nike

Nike is an example of an emotional brand

The Nike is the world's 17th most valuable brand, valued at $ 37.5. The value and excitement that Nike gives to its customers is undoubtedly the most important reason for its success. Nike carefully identifies and interacts with all of its audiences. Its ads are creative and full of sports stars. The company is a brand that took its first step with content marketing. A concept that is important today, but Nike subconsciously made this method of marketing its principle and quickly surpassed its competitors. In this article, in addition to introducing the Nike brand, we will focus on the company's   important marketing techniques.

Merchant 's trainer and runner, Nike's two creative and combative partners:

  Phil Knight of Nike in 1964, the story of creation from nothing to build a great brand. The 24-year-old, with his unbridled ambition, his extraordinary risk-taking power, and his passion for sports, which he goes to Japan without any support to import shoes, to represent Japanese sports shoes sales to the western states of the United States. He was graduating with a MBA in finance from Stanford University at the time and was interested in athletics, so he decided to sell his shoes to Bill Bowerman, the second coach under whom he trained. Bill Bowerman was  a great and successful track and field coach who trained dozens of Olympic athletes. In his spare time, he sought to improve the shoes of athletes and a way to improve the performance of his students by changing the design of their shoes.

Nike's rapid growth and development:

The original name of the company was Blue Ribbon Sports (BRS), which initially grew very slowly, but in 1965 its sales increased and reached $ 20,000. After years of hard work, they finally launched their shoe production line in 1971 for the first time by producing lightweight lodge sneakers. Nike's first sneakers, the Cortez, were introduced in 1972 to train Olympic athletes, earning $ 3 million in its first year.

In 1978, BRS officially changed its name to Nike. At the beginning ad campaigns by  Eli Nastas " Ilie Nastase"  tennis player controversial collaborated with Nike, sponsors professional athletes to the primary means of marketing and advertising company was growing. To date, countless stars in the world of sports have collaborated with Nike, the most important of which is Michael Jordan. In 1979 they were able Nike Air  Nike Air  invent. Use this technology to strengthen your position as a successful competitor in the competitive market of the time. By 1980, Nike had reached a golden 50 percent share of the U.S. sports shoe market, and in December of that year, the company's stock was made public.

Nike is a very energetic and competitive organization today. "It's a bullet-free business," said Phil Knight, founder of Nike. That's why all members of Nike have a lot of passion and competitive energy. Nike has a very strong classified R&D company, because it manufactures its products in low-cost factories in East Asian countries. So they can focus on marketing and research projects. There are shocking things about the market share. In 2016, 48% of American sneakers are Nike, and 96% of the shoes worn by American basketball players are Nike. Nike's earnings were higher than expected this year and rose 7.3 percent in the quarter to November 2016 to $ 842 million.

 Nike brand diversity:

Nike products in addition to own brand under the brands Nike Golf ( Nike Golf ), Nike Peru ( Nike Pro ), Nike + ( Nike + ), Air Jordan ( Air Jordan ), Nike skateboarding ( Nike Skateboarding ) and follows their collections include Cole Haan ( Cole Haan ), International Hurley ( Hurley International ), Umbro ( Umbro ) and Converse ( Converse ) sells. It also  owned the Bauer Hockey brand from 1995 to 2008 (later  called Nike Bauer ) in addition to producing sportswear and equipment with retail stores under the Niketown brand.And sponsors a large number of athletes and sports teams around the world with the trademarks Swoosh (Nike brand) and "Just do it".

 Nike logo:

The Nike logo is in the shape of the wing of the goddess of victory and the power of the Greek Nike. Despite the simplicity of this logo, it evokes many concepts for the audience, such as tenderness, boldness, physical strength and victory.

Nike's slogan:

Nike slogan, "Just do it"  or to do just "is. This slogan is derived from the last words of a murderer in the series "Dan Wieden" at the time of execution. For nearly 30 years, this famous slogan has been one of the most famous advertising slogans in the world, and alone has been able to increase the share of the Nike market from 1988 to 1998, from 18% to 43%.

Nike Marketing Techniques:

As prospects for marketing have changed since the 1970s, Nike's marketing strategies have evolved. By entering new technologies and changing aesthetic concepts and changing marketing tactics, Nike has maintained and enhanced its brand identity. Nike's marketing strategy has been successful in maintaining a global brand, while many of its competitors have lagged behind intellectually.

1. Nike's emotional business name:

Nike is one of the best when it comes to emotional branding; Maybe it's because Nike has relied on a story using this old structure of competition, war, victory and heroism. Nike's stories are full of real heroes with normal problems and all the people, but they fight. Take a look at Nike's ads that engage your audience and say that your terrible enemy is inside you who says you can't. Join Nike and overcome obstacles. This type of Nike advertising means motivating consumers to upgrade, continue and continue, and in the short term, "just do it."

As prospects for marketing have changed since the 1970s, Nike's marketing strategies have evolved. By entering new technologies and changing aesthetic concepts and changing marketing tactics, Nike has maintained and enhanced its brand identity. Nike's marketing strategy has been successful in maintaining a global brand, while many of its competitors have lagged behind intellectually.

1. Nike's emotional business name:

Nike is one of the best when it comes to emotional branding; Maybe it's because Nike has relied on a story using this old structure of competition, war, victory and heroism. Nike's stories are full of real heroes with normal problems and all the people, but they fight. Take a look at Nike's ads that engage your audience and say that your terrible enemy is inside you who says you can't. Join Nike and overcome obstacles. This type of Nike advertising means motivating consumers to upgrade, continue and continue, and in the short term, "just do it."

2. Nike Content Marketing Strategies:

Perhaps more than any other non-digital brand, it has focused on its marketing content. In fact, this focus began in the early 1970s with NIKE studies by Bill Bowerman. Bill Bowerman watched closely after the behavior of the runners of a walking club in New Zealand. He immediately began writing articles and books on walking and athletics as part of a fitness program. Along with Bill's other partnerships with professional athletes, the value and inspiration of Nike flourished in the 1970s. But was this the result of a strong marketing strategy? Or was it just an accident? The answer is probably a combination of both.

Tips from successful content strategies can be considered commendable in Nike, including:

·         Understanding Customer Interest First:  Customers love great products and those that have serious and valuable benefits.  Nike Moon shoes  did this, customers began to understand walking and running, and its health benefits, and then, by identifying the right content, they became familiar with the products that helped them stay healthy.

·         Establishing a Strategy for Audience Awareness:  Initially, Nike audiences did not need better running shoes. But certainly in the 1970s, there was less widespread social activity. The increase in the workforce has led more and more people to pay attention to the health of their feet and to be more aware of the health of the heart and arteries that are directly related to the health of the feet. This awareness created a sense of the need for change, and NIKE valued it with its valuable content.

·         Belief in selling ideas: It is unlikely that Bowerman's main goal was to become a millionaire because he did not write his first book quickly. But something is rippling through him. He believed in developing a fitness program and his idea. Without realizing it, he did the content marketing process at the highest level.

·         Nike sells more than one product. She sells her dreams : Nike builds its support base using its own watering waffle shoes. Nike never harms customers' dreams with symbolic waffle shoes. Nike's ads rarely mention product names. What Nike's ads create is a sense of excitement in the audience. Each ad is carefully crafted to create a specific need and emotion.

3. Importance of Digital Marketing in Nike:

"The future of sports is determined by a company that meets the needs of growing consumers," said Mark Parker , CEO of NIKE. "By directly challenging the consumer, we are even more aggressive in the digital market. Being in key markets and offering products is faster than ever."

From 2009 to 2012, Nike's spending on offline advertising fell by 40 percent to online advertising.

twitter:

Nike has separate Twitter  accounts  for different brands of subsidiaries and for each marketing feed. The main focus is that each audience question is answered by consultants, so that consumers can communicate directly with the company in a way that never before. The past was not possible. Nike staff answers specific questions about products, stock information and orders. This is in addition to Nike's proprietary support, which is only to help solve questions and address consumer needs. In marketing feeds in each segment (golf, football, basketball, etc.), you can often find educational recommendations, product details, and questions. Find the answers (like other snacks), and find encouragement and motivational messages.

Instagram:

Instagram  Nike is the most popular brand account with 13.2 million followers right now. Nike puts a good picture of its brand in its main account and the accounts of other brands. So that their accounts are filled with gorgeous landscapes and images of people using Nike products, naturally and, not as catalog photos. In addition, Nike has a section to Titled NIKEPHOTOiD, it allows customers to use their Instagram photos to customize their coaches.

PINTEREST:

At one time,  Nike's  Pinterest page was dedicated exclusively to women's Nike products, but it's not. Currently, there are twenty pages including different types of shoes, holiday clothes, and accessories. Pinterest is a great way for companies to showcase their company's values ​​and cultures, but Nike uses it as a product catalog as a creative marketing tool.

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