NIKES PROMOTIONAL STRATEGY

 

INTRODUCTION

 

Nike's message is “To bring inspiration and innovation to every athlete in the world.” Supported by the Nike swoosh logo and ‘just do it’ slogan This is the core essence of Nikes brand identity; how it attracts customers and creates awareness of the Nike brand as athletic and fashionable sportswear and trendy lifestyle.

 

Nikes message is used to communicate with target customers in the global athletic footwear, apparel, and equipment industry.

 

Nikes Promotional strategy is a combination of advertising, personal selling, direct marketing, sales promotions, and public relations that allows the brand to effectively promote its products and strengthen its brand image.

 

AN OVERVIEW OF NIKE’S PROMOTIONAL STRATEGY 

 

Digital Marketing and communication in todays competitive market environment now means that a strong online presence is crucial for Nike to stay ahead of its competitors, increase brand awareness, and attract new customers online and into stores.

 

Nike has stayed ahead of Promotional activity by consistently allocating 10% of its profits to marketing and investing in the building and development of its online shops, fitness apps, the creation of high quality marketing content on social media.

 

On the other hand, Nikes social media presence isn’t very consistent, the brand has a low level of activity on product related Posts and a poor layout on its website. It is highly recommended that Nike should improve its website, increase engagement on social media and enhance user app’s experience.

 

A huge contribution to the success of Nike is down to its brand image and reputation which have been protected throughout the history of the brand through effective marketing techniques; such as the emotional story telling of heroism, celebrity brand endorsements and an exciting in-store experience.

 

HOW  EFFECTIVE IS NIKE AT ACHIEVING MARKETING SUCCESS?

 

Success of Digital Marketing can be measured on consumer engagement, number of followers and number of shared posts. The question is how effective is Nike at managing these key profit indicators for its online presence?

 

Taking a closer look  at Nikes approach to its digital marketing the brand focuses on its social media platforms, mobile apps, and websites. The company also uses search engine ads on Google, and social media advertisements to promote its website and products to consumers.

 

Nike has over 100 million followers on Instagram and posts inspirational photos, videos and motivational quotes of heroism regularly; as well as product announcements and launches. 

 

Nike also owns functional mobile phone apps for health and fitness, including Nike Run Club and Nike Training Club; which are widely popular based on the amount of users.

 

Nike promotes its video ads on social media to attract new customers and improve brand awareness and reputation. These videos show diverse people training or playing sports, including people of colour, people with disabilities, children, and older adults. 

 

The inclusivity portrayed in these advertisements highlights the positive message and appeals to a wider audience resulting in increased popularity for the brand. 

 

On the other hand, it could be said that Nikes online presence is unstable, because not all of Nikes social media platforms are used to their full potential. It has been noted that Nikes Facebook page has not been updated for years; alternatively Instagram is updated weekly.

 

Nikes transactional website does not inspire educate and entertain in line with the brands message and or mission. The websites function is kept minimal and only used for customers to shop online, find the nearest offline store, see current promotions and join Nike Club through membership.

 

How has Nike adapted its Promotional Strategy over time to meet market forces such as customer needs, developments in technology and competitor activities.

 

Nike along with many other companies keeping ahead of market trends has established a strong online presence across social media. Nike still has room here for growth and improvement online. For example Twitter could be used for product and brand announcements, YouTube could host more workout videos, fitness advice, and interviews with athletes.

 

Over the years, Nike has spent generously on sports endorsements with athletes ranging from football to golf.

 

Nike revolutionised the entire shoe industry and is one of the most recognisable brands internationally. As sports players competed in games in front of the camera and masses of audiences; Nike took this opportunity and offered huge amounts of money for endorsement deals and advertisements enabling athletes to earn large amounts of money outside of their game.

 

Nike made many strategic endorsement deals that evolved a small company into a billion-dollar enterprise and phenomenon over the years. For example basketball legend Michael Jordan to the greatest footballer Cristiano Ronaldo, tennis player Maria Sharapova, and Golfer Tiger Woods.

 

CONCLUSION 

 

In conclusion, Nike has effectively used celebrity endorsements to successfully promote the brand. Nike will continue to develop  its online marketing presence over time to meet market demands and consumer expectations.

 

REFERENCES 

 

Integrated Marketing Communication Plan for Nike | Free Essay Example

By Anon Container: StudyCorgi.com URL: https://studycorgi.com/integrated-marketing-communication-plan-for-nike/

 

 

The Billion-Dollar Swoosh: Nike's 10 Most Expensive Endorsements With Athletes

By Vrushali Padia Year: 2021Container: TheRichest URL: https://www.therichest.com/rich-powerful/the-billion-dollar-swoosh-nikes-10-most-expensive-endorsements-with-athletes/

 

 

How Nike Became A Billion Dollar Company

By Anon Year: 2021Container: TheRichest URL: https://www.therichest.com/luxury/nike-became-billion-dollar-company

 

 

How Nike uses Social Media and is winning?

By Bhavay Nagpal Year: 2021Container: www.linkedin.comURL: https://www.linkedin.com/pulse/how-nike-uses-social-media-winning-bhavay-nagpal

 

 

What You Can Learn from Nike Branding Strategy | Rival IQ

By Arianna Pride Year: 2019Container: Rival IQ URL: https://www.rivaliq.com/blog/nike-branding-strategy/

 

 

Nike’s Promotional Mix (Marketing Communications Mix)

By Anon Container: Summari - Free Text Summary Tool That Helps You Read Faster URL: https://share.summari.com/nikes-promotional-mix-marketing-communications-mix

 

 

Nike’s Promotional Mix (Marketing Communications Mix)

By Lawrence Gregory Year: 2015 Container: Panmore Institute URL: https://panmore.com/nike-marketing-communications-mix

 

 

nike brand strategy: emotional branding using the story of heroism

By Anon Year: 2017Container: 602 Communications URL: https://602communications.com/nike-brand-strategy-emotional-branding-using-the-story-of-heroism/

 

Strategic Marketing-The story of Nike

By Anon Container: www.linkedin.com URL: https://www.linkedin.com/pulse/strategic-marketing-the-story-nike-amith-koshy

 

 

Shoe dog: A memoir by the creator of Nike

By Philip H Knight Year: 2016Publisher: Simon & SchusterPublisher Place: London ISBN: 9781471146725

 

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