Nike's Genius Marketing Strategy for 2020
Summary
TLDRThis video script dissects Nike's 2020 marketing strategy, highlighting its success through emotional storytelling, celebrity partnerships, and interactive campaigns. It emphasizes Nike's mission to inspire athletes and its broad demographic targeting, from teens to adults across social classes. The script also details Nike's social media prowess, community engagement, and gender-focused campaigns, showcasing how the brand transcends mere products to embody success and motivation.
Takeaways
- 😀 Nike's brand positioning is centered around inspiration and innovation for every athlete, with a mission to 'Bring inspiration and innovation to every athlete in the world.'
- 🏃♂️ Nike's marketing strategy includes emotional marketing by telling athlete stories, which often do not directly showcase the product but focus on inspiring narratives.
- 🤝 Nike has successfully partnered with high-profile athletes like Michael Jordan and Tiger Woods, leveraging their stories and personas to connect with consumers.
- 📈 The company's annual revenue as of 2018 was $36.4 billion, showing a significant increase over previous years, indicating the effectiveness of their marketing strategies.
- 🌐 Nike effectively uses interactive marketing, such as their 'phenomenal shot' game during the 2014 FIFA World Cup, which increased engagement and showcased their products' prevalence in professional sports.
- 📱 Social media plays a crucial role in Nike's marketing, with creative and engaging content that resonates with their audience, including silent videos and original YouTube series.
- 🌟 Nike's advertisements are visionary and often focus on storytelling rather than just the product, with campaigns like 'Find Your Greatness' that have millions of views.
- 💬 They are very responsive on Twitter, engaging with customers in a fun or caring way, which helps build a strong community around the brand.
- 🏳️🌈 Nike is active in supporting social causes, such as LGBTQ rights, integrating themselves into communities and aligning with their values.
- 👩 Nike has dedicated campaigns for women, like 'Daughter of Nike', which are moving and challenge societal norms, showing their commitment to gender equality.
- 🎯 Nike targets a wide demographic range, from teens interested in sports to adults who maintain an active lifestyle, offering products at various price points to cater to different social classes.
Q & A
What is the annual revenue of Nike as of 2018?
-The annual revenue of Nike as of 2018 was 36.4 billion dollars, representing a 5.96% increase compared to 2017.
What is Nike's mission statement?
-Nike's mission is to inspire and innovate every athlete in the world. They believe 'If you have a body, you are an athlete.'
How did Nike use emotional marketing in its advertising strategy?
-Nike used emotional marketing by telling stories of athletes in their ads, often focusing on their inspirational journeys rather than just showcasing the product.
Which young star athlete did Nike partner with at the beginning of its emotional marketing strategy?
-Nike started its emotional marketing strategy by partnering with Michael Jordan, creating the perfect shoe for him which became a must-have for many.
What was the impact of Nike's interactive marketing during the 2014 FIFA World Cup?
-Nike's interactive marketing during the 2014 FIFA World Cup involved a game called 'phenomenal shot' which was a huge success, driving engagement and showcasing Nike's presence with 94 out of 150 goals scored by players wearing Nike shoes.
How did Nike utilize social media to its advantage?
-Nike took full advantage of social media by creating successful video ads, some of which were silent and impactful, as well as launching an original YouTube series called 'Megaburst Lily' to market their brand.
What demographic does Nike primarily target with its marketing strategies?
-Nike primarily targets buyers between the ages of 18 to 45, mostly teens interested in sports, and provides athletic apparel catering to all social classes with different price ranges.
How does Nike position its products in the market?
-Nike positions its products as high-quality, innovative, and fashionable. They are considered a brand that resonates with athletes and is more than just a product, representing a story and conviction.
What are some of the key marketing strategies that Nike frequently employs?
-Nike frequently employs marketing strategies such as advertising through high-profile celebrity endorsements, direct marketing with organizations like local sports teams, and providing financial support to various groups.
How does Nike's marketing strategy differ from other brands in terms of brand presence?
-Nike's marketing strategy creates a strong brand presence where consumers can envision what a Nike product or service would be like, unlike some hotel brands like Hyatt or Marriott, which lack distinctive branding.
What is the significance of Nike's 'Find Your Greatness' campaign and its impact?
-The 'Find Your Greatness' campaign was significant as it inspired people to focus on their goals and was widely shared through short YouTube pre-roll ads, with the campaign accumulating millions of views.
Outlines
🏆 Nike's Success in Brand Positioning and Marketing Strategies
This paragraph delves into Nike's successful marketing and brand positioning strategies. It highlights Nike's mission to inspire athletes worldwide and discusses the company's financial growth from 2016 to 2018. The narrative focuses on Nike's emotional marketing approach, which involves storytelling and partnering with star athletes like Michael Jordan and Tiger Woods. It also touches on Nike's interactive marketing, such as their 'phenomenal shot' during the 2014 FIFA World Cup, and their utilization of social media, including YouTube series and Twitter engagement. The paragraph concludes with Nike's community involvement and campaigns for equality, emphasizing the brand's commitment to social issues.
🌐 Nike's Global Marketing Reach and Demographic Targeting
The second paragraph outlines Nike's demographic targeting and global reach. It details the company's focus on buyers aged 18 to 45, particularly teens interested in sports, and their strategy to cater to all social classes with a range of products at different price points. Nike's marketing is inclusive, not segmenting by ethnicity or race, and instead varies product appeal across societies. The paragraph also covers Nike's geographic targeting, starting with the U.S., followed by Western Europe and Asia Pacific, with aspirations to reach other regions. Behavioral targeting is also discussed, with Nike focusing on promoting a healthy lifestyle and offering specialized products for various sports. The paragraph concludes with an emphasis on Nike's brand presence and how it differentiates itself through storytelling and conviction.
📈 Nike's Marketing Strategies and Community Engagement
The final paragraph discusses Nike's frequent marketing strategies, which include high-profile celebrity endorsements, direct marketing, and financial support to various organizations. It also mentions Nike's presence on social media platforms like Facebook, Twitter, and YouTube, but notes that the majority of their budget is allocated to creative and impactful advertising. The paragraph also highlights Nike's efforts to build a strong connection with its audience through storytelling and emotional resonance. The speaker shares personal insights on how to apply Nike's strategies to their own brand and offers free resources for viewers to learn more about marketing and achieving success online.
Mindmap
Keywords
💡Brand Positioning
💡Marketing Strategy
💡Annual Revenue
💡Mission Statement
💡Emotional Marketing
💡Interactive Marketing
💡Social Media
💡Targeting
💡Celebrity Endorsements
💡Community Engagement
💡Success Stories
Highlights
Nike's 2020 marketing strategy emphasizes emotional marketing by telling athlete success stories rather than just showcasing products.
Partnering with star athletes like Michael Jordan and Tiger Woods was a key strategy for Nike to broaden their market segment.
Nike's mission is to inspire and innovate every athlete in the world, encapsulated by the slogan 'Just Do It'.
Nike's marketing often focuses on charismatic athletes and their success stories, rather than the products themselves.
The 'phenomenal shot' interactive game during the 2014 FIFA World Cup was a major success for Nike, driving engagement and brand association with goals scored.
Nike leveraged social media effectively, with creative ads and a YouTube series 'Mega Burst Lily' to market their brand.
Nike's ads, such as 'Winner Stays On' and 'Find Your Greatness', focus on storytelling and inspiration, with high viewer engagement.
Nike is active on Twitter, responding to customer posts in a funny or caring way, building a strong community.
Nike integrates itself into communities with campaigns about social issues like LGBTQ rights, showing commitment to equality.
Nike has a dedicated page for women, 'Nike Women', promoting the idea that women can take any role, especially in underdeveloped societies.
Nike targets a demographic of buyers aged 18 to 45, focusing on teens interested in sports and providing athletic apparel.
Nike's geographic targeting starts with the U.S., then Western Europe and Asia Pacific, with objectives to reach other regions.
Nike's behavioral targeting focuses on the trend of a healthy lifestyle, offering products for different sub-segments of lifestyle and sports.
Nike positions itself as a market leader in sports equipment, with products seen as high-quality, innovative, and fashionable.
Nike's most frequent marketing strategies include high-profile celebrity endorsements and direct marketing to organizations.
Nike's brand positioning is more than just a product; it's about storytelling and conviction, inspiring and motivating people.
The presenter offers free training and a one-on-one session for those interested in learning more about online success strategies.
The presenter provides free resources such as PowerPoint and Keynote presentations as a thank you to the viewers.
Transcripts
90 is one of the world's most valid
brands and I really want to break down
what makes them so successful when it
comes out marketing brand positioning
and how do they go ahead and stand out
in a sea of other brands and what makes
Nike Nike because I really want to go
ahead and apply what they are doing to
my brand such as low income where we go
ahead and help hundreds of people every
single day get success online so Nikes
2020 marketing strategy company overview
the annual revenue of this company as of
2018 is 36.4 billion that represents a
five point nine six percent increase
compared to 2017 at 12.2% increase
competitive 2016 now what is their
mission the mission is the inspiration
and innovation to every athlete in the
world they call for the whole now if you
have a body that you at play and that
just do a slogan can also be perceived
as an inspirational goal as you can see
that a lot of different quotes so let's
start with the first multi tactic
emotional marketing most of Nikes ads
are telling a story of an athlete it's
really a nut shot of the product the
first strategy was to partner with young
star athletes no other that Michael
Jordan and it all started with the
perfect shoe for Jordan himselves his
lucky must-have pair they def
collaborated with Tiger Woods with the
whole hello world slogan needless to say
was a major step in broadening their
segment Woods was not only a med student
but here was also mix public Missa tee
and races because part African American
hot Chinese part of American Indian and
he was an iconic
racial Trailblazer Nike marketed
image of American heroes the inspiration
of success stories Nike focus was many
outspoken charismatic athletes now most
of the ads don't even display the
products all the shoes like that's crazy
like all they do is just tell stories so
what I've learned from this is I just
need to go ahead and share more of the
success stories for either my econ
products who make on brands or share the
success story from all my students from
my mentorship program and by sharing
stories rather than sharing a product
itself next is interactive marketing for
instance Nikes phenomenal shot during
the 2014 FIFA World Cup was a huge
success
this is an interactive game that
everyone installed it played of their
phone also drove 2018 vodka out of the
150 goals scored Nike shoes worn for 94
of them
that's crazy 66 percent of the scores
goal were people sponsored by Nike crazy
the French team won and they were
sponsored by Nike
and this also created the tag they just
did it which is reference that just
don't even Beyonce and jay-z or the two
Starcher Nike was literally every as you
can see this is the Nike for the Jersey
that they both wear next social media
Nike took full advantage of social media
and what they did was they had a bunch
of this sort of successful movies ads
that were connect and why some of them
was silent they were just like this and
had a toddler next is in 2016
they've launched an original youtube
series mega burst Lily so that's crazy
they created a TV series to market their
brand crazy
that's insane I feel like releasing a
whole series around a punishment brand
just a lot of something I do then we
will place it better as well okay camera
set up again it was super successful the
store was closed to everyday life and it
showed that rule struggle that people
faced with new fitness trends the same
time has displayed an importance of
remaining balance next that these
awesome visionary ads for example the
winner stays on night like their ads
amazing like it's not focusing on a
product it's a rather story and as you
can see this one has 91 million views
find your greatness this was an amazing
campaign and they just had a ton of this
sort of under fifty second bumper
YouTube pre-roll ads on a bunch of these
everywhere this campaign of a collation
of them got like 5.8 million views
Twitter not is very responsive of
Twitter they casually share all kinds of
customers post in a funny or caring way
as you can see if you go to their
Twitter reply they reflect a bunch of
people which is just insane
next is Nike is very active in
communities that impressive campaigns
about the agenda equality LGBTQ rights
and many others like they really
integrate themselves into their
communities next is a woman for example
they have a dedicated page on YouTube
native night dear woman that adds in
more than 20 language shown how women
can take whatever role they want
especially in underdeveloped societies
most of the campaign's names are moving
and challenging girls who move the world
kids are better play the borscht and
bounce is same for everyone now let's
talk about their targeting who their
reach and that's going or did sort of
add a little things I think this is
stuff that really will excite you guys
so let's talk about demographics they
target buyers between the age of 18 to
45 years old
mostly teens who have an interest in
sports and they provide the right
athletic apparel for them they target
all social classes with different
products at different price ranges vary
smart meaning they might target a
lower-class sort of demographic with
cheaper price items and have their high
ticket items targeting higher class
demographics which is very very smart
but they don't segment by ethnicity or
race and they vary their product appeal
to different societies therefore no
cosmic Nike
Alta more than 10% of sales that very
very numbers now there was a target
households and teens who want to be
sport athletic and fashionable attire at
the same time all people who like to
maintain an active lifestyle what they
do is they sell an image for success and
if they go ahead and wear Nike they then
have the right tools to achieve success
furthermore they inspire that just door
movement inspiring teams of people to
just focus on their goals their perks up
more than shoes they tell a story this
is so powerful
next is Geographic 90 targets the whole
world but the main target is a u.s.
teams that's the first targeted market
for Nike after North America Nike their
targets Western Europe and Asia Pacific
and they have set objectives on reaching
other regions such as the Middle East
Africa in China next is behavioral with
the increasing trend of healthy
lifestyle they target different sub
segments of lifestyle outdoors indoors
golf Possible's for shoes they offered
chic fashionable comfortable and
training products like this is super
smart like that will target outdoor
people with the outdoor range type of
basketball that basketball products like
this is very very smart
next is targeting they like to target in
these markets provide athletes of
professional specialized products so for
example if they want to sell golf
products they'll target a golf athlete
if they want to go ahead and sell
swimming gear they go ahead and reach
out to a swimming I think they're
innocent sponsorships for many tourist
groups with athletes and social
motivators psychologically they
influence people that are working
towards a goal those who
want to succeed they yearn for victory a
typical American store like they're just
selling this vision of success of
passion of drive and that what makes
Nike so careful they just made this
brand everyone understand sir
so they have a really a strong brand
present weight if they were to go ahead
and set up a hotel you have a pretty
good idea what that hotel would be like
but if you sir look at the Hyatt you
look at the Marriott you can't tell the
difference between these hotels because
they don't have a brand and that's what
differentiate like it this is something
I've learned from step code Nexus
position
Nike is a market leader in sports
equipment its products are position as
high quality innovative and fashionable
Nikes considered as a Brad that's Pisa
athlete's heart it's more than just a
product again it's about a story and a
conviction this is super couple because
they did the height based sort of saying
I was into like the air maxes us into
their sort of Jordans I was into their
pressures of stuff and I really thought
they're really looking to get that
height based market but if you really
zoom back that's a nurse more segments
that they killed if you take a zoom back
they're just really inspiring
motivation and there's survey these
subsections and they're just attacking
every piece of culture that's what makes
might be so powerful now what are the
most frequent marketing strategies the
most frequent ones are advertising
through high-profile celebrity of doses
next is direct marketing which is direct
communication with organization example
local sport teams next is the complete
bosses and provides financial support to
many other organizations so these are
their main marketing strategies yes you
might see them on Facebook
might see them on Twitter you might see
them on YouTube pre-roll but the
majority of budget are going to these
things I just mentioned because they're
really creative breath presence and you
can't do that with like a bunch of
pre-roll ads that just don't really
build a connection with the people or
the fans or just the voice of general
base if you go ahead and go through some
every resources you're building a story
with that so there
that deaf connects the Brad Nike to its
fans when if you don't hit it runner if
I keep you out of this you guys are not
going to have any connection to it but
it's Nucky's sponsored me that Nike
could get a strong connection to you
guys as my viewers because I'm endorsing
it and this is very very powerful
because this is making me want to focus
on looking for messages that can really
support and push my product and that's
all what I've learned from this amazing
breakdown that I took hours to put
together so hopefully you guys
appreciate it and like it but you know
this is like is 2020 marketing strategy
hopefully you guys were able to learn
something new Christian today what was
the most interesting thing you learn if
this video jump in the clock below out
of that have you got some an amazing day
if you guys want to learn more from me
you want to work one-on-one with me or
they draw my love econ program will go
ahead and help hundreds of people every
single day get the results they want
online think that list below go through
the free training book in a free shave
session with either be myself or one of
my team members or get you a part of our
program we'll go ahead and just kiss so
much about our students other than that
let's go ahead and announce the last
videos a witness or thousand-dollar what
courses or concern cause of me the
winners here does want to qualify what
to do is shop a popular foam in a scrap
hit the subscribe button ohta fication
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have an amazing day and obviously Gus
tomorrow with much much more value peace
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