Nike's Genius Marketing Strategy for 2020

Summary

This 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

00:00

🏆 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.

05:02

🌐 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.

10:04

📈 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.

Keywords

💡Brand Positioning

Brand positioning refers to the way a brand is perceived by its target audience in relation to its competitors. It is a strategic tool used to create a unique identity for the brand in the minds of consumers. In the video, Nike's brand positioning is highlighted as a leader in sports equipment, known for high quality, innovation, and fashion, which is central to their marketing strategy.

💡Marketing Strategy

A marketing strategy is a plan for reaching a specific marketing-related goal in a focused and achievable way. The video discusses Nike's 2020 marketing strategy, emphasizing their use of emotional marketing, interactive campaigns, and social media to connect with consumers and stand out in the market.

💡Annual Revenue

Annual revenue is the income that a company generates from its business operations in one year. The script mentions Nike's annual revenue as of 2018 being 36.4 billion, showing their financial success and providing a context for their marketing efforts.

💡Mission Statement

A mission statement is a declaration of the company's core purpose and focus that normally reflects its values, goals, and priorities. Nike's mission is described as 'inspiration and innovation to every athlete in the world,' which is central to their brand identity and marketing approach.

💡Emotional Marketing

Emotional marketing is a strategy that aims to appeal to consumers' feelings to influence their purchasing decisions. The video script explains how Nike uses emotional marketing by telling stories of athletes in their ads, creating an emotional connection with the audience.

💡Interactive Marketing

Interactive marketing is a method of engaging consumers by encouraging them to participate in a brand's activities or campaigns. The script mentions Nike's 'phenomenal shot' game during the 2014 FIFA World Cup as an example of interactive marketing that increased consumer engagement.

💡Social Media

Social media refers to websites and applications that enable users to create and share content or participate in social networking. The video discusses how Nike effectively uses social media platforms to share inspirational content, engage with customers, and build their brand.

💡Targeting

Targeting in marketing refers to the process of identifying and focusing on specific segments of consumers who are most likely to be interested in a product or service. The script explains how Nike targets different demographics, such as age groups and lifestyle segments, to reach a broad audience with their products.

💡Celebrity Endorsements

Celebrity endorsements involve famous individuals promoting products or services to their fans and followers. The video mentions Nike's partnerships with star athletes like Michael Jordan and Tiger Woods, using their influence to boost the brand's appeal.

💡Community Engagement

Community engagement is the process of actively involving and connecting with a community to build relationships and foster a sense of belonging. The script highlights Nike's involvement in social causes and campaigns that resonate with their target communities, such as promoting equality and supporting LGBTQ rights.

💡Success Stories

Success stories are narratives that illustrate the achievements or positive outcomes associated with a product, service, or brand. The video script suggests that sharing success stories, rather than just focusing on the product, is a powerful marketing tool that Nike uses to inspire and motivate their audience.

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

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they draw my love econ program will go

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