Nike Turns To Digital Marketing

Beaverton, Oregon, USA Nike The photo of Armstrong, the "seven crown" of the front ring road, was taken off the wall of the office of the company (hereinafter referred to as Nike).

On this wall there are ten collages of athletes who represent Nike at different times. Nike, a sporting goods giant, has plenty of endorsement stars. It also has to suffer from the negative news from celebrity endorsements.

Even so, Nike still chooses to stand with them. Its bottom line is: private life is your business, but when you wear Nike clothing, please comply with the rules of sports. Athletes who violate Nike's bottom line will be relentlessly abandoned.

　　 many Celebrity endorsement Risk diversification?

In order to reduce the embarrassment brought about by celebrity endorsement scandals, some big brands have adopted multi star endorsement in order to spread risks. "Choosing a lot of celebrity endorsements can really spread risks to a certain extent." Yang Jianxin, a management consultant, said that many celebrities at the same time or at the same time endorsed, could strengthen the brand status and influence, maintain brand vitality and attractiveness, and could also use different star differences to support different product sub brands.

However, "multi star endorsement can be described as a double-edged sword". In the view of Chao Gang Ling, Professor of marketing department, School of international business management, Shanghai University of Finance and Economics, enterprises can grow rapidly with the help of many stars. Once the situation of individual spokesmen appears, others can continue to represent the brand image and disperse risks, but it will also lead to the lack of concentration and distinctly brand image.

Innovative products reduce dependence

Nike is also one of the brands of multi image spokesmen, and of course is also one of the brands that suffer from its star negative news. But now, for Armstrong's "down", Nike is not as entangled and worried as it used to be because the company's marketing dependence on superstars has been greatly reduced.

Over the past 3 years, Nike's advertising budget in traditional media has dropped by 40%, although its marketing budget has reached a record $2 billion 400 million in 2011. Nike's 2010 non traditional marketing budget reached US $800 million, and the proportion of its total marketing budget ranked first among us advertisers.

Nike found that its core users moved from TV to the Internet, so they even hoped that they would be able to directly interact with customers and create their lives through innovation, grasp their data, accurately grasp their needs, and influence them more effectively.

If you put a chip that is larger than the thumb's thumb in a Nike running shoes, this classic product, called Nike+, can track your motion data including time, distance and energy consumption, and encourage you to spanmit data to nikeplus.com, where you can get some training tips and share your earnings with your friends.

In the Michael era, when Nike wanted to attract more people's attention, it was only in the Super Bowl competition that at that time there was a maximum of 200 million people / day's attention. Now it can easily reach this magnitude. Although there were no financial details about Nike+, foreign analysts said that Nike+'s membership increased by 55% in 2011, while its running business revenue grew by 30% to $2 billion 800 million, and Nike+ contributed.

"Celebrity endorsement is more about passing the brand value idea and producing the" pull "to the target customers through personal influence. The way of direct contact with consumers is more direct selling." Yang Jianxin thinks that the marketing direction is different in essence, but the accuracy, interaction and cost advantages are not available in traditional marketing. "

More sticky than stars

Increasing digital marketing is another strategy for another advertising giant, P & G, to get rid of "star dependence" in the new media age. In recent years, P & G has gradually realized that different marketing combinations can be applied to different markets, such as search engines, social networks and other precision marketing platforms, and the cost of advertising is higher.

The fundamental change of P & G marketing mode will reduce its investment in traditional media and create more personalized content for every consumer. P & G global market and brand building official Marc Pritchard also told the media.

"Of course, the star endorser will also be part of the huge marketing budget of these large scale fast moving companies. After all, using star endorsement as a way of TV advertising marketing is still necessary for a mass consumer brand, but the era that they dominate in the company's marketing plan is over." Associate Professor, Department of marketing, University of International Business and Economics Guo Xiao Ling Say.