NIKE SHOES ADVERTISING METHODS AND PRODUCTS

NIKE SHOES ADVERTISING METHODS AND PRODUCTS

A media product is something you make to advertise something, such as a website, magazine or poster. An advertising method is how it is advertised, such as visual marketing or online advertising.

Nike is a leading sportswear brand founded by Bill Bowerman and Phil Knight on 25 January 1964. Their company focuses on athletic apparel like jerseys and tracksuits, sports equipment, but the majority of their market comes from shoes of various kinds.

There are many different advertising methods, for example:

• Online Advertising – online magazines and newspapers, websites, online adverts (such as small pop-up boxes, in-between videos on streaming sites or social media) and on blogs,
• Visual Marketing – TV adverts, posters, billboards, leaflets,

Nike’s main marketing campaign is “Just Do It”, advertising their slogan and products in a range of ways, such as:

• Online media, (such as interactive ads and banners on websites)
• Print media
• Social media
• Publicity
• Direct mail
• Email
• Radio
• Television
• Telemarketing
• Events and trade shows
• Search engines
• Outdoor media

Nike's target market is aged 11-45 but mainly focus their advertising towards teens, as they are more likely to be long term customers. As 90% of 18–29-year-olds (their target audience) use social media, they mainly specialise in online advertising. But they do use other advertising methods such as visual marketing, plastering their brand name, logo and latest model on posters and billboards.

In advertising, Nike’s goal is to reach the largest amount of target customers with the biggest possible impact.

In 2016, Nike became the 19th most followed Instagram account, with over 32.3 million followers, which generated just over $595 million in mobile ad revenue from their posts and interactions with their posts. They post a mix of content - including celebrity-endorsed and lifestyle-based performance shots to promote and advertise their products. Nike has teamed up with many social media giants such as TikTok and Facebook. When TikTok was sponsored, every time the app was opened by its 689 million active users, their advert was shown and was un-skippable for 5 seconds.

 Online ads on Facebook come up regularly, either on the feed or on the sidebar as a pop-up window. These ads are directly linked to Nike’s page, and Facebook gets paid a small amount per impression or per click.

Nike also promotes its brands and products as well as events through several accounts and regularly tweets to its fans and followers showing them their latest shoes and deals. It publishes photos and videos of its products and events through the Twitter account.

Nike also advertises through Visual Advertisements, creating video adverts to be seen in between YouTube videos and during TV commercials. To date, there have been 192 nationally aired TV ad campaigns for Nike. In the space of a month, Nike has an average of 71 airings, earning an airing rank of #2,065 with a spend ranking of #1,429 as compared to all other advertisers. Nike uses celebrities to represent the ideal customer of their products such as professional athletes. Target customers see that their favourite celebrities use Nike’s products and they are influenced to buy them. This is called celebrity endorsement or affiliations.

Even though advertising is an effective marketing communications tactic, it is typically costly, especially when involving traditional media like television, radio and print. In 2020, Nike spent 3.95 billion USD on advertising.

In 2020, Nike released its latest commercial titled; “You can’t stop us.” And since its release, it has garnered over 50 million views overall on social media sites. It is the third ad film in Nike’s new campaign that explores issues of race, gender, and equality besides highlighting the impact of the pandemic on sports events.

Another Advertising Method Nike use is in-person promotion. Nike frequently communicates with target organisations, schools, colleges, and universities, the company develops loyalty among target consumers, who become more frequently exposed to the Nike brand.

Another advertising campaign Nike has taken part in to promote and advertise their products is a type of Visual Marketing, billboards, and posters.

In 2019 Noel Kinder highlighted the brand’s push to become a zero-carbon and zero-waste business, with billboards, TV adverts and posters being displayed on all their social media platforms and all around towns and cities. Nike plans to power its facilities with 100% renewable energy by 2025; reduce carbon emissions across its global supply chain by 30%, come 2030 (in line with the Paris Agreement of 2015); and divert 99% of all footwear manufacturing waste from landfills. 

 This clever form of advertising improves consumers’ perception of the company and its products. Even though advertising is an effective marketing communications tactic, it is typically costly, especially when involving traditional media like television, radio, and print.

Cross-marketing or cross-promotion is a marketing strategy when companies or brands come together to help each other increase sales. Nike takes part in this, partnering with companies such as Sports Direct. When you order Nike shoes from either a physical or online retailer, Nike sometimes includes advertising in the way of a discount voucher or promotional leaflet. This helps the retailer by promoting repeat orders and helps Nike sell their products, it is a symbiotic relationship that benefits both parties.

Although less used today (as newspapers are slowly being bought less as information can be accessed online for free) Nike also had a huge advertising campaign in newspapers during the 2012 Olympics. Olympian heptathlete Jessica Ennis Hill was sponsored through the Olympics to wear Nike shoes and promote the brand. When she won a Gold medal, she was all over the newspapers, thus promoting the Nike products she was wearing.

A type of Direct Marketing is sending emails to subscribed members. By encouraging customers to sign up for an email list it means that’s Nike can send advertise their promotions, new products and special offers.