Product design and promotional strategies

What is the promotion?

Promotion is an attempt by marketers to inform, persuade, or remind consumers and B2B users to influence their opinion or elicit a response. Most firms use some form of promotion. Because company goals vary widely, so do promotional strategies. The goal is to stimulate action from the people or organizations of a target market. In a profit-oriented firm, the desired action is for the consumer to buy the promoted item. 

Nike Marketing strategy

1. How does the company create awareness of its product?

NIKE is an American multinational corporation. Nike has built a global brand off strategically advertising, promoting, and sponsoring their product throughout many media channels. They can be seen anywhere from the Olympics to a sitcom commercial to a high school sporting event. They have established themselves in the upper echelon of sporting goods and athletic clothing. Nike has used pull marketing to establish a connection between the brand and potential customers. One of their best pull methods is their logo known as “swoosh”. When people see the “swoosh”, "Just Do It" it’s directly identifiable to the brand.

2. How does the company get consumers to try its product?

Customers like great products and they like serious benefits. And, that is what Nike do to get the consumer to try its products. For them, things that benefit them personally are easy to justify. The Nike Moon shoes did this, but only because the customer was beginning to understand jogging and its benefits for their health. Bill’s secret goal wasn’t to sell shoes, he was simply promoting something that he believed in. This may not sound like a marketing strategy, but it certainly should.

3. How does the company give information about the product to its customer?

Nike hasn’t historically adopted new communication platforms for their marketing just because they’re chasing new, flashy objects. Far from it. Rather, they’ve been quick to conquer new mediums because they’re where their customers are.

For example, take a look at their Instagram profile.

They know their core demographic includes heavy Instagram users and so it makes sense for their brand to maintain a presence there. However, they also make sure that everything they post provides value. Rather than interrupting the flow of their follower’s feeds with flagrant sales pitches, they share motivational messaging.

4. How does the company retain loyal customers?

Nike customer loyalty … elements of trust

Nike believes building and retaining customer trust comprises two intertwined capabilities: the intent to act in the customer’s best interest and the competence to do so.

These come together to form the foundation of the customer experience.

The ability to create a customer experience that builds trust begins with customer intelligence.

It requires taking the information learned about customers—blending feedback and behavioral data and then applying analytics—and using those insights to proactively engage customers in a way that makes their experience better and more relevant over time.

5. How does the company entice the customer to buy more and use their product frequently?

Nike products are already well-known brands throughout the world, with effective advertisements and word of mouth, since customers tend to share their positive views with their friends and family. After buying this Nike brand, consumers learn, and experience the quality and see themselves that they got what they expected. Consumers’ formed attitudes about the brand are buying products that are comfortable, makes you feel good, and also look cool in it and Nike satisfies them all. The public feels that Nike overcharges its consumers and makes its profits but they should decrease the prices which can attract the consumers to buy its products. Today, everybody wants the products which are comfortable to wear, protect our feet, and keep away from injury without higher-quality shoes it can harm our feet and cause injury. Sometimes Nike can affect consumers to buy the product. Consumers can be influenced by three perspectives cultural, social, and personal factors.

6. What promotions does the company use to identify more customers?

Meaningful story – They’re selling more than a product; they’re selling aspiration

Nike didn’t build its loyal fan base by harping on its iconic waffle shoes. In fact, Nike’s ads rarely, if ever, mention their products at all. What their ads do, and do well, is induce emotion in the consumer through ‘emotional branding’. Each ad is carefully crafted to evoke particular feelings and needs in the consumer that can only be satisfied with Nike products.

It does this by playing up the traditional narrative of a hero who works hard to overcome adversity, ultimately emerging victorious against a terrible foe.

But it isn’t a literal enemy being fought in this case. Nike takes the analogy to a level far more relatable: the ‘terrible foe’ is the voice in your head that tells you, “You can’t”. To that, the organization says: “Just do it.”