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What sort of marketing strategy has Nike used to achieve and maintain this level of market dominance?

5 months ago | From Medium | Author: ReferralCandy

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 by 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.”

It’s vital to have your consumers talking about your brand.
It keeps you at the forefront of your customers’ minds, and allows you to reach those who have not heard of you!
One way of achieving this is by creating ‘watercooler moments’ — experiences so exciting that people would talk about them for days on end.
It’s something Nike’s very good at doing.

Nike makes some of the best ads in the business. They teem with world-class athletes displaying their extraordinary skills.
One of Nike’s most successful ads is ‘Winner Stays’. The ad features teenage boys transforming into Ronaldo, Neymar Jr. and other soccer superstars as they battle it out on the soccer field; it netted; it netted the sportswear brand more than 107.8 million views.

Nike makes some of the best ads in the business. They teem with world-class athletes displaying their extraordinary skills.
One of Nike’s most successful ads is ‘Winner Stays’. The ad features teenage boys transforming into Ronaldo, Neymar Jr. and other soccer superstars as they battle it out on the soccer field; it netted; it netted the sportswear brand more than 107.8 million views.

In 2012, Nike broke new ground when it introduced its revolutionary Flyknit technology.
While traditional sneakers are made up of individual pieces that are stitched together, Nike shook things up by utilising computer-controlled “knitting” technology to shape the entire upper-part of the shoe.
This reduced the number of components by up to 35 pieces, producing a lighter shoe that still provides as much strength and support as other top running footwear in the market.

Nike builds strong relationships with their customers, making them more likely to repurchase from Nike in the future.

       

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