If you get down to the core of Nike’s marketing campaigns, they focus more on the benefits rather than the product.
Nike’s success in marketing dates back to the 70’s when track and field coach Bill Bowerman “accidentally” began the trend of selling a line of products through the promotion of cardiovascular health. But how does this translate into smart marketing? The secret isn’t to sell the product itself, but how it can bring benefits into your life.
According to Steve Doctrow, the Executive Vice President of Marketing at Rogers & Cowan, creative campaigns can expand opportunities.
When Bowerman was younger, he joined a jogging club. It wasn’t until then that he realized the health benefits and values that jogging could bring into the traditional fitness routine. He then created a pamphlet, which was later expanded into a 90-page book that described the fundamental practices of jogging.
It may have been unintentional, but once jogging started to lift off, there was also an increase in consumerism. The running boom, along with Bill’s involvements with a variety of athletes, is what essentially helped Nike grow substantially.
Incorporating a Strong Marketing Strategy
Do you believe in the product that you’re selling? If you don’t, then it shouldn’t go anywhere near the consumer. As a marketer, you have your set goals. Not only should you trust your product, but you also need to promote its desirable benefits to the public. An example would be a light-weight running shoe. This could be promoted in the sense that it drastically improves the speed of the wearer due to its lightweight combination of various synthetic materials. This not only promotes a healthy lifestyle by pushing people to run, but it also emphasizes that you’ll be able to run faster while wearing them. This builds up the intrigue.