Customer Based Marketing Strategy (CBMS)

Experiential Marketing
01
LED pop-up retail store – customized sneakers

Engagement Marketing
02
Displaying Nike Fuelband on the Frost Tower

Collaborative Marketing
03
Created Nike+ in collaboration with Apple

Consumer Oriented Marketing

04
Uses TRA to create positive images of Nike

Social Media Marketing

05
Facebook, Twitter, Instagram, Youtube
 Experiential Marketing

 A pop-up retail store featuring LED exterior walls – a giant shoebox structure - changed
designs as the activation went on
 Created to promote Nike’s new smartphone app, SNKRS, which allows consumers to
customize their shoe buying experience
 Interactive screens allowing shoppers to customize their desired pair of shoes and then
share that design on social media
 Customers wanting to purchase shoes can do so through a custom sneaker vending
machine.
 Planned to launch the same giant shoebox in many more cities
 Engagement Marketing

 The Nike FuelBand - tracks how active you are

 Created a proprietary algorithm - Nike Fuel score which allows to measure how
physically active a person has been for the day/week/month/year
 Users can then rate how well they are doing against their friends in Facebook by
monitoring and comparing scores
 Turned the tallest tower in Austin – The Frost Tower into a giant FuelBand and tracked
energy levels with the signature red, yellow, and green LED lights - the more energetic
the crowd inside, the more green the building became.
Collaborative Marketing

 Collaborated with Apple - started

as a way to bring music from
Apple to Nike customers'
workouts using the power of
technology
 Created fitness trackers and
sneakers and clothing that tracked
activity while connecting people
to their tunes
 The gears sync with Apple iPhone
apps to track and record workout
data
Consumer Oriented

 Uses TRA (theory of Reasoned

Action) to persuade the consumer to
have positive thoughts of Nike, in
which there will be a positive effect
on their life once they buy a product
that is from Nike.

 Opened a new concept store in Los

Angeles which utilises the Nike app
and makes judgements on the
consumer behaviour in the local area
using algorithms from the app

 Focused the campaign on running for

fitness – focusing on the fitness of
customers and on the brand
As Nike makes its biggest athletes (both past and present) and their achievements the focal
point of its posts on the platform, posts do still generate a lot of engagement through likes and
comments.
One product line that uses Instagram to great affect is Nike Running. Collective running and
running clubs have surged in popularity in recent yearsdue to their inclusive nature, and Nike
has capitalised on this by aligning its content on Instagram to reflect this behavioural shift.
Nike posted just four times a month on average. The brand does not follow a consistent pattern
in posting. Instead, the posting frequency is topical, with Nike posting frequently during their
campaigns or around international sporting events featuring their brand ambassadors. Nike
Football with 44 million fans is one of the top ten most followed brand pages on Facebook,
while the brand’s primary Instagram account is the second most followed with 77 million
followers! Like most global brands, Nike has separate Facebook pages for each of its product
categories. This includes golf, skateboarding and Nike+ Run Club, as well as two football pages –
one for the American version of the sport and one for the version everyone else in the world
plays.
Notably, Nike Football (the proper version) has more Likes than its main account (44 million
versus 32 million) and even more than the Facebook page of its closest rival, Adidas (which has
35 million). This is possibly a reflection of the association consumers make between Nike and
‘the beautiful game’, given the long list of popular campaigns the Oregon-based sports brand
has produced – both past and present.

On Twitter, Nike sends out tweet after tweet of encouraging quotes and sentences and shares
videos and photos of athletes achieving their dreams. This marketing strategy is so effective
because it doesn’t just encourage their audience to admire these athletes — it also pushes them
 Nike Audience
45%

40%

35%

30%
Age Propotion

25%

20% 41%

15%
25%
10% 19%
15%
5%

0%
<18 18-24 25-34 35+