Nike Promotions Essay Example for Free

Nike Promotions EssayAfter looking at Nikes merchandise strategy with respect to product, price, place and forward motion, the outstanding success of the brand name calls for more attention to Nikes promotional strategies. Nikes promotions and advertisements have been deemed the best in the retail industry. The Just Do It slogan is supposedly one of the more or less famous and easily recognized slogans in advertising history. It would be safe to acquire that brand management is easily one of Nikes core capabilities. With the companys advertising calculate today reaching $2.4 billion, it is worth looking into Nikes advertising strategies and how these strategies helped strengthen the brand image.1980-1988 Early publicizingBefore television advertisements, Nike released several successful print ads. One of its earliest print ad causas was the on that point is no finish line campaign by bum Brown and Partners. The posters were an instant hit, since, it did not contract on the running shoe product, but instead on the person wearing the shoes.At this proto(prenominal) stage, Nike saw the lucrative value in sports sponsorships. The company began sponsoring track and field athletes like Carl Lewis. With lucky breaks, Nike sign(a) some bigger names in the athletic world like Wayne Gretzy and, probably the most grand sponsorship signing in Nike history, Michael Jordan.1988 The JUST DO IT CampaignThis campaign was probably Nikes most cognise and successful. In 1988, Nike worked with ad agency Wieden and Kennedy to create the slogan Just Do It. The company used this campaign to cash in on the jogging/fitness craze of the 80s. Top competitor Reebok was sweeping the aerobics race so Nike responded with Just Do It ads that practically shamed people into exercising, and more importantly, to do in Nikes. The Just Do It ads truly embodied the philosophy of grit, determination and passion to encourage consumers to embrace the burnish of fitness rather than focus on the product.The Just Do It campaigns were also successful because of their celebrity characters including Bo Jackson, John McEnroe, and Michael Jordan. These famous athletes reassured the quality of the Nike product and gave Nike a hip brand image. These ads were basically turning sweaty, pain-ridden exercise into something sexy and exciting. And lastly, the Just Do It ads were usually humorous, thus connecting to consumers on a level that made them golden and feeling positive about the brand.2000-2005 development its cooperations with various ad agencies, Nike released several popular and well-received TV commercials. In fact, the company received two Emmy awards for best commercial twice. The first was for The Morning After, which feature a blue runner on his morning jog on January 1, 2000, facing the chaos of the Y2K predictions. The commercial really connected to consumer emotions, as speculations of the new millennium were the conversation buzz around that time.Th e second Emmy was for a Nike commercial called Move that featured many famous and regular athletes performing a serious of athletic pursuits in a fictive pass it on way. Starting in 2005, Nike released another successful ad campaign that were targeted at athletic woman. The ad focused on womens Thunder Thighs and Big Butts, encouraging them to embrace their athletic automobile trunk parts and shapes. This was yet another successful way Nike connected to the consumer on a personal level, as we all know that women tend to care about their self images.2005 to PresentHaving built up an conglomerate of a brand, Nike continued to focus on celebrity endorsements. Nike took famous athletes in a variety of sports to feature them in ads. LeBron James from basketball, Tom Brady from football, Ronaldhino from soccer, Roger Federer from tennis and Tiger Woods from golf, just to name a few. Using the A-list, top-notch names in the athletic world really helped tip Nike over into the elite brand division. At this point, Nike is reaching its peak in sales and in brand image.Having reached this peak, Nike is now changing up the promotion game and branching out to the digital world. With a 40% decrease in print and TV advertising, Nike is now trying to stray away from superstars. Now that Nike as perfected the art of branding, it is moving on to a world where consumers want to be told less. In 2010, Nike launched its new marketing division called Nike Digital Sport. This digital focus on sports conceived the Nike+ platform, which is a marriage of Apple and Nike technologies that allows people to track their athletic performance. It is also a platform that allows Nike to virtually have personal conversations with its consumers and, subtly study its consumers behavioural patterns.Overall, it seems like Nike is unendingly in tune with consumer preferences and addresses them through strategic and well-executed advertising tactics. It is no surprise that the Nike brand is one of the most well recognized in the world.