Introduction to Advertising COMMS230M001

Advertising campaign for Athletic footwear from Nike company

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Table of Contents Situational Analysis 3 Advertising strategy 4 Promotions 7 Advertisements 9 Media plan 12 References 16

Situation analysis in advertising is responsible for providing a comprehensive overview of the product as well as offering a clear understanding of the product’s situation within the market. Nike is a multinational American organization that is best known for its ability to design fashionable and manufacture footwear for the gym and athletic-based solution equipment. The company is the top brand in providing athlete shoes that offers a wide range of sport shoe designs including volleyball, tennis, baseball, football, and golf. In addition, given that the Nike company is worldly recognized as number one sport brand with its common logo “ swoosh” as well as the ability of the company to sell its athlete footwear products across the United States and other countries, offers unique selling proposition under which the advertiser can focus on to strongly resonate with the targeted audience. Nike’s athletic footwear is specifically designed to be used in certain athletic games making them more efficient and functional as the considerable emphasis is placed on innovative design and high-quality construction for both male and female sports shoes. Furthermore, despite the shoes being primarily designed for specific athletic use, they are largely used for leisure and casual purposes. The athlete footwear of the Nike company is viewed to be very strong at Research and Development as revealed by its effectiveness in innovation enabling the company to deliver high-quality sporting shoes at relatively low prices compared to their competitors (Deng, 2009). Besides the advertising themes utilized by Nike company to advertise its athlete footwear enhances the creation of a strong image among its young customer base which is a must-have mentality enabling the company to charge premium price over its competitors.

Although Nike is the denominating company in the athlete industry, competition from new and existing brands still poses a great threat to the company prompting it to spend a considerable amount of money in marketing and advertising its athlete footwear products. Among the competitors that the Nike company face includes international companies producing athlete footwear such as Puma, ASICS, Under Armour, VF Corporation Reebok, and Adidas. The changes in consumer preferences, intense competition as well as drastic changes in technology within the athletic footwear market constitute the key significant risk factors that threaten the Nike company operations. Initially, the company produced track running shoes only but with time the company has advanced its design to meet diverse customer needs as the dynamic change of customer values continues. For instance, the company produced the Nike Air Max line of shoes in early 1987 with additional product lines being introduced later such as Air Huarache. Currently, the company makes a wide range of sports shoes including baseball, tennis, ice hockey, track, and field, association football, lacrosse, cricket, and basketball. Recently Nike company has introduced cricket shoes known as Air Zoom Yorker which are designed to be lighter than of the competitors by 30% (Kearney, 2009). It has also produced Air Jordan XX3 a known athlete shoe for its high-performance in basketball given that it is designed to effectively adapt to the environmental permitting adequate movement of air. Nike being a well-known brand induces emotion to the customer while running its advertisement through well crafted “emotional branding” which not only aims at evoking specific positive feelings among the customers but also presents the athlete's footwear products as more meaningful in the eyes of the customers.

Advertising strategy refers to a plan that aims at reaching and persuading the customers to buy the product providing a framework to review the effectiveness of the advertising campaign Considering Nike’s athlete footwear, the product is linked to numerous advantages that draw the customers into buying. The advantages of Nike company sportswear include the superior cushioning ability of the shoes which not only enables the user to be comfortable and safe while engaging in specific sporting activities but also limits injuries that come with non-cushioned shoes reducing some of the stress placed on the ankles and toes during a run. This is one of the key attributes of Nike sport shoes that earns the company popularity of its athlete footwear product compared to other companies within the athlete industry (Kearney, 2009). The sports shoes have vital features that protect the user's feet while they are participating in any sport reducing the likelihood of securing catastrophic foot injuries. Another advantage is the torsional stability that comes with Nike athlete footwear where they become stiff to support movement enabling the user to easily maintain balance. In addition, the shoes have breathability capacity that permits adequate movement of air enhancing comfortability. Besides, the Nike sport shoes provide excellent support as they come with a herringbone pattern and they are made of a solid rubber, which adds to the support and comfort of the users. Furthermore, the shoes not only have night-time reflectivity but also have the motion control ability minimizing the occurrence of injuries.

Over the years Nike has embraced continuous product innovation under every category they engage in including tracking sight of customer needs and changes in market trends to ensure continuous brand awareness and extension. The company has announced combining both business growth and social responsibility acknowledging the importance of their customers by engaging in social responsibility as well as aspiring future customers by supporting sports-aware and active kids who will be the target customers in the near future. Nike athlete footwear brand offers truth to the customers struggling to not only deliver 'authentic athletic performance' but also to capture a wide range of customers across thousands of fitness pro and sports. The advertising strategy purposes to integrate three major circles of influence that is understanding the underlying social tension that requires to be resolved, incorporating a core brand truth that clearly explains the existence of Nike athlete footwear as well as connecting the specific unmet consumer needs in a way that the advert can legitimately address (Deng, 2009). The internal awareness of the business objective, state of the athlete footwear product as well as the core values of Nike company is essential in establishing an effective advertising campaign. This calls for the need to locate and codify the product purpose to enhance the effective positioning of the advertising campaign as revealed by Nike company in its “Just Do It “campaign. Through the integration of the above concept, the advert will offer a level of satisfaction in communications that consumers crave, unlocking the hidden vitality and energy.

The key characters that customers consider while purchasing sports shoes include its durability which entails the ability of the shoe to last for a certain period. In addition, the customers tend to view the fashionable and functional status of the athlete shoe where they value it depending on its fitting ability (Parente, 2014). They also consider the style of the shoe with many preferring a wide variety of athletic shoes that can serve multiple purposes and with pocket-friendly prices. Many customers buy Nike sport shoes despite the fact that they do not engage in any sports activities and rather use the shoes for casual outing and events as there are diverse models of Nike sport shoes available widely in the market. This enhances the satisfaction of each customer’s needs depending on the model that meets specific sport requirements. Given the lightweight that comes with Nike sports shoes, customers can experience exceptional comfort and flexibility while engaging in their specific athletic activities where they are assured of reaping the benefits over a long period. The emotional payoff of Nike athlete sports shoes is that it addresses the distress that comes with selecting the most comfortable sports shoe that makes perfect flexibility and provides elusive support while participating in any sporting activity. With the business objective being to increase usage of Nike athlete footwear by 10 % the advertising strategy aims at building brand awareness through providing high levels of exposure, positioning the Nike athlete footwear as a high-quality product as well as encouraging retailers to stock the product.

The Nike company requires a marketing strategy that incorporates a good communication network that will retain the existing customers and get new customers. The company also needs to use famous media outlets to advertise its products to attract large masses globally and needs to ensure that the messages contain famous athletes to attract the right audience. It should also concentrate on promotions on print media such as magazines and newspapers to make a lasting impression on the audience who receive their promotions. These adverts should have catchy slogans to create a long lasting effect on the audience. The advertisements and promotion strategies should be unique enough, featuring the latest designs and improvements to the footwear to ensure that consumers get adequate information on the ongoing improvements on the footwear products. The promotions will also stand out when the company opts to use commercials, billboards, and famous athletes or celebrities to market their latest footwear products. The most effective promotions of Nike products include concentrating on the online platform and reducing print media spending because the online platform has larger audiences and better chances of reaching young people and athletes.

Figure 1: Showing Nike print advert featuring a catchy slogan ‘Make Yourself Fit’

Nike needs to maximize its environment by opening up to using social media to increase its brand awareness all over the world. A combination of online media and through the use of television advertising ensures that Nike brand increases its brand awareness. The brand also stands a chance in increasing its promotions through sponsoring events like The Golden West Invitational, Hoop It Up and others. Nike is a well-known brand for a long time and hence companies and events are interested in being associated with its success. It is easier for Nike to align strategic alliances and acquire new promotions via sponsoring events associated with athletics and charity work to get a larger audience. The company can also use sales promotions such as coupons, special offers to consumers, holiday offers and discount coupons to ensure that the new products trigger the curiosity and attention of the consumers. These sales promotions will motivate the audiences to buy Nike products in large numbers.

Figure 2: Showing a successful Nike print advert featuring a famous basket baller Charles Barkley

The main goal of advertising the Nike brand is to increase the awareness of its quality products in larger populations. It is important to target the ads made concerning Nike according to the set values and cultural standards that are internally observed. Adverting in social media and television shows is expensive and usually characterized by large brands like Nike. Using ads increases the demand for the Nike products and the use of celebrities to offer the products on media platforms creates a professional look, assures the clients of high quality of the products and increases the attention consumers give the Nike products.

Figure 3: Showing Nike alternative adverting method of employing emotional adverts. It tells of an inspirational story where the voice of the audience that tells them ‘You Can’t’ is countered by the organizations strong advice of ‘Just Do It’

Figure 4: Showing an alternative Nike advert Nike used to lure large masses in Spain where football has a fanatical following

When a product is associated with a favorite celebrity, most consumers change their preferences and prefer to buy the new products being advertised. Most consumers imitate the behavior of the celebrities associated with a product and end up acquiring the products being advertised. Hence, it should be part of the plan to ensure that Nike products are launched and advertised by famous people who will attract more consumers. Nike can increase its brand ambassadors to include famous footballers, golf players, basketball pros and other athletes like Lance Armstrong, Ronaldo, Carlos, Tiger Woods, and LeBron James. Nike should focus its advertisements on other countries and using other celebrities and famous people in other countries, for instance, Baichung Bhutia from India. The brand name is guaranteed to succeed if its advertisements are tailored for specific regions. For instance, the Nike adverts in Canada can focus on famous footballers in that region, and similar products can be advertised through other celebrities in other nations. This is a unique way to ensure the success of the brand through studying the audiences, identifying the differences in preferences, ensuring that the product meets the standards expected and creating unique ads for different audiences.

Figure 5: Showing Alternative Nike advert on a Camp Tito playground

Advertising the products of Nike can also be done through personal services offered to consumers. Sales staff should be trained in helping consumers make the right choices of the offered products, provide information concerning improvements in the products and making sure that the consumers are satisfied. A word of mouth or experience narrated by a first-hand consumer is the best form of advertising. This is an easier way to attract more consumers and retain a large number of consumers preferring the brand over other athletic footwear producers. The personal contact with consumers also builds strong relationships that lead to feedback on any improvements that need to be done, that reveal areas with niches in the footwear market and ensures that the products meet the desired expectations.

Figure 6: Showing an alternative Nike advert showing a goal keeper’s best attire

When Nike plans to launch new products, the use of direct advertising is important to make sure that the new products get the right audience, the quality is acceptable to the existing consumers and the advertising its place heavily. The staff will also directly contact the organizations and individuals falling under Nike’s target market segments. Nike will approach colleges, football clubs, organizations, and other markets to advertise its products and get events to sponsor. Public relations and observing a good social responsibility plan are important in increasing the events to sponsor, awareness within a community, the need for community organizations and companies to be associated with the Nike products and solve issues that the community may be experiencing.

Nike products will be well known to the public through the use of social media. Social media is the most appropriate way to reach the audience between the ages of 18 years and 26 years. Creating ads through social media platforms like Facebook, Twitter and Instagram is important to reaching large numbers of people with the new latest products from Nike. Most young people access the internet via their mobile phones, tablets or laptops, making it easier for them to access the ads while online. Nike easily creates a buzz with any social media interaction because it is a worldwide known company. Nike has improved its technology and products to include dancing shoes and parkour. These improvements need to be promoted via social media to reach targeted consumers. The social media platform is important in helping the consumers share photos of products, engage the company via the online platform, demonstrating sports skills through the use of the Nike products and engaging other users by sharing their experiences.

Figure 7: Showing Nike digital advert used on Facebook that is simple and straight to the point. This makes it easier for the readers to understand the products on sale and make their choices easily

Nike also needs to focus its media reach via television advertising, website improvements, social media awareness campaigns and promotions, sponsoring events, media coverage via major sports events and engaging celebrities associated with its brand online. The Nike website needs to be full of emotions, show real people using the products, narrate the true experiences of athletes and any other consumers of the products. A well-connected media plan ensures that the company increases its networking, attracts new consumers and improves on the interaction with the community. Media platform requires Nike to use clear images, high-quality videos, observe the socially acceptable values.

Figure 8: Showing a Nike digital advert through Instagram that promotes its shoes by using a famous basket baller, Kendrick Lamar.

An effective media plan will also require to involve ads that create a reaction from the receivers. Nike needs to focus its ads to sell high-quality products and evoke a reaction from the receivers of the ads. The effectiveness of an ad to bring out emotions from the consumers is a means to succeed in getting a product accepted by the community. Nike requires to include the emotional experiences of the consumers while advertising on the media. The taglines and the stories are what the company is proud to share with the world, and reveal that they solve niches existing in the market in unique ways. The company should tell of its long-time maneuver through hardships, overcoming enemies and building a successful brand in the end. The company needs to make the audience identify with its tagline ‘Just Do It’ in every aspect of their lives. The media coverage will also focus on print media like magazines, newspapers, journals, and others to make sure that the targeted audiences are reached.

The financial requirements of the advertising the company involve a budget of 10, 000,000 $.

Deng, T. (2009). “Just Done It” --- Nike’s New Advertising Plan, Facing Global Economic Crisis. International Journal of Business and Management.

Kearney, N. (2009). Nike Company Cooperate Responsibility Report.

Parente, D., & Straus Baugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.