Interesting piece on Nike in this weekend's NYT, entitled The New Advertising Outlet: Your Life. Great look at the way Nike is approaching the non-traditional space. Here's some highlights:
“We’re not in the business of keeping the media companies alive,” [Trevor] Edwards says he tells many media executives. “We’re in the business of connecting with consumers.”
Much of [Nike's] future advertising spending will take the form of services for consumers.
“We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go,” said Stefan Olander.
While $29 for a Nike+ sensor hardly covers the cost of the device and the site maintenance and customer service, Mr. Edwards coolly points out that Nike+ is as much about marketing as it is about product.
As consumers spend more time online, running their virtual lives and connecting with other people more through typing than talking, Nike executives...want more physical interaction with brands. [Nike] pays 5 coaches and 17 pacers to lead runs three times a week in Central Park. The group sprint[s] out of the store’s 57th Street entrance...a human billboard for Nike."
Marketer are changing the nature and quality of their relationships with the folks they are trying to reach. And what they are saying (and selling) when they reach each other.
For those playing buzzword bingo, the NYT never disappoints:
- Ad as endpoint --> Communication as Relationship
- Traditional Media --> Brand Experiences
- Interruption of experience --> Enhancement of experience
- Products --> Services (Nike, Nokia, Google)