Nike has HUGE balls
You probably have seen it by now how Nike created a social media firestorm with their decision on getting Colin Kaepernick to be the face of their new campaign.
It was a brilliant marketing move on Nike’s part, generating millions of dollars worth of publicity.
But it take huge balls to pull it off...
Huge enough that they can say: “hey you can burn our products for all we care, we don’t need your moolah”.
And there is a certain kind of appeal when you use this kind of marketing strategy.
You gain higher authority, set standards and send a message that says you will stand by what you believe in.
It helps you attract the kind of customers you want while repelling people you don't.
In Nike's case, they are attracting customers who support Colin while repelling those who aren't align with their beliefs.
But this strategy is not exclusively for the big boys.
Little guys like us can benefit too.
For example, I am against freebie seekers and tire-kickers, and I will call them out if I have to.
This set a standard for those who want to work with me because they know I don't deal with laziness and that put me above my competition because let's face it, most organization are afraid to dis their customers.
So how can you apply this "Nike strategy"?
First, make a list of the type of customers you don't want.
Then make a list of reason why you don't want them and build your business around that philosophy.
It works for any kind of biz....even affiliate marketing.
To your success,
Roderick
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Recent Comments
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You are so right Roderick - In my business I have people saying yes when they really mean no- tyre kickers and people who lack integrity and I do not want to invite these people as clients
Thank you for this great post
Vicki
Hi Roderick,
Interesting...and I do agree that Nike took a gamble with using CK as a spokesperson.
This is just my opinion.
I'm not a financial expert by any means but I think that the "negative" aspect was calculated into Nike's plans. As with most of the social media outrage/boycott efforts, it will be relatively short lived and not adversely affect Nike's bottom line. The destroyed goods will eventually be replaced. The loss in revenue can be offset by the free advertising.
As a small (and I do mean small!) operation, I do not think that creating a standard for those I wish to provide a service for is in my best interest. While Nike may well be able to absorb a drop in its customer base, I cannot. Actually, I don't have a customer base, so...
For your questions:
So how can you apply this "Nike strategy"? Nike's strategy will not work for me.
First, make a list of the type of customers you don't want. I refuse to call out any one for their beliefs and offer a service available for all.
Then make a list of reason why you don't want them and build your business around that philosophy. I refuse to call out any one for their beliefs and offer a service available for all.
Like I said, interesting. You brought up a side of this that I had not considered! Thanks!
Walking the Path of Peace,
Sanders
Hi Roderick, Maybe the story has some legs yet, especially if DT focusses on it, watch out for tweets:-) Best Alan
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Very interesting blog.