Nike Inc. is one of the world’s leading manufactures, marketers, and distributors of athletic footwear, apparel, equipment and accessories for a wide range of sports and fitness activities. The company has developed an impressive promotional mix to give their brand massive exposure all over the world. In this essay we will be evaluating Nike’s current promotional strategies, examining their strengths and weaknesses as well as giving alternative strategies they could use in order to better reach their target audience. We will also explain how Nike can effectively make use of Social Media Marketing to help promote their products and services.
Currently Nike utilizes a combination of Above-the-Line (ATL), Below-the-Line (BTL) & Through-the-Line (TTL) methods in order to market its products globally. ATL methods include television commercials as well as radio adverts that are aired during prime time slots in order to maximize exposure for the brand on both local and global levels. BTL techniques such as event marketing or sponsorship deals are used by Nike to build relationships with athletes which ultimately increases its reputation amongst key stakeholders such as customers and suppliers alike. Lastly TTL techniques such as online campaigns have been widely implemented by the company enabling it reach out directly to consumers through its own website or via multiple social media platforms like Facebook or Twitter; providing them with information about new products / services releases while simultaneously allowing them interact with fellow customers in real time further strengthening customer loyalty towards the brand itself.