Promotional Strategy is an integral part of the marketing strategy for reaching the target market!
There are 4 keys to the promotional mix(strategy). Advertising, Public Relations, Sales Promotion, and Personal Selling. Hmmm... does Nike do this effectively....? Dumb question, I Know.. OF COURSE!
Advertising.
Advertising is most commonly used through "transistional media (mktg 3)" such as TV, radio, newspapers, magazines, books, direct mail, billboards. These modes are used because they are using advertising as a way to communicate with large amounts of people, to keep their brand fresh in their minds. Lets See how Nike effectively uses Advertisements.
TV.
This TV advertisement is from Australia during the Sydney Olympics. By using athletes from different sports, it interests different people depending on what sport they follow or know. Talk about communicating to a large number of people!
BILLBOARD
Public Relations.
Public Relations is used to create a positive public image to your desired target market. Since Nike has such a wide target as a whole, they use Public Relations effectively to promote the whole Nike brand, not just certain items or product lines.
To gain even more of a positive image, Nike holds "Nike Sparq Training Camps" at select areas around the nation where they have professional coaches and they have drills for people to do. At the end athletes get their SPARQ Rating. It is a measure of athleticness... and its FREE as long as you can get there. Also, with your rating, you can compare with other athletes around the nation. I NEEEEED to go to one of these! I consider myself a pretty athletic guy. In high school I played soccer track and cross country. I would have done Basketball or Football if I could.
Sales Promotion.
This stimulates consumer purchasing and dealer effectiveness. I usually don't hear much about Nike sales promotions. However, I do love when Nike has contests on nike.com where you can win free Nike gear. A couple years ago, I won a free deck of Lebron James playing cards because of a Search and Win Game where you had a list of things to find in an animated Lebron James house. I googled nike sales promotions and I discovered various websites offering Nike coupons that can be very useful especially during this time of the year.
LINK: http://www.dealtaker.com/Nike-coupon-code-a2153-c.html
Personal Selling.
This is usually when there are sales people trying to sell you a good or service. The only time I know when Nike sales people help the usually customer is when we ask for assistance in their retail store and then the employee tells us everything about the product. I assume that Nike has salespeople who market their brand on a larger scale, for example , the University of Oregon.
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