Samantha Tauferner, Charlotte Tenebrini Steckart, Isabella Tripp, Everett Wieczorek, Keaton Uecke
Sales Promotion and Advertising Plan
Nike Advertising Plan
Evaluating Marketing Effectiveness
Control elements are essential tools that our business can use to monitor and evaluate the effectiveness of our marketing strategies. These elements include both qualitative and quantitative measures that help us assess the impact of our marketing campaigns and make informed decisions about future marketing activities. One key control element is marketing metrics, which can be used to track and analyze various aspects of marketing performance, such as customer acquisition, retention, and engagement. Another important control element is market research, which can provide valuable insights into customer behavior, preferences, and opinions. Additionally, we can use control groups to compare the results of our marketing activities against a baseline group that has not been exposed to the campaign. By implementing effective control elements, businesses can optimize their marketing efforts and achieve better results in terms of customer engagement, loyalty, and revenue growth.
Ethical and Social Responsibility
People may take issue with us marketing towards teenagers who are vulnerable to advertising, especially through social media. This is ethical though and happens all the time. All the people we are marketing to on social media will be upwards of 13 to comply with federal regulation under the Children's Online Privacy Protection Act. Our social responsibility is already being met with our fair pricing for most teenagers to afford Nike Awesome shoes. Our main goal as a product is to make an affordable quality item for teenagers to be able to use. Providing shoes for this price can lead to more teenagers getting involved in track and field because we are making them accessible for them.
Interactive Marketing
Interactive marketing is an essential component of promoting any product, including the new affordable Nike track shoe. When trying to promote the new shoe interactive marketing can take many forms, including social media campaigns, online contests, and interactive ads. Social media is an effective platform for interactive marketing, as it allows companies to engage with consumers directly and create a sense of community around the product. For example, Nike could create a hashtag for their new track shoes and encourage high school athletes to share photos and videos of themselves wearing the shoes while training or competing. This type of campaign would not only generate buzz around the product but also create a sense of community among high school athletes.
Promotion Mix
Advertising - We would use advertising to build brand awareness and generate interest in the target market. We would show ads that showcase the shoes' features, benefits, and unique selling propositions. We would also use social media platforms to run targeted ads to reach our audience more effectively.
Public Relations - We would use public relations to showcase the product's benefits and the company's commitment to providing high-quality products. We would also collaborate with athletes, coaches, and sports teams to generate buzz and build credibility.
Personal Selling - We would use personal selling to educate customers about the product and its features. We would train our sales representatives to be knowledgeable about the product and its benefits to be able to answer any questions that potential customers may have.
In conclusion, the promotion mix that we would employ to promote affordable Nike Track shoes in our selected target markets would depend on the specific characteristics of the target markets and the promotional objectives that we want to achieve. By using a combination of advertising, personal selling, and public relations, we would be able to reach our target market effectively and generate interest in the product.
Product Life Cycle Channel Strategies
The channel strategies the product will use from the product life cycle will be the Nike website, advertising, traditional and direct to consumer marketing channels. In the introduction stage of the product life cycle the consumers will learn about Nike Awesome through the Nike website and advertising. In the growth stage of the product life cycle the advertising will increase to the consumers and the target market of high school track and field athletes. Continuing with the growth stage, consumer can purchase the Nike Awesome from the traditional or direct to consumer marketing channels. By having both the traditional and direct to consumer marketing channels it is an efficient way to get the product to the consumer as quickly as possible and increase sales. In the maturity stage the advertising will be pulled back slightly to let the product take its course and the end of the track and field season. In the decline stage the advertising stops and after the track and field season is over.
PR Opportunities or Pitfalls
Public relations opportunities for this product are in advertising and campaigning. One way we will do this is by going to different high schools and having student athletes use Nike Awesome shoes in a race. We will sponsor this race to promote the shoe and give recognition to student athletes. Another PR opportunity would be to connect to more student athletes with a high social media presence; any high school athlete with over 3000 followers would have the opportunity to work with Nike to promote the shoes on their platforms of choice such as Instagram Tik Tok and Snapchat. Nike will send them a free pair to use and give an honest review. Utilizing the athletes will be a key in the release of the shoes. We will also be running ad campaigns through Instagram, Snapchat, and Tik Tok to reach our target audience of highschoolers.
Nike has already been proven to be a trustworthy company in the eyes of the public therefore we have already built a working relationship with our consumers. “Dove, Nike, and Hershey’s are the top three “most trustworthy” brands according to consumers aged 13 to 36” (Furlong).
Furthermore, many highschoolers already own a pair of Nikes if not for sports, but for fashion (Statistica). Because of this it will be easier to promote our shoes with this generation.
The potential pitfalls may arrive if someone with a large social media platform who is not a runner makes a poor review video or posts about the shoes. To combat this though we will release personal testimonials from high school track and field runners along with professional athletes Nike already works with, for example, Sha'Carri Richardson. This will sway the audience to listen to those with experience in track and field over someone else an influencer with little running experience.
The Value of Digital, Social Media, and Mobile Marketing
The value of digital, social media, and mobile marketing is exceptionally large considering our target audience is teenagers. According to the American Academy of Child and Adolescent Psychiatry 90% of adolescents are on social media based on a study done in 2018. With this number we can comfortably say that social media advertising and mobile marketing is the more effective way to sell Nike Awesome shoes to high school track and field runners. To expand on our social media advertising, we would only target teenagers above the age of 13 to comply with the federal regulation COPPA act which protects minors from giving away personal information.
References
Boone, S. Marketing and protecting children. ANA. (n.d.). Retrieved April 27, 2023, from https://www.ana.net/miccontent/show/id/ii-2022-01-marketing-and-protecting-children
Furlong, H. (2018, July 11). Dove, Nike, Hershey's among millennials', Gen z's most trusted brands. Sustainable Brands. Retrieved April 27, 2023, from https://sustainablebrands.com/read/marketing-and-comms/dove-nike-hershey-s-among-millennials-gen-z-s-most-trusted-brands
Richter, F. (2019, April 11). Infographic: Nike remains a firm favorite of American teens. Statista Infographics. Retrieved April 27, 2023, from https://www.statista.com/chart/17692/teenagers-favorite-clothing-and-footwear-brands/
Vedova, H., & Technology, T. F. T. C. O. of. (2023, February 3). Complying with coppa: Frequently asked questions. Federal Trade Commission. Retrieved April 27, 2023, from https://www.ftc.gov/business-guidance/resources/complying-coppa-frequently-asked-questions
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