Good Marketing Adds Value To the Reader’s Day
Those looking to put a little spring in their step today should check out this new Nike ad, based on the U.S. victory at the Women’s World Cup. This is marketing at its finest, providing the viewer real value in exchange for their momentary engagement, while creating a lasting perspective of the company as a thought leader (in this case, more a spiritual leader).
In my career, I created many dozens of gifts to be freely given to my clients’ prospective customers, all for the purpose of positioning that client as the definitive leader, and solver of problems in their business arena. For Penske Logistics, for instance, I wrote a 60-page manual called “Supply Chain Logistics: A Planning Guide for Senior Management,” a series of provocative questions that force the reader to confront the tough issues that surround optimizing the way goods would flow through his supply chain, and get him to realize that he’d be very foolish to try to address these issues without expert third-party assistance.
At prospects’ request, we sent out perhaps a thousand copies to be read and assimilated at the prospect’s leisure, but ideally, that planning guide would come attached to a Penske sales rep, who would use it in an interactive session with one or more C-level executives in the prospect’s organization.
We put $154 million of potential revenue in Penske’s sales pipeline over a two-year engagement. A considerable success by any standard, but I can’t imagine it made people light up like that Nike ad. Great job.
so Nike thinks they are more special than the members of the women’s soccer team
One could look at it that way, but I didn’t.
m. edmund howse,
I’m not sure how you reach that conclusion ? IMO the ad highlights and celebrates not only the achievements of the Women’s soccer, the US team and portrays the individual players in a very positive and praiseworthy manner.
But perhaps you see an aspect I don’t, if so, please elaborate. Where’s the harm ?
Craig,
You are quite correct, a brilliant advertisement, terrific choice of photo and very powerful publicity for Women’s Soccer.
The ad captures all the excitement and passion of the game while emphasizing the “watchability” of the Woman’s team.
Well done Nike! Being associated with winners is an excellent marketing ploy, even more so when helping deserving cause.
(You have a true gift for finding the best photos 🙂 )
Penske eh? Is that the same Penske Motor Group own and operate Toyota, Lexus, and Mercedes-Benz automobile dealerships throughout California and Texas? Penske owned Longo Toyota in El Monte, California is the world’s largest dealership and biggest Toyota retailer in the United States.
Now I understand why you don’t support Tesla or any EV manufacturer.
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