“Just do it.” That’s Nike’s slogan, and it looks like the sportswear giant may well have done it once again. The Oregon-based company is not the world’s biggest sportswear manufacturer for nothing, but this time it has gone against the grain, abandoning the strategy on which its success was built.
Traditional top-down TV and print advertising, always seen as the keystone of Nike’s success, has receded into the background as Nike has gone digital. Spending on traditional media has dropped by 40 percent since 2009. However, the company’s total budget for marketing was a record US$2.4 billion last year. Where has that money gone? In a word, online.
The nucleus of its new approach is the Nike Digital Sport division that was founded in 2010. In partnership with Apple, the division has overseen the development of the Nike+ running sensors. Millions of people now use the devices to track and log their performance. This year, an energy-monitoring wristband called the FuelBand was launched.
However, creating cool gadgets is just a small part of the overall plan. In 2010, Nike spent almost US$800 million on nontraditional advertising, and that figure is growing. Major sporting events like the World Cup were preceded by extensive TV ad campaigns in days gone by. That money is now diverted into online channels, with big teams of engineers on board to provide the infrastructure.
數位化革命 Nike創新局
「做就對了。」這是 Nike 的廣告語，而看來這個運動服飾巨擘又再次完美詮釋了這點。這家根基於奧勒岡州的公司能成為全球最大運動服飾製造商不是沒有原因的，但這次它反其道而行，拋棄了使其得以成功的策略。
一向被視為 Nike 成功基礎的傳統電視及平面廣告因 Nike 走向數位化而退居幕後。傳統媒體的花費自二○○九年以來已減少四成。然而，這家公司的整體行銷預算卻在去年創下廿四億美元的新高。這些錢跑哪去了？簡單兩個字：網路。
Nike 新方法的核心為二○一○年成立的 Nike 數位運動事業部。和蘋果合作的這個事業部監督了 Nike+ 跑步感應器的發展。數百萬人現在使用這些裝置來追蹤並記錄他們的運動表現。今年 Nike 則推出一款名為 FuelBand 的體力監測腕套。
然而，創造酷炫裝置只是整體計畫的一小部分。二○一○年時，Nike 花費將近八億美元在非傳統廣告上，而這個數值仍在增加當中。以往世界盃等主要體育賽事開播前會有鋪天蓋地的電視廣告活動。現在這筆預算則轉向線上頻道，以及隨時待命以提供基本設施的大型工程師團隊。
資料來源：biz 互動英語電子報
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