[Source, Rosie Baker, Marketing Week]
Nike’s vice president of digital sport Stefan Olander, says Nike created an “ecosystem” of digital services with digital fitness services Nike Plus and Silver Cyber Lion winner at Cannes Fuel Band that complement its product range and encourage consumers to connect with the brand daily. In doing so, Nike has built a marketing strategy into a business strategy, according to Olander. He adds:
“Nike Plus was an experiment, but good marketing is solving things for people, making things easier and helping people get better at what they want to do. If that works, you can turn it into a service, when it becomes a service it becomes a component of your business.
“When you have millions of people that come back and reconnect with your brand multiple times a week, your realise that that connection is more valuable and powerful than any traditional pushed marketing messages.”
Presenting to delegates at the industry event, Olander said:
“In classic marketing, buying the product is the end of the relationship. The thinking has completely shifted so that the purchase of any Nike product needs to be the beginning if the relationship. [with Nike Plus] we created a link stronger that anything we could ever say in our communications.”