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If you have ever wondered what the best way to market a manufactured product is, you have come to the right place.
In this article, we reveal a simple but effective marketing strategy and explore one of the best marketers in the world: Nike.
The best way to market a manufactured product is to do these 5 things:
1. Tailor your marketing to your target market
2. Use traditional marketing strategies
3. Use modern marketing tactics
4. Build a strong brand identity
5. Gain celebrity or influencer endorsements
Let’s now review how Nike uses these 5 components to market their manufactured products.
As we get into the details of how Nike’s approaches their marketing, here are two important articles that will help you build your marketing strategy:
The best way to market a manufactured product is to develop an effective and comprehensive marketing strategy that is
An example of this can be seen in the way that Nike Inc. successfully markets its products.
Nike Inc. understands that its target market is generally composed of young adults and teenagers who are interested in sports and athletics.
As such, the company has created an effective marketing strategy that is tailored to the interests of this particular audience.
For example, here is a screenshot of their website, arguably the #1 most valuable piece of real estate owned by the Nike brand.
Keep in mind that every single portion of this section of their website has been carefully planned to work in union with their strategic plan -- which trickles down from their CEO, executive team, and ultimately their Board of Directors.
Notice, above the fold, their super simple use of language, use of colors, their lack of color, the 3 main products they are promoting, and very simple navigation.
As we review how Nike is marketing their manufactured products, a very important factor to review is their use of their chosen Customer Value Proposition. If you have read our various tutorials on choosing your customer value proposition, you know the three models are:
If you aren’t familiar with these three fundamental business models, you will get a lot out of starting with the Customer Intimacy value proposition, as understanding this core principle will help you as you develop your marketing strategies, and better understand how your competition is positioning themselves in the marketplace.
And, if you are dialed in on how these business models affect your marketing, you will put the odds of success in your favor because most of your competitors won’t be applying these core principles simply because they probably don't know how. (But you will as you study these tutorials).
Nike Inc.’s marketing strategy focuses on using a combination of traditional and modern marketing techniques.
We aren’t going to provide too much info here as there are endless tools and resources for enhancing your traditional marketing.
Just know that Nike has a nearly $4 billion advertising budget. Whether a mainstream billboard in downtown Manhattan, a sequential TV ad campaign during primetime soccer and footbal events or multi page ads in the most read sporting magazines and print, this gives them plenty of resources to test and roll our big!
But know the most important part of their advertising budget revolves around them knowing who their customer is, and what they most want.
Regardless of the budget, this is something that every successful company must devote resources to understanding. And this activity in itself can become a competitive advantage for you and your marketing team.
Again, learning digital marketing tactics is plentiful online, and this includes social media campaigns, website design, search engine optimization, and influencer marketing.
Nike has mastered these techniques.
All of these strategies help Nike create a strong presence on the web and ensure that its products are seen by the right people.
But all of these techniques is done with the intent to build their brand, so that retailers will want to sock their products.
Nike Inc. also leverages its brand name to successfully market its products.
Looking back at their home page, another very important factor to consider is that they are leading with their products as their main attraction.
This combined with no reference to the actual customer, tells us that Nike does not compete on a Customer Intimacy value proposition, leaving either Operational Excellence or Product Leadership.
Knowing your customer value proposition is important because it tells the marketing department how to choose language, what kinds of images to use, how to choose campaigns, and much more.
For example, the first real stated customer benefit is at the bottom of their website, where they show a happy, smiling customer, reveal their shopping policy with the word FREE, some customization ideas, and how to become a member.
Compare Nike's strategy to a company like Travelers Insurance, who leads with messaging focused on YOU: "The right insurance for you. We've got you covered every day and when it matters most.
Nike uses these strategies to build trust and use its brand name to create a sense of loyalty among its customers. By offering loyalty programs, discounts, and exclusive offers, Nike Inc. is able to encourage customers to return to the company for future purchases.
In addition to the traditional and digital marketing strategies that Nike Inc. uses to market its products, the company also makes use of other very well-known and highly successful tactics, which leads us to #5.
By signing on high-profile athletes and celebrities to endorse their products, Nike Inc. is able to leverage its star power to reach a vast audience, specifically targeting its ideal customers.
For example, here is a screen capture from their @Nike Twitter feed, featuring golfer Brooks Koepka, who joins Jack Nicklaus and Tiger Woods as the third golfer to win three or more PGA Championships.
As you can see, Brooks is proudly wearing and promoting Nike’s famous dark logo against a clean white shirt and hat.
Traditional paid advertising probably couldn’t promote the brand as effectively as this.
This is a huge win for Brooks and a big win for the Nike brand.
Additionally, Nike Inc. runs various promotional campaigns and events, such as product launches, contests, and giveaways, to help create buzz around its products.
Overall, Nike Inc.’s marketing strategy has been highly effective in helping the company reach a wide range of customers and successfully market its products.
It should be clear to you that Nike’s customer value proposition is focused on Product Leadership. That is, they sell a higher priced item, they focus on investing massive resources to aligning with the best talent in the world and they focus their messaging leading with a product focus.
With these strategies in front, they can then build out their marketing strategy for their huge line of manufactured products.
By utilizing a combination of traditional and modern marketing techniques, Nike Inc. has been able to create a strong presence in the market and ensure that its products are seen by the right people.
Lastly, by leveraging its brand name and partnering with high-profile celebrities, Nike Inc. has been able to create a sense of loyalty among its customers and encourage them to return to purchase its products.
For two very helpful articles that can boost your marketing campaigns, visit these two resources:
For more helpful resources on building your marketing department, go here:
Effective marketing strategies for manufactured products can vary depending on the industry, the target customers, and the desired outcomes. However, there are some common strategies that can be used to effectively market any manufactured product.
First, it is important to understand the customer’s needs and desires, and to create a marketing strategy that directly addresses those needs and wants. This can be done through market research, surveys, and customer interviews.
Once customer needs and wants are understood, it is important to create an effective message that resonates with the target audience.
This message should be tailored to the customer’s needs and should be communicated through multiple channels to ensure maximum reach.
Second, it is important to consider the power of influencers. Having influencers endorse a product can be a great way to drive product awareness and boost sales. This could be done through influencer partnerships, sponsored content, and product reviews.
Finally, it is important to invest in digital marketing tactics. This could include search engine optimization (SEO), content marketing, email marketing, and social media marketing.
These tactics can help to increase brand visibility and drive customer engagement.
To make sure a manufactured product stands out from the competition, it is important to focus on creating a unique customer experience. This could include creating a unique product design, offering unique customer service, and providing unique value-added services. Additionally, creating a well-crafted and engaging brand story can help to differentiate the product from competitors.
It is also important to leverage digital marketing tactics to ensure the product stands out.
This could include SEO, content marketing, email marketing, and social media marketing. Additionally, utilizing influencers to create product endorsements and reviews can be a great way to increase visibility and differentiate the product from the competition.
Finally, it is important to consider the customer experience when selling the product. Offering incentives such as free shipping, discounts, and special offers can help to differentiate the product from the competition and increase sales.
The best channels for advertising a manufactured product depend on the industry, the target audience, and the desired outcomes. However, there are some common channels that can be used for any product.
First, it is important to consider digital marketing tactics.
This could include SEO, content marketing, email marketing, and social media marketing. Utilizing these tactics can help to increase brand visibility and reach a larger audience. Additionally, investing in paid advertising on search engines, social media, and other digital channels can be a great way to reach a wider audience.
Second, it is important to consider traditional marketing tactics.
These could include television, radio, print, and outdoor advertising. Additionally, sponsoring events, sponsoring influencers, and utilizing direct mail can be great ways to increase product awareness and reach a larger audience.
Finally, it is important to consider word of mouth marketing.
Encouraging customers to share their experiences can be a great way to drive product awareness and increase sales. Additionally, offering incentives such as discounts and free products can help to incentivize customers to spread the word about the product.