Nike rethinks media spend
I've been doing a lot of online advertising recently and one of the things that bugs me is the media planning.
There are always what I like to call superfluous ads. Silly small sizes and other ads that make you wonder why on earth anyone would book them.
Seems I'm not alone in this.
There's a terrific article in the New York Times today looking at how Nike are shifting their media spend from advertising to experience and social media.
“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers.” - Trevor Edwards, Corporate VP Nike.
posted by Stan Lee at 10:03 pm
2 Comments:
Stan,
I too read that article today. But I had a different thought. While it is great that Nike is focusing on non-traditional media -- it all is focused on "users" either of Nike or the category. The end-game, eventually you will squeeze all the dollars/purchases out of your base -- at some point every company has to be recruiting new customers. And while social media is great for many things, wouldn't you agree that good old fashioned advertising does one thing more efficiently than social or non-traditional media -- expose non-users to your product/category and give them a chance to discover that they want to learn more? It would seem from this article that Nike has possibly lost sight of that?
Tom Martin
www.helpmybrand.com
Good point Tom. Let's not forget though that it costs a lot more to aquire a customer than it does to retain one. Also brand advocates are a much more powerful way of spreading brand messages than advertising. Still, horses for courses as they say.
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