PaulPowered.com

Nike Just Does It… Right

Aug 26, 2009 Advertising, Interactive Media, Internet, Marketing

I have always been a long time of Nike. I have has several pairs of their shoes from high school basketball and running shoes in the Marines, to the cross-trainers that I wear today. However, I have to begin by admitting that I wear another brand while running. For my feet, the other brand has been just more comfortable and supports my feet and my running style more. I have been quite consistent about wearing the other brand when I became more cognizant of the comfort of my feet during trail and distance runs.

Enough about my running but, that’s the back-story. Nike has always done a wonderful job of delivering highly compelling, visually pleasing advertisements for a number of years. This past year was no different with the unique and funny Kobe and LeBron Puppet Series for the NBA Championship series. Nike is also pretty well known for how they are handling the social media aspect of their campaign. Among the large corporate heavyweights in the Social Media area are Starbucks Coffee and Nike.

I can write forever on the organization’s Social Marketing efforts but this is really only an analysis of one of their email marketing campaigns. With the email below, there are many awesome aspects to it that make it effective.

• First, it is visually compelling.
• Second, the fact that it identifies that it is one of four tells me that they are going to follow up with a few more.

Now the content of the email was really a welcome email that welcomed me with some calls to action. Set a goal, meet some friends, track your runs and so on. It was also followed up by a brief survey at the end. I must admit that I have not filled it out yet but I definitely will.

Below, you can check out an excerpt from the survey.

Here’s the thing: regardless if I do any of the calls to action Nike as made it extremely easy to provide feedback by putting the survey in the email. The fact that they have made it so easy to respond makes me want to. I was so blown away by the email that I had to write this post before I answered the questions on the survey.

Additionally, the fact that they yearn for customer feedback sends the message that they care about their consumers. This makes me want to learn more about their new products. In closing, I did do some more research on their products and found a shoe that is right for my feet. I will buy them and return to Nike and may even be a long time/ repeat customer. Brands take note.

Tags: email marketing, Nike