Brilliant Nike Marketing… at least I think so.

One of the numerous screens you get on the Nike+ site. This one is the detail of a specific run (or in my case walk).

This is a story about Nike+, which was one of the case study examples presented in the ‘Next Evolution of Marketing’ book I blogged on in my previous post.

I was enamored with the story about Nike+

It goes kinda like this.  Faced with flat sales new intense competition from Adidas/Reebok, Nike  could have invested in traditional expensive advertising campaigns, but instead embarked on a clever and symbiotic joint Marketing AND technology program with Apple.  The approach involved re-acquainting themselves with their loyal customers, and appealing to the larger running community. It was really an example of marketing with meaning… creating a program that does improves people’s lives, and appeals to their desires for achievement.

The program

In a nutshell, the program involves:

• An iPod or iPhone.
• A transmitter that plugs into your iPod or iPhone . A receiver that fits into your Nike+ enabled Nike shoes.  This package sells for $29.
• Nike+ shoes. Many models available with a special space under the removable insole for the transmitter. These sell for anywhere between $60 and $125. You have to have the Nike+ model.
• A membership on the Nike+ web site, which tracks all your workouts.
• Apple’s iTunes program on a Mac or PC.

What Nike knew, is that avid runners tracked their workouts already, but did so either very manually, or with some computer aided tools.  But Nike took it a step further to fully automate the process, provide awesome visual goals and tracking of your workouts, and create what would be the largest running community in the world – a global community. Users can share workouts, running courses, goals, and  more.  And of course the web site includes a shopping section where you see gorgeous presentations of their sharp lines of shoes and other running gear. Talk about getting their customers more deeply connected to their brand!

I fell for it

I  decided to engage in the program myself. I wanted to experience this brilliant marketing firsthand.  Partly because I wanted to see if it really felt brilliant, and partly because I’m getting an early jump on the New Year’s resolution to be working out again.  So off I went to buy the sensor package from Apple, and a new pair of Nike+ enabled shoes. I plugged into my iPod Nano, and fired up another audiobook.  So far, I still think this is brilliant marketing at its finest.

Go check it out for yourself. www.Nikeplus.com and the Apple Nike+ iPod Sport Kit.

Great Marketing Read – ‘The Next Evolution of Marketing…’

I’m always on the lookout for something new… something different in Marketing tools. Found this browsing at Borders a few weeks ago, and its pretty hot off the press.  The subtitle is “Marketing with Meaning’, and it really is chock full of good ideas good examples, and inspiring thoughts.

For those of us looking to get beyond interrupt-driven marketing, and even beyond good solution marketing, I say this is a must read.

The audio version available through Audible.com was really well done too.  Kept me going through numerous workouts.  Exercise the brain while exercising the body?  Cool! And… on the book’s web site, there’s also an iPhone book companion to help exercise what you read.

Learn more here:

The Next Evolution of Marketing - Connect with your customers by marketing with meaning.
Bob Gilbreath, Cheif Marketing Strategist, Bridge Worldwide.

• Change This Manifesto: Meaningful Digital Strategy
• Marketing with Meaning.com
• Print version on Amazon.com
• Audio version on Audible.com

Life is short. Live well.

Ah… the New M3 Wheels!

Got the two new (well replacement) wheels on the M3 Competition.  Man that was a nasty experience to go through.  These of course are the special M3 Competition wheels and they are simply a thing of beauty.  As I have always said, the two most important elements of a car are the stance, and the wheels, and they go hand in hand.  Just happy she’s back in 100% condition again.

While I was at it I changed the rubber all around.  Decided to go with the cost effective and highly rated Hankook Ventus V12 Evo.  So far really happy with them.  Time will tell how well they wear and stay quiet..

So what was the deal with needing new wheels?  Wasn’t a fun experience.  Was driving up 680 home one evening about a month ago and out of nowhere appears in my lane something big and long and very solid.  Still don’t know what it was. Both right wheels ran over it with a major, major noise and a cringe from me as I know… this isn’t good. I continue driving and holding my breath waiting to see if I am losing air and getting a flat.  Within a few hundred yards I see a car pulled over.  Then another.  Then another.  Man… there were 8 cars pulled over attending to flats or checking out their car!

I’m driving carefully and still monitoring the tires and I don’t seem to have a flat, so I make a decision to keep going and make it home.  If there is wheel damage there is nothing that pulling over now will do except make me start crying a little earlier.  So 15 minutes later I pull into my garage and again hold my breath as I do the inspection.  Do I possibly have the luck and find no damage? Or do I find what I’m expecting – two damaged wheels? Yup… two damaged wheels.  What a shame.

A dozen insurance company calls, a trip to BMW and the tire store, and a month later, I’m back in 100% condition.  Happy.