????請試著回想一下你近期在電視上看到的耐克廣告片,。如果你想不起來,，不要感到驚訝。盡管耐克的營銷總預算仍然在穩(wěn)步攀升,，去年更是達到了創(chuàng)紀錄的24億美元,，但它花在美國境內(nèi)的電視和平面媒體上的廣告費三年內(nèi)就劇減了40%。
????布萊恩?科林斯是一位品牌咨詢師,，也是一位廣告業(yè)的資深創(chuàng)意總監(jiān),，他說：“現(xiàn)在，耐克已經(jīng)很少投放傳統(tǒng)媒體廣告了,?！?/p>
????過去那種從上至下、圍繞熱門單品發(fā)起的營銷攻勢已經(jīng)一去不復返了,，無論是請巨星老虎伍茲代言,，推出明星簽名版的“空軍一號”（Air Force 1），還是發(fā)布戲仿20世紀80年代末期由布?杰克遜出演,，光靠耐克的品牌標識就能銷售整個品牌的“布知道”（Bo Knows）廣告片,。這些營銷手段已經(jīng)被全新的、充滿互動元素的營銷活動取代,，它們能讓耐克公司與用戶直接溝通,。從監(jiān)測運動狀態(tài)的腕帶；到約翰內(nèi)斯堡豎起的30層樓高的耐克Twitter粉絲留言大屏幕,；再到由奧斯卡提名導演拍攝,，不在電視黃金時段播出，卻在Facebook上首映的大型廣告,，都是這種新營銷趨勢的體現(xiàn),。喬恩?邦德是克森鮑姆?邦德?塞納克合伙公司（Kirshenbaum Bond Senecal & Partners）的聯(lián)合創(chuàng)始人，現(xiàn)在經(jīng)營著一家社交媒體廣告公司。他說：“很明顯,，耐克公司認為,，就算完全沒有大規(guī)模的電視廣告，它們的業(yè)務照樣能做得風生水起,?！?/p>
????出現(xiàn)這種轉變的原因很簡單：耐克需要貼近消費者。其核心消費者形象是一名17歲的少年,。他運動鞋上的花費要比成年人多出20%,，但他早已放棄了電視，卻在各類網(wǎng)絡社區(qū)中過得如魚得水,。耐克不僅認為自己已經(jīng)無需借助大規(guī)模的電視廣告就能開拓市場,，它還表示，數(shù)字世界能讓其品牌與消費者形成更緊密的互動——緊密程度或許可以媲美耐克發(fā)展早期,。當時,，也就是20世紀60年代，公司創(chuàng)始人菲爾?奈特開著自己的車,，親自賣鞋,。不久前，在接受《財富》雜志（Fortune）專訪時,，耐克首席執(zhí)行官馬克?帕克在比弗頓他那間充斥著小擺設的辦公室里表示,，這是個重大轉變。他說：“以前的溝通的模式是,，這是我們的產(chǎn)品，這是我們做的廣告,，希望大家喜歡,。但現(xiàn)在的溝通方式則是對話?！?/p> |
|
|
????Just try to recall the last couple of Nike commercials you saw on television. Don't be surprised when you can't. Nike's spending on TV and print advertising in the U.S. has dropped by 40% in just three years, even as its total marketing budget has steadily climbed upward to hit a record $2.4 billion last year. "There's barely any media advertising these days for Nike," says Brian Collins, a brand consultant and longtime Madison Avenue creative executive.
????Gone is the reliance on top-down campaigns celebrating a single hit -- whether a star like Tiger Woods, a signature shoe like the Air Force 1, or send-ups like Bo Jackson's 'Bo Knows' commercials from the late '80s that sold the entire brand in one fell Swoosh. In their place is a whole new repertoire of interactive elements that let Nike communicate directly with its consumers, whether it's a performance-tracking wristband, a 30-story billboard in Johannesburg that posts fan headlines from Twitter, or a major commercial shot by an Oscar-nominated director that makes its debut not on primetime television but on Facebook. Says Jon Bond, co-founder of Kirshenbaum Bond Senecal & Partners who now runs a social media agency: "Clearly they think they can get by without big television campaigns anymore."
????The reason for the shift is simple: Nike is going where its customer is. And its core customer, a 17-year-old who spends 20% more on shoes than his adult counterparts, has given up television to skip across myriad online communities. Not only does Nike think it can do without the mega-TV campaigns of old, it says the digital world allows the brand to interact even more closely with its consumers -- maybe as closely as it did in its early days, when founder Phil Knight sold track shoes out of his car in the 1960s. That's a major change, Nike CEO Mark Parker explained to Fortune during a recent interview in his tchotchke-filled office in Beaverton. "Connecting used to be, 'Here's some product, and here's some advertising. We hope you like it,' " he says. "Connecting today is a dialogue." |
