Nike rethinks traditional advertising

Great piece in the Sunday New York Times that looks at how Nike is having second thoughts about the way it has done a lot of conventional (mainly TV) advertising.

True, Nike increased its spending on traditional media in the United States by 3 percent from 2003 to 2006, to $220.5 million. But in the same period, it increased its non-media ad spending 33 percent, to $457.9 million, according to the Advertising Age data.

Behind the shift is a fundamental change in Nike’s view of the role of advertising. No longer are ads primarily meant to grab a person’s attention while they’re trying to do something else — like reading an article. Nike executives say that much of the company’s future advertising spending will take the form of services for consumers, like workout advice, online communities and local sports competitions.

“We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go,” said Stefan Olander, global director for brand connections at Nike. “How can we provide a service that the consumer goes, ‘Wow, you really made this easier for me’?”

That last comment is interesting because it’s what a lot of people in our space are trying to do in retail and other public places – interrupt their journey in a store or other place and sear a brand message into their craniums.

It certainly works for a percentage of the audience, but Olander’s point of view — getting people to start looking because they get real, ongoing value — is very relevant to what we’re up to.

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Explore posts in the same categories: Opinion, Sightings

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