Nike putting the swoosh in your social media

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Nike Pinterest Page

Social Media amplifies the power of word-of-mouth and this plays a large part in consumer behaviour. Brands such as Nike have realised this allowing them to dominate the online world.

21,920,178 likes – Facebook
4.1 million followers – Twitter
163,700 followers – Vine
59,626 followers – Pinterest
7,167,071 followers- Instagram
1,862,828 subscribers – YouTube

“For retailers in particular Word-of-mouth (WOM) has been an effective component of their marketing armoury for decades. The power of personal recommendations has of course now taken on a completely new and far-reaching persona in the shape of social media networks” (David Howell, 2014).

Nike started off back in 1964 and has expanded on from the traditional store. Nike has opened its doors to every kind of media. Nike covers Facebook, Twitter, Pinterest, Vine, YouTube and now has created apps for smartphones. Nike has used Facebook to communicate with consumers from all over the world. Nike also demonstrates understanding in cross cultural consumer behaviour by developing sub-categories within their Facebook page. For example they have pages specifically for football, golf and pages such as; Nike running France. This allows for Nike to address the difference in consumers due to their culture.

Nike has also taken on Twitter to develop exceptional customer service. Like their Facebook page Nike has separate feeds for each of their products. Nike updates their consumers on new arrivals and if a product has sold out, where else they can find it. Nike utilises Twitter in a way that allows them to develop credibility, which is essential for online marketing as this is where word-of-mouth happens.  ‘In terms of customer support, Nike is continually voted the best in the business’ (Walker, A, 2014).

Social media allows for companies and their consumers to strengthen the relationship and engage more. Social media also allows for consumers to evaluate products before purchasing them. Consumers can read reviews on a certain product from other consumers, this can result in either positive or negative feedback. Consumers can also be persuaded to purchase a product through celebrity endorsement. Nike has entered the health market via the use of sponsoring health gurus such as; Kayla Itsines who has a large following of young females. Having Kayla endorse Nike shoes and clothing influences consumers who follow her on Instagram or Twitter to associate Nike with a positive feeling as their brand will assist them in achieving the healthier lifestyle.

Kayla Itsines

Kayla Itsines

Nike has developed a strong understanding of how social media and marketing can work well together.

References:

David Howell, 2014, How social media amplifies the power of word-of-mouth, USM, http://usefulsocialmedia.com/marketing/how-social-media-amplifies-power-word-mouth#sthash.1fqVqfPU.dpuf

Walker, A, 2014, Brand FocusL How Nike Excels in social media, nukesuite, http://www.nukesuite.com/brand-focus-nike-excels-on-social-media/

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#WhiteShirtCampaign

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Companies are continuously trying to differentiate themselves from their competition. Companies thrive on positioning themselves and their products in the most positive light as possible. In order to do this companies need to resonate with their consumers.  The three marketing strategies; social marketing, sponsorship and cause related marketing are different forms of societal marketing. “Societal marketing can generate the long-term value needed for a company to survive and achieve competitive advantage” (Bronn, & Vrioni, 2001).

Marketers found that when companies adopt cause related marketing within their company this appeals more to consumers and places the company in a more positive image as it shows the company being more socially responsible and trying ‘to make the world a better place’.

Witchery is one of Australia’s leading fashion labels and is seen as a prestige brand and by utilising cause related marketing this allows them to have more of an impact in social marketing.

In 2000…

Witchery joins forces with OCRF (ovarian cancer research foundation) to start a 14 year partnership.

This started the White Shirt Campaign. Witchery designed a line of various styles of white shirts. 100% of every purchase goes towards research and support for Ovarian Cancer Foundation.

Joe Marconi stated “86% of consumers are more likely to buy a product associated with a cause or issue” (Marconi, 2002, pg.5) Not only is Witchery associating their brand with charitable causes but other high end brands such as L’Oréal Paris and Sass & Bide have paired with foundations to raise awareness. As these are “companies who want to appeal to the increasingly socially responsible consumer and meet business objectives at the same time.”

 

 

References

Bronn, P, S, & Vrioni, A, B, (2001), Corporate Social Responsibility and Cause- Related marketing: An Overview, World advertising research center, Vol. 20, No. 2, accessed from http://www.warc.com/fulltext/IJOA/49839.htm

Marconi, J, (2002), Cause Marketing. Dearborn Trade, A Kaplan Professional Company

Emirates – Cross cultural flying

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Globalisation is continuously expanding, allowing consumers to have access to the best products from various countries. Major corporations are finding more opportunities in other countries.

Emirates demonstrates what successful cross cultural marketing looks like. Through many of Emirates advertising there is still a sense of their brand origin however they manage to appeal to all cultures, as when flying or travelling you want to receive the best experience and be comfortable with your choice.

“Cross-cultural marketing is international marketing on a personal level. It means considering cultural differences when planning marketing campaigns and media; realizing the need for a balance between localization and globalization; and most importantly, implementing strategies that respect differences while seeking to unify brand messages”(E3 agency network, 2009).

Emirates is associating their brand with class and prestige. Emirates understands that their print advertisement will appeal to various cultures as the need for comfort when travelling is a universal need.

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Emirates understands their advertisements can be used across cultures as they are appealing for those who travel either for business or like to travel in more of upper class atmosphere. This allows emirates to focus their advertisements around the benefit of comfort and class.

Emirates is not the only company that has successfully entered cross cultural marketing. The Swedish brand IKEA has not only expanded its stores all over Europe but also America and now more stores are opening up around Australia.

Reference:

E3 agency network, (2009), Defining cross cultural marketing, https://e3network.wordpress.com/2009/03/03/defining-cross-cultural-marketing/

Adding a bit of sweetness to your day

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“Individuals have just one goal in mind: to obtain goods and services that meet their needs and wants.” (Schiffman et al, 2013)

I have to say I have experienced quite a few memorable CB experiences, however a recent one is my new favourite hangout/soon to be study spot. My friend and I are becoming regular customers at the Gwynneville bakery. With their amazing coffees, delicious sweets and mouth-watering savoury foods how can you not want to frequently return?

The atmosphere is welcoming and relaxed. Their staff are always friendly and helpful, so if you’re struggling with choosing a new drink like me they always have great suggestions.

Consumer behaviour can influence the decision of other potential consumers. It is clear from the amount of customers that enter Gwynneville bakery that they have the same CB experience that my friend and I have.
There is nothing that stands out for me the most at Gwynneville bakery (except maybe for their delicious food) because I find that overall they consistently deliver to meet both my needs and wants that I expect from a bakery.

Gwynneville bakery delivers everything you expect from a bakery; food and drink delivered reasonably quick, a great atmosphere, plenty of seating options, a range of food and drinks and excellent customer service. So does Gwynneville bakery understand the diverse needs and wants of their customers? Well yes they do, they understand with takeaway their customers expect quick response, with dine in their customers expect good table service and overall they understand their customers expect their needs attended to.
After writing this I could do with a coffee and a piece of caramel slice.

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Logo picture https://www.facebook.com/pages/Gwynneville-Bakery/191111191941

Schiffman, O’Cass, Paladino and Carlson 2013, Consumer Behaviour, 6th edition