After analyzing and evaluating each part of its operation process and formulating the corresponding implementation plan, advertising planning will eventually form a programmatic summary document. The following brings you Nike online advertising plan, hoping to help you!
Nike Online Advertising Program (1) 1. Introduction of product advantages
Nike running shoes: For the chassis of shoes, Nike cooperated with a German company to produce a 7-layer carbon composite material, which was mixed with TPU and polyurethane to achieve the best performance. The chassis without pliers comes with it. This structure provides torsional stability for athletes and can increase the propulsion on the court. Feet are closer to the ground, giving athletes a feeling of smooth and smooth tread. The reinforced inner extension strip provides support for the foot, which increases the impact force when the toe kicks the ball again and avoids the reverse bending in the process of touching the ball. Carbon fibers are woven together at a special angle, which can achieve maximum flexibility, light weight, fit and support without losing strength.
Nike running shoes: In Korea, spikes and spikes are added to the soles by injection molding to form a single large sole. Shoe spikes provide an ideal grip for fast runners, which enables them to accelerate quickly when dribbling or running on the court. SL's heel guard barrel is designed to be small and fix the heel position.
Second, materials.
Third, advertising language.
Do it. Do it.
Grab the ball with the ball.
The last blow will kill.
You can do anything you want, you can do anything.
If you really want it, as long as your heart is firm!
Fourth, the advertising concept.
Nike is committed to spreading the spirit of JUST DO IT and igniting everyone's sports enthusiasm. The latest communication activity "sports" refers to the essence of sports with simple and straightforward information, making the world realize that JUST DO IT is the core soul of the whole communication, inspiring and calling on everyone to exercise.
Five, the basic creative goals
Let consumers become loyal consumers, let more potential consumers become Nike consumers, further consolidate the exhibition and open up markets.
Target audience of intransitive verbs
Consumers, athletes, students, young sports enthusiasts, etc.
Seven, advertising area
Nike's advertisements are all over Europe, America and the whole country.
Eight, advertising theme and media application
Network TV advertising planning
Broadcast in prime time on TV:
Picture: The story takes place in a school with two different people, showing that the two groups are under great picture pressure during the competition. They love the competition and all the dignity in the world. Love wins back, and love gives everything. Love glory, love setbacks, love sports. It symbolizes Nike's sportsmanship.
billboard
Nike's logo consists of various balls, which shows that Nike covers a wide range of fields. The fiery red color ignites people's enthusiasm for sports "Let's do it".
Nike Online Advertising Plan (II) Part I Market Analysis
First, the marketing environment analysis
1. Overall size and consumption trend of the shoe market
The three giants, Anta, Nike and Xtep, occupy most of the footwear market, accounting for 82% in total. Among them, the competition between Nike and Xtep is particularly fierce. Whether in Beijing market or Shanghai market, their market share is very close. Nike mainly occupies a large market in Shanghai.
Second, consumer analysis.
With the progress of science and technology, the performance of shoes has expanded from simple transportation function a few years ago to various functions and pursuits such as beauty, comfort and fashion. And the appearance and color of shoes are more colorful. People's demand for shoes is not only limited to function, but also puts forward higher requirements in product modeling.
Third, product analysis.
Nickname of shoes: ever-changing shoes.
Scope of use: walking, running, mountain climbing and roller skating.
Life span: 2~3 years
Features: Lightweight and generous soles can be replaced according to your own sports needs.
Scope of application:/kloc-people over 0 years old.
Date of listing * * 065438+ 10 month.
Fourth, analyze enterprises and competitors.
Six domestic brands-Li Ning, Anta, Xtep, 36 1 degree, Peak, China Trend 2012-released their financial reports in the first half of the year, but their collective faces were ugly. Rising costs, high inventory and stagnant turnover have once again confirmed the cold status quo of local sports brands. Therefore, the ever-changing technology and Nike have formed a cooperative alliance, and Nike has once again occupied a higher market share on the basis of its original basic advantages and preparations for new product research and development.
The second part introduces the strategy of online advertising.
First, the advertising target market strategy
Anta, Nike and Xtep are the three giants in China brand shoes market. With China's entry into WTO and the gradual improvement of domestic consumption level in recent years, it is expected that the Nike brand consumption market in China will be further promoted in the future. Judging from the expectation and listing price of ever-changing shoes, it has turned to pay attention to the humanized design of products to meet the individual needs of consumers and the pursuit of the trend of the times. It can be seen that () Nike is trying to tap a new target consumer market-a high-income group that is a mere formality and pursues fashion first.
Second, the product positioning strategy
Today's footwear consumption market environment is different from a few years ago, and regardless of the increase in the number of competitors and the gradual saturation of the existing footwear consumption market, the key point lies in the change of consumer attitude-customers are becoming more and more picky. Variety shoes pay attention to humanized appearance design, followed by price to meet their psychological needs of following fashion and trends.
The third part is the implementation scheme of online advertising.
First, the advertising objectives:
Cooperate with the product launch to expand the awareness of new models and trigger online and offline purchases.
Second, the advertising time:
Third, the advertising campaign area:
Beijing, Shanghai
Fourth, the content of advertising activities.
Interactive network advertising activities
Five, ever-changing shoes rotating lottery
Using the advantage of network interaction, users click on the ever-changing shoes on the page and start to rotate. When the mouse is released and stops rotating, the counting box on the page will display the lottery number of the netizen. If there are n and k in the number, you can get prizes and other activities, and take the products of this series of shoes as prizes.
Sixth, the choice of online advertising forms and the corresponding creative explanations.
Use fashionable and atmospheric expressions to make products appear in advertisements, and use unified advertising photos, combined with corresponding delivery forms, to highlight the wonderful shape and structure of ever-changing shoes and attract target audiences to click. After entering the link, the content can inform the background information of the ever-changing shoes, such as the designer's design and design decision-making process, so that the audience can have a deeper understanding of the ever-changing shoes and have a sense of bringing them in.
Seven, advertising scheduling and channel selection instructions.
After a series of analysis and careful consideration, this online advertising campaign selected Sina and Shanghai Hotline, Yahoo China, E Long, a life and leisure website, and Tom, a commercial website.
;