The target marketplace for this product are athletic individuals ages 24 to 35 with medium high disposable income. Individuals on this age range have a tendency to be very active and exercise either daily or weekly. Individuals on this age range and financial class also are likely to have high social media usage. 18% of all people on this age range commonly use social media internet sites. This sort of client would surely engage in Nike FuelBand’s contention where friends and family evaluate exercise goals and achievements.
The goal of this target audience is find the fastest and hippest way to determine. These consumers value first-rate and image just as much as price. The slogan for this product is “Life’s a sport, make it count. ” This competitive nature, is most embodied by the young professional. Due to the high price of this for exhilaration product, people should have fairly secure economic balance.
This price is likely too steep for common school scholar’s budget, thus the commonplace customer could be an individual who is one or two years out of school with a gentle paying job. The purchasing determination would contain the individual using the product, for most folk this age aren’t financially based on their parents or others. This segment, due to their high web and era usage, would even be very likely consumers to purchase products online through their computer systems, pills, and smartphones. The Nike+ FuelBand Facebook page has a stupendous assortment of media attractive its followers to have interaction and be encouraged to continually use the product, in addition to continually operating to construct a group of users. One of the more current campaigns they’re promoting on their Facebook is working to get user to pledge NikeFuel to a collegiate team. For example, you will go to Https:// and take part on the competition to building up FuelPoints for your team presently Syracuse is in 19th place.
They also use vivid images, photographic campaigns, interactive video, and URLs linking back to their other social media structures comparable to YouTube videos and twitter trends. Nike’s Handle for the NikeFuel Band is “@NikeFuel” where its info states its tagline: “Life is a sport. Make it count. ” in addition to offering a short product description: “The Nike+ FuelBand tracks your all day endeavor and helps you do more. ”.
Both of those facets are vital to intrigue the existing user or prospect user to follow the product/brand in addition to instruct them briefly on what the product actually is. This Twitter account has over 123,635 followers and has released over 25,509 Tweets into the Twitterverse. The account shares tweets a few times across the day on what seems a constant everyday basis. Nike also has a very strong presence on YouTube. Specifically for their Nike+ FuelBand product, Nike only has one playlist. The playlist is entitled “Nike+ FuelBand” which has 16 videos all concerning the product in particular.
There are a number of commercials, a look inside “NikeFuel Missions” that is a web game, non-public bills of using the device, inside thoughts, and a few video campaigns for a lot of initiatives comparable to their March Intensity Counts promo. The YouTube page also links to all in their other social media systems reminiscent of Twitter, Facebook, and Instagram. The videos range in variety of views that go from as little as 3,968 to as high as 2,079,539 views for any given video. The playlist itself has only got 27 likes and 1 dislikes, which looks either very low for Nike or a very unused function on YouTube in general. On Pinterest Nike has a few diverse debts which create boards and add pins.
On the Nike Women account, there’s a board called “Nike+ Arm Party” which displays the Fuelband as an accent to be assimilated into conventional life, turning the health video display into a fashion accessory. This Pinterest board encourages fans to share Pictures with the hashtags nike and armparty so that Nike can reveal the fashionable looks. Many images have got a couple of likes in addition to repins and seems to be a successful way to promote the logo to ladies specially who are the main users of a site equivalent to Pinterest. The Nike Women account itself has over 7,999 followers and 26 pins in total. The first opportunity is using hashtags on twitter. Currently, on the Nike+ FuelBand twitter account a few hashtags were created by Nike to start trending the Nike FuelBand and identical conversation, some of those being: counts, SXSWcounts, SXSW, and FuelCheck, simply to name a few.
Looking into the effectiveness in their hashtag trending makes an attempt, it seems to be a little too unspecific with the counts trend. If you search that on twitter, nearly all of the chatter is not Nike+ particular in any regard. On any other end, FuelCheck, since it uses the “Fuel” —a direct relation to the product—almost all the dialog is trending about goals users are overcoming. Overall, the Nike+ FuelBand account can better use hashtags as it should be by making them more specific to the product itself in order to promote the logo. By making the hashtag more product certain, it is easy to more easily avoid the unrelated conversations and hone in on the without delay related conversations.
A web site may be built that shows daily statistics of how pro athletes and NCAA avid gamers are performing each and daily which are in comparison to present users. This will inspire people to train harder and add a new measurement to the fuel points metric. Friends can share via social media how their workouts evaluate with their favorite athletes and brag to family and friends. A leaderboard will be updated in real time to see who consistently fits their favorite athlete. These athlete superstars may be asked by Nike to tweet and comment on the Instagrams of common those that have essentially the most fuel points. This will create hype within social networks and long run build the brand and drive income.
We will create a Nike Fuelband Instagram page which has the aim of selling activities relating to the Nike Fuelband. Our goal is to get as many fans as feasible and promote our pro athlete evaluation crusade. The handle may be @NikeFuelband. A snowball effect will occur when pals are looking to compete every day to match the training of their favourite athlete. We will at first promote this page to customers who have already bought the band to construct the initial neighborhood which will engage first time clients to boot.
Nike is traditionally known for growing particular person segments for every product so having this Instagram is vital. A new characteristic that may be added to the product may be that users can share images of their Nike fuel feats and earn extra points. This will grow the Instagram page and incentivize users to grow the Instagram neighborhood. Nike Fuelband has been missing recent banner and rich media advertising as of recent. We propose a supplemental online advertising crusade on trending websites. The most vital will be NCAA.
com as a result of the NCAA event that is currently happening. Social media undertaking is at an all time high due to tournament and we see this a fit opportunity to capitalize. We want to provoke a CPA crusade with the action most appropriate to a landing page selling our athlete comparison function and ultimately having the user buy the Nike band. We will test market the NCAA online page to see what results are yielded after which look into other expertise vertical websites.
