Nike
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RETAIL THEATRE: BRINGING THE BRAND TO LIFE
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Transcript of Nike
RETAIL THEATRE:
BRINGING THEBRAND TOLIFE
NIKE:
WHO AREWE?
WHO ARE WE?:
• Started in 1962 with $500• Based on a handshake between two men• Aim to make running shoes suitable for
runners
• Now has revenues of $11billion• Operates in 160 countries with 24,300
employees• Brands including Nike, Converse and Cole
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”If You Have a Body You Are An Athlete”
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NIKETOWN LONDON:
WHAT DOWE DO?
• Opened 1999 by Michael Jordan• Approx 3million visitors per year• 68,000sqft over four floors
•Running club – 200 per week attend•160,000 units of stock•260 staff•1 in 5 through the door leave with a purchase
Our mission statement:
Deliver premium consumer experiences at every touch point
NIKETOWN LONDON:
WHY DO WE CREATETHEATRE?
WHY DO WE CREATE THEATRE?:
•Create a destination – drive footfall•Tell the Brand story•Better understanding of the Brand•Encourage loyalty•Encourage performance
RETAIL THEATRE:
HOW DOWE DOIT?
HOW DO WE DO IT?:
•In store-communication
HOW DO WE DO IT?:
•Use athletes as ‘heroes’
HOW DO WE DO IT?:
•Attract & engage through visuals
HOW DO WE DO IT?:
•Make the Store an interactiveexperience
HOW DO WE DO IT?:
•Make the Store ‘live’ through events
HOW DO WE DO IT?:
•Remember the mission
RETAIL THEATRE:
IS THATENOUGH?
HOW DO WE DO IT?:
•Our people are true to the brand
BRINGING THE BRAND TO LIFE:
WHAT WOULDWE DO?
WHAT WOULD WE DO? :
•Know our ‘market’
WHAT WOULD WE DO? :
•Know our ‘market’•Understand their needs
WHAT WOULD WE DO? :
•Know our ‘market’•Understand their needs•Know the competition
WHAT WOULD WE DO? :
•Know our ‘market’•Understand their needs•Know the competition•Understand your point ofdifference
The psychology of self-service
WHAT WOULD WE DO? :
•Know our mission statement
WHAT WOULD WE DO? :
•Know our mission statement•Make sure our people know it and believe in it
WHAT WOULD WE DO? :
•Know our mission statement•Make sure our people know it and believe in it•Don’t ‘fake’ it
WHAT WOULD WE DO? :
•Know our mission statement•Make sure our people know it and believe in it•Don’t ‘fake’ it•Diversify and enhance but don’t lose sight of your core purpose
WHAT WOULD WE DO? :
•Create ‘heroes’
WHAT WOULD WE DO? :
•Create ‘heroes’•Become relevant to our ‘market’
WHAT WOULD WE DO? :
•Create ‘heroes’•Become relevant to our ‘market’•Create a marketing calendar
WHAT WOULD WE DO? :
•Create the right environment
WHAT WOULD WE DO? :
•Create the right environment•Embrace technology
WHAT WOULD WE DO? :
•Create the right environment•Embrace technology•Make it interactive
WHAT WOULD WE DO? :
•Create the right environment•Embrace technology•Make it interactive•Break the barriers – encouragetalk!
Man Vs Machine – What are the implications of a cyborg society?
The psychology of speed dating‚ the origin of magical beliefs and London’s first media-arts festival launches
WHAT WOULD WE DO? :
•Focus on features and benefits
WHAT WOULD WE DO? :
•Focus on features and benefits•Communicate them clearly
WHAT WOULD WE DO? :
•Focus on features and benefits•Communicate them clearly•Ensure relevant content
WHAT WOULD WE DO? :
•Focus on features and benefits•Communicate them clearly•Ensure relevant content•‘Right product, right place, righttime’
WHAT WOULD WE DO? :
•Know the mission statement
WHAT WOULD WE DO? :
•Know the mission statement•And make sure it informs all you do
RETAIL THEATRE:
BRINGING THEBRAND TOLIFE
