(Talking about Personalized Marketing): An Example of Personalized Marketing

Marketing case: personalized marketing of Nike brand culture

I. Background information

Nike was founded in 1960s, when phil knight, CEO of Nike, thought that there would be a market for high-grade and high-quality running shoes, and initiated a revolution in the footwear industry. By the 1980s, he had turned this thriving sports shoes company into a marketing machine. Since 1986, the company's stock return rate has increased by 47% on average every year. During the period of 1986- 1996, Fortune magazine ranked 1000 companies in the United States, and the company ranked among the top 10 companies. At present, the company has become a sports machine, holding golf tournaments and other activities, and selling sports equipment and clothing.

Second, the personality of Nike culture

(A) personalized corporate culture

"Sports, expression and free and easy sportsmanship" is the personalized corporate culture pursued by Nike. This distinctive corporate culture-an anti-traditional corporate image-was founded by Philip Knight, the founder of the company.

Nike was founded as a blue ribbon sporting goods company, which was based on a paper written by Knight when he was studying in stanford graduate school of business. Knight randomly collected the ideas of some famous track and field athletes and sports fans and wrote them in the article. They have the same goal in mind: to beat Adidas and let more and more athletes wear high-quality and low-cost running shoes made in Japan-Tigers.

As the founder of the company, Knight put endless personal struggle and business ethics throughout the company's operation. Yes, Knight's enthusiasm for sporting goods was only worn away after he was selected into the track and field team of the University of Oregon and became a professional middle-distance runner. Later, I worked as an accountant at PricewaterhouseCoopers in Poland for five years, and my business sense was cultivated at that time. Oregon legendary track and field coach Bill Bauer always orders running shoes for his star athletes. He told Knight that a track and field team is composed of individual players, and everyone must constantly strive to improve their performance. The creed of track and field athletes is "endless." The inspiration given by PricewaterhouseCoopers is that "business behavior has the most basic principles". Nike's history is a process of continuous dialogue between the above two creeds, and a process of coordination between athletes' personal struggle spirit and commercial constraints. Knight and Ballman co-founded Blue Ribbon, which was renamed Nike on 1972. Since then, it began to design shoes with the company's trademark and produce them in Asia.

Endless is Nike's corporate culture. At that time, Adidas, Puma and Tiger dominated the sports shoes market in the United States. In the early 1970s, jogging craze gradually rose, and millions of people began to wear sports shoes, because sports shoes are not only comfortable to wear, but also a symbol of health and youth-this is the image that most people yearn for, and sports shoes are about to become popular, but the "iron triangle" led by Adidas failed to grasp this development trend, and "Nike" crashed in. From 65438 to 0974, coach Ballman fiddled with a polyurethane rubber in the iron mold for baking waffles and made a new type of sole. This kind of sole is a "walnut cookie" type with small rubber round nails, which is more elastic than other soles popular in the market. This seemingly simple product innovation promoted Knight's career, and the product quickly opened the market. The sales window of Nike 1976 has soared from $8.3 million in the previous year to $0/40,000. Nike developed like wildfire, and the company spent a lot of money to develop new styles of running shoes. By the end of 1970s, Nike had nearly 65,438+000 researchers, many of whom had degrees in biology, chemistry, experimental biology, engineering technology, industrial design, chemistry and various related leaders. This powerful research force has developed 140 products with different styles, many of which are the most novel and technologically advanced in the market. These styles are designed according to different foot types, weights, running speeds, training plans, gender and different technical levels. These products with different styles, different prices and multiple uses have attracted thousands of runners, making them feel that Nike is the most comprehensive manufacturer of running shoes, and millions of runners with various abilities have this idea, which is a very attractive image in a developing industry.

Marketing example-personalized tattoo business letter

XYZ is a multinational marketing consulting company, specializing in the management of customer relationship and loyalty, and is good at using powerful information technology systems to help other enterprises understand business opportunities in their own markets and promote profit-making behavior. XYZ plans to print a personalized business letter for major multinational and domestic cosmetics manufacturers in Beijing, and requires that the content of the business letter must be strong enough to attract the interest and attention of the marketing director and marketing manager directly facing the dealers/distributors. This letter must be unique and stand out from the large amount of promotional materials that the target audience receives regularly. The key to this communication task is that the pressure on customers' business indicators is not obvious at the beginning of each fiscal quarter. At this time, sending business letters to customers is likely to get a higher response rate. The operational strength and rich experience of Beijing Century Yuheng Printing Co., Ltd. in digital printing and traditional offset printing make it the ideal first choice for this strategic postal task. The design of business letters focuses on the vivid tattoo patterns of models, which highlights the mission of the cosmetics industry to add beauty to mankind. The first page of the first business letter (see the right) is printed with variable data, with the recipient's name, professional title and business name printed on the model's arm. Other contents of business letters also involve the names of potential customers and competitors of the recipients, which fully embodies the professional characteristics of personalized communication and database marketing. In addition, according to different levels of recipients, there are separate themes and publicity contents ... The fixed contents and supporting envelopes of the whole set of business letter documents are printed by Heidelberg SubCD102-4 offset press, and the variable materials are printed by Fuji Xerox black-and-white and color digital printers. Both sides of each letter are coated with matte film and local UV varnish, and then dragon patterns are pressed in some positions and packed into personalized envelopes with different ideas, and then delivered to the recipients by courier companies to ensure that the business letters can be kept in their original best state when they arrive. The whole set of business letters is divided into three parts, consisting of coherent and gradual marketing contents, which are sent to 363 daily cosmetics manufacturers in Beijing by express mail in three stages. After the first commercial letter is sent, a follow-up commercial letter will be sent to the same audience every two weeks to provide more detailed promotional information and strengthen the promotion of sales proposals until all three commercial letters are submitted. Because the influence of this business letter depends on the performance of personalized content, the recipient's data has been carefully screened, verified and sorted to ensure that the data is completely updated and absolutely accurate. The vivid appearance and excellent post-press treatment of personalized tattoos have exceeded the expected ideal effect, and triggered timely and positive responses from many customers. Current statistics show that nearly 30 target enterprises have been transformed into existing business customers, and it is estimated that several more enterprises will follow up. In addition, many recipients respond enthusiastically to personalized tattoo business letters, and often regard this idea as a classic marketing case. The operating cost of the whole project is less than 75,000 yuan, and the return on investment is expected to be 67.3%. Ms. Huang, the executive director of the company, is satisfied and excited about the overall effect of personalized business letters. "The company understands that we need to do something extraordinary to let the high-style audience know about us. Through close cooperation with Yuheng, we can personalize the whole promotion activity, let us take the lead step by step, and send the correct information to the decision makers of the target enterprises. This activity has brought remarkable commercial results to XYZ Company, and further opened the way for our enterprise to communicate with customers and conduct business.