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Nike's New Marketing Mojo

February 13, 2012
How the legendary brand blew up its single-slogan approach and drafted a new playbook for the digital era.

Few outsiders have visited the third floor of the Jerry Rice Building at Nike's headquarters. Even most Nike employees know little about just what the staffers working here, on the north side of the company's 192-acre campus in Beaverton, Ore., actually do. A sign on the main entrance reads RESTRICTED AREA: WE HEAR YOU KNOCKING, WE CAN'T LET YOU IN, and it's only partly in jest. Inside, clusters of five or six employees huddle
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There is more than one way to get the job done. Here’s one of them:

An old man who lived alone wanted to plant his annual tomato garden, but it was very difficult work as the ground was hard. His only son, Vincent, who used to help him, was in prison. The old man wrote a letter to his son and described his predicament:

Dear Vincent,

I am feeling pretty sad because it looks like I won't be able to plant my tomato garden this year. I'm just getting too old to be digging up a garden plot. I know if you were here my troubles would be over. I know you would be happy to dig the plot for me, like in the old days.

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There's no doubt that in football your offensive strategy and play calling is extremely important. Picture a coach on the sideline watching the trick play that he has just called unfold. Nothing is more satisfying to him than watching it executed without a hitch. That play, though, would have never worked if his players hadn't first mastered the fundamentals of blocking, tackling, passing, receiving and communication.

The same concept can be applied to retailers. While technology gives us some great trick plays to help sell more products, these trick plays are essentially useless unless retailers have mastered some key fundamentals.

Let's start with Sales Fundamental #1. Are you carrying accessories? Most importantly, are you carrying the right accessories? You need impulse-buy accessories as well as accessories to complement each piece of hardware you have in stock. Make sure you have depth and diversity within that mix. For instance, if you carry televisions, make sure you’re carrying HDMI cables at different price points and sizes. If you carry cellular, make sure you have an assortment of colors and types of cases for the popular smartphones. Diversity is key to making sure you are competitive and prepared to meet the needs of today's consumers.
 

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