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Introducing the Nike Victory Swim Collection | Nike

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Nike Experiential Brand Activation Building Twist

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Nike Experiential Brand Activation Building Twist

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NIKE’S RETAIL EXPERIENCE COMBINES DIGITAL FEATURES WITH PERSONALIZED SERVICE

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NIKE’S RETAIL EXPERIENCE COMBINES DIGITAL FEATURES WITH PERSONALIZED SERVICE

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Nike opened its flagship, New York City retail experience mid-November with a promise of delivering a futuristic digital shopping experience in store that's as seamless as making purchases online via the Nike app. So, to get a glimpse of what Nike is offering consumers, EM braved below-freezing temperatures and trekked to Fifth Avenue and 52nd street to explore the brand's six-story, 68,000-square-foot "House of Innovation" ahead of the holiday.

More Experiential Retail Coverage:

The takeaway: The store is an opportunity for consumers to engage in an entirely digital shopping experience without the help of customer service reps, if they so desire. However, plenty of consumers chose to interact with employees and get that face-to-face experience only a brick-and-mortar store can offer. We explore the touchpoints that worked, the store's design elements, digital integrations and activations in this first-person photo tour.

Step Inside Nike's House of Innovation:

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Nike's House of Innovation Melds Tech With Personalization

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Nike opened its flagship, New York City retail experience mid-November with a promise of delivering a futuristic digital shopping experience in store that's as seamless as making purchases online via the Nike app.

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Nike's 'House of Go' Will Make You Rethink Your Next Product Launch

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Nike's 'House of Go' Will Make You Rethink Your Next Product Launch

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The billboards are all over the city, and the commercial keeps popping up in my Instagram feed. But it wasn't until I heard Nike created a fun pop-up house nearby, that I started to pay attention. I even invited friends to come along to see what it was all about.

We laughed as we sat in the giant sponge area, and marveled at the art installation that mimicked our movements on the screen.

That's the power of experiential marketing. It gets customers who may not have given your product any thought, to come and check you out.

Nike is a master of producing engaging experiences that help grow their massive brand. And with the recent launch of their new Epic React running shoe, the brand leaned into experiences heavily with their 'House of Go' pop-up houses in Chicago, Mexico City, Buenos Aires, Melbourne, and other cities around the world.

Elisabeth Freitas is a Running Brand Director at Nike. She told me why it was so important to launch the new shoe with customer experiences, rather than just with traditional forms of media. "Usually at Nike, especially for running, when we launch something...we want to have experiences that the influencers, the athletes, the everyday consumer can go and feel the story and what we are talking about," said Freitas.

You invest a ton of resources into creating products that will solve your customers' problems like none other. But to get the results you desire, you've got to give your product the kind of launch it deserves, so it can reach the customers who can benefit most from it.

Here are three ways Nike uses experiential marketing to win more customers with their product launches. Follow their lead to get more attention, engagement, and sales for what you offer.

1. Demonstrate product features.

Getting your customers to understand the benefits of your product can sometimes be tricky, especially when some of your distinctive features are more technical.

But with experiences, you can bring the unique elements of your products and services your customers will value most to life. Freitas explained that was one of the driving forces behind the 'House of Go' for Nike. "We wanted to find a way to express the technology of the shoe, making something very visible and making an experience that would help the consumers understand the attributes of the shoe."

It's one thing to tell your customers that your product is soft. It is quite another to demonstrate that softness to them in a tangible way.

2. Remove barriers for trial.

For many people, it isn't a hard sell to get them to try samples of food during a trip to the grocery store. But for other products whose benefits don't necessarily provide instant gratification, finding unique ways to get your customers to test your product is essential.

The Nike 'House of Go' did this brilliantly. I've never considered myself a runner, and have yet to experience the joy that many feel doing it. So in my mind, the likelihood of me going into a store and lacing up a pair of running shoes to 'see how they feel' was pretty close to zero.

But at the pop-up house, not only did the euphoria of the experience get me to try the shoes on, but the convincing staff somehow persuaded me to run around the block with the shoes, while wearing a skirt.

The experience Nike created shook me out of my comfort zone while making running feel accessible.

When you build thoughtful experiences, not only will you pave the way for your customers to trial your product, but you give them a glimpse of what it's like to be the person they aspire to be.

3. Create excitement and buzz.

Your customers' attention is growing more scarce. And when you consider the thousands of marketing messages they are exposed to daily, it is even more important to give your customers a compelling reason to give you their attention.

Experiences are a smart way to do that.

When you deliver remarkable experiences, even for common products and services, like Pike's Place Fish Market, a cupcake ATM, or a New York City subway-themed bar in Buenos Aires, it gets your customers excited about being a part of it. And it gives them a reason to share.

Had it not been for the 'House of Go' I wouldn't have even considered adding running to my workout routine, let alone getting a running shoe. But the curated experience succeeded in getting my attention, creating desire, and giving me product information all at the same time.

Increasingly, your customers are craving experiences. Now is the time start incorporating them as a staple of your mix. Like Nike, you'll start to win more customers when you do.

The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.

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Nike's 'House of Go' Will Make You Rethink Your Next Product Launch

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The billboards are all over the city, and the commercial keeps popping up in my Instagram feed. But it wasn't until I heard Nike created a fun pop-up house nearby, that I started to pay attention. I even invited friends to come along to see what it was all about.

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To promote Nike's new shoe model called "Epic React", which is described to be bouncy, soft, light and durable, Wieden + Kennedy created an experiential stunt in Shanghai where they made pixelated versions of the consumers' faces and included them in a Mario-like video game.

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Nike, Inc, is an American multinational corporation engaged in the design, development and worldwide marketing of some pretty amazing footwear, equipment, accessories and services. Nike takes their brand-culture very seriously as it not only describes themselves to their consumers, but it depicts how they envision themselves.

"Nike is no longer wholly reliant on a handful of superstars to move product."

Take a moment, and try to recall the last couple Nike television commercials you've watched. Don't be surprised when you're unable to do so. Nike's annual spend on on traditional advertising in the United States has dropped by 40% in just three years, even as its overall marketing budget has steadily been driven upward to hit 2.4 billion last year.

Gone is the reliance on marketing campaigns celebrating a single centralized focus in marketing. In the place of traditional marketing is a repertoire of interactive and experiential marketing elements that let Nike communicate directly with it's consumers, weather that is a massive floating barge acting as a skateboarding park, or an Interactive mobile application used to capture consumer insight at an event, Nike can now more effectively engage consumers with marketing through experiential and interactive means.

Nike is going where it's consumers are going. It's core consumer, has given up television and traditional marketing for online communities and interactive havens where they can engage with the brand in a more interactive way. The digital world allows the brand to interact even more closely with it's customers, potentially more closely than they did in the beginning, with Phil Knight selling track shoes right out of his own car in the 1960's.

Nike's marketing strategies have been known to be ground-breaking and innovative to say the least. If you do a quick search through google on Nike Marketing, you will be certain to find highly positive reactions like the following:

Nike uses companies like BeCore to create rich, engaging experiences that captivate consumers and immerse them into the world of the Nike brand.

Examples of Nike's Experiential Marketing Campaigns:

Nike SB Skate Barge in New York City by Becore NYC

Nike Open at Moynihan by BeCore

Nike Training Club Womens
Nike Women's Training Club 10K

Some post-campaign findings based on Experiential Marketing exposure:

Spontaneous mentions of the brand increase by 71% amongst people exposed to experiential activity.

Spontaneous recall of advertising increases by 237% after exposure to experiential activity.

67% of people exposed to experiential activity recommend the featured brand to an average of 4 other people.

To learn more about experiential marketing contact BeCore today!

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Nike, Inc, is an American multinational corporation engaged in the design, development and worldwide marketing of some pretty amazing footwear, equipment, accessories and services. Nike takes their brand-culture very seriously as it not only describes themselves to their consumers, but it depicts how they envision themselves.