Nike is Just Doing it with Community

Remembering back to the days, about sixteen years ago when Nike launched the “Just Do It” campaign. I was at New England College in Henniker, NH. The Model UN Group I was a member of was putting together a Model Middle East Summit. It was a lot of work. We found each other screaming “Just Do IT” to each other all the time. It became a mantra for the organization and for many of us in our professional lives as well.

I think that Customer Self Service is basically an evolution of the “Just Do It” campaign. In reality, Nike has created a community to let their running/jogging customers AND PROSPECTS to do it together and better. In a recent NY Times article, Nike’s community was highlighted as their most recent advertising genius. They are enabling their customers to interact and find better ways to “Just Do It” all with the trademark Nike Swoosh neatly but understatedly featured. The community member they feature in the article is also 53 years old not 22 years old.

For those of you that are still looking for the hard data on why communities are essential to business, let me clearly talk to your wallet….

· Nike has dropped their traditional media budget by 22%
· That equates to 149 MILLION dollars.
· Members choose to visit the site 3x a week.

How is that for data?

Here is the crucial quote I found from the section on Nike:

“We’re not in the business of keeping the media companies alive,” Mr. Edwards says he tells many media executives. “We’re in the business of connecting with consumers.” Trevor Edwards, Nike’s corporate vice president for global brand and category management.

I will repeat a profound question recently poised by my colleague Derek Showerman:

“When are you going stop preaching to your customers and start listening to them? A community is the vehicle to JUST DO IT for you.”

Here is a link to the article:

http://www.nytimes.com/2007/10/14/business/media/14ad.html?_r=2&pagewanted=1&oref=slogin&oref=slogin

I want to thank the Nike Corporation for my Mantra …