Monday, March 19, 2007
Nike's CEO on the need to know your customers better
AdWeek this week ran an article about Nike putting their account into review after over two decades with Weiden+Kennedy. Charlie Denson, Nike brand president, talks about the move away from mass media and toward highly tailored communications based on deep knowledge of your customers.
Denson says: "We used to talk about the consumer in what we thought was specifics, but today feels like generalities. ... We used to put an 18- and a 22-year-old in a same set of psychographic, demographic targets [but] today they're living on different planets. ... We spent the last 20 or 30 years trying to bundle things, adding value to a purchase or a relationship. And now, it's almost in reverse, because you have to unbundle everything if it's going to become customizable."
For those of you that struggle with convincing your clients about the need for custom research, clip his quote and keep it handy. Nike is just one of many important advertisers that are leading the pack depending on in-depth customer insight to inform multi-channel marketing approaches and communications. Your clients are sure to follow...this is something to think about now.
AdWeek this week ran an article about Nike putting their account into review after over two decades with Weiden+Kennedy. Charlie Denson, Nike brand president, talks about the move away from mass media and toward highly tailored communications based on deep knowledge of your customers.
Denson says: "We used to talk about the consumer in what we thought was specifics, but today feels like generalities. ... We used to put an 18- and a 22-year-old in a same set of psychographic, demographic targets [but] today they're living on different planets. ... We spent the last 20 or 30 years trying to bundle things, adding value to a purchase or a relationship. And now, it's almost in reverse, because you have to unbundle everything if it's going to become customizable."
For those of you that struggle with convincing your clients about the need for custom research, clip his quote and keep it handy. Nike is just one of many important advertisers that are leading the pack depending on in-depth customer insight to inform multi-channel marketing approaches and communications. Your clients are sure to follow...this is something to think about now.
Labels: customer insight, nike, tailored marketing, weiden+kennedy