Nike is projecting $50 billion in sales by 2020. But some of its growth strategy can be borrowed for free.
Nike shoes, and now apparel, have been around for more than half a century. Nike has stayed relevant by continuously trying different marketing strategies, taking advantage of the latest channels, and telling inspiring stories, fictional and real.
Even with modest resources, entrepreneurs can gain lasting industry recognition by following its lead. Just look at some of Nike’s more attainable tactics:
1. Inspire Any business can promote itself through emotional messages. Giselle Sendra, the digital marketing director for Robomow, a battery-operated lawnmower company in Vero Beach, Florida, says her team has discussed how to follow Nike’s example—what she calls marketing “by not marketing at all.” Noting that Nike’s ads generally inspire rather than sell gear, Sendra says Robomow recently shifted its focus off the equipment and onto its impact on the environment. “It’s about bringing the brand