02 Jul Marketing subscription model
How to get into head of your customers. Seems there is a brand that found a way.
We all know Nike brand. Who doesn’t? If you do, you also probably heard about Nike+ FuelBand. Look what marketers from Beaverton in Oregon managed to accomplish using great piece of marketing work and technology. They understood their consumer and it fundamentally changed the way they do marketing now.
You don’t see all that television advertising that Nike used to do anymore, because they don’t have to. Now they have intimacy with their consumers. They established this relationship through the shoes and technology. That is a subscription model. Just different from what is considered a classic subscription paying model.
The strategy of subscription is deep and meaningful and can redefine everything about how you go to market. That’s what I call an effective use of marketing.
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About the Author
Mark Bonecki – Partner PL, Manhattan Integrated Marketing Agency.
Brand strategist and communication expert. 12+ years of experience in building and managing brands for international corporates and media houses, as well as PR agencies. Content marketing practitioner.