Marketing Talk Blog

the Nike branding and marketing story about Phil Knight  from his book Shoe DogI've just finished reading Shoe Dog. The Nike story from 1962 - 2016 authored by its Founder Phil Knight.

Phil started with nothing and perservered through times when only his drive seemed to keep him going. 

And he was focussed - more interested in perfecting a shoe that helped sports people excel than being a famous business identity.

While most of us don't run a business with the scope of Nike, and are not dealing with sporting celebrity endorsements on a daily basis, there were two things in the book that stood out for me.

No 1 Be proud of your product or service

An excerpt from the book resonated with me. 

Phil Knight Nike on branding and marketing your business book Shoe Dog

No 2 Find your point of difference

A new ad agency helped him brand his business around the vision and end result for his customers, not the product. They didn't focus on the running shoes, they focussed on the spirit of fitness, aspirations and competition.

Your brand is your comittment to your customer, the words and deeds you build your business upon. What marketers create -v- reality is not always a match.

This one has stood the test of time.

Your brand statement is your cornerstone. If you market your business totally or somewhat different from your competitors, your clients will take notice. This is the added value a client can anticipate when dealing with you.

It is a tangible asset if you plan to sell your business, so find your point of difference and concentrate your marketing around that - an inexpensive option that is often overlooked.

Then and now

From a "back of a car boot" business founded by running geeks, Phil Knight was smart to surround himself with good people who could negotiate with the sports celebrities and visionaries who could design shoes that were game changers. Although as a trained accountant his nerves must have jangled the "demand-v-cash flow" slipery slide. And those who have read the book will have picked up on his personal observation of entrepreneurs and America today. (page 382 for the skimmers).

marketing consultant Perth WAHave you, should you or do you apply the 80-20 rule to your business?  That is the law of the vital few: 80% of your sales probably come from 20% of your clients. 


With that in mind here are 4 questions to ask yourself?  Would it be more profitable if you concentrated on just your prime target market? Should you apply the 80-20 rule overall? Should you apply the 80-20 rule to each market segment? Who are your top 20%?


If this is something you haven't done for a while, grab a coffee, pull up your database or your sales statistics and run through the questions above. 

It is important to create a formal database for your business.  Did you know it is one of your best marketing tools and an asset if you ever plan to sell your business?  It can be as simple as an Excel sheet listing everything on a business card and at least one extra column to categorise the contact.  If you decide to run a newsletter from behind your website, an Excel sheet can be easily imported to your CRM.  If you haven't created a database, then the start of a New Year is a good reason to do so!

The Harvard Business Review reports that a 5% increase in client retention can increase profits by nearly 100%.  

What are you doing to encourage client retention? 

Do you have a thank you referral program in place?
Do you have an email signature that promotes your business? In Outlook settings you can brand one up smartly with your logo and tagline, then type in your web address and Facebook Wall etc as a hyperlink.  The beauty of the hyperlink is people can click straight to your website to read more information or to your Facebook Wall to "like" you all with one click. 
Revisit the home page of your website and check that you have placed as many dynamic links to the existing words as possible?  (Dynamic links are underlined words and when clicked on they take you to more information stored on other pages). It helps visitors click through your site quickly, choosing either your navigation pane or your dynamic links as they skim read.  If you scroll up to the business description above you will see there are 8 dynamic links on my home page. 

Headlines are the most important element of your advert or flyer.

The headline creates the biggest impact for you, it fills in the blanks for skimmers.  For effect, think about using a question or an intrigue statement as your headline on your next ad copy.

If you were to work your formula on a traditional working year, then to achieve 12 month goals, set your priorities on having 7 months to achieve them.  Consider that there are 110 weekend days, 10 public holidays, 10 sick leave days and 20 annual holiday days - that eliminates 150 days from your annual calendar and leaves you 215 days or 7 months to action your goals.  

This formula also helps you work out your hourly rate and the available days you have to work on your business.

Next time you renew your web domain name, do so for the longest period possible.  

Google counts the length of your renewal as a vote toward your search engine ranking.  Pick up lots of quick tips, simple ideas and FREE tactics to rev up your marketing by the newsletter.

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