Sunday, October 31, 2010
Sales promotion and Personal selling
"Sales promotion: is marketing communication activities, other than advertising, personal selling, and public relations." "Personal selling: is a purchase situation involving a personal, paid for communication between people in an attempt to influence each other." For Nike to promote themselves to gain more sales they largely depend on finding accessible store locations. To caught the eye of their consumers Nike uses a number of famous athletes that serve as brand ambassadors such as, the Brazilian soccer team, Lebron James for basketball, Lance Armstrong for cycling, and Tiger Woods for golf. Nike also sponsors events such as hoop it up and golden west invitational. Nike's quality products, loyal customer base and its great marketing techniques all contribute to its huge success. Nike utilizes personal selling techniques in all of their retail stores. First starting with sales associate in these stores they are the individuals that communicate directly with the consumers who are interested in Nike products. They are suppose to be knowledgeable of the brand and should be trained in asking customers the right questions in order to find out what they are looking for. To do so Nike sends representatives to retail stores to keep sales associates up to date on their merchandise and the technology behind it to give the consumer a better feel for the product.