Nike and Apple
Posted: Wed Jan 29, 2025 9:36 am
The Nike brand has released a new series of sneakers in collaboration with Apple. The shoes are equipped with sensors that synchronize with Apple technology - iPod or iPhone. The screen displays running indicators - speed, number of calories burned, etc., and encouraging remarks from the trainer are heard in the headphones.
Each workout is recorded on the device and can then be uploaded to a dedicated Nike web resource where you can manage workouts, plan running routes using Google Maps, participate in marathons and watch other runners.
This co-branding campaign brought Nike optometrist accurate email list an excellent new target audience segment – amateur runners. They willingly update information about their training, share impressions, and talk about their experiences. Apple, thanks to this cooperation, increased sales of its gadgets, as well as information products on iTunes (such as training programs from famous trainers, a hit parade of running enthusiasts). Each of the brands acquired and tied new consumers to itself.
This joint promotion of sports goods and technical innovations is considered a benchmark example of the synergistic effect of cross-marketing. The project was successful not because the sneakers were connected to a smartphone, but because a modern, convenient and intelligent product appeared that met the needs of the audience.
Google and Ivyrevel
The more people use mobile platforms, the more original co-branded applications are developed jointly with famous IT companies. In particular, Google employees constantly participate in such projects together with other companies.
For example, the Ivyrevel brand (part of the Swedish H&M Group) collaborated with Google to create an app for modeling clothes according to the user's lifestyle and habits. The resulting dress can then be purchased in the Ivyrevel online store.
8 Obvious Mistakes in Cross-Marketing Organization
All of these mistakes can be easily avoided if you approach the choice of a partner and the conclusion of a cross-marketing agreement wisely. However, novice marketers often make them. The campaign will not bring a positive effect if:
Choose a competing organization as a partner (for example, a yoga center “befriends” a fitness center).
Promote products of different price segments, including luxury ones, using standard BTL technologies (for example, distribute leaflets advertising luxury products, give a discount on a set of regular pots to buyers of expensive kitchen furniture).
Don't think about what impression your offer and promotion make on the buyer. It is quite possible that he finds them illiterate, inappropriate, unaesthetic and beyond the bounds of decency.
Not taking care of the corporate style and dress code for the staff conducting the promotion (as a result, the staff blends into the crowd of shoppers in the shopping center, and is difficult to find with the naked eye).
Entrust the planning and management of sales promotions to people who do not understand the specifics of sales.
Forgetting to indicate the start and end dates of the promotion.
Ignore the consumer experience and sentiments in your market segment. For example, if your product sales are mainly made through cold calls, and these calls have already become boring and irritating to your target audience, but you continue to actively exploit this communication channel.
Don't inform potential customers about all the terms of the promotion. Leave the small, unreadable font, footnotes at the bottom, and other tricks to your competitors. State your terms honestly, concisely, and clearly, and place this information in the most visible place so as not to mislead people.
Each workout is recorded on the device and can then be uploaded to a dedicated Nike web resource where you can manage workouts, plan running routes using Google Maps, participate in marathons and watch other runners.
This co-branding campaign brought Nike optometrist accurate email list an excellent new target audience segment – amateur runners. They willingly update information about their training, share impressions, and talk about their experiences. Apple, thanks to this cooperation, increased sales of its gadgets, as well as information products on iTunes (such as training programs from famous trainers, a hit parade of running enthusiasts). Each of the brands acquired and tied new consumers to itself.
This joint promotion of sports goods and technical innovations is considered a benchmark example of the synergistic effect of cross-marketing. The project was successful not because the sneakers were connected to a smartphone, but because a modern, convenient and intelligent product appeared that met the needs of the audience.
Google and Ivyrevel
The more people use mobile platforms, the more original co-branded applications are developed jointly with famous IT companies. In particular, Google employees constantly participate in such projects together with other companies.
For example, the Ivyrevel brand (part of the Swedish H&M Group) collaborated with Google to create an app for modeling clothes according to the user's lifestyle and habits. The resulting dress can then be purchased in the Ivyrevel online store.
8 Obvious Mistakes in Cross-Marketing Organization
All of these mistakes can be easily avoided if you approach the choice of a partner and the conclusion of a cross-marketing agreement wisely. However, novice marketers often make them. The campaign will not bring a positive effect if:
Choose a competing organization as a partner (for example, a yoga center “befriends” a fitness center).
Promote products of different price segments, including luxury ones, using standard BTL technologies (for example, distribute leaflets advertising luxury products, give a discount on a set of regular pots to buyers of expensive kitchen furniture).
Don't think about what impression your offer and promotion make on the buyer. It is quite possible that he finds them illiterate, inappropriate, unaesthetic and beyond the bounds of decency.
Not taking care of the corporate style and dress code for the staff conducting the promotion (as a result, the staff blends into the crowd of shoppers in the shopping center, and is difficult to find with the naked eye).
Entrust the planning and management of sales promotions to people who do not understand the specifics of sales.
Forgetting to indicate the start and end dates of the promotion.
Ignore the consumer experience and sentiments in your market segment. For example, if your product sales are mainly made through cold calls, and these calls have already become boring and irritating to your target audience, but you continue to actively exploit this communication channel.
Don't inform potential customers about all the terms of the promotion. Leave the small, unreadable font, footnotes at the bottom, and other tricks to your competitors. State your terms honestly, concisely, and clearly, and place this information in the most visible place so as not to mislead people.