About a year ago I posted an Ad of the Month - Winner . It was about an advertiser associating itself with a winner with the implication that if you bought their product, you would be one too. The ad in question was with Roger Federer. This time, the ad is with Serena Williams. What a contrast.
The contrast is really the difference between men and women’s tennis. One is pure aggression, and the other is more inspirational, although the power is there for both. Nike recognises both men and women buy its shoes.
What are you doing to appeal to your different market segments?
UPDATED: This post was written before Serena's explosion at the US Open. In these times of continuous outrage, it's hard to know whether this has helped or hurt Nike. One hint is that they haven't taken down this ad. Or it could just be that it remains out of fear that reaction from taking it down would be worse? Who knows?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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