Attention is the new currency. Even though that's true, we often forget that our businesses require attention.
It's that truth that inspired Nike to endorse Colin Kaepernick in their latest ad campaign.
Wondering why that decision was not only a brilliant marketing move but something YOU can use to grow your business? Watch this video!
Here is what is covered…
- Why the ad is controversial & why Nike would make such a move.
- The REAL goal of the ad & why it honestly doesn't matter which side you choose.
- How to get attention for your business so you stay on your customer's minds.
- The inevitable result for Nike & how you can replicate that for your own business.
- How I've used a controversial ad in the past & the results it got me.
- How to start thinking about how to apply this method to your own business.
Hey everybody, Dan Henry here, and in this video we're going to talk about why the move by Nike to endorse Colin Kaepernick was absolutely genius, whether you agree with it or not.
Alright, so first of all, if you are unaware, Nike just came out with a new ad and I'm sure you've seen the news about it. It's all over CNN.com and just see it in money and all these, you know, facebook and everywhere. And basically the ad is this, it's an image of Colin where it says you believe in something, even if it means sacrificing everything and the, just do it Nike logo there at the bottom. So why is this such a big deal? And more importantly, why is it genius? First of all, if you believed that Nike, the advertising a force at Nike honestly is picking a side. I hate to break it to you, but I highly, highly doubt that. I highly doubt that someone at Nike actually feels deep down in their heart that they've chosen this political side. And that's why they've done this.
It is 100 percent a genius advertising technique ploy. Whatever you want to call it, and here is why I'm sitting here right now, making a video about this. Everybody on facebook, instagram, twitter, everybody is talking about it and this is what's happening. Everybody keeps saying Nike, Nike, Nike, Nike, over and over again. The bottom line is the who receives the most attention wins 99 point nine percent of the time. There's no such thing as bad press. Just look at our recent presidential election, Donald Trump, whether you love him or hate him, he was able to generate 10 times more free media than all of his Republican primary competitors bought in paid media and they're free media combined and that was because he was able to do polarizing and controversial things, say polarizing, controversial things that caused the media to talk about them. When the media is talking about him, he is now in front of eyeballs and if he's in front of eyeballs, those eyeballs are attached to voters.
Just like in the case of Nike, they choose a side and honestly I don't think it would have mattered what side or or whose side are what the political landscape looked like. The bottom line is there was something. There was a trend, there was a movement that they knew. If they ran an ad with Colin Kaepernick and they said this slogan, everybody would freak out. You'd have half the country going, this is terrible. You know, rawr guy should be standing up for the flag and then the other half will be to civil rights and they would fight. They would talk about it online constantly and they would just go back and forth. Regardless of what you believe, what side you're on is irrelevant. What's relevant is that no matter who you are, you're talking about Nike and Nike has talked about that translates to brand awareness, which translates to sales.
Early in my career when I was just getting started and nobody knew who I was. I did some pretty wild things, some pretty crazy things. Some things that I knew would anger one type of customer that I really wasn't interested in and also make another customer a laugh or what have you. And I knew that that polarizing message which caused those two entities to argue and when they argued that created exposure, you know? How did you hear what Dan Henry did here? Did I remember one time I filmed this skit where I did a literal skits of almost like an snl skit based off the movie the purge and I thought it was funny. Most of my audience thought it was funny. It was just, it was just a skit and because it featured violence and things like that because it was a skit based on a parody of the purge, which is a movie about violence.
It angered a lot of people and they. There's a lot of people that thought I was promoting violence or something. I mean, I'm apparently those same people don't watch any sort of comedy or or Saturday night live or anything like that. They take everything in this world serious, fine, but they would bring it up and be like, oh, I can't believe Dan did this. This is promoting violence and bloodshed of a bluff. When they did that, a created exposure and then other people would be like, who's Dan? They go in, they'll dan Henry, and then they look up, register for my Webinar and buy my course, and a lot of those things were very polarizing events that happened that caused a lot of people to talk and they went viral and so that's what's happening here with Nike. They are going into a space with lots and lots of chatter and loss and loss of arguments and debate online and lots of exposure online and they're injecting themselves into that exposure.
So now they've shifted the conversation. That one, that is what this all boils down to it right now there is a conversation in America that's not going away. You know, it's a conversation of civil rights and racism and all this stuff. It's an ongoing and it's very hot conversation. It's not going away, and so what Nike has done is they have leveraged that hot topic and they've injected themselves into it. So now when there's tons and tons of exposure, uh, an argument and debate and videos made just like this video you're watching right now about racism and civil rights and all this stuff, guess what's happening now, Nike is being injected into almost all of it and their brand awareness has shot through the roof. And if you think that the amount of people that will not buy their shoes outweighs the amount of, of new customers, we're more shoe sales, they will have do to this exposure, then you're living on a rock.
Okay? Because 90 percent of advertising is simply exposure. It's getting talked about whether or not someone agrees or disagrees with you. Either way, if they're talking about you, somebody else out there who may be interested in your product or service is going to become aware of you, be reminded of you that you're going to be on. The brain. Thing about Nike is we're all talking about Nike right now and I understand that the stock dipped three percent the day after they they released. This doesn't matter that stock dips always happen after risky advertising moves that that does not an indicator whatsoever as if this worked or not. Bottom line is it is working. We're talking about it. I freaking sat down here and take the time to do a video about it for crying out loud. If you are looking to grow your business, right, think about how you can get more exposure.
Think about how you can change the conversation or make the existing conversation about your business. If you are in marketing and in your in advertising, you cannot deny that this was genius, absolutely genius. So start thinking about that for your own business and let me know. What do you think? Do you think this was a smart move by Nike? Do you think this is gonna hurt sales or help sales? Would love to know. All right, see you guys next time. Dan Henry out. Hey, thanks for watching my entire youtube video. If you go ahead and click the subscribe button now, I promise I'll stop doing this.
What do you think? Do you think Nike made the right decision? Let me know in the comments!