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Small Business Tips: Nike's "Go For The Gold" Marketing During The Winter Olympics

Scott Yates
March 10, 2014

small business tips blogmuttThere was so much buzz around the Winter Olympics in Sochi, Russia. But one that's worth mentioning was Nike's brand marketing.

So, true or false: Nike was an official partner of the 2014 Winter Olympics.

The answer, surprisingly, is false.

So, how did Nike accomplish this feat of leading us to believe that they were an official partner of the Winter Olympics? According to an article from Investing Daily, Nike supplied gear for Team USA, hockey jerseys for Team Canada and Team Russia, and apparel for International Olympic Committee (IOC) staff members. They deemed that this donation was more cost-effective than paying the $100 million Olympic sponsorship. In the end, this guerrilla marketing strategy possibly created more personal and memorable results. Follow in Nike's footsteps with these small business tips and "go for the gold!"

Open to the public marketing

Nike spends about 11% of it's annual revenue on marketing. They focus on big events like the Olympics, Super Bowl, and upcoming FIFA World Cup in Brazil. However, bigger doesn't necessarily mean better. By doing something similar on a smaller scale, you could have good results. Just by making your business name visible in local communities, for example, through sponsorship for a Little League baseball team, you can stir up conversations among the spectators and bring more traffic to your business.

A small business owner of The Sports Den in Marshfield, Wisconsin believes "smart business is keeping the name out in front of the public." He also believes that by providing old customers special jerseys at events, he brought in new customers. Getting noticed is the first step to a successful business.

Connect with a special message

You may have noticed Team USA receiving their medals on the podium wearing Nike jackets. Well, these shiny, silver jackets held a special message inside that only the eyes of the Olympic athlete were able to witness. Inside every jacket was an embroidered message which said, "This Is Your Moment." This simple, yet touching message was the perfect "icing" to that Olympic moment. These words will be remembered forever. So consider giving your customers something special to remember and connect with meaningful words.

If you'd like to give your customer a meaningful message through your blog, or you'd like to learn about more small business tips, contact us today.

Scott Yates

Scott Yates



I spent years as a writer and editor, and wrote a nonfiction book before starting BlogMutt with Wade back in 2011. I love words, and I love working with the amazing staff and dedicated writers of BlogMutt who also love words, and know the power that they have. Also, this quote: "I love deadlines," Douglas Adams said. "I love the whooshing noise they make as they go by."

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