My Marketing (Shoe) Addiction

I have to confess, I have a disease.  I am addicted to Nike shoes.  This isn’t an easy thing to talk about, but I have heard that admitting the problem is your first step. 

I have loved Nike shoes since I was about 12.  It started in 1984, with the first release of  the “Air Jordan,” and hasn’t stopped since.  There are some practical reasons behind my addiction, or at least that’s the story I am sticking with.  I have big, flat feet, and Nikes have always just felt better.  Before I got old and fluffy, I played basketball constantly.  Now the only exercise I get is, well, I’m planning on doing something soon. 

Air Jordan No.

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My sedentary lifestyle hasn’t curtailed my love of the athletic sneaker.  Just because I don’t actually play in them doesn’t mean I don’t need running, basketball, training, tennis, hiking, cool-down, and skateboarding shoes.  I try not to count the shoes, because that would confirm my disease, but I am pretty sure I have north of 40 pairs of Nike shoes.  I’ll continue with the article in a minute, I need to go check my UPS tracking number to see where my personalized Pegasus ’83’s  are…  Great, they should be here on Thursday.  Not to self; vacation day to try out fresh new sneaks. 

Ok, now that I am out in the open about my addiction, what does this have to do with email marketing?  It has everything to do with email marketing, with great email marketing.  I am everybody’s target audience.  We all have one of these addictions, whether we admit it or not.  Each one of us can be Kevin and his stash of Nike shoes.  In the interest of full disclosure, I should also tell you I have caps, shirts, warm-ups, socks, golf equipment — you get the picture.  There is a fanatic audience for every single product out there.  I would buy snow shoes from Nike if they sent me an email, and I live in Texas.  The challenge for us as marketers is to find these people in our lists, and send them the right information.

Data is the foundation for any great email marketing program.  Without data, there is no relevancy.  Without behavioral information, how are you going to know that, not only am I buying shoes for myself, I also have a four year-old with the same shoe addiction?  (Yes, he also has vintage Air Jordan shoes — flat, wide feet runs in the family.)  You don’t have to have a high-powered CRM system to segment your data.  Start with the data you do have — opens, clicks, location, etc…  If possible, adding options to the sign-up process is a good way to build data.  Surveys are a good way to collect data, especially when combined with an offer.  Start making your path to a world where you can recognize me among your contacts.  Don’t miss out selling me oceanfront property in Arizona.  I am in your database; it is your job to find me.

Wow, I feel so much better.  Nike curling shoes?  I might go to Canada someday…

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