Task #4 Customize your Nike.com shoe

TASK: Create a MTU Nike.com shoe and discuss the experience on the blog.  Feel free to post a pic of the shoe.  Comment on the shoe creations, the experience of personalization and thoughts on the designs of your fellow classmates.

HOW DOES THIS RELATE TO DIGITAL MARKETING? The web has evolved to enable one on one marketing through tools like the shoe configurator on Nike.com.  As a digital marketer, the more you can personalize to meet consumer needs, the more likely you are to connect and encourage a sale (and a long term relationship). 

Comments

[glenn]

I believe that with the customization that Nike.com allows within its customers. It would be able to reach and connect with a wide variety of Michigan Tech Students. Michigan Tech athletes and students could develop a shoe that matches the school colors with the husky mascot on the shoe. This would give customers a reason to ask questions about Michigan Tech and this would help to give the school more recognition and make people more aware of the university.

[ambrzost]

I could use Nike.com to market MTU by holding a design contest using MTU colors, like I just participated in, to increase awareness of the school among other participants that are not MTU students. Nike could also host a “shoe of the week” or something and feature a new shoe designed to match a school each week and tell you a little about the school to which it belongs.

[Lmdixon]

I am an athlete at MTU and let me tell you it's not easy to find black and yellow shoes! Nike.com allows you to create exactly what you like, creating a great one on one and would bring a customer back to buy again and again. The little pluses on the screen told you details about the product, which I liked. When you buy things online it is hard to fully understand what you are looking at. The ease in customizing is also a great way to become addicted to the site. Even if you don't buy the shoes, you are still going back to the site out of curiosity creating a connection point for the company to advertise other similar products the consumer might like.

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=dl_usid&designId=153542188&size=false

[crreid]

I think that customizing your own shoes is a great idea. It's impossible for a company to create a perfect shoe that everyone will like. Every customer has different opinions and different tastes and with the shoe customization nike will be able to sell more and every customer can get EXACTLY what they want. It's a win-win for both sides.

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=dl_usid&designId=154242071&size=false

[jpmatthi]

Customizing your own shoes allows for each person to be unique and sort standout. I think it is a great idea because it allows the customer to connect with the product more because its something they created.

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=dl_usid&designId=153749453&size=false

[mike a]

I really liked the way Nike gives you the option of customizing your own shoe. I think it allows customers to show their own personalities through their shoes. The site is easy to use, and there are color options for every part of the shoe, which I really like. MTU can actually use Nike.com to create its own specialized shoes with the MTU name for its athletes. During a basketball game the school will have its name on the shoes as well as on the jerseys.

[cvbaugh]

Now a days consumers want customized products more and more. Especially in clothing or shoes, and Nike has a great idea with expanding it to clothing now instead of just shoes. Everyone wants new exclusive shoes that no one else can get and Nike is providing that with NikeiD. I think NikeiD would be a good way for MTU to do marketing, because athletics are a great way to raise awareness about an University. If a school is associated with Nike that automatically will be looked at in a better light, because of Nike's reputation.

http://nikeid.nike.com/nikeid/?sitesrc=uslp

[cvbaugh]

This is my design

http://nikeid.nike.com/s7templates/wallpaper.jsp?metricId=154626062&titleColor_blue=0&title=MTU%20BLUR&titleColor_green=0&viewId=1&titleColor_red=0&authorColor_blue=102&wallpaperSize=1280&author=CB30&authorColor_green=102&bgId=2&authorColor_red=102

[Pelantag]

I liked when Nike expanded their options past the black and white swooosh. The choices of colors they offer surpasses many other shoes. As a military individual, I go through shoes very often due to the amount of early morning runs. I like the fact that I can take a shoe and turn any little thing I don't like and make it into a positive. I was thinking they could go more into the shoe customization and create more color schemes to choose from, or even choose between some of the materials or shoe technology they offer for comfortability and sturdiness.

[Nicole Stemen]

The “customize your own shoe” feature at Nike.com is a great new tool for Nike to have. Self expression is so important to consumers today, and I believe that Nike has hit the nail on the head with this online option. Marketing through customized shoe designs at Nike.com would be an easy way to promote the sports teams here at MTU. MTU could also choose to outfit campus tour guides with a pair of the customized shoes for the important first time that prospective students and their parents visit campus.
http://nikeid.nike.com/nikeidv2/index.jhtml?sitesrc=usidsfem&location=launchBuilder,DesignSearch-10002.10003.10005.10006.10014.10015~0.0.0.0.0.0~~~1~published|false~49~180.141.4||-dtlpg153850020,_6d6f6730383037,,154611422#launchBuilder,DesignSearch-10002.10003.10005.10006.10014.10015~0.0.0.0.0.0~~~1~published|false~49~180.141.4||-dtlpg153850020,_6d6f6730383037,,

[Nicole Stemen]

I love this design! Great job!

[ccburke]

As a new shoe designer on Nike.com, I felt I had to fiddle my way around to much before I actually figured it out but once I did it was fun. I was dissapointed in the two character feature on the side and the choice of font style. I agree that their should be more color choices for various parts of the shoe and actual design work. It would be really neat if Tech bought some and sold them at the book store, since I like to try my shoes on before I make a purchase.http://nikeid.nike.com/s7templates/wallpaper.jsp?authorColor%5Fgreen=171&bgId=3&authorColor%5Fred=182&title=Go%20Huskies%20&metricId=153970482&titleColor%5Fblue=255&wallpaperSize=1280&titleColor%5Fgreen=255&viewId=7&titleColor%5Fred=255&authorColor%5Fblue=149&author=Cherie

[Brett Girard]

I agree that in an industry that focuses on "push" selling (creating a show that they think users will like and creating a marketing campaign), this strategy creates interest from individuals concerned about fitting their own needs opposed to conforming to the "group." This is almost like Dell's strategy of custom building computers.

I also am a big fan of the shoes. Good work on incorporating the Tech colors in a cool looking basketball shoe.

[mjgras]

I agree, this is a very nice design, shows off the colors well and still looks awesome. Definitely agree that the amount of customization is a great idea.

[Tracy (Payne) Brush]

Michigan Tech could be marketed on nike.com in a number of ways. One idea I think would be really effective is to host a design competition for students who have been accepted to Michigan Tech but have not yet committed to becoming a student here. Michigan Tech could host a design competition to get prospective students thinking about school spirit and how they fit into the Michigan Tech atmosphere. The winner(s) could receive a small scholarship, a pair of the shoes they designed, and the opportunity to have their shoe design featured on the Michigan Tech website.

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=USLP

[Adam Johnson]

Websites like Nike.com help to personalize relationships with the brand by allowing you to customize their products. Having the ability to customize a shoe to the specifications you like can help build a positive attitude toward the brand. If tour guides wore the MTU customized shoe during the guided tours for prospective students, the students might see that we are proud to be MTU and this might influence their choice of attending Michigan Tech.

[Tracy (Payne) Brush]

Here's the correct link to my design:
http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=dl_usid&designId=153673948&size=false

[Robert Zychowski]

I found that being able to customize my own shoe provided me with entertainment and also allows me to be able to create something unique just for myself. From a marketer’s standpoint, this is a perfect way to create a following with your product and guarantees customer satisfaction. http://nikeid.nike.com/s7templates/wallpaper.jsp?author=rjzychow&authorColor_green=102&bgId=1&authorColor_red=102&title=Blizzard%20T%20Husky&metricId=153573727&titleColor_blue=0&wallpaperSize=1280&titleColor_green=0&viewId=1&titleColor_red=0&authorColor_blue=102

[Robert Zychowski]

Cool shoe, Nicole. Great job!

[jedowney]

I really enjoyed designing a shoe that would be used for multipurposes. I think it is a great idea where you can add logos and text for your specific choosing. It is a perfect way to customize a product without the company having to do to much and the customer getting exactly what they want.

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=USLP#locker

[jedowney]

I think shoe is a great design and I really like the flare on the shoe(yellow thing).

[Pelantag]

I didn't think of it that way but afterwords thinking that I created the shoe, it does help me connect with the product and makes the customization process that much better.

[slernst]

I also had never used this site to customize a shoe, and it took some time to figure it out. I like the idea behind it though, and I think it's great that Nike allows customers to create a shoe that best fits their personal style.

[dkraisan]

Nike.com uses the interactive website approach to lure in customers and give them the power to personalize their equipment. MTU could use Nike.com as a marketing tool by creating a contest to design a shoe that an athletic team would be using the next year. The contest could be for prospective and current students which would make these students feel like they are a part of the school.

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=USLP#launchBuilder,basketball.9265.0,_6a756d54656150726f303930322e2e31,INSPI_94001_v9_0_20090113,

[dkraisan]

Sorry, here is my final design.

http://nikeid.nike.com/s7templates/wallpaper.jsp?author=dkraisan&authorColor%5Fgreen=171&bgId=3&authorColor%5Fred=182&title=MTU%20Hoops&titleColor%5Fblue=255&wallpaperSize=1280&titleColor%5Fgreen=255&metricId=153975947&viewId=1&titleColor%5Fred=255&authorColor%5Fblue=149

[jaylital]

The great thing about doing things like that on Nike or Under Armour is that you can customize exactly what you're looking for instead of having to accept one of their designs. You're seeing that more and more in places today. Businesses know that people are creative and by letting them put some "skin in the game" they're far more likely to buy.

http://nikeid.nike.com/nikeidv2/index.jhtml?sitesrc=usidsfem&location=launchBuilder,training.9351.0,_7370617271303831302e2e31,,153478353

[Robby N.]

Nike is pretty amazing with their innovation. The tools that are at the customers disposal seemed to be very effective. They make online shopping a little more personal. The only problem that online shopping still faces is the hands on interaction between the product and customer directly. Usually every sizing chart is somewhat different and you cannot get the best feel of a shoe until you actually put it on. Definitely a step in the right direction though.

[Robby N.]

you have big feet, just kidding. It's a good design! I bet you had some help from Ryan.

[cvbaugh]

I like the idea of Nike hosting a "shoe of the week" to feature a new shoe design to match a school's colors each week and tell about the university it represents. This would help raise awareness for schools that are not well known.

[labegin]

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=USLP

Here's my shoe. Hopefully the URL works. I found this site a lot of fun. It adds more personalization with the product you're buying. However, I do prefer to try on shoes before buying, that being the only downside. Michigan Tech can use Nike.com to target prospective students by basically saying "Hey! Look at us! We've got our own special shoe with Nike!!"

[labegin]

Never mind on the picture of the shoe, that URL just brings you to the Nike website.

[Lubing Chen]

We can market MTU by design a Nike shoe with MTU’s Logo and signature color. IT could be used to develop the school image to MTU students. Also the shoes can make other people to explore Michigan Tech, it is a mobile advertisement.

[Lubing Chen]

that's pretty cool.!!!!

[lkmichae]

Sweet shoe! I would totally buy something like this...if I had money :)

[labegin]

I would have to agree with you in that I found the site very entertaining as well. And it is a great way to express yourself and your school pride as well.

[tamikkel]

Creating the shoe itself was fun it gave me a chance to be creative and make something that I would wear and that would market tech and representing me at the same time. I wish I had a picture of the shoe it was sweet, but the computer I am using kind of freaked on me so just imagine a sweet shoe.

[cekangas]

Nike definitely has product differentiation; they way they offer shoe customization. This is great for Nike; they will definitely pull in more consumers to buy their products. When a consumer has a choice of their own design and colors of a product (personalization), the consumer is more likely be happy with their product and will continue to buy again and again from the company. Nike has a great alternative of shoe buying going for them. Designing the shoe was simply amazing, very easy, and amusing.

http://nikeid.nike.com/nikeid/?sitesrc=uslp#locker

[crreid]

I definitely agree with you about the guaranteed customer satisfaction. I didn't even think of it that way. Your shoe is sweet also.

[Jonathon Folse]

I like how Nike customization is with their shoes. This is a really good marketing tool to increase revenue for the company because if somebody doesn't like the color pattern or wants to personalize their own shoes, they can. The only gripe I have was I could customize the back accent for some reason. So I had to leave it white. Kind of threw off the color scheme of the cleat but they're still nice.
This is my design.

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=USGR#launchBuilder,football.8001.0,_73757053706532303831302e2e31,INSPI_59003_v9_0_20081022,

[MLDowler]

This was a fun task. I felt that this could help market MTU because when people are viewing all the designs that people are produced, it is possible that seeing the MTU logo on the side of the shoe would encourage the viewer to go to there web site. This could generate not only future students, but future athletes as well.http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=dl_usid&designId=154378279&size=false

[Jonathon Folse]

Wow!! Like the colors and those look real comfortable!!!

[Xander]

Yes it is a helpful tool to create a connection with the customer. But how profitable is it? How many people actually follow through on this ploy? And then how much does Nike profit from such extreme differnciation? I know they didn't allow complete artistic feedom but there where plenty of options and not all colors can be same can they? I think it is cool don't get me wrong I just think it would be interesting to see the numbers.

[Xander]

Cool ideas but can it really be cost effective to have so much differenciation on a product. I would be interested to see the numbers.

[Lmdixon]

I think this would be a great marketing tactic to get students to get on the website. They would create a shoe they really like and probably buy the shoe. It would also be fun to go on and see each shoe each week which would keep people coming back to the site for a long period of time.

[Tony]

http://nikeid.nike.com/nikeid/index.jhtml?sitesrc=USLP#launchBuilder,running.9262.0,_6c756e547261303930322e2e31,INSPI_93139_v9_0_20090114

It is hard to find a shoe on the market that has our school colors unless you have them custom made. This site shows you a variety of creative shoes and tries to entice you into making your own. It is a creative task that you don’t truly get the opportunity to do elsewhere. Once you create the shoe you want to buy it which leads to a very effective marketing tactic.

[rbunger]

Designing and personalizing your very one pair of Nike shoes is a whole lot of fun. It’s a good virtual experience with endless possibilities. While using the Gold and Black colors of Michigan Tech I was able to design a shoe with another fellow athlete that we thought would be a desirable shoe to other athletes at the school. Because I was able to tweak different colors of trim and so on, I was able to get what I the consumer really wanted. This could be a great tool for people trying to fit their team with shoes, a gift for a loved one or a child given permission to design their own shoe. Customization of this level, I believe almost always, has return customers as long as it’s a quality product. Nike I find to fit the mold as a quality product.

[Tony]

I agree with the fact that online shopping is hard considering you don't get to actually try it on. It would be nice if it gave you some type of print out you could try to see it their size matches your actual foot...kind of like those shoe charts they have for little kids to step on. It might be helpful.

[rbunger]

It is actually very tough to find those unique colors. Customizing a shoe is the perfect way to get what you want.

[Lmdixon]

No Mr. Nolan I made them all by myself!

[rbunger]

great flare!