Chauncey: Welcome to the Being Found Show. We are going to cover some marketing news. I love stuff like this because everyone has an opinion on it.
Everybody’s got an opinion on Colin Kaepernick one way or the other. Nike picks up Colin Kaepernick as their new spokes guy for this whole anti-sports campaign, “Believe In Something Even If It Costs You Everything.” It was very touching. People did not know if this was going to sink that ship. Well, I think we knew it wasn’t going to sink Nike. Nike could have absorbed that. It turns out Nike sales jumped 31 percent in the wake of the Colin Kaepernick ad campaign.
Jake: Now you know this prompts the marketing question: Why is that?
Chauncey: We were talking about how there’s no such thing as bad publicity. I have kind of a racy way to explain this, so I’m out with my wife last night. We run into our friend who’s like basically this marketing guy, but he’s sort of into controversy marketing, and he jokingly refers to himself as a meme assassin. He markets through trolling and starts a brutal conversation that they get all sorts of heavy traffic from.
We were talking about how there’s no such thing as bad publicity. You know we have this romantic Winston Churchill way of saying it, and he is kind of a little bit more racy but I think a little bit more relevant today. He said that marketing is like sex even when it’s bad, at least you had it you know.
People in this day and age are so involved with talking about stuff even the people who hate it sort of love to hate it and even the people who love it sort of love that the people who hate it, hate it. You know we’re so split down the middle. Have you ever heard the term schadenfreude? Germany has all these weird terms and schadenfreude means secretly taking delight in another person’s misery. We live in a society where taking a side and being apart of the conversation is self-perpetuating.
Jake: What we expect from this is that 50% of the people hate it and 50% love it. In reality, 30% of the people are fighting this movement and burning their shoes and clothes. They aren’t actually harming the company, they just now need a new pair of shoes and look stupid on social media. On the other side, people went out and bought a pair of Nike’s in support which led to the 30% bump in sales.
Chauncey: That is huge especially when you’re huge, to begin with. If you were worth three billion, you’re now worth four billion. Plus Nike knew who their market was. I might get some hate mail for this. I just don’t know how to say it. I realize that the world is changing in this way and it’s kind of refreshing but historically those who would be on the side of Anti Kaepernick or at least anti-Nike for marketing with this movement are not progressive and not necessarily technologically in tune which left them at a disadvantage with their side of the marketing.
Nike knows who their market is and their market is these sort of people who are also involved in this stuff. By Nike doing this they knew that they were hitting their market of people who buy their shoes. So these other people can complain and say I’m not buying Nike’s anymore, but maybe they’re not buying Nike, to begin with.
Jake: Well I mean I don’t know. To me, that’s kind of a stretch. I see old grandpas wearing Nike’s, female runners wearing Nike, and even my kids wear Nike’s. You know I think they just they stretch through such a wide audience. I mean I think the only unifying thing about Nike’s product is that it has something to do with sports. It is hard for me to say that they’re technological or not technological or right or left. I think Colin Kaepernick, in general, is polarized politically. I mean people took a side based on whether or not they were conservative or liberal.
Chauncey: So here’s the other interesting part of this Nike success being that it may embolden other brands to take stronger social and political stances. That’s like that’s a societal shift away from it being a huge backlash.
Jake: I feel like now I have to support one brand and not another just to show what my political view is and I don’t like that one bit.
Chauncey: I don’t like it at all either. I just don’t. Actually, if I were to rally behind anything, I would basically say I’m down for human rights. Don’t eat babies, don’t be a racist, and so on and so forth. If we want to get on board, we should probably just boycott anybody who has a political opinion in any sort of business here.
Jake: I think I might just make a t-shirt that says, “I disagree with you let’s have a conversation about it.”
Chauncey: I just really kind of had enough of all of this politics stuff. I think it’s just gotten totally out of hand. I personally quit listening to TALK radio, political talk radio to be more precise, because I felt like it was getting me too involved in a winning strategy and I got my eye on the prize. It’s like we all have this idea about the way the world should be and we shouldn’t be sitting there worrying about the little senators and the strategies of these little things. We need to focus on the way we think the world should be and we need to focus on making that happen for us personally.
That’s kind of the way that the world used to be. Now when you talk to most people, they’re talking about how this thing that happened last week should lead to this and stuff. The thing is I just don’t see how that’s an opinion on the utopia you’re trying to achieve because ultimately we’re all trying to get to the same utopia and that is one where people are safe, and they’re free, and they’re happy.
Jake: People may have different ways of getting there but that is the goal, and that is what we should focus on. Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #63 or subscribe to our Podcast.