One way of combining a good dose of creative thinking and technology is to provide something useful to your audience. Nike Plus did a good job of this with their running shoes. They created a cool online application that runners could download data from their shoes to track their mileage, pace, and calories burned. Runners can also map future goals and progress online. This is just one example of how companies are moving towards spending marketing dollars wisely to create something user centered verses simply waving their flag.

Since its deput, runners have logged 100 million miles worldwide and the company’s global running-shoe sales are up from $8 billion (fiscal year ending May 2006) to $9.7 billion (fiscal year ending May 2008), a 21% increase. Proof positive that when creative, strategy and technology are appropriately combined, it can pay big dividends.

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