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Nike is reviewing whether it should buy exclusive rights to advertise on the front page of a social network search engine, Zignet. At the launch of the agreement, Nike is expected to make an upfront payment of $15 million to Zignet. In addition, Nike would spend an average of $15,000 per day on Zignet advertising for a full year. In return, Nike’s brand would be featured exclusively and prominently on many of Zignet’s pages for one year. More specifically, Nike expects to be present on 60% of Zignet’s 50 million pageviews per day. Based on industry estimates, Nike believes 0.25% of every pageview at Zignet would result in a visit to its own website for the entire year of this deal. Nike’s own experience suggests that about 1.0% of the visitors to its site actually buy books and other merchandise. While the typical retention rate for Nike customers is over 90%, management is concerned that customers coming from the Zignet site will have a retention rate of only 70%. The dollar amount of a typical order is $100. Nike’s CFO was concerned that, with a 30% contribution margin per order and 10% cost of capital, this deal may not be worthwhile.
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