Nike's microblogging marketing: Let “great” enter the hearts of people and take root

Embedding the Idea of ​​"Greatness" into Consumers' Mind

Trout defined the "positioning" in his book "Positioning": "How do you make a difference in the minds of potential customers? Positioning is not about products, but about the minds of potential customers. That is, positioning the product in the mind of potential customers."

In @JustDoIt's Weibo, we didn’t see Nike’s endless promotion of any of its products. It just repeatedly explained to everyone the meaning of “great”. Who are the potential customers for Nike? I think more is the "post-70s" to "post-90s", especially the "post-85s." In the current era, as society becomes more and more materialistic, competition is becoming more and more heated and the atmosphere is becoming increasingly impetuous. Nike's interpretation of “greatness” can arouse the consensus of young people and gain recognition in the minds of young people. What Nike wants to convey is a sportsmanship: What is great on the field?

So, I think the most successful marketing effect is not to make people remember how easy your product is and how cost-effective it is. In this era, products are updated frequently; but for the recognition of certain ideas, they can always remain unchanged.

Remember, to enter the minds of consumers is a spiritual idea that the product must express!

The Shortcut to Entering the Mind: Creating Open Positions

Trau said: To be the first is a shortcut to the mind.

Who is the first person to walk on the moon? Of course, Armstrong. But who is the second?

What is the name of the world's highest peak? Everest in the Himalayas. But what is the name of the second highest point in the world?

"When the first is better than doing better" is by far the most effective positioning concept!

Nike's cleverness lies in: When N multiple brands are praising the "first" of the Olympic stadium, "first" is instead submerged. Nike put the "second, third, and N" people may hardly remember on the game, making it the "first" of Nike's brand strategy. Nike was the first sports brand to pay close attention to the Olympic athletes who didn't care about the medals. The first one gave them the "greatness" to their sports brand and the first to write a "failed" sports brand for them.

So create your own seat. To get a new idea or new product into people's minds, you must first crowd out the related concepts or products in people's minds. In this regard, Nike understands the Chinese market. China is very concerned about the gold medal. The weight of the “gold medal” in the hearts of the Chinese people is heavy and heavy; but Nike has broken the people’s “only gold first” mentality.

Remember, do not blindly follow the trend, looking for business opportunities.

Nike's "great": "occupy the word"

Troy wrote: “The best way to deal with an over-spread society is to simplify information as much as possible. The same as communication and architecture, the more concise the better. Simplifying the concept of information has further developed into our theory of “occupying the mind”. For example: Volvo uses the word 'safety', BMW uses 'driving', FedEx is 'an overnight arrival,' and Crest is a 'guard'.' Nike uses 'great'. Once you have a word in the customer's mind, you have to use it or you will lose it. You must "sharp" your message so that it can cut into people's minds. You must throw the ball with vague, ambiguous words. Simplify the information. Your job is actually to screen and filter out the materials that are most likely to enter the human mind.

Finally, let's take a look at Nike’s copy of “Greatness”. In particular, I would like to say: These copywriters have once again proved that those microblogging content teams who randomly find a few people and piece together are not able to impress people;

Those so-called omnipotent "microblogging bodies" are just lifeless bodies; good microblogging content is meticulously crafted and written with heart and true emotions.