Nike's microblogging marketing: so that "great" enjoys popular support, take root

The "great" concept into the minds of consumers Trout's "Positioning" book is defined as "positioning": "How to make you unique in the minds of potential customers? Positioning is not around the product, but around the minds of potential customers. That is, positioning the product in the minds of potential customers. " At @JustDoIt Weibo, we did not see Nike rolling out any of its products, it just repeated to explain the true meaning of "great." Who is the potential customer Nike? I think more of "after 70" to "after 90", especially "after 85". Nowadays, as society becomes more and more materialized, its competition becomes more and more intense and the atmosphere becomes increasingly impetuous. Nike's interpretation of "greatness" can arouse the consensus of young people and gain their approval in the minds of young people. Nike to convey is a kind of sportsmanship: what is the great game? So, I think the most successful marketing effect is not to remember how easy it is to use your product and how much it is worth. Product replacement and replacement are frequent in this era; however, recognition of a certain concept can often last forever. Remember, to enter the minds of consumers is the product to express some of the spiritual ideas! Shortcuts to Mind: Create slots Trout wrote: Being the first is a shortcut to entering the mind. Who is the first person to wander the moon? Of course, Armstrong. But who is the second? What is the name of the world's highest peak? Everest in the Himalayas. However, what is the name of the second highest peak in the world? "When the first is better than the better" is by far the most effective positioning concept! Nike's ingenuity is that: When N brands are praising the "first" Olympic Games venue, "first" instead of being inundated. Nike to the game, people may be hard to remember "second, third, N", Nike brand strategy into a "first." Nike was the first sports brand to focus their attention on Olympic athletes who missed the medals, the first sports brand to give "great" to them and the first to write a "failed" sports brand for them. So please create your own slot. To bring a new concept or new product into people's minds, you must first crowd out the related concepts or products that people have in mind. In this regard, Nike is understanding the Chinese market. China cares about the gold medal, the "gold medal" in the Chinese people's heart weight is heavy, is heavy; However, Nike broke the people's "only gold medal first" mind. Remember, do not blindly follow the trend, looking for their own business vacancies. Nike's "great": "the word occupies the mind" Trout wrote: "The best way to deal with an over-spread society is to try to make things as simple as possible. Dissemination is as concise as it is for architecture. The concept of simplifying information has further evolved into our theory of 'occupying the mind' For example: Volvo uses the word 'safe', BMW uses 'driving', FedEx is 'overnight,' and Crest is 'mothproof.' "Nike uses" great. " Once you have a word in the customer's mind, you have to use it, or you lose it. You must "sharpen" your message so that it can cut into people's minds, and you have to make vague and ambiguous terms, and simplify the message. Your job is actually screening, screening out the most easily accessible materials. Finally, let's take a look at the copy of Nike's "great" story. Special to say is that these documents also proved once again that those who just find a few people, scraping together microblogging content team, scrawled microblogging dummies, can not be touched; Those so-called omnipotent "microblogging", just lifeless shell; good microblogging content is crafted, intentions, written with true feelings.