The "two two rules" of functional shoe story marketing

At present, the reputation of the functional footwear market is not very good, because of the exaggeration of publicity, reducing the trust of consumers. The important reason for the decline of health care products by the previous wave is that there is no credibility.

Imagine how far a market without integrity can go. A functional shoe, boasting on TV commercials, can cure high blood pressure, cardiovascular and cerebrovascular diseases, rheumatoid bone disease, enteritis, prostatitis, sequelae of cerebral hemorrhage and other diseases, people can not help but sigh, is not too good for Laojun's panacea! This short-sighted behavior is a taboo for brands.

What should I do? The key is to solve the credibility, and all products related to health care can not escape this proposition. I was deceived for a while, and I couldn’t deceive myself. Moreover, now that the media is developing so fast, I want to be embarrassed and can only deceive myself.

Here mainly talk about story marketing, functional shoes should learn to tell brand stories, use story endorsement to enhance brand value, and use stories to enhance the brand's credibility.

Let’s start with a story about the “losing” story of the King of Saudi Arabia using a Rolex gold watch for a pair of shoes.

In October 2009, Dr.Comfort, the world-renowned diabetes shoe expert, received a call from the Arab royal family and was invited to customize four special shoes for diabetes for the spring, summer, autumn and winter. Dr.Comfort American professional foot nurse came to Saudi Arabia to measure the different pressures of the king standing, sitting and lying on the foot, confirming that the front toe, the fifth toe and the heel were at the same depth, and recorded the whole foot into the measuring material. The depth and data was passed to the headquarters. In February, the exclusive Dr.Comfort diabetes shoes and socks were tailored for the king.

Like all diabetics, the King got the shoes through Dr.Comfort's unique custom process. The King and his family were very satisfied. He gave Dr. Comfort a US representative of Scott Huang a Rolex gold watch and a Middle Eastern gorgeous mysterious gold plate.

Possibly, many people know that for the King of Saudi Arabia, this sale has lost money; although tens of thousands or hundreds of thousands of dollars are not worth mentioning for the king. In fact, the key to the problem is that the King thinks that Dr. Comfort is better. It is worth the price. Moreover, health cannot be bought with money. It cannot be equivalent.

This is a successful case, from which you can summarize the two strategies of story marketing:

First, find the right target. Endorsements focus on Lixin, allowing brands to add value, so the object of endorsement must have this qualification. A common ape and the King of Saudi Arabia certainly have no match. The King of Saudi Arabia is the guardian of the two holy cities of Mecca and Medina, and is known by the world as the generation of monarchs who influence the world. Even if he can only wave on TV for health reasons, he can talk about it. Therefore, Dr.Comfort diabetes shoes make a big difference between wearing a piercing and wearing a king. Of course, this object must also belong to your consumers. Otherwise, if he says it is meaningless, word-of-mouth communication will be greatly reduced.

Second, we must learn to drink. Endorsements have been made, but they only know that it is useless, let consumers know, holding the global brand network - fear that the world does not know the idea to sip. This is the case with sipping, and the sound of drowning is small. A hawker with a horn will sell better than a bare-handed person, so the sound of the sale should be large enough, at least in the local area. There is also a special sound or a special way, such as the star effect, "the shoes worn by the King of Saudi Arabia" is definitely more attractive than ordinary shoes.

There are methods, but you have to pay attention to two problems. Otherwise, good methods may not have a positive effect and may have negative effects.

First, we must seek truth from facts. Don't use honesty for endorsement, it is obviously used by Pan Changjiang, not to say Chow Yun-fat. Integrity is to dig a grave, not to be. If Dr.Comfort Diabetes says the King of Saudi Arabia is Obama's estimate, no one believes, because everyone knows that he has no diabetes. If you don't say that you build a brand, you can make money and you have to be sustainable!

Second, to be representative. You can't take special cases or cases to do experiments. The King of Saudi Arabia used it very well. Others used it to say that it didn't work. It was a brand. In fact, there is nothing special about this process. All diabetics - Global Brand Network - can get such exclusive services at the Dr.Comfort Experience Center. The king may not have enjoyed the super-standard treatment, or even the intimate service of the experience center. Of course, this is because he received Dr.Comfort's professional nurse in his own territory.

For functional shoes, the promise is to be cautious, not as much as possible. When your brand promise is not fulfilled, or if the consumer believes that your commitment has not met his requirements, he will lose trust in the brand, and perhaps never buy your product again. This is not a joke.

On the basis of honesty, you must learn story marketing, find the right person, talk about dialogue, do the right thing, you have to sip. Of course, endorsements can't be casual, they can't be done, they have to be realistic, and they have to be widely representative.

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