阿迪达斯教如何建立品牌期望值 | How to Build Desirability: Lessons from Adidas

By 八月 16, 2017品牌战略, 市场策划

在PLTFRM,我们将期望、可信度和共鸣视为品牌策略的三大支柱。一个成功的品牌,首先必须对消费者和潜在消费者具有足够的吸引力,让他们对品牌抱有相当的期待。而这种期望通常是由所谓的“错失恐惧症“所引发的。尤其是在“千禧一代”消费者中,这种“错失”的恐惧和焦虑尤为明显。当别人拥有的东西,“我”还没有,“我”便无法参与其中,“我”便成了局外人,失去了和他们经历同样一个事件的话语权。

At PLTFRM, we believe that Desirability, Credibility, and Resonance are the three pillars of an effective branding strategy. How can a brand be attractive to both potential partners and consumers, when millennials are becoming the new ‘driving force’ for businesses? Very often, desirability has a lot to do with the so called “Fear of Missing Out” (FOMO), the pervasive anxiety – quite popular among Millennials – of not being part of worthwhile experiences others are having.

对于品牌来说,这种“错失恐惧感”俨然成为了他们最为常用的市场营销手段,而且屡试不爽。去年,阿迪达斯发布了一款限量版的鞋子(15种不同颜色),只在北京和上海出售,每个颜色的库存仅1000套。在新品发布之前,阿迪达斯巧妙地利用了名人的流量和效应,把这款鞋子赠送给了一大堆名人。用户在社交平台上不断看到明星们“秀”的照片,但是等他们到了店里,却被告知没货。直到发布会当天,他们才决定每个颜色各发售30套。这就是阿迪的“饥饿营销”策略——先吊起你的胃口,让你产生期望。它成功地抓住了消费者“错失恐惧症”的心理,激发大家抢购的欲望。结果当然是品牌方赢了,中国消费者对销量贡献最多。

Many brands use FOMO strategically, to increase the success of their marketing efforts and create a desire for their products. As Adidas case shows, when implemented right, this strategy can bring the ‘beyond expectation’ results. Last year, the sports brand launched a limited edition three stripes model, in limited colors, and available in Shanghai and Beijing only, where each color’s stock was only 1,000 units. Before the launch, the brand played on a strategy of massive gifting to celebrities, but no stock in the stores. On the launch day, they decided to sell 20 units only for each color to create “hunger”. This strategy, which is not new to the brand, plays on the FOMO psychology to successfully build desirability. As a result, the brand gained, even more, popularity among Chinese consumers, translated into an outstanding sales performance.

今年,阿迪达斯又玩出了新花样。为了给品牌与Alexander Wang(王大仁)联名合作系列的发布造势,阿迪达斯选择了一个特殊的渠道来激发消费者的好奇心——贴广告。7月29日,大幅海报出现在纽约周边,上面没有产品照片和酷炫的模特,只有一串串产品编码和短信号码。怎么购买?把想要的商品件数发到917-512-7715。

This year, to add some magic to its second unisex collaboration with Alexander Wang, Adidas Original chose a different channel to build desire through curiosity: printed advertising. On July 29, posters appeared around New York City with coded line sheets and the number to text — 917-512-7715 — to buy pieces via text.

随后,大量消费者在网站上分享了他们短信购买的各种经历。画风主要是这样的——

“当我下午发送短信时,我收到了一条即时回复:‘你从哪里得到这个号码?你在海报前吗?把你想要商品的序列号发送给我。’我并没有站在海报前,但是我想买一条运动裤。我的界面并有显示它的序列号,所以我唯一的序列号CV5051,是从一个Instagram帖子中得到的。它是一件霓虹色的长袖T恤。‘对不起,这件已经没有了。这个颜色很火,卖得很快。但是还有其他的颜色。我知道至少还是剩一件黑色的。”

The web is now full of testimonials that have tried the “Text-to-Buy” experience and shared it online. Their stories go more or less like this:

“When I texted early this afternoon, I got an instant reply from an in-character chatbot: ‘Where’d u get this number? Are u in front of the posters? Txt me item codes of what u want.’ I wasn’t in front of a poster, so I tried just asking for the sweatpants. My chatbot was not having it, so I used the only code I could make out from an Instagram post, CV5051, for a neon long-sleeved T-shirt. No dice there either.’Sorry, that’s gone. That color went fast. I got it in a different color tho. What about black? I know I got at least one left. “

我们都很期待阿迪达斯可以同样对中国采取这样的销售理念!

We are all expecting Adidas to take the concept to China.

 

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