| Cicdiunnydugs | Date: Petak, 12.July.2013, 06:53 | Message # 1 |
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Taoc
Group: Korisnici
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| The Air Jordan shoes are not only exclusive, but they are also some of the highest priced shoes on the market. The funny thing about this is that it makes people want the shoes even more!
People would pay big money to get their hand's on these exclusive, limited Air Jordan's. So when these shoes came back onto the market people were breaking down metal doors to get themselves a pair of these exclusive shoes.
Perhaps the biggest marketing genius behind this madness is the exclusivity of the Air Jordan's. These shoes were taken off the market 11 years ago. and since that time these shoes have become a collector's item to his fans.
When people lace up a new pair of Jordan's they actually feel better about themselves. The new Jordan's give them the ability to "be like Mike". another genius tagline used in early marketing campaigns.
They remember watching him play. They remember the commercials. They remember the movies.
In 2011 we saw this same phenomenon occur over the Air Jordan 11 Retro Concords. People were camping out in the cold. waiting for the stores to open so that they could pay $180 for some sneakers!!
As marketers, we can learn that exclusivity is a very powerful tool. We must also note that emotion is another huge determining factor of marketing. People buy Jordan's (or any other product) for the emotion that they get from the product.
I actually know a lot about Micheal Jordan and his shoes because I grew up watching him play. MJ was not only an extraordinary basketball player, but he is also an amazing business man.
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What Can We Learn As Marketers
Not only were these shoes exclusive, but they also represent an impeccable brand. The Jordan brand means a lot to people emotionally. They equate the Jordan brand with greatness.
MJ has built an Air Jordan brand that reaches far beyond basketball. In fact, Micheal Jordan was the first athlete in any sport to reach 1 billion dollars in annual revenue.
This isn't always the case, but if we are being honest. it does help sales. Throughout the years, MJ has consistently charged a premium price for his shoes, and his brand continues to grow out of control. The Jordan brand represents quality, exclusivity, and greatness.
What Marketing Lessons Can We Learn From A Billion Dollar Per Year Athlete?
The Air Jordan Retro 11 Concords Are Exclusive
It seems like every year there is an exclusive item that almost drives people mad. They would do just about anything to purchase that item. One year I remember people were going crazy over a toy called "tickle me Elmo".
Micheal wore the Air Jordan 11 Concords in the movie SpaceJam. maybe that's why they are his most sought after shoe?
Every kid in America wanted to "be like Mike". and apparently they still do!
When people buy his shoes they get a feeling of satisfaction. They simply equate the Air Jordan brand with greatness, because that is how he played the game.
It started with single pair of Jordan shoes back in 1985. From there, the Jordan brand has expanded into multiple sports offering all kinds of athletic wear.
If MJ decided to sell these shoes for $50, he would not only lose a lot of revenue, but the exclusivity would also be diminished. People are attracted to premium brands like Air Jordan because it makes them feel special. Not everybody can afford Air Jordan's so they get a feeling of superiority.
In some of the earlier Air Jordan marketing campaigns they actually suggested that a pair of Air Jordan's <a href=http://www.dkfreesko.com/nike-free-haven-30-c-14/>Nike Free Haven 3.0</a> would help you play better basketball. "It must be the shoes?"
Speaking for myself here, I would say the biggest reason for the Jordan craze is the EMOTION behind his brand. People have a lot of emotion when it comes to the Air Jordan brand.
People were literally fighting over a stuffed toy that they absolutely could not live without. It's almost <a href=http://www.dkfreesko.com/nike-free-40-v2-c-8/>Nike Free 4.0 V2</a> a little bit funny to think that people would fight over a children's toy, but people aren't always thinking clearly when they let their emotions take over.
So what makes these shoes so dang special that people all over the country feel the need to get them?
Can you believe that? <a href=http://www.dkfreesko.com/nike-free-haven-30-c-14/>Nike Free Haven 3.0</a> These Jordan's cost $180, and people were busting down the doors to buy them!
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