The poor are poor, the rich are rich

Chapter 26 2 Make good use of celebrities to convey the spirit of the brand
Chapter 52 Make good use of celebrities to convey the spirit of the brand
In a remote town in Germany, there is one of the world's largest sporting goods company - Adidas.This small town has a population of less than 2, but the company has 4 employees and subsidiaries in 40 countries around the world.Adidas operates a variety of sporting goods, but the traditional and most famous product is football shoes, which are very popular in various countries, and Adidas has become synonymous with football shoes.

In the start-up stage, Adi?The Dassler brothers started making shoes in their mother's laundry room, and they sold them as they went, with good sales.The brothers are constantly innovating in style, and they tirelessly make shoes according to the size and shape of each customer's foot, so each pair of shoes is very suitable for the buyer's needs.All kinds of business methods that are beneficial to customers have enabled their family shoemaking workshop to develop well and quickly, and expanded into a medium-sized shoemaking factory in a few years.

In the 20s, before the Olympic Games, Adi?Dassler brothers invented spikes for sprinters.They also sent people to inquire about the situation of the participating athletes. When they learned that the famous American sprinter Owens was very likely to win the championship, they gave Owens the spikes for free to try on.Later, Owens really lived up to expectations and won 30 gold medals in the competition.As a result, the spikes worn by Owens also became famous in one fell swoop, and the new products of the Adidas shoe factory became best-selling products at home and abroad, and the Adidas shoe factory also became the Adidas company.

It's a wonderful way to use sports stars to create a brand!Since then, Adi?The Dassler brothers have repeatedly used this tactic.Soon, Addy?The Dassler brothers invented football shoes with replaceable soles, and then they gave the new products to the German football team free of charge. In 1954, the World Cup football match was held in Switzerland. Unfortunately, it rained before the game, and the field was full of mud. The Hungarian players staggered on the field, while the German team wearing "Adidas" was walking like flying, and for the first time Become a world champion.

So far, the "Adidas" brand has become famous at home and abroad, and has become the king of the world's shoemaking industry.

Adi?The success of the Dassler brothers is inseparable from their excellent marketing methods.The innovation of styles and the improvement of quality are important guarantees for selling products, but relying on top football stars to do live advertisements, and using major football games that attract worldwide attention to promote the brand is undoubtedly more convincing than ordinary advertising forms, which can be called unique. good.

Therefore, in the process of doing business, we should do everything possible to use celebrity effects.Of course, to do this, you must first get involved with celebrities, and learn to turn celebrities into friends, friends into brothers, and brothers into siblings.If you become the sibling of a celebrity, you will become a celebrity yourself, and if you become a celebrity yourself, it will be much easier to make money.

Someone raised an objection: "Everyone understands this truth. The key is how to become friends with celebrities?" You might as well listen to the story of a thousand dollars buying a neighbor.

During the Southern and Northern Dynasties, there was a man named Lu Sengzhen who lived in the Guangling area for generations.He is upright, resourceful and courageous, so he is respected and loved by people, and he is famous far and wide.

Because of Lu Sengzhen's noble character, people are willing to approach and talk to him.Ji Ya bought a house next door to Lu Sengzhen.Someone asked: "How much did you pay for this house?"

"One thousand five hundred taels."

"Why is it so expensive?"

Ji Ya said: "I bought a house with a hundred gold, and bought a neighbor with a thousand gold!"

Some people may say that I don't have the strength to buy a neighbor with a thousand pieces of gold, so I can't make celebrity friends, but if I have the courage and courage to buy a neighbor with a thousand pieces of gold, what kind of celebrity friends can't I make?Once you have a celebrity effect with a celebrity, you will "borrow it casually".

(End of this chapter)