How To Use Reverse Thinking To Detonate Innovative Marketing?

For marketers, what is emphasized again and again is how to make consumers buy your products and services, and how to accurately locate their customers in marketing activities.

Activities under such a concept will not deviate from the outline, or there will be no major mistakes.

Unfortunately, such marketing activities are often hard to bring forth new ideas and create exploding points.

Sometimes, innovation has to take risks. The greater the risk, the greater the profit.

Look at how the two clothing companies in the United States use reverse thinking to create a tipping point, and give your heart some confidence in innovative marketing.

"Don't buy me" - Patagonia hopes consumers refuse to over consume.

Patagonia (Patagonia) is an outdoor brand in the US. It has the reputation of Gucci in the outdoor world. It has good product design, technology, function and corporate responsibility.

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This is a company that focuses on product quality rather than product sales.

Because customers are well known before buying their own products.

In the black Friday of the United States (that is, Friday, the traditional peak of sales), other brands are doing marketing activities.

But the brand has launched an anti black Friday marketing campaign to encourage consumers to repair old goods instead of buying new ones.

Patagonia is also known for playing the advertisement of not buying this coat.

It seems to persuade customers not to buy new products, but in fact, this marketing strategy has been a great success.

This strategy has helped the brand win a good reputation in society.

With the concept of environmental protection and low carbon deeply rooted in the hearts of the people, the life attitude advocated by this brand has been accepted and appreciated by more and more people.

Patagonia's "rejection of excessive consumption" has once made it a fast fashion brand, H&M and Forever21.

Brand.

In 2008, Patagonia's profits doubled three times.

The brand concept of Patagonia has set up a good brand image for it. All Patagonia fans believe in this brand, appreciate the concept of this brand, and stick to such an idea and lifestyle.

Patagonia said, "we design and sell goods must be durable. This is for environmental protection, and for consumers to spend less money.

We must tell consumers not to buy products that they do not need, because what you waste is not only their own money, but also the resources of the earth.

We get more resources from the earth than we give back to the earth. "

Now this generation is growing up in fast fashion. These clothes mean that they can enjoy fashion at low prices, and wear them out in one season or on one occasion.

From an environmental point of view, this is not worth promoting.

Fortunately, our customers are paying more and more attention to product quality, not quantity of products.

Retail language: which brand dare to sell the marketing strategy that consumers do not buy? No! Why outdoor brand Patagonia dare to advocate consumers to think twice before shopping.

To a certain extent, this may not be a marketing strategy, more of a brand culture.

As the brand thinks it is, at the time of rapid development, the speed of brand expansion is unprecedented, and the following is the diversity of consumer choice. No brand can win the market by virtue of price or quality or even a single point of innovation.

Instead of fighting for a living in a fierce market, it is better to be alone and to do what consumers want, so that consumers can only consume products that are badly needed and never waste the earth's resources.

It is precisely this reverse thinking that makes the brand noble and makes it stand out from a crowd of brands.

Please be careful with the brand that does not have enough internal force.

Case two: don't be too high up -- Vitoria's Secret Sex girl.

The secret of Vitoria has become the most worthy underwear brand in the United States.

The company occupies 35% of the underwear market in the United States and is very eye-catching in the retail industry.

Although many other underwear brands try to compete with it to seize a certain share of the market, no brand can compete with American Eagle to AdoreMe.

The secret of Vitoria is that companies are good at using online data to help offline sales companies. This company noticing which products will be used in another channel when they sell well in one channel.

In addition to making good use of big data, the company has gained some experience in capturing the hearts of girls and women.

For the lingerie brand, choosing sexy actress as spokesperson or model is the inevitable choice, but one of the secrets of Vitoria's secret success is to abandon sexy actress.

The advertising team of the brand is very picky when choosing models for endorsement. Before its endorsement model, Kate Upton was sexy, but during the endorsement period, it did not promote sales. The reason for that was that the actress was too sexy. It became a threat to the secret female consumer of Vitoria, and had a sense of oppression when shopping.

According to such a market feedback, and the precise positioning of the advertising team, the brand has launched the actress Angel Alessandra Ambrosio. As a gentle and virtuous character of her wife and mother, she helped the brand build up its image, so that more consumers feel that the brand is very close to itself and even feels friendly.

Between sexy and approachable, Vitoria's secret success has been balanced. We have to admit the fact that every woman wants to be the secret girl of Vitoria.

Retail language: most brands always choose high quality when they choose celebrity endorsements and model images.

Vitoria's Secret discarded sexy actress is a case worth exploring. For consumers, a high brand may give rise to fear.

I remember a survey report showing that the display or security configuration at the door of luxury brand stores gives the general consumers a sense of distance.

Celebrity endorsement is the same reason. For the secret of Vitoria, the use of sexy stars is the best way to interpret brand culture and brand spirit. However, too sexy stars may bring inferiority and distance sense to ordinary consumers. Such a sense of distance will directly reflect consumer psychology and give up the brand.

Instead of using the home based actress, the wife and mother's image has been popular among women, but has narrowed the distance between the brand and the consumer.

Usually a woman's role is the most common and the most cordial of her wife and mother.

Conclusion: the most difficult breakthrough point in the marketing of reverse thinking is that the brand dare and take risks. After all, such bold attempt takes courage.