It's Cool, You Don't Need Jordan.
You can’t market like Nike.
Sorry. You don’t have the resources. Sure, their approach works. And it works very well.
What Nike does is hire the world’s best athletes as their spokespeople.
They nailed it because they picked Jordon, P-Rod, Vick, Armstrong and Ronaldinho.
Here’s another example by Lexus:
It’s funny, and it’s memorable. Well done Lexus.
The Problem
You would have to hit the lotto a few times over for this rolodex to promote your stuff.
The good thing is that this angle is completely wrong for you anyways.
The Solution
Do it better. Do it to fit.
The reason this type of marketing has forever worked, and will continue to work, is because these guys lend an enormous amount of credibility to the company their speaking for. These celebrities have an enormous amount of influence to the majority.
But what I’m assuming (and hopefully I’m right!) is that Nike or Lexus is not your competition.
You are trying to own a smaller market. Let’s say it’s a sub-genre in the App Store. So you need to find the influencers for your app in that niche. This you can do. And these influencers are everywhere.
Bloggers, authors, musicians, actors, and socialites are a few examples. Find the people in your app’s niche, and get to know them. Deliver your new project with impact and discuss how it (and you!) can benefit them. Don’t spam. Be real. Make it as beneficial for them to spread the good word about your app and reward them for doing so. Since your app is already in their niche, they might be kind enough to help promote because they love it. If you have to give something up front, such as a little bit of cake, then weigh whether or not it’s worth it.
The Takeaway
You can’t market like Nike, but that’s fine because you aren’t competing with Nike. Find the influencers for your app and get them to back you. Be a real person. Offer to help them in any way you can and develop a mutually beneficial relationship.
What experience have you had in getting help from relevant influencers?
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