A great word of mouth topic can come in any form. It just needs to be simple, portable, and repeatable.
It doesn’t have to be:
- About your product
- Carefully crafted
- A marketing message
In fact, it’s usually best if it’s none of the above.
Nike, for example, has started a whole bunch of conversations over the years. From high-profile endorsements to flashy technology, they have a lot of resources at their disposal.
But what’s starting all the buzz about their new Lebron X sneakers? The price tag.
At a rumored $300, they would break a price barrier that hasn’t been done before. The shoes are also loaded with some fancy technology — but that’s not what everyone is talking about.
The lesson: Experiment. Try expensive. Try cheap. Try purple, hilarious, unexpected, and special.
Try a bunch of stuff until you find something that works — and then do more of that.
More on the sneaker buzz:
- Nike’s $300 Shoe Has the Marketing Built Right In (AdAge)
- Nike’s LeBron Sneakers to Test the $300 Limit (Wall Street Journal)
- Memo to Urban League: Nike Thanks You for Being Outraged by $300-a-Pair Lebron’s (Forbes)