Overview
If you have a passion for marketing, you need to watch the movie ‘Air’ that reveals the game changing effects Nike had from signing up Michael Jordan and approaching marketing against the norm. It will inspire you to revisit how can you too can zig where others zag.
The movie also shared three relevant lessons about the power of Mums in catapulting your brand success. If you like to learn from the best brands like Nike, check them out below:
Lesson #1: Mums are the gatekeepers you always need to pass first.
When Nike executive, Sonny, wanted a meeting with Michael Jordan he couldn’t bi-pass the agent. So he approached Michael’s Mum instead, who has the most influence on Michael.
Think about how this works for your brand. If you want to:
- Speak with Mum consumers = speak with Mum Influencers that consumers turn to
- Speak to kids/partners = speak to the Mums buying for the kids and partners
Lesson #2: Talk about what Mums care about to gain her attention.
When Sonny did chat to Michael’s Mum, he didn’t discuss the brand. He spoke to her about what she valued most, which is Nike’s empathy for Michael as an individual, not as a profitable commercial entity the way other brands did. As a result, she knew there was a compelling value alignment.
Think about how this works for your brand. If you want to:
- Sell a brand to Mum consumers = promote how this product will help her alleviate her pain points, or achieve a desirable status. i.e. save time, save money, be healthier
- Sell a brand for kids/partners that Mums buy for them = promote how it is in their best interests
Lesson #3: Be bold and stand out faster.
Nike broke a few rules to be seen, heard and noticed faster. For example, their shoe colour scheme went against the grain and featured a lot more red (my favourite!) than other shoes and what was ‘technically’ allowed. Sure red is not everyone’s colour, but they’re not really selling ‘red’. They’re selling power, energy, individuality and status.Think about how this works for your brand by asking yourself these questions:
- Is your brand easy to confuse for your competitors brand? What can you do to make it more identifiable and unique? It could be the language, tone, colour scheme – or brand story. Carve something that is memorable and compelling and own it.
If there was anything I’d say about the suggestions above it’s,
Just Do It.
About
For more information about Mumpower, contact us HERE
Mumpower is Australia’s leading marketing agency shaping brands that speak to mums. Thirteen years young, we keep today’s mums at the centre of the conversation to deliver brands: Mum-to-Mum Advocacy, the catalyst to growth. Baby, children and family brands that need to reach Australian Mums and their families choose Mumpower for: Consumer Research Insights, PR and Influencer Marketing, Sampling and Product Reviews and bespoke Events. Mumpower: A brand force with influence.