Under Armour Word Of Mouth Marketing: Let The Brand Go Deep Into The Hearts Of The People

Kevin Plank, well versed in marketing, believes that the key to marketing is to create the value of customer recognition.

In the era of excessive product competition, enterprises need to provide products and services that exceed their expectations if they want to survive and develop.

Stage 1: providing close service for athletes.

The early Under Armour didn't have enough funds to do huge advertising, which drove it to create a unique way to provide close service for athletes by using alternative marketing strategy, personal marketing.

We hope to create voice of public opinion through quality service, and let consumers know that Under Armour is a professional sports brand with the help of athletes.

The influence of professional word-of-mouth can not be ignored. Consumers can see athletes wearing Under Armour sportswear and give them a high evaluation. Therefore, they believe that tights can improve athletic performance and directly promote the purchase of consumers.

Under Armour has been insisting on sponsorship in all kinds of top professional and amateur sports venues to expand the visibility of products.

The two most special events are Under Armour's sponsorship of the NFL (National Football League) draft test and the all American high school rugby All-Star game.

As a startup company that was still a rising star, unlike Under, Armour, which is often sponsoring top players with a brash brand giant, chose to sponsor future stars.

The choice of these future stars is the best advertising effect for the majority of fans.

Under Armour made the right cost-effective choice with the least money.

After growing, Under Armour began to enter the field of sports stars.

Even in August 2014, the highest contract in the history of athlete's signature shoes, $320 million, was trying to grab a corner from Nike and compete for NBA's new MVP Kevin (Durant Durant).

The sky price contract quotation is undoubtedly a kill. Nike either loses Durant's super shake Qian Shu, sees the Under Armour score to take a big slice of the basketball shoes market, or bleeds, matches the Under Armour's contract to retain Durant, which will undoubtedly raise the price of Nike signing with other stars in the future.

Finally, Nike chose the latter.

In this case, although Under Armour did not dig Durant in the end, it did not pay much attention, and it was a marketing strategy.