How Celebrity + Branding Will Sell $25 Shoes For $350
Check this out ladies and gents… You’re gonna love this one.
So the other night, Jimmy Kimmel did a little experiment on the streets of Hollywood Blvd, asking passer-bys about their interest in Kanye Wests new shoes, the Yeezy Boost 750 Chocolate.
Get this, they retail for $350. Seriously. A pair of shoes he’s undoubtedly having made over-seas in China, Taiwan or Vietnam for cheap is selling in the United States and elsewhere for $350 or more, per pair.
Now, here’s the really funny part…
When Jimmy Kimmel did his experiment, he went to Chinatown and purchased a pair of Yeezys for $25. These were clearly “knock-offs” (fake replicas) of the real shoe but the people questioned had no clue and were genuinely intriqued and interested in the pair of shoes.
Watch the 3 minute clip here…
Here’s a breakdown of what occurred..
:27 second marker: They go to a store in Chinatown and pick up a knock-off pair of Yeezys for $25
(Side note, they added some fake fur and a compass to make them look like they were something “new”)
MARKETING NUGGET ==> ANYTIME YOU CAN LEGITIMATELY AND ETHICALLY GET AWAY WITH USING “NEW” IN YOUR SALES COPY, DO IT. IT’S ONE OF THE BEST COPY WRITING TACTICS OUT THERE.
1:01 minute marker: First passer-by “loves” the new Yeezy shoe (she has NO CLUE it’s a fake!)
1:28 minute marker: With regards to the fake compass, they connected it to Kanyes daughter, North. Smart.
MARKETING NUGGET ==> DID YOU CATCH HOW THE PRESENTER CONNECTED THE COMPASS TO KANYES DAUGHTER, NORTH? WHEN YOU CAN ANCHOR SOMETHING EMOTIONAL ABOUT THE PRODUCT THEN IT ELEVATES THE STORY.
1:39 minute marker: Another passer-by is intrigued about the compass, even makes the comment about how they’ll know if they’re coming or going.
1:47 minute marker: A woman feels as though she’d be able to jump higher just because she has the shoes on? Like, really?
MARKETING NUGGET ==> PAY ATTENTION TO WHAT PEOPLE SAY. EVEN THOUGH THIS IS NOT A TV SHOW SET-UP, THE INTER-ACTION IS REAL. A PROSPECT WILL TELL WHAT THEY LIKE, DON’T LIKE, HOW IT MAKES THEM FEEL, ETC.. YOU CAN USE THIS INFORMATION LATER ON WHEN YOU’RE ASKING FOR THE SALE. IF… YOU WERE PAYING ATTENTION IN THE FIRST PLACE.
1:49 minute marker: The next passer-by is told the fur is actually Kim Kardashians hair. And he believes it. WOW.
1:57 minute marker: The suede supposedly feels like Kim kardashians back-side. And again, it’s believed to be true.
MARKETING NUGGET ==> WHEN A COMMENT IS MADE BY A PERSON IN A PRESUMED AUTHORITY POSITION (I.E., THE HOST) THOSE WORDS ARE GENERALLY ASSUMED AS TRUTH BECAUSE THE SOURCE IS PERCEIVED TO BE IN A POSITION OF LEADERSHIP / AUTHORITY
(Side note… this is why sometimes you’ll hear marketers and gurus speak of marketing practices that can be used for both good and evil. This is why)
2:11 minute marker: A passer-by is told that when she pushes the compass in, the shoes get smaller. Again, leading the prospect (passer-by) to believe something by already assuming its true. Notice he’s NOT asking her if she notices, he’s telling her it does.
2:23 minute marker: STOP! These shoes will make you stop on a dime! LOL
2:48 minute marker: For each shoe sold, Kanye will plant a tree in Israel. She suddenly cares that trees are being planted in Israel.
2:55 minute marker: Retail $400-$500 for shoes that cost $25 from Chinatown.
3:07 minute marker: No, they certainly don’t look like shoes that are 2 for $25.
THE FINAL CONCLUSION
The perception of your prospective customer about your products value really does matter. If he or she has the BELIEF / PERCEPTION that your product is worth $X, like the people in the video above, then they will pay it, no questions asked.
Kanye West is not a stupid man. He’s tapping his celebrity brand and positioning status in the marketplace to sell shoes he’s getting made for cheap over-seas for high dollars in the US. Is that “bad” of him? No, not at all. It’s capitalism. Selling goods and services to an audience of customers willing and eager to give him money.
And WHY are they willing to drop $350 for a pair of shoes when they can go to a local Wal-Mart, Shoe Carnival or Payless and buy shoes for say $75, even $100?
It boils down to STATUS. They want the connection to a brand like Kanyes, because at the end of the day, those shoes, even though not made by him personally, give them a connection to Kayne. Get it or don’t get it, that’s up to you. But moving forward with your own brand, how can you tap into one or more of the following:
C: AUTHORITY POSITIONING
D: HAVE SOMETHING “NEW”
Some of the folks that I’ve read and studied marketing and sales from are as follows:
Frank Kern – His Survey Siphon, Mass Control and Mass Conversion products are AAA +
Ryan Deiss – If you can attend his Traffic and Conversion Summit, then do it.
Ryan Stewman – Follow this dude on Facebook as he’s posting great content every day.
Mark Hoverson – What do I say about Mark? Simple. Buy his shit. Enough said.
Joe Schroeder – The man, the myth, the fucking legend himself. When he speaks, you listen.
If you need some direction on any of the individuals above, let me know. I can help you sort through the clutter and chaos and get right to the content that will serve you the best.