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The "two two rules" of functional shoe story marketing
The current reputation of the functional footwear market is not very strong, largely due to exaggerated marketing claims that have eroded consumer trust. A key reason why health products have struggled in the past is a lack of credibility. Imagine how far a market can go without integrity. Functional shoes claiming to cure high blood pressure, heart disease, stroke, rheumatoid arthritis, enteritis, prostatitis, and even post-stroke complications are simply too good to be true. It's like saying they have a universal panacea—something that sounds more like a myth than a real solution.
Such short-sighted tactics are dangerous for brands. Once consumers feel deceived, they don’t easily forgive. And with today’s fast-moving media, any misstep becomes public quickly. The truth will always come out, and it’s only a matter of time before people stop believing.
So, what should be done? The core issue is credibility. All health-related products must build trust first. You may fool some people for a while, but you can't fool yourself forever. Especially now, when information spreads so fast, hiding the truth is no longer an option.
One effective approach is story marketing. Functional shoes need to tell authentic brand stories that resonate emotionally with their audience. By using storytelling, brands can enhance their value and build stronger trust with customers.
Let me share a real-life example. In 2009, Dr. Comfort, a renowned expert in diabetic footwear, was contacted by the royal family of Saudi Arabia. They wanted custom-made shoes for the king, tailored for each season. A team of American foot specialists traveled to Saudi Arabia to measure the pressure on the king’s feet in different positions—standing, sitting, and lying down. They recorded detailed data and sent it back to the headquarters. Months later, the king received his exclusive diabetic shoes and socks, made with precision and care.
The king and his family were extremely satisfied. As a token of appreciation, he gave Dr. Comfort a Rolex gold watch and a rare golden plate from the Middle East. Although this deal might have cost Dr. Comfort money, the king valued the quality and believed it was worth every penny. After all, health isn’t something you can buy with money—it’s priceless.
This is a powerful case of successful story marketing. From it, we can draw two important strategies:
First, find the right endorser. The person or entity you choose should have real influence and credibility. A common celebrity doesn’t carry the same weight as a king. The King of Saudi Arabia is not just a ruler; he’s a global figure, known for his role in protecting the holy cities of Mecca and Medina. His endorsement carries significant weight. But the endorser must also align with your target audience. Otherwise, the message loses its impact and word-of-mouth effect diminishes.
Second, create visibility. An endorsement is useless if no one hears about it. You need to make sure the story is told widely enough, at least within your local market. Use unique methods, such as star power or special branding. For example, “the shoes worn by the King of Saudi Arabia†is much more compelling than just another pair of shoes.
However, there are two critical issues to be aware of. Even the best strategies can backfire if not handled carefully.
First, always stay truthful. Don’t fabricate endorsements. If you claim someone like Pan Changjiang endorsed your product, but he never did, people will see through it. Similarly, if you say the king used your shoes but he didn’t, the damage is irreversible. Building a brand requires honesty, not deception.
Second, ensure the example is representative. You can’t use a special case to represent the whole. The king’s experience was exceptional, but not everyone has access to the same level of service. However, Dr. Comfort offers similar services at their Experience Center, which is open to all diabetics. The king’s case was just one example of what the brand can do.
For functional shoes, promises must be made carefully. Overpromising leads to disappointment. When a customer feels misled, trust is lost, and they may never return. That’s a serious risk.
In conclusion, building trust starts with honesty. Then, use storytelling to connect with your audience. Find the right people, tell meaningful stories, and spread the message effectively. Endorsements must be realistic, relevant, and widely accepted. Only then can functional shoes truly succeed in the market.