Make a good advertising marketing difficult?
No, that is very simple.
Perhaps the title was a famous advertising awards is difficult, however, do a good advertising marketing is very simple indeed.
As long as you grasp a basic principle, always starting from the consumer to consider their internal feelings, through consumer insight, to find the key to communication, then, to maintain continuous and effective communication.
However, the more simple truth may be more difficult to implement. In particular, this piece of the advertising market in China.
Rarely done enough homework before advertising marketing projects on the battlefield. Few customers will have a big budget into audience research and interviews, the few advertising companies can charge customers for many years deep into an industry, familiar with the true mentality of the consumer industry. Therefore, China’s advertising environment, to make a good ad, I was a little difficult.
Today, the case attracted me was a series of fast food on the BISTO its products.
I love cooking, so recognize the brand, many restaurants use it in the sauce and tomato sauce. Very unique taste.
BISTO of spices leader in the field, then began to enter the fast food area. BISTO launched a new range of products, similar to the Chinese market, sales of instant rice. Consumers simply open the package, follow the instructions to each sample, respectively, are the order of ingredients into pot heat and serve immediately. Convenient and taste very much.
How to make the promotion of this product do?
Perhaps most manufacturers will promote similar products or from the delicious food to start cooking convenience. Let us imagine a flood of television ads to facilitate it.
“Dosage does not increase,” “there is material, there are eggs,” “more healthy non-fried,” “spicy too satisfied,” “is the flavor,” and so on and so on.
Most ads are product-demand, highlighting products, a feature point, thus leading to product-level competition.
BISTO the publicity of a long time ago, it had already given up the practice of these conventional publicity.
Unfortunately, this case concerns too few people in China, people seldom brought, otherwise the field is long overdue in China’s fast food learn about.
BISTO than other fast food products to be more further from the convenience of quick and adequate nutritional characteristics of the products, to find the true interests of the consumers point.
BISTO found that rapid development of modern society, so that the proportion of women involved more and more. The last in the family as mothers, housewives in the home, and now the hard work outside the home, a home away from home, this is difficult to have regard to the two become a common phenomenon in British society. At the same time, due to the involvement of women outside the home, preparing for the formal dinner has become increasingly difficult for many middle-class choice eat out, or make do dinner in weeks 1-4.
However, in traditional family values in the UK, represents the reunion of family happiness and harmony, and family fun is one of marriage and the love of the harvest. BISTO believe that the new series of products to ease the women in the family brought the inauguration of difficulties. To the traditional British family back to their dream of a warm dinner.
BISTO commissioned Lundunmaiken launched a advertising campaign. Consumer representatives in front of the TV to issue its own call to British families were reunited at least once a week together, dinner together. Consumers worry about preparing dinner, so the complicated procedures required, they only need to buy BISTO series of fast-food products produced, these products simply by heating cooking Serve delicious food. BISTO launched this special family package, a set of the product to satisfy an ordinary family dinner for all the needs. The BISTO call this wonderful dinner for the AAH
NIGHT.
This is a family based on the UK market for traditional family values campaign, insight into the unmet needs of consumers, ingenious combination of product features. Than silly shouting “We inexpensive volume is adequate, convenient and fast” is one step higher.
In fact, the advertising people to create good advertising, you must first go to understand the needs of target marketing groups, and then give them a reason to buy the product. Comparison of our convenience food advertising, advertising people will cry that the consumer has to know the product characteristics, product characteristics or obvious, it is inevitable that advertising to consumers who see their Dangsha Zi. ——- Is one more eggs, more than 5, 8 hair gross price, I buy you on it? Your name is spicy and goes, do not you advertise, I Look at the supermarket packing light, I knew you had vengeance.
So please, all you self-righteous people dragon, boundless creative advertising people, who refined the mass of consumers in the eyes of people who qualified you can point to tell me something I do not know, but they can not refuse reasons? Of course BISTO products, and instant noodles are very different, it tastes richer, more sumptuous ingredients. Did not target the same crowd. But if so, you refuse to learn from reference and learning, it difficult to become professionals.
We need to learn not BISTO marketing content, but to learn the process of creating marketing campaigns. We are more in-depth analysis of those instant noodles consumer groups, their potential needs or unmet needs are. Then, more than consumers want to step in and guide them to buy the products.
China’s advantage lies in its vast, and this is hard for the general good has become the main reason for advertising sales. Because advertisers do not strenuous hard thinking of how to better please the fierce competition, consumers, advertising only through constant advertising to attract new buyers to OK, as long as new buyers extra loss of contact with old customers , the product sales will rise. So we quickly eliminate this type are often, but not experience the type of advertising. However, with the amount of fierce market competition, experience-based advertising will help strengthen the brand, brand building barriers, the establishment of sustainable competitiveness, is a part should never be ignored.
In this link you can enjoy to the advertising, creative advertising itself is not good, but I believe he is effective. http://www.tellyads.com/show_movie.php?filename=TA0586
Or, you can learn about this product this site
http://www.aahnight.co.uk/
With a range of products to promote, BISTO AHH NIGHT development in the follow-up call to consumers no longer satisfied with the reunion at least once a week. BISTO AHH
NIGHT Department of products consumers want to be part of the daily diet. Therefore, new flavors constantly playing cards, but also to guide the consumer to try to live a new life, every day for different tastes to enjoy a splendid dinner. Stacking them in your store should reflect this marketing purposes.
