Say goodbye to the limit language Advertising strategy 4-step upgrade
The following articles are from Yusse The author sees
Yu see brand consulting founder, discovery marketing methodology (SDi) proposer, best-selling book "Insight: Let marketing from the heart" author, Alibaba data scientist contest marketing mentor, byte beat business jumbo, Shanghai Xuanda Overseas Education College special tutor, focusing on providing enterprises with SDi methodology-based marketing services.
The new advertising law restricts the limit language has become a hot topic. Recall that claims of "absolute tendencies" such as "maximum," "first," "leading," and "preferred" have been common in past ads.
No wonder the little partners are concerned, say goodbye to the extreme language, the next step of advertising expression how to adjust? Because the language is for policy services, so talk about expression at the same time, Yu see also want to discuss with you the next expression behind the strategy upgrade issues.
Let's start by focusing on the following:
1, enterprisesWhy did you like to use the claim of absolute tendency in advertising in the past?2. When does this expression begin?3, so advertising guidance ideas are what?
I believe it will be easier to figure out these contexts and establish the next advertising strategy.
First, the absolute claim of the cause
When and where does the absolute propensity for absolute claims in advertising come from? According to Yu, this is largely related to the "positioning" theory, an important branch of marketing.
Previously, "absolute claims" in ads were unthinkable.
For example, let's travel through time and space, using the work of several world-class masters, to see how the earliest advertisers wrote their ads:
"At 60 miles per hour, the biggest noise on this new Rolls-Royce comes from its electronic clock." - David Ogway
Marlboro - The Man's World. - Leo Bena
"Only dissolved in the mouth, insoluble in the handM.M. Chocolate Beans- Rother Reeves
As you can see, the concept of early advertisers is simple and "materialism", during this period, although the advertising style is different, some emphasize the image, some emphasize creativity, some emphasize uniqueness, but without exception are also focused on the "product."
The theory of positioning is different, it is the first "ideal" flow in marketing;
"Positioning"Completely abandoned the focus on "products" and turned entirely to exploring the "mind" of consumers; From.Overall, positioning does not focus on issues such as "product selling points and features" but more on "how to get consumers to accept and select products for their minds".
For example, the positioning classic 22 Rules of Business proposes the "Leading Law", which states that
"Being number one is always better than doing better. It's much easier to be preconceived in the minds of potential customers than to convince them that your product is superior to the first brand in the field. "
For example, positioning believes that the human mind is "insecure":
"When people are erratic, they always rely on others to help them decide; in some cases, someone else has behaved like this, which is an important basis for us to judge whether they are acting correctly."
This constant search for "other people's evidence" of the public psychology, our consumption decision-making has a huge impact.
For example, the "proprietary law" of positioning theory says:
"When your competitor already has a pronoun or positioning in the mind of a potential customer, it's futile to want to have the same one again."
This requires brands to either become the "unique" and "preferred" in the user's mind, or to create a new category and become the only and preferred one again.
Become "first", become "unique", become "preferred", become "leading brand", become the "most mainstream" choice of consumers, with "far ahead" to influence consumer decision-making ... Seeing this, we seem to have found the source of the absolute tendency to claim in advertising.
Why did Gadobo change the gold can? Not blue, green, white? Because gold symbol "first", the champion is the gold medal, sales "first", "most" many people drink, "most authentic" herbal tea, how does the crowd understand you? This is the so-called "positioning", in the consumer mind anchor a favorable position meaning.
Second, from the bottom to grasp the positioning, can not copy
Although the source of thinking in the ad's "absolute claim" tendency is "targeting", one thing must be its correct name:It is unfair to blame positioning for the large number of extreme terms that have appeared in the market.
Because positioning has never advocated, so that itself is not "leading" enterprises to use this expression principle, while positioning also stressed that "category" in the "brand" of the importance of advocating enterprises to really pay attention to differentiation, to really do to be different.
The proliferation of extreme terms, it should be said to a certain extent with the speculative mentality of enterprises, some enterprises blindly follow the "positioning", eager to make various claims to themselves, so that these expressions are increasingly out of touch with reality, which in itself is a misinterpretation and misuse of the theory.
Secondly, we should understand that positioning, after all, began in the traditional advertising era, its emphasis on the consumer's grasp of the mind, because of the single marketing means, is inevitably fully reflected in advertising.Future.How to make advertising more advertising, return to the real source, can no longer give this homework to the positioning of the last era.
Third, after saying goodbye to the extreme language, how to upgrade the advertising strategy?
Understanding the "cause" of the extreme language, let's actually explore how to upgrade your advertising strategy:
1, the advertisement "real" and "attitude"
I've written in the past, Marketing Real Self-Expression, and I think that today's marketing must be based on real expression, so what is the "real" of our advertising?
First of all, of course, we should tell the truth and not mislead or even deceive consumers for short-term gain. In the new media, a bad business is enough to destroy a brand;
Don't tell your consumer a fact that he can't verify, or that it's expensive for him to verify.
"XX electric car sales far ahead", for the average consumer, how can I prove? Where can I find these damn data? This purely subjective expression from the perspective of the enterprise,There's reason to think that it doesn't reflect itself,The sincerity of understanding the authenticity of consumers.
The expression in the ad is best "obvious" to the user.
Attending a technology launch and observing the media area, we found that a clean-colored Apple notebook would make journalists who use other brands look "out of the flow", which is "obvious".
So, isn't this the "evidence of someone else" in positioning? Although Apple has never claimed to be "well ahead of the curve in sales", sometimes they use UGC to directly present a large number of user-created works, does that not reflect Apple's trend-setting, is people's "most mainstream" choice?
So while continuing to understand consumer psychology, our advertising must be presented in a more realistic and ingenious way, rather than stuck to simple, crude slogans.
Also, although you can't claim it, you can "pursue it." Compared to "sales far ahead", "always pursue for the majority of people to make herbal tea" is available. Advertising in the new era should focus on the brand's "attitude" and use a personalized tone to show your efforts, not the results.
2, the "concept" to upgrade to "concept"
In the past, there were mobile phone brands that said "extremely thin", but now there are fewer such expressions. In the "positioning" era, brands can operate "concepts", the largest, smallest, thinnest, thickest, that is, the "characteristics" of the product, which depends on a single advertising environment and immature technical conditions. Today's products can decay quickly, iterations greatly accelerated, competitors imitate, characteristics do not "special" will become a trend.
Can Apple continue to operate the concept of "one-handed manipulation"?
One-handed manipulation is no longer the mainstream choice as demand for smartphones changes. What is really worthy of careful management is a more based "concept" like "innovation", "fever" and "ingenuity".
Business philosophy can keep the brand young, but also can make advertising pay to spread the continuity.From "one-handed manipulation" to "great work", we have been innovating;
How do you define whether you are running a "concept" or a "concept"? Whether you can read "attitude" "faith" and "love" in your ad is the key difference.
Afraid to catch fire and drink Wang Laoji (concept), Open Happy (concept); extreme cost-effective (concept), born for fever (concept); ultimate driving machine (concept), driving pleasure (concept); not all milk is called Trensu (concept), better self, starting with Trensu (concept).
Not that the new era of advertising can not talk about function, speaking of characteristics, but features and functions must be the overall tolerance under the brand concept, for the concept of service.
3. Upgrade "slogan" to "dialogue"
High-speed rail took a shot, and then thought, now a large number of ads are similar, to ..., just ..." as a fixed paradigm of "slogan body",I call them "behavioural dominationism" in advertising.
Consumers over the age of 60, born in the age of lack of information, may be more acceptable and accustomed to this, but to cover such expressions in front of the vast number of consumers after 80, 90, or even 00, but it is tantally to say to them loudly: Go away! Stay away from my service!
The expression of slogan and behavior domination has seriously deviate from the consumption spirit of the new generation. In the spirit of consumption, which values freedom and equality more, the psychological characteristics of the new generation are often:
1, I hope to talk with the brand completely equal, at least from the form to give me this sense of equality;
2, refuse behavior domination and preaching, do not give me orders, but can tell me what you really think;
3, respect my choice, but also to respect my IQ;
4, in the advertisement to leave me room to participate in;
So, the same claim, the same spokesman for brand endorsement, can we upgrade the slogan to more consumer dialogue? Can they stimulate their curiosity about the brand through expression? Whether they can promote more talk and active diffusion should naturally become the KPI of the new advertisement.
And such as Lao Luo's "naturally proud driver", "naturally proud vegetable farmers", these moving stories must be solicited from users? Why does "not look like a power faction" have to have a "poster generator" that lets users play bad?
Through "nuts" we see that when Lao Luo launches a new brand for new people, he proposes a "concept" that resonates, and then interactively turns this into a group experience, and these new communication techniques are becoming a new marketing paradigm under the new consumer spirit.
4, with the "content" of advertising, to enhance the "value delivery" factor
In the past, we always said that the product effect is one, the product effect is one;However, Yu see that the future of advertising will only be closer to the "product", the future of advertising will only be more and more "effective", more and more close to the total "effect".
Because today's consumers no longer have the habit of "directly" making decisions based on advertising.
In the past, people who saw ads might walk into stores and counters, and today's consumers will use the "outside brain" to gain more judgment through "brand digital assets" on the Internet, they will look for real word-of-mouth on social media, they will seek more free experiences, and they may connect with friends and family at the speed of light (via WeChat) for advice.
Ads from the past directly promote the sale of the "receiving", more and more pre-positioned to be involved in the user's "entry."
What do we see in The Berwick Super Bowl ads when brands abandon their attempts to advertise directly? This is also the media's Jiangnan Chun teacher put forward, "advertising content and entertainment", users more and more hate advertising, because they are too promotional. Impressive stories, sound ideas, and high-quality content that bring viewers back to the ad screen.
In the "SDi" methodology, we propose the "value delivery" element, which means that the essence of marketing is to deliver the value you claim to consumers truthfully and achieve a res equal business return. Why don't you get enough business returns? From SDi's point of view, there's only one reason: you don't deliver enough value to users to get them to recognize.
And advertising can help us increase the value delivery factor for the entire marketing.
The reality is that, in addition to the extreme language, there are a large number of enterprises in the market like to use exaggeration, flashy, high-end, but empty words piled up to the user to do meaningless expression. A wave of "perfection", "cool and unstoppable", "extraordinary" is coming, these expressions from the information point of view of the value to consumers?
The motivation to make noise is that communication to the masses can be defined as success as long as it meets a certain "conversion rate", which is a great sadness in corporate marketing. These ads create harassment for the vast majority of ordinary people, not opportunities for brands by delivering value.
Why did NewBalance push this ad for us on the first day of school?
When we put aside some impulse to pry the user's wallet, and instead have a detailed insight into their spiritual world, suddenly found that the advertising techniques have become vivid and rich. At this time, advertising began to really into the consumer's life line, rather than let it avoid.
Where the user is, where our ads are, so it's not based on the traditional marketing of the "channel" under the physical definition,It's a step faster than your competitors, reaching Tass emotionally and emotionally;It can even be said that the new era of advertising will be their own "long legs" way, so that those who would otherwise be difficult to reach users are also "sucked" over, "involved" in.
Therefore, a strong brand itself, is the true ultimate sense of promotion.
This article is from Yu see (ID: yujianyingxiao), media reprint please indicate the source.
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