Six notes on advertising strategy planning (dry goods)
Strategy, keep in mind that strategy is the most important thing, and in a highly homogenized and growing market, a great advertising strategy will set you apart.
First note: Identify a goal
Who knows where to go? Whether it is life or a project planning, at first must be at a loss, but do not know where to start. It doesn't matter, a road through Rome, every road can take you to your destination, planning master is the shortest time to find the shortest way. Now let's try to get into a project:
First of all, we have to set a goal, the goal must not be blurred, otherwise we can not do the following work. A successful strategy first requires a clear goal, such as:
Increase the number of young women who believe that the Cocid formula of the Jelea Fruit Series makes skin transparent and elastic increased from 10% to 30%. A simple and clear goal like this is clear to any child.
Second note: clear claim point
The key nine words of advertising are to whom, what to say, and how to say them. When it's clear who you're talking to, what's important is what you're talking about, focusing on the interests of the consumer rather than the quality of the product. In fact, what a consumer buys is the benefit of the product, not the product itself. It's like cosmetics are sold to consumers for beauty, youth, fantasy, not a specific paste. Remember: No one needs a quarter-inch drill unless a quarter-inch drill is needed. In fact, when we discovered the core products, physical products, peripheral products of different mysteries, we soon found a red bean food Co. , Ltd. to sell "cool" products: Jin Wang field drinks.
Third note: shaping the brand personality
People without personality will not pay attention, in the market if a brand also suffered such fate, then the day the product is not sold too far. As more and more products become necessary, brands become an important factor in distinguishing between one product and another.
For example, two cups, from the role of "things" there is no difference, consumers buy this instead of buy that, is determined by the additional information of the cup. Brand is the soul of this additional information. You have to give it personality and flesh and blood. Then you will win. People buy Nestle coffee instead of miscellaneous coffee, although miscellaneous cards are always cheap, the truth is that cheap is useless.
Fourth note: Be sure to investigate
Investigation is like wearing clothes tied to the first button, the first if the wrong tie, the back is all wrong.
The reason for the loss of mao Zedong's first battle after he returned to power was to investigate the mistake of thinking that the enemy had three battalions and in fact the enemy had three brigades. So Mao Zedong repeatedly said, "There is no voice without proper investigation". Strategic planning is naturally inseparable from investigation, in fact, "what to say, how to say" is usually not thought of with the brain. Instead, he ran out with his feet.
Fifth note: Language must be full of drama
The more beautiful a girl looks, the better it is to say: The girl looks beautiful at first glance, and looks more beautiful at first glance than at first glance. Give me a dollar, to ensure the cure of your hemorrhoids, it is better to say: leave your pick up the money, but also leave your hemorrhoids. Don't think that after the market research found the right strategy you will be able to succeed, if you lack the ability to "how to speak", the same will make a good strategy drowned in the market, born beautiful girls without the right packaging and training, the same will be buried. Good strategy must be expressed in lively and vivid language, so as not to be forgotten by the market. So I'd rather be rough and sharp than delicate and sleek.
Sixth note: Avoid too much content
If you want to eat seven buns or catch seven rabbits in one go, you may end up with nothing. There are so many hunters now that the beautiful women you see are likely to be seen by six other people at the same time. The competition is so fierce that you can't be distracted. Choosing a position that suits you and sticking to it sounds like a gamble, but life is a gamble in a sense. There must be some objection to this, then I will not say, but the marketing war certainly needs some gambling, it is indisputable.
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