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About how to create investment advertisements and how to complete advertising investment
Investment promotion is becoming a necessary means for enterprises to quickly build marketing networks and complete the withdrawal of commercial funds, and is increasingly valued by enterprises. From R&D and production to market promotion of new products, investment promotion is a key step. If planning and execution are not effective, the enterprise will often suffer a break in the capital chain, which is of great significance.
If you look at major domestic media such as China Business News, Sales and Market, you will find that there are more and more investment advertisements in various forms, and companies have also invested a lot of manpower and investment in this. Material and financial resources often fail to achieve good results. This is manifested in two aspects: First, the investment advertisements are not attractive, resulting in poor investment results and mediocre response from dealers; the other phenomenon is that dealers pay attention, but do not solve the immediate problem, often with too many inquiries. , there are few signees. It even resulted in signing contracts to purchase goods first, and then a large number of returns, resulting in stagnation in investment operations. All this has caused great harm to the company's investment promotion work.
Faced with these two current situations, we have to think about these two questions: Why are corporate investment advertisements not doing well? How can we make good investment advertisements to achieve advertising investment?
After a lot of market practice and research, combined with the American Vedel Meimei slimming tablets investment promotion operation in 2003, here is a brief analysis of the application of news marketing in investment advertising.
The emergence of news marketing is an inevitable requirement in the era of information overflow and advertising homogeneity. As market competition becomes increasingly fierce, a large amount of homogeneous information floods people's eyeballs every day, and advertising is increasingly losing its effectiveness. Enterprises invest a lot of publicity expenses but cannot get corresponding results. How to innovate in the form of communication has become a major problem facing enterprises. Many companies often fail to grasp the key points when applying it, thinking that spending some money to hold an event and then asking reporters to publish news in newspapers is considered news marketing. If this continues, it will not only be ineffective but also completely miss the essence of news marketing.
Based on the summary of a large number of successful practices, the China Investment Recruitment Team pioneered the theory of "news marketing" and believed that "news marketing" is to vividly process the information to be conveyed through the effective use of news concepts and methods, so that the information can be More "readable" and "credible". To put it simply, it is “news marketing” and “marketing news”.
So what can be considered a successful news marketing? Since each manufacturer has different entry points, the standards for success are also different. Based on the author’s experience in operating the Meimei weight loss film investment project, I can summarize it as follows:
Point 1: The title must be lethal
The headline of the news advertisement is the entire advertisement The most important finishing touch in copywriting. The reader's attention to the advertisement depends on the "charge" of the title. According to statistics, on average, three out of four people who see an ad read the title, but only one reads the text. In fact, when you decide on the image and title, you have already spent 80% of the client's budget. Among the key indicators for measuring titles, we generally consider the following aspects:
1. Does the title promise a benefit? In a media environment full of information, if readers cannot get their own excitement from the title, it is almost impossible to retain their attention;
2. Does the title contain news-worthy information? news? News, especially sensational news events, can often instantly arouse readers' numb reading nerves and create a desire to read on;
3. Does the title talk about prices or numbers? The survey shows that 98.63% of readers are interested in digital titles, especially those involving price issues or comparative issues;
4. Does the title mention the problems that the product can solve, or does the product What needs can be met? The efficacy, benefits and sense of value contained in the title determine the degree of attention the title receives;
5. Does the title present surprising facts related to the target audience? If the title describes the reader's personal life experience, it can arouse consumer sentiments. In short, a wonderful title should be able to "wave the flag with the target audience."
The lethality of the title is directly related to the attention and feedback rate of the entire advertisement.
Therefore, when we were making investment advertisements for Meimei slimming films, in order to capture the excitement and attention of dealers, we put a lot of thought into the design of the title. In the current fiercely competitive domestic weight loss industry, investment advertisements are flying all over the sky. Almost all the available product advantages, technological breakthroughs, marketing innovations, etc. are used without any new ideas. If you still follow the conventional ideas, you want to learn from the numerous It’s getting harder and harder to jump out of the title. How can you make your headline newsy?
We searched for dozens of clues about Meimei Slimming Tablets, and eliminated them one by one according to the need for sensational effect, and finally locked in "between Meimei Slimming Tablets and the current hot spot in the domestic health care product industry-melatonin" "Connection", we found that the melatonin product launched by the American Vedel, the manufacturer of Meimei slimming tablets, was actually the predecessor of melatonin. Combined with the influence of the myth of melatonin in China, we finally decided to use "The Father of American Melatonin Is Here" serves as the title of Meimei's investment advertisement to light up the entire article. Facts have proved that the "Father of American Melatonin" had an explosive effect like a nuclear bomb, making the advertising headlines of the Meimei slimming film overshadow the news headlines of the day, amplifying the advertising effect and attracting strong attention from the industry.
Point 2: The content must be persuasive
Businesses seeking investment always want to exaggerate their products into a flower that everyone loves, so sometimes they inevitably try every means to exaggerate Own. It is true that in order for dealers to be interested in the products or projects of the investment promoter and to reach cooperation, high profits are the "first temptation". Therefore, many investment advertisements are "extremely aggressive" in this regard and are extremely exaggerated. Zhi Nengshi depicts the profit margin of the product as extremely huge, but it is empty and cannot withstand scrutiny. A count of the most commonly used words and phrases in such investment advertisements can illustrate the problem: "huge business opportunity", "millionaire", "money-making machine" and so on. When explaining the market space to dealers, they speak freely without thinking. But don’t forget that product investment advertisements are for people in the industry. What you want to attract are also outstanding people and companies in the industry, so that your products or projects can be promoted quickly. Since we are all experts, temptation alone is not enough, we must also pay attention to objective reality. How to improve the persuasiveness of advertising?
1. Unique positioning proposition. Because the investment advertisement is the first contact with the dealer, the first impression often determines the success or failure of the matter, so refining the shining points of the product has become a top priority. Of course, refining the core points of investment advertisements cannot be separated from the understanding of competitors, consumers and dealers. When serving the Meimei Slimming Tablets investment project, the first problem we encountered was how to make the voice of Meimei Slimming Tablets heard by the most people when the domestic weight loss industry is encountering an overall crisis. When we found that the weight loss market was filled with a lot of homogeneous voices - "either one-sided emphasis on speed, or emphasis on price war", we knew that if we continued to follow the original marketing path, we would definitely die. Although "differentiation is the first requirement for product positioning", how to differentiate really cost us a lot of brains.
In terms of product, there is nothing special about Meimei slimming tablets. The product formula and packaging are relatively ordinary, and there is no obvious breakthrough; in terms of price, Meimei does not have an advantage, and it is priced in the mid-to-high range; From the perspective of overseas background, it is obviously less unique. Nowadays, the term "imported products from overseas" is very common. So, what angle should be chosen? We find that the overall domestic weight loss industry is currently experiencing a collective dilemma, and an industry breakthrough is inevitable.
If we can stand at the height of the development direction of the entire industry and point out the upcoming major trends, it will greatly enhance the authoritative status of Meimei slimming films. After analyzing the popular weight loss trend recently, we combined with the current internationally popular trend of healthy weight loss and exercise weight loss, and proposed a weight loss concept for Meimei that "the era of traditional weight loss has ended, and the era of general weight loss is coming", using this concept to integrate all current weight loss trends. Advanced weight loss concepts and methods. Facts have proved that the "pan-slimming era" has made domestic dealers shine again, seeing that "the arrival of Meimei slimming tablets is setting off a major change in the domestic weight loss industry" and has become a big news in the industry.
2. Argument from multiple angles and sides. In order to enhance the persuasiveness of investment advertisements, it is required to elaborate on the core points from multiple angles and aspects. In the Meimei investment copywriting, we pay attention to the multi-angle appeal of the core points.
In order to explain clearly the major changes currently faced by the weight loss industry, we analyzed the authoritative survey data, interviews with industry authorities, competitor interviews, retail terminal descriptions, etc., and made the theme "The domestic weight loss industry encountered major changes in 2003, and foreign brands caught up" , "American Vedel Meimei Weight Loss Tablets are highly praised by the Health Food Association", "The domestic weight loss product market is strongly concerned about the launch of Meimei Weight Loss Tablets" and other articles. The results are very good and have been imitated by competitors. Other aspects (such as marketing strategy, distribution plan, profit analysis, etc.) should be explained at the investment meeting or elaborated in a detailed investment manual.
Therefore, the appeal points of investment advertisements should be few and precise, highlighting their uniqueness. If the product is high-tech or updated, the product advantages should be highlighted, such as marketing plans, advertising support, etc., which can also be used as the main appeal. In short, you cannot follow what others say and drown your advantages in featureless words.