Shi Yuzhu'S Excellent Advertising

After studying a large number of cases and interviews, he abstracted "Shi Yuzhu's 10 advertising rules" to explore the secret behind "Shi's advertisement".

The first rule: the 721 rule is the effectiveness of Shi's advertisement, which comes from a large number of studies of consumer psychology and the accurate grasp of consumer psychology.

Shi Yuzhu advocated: spend 70% of energy on consumers; invest 20% of energy in terminal execution; spend 10% of energy on managing distributors.

He once said to the player who won in China, "how is the brand built?"

I suggest you go to the consumers yourself.

The only teacher in the brand is the consumer.

Who consumes my products, I will study them thoroughly, and I will suffer all day if I do not study thoroughly one day.

The success of brain platinum is not accidental.

In the pilot city of Jiangyin, he personally went to the village town to go home and visit the old man.

The slogan of "not receiving gifts this year and receiving only the brain platinum" comes from these unintentional "chatting".

The success of the "journey" is not accidental.

He has been playing games for 22 years, 15 hours a day.

His competitors Chen Tianqiao and Ding Lei did not play games, which gave rise to Shi Yuzhu's strength.

He had talked with 2000 players, at least 2 hours each.

The online game advertisements are restricted by laws and regulations. He put a giggling "long hair girl" image advertisement in CCTV.

If you're not a gamer, it's hard to understand what this advertisement means.

But as long as the players are able to experience the game equipment upgrade brought about by this "only meaningful, indescribable" happiness.

The advertising war is a war that can not see smoke, and the battlefield is in the minds of consumers.

Only when advertising planning focuses on the minds of consumers can we create an advertisement that can affect the market.

"Shi's advertisement" is an example of this aspect.

The second rule is: the validity of the test rule is only judged by the real contact with the consumers and competitors.

Through trial marketing, enterprises can bring adjustment of advertising strategy, marketing strategy, and even adjust the product form opportunities and time.

Shi Yuzhu always attached importance to the role of trial marketing.

In Jiangyin and Changzhou, the brain has been tested for a year.

In the meantime, try various promotion, advertising and sales techniques.

It provides sufficient basis for advertising creativity.

The way of "health care gift marketing" and the 10 year old advertising slogans came from these trial marketing activities.

The golden partner is after three rounds of trial marketing, which determines the marketing strategy and advertising strategy.

The gold Halloween wine that has just been listed has been on trial sale in two markets of Shandong Qingdao and Henan Xinxiang since April 2008.

The success of these two markets has improved the marketing advertising strategy and paved the way for starting the national market.

The market is changeable, and no business general can guarantee its strategic effectiveness.

Only through the test of actual combat can we really test the effect of advertising.

Each "Shi Shi advertisement" has been tired of doing the market test for a long time. It can be imagined how powerful the advertising effect can be through this kind of "layers of experience".

Third points: strong landing rule, high altitude advertising, if you want to get started, you must have terminal landing.

Shi Yuzhu is "like a monster," to catch up with the terminal landing and cooperate with online advertising.

In the era of brain platinum, Shi Yuzhu set up offices in more than 200 cities throughout the country, more than 3000 counties set up representative offices, and more than 8000 salesmen throughout the country.

He demanded: when the terminal was released, the sample would be as large as possible, with at least 3 boxes at the same time, and occupy the best position.

All terminal publicity materials can be as far as possible.

Publicity materials include: size poster, stickers, harness packaging boxes, landing POP, banners, car stickers. "Sweeping the globe" must be done with books.

At present, the giant has more than 150 sales branches, more than 1800 county offices and 290 thousand sales outlets throughout the country.

In the promotion of "journey", he made the way of landing of the brain. The promotion team is the largest in the industry. There are more than 2000 people in the whole country. The goal is to spread all over more than 1800 cities, counties and townships.

The team is planning to develop to 20 thousand people.

The marketing team of gold wine: the whole country will have 14000 salesmen and plan dealers to cover more than 200 two or three cities and thousands of counties in the country.

In the era of information explosion, only in the era of information explosion can we integrate the business information of the enterprise into the mind of consumers.

"Shi's advertisement" is precisely because of this meticulous integration method, so that people's "no escape" and impressive impression of his advertisement.

Fourth: Shi Yuzhu's name for products is vulgar, not platinum or gold.

He really loves gold.

Advertisements for these products are even more surprising.

The advertising series of cartoon old people, such as: group dance, supermarket, filial piety, cowboy, grass skirt and tap dance, are not creative.

And the advertising words are highly consistent, "filial piety to our parents", "this year's holidays do not receive gifts, only accept the gift of brain platinum."

Until now, it has tortured 1 billion 300 million people for nearly 10 years.

In 2001, gold partners were listed, and Shi Yuzhu's advertising words were almost as vulgar as that of melatonin: the golden partner sent the elders with good waist and good legs; the golden partner gave the lady a fine, ruddy and luster; the gold partner gave the children a long, high learning.

Even so, these two products still grow steadily in the health care market and sell well for many years.

In the first half of 2007, sales of brain platinum increased by 160% over the same period in 2006.

When it comes to why popular advertising can achieve good results, Shi Yuzhu said, "no matter whether the consumer likes it or not, the first thing you need to do is to impress people.

It is best to remember good advertisements, but when we do not have this ability, we let the audience remember bad advertisements.

Audiences hate this advertisement when they watch TV, but they don't buy it when they buy it. When consumers stand in front of the counter and face so many health care products, their choices are basically subconscious, which are very impressive.

Shi Shi's "Shi Shi advertisement" makes it difficult for audiences in the city to accept it.

However, these popular advertisements conforming to the concept of consumers at the county level are based on consumers' cognition, deeply affecting and affecting consumers, and entering the minds of consumers, resulting in huge market effects.

This is the underlying reason for the vulgar effect of Shi's advertisement.

Besides, advertisements are vulgar, but they are all original. This is also very important, because it gives people a deep impression.

Now we see a lot of advertisements that imitate the form of brain platinum advertising, most of which are not successful.

The advertisement can only be seen after a period of time.

It takes time to register a brand in the minds of consumers.

Shi Yuzhu deeply understands this principle by advertising.

So the commercials of melatonin are nearly 10 years.

Shi Yuzhu, who once said to the player who won in China, said: "the brand takes time to accumulate, and it can not rely on a month or two months of bombardment to achieve great results.

Chinese enterprises often create a brand problem: a strategy for this year, a strategy for next year, and a strategy for the next year, which will cost money and effort, and it will still be good.

Fifth principles: Shi Yuzhu, a pioneer of public relations, once suggested that entrepreneurs should not be foolhardy when they are weak.

The ingenious work here refers to the antecedent rule of his PR: using soft techniques such as soft text and events to skillfully start the communication.

In the golden age of Shi Yuzhu, he paid attention to soft propaganda, paid attention to collecting consumer cases, and publicized the clinical reports of brain gold, typical cases and popular science articles.

In order to cooperate with the publicity, the giant print number has reached 1 million copies, widely disseminated in the way of newspaper clipping and direct investment.

It is worth mentioning that at that time, the three plants and sun gods were still advertising the walls in the countryside.

In the early days when Shi Yuzhu was unable to do advertising, he published a book "sweeping the globe", which subverted people's health knowledge.

But the book does not involve melatonin products, but let consumers understand melatonin.

The "sweeping the globe" has played a key role in promoting the listing of brain platinum.

In order to further inculcate the concept of melatonin by soft means, he has launched a lot of soft language.

In the future, these soft texts became classics of marketing, and Shi Yuzhu made a great contribution to the sale of more than ten billion dollars in just 3 years.

In October 28th 2008, in the Great Hall of the people in Beijing, the event marketing of "the world's first bottle of functional wine" was the curtain of the listing of the gold wine, announces to the world that the world's first bottle of liquor, which has health care function, is the golden wine.

Immediately after that, the media scrambling for free reporting.

Public relations is a tool for brand building and makes it easier for business information to enter the minds of consumers.

PR creates brand and advertisement maintains brand.

Brand building takes place in the minds of consumers, and the power of the third party media is crucial.

Shi Yuzhu cleverly grasped the important role of media public relations in commercial communication.

Sixth: Shi Yuzhu and his products and advertisements are aimed at "800 million people's tower base".

Shi Yuzhu once said: "the Chinese market is Pyramid type, and the bigger the market goes,

We all attach importance to Beijing, Shanghai, Guangzhou and other cities, but the proportion of one type of cities in the national population is more than 3% points, less than 4%.

Provincial capitals and some regional central cities like Wuxi add up to far more than one category of cities. Smaller cities, such as prefecture level cities in various provinces, have more than 380 cities nationwide, which are larger than provincial cities, and counties and county-level cities are more difficult to gauge. "

Like the "brain platinum", "golden partner" and "journey", the promotion of gold wine is mainly aimed at the market of Chinese liquor consumers.

The biggest opportunity for China is in the tower.

This year, the world financial turmoil struck, and multinational groups began to focus on China's three or four tier cities.

At the same time, many local brands are still biting the first tier cities.

Several marketing myths of Shi Yuzhu occurred in the broadest and most potential tower based market, and his commercial empire was so stable and powerful.

Seventh: the credibility of the law, the whole brain is spreading its "American identity" to increase the credibility of the product.

In order to borrow more effectively the credibility of the media of the newspaper itself, Shi Yuzhu requested that the font and font size of the newspaper should be consistent with that of the newspaper. It should not add the word "Xuan Xuan" and add flowers, such as "special report", "global knowledge", "hot perspective", and so on, so that consumers think it is part of the new news report, not advertising.

During the preparatory period of the gold partner's listing, Shi Yuzhu prepared the credibility element for it: the endorsement by the national level society: the China Nutrition Society and the Swiss Roche Vitamins Ltd.

This is the best way to do this: it is to cooperate with the Chinese liquor king Wuliangye, who sells about 25000000000 yuan, which is the biggest credibility element in liquor category.

Gold wine also used the national wine tasting master and liquor tasting tasting "golden wine" comment "five kinds of grain, six kinds of traditional Chinese medicine, ancient brewing, open fragrance, soft mouth, big drink" as a part of advertising language to increase the credibility of the product.

Today's marketing is about credibility. What matters is your brand and product. It's important to consider why the consumer wants to buy your new product.

It has been recognized by authority, experts and recommended. It is your best marketing strategy. This is the core driving factor to break away from the "product chaos" and create a successful brand.

Shi Yuzhu gave a brilliant interpretation of this business insight.

Eighth principles: Shi Yuzhu, the first rule, often said: Harvard University has a marketing education case. The Americans remember the first person who flew across the Atlantic by plane very clearly, but the second is who, the average person can not answer.

But the third people who fly over are very clear. Why?

Because it is the first woman, so remember.

In marketing, you must find out your "first".

As the first brand in the minds of consumers, it will gain tremendous potential energy in marketing.

Consumers believe that first is better than latecomers.

The first brand often ends up developing the pronoun of finished products, and the products in Shi Yuzhu's advertisement have this factor.

It is a product name and category name, creating a new category of health products.

Melatonin is the only form of oral liquid plus capsule.