How To Use Advertising To Communicate With Customers

The so-called communication is the exchange and exchange of information. The communication between advertising and customers is that the enterprise integrates the information of the product or the information of the enterprise into the advertisement, passes the information to the customer through the form of widely advertised, so that the customer can understand and understand the enterprise itself, the enterprise product, the enterprise brand and so on, and ultimately choose the process of the product or service of the enterprise.

Advertising is actually the image ambassador of communication between enterprises and customers. The quality of advertisements directly affects the effect of communication between enterprises and customers.

Moderator: before the beginning of this period, please tell Mr. Fan Yunfeng a story for us as an opening.

Fan Yunfeng: it is very interesting to have such a story. In ancient times, there were three hotels in a street lane. In order to attract more customers to come to the restaurant, a restaurant pulled out the banner advertisement and said it was "the best restaurant in the country". Second hotels were also seen to be the best restaurants in the region.

The third hotels saw two commercials fighting for consumers, and decided to join in the fun.

It thinks that the quality of the two dishes is good and confident, but the advertisement is too exaggerated, which makes many customers do not believe it.

As a result, it launched its own advertisement, "the best restaurant in the street", which was positioned in the hearts of consumers with an honest and credible impression, thus winning the favor of consumers.

Moderator: your opening story is very good. It is like an appetizing meal before a great feast. It has aroused our interest in continuing our talks.

Fan Yunfeng: Thank you.

The so-called communication is the exchange and exchange of information. The communication between advertising and customers is that the enterprise integrates the information of the product or the information of the enterprise into the advertisement, passes the information to the customer through the form of widely advertised, so that the customer can understand and understand the enterprise itself, the enterprise product, the enterprise brand and so on, and ultimately choose the process of the product or service of the enterprise.

Advertising is actually the image ambassador of communication between enterprises and customers. The quality of advertisements directly affects the effect of communication between enterprises and customers.

In order to enable customers to understand brands and create trust for brands, and to maintain this trust and keep them in the hearts of customers for a long time, it is not enough to establish such trust solely by products themselves.

Because many products are essentially the same, building a harmonious, resonant, dialogic and communication relationship with consumers can help you stand out.

Advertising is used to publicize products. In the advertisement, where will the products appear and what images will appear? Advertising must highlight what aspects and characteristics of the products are advertised. This is a big problem related to what impression the products will give to the people. If this is not grasped correctly, it will be difficult for the good products to truly recognize and accept the target audience.

As the product itself contains many complex elements, it is a complex thing to accurately grasp the positioning relationship and image characteristics of the product, which requires careful planning.

This requires our enterprises to select suitable advertisements and choose the right way to express their thoughts and connotations when choosing and developing advertisements.

Moderator: now let me talk about how to use advertising to communicate with customers.

Fan Yunfeng: first of all, we should make clear the positioning of advertising when communicating with customers.

The so-called advertising positioning is in the process of advertising information dissemination, the enterprise determines the basic taste of commodities and its position in the competition by highlighting the individual characteristics of commodities that meet the needs of the target customers, and identifies a location in the eyes of the customers, so as to urge the target audience to buy a firm impression of the product.

In the actual advertising activities, whether you have a sense of positioning, willing or unwilling, you must position your advertising activities.

Scientific advertising positioning will undoubtedly bring positive and effective practical significance to the implementation and Realization of marketing advertising strategy.

Speaking of practical significance, we should include such aspects as:

First, we should persuade the target audience more effectively.

The key to the emergence of a consumer's product is whether the advertisement is accurate or not.

Otherwise, even the goods that consumers need, because of the inaccurate positioning of advertisements, they will lose the role of promotion, and many real target customers will miss the opportunity to buy products.

Because the purchase of goods by consumers is not only a choice of product's function and price, but also a comprehensive choice of enterprise spirit, enterprise management style and enterprise service level.

The two is to facilitate commodity identification.

In the modern marketing market, there are many enterprises producing and selling certain kinds of products, resulting in a variety of brands of a certain type of product. What is prominent in the advertisement positioning of an enterprise is its own brand difference, so that consumers can identify cards and buy them.

Consumers need information about such products before they buy their products. They need more information from different brands, and the information provided to consumers by advertising positioning, many of them are information about the unique characteristics and functions of the brand, which is conducive to the identification of goods.

The three is to further consolidate product and corporate image.

In the process of product design, development and production, enterprise organizations in modern society, according to the needs of objective reality, enterprises must make product positioning for the target market targeted by their products, so as to determine the direction of production and operation of enterprises. The positioning of enterprise image is also the combination of enterprise consciousness, corporate behavior and the appearance characteristics of enterprises based on their own reality, which can objectively promote the sales of enterprise products.

No matter it is product positioning or enterprise image positioning, it is necessary to consolidate and promote the correct advertising positioning.

Host: what is the positioning of the target market?

Fan Yunfeng: because different products have their specific consumer groups, so when advertising is formulated, it is necessary to analyze which part of the product's target market and have a clear location for its target market, so that the enterprise can have a positioning for the advertisement itself. When the advertisement is established, the enterprise can target the target market and face the target market.

In general, the following methods are adopted:

First, the positioning of advertising market with no difference.

The indifference market refers to the similarity or commonalities of consumers in the target market.

The indiscriminacy market advertising strategy refers to the selection of media and advertising slogans and concepts, no matter when and where.

This advertising strategy is suitable for the initial stage of new product launch, and can save advertising expenses.

At the beginning of the listing of "brain platinum", the advertising strategy for different target markets was adopted.

In market promotion, "brain platinum" pays attention to the commonality among target markets in the strategic choice of advertising target market, neglects their individuality, and regards their respective target markets as a whole market as their target market.

In the promotion of advertising, CCTV mainly used the large media, using different versions of the TV advertisement picture with a uniform style, strongly publicizing the concept of "giving gifts to brain platinum" and "receiving gifts on the brain".

For example, "master and apprenticeship", using Dashan and Jiang Kun apprenticeship to express the gratitude of the apprentice to the master, only by giving gifts to the brain can we get a good expression.

The master's apprentice to his apprentice can be satisfied only if he receives only the brain platinum.

Several versions, such as children's articles and friends' articles, all adopt the same propaganda style. They strongly publicize the use of an advertisement slogan "giving gifts to send brain platinum", "accept gifts only to receive brain platinum", and jointly carry out concept propaganda for different target markets of "brain platinum" and different target audiences in big cities.

In the face of several different target markets, the same product adopts the same way of advertising, which is the embodiment of the market strategy.

The two is the target market positioning of differential advertising.

Differentiated markets and enterprises divide the overall marketing of products into several market segments, and select two or more sub markets as the target market, each sub market has its own characteristics.

The targeting of differentiated advertising aims at different characteristics of market segments, adopts different forms of advertising, spreads advertising information with different media, and implements advertising appeals for all kinds of consumers.

The target market positioning of differential advertising has great advantages.

First of all, this advertising strategy greatly reduces the risk of advertising sparse.

Because different media are used and different forms are used to publicize products, different types of consumers are able to receive advertising information, so that the advertising effect is obvious and avoid the invalid use of advertising expenses.

Secondly, this advertising strategy greatly improves the competitiveness of the industry, striving for the majority of the advertising audience in the market, and improving the market visibility of the products.

Carlsberg beer can be regarded as a world-class star in the beer industry. Its target market extends to most of the countries in the world and has a lifelong love affair with the vast number of consumers in various regions of the world.

In order to cooperate with the marketing campaigns launched in different countries, we use clean and clean style, and use wine bottles as the main body of the picture, but they are put into different styles and have originality.

In the Russian advertisement, Carlsberg bottle bottleneck disappeared, because it came out of the sky; in the advertisement of Italy, the Carlsberg bottle was completely collapsed; in Liechtenstein's advertisement, the Carlsberg bottle was surprisingly small.

Advertising takes the cultural characteristics of different countries as the communication basis, and the target market that likes geographical variable segmentation has its own unique humanistic characteristics.

Russia is famous for its production of adult toys. The world's Nepal border has the highest peak in the world. Mount Qomolangma, Italy, the famous Leaning Tower of Pisa, Australians have a habit of drinking beer, and Liechtenstein is a world-famous pocket country.

The same product is oriented to several market segments, and Carlsberg has adopted different advertising campaigns aiming at different characteristics of each sub market to win more consumers, which is the concrete manifestation of the different market advertising strategies.

The three is intensive advertising targeting market positioning.

In advertising, we should use various forms of advertising, select a variety of media, focus on the target market of continuous demand, break through a bit, and strive to achieve a good market share in a market.

At the beginning of its listing, Qi Qiang washing powder focuses on the rural market, and adopts intensive advertising strategy.

According to the local customs and customs, Chi Qiang formulated the advertising strategy according to local conditions.

For example, in southern rural areas, advertising is promoted through the way of Jin drum, and demonstrations on the spot to highlight the effect of product washing are immediately welcomed by Southern farmers.

In the northern countryside, all the big shops and small shops in the town, as well as places where advertisements and hanging banners can be posted, are suddenly covered by advertisements, which are strongly attracted by the curiosity of local farmers.

In addition to the way of organizing the model team to go to the countryside, the reputation of Chi Qiang powder has spread to farmers' mouth, and more and more people are buying strong detergent.

It is through intensive market advertising strategy, the use of various forms of advertising to carry out continuous publicity demands, so that Qi Qiang successfully opened the rural market, and lay a good foundation for its army to the city.

Moderator: please talk about how to make use of advertising communication appeal.

Fan Yunfeng: advertising is like peacock opening up. We should show the most beautiful aspect of merchandise to consumers.

But weak water three thousand, can only take a drink, such as television advertising, in just 30 seconds can pass the product information is limited.

Advertising appeal is the way that enterprises use when communicating with customers.

Therefore, how to appeal to advertising content directly affects consumers must be considered by planners.

So what advertisement is a good advertisement?

One of my friends who worked in an advertising agency told me something he had touched.

When I was working in an advertising agency, my creative designers and designers often complained to me: our customers are too low in price, and they take a lot of blame for some good ideas and designs. They don't know anything about art at all.

In the face of this self righteous young man, I told them: I have no doubt about your creativity and design level. If you take your work to participate in the competition, I believe you will all be able to get the prize back. Experts and teachers will like your work, and you are the one who taught them.

But your works are different from the market. Customers sell products.