Half Of Your Advertising Cost Is Wasted.

A famous advertiser once said a famous saying that my other half of the advertising fee was wasted, but I didn't know where to waste it.

Looking at the marketing activities of the Chinese market, this kind of advertising waste is especially serious. Some of them are afraid of more than half.

Through analysis, the author finds that the waste of advertising costs is not unknown, or there are traces to be found.

First, unclear positioning is the root cause of the waste of advertising expenses.

The direct consequence of unclear positioning is the ambiguity of the target consumer group, which leads to the disorder of advertising appeals, everything wants to say, nothing is clear, the main points are not divided, the key is unclear, or the object of appeal is reversed, or simply a big sweep of the bar, what is expected to be playing.

Advertising is communication, if even the object of their communication can not be found, or find the wrong way, then this communication is undoubtedly playing the piano with no effort, this waste is probably more than half, but the cost of advertising.

It can be imagined that positioning is very important in marketing activities, so before you start the advertising campaign, please first find a suitable location for your product, and this location must be a consumer psychological expectation, and more importantly, your product can occupy this position, just to meet this demand position.

Don't be greedy and greedy. Marketing is just like being a person. A proper position will make you gain more than the desire to expand.

Two, selling point appeal is not clear.

If a product wants to have the life of sale, it must identify a distinctive selling point and tell, guide and stimulate consumers with clear demands.

Of course, the selling point is different from the deliberate novelty and novelty. The most important thing is to give the most distinctive advantages of the product itself to the real needs of consumers, and it is unsuccessful to sell the demand without value and interest.

Many advertisements are not successful. I think there are two obvious mistaken ideas. One is overlooking for novelty and seeking novelty, and the other is to reverse the purpose and means. First, advertising is too artistic, and the essence of marketing is covered by art. So the message conveyed can only be seen in artistic pictures and language, but not in products.

According to the author's experience, selling points can be summarized as follows: first, refining the physical attributes of the product itself; first, finding the intersection between the characteristics of the product itself and the consumption demand; first, giving value and interest to the spirit and culture; first, drawing on or differentially selling the selling points of competing products; first, creating or abandoning them.

The reason why the selling point appeal is not clear is necessarily the disorder of advertising appeal. In the face of your customers, they don't know what to say or incoherent, or consumers can't feel your complaints.

Three, chaotic media mix strategy

Integrated marketing communication strategy is not only a resource integration strategy, but also an effective media integration strategy. "Consolidation" is fundamental. "Integration" is a means. Without effective resources, "the whole" can not achieve the best "media convergence".

But the reality is that the integrated marketing communication strategy has become a form. Many companies equate the simple additivity of several media to the integrated marketing communication. They do not consider the consistency between the media and the target consumer groups. The basic use is the "net spreading media". TV, newspapers, radio stations and outdoors are all rushing up to spread the net. Anyway, you can't run away, but often you can't see it and need not see it every day.

Integrated marketing communication pays attention to an accurate dissemination, an effective dissemination and a centralized communication. Its significance lies in the timely, effective and centralized dialogue between product information and consumer groups through the integration of resources, so as to find the contact point of sales.

The confusion and disorderly media combination is a blind and speculative media dissemination. Even if the purpose of sales has been achieved, the waste of advertising costs is also amazing, which has virtually consumed the income of enterprises.

Four, advertising performance is incomprehensible.

Advertising performance, of course, should be the responsibility of planning companies or planners. As mentioned above, unclear positioning and unclear selling points will determine the performance of advertisements. The reason why I want to mention this is to worry about the creativity of the current planners. Nowadays, creative works are too much to pursue an artistic achievement rather than sales results. Many works you simply can not understand or you have to turn around to understand, not abstract or impressionist, but by artistic perspective, it is absolutely a good work.

Advertising is for sale. This is the iron rule of advertising creativity. If it is for the sake of winning, then it will be an artist. Maybe the two can have both, but first of all, it is for sale, which is the basic principle.

Five, one-sided and short-sighted marketing strategy.

Marketing strategy is by no means a preach of nothingness. Image analogy is a marketing strategy. It is a coordinate that accurately determines the direction of enterprise or product's retreat and retreat, so that enterprises can adjust at any time in the development to maintain the correct direction of attack.

Marketing strategy is a sense of strategy. It is a strategic thinking and decision based on the current and long-term marketing situation.

One sidedness and shortsightedness of marketing strategy are like a line segment. There is only one road, and the destination is determined first. Its advertising performance is reckless advertising. I call it "predatory media communication law".

"Both sides lose" is universally philosophical, but it is absolutely an exception in marketing. No matter what means the enterprise uses, it is the enterprise itself that eventually dies or even dies.

Six, is your advertisement landing?

A very accurate product positioning, a unique selling point appeal, beautiful advertising performance, and finally found that advertising has not landed, this "loss of merit" regret is undoubtedly the biggest failure, and this kind of advertising waste is no doubt amazing.

Advertising landing is like war. It starts with air strikes and shelling. Then, infantry and armored soldiers will rush to seize positions.

Advertising is air attack and shelling. First, it conveys product and brand information and value benefits to the target group, and guides the desire to purchase the target group.

And advertising landing is a key step to achieve sales. Advertising is simply to achieve direct communication between products and target groups on the ground.

The author believes that advertising landing must be done: products should arrive at the terminal in time; terminal construction should achieve docking with advertisements; strengthen close communication with consumers; timely promote sales activities with advertising; plate advertising language into sales language.

Please remember that advertising must be on the floor, advertising must be matched with products, channels, terminals, promotions and other aspects. Deviation in one aspect means that your advertising expenses will be in danger of wasting, and advertising will become a castle in the air.

The marketing in the new marketing era will pay more attention to cost and efficiency, and advertising cost is undoubtedly the biggest cost. How to avoid the waste of advertising expenses and realize the effective use of advertising expenses in order to give greater play to the effect of advertising is a key topic in the marketing of enterprises.