Three Tips For Brand Communication Of Product Promotion

At that time, it was also ingenious, because we started marketing activities in the drugstore a month ago, and then attracted several pharmaceutical companies to promote with us. One of the promotions on the same stage turned out to be HYJT Chinese medicine three plant.

At that time, I was in charge of a hypotension product in Shandong market, and the promotional activities were free blood pressure, science popularization and gift giving activities. The HYJT Chinese medicine three factory was a small free event of product ARK, during which we chatted briefly, and exchanged business cards with a female business supervisor.

But at that time, I didn't understand what "ARK" was for.

Later, it was often seen on television that the advertisement of "reheat" or "ARK" had been seen for more than three years.

Until the beginning of this year, I saw an article on the cold medicine on the Internet. In this article, the information about the market of Ji'nan's cold medicine was ARK, which made me understand that "ARK" is a medicine for treating a cold and fever.

Later, I specifically asked some friends, colleagues and family members, and asked him to read the "ARK" brand advertising?

Almost everyone said they had seen it, but when I asked what it was for?

No one can answer it, including a self taught Chinese medicine teacher.

This result made me feel puzzled and puzzled that I had had eight years of marketing experience in medical and health care products and first-line practical experience in the market, because I always felt that I had a strong understanding and speculation ability.

Otherwise, imagine a brand advertisement every day, it is three and a half years to see, still can not see, let me lose face!

Ogilvy, the advertising master, once said, "if you want your wife and family to see clearly, you can be creative and good advertising.

I don't know where creativity is.

I do not know how good the brand communication will be and how good it can bring to the enterprise.

But the brand advertisement, which is unclear, can not read and can not understand, is broadcast on television for three or four years. Until the second half of 2007, "ARK" changed the advertisement of "Narration": "the child has a fever, the fever is rapid, and the ARK is used; the adults are feverish, the fever is fast, and the ARK is also used; the old man is feverish, the fever is to be timely, and the ARK is used."

ARK Ibuprofen Granules, fever or ARK! "

The word "fever" in the new version is so much that people will know what "fever" means.

No wonder some people say that more than 80% of the advertising cost is wasted.

How can brand communication be more effective?

Let's explore this problem together.

"ARK" this 10 seconds of brand advertising dubbing is like this, "fever, ARK; timely fever, ARK Ibuprofen Granules; fever or ARK!"

HAJT Chinese medicine three factory "picture: a ski athlete slips down from top to top, speeds faster and faster, breaks through the" fever and fever "snow barrier, and then appears at the same time with the reike packaging box, and raises his arm to show the joy of success and the final marker.

Since it is western medicine, according to western medicine, the selling point should be positioned in "fever" and "fever". However, the selling point should be positioned on the "fever". Is this the selling point of differentiation?

Or is the advertisement creator chosen to "reheat" for the sake of rhyme and pleasant taste?

For cold fever, Chinese medicine is generally "fever" and "fever", saying that "fever" should be minimal.

What's more, nowadays consumers are influenced by cold medicine advertisements and Western medicine. Fever in the minds of consumers has long been deep-rooted. Fever must be reduced to fever, and choice of antipyretic drugs.

"Fever" is the first time.

Do you want to ask consumers "fever" or "fever"?

Consumers will definitely choose to "fever"!

No investigation, no right to speak. Have you investigated the creator?

Chinese medicine says "clearing away heat", and Western Medicine says "fever"!

Isn't this a game between Chinese culture and Western culture?

If the product positioning is based on the combination of Chinese and Western methods, it should be "fever" or "fever" instead of "fever".

"Fever" and "fever" and "clearing away heat", although they are only one word difference, but the brand communication effect may be far from it.

Brand advertising, in fact, you do not understand the hearts of consumers!

Because of this difference, we can effectively avoid the frontal collision and competition with our competitors.

Because of this difference, their products lack comparable choices in the market and weaken the right of consumers to choose.

Because this difference is preconceived and built up brand loyalty among consumers, it can effectively prevent subsequent competitors.

Therefore, in a sense, there is a difference between the creation of the market and the differentiation of the market, so that we can remain invincible in the competition of the same industry.

To make brand planning, we should constantly pursue differentiation.

However, differentiation should be based on plain language, rather than differentiation for differentiation, and not simply create differences.

It is possible that the creative personnel of the advertising company originally wanted to make use of the combination of "Chinese and Western" to extract the selling points of differentiation. As a result, the concept of "retreating" was put forward, and the concept of "not being able to say" or "West no West" was put forward. I hope to learn more from the experience of combining Chinese and Western spirits of "39 cold Spirits - the combination of Chinese and Western medicine".

Special remind the brand planners, "selling point differentiation or easy to understand" good!

This topic has always been controversial in the brand marketing planning field.

In fact, although elegance and vulgarity are actually relative concepts in the same category, they are not the opposite relations in general sense.

Elegance is not equal to elegance, nor is vulgar equal to vulgar.

There is no fixed position between elegance and vulgarity.

The so-called elegant things are not necessarily tall or noble than the vulgar things.

Elegance can not exclude the elements of kitsch, and vulgar works can also express sublime.

Elegance and vulgarity, in our life, in a sense, are more marked aesthetic orientation or appreciation type differences.

In the first half of 2007, for a good time, the "ARK" 15 seconds skiing brand advertisement was seen every day in Ji'nan film and TV station. The picture and dubbing were adjusted to the 10 second brand advertisement of CCTV's 2 sets, dubbing: "body temperature keeps rising and fever is increasing.

Antipyretic, ARK; timely antipyretic, ARK; antipyretic, or ARK!

HYJT Chinese medicine three factory "picture: a skier slips down from the top of the snow crest like a thermometer, and the speed is faster and faster, breaking through the" fever and fever "snow barrier, and then appearing at the same time with the rink packing box, and shaking the arm to show the joy of success. Finally, the standard board" HYJT Chinese herbal medicine three factory ".

However, the "fever" as the demand for positioning, and also added the subtitle "professional antipyretic", especially the TV logo advertising is mainly "professional fever ARK".

Is it the creative people who feel that "fever" is too vulgar, and people know it, but "fever" is not vulgar (common people are not familiar with), but elegant?

The picture is like this: "a small snowman is trapped by the ring flame, the flame is suddenly up and down, the thermometer is suddenly high and low, showing a very uncomfortable appearance, suddenly jumping out of the new Bo Chai Huang granule packing, the little snowman immediately becomes very happy, and flies to the packing box, finally the standard board" Bailey pharmaceutical industry, healthier and more vigorous ".

Dubbing is also very simple, easy to understand and easy to remember. With a cute child's voice, he said: "a cold, a fever, a persistent fever," and an overtone "with a new brand of Chai Huang granules, and a steady fever".

This advertisement aims at the children's parents' demands, and tells the common people in the most popular language, which is easy to understand and easy to pick up the hearts of their parents.

Besides, now that children are like family treasures, plus a sense of safety when they are "safe and steady", do you think their parents can afford to pay their bills?

The author thinks that "vulgar" advertisement should be a familiar language to consumers, saying the familiar brand communication content, because it is easy to arouse consumers' resonance.

Therefore, we should not treat consumers as experts, not consumers.

Moreover, the popularity and popularity of brand advertisements should not be biased to look at the art of advertising.

Whether popular advertising or elegant advertising, as long as it can enable consumers to purchase behavior or provide loyalty to buy, that is good brand communication!

In fact, the distinction between elegant advertisements and popular advertisements is not scientific, because the purpose of brand communication is only one, that is, to promote product sales, so only good and bad, but no elegance and vulgarity.

Moreover, Guo Degang once said in his cross talk: "vulgar is elegant, elegant is vulgar, and vulgar to the end is elegance, because everyone can understand and love to listen."

Therefore, the spread of brands that both tastes and tastes can be sold should be the best and most effective.

Planning creativity requires brand advertising appeals have strong memory points, and easy to understand, so that people can easily understand and remember brand communication information.

Creativity makes communication easier.

Brand advertising creativity should come from the consumer's life and then go back to the consumer's life.

Because all of us are consumers, and our common language is easy to communicate.

"Vulgar" culture should be so, because "vulgar" should be "popular", "secular" and "Customs" meaning, can be dissolved into the consumer psychology, let you mobilize people, call for mercy!

The more popular, the easier it is for people to accept. The more people they know, the more opportunities they will have to deal with.

The key to creative planning is to interpret the essence of it in the most popular way.

The spread of blessing culture of Jin Liu Fu liquor is one of the most successful classic cases of custom culture.

After popular, see the brand, the vulgar is elegant, brand penetration is a culture, is a conjecture of human nature, is a game with consumer psychology.

Discovery of the charm of life, the discovery of the creative place.

Many details of life can show the spark of creativity. Humor in life can stimulate our potential.