Promotion Advertising: Appropriate "Provocation" &Nbsp; Evoke Consumer Desire.

{page_break} occasionally provocation Maybe more. call to mind some customer Of Consumption desire 。

　　 One meaning, two statements.

A liquor brand has sold 3 promotions in almost 3 stores with daily sales. POP: a direct reduction of 30%; the original price is given a 50% discount; the purchase price is 2 to 1. 2 months later, it found that the sales volume of "buy 2 to send 1" was 35% higher than that of the other two stores. This shows that most customers prefer to covet a little cheaper feeling, but there are many misgivings about price concessions and Discounts: quality problems, high prices and so on. Compared to "buy 2 to send 1", it seems more affordable and overvalued.

In 2008, the cost of newsprint manufacturing rose sharply, and many newspapers were forced to raise prices in 2009. Some newspapers are very worried that they will affect subscriptions, and the sudden financial turmoil is even worse. At the end of the year, a city evening post made a subscription promotion advertisement:

Dear readers,

Starting from December 1st (2008), we began to subscribe to XX evening news. Unfortunately, the subscribers in 2009 will have to increase the burden, and the annual subscription fee will be 182.5 yuan. Under the new situation of increasing prices of paper, our newspapers need to survive. We have no other choice.

And you have a way, you can refuse to subscribe to the "evening Evening News" to charge 182.5 yuan in the urgent need. A year's subscription can be used for:

Buy 10 percent off new bicycles on the market.

Or buy about 20 pounds of pork in the market.

Or buy a woolen sweater in the market.

Or buy a good brand of wine in the market.

Or buy a pair of leather shoes in the market.

Such "or" can also be written a lot.

But any kind of "or" can be enjoyed only once, and you will enjoy the whole year if you choose "evening news".

That's the way it is, dear reader.

After the advertisement is published, subscribers will not go down. In most newspapers and periodicals, because of the sharp rise in prices and the loss of large numbers of readers, this is a miracle.

Alike Sales promotion Only because of different statements, the effect is so great. Therefore, the emphasis of promotion advertising is not on what to say, but on how to say it. The core is to seize the most emotional and most concerned desires and interests of consumers.

　　 Simple and straight to the heart.

Generally speaking, the procedure for customers to receive information is: attention - interest - Desire - action - satisfaction. Attention, interest, and desire are activities in the minds of customers, and the current customers are increasingly trying to pursue their own personality, preferences, interests and aesthetic values in the tide of commodities. Therefore, it is very important to transform the boring and tedious promotional information into the interests and desires of customers.

　 Focus on novelty

There was a huge advertisement in the mansion of a mansion: a beautiful woman's silhouette underneath it reads "wake up for your bags" and telephone number. Once the advertisement is out, it immediately leads to various controversies and attracts much media attention. Although the advertisement was quickly stopped, the building was robbed. Of course, there is also moral hazard in this advertisement.

There was a restaurant in Japan, and employees started to strike soon. The boss later came up with an idea: on the one hand, he agreed to raise the salary requirement of his staff and advised him to resume work; on the one hand, he hung a banner such as "welcoming staff strike", "welcome attacking restaurant", "welcome to attack boss" on the one hand. This ridiculous approach has attracted wide attention from the media and the public. It has been well known and business is booming.

　　 Transposition thinking, heart to heart

Consciously create an atmosphere of sympathy for the target customers, so that the target customers feel their sympathy, and then they want to work hard to get rid of the sympathy thought, and finally push the purchase.

Such as the advertisement of "Yifu snow" whitening cream: first, should "skin black be laughed at?" and "should skin black be treated unfairly?" and "she is dressed very well, but her skin is a little black!" and then put forward the solution of "black skin": "perfect confession declaration" and "Yifu snow black". The success of creativity lies in catching the inferiority complex of customers, giving them sympathy and then pulling customers out of the trough.

　　 Be mystifying and pretend to be true

There is a rice noodle shop selling special red oil rice noodles in Nanning. By the end of the second week, a striking apology billboard was suddenly erected at the door: "Dear customer, I am so sorry, today's rice noodles are sold out, please come early tomorrow!" the billboard has been hanging for 6 days. 6 days later, the customers grew more and more. After two weeks, customers almost filled the door everyday. Later, we all know that this is the empty play of the boss.

"Fun" creativity

A commercial street sells more than a dozen stalls to sell horseshoe cake, but the most remote stalls are particularly good. A large billboard was set up before the booth. A big "fun" word was followed by a bold black word: "do it yourself, the game is free!"

The stall owners sell very special, not the owners themselves cut the horseshoe cake, but let the customers themselves cut, how much bigger, and then cut it out again, if the customer wants to buy and the weight error of their own cut within one or two, the horseshoe cake is free. Such creativity attracts customers, and business is full of fun. {page_break}

　 Frightening intimidation

In short, it is implicit or direct to tell customers, "if you do not take immediate action, the consequences will be very serious."

Head and Shoulders has good anti dandruff effect, but initially customers did not pay much attention to dandruff. How to stimulate consumption? To make customers dislike dandruff is like eating lice and fleas!

Later, the sales promotion slogan seemed ordinary, but extremely destructive: "you won't have the second chance to make a first impression." Hidden behind it is "killing a machine": if we do not destroy dandruff, we will fall asleep in the areas of job search, blind date, visiting important customers, etc.

Some OTC promotional advertisements should also pay more attention to the idea of "frightening and intimidation", such as "gastritis canceration, you are not afraid of it", "bad stomach, too terrible!" and so on.

　　 Provoke customers

That is, some provocative or provocative language triggering the curiosity or anger of target customers, stimulating purchases. This is an advertising strategy to rebound the pipa, such as "this is a product of aristocratic consumption, civilians do not try", to belittle customers, in order to stimulate buying behavior.

What we should pay attention to is whether we should grasp the premise whether we are intimidation or provocation, we must respect the target customers. Otherwise, once customers get bored or even hate, they can only backfire.

　　 Both graphics and articles increase customer experience.

Hualian Supermarket sends promotional advertisements to every household, including detailed catalogues, including photos and prices of specific products. This is actually a kind of "experience" mentality that the customer can grasp at present. That is, the customer can not perceive the quality of the product from the specific products, and can not find the benefits brought by the promotional activities. Many housewives, because of their illustrations and promotional advertisements, will also take the advertising leaflet to find the corresponding products in Hualian Supermarket and save the customers' purchase time.

　　 Key details

Color. A study on the color effect of newspaper advertisements found that 30% of the new sales of discount items were caused by the addition of some colors to retailers in black and white newspaper advertisements. Some colors, such as red and yellow, are more noticeable than other colors.

Location. Generally, objects in the middle of vision are more attractive than objects on the edge. Advertisements printed on the right side of the paper are more noticeable than those on the left side of the paper. The information in the upper left corner is more noticeable than that in the lower right corner.

Form. Promotional advertising can also do some small ideas in the form, such as changing the style, making advertisements into small and exquisite advertising cards, and printing a part of the card's next year's calendar. Thus, the chance of being retained may be greater.

At the same time, promotions should be injected with some humanized elements. For example, when introducing pillows, you can add small knowledge of "how you want to sleep", so that customers can acquire more relevant knowledge, thus buying desire.

In addition, we should also pay attention to the psychological feelings that advertisements may bring to customers. For example, the promotional advertisements of unified Orangeate are all related to beauty. This fully combines the characteristics of brand positioning and target customers, thereby enhancing the visibility and reputation of products in the main customer groups, eliminating the obstacles of terminal consumption and recognition.