How To Create A Killing Advertisement?

Application of news marketing in investment promotion advertisement

Investment is becoming a fast construction of enterprises.

Network, the necessary means to complete the return of commercial funds, is increasingly being paid attention to by the enterprises.

New products from R & D to listing promotion, investment link is a key step, such as poor implementation of the plan, to bring the enterprise is often broken capital chain, great significance.

Opening up several mainstream media, such as China's business newspaper, sales and market, will find that more and more advertisements are attracting more and more forms of expression. Enterprises have invested a lot of manpower, material resources and financial resources, but often fail to achieve good results.

It is manifested in two aspects: first, the attraction of investment advertising is not attractive, resulting in poor investment effect and unequal dealer response; the other phenomenon is the concern of distributors, but it does not solve the problem of facing the door.

It even resulted in the signing of the initial purchase, followed by a large number of returns, resulting in the stagnation of investment operation.

All these do great harm to the business of inviting businesses.

In the face of these two situations, we have to think about these two questions. Why do business advertisements do not work well?

How can we make investment advertisements?

We have done a lot of market practice and research, combined with the American vedere Meimei slimming film investment in 2003, we have analyzed the application of news marketing in investment advertisements.

I. four requirements for investment advertising

The emergence of news marketing is the inevitable requirement of the era of information flooding and advertising homogenization.

With the increasingly fierce market competition, a lot of homogenized information is filled with people's eyeballs every day, and advertising is becoming more and more useless.

A large number of enterprises spend a lot of publicity expenses but can not get the corresponding results. How to innovate in the form of communication has become a major problem facing the enterprises.

Many enterprises often fail to grasp the essentials when they are using it. They think they should spend some money on an activity, and then find a reporter to put a news in the newspaper, even if the news is marketing.

This is not only a bad result, but also does not grasp the essence of news marketing.

Based on a large number of successful practices, the China investment promotion team has pioneered the theory of "news marketing". It believes that "news marketing" means that the information conveyed should be vividly processed through the effective use of news concepts and methods to make information more readable and credible.

Simply speaking, it is "news marketing" and "marketing news".

So how can we calculate a successful news marketing? Because each manufacturer has different entry points, the criteria for success are different.

From my experience in the operation of Meimei slimming film investment project, we will briefly summarize the following points:

Key points: the title must be lethal.

News headlines are the most important part of the entire advertising copy.

Readers' attention to advertisements depends on the "charged quantity" of the headlines.

According to statistics, on average, three of the four people who read advertisements read headlines, but only one of them read the text.

In fact, when you decide the picture and the headline, you have spent 80% of the customer's budget.

In measuring the key indicators of the title, we generally consider from the following aspects: &nbsp1, does the title promise a point of interest?

In a media environment where information is flooded, it is almost impossible to retain their attention if the reader can not get his excitement from the headlines. 2, does the headline contain news with news value?

News, especially sensational news events, can instantly arouse the numbing reading of the reader and produce the desire to read it. 3, does the title refer to price or number?

The survey shows that 98.63% of the readers are interested in digital headings, especially those involving price or contrast. 4, does the title refer to the problems that the product can solve or the products can meet?

The headlines include the functional interests and the sense of value that determine the degree of concern of the headlines. 5, does the title raise the surprising fact related to the target audience?

If the title describes the reader's personal life experience, it can arouse consumer resonance.

In short, a brilliant title should be able to "flag the target".

The lethality of the headline is directly related to the attention and feedback rate of the whole advertisement.

Therefore, in doing the advertising business of American beauty slimming tablets, in order to catch the excitement and attention of dealers, we take great care in the design of the title.

In today's fiercely competitive domestic weight loss industry, there are no new ideas in terms of product advantages, technological breakthroughs, and marketing innovations that can be used in all the domestic advertising industry. If you still follow the conventional thinking, it will be more and more difficult to jump out of many headlines.

How can we make headlines news?

We found dozens of clues on the American beauty slimming tablets, and eliminated them according to the needs of the sensation. Finally, they were locked in the link between "Meimei slimming tablets and the hot spots of the domestic health care products industry - brain platinum". We found that the earliest melatonin product produced by American Vedder in the world is actually the predecessor of melatonin, and combined with the influence of the myth of bemin in China. Finally, we decided to "the father of the United States brain platinum" as the headline of the US investment promotion.

Facts have proved that "the father of the United States brain platinum" has played a nuclear bomb like effect, so that the headlines of the advertising headlines of Meimei slimming tablets have been overshadowed by the news headlines of the day, and the advertising effect has been magnified, causing strong concern in the industry.

Point two: content should be persuasive.

Merchants always want to praise their products as a loved one, so sometimes they try to exaggerate themselves.

Admittedly, to let dealers have interest in products or projects with merchants, to achieve cooperation, high profits are the "first attraction". Therefore, many investment advertisements in this regard are "desperate", exaggerating the ability to do so, portrayed the profit space of the product extremely large, but empty, unable to deliberate.

Statistics on the most commonly used phrases in such investment advertisements illustrate problems: "huge business opportunities", "millionaires", "money making machines" and so on.

When explaining the market space to dealers, they also unhesitation.

But don't forget that product advertising is for the industry. You want to attract excellent people and excellent companies in the industry so that your products or projects can be promoted quickly.

Since it is all professional, temptation alone is not enough, and we must pay more attention to objective reality.

How can we improve the persuasiveness of advertisements?

1, a distinctive positioning proposition.

Because merchants

It is the first contact with distributors. First impressions often determine the success or failure of a product, so the refinement of the product becomes the top priority.

The refinement of the core of advertising investment is inseparable from the understanding of competitors, consumers and distributors.

The first problem we encountered in the service of Meimei slimming film investment project was how to get the voice of Meimei slimming tablets heard by the largest number of people when the domestic weight loss industry encountered the overall crisis.

When we find that the slimming market is full of homogenized voices - "either one side is fastidious about speed, or pays attention to price war", we know that if we still follow the original marketing way, we must die.

Although "differentiation is the first requirement of product positioning", how to differentiate is really a great expense for us.

From the point of view of products, Meimei slimming tablets have no special features, and their product formulations and packaging are relatively ordinary, without obvious breakthroughs. From the price point of view, the United States and the United States do not have the dominant position and belong to the middle and high-end pricing. From the perspective of overseas background, it is obviously not unique, and now the "imported products from overseas" is very common.

So, what kind of angle should we choose?

We find that the overall weight loss industry in China is facing a collective dilemma and an industrial breakthrough is inevitable.

If we can stand at the height of the development direction of the whole industry and point out the coming trend, we will greatly enhance the authoritative status of Meimei slimming tablets.

After analyzing the popular trend of weight loss, we combine the current international trend of healthy weight loss and exercise reducing weight, and put forward the concept of weight loss, which is "the traditional weight loss era is over, and the weight loss era is coming".

Facts have proved that the "universal weight loss era" has made the resellers of the domestic market get a fresh start. It is seen that the arrival of Meimei slimming tablets is lifting a big change in the domestic weight loss industry, which has become a big news in the industry.

2, multi angle and multi lateral argumentation.

In order to enhance the persuasiveness of investment advertising, we need to make a multi angle and multi lateral exposition of the core point.

In the US and US merchants' copywriting, we have focused on the multi angle appeal to the core.

In order to clarify the great changes that the current weight loss industry is facing, we focus on the authoritative survey data, industry authority interviews, competitor interviews and retail terminal descriptions. The theme is "2003 domestic obesity industry has experienced great changes, foreign brands are coming back to the top", "Vader Meimei slimming tablets are praised by the health food association", "the domestic slimming products market is strongly concerned about the listing of American and American weight loss tablets" and other articles. The results are very good, and have been followed by competitors.

Other aspects, such as marketing strategy,

The plan, profit analysis, etc. should be explained at the investment fair or elaborated in the detailed investment brochures.

Therefore, the advertising appeals should be few and precise, highlighting their differences.

If the product belongs to high technology and upgrading, it should highlight the demand for product advantages, such as marketing plan, advertising support and other aspects are very prominent, but also can do the main demand.

In a word, we should not let others echo the clouds and hide their advantages in words without characteristics.