Who Is Wasting Advertising Fees?

At the end of the nineteenth Century, John Wanamaker, the father of the department store in America, sighed, "I know that half of my advertising expenses have been wasted, but the problem is that I don't know which half of it is". John,

Over the past one hundred years, many business managers are still constrained by "Warner Mak's confusion". They can not understand the effect of corporate advertising. They can only make decisions based on experience and brains, which will inevitably lead to greater waste.

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The power of communication is what you say and how you say, product power is what you do and how you do it.

Faced with a lot of exaggerated advertisements, suspicious customers should not only listen to their words before buying decisions, but more importantly, watch them.

It is also reasonable to inquire about other customers' experience and try to gather more information about product and service quality.

For example, state-owned banks, postal services, insurance, electric power and other institutions, because of its large number of service stores, itself constitutes a communication channel, so they do not lack popularity, but reputation.

In such a case, it is of little significance to advertise simply without advertising.

Not just advertising,

Good marketing makes sales redundant, and good products have a certain power of pmission.

A bright design, a long-awaited function, can make the product quickly gain popularity and reputation.

WAL-MART and Starbucks never advertise, because they have a large number of stores, uniform logo and image constantly repeat in front of consumers, which is equivalent to continuous promotion of enterprises.

Pricing can also become a means of communication. If pricing is very high or very low, it breaks through the same kind of people.

If we want to minimize the waste of advertising, we need to achieve accurate dissemination. We need to monitor the advertising effect in time and take measures to optimize the advertising effect.

These businesses are very mature in developed countries in Europe and the United States, and their turnover accounts for 10% of the total advertising turnover. The aim is to reduce the blindness and ineffectiveness of advertisements.

This is like launching a missile. After launching it is like sinking into a cost after advertising. To ensure certain accuracy, there must be a targeting, feedback and correction system. Money in this area can not be saved.

To achieve accurate dissemination, we need to achieve precise audiences, precise timing and precise selling points.

To identify the audience, we must choose the right media. The requirement is "only choose the right ones, not the expensive ones".

For example, some construction machinery for business sales, its market is very narrow and professional, perhaps in industry magazines or trade fairs to promote more effective, if in mass media such as television advertising, think about it, see the audience of advertising, several have the opportunity to participate in such a purchase decision.

Precise time is to keep the best time for customers to purchase decisions. For example, when a commodity is positioned as a gift, it is necessary to choose the annual gift season before the arrival of the gift season, such as the Spring Festival or the Mid Autumn Festival. Before several weeks, the frequency of advertising will be increased, and the massive promotional activities will be launched.

This kind of pulse advertising is very suitable for seasonal products, and its effect is much better than the average annual delivery.

Accurate selling points is the most appropriate reason to provide customers with the reasons that are the most suitable. The main reasons for the poor effect of the advertisement are the inaccuracy, the lack of acuteness and the inability to forget.

Today is the era of advertising flooding. Some advertisements have no impression at all, or they have no desire to buy.

This requires enterprises to make more efforts in advertising creativity, refuse mediocrity, and pursue the effect of blockbuster.

The marketing of enterprises needs to be "right and unconventional". In terms of product quality and customer service, we must be honest and not cynical.

But in marketing innovation, we should not be too rigid and follow the rules.