From the article about Pechoin that goes viral, let’s discuss whether the advertisement that goes viral should be related to sales.

A few days ago , Pechoin’s one-shot advertisement attracted much attention. Many people forwarded it to their friends’ circles , happily praising the exquisiteness of the advertisement. However, today (May 11), there was an article titled "I cried! "Pechoin's 30 million+ reading conversion rate is less than 0.00008" also easily exceeded 100,000+.

Some fans asked some questions, I will briefly answer them:

Q: Is this marketing campaign successful?

Answer: From a communication perspective, this is a success. From the release of an advertising idea to its reprint on major accounts and platforms, and its screen-sweeping effect, how many brands can achieve such a communication power? Of course, we have to calculate the input and output (the output calculated at this moment is the amount of dissemination, number of likes, etc.), but if we use the word "marketing" to judge, then there will be problems in looking at the conversion. If we judge an advertisement, we must look at the evaluation indicators "number of ad exposures, number of clicks, click-through rate , number of web page readings, conversion rate" from the perspective of "attention, interest, desire, and action."

According to this assessment, the current sales force is insufficient.

However, the evaluation method of a marketing campaign depends on the "marketing objectives and quantitative goals" set by Party A and Party B. After that, the strategies and contents will be different.

Question: Is the article with over 30 million views and a conversion rate of 0.00008 correct?

Answer: From the perspective of attracting attention, this article is quite successful. The title is indeed very attractive. Behind a huge number there is a conversion number that is so small that people have to click to view it. It is also in sharp contrast to the previous advertisements that were flooding the screen. However, from the article, it makes people wonder how an advertisement that is so well spread has such poor sales?

In fact, this article has led many people to misunderstand that high readership means sales. This is misleading or it is also a different way of evaluating public relations, advertising and interaction. If you let a public relations company do a screen-sweeping event based on sales, I am afraid that there will not be many orders. Don't be too picky or too serious. I must make a public relations event or a creative picture to make the product out of stock. I believe there must be products that can do that, but they all use an integrated approach, and the investment ratio and execution are different.

I am not praising Pechoin for its good marketing. On the contrary, the contrast between sales and dissemination is problematic. No wonder that questioning article exploded.

However, as for Pechoin’s sales, this is caused by deviations in the marketing chain or execution, or it can be said that the users were not found correctly from the beginning. Therefore, no matter how good the advertising creativity is or how great the pictures are, it is just a self-entertainment of a circle or a non-target consumer group, and does not stimulate users’ desire to buy at all. Who says that we will buy the product after watching that advertisement? The advertisement didn't express anything at all, but instead made people think that this advertisement was awesome and made them remember that this was a product of Pechoin, that's all!

In view of this, this matter is worth pondering for many marketers :

1. Do you want to dominate the screen or increase sales, or both?

In fact, this is where the thinking of many bosses is problematic. Usually, both parties A and B or the boss is unclear when giving tasks to their marketing staff. They tell everyone that they have to do a XX holiday marketing campaign, and they have to be creative and do whatever they want, but they have to dominate the screen, or even be ranked first in screen and second in sales. This leads to marketers following this line of thought, and the media means, creativity, and delivery are different.

But when it comes to delivering the work, what the boss is actually thinking is that it would be better if he could sell more goods.

This is the deviation in communication, so planning and execution are decoupled.

2. The way of playing a marketing campaign based on sales volume is different!

We are not discussing whether public relations is better, or advertising is better, or interactive marketing is better. In this era of integrated marketing, each of our contact points is multi-layered and diversified, so if you are operating a marketing campaign that is assessed by sales, you have to think carefully.

If your goal is to increase sales of your Taobao store, then these WeChat promotions cannot directly jump to your Taobao store. After a user sees it, he will be very excited and search again. This is definitely not a good marketing campaign.

Judging from the marketing chain and gameplay of Pechoin this time, it does not seem like a communication aimed at sales, but a warm-up foreplay for the brand communication that "goes against time". What is needed later is precise diversion advertising related to promotions.

In theory, this strategy is well-known to everyone doing Taobao and e-commerce .

Of course, in addition to e-commerce, there are other similar promotional coupons and some APP downloads. Everything that can be converted, the atmosphere created, and the conversion to sales actually have an integrated strategy.

In this era, many people are better at having fun.

3. Are the users who see the advertisements the target consumers?

Judging from the screen-sweeping advertisements, most of the people who discuss them in depth are from the advertising and marketing circle. Of course, I am not saying that these people will not buy Pechoin for themselves or their families. In fact, if we look at some topics and events, I have conducted surveys on some screen-sweeping topics before, such as the topic of "It all depends on the temperament". The basic participants accounted for 20%, and the other 80% did not participate. However, this 20% in the circle created the screen-sweeping effect.

In addition, if we want to target precise users, in addition to user role analysis before marketing, we can also use big data for intelligent push during promotion.

Many times when we are doing marketing, we want everything but have no focus. At each stage of marketing, the goals, strategies, creativity, etc. are different. Marketing requires hard work. Judging from the simple appearance of the number of readings and sales, it is meaningless to just lament how "bad" other people's marketing is. The important thing is to reflect on what you would do if you were in charge? If you want to promote a product, what is your purpose? What is the goal? Let’s talk about creativity, media, and transformation.

Pechoin's advertising creativity is good, and the format is eye-catching to many people. The long picture with a one-shot finish tells a suspenseful story with a sense of time, and introduces the product at the end. However, in addition to good reviews, this advertisement has also been questioned for plagiarism. Judging from the comparison pictures on the Internet, it really cannot be measured by "likeness".

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @魏家东 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map