Information flow promotion is ineffective. Are you using the correct copywriting scenarios?

Today a friend sent me an h5, which is about a new bird's nest brand whose annual sales are expected to exceed 1 billion yuan, and is calling for slogans with prizes. The brand also put forward a relatively clear requirement for this slogan: state in one sentence why consumers should buy rock sugar bird's nest soup. I thought this case was interesting, so I wrote down my thoughts. Friends who are interested are welcome to discuss it together.

Before we write a slogan, we need to know what a slogan is.

Baidu’s annotation is: slogan, advertising slogan. Unlike ordinary copywriting , a slogan needs to convey the company's product philosophy to consumers on behalf of its business and products, emphasizing the most prominent features of the company and its products. Once set, it will be used repeatedly over a long period of time - in this sense, designing a slogan is even an important behavior involving corporate strategy .

From the perspective of marketing practice, each brand faces different marketing tasks, and the design requirements for the brand slogan are also different. Only when we know the marketing tasks corresponding to the slogan can we design a matching slogan. I will explain my thinking in two parts.

What is the slogan used for?

1. Solve confusion

As we said before, one of the functions of a slogan is to emphasize the most prominent features of a company and its products to consumers.

The word "emphasize" here can be further broken down:

• In one case, the company’s brand name already explains what the company or product does, so the slogan can be used to emphasize the brand’s own characteristics or differences, that is, to help consumers understand “how the product is different.”
• Another situation is that the company's brand name cannot bring category associations to consumers. When consumers see the brand name, they cannot associate what you are. At this time, you need to rely on a slogan to explain the brand and product, that is, "What do I do?"

For example, "Afu is essential oil":

For consumers who see the brand "Afu" for the first time, they probably would not think of it as a brand of essential oils based on the brand name alone. However, with the addition of the sentence "Afu·is essential oil", it becomes clear what it does.

There is also the early Heilan Home. When we see these words, it is difficult to associate it with men's clothing. Then its slogan "Men's Wardrobe" solves the problem of consumers' understanding very well:

The same is true for the milk brand Telunsu:

As a high-end brand under Mengniu Dairy, the name Tulunsu comes from Mongolian (meaning gold medal milk). However, consumers who do not understand Mongolian cannot understand the special meaning behind this name. Therefore, its brand slogan "Not all milk is called Tulunsu" takes on the responsibility of explaining and telling consumers that Tulunsu is a different kind of milk.

2. Triggering the engine

Usually when a new brand is launched, or when an old product category needs to expand its market , it is necessary to first trigger the consumption motivation of the corresponding consumer group, and the task of triggering motivation often falls on the slogan.

The typical sentence pattern is: If you want XXX, you must XXX - the purpose is to tell consumers that when you are in XXX consumption scenario, you must use my product. For the purpose of maximizing promotional benefits, the XXX scenarios mentioned in the slogan are usually high-frequency scenarios, because high-frequency arousal can lead to high-frequency consumption and higher sales .

For example, when Jiangzhong Group was promoting the Chuyuan brand compound amino acid nutrient solution, it said, "See a patient and give him Chuyuan for free."

This slogan conveys a very clear message to consumers: when you need to visit a patient and don’t know what to give him/her, you can give Chuyuan.

Another example is Red Bull. More than ten years ago, Red Bull launched the slogan "Drink Red Bull when you are tired and sleepy", which clearly gave the target group a reason to consume it.

There is also Xiangpiaopiao:

The brand's research found that consumers will drink milk tea when they are a little hungry or tired, and Xiangpiaopiao milk tea contains not only milk, tea, but also chewing materials. These ingredients can not only satisfy customers' hunger but also have a refreshing effect. Hence the well-known saying "When you feel a little hungry or sleepy, drink some Xiangpiaopiao."

3. Build trust

When trust is the key to purchase conversion , brand slogan can provide credibility for the brand.

For example, the slogan of Yunnan Baiyao Band-Aid, "Medicine will get you better faster", provides consumers with a certificate of trust: because I have medicine (competitors don't), and you all know the effects of this medicine (Yunnan Baiyao is already well-known), so you will get better faster using me than using competitors.

Another example is the slogan used by AO Smith water heaters: "Creating 52 years of miracles":

It is to establish trust by providing specific information and tell the target consumer group "I am very durable, you can use it with confidence."

How did the slogan come about?

From the above, we understand that different marketing tasks require different tasks to be accomplished by slogans. For the case we are practicing this time, the brand wants to provide consumers with reasonable reasons to buy through slogans. Corresponding to the above, this is actually the second function of the slogan: solving motivation problems.

So as mentioned above, before we design a slogan for this project, we first need to find a high-frequency consumption scenario for the product.

Based on the brand's existing promotion ideas, he proposed the following two scenarios:

• Scenario 1: Giving gifts, including gifts to children, parents, and girlfriends. ;
• Scene 2: Dining together, such as drinking bird’s nest at a gathering with friends and family.

(Note: The above pictures are from the brand's JD flagship store)

So can our slogan be designed based on these scenarios?

Let’s look at them one by one:

• There are many competing brands that focus on gift-giving scenarios , such as giving gifts to parents. When you induce users to think about giving gifts to their parents, they will choose products that are either high-value or have strong gift attributes , such as Melatonin or Golden Wine. In addition, there are many traditional categories with gift attributes , such as tea, tobacco, alcohol, specialty agricultural products, etc.
• When it comes to gifts for children , we will think of Want Want, Mosilian, and even many non-food products, such as learning supplies such as Little Tiancai learning machines, and safety products such as 360 watches, which are also great gifts. After all, bird's nest is still a very feminine product in the minds of users.
• But when we really switch to the female market , we will find that when giving gifts to best friends, it is usually not a "serious" gift-giving state . Maybe I bought a small gadget today, and the second one is half price, so I will think of buying an extra one for my best friend; or when traveling abroad, I will always think of bringing back some local specialties for a close friend. In comparison, bird's nest seems too formal.
• There are even more competing products to drink during dinner parties, such as Wanglaoji , various wines, and "share happiness" Coca-Cola , Orange Juice, Huiyuan, etc. It always feels weird to imagine everyone tasting bird's nest together when they get together happily.

Therefore, we found that bird's nest is a tonic for women no matter how you look at it. It is a product for personal use or suitable for giving to women in relatively formal gift-giving scenarios, but it is not the best choice for users in the above scenarios . Therefore, these lines of copywriting are all using the product's shortcomings to attack the advantageous brands that are not competing with it. It's like an archer who is good at long-range ambushes, but insists on carrying a bow to the center of the battlefield to engage in hand-to-hand combat with the enemy's cavalry. It's really a fool's wit.

There is a saying in the Art of War: "Attack where the enemy is not defending and you will be victorious." When doing business in the market, one should concentrate superior resources and enter a relatively blank market gap. Only in this way can one establish a strong position. If Lao Liao chooses the above two scenarios as the main focus of the slogan, it may not be the best choice. He may need to pay a very high cost to educate consumers and "fight" with consumers' existing cognition, so that they will give up their existing cognition and consumption habits and choose him.

So, what kind of design direction can achieve low cost and high return ?

Let’s go back to the beginning and, starting from consumers’ existing cognition, see what unoccupied positions there are in consumers’ minds .

First of all, from the perspective of consumer category association, when it comes to bird’s nest, the keyword that consumers first think of is nourishment. So in the minds of consumers, which people and in which scenarios need nourishment?

They can be people who have just recovered from a serious illness or surgery; people with sub-health; growing teenagers; mothers who need to recover after childbirth; women in menopause who need to regulate their endocrine circulation, and so on.

Among these scenarios, postpartum nourishment scenarios caught our attention. When faced with such scenarios, we found it difficult to think of any existing products that could be used at the first time. Instead, we would think of some folk remedies, such as drinking crucian carp soup, etc. Especially for gift giving, many people would be confused when it comes to giving gifts to friends who have just given birth. What to give? Diapers? That's for the kids; sending milk powder? It’s for the child; what should you give to the mother who has just given birth? have no idea……

This is the opportunity.

• First, childbirth is a high-frequency scenario ;
• Second, influenced by traditional Chinese medicine, Chinese people believe that postpartum nourishment is necessary, which provides a natural motivation for consumption;
• Thirdly, nourishing is the first major characteristic of bird's nest. It not only plays the advantages of bird's nest in nourishing, but also has natural credibility.
• Fourthly, judging from the current market competition, no brand has occupied the mental position of postpartum tonic products, or gifts.

So we came up with the following slogan:

Postpartum nourishing drink old bird's nest soup

From the perspective of competitive strategy, this slogan meets at least the following three requirements:

1. Focus , that is, point to a high-frequency scenario: postpartum nourishment ;
2. Play to one's strengths and avoid weaknesses , that is, starting from the product's greatest feature of "tonifying", and avoiding consumption scenarios that have been seized by other brands;
3. Differentiation , distinguishing from the usual scenarios of other similar products, has found a new direction .

It should be noted that for most consumers, Lao Liao is a new brand. So when promoting it, we need to bind the bird’s nest that consumers are familiar with with the brand name “Lao Liao”, and use familiar category words to connect consumers’ existing cognition . So we did not just say “Lao Liao”, but also bound it to “Bird’s Nest Soup”.

The above is our thinking path for the brand slogan of Laoliao.

Back to the slogan itself, we often say that a good brand copy is not simply "catchy and easy to spread" to meet the requirements. It may seem like just a few short words or a sentence, but what is reflected behind it is the brand's competitive strategy and the company's strategic layout . We hope that our analysis can serve as a starting point for further discussion and provide inspiration to brands and readers.

The author of this article @Information Flow Advertising Precision Delivery is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century