These 3 key points can save you 50% of your promotion costs!

Whether for marketers or operators , advertising has always been a required subject. For decades, everyone has been discussing this topic. How to maximize the advertising effect is the dream of many people, especially in this era when both online and offline advertising costs are skyrocketing.

However, everyone knows the classic saying: " At least half of the advertising budget is wasted, but I don't know where it is wasted? " This is tragic!

From offline advertising and TV advertising in the past, to portal website and forum advertising, and now to social media advertising and scene advertising. I don’t think anyone can say that not a penny of their advertising money was wasted!

Therefore, the common voice of promoters : advertising is indeed difficult~~

Even so, there are still some suggestions for everyone.

Here, we won’t go into details about the selection of advertising platforms, coverage of target users , estimation of advertising effects, determination of delivery time periods, etc. These have already been determined in advance.

First of all, I read a passage before, which is very well said, and I would like to share it with you:

This passage actually contains a huge amount of information. You may want to save it and take it out to savor it from time to time. Here, I will introduce the first point I want to talk about today: repeated advertising.

Large-scale advertising has one core goal: to make people remember your brand or product, that is, to occupy the user's mind.

This requires you to place your ads repeatedly and intensively. The most typical one is Shi Yuzhu’s Nongfu Spring advertisement: “I won’t accept any gifts this year, and the only gift I’ll accept is Nongfu Spring.” It has tormented me for nearly 10 years. Anyway, everyone remembered it, and the effect was good and impressive.

1) Repeated advertising content: For a period of time, the advertisement should always revolve around one core point or core goal. Do not include all the content in one advertisement.

Many people like to put everything in the advertisement for fear that others will not see it, but they do not realize that this is just taking it for granted. Now there is less and less time left for advertisements, and consumers are becoming more and more forgetful. So if there are too many key points, it is equivalent to having no key points. Your advertisement will be a hodgepodge without any taste.

2) Long-term repeated delivery: Many companies nowadays have a common problem in advertising by liking to constantly change their advertisements. The problem is that you yourself don’t know what you want to express, and you yourself don’t know “who you are”. Consumers will be even more confused, and they will not remember “who you are”. Sorry, you will always be vague in their brains.

After an advertisement is released, it takes a period of accumulation before the effect can be seen. Without repetition, it cannot be remembered. If you want to occupy the user's mind, you have to occupy the user's time. Don’t use a different strategy today and tomorrow, constantly changing it as it wastes money and effort.

Many people would say that our company does not have so much money to advertise all the time. Indeed, most companies cannot afford it, so our advertising must be focused and efficient. "Brainwash" users in a focused manner at a fixed time.

Although Melatonin was so rich at that time, it did not advertise all year round, but only concentrated its advertising at two peaks every year, namely the Spring Festival and the Mid-Autumn Festival. The period with the highest advertising density is 10 days back from the Mid-Autumn Festival and 20 days back from the Spring Festival, which adds up to a total of 30 days. This is the "boiling point rule" summarized by Shi Yuzhu.

There is also Tmall Double 11 , and everyone can see it. During this period, all advertisements are on the verge of going off, open around the clock, super efficient, and all budgets are put on one point.

3) Repeating the core key points in the ad: As I just said, the ad should focus on 1 key point, such as your brand name? What are the core features of your product? Your feelings? Your promotional information? etc.

Then, you have to repeat this most important core information in the advertisement, such as "Go to 58.com", "Guazi Used Cars ", "Don't Call Mom When You're Hungry", "Pinduoduo" and other advertisements. You will find that it will repeatedly mention the key information and it is impossible for you to not remember it. The video ads here are actually the same as other ads, such as the Double 11 posters. They will all revolve around one core point, and this is repetition.

First of all, one thing needs to be pointed out. This voice does not refer to the voice in the video advertisement, but the voice in the consumer's mind. He will remember it deeply and blurt it out from time to time.

Vision does not spread. And spoken language is undoubtedly still the most important source of information dissemination in today's society. Many of our brand advertisements and image advertisements are not only spoken to users, but more importantly, they are told to the people around them by your audience, and they are catchy. This point is extremely crucial. It sounds boring, but it is terrifying when you think about it carefully.

Therefore, I increasingly feel that the previous visual upgrades may have been biased towards the eyes, but now we also have to consider hearing (or understand it as copywriting creativity that can be directly spoken out), and it must be given priority.

The key to marketing communication is communication, which is word of mouth. If it is only visual communication without auditory communication, the efficiency will be very low. You must know that a good advertisement is one that can be said and easily remembered.

Let’s talk about video ads first. These have sound, but the sound in the consumer’s mind that I’m talking about is not the sound of the ad being read in the video, but rather a slogan that lingers in your mind, forming a sound. For example, in the previously popular Youxin used car advertisement, even after the video ended, the sound of “on, on, on…” continued to exist.

This is an advertisement that can be spoken, for example, "Pinduoduo, Pinduoduo, the more you work, the more you save", "The shopping app that 300 million people are working on", leaving aside the beauty of the advertisement, the slogan alone will make it easy for you to pass this advertisement on to your friends.

Let’s talk about some other advertisements that have no sound, only pictures. Don’t these commercials have the “voice” I’m talking about? Yes, there are.

To put it simply, this "voice" (i.e. advertising creativity) is those words that can stay in your head and repeat over and over again no matter whether you hear them or see them. To be more direct, they are those short sentences that highly summarize the essence, and this point should be highlighted repeatedly.

We know that the functions of advertising are: to inform, to persuade, to remind, and to reinforce. Most of the early stages of advertising are intended to inform and persuade, but when the brand becomes larger, it needs to be strengthened. Don’t think that your brand is so big that it doesn’t need promotion. How do you compare to Coca-Cola ? How do you compare to McDonald's ? How does it compare to LV?

Firstly, the market competition is so fierce and consumers are so easily abducted. If others advertise and you don't, then consumers will pay more and more attention to your competitors and choose to ignore you, then you will be in trouble.

Secondly, many times, consumers' shopping behaviors are very random and accidental. If you don't remind them from time to time and reinforce the impression you leave in their minds, they will probably slowly forget about you. Don't ever think that your users are loyal to you; it's better to be pessimistic.

In addition, the consumer market is constantly expanding and changing. If you don’t advertise, new consumers will be taken away by your competitors in a matter of minutes. Furthermore, as the market changes, your advertising strategy must also change. You must know that advertising is often not just for sales, but also for branding and concepts. The bigger your brand, the more you need to pay attention to these.

Source: Lan Yangyang talks about marketing (ID: Lan-yangyang)