5 tips for brand advertising and marketing!

What kind of advertising is considered a "good advertising"?

David Ogilvy once said: If an ad doesn't generate sales, it's not creative.

Leo Burnett once said: "An interesting ad that doesn't sell is just a step in the right direction; but an ad that sells but isn't interesting is abominable."

According to the brothers, the conclusion is: a good advertisement must be "interesting" and have "sales power". There is no doubt that advertising is not a movie, so good advertising should not aim for awards. It's about selling or building a brand. So there are at least two principles for good advertising:

1. Encourage consumers to purchase a company’s products or services through advertising.

2. Advertising can encourage consumers to develop an emotional connection with the product, sow the seeds of love for the brand, and make them willing to spread the word spontaneously.

To sum up, you either buy it immediately after watching the ad, or like the product after watching the ad and buy it yourself in the future or do your part to promote the ad and encourage others to buy it.

We are exposed to an average of about 3,500 advertisements every day. If you close your eyes now and think back to all the advertisements you have been exposed to, how many can you remember? Which ones would you like to share? What motivated you to buy their product or service? I guess I can't remember more than 10 ads.

In fact, there are many good ads, but many ads are not continuously produced, which leads to a decrease in people's memory of the ads. Today we will analyze the unique conditions that good ads have:

1. Sensory stimulation

We live in a world flooded with sensory stimulation, whether it's the aroma wafting from the cake shop or the singing of the aunties while dancing in the square. Everywhere we go, we are surrounded by colors, images, sounds, and smells.

In the past 20 years, the form of advertising has rapidly developed from traditional media such as newspapers, television, and radio to borderless advertising forms. From the simple visual and auditory advertising in the past, it has gradually changed to immersive advertising that stimulates consumers in all aspects.

What is advertising? It is to inform the public about something. Consumers receive information not only through their eyes and ears, but also through other senses, as shown in the figure:

The more sensory stimulation an advertisement brings, the easier it is to trigger consumers to immerse themselves in the advertisement and become interested in it.

For example, the subway advertisements for LUX shower gel and Lipton many years ago not only had a visual impact, but also had a scent. When you see the advertisement of a product, you will smell the scent of the product, which brings a double sensory stimulation.

Another example is the Mars Train created by MINISO, which provides a completely immersive experience that satisfies multiple senses including hearing, vision, and touch, leaving a deep impression on people.

An advertisement is one that can give consumers a sense of stimulation, which is the passing line for the advertisement. It is also worth mentioning that when we pass by a cake shop, the strong baking aroma outside the cake shop is also an invisible advertisement. Every time Su Yan passes by a cake shop, he will subconsciously slow down his pace. The longer he smells it, the more he wants to go into the store to shop.

2. Wide Radiation

The so-called wide coverage does not mean that the advertisement should reach all people. This is unrealistic and very expensive. Advertising must follow the company's product marketing strategy. Therefore, it is enough to identify the target audience of the product, accurately convey the product selling points, and make those target audiences like it and be willing to share it actively.

What kind of advertisements will be actively spread by consumers? I think there are three types of ads.

1. Precise selling points

“Drink Wanglaoji if you’re afraid of getting a sore throat,” “Give Melatonin as a gift,” and “Drink 6 Walnuts if you often use your brain” are all advertisements with precise selling points. They extract the unique selling points of the product, publicize them on a large scale, and implant the product selling points in the brains of specific groups. This type of advertising generally does not lead to direct consumer dissemination, but rather forms recommendations when purchasing related products.

For example, if you have a sore throat, your colleague will tell you not to drink milk tea, but to have a bottle of Wang Laoji instead.

For example, if you stay up late to work every day, your parents will tell you to drink 6 walnuts to nourish your brain~

For example, if you feel sleepy while driving, your friend will tell you to have a bottle of Red Bull to perk up!

2. Emotional resonance

NetEase Cloud Music’s UGC advertising, Cainiao Station’s “Book-turning and Mountain-crossing” public service advertising, and Midea’s “Ma Xiaodong’s Ice and Snow Summer” advertising are all classic examples of creating emotional resonance with consumers and promoting their dissemination.

Many of people's behaviors are driven by emotions. This primitive reaction is called emotion. Several of the ads above focus on changing mood or creating a connection between a product and an emotional response. When consumers see music reviews on NetEase, they feel that a certain sentence in the review just represents their current mood, so they forward it. When consumers see Cainiao Station’s “Book-turning and Mountain-crossing” advertisement, their good intentions are activated, so they will share it and let more people participate in charity. When consumers see Midea’s advertisements, they will put themselves into that “warm moment” and think of every little thing their mother does in the kitchen, and then share it on Mother’s Day.

3. Brainwashing and fun

You love me and I love you, Mixue Bingcheng is sweet~~how is it? Did you sing it out? Brainwashing and interesting advertisements can easily leave an impression in the mind, prompting consumers to unconsciously share them with friends. Sometimes they will even prompt consumers to participate in the creation of lyrics, causing multiple fissions of the advertisements and resulting in explosive exposure.

A similar advertisement was recently seen in a Cainiao advertisement called “The Aftermath of Shopping Happily Ever After”. It used a short three-paragraph fast-paced advertisement with the brainwashing slogan “Send, send, send, send, send, send”, which was deeply brainwashing and unforgettable.

3. Precision Communication

In today's world of extreme material abundance, it is extremely difficult to make products suitable for everyone. The vast majority of brands have begun to adopt a market segmentation strategy, targeting their products at a certain segment and accurately conveying advertising information to this segment.

There are three important elements in precision communication: segmented market/audience + precise communication channels + precise content. Let’s continue to take Midea’s “Ma Xiaodong’s Ice and Snow Summer” advertisement as an example. Midea’s small cool block portable air-conditioning product focuses on the “kitchen” scene. Based on insights into life, it was found that Chinese people generally do not have air conditioners installed in their kitchens. But in fact, the kitchen is the hottest place in the entire family and it is also one of the places where mothers spend the longest time.

Mothers are the users of the product, while working people aged 25-35 are the buyers. Therefore, Midea took the hard work of mothers as the core of the advertisement and produced heart-wrenching copywriting to create an emotional resonance with the target audience.

The temperature of mung bean soup is 100℃
The temperature of fried chicken legs should not be lower than 180℃
The temperature of stir-frying shrimps is as high as 300℃
Mothers spend an average of more than 43,800 minutes in the kitchen each year. Behind every meal, mothers endure the torment of high temperatures. If love can be measured by temperature, we hope it does not exceed 26 degrees Celsius.

The advertisement prompts the target audience to feel psychologically indebted to their mothers, and thus they need to buy products to achieve a state of psychological peace.

4. Easy to understand

A good advertisement should not be a "suspense film", but should allow consumers to understand the meaning of the advertisement immediately after seeing it. No matter how sophisticated or artistic an advertisement is, it will be useless if consumers don’t understand it or are not interested in it.

Many companies have a bad habit, which is that they think that since they have spent so much money on producing an advertisement, they must enrich the advertisement and add as much information as possible. Finally, the advertisement is no longer an advertisement, but becomes a "corporate video". From the company's vision and the introduction of the company's founder to the display of N products, who would watch such an advertisement? ?

A good advertisement only needs to revolve around one core point. The advertisement must be easy to understand and consumers should be able to understand what message the advertisement is conveying at a glance. For example, OPPO’s pre-heating advertisement for the roll-up screen concept phone vividly tells you that “OPPO phones are not folding, there are cooler ways to make the phone screen bigger”, which makes people understand that this OPPO press conference will have explosive news. For example, in Chevrolet’s agent advertisement, you can tell at a glance that Chevrolet cars are sturdy and the agents use them to dodge bullets.

I would like to add two words about my understanding of advertising. Depending on each person's cultural background, social experience and values, different people will have different feelings when seeing the same advertisement. Therefore, the selling points set in the early stages of advertising must be relevant to the target audience. Make the values ​​and attitudes conveyed by the advertisement match those of the target audience so that the audience will find it easier to understand the message of the advertisement.

5. Promote sales

To be honest, ads that promote sales are generally not very appealing, but if they can convert, that’s OK. Personally, I think that current sales-boosting advertisements are more suitable to be presented in the form of soft articles, which can be targeted to e-commerce advertising pages, detail pages, or some grass-planting KOL articles and videos.

Targeted delivery is more suitable for conversion. Because whether consumers are watching videos of KOLs or seeing your ads on e-commerce platforms, they all have needs. For example, Li Tiezhu wants to buy a pair of shoes, so he goes to Taobao to browse. At this time, he sees an advertisement for trendy shoes with unique characteristics, so he clicks in to browse and finally buys it. However, if Li Tiezhu were to browse Weibo and see an advertisement for trendy shoes, he would probably not buy it because he has no purchasing need.

There are four steps in sales-oriented advertising copywriting: making the title eye-catching, stimulating purchasing desire, winning the reader's trust, and guiding immediate orders. The specific order is as shown in the figure: (This method comes from the copywriter Guan Jianming)

In conclusion:

Regardless of the form used, the ultimate goal of good advertising is to get customers to buy or to plant seeds of emotion in the hearts of customers to facilitate future purchases. Sensory stimulation, wide coverage, precise communication, easy understanding, and sales promotion are just some of the methods. The key to successful advertising is to accurately identify market segments, find target audiences, use advertising to connect products and customers, and motivate customers to take action. The above content is only my personal opinion, and I welcome all the experts to add to and correct me.

Author: Su Yan Ben Yan

Source: Su Yan Ben Yan