My friend, you must have wasted more than half of your advertising budget...

He is a technical person and has a good understanding of air purification technology. Seeing that the air quality has been getting worse in recent years, he set up his own company specializing in home fresh air systems, hoping to get a share of the purification industry, which has basically become a red ocean.

We were just chatting, but when he found out that I was working in marketing , he immediately became interested and started asking me:

"What do you think I should do to advertise this product in residential elevators?"

Later I talked to him and got a general understanding of their promotion plan.

To be honest, while talking to him, John Wanamaker's words flashed through my mind at least 10 times - half of the money I spend on advertising is useless, but the problem is that I don't know which half.

wrong.

In fact, this friend should be worse off, because he must have wasted more than half of his advertising money...

I would like to ask, where should I advertise a product like this for household use? (Since it involves door-to-door installation, offline advertising is mainly considered)

I think most people would choose the residential area.

After all, since it is a household product, it should be placed close to home, such as elevator advertisements in residential buildings and outdoor advertisements around residential areas. (That friend thought the same thing, he had already purchased elevator ads in several communities for two months)

However, should we really place advertisements in residential areas?

In fact, it is unscientific to do so...

First of all, not all people living in a community are landlords. Especially in communities close to the city center, a large proportion of them are tenants, and it is basically impossible for tenants to purchase this product.

Why?

As I said earlier, installing a fresh air system requires drilling holes in the wall or windows. Tenants will not easily or willingly remodel the room without the landlord's permission.

In addition, even if most of the residents in this community are landlords themselves, it is difficult to generate purchasing power - everything in my house has been renovated and the floor has been swept clean, and you have to come to my house and ask me to drill a hole or replace the glass or something, it is too much trouble!

Well, maybe you’re saying, “How much trouble can this be?”

In fact, the "laziness" of consumers is often beyond our imagination.

There is a psychology story like this:

This "mentality of not wanting to change" is actually the biggest enemy of all marketers - if consumers don't change, it means new products won't sell.

So, how can we activate consumers’ “mindset of change”?

When it comes to installing fresh air systems, the better way is not to persuade consumers to change, but to directly find out the state that consumers "want to change".

So under what circumstances do consumers want to change their homes?

The answer is obvious – when they are planning their future home.

Therefore, the best place to advertise fresh air systems is not residential areas, but the home furnishing market, such as IKEA and Red Star Macalline, etc.

There, consumers will fantasize about how beautiful their future homes will be and how healthy their lives will be. They cannot tolerate living in a dirty environment in the future, so they are more likely to buy some "troublesome" products to satisfy their needs for a "perfect future."

(PS: Fresh air systems are generally targeted at more luxurious residences, and these customers are not short of money)

In addition, if you choose to advertise in such a place, you don’t need to spend effort telling consumers “I can provide door-to-door service” - because all the businesses here can provide this service. Once consumers come in, they will automatically assume that as long as the products they see here, they can be provided with door-to-door service.

This is called "borrowing power".

Melatonin is a seasonal product, and so are the fresh air system and purifier - when the haze comes in winter, that's when people's demand for purified air is the highest.

Therefore, the advertising fee for these two months is basically wasted...

(PS, some people on the Internet say that the peak season for renovation is concentrated from September to November, but this is mainly due to humidity factors, and the northern region is generally dry, so this is not the point)

When we analyze a print advertisement, the most important thing is to see "what will consumers see at first glance? What will they think of next?"

What is the first thing you see in the picture above? (Take at most three seconds to read)

Of course, it was the words “smog is coming”, a picture of a “house section”, and a price of “1488”.

So what will these pieces of information make consumers think of?

1) When seeing the words “smog is coming”, most consumers may think: Yes, smog is coming, what should I do?

In comparison, the four faces are more eye-catching.

3) When consumers see the price of “1488” which is neither too high nor too low, they have no other thoughts because they have already made their choice – either buy a purifier or buy nothing.

4) As for other information, there is no need to look at it.

If the main information of the advertisement cannot attract consumers' attention, how can we expect them to carefully study other secondary information?

Especially in the elevator, the time is too short.

Therefore, the content of this advertisement is basically in vain...

Later we exchanged WeChat accounts , and I promised to help him improve his advertising.

However, the address and time of the advertisement cannot be changed for the time being, because he has already purchased the community elevator advertisement for two months and he can't just waste it. (We will consider advertising in Home Furnishing City later)

Here are the specific improvements I made:

1. Product name:

"Fresh air purification system" is actually a relatively unfamiliar concept, and the "system" gives people a feeling of complexity and trouble.

My suggestion is: change the product name to "Fresh Air Purifier" - to establish a connection with the well-known "air purifier";

The focus should be on the advantage of the fresh air system over the purifier - the ability to deliver fresh air.

However, the product attributes alone do not have strong appeal. We should also transform them into consumer benefits - even without opening the windows, we can still enjoy fresh air.

Since it is a new product, it is necessary to reduce consumers’ perceived risk of product features – try it for free for 30 days and return it if not satisfied.

It should be compared to competing products - cheaper than air purifiers, more natural and healthier. (Imported purifiers on the market are generally more than 2,000)

This is the only way to highlight the value of the price.

Therefore, a QR code leading to the product details page (including contact information) should be added.

If conditions permit, the advertising frame can also be modified - add a small pocket under the frame, which contains the product manual. If consumers are interested, they can pick up a copy and read it slowly at home.

5. Picture section:

A photo of an actual case, or a good 3D rendering, as a large background.

A cross-sectional diagram is also required, but it should be made into a small diagram and placed at a secondary level.

Below is my draft: (Actually it’s the finished product. I didn’t have time to do the pictures and layout, so I just found a random picture as the background)

The brand name ELIKON has no meaning. Consumers need to spend at least half a minute to think carefully before they can figure out its meaning. So, it is just pretending to be fashionable and catchy...

The idea of ​​the LOGO is pretty good. (Of course, there is still a lot of room for improvement in terms of aesthetics)

Since air quality is difficult for the human body to perceive, a PM2.5 detector can be given to each trial user. Through the data on the detector, he can "really" feel that the air has indeed become fresher.

As I said earlier, fresh air systems are generally suitable for relatively luxurious residences. Therefore, the appearance and craftsmanship of the product also need to be considered. (Don’t worry too much about the cost. The price of 1488 is relatively low even for an air purifier, and there is still a lot of room for improvement.)

After all, what consumers buy is not the "fresh air system" machine, but their yearning for a better family life.

The artistic conception of this concept product is very good, and it even has a bit of the flavor of a work of art. (Go to Pinterest, Behance and other websites)

Advertising cannot directly solve sales problems; it is only one part of the marketing mix.

The weaknesses in every other link will make the advertisement ineffective to a certain extent.