Product promotion blind spot | Don’t waste your own advertising space

One problem that students who work in product operations cannot avoid is advertising promotion . As a platform focusing on mobile traffic big data promotion service, today we will change the perspective and tell you about the most cost-effective advertising method.

When it comes to product promotion, most operations colleagues think of either spending money on advertising on various channels or posting soft articles on various mobile and PC platforms. However, with so many channels for spending money, which one should we prioritize?

Each product has its own positioning and target audience, so the advertising methods of different products must be analyzed on a case-by-case basis. However, there is one area that no product should waste, and that is the product itself. In other words, use your product as a media to promote your brand. For example, for beverages, the bottle is the product media; for banks, the bills are the media. Zhu Baining said that although some products have been practicing this for many years, most products still do not have this awareness today. Even some of the products that have been practicing this cannot stimulate self-propagation because the advertisements are too blunt. Self-propagation means that users can actively spread your promotional information. So how can you fully tap the media potential of your products and stimulate self-propagation as much as possible? Here are 3 tips to share with you.

1. Highlight the brand

The first tip is to highlight the brand. This method is very straightforward, which is to make your own product brand logo stand out in the product. This trick is most widely used in the luxury goods industry. For example, LV bags covered with logos and Hermès belts with a huge H logo are impossible to ignore. In addition, packaging boxes are also part of the media. For example, Xiaohongshu uses red express packaging boxes and eye-catching logo design to attract attention wherever the express goes. In addition to visually prominent brand logos, you can also work on the auditory aspect. For example, some songs will have their own production company appearing before they are officially played. By using this simple method of increasing audio brand exposure, you can achieve self-propagation of the product.

2. Add copy

The second tip is to add copy. There is no need to say much about the role of copywriting in advertising and marketing , but the author believes that whether the magic of copywriting can be brought into play depends on where you use it. Here are a few areas that are often overlooked. For example, many businesses will print receipts for customers. Huang Taiji made full use of this medium and printed famous quotes on each receipt, such as "Life is always full of joys, sorrows, anger and happiness, just like pancakes, just spread them evenly", which attracted a lot of attention.

Secondly, packaging is also an important carrier. Coca-Cola has launched "nickname bottles, lyrics bottles, and dialogue bottles" by printing interesting copy on the bottles, and has achieved huge success without developing new products or upgrading formulas. For example, the car body, letting the franchised vehicles advertise for you is also a good way. Now you can often see some small trucks on the road with logos such as "58 Freight, Huolala".

There are also store signs. For example, under the sign of a beef hotpot restaurant, there is a line of large characters printed prominently: "Eat a cow that was still walking twelve hours ago." This sentence not only inspires users to take photos and post them on their Moments , but is also far more convincing and visual than empty propaganda such as "the ingredients are green and fresh". In addition, adding interesting copy directly to the product name can also achieve good marketing effects, such as the "Negative Cup" launched in Taiwan and the recent Internet celebrity tea Sangcha .

3. Implanting Easter Eggs

The third tip is to implant Easter eggs. It means embedding more participatory and "softer" advertisements into products. For example, Uber's widely acclaimed "one-click call series" marketing allows passengers to call "helicopters, ice cream, pink health, mobile fitting rooms , hero cars" and so on with one click, allowing passengers to call vehicles with specific functions at a specific time and place. This is to integrate special, implicit, self-propagating advertisements into their own products, achieving very good marketing effects. Sogou Voice Assistant has also launched similar humorous Easter eggs. If you say "I want to go to the toilet", the assistant will directly show the nearby KFC stores. If you say "KFC is full", the voice assistant will immediately list the nearby McDonald's stores, making fun of the phenomenon that people look for KFC when they need a toilet in life.

To sum up, in this era of cross-border subversion of everything, the boundary between products and marketing has become increasingly blurred. Products are media. We must make good use of the product itself, a free and powerful media, to advertise ourselves. This can not only make the product more interesting and stimulate self-propagation, but also integrate product and marketing, making the effect more lasting and more popular.