Why do you spend so much money but the advertising effect is still so poor?

John, the founder of Ogilvy & Mather, expressed the unspeakable secret of millions of advertisers in one sentence, and this sentence is also known as the " Goldbach Conjecture " in the advertising and marketing industry . Many times, advertisements do not express what we want. Maybe the advertisement is what we want, but it cannot penetrate into the hearts of customers, and sales cannot increase. So the question is, how can we make advertising more effective? Answer: Find someone and have a conversation.

Find people – find the right audience for your advertising

What is Find Someone? There are two dimensions to define it.

The first is to be effective. You can find as many of your target customer groups and target users as possible.

The second is efficiency, which means that we acquire our users at the lowest cost.

Marketing itself is a job based on data. No matter what the circumstances, we cannot discuss the market without considering the market. Therefore, we need to do a lot of market research to better understand consumers’ consumption habits and how consumers come into contact with your brand, so as to establish a purchase conversion model for your own brand .

Many people don't have a deep understanding of cars before buying them. But when he has the idea of ​​buying a car, he starts to be extremely sensitive to various advertisements around him, and is particularly impressed by the cars bought by his friends . From this moment on, the consumer begins to understand and pay attention to the brand itself.

After consumers have selected several brands or car models of interest, they will begin research by checking reviews on some websites, searching for car models, prices and parameters, etc. Most importantly, they will check other people's comments and ask friends around them . In this process, brands increase their favorability towards the brand by interacting more with consumers. Consumers get to know various aspects of the car through these interactions; many car manufacturers will invite potential users to take a test ride, and test drives are a very critical method to improve consumer favorability .

Next, consumers enter the purchasing stage . They may purchase through the nearest 4S store , while some users will choose to wait until the auto show and buy at the show because there may be more discounts there. Therefore, car manufacturers can adopt different promotional methods based on the different attributes of users to facilitate the final transaction.

When we study the automobile purchase funnel model, we find that a very important step is the interaction between consumers and their friends and online reviews . This is a very important key link in promoting consumers' purchasing decisions. Therefore, many automobile companies organize marketing activities such as car clubs to maintain user relationships , also because word-of-mouth marketing among consumers is a very important step.

Its structure is different in different fields and industries. But it all comes down to these four points.

The first one : Awareness of the product itself or the brand itself.

Article 2 : Building goodwill.

Article 3 : Convert into your user.

Article 4 : Recommend to friends, word-of-mouth marketing.

The purchase funnel describes the process from a consumer's first connection with a brand, to becoming your user, completing the entire conversion, and then becoming your brand ambassador to help you spread the word.

What can building my own model of a product help me do?

First, it can help you understand the entire process of interacting with the brand, so as to plan marketing activities. At the same time, it can help you find the key points of marketing and thus improve your conversion rate .

In 2010, Taobao and Tmall were flooded with Taobao brands. During the period of traffic dividend, these Taobao brands acquired Taobao's traffic at a very low cost and then promoted their own brands.

As someone who founded Colgate's first global e-commerce team, I have witnessed a huge turning point in the e-commerce era. Around 2012, Taobao brands were insufficient in brand accumulation and lacked stamina in e-commerce. When traditional big brands began to embrace the advent of the e-commerce era, the entire market was gradually occupied by these traditional brands.

Why did Taobao brands gain an advantage but then decline?

Because their entire marketing budget is focused on the purchasing level , this will result in the entire funnel being not wide enough, with no user influx at the upper level, and no conversions occurring later, causing the brand to quickly hit a ceiling . The purpose of building such a model is to help you understand where problems occur in the conversion process of your brand, so as to formulate your own target market.

Once you understand the business model of your own business, you can also use this model to build your own CRM system .

A new restaurant has very good decoration and pricing, and the dishes look very tempting, but after tasting the food, customers find that it is not as delicious as they expected. After the first time, they will not come back a second time. But for the restaurant owner, he may not realize that all customers will only come to him once .

The catering industry is a very traditional industry. Business can only be maintained if customers keep making repeat purchases . If everyone only comes once, the company will surely go bankrupt. If the restaurant could build its own CRM system and track the behavior of its users , it would be able to quickly detect business problems and make timely adjustments to avoid further expansion of the problem and irreparable damage to the business.

Did you just talk about how to find this person? When it comes to how we can find our audience more effectively, the second thing is how to measure its efficiency. So, how do you set your own KPI to judge whether this activity is done well or not?

To judge whether marketing is successful , many times, traditional KPIs, such as CPC, CPUV, and CPM, are difficult to fully describe ROI.

How to measure the effectiveness of a marketing campaign has always been a difficult problem that has troubled practitioners. Introducing "business KPI" may help you solve this problem to a certain extent. Business KPI can be considered from the following points:

First , how much has the revenue increased through this event compared to before the event?

Second , how many new users were gained?

Third , CLV (Customer Life Value): What is the customer's lifetime value?

Fourth , RLV (Referral Life Value): the referral value of the customer.

Many people have considered the first two points. Let me tell you how CLV and RLV can be applied .

Take the milk powder industry as an example. One characteristic of the milk powder industry is that user loyalty is very high. As a mother, after buying milk powder, I will not switch to other brands unless my baby suffers from bloating or diarrhea after drinking it.

Suppose a mother is your user, and she becomes your user at different stages, from S0 to S5. S0 means that a person has been a user of your brand since pregnancy, and her CLV means that she has been a user of your brand from pregnancy until the baby grows up to the S5 stage. And so on until the end. We calculate the new users brought by this activity according to this method. The values ​​of users at different stages are different. By adding them together, we can calculate the lifetime value of all users brought by an activity.

So the question is, according to this model we should only focus on the front S1 or S0 or S2, because they seem to be more valuable to us. In fact, this is not the case. For new mothers, when choosing milk powder, they usually ask experienced mothers what kind of milk powder to drink. Therefore, although the lifetime value of your S3-S5 people will decrease, their referral value will increase .

When placing all advertisements, it is important to build a very complete advertising detection system . How many users did you gain during the entire campaign? How much business did you get? It can be calculated accurately. This is the best way to measure whether your advertising is effective or not.

Building this system requires a certain amount of effort and investment , but its long-term benefits are very high . If it is a small brand, it may not be possible to do so comprehensively, but there is still a way. You can choose to use a portion of sample users as a yardstick for evaluating the effectiveness of your activity.

Speak dialogue - make the right advertising content

How do you identify whether the creative idea you came up with today is a good one?

First of all , does the creativity or activity itself, that is, the functional product benefits or emotional product benefits, express the same content as what you think, that is, the reason why consumers believe in you ?

Next , check whether what you express is consistent with what consumers hear, that is, the Campaign Creative of the campaign itself .

Then , is what you want the consumer to remember, the Point of Difference of the product , consistent with what he heard?

Finally , what he can remember is his real needs, that is, consumer needs .

Assuming that all the answers from the first thing to the last thing are yes, this must be a very successful marketing.

Since I used to work at Colgate, I would like to share with you an advertising case about Colgate toothpaste. Colgate 360 ​​toothpaste, a sub-brand of Colgate, has a market share of nearly 3% in China, which is closely related to its successful advertising.

In the advertisement, Colgate 360 ​​is a toothpaste that can help you solve the problem of bleeding gums . This is the product function benefit point he wants to express.

The advertisement explains that bleeding gums are caused by oral bacteria. By reducing oral bacteria through antiseptic toothpaste, you can reduce your bleeding gums. In order to make others believe and remember this vividly, in the advertisement, the user bites an apple and his gums bleed, so he uses a scanner to scan the gums to see how many bacteria are there. Three weeks after using the toothpaste, I scanned my mouth and found that the bacteria had decreased. I also stopped bleeding when I bit an apple.

This case is a typical example of combining ① what you want to express, ② what you want to say, ③ what consumers hear, and ④ what consumers care about .