Integrated marketing, how to achieve “product and effect integration”?

When companies are doing brand marketing , it is difficult to achieve product and effect integration. The result of most advertisements is that the brand popularity reaches an appreciation during this period, or a certain product transaction effect is achieved during this period. Can you really not have your cake and eat it too? Can't adults have both? sure.

I have found that many advertisers now only have one demand for the second party, which is "integration of brand and effect". After reading many cases and participating in the entire marketing of some brands.

I believe that no advertisement can completely achieve brand-effect integration in terms of effectiveness. It is possible that the two are very close, or one is higher and the other is lower. The result of most advertisements is that the brand popularity reaches an appreciation during this period, or a certain product transaction effect is achieved during this period.

As the saying goes, "You can't have your cake and eat it too." How should we achieve “product and effect integration” in brand advertising as much as possible?

Before we explain in detail how to achieve brand-effect integration as much as possible, let us first understand what brand-effect integration means?

Product and effect integration means that when a company is doing marketing, it must focus on both the brand’s voice and the sales effect. Products must drive the increase in brand awareness, and brand promotion itself must also lead to sales growth.

Therefore, corporate marketing requires not only brand but also results. Marketing on the mobile Internet must pursue the integration of brand and effect.

In other words, when a company is doing brand marketing, the popularity of the brand in the entire marketing campaign and the sales volume of the product are complementary to each other. The popularity of the brand can provide better assistance to improve efficiency, while good sales can achieve wider dissemination for the brand.

In the current advertising marketing, after Party B receives a demand for "brand and effect integration" from the advertiser, it adopts a three-step content strategy. The advertising works in the traditional era of traditional advertising are actually the same old three: TVC advertising, print series, terminal material extension and promotional activities.

With the advancement of the Internet, now any brand with enough "resources" can place advertisements on CCTV. However, twenty years ago, it was a big deal for a brand to broadcast an advertisement of a few seconds on CCTV.

People's cognition and changes in the network environment have created an involution in brand marketing. How to achieve the "integration of brand and effect" as much as possible can be considered from the following aspects:

1. Understand user pain points
2. Occupy the user's mind
3. Accelerate user purchase

1. Understand user pain points

In view of “brand and effect integration”, there are two ultimate goals of advertising marketing. The first is to expand the brand's popularity among users, let users know about the product, and thus influence users' subsequent purchasing behaviors and increase the successful purchase rate.

The second is to allow users to complete product purchases in the shortest time possible and convert products into product sales. But the prerequisite for accomplishing these two things is that when marketing advertisements convey the theme, they must use a series of marketing methods to target users’ pain points.

If the brand cannot even clearly understand the users’ pain points about the brand, even if the brand achieves a huge volume throughout the entire event, it will not be able to generate good purchasing volume and there will be no good data transactions. For Party A, it is also a useless advertising activity.

How can advertising be closer to user pain points? And influence users' purchasing behavior? That is empathy. We need to use empathy to look at the advertisement from the user's perspective.

Let me give you an example. Two years ago, there was a movie directed by Lou Ye called "A Cloud Made of Rain in the Wind", in which there was a character development director named Tang Yijie.

People who have seen this movie may have forgotten the other characters in the movie, but when the development zone director appeared, his body movements and eye expressions were portrayed vividly by actor Zhang Songwen.

After the movie was released, actor Zhang Songwen won recognition from most movie fans and received more performance opportunities. Later, in an interview, someone asked him why he was able to play the role of the development zone director so well?

He replied that in order to grasp this role, he actually went to work in the relevant unit, integrated into the life of this character, and their daily speaking tone.

Similarly, if an advertisement wants to hit the user's pain point, you must first understand what the user's pain point is. What are their needs? Does your ad help them solve the problem they are having?

In order to reach users with your advertisements, you can show your advertising theme to people around you who have similar needs to see whether your advertisement can impress them and influence their purchasing behavior.

Advertising guru Ogilvy once accepted a client who asked him to write a marketing advertisement for a wine. When he received the request, he did not start writing immediately, but went to the wine-producing vineyard to observe their wine-making process and the entire process of workers picking grapes.

Many times, when you cannot fully understand the pain points of your product’s consumers, use empathy to think of yourself as a user who needs the product. Think from the user's perspective, if you come across this product advertisement, would you place an order and buy it because of it?

2. Occupy the user’s mind

There are many advertisements that occupy the minds of users, such as the brainwash advertisement for Melatonin: "I will not accept any gifts this Chinese New Year, and the only gift I will accept is Melatonin" and the Wanglaoji advertisement: "If you are afraid of getting a sore throat, drink Wanglaoji."

As well as some good brand advertisements in recent years; "Guazi Used Cars, "No middlemen make a profit from the price difference", "Platinum Travel Photography, you can take photos wherever you want?", Nongfu Spring's slogan is "We don't produce water, we are just nature's porters. ”

There are many similar advertisements. They enter consumers' lives and occupy users' minds in different ways.

If you are irritated, you will think of Wanglaoji. If you have a need to take photos, the brainwash advertisement of Earl Travel Photography will pop up in your mind. This is because brand advertising has occupied the minds of users, so that people who have heard such advertisements in the future will definitely think of the above advertisements when they have similar needs.

In my opinion, brand advertising wants to occupy the minds of users and make them think of it when they have needs in the future. In addition to being catchy and easy to remember, advertising slogans must help users solve problems.

Wanglaoji Herbal Tea helps users solve the problem of getting a sore throat, Guazi Used Cars helps users solve the price difference, and Earl of Piaget allows users to realize their desired photography needs. They are all advertising languages ​​extracted from the characteristics of the product and transformed into a marketing advertising theme.

And all subsequent marketing methods will be centered around such themes. When it comes to occupying the minds of users, brand positioning is also a very important part. If your brand service is high-end, your advertising cannot be a large promotion category. If your brand service is small and medium-sized, your advertising must be down-to-earth.

The essence of a brand or product that occupies the user's mind is to help the user solve a problem in the process of helping the user use the product, and this problem is a high-frequency problem that most users encounter when using this product. And the solution and communication behavior can be recognized by users.

3. Accelerate user purchases

When users see your ad and choose your product first when purchasing, your ad has helped users speed up the purchase process. For example, you go to a convenience store to buy a bottle of mineral water. Nongfu Spring’s slogan is “We don’t produce water, we are just nature’s porters.”

If you have high requirements for water quality and purity, your choice should be Nongfu Spring. Look! Brand slogans have influenced your purchasing behavior without you realizing it.

The most important channel for accelerating user purchases is the user’s channel. A user considers many aspects when deciding to buy a product.

The first is the recommendation of an authoritative person, such as a celebrity endorsement. The second is the introduction of someone you trust after using the product, which I call social authority. The third is the purchasing environment or the living environment where the product advertising information is received.

Here I will mainly talk about the third one: the environment for marketing and advertising. Now is the era of self-media; WeChat is for community, Weibo is for communication, Toutiao is for coverage, and short videos are for interaction.

Your product is for dissemination, so your advertisement should be placed on Weibo instead of on Toutiao. If your product allows users to have a usage environment or process, the theme of the launch is not online (for example, Jiang Xiaobai’s bottle advertising marketing), and it mainly tells the story of the drinking scene.

Advertising channels should be divided into primary and secondary, with main channels and secondary and auxiliary channels. There are many ways of self-media advertising and marketing now (micro-films, H5, Weibo topics, WeChat tweets, WeChat mini-programs, short videos, grass-planting copywriting, live broadcasts, brand IP)

When choosing channels, brands choose precision rather than quantity. For an advertisement for a middle-aged person in his 40s or 50s, the main scenarios in which the user group sees it should be offline, through introductions from friends in the personal social circle and recommendations from children.

Therefore, when placing advertisements, you should consider the above three aspects, make a distinction between primary and secondary, and also include environmental images and graphics of users using the product.

In recent years, compared with other industries, the products of the fast-moving consumer goods industry have a relatively prominent share in marketing advertising and user communication among advertising companies and creative hot shops.

Baidu Encyclopedia defines fast-moving consumer goods as: "Consumer goods with a short lifespan and a fast consumption rate." The easiest to understand fast-moving consumer goods include packaged food, personal hygiene products, tobacco, and alcohol and beverages. They are called fast-moving consumer goods because they are first and foremost daily necessities.

If an advertiser receives a brand marketing call regarding demand for fast-moving consumer goods, the marketing rhythm should be one-shot. Use the fastest marketing methods to reach users, and surprise them with user research and advertising creativity.

Competitive research and market research are actually nothing more than a few websites and certain customer resources for advertising companies. However, only when you are infinitely close to the users and consumers who use the product, the research you can obtain is user-specific research.

Faced with the ever-changing consumer market and consumer groups, advertising creativity that can help businesses achieve sales has always been an advertising and marketing method that remains popular. The difference lies in the form and details of the creativity.

I hope the above is helpful to you!

Author: Nan Sujian

Source: Nansujian