Spent so much money on promotion but it’s still ineffective? You will understand after reading it
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Companies promote their products only for sales, to make more money and reach the top of their lives; but what they generally don’t want to admit is that they spend a huge budget but the sales growth brought about is pitifully small. If it can't bring in money, no matter how much exposure it gets, it will be useless. How can we make corporate promotion more effective? 1. Make decision makers your target audience Determining the target customer group sounds easy, but many people make mistakes. Valentine’s Day has just passed, so let’s take the example of a flower shop selling flowers. The flowers in the flower shop are given to girls, but it is boys who buy flowers on Valentine's Day. That is to say, the user and the buyer are not the same. So, on Valentine's Day, the promotion that the flower shop needs to do should be targeted at the decision makers - boys. If the flower shop 's advertising promotion is aimed at the female group, it is likely to fail to bring a large number of sales conversions . This requires distinguishing the real behavioral decision makers, that is, the target audience. Is he a product user? What is his relationship with the product users? 2. Identify the true and false needs of customers The target customer group solves the problem of covering the group, but it is useless because the promotional content is another difficult problem. Let’s take selling flowers on Valentine’s Day as an example. Men are the main target group of flower shops. What should we say to these men? The selling point of a flower shop is nothing more than the variety and appearance of the flowers, but if you tell a man who comes to buy flowers how beautiful our flowers are, then you are destined to be a single person. This is a question of real needs and false needs. On the surface, the decision to buy flowers is made because of the appearance of the flowers, but if you think about it more deeply, you will find that the real need of the man who buys flowers is not the appearance of the flowers, but to make the female partner happy and finally successfully hold hands [make a date in a hotel]. In other words, making girlfriends happy is the real desire of men when buying flowers. So, if you are the owner of a flower shop and want to sell more flowers, then stop talking about how beautiful and pretty your flowers are; try praising the man’s partner and saying that the flowers suit her very well. That is to say, you have to make him believe that buying flowers can make his partner happier. 3. Conversion channels need to be effectively allocated Advertising channels need to be constantly adjusted based on data during the delivery process, and the conversion rates of different channels and media vary greatly. For example, the conversion rate of using videos for advertising promotion is relatively low, because there are too many links between video advertising and purchasing behavior, and the loss is too great, so videos are more suitable for creating momentum and brand promotion; while the page-turning H5 in the circle of friends can directly link to the e-commerce platform to achieve purchase conversion, which is more suitable for effect-based promotional advertising. But in fact, there is still some loss at each level from watching the page-turning H5 to the final purchase. In comparison, the one-page promotion page can maximize the sales conversion rate. Most of the WeChat Moments ads we see from Tencent are linked to this type of one-page promotional page, and this type of page can be created through products like Tuzhan Yiye. If we talk about promotion in the circle of friends, the conversion rate from high to low should be: One page>Flip H5>Forward video + link>Forward text and pictures The content carried by different channel forms should not be the same. Channels with high conversion rates should be more direct in expressing the benefits, while channels with low conversion rates should be more inclined towards brand image building. 4. Connect the brand with the content The connection between content and brand is a major criticism of advertising promotion nowadays. For example, when the popular "Kris Wu Joins the Army" was launched, if you ask him now, does anyone remember which product it was promoted for? Only when advertising is strongly associated with the brand can it bring more real sales to the product. (Kris Wu joins H5, do you still remember which product it is?) Of course, being able to generate a lot of discussion is already a very successful promotion. But judging from the product effect, it seems somewhat uneconomical. If it is not a suspense promotion, it is recommended that the promoted product or brand be exposed through a series of symbolic placements. If it is a brand image advertisement, it is necessary to dig deep into the brand's unique concept and make certain differentiated matches in the narrative style, otherwise it will fall into the embarrassing situation where it would be justifiable to change the logo of a competitor. The above is not enough to summarize all the reasons for the low conversion rate of enterprises. If the content and positioning are accurate, choosing the most effective media is very important. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @郑卓然 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! |
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