Pulse advertising analysis!

The purpose of advertising is to reduce communication costs and increase premium capabilities . Reducing communication costs is divided into two aspects: creating good brand symbols and using communication techniques. The most prominent brand symbol in the beverage industry is Pulse, which is associated with a tilted body and an unsteady body. Drink Pulse when you are not in good shape, and you can get back to it anytime.

Five characteristics of analyzing pulse:

1. Targeting young groups and seizing the blue ocean market of functional beverages

When Pocari Sweat was launched on the market, the beverage market was a crowded market. Wahaha, Nongfu Spring and Master Kong already occupied the vast majority of the market. When choosing to enter the beverage market, Pocari Sweat conducted a detailed market analysis and chose functional beverages, where there was less market competition pressure. When selecting the target population, Pulse divided the population into mental groups. Nowadays, beverages are positioned for young people, but simply targeting young people will not be able to segment the market. At that time, depression culture was popular, and the beverage was positioned for young people in poor condition. Through scenario-based marketing, consumers could easily resonate with it.

2. Use the slanted young man as a memorable brand symbol

The purpose of advertising is to create a memory point for consumers, resonate with their feelings, and thus guide their actions. It is a common problem that young people are in poor condition, and it is also a breakthrough in marketing. The image of a young man with a slanted figure is associated with being out of condition, and then linked to Pulse, which creates a clear memory point for consumers. The recovery state of the slanted young man also directly reflects the efficacy of the product and visualizes the effect.

3. The slogan gives the product meaning

“Come back to Pulse at any time” gives Pulse a word attribute, and also promotes the product name. Nowadays, when young people are not feeling well, they just say "Pulse", which has become a popular phrase and also a form of social currency. Saying Pulse is young, and drinking Pulse is even more youthful. Just looking at the whole sentence, the tone is high-pitched and positive, and there is a tone of call for everyone to participate and drive away bad emotions. Moreover, slogans are short, easy to remember and spread, and coupled with brainwashing marketing, they can easily enter the hearts of consumers.

4. Scenario-based Marketing

Jiang Xiaobai is the best at scenario-based marketing. Moments of separation, reunion, loneliness, and thinking are all connected to Jiang Xiaobai, and Jiang Xiaobai is involved in the memory of these scenes. The entire advertising line of Pulse is based on scenario-based marketing. The moments of falling in love, pursuing love, working, and pursuing dreams are all connected with Pulse. When you are in a bad state in these scenarios and need a solution, a bottle of Pulse will appear in your mind. People's consumption occurs at specific times and in specific environments. Scenario-based marketing is to occupy certain moments and scenes in your mind.

5. Emotional Marketing

Emotion is also a communication technique. People's desire to express and share will be different when they are in different emotions. When people are angry or excited, their desire to express themselves is strong; when they are depressed or unhappy, their desire to express themselves is weak. Pulse has grasped the psychology of consumers and set the tone of its advertisement to be positive and exciting. When people are in a positive mood, the product's dissemination rate will also be greatly improved.

Making a safety draft is the most dangerous, because an IDEA that people have seen before will not give people a strong impact.

Truth is not truth unless people believe it. If they don't know what you're talking about, they can't believe you; if they're not paying attention, they can't know what you're talking about; if you're boring, they can't pay attention; and unless you say something new, unprecedented, and imaginative, you can't be interesting.

Author: Qingdao Advertising

Source: Qingdao Advertising