How to do investment advertising?

Nowadays, investment promotion advertisements are no longer unfamiliar to most companies.

When new products are launched, many companies will choose to run investment advertising. On the one hand, it can expand the market and increase sales as quickly as possible; on the other hand, it is also to transfer the risks of new products and recover the initial investment as soon as possible. It can even be said that investment advertising has become an indispensable part of many companies' new product launches.

However, there is a famous saying in the advertising industry: "Half of the advertising money spent by companies is always wasted, but there is no way to know which part is wasted.

"In addition, there are indeed many investment promotion advertisements that have gone to waste, which makes many companies have many concerns before doing investment promotion advertisements - how to reduce waste? How to be more effective? On which media to do it? The author will combine his many years of experience to talk about how to do effective investment promotion advertisements.

Aim at the right target: Understand why you want to advertise

We cannot do investment promotion advertising just for the sake of doing investment promotion advertising. We must clearly define the purpose of doing investment promotion advertising: to showcase product features, attract "inquiry calls" from potential customers, provide investment promotion services for the company, and improve the company's operating performance. In other words, while using unique and good products to help customers make money easily, it also continuously promotes its own development and growth. On the contrary, I once saw an investment advertisement that talked about how to make money but did not mention what the product was.

Although this approach has a certain sense of "mystery", it makes people feel like a "fraud" and does not achieve the desired effect. By the way, before making investment advertisements, we'd better carefully examine the product name or brand name, because the product name or brand name is very important. A good product name or brand name can not only leave a deep impression on people, but also express the product characteristics or brand characteristics quickly and accurately. For example, "Oxylide" is not only easy to read and remember, but also conveys the product characteristics very accurately. If the name is inappropriate, it is best to change it to reduce waste in advertising. The above-mentioned "Oxylide" is the result of the name change.

The arrows never miss their target: Make it clear who the investment promotion advertisement is for

Who are the investment advertisements for? This is a very critical issue. Companies must understand the characteristics of their target customers and how to convey information to them quickly and accurately.

This actually involves the issue of corporate positioning. That is to say, before doing investment promotion advertising, the company must first have a clear positioning, and then carry out product positioning and brand positioning based on the company positioning, refine the advertising theme, and then carry out work such as "doing investment promotion advertising". Otherwise, the investment promotion advertisements will inevitably be blind, which will not be conducive to the maintenance of the product image or the shaping of the overall corporate brand, and will ultimately cause huge waste to the company.

Seven points to note: Successfully express the advertising theme

After clarifying the advertising theme that needs to be expressed, companies need to find a series of effective ways to express the advertising theme. There is a saying that "how you say something is more important than what you say." Nowadays, investment promotion advertisements are everywhere. Therefore, no matter "how" a company says it, it must first grasp one point accurately: it must make the target audience believe the content of its advertisements and must not let the target audience think that it is a scam as soon as they see the advertisements.

Secondly, investment advertisements must be carefully planned at a strategic level, and all advertising content must come from an organic system, rather than publishing the investment advertisement tomorrow and then busying yourself with refining the theme and honing the creativity tonight, and then hurriedly writing the copy and doing the design. "Cramming" may produce an amazing advertisement, but it will certainly be difficult to take into account the systematic nature of the advertisement and cannot fully pave the way for future investment promotion advertisements, thus reducing the overall effect of the investment promotion advertisements.

Again, the title of the investment promotion advertisement must be simple and clear, and accurately convey the "foundation point" of the investment promotion advertisement. For example, the title of Guilin Jushun Pharmaceutical's Yichen Gusu Oral Liquid's investment advertisement is "Dig for gold in urine and make money in two months", which not only attracts attention, but also conveys the "foundation" of the investment advertisement in an extremely intuitive way: using distinctive and good products to help customers make money easily. Without this "foundation", the possibility of success of investment promotion advertising will be much less.

For example, the advertisement for the new diabetes drug "Kurening" capsules of Xi'an Innovation Bioengineering Co., Ltd. was titled "Kurening, the dark horse in the diabetes market in 2004 - four special advantages, truly unique", which was basically a cliché. To be frank, this was a relatively unsuccessful advertisement because:

① Phrases such as "dark horse", "× great special advantage", and "truly different" have been "overused" by advertisers and have no new ideas, and cannot attract readers' attention;

② Failure to accurately express the “foundation point” of the investment promotion advertisement is equivalent to saying nothing. Another similar failed advertising title is the one for Shanxi Renyuantang’s “Fuming Yishi Granules”. The title of the ad is: “National investment promotion, national new medicine…”, and the title at the bottom of the ad is: “Seize the rare business opportunity as soon as possible and gain market space early”. It also lacks creativity and fails to attract readers to gain in-depth understanding of the product information in order to achieve the purpose of successful investment promotion. However, one very desirable thing about this investment advertisement is that the advertisement design is very simple and refreshing, and it is still possible to attract readers' attention and make a brief stop among a bunch of investment advertisements. Two relatively successful copywriting titles are briefly listed below for your reference: Jilin Yatai's "The liver is too tired, wash it quickly" and a certain company's "Jeans that can help you lose weight are absolutely amazing in the market", etc.

Fourth, be careful not to clutter your text with too many words, as you try to say this and that, otherwise you will end up not being able to express anything clearly.

What is more noteworthy is that due to the increasingly fast pace of life of modern people, most people are disgusted with densely packed texts. In addition, investment advertisements are everywhere. It can be said that when seeing such advertisements, few people are willing to read them carefully to get to the bottom of it. For example, the author once saw an investment advertisement from Beijing Blue Angel Biotechnology Co., Ltd. Not only was it long and densely packed with text, but the title of the investment advertisement was also very wordy and incomprehensible.

However, from a professional perspective, I can understand their approach: trying to express all the useful information of a company in just half a page of advertising is actually impossible and unwise. It is impossible for an investment advertisement to include all the content that a company wants to express, otherwise the company would not need to have interviews with customers.

The biggest and most practical role of investment promotion advertising is to accurately convey the reliable selling points of the product and the reasons and guarantees that customers can make money easily and safely, and then attract customers to call. The rest can be solved through telephone or face-to-face communication. Therefore, we can draw one conclusion from this, that is, we should not be "greedy" when doing investment promotion advertising, and we should make clear the most crucial point: if there are customers calling for consultation frequently, it means that the investment promotion advertising itself is successful.

Fifth, the design of investment advertisements should be rich in pictures and texts, which will help to demonstrate the strength of the company. In recent years, there is a saying that we are now in the "era of reading pictures". Although I do not completely agree with this statement, because I firmly believe that the charm of text can never be truly replaced by graphics, I still agree with this statement that attaches great importance to "pictures". Moreover, it must be emphasized that the "pictures" of "both text and pictures" must first help to attract readers' attention and demonstrate the strength of the company. At the same time, they must be closely related to the advertising copy and cannot deviate from the expression theme of the advertising copy or the theme of the product.

For example, a company’s investment advertisement claimed that it was an internationally renowned brand, but the quality of its pictures and design level “unceremoniously” slapped itself in the face.

Sixth, do not use exaggerated content in investment promotion advertisements. Looking through the investment advertisements, it is not difficult to find that the "exaggerated style" of the advertisements is becoming more and more serious, as if each of us can become a multi-millionaire overnight.

To be fair, there are basically no advertisements that are not embellished or exaggerated, but they must be controlled within a certain range and must not violate the law, morality or conscience. In addition, customers are gradually becoming more rational, and their ability to identify "exaggerated" advertisements is getting stronger and stronger. In the long run, "exaggerated" advertisements will inevitably be despised and rejected by customers, and it will be difficult to achieve investment attraction effect. Or, to take a step back, even if a customer is unfortunately "cheated" and the "investment promotion" is successful to a certain extent, after a period of time, if the promises cannot be fulfilled, the truth will naturally be revealed, and the company will inevitably be abandoned by the market.

Seventh, pay attention to the details of the investment advertisement. For example, the phone number of a company's investment promotion advertisement did not even have an "area code"; there were 8 typos in the copy of a company's investment promotion advertisement; the title of a company's investment promotion advertisement promised to earn "880,000 yuan" a year, but the text only mentioned "750,000 yuan", and so on. Although these mistakes are not "big", they are enough to reduce the target audience's confidence in the company, because for a company that ignores details so much, others have no reason to believe that it will have any really good products.

Pursue relentlessly: determine the media mix and schedule

With a carefully prepared series of investment advertisements, we also need to consider where to place these advertisements.

This requires manufacturers to find suitable media, determine the correct and reasonable media combination and schedule advertisements. The details are as follows.

First of all, companies must carefully investigate and understand the living habits of their target audiences and choose media that their target audiences frequently read or come into contact with.

For example, if you want to make a business advertisement for a certain "weight loss" device, you must investigate and analyze which groups are most concerned about the business advertisement for the "weight loss" device and the media they often come into contact with.

Secondly, determine the correct and reasonable media combination.

The target audience is often exposed to more than one type of media, which requires us to make necessary combinations. The media that manufacturers choose more often include "Sales and Marketing", "Modern Marketing", "China Business Opportunities Express", "Mass Investment", "Business World", etc. These media have a wide readership and each has its own characteristics. In the actual selection process, it is best to make targeted choices to improve advertising effectiveness.

Finally, schedule advertising based on actual needs and the target audience’s cognitive principles. In order to enhance the investment promotion effect, investment promotion advertisements are generally not published just once, but are placed in a specific time period or regularly throughout the year. This requires formulating a reasonable advertising schedule based on actual needs. Invest more in key periods. For example, before an investment promotion conference, many people pay attention to investment promotion advertisements. In order to fully demonstrate the company's strength to the target group and quickly increase its visibility and reputation, the company must increase the density of advertising. In other periods, you can invest intermittently. As for how to determine the interval time, this needs to be determined in combination with the target audience's cognitive principles and the company's actual financial resources. Due to limited space, I will not go into details here.

To sum up, the author briefly discussed the four key points of making effective investment promotion advertisements, namely: clarifying why investment promotion advertisements are made, clarifying who the investment promotion advertisements are for, successfully expressing the advertising theme, and determining the media mix and scheduling. However, there are still two points that need to be briefly supplemented. 1. After the investment promotion advertisements are placed, the company should carefully monitor the effectiveness of the advertisements. If the results are not good, it is necessary to find the reasons and adjust the advertising strategies in time to reduce losses. 2. In view of the fact that the overall advertising effect is on a "downhill road", the author suggests that companies should strive to attract investment through effective public relations events to achieve better results.

Author: Xie Fuliang

Source: Xie Fuliang