Brand Marketing: Let posters arouse consumer power in 3 seconds

In response to the phenomenon that posters are thrown into the trash as soon as they are distributed, the author has summarized five practical suggestions to optimize the effect of poster distribution. I hope it will be helpful to you.

If you see a poster like this on the street, what would you do?

Most people would probably just throw it away.

Some people may take it and throw it into the trash can.

This is the 3-second fate of most posters.

Let’s take another look at this poster. What information can you get most intuitively from it?

Yes, many people may be like me, with a confused look on their faces, and have no idea what the point of this kind of poster is.

Faced with a poster that is only the size of an A4 paper, there are so many things densely written on it. I believe that it is not easy for anyone to obtain any key information. Moreover, it is our nature to choose to escape when faced with complex troubles. This poster successfully evokes our inner disgust for complexity and tediousness. The only fate that awaits it is to be thrown away.

So how can you make your poster arouse consumers' purchasing power in 3 seconds?

Today we will take this poster as an example and use 5 steps to analyze the magic of a poster in arousing consumer power.

Step 1: Understand the fundamental needs of target customers

What is the fundamental purpose of a parent choosing memory training for their children?

Is it to improve children's memory?
Is it so that the child can become a master of memory one day?

--no!

Today, as a parent, what do you care most about your children?

——It’s about learning and improving your grades.

Therefore, there is only one fundamental demand that can attract a parent to enroll their child in this kind of non-talent training class, which is to improve the child's academic performance.

Step 2: Understand the characteristics of your product and find the connection point with the fundamental needs of customers

We all know that memory plays an indispensable role in the learning process, and the acquisition of new knowledge requires a lot of memory. So after finding out the most real and fundamental needs of parents, what you need to do is to convey the message that " improved memory = improved academic performance ".

Although your poster lists a lot of benefits of memory and describes how magical your method is, you have never explicitly mentioned that memory can improve children's grades. This is the biggest problem.

When you are selling an item, what are you selling?

Essentially, you are selling something that satisfies a consumer need. If the needs met are not fundamental enough, the results will certainly not be liked by the general public. The values ​​you preach cannot generate effective consumption power.

Step 3: What can attract your consumers?

In the second step, we found the intersection between the product and the fundamental needs of consumers - " improved memory = improved academic performance ." However, simply conveying the fact that improving memory can improve academic performance will not have much effect on your enrollment.

Why is this?

Because you have only conveyed a correct understanding, but have not yet solved the most important issue, which is "trust."

• Why is it you?
• Why do you think what you say is right?
• Why can my child improve his memory with you?
• Memory is something that cannot be seen or touched. How can I just give you money?

Therefore, for a training program like memory that is not very familiar to everyone, if you tell others on a poster: our original price is 6,800, and the summer discount is 3,800; group purchase for 5 people, discount as low as 30%, it will be difficult to attract potential consumers.

During this marketing phase, you must use " free trial classes " to attract customers instead of relying on discounts. The purpose of free trial classes is to attract interested customers, let them feel it, experience it for themselves, dispel their doubts, and complete the process of building trust between both parties. This is the basis for consumers to pay and is also an important part of improving their purchasing power.

Step 4: What can consumers see at a glance from the poster?

No product can have only one selling point.

This is also my other point of view. I believe that no product can win by relying on one point, just like those products that only see the good sentimental copywriting of Jiang Xiaobai but ignore the accumulation of the founding team in the liquor industry and strong channel capabilities, and then rush to imitate it, and finally fail miserably. Core competitiveness is not a single point, but is composed of multiple connected points that constitute the core competitive chain of the enterprise.

So your product cannot have only one advantage, but when you promote it, you can only use a single and clear point to tell your customers.

So, when a poster has a three-second intimate contact with consumers, you must allow them to quickly grasp what you want to tell them even with just a glance.

For this poster, there are only two points that customers should feel strongly about:

1. Improved memory = improved academic performance
2. Bring your kids to listen for free

One is product features, the other is marketing strategy. To put it all together, it can be summed up in one sentence: Bring your children to try out the "Improved Memory = Improved Academic Performance" course for free. And this sentence is only addressed to parents, not children. When designing, you must also use color for visual enhancement, highlighting key points, and grabbing attention.

Once consumers can grasp the key points at a glance, the rest will be discount information and answers to any possible doubts. This is for those who are interested at first sight, don't throw it away, and want to take a second look.

Step 5: During the golden promotion period, let consumers see you repeatedly and form a memory circle

It is the nature of consumers to forget, and the point of advertising is repetition.

"I won't accept any gifts this year, the only gift I'll accept is Melatonin." This sentence has been repeated in Melatonin's advertisements for 20 years. Although it has been very effective, it has received mixed reviews. The good thing is that through constant repetition, consumers can remember it deeply, and every advertisement is a reinforcement of the brand. The bad thing is that the repeated advertising slogans, which have been broadcast for 20 years, have caused consumers to feel deep disgust.

Since repetition is the key point, how should we repeat it so that it is effective without making consumers feel disgusted?

You just need to grasp two points:

1. Repeating a single, clear selling point to the same audience
2. Set different advertising content according to different scenarios

Because the communication point is the same, but the advertising content in different scenarios is different. Therefore, although the information conveyed is the same, consumers will not feel the disgust of repetition because of the different content.

As an offline memory training institution, the coverage range is only 3-5 kilometers, so what you need to do is to carry out intensive surrounding placements in places where your consumers may appear during the golden enrollment period, so that they can see your "free trial class" advertisements whether they are in convenience stores, community gates, schools or other training institutions, or when they are browsing Douyin, so as to stimulate demand and encourage those who have purchasing intentions to spend money.

At this point, the magic of the poster to inspire purchases in 3 seconds has been fully exerted.

Author: Yi Shiwu

WeChat public account: Yishiwu