Nongfu Spring Advertising and Marketing Guide!

How important is the slogan? This article explains how good slogans can bring many benefits to a brand. In fact, familiar slogans have rules to follow and they also have "routines and strategies". Let's take a look.

1. Repetition and classics: the more repetition, the more classic

In his book "Thinking, Fast and Slow", Kahneman pointed out that human beings are biological beings and must remain alert in their living environment. Repetition will induce a sense of comfort and familiarity in cognitive relaxation. When a piece of information appears repeatedly without bringing bad results, it will become a safety signal. Over time, what is safe is good, and what is familiar is easy to like - this is the concentrated exposure effect and repetition effect in psychology.

• Continuous repetition is the continuous creation of familiarity
• Repeatedly, you become familiar with it; familiar with it, you like it; like it, you buy it.
• The more you repeat, the more familiar you become; the more familiar you become, the more you like it; the more you like it, the more you buy it.

In fact, those successful brands, whether in traditional media or new media, whether in pictures and texts or short videos, have a deep and simple understanding of the importance of repetition, from not accepting gifts this year, to drinking Wong Lo Kat for fear of getting angry; from anti-dandruff, Head & Shoulders, to Heng Yuan Xiang, Yang Yang Yang, they never get tired of repeating it over and over again, even to the point of being vulgar - even if it is vulgar, it is really effective.

1. Swallow dance, swallow dance, a song brings a feeling

This is the advertisement that I remember most clearly; the 1980s was an era of widespread publicity. If you wanted to do business nationwide, you couldn't just advertise in the county. At that time, a single advertisement could make a fortune.

Because being "first" always has the first-mover advantage. When your competitors are silent and you speak up, it will be easy for you to stand out. Even though it is said that half of your advertising budget is wasted, advertising still plays a role for mass consumer products - advertising is not about creativity, but about money.

No matter how good the idea is, it will be useless without funds. We have to use 1 yuan to create the idea, 10 yuan to make an advertisement, and 100 yuan to run an ad. Advertising is like marching, the food and fodder must be sent before the troops move forward. Hengyuanxiang, Sheep Sheep Sheep; Hengyuanxiang, Ox Niu Niu Niu. Even though it is widely criticized, it is effective as long as there is money; the longer it lasts, the more effective it is.

Many people will talk about reputation, and will even tell you the relationship between popularity and reputation. In essence, there is only one degree for an enterprise, and that degree is awareness, that is, consumers' awareness of the product. This degree is never enough.

2. Qinchi Wine

Sometimes it is not a good thing to win too many bids. To expand the market, you need bold strategies and large production capacity. A brand collapsed due to an investigative article written by a reporter. The reporter's writing really shows the fickleness of the world and the mighty forces behind it. You can’t blame others, it’s because your own moat is not high enough or deep enough.

The alcoholic beverage market is huge, and the bigger the market is, the more opportunities for segmentation there are. You talk about a man's mind, and I say tolerance is the key to success. The market is not created by competition, but by segmentation and positioning. Every iteration of media is an opportunity to occupy a blank mind.

3. Aido VCD

Market pioneers often become martyrs. As the saying goes: One general's success is the result of the sacrifice of hundreds of soldiers. Anyone who wants to educate the market may be educated by the market. Aido created a large market but was eliminated by latecomers. There is only one step from being a pioneer to being a martyr, and that is to capture consumers' cognition. You can't just occupy the market, you also have to be the first to occupy consumers' cognition.

In addition, sometimes the big market is not as important as the big trend. Xiaomi is not the first to make smartphones. However, it was the first to discover another new trend of consumption upgrading (the general public’s demand for cheap smartphones, and Redmi was Xiaomi’s first step in achieving success). So, it’s better to say that there is no vision rather than no market.

Lei Jun said that if you stand in the right place, even pigs can fly - what is the right place? It is the trend. But then again, this is ability, not luck. Luck is a humble word used by successful people, while fate is a scapegoat for losers. People always like to use the success of others to find reasons for their own failure. Successful people may not be completely right, but they are definitely not as wrong as you.

4. Nescafe coffee, tastes great

80% of human behavior comes from suggestions, this is naked suggestion. Maxwell House was the first coffee brand to enter China, but it made the wrong advertising: every drop of coffee is rich and delicious, leaving you wanting more. When awareness of new products is low, simplicity and crudeness are effective; the simpler and cruder the approach, the more effective it is. Consumers are lazy, so don’t let them think, especially when it comes to new products that appeal to their emotions. It is better to focus on functions and pain points than on emotions.

Nestlé is simple and crude. No matter whether you think it tastes good or not, let me tell you first: Nestlé coffee tastes great - it's that simple and that crude. The same goes for Master Kong’s braised beef noodles, which taste just like this.

5. Nongfu Spring, a little sweet

In fact, Nongfu Spring hasn’t run this advertisement for 7 years. However, in the minds of consumers, this sentence is still deeply embedded there like a nail.

From "Nongfu Spring is a little sweet", to "We don't produce water, we are just nature's porters", and then to "What kind of water source breeds what kind of life." The development of a brand requires more macro-narrative capabilities and language expression support.

We never produce water, we are just nature's carriers. It reminds me of Evian. High prices require support from narrow channels and high-potential channels. Evian is not only successful in pricing, but also in channels. From this perspective, Nongfu Spring can be considered to be an attack of lowering dimension.

Don’t talk about innovation, first you must learn to imitate, imitation is innovation. "Shanzhai" is not necessarily a derogatory term. If it can be done well, it is authentic; if it cannot be done well, it is a real shanzhai - for enterprises, imitation is innovation, and innovation starts with imitation. Great art comes from great plagiarism.

6. I won’t accept any gifts this year, except Melatonin

Consumer roles are divided into: information collector, decision maker, purchaser, user, evaluator, and disposer. Understanding the consumer's purchasing role is the basis of advertising communication.

Communication and audience are the key to marketing. Many communications express the wrong emotions and convey the wrong meanings. Many companies have only done broadcasting and are far from reaching the level of dissemination. So from now on, we should look at transmission and broadcasting separately. Word of mouth is the goal, and being catchy is the key.

7. Li Lang: More is confusing, less is clear, simple but not simplistic

What a great slogan, what a pity for Lilang (business men's clothing). Advertisements are great, but what is the purpose? (Let brand = category, let brand occupy characteristics) I thought it could become the nation's No. 1 business men's clothing brand, but I missed the opportunity because of one new advertisement per year. If it were me: more is confusing, less is clear, simple but not simplistic, Lilang business men's clothing, once you make it, it will last for ten years.

Look at Melatonin. Their advertising is all about building awareness and occupying cognition. A lie repeated a thousand times becomes the truth. This does not mean that it is difficult to distinguish between truth and falsehood, but that cognition is developed over a long period of time and in a steady state. Therefore, Chairman Mao said: We must talk about the struggle against the enemy all the time and recite it every day. This is a plain truth, a simple principle, and great common sense.

8. Wanglaoji: If you are afraid of getting angry, drink Wanglaoji

From drinking Wanglaoji when you get a sore throat to drinking Wanglaoji when you are afraid of getting a sore throat, the difference of just one word has really made it popular all over the country. The need for safety is second only to physiological needs in Maslow's needs. The need for security is all about fear. Putting needs first rather than functions first is not just about marketing, it is more about psychology. So, what is marketing and how to do advertising depends on your own level.

9. For dandruff treatment, I only trust Head & Shoulders

This is a typical function-first approach, although it is not a good one. But it has not changed in 20 years. Stars may come and go, but the slogan remains the same. No matter how bad it is, it has stood the test of time.

The reason why Head & Shoulders has become successful is still due to its continuous advertising and informing consumers. Can your advertising last for 3 years without changing? Can it remain unchanged for 5 years? Can it remain unchanged for 10 years? I think the answer for most companies is no.

Why not? Because we always want to seek innovation and change, always want to be the first in the world, but we forget that the value lies in what is unchanging, and only what is unchanging can create value.

2. Demand, Competition, and Words

Most advertisements are not messages to potential consumers, but rather the business owners themselves speaking to themselves. It's not that the product is really good, but that the advertisement is really good. This is extremely insulting to the company. A slogan is not just about coming up with a nice word but rather a combination of insight, opinion, and words.

• Demand Insight
• Competitive Insights
• Penetration of words

A good advertising slogan is first and foremost a sales slogan, which publicizes the reasons for purchasing the product. We should start from demand and competition and organize language around products, rather than around intangible and invisible emotions and feelings. The function of advertising is to amplify information, and placing advertisements is to amplify the reasons for buying products.

Either stimulate potential demand (afraid of getting a sore throat, drink Wanglaoji) or clarify the competitive substitution relationship (for high-end decoration, don’t use marble, use Jianyi), thereby achieving two goals: convey unique value and give consumers clear reasons to buy.

1. Deliver unique value and give consumers clear reasons to buy

The first is the insight into demand. Only with the insight into demand can there be insight into competition. Finally, it is the technology of words. Advertising slogans serve the products and assist in sales, but the core is to convey the question of why people should buy from your company. Without insight, advertising is just wild creativity. Creativity cannot be copied, and advertisers are not artists but craftsmen. They start with demand and end with reasons for purchase.

• The information should be simple, high purity and single
• Either focus on functions and benefits; or clarify competition
• Structural language, colloquial expressions, differentiated reasons for purchase

In addition, advertising is first a question of cost, secondly a question of communication efficiency, and thirdly a question of repetition. Why is it a cost issue? The reason is simple: investment costs money, whether it is the exchange of resources or the purchase and sale of real money.

The full page is different from half page, the front page is different from non-front page, 15 seconds is different from 5 seconds. For example: for a 15-second ad, if you divide it into 3-second units, it can be played 5 times for 15 seconds, and if you divide it into 5-second units, it can be played 3 times. This is a matter of efficiency. Finally, it is a question of repetition. Without repetition, there would be no memory and cognition. Forgetting is human nature.

3. Routine Play

1. If you are afraid of getting angry, drink Wanglaoji: demand + verb + brand name

Even though we emphasize the value of the brand, we must still be aware that consumers are more concerned about the needs themselves and a certain state of unsatisfaction. Therefore, the starting point of an advertising slogan is not the brand, but the demand; not the product, but the pain point, but the end point must be the brand.

• To put it in the language of the Internet: demand is the traffic entrance, and brands undertake the traffic.
• Consumers often focus on themselves first, and unmet needs are the door to their minds.
• Insight into demand is the starting point of advertising slogans, and key verbs are the back-up moves.

The slogan begins with the state of unmet consumer needs, the middle is how to open the product, and the end is followed by the brand name. That is: afraid of getting angry + drink + Wanglaoji. The key point lies in the description of the needs. If the fear of getting angry is changed to reducing or preventing angry, the coverage of the potential population will be at least 100 times smaller.

• Security needs are basic human needs
• The way to stimulate demand is to amplify fear 100 times

Similar ones include:

• When you feel sleepy or tired, drink Red Bull
• For bloating and indigestion, use Jiangzhong Jianwei Xiaoshi Tablets
• Protect your throat with Golden Throat

2. This year, I will not accept any gifts during the Spring Festival. If I do, I will only accept Melatonin: occupy the scene and provide solutions

• What is the scene, time, place, people, events
• Scenarios are the embodiment and concretization of needs

"Giving gifts" is a typical scenario. When it comes to "gift giving", one naturally thinks of festivals, asking for favors, first meetings, relatives and friends, big and small bags, and smiling faces. At this time, there is no need to repeatedly raise the issue of needs. What consumers need is reasons for choosing and solutions.

• In the "Giving Gifts" screen, the four elements of time, place, person, and event are all present.
• Occupying the scene is to provide consumers with a solution

In specific scenarios, the needs have become clear. What is needed is a solution, either a product or a service. There are countless specific and concrete scenes in life. Discover the scenes, occupy the scenes, and provide solutions - scenes are the most direct way to awaken needs.

Similar ones include:

• See patients and send Chuyuan
• The noble person comes, Shangjin Maotai
• Hot, cold, sour and sweet, eat it whenever you want, cold, sour and sweet

3. Baidu: noun verb, occupy the root

The competition in business is a battle of categories and characteristic words. The essence of advertising slogans is to occupy category words and characteristic words. All routine forms and creative expressions must conform to the essence of the content. The essence is: occupying the root of business. Head & Shoulders occupies the market of dandruff removal, Baidu occupies the market of search, and Didi occupies the market of travel.

• Consumers’ needs are met by the category attributes and characteristic benefits behind the product.
• The progressive relationship between demand, category and characteristics is the inherent logic of advertising slogans

Similar ones include:

• Didi, set off immediately
• Get started right away
• Just search Baidu and you will know

4. Yunnan Baiyao Band-Aid, medicine will cure faster: competitive substitutability

The first question in business is where do your customers come from? From your competitors. The purpose of competitive advertising is to convert competitors' consumers to mine. This type of advertising must give consumers clear reasons for conversion, which are functions, benefits, and value points that competitors' products do not have; they are substitutes and replacements for similar products.

In the past, people said that the old would not go away before the new would come. Now, the new will not come and the old will not go away - innovation makes sense.

Similar ones include:

• For high-end decoration, use Jianyi marble tiles instead of marble
• Installing floor, afraid of high temperature release of formaldehyde, use Jiusheng solid wood floor heating floor
• Cordyceps sinensis, start eating it now
• If you don't want to be president, you can be an advertiser.

The earliest advertisement for Cordyceps sinensis claimed: It is better to hold one piece in your mouth than to chew seven. The emphasis is on higher, faster, stronger. But "more" is still competing in one dimension. It's the same if you just take it and eat it. Competition in different dimensions is often more efficient. It implies that the competitors' ways of eating are old, outdated and outdated. Now we start to eat it with our mouths on, and innovation makes sense.

5. Only one kilowatt-hour of electricity per night: a dramatic expression of function, benefit, and craftsmanship

Pick out a certain point in the product's raw materials, materials, production, technology, and process, and magnify it in a dramatic way. The reason for using a dramatic approach is to maximize the signal and attract consumers' attention. However, this kind of dramatic expression of a product's functions, benefits, and craftsmanship must pay attention to a key issue: it ultimately comes down to the characteristics that the product is to possess.

For example: just sunbathe here, the core of sunbathing for 180 days is to occupy freshness, rather than just staying at 180 degrees; charge for 5 minutes, talk for 1 hour, the transmission is behind the fast charging; 27 layers of purification, behind it is the purity of pure water.

Similar ones include:

• Sunbathe here for 180 days
• Charge for 5 minutes, talk for 1 hour
• Robust, 27-layer purification

Author: Houshan Guest House

Source: WeChat official account: "New Consumer Brand Research Society"