A complete guide to the marketing and promotion plan for "Avengers 4"!

On April 24, the Marvel Universe, which has been planned for ten years, ushered in the first generation of decisive battle, and "Avengers 4" was officially released! The previous preview ticket price was only several hundred yuan per ticket, and the box office revenue has exceeded 500 million yuan so far. The money-making ability of the Marvel Universe can be imagined. Let's take advantage of this momentum and do a marketing promotion !

Find the best theme elements first

1. Thematic elements

Theme name: Marvel, Avengers

Color: Red and white

Features: Ten-year layout, superhero

Related things: Iron Man, Hulk, Captain America, Captain Marvel, Black Widow, Thor, Hawkeye, Ant-Man, etc.

2. Thematic element analysis

First of all, the theme elements of this issue are a little different from the previous ones. In the past, we would directly analyze the name, color characteristics, etc. one by one, select one of them, and then refine a certain brand characteristic (selling point) to match it, and the finished marketing product would only highlight one memory point.

But the theme elements this time are different. The theme elements contain too much content that readers (customers) are familiar with, which has two consequences:

On the one hand, the more content readers (customers) are familiar with, the more elements can be used, which means that more brand characteristics can be integrated into it; on this basis, the second consequence is that the form of the marketing product is no longer suitable for a single poster, but a product form that can accommodate more brand characteristics should be selected, such as: a series of posters.

A series of posters is a concept relative to a single poster.

I mentioned a point in my previous article - copywriting and creativity are essentially works (marketing products) for readers (customers). Therefore, for businesses, how to guide customers to read, trust and even pass on the information released by businesses is the primary task of marketing promotion in the Internet era.

But why aren’t single posters enough for themes like The Avengers anymore?

3. A single poster is not enough

In this respect, a single poster has two disadvantages that cannot be ignored:

First, the capacity of a single poster is small . Brand characteristics (that is, business information) are generally large in number, which results in the inability to include all the information that readers (customers) prefer, and it is easy to ignore the needs of some readers (customers); if the author (merchant) is unwilling to abandon brand characteristics (especially selling points) and force them in, the poster will contain too much information and the highlights will not be prominent enough, resulting in readers (customers) not having any memory points, and it will still be a failure.

Second, the size of a single poster is small . A single poster is too small, especially in the Internet age of information explosion. Readers only stay on the poster for a short time and are easily swiped away. They don’t even finish reading the poster, so how can they convey business information, stimulate consumer desire and purchase decisions?

The business information is crowded together in a single poster, making it difficult for readers to read.

4. Win by the number of series posters

The series of posters can solve both problems at the same time. As the name suggests, the overall capacity of series posters naturally becomes larger as the number increases, and brand-specific business information can be placed separately in different posters. It can not only convey the information completely , but also ensure that each poster in the series has memorable information.

At the same time, when creating a series of posters, the same template is often chosen, but the pictures and texts (color matching, copywriting, selling points) are different. The same template will also make readers remember it. Moreover, this kind of templated memory point can increase the possibility of exposure when information explodes and a series of posters emerge in batches.

The series of posters of "The New King of Comedy", there is always one movie that will impress you

5. Things to note about series posters

It is not difficult to create a single poster, as I have mentioned many times before. The series of posters requires a variety of abilities, among which there are three aspects that need attention:

The first thing is to set up the same template . The role of the same template has been explained above, which is to amplify memory points through association. Moreover, setting up the same template can reduce workload and create momentum for marketing (just like unified clothing). Then it’s about maintaining the coherence of the text . Coherence means that there is a certain logical connection between each poster. In a deeper sense, there can be a plot, and in a shallow sense, there needs to be similarity. Only in this way can the poster form an overall publicity effect, just like the parallel sentences in literary works, forming an overwhelming momentum, and finally the theme brands correspond one by one . As mentioned above, the theme element contains a lot of content that readers (customers) are familiar with, which is the basis of the series of posters. If you want to incorporate a lot of brand characteristics into it, you must ensure that only one theme element appears in the next poster in the series, and a corresponding brand characteristic must appear with it.

Kaola.com's series of posters, each product corresponds to the characteristics of each character in "In the Name of People"

There are many finished product forms that can achieve the effect of a series of posters. As I have always said, the five factors that affect marketing creation, namely theme elements, brand characteristics, target audience, communication platform, and finished product form, also influence each other. This time, it is the theme elements, brand characteristics, and target audience that influence the choice of the finished product form.

As for the Avengers theme, I recommend choosing a series of posters. In the theme of Avengers, I suggest using superhero characters, especially Iron Man, Hulk, Captain America, Thor, and Hawkeye , because readers are most familiar with them and they are also the protagonists of Avengers 4. As for Black Widow, we can do without it because the name is not very good.

Then start sharing your creative ideas

(1) The Avengers

Analysis: You can use homophonic methods to imitate suitable nouns, for example, the homophonic words can be:

Alliance of Trouser Worriers (suitable for clothing or department store brands such as Taobao, Tmall, and Uniqlo) Alliance of Payers (suitable for mobile payment, including WeChat Pay, Alipay, POS machines, online banking, etc.) Alliance of Belly Worriers (suitable for takeaway or food brands, such as Ele.me) Alliance of Lonely Worriers (suitable for social and blind date brands, lonely and lonely) Alliance of Women Worriers (suitable for women's products or daily household brands) Alliance of Auxiliary Worriers (suitable for educational institutions, training institutions, and tutoring assistance) Alliance of Rancid (suitable for brands with insurance as a selling point, such as refrigerators and freezers) Alliance of Payers (suitable for brands that provide financial services to small businesses)

Note: The above is not the final copy, but a creative entry point that needs to be reintegrated based on the selling point.

You can also use the Avengers logo as an entry point:

Case: Ford series posters

(2) Iron Man

Analysis: Iron Man is characterized by being "covered in steel", which means he is stable and strong. He is protected by an iron can. His color is mainly red with a little gold. He is also a representative of technology, academic excellence, and the ability to fly.

Sprite: Red + Technology

Baidu Antivirus: Red + Able to Fly + Academic Master + Sense of Technology

Tencent Mobile Manager: Red + Can Fly

L'Oreal: Red + Armor Protection

Infiniti: A sense of technology

(3) Hulk

Analysis: The biggest feature is of course green, and green can be extended to environmental protection. At the same time, he is also extremely powerful, destructive, fearless and wears shorts.

Tencent Mobile Manager: Infinite Strength + Strong Destructive Power + Green

L'Oreal: Powerful + Shorts

Nippon Paint: Green (environmentally friendly)

BYD: Green (environmentally friendly) + fearless

Sprite: Green + Fearless

Baidu Antivirus: Infinite Power + Green + Strong Destructive Power

Infiniti: Green + Powerful

(4) Captain America

Analysis: The biggest feature is the shield, which can be extended to mean protection, care, and protection.

Tencent Mobile Manager: Shield (Guardian)

L'Oreal: Shield (Guardian)

Nivea: Shield (Guardian)

BYD: Shield (turned into wheels)

Baidu Antivirus: Shield (Protection)

Sprite: Shield (Protection)

(5) Thor

Analysis: Hammer, summoning lightning, and cloak are the biggest features. Hammer can be extended to mean thousands of hammers, and lightning can be extended to mean fast speed, high efficiency, and charging.

Tencent Mobile Manager: Hammer + Summon Thunder

L'Oreal: Hammer + Summon Thunder

Baidu Antivirus: Summoning Thunder and Lightning

(6) Hawkeye

Analysis: The biggest feature of Hawkeye is accurate archery, which can be extended to mean wise eye, precision, etc.

Tencent Mobile Manager: Accurate

Infiniti: Precision

Readers who pay attention to the above cases will find that many posters are actually part of the same series of posters, which confirms the choice of finished product form I mentioned at the beginning. There are many forms of finished products, which need to be selected according to specific circumstances.

Author: fat c

Source: Weird Brain Hole