Who Is Wasting Advertising Fees?

At the end of the nineteenth Century, John Wanamaker, the father of the department store in America, sighed, "I know that half of my advertising expenses have been wasted, but the problem is that I don't know which half of it is". John,

Over one hundred years, many enterprises

Have only

If we want to succeed in marketing, we must let the customers understand and have good feelings and trust for the brand. The ability to integrate information to the customers around this task can be called communication power.

Of course, advertising is the most important part of communication power, but advertising can only get the popularity of the brand. To enhance its reputation, there must be a strong combination of product strength.

The power of communication is what you say and how you say, product power is what you do and how you do it.

Faced with a lot of exaggerated advertisements, suspicious customers should not only listen to their words before buying decisions, but more importantly, watch them.

It is also reasonable to inquire about other customers' experience and try to gather more information about product and service quality.

For example, state-owned banks, postal services, insurance, electric power and other institutions, because of its large number of service stores, itself constitutes a communication channel, so they do not lack popularity, but reputation.

In such a case, the importance of advertising is not significant without vigorously improving the standard of service, because even if the advertisement appeals to the audience, it is still indifferent, perfunctory and bureaucratic.

It is not only advertising, promotion, public relations and other activities that have the power of pmission. If used properly, 4P (i.e. products, prices, channels and promotions) can be used as a communication tool.

Good marketing makes sales redundant, and good products have a certain power of pmission.

A bright design, a long-awaited function, can make the product quickly gain popularity and reputation.

WAL-MART and Starbucks never advertise, because they have a large number of stores, uniform logo and image constantly repeat in front of consumers, which is equivalent to continuous promotion of enterprises.

Pricing can also become a means of communication. If the price is very high or very low, it breaks through the scope of valuation of similar products, it will also impress people, and as a new thing, word of mouth, of course, the high price should also give a credible reason for value for money.

More effort and more effort

To minimize the waste of advertising, we need to achieve accurate dissemination. We need to monitor the advertising effect in a timely manner and take measures to continuously optimize the advertising effect.

These businesses are very mature in developed countries in Europe and the United States, and their turnover accounts for 10% of the total advertising turnover. The aim is to reduce the blindness and ineffectiveness of advertisements.

This is like launching a missile. After launching it is like sinking into a cost after advertising. To ensure certain accuracy, there must be a targeting, feedback and correction system. Money in this area can not be saved.

To achieve accurate dissemination, we need to achieve precise audiences, precise timing and precise selling points.

To identify the audience, we must choose the right media. The requirement is "only choose the right ones, not the expensive ones".

For example, some construction machinery for business sales, its market is very narrow and professional, perhaps in industry magazines or trade fairs to promote more effective, if in mass media such as television advertising, think about it, see the audience of advertising, several have the opportunity to participate in such a purchase decision.

Precise time is to keep the best time for customers to purchase decisions. For example, when a commodity is positioned as a gift, it is necessary to choose the annual gift season before the arrival of the gift season, such as the Spring Festival or the Mid Autumn Festival. Before several weeks, the frequency of advertising will be increased, and the massive promotional activities will be launched.

This kind of pulse advertising is very suitable for seasonal products, and its effect is much better than the average annual delivery.

The accuracy of selling points is the most appropriate reason to buy customers. The main reason for poor advertising results is that the demand is not accurate, not sharp, and can not be overlooked.

Today is the era of advertising flooding. Some advertisements have no impression at all, or they have no desire to buy.

This requires enterprises to make more efforts in advertising creativity, refuse mediocrity, and pursue the effect of blockbuster.

Enlightenment from several enterprise cases

Mengniu Dairy industry is a master of publicity. In the early 1999, more than 300 billboards were built on both sides of the Hohhot Avenue overnight. When the public went out in the early morning, the ubiquitous "second brand of Inner Mongolia Dairy" was impressive and could be remembered for a long time.

Subsequently, the success of the "God 5 flying" and "super girl" draft activities were all spectacular, and they had made great contributions to the rapid growth of sales for many years.

Hainan health hall attaches great importance to the creativity of advertising, so as to create different selling points for customers to buy.

Its farmers' mountain spring appeals for "natural mineral water". It is famous for its advertising word "farmer mountain spring is a little sweet". Why is it sweet?

Because it is natural mineral water, contains a variety of trace elements, so the taste is different from other water.

"Doer" is closely related to women's desire for beauty, and puts forward "beauty from inside to outside", compared with other health care products that only make facial expressions, and a high strategy in concept building.

Farmer's orchard advertisement is "shake before drinking". Why shake?

In essence, it implies that more fruit and fruit grains are contained in the fruit juice, which is more nutritious and healthier.

The marketing of enterprises needs to be "right and unconventional". In terms of product quality and customer service, we must be honest and not cynical.

But in marketing innovation, we should not be too rigid and follow the rules.

According to the June 20th "IT times" report, Guangdong BBK electronics has launched the advertising campaign in 2011, almost occupying the title and sponsorship of all the popular TV programs in China. The industry estimates that the cost will reach 1 billion yuan.

To succeed in marketing, investment is needed in many directions. If we invest too much in one aspect, there will inevitably be a diminishing marginal utility.

1 billion yuan is not a small number, especially in the meager profits of the electronics industry, perhaps BBK's management should think about it: if we take out 10 million to make a good advertising idea (not limited to TV advertising, viral marketing, event marketing can be considered), or take 1 hundred million to develop several amazing mobile phones, maybe saving 500 million yuan advertising fee, at the same time, we can also maintain the current sales performance.