Advertising marketing planning How to do a good job

Thanks to television, newspapers and other media, people now have the instinct to automatically screen ads. True, media can not be separated from advertising, but now do a popular advertising is more and more difficult, advertising industry masters are still yelling "creative, creative", but, no matter what you say is Mars hit the Earth, or extraterrestrial in Fei Xian, we have been numb-advertising you also believe AH?! The reality that the gurus are particularly unwilling to face is that you just act like an ad and people will "click" On You. How to do marketing in the age of advertising? Try the following kinds of advertising http://www.aliyun.com/zixun/aggregation/8118.html "> Marketing methods:

"Sustained marketing strategy"

Whether it is event marketing, implants, advertising, promotions, sponsorship or PR, should be put to the brand's strategic level, otherwise, it is easy to "hit a gun, change a place", this means does not work, to find the next, forever stay in the endless "see recruit" tactic rhythm.

"Excuses" are important. Unified petrochemical industry in Iraq after the outbreak of the first time to launch the sentence "A little more lubrication, less friction," clever combination of products, timing, in the short term let the United lubricants attract a large number of the audience's eyeball, greatly enhance the reputation. The big headache for businesses is that such explosive news as "the death of Osama bin Laden" cannot be used effectively.

The next marketing must be based on the last marketing. Only constantly sublimation, up to the strategic level, you can create effective news and brand Word-of-mouth, in order to let consumers continue to pay attention to build a consumer trend, a wave more than a wave higher than the "bombing" of the Thunderbolt, the Thunder is amazing but is not willing to rain.

"Trend Leader"

Marketing planning is not a stand-alone concept, but also pay attention to its related means of communication-enterprises not only need to create events, but also to carry out effective communication, such as the trend of leadership.

First, you need to pick people who can make public opinion, or who can quickly diffuse public opinion. For example, the star, the successful person, the television host, the Night shop tide person, looks like your glossy white-collar, the friend many people, can let you quickly integrate into his friend circle person ...

Second, let them bring the brand into the market. Let them eat, wear, and use corporate brands in public places. But remember one, do not use arbitrary advertising to express. Young people nowadays are disgusted with "being educated".

In games and parties, such communication is especially effective: when you put yourself in these situations, you will be tempted to converge with others.

Of course, the old woman suffering from rheumatism will be different. She would stay at home, watch the "certified" medical shopping ads, and then hit the phone at the bottom of the screen--as education levels increased and the media grew, that would be less.

"Viral transmission"

The most credible and most explosive of the consumer's word-of-mouth communication is beyond doubt. Its shortcomings are unpredictable, uncontrollable, and time can not be determined with you. Worst of all: the shortcomings of any brand, spread will be faster than the advantages, generally 10 times times the latter.

When someone likes the brand very much, and he wants to make the same person who is interested in the brand, he will spread it autonomously. such as music, wine, paintings, collections, a special kind of food, and so on.

How to let him spread spontaneously? This is a difficult point--a lot of things, consumers are not very interested in, not worthy of him to waste time.

Media launch

There is only one item in the media that is clear-television advertising.

A lot of TV shows are competing for ratings. Yes, people watch TV when they're on TV. But what do people think in their heads?

Ferguson is a celibate, but very much like to see the honest do not disturb, but it is with friends at home drinking time. The question is: do they chat more or want to watch TV? What kind of impression do they make when advertising?

Therefore, not only do you need to find interest in the audience, but also to the audience interested in the combination of media programs, each type of audience to see the program is different, according to the peak period to buy advertising media era is gone forever. And how to arrange the ads in the media, the prevailing view is: either start the last advertisement of the program, or the first one to finish the show.

"Brand Awakening"

Brand, the need to awaken the heart of a consumer has a concept, so that the brand with this concept can be linked. Of course, the consumer's duration of attention is not long-paradoxically, the brand will be awakened when confronted with a situation similar to the concept.

"Sending a gift to the brain Platinum" is a good use of this mechanism. Once the agency is in the consumer's mind, whenever he thinks of "giving gifts," the agency will start the next step-"melatonin".

When it comes to melatonin, you have to say golden wine. Brain Platinum sales Good reason, not only is the bombing of the advertising effect, and it was just born when the soft paper matting. When the brain Platinum is launched, the newspaper or the main media, the above soft text can be convincing.

And for gold wine, "Send Elder, Golden Wine" on the lack of strong support points. The "Five grains, six-flavor supplements" that are advertised on television, or in other media-such as soft text on the Internet-are not immediately effective-people today are too allergic to the soft text of the Internet. Gold wine did not make good use of the tipping point, but to take a more objectionable media, "bombing-type" education, with little effect.

"Good add to the partition"

Brand lighting is not enough to wake up, you also need to partition. Even if you're implanted.

"Crazy Stone" in the long hair of the migrant workers shook their own clothes, said the sentence "brand, Baleno." This sentence, will let your enterprise never be reborn. And business estimates have not yet returned to the taste: why our products do not sell it?

The consumer defines the brand, and the use of the environment defines the behavior of consumption. It is best to give the brand district a use environment, the initiative to abandon the Non-mainstream consumer groups.

News from the BBS: "Since the World Cup in South Africa, a group of ' football team, the team LV equipment ' picture was crazy biography ... The recent statistics LV mainland sales plummeted 48%. "So," LV France headquarters today called the China agent, asked to PR all about the national football and LV pictures and network content. ”

Also unlucky to have BMW. BMW has become a symbol of nouveau riche to some extent in China, which is the definition of the brand by consumers. "Ultimate Driving" is gradually replaced by the "arrogant", "black Sheep" of the various adverse consumer definitions.

Advertisements have been separated by the public. Your brand, it's best not to make the same mistake again.