How to put the advertisement correctly when the Spring Festival comes

More and more Internet companies are starting to choose to put on TV commercials.

The internet has been the life of all traditional media except television. Most of the traditional newspapers and magazines fade out of People's view, the newspaper pavilion is gradually reduced until the shutdown, and only the television media stand still--its media value, far from not reducing, but in the year increasing. TV Media hit the program, often become the Internet hotspot, TV advertising prices are higher, but the enterprise repeatedly increase, in addition to traditional enterprises, internet companies are also beginning to put TV ads. The reasons are:

Internet products do not lack of flow, but lack of brand, television advertising is the best way to promote the brand;

Internet products are not lack of users, but lack of trust, a few seconds of television advertising can deepen people's impression;

Holidays, especially the Spring Festival, Spring Festival Gala, is the best time for major internet companies to bombard viewers.

A friend of mine, "Zhi Guo", just run the whole process of TV advertising, and share the following experience, available for later reference:

1, the battlefield of the Internet, burned to the television

From the beginning of February to the Spring Festival Gala, you will find that many and 20 Internet brands appear in the television media, began to put on the advertising war. 2015 is the most lively year, on the one hand is the maturity of creative advertising, such as "tourism", "double 11" and other tear-force war, on the other hand is the extension of advertising carrier, from the Internet to television.

2, invisible and dominant, different forms of advertising

A kind of advertising is invisible advertising, such as Tencent, Ali has talked about, in the Spring Festival Gala to the National People hair red envelopes, this hidden secret of red envelopes, the effect of surprisingly good, but also only tyrants company can operate, at any cost of billions of dollars of input, still not counted as advertising fees; there is also a dominant advertising, that is, a few seconds to a few 10 seconds of advertising film, Most Internet companies will choose this kind.

3, the choice of channels, see the purpose of the launch

If you want to cover the national crowd, to vote CCTV, if you want to cover the young group, on the investment in Hunan TV, Zhejiang TV this category. And most Internet companies choose the latter, the main group of young people. There is a saying, who has the youth, has the future. Choose to put channels, in the advertising spokesperson should also choose to match, such as the launch of Hunan TV preferred "Run Brothers" contestant, Zhejiang TV preferred "China good Voice" singer.

4, the form of advertising, the first choice is "remember"

Advertising in various forms, there are several 10 seconds of micro-film, there are continuous duplication of business slogan, star endorsement and so on. As far as I am concerned, we choose endorser Advertising, because the core of advertising value is "remember". The spokesman is the focus of the people's attention, their product publicity, can play a joint "remember" effect.

There is a real case, an enterprise launched nearly 50 million yuan, in addition to the propaganda brand of a bit of a mouthful of slogan, is some beautiful picture, and then in people's impression nothing left, quickly flashed past. General advertising is a lot of put together, people can not focus on each of the ads, some ads have stars, the audience is more easily attracted, and then focus too much, the next no star ads to relax, so many ads become the victims of attention fluctuations. We studied Hunan TV's popular programs, found nearly 10 internet brands of advertising, which Su ning that seems to be a sheep starring, almost did not think of it.

5, the spokesperson's choice, see long tail effect

Spokesperson's three choices: ordinary actors, stars and their own corporate CEO. From the cost point of view, corporate brand spread less tens of millions of advertising costs, more than billions, the cost is not small. If the advertising spokesperson to find ordinary actors, may be counted to the production costs, if the star endorsement, less millions of, many tens of millions. However, you do not look more money, but compared to your advertising fees, may be 1/10, or even lower, so the cost of expenditure from the general direction is still acceptable, so the effect? Other people's data we do not know, but as individuals we have to judge the advertising, the spokesperson can bring a deep impression.

For example, talk about a brand, I will think of a star image, some years after the mention of someone can remember. There is a reason, that is, the popularity of their own stars is very high, and since it is still in the entertainment circle, there will be many constant exposure, frequent appearance, so also more easily deepen the impression. In other words, even if the star does not give the brand endorsement, but the star as long as someone remembers, this endorsement activity also has a certain long tail effect.

But if you let business executives to endorse it? It seems that the Internet is more popular before, but think about tens of millions of of advertising fees, used to publicize their own, and they are so not entertaining face, if Leng pretend to be entertaining is still very lame, or forget it. Let the enterprise boss choose his own words, he will also feel that the spokesperson to shoot ads better than himself. Individual endorsement can be, but also need to image fit;

6, advertising mode, pay attention to the "power of Sound"

We all know that human behavior patterns are divided into visual, auditory, sensory (tactile), ads can not touch the user, the lack of the hearing type is certainly a big loss, because or that point of view, People's voice is most sensitive, so Baidu used the Lou warm tone of "go out on Baidu map", the palm Read with Han wise tone " The mobile phone reads with the palm to read ", uses to deepen the impression." Therefore, some friends have been unable to remember the Korean star endorsement of the products, because ... They are not fluent in Chinese.

Deep in my head, I still remember, more than 10 years ago in the winter in Japan to see an advertisement, a middle-aged actor wearing a turtleneck sweater, hit a finger, lit a flame, "Tokyo gas!" It was over, but I remember, because it was so cold in the house that I felt a glow of warmth as I watched the flames and turtleneck sweater and the smiling face of the actor. Think back, people are the most sensitive to the face of the people, especially the high value, elegant hairstyle, dress neat people, give people more profound impression.

7, to measure the effect of advertising, to users or to pay attention to

How does a TV advertisement measure the effect of advertising? In general, you can only measure the focus and not measure the user's increment. For example, a mobile app product, after advertising, Baidu Index increased 1.5 times times, but its user volume is not significantly increased, even if the increase will lag for some time, the middle is also affected by other factors, such as the change of the new version, the application of the market itself and so on.

If you can't bring new users, why do you still advertise on TV? For most Internet brands, on the one hand, TV viewers and their own users are two different groups, even if the two groups overlap, but the dimensions of attention are different, through television advertising can be through another dimension to attract new and old users; Television advertising is not suitable to bring users, but pay more attention to enhance brand attention, attention has, follow-up can slowly affect the user increment.

The tyrants company sends the red envelope the form to be able to educate the user directly, does not have the universality. And some daily necessities of television advertising, such as shampoo, through the embodiment of the description, is directly able to bring users. The main battlefield of the Internet, or on the Internet, television media, is only an extension of the brand war.