Tell me. On the one hand, it can expand the market and increase sales as soon as possible; On the other hand, it is also to transfer the risk of new products and recover the initial investment as soon as possible. It can even be said that investment promotion advertisements have become an indispensable part of the listing of new products of many enterprises. However, there is a famous saying in the advertising industry: "half of the advertising expenses invested by enterprises are always wasted, but there is no way to know which part is wasted." In addition, there are indeed many investment advertisements in Shui Piao, which makes many enterprises have a lot of worries before making investment advertisements-how can we reduce waste? How to do it more effectively? What media are you doing? In the following, the author will talk about how to do an effective investment advertisement according to his years of experience.
Targeted: find out why you want to advertise for investment.
We can't advertise for the purpose of attracting investment, but we must make clear the purpose of advertising for attracting investment: to show the product features, to attract the "consultation telephone number" of potential customers, to serve the investment of enterprises and to improve their business performance. In other words, it is to help customers make money easily with good products with characteristics, and at the same time continuously promote their own development and growth. On the contrary, the author once saw an advertisement for attracting investment, which talked about how to make money, but never mentioned what product it was. Although there is a certain "mystery" in doing so, it makes people feel that they are suspected of "counterfeiting" and cannot achieve the expected results. By the way, we'd better check the product name or brand name carefully before advertising, because product name or brand name is very important. A good product name or brand name, while leaving a deep impression on people, can quickly and accurately express product characteristics or brand characteristics, such as "oxygen lide", which is not only easy to read and remember, but also accurately convey product characteristics. If the name is not suitable, it is better to change it to reduce the waste in advertising communication. The "oxygen rack" mentioned above is the result of changing the name.
The arrow is true: make clear who to look at the investment advertisement.
Who is the investment advertisement for? This is a very critical issue. Enterprises must understand the characteristics of target customers and how to convey information to target customers quickly and accurately. This actually involves the problem of enterprise positioning. That is to say, before making investment promotion advertisements, enterprises should first have a clear positioning, then carry out product positioning and brand positioning according to the enterprise positioning, and refine the advertising theme, and then carry out the work of "making investment promotion advertisements". Otherwise, investment promotion advertisements will inevitably be blind, which is not conducive to the maintenance of product image and the shaping of the overall brand of enterprises, and will eventually cause huge waste to enterprises.
"Seven" Note: Successfully express the advertising theme.
After defining the advertising theme, enterprises need to find a series of effective ways to express the advertising theme. There is a saying that "how to say it is more important than what to say". Nowadays, investment advertisements can be said to be flying everywhere. Therefore, in any case, enterprises must first accurately grasp one point: to make the target audience believe in their own advertising content, and not to let the target audience feel that they are cheating as soon as they see the advertisement.
Secondly, investment promotion advertisements should be carefully planned at the strategic level, and all advertising contents should come from an organic system, instead of releasing investment promotion advertisements tomorrow. Tonight, I am busy refining the theme and tempering my creativity, and then writing and designing in a panic. "Cramming for the Buddha's feet" may produce an amazing advertisement draft, but it is certainly difficult to take care of the systematicness of the advertisement, nor can it fully pave the way for future investment promotion advertisements, thus reducing the overall effect of investment promotion advertisements.
Thirdly, the title of investment promotion advertisement copy must be concise and clear, and accurately convey the "basic point" of investment promotion advertisement. For example, the title of the investment promotion advertisement of ant Chen Gu See oral liquid of Guilin Jushun Pharmaceutical Co., Ltd. is "Gold in urine, making money in two months", which not only attracts people's attention, but also intuitively conveys the "foothold" of the investment promotion advertisement: helping customers make money easily with good products with characteristics. Without this "foothold", the possibility of successful investment promotion advertising is much less. For example, Xi 'an Innovation Bio-engineering Co., Ltd.' s investment advertisement for the new diabetes drug "Kulening" capsule is titled "Kulening, the big dark horse in the diabetes market in 2004-four distinctive advantages, which are really different", which is basically a cliche. To put it bluntly, it is a relatively failed investment promotion advertisement because: ① "dark horse", "X big special advantages" and "really different" ② The expression of "foothold" of investment promotion advertisement is inaccurate and meaningless. The title of a similar failed investment promotion advertisement is the investment promotion advertisement of Shanxi Renyuantang Fuming Yi Shi Granule. The title of the advertisement copy is "National Investment Promotion, National New Drugs ……", and the title copy at the bottom of the advertisement is "Seize the rare business opportunities as soon as possible and gain market space as soon as possible", which is also lack of creativity and cannot attract readers to understand the product information in depth in order to achieve the purpose of successful investment promotion. However, this investment advertisement is still very desirable, that is, the advertisement design is very concise and refreshing, and a short stay in a pile of investment advertisements can still attract readers' attention. Here are two successful copywriting titles for your reference: "The liver is too tired, hurry to wash the liver" by Jilin Yatai, "Jeans that can lose weight, the market is absolutely dazzling" by a company, and so on.
Fourth, don't be so secretive that the East wants to talk and the West wants to talk. As a result, I can't say anything clearly What is more noteworthy is that due to the accelerated pace of modern life, most people are disgusted with the dense text, and investment advertisements can be seen everywhere. It can be said that few people are willing to read this kind of advertisement seriously to get to the bottom of it. For example, I once saw an advertisement for investment promotion of Beijing Lan Yi Angel Biotechnology Co., Ltd., which was not only wordy and dense, but also wordy and confusing. But from a professional point of view, the author can understand its practice, that is, it is impossible and unwise to express all the useful information of the company only with half-page advertisements. It is impossible to include all the contents that the enterprise wants to express in the investment advertisement, otherwise the enterprise will not need to interview customers. The biggest function of investment promotion advertisement is to accurately convey the reliable selling points of products and the reasons and guarantees that customers can make money easily and safely, and then attract customers to make a phone call, and the rest can be solved by telephone communication or face-to-face communication. Therefore, we can draw a conclusion from it, that is, don't "greedy" advertising for attracting investment. We should make it clear that the most important point is that customers often call for advice, which shows that the advertising campaign for attracting investment has been successful.
Fifth, the design of investment advertisements should be illustrated and illustrated, which is helpful to show the strength of enterprises. In recent years, there has been a saying that it is the era of reading pictures. Although I don't fully agree with this statement, because I firmly believe that the charm of words can never be really replaced by graphics, I still agree that this statement attaches great importance to "pictures". Moreover, it must be emphasized that "illustrated pictures" should first help attract readers' attention and show the strength of the enterprise, and at the same time be closely related to the advertising copy, and must not deviate from the expression theme of the advertising copy or the theme of the product. For example, a company flaunts itself as an internationally renowned brand, but its image quality and design level are "impolitely" slapping itself in the face.
Sixth, don't learn the "grandiose style" in the content of investment promotion advertisements. Looking through investment advertisements, it is not difficult to find that the "exaggeration" of advertising content is getting more and more serious, as if each of us can become a multimillionaire overnight. In all fairness, there are basically no unadorned and exaggerated advertisements, but they must be controlled within a certain range and cannot violate the law, morality and conscience. In addition, customers are more and more rational, and their ability to identify "grandiose" advertisements is getting stronger and stronger. In the long run, "grandiose" advertisements will inevitably be despised and spurned by customers, making it difficult to attract investment. In other words, to take a step back, even if some customers are unfortunately "cheated" and "attracting investment" is successful to some extent, after a period of time, if the promise cannot be fulfilled, it will naturally "show the cloven foot" and the enterprise will inevitably be abandoned by the market.
Seventh, we should pay attention to the details of investment promotion advertisements. For example, the telephone number of a company's investment advertisement does not have "area code"; There are 8 typos in the investment advertisement copy of a company; The headline of a company's investment promotion advertisement promises to earn "880,000" a year, but the article only mentions "750,000", and so on. Although these mistakes are not "big", they are enough to reduce the confidence of the target audience in the enterprise, because there is no reason for others to believe that a company that ignores details like this will have any really good products.
Pursuit of "spelling": determine the media combination and schedule. With a series of carefully prepared investment advertisements, we should consider where to put these advertisements. This requires manufacturers to find the right media, determine the correct and reasonable media combination, and arrange the advertising time well. Details are as follows.
First of all, enterprises must carefully investigate and understand the living habits of the target audience and choose the media that the target audience often reads or contacts. For example, if you want to advertise a "slimming" device, you must investigate and analyze which groups are most concerned about the advertising of "slimming" devices and the media they often contact.
Secondly, we must determine the correct and reasonable media combination. The target audience often contacts more than one kind of media, which requires us to make the necessary combination. Manufacturers choose more media, such as sales and marketing, modern marketing, China Business Opportunity Express, public investment, commerce and so on. These media have a wide readership and have their own characteristics. In the actual selection process, it is best to make targeted selection to improve the advertising effect.
Finally, according to the actual needs and the cognitive principles of the target audience, the advertising time should be arranged well. In order to strengthen the investment promotion effect, under normal circumstances, investment promotion advertisements will not be released only once, but regularly at a specific time or throughout the year. Therefore, it is necessary to make a reasonable advertising schedule according to actual needs. Invest more in key periods, such as before the investment promotion meeting, many people pay attention to investment promotion advertisements. In order to fully display the strength of enterprises in the target group and quickly improve their popularity and reputation, enterprises have to increase the density of advertising, and at other times, they can be placed at intervals. As for how to determine the interval, it needs to be determined by combining the cognitive principles of the target audience and the actual financial resources of the enterprise. Limited to space, I won't go into details here.
To sum up, the classic business planning business management experts talked about four main points of making effective investment promotion advertisements, namely, figuring out why to make investment promotion advertisements, making clear who to make investment promotion advertisements for, successfully expressing the theme of advertisements, and determining the media combination and arrangement, but there are still two points that need to be supplemented simply. First, enterprises should carefully monitor the effect of investment promotion advertisements after they are put into operation. If the effect is not good, find out the reason, adjust the advertising strategy in time, and reduce the loss; Secondly, in view of the decline of the overall advertising effect, the author suggests that enterprises should strive to attract investment through effective public relations events in order to achieve better results.