Using the President as a salesman
A publisher in the United States had a batch of unsold books for a long time, he suddenly came up with an idea: send a book to the president, and repeatedly ask for advice. The president, who was busy with affairs, did not want to be involved with him, so he replied: "This book is good." The publishers advertised, "Existing presidents' favorite books for sale," and the books sold out.
Soon after, the publisher had another book that he could not sell, and sent another to the president, who, having been elected once, tried to taunt him by saying, "This book is terrible." The publisher heard about it and ran another advertisement: "Books that the existing president hates are for sale." Many people rushed to buy out of curiosity, and the book sold out.
The third time, the publisher sent the book to the president, the president accepted the lessons of the first two times, and did not make any reply, but the publisher made a big advertisement: "The existing book that makes the president difficult to conclude, want to buy as soon as possible" unexpectedly was snapped up again, the president laughed and cried, and the businessman made a fortune.
The relationship between brand and advertisement
Due to the rapid development of modern media, the relationship between advertising and brand has been inseparable.
The purpose of advertising is to increase sales in the short term and build brand value in the long term. The most important goal of advertising is to serve the brand. Advertising is to try to make the brand have and maintain a high visibility brand image. As the advertising master David Ogilvy pointed out: "Advertising communication is an important part of brand image building, and every advertisement is a long-term investment in brand image." In the long run, advertising must strive to maintain a good brand image. Brand building also has a great impact on the development of advertising industry. The successful promotion of brands provides more opportunities for advertisers and advertisers to cooperate and promote the development of advertising.
Obviously, for high-tech and professional enterprises, they can become a brand themselves, such as Microsoft and Apple, whose products have been imitated and never surpassed, and the role of advertising is just icing on the cake. On the contrary, how to establish a foothold in the market for those with low technical content has become a difficult task. Coca-Cola's success has set an example for the world. As a beverage product, its scientific and technological content is not high, competitors are easy to imitate, and there is little room for upgrading and improving the product, so it is difficult to maintain long-term sales of the product. And advertising has become the "preservative" of Coca-Cola. From the introduction of product attributes at the beginning to the emotional appeal, its advertising has also changed from single to diversified. Today, Coca-Cola's advertising involves environmental protection, human rights, Olympic Games and many other aspects, and has shaped the corporate culture and brand image of Coca-Cola Company from multiple angles, which is enduring. Similarly, Nongfu Spring as a rising star in drinking water, with "Nongfu Spring a little sweet" quickly established its own differentiated image in the industry. Then with the opportunity of the Sydney Olympic Games to sponsor the Chinese Olympic delegation, the advertising slogan of "Every drink Nongfu Spring, donate a penny for the Chinese Olympic Games" made consumers think of Nongfu Spring for the contribution of China's Olympic cause. Suddenly pulled into the farmer spring and the public's Olympic complex. It raises its brand image.
The so-called "success and failure", if not carefully considered, advertising may also have side effects. At that time, the special advertising method of "Hengyuanxiang, Yangyangyang" had achieved a major brand in China. "Hengyuan Xiangyang Yangyang" has been recited as a classic advertising slogan. However, on the New Year's Eve of 2008, Hengyuanxiang broke out the "repeat door", and a male voice said, "Heng-Yuan-Xiang! Sponsor of the Beijing Olympic Games!" Then a child's voice says, "Rat, rat, rat," and a few little mice pop up on the screen. Do not think it is over, the following is "Heng-Yuan-Xiang! Sponsor of Beijing Olympic Games! Cow, cow, cow ", and a few more cows ran out of the picture. So repeated, until the pig pig pig end, lasted 1 minute. Make the viewer feel like smashing the TV. Perhaps this high exposure can make Hengyuanxiang's products sell well in the short term, but it affects its brand building in the long run.
In a word, advertising is not everything, but nothing can be done without advertising. The operation of a brand needs advertising to promote, like rowing a boat needs OARS, but also beware of advertising this OARS rowing in the wrong direction.
not only to promote sales, but also to tree brand
-- Taishin Bank Rose card issuance strategy
Since Taishin Bank Rose Card was listed in July 1995, it has exceeded 100,000 cards in a short period of one and a half years, thus becoming the third largest card issuing bank in Taiwan. And Rose card successfully isolated the credit card market, and with accurate market positioning and a series of unique and targeted promotional activities to establish Rose card in China Taiwan women's credit card market leadership.
n Before Taishin joined the card issuers, Citibank and China CITIC Bank dominated the credit card market in Taiwan.
However, according to the data, female cardholders have a good credit history, stable work, and less bad debts. Female consumers and consumers are more likely to be moved by marketing appeals and have identification, especially young women are more likely to be attracted by new marketing activities. In addition, with the continuous improvement of women's consumption power, Taishin Bank predicts that the female credit card market will have a great space for development, so it will separate women as the main target market of Taishin Bank credit card.
n Target customers: like to make coffee, do not like cooking; Work all out, first-class performance, men began to get used to; Desire to have a strong woman's achievements, and desire to be loved like a small woman; Passionate, adventurous, yet meticulous; Like to travel abroad, will make money, will also spend money, happy; Have their own taste of life, have their own consumption propositions, have exclusive credit card for women - Taiwan new bank rose card.
nPromotion strategy 1: Product advantage promotion
n Strategy 2: Personnel promotion
n The first salesman on-site card, branch promotion, crowd tactics
n Strategy 3: Database promotion
n List promotion with existing bank customers
n Employees refer family and friends to apply for the program
n Members recommend friends and relatives
n Strategy 4: Niche marketing -- Targeted marketing to different women
n Strategy 5: Different industry promotion - Use VIP strategy
n Strategy 6: Valentine's Day sales
n Strategy 7: PR promotion
n Taishin Bank Rose card promotion case
n 1995/07 Rose card available
n 1995/08 Chinese Valentine's Day Event-10 000 roses for women
n 1996/02 Western Valentine's Day Event-15 000 chocolates for a woman
n 1996/04 Put forward the theme of "Serious women are the most beautiful" - "Female Doctor"
n 1996/08 The second generation Rose card is available
n Chinese Valentine's Day event15,000 bottles of rose tea for women
n Theme AD - "Tianshan Farm"
n over 80,000 cards issued
n 1996/10 launched the "Find the 100,000th Serious Woman" campaign
n 1996/11 More than 100,000 cards issued
n 1996/12 "New Year's Eve Wishing Party" with Taipei City Government
n 1997/02 Western Valentine's Day sent 6,000 health and beauty CD and real pot coffee VIP card
n 1997/08 launched the "Most Affectionate Valentine's Day/Rose Magpie Bridge" campaign
Published on n 1997/07 (Female Photographer)
n 1997/08 Rose Watch Star Situation & Horoscope Rose Card available
n 1997/11 Launched the "Serious Women, Pamper Yourself" campaign
n 1998/05 Started to release the theme "Three Serious Women"
n 1998/09 became the first brand-name credit card to offer a lifetime free annual fee
n 1998/12 The total number of valid cards is 550,000
n 1999 Rose card TV commercial theme song lead singer Miss Gao Huijun released "serious woman the most beautiful" album record
In 2000, launched the "Rose Tanabata, bottle spread love" activity
