The popular "love theory" in the advertising circle
Since the 1990s, an international 4A "love theory" is still prevalent in the advertising circle. Probably means: Your ad must have emotional appeal to seduce your consumers. I believe that the company has spent millions, invited more fashionable stars, made more emotional advertisements, invested nearly 100 million media costs, but the sales were not as good as expected. SMEs have buried a single "love", but consumers are ignorant.
"Love theory" is too extravagant for SMEs. Relatively weak and small, as a latecomer, the early stage of brand building is actually "live" with consumers, using relatively rational appeals to establish consumer relations. In the later stage, emotional advertising can be used to maintain and consolidate. This is the correct order of brand building. SMEs’ ​​emotional advertising at the outset is undoubtedly a tragic “morning love†that will not produce results.
Consumers love valuable products, not emotional brands, and pre-advertising ads should create valuable products. Emotional characteristics are not easy to form a strong memory of product value. P&G's high-end women's cosmetics Olay's advertising, the proportion of basic rationality and perceptual appeal is also maintained at 5:5, rather than 100% emotional appeal.
Even the better strategy for “emotional†consumers is not emotional appeal, but credibility marketing – letting third parties, popularity or sales speak, so that they can be impressed.
Branding comes from: category value
Citing the views of Richard Lazarus and Bernice Lazarus, two psychology professors at the University of California, emotions and intellects are inseparable, and emotions are equally dependent on thinking and reasoning. Emotions generally depend on reason. If consumers think that the information to be delivered is meaningless, there is no evaluation, and there is no emotion. That is to say, if an advertisement shows emotions and misses some reason for people to buy products, then all those emotions are simply wasting advertising fees, and will not be evaluated by consumers. Consumers will not It is placed on the shopping ladder.
Another psychologist, Dr. Carlo Moog, said that simple emotional behaviors generally only occur in young children or adults with severe cognitive impairment. After a lot of research, it is found that reason directly affects all human behaviors and choices, whether it is emotional pull, brand loyalty, or let consumers generate brand preferences.
Effective advertising must deliver a value reason for consumers to buy your product. The power of the brand comes from the rational value of the category in the category strategy, not the brand emotional appeal.
The reason why Coca-Cola is strong is not made by “To be cool by yourselfâ€, but by “The world is supported by the front cola drinkâ€, which created the cola category. Pepsi's rise is because it used the "five cents to buy two goods" in the early days - low-cost rational strategy to save energy, determined the category of the second child position, then positioned themselves as "new generation", anti-target Coca-Cola For "tradition". Here is also a rational segment of the target consumer group.
Also: NIKE is strong, not made by "JUSTDOIT", but "world's top professional sports shoes", it created a professional athletes shoes category. McDonald's is strong, not created by "I like it", but "the world's fast-food chain brand", which has created a global fast food chain.
Master Kang shouted "This is the taste", there is nothing wrong, because it is the boss of instant noodles, shouting wrong, or the top of the category. Smet's instant noodles shouted "Love in front" and there was a problem. In the minds of consumers, there is no space reserved for the latecomers to represent the "instant noodles of love."
If Smet wants to go to the country in the next step, he should not go to learn Master Kong, but should learn from today. Today, Mai Lang did not call for any emotional slogan. It found a high-quality "A-area wheat field" as a value support. Ge You smirked and shouted that "the elastic surface is delicious" is setting standards, and it has created a new "ball surface". Category, but also to find a successful war horse: China's Antarctic scientific expedition dedicated face, national nutrition and health engineering products and other credibility marketing elements. Smet actually occupies the geographical advantage of an important wheat planting base in the “high-quality wheat field in the middle and lower reaches of the Yellow Riverâ€, and advertising should focus on this. It must abandon the emotional appeal of the current "love."
National brands during the Olympics: strong slogans, weak brands
During the Olympics, many national brands shouted emotional slogans such as “Strong China,†“Refueling China,†“Take China,†and “Help China.†They cheered the hearts of the people. In particular, sportswear apparel brands are even more powerful, and advertising is bigger than Adidas, the Olympic sponsor.
However, the Olympics have only been in the past few months. Do you remember these brands? Most people have forgotten. Will you go to the mall to buy these products? Let's take a look at it. The style is monotonous and the design is old. There are no outstanding product features. Before the domestic sportswear brand store, it is still a door. On the contrary, NIKE and Adidas sales are even more popular. Category leaders usually need the support of category followers.
Experts have thought through and concluded that the advertising slogan of domestic sportswear is not as strong as those of JUSTDOIT and Nothingisimpossible. Therefore, even the domestic representative Li Ning's ANYTHINGISPOSSIBLE (everything is possible, too close to Adi, plagiarism is not enough).
We believe that Li Ning's real problem is how to promote the "Chinese style" sportswear into the mainstream mainstream sports concept, and establish a substantial physical value interval with NIKE, rather than emotional separation. This can really get stronger.
Don't be emotional
Entrepreneurs should be vigilant when your intellectual service company submits an emotional appeal to you. Usually this is your marketing strategy and is about to deviate from the right track! More than half of your advertising costs are wasted, but all.
According to our experience, people inside the company usually have rational thinking, and marketing strategies are by no means likely to be based on illusory emotions. However, the advertising company that serves the enterprise is a group of people full of emotions and ideas. When companies put forward demand for advertising services, they did not like to study the competitive situation of advertisers, they began to build cars behind the door, to create a brand emotional story. I was touched by the very appealing proposal and moved you. But when it was pushed to the market, it was discovered that consumers are always steel and indifferent.
Is the consumer wrong? No. It is when you are emotional.
Consumers often choose to shop in accordance with the shopping ladder in their brains. The purpose of advertising is to drive your brand into this ladder. The higher the front, the greater the chance of success. The way to get in is to find a value gap and find your own unique value proposition. Emotions are often less likely to be the standard for value gaps. Advertisements for companies with relatively weak emotional appeals are less reliable.
Continue with the instant noodle case just mentioned: Is there a “love instant noodles†in the brain of consumers? Maybe. We are not sure. Don't ask consumers, ask yourself!
Is there a “ballistic†position in the consumer’s brain? Yes, the northerners usually use the "fat" to talk about the quality of the noodles. Is there a "non-fried" position in the consumer's brain? Yes, fried foods are not too healthy, this is common sense. Therefore, the national expansion of Smet will not be too smooth, it is "early love" with consumers, and it is emotional.
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