Chapter 354 Marketing must be directional

"Drinking Yuanwei milk tea, tasting fate for life."

This is the slogan Fang Qiwen designed for Yuanwei Milk Tea. It is said that it was specially designed by an advertising company.

Not even a spokesperson.

Just a cup of rich milk tea after beauty treatment, put it there quietly, and then read out this very artistic slogan.

A single advertisement is more than 1 second, played three times in a row, occupying a 5-second advertising space.

When Zhou Buqi saw this ad on Yanjing 2 for the first time, he immediately stayed for half a minute.

Angry!

Which secondary advertising company did this?

What nonsense!

It seems that the understanding of marketing theory is too shallow.

The essence of marketing is deception.

Use psychology, sociology, philosophy, humanities and other professional knowledge to legally and reasonably win trust, brainwash, and deceive consumers, so that they will spend money willingly.

In fact, the slogan "Drinking Yuanwei Milk Tea, Tasting Yuanwei's Life" has already shown the elements of deception.

Can you taste life after drinking milk tea?

However, this deception is too low-level.

The truly advanced deception is actually brainwashing.

Guide users to consume through clearly directional slogans.

What is a directional ad?

The most classic one is the melatonin advertisement - give melatonin as a gift.

Clearly tell consumers that when giving gifts, they should give melatonin. Of course consumers will not believe it, but they have already been affected subconsciously. When giving gifts, they will immediately think of melatonin.

Another example is the slogan of Red Bull: "Drink Red Bull when you are sleepy and tired." The slogan of Dongpeng Special Drink: "Drink Dongpeng Special Drink when you are tired and sleepy."

They all have a clear direction, subtly telling consumers that when they are tired, please drink Red Bull or Dongpeng Special Drink, and achieved great success.

Another example is the hottest Wanglaoji herbal tea in the market right now—if you are afraid of getting angry, drink Wanglaoji.

There is also a clear direction.

Yida Chewing Gum's first advertising slogan was - "Your Yida, no, it's your Yida." It expresses the love of men and women, without any behavioral direction.

The result is that the advertisements are overwhelming, but the sales are mediocre and the market feedback is not good.

Later, Yida made a special trip to the United States to seek advice from marketing masters, and changed the slogan to "Chew Yida after eating and drinking". The directionality is clear at once, telling consumers to chew Yida after eating and drinking!

This time, the sales of Yida chewing gum finally skyrocketed.

Not just the physical market, but the Internet as well.

Taobao's shopping cart has added a "+" sign, and the order rate has increased by 15%. Later, it was changed to "add to shopping cart", and the order rate doubled again.

It is to guide consumption through behavioral orientation.

Zhou Buqi has his own unique views on the advertising language design of Yuanwei milk tea.

Like Xiang Piaopiao's "You can go around the world when connected together" and You Le Mei's "You are my You Le Mei", which seem to be quite good at first glance, but this kind of advertising slogan seriously violates the marketing theory.

That is to say, the niche market of solid milk tea is not so competitive. If there is a strong opponent like Yida...Xiang Piao Piao and You Le Mei will all be ruined.

These two slogans are too literary.

In comparison, Xiang Piao Piao is still more popular, so the sales volume of Xiang Piao Piao is higher than that of You Le Mei.

In the conference room, Zhou Buqi looked very serious, and expressed his dissatisfaction with Fang Qiwen's previous work, "Director Fang, you used to be the vice president of Lehaha, you should know that Lehaha has produced a fruit milk, right? "

Fang Qiwen was a little puzzled. After all, in his opinion, the development of the milk tea factory has been very smooth in the past few months. He even reached a cooperation agreement with a beverage factory. Once the order is large, let them help OEM production .

"Yes, I know."

"What did the slogan say?"

"It seems to be...Mom, I want to drink Lehaha fruit milk."

"How's the sales?"

Fang Qiwen said solemnly: "Very good. It can be said that this product and this slogan have enabled Lehaha to successfully complete the transformation from a health product company to a beverage company."

Zhou Buqi said: "That's right, an excellent slogan is decisive for a company or a product. Human brains are lazy and don't want to expend energy to understand highly complex information. Humans are used to Sexual animals will regard familiar things as habits. Letting consumers maintain the inertia of action is the prerequisite for an excellent slogan!"

As soon as these words came out, the meeting room was extremely quiet.

Everyone understands.

The young boss Zhou is very dissatisfied with the slogan of Yuanwei milk tea.

Zhou Buqi waved his hand and said firmly: "Classic advertising slogans are not about being interesting, beautiful, or impressive, but about having clear instructions for action."

Fang Qiwen frowned, and tentatively said: "Drinking Yuanwei milk tea, savoring a fateful life... Is this also directional? Tell consumers that drinking our milk tea can taste a fateful life."

Zhou Buqi smiled angrily and said, "Director Fang, come and tell me, what is fate life?"

Wu Gaoyi felt that he was a bit aggressive, so he coughed lightly, and said, "Mr. Zhou, we are all big bastards, and we don't know anything about marketing and advertising...Just tell us what you should do?"

Zhou Buqi said: "For physical products, marketing is very important. Director Fang, Director Wu, Director Xu, and Director Liu are all here. You need to understand what the true meaning of marketing is. It is very helpful to run business outside and attract customers. Fate life, this word is too complicated, when people read advertisements, they are often indifferent, no one can use their brains to think, so the content of advertisements should be simple and clear.”

Everyone nodded.

I think it makes sense.

A college student is a college student, it really is different.

Fang Qiwen was quite ashamed and embarrassed. He is also a college student, and he graduated from Zhejiang University, a prestigious school.

Zhou Buqi went on to say: "Advertising slogans, don't artificially create conflicts between consumer experience and habits, but plan the best way to integrate products into the living environment and encourage people to use them, so as to subtly become consumers' new habits and experiences. "Drink fate milk tea, taste fate life", the direction of this slogan is feasible, and the main focus is on love relationships. Milk tea is aimed at young consumers, and the market positioning is accurate."

Fang Qiwen said: "It should be simpler, clearer, and more direct, just like Melatonin, where only Melatonin is given as a gift. It's so simple that it's even a little rough, but it's a household name."

"So what should the slogan of Yuanwei Milk Tea be?"

"Want to fall in love? Please drink Yuanwei milk tea."

"You can be more direct." Zhou Buqi shook his head, thinking of two celebrities, "You can ask Su Youpeng and Xu Wenxuan to shoot an advertisement, sit on a bench in the park, hold a cup of milk tea, and say 'fall in love , just drink Yuanwei milk tea.’”

The show "Run, Brother" has been confirmed, and the guests have also been confirmed, namely the three members of the Little Tigers, Wang Baoqiang, Sun Honglei, Chen Weiting and Xu Wenxuan.

Originally Xu Baihui said that she wanted to invite a handsome guy from F4 to be in charge of appearance, but Yanjing TV rejected it. The reason is that the three members of the Little Tigers are all from Baodao. If they recruit guests from there again, the influence will not be good, so they will look for them from the Hong Kong government.

Then I found the handsome guy Chen Weiting.

As for Wang Baoqiang and Sun Honglei, they were requested by Zhou Buqi by name. In case those Hong Kong and Taiwan stars are irresponsible, their idol burdens are too heavy, and they are unwilling to do their best to be funny, Wang Baoqiang and Sun Honglei can support the stage.

Moreover, neither of them is famous yet, the price is low, the personality is good, and they are obedient.

According to the current schedule, the filming of this program will start in April next year and will be filmed until June.

It will start broadcasting in May, and broadcast 2 episodes every weekend, a total of 24 episodes, which can be played until the end of the summer vacation in August.

At this stage in 2005, there were no restrictions on entertainment.

There is no schedule limit, and there is no rigid requirement not to exceed 12 periods.

If nothing else, the reality show will be a hit. At that time, the advertising effect of Su Youpeng and Xu Wenxuan will be greatly increased. Not only that, Yuanwei Milk Tea will also be the title sponsor of this show.

Back then, I did not want to do a variety show, but also to promote Yuanwei milk tea.

Everyone has nothing to say about the slogan "Drink Yuanwei milk tea when you are in love". The big boss has spoken, and he has said a lot of very reasonable principles, and it is impossible to refute them.

However, Wu Gaoyi discovered something very keenly, and asked: "We all know that Su Youpeng is a big star of the Little Tigers. Who is Xu Wenxuan?"

"Hey, a student from Nortel's acting department." Zhou Buqi felt a little guilty.

Wu Gaoyi took a deep look at him, "You're not famous, are you?"

Zhou Buqi pretended not to know, "Really? I don't know too well. It was arranged by Yanjing TV. She will be the only resident female guest on the program "Run, Brother". When the program is launched, it will definitely become famous." It is appropriate to let her be the brand spokesperson, and I will contact Jieyu Media later to sign the endorsement contract."

Wu Gaoyi nodded, his eyes flickering.

...

On Friends.com, Zhang Yiming acted resolutely, and he fired the complaining Zhou Fulong.

Zhou Buqi's email about "Dimensionality Reduction in the Workplace" was also sent to every employee of Ziweixing Technology, which encouraged some people.

Then, good news came from Tang Binchen.

The social page game "Friends Buying and Selling" opened up the first overseas market - South Korea!

This small game involving "slaves" and "slave masters" is definitely not acceptable in Europe and the United States, and it is not acceptable in Japan's cultural scope, but Korea can.

The interpersonal communication in South Korea is often rougher and more direct than that in China.

Cyword, the largest campus social networking site in South Korea, has actually entered the domestic market, but its market share is very limited. Moreover, the negotiating requirement given by Tang Binchen is that the game can only be launched in South Korea, and cannot be developed in other overseas regions.

"I'm going to South Korea, will the ticket be reimbursed?"

Tang Binchen jokingly called Zhou Buqi, with unconcealed pride.

Zhou Buqi said with a smile: "No problem! For business entertainment in Korea, some celebrities or idol trainees will be found to accompany the drinks. At that time... the extra expenses can also be reimbursed!"