In fact, I don’t even know how marketing is defined in textbooks, and I haven’t thought about it.But I still think more about marketing. Marketing, I think the core issue is to understand who you are selling to.After thoroughly researching the target consumer group, the way is right, and then use some expression techniques appropriately, and use some skills in speaking, to present your idea to him face to face; tell him what you said face to face in a different way. I can't explain this definition right away, so let's talk about some specific things. The process of the formation of melatonin advertisements is like this.

When Melatonin was launched in the early days, before it was officially sold, and when it was still in trial sales, I once brought a few people to the park for field research.Some old men and women were chatting in the park pavilion.Because we were already selling melatonin in that city, I went up to talk to them. I asked them if they knew anything about Melatonin, and they said they knew about Melatonin. One or two old men and old ladies said that they had eaten it.Most people said they were interested, but they hadn't tried it.Later I asked him, why not eat it?They replied that they couldn't afford it.

In fact, their income is enough, what is the reason why they cannot afford it? Later, during the chat, I discovered that Chinese old men and old ladies are actually the most picky about themselves, and they are very generous to their grandchildren.He wants to take care of the elderly with his money, and if he wants to spend it, he wants to spend it on his grandchildren, but he is too picky about himself, and he is not willing to spend it by himself. How can I get him to buy Melatonin? They said that unless their son or daughter wanted to buy it for him, he would eat it. I found that half of the elderly are like this.It's not that he doesn't want to eat it, but he is actually waiting for his son or daughter to buy it.

One of the people who bought melatonin said that every time he finished eating, he was reluctant to buy it and wanted his son to buy it for him. What should I do?He put the empty box on the windowsill to remind his son.Sometimes his son buys it for him when he sees it, but he doesn’t buy it for him for ten or twenty days when he doesn’t see it. So based on this situation, we feel that if we want to sell melatonin, we should not talk to the old man or the lady, but to talk to his son or daughter. It's useless to tell the old man and the old lady. According to Chinese tradition, giving gifts to the elderly is filial piety, which is another traditional virtue.So when we came back, we discussed that this positioning must be said to the sons and daughters (of the old man and old lady), don't talk too much, just say two words - "gift".So we came to such a conclusion after market research at that time.

After reaching this conclusion, the next step is how to pack.It is how to tell this "gift" to the son and daughter so that they can remember it. Later, I organized our employees, dozens of people, everyone thought about it, and made hundreds, and finally improved on the basis of an employee's proposal, and improved it to the current one.Choose one that is easy to remember. Because the sentence "this year's holidays do not accept gifts, and gifts will also receive melatonin" is a bad sentence. In fact, sick sentences are the easiest to remember, because the latter sentence is contradictory to the previous sentence.

"I don't accept gifts for this year's holidays, I accept gifts..." The word "li" is also repeated a lot, so it is easy to remember.This slogan was decided in this way. It was also said at the time that this slogan should be launched for ten years and cannot be changed. Advertising is most afraid of changes, because once you change, the previous accumulation will be lost. So after we decided on the slogan "No gifts for this year's holidays, and melatonin for gifts", it has been used for 13 or 14 years, and the slogan has basically remained unchanged.But we change the form of expression every year.

Looking at it now, the ad works pretty well. About the fifth year of this advertisement, in the minds of consumers, as soon as "gifting" is mentioned, he and "melatonin" will unconsciously start to equate it. Later, a few years later, I went to the Allianz Mall and squatted there, watching others come to buy. When the Chinese New Year is approaching, some migrant workers want to go home to celebrate the New Year and buy things for their family members.They picked and picked in the mall, and finally someone picked up melatonin, and he bought melatonin.I went up and chatted with him.

He said in the first sentence, it seems that it is very difficult to choose gifts for the New Year, and there is no one that is particularly good.Melatonin advertisements annoy me, but I really provoked it. It seems that its popularity is higher, and then I have to buy it. In fact, this represents a state of mind of most consumers.