Chapter 2 Section 2 Advertising is an investment in the brains of consumers

Advertising, it is actually an investment. It is in the brain of the consumer, and it is an investment in the brain of the consumer. If your advertising language changes from time to time, if you change the advertising language in one or two years, all the previous accumulation will be lost, and the previous investment will be tantamount to a waste. Of course, my new advertisements will also have an effect on consumers, but when he makes a purchase, your past publicity will have a much greater effect on him than the advertisements he saw this week or this day. So advertising is an accumulation. The most fearful thing is to replace it after a period of time, especially after half a year or a year. In this way, the money you spent in the past will basically be wasted.Therefore, if the slogan can remain unchanged, try not to change it.

We have learned too much.Like before, when I was in Zhuhai Giant Group, I made many products.Because I am a restless person, I often want to change the slogan.If there is a better one, I will reshoot and replace it.It was later found that the effect was not good. When I was in Zhuhai, I violated the point of "if it can remain the same, it will remain the same". When I was in Zhuhai, I paid more attention to the form of advertising, and did not pay much attention to the research of consumers, that is, the accuracy of positioning. Like when I was hotheaded, in 1994, I launched dozens of products at once.There are medicines, health care products, computers, software, etc.

The advertisement I advertised at that time was planned to be for a month, but in fact it was about two weeks-in less than 20 days in two weeks, I spent 50 million yuan on advertisements across the country. I led the team to design more than 100 advertisements.At that time, it was mainly newspaper advertisements, and we designed more than 100 pieces. And that advertisement is often a common version, that is, two versions put together. At this time I made two mistakes. The first mistake is that there are too many advertisements and too many tricks. Second, the positioning is wrong. The batch of advertisements we made at that time were called "Three Great Battles" or "Ten Billion Plan".

One of the advertisements I described is that a row of great men, such as Marx and Einstein, in everyone's mind, formed a row and walked forward arm in arm, and then the slogan above was a "giant group". In fact, I wanted to create momentum, but this advertisement was a failure and had no effect on the company.At that time, I was very obsessed with these things and cared about this form. The best advertising is actually selling a product. You sell image advertisements, unless it is an insurance company, maybe they need some image advertisements.In fact, many companies do not need image advertising.

At that time, all our money was spent on image advertising, and the products were only in the corner, where more than 30 products were listed in very small characters.This ad didn't work at all.At that time in 1994, 50 million was very valuable. At that time, 50 million was estimated to be worth more than the current 5 billion.Moreover, in 1994, there were really tens of millions of private enterprises, and I guess I could not find 20 in all of China.We wasted this money in an instant, so we paid a lot of tuition fees at that time. I didn't make the golden wine, and I didn't care about the company at that time.Gold wine is a project made by our team.

Because I don’t participate in any decision-making in this company anymore, they came to me out of respect and said that we want a golden wine, what do you think, I had two words at that time, I said I disagree, but the decision-making power is Yours.In the end they got on. I followed it up later.I think his product selection is quite good.Gold wine is one of our recipes and one of our production rights. It is produced in cooperation with Wuliangye. It uses the kind of wine that Wuliangye sells for about 580 yuan in the market. It is made with base wine. In fact, the market price is only 1 bottle. For more than a hundred dollars, it should have sold well.But he made a mistake. His advertising language changed over time. In less than two years, he changed the advertising language.

Then one time I met with them, I mentioned the problem and they found it too.Therefore, the sales volume of gold wine, you say, is not big or small, and it is in that situation.I guess this project is not profitable. I think its advertising strategy is problematic, unless they change this advertising strategy, find a good main slogan, and stick to it. Such old brands, such as Moutai and Wuliangye, seem to be deeply ingrained in the hearts of the Chinese people. Do we need to do large-scale advertisements and large-scale promotions?I feel the need. For example, Wuliangye, if you asked the Chinese people to report the five best wines in 1950s, you would not be able to report Wuliangye.Wuliangye is also a good wine at the top of the list, but it is not the top, not the ultimate brand.But you can see that Wuliangye's sales volume is very large now, which is related to the continuous publicity behind it.

Some wines that used to rank relatively high in the past are now sold with less than one of their mantissas.Like the past Eight Famous Wines and Sixteen Famous Wines, many of them sold poorly. Do you think the quality is worse than Wuliangye?not necessarily.At least they are all about the same. They are all the eight famous wines in China, but many sales are not good.I think these also need advertising. It's just that these products, they are traditional old brands, they are traditional.Therefore, if it advertises, it may be different from these newly launched products, and its publicity must go through another routine.I have seen a long advertisement of Wuliangye, a one-minute advertisement, which was broadcast on CCTV at 4:30 in the afternoon. I think it is very good. After watching it, I still believe in the quality of Wuliangye and the quality of its products. .The advertisement focused on the quality of Wuliangye.