Chapter 7 Section 7 What is the delivery strategy of the melatonin advertisement?

I think the amount of advertisements played is like this. When it should be large, it must be sufficiently large, as large as it can be. What I do is, don’t broadcast during non-peak seasons, save all the money, and save all the money to concentrate on broadcasting during peak seasons. For example, it was not broadcast yesterday, and all the stations were not broadcast yesterday. You will not say why there is no melatonin advertisement, and you will not look for this advertisement on every station.Then you can see me on all the stations today, and you will say that I have a lot of advertisements, and you are very impressed by this.

Don't broadcast it when you don't need it, but concentrate on it when you need it.This is the first one. Second, when conditions permit, broadcast the next day.Today is zero, concentrate all of today to the next day.Tomorrow every station will be my advertisement. In short, it is necessary to study how to leave a deep impression on consumers. Has any advertising and marketing been done improperly, and finally went bankrupt? In fact, a lot of advertising is done, and in the end it fails. There are such companies, but there are not many of them if you look carefully. What is the most drained enterprise?

Let me first talk about a principle, that is, when you want to do advertising, such as TV advertising, many companies say that I only do one-month or three-month advertising budgets, and I don’t do it after I finish. In fact, this is the way It is the most waste of money. It takes a long time for TV advertisements to form an impression in the minds of consumers, and it needs to last.Either don’t broadcast the advertisement, you have to broadcast it at least with a plan of more than 1 year. If you broadcast less, the money will be wasted. It is equivalent to that you have just warmed up for 3 or 6 months, and you turn off the fire, and your water will never be able to boil. The fire that was burning in front burned to nothing.

This approach has killed small and medium-sized enterprises, in fact quite a lot.They thought: I will advertise for 3 months and take a gamble. After the gamble, no matter whether it is successful or not, I will withdraw after 3 months. And for a large company, unless the boss is mentally ill, generally speaking, if he plays for a long time and invests a lot in advertising, he should be able to judge whether the advertisement is effective or not. If it works, keep playing. Ordinary companies will not go bankrupt because they continue to broadcast advertisements for many years. Melatonin is a product that has a peak season, such as the Spring Festival, which is when everyone goes home to give gifts.

There are also some products that are sold all year round regardless of peak season or off-season. How should the advertisements be distributed this year? This has to be pulsed. For example, at the beginning, when I introduced it to the market, I could broadcast intensively in the first 3 months or even the first 6 months.Later, I can broadcast it every other month. Broadcast this month, stop for one month next month, and then broadcast again next month. If the budget is not enough, then I will broadcast it every other day this month, but the broadcasting day should be more intensive.Broadcasting every day is a plan, and another plan is to broadcast every other day.

Next-day broadcasts cost 50% less than daily broadcasts, but it's far less than 50% less effective, and only slightly less effective.It's not that my cost is reduced by 50%, and the effect is also reduced by 50%, the effect is only slightly reduced. I think we can use the method I mentioned earlier, which can not only deepen the impression of consumers, but also save money. For melatonin, I do pulses twice a year, and for products that are sold all year round, I use the method I said to do monthly pulses. Generally speaking, in order to save money, it is not recommended to broadcast it all year round.

Or use a quarterly pulse, that is, it will be broadcast in this quarter, not in the next quarter, and will be broadcast in the next quarter.Or monthly pulses can be used. But in fact, most of the consumer goods in China, more than 2/3 of the consumer goods, are more or less seasonal. In this case, you should try to start broadcasting it a few months before your peak sales season. Melatonin peak season, a Mid-Autumn Festival and a Spring Festival. As long as the children go home more often, it is our peak season. Because there are not many people whose children live with their parents now. Most of them have to go home to see their parents and mother-in-law during the Spring Festival. This is our peak season.

Just one Spring Festival, about ten days a week, sales can account for 50% of our annual sales.So at this time our advertisements will be very concentrated and annoying. After the Mid-Autumn Festival, you will no longer find our advertisements. Therefore, although our advertisements seem to be a lot, in fact, the money and advertising expenses we spend are not much, and we do not rank in the top 50 in total.Our total is not large.