Chapter 10 Section 3 Advertisement must be tested before it is widely disseminated

How is our advertising budget allocated? In the early days, there were more advertisements in newspapers.After the product market opened up, we mainly focused on TV advertising.The bulk is still on TV commercials, followed by terminal promotional materials, and a terminal promotion. The terminal promotional materials refer to posters, so we put up a big box. Because every shopping mall is actually quite dark now, and he has to charge money for displaying your storefront.How much will he charge you if you put up a wall.He doesn't charge for just one box.On these, we have to spend a lot of money a year.

We had more newspaper advertisements in the early days, because when a product is first launched, you need to tell consumers a little more. In addition to the concept of "gift giving", there is also the concept of "improving sleep". Why does it improve sleep, does it have any side effects, what is its mechanism, and what is the difference between its principle of regulating the intestinal tract and that of Sanzhu and Onli.You need to tell consumers about these things. This TV cannot do it, but newspapers can do it, because you can use a lot of words to say it in newspapers.

So when we first introduced it to the market, we had three years, and newspaper advertisements were bigger than TV advertisements.Later, newspaper advertisements gradually weakened. Now, newspaper advertisements have basically stopped. All these strategies and experiences are what I have explored through failures and paid for my tuition.I used to make a lot of failed products when I was in Zhuhai. At that time, I launched more than 30 products at the same time. Except for Brain Gold, all others failed, so I paid a lot of tuition fees. Anyway, I think if you want to read textbooks, you will learn nothing, and you can’t learn anything from textbooks.

If you listen to people with actual combat experience, you can learn 5%~10%.What is really left is to do it by yourself, to explore and experience in the process of doing it. I think, you have told many people to him, and he also thinks the truth is right, but he still makes mistakes when doing it. But there is an advantage if you tell him more. In the process of making a mistake, it takes five hours for others to wake up, and he may wake up in two hours: this is wrong. Advertising is a must try.In fact, I didn’t have any advertisements where I thought that way. My organization did that, and it was successful once.

There are very few advertisements that I succeed the first time, and I can’t say that there are none, absolutely very few. In fact, good advertisements seem to be modified. Trial marketing is very important. Don’t be afraid to delay 3 months and 6 months because of trial marketing. Don’t be afraid, because it will make you make fewer mistakes and make the company safer. So when we come out with a new advertisement, even though our sales have been rolled out across the country and the sales volume is relatively stable, every time we modify an advertisement, we still have to test it in many cities and follow it for 3 to 6 months to see the effect.

If it is found to be ineffective through the investigation of end consumers, we still have to deny it. All the advertisements that I organize and shoot by myself are rarely passed at one time, and they have to go through one or two rounds of revisions.There are relatively more successes in the second round, because there are first-line materials and consumer feedback to adjust. In fact, don’t be afraid to change the advertisements. Except for the main TV slogan (try not to change), if you find mistakes, change them, and if you find that they are not good, change them, especially during the test sale.But make sure to make changes for the better, not for the worse.

How to find fault? It is still necessary to go to the middle of your target consumer group and go to consumers.Chat with consumers, talk with consumers, observe consumers' words and deeds, find out their own problems, optimize their marketing plans, and optimize their own advertisements. Not only did the concept of "gift giving" come from the old lady, but I think the whole process is inseparable from consumers. I have always emphasized to people inside the company that the best planning mentors are consumers. There is an internal regulation in our company that all the people in the advertising department and all the planning people must interview 50 consumers every week.

Every week you have to communicate with consumers.It was stipulated in this way when I was in charge, I don’t know if they still stipulate in this way now. I also asked our branch managers across the country and department heads at the headquarters to interview 30 consumers every month, which seems to be the number.Let the entire company understand consumers from top to bottom. Every time I come up with a slogan, every time I shoot an advertisement, such as the TV advertisement of the old man and old lady, after I shoot it, I gather all the managers of the national branches and the backbone of the headquarters to watch it together.

In the end, I have the right of veto, but I do not have the right of consent, that is, the right of approval.Approval requires everyone to vote. Fifty or sixty people voted, and only when 2/3 raised their hands, it can be broadcast. So it must be ensured that the people below you all understand consumers.If it's all a bunch of bureaucrats, it's over. If I do this, the company may be over. I think that as long as it is a marketing company, as long as it is a consumer product company, everyone should understand consumers except the sweeping lady. Only in this way, the company's marketing direction and the company's direction will make fewer mistakes.

This is how our interviews are done.After the interview is over, there must be an interview record, the dialogue between him and the consumer, what he said, and what the other party said. There must be editors in this, and the ability of Chinese people to write scripts is quite strong.Then I will conduct random checks, and I will check 3 to 5 of them every month. In fact, because I know consumers very well, I can tell who is real and who is fake.Whether consumers talk like that, I can see. At the beginning, I did a census, and after the census, I was able to pick out a few fake ones.When the national conference is about to be held, I will ask the person who is picked out to speak on the stage 100 times. If he is called Zhang San, I will say "Zhang San has no credibility, Zhang San has no credibility, Zhang San has no credibility" and repeat it 100 times.Tell it 100 times.Will he dare next time?I will not dare to do it next time, because he deceived me and the company.It's not easy for you to fine him, and it's not easy to fire him, so you use this method.

Ads that convey the wrong message, ads that don't work at all, I've seen a lot. But because those commercials were shot so beautifully, I can't remember them.Can't even remember the slogan.After reading a lot, I forget, too many.You can see a lot of this when you turn on the TV now. After watching it, you won’t be able to remember how to remind you next week.As far as I can remember, there are still many.For example, the advertisement of Yanwu.At that time, we studied Yanwu, before the Melatonin advertisement was born. According to Miao Haizhong: "I came up with all the ideas for Yanwu's commercials, including the commercial song. At that time, I saw a foreign beer commercial in which a person danced and sang with a guitar. I took it. I borrowed it. As for the melody of the commercial song, it was inspired by our doorbell." You see, at that time, only one advertisement, Yan Wu, can still be remembered, and most of the others can't be remembered. That ad was characterized by endless repetition. In fact, when advertising, I often make an analogy internally, which is equivalent to building a popcorn machine.You, an advertising planner, are equivalent to drawing a blueprint to make a popcorn machine. If your ad is positioned accurately and has a deep memory, you are a very efficient popcorn machine: you throw a corn kernel in, and a big popcorn comes out. If the positioning of your ad design is wrong, it will not increase your sales, and consumers will not remember that if you eat the food you throw into the popcorn machine, you will not spit it out at all, or even spit out some scraps. What is put in here?What is invested is money.If you grab a handful and go in, if 10 corn kernels may be 10 million. For marketing, there are two tasks: first, design, manufacture, and debug the popcorn machine so that its output can be maximized; second, you have to give it enough corn.It is too wasteful for such a good machine to throw a corn. You want to find the best one, and then throw corn in it. Should I throw a handful or a bowl? This machine is equivalent to your planning plan, and the form of expression is your advertisement.Your advertising plan, the finished product of your newspaper and TV advertisement design, is actually this machine. If the advertising effect is good and the advertising investment is sufficient, it should be able to quickly increase your sales. If the design and positioning of this advertisement is wrong, or even though the positioning is correct, but consumers can't remember it, no matter how much money you throw at 1 billion advertisements, it can only achieve the effect of making 1 million advertisements.So neither of these two should be missing. One is to make the popcorn machine well, and the second is to have scientific investment. It must be tested before it can be widely broadcast.In fact, it is not only CCTV, even if it goes to ordinary prefecture-level cities, it cannot be rolled out immediately, and it must be tested. Generally, we like to choose county-level cities in Zhejiang and Jiangsu for test sales.Its establishment is a county, but its wealth is at the same level as that of a city and other cities in the country, and its consumption power can also be at the same level as that of a city.It has an advantage, it is a county after all, and the cost of advertising is low, so we usually choose those places to try. Generally, 3 different types of counties are selected for testing. After the testing, data are collected every day, surveyed every day, and after 3 months, they will be summarized and some judgments will be made. I think my company has one advantage: everything is on the table.For example, our company evaluates the advanced every year. As long as the evaluation is advanced, I must also be evaluated as the backward. We appraise the "Top Ten" branches every year, and the "Top Ten" branches at the municipal level.As long as there are "ten best", there must be "ten bad". The "Top Ten" went up to receive the red flag and give a speech. They were very proud and even gave out bonuses.For the "ten bad", he also went up, took a yellow flag, and also gave a speech on receiving the yellow flag, and then paid a fine on the spot, 10 yuan.As long as it is this kind of culture, everyone is used to it. For example, there is another problem in our sales, which is called "restocking". That is to say, my product was originally sold to you in Zhejiang, and the product was printed with "Zhejiang area exclusive sale".Not only in provinces, but also in each city. For example, I specialize in Hangzhou, Jiaxing, and every city.If he sells the exclusive products to other places, we call it Chonghuo, which means that he has encroached on the interests of other branches. Every year, I also select the top ten "experts" who sell goods elsewhere.I will give him a yellow flag, he is an "expert" in redemption.This "expert" is in quotation marks.This "expert" sold too many goods, so I punished him financially. If you rush 1 million goods to the next city, I will transfer your 1 million sales, and the headquarters will fine you another 1 million, using this method. That's how people came out after the punishment was over. Later, I used this method: every year, I would select the top ten "experts" in redemption, and then set up a yellow flag, and it was stipulated that the yellow flag must be hung on the wall behind the manager's desk. We also need to check regularly to see if it has been removed. If it is removed, he will be fined. In this way, the good and the bad are symmetrical, which is actually quite good.

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