Brand is the reason for giving consumers a purchase.
In the beginning of 2017, the new channel served a project that had been found by other planning companies. The company is doing massage equipment, and the massage originated from Chinese acupuncture points and meridians. But none of the top three leading brands in the industry mentioned it. The original position of the customer we serve is “Let love and health be visible at all times” when we ask why it is “visible at any time”. The customer’s answer is “We are a portable massager”, “Our products give children more parents”, so “Let love be visible at any time” means that our products can be taken everywhere; love also represents children. The gift concept for parents.” My question at the time was, is the child giving the gift to the parents, and the child’s gift to the parents would care more about the external packaging or the real utility? The massage is behind the rigid “middle-aged headache” , cervical pain, low back pain, how much is this and “love is always visible” how much contact and resonance?
At last we went through the research of the terminal and the communication of Chinese medicine, and the communication with the consumers, we finally positioned the brand of the company in the “good method”. Doubtful question, your position does not seem to be “very high-end atmosphere”, my answer is “can sell goods!”
The past marketing and product selling points of the company are mostly based on the concepts of “German industrial designer design”, “cloud health data storage”, “smart”, “buy two get one free”, etc. The new positioning we focus on marketing and product selling points for different months, for different pains; the main push for different “star products”. From the past, a “emotional” appeal that has left China’s acupuncture points and meridians has shifted to the function. At the core of the professional “good tricks”. In the past, the “cloud, smart” selling point was transformed into the following representative:
Emotions can’t sell a 300 product to 500, which is more in line with the consumer’s pain needs, and the “good trick” of the massage effect is better. This is the sales force of brand positioning and the change of marketing methods for the whole team!
“We don’t have much money to do big communication, big investment, and can’t support too much. Terminal costs, I hope to be able to make our products more profitable in the terminal through your brand marketing plan. “New Channel Brand Marketing, as a brand strategy consulting company, often hears customers’ expectations in the process of communicating with customers.
Customer’s voice and needs are also the new channel as a brand. The value of the marketing planning company, so whenever the relevant strategy and execution documents are produced for the customer, whether it has sales thinking and selling power is an important criterion for the evaluation of the new channel brand planning.
At the morning meeting on Monday, a project manager once again raised the topic of “sales” for everyone to think about: how to maintain sales thinking, new channel brand marketing in service How can we better create creative copywriting and design works in the customer process to help customers sell their products?
Strategic is the premise of copywriting and design with sales force!
The brand is the first to win and then fight. The market environment today does not mean that you have products, channels, funds and resources to win. Products are not represented on the terminal. Cognition is also paved to the terminal. This requires us to take the lead in seizing a differentiated marketing concept, clarifying our strategic positioning, and focusing on consumption within this positioning, in combination with the potential needs of target users and the multi-dimensional thinking of competitive products and market environment. The needs of the person maximize their own advantages, to resonate with the inner needs of consumers, give consumers the reason to choose their own from a wide range of products, and make themselves more favorable to the consumer mind than the competition. Location.
Good copywriting and design will always hide the precise grasp of brand strategy and consumer psychology! If a copy or design correctly expresses the brand positioning, and The brand positioning is accurate and correct, then this copy and design will have a strong sales force. This also explains why some seemingly tall and catchy slogans do not sell goods, it seems flashy, and Some seemingly simple and simple slogans can trigger customers’ purchases and word of mouth.
Similarly, many companies’ products are not easy to sell, they want to upgrade their image and update the packaging design. After a period of time, it will fall into a state of weak product competition. This is actually a design that is not strategic, purely based on fresh and good-looking criteria. The criteria for judging commercial design should be accuracy, not Good-looking. The good-looking packaging will become ordinary and flat over time, but the design that accurately conveys the brand’s own strategy and accurately grasps the consumer psychology will become a classic, just like Wang Laoji’s red can bag. As with the installation, every contact with the consumer is a deposit of their own brand positioning and value.
The copywriting and design of sales thinking is the key to selling goods!
Whether it is brand strategy or design, copywriting, etc. If you don’t think about it at the beginning of the creation, but just stay in the self-perspective perspective and build your own car, you will often write something that is also a castle in the air. It looks good but not useful.
To make a work saleable, we need to stand in our own perspective and position, but to understand the path of thinking from the perspective of the end user. Gain insight into their inner needs and resonances, and then present the user’s thoughts through design and copywriting to create something that will interest them.
For example, we are at service In the case of a walnut oil project, the selection of the distribution points for household products is in the “up to 92% of unsaturated fatty acids, the new standard of better diet” and “1:5 of linolenic acid and linoleic acid collide and eat healthy. In the two new levels of nutrition, we finally chose the latter, because the former is more from the perspective of their own products, not from the perspective of consumers; the latter is simply from the perspective of consumers What is the biggest point of interest for consumers? At the same time, the purpose is to encourage consumers to conduct further enquiries. Just like silicone-free shampoos, consumers can immediately use mobile phones to go to Baidu, so that people can know deeply. Why is it better than other oils such as blending oil, peanut oil, olive oil, etc.
Wang also combined with the copywriting work in the rice client project last week, continue to analyze the importance of writing copywriting in sales thinking. Combine the customer’s one-off product pearl rice A selling point copy is “1. Black land planting from the northeast of Japanese varieties; 2. Long growth cycle and full grain; 3. Less pests and less pollution. “Another selling point copy is: “1, rice grains are white as jade, full of chewy; 2, each mouth is sweet and soft, 3, high energy. “So, for a volume-oriented product, which copy is more suitable for the customer’s product, can the terminal be more impressed by the consumer’s marketing?
It is obviously the first type of copy. For a low-end product of the volume, the copywriting is too literary and there is no sales force! Whether it is design or copywriting The ultimate goal is to be able to sell goods, so only by selling ideas, from the perspective of users to understand and understand their thinking path, will show the good things to the fullest!
For example, in the title naming of the brand soft text, A: “Send health gift, I choose the beginning of the walnut oil”, “Good gift to send health, the beginning of the walnut oil full of sincerity,” and the other is B:” to the ceremony, Choose the beginning of the walnut oil! “The beginning of the walnut oil, let us say NO to health products!” Different titles occupy different meanings and core demands. Do you think the first two are better or the latter two are more targeted and public?
At the end of the meeting, in order to further train everyone’s sales work thinking, Mr. Wang encouraged everyone to take a look at the sales level books. The sales are done in a single sale, and the brand is doing collective sales. Under the guidance of the sales thinking of all the members of the new channel, everything starts from the basic needs of the users, starting from the sales of goods, through our brand marketing strategy and Implementation of the landing, I believe that customers will sell more products, sell more and sell longer!