What kind of advertisement can really impress young people?

With the young people's style of behavior, ideological characteristics, purchasing habits, psychological effects match, the main thing is to be able to match the values of young people, produce **** Ming, naturally, there will be young people will be sought after. Because young people on the advertisement is capricious, and is chasing, the so-called capricious is that he feels good is good, or else again big-name ads have nothing to do with him, the so-called chasing is that once he agrees with the ads in line with his as a young consumer trend of ideological outlook, outlook on life, outlook on life, it will be by the bones of the chase this brand and put into action to embrace and buy

Survey population for the 16~26 years old young people The survey population is young people aged 16~26 years old, male and female, mainly targeting the school student group. The survey was conducted through a telephone question-and-answer (Q&A) format, which included the following questions: the influence of the media, the influence of the mode of communication, the influence of the channel of communication, and the influence of the means of communication. Of the total ****50 telephone surveys, 46 were successfully conducted. Here are the statistics:

The surveyed women were 32, 4 people refused to answer the question of the actual valid data for 28 people, 18 men; in the 18~21 people accounted for 82.6%. Overall the number of people who preferred TV nearly 65%, cell phones accounted for nearly 76%, and the Internet accounted for 79% is the most influential way of communication on the youth, while the opposite is the radio in the youth of the influence of the lower only 6.5%. There is a big difference in the types of advertising messages that females and males focus on. Men are more interested in sports and leisure and military news, but women are more interested in clothing and beauty. In terms of their favorite types of advertisements, the respondents generally preferred easy-to-accept advertisements and were easily attracted by novel advertisements, while thought-provoking public service advertisements also aroused young people's thoughts***. When dealing with leaflets and small advertisements distributed on the street, all of them reflect different degrees of impatience and resistance, believing that they are not trustworthy, and only a few people will finish reading these messages. I found in the survey, most young people like to share their own experience and insights, which is an important topic of chatting teenagers usually, and for the companions around the recommendations and suggestions generally show more trust, will give a considerable degree of importance, and finally, to come up with an invariable factor, that is, innovation and emotion is the eternal clues of the ads to impress the young people. Young people's what are new ideas, emotional appeal and rational needs, a good advertisement to find young people's psychological entry point, reasonable and appropriate advertising and product promotion, in order to achieve the maximum publicity effect.

Nowadays, most of the brands have encountered the following problems:

1. Consumer behavior has changed. Social networks have completely changed the consumer outlook and behavior of the new generation. Today's young people groups no longer watch TV, all the attention is turned to the computer, cell phones, tablets, young people can completely independent of the content of choice preferences, no longer subject to the influence of mandatory content dissemination. This also means the real arrival of the era of consumer sovereignty.

2. Increased competition. The market is becoming more and more segmented, and there are a large number of businesses competing in each segment. Under the environment of the red sea of the market, the traffic is becoming more expensive, price war, consumers believe that the platform does not believe in the brand and other issues are inevitable.

3, cultural generation. Most of the long-established traditional brands have encountered the problem of brand aging, and in fact, the root cause of brand aging is not the age of the brand aging, but not recognized by young people. The large-scale connection of the Internet has given birth to a variety of subcultures in the young population, thus giving rise to the problem of cultural generation. The fact that traditional brands don't understand the language and culture of young people is the essence of brand aging.

When we talk about these issues, we realize that one thing is indispensable - the Internet. The classic methodology of traditional marketing was practiced before the Internet era. But today, its shortcomings are gradually revealed so that the overall methodology began to collapse. To summarize in another way: traditional marketing is no longer applicable to the Internet environment.

So what kind of marketing is acceptable to today's youth? Let's examine a case study of Internet-minded marketing for a Tmall brand.

PPW is a Tmall e-commerce brand specializing in buttock cushions. At a time when most brands are suffering from Internet anxiety, PPW has taken the lead in trying to interact with the younger crowd and gain traffic through new media.

As we all know, the function of buttock cushion is to beautify and shape the buttocks, so PPW considered the audience group of post-85s and post-90s, and focused more on the emotional attributes of the message of this event marketing.

The event marketing*** was completed in two stages:

Phase 1: launched the #Beauty Butt Contest# microblogging photo campaign for the first round of dissemination, and successfully triggered the audience's attention through reasonable guidance and advertising. At the same time, this stage also creatively combined with short videos (Weishi, Meipai) to do the video marketing of "universal PP shake\".

The second stage: the launch of the #Soul Sitting Competition#, also a microblogging photo activity, but the psychological threshold of audience participation is lower, leveraging the #Shining Buttocks Competition# to trigger the explosive point and promote the secondary dissemination of the event. the PPW brand received a lot of exposure, while a large number of users were attracted to the competition, to achieve the traffic and fans of the import of both.

This event marketing probably attracted a total of ten million levels of exposure. And its event planning company alpaca first through the data summary, found that the young groups of this event marketing concerns are as follows:

1, the class of sexual culture

For the more conservative thinking of the 60s and 70s, the buttocks of such a sensitive part of the sun, can not say sun on the sun? The girl's sitting posture should be dignified and elegant, can not \ "soul \"? However, the open-minded young group will not be concerned about these, but on the contrary, the \"tanning buttocks\"\"\"soulful sitting posture\"\" these sensitive words have a strong curiosity. It is precisely because it hits the G-spot of the younger generation that such an event can really affect them.

2. Participation

The campaign itself is highly topical and participatory. Xiaomi co-founder Wanqiang Lai mentioned in "Participation" that participation is having fun with users. Remember, love and share is the essence of social marketing, and the design of engagement is to mobilize emotional attributes. In the communication environment of the Internet, hitting emotional attributes can play a role in word-of-mouth communication, which is of great value to the brand.

3, subculture posters

The activity posters adopt the elements of secondary subculture, uncouth, campus goddesses, which have strong ornamental and cultural immersion, thus stimulating the participation of the post-85s and post-90s.

The main points of the case can be summarized like this:

1. Functional attributes are necessary, and emotional attributes are strongly needed. Facing the young group, emotional attributes should be emphasized.

2. Participation design.

3, embrace the Internet subculture.

This is a successful marketing case that can influence today's young groups.

Whether it's subculture or participation, this is just the level of art. The essence of this change is the underlying reconfiguration of the business world by the Internet:

The decentralizing effect of the Internet has permeated all areas of the business world. Today's social networks have completely broken up the pyramid communication model of traditional media in the past, making the connection between nodes even flatter. Massive megaphone marketing based on the pyramid model is completely ineffective in the Internet age. Prahalad, the author of The Consumer Dynasty, once said: \"Company-centered" type of innovation has died. Instead, consumers are playing an increasingly large role in creating value through their unique personal experiences.

In this communication environment, the era of consumer sovereignty has truly arrived, and brands should take the initiative to lower their stance and make friends with users. Brands with a sense of temperature and human touch are more likely to be accepted by future consumers.

The PPW event marketing tells us that young people, as an important consumer group, will get unexpected results if we consider their needs, apply them boldly and guide them reasonably.

First of all, the target group - "young people"; secondly, the purpose - to really impress and sell; finally, the method is to advertise! Solutions and processes:

1, to determine the behavioral data and consumption receipts of the target group, to determine the consumer portrait! Including: age (age range) gender (male/female) consumer behavior analysis (price range/search heat portrait/comment heat portrait) and so on;

2, detached from the value of the product to sell the product is to find the so-called sentiment, is the people of this era **** sex, stars, songs, events, popular vocabulary and the product's functionality hooked up, eg Jiang Xiaobai China's first white wine a person to drink. Background is 80/90 only child this era brings social change, a person's refrigerator a person's soybean milk machine, from the product is no innovation but in the understanding of this era of people's lives;

3, the form of the advertisement is just wrong, the lack of interaction, if you want to impress the people, to be more through the interactive media, event marketing, etc. as much as possible with the target customer group interaction, will really achieve the Marketing purpose!

If it is of interest to young people, it can easily impress them.

So the important thing is where this point is and how to find it, there is a need to do an examination if necessary.

Some people say that the advertisement that can enhance the selling power of the product is a good advertisement, others say that the advertisement that can enhance the image of the brand is a good advertisement, and some even say that the advertisement that can make people spread spontaneously is a good advertisement and so on. Yes, we can not reject these statements, because these statements are the essence of the masters of advertising, countless advertisers, countless advertising audience refined. In the 1950s, the world's advertising guru: R. Reis, put forward the theory of Unique Selling Proposition (USP), what he means is that it must be the ultimate benefit that other brands fail to provide to the consumer, and it must be able to establish a brand in the mind of the consumer's position, so that the consumer is convinced that the ultimate benefit provided by the brand is the brand's unique, distinctive and optimal.

Whether the advertisement is based on the selling point of the product or from the brand image construction, whether you are rational or emotional temptation, but the fundamental starting point of the advertisement must be to be able to move the consumer, and only such advertisements can be called valuable advertisements.