The advertising strategy of investment promotion advertisement

Clear object of appeal --- aiming at the target, the arrow is not false

It is important to determine the object of investment advertising. To enterprises must understand their target customers have what characteristics, how to quickly and accurately reach the target customers in mind. This actually involves the problem of enterprise positioning. That is to say, before doing investment advertising, enterprises must first have a clear positioning, and then according to the enterprise positioning product positioning and brand positioning, refining the advertising theme, and then to carry out such as "doing investment advertising" and so on. Otherwise, investment advertising is bound to be blind, not conducive to the maintenance of the product image is also not conducive to the overall branding of the enterprise, and ultimately create a huge waste of enterprise.

Highlighting the theme of advertising - accurate positioning, focusing on the fight

Merchants ads should first have a very accurate positioning, especially in today's information is complicated and mixed competition, no personalized, no unique selling point (USP) of the ads, is tantamount to taking the money to the water. Merchants ads can best be directly in the title of their product differences and benefits, so that the audience in the first time on the product is used for what, or, after reading, dealers can understand why they want to do this product, do what benefits, especially with some other homogeneous product comparison.

Many investment enterprises also have a common problem, is greedy for all. In an investment advertisement, they often want to pile all the information on top to convey the superiority and difference of the product. But in practice, this approach does not get the desired effect. Ads are subject to the end of the information in the pile will not have the full patience to your a full-page or half-page ads to read all the way through. Merchants investment advertising should be the first time to attract their attention, in order to allow them to quickly understand the investment enterprise investment activities in the most important part of the essence. Remember, investment advertising is not product advertising, we can use the investment meeting or investment manual to publicize these.

To fulfill the principle of good faith - sincere confession, a promise of gold

In the integrity of the current market economy is increasingly important, the dealers of investment advertising is the first reaction: how the integrity of the enterprise? Advertisements in the various commitments - including future advertising support, think-tank support, etc. can be realized in the future process of cooperation? Especially due to the increasingly fierce competition in investment, many companies want to do everything possible to attract the attention of dealers, they always want to boast their own products into a favorite flower, so they tend to use some unrealistic words and language in investment advertising. Such as: "do not make this call, you will lose how much", "a phone call = 1 million dollars" and so on. However, such investment advertising is often counterproductive, we must know, investment advertising is done to the industry to see, and enterprises to attract the industry practitioners, excellent people and excellent enterprises. Moreover, many dealers After reading the first reaction is: "Really such a good opportunity? How can it be my turn?" Therefore, I believe that, first of all, the most important point is that investment enterprises try to do investment advertising integrity and real, from the dealer's needs, to master their psychology. Merchants advertising is not the more sensational the better, not the more outrageous the better, but you have to be from their own can provide each other with publicity resources, promotional tools, return on investment and services to make a more real commitment to their product features, competitiveness, profit margins to speak clearly, and effectively treat dealers as their own partners, honor and disgrace **** stock, resources **** enjoy, strong alliance, sincere collaboration, so that Only then can we win the investment *** win.

Description of attractive prospects - creative unique, rational persuasion

Merchants advertising is more focused on rational appeal, but, in practice, I note that the exquisite creativity is absolutely indispensable. Because, only with a killing creative investment advertising, dealers may be the first time to find you, and produce continue to look down the interest.

Content to be enticing means that by telling the facts and reasoning, citing the market potential of the product, the prospects for development, as well as more importantly, the interests of the agents and dealers to ensure. No profit is not business, as long as the agent has to get visible benefits, will be with you **** with to develop the market. Like the automatic doors and windows products we cited earlier, in Europe and the United States has indeed been popular for many years, while in the business strategy, due to the time when the first to open up the market, the agents and dealers face a certain degree of market risk, so we propose to give the agents more and more high business interests. In such an attractive market prospects and business interests driven by the agents and manufacturers of business cooperation appears to be full of energy.

Integration of communication resources--effective placement, expanding the results

With a well-prepared series of investment ads, we also need to consider where to place these ads. This requires manufacturers must find the right media, determine the correct and reasonable media mix and do a good job of advertising scheduling. Specifically as described below.

First, companies must carefully investigate the target audience's habits, choose the target audience often read or often contact with the media. For example, to do some kind of "weight loss" equipment investment advertising, we must investigate and analyze which groups are most concerned about "weight loss" equipment investment advertising, as well as their frequent contact with the media.

Second, to determine the correct and reasonable media mix. The target audience is often exposed to more than one media, which requires us to make the necessary combination. Manufacturers choose more media have "Sales and Marketing", "Modern Marketing", "China Business Opportunity Express", "Mass Investment", "Business" and so on, these media readers a wide range of different characteristics, the actual selection process, it is best to target the choice to improve the advertising effect.

Third, according to the actual needs and target audience's cognitive principle of advertising scheduling. In order to strengthen the effect of investment, in general, investment advertising is not only published once, but to choose a specific time, or in the whole year for regular placement. This requires the actual need to develop a reasonable advertising schedule. Critical period of more investment, such as in the investment meeting before, pay attention to investment advertising, in order to fully demonstrate the strength of the enterprise in the target group, and quickly improve the visibility and reputation, the enterprise will have to increase the density of advertising, the other period, you can intervals for the placement. As for how to determine the interval, which needs to be combined with the cognitive principle of the target audience and the actual financial strength of the enterprise to determine. Limited to space, here will not repeat.

In the specific dissemination of the strategy to put the way, there are stages and steps to develop the implementation of the plan program. To fully take into account the following aspects: investment in the target group, the degree of dissemination of the reach, the convenient way to contact, the agents of the distribution of the purchase of psychological and so on.

In the initial stage, try to abandon the traditional large-scale investment bombing, one is too risky, the second is the advertising start-up time are longer, need considerable strength to support such strategic operations. Should be aimed at the target consumer groups, buying groups concentrated in the venue area, the use of some low-cost way, the dissemination of investment. Each communication investment in a manageable and measurable range.

To the rapid development of the period, while the target consumer groups and is a relatively wide range of groups, products have entered the mass marketing channels under the circumstances, the enterprise has a certain strength and accumulation, this time and then consider putting a large number of typical advertising methods, such as newspapers and magazines, road signs and so on. Marketing growth effect is obvious, the enterprise can also afford.

In summary, the success of investment advertising, not only involves the product's preliminary research, product planning, product packaging, etc., but also involves the integration of the later implementation.