As the saying goes, "people are afraid famous pig afraid of strong," Perhaps the phrase is applicable in the past, but in today's era, the concept has changed, we are racking their brains to rack their brains to the famous, think of the wrist.Obvious reason, the famous pig selling price is higher than you are not known.Therefore, in order to make you a better price of pork, we need to sit down and explore the brand awareness of the problem.
For the well-known brands, the reputation is not a problem forever, but for many SMEs, especially those regional brands, in order to attempt a larger market, the first face is how to enhance the brand awareness of the problem.Consumers never heard of your brand, in the face will not be able to choose the time, the way is used to select those who are already familiar with the brand, which is a very natural sense of protection, consumers only know the brandpremise, you will be considered in the selection.
Build brand awareness from the few words the significance of today's business understanding to build brand awareness, but also is already out that the idea of advertising on television playing, but in actual operation, because many companies do not understand the brand awarenessestablish the basic rules still go a lot of detours and spent a lot of money to the wronged, but with little success, consumers ultimately do not remember your name.
Here we propose to establish a separate brand, first of all to face two major challenges from within the industry, the first is the challenge of the so-called brand experts, brand experts, brand building is a textbook system works, it is impossiblethe visibility of the brand in isolation alone to do, but should fully take into account other elements of the brand: brand reputation, brand loyalty and so on.But first you need to understand is that consumers do not know who you are and what you can do under the circumstances, how will the brand reputation, loyalty and brand association problems?Another object of the view that awareness does not help sales.Consumers do not necessarily know your name light will make buying action, but the problem is, if he did not even know your name, the more will not make the decision to buy your product, because the purchase means that risk.
When you, as a latecomer, just enter new markets, the first face is well-known problem, you need to tell people out loud who you are, what you are doing.Therefore, the period in building brand awareness, do not expect too much, do not want to say anything.Remember, your task is only one, so that others remember you, something else later.
Establishing brand recognition errors:
First, say too much
The first advertising in the media to want to talk about everything, and the result is equal to nothing about the consumer not heard anything.
Second, say too little
The first appearance in the media, as you meet a new friend, to let people remember you need both a business card, but also self-introduction, and even friends to help out with introductions and, finally, others stressed again and again, tostrengthen the people's memory, but you have the advertising practices of the conventional, but only appeared in the target for some product names and company LOGO, the result is the consumer saw a long time, did not see the name of your product, the consequence is that yousilent, the silent way to go.
Third, that's so wonderful
Wonderful stories of natural attractions, but the advertising is not a story, especially for products just to show his face is concerned, if the story is too great, they might remember the story of consumers, the product gave ignored.Just recently saw an advertising of the brand, took a breath three sensational advertising, the problem is not the sensational ads are good, but on the wrong issues.Others is a familiar brand, already well known function, others the purpose of advertising is sensational play by emotional appeals to further narrow the distance between the target audience in order to establish emotional segment, but up to you as a new producttake the emotional route, it would be easy to overlook the product itself.
Fourth, that the Pacific
Things will always be superior to get attention, certainly turn heads on the street than the old lady beauty high.If your ad is too popular on the idea, and it is difficult from a number of ads come out, people are telling the same way hundreds of times, you have to repeat?Practice with the emotional demands of the industry, you too emotional?Selling other people, you crying?
A brand names in advertising, how to say good, that's wonderful, said the quack, let others to remember, should follow the following rules:
A simple
You must clear your task now is to build awareness and tell people who you are and what you do, just enough, that we must first solve the Lianshu, do not expect too much in advertising the expression of something inside, so thatHow many consumers even your production lines, process all remember, these are beyond question, you first and foremost task now is to shout it out loud - I come!
Second, direct
Less convoluted as possible, all ideas are blasting around the product.Start Time listed, Start Time clever homonym with "four Uncle" carry out his, though a bit vulgar, teasing meaning, but it highlights the brand's name directly, the whole idea is to start around the name, you say consumersWhy can not remember the four-uncle.There are clear examples of the same mouth tablets, "to know the taste of you kiss? Like where to go, I said clean the mouth tablets ... ..."
Third, surprisingly
To get people to remember you, your thoughts on the fixed point to make themselves look different.American Family Life Insurance Company (AFLAC) to do the first ten years of advertising, but few people remember the company, until they order the duck "Quack! Caw!" Sound as a creative date.This is indeed a bit crazy.When you read out loud when the AFLAC, sounds like a duck call, so that they boldly introduced to the sound of a duck's quack ideas in the past, when people in conversation, there are always a duck quack to the sidechaos interrupted.That the ordinary man crazy, naive, are not traditional advertising, but still achieved a great success: in the ad aired six days, AFLAC site visits than previous year more than the total number, total sales increased55%, 91% of Americans are aware of the AFLAC, more interestingly, one of the 1 / 3 is not to say AFLAC, but like a duck, like shouting out, not only that, AFLAC duck actually turned into a popular image, all Generalis shouted from time to time AFLAC, which is equivalent to the value of tens of thousands of free advertising.
Nature made all of this, the decision-making and AFLAC has a close relationship, because he knows he needs now is visibility, no matter what, as long as other people to know his company name on the line, precisely because of their intellect,it led to a bold creative people.
Someone with beauty, you try to bald men, people say, when you try to sing it.Most illogical, is advertising the most logical, consistent with the logic of advertising communication.
Fourth, the product is the protagonist
Advertising can not ignore the product to creativity, especially in first appearance, but should fully display the product to the creative product as the main character, amplification, of course, not as some ads say it, just let the product on the screenon the fly, but subtly on display.
Fifth, the memory point
Details of the most likely to be attracted and impressed in the human mind, often emerging out some type of plot fragments, perhaps the specific content of a movie you forget, but there was a plot such as the new memory, such as"A Better Tomorrow," which Ma Ying-jeou Stick plot of biting, many people never forget it, this is the memory point.An advertisement broadcast over, you must have a detail, or picture or language so that consumers remember Nongfuguoyuan's "Shake before drinking" is the memory point is very good example.
Sixth, more than twice that product name
Need to remind people of memory, the first dealing with people, to make others remember you, you have to call twice more than his name, remember that in 30 seconds or 15 seconds of the ad, the brand name appears only once the absolutewas a mistake, you have to call twice more, consumers could only hear, do not be afraid to repeat rather more not less.
Build brand awareness mentioned above the law, can only help you try to not make mistakes or less, are really started a brand, and ultimately also on the big ideas of the blast.