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A lot of advertisers will think: How much commercial energy can be detonated by a particularly good advertising idea?

There is a case below:

The most profitable movie in the world is called “Witch Blair.” Do you know how high the unit-to-output ratio of this film is? The district invested 60,000 US dollars and the box office was as high as 248 million US dollars. “Avatar” “Speed ​​and Passion” “Avengers” did not make money like this.

The only reason for the miracle of “Witch Blair” is that the advertisements are doing well.

The movie trailer is particularly magical: there is a witch in the forest. No one dares to go in, but there are several young people who don’t believe in evil. They bring a DV to go in, and the result is life and death. Search and rescue The team only found the DV they left behind.

What happened to them…

You are missing a movie ticket from the truth. This is the effect that advertising has to create.

“Witch Blair” has no exquisite plot, which is the carrier of suspense, advertising is suspense.

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This case is often used by European and American advertisers as a model. The traditional advertising industry in Europe and the United States has been dying under the impact of Facebook and Google, and they are looking for the value of their existence.

Keith Rehhard (the world’s top advertising company DDB global chairman) as a benchmark in the European and American advertising industry, with more than 50 years of experience, he still judges: “This era of digital popularity, the future direction of the advertising industry Instead of chasing the novel AI (artificial intelligence) big data, it is necessary to re-focus on the fundamental problem of the industry, that is, how to tell the story well. No matter how the technology is refurbished, the fundamental characteristics of human nature have not changed. The storytelling is ever. The most effective way to communicate.”

However, returning to the actual operational level, detonating the trend of first-class creativity, after all, is a small probability event.

What really needs to be considered is “How to make efficient marketing the norm?”

Here, I want to base on some actual situations in the domestic advertising industry.Talk about my “advertising energetics.”

01.Advertising can be a clever waste

The 2019 China Advertising Market Trend released by CCTV Market Research (CTR) shows that advertisers who increased their budgets in 2019 hit a 10-year low, and in 2018, the number of advertising practitioners increased by 6 years, and the domestic traditional advertising market accommodated nearly 5.6 million. The advertisers and 50,000 agencies have an annual turnover of nearly 800 billion.

However, the cognitive skills and solutions of the traditional advertising industry have hardly changed. I often hear the following context:

Context One:

The traditional business of the advertising industry is difficult to maintain. The so-called traditional business is to design content according to the needs of customers, plan marketing plans, and after receiving customer approval, select the media in which the target group is concentrated.

Context 2:

Advertising companies open planning meetings all day long to discuss how customers’ products create selling points, generate content copywriting, and then find the media that the target users match the most. The main marketing tool is to create various hot events and then pass The media puts the information on.

Context 3:

The biggest competitiveness of the public relations advertising industry is people. It wins the recognition of customers with the intelligence service of the team. It also makes public relations advertisements. Compared with others, your plan is more creative than others, and the execution is more solid.

……

The above strategy fee is more powerful, and it consumes more resources, and it is just “communicating information.”

In my opinion, the core value of advertising strategy is two, either “detonating the customer’s psychological potential” or “accurately touching the customer’s mind”. Most advertising companies’ operating strategies are one of the effects.

What is “detonating customer psychology potential”? Let me give you an example:

There is a consulting company that only serves 30 customers a year, but this year it spent a lot of money on the Beijing Airport Express.

The company’s CEO said that there is a 15-year old customer who has met almost every month for more than a decade. The relationship is very close, but the other party’s impression of his company is just like he just met a dozen years ago, until he is At the Beijing Airport Expressway, I saw the company’s large billboards. I know that this brand has more than 10 million yuan a year before I re-recognize the company.

Only serving 30 customers a year, is it worth the big price to advertise? This is to detonate the psychological potential of customers and awaken more “sleeping customers”.

The CEO of the consulting company later figured it out. If you are more concerned about detonating potential energy, then “precise delivery” is not your dish, not “waste” without return.

Assuming Rolls-Royce ads are just “precisely placed” for people who can afford Rolls-Royce, then they won’t buy Rolls-Royce. Because of the brandIt is an identity symbol. Only the public knows the property of Rolls-Royce, and the wealthy of the niche will buy Rolls-Royce.

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If you have been to remote towns in Xinjiang, Gansu, Guangxi, and Henan, billboards for oppo and vivo phones can be found everywhere.

They will put a lot of signboards on one floor, and even the balcony of each of the residential buildings will be oppo and vivo signs. This “wasting” is to detonate potential energy.

02. “Advertising Factory” is losing to “Advertising Machine”

For a while, many companies have made advertising into industrial products.

What do you mean? It is a standardized thing, mass production.

For example, the blue cursor used to be a major customer such as Lenovo Computer and Toyota Motor. The strategy is to write a manuscript, send media to quickly scroll the business, and some car test drive experience and soft papers have been standardized by blue tags. .

For example, Focus Media, which used to be standardized by hard advertisements, put display screens in building elevators across the country, and became the giant of domestic building elevator advertising.

Blue Cursor or Focus Media is a typical “advertising factory” with the main advantage of coverage. However, all standardized products in mass production have a weakness – it is difficult to “accurately touch the user’s mind”.

In the era of mobile internet and AI, content is moving toward “customization.”

At the beginning of Yahoo and Sina, news information was Internet-enabled, and users were free to choose information content;

Sina Weibo was born, the threshold for creating content was greatly reduced, and everyone can engage in “media career”;

WeChat was born, people began to spread the information they think is most relevant through the circle of friends and subscriptions, and the media is moving towards circle and community;

After the creation of the headline today, it was completely recommended with personalized information, fully demonstrating the artificial intelligence of collective learning, and the engine of information recommendation appeared.

The evolutionary iterations of social networks and new media almost completely “dismantle” everyone’s attention. At any time, the “information and information combination” chosen by each person is completely different.

Under this megatrend, the best solution to break through the marketing bottleneck emerges – intelligent recommendation.

Using the user’s interest tag, “smart” presents different uses