Yi Jiayan: How to improve agricultural brand awareness

First, it is necessary to ensure the high quality and safety of agricultural products as a prerequisite. No matter what kind of agricultural product it is, to improve brand awareness, high quality, safety and security must be the starting point. Agricultural products are people's daily necessities, and their brand awareness is largely spread by word of mouth, and consumers will "vote with their mouths." In the 1990s, two fruits became very popular in the market, one was the Su pear planted on the sandy soil of the old Yellow River channel, and the other was the rock sugar orange from the Xuefeng Mountains, both because of their unique quality and nutrition. And won the love of consumers. However, in recent years, the popularity of these two fruits has faded. Some people believe that it is not only because the development of the fruit industry has given people more choices, but also has an essential relationship with the changes in their inherent variety and quality. Therefore, in order to increase brand awareness, we must make great efforts to ensure and improve the quality of agricultural products.

Second, we need to give the brand the wings of association. The product is the protagonist of the brand. "High quality and safety" are internalized in agricultural products, providing consumers with "taste" and "security". Therefore, the product itself must not be ignored for the sake of creativity, especially when new products are launched on the market. It is necessary to carry out a comprehensive three-dimensional display of the product and amplify the product as the core of creativity. Of course, this doesn’t mean just letting the product and its growing environment fly around on the screen like some advertisements. To make agricultural products unforgettable and well-known, we must comprehensively use external "shaping" elements such as brand names, brand logos and symbols to give the brand wings of imagination, so that consumers can interact in multiple dimensions such as sight, hearing and imagination. Leave a deep imprint on the space.

The communication methods of many agricultural product brands are very similar, making it difficult for the brand to stand out. For example, most of them promote high-quality environment, natural growth, and no pesticides and fertilizers, but rarely touch on the quality, nutrition, and applicable groups of the product itself. This kind of stereotyped advertising depicts natural beauty to people, but what is the difference between this brand and another brand's products? Consumers are often confused. Many times they remember the beauty of the picture, but cannot remember the name of the brand. . Using simple, direct, and surprising slogans or logos to establish associations between brands and product categories is one of the tried-and-tested experiences of some successful companies. For example, strawberry production has developed rapidly in the suburbs of Beijing in recent years. I often see greenhouses with slogans such as "Musical Strawberries" and "Cream Strawberries" to attract picking tourists. Such undifferentiated slogans will definitely have limited effect, and if Names like "Laowangtou Strawberry" and "Erya Strawberry" might make it more attractive. Just like "Wang Mazi scissors" and "Zhang Xiaoquan scissors", because it is not only a symbol of quality, but also represents differentiation and personalization.

Third, we must be clever in "going to the end of the world alone". Especially for agricultural products in the early stages of brand creation, it is necessary to conduct in-depth research on market positioning and then choose suitable promotion channels or channel combinations such as two-dimensional, three-dimensional, and online. You cannot try to promote the product in order to sell it to all consumers. Casting a wide net in the media would otherwise create a sunk cost of investing heavily with no reverberation. For example, if your target customers are aerialists, you can consider promoting them in flight magazines and aerial video programs; if they are limited to a certain regional market, there is no need to increase your visibility nationwide. Of course, the various agricultural product exhibitions and promotion activities that have emerged rapidly in recent years are worthy of attention and attention for enhancing the influence of small and medium-sized enterprises and regional agricultural product brands.

Fourth, learn to “borrow a boat to go to sea”. Agricultural products are different from most other consumer goods. Everyone is destined to be a consumer, but differences in consumption habits and living standards lead to market segmentation. Therefore, it is a good choice to increase brand awareness with the help of some influential platforms. The first is publicity and publicity. A few years ago, a high-quality agricultural product base once held an on-site brand promotion in Wangfujing Pedestrian Street in Beijing, and the effect was very good. The second is event sponsorship. Depending on the target market, selectively sponsoring high-profile events is often more effective than direct advertising. Several beer brands discovered this "secret" a long time ago. You will find that sports events are so closely related to them, and there is no need to say more about sports brands such as Nike and Adidas. The third is to insert advertisements. If high-end agricultural products brand promotion elements are embedded in urban dramas full of "white, rich and beautiful" and "tall, rich and handsome", some brands will definitely have unexpected gains and surprises.

Also, tell the brand story well.

China's farming culture has a long history. Each high-quality agricultural product comes from different soil, climate and working techniques. Each brand has a different story. Brand not only means quality, but also a feast of culture and a high ground for emotional interaction between producers and consumers. Green Arrow chewing gum uses the story of singing to express the embarrassment caused by bad breath and demonstrates the brand proposition of "close to nature". Today, Jiaozhou cabbage, which is well-known at home and abroad, is very expensive. Although not many people can clearly explain its characteristics of white juice, fresh and sweet taste, low fiber, rich nutrition and high yield, in 1926 Mr. Lu Xun wrote that "it is shipped to Zhejiang with a red-headed rope" The description of "tying vegetable roots and hanging them upside down in front of the fruit shop" is still vivid and mouth-watering today. There is a local TV station that runs a very good financial program. A few days ago, it made a program specifically about "red dates". There is only one core character in the program. The entire program is about telling the story of this red date brand. It is deeply touching and impressive. If you don’t go away, I think this is a 360-degree brand broadcast and a higher level of brand marketing.