7. Talk about how you told the advertising company to simplify the advertising plan into three steps, and who to talk to.

For the advertising media, the plan is the soul. In order to write a good plan, countless advertisers want to break their heads. It is necessary to go deep into the hearts of consumers, but also to have brand influence. The requirements of the financial owner's father are always so many ... What is a good plan and what are the factors of a good plan? What is the basic production idea or routine of a basic advertisement?

1. Three basic steps that advertisers must know

Basic advertising

Advertising is an industry and a business. Since it is a business, it will have its own business model, its own basic processes and rules and its own basic tools.

a. What do you want to say

What do you want to say? This is the first and most crucial step. Advertising has become the main way for most consumers to understand and recognize a brand or product. What should you let consumers know through your advertisement? At the beginning of helping customers create advertisements, you must ask yourself, "What is this customer's appeal for his own brand or product?" Simply put, it is what a customer's brand or product can give and promise to consumers (please believe that most consumers only care about these). Generally in the industry, we will call this appeal a "Proposition" or "Promise", but here, I prefer to call it "Benefit" (because this word is easier to impress consumers and better understood). Note that this Benefit is not a plural, and it is an important point to communicate only one Benefit. In other words, you must find out the most beneficial and differentiated Benefit of this brand or product, and use it to make yourself stand out from similar competing products.

B. Who do you want to talk to?

who are you going to talk to? Who is TA largely determines how to say it, where to say it, when to say it and even what to say. Once you have figured out what to say, you have to figure out another question, that is, who to say these words to. Just like the "What do you want to say", you can only say one point instead of all the points of interest, and you need to be targeted and communicate selectively with the audience. The audience you choose will determine your expression, form, delivery time, and specific media strategy. All this information will provide direction for your creativity. Audience is also called "TA(Target Audience)", "Target group" or "Target Market".

C. What do you say

What do you say? This is the most difficult and funny part. How to say it is sometimes more important than what to say.

1. Insight

"Those who spend half a second seeing through the essence of things and those who spend their whole lives not seeing the essence of things are doomed to be completely different fates." What is wisdom? The essence of wisdom is to see through the essence of things through insight and understanding. This ability to see the essence through phenomena is called "insight", and this process is called "insight". Through insight, we can find some deep connection between related things that is not perceived or discovered by ordinary people, or we can find the hidden reasons and underlying connections behind some phenomena. Insight is like a bridge, connecting this phenomenon with essence. Insight is actually an understanding and grasp of human nature. )

K-II has gained insight into the fact that modern women want to get rid of social pressure and become independent, confident and beautiful women through the social phenomenon of "leftover women". At the same time, this point can be associated with the brand proposition of SK-II “Change Destiny ". Another example is many advertisements in Thailand. Most of them have excellent creativity and production level, which is very easy to attract consumers' attention and forwarding. However, many consumers only remember advertisements instead of brands or products after reading them. This is often because advertisements lack insight into consumers or are not well related to brands and products. This is a typical advertisement with strong communication and weak relevance. If you want to exercise your "insight", you need curiosity, experience and a good brain. At the same time, you should also learn the skills of "attribution" and "* * * emotion" (insight really needs some experience, and after you have a good brain and a good method, you have to wait for years to give it to you).

2. Strategy

Actually, the word "strategy" has different interpretations in different contexts. It can be a complete thinking process, an idea or a conclusion. He is both a noun and a verb. As a verb: a whole set of thinking and analysis process from understanding the current state, setting reasonable goals, to determining the best solution (he also has a name called "planning", and many people will confuse them, and there is no way, it is a disaster that is easy to get); As the name: it is the best path and solution after analysis. Therefore, before discussing "strategy", you must first know which "strategy" the other party is talking about. If we have to define "strategy" or make it clear in one sentence, "strategy" is described as a set of "playing" and an effective method to achieve a certain goal.

3. Creativity

Creativity must be carried out under the guidance of strategy, and creativity means constant change; But change doesn't mean getting off track. The idea in the advertisement is to dance with shackles under the guidance of strategy, so as to make the strategy land. Creativity without strategy, even if it is whimsical, is an invalid creativity.

4. Creativity must empower communication

Good creativity can certainly empower communication itself and enhance the effect of communication. This is easy to understand and take for granted. In recent years, many enterprises are talking about "reducing costs and increasing efficiency", and in marketing communication, "creativity" is the best way to achieve "reducing costs and increasing efficiency". The better the creativity of the advertisement, the better the strategy will be, and our advertisement will be transferred from "broadcast" to "transmission", thus improving our communication effect geometrically and achieving the goal of spending little money and achieving great results.

5, so how to get creative?

A good idea is like an iceberg floating on the sea. What you see is the idea floating on the sea surface, but what you can't see is the concentration, reading, thinking, analysis, endless brainstorming meetings, endless classes, the draft that is confirmed and overturned, and the persistent pursuit for better. Therefore, a good idea is never an unexpected gain, but a result that can only be obtained after painstaking efforts.

first, get to the point. Please remember that advertising is an invasion of people's lives in any case. For example, do you open today's headlines to get information or watch the advertisements on them? Think of your advertisement as a man handing out leaflets on the street, handing out leaflets on the streets of Zhujiang New Town, which is the busy commuting time. Which of these two methods is easier to distribute leaflets? It is to say to passers-by, "Excuse me, sir, we are a new convenience store. This is our leaflet. It will be a discount to take it to our store for shopping. Take one." Or say, "Sir, look at the coupons." And then hand the leaflets directly to pedestrians?

second, the form is concise. If the consumer only has 3 seconds to see your advertisement, how should you make him remember what your advertisement wants to convey? In fact, there is not even 3 seconds, so try not to make your advertisement too complicated and fancy.