An argument for “advertising cannot be trusted”?

Disadvantage 1: bluffing,

gives the impression that it is difficult to live up to the name

It is true that dealers must be interested in the products or projects of the investor and reach cooperation. "Luring them with benefits" is the most effective first method. Therefore, many chain and franchise investment advertisements are very exaggerated in this regard, depicting the profit margins of the products as extremely huge, but in fact they are empty and cannot withstand scrutiny. A count of the most common statements in such advertisements will illustrate the problem: "Big business opportunities create millionaires," "The money-making machine is waiting for you to start," and the like. When advertising explains the market space to dealers, they speak without hesitation. Let’s take one of the most obvious examples:

“According to statistics, the average annual consumption of shirts per person in mainland China is two pieces. With 500,000 people in an ordinary prefecture-level city, we only need to occupy 10% In the market, the gross profit of each ×× brand shirt is 30 yuan, and the net profit per year is 3 million yuan.”

If millionaires are created in this way, it would be too easy. . How many of the 500,000 people are potential consumers of this brand of shirts? How many people are the target consumers at this price point? Can it be achieved by “just occupying 10% of the market”? Which domestic famous brand manufacturer's products have reached 10% market share?

However, when faced with the second biggest concern of dealers - investment amount and input-output ratio, they even blindly promised to "recover all investment in three months, and the return in one year is 300%" ”, “Low investment like a no-cost business”.

When dealers face such advertisements, their first reaction must be: "Why is it my turn to do such a good project?" "How can I believe it so easily?"

Everyone who has worked hard in the business world, whether a big boss or a small boss, has his or her own shrewdness. To use a popular saying, "Who is stupider than who?" The more intimidating you are with your power, the more you reveal "the hypocrisy hidden under the leather robe." Therefore, such bluff investment advertisements probably have no actual effect.

Disadvantage 2: Pretending to be mysterious and playing with concepts

Perhaps drawing on the marketing theory of "eyeball economy", many advertising managers of chain franchises seize the advertising audience when recruiting investment. As the main target, investment advertisements also play a role in "suspense". They don't say what product or industry. They simply don't say anything at all. They just tell you: "One phone call = unlimited business opportunities", "Don't want to become a millionaire". Rich people, please don’t call this number.” “If you don’t call this number, you will lose 2 million yuan.” The company’s franchise consultation phone number is prominently displayed on the page.

Let’s take a look and analyze the motivations of these advertisers. In fact, they want you to call this investment hotline out of curiosity without any mental preparation, and then, through the consultant’s "phone call", Let those who are willing to join become interested in the franchised products or projects, so as to achieve the purpose of successful investment. The biggest function of this type of advertising is to "attract people first and then talk."

It is undeniable that in the early days when this type of advertising was popular, many chain franchise brands did achieve the goal of attracting investment due to their better products, coupled with the detailed information provided, plan explanations and solid basic work in the later period. expected effect. However, most companies, especially brands that use these "techniques" in the later period, fail and fail.

There are probably three reasons for this: First, the advertising audience is only curious but not interested. Who would be interested in a product that they don’t know anything about? Second, it is impossible to capture high-quality customers. There was a catering chain company that used this method to advertise investment. As a result, there were a lot of consultation calls, 200 to 300 per day, but no one was in the catering industry or interested in investing in the catering industry. The investment plan was naturally aborted. The third is the dealer's rebellious psychology, thinking that you are "playing tricks" and "fishing". The more fancy you are, the less likely I will be fooled.

Disadvantage 3: Confused concepts and blind pursuit of success

Advertising is the first step in communicating with franchisees. What is the first and most urgent thing to tell dealers? Point is very important. Some investment brands are greedy for perfection and want to convey all the information. In fact, it is impossible and unnecessary to do so. The advertising audience does not have the patience to read your full-page report from beginning to end, nor can they quickly understand the most essential parts of your investment activities. If it didn't arouse his interest the first time, subsequent efforts would be more difficult.

Disadvantage 4: No creativity, just random fabrication

The investment advertisements for chain franchises belong to the category of advertising that emphasizes rational appeals. However, some companies have gone to the extreme and believe that rational appeal advertisements are straightforward and there is no need to be creative. As a result, most of the overwhelming investment advertisements in many newspapers and periodicals belong to the "slogan category": "×× is grandly inviting investment nationwide!", "Walking with ×××, and becoming a rich man in the new century!" Slogans such as these are mixed together, and they are the same and have no personality. It cannot attract people's attention, and it also reflects the lack of integrated promotion capabilities of investment brand marketing. What’s even more interesting is that on the one hand, some companies promise in their investment advertisements that “top marketing planning experts will plan the entire case and provide regional promotion advertising plans for regional franchisees.” People feel that they are not worthy of their reputation. The above symptoms are caused not only by the low level of the franchised brands or the advertising companies and planning companies that serve them, but also the misunderstanding of advertising and the lack of attention to the creation of investment advertisements are also one of the root causes of the problem. Generally speaking, for most new projects, investment advertisements appear for the first time. Although the focus is mainly on people in the industry, whether or not they can win the "lucky lottery" is not only crucial to the success of investment promotion, but also has a great impact on the product and corporate image. Deeply, it directly affects whether the product can achieve good sales performance after it is launched.