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To have an advertising idea, first find a sales problem

In the sale of goods, there will be many difficulties, to find out these problems, in order to be targeted and targeted to create ideas. Targeted creativity is often easy to succeed. The following is a specific example: Example 1 Jensen Company is the largest manufacturer of slab wax and polishing wax in the manufacturing area. They brought a kind of polishing wax to the advertising company to request the advertisement. This wax has the obvious advantage over its competitors that it is not a paste that has been used in the past but uses a sprayer, which gives people quick and convenient. The advertising company did not immediately designate a creative team to create an exciting "quick and convenient" advertisement. Instead, they begin to collect the necessary information to understand the “sales puzzle” from the data. And two problems have been clarified: First, through comprehensive and meticulous observation of commodities, markets, competition, and sales targets, it is found that polishing wax is not a healthy market, and its sales volume is decreasing significantly. What is the problem? The problem is that women don't like to wax their furniture because it's an annoying chores. They only play wax once or twice a month, and hope that the fewer times they do, the better. Second, another problem was found in the survey, that is, women “smear dust” on their furniture almost every day. From the above two questions, it leads to a strategic concept: If there is a way to find a way to transfer the furniture polishing wax that is only rubbed once a month to the dusty cloth once a day, what will happen? What? The creative team adopted this creative strategy of “putting it on a dusty cloth” and highlighting the promise of “being bright and beautiful when you wipe the dust”, the result is a significant sale. success. Although Jensen’s “Reputable Brand Polishing Wax” did not prevent the decline of the furniture polishing wax market, it has doubled the market on the original basis. With the right sales ideas, the right strategy, the right words and performance, it makes everything right. This example shows that if there are no ideas and strategies for sales challenges, sales success is impossible. And if you don't get close to the customer and have a clear understanding of the problem, you can't find a strategy, and it's even less likely to have targeted ideas. Example 2 There is a “Jiaomei” diaper that has been lost after use. This kind of diaper is not a new product. It has been in the market for 20 to 30 years and has been promoted. According to estimates, more than 350 million people are used in this country every week. However, for such a long time, they have never been able to obtain 1% of this huge market. In the investigation, I learned that in the past, this kind of commodity was always positioned as a kind of good thing, which is a convenience for the mother. The creativity of advertising in this aspect is always obvious. This strategy makes the mothers feel that life is more comfortable and happier, but also makes them feel like a lazy, wasted, indulgent mother. They feel that “paper diapers” are “an unreliable thing”, so they are not used at home and are used in car travel or vacation, and there is always a feeling of guilt when used. If she uses a paper diaper and her mother-in-law comes to see her, she will quickly hide it in the closet or kick it to the bottom of the bed. Based on the above difficulties, the advertising company conceived a brand-new creative strategy to position the “Jiaomei” diaper as a modern diaper, which is softer, more absorbent and superior than the fabric diaper. Dryer. Convenient diapers are not better for mothers, but better for babies. This strategy has greatly influenced the advertising, changed the mother's guilty feelings about paper diapers, and promoted the continuous increase in sales, thus becoming a very successful advertising strategy. From Chen Pei'ai: "Advertising Writing Art", China Foreign Economic and Trade Publishing House, April 1990 edition, p. 32-34. By analyzing the above two cases, we can make a metaphor: the sales problem is the root cause of the disease, the idea is a good medicine, and the right medicine can be used to determine the root cause. Otherwise, no matter how good the medicine is, it will not help. From this perspective, finding the problem of sales is the key to creativity.

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