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How should creative ideas be creative?

The key to creativity is “creation”. The so-called "creation" is creation and creation. "It must be said that the predecessors did not say anything, and the predecessors did not send it." So, how to be creative? Generally speaking, before writing a manuscript, the author should investigate the market. Predict and understand the psychological state of consumers, carefully study goods or services, and master a large amount of materials. On this basis, the author fully mobilizes the mental function of imagination and association, and enters into substantive creative activities. Specifically, to create the "meaning" of advertising, to do the following aspects: First, understand the unique point of the product The uniqueness of a product is an important basis for the source of advertising creativity. Due to the increasingly fierce competition between commodities, there are not too many truly unique and extraordinary products. Therefore, it is undoubtedly a unique condition for the creative staff to be able to find out the uniqueness of the winner. If the difference in the product is not obvious, then you need to write the author to find it. In the search, the main reference is as follows: The product itself includes: How is it made? How many quality management programs have passed? - It has been produced How long? What are the ingredients and ingredients? - Distribution channels? - Where can I buy them? - Is it unique? - Who designed it? How to package it? It can help us define a person's life style and taste; but there are many products that can't, such as washing powder, no one uses it to describe a person's life form. This requires some way to understand the relationship between the goods and the consumer: - Let the consumer use it in front of you and tell you what they think. - Let consumers compare and test different brands. - Go shopping with the target, learn about the factors they decided to buy, and more. User conditions include: - Who will buy this product? Who else will buy it? - Where do they live? - Which kind of person are they? - Is there a celebrity using this product? - Buyer Is it for yourself, or as a gift? Is it affordable for anyone? Or can some people afford it? Other situations - discussions with experts and journalists; - what happens if the product does not exist? - What is the consumer's comment on the advertisement? - What is the advertisement in other countries and regions? - Is it? Have news value or become a topic? To create the "meaning" of advertising, we must carefully analyze the above various situations and do in-depth exploration. When Huang Zongxi talked about the excavation of the theme of the article in "Thesis Review", he said: "As if the jade is in the middle of the shackles, the shackles are open and the jade is not seen. You can't be jade." He called the theme "jade", material It is called "璞", and you can see jade when you open it. The same is true of advertising creativity. It is only through repeated elaboration, comparison and identification of various situations that "intention" can be found. The following is a specific case to illustrate. Example 1 is a Japanese-made burger-making factory that is famous for making Japanese sake "pure". In February 1984, it launched the non-alcoholic beer "BARBI CAN", which sold 1 million cases in 5 months, becoming the best-selling product in Japan in 1984. Many market experts are jaw-dropping. The so-called non-alcoholic beer removes the alcohol content of the beer and reduces the alcohol content of the beer by 4 to 5% to 0?02% which is almost equal to zero. As the alcohol content drops sharply, the calorie content is also reduced by half. But it tastes the same as a regular beer. This kind of "alcohol-free, low-calorie" beer is not a new product developed by Baojiu. Years ago, the king of Japanese beer, "Kirin Beer", launched a similar product. Unexpectedly, it was not successful with the vast sales network and strong advertising campaigns. Since it is a similar commodity, why does Kirin fail, and the sake of Baoji has succeeded? Because modern people are more and more concerned about their health, it is reasonable to say that such "alcohol-free, low-calorie" beer should be popular, but Before the launch of BARBI CAN, there was a lack of interest, and the annual sales volume in Japan was no more than 100,000 boxes. In response to this unreasonable phenomenon, the wine made the company's "social observation intelligence department" in-depth study. The department consists of 10 employees with different values ​​and lifestyles. They pay attention to social trends and collect information on drinking and consumer culture. Based on their achievements, Baojiu develops new products and develops promotional strategies. As a result, they found that the reason why non-alcoholic beer failed was that it existed in the shadow of beer. Regardless of how to emphasize the characteristics of non-alcoholic beer, it is always limited to "apertures of beer" or "alternatives of beer", so it will only be thought of when there is no beer to drink, which is the unsalable beer. The key is. In view of this, in order to completely change the product image of BARBI CAN, Baojiu has formulated a marketing strategy of “wine as a beverage to sell”. ——No matter the packaging, capacity and price, it is the same as the ordinary refreshing drink. - Produce a slogan of "New Adult Drinks from Beer" to draw a line with beer. ——Based on the strategy of “selling wine as a drink”, the main force of sales channels is placed in food, while the channels of alcohol are only embellished. Subsequent performance confirmed that sales through food channels are the main reason for the popularity of BARBI CAN. Among them, most of the products are sold by integrated retail stores and supermarkets, while the sales of liquor retailers are very poor. It can be seen that “wine as a drink to sell” is a highly successful idea. Example 2 Japan's unsalable non-alcoholic beer, with the idea of ​​"selling wine as a drink", created a miracle of sales. And Bizhi slimming sugar is also sold in Taiwan as “food as a medicine”. At the beginning of 1974, Taiwan’s weight loss trend had just begun. At that time, only some diet pills were sold in the market. The company is optimistic about Taiwan's weight loss market. In September of that year, it imported only a small amount of advertisements from the United States and used mail order to sell poorly. Although Bizhi slimming sugar has a weight loss effect, it is actually a food that helps diet by dieting. Therefore, it is sold as food in the United States, so not only is the price low, but also the sales channels for food are only available in supermarkets and food stores. At the end of 1974, BYK Road hired marketing experts as the planner for the entire marketing campaign. After in-depth study of Bizhi slimming sugar, they decided to appear in the "food" attitude in advertising, emphasizing its safety; and in terms of channels, decided to abandon "food" and choose "drugs", that is, "food as medicine" Come and sell." Why do foods have to be sold as medicines? At that time, the import cost of each box of Bizi slimming sugar was about 200 yuan, and the retail price of each box was 480 yuan. If a box of 480 yuan is sold as "candy", it will not be sold. Moreover, through the pharmacy, the characteristics of the product "slimming" can be highlighted. Therefore, it is decided to give up the channels of food and choose the sales channels of the pharmacy. As for advertising, please "Please pay attention! Lose weight must not take drugs. US Biji slimming sugar, not drugs, no side effects, is the safest diet food" 39 words, made into a 10-second plug-in card. The brief content, on the one hand, attacks the side effects of diet pills, on the one hand emphasizes the safety of weight loss sugar. On March 3, 1975, a 10-second advertisement was broadcast on the TV station during the prime time period. Originally, Bi Ke Road Company estimated that it could sell 100 dozens a month. After the advertisement, the stock of 600 hits in half a year was snapped up within one month, which caused a sensation in the pharmaceutical industry. Biji slimming sugar uses the characteristics of its own products, sells it as a medicine, and claims that it is not a medicine in the advertisement, no side effects and is safe and reliable. Through advertising, consumers are aware that this is a food that can be consumed in large quantities, and in the form of medicines when it is sold, this is an ingenuity of advertisers. The above three cases are all selected from Ni Ning and Chen Yu: “Advertising Fine Point”, China Building Materials Industry Press, March 1996 edition, p. 123-128.

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