The choice of advertising media for investment promotion is influenced by many factors, such as product characteristics, product positioning, channel selection, investment promotion policy, price policy and even product packaging. In addition, uncontrollable factors such as media contact habits, competition and environmental conditions also have great influence on media selection, including restrictions brought by enterprise strength and advertising budget. The author believes that the choice of investment advertising media should start from the following four aspects:
First, find the media according to the channel selection.
Choose different media according to different product distribution channels. At present, the trend of segmentation of investment advertising media channels is becoming more and more obvious. When choosing media, enterprises should choose the media that can cover this channel according to different circulation channels. For example, products circulating in supermarkets can be considered to cooperate with supermarket weekly, which has strong pertinence and high success rate.
Of course, channel selection also needs combination innovation, and focusing on a certain channel is not the only choice. If the strength permits, the combination advantage of media is more obvious. This is especially important for enterprises that want to recruit dealers from different channels. For example, in order to attract the investment of modern ink cartridges, enterprises want to recruit dealers who have operated health care products and medical products, and continue to advertise in the media contacted by traditional it dealers, but also put advertisements in the medical media.
The combination of different media types usually makes the advertising arrival rate much higher than that of a single media type. For example, for a food with health care characteristics, besides traditional marketing media such as sales management and commerce, food media such as new food, sugar, tobacco and alcohol weekly, and medical media such as Medical Economic News and China Medical News should also be considered.
Second, find the media according to the competition.
Competitor's advertisements will also have an impact on media selection. If your product is unique and unique, it goes without saying that, regardless of competitors, it is best to choose a media with multiple advertisements for similar products, which is convenient for distributors and directly compares your products with those of competitors, thus highlighting the characteristics of your products and leaving a deeper impression on distributors. If you are advertising for homogeneous products, then, under the premise of basically targeting, choose media with fewer competitors to minimize direct conflicts with competitors.
Third, find media according to the market scope.
In what scope, attracting investment depends on the enterprise's clear understanding of its own internal resources, not full of pride. Everyone wants to expand their sales area, and it is best to attract investment to Taiwan Province Province. As far as I know, many enterprises have no geographical restrictions and choose the media for investment promotion advertisements at will. This practice of casting a net in a large area will generally bring such consequences: in some areas, the effect of attracting investment is obvious, while in some areas, the effect is not great, forming a large "chicken rib market." It's not worth investing. It's a pity not to invest. The final result is often no investment, the market is not supported, leading to the demise of the big market. Once the market is rotten, if you want to make a comeback in the future, you will have to pay a high price.
A hair loss prevention shampoo company made such a typical mistake when inviting investment. There is no relevant planning in the selection of advertising media for investment promotion, and we have made a commitment to invest in CCTV and local TV stations with strong market support (adding a lot of investment information) and conduct large-scale investment promotion in the national market regardless of region. The original wishful thinking is to attract investment in a large area of the country through the temptation of huge investment, and then invest again through the return of investment. However, as dealers become more and more savvy, they often hold the mentality of looking first and then talking, which leads to the emergence of the above-mentioned large-scale chicken rib market. However, due to the failure to fulfill the original commitment to dealers, the trust of dealers in other finalized areas of the company and the enthusiasm for promoting products have been greatly reduced, resulting in a large-scale "dead market" and the national investment promotion ended in failure.
If the company first chooses targeted media to attract investment in a small area, so as to accumulate experience and fully understand the market of a district, and then step by step, attract investment from one district to another, the market development will be completely different. Blind investment promotion and quick success can only make enterprises fall into the swamp of the market.
Fourth, according to the nature of the media (distribution, time) to find the media.
Generally speaking, large enterprises with strong strength and good reputation need to choose excellent media types as far as possible. As you can't imagine, the advertisement of a large pharmaceutical company placed in those messy tabloids will damage the corporate image, make the dealers misunderstand and have a negative impact on the dealers who have already cooperated. However, things cannot be generalized. If the "small" products made by large enterprises need to go through small and medium-sized distributors or even develop distributors from retailers, then it is also a correct choice to choose some "vulgar" small media to attract investment.
The emergence of a large number of new media, excessive segmentation of media, changes in contact habits, etc. , increasing the difficulty of selecting and combining advertising media for investment promotion. The media combination of investment promotion advertisements should consider the coverage of the target audience and the relative cost of each coverage, and choose the media with wide coverage and cheaper price as far as possible. Different media should complement and promote each other. In terms of media combination, advertising fees can be concentrated on the same media type or dispersed to different media. Generally speaking, there will not be a perfect media choice under every specific market condition. Only by comprehensively considering the target audience, target market, media and investment funds can we formulate the most effective media selection combination.