Marketing creativity
First, with the help of experts.
The most powerful and successful marketing measure of ivory soap is to enhance consumers' trust in brand quality with the help of experts' proof. To this end, Prinsco hired chemistry professors from Yale University, University of Michigan, Princeton University and other well-known universities to send samples to their laboratories, so that experts can experience the chemical composition of soap, make authoritative reports, and insert the most critical data in these reports into the advertisements of ivory soap, so that people are convinced of the quality of ivory soap.
Second, advertising creativity.
In an advertisement, a beautiful young mother is bathing her lovely baby with ivory soap. The baby must have crawled on the ground and was all dirty. However, the skin of people washed with ivory soap immediately appears white and tender, which forms a sharp contrast and leaves a deep impression on people.
Third, advertising creativity.
Prinsko conceived a story and expressed it in a series of cartoons. The plot of the story is that a careless man put a piece of ivory soap in a bucket, turned on the tap and went back to the house for dinner. By the time I remembered, the water had overflowed from the bucket and flowed everywhere, but the soap was gone.
The careless man thought that someone else had stolen his soap and shouted? Quot where is my ivory soap? "I didn't expect the soap to come out of the gutter and said sadly," I'm coming! "
In order to make the story vivid, Prinsko specially invited several famous cartoonists to interpret it skillfully. As a result, everyone who reads comics is attracted. Not only appreciate the artist's exquisite skills, but also appreciate the quality of ivory soap: the quality of ivory soap lies in its purity, which does not contain impurities, so that it can float in water.
Fourth, promote creativity.
Ivory soap has created a river of prize-winning sales, and its promotion creativity has been influenced for more than a century, and it has been used for reference by many enterprise documents and has been tried and tested repeatedly. Its creative promotion method is: anyone who can collect 15 pieces of ivory soap wrapping paper can exchange it for a picture book and a clipboard. This is particularly attractive to children, in addition to the corresponding plot in the advertising screen, but also with vivid dialogue.
Under this series of ingenious marketing ideas and promotional offensives, ivory soap stands out in the city, and no one in the industry can compete with it. In less than three years, ivory soap became popular in America and became a popular necessity in family life.
Product naming
The first is to name the new product. In this matter, Prince Ping racked his brains and thought hard, but he still couldn't find the best name. Everyone also helped him with his ideas, but none of them were suitable. Prinsko asked the name and reality of the new product to be extraordinary and blockbuster, and it became an instant hit after listing, leaving the deepest impression on people.
One Sunday morning, Prinsko went to church with his girlfriend. The priest sang hymns, his girlfriend's heart was already talking to God, and Prinsko's heart was always immersed in the naming of new products.
"Coming out of the Ivory Palace, the clothes are all refreshing!" This passage in the Bible immediately lit him up. He was overjoyed: "yes, milky white, flawless, fragrant and refreshing." Our soap is like this. "
Ivory soap! P& soon spread all over America. G company won the world reputation by it.