Cold sour spirit brand can survive in the jungle of toothpaste brands for a long time, and its advertising theme decision is correct, and the success of advertising positioning is one of the most important factors for its advertising success. For a long time, the advertising theme of Leng Suanling has focused on spreading the message that Leng Suanling brand can get rid of the pain of teeth suffering from cold, hot, sour and sweet, and establish the corresponding consumption concept. It is the functional USP method adopted by Leng Suanling that makes the brand of Leng Suanling firmly positioned in the market or the position of consumers' psychology, to alleviate the pain of being sweet and sour, and become the first brand in this respect.
In the middle and late 1980s, China toothpaste market began to develop medicinal toothpaste. Advertising mainly publicizes that it can treat and prevent one or several kinds of dental diseases, aiming at the treatment or prevention function of some dental diseases, and has become the mainstream marketing strategy and advertising strategy of toothpaste manufacturers. Cold and sour spirit cannot be out of date. However, the theme and other positioning of Lengsuanling are different from the main brands in the toothpaste market at that time, such as Jieyin, Double-faced Needle, Zhonghua, Heimei, Meijiajing and Lantian, and each has its own characteristics. The theme and positioning of Lengsuanling are very clear, and it has not been promoted by other brands, but also has the ability to promote sales. Therefore, it should be said that this theme and positioning have laid a solid foundation for the success of Lengsuanling advertising.
In the mid-1990s, when Crest, Colgate and other foreign brands attacked aggressively and other domestic brands stepped up their competition, Lengsuanling Toothpaste still adhered to the existing correct theme and positioning, guided the theme and positioning to the interests of consumers, and refined the slogan of "eat if you want", further enhancing the benefits of products to the audience, thus maintaining its own positioning and market and further consolidating its position in the national toothpaste market. "Perseverance, cold and sour spirit" distorts the "true classics"
The advertisement "Perseverance, Leng Suanling" mispronounced Leng Suanling's Zhen Jing. In the middle and late 1980s, Leng Suanling Toothpaste has played a banner of advertising theme and positioning to relieve the pain of teeth. At the same time, perhaps Leng Suanling, in order to increase the freshness of advertisements and enhance the exposure of advertisements, launched TV and traffic advertisements, and shouted the clanking slogan of "Persistence, Leng Suanling". It is loud, but it is far from the theme and positioning. This advertising appeal point is the benefit point of "Cold Sour Spirit makes your teeth strong". This is contrary to the inherent theme and orientation of Leng Suanling. At this time, the appeal of Leng Suanling in the whole advertising campaign not only improves the brand awareness, but also brings negative effects to Leng Suanling. On the one hand, Firm Teeth is inconsistent with the original theme and positioning, which not only fails to enhance the audience's recognition and persuasiveness of advertising interests, but also blurs people's impression of the brand to a certain extent and shakes the inherent positioning of advertising to a certain extent. On the other hand, this kind of advertising itself has caused a certain degree of advertising waste.
The "elephant" advertisement will pull the cold and sour chariot into the swamp. Scientific advertising theme and correct advertising positioning are important guarantees for advertising success, and also one of the important bases for evaluating advertising success. Unless the advertising strategy changes or it wants to enter a new market segment, it is dangerous to change the advertising theme and its positioning in general, and it is even more dangerous to change the advertising theme and its positioning in fierce competition. 1998 In the first half of the year, Leng Suanling Toothpaste broadcasted an advertisement of "Elephant" on CCTV. The advertisement shows a strong young man biting an iron chain with his neat white teeth. The other end of the chain is tied to a trailer carrying a giant elephant, which moves slowly in the sound of China color. The advertising slogan is: "If you want your teeth to be as strong as his, please use our toothpaste". The theme of the "Elephant" advertisement is very clear, that is, cold sour spirit makes teeth strong (strong). Advertising creativity is appropriate, intuitive, vivid, vivid and personalized. Compared with this theme, the creativity is good and the advertising picture is beautiful. On the surface, the "elephant" advertisement should be successful. However, if you think calmly, it is not difficult to find that the advertisement made a mistake.
The advertisement of "Elephant" deviated from the inherent theme and positioning of Lengsouling brand, and once again put forward the theme and positioning of "strong" (or solid) toothpaste, which objectively gave up the advantages that had been won, that is, the trend of avoiding reality and ignoring reality, which made the object or target market of Lengsouling toothpaste deviate consciously or unconsciously. If this kind of advertisement is not stopped in time, it will inevitably lead to the following negative effects. Fortunately, the "elephant" advertisement did not last long, and some negative effects have not been fully reflected.
What do you want to say about "Li Qipian"? 1997, Leng Suanling Toothpaste introduced new packaging toothpaste with composite tube. In order to promote the new packaging of toothpaste, Leng Suanling released the product image advertisement on TV media. The advertisement chooses a young woman with long shawl hair as an image to promote the product. The advertising woman is simple and generous, and her shawl and long hair have a little fashion charm. The woman held a box of cold and sour toothpaste in her hand and said, "A toothpaste that can stand up" and "Stand up with confidence". We call this advertisement of Leng Suanling "Qiqi Tablet" for short. What does the advertisement want to say to the audience? Advertising means that Leng Suanling adopts the same new packaging as foreign goods, which is no worse than foreign goods and can build up the buyer's self-confidence. Or is it better to relieve the pain of teeth when they meet cold, hot, sour and sweet? Let consumers stand up and eat with confidence in the face of hot, cold, sweet and sour food? The theme of the "Qiqi film" advertisement is unclear and even more obscure. In the era of too much advertising information, this kind of information can not be effectively spread. Moreover, what is the difference between the new packaging and the old packaging, or compared with other brands, and what benefits can it give to the object if it is untenable? Why do people have to buy toothpaste that can hold water? These are all related to whether the advertisement can persuade the target to buy, and the advertisement does not explain it. Therefore, advertising is doomed to fail. The advertising fee for the "first article" is wasted more. The "twittering" sound is very annoying.
Does "cross talk" pay attention to the feelings of advertisers? 1998, Leng Suanling Toothpaste launched an advertisement to promote the product in the form of cross talk. The advertisement selected two crosstalk performers to highlight that Leng Suanling can relieve the pain of cold, hot, sour and sweet, and highlight the benefits of "eating if you want". It should be said that Leng Suanling's Crosstalk is effective in promoting the theme and highlighting the positioning. However, the onomatopoeia in the background of the advertisement simulates the "rattle" sound of teeth when people eat sand or bite ice, which makes people feel very uncomfortable. Although this unpleasant experience ostensibly emphasizes the benefits of Lengsuanling to the target, it is not good for people with good teeth to accidentally bite small grains of sand or pebbles in rice. On the one hand, this feeling will make the target feel bad and affect the correct cognition of advertising and products; On the other hand, the defensive function of perception will often make the audience escape this unpleasant stimulus and avoid the perception of this stimulus, which will affect people's correct understanding and understanding of the advertising content, thus affecting the advertising effect and wasting advertising investment to a certain extent. The influence effect of youth advertising character representatives
Who do you want to communicate with in the advertising campaign of "Leng Suanling"? The "Leng Suanling" advertising campaign fell in love with someone who didn't love her very much.
The interest appeal point of "Leng Suanling" advertising activity is mainly to alleviate the discomfort caused by people's teeth being cold, hot, sour and sweet. It stimulates the main motivation of dentin hypersensitivity to relieve discomfort. Under normal circumstances, in order to alleviate the painful demand of dentin hypersensitivity, people with dentin hypersensitivity will be moved by the appeal point of Leng Suanling's advertising campaign, which will lead to the demand for Leng Suanling toothpaste and the purchase behavior. According to the author's survey of dentists, except for individual differences or family factors, dentin hypersensitivity is limited to middle-aged or middle-aged groups, that is, there are more people with dentin hypersensitivity in middle-aged and elderly groups, and they need to relieve the pain of dentin hypersensitivity. The advertisement of Lengsuanling can stimulate their demand and have a good influence on them. If the middle-aged and elderly people are the target of appeal, then the focus of cold sour spirit is more in line with their needs and easy to stimulate their purchase motivation. However, the advertisement of "Leng Suanling" uses young people to show life scenes to middle-aged and elderly people. As a performance figure, it is unreasonable, which is conducive to maximizing the advertising effect and causing waste of advertising investment.
To sum up, advertising activity is a high-intelligence activity, which requires correct, thorough and systematic advertising planning, and is closely related to each other. Any omission will reduce the effect of advertising and increase the waste of advertising investment. (Jiang Zhiqiang)