Second, we should insert Lenovo's wings into the brand. Products are the protagonists of the brand, and "quality and safety" are internalized in agricultural products, providing consumers with "taste" and "security". Therefore, we must not neglect the product itself for the sake of creativity, especially when new products are on the market, we must display the products in an all-round and three-dimensional way and enlarge them as the core of creativity. Of course, this does not mean that the product and its growing environment are just like some advertisements, just flying around on the screen. In order to make agricultural products unforgettable and well-known, it is necessary to comprehensively use external "shaping" elements such as brand name, brand logo and symbols, insert the wings of imagination into the brand, and let consumers lay a deep imprint in the multi-dimensional space such as vision, hearing and imagination.
Many agricultural products brands spread in similar ways, which makes it difficult for them to stand out. For example, most of them advocate high-quality environment, natural growth and no pesticides and fertilizers, while the products themselves rarely involve quality, nutrition and suitable people. This modular advertisement gives people a picture of natural beauty, but what is the difference between this brand and its products? Consumers are often confused. They often remember the beauty of the picture, but they can't remember the name of the brand. Using simple, direct and surprising slogans or signs to establish the connection between brands and product categories is one of the tried and tested experiences of some successful enterprises. For example, strawberries in the suburbs of Beijing have developed rapidly in recent years. Slogans such as "Musical Strawberry" and "Cream Strawberry" are often hung to attract tourists to plant greenhouses. This kind of advertising language without any differentiation will certainly have limited effect, but if it is crowned with names such as "Laowangtou Strawberry" and "Erya Strawberry", I am afraid it will be more attractive. Just like "Wang Mazi scissors" and "Zhang Xiaoquan scissors", because it is not only a symbol of quality, but also represents differentiation and personalization.
Third, be clever at "traveling around the world alone". Especially for agricultural products in the initial stage of brand creation, we must choose different promotion channels or channel combinations suitable for plane, three-dimensional and network on the basis of in-depth study of market positioning, instead of trying to overwhelm the publicity media in order to sell the products to all consumers, otherwise it will cause a lot of investment but no response. For example, if your target customer is trapeze, you can consider promoting it in flight magazines and aerial video programs; If it is limited to a certain regional market, there is absolutely no need to raise awareness nationwide. Of course, all kinds of agricultural products exhibition and promotion activities that have risen rapidly in recent years are worthy of attention and attention for enhancing the influence of small and medium-sized enterprises and regional agricultural products brands.
Fourth, learn to "borrow a boat to go to sea". Agricultural products are different from most other consumer goods. Everyone is destined to be a consumer, but the differences in consumption habits and living standards lead to market segmentation. Therefore, it is a good choice to improve brand awareness with the help of some influential platforms. One is propaganda. A few years ago, a high-quality agricultural product base once conducted a field brand promotion in Wangfujing Pedestrian Street in Beijing, and the effect was very good. The second is the sponsorship of the event. According to the target market, it is often more effective to sponsor activities with high attention selectively than to advertise directly. A long time ago, several beer brands discovered this "secret", and you will find that sports events are closely related to them, not to mention sports brands such as Nike and Adi. The third is to implant advertisements. If high-end brand promotion elements of agricultural products are implanted in urban dramas full of "white" and "Gao Fushuai", some brands will certainly have unexpected gains and surprises.
Also, tell a good brand story. China's farming culture has a long history. Every high-quality agricultural product comes from different soil, climate and working technology, and each brand has a different story. Brand, not only means quality, but also a cultural feast and a highland for emotional interaction between producers and consumers. Green arrow gum expresses the embarrassment caused by bad breath with singing stories, and shows the brand proposition of "being close to nature". Nowadays, the famous Chinese cabbage in Jiaozhou is expensive. Although not many people can make it clear that it has the characteristics of white juice, fresh and sweet taste, less fiber, rich nutrition and high yield, Mr. Lu Xun's description in 1926 that "vegetable roots are hung upside down at the door of a fruit shop with red ropes when they are transported to Zhejiang" is still vivid and mouth-watering. There is a local TV station that runs a good financial program. A few days ago, it made a special program about "Jujube". There is only one core figure in the program. The whole program is telling the story of this jujube brand, which is touching and unforgettable. I think this is a 360-degree brand broadcast, a higher level of brand marketing.