First of all, advertisements must be positioned correctly.
It should be noted that the positioning mentioned here is not endowed by the independent concept of the enterprise, but the product positioning formed by fully analyzing the market and exploring the market gap or the core competitive advantage of its own products. Accurate positioning can realize the core advantages of market competition and firmly occupy the leading position of brands in the market. The fundamental purpose of positioning is to effectively grasp the mental resources of potential consumers, highlight their advantages and distinguish them from competing products. For example, when hearing Head & Shoulders, the user's first reaction is to remove chips, which is the successful positioning. Of course, all the commercials of Head & Shoulders are also shot based on this positioning. This not only highlights the product advantages of Head & Shoulders, but also is the direct difference between Head & Shoulders and other shampoos. At the same time, for catching up, we should pay more attention to finding the right position. If you bite the bullet and confront mature competing products in the market, it is tantamount to throwing eggs at stones. Only by finding the weak links of competing products, establishing the core advantages of their own products and cooperating with the extensive publicity of advertising films can we effectively occupy the market share in the future.
Second, the production of advertising films should be strategically deployed.
How much commercial films can transform enterprises and realize commercial value depends on the company's overall marketing strategy. No media exists independently, and no marketing activity is "improvisation". Excellent strategic deployment can make marketing activities get twice the result with half the effort. The strategy here refers to what is the overall planning of the company's publicity, which is divided into several stages, the goal of each stage, what is the launching strategy and so on. In addition, a successful media strategy needs to supplement accurate brand appeal. Without a holistic view, how can a successful commercial film be made?
Third, advertising planning should highlight the selling points of products.
According to consumers' psychological demands, usage scenarios, psychological feelings, consumption curves and other factors, the selling points of products that meet their pain points are refined to arouse consumers' desire to buy and enhance their desire to buy. This is the most important commercial. We have seen many commercials before, in order to track a hot spot or overuse special effects, which eventually led to the film being completely self-satisfied, and consumers didn't know what to say after watching it. This kind of advertisement is a waste of time and has no value at all.
Fourth, creativity adds points to commercials.
If you pay attention to the above items, you should consider the creativity of the advertising film. Short videos are in power, and everyone is exposed to all kinds of advertisements every day. Without unique creativity, how to attract attention? Excellent ideas can enhance users' interest, from passive acceptance to active communication, thus giving extra points to advertisements.
Fifth, the quality of advertising films should conform to the corporate image.
Many people think this is nonsense. In practice, the quality and height of advertisements often do not match the corporate image. Due to the limited cognition and technology of the executive department or the advertising film production company, it often leads to the situation that the eye is superior and the film is quite different from the expectation. At this point, enterprises should pay attention to: first, from a cognitive point of view, all participants should maintain the same height; Secondly, in terms of cost, there should be enough budget to support the production of advertising films; Thirdly, when choosing a production company, we must consider their level and film cases. The image that the enterprise has worked so hard to build may collapse instantly because of a 50-cent special-effect advertisement, so the production of the advertisement must be cautious.