The importance of determining the target group for the promotion of advertorials
Advertisement promotion is to meet the needs of users. Through the dissemination and promotion of advertorials, the company, brand, product, etc. will leave a good impression in the hearts of users, and then promote the achievement of the ultimate goal of advertorial promotion and increase corporate sales. Therefore, when doing soft text promotion, it is necessary to first determine the user group, and then use relevant market research and other materials to understand the group's living habits and consumer psychology, and combine the characteristics of the company's products or services to find out the interests that fit the user Only by clicking on the entry can we do a good job in targeting.
So how can we quickly, accurately, and ruthlessly find the target user group?
- Do a good job of target market positioning
The so-called market refers to those who have specific needs or desires and are willing and able to satisfy such needs or desires through exchange. The market is the product of social division of labor and commodity production, where there is social division of labor and commodity exchange, there is a market. Simply put, the market is composed of buyers and sellers, sellers are born of buyers, and there is a market when there is demand. So to find the target user group, you can go to the market to find
An important principle of target market positioning is "segmentation". Through market segmentation, find the market that best suits the enterprise. There are also many subdivision methods, such as the "single factor method", that is, to grasp a subdivision basis (or subdivision conditions) to carry out market subdivision. For example, our basis is "customized website construction". We tailor-made websites for users according to their needs, which distinguishes those user groups who need to apply templates. This user group for custom website construction is what we subdivide. user group. Then in this user group, we can subdivide it again into high-end website customization, general website construction and other groups. The specific subdivision conditions need to be formulated by enterprises according to their own products and services.
- Do a good job in corporate brand positioning and product positioning
Forging iron still needs to be hard on its own. After the company determines the target market, it does not mean that it has obtained or can obtain this market and user groups. Determining the target market is only a foundation. If you want to turn what you have determined into something you own, you must position the brand and products of the company according to your own conditions, accurately capture the hearts of user groups, arouse their needs, and obtain their satisfaction. agree. Brand positioning is a commercial decision made by an enterprise on the cultural orientation and personality differences of a specific brand on the basis of market positioning and product positioning. It is the process and result of establishing a brand image related to the target market. In other words, it refers to determining an appropriate market position for a particular brand, so that the product occupies a special position in the minds of consumers. This is unique to the company itself, and it is also the fundamental foothold that distinguishes it from other brands and companies in the industry. If the brand positioning is done well, it will be able to form a cohesive force and a distinctive image among the user groups.
Another thing to note is that the needs of users are always changing, so companies should guide the direction of user needs according to changes in user needs and market development trends, or guide users to generate new needs and form new brand positioning.
- Positioning planning
After the enterprise determines the target market, brand and product positioning, it must carry out positioning planning based on these positioning and corresponding products and services to meet the needs of users and gain recognition.
In this positioning planning, the enterprise should do a good job in writing the planning copywriting, which needs to cut in from various factors that affect the brand, and then combine the brand standardization system to build an interlocking and orderly brand building process. During the process, pay attention to the following points:
(1) First of all, the quality of products and services must be highlighted. The quality of products and services is the core competitiveness of the brand and the key to winning the trust and support of users.
(2) Second, highlight the uniqueness of the enterprise itself, so as to obtain brand attributes. For example, if we equate a certain thing or name with our own products, we will think of Wanglaoji like a red can of herbal tea, and we will know it is Pepsi when we say a blue bottle of Coke, etc. But this kind of attribute cannot be obtained all at once, it needs continuous shaping and accumulation to obtain.
(3) Finally, it must be combined with corporate culture. All products have their own life cycle, but spiritual culture is eternal. It's like the brand that put forward "a diamond is forever, a diamond will last forever" has disappeared in the market, but this sentence and the spirit represented by this sentence will still be passed down in the market.
Summary: If the promotion of soft texts does not target the user group well, it is tantamount to casting a wide net and fishing randomly when the soft texts are launched, which is not feasible. Only by achieving accurate delivery can we save more unnecessary expenses and at the same time gain high-quality customers.
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