Zhihu's nonsense ads, BOSS direct marketing slogan ads, the hornets' nest of the Tang Seng chanting advertising, these three ads harm, it is regarded as spiritual pollution. However, and the audience poor ratings flying in stark contrast, the industry's attitude to these three ads is ambiguous. The measure of supporters is the effect of advertising in the case of the Hornet's Nest APP, the three-day run in the Apple Store, the ranking suddenly jumped to the top 50, the equivalent of tens of thousands of new every day. This immediate conversion rate in this era is simply a miracle. So this group of people summed up: a thousand words, less than brainwashing.
It's a Shame, until now, that there are so many advertisers thinking is pre-modern. They confound a fact that makes dumb ads seem immediate, not content, but channels. The World Cup of CCTV5 is the pre-modern advertising model-in the nature of a monopoly on the channel, and then annoying content will get a great amount of transmission.Because the audience has no other choice.
For marketers, it was the best of times. For the audience, it was the worst of times. The channel is greater than the content, which will inevitably lead to bad money to drive good money. We all experienced this monopoly channel + slogan advertising + big stars childhood, these junk ads left us the memory is not pleasant. For example, the World Cup brainwashing advertising surgeon Ye maozhong, in that era of the Proud work there - "to the net, everything", "Hailan home, men's wardrobe".
It's hard to see a design like this
Are there any ideas for such advertising at all? There is only one way to make it popular: drop the money. Ye maozhong said, he only for more than 100 million put out the idea. At the same time, Leaf maozhong I most fear is to today's headlines as the representative of the era of algorithms.
However, the time has come for him to fear. With the exception of the World Cup, a four-year event of national concern, there is no monopoly. Now, the channel is so fragmented, everyone stands in the center of the information universe, you can choose to choose the access to information. Spend money with bad advertising to consumers brainwashing mode does not work, do not believe you recall, the past two years, what else makes you impressive brainwashing advertising? Let alone, consumers are revolting about advertising: one statistic is that Netflix's subscribers increased to 118 million in the fourth quarter of 2017. Consumers began to ignore ads, block ads and even pay to avoid advertising interference.
Marketing people's good days come to an end, the content for the king of the Times. Storytelling economics should be the Bible for all marketers of our time.
Robert McKee, the author of "the economics of the story, is the author of the famous story. The story was once a must-read for all screenwriters in China. the writer Han chuanzi said that he found out that he had been writing for thirty years and recommended the book to Lu Jinbo, who began to read with curiosity and suspicion, but was shocked by the truths that were stated in the book again and again. This is also a book I like very much, it taught me how to understand from the miscellaneous details can be shocking truth, extract the from life and detached from life truth, it also taught me all kinds of very practical skills, help me become a better writer.
Later I left the media, entered the enterprise, became a market person.I found that many companies are quietly adding a post, "content marketing", this post is responsible for manufacturing, it is " the story of the spread."Because more and more companies are finding that storytelling is the key to capturing consumers ' attention, attracting them, and rewarding them in an era where attention is so distracted.
"Storytelling" the most classic case, then the introduction of Dove's “really beautiful action".That 3-minute ad video is known as one of the best advertising marketing campaigns of the century.
The story focuses on seven women who volunteered to participate in sociological experiments.
Dove worked with the FBI-trained American criminal portrait artist Gil Zamora, and female volunteers allowed Gil to paint them without their sight, based on their descriptions of their facial features and appearance.
Gil then completed another portrait of the same seven women, but the second portrait was described by strangers who had seen them that day.
When the two groups of works are juxtaposed together, the portraits drawn based on the observations of strangers are clearly more moving and more realistic than the ones described by me. When the Volunteers saw the work, the difference in the two portraits made them burst into tears.
This story, in a dramatic way, conveys an eternal value people's self-doubt and shakes. At the end of the ad, Dove encouraged its female consumers to be more beautiful than you think. The ad has gained unprecedented popularity, with more than 15 million hits in a week and more than 30 million in less than ten days, with the campaign generating 163 million hits globally in two months. It also pulled the brand back from the brink of extinction, with Dove doubling its sales in 2013.
You see, as long as you tell the story, the user will even take the initiative to share the ad, the ad will fly as long as the wings far away. Domestic also has this kind of story marketing of classic case, I can think of, is Luo Zhenyu for Get design pull new advertising: Luo Zhenyu spent 100000 yuan bought Ma Bo Yong's works“under the microscope of the Ming, Ma Bo Yong decided to give the fee to write this article when the reference of several authors, who knows in the theme of sub-marketing emerges - knowledge has value.
How far-reaching is this marketing? Knowledge has value not only laid the status to getting as a knowledge-paying Head Product and even opened a new era of knowledge-paying.In this story, Luo Zhenyu will Knowledge value into the user's mind, a large number of people from this open for audio courses paid habits, maybe you are one of them.
However, many advertisers are not able to accept the fact that the content for the King era. This may be because it seems to them that it is too difficult to tell a story. But Robert McKee tells us that the core of the story model can be learned.
Yes, like painting, storytelling has basic techniques and principles, and if you want to explore it on your own, an apprenticeship may take a lifetime to figure out what art students learned in their first class. Fall to tell the story, this first class principle is: what is the story?
What is the story? Even as I was born to write stories, I couldn't answer the question when I saw it. Stories are like memorials, like journeys of life, like narratives, and as experiences, but they're not all-it's probably the bottleneck of a story-teller with limited talent: the inability to turn blurred perceptual objects into more essential principles. That's why I was inspired by this chapter of the book: The essence of the original story is to change, "a series of events driven by conflicting dynamics, triggering significant changes in the characters' lives."
Looking back we just mentioned all the cases, is not all tells to follow the principle of this story forward? In Dove's case, the seven protagonists began with self-critical emotions, received compliments from strangers, turned to pleasure, and then moved back and forth between the two portraits, raising doubts. Finally, trust in the wishes of others and self-doubt after the constant struggle, the good side of human nature wins, the 7 protagonists have chosen to clear their doubts, convinced that they are beautiful. In this constant conflict and change, the mood of the audience also reached a climax, you are better than imagined " values, but also the brand to a higher level.
In the process, he struggled and frustrated, but insisted that the money was still to be spent and that it eventually resonated with everyone- knowledge should be valuable.
Thousands of years ago, when people gathered on the bonfire, the story began to promote civilization, we find meaning through the story, look at the self. The story has been a long time in the meaning of the event, with causes and results to make it closely linked. At the end of the story, the meaning is born not only in the understanding of self-care but also from emotional resonance.
That's why we believe the story is timeless. For the brand, the power of telling a story is far greater than any channel, Star, or slogan, because it is about the nature of people