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消费者无感 , 品牌做错了什么 ?

广告门会员 2024-03-25
关注推荐 取消
梁玟玟 自由撰稿人 关注
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“我们花了一个多亿做内容破圈,策略经得起推敲,广告也与消费者共情,最后结果却并不理想,消费者依旧是过去那些人,到底是哪里出了问题?”品牌感觉营销越来越难做。


“给品牌拍了很多广告,传递正确和积极的价值观,这没有问题。但拍了很多后发现,消费者对这些越来越没有感觉。”代理公司感受到的压力越来越大。

“我喜欢这个广告也愿意转发,但我不会买这个品牌的产品。”消费者似乎也不认可。

以上是来自市场不同立场的观点,或许策略一开始的思考方向就错了,广告要解决的原始问题是如何说服消费者购买,不只是共情,而目前的广告更多在做消费者共情。

诚然,在内容层面,品牌通过人性的情感机制与消费者产生共情力,已经成为营销策略中常用的切入点。但在情感共鸣结束后,很多内容往往缺失与消费者认知体系挂钩的,能真实影响消费者购买行为的说服力。

尤其是在产品、价格内卷的环境下,消费者为什么要选择这个品牌,不选择另一个品牌?

拥有30年策略经验的品牌战略专家——伏虎,他认为在内容层面,让策略发挥效力的关键要素分别是共情力和说服力,而说服力是市场营销中的核心要素。如今,说服逻辑的缺失正成为阻碍国内品牌体系建设的关键。

如何构建品牌说服力?如何让消费者喜欢品牌,而不是喜欢广告本身?

伏虎总结了过去30年来丰富的一线品牌操盘经验,梳理出《品牌营销36计》帮助大家学习策略的思考方式,激发品牌营销的策略思维。


伏虎课程长图-01.png

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关联公司: 暂无
标签: 消费者洞察 品牌营销 策略思维激发 创意
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