Podcast note: 14. product branding
This blog is the note and review about the podcast for 14. 产品不好的公司不配做营销 in 疯投圈.
How to build brand
Brand Positioning
- It is best fit for brand and cash flow
- Finding target customer
- Famous is not always good
Type of ads
- display ads (Youtube ads video -> big companies)
- search ads (intention matches, more target)
- social media ads (Facebook, soft intention)
How to build brand with Ads?
It requires longer time to build branch not only for conversion.
display ads
Usually for big companies
search ads
User usually has strong intention, it is hard to build brand with it.
Biz know there is half of ads are wasting but we do not know what is that.
Type of Ads resource allocation
- content (creative, emotion)
- Ads serving
Traditional
The upper bound Ads serving is very high in traditional industry ( how many audience to get (like ball game, TV) and it needs to compete with other companies
search ads
The cost of Ads content is very low. It is just a title or image.
Ogilvy only 17% of Ads for ads content; others are Ads serving
The most money pay for Search Ads
Industry Type
- Finance
2. Education
3. Travel
Property of these Ads
- Each conversion is high
- Information asymmetry (more expert)
- small, medium business
- urgent demand
The most money pay for Social Media Ads
Property of these Ads
- big business also pay for it
- small, medium business
- not urgent demand, (makeup product, pretty things) -> consumer upgrading -> activate demand -> Impulsive consumption
- emphasizing content importance -> Impulsive consumption
Disadvantage of brainstorming
- always the one who is talkative get win
- no actions
Improvement for brainstorming
Rotation write down ideas -> voting for the ideas -> manager decide which one
Branding Sprint
- fast (3 hours)
- What is the Ads, building the content. What difference between other brands
Questions
What is the content, product?
What is our target (3 most targets)?
What medium and what types the target love?
How do we display and design the ads product?
Totally concept controlled by self.
Execution and content, we can do outsourcing.
Two bad Advertiser- They do not care about Ads (bad)
- Their product is awful but they think the Ads is wonderful