Many of the advertisers asked us: do you think the way of advertising for Chinese audience is different to those of Australia?
There are definitely perceptual differences for understanding an ad, but the essence of advertising is the same:
Advertising is not for “broadcast”, but for “disseminate”. That’s to launch consumers to spread the ad’s information for brands.
Effective advertising is not to instill words to consumers, but to design words for consumers to broadcast to their relatives and friends. The slogan is not what I say, but a design for what customers want to say. The main battleground of marketing is not on the screen, not on posters and in magazines, but in the scenes of our everyday interactions with people.
In fact, almost all successful marketing activities are being operated by consumers, advertising plays a role in triggering the effect – recall any kind of goods, such as clothes, beverages, cosmetics, and electrical appliances that you consumed, you purchased them because you see people use, recommend, discuss, and share the information, not just simply because you have seen the ads on billboards.
So how can you educate your customers to be your “disseminators”?
This is the most basic and the most important requirement for an advertising slogan.
To get consumers recite your copywriting, make sure your copywriting isn’t written language but spoken language.
So how do you judge if your copywriting could be understandable? Speak to someone else out of your office, and see if it still makes sense to him/her.
For example, a research company’s slogan is “The ultimate source for miniature frequency synthesizers”. It sounds complicated and not easy for people to get what is the business about.
Make consumers recite your copywriting to others, essentially letting consumers learn and imitate.
What is learning?
In psychology, the definition of learning is a process that occurs within nebulous environments of shifting core elements – not entirely under the control of the individual.
When you are driving, for example, you know you need to stop when lights turn red. It is a behavioral learning process which is formulated in a scenario through observation and daily training. As a result, you will gradually formulate the series of action: see the red light, loose the throttle, and step on the brake. This is a kind of learning.
It is a similar learning process for customers who see an ad – the copywriting should be seen at a specific scene with time, location, character, occasion, data, mental state, etc.
The application of scene is to tell customers: “I don’t care about the other scenes, but as long as you’re in this scene, you should think of me.”
3. Easy to be adapted
You might have heard people say like this:
Walk for five minutes, and sweat for two hours;
Learn for five minutes, and sleep for two hours;
Yes, these words are adapted from a Chinese phone brand (OPPO) TV commercial slogan “charge 5 for minutes, and call 2 for hours”.
People who say these words don’t intend to advertise for OPPO, but when you hear them, you immediately think of OPPO. Or when the next time you see an OPPO ad, you’ll pay more attention to it.
So why is the slogan getting so popular?
The reason is simple. In addition to massive advertising exposure, more importantly, this slogan has the potential of being adapted and applied. Consumers will be able to replace parts of the text to express their meaning of words – XX for five minutes, XX for two hours.
This is essentially an interaction with customers, or being called “consumer engagement”.
If your copywriting or brand name have multiple meanings and is what people could often mention in their daily life, it can also achieve the effect of ” disseminate “.
For example, Adidas “Nothing is impossibility” L’Oréal “Because you are worth it “and so on. People would like to speak in this way in their daily lives.
Of course, there is usually a prerequisite for this approach — the brand has a story. Since the name may sound less relevant to your business, you need to find a way to tell the story.
Why is Apple named “apple”? One answer is: because apples represent a kind of spirit: Adam, Newton, and Turing change their fate because of apples. All of them are those who think differently and dare to break rules, and that’s also the brand trait for Apple.
If you would like to learn more about how to make your ads appeal to your targeting audience, and how to use your budget more efficiently, get in touch with our bilingual consulting team.