In today's market competition, how to attract the attention of consumers is an important problem faced by every business. Consumers' attention is a scarce resource that determines whether consumers will be interested, recognized, and willing to buy a brand or product. Therefore, the purpose of marketing activities is to break the habitual thinking of consumers through various ways, arouse their curiosity and interest, and promote the transformation of consumers' behavior.
So, how can a marketing campaign get the attention of consumers?This article will explain how to get the attention of consumers from three aspects.
1.Creative
The creativity of marketing activities refers to whether the design and execution of marketing activities are novel, unique and different, and whether they can break through consumers' psychological expectations and bring surprises and excitement to consumers. Creativity is the soul of a marketing campaign and is the first step in capturing consumers' attention.
For example, a fast-food brand promotes its new burger by setting up a giant model of a burger on the street for passers-by to try for free. This kind of marketing campaign uses the visual impact to attract the attention of passers-by and increase the brand's reputation and reputation.
In another example, in order to show the performance of its ** model, a car brand posted a ** on the Internet, in which a famous racing driver drove the car and made a thrilling jump on a bridge. This kind of marketing campaign takes advantage of the tension of the action, attracts clicks from netizens, and increases the visibility and trust of the product.
2.Interactivity
The interactivity of a marketing campaign refers to whether the marketing campaign can engage consumers to interact and communicate with the brand or product, thereby enhancing consumers' sense of identity and loyalty. Interactivity is the life of a marketing campaign and is the second step in capturing consumers' attention.
For example, in order to attract more audiences, a movie theater has introduced a new viewing mode, allowing audiences to vote on their mobile phones to decide the ending of the movie. This kind of marketing campaign takes advantage of the fun of participation, attracts the interest of the audience, and increases the topicality and influence of the film.
For another example, in order to promote its **lipstick, a makeup brand launched a challenge on social **, allowing users to use different lipstick numbers on different occasions, take **photos, and share them on the platform to participate in **activities. This kind of marketing campaign leverages the momentum of sharing, attracts user engagement, and increases lipstick sales and word-of-mouth.
3.Emotional
The emotionality of a marketing campaign refers to whether the marketing campaign can touch the emotions of consumers and resonate emotionally with consumers, thereby increasing consumer satisfaction and loyalty. Emotionality is the temperature of the marketing campaign and is the third step in attracting the attention of consumers.
For example, in order to raise money for charity, a charity posted a ** on the Internet, in which a little girl with leukemia used her paintbrush to draw her dream. This kind of marketing campaign uses the power of emotion, attracts the sympathy of netizens, and increases the number and willingness of donations.
Another example, in order to build its brand image, a beverage brand has a series of advertisements on TV, in which a father and a son establish a parent-child relationship by drinking the same drink. This kind of marketing campaign takes advantage of the warm atmosphere, which attracts the emotions of the audience and increases the favorability and loyalty of the brand.
In short, how can marketing activities get the attention of consumers is a question worth going deeper. Situ Wencheng believes that in order to attract the attention of consumers, marketing activities must be creative, interactive and emotional, and these three aspects are complementary and indispensable. Only in this way can the marketing campaign effectively capture the attention of consumers and thus achieve the purpose of marketing.