In the field of China's functional drink segment, Red Bull has always been a big step ahead of its opponents, and it is absolutely far ahead. According to the food and beverage industry research report, Red Bull accounted for 75% of the market in 2015, absolutely leading. The remaining 25% is divided by hundreds of brands such as Dongpeng Special Drink, Qili, Heika, and Lehu.
How did Red Bull do this, and what did it do right?
Time back to China in the 90s of the last century, when TV advertising was still in the early stage of development, if a company wanted to sell products, as long as it was advertised on TV, it would be popular all over the country, and the products would sell crazy. In particular, the ** TV station is very influential in its advertising communication and can quickly attract the attention and consumption of consumers. After an in-depth analysis of the current situation of advertising in China at that time, Red Bull decided to use **TV station** to place a large number of advertisements, which created that proud performance.
Behind the soaring sales of Red Bull, the super selling point of "drinking Red Bull when you are sleepy and tired" in the advertisement occupies a very important factor.
And behind the super selling point is Pavlov's "conditioned reflex" principle, that is to say, we are the first successful grandmother, not his wife.
Many people have heard of such an experiment - "Paplov's dog". That's right, Pavlov, a famous psychologist called the Soviet Union at the time, did an experiment with dogs, and every time he gave food to dogs, he rang the bell. After a while, as soon as the bell rings, the dog begins to secrete saliva. His findings revealed that a completely unrelated condition could be trained to cause automatic reflexes. In the principle of experiments, it was found that in fact, human behavior is the same, which will be affected by "conditioned reflexes", for example, people will drool when they see lemons;When you see a beautiful woman and a handsome guy, you can't help but look back;When you see a red light, you stop. And when a condition is generated, we will act accordingly, and there is a typical "conditioned reflex" for all people!
Red Bull is applying the principle of "conditioning" to its advertising super selling points.
That is to give consumers a "directive to act".
When you are sleepy and tired, the first thing you think of must be "Red Bull", because "Sleepy, tired, drink Red Bull", this sentence has been shouted many times on TV and staircase commercials, and we have heard it many times. Of course, I don't buy it every time I hear it, but I guess you must have bought it, why do you think of Red Bull first when you are sleepy?Because this sentence is very straightforward, it directly gives you a command to act - buy Red Bull, buy it and you won't be sleepy, this is the answer. If the Super Selling Point ad spreads 1,000 times, you will have the impression that sooner or later you will have to buy some of their products. Because it gives instructions to act, sooner or later you will have a reflex.
Good kung fu for the Mo Recang brand planning, the creative super selling point is called "Qinghai sea buckthorn is good, look for Mo Recang", also use this principle. The national production areas of sea buckthorn include Inner Mongolia, Shanxi, Baoji of Shaanxi, Sunwu County of Heilongjiang, Qinghai, Chaoyang of Liaoning, Yunnan, Luliang and other places. The insiders are recognized as Qinghai's sea buckthorn, and the answer is to identify Mo Recang, which is a consumption order;Sea buckthorn is a niche product, and layman consumers don't know much, choice is a problem, Qinghai is the answer, Mo Recang is the answer, who establishes cognition, consumers will recognize who, Qinghai sea buckthorn = Mo Recang = the best sea buckthorn. Question = answer, choose this answer if you have a question, and give this consumption instruction as soon as you have a question, which is the super selling point of sales power. You have to know that the "action order" is "one kick at the door, one kick at the door, and the customer will buy your product!"."If you do the foreshadowing, you don't say the core reason for buying, you don't give a clear purchase order, then the purchase will not happen.