Five months after 2023, advertising marketing should avoid these pits.
In the past five months in 2023, marketing rollover incidents are not uncommon. The most fundamental way for enterprises to avoid marketing accidents is to attach importance to creativity, professional talents, hold high common sense, reiterate the bottom line, and regard brand growth rather than enterprise valuation as the top priority of business operations; The media and advertising marketing platforms should help enterprises to publish publicity information in compliance with the requirements of public opinion and guidance, and create a good brand image in strict accordance with the provisions of the Advertising Law. The following common problems in marketing should be avoided!
1. Don’t touch the hot spots of major social events, especially those involving natural disasters and casualties.
Many enterprises chase hot spots regardless of the bottom line, and encounter hot events, regardless of the willy-nilly, send a poster of friends circle first. This is especially serious for real estate enterprises. Events such as rainstorm and air crash have been used for marketing, which has attracted unanimous condemnation from public opinion.
2, don’t involve political, racial and religious topics, and be careful when using cultural symbols with national and national symbols.
This is an important common sense of advertising marketing. Once the car is overturned, it will be more than just being condemned. In particular, it should be pointed out that cultural symbols with national and national symbols, such as dragon, stone lion, Great Wall, Yangtze River and Yellow River, Huabiao and sundial, bear national feelings and national identity, and should not be dwarfed, vilified or distorted.
Some brands have made such mistakes: the advertisement of a paint brand, in order to show that the paint is too slippery, the dragon on the column of the classical pavilion fell down; Off-road vehicle advertisement, stone lion bows to the vehicle; In sports brand advertisements, foreign basketball players beat dragons, Tai Chi elders and flying girls … These advertisements have been greatly criticized and resisted.
3. Don’t make consumers feel disgusted & anxiety marketing should be moderate.
Using fear appeal in advertising content, some shocking words, pictures and data may improve the communication effect, but consumers actually resist it and will not really accept it. Brands help consumers become what they want to be, which is the meaning of brands.
4. Don’t copy and take chances.
Enterprises should not be lucky, thinking that the original creator can’t find it. There is a memory in the Internet age. Once a plagiarized work is published, it will exist for a long time. Not being discovered today doesn’t mean not being discovered tomorrow. For example, a nut brand was scolded for hot search just because its advertising works were turned out a few years ago.
5. Pay attention to copyright in the fields of audio, pictures and fonts.
In recent years, copyright awareness has often been raised, because there are a lot of incidents in which defendants have been brought to court for audio, picture and font infringement. The marketing department of excellent enterprises should train the copyright knowledge such as audio, fonts, pictures, portrait rights and copyright in the first week of employment; When the relevant person in charge of the enterprise gets the creative sample, he must confirm that the copyright is clear.
6. Don’t discriminate against specific user groups, create gender opposition, and don’t hurt animals in advertising content.
Enterprises can conduct marketing for target groups, but don’t talk about specific groups, let alone discriminate. A large part of marketing rollover incidents involve gender opposition and conflict of values, and marketers can’t regard creating contradictions as traffic passwords.
There is no need to belittle men when praising women in advertisements; Praise men and there is no need to belittle women; Holding young people, there is no need to step on middle-aged people; Eulogize professional women, there is no need to belittle full-time mothers; Emphasize the importance of beauty and don’t belittle ordinary people; Sell slimming products, don’t ridicule fat people …
7. Don’t condescend to educate consumers about how they should live.
What consumers need is understanding and recognition, not education. Enterprises can promote high-end products, but not with a sense of superiority.
8, crisis public relations don’t try to justify, don’t bully, don’t be arrogant.
When the conflict between enterprises and individual employees or users causes public concern, public sentiment naturally sympathizes with the weak. Don’t try to be brave even if the enterprise is in charge, because the public is emotional, not rational. If the enterprise does something wrong, it will honestly apologize, silently correct it, and wait for time to dilute the heat of public opinion.
9. Learn the Advertising Law well and take the first step in marketing.
In fact, many advertising common sense and marketing bottom line have clear constraints in the Advertising Law. For example, alcohol advertisements cannot express or imply that drinking can eliminate tension and anxiety and increase physical strength. The national flag and national emblem cannot appear in commercial posters; Red scarves and so on cannot appear in commercial advertisements.