Why do machine tool marketing favor animal endorsements?

Not long ago, Walter, the world's cutter maker, announced that he would love to adopt the two rare animals in the Wuxi Zoo. The reason is that this action not only reaffirmed the origin of Tiger and Walter's corporate culture to the outside world, but also reflected the company's responsibility to care for endangered animals.

After all, for several years, Tiger has been the endorsement of Walter's products. Walter has also launched a series of tiger blades. The person in charge said that the tiger has the status of a king in the animal kingdom, and therefore is not only noble and powerful, but tigers that open their mouths to reveal tiger teeth can communicate well to the outside world Walter tools are stronger, more durable and more Sharp features.

In fact, in the machine tool industry, especially in the tool industry, it is not only Walters who like to use animals to express the characteristics of products. For example, the thousands of wood CNC tools in China use the wolf to express the connotation of the product - higher efficiency, Lower costs and better results.

In the machine tool industry overwhelmingly are the advertisements of simple products, Walter and thousands of acres of NC cutter advertising will inevitably light people's attention, causing people's attention. Because animals are fun and entertaining, this largely compensates for the dissatisfaction caused by advertising infestation to the audience.

We have noticed that in addition to being an attractive item, these animals also have the function of conveying messages in advertisements. In fact, it is a common practice for advertisements to correlate animal characteristics with product characteristics. In this case, the animal image is not only interesting, but also closely related to the characteristics of the product. The animal image plays a role in the cognitive and emotional aspects of the attitude to the audience at the same time, so as to obtain the effect of the product effect.

Of course, whether the animal image can successfully carry information depends on the degree of correlation between animal characteristics and product quality. For example, the United States air-conditioning, choose to live in the frigid polar bear. The appearance of polar bears naturally reminds people of the cold property. Without too much linguistic explanation, consumers can see at a glance what they are all about. Advertising creatives only need to address the selling point of products other than refrigeration to advance one step ahead of competitors. One of the consumers who saw the beauty of air-conditioning advertising said: "The air-conditioning of the United States opened, even the polar bears were covered with cold quilts, the cooling effect must be very good."

But sometimes, this connection may not be seen at a glance, relying on copywriting tips. For example, in the past two years, the overall image propaganda of Shenyang Machine Tool Group in China's machine tool industry has also enabled the use of animals and plants such as whales and elephants as a promotion of the company’s overall image. There is a beside saying that “Yuda University is a majestic country; It is strong and powerful; it is high and windy, and the ejaculation is exquisite.” This shows the strategic positioning of the Shenyang Machine Tool Group in terms of cultivating, educating, educating, and breeding sperm, which is also in line with the company’s It is both big and strong, and it has become the development direction of world-class companies.

From this we can see that the most important thing for companies to use animals for endorsement is to make the characteristics of the animals match well with the characteristics of the company's positioning and the company's leading products, so that the advertising creativity is both interesting and informative (related to the product). Two functions.

However, in certain specific fields, such as the machine tool industry, companies that use this idea must be the first to take the initiative. If the latecomers want to achieve better results, they must differentiate the former, and even if they continue to use animal endorsement They should also avoid adopting the same kind of animals as their peers because it is not only not new, but it may also cost money to strengthen the brand influence for others.

Ye Dunming, a marketing management scholar, said that nowadays domestic industrial products, especially non-domestic consumer industrial products such as machine tool tools, are mostly "naked" in their advertising strategies - simple confession of product performance, corporate culture posture, and strategy Hysterical ambition. The most critical issue is that the content of the advertisement does not take into account what the customer wants to hear or want to hear, but the company is just talking to itself and boasting about it.

He said that corporate procurement personnel are also ordinary people, and those ignorant ads are not only easy to be overwhelmed, but it is easy to lose their appetite if they look too much. Therefore, he appealed that industrial products advertising should also be creative.