I recently watched "The Jones Family" and found that just listening is no longer useful. Today's advertising is more important in how you influence people's lives and even change their lives.
"The Jones Family" is about: The Jones family came to a new town to live, the husband is handsome, the wife is sexy and charming, and the pair of children are beautiful and cute. They have the furniture and clothing that the town people dream of. Envious electronic equipment, everything is the most fashionable thing that can only be seen on TV. Their appearance broke the quiet town and became the star family of the town. With the development of the plot, it turns out that this family is not a real family at all, but a "family" arranged by the advertising company, pretending to be a family, and using various means to stimulate residents' consumption.
The hostess, dressed in fashion, carrying the most popular big-name bags of the season, walked into the beauty salon, not only attracted the eyes of those jealous, but also stimulated the determination of the local hostesses to flock to specialty stores. When people praise how fair her skin is, she always inadvertently give the cosmetics in the bag to those women, and casually said: I know that XX stars are also using this product. She also regularly finds those "target consumers" (customers of beauty salons) to come to her home and do some beauty parties. While watching TV and talking about gossip, she has a profound experience of expensive beauty products. The beauty experience brought further stimulated the sales of those beauty brands.
The male owner’s golf clubs can always achieve the best results; and he always generously invites neighbors to come to his home to enjoy the most realistic 3D images and experience the most realistic 3D games; the cigars he smokes can always become The rare items in the small town, the watches he wears, are always the new styles seen in the fashion magazine yesterday; what the neighbors experience in his home is simply the enjoyment of the future world, so you see more and more in the small town Of people drive the same sports car, more and more people are wearing the same brand of watches, and even the TV sets at home are of the same brand.
And their children also caused a storm in school, from lipsticks to running shoes, from beverages to video games, from computers to sports cars, all stimulating school students to enter the store and change "equipment."
And at the end of the month, the "family" will spare no effort to hold family gatherings, inviting all neighbors to come to their homes to experience the consumer feelings of their endorsed products: when the neighbors praise the delicious food, the hostess will open the refrigerator. Tell you that the original frozen food XX brand can be so delicious; and the imported beer that the host entertains the guests is always refreshing and delicious than your home beer; not to mention the latest interactive game in the son's room, and the collective screams caused by the cosmetics in the daughter's room . However, these measures have directly led to an increase in the shopping mall consumption index. The sales of their endorsed products can always increase substantially, and their monthly summary always surprises the company.
This marketing method using "star family" as a means is actually the sublimation version of the family of opinion leaders! In the psychological structure of the general public, there is a herd mentality and a strong worship mentality. People always hope to follow stronger and better people to get a better life, better quality, better work and more security. Psychological hints. The Jones family has an in-depth way of life, intrusively affecting people's way of life! The essence of the whole movie is to sublimate the marketing model of TV shopping to a marketing model integrated with many methods such as interactive, experiential marketing, opinion leaders and so on.
Today, 360-degree advertisements can no longer penetrate people's lifestyles. When the human body is immune to advertisements, the ability of advertising is becoming more and more obvious. How can advertisements convince consumers? When people no longer believe in the dazzling merchandise in TV shopping and firmly believe that it is a scam, how can a business promote the product? When the price war is in full swing and the merchants are dead and alive, consumers are just sitting on the sidelines. Where should the advertisement go? When the essence of business becomes more and more divorced from the essence of life and even human nature, is advertising just attached to the outer shell of fantasy? We say that only when consumers can be moved can they move their wallets; no matter what reasons consumers are moved (price, material benefits, usage methods, etc.), every advertiser should firmly believe that they can "moved" "Human behavior is always human behavior!" For example, in the face of a disaster, we are shocked by the magnitude of the disaster, but we will be silently moved in tears by the helping hands between people; we will not be moved by the government's repeated orders, but we choked with the warm embrace of the Prime Minister; We will not be moved by the arrival of the army, but by the soldiers' perseverance, we will stick to our homeland... After all, it is people who can move people!
"The Jones Family" deeply understands that it is the people living by their side who can move consumers and their consumer behavior. Therefore, they lurking around the target audience, using the brand they endorsed to form a desirable life scene-reflecting a higher-end quality of life, more advanced life enjoyment, and creating a person who is "moving" around People's life scenes. Once "moved" is formed, there will be a chain reaction of consumption. Consumers do not trust advertisements, endorsements, and saleswomen, but they always trust those who live around them, and always hope that they can have the same things as them. Life.
When we are still discussing whether to advertise, whether to interact with consumers, or to dilute the traces of advertising, do some implanted ads... Advertising has already changed its face, becoming your neighbor, your friend, your boss, and Your lover becomes your life!
But I am also very worried, once advertising becomes life, what about our lives?
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