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当消费品广告越来越有趣味的同时,工业设备的广告仍然是“产品+技术参数”的老面孔,在这个讲究“传播效率”的年代,创意能否让工业设备广告变得让受众一读就懂,我们……说实话,接手双良时尽管心里有准备,但看到双良专业而又枯燥的资料时,头皮还是一阵阵发麻。江苏双良集团是大型工业企业,年销售额达15亿。中央空调、停车设备、锅炉三大系列产品俱为大宗工业设备,无论产品的形态还是消费群乃至消费过程都与日用消费品大相径庭。做双良产品广告,无疑是一个挑战。要知道广告该说什么,首先要清楚对谁说。我们把和双
While consumer products advertisements are getting more and more interesting, the advertisement of industrial equipment is still the old face of “product + technical parameters.” In the age of “communication efficiency,” is creative the ability to make industrial equipment advertisements Let the audience read to understand, we ... ... To be honest, take over the good despite my heart, but to see double-Liang professional and boring information, the scalp or tingling. Jiangsu Shuangliang Group is a large industrial enterprise with annual sales of 1.5 billion. Central air-conditioning, parking equipment, boilers three series of products are bulk industrial equipment, regardless of the shape of the product or consumer groups and consumer processes are very different from consumer goods. Do double good product advertising, no doubt a challenge. To know what the ad should say, first of all it must be clear to whom. We take and double