Not long ago, the United States Printing Group Vistaprint launched a three-minute multi-million dollar television advertising in the US broadcast, the commercials with a promotional postcard tells a moving and dramatic story. What makes this advertisement unique is that Vistaprint has no discount coupons and no special promotions. It doesn't look like it is for the original Vistaprint customers-the so-called B2B B (printing service agent).
This time the advertising long-cherished wish is a brand new company image, facing the public, Vistaprint began to market to end customers. Did total revenue increase by 21% and the proportion of end users increase in 2014, prompting this global network printing paradigm to change its business model?
Advertising the film about a pair of close seamless bakery owner and his son and his son 15-year friendship, together with their father son since childhood to learn to make bread and sell bread, bread delivery, send a postcard with bakery draw business. The son grew up and prepared to go to a big city to develop . Dad sent his son away and felt sad, and continued to run the bakery alone.
Son in a big city to find a good job, very busy during the day, evening and party colleagues are also busy, no time to contact and father, but every day of my father has been bakery coffee mugs and key chains. One day, my son received a discount postcard from the bakery sent by his dad , and resolutely decided to pack it back to his hometown. The micro movie ended with the warm embrace of the father and son. One thing is very important.
The significance of this marketing campaign is to enhance the image of Vistaprint, to stick customers with emotions, and to strengthen customers' perception of the brand. At the same time, with the story of the bakery, the print is still the most warm communication medium.
Vistaprint's direct customers are companies that provide printing services for micro-enterprises with less than 9 people. Among them are many designers and running orders (B). The indirect end customers are small shops and small companies (C).
Advertisement attracts B is the price, C does not care where the printing plant is, why Vistaprint spend a lot of money to advertise to C?
It turns out that Vistaprint's growth in recent years came from helping B grow from printing services to marketing services, and marketing led to the results of the printing business.
The message that Vistaprint wants to convey is "everything you create is important," emphasizing that micro-enterprises can use their pride to market their professional qualities. It is equivalent to reminding C to pay attention to marketing, which is exactly the secret weapon used by Vistaprint to help B defeat his opponent and win C's printing business.
Vistaprint provides B ’s marketing tools for free, allows B to help C make marketing programs, and prints flyers, posters, roll up cards, and recipes by the way.
Such print ads are indeed novel, have you learned?
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