How do you sell coffee that costs twice as much as others? The marketing secret of Ogilvy & Mather Advertising Associate Manager

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Walking into the convenience store, there is a series of drinks called "left Bank Cafe" on the shelf, which has been on the market for more than 20 years. Many consumers may have thought that there was such a shop on the banks of the Seine in Paris, called the left Bank Cafe.

This is the work done by Ye Minggui, vice chairman of Ogilvy Advertising, who led the team in the 1990s. Having worked hard in the advertising circle for more than 30 years, he has so far participated in the building of more than 200 brands, such as Quanlian and high-speed rail. There is only one secret: "only by adhering to a special style can the product be transformed into a real brand through a good advertisement. Into the minds of consumers."

Think of the details that customers didn't think of, and establish a unique brand foundation.

Most people may think that advertising or brand activities are for customers to bring products and ask creative people to come up with ideas. But the brand of left Bank Cafe stems from a title: a cup of different materials, what is the content is not known, just hope that the price can be raised.

Since Tetra Pak packaged drinks could only be sold for 10 yuan in the market at that time, Ye Minggui's challenge was how to convince consumers that after a new package, the price could be raised to 25 yuan and willing to pay the bill.

Ye Minggui first tested different product categories and styles through market research, and finally chose to "sell coffee", and in order to improve the value of this cup of coffee, it also gives the product an exotic romantic atmosphere: a cup of coffee from a cafe gathered by philosophers in Paris, France. If consumers want to check whether there is a left Bank Cafe in Paris, after connecting to the official website, they can also see the French version of the page, providing local tour guides in Paris and other information, so that the "left Bank Cafe" produced in Taiwan is really "very French."

After the successful listing of the left Bank Cafe, Ye Minggui began to think about how the brand could be extended. After referring to the menu items of general cafes, he set the direction of "not just selling coffee, but running a coffee shop," and successively launched a series of products such as cheesecake, brownies, and milk tea on the left bank. This has not only successfully deepened consumers' understanding and impression of the products, but also further strengthened the brand influence of the "left Bank Cafe."

For Ye Minggui, the left Bank Cafe is a very specific business proposition. Customers want to "put a premium of 10 yuan to 25 yuan", and their task is to inject soul into the product and help customers to define this position. deeply rooted in the hearts of consumers, think that the product is good value for money.

"there are too many people who are confused about advertising and products and think that advertising is about product-related content." However, good advertising comes from accurate product positioning, and once the business topic is clear, "our specialty is to position this to form the impression of consumers."

Brand innovation is a means of propaganda, but the core spirit should be consistent.

After successfully building a brand, the test that follows is that the brand should keep pace with the times. To put it bluntly, you have to do something different in order to feel fresh or innovative.

Ye Minggui also agrees, "people are forgetful, you must constantly innovate." But he also stressed that "the most difficult thing to build a brand is to adhere to consistency." Because the style of a brand is the same as a person's personality, in essence, it will not change from childhood to old, but what he does must grow up and be different with the times.

Left Bank Cafe has been a brand for more than 21 years, but in different times, taken over by different creative teams, they all have the same brand personality and style. "this is the discipline of the brand butler, even if it is not his own originality." also abide by the established strategy, maintain personality, maintain style, so that brand personality and style can really be recognized by people. "

The same is true of Quan Lian, which has a growing voice and influence in the market in recent years. After the popularity of "Mr. Quan Lian", the QF also looked forward to making more breakthroughs, hoping to have a new script and come up with more powerful ideas. But with years of experience, Ye Minggui explained to Lin Min-hsiung, chairman of the all-China Federation, "maintaining the consistency of style is the most difficult thing to do in running a brand. You do have to keep innovating, but only when the main axis remains the same will others remember you."

As a result, over the past 10 years, Quan Lian has always maintained the same advertising positioning and style, with the slogan "as good as cheap", showing the over-honest side of "Quan Lian" in a self-deprecating tone.

"continuous innovation, but never change, is an important mentality that must be established if a brand wants to be truly recognized by people." Ye Minggui said that in fact, the demands of "Mr. Quan Lian" have always been the same, but through continuous innovation in the content and publicity methods of advertising, consumers can still "feel very fresh" in familiar elements year after year.

In 2016, Ogilvy Advertising stood out from more than 20, 000 advertising companies and won the first place in the Greater China Effie Greater China Award, which is known as the Oscar in marketing and communication circles. In the same year, it was also the ninth consecutive year that Ogilvy & Mather Advertising has been selected as the agency of the year by Campaign Asia-Pacific since 2008.

Entrepreneurship and business complement each other to create the best works

"the most outstanding creative people only live on the best business." Ye Minggui believes that creativity and business complement each other and perform their own duties in order to show the professional level that professional teams should have.