Chapter 707 Impact across the ages (first update, please subscribe)
Facts have proved that in this world, as long as the money is in place, everything can be discussed.
This is even more true in the commercial society of the United States. After all, decades ago, people were able to publish in newspapers a "muscle-building and bone-regenerating water" that could regenerate broken arms.
Now... Although there is a certain degree of regulation, taurine is not a drug. In fact, it will not be sold as a drug. The key is to let others know its benefits.
With the stimulation of money, some popular science articles soon appeared in many newspapers in the United States. At the beginning, they introduced the discovery process of taurine and its importance, and then focused on It introduces what will happen if the human body lacks taurine and introduces the impact of this nutrient on health and lifespan. What followed was a wave of publicity about the need for taurine supplementation, revealing the important role this nutrient plays in regulating bone growth. Similar studies have also shown the importance of taurine on the immune function and nervous system development of infants and young children.
Even at the end, he simply said, "This study shows that taurine may be the elixir of life in our bodies, helping us live longer and healthier lives."
Articles like this Was it written by someone blind?
Taurine is the "elixir of life". Does anyone believe such unreliable things?
If it were written by ordinary people, no one would believe it, but for the general public, when they saw the signature of the article, they unexpectedly found that there were two, one was the author, and the article was written by a certain medical school. of well-known professors, and another writes for the American Academy of Nutrition.
One side is endorsed by a university professor, and the other side is endorsed by the American Nutrition Society. How can people not believe such an article?
Even if a colleague sees it, even if he wants to refute it, he must first come up with research results to oppose the opponent. Moreover, there are no advertisements in such articles, and it is just about popular science.
And most of these articles are on the second page of the newspaper, occupying half of the page at once, or even one page.
......
Through the prize-winning essay contest, Zhou Zhimin has collected dozens of articles touting the benefits of taurine to the human body, especially infants and young children.
With these articles, these award-winning works were naturally submitted to major newspapers and magazines.
The 1950s was definitely an era dominated by print media. Although televisions had entered thousands of households, most American families would order newspapers or magazines. Newspapers and magazines were definitely the kind that penetrated into thousands of households. .
However, the marketing methods of this era are still very backward. The "simple" and "kind" people of this era have experienced the impact of marketing soft articles!
In the 21st century, when people turn on the TV, it is either advertisements or soft articles. It is still the same when they turn on their mobile phones. If they want to jump to it, they have to watch it for ten or twenty seconds. In this era, although advertising is in an unsupervised mode , but people are still relatively restrained. At most, they are more exaggerated and more shameless in words, and that's it.
People who read newspapers also know what advertisements are and what news they are, and they are accustomed to not paying attention to advertisements that are as big as tofu.
But this time they are facing a brand new advertising model. Faced with this kind of marketing soft article, they don't even have any discernment - whether it is advertising or science.
Like most people, Grace also has the habit of reading magazines. It was just like every other day. After she opened the magazine she had subscribed to all year round, she only turned two pages and saw an article "Baby brain gold... awesome" Sulphonic acid!”
After reading this article, Grace, as a mother, immediately read it seriously, and soon she was attracted by the content described in the article. After all, this In this world, as a parent, who doesn’t want the best for their children? Who doesn’t want their children to be smart enough?
“So taurine is so important.”
While Grace was surprised, she was full of curiosity and even desire for taurine, a product that she heard was a high-tech product.
But where can I buy this thing?
Just when Grace was about to write a letter to the magazine, she saw Li Yian walking in and asked.
"Li, have you ever heard of taurine?"
"Taurine?"
Li Yian was stunned, this is too much. No one paid much attention to that thing in the past, because it was used in infant milk powder under his explicit guidance.
But how did Grace know?
"What?"
"It's a nutrient, which is very important for a baby's brain development, vision development and bone development. Babies like Caroline can't synthesize enough in their own bodies. of taurine, thus causing differences in children’s height, intelligence and even personality..."
For a time, Grace seemed to transform into a nutrition expert, talking endlessly. Li Yian listened quietly to the benefits and importance of taurine.
Listening and watching, finally, after she finished speaking, Li Yian asked.
"Grace, where did you see these from?"
Is it possible that similar products have appeared in the United States? That’s not right! Taurine is added to milk powder and becomes a major feature of infant formula. We have to wait at least another few decades. "In the magazine, it was an article written by a professor, and it was jointly studied with the American Nutrition Society!"
"American Nutrition Society?"
Li Yian I was stunned at first, but then I understood - Pigeon milk powder is about to enter the US market. Now they are warming up to enter the market. This is also Li Yi'an's plan - to create marketing soft articles for infant formula milk powder containing taurine.
If you want to sell infant formula, you must first emphasize its benefits, and taurine is its biggest selling point.
The point is not whether it actually works, the important thing is to convince everyone that it will work.
Although most American families give their babies milk, they don’t necessarily all drink formula, let alone taurine.
So when infant formula is launched on the market as a new product, there may not be so many potential users.
For example, the earliest formula milk powder in history appeared in the 19th century, but until now, some babies on the market drink milk or ordinary milk powder. Even in the United States, many families still drink condensed milk as milk powder. , which is even its largest market. As for formula sales, sales are average.
Not because it’s expensive, but because most people don’t know the benefits of formula. Another reason is that the current formula milk powder cannot be said to be a formula, but more of a balanced nutrition.
Of course, more importantly, there are too many choices in the American market, such as milk everywhere - every family has the habit of drinking milk, and the supply of fresh milk is also very convenient. In this case, who would What about choosing formula?
The bottom line is that there is no market demand.
As long as there is demand in the market, formula milk powder will not be so difficult to sell.
In this case, what is needed is to open up market demand.
That’s why Li Yian decided to use a soft article offensive, first touting the benefits of taurine in newspapers and publications, and then packaging Pigeon formula milk powder to emphasize the importance of nutritionally balanced formula milk powder for infants and young children. And just drinking milk is harmful to the identity of infants and young children.
Ordinary people brag about the benefits of taurine and formula milk powder, but probably not many people are willing to believe it.
But when the same embarrassing boast comes from the mouths of experts and scholars, the credibility is completely different.
That’s why Li Yian asked them to find the Nutrition Society, and then got a group of experts to write a bunch of articles to brag for them. The articles are then placed in newspapers and magazines.
Nowadays, the persuasiveness of the articles written by doctors and professors from these well-known hospitals and medical schools is naturally conceivable. After all, at the moment, the word expert is not a bad word, and there is no doubt about the professionalism of the articles.
Because there is no nutrition organization in the United States, they established a special organization, the American Nutrition Society, and then used this organization to endorse their products.
The usefulness of this society is not limited to milk powder, it can also play a greater role in the future.
For example, setting industry standards, such as providing professional endorsement for some new products.
With the organization in hand, are you still worried that you won’t be able to convince others?
As a result, mothers like Grace were persuaded by professional articles.
And demand arises.
Looking at Grace who was full of expectations, Li Yian was a little silent for a while. Why...why did he also market his own people?
But then I thought about it, what does this mean? This means that this marketing strategy is successful!
American Academy of Nutrition... Professional organizations, professionals, can they not succeed in their work?
Li Yian doesn’t find anything surprising about this kind of success. After all, this is a cross-generational marketing method from another era. This method that transcends the times has naturally achieved unprecedented results in this era. success.
This is the power of the times!
After thinking about it for a moment, Li Yian felt that he represented the millions of mothers in the United States who had been brainwashed by professional institutions.
What should be done in this situation?
Of course, keep up the good work and further brainwash!
(End of this chapter)