Break through the traditional concept of shoe ads

On September 9, the saying goes that only the mind that is occupied will occupy the market. This concept was introduced by American advertising pioneer Leo Burnett. He believed that to truly succeed in sales, a product must first capture the consumer’s attention and imagination. When a brand is embedded in the customer's mind, it naturally sparks the desire to purchase. Advertising plays a crucial role in achieving this. It is not just about promoting a product, but about capturing the audience’s attention and creating a connection. A well-crafted advertisement taps into the psychological tendencies of consumers, using creativity to resonate with them on an emotional level. These kinds of ads can create a lasting impression, influence behavior, and ultimately drive sales. Before the liberation, there was a small shoe shop called Heming in Nanjing. Though it had been around for years, it remained unknown. One day, the owner noticed that many successful brands used advertisements to promote their products. Inspired, he decided to try advertising too—but what kind of ad would truly catch people’s attention? After some thinking, his accountant suggested a clever approach: “In business competition, strategy matters. If you place an ad in the city’s largest newspaper for three days, you’ll see results.” The plan was simple. On the first day, the ad featured a large question mark with a small line below: “For more information, please check the Japan Newspaper column.” The next day, the same ad ran again. On the third day, the answer was revealed: “Three lines must have my teacher, three lines must have my shoes — Crane Ming Shoes.” The shop owner was immediately impressed and followed through. Once the ad was published, it generated a lot of curiosity and discussion. Soon, Heming Shoes became widely known, and its business boomed. The owner realized that effective advertising needed to not only leave a strong impression but also tap into the audience’s natural curiosity and desire for answers. This clever campaign showcased the power of originality. By creating suspense and engaging the audience’s interest, the ad managed to stand out. Even though the message was simple, it broke away from traditional advertising norms and achieved remarkable success. Beyond advertising, offering unique and differentiated products is another key way to capture the consumer’s mind. While advertising promotes existing products, innovation creates new ones. To truly succeed in the market, both strategies are essential—because the goal is to be the first thought that comes to a customer’s mind when they think of a product.