Countercurrent 1982

Chapter 1261 Advanced Advertising Strategy
On the second day, after Duan Yun came to the company, he immediately asked his assistant Guo Kai to call over the newly recruited advertising planners who came to the company to report today.

This time, Duan Yun plans to upgrade his advertising strategy.

In the past, Duan Yun was definitely considered a big spender in advertising. Sometimes he spent two to three million yuan a month. From CCTV to local radio and television stations, as well as various magazines and newspapers, the advertising efforts can be called overwhelming.

But this time, Duan Yun plans to adopt a more ingenious combination strategy. In addition to regular product advertisements, Duan Yun also plans to spend a lot of money on image advertisements.

In China in the 80s, no company had launched corporate TV image films as advertisements, and Duan Yun planned to be the first person to eat crabs.

"Manager Duan, are you planning to link our factory with the revitalization of national industry?" The new director of the advertising planning department is a 27-year-old young man named Li Chengcai, who graduated from the Department of Journalism and Communication of Xiamen University in 1983. Founded in June, and Li Chengcai is the first batch of graduates of this advertising major.

After Li Chengcai heard about Duan Yun's advertising strategy, he was somewhat surprised, because he heard that Duan Yun's advertising strategy was very clever. Unlike the previous advertising plan for domestic packaging products, Duan Yun's purpose this time was to promote the brand and corporate image. It is a very clever and avant-garde advertising model in China, and Li Chengcai was surprised that the boss of a private company had such advertising thinking.

"After so many years of reform and opening up, our domestic national pride has become stronger and stronger, and our enterprises have always been very patriotic. They have donated many municipal engineering projects for our SZ city, and are committed to improving China's electronics industry. development." Duan Yun paused for a moment, then continued: "At present, our company has established a chip factory jointly with Japan's Toshiba, which can produce the most advanced chips in China, so to a certain extent, Tianyin Electronics also represents the domestic The highest level of technology in the electronics industry..."

"I understand what you mean." Li Chengcai reacted quickly, and he immediately understood what Duan Yun was thinking.

Obviously, Duan Yun wanted to take advantage of the domestic national sentiment, hold high the banner of patriotism, package and promote his own products, which should be said to be a very superb advertising strategy.

"In the past, our factory's advertisements were placed on entertainment newspapers and magazines with relatively large sales. This time, in addition to maintaining the promotion of these high-selling newspapers and magazines, your advertising planning team is also responsible for contacting some mainstream newspapers with political colors. Ask them to provide us with some layouts." Duan Yun paused, and then said: "The price of the advertisement is negotiable, as long as it is not too outrageous, we don't have to bargain with them, but there is one requirement, don't put "advertisement" on the top of the board ", it is best to use the layout of the news, if it is not possible, it should also be treated as a corporate image version, and the suspicion of advertising should be downplayed as much as possible..."

"That's no problem. I'll deal with it according to your request later on." Li Chengcai nodded and said.

"As for the theme of the advertisement, you must highlight three aspects. On the one hand, "Tunein Electronics strives to be the first taxpayer in China", and on the other hand, "revitalize the national electronics industry". For the purpose of God, we attach importance to product research and development and after-sales service, and enjoy the "three guarantees" service, and everything is considered for customers." Duan Yun said seriously.

"Manager Duan, wait a moment, I'll take a notebook first." Feeling that Duan Yun explained a lot, in order to avoid omissions, Li Chengcai took out a paper and a notebook from his pocket and quickly wrote it down.

"As for the content planning of the advertisement, my idea is that the video recorder mainly highlights the karaoke function, which is mostly related to pop culture, love, and family entertainment. As for the repeater, it focuses on hope for success, TOEFL, and studying abroad..." Duan Yun thought for a while, and then said: "You'd better help me find a few well-known experts and professors in the education field, as well as overseas Chinese who have studied abroad, and let them speak for the repeater, and then you can edit a copywriting story, such as relying on learning English. Successfully studying abroad, or simply let those well-known educators recommend our repeater products, all in all, you are professionals in advertising, and you should not let me down."

"Don't worry, Manager Duan. I understand what you mean. Let's discuss the relevant planning and copywriting with our advertising department. We will make a complete publicity plan for you within a week." Li Chengcai.

"One week is too long. You just came to the company, so I should have allowed you to get used to it for a while, but now I need to start product promotion, so I will only give you 4 days at most. A few people in your advertising department need to work overtime and work harder. If the copywriting satisfies me, I will give you an extra bonus this month." Duan Yun said.

"Okay!" Li Chengcai responded and left early.

After Duan Yun saw Li Chengcai leaving, he also left his office and drove to Wang Shi's company.

When Duan Yun approached Wang Shi this time, he mainly asked him to help him buy a mobile phone.

After learning about Duan Yun's intention, Wang Shi offered a price of 3 yuan for each phone. Duan Yun didn't bargain with him, and paid him a deposit of 1 yuan. The other party promised to give him the phone in three days. come over.

At the same time, Cheng Qingyan was also busy cheering up the members of the Chamber of Commerce, and made some arrangements for the next step of the Chamber of Commerce's development.

In addition, Cheng Qingyan also has her own new plan, which is to use the strength of the chamber of commerce to expand the sales network of Tianyin Electronics to rural areas.

China's rural areas are vast and populated, and they seem to have the greatest market potential. However, due to the low consumption capacity and unsmooth advertising channels, especially the very unsound sales network, a company that makes people salivate on this is lingering in the third place, and ultimately fails. And back.

But Cheng Qingyan has always admired the Communist Party's ideological strategy of "surrounding the city from the countryside". This time, she plans to design a four-level marketing system for the rural market promotion of Tianyin Electronics, that is, the general agent at the prefectural level, the franchised store at the county level, and the township level. Sales offices, and village salesmen.

Cheng Qingyan plans to take advantage of low domestic labor costs this time to carry out crowd tactics, hire a large number of local salespeople through exclusive distributor members, and create a "no-cost advertising model", that is, send out to every second- and third-level Selling some raw material costs of the sales network and several advertisement templates of Tianyin Electronics, requiring them to paint "Tianyin Recorder", "Teiyin Walkman" and "Tianyin Video Recorder" in the countryside, every earth wall, telephone pole, and road that can be painted Guardrails, livestock pens and latrine walls make the popularity of Tianyin Electronics spread to every populated corner of the country...

(End of this chapter)