Shi Yuzhu Readme: How to spend 1 yuan of money 38 yuan effect

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Brain Platinum advertising costs 300 million a year, the final intermediary agency according to the broadcast of the assessment is 3.8 billion. The reason why there is such a big gap is to rely on the team to minimize costs. Shi Yuzhu is how to do 1 dollars to spend 38 pieces of the effect? In the Shi Yuzhu so far the only public works "Shi Yuzhu Readme: My marketing Experience" Shi Yuzhu revealed his experience.

1, the lifeblood of China's 90% enterprises in advertising

If you can develop a good product, this product more players, the company has a profit. This is the development of the driving type.

You need to increase your sales, rely on more people to know your product, in order to improve your sales, the company is marketing-driven.

China now most of the enterprises, are doing consumer-oriented products, in fact, the vast majority of enterprises are marketing-driven, or should say more than 90% of the enterprises are marketing-driven.

Good products China is quite a lot, China itself can develop a good product, research and development can learn from abroad. Technology in China is not bad, good products can be developed, can be manufactured. But many enterprises did not do well in the end, the problem is in marketing. So I think, for more than 90% of the consumer goods business, its lifeblood on the marketing above, the lifeblood of marketing in advertising.

2, to find out what the consumers are watching television

We spend hundreds of millions of dollars a year on advertising, and what channel is the cost of advertising? This is very complex, different products are not the same.

For example, now we are on CCTV, relatively speaking more. Why do you do a lot on CCTV? Because CCTV has a wide coverage. Where does this information come from? This is our own investigation, our local branches, every year, a number of regular household surveys, and then through the survey to calculate a percentage. A city can only count 100 households is enough. Do not like CCTV Sofres, they have to be clear to the second decimal point after two digits, we do not, we only have a single digit must be enough, you can know a ballpark.

We have investigated, at the township level, CCTV occupies an absolute advantage. The city is not watching CCTV very much now, especially in Guangdong, such as Guangzhou, where almost no one is watching CCTV. But you have to go to the township level village, they usually open the TV, often is watching CCTV.

Our products are nationwide, and its consumption is based on three-tier cities, small cities, counties and towns this primary market. So in this case, CCTV is our main channel.

3, special emphasis on advertising fee discounts

We particularly emphasize the problem of discounting advertising fees.

3%~5%, county, Taiwan, our advertising fee discount dozen is very powerful, generally speaking is the price of the quotation, that is, the price of the case of 3%, 5%. This was not an industry routine, we went to talk about it. Because the cost of their broadcast is in fact less than 1%, broadcast cost is very low. We will talk to him, we do the plan is: first I signed a long-term contract with him, a sign for several years; the second, the TV station selling ads The most headache is, the broadcast of the advertisement can not collect money, I was signed the whole contract to pay you off first. One year of advertising, I can pay you the money at a lump-sum. So I have these conditions are very generous, but my request is one: you want to give me cheap. Must be cheap.

One more, I try not to buy the time they sell well. In fact, do not say CCTV, each local station you see the advertising department in that boast, in fact, he 20%~30% ads sold is good, 80% of the advertising is not sold off. Originally this period of time, the budget inside is to advertise, but he can't sell out. Can't sell he often wants to send, who advertise to do much he send who. Then I said, you can't sell the advertising time I buy all, I only 1% or 0.5% to buy you, and then I buy a little.

4, by the system to eliminate rebates phenomenon

I'm not afraid of the people we talk about advertising going out rebates. Sometimes our people have to pay for their own money. Because we are very strict to the following managers, our headquarters to formulate the strategy of the time, will study: how this Taiwan, its popularity, ratings, and then our headquarters to give approval of a price, such as the TV station only allowed 1%, the issue of the price of 1%.

If you can't talk about it, we won't do it, I'll deduct your money and deduct the local manager's money, so he'll find a way to talk.

At the beginning and at the earliest, I did not understand, to find several stations, asking them to publish the price of 20%. They told me that the price of the publication of the 20% can not be done, and finally forced to do it down. Later I found that 20% is too high, in fact, 3% is enough, and then I changed to 3%, and finally made it all.

5, advertising broadcast, to research how to impress consumers

The amount of advertising broadcast I think so, the time must be big enough to be big enough to how big.

My practice is, not in the peak season, do not broadcast, the money is saved, to broadcast on a symbolic superficial point, the money will be saved to the peak season when the focus dozen.

For example, yesterday did not broadcast, yesterday, all the stations did not broadcast, you will not say how no brain platinum ads, you will not each station to find this ad. Then today all the stations everywhere can see me, you will say that my advertising volume is very big, you are very impressive. Don't play when you don't need it, concentrate on it when you need it. This is the first.

Second, when conditions permit, the next day. Today is zero, concentrate today on the next day. Tomorrow will be my advertisement for every station.

In short, it is to study how to impress consumers.

6, to broadcast advertising, at least for a year

Advertising you want to do, such as TV commercials, there are many enterprises said I will do 1 months, 3 months of advertising budget, after I do not do, in fact, this approach is the most wasteful.

Television advertising in the minds of consumers to form an impression, it takes a long time, need to continue. Advertise or not, you have at least 1 years of planning.

If you sow less, this money is wasted, it is equivalent to you just preheat, preheat for 3 months, 6 months, you take the fire to withdraw, your water will never open, you burn in front of the fire white burned.

This approach to the small and medium-sized enterprises to kill, in fact, quite a lot. They thought: "I will play 3 months advertising, to gamble, regardless of its success or unsuccessful, 3 months after I withdraw."

But the big enterprise, unless that boss has the nerve to have the problem, generally speaking he if plays the time is very long, the advertisement invests very much, he should be able to determine this advertisement has the effect. If it works, it continues to be broadcast.

General enterprises do not because of continuous advertising, the number of years of broadcasting and bankruptcy.

7, play the frequency of "pulse"

Brain Platinum This product, is the season, such as the Spring Festival, is everyone to go home to give gifts.

There are a number of products, it is not in the off-season season, all the year round in the sales, then the advertisement should be how to distribute?

This is a pulse. For example, at the beginning, when I import the market, the first 3 months, or even the first 6 months, I can broadcast intensively. To the back, I can broadcast every month. This month, the next month to stop one months, and then next month to broadcast.

If the budget is not enough, the broadcast of this month I broadcast the next day, but the intensity of the date of the broadcast is big. Every day is a program, and one more program is the next.

The cost of the next day is 50% less than the daily cost, but its effect falls far below 50% and the effect is only slightly lower. Not that my cost is reduced by 50%, the effect is also reduced by 50%, the effect is only a slight drop.

8, advertising and sales linked

If a local manager does not advertise, his local sales can only rely on CCTV radiation, sales of a small increase in the amount of his bonus is also less. This is the first.

Second, our management is this: he sold a box of brain platinum, I have matching (become advertising fees), such as the distribution of his 15 dollars in advertising, is the local dozen. If you can't do it, the 15 dollars confiscated, change the profits of the headquarters, it will not give him, so from his point of view counting he is a disadvantage.

Also, if you can't talk about it, I'll start the fine, the first year is fine, and the next year I'll be free of him.

9, land and sea and air cover, there are advertisements on the pigsty

For example, television commercials, CCTV, local TV commercials are all air forces, and the marketing staff of the mall are ground troops. And a navy, a poster.

In areas where sales are better, posters are posted on the streets, and posters are posted at the door of the mall.

Does the poster violate the Urban management regulations? This is not to say that all places can not be affixed, and some walls can be affixed, as long as not disorderly paste.

In addition, the mall inside are able to paste, all the shopping malls, pharmacies inside can.

Even in the countryside, there are advertisements on the walls of the pigsty, on the walls of the factory walls and on both sides of the railway.

People in our city will feel that the grade is too low. But you go to the countryside survey, the rural people do not feel low, because they live in that environment, not to the city to see. So the city's opinion you do not take it as one thing, you are for the rural people to see, the rural people do not feel low, that can be done.

In addition, the cost is very low, 50 yuan can brush a wall, a can do 1 years, in fact, very good. This is with another health care company three strains of the study.

10. Final Packaging

In the Changzhou survey, let the planning department take the box to the terminal point, to the pharmacy, and other drugs, health products put together, put a box, and then at the door to investigate what consumers see is the first product.

The beginning of the time to see the product is not our products, so we changed, after a few changes, and then survey found that half consumers into the store a glance at the past, most consumers say is our box, the box is set down.

For consumers, often the first to jump into the eye of the product is the product he wants to buy.

How the brain platinum was set in the terminal, set a principle, the brain platinum in the store placed not less than 3 boxes, 3 boxes together to attract the most consumer attention; height must not be less than 1.5 meters, not higher than 1.8 meters, 1.5 meters everyone at that height, the most insured height is 1.5 meters-1.7 meters.