Wuliang Advertiser

When Wu Liang went to work the next day, he finally felt a little at work.

Last year and the first half of this year, he tried to figure out how primitive accumulation, time fragmentation and fragmentation, and busy work in the middle, after taking stock, time finally returned to normal, allowing him to concentrate on the advertising business.

morning,

Wu Liang continued to sort out this advertising plan.

In addition to the candidates for advertising, the most important thing is the planning of idol activities.

How to focus the eyes of target customers is the focus of advertising planning.

Wu Liang once again thought of the wise saying by David Ogilvy, "Advertising is to sell products, otherwise it is not advertising!"

In the end, everything must obey this principle. No matter how well the advertisement is done, what can users do if they don’t buy it?

Everything is for nothing if things can't be sold.

Therefore, the second of the seventeen principles of consumer psychology in "Golden Ads" is to allow customers to deform their self-awareness-to inspire immediate recognition of your product, thereby generating the idea of ​​buying.

The target customer is the most important link in the advertisement.

It's like, you invite Uncle Zhao to shoot this ad, no matter how cool the ad is, who will buy it?

Thinking of this, Wu Liang felt confident in his heart. Of course, if Wu Liang played the advertisements that he had already succeeded, he would stop playing advertisements and just go home and grow sweet potatoes.

He planned from three aspects, idol activities, community marketing, and comprehensive efforts to integrate "bombing" to promote. The time began in September and lasted until March of the second year. The plan was to cost 100 million yuan.

Of course, it does not include the cost of celebrity endorsements.

In the morning, Li Yongjun paid a special visit to Wu Liang and sent an advertisement demand plan. After Wu Liang looked through it carefully, he had a preliminary estimate in his mind.

After eating something casually at noon, Wu Liang specially ordered a cup of Yolemei's milk tea, so he was familiar with this product.

In the afternoon, after a day of preparation, Wu Liang, Zhang Hongning, and Liu Yuyan sat in the conference room to start the formal promotion meeting.

Wu Liang simulates Party A and Liu Yuyan represents Party B.

As soon as he sat there, Wu Liang felt something was wrong, and the dry introduction was already extraordinary.

"Well, Yu Yan prepares a slideshow. The interface must be simple and elegant, full of business style, and fully display the company's image!"

Zhang Hongning looked at the side and smiled, "Wu Dong, the slides should include our company's introduction and successful cases. This is also a manifestation of our company's strength!"

Liu Yuyan raised the USB flash drive in her hand, "Wu Dong, I have prepared the company's profile long ago! I opened it and you showed it?"

Liu Yuyan was also drunk when she met this boss. She was exhausted and he didn't care about anything, and didn't even care about the company's affairs.

"Huh? Isn't it? Come on, let me take a look!"

The conference room was arranged by Zhang Hongning and equipped with projection computers. Liu Yuyan quickly plugged in the U disk and introduced Wu Liang.

Wu Liang exploded as soon as he saw the layout of the slides. It was quite satisfactory. He was not even as good as the slides he provided to Mr. Guo's Supplier Conference last year. Where is the level an advertiser should have?

"Uh, let me take a look at the content first. The specific layout has to be optimized."

Wu Liang wondered if it should be sent to He Xihu, she was a master of slideshows, and he sighed secretly again, still lacking people.

The content is all available, and there is everything that should be there. In addition to the company’s structure, Wu Liang pointed out a small flaw, "The company’s headquarters is located in Pengcheng, with two branch offices, one in Yangcheng and one in Los Angeles. ."

After Liu Yuyan took it down, she began to introduce Wu Liang to the design of the advertising copy. However, the magical thing was that Liu Yuyan turned on another slide. Wu Liang took a closer look. This must have been hurriedly sorted out by Liu Yuyan working overtime at night. He was embarrassed to discourage the hard work of this girl, and gave a superficial compliment. The insincere words on his face were obvious at a glance, "Yuyan has a heart, not bad!"

After Liu Yuyan had prepared the slideshow content, Wu Liang began to ask questions, "I would like to ask, how does the advertising design made by your company fit the brand image of Xizhilang?"

Youlemei is just a sub-brand of Xizhilang, and both brands support the company's image!

When deciding to create a new brand, this is very important, and it is also a very crucial part of this advertising plan. Liu Yuyan doesn't know, but Wu Liang is very clear.

Just like the three major brands of General Motors in the United States, although each sub-brand corresponds to a different consumer group, they all maintain the image of GM as a company.

Brand image is the overall impression and judgment of consumers about a certain brand. In the final analysis, the new brand cannot have a negative impact on Xizhilang, especially for companies with the same brand and company name as Xizhilang.

Don’t go to the end, Youlemei’s brand is not upright, and it’s a disaster for the brand of Xizhilang!

Liu Yuyan obviously hadn't reached such a realm yet, and she was stubborn. She sighed in desperation, and wrote Wu Liang's questions in her notebook, so she could study it later.

"The second question is, what good planning is there for the preheating of advertising?"

"..."

"The third question, where is the advertising channel?"

"..."

Wu Liang asked three questions in a row. Liu Yuyan was completely dumbfounded. Small advertisements and such large advertisements are really two concepts.

Small ads can be negotiated with the other party, and how do you invest in advertising that involves the investment of hundreds of millions of dollars?Where to vote?Why do you vote like this?All have to inform customers in detail.

In other words, how to spend the money?What kind of expectations can be achieved after spending?

You can't vote on the seven agricultural channels of China Television, right?

This is because Wu Liang has worked in the advertising industry. Although he has never played such a big project, he still knows how to draw a gourd. "It’s really simple. In the morning, the boss of Xizhilang, Li Yongjun gave me an advertising demand plan. Yu Yan will make a copy of each of the items, go back and study it. In addition, I will also add some of my own thoughts!"

Liu Yuyan only nodded.

"Does Honghong have any ideas?"

"You can leave the beautification of the slides to me, I'm good at it!" Zhang Hongning said this, giving Wu Liang a feeling of surprise.

Wu Liang patted his forehead, and sighed inwardly, "Oh, I'm all confused by Hong Hong's appearance. To paraphrase a popular saying, you can definitely rely on your face to eat, but you must rely on talent!"

"Then hard work Honghong!"

Zhang Hongning gave Wu Liang a relieved smile.

The first discussion ended like this, leaving a bunch of homework.

If before, including the advertisements on the Double One side, it was considered a small one, then Xizhilang's list this time is definitely a big one, which requires a team to operate.

But without a good plan, let alone the team, let Li Yongjun pass that level first.

An advertisement is not simply an advertisement. Behind him, let's put it this way, why can't the company of Tianchao develop into a company like Ogilvy?

And Ogilvy is so strong, in the end it is just a small company under the WPP Group.

why?

Wu Liang once in-depth research came to a conclusion.

Advertising companies are not just advertising companies.

As an example, everyone at Golden Arches understands that this is a catering company. Is this true?

Does Golden Arch make a profit by selling fast food?

So why does the CEO of Golden Arch always gritted his teeth and told his employees, "Remember, our Golden Arch is not the catering industry, we are the entertainment industry!"

Therefore, there are always children's playgrounds and various toys in the Golden Arch, and the ad slogan "Welcome you, welcome again" is always used.

And to see this, it is only to understand the profitability of Golden Arches. What is the deeper level?

In fact, Golden Arch is a real estate company. Relying on its excellent site selection ability and the brand effect of the main entertainment, it can quickly establish a Golden Arch business district in the local area, continuously driving the continuous appreciation of the real estate in the region, and then increasing the franchisees. Rent.

In layman's terms, Golden Arch is the fast food business selling hamburgers on the surface, the second level is the entertainment business selling joy, and the deeper level is the real estate industry.

Wu Liang did all this in the previous year. He suddenly understood a truth when he was doing it. The advertising industry is his pleasure. However, if he simply wants to develop into one of the best in the sky through good ideas, Advertising companies.

He felt that it was an impossible task.

So he put any shame in Los Angeles to advertise for Ma Xiaoyang and Qin Ling Pharmaceutical and 3M online sales channels.

Even more, he didn't put too much energy on Yangcheng at all, and watched Liu Yuyan help Shuangyigang do summer advertising planning before and after the run.

In his words, advertising companies seem to have only this kind of business and profit model, eating jujube pills.

The most appropriate, the so-called split-level strategy, is like the Golden Arch. It looks like this on the surface, but it is actually like this, but in the final analysis it is like that.

One layer is a split layer.

This is also the question Wu Liangxian has been thinking about since his mind.

When he made up his mind to build a building, he understood that just relying on a good idea is definitely not the best way out for an advertising company. Selling dog meat with a sheep's head is the best development model.

But advertising companies can't leave creativity, especially today's advertising industry is still at a time when relying on creativity to play advertising. Wu Liang believes that he is already at the forefront of the times.

That's why Yan Yisheng joined.

His split-level strategy, the sheep's head is an advertising company, and the operation of playing capital is the real dog meat.

His purpose is obvious.

After the meeting, he finally invited Yan Yisheng and his team to the meeting room.