How to promote the gym

First, the theme of the event: frontier space? Delicious-Jinjiao Wang JONO Store settled in the Central Business District.

Six stores in five years? Gratitude in Taste —— The Anniversary of Wu Wang's Jinjiao

Note: All advertising activities are around the above two themes. But the emphasis varies from media to media.

Two. Activity time: now → official opening → fifth anniversary

III. Purpose of the activity

1, attracting people/creating maximum exposure for new stores, and realizing the message of establishing a mass restaurant for consumers.

Impress the target group of JONO's new store (a group of potential consumers younger than the current customers) and seize a group of future regular customers before the official opening.

2, to further enhance JONO's influence in Changsha, paving the way for Jinjiao Wang Company's national franchise chain and other initiatives. Taking the opening of the new world JONO theme store as an opportunity, the overall concept of "JONO" in six stores was fully launched as a company advertisement.

Fourth, the details of the incident.

(1) activity

1, introduction of Jinjiao Wang Company and six stores.

Liudian Haidongqing Store —— The Source of Fashion

Dong Tang branch-real life

Houjiatang branch-concept business

Wealth store-narcissistic paradise

CBD Store —— The movie "Men and Women Eating"

New world point-new image

2. The concept of Jono's propaganda

(1) The source of Jono's idea: mix and match, casual and unpretentious.

(2) JONO corresponds to the crowd: urban young people who enjoy life, advocate freedom and have a certain economic foundation and cultural literacy.

(The development of Jono culture: more interesting, urbanized, fashionable, westernized, and closer to citizens' life.

The status quo of JONO: From abstract symbols to figurative culture, and then to JOJO and NONO, the two trademark patterns of the King of Jinjiao, which are already substantive, represent the "male" and "female" of eastern and western cultural diets.

3. New World Department Store JONO Store Promotion

(1) The purpose of the establishment of this store: The King of Jinjiao started with a subversion of Chinese and Western traditional cultures and developed with consumers' acceptance of the concept of JONO, with the vision of spreading JONO culture. Therefore, JONO New World Store is not only a simple store expansion, but also a strong spread of JONO's new cultural concept.

(2) Positioning of JONO Store: Jinjiao Wang's "Jono" has been conceptualized, and people who don't know it can easily mistake it for a poor English semi-homophonic. JONO is essentially a commonality that we have summed up on the basis of existing consumer groups: that is, enjoying life, advocating freedom, and having a certain economic foundation and cultural literacy. Therefore, JONO is no longer a simple symbol, not even a culture and lifestyle, but a real crowd in this city and even a wider range. The development of King Jinjiao determines that we can no longer passively accept the minority who conforms to the concept of "JONO", but should actively influence urbanites from the fashion starting point of this city and further expand the "JONO" crowd, that is, our consumer groups. JONO New World Store is just one of the measures taken by King Jinjiao to "influence urbanites". So this is a "cutting-edge" shop in the city center.

(3) JONO's customers: They come from all corners of the city, but they are often concentrated in the city center for a long time.

(2) Cooperation with the media

1, broadcast advertisement

(1) Radio Jono

This is our own exclusive radio resource, without too many restrictions, and it is aimed at our existing customers. The information they have is gratitude for the fifth anniversary, and the information they need is the status and characteristics of the new store. Therefore, Radio JONO mainly promotes the cutting-edge of JONO's new store, supplemented by the gratitude of the fifth anniversary.

Radio copywriting: Two lyrics advertising copywriting written by Mr. Gu (attachment 1) is adopted for rolling broadcast. Impress customers with emotional words.

(2) Voice of Golden Eagle

Golden Eagle is a comprehensive radio station that comprehensively radiates current politics, economy, music and road conditions. If we use its time to do a column program to promote the cutting-edge experience of New World Store or JONO culture, in view of the limitations of the radio station itself, it is easy to lose information to the advertising audience, that is to say, we will forget it after listening to it.

Therefore, the promotion of New World Store adopts the form of repeated suspense advertisements to deepen customers' impression and arouse customers' curiosity, so as to achieve the promotion purpose (it is recommended to start advertising 7 days before opening). But if there is only this kind of repeated advertisement, it will be similar to ordinary advertisements of other businesses. Therefore, it's just an aid, and the program is still necessary, and it is the main one, making JONO characteristics. Our advertisement in Golden Eagle should focus on "Five Years and Six Stores" and make a program of JONO's own to really achieve the publicity effect (the column program is suggested to be set on the opening day).

Radio Copywriting: It is suggested that three interesting versions should be used in general advertising copywriting, namely, the Alien Summit Edition, the Alien Attack on the Earth Edition and the CRBT Make Money JONO Edition (Appendix 2), written by Mr. Gu Xiang. Please make appropriate updates and changes as appropriate, and cooperate with the promotion and rolling broadcast of activities such as discounts and lottery during the National Day.

Based on sound, the program promotes the concept of "six stores in five years". After discussion with Manager He and Teacher Gu, the theme of this activity was initially determined as "Symphony". Five years is a basic background, and the ensemble of six musical instruments shows the congratulations of six stores. The level of golden eagle is not low. I believe that given this concept and JONO's information, we can express the desired effect. The rest of the copy will be completed in close cooperation with the host after referring to the characterization of this program by Golden Eagle Radio.

2. A specific target sends DM.

Sending DM to a specific target is a necessary means to promote new stores. Its main performance is distributing leaflets in the street. In essence, it does not conform to our own positioning level of King Jinjiao. But the opening of the new store is a special case. Relying on the current traffic of the new store itself will certainly not attract too many guests (New World Department Store has not officially opened), and the new store itself is essentially aimed at urbanites gathered in downtown areas. Therefore, DM communication to specific targets in the city center has also become one of the key points that must be considered. However, this kind of DM content must not be reduced to cliches that customers can see at a glance and throw away at will, such as anniversary gratitude and discounts.

Suggested DM copy:

Positive eye-catching text: "JONO enters the golden business circle, and the post-modern family's cutting-edge experience is about to open." Attached is a line of small print "King of Jinjiao-Six Stores in Five Years, Appreciation in Taste". The striking words on the reverse side are the propaganda of JONO's National Day activities, and then the arrangement and combination of some contents attached to ③ are printed on the remaining space.

3. SMS of VIP customers

For us, VIP customers are the main target of the topic of "five years and six stores, gratitude in taste". Therefore, the content of short messages must properly reflect our gratitude and avoid other over-commercialized propaganda.

Suggested SMS copywriting: Jinjiao Wang has gone through five years and brought six stores and a fashion; JONO is five years old and grateful to thousands of guests and one of you. On the occasion of the opening and fifth anniversary of the new world JONO store, we sincerely invite you to the opening ceremony of the new JONO store, and let us offer our most sincere gratitude. (There is time, place, etc. )

4. TV advertisements

Television channels. The publicity point should be in six restaurants of King Jinjiao himself. Its main theme is also "five years and six stores". Although this scheme has a long history, its durability shows its feasibility. Take the women's channel as an example. A friend of mine did a related program before, and the merchants who mentioned this kind of advertisement to me were generally satisfied because of the immediate effect. Moreover, restaurants really need to give the audience a visual impact, and there are many choices, from dishes to decoration to crowds and content.

At present, it has been decided that each of the six restaurants will choose a spot for comprehensive advertising. Promote our six stores, and the advertising period is between one week and one month (from now to the fifth anniversary).

In addition, on the opening day or the fifth anniversary of the new store, we will make use of TV resources to produce programs to promote JONO's news-strong and serious programs, such as "the consumption concept of combining Chinese and western food points out a new way for the western food industry in Changsha", which will further greatly enhance the company's influence in Changsha and even the whole country and pave the way for starting the national franchise chain.

5. Magazine advertisements

The magazine is limited by its own business scope and media conditions. It is extremely unrealistic for us to advertise in official magazines (with serial numbers)-and the magazine industry in Changsha itself is not optimistic. So I turned to DM magazine, a professional advertising publication. The advantage of DM lies in its propaganda, influence on the target population and professionalism in advertising manufacturing, which are stronger than other advertising methods. But the disadvantage is that the input-output (here refers to the advertising effect) is not satisfactory: it can't be immediate, and it takes a long time to be unaffected by the advertising audience. Correspondingly, it needs a lot of capital investment. However, it is necessary to promote JONO as a cultural concept and lifestyle. But it will last longer. At present, the company's resources are popular DM.

The suggested cooperation mode is to continue to use the seven-day cooperation mode. And try to become a big customer (influenced by the current recession of DM industry in mainland China, Changsha's popular offset consumption method can save a lot of costs for the company) and do JONO promotion for a period of time. This publicity will go further than before, from JONO people to JOJO, NONO to "JONO stands for eat drink man woman". The content of the special topic should be more interesting, urbanized and relaxed.

In addition, because the current situation of DM industry in Changsha is oversupply, there are many free resources. In addition to Qitian, TOP Top, Changsha Real Estate and other well-known, many emerging DM such as Sanchuan and Xinfeng will also be willing to do some free advertisements to improve their popularity. At present, some DM magazines in EasyHome.com are willing to issue a P for free, so we will make a fixed template and distribute it to these DM in the near future, and do quantitative publicity in addition to Popular qualitative publicity.

6. Newspaper advertisements

Compared with the advertising cost of professional advertising magazines, newspapers are much cheaper. It is suggested that xiaoxiang morning herald and Sanxiang Metropolis Daily be selected to publish advertisements three days before the official opening. Promote the opening of new stores, the business philosophy, image and JONO culture of Jinjiao King.

Note: In the design of print advertisements (mainly newspapers and periodicals), Mr. He and Mr. Gu have discussed better forms of expression. That is, six empty wine glasses with different styles are used to pour wine into one glass, and cocktails with six color ranges are built into the glass. Represents "six flavors and one fashion"; In addition, taking the five-year track map as the staff, six stores (represented by different foods and drinks) are marked as comments on the opening time coordinates of six stores; There are also the "painting collages" of the previous six stores, which can be left to the relevant designers for discussion and confirmation.

7. Online advertising

Network. The company may not have invested enough in this area before, but it is extremely important and has the momentum to fight against print media. As far as JONO's new concept is concerned, online advertising is essential. In addition to the publicity of the company's own website, it is suggested to advertise with some influential local websites in Changsha. For example, "Three-dimensional Changsha Leisure Network (www.cityuu)" is very distinctive and requires low investment.

In addition, it is also very feasible to cooperate with an internet company like Spring (Zhiming 99), because part of their business "online commerce" coincides with our business philosophy.

The cooperation plan with these companies is drawn up as competition projects such as "JONO Network Essay". It doesn't take much time, and the investment only needs cheap prizes such as vouchers and a small amount of advertising fees. In addition, sponsors such as Tencent and Netease can also be recruited, which is very beneficial for the company to cooperate with these large network companies in the future.

(3) The existing storefront terminals in Jinjiao Wang that can promote the opening of new stores.

Billboard in front of CBD store of Grand Theatre: New JONO, downtown direction (three-dimensional design indicates the direction of May 1 Golden Circle). Fine print: frontier space? Delicious-Jinjiao Wang JONO Store settled in the Central Business District.

(D) New store terminal publicity

The new store's plates are padded with paper, leaflets, outdoor flags, banners, posters, etc.

(five) cooperation personnel, work flow, project cost, etc.