How to make famous Spring Festival wine and gift wine?

Practical case: How to deal with the ultra-high-end liquor market?

1. Lay a solid foundation and do a good job in network construction:

Network construction is an important guarantee for increasing product market share, increasing product display rate, and thus increasing product sales. It is also One of the important prerequisites for carrying out market promotion activities.

1. Market survey:

1.1 Geographical location, population status, economic status, relevant local government policies, per capita consumption level, consumption habits;

1.2 Humanities Environment: market purchasing power, high-end and super-high-end liquor consumption habits, the number, name, location distribution, contacts, cultural literacy of target consumer groups, etc. of 3A stores and high-end hotels and restaurants;

1.3 Distributors Basic information: company profile, marketing concept, financial strength, personnel structure, network distribution, main liquor brand and sales situation, dealers’ satisfaction with it, dealers’ personal information, etc.;

1.4 Research Market channels include: special channels, supermarkets, restaurants, famous cigarette hotels, and window channels;

1.5 Cost survey: terminal entry fees, promotion fees, etc. in the target market;

1.6 Others: The situation of individualization in the local market (especially the most cost-effective and effective solution).

2. On the basis of obtaining complete market information and data, local markets will clarify network construction indicators based on the data submitted in the "Market Survey Report" and break them down into quarters and months. As the work tasks and assessment indicators of each market personnel.

When starting the network construction work, each market must fill in the time advancement table according to the network construction indicators of the local market, and complete it in stages according to the time in the advancement table.

3. Network construction methods:

3.1 For traditional dealers: borrow their original network resources and promote selectively.

219: Focus on international hypermarkets, with no more than 3 special-grade stores in the early stage of hotel network construction in mega cities (such as Beijing, Shanghai, Guangzhou, and Shenzhen);

218: Focus on catering, Supermarket Category A stores;

216: Mainly engaged in catering, supermarket Category A and B stores, and large wholesale companies.

3.2 For non-traditional dealers: Make use of their superior social resources and network resources (such as making full use of local health, fire protection and other functional department heads to introduce them, etc.) to carry out network construction work.

3.3 For dealers who are between traditional and non-traditional dealers: use a combination of 3.1 and 3.2 methods to carry out network construction.

3.4 Target tasks should be formulated differently according to different product varieties according to the actual situation of the market.

4. Network construction steps:

4.1 The city manager conducts business skills training for marketing directors and account directors, including: how to contact customers, communication skills; how to introduce to customers Wuliangshen series wine, how to maintain customer sentiment, regional map planning, visit route compilation, how to organize regular return visits, etc.;

4.2 Divide the local market into several areas, each area is headed by a person Management of marketing personnel, and random inspection of the network construction status of marketing personnel;

4.3 City managers should formulate network construction goals and plans for network construction personnel in stages, and network construction personnel should follow network construction goals and plans If the project is not completed in the current period, the reasons and next steps should be reported to the city manager in a timely manner. During the network construction work, attention should be paid to terminal display, a return visit system should be formed, and customer files should be established. Marketing personnel are required to register each outlet in the form of a form, and truthfully report customer names, addresses, contact information, contact persons, distribution specifications and quantities, etc., to form an easy-to-manage database;

4.4 Establish marketing Supervise the fixed visiting system, formulate visiting routes every day, implement different visiting frequencies for terminals, and improve the sales enthusiasm of terminal sales staff on the basis of mutual communication.

5. Price strategy: Set different prices for different channels, and require each market to strictly implement the company's price system.

6. The city manager should assist dealers in establishing a special supply channel team, which is mainly responsible for the construction of special supply channels (such as group purchases by the military, enterprises and institutions, etc.).

The goal of network and channel construction is to help dealers quickly cover regional target catering channels, supermarket channels, wholesale channels, retail channels, and special supply channels in the shortest time and with the highest work efficiency.

Note: For dealers and channel operators, we need to do the following:

1) Provide meticulous and thoughtful management and after-sales service;

2) Provide complete Systematic planning solutions and expert services, and systematic marketing training;

3) Provide terminal management solutions and sales assistance;

4) Provide sales models closest to consumers and Promotional methods;

5) Promote personalized services;

6) Phased strong promotional support;

7) Complete customer management model and huge Customer database;

8) Promote intensive distribution and assist dealers to directly control the terminal;

9) Rapid channel feedback and response.

2. Target the target consumer group and cultivate consumer leaders

1. Methods to target the target consumer group:

1.1 Target the target consumer group through the dealer’s social relationship. Target consumer group;

1.2 Target the target consumer group through various public relations activities;

1.3 Cooperate with the account managers of China Mobile and China Unicom VIP Service Department (Key Account Department) to find , lock in the target consumer group (diamond card, gold card, silver card users);

1.4 By cooperating with catering terminals, guests can be invited to the hotel for consumption in the name of the hotel, and the expenses can be borne through negotiation with the hotel. To lock in the target consumer group;

1.5 Marketers must fill in various forms on time and report to the marketing department to establish a database of target consumer groups, and target consumer leaders through analysis of the database.

2. Cultivate consumer leaders

2.1 Invite them to participate in local club activities for free, such as giving fitness cards, golf discount cards, etc.;

2.2 Invitation Participate in various activities organized by the "Five Grain God";

2.3 Give them the gold-plated eye logo of the "Five Grain God";

2.4 On their birthdays or other festive days Send flowers;

2.5 Send blessings to their children when they take the entrance examination; visit their children’s door to congratulate them after they enter school, and send them “Five Food God” series of wines, etc.

3. Do a good job in terminal display and other work to create a unique cultural atmosphere of Wuliangshen

1. Definition of terminal display place:

Product name

Terminal display venue

Wuliangshen 219

Series

International hypermarkets, ultra-luxury restaurants, urban mansions, villa areas,< /p>

Five-star hotel

Wuliangshen 218

Series

Large supermarkets, restaurant flagship stores, urban high-end office buildings,

p>

Elevator entrance of supermarket men's boutique (floor)

Wuliangshen 216

Series

Class A and B supermarkets, A, Category B restaurants, elevator apartments, Wuliangye specialty stores

2. Creativity of terminal display systems.

2.1, 219 takes "Beyond the Powerful" as the theme, and the creativity must be both high and unconventional:

2.1.1 Choose the Forbidden City and the gods (the gate of the Forbidden City, the Temple of Heaven, etc.) Combination;

2.1.2 Choose the perfect combination of Chinese masculine men and Western European charming beauties;

2.1.3 Choose the combination of heaven and earth gods.

2.2, 218 takes "Beyond the Charm" as the theme:

2.2.1 Choose the combination of traditional Chinese statues and ancient Western statues;

2.2.2 Choose The eyes of different nationalities in the world are combined together, and the eye symbol of the Five Grain God can be highlighted in the middle to express a profound and lofty look;

2.2.3 Choose an ancient Chinese statue to combine with the charm of the Five Grain God.

2.3, 216 takes "Beyond Success" as the theme:

2.3.1 Choose the combination of mountains and ladders. Men work hard to climb up, and women use the escalators below. Successful men are inseparable from each other. With an open woman, a man has the idea that "she" can overcome the cold even when she is high.

2.3.2 A man’s naked back body painting with a woman on it. Advertising slogan: Support behind is the most perfect, behind success is a woman

3. Material display at the terminal location.

3.1, 219 mainly embodies showcases, physical displays, X display racks, and murals.

3.2, 218 mainly embodies physical display, light boxes, ion display racks, framed paintings, woodcuts, hotel VIP rooms, LCD displays, and Temple of Heaven gift wine.

3.3. 216 mainly includes physical displays, light boxes, promotional materials, promotional gifts, LCD displays, and store signs.

3.4. Specialty stores and specialty counters.

4. Pay close attention to terminal construction and kick it off.

4.1 Details of terminal construction work:

4.1.1 Strive for the best display point. The first step in terminal construction is terminal display.

4.1.2 Pay close attention to terminal tallying

Relatively speaking, tallying is a weak link in terminal construction. However, due to brand competition’s requirements for terminal vividness, tallying is A basis for measuring whether a liquor brand's performance is active. Therefore, in terminal construction, we should pay close attention to the terminal tallying link and maintain the brand's terminal performance.

Specific tactics:

1. Pay attention to checking the sample production of Wuliangshen at any time, and pay attention to keeping the end products clean and orderly;

2. For products that need to be displayed systematically, some gaps should be left for consumers to take and give people a better feeling of sales, so as to stimulate a "swarm" consumption effect;

3. In large Stores, large shopping malls, hotels, etc. must strive to ensure that the location is updated, vivid, and systematic during the peak season to avoid being outdated and rigid and giving people a refreshing feeling. Increase and stimulate consumption;

4. Make full use of terminal animation activities during holidays to activate brand performance and create a good sales atmosphere;

5. Strengthen tallying personnel or be responsible for tallying Responsible sales staff, account managers, etc. should be trained on tallying knowledge, asking them to realize the importance of tallying, strengthen the relationship between stores and hotels, conduct surveys on competitive products and consumption dynamics, and provide timely feedback on information such as replenishment. Replenish supplies in a timely manner.

6. Formulate quantitative indicators for terminal stores, hotel return visits and tallying for tally personnel or sales personnel responsible for tallying, and conduct assessments with relevant incentive and restriction mechanisms;

4.1 .3 Terminal Promotion

The current terminal competition for liquor is most directly reflected in the ever-escalating corkage fees, promotion fees, entry fees, etc. This almost cruel and bloody price competition directly leads to the deterioration of the competitive environment of liquor terminals. In shopping malls and supermarkets, competition among terminal promotional materials such as overlapping posters, various light boxes, store signs, water signs, desk cards, and unique shelves is also becoming increasingly fierce. However, we found that many promotions have become decorations for publicity and have not really interacted with sales.

The specific tactics to completely change this approach are:

1. Terminal publicity and account managers should form real interactive communication with consumers.

Use terminal promotional materials, promotional items and a series of themed promotional activities targeting hot issues that consumers pay daily attention to to attract consumers' attention, accept their participation, and impress consumers' hearts - and It’s not just a buy one get one free event at the terminal.

2. Do a good job in bringing the terminal to life.

Requirements for terminal vividness

A The number of product display panels must be more than or at least equal to that of major competitors

B Product labels must Right side out.

C Old items first, new items last.

D brands adopt vertical display (that is, the same brand is arranged in a straight line according to the top and bottom of the package).

E packaging adopts horizontal display (that is, the same brand is arranged in horizontal rows according to different specifications, colors or performances).

F products are concentrated next to the number one brand in the market.

GKeep products clean and tidy.

FThe price tag is eye-catching and neat.

HIf there is a promotion, the promoted products must be highlighted.

Product display principles

Principle 1: "Obtain a permanent display position"

When a consumer goes to a store to buy the goods he needs, he usually Go to the familiar place where we got it last time. Therefore, we need to ensure that our products have a fixed display position and display surface, or we can convince the point of sale and provide fixed shelves, or we can display the products in the same place during the visit. Location.

Principle 2: "Display in high-circulation areas"

As mentioned earlier, a large number of consumers buy impulsively, so products should be displayed as much as possible where consumers stop most often. The easiest place to get is to strive for contact opportunities with more consumers. For terminal sales points, the best display locations are as follows:

a. Next to the cashier: real consumption Behavior occurs here, and it is also where customers come into contact most often.

b. The two ends of the aisle: It is the place where buyers pass the most and are easiest to see in the store, especially the end toward the exit.

c. End shelves: The end shelves at both ends of the shelf are also locations with high flow of buyers, especially the end shelves facing the store door.

d. Above the counter: For traditional non-open stores, products should be displayed on the counter where clerks often stand and within reach.

e. Showcase: Displaying products in the display window has a very good publicity and reminder effect. The best display point for a specific terminal point of sale depends on the actual situation of the point of sale. Therefore, sales staff should carefully understand the situation during the visit, experience the purchasing sequence and personnel walking routes at the point of sale, and determine and strive for the best display point. product display location.

From a flat shelf, the order of customer attention is:

100 points 106 points 104 points 101 points 98 points

Customer walking direction → → →

Principle 3: "Concentrate the display to gain the best possible impact"

Putting our various types of products together can not only occupy the space but also achieve the best impact power and the strongest visual impact.

Principle 4: “Display it where it is easiest to see and get it”

Visible: According to people’s scale habits, the position that is high with the eyes is the easiest to see. , too high or too low will increase visual difficulties. Therefore, the product is best displayed 1.3-1.8 meters above the ground, or placed on a counter or shelf.

Accessible: According to daily habits, generally the place within reach is easy to touch when standing, so the height of our product display should also be placed between 1-2 meters above the ground, and you have to bend down. Or picking up your feet is not good for reaching consumers.

Easy to access: Consumers generally compare products. If the product is not easily accessible, the chance of being purchased will be lost. The display must be such that careless handling will not cause confusion in the overall display.

A good display location can be said to be within reach and within reach of bending down.

Principle 5: “Strive for as much shelf space as possible”

Not only must there be enough shelf space, but also sufficient display points and squeeze points for each specification and variety. The display arrangement of competing products shows momentum on the shelves, thereby enhancing visual impact and appeal.

Principle 6: “Make full use of terminal products and advertising materials to create a strong sales atmosphere”

The point-of-sale atmosphere plays a decisive role in impulse buyers. It can also play a very good role in attracting, reminding and stimulating rational consumers. Therefore, light boxes, posters, leaflets, hanging flags, banners and other sales aids must be combined with the display so that consumers can feel the atmosphere and momentum of Wuliangshen as soon as they enter the store.

Principle 7: "Strive for the support and cooperation of store staff"

It is unrealistic to rely solely on our visits to strive for the best display. We should establish friendship with the staff in the store Relationships, and strive for their support and help in our display work, such as: striving for better display locations, timely replenishment, posting, distribution of promotional materials, etc.

Specific requirements for shopping mall display::

A is stacked on the shelves in the aisle with the largest passenger flow

B is displayed where consumers can easily reach it

C Strive to maximize the display area of ??single products

D All specifications are on the shelves

Specific requirements for hotel catering display::

A display At the bar where the lighting shines

BDisplay it where consumers can find it most easily

C Strive to maximize the display area of ??single products

D Display all specifications in display cabinets

3. Strengthen personnel training and improve the quality of terminal interception.

Note: Terminal animation projects can also use images, music and some elegant activities to enhance appeal and display effects.

4.1.4 Word-of-mouth communication of terminal sales personnel

Terminal sales personnel are one of the most important terminal resources. Wuliangshen’s sales personnel include the dealer’s sales team, terminal Shop assistants, service girls, Wuliangshen sales managers, etc.

Specific tactics:

1. Strengthen training and communication, strive to create a corporate culture of all-employee marketing, and promote the continuation and strengthening of word-of-mouth communication;

2. Strengthen the ability to identify and grasp consumer psychology, and increase the brand-named purchase rate;

3. A reasonable incentive mechanism should be developed for business recommenders. For sales staff, service girls, floor managers, etc. who have the right to recommend products and have more business initiative, we should not only try our best to provide them with appropriate training, but also motivate and draw them closer through commissions, networking forums, and other methods to Increase the business mention rate and recommendation rate of your own products.

4.2 Control terminal tactics

4.2.1 Terminal system management. Terminal system management is the basic work of controlling the terminal. It mainly includes the establishment of terminal customer database, handling of terminal customer relations, terminal maintenance and terminal phased evaluation. You must be good at using the business development and business management of the sales team. During the visit As well as embodying the ideas of system management in network maintenance. Of course, if conditions permit, you can use e-commerce and CRM (customer relationship management software) to manage the terminal so that the terminal's logistics, information flow, and cash flow run on a standardized platform.

4.2.2 Terminal distribution display. Terminal display generally consists of the following elements. As long as you do a good job of product, atmosphere, vividness and promotion, terminal control will be more than half completed.

4.2.3 Terminal sales promotion. In the process of controlling the terminal, operating various sales promotion means and methods is also one of the important means to strengthen the terminal distribution competitiveness. Terminal distribution promotion is mainly reflected in the following two aspects:

4.2.3.1 Sales promotion.

4.2.3.2 Promotion of event marketing and public relations marketing in various places. (Details are described in Chapter 7)

It is reflected in the use of special festivals and special events to carry out sponsorship activities, as well as public relations with terminal stores and strive for better competitive opportunities. This promotion method costs a lot of money and requires cooperation from all parties and is implemented after rigorous planning.

4.3 End customer management tactics:

The management of end customers is similar to corporate customer management, but because terminal management in regional markets is more detailed and cumbersome, end customer management It mainly includes the following three aspects:

The end customer management model is roughly as follows:

4.3.1 Establish the status of end customer management.

The core of end customer management is: focusing on maximizing sales, strengthening the classification and management of customers;

The key points of end customer management are: consolidating a stable distribution team and ability Recruiting a team of salespeople who are good at fighting;

4.3.2 The principles that must be adhered to in end customer management are:

4.3.2.1 Do not do simple sales, but actually build a network ;

4.3.2.2 Let network members make big money, make easy money, and make long-term money;

4. Seriously start the cultural messenger system project and do a good job in terminal promotion

1) Launch of the Cultural Envoy Project:

1.1 Plan A:

1.1.1 Develop recruitment standards, recruitment advertisements and samples, with the format being 1/4 page and 1/3 column, tabloid 1/2 page.

1.1.2 Publish recruitment advertisements: Publish recruitment advertisements in well-known local newspapers (similar to Chengdu Commercial News), which will be designed by the company and provided with CDs to launch the Cultural Envoy System Project with a unified image. In order to achieve the purpose of publicity, recruitment advertisements in each single city must be published at least twice.

1.1.3 Screen candidates and strengthen training on etiquette, body shape, language, corporate culture, etc.

1.1.4 The personnel recruited in this category are full-time cultural envoys, and their working hours are: no less than 3 nights of performance from Monday to Friday, 2 nights of performance on Saturday and Sunday, and performances on other holidays .

1.1.5 Working method: Perform in each store in turn.

1.1.6 Salary costs are approximately 5,000 yuan/person.

1.1.7 It is recommended that each full-time cultural ambassador be paired with an account manager who has an elegant image, temperament and strong affinity.

1.1.8 Cultural ambassadors and account managers must carry business cards with them every time they perform.

Option B.

1. It is recommended to go to the nearest art school, etiquette vocational school, film and television vocal music school, film and television vocal music company, television station or performance group to find suitable personnel. The purpose is one In order to save time and labor costs in a short period of time and find suitable human resources, the other is to serve as cultural envoys for local people, which may bring certain consumer resources and cultural resources.

2. Go to art academies, etiquette vocational schools, film and television vocal schools, etc. and first contact teachers or principals who are influential among students. First, build trust with them by giving money or drinks, etc. He recommends candidates.

3. After arriving at an art school, etiquette vocational high school, film and television vocal school, etc., establish trust with the leaders of the school’s influential student union organizations (student union, youth league committee, student association, etc.), and let them Recommend candidates.

4． Go to film and television vocal companies, TV stations or performance groups to find candidates, etc., and also use similar techniques as above.

5. Screen candidates, reserve as many candidates as possible, and strengthen training in etiquette, body shape, language, corporate culture, etc.

6. Personnel recruited in this type are part-time cultural ambassadors , working hours are 4-8 nights per month, flexibly controlled by each city manager.

7. Working method: Perform in each store in turn.

8. The salary cost is about 600-1,200 yuan/person.

9. It is recommended that each part-time cultural ambassador be paired with an account manager who has an elegant image, temperament and strong affinity.

10. Cultural envoys must carry a business card with them every time they perform.

2) Training of cultural ambassadors.

1. Training method: Train the scheduled cultural envoys. The training can be divided into two methods: centralized training (Chengdu) or decentralized training (where the cultural envoys are used)

2 . Training content: The training content mainly includes Wuliangye’s corporate culture, Wuliangshen’s corporate culture, corporate spirit, brand positioning and humanistic connotation, and relevant professional liquor knowledge; physical and etiquette (including professional catering etiquette) training, professional ( Vocal music and musical instruments) training. If centralized training is used, it will be closed for half a month. If decentralized training is used, Wuliangshen training instructors will cooperate with teachers from local art schools. The teaching materials will be unified by the company. allotment.

3) Admission of cultural envoys, hype and public relations activities

1. Before admission: The company’s sales staff will cooperate with local dealers and target flagship stores to communicate at the beginning of the project , determine the method, time and cycle of the cultural envoys' mission, and the relevant details of the cultural envoys' admission, etc.

2. Notice of the mission:

A Hype As the cultural envoy was preparing to enter, the relevant media hype began: the local newspaper with the largest circulation and the most popular readers for three consecutive days Publish a suspense advertisement to inform the Wuliangshen cultural envoys that they will be landing in the locked flagship store, and cooperate with the layout of the venue.

B. If you have established a database of local target groups, you can promote it by sending suspenseful MMS messages.

C. Cooperate with the local mobile SMS content provider (SP) to conduct interactive quiz activities such as quiz SMS and MMS related to cultural ambassadors and inform them.

D. Notification through referral from the relevant person in charge of the hotel, etc.

3. At the beginning of the first cultural envoy communication activity, conduct an auxiliary public relations activity in the city to attract consumers' attention, create attention, and obtain the best publicity effect.

A. Publish photos of cultural ambassadors, life mottos, etc. in newspapers.

B. For any local activities held by our company, cultural ambassadors can appear to enhance the atmosphere and maximize eye-catching.

C. Wuliangshen cultural envoys from the entire city will participate in social welfare activities, such as collective visits to lonely elderly people, special school students, news figures, and condolences to popular heroes and models. Wherever there are hot spots, where are they? There are a large group of beautiful cultural ambassadors in our company. They spend less money and have good results. You can get excellent results with a few hundred, one or two thousand, which is of great help to the brand's visibility and reputation. All activities , reporters must be notified to participate.

Fifth, pay close attention to terminal incentives and strive to increase sales

Method 1: Require every city to have a "Wuliangshen" image store. The image store includes: watches, clothing, cosmetics, etc. from world famous brands. Named: "Five Grain God" Famous Brands Store (Convergence).

Method 2: Implement the “Wuliangshen” sales point card for hotel service staff and lobby managers’ purchases. Different levels of rewards are given at different stages, periods and sales volume, which can be discounted or exchanged for brand-name clothing, cosmetics, etc. at the local Wuliangshen Famous Products Collection.

Method 3: Conduct sales training and training for account managers.

Method 4: Hold an internal sales competition for account managers.

6. Carry out activities targeted at target consumer groups and expand the influence of the Wuliangshen brand

1) Fully influence the people around the target consumer groups

A. Carry out an essay or discussion on "Women are behind the successful men of Wuliangshen" to attract people around the target consumer group, and the prizes will be Wuliangshen wine, etc.

B. Cooperate with local aristocratic schools, and the schools will come forward to invite parents to participate in "parent-child education training", etc.

2) All activities for target consumer groups must be A large group of cultural envoys appeared to give full play to the soft penetration role of the Wuliangshen cultural envoys.

A fully integrates resources such as high-end clubs (real estate salons, car salons), clubs (golf clubs) that already have a certain reputation and popularity in the target market, and jointly plans some activities, *** and Promote the "Five Grain God" brand and spread the transcendent God culture.

B carries out creative MMS promotion to the target group, and the MMS template is provided by the company.

C compiled "Wuliangshen Financial Vision", "Wuliangshen International Vision", "Wuliangshen Current Affairs Vision", etc., and conducted direct mail promotions to target consumer groups;

D. Sponsor various celebrity clubs and various large-scale gatherings that celebrities often attend;

E. Consciously use some sponsorship activities to build good relationships with administrative departments such as public security, procuratorate, law, taxation, and industry and commerce. And through hotel waiters, we can seize target consumers such as official business, business, and friends gatherings, and give full play to their consumption-oriented role

F cooperates with larger local training companies (such as Times Guanghua, Beijing Study Village, Huihui etc.) and consulting companies, newspapers, financial magazines, etc. to sponsor forums and gatherings, etc., jointly plan some activities, jointly promote the "Five Grain God" brand, and spread the transcendent God culture.

1.

7. Pay attention to and do a good job in event marketing and fully capture the "attention of target consumers".

(1) Event marketing and public relations activity planning process

Use news events (hot spots of public opinion) to create news and hot spots of public opinion, and use the topic to leverage the power.

A Pay close attention to local TV, newspapers, magazines and other media and public opinion. What are the hot spots (natural and man-made disasters?), focus, and anecdotes? Another meaningless holiday?

Events within Company B

Who or what in this company are the target customers interested in? Do you have any suggestions, opinions, or feedback on the company’s products?

C Are these events related to the corporate image, the purpose of the product, and the target users of the product? How can we connect them?

Can D use this matter to make a fuss about it and attract a wider range and greater degree of attention from the target group?

E Design event plan

(2) Event marketing out of thin air

A. Planning events

You can arrange some special events events to draw attention to their new products and other company happenings. These events include press conferences, seminars, outings, exhibitions, competitions and anniversary celebrations, as well as sports and cultural sponsorships to reach target customer groups.

B. Planning news

A) Develop or create news that is beneficial to the company and products or company personnel.

B) News writing requires being good at conceiving story concepts, conducting extensive research activities, and writing press releases.

C) Our staff should have news production skills and strive to be hired by the publicity media. What the press needs is interesting and timely plots, beautiful writing and attention-grabbing news reports. They must be as many as possible Get to know news editors and reporters. The more contacts you have with the local press, the greater the likelihood that your company will receive more and better press coverage.

For example, cultural envoys go on missions, a large group of cultural envoys participate in various public welfare activities, etc.

8. Advertising strategies

1). Develop different advertising strategies for different cities. planning plan.

1) There are many media in provincial capital cities and medium-sized coastal cities:

A. It is necessary to combine media with local media reception habits, target consumer preferences, cultural level, etc.

B. According to the brand culture positioning, in principle, large-scale outdoor advertising and high-frequency TV advertising should not be used. Instead, they should be placed more on the display of terminal enterprises and the soft article promotion of newspapers or some parts that can directly face consumers in the local area. author's magazine.

2) General prefecture-level cities:

A. Terminal display is organically combined with TV, newspapers, and magazines, and indirect and direct coordination is implemented. B. The focus is on the terminal, focusing on promotional gifts.

C. Directly cooperate with other industry products or hotels at the terminal enterprise to promote the same.

2) Choose different media promotion forms for different products.

1. 219 can make indirect or embellished high-quality advertisements in professional publications and financial magazines that are popular among high-income government officials and group company CEOs.

2. In addition to terminal display, 218: A. You can choose the boutique columns that our target consumers love to advertise on local TV stations. B. Make soft articles in local political newspapers to promote and promote continuously. C. Make light boxes in apartments and men’s boutiques, etc.

3. In the prefecture-level market, a combination of TV and newspapers can be used for publicity, and the focus should be on hotel promotions.

Under special circumstances, product image promotion can also be carried out in a targeted manner.

3) Timing of TV advertising

In view of the update of the advertising version, the advertising broadcast strategy will be progressively released according to the market introduction and product appeal.

a) The first three months will be the "earth-shaking" chapter, in order to expand the popularity and build the website.

b) After three months, the network construction is basically completed, and the focus should be on the selling points of the products that consumers demand, so we switch to the "Beyond Quality, Infinite Realm" quality advertisement.

IV) Media selection and combination

a) 218 ??products are mainly based on form. In addition to magazines and local political newspapers facing consumers, TV media should choose high-level cultural, Columns that are popular with government officials and successful people who got rich first, and insert 15-second or 30-second advertisements in them. One is enough, and the time can be between 21:00-23:00.

b) 216 products mainly appeal to product selling points, and can be combined with TV, newspapers, and light boxes. Among them, TV can choose to place 15-second advertisements in columns with higher cultural requirements and more responses to social hot issues. "Intermittent" 2-3 trips/night, the time can be between 20:00-22:00.

5) Advertising strategy during off-peak seasons

a) 218 ??products are ultra-high-end products. When it comes to liquor, especially luxury hotels and super-A restaurants, their consumption is not very obvious. The key is to distinguish between off-peak and peak seasons, the market response must be quick, the information must be delivered regularly, and reminder advertisements must be indispensable. Therefore, during the off-season, more magazine advertisements should be placed in flagship restaurants, and some image and public service advertisements should be made in newspapers. During the peak season, a small amount of TV advertising will be used to create a complementary effect.

b) Compared with the target consumer group, 216 products are better than 218