In fact, if you look at it from Kubota's point of view, Shoshin is a non-mainstream car company. Pen ~ fun ~ Pavilion www.biquge.info one has no historical background behind him, and the other has not achieved anything that can be done in the industry, so why every car of Zhengxin can be popular, so Kubota also feels puzzled.

In his heart, he looks down on this car company, which has been established for less than a year. However, in the face of the strength of A8, he also had to sort out Zhengxin's marketing methods and product features, and analyze them point by point with his subordinates.

In fact, to be reasonable, Zhengxin A8's marketing methods are the simplest and most traditional compared to the past.

When X-power rolled off the assembly line, Li Fanyu relied on his car skills to complete the Rismfast RF-12, and stepped on this sports car brand that has been awesome for more than half a century. The advertisements that left the RU12 and the airplane on the runway behind were also used by the automotive industry as a brilliant idea.

When the A4 rolled off the assembly line, it was through the continuous use of the product car network to show the research and development progress and test results of the first national B-class car. Before going offline, he showed off well in front of tens of millions of netizens through Weibo and the teasing you online live broadcast platform.

A6 is the road movie directed by Ma Rao, if it weren't for the plot of "Perfect World", which swiped a circle of awards abroad, the whole movie would only be said to be an extended version of A6 advertising.

TT's limited marketing and relying on big data for precise advertising have become a new way of advertising in the automotive industry. Not to mention the mini, Zhengxin relies on a high degree of customization and personalization to lead a group of playful young people who love to go crazy for a good time. Even the movement has reached beyond the atmosphere, and even weather satellites can see it.

When I arrived at A8, in addition to the car that was given to the embassy and the Ministry of Foreign Affairs for free, and successfully occupied the pit of the national protocol car, it is similar to the promotion of TV commercials and online advertisements, which can only be said to be low-key.

Therefore, in Acura, Zhengxin really has no other advantages except for using the political background and raising its product positioning.

There are differences between the JLX flagship 900 and the W12 A8 in terms of configuration, but in terms of appearance, JLX has more advantages.

Acura's design language is quite unique, so even if it is a luxury-level model, the exterior part is quite avant-garde and fancy.

Through these comparisons and analyses, Kubota had an idea in his heart.

After a detailed comparison between Zhengxin A8 and Acura JLX, Acura reformulated its marketing plan. With Zhengxin A8 as the number one competitor, a targeted layout has been carried out.

In the face of the crisis of sales on the street, Acura's efficiency has reached a very terrifying level. Within two days, a new round of large-scale publicity and promotional activities was launched.

In terms of public media, because the previous propaganda has covered multiple channels such as mobile communication software, web pages, and television. The effect of increasing investment is no longer great, so under Kubota's planning, only the Internet water army has increased the hype, and JLX's so-called "king of luxury car sales" title has been vigorously promoted again. And cooperate with some operating accounts of Weibo to carry out advertorial and reprint communication marketing.

The new goal of Acura JLX's promotion in this round is focused on the reality show that is currently in demand.

"This Can Be Have" is a celebrity challenge reality show that is so popular in China that there are no friends at this stage. The core breaking point of this show is to let a group of popular entertainment stars use various means to challenge themselves and complete seemingly impossible tasks.

One of the most common challenges is to have celebrities wander around the city, looking for local specialties and eating like a big stomach.

Acura valued the popularity of the show and the large number of stars in it, and directly spent a lot of money to sponsor it, so that the program team inserted a large number of JLX promotional pictures in the gravedigging recording, and used JLX as the star car in the show.

Counting the previous advertising investment, together with this wave, JLX's publicity expenses have properly exceeded 200 million.

After spending such a high amount of publicity money, for 4S stores in various regions, Acura once again issued a notice, ordering them to carry out vigorous promotions and cooperate with advertising to achieve the purpose of increasing sales.

After a lot of tossing, JLX's sales have also increased slightly.

After a new round of marketing, according to the sales statistics submitted by 4S stores around the country, the actual sales volume finally exceeded the 300 units mark in the second week of JLX's sales golden period.

According to the average net profit of 200,000 yuan per car, the return on cost is nearly 50 million. It will reach a quarter of the cost of publicity.

Of course, with such an embarrassing data difference, it is impossible for Acura to publish it.

At this time, the sales staff of Zhengxin's 4S stores around the country are keeping an eye on the A8 users who have purchased cars, paying return visits to them and communicating their feelings.

It is said that things gather like people in groups, and there are naturally a large number of potential users in the social circle of A8's existing users. So, after contacting the user with a return visit and customer survey. The sales staff of Zhengxin Guangqi sales department naturally expanded the sales.

Under this silent method, the sales of the A8 have risen steadily like a bucket under the eaves after a rain.

But it's ridiculous to say, without knowing the actual situation of Acura, in the face of their great publicity, Zhengxin is nervous.

In Zhengxin's conference room, as the person in charge of the Audi part, Huang Qi is cooperating with the slides to analyze the recent actions of Acura and the executives who are doing it.

"Ladies and gentlemen, the positioning of Acura JLX is the same as our A8, and now our A8 is about to enter the golden period of sales, at this juncture, their vigorous publicity will cause a lot of pressure on our sales. Do you have any views on this situation, and what kind of measures should we come up with to deal with it? ”

Li Kai, as the main person in charge of A8 planning, paused with the pencil in his hand at this time, "Mr. Huang, I read the latest report yesterday. At the moment, the sales trend of the A8 is not bad, and it can be said that it is a good one. Even with such a frenzied advertising bombardment and promotional tactics from Acura, our sales did not make a difference. So I don't think there's anything special going on in that situation. Moreover... In my opinion, Acura is death. ”

Huang Qi's brows furrowed, "How do you say that?"

Li Kai spread his hands, "Propaganda like Acura is destined to last long." The model pays attention to a continuous exposure, but it is definitely not such a barrage-like exposure like JLX, in the two rounds of publicity after the production line, we don't talk about how much cost they have invested, they let them spend if they have money.

Just in terms of the model itself, don't you think such a large exposure rate is a bit too much for a luxury class that pays attention to taste?

And I really can't figure out what impact a luxury model can have on potential users worth tens of millions of dollars to do enough publicity for reality shows?

Look at it, this round of Acura is likely to be made into false propaganda by themselves. ”

Huang Qi thought about it and felt that although what he said was a bit arbitrary, it was not unreasonable.

The ultimate purpose of advertising is to promote the consumption of the target group, and Acura's current approach is quite a bit of a rush with money and nowhere to spend.

"But shouldn't we do something?"

Li Kai shook his head when he saw her ask, "That's not true, but according to my thoughts, we shouldn't be entangled in the misunderstanding of momentum." It's about keeping our own pace, executing the established sales plan on the one hand, and on the other hand, we can go one step further and expand according to our own understanding of the market. ”

"For example?"

"For example, if it were me, I wouldn't top up the reality show!"

"Seriously!"

"Hehe, I heard that it cost more than 60 million yuan to sponsor "This Can Be Have" Acura, if Mr. Li is willing to spend this money, we can prepare a golf star tour. Although the popularity of golf is not high, the impact on potential users of A8 is much stronger than that of reality TV. ”

Huang Qi's eyes lit up, "Tell me carefully!"

"You see, although golf has not been in China for a long time, because of social connections, the popularity of this sport among the wealthy in China is increasing rapidly. We can take advantage of this momentum to invite some foreign golf stars and join forces with the better golf venues in various places to hold a national tour. ”

"So, how, exactly, how do we use this event to promote it?"

"If you want to invite a more famous golf star, the situation of the tournament should be better in the style of a championship Grand Prix. If you think of the best, the Million Dollar Champion Award is pretty much the same. There is no need to invest too much in the golf venue, after all, being able to use their venue for the star game is also a kind of publicity for their venue. In addition to that, we can cooperate with sports channels like CTV5 and give them the broadcast rights, but let them do the promotion of the event. In this way, we don't really invest much.

That's pretty much the way the event goes, and as for the benefits we can get from it, haha......"

Seeing the eyebrows of this product, Huang Qi immediately urged: "Don't sell it!

"Haha, you see, the naming rights of the TV broadcast are ours, and the venues around the tour can also play our Zhengxin advertisements to the greatest extent. Moreover, the organizer and operator of the competition are all us, and we can use this competition to interact with A8 users. Give them more tickets for free, and the amateur competition between the main races. This can not only increase Hu Ke's recognition of the company, but also take this opportunity to let more potential users know about Zhengxin and A8 products!

Further, if we are willing to pull our faces down, we can also distribute some car purchase vouchers through some on-site activities, what kind of car purchase discount lucky prizes and so on. It's a bit of a no-brainer, but if you really want to increase the sales of the A8, you can use it. ”