In the mid-nineties, ordinary citizens did not have any immunity to advertising, and there was even a saying that "how big the advertising is, how big the market is", but the control of profit margins and market operating costs became the most difficult problem for enterprises at that time, and the sales of many enterprises can reach billions of dollars, but the profits are swallowed up by disorderly market operations.

Zhang Ke didn't think about this problem for no reason, he asked Fu Jun to drive him to Shengxin Company, felt a little thirsty, bought a bottle of Sunrise Iced Tea at the convenience store downstairs, and remembered this company that became famous two years later, achieved 3 billion sales in just two or three years, and the shops in the township grocery stores were full of their advertisements. It is this enterprise, at its most prosperous, a total of 48 sales companies were set up throughout the country, and more than 8,600 sales personnel were sent by the head office, fattening a large number of people who were full of private pockets.

Zhang Ke unscrewed the bottle cap and took a sip, then took the beverage bottle into Shengxin Company, and went directly into the office specially prepared by Shengxin Company for the Aida marketing team, put the beverage bottle on the table, and took the report handed over by Ye Xiaotong, which was the sales data submitted by dealers in various regions yesterday.

Ye Jianbin learned from Zhang Ke's practice in Kumho, preparing coffee and other drinks for employees, Ye Xiaotong looked at the plastic bottle Zhang Ke placed on the table, in the ninety-five years, the rising sun was not widely known, and asked him: "How did you think of drinking this?" ”

"What's wrong?" Zhang Ke picked up the Rising Sun Iced Tea, pursed his lips, and said, "The combination of traditional green tea and carbonated drinks, a new variety other than traditional bottled drinks, this iced tea may become popular......

"Drink it because of this?" Zhou You took the iced tea from Zhang Ke's hand, looked at the label carefully, opened the bottle cap and took a sip, "Well, it feels good." ”

Kumho has contracted five more paper mills in just four or five months, and it is in a bottleneck period in terms of capital, technical scale, and existing management model, and it is necessary to digest it well before it can continue to expand in the next step. The production of cultural paper, the provincial market will digest most of the half, after Zhou You established a dealer network for Kumho, there is not much pressure in the market sales. Zhang Ke had proposed to borrow Zhou You before, and the market operation of Aida had already started, and after Xie Wanqing returned to Haizhou, she immediately sent Zhou You to the provincial capital to assist Zhang Ke, but the burden on her shoulders was much heavier.

"Today is not here to talk about iced tea and hot tea. Since you promised to go to Shanghai in late July to do the market, why did you stay in the provincial capital after a week, and should other cities in the province do it? Ye Xiaotong asked Zhang Ke.

Sheng Xin's team responsible for the marketing of Aida DVD players is in charge of Ye Xiaotong, who took the initiative to ask Ying this time and no longer serves as Ye Jianbin's assistant; Ye Jianbin consciously found himself a male secretary with five big and three thick.

Ye Xiaotong held his breath and wanted to see from Zhang Ke what is the difference between business geniuses and ordinary people, the original plan was to quickly cover the market in the province after the press conference, who would have thought that Zhang Ke would stay in the provincial capital for a week, in addition to maintaining the advertising efforts of the provincial city every day, there is also to let Ye Xiaotong summarize the sales data reported by dealers around the country.

"Do, of course you have to do," Zhang Ke sat down to read yesterday's sales data, "but before that, you have to know how to do it, it's not a simple plan to copy the provincial market, if that's the case, why should I follow you to suffer this?" ”

"It's only been seven days since the press conference, what can be seen in the sales data in such a short period of time?"

"The types of advertisements we are currently investing in are still very limited, and there are limitations in time and region, so we can more accurately judge the effect and radiation range of various advertisements."

When it comes to sales data, Ye Xiaotong can't help but be proud: "Aida's machine, in just seven days, sold 300 units in the provincial capital, and even surpassed Samsung, becoming the first brand of DVD players......

"The regional limitations are very strong, and the advertising cost invested by Aida in East China will be three times that of Samsung, and there is nothing to be proud of...... "Zhang Ke is not afraid of Samsung, Samsung DVD player is based on the first generation of decoding chip products, the quality is very unstable, the repair rate is very high, although it is an international manufacturer, but the quality of the DVD player casts a shadow, so that Samsung will soon withdraw from the competition in the DVD player market.

"There is no way, the popularity of the Samsung brand in China is not comparable to Ida, and they save a lot of effort in brand promotion......

"Advertising to help profits, is not as amazing as everyone thinks, we plan to invest four million in the city in a year, with the current profit margins, which means that we have to sell 5,000 machines here to make up for the deficit in advertising costs, in addition, but also to spread the advertising costs on the national media, considering the profit margins will be compressed in a year, the problem of advertising investment will be more complicated. If you can't accurately calculate the intensity of advertising investment and the market effect that should be generated, no matter how good the advertisement, once it is too much, it will be a disastrous consequence for the enterprise itself. So we have to be stingy with every penny of advertising, but we also have to spend every penny as much as possible on advertising, which is a real headache. Zhang Ke said with a wry smile.

When Shengxin launched Ericsson 398, the marketing plan was formulated by Zhang Ke, and Shengxin's marketing department was just a pure executor, and Ericsson 398 achieved great market success, so that Ye Xiaotong, Shao Xinwen and others thoroughly agreed that Zhang Ke had a genius-like dazzling talent in market operation.

Sure enough, Zhang Ke's accurate judgment of the market is not intuitive, Ye Xiaotong is afraid that Zhang Ke is the kind of person who is born with a keen understanding of the market but lacks a rational understanding, in that case, what else can she learn from Zhang Ke?

"The data models established abroad seem to be very suitable for domestic market analysis, how do you analyze them?"

The domestic commodity market in the 90s was called the era of big sales, and many of the analytical methods established based on the characteristics of the domestic commodity market were established at the end of the era of big sales.

Zhang Ke smiled and said: "Only considering a single advertising factor and drawing a grid of sales data in various places, you can see the radiation effect of advertising investment in regional central cities to the surrounding areas." Although we have not advertised Huishan, the sales volume of Huishan is significantly higher than that of other similar cities in the province, because of the closer information exchange between Huishan and the provincial capital, all kinds of information in the provincial capital are relatively easy to spread to Huishan. The constraints of advertising forms on the effect, we currently put in the provincial capital advertising forms including CCTV, Donghai TV, Donghai Evening News, Today's Morning News, press conferences, light box advertisements and some outdoor publicity activities, this form of advertising should be carefully investigated; Another important point is that Huishan's dealers know that our next marketing promotion is in Huishan, so they are also actively preparing, as long as they can put the AIDA DVD player on the home appliance counter of the main shopping mall, the final result is not comparable to those dealers who do not pay attention to the construction of terminal channels. ”

Although Ye Xiaotong thought that he was an elite in marketing, he had to admit that Zhang Ke surpassed them too much, squeezed his brows, and said distressedly: "To consider so many factors, I would rather trust intuition." ”

The market operation is so bold, it is difficult to believe that he has an accurate grasp of the market operation, and the fact is that he knows everything by heart, such a level of genius, Ye Xiaotong can only look at it and sigh.

Zhang Ke smiled slightly, why did he insist on letting Zhou You come over to help him? Because he won't always have time to refine the operation of the market channel, he must have someone who can really help him in this regard. Zhou You is much more reliable than Liu Minghui, so Zhang Ke asked Zhou You to stay directly by his side to assist him, and asked Liu Minghui to go outside East China to build a dealer network. Liu Minghui seems to be alone, but the achievements he can make will be very limited, and in the end, Zhang Ke or Zhou You will have to dig deep into these markets once or several times in order to really make the market work.

Zhang Ke leaned back, pressed the back of the chair to the ground, he tilted his head and asked Xu Wei, Jiang Dai'er, and Ling, the three girls who were sitting at the conference table: "Are you going to Huishan?" We'll go to Huishan tomorrow."

Zhang Ke went to Shengxin Company every day, and routinely discussed with Ye Xiaotong and Zhou Youyi for a while, and then communicated with the rest of the team, so that as Ye Xiaotong's assistant, he directly joined the team.

Jiang Daier had to cooperate with the marketing campaign, and she and Xu Wei also joined the team temporarily.

Zhang Ke stayed in the provincial capital for a week, and for him, he tried his best to consider how to control the intensity and rhythm of market promotion, but Jiang Dai'er, Xu Wei, and Ling were relatively relaxed.

##################################################################

Huishan's advertising intensity is much weaker than the provincial capital, before Zhang Ke they arrived in Huishan, Huishan dealers convened stores and media to hold a product launch warm-up conference, invited 15 media interviews, published press releases, before Zhang Ke, Ye Xiaotong, Zhou You arrived in Huishan, published two rounds of a total of 35 press releases, covering almost all the print media in Huishan City, and published 1/4 version of the advertorial advertising in these print media a total of 60 times.

Coupled with CCTV's five-second advertisement, the advertising coverage is not bad, but in order to connect TV media and print media advertising with the sales terminal with the goal of brand notification, it is necessary to have a more direct advertising form to touch the hearts of ordinary citizens.

On July 13, Zhang Ke, Ye Xiaotong, Zhou You and others arrived in Huishan to participate in the official product launch conference held in the evening.

After a short period of cooperation, Zhang Ke also officially chose Feihong Advertising Company as the advertising agency of AIDA.

The preparation of the press conference in the provincial capital is based on Shengxin's team, but the promotion activities in other cities will be based on the team of Feihong company, and the team led by Zhang Ke, Ye Xiaotong and Zhou You is only responsible for the overall decision-making work, and the Feihong company and local dealers will implement the marketing plan, after all, a large number of advertising production and release workload is huge, and the professional requirements are also quite high.

The car drove directly to the vinegar square in the center of Huishan, stopped in the square in front of the Miaoxuan Temple, recalled that at the beginning of the year and Xu Si passed by here at night, Zhang Ke had a shallow smile on the corner of his mouth, watching Jiang Daier and Xu Wei gushing out of the business car behind, as soon as they came out, they looked up at the tallest and most eye-catching billboard in front of the square in front of the view, or Andy Lau's handsome image holding an Ericsson 398 mobile phone.

Ling walked over and knocked on the car window, pointed to the street sign advertisement and asked Zhang Ke: "Do you think that Dai'er's huge color photo will replace Liu Tianwang?" ”

"If it's too monotonous, it won't reflect the level," Zhang Ke smiled, pressed the window probe and asked Jiang Dai'er in the back: "Is there any pressure to go back to Huishan?" ”

Jiang Daier covered her chest and said, "It's okay, I'm still worried about this ...... in the car" Glancing at the street sign advertisement, she was worried about Zhang Ke's too gorgeous style, so she was afraid that he would change her large image photo on the street sign advertisement in the square in front of the view. She hasn't told her family about being the image spokesperson for Ida, CCTV's five-second advertisement, even if her mother sees it, maybe she thinks it's a girl with a similar appearance, if she makes too much movement at the door of her home, so that the family will find out, I don't know how the reaction will be? Of course, when she saw that the most valuable outdoor advertisement in Huishan City was not replaced with her own image photo, she inevitably felt a little disappointed.

"Ahh Xu Wei glanced back, screamed, and couldn't help covering his mouth, as if he had seen something terrifying.

Jiang Dai'er and Ling looked back at the same time, and they were all stunned there.

Zhang Ke got out of the car, holding the door to the back, a double-decker bus slowly drove through the square in front of the view from the direction of the Yanfang Bridge, and the advertisement with Jiang Daier leaning over and staring at the DVD player was covered with the body of the double-decker bus, the colors were bright and dazzling, Jiang Daier on the picture was lifelike, wearing an orange sundress, delicate and bright, but it gave people a cool and refreshing feeling in the hot summer, on the screen, Jiang Daier leaned over and stared at the textured body of the DVD player, and her delicate red lips gave people the feeling that she was gently blowing towards the DVD player with a wonderful arc. Probably everyone will have the luxury of changing positions with the DVD player.

The four-meter-high picture is clearly visible even when it is sixty meters away.

"How does it feel?" Looking at Jiang Dai'er's surprised expression, Zhang Ke whistled lightly, "Catching up with Huishan to launch a new double-decker bus on the Vinegar Fang Bridge and Miaoxuanguan line, I bought the right to publish the body advertisements of the ten double-decker buses, and the production of body advertisements is a little more troublesome, so I delayed the official product launch conference until today......

Although as early as the Republic of China in Shanghai, you can see the time-honored body advertisements from the trams running everywhere, which is also common in movies, but in the mid-nineties in China, the most important form of outdoor advertising is not very important, and the body advertisements covering the whole car are almost not seen in China in the ninety-five years.

The great development of body advertising is still the popularity of body advertising in the entire network industry in 99 years, and Zhang Ke has always had a deep impression of the eye-catching fox footprints and tail of Sohu on the bus.

As the only movable outdoor media, body advertising can take the initiative to appear in the field of vision of ordinary citizens, becoming the most effective form of advertising outside the TV media, because the ninety-five years of body advertising has just started, is still very unimportant, the cost of body advertising is unexpectedly low, the cost of body advertising is even lower than advertising on the radio station.

Zhang Ke had already decided to use body advertising as the main means of marketing in addition to CCTV advertising, but when the press conference was held in the provincial capital, he couldn't catch up with it.

Everyone got off the bus and waited for the second double-decker bus to pass, which is also the first time that the public transport system of Huishan City introduced this double-decker air-conditioned bus, the first time to purchase ten, tall and elongated body, coupled with dazzling advertising exquisite patterns, immediately attracted the attention of tourists and citizens on the square.

Many people passing by are still discussing: "The current business is really amazing, and the advertisements are all on the bus." ”

Jing Feihong, the general manager of Feihong Advertising, and Huishan dealers soon drove over to meet, and they also saw the eye-catching grand occasion of double-decker buses along the road, Jing Feihong got off the bus and walked to Zhang Ke's side, saying: "As soon as this advertisement is made, the bus company will regret it, and the price is lower." ”

Ten double-decker buses for advertising, the cost of a year is only 200,000, but the production cost is higher, even so, through the most prosperous bus line in Huishan City to put in the body advertising, a year of advertising cost is only 300,000, and in the provincial city of Baiyi store opposite the large street sign advertising, a year of cost will be millions.

Zhang Ke said: "It's okay, the current body advertising is at this price, maybe the new double-decker bus is more eye-catching, so it is more conspicuous, but whether it can achieve the expected results, it will take a while to know, you have to do a good job in market feedback surveys, and the production in Shanghai should also be more fast." ”

Jing Feihong said with a smile: "If we can win the right to publish advertisements on the bus body in the provincial capital, will it help Feihong Company?" ”

Zhang Ke smiled and said: "There are nearly 3 million people in the central urban area of the provincial capital, more than 4,000 buses, with 20,000 yuan per bus body advertising fee, the whole city has nearly 100 million market potential to be tapped, or quite promising, it depends on the relationship between Feihong company and the public transport system." ”

Without a strong relationship, it is impossible to get the body advertising agency rights of the entire city, Jing Feihong smiled sneeringly and said: "Ke Shao can help naturally there is hope......

Zhang Ke shook his head, he didn't want to stretch his hand too far, and the behavior of wanting to take advantage of the benefits would be very annoying, and said with a smile: "You go and ask Brother Ye if he is interested, I don't have the energy......"

Jing Feihong and Huishan's dealers came to meet, and let them lead the way in front of the Huishan Hotel, the site of the product launch.

At this press conference, no other dealers were invited, mainly the local media in Huishan, the managers of the household appliances department of the major shopping malls in Huishan, and the private business owners engaged in the wholesale business of household appliances.

Of course, Zhang Ke only needs such a scale and level, otherwise his pockets will be tight.

But at the product launch conference, I unexpectedly saw two people who came unexpectedly: Ye Hong and Xie Jiannan.

Zhang Ke was a little surprised, bowed his head and said to Zhou You: "Didn't you remember to invite these two young people from Huishan City?" ”

Zhou You didn't know about Ye Hong's entanglement with Jiang Dai'er, so he pointed at Ye Hong and asked Zhang Ke: "Who is that, staring at Jiang Dai'er, as if he wants to eat her." ”

"He dared to have this idea," Zhang Ke smiled contemptuously, "The young owner of the Jiangtian Group, the Mercedes-Benz that I smashed beyond recognition, may have been borrowed from Xie Jiannan after returning to China." ”

Zhang Ke thought that they probably came according to the map after seeing the body advertisement on the double-decker bus, but he didn't expect Ye Hong to stand at the entrance of the venue with excitement and stare at Jiang Dai'er for a long time, before pointing at Jiang Dai'er, his lips trembling and saying: "I didn't expect you to show up to shoot commercials, you look at those advertising stars on TV, which one doesn't rely on showing meat to eat?" Maybe you still want to be a little star, don't you think those female stars who kiss and hug men on TV are disgusting, will you be like this in the future, how can you be worthy of me like this, how can you be worthy of our Ye family? ”

(To be continued)