After a while, I finished singing a song, CC and Wei Manwen applauded me together, I came to their side and asked the doubts in my heart: "Why are you here together?" ”

CC replied: "I happened to meet at the mouth of the alley, Mr. Wei helped Robben buy some hangover medicine, I, just from Shanghai to Suzhou, can't wait to congratulate Robben, I watched his concert video afterwards, very rock and roll style, but also played the essence of rock 'n' roll, worthy of being called the new godfather of rock in the industry!" ”

It turned out that CC and Wei Manwen came together and it was really an unexpected chance encounter, I looked at Robben and wanted to know how he responded to CC's congratulations from this special place, and Robben just flicked the cigarette ash in his hand, and then said "Thank you" very flatly. ”

CC's expression was a little gloomy, but she smiled in an instant, clenched her fists and said "come on" to Robben, but how much pain and helplessness was contained in the smiling encouragement, only she knew it, at this time, I really hope that Robben and Wei Manwen could get married as soon as possible, maybe at that time, CC will really let go of Robben in his heart and pursue that happiness that belongs to him

The next afternoon, Fang Yuan and I met at a teahouse opposite Zhuomei, and before we had time to enjoy a cup of tea, I asked him directly: "Have you started planning Zhuomei's activities for Christmas?" ”

Fang Quanquan replied with a distressed face: "The plan of the event is in preparation, but I always feel that there is less strength, it is difficult to form that kind of rush effect, we are all from planning, you should understand that if you want to reach twice the turnover of Polaroid Department Store, it is basically impossible to achieve it without forming a rush effect." ”

I nodded, thought for a while, and said: "In fact, the direction of planning has been made, after all, first-line luxury goods will not have a rush effect, so the focus of this planning should be those quasi-first-line brands and second-tier brands As for first-line luxury goods, I propose to use independent activities to do it, you can set up two task forces to be responsible for the planning of two different levels of brands, which will be much more efficient."

"I think this is feasible, and then, what else do you have to build a good one?"

"After that, the publicity after the event plan comes out, I think this publicity is more important than the event itself, after all, on Christmas Day, the intensity of the promotion of the two shopping malls will not be too different, so what publicity path to accurately convey these promotional information to consumers is the key to widen the gap." After a pause, I continued: "We have a unique advantage in this regard, and I understand that Janeway's advertising agency has already controlled most of the mainstream advertising channels in Suzhou, and as long as we make reasonable use of these advertising channels, we will definitely be able to achieve the sales target set on Christmas Day." ”

Fang Yuan nodded and said, "I also agree with this, but in business, we can't use these advertising channels of Jian Wei in vain, if it is launched on a large scale, we will not have so much advertising budget." ”

"I've also thought about this, we can use Zhuomei's resources to exchange the same amount with Janeway's advertising company, first of all, Zhuomei is in the most prime position in the city center, itself is a good advertising resource, and the flow of people is also large enough, the corridor inside the mall, and even the aisle are advertising resources that can be developed, and this development and use right can be handed over to Janeway's advertising company, and then operated by their company, anyway, their company has so many customers, such as real estate developers, You'll definitely be interested in this kind of inventory, and it will be able to convert into advertising revenue when the time comes, right? ”

"The idea is very good, but Janeway's company still needs secondary development before it can be converted into usable advertising resources, and Janeway is also at a loss."

I smacked my lips and said: "You are too practical, if you are another advertising company, you may not accept this exchange plan, but we and Janeway have not been friends for so many years, and we always have to mix some favors in it, not to mention that if Zhuomei's own advertising resources are developed well enough, it may not be a money-losing deal for Janeway's advertising company, I think Janeway's company acts as a platform for integrating resources here, and then gives these integrated advertising resources to the most suitable customers to use, It will be a multi-profit thing, as the vice president in charge of marketing of Zhuomei, you will not know, especially some real estate developers, they cherish these high-end customer groups of Zhuomei, and they are eager to develop these idle advertising resources of Zhuomei for their use, so if Jianwei's advertising company can do a good job of integrating this platform for integrating resources, it will not only reflect the company's own ability, but also bring a classic advertising planning case to the advertising planning industry. ”

"Yes, but is it more appropriate for you to talk to Janeway about this matter, or is it better for me to find Janeway?"

"Let's go"

If it was in the past, Fang Yuan might have teased me and him about who should go to Jian Wei, but now he obviously didn't have this mood, after lighting a cigarette, he showed a thinking expression again, according to the current trend, the Christmas event must be a huge chess game, and he, the person in charge, needs to do a good job in every detail.

After a while, he said to me: "Let's go a step further, after getting the advertising channel, there is still one less explosive point that can attract attention, that is, to completely overwhelm the explosive point of Polaroid Department Store in terms of momentum, this explosive point can be an independent event, or an organized event, have you considered this?" ”

I nodded: "Since I took the initiative to come to you, I will consider what I should consider, but whether it is enforceable or not, I still have to discuss with you, and of course, I must also get the approval of other senior executives of Zhuomei." ”

Fang Yuan looked expectant and said to me, "You say, I still have some authority on Zhuomei's marketing. ”

I sorted out my thoughts a little and then said to Fang Yuan: "Since you divide the explosion point in marketing into independent events and organized activities, then I will give you a framework plan from these two aspects to talk about organized activities first, I recently paid attention to the new car trends of various car brands, among which Porsche and Mercedes-Benz have a model to hold a new car launch conference during Christmas, I think so, in cooperation with them, Zhuomei provides a venue for them to do a new car launch, according to past practice, on the day of the press conference, These two brands will definitely invite their own brand spokespersons to participate in the new car launch, and their spokespersons are all first-line stars, which will enhance the momentum of Zhuomei's activities in a certain way, in addition, these two high-end car brands also have a high attraction to high-end customers, so doing a new car launch in Zhuomei, a shopping mall that takes the high-end route, is also a mutually beneficial business cooperation and then talking about independence" I took a sip of tea, moistened my throat, and continued: "You may not know yet, Le Yao and her fiancé Cao Jinfei have agreed to participate in a micro-film tailored for the project of Literary Road, so I plan to hold the opening ceremony of the micro-film in Zhuomei, and I believe that with the popularity of the two of them occupying the headlines of the entertainment page for a long time, it will definitely attract enough attention for Zhuomei on the day, which can be used as a flashpoint for an independent event. ”

Fang Yuan exhaled heavily, and said: "If both can be realized, on Christmas Day, Zhuomei Shopping will overwhelm Polaroid Department Store in momentum, it is a matter of nine out of ten, in the history of Suzhou department store industry, there has never been a precedent for three first-line stars to appear in a shopping mall at the same time, especially Le Yao, the king of popularity who faded out of the public eye, but the topic is constant, can attract the public's attention even more, plus the explosion point of Cao Jinfei's incident is indeed enough, such a lineup is for a shopping mall in a second-tier city, It can even be said to be extravagant!! ”

"So with the strong advertising inventory of Janeway Advertising, it is still possible for us to achieve the sales target that we have set in advance on Christmas Day."

"Well, Le Yao is your friend, I'm not too worried about her, but inviting Porsche and Mercedes-Benz to hold a new car launch event to Zhuomei, I'm afraid it's a bit difficult to do, after all, they don't have a history of cooperating with Zhuomei before."

"You don't need to worry too much about this, after all, the merchants are mercenary, with the status of Zhuomei's leading high-end department store in Suzhou, there is no reason for their new car launch to come, after all, Zhuomei has spent a lot of resources to promote this joint event, they are attached to Zhuomei, just advertising will save a lot of money, and most importantly, they have also got the most needed explosion in marketing"

Fang Yuan's face finally had a look of relief, he put out the cigarette in his hand in the ashtray and said to me: "That's okay, I'll do my best to plan a complete set of activity plans with my team, and I'll communicate with you again when the time comes, but what we're talking about now is some of the more peripheral things in marketing, about the core sales strategy, you can also help think about it, it's best to have a sales strategy that the competitor Polaroid Department Store can't achieve, so that it will be foolproof." ”

I nodded and said, "I'll do my best to keep us in touch at all times." ”

"Hmm" Fang Yuan responded, and then said worriedly: "Zhuomei is really in an eventful time now, according to the current situation, it is already a matter of time before the ZH investment company withdraws, which hurts Zhuomei's vitality, and I don't know if Mr. Mi can withstand this huge pressure and let Zhuomei go public?" ”

I felt a pang of anxiety in my heart, took a deep breath of the cigarette in my hand and said, "There is no endless road, let's do what is in front of you first." ”