On the last day of the lunar calendar in 1995, the 30th day of the lunar month, Chinese New Year's Eve, Wang Zheng's father and son got up early in the morning, and then the two of them came to the open space outside the gate of Wang's family with a wine jug, incense and fire paper, and a fruit plate and folded spoon. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

"Dad, next year, our ginger wine will start advertising across the country, we have to think about how to advertise the best next step."

The biggest cost of selling health wine is actually the cost of advertising. However, the advertising cost of Wang's ginger wine is not high at all.

Wang Xiangzhong put away the fold with the ancestral tablet written on it, bowed to the west, and then lit a stick of incense, held it up, and said, "Ancestor, come back." He then put the incense on the ground.

"Son, do you have any good ideas? Tell Dad about it. ”

After the incense is finished, you can sprinkle the wine and kowtow to burn the paper.

Wang Zheng glanced at the incense, then looked at his father and said, "Dad, if we want to raise the popularity of our products to a higher height, we have to find celebrity endorsements." ”

Wang Xiangzhong didn't understand what celebrity endorsement was, then frowned and looked at his son and asked, "What is celebrity endorsement?" ”

"It's to find a big star on TV to shoot an advertisement for our ginger wine, and then broadcast it on the TV station, so that the effect of advertising is better than the advertising effect we have now made patients show up."

The advertising strategy adopted by the Wang family is mainly TV advertising, supplemented by leaflets.

Generally, in a prefecture and city, the Wang family will arrange a person to be responsible for propaganda work. The person in charge of propaganda will find some sick people in the local area, give them some ginger wine, let them drink it, and let them feel the effect. After that, through the form of interviews, customers will be asked to tell the effects and benefits of raw ginger wine. The interview was recorded and then sent to different city TV stations for advertising.

In addition to this form of advertising, the publicity person in charge of each city will also print some leaflets from time to time and place them throughout the city.

In 1995, the advertising cost of Qilu Province was only about one million, and in 1996, the advertising cost of Qilu Province would not exceed three million, and by 1997, the advertising cost of Qilu Province was at most five million.

In 1995, the total annual sales of ginger liquor in Qilu Province alone reached 2.88 million cases. In this way, the advertising cost of a box of ginger wine is only one or two yuan, and the advertising cost of a box of six bottles of wine is only a few cents.

And the profit of a bottle of ginger wine has now reached fifteen yuan without a price increase. In other words, there is still a lot of room for advertising investment in Wang's ginger wine. When the price of ginger wine is raised by five yuan next year, the profit of this bottle of ginger wine will be more than 20 yuan, and it is not too much to take out one dollar from this more than 20 yuan to advertise.

Next year, that is, in 1996, the 12 ginger distilleries of the Wang family will be launched on the whole line, and the annual output of ginger liquor will exceed 13.44 million cases. The advertising investment for a case of wine is calculated according to six yuan, so the Wang family's advertising funds in 1996 can reach more than 80 million.

The country has a population of 1.2 billion, and Qilu Province has 80 million, so if the 80 million advertising funds are allocated to Qilu Province, there should be more than 5.3 million.

In other words, next year, that is, in 1996, if the previous advertising strategy is followed, the Wang family's advertising expenses will actually be more than 2 million less than the budget.

Qilu Province spent more than 2 million less, and if it is placed on a national scale, it will be more than 32 million less.

It's not okay to advertise and feel sorry for money, what are you doing with these more than 32 million?

According to Wang Zheng's plan, the more than 32 million yuan can be used to invite big stars to shoot advertising endorsements, and then place advertisements on CCTV.

In 1995, CCTV's ratings were very, very high. The advertising effect on a national scale is the best for CCTV.

Moreover, it can be said unceremoniously that in 1995, there were 32 million, and if you look at the whole country, there are no stars that cannot be invited.

Therefore, Wang Zheng was very confident to propose to his father the idea of advertising nationwide.

Although the Wang family has no money in their hands now, the cash in the Wang family's account is only 20 million. However, after the end of the New Year, starting on the sixth day of the first lunar month, as soon as the Wang family's ginger liquor direct sales stores in various cities opened, then the sales profit of Qilu Province alone alone was more than 20 million yuan.

The sales profit of Qilu Province alone can fully support the advertising investment of the whole country.

Occupying the Qilu provincial market first is actually a stepping stone to occupy the national market.

After listening to Wang Zheng's explanation, Wang Xiangzhong saw that the incense was almost burned, and then lit a roll of fire paper and burned it, and after it was finished, he kowtowed with Wang Zheng.

"Son, where do we meet any celebrities?"

Wang Zheng helped his father clean up the things on the ground, and said with a smile: "Dad, we don't know celebrities, and celebrities don't know us, but celebrities know money!" We have money, but I'm afraid we won't find a celebrity to endorse us? ”

Wang Xiangzhong frowned and nodded: "Do we have to find celebrity endorsements?" ”

Wang Zheng thought to himself, this year, giving a six-figure endorsement fee can make first-line stars happy. The cost is so low, don't invite celebrities to be blind to this opportunity.

"We have to find it, our ginger wine will be sold nationwide next, and the next step will definitely be advertised on CCTV. Advertise on CCTV, is it appropriate for us to do that dialogue interview advertisement? It's not suitable! The advertisement of the dialogue interview will not be effective without half an hour, let's get a half-hour advertisement on CCTV, how much does it cost? Besides, the advertising form of dialogue interviews is definitely not as good as the advertising form of celebrity endorsements. And the celebrity endorsement advertisement is one or two minutes, dozens of seconds is enough, and if it is cast on CCTV, it can also save a lot of advertising costs, why not do this? ”

Wang Xiangzhong listened and listened, although he couldn't understand the meaning of what his son said, but he always felt that what his son said was very reasonable, and then nodded again and again and said: "It seems that we must invite celebrities to endorse?" ”

"Definitely!" Wang Zheng said with great certainty.

After the two men invited their ancestors, they walked home with one holding the fold, the other holding the wine jug, etc.

"If we must invite celebrities to endorse, who shall we invite?"

Wang Zheng thought for a while, and then said: "This is simple, aren't we watching the Spring Festival Gala tonight, on the Spring Festival Gala tonight, let's take a look at the stars above, find one or several suitable ones, and endorse us." ”

Wang Xiangzhong laughed when he heard this: "Hey, I said son, your idea is really good, there are really a lot of big stars at the Spring Festival Gala tonight, and we will have a choice at that time." ”

When the two returned home, they picked up the Spring Festival couplets, made the paste, and began to discuss the matter of asking celebrities to endorse their ginger wine, and went to post the Spring Festival couplets.