"There is a difference between the advertising concept of a large shopping mall and a medium-sized supermarket." Wu Tian said, "Asia has always used indiscriminate advertisements to build up its reputation and attract customers all over the city. The benefits are obvious, but the downside is that advertising costs are too high. ”

In the office, Mr. Wang listened and nodded, I have to say that Asia has never saved money on advertising, after all, the first Asia shopping mall became the industry leader by virtue of the first image advertising on CCTV. Not only advertising, Asia likes to engage in some crazy promotions, and even lose money to promote the model, to build popularity, attract customers, for operating costs, the burden is not generally heavy.

"Tianwang's foothold is fundamental, not to win big, but to focus on more." Wu Tian said, "Tianwang will eventually develop into several Tianwang department stores in every city, so that the people of the whole city will know that Tianwang, which is not far from their doorstep, is the most suitable shopping place." That also means that Tianwang's competitors are those small shops and commissaries on the street, and Tianwang does not need to compete with those big shopping malls, and naturally it does not need to be so crazy to promote. ”

"I understand the meaning of Tianshao, but Tianshao, if you want to achieve the effect you said, it needs Tianwang to have many stores, after forming a scale effect, right? We only have one store now, so we can't do any advertising at all, right? Wang Dazhou said.

"Of course not, advertising still needs to be done a little, but how to save money and how to do it, how to achieve good results." Wu Tian said with a smile.

Wang Dazhou frowned and thought about it, but he couldn't hold his mind for a while, after all, Mr. Wang has always been used to being big-hearted. I really can't think of the most cost-effective way to do it. Advertise the best results.

Wu Tian paused for a moment. simply instructed directly: "You have to grasp one point, that is, Tianwang's customer group, and the radiation range ......"

Wang Dazhou frowned and said: "Tianwang's positioning is a little lower than that of large shopping malls, and it is much higher than ordinary small shops, and the radiation range is not the whole city, but the surrounding area...... Does the day mean that you only advertise in the surrounding community? ”

Wu Tian shook his head with a smile and said, "I mean you don't need to advertise, you just need to do a small promotion......

"Huh?" Wang Dazhou was stunned for a moment. I don't know why.

"Do you know what's the best way to get the word out for a regional campaign?" Wu Tian smiled, "It's not TV, it's not a newspaper, it's word of mouth." Although television and newspapers have a wider coverage, it is more effective to rely on word of mouth if you want to pay attention to the effect. ”

Wang Dazhou nodded, this point is beyond doubt, especially with the increasing number of TV newspaper advertisements in recent years, there are even some false advertisements that deceive people. It is impossible to say that the persuasiveness of word-of-mouth is much higher than that of media advertising. But word of mouth is too inefficient. It is far from being comparable to a CCTV advertisement that can spread all over the country overnight.

Therefore, in this era of standard kings, many people ignore the effectiveness of word of mouth. However, for a regional advertisement, it is far better to launch the word of mouth of the people than to spend a lot of money on advertising on TV......

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"I think it's best to use eggs, and everyone can get ten eggs for free, so I believe the effect will definitely be good." Wang Dazhou said with a smile.

The best free propagandists are naturally the old men and old ladies, so the plan proposed by Wu Tian is that during the opening period, every old man over 60 years old can receive an item for free, and the price will not be too high, but a little sweetness is enough to make these old people become free propagandists, and soon the reputation of Tianwang will spread all over the neighborhood.

"Ten eggs, isn't it a little shabby?" Fan Xiaojian laughed.

"It's shabby, ten eggs is a lot." Wu Tian said with a smile, "But it should be noted that there can be no phenomenon that one person can receive it for free several times, well, in this way, set a time period, for example, before ten o'clock in the morning every day, you can receive it for free, and stop this activity at other times." ”

"The supermarket opens at nine o'clock and ends at ten o'clock, an hour is enough for them to line up, hehe......" Wang Dazhou said with a smile, "Even if someone turns around and gets it again, a person can only get it twice." ”

"That's what I want." Wu Tian said with a smile.

"Xiaotian, I don't think this is the best." Lin Qiu'er interjected, "In this case, those old people will only care about getting eggs and queuing, so they won't have time to go to the supermarket, so it's better not to set restrictions, when they get eggs, maybe they will buy some other goods by the way." ”

"Uh, I feel that what Qiu'er said makes a lot of sense!" Wu Tianyi patted his head and said, "Free propagandists can't just advertise that we can get eggs for free here, the key is to let them help promote the cheap things in our supermarket, how can we not let them see the price?" ”

"Well, if that's the case, it's not good to set a time limit." Mr. Wang said, "I'm afraid that I will be repeated many times......"

"It's okay, it's not enough money." Wu Tian said with a big grin, "A few days before the opening, there is no limit to receiving, and after a while, we will see the situation, and if it is really strict, then set a time limit." ”

Mr. Wang nodded when he heard this, only counting the early stage, it really didn't cost much. At the very least, it's much cheaper than advertising in provincial Taiwan.

"There are few days. Should we set up a free bus? Is it convenient for surrounding customers to come to our store for consumption? Mr. Wang said again.

Wu Tian laughed. I remember that in the last life, it has almost become a practice to engage in free public transportation in large shopping malls, and this trick used by Asia is obviously very proud of Mr. Wang, to know that a free bus is not only as simple as attracting customers, but also a mobile advertisement, which is much more cost-effective than spending money on bus body advertising.

"You don't have to do free buses, you just need to contact the bus company. Move the stop sign to the front of our store, and put the station name with the name of our Tianwang. Wu Tian said with a smile.

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Free public transport was a good idea, but it was eventually obsolete by time. First of all, the operation and management of free buses is also a long-term expense, and the risk is also very high. Therefore, this promotion model was completely eliminated after a few years, and Wu Tian naturally had no interest in starting a program that would soon become obsolete.

As for changing the bus stop sign. The effect is very good. First of all, the bus stop is moved next to the supermarket, and people will get off the bus and enter the store. It is quite convenient, and changing the name of the stop sign is a long-term free advertisement, which is not ordinarily high for improving the popularity of the supermarket - it is directly imposing the name of Tianwang on all passengers who take these lines!

"This is easy to do, just go back to the bus company to dredge it, it won't cost a few dollars." Mr. Wang said with a smile.

"It's okay to dredge, but try to keep a low profile." Wu Tian nodded and said, "I don't spend money this year, and I can't do anything without courtesy, but don't make too much of it, be careful of trouble in the future." ”

"Well, there won't be a problem, just send some of our shopping cards or something, it should be enough." Mr. Wang said with a smile.

Wu Tian frowned and said, "Shopping?" Are you ready to issue a shopping card? ”

Speaking of shopping cards, Wu Tian's impression naturally came up with the word "gift". I have to say that because you don't need to use an ID card to apply for a shopping card, a lot of greed. Officials took advantage of this to solicit bribes and pay for shopping cards. The main reason for the "favor" of the official is that "tactful and hidden, and the recipient is down-to-earth". Receiving line. Under the guise of "personal exchanges", bribes send shopping cards without any identity proof, a small number of times, which seem down-to-earth and natural, and conform to "love", and even some good people do not think that accepting shopping cards is corruption!

For shopping malls, the issuance of shopping cards is also a lot of benefits. First of all, not to mention the additional customers and sales brought by shopping cards, in addition, many shopping malls stipulate that shopping card shopping cannot enjoy discounts, which creates more profits for shopping malls? Not to mention the shopping cards issued in advance, which may not be consumed for a long time, this is undoubtedly a special means of financing, so why not do it for the shopping mall.

Under the balance of "supply and demand", this special consumption pattern has a long survival cycle, and even after 20 years, shopping cards have not been banned and are still tenaciously surviving.

"There are few days, and now the bigger shopping malls can issue shopping cards." Mr. Wang said.

"Well, let's send it too." Wu Tian sighed lightly and said, "But pay attention to the above regulations and don't go out of line." ”

As early as the early 90s, it was clearly forbidden to receive and send gift vouchers and shopping cards in violation of regulations, issued a series of normative documents, and successively carried out some governance work, but it has always been repeatedly prohibited. It was not until more than ten years later that it was stipulated that the name of the shopping card should be registered if it exceeded 10,000, and the name of the card could not exceed 1,000 yuan, etc., which put an end to the huge bribery of the means of passing guò. Bribes.

However, in Wu Tian's view, this cannot punish the fundamentals, and this kind of shopping card should be banned directly. It's just that it can't be achieved in the general environment. I can't say that Wu Tian also chose to be with the light......

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"Oops. Mr. Wang, I found you......"

As he was talking, a Humpty Dumpty man outside smiled exaggeratedly as he entered the door.

"Mr. Zhao, hello, hello." Wang Dazhou hurriedly stood up and greeted him with a smile.

"Oh. There are guests. Humpty Dumpty saw everyone in the room and said with a smile, "Mr. Wang, you know that I like to make friends, can you introduce me?" Contemptible Zhao Dacheng is the manager of Dacheng Chicken Farm, hehe......"

Humpty Dumpty didn't wait for Wang Dazhou to agree, so he introduced himself first.

Wang Dazhou smiled at Wu Tian a little embarrassed, he had naturally been warned that Tianshao liked to be low-key, and he didn't want people who didn't want to know him. I can't say that Wang Dazhou only introduced Fan Xiaojian's title. As for Lin Qiu'er and Wu Tian, they only vaguely said that these two were Mr. Fan's assistants.

Humpty Dumpty Zhao Dacheng listened to Fan Xiaojian's name. I couldn't take care of Wu Tian anymore, and even Lin Qiu'er, who was as beautiful as a flower, only glanced at it, and looked at Fan Xiaojian with enthusiasm, grabbing Mr. Fan's hand and shaking it non-stop.

"I have admired the name for a long time, Mr. Fan, you are the god of wealth......" Zhao Dacheng's posture seemed to have really descended Fan Xiaojian as the god of wealth.

Fan Xiaojian couldn't laugh or cry, and responded perfunctorily, and finally broke free from Mr. Zhao's handshake and sat down again.

Wang Dazhou's face was a little unbearable, this Zhao Dacheng didn't look at what kind of character Mr. Fan was, do you want to be able to tie the knot? But after all, it can't match Mr. Zhao's self-familiarity, and he has already sat down, so he has to find a way to send him away quickly.

"Mr. Zhao, what are you looking for me?" Wang Dazhou said.

"Mr. Wang, what else can I do when I come to you? Isn't it for the sake of supplying you? Hehe......" Zhao Dacheng said with a smile.

"Manager Li is responsible for the procurement, you can just find him directly." Wang Dazhou said.

For the management of Tianwang, it is natural to use centralized procurement and unified distribution of goods. However, in view of the future expansion of the scale, the localization plan of the foreign store pù, some fresh products and local specialty products, still need to be assigned to the regional purchasing supervisor. In general, the procurement system implements vertical management and horizontal coordination.

However, at present, there is only this model store, and all the procurement is directly handled by the general manager of the purchasing department, and Wang Dazhou does not need to be directly involved.

"Manager Li has been dragging his feet and not making a decision, I don't have a bottom in my heart, so I want to intercede with you, hehe." Mr. Zhao said.

"Mr. Zhao, it's useless for me to intercede, you should talk to Manager Li directly about this." Wang Dazhou said.

"Alas, okay, when Manager Li comes back, I'll go to him again......" Mr. Zhao didn't see the meaning of Wang Dazhou's send-off at all, but he didn't move his buttocks when he spoke, and continued to sit and not leave, but his face was a little hesitant and tangled, as if he had something to say but it was difficult to speak......

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Wang Dazhou was about to send off the guests directly, but Wu Tian smiled and said, "Mr. Zhao, how big is your chicken farm?" ”

As soon as Mr. Zhao was obedient, he immediately said in high spirits: "It's not me who blows, if you want to say that the chicken farm, the whole mall is our largest, and the quality of eggs is also our best, and the market has always been in short supply." It is also Mr. Wang who said that the scale of our Tianwang's future development will be very large, at least four or five stores will be opened in the mall, I am enthusiastic to cooperate with Tianwang, there is a stable dìng customer, it is more convenient than sending it to the wholesale market every day, hehe......"

Wu Tian said with a smile: "Tianwang has a lot of demand, just now we are also discussing, when the opening of a promotional event, eggs are sent for free, if you really want to cooperate, I am afraid that you will not be able to supply it." ”

"Don't worry!" Zhao Dacheng patted his thigh and said, "It's a big deal, I don't want other customers, and I will supply Tianwang specifically, and I guarantee that it will not be unsupplied!" ”

"Hehe, what courage!" Wu Tian smiled and stretched out his thumb and said, "In this case, the price is ......."

"This one is more assured!" Zhao Dacheng said, "I don't dare to say anything else, as long as I can cooperate for a long time, I guarantee that my price is the lowest in the whole mall!" ”

Wu Tian smiled and said, "If that's the case, I don't know why Manager Li didn't make a decision?" ”

Zhao Dacheng was stunned for a moment, squirming his lips, but he glanced at Wang Dazhou, and he didn't know how to answer.

Wang Dazhou also frowned and said: "Mr. Zhao, if you have any problems, you can just say it directly, to be honest, Mr. Fan is the largest shareholder of Tianwang." ”

"Oh......" Zhao Dacheng smacked his lips and finally said as if he had made up his mind, "Mr. Wang, in fact, I came here just now to tell you that this Manager Li is not very ...... Really, he seems to have taken the benefits of other families, so this ...... It's not me who sues the black, we're old friends, I know who you are, that's why ......"

Wang Dazhou's brows tightened, and he hurriedly turned his head to look at Wu Tian, complaining in his heart that this old Zhao is really a big-mouthed cannon, let you say it, you really say it? Even if there is such a thing, you can go back and talk to me alone, and stab it directly in front of Tianshao at once, so what's the matter?

Wang Dazhou looked at Wu Tian and Mr. Fan, but saw Mr. Fan frowning, but Tianshao looked smiling, and didn't seem to care.

"Mr. Zhao, I know about this matter, thank you for the reminder, I will check it out when I go back." Wang Dazhou said solemnly.

"Mr. Wang, can you not tell Manager Li that I sued at that time?" Mr. Zhao said.

"Don't worry, I won't sue him." Wang Dazhou stood up and said with a posture of sending off guests.

"Oh, that's good......" Mr. Zhao also stood up, but said again: "Mr. Wang, is the egg matter considered fixed?" How much you need, you give me the number first, I'm ready to ......"

Wang Dazhou said impatiently: "Mr. Zhao, let's talk about the egg later, the specific number can't be determined now, I'll call you later......"

Mr. Zhao couldn't help but be a little disappointed, but he couldn't grind anymore, and was reluctantly sent out by Wang Dazhou.

"Tianshao, this is my responsibility, I didn't choose a good person, I will investigate this matter carefully." Wang Dazhou turned around and hurriedly said to Wu Tian.

"Hehe, don't rush to take responsibility, this kind of thing is expected." Wu Tian said with a smile, "It's true that you selected the personnel, but the key is not the problem of people, but the problem of the system." In the future, with the expansion of Tianwang's development scale, it is impossible to expect employees to be conscious, and the key is to have a good management mechanism to fundamentally eliminate this kind of problem......" (to be continued......