Mr. Sun of the advertising company helped us make an appointment with the director of the marketing department of Jinhui Real Estate, and the director over there asked us to go to their company to talk, but Mr. Sun did not make it clear when he made the appointment, otherwise people would not necessarily give us the opportunity to talk.

On the way to Jinhui Real Estate, Chen Qingyi asked me with some worry: "Zhang Yixi, are you sure?" ”

I shook my head, if I was very straightforward to find someone to give up the advertising space, it would definitely be a mess, but now I really don't have any good communication ideas.

"I'll trouble Director Li again." Chen Qingyi said and took out her mobile phone.

I pressed her hand, shook my head, and said, "Don't fight, the real estate company's connections are very hard, if people insist on not letting it, you will make Director Li very embarrassed, and for the sake of advertising space, it is not appropriate to trouble Bureau Li three times and twice." ”

"I didn't think that much!"

I patted Chen Qingyi's hand lightly and said, "Okay, you don't care about this matter, sometimes connections are very important, but some things also need to rely on wisdom." ”

"Do you already have a good idea in mind?" Chen Qingyi asked me with an expectant look on her face.

"Let's go find out about the situation first, not for the time being." I pressed the throttle again as I spoke, and the speed of the car increased rapidly, trying to save as much time as possible.

Soon we arrived at the office of Jinhui Real Estate, their office is located in the real estate that has been built, I did not rush in, but first looked at their advertising around the real estate, undoubtedly this real estate is a relatively high-end real estate in the local area, the strength of the developer is also very strong, but the power of planning is weak, the whole marketing is cliché, which can be reflected in their advertising planning, the whole advertising has no rules to follow, resulting in a lot of is not effective communication, I don't know which advertising agency they are going to run the integrated marketing, but I speculate that the level of the advertising agency behind the scenes will not be too high, and I already have some ideas in my mind at this time.

........

Chen Qingyi and I were waiting for the director of the marketing department of Jinhui Real Estate in the living room on the first floor, and after a while, the marketing manager walked out from the second floor, and Chen Qingyi and I got up to greet us.

I stretched out my hand to him and said, "Manager Zhou, hello, let me introduce myself, I am Zhang Yixi, the marketing director of Buick Nantong Store." ”

"Hello." He reached out to hold my hand, nodded to me, and looked at Chen Qingyi with some surprise and asked, "If I'm not mistaken, this young lady is the anchor of Chen Qingyi of Nantong TV, right?" ”

Chen Qingyi smiled and stretched out her hand to him, "You read that right, Director Zhang and I are friends, and I came with him this time." ”

"Oh!" Manager Zhou made a clear expression, stretched out his hand again, and said, "Please sit down." ”

Chen Qingyi and I nodded and sat back on the sofa, I probably judged that this Manager Zhou's personality should be relatively gentle and easy to communicate.

"Director Zhang, what is the matter with me this time, I can't imagine what kind of intersection can occur between us." Manager Zhou said to me with a puzzled expression.

I thought about it for a while, but I didn't immediately say what I meant, because it might cause disgust to the other party, so I asked, "I heard from Mr. Sun of the advertising agency that your company will hold a grand opening ceremony next month." ”

"Well, it's on the 16th of next month."

I nodded, as if casually asked: "One thing I am quite puzzled about, although your real estate company likes to do intensive advertising when the real estate opens, but this time it is a bit abnormal, almost the entire city center is your advertising, IMHO........ Many of these advertisements are repetitive, which is a waste of company resources. ”

Manager Zhou nodded and said, "I'm here to solve the doubts, first of all, our company has the financial strength to do such intensive advertising, and I admit that there are a lot of duplicate and ineffective communication ......."

I nodded and waited for him to continue.

"Originally, we were going to run ads normally, but our competitors chose to open on the same day as us, so we grabbed the most golden advertising inventory before them to minimize the threat of competition."

"This .......," I said, looking like I was about to say something.

"Director Zhang, do you not approve of our approach, or if you handle this matter, there will be better means of competition?"

"Actually, you didn't do anything wrong, but have you ever thought that you have made great pressure on your competitors in print advertising, and they will inevitably make a lot of advertising in other advertising channels, advertising channels are inherently diversified, they can't stand still, and you can't completely monopolize all advertising channels, right? When it comes to advertising, you're just a trade-off relationship! I helped him analyze, said.

After I finished speaking, Manager Zhou's expression became serious and serious, obviously taking what I had just said, and he motioned for me to continue.

I took a sip of water, took advantage of the gap to sort out my thoughts and said to him: "The house is related to the people's livelihood, and the whole society is paying attention, so even if you don't do any publicity, the audience will spread to each other, which is determined by the characteristics of the product, and the people are most concerned about: what kind of benefits I can get when I buy your house, and investors want to see the investment value of this suite, so advertising communication should convey the information of purchase value to target consumers, rather than simply spreading for the sake of communication." I nodded to him and motioned for him to think about what I was saying, and at the same time brought him into my train of thought, and as long as he got into my train of thought, then everything was easy to talk about.

Manager Zhou's face showed a thoughtful look, and his expression became more and more serious, this performance proved that he had approved my words, otherwise he would have refuted it at the first time.

Chen Qingyi, who was beside me, gave me an incredulous look, and it was obvious that she was surprised by my performance.

After a while, Manager Zhou finally said to me: "Director Zhang, I agree with what you said, we may really have misunderstandings in advertising all along......... I think you have quite a lot of knowledge in advertising planning and marketing, and I would like to hear more from you. ”

I nodded, and at the same time judged that I could already cut to the chase at this time, and I said to him: "I personally think that if you want to gain the upper hand in this competition, you must be more targeted and gimmicky than competitors in this promotion link, and I suggest that you can create a promotional explosion point for this marketing!" ”

"Exactly?"

I paused, ready to bring the topic out officially, I said: "Manager Zhou, let me tell you about my intention this time, I have an idea now, if we can reach an agreement, maybe it will be a good cooperation." "At this moment, I already have a complete idea in my heart, I not only want to win the advertising space in the city center, but also bring back a car purchase order from Jinhui Real Estate, and joint marketing is not only used by Shen Man! And I'll be smarter than she is.