"The age of the experience group is located in children between the ages of 4 and 12, and it is definitely from kindergarten to grade 5 of primary school; There is also a part of the experience group is their grandparents, but half of the grandparents' people should be divided into the buyer group, mainly the buyers of peripheral gifts; The buyers are the parents of these children, who are middle-level managers or small and medium-sized business owners, aged between 30 and 40, and have an annual family income of not less than 300,000 yuan. ”

While Ruby Lin and Halu were recording key points, I looked out the window at the large and slowly fluttering white clouds, and an uneasy premonition covered my mind. Halu used his hand to ruffle the scattered strands of hair, awakening a kind of melancholy and helplessness that I had to have in my youth.

"The buying crowd is the core of our marketing planning, and the experience crowd has a decision-making impact on the core demographic." They both looked at me with hope in their eyes. "In the order of the experience crowd to the buying crowd, according to Maslow's demand level to gain insight into their understanding and regret of 'parent-child time', and at the same time, the benefits that can be brought by the category of 'Aquarium' are combined, and the respective advantages and disadvantages of the competing products 'Xintan Ocean Park' and Shengya in their hearts must also be analyzed. Starting from the level of demand, the intersection of category and demand, the intersection of competing products and demand, and the intersection of Shengya and demand combine our interests; Then, taking the category as the starting point, we summarized the product support points and demands of competing products in the market environment, and looked at the product support points and demands of Shengya to find our differentiation and RTB. ”

Halu raised his hand high like a schoolboy listening to a class: "Teacher Deng, what is RTB?" ”

Ruby Lin took Halu's notebook and explained as she wrote: "Reason To Believe, that is, "

"Halu, do you repeat the question?" As if someone buried under the rubble suddenly saw a ray of sunlight shining in their heads, I was so excited that my voice changed tone.

"What...... What is RTB? ”

I picked up the briefing sheet from the table in the conference room and searched for it for a long time, and Halu and Ruby Lin probably thought I was crazy and stared straight at me.

"Damn, where is that sentence!" I rummaged back and forth, and the key to the door was hidden here, but I couldn't find it!

"Which word?" Ruby Lin asked me.

"The ...... "The ocean you've never seen before is in Shengya" or something."

"The unseen ocean is in Shengya", their slogan. Ruby Lin flipped through his notebook forward.

"Oh ~ fuck! That's it! ”

Lin Xinru scratched her head: "Zi Che, what do you mean?" I don't fucking understand. ”

"This sentence is the slogan that Shengya has been using since its opening, I have always felt that this sentence is missing something for brand promotion, and I can't figure out what is missing, just now Halu reminded me that I just thought it clearly - this sentence is a fucking RTB! But the benefit was not exported! "I'm almost jumping.

They were still staring at me in a half-obsessed state.

"The ocean you haven't seen before is in Shengya, what does this have to do with you?" I asked them both rhetorically.

"Does it mean that I can open my eyes at Shengya?" Halu asked me quietly.

"Zi Che, don't sell it, say it quickly!" Ruby Lin's beard was about to get anxious.

"Halu is talking about a possibility of benefit, but no matter what benefit is, Shengya has never explained. So this sentence is incomplete, it can't impress the audience, because the audience doesn't know what their benefits are. ”

"So ......?" Ruby Lin expects me to continue.

"You go on first, I'll take your time."

I drew a neat house on the whiteboard with a square.

"The integration of resources at the cornerstone level of the existing brand, building the core content (events/activities, etc.), key information (communication concepts) and media strategies on it, building brand keywords upwards, summarizing the brand story + tagline (brand slogan), and finally naturally deriving the brand positioning." I checked again that there were no major omissions and nodded.

"Well, in the end, after the brand house is built, our strategy will be written."

I put back the water-based pen, sat down again, and looked at Ruby Lin: "The next most important thing is the part I call RTB, before Shengya has been spreading a brand appeal that they are "unseen" on this basis, the current brand image is "mysterious" and needs to be "explored", but because of the lack of benefits that can be provided to the audience in the end, so their brand positioning is missing, so on top of the existing brand cornerstone, we will improve their positioning for Shengya in the next stage. To make the image more three-dimensional, the means to support the image upgrade is a series of events, activities, advertisements, public relations, interactions, etc. that we plan for them. The starting point of our strategy is the incomplete slogan they already have. ”

Lin Xinru and Halu on the opposite side suddenly realized.

"Xinru, these things are sorted out and handed over to Yan Yunhai, let him fill in all the meat that should be filled in this framework tonight, about the positioning and insight of the target audience, you find your children to sort out before getting off work, the key to insight is to find the regrets of the core group, you go to interview relatives and friends around you who meet the audience positioning, and then send the conclusion to Mr. Yan and them as soon as possible."

Ruby Lin took the mobile phone and typed it quickly, almost at the same time as my voice fell, the prompt that the message was successfully sent sounded, and he told me with his eyes that the following work had been arranged: "Zi Che, I'll hurry up and find Boss Yan, the creative part will trouble you." ”

I nodded, and solemnly instructed him again: "Don't let others know that I taught you all this, and you must bite to death these are all things you bumped into the customer just now." ”

After Ruby Lin left, Halu approached me with admiration: "Deng Deng, it turns out that you really have two brushes, I thought you were only so powerful when you were drunk." ”

"What did I tell you when I was drunk?"

"After you got drunk last time, you logically reasoned out the audience positioning very clearly, don't you remember?"

I shook my head, completely unimpressed.

"Mr. Lin told me that I didn't believe your story this morning, and I was in awe of you just now."

"What did Ruby Lin tell you?"

"What happened to you in Beijing is ...... 2 years ago"

Two years ago, I was an out-and-out advertising person.