The well-dressed saleswoman guided us to sit down and smiled sweetly, "What can I do to help the two of you?" ”

"Thumbs are thinking about going to play with friends, I want you to help recommend a good place." I asked in a thick town dialect accent, but I didn't expect the stupid guy next to me to suddenly burst out laughing, I looked back at her, and she laughed even harder, covering her mouth and making a strange "clucking" sound, and her body trembled endlessly.

She smiled, her eyes bent to the whiteness of the moon, and the juvenile feeling reflected in the two pear vortices was as dazzling as stardust struggling to travel through hundreds of millions of light years just to illuminate the firmament carefully buried in your chest.

While explaining that the crazy girl was smiling like this because she was excited to go out, I talked to the salesman about what attractions and programs in town were suitable for young couples on a budget. And the stupid guy was beside me with his head down, and at the same time he tried hard to suppress the unavoidable shaking.

"Hmm...... I heard that Shengya is fun, do you have cheap chartered buses and package tickets for your family? ”

The crazy girl looked up, her cheeks were like blushing, and tears were bursting from the corners of her eyes. The decent salesman stared at her, embarrassedly hiding her bewilderment.

"So you were crazy just now, you have to laugh like that?" I took a sip of the old fashion cocktail in my hand and grumbled.

The stupid guy stopped the soufflé muffins in his mouth and laughed deliciously, "There's no way at all, anyone who looks at you speaking in a serious tongue can't help it." ”

I gave her a blank look and stirred the ice cubes in my glass.

"I don't understand, let's go to the travel agency this afternoon, and then come to the mall to eat, do you want to drag me to absent from work together?" She asked me curiously as she drank freshly squeezed orange juice through a straw.

"Channel." I shook the glass to see the shape of the light reflected in the cup.

"Huh?"

"Like the travel agency I went to just now, it is one of Shengya's customer acquisition channels."

Looking at her confused eyes, I continued to explain: "We have a very important set of data in our hands - first, the age of Shengya's current tourist group is polarized, which means that the people who have gone to Shengya in recent years are either older or very young, right? ”

She nodded.

"Second, the sales volume of Shengya's cultural peripheral gifts is almost the same every year, guess why."

"It's the same people who buy things?" She hesitated and replied.

It shows that the number of people who buy gifts every year is basically the same. The reason why the number of people is basically the same is because these people are all sent from one place. Combined with the characteristics of the age structure, these people all signed up to go to Shengya through travel agencies. ”

Halu showed a suddenly realized expression: "So the people from the travel agency recommend that we form a group of more than ten people, the tour fee is free, and the admission ticket can be cheap?" ”

I nodded: "The tour group and Shengya is a profit-sharing cooperation model, do you remember that she said that there will be a store entry project when you go to Shengya, and this so-called store entry project is to let us enter the gift shop to buy peripheral gifts, and the profits generated here Shengya and the travel agency share it, and the money earned by the travel agency is here." ”

"So travel agencies are Shengya's customer acquisition channels!" She understood my intentions.

"The elderly in the surrounding towns will form tour groups at the sinking terminals of major travel agencies, and the itinerary planning of our city will inevitably have Shengya; In addition, many schools' spring and autumn outings and teaching visits to training institutions will also be transferred to Shengya through travel agencies. That's why in recent years, Shengya's tourists are either elderly or students. ”

Halu took out the brief sheet and looked at it carefully: "Then why does the crowd coverage only radiate to the local area and surrounding towns?" ”

"Price."

"Huh?"

"The price is cheap, and Sheng Asia and the travel agency attract through a low-price strategy, using the gift sale to make a profit, and only certain groups and groups who are sensitive to price will choose such travel products. Just imagine, if you are a college student from another city who comes to the city for tourism, one basically does not spend money, and the project facilities are old and you need to spend money to buy gifts; The other one costs a little money, the project is novel and can play for a day, and there is no mandatory consumption, which one will you choose? ”

"That's why the travel agency asked you just now if you want to consider going to Xintan Ocean Park?"

"Yes, the two sales models, in fact, compared to the Xintan side of the profit will be higher, unless the sinking market and educational institutions to receive the source of customers is too sensitive to the price, otherwise travel agencies are not very willing to do Shengya such a thankless product."

"Then I don't understand, what does this have to do with our work?"

"The client's brief requires that after the brand transformation, it needs to attract a younger group with more spending power, such as you."

"I'm not going."

"Assuming that our advertising strategy is very successful and attracts you to go, it will have a very serious effect: first, all the new promotional materials on the street will be around young people like you, more fashionable and energetic, and the existing channels will distribute such materials to the current group of tourists, then at least the elderly in the sinking market will have a sense of discomfort, the customer acquisition effect will be discounted, and once the channel is injured, the attraction itinerary will be adjusted, and Shengya's business source will shrink; Second, young people like you who were attracted to it originally wanted to find a weekend with their lovers and friends to have a good romantic time in Shengya, but after going there, they found that the people around them were either old people or primary school students, and the sense of experience did not match the advertising effect. ”

"Oh! So you said the worst outcome of the meeting that day was that the crowd didn't come,"

"The existing customers said goodbye to Sheng Ya." I nodded and said in unison with Halu.

"So in the brain-storming meeting for the past two days, you've been asking people to talk about crowd positioning, but not promoting creativity."

"Yes, I didn't find the right person to talk to, no matter how beautiful the words were, it was in vain, which is the essence of advertising."

Halu was like tasting French food from a five-Michelin-starred restaurant, muttering what I had just said.

"At first, I was only suspicious of Shengya's customer acquisition channels, but today I went to the travel agency to ask if this is the case."

"So what do we do now?" Halu asked.

I took a sip of my wine and gave her a look in my eyes.

"Look at the people out there."