Rebirth of the Wild Age

The traditional canned fruit is frighteningly sweet, and it is loaded with sodium saccharin and cyclamate.

This is very popular in the era of lack of food and clothing. People usually don't eat much fruit, and even the intake of sugar is not enough. Canned fruit can just make up for all this.

Since you want to create a healthy product, you have to be different.

The sugar content of the Tang Qiao Cup series is very low, and it tastes slightly sweet. It is not a lie that ordinary diabetics can also eat it.

Of course, in order to avoid accidents, there will be a special note on the box: For your health, severe diabetic patients should not eat this product. Mild diabetic patients can consume a small amount with the confirmation of a doctor.

After watching the filming of the commercial, Song Weiyang asked the three people in the publicity department: "Do you understand?"

Chen Weifeng, chief of the publicity section, said: "Understood, it is to promote that canned yellow peaches are good for the body, and give our canned food as a gift, which is healthy and face-saving."

"What about you?" Song Weiyang asked the remaining two young people, one named Li Hong and the other named Pang Xiaojian.

Li Hong said: "I think the same as Section Chief Chen."

Pang Xiaojian said, "Me too."

"Well, very good." Song Weiyang nodded in approval, but was actually a little speechless in his heart.

Chen Weifeng flattered: "The factory manager Xiao Song is still very good. When this advertisement is broadcast, the common people will definitely rush to buy it."

Song Weiyang couldn't help but reveal: "From this advertisement, what kind of publicity strategies can you see?"

Chen Weifeng said: "It means being healthy and having face. If you don't buy our canned food as a gift to your elders, that is disrespectful!"

"What else?" Song Weiyang couldn't help but touch his forehead.

Pang Xiaojian suddenly said: "The advertisement must be believable, and an expert must be invited. This expert is standing there in a white coat, and he looks legitimate. If his words are credible, others will come to buy."

Li Hongdao: "Yeah, I want to eat canned yellow peaches."

Alas, there is still a shortage of talents, and it is too strenuous to train yourself.

Chen Weifeng seemed to see that Song Weiyang was a little dissatisfied, and quickly said, "Xiao Song, Factory Director, you should come and tell us."

Although this guy's savvy is poor, his eyesight is not bad. He should go to the factory office to do personnel and reception, not to do propaganda work.

Song Weiyang gave a lecture on the spot: "What is propaganda? Propaganda is to let people know, but also to let people remember. Just like people, it is difficult for people to remember with ordinary looks and ordinary clothes. So how do you remember it?"

"Put on your clothes and dress up nicely." Chen Weifeng answered.

Li Hong said: "There must be spirit and momentum."

Pang Xiaojian asked suddenly: "Can you dress up ugly?"

Hey, Pang Xiaojian seems to have some training value.

Song Weiyang said with a smile: "It can be ugly! If you want to be remembered, you must either be beautiful or ugly, or speak loudly, or sing and dance."

"Just to be different from others!" Pang Xiaojian concluded.

"Yes, it's different, this is the core idea of ​​publicity," Song Weiyang said, "Look at our Qiqiao cup series, the gift box is beautiful, the can bottle is beautiful, people feel that it is high-grade at first glance. This is called packaging, which is similar to wearing beautiful clothes!"

Pang Xiaojian asked: "What about ugly? Ugly will only make people disgusted."

"I said it's okay to be ugly, this kind of ugliness is a metaphor," Song Weiyang said, "Put it in advertisements, it can be annoying when people see it, and it makes people feel vulgar. If it is annoying, it is tantamount to making people remember Live, he may buy it next time he sees it.”

Chen Weifeng wondered: "It's annoying, why would he still buy it?"

Song Weiyang asked back: "If you want to find someone to do something, there is a stranger you don't know at all, and there is an acquaintance who annoys you. Which one would you choose?"

"Of course they are acquaintances." Chen Weifeng said.

"That's right," Song Weiyang said, "When consumers want to buy a certain product, they go to the mall to have a look. Hey, I know this brand, and their advertisements are annoying. Then buy this, after all, there are The big brand in the advertisement, I don’t know other brands.”

Chen Weifeng flattered again, gave a thumbs up and said: "The factory manager Xiao Song has a lot of reason, I'm old Chen convinced!"

Song Weiyang added: "In addition to these, we also need to have bright spots in our advertisements. Just like a young man falling in love, you have to show your own advantages. You are not good-looking, and your family has no money, so what should you do? You have to appear I am diligent, and I seem to be able to take care of others, and I can only catch up with girls by showing off my strengths."

Li Hong also gained something: "Our canned food is a guy, and the consumer is a girl, so we have to show the good points to them."

"That's right," Song Weiyang said, "so we have to look for advantages. Take this advertisement as an example. We sell packaging and face, and we sell health. Yellow peaches are high in nutrition, and our canned yellow peaches are also low in sugar. That's the advantage!"

Pang Xiaojian asked: "What if the product has no advantages?"

"Then create advantages!" Song Weiyang said, "Advantages don't have to be actual things, they can also be a concept or a slogan. Have you ever heard of Lenovo, which sells computers?"

"I've never heard of it." The three of them shook their heads in unison.

Song Weiyang said: "In the old saying, Lenovo is a comprador, selling foreigners' computers to Chinese. But their advertisement last year was very powerful, called 'Humans lose Lenovo, what will happen to the world'. Lenovo Computer There is no advantage, what they sell is a concept, people will remember it as soon as they hear it, it seems that without Lenovo, the earth will stop turning."

"This advertisement is amazing!" Pang Xiaojian exclaimed.

Song Weiyang said: "I'll give you a long-term task to keep watching advertisements every day, whether it's TV advertisements or newspaper advertisements. After watching the advertisements, you have to analyze other people's advertising strategies and write an experience. I want to check!"

"Huh?" The three of them were dumbfounded. They hadn't written a composition for many years.

This is how talents are cultivated. Among the three, only Pang Xiaojian has some potential, and Chen Weifeng and Li Hong will be eliminated sooner or later.

Why is Shi Yuzhu so poor that he can't pay his salary, and none of his core team left?

Because they are all talents he cultivated by himself.

Faithful, and easy to use.

Sometimes, the subordinates clearly put forward the wrong plan, but as long as it is harmless, Shi Yuzhu will remind the suggestions and at the same time support the subordinates to try and hit a wall. Talents hone and grow in the face of obstacles, and they also admire the boss even more in the face of obstacles. They are grateful to the boss for his generosity, and their loyalty is soaring.

After talking about some advertising essentials, Song Weiyang said with a smile: "Let's go, let's go to the TV station, remember to watch more and learn more! I am only responsible for contacting the provincial stations, and you will contact the city stations in various places. He pays bonuses."

The placement of the ad was quickly negotiated.

When the Xikang Provincial TV Station heard that someone wanted to buy an advertisement for garbage time, it was as if they were overjoyed, and they regarded Song Weiyang as a fool.

The final negotiated plan is: play four times in the morning, each time 15 minutes, and the total advertising fee for one hour is 12,000 yuan. It was played three times in the afternoon, and the advertising fee for 45 minutes totaled 11,000 yuan. It was played four times in the early morning, and the advertising fee for one hour totaled 5,000 yuan.

Among them, the early morning was originally closed time, there were no programs, and only snowflakes could be watched. The TV station has a special delay of one hour, dedicated to canned commercials.

That is to say, the provincial TV station spends 2 hours and 45 minutes playing canned advertisements every day, and the daily advertising fee is only 28,000 yuan—the city TV station is even cheaper.

Song Weiyang signed a one-year contract in one go, paid 1 million in advance, and settled the rest on a monthly basis.

When the canned food advertisement becomes popular, you can make a lot of money by reselling the contract.

(PS: Some students said that they should buy canned yellow peaches for their elders. The elders have problems such as high blood pressure and high blood lipids. Don’t buy them randomly. Lao Wang will not be responsible if they eat them badly.)