Chapter 300 The Terrible Soft Implantation 【Seeking Monthly Pass】
"Why is it implanted like this?" Xu Qingqing asked.
"Because this can make people remember the car brand the best, and all the foreshadowing is to make people pay attention to the love of the poster and his girlfriend.
If it were a direct car advertisement, 95% of people would simply ignore it and not watch it.
This is only possible if everyone's focus is not on cars, but in the end everyone's focus must still be on this luxury car brand.
This is the essence of soft implantation, a deception and grafting.
Going back to why manufacturers want soft implants, if an ordinary person has 300,000 yuan, there are too many car brands to choose from, and there are too many cost-effective cars.
But why do many people spend 300,000 yuan to buy a car with the lowest configuration of a luxury brand? The performance of this car may be similar to the configuration of the car during the 14th Five-Year Plan.
But why do so many people buy a car worth 300,000 yuan instead of a car worth 140,000 yuan or 140,000 yuan? Have you considered it? Because they are interested in that price and know that this price can achieve a pretentious effect that cannot be achieved with 140,000 yuan or 50,000 yuan.
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For example, someone spends one million to buy an ultra-luxury model with the lowest configuration. One million can buy a very good luxury brand car, but why do customers directly ignore luxury brands and choose ultra-luxury brands? For the sake of face.
The standards of each brand level are different. In fact, these cars started at the same time in the early years. So why are some super luxury brands, some luxury brands, some mid-to-high-end brands, and the last remaining ones are mobility scooters?
Are you talking about technology research and development? How many car companies are there in the world, and how many started at the same time? Mercedes-Benz started early, so why did it not become a super luxury brand in the end, but a luxury brand?
You have to know that soft implants were not done by us first, but by these big brands. Their soft implants in the early days were all based on celebrity effect.
For example, the cars of the royal family, the cars of the rich and famous, the cars of superstars, the brand invests in various movies, and these cars appear in the movies.
This leaves the impression that this is a luxury car, the first choice for royalty, celebrities, rich people, and superstars.
Most people will first choose these cars when they are rich. Because they have been softly implanted for a long time, they have already determined that if they are rich, they will definitely buy such cars. However, ordinary people will know that they have different identities when they see people driving these cars, especially those who worship money.
If you are a doctrinaire group of people, they will make friends with you just because you drive a car.
This post is also the same soft implant, but the later soft implant requirements are higher. For example, in this post, you need to be clear about purchasing power and consumer groups.
What is the male-to-female ratio of car buyers in China now? Have you ever thought about it? In other words, what is the male-to-female ratio of car buyers globally?
Most buyers are men, especially domestic ones, so what signal does this post give?
Luxury cars starting with the word B are a shield to protect love, a symbol of identity between Cupids who have gained love.
These men can't afford a car now, but what about in the future? Ten million people will see this post, and in the future, there may be a hundred thousand people buying this car starting with the letter B, and these are just male customers.
What about women? Women will also think this car is good. If their boyfriend or husband buys a car for them, they may choose this car first. There may be 100,000 people.
Potential 200,000 car owners, do you think this soft advertisement is making money from current customers? No, it is from the future. First, implant a message to most of them. When I get rich, I will buy this luxury car starting with the letter B. Can I buy it?
When buying a new car, buy a second-hand one.
Customers will think that as long as they drive this car, it is a status symbol and they can get love.
This makes the value retention rate of a second-hand car higher. When the value retention rate is high, more customers will choose it, because buying this car not only shows off its popularity, but also maintains its value.
You need to understand this before you can do marketing well. You can look at how some Western brands and celebrities became famous in the past hundred years.
In terms of marketing, the West started very early, such as celebrity persona marketing and luxury goods marketing in the early days. Later, when these people and brands came to our country, they started to play this trick again. To put it bluntly, the Western leek has been harvested.
Think about it now, why do you know that BBA is a luxury brand, why does the A6 sell so well, who drives it, and whether this car is used in some important occasions in TV dramas.
This is soft marketing and soft implantation. We don’t deliberately promote the car, but use all important scenes and important characters to highlight the car’s style and value.
Why do customers call back several of your copywriters? What do you do? You tell others directly about the value of this car and start introducing it. Why do people want you to do this? Don’t you know how to do it yourself?
International brands, especially luxury brands, are divided into two marketing models, TV advertising and intuitive introduction, and the other is soft implantation.
Soft implantation is very difficult. Even if it is difficult, people will spend a lot of money to find someone to operate it. This is all for the layout of the future market and to ensure that there will be a steady stream of new customers in the next ten years."
After Xu Qingqing recorded what Zhao Mingyang said, she hung up the phone and went to modify the plan according to Zhao Mingyang's content.
The horror of soft implants made Xu Qingqing feel chills in her back. Are there some things that she has believed to be right and true since she was a child? Are they also a kind of soft implants?
Zhao Mingyang stood up and took a sip of coffee, logged out of his computer email account, closed his computer, walked out of the room, and went to work with the operations department of Tuanmei.
The operations department of Tuanmei is all an alliance of academics. It is said that Tuanmei's operation department is relatively high-ranking in the industry, because after all, they are all considered academics, and graduates from famous schools around the world gather here.
No, Zhao Mingyang met the other party, and the other party came with six staff members, four men and two women, all dressed in neat suits, typical of elites.
Zhao Mingyang took the initiative to greet them, and a man in his mid-twenties shook hands with Zhao Mingyang. He should be the leader of the group.
Their aura is that I am your father, you need to know the identity.
"Mr. Zhao, we don't need to say any more high-sounding words. We are more practical. Tell us directly what your plan is, and then look at the results. If you are not satisfied, I will reject it immediately. If you are satisfied, I will use you immediately."
plan." Fang Shuo said.
Fang Shuo is the director of the Tuanmei Operations Department. He can control this group of people. In this department, first of all, his personal abilities are outstanding.
Then there is the personal resume. I studied at the nationally renowned Jinling Foreign Language School in high school.
This school is considered the top high school in the country. Every year, almost 20 to 30 students enter Qingbei directly, more than 100 people enter C9 colleges and universities, and more than 50 people take the college entrance examination. Basically, they have reached the special enrollment control line.
There are also some students who did not take the college entrance examination and were not accepted by domestic colleges and universities. They were basically admitted in advance by foreign colleges and universities.
Every year, many students from this school go to Harvard, Oxford, Cambridge, Yale, etc., and Fang Shuo already received an admission notice from Harvard when he was in high school.
In their family, a group of people are all typical academics, their grandparents are all university professors, and their grandparents are also teachers at well-known universities.
My parents are top academics and both teach in prestigious foreign schools.
Fang Shuo belongs to a life where he has been recommended since he was a child and cheated all the way. At the age of 27 or 28, he has already received an annual salary of two million, not counting various dividends.
Similar to the boss of Tuanmei, he is a top student in sports, but the boss of Tuanmei is more accomplished than these people. He has already made astronomical amounts of money in his twenties.
The structure of Tuanmei is a concentration camp for top students, but because of the style of Tuanmei’s boss, Tuanmei has offended many people.
If you don't like it, just complain. You have the final say in everything. That's why Tuanmei later parted ways with the first wave of investors. The second wave of investors only invested money and did not interfere with the company's operations. But if the second wave of investors interfered with the operations,
I can only say that Tuanmei may have a problem. At this time, Tuanmei’s founder team has no say in fundamentals. Domestic investment companies only have such a circle of people. If the two waves of people withdraw their capital, there will be no third company to take over.
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Fang Shuo was more direct. He asked Zhao Mingyang to give him a plan and then just go ahead and do it. They would see the effect and there was no need to say anything else.