I have to say that Lin Xiaoguang's tailor-made advertisement for Huarunwanjia is quite effective.
Oriental Daily, Xiangjiang Commercial Daily, Ta Kung Pao, Wen Wei Po, four newspapers, with non-stop publicity every day for a month, made the name HRWJCS well known to every Xiangjiang citizen.
With full coverage of bombing propaganda, many people are curious about what HRWJCS is?
It was not until thirty-one days later, when they walked into Huarun Wanjia with curiosity, that the answer was finally revealed, oh, it turned out to be a convenience store, many people thought so.
Almost everyone walked in with curiosity, and most people left after having their curiosity satisfied.
Only a small number of people buy something casually.
It was this small group of people who became Huarun Wanjia's customers that day. They created more than 50,000 Hong Kong dollars in sales, and 30,000 Hong Kong dollars in advertising from Oriental Daily, plus free promotion in three other Zuopai newspapers, for a month
It is extremely difficult to achieve such results without interruption.
To a certain extent, it is already a good start.
Lin Xiaoguang is not surprised by this. Careless advertisements are meant to arouse others' curiosity. What do you mean by curiosity? After reading an advertisement, you must first arouse me to know you and understand your interests.
HRWJCS has this function.
The publicity for a month has been widely known. It aroused a little curiosity in people on the first day, and it will still be the same on the second day. Even a relatively indifferent person, who does not care about everything, will have a very strong curiosity if accumulated day by day.
Obsession, what is HRWJCS behind the billboard?
Many people were thinking about this question. A month later, the final answer was revealed. When I walked in, I saw that it was a convenience store.
So relieved.
Although it failed to attract potential customers to spend money in convenience stores, it could make Xiangjiang citizens familiar with Huarun convenience stores. The purpose of advertising in this month has been achieved. The next step is to consider what new advertising to rely on.
Attract Xiangjiang citizens to consume.
Huarun Wanjia, or Huarun Company's business office, does not have an advertising department below it.
Everyone knows that they must attract Xiangjiang citizens to consume and increase sales, but they only have this concept in their minds, but do not have a complete and detailed implementation plan. Even Director Luo Yaoguo is at a loss.
Therefore, they all turned their attention to the assistant director, Lin Xiaoguang.
At this moment, in the conference room of the business office, Lin Xiaoguang noticed Luo Yaoguo's gaze, stood up and said: "If a convenience store wants to increase sales, it is very simple. It must either carry out promotions or advertising, or both in parallel."
"Promotion? How do you talk about it?" Luo Yaoguo was a little confused.
"There are many ways to promote, and it is not just a simple price war. For example, single-box special promotions, adding one yuan to get one or two specials, additional high-value gifts for an additional price, and then it is a set meal, a combination of food and drink.
The last thing is the scratch-off activity, but one thing we need to pay attention to is that our convenience store promotions should avoid being the same as supermarkets.”
Regardless of whether what Lin Xiaoguang said makes sense or not, at least for now, the chiefs of these departments took notes to write down what he said.
The section chiefs sitting here all know that he is a top student who graduated early from Tsinghua University. Even if they are not convinced in some aspects, they still feel weak when facing him. After all, he has extraordinary abilities. Just the advertisement before opening proves that he is very unsatisfied.
generally.
"What about advertising?" Luo Yaoguo asked again.
"Advertise and advertise widely. The advertisement before our opening has already made the citizens of Xiangjiang know about our Huarun Wanjia. This step is considered a success and we can start the next step to attract potential customers to come in and make purchases."
"There are many convenience stores in Xiangjiang, such as Wellcome and Parknshop. These customers used to shop there, why should they come to us now?" Lin Xiaoguang asked.
No one answered, so he asked and answered himself: "Convenience stores, as the name suggests, are convenient, convenient and convenient. When we were choosing a location before opening the convenience store, we chose shops near the office building. From this point of view, as long as we have convenience,
The store is much closer to office buildings than Wellcome and Parknshop, and many people will choose our Huarun Wanjia because of this short distance."
"But, the site has been selected, what should we do next?" Chen Lianrong, deputy chief of the operations department asked.
"Convenience stores belong to the retail industry, and retail industry is the service industry. It's very simple. As long as our service is better than Wellcome and Parknshop, customers will naturally choose us."
"for example?"
"We must learn from the Japanese with a sincere smile, bow and welcome. They are impeccable in the service industry and humble enough in other matters, although arrogance and prejudice are engraved deep in their souls." Lin Xiaoguang laughed.
In the conference room, no one laughed.
He continued: "In the mid-to-late 19th century, Marshall Field created department stores and asked employees to follow the principle that customers are God, which means they provide customers with everything they need. However, it should be noted that there are limited places.
To satisfy customers, not to please them without any lower limit.”
"We must learn from 711, and learn from Suzuki Toshifumi, the founder of Japan's 711. The service is very simple, and thoughtfulness is the first level. At present, domestic supply and marketing cooperatives are indifferent and not considerate. This is the opposite. We must
avoid."
"Thickness first, then thoughtfulness. 711 is at this level now. They provide thousands of convenient services such as performance tickets, medicines, annuity insurance payment, door-to-door meals, and even the issuance of graduation certificates. They are hailed as the 'national lifeline' by the Japanese people.
, and even plan to move an ATM in.”
"We have plenty of time. Taiwan Uni-President Group has not yet introduced 711 to Xiangjiang, so we have time to prepare. In the future, we will use 711 as an example and learn from them."
"The current product categories of 711 are roughly divided into four categories: ready-to-eat cooked food products, entertainment and leisure newspapers and magazines, mid-to-high-end products, and daily groceries, cooked food and entertainment newspapers and magazines. These two are relatively easy, and you can do it now.
Mid- to high-end products are more troublesome and can be delayed for a while.”
Luo Yaoguo was very interested and couldn't help asking: "What kind of cooked food?"
"Japan's 711 consists of lunch boxes, rice balls and fruit salad. We need to adapt to local conditions, cancel the rice balls, and replace them with Chinese fast food lunch boxes, steamed buns, fruit salad, and sandwiches, as well as bread and cakes. Don't underestimate catering. Half of Japan's 711 sales
Well, I got it from these cooked foods."
"However, Xiangjiang is not Japan. Xiangjiang's economy is not as developed as Japan's. We can learn from them, but we don't need to be exactly the same. There is a saying that those who learn from me will live, and those who resemble me will die. This is what it means."
"If you don't find your own footing and just learn from others, you will never be the first."
"Well said." Luo Yaoguo couldn't help but clapped his hands and applauded: "I hate to worship foreigners. It's true that foreign monks can chant sutras, but we don't have to belittle ourselves. We have our strengths. Only by using our strengths and avoiding our weaknesses can we defeat the enemy."
He immediately made a decision: "Then it's decided, introduce ready-to-eat cooked food and entertainment and leisure newspapers and magazines. Newspapers and magazines are okay. As for cooked food, Xiaoguang, do you have a supplier in this regard?"
"Of course, it's Qinhuai Company. They are already setting up a production line and can produce it within a week."
"Then I'll leave this matter to you." Luo Yaoguo assigned the task.