"Carry out publicity around these points..."
"Well, I'll think about it carefully."
Ye Zhizhou frowned slightly and fell into a state of deep thought.
It is really difficult for him to study these publicity plans because he has basically never been involved in them before.
Fortunately, Meng Chang has given a relatively clear direction, just like Mr. Pei gave a clear direction when designing games.
Making a publicity plan based on the direction given by Meng Chang is just like designing a game based on the direction given by Mr. Pei. The two have something in common.
"I think the slogan can be 'Enjoy the fun of driving without leaving home', and this slogan can be used throughout."
"This statement sounds a bit silly, but in fact, after you truly experience the entire set of peripherals and play the game, you will know that this slogan is actually quite appropriate."
"In addition, you can promote 'Everyone can become a car god'. When people see this slogan, their first reaction may be that it is a car-racing game, but in fact it is a game that requires driving skills.
A very demanding immersive game.”
"Players can indeed become car gods, but it just requires a lot of hard practice. Although they are much better than reality in terms of car repair and safety, the actual amount of training is not much less."
"The promotional slogans for equipment are not easy to think about. I think we can emphasize the price and wasteful attributes of some of these equipment. On the surface, it seems to be a way to persuade people to give up, but in fact, if we study deeply, we will find that if conditions permit, this
In fact, it is a very cost-effective long-term investment.”
Meng Chang patiently listened to Ye Zhizhou's words, and at the same time gave a simple evaluation in his mind to the methods Ye Zhizhou said.
The direction is right, but the details are too different, and there are some conflicts between publicity strategies.
But after all, it was the first time to use Pei's propaganda method, and it was not easy to find the direction. It was not easy to achieve this level.
It's just like creating something. What you create is rubbish. That's okay. It will gradually get better in the future. I'm just afraid that I don't have anything in my mind and can't even create rubbish.
If you create garbage, you can absorb a little bit of improvement through criticism, but if you can't create anything and your mind is empty, how can you improve?
Like Ye Zhizhou's current situation, although the ideas he came up with are very immature and have a lot of room for improvement, they have finally come up with something and are following the correct path of Pei's propaganda method.
Meng Chang thought about it and reminded Ye Zhizhou to think about some details again.
"It's very good that you can come up with these in a short period of time. However, the few ideas you mentioned are too scattered and cannot form a complete and coordinated marketing plan."
"Even some of the content is conflicting."
"For example, if you want to use 'you can enjoy the joy of driving without leaving home' and 'everyone can become a car god' to promote it, this means that you have to use the 'one-sided' method of publicity
The method is to emphasize the one-sided attributes of a certain product, thereby misleading consumers and making them shout that they have been deceived after discovering the full picture.”
"But then, after consumers carefully consider the whole picture, they will find that the shortcomings that we deliberately did not mention before have turned into advantages, or in other words, have unique advantages."
"And 'emphasis on the price and dust-eating properties of the equipment' actually uses the 'persuasion method' in Pei's propaganda method, or it can also be called the 'honesty method'."
"That is, deliberately being honest and even emphasizing the shortcomings of the product to persuade players to quit at the first time. But in fact, after players experience it in depth, they will find that such shortcomings are often accompanied by benefits, or sometimes they are not the benefits of the product.
The shortcomings are the user’s own shortcomings.”
"As a result, many people will develop a rebellious mentality. The more they are persuaded to give up, the more they want to buy."
"But the problem is that these two methods actually conflict with each other, because the former should emphasize the advantages and guide consumers to discover the disadvantages themselves, and then reverse them; while the latter should emphasize the disadvantages and let consumers discover the advantages themselves."
"If they are mixed together, it is easy to interfere with each other. Either use only one kind, or separate them."
Ye Zhizhou: "Separate?"
Meng Chang nodded: "Yes, let's separate."
"For example, the game part is promoted by Sunyang Games, and the equipment part is promoted by Outu Technology."
"The time of the two promotions can be slightly staggered, creating a time difference, and the method of promotion can also be different."
"Games can use game-specific promotion methods, such as promotional materials on game platforms and details page introductions; and equipment can use technology-specific promotion methods, such as launch conferences."
Ye Zhizhou suddenly realized: "That's it, I understand!"
"In other words, the game is actually more suitable to be promoted using the 'one-sided approach', just like the promotion plan of "Struggle" at the time; and these peripherals can be promoted using the 'dissuasion approach', just like the first generation of Outu
The phone is the same as a smart fitness drying rack.”
Meng Chang was very happy: "Huh? It's great that you can think of these cases, which saves me a lot of explanation. Yes, this is a classic case of Pei's propaganda method!"
"Looking back, you can spend some time studying these cases, imitate the specific processes of these cases, and combine the characteristics of this game and peripheral products to come up with a new promotion plan."
Ye Zhizhou nodded: "I understand! Thank you very much!"
"Now I understand Mr. Pei's good intentions. Let the heads of each department master the publicity and marketing techniques and formulate their own publicity plans, which will indeed achieve better results!"
He originally thought that Meng Chang was trying to be lazy by not making a promotional plan for "Safe and Civilized Driving", but now it seems that is not the case.
If Meng Chang wanted to be lazy, he could just do it perfunctorily. Why would he come here to teach Pei's propaganda method to him?
Ye Zhizhou doesn't think that the publicity work has nothing to do with him. After all, Mr. Pei always hopes that the people in charge can become generalists.
Publicity and marketing is actually a part of the product. As the project leader, I don’t know anything about it and rely on the advertising and marketing department to arrange it. That is definitely inappropriate.
Firstly, the manpower in the advertising and marketing department is also limited. It is impossible to cover every aspect of every project, and there will inevitably be some imperfections. Secondly, the people in the advertising and marketing department experience the project in a short period of time, and their understanding is not deep enough.
The solution proposed may not necessarily be the best.
The project leader knows the product best. As long as he masters the correct method, the plan he produces will definitely be the most appropriate and suitable.
Meng Chang smiled slightly: "Indeed, and if you ask me to make a publicity plan, there are some methods that I cannot use and there will be some restrictions, but it doesn't matter to you, the person in charge."
Ye Zhizhou was stunned for a moment: "Huh? What does this specifically mean?"
Meng Chang shook his head: "Nothing."
What he means is that if he is asked to make a publicity plan, he will definitely consider the issue of commission. In this way, many publicity techniques that are particularly effective, and those that are very effective after being suppressed, cannot be used.
Meng Chang's current publicity methods are still mainly based on high-investment and low-efficiency channels, such as overwhelmingly buying advertisements for "Successor" online.
Of course, this is not Mr. Pei's problem, because Mr. Pei taught Meng Chang how to use "Pei's propaganda method" through reverse commission, mainly because it is easier to get started.
After Meng Chang's repeated setbacks and obstacles in his early stages, he was able to gain a deeper understanding of the power of Pei's propaganda method through this huge difference and contrast.
But for the people in charge, there is no such restriction at all, and they will be more free to use Pei's propaganda method.
With these publicity funds, we can naturally choose the most efficient publicity plan while utilizing Pei's publicity method.
…
After leaving Yangyang Games, Meng Chang couldn't help but start to think back on his entire experience of coming to Tenda.
I didn’t feel it before, but now the more I think about it, the more I feel something is wrong. There are many coincidences.
It really looks like Mr. Pei planned the entire process!
During the period of the cold-faced girl, Mr. Pei should have noticed that he was very talented in publicity and marketing, but his approach was completely wrong. He paid too much attention to marketing and completely ignored the product. To put it mildly, he liked to brag.
To put it bluntly, it means cheating money.
So Mr. Pei silently stared at him.
After many twists and turns, the cold-faced girl did successfully deceive some investors, but Mr. Pei had already seen through everything and always watched Meng Chang's performance with a smile. When the cold-faced girl was about to become popular, he poured some cold water on it; waiting for Meng Chang to be happy
When he couldn't hold on any longer, he gave him a gentle tug to keep him hopeful.
Later, the cold-faced girl became a prostitute and Meng Chang was in debt. Mr. Pei very generously transferred the debt to himself, and naturally brought Meng Chang to Tengda to be responsible for Tengda's publicity and marketing work.
On the surface it looks very strenuous, but in fact for Mr. Pei it may be just a matter of convenience.
Moreover, the fall of the cold-faced girl has given many entrepreneurs an inspiration, and also warned those who want to defraud investors from Dream Venture Capital.
Of course, this is beside the point. The key point is that Mr. Pei wants to take Meng Chang into Tenda and let him be the head of Tenda’s publicity and marketing department.
When Meng Chang thought about it now, he realized that Mr. Pei must have had a headache with Tengda's publicity and marketing work, so he came to see him.
Because judging from the situation at the time, although Tengda seemed to be full of talents, only in terms of marketing and publicity, no one could be Mr. Pei’s successor!
Pei's propaganda method is counter-intuitive and counter-logical, and requires extremely strong reverse thinking. This requires not only a very smart mind, but also a very special brain circuit to control it.
Most of Tengda's excellent marketing plans before were done by Mr. Pei himself.
But as Mr. Pei, as the helmsman of the entire Tenda Group, you can't always do this kind of thing yourself.
Chapter completed!