Chapter 26 Focus on building a media pyramid

In ancient Egypt, every pharaoh started to build a mausoleum for himself from the day he ascended the throne, in order to be saved as a god after death; when the pharaohs built the pyramids in Abusir, the focus of consideration was whether they could see the sun from the pyramids The shrine of worship Heli Opolis. We don't know whether the pharaohs lying in the cold grottoes have been exposed to the sunlight from the holy land after thousands of years.But thousands of miles away, Jiang Nanchun, who runs through time and space, has been bathed in the sunshine from Nasdaq.In more than two years, Focus has grown from a start-up company to a NASDAQ-listed company, successfully changing the pattern of China's outdoor advertising industry.

Without a grand declaration, while Jiang Nanchun vividly outlined his legendary life, Focus also began to build a pyramid in the field of new media. There is a saying that "flowers are similar every year, but people are different every year". With the rhythm of the giant hand of the market, which is turbulent and stormy, we see countless advertising companies sighing and being out of the game every year, and there are also a large number of smug every year. Advertisement companies filed for "launch". The market economy does not believe in tears, let alone the advertising industry battlefield known for its chaotic, cruel and excessive competition?Today, when the cost of media communication is increasing and the effect is gradually weakening, how can the power of advertising be brought into full play?

"Soldiers are the place of life and death, and the way of life and death." In the face of the fierce battle that will be involved in it, is Focus really ready to build a media pyramid?In addition to investing more resources, isn't there any other workaround like the Eight Immortals crossing the sea? The creative stage is indeed the battlefield of advertisers. When big companies embark on the road of attack, some companies also go upstream and develop in a more sophisticated direction.Inspired by the game guided by competitive and cooperative thinking, Jiang Nanchun defined the direction of focus development in the daytime.

A few months ago, in a teahouse on Hengshan Road in Shanghai, Jiang Nanchun pointed to a seat by the window in front of him and told the author: "It was in this seat that I came up with the idea of ​​commercial building LCD TV advertisements. At that time, I was very proud of myself. I am excited about this idea, which completely subverts the audience's habitual thinking of watching TV advertisements at night. This daytime TV advertisement medium can not only outline the target audience more clearly, but also has much less interference, which is a truly effective advertising platform. I want to It's daytime."

The essence of advertising is only the effective transmission of information, so of course there are many forms of advertising, and there are also many platforms for advertising, but in this era of highly segmented markets and highly homogeneous products, in the era of segmentation and professional communication Among them, Focus Media grasped the most powerful core weapon - the concept of white-collar workers going to work during the day, fully tapped the credibility resources of the media, matched the promise of product interests and consumers' aspirations, and achieved the miraculous effect of "moisturizing things and silently" in advertising.

During the day, it is an advertising art work with vivid colors and elegant taste.And the advertising campaign during the day has never been isolated, it can be regarded as another continuation of the advertisement in front of the TV when you go home at night. During the boring time of waiting for the elevator during the day, Focus’s advertisements are like Cinderella’s glass slipper, making the customer’s products shine in the hearts of consumers.Products that were not mediocre have since become more distinctive. The advertising market situation in 2005 was severe in terms of profits, but Focus Focus, which was oriented towards "daytime", successfully avoided falling into "tragic growth". "Daytime" allowed Jiang Nanchun to gain both fame and fortune and shine; while the dynamic, fashionable, rich and eye-catching commercial advertisements attracted people's attention, they also won the attention of advertisers for Focus Media, which made it receive some international brand companies throwing it away. "Hydrangea".

Clearer and more powerful advertisements coupled with richer, high-quality, and thought-provoking content as much as possible; replacing the quality of content and information with the quantity of communication, Focus’s "daytime" is destined to be different and extraordinary. In the "Investigation Report on the Brand Awareness of Non-State-owned Media Organizations" released by "Media" magazine in 2005, the focus group, nicknamed "Louba" in the industry, was on the list.For this honor, Jiang Nanchun was very humble.In fact, "Louba" is not only aiming at "lou", Focus also plans to extend from "sword to high-end" to "sword to terminal".

Focus staking focuses on the quality of "land".Because, Jiang Nanchun knows, people who are active in high-quality buildings are often known for their intellectuality, fashion, and avant-garde, and many of them have international backgrounds, and they often have sharp thinking, broad vision, and increasingly innovative.Taking Beijing as an example, according to statistics from authoritative departments two years ago, in 2004, Beijing’s per capita disposable income was 15,637.6 yuan, of which 20% of middle and high-income earners had a per capita disposable income of around 28,000 yuan, while middle and high-income financial Assets per household reached 845,000 yuan.Therefore, they are the targets of Focus Customer's products.

Chen Lijie, then director of customer service at Nielsen Media Research, once said that Nielsen Media conducted on-the-spot inspections based on the list of the top 100 commercial buildings in China’s ten major cities provided by Colliers Property Management, the world’s largest real estate management company, based on the rental rankings. Among the TOP100 top business office buildings in China's top ten cities, the average coverage rate of Focus Media is 81.8%. What is even more unexpected is that whether to install LCD screens and what quality advertisements are played in the LCD screens has become one of the important indicators for measuring the "worth" of office buildings.Chen Lijie also revealed that the penetration rates of liquid crystal advertising media in the top 100 commercial office buildings in Beijing and Shanghai are 88% and 91% respectively, of which Focus accounts for 81% and 86% respectively.These data show the advantages of Focus in the field of high-end office buildings.

After completing the layout of "dots", Focus' future focus will be to occupy the mobile media space between dots; under the company's judgment standard for new media, just occupying high-quality buildings can no longer fully arouse Jiangnanchun's appetite , Unable to satisfy his ambition after going public. When the focus of market competition shifts to the terminal, Focus Group will also rush to recruit troops and dispatch troops to try to control the terminal market. Jiang Nanchun believes that "sword pointing to the terminal" will enable Focus to win more advertisers.He abides by his own advertising principles, "First, the purpose is not to disturb others, so the advertisements that exist between buildings, such as elevator poster advertisements, let you see these advertisements at a more boring time than advertisements; the second is Let people see advertisements when they particularly need advertising information, such as selling ???, people especially want to get product information, such as product prices, promotional information, etc. At this time, advertising is a kind of need for people, which is also specific time and space."

Practice has proved Jiang Nanchun's point of view.According to the data, "It turns out that multinational companies put 70% of their marketing expenses on advertisements other than the terminal market, and put 30% of their expenses on the terminal. Now multinational companies have changed their advertising strategies, and in turn spend 70% 30% of the cost is invested in other fields." The so-called terminal market is the end of the sales channel and the final destination of the manufacturer's sales.The terminal market bears the important task of linking the past and the future.The so-called linking up refers to the manufacturers and wholesalers of the upper link; the so-called opening up refers to the lower linking consumers.The basic rule of today's business sales success is, "Whoever masters the sales terminal is the market winner." Focus's involvement in the terminal market is not groundless.In the future, under the tactics of comprehensive penetration of international competitors, a single market advantage can no longer form an advantage. At the same time, "Owning a terminal means owning a consumer".Since Shulei achieved great results through terminal interception, the importance of terminal tactics was suddenly realized by those companies that were deeply involved in price wars or advertising wars, and thus began to worship terminal operations, using terminals as trump cards or life-saving straws. They have invested huge sums of money to make terminals, and for a while, the smoke of terminals suddenly rose.From the analysis of the current business environment, enterprises often do a good job in promotional activities and product placement at the terminal, but due to the lack of an effective communication platform, terminal advertising has always been a very weak link. On the other hand, commodity terminal sales are closely related to POP advertisements. POP advertising is the purchase of on-site advertising (Point of Purchase).It can grasp the psychological weakness of customers and use exquisite copywriting to emphasize the characteristics and advantages of the product to customers. POP advertisements are hailed as "the second salesman" because POP advertisements will create a good atmosphere in the store, and in recent years, consumers have increasingly shown a strong sense of music, color, shape, text, patterns, etc. interest.If manufacturers can effectively use POP advertisements, consumers will enjoy the interest of shopping, and the information at the time of purchase will have an impact on customers' purchasing behavior. The terminal is the determinant of the sales volume of FMCG.The needs of advertisers are opportunities for the development of Focus, and the effectiveness of end-market advertising encourages Jiangnan Chun to move his army and create a pyramid of Focus advertising media around consumers' lifestyles. "Be sure to look far ahead! Whether you are a person or an enterprise." In fact, Jiang Nanchun is very confident in the development of Focus's terminal market, and said frankly: "We will definitely start to make profits within a year." Keenly based on the market environment Focus, which has made strategic adjustments due to changes, did as Jiang Nanchun expected, and quickly gained a firm foothold with its strength. The initial Focus focused on stores and supermarkets.In fact, it is not Jiang Nanchun's first initiative to place TV advertisements in the store. Various supermarket chains have tried to install TV advertisements on the cash registers, but the results are not good.According to Jiang Nanchun’s analysis, first, these supermarkets used to be a single operation, and it was difficult to form a scale effect to communicate with advertisers; more importantly, Focus installed a large number of TV screens in the store, and the TV screens were parallel to the audience’s line of sight , can form mandatory ratings and enhance the impact, this is the real effective advertising media. "If in the daily chemical product area of ​​the store, if you look at all the TV screens all the way to play a brand's advertisement, and it is a combination of sound and picture, how does it feel to consumers? It will affect the sales of this brand. What impact?" Jiang Nanchun described excitedly. The establishment of the store network not only adds an advertising contact point, but also improves the outdoor video integrated marketing platform that Focus provides for customers.For example, if a brand needs to improve brand awareness and brand preference among white-collar consumer groups, it can use Focus Commercial Building Advertising Network; if it needs to directly stimulate the sales of a certain product and carry out seasonal promotions, it can use Use a store network. "We can design a series of packages for customers to help them achieve their marketing goals." Jiang Nanchun said happily. From "sword pointing to high-end" to "sword pointing to terminals", Jiang Nanchun once again led Focus to build a pyramid in the media field with his precise control of the market. The myth of Focus's growth continues to be staged after its successful listing.