Chapter 52 Demystifying the successful case of Focus Advertising

Without the support of customers, it is impossible for Focus Media to successfully build a huge media group.But how to persuade customers to accept Focus's new advertising communication mode requires more than Jiang Nanchun's persistence and enthusiasm. "Successful commercial advertisements are all aimed at solving a consumer's interests, and secondly, they must be able to convey the functional points that support the above-mentioned interests. That is to say, they should not just shout slogans, but must have reason to believe." Jiang Nanchun, who is good at attacking people's hearts, certainly knows how to impress potential customers of Focus Group, telling them that Focus Group "is not just attractive, but more of a win-win situation".Jiang Nanchun's "heart attack" equipment is actually very simple - PPT.He analyzes effective advertising cases in practice, speaks with facts, and impresses people with the results.

China's tourism industry has developed tremendously in recent years, but people's consumption concepts and consumption patterns are also changing. Leisure travel is becoming more and more popular. These people generally have more mature travel concepts and are used to booking their air tickets online or by phone. , hotels, etc., and control the time and content of the journey by yourself.This change in concept has also contributed to the expansion and rapid development of the online travel market.Although the domestic online travel market is still in its infancy, there are already a few initially successful online travel companies in the market, such as Ctrip and eLong.According to the statistics of the China National Tourism Administration, the current annual domestic online tourism transaction volume has reached 4 billion to 5 billion yuan, and it is expected that this rate will increase to 30% in the next one or two years.At present, the sales of several major online travel companies in China only account for 3% of the entire tourism market, and there is still 97% of the broad development space.

In this case, Mango.com was born, with natural advantages and clear positioning.In terms of natural advantages, Mango.com is invested by Hong Kong China Travel Service. It has an incomparable advantage from the very beginning. It integrates the entire Hong Kong China Travel Service's tourism resource platform. No matter in terms of funds, resources and operations, it is backed by Hong Kong China Travel Service Group; clear positioning On the one hand, aiming to build the most powerful online travel e-commerce platform in the Greater China region, the target audience defined by Mango.com is very clear: directly target the middle and high-end customer groups who love travel. An important point of difference between the product and the product.

With natural advantages and clear positioning, relying on strong marketing for powerful integration has become an important issue.Shanghai has always been a more sensitive market for online travel because of the preconceptions of online giant Ctrip.Although Mango.com has successfully opened up in Guangzhou, Shenzhen, and Beijing through a series of special marketing actions, the time to enter Shanghai is still scheduled to be half a year after its opening, that is, in September 2008, so as to fully fit in with Shanghai's "Eleventh Golden Years". week" tourist season.Mango.com plans to open the Shanghai market with the "October Orange Storm" campaign, with a budget of 5 million for brand and product promotion, including 3 million for TVs, 1 million for flat screens, and 1 million for building LCDs.

According to the main person in charge of Mango.com, because the new brand of Mango.com was launched in Beijing before, a three-month advertising and promotion campaign was carried out, and the amount of media investment was about 8 million. The combination strategy of TV, newspapers and outdoor media was comprehensively used. As a result, the market's response was not obvious, and brand awareness and sales fell far short of expectations.So this launch plan in Shanghai has been trying to find a better way. Taking advantage of the opportunity to enter the Shanghai market, Mango.com got in touch with Focus Media, which was very interested in it before. After several in-depth exchanges, Focus Media put forward new suggestions for its entire media plan, suggesting to focus all firepower on Focus Media’s life circle media Because traditional mass media such as TV and newspaper print media cover too many people, it will cause a lot of waste. More importantly, the TV budget of 3 million a month can occupy a very small share of voice in Shanghai TV, so Its advertising effect is also difficult to guarantee.Focus tailor-made a 3.8 million Focus life circle media group delivery plan for Mango.com to maximize advertising investment and output effects. This proposal was finally approved by the client, and Mango.com decided to readjust the media The launch plan is to quickly establish the popularity and sales of Mango.com among the target consumer groups in Shanghai only through the well-established media group of Focus Group.

From September 4, 2006 to October 1, 2006, Mango.com carried out the "Orange Storm in October" campaign through Focus's life circle media group, which was mainly divided into two parts: media and channels. The LCD TV network fully covers the target audience and greatly improves the popularity and brand image of Mango.com. On the other hand, it uses Focus's multiple channels to directly send product information to high-end people with great consumption potential. Through the channel marketing of Focus, Mango.com's advertisements can cover more than 2 million people, including 720,000 high-end elites and 1.5 million white-collar workers.

For online travel, snatching paying and effective members is the biggest competition point in the industry. After four weeks of advertising and channel launch in September, Mango.com quickly achieved It has achieved a rapid increase in brand awareness and a substantial increase in actual sales, and has achieved fruitful results. Two weeks after the ad was broadcast, the third-party organization CTR evaluated the effect of the ad played by Mango.com in the building. Judging from the arrival status of the ad, the mention rate of the ad before the reminder was 20% after the advertisement was launched on the building LCD TV of Mango.com for two weeks. %, reaching 63% after the prompt.Another 91% of the target audience expressed their liking for the advertisement of Mango.com.

Among the target groups targeted by building LCD TV media, 90% of those who have seen the advertisements of Mango.com have deepened their understanding of Mango.com, 79% have increased their favorability for Mango.com, and 71% have become interested.More importantly, 51% of the target audience have a higher intention to use Mango.com after watching the building LCD TV advertisement. Undoubtedly, Mango.com’s airborne landing in Shanghai has once again chosen a powerful partner—Focus Media. Through the best way of combining media placement and channel placement, within a short month before the “October Golden Week” comes, , so that their popularity and preferences are rising steadily.The success of mango.com in Shanghai is precisely due to the full play of the effect of the media group in the focus life circle.

According to the feedback from the customers of Mango.com, the effect of the media group in the focus life circle has been fully affirmed. 1. The number of website visits has increased dramatically.According to the monitoring data of foreign authoritative website traffic monitoring Alexa website, the number of visits of mango.com has rapidly increased from the original global ranking of 12,000 to around 4,000 in September and October. 2. The customer service phone lines are full. The 280-seat call center had only half of its utilization rate. After the advertisement was placed, all the calls were full. During peak hours, 30% to 50% of the calls could not be connected.

3. Ticket sales skyrocketed.Mango.com's air ticket sales have already ranked among the top two companies in all industries in Shanghai.Cooperate with the strong and take advantage of the opportunity to climb to a higher peak. This is why Mango.com has been able to quickly taste the most delicious piece of chocolate on the cake since its early days. LG's chocolate series product KG90 achieved impressive promotion performance in 2006. From the perspective of communication, it was a very successful promotion. At the same time, LG also achieved excellent sales results. Since then, LG has brought the "Black Label" high-end concept to mobile phone products, and launched the "Black Label" representing its top technological strength - "Golden Chocolate" KG90n, adding "Gold Line" and "Silver Line" design, aristocratic , Reinterpret "luxury mobile phone" from a stylized perspective.

As the top product of the chocolate family, KG90n, LG also has high expectations for the launch of this product, hoping to create more brilliant performance. The main target audience this time is 30-40 years old, people who pay attention to life quality, mature and confident, and actively pursue themselves.Therefore, in the process of advertising communication, more emphasis is placed on perceptual value design for functional attributes, and what is provided to consumers is not only famous brands, but only my unique personalized value. Network promotion tasks: KG90n product new product promotion, product launch maximized notification, while improving the concept of LG chocolate series, promoting KG90n while bringing out the previous chocolate products. KG90n is the first product of LG's high-end mobile phone series "Black Label Series" (abbreviated as "BLS") in China, and the concept of "Black Label Series" should be reflected in the communication performance. The time of promotion is before the Spring Festival. For mobile phone companies, before the festival every year is a very important time for promotion, and advertising will greatly promote the promotion. Implementation process: Cognitive transformation of chocolate series products: In the specific implementation process, the first thing we do is to change the impression. Everyone has a strong impression of the previous chocolate phone, and we want to change their impression of the KG90n. The audience of KG90 is relatively young, while KG90n is relatively mature. We want to change their age impression of 90n. The appeal and performance should lead people from the magic, mystery and sexiness of chocolate KG90 to the world of boutique, extreme, taste and connotation of chocolate KG90n. Key points of network communication: Create a new impression of high-quality, extreme, tasteful, classic, and connotative; create a sense of identity and intimacy, and do not let the product distance from consumers; in the overall brand mobile phone, it is necessary to convey that "Black Label" is the top series of products in LG mobile phones synonymous with. Chocolatey Times network debuts: The intro-page page is used for the first time in minisite, the purpose is to present the chocolate family as a whole and increase the audience's impression of the chocolate family; The home page is made in 3D, showing the unique appearance of the product from multiple angles; The "BLS" icon on the page is always placed, and you can click to understand the connotation of LG "BLS"; The Chocolate Age channel sets up the daily life scenes of the audience in the form of video, and at the same time integrates product features and the high-end concept of "BLS" into it, subtly influencing the audience; The chocolate function channel is set up to show the functions of the golden chocolate one by one, so that the audience can have a comprehensive understanding of the golden chocolate products; In order to attract the audience to have a deeper understanding of the product and increase the time spent on the website, Chocolate Fantastic Channel has set up a test game that is widely loved by white-collar workers.The game is divided into male and female versions according to gender. The product and the concept of "BLS" are integrated into the testing process, so that the audience can constantly experience the connotation of the product while playing the game; On the download page, wallpapers, screens, and TVCs are set in the form of an art gallery, which is integrated with the high-quality and high-end concept conveyed by "BLS". From May 3rd to 23rd, and June 14th to July 4th, 2007, Liushen Ice Cool Super Refreshing Shower Gel was advertised on LCD TV media in Focus Media Beijing and Nanjing stores.Among them, from May 3rd to 23rd, 2007, in the form of consecutive weekly releases, the advertisement of Liushen Ice Cool Super Refreshing Shower Gel was played twice for 15 seconds in each advertising cycle. From June 14th to July 4th, in the form of continuous weekly delivery, a 15-second advertisement of Liushen Ice Cool Super Refreshing Shower Gel will be played once in each advertising cycle. After a total of 4 weeks of advertising, around June 30, Focus conducted a survey on the effectiveness of the advertising.The interviewees are the shower gel buyers of the day, aged between 20 and 55, and are the main decision makers or participating decision makers of the brand. The advertising slogan "Liushen Ice Cool and Super Refreshing Shower Gel, Cool and Super Refreshing, Shared by the whole family" is used in the store. The effect of Liushen's placement on Focus LCD TVs is very impressive: the awareness of the advertisement has reached 58%, and the audience at the time The average frequency of watching advertisements in stores is 1.74 times. (See Figure 9-2) Regarding the influence of the purchase on the same day, the survey found that in Beijing and Nanjing, those who saw the TV commercials of Liushen shower gel at home and the LCD TV commercials in the store at the same time had the highest purchase rate on the same day, reaching 29%.The purchase rate of those who only watched LCD TV advertisements in stores was 19% higher than those who only watched TV advertisements at home. According to the survey on the influence of future purchases, the effect of Focus’s LCD TV advertisements in stores is 20% higher than that of household TV advertisements. 36% of people who watched Liushen Shower Gel home TV advertisements and LCD TV advertisements in stores at the same time said that Will be the priority to buy in the future. Schrader, CEO of Citibank China, once said: "Choosing a communication platform like Focus Media is especially important for Citigroup or the banks. Focus Media uses the audience to wait for the elevator to attract the attention of potential customers, and its effect is very good. .Focus Media provides an extremely effective way for us to reach our target customers.” In fact, for all target customers, Focus has become an extremely effective way of brand communication.After several years of development and accumulation of successful experience, there are countless enterprises and products that have benefited from Focus.From the early household appliances and food, daily necessities and cosmetics, to all kinds of advertisements including financial insurance, digital, IT, mobile communications and real estate, the forms and contents of advertisements have begun to diversify .Deng Chengfeng, manager of Caldenton's image promotion department, commented on Focus: "What we are looking for must be the most suitable." Ding Zuyu, president of Shanghai Real Estate Sales Co., Ltd. also believes that "Focus Media is a new weapon for real estate advertising." Relying on clear audience positioning, expression forms combined with brand and terminal characteristics, comprehensive network coverage and high cost performance, Focus not only has a strong influence on sales terminals, but also has won high recognition among advertisers , I believe that this strong sales terminal "video influence" will once again become the new focus of the media industry.