Chapter 9 Chapter 9 The fragrance of wine also relies on the wind to blow publicity and create momentum to make money

To celebrate the completion of the Panama Canal, the U.S. government held the Panama International Exposition in San Francisco, California in 1915.When the news spread to the remote Guizhou, the government at that time thought of Moutai, the "wine crown in Guizhou people's country", and immediately notified Chengyi Wine Room, Rong Taihe Wine Room to participate in this exposition that would make the motherland famous.The bosses and workers of the two wine rooms held their breath and prepared carefully in order to win glory for the country. Wine is one of the major categories in the Panama International Exposition, which is attended by more than 500 groups from more than 40 countries.Among them are whiskey from Scotland, brandy from Cognac from France, vodka from Russia, and sake from Japan.

Although Moutai is good, it was "brought in a boudoir and unknown to people" at that time. In addition, China's industry was very backward and its international status was very low. No one cared about it at all, and the organizing committee even refused to award it. At this time, the angry Chinese representative was so quick to think that he deliberately smashed the Moutai in earthenware jars into the exhibition hall. The fragrance of Japanese wine does not go away, and people from all over the world are shocked. "Liuxiang" is the unique skill of Moutai, so it caused a sensation in the whole expo.Moutai was added as a gold medal, and since then it has been ranked among the world's three famous wines and has been prosperous for a long time, and is regarded as China's national wine.

If the product is good enough, let the product "speak" for itself and create momentum for itself. "Baijiahei" is a product developed by Gaitianli Pharmaceutical Factory in the mid-1990s, and it is the first time in China that the drug administration method of day and night is separated. When the product was launched, the advertising slogan "Eat white tablets during the day, don't fall asleep; eat black tablets at night, sleep soundly" became a household name, which formed a huge market impact. In just half a year, it divided 15% of the national cold medicine market. In almost a joint venture Gained a place in the cold medicine market monopolized by brands.

In fact, before "Baijiahei" was put on the market, there were already many famous brands of cold medicines on the market, such as "Contac", "Park", "Sanjiu Ganmaoling", "Gaomaotong", etc., and all of them have been sold. With considerable popularity.However, Gaitianli Pharmaceutical Company is a latecomer and catches up from behind, and has created a famous brand in the fierce competition of strong competitors. Gaitianli Pharmaceutical Company started with market research and carefully studied its competitors.They found that the prescriptions and administration methods of medicines for treating colds have been consistent for decades, and they are the same as each other, unchanged and lacking in innovation; in the use of medicine colors, they have always used a single color, mostly white.At the same time, they heard a report from the patient that it is easy to fall asleep after taking cold medicine, which affects normal study and work.The common "shortcomings" of similar products are the opportunities for developing new products.

Therefore, Gaitianli Pharmaceutical Company deliberately innovated and positioned new products as "seeking differences in the same". After repeated research, they finally formed a complete set of product creative solutions.New products come out, and unique ideas are extended and radiated in all directions on the basis of black and white.The product is named after "white plus black", and tablets with different ingredients are taken during the day and night.The white tablet taken during the day removes the chlorpheniramine ingredient that is commonly found in common cold medicines, so that the user does not drowsy during the day; the black tablet taken at night increases the hypnotic ingredient, so that the patient can sleep soundly.The corresponding advertising slogan is as follows: "Take white tablets during the day and you will not drowsy; take black tablets at night and sleep soundly; eliminate colds and distinguish black and white."

Since building momentum, it is necessary to have a unique strategy in order to achieve the effect of standing out from the crowd. One of the differences between rich and poor: 1. Rich people believe: I create my own life!But the poor only believe that everything is predestined. 2. The rich want to "win" in the money game, while the poor want to "don't lose" in the money game. 3. The rich are determined to stay rich, while the poor just want to be rich. 4. The rich think in the big picture, while the poor set limits on themselves. 5. The rich focus on opportunities while the poor focus on obstacles.

6. Rich people look up to other rich and successful people, while poor people hate rich and successful people. 7. Rich people hang out with positive, successful people, while poor people hang out with negative, unsuccessful people. 8. Rich people are willing to sell themselves and their values, while poor people are disgusted with marketing. In the 1970s, on NBC's "Tonight" program, a male model was successfully launched to sell women's products. The ad opens with the camera zooming in on a pair of beautiful legs in stockings, and a soft female voice tells the viewer: "The following ad will prove to American women that Meteor stockings will make any shape of leg very beautiful. With the voice-over, the camera slowly moved up the legs, and the audience curiously saw the green-gray shorts and baseball player sweats worn by the model, and finally found out that the person wearing these stockings was a man—the famous baseball player Joe Namis!

He smiled and said to the surprised audience: "Of course I don't wear long women's stockings, but if beautiful women's stockings can make my legs so beautiful, I think it can make yours beautiful." More beautiful." Namis said so, making Meters products a household name all day and night, and he also became the most famous male model at that time. The advertisement of "dog bites man" cannot attract attention, but the advertisement of "man bites dog" can attract everyone's attention. The second difference between the rich and the poor: 1. The rich think they are bigger than the problem, and the poor think the problem is bigger than themselves.

2. The rich are willing to accept, but the poor are slow to accept. 3. The rich choose to be paid according to the performance, while the poor choose to earn according to the working hours. 4. The rich want both, and the poor choose one. 5. The rich look at net worth, while the poor look at work income. 6. The rich are good at managing money, while the poor are controlled by money. 7. The rich make money with money, while the poor make money with hard work. 8. The rich act even when they are afraid, but the poor do nothing because they are afraid. 9. The rich are always learning, while the poor think they know it all.

Advertisement placement requires skill, not only in crowded places, but also "unknowingly". At the beginning of 1998, the manager of Caishikou Department Store in Beijing was looking forward to the Longtan Temple Fair.Sure enough, when the temple fair started on New Year's Eve, the manager of "Caibai" was very happy.Look, the Spring Festival Gala on TV has started, and the shopping mall is still full of people. That night, the highest daily sales record of 1.18 million yuan was set. On the first day of the Lunar New Year, at the gate of the Longtan Temple Fair, crowds of tourists walked straight to the "Caibai" free shuttle after visiting the temple fair, and happily said to others that "this trip is worthwhile". I made a special trip to take the bus to "Caibai", sincerely wanting to buy something there.

It turned out that "Caibai" spent 26,000 yuan to print 121,000 tickets for the temple fair.They printed the station name and discount card of Caishikou Department Store on the left side of the ticket.On the right side of the ticket is written: from the 30th of the new year to the sixth day of the first month, cut this ticket along the dotted line, and you can go to Caishikou Department Store for shopping.5% to 30% discount on some products.The route map from Longtan Temple Fair to "Caibai" is printed below.Emotional words were printed on the back of the ticket: "All the staff of Caishikou Department Store extend their festive greetings to the people of the capital!" Don't underestimate this ticket. From the 23rd of the twelfth lunar month to the sixth day of the first lunar month, the total sales of "Caibai" reached 7.86 million yuan, an increase of 68.9% over the same period last year. The advertising expenditure of 26,000 yuan was exchanged for the sales of 7.86 million yuan. This advertisement was too successful. A factory that produces kitchen knives in Shenyang City is unsalable. There are tens of thousands of high-quality kitchen knives backlogged in the factory, and no one cares about them.How can we expand the influence of our kitchen knives?Advertise it, a kitchen knife only sells for a few yuan, and you can't even afford the advertising fee. Therefore, the factory manager mobilized all the employees in the factory to make suggestions and strive to sell the backlog of kitchen knives with little or no money.After working together, the employees found inspiration from the matchboxes they use every day.They cooperated with the match factory to reprint a batch of new matchboxes, each box was printed with this sentence: "This matchbox is 5 yuan, use it to go to ×× factory to exchange for a kitchen knife, and the discount is 5 yuan." After these new matchboxes were put on the market, they became a topic of discussion in the streets and alleys for a while. Many people rushed to buy this kind of matches, and then went to the kitchen knife factory to change their kitchen knives.Soon, tens of thousands of kitchen knives were sold out, and the problem of product backlog was solved by a small matchbox. The factory did not spend a penny on advertising, and the match factory also took the opportunity to sell a lot more matches. If it weren't for the matchbox to create momentum for the kitchen knife, maybe the price reduction of 10 yuan would still not be sold. Ma Ji had such an idea in the cross talk "Universe Brand Cigarettes", that is, to print a Liangshan hero on each pack of cigarettes, and those collectors will buy 108 packs of cigarettes one after another.In fact, this idea has been used a long time ago. In the 1930s, the cigarette market in Guangzhou was fiercely fought.For a period of time, "Three Fortresses" and "Pirate" brand cigarettes produced by British and American manufacturers flooded the market, making domestic cigarettes almost nobody cares about. In order to save the crisis, the owner of Shanghai "Huacheng Company", which produces "Meimei" brand cigarettes, came up with a clever plan to hide a small portrait of 108 heroes in the cigarette pack.He stated that anyone who has accumulated a full set of "Liangshan men and horses" can go to the agents of "Huacheng Company" in exchange for two taels of gold. As soon as the advertisement came out, citizens rushed to buy "Meimei" brand cigarettes, hoping to get "two taels of gold" with the mentality of giving it a chance.Within a few days, "Meili" brand cigarettes were sold out.But for some reason, no matter how many small portraits of the characters in the Water Margin are accumulated, there is always a lack of "Han Tao, General of Yum". Some people who were only short of this one simply bought boxes of cigarettes, but they still couldn't find Han Tao's small portrait.As a result, the phrase "look for Han Tao when smoking" has become a catchphrase among smokers.Although no one has been able to recruit all the "Liangshan people", the "Meimei" brand cigarettes have won the market since then with this gimmick. Smokers want to smoke anyway. If there is hope of making a fortune by smoking a certain kind of cigarette, of course they will flock to it. At the end of the Qing Dynasty, a periodic disease-malaria was prevalent in South China.Liang Peiji, who graduated from Guangzhou Boji Medical School, has the heart of growing hair and making medicine to help the world. He uses the western medicine "quinine sulfate" which has special effects on malaria treatment as the main raw material, and mixes it with Chinese medicine licorice powder to make small pills, which are sold in the form of Chinese patent medicine pills. Named "Liang Peiji Faleng Pills", it created a precedent for the combination of Chinese and Western medicine. The medicine has been produced, how to let the common people know about this medicine?In the absence of advanced publicity media such as television at that time, Leung Peiji came up with a unique advertising method.He first asked people to write "Liang Peiji is cold" on the walls of some of the most important streets or buildings in Guangzhou.At that time, as long as the common people saw the word "chill", they would feel nervous, afraid of contracting this disease.But at the same time, he thought that "Liang Peiji" had malaria and should seek medical treatment. Why did he write on the streets to show people?Therefore, it aroused all kinds of suspicions. Moreover, "chill" in the local colloquial language means a little crazy.As a result, the passers-by all talked about it—"Who is Liang, who sells advertisements when he's cold? It's not because he's insane." A few days later, a "nine" was added after the five characters, which became "Liang Peiji's cold nine", because "nine" and "jiu" are homophonic, which is even more shocking.Just when everyone was puzzled, Liang Peiji asked someone to add a dot to the word "nine", and this finishing touch became "Liang Peiji's cold pill". At this time, everyone woke up like a dream, and realized that someone was advertising for "Liang Peiji Fever Pills", so they paid attention to this new pill.Liang Peiji immediately sent someone to explain to the street that "Liang Peiji Fever Pill" is a pill just developed by Liang Peiji Pharmaceutical Factory, which has a unique effect on treating malaria.In this way, the strange story of selling pills and the unique curative effect of the pills against malaria spread throughout the city of Guangzhou overnight.When everyone rushed to buy this new pill, Liang Peiji became a wealthy businessman in Guangzhou. This advertisement is like talking about cross talk, with layers of preparation in front of it, and the beautiful baggage is shaken out at the end, which makes people remember it in their hearts. Four entry points for college students to start a business: For college student entrepreneurs with limited capital, ability, and experience, it is not "gold everywhere".Only by identifying the "foothold" according to their own characteristics can college student entrepreneurs break out into a new world that truly suits them. 1. Software development, web page production, network service, mobile game development, etc. in the high-tech field, and attract college students to invest in venture capital. 2. In the field of intellectual services, intellectual services, intelligence is capital, and the cost of entrepreneurial projects is lower, making it easier to earn the "first pot of gold".Such as tutoring, tutoring agencies, design studios, translation firms, etc. 3. In the field of franchising, choose franchise stores of mature brands, franchise projects with little start-up capital and low manpower requirements, such as fast food, housekeeping services, small campus supermarkets, digital quick printing stations, etc. 4. Open a shop.On the one hand, it can make full use of the student customer resources of colleges and universities; on the other hand, it is easier to get started because of familiarity with the consumption habits of peers.Such as restaurants, coffee shops, hair salons, stationery stores, bookstores, etc. in colleges or surrounding areas. "Sell one get one free" is a common promotion method for merchants, but the two "ones" before and after this may not be the same concept. It is possible to sell a cow and get a cow hair for free.But there are also such "lunatics" who dare to sell a car and give a car away. There is an automobile factory called Oldsmobile in Connecticut, USA. Its business has been bad for a long time, and the factory is facing bankruptcy.The president of the factory reflected on the operation and production of the factory, and concluded the reason for the failure of the enterprise: poor sales.Due to the backlog of a batch of cars, the funds cannot be returned, and the interest on warehouse rent is also heavy. Aiming at the existing problems, the president carefully compared the marketing techniques of competitors and other commodities, and finally designed a bold marketing method, that is, "buy one get one free".The factory published a special advertisement in major national newspapers: Whoever buys a Toronado brand car can get a "South" brand car for free. Oldsmobile Automobile Factory made a blockbuster with the extraordinary way of buying a car and giving a car as a gift, which made many people admire and spread the word to each other.After seeing the advertisement, many people traveled far to see what happened.The distribution department of the factory was full of people all of a sudden.The overstocked cars that no one cared about in the past were bought for $21,500. The factory also fulfilled the promise of the advertisement one by one. Anyone who bought a Toronado brand car would give a brand new "Toronado" car for free. South" car.If the buyer does not want the car as a gift, a rebate of $4,000 can be given. Oldsmobile Auto Works implemented this trick, which saved about $5,000 per car in revenue, but it sold out the backlog of cars.In fact, if these cars are backlogged for a year and cannot be sold, the loss of interest, warehouse rent, and maintenance costs for each car will be close to 5,000 US dollars. This move not only made the "Toronado" brand car famous, increased its popularity, and increased its market share, but also brought out a new brand-"South" brand. "appeared, and with more gifts, it slowly became famous.In this way, the Oldsmobile Automobile Factory was brought back to life, and the business has been booming ever since. Be willing to give up the immediate benefits, so that consumers can get a lot of benefits, so that the momentum can be more deeply rooted in the hearts of the people. At the beginning of 1995, the little-known Ningbo Golden Eagle Group won the auction with a price far beyond the psychological price of ordinary people - 13.8 million yuan, and became the new owner of the pair of retired palace lanterns that participated in the founding ceremony of the Tiananmen Gate Tower.This move immediately caused a sensation at home and abroad, making Golden Eagle Group famous in one fell swoop. After careful analysis, the return of this investment of tens of millions to buy palace lanterns is more than tens of millions. Increased corporate visibility.During the nearly one year period from the release of the auction information by China Guardian International Auction Company to the hammering of the auction, more than 500 news organizations at home and abroad have reported on "Golden Eagle and Palace Lantern" from multiple angles, sides, and levels. The popularity of Golden Eagle Group has achieved a fission effect that is elusive, and it has become famous all over the country and overseas.If there were no Golden Eagles to bid for the first prize and take away the Red Palace Lantern, its reputation would probably still be "raised in a deep boudoir and unknown to others". Established an excellent corporate image.After the Golden Eagle Group successfully bid to become the owner of the Tiananmen Palace Lantern, the most prominent feeling of the Golden Eagle people is that the business is doing well, and people believe beyond doubt: the Golden Eagle Group is excellent!The strength of Golden Eagle Group is strong!After the successful bidding of the palace lantern, Golden Eagle went to a large steel factory in Shanghai to buy steel, and the other party signed the contract immediately at the preferential price of the old customer without saying a word.In addition, many well-known enterprises have come to discuss cooperation projects with Golden Eagle. Inflated corporate tangible assets.Spending a huge sum of 13.8 million yuan to buy back a pair of old palace lanterns, on the surface it created a sensational news effect, but in essence it was a strategic investment.Because this pair of palace lanterns, which are the only palace lanterns that have flowed into the people and participated in the founding ceremony, has a high collection value. After a few years, it may increase in value to several 13.8 million yuan. Accumulated the intangible assets of the enterprise.The size and strength of an enterprise's intangible assets are even more important than tangible assets. It is the source of survival, development and growth of an enterprise.The accumulation of intangible assets is far more difficult than the accumulation of tangible assets. After decades of development, many companies have already gained considerable strength in tangible assets, but intangible assets are often minimal.A business miracle like Golden Eagle Group, which relies on a strategic investment project to rapidly expand the intangible assets of the company, is extremely rare in the history of Chinese and foreign commercial economies. The Golden Eagles took advantage of the opportunity to become famous, and did not hesitate to spend tens of millions of yuan to bid for the old Tiananmen Palace Lantern.Such a feat is a resounding strategic investment for Golden Eagle's market development and a long-term strategic project for Golden Eagle to spread its wings and take off. Napoleon tooth worth £8,000: A tooth purported to belong to French Emperor Napoleon Bonaparte is up for auction in the UK with an estimate of £8,000 (about $14,100).The appraiser Chris said: "As we all know, Napoleon suffered from toothache in 1816, which later caused oral inflammation and was diagnosed with scurvy. Before Napoleon died in 1821, his body was already very weak. His gums were soft and very easy. Bleeding and all teeth are gone." The tooth being auctioned is a canine on the upper right side of his mouth.It was probably taken down by Napoleon's physician and given to Francismacaroni, assistant to the King of Naples.The tooth was kept by the macaroni family until it was acquired by its current owner in 1956. In the Qing Dynasty, there was a time-honored brand in Beijing called "Big Cigarette Pot", under the guise of a very conspicuous wooden big cigarette pot hanging in front of the door.It stands out from the crowd among all kinds of shops.Its original name was Tianhe Synthetic Wool Shop, and it was specialized in selling women's needlework. Why did it use old men's cigarette pots as a cover? This is the boss's unique method of building momentum.Initially, like other businesses, Tianhe Group hung a "comb" at the door as a pretense.Why use a comb as a cover?It turns out that woolen shops at that time mainly sold women's products such as needlework and cosmetics, and most women at that time were illiterate, so the woolen shop hung a comb or a lock of cotton thread in front of the door as a cover so that illiterate women could identify them. One day, a woman in the countryside heard that Tiancheng had everything available at a low price, so she rushed to the city with two other women early in the morning.Because they only knew that Tianhe was in the flower market area, they didn't know the exact location, so they wandered around for a long time, but they couldn't find it.The two women who came with them went back angrily, and the woman who stayed behind searched for a long time, and finally found this place after being pointed out. After Liu Fucheng knew about this, he was shocked.He thought that most of Tianhe's customers were women, and few of them could read and write. Just using the comb as a cover, they couldn't tell which Tianhe was looking for.What's more, Tiansheng's front door is small, so it will take a lot of effort to find it. It is likely that many customers who are going to come to our store have either "accidentally" gone to another store, or have gone to another store "in a fit of anger", making themselves feel uncomfortable. Lost a large number of customers who should have belonged to him in vain. So, Liu Fucheng began to think about what kind of cover to put on so that people can see that this is Tiancheng at a glance.At that time, shops selling wool were either hanging combs or hanging wool as a pretense. If Liu Fucheng wanted to continue to hang this kind of pretense, he might make customers go to the wrong door and continue to lose some buyers.After much deliberation, he finally came up with a good solution: ask a carpenter to make a big cigarette pot with a length of about 3 feet, a thick teacup mouth, and painted with black paint.In order to be eye-catching, another red cloth was hung underneath, and the big cigarette pot was hung in front of the door as a cover.Soon, the "big cigarette pot" spread like wildfire, and became almost a household name in Beijing. Now that it is creating momentum, it must be different, so that customers will fall in love at first sight and never forget it. In addition to the abstract concept of "fame", building momentum has another meaning, which is the "momentum" of the specific concept, which makes people visually shocked and intuitively feel their own strong strength.In this regard, Chaoshan people are masters. When they open a store, they often connect the storefront with the warehouse. On the surface, it looks very messy, with goods piled up everywhere, and it is even difficult to settle down.In a typical "chao business district", the general impression given to people is that it is crowded with people and extremely lively. Chaoshan people also like to pile up a lot of goods in the store and open up the store wall.Create a situation where the supply of goods is sufficient and the popularity is strong. In particular, some Chaozhou vendors who sell clothing have knocked down all the walls in the store, leaving only the cement frame columns.And the stalls extend out of the store in a large area, and the clothes are even hung on the outer wall. The original 30 square meter shop has become about 70 square meters.They never rent warehouses, and all the goods are piled up in the center of the store, and even the empty boxes that are sold out are deliberately not removed, but piled up high.This looks like the most vivid advertisement: look, my business is hot!It gives people the feeling of large scale, sufficient supply, and strength, and foreign merchants are very impressed by this. The basis for the success of this kind of momentum is that people have the psychological phenomenon of conformity.There is often such a phenomenon in life, the more no one buys, the less people will buy, and if there are people queuing up to buy, the queue will get longer and longer. Fangkong Shiwen Copper Yuan in Anhui: The history of copper yuan in my country is generally believed to have been cast in Guangdong by Li Hongzhang, Governor of Guangdong and Guangxi in the 26th year of Guangxu (1900), to the 37th year of the "Republic of China" (1949) when the Kuomintang government The rule of the mainland came to an end, which lasted 50 years. The number of copper coins produced in the past 50 years is extremely large, the format is extremely complex, and there are many precious varieties among them. Among them, Anhui's square hole ten-character copper yuan is made of red copper.A hole is cut in the center of the coin face, "Guangxu Yuanbao" and a bead ring are cast outside the hole, "Made in Anhui Province" is cast on the upper edge, "ten coins per yuan is made of money" on the lower edge, and "Baowan" in Manchu is cast on the left and right sides. ; Outside the square hole on the back is a picture of a dragon (commonly known as "Lilong"), with "Anhui" cast on the upper edge and "Shiwen" cast on the lower edge, and a flower star cast on each side, commonly known as "Plum Blossom Star". ".Anhui Fangkong Shiwen Copper Yuan has a total of about ten pieces in total.Although this level of rarity cannot be said to be at the top of the list, it has attracted the attention of the world because of its special shape. Hong Kong people pay attention to auspicious numbers.From 1 to 9, there are 4 auspicious numbers, among which 8 is the most popular, and 8 is an auspicious sign for getting rich, so it is naturally very popular.The remaining auspicious numbers are 9 (meaning long), 6 (meaning wealth), and 7 (meaning gain). Air Canada took a fancy to Hong Kong, a land of feng shui, and specially opened up shipping routes, taking out two giant planes to fly to Hong Kong.Unexpectedly, after the opening of the route, Hong Kong passengers have been staying away. Even if some Hong Kong people came to the door, after finding out the situation, they all changed to book tickets with other airlines, which puzzled the relevant personnel of "Air Canada".After being pointed out by someone, I found out that the problem lies in the serial numbers of the two planes of the company. One is numbered "858", which means Fa in Cantonese!Come on!Get rich?No!Another aircraft numbered "859" made a fortune?Soon. The root cause of the disease was found, and the foreign boss corrected it when he knew the mistake, and immediately went to the countryside to do as the Romans did. The two passenger planes were immediately renumbered, one was numbered "888", "Fat! Fat! Fat!" The other was numbered "889", "Fat Cai, Fa Cai, It’s been a long time”, when the number was changed, there was a situation of scrambling to book tickets. In addition to being loud and connotative, the names of stores and products must avoid unlucky homonyms. This is not a superstition, but a respect for consumers. Chinese cooking is very famous in the world, not only because Chinese dishes are delicious and delicious, but also because many Chinese dishes have funny and witty names. The names of some dishes are elegant and magnificent, with profound meanings and full of festive and auspicious atmosphere.For example, bean sprouts are called "dragon's beard", eggs are called "Furong" or "Phoenix", chicken wings are called "Huaxiu", chicken feet are called "phoenix feet", and tofu is called "white jade".Although the words are a bit joking, customers don't care about them. Instead, they think "dragon beard" and "white jade" sound much better than bean sprouts and tofu. The names of many dishes are luxurious and elegant, and one look at the names of the dishes gives people a feeling of jewels and resplendent.For example, "Pearl Agate Jade Soup" is nothing more than tofu, tomato and vegetables, but the name is so vulgar and beautiful, the image is vivid.For another example, putting pork legs into chicken wings is called "dragon wears phoenix clothes"; putting soybean sprouts on tofu is called "golden hook hanging jade brand"; Adding a fish is called "Sea, Land and Air Forces". There are also special dish names for congratulations or symbolizing auspiciousness.The most representative one is the "more than every year" fish on the reunion dinner table.In addition, fried pork ribs with bamboo shoots is "step by step"; pig's trotters with fat vegetables is "rich in hand"; mushrooms placed on green vegetables become "money everywhere". There are also some dish names using ancient idioms, which are easy to understand and can leave a deep impression on people.Stir-fried chicken slices like squid are called "Youlong Xifeng", fried chicken liver and duck meat with bitter gourd are called "Bitter Phoenix Lianluan", fried tomatoes with spinach are called "Cuiliu Tinghong", jellyfish skin mixed with shredded radish is called "Jinshengyuzhen". Putting a bright red pepper on the silk is called "Treading Snow to Find Plum", putting pig's blood or duck blood on the soybean is called "Blue Blood and Yellow Sand", and putting quail eggs on the duck's paw is called "Pearl on the Palm".There are also preserved eggs, salted duck eggs, tea eggs, braised eggs, etc. put together and called "Danfeng Chaoyang"... Elegant dish names add cultural heritage to the food, but it is also a kind of business strategy, which is to attract customers with attractive names and raise prices to make money.Assuming that a plate of fried bean curd with bean sprouts is worth 2 yuan, if it is called "Golden Hook Hanging Jade Brand", it may sell for 10 yuan.If the store names the dishes plainly and directly, such as scrambled eggs, sauced elbow, bear's paw, pork rib soup, egg soup, and tofu soup, although they are real and popular, they will not make more money for the store. Giving a good name to a dish may be a trick of our ancestors.The traditional catering industry is like this, and many modern industries should do their part to "the Eight Immortals cross the sea, each showing their magical powers". Emperor Qianlong's tablet was auctioned at a high price: The tablet of Emperor Qianlong, which flowed out of the Qing palace a hundred years ago and was recovered from Germany, was auctioned in Beijing for 4.62 million yuan.This tablet is 32.5 cm high, with a solemn and solemn overall shape, surrounded by nine dragons, with flying eyebrows, and Manchu characters are engraved on the center, which means "Emperor Gaozongchun" (Emperor Qianlong).The tablet was originally enshrined in the palace, but it was lost overseas due to the war in the late Qing Dynasty.In the past, the mysterious collection of the royal family has always been the darling of cultural relics and art auctions. From the emperor's calligraphy and paintings to jade seals, almost all of them have been proven worth at the Beijing auctions in recent years, which has also feasted the eyes of the industry. In order to choose a good name for their children, parents can work tirelessly and rack their brains in order to get the best name, which is both profound and catchy. It can be described as well-intentioned.Similarly, choosing a good name for a product can help the product quickly fly into the eyes of consumers. At that time, "Yunda Technology" developed a biopesticide that helps the growth of flowers and plants and prolongs the flowering period. The market sales position is not in rural areas, but in thousands of households in cities.Because it is very common for urban families to raise flowers and plant grass, and nearly 70% of families in big cities such as Guangzhou, Shanghai, and Kunming have grown flowers.It should be said that this product is targeted to a certain extent and has great market potential. However, when the company named the product, it followed the traditional naming method of pesticide products and named it "Flower Growth Booster".There are already many products with similar names, and the main sales targets are rural flower planting professional households, farms, urban park gardens, greening maintenance units, etc., but "Yunda Technology" named its brand-new concept biological product "Flower Growth Booster", It fundamentally violated the original intention of product development, causing a fundamental dislocation between its product name and consumption positioning, and the sales results can be imagined. Later, the company realized the seriousness of this problem and decided to completely break the traditional way of naming pesticides, and finally creatively planned a refreshing and excellent product name - "Flower Messenger".This cute name made the company quickly open up the market. Good product naming is not only easy to market, but also gives people artistic enjoyment, which is full of praise.Such as "National Beauty and Heavenly Fragrance" and "Golden Years" in wine; "Wait. In 1915, Luzhou Laojiao won the gold medal of the Panama International Exposition, and four old cellars in Luzhou Laojiao, which have been used continuously for 430 years, were identified as national key cultural relics and listed as national treasures. Therefore, the Luzhou Laojiao wine production ceremony was only held on grand festivals or when VIPs inspected it, and the wine production ceremony on September 8, 1999 was even more significant, because this event had a strong political color. Luzhou Laojiao Group used its "National Treasure Cellar Pool" to brew 2 tons of precious fine wine, packaged 1999 bottles, and numbered each bottle out of print.Except for 4 bottles of public auction, the rest are not in circulation in the society.Among them, two bottles of wine numbered 0002 and 0003 were presented to the first chief executives of Hong Kong and Macau respectively.The rest will be kept as treasures of Luzhou Laojiao, and will be given away during major national festivals or celebrations.The event gained a huge social sensation. After a grand campaign, there can be a wonderful foreshadowing. Such a campaign is the highest level. Eight characteristics of the world's richest man: The world's richest man has the following characteristics: 1. None of the parents of the richest man is the richest man. 2. Among all the richest men, the lowest family background is a cigarette dealer, and the lowest venture capital is 15,000 US dollars. 3. Among the richest people in Europe and the United States, none of them has real estate as their main business, and none of them is a diversified consortium. 4. Nine of the top 20 richest people in the world are chain retailers. 5. More than 60% of the richest people live in some unknown small villages and small cities all the year round. 6. More than 80% of the richest people have only one marriage. 7. None of the richest people is a scientist, thinker, writer, or artist. 8. More than half of the richest people are the largest charitable donors in their country. Some people say that it is a "beauty economy" now, and beauties are indispensable in any exhibition, because beauties are the most eye-catching.However, when you are dazzled by beautiful women, should you think of other ways? In October 1993, the National Cleansing and Cosmetics Fair was held in Nanjing.Thousands of companies across the country gathered together to launch a fierce and spectacular promotional battle.For a while, the pretty girls in Nanjing were worth a hundred times, and they were "robbed" and "empty". Huili Toothbrush Factory in Zhuhai, Guangdong was one step late and couldn't hire a public relations lady even with a daily salary of 500 yuan.On the morning of the first day, the factory's stalls were "indifferent", and no business was made. The director of the factory decided to hire an old public relations lady for a try. He chose a tough old lady with a charitable face Mrs. Soon, an old lady wearing a red ribbon and holding a healthy toothbrush appeared at the venue and introduced the characteristics of the toothbrush with a loud voice.The miracle finally appeared. People at the venue rushed to order toothbrushes from Huili Factory. In just three days, the order volume of the factory exceeded 20 million yuan. Human psychological characteristics: the more extraordinary things can attract more attention and generate interest.Therefore, marketers should be good at looking for a little red in the green, and win by surprise. Couplets are the essence of Chinese traditional culture, therefore, the use of couplets for advertising has existed since ancient times. Legend has it that there was a small restaurant on the outskirts of Bianjing, the capital of the Song Dynasty, and there was a couplet pasted on the signboard in front of the door: After this pair of couplets exuding the fragrance of wine and poetic flavor was posted, dignitaries and literati in the capital came to visit one after another.A pair of couplets affected the whole capital, so that the suburban hotel was crowded and rich in financial resources. In the early years of the Qing Dynasty, Emperor Qianlong visited a small restaurant called "Tianranju" in a remote alley in the capital.素有题诗之癖的乾隆皇帝，不禁诗兴勃发，提笔便在招牌上填成一副文联： 这副妙趣横生的回文联当时成为誉满京城的美谈佳话。从此，前来观赏对联和进餐充当“天上客”的络绎不绝。乾隆的一副回文联使这家饭馆主人成了“京都富翁”。 清代大书法董帮达，曾为一家即将倒闭的剃头铺写一副对联： 对联道出了顾客的心声，使人闻言颔首称是，欣然前往光顾，改变了这店的萧条冷落的状况。一副对联救活了一家剃头铺。 作为商业楹联，广告楹联，必须讲求辞章对仗，要给人一种美的享受，方能打动顾客。比如，有一副美容店的题联是这样的： 对仗工整、设词精巧。这样的对联悬之于美容店，对少男少女该有多大的吸引力！ 作为广告楹联，还必须讲求设词的别致、含蓄。比如，有一副储蓄所的对联是这样的： 再如，旧上海有家“小有天”饭店的门联是： 上联前面两个“道”字做每道菜意，下联两个“天”字，指每天都来此光顾。联语读来上口、品来有趣，格外醒目引人。 在现代，“征联”则是企业一种十分有效的扬名和促销的策略。 在20世纪30年代，上海产有一种“三星”白兰地酒。由于洋酒充斥市场，三星白兰地每况愈下，最后到了濒临关厂的境地。厂主为了摆脱困境，绞尽脑汁，拟出一条“五月黄梅天”的上联登在报上，高价征求下联。消息一传出，社会各界反响强烈。过了不久，报社收到应答的下联几百条。最后中奖的当然是“三星白兰地”了。厂主故意在报上刊登中奖的下联，鸣谢社会襄助，一时间三星白兰地名声大振，销路顿增。 在广告招牌和商标中，镶嵌进一副妙趣横生、文笔优美的对联，能增添经营文化氛围，对顾客有着特殊的吸引力。 2005福布斯世界富豪排行榜： 1.比尔·盖茨：美国，465亿美元，微软。 2.华伦·巴菲特：美国，440亿美元。 3.拉什米·米塔尔：印度，250亿美元，钢铁。 4.卡洛斯·斯利姆·霍鲁，墨西哥，238亿美元，电信。 5.阿苏德王子：沙特，237亿美元，投资。 6.英格瓦·卡普拉德：瑞典，230亿美元，宜家。 7.保罗·艾伦：美国，210亿美元，对微软的投资。 8.卡尔·阿尔巴切特：德国，185亿美元，超市。 9.劳伦斯·埃里森：美国，184亿美元，甲骨文。 10.罗布森·沃尔顿：美国，183亿美元，沃尔玛。 在我国台湾省有这么一个有趣的故事，一家旅游景点在做广告时宣称，在本地旅游有“十大危险”，警告游客当心，广告内容是： 1.当心吞下舌头或胀破肚子，因为这里的食物味道太美了。 2.当心晒黑皮肤或脱几层皮，因为这里的海滩过于迷人了。 3.当心潜在海底太久而忘了上来换气，因为这里的海底生物太令人惊讶着迷。 4.当心胶卷太少了不够用，因为这里的生动镜头取之不尽。 5.当心登山临渊累坏了您的身体，因为这里的山青水碧，常使人流连忘返。 6.当心坠入爱河而不能自拔，因为这里是谈情说爱、欢度蜜月的世外桃源。 7.当心被这里的豪华酒店、旅馆宠坏，因为这里的服务太体贴入微了。 8.当心与本地的所有人都交上朋友，因为他们太友善好客了。 9.当心乐不思蜀；不愿归去。 当印有这样文字说明的广告册子广为散发后，“危言耸听”的广告宣传竟引来了众多的游客。使得游客们个个跃跃欲试，都希望在这个“危险”的地方去饱受“恐怖的折磨”。 偶尔正话反说、好往坏说，让人耳目一新或者忍俊不禁，能够获取很好的人缘。 西安杨森公司目前是我国医药工业规模最大、品种最多、剂型最全的制药企业之一。在20世纪90年代，杨森为了突破困境，使用了独特的“三角形”宣传模式。 1989～1990年的两年中，我国经济处在调整中，银根紧缩，市场销售普遍不旺。年轻的西安杨森产品刚刚上市就面临这种困境。但杨森人并未坐叹自己的产品生不逢时，而是视困境为增强竞争力的机遇，凭借产品质量高、品种多、剂型全的优势，信心百倍地走向市场。 为了使自己的产品能打开销路，杨森公司设计了一个“摧其坚，夺其魁”的公关战术。他们紧紧抓住医药相连这根线，打出了“让每一个中国医生都了解西安杨森的产品”这一口号。结合我国医药市场的特点，借鉴西方市场的营销策略，形成了一套独具特色的“三角形宣传模式”。 位于“三角形”顶端的是医药界名流、权威组成的杨森科学委员会，对公司的产品、科研、管理等进行高层次的指导。在社会上，这些社会名流的介绍推荐令人可信，其宣传效果远非商业性广告可比。“三角形”的中间部分，面向医务人员，特别是有处方权的中青年医生，他们知药、懂药，对药品可主动选择，直接接受。而通过报刊、电台、电视台进行广泛的宣传，吸引广大消费者，则是“三角形”雄厚坚实的底部基础。 在武汉召开的全国医药订货会上，公司利用报纸、电视、路牌、车身巨幅标语、气球标语等大做广告，使西安杨森公司名声大振，一次订货就达1500万元。公司为新产品宣传所进行的公关活动仅1990年就举办大型新产品宣传会51次，与会者达6400多人；召开小型医院座谈会115次，共有7400多人参加。1990年的广告费用500万元，而销售收入达到了1。89亿元。 这套“三角形”的宣传模式是以抓住医药界名流、权威的龙头，同时面向所有受众，以点带面、点面结合，使得影响力迅速扩散，树立了公司的良好形象，提高了新产品的知名度。 财神之一：民间传说正月初五是财神的生日，所以过了年初一，接下来最重要的活动就是接财神——在财神生日到来的前一天晚上，各家置办酒席，为财神贺辰。 “财神”何许人也？According to the "Fengshen Bang", the God of Wealth's surname is Zhao and his name is Gongming.他原在峨眉山罗浮洞修道，因助纣攻打武王，死后被封为“金龙如意正一龙虎玄坛真君之神”，并统领“招宝天尊”“纳珍天尊”“招财使者”“利市仙官”四个部下。Their responsibilities are all related to wealth.The god of wealth enshrined in Taoism is also Zhao Gongming.According to Taoist legends, Zhao Gongming was originally from Zhongnan Mountain. Since the Qin Dynasty, he lived in seclusion in the mountains and practiced Taoism intensively. 英雄救美是很浪漫的事情，也是很多男人潜意识里面的愿望。加拿大的一个商家就让男人圆了“英雄梦”。 在加拿大艾德蒙顿市的闹市区，时常传出一阵凄楚而又娇滴的声音：“救救我吧，快把我从这里救出去啊……”原来，一位美丽绝伦的女郎被关在一家商店狭窄的橱窗里，她的身子被成箱成箱的商品包围着，丝毫不能动弹。 美女这一惊叫，自然惊动了过往行人。橱窗四周围上了一堵人墙。看到行人聚得更多了，玻璃橱窗里的美女就指着她周围成箱成箱新出品的“运动家”牌滤嘴香烟，哭泣道：“先生们，女士们，这些香烟不卖光的话，我是没法出去的，请帮帮忙，可怜可怜我吧！” 美女凄婉动人，人们“救美”的怜爱之心油然而生，纷纷购买“运动家”牌滤嘴香烟，隔不多久，包围美女的香烟都卖光了，美女才破涕为笑，甜蜜地喊着，“谢谢诸位！谢谢诸位！”人们放心地回去了。 一批顾客刚走，美女又发出了凄楚而又娇滴滴的声音：“救救我吧。”于是又新来了一批围观者，他们照样又买走了“运动家”牌香烟，“搭救”了美女。使“运动家”牌滤嘴香烟在5天内就销售了100万包。 时间长了，人们知道这是香烟推销商的噱头，但是他们还是忍不住要来看美女，本来不想买烟的，看在美女的份上，也捎带买上几包，反正烟总是要抽的，既“救”了美女，又抽了烟，何乐而不为呢？ 后来，人们得知这个美女是个制造得惟妙惟肖的机器人，但他们仍旧来到这家商店，有些人觉得机器人更加新奇，也有人觉得看美女有碍风化，看机器人则有着某种探讨价值，来的人反而增多了，自然，“运动家”牌滤嘴香烟也销得更多了。又隔了一段时间，这家商店把玻璃橱窗里的机器人撤掉了，再也听不到美女凄楚的呼救声，但人们仍然要来买“运动家”牌滤嘴香烟，因为这种香烟口味纯正，价格适中，他们已经习惯吸这种香烟了。就这样，“运动家”牌香烟在市场上站住了脚。 要想顾客盈门，总得要有什么东西让他们心有牵挂才行。 周祥生是解放前上海的出租汽车大王，他13岁闯荡上海，从一辆旧车起家，最后做到了“大王”的位置。他的成功得益于一次精彩的造势活动。 早年的上海，南来北往的旅客一下火车，那烽火台似的水泥石墩上醒目的“40000”数字，便立即跃入眼帘。再看月台上停着的清一色的墨绿色的出租汽车，车尾部喷涂的也是同样的数码。 不仅如此，走到街上，翻开报纸，打开收音机，无处不有这个数码。这，就是上海祥生出租汽车有限公司的电话号码。为了得到它，公司总经理周祥生可真费了不少心机。 1931年，雄心勃勃的周祥生梦寐以求地想得到一个独具一格的电话号码，因为它对于以电话叫车为主要营业方式的出租汽车业有着举足轻重的作用。 当时，上海电话公司掌握在英国人手中。周祥生为了得到一个好的号码，接二连三缠住管理号码的营业部主任索雷，索雷不耐烦了，就随手在纸上画了五个圈问：“这个号码好不好？”周祥生明知他在寻开心，索性装傻，连连称好，弄得索雷哭笑不得，只好说：“等我们机器改装好了，给你一个40000怎么样？不过现在还不能算数。” 周祥生假戏真做，前脚出了电话局，后脚便跨进了天潼路一家印刷厂，要求印刷有“40000”电话广告的日历底板。木已成舟，索雷只好同意将40000这个富有独特色彩的号码给了周祥生，使得祥生公司如虎添翼，名闻浦江。 后来，虽然一些出租汽车公司群起仿效，“30000”“90000”等竞相出现。但是在上海人民掀起抵制洋货的热潮中，其他出租汽车公司的电话号码受到冷落，唯独“40000”却得天独厚。原来，祥生公司又打出了“中国人坐中国车”“四万万同胞请打四万号电话”的王牌，这一招又使其他出租汽车公司的同行们自叹弗如，望尘莫及。 过目不忘的电话号码还蕴藏着爱国热情，当然能带来好生意。