Automotive Black Technology Chapter 398: ：Interlocking publicity
www.lnmao.org, the fastest update to the latest chapter of automotive black technology!
Since it’s a free gift, who wouldn’t love it?
With the guidance of the State-owned Assets Supervision and Administration Commission, the Ministry of Foreign Affairs and some embassies abroad were gifted Zhengxin cars very quickly.
Because of Li Fanyu's status as the president of the China Association of Automobile Manufacturers, the State-owned Assets Supervision and Administration Commission, as the superior authority of the China Association of Automobile Manufacturers, has really come into the limelight. Take Secretary Wang, for example. This guy has frequently appeared in several mainstream media in recent days, talking a lot about the State-owned Assets Supervision and Administration Commission’s long-standing support for Zhengxin.
It is undeniable that the reason why Secretary Wang is willing to operate this matter is selfish. After all, Zhengxin is a powerful national car company. As Li Fanyu's half-leader, he has a good reputation and has achieved political achievements.
As for the gift of a car, it was not difficult for Li Fanyu to guess it with all his ambitions. But the Ministry of Foreign Affairs got fifty cars for nothing, Secretary Wang gained a lot of political achievements by increasing his presence, and the honest A8 can gain social attention again. This is something that is good for everyone, and people who understand will just turn a blind eye.
So under the guidance of deliberate publicity, Zhengxin’s new luxury sedan A8 will soon become the concierge vehicle of the Chinese government’s diplomatic department, and it immediately spread through several mainstream media reports;
"Return a favor! Zhengxin's latest model A8 is about to roll off the production line, and the first batch of fifty units will be donated to the Ministry of Foreign Affairs! It is reported that due to the sluggishness of the national automobile industry in the past two decades, our country has been using foreign brands in various important diplomatic occasions Luxury class sedan. This time, the rollout of Zhengxin A8 has filled the gap in this field. According to the State-owned Assets Supervision and Administration Commission, Zhengxin will give away 50 luxury class cars to the Ministry of Foreign Affairs for free in the near future, which may break away from the diplomacy that represents China's sovereignty. The embarrassing situation of the department’s use of foreign luxury cars.”
“A young entrepreneur’s desire to serve the country! Li Fanyu, President of Zhengxin, donated 50 top-grade luxury sedans A8 to the Ministry of Foreign Affairs and some regional embassies. This model is not currently available for public sale, but it is reported that the price of a bicycle is about 1 1.9 million yuan. Zhengxin Company is expected to spend nearly 100 million yuan on this donation!”
……
The mainstream media has spoken out, and all car media must respond. For a time, Li Fan was so foolish and arrogant that the news about Zhengxin giving away a car for free spread overwhelmingly.
With such a large amount of publicity, Zhengxin Audi A8 has naturally become more popular and has entered people's field of vision.
With such popularity, it goes without saying that there are many serious car fans. During the development of the A8, I have never stopped paying attention to this model independently developed and manufactured by Zhengxin. But those who have read the news and don’t know about this model are very curious.
The quality and appearance of the car that will be used by the Ministry of Foreign Affairs for diplomatic purposes immediately became the focus of everyone's attention.
But it is very helpless. The mainstream media mainly promotes the State-owned Assets Supervision and Administration Commission and Zhengxin, a car company that was established less than a year ago. When the A8 has not rolled off the production line and has not appeared on the market, only an appearance rendering of the A8 car has been published.
This is the principle of human curiosity; the more ambiguous and unclear things are, the more you want to find out.
Since there is no detailed introduction of the car model in newspapers and news, what should we do?
Check it!
As a result, Zhengxin A8 immediately became a hot search term on various search engines.
On the first day when the news came out, the Baidu search index of Zhengxin A8 reached 50,000.
The next day, it exceeded 150,000.
On the third day, the Baidu search index of the three keywords "new generation concierge car", "Zhengxin A8" and "A8" each exceeded 200,000.
Talking about both ends.
After finalizing the car donation, Li Fanyu took him back to Tiancheng.
In Li Kai's plan, giving away the car is the first step in publicity, and it is also an opportunity for the A8 to open up the market in the shortest possible time.
Although giving away cars is the core and focus of the promotion, a lot of work needs to be done to consolidate this opportunity that cost 50 million yuan to obtain.
After returning to Tiancheng, Zhengxin’s planning department and operations department immediately connected and used the ongoing news as a breakthrough point to prepare for the follow-up publicity.
Although Li Fanyu previously pointed out that A8’s audience and potential users would not benefit much from the Internet, but with such huge attention on the Internet, the two departments unanimously decided to take a two-pronged approach after research. On the one hand, it guides public opinion and improves the search priority of real car information of Zhengxin A8 on the Internet. On the one hand, it is continuing this popularity and doing things offline, striving to let A8 meet more potential customers.
Not to mention the online part, Zhengxin’s sales network is based on this. In view of the current situation, it is nothing more than asking major car media to take a test drive, and intuitively display the appearance, interior, space, function, performance and other aspects to the eyes of followers through pictures and videos.
But when it comes to offline activities, the opinions of the operations department and the planning department are slightly inconsistent.
According to the operation department, the last time MINI placed advertisements on subway advertisements, billboards in major cities, and LED displays in buildings in commercial areas, the effect was outstanding. This time, MINI's advertising method can be used as a reference.
But Li Kaike had already been scolded by Li Fanyu, and he had really worked hard to think about the positioning of Li Fanyu's face-to-face teaching. So according to his idea, this time the marketing should be carried out in a more high-end way.
After all, MINI is targeted at white-collar workers with a certain economic foundation. Subways and commercial areas are highly concentrated places for this group of people. But as Li Fanyu said, the positioning of A8 is definitely different from that of Mini.
So this guy talked to a group of girls, and gave a marketing lesson to the girls in the operations department based on what he thought and understood.
According to his words; the price of the A8 is 1.88 million. According to the analysis of user consumption habits, the potential users of the A8 have already left the category of white-collar workers. Advertising in commercial areas can be considered, but subway billboards are nonsense. Think about it, who can afford a million-dollar luxury car and has nothing to do to squeeze into the subway?
After listening to his analysis, everyone felt that it was very reasonable.
After some divergent thinking by the girls in the operation department and the brainstorming by the monks in the planning department, a complete and powerful publicity plan was freshly released.
The second floor of Zhengxin Company, office.
After reading this plan, Li Fanyu was finally satisfied.
After giving some encouragement to the person standing in front of me who had "I beg for praise" written all over his face, he wrote a flamboyant "Yes" on the last page of the plan and signed his name.
After receiving his authorization, Li Kai immediately implemented the plan.
The next day, all the monks in the planning department were reduced to pieces. Wearing suits and leather shoes, they all rushed to major cities across the country like dogs.
After arriving at the destination, we rushed to the most high-end shopping malls and airports in the area.
The reason why they went to these two places was not to buy return tickets or go shopping!