Chapter 175: Conspiracy
TV advertising is the trend of this era, and the "Biao Wang" launched by the central media has resounded throughout the entire advertising industry.
In this era when television is king, not only have the central media brand kings and Spring Festival Gala advertisements appeared in China, but also in America and Europe, there have been super influential products such as the Super Bowl, NBA Finals, and Champions League. , a show watched by hundreds of millions of viewers that serves as an advertising platform.
But for radio, a "sunset" industry, advertising on TV stations has no effect at all, or if it is effective, it is not as effective as liquor, DVDs, health products and other products.
After these products won the central media's top advertising, they can generate more than a billion or even billions of revenue a year. In comparison, radios are far behind.
"More than 40% of users who subscribe to magazines now are college students. These are non-TV users and are also the main user groups of radio!"
Li Dongling said to Yao Luoying, Ren Yuefeng, Zhang Ao and others! , "In the future, there will be more than 10 million student users in China every year. These are the potential user groups of Feiyan Radio in the future!"
Li Dongling picked up the Feiyan A10. It is a mass model and the price is not high. Too high, basically less than 100 yuan, pointing to the headphone jack on the top, "Feiyan A10 has a reserved headphone jack. Users can plug in headphones for personal use in the dormitory or during breaks, without worrying about disturbing other people. This feature , can increase the use range of Feiyan radios! ”
In the past, radios were used externally. If used in dormitories or work dormitories, it would easily disturb other people, but the added headphone jack But these troubles were avoided.
“In addition, advertisements can also be placed in travel magazines, wilderness survival magazines, mountain climbing magazines, etc. These are the main user groups of radios in the future!”
Yao Luoying, Ren Yuefeng, Zhang Ao and others looked at each other. Advertising in readers and other magazines is indeed a new way.
“However, there has never been any precedent for advertising in readers and other magazines before!” Yao Luoying said.
Nowadays, domestic magazines with huge sales volume, such as Readers, Family, and Friends, have not yet been fully commercialized, because there is no shortage of buyers. Each issue of the magazine sells dozens or even millions of copies. Sales volume and revenue are simply not worth the advertising fees of three melons and two dates from advertisers. Instead, advertising in magazines is a waste of time.
"It all depends on human effort!"
Li Dongling looked at Yao Luoying, Zhang Ao and others, smiled and said, "If necessary, Feiyan can buy readers according to their circulation , an issue of Zhiyin Magazine is given to readers for free by Feiyan as a "meeting gift" for users! ”
Last year Zhiyin's profit was about 5 million, and readers' profit was higher. But the cost of buying a magazine is only a few hundred thousand at most. How much does it cost to advertise on a TV station? Shenzhou's advertising investment in central media , which often starts at tens of millions. In comparison, the advertising fees for readers and magazines are simply cabbage prices.
Spending one or two million yuan to buy an entire issue of Readers and Friends magazine, Feiyan gave it to major schools, units, and institutions in the country for free. After this wave of advertising, Feiyan’s popularity will increase. How much? !
Hearing that Li Dongling wanted to buy the next issue of Readers and Zhiyin magazine and sponsor it for free to users, everyone sitting in the conference room was surprised. This is definitely a big deal. They have never done it before. Dare to play like this.
But then I thought about it, if I spend a million yuan, I can advertise to tens of millions of readers and friends. This advertising fee will definitely not be a loss!
“In addition to advertising in magazines, Feiyan Technology can also cooperate with Central Media Radio and Hanxi, Shanghai, Qiantang and other radio stations, sponsored by Feiyan Technology, to launch some all-weather broadcasts Feiyan song list, Feiyan drama, Feiyan storytelling list, Feiyan sports and other radio programs
In addition, you can try to cooperate with the postal service and let the postal service have domestic newsstands and postmen to help sell and promote Feiyan radios. Feiyan can give them corresponding commissions! ”
Nowadays, domestic radio stations, large and small, are not very profitable. If Feiyan Technology is willing to sponsor, those TV stations will definitely be willing to cooperate with Feiyan Technology. The radio industry will not be affected by Feiyan Technology in the next few decades. After being eliminated, traffic radio stations in major provinces and cities are still in operation in later generations. Countless taxis and family cars still listen to it from time to time while driving, although its influence is far less than before...
Now that the radio station is still at the end of its golden period, Feiyan can sponsor several radio channels to broadcast popular songs, dramas, storytelling, sports news, etc. to Feiyan radio users around the clock. This is called If there is no demand, create demand!
Imagine if your classmates at school have a radio that allows them to listen to pop songs and the latest sports news all day long, will other people be envious? ?
And old man Zhang, who walks in the park and plays chess all day, suddenly carries a radio that can listen to opera and storytelling all day long. Are other old men and women envious? !
These old men and women may not be willing to spend dozens or hundreds of dollars to buy a radio, but will their children and future generations buy one for their parents, grandparents, and grandparents who have worked hard all their lives? A radio that lets the elders listen to programs at home to kill time, and at the same time show off in front of other old people?
This is purely a conspiracy. We are not afraid that users will not take the bait. As long as we create the two major user groups of college and technical secondary school students and the elderly, are we still afraid that Feiyan A10 will not be sold? !
The postal service is even more behemoth. Its newsstands are all over the country’s major cities and counties. No matter how remote the area, there are postal express employees. If the newsstands can sell Feiyan radios, then Feiyan You will get a huge sales network!
In towns, villages and mountains, the demand for radios is greater. If the postal clerk can bring Feiyan there, there will definitely be sales. Of course, the commission from Feiyan radios will also increase. A portion of their salary income, the same goes for newsstands.
Zhang Ao looked at each other with Yao Luoying and others. He felt that, let alone other people, if there were a bunch of old men and women on the street with Feiyan A10 mini radios on their waists, he himself would need to give it to the old men at home. Just buy one. He doesn’t know if the old man likes it, but if he doesn’t buy it, he won’t be able to raise his head in front of the neighbors and children in the future...
Yao Luoying rubbed her brows. "I immediately arranged for the marketing department to contact readers, friends and other magazines, buy an issue of their magazines for promotion, and contact other radio stations to do programs.
In addition, when the Feiyan A10 is released, the user experience needs to be considered It also comes with earphones, a belt bag, a battery and other accessories for sale!”
Accessories such as headphones and a belt bag for placing radios may seem inconspicuous, but they will definitely affect the user experience.
Of course, with these accessories, the price of the A10 is definitely not certain. It is divided into several price levels. For example, one price for a bare phone, one price for adding headphones or a belt bag, and all for one price. This compares If you start selling the machine from a single order, the profit will be much higher...
"The marketing department of Donglin Hi-Tech will assist Feiyan in promoting the machine!" Zhang Ao also said, Feiyan is a company under Donglin Hi-Tech, so at this time, it is natural to help.
No one has any objection to the sales and publicity plan of Feiyan A10, a mass-market mobile phone. Basically, it is based on three sets of publicity camps: magazines, radio stations, and postal newsstands. This is not the mainstream now. No one can tell the truth about how effective the publicity channels will be.
But if it can happen, Feiyan can say that the domestic radio industry will have a second spring!
“Where is the Dolphin Radio?!”
Ren Yuefeng said, “The price of Feiyan A10 will not exceed one hundred yuan, but the price of Dolphin Radio is more than At 150 US dollars, the domestic market for this product may be very small, and I’m afraid it will be dominated by foreign sales.”
The R&D investment of Feiyan Dolphin radio, coupled with the cost of materials, has made its cost soar. The starting price is more than 150 US dollars, which is more than 1,200 yuan converted into RMB. With such a high price, even if it is used for I am afraid that the audience for this life-saving product is not very high in China. It is difficult for domestic users to accept such a life-saving product that they do not know when they will be able to use.
When it comes to the promotion of Feiyan Dolphin Radio, Li Dongling had a slight headache for a while. The situation abroad is different from that in China. It is relatively easy to accept Dolphin Radio, but it is not so easy to sell it.
“Feiyan Dolphin Radio still cooperates with foreign radio magazines, travel magazines, wilderness survival magazines, charities, etc., and also donates a batch of machines to health agencies under the United Nations, international cross societies and other charities. If Dolphin Radio wants to gain a foothold abroad, it will take time!”
(End of this chapter)