Chapter 152 Advertising is a big success
A few days later, Lin Zhibai just got up and received a call from Jiang Cheng, "Boss, it's about to be broadcast!"
"What?"
"The advertisement for Qianwei Orchard was very generous to the brand. The first broadcast was directly broadcast on Tianguang TV, and then some video websites and the like also arranged this new advertisement. It started around ten o'clock this morning. "
"OK."
"Can we do this?" Jiang Cheng was still a little nervous: "Lanfu Chocolate is so high-quality, and this Qianwei Orchard advertisement always feels a bit tacky in comparison."
“Then just wait for the sales volume.”
If you want to prove whether an advertisement is successful, you have to see whether the sales of the product increase after the advertisement is broadcast. As for Jiang Cheng’s comment that Qianwei Orchard’s advertisement is a bit tacky, Lin Zhibai wants this effect, because chocolate mainly targets three categories. The consumer groups are: one is lovers in love, the second is young female white-collar workers, and the third is middle-class couples who pay attention to the quality of life. They must be a bit stylish.
What is the quality of Qianwei Orchard?
This is an old case that was very successful in the previous life. It was first created by Farmer Orchard. Due to technological reasons, almost all juice drinks cannot avoid the design flaw of condensation of sediment after standing. There would have been many consumers pointing at the bottle. I was worried about whether this thing had gone bad. Unexpectedly, Nongfu Orchard thought reversely and directly shouted out the slogan "Nongfu Orchard has three kinds of fruits in it. Shake it before drinking." The inevitable problem of sedimentation was immediately eliminated. It has become evidence of its superior quality and can be called a classic case.
So the farmer’s orchard was established.
Later, many advertising strategies for juice drinks, milk tea drinks and other beverages followed this idea, such as the famous Minute Maid Orange series of Coca-Cola Company!
that's all.
ten o'clock.
Advertisement broadcast.
The content was exactly as written in the plan. I saw a happy father and son wearing cool clothes walking on the beach and going to the beverage store to buy drinks. Suddenly I saw a poster of Qianwei Orchard that read "Qianwei Orchard, before drinking." Shake it." So the father and son raised their hands and shook their bodies funny. The good-looking salesperson looked at them with a strange expression.
The voiceover sounds.
This sound is lively and crisp, giving people a sense of lightness: "Qianwei Orchard is made from a variety of fruits, shake it before drinking."
The perspective is widened.
The father and son were holding drinks and had already walked away, still twerking and shaking their bodies in various ways. The advertisement also ended in this distant view.
Lin Zhibai looked at it.
There is nothing wrong with me.
Just as he was about to turn off the TV, he suddenly remembered something. Lin Zhibai tuned to Shinhwa TV. After waiting for about ten minutes, he saw that the new commercial for Keele Juice, which Lin Gong was responsible for, was also broadcast.
Um?
Lin Zhibai could tell at a glance that Lin Gong was not a human being. This advertisement actually imitated the idea of Lanfu Chocolate. Two A-list celebrities, a male and a female, became attached to each other because of the product, and ended up hugging each other sweetly.
“It’s not necessary.”
Lin Zhibai shook his head. For this kind of people-friendly beverage brand, there is really no need to make the advertisements too flashy. I haven’t seen advertisements for Coca-Cola in my previous life. Most of them are just down-to-earth. Is it because they can’t afford celebrities? ?
It is not.
It’s just that star effect is not a panacea. Sometimes if you hire a star, you may not be able to do ads that don’t have a star!
…
In front of the TV.
Many people have finished watching Qianwei Orchard’s advertisement.
Because Kunpeng Planner is so famous, everyone is looking forward to this advertisement. Some people even wait for the advertisement to be broadcast. However, many people are a little disappointed after watching the advertisement.
“This is Kunpeng Planner’s new advertisement?”
“It feels very ordinary.”
“Am I expecting too much?”
“The greater the expectation, the greater the disappointment.”
“No, I think it’s quite interesting. After seeing the advertisement, my son has been imitating the father and son twerking.”
“It’s nothing, it just feels too vulgar.”
“That advertisement for Lanfu Chocolate is so classy!”
“This ad doesn’t even have a celebrity. The salesperson selling drinks in the ad is quite pretty, but it’s just one shot.”
“Qianwei Orchard is also a big brand, can’t afford celebrities?”
“The Keel Juice next door has hired two A-list celebrities to endorse its products. I think it’s more interesting than this.”
“I’ve also seen the commercial for Keeler Juice. It’s a bit like Blueberry Chocolate. There’s nothing new about it.”
“That’s better than Qianwei Orchard.”
“At least there are stars to look at that are eye-catching.”
“I think they’re about the same. In my opinion, these two brands are similar, and the taste is also very close. After all, they are both juices, so whichever one I usually buy is the same, but I heard that the two of Keele Juice fell in love because of this advertisement.”
"I go!"
"seriously?"
“Maybe it’s hype, it’s an old trick of merchants. Anyway, I’m quite disgusted with this kind of hype. In contrast, Qianwei Orchard is not hyped at all.”
The response was average!
At the same time.
Lin Gong also learned about the cooperation between Kunpeng and Qianwei Orchard a long time ago.
Lin Gong was very angry at first. Kunpeng actually rejected him and cooperated with Qile Juice’s competitor?
but.
After seeing Qianwei Orchard’s advertising effect and the response from netizens, Lin Gong’s anger disappeared.
It was replaced by excitement!
Kunpeng planner is nothing more than that!
This is the advertising plan for Qianwei Orchard?
Lin Gong suddenly wanted to thank Kunpeng loudly for rejecting Qile Juice’s cooperation invitation!
…
the other side.
A certain supermarket.
Jiang Cheng was shopping with a shopping cart filled with a lot of food.
Finally, he walked to the beverage area. It was a large supermarket with various beverage brands. Jiang Cheng soon saw Qianwei Orchard and Keele juices all on the shelves.
After all, they are the two most popular juice drink brands in Qinzhou.
Jiang Cheng's heart moved and he simply observed the sales of various drinks in the beverage area.
There are people coming and going around the shelves.
Someone picked up the Qianwei Orchard and looked at it. He saw the words "Shake before drinking" on it. He couldn't help but smile and said: "Why don't you just buy a few bottles of this? I just saw the advertisement before going out. Remember to drink it." Shake forward.”
“Why do you need to shake it before drinking?”
“I don’t know, that’s what the advertisement said.”
“Perhaps it will taste better after shaking it?” “I have been drinking juice for so many years, and this is the first time I have heard of this way of drinking it.”
“Buy a few bottles.”
“Shake it back and see if it tastes better.”
“I’ll shake it now!”
A customer picked up the Qianwei Orchard and started shaking it.
After shaking for a long time, the sediment inside has dispersed evenly. The customer took a look and felt that something was different.
“It tastes good.”
“You haven’t drank yet.”
“The main thing is that the shape makes people want to drink more.”
“The fruit grains inside are floating.”
In this way, many customers took a few bottles of Qianwei Orchard and threw them into their shopping carts.
Jiang Cheng observed patiently.
After observing like this for an hour, half of the Qianwei Orchards on the shelves had disappeared. In contrast, there were obviously many fewer people buying Keele juice today. Obviously, under normal circumstances, the sales volume of the two juices is about the same.
The advertising works!
Jiang Cheng’s eyes are bright, the boss is so awesome, these five words “shake before drinking” have become Qianwei Orchard’s winning formula!
…
Qianwei Orchard.
After the "Shake Before Drinking" commercial aired for some time, company executives paid attention to the audience's response online. As a result, the online comments cast a shadow over everyone.
"Failed?"
“The reviews from netizens are very average.”
“Perhaps we shouldn’t have used Kunpeng Planner for publicity. We raised everyone’s expectations so high, only to find that the advertisement was mediocre.”
“I just said we should find celebrities to endorse us!”
“That shouldn’t be the case. I think our advertisement is pretty good.”
“Kunpeng planner is in the variety show business after all, so advertising is still unreliable. Maybe Lan Fu was lucky last time?”
“No, I think this ad is excellent!”
“Shake it before drinking it, it will wash your mind!”
"Lets see."
The senior executives of Qianwei Orchard are beating drums in their hearts.
At this moment, the phone in the company rang.
An employee answered the phone, "Tianhong Supermarket? Do you want to order a hundred boxes of Qianwei Orchard?"
Subsequently.
More phone calls.
Employees picked up the phone one after another.
“Why do your supermarkets suddenly need so many goods? This is five times the usual quantity!”
"ah?"
"very popular?"
“The sales are so good today!?”
“Sales are several times higher than usual!?”
The leaders of Qianwei Orchard were also attracted by the phone call. When they learned about this situation, their eyes widened!
“The ad is done!?”
“Didn’t netizens say...”
“Don’t watch what netizens say, watch what they do!”
"Hahaha!"
“Kunpeng Planner, awesome!”
…
Chile Juice, Lin Gong is waiting for feedback at the headquarters. Under normal circumstances, releasing a new advertisement for the product will definitely drive a wave of sales.
“No news yet?”
“Our new advertisement, the online reviews are pretty good.”
“But what everyone is talking about is the relationship between our two spokespersons, and they don’t seem to pay attention to the advertising.”
“It doesn’t matter, just mention our products.”
“How are the sales?”
“Contact all major supermarkets!”
“I contacted…”
"How to say?"
“The person in charge at the supermarket said…”
"say what!"
“Hesitating!”
“Many supermarket managers have said that there is no need to purchase Qile juice from us for the time being, because the vast majority of customers who buy juice today choose Qianwei Orchard!”
"What!?"
“Just because of their crappy advertisement?”
All the senior executives of Keele Juice felt the blow to the head, and Lin Gong’s cheeks twitched slightly!
how so?
Why Qianwei Orchard!
I imitated the Lanfu chocolate advertising model, spent so much money to hire such big-name celebrities to hype up such a wonderful love scandal, but it turned out to be useless. The crappy advertisement planned by Kunpeng didn't even have a celebrity spokesperson, but it turned out to be... What a great success! ?
(End of this chapter)