In order to better carry out publicity activities and raise awareness, Southern Automobile Expo Center can have a higher position in the public mind.
Create momentum, pre-advertising can be carried out reasonably and scientifically; Successfully implemented, entrusted by it, specially arranged and formulated the pre-advertising plan of South Automobile Expo Center.
Second, the market analysis
1. Analysis of market environment advantages
A. Zhangmutou Automobile Expo Center is located next to Guan Hui Highway, with criss-crossing traffic such as roads and railways, and the traffic is very convenient and fast. With Zhangmutou as the center, the center radiates Tangxia, Qingxi, Huangjiang, Xiegang, Da Lang, Fenggang and other surrounding towns and villages, and its geographical environment is very superior.
B Zhangmutou, known as "Little Hong Kong", is a place where foreign investment and residence in Hong Kong, Macao and Taiwan are concentrated. There are intensive manufacturing and processing industries in the surrounding towns. In the next few years, Zhangmutou's economy will develop rapidly, creating a more favorable economic environment for the South Automobile Exhibition Center.
C. With the further economic growth and the gradual improvement of people's living standards, automobiles and their affiliated industries will make a new leap. In the next few years, automobile consumption will be the mainstream consumption of the public, family and personal cars will be more popular, and automobile consumption will be closer to popularization, which will create good market opportunities for the future development of Zhangmutou South Automobile Expo Center.
2. Analysis of its own advantages
A. At present, automobile sales in Dongguan and its surrounding areas are scattered, and most supporting service facilities are not perfect. Southern Automobile Expo Center is the first modern automobile trading market in Dongguan and its surrounding areas. The completion of the center will attract more customers' attention, consultation and investment in automobile and its affiliated industries, and the market prospect is very broad.
B its own environment is superior, it covers a large area, the whole Expo center has a reasonable layout, and large parking lots, exhibition halls, trading halls and other related supporting facilities are complete and perfect. It is a comprehensive professional automobile trading market integrating sales, after-sales service and spare parts supply, with high design and good quality. It is the first automobile trading center with advanced equipment and complete functions in Dongguan and even the whole Pearl River Delta region.
C. High-quality service, service facilities such as industry and commerce, taxation, traffic control, banking and insurance will enter the office, which will save a lot of cumbersome procedures for automobile transactions and make the whole automobile transaction faster and smoother. Member clubs, information centers and other related supporting facilities are perfect, which can provide customers with high-quality first-class services, provide automobile culture, new car release and on-site promotion activities for automobiles and their affiliated dealers, and are equipped with automobile beauty and decoration projects, making the whole trading center more standardized and integrated.
D. The communication, language inquiry, digital demonstration, information release, electronic camera and other hardware facilities of Southern Automobile Expo Center are also perfect, with luxurious and elegant decoration and comfortable and warm business environment.
Third, early market strategy.
1. Focus on market opportunities, conduct extensive publicity, make its advantages deeply rooted in people's hearts, and attract more dealers and manufacturers of automobiles and their affiliated industries to invest.
2. Try to show their strong advantages, foster strengths and avoid weaknesses, and expand their popularity and reputation.
3. Import CIS system (enterprise identification system) as soon as possible to achieve the market strategic goal of breaking famous brands.
4. Introduce modern management mode and quality service, establish a good corporate image and improve corporate reputation.
Fourth, the pre-advertising strategy
1. Advertising Positioning
The early advertising positioning should give reasonable consideration to the later advertising planning and the specific implementation of advertising. It is suggested that the supporting service advantages of South Automobile Expo Center should be taken as the advertising positioning.
2. Advertising demand
Take rational advertising appeal as the advertising appeal point, convince people with real facts, and facilitate the operation of advertising in actual operation.
3. Advertising objectives
Strive to combine advertising and other publicity means before opening, so that the South Automobile Expo Center will be deeply rooted in the hearts of the people and occupy a certain position in the market before opening. The target of advertising should be all car dealers, as well as manufacturers and dealers of their spare parts and car beauty decoration. Create a good reputation among them to enhance their own value, thus attracting more customers to consult and invest.
Media analysis of verbs (abbreviation of verb)
A among the numerous advertising media, Dongguan is dominated by TV, newspapers, outdoor, internet and radio. Among them, TV, newspaper and radio advertisements are effective, selective and targeted, and can reach the audience directly. Outdoor advertising works slowly, but it is the easiest to establish a good corporate image.
B in audio advertising media, TV and radio have two languages, Chinese and cantonese, but as far as advertisers are concerned, they don't have much preference for programs in the two languages.
C. Media utilization should follow the overall strategy of advertising, put it in stages, be closer to the target group, simplify communication channels, and effectively use advertising resources.
VI. Timetable for Media Release
Remarks on the delivery time and delivery mode of advertising purpose in media advertising forms
From June, 5438 to February, 2002, Southern Metropolis Daily customized corporate image advertisements for automobile special issues, leaflets and gift advertisements, which improved its popularity and established a good corporate image. Newspapers are published every other issue,
June 5438- 10, 2003, the automobile special issue of Southern Metropolis Daily, the automobile special issue of Dongguan Daily, self-built website construction. Corporate image advertising establishes a good corporate image and expands its influence. Newspapers are published every other issue.
In February, 2003, the automobile special issue and radio advertisement of Southern Metropolis Daily, Dongguan Daily and Shenzhen Special Zone Daily changed from corporate image advertisement to investment promotion advertisement to expand their influence in the advertising target. Get praise and enhance word of mouth. Newspapers are put in every other issue, and radio stations are put in twice a day for outdoor advertising.
In March, 2003, Southern Metropolis Daily, Dongguan Daily, Shenzhen Special Zone Daily, Shenzhen Business Daily, Zhangmutou TV Station, Dongguan III, outdoor and radio advertisements, corporate image advertisements for website construction and investment promotion advertisements were combined to attract more businesses to consult China Merchants Daily once a day and radio stations four times a day. Outdoor advertisements were released, and TV advertisements began to be produced.
In April 2003, the Southern Metropolis Daily, Dongguan Daily, Shenzhen Special Zone Daily, Shenzhen Business Daily, Zhangmutou TV Station, Dongguan Santai, Cuifei Station, Mingzhu Station, outdoor, radio advertising, website construction and magazine advertising were completed. Investment promotion and advertising, soft text operation. Attract more businessmen to visit, consult and invest in newspapers once a day, broadcast four times a day, and advertise magazines and TV twice a day, depending on the actual situation.
Seven. comment
This planning is the advertising planning of Zhangmutou South Automobile Expo Center in the early stage (2002./KLOC-0. 2-2003.4). If there is something wrong, further communication and deepening are needed to keep improving. Achieve the desired results.