1. Activity theme: Cutting-edge space? Joyful taste - JONO store of JONO King has settled in the central business district for five years and six stores? Gratitude in the taste - JONO King's fifth anniversary. Note: All advertising and promotions are centered on the above two themes.

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But the focus changes depending on the publicity media. 2. Event time: Now → Official opening → 5th anniversary. 3. Event purpose 1. To attract crowds to the new store/create maximum exposure and reach the consumer public. The message of the establishment of the restaurant will be targeted at JONO’s new store.

It will leave a deep impression on the target group (a group of potential consumers who are younger than the existing customers at this stage), and secure a group of future regular customers before the official opening, 2 to further enhance JONO’s influence in Changsha.

, paving the way for the national franchise chain and other Golden Horn King company initiatives.

Taking the opening of the New World JONO theme store as an opportunity, the overall "JONO" concept of the six stores was fully launched as a company advertisement.

4. Activity details (1) Activity item 1, introduction of Jinniujiaowang Company and six stores: Six stores, Haidongqing store - Fashion source Dongtang store - True life Houjiatang store - Concept business wealth store -

- Narcissism Paradise CBD Store - New world point for men and women of film and food - cutting-edge image 2, promotion of the concept of JONO (1) The source of the JONO concept: mix and match, casual, unpretentious (2) JONO's corresponding crowd: enjoyment

Young and middle-aged urban people who live a free life, advocate freedom, and have a certain economic foundation and cultural literacy (3) The development of JONO culture: more interesting, urban, fashionable and westernized, and closer to citizens’ lives (4) The current situation of JONO: from abstract

From the representative symbols to the specific culture, and then to JOJO and NONO, the two Golden Horn King trademark patterns that already have physical properties, represent the "male" and "female" of Eastern and Western culture and food 3, the promotion of the JONO store of New World Department Store (1

) The purpose of the establishment of the store: Golden Horn King starts from a subversion of traditional Chinese and Western food culture, develops from consumers' acceptance of the JONO concept, and the future lies in the spread of JONO culture.

Therefore, JONO New World Store is not only a simple store expansion, but also a vigorous dissemination of JONO's new cultural concepts.

(2) Positioning of the JONO store: "JONO" of Golden Horn King has always been conceptualized, and it is easy for people who don't understand it to mistakenly think that it is just a poor English semi-homonym.

In essence, JONO is a characteristic that we have summarized based on the existing consumer groups: that is, enjoying life, advocating freedom, and having a certain economic foundation and cultural literacy.

Therefore, JONO is no longer a simple symbol, or even just a culture and lifestyle, but a real group of people in this city and even beyond.

The development of JONO King determines that we can no longer be limited to passively accepting the niche people who fit the concept of "JONO", but must actively influence urban people at the fashionable starting point of this city and further expand the "JONO" crowd, that is,

our consumer groups.

JONO New World Store is one of Golden Horn King's initiatives to "influence urban people".

So this is a "cutting edge" store in the middle of the city.

(3) Customers of JONO store: come from all corners of the city, but often concentrate in the center of the city for a long time.

(2) Cooperate with promotional media 1, radio advertising (1) JONO radio station is our own exclusive radio resource, it does not have too many limitations, and it is aimed at our actual existing customers, who already have

The message is gratitude for the fifth anniversary, and the information needed is the condition and features of the new store.

Therefore, JONO Radio mainly promotes the new talents of JONO’s new store, supplemented by gratitude for the fifth anniversary.

Radio copywriting: Two lyrical versions of advertising copywriting (attached ①) written by Teacher Gu are used for rolling broadcast.

Use emotional words to impress customers individually.

(2) Golden Eagle's Voice Golden Eagle is a comprehensive radio station that comprehensively radiates current affairs, economy, music, and traffic conditions.

If you use its time slot as a column program to promote the cutting-edge experience of New World Store or JONO culture, given the limitations of the station itself - relying solely on sound transmission, it will easily cause information loss to the advertising audience. In other words, after listening to

forget.

Therefore, the promotion of New World Store adopts the form of repeated suspenseful advertisements to deepen the impression of customers and arouse their curiosity to achieve the purpose of promotion (it is recommended to start advertising 7 days before the opening).

But if only this advertisement is broadcast repeatedly, it will be similar to ordinary advertisements of other businesses.

So it is just an auxiliary, the column program still needs to be there, and it is the main one to make JONO unique.

Our advertising focus in Golden Eagle should be on the "six stores in five years" and a JONO own program, so as to truly achieve the publicity effect (it is recommended that the column program be scheduled on the opening day).