After comforting the two little aunts, the students were almost rested, so a certain prince continued teaching tirelessly: "Most of you have seen the shopping paper bags sent by Qianqi Department Store, right?
There is a logo printed on both sides of the outside of the paper bag. This is called a 'trademark', which means a commercial logo. Whether it's a paper bag for goods or a wooden box for goods, it can be printed.
What is the purpose of this palace? The purpose is to let customers who come to the store remember this trademark, which is a symbol of quality assurance. This trademark itself is also a brand. The popular understanding is the 'brand of the product'.
Qianqi Department Store itself is a commodity, but it sells services to customers instead of visible and tangible objects in the usual sense.
What is a 'brand'? It is a brand that allows customers to identify the product through a name or symbol, and also distinguish it from other competitors' products.
After customers form a certain degree of loyalty to a certain brand's products, they will only recognize one brand of products in a certain industry and will not buy other brands of products.
Fan's Tea House is a brand in itself, but Mr. Fan's brand awareness is not strong and he does not use his own brand correctly. How to build your own brand? The first thing is to design a clear logo so that people can know it is the logo of Fan’s Tea House at a glance.
Secondly, to spread the word, the easiest way is to advertise. I believe Mr. Fan has already done this. Then, you need to carry out promotional activities to maximize customers' consumption of the tea you sell. Otherwise, if you don't even taste the tea, it would be a lie.
There is a proverb in the fairy world - only after you use it and say it is good will it be really good!
As for the methods of promotional activities, I have already introduced them in the first half of the chapter and they can be used flexibly.
Finally, all items are packaged. Not only high-quality goods need to be packaged, but ordinary goods also need to be packaged, because the purpose of packaging is not only to protect the goods themselves, but also to let customers know that what they are buying is tea from Fan's Tea House. Not other tea houses.
In this way, over time, customers will form a certain degree of loyalty to the Paradigm brand. I dare not say for sure, but as long as there is no problem with the tea itself, if customers want to buy tea, they will most likely choose your Fan Tea House.
The process of a customer using a product is usually divided into three stages. First, he is told, sees or hears about it, then goes to the store to touch the product and observes it, and then purchases and uses it. This is a process of in-depth experience. Finally, you form your own evaluation, which is called cognition.
The customer's positive cognition of the product is called recognition or recognition, which means that the customer thinks it is worth the money, or even worth the money, and will buy the brand's products again before or after using the product. Otherwise, you will feel that the merchant is passing off inferior goods and you will be deceived. You will not make a second purchase and buy the same type of goods from other brands.
The value of the brand is much higher than the product itself. For example, once a customer recognizes the brand of Fan's Tea House, after purchasing a tea, they may also try other varieties of tea under the promotion of their staff. On the contrary, customers will think that there is something wrong with one of your tea leaves, and other varieties of tea will have similar problems, and they will never buy any tea again. "
When a certain prince said this, he was getting some work for his uncle Gong Yonggu, because the newspaper office was not only responsible for editing the newspaper, but more than half of the advertisements and design logos on the market came from the newspaper office's advertising department.
It turned out that the editorial department was the most profitable department. Later, due to the birth of advertising, it surpassed the editorial department in the blink of an eye and became the most popular place.
Usually a half-page soft-text advertisement of 200 words is published on the most valuable ninth page or bottom page, and is worth thirty taels of silver. If only a hard advertisement is published, it costs twenty taels of silver.
The difference of ten taels of silver is the cost of the soft article. The writer can get one tael of silver, which may not seem like much, but for the poor scholar, it is a great blessing.
They can get one tael of silver for writing only two hundred words. They would like to write ten such articles a day, even if they don't take a break for a month.
However, before publication, according to the instructions of a certain prince, many writers had to compare their manuscripts.
"Comparing manuscripts" means comparing manuscripts and selecting the best soft article for publication.
The right of choice naturally belongs to the merchants. Generally, newspapers publish three soft articles for merchants to choose.
If you choose only one article, the price will remain the same. All three articles are required, plus five taels of silver.
However, after that, the ownership of the selected soft article belongs to the merchant.
A certain prince has been to the newspaper office and inspected the printing factory, and he has a general understanding of the situation in these two places.
Nowadays, scholars are rich and craftsmen are poor. With soft-text advertisements, there are basically no poor scholars in the editorial department.
But craftsmen who can make templates and paint can't make much money, which is just a little better than before.
Regarding this situation, a certain prince also thought of a countermeasure, which was to let an advertising company emerge.
Like the organizational structure of later advertising companies, similar companies in Daming are also divided into three departments: planning department, design department, and customer service department.
Naturally, the planning department recruits scribes who are not limited to rote studies. The design department is full of skilled craftsmen. The customer service department, regardless of gender, is required to be smart and well-spoken. The most important thing is to be able to deceive customers...
A certain prince is not afraid that the advertising company will have no customers. All the advertising orders in Gong Yonggu's hands have been scheduled for next year. Once a brand-new marketing method is launched, under the hint of a certain prince, the newspaper's new and old customers and even profiteers and students will be willing to tried.
The brand design is initially divided into three grades: high, medium and low. The low-end is priced at 100 taels per set, the mid-range is 200 taels per set, and the high-end is 500 taels per set. The price of printed matter is calculated separately.
It includes brand strategy, brand logo, marketing plan, hard and soft advertising, and printed products. The higher the price, the more detailed the content.
Don't be too expensive. In the entire Ming Dynasty and even in the world, this is the only advertising company that has reached a quasi-professional level. Other than that, you can't find another one with a box of money.
As for the boss of the advertising company, a certain prince had already thought of a candidate, and naturally it was his aunt.
After my uncle became a career-oriented man, my aunt could only play counting money in the mansion, which would be too boring.
Letting my aunt serve as the proprietress of the advertising company will allow the two of them to fly together and be able to work together in business.
After saying hello in advance, Princess Le'an paid 10,000 taels of silver herself to use as the company's start-up capital. A certain prince did not pay a penny, but used his knowledge to invest in shares, accounting for 60% of the shares.
There is nothing wrong with this allocation, because Princess Le'an cannot turn ten thousand taels of silver into tens of thousands or even one hundred thousand taels of silver except by relying on the newspaper, but a certain prince has this ability.
The aunt of a certain prince is also very enterprising. If the advertising company can develop, she can compete with her husband in the future.
In the early days, the income of advertising companies may not be as high as that of newspapers, but as long as they are on the right track, it is very easy to make tens of thousands of taels of silver a year. And as long as Braid does not aspire to dominate the Central Plains, the company's annual income is very stable.
The company's income is high, and the employees' income will naturally be high. A painter used to earn ten taels of silver a month. Now he works in advertising and does one order a month, that is, making a brand logo for a customer. After tax, he can earn Eight taels of silver fell into the bag.
Generally speaking, no matter how low the efficiency is, you can still do two sales in a month, and it is not a big problem to get a salary of sixteen taels. If you meet a wealthy and big client, your monthly salary will be far more than this amount.
Where are the big wealthy customers?
The people in front of a certain prince basically fall into this category!
After being brain-machined for twenty hours, these people will not only not think that brand design is expensive, but will also think that it is something that must be done, and it is worth the money.
If you don’t spend five hundred taels of silver on an advertising company to buy a set of high-end design products, then you will lose your status and be a very short-sighted businessman...
A certain prince has given his aunt a set of advertising company operation manuals. The contents are very detailed. As long as Princess Le'an follows them, everything will be fine.
It includes work and rest rules, rewards and punishment regulations, personnel responsibilities, organizational structure, service items, etc., and even the company's decoration and layout are clearly marked.
Everyone has a semi-enclosed work station with one-meter-high partitions on three sides. Designers, in particular, are equipped with two drawing boards to compare design effects.
Designers also need to be assessed. Those with the highest level can become designers after a three-month probation period and meet the company's requirements. Not counting bonuses, the basic salary will reach 20 taels.
If you can become a design director, then your basic salary can reach 5 taels. In addition to bonuses, your monthly income will not be less than 20 taels.
The company is in charge of lunch, and all work supplies, including work clothes, are distributed free of charge. The only requirements for staff in the planning and design departments are to be conscientious, rigorous, on time and of high quality.
A certain prince originally thought that Bo Jue and Dean Song were the smartest people in this time and space, but the abilities of some painters exceeded the prince's expectations.
Several painters actually learned pencil sketching in less than two weeks, or about ten days to be exact, under the guidance of a certain prince, which is astonishing.
The remaining thing is to make the "dog hug" design in proportion and it is very easy to get started. For these guys with very high abstract thinking ability, the only difficulty is how to explain their design concepts to customers.
You can't say that the pattern I drew is good, wonderful, or awesome. Then 250% of the customers will not accept this explanation.
There is no other way but to ask people from the planning department to come over temporarily to help. First let the painters tell them the general meaning of their works, and then let the planning copywriters summarize it, form it into words, and then beautify it to a certain extent. Only in this way can it be said. exit.
Although businessmen are smart and can identify the signs they like, when they get to the planning department and see those detailed and rigorous plans, they can't digest them for a while, and they are directly fooled.
The essence of deception is to say something that makes businessmen confused and half-understood. They are half-understood and half-confused. They want to ask but are afraid of saying the wrong thing and being laughed at by the other party.
In the end, you are forced to think that if you don't understand, then others will understand even less. In this way, you can maintain a sense of mystery. In short, it is enough to make customers who come to buy goods feel that your products are high-end.
"I just said that packaging is an important part of building a brand, because a set of exquisite packaging itself is a secondary promotion of the brand, and the logo on the packaging is brand advertising. Everyone has seen this Qianqi Department Store logo. Is this a paper bag? If there are 10,000 people in the city carrying this kind of paper bag, what effect will it have? It is obvious that everyone carrying a paper bag is advertising for my Qianqi Department Store, and it is free Advertising. Many of you have spent a lot of money on advertising, but have you effectively turned your customers into mobile billboards for your homes?”
After hearing this from a certain prince, the profiteer students below suddenly realized that no wonder the prince was so willing to give customers paper bags. It turned out that the secret was here!
They previously thought that making the paper bag so meticulously was a waste of money, and were very puzzled by the prince's behavior. After being awakened, they could only praise and admire the prince's intelligence.
It does seem very feasible to do so. It is not difficult to make a paper bag, and it is not difficult to print your own logo on it. You can do it with a little money. This method is really cost-effective and effective.
Many people plan to find someone to print a large number of paper bags tomorrow. As long as it is enough to buy their own products, they will give customers a paper bag, which can also be used as free advertising.
This lesson was indeed not in vain. Although one lesson was equivalent to one hundred taels of silver, after learning how to do this free advertising, the money saved far exceeded the tuition fee.
Those new knowledge about "brand", "business format", "positioning" and so on are just like giving away for free. No matter how you calculate it, you are determined not to lose money!
"I would also like to remind you in advance that whether it is a brand, logo, advertisement, or packaging, what is required is simple, eye-catching, and easy to read, listen, understand, and remember. This meets these requirements. , can you achieve widespread advertising and have a positive effect. Otherwise, if you print a bunch of pictures or a large paragraph of text, but the other party doesn't remember anything, then isn't your advertising in vain?"
If you don't give this instruction, some second-hand merchants may have all the paper bags printed on them when they go back, for fear that there will be less printing and they will suffer a loss.
If you really do this, you will definitely make customers ignore your paper bag. Who has the time and energy to look carefully at such a dense pile of words?
The paper bag sent by Qianqi Department Store has a red box with a rolling cloud on it, with four regular script characters of Qianqi Department Store printed inside, and a line of the store's address printed below the box.
This is enough. If there is more content, it will be dizzying and will not serve the purpose of publicity at all. Simplicity and practicality are the basic requirements for live advertising.
"Yeah, yeah, yeah!"
"The determination is correct!"
The profiteer students below began to nod frequently again, and then wrote down everything the prince had told them in their little notebooks, for fear that they would forget it later.
After returning home, I will have a good discussion with my whole family and decide to let the printing house print it. Otherwise, if the printing is slow, I will fall behind my peers.
"The full name of your shop can be very long, but the name used as the brand logo must not exceed six characters. This is by no means a requirement of this palace, but a survey data obtained from the fairy world. The survey shows that customers cannot remember six characters at all. If anyone lists a brand name with more than six characters, it will be a waste of time. For example, the brand name of Fan's Tea House is 'Beijing Fan's Ultimate Luxurious Enjoyment Tea House' , then the customer will definitely not be able to remember it, and in the end he will probably remember that this company is a tea seller, and even his family name will have to be forgotten."
Anyone who dares to advertise like this has basically ruined his martial arts skills...
