There was nothing to say all the way, Gu Bei took the Buick Regal along Huaidemennei Street, through the Second Ring Road, Shen Cheng sat in the back, looking out the window with a cigarette in his mouth, and had been wondering what kind of medicine Gu Bei was selling in the gourd, to be honest, he was really curious, he had analyzed the reasons for Gu Bei's success in just one year, and the final conclusion was that Gu Bei's ideas were ahead of his time, and many moves were far from what they could think of, so he had a strong desire to explore Gu Bei's next move. Pen? Interesting? Pavilion wWw. ｂiquge。 ｉｎfo

In the process of going around, the car arrived at the New Century Cultural Square.

After getting off the bus, Gu Bei took Shen Cheng to Block C1 of the New Century Cultural Square Building, Shen Cheng was even more puzzled, why did Gu Bei bring him to Yuexiu?

It happened to be working time, and there were many white-collar office workers taking the elevator, Gu Bei was not in a hurry to get in, and stood at the elevator door with Shen Cheng and Zhao Tuo waiting.

The waiting time was boring, and Shen Cheng saw Gu Bei looking at the print advertisement at the elevator door with great interest, and then looking at the expressions of other people, the same.

Shen Cheng touched his chin, and suddenly remembered that Gu Bei asked him to count the print advertisements of high-end buildings in Qingchuan City some time ago, could it be that Gu Bei's next move was aimed at the advertising channels of elevators in high-end buildings in Qingchuan City? This is very possible, but Shen Cheng knows that it is impossible for Gu Bei to do print advertising in office buildings, for no other reason, Gu Bei once told him that he has no advantage over other media companies in terms of print advertising in office buildings.

Gu Bei glanced at Shen Cheng, who was deep in thought, and asked casually, "How long did you say we waited for the elevator?" ”

Shen Cheng thought for a moment: "At least 30 seconds." ”

Gu Bei stretched out his hand and poked at the print advertisement at the elevator door: "But in these 30 seconds, this advertisement has been fixed in my mind, and its creativity is quite good, which left a deep impression on me." ”

Shen Cheng nodded: "The print advertisement of high-end buildings involves the concept of focus marketing, just like this advertisement, it is a fitness club, their subdivision product is sports and fitness, and the target consumer group of the fitness club is the white-collar workers who are busy and under pressure, so it is most appropriate for the fitness club to set the office elevator as their specific marketing channel, after all, the office elevator is a must for all white-collar office workers." ”

The eloquent Shen Cheng made Gu Bei a little surprised, he did not expect Shen Cheng to understand the concept of focus marketing so well, perhaps in later generations focus marketing is the concept of rotten streets, has been used by businesses in every corner of people's lives, but in 2002 China this concept was not long proposed, Shen Cheng, as a Chinese student, understood these new concepts, obviously studied hard in the media field in private.

"The idea is very right, but in addition to the target consumer group, product segmentation, and specific channels, focus marketing also has a crucial point, that is, special communication media." Gu Bei stretched out his hand and poked at the print advertisement of the fitness club: "Have you thought about it, one: the elevator is too slow, and the waiting time is too long; Two: 9-to-6 office workers are stressed and tired at work. This form of print advertising is a medium that they will find boring and unattractive after watching it for a long time. ”

Shen Cheng nodded.

He vaguely guessed what Gu Bei wanted to say, but he couldn't think of that blank spot.

Gu Bei leaned against the wall next to the elevator, took out the acacia bird and threw it to Shen Cheng, and continued: "Obviously, this kind of communication medium in the form of print advertising has many restrictions in the subdivision channel of office buildings, and it is definitely not a medium that can provide the best experience for the target consumer group, Shen Cheng, have you ever thought about what media can provide the best experience for the target consumer group?" ”

Shen Cheng shrugged his shoulders and said that he was listening.

Gu Bei smiled, he took two puffs of cigarette and said: "You said that if we replace this kind of print advertisement with a TV, will office workers not feel that the waiting time is boring and long when they are waiting for the elevator?" ”

Shen Cheng's hand holding the cigarette trembled, and then looked up at Gu Bei.

A sentence that wakes up the dreamer.

Gu Bei's next move was to make a TV advertisement at the elevator door!

In the past few months, Shen Cheng has gnawed a lot of domestic and foreign media, because Gu Bei wants to be a media, he does not have Gu Bei's keen business sense and ability, and he can only study hard if he wants to keep up with Gu Bei's pace, so he has a very detailed understanding of the media industry, and he knows that the investment in advertising media is undoubtedly the largest in the marketing cost of enterprises.

Regardless of the hundreds of millions of dollars of advertising investment of international brands, in China, from the "CCTV standard king" with unlimited scenery to the sky-high price of domestic brands to hire celebrity endorsements, it is tens of millions to hundreds of millions of yuan of investment. Intensive advertising bombardment can indeed make the brand a household name, but for some products, spending a lot of money in exchange may be the result of "cannons hitting flies", obviously the cost and the benefit are not proportional.

In Shen Cheng's view, the dilemma faced by many Chinese enterprises in marketing is usually: it is not difficult to segment the target audience, the difficulty is that when the enterprise depicts the outline of the target audience, it is found that it is impossible to effectively distinguish and reach the target audience with the appropriate communication carrier, and the advertising must also pass through television, print, outdoor, the most common mass communication channels with a wide audience.

Now, Gu Bei thought of a powerful subdivision field communication carrier-Focus TV.

Shen Cheng doesn't know how valuable this new communication carrier is, but he can clearly realize the advantages of this communication carrier: first, the operation is simple, as long as the LCD TV is hung on the wall of the elevator entrance, you can collect money; Second, with natural trade barriers, who first grabs the territory of other companies and then difficult to enter, the number of office buildings is limited, occupy one less building, as long as it occupies it, it can ensure long-term returns; Third, the target audience positioning is quite clear, for those fashionable, high-end products, this is the most direct, the highest hit rate of advertising media.

It took about 20 seconds for Shen Cheng to figure out all the links.

He looked up at Gu Bei, who had a normal expression, and couldn't help but tremble in his heart, how high a person's vision is and how wide his vision is, he can judge it from his control of details. Gu Bei's whimsical idea seems simple, but there are so many media tycoons in the world, why is only Gu Bei the first to think of it? A true genius is often thinking what others can't think and doing what others can't do in some ordinary things.

Shen Cheng finally knew where Gu Bei's ambitions were.

This ambition made the nineteen-year-old extremely excited in his heart, but his face did not change much, he said calmly: "Gu Bei, you are ruthless enough, if you can really do it, I am afraid that it will subvert the entire Chinese media system, and Enron Media may even become the media platform with the most brand explosion in China." ”

Gu Bei was pleased with Shen Cheng's super comprehension, he didn't need to ask anything, he didn't have to explain anything, that kind of feeling made him very comfortable, this kind of person with a keen sense of smell and down-to-earth could help him carry the banner of Enron Media in the future, Gu Bei nodded and said: "Yes, the core scene of the elevator will definitely become the most important focus channel in the media industry in the next ten years in China." ”

******

PS: Next chapter, three o'clock in the morning tonight, or noon tomorrow.

Thank you all for your support, I continue to codeword.