In order to better carry out publicity activities and raise awareness, the Southern Automobile Expo Center can have a higher position in the public's mind.
Create momentum, and the early advertisements can be carried out reasonably and scientifically; The smooth implementation, entrusted by it, specially arranged to formulate the early advertising plan of Southern Automobile Expo Center.
Second, the market analysis
1. Analysis of market environment advantages
A. Zhangmutou Automobile Expo Center is located next to Guanhui Highway, with criss-crossing transportation such as roads and railways, and the traffic is very convenient and fast. The center takes Zhangmutou as the center, radiating Tangxia, Qingxi, Huangjiang, Xiegang, Da Lang, Fenggang and other surrounding towns, and the 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, the economy of Zhangmutou 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, the automobile and its affiliated industries will have 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, the automobile sales in Dongguan and its surrounding areas are scattered, and most of the supporting service facilities are not perfect. The Southern Automobile Expo Center is the first modern automobile trading market in Dongguan and its surrounding areas. The completion of this center will attract more customers from automobile and its affiliated industries to pay attention and consult and invest, and the market prospect is very broad.
B its own environment is superior, it covers a large area, the layout of the whole Expo center is reasonable, and the related supporting facilities such as large parking lot, exhibition hall and trading hall 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 advanced automobile trading center with advanced equipment and complete functions in Dongguan and even the whole Pearl River Delta region.
C. High-quality services, industrial and commercial, taxation, traffic control, banking, insurance and other service facilities will come into 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 car culture, new car launch and on-site promotion activities for cars and their affiliated dealers, and are equipped with car beauty and decoration projects, making the whole trading center more standardized and integrated.
D. The hardware facilities such as communication, language query, digital demonstration, information release, and electronic camera in the Southern Automobile Expo Center are also perfect, with luxurious and elegant decoration and comfortable and warm business environment.
Third, the early market strategy
1. Focus on market opportunities, carry out extensive publicity, so that its advantages can be 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 (corporate identity system) as soon as possible, and realize the market strategic goal of breaking famous brands.
4. Introduce modern management mode and high-quality service to establish a good corporate image and enhance corporate reputation.
Fourth, the pre-advertising strategy
1. Advertising Positioning
The advertising positioning in the early stage should reasonably take into account the advertising plan in the later stage and the specific implementation of the advertisement. It is suggested that the supporting service advantages of Southern Automobile Expo Center should be adopted as the advertising positioning.
2. Advertising demands
Take rational advertising appeal as the advertising appeal point, and convince people with real facts, so as to facilitate the operation of advertising in actual operation.
3. Advertising objectives
Strive to combine advertising and other propaganda means before the opening, so that the South Automobile Expo Center can be deeply rooted in the hearts of the people before the opening and occupy a certain position in the market. The target of advertising should be all automobile dealers, as well as the manufacturers and dealers of their spare parts and automobile beauty and decoration. Create a good reputation among them to enhance their own value, so as to attract more customers to consult and invest.
V. Media analysis
A. Among the numerous advertising media, several advertising media such as TV, newspaper, outdoor, internet and radio are the main ones in Dongguan. Among them, the advertising effect of TV, newspaper and radio is obvious, 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 the audio advertising media, TV and radio have two languages, Chinese and Cantonese, but as far as advertising targets are concerned, there is no great 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 the communication channels and make effective use of advertising resources.
Six, to the media delivery schedule
Remarks on delivery time, delivery method of advertising purpose in the form of media advertising
In 20021February, the customized corporate image advertisement of Southern Metropolis Daily's automobile special issue, leaflets and gift advertisements improved the visibility and established a good corporate image. Newspapers are put in every other issue,
In 2003 1 month, the automobile special issue of Southern Metropolis Daily, the automobile special issue of Dongguan Daily and the construction of its own website. Corporate image advertising establishes a good corporate image and expands its influence. Newspapers are put in every other issue.
In February, 2003, the automobile special issue of Southern Metropolis Daily, Dongguan Daily, Shenzhen Special Zone Daily and radio advertisements changed from corporate image advertisements to investment promotion advertisements to expand their influence within the advertising target. Get praise and enhance reputation. Newspapers are put in every other issue, and radio stations are put in twice a day, making outdoor advertisements.
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 merchants to consult investment newspapers once a day and radio stations four times a day. Outdoor advertisements were released and TV advertisements began to be produced.
In April, 2003, Southern Metropolis Daily, Dongguan Daily, Shenzhen Special Zone Daily, Shenzhen Business Daily, Zhangmutou TV Station, Dongguan Santai, Feicui Station, Mingzhu Station, outdoor, radio advertising, website construction and magazine advertising were completed. Investment promotion and advertising, soft text operation. Attract more merchants to visit, consult and invest in newspapers once a day, radio four times a day, magazines, TV advertisements twice a day, newspapers and magazines depending on the actual situation.
VII. Remarks
This plan is the advertising plan of Zhangmutou South Automobile Expo Center in the early stage (2002.12—April 2003). If there is anything wrong, it needs further communication and deepening in order to strive for perfection. Achieve the desired effect.