The Advertisement Has Just Been Posted

CHAPTER 1 : LOWEST ADVERTISING COST

Today, as long as they have money, businesses can easily promote themselves on all media such as television, books and the Internet. Advertising companies all have a team of professional advertising staff, providing customers with many effective advertising forms and options. However, they mainly serve big brands, but small businesses often do not have enough money to implement those advertising plans. Besides, advertising companies also lack personality and valuable projects. Cheap price for small businesses. So what should small business owners do to spend less money on advertising and achieve the highest efficiency?

Truong opened a small restaurant in Hoi Long Quan area, Beijing, his main customers were people living in that neighborhood. The Hoi Longguan area in Beijing has about dozens of residential areas, with a population of several tens of thousands of people, equivalent to the population of a small city. Among those who go to work, up to half take private cars or buses, the rest often take high-speed trains or subways. Beijing city is really huge, it takes 3 hours a day to drive to work and back home. If you take the high-speed train or subway, it is a bit faster and there is no traffic jam, so it has become the top choice of many people living here. Truong's restaurant is located near the south gate of the residential area, people coming to the train station have to go through his store.

Normally, Truong's work is divided into two main areas: one is selling breakfast food, people who pass by his store can conveniently buy a few quiches or dumplings, and add a bottle of soy milk to fit. go and eat. But selling morning gifts is really tiring, so Truong rents the shop to someone else to sell in the morning. His main job is selling food at night. Many people work far away or work overtime. By the time they get back to the station, it's around 9 p.m. They're afraid to cook, so they often come to eat at his restaurant to finish their meal. During the day, everyone goes to work, the area is very deserted, and the school has nothing to do.

Truong's restaurant has been open for half a year and is doing okay business. Because there are many shops on the street similar to Truong's, and the food is not outstanding, so there are usually no customers until late at night. Truong wanted to advertise to attract more customers to the shop, but he had thought for several days and still could not find a feasible solution. If you advertise in the Beijing Youth or Beijing Evening Newspaper, the cost will be very high. The school does not have enough money; Second, Beijing's population is about 20 million people. Even though newspapers are distributed throughout the city, how many people from far away travel dozens of kilometers to come here to eat at your restaurant? Only people living in this area are likely to become the University's target customers. Posting ads in newspapers is like using a buffalo scalpel to cut off chicken blood, with little effect.

So what about posting ads in the area? Placing advertisements indiscriminately in the city is against the law, the government is very strict, the advertisement has just been posted, customers have not yet arrived when the authorities have already taken it down, and they will also be fined. . Or hire someone to distribute leaflets at the station? Neither can.

Although Hoi Long Quan is not too large, there are dozens of smaller residential areas. How does Truong know who lives near this area? Sometimes it takes tens of minutes for someone to actually live nearby. . Moreover, normally at the station there are already too many people handing out leaflets, passersby sometimes just pick them up and throw them in the trash without reading them.

The school's business relies heavily on people who come home from work late. One day, when there were no customers and nothing to do, Truong slowly walked to the station door. Suddenly, something caught Truong's attention. Outside the station gate, there are quite a few buses picking up workers and employees of the area. Based on these cars, you can easily recognize who lives in the same area and who lives in another area.

Suddenly, a light flashed in his mind: "My business mainly relies on people who come home late from work and don't want to cook. These people all drive the area's cars. If there is an advertisement on the car, maybe they will know and come to the restaurant to try it out. Even people who are not driving home can see your ads. This form of advertising is more effective than newspaper or television advertising.

So Truong went to the company in charge of buses to pick up workers and employees of the area. Coincidentally, there was also another company asking for permission to post ads on the buses, so the two of them cooperated. A few days later, flyers advertising 10 dong for a full meal, 15 dong for delicious food, 20 dong for even better food appeared on all shuttle buses in the area, even in front of each passenger's seat. Although the number of cars in the area is not many and the advertising cost is cheap, the effect is really good. Many people come home late from work and are afraid to cook. When they see an advertisement, they immediately know the store when they ask the driver. It's also convenient to get home, so there's no need to hesitate and try it out. Thanks to that, the school's work prospered quickly.

The school also pays great attention to improving the quality and type of dishes, making the business more and more stable. Diners often have the mentality of following the crowd. Wherever there are many people eating, they also want to go.

Each person introduced to the other, customers became more and more crowded. With the development momentum, Truong plans to continue advertising on 50 vehicles within half a year, so people in the surrounding areas will also know about his store.

Interesting lesson

To attract customers' attention, advertising is the most useful means. Normally, businesses often post advertisements on television, newspapers or the Internet. Those media are of course the best and most widespread advertising options, but that's why they have the highest cost. As a small business, owners often have to carefully consider how much to invest, whether advertising is effective, whether they have enough money to pay until the end of the advertising term, or if they cannot do the following things. That means it has failed. For example, a business posts an advertisement during prime time on television that costs 1 million yuan, but is only broadcast a few times, viewers cannot remember, and although it costs money, the effectiveness is not high. Small businesses cannot afford this advertising activity. At that time, you should invest in types of advertising that few other businesses pay attention to, have low costs but can hit the target customers, and will certainly be very effective.

3. 100 RMB A BOWL OF porridge, using tricks to gain fame

A bowl of normal white porridge sold at the market only costs 1 yuan, a bowl of slightly better porridge costs about 5 - 10 yuan. The porridge shop survives mainly thanks to the needs of customers to nourish and nourish the body. If it does not increase the selling price, it certainly will not have high profits. One more important thing is that selling porridge is not the most prosperous catering business, the number of diners is not many, the number of visitors per day is not high, moreover, customers are only limited to a small range. never mind. If you want to make money selling porridge, you must build a reputation among diners, which is not easy. Of course, you can also post ads on mass media, but the effectiveness is not very high. However, making an expensive dish to attract society's attention and at the same time make the media actively seek out it is also not a bad choice.

Tieu Truong opened a porridge shop, the main customers are office workers and people with average income. Currently, the nutritional diet is on the rise, many people believe that regularly eating porridge will help improve their health. In addition, there are also diners who are bored with the usual seafood dishes, so they turn to porridge.

The store's income is mainly based on expensive porridge dishes, which have the effect of nourishing and nourishing the body. The price of a bowl of porridge ranges from 10 to 30 yuan, so the profit is not bad. But then a few more porridge shops began to appear around, with prices and service quality identical to Tieu Truong's shop, and the number of diners drawn to those shops was also not small. Besides, the customer base of the porridge shop is quite special. The number of customers is not large, so it is not as good as other restaurants that sell dishes that many people love, so the restaurant's regular customers are only a few people. . So every time a new porridge shop pops up, Tieu Truong's shop has fewer customers. Of course, the number of regular customers cannot be equal to the visitors who come to eat porridge. Tieu Truong also thought about reducing prices to attract customers, but after careful calculation, he found it was not feasible because if he reduced prices, it would affect profits; On the other hand, if we reduce prices, other stores also reduce prices, and in the end, everyone doesn't make money. More importantly, discounts can only keep old customers but not attract new customers. If the market is not expanded, the root cause of the problem cannot be solved.

Tieu Truong wondered how to spend less money and still advertise effectively, making more customers know about her restaurant and come enjoy it.

That day, Tieu Truong was at home watching TV, a news story caught his attention. The reporters were interviewing a noodle shop owner, a bowl of beef noodles there costs 108 yuan, everyone thinks the shop owner is crazy because normally a bowl of noodles only costs 10 yuan, the most expensive is only 20 yuan. just bad.

It was this sky-high price that attracted the media. The reporter asked the noodle shop owner: Why are your noodles so expensive? The noodle shop owner calmly replied: We only sell 20 bowls of this type of noodles a day. We ensure the broth is made from premium beef bones, the beef is imported. The price of meat is high, of course the selling price of the noodles is also high. must be high."

The reporter also interviewed diners who ate this incredibly expensive noodle dish, including a young couple, the young man only ordered a bowl of regular noodles while the girl chose a bowl of special beef noodles priced at 108 yuan. The young man shyly bowed his head and said: My girlfriend wanted to try the special noodles, so even though the price was expensive, I still ordered it. It was 108 yuan and if I calculated it, she would definitely think I didn't care about her, probably Surely the relationship will be broken. As for me, I don't need it so I just order a bowl of regular noodles. In addition, the reporter also interviewed a customer dining alone. This person looked straight into the camera and said very naturally: I heard there is a place that sells a bowl of 108 yuan noodles so I came to try it. Seeing this, Tieu Truong's wife sitting next to him burst out laughing and said: There are indeed many strange things in this world, young people like to show off and rich people like to spend money for nothing, this boss is really a know how to make money.

Tieu Truong said nothing. He was originally quite a sharp person in business. The reporter was standing and talking endlessly in front of the noodle shop, but he didn't pay attention anymore, he was thinking about his porridge shop. Or should you try to do the same as the noodle shop owner? Every day he meets many customers who don't care about the price. As long as the food is unique and different, showing the class of the diner, 100 yuan is not expensive. The shop's main customers are office workers. As long as the food suits their taste, there will be buyers for 100 yuan. The most important thing is that when you sell such expensive porridge, customers will think that your food is delicious, worth the money and shows class. The even bigger benefit is that it will attract the attention of the media.

Tieu Truong told this to his wife, and his wife said in surprise: You have to think carefully, a bowl of porridge costs 300,000 VND, customers will definitely pay attention, we will become famous, but it's a foolish thing to say. You can't create a good reputation, but what if you have a bad reputation? Who knows, when customers hear the news, they think we are demanding and like to excel?

Tieu Truong smiled and said: I've thought about it carefully. We can ask a famous Oriental medicine doctor to combine rare ingredients together to create a nutritious porridge, so customers will have confidence. We also have the facility to advertise. In terms of media, if a reporter comes to interview, we will introduce other types of porridge, so that all diners know that our store's menu has prices ranging from medium to high-end. Normal porridge is not expensive, so the problem can be solved.

After launching this expensive porridge dish, Tieu Truong's porridge shop has indeed become the focus of the media, some people praise it, some people criticize it, TV stations come to interview, more and more people know about it. his porridge shop and came to it with the mentality of try it and see how it goes. Although not many people order the 100 yuan porridge, other popular porridge dishes sell very well.

Interesting lesson

When doing business, don't be afraid that there will be no buyers, just be afraid that your goods are not special, be afraid that no one will know about them. Different techniques are the first unique feature, having a good store location is the second unique feature. If you don't have those heavenly advantages, then create your own unique feature to attract attention. customer's opinion. Having identity, having discussion, combined with advertising effects in the media can create huge communication effects.

4. SALES THROUGH THE 9 INTERNET, WITH LITTLE CAPITAL YOU CAN DO BIG BUSINESS

Manufacturing spaceships, operating software systems and Maglev technology are all highly technical fields. Just understanding nuclear technology is enough to dominate the market, the investment threshold is very high. , if you are not a master of masters, you will not be able to break into this field. But there are some fields that do not require high technical content and are easy to participate in. The difference between competitors does not lie in technology but mainly in the influence of the brand. Brand building is mainly based on advertising and communication, so that customers gradually become familiar with the product brand, thereby winning their hearts and trust.

Vu has a small home appliance factory. In recent years, he saw that soy milk makers were selling very well, so he switched to making this product. The soy milk maker is very easy to make, just requires a jar, with a blade and a filter inside. Because it's so simple, you can do it if you just want it. The cost of opening a factory is not very large, so many people flock to invest in this field, making the competition between soy milk maker brands on the market even more fierce. Customers are confused and don't know which brand is good. In the end, they often choose the brand they are most familiar with.

Therefore, Vu focuses very much on advertising his brand, thinking of ways to make the company's reputation appear on television, at least so that many people know about it. People in the same industry as Vu are of course not stupid. They also know this, so they send people to distribute leaflets everywhere and advertise on the media to expand the market. The way every business works is similar, so no one can make a breakthrough.

Vu loves reading books. He noticed that big brands such as Cocacola,