Today I saw a "kindergarten" advertising enrollment in a taxi. This seems to be the work of "people who don't understand marketing". It's basically wasted...
Why did I choose the picture below to do it? "With pictures"?
Because we seek truth from "facts", you will ask, "What does this have to do with admissions?"
It really does have a lot to do with it. Let's look at the "facts" first. The explanation is "the real concrete things that are happening now." "Things", then if you transform it again, "it will be a problem", and if you transform it again, it will be a "goal".
And the goal of the kindergarten is "enrollment", then I have to ask, "Does your kindergarten have branches in every community in Qujing City ?" If so, then the purpose of advertising for taxis is " Brand"; if not, it is wasted.
You will ask "Why?"
Before answering, you must first understand "human nature". Would you run from the east to the west every morning to eat a bowl of rice noodles and then return to the east to go to work? The answer is definitely not, unless you are too busy. Because people's living radius is within 2 kilometers, and it will be troublesome if it is too far away. What people need is "simple, convenient and fast". Are these all “real facts”?
Now let’s change the “parameters” and replace the “eat rice noodles” just now with “pick up and drop off children”. How about it? Just thinking about it makes me feel "very painful"!
Advertising is not about "fighting" for more money, but about "input-output ratio". Some people can create big returns with very little cost, while some people spend a lot of money but can't even get back the cost. There are many cases like this...
Marketing and advertising are one and the same. separation. Marketing is "intangible", while advertising is "tangible", just like the "yin and yang" of , tai chi, , mutual tolerance, mutual benefit and win-win. You have me I have you.
Before placing advertisements, we must first analyze clearly, "Where are the precise fish ponds?", "Where are the customer groups?"... Determine the goals first, and then choose the corresponding advertising channels. During this period, we must continue to of adjustments to the specific details. For example: time period, content and presentation form, etc.
If you want to explain everything clearly, you may need to write a book. Today I will just share a general summary of this matter. As for the specifics, we can communicate privately.
—— Zi Cheng
"seeking truth from facts"
