"Carry out publicity around these points …"
"Yes, I'll think about it carefully."
Ye Zhizhou frowned and fell into deep thought.
It was indeed difficult for him to study these publicity plans because he had never touched them before.
Fortunately, Meng Chang had already given him a clear direction, just like how Boss Pei had given him a clear direction when designing games.
Creating a publicity plan according to the direction given by Meng Chang was just like designing a game according to the direction given by Boss Pei. The two had something in common in certain aspects.
"I think the slogan can be set as' you can enjoy the fun of driving without leaving home '. This slogan can be used throughout."
"This sounds a little stupid, but after experiencing the entire set of peripherals and playing the game, you will know that this slogan is actually quite appropriate."
"In addition, we can advertise that 'everyone can become a racing god'. Everyone's first reaction when they see this slogan might be to think that this is a racing game, but in fact, it is a simulation game with very strict driving skills."
"Gamers can indeed become racing gods, but they need a lot of hard practice. It might be much better in terms of car repair and safety than in reality, but the actual amount of training will not be much less. "
"It's not easy to think about the publicity slogan for the equipment. I think we can emphasize the price and dusty attributes of these equipment. On the surface, it looks like a form of dissuasion, but in fact, if we look deeper, we will feel that if the conditions permit, this is actually a very cost-effective long-term investment."
Meng Chang listened patiently to Ye Zhizhou. At the same time, he gave a simple evaluation of the methods that Ye Zhizhou had mentioned.
The direction was right, but the details were too different. What's more, there were conflicts between some publicity strategies.
However, this was the first time he had used the Pei Consortium's publicity method. It was not easy to find a direction and do it to this extent.
This was just like creating. It was fine if the things created were rubbish. It would slowly become better in the future. He was afraid that there would be nothing in his mind and he would not even be able to create rubbish.
If he created rubbish, he could improve it bit by bit through criticism. However, if he could not create anything and his mind was empty, how could he improve?
Take Ye Zhizhou's current situation for example. Even though the ideas that he had thought of were not mature and had a lot of room for improvement, he had still thought of something and followed the correct path of the Pei Consortium's publicity method.
Meng Chang pondered for a moment and reminded Ye Zhizhou to consider some details.
"It's good that you can think of all this in such a short time. However, your ideas are too scattered. There's no way to form a complete and coordinated marketing plan. "
"Some of the contents even conflict with one another."
"For example, if you want to advertise that you can enjoy driving without leaving home and that everyone can become a god of racing, this means that you have to use the 'one-sided method' of the Pei family's publicity method, which is to emphasize the one-sided attributes of a certain product, thus misleading consumers and making them cry that they have been deceived when they discover the whole picture."
"But immediately after that, when consumers carefully ponder over the whole picture, they will realize that the shortcomings that we deliberately did not mention before have become advantages, or rather, unique advantages."
"As for 'emphasizing the price of the equipment and its negative attributes', it's actually using the Pei Corporation's' dissuasion method ', or you can call it the' honesty method '."
"In other words, it's deliberately being honest and even emphasizing the product's shortcomings to dissuade players from using it at the first moment. But in fact, players will discover that such shortcomings are often accompanied by benefits after experiencing them in depth. Sometimes, it's not the product's shortcomings, but the user's own shortcomings.
"In that case, many people will have a rebellious mentality. The more they are dissuaded, the more they want to buy."
"However, the problem is that these two methods are actually conflicting. That's because the former has to emphasize the advantages, guide consumers to discover the disadvantages themselves, and then reverse it. The latter has to emphasize the disadvantages and let consumers discover the advantages themselves."
"If we mix them together, it's easy to interfere with each other. Either we use one or we use them separately. "
Ye Zhizhou: "Separate?"
Meng Chang nodded. "Yes, separate."
"For example, the game will be promoted by Shang Yang Games, and the equipment will be promoted by Otto Technologies."
"The two publicity times can be slightly staggered. There's a time difference, and the publicity method can also be different."
"The game can use a unique publicity method for the game, such as the publicity materials on the game platform and the introduction on the details page. As for the equipment, it can use a unique publicity method for technological products, such as a news conference."
Ye Zhizhou was enlightened. "I see, I understand!"
"In other words, the game is actually more suitable for 'one-sided' publicity, just like the publicity plan of 'Struggle' at that time. These peripherals can be publicized using the 'dissuasion method', just like the first generation of Otto cell phones and smart fitness drying racks."
Meng Chang was very happy. "Eh? It's great that you can think of these cases. You saved me a lot of time to explain. That's right, this is a classic case of the Pei Corporation's publicity method! "
"You can spend some time to study these cases later and imitate the specific process of these cases. At the same time, combine the characteristics of the game and peripheral products this time and come up with a new publicity plan."
Ye Zhizhou nodded. "I understand! Thank you very much! "
"Now, I understand Boss Pei's good intentions. It would indeed be better to let the person-in-charge of the various departments grasp the publicity and marketing techniques and formulate their own publicity plans!"
He had originally thought that Meng Chang did not want to do the publicity plan for Safe and Civilized Driving because he wanted to slack off, but it did not seem like it.
If Meng Chang wanted to slack off, he could just do it perfunctorily. Why did he have to come over and teach him the Pei Corporation's publicity method?
Ye Zhizhou would not feel that the publicity work had nothing to do with him. After all, Boss Pei had always hoped that the people in charge could become multifaceted.
Publicity and marketing was actually a part of the product. As the person-in-charge of the project, it was definitely not appropriate to rely on the advertising and marketing department to arrange everything without knowing anything at all.
Firstly, the manpower in the advertising and marketing department was limited. It was impossible to cover every project in every aspect. It was inevitable that there would be things that were not in place. Secondly, the people in the advertising and marketing department had only experienced the project in a short period of time. If they did not have a deep understanding of the project, the plan they gave might not be the best.
On the other hand, the person-in-charge of the project knew the product the best. As long as he grasped the right method, the plan he came up with would definitely be the most appropriate and suitable.
Meng Chang smiled slightly. "Indeed. What's more, if I were to do the publicity plan, there would be some methods that I can't use. There would be some restrictions, but it doesn't matter to your person-in-charge."
Ye Zhizhou was stunned. "Eh? What do you mean? "
Meng Chang shook his head. "Nothing."
What he meant was that if he were to do the publicity plan, he would definitely consider the issue of commission. That way, many publicity methods that were especially explosive and effective after suppression could not be used.
Meng Chang's current publicity method was mainly based on channels that had high investments and low efficiency. For example, he could buy advertisements for Successor online.
Of course, this was not Boss Pei's problem. That was because Boss Pei had taught Meng Chang how to use the 'Pei Corporation's publicity method' through the reverse commission method. The main reason was that it was easier to get started this way.
After Meng Chang's initial setbacks and setbacks, he could deeply understand the power of the Pei Corporation's publicity method through this huge difference and contrast.
However, there were no such restrictions for the people in charge. They would be more free to use the Pei Corporation's publicity method.
These publicity funds could naturally be used to choose the most efficient publicity plan while using the Pei Corporation's publicity method.
…
After leaving Shang Yang Games, Meng Chang could not help but recall his entire experience in Tengda.
He did not think so before, but the more he thought about it, the more he felt that something was amiss. There were many coincidences.
It really seemed like Boss Pei had planned everything!
Boss Pei should have noticed that he was very talented in publicity and marketing during the Cold-Faced Lady period. However, his path was completely crooked. He placed too much emphasis on marketing and completely ignored the product. To put it nicely, he loved to brag. To put it bluntly, he was a scammer.
Thus, Boss Pei silently kept an eye on him.
After a few twists and turns, the Cold-Faced Lady had indeed successfully deceived some investors. However, Boss Pei had seen through everything long ago. He had been smiling as he watched Meng Chang perform. When the Cold-Faced Lady was about to become popular, he would pour some cold water on it. When Meng Chang could not hold on any longer, he would gently pull him back to maintain hope.
Later on, the Cold-Faced Lady became a failure and Meng Chang was in debt. Boss Pei generously transferred the debt to himself and naturally brought Meng Chang to Tengda to be in charge of Tengda's publicity and marketing work.
On the surface, it looked very difficult, but in reality, it was just a matter of convenience for Boss Pei.
What's more, through the fall of the Cold-Faced Lady, it gave many entrepreneurs a revelation. At the same time, it also warned those who wanted to cheat investments from Dream Realization Ventures.
Of course, these were digressions. The key was that Boss Pei wanted Meng Chang to be the person-in-charge of Tengda's publicity and marketing department.
Now that Meng Chang thought about it, he realized that Boss Pei must have had a headache with Tengda's publicity and marketing work back then. That was why he looked for him.
That was because even though Tengda looked like it was filled with talents at that time, no one could be Boss Pei's successor in terms of marketing and publicity!
The Pei Corporation's publicity method was against common sense and logic. It required extremely strong reverse thinking. Not only did it require a very smart brain, but it also required a very special brain circuit to control it.
Boss Pei had personally created most of Tengda's outstanding marketing plans previously.
However, as the helmsman of Tengda Corporation, Boss Pei could not always do such things himself.
That was because there would be more projects in the future. Even if Boss Pei gave a few simple pointers on each project, it would still take up a lot of time.
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