Return to the countryside to engage in industry

Chapter 460 Viral Marketing
Wang Chunyan pointed to the text on the screen with the mouse arrow and said: "The cover advertisements of Douyin and Weibo are both 100 million. Other video platforms have advertising fees ranging from 55 to 80 depending on the average daily traffic. I The idea is to guarantee at least three days of advertising bombing before the start of the New Year's Day Farmer's Festival, mainly this kind of cover advertisement.

I made a preliminary calculation, and the publicity cost can be controlled at around 900 million. "

After finishing speaking, he looked down at Yang Zhenyu.

Yang Zhenyu nodded. Compared with the other two advertising billing methods, the exposure rate of the cover advertisement is definitely the strongest.All major platforms in China like to place this kind of cover advertisement when they hold large-scale events or advertise for well-known brands.Users can see the most intuitive advertisements as soon as they open the APP. If they are interested, they can directly click on the advertisement link to enter the consumption. Even netizens who are not interested may enter the activity homepage due to delay.

Except that the money is slightly more expensive, this kind of advertisement has no other disadvantages.

Yang Zhenyu felt that it was worth spending one-third of the publicity costs on this. He agreed with Wang Chunyan's idea, "You have rich experience in online publicity channels, and I agree with your idea."

Wang Chunyan was delighted, and then continued with a smile, "In addition, I plan to cooperate with some video bloggers and big Vs with large fans. theme of the festival.

There are 20 teams or companies that I have contacted, and their advertising quotations range from 70 to 600. It is initially estimated that they may spend about [-] million on this. "

Yang Zhenyu has no objection to this, "How do you plan to spend the remaining 1000 million?"

Wang Chunyan closed the file, opened the 360 ​​search engine, pointed and said, "It is estimated to cost 400 million yuan to place browser advertisements."

"Is there another 600 million?" Yang Zhenyu continued to ask.

At this time, Wang Chunyan's face became sad. Yang Zhenyu had just read her publicity plan and knew where the difficulties she encountered were. How would she spend the remaining 600 million?

It’s not that 600 million yuan can’t be spent. According to the advertising prices of various channels in the market, the 600 million yuan may be thrown out in the blink of an eye, but Wang Chunyan feels that 600 million yuan is neither too much nor too little. It plays the most publicity role.

Wang Chunyan stretched out her hand and gently grabbed Yang Zhenyu's neck, and said with a smile, "Don't you have a solution? Don't be tricky, tell me quickly, or I will strangle you to death!"

At this time, Yang Fan walked to the door with the document, saw the actions of Wang Chunyan and Yang Zhenyu, and deliberately avoided his sight.

Yang Zhenyu reminded Wang Chunyan with his eyes. Although it was not time for work, but after all, in a public place like the office, Wang Chunyan put away her hands and said to Yang Fan calmly, "Director Yang, what's the matter?"

Only then did Yang Fan come in with the document and put it on the desk, "This is the discount given by the merchants of various categories during the Farm Products Festival. Mr. Wang, Mr. Yang, take a look."

Now that he saw Yang Zhenyu, Yang Fan still reported in a sensible manner.

Yang Zhenyu said: "You guys are the ones to communicate and negotiate with the merchants. I don't express my opinions. I'm here today mainly to discuss the promotion plan of the event with you."

Then he became more serious and brought back the previous topic.

Wang Chunyan nodded to Yang Fan, and Yang Fan asked in a questioning tone, "Mr. Yang, do you have any good suggestions?"

Yang Zhenyu took out his mobile phone and sent them a link. Although the time limit for the link had passed, Wang Chunyan and Yang Fan immediately understood what Yang Zhenyu meant when they saw the link.

The link Yang Zhenyu sent to them is Pinduoduo's "viral marketing" method. It is an activity to receive cash every day. The content of the activity is to let your friends click on it to get 200, 500 or even 800 cash. The temptation is very strong .

Of course, Wang Chunyan knows that Pinduoduo’s marketing method is basically used every year, and the frequency is also very high. Discovering gold to stimulate netizens to register and click is a means of attracting traffic. Coupled with Pinduoduo’s various promotional activities, it is very easy. Realize flow monetization.

"You mean we also use this kind of viral marketing?" Wang Chunyan confirmed to Yang Zhenyu.

Yang Zhenyu nodded at her with certainty.

Yang Fan worried: "Pinduoduo's marketing method has received very bad online response, and it is difficult to maintain regular users. I am afraid that it will have a negative impact on our current user system."

Yang Zhenyu said: "Pinduoduo's bad reputation does not affect its profitability, let alone its market value. The small store at the village entrance will also take the route of a listed company. If it wants to go public, it has to raise money. If it wants to get more money in the financing If you want money, you have to let the capital side see excellent data."

Yang Zhenyu’s idea is very simple. The Agricultural Products Festival is an excellent opportunity to make data. Pinduoduo’s viral marketing method has achieved very obvious effects. Even if you hate this kind of marketing method, you have to admit that it is a very successful marketing tool.

Yang Zhenyu looked at the expressions of Wang Chunyan and Yang Fan, and added, "We just use this kind of marketing method, which does not mean that we want to copy Pinduoduo's operating route. In terms of merchant review and product supervision, the concept we uphold is not changing."

Yang Fan and Wang Chunyan understood what Yang Zhenyu meant, and also knew his attitude towards the future development of the e-commerce platform of the village store. They came back to their senses and realized that they had mixed personal feelings in it. After all, the direct purpose of creating this platform Or to make money.

Wang Chunyan looked at Yang Zhenyu, "What are you going to do?"

Yang Zhenyu picked up a pen and drew on the A4 paper, "Pinduoduo's marketing routine is very simple, first let's take a look at its common centralized cash withdrawal method.

The first one is a difference of one yuan and five hundred cash withdrawals. This is very common and the temptation is the strongest. As long as you click on its activity, it will show that you have obtained 499 yuan, and you need a friend to click for you to withdraw the remaining one yuan.

Those of us who have personally participated know that many people may need to click for the remaining one yuan, and a friend may only have one cent for one click, which involves a friend selection mechanism.

If you are a new user who has not registered and downloaded Pinduoduo, you may be able to get more than two points in one click. If you are an old user, the amount you get is usually controlled at about 1 to 3 points. You want to collect the 500 yuan to withdraw , it is very likely that dozens or even hundreds of people will be needed to help click.

The remaining routines are: 9 gold coins short of 0.9 cash, 0.09 gold coins short of [-] cash, [-] gold coins short of [-] cash, and Tanfu.

Ordinary people seem to think that there is a problem of probability, but in fact the system has set a clear mechanism.

We can choose to use the first and simplest routine, the most common method, to withdraw cash with a difference of one yuan. Of course, we don’t need to set the cash amount so high. For ordinary netizens, 200 yuan is enough to be tempting.

Let the technical department set up the system mechanism, and also set the payment amount according to the new and old users, and the amount received by clicking is also slightly increased. For example, a new user can get 3 cents to 1 cents by clicking on registration, and an old user can click to get For the amount of 1 to 4 points, the overall control needs to reach the range of 200 to 40 people for the average number of clicks to receive a 60 cash. "

(End of this chapter)