Back to the prime of life

Chapter 171 Marketing
The explosive point that Li Ming mentioned sounds great, but it is not easy to implement.

Marketing has become a science, and some people do it very well, while the rest can't even copy it.

For this matter, Lu Changge specially held a closed-door meeting, asking everyone to brainstorm and work together to find a solution.

And before that, he also did some research on his own.

The so-called viral marketing relies on artificially grasping a point of concern to the general public and then launching it on an overwhelming scale. This is relatively difficult. To put it bluntly, it is like a blind cat catching a dead mouse.

From a subjective perspective, there aren't many ways to push the issue. Either you spend money on advertising, or you deliberately stir up trouble online to hype a topic. Ultimately, it all comes down to spending money.

Lu Changge decided to combine the two.

"I've considered hiring celebrities before, but the financial pressure is too great for us, and no small Taobao store can afford to hire a big star. So I thought, how about we do it ourselves?"

This new concept confused them all.

Ai Mai asked, "What do you mean by come by yourself?"

Lu Changge explained: "First of all, I can't guarantee success, I just think this is a direction. Because we have a hype point, that is, a few college students and young people, through their own efforts, help local enterprises and develop the local economy, which in itself has legitimacy.

I remember An Yan saying something very true: cheapness doesn't create brand power. But brand power is 100% about price, but also about the spirit the brand represents. So, what is the spirit and value of Lumo and Lumang?
Remember? It comes from Luminous, meaning luminous and glowing. This should correspond to our founders' determination not to be dim. So my suggestion is that we ourselves be the protagonists of the advertisement, explain the spirit of the Lumo brand ourselves, and shift people's impression of cheapness.

Qin Jun added, "Young people can't afford expensive things anyway. I have no objection to your idea, but the key is, are we all going to do it?"

Lu Changge said, "We need a man and a woman so we can cater to both male and female consumer groups. Since we're going to be on TV, the good-looking ones will go first."

"I can." Qin Jun spoke first.

An Yihuan said directly: "The good-looking ones go first. Are you as good-looking as Lu Changge?"

"Tsk, I'm talking about business. It was me who convinced Old Lu to invest real money in the first place, so I've always had a concept that if anything goes wrong, I'll be the first to do it."

Loyalty.

At that time, Qin Jun dared to do it for Lu Changge and senior students as a freshman.

That's just his personality.

But Lu Changge still wouldn't let him do anything. "It's not that I'm prettier than you, but I'll do it. I'm the largest shareholder and I've done marketing before, so the effect will be better. As for girls... I'll go with Ai Mai."

Yin Anyan couldn't do it. He had already talked to her about it before. She might work in the system in the future, and her parents might object to this.

It doesn't have to be this way.

Anyway, Aimai is pretty enough.

"I'm OK."

"Okay. Let's settle this. Besides this, we have other plans."

This other plan was Li Ming's responsibility. "Actually, I've already started." Li Ming used to seem quite unreliable, but perhaps his online influence had given him a boost, and now he was fired up. "As a college student, how could I give up my niche online? Ever since we started Lu Mang, I've recruited a group of people to spread the word on Renren and Tianya Forum. Now that President Lu has relented and is willing to spend money, I have even more options."

Lu Changge said, "Don't be complacent yet, talk carefully."

"Ahem, Saorui." Li Ming put away his playful smile. "To maximize publicity, I've come up with a few ideas. One is to launch a 'Show the Most Outrageous Old Clothes' campaign. The main format is to encourage users to upload two photos: one of their own outrageous old clothes, and one of new clothes they've purchased from our brand. Then, we'll have netizens vote. Those with the most votes can receive clothing coupons or something."

Yin Anyan asked, "How can we encourage this?"

"Of course I'm spending money to encourage them. There are real users, and naturally there are also users I've paid to find. Netizens are just here for fun. Photos of outrageous clothes must be about something strange and outlandish. The momentum will attract a lot of people." After saying this, he turned to Lu Changge and said, "God of Wealth, this event is 3 yuan. I can handle it."

"3 is enough?"

"How much does it cost to get a bunch of people to share their photos? Do people who do this kind of work really expect to get rich from it? The number of places for the final gift is also very limited, at most the first ten."

Qin Jun added: "What Li Ming said is very correct. College students are the poorest and the cheapest. He found a group of these water armies at school and online. They are willing to work for a few dozen yuan or even a few dozen yuan."

Lu Changge thought about it and agreed. It was not appropriate to take so long to make a decision on a matter of 30,000 yuan. It was inappropriate to be so hesitant.

"Don't focus on finding one IP."

"Don't worry, I know this basic stuff, don't I?"

"Okay, then you can organize this activity. Are there any other options?"

Li Ming thought for a moment and said, "The Chinese New Year is coming soon. I want to do a limited-time crowdfunding campaign for the 2009 New Year's jersey."

Lu Changge's eyes flashed. This method was often used later.

Has anyone thought of this now?
"The specific format is that users first pay a 10 yuan deposit to lock in the limited edition clothing, then invite friends. Each successful invitation gets a 5 yuan discount for both parties. The final transaction price is the original price minus the discount deposit. In short, the more you share, the cheaper it is. In the end, maybe a piece of clothing will only cost a 10 yuan deposit. I think this sharing method, which is spread through QQ or QQ groups, should be very effective."

Lu Changge was now an expert in the field. He slowly shook his head and said, "This idea is very advanced, but it's technically difficult to implement, or at least challenging.

For example, the deposit deduction increases with each friend invited, requiring updates to the display and server-side processing of numerous concurrent requests. Furthermore, it's necessary to record the invitation relationships between users to ensure the correct rewards are distributed after a successful invitation. However, there are currently no mature fission tools, making efficient recording and querying of invitations impossible.

This paragraph made them a little confused. Li Ming said, "I asked, and there is a way. You also said it's unlikely, not impossible."

Lu Changge said, "Just focus on your research. You might find some technical solution, but we need to make a big splash right now, so we don't have enough time. Of course, this marketing idea is great. You can lock it in your office drawer for now. I'll use it anytime in the future."

After receiving this affirmation, Li Ming stopped talking and said, "Then I will focus on organizing activities on Renren.com. In fact, if I can succeed in one, the traffic will be overwhelming."

Now they have also learned the term "massive traffic" from Lu Changge.

"Okay, let's start as soon as possible. We need to see a significant increase in sales next month." This is real performance pressure, and Lu Changge will not be indifferent. If he fails to do it, it will be difficult to say nice things to Xu Weiguo.

Therefore, he would not put on an attitude of "coming out after much anticipation", but would take the initiative to contact the media and would not refuse anyone who was willing to film him or interview him.

Fortunately, because he had previously promoted the gimmicks of a college student who started from scratch and became a millionaire, there were still some media outlets willing to approach him.

(End of this chapter)