Chapter 179 Some Advertisements Cannot Be Done

Wubing has no objection to holding a donation ceremony. Whether it is a positive publicity to the Ministry of Education or to the donating companies, it is a very face-saving event.

Zhang Mei talked about the arrangements in the department with the three siblings. First, the representatives of the two parties signed the donation agreement, then asked the minister to give a speech to express their support, and then publicly demonstrated the products involved in the donation activity in front of the media. And the specific method of use, and finally announced the launch of this teaching expert selection activity nationwide, and announced the specific reward method.

"By the way, these activities in China are often carried out by domestic media. The model is simple and uninnovative. I heard that this time the ministry intends to make it more grand and invite some foreign media reporters to come and participate." Zhang Mei temporarily When I thought of something, I told the third sibling.

Fan Ting frowned immediately when she heard that there were foreign media reporters participating, and said with some displeasure, "Foreign reporters are the most annoying, always asking some very personal questions, or very tricky questions. Come here, that will add to the chaos! Can you not let them come?"

Fan Kang didn't have any idea about this, and asked with some puzzlement, "Wouldn't it be more beneficial for our company's publicity to have foreign journalists participate? Why should we refuse?"

Fan Ting immediately said, "You don't know that these foreign reporters are different from ours. They don't care about your feelings when they ask questions. It's their ability to embarrass you and make you dumbfounded." And these people often set some traps in their questions, and they accidentally fall into their ways. I think the fact that the Ministry of Education invited foreign journalists to the press conference this time is obviously squeezed by the door. "

After Zhang Mei heard these words, she suddenly became a little unhappy, "What are you talking about?! How many years have we been opening up to the outside world? We want to build a prosperous country now, so it is impossible to refuse the integration of the international community. In the past The press conference was indeed done according to the script. The reporters were well-sourced and the questions were well-selected. But now it is different. The government needs to be in line with international standards if it wants to reverse its long-standing negative image in the eyes of the outside world. Our Ministry of Education also It is a precedent. Therefore, you basically don’t consider the idea of ​​excluding these foreign journalists. If you are not sure what to say and what not to say, just say a few words less. "

"Haha——" Seeing that his elder sister Fan Ting was being taught by Zhang Mei, Fan Wubing smiled gloatingly, and then said, "If you can't speak, then don't talk, anyway, they can't force you to speak, just say something Thinking of the fact that there are still many out-of-school children in China who cannot receive timely assistance, who are in a bad mood and do not want to talk, what else can they say?"

"Well, the idea of ​​being free from disease is a good idea." Zhang Mei praised immediately.

"Then let him speak on our behalf. Our old Fan family also has a spokesperson system. Let Wu Bing do the publicity work—" Fan Ting started to fight back without showing any weakness.

"It's not a bad idea. Anyway, the third child's tongue has always been relatively insidious, and it's the most effective way to deal with reporters." Fan Kang supported it, which made Fan Ting, who was speaking ironically, feel a little dissatisfied.

But the family of four discussed it for a while. At last the tone was set. Foreign language to things. Or hand it over to Fan Wubing. After all, he is the person in the family who is best at handling these emergencies.

When Fan Ting yelled to go to bed. Fan Wubing received another call. But it was Jianlibao Factory who called.

"Huh? Is there anything important?" Fan Wubing felt a little surprised. After all, it was past ten o'clock in the evening. Generally they have nothing important to do. I would not choose this time to make a call.

"Mr. Fan. According to recent statistics, the market share of our Jianlibao products has dropped dramatically!" The new director of Jianlibao factory said to Fan Wubing with some trepidation.

"How much has it fallen?" Fan Wubing asked.

"This quarter, sales have dropped by 40% year-on-year." The factory manager said to Fan Wubing.

Of course, this is not good news, so Fan Wubing is also a little tangled and depressed. After all, Jianlibao is one of the earliest companies that he set up by himself. He once provided himself with a lot of cash, which can be said to be outstanding. Although there was an incident of high-level defection later, it could not obliterate the overall contribution of the factory.

What's more, Jianlibao's profit is still at the top, and it has been Fan Wubing's cash cow for many years.

"Have you found out the reason? Why did it drop so sharply?" Fan Wubing asked.

"Recently, some products launched in the health care products market are encroaching on our market, which has caused a big decline in Jianlibao's sales." The factory manager also found the reason for the decline in sales, and explained to Fan Wubing.

In fact, the sales volume of Jianlibao has always been very good. The drink itself is really helpful in recovering from sports fatigue. In addition, according to Fan Wubing's request, the factory organized a ring-pull prize-winning activity. Anyone who buys Jianlibao Consumers only need to pull to the special

You can get a bonus of 50,000 yuan if you use the pull ring. Relying on this unique living T7, the domestic sales of T7 are steadily increasing every year.

However, Fan Wubing, who has been busy with other affairs recently, did not pay enough attention to the Jianlibao factory. Although he also let the factory open a new type of tea drink and launched it on the market, the response was good, but the sales of Jianlibao itself have been declining.

For example, Wahaha and Robust, which emerged later, are strong rivals of Jianlibao. In addition, health drinks such as Shenyang Feilong and Sanzhu Oral Liquid, which emerged recently, have also begun to crowd out the Jianlibao market, resulting in continuous sales of Jianlibao. in the shrinking. Even Shi Yuzhu, who made money by buying computer Chinese cards, began to enter the health care beverage market at this time, and came up with what kind of giant brain gold (the original version of the brain platinum that is now advertised to be disgusting), which is very crazy.

Originally, the beverage market is so big, there are so many Chinese people, the market capacity is certain, and the cake eaten by one person is divided by many people at this time, and the sales volume will naturally decline.

"So, what suggestions does your factory have?" Fan Wubing is very clear about these things, but he doesn't want every decision to be made by himself.

Hiring people to do the work and manage the business is not a waste of money. They must have something worthy of their own money, right?

"Our marketing personnel believe that the reason why Feilong and Sanzhu were able to succeed so quickly is mainly due to their excessive advertising." The factory manager said to Fan Wubing, "So our advertising planners also sorted out a A new advertising plan, and would like to ask Mr. Fan to have a look and see if it is feasible?"

"Okay, then send me a fax." Fan Wubing nodded in agreement.

After a few minutes, the fax came. Fan Wubing took the set of copywriting and read it carefully.

The new advertising copy almost followed the publicity model of Sanzhu. For example, it claimed that it had received thank-you letters from consumers, and some old people who were bedridden all the year round were miraculously cured after drinking Jianlibao. For example, the beverage was sent to the Provincial People's Hospital for clinical observation, and the conclusion was that after taking Jianlibao, it can improve the internal environment, restore the spirit, eliminate fatigue, improve appetite, promote electrolyte balance in the body, and improve energy, physical strength, digestion, and There are obvious benefits of uterine contractility and so on. For another example, after drinking Jianlibao, an old man in his nineties grew new teeth on his toothless gums, and the white became black.

After Fan Wubing saw it, he was stunned for a while, and then he burst out laughing. After laughing for a long time, he got through the phone with Jianlibao, smiled and said to the director, "Well, I saw that advertisement. But I don’t agree, you must not do this, otherwise you will die miserably!”

If it really wants to be promoted like this, the Oriental Magic Water, which has won the victory in sports marketing, will become a pot of quack potion that can cure all diseases. Of course, Fan Wubing wouldn't let his subordinates do this kind of thing, otherwise he didn't know if it would be good for sales, and Fan Wubing himself felt that it was too bad for his conscience.

A drink is a drink, not a panacea! Whether it is the three plants or the brain gold, the end result is very miserable. There is no need for him, Fan Wubing, to follow their lead because of the decline in sales, it would be too cheap.

Relying on false advertisements, they can last for one year, two years, but definitely not for the third year! When the time comes, the entire health food and beverage market will collapse, and those who follow suit will have no time to cry!

Hearing that Fan Wubing vetoed the plan, the factory manager said anxiously, "Mr. Fan, but if we don't do this, no dealer will be willing to sell our products! Don't you know that the current market atmosphere is bad? Now, it seems that as long as the food you eat and drink has no curative effect, it is like rubbish! If the sales cannot increase, we are very anxious!"

Fan Wubing nodded and comforted, "Yeah, I know what you mean, everyone wants to do a good job in the company, but there are some things that can be done, and some things that can't be done. Like that kind of groundless or even blind We are determined not to make up false advertisements. If you want to be a century-old store, you can’t play tricks of charlatans. You must be clear about this at any time. As for sales, you just need to strive for it. That's fine, I won't blame you for this matter. If you have the energy, put more effort into the research and development of new products."

"Yes, Mr. Fan. We understand." The factory manager nodded and agreed.

Since it was the big boss's words, it was the final decision, and Fan Wubing did not pursue the matter of the sales decline, so they naturally had nothing to fear.

To be honest, he felt a little sick to his stomach when he saw that kind of advertisement that was almost openly deceiving.

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