Car Expo Center pre-advertising plan

I. Overview

The Southern Auto Expo Center is one of the key projects of Zhangmutou. It is a modern automobile trading market that integrates automobile sales, automobile exhibitions and its affiliated industries. The Auto Expo Center is located in Zhangmutou Town, Dongguan City, which is known as “Little Hong Kong”. It enjoys convenient transportation and excellent geographical position.

The Southern Auto Expo Center has a total investment of 60 million yuan and covers an area of ​​6,000 square meters. The conditions are unique. The Expo Center is well-managed, and the post-service and related related businesses such as industry and commerce, taxation, banking, and transportation management are complete, providing customers with integrated and comprehensive quality services, making it easy for operators of automobiles and other affiliated industries. The operation, eliminating the need for multiple cumbersome programs. It provides a more perfect vehicle for the majority of auto and negative industry operators; a modern automobile trading venue with broad market prospects.

In order to better carry out publicity activities and raise awareness, the Southern Auto Expo Center will have a better position in the public mind.

To create a momentum, the early advertisements can be handled rationally and scientifically; the smooth implementation, commissioned by them, will be arranged to formulate the pre-advertising plan for the Southern Auto Expo Center.

Second, market analysis

1. Market environment advantage analysis

a. The Zhangmutou Automobile Expo Center is located beside the Wanhui Highway. The transportation of roads and railways is criss-crossed. The traffic is very convenient and fast. The center is centered on Zhangmutou, radiating Tangxia, Qingxi, Huangjiang, Xiegang, Dalang, Fenggang, etc. The surrounding town area has a very good geographical environment.

b. Zhangmutou is known as “small Hong Kong” and is a place where foreign investment and residence of Hong Kong, Macao and Taiwan are concentrated. The surrounding townships are intensive in manufacturing and processing industries. In the next few years, the economy of Zhangmutou will develop rapidly, creating a superior economic environment for the South Auto Exhibition Center.

c. With the further growth of the economy and the gradual improvement of people's living standards, the automobile and its affiliated industries will have a new leap. In the next few years, the consumption of automobiles will be the mainstream consumption of the public, for households and individuals. Cars will become more popular, and car consumption will be closer to the masses, which will create good market opportunities for the future development of Zhangmutou Southern Auto Expo Center.

2. Analysis of its own advantages

a. The sales of cars in and around Dongguan are scattered, and most of the supporting facilities are not perfect. The South Auto Expo Center is the first modern auto trading market in Dongguan and its surrounding areas. The completion of the center will attract More customers in the automotive and its affiliated industries are concerned and consulted with investment, and the market prospects are very broad.

b. The environment is superior, the floor space is large, the layout of the entire exhibition center is reasonable, and the large-scale parking lot, exhibition hall, trading hall and other related supporting facilities are complete and complete. It is a comprehensive automobile professional transaction integrating sales, after-sales service and spare parts supply. The market, the design of the whole center is high and the quality is good. It is the first advanced automobile trading center with advanced equipment and complete functions in Dongguan and even the entire Pearl River Delta region.

c. High-quality service, service facilities such as industry and commerce, taxation, traffic management, banking, insurance, etc. will enter the office, which will save a lot of cumbersome programs for the car transaction, making the whole car transaction faster and smoother. The member clubs, information centers and other related supporting facilities are perfect, which can provide customers with high-quality first-class services, provide car culture, new car launch and on-site promotion activities for cars and their affiliated dealers, and have car beauty and decoration projects. Make the entire trading center more standardized and integrated.

d. The Southern Auto Expo Center has complete hardware facilities such as communication, language inquiry, digital presentation, information release, and electronic camera. The decoration is luxurious and elegant, and the business environment is comfortable and warm.

Third, the pre-market strategy

1. Focus on market opportunities and carry out large-scale publicity so that the advantages can be deeply rooted in the hearts of the people, attract more cars and dealers and producers in their affiliated industries to invest.

2. Try to show your strong strengths, develop strengths and avoid weaknesses, and expand your visibility and reputation.

3. Introduce the cis system as soon as possible to achieve the market strategy goal of brand-name brand.

4. To cite a modern management model and high-quality services to establish a good corporate image and enhance corporate reputation.

Fourth, the previous advertising strategy

Ad targeting

The early stage of ad positioning should be reasonably considered to facilitate the later advertising plan, as well as the specific implementation of the ad. It is recommended to use the advantages of the supporting services of the Southern Auto Expo Center as an advertising target.

2. Advertising appeal

Use rational advertising appeals as the advertising appeal point, and use convincing facts to convince people so that in actual operation, it is conducive to the operation of advertising.

3. Advertising goals

In order to achieve the combination of advertising and other propaganda means before the opening, the Southern Auto Expo Center will be able to penetrate the hearts of the people before the opening and occupy a certain position in the market. The goal of advertising should be placed in various car dealers, as well as manufacturers and distributors of spare parts and car beauty, decoration, etc. Create a good reputation among them to enhance their value, in order to attract more customers to consult investment.

V. Media analysis

a. Among the many advertising media, Dongguan mainly focuses on several advertising media such as TV, newspaper, outdoor, internet and radio. Among them, the advertising effects of TV, newspapers and radio stations are more obvious, and the selectivity and pertinence are more prominent, and they can reach the customer directly. Outdoor advertising is slower, but it is easiest to establish a good corporate image.

b. In the audio advertising media, TV and radio have two languages, Cantonese and Cantonese. For advertising purposes, there is no big preference for programs in the two languages.

c. Media utilization should follow the overall strategy of advertising, staged delivery, closer to the target group, simplify the route of communication, and effectively use advertising resources.

Sixth, the media release plan

Delivery time media ad format ad delivery method note

In December XX, "Southern Metropolis Daily" auto special issue, flyers, gift advertising customized corporate image advertising to raise awareness and establish a good corporate image. Newspapers are delivered every other time,

In January XX, "Southern Metropolis Daily" automobile special issue, "Dongguan Daily" automobile special issue, and the construction of its own website. Corporate image advertising promotes good corporate image and expands influence. Newspapers are delivered every other issue

In February XX, "Southern Metropolis Daily" automobile special issue, "Dongguan Daily" automobile special issue, Shenzhen Special Zone News, and radio advertisements were transformed from corporate image advertisements to investment promotion advertisements to expand their influence within the scope of advertising targets. Received praise and improved reputation. The newspapers are released every other time, the radio twice a day, the production of outdoor advertising.

In March XX, "Southern Metropolis Daily" automobile special issue, "Dongguan Daily" automobile special issue, Shenzhen Special Zone Daily, Shenzhen Commercial Daily, Zhangmutou TV Station, Dongguan three sets, outdoor, radio advertising, completed website construction corporate image advertising and investment investment The combination of advertisements attracts more merchants to consult the investment newspaper once a day, the radio four times a day, the release of outdoor advertising, and the TV commercial begins to be produced.

In April XX, "Southern Metropolis Daily" automobile special issue, "Dongguan Daily" automobile special issue, Shenzhen Special Zone Daily, Shenzhen Commercial Daily, Zhangmutou TV Station, Dongguan Three sets, Jade Terrace, Pearl TV, outdoor, radio advertising, completion of website construction, Magazine Advertising. Investment investment advertising, soft text operations. Attract more merchants to visit, consult, invest in newspapers once a day on the radio four times a day, magazines, TV ads twice a day newspaper soft text operation, magazines depending on the actual situation

Seven, notes

This program is the pre-advertising plan of Zhangmutou Southern Auto Expo Center. If there is anything wrong, further communication and deepening are needed in order to strive for perfection. Achieve the desired effect.