First, the theme of the event: cutting-edge space? Heart-pleasing taste-JONO store of Golden Horn King settled in the central business district

five years and six stores? Gratitude in Taste —— Wang Wu Anniversary of Golden Horn

Note: All advertising campaigns are centered on the above two themes. However, the emphasis will change depending on the media.

Second, the time of the event: now → official opening → fifth anniversary

Third, the purpose of the event

1. The message of attracting crowds for the new store/creating the maximum exposure and achieving the establishment of the consumer mass restaurant

left a deep impression on the target group (a group of potential consumers who are younger than the original customers at this stage) targeted by JONO's new store. Taking the opening of the new world JONO theme store as an opportunity, the overall concept of "JONO" in six stores was comprehensively launched as a company advertisement.

IV. Details of activities

(1) Activities

1. Introduction of Golden Horn King Company and six stores

Six stores Haidong Qingdian-Fashion Wuyuan

Dong Tang Store-Natural Life

Houjiatang Store-Concept Business

Wealth Store-Narcissism Paradise. Promotion of the concept of JONO

(1) The source of the concept of Jono: mix and match, casual and unpretentious

(2) The people corresponding to Jono: young people in cities who enjoy life, advocate freedom and have a certain economic foundation and cultural literacy

(3) The development of Jono culture: more interesting, urbanized, fashionable and westernized. Closer to people's life

(4) the current situation of JONO: from abstract representative symbols to concrete culture to JOJO and NONO, two trademark patterns of the Golden Horn King, which are already substantive, represent the "male" and "female" of eastern and western cultural diets. 3. The promotion of JONO Store in New World Department Store

(1) The purpose of the establishment of this store: The Golden Horn King started from the traditional Chinese and western cultures. Therefore, JONO New World Store is not only a simple store expansion, but also a strong spread of JONO's new cultural concept.

(2) the positioning of JONO store: The "Jono" of the Golden Horn King has always been conceptualized, and it is easy for people who don't know it to mistake it for a poor English semi-homophonic. In essence, JONO is a * * * character that we have summed up on the basis of the existing consumer groups: that is, enjoying life, advocating freedom, having a certain economic foundation and cultural literacy. Therefore, JONO is no longer a simple symbol, not even a culture and lifestyle, but a real group of people in this city and even a wider range. The development of Golden Horn King decides that we can no longer passively accept the minority who conforms to the concept of "JONO", but actively influence urban people at the fashion starting point of this city and further expand the "JONO" crowd, that is, our consumer groups. JONO New World Store is just one of the initiatives of Golden Horn King to "influence urban people". So this is a "cutting edge" store in the center of the city.

(3) JONO's customers: They come from all corners of the city, but often concentrate in the center of the city for a long time.

(2) cooperating with the propaganda media

1. Radio advertising

(1) Radio Jono

This is our own exclusive radio resource, without too many limitations, and it is aimed at our existing customers. The information they have is the gratitude of the fifth anniversary, and the information they need is the status and characteristics of the new store. Therefore, JONO Radio mainly promotes the cutting-edge of JONO's new store, supplemented by the gratitude of the fifth anniversary.

Radio copywriting: Two lyric advertising copywriting written by Mr. Gu (attached ①) are adopted for rolling broadcast. Impress customers with emotional words.

(2) Voice of the Golden Eagle

Golden Eagle is a comprehensive radio station with comprehensive radiation of current politics, economy, music and road conditions. If you use its time to do a column program to promote the cutting-edge experience of New World Store or JONO culture, in view of the limitations of the radio station itself-only relying on sound transmission, it is easy to cause information loss to the advertising audience, that is to say, it will be forgotten after listening.

Therefore, the promotion of New World Store uses the form of repeated suspense advertisements to deepen customers' impression and arouse their curiosity to achieve the promotion purpose (it is recommended to start advertising 7 days before opening). However, if there is only this repeated advertisement, it will be similar to ordinary advertisements of other businesses. Therefore, it is only an auxiliary, and the column program still needs to be there, and it is the main one, making JONO characteristics. Our advertising in Golden Eagle should focus on "five years and six stores" and make a program of JONO's own, so as to really achieve the publicity effect (the column program is suggested to be set on the opening day).

Radio copywriting: It is suggested to adopt three interesting versions, namely "Exotic Summit Edition", "Alien Attack on the Earth Edition" and "CRBT makes money JONO Edition" (Appendix 2), written by Mr. Gu Xiang. Golden Eagle is requested to make appropriate updates and changes as appropriate, so as to cooperate with the promotion of promotions and lottery during the National Day.

The column program is based on sound to promote the concept of "six stores in five years". After discussing with Manager He and Mr. Gu, it is preliminarily drawn up that the keynote of the program is "symphony". Five years is a basic background, and the ensemble of six musical instruments shows the congratulations of six stores. The level of the Golden Eagle is not low. I believe that giving this concept and JONO's information can express the effect we want. The rest of the copywriting will be made in close cooperation with the host after referring to the characterization of this program by Golden Eagle Radio.

2. DM sent by specific targets

DM sent by specific targets is a necessary means for new store promotion. Its main performance is to distribute leaflets on the street. In essence, it is not in line with our own positioning level of the Golden Horn King. But the opening of a new store is a special case. Relying on the current traffic of the new store itself will certainly not attract too many guests (the New World Department Store has not yet officially opened), and the new store itself is essentially aimed at urban people gathered in downtown areas. Therefore, the DM transmission to specific targets in the city center has also become one of the key points that must be considered. However, this kind of DM content must not be reduced to the cliche of anniversary gratitude, discounts and other things that customers can see at a glance and throw away at will.

Suggested DM copywriting:

Prominent words on the front: "JONO settled in the golden business district, and the post-modern generation's cutting-edge experience is about to start". Attached is a line of small print "King of Golden Horn-Six Stores in Five Years, Appreciate in Taste". The striking words on the reverse side are the propaganda of JONO's National Day activities, and then the arrangement and combination of some contents attached with ③ are printed on the remaining space.

3. SMS of VIP customers

For us, VIP customers are the most important targets on the topic of "five years and six stores, savoring gratitude". Therefore, the content of short messages must appropriately reflect our gratitude and avoid other publicity that is too commercial.

Suggested SMS copywriting: Golden Horn King has gone through five years, bringing six stores and a fashion; JONO is five years old and grateful to thousands of guests and a you. On the occasion of the opening of the new world JONO store and its fifth anniversary, we sincerely invite you to the opening ceremony of the new JONO store, and let us offer our most sincere "taste" of gratitude. (with time, place, etc.)

4, TV advertisement

TV channel. The propaganda point should be in the six restaurants of Golden Horn King itself. Its main theme is also "six stores in five years". Although this kind of program has a long history, its enduring shows its feasibility. Take the women's channel as an example. A friend of mine has done a related program before, and the merchants who have mentioned this kind of advertisement to the author are generally satisfied because of its immediate effect. Moreover, restaurants really need a visual impact on the audience, and there are many options, from dishes to decoration to crowds and content.

At present, it has been decided that each of the six restaurants should choose a spot to make a comprehensive advertisement. Promote our six stores, and the advertising period is between one week and one month (from now until the fifth anniversary).

In addition, on the opening day of the new store or the fifth anniversary, a TV program was made to publicize JONO's news-strong and serious program "The concept of mixing Chinese and Western consumption points out a new way for the western food industry in Changsha", which further greatly enhanced the company's influence in Changsha and even the whole country, paving the way for starting the national franchise chain.

5, magazine advertisement

magazine. Due to the limitation of its own business scope and the conditions of the media itself. It is extremely unrealistic for us to advertise in officially issued magazines (with serial numbers)-and the magazine industry in Changsha itself is not optimistic. So I turned to DM magazine as a professional advertising publication. The advantage of DM lies in its propaganda, influence on the target population and professionalism of advertising manufacturing, which are stronger than other advertising methods. But the disadvantage is that the input and output (here, the advertising effect) are not satisfactory: it can't be immediate, and it takes a long period of investment to be unaffected by the advertising audience, and correspondingly, it needs a lot of money. However, it is necessary to promote JONO as a cultural concept and lifestyle. But it will last longer. At present, the company's resource is the DM of Popular.

The suggested mode of cooperation is to continue to use the mode of cooperation with Seven Days. And try to become its big customer (influenced by the current recession of the DM industry in the mainland, Changsha's popular way of offsetting consumption can save the company a lot of costs), and do a continuous JONO promotion for a period of time. The promotion of this aspect will go further than before, and it will be widely publicized from JONO people to JOJO,NONO to "JONO stands for eat drink man woman". The content of the special topic should be more interesting, urbanized and relaxed.

In addition, because the current situation of DM industry in Changsha is that the supply exceeds the demand, there are many free resources. Besides the famous ones such as Seven Days, TOP Top and Changsha Real Estate, many emerging DM such as Sanchuan and New Style will be willing to do some free advertisements to improve their own popularity. At present, there are some DM magazines of EasyHome.com that are willing to send a P for free, so we will make a fixed template and distribute it to these DM in the near future, and do quantitative publicity beyond the qualitative publicity of Popular.

6. Newspaper advertising

Compared with the advertising cost of professional advertising magazines, newspapers are much cheaper. It is suggested that "xiaoxiang morning herald" and "Sanxiang Metropolis Daily" should be selected to publish advertisements three days before the official opening. Promote the opening of new stores, the business philosophy, image and JONO culture of Golden Horn King.

Note: Manager He and Mr. Gu have discussed a better expression form in the design of print advertisements (mainly newspapers). That is, six empty wine glasses of different styles are used to pour wine into a wine glass, and a cocktail with six color intervals is built in the wine glass. Represents "six flavors, one fashion"; In addition, the five-year track chart is used as the staff, and the six stores (represented by different foods and drinks) are marked as notes on the opening time coordinates of the six stores; There are also the "collage of paintings" of the previous six stores, which can be left for discussion and confirmation with relevant designers.

7, online advertising

network. The company may not have invested enough in this piece before, but it is extremely important and has the momentum of standing up to the print media. As far as the new concept of JONO is concerned, online advertising is essential. In addition to the publicity of the company's own website, it is suggested to do some advertising with some influential local websites in Changsha. For example, the "Three-dimensional Changsha Leisure Network (www.cityuu)" is very distinctive and requires low investment.

In addition, it is also very feasible to cooperate with network companies like Spring (Mingzhi 99), because part of their business "online commerce" coincides with our business concept.

The cooperation plan with these companies is drawn up as a competition project such as "JONO Network Essay". It doesn't take much time, and the investment only needs such cheap prizes as vouchers and a small amount of advertising money. In addition, sponsors such as Tencent and Netease can be recruited, which will be very beneficial for the company to cooperate with these large network companies in the future.

(3) The storefront terminal in the existing storefront of Golden Horn King that can promote the opening of the new store

The billboard at the entrance of the CBD store of Grand Theatre: the new JONO, in the direction of the city center (the three-dimensional design indicates the direction of the May 1 Golden Circle). Small print: cutting-edge space? Happy taste-Golden Horn King JONO Store settled in the central business district

(4) terminal promotion of the new store

new store's dinner plate pad paper, leaflets, outdoor flags, banners, posters, etc

(5) cooperation personnel, workflow, project costs, etc.