Rebirth of the Industrial Tycoon

Whether the sales of health care products are good or not depends on whether the advertisements are in place.

For such things as shooting advertisements, it is natural to leave it to the marketing master Zhong Yemao.

Soon, Zhong Yemao took out an advertisement copy.

In the conference room, Zhong Yemao began to introduce his advertising copy.

"For advertisements of health products, the first step is to grasp the lesions, highlight the lesions first, and then talk about other things. As a kind of acupuncture and physiotherapy health care equipment, we can grasp more lesions.

Chronic diseases such as hypertension and coronary heart disease, adverse symptoms such as stomach pain and constipation, strain diseases such as arthritis and cervical spondylosis, and even sub-health conditions such as tinnitus and insomnia can all be used as lesions. "Zhong Yemao explained slowly.

The so-called lesion is strictly defined as the part of the body where lesions occur. However, in the broad sense of publicity, any uncomfortable place can be regarded as a lesion.

Zhong Yemao went on to say; "After selecting the lesions, the next step is to print the product directly. To publicize the efficacy of the product, we can express this part of the content by showing it.

At this time, I need to find an actor to show the pain in the legs, waist, neck, and neck. After using our products, the pain will disappear immediately, and all the symptoms will be cured.

The second step can highlight the authority and influence of the product. We can find several institutions, buy a few certificates, and then cite the scriptures and copy a few sentences from ancient medical books as a basis. "

Li Weidong next to him interjected: "It's a good idea to find agency certification. In addition to domestic agencies, you can also find foreign agencies, such as the FDA in the United States."

Lu Guangming smiled and said, "Chairman, it is not easy for our product to obtain certification from domestic authoritative institutions, and it is even more impossible to obtain certification from the US FDA?"

FDA is the abbreviation of the US Food and Drug Administration. In addition to certifying food and drugs, it also certifies medical devices.

For products such as five-element acupuncture, it is still ambiguous whether there is any scientific basis, and formal scientific research institutions in China may not be able to obtain certification.

Li Weidong opened his mouth and said: "In domestic institutions, if you can spend money to buy certification, you can pay for it. If you can't buy it, let's copy the institution. For example, it is called the Acupuncture Association, and we call it the Acupuncture Development Association. Anyway, the common people also I don't know if it's true or not.

As for the US FDA certification,

Originally the FDA did not have a certificate, only a reply. At that time, it is not what we want to say, just say it! It's advertising anyway, and it's normal to exaggerate a little.

Furthermore, our products are not sold in the US market. Even if we say that we have obtained the US FDA certification, the US FDA can still go to China to enforce the law! "

Li Weidong's words may sound like he's playing a rogue, but in fact, there were more health care products in that era than Li Weidong's.

Zhong Yemao went on to introduce: "Next, we can find a few actors and continue to speak out. This time, we can adopt the mode of chatting at home. The highlight is that ordinary people have successfully treated diseases and obtained health through our products.

Finally, just to introduce, our products can also be given as gifts, such as honoring parents, courting leaders, and gifting friends, all of them can use our products. "

Li Weidong nodded: "This idea is good, I can emphasize again that the five-element acupuncture that we give as gifts is to give health!"

Zhong Yemao immediately took notes and then asked, "Chairman, do we still need a spokesperson this time?"

"Yes, of course I get it!" Li Weidong nodded without hesitation.

"Then I'll contact Teacher Ge to see if he has time to shoot commercials." Zhong Yemao replied immediately.

"No, we don't need Teacher Ge this time. Teacher Ge's temperament is too shrewd, and it doesn't match our products. We have to change someone, preferably the sick one." Li Weidong said.

"Who to choose then?" Zhong Yemao asked.

"What do you think about Teacher Li Tianbao?" Li Weidong asked.

Zhong Yemao thought for a while, and nodded frequently: "This is really a good candidate. Teacher Li Tianbao really feels like he is sick all over his body, and he looks like it hurts somewhere. It is very suitable for our five-element needle."

Back then, Ha Ci's Five Elements Needle commercials were made by the old artist Yan Shunkai, who played Ah Q in the movie "The True Story of Ah Q".

Teacher Li Tianbao and Teacher Yan are somewhat similar in image and temperament. Mr. Yan may be more comedy, while Mr. Li is more loyal.

Li Weidong pondered, since Mr. Yan's advertisement can be successful, then using the more famous Mr. Li Tianbao, the publicity effect must be better.

Li Weidong continued; "Mr. Li Tianbao is probably not easy to invite. I remember that he worked with Teacher Ge in a play, and Teacher Ge played Teacher Li's son-in-law. There should be friendship between the two, so let Teacher Ge help first and go to explore. Teacher Li's tone!"

Zhong Yemao hesitated for a few seconds, then said, "Chairman, this time we didn't ask Mr. Ge to speak for us, but asked him to help us contact a new spokesperson. Will Mr. Ge have any opinions? Otherwise, we should ask Director Zhang. Let's match up!"

"A gentleman is magnanimous." Li Weidong continued; "We didn't ask Mr. Ge to speak for him, but if we didn't tell him what he said, it would offend people, so it's better to ask Mr. Ge directly for help, which will make us more frank."

...

Two days later, a reply came from Teacher Ge, but it was bad news.

"Mr. Ge called me. He said that Mr. Li Tianbao refused to endorse us, Mr. Li was unwilling not to endorse health products, and he is currently filming a costume drama, and he has no schedule for commercials."

Zhong Yemao paused, lowered his voice, and then said, "Chairman, could it be that Mr. Ge didn't want Mr. Li to steal his endorsement, so he said that on purpose?"

"You are treating the belly of a gentleman with the heart of a villain! What Teacher Ge said should be true. Teacher Li Tianbao should be filming now, and there is no schedule."

Li Weidong paused, then said: "It is estimated that this TV series will be broadcast next year. Teacher Li Tianbao will play Luo Guozi, a famous minister of the Qing Dynasty, Liu Yong. Watch TV then, it is estimated that you will not be able to stop!"

"You are better informed than me about the news of the film and television industry!" Zhong Yemao said casually, and then asked, "Since Mr. Li Tianbao is unwilling to endorse our products, who should we turn to?"

"What do you think of Teacher Zhao Laogen?" Li Weidong said with a smile.

"That Zhao Laogen who played the sketch on the Spring Festival Gala?" Zhong Yemao thought for a while and asked, "Is it a little rustic?"

"It doesn't matter whether it is soil or not, the key is that he is more able to fool. When we sell health products, of course we have to choose a spokesperson who can fool, otherwise we will be sorry for the words "health products." Li Weidong replied.

In 1995, Zhao Laogen has become a well-known comedian with his excellent performance in the Spring Festival Gala, and has a high reputation in China.

However, the commercial value of comedians is definitely not as good as that of movie stars and singers, so comedians must have much less advertising fees and endorsement opportunities than movie stars.

If it is calculated like this, it is quite cost-effective to find Teacher Zhao Laogen as an endorsement.

In Li Weidong's impression, Zhao Laogen did endorse a very popular health care product after 2000. So let Zhao Laogen endorse health care products, he should not refuse.

...

"Headache, neck pain, back pain, joint pain..."

A deep side voice rang from the TV. Liu Qingshan, who was sitting in front of the coffee table and cooking, couldn't help but look at the TV.

I saw on the TV, one person covered his head, and then a green cactus appeared on his head, followed by someone covering his waist, and a green cactus appeared on his waist.

In this advertisement, the green cactus is used as a metaphor for the lesion.

The use of cactus as a metaphor for disease is often seen in advertisements of later generations. The appearance of the cactus is quite special, with thorns all over its body, which is easy to remind people of viruses, so the cactus has become the best choice for metaphors of diseases.

From the perspective of future generations, the cactus that suddenly appeared on the human body does not even count as a special effect of fifty cents.

But in 1995, this special effect was placed in an advertisement, and it was already a big production.

Such an advertisement instantly attracted Liu Qingshan's attention, but he did not know that he had entered a TV shopping program.

In the next second, the TV screen turned, and Teacher Zhao Laogen made a grand appearance.

Immediately afterwards, Teacher Zhao's characteristic Northeast accent sounded: "Sometimes it hurts, it hurts to the death, what should I do?"

I saw Mr. Zhao took out a five-element needle, pointed an ammonium on his body, and said at the same time: "One press, one pull, and that's it! It doesn't hurt anymore!"

At this time, Teacher Zhao's expression really resembled the big fudge in the Spring Festival Gala sketch.

I just listened to Mr. Zhao continued: "I usually rehearse a program for more than ten hours, but I am so tired, my back hurts and my legs hurt. It hurts like it's broken, and I can't walk!"

The picture also shows Mr. Zhao covering his waist with a painful expression at the right time, and the color of the picture also becomes gray.

Liu Qingshan in front of the TV subconsciously twisted his waist. He thought that he was also working hard all day, and his normal waist suddenly felt sore.

"Injections, I'm afraid of pain, taking medicine, I'm afraid of hurting my stomach, so what should I do!" Teacher Zhao on the TV showed a sad expression.

Then, the picture suddenly brightened. Teacher Zhao held a five-element needle and said to the camera with a smile on his face; "Fortunately, I have a Chinese five-element needle. Wherever it hurts, once the needle is pressed, it will not hurt that day!"

Next, the picture turned into the emperor's internal scriptures and a series of subtitles.

"The Yellow Emperor's Inner Canon says: The meridians and collaterals, therefore, determine life and death, deal with all kinds of diseases, and adjust the deficiency and the full.

This paragraph is probably about the introduction of five-element acupuncture that can dredge the meridians, and it is based on ancient Chinese medicine classics.

"Chinese five-element acupuncture, obtained the US FDA certificate, and recommended by the Chinese Acupuncture and Moxibustion Development Association..."

One certificate after another appeared on the TV screen, regardless of whether it was true or not, it was quite bluffing anyway.

Then there was a burst of praise from Teacher Zhao, and then it entered the time period when ordinary people showed up and said.

An elder sister sitting in the office hugged her neck with both hands, saying that she would bow her head every day, and the cervical spine would feel pain. After using the five-element acupuncture, the cervical spine was healed.

A teacher standing on the podium kept rubbing his arm, saying that every day he wrote on the podium, he had frozen shoulder and could not lift his arm.

A factory worker has to bend over every day, and he is tired out of a herniated lumbar intervertebral disc. Once he bends over, he will experience severe pain. After using the five-element acupuncture, his waist does not hurt, and he bends down at will to tie his shoelaces.

An old man who walks with crutches said that he has arthritis and can't walk easily. After using the five-element acupuncture, his joints are also better.

After reading this series of personal statements, Liu Qinglong no longer doubts the effectiveness of the Five Elements Needle.

After showing up and speaking, another killer move appeared.

I saw a young man appear in the camera with a box of five-element needles in his hand, and said, "I'm usually busy with work, so I don't have the chance to go home, and I don't have time to honor my parents.

So hurry up and buy a set of Chinese five-element needles and send them to your parents! If my parents feel uncomfortable there, I immediately use the five-element acupuncture needle, which is convenient and effective, and my parents will definitely like it! "

In front of the TV, Liu Qingshan nodded silently, thinking in his heart whether to buy two sets of five-element needles, one set for his parents, and the other for his father-in-law and mother-in-law.

At this time, another middle-aged man appeared on the TV, also holding a box of five-element needles in his hand, and said, "When you give gifts to leaders during the festivals, you always don't know what to give. The gifts are light, I'm afraid of the leaders. Disgusted, the gift is heavy, I am afraid that the leader will not accept it.

Well now, buy a set of five-element acupuncture for the leader, usually a little pain, you can solve it at home, give a gift for health, this is more real than any gift! "

Seeing this, Liu Qingshan's heart was moved again. This "gift and health" gimmick is really good. You can buy a set of five-element needles to curry favor with the leaders.

The TV screen changed again, this time it turned out to be a blond foreigner.

I just heard the foreigner speak in broken Mandarin and said, "Acupuncture is a traditional Chinese culture that has been passed down for thousands of years. We Americans are very interested in it. Many of my American friends have asked me to bring Chinese Five Elements Acupuncture back! "

"Even foreigners are buying it!" Liu Qingshan suddenly felt that this five-element needle is so tall!

At this time, a big subtitle appeared on the TV: Sending Chinese Five Elements Needle is sending health!

And the narration is also constantly encouraging the audience, hurry up to buy, buy, buy!

"Order by phone, delivered to your door! Call the order number below now, the first 100 viewers who have ordered can enjoy a discount of 500 yuan, and you only need to spend 488 yuan to buy a set of Chinese five-element needles at the original price of 988 yuan!

The first 500 viewers who order can enjoy a discount of 300 yuan, a set of Chinese five-element needles with the original price of 988 yuan can be bought for only 688 yuan, and the first 1,000 viewers who order can enjoy a discount of 100 yuan..."

As soon as he heard that the first 100 orders could get a discount of 500 yuan, Liu Qingshan rushed to the phone without hesitation and dialed the order number below the TV.

"Beep beep..." A rapid voice sounded, the phone line was busy!

"It seems that there are still a lot of people ordering, and they must be vying for the top 100 places. I have to hurry up, or I will be grabbed by others!"

So Liu Qingshan hurriedly dialed that number again.

The second time, the line was busy, the third time, the line was busy, and Liu Qingshan's mood also became worse.

Finally, on the fourth time, the phone got through!

"Hey, hello, this is the order line for Chinese five-element needles. Do you want to order Chinese five-element needles?" I remembered the sweet voice of the young lady on the phone.

"How many am I? Is it the top 100?" Liu Qingshan asked hurriedly.

"Sir, you ordered from the first 100 hotline, and you can get a discount of 500 yuan. You can order our Chinese five-element needle now for only 488 yuan!" The lady said.

"Okay, I'll order three! Oh, no, four!"

Liu Qingshan felt that since it could be cheaper by 500 yuan, wouldn't it be a loss to order less!