In the commercial information war, whether it is true or false, whether it is lure, attack or take, it is nothing more than to occupy more market resources. As a consumer group of children's books, teenagers are called "swallowing generations". They easily swallow 40 thousand advertisements a year, bringing 300 billion dollars of consumption to the world every year. Not only that, children who swallow a generation can also control and influence 60% of their parents' decisions, thus indirectly affecting global consumption as high as 654.38+000 billion US dollars. For enterprises, such figures are both amazing and attractive. How to get a share of this fat meat has become the most concerned issue for publishers.
A benign and positive mid-market structure is the basis of marketing, and laying its own exclusive channel for book products in the national sales network is a time-consuming and laborious project, so the most desirable way is not laying, but assembling. That is to say, in the existing children's book distribution network, according to the characteristics of its own products, key mid-market outlets are assembled to form personalized marketing channels.
Never has an original bestseller been born without media publicity. Therefore, it is the key to give full play to the power of media resources after good content and good access. According to the product characteristics, tailor-made publicity programs, creative ideas become the fulcrum of media promotion. For example, the audience of Adventure Little Prince is 8- 14-year-old children. In addition to this group itself, the people related to it are all parents of children aged 8- 14 and teachers from the third grade to the first grade of primary school, so there should be four objects of information expression: dealers, children, teachers and parents. Fairy tales with courage and wisdom as the core and adventure as the theme are themselves a banner with distinctive personality, and the propaganda method based on this can be quickly launched-
1) The Adventure Little Prince Booking Manual-Infiltrating channel information through a carrier.
2) 65,438+10,000 trial books continue to be sent to the campus-creating an atmosphere of terminal demand with the development of activity topics.
3) "Adventure Little Prince-the Network Base of Brave Family" was launched-the official platform showed attitude and gathered popularity.
4) The national children's library and 100 bookstores started simultaneously-the special momentum of the appearance of finished products.
Next summer vacation, the adventure little prince will take you to Disney!