"Leshan radio and TV Newspaper"

"With the car counterpartsThe event "happy consumption analysis report

 

-13 September 12, 2009, sponsored by the "peer happy and car consumption" show was held successfully in Leshan stadium, to participate in the activities of automobile dealers have good performance, but the show has exposed some a fly in the ointment. After careful discussion, analysis, summary, our understanding of this show is more rational, more objective, more clearly show, has laid a good foundation for the future. We firmly believe that will be more successful, more far-reaching.

 

The overall analysis:The relative success of a show

The exhibition shows several characteristics:

1           The viewer;

2           To participate in the activities of most car dealers;

3           Sales unpopular;

4           Innovative humanization service and interactive link.

 

This auto show strong support from local car dealer, a total of 14 enthusiastic participation, each brand will be their new and hot models to the show. On the 2 day of the exhibition time critical audience, rough estimate received a total of more than 35000 people, that from the beginning of last year in the purchase a car boom, has not fever, continue to maintain strong momentum.

The show is scheduled, vehicle sales to a new high level, field sales (including scheduled) 77, trade the forehead also hit a record high. In addition the show received strong support from Leshan City Commercial Bank, carry out a simple site auto loans, also invite code Coffee businesses with beverage service, to show more humane, more warm. Specially designed "car show" interactive link, let the car companies to better display their cars, for the whole activity record popularity climax. 　　

    In general, the relative success of the show, held from the results, the Leshan auto show is the scale and influential large motor development.

 

The microstructure analysis:The expected lack of consideration, details to be perfect

The show everybody be obvious to people performance, because the detail consideration is not comprehensive, resulting in a few problems, although the overall activity is not affected, but enough to deserve our attention, and a counter three, full details to avoid similar problems in the future. After the summary, the show details as following:

1           The stage is not enough air;

2           The scene atmosphere is not heated propaganda;

3           The site more crowded.

 

Initial planning activities, the stage background is 4 x 9 meters, the stage height is 20 cm, but due to the show designed "car show" interactive link sets the scene, responsible for advertising companies to provide the stage play, unable to bear the car off the weight. Although the contact our staff to a real estate developer, to a lot of brick to take the stage, because of considering the security hidden danger, eventually cancelled stage. Although the cancellation stage convenient "car show" this link, but directly from the stage not enough momentum, has certain influence on popular attraction.

At the same time, sound effects do not in place, leading to the scene atmosphere does not come out. In addition to the day before the exhibition, is the urban management department to inform the comprehensive improvement of the urban and rural environmental inspection, originally placed inflatable arches in the stadium outside the front door and he was forced to put on the door, create the atmosphere of the launch no balloons, become a regret.

While the field crowded reasons, mainly in the original design of the booth, only consider each booth can be placed 2-3 car, without considering the high enthusiasm to participate in the car, the average of each booth placed 4 cars above, plus the negligence of the barrier effects on booth, the exhibitors have the feel of each inconsistent with the original question actual site area of the project. However, in car business suit one's measures to local conditions, a very good use of the isolation belt free position as a customer Rest Area or staff Rest Area.

 

 

Propaganda analysis:Publicity period should also be extended

 

The show began to campaign, leave the scene only 20 days time, the most also 3 publicity, has been unable to meet the needs of large-scale publicity campaign, so relying on radio and television media advantage, focused on the use of propaganda TV, radio frequency to make up for the lack of publicity, but even so, really down, the campaign time only 15 days. At the same time as the comprehensive improvement of the urban and rural environment, in the stadium outside the gate hanging banners, placed inflatable arches and air were restricted, resulting in outdoor propaganda "eye effect" sharp decline.

Therefore, publicity period longer, propaganda frequency higher, while the outdoor propaganda "eye effect", the number of participants should break through 60000 person time, show effect will be more obvious.

 

Analysis show the effect and trend:Evolution of auto theme Festival, promoting the development of the whole industry

At present, show significance far beyond the exhibition itself, it shows more is a kind of car culture, show the effective carrier image, promote the development of. So, show the development should be in the qualitative aspects, to make the brand, enlarge the market, make the effect, make the brand effect of the show.

From this show effect, in the car dealers gains, after careful analysis, draw the following data:

1           Focus on the automobile price10Million yuan, the total of automobile53.6 %,10Million-20Million, accounting for 36.2 %,20Million yuan and above accounted for only10.1 %;

2           Sales price is also good car10Million yuan, the total of automobile 71.4%,10Million-20Million, accounting for24.6%,20Million yuan and above accounted for only3.9 %;

3           Booth in the door and into the stadium by the fountain's car total sales record is in the field of car dealers (details see table). In the gym, hiromoto and East Gate in sales for a total of6Car, beetles, in the fountain of Wanyou and West complex sales17A total of two, a region of the23Car, and the middle8The total sales volume of car manufacturers to54Car.  

         

 

 

  

                     Statistics the show sales             Unit: Car      

Participate in the car business	9Month12DaySituation	9Month13DaySituation	Total	Booth area
Longicorn	4	4	8	Fountain
The West	2	3	5	Fountain
Wanyou	2	2	4	Fountain
Joint	7	1	8	Near the middle
Jia Yuan Zhong Xin	4	2	6	Near the middle
Vanguard	5	6	11	Middle part
Xin Tianwei	1	3	4	Middle part
The journey of the Roewe	1	0	1	Middle part
Friends with	6	1	7	Middle part
Jinhua BYD	4	10	14	Near the middle
Ji Ji Qimao	2	1	3	Near the middle
The	1	0	1	Gate location
East	1	2	3	Gate location
A hippocampus	0	2	2	Gate location
Total.77Car
Remarks: Leshan commercial bank loans in total13The pen, the loan amount133Million

 

During the show, the car dealer sales strategy is different, but the combination of the above data, we can draw the following conclusions, also can clarify the development trend of the Leshan auto show:

1           Subject to site constraints, local show is also part of the car dealer should not be too much,4-6Home is best;

2           Because the current Leshan no comprehensive exhibition hall, so the show in the existing available open space, car manufacturers should be divided into high-end brand and low-end brand, is divided into2An exhibition, each group participation, to purchase a car makers intended target more accurately, improve the show effect. The choice of venue should be diversified, except in Jiazhou square (Plaza), sports center can also be in the hundred weight mall, jade international and other places, to show more fully show the charm;

3           The show is not only a show car, can consider the lateral, longitudinal development more. The show business and code Coffee participation is an attempt beneficial, also can let the insurance company, car beauty, driving to the show, evolved into the car theme day activities, in order to attract more people to participate in;

4           Large motor are generally more than7Day, the Leshan auto show only2Day, the time should be longer, can attempt of "auto", every week, determine a theme, the public welfare activities, in the high-end brand and low-end brand turns into two camps, the Media Buzz and propaganda effect will be more obvious;

5           Conditions, invite Chengdu top car manufacturers to participate in a local show, the expansion of the Leshan auto show's influence, caused concern to the government on the show, then the entire automobile service industry development importance, promote the Leshan car city into the forefront of the province.

 

 

Analysis of radio and TV media show advantages:Expected participation will reach more than 310000 people

    1The activities of the organization advantage:

Radio and television media, especially good at organizing large-scale activities, from the beginning of 2006 "moved Leshan", basically Leshan large-scale activities are undertaken by the radio and television media, the activities of the organization ability is greatly improved, such as this year hosted an exclusive "60 anniversary of the founding of a large-scale photo exhibition", "treasure hunt in Leshan", "Leshan celebrated twenty-fifth teacher's Day ceremony" and other large-scale activities, widely recognized highly affirmation of city leadership and participation units, and the media over the large brand activities such as "New Year Concert", "Erqi picked up the championship", is deeply popular.

2Publicity advantage:

The media has 3 television channels, radio 2, radio and television and the frequency of Leshan new vision media companies and media platform, is also one of the major shareholder of the Leshan news network, integration of the most influential publicity channels, especially to buy a value of about 10000000 trucks this year, with a promotional frequency high, wide, timeliness of stereo network will any activities for the radio and television media organizations to provide strong support (part of the data see table).

 

Two a newspaper coverage and the arrival rate of data table

	Coverage	Viewing (listen) rate / circulation	Finally arrived at the crowd
Radio Leshan	3700000 people	2%/	7.4Million passengers per day
Leshan TV station	4.76%/	17.6Million passengers per day
Leshan radio and TV Newspaper	22000 / period (each newspaper circulation rate of about 6-8 million)	12Million passengers per period

 

Analysis of attention during the event(according to the campaign for 30 days and 30 day calculations)

	Publicity period	At the population number / day (period)	The expected attention	Expected participation
Radio Leshan	The 60 day	74000 passengers per day	20Million	3Million
Leshan TV station	176000 passengers per day	80Million	15Million
Leshan radio and TV Newspaper	120000 passengers per period	40Million	5Million
With the Leshan News Net + Leshan new visual media companies have outdoor propaganda resources and mobile phone SMS expected participation degree can reach 80000 times The large-scale public welfare activities such as holding facilities, is the attention and participation will be further promoted

 

The whole activity during the expected participation will reach more than 310000 people.

 

 

 

 

 

 

 

 

 

Attached:2010The annual "car theme Festival" activities questionnaire

 

 

 

 

 

 

2010The annual "car theme Festival" activities questionnaire

 

:

    To promote the development of Leshan automobile service industry norms, healthy and rapid development, this is willing to join hands with the carts, strength of the meager strength. At the same time, in order to run the 2010 annual "car theme Festival" activities, especially to your company questionnaire as follows, in order to save, will "car theme Festival" activities running characteristic, strive to do the acclaimed brand activities.

 

1You tend to be held in 2010By time"The car theme Festival" (Dan Xuan)

A.1  B.2  C.3

2You tend to be in 2010By monthHold the "car theme Festival" (multiple choices)

A.2-3  B.3-4  C.4-5    D.5-6  E.9-10  F.10-11

3You tend toHegeHosted the 2010 annual "car theme Festival" (multiple choices)

A. Jiazhou Plaza (formerly new square)  B.City Sports Center  C.Beijing Hualian Leshan shop small square

D. A hundred weight shopping square   E.Other＿＿＿＿＿＿(please specify)

4If your company car exhibition, on displayThe price distribution by(multiple choices)

A.5Million yuan of the following  B.5-8 million C.8-10 million  D.10-12 million  E.12-15 million

F.15-20Million    G.More than 200000 yuan

5Related to the automotive service industry businesses to join the 2010 annual "car theme Festival", do you agree? Dan Xuan.

A.Is      B.Whether or not 

6"The car theme Festival" will take the priority reservation system, booking booth car business, if your company agree? Dan Xuan.

A. Is      B.Whether or not

7As the lead organization to the relevant authorities for approval established the Automobile Industry Association (or the chamber of Commerce), your company is willing to join (radio)

A.Is      B.Whether or not