Prior to the Sail, the domestic one hundred thousand yuan car was still a blank. Then find the entry point of Shanghai GM, have not yet listed in the Sail before the power of public relations with news and put Sail "100,000 yuan family sedan" concept speculation including women and children, so that the consumer has not met before then Sail has been firmly established. And did not put a penny in advertising Sail the case, orders had already exceeded 16,000 copies, and on the rise. One year after listing, Sail Series car has broken 50,000 sales, became the first listed year sales of more than 50,000 car brand, has created a legend in the automotive industry.
Made such a big success, according to general business operation of the law will cost several hundred thousand dollars of funding, in order to obtain such good results. Shanghai GM in the early stage but only spent a few news public relations, cleverly using the media on the strength and power of its own brand cars will be this early into the market economy, resulting in a strong market to the effect, a "blowout "type of purchase. This effect is Shanghai GM has experienced up to 8 months after the public relations activities reached.
October 24, 2000 - debut Industry Fair
Sail choose "Second Shanghai International Industry Fair" for the first appearance, can be described as well-prepared and carefully choose the timing of the common results.
"The Second Shanghai International Industry Fair" is certainly a gathering parties, especially the media attention of the opportunity. When he learned and the main work has been concerned about the auto industry's original Vice Premier Wu Bangguo to attend the opening ceremony of the news industry fair, the exhibitors Sail decision.
Shanghai GM in a very short period of time to complete a lot of preparatory work. An article entitled "Opening up new horizons and experience new life, set new standards - Shanghai GM car off the assembly line 'Sail' compact car," the press release was quickly passed, and initially published the "basic Type 10 dollars" Prices and configurations; prepared enough press releases and photos. Shanghai Industry Fair opening day, seems to have been "sudden" appearance of Sail news, instant spread north and south river, very shocking price and beautiful products that Ai Chezu appearance suddenly excited, Sail 1:00 into the day the talk of all exhibitors. Many people took the day's newspapers to look at Sail Expo special. Throughout the show, almost every day Sail the talk focused on various media.
October 2000 to 12 months - Sail test report
Sail off the assembly line to the market from the period, the reader desire to make the information on the Sail Sail coverage for many important tasks of the media. To this end, first invited a group of general domestic authority to Shanghai Automotive News reported test drive, road From Shanghai to Zhouzhuang Water Village to experience the Sail in performance under actual road conditions. Sail power during test performance and excellent handling characteristics, make these cars into the home over the years has been advocating for veterans and remember their excitement.
Shanghai GM also according to the characteristics of different media, prepared for their various testing programs, these categories include: professional automotive press magazines; mass media (including print and television class category).
Professional automotive press and magazines, usually require professional in-depth Sail to compare test drive, especially to large amounts of data, and because test items are more professional, and facilities on the site very demanding; plane mass media are more focused common owners of the Sail direct experience, these feelings are more perceptual knowledge, while the mass media also requested information of news tips and pictures; the TV media will have to through the lens of language television audience for the performance of the Sail of performance, to consider the beauty and vivid picture, and to avoid lengthy single lens, so the choice of venue also receives special attention. Besides, given the limited shooting time, but also need a video in advance to help provide more information.
All the preparations put in place, so the media reports on the Sail of the evaluation test are high, collected close to 20 test reports, articles, eye-catching headlines, the reader has a great appeal to a very good the spreading effect.
December 12, 2000 - Sail offline
Sail debut as the great success achieved in the Sail before the official off the assembly line, many of the Sail of the topic has become the focus of media attention or debate. Such as the price is how to make out? Configured correctly? Sail with the competitors and even the time off the assembly line has so.
In the line-off ceremony, the first show is a video of street interviews, to all the participants left a deep impression. This video is based on real street interviews and market research produced, which included respondents from private enterprise owners, professors, young lovers, white-collar workers, young women, family of three, people from Taiwan and other areas; issue covers the public family car price, configuration, appearance, expected time of the views of the car.
In the news before the official release, the first foreign journalists to listen to this variety of opinions from the public. Press conference, Shanghai GM and honest answers to several questions raised by the media. After the press conference, general arrangement of all press groups to visit Shanghai General Motors most advanced flexible production line, so that journalists and others witnessed the Buick Sail sedan share the same advanced automatic production lines. And to all aspects of video information available to local stations as the material used, played a very good effect.
Through this public relations activities, Sail pricing and configuration information once again, the public and the media recognition and acceptance, while Shanghai General Motors, "customer-centered" concept has been further empirical and deepened.
March 2001 - media test
Sail off the assembly line, the preliminary announcement of the first half of 2001 market timing. In general, the new car in off the assembly line six months to a year after the required time to carry out trial production and testing, and gradually improve the quality and yield. However, after the Spring Festival in 2001, some public opinion Sail with some assembly production models than the proposed "Sail why the delay in listing" question.
Although some media had also tested Sail, and published test report, but still can not meet the information needs of public Sail. Therefore, Shanghai GM decided to organize a large-scale media test activities, use of more concentrated news effect, the public through the media to obtain more detailed information on Sail performance.
Before trial in the media, general-purpose first invited some media representatives, interviewed responsible for Sail to improve and redesign the Pan Asia Technical Automotive Center's general manager and is responsible for moving and assembly Sail designers, from a professional point of view of trying to R & D process and Sail Sail performance, doing a more comprehensive and authoritative comment.
Meanwhile, in the media before the official test, general knowledge, invited to a special training of specialists in car, so too a car more than two hours of media lectures, detailed presentation from the engine and powertrain to the airbag, ABS and Sail typical improvement projects and other areas of knowledge. So that media representatives in the performance of the actual experience of Sail before the master key of theoretical knowledge, and test Xiangying card.
The PR campaign has been focusing on the authority of experts, the respondents highlighted the role of expert power by correcting some of the better public lack of understanding of the inherent production pattern of auto generated some misunderstandings. At the same time representatives of the media from both theoretical and practical aspects of practical experience of the Sail and excellent improvements made to the performance, played a role in the spread is expected.
April 3, 2001 ~ 6 - Beijing International Fair
Sail in the Beijing International Exhibition on debut, was the first to leave Shanghai Sail displayed in different places. In particular, the special is: The exhibition on display Sail only one product is a single appearance Sail; new army of domestic family cars all in place, same stage, including Xiali 2000, SAIC Chery, Chang'an antelope, South Ingle, Hainan Mazda, Geely and the U.S. and Japan; Beijing is the country where the highest concentration of the media, a huge influence.
Therefore, Shanghai GM was able to pass the "Beijing test" to do the preparatory work is particularly full. Opening day in the morning, the capital importance of the media are on the Shanghai General Motors marketing conducted interviews, and more than 30 interviews with the media collective. In the interview, GM Sail highlighted the improvements made and outstanding cost performance.
Meanwhile, due to their superior appearance and Sail strong news effects, the scene in the exhibition can be said to the audience waves, causing the organizers had sent armed police to maintain programs. The exhibition, Sail Expo has become the brightest highlights North, and other parts of the models formed a strong contrast.
March 2001 ~ June - National Parade
From March 2001 to June's "Let's control, a total experience - Buick family will test the" national tour event, the Buick Sail to participate in family activities in the national test, after 30 cities, almost a week to go 2 to 3 the density of cities. In this event, Sail parade the country, face to face with the national media and user exchange, accept their gossiping. Sail around public witness satisfy the strong desire to make final preparations for the listing. Proved that the face to face communication to help the public with more accurate understanding of Sail, to avoid too high or too low expectations of the evaluation, so that more appropriately Sail market position.
In March 2001 to June's "Let master, total experience - Buick family will test the" national tour event, the Buick Sail to participate in family activities in the national test, after 30 cities, almost every week to 2 3 the density of cities. In this event, Sail parade the country, face to face with the national media and user exchange, accept their gossiping. Sail around public witness satisfy the strong desire to make final preparations for the listing. Proved that the face to face communication to help the public with more accurate understanding of Sail, to avoid too high or too low expectations of the evaluation, so that more appropriately Sail market position.
June 8, 2001 - Sail Listing
After six months of pre-trial production - pre-production - the official production process, the Sail set June 8, 2001 time to market. Before that, the media has been on the Sail's price, availability and number of the first to do a variety of market speculation, the formation of a strong public expectations psychological. Sail across the country will be due at the same time, so it is fully mobilized Shanghai GM, GM dealers across the force, in advance of the full disclosure of information and listing of the program of activities to prepare.
After six months of pre-trial production - pre-production - the official production process, the Sail set June 8, 2001 time to market. Before that, the media has been on the Sail's price, availability and number of the first to do a variety of market speculation, the formation of a strong public expectations psychological. Sail across the country will be due at the same time, so it is fully mobilized Shanghai GM, GM dealers across the force, in advance of the full disclosure of information and listing of the program of activities to prepare.
The Sail to be listed on the message, including: market pricing, commitment; to reliable products and services to consumers, emphasizing the improvement after six months and trial production, Sail in strict accordance with Shanghai General Motors launched the new product process After a "pre-trial production - pre-production - the official production - listing" stringent manufacturing and audit processes, reliable quality and service.
June 1, Shanghai General Motors first announced the price of Sail three different configurations, and published on June 8 in the market. The title of press release as: "keep the price commitment to provide reliable service, Sail training listed six internal strength in June from the country," clearly and fully express the desired message. This press release promptly answered previously listed for Sail speculation, and greatly mobilized the enthusiasm of the media and the public. Meanwhile, three different configurations of the price of Sail publication, highlighted in the line-off ceremony, the Shanghai General Motors on the commitments made in the cash price.
June 8, Sail On that day, around the major media are thus doing a detailed follow-up reports. Prior to Shanghai General Motors dealers have the same parts of the first owners of the data collection and complete, greatly helped by the media work. Day, the situation around quickly back to the Shanghai market, in the parts listing, pictures and content of the owners surveyed, these information has been sent to journalists from around the hands, to help them more comprehensive understanding of the Sail listing picture, and provides a lot of news tips and material.
June 18, 2001 ~ 24 - Shanghai International Auto Show
The biennial Shanghai International Auto Show, is a listing of public relations planning Sail the last link, from October 24, 2000 debut, happens to be 8 months time. Buick with this show "Buick meet every family" theme, Sail and Buick cars, as well as other multi-station wagon with official business, to invite more than 100 media representatives attended the meeting shows the family of a different Buick clearly defined. So far, Sail listing end.
Successful planning both fame and fortune
Sail the whole process of market planning can be said that the domestic car brand building to create several records: last 8 months, the long time span is very rare; In the process, received thousands of press clippings Sail Almost all the country's media (professional too, except the media industry) have referred to the Sail; the promotion process, a total of more than 600 journalists contacted; written and issued 12 press releases, news highlights previous a propaganda theme. Sail successfully laid the basic definition of family cars in China, ended after several years of discussion about the big family cars, and to "pay attention to safety" and "focus on cost performance" has become the consensus of the same company. 8 months-long process, Sail has always been at the center of the media and public attention. In this case, the advantages and disadvantages of Sail will no doubt be amplified exponentially. How to convey to the public a real credible Sail, and to help this young family car brand quickly became the leading brand in China, so the idea of Sail advocate for the public and peer acceptance, indeed a great challenge to the universal order.
In this case, the general feel PR should be a corporate product strategy and marketing strategy, an integral part of policy requires the rigorous and careful, precise implementation and co-operation in various sectors. Different stages of information collection, compilation, analysis and dissemination of the success of the public relations is also important, although through clever planning can quickly attract the attention of the public, but general are more willing to point out that: to understand and think carefully prepared general message; maintain smooth flow of information media and the public communication channels; rapid response and timely adjust the established strategy and public relations steps, is the key to successful public relations Sail market, but also closer to public relations is all about.
Recommended links:
logistics distribution SYSTEM based on arcgisOGM to MKVGood Web ServersFLV to PSPRed Hat continues international expansion path of new R & D centers Czech RepublicWorld Cup counterparts: Illustrator drawing three cases of FootballBT has BEEN closed, we see what?WinGate FAQPremier Wen visited the British company behind HuaweiNews about Terminal And Telnet ClientsSource Editors InfomationOGM to MP4Chen Zhou wears a hijab birth LISTED on the first pack only the concept ofBad reputation from rival music of Robin Li, "THROWING the bums out"?Dell's LARGE-SCALE expansion of production capacity in China, said to wait and see who is the fiNew Year 2,000,000 Administrative Expenses