Advertising cases, Kantar calculated that the best

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media advertising mix ratio for mature brands is 5:5 , that is, 50% for brand building and 50% for traffic harvesting . At the brand building level, the best ratio for online media represented by “ WeChat, Weibo, Douyin, and Xiaohongshu ” and offline life scene media represented by Focus Media is also 5:5 . The more traffic you have, the faster you die? 5 cases showing the " counterintuitive " growth path To be more specific about offline distribution, it is necessary to consider issues such as explosive / cost-effective strategies and how to combine products. If the budget is around 20-50 million, you can use a detonating strategy, making full use of Focus Media's three media combinations of elevator TV + elevator posters + smart screens, and broadcast them frequently within 4-6 weeks .



For example, the children's shoe brand Telanis launched Focus Media's three media combinations in first- and second-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and Chengdu during phone database the Double 11 event last year, and finally achieved the top sales of children's shoes on Tmall during the Double 11 event. The flagship store's sales exceeded 100 million for the first time, a year-on-year increase of 137% , and an 11% increase in unit price . If the budget is within 20 million or 10 million, you can adopt a cost-effective approach, accurately select Focus Elevator posters and smart screens, and launch them in 2-3 weeks during major promotional events such as 618 and Double 11. This is because Focus Elevator posters and smart screens have an impact on sales conversion.



It is more obvious, especially the elevator posters, which are more suitable for linkage platform promotions, while Focus Elevator TV is more suitable for brand awareness and potential explosion. We can see that Meiji Landou, Ulike , Kongke Instant Noodles, Telanis , and Deyou basically all adopt the detonating strategy. Among them, after Telanis was launched, the brand keyword search volume of Tmall flagship store in August of that year increased by 40% month-on-month , the customer unit price increased by 25% year-on-year and month-on-month , and the sales volume in early September increased by 141% year-on-year ; after the personal care brand Deyou adopted the detonating strategy, its sales increased by more than 5 times in 2022 ; after Ulike was launched on nodes such as 3.8 and 618 , its sales increased by 1.5 times and 2.5 times year-on-year respectively.