Promotion should be relevant to the target consumer group, highlight product features, and be targeted and focused in the Beijing market to increase product awareness.
Chen Lishu specifically chose several locations with distinct characteristics and high foot traffic, such as Xidan Market.
The weather on the day of the shoot was favorable, with the overcast sky suddenly clearing.
The two girls changed into clothes specially chosen for them by Chen Lishu. At that time, there wasn't much emphasis on makeup or lighting techniques. However, young and vibrant people hardly need much embellishment; every frame was a picture of natural beauty.
Their shooting attracted many onlookers, who all assumed it was some movie or television stars filming.
Some curious onlookers even came forward to ask.
"Daughter, what are you doing? Are you filming a TV show? Do you need our cooperation?"
Chen Lishu looked at the enthusiastic elder lady and smiled, saying, "Auntie, we are not filming a TV show."
"These two girls are quite pretty, and their clothes are stylish. Are you from a photo studio? Running out in this cold weather to take pictures; with a big curtain in the studio, you can have any background you want."
Hearing the elder lady's words, Li Lang, who was nearby, replied, "Auntie, we are taking photos for clothing promotion. We can't achieve this effect indoors."
The elder lady was surprised, "You can take pictures for clothes?"
"Auntie, we are from Shu Se brand clothing store. This time, to showcase our store's clothing more directly and vividly, we are holding this street photography event."
Then Chen Lishu also gave the specific location of the directly operated store.
"International big brands do this now, and our brand is also keeping pace with the world. Those two models are specially invited big stars. Today, we are offering a 20% discount on fifty items on-site, first come, first served. If you miss out, you can only buy them at the original price in the store."
The penetration rate of television was not high at that time, and apart from a few household names, it was difficult for people to remember others.
However, this did not dampen people's enthusiasm.
Besides the star effect, they also heard that a piece of clothing was 20% off and only fifty pieces were available. Everyone swarmed to Li Lang's stall to inquire about the details.
The location already had very high foot traffic, and when people saw so many people gathered here, they all came over curiously.
"Oh my, I heard it's a film and television company, big stars, taking promotional photos for something."
"Clothes worn by stars? What brand? What? The padded jackets worn by stars are only fifty-something yuan? I think they look nice, I want to buy one too..."
Not to mention the two girls, even Li Lang didn't expect such enthusiasm from the onlookers.
"Sister, thanks to you, my Lang Lang Film Production Company has also become a little famous this time."
Chen Lishu smiled, "It's mainly because the two people you found are excellent. Only when the effect on the body is good will the audience recognize and buy it."
Soon, the fifty pieces of clothing, which were used as a gimmick, were also sold out.
In the afternoon, they changed locations to shoot, and the effect received was equally good.
After finishing, Chen Lishu invited all the staff to a meal at a restaurant.
"It's cold, everyone has worked hard. Order whatever you like to eat, I'm paying."
The group, who had some complaints in their hearts, felt that her old partner was good after seeing her attitude, and they swallowed all their complaints.
Over the next two days, they shot at four different locations. When the final product came out, the effect was excellent.
Chen Lishu selected a few particularly outstanding ones and paid to put them on the front page.
In an era with little entertainment and not much information development, such a fashion advertisement had a great impact on people's vision.
The special section below the advertisement also provided the address and phone number of the garment factory, which received an unprecedented response.
Nanhai Tao was sitting in his office reviewing reports when the phone on his desk suddenly rang.
"Hello, hello, is this Shu Se Garment Factory? I saw it in the newspaper..."
"Hello, I saw in the newspaper that your company's finished clothes are good..."
After answering four or five calls, he belatedly realized that Chen Lishu must have done something to cause so many businesses to call.
At that time, Chen Lishu, the planner of the entire event, was talking with Li Lang.
"Brother Lang, have you ever considered developing into an advertising company?"
"Advertising company?" Li Lang was somewhat confused because this term was still very rare in China at the time.
The decade-long turmoil had linked advertising companies with the evils of capitalism, and many people avoided them.
Moreover, the state strictly controlled this area. Otherwise, Deputy Director Zhang would not have been willing to choose a private enterprise for a Spring Festival Gala sponsorship, where the clothes were clearly given.
"I believe that the future development of advertising will be a trend. The process of reform and opening up has gradually accelerated in the past two years, and the country will soon fully open advertising operating rights. The advertising industry is destined to enter a period of explosive growth."
Listening to Chen Lishu's words, Li Lang fell into deep thought.
He usually talked about making film and television investments, but he hadn't made any significant progress in the past two years. He always felt powerless and had to rely on Hong Kong for various matters.
During this time, he had also considered whether to change careers and do something else. After all, with his age, and for children from families like theirs, it wasn't that they couldn't afford to play, but seeing their friends and brothers all had their own businesses and were doing well, he was somewhat anxious.
"The suggestion you made is indeed good, but the advertising industry is easy to talk about but difficult to operate. I partnered with others to shoot a film before, and the review process alone was very troublesome. Those bastards would find ways to make things difficult for people, all using regulations and policies to trap them."
Li Lang had a love-hate relationship with the system. Although using his parents' status could sometimes provide many conveniences, it was really troublesome when something really happened.
"But it doesn't matter, if it really doesn't work, I'll get a couple of overseas friends to set up a joint venture."
Chen Lishu shook her head upon hearing his words, "Joint ventures won't reduce the problems, and the government's control over the advertising industry is very strict. Foreign capital will definitely not be allowed to hold a controlling stake. I think you should operate it by affiliating with a state-owned enterprise."
Chen Lishu had seen many such things in her journey. Although it was a helpless move, it was the best choice.
In a few years, when the time is ripe, the affiliated company can be spun off to achieve full control.
Li Lang's eyes lit up completely upon hearing her words.
"Sister, you are truly my benefactor."
Through the conversation with Chen Lishu, Li Lang also confirmed his goal. However, with the Lunar New Year approaching, his matters could wait until after the holiday. The urgent matter at hand was the TV station sponsorship.