Chapter 122 Teacher Xu, please continue...
While the three leaders of Renhe Pharmaceutical were getting acquainted with Xu Chen again, the university professor Wang Jian also came over.
But he did not rush to get to know Xu Chen and Fang Jun. Instead, he bowed his body and introduced himself to Yu Mei in a low voice.
When Yu Mei heard that he was a professor at a certain university, she became serious behind her gentle smile, and the two even exchanged mobile phone numbers privately.
……
Marketing Director Zhao Nan saw that the atmosphere was suitable and said:
"Although Mr. Xu is young, Huishuang Shenbao's new advertisement was created by Mr. Xu!"
Vice President Lu Wenhua: "Oh?! Now I'm even more looking forward to Mr. Xu's proposal!"
Xu Chen said with a smile: "Then let's get started!"
……
Several judges had already taken their seats, and Gu Xinxin came over and quickly helped Xu Chen connect the computer to project the screen.
The four words "Dongchen Advertising" appeared on the projection screen, and Xu Chen officially started his first pitch proposal after his rebirth.
Lu Wenhua and other judges looked obviously more serious now than they were cold at the beginning.
In addition to Yu Mei's status as a "big expert", there is also the blessing of Xu Chen, the author of "Shenbao Advertisement".
Of course, Xu Chen also knew that what he had just done had only helped him build initial trust, allowing the judges to sit down and listen to his proposal carefully.
But in the end, it still depends on the content of the proposal...
Xu Chen cleared his throat and began to speak calmly:
"I want to ask a question first...
What kind of effect do you want to achieve with this promotion of Fuyanjie’s product? What market size do you ultimately want to achieve? ”
Xu Chen paused for two or three seconds, smiled and continued:
"Actually, this question does not need to be answered. Your company has convened several top companies in the industry to pitch the draft, including international 4A. It can already be seen that the intention and ambition are..."
"Is there a possibility that after this promotion...
Fuyanjie has not only become the number one female lotion category, but has also become synonymous with female lotion. When users think of this category, they will only think of Fuyanjie..."
"Is it possible to go from first-tier cities to second-tier cities, then to third-tier, fourth-tier, fourth-tier and fifth-tier cities, to towns and rural areas...
Fuyanjie can be seen in every pharmacy store, and it has truly entered thousands of households, becoming a daily care product like shower gel and shampoo..."
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Xu Chen spoke in a calm tone, describing some visions and imaginations...
But the faces of Lu Wenhua, Zhao Nan, Li Cui and others below became more and more solemn.
In Renhe Pharmaceutical's internal ten-year market plan, what Xu Chen said is exactly the market height that Fuyanjie product ultimately wants to achieve and dream of.
Xu Chen chose to start from the perspective of vision and goals. Naturally, he wanted to establish the same "sense of purpose" with his customers in the first place.
Let customers know that Dongchen Advertising is really thinking about the future of its products.
This can also be regarded as a "big pie" communication method, using future expectations to "brainwash" customers first.
The communication logic behind many MLM organizations’ rhetoric is also like this...
Lu Wenhua looked a little emotional, as if Xu Chen had really spoken to his heart.
In fact, the more big leaders and bosses are, the more interested they are in these words that describe visions and goals, because they focus more on long-term and even somewhat "fake and empty" goals.
Only those small leaders will focus on the specific growth data every month and every quarter.
Xu Chen knew very well that Lu Wenhua was the real decision-maker in this pitch, and his speaking skills were specially adjusted for him.
After describing his vision, Xu Chen changed the subject:
"Faced with such a vision and expectation, we are faced with a huge problem..."
“Currently, the majority of female users in China have no habit of using feminine lotion, and they don’t even know that such a product exists.
They have never heard of it or used it.
Even though I introduced it to them, they may not find it useful or even redundant...
‘Isn’t it good that I usually use shower gel, soap or even water? Why do you have to spend money to buy your product? ’
This can be regarded as creating a demand for no reason, and users need to be willing to accept it...
The question is, can we do it? ”
Marketing Director Zhao Nan paused and said:
"Teacher Xu is absolutely right. This is exactly what worries us. We have used many promotion methods before, but none of them have achieved results." Xu Chen nodded.
He indeed pointed out the core issues currently facing the brand in just a few sentences.
This surprised Marketing Director Zhao Nan. None of the other pitch companies were so precise in terms of strategy.
Xu Chen continued:
"This is the biggest problem, but it is also the biggest opportunity!
It is precisely because users have never heard of or used it that we have the opportunity to do a round of category education first.
The category of feminine lotion is equated with the product of Fuyanjie.
This is our huge promotion and launch opportunity. We need to seize the market before we have completed category education and quickly capture the minds of users!
Brand is category.
When users buy lotion, they are buying Fuyanjie.
There is no second option. ”
Vice President Lu Wenhua listened carefully and thought at the same time.
He suddenly reached out and touched the table, but found nothing.
Check out the 16-9 book bar and see the correct version!
After feeling around his body again, he finally took out a pack of cigarettes from his coat pocket, took one out and put it in his mouth.
The secretary behind him suddenly came over and said in a low voice:
"Mr. Lu, you said you wanted to quit smoking!"
Lu Wenhua nodded: "Get out!"
"..."
Lu Wenhua lit a cigarette for himself, took a deep breath, and then raised his hand:
"Teacher Xu, please continue!"
……
Fang Jun sat next to Xu Chen and turned to look at Xu Chen with a complicated expression.
In the past two days, Xu Chen, an eighteen-year-old high school senior, had given her too many surprises and shocks.
But after listening to the other party's proposal and speech today, Fang Jun once again felt huge surprise and incomprehension.
Where did his abilities come from?
He is only eighteen years old, a senior in high school.
He should have no social or workplace experience, but how did he get such a provocative speaking ability?
Are there really "naturally invincible" people in this world?
Xu Chen's words are simple and simple, but they are indeed very "inflammatory". The most important thing is that they perfectly fit the psychology of customers such as Lu Wenhua and Zhao Nan.
At the same time, what he said was meaningful, and what he said contained professional advertising communication strategies...
Several judges in the room, including Teacher Yu Mei, were already attracted.
Gu Xinxin, who introduced Dongchen Advertising to participate in the pitch, his eyes were flashing with joy at this moment.
When she first met Xu Chen, his teenage student appearance made Gu Xinxin secretly say, "It's over"...
But now that I saw the first part of Xu Chen's proposal, I was already quite shocked.
At the same time, her worries had long since dissipated.
……
Marketing Director Zhao Nan spoke again:
"Teacher Xu's analysis is very accurate and he pointed out the crux of our promotion. So how should we do our promotion?"
Xu Chen smiled and flipped through two pages of PPT.
"Based on the vision, difficulties, and opportunities just now, Fu Yanjie's three major advertising strategies are promoted this time:
Category education, brainwashing marketing, saturation bombing. ”
(End of chapter)