Chapter 123 Wonderful!
Xu Chen continued:
"The first strategy is category education.
That is to say, the promotion goal is defined as popularizing science to users.
In the simplest way, tell users what Fuyanjie is, what it is used for, how to use it, and why to use it..."
"The second strategy is brainwashing marketing.
It is to formulate advertising slogans and communicate with users in a brainwashing, catchy, understandable, and down-to-earth way that everyone can understand.
And put an end to all seemingly high-minded and formal communication methods..."
"The third strategy, saturation bombing.
As mentioned before, this is an excellent opportunity for us to do category education. We have the opportunity to seize the minds of users and make the lotion category equivalent to the Fuyanjie brand.
Based on this, saturated advertising is needed, especially to cover sinking markets and even TV stations in towns and villages.
Advertising strategy, in conjunction with channel strategy and sales strategy..."
……
Xu Chen spoke in a calm tone and broke down and explained the three core strategies.
Draw inferences from one instance and draw inferences from one instance to another, and extend and spread the ideas in a eloquent way.
Vice President Lu Wenhua and several other judges listened carefully and nodded from time to time.
After Xu Chen finished speaking, Vice President Lu Wenhua looked at the marketing director and sales director beside him with a smile:
"Mr. Zhao, Mr. Li, what do you think?"
Marketing Director Zhao Nan said:
"Teacher Xiao Xu’s three strategies are not just advertising strategies, but also cover channel strategies, distribution strategies, and placement strategies.
It is indeed very rare, and this is something that no other company today has. ”
Sales Director Li Cui nodded:
"Our sales side is often out of touch with the marketing side's promotion and cannot achieve the effect of synergy.
But Teacher Xiao Xu’s strategy just now actually covers all the fronts, and indeed forms a joint promotion force! ”
Lu Wenhua said nothing more, just smiled and nodded.
Xu Chen saw that his emotions had reached this point, so he began to use his strengths in brainwashing and deception, and continued to express:
“The requirements for this pitch are mainly for advertising slogans, spokespersons, and commercials.
However, simply placing an advertising video cannot solve the problem of product promotion.
Advertising strategies need to be used to form a ‘grasp’ to ‘empower’ sales strategies, marketing strategies, channel strategies, and form a ‘combination punch’.
Each promotion line forms a 'pull through' and a 'fill-in', and finally establishes a promotion 'closed loop'...
Through the 'tipping point' formed by advertising, high-altitude bombing builds the mind, terminal distribution and sales are closed, and ultimately the ultimate goal of 'category education' and 'category occupation' is achieved! ”
……
Some "black talk" from the workplace more than ten years later confused several judges.
Even though I don’t quite understand it, I think it’s awesome. What’s going on? !
Although I can't fully understand it, I feel that Teacher Xiao Xu is even more unfathomable.
This is no longer just an advertising strategy, this is a group strategy...
Fang Jun turned to look at Xu Chen, but in his cold eyes with single eyelids, there were little stars of admiration flashing.
Liu Huachun raised his head and opened his chin slightly. He thought about the ID number he just saw. He was indeed only eighteen years old!
The advertising professor who had been silent all this time picked up a pen and quickly jotted down the concepts he just heard in essence...
Xu Chen looked as usual, with a calm and confident smile on his face.
There was no real content in what was said just now. It was just a matter of atmosphere, which made several judges feel more "superior".
He paused and started to cut into the core part of today's pitch, "selling the manuscript."
“After talking about the core strategy, the next step is creative strategy and creative performance.
Part One, Spokesperson Recommendation..."
Generally speaking, the pitch proposal will start with the "advertising slogan", because the advertising slogan is the core of promotion.
But Xu Chen chose to report to the spokesperson first.
The main reason is that the spokesperson Xu Chen reported is relatively better aware and more accepting.
When discussing advertising slogans, it is easy to fall into the "word trap", and customers may get entangled around a single word.
Once entanglement and questioning begin, the persuasive atmosphere previously created may fall short.
Proposals, like brainwashing, must consider the emotional state of each step, and the tone cannot be broken easily.
Spokespersons are "easier to sell" than advertising slogans, so sell the spokespersons first!
"In the pitch request provided by your company, it mentioned the recommendation of a spokesperson, and I hope it will be a female spokesperson.
Other companies participating in the pitch today should have submitted many female spokespersons, many of whom are very suitable.
In this case, let us at Dongchen take some risks and not mention a single female spokesperson this time.
Because we think...
A single female spokesperson is not suitable! ”
This set of words was also formulated by Xu Chen in advance.
When it comes to using spokespersons, first “oppose” yourself to other companies.
Put Dongchen Advertising on the opposite side from the other four companies.
This may seem casual, but it is actually a clear psychological hint:
Now we are not choosing one out of five pitching companies, but choosing one out of two between Dongchen and other companies.
Making a choice on the spokesperson also means making a choice on the overall plan.
Although this psychological hint may seem a bit insignificant, the final persuasion is the accumulation of these insignificant hints...
Sales Director Li Cui said:
“It’s not a female spokesperson, is it a male spokesperson?
Isn't this... inappropriate? ”
The other judges were speechless, but their curiosity was obviously aroused.
Yes...
For a female lotion product, finding a female spokesperson is the only option.
Xu Chen took his time and continued:
“The selection of spokespersons should also be based on advertising strategies.
Our strategy is to provide category education and tell users what Fuyanjie is and why they should be used...
Our spokesperson needs to have some specific associations with feminine lotion products. ”
"But there is an important problem here. I am afraid that no female star or celebrity can have a direct and consistent association with female lotion products.
Teachers, you can also think about it. Among the female celebrities reported by several companies in the past, are there any hidden associations and connections with female lotion products? ”
After the words fell, several judges frowned and thought about it, then smiled helplessly.
Marketing Director Zhao Nan:
"This is indeed difficult...after all, our category is really tricky.
It is not like feminine products such as sanitary napkins. In fact, if you find a young female star, you can make an association with it. ”
Vice President Lu Wenhua:
"Teacher Xu, what is your suggestion? I can't wait."
Xu Chen smiled and continued:
"For lotion products, we consulted Teacher Yu for his extensive professional knowledge...
One of the key user insights is that among many women who visit relevant departments, their pathologies are related to their married life.
Some are due to careless living habits of couples, causing inflammation of related diseases...Some are related diseases, which affect the life of couples..."
Xu Chen's face remained as usual as he explained the "professional knowledge" he had obtained from Teacher Yu last night.
The content is still slightly embarrassing and sensitive, but the people present are all "professionals" and everyone is listening to Xu Chen's story with an objective and analytical attitude.
As Xu Chen spoke eloquently, Liu Kang, the medical expert sitting among the judges, also nodded silently:
"Teacher Xu is right. In the experience of the department and outpatient clinics, there are indeed many situations like this.
Especially some couples who are relatively middle- and lower-educated, don’t pay much attention to..." Yu Mei listened quietly and didn’t say anything.
But she didn't refute, which was a confirmation.
Xu Chen continued:
"So, my spokesperson recommendation is not a certain female star.
But a couple. ”
Sales Director Li Cui: "Couple?"
Xu Chen: "Yes, a couple.
A well-known, good-looking, loving couple..."
After the words fell, several judges lowered their heads and began to think about it.
Lu Wenhua took a puff of cigarette and suddenly said:
"Wonderful!"
Marketing Director Zhao Nan:
“We have never thought of this idea of a spokesperson before.”
Check out the 16-9 book bar and see the correct version!
Sales Director Li Cui:
"This is great! Before, I only considered older female stars.
In fact, it’s better for older female celebrities to be husband and wife! ”
Xu Chen struck while the iron was hot and continued:
"Every teacher, you should have seen the advertisement of Huishuang Shenbao.
An important persuasive strategy of this advertisement is also to introduce the concept of couples.
The most popular saying "It's good for him and me" has this meaning. ”
Professor Wang Jian of the Department of Advertising frowned and thought for a moment, then whispered:
"That's it..."
Xu Chen straightened his expression and continued:
"Behind this, there is actually a psychological technique.
Healthcare products and insurance products, the most effective way of communication for these two products is to intimidate!
If you don’t use my medicine, you will get sick...
If you don’t buy my insurance, you will lose everything when you encounter an accident...
Although it sounds a bit shameless, this is how consumer psychology works.
Intimidation is the most effective!
But when we do advertising and promotion, we cannot be so straightforward. Being too straightforward will also cause resentment among consumers.
We need to ‘scare’ in a tactful, suggestive, soft way.
Shenbao tablets, you need to take them!
Because if you don’t eat, not only will you be bad, but your lover will be bad too...
So the slogan is ‘It’s good for him and I’m good’.
Fu Yanjie, you need to use it.
Because if you don’t use it, it may affect the couple’s life and relationship...
Therefore, our spokesperson needs to be a loving couple!
And in advertising slogans and commercials, this meaning also needs to be expressed implicitly..."
After Xu Chen finished speaking, the room fell into silence.
The three leaders of Renhe Pharmaceutical, two medical experts Yu Mei and Liu Kang, and the advertising professor Wang Jian...
Everyone was digesting what Xu Chen just said.
Professor Wang Jian suddenly spoke:
"Teacher Xiao Xu, your insight into the psychology of users is really profound!
I have also benefited a lot from your several paragraphs of analysis just now! ”
Lu Wenhua exchanged glances with Zhao Nan and Li Cui, and then whispered a few words...
Lu Wenhua nodded and said:
"Although Mr. Xu, as of now, has not submitted a specific spokesperson or advertising slogan...
But it actually convinced me! ”
He paused and put out the cigarette in his hand:
“Teacher Xiao Xu’s analysis just now has already eliminated all the proposals from several other companies because they only mentioned female spokespersons.
But now, I have been convinced by you and am only going to hire a couple spokesperson, even if the cost will double! ”
After Lu Wenhua finished speaking, Zhao Nan and Li Cui nodded.
Fang Jun, who had been listening quietly, suddenly flashed his eyes.
She had read the plan written by Xu Chen.
The most important and core part of the plan is the slogan, the film, and who the spokesperson is...
We haven't even started talking about these yet, but we have already convinced the customer?
Listening to Mr. Lu’s tone just now, I feel like it’s okay not to look at the subsequent plans and just sign the contract!
Pitching... can it still be like this? !
While Fang Jun was shocked and confused, he suddenly realized a problem...
The bet I made seems to have come to fruition.
She thought about the result and smiled inadvertently.
It seems, not bad...
……
Xu Chen looked at Lu Wenhua and said:
"Don't worry, Mr. Lu. If you hire a couple as spokespersons, the cost will not double, but may actually be reduced a lot."
Lu Wenhua: "Oh?"
Xu Chen: “I guess the female spokespersons reported by other companies include some of the biggest names in film and television.
And based on the attributes of our products, spokespersons also need to have a certain age and qualifications.
Then...the endorsement fees are huge. ”
Lu Wenhua and Zhao Nan exchanged glances and both smiled.
Marketing Director Zhao Nan said:
“Saatchi & Saatchi recommended the movie star Gong Li, and Heijue Marketing recommended the host Yang Lan.
These two are the ones we thought were suitable before. They have good reputations and images, and the association of professionalism is also very high. ”
Xu Chen nodded.
In fact, he also thought about which spokespersons would be reported by other competitors.
Gong Li and Yang Lan happened to be within his expectations.
In fact, there are not many relatively suitable female stars in China, and there are not many to choose from...
Xu Chen said:
"That's about what I expected. The fees for these two, especially Gong Li's, are in the tens of millions...
At this level of cost, the price/performance ratio is too low. ”
He paused and then said:
"And another very important point is that for our product category, these two big names may not accept it no matter how much money they offer."
Zhao Nan nodded:
"Teacher Xu is right, this is what we are worried about.
We originally considered that whoever of these two would be willing to take over would be the one we asked to be the spokesperson. ”
She smiled and continued, "Teacher Xu, who is the spokesperson you recommend..."
Xu Chen did not answer, but flipped through the plans on the computer.
A video popped up, it was a music MV:
"Let my love accompany you forever...
Are you also waiting for a close lover..."
In the picture, Ren Jing and Fu Disheng hold umbrellas and show off their love in the wind and rain...
(End of chapter)