Chapter 124 Sunshine’s innocent smile
In the late 1990s, the couple Ren Jing and Fu Desheng became popular with "Intimate Lover", and later released several "duet" songs.
Became "the first couple duet group".
He has appeared on various TV stations’ Spring Festival Galas many times, and his songs are extremely popular and have become a household name.
The most important thing is that their image of a "loving and sweet couple" is deeply rooted in the hearts of the people...
When the music of "Intimate Lover" sounded in the conference room, several judges in the room even began to sing along in their hearts.
Xu Chen paused the music MV:
"This is the spokesperson I recommend, there is no other alternative."
There was silence for a while.
Until Vice President Lu Wenhua said softly:
"Okay!"
Others then spoke one after another.
“It’s really good!”
"The couple spokesperson is very suitable, and they are the most suitable among the couple spokespersons!"
“Compared to Gong Li, the cost should be much lower!”
……
Xu Chen smiled:
"Next is the slogan part.
We have reached a consensus on the strategy, and the advertising slogan needs to follow the strategy.
Use the simplest words to complete category education and tell users what Fuyanjie is, how to use it, and what its benefits are.
At the same time, it has certain brainwashing properties, is catchy and unforgettable. ”
Xu Chen flipped through the PPT, and a line of words appeared on the screen.
"A woman is clean and healthy by washing."
……
Several judges looked up, frowning and thinking.
Xu Chen did not give them a chance to think or even ask questions, otherwise they would fall into some subtle text traps.
Instead, he quickly switched to "persuasion" mode.
"Cleaning is to tell users what Fuyanjie is and how to use it."
"Better health means telling users why they use it, what are the benefits and why they use it."
"Five words combined together complete category education..."
"The hints and threats mentioned earlier are:
If you don’t use Fu Yan cleansing or washing, you will be ‘unhealthy’...”
"And these five words are simple and catchy. You will never forget them after reading and listening to them again and again..."
……
When I first saw it.
Several judges were not impressed yet.
Just because of these five words, it seems ordinary.
But after Xu Chen's analysis, everyone couldn't help but nod.
The most important thing is Xu Chen's "strategic foreshadowing" at the beginning.
In fact, from the first word of the proposal, this "advertising slogan" has already been sold.
At this point, it is a matter of course.
Fang Jun turned to look at Xu Chen, suddenly feeling a little funny.
She had already seen this plan yesterday.
She doesn't understand advertising, but when she saw this slogan yesterday, she thought it was a "common" slogan.
Nothing outstanding or unique can be seen.
But after Xu Chen’s remarks, now that I look at it, I feel that it is “exquisite and must be done”...
Fang Jun smiled helplessly in his heart.
What magic power does this man have?
In just half an hour, Xu Chen seemed to have brainwashed himself by opening his mouth...
After Xu Chen explained the slogan, he also explained the plan for the TV commercial.
The 30-second commercial film also follows the previous strategy, which is a matter of course.
"I use Fuyanjie, it cools and sterilizes in 5 seconds...
Refreshing and clean, Fuyanjie will make you healthier..."
In the blink of an eye, Xu Chen has turned to the last page of the plan:
[Thanks for listening].
It was quiet for a while.
Then Lu Wenhua raised his hand and clapped.
Then, there was applause.
Perhaps driven by the atmosphere, in addition to people from the brand, teachers Fang Jun and Yu Mei also raised their hands and clapped.
Xu Chen smiled, and a stone fell to the ground in his heart.
This time the pitch was done...
He clasped his hands together and bowed to express his gratitude.
Lu Wenhua: “I really can’t believe that today’s surprise is at the end...”
Zhao Nan: "Yeah, originally we generally accepted the two previous alternatives, but when Teacher Xiao Xu came, he overturned them all..."
……
A few minutes intermission.
Xu Chen saw Yu Mei raise her wrist, glance at the time, and said:
"We, Teacher Yu, are still busy and need to leave first..."
Yu Mei glanced at Xu Chen and showed a gentle smile:
"Sorry everyone, I still have a consultation and I have to rush back!"
Lu Wenhua has already stood up: "Teacher Yu, please go and do your work! Thank you for coming to give us guidance today!"
Liu Kang had already trotted up to Yu Mei and helped her stand up.
Xu Chen and Fang Jun naturally got up early.
With everyone surrounding him, Yu Mei was sent out.
Xu Chen, Fang Jun, and Liu Kang were polite and sent Yu Mei directly to the elevator hall.
……
The meeting resumed, and some peripheral discussions were conducted on the details of the plan.
But Xu Chen was already prepared.
As for the two issues discussed in it, Xu Chen's words directly "completely killed" the two most important rivals for the pitch.
Zhao Nan: "Before Mr. Xu proposed it, our favorite slogan was proposed by Heijue Marketing.
【Clean it and feel fresh for the day】
This slogan also has the attribute of category education, and also brings out how to use the product and what its benefits are..."
Xu Chen thought about it and realized that this slogan was indeed in line with Li Fengfeng's creative ideas.
"This sentence is not bad, but it still lacks meaning..."
"Oh? I'd like to hear the details." Xu Chen didn't rush, but he hit the point directly:
“Refreshingness is actually not Fu Yanjie’s selling point.
Shower gel can also be used to refresh, soap can also be used, why does it have to be Fuyanjie?
It could also be said that we can be ‘refreshing’ for longer, but that doesn’t get to the core.
Let’s put it this way:
Health is a must.
Refreshing, but not necessary. ”
Zhao Nan thought for a while:
"What Teacher Xu said does make sense!"
Lu Wenhua smiled and said:
“Refreshing, not scary enough!”
Everyone laughed along with him.
Xu Chen added:
"And Hei Jue's sentence is a sentence with four words and four words.
In communication, five words or seven words are the catchiest and easiest to brainwash.
Check out the 16-9 book bar and see the correct version!
Four words and six words are the worst...
Got onychomycosis, one infected two.
He's good and I'm good too.
No gifts will be accepted for the holidays this year.
Dabao meets every day...
You will find that all brainwashing slogans are a combination of five or seven characters.
Even Tang poetry.
The advertising slogan of Heijue is actually quite accurate, but it is not brainwashing! ”
After Xu Chen finished speaking, everyone couldn't help but smile and nod.
And Li Fengfeng's "promotion and salary increase" has been shattered into nothing by Xu Chen in a few words...
Lu Wenhua lit another cigarette, smiled and said:
"Actually, I still have a question that I want to discuss with Teacher Xu.
Today we also invited Saatchi & Saatchi to pitch the manuscript.
Their proposal ideas are hugely different from others.
It comes from another dimension...
Frankly speaking, their plan will be more tonal.
There is an opportunity to package Fuyanjie as a high-end overseas brand. ”
Xu Chen: "May I ask, what is their advertising concept?"
Marketing Director Zhao Nan:
“Their plan does not obviously involve product selling points, but rises to the spiritual value of women.
The slogan is 'Women are strong because of love'..."
Xu Chen sneered in his heart, just as he expected.
This kind of proposal idea is originally the conventional routine of international 4A.
Xu Chen also understood that the reason why Lu Wenhua mentioned it now was naturally because of his filter and superstition about foreign-funded 4A.
Xu Chen said:
“Saatchi & Saatchi’s plan is very high-end and has a much higher tone.
But the choice of plan still depends on the promotion budget.
If our advertising budget is one billion, we can use Saatchi & Saatchi's case.
If the budget is only tens of millions to 100 million, it is still recommended to use something more down-to-earth...
After all, sales are fundamental. ”
The words were tactful, but the meaning was expressed very clearly.
Lu Wenhua frowned, but nodded.
Xu Chen glanced at Mr. Lu and said again:
"Actually, there is also a very important user insight behind this, which can make some optimizations for our solution..."
Lu Wenhua: "Oh?"
Xu Chen: “Domestic women generally don’t know what lotion is and have never used it.
There is a simple persuasive logic that is used by women in foreign countries, Europe and the United States!
Currently, in the perception of domestic users, imported and overseas products are considered high-end.
We can take advantage of this mentality of "worshiping foreigners and favoring foreigners" and place foreigners in commercials...
Conveying ‘products used by foreign women’…”
Xu Chen picked up the mouse on the table and flipped through the "Thanks for listening" ppt page.
Only then did everyone realize that there was a page of proposal content at the back.
Xu Chen clicked the mouse, and a video popped up on the screen.
The European and American woman with blond hair and blue eyes read out the slogan of Dongchen Report in broken Chinese:
"Wash to be healthier~"
Several judges were stunned, but they smiled and found it incredible.
Just because the foreign woman on the picture is actually the foreign creative director of Saatchi & Saatchi...
Lu Wenhua shook his head:
"Teacher Xiao Xu, you have already done this. I must buy your plan today!"
Zhao Nan looked confused:
"How did you do it?
Why would the director of Saatchi & Saatchi record advertising slogans for you? ”
Sales Director Li Cui smiled and said:
"They must also think that Teacher Xu's plan is good, right?"
Xu Chen laughed, but didn't want to explain.
Fang Jun knew where this video came from and almost laughed out loud.
At the same time, she finally understood Xu Chen's intention in recording this video.
This video resolves the customer Mr. Lu’s “admiration for foreigners” mentality in a joking way.
At the same time, another bonus point was made for the commercial.
……
Without any suspense or doubts, Dongchen Advertising finally won the pitch.
Fang Jun sat quietly and turned to look at Xu Chen, who was "talking and laughing" with a bunch of customers, still feeling incredible.
At the age of eighteen, he defeated international companies and listed companies by himself...
During the draft review process, he anticipated almost all possible problems and made plans for everything.
Everything and everyone's psychology seemed to be under his control.
But he clearly seemed to smile so brightly and innocently.
……
(End of chapter)