Chapter 140 About long-term cooperation
Nie Fei took a sip from the small tea cup, glanced at Xu Chen, and said:
"To be honest, we were not too optimistic about the advertising slogan 'Afraid of getting angry' at first.
Now that the survey data has come out, it is actually somewhat unexpected. ”
Xu Chen still didn't answer, drinking tea while waiting for the other party to continue.
Nie Fei: "Although the survey results are like this, if we really want to use this slogan in promotion, we still need to convince many internal leaders."
Xu Chen smiled inwardly. The implication of the other party was that although the research results were completely in favor of the slogan submitted by Xu Chen, the one million bonus might not be his.
Nie Fei continued:
"So on our way back, we came here to visit and wanted to hear Teacher Xu Chen's creative ideas.
These ideas can also help us complete the persuasion within the company. ”
After Nie Fei finished speaking, several subordinates beside Nie Fei all turned to look at Xu Chen.
In fact, ever since they came in and saw Xu Chen's "high school student" appearance, they felt a little disdainful and even a little inexplicable "angry" in their hearts.
Wang Laoshun's slogan has been created and demonstrated within Jiaduobao Company for a long time.
Everyone here has thought of at least twenty advertising slogans, and all of them have been rejected without exception.
And now, the slogan written by a senior high school student actually got the highest score in the survey?
And if this slogan is really confirmed, a one million solicitation bonus will have to be paid.
That’s one million...
These middle- and lower-level company employees may not be able to save a million in ten years.
Maybe in their eyes, the senior high school student in front of them just got lucky and wrote the slogan "Afraid of getting angry", and they may not be aware of the details behind it.
They were all looking forward to it, looking forward to seeing the high school student unable to answer the question and showing nervousness and embarrassment...
Xu Chen was not embarrassed or nervous at all.
He put down the teacup in his hand and even crossed his legs.
But he didn't take it too seriously. He got to the point of the problem and said as briefly as possible:
"Your company's solicitation requirements are very clear. We hope to promote Wang Laoshun herbal tea to the national market, even to rival the market size of Coca-Cola.
This ambition is huge, but it faces two huge and very insurmountable problems..."
"First, the category of herbal tea is only known by users in Guangdong Province in South China and its surrounding areas. People in other places have never heard of herbal tea..."
"Secondly, the efficacy of herbal tea in the minds of people in South China is to 'remove dampness', but the concept of 'removing dampness' also has great regional limitations.
Only the south can be 'humid'. In places like North China and Northwest China, there is no such thing as 'humidity' at all..."
“The taste of herbal tea is not good. No one will buy herbal tea because it tastes good.
So if Wang Laoshun wants to promote it, he cannot do without functional selling points..."
"The above is the core starting point of advertising slogan creation, or advertising strategy..."
"Then, we need to find a problem that people across the country are aware of and often encounter, and which herbal tea can solve..."
"Getting angry...
Chinese people know how to get angry, and even all problems can be explained by "getting angry".
From North China to South China, from East China to Central China... people everywhere are getting angry!
Although, no one can explain clearly what getting angry is..."
"For this kind of widespread and universally recognized need, the pen to 'remove dampness' is ten thousand times better...
In addition, I also studied the efficacy and user perceptions of Guangdong Province herbal tea. In addition to 'removing dampness', it also has the effect of 'removing fire'. ”
"When you get angry, drink a can of Wang Laoshun to 'get rid of the internal heat'. Isn't this a strong motivation to buy?"
……
Xu Chen had almost finished speaking. Seeing no response from the crowd, he picked up the teacup on the table, blew on it and started drinking.
But Nie Fei and others on the opposite side looked cautious.
Especially the several staff members who were waiting to see Xu Chen's "embarrassment and nervousness" looked at each other with strange expressions.
Just because what Xu Chen said... makes sense.
The team on this business trip conducted a nationwide survey. After one round, in addition to knowing that the phrase "fear of getting angry" received the highest number of votes...
From the user forums, we can roughly deduce the "exquisiteness" of this advertising slogan.
The survey results were almost the same as what Xu Chen said.
This shows that the high school student in front of him is definitely not fooled.
As he just said, he created this slogan based on strategic thinking.
But this is really weird, after all, the other party looks so young...
What's more, in Tiancheng, a northern county, he may have never been out of the province, so how can he have insight into the user needs of people across the country?
……
The vice president "Sister Fei" thought for a while, nodded slightly, then smiled and said:
“Listening to Teacher Xu Chen’s words was really eye-opening!”
Xu Chen's expression remained normal, but he was snickering in his heart. Fortunately, he had drafted the manuscript in advance last night.
After all, when I submitted the article, I didn’t specifically list detailed strategies, insights, etc.
As for today's performance, it took more than ten minutes to deduce it last night.
Nie Fei opened her red lips lightly and said again:
"I still have a question, why it must be 'fear of getting angry' instead of 'treating the internal heat', 'removing the internal heat', 'clearing the internal heat' and the like."
Xu Chen: "Actually, Mr. Nie, you should know better than me.
After all, beverages are not medicines and cannot promise consumers ‘medical effects’. Moreover, I don’t think you want Wang Laoshun to be associated with drugs, which may lower the sales ceiling...
"Afraid of getting angry" pointed out the problem of getting angry, but did not directly mention the efficacy.
It only says that users can have a can when they are worried or afraid of getting angry.
With this method of description, those who are willing to cause trouble will not be able to find any problems. ”
Nie Fei thought about it for a while and nodded seriously:
"I didn't expect that Mr. Xu Chen would think so carefully, even more carefully than us on the brand side."
Several people around him also echoed a few words:
"Yes, Teacher Xu, your analysis just now is exactly the same as the results of our survey."
"Our national market has become popular, and people everywhere can recognize it."
"We have directly promoted selling points such as 'removing dampness' and 'conditioning' before, and we have indeed received complaints from competitors..."
While several people were discussing, Fang Jun looked at Xu Chen and couldn't help but be surprised.
Check out the 16-9 book bar and see the correct version!
She had no idea that in addition to the draft submissions in Shanghai two days ago, Xu Chen also had the Jiaduobao project in hand.
It seems that I still underestimated "Dongchen Advertising" and Xu Chen.
……
Xu Chen smiled and listened silently, feeling slightly relieved.
Judging from the reactions of this "Sister Fei" and the people around her, it seems that she has basically "won".
Naturally, the one million bonus is basically stable, and more importantly, it has established professional recognition in front of the other party.
But Xu Chen didn't want to stop yet. Today's communication still had an important purpose that had not been achieved.
He needs to make some preparations in advance for the endorsement of Kunlun Mountain Mineral Water and Xie Bingran.
According to the memory of the previous life, Jiaduobao Company at this time should not have started to develop the high-end mineral water business...
Xu Chen thought for a while and said:
"When I submitted the article, I did some research on your company and Wanglaoshun's product.
Wang Laoshun's trademark and 'Red Can Herbal Tea' should be in the hands of Guangzhou Pharmaceutical, and your company Jiaduobao should only have the right to use it...
Will there be greater risks in large-scale promotion under such circumstances? ”
Nie Fei was stunned for a moment, then smiled and said:
"Unexpectedly, Teacher Xu even knew this in advance."
She was indeed a little surprised. It seemed that the teacher Xu in front of her had really done serious research.
Xu Chen naturally had not done any research, but in his previous life, Guangzhou Pharmaceutical and Jiaduobao competed for the "Wang Laoshun" trademark, which was huge news in the industry.
By the way, a certain leader of Guangzhou Pharmaceutical was sent in, and the big boss of Jiaduobao also "ran away"...
Nie Fei continued:
"No need to worry about this, we have extended the authorization of 'Wang Laoshun' red can herbal tea until 2020.
The contract can be renewed in the future, and there is no problem with our current investment..."
Xu Chen frowned, but did not continue to speak.
As a reborn person, Xu Chen is very aware that there are huge hidden dangers in this "authorization".
In fact, Jiaduobao did not obtain this authorization through "legal compliance" means, which also laid huge hidden dangers for the subsequent series of conflicts.
But Xu Chen was not prepared to "notify in advance" about this.
In fact, it is impossible for him to inform in advance...
He just hopes to take this opportunity to pave the way for the endorsement of Kunlun Mountain and Xie Bingran...
Xu Chen thought for a while and said:
"Trademarks that are not in your hands are ultimately a huge hidden danger."
Nie Fei: "This matter... is rather complicated. In fact, we have been debating it internally for a long time.
It also involves some company operation issues. The current situation is that we only have one profitable flagship product, Wang Laoshun, to promote..."
Xu Chen: "This is the biggest problem."
Nie Fei was stunned for a moment, then sat forward slightly:
"Teacher Xu, do you have any ideas or... advice?"
Xu Chen smiled:
"Guidance is out of the question.
I think that your company only has one product and the trademark is not yours, which is a huge risk after all.
To be safer, we need to develop another product line and brand line.
If something goes wrong on Wang Laoshun's side, your company at least has another product line to protect. ”
Nie Fei looked cautious again and said:
"Teacher Xu, today we made an impromptu decision to come for a visit. It was a very correct decision...
In fact, our company has also been discussing other product and brand lines internally, but it has not yet been finalized as to what we are going to do.
Teacher Xu, do you have any good suggestions? ”
Xu Chen frowned, but didn't speak in a hurry.
Nie Fei smiled and said again:
"It just so happens that we are also looking for a suitable advertising company for our subsequent promotion.
We also want to talk about our long-term cooperation with Dongchen Advertising. ”
(End of chapter)