Chapter 270 Trip to Yangcheng and Osaka
Sunday, early morning.
Xu Chen received a call from a courier and asked to go to the school's small post office to collect an important mailing document with his ID card.
I got a big envelope and opened it, only to find out that it was from Sister Wu Yue from Tiancheng.
Inside was a passport with a visa already applied for, as well as a flight and hotel reservation form, as well as several printed A4 papers.
Xu Chen flipped through the pieces of paper and found some guides for traveling in Osaka, including transportation, entertainment, dining, etc.
Xu Chen couldn't help but sigh that Sister Wu Yue was really careful and considerate.
"Sister Yue" is really suitable to be the administrative director. I think she can also help her father Xu Zhiquan and share a lot of daily troubles.
There were only a few days left before flying to Osaka. Xu Chen thought about it and had to go to the bank to exchange some Japanese currency.
I have a Visa card on hand, which I can use when I get to Osaka, but I still need to bring some yen.
I have been to Japan several times in my previous life, including Tokyo, Kyoto, Okinawa, Hokkaido...
I have never been to Osaka.
Unfortunately, this trip is also very busy, so I may not have time to take Xie Bingran around carefully.
Fortunately...
After returning from Osaka, Bing was also in Shanghai.
If you want to run to hug her, at least it will be more convenient and easier than now.
However, the "champion" is a busy man and a big star, and is no longer the poor deskmate he used to be.
In most cases, it has to be the time and place for Xu Chen to accommodate Brother Bing.
Of course Xu Chen had no complaints, and was even very proud and happy.
……
……
Xu Chen went to the cafeteria to have some breakfast, and then came to Tonghai Creative Design Building.
I washed some fruits and opened a can of soda. Then I sat in front of the computer and started working overtime on the plan.
For the "Tooth-fixing Toothpaste" entry, Amy Sun will finish the design part today.
Xu Chen and her discussed it carefully last night, and they were not particularly demanding about the details of the design.
After all, it is not a "out-of-the-street" manuscript. It is just used to participate in a college student advertising competition. It does not require as much detail as the "delivery manuscript" of an advertising company.
Amy Sun proposed three plans for the screen design of the three graphic manuscripts.
The first option is to find corresponding photographic material, such as the elderly, middle-aged people, and children. Of course, you must choose picture materials that fit the copywriting and creativity.
This is the easiest to produce results, but the risk is that suitable photo materials may not be available, and you have to rummage through several public advertising material libraries.
Of course, if you are selected, you need to purchase additional commercial licenses for the images, but usually it only costs a few thousand dollars, so it’s not a big problem.
The second solution is to use computer hand-drawn illustrations to solve the problem. Amy Sun was originally an illustrator, so this was not a big problem in execution.
But Xu Chen’s concern is that the theme of this set of manuscripts is biased toward “story depth” and “realism,” and the illustrations may deviate from the artistic conception and style.
The third option is to directly highlight the copywriting, similar to the poster design form of "big character poster", mainly using background elements, changes in fonts, etc. to fit the theme.
This plan looks the simplest, but is actually the most difficult to implement.
If done well, it will be very effective, but if done poorly, it will look "crude".
Amy Sun's answer is that all three options need to be tried before judging which one is more effective.
She also knew that the submission date was approaching, so she couldn't dwell on it for too long. She would finalize the plan with Xu Chen within today.
Let's leave this matter to Sun Amy for the time being, and Xu Chen can let it go.
He opened the document and began to write the plan for "Kunlun Mountain Mineral Water".
This plan itself has a "standard answer", but Xu Chen is still a little stressed.
Maybe it's related to Xie Bingran's endorsement, and caring about it will lead to chaos.
The budget given by Nie Fei was 1.5 million, which was already considered a large order in the domestic advertising industry in 2006.
After all, this planning project currently only covers three items: product name, advertising slogan, and spokesperson recommendation.
Compared with the previous pitch of "Fu Yanjie", it is simpler.
The product name that Xu Chen wants to recommend is naturally the three words "Kunlun Mountain".
There is no problem with the strategy, the only thing is that these three words must have been registered, and to buy this trademark, the budget is expected to be relatively large.
We need to convince the Jiaduobao brand to be willing to spend the extra money...
The slogan part is related to the product name and can be used to deduce strategies together, which is not a big problem.
As for the recommendation of spokesperson Xie Bingran, Xu Chen still needs to carefully consider it and come up with a set of strong logic to convince customers.
In fact, Xu Chen was very confident in persuading Nie Fei.
I have been in contact with this "Sister Fei" a few times, and I have some understanding of her tone.
Nie Fei has no problem with her professionalism in marketing and brand advertising, so selling product names and slogans is not a big problem.
And she was previously the brand director of Nike Greater China, so she should be able to quickly understand the value of Xie Bingran.
The biggest challenge of Xu Chen’s plan is to help Nie Fei convince the senior management and boss of Jiaduobao...
Xu Chen had previously inquired with Chen Xinyi from the Jiaduobao Marketing Department that there were three bosses above Nie Fei, none of whom were from the marketing and branding fields, so they still needed to spend more time in communication and persuasion.
The Wang Laoshun slogan previously submitted by Xu Chen was also based on the final user research data, and finally convinced several big bosses.
In fact, Nie Fei judged that the phrase "fear of getting angry" was very reliable in terms of professionalism. However, in order to convince the bosses to accept it, she had to conduct a nationwide user research and get first-hand experience. Data support.
Regarding this proposal, Xu Chen was reporting to Nie Fei. At the same time, he was also providing Nie Fei with words and a strong logic to convince Jiaduobao's upper management.
Fortunately, after the great success of Wang Laoshun's promotion, Nie Fei's voice and trust within Jiaduobao have increased a lot.
……
……
By noon when Xu Chen's plan was written, he had it figured out in his mind, and the persuasive logic of several modules had been sorted out.
He thought for a while and directly contacted Chen Xinyi first to confirm the itinerary in Yangcheng, mainly to make an appointment with Nie Fei: "Will Sister Fei be free next Wednesday? I will come to Yangcheng to report on the mineral water product planning project."
"Next Wednesday morning, Sister Fei's place will be empty!"
"That's great. I just finished writing the plan in the past two days."
"Then let me help Mr. Xu Chen arrange the trip first?"
"Okay, thank you Xinyi!"
"Teacher Xu Chen is so polite... I will talk to Sister Fei tomorrow morning, and then ask the company administrator to book a trip for Teacher Xu Chen."
"Thank you, see you in Yangcheng next week!"
"Hmm, see you next week, Teacher Xu Chen!"
……
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At around three o'clock in the afternoon, Amy Sun sent several "draft pictures" online, which were considered a trial of several discussed plans.
Check out the 16-9 book bar and see the correct version!
Xu Chen frowned and looked at it, but he didn't seem very satisfied.
The "illustration" plan can basically be eliminated, and it does deviate from the weight and reality of the story.
In the form of a "big-character poster", Sun Amy made one, but it seemed a bit crude.
But for the first solution of using photo materials, Sun Amy seems to have not found a suitable picture yet...
So in terms of implementation, it is still a little more difficult than imagined.
Xu Chen was thinking about how to modify and communicate, and Amy Sun called directly.
"Teacher Xu Chen, I just thought about it and there is another plan..."
“At present, realistic photo materials are still the most suitable, but the problem now is that it is not easy to find photo materials that match well and have a sense of story.
Normally, for this kind of draft, you have to find a model and set up a scene for shooting.
And now we are very pressed for time..."
"There is a compromise solution, which is to find a specific intentional element or a scene with tension in the three manuscripts.
If there are no specific characters or big scenes, I can just use props to shoot them here.
For example, for the old man's picture, I used a broken reading glasses, placed it on an old table, and then added copywriting.
The child's picture shows a shabby pencil case and a broken pencil, showing that he is a primary school student with poor conditions.
The scene of the unemployed youth is a pair of well-polished leather shoes in the corner of a dilapidated rental house..."
Xu Chen listened quietly, but his face showed joy.
She is indeed my favorite "Teacher Amy", and her professionalism is truly impeccable.
After Sun Amy finished speaking her thoughts, she felt a little worried when she saw that Xu Chen had no feedback:
"What do you think, Teacher Xu Chen? Can this... be done?"
Xu Chen smiled and said:
"Yes! Of course I can!
I just thought about it, and this picture plan is very good.
Not only is it much easier to execute, but the simpler the picture, the easier it is to create tension in the picture. ”
Amy Sun: “That’s great, I’ll do it right away.
A few props are easy to get, I can just buy them downstairs...
You can take pictures with a simple light set up at home. As for backgrounds such as tables, these picture materials are easy to find! ”
Xu Chen: "Do you need a shooting budget?"
Amy Sun: “No need!”
Xu Chen couldn't help but said: "Teacher Amy, you are awesome!"
On the phone, Amy Sun was a little embarrassed:
"The main reason is that the creativity of this set of manuscripts is so good that I feel it is a pity that I cannot produce it."
Xu Chen: "I'm going to Yangcheng on a business trip next Tuesday, and I'll treat you to dinner then!"
He hesitated for a moment and did not immediately mention inviting Sun Amy to propose a proposal to the Jiaduobao Group.
Amy Sun: "Okay!"
Xu Chen: "I may have a small favor to ask you for tomorrow. The simpler one is that I have a PPT and need help beautifying one or two pictures."
Amy Sun: "Okay, just throw it to me when you have the need. I love working on projects with Teacher Xu Chen."
……
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When I returned to the dormitory in the evening, it was already past eleven o'clock.
The lights have been turned off, but the three people in the dormitory are still awake. They each turn on their desk lamps and are busy working on the computer.
Xu Chen said:
"Is it so hard? Are you trying to cheat?"
Chen Wenyi said:
"We are all working on articles for an advertising competition. The deadline is coming soon, and we are all ready to give it a try!"
Xu Chen smiled and nodded, actually feeling some approval in his heart.
These roommates are all working very hard.
"Brother Xueba" Jiao Tianbo turned his head: "Xu Chen, didn't you say you wanted to participate before?"
Xu Chen: "I'm participating. I'll finish the manuscript tomorrow and submit it just in time."
Jiao Tianbo nodded: "When we all hand in the manuscripts, we can communicate and learn from each other."
Xu Chen smiled: "Okay, no problem!"
There will be something going on during the day tomorrow, so the update may be a little late.
(End of chapter)