Chapter 273 She is called Bing
After the product name and advertising slogan were reported, the proposal was actually passed.
Nie Fei had previously said when raising the demand that the core this time was still the product name and slogan. As for whether to hire a spokesperson, it was actually still under consideration.
The overall project promotion budget is limited, and spending a lot of money on spokespersons means squeezing other market budgets.
The reason why advertising companies are asked to submit spokespersons is because this is a brand new brand, and using celebrity endorsements for promotion can quickly increase its popularity.
……
For Xu Chen, the "spokesperson" is the most important content of this report.
After all, when he guided and hinted at Nie Fei's internal promotion of the "Kunlun Mountain" project from the very beginning, he had considered helping Xie Bingran pull an endorsement advertisement.
At that time, Xie Bingran's financial situation was not good, and she had not yet received the nearly 300,000 yuan in competition bonuses. Xu Chen wanted to help her make some money quickly, so he found a way to promote this project.
……
Xu Chen did not rush to start the report, but asked first:
"It's convenient for me to ask, do we have any current spokespersons that we prefer, or have other advertising companies submitted recommendations that they think are suitable spokespersons?"
Nie Fei did not answer directly, but turned to look at Chen Jinru first.
Chen Jinru nodded towards her, meaning "you can say".
Nie Fei then said:
"We currently do not have a particularly preferred spokesperson program.
Among the plans submitted by advertising companies, the more suitable ones are male celebrities with relatively "high-end" associations.
Including actor Chen Daoming, entrepreneur Wang Shi, director Zhang Yimou..."
Xu Chen thought for a while and nodded slightly.
Chen Jinru said:
"These candidates can still bring out the association of 'high-end' and 'high-quality'..."
He looked at Xu Chen: "What do you think, Mr. Xu?"
Xu Chen did not answer directly, but said:
“At present, domestic high-end water and imported water brands, such as Evian and Perrier...
Although the prices are very expensive, the real consumers are not entrepreneurs and high-net-worth individuals, but rather young people and the middle class. ”
Chen Jinru thought for a while: "What does Mr. Xu mean?"
Xu Chen: “Our product positioning is ‘high-end mineral water’, but in fact our target consumers are still popular.
They are middle-class consumers who pursue a higher quality of life...
Rather than some truly high-net-worth individuals, that is, ‘rich people’. Of course they are also important, but selling only to them will make the market plate of Kunlun Mountain very small. ”
He paused and continued:
“While choosing spokespersons like Chen Daoming, Wang Shi, and Zhang Yimou can enhance the high-end image of the brand, they cannot reach the core target consumers.
That is, the audience with middle income who pursues a relatively high-quality life..."
He thought for a while and explained:
"Let's explain it this way:
Chen Daoming, Wang Shi, and Zhang Yimou are all suitable for advertising endorsements of automobiles, such as medium and large SUVs or mid-level cars.
But how many cars are sold in a year? How many target consumers are there?
But if our mineral water is sold to this group of people, can Kunlun's annual sales reach 10 million?
There is a more important question.
Many young middle-class and white-collar workers, especially girls, may have had the opportunity to become the consumer group of "Kunlun Mountain", but after seeing the endorsements of Chen Daoming and Wang Shi, they may not be interested at all..."
Chen Jinru smoked a cigarette but nodded seriously.
It was obvious that he had listened.
Xu Chen continued:
“It is indeed difficult to choose the spokesperson for Kunlun Mountain Snow Mountain Mineral Water.
It needs to have high-end associations and brand tone, and it is best to be associated with aquatic products.
It can radiate to as wide a group of people as possible, especially the core target consumers.
It is best to be able to reflect that Kunlun Mountain is a ‘new’ brand association...”
Xu Chen paused and flipped through the PPT.
On the projection screen, a promotional video started playing directly.
Naturally, this promotional video belongs to Xie Bingran.
……
The latest National Games champion, the latest national record breaker, breaking the 13-year-old record.
The peak performance of the Asian women's 100-meter hurdles has reached the level of Asian Games medals.
At the age of seventeen, he easily crossed the Olympic qualifying line...
The first domestic women’s short track team.
He is also the short track athlete who has the best chance of hitting the Asian Games record and entering the Olympic finals in the past fifteen years.
……
This promotional video was produced under the supervision of Xu Chen when Tiancheng held a celebration banquet.
Specially edited footage from CCTV recordings, comments from the national team's track and field head coach, etc.
In the promotional video, Xie Bingran's shots were naturally carefully selected to ensure that her "male and female killing" image is perfectly displayed.
……
……
The promotional video is not long, less than five minutes in total.
At the bottom is a line of copywriting:
[The peak strength of domestic short track competition, a dark horse from the sky in the future international competition]
Below, there are several keywords listed:
"Peak, potential, health, appearance, fans, topics, Olympics..."
Of course, the most important thing is the three words "Xie Bingran".
……
Sun Amy sat next to Xu Chen, looking up and watching the promotional video, a little stunned.
She is not someone who pays attention to or loves sports, but she was obviously a little shocked when she saw Brother Bing in the video.
Nie Fei shook his hands, but there was an unnoticeable look of excitement in his eyes.
She is the brand director of Nike Greater China. Although she has been away from sports brands for some years, she still has some affection for sports and the track.
And those emotions seemed to be awakened at this moment... Chen Jinru took a puff of cigarette and whispered:
"Athletes, champions... this direction is indeed not considered.
I was looking for celebrities before! ”
Xu Chen saw that the atmosphere at the scene was suitable and did not give "Mr. Chen" time to dwell on the negative factors. He pursued the victory and said:
"We are high-end mineral water, and the core user interests behind it are better water and higher quality of life!
Athletes, national champions, Asian champions... This is a clear proof of the quality of life and physical fitness.
No endorsement can better represent the health and status that Kunlun Mountain Snow Mountain Mineral Water can bring to consumers than this endorsement! ”
"Kunlun Snow Mountain mineral water is taken from an altitude of 6,000 meters. This is synonymous with high-end and peak.
National champion, national record breaker, future Asian Games champion...
Nothing can better demonstrate the pinnacle, height, and high-end than this! ”
"Kunlun Mountain is a brand new brand that was launched in 2006 and is bound to occupy the top spot in the country's high-end drinking water market.
Xie Bingran was at her peak when she debuted in 2006. At the age of seventeen, she broke the national record that had been held for thirteen years. Her future is limitless! ”
"The mineral water from the top of the ice and snow, the ice-cold and powerful girl...
Check out the 16-9 book bar and see the correct version!
And it just so happened that she was originally called "Bing". ”
……
……
What needs to be conveyed has been conveyed.
This render has been rendered.
Xu Chen said no more and slowly sat back.
Sun Amy was stunned for a moment, then turned to look at Xu Chen with a look of admiration.
She has not been in the industry for a long time, but she has also participated in many project reports and proposals.
This was the first time she had seen such a "handsome" proposal site...
No wonder Renhe’s project can crush Heijue.
No wonder he was able to make Wang Laoshun's case.
No wonder Jiaduobao would rather wait an extra month before listening to his plan.
……
……
Chen Jinru was silent for a while, then turned to look at Nie Fei:
"Mr. Nie, I usually don't pay much attention to sports. Have you heard of Xie Bingran?"
Nie Fei: “I have been away from the sports circle for a while, and I really don’t pay much attention to it.
However, Xie Bingran has only participated in the National Games so far. Judging from the popularity of sports stars, she has not yet reached the peak of her reputation.
After the Asian Games at the end of the year, if Xie Bingran can win the championship in Asia, he will become a nationally famous sports star.
If she can make it to the Olympics, she will also create history for the yellow race..."
She looked up again and looked at the name "Xie Bingran" on the projection, and said with a smile:
"This little girl has a very good image and temperament. She will become very famous, with many fans, discussion and attention!"
Chen Jinru put out the cigarette in his hand and suddenly stood up.
He paced and thought for a while, then said to himself in a deep voice:
"Champion, peak... there is also the word 'ice'!
Athletes, good physical fitness, healthy..."
Chen Jinru looked up at Xu Chen and said with a smile:
"Mr. Xu, great! It's really good!"
Nie Fei looked at Xu Chen and said:
"As expected of Teacher Xu Chen, his actions are extraordinary!"
Chen Jinru took another cigarette:
"Besides, she should be cheaper than Chen Daoming and Zhang Yimou, right?"
Nie Fei: "It's really not necessarily the case. The fees for national team stars are close to those of first-line stars."
Xu Chen said with a smile:
"So if you want to sign, you need to hurry up..."
Chen Jinru thought again:
"According to what Mr. Nie just said, there should be opportunities before the Asian Games at the end of the year.
Then I have another concern..."
Xu Chen didn't speak, waiting for Chen Jinru to finish.
Chen Jinru: "I'm worried that her results will be short-lived?
Can he come back with an Asian Games title?
If the Asian Games championship and runner-up are basically guaranteed, then we don’t have to hesitate at all and sign people up quickly now. ”
Xu Chen smiled. What he was least worried about was Xie Bingran's grades.
"Next week, there will be a match between Xie Bingran in Osaka. Mr. Chen and Sister Fei can pay attention to it."
He thought for a while and added:
"In addition, a leader of the General Administration of Sport who is responsible for business docking will be in Osaka next week. If necessary, we can negotiate first."
Chen Jinru blinked and seemed to smell something else:
"Mr. Xu, here with Xie Bingran and the leaders of the General Administration of Sports..."
Xu Chen: “I have a very good personal relationship with Xie Bingran, and I also happen to know the leader of the General Administration of Sports in charge of athlete business.”
Chen Jinru seemed to suddenly have some "inexplicable" interest, and whispered:
"In that case, is there any opportunity to discuss cooperation with this leader personally and privately?"
Xu Chen was stunned for a moment, but deliberately pretended not to understand:
"I can help introduce..."
at the same time.
Xu Chen also made a judgment in his mind. It seemed that Chen Jinru had something to do with the secret and disgraceful private operation between Jiaduobao and Guangyao.
……
(End of chapter)