Chapter 292 Another sure thing
Noon, Dongchen Advertising Office.
During the conference call with Director Li Yue...
Xie Bingran designated "Dongchen Advertising" as a partner in business cooperation. Director Li Yue clearly expressed embarrassment on the phone.
Xu Chen remained silent for the time being, waiting for Li Yue to finish what he needed to say.
"Director An and I have already negotiated this cooperation with the brand, and the costs and specific terms of the cooperation have been clearly discussed...
Even at the competition in Osaka, car brands came to watch the competition. Xie Bingran's endorsement fee went up a bit, but she didn't say much and agreed anyway.
The main reason is to fancy Xie Bingran’s commercial value..."
"But now Xie Bingran has designated Dongchen Advertising as a partner. This is indeed a bit unreasonable. It has made Director An and I very passive.
You met Director Anjin Xiongan in Osaka last time, and he was still a little angry. ”
"The main problem is that this time we are negotiating cooperation with a foreign car brand. They already have long-term advertising companies, and they are not so willing to temporarily appoint an advertising company..."
Li Yue mixed a lot of emotions on the phone, which made Xu Chen a little bored.
Xu Chen still interrupted:
"Director Li, have you communicated with the brand? What is their feedback?"
Li Yue: "Of course we have communicated with each other, but the brand was still very resistant at first.
But Director An and I have had two more rounds of communication with their senior leaders in China, and are now willing to listen to Dongchen Advertising’s proposal.
But if the proposal is not satisfactory, and Xie Bingran still insists on Dongchen Advertising as a partner, then they will give up the cooperation..."
Li Yue kept talking, but Xu Chen already roughly knew what was going on.
Xie Bingran did not discuss this matter with Xu Chen in advance, but of course she did it for Xu Chen's good.
For Xu Chen's "Dongchen Advertising", being able to accept advertisements for car brands is indeed a major breakthrough.
Advertising sheets from car companies are still very scarce in the industry.
Several major automobile OEMs basically cooperate with large international 4A advertising companies, and generally have long-term cooperative advertising companies.
Being able to obtain advertising lists from automobile manufacturers in China is in itself a certification of the company's strength.
Apart from business matters, Xu Chen still had some selfish feelings towards Xie Bingran.
Xu Chen was not confident about handing over Xie Bingran-related advertisements to other advertising companies.
The world is a huge grassroots team.
Xu Chen worked in the advertising industry for several years in his previous life and knew that even the so-called big international 4A companies often make mistakes without paying attention.
It was 2006, and only three years ago in 2003, Toyota's "Domineering" advertisement in China almost wiped out the entire car series.
After that, the name of the car series "Ba Dao" disappeared directly and was replaced by the transliterated "Prado".
Xu Chen doesn't care about the client's business, but he cares about Xie Bingran's reputation.
Various celebrities who have lost their homes because of advertising and commercial activities will appear every once in a while. Especially cooperation with foreign brands requires more attention in terms of content.
Xu Chen thought for a while, then interrupted a long section of Li Yue's "emotional catharsis" and said:
"Director Li, what did you and Director An think about?"
Li Yue paused and said:
"I'm here to discuss it with you.
You are very familiar with Xie Bingran, and she seems to listen to you.
Teacher Xu Chen, could you please communicate with Xie Bingran? It’s not necessary to cooperate with Dongchen Advertising...
If this car brand cooperation is done this time, when other brands come to us in the future, will they all have to specify Dongchen Advertising?
This will block a lot of business cooperation for Xie Bingran! ”
As soon as he finished speaking, he realized that he was a little offended and said again:
"Of course, I don't mean that Dongchen Advertising is not strong. The main reason is that many brands, especially big foreign brands, have long-term cooperation with advertising companies, and they are all international 4A advertising companies.
People are not willing to use domestic advertising companies to serve...
We're stuck here and can't talk any more.
Just like the car brands this time, they must still ensure the quality of advertising, and will not let the designated domestic advertising companies do it in order to sign Xie Bingran..."
Xu Chen understood, but didn't say anything in a hurry.
Li Yue paused for a moment, smiled and said:
“Of course, Mr. Xu Chen’s Dongchen advertisement can also participate in this project.
Like Jiaduobao's cooperation, Dongchen Advertising also played a role in matchmaking...
Director An has also communicated with the car brand, and he can spend 100,000 yuan in the endorsement fee to pay Dongchen Advertising separately as Dongchen Advertising's fee for assisting in signing the contract. ”
Xu Chen was speechless.
This is because he thought that his Dongchen Advertising was trying to "make money" by relying on his personal relationship with Xie Bingran, so he gave up Dongchen Advertising for 100,000 yuan.
Xu Chen remained calm and said in a gentle tone:
"Director Li, don't worry.
Didn’t the brand side say that you can listen to Dongchen Advertising’s plan first? ”
Li Yue: "I say that, but in fact I am politely rejecting this cooperation.
The leader of the other party made it very clear that they have their own advertising company, which is an international 4A.
They said they wanted to hear about Dongchen Advertising’s plan because Director An and I went to communicate for two more rounds and talked to us about it.
Teacher Xu Chen, don’t go through all this trouble in vain.
In the end, he still had to convince Xie Bingran to agree to sign the contract. ”
Xu Chen thought for a while and said:
"Director Li, please help make an appointment with the brand customer. I will go and have a chat first, and then prepare a proposal."
Li Yue: "..."
He had no words, and silence represented his attitude.
Xu Chen smiled:
"Don't worry, Director Li, I won't let you throw away this list.
I will prepare a proposal, and if the other party agrees, then I will sign Xie Bingran’s endorsement and Dongchen Advertising’s cooperation.
If the other party does not agree, I will persuade Xie Bingran to agree to the endorsement contract even if Dongchen Advertising does not participate. ”
Li Yue on the other end of the phone seemed stunned, and then said with a smile:
"Teacher Xu Chen, then I trust you!"
Xu Chen said with a smile: "I promised Director Li to get Xie Bingran to be an endorser, haven't I already done it?"
Li Yue: "If you say that...then I believe you!
I'll go and communicate with the brand first. ”
Xu Chen: "Which brand is the other party? What advertising needs to be done?"
Li Yue: "Off-road vehicle brand, Jeep.
They plan to sign two spokespersons, one of whom is Xie Bingran.
It is an annual brand promotion, and it is also the most important promotion they have done in the country in recent years. ”
Xu Chen was still a little surprised, but after thinking about it, it seemed reasonable.
A male off-road vehicle brand, in fact, with the cool and cool Bing Ge, you can still come up with some wonderful things...
Xu Chen: "May I ask, what is the budget for this advertising project?"
Li Yue: "I really don't know about this. We originally only cooperated with athletes for endorsements.
As for cooperation in advertising production, you have to discuss it specifically with the brand. ”
Xu Chen: "Okay, I understand."
Li Yue: "Then I'll make an appointment with the brand first. I'll probably get a reply today."
Xu Chen: "Thank you, Director Li!"
……
After hanging up the phone, Xu Chen turned on his computer and searched for Jeep's domestic advertising in recent years. After looking around, he felt confident.
As a reborn former advertiser, I happen to know a “standard answer” to Jeep’s brand advertising.
"Not all Jeeps are called Jeeps..."
This advertising slogan of the year had the same formula as a certain Su's milk sentence, but it caused widespread dissemination.
At the same time, in terms of advertising strategy, this sentence really expresses the brand value of Jeep.
There are also several commercials included in the package.
Even if Xu Chen couldn't "memorize" them all, he still had an inseparable impression in his mind.
At least at the level of advertising strategy and core copywriting, nothing can go wrong.
In this way, the proposal for this project is basically a sure thing.
……
……
Check out the 16-9 book bar and see the correct version!
During class in the afternoon, Xu Chen received a reply from Director Li Yue:
[Teacher Xu Chen, the Jeep brand has communicated well. Their marketing and brand teams are all in Shanghai.
On the morning of this Friday, you can have a general communication with Dongchen Advertising. 】
[Okay, thank you, Director Li Yue! Just give me the other party's contact person, and I'll make an appointment! 】
……
Xu Chen thought for a while and realized that this was just right.
Amy Sun will join the company tomorrow, Thursday, so when I go to visit Jeep customers on Friday, I can bring Amy Sun along with me, and it will look like a team and a serious company.
In fact, it was a bit weird that Dongchen Advertising originally had only one polished commander: himself.
……
……
At five o'clock, after the boring advanced mathematics get out of class, several boys made an appointment to go to dinner.
"Let's go, Boss Xu!" Hong Xiaoqiang, who was in the same dormitory, said.
Xu Chen smiled and said: "I have an appointment, you go and eat!"
Hong Xiaoqiang: "Boys or girls?"
Xu Chen: “Girl, let’s talk about serious things!”
……
Miyun Road, a tea restaurant.
Xu Chen walked into O'clock and saw Gu Xinxin by the window from a distance.
Her face is round and has some baby fat, which is somewhat similar to Sun Amy.
Gu Xinxin stood up with a smile: "Teacher Xiao Xu..."
Xu Chen walked over quickly: "Have you been waiting for a long time?"
Gu Xinxin smiled: "We just arrived!"
Guo Liang had already talked with his young apprentice about joining "Dongchen Advertising". This time Xu Chen invited Gu Xinxin over just to have a chat in person.
After asking Gu Xinxin if she had any taboos, Xu Chen ordered some food.
The two were polite for a while, and Gu Xinxin expressed her gratitude to Xu Chen for the "Fu Yanjie" project.
At present, the commercial "Wash for Health" has been put into trial operation, and has received very good promotion results in several cities where it has been promoted.
When the feedback from this trial launch is collected, the promotion budget of tens of millions will be spent...
While the two of them were eating, Xu Chen got to the point.
Guo Liang had already discussed the cause of the matter with Gu Xinxin. Xu Chen still briefly talked about the projects at hand, future prospects, and drew some big pictures.
The main ones are the ongoing Jiaduobao, Kunlunshan, and Chenfeng electric vehicle projects, as well as the car brands under negotiation.
Gu Xinxin was still a little surprised when she heard that there were customers talking about cars.
She also knows very well in the field of marketing that it is not easy to get advertising orders in the automobile industry these days.
Especially for mid-to-high-end foreign-invested and joint-venture car brands, and ordinary small advertising companies, they don't even have the opportunity to participate in pitches, and they won't receive invitations at all.
Gu Xinxin was a little surprised that Dongchen Advertising was "under negotiation."
But the little girl remained calm and did not deliberately show surprise or surprise.
……
After the meal, Xu Chen took Gu Xinxin to visit the office in Tonghai Business Building.
"Besides me, there are currently two colleagues.
There is a designer who will start working tomorrow...
In addition, Guo Liang should have told you that we still have a parent company in Tiancheng. For the current financial, administrative, and human resources functions, we should first borrow resources from there. ”
Gu Xinxin nodded.
She looked at the nameplate on the work station and showed a hint of doubt:
"Amy Sun? It can't be Amy from Heijue Marketing, right?"
Xu Chen smiled: "That's her!"
Gu Xinxin finally could not hide her surprise:
"I actually dug her here. Teacher Xu Chen, you are so awesome!"
Xu Chen smiled: "Do you know Sun Amy?"
Gu Xinxin: “Our company’s two previous projects were both cooperated with Heijue Marketing.
Amy Sun took over from me. I think she is a very capable designer! ”
She thought for a while:
"She should have participated in Fu Yanjie's production, so Teacher Xu Chen recruited her through this project?"
Xu Chen: “It’s indeed Fu Yanjie’s project where we met.
She was also willing to come here because she was interested in the projects of Jiaduobao, Kunlun Mountain, and Chenfeng Electric Vehicle, as well as the future potential of Dongchen Advertising. ”
Xu Chen smiled:
"Of course, I also gave Teacher Amy a 30% salary increase.
If you are willing to come over, the same thing..."
Gu Xinxin smiled and said:
"My master talked to me and said that there is a technology company that makes electric vehicles in Tiancheng, and the future prospects are predictable.
Although there are only two or three people in Dongchen Advertising, I would not treat it as a small company.
Also...
After cooperating with Fu Yanjie on the project, I also know Teacher Xu Chen’s ability, and I think there will definitely be more and more projects in the future. ”
Xu Chen laughed, but he already felt confident.
Gu Xinxin looked at the nameplate on Fang Jun's table again and asked:
"Fang Jun, is this the sister who came with Teacher Xu Chen when we made the proposal last time?"
Xu Chen: "Yes! Teacher Fang Jun is currently mainly at Morrowind Technology."
He thought for a while and said:
"Sun Amy and I will go back to Tiancheng during the National Day.
Morrowind Technology's first product will be prototyped soon. We went back to take a look at it, do some market research, and then shoot a set of advertising materials.
If you are free and willing, you can come along.
Also meet your Master Guo Liang! ”
Gu Xinxin looked excited: "Really?"
(End of chapter)