Where did Chapter 306 come from?
Liu Wenqin's report was obviously well received.
In the eyes of outsiders, Xu Chen, who followed closely behind to report, must be under a lot of pressure.
After all, Liu Wenqin has already "preempted others" and seized the psychological recognition of customers.
When Liu Wenqin's plan cannot find any "big problems", it will be extremely difficult to completely change the judgment and preferences of customers.
This is also the weakness of reporting later.
……
Pang Ming and He Dachang looked at each other, obviously worried about Dongchen Advertising's plan.
After all, BBDO Tianlian has come up with such a "reliable" thing...
Especially He Dachang still felt some regret in his heart.
He was not regretting Dongchen Advertising, but regretting not being able to sign Xie Bingran.
Dongchen Advertising couldn't win the pitch today, which means it can't promote the signing of Xie Bingran.
He Dachang was very concerned about finding Xie Bingran as an endorsement.
The most important thing is to value the potential of Xie Bingran's commercial value, and in previous user surveys, Xie Bingran's customer base preference is also very high.
It is a pity that Jeep cannot use this cold and charming spokesperson for this wave of promotion...
After Liu Wenqin sat down, several subordinates next to him came over with smiles and whispered, mostly flattering words such as "Congratulations, boss".
Amy Sun adjusted her round-rimmed glasses and looked up at her boss, with obvious worry on her face.
……
Xu Chen stood up without any hesitation.
He took the page-turning controller and spoke slowly:
“Thank you, Mr. Vincent, for allowing us juniors in the advertising industry to learn a lot!”
The opening is a few useless "flattery" words, the purpose is to take over the previous emotions and create a buffer and transition.
"'Off-road, more life'...
It is indeed a very subtle advertising slogan, and as a practitioner in the advertising industry, I have to like it.
If I were to make a choice, I would choose this slogan without hesitation. ”
Pang Ming and He Dachang looked at each other with a hint of surprise on their faces. Wasn't this just "surrender"?
Liu Wenqin was stunned for a moment, but showed a hint of disdain. He probably felt that the young man in front of him was too spineless.
Sun Amy felt that the words were wrong, couldn't help feeling embarrassed, and lowered her head slightly.
Xu Chen's expression remained as usual, but the conversation suddenly changed:
"It's a pity that it's not me who makes the final choice..."
He looked at Pang Ming and He Dachang in front of him again:
“Actually, it’s not Leo and Andy from the brand side.
The final choice is always made by the real consumer. ”
He paused for a moment and then said:
“Advertising slogans are ultimately meant to communicate with consumers, and our consumers need to be able to understand them as soon as possible.
And instantly capture the value of the brand and product..."
“General Vincent said it very well in his report just now. Our target group is middle-aged men with successful careers.
But have you ever really seen what the most typical and largest number of "middle-aged men with successful careers" in mainland China and China look like? ”
“The so-called ‘middle-aged men with successful careers’ in mainland China are concentrated in the late 1960s and 1970s. They belong to the generation that got rich first after the reform and opening up.
In fact, there was a saying back then that said, ‘Tsinghua University and Peking University are not as bold as those of Tsinghua University! ’”
"We are in Shanghai, and we have all gone to very good universities, and we are even returnees studying abroad, high-end people from Hong Kong and Macao...
We stay in high-end office buildings, and the "middle-aged men with successful careers" we may usually come into contact with are more elite gold-collar workers like Mr. Leo and Mr. Andy.
But...
How many such people are there in the country and on the mainland?
And our largest and most core target users, the so-called "middle-aged men with successful careers" in China, may not even have gone to college.
Perhaps in the eyes of the elite, they are just a group of ‘local bosses’ who graduated from technical secondary schools and middle schools.
But I have stepped on the dividends of the times, and I dare to venture and work hard, and I am brave and diligent...
Just make money!
Even if you can buy a car worth hundreds of thousands, you can even buy a purely imported Grand Cherokee!
I just love big cars! I also need to drive a big car to construction sites and projects!
Just want to save face! Just want to be a big brother! ”
Xu Chen paused again and said:
"With such a group of target users, we communicate with them about life and the spiritual core of off-roading in our advertising slogans...
Does it really make sense?
Maybe, they just want us to tell him:
Why should I buy a Jeep?
How is Jeep better than other off-road vehicles? ”
"Let me ask...
Can the advertising slogan "Off-road, more life" answer these two questions of theirs? ”
After the words fell, the scene fell into silence.
Xu Chen also paused deliberately, picked up the water on the table and took a sip.
Pang Ming and He Dachang looked at each other and became very interested.
What Xu Chen just said was equivalent to overturning Liu Wenqin's proposal in an instant.
This is naturally Xu Chen's proposal pitch strategy.
Liu Wenqin had the advantage of "first impression", and Xu Chen needed to eliminate this advantage as soon as he came up.
At least let the client feel that Liu Wenqin's plan is not perfect and has weaknesses and can be questioned. Only then will Xu Chen's proposal be accepted.
The most important thing is that what Xu Chen just said makes sense, especially the last few sentences...
Advertising must ultimately point to “sales”.
If it cannot bring sales, no matter how subtle the slogan is or how beautiful the video is, it will have no meaning.
In fact, the Jeep brand has also conducted user research.
As Xu Chen said, those who can and are likely to buy a "Grand Cherokee" are the so-called "local bosses."
As for the real so-called "urban elite gold-collar workers", in the early 2000s, they were still only a minority in mainland China.
Of course, all of this will have to be verified after the product is launched.
But the overall user base of the mainland off-road vehicle market is indeed what Xu Chen said.
Facing users’ core questions:
“Why should I buy a Jeep?
How is Jeep better than other off-road vehicles? ”……
It seems that the advertising slogan "Off-road, more life" cannot be answered directly.
And for that group of target users, it is indeed a bit "clouded and unclear".
……
Liu Wenqin remained silent and his face became a little ugly.
He also didn't expect that when Xu Chen started to propose, he would first hammer out his "proud plan" just now.
The key is that they were all hit on the seven-inch mark, leaving Liu Wenqin speechless.
In fact, these foreign creatives from Hong Kong and Bay Islands do know very little about domestic consumers, and they often make things that are too far away from the level of consumer awareness...
Liu Wenqin remained silent, but he was also thinking about his rebuttal.
……
Sun Amy turned to look at Xu Chen, with little stars twinkling in her round eyes.
Boss, you are so handsome!
I just felt like the other party's plan was about to be passed. With these few words of effort, you have made the other party worthless? !
The key point is that what you said makes sense!
……
……
At this moment, Liu Wenqin finally frowned and said:
"What Teacher Xu Chen said makes sense!
But...
After all, advertising is three-dimensional. Our slogans and commercials are "high-altitude publicity" and must have some height and style.
As for the words to persuade users to buy, it is more on the sales side! ”
Xu Chen looked as usual and explained:
“Vincent always said it well, advertising is three-dimensional.
But no matter how it is spread three-dimensionally, the most important, core, and most exposed sentence by users is still the slogan.
So in this advertising slogan, why do we waste communication opportunities by not telling users what they care about most and answering their questions head-on?
At the same time, we answer the questions that users are most concerned about and tell them why they should buy a Jeep and why it is better than other cars...
It does not mean that it will definitely lower the height and style.
In my opinion, you can have both.
In addition, height and style depend more on commercials and spokespersons, which is also the core purpose of hiring spokespersons.
The advertising slogan needs to be more universal.
It must not only be high-level, but also be able to solve communication problems on the sales side.
A good advertising slogan can be used in commercials and can also be used by salespeople when selling cars!
To give an extreme scenario, the salesperson in our 4S store recommends a car model to a customer and then tells him:
You should buy a Jeep because ‘off-roading means more life’...
Isn't this embarrassing? ”
After saying this, Pang Ming and He Dachang couldn't help but smile.
But Liu Wenqin's always calm and gentle face finally became obviously ugly.
He still forced himself to put on a smile:
"Then I'm really looking forward to Teacher Xu Chen's slogan.
It must have height and style, as well as a tone that sells to users...
It's really hard for me to imagine that there would be such an advertising slogan. ”
……
Seeing that the scene was a bit explosive, brand manager Yan Chuan quickly came out and laughed, saying with a smile:
"I'm pressed for time, so I'll put the Q&A and discussion later. Let's listen to Teacher Xu Chen's report first!"
……
... At this point, Liu Wenqin's previous plan to "seize the initiative" has basically torn out the weaknesses and doubts.
At the same time, some of the most critical preparations were made for Xu Chen's next plan.
Xu Chen flipped through the PPT again and continued:
"I just talked about a scenario where a user goes to a 4S store to look at a car...
in the country, buying a car worth RMB 4,500,000 to RMB 5,000,000 or RMB 5,000,600, is a big consumption item after all.
Users will definitely not only look at one car...
When consumers enter a Jeep 4S store to see the Grand Cherokee, they must have other models in mind for comparison.
Pajero, Tucson, Prado, CR-V, Touareg...
So the question remains, from low-end to high-end, from hundreds of thousands to millions, there are so many off-road models, why choose Jeep? ”
"The core strategy of Dongchen Advertising is to give a powerful answer to this question..."
"What is an off-road vehicle?
In the mainland market, off-road vehicles were actually called off-road vehicles later. They were originally called jeeps.
And where did the jeep come from?
Check out the 16-9 book bar and see the correct version!
I think Mr. Leo and Mr. Andy should know best!
The name Jeep comes from the fact that the first off-road vehicle to enter the mainland was Jeep!
We can even say that domestic off-road models were first defined by Jeep.
It started during World War II and was introduced to the mainland market in the 1980s.
With the flames of war and glory, this is JEEP.
Jeep is one of the first car companies to enter the country, and the Grand Cherokee is also the first car produced by a joint venture.
And Jeep is the starting point of Jeep, also known as off-road vehicle, in the mainland market.
A sign of the times.
We have such brand glory, why not communicate with customers?
We have such a great brand story, why don’t we tell it to our customers? ”
“In 2006, the Grand Cherokee entered the domestic market as a fully imported product.
Our goal is undoubtedly the No. 1 ranking of large, all-around SUVs! ”
Xu Chen paused for a moment.
Similarly, let the audience digest and accept the persuasive logic just mentioned.
Obviously, Pang Ming and He Dachang, the two client bosses, were a little moved when they heard "the first pick".
Xu Chen continued:
"Back to the original question...
When users start to choose a car and face a bunch of off-road models on the market, why should they choose Jeep?
We need to tell the user:
Although there are many off-road vehicles, Jeep is unique.
In a certain sense, off-road is Jeep, and Jeep is Jeep.
Jeep is the originator and symbol.
It has the purest bloodline.
It ushered in the era of Jeep and it is a legend!
And now, this era and legend are making a comeback in 2006! ”
Xu Chen paused for a moment and flipped through the PPT.
Above the projection, several lines of text appeared:
【Not all experiences are called legends】
【Not all disruption is called creation】
【Not all time is called era】
【Because...】
【Not all Jeeps are called Jeep】
……
……
The text changes, and the above lines gradually disappear, leaving only the last sentence:
【Not all Jeeps are called Jeep】
Xu Chen said:
"This is the slogan of Dongchen Advertising:
Not all Jeeps are called Jeeps. ”
“We are unique, we are pure.
We were once in an era, and we are going to create the next era!
If someone asks you, there are so many off-road vehicles and Jeeps, why should you choose Jeep?
You can tell him proudly:
because.
Not all Jeeps are called Jeeps! ”
……
……
Xu Chen's report was over. He picked up the water on the table and took a sip.
In the conference room, there was silence.
Pang Ming stared at the line of text on the screen with a somewhat moved expression.
He Dachang on the side was obviously a little excited, but he turned to look at his boss Pang Ming, suppressed his emotions and did not speak.
But he still looked up at Xu Chen with eager eyes.
Liu Wenqin's complexion has changed several times, and his brows are slightly furrowed at this moment, as if he is still thinking carefully.
The four subordinates behind him were all stunned.
Actually...
Can you still propose this way?
Actually, after defeating Vincent's general plan, he threw out such a powerful thing? !
【Not all experiences are called legends】
【Not all disruption is called creation】
【Not all time is called era】
【Because...】
【Not all Jeeps are called Jeep】
This is just like the previous "Teacher Xu Chen" foreshadowing, he is really high-level, stylish and powerful...
At the same time, the last slogan is enough to carry out the sales rhetoric for consumers to purchase.
The most important thing is that even a local boss who has not read many books can understand and understand such an "unknown and powerful" slogan.
In every sense, it is indeed much more convincing than "Exceeding Life".
This group of young advertising professionals, who have just entered the industry, was really eye-opening today.
They joined BBDO Tianlian with the filter of international 4A and the admiration of Bay Island creative people. They still have some contempt or even contempt for mainland advertisers and advertising companies...
But today, this "Eastern Advertising" whose name I had never heard of, this young creative director who didn't even look like he was twenty years old, actually made himself ashamed.
Not only was he eloquent, he also dispelled Vincent's "brilliant plan".
And he also came up with a very convincing and inspiring plan...
Where did this person come from? !
……
Amy Sun looked up at her boss, not knowing what to do for a moment.
Seeing that Xu Chen had just finished drinking the water, she quickly reached out to take it and helped him cover the lid carefully.
Teacher Amy thought to herself:
Joining Dongchen Advertising with Teacher Xu Chen may be the most correct decision in your life!
……
Seeing that no one responded, Xu Chen smiled and said:
"The first part, about basic advertising strategies and advertising slogans...
The above is the entire proposal content of Dongchen Advertising. ”
With that said, he sat back down "obediently".
……
Pang Ming was stunned, and seemed to be still thinking about it carefully.
He looked at He Dachang with a smile, and the two exchanged a wonderful look.
Everyone in the room was actually waiting for the two client bosses to speak, but they didn't seem to want to speak.
Pang Ming smiled and did not give any feedback on the report just now. Instead, he said to He Dachang on the side:
"Mr. Andy, is Xie Bingran's endorsement contract almost ready?
It’s better to contact Director An and Director Li quickly...
I think it’s better to push it down quickly and don’t waste any more time! ”
After the words fell, many people in the room were startled. They didn't know why the "big boss" suddenly mentioned the spokesperson.
He Dachang understood it instantly, smiled and said:
"Okay boss, I will clear this matter up after the meeting today."
Xie Bingran's endorsement, the previous "stuck point", was Dongchen Advertising.
And now, Pang Ming said that he would advance Xie Bingran's contract, which naturally meant that he had approved Dongchen Advertising's plan.
Liu Wenqin, as well as other colleagues from BBDO Tianlian Advertising, naturally gradually understood, and their faces were a little ugly.
Especially Vincent Liu Wenqin, who was still smiling deliberately, but his aura was obviously reduced by more than half.
Amy Sun adjusted her round-rimmed glasses and seemed to have realized what was happening. She looked at her boss with a surprised look on her face.
This is a bit incredible.
The proposal has only been reported halfway, and the subsequent commercials have not yet been submitted. Is this already decided? !
Xu Chen just smiled indifferently, as if he was expecting it.
……
Pang Ming looked happy and asked Xu Chen to turn back the PPT page and return to the parallel sentences.
He thought about it carefully, and it was obvious that he liked it more and more.
"Legend", "Creation", "Era"...
Xu Chen had many "bragging" reporting experiences with customers in his previous life. He naturally knew that almost no customers would dislike such high-end and atmospheric words.
Pang Ming coughed and said:
"Look, do you have any other questions or comments?
Anyway, I very much recognize, like, and agree with it! ”
Thanks to the boss of Sleeper0916!
(End of chapter)