Chapter 345: Figure it out
Dongchen Advertising, conference room.
Gu Xinxin opened the sent plan document on the big screen.
Xu Chen thought for a while and said:
"If I need to explain the plan orally later, Teacher Xinxin should do it!"
Gu Xinxin nodded in response.
After all, it was a serious phone call proposal, so I felt more at ease leaving it to Gu Xinxin who had work experience.
In this regard, Wu Feifei and Jiao Tianbo nodded, not having much objection.
Wu Feifei stared at the slogans on the screen and couldn't help but ask:
"Does Director Lou have preliminary feedback? Which sentence did they like?"
Jiao Tianbo: "I haven’t said anything about the photo...
But Director Lou said she wanted to chat on the phone and invited her leader over, which shows that she is still very interested in our plan. ”
Wu Feifei looked happy:
"Do you want to make a bet?"
Jiao Tianbo: "What are you betting on?"
Wu Feifei: “Let’s bet on whose slogan will be chosen!”
Jiao Tianbo straightened up, showing a touch of confidence:
"Okay!"
On the big screen, those four slogans were displayed.
[Spring scenery of Mingyue Mountain, intoxicating beauty and joy of spring]
【Livable Yichun】
[A year's plan in Yichun]
【A city called spring】
……
Xu Chen asked with a smile: "What do you do when you win, and what do you do when you lose?"
Jiao Tianbo frowned, seeming to be thinking seriously.
Wu Feifei said:
"Just use your boys' methods of reward and punishment. Whoever wins will be considered 'you are the best'!"
Xu Chen: "..."
Gu Xinxin: "??"
……
A few minutes later, the call came through.
As the liaison person for the project, Jiao Tianbo first introduced the people from Dongchen Advertising.
Director Lou Ting, who was opposite, also introduced the leaders attending the meeting.
In addition to Lou Ting's two colleagues from the Propaganda Department who attended the last meeting, there were indeed Secretary Ding Guoqiang from the Propaganda Department of Yichun City and Director He Jie from the Tourism Bureau.
The fact that the leaders of the two departments can come together to participate in this conference call shows that they value Dongchen Advertising's plan.
On the Dongchen Advertising side, the two leaders on the opposite side greeted each other politely.
Secretary Ding Guoqiang of the Propaganda Department added:
“Deputy Mayor Cheng, who led our project, also gave a lot of care and guidance...
Vice Mayor Cheng also read the slogans submitted by Dongchen Advertising and was quite interested, so he had today's phone call. ”
Xu Chen took over the conversation, still using the corresponding speaking skills within the system, and continued a little further:
"Thank you to Vice Mayor Cheng, Secretary Ding, Director He, and Director Lou for their trust. It is also a great honor for us to participate in Yichun City's publicity project..."
When the conversation got to the point, Director Lou took over:
"Mr. Xu, we have seen our plan here, and we still want to hear your proposal."
Xu Chen: "No problem, then our planning director Gu Xinxin will report to a few leaders."
Gu Xinxin cleared her throat and took over the conversation.
The plan itself was compiled by Teacher Xinxin, and the proposals came naturally.
Xu Chen listened silently and couldn't help but nod in his heart.
Indeed, I did not misjudge the person. Gu Xinxin’s overall quality and professionalism are still acceptable.
The proposal language and logic are clear, and the key points can be grasped without any stage fright.
In the future, some small projects can actually be left to Teacher Xinxin with confidence.
The proposal is not too complicated, just a strategy derivation and four advertising slogans.
After Gu Xinxin finished speaking, he waited for Director Lou's feedback.
There was a pause on the other end of the phone, and there seemed to be some soft discussion.
Jiao Tianbo cleared his throat and said:
"Director Lou, I can add a little bit more to the first promotional slogan we promote here..."
As he said this, he continued a long speech around his sentence "The spring scenery of Mingyue Mountain is intoxicating and beautiful."
Xu Chen just listened quietly and did not interrupt.
Wu Feifei seemed to find it funny and exchanged a look with Xu Chen.
After Jiao Tianbo had roughly finished speaking, Lou Ting on the other end of the phone said:
"Okay, thank you Tianbo for your addition!"
Jiao Tianbo: "Director Lou, please see if the leader has any questions or anything that can be discussed."
Lou Ting paused:
"Okay. Actually, we here want to discuss the last promotional slogan, what is your packaging idea..."
"..."
After the words fell, the atmosphere in the conference room became a little strange.
The last sentence is naturally Xu Chen's promotional slogan "Call Spring".
Jiao Tianbo frowned, showing an expression of incomprehension.
Wu Feifei looked at Xu Chen and showed an incredible but surprised smile.
I really didn't expect that the other party would be really interested in the slogan "Call Spring".
Xu Chen took over the conversation and said:
"Last time I communicated with Director Lou on the phone, we brought up our promotion problems in Yichun City...
The main thing is to solve a problem of ‘visibility’.
At present, few people outside Gan Province have heard of the word "Yichun".
In some investment promotion occasions, many companies and investors will ask where it is when they hear "Yichun".
If you come to invest and build a factory in a place you have never heard of, you will naturally have a little more worries..."
"So, in Dongchen Advertising's understanding, the promotion of Yichun City, Mingyue Mountain and tourism resources are still secondary...
The most important thing is to increase Yichun's popularity. ”
"The slogan 'Yichun, a city called spring' was created based on this focus.
Putting this sentence here, I actually don’t need to explain it too much.
Anyone who sees and hears this promotional slogan will be deeply impressed and will instantly remember the city of Yichun.
And this sentence itself has a strong topic and communication attribute. It does not require too much media investment, and it will naturally form spread and discussion.
It is equivalent to using a very small project budget to achieve the purpose of publicity..."
Xu Chen didn't elaborate too much, he just explained the core strategy a little bit.
What it points to is naturally the biggest “pain point” in publicity and promotion in Yichun City.
The other end of the phone paused for a moment, then Lou Ting said again:
"Thank you, Mr. Xu, for your explanation. Wait a moment, some of our leaders here need to discuss it.
I'll mute it first! ”
Xu Chen: "No problem, Director Lou."
……
There was no movement on the other side, it was probably Shizune who went to discuss it.
Xu Chen winked at Jiao Tianbo, and "Brother Xueba" understood instantly and muted the microphone.
Wu Feifei looked at Xu Chen and said with a smile:
“I really didn’t expect that they would be really interested in the phrase ‘called spring’!”
Jiao Tianbo frowned, rubbed his neck and said:
"What Xu Chen said makes sense, it is very eye-catching and impressive.
But after all, it is still too negative. If I were a leader, I would never choose this sentence. ”
His words are direct, and he is worthy of being a "student brother" with extremely low emotional intelligence.
Xu Chen: “This is the benefit of us being Party B.”
Wu Feifei: "What do you mean?"
Xu Chen: “We only need to provide options, and the decisions are made by Party A.
Of course, the consequences and risks are also borne by Party A. ”
He looked at Wu Feifei again and said:
"The main thing is that the phrase 'called spring' is too eye-catching.
If there is no such sentence, your two sentences should be the best solution. ”
Wu Feifei was stunned for a moment, then showed a confident and happy smile.
Jiao Tianbo frowned and looked a little ugly.
Xu Chen naturally said this deliberately.
First, it is still necessary to provide some emotional value to the "leader's daughter" to make her feel more involved.
Secondly, the blindly confident "student master" Jiao Tianbo really needs some blows.
……
After a full ten minutes, the other party finally finished the discussion.
Director Lou Ting said:
"Mr. Xu, let's discuss it together.
At present, what we prefer internally is two promotional slogans.
‘A year’s plan lies in Yichun’.
‘A city called spring’…”
After finishing his words, Xu Chen looked at Wu Feifei opposite with a smile.
Wu Feifei was stunned for a moment, then showed an expression of great joy.
Jiao Tianbo, on the other hand, frowned again, looking incomprehensible.
The phrase "drunk beauty" that he had been thinking about so hard was not mentioned at all...
Lou Ting continued:
“The opinion of our leaders is that ‘Yichun’s plan for the year’ can be regarded as an alternative plan.
It is also the most appropriate sentence among the promotional slogans we have seen so far. ”
Xu Chen looked at Wu Feifei and gave her a big thumbs up.
Lou Ting: “But the phrase ‘a city called spring’ is more unique and memorable.
Just like what Mr. Xu just said, this sentence itself is very topical and popular.
But on our side, we are still worried about negative associations and the risk of public opinion..."
The other party has not finished speaking, but since he has expressed his concerns, he is asking questions for "discussion".
Xu Chen naturally knew it well.
Leaders need more reasons to support their decisions.
Xu Chen thought about his words for a moment and said:
"In the advertising industry, there is never the best solution, only the most suitable solution.
In the end, there are still trade-offs to be made.
The slogan "Called Spring" has both obvious advantages and disadvantages, so in the end it's a matter of choice.
We need to look at the current publicity and promotion of Yichun City, what core problems need to be solved, and what goals need to be achieved.
"Afraid of being famous and afraid of being strong", it is difficult to have the best of both worlds. ”
On the other end of the phone, Secretary Ding Guoqiang from the Propaganda Department said:
"Mr. Xu, we still don't want to give up on this sentence easily.
Mainly because this sentence is so special and impressive. Are there any ways to avoid negative associations? ”
Xu Chen paused for a moment, then said again:
"Of course there is a plan. Director Lou's request last time was that in addition to promotional slogans, he also wanted to provide a complete event planning plan.
‘A city called spring’ is just a promotional slogan, and it still needs an activity plan to carry it out.
It just so happens that we can use follow-up activities and dissemination to eliminate the negative associations. ”
Ding Guoqiang: "I would like to hear the details."
Xu Chen used the shortest time to sort out the thoughts in his mind.
He turned to look at Gu Xinxin again and winked.
Gu Xinxin understood it and quickly created a new document on the computer and started taking notes.
Xu Chen:
“First of all, a new definition and interpretation of ‘a city called spring’ is needed.
Check out the 16-9 book bar and see the correct version!
Yichun is called spring, which is not "called spring" in the association, but has its own connotation and semantics.
Yichun is called spring.
What is 'spring'? ’
Here, Yichun City’s tourism resources, customs, investment advantages, etc. can all be packaged..."
"For example, you can try to interpret it this way.
Yichun, a city called spring.
What is Yichun’s ‘spring’? Yichun, why is it called ‘Chun’?
Because of Yichun, there are "five springs".
Spring springs, spring mountains, spring scenery, spring moon, spring breeze.
Spring Spring is the unique hot spring scenery of Yichun.
Spring Mountain is Mingyue Mountain, a tourist attraction.
Spring scenery is the scenery of a sea of flowers.
In the spring moon, it means traveling in the mountains and forests at night, visiting gardens and admiring the moon.
The spring breeze is the spring breeze of reform, opening up, development and construction, which can package economic resources and investment policies..."
"Of course, I'm just giving an example.
Specifically, it still needs to be combined with Yichun’s actual local resources and urban selling points, and then some refinement and polishing..."
As soon as the words fell, a sigh came from the other end of the phone:
"This is a good idea!
‘Call Spring’ depends on how you interpret it...
Use "Five Spring" to redefine the "spring" of Yichun! ”
"It's indeed a good idea. Yichun is originally 'called spring'!
Misunderstanding is the best dramatic conflict. The misunderstanding caused by "Call Spring" makes people smile...
But we will present a formal interpretation of ‘called spring’ later…”
……
In the conference room.
Wu Feifei looked at Xu Chen with a smile, her eyes seemed to say: It's a shame you can figure it out...
Jiao Tianbo frowned and pondered, seeming to be trying to open his mind.
Gu Xinxin was typing on the keyboard, nodding while taking notes seriously.
The other end of the phone paused for a moment, then Xu Chen spoke again:
"Reinterpreting and defining 'called spring' is the first step.
The second step is to use an event and publicity to undertake...
Since it is called ‘Spring’, it is most appropriate for this event to be arranged during this Spring Festival and spring. ”
Xu Chen paused again deliberately.
On the other end of the phone, Director He Jie of the Tourism Bureau said:
"Mr. Xu, do you already have an idea?
Would love to hear the details! ”
Secretary Ding Guoqiang of the Propaganda Department also said:
"Mr. Xu, your interpretation just now surprised us.
Regarding the ideas for the activities, we also hope that you will give us your advice. ”
He paused again and then said:
"We still need to report this project to Vice Mayor Cheng.
But under the current circumstances, at least Director He and I are leaning towards Dongchen Advertising’s plan.
I think the promotional slogan "Call Spring" can be used as the main promotion.
The sentence ‘one year’s plan’ is an alternative...
With these two sentences, I think Deputy Mayor Cheng will also approve of Dongchen Advertising. ”
The implication is actually very clear. This is to promise the project to Dongchen Advertising.
But there was still one step left to report to Deputy Mayor Cheng, so Ding Guoqiang did not finish his words.
Jiao Tianbo was stunned, and then he naturally understood.
He looked up at Xu Chen and couldn't help but smile.
"Brother Xueba" was really surprised. He didn't expect that he actually won this project.
Wu Feifei was smart and naturally understood the meaning on the other end of the phone, and couldn't help but give Xu Chen a thumbs up.
Xu Chen didn't hold back anymore and said:
"As for the activity plan, I have thought about it roughly and it can be divided into four steps to promote..."
Gu Xinxin put her hands on the keyboard and started recording seriously.
"After all, the slogan 'Calling Spring' is still somewhat controversial, and it is not suitable for us to publish it directly in the larger official media.
So the first step:
Use a slogan that is both solemn and humorous, choose a period of time that is both work and rest, and post it on a website that is both official and civilian.
I suggest that before and after the Spring Festival, the slogan "Calling Spring" should be posted on the "Yichun City Tourism Network".
The 'Travel Network' is backed by the Tourism Bureau, but at the same time it is a website relatively oriented to the private sector. It does not have a strong official attribute and can avoid some risks.
If it is really too controversial, you can avoid the official status and just regard it as private propaganda.
The reason for choosing around the Spring Festival is that it fits the "spring" time period, and it is also a time period when relatives and friends gather together for leisure, which is also easy for the topic to spread. ”
“The second step is to let the topic ferment and spread, so that the name ‘Yichun’ can be known to more people.
At this stage, the authorities still do not want to give up, but discuss and spread the issue from a private perspective.
I suggest starting topics and discussions from the perspectives of real netizens and users on the ‘Yichun Tourism Network’ and other local forums in Yichun.
Then, according to the spread situation, it will be guided to Maopu, Tianya and other communities to expand the impact and spread.
‘A City Called Spring’, such a gimmick promotional slogan, will inevitably arouse strong attention and discussion in the current Internet environment.
In this process, our main purpose, to let more people across the country know the name ‘Yichun’, has actually been achieved. ”
“In the third stage, when the topic reaches a certain degree of spread, the officials can step aside.
You can use the local media in Yichun to conduct some guidance and discussion on the topic of "called spring", which can not only increase the popularity, but also start to guide the interpretation of spring.
In addition, after the Spring Festival, national cultural celebrities or writers can be invited to Mingyue Mountain to ‘appreciate spring’.
And produce a series of articles, manuscripts, and news.
With the spread of the topic "called spring", these publicity about Yichun's tourism resources will inevitably arouse widespread attention. ”
“The fourth stage is the official harvesting of topics.
Yichun's official media interprets Yichun's "spring" from an official perspective.
To define the "five springs" of spring spring, spring mountain, spring color, spring moon and spring breeze..."
"In this process, the topic and communication of 'Calling Spring' has always been biased towards the private sector, which can avoid some official attributes and trends.
The official is equivalent to a role of 'taking advantage of the situation', taking advantage of the popularity of the topic to promote the reputation of 'Yichun'..."
Xu Chen took his time and explained the core steps of the activity roughly.
Wu Feifei looked at Xu Chen with a look of disbelief.
Finally, he couldn't help but raise his hand again and gave "Mr. Xu" a thumbs up.
Jiao Tianbo listened carefully and couldn't help but nod silently.
The plan ideas given by Xu Chen are naturally summed up from previous experiences in communication.
This kind of topic hype and closing routine using "Internet thinking" can be regarded as a dimensionality reduction attack at the 2006 node.
At the same time, he also combined the conventional routines and resources of this kind of prefecture-level city publicity, which can mobilize local media without applying for too much additional media budget.
Although Xu Chen seemed to have improvised his idea, in fact, every detail had been taken care of.
……
After Xu Chen finished explaining, the scene became slightly quiet.
I heard a few low-pitched discussions on the other end of the phone, and then came a few laughs:
"That's great, Mr. Xu! This plan is very good, it's a big surprise!"
"Yes, we have also found several planning companies, and you are still the most professional!"
"With the activity ideas you just mentioned, we dare to report to the leaders boldly!
In this way, you avoid the official status and can also borrow the discussion and popularity of the topic! ”
"Yes! The official is just taking advantage of the situation, and what they produce is very positive and positive content!"
“Thank you so much, Mr. Xu!”
……
Xu Chen half-leaned on the chair and breathed a sigh of relief.
Just take a moment and it’s easy to handle!
However, we still have to wait for the other party to take it and report it to the deputy mayor, but I think the problem won't be too big.
The project budget of 300,000 or 500,000 yuan is considered very good. After all, it does not consume too much of Mr. Xu’s energy and time.
On the other end of the phone, Director Lou Ting spoke again:
"Mr. Xu, can you please sort out the "Five Spring Festivals" you just mentioned and the subsequent activity plans?"
Xu Chen: "No problem, we will produce a complete plan and it is expected to be sent tomorrow."
As he said that, he turned his head and looked at Gu Xinxin.
Gu Xinxin was speechless and nodded towards Xu Chen.
Lou Ting: "Thank you very much, Mr. Xu! After we get the plan, we will make an appointment with the leader to report!
If there is follow-up news, we will follow up and contact you...
If the project is to be implemented later, Mr. Xu will need more trouble. ”
Xu Chen: "Director Lou is so polite.
The plan we gave is just a framework. If the report is approved and enters the implementation stage, there is still a lot that needs to be deliberated and determined. ”
The two sides chatted for a while and then hung up the phone.
Xu Chen stretched out: "I'm hungry, let's eat!"
……
……
The tables in the conference room were already filled with meals brought from the Xiyuan canteen.
When Amy Sun heard that she had won another project, she was also happy.
Xu Chen said with a smile: "It hasn't been finalized yet. I still have to report to the leader."
Wu Feifei: "The report is just a formality. Secretary Ding and Director Cheng just now have already recognized your plan!"
Xu Chen said with a smile: "The main reason is that Miss Wu's 'one-year plan' is the foundation. Otherwise, others would not dare to report on the plan of 'calling spring' alone."
Xu Chen is not talking nonsense.
After all, the "Calling Spring" plan is still too controversial. With Wu Feifei's "One-year plan is in Yichun" as an alternative, Secretary Ding and the others are more daring to report it.
After all, if the "Call Spring" plan is rejected, there is another safe plan in the background.
"Brother Xueba" Jiao Tianbo said nothing and ate in silence.
He suddenly nodded and said:
"Xu Chen, I thought about it carefully.
What you just said seems to make sense..."
(End of chapter)