Chapter 381 Hidden Backhand
Tuesday morning.
The slightly boring "Advertising Probability" class was taught by the head teacher Shi Dinghai.
Xu Chen sat in the back row and yawned loudly.
Due to catching a flight, catching a car and jet lag, it was already past three in the morning when I arrived at the dormitory yesterday.
I slept in business class on the plane, so I got enough sleep, but my biological clock was still a little out of whack.
Huang Hao beside him was still struggling, while Qian Xin had buried his head in the textbook and fell asleep on his stomach.
The two of them had been sitting in the economy class for eight hours, and they were obviously exhausted both physically and mentally.
……
During the break, the class was still lively.
A group of girls gathered around Chen Qiong and He Sisi, who were sharing their experiences in Doha.
Especially the scene of witnessing the finals naturally aroused a burst of envy.
"Except for Senior Sister Bai Miao, have you seen Xie Bingran?"
"Yeah, she's so cool!"
"How can she be so beautiful and powerful at the same time?"
……
Chen Qiong: "Of course I saw you! We even took a group photo together!"
As she said that, she took out her mobile phone and showed everyone the photo with Xie Bingran, which naturally aroused a burst of envious discussion.
Qian Xin, the "little prince of Jiangsu and Zhejiang" who came back from going to the toilet, also heard the discussion on the girls' side.
He joined in with a stern look on his face, and even took out Xie Bingran's autograph, which caused another burst of chirping.
Su Rong sat quietly in the middle row, but suddenly turned her head to look at Xu Chen, and then smiled sweetly.
Looking at that proud little look, it probably means: I went out to eat and go shopping with Brother Bing...
……
In the past two days, the news that Xie Bingran won the Asian Games has dominated all kinds of headlines.
The angle that the official news exaggerates is naturally the record-breaking gold medal won by Xie Bingran, which is indeed of "groundbreaking" historical significance.
"Xie Bingran of the national track and field team won the Asian Games gold medal and broke the women's 100-meter hurdles record that had stood for eleven years..."
“This is the best result in history achieved by our athletes in this event.
It is also the best result that a yellow race has achieved so far in the 'Women's 100m Hurdles'! ”
"Yellow race record!
The ‘Asian female trapeze artist’ is born! China’s 18-year-old genius! ”
"Having locked in the qualification for the 2008 Beijing Olympics in advance, can Xie Bingran create a miracle at home?"
"With the World Championships and Olympic Games coming soon, can yellow people achieve a medal breakthrough in the field of 'women's hurdles'?"
……
Xu Chen also remembered that the last time he met Director Li Yue, he specifically mentioned that the General Administration would arrange a group of media public relations in advance.
He also deliberately emphasized that it included the official "central media".
It seems that this wave of media offensive also has the attributes of official momentum created by the General Administration of Sports and the national team.
It is bound to take advantage of the popularity of the Asian Games to increase Xie Bingran's popularity, and naturally it is also for future commercial value returns.
And those congratulatory messages and meetings with official attributes have also been hyped and publicized.
In Xu Chen's view, these news are of more profound significance to Xie Bingran.
With the official endorsement, Xie Bingran's image is naturally more positive and formal.
This is a strong brand trust bonus for "Burning Ice Sports".
"The King of Qatar and his family would like to congratulate Chinese athlete Xie Bingran on winning the Asian Games..."
"The Embassy in Qatar would like to express congratulations to the national track and field team..."
"Director of the State Sports General Administration: This is a vital gold medal for China's sports industry..."
……
In addition to winning the Asian Games, the news about the previous battle in Osaka has also been discussed again.
Of course, these discussions are more common on Internet portals and communities.
As a result, more and more citizens have come to know and like this 18-year-old "Asian flying female star".
"Xie Bingran you don't know: The Anti-Japanese War on September 18th..."
"It turns out that Xie Bingran is the 'national hero' who broke through the Japanese encirclement and suppression on September 18th!"
"After the Anti-Japanese War in Osaka, Xie Bingran reached the pinnacle of Asia in Doha!"...
Xie Bingran returned to China with the Chinese delegation after attending the closing ceremony of the Asian Games.
In some forums and communities, there are already many fans of Brother Bing who have made an appointment to pick up the plane at the Beijing Airport on the 16th...
The excitement has even exceeded Xu Chen's expectations.
The little rich woman seems to be really popular...
Along with these news and public discussions, various images and photos of Xie Bingran's Asian Games victory are also constantly impacting people's audiovisuals.
While Xu Chen was happy for Brother Bing, he was also a little distressed.
It seems that in the future, you will really have to wear a hat and a mask when taking the "little rich woman" out.
……
……
Xu Chen's phone vibrated. He took it out and saw that it was from Zhou Kai.
Zhou Kai is the "personal secretary" of Vanke founder Wang Shi.
Xu Chen glanced at Zhou Kai's message, but couldn't help but smile.
He actually came to ask for Xie Bingran's autograph.
It turns out that Wang Shi also paid attention to Xie Bingran's competition in the Asian Games.
I actually want a signed poster of Xie Bingran.
Zhou Kai asked Liu Wenqin of BBDO.
Liu Wenqin said, "This matter must be discussed with Teacher Xu Chen."
So Zhou Kai asked Xu Chen again.
Xu Chen replied:
[No problem, leave this to me! 】
Zhou Kai: [Thank you so much Mr. Xu!
We, Mr. Wang, usually don’t care about all kinds of celebrities...
But after watching Xie Bingran’s game at the Asian Games, I still recognized and respected him very much.
You should also know that Mr. Wang also likes running in his spare time...]
……
……
As get out of class was about to end at noon, Xu Chen received a message from the college’s “minister of academic affairs,” a junior from the advertising department.
I am going to Kuncheng to participate in the "Chinese Advertising Festival" at the end of the month. This junior in the advertising department is the "captain" leading the team.
His name was Zhao Siting, and he was the one who confirmed the itinerary with Xu Chen before.
However, college students travel by train and stay in relatively cheap hotels, so Mr. Xu decided to book some business trips at his own expense.
In addition, Xu Chen may also want to secretly take Xie Bingran with him, so he needs a more comfortable itinerary...
[Hello, classmate Xu Chen, the schedule for the 28th and 29th has been confirmed, I will send it to you for your review...
In addition, since you have booked your own business trip here, I need to confirm with you again whether to participate in the activities on the 28th and 29th together.
Because you have two "National First Prize" winners here, and you need to go on stage to receive the award on the 28th...]
[Hello, senior, I am definitely participating in the two-day event! 】
……
Xu Chen clicked on the itinerary document sent by Zhao Siting and glanced at it briefly.
This time we went to Kuncheng, and it was Dean Lin Ruyang who led the team.
The participating students are all students who won awards in the "College Advertising Competition".
On the morning of the 28th, I watched an exhibition of advertising works and participated in some exchange activities between universities.
In the afternoon, I participated in a forum lecture officially organized by the "China Advertising Festival", and the guests were all industry experts.
Starting at four o'clock in the afternoon, there will be the official award ceremony of the "College Student Advertising Competition".
As the winner of two "National First Prizes", Xu Chen naturally had to go on stage to receive the award himself...
The next day, the 29th, was the schedule for the "Great Wall Advertising Awards".
Dean Lin Ruyang is also an honorary judge of the "Great Wall Advertising Award".
This time, as a judge, I took my students to observe and learn.
I also took the opportunity to get in touch with the truly top practical advertising cases in the industry.
What Dean Lin and the college didn't know was that Xu Chen also received an invitation from the "Great Wall Advertising Award".
Wang Laoshun's "fear of getting angry" advertising case has been shortlisted for the final review of the "Great Wall Award".
The awards were announced and awarded on the 29th.
The "Great Wall Award" is the largest and official advertising award in China.
Dongchen Advertising's ability to win the "Great Wall Award" will naturally have a great impact on its own popularity and influence, and will also help attract other advertisers. Xu Chen still attached some importance to the announcement of this award.
This time I made a trip and received both the "Da Guang Competition" and the "Great Wall Award" together, which was considered efficient and time-saving.
……
After the 29th, there will be a two-day weekend and the New Year's Day holiday.
If you can really take Xie Bingran there, you can have a serious game.
It can be regarded as a rare "two-person small world" with Brother Bing, and I am very happy just thinking about it.
……
……
At noon, Tonghai Creative Design Building.
Xu Chen first ran to the 6th floor and took a look. It was a 300-square-meter office that had just been rented.
Sure enough, there was a "ding, ding, ding, ding, ding", and several master workers were busy decorating.
Check out the 16-9 book bar and see the correct version!
The office that Sister Fei rented was the original three rooms combined together.
There was originally a partition wall, but now it has been opened.
Teacher Fang Jun has some guiding opinions on the decoration and design plan of the new office, and has already discussed it with Nie Fei for many rounds.
Xu Chen stopped taking care of it and left it to Fang Jun and Nie Fei.
The office is a connected unified office space, but there are two front desks of "Dongchen Advertising" and "Ranbing Sports" on both sides.
After all, both companies will have some partners or customers coming to visit, so some distinctions would be more appropriate.
"Mr. Xiao Xu" inspected the area with his hands behind his back, then turned around and went upstairs.
……
As soon as they walked in, Sun Amy and Gu Xinxin smiled and called "Boss".
Xu Chen took out a pack of dates brought back from Doha from his bag and handed it to the two of them:
“Sister Fei also bought another souvenir, but it is probably still on the way to be sent back.
I brought this bag with me! ”
"Thank you, boss!"
……
conference room.
Nie Fei, Jiang Yuze, and Sun Lingfeng were in a meeting talking about things.
Xu Chen didn't take the initiative to disturb him and went back to the "general manager's office" by himself.
Just as he sat down, Sun Lingfeng came over and knocked on the door:
"Mr. Xu, we are discussing the promotion and launch preparations of 'Burning Ice 001'.
Sister Fei said, if you have time, come and listen..."
Xu Chen smiled and then stood up.
……
……
Jiang Yuze cast a document on the screen and was synchronizing the publicity and traffic diversion work of "Burning Ice 001".
Xu Chen looked like he was "listening" and sat behind Nie Fei.
In fact, Nie Fei and Xu Chen have already synchronized the general promotion ideas, and Jiang Yuze showed some implementation details.
Banners during the match in Doha and photos of Xie Bingran with foreign fans in the hotel restaurant all showed the name "Burning Ice 001" and the shoe style.
These materials will be used as materials to warm up the hype.
Today, the 11th, in conjunction with external PR publicity, the official store page of "Burning Ice 001" has launched the "appointment" function.
On the 20th, stores began to grab orders for sale. Users who have made reservations in advance will have priority in purchasing.
On New Year's Day, "Ranbing 001" began to be shipped one after another.
……
Currently, the arrangement is based on the first batch of 1,000 pairs.
"Scarcity" itself is a point of publicity.
After Jiang Yuze reported on the publicity and promotion plan, he said again:
“After the official release and shipment on the 1st, the continuation of the popularity is still a problem.
After all, our goal is not to sell just these 1,000 pairs...
The first batch of users who purchase the shoes can use the comments, feedback, and orders after receiving the shoes as secondary publicity content.
But maybe the topic is not enough..."
Sun Lingfeng adjusted his black-rimmed glasses and added:
“There may be people who are ‘shoe speculators’ coming in.
Just buy ‘Burning Ice 001’ and then sell it at a higher price.
This is basically unavoidable...
In fact, it can also be used as a propaganda topic.
For example, how much money did you get from 288? ”
Nie Fei thought for a while:
“This is still somewhat risky. Improper operation will damage your reputation.
It is inevitable for users to speculate on shoes, but we officials should not take the initiative to end it. ”
She paused and added:
“The official caliber and guidance still discourage shoe speculation.
And proactively inform users that they can wait for subsequent replenishment and sales. ”
Xu Chen looked at Nie Fei and just nodded slightly to express his approval.
Jiang Yuze hesitated, but still said:
"Brother Bing... is it possible to help record some material?
A mouth-broadcast ID video would be good to promote ‘Burning Ice 001’.
This can also help maintain the popularity after the first launch..."
Nie Fei didn't answer and turned to look at Xu Chen.
Matters involving Brother Bing still need to be made by "Little President Xu".
Xu Chen thought for a moment and said:
“Let’s not use Brother Bing’s video material first…
Brother Bing's 'face' should still be used as a precious material. If there are too many, it will not be rare.
In the future, I will definitely shoot a special commercial for Brother Bing, as well as supporting, higher-standard print ads.
These are best used at key nodes, such as when ‘Burning Ice Sports’ really needs large-scale promotion.
At present, the production capacity of Vice President Zhou has not fully kept up, and using Brother Bing's materials is a bit wasteful. ”
Jiang Yuze: "Then Sun Lingfeng and I will think of other plans.
After the excitement of the Asian Games has passed, and the gimmick of a limited number of first releases has been used up...
We still need two public relations hype points to continue and increase the popularity of "Burning Ice 001".
Let's think about some plans first and then communicate with the two leaders. ”
Xu Chen naturally knew that the issue Jiang Yuze mentioned was also crucial.
After the launch of "Burning Ice 001", the second wave, the third wave and even the long-term sales in the future still need new topics to support the popularity.
Without letting Xie Bingran come out to record new material, it does seem difficult to come up with new plans.
Jiang Yuze and Sun Lingfeng looked at each other. In fact, both of them were a little distressed.
……
Xu Chen suddenly smiled:
"I have actually prepared a plan...
But we need to find a way to communicate, and it may not be 100% possible. ”
After the words fell, Nie Fei, Jiang Yuze, and Sun Lingfeng all expressed surprise and expectation.
Nie Fei smiled and said:
"Stop trying to sell things to us, they are both worried to death..."
Jiang Yuze showed a hint of embarrassment and said with a smile:
"It would be great if Xiao Xu always has a hidden back-up plan!
After the debut, we really need a public relations point of view to capture the popularity after the Asian Games..."
Xu Chen thought about it again and made a judgment:
"Should... be sure it can be done.
But you need to give me some time.
The results should be available before New Year's Day. ”
Jiang Yuze showed surprise:
"Before New Year's Day, of course there is time!"
Xu Chen smiled:
"Then contact the vice president next week and give me two pairs of shoes."
……
Xu Chen's "hidden backhand" is naturally Wang Shi and Yu Liang from Vanke.
If I remember correctly, there happens to be the "Sanya Marathon" in January.
If Vanke CEO Yu Liang or even Wang Shi took a photo wearing "Burning Ice 001", this wave of topics would be completely captured.
"User posting orders" after the initial launch...
Wang Shi and Yu Liang came to "post the order", the weight should be enough, right?
Wang Shi himself has his own topic and popularity, and with the attribute of "Internet celebrity", he can attract the attention of a group of media and netizens for free.
Over at Vanke, there is also an advertising order for "Group Brand" waiting for Xu Chen to propose, which just serves as an opportunity for this communication.
The question now is whether they can successfully convince Wang Shi and Yu Liang.
You still need to think about your words and don't seem too deliberate.
However, Boss Wang is a smart man and can basically reveal his needs directly.
In fact, there is a huge advantage in front of Xu Chen, that is, Boss Wang took the initiative to ask for Brother Bing's autograph...
(End of chapter)