Chapter 438: Senior sister’s tea words?
Stairway classroom.
Nie Fei was holding a microphone in her hand and was answering the questions from the students below.
Some tricky inquiries will not stump Sister Fei at all.
After all, she is the operator of the project "afraid of getting angry" and she knows much more about the details of business execution from front to back than Xu Chen.
The students who asked questions and listened can also gain something from Nie Fei's answers.
…
Off stage.
A junior girl took the microphone and said, "Can I... ask a question to Xu Chen?"
Nie Fei smiled.
She did not answer directly, but looked down at Xu Chen sitting in the audience.
Xu Chen had already gotten up and slowly stepped onto the stage.
He took the microphone from Nie Fei and saw that the girl who just asked the question in the audience didn't know him, so he knew that he must be a "senior sister".
"Senior sister, tell me."
He is respectful and polite, and looks like a "school brother".
The senior sister paused and said, "Because it's Mr. Nie who is sharing...
But the 'Great Wall Award' is the grand prize, and It was Xu Chen who went to get it, and the creator also wrote Xu Chen's name.
So I also want to communicate with Xu Chen about some professional matters."
As the words came to the ground, the air in the entire step classroom condensed.
This senior sister seemed to have plain words, but there were obvious doubts in it.
The other students naturally also heard the hints.
…
Xu Chen is the boss of "Dongchen Advertising". Will he just be named after the case of winning the "Great Wall Award"?
Today, Mr. Nie Fei and Mr. Nie came to share, which actually confirmed this speculation.
Maybe Xu Chen is just a "rich second generation" and has opened such an advertising company.
As for those advertising works and projects, they were all done by "professionals" hired by his company.
In fact, in addition to the senior sister who just asked the question, there are also many senior sisters with similar doubts and doubts in their hearts.
In addition to the "Great Wall Award", I am afraid that the first prize in the national first prize of the previous two "Da Guang Competitions" was also obtained in this way?
If the works of the "Da Guang Competition" are really done by the "gunmen", it will be extremely unfair to other participating students.
And it also seriously violates the official regulations of the "Da Guang Tour"...
This senior sister's suspicion is very rude, but it seems to have some reasonable points.
After all, Xu Chen, a freshman, won the "Da Guang Competition" and the "Great Wall Award" at the same time, which was too incredible.
Especially some seniors who have participated in the "Da Guang Competition" still feel a little dissatisfied.
...
The senior sister asked, and her classmates who were very familiar with Xu Chen, such as Qian Xin, Huang Hao, and Hong Xiaoqiang, all their faces became a little ugly.
The "Little Prince of Jiangsu and Zhejiang" Qian Xin couldn't stand it anymore, so he said directly: "Senior sister, what do you mean?"
Then A senior sister pretended to be embarrassed and smiled:
"I just have a question...
I think other students should have similar questions.
Today, Mr. Nie's sharing is very professional, and it also allows us to learn a lot.
< But after all, when we come here today, we still want to listen to Xu Chen’s junior brother and share the award-winning works in person.”
This senior sister, who looks gentle and quiet, has sharp words and merciless words.
It also has a bit sarcastic and sarcastic meaning.
The senior sister finished her words and attracted a lot of discussion from the audience.
Everyone's eyes were also staring at Xu Chen holding the microphone on the stage.
Maybe many people are waiting for this junior to make a fool of themselves.
Qian Xin, Huang Hao and others were so popular, but they didn't know what to react for a while.
…
In the front row, Dean Lin Ruyang looked ugly and frowned and wanted to say something.
Before he got up, Xu Chen on the stage looked as usual, and he smiled and said, "Senior sister, do you have any specific questions?
Since today is For sharing professional fields, we still save time and only discuss matters in professional fields.
I can share any questions you have to answer about this project. "
He looked calm and his voice was calm, but he showed absolute confidence.
Lin Ruyang and Yu Xiaoguang looked at each other, but couldn't help but smile.
Yes, discussing things in the professional field can easily break the doubts of the girl in the audience.
The other party suspected that this award-winning work was not made by Xu Chen, so if Xu Chen could be professional Answering all questions on the site will naturally resolve this question.
On the contrary, if the students in the audience asked some professional questions Xu Chen could not answer, it also proved that he had just named him in the project...
Lin Ruyang looked at Xu Chen on the stage and couldn't help it. Some praises.
At a young age, I feel calm.
There is no panic in the face of doubts, but in one sentence, it leads the problem to the core key to resolving doubts.
And this also reveals the absolute confidence in his heart.
...
Xu Chen threw the problem back again, and everyone in the audience looked at the senior sister.
The senior sister seemed to think about it seriously and said:
"Then I will ask a professional question...
What Mr. Nie just shared is also the main one. It is the experience of 'Wang Laoshun' herbal tea in marketing and commercial execution.
I would like to ask Xu Chen about the advertising creation of "I'm afraid of getting angry and drinking Wang Laoshun"...
It is from advertising targets, advertising audience, SWOT analysis, advertising strategies, advertising creativity...< br>
How did this slogan be created in the entire process? "
After asking the question, everyone looked at Xu Chen on the stage again.
What the senior sister asked was a basic question, but it was also a Key issues.
That is, I asked about the core creative ideas of this slogan.
…
Xu Chen nodded and waved his hand to signal the senior sister to sit first: "Senior sister's question is very good." >He paused and said with a smile:
"Advertising goals, advertising audience, SWOT analysis, advertising strategies, advertising creativity...
This creative disassembly system should be in textbooks, right?
If the senior sister knows some real advertisements If you want to ask, you can consult a company that is really using this system to create? "
"Frankly, what we learned in our textbooks, It is out of touch with real business creation...
'Afraid of getting angry' The entire creative idea is not derived step by step according to the steps in the textbook."
Xu Chen's words were plain, but he was also straightforward and honest.
As soon as I came up, I defined the idea that the senior sister had just put forward as "textbook", "backward" and "non-practical" creative path.
This is naturally Xu Chen's deliberate behavior. Since it is facing doubts and challenges, it is necessary to reverse each other's "high and low positions". Is the other party a senior, a questioner or a challenger, and his momentum is above.
Then you need to "press" the other party first in terms of momentum.
The "student anger" that directly points out the other party's question is Xu Chen's verbal method that he is lightly but hits the point.
A few words also reversed the high and low positions of both sides.
Xu Chen went from being questioned and challenged to a "senior industry insider" who guided students...
At the same time, a group of advertising majors in the audience looked like a group of students with great expressions. They all took it seriously, too.
The idea that the senior sister just mentioned is naturally the so-called "academic" advertising creation steps they learned from textbooks.
They were also curious whether the real advertising creation was derived from the advertising slogans and advertising ideas according to the steps in these textbooks...
Xu Chen paused for a moment:
" If you can create creativity by following the steps in the textbook and deducing step by step, then anyone can win the "Great Wall Award". "Real advertising creation is complex, and every advertising company , Every creative person also has his own knowledge system and thinking habits.
Olympics, JWT, Euro, TBWA...Each company has its own unique creative path.
No mistakes, one song, one content, one in 6, one book, one bar, one reading!
It will take a long time to talk about these, and it will not be expanded for the time being. ”
”So, for the creation of 'afraid of getting angry', I will simply share the core ideas.
First of all, we need to share with you three important terms in advertising creation.
Insight, Concept, Creative Idea…”
Xu Chen came up and threw out a very bluffing "professional term", which was naturally to win the lead.
No matter in any industry, "term" is the trick to internal communication.
Whether you can understand the concept of terminology is also a basic criterion for getting started with whether you are specializing in it.
Xu Chen is very clear that the advertising education in domestic universities is now out of touch with the creative ideas of 4A.
What Xu Chen now shares is the world's top creative path introduced from the International 4A.
...
Xu Chen held the microphone and talked on the podium.
Not only the students in the audience, Lin Ruyang, Ni Zhi and the lecturers who came to listen couldn't help but prick their ears.
Xu Chen uses the three concepts of Insight, Concept and Idea, and connects the most cutting-edge creative ideas in the current 4A advertising practice.
Xu Chen was also very clear about what could be fooled by the students below, so he made some choices in the explanation.
He specifically chose some concepts of high-end and unscrupulousness, and even deliberately mixed them in English, and brought some opinions from top advertising masters in the world, which made the students in the audience stunned.
The creative idea of "Drunk Wang Laoshun for fear of getting angry" is naturally also the meaning of the topic.
Xu Chen nested this advertisement into a whole creative link and dismantled the entire creative process.
In fact, it is just like the comment of advertising boss Lao Shuangcong at the award ceremony in Kuncheng: "Using seven words that seem simple but are actually extremely exquisite, I completed a 100 million yuan game with seven words that seem simple but are extremely exquisite. Accurate communication between all nations.”
...
"I didn't expect that there are so many tricks behind these seven-character slogans.
It turns out that every word and even punctuation have been carefully considered..." "It makes sense to analyze this so well. It really makes me understand the subconscious needs of the Chinese people."
"The word "fear" is so particular. I really didn't expect it."
"He said so well, and he felt more touching than Professor Ni's lecture."
...
...
...
Xu Chen spent a lot of money and spent about twenty. In just a minute, I took apart the creative ideas of "fear of getting angry".
From strategy to creativity, from user insights to copywriting ideas, there is nothing in detail, but it is also comprehensive.
Being able to tell this case so clearly will naturally completely break the previous senior sister's doubts.
If this project was not done by Xu Chen himself, how could he analyze it? !
And Xu Chen was brought on stage without any preparation.
This also made his answer talk more convincing.
Xu Chen held the microphone in his hand and looked at the senior sister who just asked:
"I don't know if my answer above can answer my senior sister's questions."
First row.
Director Lin Ruyang laughed and took the lead in clapping his hands.
Yu Xiaoguang and Professor Ni Zhi beside him also applauded.
There were the teachers who came to listen to the second row, and the groups of students behind them.
Xu Chen kept smiling and waited for the applause to gradually calm down.
His eyes were still looking at the senior sister who had just raised the question.
The senior sister looked a little embarrassed.
She finally started to get up a little and whispered: "Thank you, Xu Chen... I have no questions..."
…
…
The sharing conference ended after President Lin Ruyang’s enthusiastic summary speech.
Xu Chen and Nie Fei exchanged a few more greetings with Professor Yu Xiaoguang and Professor Ni Zhi.
The groups of students in the staircase classroom began to leave, but some students rushed to the front row to want to have in-depth exchanges with the "guests".
What "Mr. Xiao Xu" unexpectedly was that there were a group of seniors who came to talk to him.
Xu Chen is naturally respectful and polite, and get to know these seniors who are seniors who are seniors in their third and fourth years.
Some of them have been seen before, such as going to Kuncheng to participate in the advertising festival together.
There are some that were the first time I met, but they were basically students in the junior and senior advertising classes.
They were all very enthusiastic and proactive, and communicated with Xu Chen about some business and creative things.
There are also several seniors with clear intentions and asked whether there is a recruitment need for "Dongchen Advertising" or the quota for interns.
There are even two senior students who have handed over their resumes and works, which makes "Mr. Xiao Xu" a little amused and cry.
In the end, Xu Chen left a company email so that interested seniors could send their resume works.
But Xu Chen naturally would not promise anything, but just said: "I don't have any specific care about recruitment and internships.
I will discuss with the team first when I go back. The person in charge of the team may arrange some actual interviews or open up some interns. "
…
Thinking of this, it is actually not impossible to recruit a few interns.
Now, there are indeed more and more projects in "Dongchen Advertising". Gu Xinxin There are more and more things happening there, and she was originally arranged to recruit a subordinate as soon as possible.
On the "Ice Rising Sports", Sun Lingfeng coordinates the operation of the official store and is also in a state of frequent overtime... >
You can use a few interns first, and if you have good abilities, you can also consider staying.
Tonghai University is a 985 university after all, so the basic qualities of these seniors are naturally good.
It’s just that I haven’t experienced the baptism in the workplace and I still need some time to exercise.
Thinking of this, Xu Chen turned to Nie Fei.
Sister Fei understood it instantly and nodded slightly at Xu Chen with a smile.
...
(This chapter ends)