Rebirth: My dad is too obedient

Chapter 123 Wonderful!

Chapter 123 Wonderful!

Xu Chen continued:
“The first strategy is category education.

That is to define the promotion goal as providing scientific knowledge to users.

Use the simplest way to tell users what Fuyanjie is, what it is used for, how to use it, and why to use it..."

“The second strategy is brainwash marketing.

It is to formulate advertising slogans and communicate with users in a brainwashing, catchy, down-to-earth way that everyone can understand and hear.

And put an end to all the seemingly high-brow, flowery communication methods..."

“The third strategy is saturation bombing.

As mentioned before, this is a great opportunity for us to do category education. We have the opportunity to capture the minds of users and make the cleansing liquid category equivalent to the Fuyanjie brand.

Based on this, saturated advertising is needed, especially to cover the lower-tier markets and even TV stations in towns and villages.

Advertising strategy, coordinated with channel strategy and sales strategy..."

……

Xu Chen spoke in a calm tone as he broke down and explained the three core strategies.

He also draws inferences about other cases, expands on the discussion, and writes eloquently.

Vice President Lu Wenhua and several other judges listened attentively and nodded from time to time.

After Xu Chen finished speaking, Vice President Lu Wenhua, with a cigarette in his mouth, looked at the Marketing Director and Sales Director beside him with a smile:

"Mr. Zhao, Mr. Li, what do you think?"

Marketing Director Zhao Nan said:

"Mr. Xu's three strategies are not just advertising strategies, but also cover channel strategies, distribution strategies, and delivery strategies.

It’s really rare, and it’s something that other companies don’t have today.”

Sales Director Li Cui nodded:

“Our sales side is often out of touch with the marketing side, and we cannot achieve a synergistic effect.

But Mr. Xu’s strategy just now actually covers all the fronts and has indeed formed a joint force for promotion! "

Lu Wenhua didn't say anything else, just smiled and nodded.

Seeing that the mood had reached this point, Xu Chen began to use his brainwashing skills to continue to build on the situation:
“The requirements for this competition are mainly slogans, spokespersons, and commercials.

But simply launching an advertisement cannot solve the problem of product promotion.

Advertising strategies are needed to form a "handle" to "empower" sales strategies, market strategies, and channel strategies, and form a "combination punch".

Each promotion line forms a 'pull-through' and 'fill-in', and finally establishes a promotion 'closed loop'...

Through the ‘trigger point’ formed by advertising, high-altitude bombing builds the mind, and terminal distribution sales close the gap, ultimately achieving the ultimate goal of ‘category education’ and ‘category occupation’! ”

……

The "jargon" from the workplace more than ten years later completely confused the judges.

Although I don’t quite understand what’s going on, but I feel it’s awesome. What’s going on?!
Although I can't fully understand it, I feel that Teacher Xu has become even more unfathomable.

This is no longer just an advertising strategy, it is a group strategy...

Fang Jun turned his head and looked at Xu Chen, his cold single-lidded eyes flashing with little stars of admiration.

Liu Huachun raised his head with his chin slightly open, thinking about the ID number he had just seen. He was indeed only eighteen years old!

The advertising professor, who had remained silent the whole time, now picked up a pen and hurriedly wrote down the concepts he had just heard...

Xu Chen looked normal, still with a calm and confident smile on his face.

There is no real substance in the speech just now. It is purely to create the atmosphere and make the judges even more "excited".

He paused and began to get into today's competition, the most important part of "selling the manuscript".

“After talking about the core strategy, the next thing is creative strategy and creative expression.

The first part, the spokesperson recommends..."

Generally, a pitch proposal will start with the "slogan" because the slogan is the core of the promotion.

But Xu Chen chose to submit the spokesperson first.

The main reason is that the spokesperson proposed by Xu Chen is relatively easier to recognize and accept.

When discussing advertising slogans, it is easy to fall into a "word trap" and customers may become entangled around a single word.

However, once entanglement and questioning begin, the persuasive atmosphere created earlier may be ruined.

Proposals, like brainwashing, must take into account the emotional state of each link, and the tone cannot be easily interrupted.

If the spokesperson is easier to sell than the slogan, then sell the spokesperson first!
“In the pitch requirements given by your company, you mentioned recommending a spokesperson, and you hope to find a female spokesperson.

Other companies participating in the competition today should have submitted quite a few female spokespeople, many of whom are very suitable.

In this case, allow us at Dongchen to take some risks and not nominate a single female spokesperson this time.

Because we think...

A single female spokesperson is not appropriate!"

This set of words was also prepared by Xu Chen in advance.

By using the spokesperson issue, they first put themselves "against" other companies.

Dongchen Advertising was put in opposition to the other four companies.

This may seem inadvertent, but it is actually a clear psychological hint:

Now it is not a choice between five bidding companies, but a choice between Dongchen and other companies.

Making a choice on the spokesperson also means making a choice on the overall plan.

Although this psychological suggestion seems insignificant, the final persuasion is the accumulation of these insignificant little suggestions...

Sales Director Li Cui said:

“If it’s not a female spokesperson, could it be a male spokesperson?
Isn't this... inappropriate?"

The other judges remained silent, but their curiosity was clearly piqued.

yes……

For a feminine wash product, finding a female spokesperson seems to be the only option.

Xu Chen continued calmly:

“The selection of spokespersons should also be based on advertising strategies.

Our strategy is to educate users about the product category and tell them what Fuyanjie is and why they should use it...

Our spokesperson needs to have some specific associations with feminine wash products.”

"But there is an important problem here. I am afraid that there is no female star or celebrity who can have a direct and consistent association with feminine wash products.

Teachers, you can also think about it. Among the female celebrities reported by several companies before, are there any of them who have some invisible associations and connections with feminine wash products? "

After the words were spoken, several judges frowned and thought about it, then smiled helplessly.

Marketing Director Zhao Nan:

“It’s really difficult…after all, our category is so tricky.

It is not like feminine products such as sanitary napkins, where you can easily associate it with a young female star. "

Vice President Lu Wenhua:

"Teacher Xu, what exactly is your suggestion? I can't wait."

Xu Chen smiled and continued:

"For the lotion products, we consulted Mr. Yu for a lot of professional knowledge...

One of the key user insights is that among many women who visited relevant departments, their pathologies were related to their sexual life.

Some of them are caused by the couple’s careless living habits, which leads to related inflammation... Some of them are related diseases, which affect the couple’s life..."

Xu Chen looked calm as he explained the "professional knowledge" he had acquired from Teacher Yu last night.

The content was still a bit embarrassing and sensitive, but everyone present was a "professional" and everyone was listening to Xu Chen's story with an objective and analytical attitude.

As Xu Chen continued to speak, Liu Kang, a medical expert sitting among the judges, nodded silently:

"Teacher Xu is right. In my experience as a clinician, I have seen many cases like this.

Especially for some couples with relatively low education levels, they don’t pay much attention to it…” Yu Mei listened quietly without saying anything.

But the fact that she did not refute was a confirmation.

Xu Chen continued:
“So, my spokesperson recommendation is not a certain female celebrity.

They are a couple.”

Sales Director Li Cui: "Husband and wife?"

Xu Chen: “Yes, a couple.

A well-known, well-imaged, loving couple..."

After the words were spoken, several judges lowered their heads and began to ponder.

Lu Wenhua took a puff of his cigarette and suddenly said:
"Wonderful!"

Marketing Director Zhao Nan:

"We really hadn't thought of this spokesperson idea before."

Sales Director Li Cui:

"That's great! Previously, we were considering older female celebrities.

In fact, it would be better for older female celebrities to just be husband and wife! "

Xu Chen struck while the iron was hot and continued:
“Teachers, you must have seen the advertisement of Huishuang Shenbao.

An important persuasive strategy of this advertisement is to introduce the concept of couple.

The most popular saying, 'If he is good, I am good too', has this meaning."

Advertising professor Wang Jian frowned and thought for a while, then whispered:
"I see……"

Xu Chen straightened his face and continued:

“There is actually a psychological technique behind this.

The most effective way to communicate about healthcare products and insurance products is through intimidation!
If you don't use my medicine, you will get sick...

If you don't buy my insurance, you will be bankrupt when you have an accident...

Although it sounds a bit shameless, this is the consumer psychology.

Intimidation is the most effective!

But when we do advertising promotion, we cannot be so straightforward, as being too straightforward may cause consumers to be disgusted.

We need to 'intimidate' in a subtle, suggestive and soft way.

You need to take Shenbao tablets!

Because if you don’t eat, not only will it be bad for you, but also for your lover…

So the slogan is 'If he is good, I am good too'.

Fu Yanjie, you need to use it.

Because if you don’t use it, it may affect the life and relationship of the couple…

Therefore, our spokesperson needs to be a loving couple!

And this meaning also needs to be implicitly expressed in the advertising slogans and commercials..."

As soon as Xu Chen finished speaking, the place fell into silence.

Three leaders from Renhe Pharmaceutical, two medical experts, Yu Mei and Liu Kang, and Wang Jian, the advertising professor...

They were all digesting what Xu Chen had just said.

Professor Wang Jian suddenly spoke:
"Teacher Xiao Xu, your insight into user psychology is really profound!
I have benefited a lot from your analysis just now!"

Lu Wenhua, Zhao Nan, and Li Cui exchanged glances, and then whispered a few words...

Lu Wenhua nodded and said:
"Although Mr. Xu has not yet proposed a specific spokesperson or slogan...

But it has convinced me!”

He paused and put out the cigarette in his hand:

"Teacher Xu's analysis just now has already rejected the proposals of several other companies because they only proposed female spokespersons.

And now, I have been convinced by you and am ready to hire only a couple as spokespersons, even if the cost will double!"

As soon as Lu Wenhua finished speaking, Zhao Nan and Li Cui both nodded.

Fang Jun, who had been listening quietly, suddenly had a flash of eyes.

She had read the plan written by Xu Chen.

The most important and core part of the plan is the slogan, the advertising film, and who the spokesperson is...

You haven’t even started talking about all this, but you’ve already convinced the customer?
Judging from the tone of Mr. Lu just now, it seems that we don’t need to look at the subsequent plans and just sign the contract directly!

Can a competition... still be like this?!

While Fang Jun was extremely surprised and confused, he suddenly realized a problem...

It seems that the bet I made has come to fruition.

She thought about the result and smiled inadvertently.

Seems, not bad...

……

Xu Chen looked at Lu Wenhua and said:

"Don't worry, Mr. Lu. Hiring a couple as spokespersons will not double the cost, but may actually reduce it a lot."

Lu Wenhua: “Oh?”

Xu Chen: “I guess the female spokespeople proposed by other companies should include many big names in the film and television industry.

Moreover, based on the attributes of our products, the spokesperson needs to be of a certain age and have certain qualifications.

Then... the endorsement fees are all huge sums."

Lu Wenhua and Zhao Nan exchanged glances and smiled.

Marketing Director Zhao Nan said:

“Saint & Great Wall recommended movie star Gong Li, and Black Duke Marketing recommended host Yang Lan.

We thought these two were suitable candidates. They have good reputations and good images, and their professionalism is also very high.”

Xu Chen nodded.

In fact, he also thought about which spokespersons other competitors would nominate.

Gong Li and Yang Lan were just within his expectations.

In fact, there aren't many suitable female celebrities in China after all the searching...

Xu Chen said:

"That's pretty much what I expected. The fees for these two, especially Gong Li, are tens of millions...

This cost level is too low in terms of cost performance.”

He paused, then continued:

"And there is another very important point. These two big names may not accept our product category no matter how much money they are offered."

Zhao Nan nodded:

"Teacher Xu is right, this is what we are worried about.

We were originally thinking of asking whoever of these two was willing to take the job to be the spokesperson.”

She smiled and continued, "Excuse me, Mr. Xu, who is the spokesperson you recommend..."

Xu Chen did not answer, but flipped through the plan on the computer.

A video popped up, it was a music MV:

"Let my love be with you forever...

Are you also waiting for a close lover..."

In the picture, Ren Jing and Fu Disheng are holding an umbrella, showing their affection in the wind and rain...

(End of this chapter)

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