Rebirth: My dad is too obedient

Where did Chapter 306 come from?

Liu Wenqin's proposal was obviously well received.

From an outsider's perspective, Xu Chen, who was reporting right behind him, must have been under a lot of pressure.

After all, Liu Wenqin has already "taken the lead" and seized the psychological recognition of customers.

Since there were no major problems with Liu Wenqin's proposal, it would be extremely difficult to completely change the customer's judgment and preference.

This is also the weakness of the report that follows.

……

Pang Ming and He Dachang looked at each other and were obviously worried about Dongchen Advertising's plan.

After all, BBDO has already come up with something so “reliable”…

Especially He Dachang, he still felt some regret in his heart.

He was not feeling sorry for Dongchen Advertising, but for not being able to sign Xie Bingran.

Dongchen Advertising failed to win the bid today, which means it cannot push forward the signing of Xie Bingran.

He Dachang was very serious about finding Xie Bingran to be his spokesperson.

The most important thing is to value the potential of Xie Bingran's commercial value. Moreover, in the previous user survey, Xie Bingran's customer preference is also very high.

It’s a shame that Jeep can’t use this cool and charming spokesperson for this wave of promotion…

After Liu Wenqin sat down, several subordinates beside him came over with smiles and whispered, most of them saying flattering words like "Congratulations, boss".

Amy Sun adjusted her round-framed glasses and looked up at her boss, her face showing obvious worry.

……

Xu Chen stood up slowly.

He took the page turning controller and spoke slowly:
“Thank you, Mr. Vincent, for teaching and learning a lot for us, the younger generation in the advertising industry!”

The opening is a few useless "flatteries", the purpose of which is to follow up the previous emotions and provide a buffer and transition.

"'Off-road, off-road life'...

It is indeed a very clever slogan. As a practitioner in the advertising industry, I have to give it a thumbs up.

If I were to choose, I would choose this slogan without hesitation."

Pang Ming and He Dachang looked at each other with a hint of surprise on their faces. Could this be a sign of "surrendering" right away?
Liu Wenqin was stunned for a moment, but showed a hint of disdain. He probably thought that the young man in front of him was too spineless.

Sun Amy felt that the topic was not right, and she couldn't help feeling embarrassed and lowered her head slightly.

Xu Chen looked normal, but suddenly changed the subject:
"It's a pity that the one who made the final choice was not me..."

He looked at Pang Ming and He Dachang in front of him again:
“Actually, it’s not Mr. Leo and Mr. Andy from the brand.

The final decision is always made by the real consumers.”

He paused for a moment, then continued:
“Advertising slogans are ultimately about communicating with consumers, and our consumers need to understand and comprehend them immediately.

And instantly captured the value of the brand and product..."

“Vincent just mentioned it very well in his summary report. Our target group is middle-aged men with successful careers.

But have you ever actually seen what the most typical and most common "middle-aged men with successful careers" look like in mainland China? "

"The so-called 'middle-aged men with successful careers' in mainland China are mainly those born in the late 60s and 70s, who were the first to get rich after the reform and opening up.

In fact, there was a saying back then, "Tsinghua University and Peking University are not as good as courage!"

"We are in Shanghai, we all went to good universities, some of us are returnees from overseas, and we are high-end people from Hong Kong and Macau...

We stay in a high-end office building, and the "successful middle-aged men" we usually come into contact with are mostly elite white-collar workers like Mr. Leo and Mr. Andy.

but……

How many people like this are there in the country and on the mainland?

Our largest and most core target users are the so-called "successful middle-aged men" in China, many of whom may not even have attended college.

Perhaps in the eyes of the elites, they are just a group of "local bosses" who graduated from technical secondary schools or high schools.

But he took advantage of the times, and with the courage to take risks and work hard, he made great progress...

That means making money!

It means you can buy a car worth hundreds of thousands, and you can buy a purely imported Grand Cherokee!

I just like big trucks! I also need to drive big trucks to construction sites and projects!

I just want to save face! I just want to be the big brother!"

Xu Chen paused again and said:

"With this group of target users, we communicated with them the spiritual core of life and off-road in the advertising slogans...

Does it really make sense?

Maybe they just want us to tell him:

Why should I buy a Jeep?

What is the advantage of Jeep compared to other off-road vehicles? "

“Just ask…

Can the slogan "Off-road, live a better life" answer their two questions? "

After the words were spoken, 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 interested.

What Xu Chen just said was equivalent to instantly overturning Liu Wenqin's proposal.

This is naturally also Xu Chen’s proposal competition strategy.

Liu Wenqin had the advantage of "first impression", so Xu Chen needed to eliminate this advantage of the opponent right from the start.

At least let the client feel that Liu Wenqin's plan is not perfect, has weaknesses and can be questioned, so that Xu Chen's subsequent proposal may be accepted.

The most important thing is that what Xu Chen just said makes sense, especially the last few sentences...

Advertising, in the end, is still about sales.

No matter how clever the slogan or how beautiful the commercial is, it will be meaningless if it doesn't bring sales.

In fact, the Jeep brand has also conducted user research.

Just as Xu Chen said, those who can or may buy the "Grand Cherokee" are the so-called "local bosses".

As for the so-called “urban elite white-collar workers”, they were, after all, only a minority in mainland China in the early 2000s.

Of course, all of this needs to be verified after the product is launched on the market.

But the overall user base of the mainland off-road vehicle market is indeed as Xu Chen said.

The core questions facing users:

“Why should I buy a Jeep?

What is the advantage of Jeep compared to other off-road vehicles? "...

It seems that the slogan "Off-road, more life" really cannot be directly answered.

And to that group of target users, it is indeed a bit "confusing and incomprehensible".

……

Liu Wenqin remained silent, his expression turning somewhat ugly.

He also didn't expect that Xu Chen would go over his "proud plan" before he started proposing it.

The key point is that all of them hit the vital point, leaving Liu Wenqin speechless.

In fact, these foreign creative people in Hong Kong and Taiwan really know very little about domestic consumers, and often do things that are too far away from the consumers' cognitive level...

Liu Wenqin remained silent, but was also thinking about how to refute.

……

Sun Amy turned her head and looked at Xu Chen, little stars twinkling in her round eyes.

Boss, you are so handsome!

Just now it seemed that the other party's proposal was about to be approved, but with just a few words you made them worthless? !
The key point is that what you said makes a lot of sense!

……

……

At this moment, Liu Wenqin finally frowned and said:
"What Teacher Xu Chen said makes a lot of sense!

but……

After all, advertising promotion is three-dimensional. Our slogans and commercials belong to "high-altitude publicity" and need to have a certain height and style.

As for the words that persuade users to buy, it is more on the sales side! "

Xu Chen looked normal and explained:

“Vincent always says it well, advertising is three-dimensional.

But no matter how three-dimensional the communication is, the most important, core and the sentence that users are most exposed to is still the slogan.

So, with this slogan, why should we waste the communication opportunity and not tell users what they care about most and answer their questions directly?
At the same time, we answer the questions that users care about most, telling them why they should buy Jeep and why Jeep is better than other cars...

It doesn't mean that the height and style will be lowered.

In my opinion, it is possible to have both.

In addition, the height and style are more dependent on advertising films and spokespersons, which is also the core purpose of hiring spokespersons.

And advertising slogans need to be more universal.

It must have both high standards and be able to solve communication problems on the sales side.

A good slogan can be used in commercials and can also be said by salespeople when selling cars!

Let's take an extreme scenario. A salesperson at our 4S store recommends a car model to a customer and tells him:

You want to buy a Jeep, because 'off-road, live a better life'...

Isn’t this embarrassing?”

After the words fell, Pang Ming and He Dachang couldn't help but laugh.

Liu Wenqin's face, which had always been calm and gentle, finally became noticeably ugly.

He still forced himself to smile:

“Then I am really looking forward to Mr. Xu Chen’s slogan.

It should have both height and style, and also the tone of sales...

It’s really hard for me to imagine there would be such an advertising slogan.”

……

Seeing that the situation was somewhat tense, Brand Manager Yan Chuan quickly came out and laughed, saying:

"We are running out of time, so we'll put the Q&A and discussion aside. Let's listen to Teacher Xu Chen's report first!"

……

...Having said this, the weaknesses and doubts of Liu Wenqin’s previous “preemptive” plan have basically been exposed.

At the same time, it also laid some crucial groundwork for Xu Chen's subsequent plan.

Xu Chen then flipped through the PPT again and continued:
"I just talked about a scenario where a user went to a 4S store to look at a car...

in the country, buying a car worth four or five hundred thousand, five or six hundred thousand is, after all, a big consumption item.

Users will definitely not only look at one car...

When consumers enter a Jeep 4S store to look at the Grand Cherokee, they will definitely have other models in mind for comparison.

Pajero, Tucson, Prado, CR-V, Touareg...

So the question is, from low-end to high-end, from hundreds of thousands to millions, with so many off-road models, why choose Jeep?"

"The core strategy of Dongchen Advertising is to give this question a powerful answer..."

“What is an SUV?
In the mainland market, the term "off-road vehicle" was actually a later term, and it was originally called a jeep.

And how did the Jeep come about?

I think Mr. Leo and Mr. Andy should know it best!

The name of the vehicle is Jeep because the first off-road vehicle to enter the mainland was Jeep!

We can even say that the domestic off-road vehicle model was first defined by Jeep.

It started during World War II and was introduced into the mainland market in the 80s.

With war and glory, this is JEEP.

Jeep was one of the earliest car companies to enter the domestic market, and the Grand Cherokee was also one of the earliest cars produced under a joint venture.

Jeep is the starting point of jeep cars, or off-road vehicles, in the mainland market.

A mark of an era.

We have such brand glory, why not communicate with our customers?

We have such an amazing brand story, why not tell it to our customers?"

"In 2006, the Grand Cherokee entered the domestic market as a fully imported model.

Our goal is undoubtedly to be the number one large, all-round SUV! "

Xu Chen paused for a moment.

Similarly, it is to allow the audience to digest and accept the persuasive logic just presented.

It is obvious that Pang Ming and He Dachang, the two client bosses, were moved when they heard the word "first priority".

Xu Chen continued:
“Back to the original question…

When users start choosing a car, faced with a bunch of off-road models on the market, why should they choose Jeep?

We need to tell users:
There are many off-road vehicles, but Jeep is unique.

In a sense, off-road is Jeep, and Jeep is Jeep.

Jeep is the originator and the symbol.

It has the purest bloodline.

It ushered in the era of Jeep, 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.

A few lines of text appeared on the projection:

[Not all experiences are called legends]

[Not all subversion is called creation]

[Not all times are called eras]

【because……】

[Not all jeeps are called Jeep]

……

……

The text changed, and the top few lines gradually disappeared, leaving only the last sentence:

[Not all jeeps are called Jeep]

Xu Chen said:

“This is the slogan proposed by Dongchen Advertising:

Not all jeeps are called Jeep."

“We are unique, we are pure blooded.

We were once an era, and we will create the next era!
If someone asks you, there are so many off-road vehicles and jeeps, why choose Jeep?

You can proudly tell him:

because.

Not all jeeps are called Jeep! "

……

……

Xu Chen had finished his report, so he picked up the water on the table and took a sip.

The conference room fell into silence.

Pang Ming stared at the line of text on the screen, his expression somewhat moved.

He Dachang on the side was obviously a little excited, but when he turned around to look at his boss Pang Ming, he suppressed his emotions and did not speak.

But his eyes were still full of eagerness as he looked up at Xu Chen.

Liu Wenqin's expression has changed several times, and at this moment his brows are slightly furrowed, as if he is still thinking carefully.

The four subordinates behind him were all stunned.

Actually...

Is it still possible to propose this?

Surprisingly, after defeating Vincent's overall plan, he came up with something so impressive? !
[Not all experiences are called legends]

[Not all subversion is called creation]

[Not all times are called eras]

【because……】

[Not all jeeps are called Jeep]

This is just as the foreshadowing of "Teacher Xu Chen" before, it is really high-level, stylish, and classy...

At the same time, the last slogan is enough to carry out the sales talk for consumers to choose.

And the most important thing is that even a local boss who has not read much can understand and comprehend this slogan that is "clear but powerful".

In every sense, it is indeed much more convincing than "The Life of Yue".

This group of young advertising professionals, who have also just entered the industry, really had their eyes opened today.

They joined BBDO with a filter of international 4A and admiration for creative people from Taiwan and Taiwan, and they still looked down on or even despised mainland advertisers and advertising companies.

But today, this "Dongchen Advertising" whose name I have never heard of, this young creative director who doesn't even look like he is 20 years old, actually made me feel ashamed.

Not only was he good at speaking, he also dispelled Vincent's "brilliant plan".

And they also came up with a very convincing and motivating plan...

Where on earth did this person come from?!

……

Sun Amy 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 carefully close the lid.

Teacher Amy thought to herself:
Following Teacher Xu Chen to join Dongchen Advertising is probably the best decision in my life!

……

Seeing that no one responded, Xu Chen smiled and said:
"Part 1, about basic advertising strategies and slogans...

The above is the entire proposal of Dongchen Advertising. ”

Having said that, he sat back down obediently.

……

Pang Ming was stunned, as if he was still pondering it carefully.

He smiled and looked at He Dachang, 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 beside him:
"Boss Andy, has Xie Bingran's endorsement contract been almost drafted?

I should contact Director An and Director Li as soon as possible...

I think we should push forward quickly and stop wasting time!"

After the words were spoken, many people in the room were stunned, wondering why the "big boss" suddenly brought up the matter of spokespersons.

He Dachang understood instantly and said with a smile:
"Okay, boss. I'll get this sorted out after the meeting today."

The previous "stuck point" for Xie Bingran's endorsement was Dongchen Advertising.

And now, Pang Ming said that he wanted to push forward Xie Bingran's contract, which naturally means that he has approved Dongchen Advertising's proposal.

Liu Wenqin and other colleagues from BBDO gradually understood what was happening and their faces turned grim.

Especially Vincent Liu Wenqin, who was still trying hard to keep smiling, but his aura was obviously reduced by more than half.

Sun Amy adjusted her round-frame glasses, as if she had just realized what was happening, and looked at her boss with a look of surprise.

This is a little too incredible.

The proposal has only been reported halfway, and the subsequent commercials have not been submitted yet. Has it been finalized?!
Xu Chen just smiled indifferently, as if he had expected it.

……

Pang Ming looked very happy and asked Xu Chen to turn back the PPT page and return to those parallel sentences.

He studied it carefully, and it was obvious that he liked it more and more.

"Legend", "Pioneering", "Era"...

In his previous life, Xu Chen had many experiences of "bragging" in his reports to clients. He naturally knew that almost no client would dislike such high-end and impressive words.

Pang Ming coughed and said:

“Look, do you have any other questions or comments?

Anyway, I really approve, like and agree with it! ”

　Thanks to Sleeper0916 boss!

　　
　
(End of this chapter)