Rebirth of the Industrial Tycoon

Chapter 672 Textbook-level publicity case

With the opening of the Greek Olympics, the world has also entered the Olympic time.

The competition time in Greece is relatively friendly to Chinese audiences, after all, there is only a five-hour time difference.

And the strengths of the Chinese team are basically events held during the day. For Chinese audiences, the daytime in Greece is probably the time after lunch break and before going to bed at night, which is exactly the prime time for viewing.

Therefore, the ratings of the Greek Olympics in China are still very high.

As Chinese athletes overcome difficulties in the Olympics, the commercial value of athletes has also been paid attention to by major companies, especially those athletes who win gold medals, who are even more popular in the eyes of brands.

A brand that mainly produces kitchen appliances has reached the end of get off work time, but the marketing director has called a group of supervisors for a meeting.

"The Olympics are being held recently, and Olympic champions are the most popular figures. We should also take advantage of this wave of Olympic heat to promote our products." The director paused and continued, "The most convenient way is to directly sign a relatively famous Olympic champion as the spokesperson for our brand. I have also inquired about the market in this regard. The price of advertising endorsements by athletes is still cheaper than that of popular stars, and the image of Olympic champions is also better. If you have any ideas, please express them!" Someone immediately said, "Director, we sell kitchen appliances, so I think we should find a female spokesperson, preferably one who looks like a good wife and mother, so that we can match our brand. The brand is more suitable!"

"That makes sense. China's cultural tradition is that men work outside and women work inside. If men cook, it will be less persuasive to consumers. On the contrary, using female athletes as endorsements will definitely have a better effect."

The director nodded and asked, "Do you have any suitable candidates for female athletes who are good wives and mothers?"

Immediately, someone said, "Director, what do you think of Du Li? She won the first gold medal for our Chinese team in the 10-meter air rifle shooting event.

The first gold medal is of great significance. People always remember the first place and ignore the second place. For example, the world's highest peak is Mount Everest, but who knows what the world's second highest peak is!"

"Q2!" someone whispered.

The person who spoke before was a little embarrassed. He continued, "Then let me put it another way. Everyone knows that the world's longest river is the Nile River, but who knows what the world's second longest river is!"

"It's the Amazon River, which is easier to remember than the Q2 just now!" Someone else whispered.

"Everyone knows that the first man to land on the moon was Armstrong, so who can remember the second man who waited and begged for it!" The man said, looking at the speaker just now with a provocative look, as if to say, you have a book to tell me the second person to land on the moon! However, someone next to him quietly raised his hand and whispered: "It was Aldrin!" "How come someone even remembers such a thing? There is one more useless knowledge." The man immediately had an MMP expression. The director coughed dryly and said: "Okay, this is not a knowledge quiz! We are talking about serious things today!" The director pulled the topic back and said: "Du Li is beautiful and has a very good image. She is not inferior to those movie stars. She is indeed very suitable to be a brand spokesperson. What do you think?" "Du Li is indeed very suitable, but when I watched TV these two days, I have seen her advertisement. It seems that she endorsed the puppy microwave oven." Someone said. "There is already an advertisement? Have the people from the national shooting team returned to the country? So soon? I haven't seen any news about this!" The director said. "The shooting team should not have returned yet, and even if they did, it would be too late to shoot and place an ad in such a short time. I guess this ad was shot before the Olympics started." The man said.

"That is to say, Xiaogou Electric predicted that Du Li would win the championship before the Olympics started? Then they shot her ad in advance." The director nodded slightly and continued:

"This is normal. Du Li is the world record holder in this event. There is definitely a high probability that she will win! But since she has already endorsed Xiaogou's microwave oven, it is not convenient for us to find her to endorse it again.

Microwave ovens are also kitchen appliances. If we find the same spokesperson, it is easy for consumers to confuse the brand. The key is that Xiaogou Electric's ads have already been released!

If consumers are confused, they will also think of Xiaogou Electric first, which will greatly reduce the publicity effect for us. So we will still choose other candidates!"

"Director, what do you think of Guo Jingjing? She has already won a gold medal in the women's double springboard. There is also a single event next. She will most likely win the championship!" Someone else suggested.

The director nodded: "Guo Jingjing is beautiful and has a good image, not inferior to those movie stars at all! And she has won so many gold medals before, and she is also very famous. She is very suitable to be a brand spokesperson!" "Director, I seem to have seen the advertisement endorsed by Guo Jingjing, it is for Xiaogou's soy milk machine, and it was inserted into the CCTV Sports Channel 5 during the broadcast of the Olympic Games." Someone immediately spoke up.

"What? We were overtaken by Puppy Electric again?"

The director suddenly looked depressed, and then said: "This is normal. After all, Guo Jingjing is the queen of diving. In the women's springboard event, she is definitely the best in the world. Her gold medal has long been counted in our Chinese team. Anyone who usually pays attention to diving will definitely predict her to win the gold medal.

But since other home appliance brands have already approached her as an endorser, and the ads have been broadcast on CCTV during the Olympic Games, it would not be appropriate for us to seek her as an endorser again. Do you have any other choices? "

"Director, I think we can find table tennis players. Wang Nan and Zhang Yining are both suitable!" someone else said.

"It makes sense. After all, table tennis is a national sport, and table tennis players are also very well-known. Looking across the country, everyone knows Wang Nan and Zhang Yining. If we find them as endorsements, it will greatly improve our brand awareness. "The director said.

However, someone immediately poured cold water on it: "Director, Puppy Electric seems to be one of the title sponsors of the national table tennis team. It seems that the contract was signed before the national team went to the Olympics. I remember reading the news at the time that Puppy In addition to sponsoring the national table tennis team, Electric Appliances also sponsored the women’s volleyball team!”

"Why is it Puppy Electronics again!" The director leaned on his chair weakly.

At this moment, someone's phone vibrated, as if a text message had arrived.

The man picked up his phone and looked at it, and said with a face of surprise; "Director, in the women's doubles tennis, our Chinese team's Li Ting and Sun Tiantian won the championship! Before this, our country has never won an Olympic tennis gold medal. This is a major breakthrough in history!”

"Really? Show it to me!" The director reached for his phone. There was a text message news on it, which introduced that Li Ting and Sun Tiantian won the Olympic women's tennis doubles championship.

In the era of smartphones, people want to read news, and there are various news apps.

However, in the era of feature phones, many people still have black and white screens and cannot even receive MMS messages, let alone read news apps.

Therefore, SMS news came into being. If you pay a certain amount every month, the operator will push current news to customers in the form of SMS.

There is even a text message that sends a bunch of news catalogs to you. If you reply with a letter, the news will be sent.

There are many scam advertisements and prevention and control tips in text messages nowadays, but there is no such thing as text message news.

At that time, there was even a text message service for watching NBA live broadcasts. It was probably like a simplified version of the current text live broadcast. A text message was sent over half a day to talk about the scores of the two sides, which stars scored and so on.

But even if the conditions are so simple, many fans still enjoy it, staring at their mobile phones all the time, waiting for text messages to report the score. If you see the team you support score again, even if you don't know how, you will feel full of joy.

At that time, there was a live broadcast of the NBA on CCTV, and there was also an activity to win sneakers, jerseys and magazines by sending text messages to a certain number. Sending the letter A represents the home team, and the letter B represents the away team. A text message costs one yuan, as all old fans should know.

A certain idiot Internet writer named Guan Guan often sends text messages, and the money he gets cheated out of text messages every year is more than what it costs to open a Tencent Sports membership now. As a result, let alone winning sneakers, I didn’t even see any shoelaces!

Closer to home, when the director saw the text message news, his face suddenly lit up with joy.

"Although Li Ting and Sun Tiantian are not very well-known, far behind Guo Jingjing and Wang Nan, tennis's first gold medal, such a major breakthrough, will definitely be highly publicized."

The director took a deep breath and continued, "We can sign these two athletes as spokespersons! And this gold medal is an unexpected surprise. No one would have thought of it before the game. I don't believe that our country can win the women's doubles tennis event." Puppy Electric can also sign them up in advance!”

The director said, looked at everyone, and continued: "Do you have any other more suitable personnel? If not, we will finalize these two people as our spokespersons!"

"no comment!"

"Listen to the director!"

“We will do whatever the director says!”

Everyone reached a consensus instantly.

The director smiled and nodded, then looked at his watch, and then said: "Okay, it's getting late. This will delay everyone's meal today. Let's go to eat hot pot. I'll treat you!"

The director is also a leader and asks his subordinates to work overtime and hold meetings. Naturally, he has to give everyone a taste of the sweetness to prevent everyone from complaining.

Having a meal together, having a good meal, can also be used as a team building, and by the way, it can enhance the relationship between colleagues.

So everyone came to the hot pot restaurant one after another.

The business of this hot pot restaurant is very good. When it is busy, you have to queue up to wait for a table. In order to prevent the customers in the queue from being bored, the hot pot restaurant also specially prepared a TV for customers to entertain themselves.

At this time, the broadcast of the Olympic Games was being played on the TV. In addition to the customers queuing up, there were even some customers who had finished their meals and other idle people gathered around to watch the Chinese team's game.

After a game, the screen switched to commercials.

Two female tennis players appeared on the TV screen, it was Li Ting and Sun Tiantian who had just won the championship.

"Usually playing tennis, being outdoors all day long and being exposed to the wind and sun will cause more damage to the skin."

As soon as the screen turned, a facial steamer appeared in front of the two Olympic champions, and the narrator continued to read the advertisement: "Fortunately, we have a puppy facial steamer, which keeps the skin moist and locks in skin nutrients..."

When the director who was waiting for his seat saw this scene, his whole face turned purple!

"What's going on? The front foot just won the championship, and the ads for the back foot are already out!

Isn’t the gold medal in women’s tennis doubles an upset? Couldn't no one have predicted it? How come this was also guessed by Puppy Electric! "

Seeing the director standing there with an embarrassed look on his face, the expressions of his subordinates suddenly became bitter.

"Director, do we still want to eat this hot pot?" asked a person without a wink.

"What else are you going to eat? Go back to the meeting!" the director roared angrily.

…

Before the start of the Olympic Games, Wang Jiuyang selected a large number of athletes as spokespersons, but in the end it was Li Weidong who made the final decision.

Li Weidong relied on the memory of his previous life to select a bunch of Olympic champions, and then added unpopular events such as women's tennis doubles.

The result is that Puppy Electric's advertisements are constantly flooding the TV channels, and every advertisement has the latest Olympic champion.

This kind of publicity effect is unprecedented. When athletes first win the championship, it is the time when the popularity is the highest. Many athletes were originally unknown, and ordinary people did not know who they were.

But as soon as he gets an Olympic gold medal, he will immediately become a popular figure and the focus of the media. Almost all major media will be obsessed with this athlete.

At this time, placing an advertisement endorsed by this athlete will have a very profound impression on consumers. The audience in front of the TV will unconsciously associate the product endorsed by the champion player with the Olympic gold medal. Every time they think of this medal in the future, If you have a gold medal, you will think of the products he endorses.

Not long after, Liu Xiang won the 110-meter hurdles championship at the Athens Olympics, and the next day, not only TV media, but also various paper media, all advertisements for Liu Xiang's endorsement of Puppy Electric were published.

The effect of this wave of leaflets was so strong that the brand value of Puppy Electric instantly rose several levels, becoming almost the most well-known home appliance brand in the hearts of ordinary people.

At this time, domestic colleagues and those who are experts in marketing planning all realized that the advertising campaigns made by Puppy Electric using the Olympic Games were perfect to generate popularity and could be used as cases to be explained in MBA courses.

However, this wave of promotion of Puppy Electric did not end with Liu Xiang winning the championship. This classic promotion case has yet to be finished in the last lesson.

A few days later, in the women's volleyball final of the Athens Olympics, the Chinese team completed a comeback by winning three consecutive games after losing the first two games.

The Chinese women's volleyball team won the championship!

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