Some people are enlightened, and some are stubborn.
The marketing director was surprised and stunned, but he couldn't accept Lin Baiyao's nonsense. He laughed angrily and said: "Mr. Lin, you have to go to a restaurant to eat, and to a karaoke bar to sing. Each industry has its own rules. For a book
Advertising on TV in a book? It’s nondescript and laughable! Let alone whether it’s worth it, doing so will definitely attract criticism from the cultural circles, and the voices of the cultural circles will in turn affect most of the potential audiences of this book. That consequence,
I wonder if Mr. Lin has thought about it?"
Lin Baiyao smiled and said: "As a director, your understanding of marketing is really at the kindergarten level. It's a new century. Don't stick to the old theories of the early 1990s."
"Haha," the marketing director smiled sarcastically, tilted his head and said, "I'd rather listen to Mr. Lin's new theory for the new century!"
"Forget about new theories, I have no obligation to educate you! I just want to ask briefly, have you ever thought about how popular and popular it will be if you really attract criticism from the cultural world? Oh, you don't understand the word traffic either.
?”
The marketing director was choked and refused to answer the question with a dark face.
He really doesn't understand what traffic means.
Open floodgates to release floods?
"Let's put it this way, there are some old-fashioned criticisms in the cultural world, so you won't spend money to organize a group of enlightened people in the cultural world to debate with them? As long as you spend money, you are afraid that you can't find enlightened cultural people? The louder the debate, the more natural it will be.
It will attract the attention of many domestic media, and they will rush to report it... How much marketing cost will this save us? How many potential audiences will it attract? "
The vice president who spoke before was obviously smarter than the marketing director. He frowned and said with very clear logic: "I understand what you mean, black and red are also red, just like those negative news you hyped up the Twelve Beauties in Dongjiang.
.But books are books and people are people. No matter how much dirty information a beauty has, at least she still has a beautiful figure and face as a selling point. In other words, most of the people who buy golden music CDs do so to satisfy the lowest physical desires.
Those who buy books are different. They are pursuing a higher spiritual world. I will reply to you with Mr. Lin's own words. Regardless of the situation, copying mechanically will not work."
The young female director of the operations department nodded, smiled softly, and said: "Mr. Lin, it is indeed like this. As long as the film and television entertainment industry is heated up, the more black material there is, the more people's desire for gossip will be stimulated. The same cannot be said for book publishing, unless
It can ensure that we are the victorious party until the end of the debate, and turn early criticism into later support. Otherwise, we will kill a thousand enemies and lose eight hundred to ourselves, and the gain outweighs the gain... There is an old saying that goes well, if there is no first place in literature, there is no need for military power.
Without second-guessing, how can one judge the quality of a book through debate?"
Her view of Lin Baiyao has completely changed, and she even has a little admiration for her. Her speech was not the confrontational questioning of the vice president and marketing director, but she raised questions that were lingering in her mind, hoping to hear Lin Baiyao's answers.
"Literati have bad mouths and are stubborn. It is true that you cannot win or lose in an argument with a literati, but there is a simple way to deal with a literati, and that is to take advantage of the situation."
"What kind of momentum can I use?"
Lin Baiyao turned to signal to Ye Xi, who stood up and handed the collected newspaper clippings to Mr. Zhao.
"These are the five recent speeches related to study mentioned above. The first was at Mao Zi's Academy of Sciences conference, the second was at a banquet to receive international students, the third was at the 20th anniversary of reform and opening up, and the fourth was at
At the Science and Technology Innovation Exhibition of the Capital Library, the fifth time was in the cadre financial training class. All five times, learning was mentioned, emphasizing that learning is the path to the inheritance of civilization, the ladder of life growth, the basis for the consolidation of a political party, and the key to national prosperity.
So, how should party and government cadres and masses across the country learn from this?"
Mr. Zhao couldn't restrain his excitement, clapped his hands fiercely, and said: "The revolution of learning!"
"It's the "Revolution of Learning"!"
Lin Baiyao's expression was stern and he said: "As long as we control this tone, we are taking advantage of the situation, taking advantage of the country's big plan. Scholars have a bad mouth but soft bones. I don't think any insect dares to bark?"
These words were full of murderous intent, like a knife being raised against the literati, or a guillotine being pulled against some people in the conference room.
The vice president and marketing director had nothing to object to, while the operations director was completely convinced by Lin Baiyao's speaking skills.
If you can see the leopard in the tube, you can see that a single idea can immediately elevate the knowledge of marketing to a level that others need to look up to.
This is the realm!
The realm of masters!
"Mr. Zhao, how much capital is your company prepared to invest?"
"Between ten million and twenty million."
"not enough!"
Lin Baiyao raised a finger and said: "Announce to the public that we will invest 100 million for promotion!"
Compared with the commotion caused by the proposal of 10 million copies just now, everyone's reaction is obviously much calmer now that 100 million copies are mentioned.
Maybe he's also numb.
This is where strength determines influence. If Lin Baiyao hadn't used all his firepower to suppress all the objections in one go, the process would have reached this point, and the two sides would have continued to argue endlessly.
Mr. Zhao smiled bitterly and said: "With a capital of 100 million, our company currently does not have such strong strength..."
Lin Baiyao also knew in his heart that 20 million should be Mr. Zhao's entire net worth. In addition to the company's assets, it would probably also include his personal savings and real estate.
In the mind of a typical gambler, if you put all your money on the line, you will be financially free, if you lose, you will start all over again.
"The claim of 100 million is not really about investing 100 million, it is just to provide media reporters with material to tell stories. News without stories is not good news. Sales of 10 million copies, investment of 100 million in promotion, two figures,
It’s enough for the media to tell different stories for three days and three nights.”
Lin Baiyao said with a smile: "Modern marketing must get out of the circle. The first thing to do is get out of the cultural circle, which is too niche; secondly, cultural news must be turned into social news, and the attention will rise in a straight line; finally, if we can
If social news is turned into entertainment gossip news, it will be more popular to hear and see, and the communication effect will increase exponentially..."
If you hear the Tao in the morning, you will die in the evening.
Mr. Zhao finally cleared away the haze in his mind, strengthened his will and determination to promote "The Revolution of Learning", and sent an invitation to Lin Baiyao on the spot, hoping to conduct in-depth and extensive strategic cooperation with Galaxy Image.
Lin Baiyao asked Mr. Zhao to clear the conference room first, leaving only the two of them to discuss the next cooperation issues.
Mr. Zhao now obeyed his words and drove everyone out regardless of the objections of the vice president. With a very sincere expression, he said: "Mr. Lin, you can make conditions, but as long as I can do it, I will definitely satisfy you."
Lin Baiyao said: "Brothers still have to settle accounts openly and discuss business. I hope to achieve a win-win situation with Mr. Zhao."
"That's natural..."
"I hope that Galaxy Image can form a joint venture with your company to establish a new company to be responsible for this book promotion business. Galaxy Image is responsible for marketing and will invest in technology, accounting for 40% of the shares. Your company will provide marketing funds and most of the manpower.
60% of the shares."
This condition is extremely harsh. For a plate worth more than 10 million yuan, Galaxy Image actually wants to hold 40% of the shares without paying a penny. There is no one in the world who has done business like this.
After all, Mr. Zhao is a businessman who has been working hard in the business field for many years. He is not impatient when encountering problems. He thought carefully for a while and said: "Mr. Lin, the company is mine, but it is not just mine. This condition,
Even if I agree, it won't pass at the shareholders' meeting. I originally planned to ask you to invest five million to jointly develop this project..."
It may be that the ideas in his plan are completely different from Lin Baiyao's conditions. They are too different from each other and completely out of tune.
Mr. Zhao was a decisive person, so he gave up the original plan and changed his mind, saying: "Or you can make a price, and I can pay you now and hand over "The Revolution of Learning" to Galaxy Image to be responsible for the marketing..."
This is tantamount to technology outsourcing, not joint venture management. If Lin Baiyao is just to make money, then it is not impossible to agree.
But he has big plans and plans to take this opportunity to break into the cultural and entertainment circles, so naturally he won't let go easily.
"Mr. Zhao, I know you will have a way to convince other shareholders, it just depends on whether you believe in my ability..."
Lin Baiyao smiled and said: "Well, let me take a step back. We can sign a gambling agreement. If the sales volume of "The Revolution of Learning" does not exceed five million copies within five months, Galaxy Image will not participate in the final profit dividend. If five
Within the month, the sales volume exceeded 5 million copies. Galaxy Image will receive a 70% dividend based on the shares it holds. When the sales volume reaches 10 million copies, the remaining 30% dividend will be collected. How about that?"
This agreement sounds good, but if it fails, Lin Baiyao's loss will be just three months of wasted time, while his loss will be more than 10 million in real money.
Seeing that Mr. Zhao was still hesitating, Lin Baiyao added another handful of firewood and said: "Mr. Zhao, I think you should not just focus on the profits brought by this book. You should see that this book has reached tens of millions of copies."
Sales volume will bring huge social influence and brand equity value to your company, and will allow your name of Mr. Zhao and the name of the company to go out of Yuezhou and Suhuai, and become a truly large national company. How much is this?
Opportunities that cannot be bought, I can even give Mr. Zhao a thorough explanation. If our cooperation this time is successful, in the next step, I plan to continue to cooperate with Mr. Zhao and strive to promote the development of our two companies within one to two years.
The joint venture company is listed..."
"ah?"
Mr. Zhao was immediately stunned by the big pie thrown by Lin Baiyao. Anyone who starts a company would not want to go public to make money?
Of course, there are some exceptions.
He resigned from a state-owned enterprise and started his own business. He has worked hard for so many years. Although he has accumulated a lot of wealth and is an absolutely successful entrepreneur in the eyes of outsiders, he occasionally looks at the bustling domestic stock market, and how could he not feel excited and excited in his heart?
Extravagant hope?
It's just that it's too difficult to go public in this industry. He knows how much he has, so he can only use his excitement as motivation and bury his extravagant hopes deep in his heart. He never really has any unnecessary illusions.
But now, Lin Baiyao told him plainly: Let's do one thing together and if it succeeds, I will work for you on the next one until it goes public.
If someone else had said this to him, Mr. Zhao would just laugh it off, but Lin Baiyao was different!
Lin Baiyao seems arrogant in his words and deeds, but is actually well-founded, has ideas and means, is extremely capable, and his background is unfathomable - not just anyone can think of collecting the above speech content as a marketing direction -
Without the influence of his family, how could Lin Baiyao have such a keen sense of touch at his age?
Mr. Zhao's expression was gloomy and uncertain.
Lin Baiyao sat quietly, as calm as a mountain.
"Okay, I agreed. But Galaxy Image's shares can only account for 35%. This is my bottom line!"
Lin Baiyao smiled and stretched out his hand and said: "Mr. Zhao, in five months, you will be glad for today's decision! Happy cooperation."