Chapter 307: Red envelope rain, novel cooperation plan
Su Zelin knew what Xu Guorong was thinking by observing his words, so he struck while the iron was hot.
"Actually, I have always felt that the advertising potential of the Spring Festival Gala has not been fully explored, which is a pity. At the same time, New Century also hopes to take the opportunity of the Spring Festival Gala to go nationwide, so I came to your station to discuss the possibility of in-depth cooperation!"
"If this new model of cooperation is successful and the advertising effect is very good, the Spring Festival Gala is likely to jump directly from the 100 million yuan era in 2002 to the 200 million yuan era!"
"When Taojin launched its value-added services, we invested five million as a pioneer, which gave Taojin a good start in its value-added services. Now its revenue situation in this area is very good. To put it bluntly, in our new century
There is a certain amount of credit!"
"I also hope that we can create an era of 200 million yuan in advertising revenue for the Spring Festival Gala with your station in the new century!"
The gangster smiled with a big smile, but it hit Xu Guorong's pain point.
It took nearly 20 years for the Spring Festival Gala to go from receiving a sponsorship of RMB 6.88 million for the first time until its revenue exceeded the RMB 100 million mark.
Based on the current situation and annual advertising revenue growth, if there are no accidents, it will take many years to break through the 200 million mark.
But now the new century has brought an opportunity to the Spring Festival Gala to double its revenue after two years, and Xu Guorong could not help but be tempted.
However, he still hesitated.
Naturally, TV stations also want to increase advertising revenue from the Spring Festival Gala, and no company will say no to performance.
However, the purpose of the Spring Festival Gala is to entertain the common people after all. We are afraid that the other party will put forward too many conditions, making it too commercial and attracting criticism, which will defeat the original intention of hosting this program.
This is also the reason why the exposure rate of the Spring Festival Gala advertising cooperation and sponsorship brands has been so low for so many years. Compass watches only have a pitiful zero o'clock time.
Su Zelin winked at Yang Fen, who took out a piece of paper from his briefcase and handed it over: "This is the advertising cooperation plan we have drawn up. Mr. Xu, please take a look at it."
That's right, this massive project involving 200 million yuan has only one piece of paper in its plan.
This is a little trick.
Su Zelin did this for a reason.
He understands the concerns of the TV station.
If you come up with a detailed plan that is dozens of pages thick, the other party may reject it directly if it seems to have a lot of conditions.
Therefore, the simpler this plan is, the better. In fact, even if Su Zelin really puts forward many conditions, he will only simplify it to a piece of paper, which will give the other party the illusion that the conditions are not many.
Of course, the specific plan cannot be that simple, but we can wait for the other party to agree and reach cooperation, and then we can discuss it in further detail.
Take advertising placement as an example. Even if New Century doesn't mention it, the TV station will take the initiative to ask, which program do you plan to insert this advertisement into, and do you need any products as props?
But that’s for the future, and it shouldn’t be too complicated to show Xu Guorong.
Sure enough, Xu Guorong suddenly became energetic. He also felt that this mere piece of paper could provide many conditions, so he took it and started browsing.
However, he found that the conditions offered by the new century were really few.
Just three o'clock!
The midnight chime and the placement of advertisements in the program were both expected by Xu Guorong.
The third item is the highlight and involves the most content - sending red envelopes.
During the Spring Festival Gala, the TV station needs to launch a text message blessing activity for the audience, and work with New Century to randomly distribute three rounds of red envelopes totaling 88.88 million to the audience.
The minimum of these red envelopes is 88, and the maximum is 8888. However, they can only be used for deduction when purchasing digital and digital-related products in New Century stores. You can use your mobile phone number and official text messages to make purchases in the store.
Of course, the 88.88 million yuan is the extra money spent by New Century and has nothing to do with the 200 million sponsorship.
To put it bluntly, this is a marketing campaign that has changed direction.
However, it is novel.
Although this is a routine commonly used by Internet giants in later generations, such as Weixun, Zhiweubao, Ferry, and Douyin, it is just a new thing now.
In addition to being novel, it is also very festive.
As we all know, it is the custom of the Xia Kingdom to give out red envelopes during the Spring Festival.
The TV station distributed red envelopes to people across the country, everyone was happy, and the commercial atmosphere was weakened as much as possible!
Naturally, ordinary people will not be disgusted with such advertisements.
At the same time, because of these three rounds of red envelope rain, the New Century's presence in the minds of ordinary people has also been fully enhanced, which is countless times better than advertising effects such as midnight timekeeping!
In fact, even if there is no zero o'clock time signal and program advertisement placement, this alone is enough.
Although this plan is simple, it cleverly grasps the psychology of the TV station.
Su Zelin is very sure that the other party will agree.
After all, you are borrowing money from the New Century to send red envelopes to the people, and you don’t have to pay a penny. This marketing method is not vulgar, but it caters to the atmosphere of the Spring Festival. Why not do it?
I quickly read the entire cooperation article, after all, it didn’t contain much content.
"It's a good idea to give out red envelopes."
Although Xu Guorong simply gave a review, Yang Fen and Kang Baohong were overjoyed.
The boss affirmed the most important one, which shows that he also has intention and thinks this cooperation model is feasible.
"But..."
Xu Guorong changed his tone: "This is not a trivial matter. I have to hold a meeting with other people to discuss it and give you a reply within three days!"
"Okay, then just wait in Yanjing and wait for the good news."
The three of them stood up to say goodbye. They also knew that Xu Guorong was busy and did not waste much of his time.
In fact, after talking about the whole thing, it only takes a cup of tea.
During this period, Kang Baohong didn't dare to speak much. He had to be careful about what he said in this kind of situation. He was afraid that he would say the wrong thing.
During my stay in the capital, I was not idle. I took the time to find the person in charge of Yanjing to learn about the establishment of the directly-operated store here.
To enter the national market, the capital is naturally a strategic location for merchants. A few years ago, New Century opened at least two directly-operated stores in every district of the capital. The task was arduous. The person in charge of Yanjing even had dark circles under his eyes. You can tell
Really attentive.
Kang Baohong was a little anxious. Although he had been the general manager of New Century for several years and was no longer an impatient rookie, this cooperation was of great importance and was one of the company's most important strategic steps. He really hoped that the TV station would nod.
.
Yang Fen was a little more cautious. He was determined to win this cooperation in the new century. If the first plan failed, there would be a second and third plan as backup, but the exposure and marketing effect would definitely not be as good as the first plan.
As long as you lower your conditions and aim for a high sponsorship of 200 million, there will always be a TV station that will agree.
Of course, if the TV station has no objections to the first plan, that would be perfect.
In fact, the three of them did not wait too long and received a call from Xu Guorong the next afternoon.
"I just called some other people in our station to a meeting, and they all expressed their approval. If the three bosses are free, they can come over and sign the contract at any time!"
After all, it is a big business. If the cooperation is reached, New Century will also be the largest financial backer of the TV station this year, so Xu Guorong attaches great importance to it and acts quickly.
After discussion, they couldn't refuse New Century's cooperation plan. After all, the offer was too much, and they nearly doubled the sponsorship for the Spring Festival Gala.
If this model succeeds, not only this year, but also in the future, major companies will offer at least 200 million to talk to TV stations about sponsoring the Spring Festival Gala.
In addition, the advertising model of sending out red envelopes provided by the other party is also very reasonable, which prevents people from complaining about excessive commercial atmosphere, so the leaders of other TV stations think that this plan is feasible.
"That's great, Mr. Xu, our hotel is near your headquarters. Why don't we choose a different date, or now?"
Su Zelin suggested.
"Okay, then I'm waiting for the three bosses to come!"
After hanging up the phone, Su Zelin said two words to Yang Fen and Kang Baohong who were looking at him: "Done!"
"Great!"
Kang Baohong was so excited that he almost danced.
I immediately left the hotel and headed to the TV station headquarters building. This time, in addition to Xu Guorong, I also met several other TV station bosses.
After a casual polite exchange and getting to know each other, Yang Fen took out the contract he had prepared for everyone to review.
There are no tricks in contracts. No company dares to play tricks on contracts with state-owned enterprises of this level. Otherwise, it is digging your own grave. If you really offend others, you can be tricked to death.
Not only is there no trick, New Century is even very generous. As soon as the contract is signed, 288.88 million will be immediately transferred to the other party's corporate account.
This surprised everyone on the other side.
After all, there are still two months until the Spring Festival Gala.
Based on previous experience, sponsors usually give a few percent of the deposit as a deposit, and the remainder will not be transferred until the agreed deadline.
After all, this is a huge sum of money that can easily reach hundreds of millions. Even if it is placed in a bank, the monthly interest will be in the millions.
Unexpectedly, this company was so forthcoming. Not only did they agree to pay the sponsorship fee immediately, but they also handed over the 88.88 million Spring Festival Gala red envelopes in advance. They had never seen such a generous sponsor.
Su Zelin naturally had his own ideas in doing this.
In this way, New Century has won the goodwill of the TV station, and may proactively provide companies with higher exposure through advertising placement and three waves of red envelopes.
If nothing else, TV stations may have more news about the new century in the future. These are all invisible effects.
When it's time to be prudent, the gangster can make the most of a small amount of money. When it's time to be generous, he is never stingy. This is the correct way to do business.
If you act like an iron rooster at any time, it will be difficult for a company to develop, and it will be even harder for it to develop at a high speed. It is not good to be too ambitious and take advantage of you. The balance between the two must be carefully grasped.
On the day the cooperation was concluded, the TV station invited the three of them to a meal, which was also Xia Guo's custom.
The biggest financial sponsor of the year is so cheerful and comes all the way from Shenghai, so I have to treat him with both affection and courtesy.
The next day, Kang Baohong woke up in bed at three o'clock in the morning.
His drinking capacity is not bad, but he drank a little too much last night. Firstly, he was in a happy mood, and secondly, he wanted to respect the leadership of the TV station. He had to toast a few more glasses, but in the end he drank. After thinking about it, it seemed that it was Su Zelin and Brother Yang who were left together.
As soon as Kang Baohong helped him back to the hotel, he felt a little embarrassed and felt that his drinking ability needed to be improved.
Fortunately, my wine is pretty good, so I pour it back and forth, so I won’t talk nonsense.
At this time, the cell phone on the bedside rang. When I saw it was Yang Fen, I thought it was the other party asking me to get up and eat, but unexpectedly I received another good news.
"Lao Kang, have you gotten up?"
Brother Yang said excitedly: "The TV station has made an announcement, announcing that our New Century will be the exclusive partner of this year's Spring Festival Gala!"
"What, so fast?"
Kang Baohong woke up instantly.
"Yes, the announcement has just come out and is still hot. Take a look, haha!"
In fact, Brother Yang and Su Zelin didn't expect the TV station to be so fast, but after thinking about it, they weren't too surprised.
Because the TV station has adopted a bidding situation for the Spring Festival Gala in recent years, this year it suddenly canceled the bidding and directly negotiated with people for exclusive sponsorship. Naturally, the sooner the news was announced, the better, lest the bidding time was approaching, and they said to the outside world that we would not be doing this this year.
The tender has been invited and has been negotiated with New Century. Other companies that have already prepared their money to bid will complain, so the news must be announced as soon as possible.
"Okay, I'll take a look online!"
Kang Baohong hung up the phone and got up excitedly.
He brought a laptop with him on this trip so that he could handle business at any time. There is an Internet cable in the hotel, and he can access the Internet after connecting it.
Turn on the computer, log on to the
Click in to see the details. Kang Baohong couldn’t help but smile.
This trip to Yanjing was really not in vain!
It's a bit distressing to spend nearly 300 million, and only the boss has such courage. If it were me, I wouldn't even dare to think about it.
However, he believed in Su Zelin's decision. Kang Baohong discovered that with the development of the new century to this day, all the big and small decisions made by this big boss are extremely wise, as if he never makes mistakes, and there are countless clever moves.
If nothing unexpected happens, after this year’s Spring Festival Gala, New Century will be well-known in Xia Country and become a well-known national enterprise.
After reaching the cooperation with the TV station, Xiao Yang and Kang Baohong returned to Shenghai on the same day. After all, they had stayed here for a few days, but Su Zelin chose to stay one more day before leaving.
He made an appointment with Zhao Mingxuan.
Before Su Zelin called the man with glasses, the other party called first.
"Damn it, Su Zelin, you came to Yanjing to talk about sponsoring the Spring Festival Gala?"
Zhao Mingxuan's tone on the phone seemed very shocked, and he even said a curse word.
Before boarding the plane, Su Zelin told him that this business trip to Yanjing was for a small matter.
"Yes, you know?"
Su Zelin thought that this guy was well-informed.
"A colleague from our law firm mentioned it during lunch. He happened to see the news. It's such a small thing. Are you kidding me?"
Not only did Zhao Mingxuan use swear words this time, he even spoke in foreign languages.
"It's okay. As long as I think there's a high probability of something being done, it's all trivial."
Su Zelin said calmly.
Zhao Mingxuan: "..."
Will you die if you don’t hold a cup?
The man with glasses was speechless.
But you have to admit that others do have the capital to hold a cup.
He asked again: "So, have you met the leader of the TV station?"
"Of course I have. For such a cooperation, the boss and the most important leaders must come forward. We signed the contract yesterday afternoon and had a meal together, otherwise I would have made an appointment with you last night."
Su Zelin's words were still written casually, as if he had met a few ordinary people.
Zhao Mingxuan didn't know whether he had really reached a level he couldn't imagine or whether he was just filling the cup.
But the man with glasses is really envious.
After hanging up the phone, he let out a long sigh.
If I had Su Zelin's ability, even if I came from a small place like Jianglan, would Rongrong and her parents dare to look down on me?
Suddenly remembering something, he dialed another number.
"Hey Rongrong, are you free after get off work today?"
Zhao Mingxuan’s girlfriend is called Niu Rong, and her nickname is Rongrong.
"What's wrong, I have to go home tonight, so I won't go to your place!"
The woman looked a little impatient.
After graduation, the two did not live together. Niu Rong still lived with his parents most of the time, while Zhao Mingxuan rented a house alone. His girlfriend would only go over to accompany him when she was in a good mood. Zhao Mingxuan did not dare to force her, and was very embarrassed in front of Niu Rong.
It is humble.
"It's like this. A high school classmate of mine came to Yanjing on a business trip. He said that he would have a small gathering with our other classmates in Yanjing tonight and that he could bring his family members, so can you go with me?"
Zhao Mingxuan's attitude was completely pleading. He also wanted to take this opportunity to meet his girlfriend, whom he hadn't seen for several days.
Niu Rong snorted: "Why should I join in the fun at your high school reunion? You have to go by yourself!"
In her opinion, Jianglan is just a small place, and the people there are bumpkins. She doesn't disdain and is unwilling to waste this time.
"Rong Rong, just come with me. After all, my classmate came all the way here."
After a pause, Zhao Mingxuan added: "Moreover, he is an executive of a large company in Zhejiang Province. He came to Shenghai on a business trip and just negotiated an exclusive sponsorship for the Spring Festival Gala!"
The man with glasses knew his girlfriend well. After graduation, Niu Rong became more and more realistic and snobbish. She looked down on little people, but if she were replaced by someone with status, she might be rewarded.
Sure enough, Niu Rong changed her tone the next moment: "Really, you mean the classmate named Su who is the operations director at New Century? Their company actually signed an exclusive sponsorship for the Spring Festival Gala. Is it so amazing? I heard
Sponsoring this Spring Festival Gala will cost at least hundreds of millions!"
Zhao Mingxuan mentioned Su Zelin to him, but not because of Qin Shiqing.
He has a very low self-esteem in front of his girlfriend, so he will improve himself through other high-level connections, such as who are my relatives, who are my friends or classmates, and so on.
Among the people Zhao Mingxuan knew, Su Zelin was undoubtedly of a very high level, so he mentioned it to Niu Rong.
"Haha, it's true. The official website of the TV station has posted an announcement. If you don't believe it, just go check it out. My classmate's company has a lot of money. Last time it spent almost one billion on a piece of land in Lin'an. It plans to build a super headquarters.
Provide welfare housing for old employees! He knows me very well. When he came to Yanjing this time, he contacted me immediately after signing the contract."
At this time, Zhao Mingxuan also became Su Chui. He felt that the more status Su Zelin had, the more face he would have in front of his girlfriend.
After all, I am "very familiar" with this old classmate.
"Okay, in that case, I'll go with you tonight!"
Niu Rong's tone became softer.
"Mingxuan, if you have a classmate like this, you have to make good use of it. In such a big company, you always need lawyers when things happen. Maybe you can get big business from their company!"
"This...I can do it naturally. I will talk to him tonight."
Zhao Mingxuan wiped his sweat. In fact, he and Su Zelin were not very close. Their relationship only improved after graduation, but they were far from good friends.
If he were Lu Haoran, Su Zelin would probably come to him when he needed legal services without a second thought.
However, it is a pity that the friendship with others has not reached that level, and Zhao Mingxuan is arrogant and arrogant, so he can't do it if he asks Su Zelin, so he just treats his girlfriend casually.
"That's good, otherwise, your income is too low. If you want to buy a house in Yanjing, you have to wait until the Year of the Ox and the Moon of the Horse..."
Niu Rong turned on the complaining mode again and began to chatter. Zhao Mingxuan could only obey.