"Art naming?"
"A new field of art?"
"How to play?"
The concept proposed by Fan Ning was so novel that it seemed that he had never heard of it before. Even Director Humphrey, who was present as a witness, couldn't help but ask more questions.
Everyone is waiting for him to explain.
"A business model that combines art and market." Fan Ning explained with a smile, "Well, although this is commercial in nature, I guarantee that it will be 'very elegant' and 'very culturally tasteful'."
He took out several draft letters of intent for cooperation and asked his attendants to distribute them.
Fan Ning's explanation and characterization made the gentlemen and ladies who took over read it with great interest.
"I will briefly explain to you some of the main sections."
In the first part, Fanning summarized the class and artistic taste of car owners who own Kent cars;
A review of Kent Motors' list of competing car brands;
An analysis was made of the guest groups who often attend artistic occasions such as concerts or art exhibitions.
Various exposure channels for related art activities were also analyzed.
In the second part, Fan Ning listed a series of rights that the company can enjoy after accepting the "art naming" cooperation.
The most important thing is to prefix the name of the concert project with the brand name "Kent Night", and require the media to maintain this format when reporting;
Then, for example, set up “art partner” display areas in several eye-catching locations in the Turner Art Hall for at least one year.
For example, if a luxury model of Kent Motors is shown to the audience in the ticket hall of a concert hall, the company can arrange for a commentator to analyze its artistic concepts and cultural origins from the perspective of industrial design.
For example, concert tickets, posters, and track lists will carry your company's trademark;
For example, their regular customers will receive complimentary tickets and invitations signed by Fan Ning, and can enjoy the exquisite tea break during the intermission;
Large customers can receive limited invitations to watch artists rehearse on stage.
…
The tricks Fan Ning played shocked several family executives from Kent Motors across the street.
Their original intention was to prepare a sponsorship fund to establish relationships with great artists in the name of "commercial cooperation."
But while talking with Fan Ning, these people suddenly realized that it was unclear who was "sponsoring" who in this matter!
Big chaebols care about reputation and taste, but expanding profits is still their instinctive thinking. Their leaders are not fools.
The kind of marketing and publicity resources provided by Fan Ning are much more effective than throwing money at those damn subway, radio or commercial building advertising spaces like a fool!
The audience accuracy of this kind of publicity and the improvement of cultural taste and brand image are not at the same level as before!
Compared with the bottomless pit of marketing funds that the company spends every year, the money invested is really not that much, and there is a high probability that it can be earned back from future market growth!
The idea of ​​"artistic naming" proposed by conductor Fan Ning is so damn interesting!
Why does he want to play art, why doesn’t he go into business!!!
The Kent Automobile Company family executive's original plan was to provide a 5,000-pound grant to the Old Symphony Orchestra in the name of the company, and in the personal name of the second lady of the family, to give Fanning, the artistic director, a luxury car of a similar price.
, that is, the total value of the sponsorship is about 10,000 pounds.
As a result, Fan Ning played some different tricks for a while, and when he finally walked out of the negotiation room, what he signed was replaced by a stack of preliminary letters of intent for cooperation.
The core fund involved is to use 30% of the total box office value to sponsor the symphony orchestra’s concerts in the past.
The price of his plan as told by Fan Ning is not cheap. If the total box office is 30,000 pounds, Fan Ning can directly recover the cost of 9,000 pounds before each concert is sold.
What the two parties have signed is all the games for the opening season at the end of the year!
A whole ten games!!
When they came out, these people had smiles on their faces, looking like they had made a lot of money and climbed higher.
The next two parties to negotiate are Gugova Group and Pioteau Winery Group.
Fan Ning carefully considered choosing these three chaebols as potential sponsors of the old symphony orchestra for a long, long time.
First of all, the brand’s “quality” must be high.
The brand tone of Kent Motor Company is somewhat similar to that of Mercedes-Benz in the early days of modern Europe. If compared with the purchasing power of money at the same time, the price is even higher. Since cars have not yet entered the stage of large-scale industrial production, they are considered semi-handicraft and semi-industrial.
These are rare items that can often be seen by citizens in a few big cities, and Fan Ning specified that what they display in the concert hall must be the company's most luxurious models, which are undoubtedly bulk industrial products that can demonstrate the status of the upper class.
.
Gugova Group is a world-renowned luxury goods group that started out by manufacturing men's suits, pocket watches, walking sticks, belts and other daily necessities. Its sub-brand Tiffany is engaged in feminine perfumes, jewelry, shawls and satchels.
As for the several high-end red wines of the Pioteau Winery Group, the circulation prices in the Tioline aristocratic circle are still high. As long as it is a slightly powerful family, there must be a few bottles of the Pioteau collection in the manor cellar.
.
In short, the partner must be a brand that caters to the luxury needs of the upper class, rather than coal mines, chemicals, smelting, grain and salt, etc. Although they are the lifeblood of the economy, they always sound a bit "unrefined" or "incompatible".
.
Tioline has entered the industrial age, and there are many groups with strong financial resources, but the partners that can be tied to concerts, art exhibitions, art salons and other elements cannot be the "Grand Godiver Coal Mining Company" or
"West Waverler Pig Slaughterhouse" right?
So a certain Earl Gardner who has been trying to contact Fan Ning has been ruthlessly rejected.
Then, the second condition must also be met:
It cannot be a completely monopolized industry!
It is normal for Theoline Railway Company to use a small amount of money to sponsor artists, but it will never invest a large amount of advertising funds to promote people to take its trains or subways.
Do the people have a choice?
Such companies have no real concept of "customers" at all.
There must be peer competition for the original motivation to seek publicity and exposure to be strong.
Last but not least: your partners should belong to different industries and there should be no direct competition.
You can't collect money from several parties and let them fight with each other, right?
Luxury cars, collections of red wine, jewelry, perfumes, pocket watches and other luxury goods. Under the positioning of the above three conditions, Fan Ning's selection work is very precise.
The effect is fully realized.
On the one hand, these things themselves are artistic in design or cultural heritage. For Fanning himself, their appearance throughout Turner Hall will not lower the image of the old symphony orchestra.
Some media are keen to ridicule commercial practices in the art field. Once artistic activities are related to money, they cry out for "destroying purity", as if artists should not eat and art careers should not burn money. But these elements selected by Fan Ning, through appropriate expressions
The carrier will only make the external environment of the art hall more elegant and bring a better experience to music fans and guests.
On the other hand, for these chaebol groups who pursue fame and fortune,
With this investment in "art naming", the style of your own brand will be tied to keywords such as concerts, art exhibitions, and art salons, and your high-end image and cultural taste will be further clarified.
More importantly, their existing or potential customers are highly overlapped with the upper class groups who visit art venues!
They are treated with courtesy, and their customers are treated with courtesy. Their image becomes elegant, and the image of their customers seems to also become elegant.
In fact, this is not the case, but the psychology is so subtle.
Imagine a rich kid who is wavering between several major car brands.
Or an aristocratic lady who is planning to buy other luxury brands
After listening to a concert, they suddenly discovered, what happened!? Why is there "Kent Night" in front of the name? Why does the owner of the Kent car have an invitation letter and complimentary tickets from the old symphony orchestra, as well as the signature of conductor Fanning? Why
Those ladies who own the Tiffany satchel brand owned by Gugova, can be invited to the exquisite coffee break area to socialize and enjoy drinks and snacks during the intermission?
Everyone is a luxury consumer, why are they more elegant?
For upper-class people who pursue nobility and respectability, the impact of this consumption choice is very interesting!
"They spend money to create the atmosphere in their new venues, but you charge money to create the atmosphere. It's hard for people to find fault with it, but even the sponsors benefit from it. Maybe a public school in Tiolean should hire you as a business administration professional."
Professor Emeritus.”
Director Humphrey, who acted as a witness, sighed after learning about the cooperation plan drawn up by Fan Ning during the discussion.
The band received substantial sponsorship;
To be continued...