Top of the Great Era

Chapter 1346 The Ultimate Advertising Media

The idea of ??????merging Focus and Sina is very good. In fact, it is the "online + offline" media model, which is the earliest exploration in the "Internet +" field.

However, there is a problem here.

Focus Media's market share is too high, exceeding 98%.

In the past few years, Focus Media has successively initiated many mergers and acquisitions, acquired all competitors, and then dominated the building advertising market.

Jiang Nanchun even said in a high-profile manner that Focus has become the second largest media giant in the country after CCTV.

How can this work?

So even if Sina's Mr. Cao led the senior management team to successfully complete the management buyout of Sina and obtained the highest control, the transaction failed due to the restrictions of the regulatory authorities.

The regulatory authorities did not directly say no, but said "wait and see", "researching", "processing", and dragging on for several months, which would delay things too much and seriously affect the strategic coordination of both companies.

Couldn't wait any longer and gave up.

Zhou Buqi is not clear about the reason, but the focus of later generations is still Focus, Sina is still Sina, and the two parties have not merged, which is enough.

The cross-industry collaborative business idea of ??????"Focus + Sina" has not been truly realized.

If you want to advance this model, you still have to rely on the "Internet + football" model he designed in Europe.

Jiang Nanchun was very confident in himself, and even thought about making Lao Cao the CEO after the merger of Focus and Sina, so he retired to the second line and went home.

"Football is a good idea."

"That's for sure."

"Are you going to do it at home?"

"Ah?" Zhou Buqi was stunned for a moment, and then laughed, "What is there to do in China, just the Chinese Super League and the Chinese Premier League, it's useless! If you want to do it, you can do it, no one cares. The 'Internet + football' model, It is mainly for European football, and it is a great feeling to go to the UK for a few days, and there is no boy who does not play football."

Jiang Nanchun doesn't know much about the combination of the Internet and football, but there is indeed room for manipulation of stadium billboards. The domestic market is small, and it is more or less a piece of meat. He said with a smile: "Then I will investigate later and try."

"what about me?"

Zhou Buqi looked speechless.

Jiang Nanchun pretended not to understand, "What?"

Zhou Buqi said: "Damn! I did you a favor by pointing you in the direction of a stadium billboard. Can you help me too? Send me someone to start the offline billboard business what."

"Going to England?"

"Yes, I have become a Ziweixing digital sports media company, headquartered in the UK, mainly targeting the football field. Well, Hawkeye, do you know?"

"Hawkeye for tennis?"

"Yes," Zhou Buqi nodded, "Hawkeye is a British company. I have already contacted it and will buy it at that time. Then push it to the football game."

Jiang Nanchun also often watches football, but he doesn't understand the application of Hawkeye in football games, "How to do it?"

Zhou Buqi said: "Hawkeye at the doorline! Isn't there often a suspicious case at the doorline? If the Hawkeye equipment is extended to the doorline, there will be no more unsolved cases at the doorline in the future."

Jiang Nanchun gave a thumbs up, "Good idea!"

Zhou Buqi said: "So, you have to support me. Ziweixing's 'Internet + Football' business ideas will cover all aspects, and it is a deep integration of emerging technologies and traditional industries. Especially stadium billboards, do you know You know, even the billboards on Manchester United's home court are not full of advertisements!"

Jiang Nanchun pondered for a moment, and sighed, "Yes, this is a huge opportunity!"

Zhou Buqi said: "The football environment in Europe is far from comparable to that in China. You can know it by watching TV stations. There are various entertainment programs and TV programs on domestic TV stations. People can watch whatever they want. But overseas How expensive are the film and television copyrights, the broadcast of football games is more common than TV dramas, and many low-level leagues can be watched for free, and the number of viewers is also quite large.???

The more viewers, the more traffic, and the more endorsement from advertisers.

Jiang Nanchun gradually understood his macro thinking, "So you want to contract all the stadium advertising business of European clubs, and adopt the model of Focus."

"It can go one step further. The key reason for the success of the focus model in China is that the labor cost is very low. You can hire a sales team of hundreds or thousands of people and go to various companies to attract customers. This is not possible in Europe, so Rely on the Internet platform.???

"Tell me specifically?"

"Using Manchester United as an introduction, let's start with Manchester United first, and increase the revenue from the stadium advertising business. At that time, the major giants will be jealous. Then choose Real Madrid, Barcelona, ??????Juventus, Milan, Liverpool and Arsenal to focus on promotion. Then through these Wealthy teams use the Internet???s online advertising platform to connect with all clubs in Europe.???

Jiang Nanchun took a deep look at him, "From point to line, from line to surface. The pattern is very clear, I think it can be done."

Zhou Buqi smiled, "But there is a shortage of people. Foreigners don't know how to focus on audiences."

Jiang Nanchun said sincerely: "Brother, your plan is exciting. As a brother, I will definitely support you. But Xiao Yang is really not good, he is my right-hand man. And, um, what position can you arrange?"

Zhou Buqi said: "The vice president of Manchester United focuses on stadium advertisements, including table advertisements, toilet advertisements and other available resources in the stadium. When Manchester United starts to do it, and he has experience and familiarity with the environment, he will go to Ziweixing to work. Focus on the combination of Internet advertising platform and stadium advertising.???

Jiang Nanchun said with a smile: "I'm afraid it will be very difficult. Xiao Yang's salary, plus performance and stocks, will exceed 3000 million. Manchester United can't afford the annual salary of 300 million pounds, right?"

Zhou Buqi sighed, "Yeah, those big teams only pay attention to the players, not the executives. The salaries of the executives are too low. You don't even know that when I took over Manchester United, their CEO's annual salary was only 75 Ten thousand pounds, I have contacted Deloitte to restructure Manchester United's salary structure."

"With such a low salary, you can't recruit any outstanding talents, right?"

"If there are excellent talents, why is Manchester United, a giant with a world-class brand, struggling financially? With a brand, there is a market, and there is a lot of money. I have never seen anything like football. Megatron all over the world, the result is that one is poorer than the other."

Jiang Nanchun breathed a sigh of relief, "That doesn't have to be done in one step."

Zhou Buqi nodded, "In short, you have to recommend someone who can speak English, has studied in the UK, is willing to accept a long-term job abroad, understands the market, the media, management, operations, the Internet, and football. .???

Jiang Nanchun didn't know whether to laugh or cry, "You are really demanding!"

Seeing his expression, Zhou Buqi understood immediately, and said in surprise, "Really?"

"My fianc??e's younger brother."

"Depend on!"

"What do you rely on? That kid didn't come here through nepotism. He's smart. If it weren't for you, I wouldn't let him go. He's my marketing director and a master's student in Leeds Media. His sister asked him to come back. She was still very reluctant, and kept telling me that she wanted to go out, saying that she was not used to life in mainland China.???

Jiang Nanchun's fianc??e is from Baodao, and her lifestyle is different from that on the mainland.

Zhou Buqi was uncertain, "Really? Why don't you use me as a shield to send my brother-in-law out."

Jiang Nanchun said angrily: "If it weren't for your ideals and pursuits, I wouldn't be bothered to support you!"

Zhou Buqi laughed, "When will you get married?"

"June."

"The hostess from Phoenix?"

"Ah."

"I'm so envious."

Jiang Nanchun laughed and said, "Boss Zhou is young and flirtatious, and you still envy me?"

Zhou Buqi said seriously: "You can't talk nonsense, um...don't forget to tell me when you get married, as long as I'm free, I will definitely attend."

??????

The mode of focus is actually not difficult to understand.

There are mainly three teams, two for the market and one for operations.

A marketing team to connect with office buildings, apartment buildings, hotels and other places, and buy elevator advertising resources from them at a low price;
A marketing team is going to contact various merchants on a large scale, visit all they can, introduce their company's advertising resources and the significance of advertising conversion to them, and sell advertising space to them.

The operation team is docking, receiving resources from the two marketing teams, making advertisements, and then connecting the advertisements with the advertising spaces.

Even if the business is done.

So for Focus Media, the most difficult thing is execution.It is really hard for salesmen to run from company to company and office building to office building, and ordinary people really can't do it.

At least in the Anglo-American developed countries, this kind of work is very unpopular.

Why do you work without making money?

Why so hard?

This is also the reason why Focus Media can only be born in China, not those developed countries in Europe and America. They do not have such a social environment.

Why hasn't Manchester United's stadium advertising space been filled yet?

Because there are no salesmen who go to the market, their working method is to make phone calls.The salesman sits in the office, checks the official phone numbers of some companies on the Internet, and then calls to sell.

Telemarketing, how can the salesman go over to introduce the effect on the spot?
Another important point is language.

The salesmen sitting in the Old Trafford office are all locals, so they can only contact companies in their own countries in English.Foreign merchants cannot be contacted at all.

This will inevitably lead to too few advertisers.

Half of Manchester United's stadium advertisements are from salesmen who have brought in advertisements from domestic companies, and half are from merchants who have come to them on their own initiative.The model is too monotonous, and the contract period is at least one year.

For example, when Hollywood movies are released and promoted, they spend money like crazy to market, and they will use all possible resources to advertise.However, it is impossible to use the advertising resources of European football stadiums, because stadium advertisements are signed once a year, and Hollywood movies only need half a month or a month, so they cannot cooperate.

In addition, the contract price is fixed, and small companies cannot place advertisements without paying too much money, which lacks flexibility.

It can be split completely!
For example, a small company cannot buy advertising space for the entire season, can it be done for 3 months?Even just buy a slot for 1 game, okay?Even just buy one-third of the advertising space of a game, and let one advertising space play three advertisements in turn, okay?

As long as the division, refinement, and services are in place, with Manchester United's brand value, companies all over the UK will come to advertise on Manchester United's stadium billboards.

But doing so is too troublesome, football practitioners are too lazy to do it, and they don???t know how to do it. The more detailed it is, the more complicated the operation will be.

San Dezi didn't even think about it.

This time he came to Focus Media, which was an eye-opener for him.

It turns out that the business of advertising media can be played to such an extreme!
Open minded!

(End of this chapter)