Almighty painter

Chapter 160 Leaderboards

"By the way, look for the surveillance camera to see if the little black girl got the picture book and see if she was photographed. Try to be as straight-faced as possible."

Director Morgan let out a breath slowly.

In his mind, behind the double-sided mirror, the crying little black girl showed a smiling face after taking the illustration.

This scene is so symbolic.

If you can find a video camera...it's an excellent advertising film.

Many of the best and most enduring commercials in the industry.

Except that in 2006, Chanel invited Nicole Kidman for their No. 5 perfume, which was shot in the style of "Roman Holiday" and cost 6000 million US dollars in a few seconds. This kind of high-cost and high-yield local tyrant In addition to the money-burning gameplay.

Some ordinary scenes that are close to reality, without advance design, can also shock people.

Shots of luxury car brands using surveillance cameras to show their sedans that survived serious car accidents, filming advertisements to promote vehicle safety, or football star Cristiano Ronaldo moving his Coca-Cola drink away from him before an interview have all sparked social media buzz. Had a huge sensation.

The logic is exactly the same,

It's just that the results are one positive and one negative.

"Understood, I will ask the staff to contact the mother and daughter just now and ask for their consent. Well... It is best to contact the director of the commercial and take a few more shots."

Osborn's eyes lit up after being reminded by Director Morgan.

And what better promotional shot than "Illustration - Makes a Crying Girl Smile"?
Not only the book promotion of "The Little Prince", it is also very good to use it as the annual commercial of the Scholastic Group.

For commercial advertisements, black mothers and daughters need to obtain their consent and pay a sum of money as a reward.

No one wants to be on TV, and at most $[-] or $[-] should be enough.

For professional commercials, the stage scenery alone costs more than that, and it lacks this kind of raw shock.

"The supply chain has been arranged. Calculate the time. Before April at the earliest, the first batch of 30 books can be put on the book market in Europe and North America... If you print faster, you should not miss it. Easter holiday book promotions at major book dealers."

Deputy Director Schubert looked refreshed now.

He believed that Detective Cat would win with a high probability, but the deputy director never expected to win so simply.

Especially seeing Director Charlie's ugly face as if he ate a fly.

He is even happier.

After being treated as a little transparent for so many years, I finally feel elated. This sense of pleasure and accomplishment cannot be obtained by throwing darts that hit the bull's-eye.

Schubert patted the head of the marketing department on the shoulder.

"The surrounding postcards and illustrated books can be printed. The gift box should be exquisite, with the highest production standards, and don't be reluctant to spend the cost. The illustrations of Detective Cat are worth the money." He suggested.

It is also a collection of gift boxes, and the publishing house also has different cost standards.

For example, today on Ebay, the 99 edition "Harry Potter" commemorative gift box with an asking price of tens of thousands of dollars, the cover letters of Harry Potter are genuine and printed with gold powder.

A few letters don't cost much gold, and a small amount adds up to a lot, which is also a lot of expenses.

For the highest standard gift box set, the printing cost will be more than ten pounds, and the price will exceed one hundred pounds, which is a light luxury souvenir.

Generally, the marketing department will not easily spend such a large cost,

If it can't be sold, it will cost a lot of money.

"Yes. By the way, see if you can recruit Detective Cat to work in the art department of the group. If she is willing to work full-time for the group, she can consider allocating some shares to the other party. If not, she should also sign a long-term agreement. , anyway, don’t let people be poached by competitors.”

Director Morgan thought about it and made a decision.

"Don't worry, Mr. Director, I will personally talk to Detective Cat." Deputy Director Schubert nodded frantically like a chicken pecking rice.

As happy as Deputy Director Schubert was, Charlie was as irritable as he was.

He was more than irritable.

Charlie is now in a cold sweat.

The power field in the art department is a zero-sum game.

Now that this market competition is so loud, even the North American headquarters in Los Angeles expressed concern and sent a director to fly to London.

Charlie simply can't afford to lose.

He originally thought that this was an opportunity to defend his majesty, cut off Osborn's tentacles extending to the art department, step on Deputy Director Schubert on the soles of his feet, and sweep the shitty detective cat out of the house by the way.

did not expect……

Charlie can even hear the sound of the throne of the art department that he has built with his heart for 20 years slowly crumbling.

A king who has no way to keep his promise is a king who is emptied.

The lion king who can't get the shit out of the male lion who challenges his authority is an old lion king who is not suitable for sitting on the throne.

Deputy Director Schubert may not be good enough to be compared to himself in the art department these days.

But again,
Everyone will quickly and quickly realize that the art department in the European area is no longer entirely up to him, Charlie.

Shit!

The more Charlie thought about it, the more frightened he became.

"Oh!"

He suddenly threw the Gucci sunglasses in his hand towards the wall, and the expensive luxury sunglasses shattered against the wall, making the sound of glass lenses shattering.

"Who would admit the results of this kind of bloody market research...the marketing department didn't design a statistical plan at all."

Charlie raised his head abruptly, and looked at the stunned people in the observation room who were looking at the art director who suddenly lost his composure.

The whites of his eyes were red, his nose looked like he had just finished a [-]-meter sprint, and he was panting heavily,

"Shit, how did you design the investigation plan, herd mentality, this must be herd mentality! You can't do it right!"

Director Charlie's face was extremely pale, and he grabbed the collar of the director of the marketing department.

The so-called herd mentality,
It means that when everyone gathers together, you see that others are talking about choosing a certain type of product, and you will subconsciously follow other people to make similar choices.

"Director Charlie, please be polite, the investigation plan is agreed by both parties."

The director of the marketing department pushed the irrational Director Charlie with an ugly face.

This man is a madman.

Charlie also knew that he was making strong arguments, how weak his words were.

Even if it really is herd mentality, herd mentality itself is a part of consumer psychology. Illustrations can make most volunteers make a trend of making a certain choice, which has already explained the success of Detective Cat.

But he really didn't want to let himself believe such a result.

"Director Morgan?" Charlie looked at the old gentleman pitifully.

"Mr. Charlie..."

The director frowned, suppressing the unhappiness in his heart.

Director Morgan knew Director Charlie, and he was an old acquaintance with Charlie's boss, President Hill, who was the leader in Europe, and his personal relationship was not bad.

immediate market research,
It is not only a competition between Wehrlein Illustration Studio and Detective Cat, but also a struggle between two different factions, President Hill and President Osborn.

Even the old head of the group in North America personally asked about this matter.

Morgan's original personal preference was actually on Charlie's side, otherwise, he wouldn't have flown all the way here as a representative of the board of directors to pay attention to this infighting.

However, after all, the management should put the interests of the company first.

You proposed the investigation, you agreed to the conditions, and you made all these moths.

In the end, I lost like a street hooligan and refused to admit it.

It's so indecent.

Neither Morgan nor Osborn mentioned the results of the investigation nor Wehrlein's name just now, but they were trying to save face for Charlie.

"If you are shameless, you can't blame others."

Morgan thought.

He waved his hand, and was about to ask the security guards to pull the gloomy art director out to wake up, but was interrupted by a voice.

"Okay. Charlie, it's over."

A somewhat dejected voice sounded at the door of the observation room, but it was Wehrlein.

The illustrator's facial features are pale, but his expression is very calm.

After entering the room, he even greeted everyone present before patting Director Charlie on the shoulder.

"My friend, let's end it like this, save yourself some dignity, and give me some dignity as a loser."

"you you……"

Director Charlie looked at Wehrlein as if he had seen a ghost, and was speechless.

Wehrlein stuffed the Detective Cat version of the illustration of "The Little Prince" into Director Charlie's arms.

"Take a good look at this picture, Charlie, how do you let me win against such an opponent? If I do the investigation again, I will only lose even worse. With such a clear distinction between good and bad, it would be too ugly if you don't admit it. .”

Wehrlein sighed and turned to President Osborne.

"Congratulations on finding such an excellent painter. I don't feel ashamed to lose to such an opponent."

at this time,

Volunteers have made detailed statistical data into tabular histograms and distributed them to everyone in the observation room.

Detective Cat's red bar chart marked [53] is prominently arranged on the far left of the statistical table, while the statistical data of other different versions of "The Little Prince" are only sporadic.

Visual comparison of histograms,

Like a slum at the foot of the towering Empire State Building.

……

Director Morgan changed the ticket anyway,
He did not fly back to the Los Angeles headquarters in the afternoon as originally planned.

The director wants to see the entire complete market survey, and finally the detailed data of the questionnaire based on all the volunteers in so many groups.

Even if you are already prepared.

When he actually saw the final report submitted by the market this time, he was still taken aback.

In the group's questionnaire, the illustrations of Detective Cat and Wehrlein were divided into five grades of impressions - [difficult to accept], [bad], [average], [good] and [excellent].

50.00% of the six volunteers rated Detective Cat as [excellent], and 30.00% of the seven volunteers gave the option of [good].

The combined negative ratings of [Unacceptable] and [Odd] for Detective Cat are just over one percent.

In the comparative statistics of the consumer data of the two versions of Detective Cat and Wehrlein, the figure of 95% vs. 5% showed a trend of hanging.

In other words, for every twenty volunteers who choose Detective Cat, only one will choose Wehrlein's version.

What pleased Morgan the most was that,
Even within a budget of £40, buy a children's fairy tale book with unlimited content as a gift. 】In this subdivided statistical range, the Detective Cat version of "The Little Prince", which is priced at 18 pounds, still leads the audience with a ratio of 33.6%.

It far exceeds the 13.5% data obtained by Townsendsman's gift box set, which is twice the price of hers, and far exceeds the other hardcover fairy tale books.

"Big sale, this has the potential to be a big sell."

In the conference room, Director Morgan took a sip of his coffee and looked at Osborne opposite him happily.

"When the publicity resources are fully utilized, the annual sales volume of 30 copies will look very easy." He commented.

Looking at the data on the statistical table, Osborn couldn't help but raise the corners of his mouth.

This exceeded his previous best-case expectations. For the first time, Mr. Vice President felt that the annual sales volume of 30 copies did not seem too difficult.

"How much do you think it can rank in the rankings? I mean SD or NY?" Morgan director raised his eyebrows and asked.

The physical book market in Europe and America is highly competitive.

Just like entertainment products such as popular songs and newly released movies, companies also need to be listed.

There are two criteria for evaluating the level of works published by a publishing company, quality or sales.

As for the standard of statistical quality, there are very authoritative book review systems in Europe and the United States, including NY Times books, Kirkus Reviews, Book Review Index...

And the audience scoring system on the Internet platform Goodreaders.

With the production level and translation level of "The Little Prince", there is no need to worry about quality issues. The key is how many copies can be sold.

Scholastic Group always pays attention to the ranking of its own published works on the major book sales rankings.

The sales chart is a battleground for all publishing giants in the West.

Get your place at the top of the leaderboard.

Not only the success in sales, but also the promotion of fame and honor.

Similar singers will always stare at lists such as the [Billboard Top [-]], always thinking of going up in the rankings.

There are many authoritative lists in Europe and the United States that have been operating for decades.

NY refers to the "New York Times Bestseller List", which is an authoritative list of book sales in North America.

SN refers to the "Saturday News" under the Moon newspaper, that is, the newspaper that used to make Anna's dirty joke on the front page.

Although this newspaper is famous for its vulgarity, it used to be the newspaper with the highest circulation in the world. It also publishes a column every week to count the list of book sales in the UK.

Together, these two lists can account for almost 70% of the global sales in the English-speaking region.

"Can you make it into the top 50? Or 30?" Osborne didn't dare to say big words.

In the past two years, the annual champion of book sales in the New York Times statistics is close to 350 million copies per year, and the less popular years can also reach 270 million copies.

On average, it sells 20 to [-] copies a week. It is not an exaggeration to sell [-] copies a week during the Easter or Christmas holidays.

"The Little Prince" is still a little too far away from this goal.

"Vice President Osborn, I'm a little more confident than you. Maybe it's possible to break into the top ten in some unpopular sales weeks." Director Morgan knocked on the table.

Osborne was taken aback, but also fascinated.

If a book can stay in the top ten of SN and NY lists for a month or two.

Combined in North America and Europe, even if the annual sales volume of one million copies is not too far away.

(End of this chapter)