I went viral when I attended my ex-girlfriend's wedding

Chapter 11 Product Cover Copywriting
In fact, Zheng Qing's conjecture was not wrong.

Yu Ting is really looking for Lin Hao for something.

And it's urgent.

She had already read the advertising copy planning written by Lin Hao in the email, and read it more than once, and took a deep breath because of it.

The conclusion is simple.

Even though she has been in the advertising department for many years, she is still overwhelmed by Lin Hao's novel idea.

But more
is excited.

Because she felt that the approval rate of Lin Hao's advertising copy was quite high, and even Party A couldn't find a reason to reject it.

So she came up with the idea of ​​wanting to chat with the other party.

than an email.

She is more interested in this person.

But the other party is on vacation.

The irritable mood calmed down in an instant.

Because of timeliness, right now, she can only send it to Party A for a look.

The copywriting is detailed enough, and there is basically nothing that can be changed. It doesn't look like it was written by a newcomer who just entered the workplace.

Yu Ting thought she had found a treasure.

And it's a sensitive time for the company.

Soon, she will send out the copy.

But Yan Xin, the boss of Vantage Liquor Company, is holding a meeting for his key employees at the moment.

As for the subject of the meeting.

very direct.

How to open up the sales of Vantage Baijiu?
This is what he cares most about right now.

Of course, he didn't need to worry about this issue.

It's just that the promotional copy of MSI Entertainment's advertising department is really not convincing.

Yan Xin is not a local rich man who knows nothing.

Instead, he went to college.

And the reason why he chose the baijiu industry is not because he likes it, but because his family inherited it. You have no reason not to, right?

However, as the sales volume of baijiu declined year by year, Yan Xin decided to make drastic reforms.

The so-called reform.

It is not necessarily a complete renewal of the enterprise.

Is it also feasible to do unique advertising promotion?
This is what Yan Xin has been thinking about.

Otherwise, he would not spend a lot of money to find MSI Entertainment.

Using a tablet computer to project onto the wall of the meeting room, there is a PPT made by him for the employees, which is nothing more than the enterprise system and so on
What he wants to hear more is that the employees are scrambling to make suggestions for the company.

However, the conference room was extremely quiet.

He was the only one talking about it.

Yan Xin felt extremely tired.

He felt that no one understood his feelings.

He's obviously a boss, so it's pretty cool to talk about it, right?
But what about the fact?

Walking on thin ice.

Endless troubles.

Just as he was thinking, an email notification on the tablet caught his attention.

The sender is Yu Ting.

The person in charge of MSI's entertainment and advertising department, he had met before.

But Yan Xin was also a little speechless.

Anyway, it's a multi-million contract, and you're not even willing to meet in person?
This MSI entertainment company is really too arrogant, and at the same time, it is very doubtful whether the other party is perfunctory.

I felt a little unhappy in my heart, and always felt that I had found the wrong person.

Naturally, Yan Xin is not worried that the other party will continue to fool her with ordinary copywriting, after all, the decision-making power is always on her side.

If you do not meet the requirements, you can refuse to use it at any time.

This is the right of Party A.

After all, a few million is not a number that can be fooled.

There is resistance in my heart, but my hands are honest.

What if a miracle happens?

With this in mind, he opened the copywriting this time.

It's just that the copywriting this time is a little different from what I imagined, and he was attracted to it just by looking at it.

Suddenly, the meeting room fell into silence.

Employees, you look at me, I look at you, and don't speak.

But what's the matter with sitting like this?
They looked at Yan Xin's position again.

I want to figure out what the boss is thinking.

a long time.

Yan Xin raised his head.

Different from the negativity just now, at this time his eyes are already shining.

I have to say, the copywriting of this ad is fantastic!

He can even imagine the moment when his winery will be restored to glory.

"Ahem. Ladies and gentlemen, let me say a few things below, everyone listen to me."

Yan Xin sat up straight, organized his words, looked at the people and said slowly: "You all know the situation of our winery, it's not a problem if it goes on like this, the goods in stock can't be sold now, just now The production is all put into inventory again, and the back and forth is equal to the full pressure in the hands. It is really unbearable, so now I announce that in the future, our factory will no longer make regular large bottles of liquor, and all of them will be changed to small bottles of liquor, and the middle and high-end All categories are off the shelves, we focus on the low-end market and design a new set of products.”

What he said was impassioned, but the key members present were all dumbfounded.

They know about the situation of overstocking in the factory.

Available now as a winery.

Who doesn't hold back some inventory?

This is all normal.

To put it bluntly, the sales channel is the key.

Word of mouth and age are all factors that affect channels.

But what did Mr. Yan say just now?
Do you want to give up the big bottle of wine directly and change to a small bottle of wine?

Still focusing on the low-end market?
That's a lot of money.

Just close the door and be good.

The originally quiet conference room was suddenly full of discussions.

Yan Xin raised his hand and pressed it, signaling to everyone not to make noise. When everyone calmed down, he continued: "I know what you want to say, what you care about, profit, since it is a small bottle of wine, and it is in the low-end market, So where does our profit come from?"

His question was indeed the concern of everyone present.

And everyone is waiting for his answer, wanting to see what he has to say.

"In the past, our consumers have always been middle-aged and elderly people, but now, I hope everyone can take a long-term view. In the future, what we will do is the young people's market."

Yan Xin said confidently: "There will be no limitations."

"young people?"

Someone raised his hand and asked, "The mainstream of drinking baijiu is middle-aged and elderly people. How many young people will buy baijiu? This market is too small."

"That's right, it doesn't make any money at all."

"The profit in the high-end market is the biggest."

"That's right, we should make high-end wine."

Hearing this, everyone followed suit.

"So we have to make products suitable for young people."

In the face of everyone's questioning eyes, Yan Xin slapped his hands heavily on the table and said seriously: "I call this a product envelope copy."

Product envelope copy?

What is this again?
Everyone was a little dizzy, and suddenly found that Mr. Yan seemed a little different today, why did he still speak in the same way.

I've never seen him like this before.

How can it be so appetizing.

"The so-called product envelope copywriting is"

What Yan Xin wants to talk about next is naturally the innovation process of Moubai.

stuff in here.

It's a different way.

Do not follow the mainstream, but develop from a 'niche circle', and directly realize the difference from other brands by positioning and strategy.

As for what is an envelope copy.

After Lin Hao's analysis of the text, it can be said that it is very clear.

"All the worries and complaints are wiped out in a toast."

"The farthest distance in the world is clinking glasses but not touching hearts."

"I drank everyone down just to whisper to you."

"Young people live happily, old people live freely."

"Drinking alone is not lonely, drinking alone makes you feel lonely."

The reason why Yan Xin dared to be so firm was that he also saw the sample content of these copywriting.

Although there is not much written, it is definitely enough to make people understand.

You ask how to capture the consumption of young people?

So is the emotional resonance enough?
Who said drinking must be wine.

Are you sure it's not a mood?
Yan Xin really admires the person who wrote the copywriting, his ideas are really tricky.

Every sentence is basically straight to the heart.

In Yan Xin's opinion, these small copywriting sentences are the most successful and valuable part of this advertisement.

The results speak for themselves.

sign the contract.

A contract must be signed.

Yan Xin is about to embark on the revolutionary journey of his own winery, and the fee of 300 million yuan was directly transferred to MSI Entertainment Company.

There is nothing to hesitate, if he doesn't take this plan directly, he will definitely regret it for the rest of his life.

And Yu Ting's side.

After successfully winning the Vantage contract, the pressure suddenly eased a lot.

However, she didn't feel that the company had made a profit, but instead felt that the company had lost money.

From her point of view, the benefit that the copywriting brought to the other party was definitely far more than 300 million.

The liquor industry has always been hugely profitable.

Even in the low-end market, the profits in it cannot be speculated by common sense.

When Yu Ting announced the news in front of everyone in the office, Meng Haifeng was the most excited.

Because he did write the copywriting for the winery before.

Although I don't feel good about myself.

But still passed?
Zheng Qing also habitually wanted to go up to congratulate him, but what Yu Ting said after that directly made the entire advertising department mess up.

The smile on Meng Haifeng's face froze instantly before it could bloom.

"By the way, the copywriter for this advertisement is Lin Hao. I originally wanted to wait for him to come back to announce this matter, but our department has been too depressed recently, so I will share the good news with you in advance."

Yu Ting smiled, and then said: "Lao Meng, Lao Zheng, don't be discouraged if you fail, just keep working hard."

After speaking, he left.

Zhou Ren swallowed his saliva, pinched Lin Chao behind him, and the other party grinned in pain.

"what are you doing?"

Lin Chao was angry, and he was pinched for good, can he bear it?

"I just want to ask, did I hear you right, sister Yu just said that Lin Hao wrote the copywriting?" Zhou Ren asked again uncertainly.

"Yes."

Lin Chao smiled wryly, but he couldn't believe it.

They all came together, but they have already won a big contract.

As for them, none of the copywriting was written.

Why do you suddenly feel sad?

"Fuck, that kid actually won the contract from a big company?"

Zhou Ren suddenly started thinking: "No, when he comes back, he has to treat me to a big meal. No, at least three meals."

Looking at the overly excited Zhou Ren, Meng Haifeng and Zheng Qing couldn't help but glance at each other.

This year's newcomers are a bit fierce.

(End of this chapter)