Golden Age 1990

Chapter 10: Write eight words and get 30!
The so-called idea is actually what people call marketing planning in this era.

Ye Maozhong himself said that those who advertised in the early days did not have any concept of marketing.

Shooting an advertisement, or giving some marketing suggestions to the manufacturer, are all called ideas.

The 'idea' that Bai Feng mentioned this time, he specifically refers to this advertisement.

It's just that his advertisement is actually unusual.

"Brother Wang, my advertisement is very simple."

"Oh, how simple is that?"

"My personal suggestion is to limit the duration of the advertisement to about 30 seconds. It is best to find a man and a woman. Both of them should be young. The one who looks about 20 years old is the best."

"This is easy to handle, but..."

"Don't worry, my advertisement is like this, you can understand it as soon as you hear it."

"Oh, brother, hurry up, I'm in a hurry."

"Okay, here we come."

Bai Feng started to talk about his 'idea', it was indeed as he said, very simple.

"A young man or young woman can only be alone when leaving the country, dressed casually, because the main thing that catches the shot is their face.

The background should be green, which is the color of our beer bottle.

The shooting requirements are that they must smile at the camera and have sweat on their faces. The camera must capture the sweat, and at the same time, they must hold a beer bottle from our factory next to their face.

This is a shot.

The next shot is to splash water on their heads. "

Having said this, Bai Feng stopped.

He stopped so that Section Chief Wang was very surprised. Section Chief Wang was still waiting for the next one, and looked at Bai Feng foolishly for a while.

"Just, that's it?"

"Yes, it's over, that's it. Brother Wang, didn't I say it before, my idea is very simple."

Bai Feng said with a smile, the expression on Section Chief Wang's face is really dumbfounding.

In fact, since the first meeting, Section Chief Wang had a lot of thoughts about Bai Feng.

Naturally, he also asked Lao Dai, and Lao Dai's answer was very simple.

friend's child.

This kid came up with the idea for the color TV tower advertisement.

I also deliberately want to talk to your brewery about this advertisement.

It's all the truth, Section Chief Wang can certainly hear it.

But could this Bai Feng be such a simple person?
Section Chief Wang still remembers the last words of the meeting that day, as if they were vividly in his mind.

This kid actually wants to paint that job so directly.

Definitely not ordinary people, absolutely not.

Now, Section Chief Wang has heard such a simple advertising idea that he doesn't even think such an advertisement is a creative idea.

Advertisements these days, no matter what, must have some copywriting, what about the slogan?
"Brother, doesn't this advertisement need a slogan?" Section Chief Wang's question is actually related to professionalism.

Of course Bai Feng could tell, but he was extremely confident, "Brother Wang, if our brewery wants to add a slogan, that's no problem, we can make a narration, um... we have it.

Snow beer, refreshing all summer. "

"It's so simple?" Section Chief Wang is now very shaken by Bai Feng's advertising idea, questioning its professionalism.

Bai Feng naturally saw all these in his eyes, and he smiled at this moment: "Brother Wang, the key to this advertisement is... what can you think of with the green background?"

Suddenly asked, Section Chief Wang frowned, "Didn't you already tell me about the color of our beer bottles?"

Bai Feng nodded, "Then, the advertising model has sweat on his face, what can you think of?"

"This..." Section Chief Wang was a little suspicious, but he still said, "It's hot? Summer?"

"That's right!" Bai Feng said that your answer was correct, and then, "Then, how would you feel if you splashed a basin of cold water on your face?"

"One sentence." Section Chief Wang replied naturally, and added, "A cool sentence."

Bai Feng smiled and said, "Isn't it cool to be splashed with cold water in summer?"

"Cool! Very cool!" Of course Chief Wang agreed.

And this time...

"A person is holding our snow beer, and it just appears in the summer, and in the next shot, the beer is gone, and this person is poured with ice water, he is very refreshing."

Section Chief Wang was taken aback when he heard this, "This, this..."

He thought of something, but it was a little vague.

Bai Feng said in a timely manner: "This advertisement may seem simple, but it has completed a psychological suggestion.

The implication is: in the hot summer, drinking our snow beer is as refreshing as being splashed with cold water! "

When Section Chief Wang heard it, he suddenly realized, "Wonderful!"

This is indeed the feeling, but this... wait a minute!
"Brother, wouldn't it be good to let the model have a sip of wine?"

His question made Bai Feng smile again.

"Brother Wang, have you ever heard the idiom 'Looking at plum blossoms to quench thirst'?"

As soon as these words came out, Section Chief Wang slapped his thigh hard.

"Yeah! That's it! Don't drink it! Oh man, that's a great ad! It's just too good!"

The word psychological suggestion sounds very lofty in this era, but in fact, it is really not new.

Heaven did not give birth to my Chinese civilization, human beings are like a long night forever!

Just looking at the plums will make your mouth water, but this time Bai Feng wants to associate snow beer with the cool feeling.

After thinking about this, Section Chief Wang naturally understood the subtlety of this advertisement.

But, it's not over yet.

"The key to this advertisement is to establish the connection between our Xuejing beer and the feeling of coolness. It is to make people think of the feeling of cold water hitting their head when they see Xuejing beer. Of course, it needs to be piled up.

From quantitative change to qualitative change, there must be such a process.

When the qualitative change is achieved, as soon as consumers see Xuejin beer, there will be a subconscious change, and they will involuntarily choose us among many brands. "

"Okay! That... the modeling aspect."

"It's better to be younger."

"This... well, I understand."

"Section Chief Wang is really proficient in business."

"Haha... my brother won the prize."

Bai Feng wasn't flattering, he really could see that Section Chief Wang had already figured out the role of the model's age.

People's preferences for alcoholic beverages, regardless of whether they are white beers or white beers, after reaching a certain age, they probably mainly drink one type or brand, and the others are just for adjustments.

Therefore, the older customer base is very stable. Conversely, it is very difficult to compete for older consumers.

In many beer advertisements, the models in them are basically young people.

It is more cost-effective to compete for young people, and it is easier to succeed.

Such a simple advertisement by Bai Feng not only has psychological hints, but also takes into account many details of the target consumer group.

Section Chief Wang is not an idiot who doesn't understand anything, so he quickly understood how excellent this advertisement is.

But some details...

"This splashing water..."

"Up, down, left, right, in all directions, anyway, I'll splash it a few more times, then cut it later, it's more appropriate to see a few times."

"Goodbye brother!"

In fact, in the future, there will be a lot of such psychological suggestion advertisements, but some advertisements are not regarded as psychological suggestions.

'I won't accept gifts during the holidays this year, but I will accept XXX as gifts'

This advertisement is actually a psychological hint, but it is simply an 'express'.

Just repeat this sentence directly in the ears of consumers, and when it comes time to actually choose a gift, the effect will come out.

Consumers will feel that this advertisement is very low-level, but the effect is very good, and the advertiser likes it very much.

Later hints are really 'hints'.

For example, Lei Bi, they just found beautiful stars such as Reba and Clara, wearing green little clothes, and in summer... Clara even showed off her figure, indeed, rich and generous.

After drinking Leibi, I poured water on it, and the water droplets rolled on the snow-white... roll, roll, roll.

Bai Feng knew very well that the current social order and good customs did not allow this, so he suggested splashing his face.

As for this ad, Bai Feng is just scratching his head, and he doesn't care if it will be accepted by Snow Beer in the end.

After all, it is normal for them not to understand a concept that transcends the times.

"Brother Wang, let's talk about business." Bai Feng took out the contract documents.

Section Chief Wang really appreciates this advertising idea, but the current contract... he still feels a little bit reluctant.

The production fee of 30 yuan is really heartbreaking for someone else to do it.

But Bai Feng made a weird move at this time, he pointed at a place on the document with his index finger.

"Brother Wang, you really have to give me the job of painting." His tone changed completely, to the kind of emotionless, "Painting the color TV tower is relatively difficult, and the work has a high risk factor. It’s not possible to find reliable people.”

Reliable person?

Section Chief Wang couldn't help but pay attention to this, and he also saw clearly what was written where Bai Feng's index finger pointed.

A name came into view.

Wu Di... this name is similar to our mayor...

Not only the name, but also stated on the back, the former worker of the No. [-] Iron and Steel Factory, who later left the factory to start a business, has senior work experience in painting the exterior walls of buildings.

Yigang, isn't that...

Section Chief Wang was sweating a little on his forehead, but at this moment Bai Feng took out something again.

Those two flowers.

"Brother Wang, you have to take these two cigarettes, we are our own people."

After hearing this, Section Chief Wang immediately collected the cigarettes and signed the contract without any hesitation.

Bai Feng also signed his name naturally, and the deal was finally completed here.

Section Chief Wang laughed and said, "Brother, don't worry about this matter. I'll call you right away! The benefits of our brewery are absolutely great, and this summer we will definitely deliver an answer that satisfies the people of the city!" "

Bai Feng also laughed naturally, "Brother Wang, the words "Xuechu Beer" will definitely be painted on the color TV tower before the end of July! There is absolutely nothing wrong with our brewery! It won't be long before our "Xuechu Beer" will become popular all over the country!"

"That's right! Play the three eastern provinces! Travel all over China!"

"Out of Asia! To the world!"

"My brother said it very well!"

The two of them were shoulder to shoulder, like brothers.

What happened?
Our Chinese is really amazing. In many cases, the order of arrangement does not affect the expression of meaning.

What Bai Feng said before is actually like this:
Brother Wang, if you put away these two cigarettes, we will become our own people.

That advertisement idea is a psychological hint, but in fact, Bai Feng has been giving such psychological hints to Section Chief Wang from the very beginning:
I am the mayor's man.

　Cough, Lei Bi's ad, if you are interested, you can take a look. He is a big company with a lot of money, and there is also a foreign version, a beautiful star of one water.

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(End of this chapter)