Chapter 351 Advertising is well done

Sun Xinmin strolled around the exhibition, and then returned to the temporary office of the pavilion with a look of envy.

This exhibition held by foreigners is different from the domestic exhibition. If you look at other people's exhibitions, various activities are emerging one after another, and it looks like a party. If you look at the exhibition in our country, it is simply to put things on the table. , and then waiting for people to come and see, not active at all!

Also, when you watch foreigners’ exhibitions, they emphasize participation and experience. When you look at the exhibits in the past, they not only introduce them with their mouths, but also let you experience them yourself. Looking at our exhibition again, I can't wait to put the Do Not Touch sign in the most conspicuous position, for fear that others will touch things and go away!

I used to think that our Canton Fair was very well organized. It was definitely at the advanced level in the world. Now it seems that I really think highly of myself. Compared with the exhibitions held by other Germans, our Canton Fair is It's really far! The Germans held this exhibition, enough to study hard.

Sun Xinmin sighed and sighed, and his subordinates nodded in agreement.

What Sun Xinmin said is also true. Cologne is a city of conventions and exhibitions, and conventions and exhibitions are held regularly. The Cologne Convention and Exhibition Company was established earlier than the founding of the People's Republic of China. Of course, the experience in operating conventions and exhibitions is quite rich. In this regard, the operation of the Canton Fair is indeed inferior to others.

At this moment, someone knocked on the door, and everyone looked around, and it was Li Weidong who came.

All the leaders are here! Li Weidong walked in smilingly, came to Sun Xinmin, and said, Sun Si, there is something I want to report to you.

Sun Xinmin nodded, pointed to the sofa in the room, and motioned for Li Weidong to sit down.

After being seated, Li Weidong said, Sun Si, I set up a stall in the leisure area to sell orange juice, and the orange juice sold quite well. As a result, it attracted the attention of the organizers of the Cologne Home Appliances Fair.

The chief operating officer of the organizer is Draxler. He thinks that the orange juice squeezer is very good, and the orange juice squeezed is delicious, so he invited me to participate in this Cologne Home Appliances Exhibition and gave me a special one. Small booth.

Li Weidong said, and handed an invitation letter to Sun Xinmin.

Sun Xinmin took the invitation and found that it was in German. He couldn't understand it, so he had to give the invitation to the translator. The translator quickly informed Sun Xinmin of the content. This was indeed the invitation sent by the organizer, and the final signature was also correct. It's Draxler, the show's chief operating officer.

Sun Xinmin glared at Li Weidong and said to himself, This Li Weidong really isn't here to sell orange juice. After only one day's work, he got the invitation letter from the organizer. I don't know what method he used?

Sun Xinmin was puzzled, but he couldn't ask directly. After all, he was a leader, and he had to maintain a dignified temperament at all times.

Cai Qianjin, who was next to him, couldn't hold it in anymore. He shouted sharply: Li Weidong, what conspiracy did you use to get the invitation letter from the organizer?

Conspiracy? Haha... Li Weidong smiled.

Then he said, Didn't I just say that the orange juice I squeezed tasted better, and many people came to buy it, so it attracted the attention of the organizer, so I was invited to participate in the exhibition.

Cai Qianjin snorted coldly: Nonsense, you think we are all three-year-olds, because the orange juice you make is delicious, you will be invited to participate in the home appliance exhibition, how is this possible!

No matter how greedy the Germans are, they can't be so greedy, right? If it were so easy, then I would hire a few chefs from China to invite the Germans to a full-fledged meal, and the booths here would not be all mine!

Director Wang, Germans may not be used to Chinese food. Li Weidong said with a smile.

My surname is Cai, and my name is Cai Qianjin! Cai Qianjin corrected angrily.

Even if your surname is Cai, Germans are not used to Chinese food. Li Weidong said tit for tat.

What do you mean, even if my surname is Cai, my surname is Cai! Cai Qianjin said immediately.

Stop arguing! Sun Xinmin coughed dryly, stopping the two from arguing, and then asked, Director Li, if you have a way to get the qualifications from the Germans, you might as well pass on your experience and let everyone learn from it. Come on, there will be similar exhibitions in the future, and domestic enterprises can also strive for more opportunities to participate in the exhibition!

Sun Xinmin's words are righteous and righteous, and Li Weidong can't put it down any longer.

So Li Weidong said: Sun Si, it's true that the business of my stall is good, and it's true that the juice I squeezed out is delicious, so it's true that it attracted the organizer, which is also true. As for why the organizer sent me an invitation Letter, I think it should be the product that I brought, which was approved by that Mr. Draxler.

What product? Sun Xinmin immediately asked.

It's not something new either, it's a juicer that squeezes orange juice.

Li Weidong didn't introduce much. It's better to keep this kind of stuff a secret, so as not to be learned, teach the apprentice, and starve the master to death.

So Li Weidong simply opened the topic; So if I want to say that I have any experience to teach, there is only one sentence. You need to be hard on yourself. As long as you have excellent products, you can get a position at this international exhibition. .

Blacksmithing needs to be hard on its own, what a nonsense! This is the truth that everyone knows, saying it is equivalent to talking in vain.

This Li Weidong! Sun Xinmin shook his head helplessly, he knew that Li Weidong deliberately did not disclose the details.

Cai Qianjin also wanted to steal the teacher, but Li Weidong said that he didn't say it, which made Cai Qianjin's annoyance to a new level.

Cai Qianjin rolled his eyes and immediately said, Li Weidong, you are in contact with foreign sponsors without permission from the higher authorities. You are violating diplomatic discipline!

Director Wang, oh no, Director Cai, what you said is wrong, I just set up a stall to sell orange juice, and that Draxler took the initiative to come to me. People come to buy orange juice, don't I accept it? What diplomatic discipline said that you can't set up a stall abroad to sell orange juice?

Li Weidong smiled coldly, turned his head to look at Sun Xinmin, and asked, Leader, this time the organizer took the initiative to invite me to participate in the exhibition, and gave me a small booth. Do you think I should go or not?

Before Sun Xinmin could answer, Cai Qianjin said first: Of course you can't go, you are not a member of our pavilion, the participation in the exhibition has nothing to do with you.

Even if there is a booth, it should be given to the people in our exhibition group. It’s okay to have a small booth. There are also small appliances in our exhibition group, such as the water lily brand air fryer, which does not take up much space. A small booth is completely enough!

Cai Qianjin said that he would take away Li Weidong's booth and hand it over to the water lily card under his command.

Li Weidong smiled coldly and said, On this invitation letter, the invitation object is my juicer! If you changed it to another exhibit without permission, aren't you afraid that the organizer will trouble you?

Germans are notoriously rigid. Everything has to be done according to the rules. If you don't follow their rules, will they turn a blind eye? If this makes the Germans feel that we Chinese do not follow the rules, wouldn't that damage the country's image?

If the organizer in Germany is annoyed by this incident, we will not be allowed to participate in next year's Cologne Electric Appliances Fair, or our participation will be reduced. Can you bear this responsibility, Director Cai?

When it comes to taking responsibility, Cai Qianjin suddenly hesitated.

This time, domestic companies can come to Cologne to participate in the exhibition, there are many factors of luck, such as the cooperation between Haier and Liebherr for many years, for example, the Germans want to improve their international image and so on.

The international situation is changing all the time. It is really uncertain whether we can organize a group to participate in the Cologne Electric Appliances Exhibition this year or not next year.

According to Li Weidong's statement, as long as it fails to come next year, or if there are fewer booths, Cai Qianjin will be held responsible, and Cai Qianjin may have a 70-80% chance of being blamed for this.

Cai Qianjin didn't want to be a pot man, he snorted coldly and stopped talking.

Sun Xinmin said, Since the organizer has already sent an invitation letter, then we can't let down the kindness of others. Director Li, from today onwards, you will be a member of our Chinese pavilion!

...

Sun Xinmin also emphasized diplomatic discipline before letting Li Weidong leave.

After leaving Sun Xinmin's temporary office, Li Weidong rubbed his temples helplessly: It's really troublesome to deal with these people!

Li Weidong didn't want to pay attention to Sun Xinmin's group, but it was impossible to ignore them.

Before, it was just a stand selling orange juice, and some people came to ask for guilt. If they really had their own booth, there would definitely be more trouble.

Therefore, Li Weidong still came to Sun Xinmin, made a report, and only officially participated in the exhibition after obtaining Sun Xinmin's approval.

The national conditions are like this, and there is no way to do this.

Li Weidong's booth is not big, similar to the booth selling freshly squeezed orange juice in the leisure area.

Li Weidong put a TV and a video recorder on the booth and started to play the advertisement of the orange juice machine in a loop.

The advertisement of the orange juice machine was already filmed by Li Weidong when he was in China.

TV commercials in the early 1990s were very straightforward. Most of the commercials were based on language introductions, supplemented by TV pictures. That is, a narration narrated a slogan, accompanied by pictures of some products, and the rhythm was the same as that of today's fertilizer sellers. TV commercials are about the same,

Simpler and more straightforward, is to say a direct advertising slogan several times in a row. For example, a certain wool brand is just one sentence, plus a trademark, and said three times in a row. I don't know because the signal is not good, and the TV is stuck.

Such as the black sesame paste, with a prelude narration; or the Dabao kind of commercials with a little plot, it was already the most well-made commercial in China at that time.

Li Weidong came to participate in the Cologne Home Appliances Exhibition. Naturally, this simple and straightforward advertising method cannot be used. Besides, foreigners do not understand Chinese, so the Chinese narration brand introduction and advertising slogans are completely useless.

Therefore, the advertisement of the orange juice machine can only rely on the picture, and by shooting a story, the advantages of the orange juice machine can be intuitively displayed to the audience.

And this type of advertisement could not be produced in China at that time, and domestic advertisers did not have that kind of creativity.

Li Weidong could only go into battle in person, introducing a picture one picture at a time, and finally spent 100,000 yuan to shoot two advertisements of more than one minute.

In 1992, spending 100,000 yuan to shoot an advertisement was definitely a sky-high price. At that time, many second- and third-tier stars had only a few hundred yuan for advertising.

...

To say that the person who cares most about Li Weidong is Cai Qianjin.

When he had nothing to do, Cai Qianjin came to Li Weidong's booth and quietly observed.

There's even a TV set. Is there an advertisement on it! The advertisements have been filmed, and this Li Weidong really planned to come to the exhibition!

Cai Qianjin stared at the advertisement on the TV.

On the TV, a young mother in an apron walked to the desk with a plate of oranges. He picked up a knife and cut the oranges in half.

Next to him, a child looked at his mother eagerly to cut the oranges. When the mother finished cutting the oranges, she took out an orange juice machine. I saw her mother pick up the oranges, press down on the protrusions in the juicer, and squeeze the oranges. The juicer starts and the orange juice flows into the collection box below.

The mother poured the orange juice into the cup and handed it to the child, who drank it all with a smile on his face.

As soon as the picture changed, my mother finished the housework and sat on the sofa with a tired face.

The child saw that his mother was very tired, so he walked to the orange juice machine, followed his mother's example, picked up half of the cut orange, and started juicing.

After a while, the child walked up to his mother with half a glass of orange juice and handed the orange juice to his mother.

This is a very simple and warm advertisement. There is no language in the whole process, only pictures and soundtracks.

After reading this advertisement, Cai Qianjin pouted and said with a look of disdain: This is also an advertisement, what a piece of shit!

However, Cai Qianjin did not realize that such a simple advertisement fully displayed the advantages of the orange juice machine.

The operation is simple and easy to use. The key is that even children can use it. This alone is far superior to the juicers on the market. At least other juicers, but I dare not let a child operate it alone.

At this moment, a voice sounded from behind Cai Qianjin: Old Cai, there is going to be an event on the big stage ahead, why don't you come and have a look?

Cai Qianjin looked back and found that it was a colleague in the exhibition group who was speaking.

What's going on? Cai Qianjin asked.

I heard it's a game, but I don't know what it is, the man said.

Then let's go and have a look. Cai Qianjin walked to the big stage with the man.

When the two arrived, the activities on the big stage had already begun. They saw five children holding orange juice, and in front of them each had a juicer.

What are they doing? Cai Qianjin asked.

It seems to be more juiced than anyone else, the top two can take away the juicer in front of them!

Cai Qianjin nodded. He took a closer look and found that the juicer placed in front of the children looked familiar.

Isn't this what the juicer Li Weidong sells? Cai Qianjin was shocked. He realized that this was not just an orange juice squeezing competition, but also a publicity event.

Cai Qianjin felt like a lemon soaked in vinegar.

This Li Weidong, the advertisements are all on the big stage!