Chapter 672 Textbook-level publicity case

Chapter 672: A Textbook-Level Propaganda Case

With the opening of the Greek Olympic Games, the world has also entered the Olympic time.

The game time in Greece is relatively friendly to Chinese audiences, after all, there is only a five-hour time difference.

Moreover, the strengths of the Chinese team are basically events held during the day. For Chinese audiences, the daytime in Greece is probably the period after lunch break and before going to bed at night, which happens to be the prime time for viewing.

Therefore, the ratings of the Greek Olympic Games in China are still very high.

As Chinese athletes overcome difficulties in the Olympic Games, the commercial value of athletes has also attracted the attention of major companies, especially those athletes who have won gold, and they are even more popular in the eyes of brands.

A brand that mainly focuses on kitchen appliances has already arrived at off-duty time, but the director of the marketing department called a group of executives for a meeting.

The Olympic Games are being held recently, and the Olympic champion is also the most popular figure. We should also take advantage of this wave of Olympic heat to promote our products.

The director paused, and then said: The most convenient way is to directly sign a relatively famous Olympic champion as the spokesperson of our brand.

In this regard, I have also inquired about the market. The price of advertising endorsements for athletes is still cheaper than that of popular stars, and the image of Olympic champions is also better. If you have any ideas, please express your opinions!

Someone immediately said: Director, we sell kitchen appliances, so I think we should find a female spokesperson, preferably one who looks like a good wife and mother, so that it fits our brand better!

It makes sense. The Chinese cultural tradition is that men dominate the outside and women dominate the interior. If men cook in the kitchen, it will be less persuasive to consumers. On the contrary, using female athletes as endorsements will definitely have a better effect.

The director nodded, and then asked: Do you have any suitable candidates for female athletes who are good wives and loving mothers?

Someone immediately said, Director, what do you think of Du Li? She won the first gold medal for our Chinese team in the 10-meter air rifle shooting event.

The first gold medal is of great significance. People will always remember the first place and ignore the second place. For example, the world's highest peak is Mount Everest, and who knows what the world's second highest peak is!

K2! someone whispered.

The person who spoke before was slightly embarrassed, and he continued: Let me put it another way, everyone knows that the longest river in the world is the Nile River, and who knows what the second longest river in the world is!

It's the Amazon River, which is easier to remember than the K2 just now! Someone whispered.

Everyone knows that the first human being who landed on the moon was Armstrong, so who can remember the second human being who waited but asked for it!

The man said, looking at the speaker just now with a provocative face, as if he said, you must have told me the second person to land on the moon!

However, someone beside him quietly raised his hand and whispered, It's Aldrin!

How come someone remembers this kind of thing? One more useless knowledge. The man suddenly had an expression of MMP.

It was the director who coughed dryly and said, Okay, this is not a knowledge quiz! We are talking about serious business today!

The director brought back the topic, and then said: Du Li is beautiful and has a very good image. She is not inferior to those film and television stars. She is indeed very suitable as a brand spokesperson. What do you think?

Du Li is indeed very suitable, but when I was watching TV these two days, I saw her advertisement, it seems that she endorsed the puppy microwave oven. Someone said.

There is already an advertisement? Has the national shooting team returned to China? So soon? I haven't seen any news about it! the director said.

The shooting team probably hasn't come back yet, and even if they come back, in such a short period of time, it will definitely be too late to shoot and place commercials. I guess this commercial was filmed before the Olympic Games. The man said.

That is to say, Puppy Electric predicted that Du Li would win the championship before the start of the Olympic Games? And then filmed her advertisement in advance. The director nodded slightly, and continued:

That's normal. Du Li is the world record holder for this event, so she must have a high probability of winning! But since she has already endorsed the puppy's microwave oven, it's inconvenient for us to seek her endorsement again.

Microwave ovens are also kitchen appliances. If you find the same spokesperson, it is easy for consumers to confuse the brand. The key is that the advertisement for Puppy Appliances has already been released!

If consumers are confused, they will also think of Puppy Electric Appliances preconceivedly. For us, the effect of publicity will be greatly reduced. So we will still choose other candidates!

Director, what do you think of Guo Jingjing? She has already won a gold medal in the women's synchronized springboard, and there will be a single event next, and she will win the championship in all likelihood! Another person suggested.

The director nodded: Guo Jingjing is beautiful and has a good image, not inferior to those movie stars at all! Moreover, he has won so many gold medals before and is very famous. He is very suitable as a brand spokesperson!

Director, I seem to have seen the ad endorsed by Guo Jingjing. It's a soymilk machine for puppies, and it's also an ad that was broadcast during the Olympic games on CCTV's five sports channels. Someone said immediately.

What? Got preempted by Puppy Electric again?

The director suddenly looked depressed, and then said: It's normal, after all, Guo Jingjing is the queen of diving. In the women's springboard event, she is definitely the best in the world. Her gold medal has long been considered in our Chinese team. Those who usually pay attention to diving will definitely predict that she will win the gold.

It's just that since other home appliance brands have already found her to be the endorser, and the advertisements are broadcast on CCTV's Olympic Games, it's not appropriate for us to find her to be the endorser. Do you have any other options?

Director, I think we can find table tennis players, Wang Nan and Zhang Yining are both suitable! Another person said.

It makes sense. Table tennis is a national sport after all, and table tennis players are well-known. Looking around the country, no one knows Wang Nan and Zhang Yining. If we find them as endorsements, our brand awareness will be greatly improved. said the director.

However, someone immediately poured cold water: Director, Puppy Electric seems to be one of the title sponsors of the National Table Tennis Team. It seems that the contract was signed before the national team went to the Olympics. I remember reading the news that Puppy In addition to naming the national table tennis team, Electric also named the women's volleyball team!

Why is it a puppy appliance again! The director leaned back on the chair weakly.

At this moment, someone's cell phone vibrated, as if a text message had come.

The man picked up the phone and looked at it, and immediately said with surprise; Director, our Chinese team's Li Ting and Sun Tiantian won the tennis women's doubles! Before this, our country has never won a gold medal in Olympic tennis. This is a major breakthrough in history!

Really? Show it to me! The director reached out for the phone, and there was a text message on it, introducing that Li Ting and Sun Tiantian had won the Olympic women's tennis doubles championship.

In the era of smartphones, people want to read news, and there are various news apps.

However, in the era of feature phones, many people still hold black and white screens, and cannot even receive MMS, let alone read news apps.

Therefore, SMS news came into being. After paying a certain amount every month, the operator will push current affairs news to customers in the form of SMS.

There is even that kind of text message that sends a bunch of news catalogs, and if you reply with a letter, the news will be sent.

There are a lot of fraudulent advertisements in text messages now, and there are also many prevention and control reminders, but there is no such thing as text message news.

At that time, there was even a service to watch NBA live broadcasts by SMS, which was probably like a simplified version of the current text live broadcast. A text message was sent in half a day to talk about the scores of the two sides, which players scored, and so on.

But even with such simple conditions, there are still many fans who enjoy it, staring at their phones all the time, waiting for a text message to report the score. If you see the team you support score again, even if you don't know how to score, you will feel full of joy.

At that time, there was an NBA live broadcast on CCTV, and there was an activity to send text messages to a certain number to win sneakers, jerseys and magazines. Sending the letter A represents the home team, and the letter B represents the visiting team. A text message costs one yuan, and old fans should know it.

A certain idiot Internet writer named Guanguan often sends text messages, and the text messages he is cheated of every year are more than the current Tencent sports membership. In the end, not to mention winning sneakers, I didn't even see a shoelace!

Closer to home, when the director saw the text message news, a look of joy appeared on his face.

Although Li Ting and Sun Tiantian's popularity is not high, they are far behind Guo Jingjing and Wang Nan, but the first gold medal in tennis, such a major breakthrough, will definitely be hyped.

The director took a deep breath and continued; We can sign these two athletes as spokespersons! And this gold medal is a surprise. No one would have expected it before the game. I don't believe that our country can win the tennis women's doubles event. Puppy Electric can also sign them in advance!

The director said, looked at everyone, and continued: Do you have any other more suitable personnel? If not, we will finalize these two people as our spokespersons!

no comment!

Listen to the director!

What the director says, we will do!

Everyone reached a consensus in an instant.

The director smiled and nodded, then looked at his watch, and said, Okay, it's getting late, it will delay everyone's dinner today, how about it, let's go eat hot pot, I treat you!

The director is also good at being a leader, and by asking his subordinates to work overtime and hold meetings, he naturally has to give everyone some sweets to avoid complaints.

Having a meal together and having a good meal can also be used as a team building, and by the way, enhance the relationship between colleagues.

So everyone came to the hot pot restaurant one after another.

The business of this hot pot restaurant is very good. When it is busy, it needs to wait in line for a table. In order to avoid boring customers in line, the hot pot restaurant also specially prepared a TV for customers to entertain.

At this time, the broadcast of the Olympic Games is being broadcast on the TV. In addition to the customers queuing up, there were even some customers who had finished their meals, and other idlers gathered around to watch the Chinese team's game.

After a game ended, the screen changed to an advertisement.

Two female tennis players appeared on the TV screen, Li Ting and Sun Tiantian who just won the championship.

Usually playing tennis, being outdoors all day, exposed to the wind and the sun, is more harmful to the skin.

When the screen changed, a face steamer appeared in front of the two Olympic champions, and the narrator continued to read the advertisement: Fortunately, we have a puppy face steamer, which keeps the skin moist and locks in nutrients...

The director who was waiting for his seat turned purple when he saw this scene!

What's the situation, just won the championship on the front foot, and the advertisements on the back foot are all out!

Isn't the gold medal in women's tennis doubles unpopular? Wasn't no one predictable? How come this was also guessed by Puppy Electric!

Seeing the director standing there with an embarrassing expression on his face, the expressions of his subordinates suddenly turned bitter.

Director, shall we still eat this hot pot meal? asked one without winking.

What else do you want to eat? Go back to the meeting! The director roared angrily.

...

Before the start of the Olympic Games, Wang Jiuyang chose a lot of athletes as spokespersons, but in the end it was Li Weidong who made the final decision.

Relying on the memories of his previous life, Li Weidong picked a bunch of Olympic champions, and then added unpopular events such as women's tennis doubles.

The result is that the advertisements of Puppy Electric are constantly swiping the screen on the TV channel, and every advertisement has the latest Olympic champion.

The effect of this kind of publicity is unprecedented. When the athletes first won the championship, it was the time when the popularity was the highest. Many athletes were originally unknown, and the common people did not know who they were.

But as long as the Olympic gold medal is added, he will immediately become a popular figure and the focus of the media. Almost all major media will be screened by this athlete.

At this time, the advertisement endorsed by this athlete will have a very deep impression on consumers. The audience in front of the TV will unconsciously associate the product endorsed by the champion athlete with the Olympic gold medal. If you get a gold medal, you will think of the product he endorsed.

Not long after, Liu Xiang won the 110-meter hurdles championship in the Athens Olympics. On the second day, not only the TV media, but also various paper media, Liu Xiang's advertisements for Puppy Electric were all published.

The effect of this wave of leaflets is really too strong. The brand value of Puppy Electric has risen several steps in an instant, and it has almost become the most famous home appliance brand in the hearts of ordinary people.

At this time, the domestic counterparts, as well as those experts in marketing planning, all realized that the advertisements made by Puppy Electric using the Olympic Games are perfect hype, which can be used as a case study and explained in MBA courses.

However, this wave of publicity for Puppy Electric did not end because Liu Xiang won the championship. This classic publicity case, there is still the last lesson.

A few days later, in the women's volleyball final of the Athens Olympic Games, the Chinese team won three games in a row to complete the reversal after losing two games first.

The Chinese women's volleyball team won the championship!

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