Cooperation with the yak brand is no different from other companies for Cui Ning. In 2001, the marketing cost budget for yak was not very high, and the advertising was naturally not high. However, after hearing some cooperation between Cui Ning and Hailan, Cui Ning could actually go directly to Hailan's branch to conduct research and expressed his strong interest.

As for Niu Gen's proposal to visit Yu Jinlong and learn some Hailan's management experience, Cui Ning felt that it was not a big deal, but it was best to need an opportunity. Otherwise, visiting the office directly would be embarrassing for the two entrepreneurs, and there would be no deep enough communication, so it would be better for both parties. Mr. Niu thought about it and agreed with Cui Ning's suggestion.

Niu Gen is also very interested in Cui Ning's participation in the Olympic Games and the big operation of Olympic marketing, but that is four years later. At present, the cooperation between Cui Ning and Niu Gen will start with the Tetra Pak bag product.

Cui Ning, who participated in the Olympic-related work, also received a notice of an internal event.

It is a company under the Longguo Sports Commission. It invites well-known brand planning and service companies in Longguo to attend a briefing meeting of the Sports Commission.

When I arrived at the venue, I realized that this was a very large event. Longguo's planning, consulting, branding, marketing, advertising, and public relations companies came to hundreds of companies, including several companies as shadow shareholders. For example, Cui Ning saw Sun Keran, Dong Guoyong and a few familiar friends. After greeting each other, he sat in his seat and saw the information of the meeting.

After the Olympics, many athletes' popularity has increased significantly, including business opportunities, etc. However, whether it is the Longguo Sports Bureau or the management centers, there is actually no complete concept of how to explore and how to use the popularity of these athletes, so naturally management is very chaotic.

Including some popular sports, the athletes have many advertising and business opportunities. For unpopular competitions, even if they win the Olympic champion, the athletes have not paid much attention to them after enjoying a burst of applause.

Now the Long National Sports Commission is not short of money, or is very rich, but it also hopes to achieve scientific management of athletes' personal brands, including the value of some athletes being recognized by the society and the media, especially between enterprises and sports athletes, where there should be some better communication opportunities and channels.

So the Sports Commission held such a meeting to listen to the opinions of professionals.

However, it is difficult for the Sports Commission to think that there are people, and the commercial interests behind this are really hard to describe.

Many companies present, as well as the so-called masters (these masters cooperate with celebrities and Longguo TV, shoot advertisements for many growing companies every year and broadcast them, and the profits are considerable. Moreover, this work does not have a high technical content. The most important thing is that the company must be famous, and the previous cases must be loud and famous. The company's demand for popularity is greater than anything else).

Therefore, their respective views are also to prove that they are right, or to come here to increase their popularity and win more support from the company through such activities.

When it comes to real turnover, Cui Ning's company should rank in the top two or three, but Cui Ning is not a company mainly based on TV advertising after all, and has a short establishment time and has not had a high influence in the industry. Therefore, the speaker did not have Cui Ning, and Cui Ning also fell into a clean position. Just take it as a study, and it will not affect his cooperation with the company anyway.

"Many colleagues say that I can only promote my company and only do TV commercials." The guest of the speech was named Lin Maozhong, who is a well-known planning master in Longguo.

In 1989, Lin Maozhong was just 23 years old and entered the advertising circle. He worked on the TV station and filmed the Lanchun air conditioner advertisement for "scoring six goals in one shot". Then, since the Lanchun advertisement was broadcast on the prime time of Longguo TV that year, this was a very great encouragement for Lin Maozhong, so a young man firmly embarked on the road to advertising.

In 1996, Lin Maozhong published his first advertising book, "The Advertiser's Notes", which was written by Lin Maozhong in three years, because the previous advertising ideas were all from some works in Meiguo or Wandao. This was the first advertising book published in mainland China that focused on practical operations, written by the people of Longguo himself, and became the best-seller of that year. More than 10,000 copies were sold in the first month after publication, and Lin Maozhong was therefore well-known in the advertising industry.

In 1997, Lin Maozhong founded his own advertising company in Longdu and had already delivered customers. He has successively served many brands such as "Elephant Floor", "Arctic Circle Thermal Underwear", "Longguo Kung Fu Fast Food", "Da Xiong Eagle", "Qi Pai Men's Clothing", "Xia Ke v9", "366 Degrees", "Golden Dragon", and "Hercules", which greatly improved the popularity and sales performance of these brands. Among them, Zhen Kung Fu Fast Food has reached more than 540 direct stores in the country in six years, becoming the first Chinese chain fast food brand in the country.

After several years of development, Zhen Kung Fu Fast Food has grown from several small stores in Guancheng. The number of direct stores nationwide has exceeded 500, making it the number one brand of local fast food.

Help Guicheng Guijiang Group launch the new "Guitianxia" tea project, achieving sales of 70 million in just two years, becoming the number one tea brand in Guicheng and the annual brand of Longguo TV;

The annual sales of Golden Dragon increased from 170,000 boxes to 1 million boxes;

Qipai Clothing has never sold less than 200 million yuan, and its sales volume exceeded 1 billion in two years;

Xiake Candy's sales increased by 7 times;

366° increased from 700 million to more than 2 billion in two years.

...

This is the advertisement Lin Maozhong made for himself in Longguo Aviation magazine. Of course, almost every customer who chooses Lin Maozhong must find celebrities to endorse, shoot TV advertisements, and then place advertisements from tens of millions or hundreds of millions of yuan. According to the "master", this is called "creative energy release". Corporate brands plus celebrities and carefully produced advertisements plus Longguo TV. There is no reason why brands are not popular.

As for whether Longguo TV is a life-saving straw, cases similar to Qinchi have been automatically ignored by Master Lin.

At this time, Master Lin was also talking about his views, refuting those "companies without vision and courage" at the first level:

"I was named one of the top ten national planners, which is a recognition of my ability and also a recognition of the planning results.

My cases are all clear and clear. I have to ask me to plan, and I have neither the ability nor the courage to put on TV commercials. So what else can I talk about?

I will make you a big plan with the goal of attracting consumers and media and making planning a driving force for the brand.

In our Long Kingdom, at this stage, popularity is productivity. The higher the popularity and the wider the influence, the higher the benefits the corporate brand can bring.

Many small planning companies can also do planning, but those planning are nothing more than learning from me. If you can’t afford to find first-tier stars, you will find second-tier and third-tier stars. You cannot broadcast advertisements on Longguo TV, and you will broadcast them on local TV stations.

Then I understand it very well, proving that first-tier stars, Longguo TV, and my creativity and advertising are the best combination. It’s just that you have no money and no vision, so you can only build second-tier and third-tier brands.

In the past two years, we have also cooperated with the world champion and Olympic champion and shot some advertisements. Everyone knows the specific ones, so I don’t need to mention them.

So I think the national entitled "This conference is very good". I will continue to recommend my athletes and world champions to some big companies, and serve corporate brands together."

"Thank you for sharing with Teacher Lin" host was invited by the Sports Committee and he doesn't know much about the brand. However, many companies that Master Lin serves are familiar with, so his admiration for Master Lin is very natural. "There is a live salon below, and I have invited a few teachers."

On-site salons are usually several influential or representative guests in the industry to discuss one or several topics. If you meet a very professional host, you will guide several guests to collide with different opinions, so that the atmosphere on the scene can be lively and the guests can feel participation and accomplishment.

Because Sun Keran is a boss from a university and serves big customers like Hailan, he participated in the salon as a semi-academic and semi-practical guest. Master Lin naturally represented the marketing planner to attend the salon.

There is also an acquaintance of Cui Ning, a person in charge of Longguo TV, who met at an internal meeting of Minister Tao. The middle one was the head of the Sports Commission and one of the main leaders of the event. The other one was the head of an advertising company in Shanghai.

As a professor in a university, Sun Keran first talked about some of his views on branding, marketing and advertising.

"Advertising is one of the effective means of brands, but it is definitely not the only means, or it is not the best means for most customers." Sun Keran made a clear statement and directly stated his point of view:

"I will never oppose the model of star Galong National TV. For many companies, this must be effective, such as sports food and the use of world champions. This is in common sense and the interpretation of the brand is also very good. However, the interpretation of the brand by many companies may not be just TV advertising, and the connotation of the brand needs to be continuously strengthened from the spiritual and cultural level.

Some of our athletes are very well-known, while others are not high, which is the same as those of the company, but it does not mean that they have no commercial value. Some athletes with low popularity actually have a very high influence in some areas, such as professional fields and targeting different groups of people.

What companies need is not only popularity, but also reputation and loyalty. Of course, companies ultimately hope that the public will have a favorable and trust in its brand, and how to promote it through various forms.

For example, launching certain activities with world champions, and some entrepreneurs themselves are enthusiasts of certain sports, such as mountaineering, swimming, etc., so let entrepreneurs and celebrities participate and experience together, and at the same time integrate the company's products and brands into it. Such marketing methods are win-win for both the company and the athletes.

Otherwise, simple advertising is just a simple way of planning and profit, not the most scientific way.

Moreover, if you want to truly grow with a company, you have to put in a lot of effort. Advertising is the easiest thing, doing activities, designing activities for companies, and even visiting the market with companies. This is the hardest thing. There are few domestic companies that can do.

In addition, when it comes to cooperation between athletes and enterprises, the development stage of the enterprise should also be considered. Some enterprises want to become famous in one fell swoop, and sales soar, but the quality of the product, the social ethics of the enterprise, and the risks of the enterprise industry.
Chapter completed!