Su Zelin knew what Xu Guorong was thinking by observing his words and expressions, so he struck while the iron was hot.
"In fact, I have always felt that the advertising potential of the Spring Festival Gala has not been fully explored, which is a pity. At the same time, New Century also hopes to take the opportunity of the Spring Festival Gala to go nationwide, so we are looking for your station to discuss the possibility of in-depth cooperation!"
"If this new model of cooperation is successful and the advertising effect is good, the Spring Festival Gala will likely jump directly from the 100 million yuan era in 2002 to the 200 million yuan era!"
"When Gold Rush launched its value-added services, we invested 5 million as a pioneer, which set a good example for Gold Rush's value-added services. Now its revenue situation in this area is very good. Without being modest, I have to say that New Century has made some contributions!"
"I hope New Century can create the 200 million yuan era of Spring Festival Gala advertising revenue together with your station!"
The gangster painted a big pie in the sky with a smile, but it just hit Xu Guorong's pain point.
It took nearly twenty years for the Spring Festival Gala to go from receiving the first sponsorship of 6.88 million to revenue exceeding 100 million yuan.
Given the current situation and the annual growth rate of advertising revenue, if nothing unexpected happens, it will take many years to break through the 200 million mark.
However, New Century has now brought the Spring Festival Gala an opportunity to double its revenue within two years, and it is impossible for Xu Guorong not to be tempted.
Yet he was still a little hesitant.
Naturally, TV stations also want to see a big increase in advertising revenue from the Spring Festival Gala, and no company will say no to performance.
However, the Spring Festival Gala is, after all, for the purpose of entertaining the general public. We are afraid that the other party will put forward too many conditions, making it too commercial and subject to much criticism, which would go against the original intention of holding this program.
This is also the reason why the exposure rate of Spring Festival Gala advertising co-sponsor brands has been so low over the years. For example, Combas watches only have a pitiful midnight time signal.
Su Zelin winked at Yang Fen, who took out a piece of paper from his briefcase and handed it over: "This is the advertising cooperation plan we drafted. Mr. Xu, please take a look."
That’s right, this big project involving 200 million yuan had a plan on just one piece of paper.
This is a little trick.
There is a reason why Su Zelin did this.
He understands the TV station's concerns.
If you come up with a detailed proposal of dozens of pages, the other party may reject it directly when they see that it seems to have too many conditions.
Therefore, the simpler the plan is, the better. In fact, even if Su Zelin really puts forward many conditions, he will only simplify them onto a piece of paper, which will give the other party the illusion that the conditions are not too many.
Of course, the specific plan cannot be that simple, but we can wait until the other party agrees and reaches a cooperation, then we can discuss it in further details.
Take the issue of advertising placement for example. Even if New Century does not mention it, the TV station will take the initiative to ask which program you plan to place the advertisement in, whether you need any products as props, etc.
But that is a matter for the future. The one that is given to Xu Guorong for review should not be too complicated.
Sure enough, Xu Guorong instantly became excited. He also felt that how many conditions could be put forward on such a mere piece of paper, so he took it and began to browse it.
However, he found that the conditions proposed by New Century were not very many.
Just three o'clock!
The midnight announcement and the placement of advertisements in the program were both within Xu Guorong's expectations.
The third one is the highlight, and involves the most content - sending red envelopes.
During the Spring Festival Gala, the TV station needs to launch an activity to receive blessings through text messages from viewers, and work with New Century to randomly distribute three rounds of red envelopes totaling 88.88 million to viewers.
The minimum value of these red envelopes is 88, and the maximum is 8888. However, they can only be used to deduct the purchase of digital and digital-related products in New Century stores. You can go to the store to make purchases with your mobile phone number and official text messages.
Of course, the 88.88 million is extra money paid by New Century and has nothing to do with the 200 million sponsorship.
To put it bluntly, this is a disguised marketing campaign.
However, it is novel.
Although this is a common tactic used by Internet giants in later generations, including Weixin, Zhifubao, Baidu, and Douyin, it is just a new thing now.
Besides being novel, it’s also festive.
As we all know, sending red envelopes during the Spring Festival is a custom in the Xia Kingdom.
The TV station distributed red envelopes to people all over the country, everyone was happy, and the commercial atmosphere was weakened as much as possible!
Ordinary people will naturally not be disgusted by such advertisements.
At the same time, because of these three rounds of red envelope rains, New Century’s presence in the minds of ordinary people has been maximized, which is countless times better than advertising effects such as the midnight time announcement!
In fact, even without the midnight announcement and program advertising, this alone is enough.
Although this plan is simple, it cleverly grasps the psychology of the TV station.
Su Zelin was very sure that the other party would agree.
After all, it is borrowing money from New Century to give red envelopes to the people, and you don’t have to pay a penny yourself. This marketing method is not vulgar, but caters to the atmosphere of the Spring Festival. Why not do it
I finished reading the entire cooperation document very quickly, after all, there was not much content.
“It’s a good idea to give out red envelopes.”
Although Xu Guorong only gave a brief comment, Yang Fen and Kang Baohong were overjoyed.
The boss affirmed the most important point, which means he also has the intention and thinks this cooperation model is feasible.
"but… "
Xu Guorong changed his tone and said, "This is not a trivial matter. I still have to hold a meeting with other people to discuss it. I will give you a reply within three days!"
"Okay, then let's wait in Yanjing and wait for good news."
The three of them stood up and said goodbye. They knew that Xu Guorong was busy, so they didn't take up too much of his time.
In fact, the whole thing only took a cup of tea to discuss.
During this period, Kang Baohong didn't dare to speak much. One has to be careful with words in such occasions, and he was afraid of saying something wrong.
During his stay in Beijing, he was not idle. He took some time to visit the person in charge of Yanjing to learn about the establishment of the direct-operated store here.
To enter the national market, the capital is naturally a strategic location for businesses. Before the New Century opened at least two directly-operated stores in every district of the capital, the task was arduous, and the person in charge of Yanjing had dark circles under his eyes, which showed that he was really dedicated.
Kang Baohong was a little anxious. Although he had been the general manager of New Century for several years and was no longer a rookie, this cooperation was of great importance and one of the most important strategic steps for the company. He really hoped that the TV station would give their approval.
Yang Fen was a little calmer. New Century was determined to win this cooperation. If the first plan failed, there were still the second and third plans as backup. However, the exposure and marketing effect would definitely not be as good as the first one.
As long as you lower your conditions, there will always be a TV station that will agree to the high sponsorship of 200 million.
Of course, it would be perfect if the TV station had no objection to the first plan.
In fact, the three of them didn’t have to wait too long, as they received a call from Xu Guorong the next afternoon.
"I just called a meeting with some other people from my station, and they all expressed their approval. If the three CEOs are free, they can come over to sign the contract at any time!"
After all, it is a big business. If the cooperation is reached, New Century will also be the TV station's largest funder that year, so Xu Guorong attaches great importance to it and acts quickly.
After discussion, they felt that they could not refuse New Century's cooperation proposal. After all, it offered too much, nearly doubling the sponsorship of the Spring Festival Gala.
If this model is successful, not just this year, but in the future, major companies will come to TV stations with at least 200 million to negotiate Spring Festival Gala sponsorship.
In addition, the advertising model of sending red envelopes provided by the other party was also very reasonable, which avoided people's complaints about its heavy commercial flavor, so the leaders of other TV stations thought that this plan was feasible.
"That's great, Mr. Xu. Our hotel is near your headquarters. Why not do it now?"
Su Zelin suggested.
"Okay, then I'll wait for the three CEOs to arrive!"
After hanging up the phone, Su Zelin said two words to Yang Fen and Kang Baohong who were looking at him: "Done!"
"Very good!"
Kang Baohong was so excited that he almost danced.
He immediately left the hotel and headed to the TV station's headquarters building. This time, in addition to Xu Guorong, he also met with several other TV station bosses.
After some casual pleasantries and getting to know each other, Yang Fen took out the contract he had prepared long ago for everyone to review.
There are no tricks in the contract. No company dares to play tricks on the contract with a state-owned enterprise of this level, otherwise it would be digging its own grave. If you really offend others, they can easily kill you.
Not only was there no trickery, but the New Century side was even very generous. As soon as the contract was signed, 288.88 million would be immediately transferred to the other party's corporate account.
This really surprised the other party.
After all, there are still two months before the Spring Festival Gala.
Based on past experience, sponsors usually give a few percent of the deposit first, and the remaining amount will be transferred almost by the agreed deadline.
After all, this is a huge amount of money, easily amounting to hundreds of millions. Even if you put it in a bank, the monthly interest will be in the millions.
They didn't expect this company to be so straightforward. Not only did they agree to pay the sponsorship fee immediately, but they also provided the 88.88 million Spring Festival Gala red envelopes in full in advance. They had never seen such a generous sponsor.
Su Zelin naturally had his own reasons for doing this.
In this way, New Century has won the favor of the TV station, which may actively provide the company with higher exposure in advertising placement and three waves of red envelopes.
Apart from anything else, perhaps in the future there will be more news on the new century on TV stations, and these are all intangible effects.
When it is time to be thrifty, a scoundrel can stretch a small amount of money to the utmost, and when it is time to be generous and magnanimous, he will never be stingy. This is the correct way to do business.
If a company is always stingy, it will be difficult for it to develop, let alone develop at a high speed. It is also not good to be too ambitious and become a sucker. The balance between the two must be struck well.
On the day the cooperation was reached, the TV station invited the three of them to dinner, which is also a customary practice in Xia Country.
He is the biggest sponsor of the year and is so generous. He has come all the way from Shenghai, so we have to entertain him out of courtesy.
The next day, at noon, Kang Baohong woke up groggy in bed.
He is not bad at drinking, but he drank a little too much last night. Firstly, he was in a good mood, and secondly, he had to respect the leaders of the TV station, so he had to toast them a few more times. In the end, he passed out. After thinking about it, it seemed that Su Zelin and Brother Yang carried him back to the hotel on both sides. Kang Baohong felt a little embarrassed and thought that he needed to hone his drinking capacity.
Fortunately, I can drink quite well, so I don't say anything nonsense even though I drink a lot.
At this time, the mobile phone placed on the bedside table rang. I saw that it was Yang Fen calling. I thought he was asking me to get up and eat, but unexpectedly I received another good news.
"Lao Kang, are you up yet?"
Brother Yang said excitedly: "The TV station has issued an announcement, announcing that New Century will be the exclusive partner of this year's Spring Festival Gala!"
"What, so fast?"
Kang Baohong woke up instantly.
"Yes, it's a freshly released announcement, it's still hot, you should take a look, haha!"
In fact, Xiao Yangge and Su Zelin didn't expect the TV station to be so fast, but after thinking about it, they were not too surprised.
Because the TV station has been holding a bidding system for the Spring Festival Gala in recent years, this year it suddenly cancelled the bidding and directly negotiated with others for exclusive sponsorship. Naturally, the sooner the news is announced, the better, in case the bidding time is approaching and we announce to the public that we will not bid this year and have already reached an agreement with New Century. Other companies that have been ready to bid and have prepared money will complain, so the news must be announced as soon as possible.
"Okay, I'll check it out online!"
Kang Baohong hung up the phone and got out of bed excitedly.
He brought a laptop with him on this trip so that he could handle business at any time. There was an Internet cable in the hotel, so he could connect to the Internet.
I turned on the computer, logged into the XP system, opened the Firefox browser, searched for the TV station's official website, and as soon as I entered the page, I saw a striking red announcement. The title was related to the exclusive title sponsorship of the New Century Spring Festival Gala.
When Kang Baohong clicked in to see the details, he couldn't stop smiling.
This trip to Yanjing was really not in vain!
I feel a little sad to spend nearly 300 million. Only the boss has such courage. If it were me, I wouldn't even dare to think about it.
However, he believed in Su Zelin's decision. Kang Baohong found that as New Century developed to this day, all the decisions, big and small, made by this big boss were extremely wise, as if he never made mistakes, and he also made countless brilliant moves.
If nothing unexpected happens, after this year's Spring Festival Gala, New Century will be known to everyone in Xia Country and become a well-known national enterprise.
After the cooperation with the TV station was reached, Xiao Yangge and Kang Baohong returned to Shenghai on the same day. After all, they had stayed here for a few days, but Su Zelin chose to stay for one more day before leaving.
He made an appointment with Zhao Mingxuan.
Before Su Zelin called the man with glasses, the other party called first.
"Fuck, Su Zelin, you came to Yanjing to discuss sponsorship for the Spring Festival Gala?"
Zhao Mingxuan sounded very shocked on the phone and even said a swear word.
Before boarding the plane, Su Zelin told him that he was on a business trip to Yanjing to handle some small matters.
"Yeah, you know?"
Su Zelin thought that this boy was very well-informed.
"A colleague from our law firm mentioned this during lunch. He just happened to see it on the news. This is a small matter. Are you kidding me?"
This time, Zhao Mingxuan not only used swear words, but also spoke foreign languages.
"It's OK. As long as I think there is a high probability that something can be accomplished, it's just a small matter."
Su Zelin said lightly.
Zhao Mingxuan: “…”
Will you die if you don’t pretend
The man with glasses was speechless.
But we have to admit that others do have the capital to show off.
He then asked, "So, you met the leader of the TV station?"
"Of course I did. For a collaboration like this, the CEO and the most important leaders must show up. We signed the contract yesterday afternoon and had dinner together. Otherwise, I would have asked you out last night."
Su Zelin's words were still as casual as if he was meeting a few ordinary people.
Zhao Mingxuan didn't know whether he had really reached a level that he couldn't even imagine or was just pretending.
But I am really envious of the guy with glasses.
After hanging up the phone, he let out a long sigh.
If I had Su Zelin's ability, would Rongrong and her parents dare to look down on me even if I came from a small place like Jianglan
Suddenly remembering something, he dialed another number.
"Hello, Rongrong, are you free after get off work today?"
Zhao Mingxuan’s girlfriend is called Niu Rong, and her nickname is Rongrong.
"What's wrong? I have to go home tonight and I won't go to your place!"
The woman seemed a little impatient.
After graduation, the two did not live together. Niu Rong still lived with her parents most of the time, while Zhao Mingxuan rented a house outside. His girlfriend would only go to accompany him when she was in a good mood. Zhao Mingxuan did not dare to force it and was very humble in front of Niu Rong.
"It's like this. A high school classmate of mine is in Beijing on a business trip. He said he wants to have a small gathering with other classmates in Beijing tonight. Family members are welcome to come, so can you go with me?"
Zhao Mingxuan had a completely pleading attitude. He also wanted to take this opportunity to meet his girlfriend, whom he hadn't seen for several days.
Niu Rong snorted, "Your high school classmates are having a reunion. Why should I get involved? If you want to go, go by yourself!"
In her opinion, Jianglan was just a small place, and the people there were all country bumpkins. She was disdainful and unwilling to waste her time.
"Rongrong, just come with me. After all, my classmate came all the way here."
After a pause, Zhao Mingxuan continued, "Besides, he is a senior executive of a large enterprise in Zhejiang Province. He came to Shenghai on a business trip this time and just negotiated the exclusive sponsorship of the Spring Festival Gala!"
The man with glasses understands his girlfriend. After graduation, Niu Rong has become more and more realistic and snobbish. She looks down on small people, but if it is someone with status, she might be willing to show some favor.
As expected, Niu Rong changed her tone the next moment: "Really? Are you talking about the classmate named Su who is the operations director of New Century? Their company actually signed the exclusive sponsorship of the Spring Festival Gala. Is it that impressive? I heard that the sponsorship of this Spring Festival Gala costs at least hundreds of millions!"
Zhao Mingxuan had mentioned Su Zelin to him, but not because of Qin Shiqing.
He is a man who feels particularly inferior in front of his girlfriend, so he would elevate himself through some other hierarchical personal connections, such as my relative is so-and-so, my friend or classmate is so-and-so, and so on.
Among the people Zhao Mingxuan knew, Su Zelin was undoubtedly of a high level, so he mentioned him to Niu Rong.
"Haha, really, the TV station's official website has made an announcement. If you don't believe it, just go and take a look. My classmate's company is very wealthy. Last time, they spent nearly 1 billion to buy a piece of land in Lin'an. They plan to build a super headquarters and provide welfare housing for old employees! He and I are quite familiar with each other. This time when he came to Yanjing, he immediately contacted me after signing the contract."
At this time, Zhao Mingxuan also became a Su fan. He felt that the more prestigious Su Zelin was, the more face he would have in front of his girlfriend.
After all, I am "very familiar" with this old classmate.
"Well, in that case, I'll go with you tonight!"
Niu Rong's tone softened.
"Mingxuan, you should make good use of a classmate like this. Such a big company will always need lawyers when something goes wrong. Maybe you can get a big business from them!"
"Well... I will, of course. I will talk to him tonight."
Zhao Mingxuan wiped his sweat. In fact, he and Su Zelin were not very familiar with each other. Their relationship only improved after graduation, but they were far from being good friends.
If I were Lu Haoran, Su Zelin would probably come to me without hesitation when he needed legal services.
Unfortunately, his relationship with others was not that close. In addition, Zhao Mingxuan was arrogant, so he could not ask Su Zelin for help. He just said this to his girlfriend casually.
"That's good. Otherwise, your income is too low. It will take a long time to buy an apartment in Yanjing..."
Niu Rong started complaining again, and started rambling on and on, and Zhao Mingxuan could only nod in agreement.
…