It was the first time Lin Qingya heard of such an advertising model, and she was stunned for a long time before she came to her senses.
The routine Li Mu mentioned was almost ruined by major companies in the past life. I don’t know how many companies have cooperated with QQ, but now, no one has played with this model.
If you want to use virtual currency to attract physical consumers, you must first let physical consumers have sufficient recognition of the virtual currency. This is particularly demanding for online companies that provide virtual currency. Otherwise, if users do not recognize the virtual currency, the virtual currency will be lost. Promotion will not achieve actual results.
In my previous life, even QQ did not really promote QQ coins in early 2003, but now YY coins have been popular around the world for less than half a year, whether it is YY's various paid value-added membership services, YY cartoon shows, YY games Both YY pets and YY pets require the use of YY coins, and these paid services have a very large audience, so users recognize YY coins particularly, which satisfies the basis for using YY coins to promote physical goods.
Lin Qingya did the math herself and said: "Mr. Li, if we do what you said and let Coca-Cola pay us US$100 million, we will give them virtual coins worth US$200 million and open a secondary page for them. Advertising and promoting this kind of cooperation is still very cost-effective for Coca-Cola.”
Li Mu nodded and said: "Of course it's a good deal. In addition to the direct value of our advertising, the 200 million U.S. dollars of virtual currency will play a huge role for them. If on average each redemption code can be exchanged for 20 cents of virtual currency. , US$200 million in virtual currency is enough for them to produce one billion bottles of cooperative Coke. With YY’s influence, these one billion bottles may not be long before they are sold out.”
Lin Qingya said: "But the promotion cost of 100 million US dollars is really scary. I guess if we go to zero, Coca-Cola will be very interested."
Li Mu waved his hand: "What are you going to do? Our first cooperative advertisement must be strong enough. This is related to our corporate positioning and tone. We must show a superior attitude at the beginning. We must Setting a high enough threshold for cooperation and never lowering the threshold requirements for any company is the only way to ensure our characteristics."
With that said, Li Mu added: "You can directly make the plan I just mentioned into a project plan and give it to Coca-Cola. If Coca-Cola refuses or wants to bargain, it doesn't matter, just ignore them and turn around and read this cooperation plan wordlessly. Change it to Pepsi-Cola, tell Pepsi-Cola that as long as he nods, all the elements about Coca-Cola will be replaced by apprenticeship, and then you will see how the two of them will compete."
Lin Qingya immediately nodded with understanding: "I understand. I will make the project plan today and send it to the interface person at Coca-Cola."
Li Mu smiled slightly and said with determination: "With a budget of 100 million US dollars and a global promotion, this deal is too worthwhile for any of them. If they have normal thinking and logic, they will definitely not refuse it. This kind of collaboration.”
After that, Li Mu said to Li Qingya: "Makino Technology can start external advertising cooperation next, but there are a few principles that must be followed."
"First, we only cooperate with companies that have sufficient strength. Globally, we only cooperate with the world's top 500 companies. Within each country, we only cooperate with the world's top 500 companies or the top 100 companies in the country. If it is For small and medium-sized countries, we will only cooperate with the top 50, top 30 or even top 10 companies in the country;"
"Second, we do not accept any hard advertising or soft advertising, only cooperative advertising, and the cooperation plan must be decided by us;"
"Third, in the cooperation plan, we must have special discounts and care for our users. Even if we cooperate with car companies, the manufacturers must at least promise to give YY users certain discounts or special customized gifts, otherwise we Absolutely uncooperative."
Li Mu is very clear that as more and more advertisements are seen in life, ordinary users are becoming more and more resistant to advertisements, and the conversion rate of advertisements is getting lower and lower. Such an environment will promote the advertising industry in the future. In the past ten years, it has developed rapidly and continuously innovated. Starting from pure offline and traditional media hard advertising, it has gradually developed soft advertising, Internet advertising, cooperative advertising, etc.
In Li Mu's view, in the future advertising industry, hard advertising will gradually decline and become useless. With high prices and inefficient conversion rates, this form of advertising will eventually become a waste of time due to increasingly lower cost performance. A helpless choice for large companies to maintain their exposure.
Let's take Coca-Cola as an example. Even if one day TV advertising no longer means much, they will still spend a lot of money on major TV media. These investments are not for the purpose of obtaining high numbers of users and sales conversions. But in order to maintain the brand's exposure to the public, when Coca-Cola stops advertising, it must mean that there is a major problem or change in Coca-Cola.
Although high-end users have a huge demand for hard advertising, according to Li Mu's positioning, YY will continue to eliminate hard advertising in the future as it does now, and will not do this type of advertising that directly offends users.
However, in addition to hard advertising, soft advertising itself is somewhat ineffective.
Soft advertising itself is actually a kind of inducement or even deception. Therefore, this method has always been extremely popular among small and medium-sized enterprises. They have the opportunity to use a small amount to make a big difference. A global platform like YY, in order to ensure its own success, If you don’t have the style, tonality, and cater to your own users, you will definitely not be able to help other companies develop soft advertising in the future.
He doesn’t want to do hard advertising, but he can’t do soft advertising, so in Li Mu’s eyes, the only thing he can really do is cooperative advertising, and it is deeply customized cooperative advertising.
In his previous life, Li Mu had seen too many cooperative advertisements. He didn't know how many advertisements he had seen just by scanning codes in exchange for QQ coins. There were even more models where users of a certain platform went to a certain merchant to enjoy exclusive discounts. Countless, just on platforms such as Dianping, Autohome, and Ctrip, there are countless merchants adopting this model for promotion, and the operation model of group buying websites is also the same.
This kind of cooperative advertising model is what Li Mu really wants to see on YY.
It might be difficult for others to understand Li Mu's almost mystical way of cooperation, but Lin Qingya quickly understood Li Mu's thoughts and knew what he really wanted.
What Li Mu wants is to earn huge amounts of advertising fees without causing users to have any resistance to advertising. More importantly, he also wants users to get tangible benefits from such advertising and increase advertising cooperation. After the entry threshold is set, those who come in must be well-known companies from all walks of life, which will greatly promote the corporate image and brand value of Makino Technology itself.
Li Mu spoke again at this time: "By the way, Qingya, I'll give you two tasks."
Lin Qingya hurriedly said: "Mr. Li, tell me."
Li Mudao: "On the one hand, you have to start building a BD team and advertising planning team. On the other hand, you have to take the time to sort out the details of our full set of products and see which links are suitable for advertising cooperation. All types of cooperation should be sorted out, and then people will prepare a plan to contact the target companies."
Speaking, Li Mu gave an example: "Take McDonald's as an example. If McDonald's is willing to launch a new YY meal package for YY users and provide certain discounts and customized gifts in the pricing of the package, then we will be in YY Pets Add McDonald’s new set meal to the pet props, promote it as a popular prop, and promote McDonald’s brand and products through implantation.”
"Or in our YY show, the clothing, accessories, cars and other items in the background can now be used for advertising cooperation. If A&F in the United States is interested in cooperation, we can launch a product in the domestic YY show in the United States. Approval of their latest clothing of the season allows users to use it for free. If domestic companies such as Metersbonwe and Baleno are interested in cooperation, we can carry out the same cooperation with them in our domestic YY show."
"If Ford wants to promote in the YY show, we can use their currently popular car models as elements to design a YY show car prop and provide it to users for free... "
Lin Qingya's eyes lit up and she said: "I understand, Mr. Li, according to your example, we have too much room for operation, and this kind of cooperation can achieve a certain level for us, users and partners." to achieve the best results! I will carefully search for the right fit in our product ecology, and then have in-depth discussions with the target company!"
Li Mu nodded approvingly. There is no doubt about Lin Qingya's execution ability. She will definitely be able to do this matter thoroughly. This will be a huge source of profit for Makino Technology.
In Li Mu’s concept, Makino Technology can open up advertising cooperation, but this kind of cooperation must not only focus on money. All cooperation must follow its own rules of the game. Otherwise, no matter who the other party is, no matter what price the other party offers, as long as he does not follow If he sets the rules of the game himself, he will never give him any chance to cooperate.
Li Mu highly admires many of Steve Jobs' operating concepts. After a company grows to a certain scale, it must have its own ecology and its own open platform, but it must not be completely open. It must have its own closed loop and bottom line. limit.
Just like Apple's APP-Store, APP-Store is an important part of Apple's ecosystem and is also Apple's open platform. In principle, Apple allows all applications that meet the requirements to be put on sale in its own app store, but these third-party applications You must completely follow your own game rules, otherwise you will be killed no matter who you are.
The same operating philosophy applies to WeChat’s public accounts. Official accounts are an important part of the WeChat ecosystem and are also an open content platform for WeChat. Whether individuals or businesses, you can register a WeChat public account, but it must meet the requirements of WeChat. , otherwise WeChat can ban the other party’s official account at any time.
Now, Li Mu wants to establish an open advertising platform within the YY ecosystem and formulate strict access rules for this open platform. As long as it is verified several times in practice, this cooperation model will definitely be adopted by the vast majority of potential partners. Accepted by partners.
Whether the other party is Coca-Cola, McDonald's, Wal-Mart, or Ford Motor Company, as long as the other party is interested in cooperating with you, they must follow their own rules of the game!
(End of chapter)