Xun Zhen asked lightly, "What do you think of the project in Canghai?"

Song sat down next to Xun Zhen and asked, "Team leader, have you learned about the marketing methods used by French brandy to enter the American market?"

Song Qiannian asked like this, but Xun Zhen was stunned.

The information she has been checking is all cases of state-owned brands entering overseas markets, but she has never referred to foreign brands.

Seeing that Xun Zhen didn't react, Song knew that she probably had never remembered to look at the marketing cases of various foreign liquor brands entering the overseas market.

He smiled and said, "It's okay if you don't understand, team leader, I'll tell you briefly now." ”

Song Xiannian just wanted to talk about the famous marketing case, but Xun Zhen stopped him, she said, "I want to check it on the Internet myself, you stay quietly, don't disturb me." ”

After Xun Zhen said this, he just wanted to find out the information on the Internet and read it carefully. Song Qiannian reached out and pressed her hand, bowed his head and said, "Team leader, don't bother to find information on the Internet, I have already sorted out the information."

I saved the file in my WeChat file. I'll log in to my WeChat account. ”

Xun Zhen gave the computer to Song Qiannian, Song Qiannian just logged in to his WeChat, clicked on the dialog box, and a neat column of pale pink roses appeared on Xunzhen's computer screen, and those roses formed a sentence: Team leader, I'm sorry.

And behind the roses, there is a group of fireworks in full bloom.

Xun Zhen unexpectedly looked at the special effects that Song Xiannian had come up with, the corners of his mouth couldn't help but rise, but he deliberately said with disgust on his face, "There are bells and whistles." ”

Song Xinian turned his head to look at Xun Zhen and asked in a low voice, "Then have you forgiven me?"

Xun Zhen said in a sullen voice, "You didn't do anything wrong, how can you apologize." ”

Song Xiannian smiled while clicking on the information documents in his collection, "You know. ”

After Song found out the information in the past year, Xun Zhen no longer continued the topic just now, but looked at the information seriously.

It was an excerpt from a book.

October 14, 1957 was the 67th birthday of U.S. President Dwight D. Eisenhower, Allied commander in the European theater during World War II. Colorful flags fluttering and slogans fluttering on the streets of Washington, crowds of people around the White House, and thousands of empty alleys in Washington, D.C., are waiting for a moment that has been waiting for a long time.

According to the American temper, free-spirited, democratic-loving citizens disdain to come to the scene for their president's birthday. Whether it's the president or the secretary of state, what do you have to do with my Uncle Sam on your birthday? But on this day, Americans seemed unusually enthusiastic and excited, what happened?

We have to start from the beginning.

As early as a month ago, the French made extensive propaganda in various media, in order to thank the US military for their kindness to the French people in World War II, and in order to express the eternal friendship between the French and American peoples, the French decided to present two barrels of French brandy brewed for 67 years to the President of the United States on the occasion of President Eisenhower's 67th birthday. The two casks of the finest brandy will be transported by a special plane and given to the world on the president's birthday in a grand ceremony to show the world the friendship of the French people towards the American people.

French brandy? The Americans seem to have remembered all of a sudden, isn't that a fine wine that is famous all over the world? Why didn't we remember to taste it before? Everyone started talking about it, and the media was not far behind, and all of a sudden, the history, anecdotes, and anecdotes of brandy appeared in various media one after another. This brings us to the scene mentioned earlier.

The long-awaited moment has finally arrived.

At 10 o'clock in the morning, four handsome young Frenchmen, dressed in snow-white palace guard dresses, drove into the White House Square in an elegant carriage from the French Middle Ages. When the four waiters walked towards the White House with wine barrels, the Americans sang "La Marseillaise", and the audience burst into cheers and thunderous applause, and people were immersed in a joyful atmosphere.

All major news organizations sent reporters without exception. The text, pictures, and videos of the report on the ceremony filled the major media in the United States that day. The Franco-American friendship was sung by brandy, which shortened the emotional distance between brandy and the American public.

It was an extremely successful PR campaign for French brandy manufacturers. It directly cleared the way for brandy to enter the U.S. market. Soon after the ceremony, brandy, which had never been taken seriously by Americans, quickly became a sought-after item in the market, and French brandy became a popular product in short supply at a time when everyone was proud to drink French brandy. ”

After reading the whole case, Xun Zhen felt a sense of refreshment in his heart. She sighed in her heart how smart the person who was able to come up with such an ingenious marketing plan at that time.

This is a typical case of event marketing, or shadow marketing, and there are many shining points to learn from.

First of all, the most crucial thing is to choose a clever entry point of public concern. According to the analysis of public relations experts such as Kui Jun, the success of brandy lies in its clever choice of the emotional bond of Franco-American friendship.

It does not directly advertise brandy, but only as a gift to the President of the United States. This seems to be an ordinary human relationship, but there is a lot of mystery in it. The Americans made great contributions to the war against the world in World War II, especially the Normandy landings, which directly liberated France and turned the tide of the war.

America's enormous contribution to Europe has been widely recognized, and Americans are often complacent. The French chose the president, the hero of World War II and the symbol of the Americans, as the object of friendship and gratitude, which greatly satisfied the Americans' arrogant savior mentality, and while praising the United States, they skillfully displayed their products, and at the same time raised the status of the products - equivalent to the messengers of friendship between France and the United States, making it easy for Americans to be emotionally inclined to accept brandy.

Secondly, the PR campaign is very artistic.

The image of the gift is well designed. He was the same age as Eisenhower, both of whom were 67. The shape of the wine utensils and the image of the waiter carefully designed by the French artist show the exquisite level of craftsmanship in France. Transporting brandy by plane may seem like an exaggeration, but it works wonderfully.

The whole process of the wine presentation ceremony was also carefully designed, arranging four handsome young Frenchmen, wearing snow-white palace guard dresses, driving into the White House Square in an elegant carriage from the French Middle Ages, which was very artistic and could greatly enhance the atmosphere of the scene.

Finally, the media planning is quite skillful.

Before the start of the event, the Franco-American friendship was used as an excuse to use the news media to "create" material for the news, so that the propaganda campaign was highly credible, and the brandy paid very little for it.

Overall, the event was an unprecedented success because it captured the psychology of Americans and the artistry of event planning.

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