The cooperation with the yak brand, for Cui Ning, is no different from other enterprises, the yak in 2001, the marketing budget is not very high, and the advertising is naturally not high, but Niu Jian listened to some cooperation between Cui Ning and Hailan, especially Cui Ning can go directly to Hailan's branch to do research, and expressed a strong interest.

As for Niu Geng'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 better to need a chance, otherwise it would be embarrassing for the two entrepreneurs to visit, and there would not be enough deep communication, so it would be good for both parties to see the opportunity. Mr. Niu thought about it and agreed to Cui Ning's suggestion.

Niu Gen is also very interested in Cui Ning's participation in the Olympic Games and the operation of the Olympic marketing, but that is four years later.

Cui Ning, who participated in the work related to the Olympic Games, also received a notice of an internal activity.

It is a subordinate company of the Longguo Sports Committee, and invites Longguo's well-known brand planning and service companies to participate in a briefing of the Sports Committee.

When I arrived at the venue, I realized that this was a very large-scale event, and hundreds of planning, consulting, branding, marketing, advertising, and public relations companies from Longguo came, including several companies with their own shadow shareholders, such as Cui Ning at the venue, who saw Sun Keran, Dong Guoyong and a few familiar friends, and after greeting each other, he sat in his position, and then saw the information of the meeting.

After the Olympic Games, the popularity of many athletes has increased greatly, including business opportunities, but whether it is the Dragon Country Sports Bureau or the management centers, there is actually no complete concept of how to mine and use the popularity of these athletes, and the natural management is very confusing.

Including some popular sports, there are a lot of advertising and commercial opportunities for the athletes involved, and for the unpopular games, even if they win the Olympic championship, the athletes do not have much corporate attention after enjoying a round of applause.

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

Therefore, the sports committee held such a meeting to listen to the opinions of professionals.

It's just that it is difficult for the Sports Committee to think that where there are people, there are rivers and lakes, and the commercial interests behind this are really difficult to speak.

Many of the companies present, as well as the so-called masters (these masters and celebrities, in cooperation with Longguo TV, shoot advertisements for many growing companies every year, and then broadcast them, which is very profitable, and the work does not have a high technical content, the most important thing is that the company must be famous, and then the past cases must be loud, and the company's demand for visibility is greater than everything), itself is competitive.

Therefore, the purpose of each other's point of view is to prove that they are right, or to increase their visibility and win more support from the company through such activities.

If you want to talk about the real turnover, Cui Ning's company should be ranked in the top two or three, but Cui Ning is not a company based on TV advertising after all, and it has been established for a short time, and its influence in the industry is not high, so the guest speaker does not have Cui Ning, Cui Ning is also clean, just take it as a study, anyway, it will not affect the cooperation between himself and the company.

"Many peers say that I will only do publicity for my own company, and I will only do TV commercials" The guest speaker is called Lin Maozhong, a well-known master planner in Longguo.

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

In 1996, Lin Maozhong published his first advertising book "Advertiser's Notes", which Lin Maozhong wrote in three years, because the previous advertising ideas were all from some works of Meiguo or Wandao, which was the first advertising book published in the mainland at that time by Longguo people who focused on practical operations, and became a bestseller of the year. More than 10,000 copies were sold in the first month after publication, and Lin Maozhong became famous in the advertising industry.

In 1997, Lin Maozhong founded his own advertising agency in Rendezvous, and has already delivered customers to his door. It has successively served many brands such as "Elephant Floor", "Arctic Circle Thermal Underwear", "Dragon Kingdom Kung Fu Fast Food", "Big Eagle", "Qipai Men's Wear", "Chivalry V9", "366 Degrees", "Golden Dragon", "Hercules" and so on, which has greatly improved the popularity and sales performance of these brands. Among them, Zhen Kung Fu fast food has grown from a few small stores in Guancheng to more than 540 directly-operated stores nationwide in 6 years, becoming the first brand of Chinese chain fast food in China.

After several years of development from a few small stores in Guancheng, the number of directly operated stores in the country has exceeded 500, becoming the first brand of local fast food.

Helped Guicheng Guijiang Group to launch a new "Guitianxia" tea project, achieving sales of 70 million in just two years, becoming the first brand of tea in Guicheng and the annual brand of Longguo TV;

The annual sales volume of Golden Dragon has grown from 170,000 cases to 1 million cases;

Qipai clothing has sold from less than 200 million to more than 1 billion in two years;

Sales of chivalry candy increased by 7 times;

366° has grown from 700 million to more than 2 billion sales in two years.

……

This is Lin Maozhong's advertisement for himself in the Dragon Airlines magazine, of course, almost every customer chooses Lin Maozhong, you must find a star endorsement, shoot TV commercials, and then put tens of millions, more than hundreds of millions of Dragon TV advertisements, according to the "master" statement, this is called "creative energy release", corporate brand plus star plus elaborate advertising plus Longguo TV, the brand has no reason not to be popular.

As for whether Longguo TV is a lifesaver, cases similar to Qinchi were automatically ignored by Master Lin.

At this time, Master Lin was also telling his point of view, refuting those "enterprises without vision and courage":

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

My cases are all clear, and if you ask me to do the planning, you have neither the ability nor the courage to run TV commercials, so what else is there to talk about.

Make a big plan for you, the purpose is to attract consumers and media, so that planning becomes the driving force of the brand.

In our dragon country, at this stage, visibility is productivity, the higher the popularity, the wider the influence, the higher the benefits that the corporate brand can bring.

Many small planning companies can also do planning, but those planning is nothing more than learning from me, and if you can't afford to find first-tier stars, you can find second- and third-tier stars.

That's very clear, it proves that the A-list star, Dragon Country TV, plus my creativity and advertising, is the best combination. It's just that you have no money and no vision, so you can only be a second- and third-tier brand.

In the past two years, we have also cooperated with world champions and Olympic champions to shoot some commercials, and everyone knows the specifics, so I don't need to talk about it.

So I think the national title is very good for this conference, and I will continue to recommend my athletes, world champions, to some big companies to serve the corporate brand together. ”

"Thank you Mr. Lin for sharing" The host was invited by the sports committee, and he didn't know much about the brand, but many of the companies served by Master Lin were familiar, so it was natural to worship Master Lin. ”

If you meet a very professional host, you will guide several guests to collide with different points of view, so as to make the atmosphere of the scene lively, and let the guests have a sense of participation and achievement.

Because Sun Keran is the boss of a university and serves a big customer like Hailan, he participated in the salon as a semi-academic and semi-practical guest, and Master Lin naturally participated in the salon on behalf of the marketing planning master.

There is also an acquaintance of Cui Ning, a person in charge of Longguo TV, who he met at an internal meeting of Minister Tao. The middle one is the person in charge from the sports committee, and he is also one of the main leaders of the event. The other one is the head of an advertising agency from Shanghai.

Sun Keran, who was born as a university professor, first talked about some of his views on branding, marketing and advertising.

"Advertising is one of the effective means of branding, but it must not be the only means, or for most customers, it is not the best means" Sun Keran opened the case and directly stated his opinion:

"I have no objection to the model of star Garonguo TV, for many companies, this must be effective, such as sports food, the use of world champions, which itself is in line with common sense, and the connotation interpretation of the brand is also in place. However, the interpretation of many corporate brands is not necessarily just TV advertising, and it is necessary to continuously strengthen the connotation of the brand from the spiritual and cultural level.

Some of our athletes are very well-known, some are not high, which is the same as enterprises, but it does not mean that they have no commercial value, and some low-profile athletes actually have a very high influence in some fields, such as professional fields, and for different groups of people.

Enterprises need not only popularity, but also reputation and loyalty, and of course, the company ultimately wants the public to have a good impression and trust in its brand, and how to play a role in promoting it through various forms.

For example, launching certain activities with world champions, and some entrepreneurs themselves are lovers of certain sports, such as mountaineering, swimming, etc., so let entrepreneurs and celebrities participate and experience together, and at the same time run the company's products and brands through it, such a marketing method is a win-win situation for both enterprises and athletes.

Otherwise, pure advertising is just a simple way to plan and make money, not the most scientific way.

And if you want to really grow with the enterprise, it takes a lot of effort, advertising is the easiest, do activities, and design activities for the enterprise, and even visit the market with the enterprise, this is the hardest, domestic companies, can do not have a few.

In addition, in the cooperation between athletes and enterprises, it is also necessary to consider the development stage of the enterprise, some companies want to become famous in one fell swoop, think about soaring sales, but the quality of products, the social morality of enterprises, and the risks of the enterprise industry.

If there is a problem with the industry to which the company belongs, the athlete should not easily endorse, after all, the athlete is not the same as the star, as long as the star has popularity, he has a chance, and the athlete belongs to the country after all, and his credibility and moral requirements are very high. ”