After the meeting, Li Zetian assigned all the tasks, and Tian Shuai led a team mainly responsible for sending cooperation invitations to many large record companies around the world, such as Universal Music, EMI Records, Warner Records, BMG Records, CBS/Sony Records, etc. Pen & Fun & Pavilion www.biquge.info

Li Zetian was personally responsible for contacting advertising photographers to discuss advertising plans.

Soon, someone from the advertising photography agency came over.

Li Zetian took out his Walkman, showed him its functions, and then directly said his request.

"My idea was that in New York's Central Park as a filming location, on a sunny day, a group of young and beautiful teenagers and girls were singing and dancing with a beautiful Walkman tape Walkman in their hands and headphones on their heads!

"Well, your request is very simple, and our company will definitely complete it well, please rest assured, Mr. Li!"

"Okay, but hurry!"

The man thought for a moment and said, "Within a week, I promise to complete the advertising shooting task!"

Li Zetian nodded with satisfaction.

After the people from the advertising photography company left, Li Zetian immediately contacted ABC, CBS, and NBC TV stations, preparing to carry out a comprehensive promotion on American TV!!

The next day, people from the three TV stations came to Apple's headquarters at the time agreed by Li Zetian.

Li Zetian invited them to the office, and then said: "Apple plans to spend a huge amount of money to advertise on three TV stations at the same time, and all of them are prime time!"

People from these three TV stations rushed to shock.

James Joe, head of the advertising team at ABC TV, asked, "Mr. Li, are you sure you're advertising on three TV stations at the same time?"

It's rare for a company with such deep pockets to advertise on three of the largest television stations in the United States at the same time, and the representatives of the three stations thought that when they first met, they were competing for Apple's advertising.

Li Zetian nodded and said, "Yes, the three TV stations advertise together!"

James Joe nodded, then glanced at the NBC and CBS representatives. At this moment, the three of them seemed to have a heart and formed an alliance.

James Joe said, "Mr. Li, I don't know what Apple's advertising products are?"

When Li Zetian heard this, his eyes gestured to a female assistant on the side.

Later, the female assistant brought three Walkmans, including cassette tapes and headphones.

"This is Apple's product," Li Zetian said, "it's called the Walkman, and it's a kind of tape walkman that users can take outdoors to listen to lessons." You can put on your headphones, listen to it, and press the rectangular button above to play the song. ”

The three of them followed Li Zetian's instructions, put on headphones, and pressed the buttons to listen to the song.

Immediately, the faces of the three of them showed shock.

"Mr. Li, this product is so cool!" James Joe praised.

"Yes, I also think it's cool, but the record company doesn't recognize it very much, thinking that its existence will impact the vinyl record market and lead to a decline in profits!" Li Zetian shrugged, with a hint of helplessness in his tone.

James Joe smiled lightly and said, "The Walkman will definitely be liked by users, and when the record company sees that it is profitable, it will naturally compromise. However, as the saying goes, if you are afraid of deep alleys, you can advertise on TV stations to increase the exposure of your Walkman as quickly as possible and attract the attention of users. ”

"Yes," Li Zetian said, "so I invited all three TV stations today." Let's start talking about the price of advertising!"

"12 seconds in prime time, how much does it cost to play for a year?"

Li Zetian thought for a moment and asked.

James Joe, a representative of ABC TV, was the first to reply, "$8 million!"

Representatives of NBC TV agreed to answer that it was $8 million!

CBS was a little weaker, and the representative of the station gave a price of "$7.5 million".

"Wori, it's so expensive!"

Li Zetian was vaguely aware at this time that the three TV stations had partnered.

He began to be silent, thinking secretly that the Walkman Walkman was a representative of an era, and that it had created extremely large profits for Sony in its previous life. It should be similar in this life, the more advertisements are played, the higher the exposure of the Walkman, and the greater the sales will naturally be. However, advertising is so expensive, which is extremely stressful for Apple at the moment.

After half a ring, Li Zetian raised his head, glanced at the three of them, and said lightly, "Apple's capital chain is very tight, so the advertising budget is limited. I reconsidered it and decided to advertise on just one TV station!"

As soon as these words came out, the faces of the three people on the other side changed slightly, and the "unreliable alliance" that had just been formed broke in an instant.

James Joe smiled, and was the first to speak.

He said: "Mr. Li, Apple has worked with ABC TV, and the price is negotiable. Although the TV station clearly marked the price of 8 million US dollars, but different products, advertising fees will be different, for high-tech products such as the Walkman, ABC TV has always had preferential policies. You know that if it is an advertisement for junk products, it will definitely cause very serious damage to the brand image value of ABC TV, thereby reducing the credibility of ABC TV and making the advertising price no longer valuable!"

"So ......," Li Zetian asked, staring at him.

James Joe laughs: "ABC TV can reduce the cost by $500,000, which means that the advertising cost is only $7.5 million. ”

NBC representative Peter Alik immediately spoke out: "NBC can reduce the price to $7 million!" This is a direct drop of $1 million!

When James Joe heard this, he immediately glared at him unpleasantly.

And that's not all, CBS TV representative Rayleigh Chamberlain also said that the price was reduced, and it was also a sharp $1 million cut, and it was OK for only $6.5 million.

James Joe was angry when he heard this, you are paralyzed, Lao Tzu only lowered the price by $500,000, and you actually cut the price by $1 million,!

So James Joe shouted again, "ABC TV for $6.9 million!"

Seeing them competing to shout there, Li Zetian was happy, it seems that the competition between TV stations will be the most beneficial to him!

So, he pretended to be pensive and hesitant, and did not reply.

The price of the three is getting lower and lower, however, neither ABC TV nor NBC TV have offered less than $6.5 million, Li Zetian secretly said that this may be their bottom line, while CBS TV has no less than $6 million.

"I already know the quotations of the three TV stations, and I will make a solemn decision after thinking about it!

The three of them nodded and said goodbye.

Leaving Apple's headquarters, the three of them can accuse each other.

With an angry look on his face, James Joe complained, "Why did you two drop the price so low all of a sudden!"

"Hey, James Joe, it's business, I'm not lowering the price than you, how could Apple choose to advertise on our TV station. You know, it's a big one-year contract!"

James Joe snorted coldly, walked away in a huff, and got into a black Ford.

Not long after, James Joe pulled over the car, walked to a public phone booth and dialed Li Zetian's office.

"Hello, Mr. Li, I'm James Joe from ABC TV!"

"Hello, James Joe. Didn't you just leave, why did you immediately remember to call me?" asked Li Zetian, secretly guessing in his heart that James Joe was about to show his hole cards.

In fact, it is.

James Joe said in a deep voice: "Mr. Li, the minimum offer of ABC TV can be $6.5 million, which is already our bottom line!"

Li Zetian didn't say anything more this time, and said simply, "Mr. James Joe, please come to Apple again immediately!"

"Okay, I'll be right here!" said James Joe excitedly.

After saying that, he hung up the phone, and said triumphantly, "Hehe, Peter Alik and Rayleigh Chamberlain, these two stupid hats, they probably don't know that I am behind my back!haha......"

Soon, James Joe rushed to Apple, and then came to Li Zetian's office!

However, to his surprise and astonishment, Peter Alik was actually here.

Peter Alik, the representative of NBC TV, was also full of surprise when he saw James Joe.

Li Zetian explained with a smile: "Mr. James Joe and Mr. Peter Alek have just called me, and I am very satisfied with the offers from ABC TV and NBC TV. So I decided to advertise on both TV stations together!"

When Peter Alek and James Joe heard this, they couldn't help but look at each other and smile bitterly, and said in their hearts, don't look at Li Zetian's youth, but both of us have been calculated by him.

Soon, Li Zetian signed advertising contracts with ABC TV and NBC TV on behalf of Apple!

"Mr. Li, please send the commercial video to ABC as soon as possible, and we can help you arrange the time as soon as possible. James Joe said.

"It's the same with NBC. ”

"Okay!" Li Zetian nodded.

TV advertising, Apple invested $13 million at once. However, there are all kinds of offline advertising, and this time the total advertising budget is $20 million, which is bound to make the Walkman visible to most people in the United States!

……

Things about the Walkman didn't go very well, and the key was the record company again.

When Apple approached the door to seek cooperation, many record companies were also worried that tapes would impact the vinyl record market, so they hesitated!

Warner was even more straightforward, and Apple came to negotiate and directly refused.

Of course, the above reasons are one of them, and the other is that the founder of Apple is Li Zetian, and the founder of Sunbird is also him. At the beginning of this year, Warner planned to buy Atari Inc., but he never thought that he would make a halfway trip to bite the gold and buy Atari Inc., and now Atari Inc. is selling well because of the transplantation of the Sunbird game, making a lot of money, which makes Warner blush.

Therefore, Li Zetian inadvertently formed a feud with Warner.

Tian Shuai said to Li Zetian with a sad face: "The world's largest record companies are reluctant to cooperate with us, but fortunately, there are some small record companies that are willing to cooperate and authorize us to produce music tapes, which gives us a little comfort......

Li Zetian was very helpless about this, and said: "Wait and see, the Walkman commercial is about to be on TV." In addition, the Walkman has made an advertising placement on the movie "Star Wars", and once it is released, it will greatly help the sales of the Walkman!"

"Mr. Li, are you so sure Star Wars can be a hit?"

"It should be hot, it's my intuition!"

Tian Shuai didn't agree with this in his heart, the sci-fi film market was sluggish, and he hadn't seen a big-selling work.

A few days later, on February 14th, Thomas Rockefeller arrived at Apple.

"Hello, Mr. Thomas Rockefeller, welcome to Apple!"

Thomas Rockefeller nodded and said, "Apple seems to be in big trouble lately?"

"It's not a big problem, it's just a small thing, and it will be solved quickly. ”

Apple is indeed in big trouble, but if you tell investors this, won't it make the other party succeed and lower the valuation of Apple.

Therefore, Li Zetian resolutely refused to admit it.

The two then went to the office and sat down on the couch chair and began to talk.

Thomas Rockefeller said, "According to what I inquired about, Apple's new product Walkman is a cassette walkman product, but it is not supported by record companies. ”

"As long as it's profitable, the record company will support it, and that's not a problem! Sooner or later, they'll recognize it, I bet!" Li Zetian said firmly, with a confident smile on his face.

Thomas Rockefeller smiled noncommittally and said, "Maybe, but no one can be 100% sure of what the future holds." Polly Lane gave me a detailed introduction to the Walkman, and I think it's a great product. If Apple chooses to raise money at this time, I'm willing to raise the price! The Rockefeller family has a very professional appraisal agency, and they estimate Apple's market capitalization at $2.5 billion!"

Li Zetian frowned, $2.5 billion was far from meeting his expectations.

Thomas Rockefeller saw Li Zetian frowning, and couldn't help but say: "Apple's profit method is too simple, and its main product is Apple-ll personal computers, but the current personal computer manufacturers are like mushrooms after a rain, blooming everywhere, launching a fierce charge to Apple's leading position." If Apple doesn't get a huge amount of money to speed up its development, it will have to be overtaken sooner or later! And as far as I know, IBM is also developing a personal computer, and Apple is about to face the biggest challenge ever! In fact, the Rockefeller family's investment in Apple requires a huge risk, so the company's valuation cannot be too high, and the valuation of $2.5 billion is already the most appropriate value ...... we think is the most appropriate."

"Mr. Thomas Rockefeller, once the Walkman becomes popular all over the world, Apple will be more than $2.5 billion!!" Li Zetian argued, Apple does need funds to develop quickly, but the valuation of $2.5 billion is too low.

"Chronos, you are based on the fact that the Walkman will be popular in the future, what if it doesn't have a fire in the future?" said Thomas Rockefeller, "If the Walkman doesn't have a fire, then Apple will cause very serious losses and even go bankrupt because of it, and I may give up investing in Apple......

Li Zetian's face changed slightly, and he said in a deep voice: "Thomas Rockefeller, then wait and see, I believe that the Walkman will definitely be popular all over the world!"

Thomas Rockefeller shook his head and sighed slightly, "Okay, then I'll wait......"

The two quickly ended this unpleasant conversation.

Tian Shuai saw that Li Zetian's face was not quite right, and couldn't help asking, "The talk collapsed?"

"Hmm!" Li Zetian nodded.

By the way, the advertising video has been filmed and the video has been sent, do you want to come and watch it and make suggestions?" Tian Shuai said.

"Okay. ”

So, the two came to the screening room.

Turn on the TV and VCC, insert the videotape, and the commercial clip begins.

The first picture that appears is the central garden of New York under the blue sky and white clouds, shining and vibrant, a young girl holding a Walkman lying on her back on the grass, listening to the song with great enjoyment. A group of teenagers and girls gathered to the rhythm of the music from their Walkman on a wooden chair not far away with a Walkman playing a song, and after a while, people around them joined in. At this time, near the end of the video, Apple's silver logo appeared on the screen, and a line of small letters "Walkman" was written underneath.

Bang Bang Bang!

Li Zetian clapped his hands and said, "This short commercial film is very well shot, and it can fully show the fashion and practicality of the Walkman!"

"Mr. Li, since you're satisfied, I'm going to send the tape to ABC and NBC?"

"Well, the sooner you send it, the sooner your Walkman can be broadcast, and then it will be easier to negotiate with the record company. Li Zetian said.

Tian Shuai nodded: "Well......"