For busy people, time always flies.

Winter went to spring, and after entering March, after more than half a month of running-in, Li Zheng became more and more suitable for the filming of the crew.

After chatting with Zheng Xiujing that night, at the time of parting, inspired by Zheng Xiujing's words, Li Zheng finally determined his choice.

For him, it doesn't really matter which type of school it is, which type of school it is, but what kind of school it is used to achieve his goals more easily and quickly.

Just like going out on a trip, hiking, driving, taking a boat or taking a plane, the choice of which way to choose depends on the purpose, and the choice will naturally be different depending on the purpose. The purpose determines the means, not the means determine the purpose.

After thinking about this, Li Zheng was no longer troubled, and the shooting went more smoothly.

"Click! The shooting is over, everyone has worked hard, everyone is done. ”

As Director Chen He's words fell, everyone on the shooting scene suddenly relaxed.

After finishing the shooting, bending down and thanking the staff around him one by one, Li Zheng packed up his things and was about to leave in the car when Han Hyo-joo suddenly walked over.

"Jun-hyuk, do you have any other arrangements for the night?"

"What's the matter?" asked Li Zheng.

Han Hyo-joo said: "Didn't everyone help me celebrate my birthday in the crew last week? It just so happened that today's filming ended earlier, and I want to invite everyone to dinner to express my gratitude, I wonder if you have time?"

Han Hyo-joo's birthday is February 22nd, just the day before the crew had a night scene to shoot, and after the end, the time was already the early morning of the next day - Han Hyo-joo's birthday, so everyone in the crew celebrated Han Hyo-joo's birthday together after the shooting.

At this moment, hearing Han Hyo-joo mention her birthday, Li Zheng couldn't help but think of Lee Yoon-hee, Lee Yoon-hee's birthday was February 26, and there was only 4 days between him and Han Hyo-joo.

But because the drama "East of Eden" is coming to an end, and the whole drama has entered the final closing stage, all the main actors must wait in the crew if there is no urgent matter, and adjust the script for filming at any time according to the opinions of the online audience, so on Lee Yeon-hee's birthday, Lee Jung did not celebrate with her, but just asked Park Sun-ho to go to the crew of "East of Eden" to give her a gift.

Thinking of Park Sun-ho, Lee Jung remembered another thing, and was about to explain to Han Hyo-joo, when Park Sun-ho suddenly walked over from not far away.

"Jun-hyuk, the minister just called and asked you how long it will take for the filming to end?"

Hearing Park Sun-ho's words, without waiting for Lee Jung to speak, Han Hyo-joo had already opened his mouth with an empathetic smile and said, "Jun-hyuk, since the company is looking for you for something, then I will invite you when I have a chance next time." ”

"I'm sorry. Still, thank you very much for having me. In the face of Han Hyo-joo's empathy, although he felt sorry, Li Zheng could only smile apologetically.

After separating from Han Hyo-joo, because the shooting location itself was in Seoul, not too far from the Sambo Building, the car dealership came to iHQ soon after.

Walking into the office, Park Seung-deok was flipping through a document, and when he saw Li Zheng coming in, he smiled warmly and motioned for Li Zheng to sit down on the sofa not far away.

Then he took out a copy from the table, got up and sat down next to Li Zheng, and then handed the copy to Li Zheng.

"You take a look first. ”

Li Zheng took over the copy, and the first thing he saw was the bold title on the cover - the artist image promotion plan.

Flipping through the copy, Li Zheng roughly flipped through it.

Copywriting mainly includes five parts: background introduction, image positioning, image packaging, packaging plan and other promotion.

While Li Zheng was flipping through it, Park Seung-deok explained on the side: "Originally, the company's plan was to let you get in touch with more work in the circle. The acceptance of different jobs and the perception of most of the public in the outside world about you, so that you have a clearer understanding of yourself and then carry out image positioning, but I didn't expect that there would be this rumor incident, through this rumor, although your popularity has been greatly improved, but at the same time, most of the public also have a preconceived impression of you, and have a preliminary understanding of your image, so the company's image positioning of you has become very simple. ”

After flipping through the promotion plan in his hand, Li Zheng fell into deep thought.

As a top student who graduated from Yale Business School in the United States, Li Zheng naturally knows the importance of image positioning and image planning to the career of artists.

In the entertainment industry, whether an artist can succeed depends on many factors, but the most important thing is the accurate positioning of the artist.

Before an artist steps into the entertainment industry, he must first conduct a deep analysis according to his own conditions and goals, be clear about his strengths and strengths, and recognize whether he can be accepted and recognized by the public, and how wide the scope of acceptance is. These are all necessary conditions.

Innate conditions are indispensable, and all objective conditions of the acquired world depend on the unique insights and effective planning plans of entertainment planners, coupled with their own efforts, to achieve their desired goals.

While studying branding in a university business course, Li Zheng once saw such a case online.

A delicious piece of chocolate can have three different endings depending on the wrapper: the first, a mediocre newspaper, the second, a beautiful fruit candy wrapper, and the third, a real chocolate candy wrapper.

The first outcome: no matter how delicious the chocolate is, no one cares about it.

The second ending: the surface is very attractive, but it attracts people who like fruit candy, and once it is opened, it is very disappointed.

The third ending: everyone is happy.

In the entertainment industry, different artists are like candy with different flavors, they need different wrappers to truly express themselves, and if they wrap or wrap the wrong candy paper, their circumstances will be much different.

An artist with a vague image positioning will be noticed like a candy wrapped in a newspaper because of a weak sense of image, and the attention of an artist with a clear image positioning will be greatly improved.

For artists, with a clear and definite image positioning, they can consider how to shape the image around the positioning, and formulate a series of reasonable image plans for their own advantages, including life image, announcement image, actor image and even stage image and role selection.

After all, in the entertainment industry, behind the halo of stars, a series of packaging operations are involved, and these are the key factors that determine the popularity and "ever-popularity" of celebrities.

"The company's image of you is: self-confidence, perseverance, hard work, self-motivation, elegance, talent and intelligence. ”

Seeing that Li Zheng finished reading, Park Chengde said: "Stars are like commodities, and the image of celebrities is like the brand of commodities, and accurate positioning and packaging promotion are very important." Because of this rumor, Junhyuk is a positive image in the minds of most of the public, so the company's positioning and packaging of you are based on all positive and beautiful qualities. ”

"Uncle De......"

After Park Chengde finished speaking, Li Zheng groaned slightly and said: "For my image positioning, I don't recommend that the company carry out too perfect packaging. An image that is too perfect will isolate itself from the public, giving people a false feeling, and some small flaws that do not affect the essence will make a person more real, and more acceptable and loved. Like Venus with a broken arm, made perfect because it is not perfect. ”

"Yes. This point you said is really worth considering. ”

Park Seung-deok nodded and said, "In terms of image positioning, I will plan with the planning department." In addition to this, after reading the promotion plan, there is anything else you need to add. ”

Li Zheng shook his head.

Park Seung-deok continued: "Since you generally agree with the promotion plan, the follow-up planning company will promote it according to the plan." Next, let's talk about advertising endorsements......" Park Seung-deok walked to the desk, picked up another document from it, turned around and handed it to Li Zheng, "This is the advertising invitation that the company has received this week, you can take a look at it first and then talk about it." ”

Holding the document, Li Zheng glanced at ten lines and swept it over, and there were no too well-known companies on it.

Come to think of it, although his popularity in South Korea has greatly increased because of this rumor incident, after all, there is no representative work, and there is no fan base, so it is normal that he is not favored by large enterprises.

At the beginning of entering the entertainment industry, Li Zheng had a clear plan for himself -

Seek fame first, then seek nobility, and then seek wealth.

Celebrity endorsements can help companies expand sales, but well-known companies can also help celebrities improve their status.

Li Zheng does not attach importance to the advertising invitations of these small and medium-sized enterprises on the document, although these endorsements can increase his income, but the promotion of his popularity and status is extremely limited, which is not conducive to the shaping of his image, and the gains outweigh the losses.

However, these considerations cannot be made clear to the company, after all, the purpose of the company signing artists is to make money, although Park Chengde and Li Zheng have a close relationship, but Li Zheng must take into account Park Chengde's identity as the head of the company, and seek his own government in his position, Park Chengde needs to take into account the interests of the company, so Li Zheng needs to find a reasonable and self-consistent reason to refuse to endorse.

"Uncle De......"

Putting down the document, Li Zheng said thoughtfully: "I have some of my own opinions on endorsements. ”

"Oh. You said. Park Seung-deok smiled.

Li Zheng said: "There is a psychological term in psychology called the anchor effect, which refers to the fact that when people make judgments about someone or something, they are easily dominated by the first impression or the first information, and they fix people's thoughts somewhere like an anchor sinking to the bottom of the sea.

The first impression is that it is only a 'sinking anchor', and the preconceived idea is also a 'sinking anchor'.

In life, once we buy a certain product at a certain price, we are also anchored by this price. From then on, the range of prices we are willing to accept will always be determined by referring to the original anchor. As a result, the first anchor influenced not only our purchasing decisions at the time, but many later decisions. ”

"What do you mean?" asked Park Seung-deok.

Lee Tsung-do: "I mean, for artists, the anchoring effect also works.

The company's positioning of me is confident, elegant, talented and intelligent, so in the eyes of the public, the products I endorse must also meet these characteristics, otherwise, the public's perception will be biased, causing confusion in my image positioning, which is not conducive to the shaping of my image. So, my first endorsement had to take those factors into account. ”

After listening to Li Zheng's explanation, Park Chengde thought about it for a long time, and finally nodded at Li Zheng.

"Okay. I will reply to you after communicating with the company. ”