"I think that the current advertising, whether it is the recent popular 'IP phenomenon', whether it is the brand benefit, and no matter how many platforms have been put on before, the most important thing is four words - 'fan benefit', the maximum value of advertising effect, that is, the combination of product quality and fan benefit."

In the early stage, it relies on attracting fans - whether it is a celebrity fan, a book friend, or a brand fan of this product, and in the later stage, what attracts everyone is the quality of the product itself.

She talked eloquently on it, first of all, she didn't do any design, nor did she talk about ideas, let alone how to plan, how to attract attention with rounds of advertising, but simply and rudely listed the deeds of the two companies who also chose the same star as an endorsement, but had different effects. The same celebrities also put several rounds of advertising warm-up in advance.

But the effect is very different - a mobile phone brand was sold out within five minutes, but a shower gel brand was too unsalable for two days on the shelves, so it could only be removed from the shelves first.

"Why is there such a big gap in effect, one is that the market positioning has not been accurately found, and the users of the little fresh meat star and the trendy electronic products coincide, which can certainly arouse their interest. And the effect of the shower gel is several notches worse. There is also the problem of 'overconsumption'. At the same time, this little fresh meat star endorsed mobile phones and shower gels, and fans could only accept one of them, and the other would definitely have to be sacrificed. ”

Gu Qingqing also gave several other examples, and extended them to the company's integration, "A successful advertisement, in addition to planning to be novel, how to meet the spokesperson to make the most attractive attention to fans, how to place it to generate the greatest expectation, how to create a round of topics to make the topic fresh, how to use IP, use celebrity fans, and find the market positioning of the product, all need to cooperate." This process of cooperation is a process of integration, not only for advertising, but also for a company. ”

"From the selection of IP, to animation production, to shooting movies and television, to the production of games and games, and then to the peripheral products in the later stage, mutual cooperation and mutual influence will have a greater impact than a simple movie, a single star, or a single money-making game. And this, in addition to the overall planning of the company, more needs to be packaged by a company like our Xuyi. ”

Gu Qingqing said, and smiled a little embarrassedly: "I'm sorry, I didn't know there was this report, so the idea is also very omission, and the data collection is not comprehensive, if there is anything inappropriate, everyone is welcome to criticize and correct." ”

When she spoke, everyone in the audience, from the whispering at the beginning, to the silence later, even everyone began to bow their heads to think, and when her voice fell, the venue was still silent.

Gu Qingqing's face turned slightly pale, could it be that what she just said was too boring, so everyone had a "nothing to say" face?

When she was a little apprehensive, she suddenly saw Leng Sicheng, who had been lowering her head and playing with her fingers, and suddenly stood up.

As soon as he stood like this, everyone's eyes fell on him, and they didn't know if he would turn away if he couldn't listen to it, or if he would ......

No one expected that Leng Sicheng looked serious, but he looked at her seriously, and then took the lead in applauding!