my return 2002

Chapter 217 Super Girl
Shen Lang was greatly inspired by Zhu Jun's method of promoting World of Warcraft. The most direct and quickest way to promote a product is undoubtedly advertising.

Although the Internet was booming in 2005, and the number of computers in China had exceeded [-] million, it was still far behind the number of TVs. This is why Chen Tianqiao wanted to move Shanda's product line to TVs.

Television, a traditional media platform, has been impacted by the Internet, but still firmly controls the position of the mainstream media. Taking the most intuitive data as an example, in 2005, the advertising expenditures of various companies on TV platforms reached 350 billion .

And the advertising revenue of all Internet platforms combined is less than a fraction of that of the TV platform, which is enough to explain the problem.

Using the TV platform to promote YY is undoubtedly a good choice. Thinking of this, Shen Lang can't help but fall into deep thought. It is undoubtedly the safest way to advertise on CCTV, because the increase in popularity brought about by high ratings is also the most intuitive.

However, as a social software, YY users are all young people, which does not match the mainstream audience of CCTV, and the advertising costs are extremely high and the conversion rate is poor.

Shen Lang thought about it for a while before denying this idea. Apart from CCTV, which TV platform has the widest coverage?

Suddenly, a flash of inspiration came to my mind. In 2005, there seemed to be a talent show that became popular all over the country.

"Super Girl!"

In 2004, the first Super Girl Voice was held for the first time, and it was loved by the majority of users. I] became popular all over the country.

After Mango TV had the experience of last year, the Super Girls in 2005 had an unprecedented scale, and this year's Super Girls also had national idols like Li Yuchun and Zhou Bichang.

It is no exaggeration to say that the Super Girl in 2005 was the ceiling of the domestic entertainment draft, after that, such as 101, youth with you, are younger brothers in terms of ratings and influence.

Thinking of this, Shen Lang called Lei Jun to the office, and told Lei Jun what he thought.

Lei Jun felt that he couldn't keep up with Shen Lang's thinking, and instead of using such a good platform as CCTV, he went to spend money to sponsor a talent show on a local station?Is it a bit of an upside-down?
Shen Lang thought for a while, and found out some reports about Super Girl last year from portal websites such as Sina and Sohu, and showed them to Lei Jun.

After reading it, Lei Jun said with emotion: "It seems that I really don't understand the world of your young people."

In fact, don’t say Mr. Lei doesn’t understand, even many young people don’t understand why they are so obsessed with this talent show that doesn’t look very professional, and the contestants always sing out of tune.

According to some netizens, the reason why many girls like to watch Super Girl is because they feel that they can be on TV if they sing like them, and they can do it themselves.

Soon, the promotion department of Zhulang Technology got in touch with Mango TV. Mango TV was very polite to the God of Wealth who came to the door, but what made Mango TV difficult was that the naming rights of Super Girl had already been photographed by Mengniu.

After thinking about it, Shen Lang decided to go to Mango TV in person.

In the afternoon of that day, Shen Lang took the company's legal affairs officer and two employees from the marketing department to Star City.

Star City in April is the most comfortable time of the year, and the temperature hovers in the teens. When Shen Lang and his party arrived in Star City, it was already past six in the afternoon.

The person who came to pick him up was a deputy manager of the advertising department of Mango TV. After confirming his identity, he greeted him politely.

"Mr. Shen, everyone, you have worked hard all the way."

Shen Lang smiled: "Manager Wrinkle, I'm sorry to trouble you."

"No trouble, everything should be done. In this way, I will take everyone to the hotel to rest first, and then we will go to eat and wash our feet."

The two employees of the marketing department were a little puzzled, how can eating and washing feet be integrated?
Then they soon felt what is called the characteristics of Star City. First, they tasted the "slightly spicy" Hunan cuisine. At that time, the bones of the whole person are crisp.

"Mr. Shen, isn't this Star City too cool? If there is such a foot-washing city in the Devil City, I will go there every day." Legal Affairs also said to Shen Lang.

"Then be careful to be caught by the anti-pornography and anti-illegal crimes. I won't catch you then."

"Haha~~~"

Shen Lang secretly smiled in his heart, and soon the foot-washing city will become popular all over the country, but many foot-washing cities have a little edge, and there are still a few truly formal and large-scale foot-washing cities.

Seeing Shen Lang and his party's satisfied expressions, manager Krinkle secretly heaved a sigh of relief. Just now he was worried that today's whole day was too plain, and these few people would be unhappy.

When we arrived at the hotel, the manager wrinkled said to Shen Lang: "Boss Shen, everyone, if you come from a long way, you should rest first, and I will pick up a few people at nine o'clock tomorrow morning to discuss in detail."

Shen Lang shook hands with the other party: "Manager Wrinkle has worked hard, you should go back to rest early, see you tomorrow."

After leaving the hotel, Manager Wrinkle called the leader of the station to report today's reception work. The station also attaches great importance to such a big customer. After all, the scale of Super Girl this year is unprecedented, and the pressure on the station is also great.

"Well, that's fine, I see. By the way, according to your observation, what kind of person is this Shen always?" asked the leader of the station.

The wrinkled manager was a little embarrassed: "Here, the leader, I have only been in contact with them for a few hours"

"You can just talk about your own impression, and I will judge the rest by myself."

Manager Krinkle breathed a sigh of relief: "It's like this, this President Shen is very young, he looks like he is in his twenties, but he is very experienced in dealing with people, he usually doesn't talk much, but he is a very assertive person, not easy to accept people influence."

"It seems that you think highly of him." The Taiwan leader was silent for a while, then smiled.

"Boss Shen has no airs and is easy to get along with."

"Okay, you should go back to rest early, remember to go early tomorrow, I'd rather you wait for someone than let the client wait for you."

"Yes."

A few days later, it was only 08:30 when Shen Lang and his party went downstairs to the lobby. They saw the wrinkled manager waiting on the sofa, so they said hello, and then, the wrinkled manager took Shen Lang and his party to have breakfast , and then went to Mango TV.

When he came to the Mango TV building, Shen Lang saw many staff members coming and going in a hurry.

Manager Wrinkle explained: "Today the audition will be held in the Changsha singing area, and we are actively preparing for it."

Shen Lang suddenly realized that after registering under the leadership of the wrinkle manager, the group got a hang tag, and then they were able to enter the Mango TV building.

Along the way, I also saw many Mango TV employees busy, obviously they were not prepared for this grand event of Super Girl.

"Mr. Shen, this is our reception room. Please sit down for a while, our leader will be here soon." Manager Krinkle said, and someone had already brought tea.

After about 10 minutes, a slightly fat middle-aged man walked in.

"Mr. Shen, welcome to Mango TV"

Under the introduction of manager wrinkle, Shen Lang learned that this is the head of the advertising department of Mango TV, Minister Lu.

The two sides exchanged pleasantries for a while, and Shen Lang didn't hesitate, and directly put forward his thoughts on this advertisement.

"I hope that starting from the national top ten competition, the background of the competition stage will be replaced by our YY promotional poster, and YY's LOGO will also need to be set up on both sides."

Shen Lang asked the company's artist to design YY's LOGO as early as the beginning of its establishment. It was still a little raccoon with a big head, and it was also to match the penguin image of the competing product QQ.

Minister Lu and Manager Wrinkle looked at each other, and said in a bit of embarrassment.

"I'm afraid it will be difficult to achieve, after all, the naming rights of our column have already been auctioned to Mengniu."

Shen Lang shrugged: "I don't intend to compete with Mengniu for the naming rights. I don't think your contract with Mengniu states that the stage background must use Mengniu's posters, right?"

"After all, Mengniu is the title sponsor of Super Girl. If you give you such good advertising resources." Minister Lu still looked embarrassed.

Shen Lang secretly scolded the old fox in his heart, wasn't this just telling him clearly: You need to pay more.

"Minister Lu, the price is negotiable, as long as you give me an accurate statement, can you do it." Shen Lang's tone was very firm.

Minister Lu smiled and patted his thigh: "Haha, Shen is always a cheerful person, so I won't hide it. Mengniu spent 400 million for the naming rights of Super Girl. What kind of money can Zhulang Technology give?" price?"

"Isn't it 400 million? I'll give 2000 million, but I still have two additional conditions." Shen Lang stretched out two fingers.

Minister Lu looked at Manager Wrinkled, with surprise in his eyes. This is 2000 million, not 2000 yuan. Are all Internet workers so rich now?

"Tell me about it." Manager Wrinkle saw his boss winking at him, and quickly answered the question.

Shen Lang said: "Firstly, every time the host comes to the stage to announce the scene, it will be broadcast under the title of Mengniu, and YY's special sponsorship broadcast will be added. YY, a social software used by [-] million young people, has a slogan."

[-] million users is naturally impossible, and QQ has just reached this registration number, and there are often several QQ accounts, so [-] million real users is not bad.

However, advertising and promotion is just a matter of bragging. The reason why I chose to use such a seemingly uninspired slogan is mainly to create an illusion for TV viewers that this social software is used by many people.

If a lie is told [-] times, it becomes the truth. Afterwards, who cares whether YY is actually used by [-] million young people?Shen Lang's purpose is just to compete for the young user group.

Minister Lu nodded slightly: "We can meet this request."

After all, people spent money, and it’s no big deal to add a special sponsorship broadcast. If Mengniu is not convinced, just show the contract to Lao Niu. Look at how much money they spent, and we didn’t give you the naming rights Take it away, is it enough to show loyalty?

Shen Lang said again: "Second, I hope to be able to sign the top three Super Girl's advertising endorsements."

"This, I'm afraid it's not easy to handle, and we're not sure who will be the top three finalists." Minister Lu showed embarrassment.

Shen Lang said angrily: "The endorsement fee can be calculated separately!"

"Then there's no problem. Let's do this. I'll give Mr. Shen a 15-second commercial as well as the LOGO commercial at the audition."

Well, this one is really desperate for money, but this deal must be profitable. Take Li Yuchun as an example, what kind of popularity has Li Yuchun become after Super Girl?It was from her that the unisex dress trend of girls swept across the country. Even the Asian edition of Time Magazine featured Li Yuchun on the cover.

This batch of supergirls can be said to have reached the ceiling that domestic grassroots drafts can reach. If it weren't for the ugly appearance of the brokerage company established by Mango TV, many of them might have a pretty good development.

Afterwards, there were still some details and legal provisions. Shen Lang did not intervene any more, and left it to the staff of the legal affairs and marketing department to negotiate with the staff of Mango TV.

Minister Lu invited Shen Lang to watch the entire production process of Super Girl, from the initial on-site arrangement discussion meeting to the later broadcast. He also introduced Wang Ping, the chief director of Super Girl, to Shen Lang, and of course, Mango TV Two popular hosts.

After Shen Lang and Minister Lu went around and went back, the two parties had already drawn up the contract, and after Shen Lang and Minister Lu signed it, the matter was considered done.

After Minister Lu's eagerness to persuade him to stay, Shen Lang still declined. The promotion plan has been finalized, but in order to digest the wave of publicity from Mango TV and get the highest conversion rate, offline publicity is also indispensable.

In the afternoon of that day, Shen Lang led the team back, which made the employees of the marketing department look disappointed. They thought they could enjoy the one-stop service of Footwashing City again.

On the second day after returning to Shanghai, Shen Lang called the entire marketing department to the conference room for a meeting. In order to cooperate with YY's promotion, Shen Lang also transferred Lu Bin and Chen Zihan back in advance to attend the meeting.

Lu Bin is no stranger to offline promotion, he just said: he covers all Internet cafe channels, and guarantees that every Internet cafe can see YY posters.

Shen Lang was not satisfied: "Not only the Internet cafes, but also the surrounding areas of the school must be covered."

Lu Bin hesitated for a moment, but still agreed.

Shen Lang said to Lu Bin and Chen Zihan: "I know that the following work is difficult to do. I will allocate 50 yuan to you to subsidize the losses of the ground pushers. You can discuss the subsidy rules with Chen Zihan."

The two nodded gratefully. If they want the horse to run, they must feed the horse with grass, otherwise they will not be able to complete the task no matter how capable they are.

"Mr. Shen, do we really want to print 2000 million copies of this poster? Is it too much?" someone asked.

Shen Lang waved his hand: "Not much at all. Our target is schools and Internet cafes across the country. As long as there is a place, it's fine to just paste a whole wall."

Although this kind of psoriasis advertisement is quite shocking, the effect is very good. Didn't Shi Yuzhu rely on this trick to make Brain Gold the number one health care product brand in China?

On the other side, when Shen Lang went to Mango TV, the MSN Huaxia headquarters also officially settled in Shanghai, not far from Inspur Technology, only five stations away.

(End of this chapter)