Chapter 698 Classic Advertisement
Zheng Guoyuan has a strong execution ability. He started preparing for this project when it was proposed last year. He did not expect to win the gold award so soon.
Of course, this so-called gold award was bought and was specially set up for Sit. In addition, Sit's business is in China and there is no conflict of interest with the United States, and it will not affect the member companies within the association.
The American Beverage Association certainly would not refuse such a good thing as taking a sum of money for free and giving an award to the other party.
And it's not like they haven't done this before. Of course, if a normal Chinese company approached them, they would definitely reject it outright. But Sit is not an ordinary Chinese company. From the nature of the company, Sit's headquarters is in the United States and it belongs to the United States, so it can be considered one of their own.
Coupled with Ying Anlun's connections and channels in the United States, Sit Company easily became a member of the American Beverage Association after paying a sum of money, and then made this "legitimate request" to the association. With the power of money, this matter was easily accomplished.
After receiving the gold medal, Zheng Guoyuan, in accordance with Song Yuanchao's request, paid to publish several articles promoting the Sit Company in several local tabloids in the United States, and then privately disclosed these to domestic media reporters as news.
In this era, it is a great thing for domestic products to win gold awards internationally, especially in the most powerful Western countries like the United States, and be reported by foreign media. In other words, it is bringing glory to the country.
After a long period of backwardness, after the reform and opening up, the Chinese people began to pay attention to international influence. At the same time, they also eagerly hoped to gain international recognition despite their "inferiority complex".
This situation not only exists now, but will also exist in ten or twenty years. However, as such situations become more and more common in the future, everyone will be well aware of the operations of some industries and naturally will no longer take them seriously.
It is different nowadays, after all, such honors are very inspiring. Just like Jianlibao became the "Oriental Magic Water" through the Olympics, the news that the beverage of Ster won the gold medal in the United States and was on the local news has attracted the attention of countless domestic media reporters.
Just like this report, in addition to reporting and quoting parts of local American newspapers, it also vigorously promotes the American Beverage Association's status and influence in the American beverage industry.
The report even suggested that the gold medal won by Sitner's product was the first time that a Chinese beverage product was recognized by a professional American organization, thus elevating Sitner to a very high level.
After reading the report with great interest, Song Yuanchao felt a little embarrassed by some of the praises and flattery written in it.
He also did not expect that there would be such a warm response to international recognition, fortunately, Desit is a joint venture. If it was a state-owned enterprise, it might even be directly labeled as "a national brand becoming world-renowned."
“Look, there are these and these… ” Zheng Guoyuan looked very happy and took out several other newspapers and industry magazines which also contained similar reports.
Song Yuanchao took a quick glance and a smile spread across his face.
"Director Song, several newspapers called early this morning and asked to interview our company."
"This is a good thing!" Song Yuanchao said without hesitation: "Strike while the iron is hot, and do this as we have discussed before. Old Zheng, I trust you to do the job, thank you for your hard work!"
"No problem!" Zheng Guoyuan patted his chest and agreed immediately. After thinking for a while, he asked again: "Will the advertising department make adjustments immediately?"
"That's right..." Song Yuanchao answered subconsciously, then thought for a moment and said, "Wait a week and let the media ferment for a while for better results. Anyway, the new advertisement was produced before the New Year. Let's say hello to our friends at TV stations, radio stations, newspapers and magazines first, and then we can work together to maximize the impact!"
"Okay!" Zheng Guoyuan agreed with a smile, and after thinking for a while, he asked again: "The instant noodle products are currently in contact with the association in Europe. Do you think we should wait or promote them together?"
"Let's wait and see the effect this time. There's no rush for instant noodles. Besides, beverages are just becoming popular now, so don't dilute the popularity with other products. My suggestion is to wait half a year before launching instant noodles."
Zheng Guoyuan thought for a moment, gave Song Yuanchao a thumbs up, and then left happily.
What happened next was just as Song Yuanchao had expected. In his capacity as executive vice general manager, Zheng Guoyuan received many visiting journalists these days and took them to visit the company's Hall of Honor.
In the specially designated honor room, not only is the gold medal for beverages from the United States placed in the most prominent position, but in addition to this gold medal, there are also historical materials about the predecessor of the original Sit Company, that is, Nandu No. 1 Branch and the predecessor of the No. 1 Branch, the Red Flag Factory.
The journalists who visited us never imagined that this joint venture company actually had such a predecessor. Especially when they saw the historical photos of the Red Flag Factory that had been reproduced and enlarged and hung on the wall opposite the entrance, as well as the photos of the Red Flag Factory when it was merged into the Nandu General Factory, and the photos of the first branch factory becoming the Si Te Company and the detailed introduction below, they were all attracted by them...
These photos spanning decades of history seem to tell everyone that Sit is not only a joint venture company, but also a long-established local enterprise with a profound history and once glorious past. In addition, the awards and medals it has won in Jinling over the years are countless.
These things were specially collected and preserved by Song Yuanchao when he was in charge of a branch factory. They were of no use before. When he decided to use international influence to enhance Si Te's reputation, Song Yuanchao had all these things found out, and then specially built such an honor room at the company headquarters to decorate and display them.
With these, Sit has become completely different in the eyes of journalists. In addition, it has won the gold medal from the American Beverage Association, making it the focus of the domestic beverage industry.
Zheng Guoyuan was a teacher by profession and had been the factory director and top leader for many years. He was very familiar with such situations. He talked eloquently to the visiting journalists and boasted about the profound history of Sitter Company and its advanced production technology and management.
Anyway, bragging is tax-free. Zheng Guoyuan was a little embarrassed to say this at first, but after the first time, he felt much more relaxed the second time. And as more and more journalists came to interview him, Zheng Guoyuan said these things as easily as drinking water. In the end, he almost believed them himself.
In addition to introducing the company and its products, at the instruction of Song Yuanchao, Zheng Guoyuan also took the journalist friends to visit the company and its subordinate factories.
When seeing the neat factory and advanced equipment, the well-organized management and the energetic workers working on the assembly line, everyone praised Sitter Company for being really good, indeed great!
We warmly entertained the other party, met all of their interview needs, and prepared a thoughtful gift for them before they left.
Of course, the gifts nowadays are real gifts. They are not as direct as giving money in red envelopes after the 1990s.
After all, journalists nowadays still have a strong sense of professional ethics. If you give them money directly, the other party will not only not accept it, but some serious journalists may even think that this is a humiliation, which may backfire.
So gifts are just gifts. In addition to the company's own products, such as the newly launched canned soda, beautifully packaged instant noodles, etc., which were given to the other party on the grounds of taking them back to help taste and promote the product, each person also received an exquisite and beautiful genuine leather bag, a cowhide notebook and a famous Hero brand fountain pen produced in Shanghai.
Of course, apart from canned drinks and instant noodles, all other gifts are specially printed with the LOGO of Ster. The exquisite LOGO shape is designed by professional designers from Hong Kong and printed on leather bags, notebooks and pens in a gold-plated manner. Not only does it not destroy the original overall beauty, but it also adds a rare modern business atmosphere in this era.
Moreover, with the logo printed on them, they are different from ordinary commodities. Even if these gifts are actually valuable, they can still be given as formal business gifts. Even if you take them back for your own use, you don’t have to worry about others gossiping about you. Many people may even envy your luck in getting the gift. At the same time, it can be regarded as another advertisement for the company.
Although there was no red envelope, the gift was enough. However, Song Yuanchao still asked Zheng Guoyuan to take the initiative to ask for tickets and accommodation invoices from the journalists who came to interview him, and use the reason of reimbursement to cover this part of their expenses.
Such generosity not only did not make the other party dissatisfied, but also attracted great favor from the other party. Even the few old reporters who were more stubborn could not help but sigh that Sit Company was really particular about its work. It was indeed a good company worthy of reporting and praise!
After several groups of reporters from major media finished interviewing, Song Yuanchao calculated the overall expenditure and the impact of social feedback and almost laughed out loud.
After the interview, news about Si Te Company was reported in various media, including television stations, radio stations, and more newspapers and magazines.
For a time, reports about Si Te were everywhere in society, and Si Te's influence grew with the trend.
Just as everyone was learning about Sit's products through the media and discussing Sit's beverage products, the new advertisements that Sit had prepared long ago began to replace the original old advertisements.
For a time, all media were broadcasting the latest advertisements for various products of Si Te Company. Compared with the old advertisements, these new advertisements were produced by Lin Yan's company. The production team was more professional and the equipment used was better. Especially in TV commercials and print advertisements, the experts from Shanghai Film Studio helped a lot. Without the help of these professional masters, how could a newly established advertising company produce such artistic pictures (photos) with advertising effects?
The new advertising plan was designed by a team from an advertising company, and Song Yuanchao also put forward some groundbreaking suggestions and ideas, which were realized in the hands of these professionals.
When the images played on TV appeared in front of everyone's eyes, especially when they saw a drop of beverage falling in magnified slow motion, the crystal clear and brightly colored beverage drop fell on the calm water and then bounced back, and a round water drop rolled on the rippling water like a beautiful bead, all the people who saw this advertisement couldn't help but widen their eyes and felt a strong impact.
The shooting suggestions and ideas for this advertisement came from Song Yuanchao, but in fact Song Yuanchao thought of a famous advertising scene that influenced many people a few years later, and this famous advertisement was the Fruit Zhen advertisement.
The beautiful art-like images in the Guozhen advertisement caused a sensation at the time, and also made the Guozhen brand well-known in China, making many people think of Guozhen first when drinking beverages.
The same is true today. When this epoch-making advertising idea was used by Sit and produced and broadcast, it immediately caused a sensation. In just a few days, Sit branches across the country frantically called the headquarters to urge them to increase the quantity of goods. You know, it is not yet the peak season for beverage sales, but the national sales volume has suddenly increased sharply. The total sales in just half a month exceeded the amount of the entire month in the peak season last year, and the sales of other products of Sit have also increased significantly.
