Volume 3: Taking Roots 2016 Chapter 543 Perfect Marketing and Hidden Dangers
Compared with the enthusiastic promotion at 100,000 yuan, when the price increase reached 1 million yuan, the increase dropped significantly. Under this screening situation, there are only a few brands with the financial resources left.
Despite this, the atmosphere at the scene was still extremely warm, and everyone was eagerly looking forward to seeing how outrageous the price would eventually be!
After all, the bidding atmosphere has reached this level, and it is impossible to estimate how much premium the final transaction price will generate.
What's more, this first advertisement, which is known as "the first in the history of new media", is unique and cannot be replicated just by its title and value.
Just like the phenomenal popularity of [Papi Jiang], in addition to Principal Wang being able to outshine [Papi Jiang] with the momentum he has accumulated on the Internet over the past few years...
No internet celebrity can surpass Papi Jiang in popularity, at least in this period of time.
"10 million!" As a brand's resounding voice rang out, the exhibition hall suddenly fell into a brief silence.
Once this price was announced, it obviously pushed the auction to a new height, and the amount of premium was no longer a consideration.
The symbolic significance of the first advertisement is certainly great, and the first crab to reap the traffic dividend of [Papi Jiang], a phenomenal internet celebrity, must be worth a lot of money.
Obviously, all the brands had some psychological expectations about this, but when the price exceeded 10 million, most of them came back to their senses from the heated atmosphere at the scene and began to consider the wateriness of the price.
Is it worth it? Why?
Such doubts appeared in the minds of most people at the scene almost at the same time, and a question mark slowly emerged in their hearts.
However, very few people suddenly realized that this perfect marketing campaign that set a precedent in the industry was also part of the value of this “first advertisement”!
They could already foresee what kind of huge discussion and attention would be stirred up on the Internet once the news spread from this place!
The brand of the winning bidder will ride on this wave of public opinion, enter the public eye, and gain phenomenal exposure!
From the perspective of advertising value, achieving this level of coverage and exposure is invariably costly.
Even some marketing efforts, despite costing a high price, are difficult to achieve the desired results.
As the saying goes, you get what you pay for, but in the profound art of advertising, there are countless examples of people trying to get a lot with a little effort and drawing water with a bamboo basket. It is impossible to sum it up in one word.
However, the value of Papi Jiang's first advertisement is clearly visible. As for the value of such a phenomenal exposure and the huge wave of traffic that subsequent advertisements can bring, it depends on one's own opinion.
At least some of the brands present have already thought about this problem. From this perspective, the "tens of millions of dollars offer" may seem outrageous, but it seems to be really worth the price.
After all, such a perfect marketing campaign can undoubtedly greatly increase the brand's awareness. For brands that have financial resources and are eager to increase their own brand awareness, it is indeed an option worth a try.
Of course, there are risks, but high risk also means high returns, and no one knows this better than these old hands who have been in the business world for a long time.
"10 million once, is there no higher bid? 10 million twice, it seems congratulations..." Xu Ruoan had a satisfied smile on his face.
In her opinion, the "tens of millions of dollars" was already far higher than her psychological expectations. Once the price was finalized, it would undoubtedly be a successful marketing campaign with only benefits for Papi Jiang and Yi Nian Media.
Just thinking about this, Xu Ruoan felt a sense of pride and pleasure, which was hard to experience in the entertainment industry...
However, before Xu Ruoan could make the final decision, a resounding voice rang out from below, announcing that the auction was not over yet.
"11 million!"
"Wow, is this true? There are people bidding higher?"
"It can't be a fake, right? The price of an advertisement is almost catching up with the endorsement of a first-tier celebrity, right?"
"Tsk tsk, I don't understand it, and I don't have the financial resources to support it, so I'll just watch it for fun."
The whole audience was in an uproar, and discussions like these arose one after another, but at the same time, a vague consensus gradually formed in everyone's hearts.
Obviously, from today onwards, the traffic value of Internet celebrities will completely enter the vision of capital. The emergence and growth of this new traffic channel will undoubtedly have an impact on the old traditional traffic channels...
The replacement of the old with the new and the changing of rules are undoubtedly a severe challenge for the vested interests, but for the emerging forces, it is an opportunity to meet them head-on and replace them!
The guests present had different thoughts, but it did not affect the bidding at all, which continued. With another increase in price, the bidding entered a white-hot stage .
As the price reached tens of millions, most of the brands in the audience could only become spectators, and only a few people participated in the bidding. There was no doubt that they were the financially most powerful among all the guests present.
Even Principal Wang couldn't help but marvel at it. "I didn't expect it to be this price without me even having to raise the price. To be honest, I'm a little tempted."
“Although I don’t know whether the value of this advertisement is worthy of this price, but the fact that so many people are scrambling for it always makes me want to get it…”
As soon as Principal Wang finished speaking, he raised his hand excitedly and shouted, "12 million!"
Zhou Dongsheng burst out laughing, shook his head and said, "Maybe this is what it means to be rich and willful. As long as Principal Wang is happy, that's enough." He said no more.
However, even with Principal Wang's words, it still didn't make the final decision. The representatives of those brands seemed determined to win.
Immediately, someone raised their hand again, "13 million!" "14 million!" "15 million!"...
With a round of price increases from several brands, the price has approached the 20 million mark, leaving the guests present dumbfounded and starting to doubt themselves.
Are we blind and fail to see the value of this ad? Or are they just not keeping up with the times?
Even Principal Wang began to stand by and watch. Signing a top anchor at this price would be great value for money, but getting an advertisement would not mean much to Principal Wang.
After all, consumer brands can quickly convert traffic into sales, but the tug-of-war on live streaming platforms cannot be determined by the traffic of just [Papi Jiang].
When the brand representative sitting next to Yang Ming shouted "20 million", the whole audience fell silent again. After weighing the pros and cons, the other competitors remained silent.
Obviously, this price has exceeded their psychological expectations. Xu Ruoan suddenly woke up from a dream. He suppressed his inner ecstasy and asked in high spirits.
“20 million once, twice, three times! Deal! Congratulations to Liren Cosmetics for winning the first auction in the history of new media with a final price of 20 million!”
With the final word, the media present at the scene could not wait to spread the news.
They could all foresee how much heated discussion this news would cause!
Little do they know that there are long-buried hidden dangers that are about to erupt!
