Chapter 849 -307: Red Envelope Rain, A Novel Cooperation Plan
Su Zelin observed the situation and knew Xu Guorong’s thoughts, so he struck while the iron was hot.
“Actually, I’ve always felt that the advertising potential of the Spring Festival Gala hasn’t been fully tapped, which is really a shame. At the same time, New Era hopes to use the Spring Festival Gala as an opportunity to reach the whole country, so we are discussing the possibility of a deep collaboration with your station!”
“If this new mode of cooperation is successful and the advertising results are good, the Spring Festival Gala could very likely jump from the 100 million era in 2002 directly to the 200 million era!”
“Back when Taogold first launched value-added services, we invested five million as pioneers, opening a good start for Taogold’s value-added services. Now its revenue situation in this area is excellent. Without being modest, we at New Era have some credit in this!”
“In the two billion era of Spring Festival Gala advertising revenue, I also hope New Era can pioneer this with your station!”
The scoundrel smilingly painted a big picture, but it hit Xu Guorong’s sore spot precisely.
It took nearly twenty years for the Spring Festival Gala to go from its first sponsorship of 6.88 million to breaking the 100 million revenue mark.
Given the current situation and the annual increase in advertising revenue, barring any surprises, it would take many more years to break the two billion mark.
But now New Era has brought the Spring Festival Gala an opportunity to double its revenue in just two years, making it impossible for Xu Guorong not to be tempted.
However, he still had some hesitations.
Of course, the TV station also wants the Spring Festival Gala advertising revenue to increase significantly, and no company would say no to better performance.
However, since the Spring Festival Gala is ultimately for public entertainment, they’re afraid the other party may set too many conditions, making it too commercialized and subject to criticism, thereby violating the original purpose of the program.
This is also why the brand exposure rate for Spring Festival Gala advertising sponsors has been so low over the years; brands like Compass Clocks only get a measly chime at midnight.
Su Zelin gave Yang Fen a look, and the latter took a piece of paper from his briefcase and handed it over: “This is our proposed advertising cooperation plan, President Xu, please take a look.”
Indeed, for such a grand project involving two billion, the proposal was only one page long.
This was a little tactic.
Su Zelin had a reason for doing this.
He understood the concerns of the TV station.
If you presented a detailed plan spanning dozens of pages, the other party might balk at the seemingly numerous conditions and could even outright reject it.
So, the simpler this plan, the better. In reality, even if Su Zelin had multiple conditions, he would condense them onto one page to give the illusion that there weren’t too many conditions. 𝑓𝑟ℯℴ𝓂
Of course, the actual proposal couldn’t be that simple, but they could go into detailed discussions once cooperation was agreed upon.
For example, with product placement, even if New Era didn’t bring it up, the TV station would eventually ask which program you planned to insert the advertisement into, and what products would be used as props and so on.
But that’s a matter for later; the draft shown to Xu Guorong shouldn’t be too complicated.
Indeed, Xu Guorong became immediately interested, thinking, how many conditions could possibly fit on just one page, so he took it and started browsing.
However, he found that New Era didn’t propose many conditions.
Just three points!
The midnight chime and program product placements were both expected by Xu Guorong.
The third point was the highlight, and it involved the most content—red packet distribution.
During the Spring Festival Gala, the TV station needed to open a viewer SMS blessing activity and jointly with New Era distribute three rounds of red envelopes totaling 88.88 million to viewers randomly.
These red envelopes would range from a minimum of 88 to a maximum of 8,888 but could only be used for discounts when purchasing digital and digital-related products at New Era’s stores by presenting a phone number and an official SMS in-store.
Of course, this 88.88 million would be extra money from New Era and has nothing to do with the 2 billion sponsorship.
To put it plainly, this was a form of marketing.
However, it was quite novel.
Although this was a common tactic used by later internet giants like Verizon, Wealth Treasure, Baidu, and Douyin, at the present time, it was a fresh concept.
Besides its novelty, it was also festive.
As we all know, giving red envelopes during the Spring Festival is a tradition in Xia Country.
The TV station giving red envelopes to the entire nation would be something everyone would be happy about, and the commercial atmosphere could be minimized!
For such advertising, the general public would naturally not resent it.
Moreover, because of these three rounds of red envelope rain, New Era’s presence in the public’s mind would skyrocket, countless times more effective than midnight chimes or other such ads!
In fact, even without the midnight chime and program product placements, just this point alone would be enough.
This plan was simple but cleverly grasped the psyche of the TV station.
Su Zelin was very confident that the other party would agree.
After all, it was giving out red envelopes using New Era’s money to the public without costing themselves a penny. It’s a marketing approach that wasn’t vulgar and instead matched the festive atmosphere of the Spring Festival. Why not?
Very soon, they finished reading the entire cooperation proposal, as it didn’t contain much content.
“The red envelope idea is nice.”
Although Xu Guorong merely gave a simple review, it made Yang Fen and Kang Baohong overjoyed.
The boss recognized the most important point, indicating he also had an interest and found this cooperation model feasible.
“However…”
Xu Guorong’s tone shifted: “This isn’t a trivial matter; I still need to discuss it with others and will give you a response within three days!”
“Alright, we’ll wait in Yanjing, eagerly anticipating good news.”
The three of them got up to leave, knowing that Xu Guorong was busy, and didn’t want to take up too much of his time.