After rebirth, I became a great master

Chapter 125 The power of role models

This is a bit embarrassing.

Because Hu Xiaochen hasn't understood yet.

In this day and age, the vast majority of people's thinking is still stuck in the planning stage. This is why there is so much resistance to reform in all walks of life, including Red Star TV.

Everyone lacks understanding of the market.

They fail to recognize the decisive role of supply and demand.

Dongfang Lang, however, completely caught on to the idea and said with sudden enlightenment, "The core selling point of the Children's Encyclopedia is 'children'!"

"Yes, it's 'children'." Zhou Haoran thought this kid had really caught on. "If this were an encyclopedia, even if I were running it, it would be difficult to promote it through television. Books and TV commercials really do have some incompatibilities in terms of product and medium."

Dongfang Langdao said, "So this ad should be shown to parents. It should make them pay more attention to their children's education and, through the content of the ad, generate a desire to purchase this set of books. By combining these two points, we can increase the conversion rate."

“Actually, there’s a third point.”

"What is it?"

“The role of role models.”

Zhou Haoran's explanation immediately opened Hu Xiaochen's eyes.

She finally caught up with the train of thought.

No wonder he invited two top scorers in the college entrance examination to be his spokespersons!

Which parent doesn’t want their child to become the top scorer in the college entrance examination?
Zhou Haoran said, "Today's TV commercials all use big-name celebrities as endorsements. While there are certainly some effects, the conversion rate is definitely very low. Celebrity endorsements essentially leverage their fame, and they're still promotional advertising. Using role models as endorsements can maximize conversion rates."

Hu Xiaochen said weakly, "Everyone is hiring celebrities to endorse their products. Is it like this all over the world?"

"Not always."

Zhou Haoran shook his head.

"is it?"

Hu Xiaochen never dared to look down on Qiao Suiqing's younger brother again.

I thought he got in through the back door, and I was quite disgusted and disgusted with him.

I didn't expect it, what a genius!
Zhou Haoran smiled and said, "Apple products are endorsed by Steve Jobs. Microsoft products are endorsed by Bill Gates and Steve Ballmer. What kind of celebrity can't a world-class company like that invite? They are setting an example."

"Huh? Who?"

Hu Xiaochen was confused.

Dongfang Lang was also confused and didn't know what he was talking about.

Zhou Haoran explained, "Even if Steve Jobs doesn't know him, Bill Gates must know him, right? He's been mentioned in the newspapers as the world's richest man! He was the one who wrote the Windows operating system for microcomputers."

"Ohhh! It's him!"

Only then did Hu Xiaochen remember who Bill Gates was.

Dongfang Lang tentatively concluded, "So, role model endorsements are more important than promotional endorsements?"

Zhou Haoran said: "Of course, the reason why role models become role models is because everyone has a dream in their heart to become a role model."

Hu Xiaochen was puzzled. "You have more dreams of becoming a star, right?"

"That's another topic entirely: the precise matching of products, users, and endorsements. The more precise the match, the higher the conversion rate." Zhou Haoran gave an example. "A company selling air conditioners hires Jackie Chan to do an ad. What's the connection between air conditioners and Jackie Chan? That's pure publicity. If it's a movie, even if he didn't direct it, there's still a strong correlation, and the conversion rate can be greatly improved."

"That……"

Hu Xiaochen wanted to ask more questions.

Zhou Haoran was a little tired. "Okay, Team Leader Hu, let's hurry up and shoot the commercial first!"

"Yeah." Hu Xiaochen nodded with admiration, "Zhou Haoran, how do you know so much?"

"Know a thing or two."

Zhou Haoran smiled.

He really only knows a little bit.

However, a little knowledge is enough.

All advanced principles are the same.

And advanced principles can always achieve dimensionality reduction attack on low-level principles.

After the emergence of the Internet, it has been able to sweep across all walks of life, including shopping, payment, food delivery, taxi-hailing, mobile phones, cars, sports, movies... Even the Internet has squeezed out state-owned units such as television stations, causing them to go bankrupt.

The core lies in an internet mindset. This will form a higher-level dimension that impacts lower-level dimensions, whether it's personnel, technology, marketing, or sales... From a methodological perspective, all industries are moving closer to the internet and learning from its model.

Zhou Haoran had never done marketing in his previous life.

He is a technology-to-product person.

But the principle is the same.

Ultimately, it all comes down to the depth of one’s understanding of human nature.

The so-called "model advertising" is definitely an original concept of Zhou Haoran based on Internet thinking.

The traditional marketing industry cannot see through this.

For example, selling books.

The Ergun River, a literary novel that originally had mediocre sales, sold millions of copies directly after being recommended by a literary internet celebrity!
What people buy is not books.

Rather, following literary internet celebrities is a kind of power of role models.

This is the Internet’s ultimate analysis of human nature under the live streaming e-commerce model.

Many entrepreneurs no longer spend a lot of money to hire celebrities to endorse their products. Instead, they are working hard to build their own role model image and are at the forefront of endorsing their own products.

Theoretically speaking, it is much easier to sell the "Children's Encyclopedia" than the "Ergun River".

This is related to the education of children.

Why is it necessary for both top scorers in the college entrance examination to wear suits?

Because we want to strengthen their role models.

When parents see advertisements, they have higher and more ambitious expectations, which can cause psychological fluctuations. If they wear ordinary school uniforms and look like ordinary high school students, the power of role models will be weakened.

……

Changed clothes and put on makeup.

I went to the studio downstairs where the show "Family Gossip" is usually recorded.

Start shooting commercials.

"This scene is all part of the layout of 'Family Gossip'." Hu Xiaochen was a little unsure, "How about adjusting it a little, or changing the angle..."

Zhou Haoran smiled and said, "No, this is fine. Soft advertising is more effective."

“What is soft advertising?”

Hu Xiaochen felt that the amount of information he received today was a bit too much.

As a media person, she heard too many concepts and theories that she had never heard of before.

Zhou Haoran said: "Soft advertising is to make people unable to tell whether it is a program or an advertisement."

"what?"

Hu Xiaochen was slightly stunned.

Zhou Haoran said: "Advertising has negative effects, and consumers are wary of it. Soft advertising can effectively circumvent this vigilance."

Hu Xiaochen sighed slightly.

I don't feel like I understand.

Dongfang Lang, who was standing nearby, understood what was going on and tentatively asked, "We need a precise match. After filming, this ad needs to be aired during the ad time slot of the 'Family Gossip' program."

Zhou Haoran smiled and said, "Yes, that's it!"

This is another new concept on the Internet.

The television industry in later generations also learned from this.

When TV dramas are interludes, playing hard-to-read ads is not very effective. You can invite the main actors of the TV drama to come out and make an ad promotion based on the costumes and historical background of the TV drama.

Make the plot and advertisement match accurately and connect seamlessly.

This will greatly increase the conversion rate.

It's human nature to always stay in your comfort zone.

If the film and television content and advertisements are too jumpy, it is equivalent to stepping out of the comfort zone, which will definitely lead to aversion to advertisements.

If the content can be carried over into the next ad, or even if the plot and actors can arouse curiosity about the ad, then a positive effect will emerge.

(End of this chapter)