Chapter 1186 (1/2)
When Lin Qingya first heard of such an advertising model, the whole person was stunned for a long time before returning to his mind.
Li Mu said that this kind of routine, in the last life, almost let the major enterprises play bad, just with QQ cooperation, I don't know how many, but up to now, no one really played this mode.
If you want to use virtual currency as an attraction to the real consumers, first of all, you need to let the real consumers have enough recognition of virtual currency, which requires the online enterprises to provide virtual currency to be particularly high. Otherwise, if the users do not recognize the virtual currency, the promotion of virtual currency will not get the actual effect.
In the last life, even QQ didn't really promote QQ in the beginning of 2003, but now YY coin has been popular in the world for a little half a year. No matter various paid value-added membership services of YY, YY cartoon show, YY game and YY pet, all of them need to use YY coin, and the audience of these paid services is very large, so users especially recognize YY coin, which is why It satisfies the basis of using YY currency to promote physical products.
Lin Qingya calculated his own account and said: ”President Li, if we pay Coca Cola US $100 million according to what you said, we will give them $200 million worth of virtual currency, and open a secondary page for them, and carry out advertising promotion for this cooperation, it is still very cost-effective for Coca Cola.”
Li Mu nodded and said: ”of course, in addition to the direct value of our ads, 200 million US dollars of virtual currency will play a huge role for them. If we can exchange 20 cents of virtual currency per exchange code on average, 200 million US dollars of virtual currency is enough for them to produce one billion bottles of cooperative coke, with the influence of YY, this one billion bottles may not be used How soon will it be sold out. ”
”But the $100 million promotion fee is really scary, I think if we go to a zero, Coca Cola should be very interested,” Lin said
Li Mu waved his hand: ”to what zero, our first cooperative advertisement must have enough force, which is related to our enterprise positioning and tonality. At the beginning, we must put the high attitude out, we must set a high enough cooperation threshold, and never lower the threshold requirements to any enterprise. Only in this way can we guarantee our cooperation Characteristics. ”
Li Mu said: ”you can make a project plan directly and give it to Coca Cola. If Coca Cola refuses or wants to negotiate, it doesn't matter. Don't pay attention to them. Turn around and give the cooperation plan to Pepsi without changing a word. Tell Pepsi that as long as he nods, all the elements about Coca Cola will be replaced by byebye Division, then you can see how their two families will rob each other. ”
Lin Qingya immediately nodded knowingly: ”I see. Today I will make the project plan and send it to the contact person of Coca Cola.”
Li Mu smiled and said firmly: ”with a budget of 100 million US dollars, a global promotion is worth too much for any of them. If they have normal thinking logic, they will not refuse this kind of cooperation.”
After that, Li Mu said to Li Qingya, ”Muye technology can start advertising cooperation with other countries in the next step, but there are several principles that must be abided by.”
”First, we only cooperate with enterprises with enough strength. Globally, we only cooperate with the top 500 enterprises in the world. In countries, we only cooperate with the top 500 enterprises in the world, or the top 100 enterprises in the country. If it is a small and medium-sized country, we only cooperate with the top 50, 30 or even 10 enterprises in the country;” br >
”second, we do not accept any Hard advertising and soft advertising only accept cooperative advertising, and the cooperation scheme must be decided by us; ”
” third, in the cooperation scheme, we must have special preferences and care for our users. Even if we cooperate with car enterprises, the manufacturers must at least promise to give YY users certain preferences or special customized gifts, otherwise we will never cooperate. ”
Li Mu is very clear that as more and more advertisements are seen in life, the resistance of ordinary users to advertisements is higher and higher, and the conversion rate of advertisements is lower and lower. Such a big environment will promote the rapid development and continuous innovation of the advertising industry in the next decade. Starting from the simple offline and traditional media hard advertising, soft advertising and Internet advertising are gradually developed Advertising, cooperative advertising, etc.
In Li Mu's view, in the future advertising industry, hard advertising will gradually decline and become a chicken ribs, with high prices and inefficient conversion rate. Such advertising forms will eventually become the helpless choice for large enterprises to maintain the exposure because of the lower cost performance.
Take Coca Cola for example. Even if one day the TV ads have no great significance, they will still spend a lot of money on the major TV media. These investments are not for how high users and sales conversion, but for maintaining the brand's exposure in front of the public. When does Coca Cola start to stop broadcasting It's released, which must mean that Coca Cola has major problems or changes.
Although the demand of high-end users for hard advertising is very large, in Li Mu's positioning, YY will definitely continue to put an end to hard advertising in the future as it is now, and will not make such a form of advertising that makes users directly disgusted.However, in addition to hard Guang, soft Guang itself is a little out of hand.