Physician’s Odyssey

Xiangnan is located in the central-southern region of China. Compared with developed coastal cities such as Yunhai and Zheyuan, the economic gap is relatively large. When the number of high-quality enterprises in the province is small, it can be the first camp of the National Satellite TV for two reasons. .

First, the content of Shonan Satellite TV is relatively good, and at the beginning it captures the tastes that the audience likes; second, the commercial operation of Shonan Satellite TV is relatively perfect. They attract investment from all over the country, and enterprises can get ideal results by advertising on Shonan Satellite TV. effect.

However, in recent years, the trend of Xiangnan Satellite TV has not been very good. The content of the program is aesthetically tired, the level of competitors is constantly improving, and there are too many programs of the same type, so many audiences have begun to pay attention to other TV programs.With the decline in ratings, advertisers have gradually decreased, and the advertising costs originally invested in one company are now diverted to other satellite TVs.

In addition, the Internet has had a great impact on TV stations. Nowadays, young people watch less and less TV, and they watch it through the Internet, which makes the advertising share less.

Gao Zhanpeng is the first deputy director of the advertising management center of Xiangnan Radio and Television Station and the director of the advertising department of the TV channel. In 2014, he led the team to open up program production and advertising marketing channels, and increased the annual advertising revenue from 6 billion to 10 billion in just two years .The professional experience in advertising management over the past few years has enabled him to better understand the market and the needs of customers.

The advertising cost of Sanwei International is over 1 billion for the whole year. If the negotiation is completed, it will bring a 10% performance increase to Xiangnan Satellite TV. If the negotiation fails, the loss to other TV stations will undoubtedly increase the strength of competitors. .

He communicated with Sanwei International for several months, and now they are about to negotiate a cooperation. Unexpectedly, a problem suddenly appeared, which made him puzzled.

After returning to the office, Gao Zhanpeng made a big fire, and all the employees were afraid to take a mouthful.

Half a day later, the secretary knocked on the door and walked into the room, reporting in a low voice: "Director Gao, the situation has been ascertained. The reason why President Yan refused to sign may be related to the reality show "Youth and Wild"."

Gao Zhanpeng frowned and said displeased: "What's wrong with that show?"

Gao Zhanpeng knows that Su Tao, the honorary chairman of Sanwei International, has signed a contract with this show and will appear in this reality show later. It is precisely because of this opportunity that Sanwei International is prepared to invest such high advertising costs on Xiangnan Satellite TV.

However, the advertising cooperation between Sanwei International and Shonan Satellite TV is a core business secret and has not been disclosed to the outside world. It is strictly confidential. Except for the deputy director and director in charge of the advertising business, there are not too many employees even in the advertising department. Know this.

Once this news leaks out, it is easy to be disturbed.

The secretary showed a bitter face and said solemnly: "The "Youth and Wild" column team just broke the contract with Su Tao and is willing to pay liquidated damages."

"Pig teammate!" Gao Zhanpeng stood up quickly, pacing back and forth like a thunder, "Do these guys know what they are doing? This is a billion-dollar advertisement. What is going on, you let Chen Xiao now? Come see me!"

The secretary saw that the veins on Gao Zhanpeng's forehead were bulging, and knew that he was really angry.Gao Zhanpeng was able to lead the team so well because he used to be a soldier and managed very strict subordinates. There were countless employees who were directly expelled from him. Over time, his team has a very high execution ability and is very professional.

"I'm going to invite her over." The secretary hurriedly left the office, and many employees outside turned their eyes here, obviously knowing that Mr. Gao is furious today.

Not long after Chen Xiao returned to the office, he received a call from the secretary of the advertising department.

"Sister Chen, come here to Director Gao quickly. Something big happened." The secretary knew that Chen Xiao was a gold medal producer trained by Gao Zhanpeng. The two had a good personal relationship, so the tone was still very polite.

Chen Xiao frowned and said solemnly: "What's the big deal?"

"Come here quickly, I can't tell you on the phone," the secretary said in a mixed voice.

"Okay, I'll be there in five minutes!" Chen Xiao's office is not far from Gao Zhanpeng's office. She sighed heavily, and then went to the advertising department. The secretary waved to Chen Xiao.

Chen Xiao walked over knowingly. The secretary revealed his tone and said in a low voice: "This matter has a certain connection with your column team and Su Tao's termination of the contract."

Chen Xiao shook his head and smiled bitterly: "I know that Su Tao has a wide network of resources, but our decision to terminate the contract with him is based on the perspective of collective interests."

The secretary shook his head and said in a deep voice, "It's not that simple!"

Chen Xiao didn't know that Sanwei International and Xiangnan Satellite TV were negotiating a large advertising order, so he felt baffled.

After entering the office, Gao Zhanpeng directly threw a beautifully designed investment promotion plan to Chen Xiao, "Look carefully at this confidential document!"

After turning two pages, Chen Xiao's eyes were shocked, and he immediately understood the reason for Gao Zhanpeng's anger.

Chen Xiao turned two pages and explained helplessly: "Gao, first of all, I don't know that Sanwei International and our Xiangnan Satellite TV are secretly signing an advertising contract, and secondly, it is the request of the program sponsor to terminate the contract with Su Tao. King Mobile phone brands threatened me that if they don’t let Su Tao leave the show, they will default."

Seeing Chen Xiao, Gao Zhanpeng was also excusable, and his anger disappeared a lot, but he still waved his hand a little impatiently, "You continue to turn back and look at the amount of advertising."

Chen Xiao continued to turn back and saw the advertising budget, his complexion changed drastically, and finally realized why Gao Zhanpeng was like taking gunpowder.

Gao Zhanpeng patiently explained: "I worked with Sanwei International’s advertising for half a year. In order to ensure that I would not be robbed of orders by other satellites, I have been highly confidential. The entire group knows no more than five people. King mobile phones, although they are Our big advertiser, but its annual advertising fee is only 500 million, which is twice the amount of Sanwei International."

Chen Xiao smiled bitterly: "I didn't expect this to happen."

Chen Xiao has also investigated Su Tao's identity and background, but Su Tao's resume describes Sanwei International as too simple, and just wrote a sentence of the honorary chairman of Sanwei International.Chen Xiao has heard of Sanwei International, a cosmetic brand that has only gained fame in China in recent years. She underestimated the financial resources of Sanwei International.

This is also a dilemma in the current development of Sanwei International. Its reputation is much greater in the world than in China.In order to change this situation, Sanwei International plans to advertise in some well-known domestic media.

Of course, one billion advertising expenses are a huge investment even for Sanwei International.But this is the case with advertising, either standing still or making a blockbuster.

Gao Zhanpeng waved his hand and said solemnly: "It's not too late for those who don't know it, and it's not too late. You must hurry up to pacify and keep Su Tao from participating in your show, so that I can continue with Sanwei International. communication."

"But how do you explain to King Mobile?" Chen Xiao hesitated.

Gao Zhanpeng frowned in thought, waved his hand, and said, "I will call Guo Zhi personally and explain the reason. I believe he will understand our difficulties."

Chen Xiao sighed. Gao Zhanpeng can only wipe his butt with this matter.

Gao Zhanpeng dialed Guo Zhi's phone in front of Chen Xiao.

Although Guo Zhi is an advertiser of Xiangnan Satellite TV, he still respects Gao Zhanpeng.

"Director Gao, is there anything wrong?" Guo Zhi said with a smile. His first reaction was that Gao Zhanpeng came to urge King's mobile phone to be named the first sponsorship of the "Youth Wild" reality show. I just got the news. Su Tao has been kicked out of the program group, and the funds will be transferred to the financial account of the advertising department of Xiangnan Satellite TV this week.

"I want to communicate with you about Su Tao's contract termination." Gao Zhanpeng said solemnly.

Guo Zhi was the first to interrupt Gao Zhanpeng's words and smiled: "Please rest assured, according to our chairman's request, after Su Tao is terminated, the first sponsorship will be called to you this week. We are a long-term cooperation old man Customers, can you rest assured."

Gao Zhanpeng frowned and said lightly: "I want to discuss this with you. Su Tao is very important to Xiangnan Satellite TV. We are negotiating with his company for a very important cooperation. If this friction causes unnecessary Misunderstandings can cause huge losses. So I would like to ask Mr. Guo for help and discuss with the chairman of your group, can you sell me a thin noodle?"

Guo Zhi was very surprised. He thought that the matter had been settled, but did not expect to change again. He frowned and said, "Director Gao, it is not that I am unwilling to help, but that this matter is a private agreement between the chairman and Song Hao, and you know that Song Hao is the image spokesperson of our King mobile phone. After the group signed him, sales increased by 5% of the market share, so the chairman of Song Hao attached great importance to Song Hao. Moreover, the column team locked Song Hao as the number one guest, and hoped to use it. His popularity can make the show an instant hit. Let me put it straight, the combined value of others is probably not as valuable as Song Hao alone."

Gao Zhanpeng frowned and roared in his heart. You know what a shit, but Su Tao decided to spend billions of advertising expenses. It has nothing to do with the popularity of a reality show.

But he tried to suppress his inner resentment, and said solemnly: "If Mr. Guo can help me coordinate this matter, next year's advertising costs can be reduced by 10%, and at the same time, I will increase your rebate by 1%."

Guo Zhi was slightly startled, Gao Zhanpeng's shot was extraordinary.

Ten percent of the advertising fee is equivalent to more than 20 million yuan. As for the 1% rebate, it is privately given to him, which is almost more than two million yuan.

Guo Zhi was very curious. He spent a long time in signing this year's advertising contract, and the advertising expenses did not come down at all. But for Su Tao, Gao Zhanpeng gave such a big concession. What does it mean?

The advertising investment of Su Tao's enterprise in Xiangnan Satellite TV is probably a huge order.