The right time, the right place, the right people -
Everything is just right. What time could be more suitable than now?
From the Challenger League and Youth Storm throughout the year to the emergence of Gao Wen as the "Fifth Giant" to the fierce competition for the world's number one at the end of the year, not to mention that the "fighting" craze has become a trend with the help of Nike.
A sign that the new generation of young people are at the forefront of trends.
Get out of the circle frequently!
The advantages in all aspects are all concentrated on Gao Wen.
There is no doubt that Gawain is the best synonym for the new generation, and once again leads tennis into a new era and expands different markets.
Nike, sensing business opportunities, prepared a series of activities during this offseason to formulate a detailed blueprint for the upcoming 2016 season.
ATP also sensed business opportunities.
This is where Calvelli comes on the scene.
but--
"What do you need me for? I'm just a player. I don't know anything except tennis."
Gao Wen is not being modest, he is telling the truth. He is indeed a layman in terms of marketing and brand planning and cannot provide much help.
Calvelli showed a confident smile, took out a document from his briefcase, and handed it to Gawain.
"Don't worry, this is our profession. We just hope that you can cooperate with ATP to complete some publicity and attend some activities, that's all."
In fact, the ATP spends a lot of effort every year for marketing purposes. From a purely marketing and promotion perspective, the ATP does a better job than the WTA, and it has been directly reflected in attendance and advertising sponsorships in recent seasons.
ATP's strategy is very clear. They are ready to make full use of the influence of the Big Four to create more waves.
Those plans cover a very wide range, including cooperation between ATP and players, cooperation between ATP and different events, cooperation between ATP and different national tennis associations, ATP's own planning, etc., and run throughout the year.
Now, what Gawain has in hand is a plan——
A project centered around young players with Gao Wen as the core.
Such treatment is unique in the ATP.
But looking at it from another perspective, as the leader of Youth Storm, Gawain's existence is unique in itself, and there is no other alternative.
ATP takes things so seriously, which to some extent is a sign of sincerity and determination.
Generally speaking, it is a win-win situation between ATP and players. Players will not reject ATP's proposals because players need to cooperate with ATP for a long time and because ATP's proposals are also beneficial to players.
But occasionally there are exceptions.
After all, the ATP considers the profit of the organization, not the interests of the players. There are many cases when the ATP requires players to sacrifice personal interests for their activities. This is also the necessity of the existence of the players union.
The ATP did not want Gao Wen to become such a special case, so it lowered its stance from the beginning.
Even the selection of Calvelli from Nike as the representative should be the result of discussions among ATP senior officials.
Under Calvelli's gaze, Gawain opened the plan and briefly scanned the directory.
Then, Calvelli’s explanation came to his ears, “We look forward to more young players being seen, and we also look forward to the Challenge and Hope Games getting more attention. Of course, more importantly,
We’re seeing more young people on the Grand Slam and Masters stages.”
Okay, okay, okay... But these are just words for the occasion, which are easy to say but difficult to implement.
Unless a broad and deep mass base can be established at all levels of competition like American football and baseball, everything will be in vain.
Wait, different levels of competition?
An idea flashed in Gawain's mind.
Raising his head, Gawain looked at Calvelli, who was talking eloquently, and showed a smile. There was no need to interrupt, just a look was enough.
Calvelli noticed it keenly, stopped his words at just the right moment, and looked back, signaling Gawain to speak.
Gawain did not refuse, "Mr. Calvelli..."
Calvelli smiled and said, "Just call me Casimo."
Gawain took advantage of the situation and said, "Casimo, do you believe in advertising?"
Calvelli paused, and although he didn't understand Gawain's intention to change the subject, he still answered, "No, I don't believe it. I used to believe it, but not now."
Gao Wen nodded in affirmation, "Times have changed. In the past, there were few information sources, and the intuitive and vivid advertisements could easily convince consumers. But now there are many information sources, and consumers have become smarter about how to insert advertisements and how to persuade consumers.
You need to be smarter."
"The same goes for business promotion."
"We spent countless efforts shouting, 'Hey, ladies and gentlemen, please watch this year's ATP year-end finals. The Ilye-Nastase group is the death division, it is wonderful.' But in the end, it was still the same group of people who bought tickets to enter the venue.
Loyal fans, that group of fixed, long-lasting, passionate fans."
"It still doesn't really attract the disinterested audience."
the reason is simple--
The charm of competitive sports lies in the game itself.
Even a hundred shouts and shouts cannot compare to the traffic brought by a highlight of the game or the top five goals.
In this regard, Calvelli is a professional, so he understands the truth, "But today's match between you and Rafa, the ratings hit a new high."
Although it is a compliment, it is not flattery.
Gao Wen's focus was not here. He snapped his fingers and said, "Correct, in the final analysis, what attracts the audience is the competition. Maybe the average audience doesn't care about who is ranked number one in the world at the end of the year, because they don't even know me or Novak."
, but they will care about exciting rounds and beautiful games, which is the common charm of competitive sports."
Calvelli was a little confused. He vaguely grasped some clues, but he couldn't identify them clearly. He didn't know where this conversation would go next.
Gawain did not show off, but showed a smile, "So, it is the same for the new generation."
"Maybe you don't know Kyrgios, Rublev, or Zverev, but if they play a wonderful game, people will naturally pay attention and become curious about this group of unfamiliar faces.
Who are the young people?”
"This is the correct way to promote competitive sports."
Calvelli was vaguely aware of something, but the more straightforward way was to say directly, "What do you mean?"
Gao Wen lightly shrugged, "Instead of arranging these interactions, publicity, and marketing, it would be better to hold an event directly."
Calvelli was stunned——
It feels a little weird. He should be the one to promote their publicity plan to Gawain, but why are the two people's positions reversed now?
But it doesn't seem like a bad feeling.
Calvelli's question blurted out, "A tournament?"
Gao Wen nodded in affirmation, "Just like the year-end finals held at the O2 Arena, the ATP can hold another year-end finals for the new generation."
"The qualifications for the year-end finals at the O2 Arena are for the top eight players in the world, and the same is true for the new generation's year-end finals."
"The top eight players in the world at the end of each year only need to add a prefix. Players under the age of 20? Players under the age of 21?"
"The details of the rules can be discussed later."
"But the overall concept is this, it is a year-end finals for the new generation of young players."