Chapter Five Hundred and Forty-One Advertising Bidding Begins
At the same time, the bidding for [Papi Jiang]’s first advertisement is also in full swing.
Although this act of putting the product placements of internet celebrities up for public auction is a bold and unprecedented attempt in the entire industry.
These days, there are not a few controversies accompanying the popularity of [Papi Jiang], especially when this stunt known as "the first shot in the history of Internet celebrities" came out, I don't know how much doubt it brought to [Papi Jiang].
Can a mere internet celebrity's advertisement be put up for auction? You [Papi Jiang] are worthy of it, and you are actually a bigger celebrity than a celebrity? There are countless comments like this.
But with the preparations these days, Xu Ruoan's confidence is getting stronger day by day, because more than a hundred brands have signed up to participate in this bidding meeting!
Public opinion's doubts are understandable. After all, we are already at the forefront of the storm and enjoying the benefits brought by the traffic crowd. Can't we still let people say a few words?
The brand's interest is undoubtedly the recognition of the commercial value of [Papi Jiang], and it also means that the advertising bidding model has a basis for operation.
After all, if no one pays the bill, then this grand stunt will naturally be a complete farce. But as long as someone pays the bill, it is a successful commercial marketing.
And the word "advertisement" doesn't mean "to advertise widely"?
The overwhelming doubts and massive attention to [papi sauce] are undoubtedly a reflection of its phenomenal popularity. In other words, this is where the advertising value lies.
The reason why brands hire celebrities to endorse them is also because they value the blessing and exposure that their own traffic can bring to the brand.
For some brands that are eager to enter the market and enter the public eye, asking celebrities to endorse is the most effective method. The essence is to exchange money for traffic.
From this point of view, the advertising value of Internet celebrities and celebrities is exactly the same, they both exchange traffic for money.
The current phenomenal popularity of [Papi Jiang] is, to a certain extent, no less than that of ordinary celebrity endorsements, or even worse.
After all, the impact of new things may be more likely to leave a deep impression on consumers than the traditional, old-fashioned ones.
Some well-established old brands may look down on this eccentric approach. Compared with the risks brought by trying new things, they are more inclined to choose the conservative approach of celebrity endorsement, which is at least relatively stable and you get what you pay for.
But for some who are eager to build their own brand reputation, especially those brands that have emerged relying on the rapid development of the e-commerce industry in recent years, they are undoubtedly the first people to taste the sweetness of Internet traffic.
Compared with traditional brands that are mainly offline, they are cutting-edge brands that have found new ways to rely on e-commerce channels to open up sales. They are inherently more receptive to new things.
Therefore, for [Papi Jiang], an Internet celebrity of the year who is very popular among young people, and a cutting-edge brand that better understands the tastes of young people, it is undoubtedly more willing to pay for this first advertisement.
Among the hundreds of brands that have signed up for the advertising bidding meeting, they are basically all newcomers who have emerged on the e-commerce track in recent years.
Among them, there are even some outstanding ones who have emerged from micro-business, and some brands that you may have never heard of, but they do not prevent people from making money and making their hands cramp at all.
Maybe the money comes too fast, so they are not ambiguous about spending money. According to incomplete statistics, the number of luxury cars fully paid for by micro-business even exceeded the annual output of the brand, which is terrifying.
So.
Naturally, for such an industry-first advertising bidding meeting, we had to find a location that could match its significance.
Zhou Dongsheng had a sudden idea, and with a wave of his hand, he set the location at the Magic City Exhibition Center, the same convention and exhibition center that once held the wedding of Master Huang.
Zhou Dongsheng, who had attended the wedding of the century, was still wondering when he would be able to use such a high-end venue.
Unexpectedly, time has changed, and now I have the confidence to do so. The rent of hundreds of thousands a day is completely a drop in the bucket for Zhou Dongsheng now.
After all, Zhou Dongsheng has indeed made a lot of money in the past year. Even excluding investments and expenses, Zhou Dongsheng now has savings for several small goals, and his cash flow can be said to be very abundant.
What's more, there is also a cash cow "PlayerUnknown's Battlegrounds" with a promising future. Now Zhou Dongsheng is full of confidence.
Moreover, looking to the future, the Internet celebrity economy still belongs to a vast blue ocean, and perhaps Zhou Dongsheng is not outstanding in terms of professional abilities.
But he is definitely one of the first people to enter the market and compete for the market. He has already eaten the cake of the industry before others have entered the market.
Therefore, isn’t it reasonable to increase investment and strive to be the one who gets the most cake?
At this moment, apart from [Papi Jiang], there is no more suitable candidate.
In comparison, even the current [Muziqi] is far behind.
The generous decision of setting the venue at the Shanghai Magic City Exhibition Center undoubtedly added a bit of gold to this advertising bidding meeting.
After the location was determined, specially customized invitations were distributed like snowflakes in the sky, inviting registered brands and guests to attend.
Zhou Dongsheng also put a little effort into his network resources, and he can be said to have invited many talented people.
In this three-acre area of the Magic City, in addition to Principal Wang, Yang Luyu and others were naturally called. Of course, big bosses like Ding Sanshi obviously didn't have to think about it.
After all, Ding Sanshi was not someone Zhou Dongsheng could summon and leave at the drop of a hat.
At the same time, Jiang Yilei also flew from the capital to Shanghai to participate in the bidding meeting as the protagonist, and also brought his old friend Yang Ming.
In addition to icing on the cake for his old friend Jiang Yilei, Yang Ming also brought several brands to participate in the bidding meeting as bidders.
After all, Yang Ming himself was very optimistic about the commercial value of the IP [Papi Jiang], but it was a pity that he missed the best opportunity to sign this piece of diamond.
You can only make up for it by looking at the commercial value of the first advertisement.
In Yang Ming's view, the phenomenally popular "Papi Jiang" is likely to become the first Internet celebrity representative to take advantage of the situation.
Therefore, in addition to winning a phenomenal exposure by winning this advertisement, [Papi Jiang], the first person to eat crabs, will also be remembered by the public!
This is what Yang Ming thinks is the greatest value of this advertisement, so he tried his best to persuade several brands with whom he has good personal relationships to participate.
Naturally, it is impossible for the media to miss such a traffic feast. At this time, many people outside the Shanghai Magic City Exhibition Center are ready, eagerly waiting to faithfully record everything with their cameras.
As all parties gathered together, this advertising bidding meeting, which attracted a lot of attention both online and offline, officially kicked off.
In an exhibition hall inside the Magic City Exhibition Center, Zhou Dongsheng, who had put on a handsome suit, was chatting and laughing with Principal Wang.