Chapter 465 – Product placement in Gala night
Cheong Baojun was trying to avoid meeting Feng Yu’s eyes during the contract signing. Feng Yu signed the contract and threw the pen on the table: “Chief Cheng, what is going on? Shouldn’t you give me an explanation?”
“What do you mean? This auction is fair and open. Is there any problem?”
“Really? Since there is no problem, take all the bidding forms out and show it to everyone. If not, I will look for the higher-ups and see what they have to say. I think if others know that this auction was rigged, CCTV’s advertising slots will not be sold next year.” Feng Yu sneered.
“Ah…. Hahaha…. Manager Feng, here are the slots that are not for auctions. There are a few timings which are not bad. You can pick the timings first. I will announce the rest to the others.” Cheng Baojun laughed and passed a list of advertising slots to Feng Yu. The prices of the slots were also stated in the list.
Feng Yu nodded. This Cheng Baojun knows how to please him.
But when Feng Yu saw the prices of the slots on the list, he cursed. Damn, CCTV had increased the prices by 30%. Did they think that people were bidding high prices for the primetime slots and they can raise the rates of the rest of the slots?
“I want all these slots. Give me a discount.” Feng Yu passed the marked list back to Cheng Baojun.
Cheng Baojun looked at the list. Feng Yu had picked 16 slots. He dared not give Feng Yu discount for some of the slots.
“Manager Feng, you have picked too many slots. Does your company have so many advertisements? I think half of these will do. It is a waste of money if you buy so many slots. I am able to give you a 2% discount.”
“I have a lot of companies. These slots might not even be enough. 2% is also considered a discount? 5%. That’s settled. Go and prepare the contracts. I still have to attend the final rehearsal for the New Year’s Day Award Ceremony.”
Cheng Baojun made a mental calculation. 5% discount was almost 1 million RMB. But overall, these advertisement slots were sold a few million more than last year. Also, Feng Yu might go to the higher-ups if he does not give Feng Yu the discount. Although the higher-ups knew about the rigged auctions, this will put Cheng Baojun in a bad light. He might as well do Feng Yu favor and give him the discount. Feng Yu signed the contract, and Cheng Baojun walked Feng Yu to the door personally.
Feng Yu signed the contracts, and this proves that a 30% increase in the rates was acceptable by the market. Cheng Baojun had successfully increase CCTV revenues again!
Feng Yu did not intend to attend this year’s award ceremony. CCTV had informed the association that it was okay for the companies to put up banners. But the audiences were not allowed to shout slogans.
So be it. Anyway, Feng Yu had already planned to advertise his products through product placements in the performances.
This year’s ceremony was also recorded. But from next year, this ceremony will be a delayed telecast. In a few years, this ceremony will become a live telecast.
The TB audiences still prefer live telecast, and the live telecast was proof of the popularity of this program.
Feng Yu got the rights of the program after the ceremony. He passed the recordings to Jiang Wanmeng for him to make it into VCD. This VCD will not be sold. It will be the free gift that comes along with the VCD player.
……
After New Year, it was examinations for Feng Yu. When the exams were over, Feng Yu remained in Beijing while all his friends returned home for Lunar New Year celebrations. This year, Feng Yu might have to spend his Lunar New Year in Beijing.
During the rehearsal for the awards ceremony, Feng Yu mentioned that this New Year’s Day award ceremony’s stage was almost better than the Spring Festival Gala night. Station Chief Jia replied that it was because they do not have enough budget.
Feng Yu knew what Chief Jia wanted. CCTV wanted some funding. This was an excellent opportunity for Feng Yu. He immediately discussed with Chief Jia about sponsoring for the Gala night.
Feng Yu did not just sponsor CCTV like this. He wanted to be the director for the program, but CCTV cannot agree to this request. CCTV can only allow Feng Yu to have some say in the stage decorations and performances.
This was what Feng Yu wanted. Not only he will place his company’s products on the VIP tables in front of the stage if the performances’ props have tables, but he will also put his Superfans on it.
Feng Yu still made some suggestions and changes for the scripts of some performances to include his advertisement.
I am the sponsor for this special program. So, it shouldn’t be too much to have some close up on my products during the telecast. 3 seconds will do. The advertising effect was more effective on this special program than the news!
But this year, Baldy Chen and Zhu Simao were not performing, and Feng Yu felt this was a pity. This duo was the most popular comedy duo in China.
How come there is no performance for children during this gala night? Add in some children songs performances. There should be at least two songs. One song will be <Our motherland is a garden>, and the other will be <I am a little green dragon>. There should be some cartoon characters dancing along with these songs.
I think Lehaha’s cartoon character is suitable for this role……
During the award ceremony on New Year’s Day, the most popular performance was a group of children singing <I am a Little Dragon> and not the comedy skits or the Hong Kong and Taiwanese singers.
“I have horns and a tail on my back. No one knows how many secrets I have…… I am a little dragon boy, little dragon boy, little dragon boy. I have many secrets, secrets, secrets…… I will not tell you, not tell you, not tell you……”
Feng Yu had not been watching TV for quite some time and did not know that <Little Dragon Boy> was already aired. This cartoon was even more popular than <Journey to the West>. Even the adults like it.
When the children were performing this song, men in their 30s and 40s were singing along. Feng Yu was surprised.
After the awards ceremony, Feng Yu told Zhong Qingxian to quickly sign at the kid as their product’s spokesmen. Lehaha’s AD milk’s commercial stars will be that kid!
This year, this kid will be more popular than Jin Ming! If Lehaha were to make use of him to promote Lehaha’s yogurt drinks, a lot of children would be buying Lehaha’s drinks.
In the second half of 1992, Lehaha had introduced AD milk and green tea beverages. But the market was not responding well. These products were not as popular as Lehaha’s children’s health solution. This year, Lebaishi had bought the primetime advertising slot. 1993, Lehaha will not win the yogurt beverages market.
But Lehaha’s oral solution was still number one. They do not have any competitors. If they place some advertisements for their green tea beverages, there should be some sales. Last year, Lehaha did not advertise for this product, but they did not make any losses. This year, with the advertisements, the results should be better.
……
This magic show performance was too boring. Oranges and apples appearing from thin air were too mainstream. If the magician made an Aiwa Walkman appeared, he could give it to one of the audiences.
Also, the items in the crosstalk performance, <Auction> by Feng Gong and Ma Ji, should be changed to our products. Walkman, Superfan, VCD players and even motorcycles. Their performances should be realistic.
Zhang Guoli’s skit, <Selling>, can also be selling our products. After their performances, those products can be given to the performers and CCTV staffs.
Chief Jia had let Feng Yu help set up the stage and planned the performances, but Feng Yu make use of this to place all his products into the performances……
Translator’s notes: I made a search for the children’s songs on YouTube and below are the links. Warning…… the songs are damn irritating, and my ears bled.
Our motherland is a garden
Little Green dragon
Feng Gong
https://en.wikipedia.org/wiki/Feng_Gong
Ma Ji
https://en.wikipedia.org/wiki/Ma_Ji
Zhang Guoli