Meet the Brand Officer

The hundreds of thousands of viewers in front of the screen witnessed a large-scale live broadcast rollover disaster.

Ah Cai dodged in embarrassment, and the product that hit him was actually the Wang Runte Cream that he highly recommended just now.

In the noisy background sound, there are also angry "garbage" cursing.

Just when the unknown audience wanted to watch a good show, the screen went black and the live broadcast was abruptly cut off.

And in the live broadcast room, the security personnel who rushed over were trying their best to maintain order, guarding Ah Cai firmly behind him, and persuading everyone to calm down, not to be impulsive, and to discuss things.

"Discussion? Fart! I asked you for an after-sales service a few days ago, and I kept procrastinating and playing Tai Chi, but I didn't give you a solution."

"Me too. I reported that I had a little acne and whiteheads, but the after-sales service said that I used other skin care products. Now it is in the adjustment period. Let me continue to use it for a while, and it will be repaired slowly. The result is direct. It's stuffy!"

The rights protection customers gathered here are all locals, and they yelled about their allergies in dialect, demanding compensation from Ah Cai.

Ah Cai took the microphone, and raised his hand to try to explain and comfort: "Everyone, calm down, most of the customers have given us good feedback on the Wang Runte Cream that we bring and sell, so I will try my best to plant grass for everyone."

"I am also very sad and worried about the slight allergies of everyone present, but the product is produced by the brand, and our team is further confirming the situation with the brand and negotiating a solution."

"Don't worry, everyone, we will definitely give a satisfactory explanation, please wait patiently, okay?"

Ah Cai's eyes were sincere, his words were earnest, and his eloquent tongue immediately calmed down the anger of the crowd.

Everyone looked at each other in blank dismay, dubious.

Suddenly, someone in the chaotic crowd yelled loudly: "It's all a perfunctory excuse! A black-hearted anchor like you, full of nonsense, should be offline indefinitely!"

Everyone came back to their senses for a moment, and responded one after another: "Yes, get off the assembly line! Don't come out to swindle people and swindle money!"

The anger that erupted from the rebellion flooded towards Ah Cai again, no matter how good his eloquence was, he couldn't resist the anger coming from all directions.

Not long after, the city supervision bureau received a visit from the reporting hotline, and directly took A Cai and related personnel away to further investigate the situation.

Xiao Jianhua, who was crowded in the crowd to watch, recovered from the shock, and finally understood the deep meaning of Lin Xiyou's words. He realized that the popular anchor's delivery of goods is a double-edged sword, and he was completely convinced that the plan she gave was the most beneficial. The long-term development plan of Zhongzhi brand.

After a while, he was afraid, but he was very grateful. Fortunately, he didn't sign the contract. Otherwise, not to mention the loss of money, he would be discrediting his own brand, and the president couldn't explain it at all.
Xiao Jianhua didn't want to stay, so he rushed to the airport immediately, flew back to the company, hosted a banquet for Lin Xiyou, expressed respect and conviction, and expressed his gratitude.

Lin Xiyou happily attended this banquet.

She believes that after this turmoil, the Zhongzhi brand will no longer have doubts about her ability.

Sure enough, after solving the problems of mutual trust of customers and internal coordination, the Zhongzhi brand planning plan proposed by her has been fully recognized and supported, and the approval, promotion, and implementation have been given the green light all the way, and the progress has been extremely smooth.

In the process of promoting and implementing the plan, Lin Xiyou tried her best to check every link, and did not miss any important details.

In terms of anchor candidates for long-term contracts, she recommended Tong Shan, the young girl who shared her skin care experience with everyone in the Zhilihai City store and highly praised the anchor of A Cai.

With her strong encouragement, Tong Shan regained her shattered faith and determined to become a truly conscientious anchor.

"She doesn't have much experience, but she is good enough to learn and work hard. She is also talented in this area and has strong plasticity."

"I have been in contact with her for a while, and her image is very friendly. She has a sharing gene in her bones, and she has sincerity and enthusiasm in her explanations, which is quite motivating."

Lin Xiyou gave a brief introduction and suggested: "You can let her participate in the interview first, and you can meet and communicate with each other before making a decision."

"The person you recommended must be right." Xiao Jianhua agreed unconditionally.

Mei Xingning also nodded, saying that there is no problem, and made another appointment with Tong Shan to discuss the specific cooperation details.

Later, when Lin Xiyou proposed which amateurs to participate in the live broadcast interaction in the first episode, Mei Xingning hadn't said anything yet, and Xiao Jianhua immediately raised his hands in favor, applauding and saying "yes", like a fan supporter.

Mei Xingning gave him a disgusted look, and asked humbly, "Is there something special about it?"

Watching their interaction, Lin Xiyou couldn't help laughing, and explained with a smile: "According to the survey data of WOMMA (Word-of-Mouth Marketing Association), an average adult receives about 3000 pieces of brand information every day, but about three-quarters of consumers would question the integrity of some of these brands.”

"Although these brands have placed overwhelming advertising information on TV, media, and the Internet, they still cannot win people's trust well. However, the powerful influence of word of mouth can affect 80% of consumers and play an important role in their purchasing decisions. play an important role.”

Lin Xiyou briefly introduced the theoretical data and explained it in combination with the actual situation.

"So, we need to promote word-of-mouth communication, find and cultivate brand advocates among consumers, so as to facilitate the purchasing decisions of potential consumers."

"The first batch of experiencers is very important, which affects the success or failure of the word-of-mouth marketing strategy. The group of people I just proposed are the right candidates that I have observed and selected during this period of time."

"Where did you choose?" Mei Xingning and Xiao Jianhua said in unison, and each turned their heads away after asking.

Lin Xiyou pursed her lips and smiled, and told the truth: "I have applied for a batch of sample trial packs and gift packs from you before, and went to Zhili stores in Haishi and the surrounding areas to find some customers for interviews, trials, and evaluations, slowly screening and accumulating The personnel resources that come down."

"After a period of trial, they are the group who recognize the brand concept and products of Zhongzhi."

"More importantly, they have certain skin care experience and social experience. They know the relationship between themselves and others, and know who they should share brand information with. They can be very good propagandists and advocates of Zhongzhi brand."

Xiao Jianhua gave a thumbs up, "Professional enough, with foresight!"

Mei Xingning was robbed, so he glanced at him again, and confirmed in a joking tone: "These shouldn't be 'popular talents' like Lao Xiao, right?"

"..." Xiao Jianhua stared back, retorted and defended: "We, consultant Lin, don't engage in such nonsense, look at the fate of the anchor A Cai, not to mention being banned from the shelves, and even fined a huge sum of money. Tsk tsk, current world newspaper."

Lin Xiyou clearly understood the worries conveyed in their singing and harmony.

She remained calm and gave an affirmative response.

"Those sensational gimmicks are vulnerable, and they are not a long-term solution. Only by doing a good job in content and becoming a real and valuable existence is the kingly way."

"This is my principle of doing things, and also the original intention of building a good brand. I hope that more valuable existences will become dazzling highlights, enter the public's field of vision, and realize their true values ​​and missions."