It's not easy to be a supermodel [Comprehensive British American American Entertainment]

The nature of endorsement and the launch of joint products are different.Although both use the fame and image of the model to promote the brand, the endorsement is more like the messenger of the brand. The spokesperson can only follow the instructions of the brand, but the joint name is a collaborator, and the status of both parties is equal—at least on the surface .

Lima is the spokesperson of Maybelline, which is one of the reasons why Letty cannot be the spokesperson of Maybelline-Lima is a business model, and Maybelline is positioned as a commercial brand, which is simply tailor-made for Lima.However, Letty is a completely different type of model from Lima. Her signing with Maybelline is the same as signing with Victoria's Secret, which will become an obstacle for her progress in HF.

But joint cooperation is completely different. It can even be said that joint cooperation is a higher level of cooperation than endorsement.

Maybelline will have this idea, it is because they fancy Letty's ability to drive sales.

The job of a spokesperson—especially a spokesperson for a commercial brand is to bring topic and attraction to the brand, and Letty has done a great job in this regard.

Taking Versace as an example, although its sales have not increased significantly, the overall sales are still rising at a slow rate, which is already very important-the sales of luxury brands will not suddenly skyrocket because of a large investment in publicity, but It has been maintained at a stable level, with occasional slight rises or falls. In the final analysis, luxury brands are not targeted at ordinary people, and their turnover will not fluctuate too much unless the economy is severely curtailed.

What Versace gets from Letty is topicality, it depends on how many newspapers she has appeared on the red carpet wearing a Versace dress?This kind of advantage may not be seen in luxury brands, but once it is replaced by a commercial brand, the effect may be unexpected-what does a commercial brand use to make money?Topic, popularity!

As for whether Letty will be controlled or driven by the brand, it depends on the coffee positions of both parties.

Although the grade of Maybelline is much lower than that of LV or even Versace, but in the final analysis, it is also the leader in open-shelf makeup. It has a history of nearly 90 years and is more famous than Letty. People like it, enough civilians, after all, not everyone can afford Chanel or Dior's cosmetics, letty is actually at a disadvantage when it comes to negotiating.

It is most directly reflected by data. In 2000, Maybelline had 130 sales outlets in 3552 cities across the country. Occupy 2002% of the global market share.

19%, what a terrible number is this?

Large department stores are the main sales channels for cosmetics, especially high-end cosmetics. Because large shopping malls and department stores play a higher role in enhancing the brand image, high-end cosmetics are also called "counter cosmetics".

However, in addition to department stores, Maybelline's sales outlets are spread all over supermarkets and chain convenience stores.

Because Maybelline is positioned as a mass brand, for this type of brand, apart from price, convenience of purchase is also an important consideration for consumers.The advantage of supermarkets and convenience store chains lies in their strong penetration, enabling Maybelline to meet people's needs for mass brands-its products can be bought anywhere.

The penetration and sales volume of Maybelline is exactly what Martin is attracted to it, which even LV and Versace can't match.

Letty pondered for a moment, and said, "Unless we have enough bargaining chips to impress them."

Martin said meaningfully: "Who said we don't have it?"

……

Maybelline's headquarters is in New York, and Letty, accompanied by Martin, came to visit after meeting for a while.

It was a woman named Tina who met them on behalf of Maybelline. After the three of them chatted procedurally, Tina pushed a box of foundation in front of Letty, "This is our company's flagship foundation series this year. ——Dream Matte Mousse (Dream Matte Mousse), there are now a total of twelve shades, our joint name—if there is one, it will become No.13 shades.”

Letty opened the lid, and gently spooned a little on the back of her hand with her fingers. The texture of this foundation is indeed very "mousse". It feels soft to the hand after applying it. It has a high coverage and can cover the pores. It's not heavy, but Letty has done enough homework before coming here. She knows that the shortcoming of this foundation is that it is not long-lasting, especially it is not friendly to oily skin.

The price of this fantasy mousse foundation is 40 dollars, which is of course difficult to compare with Lancome or Estee Lauder which cost [-] or [-] yuan, but the advantage is that it is cheap, so a large part of the consumers are students.

Letty asked, "So you're not going to make any changes to the foundation, just a new shade?"

Tina said quite dissatisfied: "Change? Do you know how much money and time it takes for a product to go from material selection, experimentation to launch?"

Martin added in a timely manner: "She doesn't mean for you to develop a new product, but to modify existing products, such as adding new ingredients, or making changes in packaging. Your product has been launched for nearly half a year, and consumption Everyone knows the advantages and disadvantages of your products, so what if you launch a new color at this time? What other factors can stimulate them to consume again besides Leticia? Who would buy a bottle of the same series but different A shade of foundation?"

"Mr. Martin Lex, you are a broker, but I am a market planner." Tina put her hands on the table and leaned forward, creating some pressure on them, "I am in the cosmetics market After working for more than ten years, I clearly understand the gains and losses, you cannot guarantee that the profits will cover the funds invested, otherwise we would not take this risk.”

She uses her body posture to create the information disparity during the negotiation to create the atmosphere she wants-she wants to tell them that this is her home field, so she is in charge.

Letty and Martin exchanged a glance, it seems that this Tina is more difficult than they imagined.

Negotiation is actually communication, but a different kind of communication.

The purpose of both parties in the negotiation is to strive for the greatest benefit for themselves, and at the same time use the bargaining chips in their hands to persuade others. If there is no bargaining chip, it is not negotiation, but begging.

Before coming here, Letty and Martin set the minimum expectations for this negotiation, which is the bottom line.

Their bottom line is 15%, and the other party's refusal to change is also within their expectations, so they don't feel discouraged at this time.

Whoever flinches first loses.

It's one thing to set minimum expectations, it's another to test the other person's minimum expectations.

So Martin cuts to the topic of money: "In terms of sharing, we..."

"10% can't be more." Tina insisted, "I'll just say it, this number is already a very preferential treatment for Lopez, I believe that your two endorsements may not be able to reach this 10%. I think you should be content."

Wow, this is so vicious, Martin asked the brunette next to him seemingly casually: "Letty, how many Twitter followers do you have?"

"It reached 200 million the day before yesterday."

"200 million..." Martin specifically emphasized this number, "Then how many likes did your last tweet get?"

Letty smiled slightly: "67."

Tina: "..."

She lifted her glasses and watched them sing together with a cold face.

"If you want to say that Ms. Lopez's Twitter is a good publicity channel, I don't agree with it." She said, "Among the 67 people, how many people will really buy our company's products? In the past six months, the total sales volume of Dream Mousse Foundation was 200 million. Even if 67% of the 10 people would buy it, it would only bring in an income of 53.6 US dollars, which is insignificant compared to 200 million. "

"——67." Martin repeated, and he met Tina's eyes without fear, "This is just the number of likes, not including the number of views. You know that the ratio of likes to fans can reach 1: 3 How difficult is it? Her cohesion is far beyond your imagination, especially for young people—more than 200% of the 15 million fans are teenagers aged 26-16, and your company’s target consumer group is 30- [-]-year-old women are the main ones, isn't this a large-scale overlap with her fan base?"

A good negotiator never says "it's for my own good" but pretends "it's for your own good".

"She has over 200 million views on each of her tweets, and if you don't know, Tony Stark and Bruce Wayne have both retweeted her tweets, and the three of them have over 1000 million followers combined -"

This time it was Letty who was surprised, she immediately looked at Martin - how did I not know that you even threw out Tony and Bruce as chips? ?

Martin gave her a quiet look, and continued: "As far as I know, it costs at least 1000 million US dollars to buy an advertisement on BBC TV that can be seen by 120 million people-but she can do it without breaking a sweat." can do it."

In fact, the figure of 1000 million is a bit exaggerated by Martin. Tony and Bruce did repost Letty’s tweets, but this situation is relatively rare, and 1000 million views is basically impossible.

From Tina's point of view, the ultimate goal of a market planner is to increase the sales of products, and of course the less money invested, the better. It is a great temptation to help them save money.

Sure enough, Tina was already lost in thought, and did not immediately refute them as she did just now—this obvious pause reflected that she hesitated.

This is a good time to take advantage of the victory. Martin kicked Letty lightly under the table, and Letty smiled without saying a word: "15% is our bottom line. I hope you can seriously consider it. Because I There are other jobs, so I will leave today, and I look forward to hearing good news from you."

After speaking, Letty and Martin pretended to get up and leave.

——Advance by retreat, show indifference and no hurry, and invisibly make yourself stand in the dominant position.

"Wait." Tina said.

Letty and Martin looked at each other indiscriminately, and read the same message from each other's eyes: there is a show.

Tina took a deep breath and leaned back on the chair, "15% is fine, but it's conditional—I not only need you to promote it on Twitter with pictures, but I also need you to shoot a trial video, and..."

She made a concession, and when they were really going and the other side had something to say, that was the best time to negotiate and attack—how could Martin pass up this opportunity?

"Then, I also have a request." He propped his hands on the table, increasing his body size, creating a sense of oppression for Tina, "Her name must be placed before Maybelline."

Tina narrowed her eyes.

——Put Leti's name in front, then the joint name will be called "LetitiaXMaybelline" instead of "MaybellineXLetitia".

It may seem like an innocuous request—the context of the name won’t affect profits—but the meaning behind it is huge.

Just like the list of actors that appear at the beginning and end of the movie, whose name is placed first is actually a status symbol. When people see "LetitiaXMaybelline", they will subconsciously think that Letitia is in a strong position and Maybelline is in a weak position. They invite Letitia Come to cooperate, and Letty's coffee rank is higher than Maybelline.

Martin faced her with a commercial smile: "Otherwise, it seems that our cooperation is lost."

This is the final offensive - throw the last blow, if you agree, you will cooperate happily, if you don't agree, you will be pulled down.

Since it is the last blow, it can only be used when the negotiation has reached [-]% of the time. The purpose is to end the negotiation in the fastest way.

Fifteen minutes have passed since they entered the door, and the key lies in the last 15 minutes.

At this moment, they have thrown all their conditions: 15% share and Letty's name placed in front of Maybelline. The situation seems to be favorable to them, but Martin is still very cautious not to push the share to 20%.

From the original 10% to 20% is doubling, they may not be able to accept this jump, so taking a median, Martin guessed that 15% is their bottom line, and if they make further progress, it may not be worth the candle.

Tina has lost the aura she had at the beginning, and Martin's way of negotiating with each bite of sugar can easily disrupt people's thinking.

Just as the second on the wall clock ticked around, she finally spoke.

……

After leaving the meeting with Maybelline, Leti and Martin both had smiles on their faces, and the two foxes, one old and one young, walked out of the headquarters contentedly.

"15%, aha, as long as you work harder, you will be able to squeeze into the top ten of the "Forbes" model income list this year."

"Martin, you're an old fox."

"Each each other."