Chapter 813： Score determines value

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There is a reason for Matthews and Wilson's taste.

The front three are big sponsors.

It's not that their brands are bigger than BMW and VISA, but that people have signed contracts for a long time and given large contracts, so if it is a publicity event, Shen Huan will definitely take care of them first.

In such a month, BMW and VISA can get 3-5 separate promotional opportunities, it is already a thank-you.

Although the endorsement fees of 3 million and 8 million US dollars given by BMW and VISA are not low, Shen Huan can give them three or five appearances alone, which is enough to give face.

They should not be sour.

But seeing the smiling faces of the three companies, they still couldn't help being jealous.

no way.

Or the head office cannot make up its mind.

In fact, after signing a contract with Shen Huan for about 4 months, the advertising effects of BMW and VISA are good.

Shen Huan spoke for BMW about the X3 off-road vehicle.

The price of 3 million US dollars, of course, is impossible for Shen Huan to be the global image endorsement, but only a single product.

Compared with the high-end and stable X5 and X6, X3 has a younger publicity, which is more popular with young people.

As long as young people like off-road vehicles, there is basically no one who does not like sports.

Even if they are not **** basketball fans, they will like to watch Shen Huan’s overbearing game and adore Shen Huan’s genius.

Therefore, the sales of X3 have become very good in recent months. Global sales have skyrocketed by 200%, and the sales volume in China has tripled.

By the beginning of October so far, BMW X3 sales have successfully exceeded 200,000 units in these months!

You know, the total sales volume of X3 last year was only 230,000 units!

Less than 5 months later, it almost equaled last year's sales record. Can you say BMW is not happy?

If they weren’t worried about Shen Huan’s declining influence, he would no longer be attractive to young people, and he would have locked Shen Huan with a big contract.

Now that Shen Huan is back and playing the NBA again, BMW is certainly happy. They also sent people to discuss the new contract and new cooperation as soon as possible.

But because Shen Huan said from the beginning, this time he also played only one season and the same playoffs, so BMW once again had entanglements and disputes.

On the one hand, some people think that since this is the case, then give Shen Huan another year's contract, and the price will be increased a little, which is also a happy cooperation for everyone.

On the other hand, some people think that looking at the benefits of Adidas in the same country on Shen Huan, BMW is almost too far away.

Without playing basketball, Shen Huan's influence in the world may decline, but his influence in China is very lasting.

The Chinese market is definitely one of BMW's most important markets, basically second only to the US market.

So even if it is for the Chinese market, BMW should give Shen Huan a big contract, not to mention Adidas’ lifetime contract or McDonald’s and Pepsi’s 10-year contract, but the three or five-year contract is not excessive. .

Until today, when Matthews arrived in China and contacted the company, the two opinions were still arguing and arguing.

Matthews is a neutral, and he doesn't care about it, but in the next year, he was already prepared to take advantage of Shen Huan's popularity to contribute to the BMW.

However, after seeing the unhurried attitude of those companies, Matthews was still a little envious of them.

It is because Adidas, McDonald's and Pepsi have long-term contracts, so any promotion is definitely their priority, and there is no need to rush to squeeze the influence and value of Shen Huan.

BMW is different. If the contract is not long enough, within the contract period, try to squeeze the value of Shen Huan as much as possible.

At that time, the negotiation of contracts, the negotiation of prices, and the negotiation of the time of various publicity activities all seemed very tense.

What will happen to Shen Huan's mood, it is conceivable that the propaganda is not strong enough and the effect is not good enough, then it depends on his own performance.

BMW can't imagine that Shen Huan can treat their activities like Adidas, McDonald's and Pepsi.

no way.

This is the treatment of second-class sponsors, no one can change.

If Shen Huan is really desperate for BMW, then the three companies above will be dissatisfied.

Why?

You have a big face? !

Compared with Matthews's entanglement, VISA's global vice president Wilson seems a little calm.

Because they gave a global sponsorship contract of US$8 million a year, the single-year sponsorship cost was the highest.

So what Shen Huan does for them is global brand endorsement.

In the past 4 months, VISA has launched 27 Shen Huan co-branded credit cards in 33 countries around the world.

Most of the targeted issuers are young people aged 18-25.

The results are very gratifying. VISA has received more than 7 million contracted users, and most of them are people who have never used a credit card.

They started from using VISA, and basically would not leave the VISA camp in their lifetime.

The endorsement fee of US$8 million has brought so many users in such a short period of time, which VISA company did not expect at all.

This is only 4 months, although it is the most influential 4 months, but the endorsement time of one year, at least it must be about 12 million?

The endorsement cost of 8 million US dollars is calculated on average, and a user spreads out the propaganda cost of 0.7 US dollars.

This conversion rate is too high!

All the spokespersons before VISA did not do this.

They were there with emotion, if Shen Huan could play for a few more years, VISA in Shen Huan's hands, at least can add 30 million new users!

For a credit card company, there is nothing more important than the increase in users!

They just rely on users to swipe to consume to eat!

Suddenly, Shen Huan told them that he would play in the NBA playoffs for another year, and VISA was immediately excited.

Whether it is one year or three years.

Eat it before you talk!

According to Shen Huan's fame and influence now the space available is really huge!

To this end, during the time that VISA was flying in Wilson, it held a six-hour meeting and had planned to give Shen Huan a better contract for more years.

Although it is not as good as McDonald's, Pepsi, or Adidas, in the history of VISA's advertising endorsements, it is definitely a very good contract!

No wonder they all have mixed feelings.

Once Shen Huan returned to the NBA, he was the most popular superstar.

No sports star or entertainment star can compare with his influence and deterrence.

Such a superstar, for advertisers, is Tang Seng meat! !

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