King of the Bay Area

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"What do you think?" As a broker, Lech still needs to ask Lu Ke's opinion. After all, the person who signed the last should be Lu Ke.

However, Lu Ke was a shopkeeper, shrugging, "Leh, you know, I don't know much about brand sponsorship."

"Ha, I know. I'm just asking, what's your personal impression?" Lech was used to it, not surprised, shaking his head and asking.

"Very pleasant." Lu Ke's answer was simple and neat, "Indra has been in charge of Pepsi for nearly two decades, which is definitely not that simple; but she did not pose high, nor did she flatter and actively cater to the whole conversation. It ’s very relaxing, and honestly, I do n’t know how to reject her. "

Lech laughed, "It doesn't matter, that's my job, and it's why you hired me. The question now is, do you decide to refuse or accept?"

After a short pause, Lech didn't continue to sell anymore, and he just said Pepsi tried to sign Lu Ke's offer.

"Ten million each year, signing for ten years."

There is no brewing or foreshadowing, not even the prelude, Lech just threw a heavy quotation, enough to shake the quotation within the entire industry field, enough to change the quotation of the industry ’s historical process-no press conference, only need A single press release can detonate the entire North America.

What exactly does this contract mean? How much weight does it have?

First, horizontal comparison.

Whether it ’s Pepsi or Coca-Cola, it ’s now dominated by “Sparkling Stars”. Either it ’s changing a spokesperson one season, or signing multiple spokespersons at the same time, and the appearance of double-digit superstars in an advertisement is definitely not rare . The former is a short-term effect and the latter is a group effect. Both cases are doomed. The endorsement cost must not be too high, otherwise it will exceed the budget.

In recent years, the endorsement fees of Pepsi and Coca-Cola are generally relatively "low", with an average price of about one million US dollars, and a few top stars can be raised to 1.5 million US dollars, which is the capped state.

Even in the long history of history, Pepsi-Cola spent five million dollars in 1994 to invite Michael Jackson as the spokesperson, which is also a glorious moment, and it can hardly be found in the follow-up. In the final analysis, Coke is still a fast-moving drink, Pepsi and The fierce competition of Coca-Cola still needs to constantly "refresh the sense of existence", hoping to maintain the freshness of consumers, and the spokesperson naturally needs to be updated from time to time.

It wasn't until the second decade of the 21st century that the situation changed slightly, because of the existence of the network, the update rate of freshness reached an unprecedented height, and the speed of message change increased more than ten times, even Coca-Cola and Pepsi Comprehensive acceleration is also difficult to keep up with the speed of changes in the network, and the two companies have made adjustments in their publicity strategies, gradually developing their own unique styles, and the market positioning has been further clarified-just as Indra said , The target group is undergoing subtle changes and distinctions.

Leo Messi signed Pepsi to speak for the 2014 World Cup in Brazil, 1.5 million euros, which is now the highest price of Pepsi.

Second, vertical comparison.

As of now, Lu Ke has signed six endorsements one after another. The most expensive ones are undoubtedly Andema and Mercedes-Benz. The cost of each year is five million US dollars, but the signing period is different. But even Under Armour is currently only signed with Lu Ke for five years.

The reason is very simple. The careers of professional athletes are full of many variables. One injury can ruin everything, and football is especially prosperous; even a relatively stable quarterback position, if you want to continue your career and continue high-light performance, it is not. So easy thing.

Of course, the three veterans of the four elite quarterbacks have been in the league for more than ten years-but that's only ten years.

An Dema chose to sign with Lu Ke for five years and has already shown their determination, which means that they firmly believe that the top state of Landing can last at least five seasons-the opening game of the 2013 season, Lu Ke was injured and left At that time, the top executives of Anderma were almost scared of heart disease.

From the endorsement fee to the signing period, Andema has reached the top level in the industry. Not to mention the NFL, even in the NBA. Lifetime contracts like LeBron James are really too few and too few, and this top contract may appear within five to ten years.

What's more, this is Lu Ke's third season in the league, so the future is full of more uncertainty, and the risks are naturally greater.

After completing the two comparisons, look back at the figures Leh just reported: ten million dollars per year for ten years. The shock and magic hidden in it came out like this, possessing an irresistible charm.

Pepsi not only signed Lu Ke at a cost of 10 million yuan per year, but also gave it for a decade with a big hand, which can almost be regarded as a "pension". At the same time, Lu Ke also made a long-term guarantee for the next ten years.

Real courage!

Lu Ke blinked, and his jaw gently expressed his understanding, without much expression and words, and seemed to be savoring, "Oh, they showed their determination."

Such a response ... It's too bland indeed, and even a little shocked.

Lech raised an eyebrow. "Your reaction really makes me feel no sense of accomplishment."

Lu Ke only reacted at this moment, and he laughed directly, "No, no, I was so accidental that I didn't know how to react." Then Lu Ke turned sideways, facing Lech, and twitched slightly. Frowning, she said in surprise, "Ms. Indra really didn't give me room to refuse, right?"

"Yes, she didn't." Lech gave an affirmative answer. "I'm honestly very surprised. Although I have been in this industry for so many years, such a level of contract is still very, very rare, in the four major sports. All in the league, she showed a rare courage. "

Obviously, Indra ’s real abacus is not only a spokesperson, but more by signing Lu Ke to start Pepsi ’s plan for the next transformation of corporate image, and to further tap the market potential. The courage of contract numbers really reflects the British Della's powerful ambitions.

This is also the fundamental reason why Indra can impress Lech: not a short-term effect but a long-term plan, let Lu Ke's image and Pepsi help each other, and completely changed the weight and direction of the entire endorsement game. Even Lech, he seriously began to reconsider the matter.

A paper contract of up to 100 million US dollars, signed a third-grade quarterback, and still before the Super Bowl is coming-even if Lu Ke and Lech have already expected Indra's determination, but can still feel at this moment To the unexpected shock, far beyond the original imagination.

In comparison, Coca-Cola has indeed been in a weak position in the past decade, and the next days will be more difficult and arduous.

This is the role that a wise senior leader can play, vividly interpreting the truth that "talent is priceless".

There was a trace of admiration in Leh ’s eyes, “This will not only shake the entire league, but the other three major sports leagues will inevitably cast their sights, even in Europe, and Ms. Indra ’s courage really makes countless CEO They are all dwarfed and I must give my applause. "

Lu Ke was not calm, but was so shocked that he calmed down, because none of this had a sense of reality. Even after experiencing so many winds and waves, reality can always bring surprises again. This is also an unknown part of life, not ? He couldn't help thinking: one hundred million dollars? Are Indra kidding?

"If I really sign the contract, I may have myocardial infarction because of tax filing." Lu Ke said sincerely.

Lech could not help laughing out loud, "So, what the **** are you thinking? Accept? Or reject?"

"Leh, this is not my problem, you know, it is never." Lu Ke said frankly, "I can choose whether to pass a short pass or a long pass, or a fake fax run, but I have no way to choose endorsement Advertisement, because everyone really took out a check and invited me, what can I say? "

"Haha." Lech laughed heartily.

Lu Ke spread his hands, and his face was helpless, "This should be your decision. Last year, you told me that we should not sign a contract with Pepsi or Coca-Cola, and I said" OK "; this year, you told me that I should Della met and talked, and I said 'OK'. Now, I tell you, I had a very pleasant conversation with Indra, she is an admirable lady; As for whether I should sign a contract, Pepsi will treat my profession What is the impact of my career, this is not the part I can see, Lech, this is your job, you should give me the answer. "

Lech smiled slightly, and looked at Lu Ke seriously, "Really? One hundred million dollars, are you really willing to refuse like this?"

"God, just because I can't refuse. If it was left to me to decide, I would have been dizzy because of the string of numbers. How could I make a rational judgment and choice?" Lu Ke's exaggerated expression could finally feel the shock And unexpectedly, all emotions are revealed, "So, it is up to you to choose before I do stupid things."

Regarding image, about value, about strategy, etc., all these contents were told by Lech to Lu Ke. Lu Ke is an out-and-out layman.

Lu Ke clearly understands the truth: don't pretend to understand, otherwise you will lose yourself. Professional work should be handed over to professionals; and you can understand some fur, just to prevent yourself from being deceived, but not to let you know nothing about it, then, good things may end up messed up.

Lech expressed his understanding gently, "It's fair enough. You are responsible for impacting the champion, I am responsible for creating value, which makes us a pair of partners. Then, leave the rest to me, and I will complete the follow-up negotiations, You can relax and prepare for the next game. "

"How? Are you ready now? Defending?"

"Look, that's what I'm good at. I'm not ready yet. Let me enjoy the victory tonight. The joy of beating the Seattle Seahawks should last longer."