Chapter 70 Borrow popularity, make money

Making good use of popularity refers to seizing various opportunities, using all kinds of beneficial effects from all directions, and using them for oneself to achieve the purpose of publicizing and promoting oneself, especially being good at borrowing the prestige and status of celebrities. People always have the mentality that the living environment of celebrities is an extraordinary place, and those who are connected with celebrities must be extraordinary. Based on this kind of psychology, people chase and imitate celebrities one after another, so things that are connected with celebrities are easy to become sought-after items.

Can the President of the United States also help you sell books, clothes, bicycles, and soda?This is not a joke, as long as you plan well and use the name cleverly, you can still have the sacred crown of the President of the United States in your hands, adding explosive news to your market competition activities. A publisher in the United States had a batch of unsalable books that could not be sold for a long time, so he suddenly came up with an idea: send a book to the president and ask for opinions over and over again.The president, who was busy with government affairs, didn't want to entangle with him, so he replied: "This book is good." The publisher advertised in the name of the president, "Now the president's favorite books are for sale." sold out.Soon, the publisher had another book that could not be sold, so he sent another book to the president. The president was fooled once and wanted to ridicule him, so he said, "This book is terrible." He also advertised: "There are books that the president hates for sale." Many people rushed to buy them out of curiosity, and the books were sold out.The third time, the publisher sent the book to the president. The president accepted the lessons of the first two times and did not give any reply, but the publisher made a big fuss again: "There are books that make it difficult for the president to draw conclusions. If you want to buy them quickly. "It was snatched up again, which made the president dumbfounded, but the businessman made a fortune in the name of the president.

In 1959, the American Expo was held in Moscow. In order to enter the former Soviet market, Donald Kent, chairman of PepsiCo, came to the scene in person. Relying on his personal relationship with US Vice President Nixon at the time, he asked Nixon to "find a way" when he accompanied the Soviet leaders to visit. Give the Prime Minister of the Soviet Union a Pepsi."Nixon had greeted Khrushchev. Therefore, when Khrushchev passed by the Pepsi booth, he picked up a cup of Pepsi and tasted it, and the spotlights of all reporters were brightened.For Pepsi, this is undoubtedly a special, yet most influential advertisement.With this incident, Pepsi ahead of Coca-Cola gained a firm foothold in the Soviet market.

In 1964, Nixon lost to Kennedy in the general election. PepsiCo recognized Nixon's diplomatic ability and hired Nixon as a consultant and lawyer for PepsiCo with an annual salary of US$100,000.Nixon accepted, using his old relationship as vice president, traveling around the world, actively selling Pepsi, so that Pepsi's sales in the world soared, especially he also helped Pepsi occupy the Chinese Taiwan market. In 1987, Tianjin Bicycle Factory heard that the President of the United States and his wife were about to visit China.After investigation, the factory learned that from 1974 to 1975, when Bush was the director of the US Liaison Office in China, he and his wife Barbara often rode bicycles through the streets and alleys of Beijing.According to the photos taken by the two of them at Jinshuiqiao, Bush was riding a Phoenix men's bike, while Mrs. Bush was riding a women's bike was a Flying Pigeon made by Tianjin Bicycle Factory.So the factory boldly proposed to the relevant departments to plan an activity to donate flying pigeon bicycles to President Bush and his wife.

To this end, the workers seized the time and specially processed and assembled a green and white 83-type male car and a red-and-white transitional color 84-type female car.This kind of bike is a new breed they developed at the end of 1988. It is beautiful in shape, light in weight, and easy to ride. On the afternoon of February 25, 1989, after President Bush and his wife arrived in Beijing, in the hall on the 18th floor of the Diaoyutai State Guesthouse, Premier Li Peng and his wife presented two brightly colored lightweight flying pigeon cars as state gifts to President Bush and his wife. The couple were very happy and said repeatedly: "Great, great." The world's major news agencies and some well-known newspapers attached great importance to this news and reported it in more than a dozen languages.Xinhua News Agency also sent news and newsletters at home and abroad, so Feige bicycles became famous all over the world.

In 1984, President Reagan of the United States visited China and held a grand thank-you banquet before leaving. According to the usual practice, such a banquet is usually held in the Great Hall of the People, but the operators of the Great Wall Hotel took a fancy to this favorable business opportunity and actively sought , after many efforts, finally this world-renowned grand banquet was held in the Great Wall Hotel which just opened.This event made the Great Wall Hotel's fame spread all over the world with news reports of Reagan's activities.The manager of the public relations department of the hotel said humorously: "The Great Wall Hotel followed Reagan to every corner of the world."

There are many smart businessmen in the world who are very good at using their various social connections to promote their products.Some products have existed in obscurity for many years, and occasionally they are praised and used by celebrities once, and their value doubles, becoming famous both at home and abroad.The functions of these products existed before celebrities used them, and they were not improved when they were used by celebrities. Why is the price of the same product so different before and after this?This is because of the authority of celebrities. They advertise and publicize through celebrities, establish prestige, and improve their status.

In the minds of ordinary people, there is such a mental habit: the quality and performance of things that celebrities respect and appreciate must be excellent, and there is no need to doubt, wait, or test. At the same time, there is also a trend of imitating celebrities in society.I use what celebrities wear, and I wear what celebrities wear.The things used by celebrities can not only attract people's attention and favor, but also may cause buying fever in the society.Therefore, borrowing celebrities to become famous is a shortcut to create business opportunities.