Top of the Great Era

Chapter 1320 Billboard

Manchester United came to Japan to participate in the Club World Cup and had to play two games, one in the semi-finals and one in the final.

The semi-finals have been played, and they defeated the local team Gamba Osaka 5:3.

Then, there was a lot of conflict.

The conflicting parties are David Gill and San Dezi.

It is not easy for Manchester United to come to Asia once. Now that they are here, they must arrange some business activities to harvest a wave locally.San Dezi is now in charge of external business, and his ability is really good. He quickly contacted three sponsors, Honda Motor, Yanmar agricultural vehicles and Manda, a nutritional supplement product.

This is all small-to-small cooperation, mainly to bring a few players over and make a public appearance to show the cooperation between the two parties.Products from these three brands can then be displayed on billboards inside Old Trafford in the future.

These three contracts can bring Manchester United £260 million in sponsorship income per year.

However, business activities are a double-edged sword.

It is true to make money, but this will distract the players and affect the players' game state.

Especially right now is the Club World Cup final!

This is the first time for Manchester United to participate in the Club World Cup. What if they lose in an upset?Is the championship important, or is it important to make money?

Ferguson was furious.

David Gill came forward to find the theory of San Dezi.

Zhou Buqi had no choice but to go to the hotel where Manchester United stayed and criticized San Dezi, "I have repeatedly emphasized that competition should be given priority, and competition should be given priority! The prerequisite for developing the business market is to ensure a competitive advantage."

San Dezi is still not convinced, "I have prepared very well, the signing event is in this hotel, the players get dressed, shake hands with the sponsors, take a photo in front of the reporter, and the event is over .Three activities, just one hour before and after. Ferguson is just taking advantage of it."

"Excuse me?"

"In the previous Premier League games, Manchester United and Tottenham drew. This long-distance flight to Japan to play the Club World Cup, the team is definitely not in good condition. This is a problem with his management of the team, and has nothing to do with my arrangements. .”

"If the state is not good, it is more important to focus on competition."

Zhou Buqi was a little helpless.

It can also be seen from this incident that San Dezi is a capable person in business, but he must use it properly.Once handled well, he can cause damage to the team's competition.

However, one cannot criticize him too much.

The sponsorship contract signed is to make money for the club, not into his own pocket.From a rational point of view, he didn't do too much. The three business activities only took one hour before and after, and they were still in the hotel, which was extremely simple.

"Ferguson is the soul of this team. He has served the team for decades, and we must give him full respect." Zhou Buqi thought of something, and suddenly asked, "By the way, what is Ferguson's salary?"

"About £400 million including bonuses."

"A little less?"

"Well, it's about half of Mourinho's, less than Wenger and Benitez."

"Give it a raise."

"what?"

San Dezi felt that the young boss's thinking was too jumpy.

Zhou Buqi said: "The method of fixed salary has too many disadvantages. For a dynamic industry, it must be the method of basic salary plus commission."

San Dezi said: "His basic salary is 360 million pounds, and the bonus will be linked to the team's performance."

Zhou Buqi glanced at him, "It can be divided into peripheral parts."

"Ok?"

"The coaches of the Premier League team are patriarchal, just like the producers of movies. In addition to the basic salary, the big producers in Hollywood can also get a share of the box office, which is equivalent to the bonus in football. .However, the film also has peripheral and derivative income. Big producers can also get a share from the peripherals.”

"You mean..."

San Dezi suddenly realized and was a little surprised. This is to give up a part of the income from business activities to Ferguson?If there is such a clause in his contract, Ferguson will have to find a way to balance the relationship between sports and business.

This young boss is really unusual, and he has learned by analogy... This is a completely different development path from the current football world.

Zhou Buqi said indifferently: "Manchester United must reform and not focus too much on sports, because the club needs to grow and develop. It also cannot focus too much on business, because the team wants to win the championship. We must do this well. For Ferguson, His biggest pursuit is the championship. This is destined to cause him to become the resistance of Manchester United's reform."

If you want to promote reform, you must either make a big move and kill people; or you must promise benefits, and everyone will work together for mutual benefit and win-win results.

Ferguson is the soul of Manchester United, and he must not move.

Then we can only find a way to pull him over, let him support reforms, and support Manchester United's commercial development.

San Dezi felt that this idea was too correct, and asked, "How should I do it?"

Zhou Buqi asked, "How much can you get for this kind of billboard sponsorship?"

San Dezi said: "The most important sponsors are definitely jersey sponsorship and jersey naming. The stadium billboards are marginal sponsors, and the current income is barely over 1000 million pounds."

"How much room to grow?"

"The first is to add more billboards, and the second is to increase billboard fees. If there is no resistance, I think we can achieve 3 million pounds in revenue within three years."

"not enough!"

Zhou Buqi shook his head.

In terms of club operations, San Dezi is definitely a business prodigy, who brought Manchester United to a new height in his previous life.However, in terms of understanding of business alone, San Dezi is still far behind Boss Zhou.

San Dezi felt guilty, "Isn't it enough to double the performance in three years?"

Zhou Buqi smiled, "Let me give you an example. It's an Internet project I made called Friends.com. Traditional websites use page advertisements, with one advertisement for each hole, and the space is very limited. Friends.com invented We have created a new advertising model, called information flow advertising, which is not fixed advertising."

"Rolling ads?"

"Yes, that's what it means. The structure of Old Trafford is too old. The overhaul is more complicated, but some individual modernization is still necessary, such as LED electronic billboards."

"Uh……"

San Dezi suddenly realized.

The concept was no stranger to him.

Now, the billboards of many stadiums in the world of football have undergone transformation, from a single static billboard with traditional content in the past to LED electronic billboards one after another.

However, the rollout has been slow.

Mainly lack of money.

Each LED electronic billboard is equivalent to a huge LED LCD display, and the price is very expensive.For example, there are currently 35 stadium billboards in Old Trafford, all of which have been modernized, and the total investment may reach 500 million to 600 million pounds.

It was impossible for such a large amount of money to be spent indiscriminately when the Glazer family was in power in the past.

Now only the four most important billboards in the north and south stands of Old Trafford are electronic, and the other billboards are still the most traditional static billboards for decades.

San Dezi had a quick mind and immediately understood what Boss Zhou meant.

Zhou Buqi asked him: "Do you understand the Internet?"

San Dezi shook his head, "Not many."

Zhou Buqi said: "Go back to Huaxia with me, and I will introduce you to a company called Focus Media. You go to study and investigate for a while."

"Oh."

San Dezi seemed a little disapproving.

Zhou Bu said coldly: "You have worked on Wall Street, haven't you heard of Focus Media?"

"Feel sorry."

San Dezi also felt that his attitude was wrong, so he quickly bowed his head and gave in.

Zhou Buqi said: "Focus Media has created a unique media model in the world. They mainly do elevator advertisements. In the past, they used traditional static advertisements with limited positions and advertising spaces. This led to even their They can attract many sponsors, but they don’t have enough advertising space to spread out. The constraints of hardware facilities make it difficult for them to make a qualitative leap in their income.”

San Dezi's complexion changed slightly, and he finally realized the business opportunities here, "So they have all replaced with LED electronic billboards now?"

Zhou Buqi nodded, "Yes, electronic billboards. Although the cost is high, the rate of return is also greatly increased. Static billboards can only be placed there quietly, but electronic billboards can be displayed at the same time. , scrolling and playing many ads. Subsequent costs are greatly reduced.”

Static billboards need to be customized, design, painting, production, transportation, installation, etc., cost a lot.Once the advertising contract is terminated, the billboard will be abandoned, causing waste.

Electronic billboards are different, all advertisements are broadcast through the display screen.When the advertisement is terminated, it will stop broadcasting, and no other additional expenses will be incurred.

Zhou Buqi went on to say: "Static billboards, one advertising space can only have one advertisement. Electronic billboards, one advertising space can have countless advertisements. You can charge according to the number of times and display time of the advertisement. This can ensure that Manchester United There is no upper limit for the number of sponsors, and you can receive as many sponsorship ads as there are sponsorship ads, unlike before, there is no limit on the number of caps."

San Dezi smiled, "That's not enough, there must be a price standard, if the sponsorship fee is too low, there is no need..."

"No!" Zhou Buqi interrupted him, "This is still a traditional way of advertising. Go to our company to study and investigate later, and understand the Internet model. Under the new thinking, even if there is a sponsor who contributes 1 Pound sterling, we also accept such a contract!"

"what?"

San Dezi was stunned for a long while, unable to figure it out.

Zhou Buqi said: "PPC, do you understand?"

San Dezi frowned, "What do you mean?"

Zhou Buqi said: "The price of the advertisement is completely determined by the sponsor itself, and we will not interfere. After the advertising contract is obtained, all the advertisements will be arranged according to the level of the sponsorship fee. The higher the sponsorship fee, the more frequent the advertisement will be. appear on billboards. If the price is too low, it may never get a chance to be displayed."

San Dezi suddenly realized, "The decision is made by the market mechanism."

Zhou Buqi said: "As I said, the advertising model can be charged according to the number of impressions. If there is no display, there will be no charge. If the sponsor of a certain advertisement has a limited budget, after it is displayed enough times, it will be ranked according to the bidding price, and the next one will be ranked." Sponsors can take over. It can even be more detailed. For example, for strong dialogues such as Manchester United vs. Liverpool, Manchester United vs. Arsenal, the advertising costs should be higher. If it is the FA Cup or League Cup, the advertising costs will naturally decline."

"Um……"

San Dezi remained silent.

He can understand that the more detailed and thoughtful, the better the customer experience, the more recognized by the market, and the more money he can make.

However, this also brings operational complexity.

Just like the process that the big boss just said... This is too troublesome!
All kinds of advertisements are charged, there is also a bidding ranking, and even different advertising fees are given for different competitions.

This needs to create a system!

In the past, the football model was simple, just wait to collect the money after signing the contract, how good is this?As far as this group of people in football is concerned, if they are asked to do such a complicated business, they are not at this level!
(End of this chapter)