A case study of public relations: how French brandy opens the door to the United States

A case study of brandy entering the American market: Brandy entering the American market is a wonderful public relations game:197510/0/0/0/4. Washington, D.C. is the 67th birthday of American President Eisenhower. The streets of Washington are covered with colorful flags and eye-catching slogans. People crowded around the White House, and the streets of Washington were empty, waiting for a moment. People have been waiting for this moment for a long time. According to American temper, citizens who love freedom and democracy disdain to join in the fun for the president's birthday. President or Secretary of State, you celebrate your birthday. What does this have to do with my uncle Sam? But on this day, Americans seem to be extremely enthusiastic and excited. What happened? A month ago, the French widely publicized it in various media. In order to thank the American troops for their kindness to the French people in World War II, and to show the eternal friendship between the French and American people, the French decided to present President Eisenhower with two barrels of French brandy brewed for 67 years on his 67th birthday. These two barrels of the best brandy will be transported by special plane, and a grand wine presentation ceremony will be held on the president's birthday to show the world the friendship between the French people and the American people. French brandy? ! Americans seem to have thought of it at once. Isn't that the world-famous good wine? Why didn't we remember to taste it before? For a time, the history, anecdotes and anecdotes of brandy appeared in various media. The long-awaited moment has finally arrived. At 0: 00 a.m./kloc-0: 00 a.m., four handsome French youths, dressed in white palace guards' dresses, entered the White House Square in an elegant carriage of medieval France. The wine barrels carefully designed by French artists are antique and seem to emit bursts of wine fragrance. The audience is boiling. When four waiters walked to the White House with buckets, the Americans sang "La Marseillaise", with thunderous cheers and applause. People are immersed in an atmosphere of joy. All major news organizations sent reporters without exception. Reports, pictures and videos about the wine ceremony flooded the major media in the United States that day. Singing the friendship between France and the United States with brandy has narrowed the emotional distance between brandy and the American public. This is a very successful public relations activity organized by French brandy manufacturers. Directly cleared the way for brandy to enter the American market. Shortly after the wine presentation ceremony, brandy, which has always been ignored by Americans, quickly became a hot commodity in the market. Under the background that everyone is proud of drinking French brandy, French brandy has become a popular product in short supply. "The smell of wine is also afraid of the depth of the alley", which has long been the common sense of people in the era of commodity economy. Any manufacturer, afraid that their products are "hidden in the boudoir", is sparing no effort to promote their products. However, with the popularity of public relations and marketing art today, the "melon-selling old woman" promotion method has faced the fate of being eliminated. Say a thousand things, what to sell, and what to shout at the end. How can you shout out your own products, but also cause customers to ignore or even contradict and dislike them? Or, what can we do to make customers open their wallets willingly and still smile after buying them? There are many commendable aspects for brandy to enter the American market. First, choose a clever public relations entry point. The success of brandy lies in its clever choice of the emotional bond of French-American friendship. Americans made great contributions to the anti-fascist war in World War II, especially the landing in Normandy, which directly liberated France and reversed the war situation. France chose the hero of World War II and the symbol of Americans, that is, the president, as the object of expressing friendship and gratitude, which satisfied the savior psychology of Americans, skillfully displayed the products while praising the United States, and at the same time improved the status of the products (ambassadors of friendship) and made Americans accept brandy emotionally. Secondly, carefully design the image of the gift. He Jiu, the same age as Eisenhower, asked French artists to carefully design the shape of wine vessels and the image of waiters. Transport brandy by special plane; Carefully design the whole process of wine giving ceremony. Thirdly, based on the friendship between France and the United States in advance, the news media are used to render and "create" materials for news, so that the publicity activities have high credibility and low cost. (Case source: edited by Kui Jun, PR Classic 100, Guangzhou Publishing House, 1998). ) think, discuss and train 1. Please point out what kind of special event this activity belongs to? 2. What are the characteristics of this special event? 3. What are the preparations for this activity? Please point out where the creativity of this public relations planning is embodied. Best answer ● Please indicate what kind of public relations special event this activity belongs to? A: News-making activities. What are the characteristics of this special event? A: The characteristic is to grasp "novelty, strangeness and peculiarity". ● What are the preparations for this activity? A: Warm up the news first, and then do a good job. ● Please point out where the creativity of this public relations planning is reflected? A: Creativity is to link the promotion activities of enterprise products with the birthday of the President of the United States and create a sensational effect.