Unscramble the commercial code behind "the distinguished guest"
In the early stage of program creation, the creative team grasped the precise positioning, aimed at the audience mainly with new wealth and Zhiyuan Xin, and focused on many in-depth industry topics. Benchmark figures+business stories are the basic criteria for selecting guests for "Guests Come", and they are also the inevitable choice for the program to broadcast on the First Financial Channel, matching the platform tonality and communication value positioning.
The guests invited by "Guests Come" are outstanding achievers in the development of their respective industries, including Jiang Nanchun, founder and chairman of Focus Media, Wu, a famous diver and Olympic hardware winner, Zou Shiming, CEO of Matrix Sports, "World Champion", Ran Yingying, Chairman of the World Boxing Council for Greater China, founder of Strange Art, sculptor Qu Guangci, and famous photographer Er Dongqiang. Xu, winner of 20 12 Miss Universe in China, founder of "Social Creation School" in Shanghai Jiaotong University, Luo Zilin, winner of 2010/Miss Universe in China, founder and chief artistic officer of dancing deer model training, designer Guo Pei, founder and chief researcher of the Rich List, founding partner of investment, and Chinese mainland male singer.
These twelve groups of "guests" span different industries and age groups, presenting the celebrity style of contemporary industry leaders from the perspectives of business, culture, art and public welfare, and telling their unique life stories, business wisdom and experiences. Every program exchange is full of mellow years, showing the close relationship between individuals and the times, from which we can see the initial persistence, realize the significance of struggle, and bring new enlightenment and gains to new wealth and wisdom people.
The program creation presents three "hard core" contents.
"Guests Come" interviews people, but the connotation of the program has gone beyond the basic logical framework of a character interview program, and it has a deeper insight into the industry and society.
Through the self-iteration of "Guest", the program presents the great changes in the commercial society, focuses on the development pulse of many industries, and shows a marching China. For example, in an interview with Jiang Nanchun, the founder of Focus Media, the creative team defined the theme of this program with "a sense of security for the old and a sense of new life". On the one hand, through the dialogue with the guests, this paper reviews the transformation of the business model of elevator advertising media in China, on the other hand, it focuses on the challenges and countermeasures faced by head enterprises in 2020, and embarks on a new direction of entrepreneurship from the perspective of keeping pace with the times.
At the same time, "Guests Come" excavated many first-hand stories, making the program "meaningful", which not only enriched the characters, but also conveyed a strong personality charm. Although the conception pattern of the program "Guests Come" is relatively macro, and many in-depth topics are discussed, there is no lack of high-end interview temperament, but the content adheres to the true nature of grounding gas, digs out the real things around the characters, enriches the three-dimensional image of "guests" and conveys an ordinary human nature. For example, the story behind Jiang Nanchun's first "live broadcast with goods" was excavated. For another example, when Wu filmed a video for the first time, he first told his unique experience as a creator of new media content.
This program is also a brand-new original program with industry leaders as the interview core, focusing on the recovery trend of many industries, and helping the national economic development and social positive energy transmission after the COVID-19 epidemic in 2020. Different from other financial interviews, "Guests Come" has been intensively cultivated under the premise of meeting the background of the times, which has opened up a deep insight into many industries in the post-epidemic era, and has excavated profound communication connotations from the initial intention of starting a business, the cognition of the whole industry after the epidemic, and the attitude of starting again, which has a more positive guiding significance for the audience and society.
"Ingenuity" creates a new benchmark for programs
Compared with previous financial talk shows, "Guests Come" is somewhat different in presentation. In the past, many financial talk shows invited guests from professional fields to build their influence and authority through the confrontation of words and the collision of opinions. Although the program is very deep, the atmosphere is quite serious. The program "Guests Come" completely abandons the creative logic of the old talk show, breaks the usual presentation mode of the same type of programs and adopts a brand-new attempt.
Try "external mining". At the beginning of the program, an invited link was designed to show the real state of the guests in different environments and scenes. Entering a guest is to enter a familiar environment and show more about the origin of a "guest's work or life."
Try the collocation logic of "one man and one woman" two visitors. The two guests in the program are Ma Hongman, a famous doctor of economics, and Ye Liu, a professional intellectual host. Dr. Ma Hongman studies commercial Vientiane and has a better understanding of macroeconomics. He has hosted important meetings such as Boao Forum for Asia and Lujiazui Financial Forum. During the interview, he will throw some questions from a business perspective from time to time, comment on the views of the guests, and promote the topic to develop in depth; As the hostess, Ye Liu will throw more questions from the guests' own entrepreneurial factors and emotional factors. The tacit cooperation between the two hosts makes the program exude magical charm.
Try to further broaden the choice perspective of guests. "Guests Come" broke through the choice of economic experts and pure entrepreneurs invited by previous financial programs, and invited some guests in the humanities field, such as artists and musicians, but the program still guided interviews from the perspective of business and economic topics, such as inviting the famous musician Duke Xueye to talk about the decline of the current record industry and the balance between personal business success and artistic achievements.
The creative team of the program tries to break the fixed scene of a single studio interview and flexibly choose multiple locations to communicate with different "guests". For example, they interviewed Mr. and Mrs. Wu in the famous yacht club on the Huangpu River, Jiang Nanchun in the Shanghai Center, which represents Shanghai's "height", and Zou Shiming, its founder, in the boxing hall. The idea of "drinking and eating vegetables" has become the "regulator" of the program atmosphere, evoking the sound with taste memory and making the communication between guests easier. Every guest interview starts with a dish, such as "Champion Ice Powder" selected by Zou Shiming and fried pork chop selected by Li Quan. The program group carefully selects a dish closely related to its life experience, naturally connects the past experiences of the guests, and then introduces their personal growth and entrepreneurial stories.
The Perfect Combination of Program Value and Brand Spirit
On June 24th, 2020, "Here comes the distinguished guest" landed in the prime file of the First Financial Channel, and immediately launched the powerful communication momentum of the combination of network and Taiwan. The program is broadcast simultaneously on CBN channel, CBN APP, Tencent video, Shanghai Airlines Media and other platforms. At the same time, with the help of new media such as Weibo platform, the intimate interaction between the guests and the audience was realized, and the reputation and influence of a brand-new original talk show were initially established.
With the increasing popularity of each program, the creative team of "Guests Come" made full use of a large amount of material retained after the program was recorded, and completed the short video edited from some original content. With the help of the new media platform, the long tail value of the program is further extended, which helps the program to achieve continuous attention and topic fermentation on multiple platforms.
From the depth of content, the breadth of communication and the popularity of the topic, the guests came and realized the "expectation" of the creation of an original financial talk show. The program is based on the spirit of inheriting the times possessed by the general title of the program, Shanghai Guijiu brand, and on the basis of ensuring the quality of the content, it constantly excavates the communication value of brand marketing. For example, according to the content characteristics of each program, different copywriting designs are carried out on the oral broadcast to realize the multi-dimensional exposure of the brand and ensure the perfect connection between the brand spirit of Shanghai Guijiu and the new intelligent audience groups that the program adapts to.
It is reported that the creative team is intensively exploring the depth of the topic, making the scene expression younger and forcing more contemporary "guests" to enter the program. Innovation, never stop; The future is beautiful.