Golden Print [EN]: Chapter 286

Selling big building projects costs construction companies a lot of money. The amount changes depending on the project, but it’s often very, very high.

This is especially true when the total cost to build something is incredibly huge, like trillions of won.

Spending billions of won on marketing is normal. Some projects even use up tens of billions.

They hire famous actors, make fancy ads, and show them everywhere on TV and online. It’s easy to see how hundreds of millions of won can disappear quickly.

Therefore, WJ Studio and Dajin Construction had set aside a considerable amount for marketing expenses in advance.

Initially, the marketing plan for was no different from the marketing strategies of other construction companies.

But now, with the marketing direction completely changed…

The marketing team was worried for slightly different reasons, as the marketing budget had been drastically reduced.

“By the way, CEO.”

“Yes?”

“Do you… do you really think this marketing will be enough? Just this?”

Woo-jin smiled and replied to the marketing team leader’s anxious question.

“Well, I don’t know either.” But he didn’t let his uncertainty show in his voice.

“Pardon?”

“I’m pushing it forward because I think it will work, but we’ll only know the results when they come out.”

Now that the new plan was set, the marketing money for was less than half of what they first thought they would need.

Creating advertising materials or hiring top-tier actress Su-ha cost significantly more than usual, but conversely, no money was spent on media exposure, which typically requires the largest portion of the marketing budget.

So, the marketing team leader was anxious.

Is this really okay?

“If the results aren’t as good as we expect…”

Ji Yong-hyun, the marketing team leader, sounded worried, not calm like Woo-jin.

Woo-jin reassured him once again.

“Don’t worry, Team Leader.”

Woo-jin continued, looking at the calendar.

“The building site isn’t ready yet, is it?”

“Leeway?”

“It will take a few more months to demolish and clear some of the villas.”

“Ah…”

“We can watch the reactions during that time, and if it doesn’t seem to be working, we can start media exposure then. Don’t worry too much.”

“I’m relieved to hear you say that.”

The reason construction companies do pre-sales is ultimately to cover construction costs.

They typically receive a down payment, usually 10 percent of the total sale price, and then build the structure by receiving 10 percent installments of the balance every quarter.

So, the Cheongdam Arco site, still undergoing demolition, had some time.

They only need money when the building really starts to go up.

Dajin Construction was both the builder and the landowner, which also contributed to greater flexibility in financial costs.

‘This new plan must work. We really don’t want to go back to old-style TV ads later,’ he thought.

After Ji Yong-hyun finished his marketing report and left the CEO’s office, Woo-jin swiveled his chair and leaned back deeply.

Today, exactly three days after the marketing began…

Woo-jin was starting to feel a little impatient, though not as worried as Ji Yong-hyun. He took a deep breath and told himself to be patient.

‘It will take time for people to show interest, like fish taking the bait,’ Woo-jin thought. ‘I need to wait at least a month.’

In any case, the brand’s promotional gallery, currently under construction, wouldn’t be open for a full month.

Before the gallery opens, even if people are interested, they can only talk to someone and get basic information.

‘This new way of marketing will definitely work,’ he thought. ‘And I already have people who said they are interested in buying, thanks to my contacts. They might buy one-fifth of all the apartments!’

But just as Woo-jin was thinking that…

Bling-bling-!

Woo-jin’s office phone suddenly started ringing loudly.

The call to the CEO’s office was from the planning team leader, who managed the overall project.

And because his story was quite important, he was called back to the CEO’s office after the call ended.

“So… you’re saying you received calls asking if you could send more brochures?”

“Yes, CEO.”

“Where did the calls come from?”

“It’s not just one or two places.”

“Oh?”

“We’ve received calls from almost all the locations we supplied brochures to.”

“Oh…?”

After moving its headquarters to WJ Tower, WJ Studio divided all departments, such as CS (Customer Service), marketing, and planning, which were originally operated in one room, into individual departments.

Because of this new office setup, questions about the brochure reached Woo-jin before Ji Yong-hyun, the marketing team leader.

“If we were to supply all the requested brochures additionally… how many more copies would we need in total?”

“Since we have about 400 copies left, I think we’ll need about 500 more copies.”

“You’re saying that considering we need to keep some in reserve, right?”

“That’s right. We need to have at least 200-300 copies so that we can give one to each customer who comes for individual consultations after the model house opens.”

“Hmm. Additional printing… So each store requested 2-3 additional copies?”

“That’s right, CEO. Some places are asking for as many as possible.”

“Why?”

“Some customers are really insisting, saying they absolutely must have a brochure.”

“Hmm…”

“Should we place an additional order, CEO?”

Woo-jin was silent for a moment at the planning team leader’s question.

This situation was something he hadn’t anticipated.

‘I thought they would inquire about our company after seeing the brochure…’

He thought customers’ minds would flow with the idea that they were curious about Cheongdam Arco contained in the brochure and wanted to have it.

But before that, inquiries about the brochure came in first.

‘What would be the best way to respond?’

A slight smile appeared on Woo-jin’s lips.

He hadn’t anticipated it, but regardless, this was also a good thing.

Wanting the brochure ultimately meant they liked Cheongdam Arco contained within it.

The fact that there were many such people was a green light for sales.

So, Woo-jin thought quickly and found an answer.

“If we send just one additional copy to each requesting store, how many copies would we need in total?”

“Probably about one hundred and fifty copies, CEO.”

“Then, without additional printing, we can have about 250 copies in reserve, right?”

“That’s right.”

Woo-jin wanted everything about to feel special and valuable.

The brochure was made very carefully, like a piece of art.

So, it should also feel rare and hard to get.

“Then, let’s provide it that way without additional printing.”

“Huh, it wouldn’t cost much to print more anyway, would it?”

Woo-jin replied concisely to the planning team leader, who asked with a puzzled expression.

“It’s not about the cost.”

“Then…”

“I want all brochures coming out under the brand to be limited editions.”

“……!”

The planning team leader was momentarily speechless at Woo-jin’s unexpected words.

Woo-jin opened his mouth again towards him.

“Please tell them this politely to the stores.”

“Yes?”

“Please tell them that the Arco brochure is a special, limited edition. We only printed one thousand, so we can’t give out any more.”

“Ah, I understand.”

“And if there are customers who want the booklet, please tell them to contact our CS team.”

“Yes, CEO!”

As the planning team leader left the CEO’s office, Woo-jin picked up the receiver in the CEO’s office this time.

Next, he called the team leader’s office of the marketing team, who had visited the CEO’s office a little while ago.

“Team Leader.”

[Yes, CEO!]

“Shall we release a small article or two?”

One day in August, when the heat wave was at its peak…

For the first time, articles about the secret brand appeared online.

‘Interesting.’

Of course, articles weren’t pouring out on a large scale.

Woo-jin didn’t expect any promotional effect from this article.

However, Woo-jin’s purpose was this.

[Team Leader, what would you do first if you were curious about in this brochure?]

[Hmm, I’d probably search for it on the internet, right?]

[That’s exactly it.]

[Yes?]

[I mean, when you search for it on the internet, I want something to come up about what it is.]

Woo-jin didn’t do any interviews with reporters.

He had only sent a few brochures to some reporters who were usually friendly and favorable to WJ Studio.

[Mr. Kim, you can’t give this away or sell it anywhere, okay?]

[Haha, where would I sell this? But does it contain any important confidential information?]

[It’s not that, but we also have a limited edition brochure that we’re short on right now.]

[Limited edition… brochure?]

[So please keep it well, reporter. Haha, if you give it away, I can’t get any more copies now.]

So, the content included in the articles was also different.

Woo-jin let the reporters decide what to write in their articles.

[You’re just telling me to write an article on my own?]

[Yes, reporter.]

[What if I upload a negative article?]

[I believe that Mr. Kim… wouldn’t do that. Hehe.]

A brochure that’s impossible to get, even if you want one.

And a fancy house that’s impossible to buy, even if you have the money.

Some of the VIP customers who wanted the booklet will surely search for on the internet.

Then, when people search online, they will find the website that WJ Studio made before.

The website is simple.

The website showed pictures of what would look like when built. These pictures were carefully chosen and looked like art in a gallery. The website itself was modern and simple.

Besides the pictures, the website only had two things: the story of Seo Woo-jin, the designer of , and a short history of the brand.

‘If they see that, they’ll have no choice but to call our customer center.’

Woo-jin smiled, happy as he imagined how everything would unfold.

Woo-jin felt like a fisherman waiting for a bite, full of hope and excitement.

‘I hope I start getting calls from next week…’

But Woo-jin’s prediction was completely wrong.

On the very day the article was uploaded…

“Yes, this is WJ Studio.”

[Hello, I’m calling because I’m curious about the brand .]

“Ah, welcome, customer.”

[Is that Arco town house the brand of WJ Studio here?]

Inquiries began to come to WJ Studio’s CS center one by one.