Mining And Construction Tycoon [EN]: Chapter 132

132. Sell the Image (1)

Tae-soo stroked his chin.

“TBS Dongin Broadcasting would be excellent.”

It’s a broadcasting station whose main viewing area is Seoul and the metropolitan area, Busan, and parts of the southeastern region.

Holluck nodded.

“It’s a major broadcasting station that rivals MBS Literary Broadcasting, a national broadcast, for the number two spot.”

“Especially dominating soap operas and entertainment shows. I’m already looking forward to it.”

If they hadn’t broadcast programs criticizing President Park Jung-hwan, they might have become a national broadcasting station by now.

“Dongin Broadcasting is preparing a soap opera right now. It perfectly matches the conditions you mentioned.”

Holluck said confidently.

“It’s a saga about a man who enters the construction business for revenge and achieves success and love. What do you think?”

Park Cheol-wan clenched his fist and enthusiastically agreed.

“Construction is the way to go for men. Achieving success and love through real estate!”

Park Cheol-wan is the type to get excited at the mere mention of real estate and construction.

He’s burning with enthusiasm to watch the drama, even though it’s still in the planning stages.

‘This is a great opportunity. I was looking into broadcasting anyway to promote Taeyang Apartments.’

This isn’t just about introducing sponsors at the end of the program.

It seems like it will be more promotional than a newspaper ad.

‘This smells like money!’

Let’s grab it!

This is something we absolutely have to seize.

“Director Kim, let’s agree to sponsor that soap opera.”

The title of Director Kim came out of nowhere!

Holluck had no choice but to shed his friend’s mask and become the PR director.

“There’s one problem. It doesn’t seem like it can be solved just by us sponsoring it.”

“Problem?”

“Because of that, the production of the soap opera itself is on the verge of being canceled.”

“What’s the problem? Script? Production costs? Actors? Scheduling? Lack of production staff?”

“They say the filming location is the problem.”

It was absurd.

The reason for the cancellation of other dramas is so far removed from this problem.

“Most of the filming will be done in the studio, so why is that a problem?”

“It’s a daily soap opera, isn’t it?”

That was the unexpected problem.

Daily soap opera.

In the 70s, dramas were usually produced as daily soap operas.

In the 80s, as media was consolidated, weekend dramas, Monday-Tuesday dramas, Wednesday-Thursday dramas, and so on were divided.

“They say the existing studio itself is too small, which is a problem.”

“Hmm.”

“This soap opera aims for a lavish cast and spectacular visuals, so the scale of the production is too large to cover in their current space.”

It means that it has exceeded the size of the studio currently owned.

Holluck began to explain slowly.

“It seems difficult to handle the increasingly large programs. They seem to be looking for new studios here and there, but it doesn’t seem easy.”

“The Jungse Masscom Center is definitely small.”

Currently, TBS Dongin Broadcasting shares a building with the Jungse Ilbo [Jungse Daily Newspaper] in Seosomun-dong.

As the number of programs increases and the number of exclusive actors increases, the studio space is insufficient.

‘There were many difficulties before moving to the new Yeouido office.’

Before the new Yeouido office was built, broadcasting facilities were scattered, including the Seosomun Broadcasting Center and the Unhyeongung No. 3 Studio.

It was only with the new Yeouido office that they were able to properly equip a public hall for show programs and a drama studio.

“They say that the house of a construction company chairman must be large, spacious, and tall to look good on the screen. They need a luxurious set where they can decorate the house of the upper class in the studio and hold upper-class parties.”

Certainly, the scale of the chairman’s house is different.

The ceilings are high, and the furniture is filled with expensive items.

In addition, everything, even the props, costs money to show off the luxury.

“Also, they are worried because there are many outdoor shootings. The shooting time is short, but the travel time is long.”

Interesting.

How ambitious was the soap opera they were pushing for?

But they are struggling because of the filming location problem.

“They also need an empty lot near the filming location where they can shoot outdoors.”

“There must be plenty of empty lots in the suburbs of the metropolitan area.”

Even in Daechi-dong and Jamsil, there are undeveloped rice paddies.

“Various heavy equipment, workers, and continuous construction activity must be shown. It’s not easy to keep up with the progress of the soap opera.”

I was wondering.

But the question was resolved by Holluck’s next words.

“The construction company that was supposed to cooperate with the filming went bankrupt due to the oil shock [1970s energy crisis]. The outdoor shooting plan has been completely scrapped.”

One or two companies went bankrupt due to the oil shock.

Dongin Broadcasting is in a frenzy, but everyone else is in trouble right now.

“For that reason, the soap opera project itself is about to be canceled. That’s why it’s difficult to solve the problem even if we sponsor it.”

Tae-soo chuckled.

“It’s not a difficult problem.”

That can be solved very easily.

“All we have to do is solve the filming location.”

It’s not like there’s no script, and it’s not like there’s no production cost.

Even the actors or production staff are not lacking.

TBS Dongin Broadcasting is famous for its strong solidarity among the cast members because of its support and good treatment of exclusive actors.

Thanks to that, they were making great strides in soap operas.

“The scariest thing is money, and everything else is a secondary problem.”

Usually, the biggest problem is money.

With money, most problems are solved.

In some way.

“But we have money, empty lots, equipment, and people.”

Tae-soo points to one side of the apartment construction drawing he was looking at.

“I’ll empty this place.”

It is the farthest place from where Taeyang Apartment Complex 1 will be located.

“We’ve suddenly changed the construction plan this time. Only 12 buildings will be built in a place where a total of 58 buildings should be built. So there is a lot of empty land at our construction site.”

To pressure Han Cheong-ho.

To make the wedding a mess.

Unlike the beginning, the timing of the sale was accelerated.

The decision to build only some apartments was inevitably painful, but it seems to have turned out to be a blessing in disguise.

“We can shoot outdoors in the empty lot at our apartment construction site.”

It is an apartment site of 85,000 pyeong [approximately 68 acres].

“Since heavy equipment, materials, and workers are always present at the apartment construction site, filming will be easy.”

Not only that.

“Let’s build and provide a temporary studio.”

“Yes?”

Holluck opened his mouth wide.

“You’re going to build us a studio?”

“Not a studio, but a temporary studio. The kind that broadcasting stations often build and tear down. I mean the set.”

“Why? Are you willing to take such a hit for just one drama?”

For the sake of Dongin Broadcasting?

“Don’t be silly. I’m not a pushover. I’m going to build it because it’s killing two birds with one stone.”

“……?”

Tae-soo smiled.

“I was going to build a model house anyway. If we provide that as a temporary studio, that’s it.”

“……!”

“There is no better apartment sales promotion strategy. If we can create more promotional effects than building a temporary studio, we should be willing to invest that much.”

Park Cheol-wan was more surprised than Holluck and jumped up from his seat.

“Model house?”

His eyes are so bright that they are sparkling.

He grabs Tae-soo’s hands and asks urgently.

“Please give me a detailed explanation.”

Seeing Park Cheol-wan’s reaction, Tae-soo suddenly realized.

‘Ah, that’s right. The strategy of selling apartments using model houses will become popular in the 80s.’

Not only Park Cheol-wan.

Holluck, who made an appointment for a meeting with the soap opera planning and production team, is also showing interest.

Tae-soo said.

“A model house is, in short, a sample house.”

Tae-soo opens the apartment construction drawing.

He found a completed building perspective.

“Let’s imagine showing the expected drawing as an actual house. What would people think if they saw a sample house that is exactly the same as the apartment structure?”

Park Cheol-wan stutters and answers.

“You can visualize the interior of the apartment more realistically.”

“How to decorate the living room, what furniture to put in this size, and who will use this room.”

“Seeing is believing.”

“Then let’s think about what would happen if we put out a sample house before selling the apartment when the apartment is not fully built.”

“……!”

“Seeing is wanting. It will be a very good sales promotion strategy.”

Park Cheol-wan’s expression brightens.

Holluck is the same.

Holluck was so impressed that he forgot that Tae-soo was the chairman and exclaimed without realizing it.

“Tae-soo, you’re really amazing……!”

It doesn’t end here.

“Let’s go one step further.”

That’s not enough.

“Instead of putting the model house out as a barren space, we put in the furniture used by the upper-class chairman, lay out luxurious curtains and carpets, and fill it with expensive kitchen appliances and kitchen furniture.”

They look at the model house, anticipate the completed apartment, and decide to purchase it.

Of course, how beautifully the model house is decorated is directly related to the sale of the apartment.

This is the core of the promotion strategy.

“It’s a strategy to sell the chairman’s house.”

It is naturally imagined.

Holluck was horrified.

“Let’s promote our Taeyang Apartment as the chairman’s house.”

Tae-soo said with a smile.

“We have to sell the image. After all, the best brand is selling a high-end image.”

Not all apartments are the same.

A luxury brand apartment will be sold at a price several times higher than a regular Jugong apartment [government-subsidized housing complex].

“How many people can actually visit the chairman’s house in reality? Everyone is curious about other people’s families.”

Why do you have a housewarming party?

Why do you watch dramas?

“I’m going to open the model house for free and make it public to people.”

Park Cheol-wan clenches his fist and is so excited that he doesn’t know what to do.

“That’s great.”

“There are people everywhere who want to see the chairman’s house in person.”

“If it’s free, people will flock to it like clouds and form a long line. As the chairman said, it’s great for promotional effects.”

Tae-soo nodded.

“Add a drama to that.”

Dramas are a very effective promotional tool.

“The chairman’s house in the drama that you watch every day. It exists in reality, and I can even buy it.”

Dramas don’t sell things.

Dramas sell images.

It makes money by selling stories that don’t exist in reality.

“It’s about targeting the hearts of the middle class with sufficient purchasing power.”

That’s why Tae-soo is trying to put the image of the drama on Taeyang Apartment.

“The middle class has plenty of economic power. They are also highly educated and value face. To capture them, you have to provide what they want. That’s romance! Yearning for the upper class!”

What the middle class wants is the life of the upper class.

Tae-soo said without a break.

“In the era of the Industrial Revolution, those with economic power comparable to the upper class emerged.”

“…….”

“They also introduced tea time to follow the upper class. The reason is simple. It’s because of the desire to enjoy the life of the upper class.”

“…….”

“Instead of black tea imported from India and the Orient, coffee appeared this time. What did the working class do when they saw the middle class drinking coffee?”

Park Cheol-wan replied.

“They started drinking water with burnt bread.”

Tae-soo snapped his fingers.

“They drank black water even while burning bread. There is only one reason. It’s to fulfill the desire to enjoy the life of the upper class. Do you think apartments are any different?”

Everyone is lost in thought.

“Everyone knows that people are viewing the sale of our Taeyang Apartment with skepticism, right?”

Who doesn’t know that?

Most people’s reactions are curiosity.

However, there were many cases where the purchase was cold.

-There’s no place to bury kimchi pots!

-Is a house without a yard a house?

-No matter how much you insist that it’s a luxury house, it’s still a chicken coop!

“The reason why there is so much interest in Taeyang Apartment right now is because a new concept apartment has appeared. It is difficult to mistake that interest for the popularity of our Taeyang Apartment sale.”

That’s why Jang Jun-yong came to stop me, worried.

People recognize apartments as a housing alternative for the poor.

Tae-soo says firmly.

“It takes a lot of effort to change people’s perceptions. More effective means, more efficient promotion, more reliable new impact!”

Tae-soo makes eye contact with Holluck and Park Cheol-wan.

“For that, image transformation is essential. We have to encourage people’s romance, make them dream of the life of the upper class, and make them want to buy it. That’s how the best brand apartment is born.”

In his previous life, Cheongil acquired the image of a luxury brand apartment with Cheongil Apartment in Daechi-dong.

After that, no company could stop Cheongil’s dominance in apartment construction.

“There is nothing more scary than an image that has been properly established once. How much better is a luxury item if the quality is good, and how many more ‘0’s are attached to the item?”

Tae-soo said.

“It is natural for good things to be sold at good prices. But we must think about the fact that luxury goods are sold at a price higher than the quality. Creating a luxury brand is such an important task.”

We will make Taeyang Apartment the best luxury apartment brand in Korea.

“Therefore, everyone should keep in mind that model houses and daily soap operas must be carried out with the best strategy.”

Holluck couldn’t stand it and jumped up.

“We will do our best to further enhance the image of our Taeyang Apartment through this daily soap opera.”

“Very good.”

Tae-soo smiles and taps the expected drawing of the completed apartment with his finger.

“Director Kim, come with me to the meeting with the broadcasting station officials tomorrow.”