[新聞] 吳欣盈甩「女人戰爭」閃電敲定贊助桃猿
吳欣盈甩「女人戰爭」,閃電敲定贊助桃猿隊
新光「土虱」公主 攪動三大金控職棒大戰
撰文者:馬自明 |出刊日期:2017-03-23
http://i.imgur.com/OpS3XAS.jpg
今年金融圈的最新話題人物——新光金董事長吳東進長女吳欣盈,就在一個月前,閃電搶
進職棒圈。(攝影者.駱裕隆)
中華職棒新一季比賽將在三月二十五日開打,今年的目光焦點,全集中在職棒界新人、富
邦金董事長蔡明興長子蔡承儒所領軍的富邦悍將隊,與中信金大股東辜仲諒的中信兄弟隊
開幕戰對決戲碼。
但這兩位金控界貴公子可能完全沒料到,今年金融圈的最新話題人物─新光金董事長吳東
進長女吳欣盈,就在一個月前,閃電搶進職棒圈。她透過智林行銷董事長、施振榮兒子施
宣麟牽線,簽下前年職棒總冠軍、那米哥桃猿隊(Lamigo Monkeys)。在桃猿主場,從全
壘打牆到球員頭盔,整個球場幾乎全貼上「新光人壽」四個字,新光的花費遠不及富邦買
下職棒隊的十分之一,卻搭上了金控贊助職棒話題順風車。
施宣麟說:「原本Cynthia(吳欣盈英文名)一開口,就是想冠名贊助Lamigo。」只是,
這對桃猿來說是首次合作,雙方仍有磨合空間,因此吳欣盈為了五十四年的新光金品牌形
象年輕化運動行銷大計,先從一般贊助開始。
雖然吳欣盈很能「盧」,但打公主牌也有失效的時候。像這次新光金和桃猿隊合作,吳欣
盈看到其他銀行發行球隊信用卡,便拉著新光銀高層討論,想乘機發行「Lamigo信用卡」
,但新光銀高層一聽,立刻回絕:「發棒球隊的信用卡發行量都很少,最後都賠錢的!」
吳欣盈一想也對,改問:「那有沒有不會賠錢的卡片可以發?」討論到最後,他們轉了一
個彎,決定發行只是貼上桃猿隊標誌、不必額外談優惠的現金卡。
「徐順鋆(新光金財務長)和陳坤福(新光金內部稽核主管)才是我的tough customers
(難纏的顧客),」吳欣盈表示,每項計畫他們都會丟出許多問題,包括「為什麼是這個
?」「為什麼現在?」「啊,妳提的我們早做過了」等,只要他們不過關、不簽名蓋章,
計畫就不會上路,「所以我要推動一個計畫要花好幾個月,甚至好幾年。」
http://archive.businessweekly.com.tw/Article/Index?StrId=64086
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