Chapter 13 : Real Sword vs. Wooden Sword (2)
Real Sword vs. Wooden Sword (2)
The confident voice of Team Leader Lee Jimyung rang out.
His voice brought to mind the baton of an orchestra conductor. In response, vitality began to return to the faces of the Marketing and PR Team members.
"Talesmon is an ambitious project from headquarters, planned with the goal of expanding into a global IP like Battle Fire. What's the greatest advantage this awesome IP gives us? The ability to capture the children's market. We do have one regret at Next Planet. There's not much here that the kids would like."
Experience really can't be ignored. He might have sunk into complacency, but he still managed to get his hands on a powerful card to press me down.
"So! If we can win the children's hearts with Talesmon, what would happen? As everyone knows, we'll be able to secure family customers, right?"
In a theme park, family customers are more than simple visitors.
They are a core demographic of strategic importance. Their per-capita spending is higher than that of teens in their mid to late teens or people in their twenties.
Plus, they rarely come alone—usually groups of three or more.
Family customers also have a huge influence on shaping our brand image, which, for a theme park, turns into a tremendous asset.
A kid who visited the park holding their parents' hand will return later thanks to those happy memories, and eventually visit again with children of their own.
"Sadly, Next Planet's annual visitors don't even reach 250,000. But with the Talesmon promotion, which our entire Marketing and PR Team worked so hard to secure, I'm confident we can hit 600,000 visitors this year, and one million next year."
Choi Hyena whispered to me.
"One million is roughly our break-even point."
Team leader Lee Jinmyung grinned.
"If we reach one million, leaving the red behind next year and even getting bonuses the year after wouldn't just be a dream. The Talesmon promotion will make it happen."
It seemed he specialized in soft presentations. His voice was gentle, and his content sweet.
Now, he began to explain the details.
"Now! The Talesmon promotion offers additional effects. For one, it allows us to restore our relationship with headquarters. And just think how happy the Chairman will be."
Now, he revealed a universal card. Clearly, a strategy targeting the hearts of the executives.
Wrapping up his presentation, he thanked the Chairman, who'd invested so much money into Next Planet.
Executive Vice President Kim smiled with satisfaction and clapped.
"That was an excellent presentation. Hearing the Team Leader's plans, I believe the future of Next Planet looks bright. And the fact that you even thought of the Chairman at the end is truly touching. It's a pity he couldn't watch your presentation in person today. Let's make sure we send him a recording at least."
Choi Hyena immediately stuck out her lower lip.
"What a loyalist. And why is the Chairman being 'sold' as part of the Marketing and PR promotion? Unbelievable..."
"He's a real business shark, even pushing the Chairman. So why hasn't he made any money so far?"
I couldn't help but make a sarcastic remark. Choi Hyena covered her mouth with a hand to stifle her laughter.
I didn't want to nitpick the petty things, but I needed to point out the practical side. I raised my hand.
"No mention was made of ending our existing promotions, and I'm curious as to why."
"What do you mean?"
"How do you intend to fund this? Next Planet's annual deficit exceeds 30 billion won. Do we really have the capacity to run such a large-scale promotion? To what I know, we don't."
"No, we have absolutely no plans to scale down the existing promotions. The first reason is, those promotions contain our blood, sweat, and tears. As a team leader, I think I must protect the hard work of my team members, don't you agree?"
Suddenly, 'clap clap'—applause erupted. The entire Marketing and PR Team clapped enthusiastically.
"Unbelievable."
The words slipped from my mouth. Choi Hyena pointed to the side with her finger.
"Let me show you something even more ridiculous."
Even Kim Junho was clapping.
Whose side are you on?
I suppose I get it, since he's been on the Marketing and PR Team for so long. Choi Hyena lightly nudged his hand, shooting him a cold look.
Only then did Kim Junho stop clapping, looking embarrassed.
"Second, our existing promotions, especially the Senior Discount, have done wonders for Next Planet's image. Next Planet, coexisting with the local community. Reform Division Director, does that make sense to you?"
How is that supposed to make sense?
Just as I was about to rebut, Executive Vice President Kim spoke up.
"There are times when bold investment is necessary. What is it... Te... Terimon... What was it called?"
"It's Talesmon, EVP. It's a bit unfamiliar for folks in our age group, so it's harder to remember. But the kids, on the other hand, will love it."
"Yes, Talesmon. The project will work. I'm convinced. I'll tell the Finance Team Leader to approve it unconditionally."
"Thank you so much for your consideration, EVP."
These two are playing both the drum and the janggu. No doubt they coordinated in advance.
I glanced at Division Director Oh Kangil for a moment, hoping he'd put a stop to this nonsense.
But he just stared straight ahead with razor-sharp eyes.
Why did he even come here?
It doesn't feel like he's just backing the EVP. He must have his reasons.
Team Leader Lee Jimyung returned to his seat.
Now it was my turn.
As I walked up to present, the Marketing and PR Team members glared at me. Truly a united team—credit where it's due.
Well, when I was just a regular employee I was no different from them. I thought just doing my job and enjoying my own life was the answer.
So I have no intention of resenting or hating them.
But I have a goal.
To achieve it, I have to step on the solidarity they hold so dear.
I don't want to be the villain, but just this once I'll play the part.
I put a line up on the screen:
[If the legendary sword remains stuck in its scabbard, it's nothing but a lump of iron.]
Nerves.
In my entire working life, I'd never had a real chance to do a proper presentation.
At team meetings, all I ever did was briefly explain my ideas.
But now, facing people openly hostile to me, on a topic that isn't even my specialty, I had to present.
My lack of experience would surely show. To cover it up—and for dramatic effect—I decided to open with provocation.
"Next Planet's biggest problem. Everyone here knows it. Why do we have to come all the way to Nonsan? What on earth is even here?"
Displeasure flickered across everyone's faces.
"No matter how well-designed Next Planet is, hardly anyone would choose to come all the way out here to Nonsan instead of staying in Seoul. Let's not deny it."
It meant that no ordinary IP would be enough to draw people. Unless Talesmon became the next Pok*mon, that is.
"But, it turns out there are people who have to come to Nonsan. Tens of thousands of them, in fact."
Lee Jimyung spoke curtly.
"Don't tell me, army boot camp trainees? I know you're not the type to slack off on your studies, Division Director."
I ignored the sarcasm and clicked to the next screen.
[Ugly ducklings in the Marketing and PR Team—can't they ever become swans?]
Members of the Marketing and PR Team grumbled.
"He really thinks we're idiots."
"He must think we never considered this... This is why parachuted execs suck."
I'd expected this level of criticism.
"Yes, the trainee-targeted promotion. The biggest blemish on the Marketing and PR Team's record."
I deliberately made eye contact with the Marketing and PR Team members—a moment of high tension.
"Trying to force warm family feelings or togetherness on the trainees was why that failed, wasn't it? In other words, it was a failure of experience design."
"We don't need your criticism. Just get to the point."
Team Leader Lee Jimyung sounded annoyed.
"What do the trainees really want? Let's change our perspective. Team Leader, it might have been a long time ago, but do you remember how you felt the day you entered boot camp?"
"How did I feel? Like, let the world end tomorrow, that's how. You know what I mean."
"Did you go to the boot camp with your family?"
"Of course."
"Okay, but be honest. Didn't you wish the girl you had a crush on would show up that day?"
"What are you talking about...?"
"Looks like she's on your mind, judging by your expression. Why? Want to see her again?"
"I'm a married man, okay? And back then, that supposed crush—I don't even remember her name or face."
"So why are you blushing?"
"What a thing to say... Oh, everyone, it's not like that! I'm just excited because this is so unbelievable."
Laughter erupted among the Marketing and PR Team members. Good. My storytelling was working.
"See? How many years has it been? Over 20. And yet you still remember that moment. Why is that? Wasn't it because that time in your life was truly special? So, our plan is to focus on those fleeting, beautiful days of youth. Not on the trainees themselves."
Everyone started to murmur.
"What exactly do you mean?"
"Our trainee promotions may seem aimed at the trainees, but to be precise, the real target is their friends."
I intentionally let the words hang. Now everyone was waiting eagerly for me to open my mouth.
"Even though it's less common these days, plenty of trainee friends still tag along when someone heads off to boot camp. Now, what are their traits?"
I brought up the next screen:
[They come all the way out to Nonsan on their own]
[They get excited even without any supporting infrastructure]
[They have strong peer bonds and tend to do things together]
[They like special events and unique experiences]
Yes, the trainees are just the bait.
The real core of our promotion is to use them to attract early-twenties customers to the theme park.
"We'll promote discounts for groups who come to the park with a boot camp recruit, or for people who just dropped someone off at the boot camp. And, more than that..."
The expressions in the room began to change.
"If a group takes a photo together and shares it on social media, we'll give them tickets with a discount for their next visit. That way, we encourage repeat visits. Here's the real heart of it!"
I paused deliberately.
"So what is it?"
"A pretty, emotionally charged photo zone."
A member of the Marketing and PR Team raised a hand.
"I lost the thread there. Why the sudden mention of a photo zone with a pretty, emotional vibe? It's a nice idea for group photos, but it feels kind of unrelated to the core."
"When you hear 'trainee's friends', you probably thought of guys, right?"
"Usually, yeah?"
"Our top-priority target is actually young women in their early to mid-twenties. The key is making them want to accompany their male friends heading off to boot camp."
"But is that possible? Even if we put up photo zones for social media, would it really work?"
"That's why we're going to make it feel like a limited-time event you can only experience at that age."
A collective "Ah!" arose from the Marketing and PR Team. They understood now why I'd started with the line about youthful days that never return.
"We don't intend to push any message about how it's a duty to accompany guys to boot camp, or that it's etiquette for women that age. That would only spark backlash."
"So what are you going to do...?"
"The point is, it's something you can only do at that stage in life. Just like going on an MT (Membership Training) trip, we'll make the event feel like a once-in-a-lifetime thing, so that people will automatically want to come to Next Planet together."
"And what about the guys of that age group?"
"Guys will have to go to boot camp sooner or later too, or already have, so if there's an event like this, they'll naturally gather on their own."
Suddenly, the Marketing and PR Team members started an animated discussion among themselves.
Good—I'd given them enough of a spark. They'd already be thinking of all sorts of options, and itching to share them.
"The expert in marketing and PR, Kim Junho, will now explain the concrete action plan. Please welcome him with applause."
Kim Junho, avoiding the eyes of his team members out of embarrassment, walked up with his head slightly bowed.
- Clap! Clap! Clap!
A woman in her mid-thirties clapped on her own. Choi Hyena whispered to me.
"That's Shin Miyoung. She's worked at Next Planet for about seven years. To what I know, she's the most capable person on the team."
Other members of the Marketing and PR team followed her lead and applauded.
The applause wasn't exactly thunderous, but it was meaningful—Kim Junho's face brightened considerably.
"I'll begin with the transportation issue. We'll arrange shuttle buses in front of the boot camp..."
He spent about 30 minutes explaining the implementation plan.
Perhaps because now wasn't the time to start a fight, there weren't any questions.
"Thank you for listening."
As Kim Junho headed back to his seat, another round of applause followed. He looked oddly relieved.
Then Choi Hyena immediately chimed in.
"It's not over yet. You better keep your guard up."
"Y-yes! Got it."
They actually work together pretty well. I returned to the front again.
Team Leader Lee Jimyung still looked displeased, but the other members' faces and postures had changed.
Now, there was a hint of curiosity. They were wondering what I'd do next.