How do advertising companies operate?

Advertising companies have comprehensive business categories, such as event planning, advertising planning, media communication planning, event execution, artist brokerage, new media services, etc. See what business you specialize in.

The whole process is that customers have communication needs, analyze customer needs, match services and resources, propose, quote, implement and then quote.

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Label: customer value

core competitiveness

opponent

Shangshan communication

According to the latest statistics of relevant departments, the advertising industry in China has been growing at a high speed of 30% in the past three years. With the intensification of global economic integration and China's entry into WTO, the competition between domestic advertising companies is becoming increasingly fierce, and foreign advertising companies have set foot in the China market. In this ever-changing new century, how to run an advertising company? Here, I propose five strategies to discuss with my colleagues:

First, develop and create customer value.

In the advertising industry of competitors such as Lin, the general managers of many advertising companies are worried about customer resources. Indeed, under the condition of market economy, we must be guided by customer demand. In a sense, the needs of customers are wealth. Therefore, to run an advertising company well, the first thing to do is to develop and create customer value.

To develop and create customer service value, we must first grasp the current situation of market segmentation. According to the statistics of the State Administration for Industry and Commerce, in the current media market, TV, as the largest media, occupies 25.58% of the market share, newspapers occupy 20.87% of the market share, and outdoor advertising ranks third with 13.06% of the market share. Among outdoor media products, single columns and billboards account for 57% of such products, followed by mobile media 19%, and others include street media, point-of-sale shopping malls and online advertisements. As an advertising company, it is necessary to be clear in which field to play its advantages and specialties.

In our own business field, we still face many competitors. To this end, we should distinguish competitors by product quality and service price, and erect a unique banner among many advertising companies. In this way, after market segmentation, we can clearly understand our competitors and know ourselves and ourselves; Know the location of your products and services; Only in this way can we know where our target customers are.

After subdividing the whole market, an enterprise should evaluate each market segment, and then decide which one or several market segments should be the target market according to factors such as market potential, competition and resource conditions of the enterprise, so as to clarify the specific service objectives of the enterprise and formulate the marketing strategy of the enterprise, so as to open the only way for the enterprise to realize its profit objectives. From this definition, we can measure and develop customers.

The products of enterprises can't please everyone, and they don't have the ability. Enterprises should define themselves from their own markets and serve customers. We will find our reasonable profit point from them. Once the target market is determined, the marketing of the enterprise will have a direction. Of course, this direction is not static, and we should also pay attention to its changes with the changes in the market.

While understanding the market and customers, we should also know our own strengths and weaknesses, that is, do our own SWOT analysis. Through SWOT analysis, we know how to improve and perfect ourselves, how to foster strengths and avoid weaknesses, how to avoid crises, how to understand our target customers and how to work hard.

Another important task in developing and creating service value is to clearly position your products and services. At present, many advertising companies are caught in vicious price competition. How to ensure the quality of our products and services and how to ensure our reasonable profit point, we need to position our products and services. First of all, we should build a complete product, not only to provide customers with a simple outdoor advertisement, but also to provide a series of complete products and service systems to carry out "packaging services" and effectively promote sales for customers.

This is a schematic diagram of building a complete product.

Another important aspect of positioning products and services is to have your own unique sales proposition. First of all, try your best to find his benefits for customers. Customers buy services in order to get some benefits. The most fundamental purpose of our advertising is to effectively promote sales for customers. Only through our service, can we improve the sales of customers, create the best profit value for customers, and form a win-win situation in which customers win first and we win second, can we get customers and orders. In addition, we should form unique differences with our competitors, including customers' competitors, and find our unique selling points, that is, maximize our highlights and advantages and form a strong market attraction. Through our excellent creativity, design, production, release and a series of complete and perfect services, it is also a great advantage and strong support point of our business. Of course, we also have a set of mature sales methods, which are enough to convince customers and impress them to buy our products, thus forming sufficient promotion power.

Second: build core competitiveness.

To do well in the examination and approval of advertising companies, we must build the core competitiveness of our own enterprises. The concept of "core competitiveness" was put forward by Brochard and Hammer in a paper in Harvard Business Review 1990.

Core competitiveness is a long-term and unique ability of an enterprise to support its past, present and future sustainable competitive advantages. Core competitiveness affects the overall situation and life and death of enterprises. It can be said that core competitiveness is the lifeline of enterprises, and enterprises with strong core competitiveness are definitely the "core" of the market, while enterprises without core competitiveness can only linger on the edge of the market forever.

The core competitiveness of enterprises has the following three keys:

1. Core competitiveness is cultivated for a long time and cannot be formed in one day. You can improve your competitiveness in a short time, but you can never form a core.

2. The core competitiveness is unique and different from any competitor. Competitors can imitate, but they can't do exactly the same.

3. Core competitiveness can promote the sustained growth of enterprises. Enterprises used to rely on core competitiveness to make profits, and now they must also rely on core competitiveness to make profits, and so will the future. If the enterprise can't make profits continuously, this ability is not the core competitiveness of the enterprise.

In addition, the core competitiveness of enterprises should also have five characteristics:

1. Business leadership. This is the first indicator of core competitiveness. Only by maintaining a competitive edge over competitors in business can we achieve core competitiveness. This article is often ignored by many enterprises. Imagine how to talk about core competitiveness without leading the main business.

2. Customer value. Core competitiveness can create customer needs, meet customer needs, and continuously realize lifelong value.

3. Unique advantages. The core competitiveness is unique. In this regard, special attention should be paid to providing customized and personalized services for customers.

4. lasting. Enterprises have achieved sustained growth by virtue of their core competitiveness and have been strengthening their dominant position by virtue of this core competitiveness. We should strive to make our customers get more effective and affordable products and services than our competitors, so as to distinguish enterprises from competitors.

5. It's hard to imitate. The core competitiveness cannot be imitated. It is necessary to build a strong brand strength through brand building and patented technology, and form the largest and best business department. In this way, the control of the core value chain makes it impossible for competitors to imitate.

As an advertising company mainly engaged in outdoor media, we understand our core competitiveness as follows:

Third: the pursuit of excellent service

1997, I went to America and visited one of the largest advertising companies in America at that time. I asked their president this question: How can we become the best company in the world? He said, "If your enterprise can only provide perfect service and meet the needs of customers, it is by no means world-class. To become a world-class company is to provide value-for-money services, which is irreplaceable. "

Pursuing irreplaceable advantages means pursuing 200% perfect service, in which 100% is spiritual satisfaction and 100% is material satisfaction.

I think excellent service should have six standards:

(1) goes deeper than the customer thinks;

② Doing much better than the customer expected;

3 keep your promise;

④ Care about customers;

⑤ Loyal to customers;

6. Fish and water depend on each other.

For example, our Maijia film and television media relies on the system to ensure our service quality.

Zero defect work system. This is a basic system that we have implemented for many years. We require all employees to do all the work strictly, do it well the first time and do it well every time. Don't leave any flaws. If the quality is found to be defective, the responsible person will be punished, including department leaders and leaders in charge of the company, who will bear joint and several liabilities. There is also total customer experience management (full brand contact). First ask responsibility system (first ask responsibility system), etc. Form a situation of assessment and management of all employees in the company. The company attaches great importance to the quality management of products and services, establishes a strict quality management system, and establishes relevant quality supervision departments and mechanisms. All employees of the company are required to supervise the company's products and services anytime and anywhere, that is, supervise every production and service of Maijia, and establish a quality feedback management system to completely satisfy customers. My mobile phone number is in the quality complaint phone set up by the company. We stipulate that any employee's effective supervision of quality problems can be rewarded in time; On the contrary, the departments, employees and leaders who caused the quality accidents should bear the responsibility.

Fourth: all-round marketing

When we enter the 2 1 century, our marketing model has also evolved from the traditional 4P marketing model to a brand-new all-round marketing model. Only in this way can we adapt to this consumer-centered century. The so-called all-round marketing, we can carry out from eight aspects:

1. Develop products in demand. Never blindly build a framework and blindly manufacture products for customer needs. Instead, we should do: ① Induce first, then respond, customers first, then products. That is to say, first explore the customer's search, and then manufacture our products according to the customer's response and customer's needs. This product must be a personalized service product tailored for this customer. For example, we should emphasize the innovation of outdoor media, and strive to design various outdoor media with characteristics and individuality for different customers and products.

2. Set the right price. There are five pricing methods: ① cost plus cost pricing method, that is, cost plus profit; (2) Profit target pricing method, that is, to determine the profit of the target product; (3) Demand-oriented pricing method, that is, first understand the price that customers are willing to bear and then limit the cost; ④ Competition-oriented pricing method sets high or low prices according to competitors' prices; ⑤ Product line pricing method.

The feasible way is never to quote before being induced by customers. In addition, we will never reduce the price easily in pursuit of the so-called turnover, but we will provide high-quality and all-round "packaging services" to ensure the company's profit maximization.

The following is a schematic diagram of the pricing decision-making process:

3. Convenient and quick access. The following are the direct channels usually used to promote products: ① outdoor as the carrier; 2 telemarketing; ③ E-mail and fax; 4 internet; ⑤ Customer database marketing; ⑥ Collaboration network, cooperation and alliance; ⑦ team of consultants and experts; 8 mailing materials.

4. communicate effectively. The usual "advertisement 5" used in outdoor media companies becomes: ① To whom? Determine the target consumer groups; 2 Say what? -formulation of advertising strategies; How do you say it? -Creativity and performance; (4) When and where to say it? -Media strategy; ⑤ What is the effect after speaking? -Advertising evaluation.

5. All-round public relations publicity. As an advertising company, we should be better at public relations propaganda, build our own brand and expand our influence. We usually do this: ① create news highlights and topics; 2 newspaper soft text; ③ TV feature films; (4) publishing special issues; ⑤ Public speech; 6 seminars; ⑦ Sponsorship activities; 8 public relations events and so on.

6. Direct sales of sales staff. 1 opening remarks; ② Discuss the demand; 3 explain the benefits; (4) eliminate objections; ⑤ Conclusion; ⑥ Ask customers to recommend. The above six points are the six main points for the sales staff of Maijia Film and Television Media Customer Department to carry out business sales. Based on many years' practical experience, we have compiled teaching materials such as "Mai Jia Sales Tips", conducted strict training for new employees, and trained a group of customer representatives who can fight well to open up markets and expand business.

7. Key customer service management. According to Law No.28, 80% of our business, including 80% of our profits, comes from 20% of our customers. Therefore, we must attach great importance to these 20% customers. These 20% big customers are often the backbone enterprises and major enterprises of pillar industries in this region. They support the regional economy and are an important part of the performance of media enterprises in China. Therefore, we can divide customers into three categories: A, B and C, which are the key customers of Class A Platinum. Class b gold major customers; Class c iron customers. We should do the most productive things, don't put our energy and time into the so-called unprofitable business, focus on the big and let go of the small. For example, in years of practice, Maijia film and television media has formed a set of mature customer service theories and experiences. The usual practice is that we provide professional team services to Class A customers; Class b adopts the project responsibility system.

8. Continue to build the brand. Routine practices are as follows: ① Brand needs management: specialization and sustainability. ② Brand culture: spiritual concept, CI identification, publishing books and teaching social welfare. Brand service: Only the success of customers can drive their own success and pursue value for money. ④ Brand quality: zero defect working system and successful management mode. ⑤ Brands need to be managed: first, they should be better than others; If it doesn't innovate, it will perish. 6. Brands need publicity: successful advertising and hype cannot produce brands.

The service industry covers advertising film shooting, promotional film shooting, image film shooting, documentary film shooting, micro-film shooting, animation production, graphic design, image integration, art festival hosting, webcast, short video production and many other fields. Based on its headquarters in Shandong, Shangshan Media has established four branches: Shangshan (Shandong) Film and Television Production Center, Shangshan (Beijing) Digital Studio, Shangshan (Hebei) Audio Production Center and Shangshan (Dongping Film and Television Base) Branch. Up to now, more than 100 excellent film and television works have been created and distributed, serving more than 100 customers.

Fifth, master the profit mode of 12.

1. Increase the value, not reduce the price. This is very important for decision makers and operators. The so-called added value is to increase the added value of products and provide the best quality and perfect service, which is what we usually call "packaging service".

2. Every cost reduction of 10% can create a profit of 100%.

3. Do everything possible to increase the content and frequency of sales. Every time you increase your consumption, your sales will double.

Focus your energy and time on high-profit products and do the most productive thing possible. The more we pay attention to high-profit products, the more money we will make.

5. Improving brand image can improve sales performance. The better the brand image, the more popular it is, and the more sales increase.

6. "28 law", grasp the big and let go of the small. Spend your energy on the most productive and valuable customers. On the contrary, although some products have low profits, the requirements of customers will not be reduced, and you will often get twice the result with half the effort, not worth the candle.

7. The speed of learning is directly proportional to the speed of making money. We can find this rule by looking at the success track of successful people. For example, although Bill Gates was poorly educated, he finished reading the Encyclopedia Britannica at the age of 9, and his mother was a tutor of MBI. Mr. Li Ka-shing is old and has a successful career, but he always insists on spending two hours studying every day and constantly absorbing new knowledge and information. Otherwise, lack of knowledge will become an obstacle to our progress.

8. The first is better than the second. Customers will only give the first place the most opportunities. Once you become the first in your industry and region, your chances will be greatly increased. Because customers are unwilling to take risks, they often only trust the first place that has been verified by the market.

9. The cost of developing new customers is five times that of serving old customers. According to the analysis of American Institute of Management, the cost of developing a new customer is 5-6 times that of maintaining old customers. It shows that when new customers buy new products, they should not only pay the marketing staff's visit fee in advance, but also pay a lot of advertising promotion fees for overdrawing the marketing staff's customer visit time. On the contrary, it is much easier to maintain old customers. Ensuring old customers is the best way to reduce sales costs.

10. If you use media assets more, your profit will double and your cost will be halved. For our outdoor media company, it is very important to continuously improve the shelf rate. Shangshan film and television media requires that the outdoor media shelf rate should exceed 85% this year.

1 1. You can make the most profit by establishing four relationships (government, customers, employees and outsourcing). For example, in this respect, our Maijia film and television media attaches great importance to it and has established a peer-to-peer public relations liaison system. When we say good relations, we don't mean "treating guests and giving gifts" or even taking bribes, but we mean doing our own business well, abiding by the law and respecting and caring for all social relations. Service should come from the heart and be specific; There should also be a set of customer relationship files and management methods.

12. "Win-win", only when customers make money can we continue to make money.

The above are my five strategies for running an advertising company, which I would like to share with my colleagues in the national advertising industry, hoping to get your criticism and correction. At the same time, I hope to hear colleagues' updated and better strategy introduction. Let's work together to push China's advertising media industry to the world-class level.

The prerequisite of course depends on what kind of advertising company you want to set up, but no matter what kind of advertising company, the prerequisite of setting up is of course capital. I think the positioning of advertising companies in small and medium-sized cities is best in the development of design and production. Because the city is small, the market for your planning and brand promotion is generally not very large. These high-end things are generally not recognized by small enterprises in small and medium-sized cities. Even if there is a need for planning and promotion, they will generally find an advertising company with considerable strength. I suggest focusing on design and production, and planning and promotion can be done by the way. This mode of operation is more suitable for new advertising companies. The development of this topic is the same for all industries. Every day, new companies open and old companies close. I know it should be good to focus on production at first. This is how our company operates. Be sure to pay attention to advertising in small places and listen to customers doing design. However, we can also give some advice to customers appropriately, because we are in this line of work, professional. The first is to open up the market. Building a marketing team and advertising are the products you want to sell. Handle the relationship between units and departments, and undertake the next business. Don't wait for guests at home. The second is planning creativity. There are many advertisements. General light box and graphic design are generally at the same level. Eye-catching things must rely on exquisite products and unique designs. Quite simply, this requires the quality of talents and employees. A high-level designer is the soul of an advertising company besides the manager. Third, advertising. When we advertise for others, do we neglect to advertise for ourselves? Your own advertisement is very attractive. When it is punched out and screamed, others will come to you to advertise. Never ignore it. Finally, scientific management. One or two words are not clear. For example, financial management, cost accounting, talent retention, corporate culture and so on. Good luck, Guangfa Finance!

Hello, I'm glad to answer your question:

When we enter the 2 1 century, our marketing model has also evolved from the traditional 4P marketing model to a brand-new all-round marketing model. Only in this way can we adapt to this consumer-centered century. The so-called all-round marketing, we can carry out from eight aspects:

1. Develop products in demand. Never blindly build a framework and blindly manufacture products for customer needs. Instead, we should do: ① Induce first, then respond, customers first, then products. That is to say, first explore the customer's search, and then manufacture our products according to the customer's response and customer's needs. This product must be a personalized service product tailored for this customer. For example, we should emphasize the innovation of outdoor media, and strive to design various outdoor media with characteristics and individuality for different customers and products.

2. Set the right price. There are five pricing methods: ① cost plus cost pricing method, that is, cost plus profit; (2) Profit target pricing method, that is, to determine the profit of the target product; (3) Demand-oriented pricing method, that is, first understand the price that customers are willing to bear and then limit the cost; ④ Competition-oriented pricing method sets high or low prices according to competitors' prices; ⑤ Product line pricing method.

The feasible way is never to quote before being induced by customers. In addition, we will never reduce the price easily in pursuit of the so-called turnover, but we will provide high-quality and all-round "packaging services" to ensure the company's profit maximization.

The following is a schematic diagram of the pricing decision-making process:

3. Convenient and quick access. The following are the direct channels usually used to promote products: ① outdoor as the carrier; 2 telemarketing; ③ E-mail and fax; 4 internet; ⑤ Customer database marketing; ⑥ Collaboration network, cooperation and alliance; ⑦ team of consultants and experts; 8 mailing materials.

4. communicate effectively. The usual "advertisement 5" used in outdoor media companies becomes: ① To whom? Determine the target consumer groups; 2 Say what? -formulation of advertising strategies; How do you say it? -Creativity and performance; (4) When and where to say it? -Media strategy; ⑤ What is the effect after speaking? -Advertising evaluation.

5. All-round public relations publicity. As an advertising company, we should be better at public relations propaganda, build our own brand and expand our influence. We usually do this: ① create news highlights and topics; 2 newspaper soft text; ③ TV feature films; (4) publishing special issues; ⑤ Public speech; 6 seminars; ⑦ Sponsorship activities; 8 public relations events and so on.

6. Direct sales of sales staff. 1 opening remarks; ② Discuss the demand; 3 explain the benefits; (4) eliminate objections; ⑤ Conclusion; ⑥ Ask customers to recommend. The above six points are the six main points for the sales staff of Fengchi Media Customer Department to carry out business and sales. Based on years of practical experience, we have compiled teaching materials such as "Fengchi Sales Tips", conducted strict training for new employees, trained a group of customer representatives who can fight well, and developed markets and businesses.

7. Key customer service management. According to Law No.28, 80% of our business, including 80% of our profits, comes from 20% of our customers. Therefore, we must attach great importance to these 20% customers. These 20% big customers are often the backbone enterprises and major enterprises of pillar industries in this region. They support the regional economy and are an important part of the performance of media enterprises in China. Therefore, we can divide customers into three categories: A, B and C, which are the key customers of Class A Platinum. Class b gold major customers; Class c iron customers. We should do the most productive things, don't put our energy and time into the so-called unprofitable business, focus on the big and let go of the small. For example, Fengchi Media has formed a set of mature customer service theories and experiences in years of practice. As a general practice, we provide professional team services to Class A customers. Class b adopts the project responsibility system.

8. Continue to build the brand. Routine practices are as follows: ① Brand needs management: specialization and sustainability. ② Brand culture: spiritual concept, CI identification, publishing books and teaching social welfare. Brand service: Only the success of customers can drive their own success and pursue value for money. ④ Brand quality: zero defect working system and successful management mode. ⑤ Brands need to be managed: first, they should be better than others; If it doesn't innovate, it will perish. 6. Brands need publicity: successful advertising and hype cannot produce brands.

Fifth, master the profit mode of 12.

1. Increase the value, not reduce the price. This is very important for decision makers and operators. The so-called added value is to increase the added value of products and provide the best quality and perfect service, which is what we usually call "packaging service".

2. Every cost reduction of 10% can create a profit of 100%.

3. Do everything possible to increase the content and frequency of sales. Every time you increase your consumption, your sales will double.

Focus your energy and time on high-profit products and do the most productive thing possible. The more we pay attention to high-profit products, the more money we will make.

5. Improving brand image can improve sales performance. The better the brand image, the more popular it is, and the more sales increase.

6. "28 law", grasp the big and let go of the small. Spend your energy on the most productive and valuable customers. On the contrary, although some products have low profits, the requirements of customers will not be reduced, and you will often get twice the result with half the effort, not worth the candle.

7. The speed of learning is directly proportional to the speed of making money. We can find this rule by looking at the success track of successful people. For example, although Bill Gates was poorly educated, he finished reading the Encyclopedia Britannica at the age of 9, and his mother was a tutor of MBI. Mr. Li Ka-shing is old and has a successful career, but he always insists on spending two hours studying every day and constantly absorbing new knowledge and information. Otherwise, lack of knowledge will become an obstacle to our progress.

8. The first is better than the second. Customers will only give the first place the most opportunities. Once you become the first in your industry and region, your chances will be greatly increased. Because customers are unwilling to take risks, they often only trust the first place that has been verified by the market.

9. The cost of developing new customers is five times that of serving old customers. According to the analysis of American Institute of Management, the cost of developing a new customer is 5-6 times that of maintaining old customers. It shows that when new customers buy new products, they should not only pay the marketing staff's visit fee in advance, but also pay a lot of advertising promotion fees for overdrawing the marketing staff's customer visit time. On the contrary, it is much easier to maintain old customers. Ensuring old customers is the best way to reduce sales costs.

10. If you use media assets more, your profit will double and your cost will be halved. For our outdoor media company, it is very important to continuously improve the shelf rate. Fengchi Media requires that the outdoor media shelf rate should exceed 85% this year.

1 1. You can make the most profit by establishing four relationships (government, customers, employees and outsourcing). For example, in this respect, Fengchi Media attaches great importance to it and has established a peer-to-peer public relations liaison system. When we say good relations, we don't mean "treating guests and giving gifts" or even taking bribes, but we mean doing our own business well, abiding by the law and respecting and caring for all social relations. Service should come from the heart and be specific; There should also be a set of customer relationship files and management methods.

12. "Win-win", only when customers make money can we continue to make money.

The above is my personal conclusion, I hope it will help you.

(Image from the Internet)