Advertising planning company: how to make business keep coming to you?

Source:BrandChina.com Leave a comment(0) In the financial crisis on the global economy continues to block, Chinese enterprises have been more or less affected by a greater or lesser extent to advertising, planning, design, public relations, consulting, and so on the main intellectual companies are no exception. Now, many advertising companies, planning companies and other intellectual companies are having a hard time surviving, and can be said to have been seriously "bruised" by the global financial crisis. In the face of this situation, advertising, planning and other intellectual companies how to overcome the difficulties, to achieve excellent development, and even do to let the business continue to come to the door? This appears to be exceptionally important! First, advertising and planning company business development needs to change the way of thinking so that the business constantly come to the door to cooperate, rather than their own hard work to seek customers? Is there such a good thing? Of course. Like Ye Maozhong planning agency, Guangdong Province, these large advertising, planning organizations, naturally, needless to say. Of course, there are people who think that using Ye Maozhong planning agency and Guangdong Province advertising agency as examples is not wrong, but also not persuasive, after all, they have gone through a decade or even two or three decades of hard work to have today's glory and achievements, business is a steady stream of people to find the door naturally reasonable, there is no such thing as rare. Yes, the author also thinks so. At the same time, I also know, understand a lot of advertising, planning, design, consulting and other intellectual companies in the community is not well known, such as Zhongtian, well a company, their business can also be said to be a steady stream of customers come to us, and rapid realization of cooperation. The advertising slogan of the famous sports brand Li Ning says that everything is possible. Often times, we are seriously constrained from better development of our company because of our inherent mindset. Many advertising planning companies are no exception. At present, the business development thinking of many advertising companies are traditional, old, uncompetitive - almost uniform performance for the use of the boss's contacts, advertising salesman telemarketing and other ways to carry out. So the business development, human mixed, slow and low efficiency, resulting in advertising and planning companies often do a project and rest pots, or every day the nerves twisted unusually tight, afraid of no project to do, afraid of not being able to pay the wages of ...... operational difficulties can be seen. This, so that many advertisers, planners, consultants live unusually hard! Obviously, in a dynamic environment, especially under the premise of increased competition in the market, advertising and planning companies, if the business development ideas do not change, the living space will become more and more narrow, over time will become a frog in the well, can not see a better business development model, to fight for more and more large-scale project operations, rapid development will evolve into a dream. Therefore, advertising, planning, design, consulting and other intellectual companies should always maintain a learning mindset, research mindset, try to do six-way, listen to all sides, to create the courage to keep up with the times, to find the highlights, open up the future. In this way, the starting line than the same city, the country's competitors each other much higher, when the efforts of quantitative change to qualitative change, subsequent development will be quickly prioritized to obtain the recognition of the majority of customers and sought after. In this way, business development has become an easy and interesting thing, and no longer feel like an ordeal. It can be seen, advertising and planning company if you can change the business development of old ideas, all-round efforts will be able to have a lot of new, more effective business development road, and in the company's effective action support, business development will continue to reduce the difficulty until the formation of a large-scale effect and a strong brand influence ...... perseverance. Business is a steady stream of customers come to the door to cooperate, is no longer a dream. Second, how can we make a steady stream of business to the door Success lies in the action. Advertising and planning company to pull the business is not an easy thing, now we not only want to go beyond them, not only do not take them seriously, but also to make the business development become very easy and interesting, and the ultimate goal is to make a steady stream of business to the door. It's a huge challenge that gets people in a super excited mood. Can we make it happen? If so, how can we keep the business coming? Shen Hai Zhong here to tell the wisdom of the company: as long as the wisdom of the company in the right direction of unremitting efforts, so that a steady stream of business to come to your door will not be a dream, but a complete reality! As a matter of fact, there are many ways to keep business coming to your door. For advertising and planning company, you can combine their own situation and strength, a single focused on taking a certain approach, or a combination of several approaches, are available. Specific approaches, for example: 1, outstanding planning to attract the phoenix. Enterprises have core products and core competitiveness in order to defeat the competition and obtain excellent development. Advertising and planning company is the same. Obviously, if an advertising company or planning company, without their own practical advantages and good at, to achieve good development, will be more difficult than heaven. Therefore, if the advertising and planning company wants to operate comfortably, and even let a steady stream of business automatically come to your door, we must refine their own unique "weapons", and let customers know, so that the company's development will be easy and healthy. I know some of the wisdom of the company, the initial relationship with a single, two single, passionate operation for a year and a half, and then fell into a predicament, I do not know how to develop for the better. In fact, this situation is a lot, the results are generally three kinds: the first is dead, because there is no advantage of no competitiveness, and interpersonal relations is not a panacea, can not cure all diseases, so the timely closure of the end of a paragraph; the second is to run hither and thither, begging grandpas and grandmothers all over the world to ask for customers, barely maintaining survival, living a very difficult life, often hanging on the verbal sentence:" Really should not be the boss of the", get up every day to survive and sad face; the third is to think positively about change, focusing on immediate survival, constantly practicing internal skills, build core competitiveness, create red-hot performance, become the industry's rising star, to obtain customer recognition and favor ...... through unremitting efforts, the situation is reversed, living more and more nourishing. Situation reversal, live more and more nourishing. For the third situation, as I know of a planning company, with the owner's previous relationship in the unit, pulling some business to do, but has been in a half-dead state, the boss personally gave me an account: a year down, in addition to wages, company expenses, car expenses, an average of about 10,000 yuan per month to earn a, and it is his and his wife's **** the same income. Obviously, open such a planning company, in addition to greater freedom, and ordinary working without much difference. So the owner is suffering. It is also because of the immortal cause, after two years, the boss felt that continue like this, too meaningless, sooner or later will be collapsed. So, he began to seek change. He was thinking: planning company, should be planning ah? However, ask yourself: their own company planning is good? What have done what influential planning? No, none. Reflecting on the two years, the company is doing to general design as the main work, although the planning program also did more than ten, but did not make any big name. Because of this, the development of the company also did not see a rise in ...... the crux of the matter is becoming clearer and clearer. At that time, coinciding with the Ye Maozhong to promote the planning of special fire, many cases let people look at the blood does boil, a lot of enlightenment. The boss of this company would like to, since others can make red-hot planning, they should also be able to ah. So, he reorganized the company's departments, strengthened the planning department and the design department of the two blocks of personnel, day and night to lay the foundation, and assumed that a product to cooperate, hoping to do planning, so they organize the product, industry research, organization of consumer research, so that designers in accordance with the award-winning work of the 4A company to create and design ...... so repeatedly done! Several products simulation planning, full design and systematic promotion, planning standards, design quality has obviously improved. At last, the effort was not unmerited. A leader of the boss's former unit also came out to do industry, and found the boss, hoping to help him plan planning. Obviously, the enthusiasm of the company's staff quickly rose - they do not have to "jerk off" - simulation planning and design, they have a full case of actual combat objects. So, all the staff carried out a thorough and detailed adjustment, the development of five product launch promotion strategy, and ten overall planning ideas, and constantly consumer surveys, as well as repeated communication with customers, and ultimately determined a planning ideas and their design manuscripts. At this time, the boss and all the staff's heart is fluttering, after all, this is their maiden place, after all, there is no previous operation and successful experience. Fortunately, when this planning ideas in the market implementation to the third day, the boss received a call from the old leadership, said the product sells exceptionally well, everyone is to take the newspaper or flyers to the group purchase and retail are very popular, and the surrounding counties and cities there are several dealers to consult and cooperation, and now the company is stepping up the production of products. At this time, the whole company is immersed in the success of the hot tears of excitement. The beauty of the name spread throughout the world. The success of this planning company was quickly spread, and soon there were new customers came to the door, hoping to realize the excellent planning. Obviously, the owner and all the staff did not proud, they continue to work hard, within a year to create three more red-hot planning, recognized by customers, the product is more dealers and consumers sought after. So far, the planning company to shake off the operation of the weak state, more and more colorful, looking for customers one after another. This is called: outstanding planning to attract the Phoenix! Obviously, to build the core competitiveness of advertising and planning company, and make a name for themselves, is very important. In fact, in China, there are a lot of intellectual companies, with the planning expertise, or design expertise, or public relations expertise, or marketing expertise and will do the performance of the red hot. In this way, the customer is happy to cooperate, they also live in nourishment. It can be seen, to a particular specialty or a few specialties to form a strong advantage of the company's core competitiveness, to make outstanding, influential case out, will be favored by many customers, and from then on to a steady stream of business by the customer to come to the door of the happiness of the express train. 2, focus on industry services into an authority. Chairman Mao said: focus on the troops to win the war. In fact, the advertising and planning company is not the case. However, I see a lot of advertising companies, planning companies, design companies and other intellectual companies, they do not have a main feature or advantage, and there is no fixed, advantageous industry services, so the business is "colorful", for example, the day before yesterday to do a drug leaflet, yesterday to engage in a bathroom album, the day after tomorrow there is a single cosmetics to do. A single cosmetic to do, and even downstairs restaurant menu design has become a CASE ...... anything to do, but anything can be done very quickly, and the next time the opportunity to do not much. On the surface seems to be very beautiful, in fact, a lot of advertising and planning companies have a hard time with this. Obviously, in the company does not have a better approach and better opportunities, can only be recruited in this way, after all, survival first! Reality is ruthless, but reality can also be changed. In addition to see have a "colorful" business but the days are still not ideal advertising planning company, I also know some people think that some people are very brain-dead, "the road is very narrow" advertising planning company, they generally specialize in serving one or two industries They generally specialize in serving one or two industries, through long-term focused efforts, in-depth to the depths of the industry, really understand the needs of customers and difficulties, and effectively help customers to solve the problem, to obtain the recognition of the majority of customers, and over time to become the industry's advertising and planning authority, so that most of the companies in the industry with which to cooperate, because it has become a guarantee of quality of service, although the cost of cooperation may be higher than the price of the offer of other advertising and planning companies, but the quality of the good! makes the customer omit a lot of trouble, reduce the detour walking, so that the enterprise to achieve better development, in fact, for the enterprise to save more money. Obviously, focusing on an industry, on the surface of the road is very narrow, but some advertising and planning company is so "bent on", but do a good job, is a lot of advertising and planning company did not think of. Because of China's vast territory, many industries, which provides fertile soil for the excellent development of advertising planning company. Facts have proved that if an advertising agency or planning company, there is no absolute national brand execution capabilities, focus on an industry, providing quality services for small and medium-sized enterprises in the industry, is a wise choice. Because in an industry, the really big brands are limited, and small and medium-sized enterprises accounted for more than 95% - for this part of the customer, as long as to provide more than competitors a little better service, over time, will be very popular; if you can do in a certain area or a few aspects of the industry's forefront, such as excellent design, such as the red-hot Planning, such as red-hot exhibitors, and so on, made the industry recognized the highest quality service, and see a good sales effect of the enterprise (whether it is investment or sales), then, this advertising and planning company in the industry's authoritative position will be quickly and effectively established. Obviously, as long as the advertising company to continue to work hard, automatically come to the door of the customer will be a steady stream. In this way, it is difficult to think of a bad business. Therefore, for some of the location or near the concentration of manufacturing advertising planning company, such as the location or the most clothing companies, or the most food companies, or the most sanitary ware companies, or the most furniture companies, or the most solar energy companies, or the most lighting products companies, and so on, in the company does not have enough advantages, the choice to focus on a particular industry, and to enhance the comprehensive strength up to make an all-out effort to become a leader in the industry advertising Planning service providers in the best, and to establish its authoritative position, is the best plan. For such an advertising company, it can focus on design, photography, ordering, exhibitions and other work to make quality, to make a sensational effect, so that people in the industry are heard. In this way, the company will change the previous business development difficult confusion, business automatically come to the door will no longer be a steady stream of "pie". 3, create industry media into the circle. The method is always more than difficult. If an advertising and planning company did not seize the opportunity of the development of China's overall advertising and planning industry, or did not become like Ye Maozhong such a resounding figure, or did not become Guangdong Province, Guangdong Province, Himalayas, such a large company, in fact, does not mean that the company has lost the development. Of course, make famous organizations do big business in the country or even the world, earn big money (which also has hard work), while the strength of the average, not much famous advertising and planning company can also live a very nourishing life, so that the business continues to come to the doorsteps, step by step, to achieve excellent development, so that the owner and staff are living a good life. For this point, as long as the advertising planning company to continue to work hard, it is fully achievable. Combined with the real situation in China, for example, advertising planning company to create the industry media to obtain the recognition of industry customers, it can easily enter the industry, forming an effective customer circle, and can continue to expand its customer circle. In this way, as long as the media more pragmatic development, industry customers have more help, that business is a steady stream of door to door sooner or later. I have seen some advertising and planning companies to create industry media business to do a red-hot, but also seen some advertising and planning companies have this idea, do a two-phase media, or did not break through the difficulties, still stuck in the middle of the dilemma, did not succeed in climbing up the shore. Obviously, the creation of industry media into the circle is technical. First, there must be a certain economic strength, can continuously support the operation, until the successful flowering; Second, there must be a certain level, whether it is to do industry magazines, or industry newspapers, or industry websites, are required to have a more in-depth understanding of the industry to meet the needs of the market and customers in order to make the industry recognized; Third, there is a need for perseverance, after all, to make a steady flow of business to find the door, not casually! Engage in a few, can be smooth sailing, but through the previous hard work, laying a good foundation, to be bitter sweet, yo, so, to have the perseverance to persevere in their efforts and unhesitatingly go on, so that the daughter-in-law into a granny well! For example, I have seen an advertising company in Fujian, its boss through several years of hard work, found that the advertising industry in Fujian is too fierce competition, and their own advantages are limited, so survival has been very hard. Later, he thought left and right, decided to be quiet, created a shoe network, after all, the company is located in Quanzhou, the shoe industry is developed, and this site is subdivided into a class of shoes to specialize in the content. After more than a year of hard work, the owner of the company told me that his website click-through rate every day there are several thousand, and also a bit of advertising revenue, more importantly, through this website, he has been successful in successively pick up eight customers, and come to consult the negotiation of customers in the successive increase. So, he is very confident about the future development. The sky will not fall pie. When the advertising company with the traditional way can not realize the rapid and successful development of business, should immediately think of change, take the initiative to look for breakthroughs, and it is best to find a breakthrough once and for all or the advantages of the obvious way, and then focus on the realization of the force. In this way, the company's operational development from passive to active, the sky slowly becomes bigger, can fly more freely. Obviously, for some advertising companies, looking for the right industry, take the initiative to create the industry media, the industry's enterprises have become friends and "in-laws", hard work for one or two years, the foundation is solid, the day will be better. Of course, if the advertising and planning company wants to create industry media, it is recommended that the company can be more trends in the industry, business investment, channels, terminal sales and other aspects of more understanding, and then do a solid content, including advertising, design, exhibitions, ordering, dealers, channel development, terminal sales, celebrity endorsements and other aspects. Obviously, these aspects do in-depth do good, industry customers will be more recognized by the media, because this is the majority of corporate customers need. In this way, advertising planning company's future development is still afraid of not good? Facts have proved that: the effort is not worth it, when the efforts of quantitative change to qualitative change, advertising and planning company business will continue to come to the door! 4, the image of the actual experts to attract worship. In major hospitals, expert clinics are the most expensive and overcrowded. Why is this? Because the expert medical skills are more skillful, more experienced, more significant treatment effect, so patients believe in experts, believe the real experts. In fact, advertising, planning, consulting and other intellectual companies, can also be described as a hospital is a doctor, their patients are enterprises are businesses. Moreover, in China, the real experts are respected and admired. So, who can become a real expert? In fact, as long as the people and companies continue to work hard, they can become respected and admired by the real experts. For many advertising companies are no exception. For some advertising companies, when the company's development road is not smooth, it is time to consider how to deal with the bad results of the time. And it's a good choice when it comes to walking the expert image. So, how can we successfully walk the road of expert image? First of all, we need to "expert" this direction of the road for scientific analysis and cognition. In fact, the expert image of the road can be divided into several directions, such as the boss as the core of the individual expert image of the road, or the company as the main body of an excellent service as the core of the company's expert image of the road, and so on, are good expert image of the road. Among them, the boss as the core of the road of personal expert image, the premise is that the boss needs to have a richer marketing planning, advertising design and other practical experience, can talk, can accurately capture the customer's consumer mentality, so as to effectively persuade customers. The company as the main body of the expert image of the road, the need for the company in a certain area or a few aspects of excellent talent, has a wealth of and successful practical experience, informative and customer recognition of the success of the case, and in the service area has a high reputation, and then shape its image and effective dissemination, and ultimately be recognized by the customers in the service area and acceptance. It is important to note that the road to a personal expert image centered on the owner can focus on developing it through professional books, lecture CDs, and real-world articles. To do this, it does require its owner or team to have sufficient practical ability and creative level. For example, professional books, you can write all kinds of theories or experience summarized through the actual combat, in order to be able to write the industry's leading enterprises in the success of the way and their own participation in the course, or write the industry's development trends and considerations, and so on, the creation and publication of such books, a lot of corporate customers is to learn from the use of learning and reference to the significance of the so that, the expert image will be slowly set up, which will be a great help to the company's business expansion and development will have a tremendous impact on the company's subsequent Business expansion and development will be of great help. I know an expert in Beijing, exclaimed his business so much - the first time we met to determine what he was doing in the project up to more than 20 projects, in the talks about the project has nearly 30, in addition to an average of every month there are more than ten new projects to find the door. So much business to the door, how to do? After in-depth communication between the author and the expert, finally found a secret, is that this expert published more monographs, 80% of the customers through its monographs to find the door, the remaining 20% of the customers are introduced to the customers before the cooperation. It can be seen that the publication of professional books on business development is a good choice. At the same time, in addition to publishing professional books, publishing CD-ROMs of speeches and writing practical articles are also helpful to establish the image of experts and better develop business. For the company as the main body of the expert image of the road, in addition to the systematic theory, effective tools, brilliant achievements as the main content as the object of publicity, the same can be used in the form of professional book publishing, so that its expert image more in-depth customer heart. For example, a large advertising company in Guangdong Province, Guangdong Province, in the name of the company's theories, cases as the main content of the book publication, thus more effectively consolidate its position as China's number one local advertising agency, the development of business is also extremely helpful. Because such books published, on the one hand, is to sum up the company's past labor, will be practical experience, good methods to form a useful theory, conducive to the future operation, on the other hand, is also an effective means of publicity, and to some customers to produce shocking effect. This can be said to kill two birds with one stone. From the above, it can be seen that the establishment of an expert image of the development of business is very helpful. Among them, for advertising and planning company, as long as there is confidence and perseverance, continuous efforts, can become a real expert, highly recognized and praised by customers. Once this is achieved, then a steady stream of business coming to you will become a reality. At that time, you will be surprised to find: the original world is really beautiful! 5. Advertising Achievement Star Service Providers. To become an expert or expert individuals and companies is required a certain talent and level, and the time to achieve may also need to be stretched a little longer, to do the work may also be a little more. After all, each of the Eight Immortals has its own way of doing things! Obviously, in addition to the above four ways to make advertising, planning, public relations, design, consulting and other intellectual companies effectively get rid of its survival and development of the plight of the magical transformation of the life of a very dashing and nourishing, there are many other ways to make the intellectual companies to achieve a steady flow of business to the door to ensure that the company develops more beautiful. For example, becoming a star service provider through advertising communications is a fast, effective and money-saving way. Advertising, planning and other intellectual companies, every now and then to help customers advertising, but has it ever been on their own advertising? Yes, but not much. Like Ye Maozhong planning agency often in high-grade magazines such as major aviation magazines for advertising, Beijing future advertising company to take advantage of the media in the CCTV advertising ...... These are familiar to everyone, is also considered a "giant" type of advertising and planning enterprises. Then, some small and medium-sized advertising, planning, consulting and other intellectual companies have their own advertising? There are, but very few. Obviously, advertising, planning and other intellectual companies often help their clients to advertise, but few of them have their own media communication. In fact, it is also because of China's vast territory, manufacturing and sales enterprises, advertising and planning and other intellectual companies, although the competition is fierce, but caused by information asymmetry, resulting in a lot of advertising in the media for a longer period of time in the intellectual companies are more likely to get the business, and did not advertise the intellectual companies allow customer service personnel how to exhaust the rhetoric of their own company how good how bad, how solid, how well service is in place. How solid, how the service is in place, customers just refuse to believe that they are not willing to cooperate. Why is this? This is the cause of information asymmetry. I have been working in the corporate market for several years, plus a few years in the wisdom of the company's work is also spent in the first line of the market, so add up to the first line of the market in the enterprise more than ten years of practical work, the situation of the enterprise can be said to know very well - in fact, many companies need all kinds of wisdom services. However, the vast majority of enterprises do not know much about the Chi industry companies, and at the same time, they are afraid of spending money to do no good ...... because of information asymmetry and scruples, so the Chi industry companies in the media have been spread many times have become a lot of corporate clients to actively seek and negotiate with the object - After all, they have been in the magazines and magazines, and they have been in the market for more than a decade. -After all, they have been in the magazine on the newspaper, and even on television, giving people the feeling is different, very powerful ah. This is the inner words of many enterprises. And for the dissemination of wisdom without advertising companies, because they do not know each other, do not understand, so that the information is not smooth and asymmetric, so you want to get a one-time recognition of customers and cooperation in today's society is more and more difficult, after all, the wisdom of the company mixed, corporate customers more than one mind is also normal. Obviously, like some advertising, planning, consulting and other intellectual companies, in order to ensure the creation and implementation of the ability to ensure that the premise of the standard, it is necessary to carry out a certain amount of advertising and dissemination of their own. In this way, the company not only business development is no longer difficult, and even through sustained efforts to turn themselves into a star service provider, that the subsequent constant stream of customers to find cooperation is not uncommon. So, advertising, planning and other intellectual companies how to advertise and spread to achieve the best results? In fact, advertising, planning and other intellectual companies to take advertising and communication strategy for image building and business development is to be determined according to their own circumstances. Generally speaking, the advertising communication of the intellectual property company can be simply divided into two categories, one is based on television such as CCTV, aviation magazines such as "Civil Aviation of China", advertising magazines such as "China Advertising", marketing magazines such as "Sales and Marketing", marketing websites such as the China Marketing Communications Network and the global brand network based on national, industry-wide advertising communication, to develop the country's various types of business; the other is based on industry media advertising. Advertising, such as the solar industry can choose in the "China Solar Industry Information", "in the Rui media solar marketing", "solar energy information" and other media, such as the furniture industry can choose in the "Asia-Pacific Furniture", "Furniture Mainstream" and other media. As can be seen from the above, for the theoretical and practical strength, able to national combat and service of the Chi industry company, you can choose the former category of media for continuous placement. For ordinary advertising and planning company, the author suggests to select the service industry, advertising in the industry media, will be more effective. As far as I know, such as Zhejiang has an advertising company in an industry magazine for a long period of advertising (in fact, did not spend much money, because the industry media advertising charges are generally not high, coupled with a long period of time, and discounts, so the breakdown is very little money), a year can be with hundreds of customers for services. Of course, their services are mostly graphic design, three-dimensional design, exhibition investment, ordering, etc., technology is not particularly high. However, from a company's point of view, there are so many customers, the company's revenue is completely able to be guaranteed - this is more than ordinary advertising and planning company in order to survive and beg for customers, but fewer services to dozens of hundreds of times stronger ah! Facts have proved: the wisdom of the company's bold planning for their own image, and then effective advertising and lasting dissemination, is to help the company's comprehensive and rapid development. Obviously, for some advertising planning company with a certain strength, it is difficult to find a breakthrough in the development of the situation, the choice of advertising to achieve the star service provider is a trouble-free, effective, money-saving new way of development. Look at some of the advertising planning company has been successful to know that this approach without much technical content, in many advertising planning company has not acted before the courageous action, walk in front of competitors, naturally, will be given preferential treatment from heaven. Therefore, advertising, planning, consulting and other intellectual companies if you are ready to take this path, you must act quickly to take the lead. Otherwise, when everyone surges forward, the competition will be more direct and fierce, and it will be unwise to follow up. Obviously, go to the forefront in order to effectively establish its image, to determine its position, ten to make a steady stream of business to the door! Third, let the poor business development and operational difficulties to hell as the saying goes: take a step back, the sea is wide open. For advertising, planning, design, public relations, consulting and other intellectual companies, in the business development is not smooth, the company operates a difficult time, a bold change in thinking, change its approach, often can get unexpected results, and even turn the tide, a fly, to achieve happy, happy development. In fact, many real and successful cases have been in front of us. Obviously, business development difficult advertising, planning, consulting and other intellectual companies, not only do not be afraid, but also to get excited, and comprehensively analyze their own strengths and weaknesses, decisive reforms, and strive to take a better approach to business development, and quickly put the nightmare thrown to competitors, so that the business development of the poor and difficult operation of the early ghost to go ... ... ...and step by step, realize a brand new development. This is a pragmatic and sensible approach.