1. New revolution in brand marketing: Beyond advertising

Beyond advertising

- New revolution in brand marketing

Segmentation from the advertising industry The emerging public relations, interactive marketing, and customer relationship management, together with advertising, welcome the advent of the integrated marketing era

Many people have had this experience. An email they received one day showed: Click on the following link, and you will Get a free Apple iPod. Your eyes lit up and you were tempted.

Next, you are told that you only need three steps to get an iPod: in the first step, you fill in your personal information; in the second step, you are asked to fill in at least 5 email addresses of these 5 friends. You will receive the same email immediately; in the last step, you are told that you also need to purchase a software, service or accessory that matches the Ipod. You complained, this kind of stuff should be free. Then you see the price - "$35"!

This is enough to make you give up. As an ordinary Chinese, you probably don’t have the US dollar credit card needed to complete the transaction; maybe you won’t think of this as an advertising act, but from the perspective of brand communication, Apple knows at least 6 possible changes to the iPod Email from interested parties. Thinking about the recent "most awesome female secretary incident in history", the power of email communication is quite powerful.

The technician will tell you that the personal information you fill in including music preferences, email address, and even your IP address will be automatically entered into Apple’s database. If you fill in a fake email address, the database will There will also be records. Then it can even track your surfing history, such as which websites you visited before and after, and what you downloaded. All feedback information generated will be classified and analyzed in the company's database.

It is no longer possible to regard all of this as simple brand communication behavior. Through interaction and tracking with consumers, new communication methods can identify and reach the target audience more accurately than traditional advertising, and at the same time, Complete market research efficiently. Moreover, the cost of the above business activities is extremely low: a database software can do it.

New communication methods, interaction, and precise arrival are the new characteristics of advertising and marketing behavior after entering the new century.

New advertising methods

The Internet, mobile phones, and the sudden emergence of outdoor media - in this era of increasingly diverse and segmented communication methods, all advertising practitioners are thinking about: What is more communicable today?

If you put together the LOGOs that appeared in the 2005 hit movie "A World Without Thieves", you can build a background wall for sports event conferences, although people are not sure why advertisers would buy this. This is not so much "product placement" as it is "cramming" advertising.

The masters of the perfect artistic combination of film and television, the Internet and advertising include BMW and TBWA Li Daiai Advertising Company. As early as 2001, TBWA Li Daiai helped BMW plan an "advertising" event that was unprecedented. They invited eight top Hollywood directors and actors including Ang Lee and John Woo to shoot a series of short films. These short films integrated the outstanding performance of BMW cars into masterful storylines and were released through the Internet. For a time, car fans and movie fans around the world flocked to the "www.bmwfilm.com" website. Among them, "Hostage" directed by John Woo won the "Best Action Short Film" award at the Los Angeles International Film Festival. In June 2003, the BMW series of short plays was permanently collected by the Museum of Modern Art.

According to Ge Jingdong, deputy general manager of the advertising sales department of Sina.com, Nike is also a company that left a deep impression on him and has unique insights into the "grassroots culture" of the Internet as a brand communication tool. “They do not regard the Internet as an extension of traditional media, unlike others who just move advertisements from mass media to the Internet.” Ge Jingdong said, “Nike does completely different brand promotion based on the characteristics of Internet communication.

”

In mid-2002, Ge himself negotiated his first business deal with Nike—the naming of Sina Sports Channel. The two parties have been cooperating for nearly 4 years now, and Nike’s advertising amount for Sina exceeds 10 million yuan. The largest online sports shoe community "I'm a Shoe Crazy" sponsored by Nike is on the Sina website. Its creative source and prototype was just a forum in 2004, when Sina launched the online interactive tool "Sina Graffiti". Ge found Nike, and Nike immediately launched a promotion activity: letting netizens pick up the mouse and freely doodle on the blank Nike shoe patterns according to their own creativity. Later, several of the creative ideas fed back by netizens became actual products launched by Nike. , one of which features a messy camouflage pattern with a skull

“What’s powerful is journalistic fact. "This sentence is often interpreted not by the press but by the advertising industry. In April 2003, Toyota Motor and Japan's Dentsu Advertising Group jointly launched the "VIOS" 5-minute TV commercial "Vios New Style", which was the first time that advertising was used as the excuse. "Event marketing". Before the filming of "Vios New Style" started, the hype surrounding the commercial director Zhang Yimou and the image spokesperson Daniel Wu began. Many media who paid attention to the advertising shooting became free communicators of Vios. Finally, this out-of-print advertisement. He made his first and last appearance on CCTV prime time on April 10, 2003. "The filming of the commercial attracted more attention than the commercial itself. ” commented a media outlet.

“Super Girl”, which was more successful in gaining public participation in 2005, will surely be recorded in the history of Chinese advertising as a classic of “event marketing”. Mengniu through “Super Girl” With the success of Super Girl, there is a rumor in the industry that the sponsor Mengniu Company "had the idea first" and then took the initiative to find Hunan Satellite TV, so that it could be successfully planned. Since "Super Girl", many domestic business owners have allocated a considerable part of their advertising budgets. It was transferred to activities, public relations, experiential marketing, etc. It is said that Mengniu Chairman Niu Gensheng once patted his thigh and regretted: If he had known it, he would not have bothered to compete with Yili Milk for the CCTV advertising title two years ago.

“It is no longer feasible to rely solely on traditional media for brand promotion. No one is so stupid now, and they will definitely combine other methods to diversify marketing communications. Shen Hong, deputy general manager of Beijing Heli Sunshine Advertising Company, who has worked for Saatchi & Saatchi, Grey, JWT and other 4A advertising companies, said, "Traditional advertising involves spending money to buy media time or space, but now more The most important thing is how to contact consumers. ”

“An era beyond advertising has really arrived. "In November 2005, Zhang Huixin, editor-in-chief of "China Advertising" magazine, wrote in an article titled "Beyond the Era of Advertising and Our Response": "We are fortunate or unfortunate to be in the background of great changes in advertising. Brand communication effectively breaks away from the narrow concept of traditional advertising and goes straight into the terminal, public relations, activities and events and other fields. "

Changes in the Communication Environment

Former U.S. President Franklin Roosevelt once said: "If I could choose my life again, I might first consider advertising as my lifelong career. Because it combines true imagination with an in-depth study of popular psychology. "For more than half a century since its birth, advertising creativity has been considered one of the few professions on the planet that allows you to live in your imagination without lack of money.

But today, the big players in this industry Whether most people can still find this feeling is a question. “The focus of advertising communication is shifting downwards. The avant-garde, refined and artistic creative concepts that were previously advocated in the advertising industry have now become a kind of self-entertainment in a small circle. Self-pleasure and self-admiration. " Wang Kaibo, Research Manager of CCTV Market Research Media Strategy Department, said, "More and more advertising creatives are beginning to take the mass communication route and actively seek communication points with the general public. ”

This has re-emphasized the original “information dissemination” function of advertising, and the advertising industry’s obsession with creative advertising has also weakened. This was once unimaginable.

Let us review the development of the advertising industry. Since the mid-20th century, the function of advertising has been upgraded from publishing sales information and short-term promotions to helping to build long-term brand images. "Creativity is king" has made the advertising industry a business A profession in the world that exudes romance and transcendence. Whether it is in David Ogilvy's "Confessions of an Advertising Man" or Leo Burnett's countless famous quotes, what people read is creativity, creativity, creativity.

Before the start of the industrial revolution in the 19th century, advertising could be seen as a shout or a sign on a shop roof; at the beginning of the 20th century, mankind entered the era of mass communication dominated by radio; later, it was inserted into TV programs Advertising has become the king of the advertising industry, and the advertising industry has also become one of the most economically influential industries in the last century. American economic historian David Porter said: "Advertising dominates the media. It is one of the few industries that plays a role in social control."

The word "advertising" in English Derived from Latin, its original meaning is to announce and attract attention, including the meaning of inducing and revealing information, and does not necessarily mean through mass media. But in the "golden age" of advertising, it used the strong influence of mass media such as television and newspapers to spread to the largest audience. Advertising proved to be the most effective method of brand building and the driving force for new product penetration. At the same time, the business model in which advertisers pay advertising agency fees to advertising companies, and advertising companies purchase time slots or pages from mass media such as television and newspapers, and put their own creative works into the media has also been operating stably for more than half a century. British historian and essayist Thomas Macaulay said, "Advertising is to commerce what steam is to industry. It is the only driving force. No one except the mint can make money without advertising."

After the 1980s, Chinese people were exposed to advertising through television, which uniformly praised product quality. Ten years later, Chinese people began to see more and more brand image advertisements. Beer advertisements do not mention taste, nutritional value or selling price, but only play shocking music and lively dancing young people, and people will consume it for a lifestyle. This advertising symbol creates the illusion that public attention can be drawn to a company and brand not because of the merits of the product, nor because of your actual needs, but because of the needs and desires created by the advertising itself. and on the products or services it may provide.

But now things are changing - advertising is being forced to become "narrow advertising".

Today, the extreme saturation of advertising, the diversification of consumption needs of social groups, and the segmentation of communication media have made the promotion of new products more and more complex. The mass media that people have access to include at least more than 50 TV channels and radio stations, dozens of newspapers and hundreds of magazines. Companies have to advertise on multiple media to maintain coverage of advertising information, and advertising costs are becoming more and more expensive. .

In the new environment, the effectiveness of advertising is becoming increasingly uncertain. "It used to be a big lake, and you could definitely catch fish if you cast your net. Now it has become many small lakes. You can't just cast your net and wait for the harvest once and for all. You must first find your own lake and then cast your net." Chen Gang, deputy dean of the School of Journalism and Communication and director of the Advertising Department of Peking University, said.

What’s even more frightening is that mass media cannot monopolize consumers’ attention like in the past. 30-second TV ads no longer have such high seductive power. The Internet uses interactivity as a weapon to take away attracted a large number of "eyeballs" in front of the TV screen. In particular, the new generation of people who grew up in the Internet era have long disdained to be led by the TV. They are more proactive, more self-centered, and prefer to take the initiative rather than aimlessly sitting on the sofa with the remote control in hand and waiting to become "couch potatoes". ".

"It is very obvious that the media consumption habit of the new generation is to participate in the media, rather than passively reading and watching the media." Shen Hong pointed out.

Technological evolution brings more power to consumers. Cable pay TV channels without advertisements have become mainstream in developed countries, and the popularization of digital video recorders, the "ad killer", is an extreme example. With this video recorder, viewers can skip TV commercials by pressing the fast-forward button.

Aegis, an independent British ad-buying firm, estimates that global advertisers will waste $35 billion a year by 2010 if the pattern of digital video recorder use continues.

"The client knows that half of the advertising dollars he spends are in vain, but the problem is that he doesn't know where the half is." This proud saying in the advertising industry is no longer absolute. When uncertainties can be surpassed by technology, television and print mass media, which the advertising industry relies on, are no longer the only options. Customers' advertising budgets will be diverted to new media. In 2005, Google's advertising revenue reached US$6 billion. Medler, global CEO of JWT, the world's oldest advertising company, admitted that communication methods have changed. In the past, mass communication was the mainstream, but now interactivity and customization have brought new challenges - how to make brands more interactive with consumers.

Will the current model that has been stabilized over decades in the advertising industry become obsolete? Is there a better form of communication for the brand? The marketing community has never been more skeptical of advertising than it is today.

The era of integrated marketing is coming

In order to resist risks and cope with fierce competition, almost all large advertising companies around the world have been involved in a wave of mergers and acquisitions. After more than 20 years of dazzling capital operations, dozens of world-famous 4A advertising companies have gathered under the umbrella of several super-large advertising groups such as WPP, Omnicom, IPG, Publicis France and Havas. Within the group, several of them use a media buying company, a market research company and a public relations agency to try to use scale to reduce costs and resist pressure from both the media and advertisers. In this wave of consolidation, the fastest growing companies are media buying companies and public relations agencies. Today, media buying companies are the strongest developing segment among the four major businesses of advertising groups (advertising, public relations, media buying, and market research).

“Large 4A advertising companies tend to operate full-service integration. They are like IBM in the IT industry, formulating comprehensive brand solutions for customers, and then integrating image design, exhibitions, graphic design, etc. Some offline businesses such as advertising are subcontracted to professional companies," said Zhang Yanfeng, creative director of Beijing Geshufeng Brand Consulting Company.

Amidst the rattling of business giants, the competition between several major advertising groups no longer focuses on creativity. They are all working hard around how to provide customers with a full range of brand services - advertising is just part of it. Public relations, marketing, brand planning and even product strategy, as long as they are needed by users, they all "move on demand".

As an emerging brand operation method, the value of public relations, which was previously ignored, has been discovered and explored: both advertising companies and customers realize that it is cheaper than advertising.

Philip Kotler, author of "Horizontal Marketing", once called: "I hope companies will shift more funds from advertising to public relations. Advertising is losing the effectiveness it had before. "What is even more sensational is the new book "The Decline of Advertising and the Rise of Public Relations" launched by American marketing guru Al Reese in 2002. The book metaphorically says that advertising and public relations are like the north wind and the sun in the ancient Aesop's fable: When the wind blows, people tend to wrap their coats tightly; while the sun uses its warm rays to make people take off their coats.

But public relations is not always sunny, sometimes it is rainy. In May of this year, China Mobile announced a reduction in phone charges, and also conducted a public relations event for this purpose - holding a press conference. Unexpectedly, there were sharp questions from reporters at the scene. The subsequent media trend frustrated China Mobile: there were overwhelming negative reports questioning whether the price reduction was too small and too late.

Reese's book has caused heated debates in the European and American advertising and public relations circles. Most people believe that it is biased to view advertising and public relations from an either/or perspective. As a public relations person, , Reese's point of view carries a clear stance. People prefer to use the "integrated marketing" communication theory proposed by another marketing guru, Dr. Don Schultz, to explain the evolution that has occurred in the field of brand communication.

Schultz predicted in the 1990s that companies engaged in integrated marketing communications (that is, combining existing communication tools such as advertising, public relations, and promotions) will gain competitive advantages in the future. An online and offline, point-to-face, and various communications The era of integrated communication with a combination of means is coming.

In an era of diversified communication, advertising alone is obviously not enough for brand communication. Original and innovative products themselves have the most powerful communication power. In the 2006 "Top 500 World Brands" list published by a domestic brand research institution, Google and Wal-Mart ranked first and second. Apple's iPod player is becoming popular around the world through the media of online blogs. It is associated with Starbucks, Linux, etc., people were suddenly surprised to find that these familiar brands rarely invest in advertising.

"If the advertising industry is not limited to buying media, the advertising company is still an advertising company, but it is already operating many activities beyond the traditional definition of advertising." Shen Hong said, " Advertising and public relations are both means, and their functions are to build and spread the brand.”

After the client’s advertising investment is diverted to public relations, exhibitions, and activities, the so-called integrated marketing behavior is formed. Wang Kaibo believes that in integrated marketing, "integration" is the purpose and "integration" is the process. Various resources are organized with the brand as the core. Advertising, public relations, and offline direct sales cooperate with each other to form a synergy, which is integrated marketing. She believes that there is still a big gap between domestic companies in the final step of forming a "combination". For example, a beverage company once launched a large-scale advertisement to promote its new product in a certain province, but its own channels did not distribute the goods locally at all. .

"Every marketing form takes a long time to mature." Su Ye, international client management partner of Shanghai Ogilvy Advertising, believes that public relations, interactive marketing, customer relationship management, etc. are all advertising industry Segmented products are just labeled differently by everyone. Even advertising in a narrow sense is still the fastest and most direct way for companies to convey brand information. She said: "Advertising will not die, you can't lack information."

2. The unspoken rules of the advertising industry and monopoly operations must be standardized

Enterprises need to publicize, and the media needs to make money. This is understandable. Business transactions, in the advertising industry in Jinan, Shandong Province, are currently interpreting too many unspoken rules of the industry. Regarding this "advertising hegemony" from media groups, some people in the business community angrily expressed their opinions. Should the media set rules for companies, or should the government set new rules for advertisers?

"Advertising hegemony" has caused enterprises to complain

Recently, a manager of a company engaged in new energy development in Jinan looked puzzled. She said: "In the past, when we advertised in a city, we could We choose the media at will, but now we are encountering a lot of troubles. Sometimes the advertisements we prepared were rejected by newspapers because we had recently advertised in another media in the same city.”

It is understood that, The company encountered this trouble because it violated the unspoken rules of the advertising industry and was "blocked" by the media. This kind of advertising "blocking" behavior from the media is extremely overbearing, and even some powerful corporate groups have suffered greatly from it.

A real estate tycoon in Shandong told his story. Once, before developing a project, this real estate company wanted to advertise in three media outlets in Jinan, the provincial capital, at the same time, but one of the media outlets categorically told its business manager that you must give me an absolute page ratio, otherwise don't do it. The business manager valued this media very much and proposed spending millions of dollars in advertising on this media. The media still refused and said: "It doesn't matter if your company doesn't do something, we have to establish rules." In the end, the company did not advertise in this media.

According to industry insiders, competition in the advertising industry is becoming more intense in the fields of home appliances, automobiles, medical care, and health care products. Some powerful media have even proposed exclusive advertising rights. Some business people said angrily: “This is an obvious hegemonic clause in business negotiations, a form of ‘hegemonism’ in the advertising industry, and a typical example of unfair competition.

"Some media are even so overbearing that if you advertise in other media, I will block you and find problems to expose you. A manager in the real estate consulting industry in Jinan believes that the marketing scope of products is different, and the media chosen It is also different. If you want to sell products in the Jinan market but choose a media that covers the whole province to advertise, it is a waste of resources.

False advertising and "random evaluation" will ruin the media image

and. "Advertising hegemony" is accompanied by some false advertisements and "random evaluations" in the industry. These violations not only make companies dissatisfied and harm the rights and interests of consumers, but also damage the image of the media. In fact, the State Administration for Industry and Commerce, the Ministry of Construction and other ministries and commissions. As early as 2002, they made it clear that they would be resolutely stopped, but these phenomena are still common in the real estate market in various places, causing chaos in the real estate market.

Deputy Director of the Housing and Real Estate Industry Department of the Shandong Provincial Department of Construction. Liu Chunzang believes that the most obvious reasons for the chaos in the real estate market are false propaganda and "random appraisals". As long as the money is paid, the renovated properties in old villages with incomplete procedures can be advertised; they are inferior buildings without any supporting facilities. "Also known as "famous listings." These practices are an abuse of the credibility of the media. In recent years, some real estate intermediary organizations have cleverly set up projects, determined industry evaluation projects, standards and methods without authorization, and dubbed companies "famous listings" and "famous listings". False names such as "famous buildings" and even evaluation of real estate properties based on the amount of payment directly mislead consumers. Currently, complaints about real estate are increasing rapidly. In 2005, the Consumers Association of Shandong Province alone received complaints about real estate. There were 1,895 complaints about false advertising.

According to some business sources, even at some national housing exhibitions, most of the awards are priced privately, and some companies are willing to spend a lot of money. A thousand or even hundreds of thousands of dollars is paid for a prize, and it is considered a sign, but they know very well the value of these prizes.

How can the government regulatory authorities be so merciful?

It is understood that, Genuine brand real estate developers are deeply abhorred by the above false advertising and "random evaluation" phenomena. A manager of a company engaged in steel structure management in Shandong believes that media advertising is market behavior and should be subject to relevant national policies and regulations and needs to be implemented by government departments. Rectify and standardize. At the same time, the media should bear corresponding responsibilities for the healthy development of the industry, and advertising must be authentic and authoritative. The media has the right to supervise the development of the industry, but it should also consciously accept the supervision of society.

Liu Chunzang believes that the media is a good publicity platform for enterprises. Some of the current problems in the advertising business are purely the personal behaviors of some managers and do not represent the mainstream of the entire newspaper industry, but they affect The image of the entire newspaper industry is to "block" enterprises at every turn, which is essentially a monopoly. The advertising industry needs competition, but the purpose of competition should be win-win. To paraphrase the advertising slogan, "Everyone is really good." ". The phenomenon of monopoly management exists in many big cities across the country. Some media even openly accuse each other, which seems too petty.

In response to these adverse phenomena, administrative departments in some places have excused themselves by citing lack of manpower and weak supervision, while other places have begun to take action. For example, the relevant administrative departments of Shandong Province have recognized the harmfulness of "advertising hegemony" and have begun to take measures to rectify it. Sources from the Shandong Provincial Department of Construction said that the first housing industry expo will be held in the name of the government in the near future to guide the real estate industry with the help of authoritative departments. This event is not for profit. During the period, it will cooperate with industrial and commercial departments to strengthen the supervision of real estate advertising and regulate intermediary activities such as real estate trade fairs. Wu Ying, deputy director of the Shandong Provincial Department of Construction, believes that false advertisements are driving up housing prices, and the construction authorities will take this opportunity to "rectify the source", seriously investigate and deal with illegal activities in real estate development, and promote the healthy development of the real estate industry.

3. Outdoor media also talks about innovation

“Media innovation” has been a key word in the advertising industry for several years. Media innovation not only refers to new media developed with new materials and new technologies, but also includes innovative ideas in media operations, media planning, and communication effects.

I remember that in the past few years, many advertising companies changed their signatures from "**Advertising" to "**Communications", and changed "Media Planning" to "Communication Planning" when making plans. Change "media consumption" to "media investment", and then to "media is strategy, media is creativity" advocated by today's "Media Method". These small changes are quietly witnessing the development and innovation of media, and they are also confirming the changes in consumer lifestyles and lifestyles. Creative new media and new media creativity have made advertising communication strategic, tactical and creative. At this time, the media is no longer the original "megaphone", but more like an "amplifier" for communication, The effect of communication is fully amplified and precise.

Outdoor media is an important member of the media family. It has maintained rapid growth in recent years and continues to innovate. From flat outdoor to three-dimensional outdoor, from static outdoor to mobile outdoor, from traditional three-sided flipping to rolling light boxes, as well as in-building TVs, outdoor LEDs, even bicycle team advertisements on the streets, projection advertisements at night, etc., outdoor Advertising is becoming rich, diverse and segmented.

The forms of outdoor media are innovating, materials are innovating, and technology is also innovating. More importantly, the operation concept should also be innovated, because new operation concepts are the source of media innovation, for example, " The idea of ??"harmonious outdoor" comes from the characteristic relationship between urban landscape and outdoor media, and the concept of harmonious outdoor has spawned many artistic media. It not only integrates with the surrounding atmosphere, beautifies the urban environment, but also makes consumers very happy. accepted the advertising information and enhanced the advertiser's brand value. Media innovations like this not only improve advertising effectiveness, but also increase media value and provide new profit opportunities for the entire industry.

As the keyword of the outdoor industry in 2005 - "Wal-Mart of outdoor media", it is an innovative move of Dayu Weiye Advertising Group in the outdoor industry. It also aims to enhance the media value of the entire industry and provide benefits to the entire industry. The industry offers new profit opportunities.

In 2005, Dayu Weiye Advertising Group, which has long been committed to outdoor media operations, based on its national network and huge resource integration advantages, combined with the needs of media owners and advertisers, pioneered the launch of " With the new operating model as the core of "big purchase, big sales, 100% utilization of outdoor media resources", we will create a "Walmart of outdoor media", build an "outdoor media ready-to-sell system", and use internationally advanced outdoor media data analysis software and nationwide execution The network provides a super sales platform for media owners and scientific, systematic, timely and flexible outdoor media solutions for advertisers.

For the entire outdoor advertising industry, the "Wal-Mart of Outdoor Media" will enable more customers to choose outdoor advertising, allowing the media in the entire industry to play a greater role; it will also promote cooperation between the majority of media owners and advertising agencies. We hope to win-win cooperation and jointly conduct better management of outdoor media. And with the popularization of Dayu Weiye's "Wal-Mart" model, it will surely drive the healthy and rapid development of the entire outdoor industry.

At present, Dayu Weiye Advertising Group has set up offices in nearly 60 cities across the country and spent huge sums of money to develop the "Outdoor Media Wal-Mart" database software system. This innovative outdoor media operation model was officially launched in 2005 by Dayu Weiye after nearly a year of conception, market research, and expert demonstration in 2004. It is based on its many years of advantages in the outdoor advertising industry. In actual operation, Dayu Weiye's strong outdoor advantages provide the most powerful motivation and guarantee for the healthy development of this model, and have been recognized by many customers and supported by the majority of media owners.

Dayu Weiye's "Wal-Mart" business model is a major innovation in outdoor media operation concepts. It should be said that it not only provides an innovative idea for China's outdoor advertising industry, but also provides a healthy and rapid development path. .

4. Advertising AE upgrade system background chapter - Advertising is a hero in troubled times

Upgrade background

Lin Kai, a vocational high school student majoring in tourism, is 26 years old, smart and smart. She is beautiful, generous, and sociable. She has been working as an advertising AE for three years. Before entering the advertising industry, she was a salesperson in a women's clothing store in Guangzhou. By chance, she moved to a film and television advertising company to work as a client AE. The results of three years of hard work have been remarkable. We have established fixed business relationships with three nationally-selling pharmaceutical companies, a well-known local cosmetics company, and a daily chemical company in Guangzhou. We have become the regional advertising general agent of five companies and can complete 400 sales every year. About 10,000 advertising orders. Because of his company's unique advertising media resources, an order of 4 million can create a profit of about 1 million to 1.2 million. In a small advertisement with 12 people, he has undoubtedly become the company's "star AE". The boss is very interested in Lin Xiao's profits. Contributions are greatly appreciated. Colleagues have mixed feelings about him. On the one hand: Lin Xiao's performance is indeed respected; on the other hand: Lin Xiao's customer resources make colleagues in the company jealous. How can a little girl without any professional background get orders from customers every year? With a commission of nearly 300,000 yuan, the rumor of "women's original trading method" spread in the company. Lin Xiao is not planning to change jobs now, because the media resource integration capabilities of other competing companies cannot catch up with the current company, and the greatest possibility of changing jobs will directly lead to the loss of customers. On the other hand, Lin Xiao's daily work mainly revolves around five major customers, and he has no time to develop new customers. If he continues to develop in the long term, he will definitely not have good results. The marketing director of the pharmaceutical company in the northeast has just been replaced. The new fat director never communicated directly with Lin Xiao. When he was singing in the KTV private room last time, the fat man touched Lin Xiao's butt hard. Lin Xiao was so frightened that she never dared to sign the order for October. Under internal and external difficulties, Lin Xiao, who looked tired, asked me to give her some good advice.

Li Hao, male, 29 years old, my best friend, general manager of Shenfeng Newspaper Advertising Co., Ltd., graduated in marketing. I have been engaged in the advertising industry for nine years. When I was in school, I started working in the fashionable industry at that time. I have a cheerful and straightforward personality and can talk well. His circle of friends defined him as having two legs that can't run fast, a mouth that can't stop talking, and a natural talent for marketing and advertising. As a result, he won the trust and appreciation of his clients. Clients notified him to participate in various occasions, and he became their PR Mr. Before October 2002, I was the account director of a newspaper advertising company, with an annual performance of around RMB 8 million. I fell out with my boss because of commissions, so I roped in a group of brothers to set up a separate business. Things are still going well on the surface, but they have been complaining to me recently: My previous clients called me brothers and promised to support me in business after I opened an advertising agency. But now I don’t know why, the previous recruitment is not working. In 2003, my orders were only 350. Ten thousand, excluding the company's administrative expenses, I can't earn a penny. There are fewer and fewer regular customers, and now I have no passion for contacting customers. On the one hand, I have to distract myself from managing the company; on the other hand, as a company boss, I still go around to contact customers as before, which seems inconsistent with my identity. , I must give him some advice.

Huang Bin graduated from Yingmiao in 2002, majoring in business administration. Since he could not find a suitable job, he worked as a customer representative in a design and production company of my friend. He worked for half a year and made no achievements in performance. , but my friend himself agrees that the business prospects are promising, and he has relatively close professional interpersonal relationships