Chaoyue advertisement
-A new revolution in brand marketing
Public relations, interactive marketing and customer relationship management, which are subdivided from advertising, welcome the arrival of integrated marketing era together with advertising.
Many people have this experience. One day, they received an email that said: Click the link below and you will get an Apple iPod for free. You shine at the moment and are tempted.
Next, you are told that you can get the iPod in three steps: first, you fill in your personal information; Step 2, ask you to fill in at least five email addresses, and these five friends will receive the same email immediately; Finally, you are told that you also need to buy a software, service or accessory to match the Ipod. You complain that this kind of thing should be free. Then look at the price-"35 yuan"!
That's enough to make you give up. As an ordinary China person, you may not have the US dollar credit card needed to complete the transaction. You may not think this is an advertising behavior, but from the perspective of brand communication, Apple knows the emails of at least six people who may be interested in iPod. Think about the recent "the greatest female secretary incident in history", and the power of email communication is still quite great.
Technicians will tell you that your personal information, email address and even your IP address will be automatically entered into Apple's database. If you fill in a fake email address, it will be recorded in the database. Then, it can even track your surfing history, such as which websites you visited and what you downloaded. All the feedback information will be classified and analyzed in the company's database.
All this can no longer be regarded as a simple brand communication behavior. Through the interaction and tracking with consumers, the new communication mode can identify and reach the target audience more accurately than traditional advertisements, and at the same time complete market research efficiently. Moreover, the cost of the above commercial activities is extremely low: a database software can do it.
New means of communication, interactive mode and accurate arrival are the new characteristics of advertising marketing behavior after entering the new century.
New advertising methods
The internet, mobile phones and outdoor media have suddenly appeared-in this era of more and more diversified and diversified means of communication, all advertising practitioners are thinking: What is more powerful today?
If the LOGO in the popular movie "world without thieves" in 2005 are put together, a background wall of sports events can be built, although it is not clear why advertisers buy this kind of "cramming" advertisement instead of "product placement".
Masterpieces that combine film, television, internet and advertising perfectly include BMW and TBWA Li Daiai Advertising Company. As early as 200 1, TBWA Li Daiai helped BMW plan an "advertising" behavior, and they invited eight top Hollywood directors and actors, including Ang Lee and John Woo, to shoot a series of short films. These short films incorporated BMW's outstanding performance into the main storyline, and were released through the Internet. For a time, fans all over 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 American Museum of Modern Art..
In the view of Ge Jingdong, deputy general manager of Sina. Com advertising sales department, 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 don't 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 a completely different brand promotion according to the characteristics of Internet communication."
In mid-2002, Ge personally negotiated the title of Sina Sports Channel with Nike, which was the first business. Up to now, the cooperation between the two parties has been nearly four years, and the amount of advertisements placed by Nike on Sina every year exceeds 6.5438+million yuan. On Sina's website, there is an online sports shoes comprehensive community sponsored by Nike, "I am crazy about shoes", and its creative source and prototype are just a forum. In 2004, Sina launched the online interactive tool "Sina Graffiti". Ge found Nike, and Nike immediately made a promotion activity: let netizens pick up the mouse and scribble freely on blank Nike shoes according to their own creativity. Later, several ideas fed back by netizens became Nike's real products, one of which was a messy disguise with a skull.
"What is powerful is the news facts." It is often not the press but the advertising industry that interprets this sentence. In April 2003, Toyota cooperated with Dentsu Advertising Group to launch "VIOS VIOS" and "VIOS New Style" in a five-minute TV advertisement, which was an event marketing based on advertising. "VIOS Fresh Wind" hasn't started shooting yet, and the hype surrounding the commercial director Zhang Yimou and the image spokesperson Daniel Wu has already started. Many media that pay attention to advertising shooting have also become free communicators of VIOS. Finally, this out-of-print advertisement made its first and last appearance in CCTV prime time on April, 2003 10. "Advertising is more eye-catching than advertising itself." A media commented.
In 2005, the "Super Girl", which won the participation of the whole people more successfully, will surely go down in the history of China advertising as a classic of "event marketing". Mengniu gained fame and fortune through the "super girl" activity, and the appearance of super girl was widely rumored by the industry that the sponsor Mengniu Company "had an idea first" and then took the initiative to find Hunan Satellite TV to plan successfully. Since "Super Girl", many domestic business owners have transferred a considerable part of their advertising budget to activities, public relations and experiential marketing. It is said that Niu Gensheng, chairman of Mengniu, patted his thigh after "Super Girl" and regretted not bothering to compete with Yili Milk for the title of CCTV advertisement two years ago.
"It is no longer feasible to rely solely on the brand promotion of traditional media. No one is so stupid now, and we will definitely combine other ways to do diversified marketing communication. " Shen Hong, deputy general manager of Beijing Heli Sunshine Advertising Co., Ltd., who has worked in many 4A advertising companies such as Shi Sheng Great Wall, Jingxin and Zhiwei Thomson, said, "Traditional advertising is to spend money on media time or space, and now it is more about how to contact consumers."
"An era beyond advertising has really arrived." On June 5438+065438+ 10, 2005, Zhang Huixin, the editor-in-chief of China Advertising magazine, wrote in an article entitled "Beyond the era of advertising and our response": "Fortunately or unfortunately, we are in the context of great advertising changes, and brand communication has effectively got rid of the narrow concept of traditional advertising and entered the fields of terminals, public relations, activities and events."
Changes in communication environment
Former US President franklin roosevelt once said, "If I could choose my life again, I might first consider advertising as my lifelong career. Because it can combine real imagination with in-depth study of human psychology. " Since its birth more than half a century ago, advertising creativity has always been regarded as one of the few professions on this planet that allows you to live in your imagination and is not short of money.
But it is a question whether most people in this industry can still find this feeling today. "The focus of advertising communication is moving down. The pioneering, exquisite and artistic creative concept advocated by the advertising industry in the past has now become a kind of self-entertainment and narcissism in a small circle. " Wang Kaibo, research manager of the Media Strategy Department of CCTV Market Research Department, said, "More and more advertising ideas have begun to take the mass communication route and actively seek communication points with the general public."
This makes the original function of advertising "spreading information" be re-valued, and the obsession of advertising circles with the creative ideas of Yangchun Baixue is also weakening, which was once unimaginable.
Let's review the development of advertising industry. Since the mid-20th century, the function of advertising has been upgraded from publishing sales information and short-term promotion to helping to establish a long-term brand image. Creativity is king, which makes the advertising industry a romantic and detached industry in the business world. Whether in david ogilvy's Confessions of an Advertiser or in many famous sayings by Leo Boehner, people have read about creativity, creativity and creativity.
Before the industrial revolution in the19th century, advertisements could be regarded as the sound or signs sold on the roofs of shops. At the beginning of the 20th century, mankind entered the era of mass communication dominated by broadcasting. Since then, advertising in TV programs has become the king of advertising industry, and advertising industry has also become one of the most economically influential industries in the last century. American economic historian Porter Dixon said: "Advertising dominates the media, and it is one of the few industries that really play a role in social control."
The word "advertisement" in English comes from Latin. Its original meaning is to announce and attract people's attention, which means to induce and expose information, not necessarily through mass media. However, in the "golden age" of advertising, it used the powerful influence of mass media such as television and newspapers to spread to the widest audience, and advertising proved to be the most effective brand building method and the driving force for the penetration of new products. At the same time, advertisers pay advertising agency fees to advertising companies, and advertising companies buy time slots or pages from mass media such as TV, newspapers and magazines, and put their creative works into the media. The business model has also been running steadily for more than half a century. Thomas Macaulay, a British historian and essayist, said: "Advertising is the only driving force of business, just as steam is to industry. No one can make money without advertising except the mint. "
/kloc-After 0/980, people in China were exposed to advertisements through TV, which always praised the quality of products. 10 years later, people in China began to see more and more brand image advertisements. Beer advertisements don't mention taste, nutritional value and price. They only play shocking music and lively dances of young people, and people will consume for a lifestyle. This kind of advertising symbol creates an illusion: it is not because of the advantages of the product, nor because of your actual needs, but because of the needs and desires caused by the advertisement itself, which can attract the public's attention to a company and brand and the products or services it may provide.
But now something has changed-advertising is being forced to become "narrow advertising".
Nowadays, the saturation of advertising, the diversification of social consumption demand and the subdivision of media make the promotion of new products more and more complicated. The mass media accessible to people include at least more than 50 TV channels and radio stations, dozens of newspapers and hundreds of magazines. Enterprises have to put advertisements on multimedia to keep the coverage of advertising information, and the advertising cost is becoming more and more expensive.
In the new environment, the effect of advertising becomes more and more uncertain. "In the past, this was a big lake. You can catch fish by casting a net. Now it has become many small lakes. You can't wait for the harvest once and for all after casting a net. You must first find your own lake and then cast a net. " Chen Gang, deputy dean of the School of Journalism and Communication of Peking University and director of the advertising department, said.
What's even more frightening is that the mass media can't attract consumers' attention monopolistically as in the past. The 30-second TV advertisement is no longer so attractive. The Internet takes interactivity as a sharp weapon and steals a lot of "eyeballs" in front of the TV screen. Especially the new generation who grew up in the Internet age, have long disdained being led by TV. They are more active, more self-centered, and prefer to take the initiative, instead of sitting on the sofa with a remote control and waiting aimlessly for themselves to become "couch potatoes".
"Obviously, 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 has brought more power to consumers. Cable pay TV channels without advertisements have become the mainstream in developed countries, and the popularity of "advertising killer"-digital video recorder is an extreme example. With this video recorder, viewers can press the fast forward button to skip TV commercials. Aegis, an independent British advertising company, estimates that if the model of digital video recorder continues to be used, global advertisers will waste $35 billion annually by 20 10.
"The customer knows that half of the advertising expenses he spends are glistening, but the problem is that he doesn't know where this half is." The victory of the advertising industry is no longer absolute. When the uncertainty can be surpassed by technology, TV and print mass media, which the advertising industry relies on, are no longer the only choices, and the advertising budget of customers will be diverted to new media. In 2005, Google's advertising revenue reached $6 billion. Madler, global CEO of JWT, the world's oldest advertising company, admitted that the communication mode has 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 existing model of advertising industry, which has been stable for decades, become obsolete? Is there a better form of brand communication? The suspicion of advertising in the marketing field has never been so strong as 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 in the world are involved in a wave of mergers and acquisitions. After more than 20 years of dazzling capital operation, dozens of world-renowned 4A advertising companies have gathered under several super-large advertising groups, such as WPP, Omicom, IPG, French Publicis and Hawass. Within the group, some of them use a media buying company, a market research company and a public relations agency to try to reduce costs through scale to cope with the pressure from the media and advertisers. In this wave of integration, media buying companies and public relations agencies are the fastest growing. Today, the media buying company is the strongest of the four major businesses of the advertising group (advertising, public relations, media buying and market research).
"4A's big advertising companies tend to operate full-service integration. Just like IBM in the IT industry, they develop comprehensive brand solutions for customers, and then subcontract some offline businesses such as image design, exhibition and print advertising to professional companies. " Zhang Yanfeng, creative director of Beijing Geshufeng brand consulting company, said.
With the croaking of business giants, the competition among several advertising groups is no longer based on creativity, and they are all working hard around how to provide customers with all-round brand services-advertising is only a part of it. Public relations, marketing, brand planning and even product strategy are "on demand" as long as they are needed by users.
As a new brand operation mode, the value of public relations that was neglected before has been discovered and excavated: advertising companies and customers have realized that it is lower than advertising.
Philip kotler, the author of Horizontal Marketing, once appealed: "I hope that enterprises will shift more funds from advertising to public relations. Advertising is losing its former effectiveness. " Even more sensational is the new book "The Decline of Advertising and the Rise of Public Relations" published by Al Rees, marketing guru, USA in 2002. Metaphorically, advertising and public relations are like the north wind and the sun in Aesop's fables in ancient times: when it is windy, people often wrap their coats tightly; The sun uses its warm light to make people take off their coats.
But public relations is not always the sun, sometimes it rains. In May of this year, China Mobile announced that it would reduce its telephone charges, and for this reason, it also held a public relations activity-a press conference. But I didn't expect reporters to ask sharp questions, and then the wind direction of the media made China Mobile feel depressed: all negative reports questioned that the price cut was too small and too late.
Reese's book has caused a heated debate in the advertising and public relations circles in Europe and America. Most people think that it is biased to look at advertising and public relations from an either-or perspective. As a public relations person, Reese's views have obvious positions. People are more willing to explain the evolution of brand communication field with the communication theory of "integrated marketing" put forward by another marketing guru Dr. Don Schultz. Schultz predicted in 1990' s that those enterprises engaged in integrated marketing communication (that is, combining existing communication tools such as advertising, public relations and promotion) will win competitive advantages in the future, and an era of integrated communication combining online and offline, peer-to-peer and multiple communication means is coming soon.
In an era of diversified communication, it is obviously not enough for brand communication to rely solely on advertising. Original and innovative products have the strongest communication power. In the "Top 500 World Brands" list published by a domestic brand research institute in 2006, Google and Wal-Mart ranked first and second respectively. Through online blogs, Apple's iPod player is becoming popular all over the world. People are suddenly surprised to find that these well-known brands rarely put in advertisements.
"If we don't limit the advertising industry to buying media, the advertising company will still be 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 to establish and spread brands."
After the customer'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 "consolidation" is the process. Organize all kinds of resources with brand as the core, and advertising, public relations and offline direct sales cooperate with each other to form a joint force, which is integrated marketing. She believes that there is still a big gap in the final formation of "integration" among domestic enterprises. For example, a beverage company once promoted its new products on a large scale in a province, but its own channels did not distribute goods locally at all.
"Every marketing form takes a long time to mature." Su Ye, partner of Ogilvy Advertising International Customer Management, believes that public relations, interactive marketing and customer relationship management are all products of advertising segmentation, but they are labeled differently. Even in a narrow sense, advertising is still the fastest and most direct means for enterprises to convey brand information. She said: "advertising will not die, and you can't live without telling."
2. The hidden rules monopoly in advertising industry must be standardized.
Enterprises should publicize and the media should make money. There was nothing wrong with commercial transactions, but now there are too many hidden rules in the advertising industry in Jinan, Shandong Province. In response to this kind of "advertising hegemony" from media groups, some business people angrily said that they should listen to the media to set rules for enterprises or the government to set new rules for advertisers.
"Advertising hegemony" makes enterprises complain bitterly.
Recently, an enterprise manager engaged in new energy development in Jinan looked puzzled. She said, "In the past, we were free to choose the media when advertising in a city, but now we are in a lot of trouble. Sometimes the advertisement that is ready to be placed is returned by the newspaper because we recently advertised in another media in the same city. "
It is understood that this enterprise encountered this trouble because it violated the unspoken rules of the advertising industry and was "banned" by the media. This self-media advertising "blocking" behavior is extremely overbearing, and even some powerful enterprise groups suffer from it.
A real estate tycoon in Shandong told his story. Once this real estate company wanted to advertise in three media outlets in Jinan, the provincial capital, before developing a project, but one of the media told his business manager categorically that you must give me an absolute layout ratio, otherwise don't do it. The business manager attaches great importance to this media and proposes that he can spend millions of dollars on advertising in this media. The media still refused to say, "It's okay not to work in a company. We should make rules. " In the end, the company did not advertise in this media.
According to insiders, the competition in the advertising industry is becoming more and more fierce in the fields of home appliances, automobiles, medical care and health care products, and some powerful media even put forward exclusive advertising rights. Some business people said angrily: "In business negotiations, this is an obvious overlord clause, the' hegemonism' of the advertising industry and a typical unfair competition." Some media are even overbearing. If you advertise in other media, I will ban you and find problems to expose you. A manager engaged in real estate consulting industry in Jinan believes that the marketing scope of products is different and the media chosen is different. If you want to make products in Jinan market, it is a waste of resources to choose a media covering the whole province to advertise.
False advertisements and "random evaluation" have damaged the image of the media.
Along with "advertising hegemony", there are also some false advertisements and "random comments" in the industry. These violations not only make enterprises dissatisfied, damage consumers' rights and interests, but also tarnish the image of the media. In fact, as early as 2002, the State Administration for Industry and Commerce, the Ministry of Construction and other ministries and commissions explicitly demanded that it be resolutely stopped. However, these phenomena are still widespread in the real estate market all over the country, causing chaos in the real estate market.
Liu Chuncang, deputy director of the Housing and Real Estate Department of Shandong Provincial Construction Department, believes that the real estate market is chaotic, and the most obvious ones are false propaganda and "disorderly valuation". As long as the money is paid, the old village reconstruction property with incomplete procedures can also be advertised; It is an inferior building in itself and has no supporting facilities. After "random comments", it is also called "famous plate". These practices are an abuse of the credibility of the media. In recent years, some real estate agencies have made various pretexts, decided the industry appraisal items, selection criteria and methods without authorization, branded enterprises with false words such as "famous plate" and "famous building", and even evaluated the quality of real estate by the amount of payment, which directly misled consumers. At present, complaints about real estate are increasing rapidly. In 2005, only Shandong Consumers Association received 1895 complaints about false advertisements in real estate.
According to some business people, even some national exhibitions, awards are mostly privately priced. For some enterprises, they are willing to spend thousands or even hundreds of thousands of yuan to buy an award and put it there as a signboard, but they are very aware of the gold content of these awards.
How can government supervision departments be soft-hearted?
It is understood that real brand developers hate the above-mentioned false advertisements and "indiscriminate comments". An enterprise manager engaged in steel structure management in Shandong believes that media advertising is a market behavior, which should be bound by relevant national policies and regulations and need to be rectified and standardized by government departments. At the same time, the media should bear corresponding responsibilities for the healthy development of the industry, and the advertisements should 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 the society.
Liu Chuncang believes that the media is a good publicity platform for enterprises. At present, some problems in advertising business are purely the personal behavior of some managers, which do not represent the mainstream of the whole newspaper industry, but affect the image of the whole newspaper industry. The essence of "banning" enterprise advertising is to engage in monopoly operation. The advertising industry needs competition, but the purpose of competition should be win-win. To paraphrase the advertisement, "It is really good to be good to everyone". Monopoly exists in many big cities in China, and some media even publicly accuse each other, which is too petty.
In response to these unhealthy phenomena, some local administrative departments shirked their responsibilities on the grounds of insufficient manpower and poor supervision, while others began to take action. For example, the relevant administrative departments in Shandong Province have recognized the harmfulness of "advertising hegemony" and started to take measures to rectify it. A person from the Construction Department of Shandong Province said that the first residential industry exposition will be held in the name of the government in the near future, and the real estate industry will be guided by authoritative departments. This activity is not for profit. During this period, we will cooperate with the industrial and commercial departments to strengthen the supervision of real estate advertisements and standardize intermediary activities such as real estate fairs. Wu Ying, deputy director of the Shandong Provincial Construction Department, believes that false advertisements drive up housing prices, and the construction authorities will take this opportunity to "clean up the roots" and seriously investigate and deal with illegal acts in real estate development, so as to promote the healthy development of the real estate industry.
3. Outdoor media also talk about innovation
"Media innovation" has been the key word in the advertising industry for several years. Media innovation not only refers to new media developed by using new materials and technologies, but also includes innovative ideas in media operation, media planning and communication effect.
I remember a few years ago, many advertising companies changed their subscription from "advertising" to "communication", changed their media planning to "communication planning" when planning, and changed their media consumption to "media investment" when persuading customers. Today's media law advocates that "media is strategy and media is creativity". These small changes are quietly witnessing the development and innovation of the media, and also confirming the lifestyle and lifestyle changes of consumers. Creative new media and new media creativity make advertising communication strategic, strategic and creative. At this time, the media is no longer the original "megaphone", but more like an "amplifier" of communication, fully amplifying the effect of communication and striving for accuracy.
Outdoor media is an important member of the media family, which has maintained rapid growth in recent years and is constantly innovating. For example, from flat outdoor to three-dimensional outdoor, from static outdoor to mobile outdoor, from traditional three-sided flip to rolling light box, as well as building TV, outdoor LED, even bicycle fleet advertisements appearing in the street, projection advertisements appearing at night and so on. Outdoor advertising is becoming rich, diverse and subdivided.
The form of outdoor media is innovating, the materials are innovating and the technology is also innovating. More importantly, the operating concept should also be innovated, because the new operating concept is the source of media innovation. For example, the concept of "harmonious outdoor" comes from the characteristic relationship between urban landscape and outdoor media. The concept of harmonious outdoor has spawned many art media, which not only integrates with the surrounding atmosphere, beautifies the urban environment, but also makes consumers very happy to accept advertising information and promotes advertisers. Media innovation like this not only enhances the advertising effect, but also enhances the media value, providing new profit opportunities for the whole industry.
As the key word of outdoor industry in 2005, "Wal-Mart of Outdoor Media" is an innovative move of Dayu Ye Wei Advertising Group in the outdoor industry, which also aims to enhance the media value of the whole industry and provide new profit opportunities for the whole industry.
In 2005, Dayu Ye Wei Advertising Group, which has been committed to outdoor media management for a long time, based on its own national network and huge resource integration advantages, combined with the needs of media owners and advertisers, launched a brand-new operating model with "big purchase and big sales, outdoor media resources 100% utilization rate" as the core, to build "Wal-Mart for outdoor media" and "outdoor media instant selling system", and to use internationally advanced outdoor media.
"Wal-Mart of outdoor media" will make more customers choose outdoor advertising for the whole outdoor advertising industry, and make the media of the whole industry play a greater role; It will promote win-win cooperation between media owners and advertising agencies, and better manage outdoor media. Moreover, with the popularity of the "Wal-Mart" model in Dayu Ye Wei, it will surely promote the healthy and rapid development of the entire outdoor industry.
At present, Dayu Ye Wei Advertising Group has set up offices in nearly 60 cities across the country, and invested heavily in developing the "outdoor media Wal-Mart" database software system. This innovative outdoor media operation mode was officially launched by Dayu Ye Wei in 2004 after nearly a year of conception brewing, market research and expert argumentation, based on its own advantages in outdoor advertising industry for many years. In actual operation, Daewoo Ye Wei's strong outdoor advantages provide the strongest motivation and guarantee for the benign development of this model, which has been affirmed by many customers and supported by the majority of media owners.
Daewoo Ye Wei's "Wal-Mart" business model is a great innovation in the concept of outdoor media operation, which not only provides an innovative idea for China's outdoor advertising industry, but also provides a healthy and rapid development path for it.
4. Advertising AE upgrade system background-heroes are advertised in troubled times.
Upgrade background
Lin Xiao, 26, is a vocational student majoring in tourism. She is smart, beautiful and generous. She has been engaged in advertising for three years. Before entering the advertising industry, she was a salesgirl in a women's clothing store in Guangzhou. Because of an accidental opportunity, she jumped to a film and television advertising company to be a customer AE. The results of the three-year struggle are remarkable. Established a fixed business relationship with three national pharmaceutical enterprises, a famous local cosmetics enterprise in Guangzhou and a daily chemical enterprise, and became the regional advertising general agent of the five enterprises, which can complete about 4 million advertising orders every year. Due to its unique advertising media resources, its 4 million orders can create a profit of about 6,543.8+0,000-6,543.8+0.2 million. In the small advertisement of 654.38+02 people, it has undoubtedly become the "star AE" of the company, and the boss has made great contributions to Lin Xiao's profits. Colleagues have mixed feelings about this. On the one hand, Lin Xiao's performance really made him respect; On the other hand, Lin Xiao's customer resources make the company's colleagues jealous. Why can a little girl without any professional background draw nearly 300 thousand commission from customer orders every year? The rumor of "female original trading law" has spread around the company. Now Lin Xiao doesn't plan to jump ship, because other competitive companies can't keep up with the current company in media resource integration, and the biggest possibility of jumping ship will directly lead to customer loss. On the other hand, Lin Xiao's daily work is mainly around five big customers, and he has no time to develop new customers. In the long run, there will definitely be no good results. The marketing director of Northeast Pharmaceutical Company has just changed. The new fat director never communicates directly with Lin Xiao. The last time I sang in a KTV room, the fat man touched Lin Xiao's ass mercilessly, making Lin Xiao afraid to sign the order of 10. In the environment of internal troubles and foreign invasion, Lin Xiao Rang, who looks tired, gave her a good suggestion.
David lee, male, 29 years old, my best friend, general manager of Shenfeng Newspaper Advertising Co., Ltd., graduated from marketing. I have been engaged in advertising for nine years. When I was studying at school, I started a very fashionable industry at that time. I am cheerful, honest and frank, and eloquent. The circle of friends gave him a definition: he has two legs that can't run bad, and he has an endless mouth. He is a good seedling who is born to do marketing and advertising. Therefore, it won the trust and appreciation of customers, and customers informed him to participate in large and small occasions and become Mr. Public Relations of customers. Before June 5438 +2002 10, the annual performance of the account director of any newspaper advertisement was about 8 million. Because of the commission, he fell out with his boss and started a new home with a group of brothers. On the surface, the wind is good. I have been complaining recently: my former client called me brother and promised me strong support in business after starting an advertising company. Now I don't know why, but the previous trick didn't work. In 2003, my order was only 3.5 million, and I couldn't earn a penny except for the company's management expenses. There are fewer and fewer regular customers, and now I have no passion to contact customers. On the one hand, I want to distract myself from managing the company; On the other hand, as a company boss, he still contacts customers everywhere among running brokers as before, which seems to be inconsistent with his identity. I must give him some advice.
Huang Bin graduated from Yingmiao University in 2002, majoring in business administration. Because he couldn't find the right job, he worked as a customer representative in a design and production company of my friend for half a year, and made no achievements in his performance. But my friend himself agrees that his business prospects are promising and he has close professional relationships.