1000 Business Lessons Every Businessman Must Know

Chapter 27 Promotion Decision: It is an important part of marketing activities (4)
As a marketing method, membership clubs are slow to take effect and require a lot of investment. This is its shortcoming. The advantage is that the effect is reliable and durable. In addition, for the organizers of membership clubs, besides doing business, they can also enjoy similar gatherings happy.

The secret to the success of member clubs: to make members really benefit and hide the goal of utilitarianism.

217. Evaluate the effect of promotional activities
The selection of methods for evaluating the effects of promotional activities should be based on the requirements of the promotional activities or various indicators to be controlled in the promotional activities.Commonly used methods for evaluating the effectiveness of promotional activities include:
1. Comparative evaluation method of sales volume change

The comparative evaluation method of sales volume change is a method to evaluate the effect of promotion activities by comparing the sales volume changes in each period before, during and after the promotion activities.Generally speaking, promotional activities will lead to an increase in sales, but some situations require specific analysis.

One situation is that the sales volume increased during the promotion, but after a period of time, the sales volume decreased and gradually returned to the normal level, and it will not be higher than the previous level of the promotion, which shows that the promotion of the promotion only changes the time when customers buy , does not expand the total demand of the product, and has no long-term effect.

Another situation is that the sales volume increased during the promotion, and then the sales volume decreased, but after a period of time, the sales volume increased again and reached a higher level than before, which shows that the promotional activity has attracted new customers while expanding the sales volume of the product , with long-term effects.

In another case, the market share of the company's products increased little or no change during the promotion period. Once the promotion period passed, the sales volume fell back and stayed at a lower level than before.This shows that the product is basically in a sales decline stage, and promotional activities only delay the decline, but cannot change the decline trend.

2. Promotion object survey method

The survey and evaluation method of promotion objects is to investigate their reactions and actions to the promotion activities through the investigation of the promotion objects.For example, the impression of the promotion object on the promotion activities, whether they have purchased the products of the company, and their opinions and suggestions on the company or products.

3. Experimental evaluation method

The experimental evaluation method refers to a method to evaluate the effect of promotional activities by selecting certain promotional objects for experiments and measuring the changes of relevant indicators that can reflect the goals of enterprise promotional activities.Through experimental evaluation, it is possible to make up for some defects in the decision-making or scheme of promotion activities that may bring greater losses to the enterprise.

Generally speaking, promotion activities can stimulate a rapid increase in product sales in the short term and gain a certain competitive advantage.But in the long run, it is impossible for promotional activities to build brand loyalty, nor can it save products that are heading for decline, so its long-term effect is generally not too great.In addition, promotional activities should not be used frequently, otherwise it will affect the reputation of the company.Therefore, promotional activities should be used with caution for brands that already have a competitive advantage.

[-]. Public Relations
218. Identify public relations campaign objectives
Public relations activities generally have the following goals: First, to establish the popularity of the company, products, business managers and corporate culture.The second is to disseminate information through reports and build trust with the public.The third is to motivate the sales force and middlemen.The fourth is to reduce promotional costs.

Determining public relations goals should be closely linked to the problems identified by the company in the survey.At the same time, attention should be paid to coordinating the goals of public relations with the overall goals of the enterprise, and the goals should be made specific and operable. It is also necessary to distinguish priorities among multiple goals and arrange them in order of importance and execution. in a certain order.From the perspective of public relations promotion, when the publicized information has strong news value, can stimulate salespeople and dealers, can enhance the credibility of the disseminated information, and the budget cost is low, public relations publicity Contributes the most to the overall promotional package.

Therefore, the specific goals of public relations activities should be clearly determined from the above-mentioned aspects.

219. Determine the object of public relations

Public relations objects include the following aspects:
(1) Customers.In order to establish a good relationship with customers, enterprises should always adhere to the point of view of providing customers with satisfactory services, communicate effectively with customers, and pay special attention to handling disputes with customers.

(2) Dealers.Enterprises should promptly and promptly provide dealers with marketable commodities of good quality, reasonable price and novel design, and provide dealers with various sales convenience and services.

(3) Suppliers.Maintain a good relationship with suppliers to obtain sufficient supplies of raw materials, parts, tools, and energy.

(4) COMMUNITY.Enterprises should cooperate with local factories, government agencies, schools, hospitals, public welfare institutions and residents to build material and spiritual civilization and obtain the understanding and support of the community.

(5) GOVERNMENT.Enterprises must communicate frequently with relevant government departments, keep abreast of relevant policies, regulations and plans, lobby policy makers, and create a favorable policy environment for enterprise development.

(6) News media.In addition, the relationship with competitors should be properly handled, and in some respects, they should cooperate with competitors to solve industry difficulties and problems of common concern, and jointly develop the market.

In order to make public relations decision-making more scientific, the public can be classified from different angles to make public relations activities more targeted.For example, the public’s attitude towards enterprises can be divided into: favorable public (supportive attitude towards the enterprise), unfavorable public (unfriendly attitude towards the enterprise), and independent public (unclear attitude, or no statement).According to the degree of closeness between the public and the enterprise, it can be divided into the primary public (those who have the closest relationship with the enterprise, have the greatest influence on the enterprise, and are the primary target of public relations), the secondary public, and the marginal public.

220. Develop a plan of action for public relations campaigns

Public relations activity is an overall activity, which itself is composed of a series of activities, which requires corresponding strategies to be used for guidance.Specific public relations projects refer to a series of organized actions to achieve the goals of public relations activities, including press conferences, exhibitions, commemorative celebrations, etc.When making public relations decisions, it is also necessary to fully consider budgetary expenditures, required manpower and technical feasibility, as well as various controllable or uncontrollable factors.

The main work of this step is to choose the message and tools of public communication (see the next section for details), and decide how to use them.

Sources of materials for public relations include: interesting articles about products and companies, such as the development of new products; corporate information dissemination, such as holding press conferences and inviting experts and celebrities to visit; organizing activities, such as sponsoring sports competitions and charity evenings , holding parties in different places and so on.

221. Implementation of public relations decisions

The implementation of public relations activities can basically be carried out step by step according to the action plan.In the process of implementation, it is necessary to rely on the personal friendship and other social relations between public relations staff and people related to the news media.However, special attention should be paid to the fact that when the publicity campaign involves events with greater social impact, it is necessary to pay close attention to and control the development and changes of the situation. Once adverse changes occur, appropriate responses must be made quickly and practical solutions must be proposed. Method.

222. Public relations advertisement is different from product advertisement

Public relations advertising is different from product advertising.Commodity advertisements focus on the sales of products and services, and the appeal goal is to make the public "buy me". It adopts a strategy of letting the public know the product first and then the company, which is more commercial.The public relations advertisement focuses on the status and image of the enterprise in the society. The appeal goal is to make the public "trust me and love me". It adopts the strategy of letting the public know the company first and then the product, and focuses on emotional communication with the public to arouse public The favorability of public relations can achieve the purpose of public relations, and the scope of information is also larger than that of product advertisements.Content of public relations advertisement:

1. Promote the spirit of enterprise
An enterprise's public relations advertisement must first conform to the enterprise's business philosophy, embody the enterprise spirit, and reflect the enterprise culture.Companies that stand out from the pack are what they are because they have a unique set of cultural qualities that make them stand out.Many companies use advertising as a medium to promote their entrepreneurial spirit.

2. Promote the corporate logo
The corporate logo is an integral part of the corporate visual identity system (see Section [-] for details), such as company name, brand name, symbolic patterns, slogans, etc.

3. Use public relations to solve business crises
Business crises caused by emergencies have the characteristics of short time and ferocious onset, and a little carelessness may ruin the business in one go.If a business uses public relations advertising properly, it can get itself out of trouble.

For crisis events of different nature, different methods should be adopted: if it is purely framed or misrepresented, it should be investigated to the bottom without ambiguity; if it is a rumor out of nothing, the company should increase transparency and actively provide The truth of the facts, to break the rumors; if the company is indeed inappropriate, avoid exaggerating, and should use various means in an unfavorable environment to admit mistakes, take responsibility, improve shortcomings, eliminate adverse effects, and create a favorable environment.

223. Carrying out public welfare social activities
This kind of public relations activities highlights the public welfare and cultural nature, focusing on the overall image and long-term interests of the enterprise.First of all, the main festivals of the company itself can be used as the center to expand its influence in the form of celebrations or commemorative activities; secondly, various special activities with cultural meaning can be held in combination with the company's situation; in addition, various sponsorship activities are very popular.

The main types of sponsorship activities are:

(1) Sponsor education.Such as funding the Hope Project, establishing Hope Primary Schools, setting up educational foundations, scholarships, teaching grants, research funds, etc.;

(2) Sponsor sports, cultural and entertainment activities, social charity and welfare undertakings.Such as poverty alleviation projects, welfare homes for disabled children, etc.), sponsorship of the production of promotional materials (such as sponsorship of special significance video tapes, TV films, documentary films, etc.;

(3) Sponsor other activities.Such as sponsoring career awards and competitions.

Such public relations activities can easily expand the social influence of the enterprise, improve the social reputation of the enterprise, and win the support and appreciation of the public.

224. Trade fairs and exhibitions of enterprises
Fairs and exhibitions are windows and opportunities for enterprises to expand their external influence.

In this occasion, in addition to providing high-quality products and trying our best to obtain sales and profits, we should also seize the opportunity to create a unique and comfortable environment, provide courteous services and rigorous and thoughtful arrangements, give small advertising gifts, and introduce non-commodity aspects. The relevant situation and so on, these can create conditions for the company to create a good image.

225. What are the media of public relations?

Mass media newspapers, magazines, publications and other printed matter, TV, film, radio, etc.

There are language forms of interpersonal communication media: such as interviews, telephone calls, speeches, etc.

Written form: such as letters, etc.Comprehensive media enterprise opening ceremony, anniversary celebration, exhibition, public relations advertisement, special cultural activities, competition activities, social activities, etc.Mass media refers to the process of providing information to a large number of people through newspapers, magazines, radio, television and movies.Its characteristic is that the audience is extremely wide, the influence is huge, and it has certain authority.Interpersonal media means the relatively direct process of information transmission between individuals or a small number of people, such as interviews, speeches, meetings, letters, phone calls, etc.It is characterized by being humane, easy to accept, and timely feedback.Comprehensive media methods are rich and colorful, and can be flexibly used depending on the specific situation.Its characteristic is that it is easy to generate a sensational effect, and the speed of transmission and infection is fast, so that the target public has a sense of personal participation. When used in conjunction with other methods, the effect will be better.

When using the media, the organizers of public relations activities should be familiar with the characteristics of various media, and around the goal of public relations, organically combine these multi-level and multi-channel media means to form a complete communication plan.As long as the use of media is closely related to the target, the overall effect can be exerted.

(End of this chapter)