My beautiful boss and I

I started: "Qiu is always an expert in the combination of theory and practice in the operation of our group. I can't do it. I can't talk about theoretical things. I'm out of stock I can only combine marketing cases to communicate with you.

"All of you here are engaged in newspaper business. Since we are engaged in business, we cannot do without marketing. Marketing is our main dish Thought is the guide of action. Without advanced marketing thinking mode, there will be no effective marketing behavior

"Today, I'd like to share with you several super marketing thinking modes. The reason why they are called" super thinking "is that seemingly ordinary thinking contains rich marketing ideas, and their influence on marketing practice is extraordinary. They can be regarded as some kind of Paradigm Model of marketing theory and practice from one side. I'd like to share with you."

Everyone looked at me intently.

"One day, I inspected two new logistics and distribution representatives in the company and asked them what they had done and what they had gained. The first business representative said that he visited a large number of customers in accordance with my requirements and achieved a good number of results; when asked about the second business representative, the business representative replied that he only visited one customer and concluded only one transaction.

"When I asked him strangely what business he was engaged in and why he only made a deal, the business representative told me that he saw a man buying the Xinghai evening news of the day in front of the newsstand, so he took the initiative to talk to him and told him that the Xinghai evening news was issued by our company. If it's very troublesome to buy it at the newsstand every day, it's better to order a full year one Sounds reasonable.

"Then the business representative chatted with him casually, knowing that he was in wholesale business and that goods would often be delivered to all the counties, districts and townships in the city. Then he introduced to him the network advantages of our distribution company's own distribution, and suggested that he distribute goods through our fleet Finally, a big logistics distribution business was concluded And the man came here at first just to buy a newspaper. "

Hearing this, everyone began to whisper.

I said: "this kind of marketing mode is what I call chain marketing. The second business representative has extraordinary marketing thinking and skills. He is good at seizing marketing opportunities through the characteristics of consumer behavior, and then seizing the opportunities through commodity demands, and timely providing commodity solutions to meet the needs, and constantly transiting from one kind of commodity demand to another He can be regarded as a model of sales representatives. "

Everyone nodded.

I went on to speak: "an old man kept the habit of depositing 100 yuan a week, but the security guard of the bank was surprised. He asked the old man why he did so. The old man told him that he would win 100 yuan every week, but the security guard didn't believe that the old man would win every time. The old man took advantage of the situation and proposed to make a bet with two people, and set the title of the bet as" the old man can touch the convex head of the president of the bank ", with a bet of 200 yuan .

"The old man found the president through clever public relations, told him that he had lice on his head, and the president flatly rejected. The old man said that if there were lice on his head, you would give me 50 yuan for the president, and if there were no lice on his head, I would give you 100 yuan. As a result, the president agreed to let the old man touch his head to prove that the old man was a rogue. In the end, the old man lost 100 yuan to the president and left Security won 200 yuan

"This is a typical layout marketing: the old man with rich practical experience is good at catching people's habitual consumption thinking habits and making use of them. He sets the marketing layout for himself by grasping ordinary people's habitual curiosity, and at the same time formulates the marketing rules. Under the guidance of the overall marketing strategy, he sets the marketing goal by setting the layout, which is also the market opportunity Finally, through practical implementation strategies, we can seize the market opportunities and achieve our marketing goals. "

Everyone was laughing, whispering and nodding.

"In the community where I used to live, there was an old man who retired from his boss's position and cultivated himself at home. Occasionally, one afternoon's noisy and harsh voice broke the previous quiet life. The worried old man opened the window and saw a group of naughty children kicking cans as football on the empty ground behind the hospital. He was very upset for several days.

"The old man came up with a way. On this day, he stopped the older kids who were about to kick, said that he was willing to give them a" sponsorship fee "of 5 yuan, and encouraged them to kick hard for themselves, the more fierce the better. The children are more happy, they play more and more crazy, but just two days later, the old man stopped everyone and said that because the pension is not paid in time, you can only get 3 yuan per person.

"The children are not happy, but they can continue to play hard, but their enthusiasm is not as high as before. The crafty old man reduces the sponsorship fee to 2 yuan or 1 yuan every other day. When the old man reduces the sponsorship fee to 50 cents every day, the children are angry and show that they will never perform for the old man again. The crafty old man smiles secretly."

I went on to say: "this is layout marketing plus benefit marketing, which is also the benefit marketing version of relationship marketing. The old man is well versed in relationship marketing. By setting up a marketing layout, he will monetize the general relationship and upgrade it to benefit relationship. He will always occupy the leading Party of benefit, and then use the benefit relationship to influence the other party, so as to bring the other party into his own marketing system."Everyone looked at me thoughtfully.

I went on to say: "all of you here are engaged in newspaper business. It is easy to see that the above several classic marketing thinking modes are based on the full understanding and grasp of consumers. Chain marketing is the superposition of multiple single marketing sequences, focusing on the close relationship between the order and level of consumer demand and the characteristics of products;

" Bureau marketing focuses on marketing, the premise of which is that the rules and operability of the bureau must be easy to control, and must serve and obey the established strategic objectives; procedural marketing is distributed marketing, step by step, to achieve marketing opportunities and marketing objectives linked, mutual cause and effect, once a link is flawed, the whole marketing goal will be abandoned, and the marketing opportunities and objectives will be improved The logo also changes with different consumers.

"In real life, similar marketing thinking is common, sometimes even including one or several of them. Of course, in our newspaper business, there are many more classic thinking paradigms waiting for us to explore and summarize. And we usually come into contact with all kinds of planning, publicity, promotion and other activities around the products in the newspaper business market, which are just a certain side, a certain result and a certain expression of the concept of marketing. "

"Well said, very inspiring." The president who presided over the meeting couldn't help admiring.

Qiutong also looked at me with a smile.

"Mr. Yi, go on." The boss said.

"Since it's communication, I can't always talk about it myself. Let's discuss it together." I said.

"Well, if you have any questions, you can ask Mr. Qiu and Mr. Yi." The boss looked down at the stage.

"Mr. Yi, let me ask you the simplest but the most difficult problem. How can we find the most suitable customers when we do marketing?" I started to ask questions.

I said: "once upon a time, there was a scholar who went to Beijing to take an exam. On the way, I stayed in a small shop and put the horse on the stake at the door. When it was ready to go on the road at dawn, the horse disappeared. From then on, Ma Xiucai began to look around. He searched all day, but there was no sign of the horse.

"The next day, he saw a horse in front of him from a distance, but when he came near, it was a donkey. He shook his head in disappointment and went on. On the third day, when he saw a horse in front of him, he was very happy: this time it should be my horse, but when he came closer, it was still a donkey.

"He went away again. He still saw a donkey every day, but he didn't pay any attention to the donkeys. He was just looking for his own horse. The examination time is approaching day by day, and the scholar finally died of exhaustion on the way to find the horse

"What this story tells me is that finding customers is the first thing every marketer does every day. But every day when we do this work, we should first think about this question: what can customers bring us? What customers do we need? How to find customers? Marketers who are conservative and lack contingency thinking will not find their most suitable customers. "

"May I ask Mr. Yi, what do you think is the first thing in our newspaper marketing?" Another question.

I replied: "there is a restaurant with a good business. The boss is old and wants to retire. The boss asked the three managers: chicken or egg? The first manager thought about it and said, "chicken comes first.". The second manager answered with confidence: eggs first. The third manager said calmly: if guests order chicken first, there will be chicken first; if guests order eggs first, there will be eggs first. The boss laughed and promoted the third manager to general manager

"Chicken or egg? If you think about the answer to this question, there will never be a result. In the past, when debating the basic philosophical question of material or consciousness first, some philosophers put forward the proposition of "chicken or egg first". Now, the third manager has given the marketing answer to this proposition, that is, the demand of customers is always the first. "

Everybody clapped.

"I want to ask President Qiu a question." A man stood up and asked.

"This is the new general manager of our advertising company." The boss is introducing.

"Mr. Qiu, we all know that in the same city, the newspaper industry war is very fierce, not only the distribution war, but also the advertising war. So, Mr. Qiu, how do you view and deal with this kind of war with your peers?"

Qiu Tong laughed and said, "let me answer you in the way of general manager Yi As the president of the United States, Lincoln's attitude to his political opponents aroused the dissatisfaction of an official. He criticized Lincoln for not trying to be friends with those people, but for destroying them. Lincoln said very gently: when they become my friends, am I not destroying my enemies

"Friends and enemies are relative. If an enemy becomes a friend, isn't there one less enemy? In the market of newspaper advertising distribution war, competitors are relative. If we jointly develop the market through alliance, we will not only save a lot of sales costs, but also have a broader market space. "

There was applause.