Chapter 9 The second section how to reduce the cost of advertising fees?

Speaking of prefecture-level TV stations, we can discount 3% to 5%. This is not an industry norm, and we negotiated it. Because their broadcast cost is actually less than 1%, and the broadcast cost is very low.We talked with him, and the plan we made is: first, I will sign a long-term contract with him for several years; second, the biggest headache for TV stations selling advertisements is that after the advertisements are broadcast, I will not be able to collect money. The full amount of the contract will be paid by you first.For one year of advertising, I can pay you the money in one lump sum.So my conditions are very generous, but my request is one: You have to give me a cheap price.Must be cheap.

One more thing, I try not to buy when they sell well.In fact, not to mention CCTV, you can see that the advertising department of various local stations is bragging there. In fact, it is not bad to sell 20% to 30% of his advertisements, but 80% of the advertisements cannot be sold.Originally, during this period of time, the budget included advertising, but he couldn't sell it.He often gives away what cannot be sold, and he will give it away to whoever does the most advertising.Then I said, I will buy all the advertising time you can’t sell, and I will only pay 1% or 0.5% to buy yours, and then I will buy some more myself.

In this way, a pull average, very cheap.Of course, it is difficult for some David TVs to do it. I am mainly talking about local and city stations.The county station is simpler, you can tell him that the wallet of 5,000 yuan for one year will be enough. So I am not afraid that those of us who talk about advertising will go out to get kickbacks.Sometimes our people have to spend their own money to invite people from the advertising department of the TV station to eat somewhere.Because we have very strict requirements on the following managers, when our headquarters formulates the launch strategy, we will study: how is this station, its popularity, ratings, and then our headquarters will approve a price, for example, this station only allows 1 %, 1% of the regular price.

If you can't negotiate, we won't do it. If you don't do it, I will deduct your money and the local manager's money, so he will find a way to negotiate by himself. At the beginning and at the earliest time, I didn't understand. I found a few stations and asked them to publish 20% of the regular price.They told me that 20% of the regular publication price could not be made, and they finally made it after a lot of pressure.Later, I realized that 20% was too high. In fact, 3% was enough. Later, I changed it to 3%. Finally, I forced it and made it. When this policy comes out, it is to strengthen the management.If a local manager does not advertise, his local sales can only be radiated by CCTV, and the sales will be one piece less, so his bonus will be less.This is number one.

Second, our management is like this: every time he sells a box of melatonin, I will match it (turn it into an advertising fee). For example, the advertisement that allocates 15 yuan to him is played locally.If you can't do it, the 15 yuan will be confiscated, and the profits of the headquarters will not be given to him, so from his point of view, he will suffer a loss in economic calculations. Also, if you keep failing to negotiate, I will start to fine you in the end. It is a fine in the first year, and I will waive him in the second year. For example, TV commercials, CCTV and local TV commercials are all from the Air Force, and the salesmen in shopping malls are ground troops.There is also a navy, which is the poster.

In areas with relatively good sales, post some posters on the streets; in other places, post posters at the entrance of shopping malls. Does the poster violate urban management regulations?This is not to say that all places cannot be pasted, and some walls can be pasted, as long as they are not pasted indiscriminately. In addition, it can be posted in shopping malls, including all shopping malls and pharmacies. Even in the countryside, for example, there are our advertisements on the walls of the pigsty, the walls of the factories, and the walls on both sides of the railway. In fact, this is to gain popularity.Now I don't know whether to do it or not, because I haven't managed this enterprise for seven or eight years.When I was in charge, I asked to do this because the cost is very low.

People in our city would think that level is too low.But if you go to the countryside to investigate, the rural people don't feel inferior, because they live in that environment, and it's not for the city people to see.So don't take the opinions of urban people seriously. You are showing them to rural people. If rural people don't feel inferior, then you can do it. In addition, the cost of making it is very low, 50 yuan can be used to paint a wall, and it can be done for a year, which is actually quite good.This is learned from Sanzhu, another health care product company.

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