Chapter 1: Ideas and Positioning
DM’s operational ideas are the key to success. Operational ideas dominate the development direction of DM. Simply put, they are the backbone of DM. Only operations Only correct ideas will prevent you from taking many detours. Only correct ideas are the key to success. Maybe it is affected by the market environment, maybe it is restricted and troubled by funds, as well as by factors such as competitors and market awareness. But as long as you adhere to the correct operating ideas, success is only a matter of time.
A detailed analysis of DM’s operational ideas should start from the following points:
1. Service objects
As a DM operator, investing a lot of money and energy is nothing more than getting market recognition and economic returns. Market recognition is not only the reputation of the people, but also superficially, it is dealing with businesses. All profit returns are obtained directly from merchants. But in fact, the biggest profits come from ordinary people. The simple truth is that you earn merchants’ money, and merchants earn ordinary people’s money. Merchants can only make more profits through your media promotion. Only then will they be willing to return part of the profits to you. Therefore, the basis of DM operations is the public. Only when you are recognized by the public can you be rewarded.
How Gain public recognition? It is not an easy thing to gain public recognition.
1. The first thing is to respect,
Your theme and idea must know how to respect the public. Don't underestimate the public's IQ, and don't be clever. For example, a common problem in the DM industry now is to manipulate the number of copies. N million copies are promoted to the outside world, but in fact they are only a few thousand. This is an exaggeration. Several times. I don’t think this will bring any substantial changes to your DM. Just say as many as you want. No one is a fool. There are not 5,000 merchants in a small county. If you say you send 20,000, who will read it? Not coming out? Instead, it will give a dishonest impression.
2. Don’t underestimate the public’s IQ.
I research After reading DM newspapers across the country, I sometimes ask friends from all over the country to mail the newspapers to me, or search various networks to read newspapers online. I discovered a very serious problem. Many operators will only focus on profits and ignore the published content. There are diet pills, health pills, credit card overdrafts, fortune telling and naming, Feng Shui, various men's and gynecology, invoicing, magic poker, and even scammers advertising licenses and selling black cars. I think you underestimate the public's IQ. Now Even middle school students can see that it is a lie. Therefore, the published content must be resolute to put an end to such false advertising. Being responsible to the public is also responsible to yourself.
3. Practicality
What use is a simple DM newspaper to the public? This depends on your understanding of DM Understanding and understanding. All successful DMs have one characteristic, that is, practicality. The so-called practicality means that no matter who gets your DM newspaper, there will be something useful to them, and those who want to buy a house will pay attention to it. For your real estate information, some people who are looking for a job will pay attention to your recruitment information, some people who are looking for a partner will pay attention to your marriage and dating information, and some people who love food can also find information on all kinds of food. No matter who they are. If everyone can find the information they are concerned about, then you are not far from success.
2: Market positioning
Market positioning refers to the future of DM development. Simply put, it means how big and strong you plan to make your company.
One: the local market. This is very simple. If you If you don’t want to open a branch or engage in chain franchising, but just want to do well in the local market, you can just join a DM company with good reputation and qualifications. Because you are just using its issue number.
Second: chain franchise
This is more troublesome. First of all, it is a qualification issue, 3 years of experience and a registered capital of 1.5 million. But there are shortcuts. You can find some qualified companies to help you register. After success, you can develop chain branches across the country. Once it develops to a large scale, the franchise fee and annual management fees will also be considerable.
Chapter 2: Early market inspection
1: Market environment
The quality of the market environment is not crucial to the impact of DM. If the previous ideas are correct, success is inevitable. The only impact is the fast or slow pace of success. DM operations mainly examine the market environment. It is to understand and be familiar with local characteristics, business environment and other factors. The main points to pay attention to should be the following points: urban population, city size. Residents’ spending power. Number of businesses, concentration, etc.
It is difficult to do this in big cities, such as first-tier provincial capital cities. If the issuance is small, it is almost invisible, and the multi-cost pressure of issuance will naturally increase. Even if it can be done reluctantly, it will cause serious money burning. Risks also come with it. This is why DM newspapers are rarely seen in provincial capital cities, and some larger second-tier cities are not recommended for the reasons mentioned above. It is also difficult to do it in small cities, such as some In small county-level cities, distribution costs are very low. But the market is so big, and the possibility of success is unrealistic. If you are currently in the advertising industry, you can consider it. For example, you are currently doing For things like copying and typing, you might as well start a small business as a side job. This way you can easily succeed.
2: Industry environment
This needs to be analyzed with emphasis. First, we must look at the overall environment. What are the main local media, such as local TV media, radio, daily and evening newspapers, outdoor media, etc. If a city’s outdoor media If you are more competitive than TV newspapers, the resistance to doing DM will also increase. Therefore, you must carefully analyze these external factors before starting the DM industry. In addition, you must also pay attention to whether there are DM companies in the local area. The most important thing is It is the common people's awareness of the DM industry. This is more important. It is difficult to do it if it is a completely blank market. Because the awareness of ordinary people and businesses in the blank market is zero. In this case, you need a long period of preparation and preparation. Guidance. It will be much easier if there are competitors, which means that the opponents have done the preliminary preparation and guidance for you.
Three: Competitors
The DM industry currently exists in every city, some more and some less. Generally, there should be 3-5 companies in county-level cities, and it is not uncommon to have more than ten or twenty companies in prefecture-level cities. Competition. It is unavoidable. First of all, you must have a consciousness and never take your opponents seriously. Your biggest enemy is yourself. If you have a more mature business philosophy and more marketing strategies than your opponents, then you dare not say that it is okay. Put your opponents to death, and at least you can grab your own market share.
Before entering this industry, you must fully study your opponents. Study your opponent's operating ideas and business philosophy. Advantages and disadvantages. This must be analyzed thoroughly, and do not look at the opponent from the perspective of a DM. If you study the opponent as an industry insider, it is easy to mislead yourself. After all, the opponent exists and the survivor must have a reason for his existence. . You should study your opponent as a public mind. Investigate more, consult more about the opponent's influence in society and the public's reputation. Find his strengths and weaknesses. Recognize your own strengths and weaknesses.
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Study the opponent's economic strength and social resources. If the opponent is financially strong, you should pay attention. I once encountered an opponent who was fighting with you. He would copy everything you offered. If you sell 100, he would do it. Sell ??it for 80. If you dare to sell it for 50, he will give it to you for free. He has the momentum to kill you and won’t give up. This will be quite troublesome and expensive for you. So this factor still needs to be considered. As for the opponent’s personal connections It is also necessary to study it carefully. For example, if the other party is the owner of the legendary "There is someone above me", it is also quite scary. It is also very sad to trouble you every day, report you and other dirty tricks. Don't say it You have no leverage. No company’s DM newspaper is completely legal. As long as you do it, you will definitely have a handle.
Four: Comparison of advantages
As a DM, what are your advantages? How can you make people trust and recognize a new company? You must be fully prepared for this. At least you must be stronger than the other party in terms of its advantages. Only by concentrating on attacking the opponent's weaknesses can everything be under control. For example, by working hard on planning to expand the scope of issuance, reasonable strategic layout, rigorous internal management, learning more industry experience, etc., can you be better than others?
Chapter 3: Preparatory work
1: Funds
I often meet some friends who ask me how much it costs to start a DM company. To be honest, it’s really hard to answer. You can say more or less. There are many ways to use more and less. It’s not that you can’t insist on doing it. The following data are given based on the consideration of various factors. (Note: The following data are for reference only, and the actual situation in different places is ignored).
1: Second-tier cities. Second-tier cities refer to prefecture-level cities. If general prefecture-level cities are fully covered without 50,000 yuan, I think it is basically impossible. Calculated in this way, even if your business is in good condition, it is best not to have more than 300,000 yuan of funds. Think about it. It doesn’t necessarily mean that you need so much money. It’s just that with such a large budget, you won’t be forced to change your thinking due to funding problems
2: Third-tier cities Third-tier cities refer to cities that are larger than ordinary county-level cities and slightly smaller than prefecture-level cities. About 15,000 to 20,000 copies are needed to fully cover them. Such cities are the best in the DM industry, and generally require less investment and quick results. Funds generally require about 100,000.
3: Fourth-tier cities. Fourth-tier cities refer to general small counties or larger district-level cities. Most are 5,000. -8,000 copies can be fully covered. This kind of city is suitable for comfortable people who don’t need to make a lot of money. The annual income of about 50,000 to 100,000 yuan can be enough. It is more suitable to do it. The operation is simple and the pressure is low. The basic investment is generally 30,000 to 50,000 yuan. It can operate normally.
2: Budget
This budget includes the initial investment (see the above fund content). Layout Price designation, printing costs, personnel salary expenses, etc. budget and expenditure. The issues are not complicated and will not be introduced one by one. Let’s briefly talk about the issue of layout and price setting. Layout is generally divided into coated paper and newsprint. Coated paper is divided into Mainly 105 grams, 90 grams and 80 grams. If the printing cost is calculated based on 105 grams and 10,000 copies, it is about 2,200. There are several types of newsprint, mainly distinguished by printing, full color, process color, half color and half black and white, four colors, Pure black and white, etc. The price is generally less than 1 cent per copy.
The price of a layout refers to how much you want to sell each layout. This is generally based on operating costs and local market conditions. To make a decision, generally do not change or reduce the price easily. Once the price is reduced, it is impossible to go back and increase the price. Therefore, you must be cautious.
Three: Issue selection
The publication number generally refers to the license number. The ultimate goal of choosing this is to legalize your publication. So you can join any company, as long as the other party has complete qualifications. There will be no problem with the annual inspection. However, since DM advertising is closer to life and promotion, it is recommended to join some catchy and theme-appropriate names. For example, Yanji's "World of Supply and Demand", Shanxi Taiyuan's "Life Guide", Jiangsu Changzhou's " "The Ninth Life", "Golden Idea Advertising" in Laiwu, Shandong, "Urban Information", "Urban Life", "Information Express", etc. However, the franchise fees for the first few are relatively expensive, and the recommended ones are around 2,000-5,000 yuan. .You can consider this specific situation yourself.
Four: Office facilities
This is actually very simple, office, computer, Printers, etc. If possible, you can choose one with a better appearance. You can make the signboard brighter and more conspicuous. First, it is for the convenience of some customers who come to your door.
The second is that it can reassure customers. The third is that it can bring you a certain advertising effect virtually.
Five: Personnel composition
Designers --- Larger companies in second-tier cities usually have two designers, and smaller companies generally have one.
Salesperson --- Generally speaking, there are about 4 or more. Due to the particularity of the advertising business, the turnover is relatively high, so we are basically recruiting salespeople all the time.
Publisher:? - It is best to be a woman between 30 and 45 years old. Remember not to use temporary workers. Temporary workers are not stable and difficult to manage.
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Reception:? This is generally handled as appropriate. Mainly responsible for reception, answering phone calls, logistics and other sundries.
Planning:? A good planning can make your company get on the right track quickly, and its importance can be seen. This kind of talent is generally hard to come by. It is difficult to retain good planning talents with ordinary treatment. DM advertising is always fatal. Injury. The reasons will be introduced in detail later in the business knowledge section.
Chapter 4: Initial Operation
One: Initial Period Layout planning
The initial layout depends on your ideas and operational strategies. The layout planning of the first issue is very important. The quality of the first impression depends on the layout development. .First of all, it is not recommended to do large-page advertisements in the first issue, and it is best not to charge. Mainly free ones. Although it is free, it must earn enough public attention and reputation. So try to focus on small information. Make sure the information is Supermarket. The first issue should use a large amount of information, and strive to have more than 400 pieces of information in 4 pages. As for the collection of information, it can be obtained from local newspapers, TV and various channels (the prerequisite is to contact the customer by phone) Confirmation). You can also send salesmen to the streets to collect information. By the way, you can also exercise the communication skills of salesmen.
The specific content should be divided into the following categories: job search and recruitment , house rental, sale, store transfer, marriage and dating, second-hand item information, second-hand vehicle information, life classified information navigation. If you "have someone above" you can often post some eye-catching things such as common sense of life, local information and so on. Okay, but strictly speaking, the advertising law does not allow the publication of any form of soft articles, news and the like. This can only be a side effect.
Two: Business training
Salespeople must undergo initial training. They will not blindly contact customers and leave a bad impression on them. The first thing is communication skills. How to communicate with customers when you see them, pay attention The propriety of communication, what should be said and what should not be said. Explain the company's advantages and strengths, and how to avoid customers' doubts. These need to be guided by a senior salesperson. If possible, it is best to find an old business to run with you for a while.
Three: Distribution
Needless to say, the importance of distribution. No matter how good your design is, no matter how much printing you do, , if it cannot be issued effectively, all the previous work will be zero. In fact, a publisher has a very hard job. As the boss of DM company, you must not treat the publisher badly. It can be divided according to the region and the principle of designated delivery. Uninterrupted distribution The positions of employees are interchangeable, which can effectively supervise the issuance. In addition, as the boss, you must know the number of merchants in each area, so that you can effectively supervise the effect of the issuance. Be aware of it.
Four: Initial influence
In order to quickly open the market and gain market recognition quickly, attention should be paid to how to create influence in the preliminary work. Once there is a certain degree of popularity and Influence is very smooth for all kinds of work in the later period. How to create influence, I think the best way is to advertise. As an advertising company, we actually need to advertise. For example, pulling banners on the street and placing them in appropriate locations. Some outdoor advertisements, some advertisements on taxis, and advertising on tricycles and rickshaws can also save money, which will have a certain effect.
Five: Seeking market partners
Through some preferential policies, reasonable planning and signing of some long-term partners. For example, in the area of ??classified information, you can sign year-round advertising contracts with customers. For just one yuan or a few yuan a day, you can advertise and offer discount information to attract customers all year round. You can also come up with better plans through the cooperation of the website to attract some long-term customers. With the support of these customers, it will be very important for the initial operation. It is very important. It can not only recover costs effectively and quickly, but also create a good reputation in the industry.
Six: Frequency of issuance
Currently, most cities across the country issue once a week. Although you don’t have to worry about the layout and the amount of information, you will lose the timeliness of the information. In the early stage, it will be published from various sources. Comprehensive consideration should be based on accelerating the frequency of issuance, reducing the layout, and achieving timely information and supermarketization of information. It can be appropriately increased from one issue per week to 2-3 issues per week. Increasing the frequency of issuance will also have a negative impact on reputation and influence. A good improvement.
Chapter 5: Operational Strategy
One: Increase readability
Many people will ask, what is the readability of a DM advertisement? The key factor for the success of a DM advertisement is whether ordinary people can read it or not. It is a very simple reason. If a 4-page advertisement The DM advertisement only published 4 full-page advertisements, so the time that ordinary people read this newspaper should not exceed 1 minute. After 1 minute, your newspaper will completely become waste paper. If it has other uses, it will be used by others. It is used to cushion tables and the like.
As a DM advertisement, you can neither publish news nor write soft articles such as novels or jokes. So it can attract people The only thing for the common people is information. As the amount of information increases, the number of people participating will definitely increase, and more people will read it. When the common people get the necessary information from your newspaper, it will definitely be spread by word of mouth, and the reputation will naturally When your newspaper attracts the attention of the people, businesses will naturally come to you. The effect of advertising is actually whether others can read it or not, but it will have an effect if others read it. There is no effect if you don’t read it. So it increases the readability The most direct and effective way is to classify information of all kinds. Only when classified information is done well can it be considered successful. Everyone must be able to find the information they need when they get the newspaper.
2: Increase interactivity
The so-called interactivity refers to allowing everyone to participate in and pay attention to your publication. For example, you can add some activities and organizations that allow the public to participate. Similar to organizations such as QQ groups and newspaper reading clubs. For example, readers' message sections are set up on major holidays, such as Mother's Day, Valentine's Day, and New Year's Day, allowing the public to edit information or leave messages on the QQ website to express blessings to relatives and lovers. You can also set up a special area for birthday wishes. These free activities are very interactive.
Three: Strengthen planning
From the perspective of a businessman, the biggest motivation for cooperating with you is the effect of advertising. If it is effective, you don’t need to ask him to do it. If it is not effective, he will not do it even if you ask him to do it. No matter how strong you are, you will be deceived once or twice, but if it has no effect, the possibility of continuing to cooperate will be very small. This will lead to a vicious circle, leading to fewer and fewer customers, and it will become more and more difficult to do business. What is not simply lost is a customer. Who can have no friends? Once a customer is disappointed with you, word of mouth will completely collapse. For example: An advertising company in Wuhu, Anhui mentioned a problem when communicating with me. Their salesmen don’t know when they go out every day. Where to go? After several years of operation, we found that almost all the clients who can advertise have cooperated with us. The lack of effect has led to serious problems in terms of reputation and trust. This simple example can illustrate: Advertising is still the king of effectiveness.
The so-called effectiveness lies in planning. First of all, from the perspective of a salesperson, if there is a good planning case, the business will take the planning case and run the business. It will be much better than running without any new planning ideas. I have personal experience of this. When I was an advertising salesperson, I came up with an idea about the 5.1 wedding theme planning, and I found it when I went out to run business. In industries related to marriage, such as wedding celebrations, wedding photography, beauty and makeup, wedding candy, and other related industries, first show the plan to the other party, so that the other party can see business opportunities in your plan. Raise the other party's interest and then It is very easy to talk about advertising business. In just a few days, I can easily cover all the pages of the entire special issue.
Secondly, in terms of advertising effects, with planning
Advertising is more targeted. It can greatly increase the attention and effect of advertising. At present, ordinary merchants are also suffering from not having good ideas to increase sales, and they do not have planning capabilities, so when you talk about cooperation with planning, you will never be rejected. Rejection. And the success rate is quite high.
Four: Integrate multi-channel resources
Most DM operators now We have realized that websites and newspapers are integrated. Many companies have launched advertising and website publishing, etc. The effect is also quite good. Multi-channel integration of resources should consider many aspects. Websites, outdoor media, and DM advertising are the three most popular ones. Easy to operate. Let’s talk about the website first. The investment in the website should be minimal. With the popularity of the Internet, the future development trend of DM must be integrated with the Internet. The restrictions on distribution channels will cause many people to be unable to see physical publications, but the Internet can To make up for these shortcomings, thereby amplifying the advertising effect, but the biggest problem is that the number of website views is generally not high. We should consider building a comprehensive website that integrates local forums, online newspaper reading, and classified navigation. We cannot say too much here. Specifically.
The third is outdoor media. The so-called outdoor media refers to billboards on the roadside, advertising spaces on traffic thoroughfares, bus stops, etc. If you have enough resources, you might as well try it. Enlarge your newspaper from time to time and install it in a place with a large flow of people. The effect and influence are not generally strong. There are also buses, bus stops, school entrances, in short, where the flow of people is Big, people stop wherever they have time to read and try every means to show your newspaper to everyone.
Five: Extension of distribution channels
The current distribution channels are generally stores along the street, and free access to newsstands is the main one. However, many merchants will question this. They think that it is monotonous to only distribute to stores along the street, which is also a flaw of DM advertising. Because It is impossible to distribute newspapers to every household. If the newspapers are distributed thoroughly, both printing and distribution costs will increase exponentially. There is currently no good way to solve this problem. However, other methods can also be used to make up for it. .
1: When it is distributed to living communities, you should first contact the relevant departments of urban management. If approved, you can invest part of the funds. Place some fixed reading columns at certain locations so that residents passing by the community can see them. This eliminates the need to send them to every household. It can be considered as covering the community.
2: Publish a bound volume every month. Use fixtures or wires, ropes or other things to fix it on taxis, buses, or short-distance passenger vehicles.
3: Cafes, teahouses and other leisure places should be updated in a timely manner. It is best to print beautifully bound volumes.
4: Local hotels and guesthouses should be updated in a timely manner. Distribute one copy every day.
5: Distribute some appropriately at job fairs or in some major markets
6: Set up some free reading points in major supermarkets in urban areas, or in densely populated areas.
In short, in one sentence, try every means to let more people see it. Your publication.
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Comrades who love DM are welcome to communicate and learn from each other.