Zhang Xuanming was in a very bad mood at the moment.

The company's quarterly stumbling is over, but the problems facing the company are far from over.

On a large scale, the turnover in Q1 was less than 60% compared with last year, and the net profit was even worse, less than 40% of last year's Q1.

If Q1 is the off-season for sales, and the turnover is still a natural disaster, then the sharp decline in net profit comes from the blind expansion of sales and high-cost and inefficient offline brand customer public relations, which is mostly a man-made disaster.

He is not afraid of natural disasters, as long as he has the heart and ideas, Zhang Xuanming believes that man will win the day, but when he encounters man-made disasters, especially if he is still in such a situation, Zhang Xuanming has a deep sense of powerlessness.

After collecting comprehensive operational data on Friday, Zhang Xuanming had a hunch that Huang Peng would take a step closer to blindly expanding the offline brand, so he deliberately explained to Zhang Sichun, and also taught Zhang Sichun some methods to press down on this momentum, but this time he can press it down, and when he goes to the United States for treatment, thousands of miles away, after he is strictly controlled by doctors, Zhang Sichun can still control Huang Pengxi?

Thinking of this, Zhang Xuanming sighed, closed his notebook, and looked at the ceiling in a daze.

"Zhang Sichun is too young, and he has no industry experience at all, Xie Tengfei is a human duty and diligent, but when he encounters things, he is not open-minded and has no decision...... Forget it, letting finance manage the company will only get smaller and smaller...... As for that Liu Yifan, I can't understand it, so it's ...... , forget it, let's talk about it when we meet...... By the way, you can go find my old classmates, Xu Wen doesn't know what he's been doing lately......"

Zhang Xuanming was combing through the candidates in his mind over and over again, when he suddenly heard a gentle knock on the door, so he said, "Please come in." ”

The door was gently pushed open.

Zhang Xuanming saw Liu Yifan's somewhat unfamiliar, immature, and energetic face.

Liu Yifan also saw Zhang Xuanming's stocky, honest, but somewhat tired familiar face.

Then, the two of them were stunned at the same time, and at that moment, time seemed to stand still, but there was some strange emotion in the air, and after three or five breaths, the two opened their mouths at the same time.

Zhang Xuanming said, "You're here?"

Liu Yifan said, "I'm here." ”

…………

As soon as the words fell, the two couldn't help but be slightly stunned again.

Zhang Xuanming reacted first, and said with a smile, "You are Liu Yifan's children's shoes?"

Liu Yifan's mood was still a little uneasy, and he took a few steps closer to Zhang Xuanming's hospital bed before nodding and saying, "Zhang ...... Mr. Zhang, hello. ”

Zhang Xuanming looked at Liu Yifan's appearance and thought that the other party was a little restrained, so he said, "I heard about your performance at the quarterly meeting, but you are not as cautious as you are now." Well, I didn't pay enough attention to the excellent people in the company, which was a dereliction of duty in the past, so now we can get to know each other again. ”

As he spoke, Zhang Xuanming smiled and stretched out a hand to Liu Yifan.

"Mr. Zhang is polite," Liu Yifan walked towards Zhang Xuanming while slandering his Northern Spiritual Skills in his heart, and when he arrived at the bedside, he did not shake hands with Zhang Xuanming, but took out a bottle of red drink from the fruit basket he brought, stuffed it into Zhang Xuanming's hand, and said, "Mr. Zhang, this is freshly squeezed pomegranate juice, I specially asked, this drink is a little green, but it is helpful to your heart." ”

"Youthful, but it helps me? Your self-introduction is appropriate," Zhang Xuanming was not polite, unscrewed the cap of the bottle as he spoke, took a big sip, looked over again, and found that Liu Yifan's eyes always had some inexplicable emotions, after thinking about it, he also smiled, and said, "Speaking of which, I am also a little strange, I always feel that I have seen you somewhere." ”

"Uh...... Mr. Zhang should have watched Huang Rihua's version of "Dragon Babu". ”

"Huh?"

"Some people say I'm like Duan Yu. ”

"Duan Yu?!" Zhang Xuanming really recalled carefully, and subconsciously shook his head, but when he saw that Liu Yifan's expression was a little joking, he couldn't help but be happy, and said, "Duan Yu's belly is all about Buddhism, and your belly is all business logic." ”

Hearing that Zhang Xuanming naturally led the topic to the topic, Liu Yifan's familiar feeling in his previous life came to his heart, and he no longer talked nonsense, but directly took a chair, sat down on the edge of the bed, and took out a pack of cigarettes from his pocket, handed one to Zhang Xuanming, and took out one himself, and said, "What is my idea, Mr. Zhang's opinion." ”

Zhang Xuanming took Liu Yifan's cigarette and lighter, lit it beautifully, took a deep breath, paused in his chest for a while, and then exhaled heavily, closed his eyes and enjoyed it for a while, rubbed his forehead again, looked at Liu Yifan and said seriously, "Reopen a business line for Yinian, this is a matter of strategy, not to mention the feasibility, I would like to hear the logic behind you." ”

Zhang Xuanming had such a reaction, and Liu Yifan was not surprised.

The previous email sent by Liu Yifan to Zhang Xuanming was the result of Liu Yifan's rethinking, and the starting point was to solve the problem of one thought from the root.

The problem at the root of a thought, combined with the experience of Liu Yifan and his two lives, is not a natural disaster, but a man-made disaster.

The soul character Zhang Xuanming is sick, which is a man-made disaster.

Huang Peng, who controls such a key department as sales, has a wrong mind, which is also a man-made disaster.

Even Zhang Xuanming has no choice but to let Zhang Sichun, who is poor in business knowledge, stand on top, from another point of view, it is still a man-made disaster.

What's even more troublesome is that Yinian is a marketing planning company, and the business form is heavily dependent on sales, and when the head of sales has a problem and can't be changed for a while, it's like a Hunan person has hemorrhoids, either the buttocks hurt to death, or don't eat chili peppers to suffocate to death, which is quite uncomfortable!

But Liu Yifan didn't want to jump out to shoulder this burden, putting aside his current identity, and more importantly, Liu Yifan could also see from his previous life that simple marketing planning, its future development space, does not have much imagination.

Marketing planning, to put it bluntly, is to use its own planning plan to win the share of advertising from upstream customers, and then help customers to place advertisements in various downstream media channels, monitor the effect, and earn an intermediate service fee after realizing the customer's requirements.

This model has ushered in a period of glory in the 10 years from 2003 to 2013.

In the past 10 years, the Internet, especially the wireless Internet, has entered a rapid development. Smartphones have opened up a new dividend market, both capital and users are growing sharply, and excellent projects are emerging in an endless stream, so a large number of products need to be promoted, and even the traditional brands that used to be offline have gradually accepted the Internet-based marketing strategy, and step by step the advertising of TV, radio and newspapers and magazines has been transferred to the new Internet media.

In this context, a number of local marketing planning companies similar to Yi Nian soon emerged in China, familiar with Internet operation planning, with the help of the Internet industry background, flexible thinking, and the characteristics of Lu Ziye, in just two or three years, it has almost competed with the old traditional 4A company in terms of the number of customers, turnover, and customer unit price, and even one or two good listed companies.

However, marketing planning is not an industry with absolute barriers, in addition to the planning plan to be beautiful, whether it can have control over the advertising resources of downstream media is also a very important link.

Who can grab a good position in the downstream media, who can help customers get advertising resources cheaper, who can form a larger media publicity matrix, who can grab more orders from customers, and can create more profits, which has become the development trend of the marketing planning industry.

At this time, capital and resources are the core competitiveness of a marketing planning company.

However, once the battle has become a multi-dimensional compound battle of resources, capital, talents, and customer relationships, many local enterprises will gradually lose due to management, capital chain and other reasons, either dying on the capital flow, or finally being acquired by giant 4A companies.

This is also the core reason why in 2017, in order to grab or even buy out more advertising resources in advance, in order to retain core talents, Yinian will need to do a huge amount of financing.

Of course, at this moment, even if Liu Yifan knows this, he can't talk to Zhang Xuanming about these future trends from a high vantage point, not to mention whether Zhang Xuanming can accept his own point of view, just because he is a graduate, he talks about the development plan for the next five years in front of the boss, but I am afraid that Zhang Xuanming will definitely leave a bad impression of rhetoric.

Therefore, Liu Yifan did not rush to answer Zhang Xuanming's question, but first walked to the water dispenser in the ward, found a paper cup, took some cold water, extinguished the cigarette butt in the paper cup, and then walked back to the front of the hospital bed and said, "Expanding the new business line of TO C, so that the company can diversify its operation, in my opinion, is a basic way of checks and balances, feasible and unfeasible, it depends on the logic behind it." ”

As he spoke, Liu Yifan handed the cup in his hand to Zhang Xuanming, then took out a notebook from his bag, opened it, and continued, "As for the logic behind it, it's still the old rule, data speaks." ”

Liu Yifan's sentence of checks and balances made Zhang Xuanming squint, took the paper cup handed over by Liu Yifan, threw the cigarette butt into it, and heard Liu Yifan's data talk, but he couldn't help but sit up straight, leaned slightly towards the edge of the bed, and waited for Liu Yifan to sit on the edge of the bed to preach.

Liu Yifan captured this subtle action, smiled in his heart, but quickly opened the PPT that he had come out of on the train and in the afternoon, and then started to talk about the PPT.

"I asked the brothers for help in the afternoon and made a Q1 sales statistics. Liu Yifan said, touched out another cigarette and lit it, and then continued, "Q1 Our sales are 12 million, involving nearly 50 customers and more than 70 media resources, I picked out one of them as the basic case analysis, if Mr. Zhang feels the need, I can take a little more time to go through all the cases." ”

"Oh, this case of "Asking" is Yin Tihua's responsibility," Zhang Xuanming looked at the picture in Liu Yifan's PPT, and couldn't help but smile and said, "Yin Tihua is good, the customer he has won in 11 years can still keep it." ”

Liu Yifan also smiled, but did not distract the topic, turned another page of the PPT, and continued, "We helped "Ask" make a delivery plan of 800,000 yuan, and a total of 18 media outlets. In the end, we spent 690,000 yuan on the advertising space of these 18 media, that is, on this list, our profit margin is about 14%. ”

"If you can maintain it all the time, customers will naturally become old friends," Zhang Xuanming nodded and said, "Even if the profit is thin, it is not a bad thing." ”

"Let's look down," Liu Yifan clicked on the next page of the PPT, and continued, "The 800,000 list is on the advertising resources of 18 media, with a total of 95 advertising positions, some on a day, some on several days, and some on the position for nearly a month, bringing a total of 9.3 million effective clicks, on average, a click is controlled within 0.1 yuan." ”

"The effective click cost is less than a dime, no wonder customers like it," Zhang Xuanming saw this, and was also a little relieved, pointing to the data on the screen, "Yin Tihua's kid, his skills are still solid." ”

Liu Yifan did not answer, but continued to say, "Of the 95 advertising slots, 86% of the clicks came from the core 27 positions, while the remaining 68 positions only generated 14% of the clicks. ”

"It's not surprising that I often buy a core advertising space, which will be matched with a bunch of leftover advertising space that has little effect, which is originally the strategy of the media, and when the case is closed for the customer, the customer is also comfortable to see that so many positions have been placed. ”

Mr. Zhang is right, these 27 advertising positions actually consumed 710,000 yuan of budget, that is to say, 90% of the money was spent on the core advertising space, and the remaining 90,000 yuan was spent on those leftovers. Through this data, we can clearly see that what customers pay most attention to is actually the core advertising space. ”

"Well, after all, the core advertising position can bring a large area of user import in a short period of time, which is also a core demand for newly launched and newly opened games and newly opened e-commerce customers. ”

"Not only that, in fact, the core advertising space of big media also has a brand effect, and the marketing director puts it on it, which is less risky and easier to pay to the boss. ”

"This is also what Yin Tihua taught you. ”

Liu Yifan smiled, noncommittal, but continued, "I asked Yin Tihua to call up the PV number and click-through rate of each advertising position, which is probably the result, the click-through rate of the core advertising space is about 3/1000 to 1000, mainly depending on the advertising creative, and most of those small positions are advertisements in the form of text chains, and the click-through rate is a little worse, and the approximate click-through rate is between 1 and 5 per thousand." The main reason is that compared with those graphic ads that stimulate the eye, text is much less stimulating to users. ”

Speaking of which, Liu Yifan also finished the first big chapter of PPT.