4 of the small cost of the inevitable

From Salt Lake City to New York, big companies such as United, Delta and the United States fare very well, and finally I chose to take the small company JetBlue Blue. It is 800 yuan cheaper than United Airlines, but takes off at 11:35 in the evening. JetBlue, a low-cost airline, has been in the doldrums after 911, and it is a contrarian, lucrative market with shares that have become the most popular airline shares in history. A cheap ticket does not mean experiencing discounts. New aircraft, attentive service (wine charges), entertainment equipment (rent headphones charges), or leather seats (plus blanket charges). Although it was a red-eye flight, it was packed. Looking out of the window dark night sky, I do not sigh, if you can guarantee the quality of service, low price is invincible competitive weapon!

Although the cost is low, JetBlue services and facilities in the air cabin do not reduce the standard

A brand strategy that wins at a low price is not uncommon. IKEA commodity benefits and no lack of taste, become the first choice for petty bourgeoisie. Uniqlo to the civilian price of the conquest of Japanese civilians, but also in China, with the United States, Sen Ma, jeanswest two or three-line city. 7 days, such as home, Han Court and Jinjiang star, forcing a five-star hotel discount. Huawei, ZTE and cool, the countryside surrounded the city, playing Samsung everywhere to find teeth.

In recent years, I am in the advertising industry phone-in, small companies up, playing a low price card. Large companies think 1 million production costs too little, small companies 500,000 to do the job; big companies spend two weeks to suppress a plan, small companies to hand in three days of homework-the Internet time is money, fast also calculate low price. And fast, plus the work and big company gap is not large, small companies outright.

Some people complain, it is the small company without the lower limit of vicious competition, bad rules, ruined the industry ecology. This is obviously reversing. Chinese companies have entered the era of small-cost marketing, small companies ' low-cost Strategic Approach is only to do for the day, to adapt to the times.

4 of the small cost of the inevitable

High profits no longer exist. The first is because of mastering the core technology. An electric kettle on a Boeing plane sells 2000 of dollars, and IPhone6 's profit margin is 69%. Chinese enterprises are good at "learning", keen "cottage", the brand value is not high, had to rely on low prices and foreign brands hand-to-hand combat, profit margin imaginable. Remember the 800 million shirts for a Boeing plane? Although the policy support "China to create", but the foundation is thin, talent, weak research and development ability is indisputable fact, at least for a long time, it is difficult to contend with foreign brands. Another reason for high profits is a monopoly. In the 90 's, the initial installation fee of the telephone should be 3000 pieces! After China's accession to the WTO, economic deepening reform, the political fight against corruption, more and more competition, enterprise Day into the golden Day "This situation only to be remembered."

Nike World Cup advertising

Global creativity is no match for China. Nike a World Cup advertising film is frequently tens of millions, seemingly expensive, but for customers, a campaign eat all over the world, this is to focus on financial resources to do big things, countries spread down, spend a few. But most of our own brands, the furthest to go to Vietnam and Afghanistan, how to global creativity? Many ads are still only in the regional market, or even a city, such as real estate advertising, customers can not even take pictures, rent pictures of money are reluctant to out.

There's a few tries in gaming marketing. How bold people are, how productive they are. In people stupid money ads in the wild Age, the dead knock on the CCTV has become a master, Stath, such as marketing brick mouth of the panacea. But a dose of strong heart needles will also ruin the brand's future. In the CCTV hit the money to kill their own brands abound, one of the leaders than Qin Qi. That year for a CCTV standard King, ruthless hit 320 million, directly put himself on the path of no return. The bloody lesson to the advertisers on a lively marketing class, we tusihubei, heart, to zaguomaitie advertising this thing at a respectful distance.

The economic situation is not optimistic. The export is sluggish, the domestic market is weak, the tax is high, the means of production rises, the manpower cost soars. Dongguan's manufacturing Aihongbianye, Fujian's sports brand also set off the tide of closure, all over the real estate developers ready to run. Individual brands to find digital advertising agency, unexpectedly let people put the traditional TVC and posters also pack, the typical increase does not increase.

Customers tighten their belts, advertising companies survive the fittest, China's advertising industry into the "small cost 1.0" era. White head maid Shang No use, criticisms also no use, just as Honda that Cannes gold medal TVC's concluding remarks "hate it, change it", consider how on demand is the king. In the past, spending 70 million on a CCTV for a year of advertising, 10 seconds a day, now can be changed to spend 20 million to create a big event, in the social media to form an overwhelming discussion. JetBlue is a good example, small costs are still doing well, advertising companies do not have to belittle themselves.

Small cost achievement Big creativity

The idea determines everything. The first part of the "Ghost video", which costs just 11,000 of dollars, gets a thousand-fold gain in Word-of-mouth. A house, a couple of cheap surveillance cameras, a couple of obscure couples, plus 32 of passers-by armour, shoot scary blockbusters. Also such as this year's micro-letter robbery red envelopes, but also a small broad classic case. Advertisers should put down the "small cost" of the stereotype, do not think that less money is necessarily shoddy, which is a good opportunity to challenge creative ability. Big deal, small have small do, Shina, tailored, if the three-dimensional animation or motion control is too expensive, whether you can consider a real shot of the moving story? Only if you eat "real Kung Fu" money, do not want to "beautiful Jiangnan" dishes.

The first part of the "Ghost video", which cost only 11000 dollars, received a thousand-fold gain in Word-of-mouth and was honored by the 2007 Scream Film Festival.

Compress production costs. In fact, as digital technology advances, the cost of equipment has been falling. At least you can save film and printing fees. I used to work for a post-production company and now I can handle it with the final cut of the Mac. In addition, since most consumers use mobile phone browsing ads, there is no need to follow the standard outdoor standards to repair the picture, Canon 5D video quality enough, do not rent Arri, Thailand's late can do, there is no need to go far to Europe and America Australia.

Remind yourself not to save money on your production team. Equipment, scenes, props can be saved, but ideas, experience can not province, a penny a penny. Spend the money you've saved elsewhere on the best directors, photographers, UX designers, and backstage programmers. The fact that the three-stream director really can only produce three-stream works, and then a good idea will be ruined into dog excrement. There is a trick to spend money on big things: give them an idea that is subversive and crazy enough. Although the first-line director bullish, usually too many budget high but creative rotten script, heart unwilling. For the sake of good ideas, he is often willing to drop his own price, and even help you do it, night Ins. Who does not want to work in the collection of a few things to take shots!

Use social media. Micro-bo, micro-letter, the emergence of Renren, to the small cost of marketing hang a beacon. The spread of the virus is clearly worth the cost of advertising on CCTV and major satellite TV. "China good voice" third-quarter advertising bidding, the highest 10 million broadcast once, this is not affordable for small and medium-sized brands. A very entertaining idea is that there is no need to waste media fees. "Jiangnan style," click More than 2 billion, upload directly to YouTube, there is no money to promote.

Small cost Operating Company

Give priority to local talent. In the past, we were willing to pay a large price to hire foreign experts, the biggest reason is asymmetric information. They possess advanced knowledge and rich experience. After more than more than 30 years of development, the local people are gradually abundant, the popularization of the Internet also solves the problem of asymmetric information, Chinese advertisers began to sync with the world. Many international brands have also appointed local managers for cost reasons. Before the need for foreigners to serve foreigners, now locals can butt. Local talent is highly cost-effective. Also, throughout the developed world of advertising, such as America, Japan and Europe, the core employees of all the top companies are locals. Cultural barriers are not a few years in the local life, to make a local girlfriend can penetrate, especially in China, the culture of "profound" country. Foreign experts will inevitably bring high communication costs to your operating costs.

Try to outsource. Americans outsource telephone services and it to India, outsourcing manufacturing to China. All-Inclusive is not a good thing. For example, employing a full-time UX designer and backend programmer requires long-term, stable business support, or "underemployment", resulting in waste. It is better to sign an outsourcing contract, according to the budget, to choose talents with different qualities.

Hire Multi-skill employees. Creative can also write strategies, customer service can also be a process, the senior can drive their own to stop asking the driver. In fact, Multi-skill is the basic accomplishment of modern talents. Too meticulous division of labor, to enhance the efficiency of the reverse effect. The more links, the more the more, the more mistakes, "one foot kick" although tired, but fortunately everything in the grasp.

Reduce office costs. Office can not be located in the CBD of Grade A office space, with an artistic atmosphere of the Creative Park is a good choice. Abandon the past wasteful practices, travel will take first class, accommodation will enter the Hilton, Economy class and the holiday is good enough. If you can solve the telephone conference, don't fly around.

Low Cost hire talent

Some people think, this is not to please the cheapest people! Just graduated from the best, thousands of one months, there is enthusiasm, do not complain, willing to die knock. Provident Fund to buy at the lowest, at the end of the selection of the worst kind of health. There are bad people even proposed, rather than a group of interns, 1000 yuan one months! This is definitely the wrong understanding. The so-called small cost is to use 3 people's money, please 1 outstanding master, and his ability can top 5 people. Advertising industry is a knowledge-intensive industry, you must at any cost to find the smartest, most enthusiastic guy, give them higher than the industry average salary, give them speaks welfare, pay them to the advertising section to open their eyes, to training courses. You know, one of their brilliant ideas can make the customer brand red and make the advertising company famous. Compared with the return, pay is really a "small cost." Google, Apple, the greatest creative enterprises are doing so.

Can a small cost be turned into a big cost?

The world is not absolute. 30 years Hedong, 30 years Hexi, the wind water wheel is just. Your clients make a lot of money, and the cost of marketing increases, and so does the revenue of the advertising company. Helping customers to make business bigger and better is the fundamental means of getting big costs. This requires the advertising company to be very diligent and active, always grasp the market, products, consumers and competitors dynamic, a deep understanding of instant messaging, social media, O2O and electric dealers, in addition to providing creative advertising, but also in business models, product design, channel building, PR promotion and other aspects of contributing, become "High-value" partners. When the small company w+k, to help Nike from reverted small factory grew into a sports brand brother, reciprocated, customers do not treat them. "Everyone is good is really good."

Summary

Throughout China's advertising industry, local customers account for the vast majority of the cake, lack of large cost of soil. Today, most local brands are struggling, even close to collapse, and marketing costs have been slashed. We should not wait for the big gold Lord's appearance, also do not old foreign big production hangs on the mouth, thought that is the real advertisement. According to local conditions, choose a suitable road to survive. The small cost is undoubtedly the starting point of this road. JetBlue profit, in addition to a single machine, low maintenance costs, customer service by the staff at Home Office to complete. As long as we play the creative, try to reduce costs, and ensure quality service, with customers grow up, no matter how fierce the advertising industry, you also have a free gold medal.