Entrepreneurship, how to spend money on the blade

Every time a communication session is integrated, departments will argue over seemingly trivial matters. "A certain tax bureau organizes the taxation hundred strong appraisal, in order to consolidate with the tax bureau the Relations, simultaneously occasion in the media speculation oneself ' honest law-abiding ' citizen image, whether needs to sponsor 300,000 for this event?" "This is a national influence of the financial media organizations of the selection, to promote the corporate image of the public, but also can be a good consolidation of media relations, as well as put 200,000?" "" The press conference is sure to open, but whether it is big or small, is spent 500,000, or spend 1 million? In fact, the final result is to send a few drafts. "Now the media in the subway is good, where the advertising can not only well show the brand and product image, but also better close to our target groups, enhance interaction, and the price is not too expensive, I have a friend to get a lower discount, as a 2 million?　　”　　...... Is money a flower, or does it cost nothing? Every time the meeting is over, the manager is like a nightmare. Everyone wants the manager to be a decider and to be sure of their advertising proposals.　　But the manager was hesitant, he had no bottom, he did not know whether the money should be spent, the money to spend it is effective. Set up their own rules of the game the manager especially wants the subordinates to use the rhetoric when they suggest advertising: I suggest that we put the LCD TV network in the store, because the terminal media is the most frequent area of our target audience and the most susceptible to the impulse buying behavior. According to our established Cross-media advertising plan for the terminal, this month's advertising budget is 500,000 yuan, mainly in Guangdong, Guangxi, Hunan province of the three provinces A, B-class stores.　　During the launch, we will use random sampling to carry out the advertising effect assessment, as the next stage whether to continue to launch the basis. But in companies that do not have an integrated budget plan, managers will never hear such a rational voice.　　Managers want to find a standard that measures which money to spend, what to spend, what to spend, where to spend, how to make money more efficient, and get a higher return on investment. Although Schultz's concept of Integrated Marketing Communications (IMC) has been introduced into China for some years, the domestic enterprises, large and small, also swarm into the formation of integrated communications department, but the real integration of the spread of the system into practice, the formation of corporate norms and code of conduct are few.　　This is the case, on the one hand, and corporate managers on the lack of precision communication management awareness, on the other hand, and the lack of enterprises with the integration of standardized operation management personnel. Competent to integrate the communication work of managers, must be familiar with media public relations, familiar with the media delivery, familiar with product strategy management and activities of the three-Habitat talent, they often have advertising companies, media and enterprise triple background, this composite background is conducive to their better through the public relations, advertising and activities of the three means of communication barrier, mastery　　, so that every movement of the enterprise to achieve the highest return on investment.However, in the corporate advertising, public relations and marketing activities of their respective organizations in the framework of the Organization, from the advertisement to find the opportunity for public relations, PR material as an advertisement for the launch, advertising and online, offline activities together, breaking the boundaries of the organization is not easy?　　If the integration of communication managers are not clear, not set up the rules of the game, the various departments of the tangled wrangling will let managers into the mire can not extricate themselves.　　The compilation of integrated communication budget table integration and dissemination, budget first. There is no clear annual integrated communications budget, not with the public relations, advertising and activities responsible for coordinating their own costs, advertising direction, investment principles and effectiveness evaluation methods, integrated communication in the enterprise will be unable to move. Generally speaking, integrated communication within the enterprise can be divided into four levels: the President of personal brand communication, corporate brand communication (corporate brand strategic planning and corporate social Responsibility project dissemination), Product brand communication (PR communication, activity dissemination and advertising dissemination), communication channel management (corporate website, enterprise internal publication).　　In the annual dissemination of the budget, managers must be the next year, the four levels of the dissemination of the action of each decomposition, through the budget table clearly understand the various categories, brand products, various regions, each month in various media advertising and various types of activities such as investment costs. The Integrated Communications budget project is broadly divided into four categories: 1. Hard advertising, television, newspapers, magazines, radio, public transport, subways, outdoor big-name and other interception-type ads; 2. Soft advertisement, TV program, newspaper soft text, magazine soft text, network soft text; 3. PR, exhibition activities, product activities, 4. CSR (Corporate social responsibility) spread.　　These budget categories are the direction in which money is spent, and it is the CEO's personal brand, corporate brand, category (or branded product) that needs to be spent on these communications projects. The annual consolidated communication budget is completed when the budget for the projects and projects is finalized and the budgets are divided into months and places.　　If a company's products range, the category of brand products complex, then the final budget table will be very large, all is densely packed figures. At this time, if managers hastily put a full number of tables to the decision makers, the manager's hard-earned budget table will be the same pile of paper, perhaps in the decision maker's Shu for 10 days and a half months will not attract attention.　　No one will be bored. Interested in a bunch of illogical, unrelated figures, managers who want the support of top decision-makers must tell policymakers the origin of each number and clearly explain the logic of the relationship. Budget management by strategic planning the first budget statement is just a table of items (brands) and money-spending items (various types of communication) that need to be spent, leaving a number in the blanks. Managers need to set out the rules, according to the development of different categories, different brand products business situation, the maturity of different regions and the distribution of projected sales each month and other data, to ensure the consolidation of mature products, to promote long-term products, vigorously foster the introduction of new products under the policy principles of appropriate budget allocation. Because enterprises to sustainable development, we must continuously support the development of alternate brands and products, cultivate new forces, so that enterprises to maintain a good brand products echelon sequence. However, in the old, the distribution of sales and communication linked to the budget allocation, enterprise growth products and new products are difficult to develop, the root cause is that it can not get strong budget support.　　These products due to the small contribution of sales, received the dissemination of support is also small, making the product development of enterprises to form a distinct "Matthew effect": The better the product to get the dissemination of support, the more the sales staff are willing to promote; the worse the product received a smaller spread of support, sales force frustrated, the more the more snubbed these products. Faced with the harsh reality, managers have to rethink and adjust the category and brand product development ratio, to the budget allocation to pay enough attention. The total spread budget line is generally divided according to the 3%~5% of projected sales, in view of the competitive pressure in the coming year, or enterprise new products and need to support the growth of the product too much, or the next year the entire category market will have a larger market explosion, or the enterprise's high net profit can support a large proportion of the spread of the budget,　　Enterprises can also, as appropriate, the proportion of the budget increase, generally transferred to the regular budget of 1.5 times times ~2 times, that is, 5%~10%.　　The forecast for the next year's sales is not difficult for sales managers who are on the market. In the development of the dissemination budget, data on the overall dissemination budget can be obtained directly from the controller or the highest decision makers.　　However, it is not an easy thing to decompose this huge amount of communication costs into every category, every brand product, every spread item, even by region and month. Because the budget allocation must be integrated in the next year, every month, the individual product competition situation to consider, but also in the consolidation of mature products, improve growth products, vigorously cultivate new products under the principle of the management should be to mature products, growth products and new products, what kind of support ratio,　　How to classify the existing products of enterprises into mature products, growth products and new products? It is necessary to introduce the Boston matrix to the cluster analysis of all the products by using the Boston matrix. First, managers must analyze the market growth rate of each category product in the last two years (the proportion of this year's increase in sales), and then estimate the relative market share of each product (the proportion of the product relative to its largest competitor). With these two data as the horizontal axis, the longitudinal axis of the Boston matrix can be categorized into thin dog products, problem products, Star products and Taurus products within four intervals, after classification, managers can according to the Boston matrix principle, the thin dog products to be removed, carefully develop the problem products, vigorously cultivate promising new products,　　Continue to upgrade star products, consolidate Taurus products. However, the Boston matrix simply aggregates the various products and determinesThe drawback of an interval product's support policy is that it does not solve the product support ratio in the same interval. Even if the two identical products are at the stage of the star product, because of the different development conditions, the support policy should be distinguished.　　At this time, the manager will introduce a relative variable for the conversion of the budget ratio, that is, the proportion of market growth rate and relative market share, a number of relative values together, we can get each different stages of development of the product specific support ratio. The process appears too digitized, but when the marketing management development to a certain extent, the real trend towards institutionalization and standardization, the use of numbers, models and a series of complex analytical tools will be unavoidable, if managers do not have a profound theoretical foundation and digital sensitivity,　　There will be a growing sense of inability to manage the budget for communication. Many people have misunderstood the dissemination of work, thinking that in the enterprise to do the dissemination as long as the idea of unrestrained creativity and the resources of the network is enough.　　These old and extensive concept of communication has been confined to the thinking of enterprise managers, so that many enterprises in the dissemination of work like heavenly, seemingly hype, in fact, there is no direction, not all the dissemination of the action of the enterprise's communication needs, the dissemination of action on the accumulation of brand value is no help. Really meet the needs of the enterprise communication, must be through rigorous data analysis and facts to prove.　　One must face the reality that it is not enough to survive in a complex enterprise, and that a professional analysis is not sufficient, and that managers want their proposals to be put into practice within the enterprise, must have enough political finesse, be good at uniting all the forces that can unite, overwhelm boycott and hostile forces. The implementation of this process requires that managers in the production of the budget, the first must be the highest decision makers of the approval and support, and then in the specific implementation, the largest number of departments to draw into the budgeting process. For example, budgeting needs the sales data of each category product, market growth rate and relative market share data, the manager must work with the category manager to make the budget, for example, the budget involves the media cost estimate, the manager will involve the colleague who buys the media.　　In short, managers will be integrated communications budgeting to make everyone's business, is the credit of all, only united most people can have enough to deal with a few malicious attacks.　　It is a good thing for budget managers to have the foresight to budget and manage the integration and dissemination of all expenses. Can improve the enterprise financial management and communication action planning, reduce operational risk, but also for all categories of market personnel to clearly measure any one region and stage of a brand product transmission support, and then targeted to launch market action.　　But the new round of budget wrangling will begin the day the budget has been finalized. The plan will never catch up with the change, the management of the budget must not be rigid, should be in the actual promotion process to adjust, master a certain degree of flexibility. Managers should make a budget plan at the beginning of the year, in the Notes column: In the category of the total budget is unchanged, the budget can be in different months,Different regions and different products to fine-tune between, such as the category needs to increase the amount of more than the total budget, the costs need to be separately submitted for approval. At the same time, the manager should also attach an exemption clause: "The Department of the distribution of additional transmission budget for the Department to bear the cost of the budget, the dissemination effect assessment by the budget Management Department assessment, and inform the whole company." "The advantage of this clause is that managers can avoid the expense of irresponsible communications in their own body, lest the year-end departmental assessment will be dragged down." Because enterprises will always have some department leaders for private relations, the demand for some activities and the media to launch, can be seen from the actual effect, these delivery is completely unnecessary. Budget managers have clearly defined the rules of the game, the results of the assessment to the company as a whole, it will naturally make some attempts to favouritism department leaders fear.