What is advertising sponsorship? Advertising sponsorship is a commercial activity that takes an activity as the fulcrum, obtains financial and in-kind support from enterprises in the form of title, hosting, co-organizing, acknowledgment and designated products, and then returns with certain advertisements and news media publicity.
At present, the market of advertising sponsorship is very large and developing very fast, and many people make a living by this line. Not to mention the whole country, in Beijing alone, the industry is growing every day and the number of people is increasing every day. Every day, several film and television dramas are started, countless meetings and activities are held, and countless trainings are held. There are so many activities to be carried out, to attract advertising sponsorship, we should find sponsors, co-organizers and title units. If you want to attract advertising sponsorship, you need a salesman. Will be popular, will be spicy, buy a house and buy a car everywhere. You can't get along without pulling. Therefore, this industry is also an industry with high elimination rate, and it is also open and closed a lot every day. Because of the low starting point, easy entry and rapid development of this industry, the employees are generally inexperienced, and they are like headless flies everywhere, which not only wastes their time and energy, but also interferes with the work of enterprises. Therefore, some affect the image of the industry, some put "Do not disturb advertisements" in newspapers, and some units openly put "fire prevention and anti-theft advertisements", which makes people feel annoyed.
Advertising sponsorship is a brilliant art, involving promotion, psychology, eloquence, public relations, negotiation, advertising, interpersonal relationship, planning and other fields, full of mystery.
Advertising sponsorship is different from marketing. Marketing-pushing products that everyone can see and touch and pushing insurance is also a concept that everyone generally agrees with. And advertising sponsorship, nothing, just a plan to sell to others, an operator had a dream; Second, the two objects are different. Ordinary salesmen are faced with ordinary people, ordinary workers, farmers, citizens, housewives and other people. The person who pulls the face of advertising sponsorship is an expert and a successful person, like the boss and department manager of an enterprise. If you don't work hard and have strong public relations skills, communication skills, marketing skills and psychological quality, it's hard to get the other party to pay you willingly. It is full of knowledge and wisdom, and it is an art more difficult than selling. It can be said that if you learn the art of advertising sponsorship, you will learn the art of all other businesses.
Never Fight an Unprepared War —— How to Prepare for the War
(1) Why should we make full preparations?
Before operating the project, we should not be busy attracting advertising sponsorship. There is a very important job to pay attention to. What job? Preparation work. When it comes to preparation, many people will disagree, I know. But many people didn't do it.
Some of us went into battle unprepared, or unprepared at all. We found one dead, two dead, one dead, one dead, and we were beaten. Why is this happening? Just not ready. Good preparation is the beginning of success, and bad result is bad preparation.
It is important to be prepared for advertising sponsorship. It is very important to get everything ready. Many people don't play well, because they are not fully prepared and the results are not good.
Sometimes I go out to talk business with my assistant. On the way back, my assistant will say to me, Teacher Zhang, why are you so quick today? If I were you, I would really be caught off guard and don't know how to answer that question just now. I told him: I am not smarter than you, faster than you. It's that I'm better prepared than you.
Before the visit, I made a comprehensive survey of this customer, made a serious study, and made various ideas and drills for the questions they might ask. It can be said that today's achievements are due to past efforts. Every effort in the past will be reflected in my performance today.
If you are really ready, you can lie on your desk in no hurry and answer questions like flowing water, so you won't give up all your efforts and be in a hurry. You will save a lot of trouble and time during the operation. "Don't mistake the woodcutter for sharpening the knife!" Please remember this sentence.
So, what should we do with advertising sponsorship? Where to prepare?
(2) Prepare an adequate directory.
As a salesperson, it is very basic and important to have a complete list. If you want to be a gold medal salesman, it is essential to master a large number of catalogues. I found that salesmen who can't get advertisements have a common problem: there are not many potential customers. The reason why gold medal salesmen can continuously attract advertisements and sponsorships is that they have a large list of potential customers. Whoever has end customers will have wealth. "People are the veins of money, and resources are financial resources." This is the most popular sentence in the market at present.
Why do some salesmen have no customers?
On the one hand, because the salesman is lazy and unwilling to develop; On the other hand, because he didn't know how to develop it, he didn't do a good job of collecting and sorting it out at ordinary times.
As you can imagine, a salesman has no customers. If you want to get advertising or sponsorship, it is impossible for the company to continue its business. This is called "a clever woman can't cook without rice"!
Therefore, the work of developing customers is the most important, comparable to negotiation and signing. Finding customers can be useful and useful. So, how to find and develop customers?
1. Where are your customers?
First of all, what is your target market? What is your customer range? How to find these customers? For example, Grade A, Grade B, Grade C ... You should list him in your notebook, focus on it first, and spend 80% of your time on Grade A customers.
For example, I used to sponsor, advertise and do special topics in a legal newspaper. My clients are: public security organs, rich units, units that often advertise for fame, units that fail to do well in problems, units that are marked with "law", bosses who are willing to make friends with journalists, private enterprises and so on. Where are your customers? Please think it over.
2. Ways to find customers.
Secondly, when you know the direction and scope of your business, you should know how to find these customers. Now introduce several commonly used methods:
Consult all kinds of compilation materials.
These compilations include statistical data, catalogue data, newspaper data, etc.
Statistical data refers to the statistical investigation reports of relevant state departments, statistical investigation data published in newspapers by trade associations or competent departments, and statistical investigation data published by trade groups.
Directory information refers to various customer directories (including existing customers, old customers and lost customers), classmate directories, member directories, association directories, employee directories, celebrity directories, telephone yellow pages, company yearbooks and enterprise yearbooks.
Look for the yellow pages of advertisements.
Go to the library to consult trade publications.
Search online.
Internet is a cornucopia of information, which contains all the information you need, especially some large enterprises, and all the relevant information you need can be found on their web pages.
Whether the information you find is correct or not depends on the search keywords you enter. For example, now I want to train an advertiser. Where are my clients? One of them is an advertising company. So how do we find them? I click on "Beijing Advertising Company" on the Internet, and I can immediately find the list of all advertising companies in Beijing and related information on the Internet. ..... and then I copy and paste the name, address, telephone number, contact person, etc. Print it out.
Surfing the Internet can broaden your horizons. You must be good at using it and make full use of it.
Pay attention to collecting advertising reports from various media.
Units that often advertise and report in the media show that they all have the need to advertise and expand their popularity, or their enterprises have better economic benefits.
Some local or industrial newspapers, magazines, TV media and street sign advertisements all contain a lot of information and materials. Usually pay attention to collection, some can be cut and pasted, and some should be recorded in time, including the address and telephone number of the company, as well as some key points and feelings you thought of at that time, all of which should be written down. "Good memory is better than bad written memory."
Through friends, relatives, classmates and colleagues.
It would be better if some friends with real power units could introduce them. For example, friends in industrial and commercial taxation, public security law and other departments, and heads of some units or departments. Through their introduction, you can make some senior customers. Because we pull advertising sponsorship, most of them are dealing with unit leaders. It is better to have a relationship and face than an official seal; Sometimes his superior leader can surpass you, saving you a lot of twists and turns and procedures, and it is easier for the other party to trust you and get close to you, making your business more successful.
I want to remind you of this: for those who help, you should repay others accordingly. Although friends help out of friendship, we should learn to be grateful. Successful people are grateful people!
Go to an organization that specializes in selling catalogues.
Directory exchange
Some directories have been used many times, and your directory is basically worthless, but others get your directory and it is new, which doesn't affect anything. So, you can exchange catalogs with sales people from other companies.
Shortcut to establish contact-attending various meetings
There are many meetings held in all walks of life, such as seminars, briefings, exhibitions, trade fairs, training sessions and various activities. Especially the large and small gatherings of some elite talents. In short, don't let go of all the information you have about the meeting (activity), cherish this opportunity and try to attend it.
Because the crowd is concentrated during the meeting, you may know people at all levels and in all fields. In this way, you can quickly establish a large number of contacts and establish some high-level contacts in various industries in a relatively short period of time. Not only that, you can also make full use of this opportunity to obtain all kinds of information and materials, and at the same time you can improve your social visibility.
Some people refer to attending various meetings as "clubbing", which is inevitably derogatory, but on the other hand, "clubbing" is indeed the most economical, quickest and most effective way to obtain potential customer relations.
One thing to note: after receiving the business card at the meeting, you should always contact. There is a saying: "contact, play"-that is, maintenance, there will be information, information, results, and "play"; In this way, the relationship will become more and more familiar and better, and there will be follow-up resources. If you don't connect, there is no chance. For example, the other party changed his mobile phone number, moved to his work place and changed his work unit, and he was disconnected if he couldn't get in touch.
3. How to know your customers?
-What do you know about customers?
Before you contact customers, you must know each other.
Understand the basic situation of the customer himself. For example, the customer's unit, position, native place, major, temperament, hobbies, main family situation, social relations, such as children, lovers, relatives, relations with other responsible persons of the enterprise, any outstanding achievements or recent examples worth talking about, such as whether newspapers, magazines and TV stations have interviewed or reported, whether they have spoken at an activity, and so on.
Understand the situation of the customer's enterprise. For example, what are the characteristics and shortcomings of the quality, price and function of the main commodities compared with similar commodities? What are the social evaluation, popularity and reputation of their enterprises? What are the outstanding characteristics compared with similar enterprises?
Understand the current situation of customers. For example, what have you been doing recently, what successful experiences have you had in recent years, what lessons have you failed, what honors and medals you have won, and so on.
Why do you want to know about these situations? The main purpose is to facilitate communication and bring each other closer. I heard that you are a tiger, so am I; I heard that you are a soldier, so am I. You are a master of Go. Let me ask you something. Your child is going to college this year, and I have an internal file here ...; Your lover is in poor health. I brought you some health products. You have a try. You recently said on a certain occasion: … I feel the same way; I found that your advertisement has a significant shortcoming, and there is something wrong with your company. I think it should be. You have been carrying out … activities recently, and I think this activity should …;
Everyone has a radio station. When can we listen to it? When talking about yourself, when talking about things related to your own interests; What are you most interested in? For yourself, for people and things closely related to yourself; From this perspective, people care more about themselves. The more you know about him and get in touch with him, the more you will speak the same language, the more active you will be and the more intimate you will be.
-how to understand each other's situation?
Read the work plan, summary, experience report, introduction of typical figures, advanced deeds report and other relevant materials and documents that can reflect the operation of the enterprise. In the past year or two.
You can also learn through some interpersonal relationships, such as chatting with employees of your unit, or chatting with relevant personnel who are familiar with the situation of your unit or friends of this customer.
Look at websites, billboards, windows, wall newspapers, briefings, etc.
(3) Prepare a set of the most appropriate lines
The most successful salesmen have a decent set of lines. If you want to expand your business, you must have a set of lines in advance, including:
Meeting route-opening remarks;
Introduce the route of the project;
Response line for the problem;
Understanding and views on some situations.
How to be familiar with this set of lines?
After you take this line out, you must practice it again and again. How to practice? You can practice in pairs or in groups, so that everyone can make suggestions. Then, find some small enterprises to give it a try, check and see what is not perfect in this set of lines. What other issues have not been considered? What other supplements are needed, or what new selling points are developed? Wait a minute.
If it fails several times, we must stop immediately, and everyone will sit together to analyze the reasons, brainstorm and discuss the response. Finally, we will form a sample response and organize it into a set of most suitable lines. Once the most appropriate lines are formed, we will memorize them.
When I train salespeople, I ask them to do so. Every student must recite it first, so that everyone can pass the exam. If they pass the exam, they can't play. Some people don't understand, and they always like to do something by themselves, or go on stage without passing the customs, always thinking that they will play well on stage, and as a result, they will be severely hit as soon as they go on stage.
I told these salesmen that these experiences were summed up from thousands of failed lessons and successful experiences. You have to listen, you have to do this, you have to copy this. When you have not succeeded, you must have a blueprint and imitate it first. You can't play until you are ripe. Doing so is responsible for you, the company and the market.
Here, I want to send you a word: keep your word, there is nothing wrong!
(4) Prepare the required props.
1. An attractive business card.
Carefully design and make your business card! A good business card can help you a lot! When I was a stationmaster in a newspaper, my business card was designed like this:
Just above the business card, there are two bold lines: promote social integrity and attack corruption and evil.
The next line is: Zhang Chunjian, stationmaster of XXX newspaper workstation.
Take out this business card. It's very intimidating. When I went out to do business, the other party immediately stood in awe, which brought great convenience to me in advertising and special topics.
The main job of being a stationmaster is to order newspapers, pull advertisements and write manuscripts. But during the introduction, you said that you were here to pull an advertisement, and you didn't even want to start work. Anyone who sees it will be annoyed: newspaper subscribers and advertisers again. Your business card may turn into garbage in an instant.
I am also a transfer student. I hope I can help you.