Chapter 622

"Yes," I said, "this is related to the activities in our plan. Newspapers are commodities. The best way to promote commodities is to hold various effective activities. Most of the activities we discussed before are carried out around the newspaper subscription activities that have direct effects

"I wonder if I can add some activities that seem to have nothing to do with newspaper subscription, but are actually closely related. Holding more such activities can actually move the hearts of the public, establish the credibility of our media group, and improve the good social image of our newspapers, so as to promote the expansion of newspaper subscription and retail …

"For example, we can unite with the relevant charities in the city, some primary and secondary schools and companies in the city to buy part of their own newspapers. Every Saturday and Sunday, we can mobilize the children to go to the streets to have a charity sale. All the money sold will be donated to charities. In this way, we have made a real contribution to the society and done good deeds .

"Second, let the students participate in such activities and exercise their social skills, which is conducive to the cultivation of children's love heart. It is undoubtedly good for the growth of children to educate them to be loving people and learn to help the weak. For the school, it is also a public welfare activity, a good wish for them to educate their students, and a good opportunity Very meaningful social activities

"For us, what we pay is a green leaf. However, we will harvest a spring. The good reputation of our group will naturally leave a deep impression on the public. The influence of our newspaper will naturally expand to the public. In addition, there are several parents behind a child. This is a powerful diffusion effect, and the strength of this effect is immeasurable. ”

"well, you said it very well!" Qiu Tong readily agrees.

I said: "this is just an example. We can plan more similar activities by analogy. It seems that we spend money without direct return. In fact, in the long run, what we gain is many times more than what we pay."

"Well That makes sense. I agree with you very much! " Qiu Tong nodded: "you have a good idea!"

"And -" I said: "our group has a large number of sub newspapers and sub periodicals. We don't need to consider the party newspaper. This is the plan direction, the documents issued by the Municipal Committee, and the evening newspaper. Because the popularity is already very high, the difficulty of distribution is relatively small. The problem is that several sub magazines of our group, which are all monthly magazines, are not priced well It's not high, but there are not many people who spend money to subscribe to magazines.

"Moreover, it's not polite to say that although our magazine is well run, it's far from reaching the level of readers and bosom friends. Its circulation has not been large. However, the group Party committee's subscription task to the magazine is increasing year by year. It took nine cows and two tigers to complete the subscription task last year. This year, I'd like to finish it In this area, we need to think more and use our brains. "

"Well What you are saying is that it is very difficult for magazines in the group to subscribe every year What's your new idea? " Qiu Tong said.

I thought about it and said, "bundle distribution!"

"Bundle issue? How to bind it? " Qiutong looked at me a little unexpectedly.

I said, "when we subscribe to the evening paper, we all have to give free gifts to our subscribers, don't we?"

"Yes, it's an old tradition. It's what every newspaper does!" Qiu Tong said.

I said: "the value of our annual distribution gifts is included in the distribution rate. Since we can purchase peanut oil, rice, flour, umbrella, water cup and other items, why can't we purchase magazines within our group?

"We can operate in this way. Under the internal coordination of the Party committee of the group, according to the distribution cost price, we purchase magazines within the group, that is, magazines scheduled for next year. The distribution cost price of the whole year is actually lower than the money we buy gifts. In this way, our magazine is added to our distribution gifts to provide subscribers with a variety of choices. Subscribers subscribe to the annual newspapers. They can choose peanut oil, rice, flour, or the magazine of next year issued by our group

"Peanut oil will be gone after a period of time, flour and rice will be gone after eating. However, magazines are available every month. They can be read for a year and have preservation value. In this way, subscribers who like spiritual food can choose our magazines for the whole year next year. Even if one tenth of subscribers choose magazines, there will be tens of thousands of magazines published. This is not a small number, In this way, the circulation of our magazine will undoubtedly be expanded. Even, our magazine does not need to be specially distributed. It can easily exceed my annual task by just relying on the gift bundle of newspapers

"The pressure on us to issue magazines will certainly be reduced, and we can concentrate more energy on the issue of evening newspapers and other newspapers And for the magazine editorial department, it is a great and far-reaching good thing, and they will certainly agree with it. "

"Ha Yike, you have a lot of ideas. It's a great method. It's very operable! " Autumn Tung two eyes shine, excitedly said.

"We can't do this alone. We must coordinate with the Party committee and get the support of the Party committee." I said: "the premise of success is that the magazine editorial department can't think of making money by our operation, their distribution cost must be deducted completely, and the distribution rate can't be retained.""Well..." Qiu Tong nodded: "this is very important. The magazine's listing price is 5 yuan per month, and the annual subscription price is 60 yuan. Their internal distribution rate is 50%. In previous years, they only give us 30%. If they keep a part of it, it is 42 yuan. This price is unacceptable for us to make gifts. We will greatly increase the distribution cost. If we calculate it according to 50%, it is not acceptable That's 30 yuan. It's appropriate. Within the range of our issuing rate, it's equivalent to the value of other gifts In this regard, it is unrealistic for us to negotiate directly with the editorial department. It is necessary for the leaders of the Party committee of the group to coordinate. "

"It depends on the vision of the person in charge of the editorial department of the magazine, whether they only care about the immediate interests or have a long-term vision. When their magazine goes up, there will be more advertisements. Now the magazine advertisements basically can't earn a few money, because the circulation is too small. Their current operation mode still depends on the distribution to make money. If it goes on like this, it will never happen "To be bigger," I said, "now the really good magazines in China have gone out of the mode of relying on distribution to support themselves, and started to grow by advertising."

"I will seriously consider your suggestion and form a report to type it up." Qiu Tong said: "of course, this report can't be made now. We have to wait until the Party committee of the group has established a big idea."

"Well..." I nodded: "in fact, we do this, but also a marketing technique."

"What do you say?" Qiutong looks at me.

I said: "I'll tell you a story: a boss is tired of playing with junior, but junior is getting older, so he can't ask for tens of millions of compensation for forced marriage. The boss thought hard and thought hard. In order to improve her education level, he spent 100000 yuan to get her into the MBA class. The boss of the class is like a cloud, and the third boy charms the whole class. Within two months, Xiao San ignored his boss There is a method in marketing called transferring bad stock. The most effective way to transfer bad stock is to benefit all parties. "

"Ha ha..." Qiu Tong laughs, his face is a little red.

Looking at Qiu Tong's charming smile, I can't help but look at Qiu Tong in a daze.

After laughing, Qiutong found that my eyes turned red again and looked unnatural.

I was aware of the strange look of Qiutong. I quickly shifted my eyes and coughed.

We were all silent for a moment, and the air in the room was a little embarrassed.

"Any other good ideas?" For a moment, Qiutong looked at me.

I made up my mind to get rid of the embarrassment just now and said, "not yet. However, words are dead and people are alive. Our distribution activities can't be constrained by documents. Even if the plan is settled, in the specific operation after that, as long as we have new ideas and are beneficial to the distribution work, we still have to adapt to circumstances.

"We are not afraid to overthrow our old ideas. We have to decide new measures according to the new situation that changes at any time. After all, we have many opponents, and they are not stupid. Their issuing measures this year have not come out, and they will also actively innovate.

"We can't respond to changes with constancy. We should constantly adjust our distribution strategy according to the new situation of our competitors and the market at any time, and strive to occupy a more active and advantageous position in this year's newspaper war, and strive to occupy a larger market share The war has not yet begun, but the smoke will soon be everywhere What I have just said will be added to this plan. "

"Well, I'll add in, and I'll put in what you said today in a proper way." Qiu Tong nodded happily and looked at me: "Hey, Yike, you really have a lot of ideas. Compared with you, I'm much worse. You seem to have a lot of practical experience."

I said: "I don't have any actual combat experience. I'm actually inspired by your usual work ideas. Don't you often say that you should be good at finding problems in your work? Hehe, I think we should not only find our own problems, but also find inspiration from the problems of customers. That is to say, we must pay attention to the needs of readers and understand what our readers need most. When we can't control the quality of running newspapers, we can only think about these from the perspective of marketing We newspapers often carry out reader surveys. We must consider many questions raised by readers from various angles, instead of simply understanding the superficial intention of readers' questions. "

"Oh..." Qiu Tong nodded thoughtfully, frowned and looked at me: "I don't really understand what you mean."

I said: "for example, the client said: help me design a vase. Little a went straight to make a vase. Small B asked a few more: how big? What material? What's the budget? Little c asked: what do you want a vase for? Do you use flowers for interior decoration? Xiao a must have made the vase, but it may not be what the customer wants. Small B also made a vase, the customer also paid. But small C may surprise customers. "

Qiu Tong brow stretch, smile: "I understand."

I said with a smile: "what a smart child, a child can be taught --"

"ha Screw you. " Qiu Tong pretended to be angry and looked at me, but she couldn't help laughing again.