Chapter 1: Thinking and Positioning

The operational thinking of DM is the key to success. The operational thinking dominates the development direction of DM. In short, it is the backbone of DM. Only when the operational thinking is correct, many detours will not be taken, and only the correct thinking is the key to success. It may be affected by the market environment, restricted by funds, competitors and market awareness, but success is only a matter of time.

The detailed analysis of DM's operation ideas should start from the following points:

First, the service target

As a DM operator, a lot of money and energy are nothing more than getting market recognition and economic returns. Market recognition is not only the word-of-mouth of ordinary people, but on the surface, it is dealing with merchants. All profit returns are also obtained directly from merchants. But in fact, the biggest profit still comes from ordinary people. It is very simple. You earn money from the merchants, and the merchants earn money from the people. Only when the merchants make more profits through your media propaganda will they be willing to return part of the profits to you. Therefore, the basis of DM operation is the public. Only when you are recognized by the public can you get a return.

How can you be recognized by the public? It's not a simple thing to get the public's approval.

1. First of all, respect.

Your theme should know how to respect the public. Don't underestimate the IQ of the public, and don't be clever. For example, it's a common problem in DM industry now, and it's fiddling with the number of publications. In fact, there are only a few thousand copies of publicity, which is exaggerated several times. I don't think this will bring any substantial changes to your DM. On the contrary, I get a dishonest impression.

2. Don't underestimate the IQ of the public.

I have studied DM newspapers all over the country, and sometimes I will ask my friends from all over the country to mail them to me, or search various networks to read newspapers online. I found a very serious problem. Many operators will only pay attention to profits and ignore the published contents. All kinds of diet pills, health care drugs, credit card overdrafts, fortune-telling names, Feng Shui Yi Xue, and so on. Magic Poker even has advertisements for swindlers who apply for permits and sell black cars. I think you underestimate the IQ of the public, and now even middle school students can understand that it is deceptive. Therefore, the published content must resolutely put an end to such false advertisements and be responsible to the public, that is, to yourself.

3. Practicality

What is the use of a simple DM newspaper for the public? This depends on your understanding and understanding of DM. However, every successful DM has a * * * nature, that is, practicality. The so-called practicality means that no matter who gets your DM newspaper, there are things that are useful to him. Those who want to buy a house will pay attention to your real estate information, those who want to find a job will pay attention to your recruitment information, and those who want to find someone will pay attention to your marriage and dating information. Some people love food and can find information about all kinds of food. No matter who can find the information they care about, you will not be far from success.

2. Market positioning

Market positioning refers to the future of DM development. Simply put, it means how big and strong you plan to make your company.

First, the local market. This is very simple. If you don't want to open a branch or engage in franchise chain, it is just simple. As long as you join a DM company with good reputation and qualification, you can just use his serial number.

Secondly, franchise chain

This is more troublesome, first of all, the qualification problem, three years of experience and 1.5 million registered capital. However, there are shortcuts. You can find some qualified companies to help you register. After success, you can develop chain branches all over the country. Once it develops into a large scale, the franchise fee and annual management fee are also considerable.

Chapter II: Pre-market investigation

1: Market environment

The quality of the market environment is not crucial to the impact of DM. If the previous thinking is correct, success is inevitable, and the only impact is the fast and slow pace of success. The investigation of DM operation on the market environment is mainly to understand and be familiar with local characteristics, business environment and other factors. The main attention should be paid to the following points: urban population, The size of the city, the consumption power of residents, the number and concentration of businesses, and so on.

It is difficult to make a big city, such as a first-tier provincial capital city. If the circulation is small, it will be almost invisible, and the pressure of multi-cost distribution will naturally increase. Even if it is barely done, it will cause serious money burning. The risks will follow. This is why the provincial capital cities rarely see DM newspapers, and some larger second-tier cities do not recommend it. The reason is also the reason mentioned above. Small cities are not easy to do. For example, some small county-level cities have low distribution costs. But the market is so big that it is unrealistic to do as much success as you want. If you are currently in the advertising industry, you can consider it. For example, you are doing something similar to copying and typing. It's easy to succeed.

2. Industry environment

This should be analyzed emphatically. First of all, what are the local media, such as TV media of local stations, radio, daily evening news, outdoor media, etc. If a city's outdoor media and TV newspapers are competitive, Then your resistance to doing DM will increase. Therefore, you should carefully analyze these external factors before doing DM industry. In addition, you should pay attention to whether there is a local DM company. The most important thing is the people's awareness of DM industry. This is more important. If it is a completely blank market, it is not easy to do it, because the awareness of ordinary people and businesses in the blank market is zero. In this case, you need a long period of preparation and guidance. If there are competitors, it will be much easier. It's equal to that your opponent has helped you to prepare and guide in the early stage.

Third, competitors

At present, there are DM industries in every city, some of which are more or less. There should be 3-5 in general county-level cities, and there are more than a dozen or twenty in prefecture-level cities. Competition is inevitable. First of all, you must have a sense and never take your competitors seriously. The biggest enemy is yourself. If you are more mature than your competitors, Then you can't say that you can kill your opponent, at least you can grab your own market share.

Before you start this industry, you should fully study your opponent, study his operation ideas, business philosophy, advantages and disadvantages. This must be thoroughly analyzed, and don't look at your opponent from the perspective of DM. If you study your opponent as an insider, it's easy to mislead yourself. After all, the other person exists and the survivor must have his reasons for existence. You should study your opponent as the public's thinking. Investigate more and consult each other's influence in society. Word of mouth of ordinary people. Find his strengths and weaknesses. Recognize your own strengths and weaknesses.

Study the economic strength and social resources of your opponent. If the opponent is financially strong, you should pay attention. I have met an opponent who is dead with you, and he will completely copy whatever you say. If you sell 111, he will sell 81. If you dare to sell 51, he will dare to do it for free. There is a great momentum of not giving up until you get rid of it. This will be quite troublesome and burn money for you. Therefore, this factor should be considered. As for the personal relationship of your opponent, it is also necessary to study it well. For example, the other party is the owner of the legendary "someone above me", which is also quite terrible. It is also quite sad to find trouble with you for three days. It is also quite sad to report you and other dirty means. Don't say that you have no handle. No company's DM newspaper is completely legal. As long as you do it, you must have something to handle.

IV: Comparison of advantages

What advantages do you have as a DM? How can you make the people trust and recognize a new company? This should be fully prepared. At least you must be stronger than the other party in its advantages and concentrate on the other party's weaknesses to get everything under control. For example, work hard on planning your mind to expand the scope of distribution. Reasonable strategic layout, strict internal management, learning more industry experience and other means can you be better than others.

Chapter III: Preparatory work in the early stage

1: Funds

I often meet some friends who ask me how much it costs to be a DM company. Seriously, this is really hard to answer. You can talk more or less. There are many usage and operation methods. It's not impossible to insist on doing it. Considering various factors, the following data are given (note: the following data are for reference only, and the actual situation in different places is ignored).

1: Second-tier cities. Second-tier cities refer to prefecture-level cities. I think it's basically impossible for a general prefecture-level city to achieve full coverage without 51,111. If you calculate this way, even if you are in good operating condition, It's best not to think about it if you don't have more than 311,111 yuan. It doesn't mean that you need so much money, but only with so much budget, you won't be forced to change your thinking because of the problem of funds.

2. Third-tier cities. Third-tier cities refer to cities that are larger than ordinary county-level cities and slightly smaller than prefecture-level cities. They need about 1.5-21,111 shares to fully cover them. Such cities are the best for DM industry. Generally speaking, less investment can get quick results. Generally, the capital needs about 1 million yuan to meet it.

3. Fourth-tier cities. Fourth-tier cities refer to ordinary small county towns or larger district-level cities. More than 51-8,111 copies can be covered completely. This kind of city is suitable for comfort, does not ask for much money, and is suitable for doing it with an annual income of about 5-1 million yuan. The operation is simple and the pressure is low. Generally, the investment of 31,111-51,111 yuan can basically operate normally. < P > 2: Budget < P > This budget includes the previous investment (see the above capital content), the budget and expenditure of the price specification of the layout, printing cost, personnel salary and expenses, etc. The problem is not complicated. I won't introduce them one by one. Let's briefly talk about the layout and price setting. Layout is generally divided into coated paper and newsprint. Coated paper is mainly divided into 115g, 91g and 81g. If the printing cost is calculated according to 115g and 11,111 copies, it is about 2,211. There are several newsprint, which are mainly distinguished by printing, including full color, color registration, half color, half black and white, and four colors. Pure black and white, etc. The price is generally less than 1.11 cents.

The price of a page refers to how much you want to sell each page. This is generally determined according to the operating cost and local market.' Generally, it is impossible to change or reduce the price easily. Once the price is reduced, it is impossible to go back to the price increase opportunity. Therefore, we should be cautious.

3. Selection of the serial number

The serial number generally refers to the license number. The ultimate goal of this choice is to legalize your publication, so you can join any one, as long as the other party has complete qualifications and there is no problem in the annual inspection. However, in view of the fact that DM advertising is closer to life and promotion, it is suggested to join some catchy and relevant theme names, such as Yanji's World of Supply and Demand, Shanxi Taiyuan's Life Guide, Jiangsu Changzhou's Ninth Life, Shandong Laiwu's Golden Idea Advertisement, and Shandong Laiwu's Golden Idea Advertisement. "City Life", "Express Information" and so on. It's just that the initial subscription fees are relatively expensive, and it is recommended to be around 2,111-5,111 yuan. You can consider this specific situation by yourself.

4: Office facilities

This is actually very simple, such as offices, computers, printers and so on. If you have the conditions, you can choose better ones with a facade, and you can make the signs bright and conspicuous. Second, it can reassure customers. Third, it can bring you certain advertising effect invisibly.

Fifth, personnel composition

Designers-generally, there are two designers in larger second-tier cities, and generally, there are 1 salesmen in smaller companies

-generally, there are about 4 salesmen or more. Because of the particularity of advertising business, there is a large flow, so basically, we are always recruiting salesmen. -It's better to be a woman aged around 31-45. Remember not to use temporary workers. Temporary workers are unstable and difficult to manage. .

reception:? This is generally handled as appropriate, mainly responsible for reception, telephone answering, logistics and other sundry.

Planning:? A good plan can make your company formal quickly. Its importance can be seen in general. This kind of talent is generally hard to meet. It is also difficult to retain good planning talents with general treatment. DM advertising will always be fatal. As for the reasons, the later business knowledge will be introduced in detail.

Chapter IV: Initial operation

1: Initial layout planning

The formulation of initial layout depends on your thinking and operation strategy. The layout planning of the first issue is very important. The first impression depends on the layout. It is suggested that large-page advertisements should be free of charge, mainly for free. Although they are free, they should earn the public's attention and reputation. Therefore, we should focus on small information as much as possible to make information supermarket. The first phase should be based on massive information, and strive to achieve more than 411 pieces of information in 4 pages. As for information collection, we can collect it from local newspapers. Get TV and various channels (provided that you contact customers by phone to confirm). You can also send salesmen to the streets to collect information. By the way, you can also exercise the communication skills of salesmen.

The specific content should be divided into the following categories: job recruitment, house rental, sale, store transfer, marriage and making friends, second-hand goods information, second-hand vehicle information, life classification information navigation. If you have someone on it, you can often make some common sense of life. Eye-catching things such as local information are better, but strictly speaking, advertising law is not allowed to publish any form of soft articles, news and the like. This can only be played by the side.

Second, business training

Salespeople should go through initial training. They should not blindly contact customers, so as to leave a bad impression on customers. The first is communication skills. How to communicate with customers, pay attention to the proportion of communication, What to say and what not to say. Explain the company's advantages and strengths, and how to avoid customers' doubts. These need to be guided by a senior salesman. If possible, it is best to find an old business to run for a while.

3: Distribution link

Needless to say, no matter how good your design is, there will be more printing. If you can't effectively distribute it, All the previous work is zero. Publishers are actually very hard work. As the boss of DM company, don't mistreat the publishers. You can divide by region, specify the principle of delivery. Uninterrupted job exchange of publishers can effectively supervise the issuance. In addition, as the boss, you must know the number of merchants in each region, so as to effectively supervise the issuance effect.

Fourth, the initial influence

In order to quickly open the market, Westbank > Get market recognition quickly. Pay attention to how to create influence in the early stage. With a certain popularity and influence, all kinds of work will go smoothly in the later stage. I think the best way to create influence is to advertise. As an advertising company, you actually need to advertise. For example, put up banners in the street, put some outdoor advertisements in suitable locations, advertise in taxis, and also save money to advertise on tricycles and rickshaws, which will play a certain role.