At the beginning of 2006, a new makeup brand officially appeared in the Chinese market. In just a few months, the financial strength was not strong. Only the marketing team of more than 40 people successfully established sales channels throughout the country. Successfully entered all stores in Carrefour, Wal-Mart and Watsons. What surprised the industry is that in just two weeks, a large number of well-trained long-term promoters appeared in hundreds of core stores in more than 20 cities across the country. In the next three months, these stores The sales volume began to show a breakthrough growth, with sales in the first month exceeding 50% of natural sales, and in the next three months, the average monthly growth was around 20%.
We can't help but ask, how does the brand achieve rapid development while maintaining good execution in the absence of resources?
The answer is actually very simple, because they hired a marketing mercenary: a professional offline marketing services company.
The origin and development of marketing service outsourcing
Offline marketing services originated in China in the mid-1990s. At that time, multinational consumer goods companies represented by P&G began to consciously cultivate professional offline service companies in China, providing them with a series of markets such as in-store promotions, roadshows, and distribution. Promotion services. At that time, a number of market-leading pioneers were born around P&G, and quite a few of them are still active in this market. With the help of these offline service companies, P&G has carried out a large number of consumer interactions and communication activities, and has achieved a great lead in the “one meter later†consumer education, setting a new foundation for P&G's market development. contribution.
With the increasingly fierce competition in media communication, the marginal benefits of advertising are diminishing, and more companies are beginning to realize the value of interaction between terminals and consumers. Multinational companies are beginning to use offline services extensively, and many local brands are beginning to Kind of try. Many advertising companies and exhibition service companies have begun to enter this field and the market has become diversified. Offline service products are also gradually diversified, and there are many new methods in store promotions, roadshows and distributions. The requirements of customers are getting higher and higher, and marketing service outsourcing begins to enter the golden growth period.
Beginning in 2004, with the maturity of the marketing market and the widespread adoption of deep distribution models, more and more companies need to strengthen their ability to execute terminals. Some enterprises have made different choices between self-built promotion teams and outsourcing services, and the field of outsourced services has also been greatly expanded. For example, Procter & Gamble, Unilever, Johnson & Johnson and other companies have adopted a long-term promotional service system. In 2004, they were introduced into the domestic tally service system, logistics management services for high-value promotional items, mysterious visitors for in-store image surveys, and numerous terminal cash registers. A series of new products, such as the direct-linked target coupon marketing system, the logistics service system for sales personnel, etc., have emerged, and companies have more choices in marketing tools. On the one hand, offline service companies are striving to develop new types of services. On the other hand, they are also stepping up their own resources and trying to improve their operational efficiency. Many companies have made good progress.
In 2006, due to the recognition of the huge value of the market, foreign advertising giants entered the Chinese marketing service market in a big way. Hongmeng, Zhiwei Tangxun and WPP Group international giants acquired leading companies such as Aoweisi, Baida Huiqi and Unison. At the same time, many technology-leading service companies have also won a lot of venture capital or acquired. This trend of mergers and acquisitions proves that the golden opportunity of market development has come.
Today's marketing service market is an era of glory, companies have more choices, and many companies have failed attempts, or are still hesitating and watching. Many companies are asking a question: What value can this mercenary bring to us?
Marketing service outsourcing is a strategic trend
Historical development proves that marketing service outsourcing is a strategic trend.
A marketing executive at a multinational consumer goods company in China once said frankly: "In the future, we will outsource more marketing services." So what are the benefits of marketing process outsourcing that can make them so valued? More recently, according to a study conducted by the American Association of Enterprise Outsourcing Industry, outsourcing services can save companies 9% on average, while corporate competitiveness and service quality increase by 15%, which is for consumer goods companies in the era of low profit. Words are very attractive.
1. The marketing team is more capable and concentrates on more important things.
At present, many companies have spent a lot of time and cost to build a huge terminal marketing team. In actual work, the marketing staff spends a lot of time on recruiting, training, and promotional items for promoters and tally. Distribution, various information collection and data entry and other transactional work, the core time for realizing customer relationship maintenance, market strategy formulation, etc. is very small, especially for middle and senior marketers, it is undoubtedly a huge manpower Waste of resources, coupled with the rapid changes in China's market environment, these companies must continue to adjust the team, the cost of personnel dismissal, and the cost and time is huge and unbearable.
In contrast, companies that use marketing services are lean and able to spend most of their time on high-value strategic work, while in transactional work, they get good professional services and excellent execution skills. The combination of the two will produce far more benefits than the kind of eyebrows and beards, all of which operate on their own, and once the market environment changes, they can quickly adjust the cooperation with the service company, and the cost is also Very low, no need to consider factors such as personnel, labor policies, etc. The advantages of outsourcing services are obvious.
2. Reduce gray loss and fundamentally improve efficiency and quality of work.
Insufficient professional experience, insufficient training of terminal personnel, low execution ability, eating kickbacks, stealing gifts, falsely reporting the number of promoters, monitoring system is ineffective, monitoring due to lack of emotional concept, staff inertia, low standard of work, low quality, etc. The series of behaviors can be said to be commonplace in the management of terminal marketing teams of various enterprises, which has caused great losses for the enterprises. However, various enterprises have developed a lot of systems and tried various methods, but they have achieved results. Often not ideal.
To cure these behaviors requires more adequate information and more effective monitoring mechanisms, but companies are often reluctant to invest because these jobs are not at the core of the enterprise value chain, and employees at all levels are also disgusted with these mechanisms. And resistance. The negative attitude of marketers to various types of data reporting and market research work is a clear example.
The cooperation with the marketing service company just solves the above two problems. For the marketing service company, the personnel recruitment training, material management, information collection, etc. are the core service contents, so they must concentrate on development. These capabilities are built to build their core competencies, and the marketing staff of the enterprise is the user of the service, which is a natural better monitor. The combination of the two can effectively reduce various hidden costs and improve the operational efficiency of the marketing system. And the quality, the resulting benefits are very huge.
3. Share experience skills from important companies
For small and medium-sized enterprises, the advantage of outsourcing is that they can quickly gain the same competitive advantage as international companies. It is conceivable that a small company can obtain the same services as international consumer goods companies in a specific region or even nationwide through cooperation with various marketing service companies, and can also share the ideas of international companies through them. Methods, and these services can be rapidly expanded as the enterprise grows. Enterprises do not need to spend the time and cost required for team training and lack of professional management problems, can get the same professional services, use the same highly trained sales and tally personnel, the market competition becomes pure intelligence The contest has more choices in the formulation of the strategy. This is the same execution platform as those international companies.
4. Use the resources of the service company to strengthen its management and coverage capabilities.
At present, many international companies use service companies to conduct mystery customer surveys, display surveys, coverage surveys, small shop visits, consumer lectures, distribution trials, community marketing and other activities. From these activities, they continue to strengthen their coverage and strengthen the terminal. Execution, strengthen the mastery of the terminal's real situation, and strengthen contact with consumers, and these services rely on the customer's own sales team to complete is unrealistic. By using the service company's existing service network and resources, it can be executed more effectively in a shorter period of time.
However, marketing service outsourcing is risky and not suitable for every business. In order to avoid these risks, should we ask for mercenaries? Which mercenary can accomplish our mission better?
What kind of company needs outsourcing services?
The criterion for deciding whether or not to use outsourced services is what outsourcing can bring and how successful it can be.
At present, there are three forms of offline activities for various brands. Through outsourcing service companies, through their own terminal teams, through dealers, strictly speaking, the three methods have their own advantages and disadvantages.
In fact, at present, international companies are mostly outsourcing in the form of human resources, and they have long-term cooperation with several outsourcing service providers. Many local well-known brands adopt a hybrid outsourcing format, that is, some temporary projects use outsourcing, some long-term projects build their own teams, and gradually reduce the implementation methods through dealers. Many small and medium-sized brands basically adopt the way of cooperation with dealers due to various reasons such as cost and channel imperfection.
How to carry out successful outsourcing projects?
Since outsourcing is a strategic trend for a brand that is eager to succeed and is succeeding, how to use this mercenary to create value for the company is a problem to consider.
1. Position the service provider as an executor rather than a commander
The big problem that many companies use offline marketing services is that they have high expectations for service companies when their needs are not clear. It is true that the service company has its outstanding position in the professional and management system, but for the understanding of the brand, these strategic responsibilities for the overall planning of the project should still be grasped by itself, and the specific tactical execution should be handed over to the service company. We should position the service company as an extension of the arm and locate the executor, otherwise the cooperation will be doomed to failure.
2, the eye of the eye to choose suppliers
Due to the short development time, the marketing service industry has not yet formed norms and unified standards, but it has been continuously developed and improved in the continuous integration with multinational companies. Many specific operations are increasingly standardized, and the professional quality of personnel has been greatly improved. I believe that with the continuous development of the business, this problem has gradually begun to be resolved.
The industry is also plagued by price wars, and many emerging small companies are willing to use price competition to win business from multinational companies. As a result, such vicious competition has caused a small number of companies to place service quality in a secondary position or to make a commitment beyond their capabilities. These behaviors have become a serious obstacle to the development of the industry, and have also caused many problems for customers.
In order to provide customers with quality services, excellent internal management system, a large number of highly trained staff and a nationwide service network are all indispensable. At present, major service companies have increased investment in IT technology, management standardization, personnel training, equipment for grassroots service personnel, and internal knowledge management, and strive to achieve greater competitive advantage in fierce competition. Therefore, in the choice of outsourcing service providers, through the observation of these external performances, it is possible to make a comprehensive and accurate judgment for the service company.
3. Choose a strong internal management team
Marketing campaigns are a highly customized service. Every event in every company and even every company has a lot of different and a lot of details to monitor. The efficient cooperation between the internal management team and the service team is the key to the success of the project. Therefore, it is very important to choose a good internal management team, even the key to the success or failure of the project. The entire team must have a deep understanding of the brand, familiar with internal operations, understand the service company's operating model, have a high sense of responsibility, but also have good communication and coordination skills.
4, continuous running-in to achieve a better state of cooperation
In fact, any service must have a running-in process at the beginning, and the two sides are gradually reaching consensus and understanding in the process of continuous running-in. Therefore, on the one hand, the company must work hard to understand the service company's operation mode, respect the service company's ideas and suggestions, and let the service company truly become an extension of its own brain and hands. On the other hand, service companies must also invest a lot of energy to understand the customer's products, brands, channels, operating models, competitors and other content. Only in this way can the cooperation between the two sides be truly successful.
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