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From the beginning of human occupation of the planet, the brand is everywhere.

We have been comparing with others since the day we were born, until the day we die.

Even after we die, we will compare the tombstones.

But not every manager is good at managing his brand.

For example, even if you spend a lot of time working hard to create brochures, the result is your potential.

Because most

In general, don't fill your brochures with pictures that are not related to the subject unless you are in the art industry.

The character or background in the picture should be a necessary part of the content to be displayed.

Imagine your promotional brochure as a small magazine, like those excellent journalists and photographers asking yourself to create your promotional materials professionalism. The selected pictures should be an integral part of what you want to show.

Ordinary readers are full of curiosity and expectation for magazines. You should also think about how your propaganda can arouse their curiosity.

The same principle can be applied to the annual report.

Companies and charities make a lot of annual reports every year, but most of their destinies are the same. They are immediately put into the filing cabinet or thrown into the rubbish heap after production.

Why not make your annual report interesting?

Imagine those ephemeral magazines.

People always understand the nature of others.

When I was the director of marketing department of Kay company, I put the image of Anthony Edwards, the spokesperson of the company, on the cover of the company's annual report in the first year, and put Chuck Schwab in second years.

In each annual report, they have their interview pcripts on specific pages, such as how Anthony Edwards views his duties as a spokesperson to help families manage their finances. Chuck Schwab and Kay have abandoned the right to integrate resources for investment proposals in the country to consumers.

Annual reports can even yield benefits.

Use annual communication benefits, including profit from marketing, to present a special gift to your shareholders.

Clearly listing the advantages of what they want to buy, they will appreciate you very much.

This saves the printing cost of the annual report and expands the business scale.

Who says the annual report must be monotonous and boring?

If you don't mind your shareholders or supporters reading a boring annual report, you really don't care about them, they will not pay attention to you.

Let your opponent pass the dull annual report to them.

Your annual report should be as lively as possible.

According to the Advertising Age and other publishers' annual surveys, people magazine has been the favorite magazine of Americans for many years.

For a long time, whether the economy is booming or depressed, the circulation of "magazine" is very stable, and even continues to grow. It is worth noting that it is the world's most widely advertised magazine.

You can learn from the successful experience of People magazine and apply them to your marketing activities, including the use of your brochures and other promotional materials.

You can take the following four steps: use the photos of real people; there are always explanatory characters in the photos; accurate words; this is not a government report; every page leaves a lot of blanks.

You should not be exceptional in showing real people in magazine.

The characters you display can be directors, managers or consumers of the company. Of course, they must get their approval.

Avoid spending money on people you don't know.

People always want to understand the nature of others.

Location determines profit

Media planners continue to throw out a large number of acronyms, such as CPM (cost per one thousand units) and GRP (gross rate points), which are related to the cost of people who come into contact with all kinds of media, including print, television, radio and Internet.

However, these terms have nothing to do with whether the target audience really sees your advertisement, whether you appreciate it or whether there will be a corresponding move.

One of my colleagues from Citigroup likes to remind her marketing team: 60% of the media plan is art, and 40% is science.

I even want to increase the percentage of art to 70%.

Whether an advertising promotion plan can arouse the attention of the target audience will promote the successful promotion of the advertised products and services. There are many influencing factors.

Some of them are within your control.

In fact, there are three key factors that you can control: visual effects, advertising or advertising series should be visually persuasive, which can attract the attention of viewers or readers. You should pay for the best "building sites". You need the page, TV or broadcast time of publications to allow enough target audience to see or hear your advertisements. Frequency, you should try your best to do the most advertising in your budget.

These three factors are especially important, despite the fact that many media experts have thrown out many charts and numbness figures to you.

No wonder the media planners of advertising companies all over the world are a group of dedicated guys who have very professional skills.

However, they have a tendency to advertise in as many media as they call it extensive contact.

You may have another goal, which is more important than the attention of readers or listeners. As mentioned earlier, it is frequency.

As important as frequency is the primary layout.

The only way to ensure that your readers see your advertisement is to pay extra layout fees in the space of each publication you purchase.

Our budget is very limited.

In fact, we will always be overstretched.

The best way to make effective use of funds is to reduce the layout of publications and spend extra money on the best layout so that more readers can see it.

Where is the best layout?

Here are some suggestions.

Magazines, most often seen by readers, are the back cover, the first and last page of the cover, the top of the catalogue (if the catalogue can be found easily), and the relatively popular part of the magazine; the best place for the newspaper is the third page of the first part, followed by the last part of the first part.

To ensure that you get these best positions, you have to pay more than the normal rate.

The first class of construction land is all geographically: a house on the beach is worth more than a bigger house in the mainland.

The same is true of the media. Who will spend a lot of money on a large part of readers in publications or just turn over or never see?

Woody Alan (WoodyAllen) once said, "80% of life is performance."

There are skills in arranging the location of advertisements.

It must be where most readers will consciously read it, and where readers will unconsciously take this publication.

Most media planning is not mysterious.

You need to decide who your target audience is, what they may be used to and decide the most prominent position in the publication.

Then buy this kind of location as often as possible.

The following is the way in which Dr. Ph.D. company has been able to see their products every week for their target audience. The PhD company is producing high quality, medium priced audio equipment.

PhD successfully launched a full page black-and-white advertisement on the New York Times (TheNewYorkTimes) every week.

They have advertised products in this location for many years, with specific locations close to the cover pages and usually on top of Sunday's guessing game.

What's the use of doing this?

Yes, everyone hopes that the quality of the sound equipment will be cheaper.

They are good at thinking, well educated, and are not afraid of advertisements with some profound technical details.

Most of them like to play guessing games on Sunday, or spend one hour or more to enjoy music quietly.

In fact, music is the best supporter of guessing riddles.

There is a new riddle here every week.

Every week there is an advertisement for a PhD company.

It's interesting.

Dr. doctorate is an excellent example of the layout of the advertising page in the New York Times's non traditional advertising location. This example reflects another factor in the successful selection of media location: where your competitors will not go.

Of course, there are magazines for audio enthusiasts who collect a lot of advertisements for audio equipment.

So how much attention do you get in this kind of magazine that is full of competitors?

Instead of showing up from a lot of advertisements, it's better to think outside the box and be crazy.

This strategy is worth considering seriously when we do not go elsewhere.

This strategy seems to be effective for PhD companies, otherwise they will not advertise day by day, week after week, year after year, in the New York Times.

The rules in print media also apply to the following two points: use information to excite your audience or audience; place in the more conspicuous places, the better, the more frequent the better.

TV ads are annoying, forming a gap for people to go to the toilet, but no one likes to be disturbed again and again.

The best way to prevent people from skipping advertisements is to advertise on programs that are most difficult to record and can not be watched later.

Global media planning and advertising

The global media plan is getting easier, which is good news for the company.

A few years ago, it was impossible for a large media company to reach a certain area without the knowledge that the local media provided to the local side.

With the steady development of the global economy, media companies have been able to recover, and most media companies now have workers in any part of the world dealing with advertising.

As you think, the media faces specific regional challenges outside of the United States.

Latin America is the most difficult area to plan advertising. TV ratings are hard to maintain. Magazines with large circulation are few, especially commercial publications. Even direct mail advertisements are unbelievable and expensive.

Africa is even more difficult.

Fortunately, the major developed countries are easy to operate and have some similarities with the United States.

In terms of creativity, some countries have their own characteristics, but most of them can be controlled.

In principle, the global marketing strategy of a product or service should maintain the same image and feeling in providing each country.

Although the local language may produce different deviations, the basic sales information is usually the same.

You often encounter such strategic questions, such as whether you can use English partially in local language advertisements.

For example, in Japan, titles and witty remarks are usually in English.

It's considered fashionable and cool to use English on these two occasions.

In some Arabic speaking countries, locals like their advertisements to use Arabic, but they prefer to use English or two languages alternately when calling for action.

When you walk around the world, the value of an advertising agency is confirmed.

Insist on working with an advertising company with rich world-class experience.

Fortunately, most of today's advertising companies are made up of experts from all over the world.

No matter which country you want to promote products, they have the ability to provide you with a coherent and detailed plan.