Lao Yi has a strong personal ability, but because he is jealous of talented people, he can't tolerate talented people, so his advertising headquarters is only equipped with two designers, two media directors, 1 copywriter and three planners. Although his team is familiar with the enterprise, I have dealt with them several times and found that there are no experts, so they are not dominant in general.
I have been in the company for 4 months, and the planning department has performance support. The department has expanded 3 planners, with a total establishment of 13. Now it can be said that the army is better than Mazhuang. Lao Yi is no better than himself. Is he Diego Maradona on the field? Zhao Zilong on the battlefield? AG in the casino? Xu zhimo in love? Hey, come on.
Packaging seminar. At that time, I made a big statement at the meeting: "You all know the instructions for upgrading the product packaging design today. This time, the group chose supermarket line, hotel line and wholesale and retail line, and each sales line has two or four series of products. In addition to the promotional clothing in Spring Festival City, the product packaging of a *** 12 category needs to be redesigned. As for 100ml, 180ml, 300ml, 500ml, 65438 in each of the following categories. Hey, hey, our goal is nothing else. Let's hit the old man with a 12: 0 ... South Korean President Lee Myung-bak, as we all know, worked in Hyundai Group for 20 years and rose from salesman to president. Someone asked him if he could create a miracle of promotion by blood relationship. He said, "I'm not related to my boss by blood. Who said that I only worked in Hyundai Group for 20 years? No, I've been doing it for 40 years! Because I work 16 hours a day, twice as much as others. "From the personal history of Li Mingbo's successful struggle, we can see the spirit of 7 16. Well, let's learn from him. Now, the intelligence, planning and design teams have put aside what they are doing and forgot to rest from today! "
"Well, I see, this time it's the old goat against the evil wolf-fighting!" Xiao Huang lead shouted.
Because I have learning experience in interior design and a lot of experience in designing works by imitators, it is time to use it now. "The three major tasks of the intelligence group, 1, collect and sort out the packaging of competing products and buy all competing products on the market, but not all specifications, but two specifications of the same series; 2. Collect all packaging drawings online and sort them out; 3. Collect the packaging design books published abroad and choose the one with high cost performance. Xiaohui, you are responsible for preparing the materials. This is a road to becoming a master quickly. The reference objects of our works are all foreign big-name designs, so we design them on the shoulders of masters. Synthesis equals creation, absorbing the strengths of others, and the final design must be classic. You are the head of the intelligence unit. Do you know what to do? "
"Ok, I see!"
After sorting out the intelligence group, I said to Xiao Huang, "Dude, print the existing products into a picture book by category, and then make a market survey. Then take people to do market research with picture books. Within 20 days, 3000+ 1000 valid questionnaires must be obtained. Remember, if you don't have a prize, you have to get a questionnaire and think for yourself. Also, the last survey found that when consumers buy milk, 60% is because of taste, 20% is because of price, and 20% is because of packaging. Ok, this time, we must find out what kind of packaging design elements consumers like and provide practical reference for competitive presentation. "
"3000+ 1000 copies? What do you mean? "
"75% of consumers in Group A are women, and 3,000 questionnaires are aimed at women."
"Eldest brother, zhang is notoriously stingy, it is impossible to give us a batch of prizes, how to do the market without prizes? People nowadays are not stupid! "
"Hey, I think you are silly, intimidated by TM difficulties? Forget it, man. I'll give you five tips for being a good man to the end. Listen carefully. 1. The planning department can receive 5 boxes of welfare milk every month. You won't apply for six months at a time? I can't help it I will give out benefits as a reward. 2, there are countless advertising companies looking for us to advertise, you take people to find, who does not cooperate? Sanlu is doing a promotion to buy a whole case of milk and send cups to Shang Chao. Do you think Shang Chao can investigate by pretending to be their employees without pushing hands? 4. Go to the store and ask the proprietress that all the stores that sell our products well are the subjects of investigation; 5. Hold a lecture on milk knowledge at the gate of the factory, and then engage in some free goods learning activities. Ordinary servants will take the opportunity to do research ... "Say that finish, I held out five fingers.
"Ok, boss, I see, there is still a way."
At this moment, Xiao Yang, the secretary, suddenly handed over a fax, which was the CCTV advertising column and unit price table for next month formulated by the advertising department. The boss instructed the planning department to secretly audit the unit price. Well, the advantage of the dual-track system lies in mutual supervision. According to industry rumors, the amount of melatonin advertising is huge. As soon as their advertising department signed a contract with the media, the audit department came out, commonly known as the "Little Foot Detective Team". It is said that once, the advertising department advertised in a newspaper in Hebei, and the result was discovered by the foot detective team. "Oh, call me a little detective team? Ok, this time I'll see if Lao Yi's ass is clean and count how many wolf hairs are on the wolf's tail! " Thought of here, I sloped out loud.
There is a famous saying in the advertising circle that the advertising director of Party A is either a relative of the boss or a red man, which has a lot to do with the particularity of the post, because there are too many tricks. For example, suppose Group A wants to cast five columns on CCTV. Who is the main column and who is the cooperation column? As long as the director is selfish and writes quickly, some columns can be divided into tens of thousands or even millions, which is unknown to outsiders. I looked at this watch and looked at it, suddenly remembering the years in the newspaper. Yes, the trick may be in it! Of course, it's the first time to watch TV schedule, hehe, I don't quite understand! But it doesn't matter. We have many skills. What are we afraid of? Finally, I decided to review by myself, because the first priority at present is to win the design competition! I like to try to do one main thing and ignore the others. How does the boss remember the performance of his subordinates? Sorry, he is too busy to remember only the main events. Do you pay attention to other details? As long as you do the most important things thoroughly, you will naturally get ahead one day.
I glanced at the order again, then put it down gently, turned to Xiao Huang and said, "OK, let's go on. Last time an advertising company in Shenzhen called. Please contact us. Shenzhen is close to Hong Kong. Ask them to help buy a batch of foreign products in Hong Kong. The cost should be controlled within 5000 yuan. We have pictures and objects, and the comparison effect is better. Also, many design companies have been looking for us recently. You should make full use of resources, first hold a seminar on packaging upgrade design in the department and invite their design director to come over. Everyone can speak freely, which may inspire us. Borrowing external force is the unique skill of the planning department. Don't screw things up. "
"Good, arrange it right away." Xiao Huang nodded.
"Ah, immediately arrange? Hehe, not really. Three tasks should be implemented before learning from the scriptures. Get the questionnaire, collect objects and pictures, and invite them when you have ideas. Before the meeting, you personally send them the survey summary table, the competitive packaging summary atlas, the group A design task book, etc. At least ask them to understand the market and competitive products before talking about their ideas, otherwise it's no use talking now! Also, only call two companies at a time and make several calls, and you can give some verbal promises in private to outline the prospects for cooperation. Shit, there are no carrots in front of the donkey's head. Can the donkey run? "
"understand! If I promise to cooperate, they will be confused when they look at the scene! A bunch of peers are crowded together, and no one believes in cooperation. Moreover, the two newcomers are two-track competition, and everyone will work hard. That's a beautiful daughter-in-law wearing a rockhopper-the better the better! Hehe, the boss is thoughtful enough. "
"Well, your boy hit the cat! That's it. Your task is very heavy, work hard and report the progress at any time. " After assigning Xiao Huang's work, he then arranged the task of the design department: "Oranges, the task of the design team is the most important. What do you think? "
"Eldest brother, why not entrust a professional design company to do it? Good idea. Hum, two months out 12 product packaging, really TM! You see "The Lion King" was filmed in the United States, and the animation design team went to Africa for half a year before it appeared. LV's big-name designers spend half a year collecting ideas from all over the world, and spend the rest of the second half of the year designing. As for us, we can get rid of things by staying in the house all day thinking about creativity. " The orange was helpless and began to complain.
I wanted to listen to Orange Jun's advice, but I didn't expect to be complained. I'm not angry because I understand. In China, haven't you noticed that when many decoration companies recruit business, most of them design for free? It's not that the decoration company doesn't want to collect money, but it can't get money at all. In foreign countries, design is the business of design firms, and decoration is the business of construction teams. The Chu River is completely different from the Han Dynasty. Some automobile design turtles who came back from America and Germany set up automobile design agencies. They proudly ran around the domestic brands, but how many of them got the business? It is not surprising that most people are empty-handed, and many enterprises do not attach importance to design as in the past. Their idea is to spend hundreds of thousands of dollars to invite outsiders to do design, which is exhausting and burning money! Therefore, the domestic appearance is always not as good as the international big-name design, which always gives people the feeling that it is low-grade goods. That's the reason.
Now most enterprises have design departments to do their own design, which is called saving money. Specific to the design task of a group, it is impossible to spend hundreds of thousands or hundreds of thousands to ask a professional company to do the design, which is related to the overall understanding and concept of society, so complaints that are divorced from the truth are not worthy of sympathy. I can't complain anymore. Alas, sit patiently and explain: "orange, I can understand your opinion, but what about the neck of the knife rest?" Why don't you learn from Americans? MD, by the time we left Africa, this department would have been laid off. However, we can give your design team a week's outdoor time, and stand in Shang Chao and the grocery store every day to observe the dairy products on the shelves. This design has two major requirements, one is to highlight the selling points of the products, and the other is that our products are the most eye-catching on the shelves. "
"Boss, alas, I lack confidence."
"I heard that the boss is a generous person. If our product design wins, the boss will not treat you badly. Look, it's better to come early than to come opportunely. The competitive demonstration just happened to catch up with the Spring Festival, but I was afraid that there would be less bonuses at the end of the year. In addition, you can regard the design team as your own company. Now, the company has a design task for an important customer. The customer requires to complete the design of 12 products within two months. Although you can do well, there is only another broken company competing. Don't you want to take this job? Not only honed their ability, but also exercised their management level. If it fails, there is no need to worry about the bankruptcy of the company. Shit, there are countless people out there who work for you for free. Aren't you satisfied? Well, if you can't do it well, I'll tell you to quit smoking! "
I really should have said that, the train couldn't be pushed, and the words couldn't be explained clearly. Even boasting and explaining, Orange was happy: "Boss, it's okay, okay, I'll take someone to the supermarket tomorrow."
Finally, I added: "In today's society, if an awesome person wants to achieve something without learning from experts, it is hard to imagine what he can achieve. This is an unbreakable truth. Besides diligence and talent, Bruce Lee's martial arts are extremely important, because he has nine expert teams: his father Li Haiquan teaches Tai Chi; Liang Zipeng, a martial arts expert who is proficient in Tai Chi, Xingyiquan and talons, is second. Professor Ye Wenjiao, the head of Wing Chun Boxing; Master Chen of Guangdong teaches Cai Lifo Boxing; The fifth is Shao Hansheng who is proficient in Lohan, Mantis and altar legs. Parker, the father of American karate, teaches karate; Martial arts master Yan Jinghai teaches iron sand palm and muscle training; Label, the father of Jiu Jitsu, teaches Jiu Jitsu; Li Junjiu, the father of American taekwondo, teaches taekwondo; In addition, he also learned Hongquan, Tiger Crane Boxing, Boxing and so on. He absorbed the strengths of many sects, practiced both inside and outside, with exquisite and practical moves and quick strength, thus opening a new sect-Jeet Kune Do! It is said that once after Bruce Lee's performance, ten Japanese karate masters attacked him, but the result was that the protagonist was unscathed and three supporting roles were broken. We collect a large number of foreign masters' design works and learn from them, which is equivalent to learning from teachers. There are countless masters who teach us how to crash. Can we not succeed? Xiaohui, do you really understand your responsibility? "
"Eldest brother, I fully understand this time. Four words are of great responsibility! " Xiaohui nodded.
Finally arranged the work of the department, but still not at ease. I feel that things have not been done thoroughly. Well, it seems that you have to use your brain again to win the design competition demonstration competition.
I called two TV media organizations in the evening and found the problem after consulting. There is no problem with other columns, but there is a suspicious column D, which is not only in non-prime time at night, but also has a viewing rate of less than 0.2%. It is exasperating that the input of train D accounts for 15% of this launch for no reason. What is even more exasperating is that the price of this column in the old escape plan is an open quotation, and it has never changed! You know, regardless of the strength of the media, the external quotations are all water prices, ranging from 0.5% to 20%. I immediately understood that there was something fishy about Lao Yi. It seems that he is both smart and cautious. He doesn't take all the money, only the safe money. Well, I'm responsible for the enterprise and the boss, so I'm sorry. I can only tell the truth ... but later, I didn't expect the boss to solve this problem in a special way, so I learned another trick. Let's stop here.