The operational thinking of DM is the key to success. Operational thinking dominates the development direction of DM. In short, it is the backbone of DM. Only the correct operational thinking can avoid many detours, and only the correct thinking is the key factor for success. May be affected by the market environment, limited and troubled by funds, competitors, market awareness, etc. However, success is only a matter of time as long as we adhere to the correct operational thinking.

The detailed analysis of DM operation ideas should start with the following points:

First, the service target.

As a DM operator, investing a lot of money and energy is nothing more than getting market recognition and economic returns. Market recognition is not only the word of mouth of ordinary people, but also dealing with businesses on the surface. All the profit returns are obtained directly from the merchants. But in fact, the biggest profit still comes from ordinary people. It's very simple. When you earn money from merchants, merchants earn money from ordinary people. Only when merchants earn more profits through your media promotion will they willingly return some profits to you.

How to gain public recognition? Getting public recognition is not a simple matter.

1, the first is respect,

Your theme should know how to respect the public. Don't underestimate the IQ of the public, and don't be smart. For example, a common problem in the DM industry now is cheating on the number of issues. In fact, the publicity is only a few thousand copies, which is exaggerated several times. I don't think this will bring any substantial changes to your DM. Say as much as you want, and everyone is not a fool. There are no 5,000 merchants in a small county. Who did you say you sent 20 thousand to? On the contrary, it gives people the impression of dishonesty.

Don't underestimate the IQ of the public.

I have studied DM newspapers all over the country, and sometimes I will ask my friends 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 only pay attention to profits and ignore the published contents. All kinds of diet pills, health care drugs, credit card overdrafts, fortune telling, geomantic omen, all kinds of andrology and gynecology, invoicing, magic poker and even swindlers selling black cars have advertisements. I think you underestimate the public. Now even middle school students can see that it is a lie. Therefore, the published content must resolutely put an end to such false advertisements, and be responsible to the public as well as to yourself.

Step 3 be practical

What is the use of a simple DM newspaper to the public? This depends on your understanding and understanding of DM. However, every successful DM has a * * * feature, which is practicality. The so-called practicality means that no matter who gets your DM newspaper, everyone will pay attention to your real estate information, those who want to buy a house will pay attention to your recruitment information, those who want to find someone will pay attention to your dating information, and some people love food and can find all kinds of food information. No matter who you are, you can find your own focus.

Second: market positioning

Market positioning refers to the future of DM development. Simply put, you intend to make your company bigger and stronger.

First, the local market. This is very simple. If you don't want to open a branch or join a chain, but simply want to do a good job in the local market, you only need to join a DM company with good reputation and qualifications, because you just use his serial number.

Second: join the chain.

This is more troublesome. First of all, it is the qualification problem. With three years of experience, the registered capital is 654.38+0.5 million. But there are also shortcuts. You can find some qualified companies to help you register. After success, we can develop chain stores all over the country. Once it develops into a large scale, the franchise fee and annual management fee are also considerable.

Chapter 2: Pre-sale survey.

1. Market environment

The influence of market environment on DM is not important. If the previous thinking is correct, success is inevitable, and the only influence is the pace of success. DM operators' investigation of the market environment is mainly to understand and be familiar with local characteristics, business environment and other factors. The main points that need to be paid attention to should be as follows: urban population, urban scale, residents' spending power, number of businesses, concentration and so on.

Big cities are hard to do, such as first-tier provincial capital cities. If the circulation is small and almost invisible, the multi-cost pressure of issuance will naturally be great. Even if you barely do it, it will cause serious money burning. Risks will follow. This is also the reason why DM newspapers are rarely seen in provincial capitals and are not recommended by some larger second-tier cities. The reason is also the above. Small cities are also difficult to do, such as some small county-level cities. The distribution cost is very low, but the market is so big that it is unrealistic to do as much as you want. If you are currently engaged in advertising, you can consider it. For example, if you are doing something similar to copying and typing, you might as well do it as a sideline. It is easy to succeed.

Second, the industry environment.

This should be analyzed emphatically. First of all, it depends on the overall environment. What are the main local media, such as local TV media, radio, daily evening news, outdoor media, etc. If a city's outdoor media and TV newspapers are more competitive, then your resistance to DM will increase. So you should carefully analyze these external factors before doing DM. In addition, you should pay attention to whether there is a local DM company. The most important thing is people's awareness of DM industry. This is more important. If it is a completely blank market, it will be hard to do. Because the awareness of people and businesses in the blank market is zero, then you need a long time to pave the way and guide. If you have competitors, it will be much easier, which means that your competitors helped you pave the way and guide you in the early stage.

Three: competitors

At present, every city has DM industry, some of which are more or less. Generally, there should be 3-5 county-level cities and a dozen or twenty prefecture-level cities. Competition is inevitable. First of all, you should have a sense of never taking your opponent seriously. The biggest enemy is yourself. If you have more mature business philosophy and more marketing strategies than your competitors, you can't say that you can kill your competitors, at least you can get back your own market.

Before you do this business, you should fully study your opponent. You should study his operating ideas, business philosophy, advantages and disadvantages. This must be thoroughly analyzed. Don't look at your opponent from the perspective of DM. If you study your opponent as an insider, it is easy to mislead yourself. After all, he exists and survives for a reason. You should study your opponent with the public mind. Do more research, consult your opponent's influence in society and find out his advantages.

Study the opponent's economic strength and social resources. If he is financially strong, you should pay attention. I once met an opponent who died with you, and he copied everything you offered. You sell 100, he sells 80. You dare to sell 50, he dares to be free. There is a great momentum of not giving up. This will be more troublesome and burn money for you. So consider this factor. As for the other person's personal relationship, it also needs careful study. 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 play tricks on you for three days and two days and report you and other despicable means. Don't say you have nothing on you. No company's DM newspaper is completely legal. As long as you do it, you must have something to deal with.

Four: comparison of advantages

What are your advantages as a DM? How do you make people trust and recognize a new company? You should be fully prepared. At the very least, you have to be better than the other side in advantages and concentrate on the weakness of the other side, so that everything can be under control. For example, you can plan your mind better than others, expand the scope of distribution, have a reasonable strategic layout, have strict internal management, and learn more industry experience.

Chapter III: Preparatory work.

One: Funds

I often meet some friends who ask me how much it costs to be a DM company. Seriously, this question is really difficult to answer. It's okay to talk a little more. There are many usage and operation methods, but it is not impossible to insist on not doing it. Considering various factors, the following data are given.

1: second-tier cities. Second-tier cities refer to prefecture-level cities. I think it is basically impossible to completely cover the average prefecture-level city without 50 thousand. If this is the case, even if your business is in good condition, you'd better not consider it without more than 300 thousand funds. It doesn't mean that you need so much money, but with so much budget, you won't be forced to change your mind 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 1.5-20000 copies to cover it completely. Such a city is a leader in the DM industry, which generally requires less investment and quick results. Generally, the funds need about 6,543,800+yuan to meet.

3. Fourth-tier cities. Fourth-tier cities refer to ordinary small counties or large district-level cities. Most 5000-8000 copies can be covered. This kind of city is suitable for the comfortable type and does not require much money. The annual income is about 50-65,438+million, which is suitable for doing. Simple operation. The pressure is small, the investment is generally 30,000-50,000, and it can basically operate normally.

II: Budget

The budget includes upfront investment (see above capital content), layout price specification, printing cost, staff salary and expenses, etc. The problem is not complicated. Let's talk about layout and price setting first. Layout is generally divided into coated paper and newsprint. Coated paper is mainly divided into 105g, 90g and 80g. If the printing cost is calculated according to 105g, 1 10,000 copies is about 2200. There are several kinds of newsprint, which are mainly distinguished by printing, including full color, register color, half color, half black and white, and four color.

The price of a page refers to how much you want to sell each page. This generally depends on the operating costs and the local market. Generally speaking, it is not easy to change or reduce the price. Once the price is reduced, it is impossible to go back and raise the price. So be careful.

Three. Selection of serial number

The serial number generally refers to the license number, and the ultimate goal of this choice is to legalize your publication. So you can join any company, 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 advertisements are closer to life and promotion, it is suggested to add some catchy and pertinent names, such as Yanji's supply and demand world, Shanxi Taiyuan's life guide, Jiangsu Changzhou's Ninth Life, and Shandong Laiwu's. City information, city life, information express, etc. Only the first few joining fees are more expensive. I suggest you spend about 2000-5000 yuan. You can consider this specific situation yourself.

Four: office facilities

This is actually very simple, such as office, computer, printer and so on. If possible, you can choose a better one with a facade and make the signboard bright and conspicuous. First, it is convenient for some customers who take the initiative to come to the door. Second, it can reassure customers. Third, it can bring you a certain advertising effect invisibly.

Verb (abbreviation for verb) personnel composition

Designers-Generally, there are two designers in large-scale second-tier cities, and the smaller company 1 is enough.

Salespeople-generally about 4 or more, because of the particularity of advertising business and the relatively large traffic, so basically they have been recruiting salesmen.

Publisher:? -Preferably a woman in her 30-45 s.. 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 chores.

Planning:? A good planning can make your company move quickly to the formal, and its importance is generally evident. Such talents are generally hard to meet. Generally speaking, it is difficult to retain good planning talents. DM advertising is always fatal. As for the reason, the following business knowledge will be introduced in detail.

Chapter IV: Initial Operation

I. Preliminary layout planning

The formulation of the initial layout depends on your thinking and operation strategy. The layout of the first stage is very important. The first impression depends on the layout. First of all, it is not recommended to do large-scale advertising in the first phase, and it is best not to charge, mainly for free. Although it is free, it should earn public attention and reputation. So try to focus on small information and be an information supermarket. The first stage should be based on massive information. It is better to strive for more than 400 messages on four pages. As for the collection of information, it can be obtained from local newspapers, television and various channels (provided that customers are contacted by telephone for confirmation). It can also send salesmen to the streets to collect information. By the way, you can also exercise your communication skills.

The specific content should be divided into the following categories: job recruitment, house rental, sale, store transfer, dating, second-hand goods information, second-hand vehicle information, and life classification information navigation. If "someone is on it", you can often give some common sense of life, local information and other eye-catching things, but strictly speaking, the advertising law is not allowed to publish any form of soft text, news and the like. This can only be a step.

Two: business training

Salespeople should undergo initial training to avoid blind contact with customers and leave a bad impression on customers. The first is communication skills. How to communicate with customers, pay attention to the discretion of communication, what to say and what not to say, explain the advantages and strengths of the company, and how to avoid customers' doubts. These all need the guidance of senior salesmen. If possible, it is best to find an old business to run with for a while.

Three: distribution link

Needless to say, the importance of distribution, no matter how well you design and print, if you can't effectively distribute it, all the previous work will be zero. Publishers are actually very hard work. As the boss of DM company, don't mistreat the publishing house. It can be divided by region, the distribution principle can be clearly defined, and the publisher's position can be constantly changed. In addition, as a boss, we must know the number of merchants in each area, so as to effectively monitor the effect of distribution. Be aware that.

Four: the initial impact

If you want to open the market quickly and gain market recognition, you should pay attention to how to create influence in the early stage. With a certain popularity and influence, all the work in the later period will be very smooth. I think the best way to create influence is to advertise. As an advertising company, we actually need to advertise, such as putting up banners in the street, putting some outdoor advertisements in suitable places, advertising in taxis, and advertising in tricycles and rickshaws can save money and play a certain role.

Five: Seeking market partners

Through some preferential policies, reasonable planning and signing some long-term partners. For example, we can sign a perennial advertising contract for confidential information with our customers. We can attract customers with preferential information such as advertisements of one yuan or several yuan a day. We can also come up with better solutions to attract some long-term customers through the cooperation of websites. With the support of these customers, it is very important for the initial operation. It can not only recover the cost effectively and quickly, but also create a good reputation in the industry.

Six: Distribution frequency

At present, most cities in China are Zhou. Although you don't have to worry about layout and information, you will lose the timeliness of information. At first, from various angles, we should speed up the publishing frequency, reduce the layout, and make information become an' information supermarket' in time. It can be appropriately increased from once a week to 2-3 times a week. After increasing the frequency of distribution, it will also improve its reputation and influence.

Chapter 5: Operation Strategy

One: increase readability

Many people will ask, how readable is an advertising DM? As a key factor for the success of DM advertising, it is very simple. If only four full-page advertisements are published in a 4-edition DM advertisement, the time for ordinary people to read this newspaper should not exceed 1 minute. 1 minute later, your newspaper will completely become waste paper. If it has other uses, it will be used to cushion the table and so on.

As a DM advertisement, you can't publish news, and you can't take some soft articles like novels or jokes. Then the only thing that can attract people is information. With the increase of information, there must be more and more people involved. There are more people watching. People got the necessary information from your newspaper, which must be word of mouth. Word of mouth naturally came up. When your newspaper is concerned by ordinary people, businesses will naturally take the initiative to come to your door. The effect of advertising is actually that if others don't watch it, it will have an effect. So the most direct and effective way to increase readability is all kinds of classified information. Only when the classification information is done can it be successful. Make sure that everyone can find the information they need when they get the newspaper.

Second, increase interactivity.

The so-called interactivity means that everyone can participate in and pay attention to your publication. For example, some activities can be added for public participation. Organize organizations like QQ group and newspaper reading club. For example, readers can set up message boards on major festivals such as Mother's Day, Valentine's Day and New Year, so that the public can edit information or send messages to their relatives and lovers through QQ website. You can also set a birthday greeting area. These free activities are highly interactive.

Three: strengthen planning

As a businessman, the biggest motivation to cooperate with you is the effect of advertising. If it is successful, there is no need to ask him. If not, he will quit. Even if your business ability is strong enough to fool you once or twice, if not, the possibility of continuing cooperation is very small, thus forming a vicious circle, resulting in fewer and fewer customers and more and more difficult business. It's not just customers who can't have friends. Once customers are disappointed in you, word of mouth will collapse completely. For example, an advertising company in Wuhu, Anhui Province talked to me about a problem. Their salesmen don't know where to go after going out every day, because after several years of operation, they found that almost all customers who can advertise cooperated, which led to serious problems in word of mouth and trust. This simple example can show that advertising is still effective.

The key to the so-called effect lies in planning. First of all, from the salesman's point of view, if there is a good planning case, the business will run much better with the planning case than without any new planning ideas. I have a personal experience of this. When I was an advertising salesman, I had a special planning idea about 5. 1 marriage. When I went out to run business, I found industries related to marriage, such as wedding and wedding photography. In beauty, makeup, candy and other related industries. Show the planning case to the other party first, and let the other party see the business opportunities in your planning case. It is very easy to talk about advertising business after raising the interest of the other party. In just a few days, it is easy to run all the pages of the whole special issue.

Secondly, in terms of advertising effect, planned advertisements are more targeted, which can greatly improve the attention and effect of advertisements. At present, ordinary businesses also suffer from the lack of good ideas to increase sales and planning ability, so when you talk about cooperation with planners, you will never be rejected, and the success rate is quite high.

Fourth, integrate multi-channel resources.

At present, most DM operators have realized the integration of websites and newspapers. Many companies have introduced such means as advertisements and sending them to websites for publishing. The effect is quite good. There are many aspects to consider when integrating resources through multiple channels. Websites, outdoor media and DM advertisements are the easiest to operate. First of all, the investment of the website should be minimal. With the popularity of the network, the future development trend of data mining is bound to be integration with the network. The limitation of distribution channels will cause many people to miss physical publications, and the network can make up for these shortcomings, thus amplifying the advertising effect, but the biggest problem is that the number of views on the website is generally not high. We should highly consider making a comprehensive website integrating local forums, online newspaper reading and classified navigation. We can't be too specific here.

Then the outdoor media. The so-called outdoor media refers to roadside billboards, advertising spaces on main roads, bus stops, etc. If you have enough resources, you might as well have a try. Enlarge your newspaper from time to time and install it in a place with heavy traffic. That effect and influence are not generally strong. There are also buses, bus stops, school gates, in short, places where people have a lot of traffic, places where people stop to read, and they try their best to show your newspaper to everyone.

Verb (abbreviation of verb) expansion of distribution channels

At present, the distribution channels are generally free of charge in shops and newsstands along the street. However, many businesses will question this. They think that only the shops along the street are monotonous, which is also the bane of DM advertising. Because it is impossible to distribute newspapers to every household, if newspapers are distributed thoroughly, both the printing cost and the distribution cost will increase exponentially. There is no good solution to this problem at present. However, other methods can be used to make up for it.

1: If you want to send it to the living quarters, you should contact the relevant departments of urban management first. If you allow, you can invest some money and put some fixed reading columns in a prominent position every quarter for the past residents to see, so there is no need to send it to every household. It also covers the quarter.

2. Issue a bound volume every month. Fix it on taxis, buses and short-distance buses with fixing devices or things like lines and ropes.

3. Coffee, tea houses and other leisure places should be updated in time. It is best to print beautifully bound books.

Every local hotel will send a copy every day.

5. Job fairs or some major markets are also properly distributed.

6. Set up some free access points in major supermarkets or crowded places in urban areas.

In short, do everything possible to let more people see your publication.

Contact information:

QQ:952 189097

Welcome comrades who love DM to exchange and learn.