Yuebuqilai the hush music - recorded a failure of public relations activities

When the weekend visiting the Nuo Mate came across a man named "hush music" of the diaper is being carried out activities within the store, out of professional habit, I decided to stay and what to watch. However, results of the activities was very disappointing. After waiting about 5 minutes (during which several have signed up to the mother and the already pitiful audience began leaving), activity has finally started, activities are to wear diapers competition, the host of the long battle , the final three mothers participating. host patience that competition rules, the three mothers had their children stripped pants for a win, go all out, the order, the race began! champion mother only three seconds the end of the game, her mother moves the slowest time in less than five seconds. After the end of the race five seconds, then into a long wait for the next round of competition.

Throughout the activities, duration less than a minute, and before the audience to understand how matter is over. Crowd of spectators up to more than 10 people, and most of the audience is confused, because there is no information to tell you what manufacturers to carry out any activity in here. participate in the activities of the three mothers are also receiving end of the game up a few diapers left hastily, in which one end of the game there will be a mother to wear when participating in their children's hush music diaper removed, it seems worried about child wear uncomfortable.

Failure analysis activities, mainly the following:

1. Location error

In general, audience participation activities should be strong selection of small square in the shopping center, where high traffic, can form a wider spread of surface, while the broad square venue to facilitate you watch or participate in activities.

And the hush music "wearing diapers Contest" Norma sale in pitch selection, based on a small space makes nowhere; stores in horn, around the cries of a salesperson, next to the TV in play music, etc., almost drowned the entire event.

To make matters worse, the venue is extremely simple to find a few pieces of foam fight on the floor of the stadium became mothers. Not only did not tell you the background of host stage companies, activities; does not help the audience.

2. Communication is not in place

The venue itself limits the spread of surface activity, but the staff is there waiting for customers to come, the overall activity has been intermittent (because it was hard to wait until the scene activities with children who have been).

If several people were sent to the Nuo Mate organizers before the busy square with children's parents invited to attend activities; If the advance communication with the store is good, with stores in radio broadcasts; if you put a few posters for the square advocacy; if ... ... history can not be assumed, however. The final outcome is an active "fishing for three minutes, two hours and starts."

3. Unreasonable staffing

Throughout the whole "wearing diapers Competition" campaign, only three staff members, a host, a host assistants (to help host records, time, etc.), one for distribution of prizes.

Neither the staff responsible for coordinating the activities of the process (as a race with the organization of the work of the next round of competitions, resulting in gaps of the activity, intermittent), and no one participating in the activities of players waiting for the scene to pacify (so the parents can not wait to leave continuing, leading to delays in three of the participating organizations are not up-scale), and no staff around the audience to introduce activities or promotion of products.

4. Activities in the design is too simple

Stage of the activity in just 5 seconds, seriously top-heavy (the waiting time much longer than activity time). Analysis because of activities of the design is too simple: wear diapers - the background to accept the award - the end. The result is a popular activity can not afford to live always together, but can not spread to spread out the brand or activities.

If the increased activity of several components:

(1) Award: After the game, the winner taking office, baby and mother to accept the award (not to the back collar), and on the spot for the baby and mother were presented with awards, wearing crown.

(2) activities when making their own photo taken, to a winner at the end of a photo. Each participating team can get the photo competition. I believe that photos parents will treasure for a long time, while still hush hush music collection of brands and activities. Can be expected that parents will these photos to family and friends, at the same time spread, but also inadvertently made a promotional music for the hush hush.

Increase the link above does not need too much expenditure, can greatly enhance the activity can be ornamental, popular gathering for the event, but also for the next round of activities, leaving more time to prepare.

Of course, history is not changed, failed once hush music if timely conclusion and the reasons for the failure to properly fill the short board, I believe the next, we will see a happy hush music, a baby and enterprises have fun activities.







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Experience discrimination in the workplace full of experience in training students pay Who

Regional Manager how to handle high-level interaction with the company

Regional Manager, as a special class, they are both positions of power "will be from outside the monarch that" the Fengjiangtaili; is precarious, "Jun told Chen Si, Chen had to die," the foreign minister. Handle the company's senior managers and the positive interaction between regions is a vital relationship work.

First, emotional and rational
Each firm will be in varying degrees to the existence of formal organizations and informal organizational relationship ties. Relationship between the formal organization is mainly reflected in: the institutionalization, standardization and rational normal communication between the upper and lower areas; and informal organizational relationships are more shows: charisma, family, friendship, non-normal channels of communication, generally two different emotional and rational management and the embodiment of the concept of the unconscious.

The author has done a large domestic enterprises in the regional manager, ostensibly the company's advanced management, business development rapidly, but in fact senior corporate management in the concept of depth and emotional content is far greater than the rational. For example, most of the regional manager has the ability, knowledge of airborne, and placed next to the individual at the regional manager of the old clerk was able to Babel's "supervisory army." When I took over as manager of a continuous exchange of the four regions to do well, I already feel a positive addition to the market problems, there must be "outside factors", this is the man "Jianjun" special status problem. Reason told me that "stabbing outside Home Safe," but access to the specific work of a "market first" concept let me forget who Difficult People. Busy conquering a city, fought bravely through the efforts of a stage, just triumph when, who "jianjun" launch an attack has begun. Business senior manager told me that "as long as the market well, I will not listen to gossip." However, just be marketing success, still needs time to consolidate the company's support for less, less confidence in the leadership; the contrary more picky, much ado about nothing much. When I verified the man "jianjun" fish in troubled waters over the years, Sungongfeisi the evidence, the company informed of was: "due to poor management and regional manager, salesman violations occur, the penalty decision as follows: Regional Manager, a fine of 5,000 yuan, a fine person 3,000 yuan. "angry that I leave, a number of key also follow me, we sweat in vain, and companies are losing a market of nearly 100 million yuan.

I hindsight: The question is not whether a company can use "Jianjun", but rather out of my encounter with this "jianjun" personal. "Jianjun" exists for a positive, because they though capacity is limited, but familiar with the company about the situation, the core leadership of the company and has a high degree of loyalty, and leadership is understanding the relationship, is because of them, business was dare to employ a large number of capable people, it helps control the overall situation, but also strengthened the clerk team cohesion. But if executives can use perceptual (informal organizational relationships), while more rational number (a little more idea of the relationship between formal organizations); and as a regional manager I was able to operate in a rational market, and then note that the internal handling relations with the feelings of executives to communicate more, then the result will be a win-win!


2, criticism and encouragement
"Carrot-and-holding" - which is the regional manager of senior general management approach combining soft and hard.

General praise, encouragement, care, support the approach advocated by comparison. Because when you are encouraged, you will be confidence that you will be lofty, you'll work harder; when you get care and support, you will have gratitude in return you will have the idea of helping his career, you will play their maximum potential in a happy mood to do more work and not feel hard. Therefore, promotion of modern management greater use of incentives. We should also promote "happy sales."

However, because the senior's personal work style and habits, as well as the different characteristics of the regional manager, may not be able to always use the excitation method, not necessarily incentive can solve the problem. Practical work we are often faced criticism than encouraging, and the results are often better than to encourage criticism. Because of criticism, warning, punishment, demotion would cause you stress, and you will create a sense of crisis, "no pressure it's not moving," you can overload under high pressure to work. Of course, this one is very demanding.

I've worked for that company, senior regional manager of criticism and punishment may seem rigorous, objective, fair, but the impression is always dark and cold. And now the business leaders, regional managers are free to criticize often, although sometimes unbalanced, but you feel it is good, warm, and because he criticized you in the sense of humor, criticism, or support the return to support critical. You feel the problem, need to. Sometimes, when he criticized the people, not by name, saying very heavy, but very humorous. The company also notified from time to time by selling the completion of sales targets for the ranking, do not criticize and praise, let you feel the pressure from time to time, there is competition everywhere, to criticize and encourage indirectly reflected, so that you feel "in the silent office listen to Thunder, "the warning effect.

"Escape the pain, the pursuit of happiness" is the driving force of human two, in fact, criticism and encouragement are the driving force in these two kinds of extension work. Then senior management of the regional manager in the end is the use of criticism then? Or use to encourage good? This should vary, because the incident vary, the key to a degree at a good grasp of the problem, but also methodical.

Third, feeling and standards
Executives are most concerned about is the regional manager of the company's sales are to complete mission objectives, generally based on sales targets to the completion of the success or failure. In addition, based on trust, friendship, communication, understanding body cool and so the objective difficulties in the regional manager, this is the seat of your pants to measure whether the district manager can continue to reuse.

The sales target for the regional manager is his most sensitive nerve, whether Chayu after dinner, before bed dream, speak, think, or sales targets. Sales target is to complete a company is of course important, but it will give the company the only sales of short-term market consequences.

Enterprises set sales targets are reasonable, the company executives to the sales target assessment, implementation, control, fair, accurate, and will directly affect front-line sales district manager of the initiative; the other hand the regional managers of the initiative and performance, and how would the efficiency of enterprises directly without significant impact. Therefore, sales of corporate executives must grasp the interactive features of assessment indicators, the use of rational scientific methods for performance evaluation.

First, the goal of making sales is correct and reasonable? Is based on population, per capita consumption, per capita income? Or last year's sales with an average growth rate? Example, to set goals according to sales per capita consumption, then the census numbers accurate? The regional population is a lot out? Whether there is a large number of floating population?

Second, the goal is sales by a simple examination, or to develop a comprehensive evaluation standards?

Third, performance appraisal is based on pre-standard, or by later standards?

In fact, each method has its limitations and imperfections of the side, enterprises should develop according to their specific circumstances as scientific, accurate, fair and reasonable standard of performance assessment.

Since the standards are not scientific and can not do a very reasonable and would require a regional manager, corporate leaders have emotional understanding, so as to provide regional managers try to balance some of the psychological sense. The development of indicators on sales should jump up to get; although not able to achieve high standards in advance, and do not beat him to death; stimulate their growth in the market to get the joy of success; by the release of the pressure group activities, etc. enhance the fighting and so on. In short, through these measures to adjust the feel and the standard is reasonable.

Fourth, assessment of the reasonableness
Based on years of experience, the author summed up an effective "3:7" performance appraisal method. "3:7" performance evaluation method: only 30% of integrated assessment, sales assessment, 70%. Comprehensive assessment include: the company specifications, operational methods, market share, sales growth, etc., according to pre-primary examination and assessment of objective criteria, 70%, 30% lead after the assessment of things. Sales assessment, standard assessment by 70% in advance, according to 30% after adjustment assessment. After adjustments, including: sales for special events, the objective difficulties, water sales, product or policy implications.

Sales target bonus is based on the general results of the assessment is based on the number or level down to reflect the best incentive and performance appraisal is to combine the results. Although the adoption of a comprehensive evaluation of 30%, 30% passed the two ex post evaluation adjustments, sales of both incentives, while avoiding unreasonable causal factors, as reflected more work. However, there will be some toiled, talented people, although paying a lot, but the market is the development of, a recession or set unreasonable sales targets, so that pay and rewards are not proportional, so unjust to affect the regional manager at work. If the performance bonus in addition to installing some, such as: Growth Award, pioneering award, network construction awards, individual awards market order awards will allow more people to see hope, be encouraged.

Sales target plan and performance appraisal criteria should be dynamic, not static. A good performance appraisal ideas and programs should be planned sales targets, sales in the whole management of an organic component. Performance evaluation is from beginning to end sales of the whole management of the energy supply in the agent. Performance appraisal should be systematic, rather than isolated. From program development to implementation of the execution, feedback, supervisory control, processing adjustments, it is involvement in the management of the entire sales process. Scientific performance appraisal process should be the emphasis on control of the process can produce only good a good result, because the result is often not easy to change, but the process is correct, proper, when you can not only improve. The author's experience is "program evaluation gains and losses, or two failures." According to "3:7" assessment principles, in 30% of the comprehensive evaluation, should be established to report on the implementation stage, leading in time to facilitate monitoring and guidance.

In short, a good grasp of the interactive features of high-level and region in order to stimulate the regional manager for the greatest degree of enthusiasm, can the executives and regional managers to be managers of the management and the confrontation between the conversion to become a reality for all sales goals jointly to an organic whole.







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"Want to" match "can do"

Career counselor can Rui Case:

susan Applied Electronics graduate. After graduating from university, worked for two years in a state-owned enterprises entered a well-known high-tech enterprise, a secretary. But she found that the basic positioning of the company secretary for business personnel odd jobs, services, processing report to the leadership of some simple, she is very aware of these routine things anyone can do. Although there is no pressure of work, but was very depressed. Later, she applied for departments, but suffered for more than one month, it did not work.

As for sector fail, she simply switched to a private company to do technical assistance. Is usually the work of the pure computer literacy, often dealing with some very low-level operational problems. She intended to want to do technology, but do not want such a low level of technology that she, not competent to do another high.

But sometimes, if we can help employees solve quite hard, she will feel very proud that there is value. So she has been seeking a higher level of work to do. To do this she enrolled in a Master-service management. Learning while working. But friends have recommended her, so she went to an engineer license, so we can make advanced technologies. But she did not know their own future in the end is to take technical route or take the administrative route. She worked for three years now, and have been doing basic work, which she was not satisfied with their own. She felt that she should have chosen not to swing around, but she does not know how to choose, it will not have regrets, will not waste time and youth?

Expert analysis can be sharp:

1, management and professional choice:

Professionals to re-pay the initial stage is higher than the general administrative staff. Susan very much care about their status, so the time to do the work of unbalanced mind. This is generally the primary workplace impetuous attitude, they can not see the job growth.

Susan currently on the professional background and professional experience point of view, administrative and technical she can do. So, she did not take into account other parameters, when indecision. Vocational orientation indecision.

2, psychological needs and market demand dislocation:

Susan attaches great importance to her position, and hope that their higher level. For such a purpose is also switched. Shows that psychological factors on the work of her great influence. Over the years, her position is not under the actual situation of companies and individuals but according to their own expectations and psychological needs, such positioning is difficult to accept. In the workplace, the need to individual needs and business needs together and give yourself an accurate positioning, which will help to focus follow a path, and also help enterprises to provide better opportunities to individuals.
Orientation or whether it is sustainable development are required as the criterion of market.

3, the value can not find jobs

The key criteria to measure what matters, is the key responsibilities and functions, assume key responsibilities to be worth up to professional people.

Enterprises, the key responsibilities and functions are market-oriented. It has two key points, one is product development, market management. You are not product experts, market management is capable.
Susan as a secretary at the time, she found that the basic positioning of the company secretary for business personnel odd jobs, services, processing report to the leadership of a few simple. She did not clear their duties and functions, in fact, she is doing the work of market management. The key thing she did, did not realize that this is the key thing, it was a great mistake.

She is not a matter of grasping how to squeeze the essentials, the value can not find jobs.

Expert planning:

"Want to" match "can do"

What one wants, we should first consider what else to do. Know what they want but can not afford to get people, and do not know what they want people who have the same problems. When they have perplexed, our advice is: calm down, do nothing and find a quiet place to think seriously about their future and the past, listen to their voice, find their inner needs, understanding own personality and abilities.

There is a more scientific method can be applied, that is, vocational aptitude tests, and obtain guidance. For those who lack self-reflection ability, proposed to the "professional planner" consultation. Although this new industry is in its infancy and far from perfect level, but its future is very bright.
Rui experts here can work out susan two career routes.

Administration route:

The first step: from secretarial, administrative assistant to start work, to master basic vocational skills;

Step two: administration or marketing management, cut into management;

Step Three: Department Manager.

Reasons: administration work experience.

Techniques:

The first step: Technology Commissioner;

Step Two: Technical Engineer;

Step three: technology consulting firm to implement the consultants / IT services to business customers in charge, enter the consulting industry or management.

Reasons: (1) administration experience; (2) Master of Management degree.

Ultimately she chose to take the technical path, she said she enjoyed helping people solve problems that pleasure, this small woman, big woman, vanity, let her keep one by one to overcome technical difficulties and tireless.

Senior career counselor can be sharp, Mr. Bian Bingbin that when a person's psychological needs and the value of work, when in conflict, the human body and mind and work are not likely to hurt. The only solution is to find a job, you have it with the values of mutual coordination. Long-term development strategy as the company needs as individuals also need vision, so that we can balance the future with sufficient vigor. (END)

Rui career counselor can be the cause of the Group www.91career.com

Beijing may Rui Jian Wai SOHO 4, Beijing, China Building 0604
Advisory Tel :010-58693591 5,869,359,258,693,593
E-mail: consultantbj@cbpcareer.com

Hours: 9:00 - 20: 00 (two days of rest as usual services)







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