The subject of research for the dealer experience, the author notes in particular dealer groups have characteristics that do not want fame, not to mention need for investment promotion activities, sometimes that is free of self-promotion opportunities, such as manufacturers to pay the outstanding packaging distributors in the media activities, media activities, the owner of an exclusive interview opportunities can take the opportunity to become famous, dealers boss not interested. Therefore, many marketing experts to promote the development of the dealer's own brand of the road are often difficult to obtain distributors their response, which can be nothing like the manufacturers, factories once their opportunities for free publicity, even the Qiaojiannaodai also try to get inside.
In short, dealers employers did not succeed, do not want to publicize himself. Everything must have a cause, this cause of the problem then? Author has carried out some analysis to a total of at you dealer friend.
鈻?the cost of misunderstanding on the publicity
Manufacturers and distributors of business personnel boss in the process of communication, like the deliberate expansion of factory investment in propaganda, as well as the complexity of information systems, 300 000 filmed commercials will say is shot out of two million, two million CCTV advertising will say 10 million. In fact, the factory workers like to say that these reasons are very simple with the intention of manufacturers to the dealers that the strength and professional degrees. However, the factory is the main distributor of learning objects, is the most important of the object. Over time, factory workers on the publicity dealer cost hi-tech brings rhetoric gave the impression that promote their own costs are high, the technical level is very complex.
Therefore, the distributor of a weigh their own boss sometimes, their hard dry last year, also the top manufacturer did not shoot commercials film on the money, see the external publicity, build their own brand that can not live dealer can play in this game , Wan Dezhuan's. In addition, people are not familiar with their areas are generally maintained a cautious and defensive mentality, dealers set up and publicity of the brand know very little tend to burn only know that this is something people can not burn the money. So we will often see dealers will repeatedly request manufacturers investing more advertising, more efforts to increase publicity, but will not promote propaganda for their own pocket, even dealers currently have a free opportunity to self-publicity, for security reasons they are not easily accepted, dealers tend to think of this front is a set of free publicity chances are it? Perhaps a little something behind the back, say the publicity is a very complex matter, would not be so simple and cheap. Although the immediate publicity for free, often there may be the mouse drag shovel, the bulk of it in the back! Safety First, such a good opportunity to find another dealer you go.
鈻?a lack of awareness programs targeted dealers
Sometimes, not the dealers do not want known. Do not promote themselves, but many of the current branding and brand communication is modeled on the design manufacturers, and distributors the fit the reality of their own poor, these programs for dealers, too complicated, the operation cycle also too long, the key is the need to put too many things, really could not handle, not afford; Also, dealers like the short-term operation, investment in the shortest possible time to see the return of foreign propaganda return often difficult to see in the short term gains, and need not cost a small effort, much deliberation, also forget it.
Lack of appropriate self-advocacy program design dealers (including short-term income plan), largely to dispel a number of dealers in terms of publicity enthusiasm.
Although the company is a distributor, the size can be considered a business. However, this is true or not about formal enterprises, formal enterprises is a group, is there a certain group of security and self-protection. The dealers are mostly small companies, the core figure is dealer boss, as an individual, self-protection ability is poor, more importantly, the current situation of social stability, it is still not to a Lubushiyi, Night does not close the doors of the degree of hostility to the rich people are many, many people like to make life difficult for the rich, the policy for a small portion of people get rich first, this small part of the wicked often become another object of concern, not fear thieves, for fear thief misses, promote their company is claiming their money, this information is spread out once, I am afraid that attracted the thief than to be more attracted new manufacturers, if a nationwide publicity themselves, it would mean that the nation's thief are recruited to? Comprehensive personal safety and social conditions in perspective, do not reveal financial or fiscal keep it! Crying poor-mouth is always safer, the other four unassuming, so some people eyeing.
鈻?making money is not authentic
To the author's own experience and a lot of dealers distributors interview point of view, at least half the profits of dealers from the operation of the table below, for example FALSIFYING, retain market manufacturers cost of corruption together with manufacturers selling business costs, inflated goods loss, tax evasion, false accounting, insurance, and so does not apply to employees and so on. If it is perfectly legal to do business, estimated to dealers will not earn more than a high-level white-collar workers go there.
The reason why these things under the table to develop and use their secret safe living environment are inextricably linked. If once the publicity from themselves, a great reputation, will naturally be of concern to some government functions, then trouble ------銆?Among other things, the sun light of the business normalization, it is necessary to the dealer about the life of the.
鈻?balanced treatment of employees
There is an objective reality, in the same grade under the premise of the income of dealers subordinates than many low-income factory workers, low-cost employment strategy is to adhere to most dealers. Meanwhile, employees have to balance the emotions. And, in many dealers seem to promote their own strength is a reflection of more than earned his promotion; or the ability to earn. However, the boss and employee earned more than the low treatment on the contradiction. Therefore, the dealer boss in front of his employees always argue that it is not good business to do, the money more Nanzhuan, and Santianliangtou will play a small show, said there was a loss. There was a loss, in fact, intended to alleviate the grievance, balanced treatment of low staff.
In this regard, dealers that will not promote their own strength and profitability. Instead, poor-mouth, almost every dealer boss has one of the basic vocational skills, poor-mouth has a variety of purposes, at least coax employees is one of them.
鈻?willing to assume social responsibility
Fame must bear some social responsibility, and sometimes whether you want to take a total of some departments or individuals will always seek them out, and sponsorship, donations, support ------- let you push is not should not, simply fewer things the trouble, also the name of the other to climb to the rafters prior bad, or hiding behind the relatively safe.
Dealer was reluctant to publicize their own, the first factor is derived from the self-protection awareness of people, we esteem muffled fortunes, quiet village, the not fire a gun, can not speak out on the other-something onto the stage and although able to receive flowers, they may be targeting others. Coupled with the current most marketing experts, brand experts are rushing to gather on the boat for corporate services, there is little serious analysis of expert distributors, and come up with a real awareness programs for dealers, distributors also unable to receive the relevant guidance and information, first do not want to publicize their own, plus does not advertise itself, naturally, is the right to publicize the matter could not get exciting the.
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