The big companies are the kind of large scale spending. Expenditure for the need of raw materials, the supply, manufacturing, personnel, resources ... expenditure in Marketing and Sales.

 

Marketing and sales, that they are entering "a large amount of expenditure". Although the two very sleep-related, we leave for a moment out of the debate those who intend to trade more directly allocated to a product or a distributor in order to improve the performance of the product or company or image, finally the goal set by 'Business.

 

Let me talk about those Marketing, mountains of money available to people of Marketing. Mountains full of tunnels, galleries on which it is difficult to drive due to lack of light. Precisely because of the size of Mountain and the number of galleries in charge of monitoring these expenditures deserves special attention. These costs may also represent 5% of turnover or more depending on the sector.

 

First call these expenses, after mentioning their control, who should do it, how to do it.

 

If the nature of expenditure is clear, do not let its management. We talk about advertising, talking about buying spaces, talking about buying promotional material, purchase of creativity, sponsorships, events, public relations, direct marketing or relational ... A world of diverse as spending enough so as not to target hats. All these costs are often difficult to assess correctly, even with the collaboration of the directions of purchases more efficient, it is always difficult to assess the quality of an idea, the quality of production, the quality of an event, the results of a sponsorship . And to "help" we are both Managers of Marketing as agencies around like that has to do with creation. A helping quotation marks because there is a tendency to maintain certain levels of spending going on when production will understand that the efforts in cost could be done, everything is going to the economy.

 

The average expenditure on posiamo say that those are more controllable by the central purchasing, keeping in these races you can always find something to save a euro level of commission, another thing is in their purchasing power. It is one part of the buying traditional media are highly regulated in France as in other markets reigns negotiation one to one, is over there where there may be areas of savings or buying better. On the other hand these stations to purchase the more regulated is the purchase and you have less margin, tend to offer non-traditional media where you can recover the money. And where they enter the professional manager, can choose among the proposals, evaluate the costs well, knowing how to compare them, know how to find the means to assess their effectiveness, knowing how to talk directly with the presence of the central media in order to obtain the best price. But even if the purchase of traditional media, the Manager has an important part to manage the cheapest possible, this is called planning. Schedule time means savings, costs more change in a campaign minute, finding space when it is not planned, costs more in relations with the Media, how much better relationship is established between a manager, the power to purchase and the Media, easier set of negotiations will be satisfactory to all, every one can rely on. So planning must be the main goal of the Marketing Manager, including the first objective of buying property. The second, to determine the components of pre-test and post test the efficiency of Media, not only in terms of results for products or image, but in terms of results to the campaign. Today we have all the numbers you want in terms of GRP, in terms of penetration, in terms of target, in terms of final cost. It is not inconceivable not to do this work systematically, and instead it lends little attention. It prefers to consider advertising as an expense, not investment, more that 50% consider that the other. Instead, a careful management of these aspects of investment can differentiate the success al'insuccesso. Spending the right, where it is most effective is always an excellent result. Instead, we limit ourselves to vaguely say this campaign has worked or not. Why? Well, more or less because we have sold more! But it was thanks to the mix of media used? It was through the promotion included? It was thanks to the price? Was that we were in a dominant competitive position? It was through that? I am convinced that the Top Management devotes little space to analyze why? Analyze only the numbers of product, but does not give adequate attention to the most important part of something like 5% or more of revenues that can represent the cost of Marketing!

 

The costs in creativity are a part of this small but significant 5%, the fee will also be controlled through the opening to competition of different agencies and even the cost of production through production and after subjected to "cuttcontrollers" professionals. But there is also room for them bravura of a Manager of Marketing, in time to plan the production costs of less than done at the last moment having to spend nell'urgenza, planning the future use of this production already turning adjustments for future promotions costs less, finding a wire awarness that builds over time is even better. Obbietta but on which we are confrontanti day to day and always at the last moment, not just in television, but radio, even the press. In this moment of the debate leaves the necessary coordination between Marketing and Sales, but this will leave him for a specific chapter, is too important to send a company to whores.

 

The costs in public relations in sponsoring events that are more difficult to control, but even there we want to go into details, and what he can do only those who work there, can not do it the best direction purchases unless it is specialized in this type of products. You can not make a negotiation with an agency as if I were buying a supply. You can not do essentially because in the second case the product and physical and responds to a set and each supplier offers the same product, however, in the first case there is the same product or there would be so hard to achieve the technical specifications that are not products on which we seek originality, but pre-purchased in a supermarket. The techniques of negotiation leading to a decline of the negotiation that required, has a demanded a great spectacle, and slowly we found that there is no longer that, I oe that other less substantial or so on, having to settle after being execution, and certainly saving them a few leaves, because there was more negotiation. This relationship between expenditure and Marketing wants Purchases of goodwill between the parties, putting the price to pull the price in this type of expenditure is not the best form of savings. After measure is another complex but needs to be done, if only in terms of image found, how to assess a convention? How to evaluate the result of a sponsorship? An event? If one expresses some 'the brain finds it is important to do a statistical later able to see the evolution or correct action, I assure you is

 

Marketing expenses in relational are easier to control, to end talk of mailing, production of materials and creativity on the material. Perhaps in this last resede the difficulty most important for better management, what is true? Even the best method there is always put into competition agencies.

I have spent talking to competing agencies, when in a similar chapter speak of the need to establish stable tie. One thing does not preclude the other, putting the agency in competition it means watching the market without having to pitch, it means controlling the costs of its suppliers, it means that after a few years you can put in the budget pitch ol'azione and so on.

 

It is not an easy job, as it is not easy to avoid the tendency not to have the best professionals as a matter of cost. What I do not have to sacrifice is the best or the best professional agencies, because the only things you can do at home to lower costs. The costs will probably be no fewer results. Today we want professionalism, have the resources available to produce or to buy that you can not get at home. We can not fall in sub-syndrome cousin. For this syndrome mean that any work of creativity or layout or production can be done with any medium. Unfortunately, after the results are obvious, given that advertising must sell a product, but enhance his image and that of the company, it is better to do less but better.

 

Spending for spending is not good, that sometimes the best results are obtained using alternative means, at most targetizando products and therefore the media used by the few exits but with the very material impact, using the good testimonial or sponsoring very focused, not do everything and no matter where, these trends do and do to make doing so because you get more results, no further than the reality, only a scattering of resources. But as anyone in the company after it analyzes the results of a professional, and professional and objective statistical mean, it does not matter at all.

 

At this point we have come to control, given the complexity of the expenditure, durability, the small amount of expenditure, it is not easy its control. Normally the Finance Directorate merely consuntivare from the Marketing who feels controlled. A 5% spending can make a difference in the results that the Manager of Marketing said. I consider that having regard to the importance of expenditure should be asked more to the Directorate of Finance, but also greater awareness commercial, but especially in the profits of a company. Consuntivare alone is very little ...

 

There are many arguments explode on Marketing, to which I wanted to include it as a fundamental part by check or send a check for a company whores, certainly a booklet to all its Marketing deserves.