“很多企業陷入了營銷困境，每年投入各種展會、廣告的預算越來越高，卻苦於看不到營銷效果，無法評估營銷投入產生的價值。”

“Many companies fall into a marketing dilemma. Every year they invest more in a variety of exhibitions and advertisements without seeing direct benefits out of it, making the evaluation of marketing investment difficult to be carried out.”

我從業於國內一個新興行業，行業內有幾家主流的媒體平臺，每年定期舉辦6-8次行業會議/論壇，每次都吸引大量企業進行贊助宣傳。首先，企業願意拿出營銷預算，說明企業重視營銷；其次，有了營銷預算，營銷人員也可以更好的開展營銷工作。看起來條件理想，理應收穫營銷紅利，可爲什麼這些企業還經常陷入營銷困境呢？

I work in a new industry in China where there are several mainstream medias. Every year, a large number of companies are attracted to sponsor the 6-8 industry conferences/forums held by those medias. Those companies must know the importance of marketing so they are willing to spend the budget, and with the marketing budget, their marketing staff can better carry out various marketing activities. I assume those companies should ideally do well in marketing and benefit a lot, however, why do they still fall into a marketing dilemma?

據我觀察和考證後發現：

After my observation and research, I found that:

1

有的企業隨大流，看見別的企業（尤其是競爭對手）花錢營銷 (比如冠名贊助某個會議)，自己就坐不住了，生怕埋沒在別人的宣傳攻勢中，所以即便不知道花錢能帶來什麼，但是堅信“花錢總比不花錢好”

Some of them just follow what other companies do, especially when their competitors decide to spend money in marketing, they will make the same decisions even they have no idea what they are going to get out of the investment.

2

有的企業是“例行贊助”，因爲往年都贊助了，今年也不能落下，捨不得失去任何一次曝光機會

Some of them just "spend" the budget. They sponsor this year's forum just because they did it last few years. They can't "afford" losing any opportunity for publicity.

3

有的企業認爲自己作爲“行業龍頭”，不花錢贊助的話有失風範

Some companies think that they are "industry leaders". They fear to lose the title if they don't sponsor.

4

有的企業老總和會議主辦方有私交，所以礙於面子，一般都會贊助會議以示支持

Some bosses have private contacts with the conference organizer, so they generally sponsor the conference as a support.

5

有的企業覺得贊助方案不貴，比往年划算，就決定贊助了

Some companies feel that the sponsorship cost is more cost-effective than in previous years.

基於以上各種考慮，很多企業在營銷上投入了金錢，實際卻並沒有投入精力，這樣怎麼可能達到營銷效果呢？Based on the above considerations, many companies have invested ONLY money in marketing without actual involvement. How could they expect anything from it?

有人說營銷效果是一個很虛幻的東西，是潛移默化的發生作用的，本來就看不見，我並不認爲這樣。營銷的目標是爲企業（以及企業的產品和服務）塑造良好形象，讓受衆在遇到需求時不僅能第一時間想到你（認知度），並且心理上已經認爲你可以託付（信任度/美譽度）。以下的蛛絲馬跡，可以幫助你判定營銷效果：

Some people say that "marketing quality" is something illusory with subtle influence, and thus can't be properly evaluated. Well, I don't think so. The goal of marketing is to create a good image for the company (and the company's products and services), so that the audience can not only think of you in the first place when they have a demand (Cognition), but also believe that they can put trust on you (Reputation). Here are some signs of good marketing:

1)

不止一個人跟你們說：你們的網站、宣傳冊、PPT等等做的真漂亮。

點評：這說明在外在形象上，你們已經給業內人士留下了好印象，在一般認知度的基礎上增加了額外印象。使得他們不排斥，甚至有興趣與你們繼續和深入交流。

You've told multiple times: Hey, your website, brochure, presentation, etc. are really beautifully designed.

Comments: This indicates that you have draw a good external image of your company to bring good impression to your audience, adding an extra impression based on the general recognition, so that they would not repel, or even would be interested to know more about your company.

2)

不止一人跟你們說：你們的新聞稿寫的不錯，公衆號維護的真好。

點評：這說明你們的營銷清晰傳遞了企業優勢和價值，讓人看得懂、記得住，並已建立初步信任。

You've told multiple times: Hey, your company press releases are well organized, and the company Wechat account is well maintained.

Comments: This indicates that your marketing has precisely delivered the company's advantages and values to let people easily understand and remember so they can establish further trust.

3)

主動詢問業務的電話、郵件增多了；主動聯繫來訪洽談合作的客戶增多了

點評：這說明你們的營銷開始產生業務轉化的實際效果。

You found more inquiry business calls and e-mails, and more potential visitors coming for cooperation discussions.

Comments: This indicates that your marketing efforts starts to produce the real effect of business transformation.

“好的營銷，從提升企業的外在形象開始，就好比一個外貌出衆、着裝得體的人更容易給人留下好印象一樣。企業的外在形象，體現在企業對外展示的方方面面。”

"A good-looking and well-dressed person is more likely to make a good impression, good marketing also starts from the external image promotion. The external image is embodied in all aspects of the companies's external activities."

多年來我在企業裏從事市場和銷售工作，深知企業應該如何展示自己，也深知客戶會被怎樣的營銷打動。我做過的網站、宣傳冊、宣傳海報、名片、PPT、營銷活動策劃、甚至辦公空間設計等等，無一例外的多次被供職企業、業內人士以及客戶點名稱讚，這都得益於我自己精心拍攝的各種圖片（精緻的、同時足以突出企業和產品特點）、一線營銷經驗（尤其是工業產品）、以及對各行業/產品快速、精準、細緻和獨到的理解。正是基於這些經驗和理解，我相信且希望自己可以從點點滴滴之小處幫助更多企業全面提升企業形象和營銷質量。

Over years I engaged in marketing and sales activities in different companies. I clearly know how a company should market itself, and what kind of marketing can help convince customers. I've received praises, everytime and multiple times from the companies I work for, industry colleagues and our clients, for the work I delivered such as websites, brochures, posters, business cards, presentations, marketing campaigns and even office designs. The good "external image" benefits mainly from a variety of carefully photographed pictures (taken by myself, exquisite, at the same time highlight the characteristics of the company and its products), my marketing experience (especially industrial products), as well as my rapid, accurate, careful and unique understanding of various industries/products. Based on those, I believe and hope that I can help more companies to further improve their external image and marketing quality from tiny aspects.

歡迎聯絡我以定製“企業形象經營計劃”，幫助您的企業通過“好營銷”更多受益，從企業宣傳冊和產品介紹PPT開始！

Contact me for a customized "Corporate Image Promotion Program" to benefit more from good marketing, starting with the company brochure and presentation!