Chapter 143 Promotion (2)

• "This is Chadwick's proposal plan this time. It's so simple that there are only two pieces of paper, and not even these two pieces of paper were fully written. I took a look at it and saw that this proposal cost only 60,000 in total. But what was the result? He used this 60,000 to increase the sales of a clothing store by 300,000 to 400,000 within these three days, which was seven times the money spent, and this was only for the past three days, not including the beneficial results for the future. Most of you are experienced employees in planning, and you must be familiar with this conversion ratio. I would like to ask all of you: Can you achieve this? In the history of Senefield's proposal plans, were there any which reached these beneficial results? Compare this again to the proposal plan you guys came up with this time."
• At this point, Kate paused and picked up the proposal plan by the Planning Department this time and tossed it heavily on the table, continuing, "Look at this. Your fancy proposal plan is more than 40 pieces of paper with the total budget more than 1.3 million, and you even hired some bullsh*t celebrity, but what are the results? In the end, it only increased 1.2 percent of our average sales for the past three days. Based on our data figures from past history, even if we didn't do the event this time, our figures were around 15 percent higher during this holiday period. What does this show? It shows that the event this time has brought the company a negative 13.8 percent in sales. You should know the reason very well, and that is that your event failed. Not only did it fail to bring us any popularity, it even allowed Beehive to draw away the popularity that should have been ours. Considering both sides and summing it up together, the Planning Department has caused the company a total loss of about 5 million. If the popularity is included, then this score is even harder to settle. Comparing both sides, I guess there's no need to say any more. This is Chadwick's proposal, and it's only two pieces of paper. You, take this and make a photocopy of it for everyone in the Planning Department. Do it right now."
• Holding Chadwick's proposal, she then passed it to an employee at the side, and just when he stood up and wanted to make copies of it, she added, "Wait a minute. Take this as well. This is the survey form from Chadwick's research. Maybe you guys think that he had a stroke of luck this time and made it out of pure luck. I'll now show you the survey form he did this time, and show you whether he was just lucky. Your survey form is generally very simple with only a few pieces of paper that were filled with figures and data from a few days. Moreover, you know very well for yourselves whether those figures were really calculated by yourselves. No matter what, it's very simple, and you probably think that it's useless. I'll show you now how efficient market survey can be. This is the survey form Chadwick made. In total, he hung around the store from day till night for an entire week. In addition, after he left work for the day, he would go to the security the next day to ask for surveillance videos of the clothing store and make detailed notes. Not only did he record the data, he would observe carefully the customers' age group, social class, financial conditions, as well as their occupation. He would make a note on almost every aspect by himself, and all these couldn't be found in your survey report. In addition, the survey form you guys made didn't even have these topics. Also, Chadwick would think of ways to approach the customers and secretly listen to their private conversation with friends to find out what they thought about the store and understand what was the problem with the store. After that, he would personally try to find out why the other successful stores were doing well and make a comparison to find out the reason. Take a look for yourselves. After every topic from the survey form was carefully filled up, he even wrote so many pages after that."