「宣伝広告費関連」削減策・例

「宣伝広告費関連」
　　　　削減策・例
＊「削減策」の一部を紹介します。詳しくは拙著「異端のコスト削減」をご覧願います。

『1.宣伝広告費・共通』
⑴単価削減策

【施策】➀競合見積の実施

〈着目要素〉発注単価

〈内容〉「発注」する際は常に「競合見積」の実施

【施策】②発注業務の集約化

〈着目要素〉各所の発注業務

〈内容〉社内各所の「発注」業務を本社に集約化

【施策】③業者派遣常駐者の禁止

〈着目要素〉業者派遣常駐者

〈内容〉「発注価格」が固定化し高止まりすることから、無償での業者からの派遣者常駐を禁止

⑵数量削減策

【施策】①申請審査の徹底

〈着目要素〉申請審査

〈内容〉審査内容の審査を徹底

【施策】②事前申請のルール化

〈着目要素〉申請時期

〈内容〉申請期限を「事前」に変更しルール化

【施策】③管理担当のライン化

〈着目要素〉各所の管理担当

〈内容〉社内各所の管理担当を本社にライン化

『2.新聞広告費』
⑴単価削減策

【施策】➀段数契約の締結

〈着目要素〉新聞段数単価

〈内容〉出向段数が多い場合、新聞社と割引価格のある「年間」で契約

【施策】②掲載紙の見直し

〈着目要素〉掲載紙段数単価

〈内容〉新聞段数単価が安い「掲載紙」に変更

【施策】③掲載紙面の見直し

〈着目要素〉掲載紙面段数単価

〈内容〉新聞段数単価が割安な「掲載紙面」に変更

【施策】④掲載地区の見直し

〈着目要素〉掲載地区

〈内容〉必要な「掲載地区」と合致した新聞に変更

⑵数量削減策

【施策】①掲載紙の見直し

〈着目要素〉掲載紙数

〈内容〉効果が薄い新聞は掲載を中止

【施策】②掲載段数の見直し

〈着目要素〉掲載段数

〈内容〉広告効果からみて不必要な段数の削減

【施策】③校正回数の見直し

〈着目要素〉校正回数

〈内容〉「校正回数」を現状から「1回」削減

【施策】④校正期限の遵守

〈着目要素〉校正期限

〈内容〉校正期限終了後の変更は追加料金が発生するため禁止

【施策】⑤広告代理店契約の中止

〈着目要素〉代理店手数料

〈内容〉「広告代理店」を通さず、新聞社と直接契約

『3.ＤＭ広告費』
⑴単価削減策

【施策】➀仕様の統一

〈着目要素〉仕様

〈内容〉「仕様規定」に基づき「ＤＭ広告」及び「封筒」のサイズ・用紙・色数等、仕様を統一

⑵数量削減策

【施策】①配布先の見直し

〈着目要素〉配布先

〈内容〉広告効果からみて不要な配布先の中止

【施策】②校正回数の見直し

＊「新聞広告」同様

【施策】③校正期限の遵守

＊「新聞広告」同様

『4.装飾費』
⑴単価削減策

【施策】➀什器の標準化

〈着目要素〉仕様

〈内容〉多種多様な什器を標準化

⑵数量削減策

【施策】①装飾箇所の見直し

〈着目要素〉装飾箇所

〈内容〉効果の薄いＶPステージ等、装飾箇所を削減

【施策】②装飾撤去・準備時間の見直し

〈着目要素〉装飾撤去・準備時間

〈内容〉装飾撤去・準備は催事閉場時間を繰上げて作業し、深夜作業を中止

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『1. Advertising and promotion costs/common』

⑴ Unit price reduction measures

[Measures] ① Implementation of competitive bids

〈Focus〉 Unit price of orders

〈Content〉 Always implement competitive bids when placing orders

[Measures] ② Consolidation of ordering operations

〈Focus element〉 Ordering operations at each location

〈Content〉 Consolidate ordering operations at each location in the company to the head office

[Measures] ③ Prohibition of vendor dispatched staff

〈Focus element〉 Vendor dispatched staff

〈Content〉 Prohibit vendor dispatched staff from being stationed for free, as the “ordering price” is fixed and remains high

⑵ Quantity reduction measures

[Measures] ① Thorough application review

〈Focus element〉 Application review

〈Content〉 Thorough review of review content

[Measures] ② Making advance application a rule

〈Focus element〉 Application timing

〈Content〉 Change application deadline to “advance” and make it a rule

[Measures] ③ Management staff Shifting to a line

〈Focus element〉Managers in each department

〈Content〉Shifting managerial staff in each department of the company to a line at the head office

『2. Newspaper advertising costs』

⑴ Measures to reduce unit price

【Measures】① Concluding a contract for number of pages

〈Focus element〉Price per page in newspaper

〈Content〉If there are many pages to be seconded, enter into a contract with the newspaper company for an "annual" period with discounted prices

【Measures】② Review of the newspaper

〈Focus element〉Price per page in newspaper

〈Content〉Change to a "paper" with a lower price per page in newspaper

【Measures】③ Review of the newspaper page

〈Focus element〉Price per page in newspaper

〈Content〉Change to a "paper" with a lower price per page in newspaper

【Measures】④ Review of the publication area

〈Focus element〉Publication area

〈Content〉Change to a newspaper that matches the required "publication area"

⑵ Quantity reduction measures
[Measures] ① Review the newspapers in which the ad is published

〈Focus element〉 Number of newspapers in which the ad is published

〈Content〉 Cancel publication in newspapers with little effect

[Measures] ② Review the number of columns in which the ad is published

〈Focus element〉 Number of columns in which the ad is published

〈Content〉 Reduce the number of columns that are unnecessary in terms of advertising effectiveness

[Measures] ③ Review the number of times that the ad has been proofread

〈Focus element〉 Number of times that the ad has been proofread

〈Content〉 Reduce the number of times that the ad has been proofread by "1 time" from the current situation

[Measures] ④ Comply with the proofreading deadline

〈Focus element〉 Proofreading deadline

〈Content〉 Additional charges will apply for changes after the proofreading deadline Therefore, it is prohibited.

[Measures] ⑤ Cancellation of advertising agency contracts

〈Focus element〉 Agency fees

〈Content〉 Contract directly with newspapers without going through "advertising agencies"

『3. DM Advertising Costs』
⑴ Unit price reduction measures
[Measures] ①Standardization of specifications

〈Focus element〉 Specifications

〈Content〉 Standardize the specifications of "DM advertising" and "envelopes" such as size, paper, and number of colors based on the "specification regulations"

⑵ Quantity reduction measures
[Measures] ① Review of distribution destinations

〈Focus element〉 Distribution destinations

〈Content〉 Cancellation of unnecessary distribution destinations in terms of advertising effectiveness

[Measures] ② Review the number of proofreads

*Same as "newspaper advertising"

[Measures] ③ Compliance with proofreading deadlines

*Same as "newspaper advertising"

『4. Decoration costs』

⑴ Unit cost reduction measures

[Measures] ➀ Standardization of fixtures

〈Focus element〉 Specifications

〈Content〉 Standardize a wide variety of fixtures

⑵ Quantity reduction measures

[Measures] ① Review decoration locations

〈Focus element〉 Decoration locations

〈Content〉 Reduce decoration locations such as the VP stage, which has little effect

[Measures] ② Review decoration removal and preparation time

〈Focus element〉 Decoration removal and preparation time

〈Content〉 Move up the closing time of the event and cancel late-night work for decoration removal and preparation