全球廣告銷(xiāo)售神奇教練暨中國(guó)廣告?zhèn)髅脚嘤?xùn)第一人彭小東：傳奇之路與實(shí)戰(zhàn)智慧！

By Peng Xiaodong: The Legendary Coach of Global Advertising Sales and China’s Leading Media Trainer**

一、引言：從草根到行業(yè)教父的蛻變

彭小東，中國(guó)廣告?zhèn)髅叫袠I(yè)的傳奇人物，被譽(yù)為“全球廣告銷(xiāo)售神奇教練”和“中國(guó)廣告?zhèn)髅脚嘤?xùn)第一人”。

他以30年一線廣告?zhèn)髅叫袠I(yè)實(shí)戰(zhàn)經(jīng)驗(yàn)、20年廣告?zhèn)髅叫袠I(yè)培訓(xùn)咨詢(xún)積淀，開(kāi)創(chuàng)了廣告銷(xiāo)售領(lǐng)域的多個(gè)理論體系，并成功賦能超過(guò)110家知名企業(yè)，包括分眾傳媒、德高集團(tuán)、央視等。他的故事不僅是個(gè)人奮斗的縮影，更是中國(guó)廣告行業(yè)從傳統(tǒng)走向數(shù)字化、智能化的見(jiàn)證。

二、核心理論與方法論：廣告銷(xiāo)售的“科學(xué)化”革命

1. 廣告效果公式：

70%創(chuàng)意+30%渠道彭小東提出，戶(hù)外廣告效果的核心在于“超級(jí)品牌傳播力”與“1秒認(rèn)知品牌戰(zhàn)略”的結(jié)合，即“70%內(nèi)容創(chuàng)意+30%媒體渠道”。

他認(rèn)為，廣告的本質(zhì)是搶占消費(fèi)者心智，而非單純追求流量。例如，元?dú)馍滞ㄟ^(guò)“無(wú)糖氣泡水”的差異化定位，成功在可口可樂(lè)與百事可樂(lè)的壟斷中開(kāi)辟新賽道，驗(yàn)證了“與眾不同”策略的有效性。

2. 廣告銷(xiāo)售實(shí)戰(zhàn)體系

13351+2面對(duì)面成交理論：強(qiáng)調(diào)通過(guò)精準(zhǔn)定位、需求挖掘、利益呈現(xiàn)，實(shí)現(xiàn)高效簽單。

36333預(yù)算引領(lǐng)法則：提前介入客戶(hù)預(yù)算規(guī)劃，通過(guò)數(shù)據(jù)分析和需求預(yù)判，引導(dǎo)廣告主增加投放。

1023客戶(hù)防流失理論：10種方法、2項(xiàng)原則、3種角色協(xié)作，降低大客戶(hù)流失風(fēng)險(xiǎn).....。

3. 數(shù)字化與人性化融合

在LED廣告領(lǐng)域，彭小東提出“聲畫(huà)合一+數(shù)據(jù)驅(qū)動(dòng)”模式。他主導(dǎo)的某商圈LED屏項(xiàng)目，通過(guò)AI分析人流數(shù)據(jù)，結(jié)合動(dòng)態(tài)創(chuàng)意內(nèi)容，使廣告點(diǎn)擊率提升40%。

他認(rèn)為，未來(lái)的廣告銷(xiāo)售需融合“人性心理學(xué)”與“技術(shù)工具”，例如通過(guò)互動(dòng)游戲（如TCL機(jī)場(chǎng)廣告的二維碼互動(dòng)）增強(qiáng)用戶(hù)參與感。

三、成功案例教學(xué)：從理論到實(shí)踐的跨越

案例1：公交候車(chē)亭廣告銷(xiāo)售業(yè)績(jī)的核爆

2023年，彭小東為候車(chē)亭傳媒定制《公交候車(chē)亭戶(hù)外廣告超級(jí)銷(xiāo)冠特訓(xùn)營(yíng)》，通過(guò)“3力模型”（動(dòng)力、腦力、體力）重塑團(tuán)隊(duì)能力。

培訓(xùn)后，該公司3個(gè)月內(nèi)簽約金額同比增長(zhǎng)210%，客戶(hù)復(fù)投率提升65%。其核心策略包括：精準(zhǔn)客戶(hù)開(kāi)發(fā)5大絕招：例如通過(guò)“客戶(hù)行業(yè)地圖”鎖定地產(chǎn)、旅游、快消白酒、新能源汽車(chē)等高潛領(lǐng)域。

候車(chē)亭廣告的“流量入口”價(jià)值：利用公交站點(diǎn)的必經(jīng)性，實(shí)現(xiàn)品牌高頻曝光。

案例2：電梯廣告的數(shù)字化突圍

彭小東優(yōu)化電梯廣告投放策略，提出“場(chǎng)景化內(nèi)容+數(shù)據(jù)回流”模式。通過(guò)分析社區(qū)消費(fèi)數(shù)據(jù)，為某奶粉品牌定制“母嬰群體專(zhuān)屬時(shí)段廣告”，使品牌認(rèn)知度提升50%，銷(xiāo)量增長(zhǎng)23%。

案例3：LED屏的“屏宇宙”革命

2024年，TCL華星在深圳機(jī)場(chǎng)投放“藍(lán)屏離家出走”創(chuàng)意廣告，通過(guò)擬人化敘事和互動(dòng)游戲，吸引超10萬(wàn)旅客參與，品牌搜索量增長(zhǎng)300%。

彭小東點(diǎn)評(píng)：“屏幕不僅是媒介，更是品牌與用戶(hù)對(duì)話的載體?！?/strong>

四、行業(yè)影響：推動(dòng)中國(guó)廣告全球化與專(zhuān)業(yè)化

1. 標(biāo)準(zhǔn)化與系統(tǒng)化

彭小東是首位將廣告銷(xiāo)售流程標(biāo)準(zhǔn)化、系統(tǒng)化的專(zhuān)家。其《廣告銷(xiāo)售流程化手冊(cè)》被各知名廣告?zhèn)髅狡髽I(yè)列為內(nèi)部培訓(xùn)教材。

2. 國(guó)際化培訓(xùn)版圖

他的課程已吸引來(lái)自美國(guó)、東南亞等地的學(xué)員。例如，某新加坡廣告公司引入其“1秒認(rèn)知戰(zhàn)略”和“搶占心智”以及“媒無(wú)界”和“競(jìng)合力”后，在戶(hù)外大屏廣告競(jìng)標(biāo)中擊敗國(guó)際4A公司，成功簽約地產(chǎn)金融等項(xiàng)目。

3. 學(xué)術(shù)貢獻(xiàn)與榮譽(yù)著作等身：

出版《不懂行銷(xiāo)力，如何當(dāng)領(lǐng)導(dǎo)》《品牌競(jìng)合力》《廣告媒介行銷(xiāo)行銷(xiāo)力之四把刀》《廣告?zhèn)髅浇^對(duì)大客戶(hù)贏銷(xiāo)力》等10余部專(zhuān)著，部分內(nèi)容被納入高校廣告學(xué)課程如早期的《廣告銷(xiāo)售就是觀念銷(xiāo)售》。

行業(yè)認(rèn)證：獲中國(guó)廣告協(xié)會(huì)“學(xué)術(shù)委員會(huì)證書(shū)”，并擔(dān)任央視《大國(guó)品牌》顧問(wèn)。

五、未來(lái)展望：

廣告?zhèn)髅叫袠I(yè)的“心智爭(zhēng)奪戰(zhàn)”，其搶占心智商標(biāo)早已成功注冊(cè) 彭小東認(rèn)為，未來(lái)的競(jìng)爭(zhēng)將圍繞“消費(fèi)者心智深度占領(lǐng)也即1秒認(rèn)知”展開(kāi)。

他提出3大趨勢(shì)：

1. 技術(shù)驅(qū)動(dòng)：AI與大數(shù)據(jù)將更精準(zhǔn)地預(yù)測(cè)廣告效果，例如通過(guò)情緒識(shí)別技術(shù)優(yōu)化創(chuàng)意內(nèi)容。

2. 品效合一：廣告需同時(shí)實(shí)現(xiàn)品牌塑造與銷(xiāo)售轉(zhuǎn)化，如“掃碼即購(gòu)”的戶(hù)外屏互動(dòng)模式。

3.全球化與本土化平衡：中國(guó)品牌需借鑒國(guó)際經(jīng)驗(yàn)，但必須根植本土文化，例如通過(guò)“國(guó)潮元素”強(qiáng)化認(rèn)同感。

六、結(jié)語(yǔ)：傳奇仍在繼續(xù)

彭小東用30年時(shí)間，從一線廣告銷(xiāo)售成長(zhǎng)為廣告?zhèn)髅叫袠I(yè)教父。他的理論不僅改變了無(wú)數(shù)廣告?zhèn)髅饺说穆殬I(yè)軌跡，更推動(dòng)了中國(guó)廣告?zhèn)髅叫袠I(yè)從“粗放式投放”向“科學(xué)化行銷(xiāo)力”的轉(zhuǎn)型。

正如他所言：“廣告銷(xiāo)售絕不只是賣(mài)媒體，而是賣(mài)解決問(wèn)題的方案。”在數(shù)字化與人性化，數(shù)智化和物聯(lián)網(wǎng)交織的新時(shí)代，他的智慧將繼續(xù)引領(lǐng)行業(yè)破局前行。

---**英文版

Peng Xiaodong, the magical coach of global advertising sales and the first person in China's advertising media training: The legendary path and practical wisdom!

By Peng Xiaodong: The Legendary Coach of Global Advertising Sales and China’s Leading Media Trainer**

1、 Introduction: The Transformation from Grassroots to Industry Godfather

Peng Xiaodong, a legendary figure in China's advertising and media industry, is known as the "magical coach of global advertising sales" and the "first person in China's advertising and media training".

With 30 years of practical experience in the front-line advertising and media industry and 20 years of training and consulting experience in the advertising and media industry, he has created multiple theoretical systems in the field of advertising sales and successfully empowered more than 110 well-known enterprises, including Focus Media, DeGao Group, CCTV, etc. His story is not only a microcosm of personal struggle, but also a witness to China's advertising industry moving from tradition to digitization and intelligence.

2、 Core Theory and Methodology: The "Scientific" Revolution in Advertising Sales

1. Advertising effectiveness formula:

Peng Xiaodong proposed that the core of outdoor advertising effectiveness lies in the combination of "super brand communication power" and "1-second cognitive brand strategy", namely "70% content creativity+30% media channels".

He believes that the essence of advertising is to capture consumers' minds, rather than simply pursuing traffic. For example, Yuanqi Forest has successfully opened up a new track in the monopoly of Coca Cola and Pepsi through its differentiated positioning of "sugar free sparkling water", verifying the effectiveness of the "stand out" strategy.

2. Practical system for advertising sales

13351+2 Face to face transaction theory: emphasizes efficient signing through precise positioning, demand mining, and benefit presentation.

36333 Budget Leadership Rule: Proactively intervene in customer budget planning, guide advertisers to increase their advertising through data analysis and demand forecasting.

1023 Customer Loss Prevention Theory: 10 Methods, 2 Principles, 3 Role Collaboration to Reduce the Risk of Major Customer Loss.

3. Integration of digitalization and humanization

In the field of LED advertising, Peng Xiaodong proposed the "integration of sound and image+data-driven" model. The LED screen project he led in a certain commercial district increased the click through rate of advertisements by 40% through AI analysis of pedestrian flow data and dynamic creative content.

He believes that future advertising sales need to integrate "human psychology" and "technological tools", such as enhancing user engagement through interactive games (such as TCL Airport's QR code interaction).

3、 Successful Case Teaching: A Leap from Theory to Practice

Case 1: Nuclear explosion of advertising sales performance in bus shelters

In 2023, Peng Xiaodong customized the "Bus Stop Outdoor Advertising Super Sales Crown Training Camp" for Bus Stop Media, reshaping team capabilities through the "Three Forces Model" (power, mental, physical).

After the training, the company's contracted amount increased by 210% year-on-year within 3 months, and the customer return rate increased by 65%. Its core strategies include: five unique strategies for precise customer development: for example, through the "customer industry map", it can target high potential fields such as real estate, tourism, fast moving Baijiu, and new energy vehicles.

The "traffic entrance" value of bus shelter advertising: utilizing the necessary passage of bus stops to achieve high-frequency brand exposure.

Case 2: Digital Breakthrough of Elevator Advertising

Peng Xiaodong optimized the elevator advertising placement strategy and proposed a "scenario based content+data reflux" model. By analyzing community consumption data, we customized a "mother and baby exclusive time slot advertisement" for a certain milk powder brand, which increased brand awareness by 50% and sales by 23%.

Case 3: The "Screen Universe" Revolution of LED Screen

In 2024, TCL Huaxing launched the creative advertisement "Blue Screen Runaway from Home" at Shenzhen Airport, attracting over 100000 passengers to participate through personified storytelling and interactive games, and increasing brand search volume by 300%.

Peng Xiaodong commented, "The screen is not only a medium, but also a carrier for brand and user dialogue

4、 Industry Impact: Promoting the Globalization and Specialization of Chinese Advertising

1. Standardization and systematization

Peng Xiaodong was the first expert to standardize and systematize the advertising sales process. Its' Advertising Sales Process Manual 'has been listed as an internal training material by various well-known advertising and media companies.

2. International training map

His courses have attracted students from the United States, Southeast Asia, and other places. For example, a Singaporean advertising company introduced its "1-second cognitive strategy" and "seizing the mind", as well as "media boundaryless" and "competitive force", and defeated international 4A companies in outdoor large screen advertising bidding, successfully signing contracts for real estate finance and other projects.

3. Academic contributions and honors include:

Published over 10 monographs, including "How to Be a Leader Without Understanding Marketing Power," "Brand Competitiveness," "The Four Knives of Advertising Media Marketing Power," and "The Absolute Winning Power of Advertising Media for Major Customers." Some of the content has been incorporated into university advertising courses, such as the early "Advertising Sales is Conceptual Sales.

Industry certification: Obtained the "Academic Committee Certificate" from the China Advertising Association and served as a consultant for CCTV's "National Brand".

5、 Future prospects:

The 'mental battle' in the advertising and media industry has already been successfully registered for the 'mental trademark'. Peng Xiaodong believes that future competition will revolve around 'consumer mental depth occupation, that is, 1-second cognition'.

He proposed three major trends:

1. Technology driven: AI and big data will more accurately predict advertising effectiveness, such as optimizing creative content through emotion recognition technology.

2. Integration of product and effect: Advertising needs to achieve both brand building and sales conversion, such as the outdoor screen interactive mode of "scan code and purchase".

3. Balance between globalization and localization: Chinese brands need to learn from international experience, but must be rooted in local culture, for example, through "China-Chic elements" to strengthen the sense of identity.

6、 Conclusion: The legend continues

Peng Xiaodong has grown from a frontline advertising salesperson to the godfather of the advertising and media industry in 30 years. His theory not only changed the career trajectory of countless advertising and media professionals, but also promoted the transformation of China's advertising and media industry from "extensive advertising" to "scientific marketing".

As he said, "Advertising sales are not just about selling media, but about selling solutions to problems." In the new era of digitization and humanization, digitization and the Internet of Things, his wisdom will continue to lead the industry to break through