58 innovative plans for marketing

Chapter 17 Promotion Planning (1)
Product promotion is getting more and more attention from enterprises.Modern marketing not only requires companies to develop excellent products, set attractive prices for them, and make them easy for consumers to buy, but more importantly, must communicate with existing and potential consumers.Promotion is often the driving force of direct marketing such as terminal promotion and database marketing.In the domestic market, promotion is an important strategy in line with local strategies and domestic market conditions.In marketing, enterprises should raise promotion to a strategic height.People often compare promotion to "the finishing touch of commodity sales", which shows the importance of promotion to marketing work.

There are various forms of promotion, but all of them imply the basic principles of promotion: the psychological principle, that is, the promotion should follow the psychology of catching consumers’ novelty and seeking novelty, and attract consumers in a novel and surprising way; Fully highlight the characteristics of the product and convey the relevant information of the product itself; the principle of benefit orientation, consumers buy a certain product in the hope of obtaining some kind of benefit from it, whether it is short-term or long-term, tangible or intangible, the benefit is theirs The only criterion for judging trade-offs.Therefore, promotions should show the benefits that customers can obtain, which is the planning orientation of promotional activities.

Classic look back
MOTO-860 is a stylish 2006G mobile phone specially designed for young people launched by Motorola in the spring of 3. It is a stylish mobile phone with color and appearance, especially it has "0.01 radiation" technology which greatly reduces the It prevents the damage to the human brain and is very environmentally friendly.

In terms of advertising planning, Motorola seized the above two characteristics, and advertised this mobile phone with a fashionable and environmentally friendly slogan, and let the young people of today further realize the consequences of the serious loss of the earth's precious resources and protect the earth. Resources are everyone's obligation and responsibility. In this era when people are pursuing fashion and luxury, we also don't forget to protect and save the only green resources on the earth.

In terms of advertising creative design, the main focus is on TV advertising, which is visually touching and quickly establishes a new concept of "fashionable and environmentally friendly".After the brand is established, it is supplemented by print advertisements such as newspapers, magazines, outdoor advertisements, body advertisements and stores to expand its popularity and reputation.After the advertising, it needs the support of marketing and public relations creative activities to further promote this brand concept.At present, the Chinese people are immersed in the joy of hosting the 2008 Olympic Games, and Beijing puts forward the slogan of Green Olympics, which further deepens the brand concept of products and can achieve unexpected results.

In the design of TV advertisements, a series of "green fashion" theme advertisements are used for advertising, striving to express all aspects of "green fashion".The whole design focuses on the young and fashionable life, and uses some computer technology to create what the earth will look like if it lacks resources, so as to improve young people's emphasis on environmental protection.

MOTO-860 also has the MP3 function that young people love most nowadays, and can support multiple music formats. Advertising is carried out based on the above characteristics. popular.

This case shows that if a product wants to enter the market and let consumers know about a certain product and then prefer a certain product, the best way is to advertise, and make advertisements that consumers like.Corporate advertising is one of the media for enterprises to establish their image, and it is also the carrier for the public to understand and recognize enterprises and their products.Good advertising planning and effective release can reflect the corporate image, highlight corporate advantages, expand product sales, and bring rapid and lasting market effects to the company.With the intensification of market competition, advertising has increasingly become an indispensable market weapon in business management.

Skillful touch
Advertising planning is the process of formulating systematic advertising strategies, creative performance and implementation plans around the realization of market goals on the basis of advertising research.

Advertising planning can be divided into macro and micro.Macro-advertising planning, also known as overall advertising planning, is a systematic prediction and decision-making of a series of advertising activities under the same advertising target, including market research, advertising target determination, advertising positioning, strategy and tactics formulation, and budget. Overall planning for all operational links, including effect evaluation.Micro-advertising planning, also known as single-item advertising planning, is the planning of one or several advertising operations independently.Whether it is an overall or single-phase advertising plan, its purpose is to provide "added value" to the product in a creative way, increase the chances of the company in the competition, make the product enhance the brand image, and trigger brand transfer and brand loyalty.

thinking innovation
Advertising planning has the following distinct characteristics:
1. Targeted.When carrying out advertising planning, the purpose of advertising activities should be clearly defined. It is the key to creating famous brand enterprises, pursuing social benefits, and ensuring the smooth progress of advertising planning. It is also the basic basis for formulating advertising effects.

2. Systematic.That is, the operational planning of the entire advertising campaign.From a horizontal perspective, it is manifested in weighing all aspects and links of the planning object.By weighing, you can objectively estimate your own environment.From a vertical perspective, the systematicness of advertising planning is reflected in the unity of all aspects of advertising activities.

3. Variability.It refers to the variability of advertising tactics planning.Although advertising strategy planning must have relative stability in order to ensure the correct direction of advertising activities and the clarity of goals within the planning period, advertising tactics must have very strong adaptability, flexibility and flexibility.

4. Be creative.This is a creative thinking activity that runs through the whole process of advertising planning to establish and express the theme of advertising.Faced with a large amount of advertising information in the mass media, consumers have become slow and tired of responding to advertisements, and not many consumers are really interested in advertisements.Creative advertising planning is the ability to take full advantage of product benefits and promises to consumer expectations and present them in an effective and memorable manner.

5. Feasibility.It refers to whether the scheme of advertising planning is feasible in reality.A plan that is not feasible, no matter how innovative it is, is of no practical value.Advertising planning must follow the unity of economic benefits and social benefits.

Practical points
Successful advertising planning is generally divided into three stages.

The first is the investigation and analysis stage.The generation of advertising planning plan is mainly aimed at a certain problem or a specific goal in corporate marketing.Therefore, the most important process of planning is to set clear and precise goals.In order to achieve the established goal, this stage must first analyze the planning environment, mainly to carry out market research, consumer research and product research, and analyze the information obtained from the research, in order to formulate advertising strategies and advertising strategies in a targeted manner. And make advertising planning based on science and reliability.

Then comes the planning phase.This is where the creative mind of the planner comes in, the stage where ideas are generated.It mainly includes: establishing the overall advertising strategy, that is, the general direction of planning; establishing advertising goals, which is the core link of advertising strategy implementation; determining the specific strategies in advertising to realize the realistic feasibility of planning; and finally forming an advertising plan.

The last stage is the execution plan.This is the specific organization and implementation of advertising planning activities.According to the planning plan, start the design and production of the advertisement, and use the advertisement on the media release to cooperate with other promotional activities.After the implementation, pay attention to collecting feedback on the evaluation of the advertising effect and the marketing situation, so as to sum up the experience in time.

Scene reconstruction
1. Scenarios
In 1990, the American Mars Corporation invested millions of dollars to sponsor the Asian Games held in Beijing.Yellow parasols with M&M logo can be seen everywhere in the streets and alleys of the capital. M&M has left a deep impression on people.As for the advertising slogan of M&M chocolate - "only dissolves in the mouth, not in the hands", it is still in the hearts of many Chinese people.It is concise and catchy, telling the distinctive features of the product in one sentence.Mars products have successfully entered the Chinese market.

Question: Why can the products of Mars in the United States enter the Chinese market smoothly?

2. Role simulation
Suppose you are the CEO of a brand wine company. Because the brand has been deeply rooted in the hearts of the people, the company has reduced the intensity of advertising planning and publicity, and is threatened by the rising brand. In this situation, how should you carry out advertising planning and publicity? To win hearts and minds again?
3. Thinking Enlightenment
What role does advertising language play in advertising planning?
4. Practical training games
Props: some paper, some pens.

Number of participants: more than 16 people.

Method: 16 people were divided into 4 groups, 4 people in each group.Set up a specific scene, and 4 groups conduct advertising planning for a certain designated product.

Rules: Time is 60 minutes.Within the specified time, which group has the most complete and feasible advertising plan, and which group wins.After the game, everyone discusses and chooses the most classic slogan.

Purpose: Through the game, cultivate the advertising planning ability of the game participants.

5. Improve plan
Reference answer

1. Scenario case: The products of Mars in the United States successfully entered the Chinese market through effective advertising.

2. Role simulation solution idea: Inject fresh elements into the advertisement.

3. Thinking enlightenment and answer ideas: In advertising planning, the planning of advertising language is unusual, which is the signboard of the product.In commercial competition, of course there must be excellent products, but in-depth advertising and publicity cooperation are also needed to open up product sales. Advertising language is one of its core carriers and plays a very important role in communicating with consumers. effect.Excellent slogans can deeply impress and attract consumers, and make consumers resonate emotionally, so that they can identify with it, accept it, and even actively spread it. The product has the advantage of occupying a place in the fierce market competition.

Classic look back
There is a street chemical factory in Guangzhou that produces a good-quality cockroach-killing pen. They have done a lot of promotional activities for this product, but the sales effect is not satisfactory.Because of the fierce competition of various insecticidal products on the market at that time, this product was very inconspicuous.Later, the factory used the method of making news to induce a news report in the "Yangcheng Evening News".

On this day, the factory sent two propagandists to the editorial office of the Yangcheng Evening News.They first put a cardboard box on the floor, claiming to be a live show for reporters and editors, and they took out a chalk tip, drew a white circle around the cardboard box, and then carefully opened the cardboard box With a flick, more than a dozen cockroaches crawled out of the cardboard box, and quickly crawled under the table and under the cabinet. This behavior angered the reporters and editors.But these two people explained the reason to them in a calm manner, and left twenty or thirty boxes of cockroach-killing pens with them.

The next day, the reporters and editors found that the cockroaches that had been hiding had crawled out and died.Everyone saw that the effect was good, so they used the cockroach-killing pens brought by the manufacturer. After using it, they all reported that the cockroach-killing effect was very good.The reporter wrote a piece of news titled "Death for You" because of his feelings. After the news appeared in the newspaper, thousands of orders flew to the manufacturer like snowflakes, opening up the sales market for the product.The factory did the same at the China Light Industry Products Exhibition held in Paris and Moscow, and soon opened up the international market.

This case tells us that the product may not be sold first, but you must first know me, understand me, like me, and you will think of me when you need it.

Skillful touch
Public relations planning refers to the overall strategy and tactical planning of public relations activities by public relations personnel through systematic analysis of the public and using the knowledge and means they have mastered. It includes three levels: overall public relations strategic planning, special public relations activity planning and specific public relations operation planning .PR planning consists of five elements, as follows:
1. Planner.The ability, level, sense of responsibility and dedication of public relations planners play a decisive role in the success or failure of public relations planning.Facing the same planning object and being in the same planning environment, the effects may be quite different due to the different planners.The public relations planner is a collective, which should be composed of public relations practitioners and public relations experts with their own characteristics and expertise.These public relations experts or practitioners with their own characteristics and specialties should not only have personal ability, level and psychological quality, but also have a proper division of labor and tacit cooperation, so that they can exert the effect of 1+1>2 public relations talent gathering.

2. Public relations planning objectives.The goal of public relations planning is the problem and purpose that public relations planners finally solve and achieve through planning activities.

3. Public relations planning object.The object of public relations policy is the target public.

4. Curate content.Planning content includes three levels.High-level: design conception of the overall macro-strategic planning; sub-level: public relations practice special event planning; superficial level: specific operational public relations activities.

5. Curate results.The planning result is the public relations planning plan, which is the public relations implementation rules and design plan carefully designed and formulated by the planner in order to achieve the planning goal on the basis of fully investigating and understanding the status quo and needs of the planning object.

thinking innovation
There are five common means of public relations planning in marketing activities:
1. Heart attack in six-inch space.Modern public relations marketing theory regards the establishment, maintenance and development of various market relationships as a key point of marketing.The market is very specific, that is, living consumers, so occupying the market is not occupying the counters of the mall, but occupying the brains of consumers, that is, occupying the six-inch space.The brand penetration and image penetration of public relations marketing is called the six-inch space attack.People's consumption behavior is dominated by consumption intentions, and consumption decisions determine consumption behavior. If you want to influence consumers' consumption behavior, you must first affect his consumption decisions and concepts.Therefore, occupying his six-inch space with your brand and image is the key to public relations.

2. Create news events.A commonly used method of public relations in marketing communication is the use of media relations. One of the more distinctive methods is to use some accidental events and sudden events to create news events and create sensational effects.However, the news events produced must be based on facts, not forged; they must conform to the laws of news dissemination, contain all elements of news, and have news value; it is not a press release, but an activity or an event.Only when a news event meets the above requirements can it attract the attention of the press or produce a sensational effect.It is often said that a reporter must have a sensitive news nose and be able to smell where there is news.Public relations personnel must have a news brain, and must be able to actively create news, or dig out valuable news, and display it through an event.In this regard, public relations personnel have a certain advantage over journalists.

3. Use film and television to influence public opinion.In the face of modern international communication competition, to measure an enterprise's international status, we should not only look at its economic and technological strength, but also its communication strength.

4. Use the celebrity effect.The use of celebrity effects is a common means of public planning.There are many cases in this regard, and the basic principle is to use the halo effect of celebrities.We should admit that the influence of celebrities on the public is better than that of general communication. With the help of celebrity effects, the influence of information can be strengthened.

5. Personalized interpersonal communication.Interpersonal communication requires great attention to personalized design. Whether it is a phone call, a letter, or a card, it must be designed in a very targeted manner. This design comes from your understanding of the target audience.Therefore, those who do public relations planning must establish public relations files and keep updating them. Once necessary, personal files can be retrieved and targeted design will receive very good results.

Practical points
When conducting public relations planning, companies should keep the following points in mind:

1. Concentrate on spreading a selling point.Public relations activities are a platform to display the corporate brand image, not general promotional activities. It is necessary to determine the selling point (theme) of the event, and use the selling point as the basis and main line of planning.A lot of money was spent on many public relations activities, and the customers didn't know what the activities were, and they didn't have a deep impression.Only by extracting a distinct selling point, creating the "eye" of public relations activities and disseminating them, can the relevant resources be integrated to achieve the purpose of the activity.The selling point here is the most exciting and expressive part in the design of public relations activities. It refers to a plot that has been forgotten for many years after an event, but it can still be remembered by people.The planning of public relations activities needs to create such a wonderful climax, and this climax link should be designed to be more unique, relevant, and easy to spread.Of course, focusing on disseminating a selling point does not mean disseminating only one piece of information, but combining the two factors of the event goal and the target public to highlight a selling point and improve the effectiveness of the event.

2. Without investigation, there is no right to speak.Many public relations companies in China do public relations activities. Due to the lack of public research awareness or limited public research level, low agency fees, and tight schedules, it is common to omit public surveys, which is an important part of their work.Think of a good idea and find a suitable day to engage in public relations activities. "Without investigation, there is no right to speak."Only by finding out one's own strengths and weaknesses, gaining insight into public psychology and needs, grasping competitors' market dynamics, and conducting comprehensive analysis and forecasting can one maximize one's strengths and avoid weaknesses, adjust one's own public relations strategy, and win the success of public relations activities.The practice of public relations shows that the feasibility of public relations activities, budget, public distribution, site traffic conditions, relevant policies and regulations, etc. should be investigated in detail.Then, make a comparison, form an analysis report, and finally make an objective decision.

(End of this chapter)