58 innovative plans for marketing

Chapter 18 Promotion Planning (2)
3. The planning should be comprehensive and the operation should be rigorous.In the planning of public relations activities, the most important thing to pay attention to is "comprehension".This is because PR campaigns give us only one chance to succeed or fail.Public relations activities are not film or TV, and they cannot be repeated. Every time it is a live broadcast, once a mistake is made, it cannot be made up for, and it must not be taken lightly.

Scene reconstruction
1. Scenarios
The Hong Kong Government Tourism Association has made a tourism promotional film titled "Behind the Mysterious Curtain", which reflects Hong Kong's tourism resources and cultural characteristics.The message that western audiences get from the film is: Hong Kong is a city full of oriental mystery, you have to appreciate the cultural characteristics of the orient, you don’t have to go to mainland China, nor do you have to go to Thailand or South Korea, you can see it all in Hong Kong .The message that audiences in the East get from the film is: Hong Kong is a modern international metropolis full of vigor, and you don’t need to go to Paris or New York to appreciate the elegance of a modern international metropolis, just go to Hong Kong.A film has successfully promoted Hong Kong's tourism image to tourists with different cultural backgrounds from the East and the West.The Hong Kong government donated this film to TV stations of various countries to play in the travel column; every summer, the Hong Kong government donates the video tape to overseas students, asking them to bring the video tape to the country where they study.According to statistics from the Hong Kong Tourism Association, if you invest one Hong Kong dollar in tourism promotion, you can earn a comprehensive tourism income of 200 Hong Kong dollars.Using film and television to spread and influence public opinion, the public relations planning of Hong Kong's tourism industry has been very successful.

Question: What is the key to the success of this plan?
2. Role simulation
Assuming that you are the owner of a green food company, how do you use the current news hot spots of energy conservation and environmental protection to carry out public relations planning?

3. Thinking Enlightenment
How is traditional promotion and PR marketing different?

4. Physical training games
Props: some paper, some pens.

Number of participants: 6 people.

Method: 6 people were divided into two groups, 3 people in each group.Set up a specific scene, and the two groups conduct public relations planning on a specified product.

Rules: Time is 60 minutes.Which group's public relations planning plan is done quickly and well within the specified time, which group will win.

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

5. Improve plan
Reference answer

1. Situational case: focus on disseminating a selling point.

2. Role simulation solution ideas: focus on environmental protection hotspots.

3. Thinking enlightenment and answer ideas: traditional sales promotion, selling products, technologies, and labor services. The purpose of promotion is to make business; public relations marketing is not only to sell products, but also to promote the company's brand and establish a good image of the company, even if the business fails. , It is also necessary to establish relationships and establish a corporate image.If the product is sold but the relationship is destroyed, it is a failed sale.Therefore, public relations marketing is not only aimed at customers, but also at the general public.Functionally, public relations do not have a direct promotion function, but an indirect promotion function.If marketing is like whipping a horse on its back to make the horse run faster, public relations is to clear the sand and gravel obstacles on the runway, pave the potholes on the runway, and create a faster and better experience for the horse. conditions and environment.In terms of effect, public relations focus more on long-term effects and influences.

Classic look back
Yue-Sai Cosmetics Company was founded by Ms. Jin Yu-Sai in 1992, and it has been 2002 years since the fall of 10.In order to celebrate the victory of ten years of hard work, Yu Sai specially presented cosmetics that "bloom your autumn beauty", and launched a well-crafted promotion plan.As long as consumers purchase any Yue-Sai products over 2002 yuan from September 9 to October 28, 10, they will receive a "Yue-Sai 27th Anniversary Celebration Commemorative Stamp and a Set of First Day Cover"; purchase any Yue-Sai products over 100 yuan, Then you will receive a "natural milk moisturizing trial set of four and a fashionable handbag".Although the gifts will definitely ensure that everyone has a share, the company has not forgotten to put the sentence "the number of gifts is limited, while supplies last".

It is not difficult to see that this promotion plan of Yue Sai Company mainly focuses on products with a price of about 100 yuan. The timely launch of "commemorative stamps and first day covers" has very unique commemorative significance and collection significance. There are incomparable competitive advantages.As for products worth more than 580 yuan, compared with the "seasonal consumption" and "October Golden Week consumption" of cosmetics that have just arrived, major brands will inevitably use their housekeeping skills to attract attention, as "designed for Asian women" When Yue Sai competes with high-end brands such as SK-II, Shiseido and L'Oreal, the chances are not much.With unique and novel gifts, it may be another situation to focus on mid-to-low-end products against Oupre, Little Nurse, and Avon.

In order to build momentum, Yu-Sai Company invited celebrities to watch the Yue-Sai 10th Anniversary Retrospective Exhibition. On the same day, at the commemorative cover and first-day cover signing ceremony held in Shanghai, Ms. Jin Yu-Sai and Coty CEO Ben Peters were specially arranged. Sign souvenir envelopes for people to remember.Through the interaction of "products and gifts" plus "celebrity effect", the whole promotional activity has aroused great attention from people. All major markets across the country are grandly promoting Yu-Sai's stamp gifts to attract customers, including "China Beauty and Fashion News", etc. Many media did not hesitate to follow up and report on the whole page, and the moment was unprecedentedly grand.In this SP promotional activity, consumers get unexpected gains, Yue Sai wins popularity and sales, the media has news selling points, and the win-win pattern of three parties makes this promotional activity more than the usual "buy and giveaway" Lots of unusual places.

It can be seen from the case that Yue Sai Company has comprehensively used SP means, so it is not surprising that it can obtain good business debt.

Skillful touch
Sales Promotion (SP for short) is a sharp sword in the process of market competition.The role of sales promotion is to exert a thrust on the product, so that the product can enter the market faster and expand the market.In the market, not every company advertises, but every company without exception carries out sales promotion.From the comparison of advertising and sales promotion of all enterprises in the world, the growth rate of sales promotion expenses is at least three percentage points higher than the growth rate of advertising expenses.

Sales promotion has rich connotations: sales promotion is a tactical marketing tool for short-term incentives for customer purchases; sales promotion is a profit-driven purchase and sales behavior that pursues results; sales promotion is effective for impulsive purchases in order to expand The method used for sales is not to increase product popularity, but to let customers accept the product, not to build a brand; promotion is a ballet dancing on the price lever, although it is in various forms, it is inseparable from price benefits; the highest promotion The goal is to make itself the number one reason to buy, and the basic goal is to be at least one motivator of purchase.

thinking innovation
The effect of sales promotion on the market is obvious: ① Use sales promotion means to provide short-term incentives to consumers or dealers.Mobilize people's buying enthusiasm within a period of time, cultivate customers' interest and usage hobbies, make customers understand products as soon as possible, thereby shortening the process of products entering the market. ② Encourage consumers to purchase for the first time to achieve the purpose of use.Consumers are generally resistant to new products.Because the initial consumption cost of using a new product is twice that of using an old product, consumers are unwilling to take risks to try new products.However, sales promotion can allow consumers to reduce this risk awareness, reduce the cost of initial consumption, and accept new products. ③ Encourage users to buy again and establish consumption habits.After consumers have tried the product, if they are basically satisfied, they may have the willingness to use it repeatedly.But this willingness to consume must be weak and unreliable in the initial stage.Sales promotion can help him realize this desire.If there is a continuous sales promotion plan, the consumer base can be basically fixed. ④ Improve sales performance.There is no doubt that sales promotion is a kind of competition, which can change some consumers' usage habits and brand loyalty.Driven by profit, both dealers and consumers may purchase and purchase in large quantities. ⑤ Aggression and anti-aggression competition.Whether it is an enterprise launching a market aggression, or a market first entrant launching an anti-aggression, sales promotion is an effective means of application.Market aggressors can use sales promotion to strengthen market penetration and accelerate market possession.Anti-aggressors in the market can also use sales promotion tit-for-tat to achieve the purpose of blocking competitors.

Practical points
Sales promotion is very good, but it must not be misunderstood when using it.

Misunderstanding [-], a good idea is equal to half the success.Creativity is something that many advertisers and planners are extremely obsessed with.But in fact, when SPs with good ideas are placed in a cruel market, the results are often surprising.A good SP idea must first match the consumer psychology. After all, being an SP is not a show. If you can’t make consumers pay for it, no matter how good the idea is, it is doomed to fail.

Misunderstanding [-], it is better to play tricks than to use old tricks to do SP.When planning SP, some people are often ashamed to use old tricks, and seem to think that using some old tricks and simple tricks is a matter of disappointment to customers and loss of reputation.Since he took the client's planning fee, of course he had to give the client a valuable plan, even if it was a trick that had been changed, it was enough to support the appearance.Regarding SP, the form consumers like most will directly determine their enthusiasm for participation, whether it is an old trick or a new trick, consumers have the final say.Respecting the market is not just empty talk. If you are not sure, you should use research to speak.

Misunderstanding [-]: To be a SP, it is better to be big than small, and it is better to be indiscriminate than short.This kind of misunderstanding mostly exists in the concept of business owners.But in many cases, many planners began to lose their principles because they took the company's planning fees.Regarding the size of SP, it is dialectical in itself.For some seemingly large-scale and influential SPs, the design of activities is not conducive to direct participation of consumers.Therefore, on the contrary, it reduces its own effect, and is far less effective than some forms of small fights.

In addition, although SP is a marketing tool, it is a double-edged sword.If it is used well, it may be a good weapon to destroy the enemy and seize the market. If it is not used well, it may become an accomplice who swings a knife to self-mutilate. Therefore, you must think twice and be cautious when using SP.Business owners insisting on SP rather than lack may be eager for good, and blindly regard SP as a special medicine for the market, but how can planners sit idly by and find a way to reverse this misconception of business owners. SP is only 4P in the 1P theory of marketing. In addition, there are other 3Ps that are far more important than SP, which require companies and planners to do it with heart.

Scene reconstruction
1. Scenarios
Mentholatum marketed itself as a humble lip balm, and its "Fruit" line was designed especially for young people.In order to strengthen the market performance and let the brand image of Mentholatum occupy its due place in the minds of young people, Mentholatum launched a sales promotion activity for the selection contest of "Sweet Fruit Ice Advertising Star".

The event was announced, as long as young friends who feel that they have star appearance, photogenic potential, vitality or distinctive personality can participate.The competition is divided into 3 groups according to age. The "Lively and Lovely Star" will be selected from the children aged 7-12, and the prize will be a game console worth 2000 yuan; "Star" will reward a camera worth 13 yuan; "Fashion Star" will be selected from young friends aged 18 to 3000, and a camera worth 19 yuan will be rewarded; Mentholatum gift pack.The condition for participating is to provide a close-up color photo and send it to the designated place together with the wrapping paper of Mentholatum lip balm.

The entire sales promotion activity is very clear from the goal to the point of appeal, making use of modern young people's psychology of "chasing stars", fanatical and eager for performance, to win over the main consumer group of lip balm.The operation method is simple, and it is easy to get the recognition of consumers, and the competition method is relatively easy to become the focus of people in a short period of time. Word-of-mouth communication can quickly increase the popularity of Mentholatum.Modern young people who are deeply influenced by Hong Kong and Taiwan film and television dramas will naturally imitate the stars, and the cosmetics used by the stars also have extraordinary charm.The competition provides a stage for people to show off. By purchasing a small lip balm, you can get a star experience. Its market appeal far exceeds the value of a small lip balm itself.

In addition, the ranking of the awards and the setting of prizes are also quite distinctive, effectively catering to the psychological needs of consumers of different ages.As of today, Mentholatum has firmly established the position of "the first brand of lip balm" in the minds of young consumers, with an annual sales volume of more than 400 million.Among them, its unique sales promotion activities similar to "Shiguobing Advertising Star" are indispensable.

Question: What is the biggest highlight of Mentholatum's "Fruity Ice Advertising Star" series of SP activities?
2. Role simulation
If you are the marketing director of a hypermarket, what sales promotion plans do you have in the hot days when the Mid-Autumn Festival and the National Day are approaching?
3. Thinking Enlightenment
In addition to the content of this section, what other functions do you think sales promotion has?
4. Physical training games
Props: some paper, some pens.

Number of participants: 12 people.

Method: 12 people were divided into two groups, 6 people in each group.Set up a specific scene, and the two groups write down the SP planning plan for a certain designated product.

Rules: within the specified time, which group has completed the SP planning plan is perfect and feasible, and which group wins.The time is 60 minutes.

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

5. Improve plan
Reference answer

1. Situational case: clear appeal points, simple operation methods, awards and prizes setting, etc. are the biggest highlights of Mentholatum's "Fruity Ice Advertising Star" series of SP activities.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment answer ideas: the first goal of sales promotion is to complete the sales of the products promoted by sales.However, in the process of promoting the sales of product A, it can drive the sales of related product B.For example, the sales promotion of tea can promote the sales of tea sets.When more coffee pots are sold, coffee sales increase.In Shanghai in the 20s, American oil companies gave away free kerosene lamps to consumers, resulting in a huge increase in sales of kerosene.Sales promotions can be the icing on the cake for a product during festive or corporate celebrations.Whenever a regular festival comes, or when the company has a major celebration (and when it goes public), sales promotion can express the company's desire to reward and celebrate with consumers.

Classic look back
A company produced combs, and the company asked three people who came to apply for a test question, who could sell the comb to the monk.Half a month later, all three of them came back, and the results are as follows.

After working hard, A finally sold a comb.After traveling to countless monasteries and selling to countless monks, A met a young monk who happened to have an itchy head, so he persuaded him to sell the comb as a scratching tool.

B sold ten combs.B also went to many monasteries, but did not sell them.When I was in despair, I suddenly found that among the believers burning incense, there was a female customer whose hair was a little disheveled.Therefore, B told the abbots of the temple that this was a kind of disrespect to the Bodhisattva, and finally persuaded the abbots of the two temples to buy five combs each.

C sells 1500 combs.After visiting a few monasteries, B found it difficult to sell without selling one, so he analyzed how to sell it.Considering that the monastery preaches and preaches scriptures on the one hand, but also needs to increase economic benefits on the other hand, some believers who come to burn incense have traveled thousands of miles, and they should have a desire to bring something back.Therefore, Bing discussed with the abbot of the monastery and engraved various characters on the combs, such as pious combs, fortune combs... and divided them into different grades, and distributed them after the pilgrims asked for a lottery.As a result, monasteries responded very well after application, and more and more monasteries requested to purchase such combs.

So, what do you see from this story?I believe everyone has a different opinion.Because the story itself makes everyone think, because this story is not just to make everyone laugh, but to examine everyone's attitude and way of facing difficulties.

Skillful touch
Personal selling is the oral speech or persuasion made by talking with one or more potential consumers through personal contact in a mutual communication environment to achieve the purpose of promoting goods or services.Personal selling is the most effective way of promotion in certain stages of the buying process, especially in the stages of promoting consumers' preferences, buying motivation and confidence and action.In terms of personnel sales, enterprises can also use the following methods: sales of goods or service introductions; telemarketing; salesman demonstrations; trade fairs, exhibitions, etc.

Compared with advertising and other promotional means, personal selling has three distinctive features:
One is personal contact.Personal selling involves an active, direct and interactive relationship between two or more people.Everyone can observe each other's needs and characteristics closely and make adjustments immediately. If someone finds that someone dislikes a certain commodity or service, they can adjust the promoted commodity or service in time.

The second is to cultivate relationships.Personal selling can lead to a wide variety of relationships, from promoting goods or services to personal friendships, resulting in long-term solidified relationships with consumers for effective sales.

(End of this chapter)