1. Promotion purpose: What is the current market situation? What is the purpose of this activity? Are we dealing with the backlog of work? Is it to increase sales? Is it to crack down on competitors or reduce the pressure from competitors? Is it because the company has new products on the market? Or to further enhance brand awareness? With a clear purpose, we can make the activity more compact and have the expected effect.
Second, determine the promotion target: the target customer group of this promotion, are we targeting the owners of the target market or specific people? What scope or area is the activity controlled in? Who are the main customers of the promotion? Who are the secondary customers of the promotion? These choices will directly affect the effect of our final activities and affect our final sales volume.
Third, promotion methods: In this part, we mainly solve two problems:
1, determine the activity method
2. Packaging activities
Price reduction? Discount? Gift certificate? A gift? Lucky draw? Demonstration and promotion? Service promotion? Consumer credit? Or some other promotional tool? What kind of promotion method should be chosen should comprehensively consider the purpose of promotion activities, the competitive situation and internal environment in the industry, the promotion budget and how to allocate various resources.
After determining the method, we should be as artistic as possible, downplay the commercialization of promotion, and make the activities closer to consumers and more touching them. For example, some commercial performances, through some charitable actions to achieve our propaganda purposes.
Personally, I think this part is the core part of the whole promotion planning scheme, and it is necessary to be new, accurate and ruthless, so that the activity is infectious and shocking.
Fourth, determine the way of activities: this part is mainly to study and determine the specific way of activities. At this time, we should consider all kinds of social relations and all aspects.
1. Identify partners: use the government as the strength backing, or join hands with some well-known media to create momentum. Does the manufacturer do it alone or jointly with the following agents and distributors? Or is it jointly promoted with other manufacturers in the industry? Cooperation with the government or the media will help to build momentum; Combining with distributors or other manufacturers can integrate more resources and reduce costs and risks.
2. Determine the degree of stimulation: To make the promotion successful, we must make the activity stimulating and stimulate consumers' desire to buy. The greater the stimulus, the greater the reaction to promote sales. Therefore, it is necessary to make a summary analysis and summary according to the promotion practice, and determine the appropriate stimulation degree and corresponding cost input in combination with the current objective market environment.
5. Time and place of activities: A good choice of time and place of promotional activities will increase the effect, and a bad choice will be thankless. Try to let more consumers freely participate in the choice of time, the location should be convenient for consumers to reach or conspicuous, and communicate with some relevant government departments in advance, such as security, urban management, industry and commerce and other departments. Not only is the time and place of promotion important, but also how long it will last is the best. If the duration is too short, many consumers will not be able to buy or repeat purchases during this period, and many benefits that should have been obtained will not be realized, and the promotion effect has not been fully warmed up. If it lasts too long, it will lead to high cost, reduce the value in the eyes of customers and reduce the brand. Therefore, the planning scheme "promotion scheme" ().
Sixth, the way of advertising cooperation: To make a successful promotion, we need all-round advertising cooperation. What kind of advertising creativity and expression do you choose? What kind of media hype do you choose to cooperate with that media organization? These all mean different audience arrival rates and cost inputs.
Seven. Pre-preparation for promotional activities: Pre-preparation is divided into three parts.
1, personnel arrangement
2, material preparation
3. Test the promotion plan.
In personnel arrangement, we should try our best to "everyone has something to do, and everyone is in charge of everything", leaving no blank spots and wasting human resources. Who is responsible for communication with the government and the media? Who will be responsible for copywriting planning and writing? Who will be responsible for site management and coordination in all aspects? Who is responsible for distributing related gifts? Who is responsible for customer satisfaction survey and problem complaint? All aspects should be considered clearly, and don't get cold feet and get into trouble.
In terms of material preparation, a list should be made from vehicle layout to screws, and then counted one by one to ensure foolproof, otherwise it will inevitably lead to a lively scene.
More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. You can ask consumers, fill out questionnaires and other methods in the promotion activities.
Promotion activities: mainly field activities discipline and field control.
Discipline is the guarantee of combat effectiveness. Only by observing discipline can we ensure the perfect implementation of the plan. In the plan, all disciplines of all participants should be clearly and meticulously stipulated.
On-site control is mainly to arrange all links clearly, so as to be busy without chaos and clear-cut.
At the same time, in the process of implementing the plan, it is necessary to adjust the promotion personnel, promotion scope, intensity and focus in time to ensure the controllability of the promotion plan.
Nine. Late continuation
The late continuation is mainly a matter of media propaganda, and the event will be followed up in some media in some way.
X. expense budget: the whole promotion is for profit. It is necessary to estimate how much profit or return the whole activity can bring, and how much we can invest at most. It is not enough to have a good plan for a good promotion, at least we should be able to bear its cost.
XI。 Accident prevention: No matter how well planned and carefully considered, some accidents will still happen. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather have made it impossible to continue outdoor promotion activities. At this time, it is necessary to make the necessary human, material and financial preparations to deal with all possible accidents.
12. effect prediction: predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the success or failure from the aspects of stimulation degree, promotion opportunity and promotion media.
Here are some plans for promotion activities.
1. In order to expand the popularity of enterprise products, it is really good for a merchant to adopt the method of "buying gifts", because it can not only let a large number of products flow into the market and let more people contact products, but also deal with inventory and overstocked goods, and also save the cost of separate development and purchase of gifts. But at this time, we should pay attention to it. The donated goods must be attractive to customers, so that customers have a sense of identity and value, at least not at low prices, otherwise it will inevitably affect the image of our company and even be dissatisfied with our products.
In order to promote its products, a company plans to cooperate with some art groups and perform some popular programs in outdoor activities. This method can attract the attention of past customers and make them stay, thus attracting popularity. However, due to the layout of the venue, the products and companies to be promoted were not highlighted. Although many people stopped to watch the excitement and look good, the actual sales volume was not much, not to mention losing money or even losing money.
3. In order to promote a batch of newly listed jewels, a company finally decided to promote them by auction. Bidding is an effective way for customers to actively participate, set off tension and stimulate the atmosphere. The product introduction before bidding is also an excellent opportunity to publicize brand information and product functions. However, due to the limited level of bidders invited, the atmosphere at the scene did not achieve the expected effect, and many competing products were sold at extremely low prices, causing great losses.
To give a few simple examples is to let everyone know that the promotion plan must be detailed and diversified. Generally speaking, when planning the scheme in the early stage, we should clarify several issues:
1. What kind of market environment are we in?
2. What are the characteristics of this market and our customers, competitive structure and competitors?
3. What have some big brands done recently and what have their competitors done?
4. What kind of customer groups are our promotional activities aimed at? What do we want for this promotion?
5. How much money, materials and personnel will we invest? How can these resources be effectively combined and what social relationships can be used?
6. What difficulties may we encounter in the promotion activities? What can be overcome and what can't? What do you need to do?
Found the above questions and found the answer. Our promotion activities will not be too scattered and lack direction.