Brand promotion is the most potential marketing method in Market 3, which is widely adopted by many well-known enterprises and businesses. So how to plan
Brand promotion is the most potential marketing method in Market 3, which is widely adopted by many well-known enterprises and businesses. So how to plan the brand promotion plan? The following is my brand promotion plan, please refer to it.
Chapter 1: Brand promotion planning scheme
I. Market background
1. Industrial macro background
That is, based on the collection and analysis of background information such as policies and regulations and industry development trends of the entire industrial automation control industry and related industries. For example:
With the large-scale production facilities and the complexity of production management in power, petroleum, metallurgy and other industries, equipment and management systems need to be better coordinated to improve efficiency and reduce costs. These industries need professional automatic management and control systems.
The overall situation of power shortage in China will further expand the construction and production scale of the power industry, and the further optimized development of thermal power plants will provide a broad space for professional automation control enterprises to enter the industry.
National support and supporting policies for DCS and other automatic control systems.
......
2. Overall market environment
According to the overall strategy of our company, it is our core business to provide "thermal automation overall solution" and "management and control integration overall solution" for power plants. Then, based on the competition of domestic power industry and the core business of our company. What we want to collect and analyze is the meso-environment.
......
3. Micro-environment of regional market
In view of the company's recent strategy and planned regional target market, we have a deep understanding of the technical level, management level, target customer status and competition status of the power industry in various provinces and cities in the region. Is the micro-environment we want to collect and analyze.
......
Second, the regional market environment analysis based on the research report
According to the company's marketing strategy, further market research is carried out on the target regional market, mainly taking the following steps:
1.*** Relevant departments visited and learned about the macro-policy environment, technical level, system and management environment of the power industry.
2. Senior leaders of electric power enterprises visited and discussed.
3. Relevant technical personnel and general managers of electric power enterprises visit and discuss.
......
If possible, you can also use questionnaires.
Market environment analysis is of great significance for us to further understand the needs of customers and formulate targeted communication strategies. In this chapter, based on the complete market research report, we need to understand the needs and suggestions of target customers and related institutions in the regional market, and formulate target marketing strategies according to this information.
Third, the goal of promotion planning
For the target market, through systematic image packaging and publicity, accurately spread the brand image and technical service advantages of "* * * * * * *";
The first goal: overall brand promotion, so that the "* * *" brand is widely known to the public; The public scope is defined as: industry public, business people concerned about technical information, intellectual class, etc.
Mid-term goal: to promote the advantages/selling points, so that the technical and service advantages of "* * * *" can reach the deep cognition and attention of the target public;
The ultimate goal: peer-to-peer communication among experts, so that "* * * * technology and service advantages" can be recognized by the target public and lead to cooperative behaviors such as purchase.
Fourthly, corporate image design-building a comprehensive corporate identity system and introducing CIS.
CIS strategy has long been the basis of enterprise management, operation, publicity and promotion. Introducing CIS in an all-round way is to put a unique label on the enterprise and shape a unique personality.
1. enterprise mental identity MI
MI is usually regarded as the "spiritual belief" and "supreme constitution" of enterprises. In publicity and promotion, it is mainly used for the overall publicity of corporate image, telling the public "why does the enterprise exist" and "what is the business purpose of the enterprise"?
2. Corporate behavior identification BI
BI is usually regarded as the "code of conduct" of enterprises, similar to "laws under the Constitution". In publicity and promotion, some unique and innovative codes of conduct and employee behaviors often become the highlights of publicity, telling the public that "we can do things that other enterprises can't do" and "we can provide something special".
3. Corporate visual identity VI
VI is usually regarded as the foundation of all publicity and promotion work of enterprises, which is equivalent to people's "clothes" and "clothes". An enterprise without VI is equivalent to a person who can't wear clothes, and it is difficult to leave a deep first impression. The first impression is very important in promotion, so VI is the basis of all publicity and promotion work. Tell the public that "our enterprise is like this" or "this enterprise is us".
The three systems constitute a complete CIS, which is the premise for us to formulate the promotion plan, and ensure that the specific promotion work forms a unique brand of "* * * * * * * * *" in terms of documents, design and communication.
V. Ideas and concepts of planning and publicity
1. Communication concept of brand promotion
According to the actual situation of this project, the preliminary consideration should follow the following three principles:
Scientific, rational and professional
Namely: based on "scientific" data and analysis;
Prove the advantages of the enterprise through logical reasoning of "rationality";
Communicate with customers with the level and temperament of "professional" consultants.
The above three principles can be embodied in a theme advertisement and an overall image in the overall brand promotion. For example, "* * * * * *-Power Plant Automation Expert", an expert should basically combine the above three characteristics.
Of course, promoting the concept of communication is a brand promotion plan, which needs the wisdom of all aspects to discuss together.
2. Project Advantage Selling Point Design
From the perspective of planning and publicity, the selling point needs to be designed. Generally speaking, the principle of designing selling points is less but better. Starting from the reality of * * *, I should at least design the following selling points:
Technical advantages of1* * *
2 * * * Service advantages
3 Special value-added services
Selling point design must follow the principle of "this is what customers need most and what we have".
These selling points will be particularly important in the second stage of promotion and peer-to-peer communication, requiring conciseness and clarity, and pointing to the key points.
3. Brand promotion concept
Integrate all kinds of publicity methods and promote "selling points" with scientific, rational and professional ideas. Focus on pertinence, including group and regional pertinence. For example, in the stage of "overall brand promotion", we can focus on industrial enterprise clusters, airports, highways and other areas. In addition, different stages of brand promotion need different key publicity.
Six, regional market phased promotion plan
According to the company's overall marketing strategy, the marketing strategy should be closely coordinated with it. Assuming that the company's overall marketing strategy is "attacking regional markets one by one", the preliminary thinking of the marketing plan is as follows:
1. Regional market overall brand image promotion stage
Publicity and promotion content: promote the website of * * * * * * around the overall advantages and image of "* * * * *".
Publicity target: wider public, including: industry public, business people concerned about technical information, intellectual class, etc.
Publicity area: target area market
Media: Provincial and key municipal media mainly include news events, Internet, professional media, large outdoor billboards, television and radio.
Mode: give priority to news hype and give consideration to hard advertisements.
Outdoor brand image advertisement
Create hot spots through news events such as expert discussions, comments and technological innovations to attract media attention;
Supplemented by paid soft news. ......
2. Promotion stage of regional market "advantages/selling points"
Publicity and promotion content: focusing on the technical and service advantages of * * *, giving consideration to the publicity and communication of the overall advantages of the project.
Publicity target: industry public, scholars and relevant officials.
Publicity area: target area market
Media: the company's product manuals, service manuals, newsletters and other media.
Provincial or provincial mass media news hype, etc.
network media
Newspapers, media, TV stations and radio stations at the city and county levels in key areas
Trade professional journals
Outdoor media near highways and power plants
Mode: hard advertising, supplemented by news hype
Communicate directly with target groups through technical briefings, technical training/seminars and other activities.
......
3. Expert point-to-point communication
Promotion content: comprehensively introduce the technology, service advantages and value-added service advantages of * * *, provide guidance and consultation on cutting-edge technical information, and strive to facilitate the transaction.
Promotion target: target customers with preliminary intentions, including purchase decision makers, proposers and users of enterprise customers.
Media: the company can release all the information to the outside world, and strive to make the target customers fully understand all aspects of Yunke's advantages and corporate culture.
Bidding documents are also an important medium of communication. ......
Methods: Fully embody the three communication principles of "science, rationality and professionalism" and fully spread the overall advantages of * * * with the image of an expert;
Accurately judge the role division of enterprise user negotiation team, and be good at grasping the key points.
Seven, the advertising theme and news theme in each stage.
VIII. Media Plan
Nine. Promotion budget
Seize
1CI scheme
2. Advertising copy
3. Press release
4. * * * * * Seminar scheme of "Overall Solution of Thermal Automation" and "Overall Solution of Power Plant Management and Control Integration"
5. Regional market research report
6. Design and production of product description materials, after-sales service materials and information feedback materials.
7. Design of various print, film and TV advertisements.
8. Detailed cases of market promotion and implementation of division of low valley areas
9. Website management and maintenance scheme
10. Enterprise information dissemination and customer maintenance scheme Establish a set of media to improve communication with new and old customers, such as: * * * newsletter, customer factory celebration gifts, regular customer friendship, new product/technology release, free customer automatic information training, regular customer return visit system, etc.
Chapter 2: Brand promotion planning scheme
Planning background:
With the help of the special moment of Christmas Eve and the playground with a large flow of people, we will integrate the favorable factors of time, place and people to promote products and brands for a well-known high-end cake brand.
Product positioning: low-key luxury
Promotion purpose:
Strengthen the communication between brands and customers; Improve brand awareness; Collect market information; Increase product sales;
4. Promotion method: On-site participation in activities and interaction between brands and products.
5. Promotion target: lovers, lovers.
6. Promotion: Love is the point of appeal.
Activity planning scheme:
Activity theme: Taste a warm and romantic love.
From the introduction of amusement parks to the design of brand activity venues;
Arrange several staff members in uniform white clothes on the playground, called angels of love, and issue love passes to all couples who enter the playground. Make exquisite publicity cards, mark the venue, time, content and other information arrangements of brand promotion activities, and take beautifully designed brand advertising pictures as the background of the cards; If you don't want to arrange the staff to distribute it, you can also set up several special publicity points with festival and brand product characteristics at the conspicuous position at the entrance for couples to come and collect.
3. The publicity design to shape brand characteristics:
Put some Christmas cards with romantic love stories on the playground in advance, such as flowers, trees, lakes and huts. Couples who find this mysterious card on the day of the event can get a Christmas Eve cake M specially made by the company at the designated event site. This link is mainly to create a mysterious color of romance and surprise for the brand. The number of cards can be determined by the organizer according to the scale of the promotion activities.
Publicity and design of theme activities in amusement parks;
On-site arrangements for concerts and carnival parties in amusement parks can put display boards, balloons and posters to promote cake brands.
Waiting for the stage layout, insert some activities into the program, such as: answering questions on the spot, answering questions about making cakes, love issues, and so on; The "angel of love" sent out Christmas cake collection rolls under the stage; Arrange beautiful and moving programs to explain and promote the beauty and inherent flavor of brand cakes;
5. On-the-spot publicity design of snow activities:
6. Publicity design and guest exchange at the event site:
Soft and beautiful light music is played on the scene, which makes people who come to the scene feel a romantic atmosphere of love, and it is also consistent with the elegant brand connotation of the cake. Music seems to tell a touching love story in a low voice. Set up a booth at the scene, display exquisite and attractive cakes, and write down the introduction of unpaid cakes. The audience who come to the scene can get a Christmas love souvenir, and half of them can write down their wishes and names. The other half can get a nice little gift next time they buy a cake in a chain store. There are two beautiful Christmas trees beside the meeting place. Couples write down their love wishes on cards and tie them on trees to add romance.
At the same time, customers can also be invited to fill in a simple questionnaire to comment or comment on the brand. In addition, all the activities mentioned in points 2, 3, 4 and 5 above are ultimately aimed at attracting customers to participate in brand promotion activities and deepening their understanding of brand cakes.
You can also use LCD TV or display board to indicate that the theme activity of "Love on Christmas Eve" will be held here at 24:00, "Thank you for your love!" At 24:00, if the venue can accommodate more than 30 people at the same time, you can host some live "true love confession" activities, so that couples can tell each other their love. Or in the form of a lottery, let the winners tell the most romantic things in their love; Let the "angel of love" teach parents to express "I love you" in sign language; Send a hydrogen balloon to all the guests at the scene, and both couples write "love vows" on the balloon. At 24:00 sharp, the host will fly balloons together to witness the love between couples with the sky.
7. Program introduction:
1. Because of the advanced positioning of the cake, the price will be higher than the ordinary cake. How to combine the characteristics of cake to sell high-level value, on the one hand, create opportunities for customers to taste its uniqueness, on the other hand, let customers know the connotation of the brand, so as to love it.
In all customer groups, couples and couples are the most likely potential buyers. On the one hand, people who go to the Christmas Eve amusement park are mostly young and middle-aged men and women. On the other hand, in order to express their sincere love, people can do whatever it takes, so the price of the cake is generally acceptable to couples. As long as this atmosphere can be created, the meaning of cake on Christmas Eve is just like the meaning of Valentine's Day roses.
3. All the design of the event revolves around the romantic and warm theme, which is what most couples want to feel, so as to deepen the love of such customers for brand cakes and facilitate future sales.
Finally, I hope your company will successfully cooperate with the cake brand to launch this exciting product on Christmas Eve.
Chapter III: Brand Promotion Planning Scheme
I. Introduction
In recent ten years, China's economic development has brought about the continuous improvement of people's material living standards. According to a survey conducted by China Consumer Herald, the ratio of female nationals' expenditure on beauty and makeup has increased by 5.9% 1992. And according to some economists' predictions, the number of women's members who use their own beauty cosmetics will increase in equal proportion, and some beauty cosmetics with beautiful brands, high popularity and reasonable prices will be more and more loved by consumers, such as L 'Oreal cosmetics. Facts have proved that people already know that cosmetics are no longer a luxury, but a necessity in women's sexual life. In the gradually and partially affluent life, women pay more attention to their own dressing, hoping to dress their lives colorful. This form has created favorable market opportunities for L 'Oré al cosmetics to expand the Chinese mainland market, expand sales and improve efficiency. At the same time, it also creates the same conditions for other brands of cosmetics at home and abroad to compete in the Chinese mainland market. How to develop in the Mid-Autumn Festival competition, create benefits in the competition, and how to let people know L 'Oré al cosmetics as soon as possible are important topics that L 'Oré al cosmetics agents and distributors can't ignore. Doing a good job in the promotion of L 'Oré al cosmetics will improve the mainland system of products. It plays an important role.
Second, L 'Oreal Cosmetics Market Analysis
1. Establish L 'Oré al cosmetics market.
Although L 'Oré al Cosmetics has been on the market for more than ten years, its good sales abroad show that it has high recognition abroad, but it is still a new brand and new variety for the Chinese mainland market. Compared with consumers, there are more than 350 million kinds of feminine cosmetics with lofty skin care and beauty integration in Chinese mainland. They prefer cosmetics brands that have been established in the mainland market for a long time, and trust them very much, such as Lancome and L 'Oreal. Although L 'Oré al cosmetics series has its unique functions, it is one of the urgent tasks to establish its own market quickly in order to gain the trust and appreciation of consumers. Therefore, in the short term, L 'Oré al Cosmetics should quickly establish the brand image of L 'Oré al Cosmetics, try its best to market its unique image, and then open up the sales and wholesale market, realize the better positioning of L 'Oré al Cosmetics in Chinese mainland market, form a virtuous circle of promotion and development, open up the transportation base of products, reduce circulation links and improve product efficiency.
2. The established market analysis of L 'Oré al cosmetics.
Although L 'Oré al Cosmetics has entered the Chinese mainland market for several months, I still feel that it has not done enough in-depth and detailed market positioning for five reasons:
1 The publicity campaign was not launched, resulting in low visibility.
2 There is no publicity campaign for products in the same industry, and circuitous measures are taken to establish brand characteristics.
After entering the mall, there is no free beauty and other supporting services.
The price is high, and the willingness and purchasing power of consumers are not well considered.
There is no distinct theme to establish the brand image of L 'Oreal cosmetics. For consumers, if the theme is not clear, there is no attraction and temptation.
However, because L 'Oré al cosmetics have a series of advantages and characteristics, such as treatment panel, softening panel, self-exfoliation, balancing skin secretion, resisting ultraviolet damage and so on. L 'Oré al Cosmetics has its own advantages, such as unique brand image, emotional appeal, etc., which are comparable to other foreign cosmetics that have a certain market in Chinese mainland. This is very promising and possible.
The material of this article comes from the network, infringement. Please contact to delete it.
Related articles: