7-year-old marketing activity planning, teaching you three steps to solve the problem of unattractive activities.

The 7-year-old driver who plans marketing activities teaches you three steps to solve the problem of unattractive activities. Marketing Flight 2822019-7-2410: 28 Foreword of Marketing Management With the intensification of market and talent competition, enterprises have higher and higher requirements for planners, not only planning marketing activities, but also planning activities with explosive force, influence and sales force. Innovation has become a necessary professional ability for planners. This paper will teach you to break the ice from the key points of innovation, get out of confusion and start from "new". Planners will experience unthinking anxiety, unpleasant planning pressure and unpredictable variables in activities. What is more painful is the exhaustion of creativity. Yesterday, today and tomorrow, we used a set of marketing plans repeatedly. The consequence of this is that in the eyes of users, your activities are unattractive, and in the eyes of the boss, your work is of little value. In order to make a perfect plan, most people are constantly looking for ways. There are two common extreme situations in reality, either struggling to make a plan or easily copying and imitating. "You have to work very hard to look effortless." Unfortunately, 90% of the planners are idle. Why do you say that? Because their energy is generally wasted here, as follows: 1, looking for a bunch of data, but the scheme demands are divorced from the data, which has little effect. 2, received the task of planning, without specific analysis, I began to pat my head as soon as I came, and did it for the sake of doing it. 3. Find a bunch of cases on the Internet and piece together a beautiful plan. 4. I spend most of my time thinking about how to do it, ignoring the goal, unable to find the key point, and illogical. What are the main reasons for the above problems? Based on the experience of marketing activities in recent 7 years, the author analyzes the following results: "I understand the importance of data, but I don't understand it, and I won't use data to solve problems." "The process thinking that an excellent planner should have has not yet formed". I know the importance of innovation, but I have no innovative thinking. "Lack of critical logical thinking, broken thinking". From the above analysis, it is obvious that a sexual problem is thinking. In other words: "To innovate and break the game, we must stand at the height of thinking. From the first step, let the marketing activities be different! " So, how to innovate and plan marketing activities to help you find a breakthrough? This paper focuses on three points: 1, the core idea of activity innovation, the method of understanding activity innovation and the purpose of activity innovation. First of all, we must understand the essence. The essence of planning is a series of strategic planning to achieve the goal. As for the essence of innovation, the author agrees with what Ma Yun once said, "Innovation is to create new value, not because you want to beat your opponent, nor for fame and fortune, but for society, customers and tomorrow. Real innovation must be based on a sense of mission. " Looking at the great and imperial innovation theory, when it comes to activity planning, it will eventually return to two points: meeting new spiritual or material needs. It is precisely because of this that the law of survival of the fittest is more obvious. Secondly, where to start innovation, whether it is subversive innovation or micro-innovation. First, we should clearly know why the whole activity was done, what problems were solved and what purpose was achieved. What is the core problem of the success of this activity? Finally, design new gameplay around the focus of the event. Next, the author reveals the answer for you from three key points of innovation. In the path of 1 the core thinking innovator of activity innovation, there is a saying that makes the author deeply touched, "Everything is user-oriented, especially in innovation." Therefore, as a part of marketing, marketing activities still need to innovate from the user's point of view in innovative thinking. These innovations require planners to understand user behavior and analyze the goals that users want to achieve in marketing activities. Some people will say, isn't it insight into demand? "User goal achievement theory" is a pioneering research achievement of Professor Christensen. The essence of this theory is: "Innovation is not about people's current purchase demand, but about the goals that users subconsciously hope to achieve and understand the deep reasons of users' behavior. For example, the fifth personality held the second COA global finals and the first anniversary celebration in Shanghai * * this year's May Day Golden Week. Compared with the first COA Championship, Call to the Abyss II catered to the players' expectations for the grand event. On the anniversary of the first anniversary, the fifth personality, under the leadership of KA, packaged this activity into a summer carnival, and carried out a bright upgrade in the amusement park area-optimizing ordinary garden activities into an interactive paradise with immersive interactive experience. Let players and ordinary players feel the carnival atmosphere brought by COAII. This marketing activity of the fifth personality, if viewed from the demand, is closer to meeting the user's demand for fun, fun and excitement. It analyzes that players play various game levels and reality shows in the park, and COSER plays a role in the game to interact with players. The innovation of the fifth personality comes from breaking the user's behavior habits and introducing online gameplay to offline, making it realistic, scene-based and visual. Players come out of the virtual, show themselves in reality, be onlookers, and amplify their sense of accomplishment. Here, the innovation of the fifth personality satisfies the value of "realism and sense of accomplishment". Henry Ford once said, "If I ask people what they need, their answer may be a faster horse". If marketers think they need horses, innovative products do not exist. It is precisely because of the exploration of their real needs that users need faster means of transportation, and carriages appear. Similarly, users will not tell you what kind of marketing activities they like, but you can predict their goals. So how to predict? Let me give you two examples: when most players play games, they are addicted because of the thrill of game upgrade, and players will not say my goal of being king, but only that I need more exciting games. Then if you make the game more exciting, in addition to increasing the difficulty, increasing the sense of honor can also be included in the goal, because the sense of accomplishment of completing the goal is doubled. In addition, taking the promotion of activities as an example, will ordinary girls bargain for cheap clothes? On the surface, their demand is to save money, but their goal before entering the store is not to be fooled by the store, but to actively avoid being cheated. So in terms of price setting, there are two kinds of prices: retail price and promotional price. At first glance, customers are much more favorable than usual, and this kind of psychology of being cheated is weakened unconsciously. Another example: Double Eleven became an online shopping festival. Is it really because people need to buy preferential items? Starting from the demand, it seems to create opportunities to meet people's demand for cheap. However, when Double Eleven becomes a festival, people's needs become "more than one festival, more than one time to satisfy themselves". After all, there are not many festivals. The core idea of innovation of Double Eleven is to create a sense of ceremony for users. Key points: the motivation behind the demand is the foundation of the activity strategy. 2 Method of Activity Innovation The process of creating a marketing activity plan is a process of game making, that is, designing or imagining something that can eventually pull more than N people to participate and play together, and gradually make this thing fall from imagination to the ground. First of all, you need to know when the key element of the game is: the time when the event happened. Who: Who is the activity aimed at and who are the target participants? Among them: activity place, scene. Why: The demand of enterprises and consumers for holding activities. What: What is the purpose and value to be achieved? How: How do consumers participate and what kind of experience do they have? How much: What is the cost of consumer participation? Effect: the expected effect of the activity. Playing games is an essential thinking framework for marketing planners. Knowing this, you will avoid the habit of patting your head and writing as soon as you come. The purpose is to cultivate process thinking. Because under this framework, you will naturally list the process of the whole activity. Key points: first there is a framework, then there is a process. In this process, you will unconsciously think, what are your strengths and weaknesses in this activity? What can I do for you? Similarly, your predicament will be obvious. When this dilemma becomes the core factor of the success or failure of your activities, the dilemma is your breakthrough point. For example, when I was doing a product launch, I encountered such a dilemma. At that time, the whole furniture market was depressed, the economic situation was not good, and the confidence of dealers was insufficient. This product launch will decide whether they will sign our products and cooperate with us to open a shop. So under this background and purpose, how can this meeting be held smoothly? 1, the dealer can come, the atmosphere is good, the momentum is sufficient, and everyone gets together, which is a positive energy inspiration in itself. 2. Give the dealer a reason to come. This reason is to make them feel that signing our products will definitely make money and attract their attention. Choose a good time and place to hold this activity. From the above three questions, it can be clearly seen that giving the dealers a reason to come, that is, what is our breakthrough point, and letting more people participate is the core key. If few people attend, the activity will not be successful at the beginning. Therefore, to this end, we invited Ms. Ye Tan, a big coffee maker in the economic field, to share her economic observation with us. It turns out that the big coffee effect is really great. More than 600 dealers were present and signed 400 contracts, creating an industry miracle. You may ask, is this innovation? Very general. Here, the author borrows the words of Li Jiaoshou. To do marketing according to the idea of value creation, we must completely change our thinking and figure out how to increase the value of resources. For example, it is also looking for a spokesperson. General thinking is a big-name star, and his fans can become my users. But all brands have this effect when looking for spokespersons, and the resources of spokespersons have no added value. Lin Chi-ling was invited to speak on the map of Gaode, so she recorded the sound as navigation, which is the added value brought by the same resources. Another example: You want to be an offline beauty salon. What do you think are the core elements to consider here? 1. How did this salon reach the expected number of people? 2. What process should be designed for this activity? 3. What is the key core of this activity to achieve the sales target? In this process, you will find that the key core to achieve the goal is that the number of transactions must reach a certain value, so the breakthrough point should be placed on the transaction rate, and the core of the transaction rate is to make users willing to pay the bill. What is the value beyond expectations? The value of innovation should be placed on experience, creating a "field" that can promote transactions. Key points: The core content of this part is that your predicament is your breakthrough point, and what is predicament is the biggest factor that hinders the success of this activity. For example, what if there is no popularity? What if there is no impact? What if users don't care? What if users are unwilling to participate? The way is: find the point where you want to achieve the goal, but there is a dilemma, break the game and create added value. 3 The purpose of activity innovation However, there must be something behind large-scale marketing, either large-scale innovation, data financing or promotion of new products, at least one of which must be explained. The above is the purpose of marketing activities, so what is the purpose of activity innovation? Back to what the author mentioned above, if the planner doesn't innovate, it's just a matter of copying and imitating. Then the purpose of innovation is to break the routine and do the same thing differently every time. After all, those users who like the new and hate the old will not tell you that they are tired of your activities. Do we know the purpose of innovation is enough? Don't! We also need to know the meaning behind the purpose. When others attract hundreds of thousands of fans with a poster, when others get millions of exposures with H5, and when others do hundreds of millions of activities at a time, do you see the real intention behind the innovative purpose? Give two examples: an internet platform has done an activity aimed at innovation. When an unknown robot was used as a poster for the first time, few people participated. However, a few days later, after the movie "Zootopia" went online, they turned the poster into a poster with the protagonist zootopia as the carrier, which immediately attracted 10,000 people to participate. This simple move is to chase hot spots and follow the trend. On June 1, One Plus Mobile and JD.COM held the "Go GoBeyondSpeed-OnePlusDJNight" activity in ERAASHANGHAI. That night, CARTA, one of the top 100 DJs in the world, attended as a heavy guest. This activity is not only a brand-new creative collision, but also conveys an attitude of pursuing speed, fluency and passion to more people through cross-border ways. As a "no go, no go" technology brand, Yijia is constantly looking for partners in different fields to carry out cross-border cooperation and present different surprises to users. On the same day, at the 618 Global Mid-year Shopping Festival in JD.COM, One Plus Seven 7Pro also got a "good start": it won the sales champion of Android mobile phone in the price range of more than 4,000 yuan. The above cross-border marketing activities are also an innovation from the inside out, and the mobile electronic evening is a creative show combining music with technology. This simple move is to deepen users' brand awareness of fashion, speed and passion of one plus mobile phone by creating a three-dimensional experience of music. Key points: The purpose of innovation is to find new levers to incite users. Because the old method has failed. Finally, it is concluded that Professor Li divides marketing strategies into two types, one is called value acquisition type and the other is called value creation type. First, find ways to win more stock resources, such as buying better advertising space and finding top spokespersons. What is value creation? Is to change the way resources are used and create new values. In marketing activities, we should constantly create new value, which is called innovation. This paper plans an activity plan from the core thinking (why) of activity innovation: focusing on users' goals. How to innovate in activities: Find the breakthrough point and add value to this point. The purpose of activity innovation (what): to find new levers to incite users. The above three points explain how to innovate for you. Participate in the discussion