How to write the whole case of integrated marketing communication

What is integrated marketing communication? Don Schultz defined in the book Integrated Marketing Communication that integrated marketing communication is a process of unifying all communication activities related to enterprise marketing, including advertising, promotion, public relations, direct selling, CI design, packaging, news media reports, etc. Personal understanding: Integrated marketing communication is to use advertising, public relations and other marketing means to carry out integrated communication activities around a core "theme". For example, "Tmall Double 1 1", one of the biggest marketing activities in China every year, always puts forward a core theme first, and then adopts various marketing means to integrate and spread around this theme. From Happy Birthday 1 1 on 201on 8/20, the excitement has just begun, and then to Wish 1 1 Realization on 20 19. Writing a plan is not the purpose, it is to solve the problem! The essence of the scheme is to solve the problem, and the premise of solving the problem is to define the problem clearly first. Therefore, the process of integrating the whole marketing communication case is: clear the problem; Solve the problem. The specific logic of the IMC case is: 5W2H, why, who said why, how to say what, where to say it, when to say it, and how much the budget is. Then, the structure of integrated marketing communication case is mainly composed of two eight parts: definition (briefing interpretation); Solve problems (investigation and analysis, strategy formulation, concept theme, creative expression, media use, time arrangement, budget allocation). The definition of 0 1 briefing is completed by Party A, and the written form is the bidding task book (requirement document). Party B needs to interpret the briefing (demand understanding) according to the bidding task book provided by Party A, and it is best to communicate with Party A for confirmation before writing the plan. Due to the different needs of Party A, the interpretation of the briefing is also different. There are two common situations: first, Party A introduces many backgrounds and needs Party B's help to find the problems first, set the goals and then give the solutions; Second, Party A has no problem, but introduces the background, gives the marketing objectives and specific tasks, and needs Party B to give a solution to achieve the objectives. Taking the second example, the briefing is explained as follows: Marketing background: Where is the enterprise now (PointA)? Background status quo. Such as brand life cycle-start-up brand, growth brand, mature brand, strong brand, declining brand; Product life cycle-research and development period, introduction period, growth period, maturity period and decline period; Customer life cycle-potential period, introduction period, growth period, maturity period and decline period Marketing objective: Where does the enterprise want to go (PointB)? The combination of quality and effect. Such as popularity; Reputation; Sales volume; Market value; Market share; Racine; Keep; Promotion activities; Transformation; Sharing marketing tasks: what should enterprises do (PointA→PointB)? Specific tasks. If it is sold to more incremental users, let existing users buy more, 6 18, double 1 1, super product day, category day, party day, digital marketing, social marketing, entertainment marketing, sports marketing, holiday marketing, hot marketing, posters, videos, H5, live broadcast, interaction. As a defining problem (needs understanding), detailed briefing interpretation generally includes "communication challenges, target audience, customer insight, communication needs, communication tasks, communication tonality, assessment indicators, time nodes, etc." . After the problem is clarified through investigation and analysis, the next step is to solve the problem. The first step to solve the problem is investigation and analysis. The investigation and analysis mainly includes four parts: market analysis (industry analysis), competitor analysis, enterprise analysis and consumer insight. Market analysis (industry analysis): it mainly consists of two parts, market size and growth trend (how big the cake is); Market share and major enterprises (how to divide the cake). Competitor analysis: The most classic analysis framework is Porter's five-force competition analysis proposed by strategist Michael Porter, which is "the bargaining power of suppliers, the bargaining power of buyers, the threat of new entrants, the threat of substitutes and the degree of competition of competitors in the same industry". The competitor analysis of integrated marketing communication case can have the following seven dimensions: "brand, product, price, channel, promotion, media and service". Brand analysis-mission, vision, values, founder, team, positioning, advocacy, personality, story, public welfare, IP, etc. Product analysis-function, raw materials, origin, quality, appearance, packaging, etc. Price analysis-price positioning, price range, promotion, etc. Channel analysis-channel coverage, direct sales, joining, agency, interest chain distribution, etc. Promotion analysis-communication strategy, communication theme, communication creativity, communication media, etc. Media analysis-media reports, self-media, paid media, award-winning media, etc. Service analysis-pre-sale, in-sale and after-sale. Enterprise's own analysis: Like competitor analysis, it analyzes the seven dimensions of "brand, product, price, channel, promotion, media and service", so I won't repeat them here. Consumer insight: In all analysis, consumer insight is the most important and the most difficult. Catcher shares five consumer insight structures here, and you can choose and combine them according to the actual situation. The first is the catcher's "consumer insight, what insight?" The structure described in detail in the article Who is the Consumer (Portrait of the Crowd); Consumer demand (strong correlation demand, weak correlation demand); Consumption scenarios (strongly related scenarios, weakly related scenarios) "; The second "demography"; Psychological description; Brand/product use behavior "; The third "demographic attribute; Lifestyle preference; Consumption habits; Relationship circle "; The fourth "Who is the consumer (portrait of the crowd)"; Life insight (life form); Consumer insight (consumer behavior) "; The fifth "consumer portrait"; Consumer pain points; Consumers are cool; Consumption scenarios; Consumer journey (attention, interest, search, purchase, sharing) ". Research methods: The above is only the analysis framework, and there are many specific research methods, such as desktop research (corporate official website, industry reports, e-commerce reviews, etc. ), big data (Baidu index, business consultant, etc. ), quantitative analysis (questionnaire survey), qualitative analysis (in-depth interview), entering the role of consumers, observing consumers, asking consumers, interviewing corporate executives, interviewing employees, interviewing industry experts, visiting stores, etc. Special reminder: specific questions, specific analysis. Investigation and analysis is a very complicated process. "Market analysis, competitor analysis, enterprise analysis and consumer insight" is a classic analytical framework. In addition, there are PEST analysis (politics, economy, society and technology), SWOT analysis (strengths, weaknesses, opportunities and threats), cultural analysis, node analysis, competition analysis (enterprises vs rivals) and people and goods yard analysis. What is the strategy? Everyone has a different understanding. In the field of marketing, strategies mainly include market strategy, brand strategy, supply chain strategy, product strategy, service strategy, packaging strategy, price strategy, channel strategy, media strategy and promotion strategy. This paper mainly discusses the promotion strategy, which is what we often call the communication strategy. What is the communication strategy? Catchers think there are three main types: First, Michael Porter tells us that "strategy simply means doing something completely different from your opponent, or doing the same thing in different ways", so "strategy is a choice", such as choosing enterprise interests, differentiated competition and consumer insight; Second, strategy is strategy, that is, "strategy is a kind of overall planning", and it is necessary to specify who to say, what to say, how to say it, where to say it, and when to say it, and the specific form is a reception room; Thirdly, the core work of communication is "content production+customer contact point management", which is usually "creativity+media", so the strategy can be divided into two parts: "creativity strategy+media strategy". In addition to the above three situations, we can often see advertising strategies, public relations strategies, promotion strategies, digital marketing strategies, social marketing strategies and so on. Everyone should make his own judgment and use it flexibly according to the actual situation. The key step from conceptual theme strategy to creativity is "concept". What concept? Newcomers don't understand, and those who have been advertising for many years can't tell. Kacher believes that the concept can be divided into two steps: the first step is to put forward a "new concept", that is, to express the core information to be conveyed in a popular way; The second step is to summarize a "big concept", that is, to express the core information in a highly sublimated way, that is, "theme", that is, bigidea, slogan, proposition, attitude and attitude. Here are three conceptual cases: Wang Laoji, the new concept of "preventing getting angry" and the big concept of "drinking Wang Laoji if you are afraid of getting angry"; Zhihu, the new concept "Zhihu not only has problems, but also answers", and the big concept "If there are problems, there will be answers"; Tmall, the new concept "Tmall helps people realize their yearning for a better life", and the big concept "Ideal life, a cat in heaven". The creative expression catcher shared many creative ways of thinking in previous tweets. Here, I share a universal formula of creative thinking through a large number of cases collection, classification and induction. In the creative process, we are actually trying to build the relationship between the brand and everything in the universe. Everything in the universe here can be people, rhetoric, time and space, Xinghai and consumer demand, and all the things in the universe are "words". So this universal formula is "brand X word". You only need a modern Chinese dictionary, and you can come up with many ideas. For example, the benefits of brand X, self-transformation, physiological needs, security needs, social needs, respect needs, self-realization needs, scenes, difficulties, problems, celebrities, famous sayings, famous paintings, stories, heritage, new knowledge, brand alliance & brand linkage, media, movies, fashion trends, stories, animations, TV dramas, sports, the universe, poetry. Calendar, metaphor, personification &; Imitation, dream, role model &; Analogy and homophonic terrier & pun, theme shop &; Pop-up shops, experiments &; Demonstration, inversion, abnormality, a mirror to the end, dialect, want to promote first, suppress first &; Play with the devil's ideas, dreams and wishes, and witness that it is not difficult to come up with ideas after knowing the creative formula of "brand X words", but the real difficulty lies in the implementation of ideas. It is necessary to accumulate more creative cases and practice ideas based on each word in order to truly master creativity. Here are four creative cases: Nike, Brand × Difficult JBL, Brand× Exaggerated Nestle, Brand× Contrast IKEA, Brand× Abnormal 06. In an era when the media use too much information and pay too little attention, the smell of wine is also afraid of the deep alley, and the creativity is awesome, and it also needs media communication. Tmall Double 1 1, Bili Bili Houlang, UnionPay poetry pos machine, which idea is not awesome, which one is also. Media is attention, and media is more than attention: first, we should choose good media, such as WeChat, Weibo, Tik Tok, Aauto Quicker, Bi Li Bi Li, Little Red Book, Zhihu, Baidu, Focus, etc. Secondly, we should also make good use of the media's gameplay, such as hot search, topic, information flow, kol, UP master, challenge, live broadcast and screen opening. Then, do a good job of media combination, reach consumers rhythmically, and make communication get twice the result with half the effort. What is better media communication? There are many self-owned media, paid media and award-winning media. Own media, such as corporate official website, official media, product packaging, sales channels, etc. ; Paid media, such as WeChat Friends Circle, Weibo Hot Search, Tik Tok Information Stream, Baidu Bidding Advertisement, Taobao Training, etc., have all won the media, and their creativity is good enough to win the active reports of the media, so that tap water users can take the initiative to share. Special reminder: when writing a plan, this part of the media use can be written separately, or it can be written together with the creative part according to the actual situation. Don't be trapped by the framework. With creativity and media, the schedule of 07 also needs to follow the rhythm of "preheating, detonating and continuing", so as to make communication more effective. The concrete form of this part is "communication path roadmap", which is mainly composed of "time axis, communication stage, idea, creativity and media". The road map not only shows the communication time, but also reviews the whole picture of the plan, which is more helpful to convince the leaders of the proposal. The last part of the budget allocation plan, the budget, is more important than expected, and Party A may care more about expenses than creativity. Make a budget table, which can be composed of "items, details, expenses, discount expenses, total expenses and total expenses after tax". It should be noted that according to the different needs of Party A, the budget tables are different, some of which do not need to be reflected in the plan, and can be formulated according to the situation. Summarize the whole case of integrated marketing communication, which mainly consists of two eight parts: definition (briefing interpretation); Solve problems (investigation and analysis, strategy formulation, concept theme, creative expression, media use, time arrangement, budget allocation). It seems difficult to integrate the whole marketing communication case, but it is actually very simple. Just think of a theme, then write dozens of pages in front and dozens of pages behind, and you can finish it. The above are some personal views on the whole case of integrated marketing communication. Use it flexibly, not mechanically. Welcome to discuss. Finally, I wish everyone a little routine and get off work early! * This article