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At that time, when I heard many friends and colleagues around me respond to their writing plans, I often fell into the dilemma that I couldn't hold back a few words when I opened PPT for a long time, which led to low work efficiency and dealt a great blow to my confidence and motivation.
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Some friends will blame it on lack of inspiration or poor state, but I think the criterion for judging whether a planner is excellent or not is:
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It absolutely does not depend on the uninspired and uncontrollable personal state, but can realize the output of the scheme stably at any time.
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In order to help you get rid of the trouble of not wanting to write a plan, I communicated and discussed with several senior marketing planners, summed up the methods of writing a plan in recent years, and refined a set of general routines for the conceptual framework, which can be roughly divided into seven steps:
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Many friends gave feedback, hoping to introduce this method in depth with specific practical cases, so as to better digest, understand and apply it. So I borrowed a digital marketing scheme of Z insurance brand I wrote before, and then published an upgraded content. On the basis of the original text, combined with this plan, I further explained the methodology of writing the plan thoroughly. 0 1
Step one:
Understand the needs and goals and decide the general direction.
Any plan exists to "solve problems" or "produce effects", so it is very important to communicate with the demand proponent repeatedly to find out what the needs and goals of the plan are before formally writing the plan. The demand of marketing plan usually includes brand diagnosis and positioning? Market research? New product release and promotion? Promote sales? Raise awareness? Competitive product analysis? Consumer insight? User operation? Advertising strategy and creativity? Media launch plan? Wait a minute. Only when the needs and goals are very clear can we find the dimension of the scheme and ensure that the general direction will not go wrong.
Step 1: Understand the project background of Z brand, as well as the needs and objectives of marketing communication.
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Description of project background: A consumer health plan launched by Z insurance brand-the more consumers are encouraged to exercise, the more rewards they get. The plan has now ushered in a heavy upgrade, set a series of health challenges, won a variety of health rights and interests, and made sports bring more health value to consumers!
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Marketing needs and objectives: through social communication and interactive fission, establish the differentiated image of Z brand "sports advocate" and innovative insurance concept. Let consumers form a healthy awareness of Z brand, generate a strong conceptual identity, and finally guide consumers to join the plan.
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Step two:
Collect data and be familiar with the project.
With the general direction, in order to be familiar with the overall situation of the project, it is necessary to sort out and collect a lot of information. For example, to make a brand positioning plan, you usually need information including: introduction of brands and products, overall market environment and trends, competitors' brands and products, competitors' advertisements, consumers' attributes and behaviors, and consumers' cognition of brands (not necessarily, but it may need to be obtained after investigation). The websites that collect reports include 199IT, iResearch, Penguin Think Tank and Analysys Think Tank. Websites that collect marketing cases include Digital English, advertising door, Meihua and Socialbeta. Of course, Baidu, Zhihu and WeChat are also very good data collection platforms, and of course, searching for keywords is a very particular subject. Although it takes a lot of energy and boredom to sort out and collect data, only by sorting out and digesting the data thoroughly can we provide enough ammunition support for the later idea output.
Step 2: Let customers provide as much information as possible about brands, project status, communication resources, etc. And collect a lot of additional information about people, competing products, fission marketing and so on. The information provided by customers includes: detailed introduction of health plan, portrait of target group of Z brand, marketing resources that Z brand can provide (such as spokespersons, a large number of salesmen, the company from the media, etc.). ).
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Additional information collected includes: the living conditions of the target population, health concerns and sports, similar plans, marketing activities and advertising communication of competitive brands, effective fission marketing games and mainstream fission marketing positions. 1) The data of health plan and competing products help us refine the core advantages of the plan accurately; 2) Through the portraits of the target crowd and other crowd data, let us formulate appropriate communication strategies, interaction strategies and media combinations on the basis of analyzing the social attributes, interests, behaviors and lifestyles of the crowd; 3) Competing products and fission marketing materials help us to see the overall competition pattern and marketing play, so as to build a more suitable and effective marketing model.
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Step 3:
Investigate and look for clues
There are some materials we can use, such as brand and product introduction, market environment and trends. But most of the data must be further studied and analyzed to find valuable clues; Or conduct further investigation to reach the conclusion we need. For example, when we get the advertising materials of competing products, we should study its advertising strategy. What are the advantages and disadvantages of advertising? For another example, to obtain consumer information, it is necessary to further use quantitative and qualitative means such as questionnaires and focus groups to gain insight into the real reasons behind consumers' buying behavior according to the known basic attributes of consumers. The research work extremely tests the planner's skill. Usually, only experienced planners can quickly find valuable clues. Of course, junior planners will gain a lot in this process as long as they ask more questions, study more and think more.
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The third step: study all kinds of materials, find that Z brand incites users' value points, formulate marketing tactics, and detonate communication.
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Through the research of Z brand health plan and crowd data, it is found that consumers of Z brand think that exercise can not only keep themselves healthy, but also bring higher-dimensional stimulation and value to their lives, including continuous self-improvement, self-discipline, courage and confidence, relieving stress and understanding themselves more clearly. By carefully studying the brands that play well in fission and analyzing the materials of fission marketing, we can draw the conclusion that the essence of fission marketing is to use welfare to incite users' social relations and realize fission communication between users. The most effective position for brands to play fission marketing is small programs. Small programs rely on WeChat portal to obtain traffic dividends and build marketing scenarios that brands need, which has natural advantages in WeChat sharing.
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Step 4:
Refine the core topic and establish the proposition
Generally speaking, the three preliminary tasks of "understanding the needs, sorting out the data and investigating" may take us half of the time, but they have not officially entered the stage of scheme writing. Why do you need to spend so much time and energy in advance? It is precisely refining the core topic of the whole scheme, and it is fatal! Just like a doctor asking a patient, he will ask the patient to do some tests first, ask about the symptoms of the body, and then make a clear diagnosis before he can prescribe the right medicine and give a reasonable treatment plan. Charles Gidlin, the management consultant of American General Motors Company, put forward a famous Gidlin rule: If you clearly put forward a difficult problem, you have already solved half of it. Explain that in any work, it is very critical to recognize the core issues.
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Step 4: The core topic-consumers' sense of identity with the plan is not strong enough, and the current number of users is not enough to form a social effect to complete the three-dimensional marketing of Z brand health plan in breadth and depth. We need to focus on four things-"refining communication ideas and slogans, packaging ideas and contents, planning effective fission mechanism play, and choosing appropriate seed users and communication channels". The planning of the communication part of the plan will revolve around the above four core ideas.
These contents are all learned in the "magic class", I hope it will help you!