Course Background:
Brand marketing activities are the most everyday business behavior, and they are also the most affected by the business environment.
Do you feel that your company's marketing planning activities are becoming more and more conventional?
Do the planners feel that Jiang Lang is exhausted and there is no new way to play?
Do you feel that the activities you are planning are a little out of place in the Internet age?
Planning is planning for the future, so that what doesn't happen happens happens as you want it to happen, so planning is everywhere. In the Internet era, how to make business planning activities conform to the communication characteristics of the Internet era and give full play to their maximum commercial value is a problem that every enterprise operator and planner is concerned about. "In the midst of strategizing, winning thousands of miles away" is the highest praise for planners, what do you rely on? First, it relies on a full understanding of the overall situation, second, it relies on the objective judgment of its own situation, third, it relies on careful deployment in advance, and fourth, it relies on clear communication and efficient implementation.
Course Benefits:
Thoroughly understand the communication characteristics and consumer changes in the Internet era, and improve the planning and innovation creativity;
Understand the "principle grasp, thinking process, and implementation points" of marketing campaign planning, and master the principles and planning essentials of marketing campaign planning;
Provide practical tools, simple and practical, to help students learn to use tools to make plans, and improve the quality and ability of planners;
Assist participants to master the three elements of strategy, i.e. the three steps of plan implementation.
Course Tools:
Tool 1: Circle marketing development tool "Guangzhou-Shenzhen Expressway + O2O".
Tool 2: Basic principles of planning activities.
Tool 3: Essentials of execution.
Course Duration:2 days, 6 hours a day.
Course Audience:Middle and senior managers, marketing directors, marketing personnel, brand promotion, planners, etc.
Course Method:Vivid explanation, case sharing, demonstration exercises, group discussions, brainstorming.
Course outline
Lecture 1: The direction of marketing planning in the Internet era
1. Human desire is the principle of heaven (three communication barriers).
Case **:"Do you really know your customers? ”
Obstacle 1: Don't know why you buy.
Obstacle 2: Don't know why you don't buy it.
Obstacle 3: Not knowing who is going to buy it.
Second, the misunderstanding of circle marketing
Interaction Analytics:Conduct interactive homework on keywords to make participants aware of the communication barriers between merchants and customers.
3. Customer group analysis (find and be found).
Fourth, the landing tool (Guangzhou-Shenzhen Expressway + O2O).
1.Breadth: Extensive accumulation of grain.
Case **:Good Hospitals vs. Bad Hospitals.
2.Depth: High wall.
Case **:Advantages and disadvantages of personal WeChat vs. ***.
3.Height: Find the key person.
Case **:The key figure in the detonation event.
4.Speed: Rapid response to market information.
Case **:Xiaomi's micro-films.
Analysis:Four things to keep in mind when using the tool.
Lecture 2: The Four Basic Principles of Marketing Planning
Principle 1: Teachers are famous
You can't do an event for the sake of doing an event, and a marketing campaign needs a reasonable and good reason in the first place.
Principle 2: Promote unity with quality
When doing ** activities, you can't forget the brand, the two complement each other and can't conflict with each other.
Principle 3: Eat good and look good
Marketing activities should not only be in good form, but most importantly in terms of business benefits.
Principle 4: Reputation is advantageous
The communication effect and commercial value should be taken into account.
Lecture 3: Thinking Steps for Planning Interactions
Step 1: Clarify the purpose
Key points:Consistency – brand campaigns can't be disconnected from brand positioning.
Step 2: Create a Burst Point
Key points:An event can't be full of highlights, nor can it be without highlights – it is necessary to develop a bright spot into a flashpoint.
Step 3: Charge ** change
Key points:Topicality, dissemination - prepare all the materials for the participants to post on Moments afterwards.
Step 4: Online and offline
Key points:Offline activities should consider online interaction, and online activities should consider offline landing - a combination of online and offline.
Lecture 4: Surprise and comprehensive planning
1. Survey: Survey needs
Test 1: Whose Needs?
Case **:Golf tournament.
Test 2: What exactly do you want?
Case **:Annual meeting of the enterprise.
Test 3: Are the goals realistic?
Analysis:Frequently made mistakes.
Second, the strategy: to create a breaking point
1.The importance of the breaking point.
Case **:Di Renjie passed through the Heavenly Empire.
2.Characteristics of the explosion point.
3.Six entrances to creative explosions.
Brainstorming:Generate ideas on the spot.
3. Side: Vulnerability management
1.Vulnerability hazards.
2.Methods of vulnerability management.
Case **:Real estate regulation program.
3.Attitude towards vulnerabilities.
Case **:A failed conference marketing.
4. Drawing: Scenario simulation
1.Several methods of scenario simulation.
Case **:Coalition with KFC**.
2.Capture key points through context.
3.The key control of the core link.
Case **:Moderator crosstalk.
Fifth, planning: strict deployment
Point 1: People and things.
Point 2: Ease and urgency.
Point 3: You, me, him.
Tools:Large-scale event division of labor.
6. Words: Full mobilization
Discussion:How will the mobilization meeting be held?
1.Follow-up after the meeting.
2.Perform the canon.