Brand promotion is the most potential marketing method in Market 3, and it is a sales method widely used by many well-known enterprises and businesses. So how should we plan the brand promotion planning scheme? The following is my brand promotion planning scheme, welcome to refer to it.
chapter 1: brand promotion planning scheme
1. market background
1. industrial macro view background
that is, based on the collection and analysis of policies, regulations and industrial development trends of the whole 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, the facilities and management systems need better coordination to improve efficiency and reduce costs. Professional automatic management control system is necessary for these industries.
China's overall power shortage situation will further expand the scale of construction and production of 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 fostering policies for DCS and other automation control systems
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2. Overall market environment
According to our overall strategy, it is our core business to provide "thermal automation complete solution" and "management and control integrated solution" for power plants. Then, based on the domestic competition situation of the power industry and our company's core business. It is the meso-environment we want to collect and analyze.
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3. Micro-environment of regional market
In view of the company's recent strategy, we plan to explore the regional target market, and deeply understand the technical level, management level, target customer status and competition status of the power industry in the provinces and cities in this region. It is the micro-environment we want to collect and analyze.
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II. Analysis of regional market environment based on research report
According to the company's marketing strategy, further market research is conducted for the target regional market. The following steps are mainly taken:
1. *** Relevant competent departments visit and learn about macro-concept policy environment, technical level and system of power industry, management environment, etc.
2. Visit and discussion of relevant senior leaders of power enterprises
3. Visit and discussion of relevant technical personnel and general management personnel of power enterprises
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If possible.
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 the target market promotion strategy based on this information.
III. Objectives of promotion planning
Accurately spread the brand image and technical service advantages of "* * * * * * *" through systematic image packaging, publicity and promotion for the target market:
The first objective: overall brand promotion, so that the "* * * *" brand can be widely known to the public; The public scope is defined as: the industry public, business people who are concerned about technical information, intellectual class, etc.
The medium-term goal is to promote the advantages/selling points, so that the "technical and service advantages of * * * *" can be deeply known and concerned by the target public;
the ultimate goal: expert point-to-point communication, so that "* * * * technology and service advantages" can be recognized by the target public and lead to cooperative behaviors such as purchase.
iv. corporate image design —— building a comprehensive corporate image recognition system. The strategy of fully importing CIS
CIS has long been the basis for the management, operation, publicity and promotion of enterprises. Fully importing CIS is to put a unique label on enterprises and create a unique personality.
1. enterprise mind identity MI
MI is usually regarded as the "spiritual belief" and "supreme constitution" of an enterprise. In terms of 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 employees' behaviors often become the highlights of publicity, telling the public that "we can do what other enterprises can't do" and "we can provide something special".
3. corporate visual identity VI
VI is usually considered as the basis of all publicity and promotion work of enterprises, and it 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. And the first impression is very important in the 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 prerequisite for us to formulate the promotion plan, and ensures that the specific promotion work forms a unique "* * * * * * *" brand in the aspects of text, design, communication and so on.
V. Planning and publicity ideas
1. Communication ideas of brand promotion
Based on the actual situation of this project, the following three principles should be followed in preliminary consideration:
Scientific, rational and professional
that is, based on "scientific" data and analysis;
Use "rational" logical inference to prove the advantages of enterprises;
communicate with customers with the level and temperament of "professional" consultants.
the above three principles can be embodied in a theme advertisement or 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, the concept of promotion and communication is the program of brand promotion, which needs to be discussed with the wisdom of all sides.
2. Design of selling points of project advantages
From the perspective of planning and publicity, selling points need to be designed. Generally speaking, the principle of designing selling points is less but better. From the actual situation of * * *, I should at least design the following selling points:
technical advantages of 1 * * * *
service advantages of 2 * * *
3 special value-added services
The selling point design must follow the principle that "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, which requires conciseness and conciseness, and points to the point.
3. Brand promotion ideas
Integrate all kinds of propaganda methods and publicize "selling points" with scientific, rational and professional ideas. Focus on pertinence, including the pertinence of groups and regions. For example, in the stage of "overall brand promotion", we can focus on the areas where industrial enterprises are clustered, such as airports and expressway. In addition, different stages of brand promotion and different key publicity are needed.
VI. Regional market promotion plan by stages
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 to "attack the regional markets one by one", the preliminary ideas of the marketing plan are as follows:
1. The overall brand image promotion stage of regional markets
Promotion contents: focus on promoting the overall advantages and overall image of "* * * * * * * *", and publicize the websites of * * * * * * * and other
promotional objects: Including: industry public, business people concerned about technical information, intellectual class, etc.
Publicity area: target regional market
Media: provincial and key municipal media mainly focus on news events hype, internet, professional media, large outdoor billboards, television, radio, etc.
Ways: mainly focus on news hype and give consideration to hard advertisements
Outdoor brand image advertisements
Pass expert seminars.
supplemented by paid soft news ...
2. Promotion stage of "advantages/selling points" in regional market
Promotion content: publicity focusing on * * * * technical and service advantages while taking into account the overall advantages of the project
Publicity objects: the industry public, Scholars and relevant * * * officials
Publicity area: target regional market
Media: product brochures, service manuals, * * * newsletters and other media of our company
provincial or provincial-level mass media news hype and other
online media
newspapers and periodicals, television and radio in key regions
professional journals
. Outdoor media near the power plant
mode: hard advertising, supplemented by news hype
direct communication with the target group 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 * * *, and provide guidance and consultation on cutting-edge technical information.
promotional objects: target customers with initial intentions, including purchasing decision makers, proponents and users of enterprise customers.
Media: all materials that the company can release to the outside world, and strive to make the target customers fully understand all aspects of the advantages and corporate culture of the Universiade.
Bidding documents are also important media for communication ......
Mode: comprehensive and complete expression of "science"
Accurately judge the role division of the enterprise user negotiation team, and be good at grasping the key points.
VII. Slight advertising themes and news themes at various stages
VIII. Slight media plans
IX. Promotion budget
X. Attachment
1CI scheme
2. Advertising copy
3. Press release
4. * * * * * * * Seminar scheme of "complete solution of thermal automation" and "complete solution of power plant management and control integration"
5. Market research report of each region
6. Design and production of product description materials, after-sales service materials and information feedback materials
7. Various planes, Advertising design such as film and television
8. Detailed case of market promotion and implementation in divided channels
9. Website management and maintenance scheme
11. Corporate information dissemination and customer maintenance scheme Establish a set of media to improve communication with new and old customers. For example: * * * * newsletter, customer factory celebration gift, regular customer friendship, release of new products/technologies, free automatic information training for customers, regular customer return visit system, etc.
Chapter 2: Brand promotion planning scheme
Planning background:
With the help of Christmas Eve, a special moment and a playground with high traffic, it integrates the three aspects of time, place, people and people. Carry out product and brand promotion activities for a well-known high-end cake brand.
Product positioning: low-key luxury
Promotion purpose:
Strengthen communication between brands and customers; Improve brand awareness; Collect market information; Increase product sales;
4. Promotion method: participating in activities on the spot and interacting between brands and products
5. Promotion objects: lovers and couples
6. Promotion introduction: taking love as the appeal point
Activity planning scheme:
Activity theme: one product, Warm and romantic love
From the introduction of the playground to the design of the brand activity site:
Arrange several staff members in uniform white clothes in the playground to be called angels of love, and distribute love passes to all the couples who enter the playground. A beautifully-made publicity card is marked with information arrangements such as the venue, time and content of the brand promotion activity site, and beautifully-designed brand advertising pictures are used as the card background; If you don't want to arrange for the staff to distribute it, you can also set up a few specially arranged publicity spots with the characteristics of festivals and brand products in the conspicuous position at the entrance, so that couples can come and pick them up.
3. Create brand-specific publicity design: < P > Put some Christmas cards with romantic love stories in various romantic places in the playground in advance, such as flowers, trees, lakes, huts, etc. 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 decided by the organizer according to the scale of the promotion activity.
and the publicity design of theme activities in the playground:
The stage layout such as display boards, balloons and posters to promote the cake brand can be put on the scene of concerts and carnival parties in the playground, and some activities are interspersed in the program, such as answering questions about cake making and love. The "angel of love" sends out a Christmas cake collection roll under the stage; Arrange a beautiful and moving program to interpret the beauty and inherent flavor of the promoted brand cake;
5. The publicity and design of the event site beside the snow:
6. The publicity and design of the event site communicate with the guests:
Soft and beautiful light music is played in the site, so that people who arrive at the site can feel a romantic love atmosphere, and at the same time, it is consistent with the elegant brand connotation of the cake. The music seems to tell a touching love story in a low voice. Set up a booth in the venue to display exquisite attractive cakes and write down the introduction of the cakes. Visitors to the site can get a Christmas love souvenir, half of which can write the content and name of the wish, and the other half can get a beautiful small gift when they buy cakes at the chain store next time. Two beautiful Christmas trees are arranged next to the venue. Couples write down their love wishes on the cards and tie them on the trees to add romantic color.
At the same time, On-site customers can also be invited to fill in simple questionnaires and comments or opinions on the brand. In addition, all the activities mentioned in points 2, 3, 4 and 5 above are ultimately aimed at attracting customers to the brand promotion activity site and deepening their understanding of the brand cake.
On-site LCD TV or exhibition board can also indicate that the theme activity "Thank you for your love!" will be held here at 24:11. Activities at 24:11, such as the venue can accommodate more than 31 people at the same time, can host some live "true love confession" activities, so that couples can tell each other their love for each other. Or in the form of 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 each of the guests at the scene, and the couple will write down the "Love Vows" on the balloon. At 24:11 sharp, the host will play it together.