How to learn to write promotion planning proposals?

Before making a planning proposal, let us first think about what planning work is? Planning work is actually logical thinking + creativity.

Many people who make plans just make plans for the sake of making plans. Before making plans, they do not think clearly about the goals of the plans or what problems the plans are going to solve. Logical thinking is to think clearly about the goals and framework of the plan, and creativity is how to make the plan well.

Simply put, logical thinking is what to do + how to do it. What is the goal of this plan? How can we achieve this goal? Creativity is about how to make this plan come true?

A complete promotion plan should include the following four parts:

1. Strategy section: Find out the problems that the company currently faces at this stage. What problem should be solved first, why should it be solved, and in what order should it be solved? 2. Traffic part: In order to solve the problem, how to find a good way to mine traffic through testing? 3. Media section What resources can we use, what support can these resources provide, and what is the price? 4. Execution part: What should be done and when, and what is the mechanism for timely adjustment?

The strategy part is logical thinking = what to do + how to do it. The traffic part, media part and execution part are creativity = how to do it well. Many people write plans by looking for templates everywhere on the Internet, copying them everywhere and throwing the plan to the boss. Of course, the boss will not be satisfied. A good planning plan takes at least 10 days! That’s right, it’s 10 days! How to allocate 10 days? What content do you do?

1. Strategy part (3-4 days) Work content: 1. Find the company's goals and then break down the marketing goals 2. Find the problems in marketing 3. Product positioning, determine the core selling points of the product and the target audience Goal: Find the program goals and verify the importance of the goals.

2. Traffic part (3-4 days) Work content: 1. Decompose the specific work goals at different stages 2. Find a stable way to tap traffic 3. Demonstrate the execution of specific work. Objective: Develop a solution framework and traffic mining method

3. Media part (1-2 days) Work content: 1. Media resource report 2. Media resources can provide support. Goal: Arrange the media resources suitable for product drainage for docking.

IV. Execution part (1-2 days) Work content: 1. Execution exhaust table 2. Cost quotation table. Goal: Arrange media resources suitable for product drainage for docking

1. Strategy part (goal: find the solution goal and verify the feasibility of the goal)

1. Use SWOT analysis to determine marketing goals. Products have different marketing goals at different stages. For some startups, their products are in the embryonic stage, and their goal may be to quickly verify whether the business model is feasible? Do users have this demand and will they pay for this product? For example, the o2o door-to-door service that was very popular in the past two years provided a variety of services including door-to-door service, manicure, cleaning, and mobile phone repair. Later, many companies went bankrupt because some of the demands were just false demands and users did not need them.

Therefore, in the embryonic stage of a product, it is necessary to quickly verify whether the product is what users need. When the product reaches maturity, the stage goal may become to quickly acquire traffic and occupy market share! Many leaders make decisions on the spur of the moment when asking their employees to make plans. If you want to convince your leaders, you must learn to use SWOT analysis to determine the goals of the plan. Note: Be sure to do a SWOT analysis based on the stage of the product! Take an education company as an example:

Use SWOT analysis to determine project goals

Then determine the program objectives for this stage:

2. Break down marketing goals step by step and develop a marketing strategy framework. After we have determined the marketing goals in the previous step, we now need to develop a marketing strategy by breaking down the marketing goals. The marketing goal we came up with in the previous step is: to verify the business model and make the company profitable. Only with profitability can we survive! Implement it specifically every month, for example, achieve a monthly income of 100,000 this month! To achieve a monthly income of 100,000, you need to break down the goal step by step.

3. Product positioning: determine the core selling points and target audience of the product.

After we break down the goal into sub-items, to achieve the goal of earning 100,000 yuan per month, we need to refine the core selling points of the product and capture the main target audience: What product? For whom? What problem was solved?

Still taking the education product company mentioned above as an example, what products: online Internet market, operation teaching products for whom: 18-28 year old Internet newbies, what problems does it solve: smooth employment, career change, salary increase.

2. Traffic Part (Developing Traffic Mining Methods)

Once you have determined the goals and framework of the program, you need to find ways to achieve them. For example, we set a goal of earning 100,000 yuan per month in March. To achieve this goal, we need to get 333 effective traffic every day. How can we get this traffic? What content can be used to attract users?

The content comes in the form of videos, articles, picture posters, h5, etc., and there are many channels, such as: WeChat public accounts, Weibo, Toutiao, Zhihu. How do you know what kind of content can attract users? Which channel has a higher user conversion rate? At this time, we need to do testing. Different channels and different content have different conversion effects.

We test the content first. We can create 5 different contents and send them to the same channel. We can determine which content attracts users based on the data results.

To test channels, you can put the same content on 5 different channels to see which channel has the best conversion effect. This way you can know which channel your target users are active on! After doing the test, you will be able to find channels and content with high conversion rates. At this time, you should consider how to amplify this effect and obtain more effective traffic.

3. Media

When you have tested content and channels with high conversion rates, you can consider cooperative promotion to achieve the best results. For example, if the channel with the highest conversion rate you tested is Weibo, then you can consider launching Weibo Fans Channel and looking for big V bloggers in Weibo-related fields to cooperate in promotion. If it is a WeChat official account, you can post advertising articles on the official account, or promote it with accounts of the same scale. In this part, you need to prepare a cost quotation for your boss. Promotion costs money, and your boss is very concerned about where his money is spent and whether it should be spent.

The cost quotation form includes the above elements.

I found a picture for everyone, you can refer to it if you don’t understand.

4. The execution part here refers to the specific work arrangement schedule. List out what time, who, what to do, and what results to achieve. Let everyone who sees this plan know what they should do and when, and what effect can be achieved through this plan. No matter how bad the proposal written according to the template above is, your boss will not easily reject it because he knows that you have thought about it seriously and have your own ideas and thoughts.

Author: The Growth of Carrot Cake

Source: The Growth of Radish Cake (luobodianying)