Internet advertising promotion planning methods!

What is planning? Planning is to simplify complex things and streamline simple things. The core of planning lies in data acquisition and analysis.

1. Overview

Promotion is to spread the value of corporate products and acquire potential customers. It consists of exposure and trust building.

Exposure rate is to maximize the exposure probability of product information in a specified scenario and convey it to people who see it; trust building is to make people who see product information and have needs believe in the value and service guarantee of the product (key points: know and trust), and establish connection with the corporate brand to the greatest extent.

The way brands connect with strangers is through promotion. Promotion is the way for companies to express their appeal and convey their value to the target audience on behalf of their products.

In promotion, a business is like a man who wants to get to know a strange woman. The two were in a multi-person scene together. The man walked towards the woman, introduced his name, occupation, age and other relevant information, and expressed his desire to be friends with her. Women will be wary of men who appear unexpectedly. At this time, the man only needs to prove his purpose and gain her interest, and the two will be able to establish a connection.

Interpretation: When a man proves his purpose, he is gaining the woman's trust, which is trust building; when a man gains the woman's interest, it is the accurate transmission of value; when a man takes the initiative to introduce himself, it is to let the woman know himself in a multi-person scene.

Promotion must be organized. After consumers become interested in the company's products and become potential customers, they must also be guided to the terminal sales channels for buying and selling transactions. Just like when a woman is interested, the man should ask her out to a setting where they can have a quiet chat and get to know each other.

Spreading a value, guiding a concept, and shaping a relationship, this is the sentence I summarized in July 2018.

2. Market analysis

Market analysis is to analyze the supply and demand situation in the market so that products can find more sales opportunities. Market analysis is the foundation of marketing, without it there will be no subsequent marketing plan. Its analysis process is guided by product value, and it analyzes consumers, industries, markets, competition, and policies from multiple angles to see whether they can provide more sales opportunities for corporate products.

For example, for a food delivery restaurant, its food positioning determines its target audience. Food solves the problem of having a full meal, so its positioning is a full meal, and it solves the problem of people eating at mealtimes. Its target groups are white-collar workers in office buildings, people who have no skills at home, street salesmen, game players in Internet cafes, etc.

By analyzing their purchasing purpose, purchasing method, purchasing time and purchasing habits, we can find out the value of food they are looking for. Is it practical, trendy, unique, delicious, branded, low-priced, quick, good-looking, or special hobby value?

Then, based on the strengths and weaknesses of our competitors, we can identify the communication value points, scenarios, and methods for our target audience and ultimately gain consumer recognition.

Food delivery platforms are wreaking havoc on the food delivery industry. Will you really have no orders if you don’t use the platforms? It is people who eat, and takeaway merchants are in the business of "people who want to eat". As long as they have a sufficient understanding of the preferences of target consumers in this area and the strengths and weaknesses of their competitors, they can develop food that consumers like from the food side. Then, use the WeChat official account to manage the meals and deliver them by group logistics. In terms of promotion, if you find the communication value points, communication scenarios, and communication methods, you can quickly gain the recognition of consumers.

The reason why many of these takeaway businesses fail is that they don’t understand what consumers want, put the wrong effort into the food, and ultimately fail. Food is the core, the mall is the tool, and promotion is only auxiliary.

If you search the keyword “takeout” on WeChat official accounts, you will find some small and beautiful takeout businesses that are operating quite well.

Friends who want to learn system analysis skills can sign up for consultation. Do not use models, discover problems from business processes and analyze based on actual situations.

3. Communication Principle

SMCR model: Berlow's communication model is a knowledge category in "Mass Communication", which is the framework of "communication". (The core of communication lies in value transfer)

(1) Information source: the source of information dissemination, which is the one who conveys value; Q

(2) Message: the content of the communication, which is the solution to the problem;

(3) Channel: communication path;

(4) Receiver: The person who receives the information. It is the object of the communicator’s appeal.

The value of Internet communication

(1) Practical collection value: material, problem value, thinking enlightenment, knowledge reserve, etc.;

(2) Show-off value: discovering unique objects, events, and people;

(3) Communication value: communication behaviors such as opinions, interests, learning, and events;

(4) Preference values: recognition, respect, and preference.

Topic creation: The topic is also the theme of the copy. People in the same scene discuss this topic together. Some support it, some oppose it, but no friends are invited. This is a direct topic without a background story. Indirect topics have background stories, characters, time, place, plot, and environment, just like a novel.

The purpose of communication is to increase the exposure of product information in a specified scenario, and the methods include direct and indirect exposure. The media of communication are people, things and events, and the symbols of expression are text, pictures, voice, video and live broadcast. Direct exposure means that the consumer himself knows the product information directly, and indirect exposure means that the consumer needs to know the product information through a third party or thing.

The ways of exposing product information are just like the six “promotion types” at the end of the article. Exposure techniques require understanding of channel rules.

4. Promotion Type

(1) Personal promotion: Using people to convey the value of the product. The advantage is that the value of the product can be conveyed to the target consumers very clearly. The disadvantage is that the exposure rate of people conveying value is limited, and one person can only speak to one person at a time.

(ii) Event promotion: conveying the value of the product through events. For example, conference marketing, XX competition, etc.

(III) Cooperative promotion: The partner promotes our corporate products in his terminal channels.

(IV) Business promotion: reduce the original value of the product to attract potential customers, such as selling beer at 1 yuan per bottle at a beer festival.

(V) Media Promotion: Media is the channel for disseminating various types of information - media/Internet platform. Media promotion is the process of delivering product value to readers/users in the channel through media/Internet platforms.

(6) Advertising promotion: convey the value of the product to the public through paid channels.

Author: Internet

Source: Internet