Teach you how to write a perfect product promotion plan in 6 steps!

I have no idea how to promote a new product every time, and I get so exhausted when making a promotion plan. How should I write a good product promotion plan? Today we will use a real case to explain how to make a good product promotion plan.

1. Product positioning analysis

Before making a product promotion plan , you must do a product positioning analysis, what are the functions of your product, and what are your advantages compared with your competitors.

Correct product positioning is the prerequisite for successful product promotion . Before formulating a promotion plan, you must make a detailed analysis of the product's selling points, pricing, target market, target audience, etc. Product positioning is the general direction of the plan. If the positioning is inaccurate, the result can be imagined. The promotion process will definitely be disappointing and full of scars.

Promoting a product is like fighting a war. Product efficacy is the "fist" of our product operation. Only if our fist is strong enough can we fight hard battles and win. All product functions can be refined by following the principle of " our product feature is _____, and when the user _____, it can help users solve _____ problems" . For example, the feature of this article is the skills of writing product promotion plans , and the corresponding effect is that after learning it, you can write a complete product promotion plan. Therefore, you must determine the efficacy of the product so that users can better understand your product and achieve conversion.

As the saying goes, know yourself and know your enemy. If you want to successfully launch a product, it is essential to understand and analyze your competitors. Taking a remote control car I made as an example, I will conduct a comprehensive comparison of products from one or more brands. Finding our "hot selling point" from various indicators and using it as the main selling point, focusing on differentiated selling points will achieve twice the result with half the effort.

2. User portrait and audience analysis

The user's age, gender, and interests are the three main dimensions we use to analyze our audience.

The audience of your product is mainly concentrated in that age group, and the age distribution of the audience determines the layout of your subsequent promotion strategy. For example, the age range of my audience is mainly between 16 and 44 years old, so our subsequent strategy will focus on this group of people in order to achieve our expected goals.

Gender is also a factor we need to consider. The audience of our product is mainly male, so our next main strategy will definitely be centered around the male group, with appropriate operations for the female group. The benefit of doing this is that it can help us clearly define the demographic profile of potential users, which can be used as a direct reference whether we are doing product exposure or advertising.

Interests and hobbies are also a very important dimension of user analysis. Based on our analysis of the audience's interests and hobbies, we can point out the direction for the subsequent development of promotion channels.

3. Media and promotion channels

There have been many wars in the Central Plains since ancient times. The promotion channels are like the Central Plains. They are our battlefield and a battleground for major brands. The smoke of competition continues.

After we have made preparations in the early stages, we need to choose channels to promote our products. Every brand will compete for these channels, and the competition will be extremely fierce.

For our promotion this time, we mainly selected the above six channels: KOL resources, external resources, platform resources, forum resources, event marketing, and self-media resources. Expose your products in all aspects, create topics in a short period of time, attract traffic, and ultimately achieve conversions.

For external resources, we have selected platforms that are highly relevant to our products, such as technology, verticals, and model aircraft, striving to achieve precise marketing and reduce unnecessary waste of funds.

Self-media resources are divided into two parts: paid and KOL resources. This type of self-media resources has a relatively large fan base and a relatively high interaction rate. Creating topics and interactions on these platforms will achieve very good results. The disadvantage is that some platforms charge relatively high fees.

KOL resources can be used through multiple channels, and the most commonly used ones are YouTube reviews, ins reviews, etc. This should be selected based on the characteristics of your own products to find the KOL resources that suit you.

Event marketing mainly focuses on daily event planning, word-of-mouth marketing, and event planning in cooperation with KOL resources.

Forum resources can be mainly divided into brand forum entry, product post release and maintenance, question and answer platform, etc.

The platform resources depend on the discounts and support provided by the platform itself. If your website provides certain discount support, it can also add icing on the cake for your promotion.

The above are the first three points on how to write a good product promotion plan . There are 3 more points that will be updated next time . You can digest these points first and see if you can understand the ideas in these points.

Related reading:

1. Elements and channels of online product promotion plan!

2. Why do product promotion and advertising require calculation?

3.2019 Complete list of product promotion channels!

4. The cost of product promotion is almost zero, how to recruit KOLs?

5. Product promotion: How to place advertisements?

6. Two core elements of product promotion: content and channels

author: SayB2C

source: SayB2C (ID: sayb2c )