For marketers, making marketing plans is a common thing, but it is difficult for those who have just entered the industry. Today I will mainly share with you the process and steps of marketing planning methods.

1. Introduction

The rapid development of modern advertising has become a major advantage for social and economic growth. Advertising revenues are growing rapidly, and media is the fastest growing consumer product. The new media business applications that have emerged have become more mature and their value has been further enhanced. The new media is increasingly diverting advertising and user resources from traditional media, and its impact on traditional media is increasing.

In response to the course requirements, I chose a new media to plan and recommend. The new media I chose was the city’s sewer manhole cover; the advertising target was the Bank of China. By using design techniques, the advertisement can be stepped on and felt, giving it a differentiated advertising strategy that is different from other media.

2. Media Strategy

⑴Media theme: Advertisements that can be stepped on. Not only can you watch the ads, but you can also actually step on and feel them with your feet. On the one hand, it enhances the advertising effect, and on the other hand, it implies that Bank of China is down-to-earth, operates steadily, and has strong strength and rich experience, which are its vivid and profound corporate qualities. This is a strategy of differentiating the means of expression and the way of appeal.

⑵ Appeal strategy: the logo of Bank of China.

⑶Advertising design: (see picture) The design of the manhole cover refers to the logo of the Bank of China. The logo is "copied" onto the manhole cover. The design of the Chinese character "中" highlights the texture, and when it is actually put on the market, the surface is made convex through technological means, which gives it a concave and convex visual layering. The audience can feel the texture when walking on it. In addition to deepening the audience's strong visual impression of the copper coin, the prototype of the Bank of China logo, the unique appeal method of touch is used to strengthen the audience's existing impression of the Bank of China.

3. Media Objectives

Competition in the financial industry is fierce, especially in media investment. Bank of China's advertising has always been rational and wise, such as "Bank of China Credit Card in a Small Space" and "Bank of China's Far-Reaching Significance". Its business philosophy, service quality, business level and corporate brand image have established a very high level in the industry and among consumers, so the goal of this media planning is to use new media to create a platform to strengthen the brand impression and depth of Bank of China.

4. Media Market Background Analysis

1. Industry status analysis

The five traditional advertising media: television advertising media, radio advertising media, newspaper advertising media, online advertising media, and outdoor advertising media. The use of these mass media is becoming increasingly saturated. In the context of the ever-changing modern advertising, traditional media can no longer meet the requirements of advertising performance and appeal. The operating pressure on China's traditional media has also gradually increased, and profits have continued to decline. On the other hand, unlike traditional media, new media is more personalized, interactive, and self-organized, making marketing promotion more precise. It has been recognized by advertisers and marketing agencies such as advertising companies and public relations companies. New media has gradually become an important part of corporate integrated marketing.

2. Media SWOT Analysis

Advantages

⑴The total area covered by the sewer manhole cover is quite large, and the resulting audience rate is also quite high. Moreover, its round shape is highly personalized, and its color is mostly dark gray close to the road, giving it a natural feel with the ground. When used as a medium, audiences will not feel that the advertisement is utilitarian when walking on it, but will have a strong sense of psychological closeness and intimacy.

⑵Good timeliness. The fixity and stability of the sewers themselves determine that their coverage is stable and advertising is timely.

⑶Low media costs. Compared with other new media, manhole covers are superior in terms of their ease of operation and low cost.

shortcoming

⑴ The geographical location is special, which is inconsistent with the general media visual habits, and the color is not obvious, so it is difficult to attract the audience's attention.

⑵ The situation of the target audience has not been fully understood, and the appeal is not strong enough. The market influence of new media remains to be tested.

Chance

⑴ The unique round feature of the manhole cover and the iron color combination form the symbol of the Bank of China logo, which determines that it has irreplaceable advantages over other media for Bank of China advertising. This will be a creative creation.

⑵ Advertisements that can be "stepped on" use differentiated advertising performance strategies and have unique appeal methods, which are different from other advertising performances and are superior.

risk

Due to its identity as a new media and its different visual acceptance habits from other new media, the overlooking requirement of the sewer manhole cover has to bear the risk of subverting tradition. At the same time, with such a large advertiser as the Bank of China, the advertising placement is bound to attract special attention from the audience, which carries certain pressure and risks.

3. Product analysis

The Bank of China logo design uses ancient Chinese coins and the Chinese character "中" as the basic shapes. The ancient coin graphic is a circle and a shape frame design, with a square hole in the middle and vertical lines above and below to form the shape of the Chinese character "中", implying that the sky is round and the earth is square, and the economy is the basis. It gives people a feeling of simplicity, stability, and easy recognition. It has a profound meaning and is quite traditional Chinese style. The round shape and color of the manhole cover give the overall feeling of a copper coin, which is very similar to the logo of the Bank of China. At the same time, the round manhole cover is also a symbol of stability, which is consistent with the corporate quality of Bank of China. This is the most important point in choosing advertising media.

4. Competitive Analysis

⑴ In the past, Bank of China’s advertising media were mostly powerful television ads and influential print ads, which have been deeply rooted in the hearts of the people. The audience has recognized Bank of China’s smart and powerful advertising style. This time, the use of new media and the single appeal of Bank of China’s logo image will test the audience’s ability to accept the new face of Bank of China’s advertising.

⑵ The audience's psychological recognition and wide acceptance of traditional media have long covered the field of advertising media. At the same time, other new media that are developing rapidly, with their individuality and superiority that have been recognized by experts and audiences, have created considerable competitive pressure on the new media in this case.

5. Media placement planning

1. Media selection

Use manhole covers as the main media, integrate local influential newspaper media and online media as auxiliary media, and use available media publicity opportunities to carry out integrated marketing.

2. Media placement strategy

⑴ Media integration: In the early stage, the cooperative media is mainly responsible for promoting the main media and media strategy themes, using "advertisements that can be stepped on" as the promotional slogan and implementing it throughout the same period of advertising, creating a mysterious and warm atmosphere, with the purpose of attracting the audience's attention to the ordinary manhole covers in the streets and alleys.

⑵ Delivery scheduling: The main media adopts long-term delivery, and the cooperative media is delivered in the early stage and at the same time as the advertisement. Keep pace with Bank of China promotion activities and industry trends.

⑶ Placement location: The main media should be the manhole covers on roads with heavy traffic. Such as city pedestrian streets, roads with dense office buildings and factories, community and park sections, etc. Auxiliary media place front-page advertisements and main advertisements.

VI. Media Evaluation

The most basic function of an advertising campaign is the delivery of advertising information. Choosing the medium to deliver advertising information is one of the most important aspects of advertising. When companies choose media for advertising, they should make decisions based on current and long-term development strategic goals. The specific reference indicators are:

1. Effective audience: The selected media delivery locations are those with large and uninterrupted traffic flow, and have a monopoly on the potential customers of Bank of China. The expansion of the media audience will lead to the expansion of the effective audience. Moreover, the consumers in these areas basically meet the service requirements of Bank of China.

2. Unit Cost of Advertising

Advertising costs generally include advertising production costs and advertising media costs. From the perspective of production, how to write marketing goals, compared with traditional media and other new media for Bank of China advertising, manhole covers are a new media option with relatively low production and media costs. From the perspective of advertising media, this is measured by the cost per thousand. The more people who receive the advertisement, the lower the cost per thousand, and the company's advertising expenses will naturally be reduced.

3. Advertising time/position

The fact that the manhole cover is located on the ground and the choice of placement determine that it will maximize the advertising media effects and benefits in the specific position.

Click on the text above to expand

How to write a marketing plan for multiple industries Hartlepool

I have been working for many years and have seen many marketing campaign plans, both large and small, and of all kinds. However, I often see some simple cases, which often leave me speechless, so I want to summarize what the planning proposal for the next marketing campaign should look like, what the general content should be, etc. Not every part of the following summary is necessary, nor should every case be written like this. This is just a general post.

1. Marketing activity background information (optional, but necessary)

This part is actually the relevant information before an activity takes place. This information may be the problems encountered, or it may be some preparations made before the activity. This part is not essential. If it is a relatively large-scale marketing campaign, it is recommended that you write it down carefully. This part will allow you to more clearly explain the background of the event and allow you to better understand the various relevant information needed for the event.

2. Purpose of marketing activities (required)

Many students who are engaged in marketing planning often forget this part and start talking about how to do the activity, how to organize it, etc. But the purpose is very important. It is the most direct and simplest description of all the goals to be achieved by a marketing campaign. Don’t underestimate the purpose of this marketing campaign. Although sometimes it is just one or a few sentences, it is very important to think about the purpose clearly and thoroughly.

3. Ideas for marketing activities (simplified version of activity content)

Many marketing plans do not include this part. The main purpose of this part is to explain the main idea of ​​the activity, which is a simple summary of the entire activity. This part is critical for the communication of activities within and outside the team. How to write marketing goals means telling your team members or external relevant personnel what we are going to do roughly.

4. The process, methods, planning, execution, etc. of marketing activities

This part starts with the very specific design content of the event. This part is the part that requires the most space to present in the entire marketing activity. It may include the event process, prize design, execution process of the event, relevant details involved in the event, relevant groups, relevant coordination and so on. If it is written more specifically, it should be an execution manual for an activity. Of course, more specific things should be explained in other documents or pages, but it is indeed a simplified version of the instruction manual.

5. Budget for marketing activities

Many people will forget this part. Of course, many activities may not have any expenses, but the marketing campaign budget is still an important part of a marketing campaign plan. It will tell you how much money it will cost to carry out such an activity, which are the internal resources, which are the resources that need to be coordinated, which are the resources that need to be purchased from outside, etc. This part is very important. When submitting for approval, the bosses may pay more attention to this part besides the purpose and ideas.

6. Other parts

There should be some additional or incidental things in the follow-up, some are related content, some are people who need to be coordinated, some are departments that need to be coordinated, sometimes support from senior management is needed, and so on. It is not necessary, but sometimes it is a good choice to put more information at the end as supplement.

Five standard steps to ensure your plan is truly reliable

Random Thoughts

How to make a project more controllable? The author of this article is here to help you develop a complete set of methodologies (tools) for a perfect project plan. He said that there is not only one answer, but each specific point is a summary of his personal experience of nearly 50 successful or failed project planning, and he hopes it will be useful. enjoy~

Related recommendations:

1.Is new media operation the same as new media marketing?

2. How to conduct new media marketing for niche brands?

3. Analysis of hot spots and topic planning for new media operations!

4. How to write a new media marketing promotion plan!

5. When doing new media marketing in 2019, you must pay attention to these 5 trends!

6. How to write a new media marketing and promotion plan?

7. How to increase the effectiveness of new media marketing promotion by 3 times?

8. New media planning event promotion and operation tool library!

Author: Langge

Source: Marketing Planning Officer