618 Marketing Promotion Plan Creation Guide, 1 Step to Get It Done

Every marketing plan with soul must not be a pile and list of plan outlines, but a solution based on customer needs that truly helps customers solve key problems.

How to write a proposal so that it can become a sales tool and help you?

Awaken users' consumption needs and then satisfy them with products

The marketing plan for a maternity and baby brand's "Double Eleven Big Promotion"

Online communication: production of short videos, H5 interactive pages, public account articles, etc., KOL (opinion leaders, celebrities, etc.), promotion of Alibaba’s in-site resources, spread through media such as WeChat, Weibo, and Douyin, to achieve tens of millions of levels of communication; offline communication: comprehensive coverage of subways, buses, buildings, etc., with a target coverage of 1 million people; media public relations: XXXX and other media, full coverage and reporting;... At first glance, there is nothing wrong with it, everything that should be there is there.

But in reality, customers still have questions: How do I implement this solution?

When a client asks, "Help me make a marketing plan," he is actually saying, "I have a series of problems (and a budget). Can you help me figure out how to use internal and external resources to solve these problems (spend money wisely)?"

Don't be too confident and think that the client knows nothing and then list all the resources and ways of playing. In fact, it is just the opposite. Customers know more, do more, and have stepped into more pitfalls than you think. They don’t care what you can do, but what you can do to help me?

What if he doesn't tell you his needs and problems?

This is the only way to solve the problem.

Therefore, you must first understand the client's budget situation, brand characteristics, overall assessment goals, historical delivery results, etc. Perhaps if you start from "what is the problem", then "why do we need to solve it", and "what problem can I help you solve" and "how to solve it", you can basically complete the framework and logic of the solution.

You may ask: This method is indeed better, but I may need one month to do the research, but the client only gives me one day, what should I do?

Let me teach you a little trick: use at least 1 to 2 pages to explain the customer's current problem, and add the customer's logo, product pictures, etc. to the proposal. Then spend an extra hour on a phone call with the customer, or search the customer's information online to find clues, and summarize and conclude 1 to 2 important points.

In summary:

A soulful marketing plan must be one that can solve key problems that matter to customers.

After grasping the essence of the marketing plan, there are also some tips to refer to.

First of all, don’t think that the client will really “read” your proposal carefully (clients are really busy). Unless your proposal contains “astonishing” creativity that can change the client’s fate, otherwise you’d better listen to my advice.

A typical marketing plan would be treated like this:

Most solutions are "scanned", and the dwelling time on each page basically does not exceed 7 seconds; even for proposals, each page will probably not exceed 3 minutes (after all, you only have 30 minutes in total, but you have at least 50 pages to introduce); basically your competitors will also participate in the competition, and they will also provide similar solutions to customers. Are you confident that you can do better than them? Therefore, your proposal must be highly refined and summarized.

1. Dissatisfied with their current situation and in urgent need of change

It may be material scarcity in aspects related to maintaining individual survival and human reproduction, such as food, clothing, housing and transportation; it may also be dissatisfaction in spiritual areas such as cognition, aesthetics, communication, morality and creativity.

The creation of the 618 marketing plan should start from the essential functional points of the product, combine with the target user groups or current social phenomena, and use scenario-based language to describe the user's undesirable state, indicating that they can be satisfied by using products or services.

For example: Ant Fortune, together with 16 fund companies including Southern Fund and Wanjia Fund, launched a set of posters with the theme of "The older you are, the less likely anyone will forgive your poverty", because the lack of "money" has brought many inconveniences to people's lives.

Your parents asked you to save money, but you were the only one who knew you had no money to save; you knew all the big-name skincare products, but you only dared to use trial packs; every time you went to a class reunion, you could only take a classmate's car home...

Every word is heart-wrenching, and every scene is so real, hitting the pain points of most people, some of whom have experienced it before and some are experiencing it now. Do you want to change this state of "poverty" and "distress"? think! How to change? Let financial management give life another chance.

From exploring needs to awakening and then to satisfying them, each step is closely linked and none of them can be missing. How much demand you can create depends on how touching your copy is.

1. Refine the spiritual connotation of the product to meet the deeper needs of users

Everyone has the need to pursue a higher quality of life and a more successful life, hoping to fully develop their potential and realize their ideals and ambitions. It is closely related to the pursuit of knowledge, aesthetics, creation, and achievement.

Such demand is universal. Nowadays, with the development and progress of society, users are increasingly using material products to reflect their personality, achievements and status - that is, they want to obtain a higher level of satisfaction.

Based on this, the creation of the 618 marketing plan will no longer emphasize the material functional points of the product, but will focus on describing the added value of the product and connecting it with the user's spirit and values.

Tell them: When you buy or use our products, you will get much more than just surface performance, but love, respect, knowledge...

"1,000 NTD won't buy you a pair of good glasses, but it can buy you Bill Gates' vision" (1,000 NTD is approximately equal to 229 RMB)

This is an advertisement for Eslite Bookstore in Taiwan. It does not say how good the books are or how good the bookstore is, but instead uses a comparative approach, using glasses as a reference to indicate the same price. You can't buy better glasses, but you can choose more valuable books - they can benefit you for a lifetime. Smart people know how to make decisions.

1. Awaken the user's herd mentality and satisfy it with products

When purchasing goods, many users will consciously or unconsciously imitate the purchasing behavior of others. Especially in today's prevalent fan economy, out of admiration, respect, worship and other factors, they will exhibit obvious herd behavior.

Therefore, the focus of creating the 618 leverage plan is to create an opportunity for people to follow the crowd.

For example: when a product has its own spokesperson (celebrity, internet celebrity, film and television figure, social celebrity), or has been used by these people, this can be reflected in the copywriting - "I want to have the same product as the celebrity", "Support your idol with action", "Celebrities are using it". Thereby arousing the motivation of users (especially fans) to imitate and promoting product sales.

In addition, you can also use the "number of people who have purchased" to trigger users' herd mentality, such as the cover copy of the world-famous children's literature short story "The Little Prince": "Global sales have exceeded 200 million copies." Such a large readership is equivalent to telling users: people all over the world are reading this book, and you will be left behind if you don’t read it. Thus, the desire to buy was aroused.

To sum up, the creation of the 618 marketing plan ultimately comes down to just one step: use words to awaken users' consumption needs, and then use products to satisfy them. Only by being good at understanding users’ psychology and having a deep understanding of consumption motivations can one write a sales proposal that works.

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