Epic planning and promotion methodology!

As usual, I will first report on the situation in this year. There are four things worth talking to you about.

The first is the accumulation of valuable experience in practical trading.

This year may be the year with the most projects I have participated in since I started working, and the project types are also very diverse, including variety show sponsorship, social marketing, talent collaboration, advertising, event marketing, leveraged marketing, offline flash mobs, content marketing, and so on.

Under such an ultra-high-density and intensive work rhythm, the practical capabilities have undoubtedly been qualitatively improved; more importantly, more marketing possibilities for brand-effect linkage have been explored. Many practitioners only regard brand-effect linkage as an empty concept for packaging solutions and fooling the boss, but are at a loss when it comes to actually putting brand-effect into action and cannot find the correct entry point.

Because it is extremely difficult to strike a balance between brand tone and conversion effect, it requires close collaboration between the brand marketing department and the operations department/e-commerce department, and sometimes even departments like customer service, after-sales, data, and technology have to be involved; at the same time, the work responsibilities and goals of several departments must be clear and specific. For example, the brand marketing department is responsible for communication and traffic, the operations/e-commerce department is responsible for taking over and converting traffic, the customer service and after-sales department is responsible for tracking and converting sales leaders, and the data department provides feedback on traffic effects in order to timely adjust optimization strategies.

In short, the core premise of brand-effect linkage is that all departments work together for the same goal under the condition of clear responsibilities.

Secondly, I managed the brand research work in depth.

Brand research is an indispensable part of the brand marketing department or even a company. Its core functions include " brand asset and competitiveness assessment, user behavior and attitude analysis, and marketing campaign effectiveness analysis ".

Brand equity and competitiveness assessment: including the position of brand indicators such as brand awareness, reputation, loyalty, etc. in the industry, the conversion rate from brand awareness to purchase, brand competitiveness, brand equity awareness and other brand health assessments, and brand image perception analysis at the functional and emotional levels.

User behavior and attitude analysis: mainly investigates users’ feedback on brands at the attitude and action levels, including the channels through which users obtain brand information, the driving factors and considerations that lead to purchasing behavior, the purchase links and channels, and the degree of demand for product categories.

Marketing campaign effectiveness evaluation: You can review and evaluate the effectiveness of a marketing campaign , such as campaign awareness indicators such as campaign reach, participation rate, information transmission, memory rate, campaign evaluation indicators such as campaign preference and recognition, and the impact of the campaign on brand cognition and behavior.

Brand research can be conducted separately or in combination through quantitative research and qualitative research. Quantitative research mainly solves the problem of "what is it" and pays more attention to the breadth of facts and phenomena in presenting problems. The most commonly used means are online and offline survey questionnaires; qualitative research tends to solve the problem of "WHY why" and explores the reasons behind facts and phenomena to present the depth of problems. Common means include focus groups, 1V1 in-depth interviews, etc.

Let’s also talk about being a judge and winning awards.

I am honored to be invited to be a judge for several advertising festivals. I have judged more than 500 marketing cases, and my own strategic and creative levels have been improved through learning while judging. At the same time, I have found that with the diversification of technology and media, the means for brands to achieve marketing goals have become increasingly diverse, which is both a challenge and an opportunity for the advertising industry.

The challenge is that advertisers cannot just stick to old skills, but must constantly learn new knowledge and understand new culture; the opportunity is that the space and imagination for advertising marketing have become larger, and even many media platforms, MCN agencies, etc. can produce excellent marketing cases, and they rely on powerful technical data, or grasp the mainstream social trends, to make marketing more pragmatic, efficient and scientific.

I believe that most people in the workplace have encountered a state where they don’t want to do anything for a period of time, are in a bad mood at work, and cannot gain a sense of accomplishment from their work. However, after a period of adjustment, they can usually return to their normal state. Some people call this phenomenon "irregular periods" at work.

However, in the first half of the year, I was influenced by some objective circumstances and subjective consciousness, which caused me to fall into an unprecedented black hole of state. I was unable to get out of the long-term depression, and in the end I even began to have serious self-doubt. Under such circumstances, completing any work task seems extremely difficult and uncomfortable.

After realizing the seriousness of the problem, I began to implement a self-rescue plan: first, I solved the objective environmental problems, actively looked for the root causes of the problems, developed detailed and meticulous improvement plans and action plans, and found a sense of balance in getting along with people and things in the objective world. Then in terms of subjective consciousness, I met and chatted with many friends, read some psychology books, learned Zen meditation, and consciously looked at things with an optimistic mindset.

After 4-5 months of hard struggle with myself, I finally got myself back to my full self and embraced my confident, sunny, positive and eloquent self again.

Regarding the four most basic conceptual words in the planning field, " strategy, planning, strategy, and tactics ", there have been very detailed explanations and examples in the 2.0 version of the planning methodology, so this article will only slightly optimize the original content.

"Strategy, planning, strategy, and tactics" are broad-ranging and macro-conceptual terms that we often use in the process of formulating marketing plans or advertising communication plans to frame the core themes and general directions of thinking about problems.

However, even for experienced marketing and advertising professionals who have been working in the field for many years, it is difficult to explain the specific meanings and differences of these concepts in a concise and clear manner. Precisely because they are too abstract, different people often have different understandings of them. Therefore, it is necessary to first introduce these main concepts clearly and understand them thoroughly before moving on to the next step.

Many people may think that talking about concepts is vague and it is better to get straight to the point and be practical. However, they do not realize that equal understanding of information is the basic condition for healthy communication. When two people do not understand the information on the same channel, it is easy to cause an awkward situation in communication where everyone is talking at cross purposes and no one agrees with anyone else.

The official explanation of strategy is "Strategy is a long-term plan that is planned from a global perspective. It is an ambitious goal. It often takes a long time to plan a strategy, formulate a strategy, and achieve its goals ." Distill a few of the most key words: overall, long-term, and goal . Therefore, strategy can be understood as the long-term goal formulated by the enterprise based on global considerations.

Strategy is one of the important implementation links of strategy, which usually includes " studying the market environment and consumers, analyzing and thinking about the current situation of the enterprise, finding problems and difficulties, and proposing solutions ". It is a thinking logic of why to take action and the direction of action . Therefore, we can understand strategy as the method and model for enterprises to discover problems, solve problems and achieve goals.

Tactics are some specific action plans under the umbrella of strategic goals and tactical methods, such as who to do what, when and where. Therefore, tactics need to be more practical, which can be understood as the specific implementation measures taken by enterprises based on strategies and policies.

Compared with "strategy, tactics and tactics", planning is more universal and has more application scenarios. Any planned behavior can be called planning. Therefore, I believe that a planning scheme is more of a complete planning system formulated by an enterprise, which can include all of strategy, tactics and tactics, or it can only include one of the three.

Let's take an example of buying a ticket to go home for the New Year to strengthen our understanding of these concepts:

Xiao Shi is from Changsha and works in Shanghai. As the Spring Festival approaches, he has not yet bought a ticket to go home for the New Year. So what strategy, tactics and plan should he use to buy the ticket? What kind of plan should he plan so that he can go home smoothly for the New Year?

First of all, his strategic goal was very clear, which was to rush back to Changsha before New Year’s Eve to spend the Spring Festival with his parents.

Then he conducted a strategic analysis and thinking based on the current situation: air tickets during the Spring Festival are too expensive, far beyond his affordability, so he gave up decisively; train tickets are very tight, and whether he can get one depends entirely on luck. They can be used as an alternative, but he cannot bet everything on this single channel.

Just when he was frowning, he suddenly remembered a group of Hunan fellow villagers a while ago. He saw someone looking for a partner who could drive to take a SF Express car home. The journey from Shanghai to Changsha is more than a thousand kilometers, and it is easy and safe for several people to take turns driving. At the same time, they can share the fuel costs together.

After comprehensive consideration, hitchhiking with a fellow villager is the most reliable and appropriate way, so "hitting a ride with a fellow villager" has become his core strategy to go home for the New Year.

The next step is to execute a series of tactics: find fellow villagers who are driving home for the New Year and need companions in hometown groups, WeChat Moments, social platforms, etc.; negotiate important matters such as the date of return, route, postage sharing, and exchange of driving; prepare food, milk, water, drinks and other supplies necessary for the journey in advance...

The above planning system, which is composed of the "strategic goal of returning home for the New Year, the strategy of hitchhiking with fellow villagers, and execution tactics such as contacting fellow villagers/negotiating matters/preparing supplies", has formed a complete planning program.

Planning is a typical complex job that requires a person's comprehensive ability and depth of knowledge. Therefore, if you want to become a top planner, consolidating basic skills is an extremely important first step; and some of these basic skills must be mastered by planners, and through continuous practice, these abilities must be internalized in the heart, reaching the state of having a plan in mind and not being afraid of conquering the world.

Learning ability

Planners need to continuously output brainpower and knowledge, and the premise of high-quality output is efficient and high-quality input. This is a great test of the planner's learning ability. A more vivid description is that they need to have the ability to "eat weeds and produce white milk."

Research and analysis skills

Draw valuable experience from other people's cases, successfully avoid pitfalls in planning and execution, find patterns and commonalities from massive amounts of data and information. Therefore, the level of research ability determines the bottom line of the planner's output.

Insight

Insight is a word that is mentioned very frequently in the planning field, so I will focus on it. Personal understanding and insight and deep thinking abilities complement each other. The goals of both are to discover the real reasons and principles behind things and see the essence of things.

We can use the 5Why thinking method to gain insight into the root cause of a problem. The 5Why method means asking why a problem occurs multiple times in a row until the most fundamental cause is found.

For example, if you have been suffering from insomnia recently, most people’s instinct would be to take some sleeping pills or listen to hypnotic music. If you have some thinking ability, you may wonder why you suffer from insomnia at night? It turned out that I had taken on several big projects recently, which caused me to always think about work when I went to bed. After thinking about it, the solution you come up with will be much better than just taking sleeping pills.

But things don’t end like this, you still have to continue asking yourself: Why can’t you let go of work when you go to bed at night? It turned out that the sudden increase in workload disrupted my work rhythm. I was busy every day and my work efficiency dropped a lot. I was worried that I would not be able to complete my work tasks well.

Now you must know it, but you still want to ask: Why are you so busy and inefficient at work? The confusion during the progress was caused by not taking the initiative to sort out the time rhythm and work tasks of several projects. Why isn’t there a rhythm and task list for the project? Because I am disturbed by various unimportant little things every day, a lot of time and energy are wasted.

Now the correct way to solve the insomnia problem is very clear: assign unimportant tasks to other people or put them at a lower priority, take time to sort out the project's progress rhythm and task list, and eliminate the anxiety caused by work. This way, you can completely solve the insomnia problem from the root.

Structural thinking and logical thinking

If you want to sort things out in an orderly manner and express your views concisely and clearly, you need to master structural thinking and logical ability. There are some important principles about structural thinking and logical ability that can help us develop this ability scientifically and efficiently.

First, let’s talk about the first principle, “argumentation analogy” , which represents “ conclusion first, organization from the lower to the upper, classification and grouping, and logical progression ”. Putting the conclusion first is the most intuitive embodiment of generalizing before dividing, first the framework then the details, first the summary then the specifics, first the conclusion then the reasons, first the important then the secondary; this way of expressing the problem can allow the audience to quickly get the core meaning we want to express, and help the audience understand the content according to our own thoughts.

Our conclusions often need to be supported by sufficient reasons to be more convincing and greatly improve communication effectiveness and efficiency. This is the following system in structural thinking. The brain's short-term memory usually cannot hold more than seven items at a time. If the speaker can classify and group them accurately and clearly, it will be easier for the audience to remember and make their thinking more organized. Each group of thoughts needs to be organized in a certain logical order. This logical order is in line with people’s habits of understanding and observing things and is easier to remember. Time logic, structural logic and importance logic are common logical orders in life and work.

There is also a golden rule called "MECE" , which is widely used in consulting companies. MECE (Mutually Exclusive Collectively Exhaustive) is translated into Chinese as "mutually independent and completely exhaustive". Mutual independence means that the subdivision of the problems is in the same dimension and is clearly distinguished and non-overlapping, and "completely exhaustive" means comprehensive and thorough. It is an important principle proposed by Barbara Minto in the book "The Pyramid Principle" and is also a criterion in McKinsey's thinking process.

Logical arguments can never avoid "induction" and "deduction". Inductive arguments are to classify and group a group of ideas with the same characteristics and summarize the conclusions, which conforms to the human thinking habit and makes implicit experience explicit; deductive arguments are a summary of the deductive process, focusing on the conclusion of the last step in the deductive reasoning process. Its argument structure follows the syllogism of "major premise, minor premise and conclusion".

Speech expression ability

Many planners with outstanding abilities can make perfect plans, but are unable to replicate and share their experiences with others due to their limited speaking ability. This may be because they are shy or they are naturally not good at expressing themselves. In short, the importance of speaking ability to planners is self-evident. This ability can be effectively improved through long-term deliberate practice, so I will not go into details here.

Overall coordination ability

When collaborating across departments and teams, planners need to take a higher perspective to think about and control the project as a whole, and often assume the role of coordinator: dividing up work tasks so that everyone can perform their duties, developing project implementation plans and timelines, and figuring out how to clearly integrate various independent outputs together, etc. These all require planners to continuously accumulate experience in actual work.

Marketing planning itself is an extremely complex system. Every link from product research and development - publicity and promotion - channel sales to customer management is inseparable from planning. Therefore, marketing planning can be roughly divided into brand planning, market planning, content planning, and communication planning according to the application scenario. The following will explain the concepts of these planning natures one by one and clearly define their responsibilities.

Brand Planning

Brand planning is mainly about solving the problems of long-term influence and user awareness, and building an indestructible moat for the company by occupying the minds of users and accumulating brand assets. The scope of brand planning work usually includes brand research, brand positioning, brand symbols, brand core values, brand image, brand story, brand relationship, etc.

Marketing Planning

In order to solve competition and sales problems, the 4P theory can be fully interpreted, namely product strategy, price strategy, channel strategy and operation strategy . Internet technology has made the sales methods of enterprises extremely detailed and complex. Therefore, I think it is more comprehensive and accurate to replace the promotion strategy in 4P with operation strategy.

Product strategy: Based on in-depth research on the market environment and consumers, design products that meet market demand and launch them into the market; at the same time, the company's product strategy is not static, and must be constantly iterated as the market environment changes and consumer preferences change.

Take two-wheeled electric vehicles as an example. A few years ago, most of the electric scooters on the road were electric scooters. This is because compared with electric bicycles, electric scooters have overwhelming advantages in all aspects (power, endurance, speed, space, appearance, etc.), and electric self-driving bikes can only cover a small part of the market among women and the elderly. For electric vehicle companies, their product strategy must be to design a variety of electric scooters as the main popular models, and use a small number of electric self-driving bikes as supplements.

In the past two years, many cities have introduced new policies that only allow electric bicycles that are slower, safer and meet new national standards to be registered. Therefore, the product strategies of electric vehicle companies must also be adjusted according to changes in the market environment and policies in order to adapt to market demand.

Price strategy: Set prices that meet consumer expectations and corporate profit goals based on product costs, market positioning, and competitor pricing.

The level of pricing does not entirely depend on cost, but on the consumer's sense of value of the product. There is a very classic pricing principle called "price targeting": that is, to associate your own products with other products in a specific way to influence consumers' value judgment of the products.

A classic example is Starbucks selling mineral water. In Starbucks, you will find that Evian mineral water is sold at 20-30 yuan per bottle. An organization specifically surveyed Starbucks employees and found that basically no one buys mineral water. Then why should it be placed in a very conspicuous position in the store?

The principle of price targeting is used here. First of all, Evian mineral water, as a noble water, can create a high-end environment and enhance the user's psychological perception of the value of coffee. Secondly, the price of Starbucks coffee is 30-40 yuan. When consumers find that a bottle of mineral water also costs 30 yuan, they will feel that the cost-effectiveness of the 30 yuan coffee is very high.

Place channel strategy: that is, choosing a combination of sales channels. The channels should usually be able to accurately cover the consumer's reach scenarios . This is why it is very common for competitors to concentrate their business in one area, such as computer malls, hardware malls, flower markets, food streets, etc.

The most common offline sales channels include "self-operated stores, store shelves, supermarket counters, sales cooperation points, cross-industry cooperation channels, ground promotion points, pop-up stores" and so on.

Common online channels include "official mall/APP/micro mall and other proprietary channels, Tmall/JD.com/Pinduoduo and other traditional EC channels, Yanxuan Crowdfunding/Necessary Mall and other innovative channels, Youzan/mini programs/live streaming and other social channels".

Promotion operation strategy: what kind of publicity and promotional means should be used to enable consumers to complete the complete conversion chain of "knowledge-interest-purchase-recommendation"; formulate attractive promotional policies to increase the probability of consumers' purchases , such as limited-time specials, discounts for purchases over a certain amount, fission sharing to get coupons, benefits for old customers to bring in new customers, bargaining and group buying, etc.

Content Planning

Content planning is equivalent to the weapons and ammunition used by enterprises to hit consumers. High-quality content is as lethal as nuclear weapons, inspiring consumers to spread and share it crazily, while low-quality content is useless except for disturbing consumers. Common content planning includes creative planning, event planning, IP cross-border cooperation, program content customization, etc.

Communication Planning

Communication planning is the means of delivering content and information to consumers. In the age of information explosion, even the best wine will not be popular if it is not well known. Marketers must be able to develop an effective combination of communication methods to deliver valuable content to people in need. Communication planning is based on the company's resources and communication budget, and scientifically integrates media planning, social communication, interactive communication, public relations planning, etc. to maximize communication effects.

From here we officially begin the practical introduction to planning. When we receive a brief for a marketing planning project, where should we start? What rhythm and framework should be followed to carry out work in an orderly manner? What are the important things that need to be done and paid attention to? How to implement ideas better? How to improve capabilities and accumulate experience in projects?

Phase 1: Research the market and business

1.1 Sorting out needs and goals

Any plan exists to "solve problems" or "produce effects", so before formally writing the plan, it is very necessary to communicate with the party proposing the requirements many times. Only in this way can you understand clearly what the purpose of this plan is and what problems it needs to solve.

The objectives of a marketing plan typically include: market and user research? Brand strategy and positioning? Brand event? Competitive analysis? Consumer insights? New product launch promotion? Boost sales? Traffic and user operations? Advertising, communication and creativity? Social marketing? Media placement plan? PR public relations? etc.

Take a luxury brand A as an example. The global spread of the epidemic has caused the luxury industry to encounter an unprecedented crisis. The most important thing for Brand A in the past two years is to survive this period, so the needs and goals of Brand A can be broken down into two parts: increasing revenue and reducing expenditure. With clear goals, we can easily find the correct strategic thinking direction.

For example, in terms of open source, you can do live broadcasts online to open up new sales models, train store employees to operate private domain traffic, and appropriately reduce prices and offer discounts to ensure cash flow. There are many ways to save money, such as closing stores with poor profitability and in epidemic-stricken areas, reducing advertising budgets in the brand market and transferring them to the EC e-commerce department, and canceling annual fashion shows.

Only when you fully understand the needs and goals can you find the angle to think about the solution and ensure that the general direction is not wrong.

1.2 Market and User Research

At the beginning of the article, the role and importance of research were introduced. Market research allows us to quickly grasp the market situation, the company's position in the industry, and its market competitiveness. At the same time, we can also hear the real voices and needs from users, what users' needs are, what needs are not met, what old users think of the company, and how potential users perceive the company's products and brands.

Usually, we can first use the statistics of quantitative research to determine the general direction and find important points of concern, and then conduct further qualitative research on key issues to help find the real reasons and reasons behind the problems. This will enable planners to know themselves and their opponents and advance the project with greater confidence.

Research and investigation work is extremely challenging for marketing planners. Usually only experienced planners can skillfully use various research methods and tools and quickly discover valuable clues through the research conclusions. Of course, as long as junior planners learn more, practice more and think more, they will also gain a lot in the process.

1.3 Organize and digest information

In order to be as familiar as possible with the overall situation of the project, you need to organize and collect a large amount of information.

For example, when making a brand positioning plan, the information usually needed includes: market environment and trends, policy direction, social and cultural background, brand and product introduction, competitor brands and products, competitor market actions, consumer attributes and behaviors, consumer perception of the brand (which may not be ready-made and may need to be obtained after research), etc.

Websites that collect reports include 199IT, iResearch, Useit Knowledge Base, Discovery Report, CBNdata, Penguin Think Tank, Analysys, Alibaba Research Institute , etc. Websites that collect marketing cases include Mad Men, Shuying.com, Meihua.com, TOPYS, Online Advertising Community, Adgate, Socialbeta , etc.

Of course, Baidu, Zhihu, WeChat, etc. are also very good platforms for collecting information, but the use of search keywords is a very sophisticated art, and you need to consciously practice your ability to collect information.

Although organizing and collecting information is a rather boring task, as long as you master some collecting techniques, the speed will become faster and faster; however, for many planners, digesting the information is a painful and arduous task.

In a short period of time, you not only have to read all the information, but also understand and digest it, which is both physically and mentally demanding. But this is an indispensable and important link. Only by mastering enough information can we provide sufficient ammunition support for the subsequent idea output.

1.4 Sorting out important clues

Some information is available for immediate use, such as brand and product introductions, market environment and trends, etc. But most of the information must be further studied and analyzed in order to find valuable clues and draw the conclusions we need.

For example, when we get marketing materials of competitors, we have to study what its marketing strategy is? What are some commonly used marketing methods? What are the good things that are worth learning from? What are the areas that need to be avoided?

For example, once we obtain consumer information, we need to extract a three-dimensional consumer picture based on their basic attributes, social attributes, behavioral characteristics, etc., to help us fully and deeply understand all aspects of the consumer.

Phase 2: Developing a strategic approach

The previous stage of fully understanding marketing needs and goals, organizing and collecting information, and further research and investigation usually consumes a huge amount of our time and energy, but they are necessary steps; these are all preparations for the formulation of strategic policies in the second phase. Only through sufficient study, research, thinking and analysis can we accurately extract the core strategy of the project and formulate a fatal solution!

2.1 Identifying core topics

Charles Gidelin, a management consultant for General Motors in the United States, once proposed a famous Gidelin's Law: If you state the problem clearly, you have already solved half of it. This fully demonstrates that identifying the core issue is a very critical link in dealing with any work or matter.

The core question can usually be considered from the following perspectives: Does it conform to the industry market environment and mainstream social culture? Are the concepts conveyed by the brand and the values ​​satisfied by the products correct? Compared with its competitors, does the company have absolute advantages or uniqueness? Is the definition of target consumers accurate? What other potential consumer groups are there? wait

Let’s take the example of luxury brand A. We have mentioned many ways to increase revenue and reduce costs, but which ones are the most effective? What measures can solve the current urgent problems? We can preliminarily judge that launching online live streaming to sell goods, increasing investment in EC, and training store staff to operate private domain traffic are feasible approaches.

However, the specific strategy to be fully invested in for the S-Class requires further small-scale testing. Therefore, for Brand A, the most important core issue this year is to test the most effective way to increase revenue and reduce costs.

The topic of refining a plan is like a doctor examining a patient. He first asks the patient to do some examinations and asks about his physical symptoms. After diagnosing the core cause of the disease, he prescribes the right medicine and gives a reasonable treatment plan.

2.2 Propose a solution

After diagnosing the problem, what methods should be used to solve the problem or achieve the goal? Usually, both the first-party enterprise and the second-party agency have some mature methodologies to solve marketing problems;

For example, Ogilvy's "360 Brand Compass", Roland Berger's "PROFIL Consumer Value Model", Leo Burnett's "Humankind Creative Concept", JWT's "Total Branding", H&H's "Super Symbol", Ye Maozhong's "Conflict Theory", Tian & Kong's "Social Great Creativity", as well as the growth hackers, traffic pools, five lines of growth, long tail theories that are popular in the Internet era are all authoritative and mature methodologies.

The more methodologies you master, and the more you integrate and use them in combination, the higher the quality of problem solving will be. This is why in martial arts novels, if a martial artist has learned a lot of kung fu, the standard for measuring whether he can truly become a martial arts master is not how many moves he has remembered, but how many he has forgotten.

Because the process of forgetting is the process of understanding and integration. Only when you understand and apply it flexibly can you truly master it. This is the true meaning of no strategy is better than having one, and the same principle applies to work.

I have been constantly summarizing and thinking about my work and study over the years, and have accumulated some very suitable marketing models, thinking models and doing models for me. These models are usually stored deep in my mind. When I encounter specific problems, I will call out the corresponding model to solve the problem.

For example, Heytea’s POEM marketing model consists of four sections: Prior personal perception, Others reputation, Environment external environment, and Marketing corporate marketing. These four dimensions are indispensable for cost-effective marketing.

Prior personal perception can also be explained by 4P. First of all, high-quality products are undoubtedly the best marketing means. Then users will form personal perceptions of brands and products based on price, purchase channels and promotional activities.

Word of mouth from others is one of the most important factors influencing our purchasing decisions. Checking users’ word-of-mouth reviews on Dianping, social media, and detail pages has become a necessary step in purchasing products.

The external environment includes user insights and industry environment. The development and changes of the market and social environment directly affect what products we should develop, what sales channels we use, what marketing strategies we adopt, etc.

Marketing is an implicit driving force. It shows affinity by interacting with users on social media, uses PR methods to endorse the credibility of the company, and crosses borders to ensure the brand's style and enhance favorability.

Based on such a model, Heytea's marketing has a direction and criteria for action, and is implemented in an orderly manner; here is the Heytea POEM marketing mind map

The accumulation of models mainly relies on three means:

Learn some classic and useful models, apply them in practice and keep practicing to master them.

Based on the models proposed by others, improve them according to your own understanding.

In actual combat, we continue to accumulate experience and think hard, and summarize some effective models.

2.3 Evaluating the Solution

All roads lead to Rome. There is no single solution to any problem. We often need a sharp eye to choose the best solution to make things perfect. The quadrant evaluation method and scenario priority evaluation method are relatively scientific and commonly used evaluation models when making decisions.

The quadrant evaluation method usually involves drawing four quadrants on paper, with the horizontal axis representing feasibility and the vertical axis representing solution effect. By placing each solution in the corresponding position in the four quadrants, it becomes clear which one is better or worse.

The scenario priority evaluation method can provide a more comprehensive consideration from the user perspective and the business perspective . For example, user needs, usage frequency, product experience, etc. belong to the user perspective, while technical feasibility, competitive advantages, market size, commercial results, etc. belong to the business perspective.

For example, when planning an innovative insurance product for young people, many SKUs come to mind, such as breakup insurance, mobile phone screen breakage insurance, overtime insurance, depression insurance, obesity insurance, plastic surgery insurance, no salary increase insurance, traffic jam insurance, etc. Based on our four-quadrant assessment based on demand and feasibility, it is easy to find that screen breakage insurance and traffic jam insurance are more suitable products to launch.

Phase 3: Implementation plan

After clearly defining the problem and developing the best solution, the next step is to refine the specific implementation plan and pace, provide full guidance and follow-up during the implementation process, and do everything possible to ensure maximum implementation results.

3.1 Refine the Implementation Plan

"Strategy is fun, but execution is a nightmare" is a phrase many planners like to use to mock themselves, which shows that there is often a huge gap between strategy and execution. Therefore, strategy formulation is only the first step to success, and proposing a feasible implementation plan based on this is also of utmost importance.

In a complete marketing plan, the execution plan under the strategy usually covers the following sections:

Content creative output , common online and offline communication materials include slogans, TVC, main KV, posters, H5, interactive games, etc.

Common event promotions include cross-border marketing activities, consumer interactive activities, pop-up stores, and door-to-door promotions.

Media placement plan , traditional media include TV, outdoor, elevators, magazines, light boxes, etc.; there are also digital media placements such as various websites and apps, programmatic DSP, smart TVs, TV dramas and variety shows implantation, etc.

When it comes to operational conversion , how can we successfully convert the traffic generated by content and delivery into orders? This requires the formulation of correct operational plans such as product acceptance, promotional preferential policies, fission activities, and conversion guidance mechanisms.

Social communication usually includes the daily operation of social platform self-media and social communication activities with topics and interactions; the former tends to be daily maintenance and communication with users, while the latter tends to be more integrated marketing campaigns.

PR publicity , including online and offline press conferences, event marketing, KOL promotion, PR promotional materials, CRM management, public opinion monitoring and maintenance, etc.

However, completing such a huge implementation plan involves a wide range of professional knowledge and skills. No matter how awesome and versatile a planner is, it is impossible for one person to handle all the content in the plan.

At this time, the planner has to come forward to take on the role of project Owner, coordinate the human resources and resources of other relevant departments, and jointly supplement and improve the plan:

For example, Slogan, TVC scripts, event creativity, etc. need to be discussed with the copywriting; main KV, event demo, TVC storyboard and other materials must be designed and produced; media strategies, placement combinations and effect estimates need to be completed by the medium;

For online interactive H5, mini games, mini programs, etc. involved in the development, you must confirm with the technical department in advance whether the functions can be implemented; at the same time, Social content, operation conversion activities, live broadcasts, etc., it is best to invite new media operators to participate in the planning.

3.2 Follow up on the execution process

Many planners believe that planning is to use a strategic perspective and systematic thinking, and to examine macro issues with a high attitude to formulate strategic directions, and to throw real implementation to the execution team. If the effect is good, the strategic guidance is good, and the effect is poor, the execution is inadequate.

This kind of planner who completely excludes himself from execution is difficult to reach a relatively high level. First of all, the implementation of ideas cannot be separated from the guidance of the strategy, and you cannot guarantee that the executor has clearly understood your ideas; secondly, it is impossible to form a strong sense of business in the front-line execution, which makes it easy to be imaginative and unable to implement it during planning.

Stage 4: Review and summary

Reviewing is an extremely important link to review, reflect and study the project execution process, so as to improve and optimize it in the future . For enterprises, they can seek profits and avoid harm and summarize valuable experiences, do a better job in the next time, and improve the efficiency of the company's contract. For individuals, review after the project is completed is one of the most effective ways to grow quickly. You need to systematically sort out the entire process, invisibly practice it deliberately, and cultivate stronger thinking ability.

4.1 Review the objectives

The most widely used target management tool at present is OKR (Objective Target + Key Results) . I believe that people who have experience in Internet companies have used OKR to determine assessment indicators; the goal is to measure what the project should be done and what results to get, a qualitative and concise description, while the key result is a quantitative description of the target expert.

To give an example of expert cooperation, according to the OKR target management tool, the O1 goal set by the project is brand promotion and endorsement, KR1 is exposed to 10 million, and the CPM is less than 50 yuan; O2 is selling goods, and KR2 is ROI greater than 2.

4.2 Evaluation results

Compare the set goals to see how the completion is, and sort out the highlights and shortcomings in the execution process.

After the project was completed, the final exposure volume reached 15 million and the CPM was only 40. OKR1 completed the task well. However, the ROI of the sales goods was only 1.5, which was not as expected by the experts; the fans of the experts' fans have a high evaluation of the brand and product, the fans of cooperation are highly active, and the popularity of the live broadcast room is very popular. However, the final ROI is not ideal for experts to answer many user questions, and the several incidents of overturning on the live broadcast room.

4.3 Analysis of reasons

Carefully analyze the key reasons for the success or failure of a project, which are usually divided into subjective and objective factors.

Through the analysis of the expert project process, it was found that the fans' evaluation and activity were good because the selected expert was very consistent with the brand's tone. The live broadcast room was popular because short videos were posted two hours before the live broadcast to preheat traffic to the live broadcast room. Many of the experts' problems were not met because the anchor did not have enough understanding of the product, and the incident of the failure was because the technical tests and rehearsals before the live broadcast were ignored.

4.4 Summarize experience

Based on the analysis of the reasons, some important conclusions and rules are summarized, what are the next plans, and how to improve and optimize.

Finally, some important conclusions and rules of expert cooperation projects are drawn, such as live broadcasts are more suitable for selling goods than short videos, experts with fixed broadcasting time and frequency have better effect on selling goods, posting short videos in advance before starting broadcasting to attract traffic to the live broadcast room, and live broadcast room anchors need to be fully familiar with the products, etc.

For the next step of cooperation with experts, try to choose experts with rich experience in live streaming and clear personalities, use live streaming partners and patch assistants to assist anchors in introducing products, provide professional product training for experts, arrange live broadcast room assistants to assist in the demonstration process, etc.

Throughout the entire process without stages: plan submission

5.1 Logical review

Inexperienced PPTers can easily get into a misunderstanding: say whatever they think. As a result, the audience didn't know what you wanted to express, and their minds were in chaos.

To avoid the occurrence of this kind of messy thinking, the best way is to master some logical thinking methods , such as the PDCA principle, 5W2H principle, SWOT analysis theory, time anchor order, etc.

In the final analysis, the logic of thinking is the final analysis. Therefore, you must think clearly about the logic of PPT to present it so that others can keep up with their own ideas? Only by making information easily received by others?

For example, in a strategic plan, we put forward the suggestion that a large number of celebrities and KOLs should be used to plant grass. Before this, various data and information may be needed to derive the scientific nature of the suggestion, and then a large number of successful cases should be cited to prove the feasibility and effectiveness of this suggestion, so that it will be very convincing.

But if it is the next implementation plan, you can plan a complete consumer conversion path based on 5A's thinking logic. "Aware understanding - Appeal attraction - Ask inquiry - Act action - Advocate support", as well as the specific execution plan for each step "what stars and KOLs are selected, which platforms are planted, the way of planting grass, the time and rhythm of planting grass, etc."

This is a ability that requires long-term exercise and is difficult to explain clearly in one word; therefore, it is recommended that you read the book "Principles of the Pyramid" , which can not only cultivate the logic of thinking, expressing and solving problems, but also exercise the ability of structured thinking. I believe that you will definitely gain a lot after reading it.

5.2 Visual expression

Visual expression is the most perfect way to present excellent presentation, which can help us explain the problem clearly. For quantifiable data information, data can be made to speak through data charts. Pie charts, bar charts, bar charts, line charts, and scatter charts are common forms of expression of data information image tables; while for unquantifiable information transmission, it is more suitable to express in the form of concept charts, such as interactions, interrelationships, processes, processes, loops, lists, matrices, etc.

There are many of these data icons and concept diagrams in the built-in Smartart in PPT, and most of them can be called directly; when a planner who often works as a PPT, he often can subconsciously retrieve the response diagram for expression in his mind. This is to internalize the skills to the state of internalizing the mind.

5.3 Packaging Story Line

Making PPT is a story-based art. Telling a thing and using stories to package and tell it will definitely make people remember it more than explaining some concepts or professional knowledge directly.

In a company sharing, our team transformed into animated characters in the movie "Zootopia" based on the ability model and personality traits of each member, and then explained our PPT in the tone of the corresponding animated characters; in the end, we successfully turned a very professional and boring sharing workshop into a novel and interesting story meeting.

When Ma’s father was a college teacher, basically no students skipped classes, and many students from other majors even took the initiative to listen. Luo Yonghao was a star teacher from New Oriental back then. His classes were crazyly sought after by students. In the end, he became a generation of internet celebrities because his lecture videos were posted online. The two big guys have one common feature in their lectures, and they like to storytell the content.

In some competitive proposal occasions, listeners may have to concentrate on listening to multiple plans, which is easy to become tired or insane; how to make your plans stand out and drive away the audience's fatigue and sleepiness? At this time, learn to package the plan with a story line with theme, progress, progress, and turn, which will often achieve twice the result with half the effort (it will be valid many times) .

5.4 Imagine the audience's questions

We often see some people at the proposal site being asked by unexpected and reasonable tricky questions by leaders or party A, and there are embarrassing scenes of answering uncoined questions incoherently, which can easily leave people with the impression that they are unreliable and untrustworthy.

Therefore, if you want to complete a proposal that is confident and soldiers will block the enemy, it is an indispensable step to imagine the questions in the plan in advance from the audience's perspective; especially when the audience has a certain degree of professionalism and cognition in this field, it is extremely unwise to get away with it through some mysterious ways of changing concepts and making a fool of themselves.

5.5 drill optimization plan

Before a formal proposal, the proposer needs to be very proficient in the structure and general content of the PPT, so that he can be at ease and confident throughout the proposal process.

As the saying goes, good memory is not as good as bad pen tips. There are methods to follow when remembering the framework quickly. Here I recommend two commonly used ones. You can selectively use them according to your own habits:

· Written on paper. This is a relatively popular method in the era when computers were not yet popular. Nowadays, many senior professionals still retain the habit of taking notes on paper.

· Use mind map tools. This is the method I recommend. Mind maps can help you quickly clarify your ideas, which is both convenient and efficient. Common mind mapping tools include Xmind, Mindmanager, Baidu Brain Map, etc.

After the overall plan is complete, you can conduct proposal drills in front of internal colleagues. There are three main benefits to doing this:

• You can treat the drill as a formal proposal occasion and find the feeling and rhythm.
• Colleagues can raise some questions in the process, and these questions are likely to be what others will ask when they are proposed. It is said that planning for a long time will never lead to victory.
• The drill process may also find some not so smooth parts, and the solution can be optimized again.

When we do anything and think about problems, we need to follow some thinking order and rules, so that we can sort things out clearly and move forward in a direction. Charlie Munger's brilliant achievements are inseparable from the multi-thinking model he advocates throughout his life, so that he can find corresponding thinking tools to deal with them calmly when facing any problems.

Similarly, models are also the arsenal of planners. Mastering a large number of professional models and thinking models is like having eighteen martial arts. Below, based on the two dimensions of marketing professionalism and logical thinking , we will introduce some classic models that are urgently needed and practical.

Commonly used models in marketing professionals: 5W+2H seven-question analysis method, 4P marketing combination strategy, 4I network integrated marketing, 5A user behavior path, AARRR growth model, SWOT analysis, STP marketing strategy, 3C new media marketing, PEST macro environment analysis, AIPL marketing model, FAST operational health indicators, feasible products for minimizing MVP, Porter's five forces competition, addictive model, etc.

Common models at the logical thinking level: MECE is independent and completely exhausted, 3W golden circle law, PDCA cycle, SMART target management, SCQA structural expression, RACI division of labor model, AMDGF progress cycle, DOCTORS corresponding things, clock model, global model, zoom mirror model, pendulum model, etc.

Due to the length, we will focus on introducing the two models of Porter's five forces competition and SCQA structural expression , so I will not elaborate on the others; the definition and application of these models can be found on the Internet, and interested friends can understand them by themselves.

Porter's Five Forces Competition . Porter's Five Forces Model was proposed by Michael Porter. It has a profound impact on corporate strategy formulation worldwide and is often used to analyze competitive strategies and understand market competition in detail. The competitive power of an enterprise is divided into five types: " enter threat, substitute threat, buyer bargaining power, seller bargaining power, and competitors' degree of competition ".

These five forces constitute the competitive structure of the industry. Porter believes that if all five forces are very strong, it will be difficult to attract new companies because the competition is too fierce. An attractive industry structure should have good profit potential.

SCQA structure expression , SCQA represents the elements of S scenario, C conflict, Q questions, and A answer, respectively, and is a basic structure of logical expression.

The scene needs to resonate with the audience, and the dialogue can only continue after the scene is recognized; conflict is to break the sense of security created for the other party in the front and clarify what problems they are facing; questions are to think about what problems they care about from the other party's perspective; the answer is to answer these questions.

What the planner outputs is strategy, knowledge and solution. As the saying goes, raising troops for a thousand days is a time. Only by ensuring sufficient input can you obtain high-quality brain power output. Therefore, daily precipitation in life and work is particularly important for planners.

As a planner, you can consciously practice and accumulate deliberately from the following aspects:

Curiosity, maintaining a strong curiosity and enthusiasm is a necessary prerequisite.

I asked a CEO of an advertising company who is a strategy-based company a long time ago. "What do you think is the most important trait of a strategy-based person?"

The answer he gave me was to be curious and enthusiastic at all times . The society is changing with each passing day. Everyone must have a growth mindset and iterate their own knowledge system at any time according to changes in the environment.

In addition, laziness is innate for human beings, and active self-improvement and conscious learning are things that violate human nature for most people; without strong curiosity and enthusiasm to support it, it can only be a temporary passion caused by the temporary fever of the mind, and all plans will be thrown out after the chicken blood, or fishing for three days and two days to make soy sauce.

Learning knowledge, knowledge is the source of all wisdom and the basis of information output.

The Internet and social media make the acquisition of knowledge unprecedentedly convenient. We have countless ways to learn through browsing news, browsing social media, following official accounts, downloading knowledge apps, visiting knowledge forums, buying online courses, and even watching short videos and watching live broadcasts through a smartphone alone.

Compared with the extreme scarcity of knowledge and the huge information gap twenty years ago, today's knowledge is like someone has brought dishes in front of you. All you need to do is to eat and which dish to choose.

Of course, Internet platforms are more suitable for fragmented learning methods, while traditional learning models such as reading books and offline training classes are still very valuable. With plenty of time, such learning will be more solid and systematic.

Increased knowledge, experience and knowledge determine the height of a person's view of problems.

The products that consulting companies and advertising companies can sell the most are often not a large-scale communication campaign or a beautifully made TVC that took several months; in contrast, seemingly simple things such as a brand name, a corporate positioning, and a brand slogan are often more valuable to companies.

A famous marketing advertiser once said: "Don't look at the fact that I just output a few simple words, what you buy is every book I have read, every city I have been to, every person I have come into contact with, and every thing I have experienced." It is enough to show that the knowledge accumulated over the years is very rare and valuable.

Only by thinking hard can you get some unusual insights.

Don’t use tactical diligence to cover up strategic laziness! Don’t use tactical diligence to cover up strategic laziness! Don’t use tactical diligence to cover up strategic laziness! Say important things three times loudly.

Whether in school or workplace, we will encounter such a type of people: although they are very diligent and hardworking, they come earlier than others every day and leave later than others, but they are not good at academic performance and cannot achieve results. This situation often has nothing to do with talent or IQ. As long as you stop and examine yourself, you can find out the reasons and find a way; developing the habit of thinking and summarizing regularly will benefit everyone for life.

Communicate more, and communicating with great people can make you think about problems on the shoulders of giants.

The CEO of Logical Thinking, summed up the three beacons of his first half of his life, one of which is the "puncher". When she first arrived in Beijing, she took advantage of a business card from Mr. Zhan Xiangguo, then general manager of Ogilvy, in a free lecture in the advertising circle.

More than a month later, her company happened to have a project that needed to prepare proposal materials, so he gritted his teeth and called Mr. Zhan Xiangguo and successfully arranged him to a sandwich shop to ask him in person how to do PPT. This interview inspired the desire to seek a teacher and started a cheating career path.

Of course, the object of our communication is not necessarily a big shot. There must be a teacher in three people. Everyone in the social relationship we are in has their own place worth learning. Communicating more can continuously expand one's cognitive threshold and break through the cognitive cocoon.

Fight practical battles, improve the knowledge system and enhance the sense of business in continuous practice.

Reading thousands of books and traveling thousands of miles is an eternal truth. This is what our teachers often talk about when we were in school. There is often a gap between knowledge and practical practice. If you know a knowledge point, you may not be able to understand it, and you may not be able to apply it.

Marketing is ultimately inseparable from business, so how to combine knowledge well with different businesses when applying knowledge is also a great subject worth studying, solving the embarrassing situation of planning and executing a crematorium; only through continuous practice can knowledge be internalized and upgraded to the highest level where there is no move, and there is no move.

Be good at reviewing. One of the best ways to win years of growth in one year is to review it.

Most people in the workplace treat their work with the mentality of completing tasks. Before the project starts, they carry out preparations under the pressure of time and leaders. When the project is executed, they strive to achieve good results in order to explain to the company and leaders. Often, many people will stop there, and rarely take the initiative to review the project after the project is completed, or write a summary report to cope with the rough report.

If you are familiar with the fact that a serious review is not only responsible for the company and the project, but also a complete explanation for yourself. For self-growth and ability improvement, the role of review is even more important than the efforts in execution. It is an excellent opportunity for self-examination, allowing us to successfully absorb the most valuable part of the experience in the project.

Finally, I will present a list of the most important books worth reading for the planner, including fields such as " psychology, brand management, Internet marketing, strategy, and book writing by advertising masters ". I will just upload it without saying much!

Internet Marketing

"Traffic Pool" Yang Fei

Sean Ellis Morgan Brown 《Growth Hacker

"Growth Five-line" King of Sport

"Sense of Participation" Li Wanqiang

"Scene Revolution" Wu Sheng

"Practical Password for Internet Marketing" Zan Jinghui

"Super IP, New Internet Species Methodology" Wu Sheng

"Zhou Hongyi's Self-Report, My Internet Methodology" Zhou Hongyi

"Detonating the Community: The New 4C Rules in the Mobile Internet Era" Tang Xingtong

"Bang Product Strategy" Jin Choudao

Content Marketing Sonja Jefferson Sharon Tanton

"Strong Relationship" Scott Stratten

"Connect" Shi Wei

"Share the Time: How to Create Influence" by Bryan Kramer

"No Ineffective Marketing: Ogilvy Data Director Internal Training Manual" Wang Zeyun

"Borrowing the Power" Wei Jiadong

Chris Anderson, "Long Tail Theory"

"Operation from scratch" Zhang Liang

"The Light of Operation" Huang Youcan

"Tencent Method" Pan Dongyan and Wang Xiaoming

Brand management and communication

"Love Brand" Kevin Roberts

"Two-hour Brand Literacy" Deng Delong

Martin Lindstrom

Jim Signorelli

Chip Heath Dan Heath

Jonah Berger

"Brand Full Perspective" Atsuro Yamada

"Strategic Brand Management" Kevin lane keller

"Brand Empire: Procter & Gamble's Chinese Business War Legend" Ai Tiecheng Li Bo

Ethan M. Rasiel, "McKinsey Method"

"Brand Thinking" by Wolfgang Chaefer

"Shi Yuzhu's Self-Report: My Marketing Experience" Shi Yuzhu

"The Origin of Brand" by Al Ries Laura Ries

"Brand Technology and Art" Ye Minggui

Malcolm Gladwell ("Detonation Point")

psychology

Gustave Le Bon (Gustave Le Bon)

"Consumer Behavior" Michael R. Solomon

"Influence" Robert B. Cialdini (Robert B. Cialdini)

"Psychology of Procrastination" by Jane B. Burka Lenora M. Yuen

David Myers in Social Psychology

"Consumer Behavior" Fu Guoqun

Dan Ariely

"Self-Control" Kelly McGonigal

Helen Palmer

"The 4th Consumer Era" Miura Exhibition

Dale Carnegie's Weakness in Human Nature

Abraham H.Maslow

40 Studies on Changing Psychology Roger R. Hock

Learn to Ask Questions - A Guide to Critical Thinking by Neil Brown (M.Neil.Browne)

Design Psychology Donald Arthur Norman

Insight strategy

"Advertising Planning" Xu Zhiming and Gao Zhihong

"Blue Ocean Strategy" W. W. Chan Kim Renée Mauborgne

"The Most Successful Advertising Strategy in Asia-Pacific" Jim﹒ Jim Aitchison

Jon Steel's Art of Advertising Planning

"Strategic Thinking" Avinash K.Dixit

Phil Dusenberry

"Six Thinking Hats" Edward de Bono

"100 Advertising Tips for Xiaoqiang" Lin Yongqiang

"I Have a View on Strategy" Huang Wenbo

Master's Book Series

【Philip Kotler】

Tenured honorary professor at the Kellogg School of Management at Northwestern University, and is known as the "father of modern marketing." The Wall Street Journal hailed him as one of the "six most influential business thinkers", and his works have been translated into 25 languages ​​and have a profound international influence. With his younger brother Milton Kotler, a practical marketing master, established Kotler Consulting Group in Washington, USA.

Marketing Management

"Marketing Revolution 4.0"

Marketing: Principles and Practice

Kotler Marketing Tutorial

Marketing

The Future of Marketing

Kotler Marketing Thinking

"Marketing in the Age of Chaos"

"Level Marketing"

【Jack Trout Jack Trout】

The concept of "positioning position" in business was proposed for the first time. It is the father of positioning theory and was rated as "the concept that has the greatest impact on American marketing in history" by the American Marketing Society. Founder of Trout Consulting Company in the United States, he has become one of the most famous marketing consulting companies in the world.

"position"

Marketing War

"Difficult"

"Marketing Revolution"

"Trout Marketing Ten Requirements"

"Big Brands and Big Issues"

What is Strategy

Ending Marketing Chaos

"Repositioning"

Life is like a horse racing

"Obvious"

【Michael Porter】

University Professor, a university professor at Harvard Business School (Harvard's highest honor), is the fourth professor in the history of the school to receive this honor. It is recognized as the "father of competitive strategy" in the business management community, and has proposed the famous theories such as "Five Forces Theory", "Three Major Strategies", and "Value Chain Theory".

Competitive Strategy

"Competition"

Competitive Advantage

National Competitive Advantage

"Ten Treatises of the Master"

[David Ogilvy]

A master legend in the field of advertising is the world-famous "Popular Advertising". His works are very popular as basic textbooks for advertisers around the world. The sales counseling manual he once wrote is praised by Fortune as "the best salesman's manual ever". The Ogilvy Advertising, which it founded, is still the hall-level company that all advertisers dream of.

"A Advertising Man's Confession"

Ogway Talks about Advertising

Blood: Thoughts and Beer

"Selected Works of Advertising Master Ogway"

"The Autobiography of David Ogway"

【David A Aaker】

Professor Grether, marketing strategy ET at the Haas Business School at UC Berkeley, was once hailed by Brand Weekly as the "founder of brand equity." He has won the Paul D. Converse Award, Vijay Mahajan Award, and the MIT buck weaver Award for his outstanding contribution to the development of marketing.

Create a Strong Brand

"Manage Brand Equity"

Brand Portfolio Strategy

Brand Leadership

"Brand Master"

Brand Relevance

"Strategic Market Management"

【Ye Maozhong】

One of the most famous local marketing planners, focusing on the local market for more than 20 years, has successfully helped Zhen Kung Fu, Wujiang Kelp, 361 Degrees, Bama Tieguanyin, Aihuashi luggage and other companies become the leading brands in the industry, providing integrated marketing planning services to more than 200 companies. He won the 30-year Outstanding Contribution Award for China Advertising by the State Administration for Industry and Commerce, and is an advertising strategy consultant at CCTV and a distinguished professor at Tsinghua University.

"conflict"

16 Keywords of Marketing

"Advertiser Notes"

"Ye Maozhong Planning and Making Volume"

"Ye Maozhong Planning·Thinking Volume"

"Shengxiang Brand Integration Planning Documentary"

"Return to the Plan"

"New Planning Concept"

Creativity is Power

"7 trillion temptation"

"Whose business is illuminated by planning"

"Ye Maozhong's Marketing Planning"

The ultimate methodology of strategy planning 3.0 version, an epic planning masterpiece with nearly 20,000 words. I hope you will become top planners as soon as possible!

Author: Lao Pao

Source: Laopao