Understand these 8 questions before competing with Tmall marketing IP

A complete and qualified Tmall marketing IP plan should integrate strategy, creativity, media, data, operations and other contents. It is not a simple communication plan, nor is it a simple e-commerce promotion plan.

This article summarizes the eight issues that need to be clarified before competing with Tmall’s marketing IP activities.

1. Is there brand market resource support?

If not, then it is recommended not to do it.

Because if the e-commerce department relies on itself to spend money to do it "hard", the result will be counterproductive.

This type of activity is essentially a resource exchange between brands and platforms, and the emphasis is on "equal strength."

The best way is to integrate based on the brand's original market rhythm and resource investment .

So, what are the “brand market resources” mentioned here?

It does not refer to the brand having a wave of app banner spots, or outdoor advertising to invest in this scale (for this purpose, the "Tianhe Project" can be used), but rather market resources for major brand events such as new product launches, official spokesperson announcements, event sponsorships, or annual IMC campaigns.

2. What do you want to achieve through marketing IP?

Most e-commerce marketing IP activities position themselves as not just e-commerce promotions, but as roles that empower brands to solve specific business problems .

The specific business issues here can be as small as issues related to AIPL crowd assets, such as "attracting new A/I crowd members"; or issues related to product dimensions, such as: hot-selling products/new products; or as large as issues related to branding, such as: brand rejuvenation/brand crowd breaking the circle/brand market penetration, etc.

Therefore, when competing in e-commerce marketing IP activities like PK, brands must first identify their own pain points and where the problems exist. Then define the business objectives of this event.

3. What is the key to achieving this goal?

After defining a clear goal, the next step is to answer: What is the core approach to achieving this goal?

This is actually the core highlight of the entire marketing campaign .

The core focus can be one of the following dimensions or others, and the main thing is that it can really correspond to the goal to be achieved.

Limited-edition premium products: For example, if the goal is to make the brand younger, then one of the key points is to see whether there are premium products that can capture the attention of young consumers, such as trendy designer designs/celebrity styles/IP co-branded products/specific gift boxes, etc.

Scarce rights and interests: For example, if the goal is to break through the circle of people, then one of the core approaches can be the scarce rights and interests of celebrities/circle KOLs. Through the guidance of rights and interests, their fans can be converted into brand fans, thereby achieving breaking through the circle of people.

Creative experience: For example, if the goal is to attract new A/I users, then one of the core approaches may be to create brand event experiences that are interesting and topical for potential target audiences, rather than just reaching out to new users at the media level.

Deep profit concessions: For example, if the goal is to penetrate the lower-tier markets, then one of the essential core approaches is to prepare deep profit concessions for consumers in the lower-tier markets, thereby quickly converting them into potential brand customers.

…

4. What story should we tell consumers?

Most of the previous parts are about answering strategic questions, so the next part is about CAMPAIGN communication.

The first thing to think about is: what story should this event tell to consumers?

This story certainly cannot just be about buying, buying and relying on promotions.

Instead, it is necessary to create on the basis of the brand's own story/concept, combined with the target consumers' pain points/itch points/satisfaction points, and sometimes with the help of some current hot trends that have their own communication genes.

Marketers sometimes call this story BIG IDEA.

For example, my personal favorite is the story of "Empty-Nest Young People Drinking Alone" told by Rio, which perfectly interprets the life and psychological state of most contemporary urban young people based on the brand tone.

5. How should this story be told to the audience?

This part is actually mainly to examine the communication power of CAMPAIGN: after having a story, how to tell it to the audience in the best way and influence their behavior.

The dimensions of examining communication power can be divided into three: aggregation power, communication surface and conversion power.

The so-called cohesive force depends on whether there is at least one creative material in our plan that people can remember at first sight.

Oftentimes, when we look through a proposal that is dozens of pages long, we cannot find a creative material that people can remember at first glance. Most of them just list posters, h5, offline, TikTok challenges, etc. It is difficult to leave any impression at a glance. Instead of doing this, it is better to really focus on polishing a communication work.

The so-called communication aspect refers to whether the communication works we have created above can ferment topics and opinions, thereby creating a voice for the communication topic.

The so-called conversion power is to dig deep into targeted channels and find the most effective content distribution channels, so as to reach the target consumers in the largest scale. For example, channels such as Xiaohongshu, Douyin, and Taobao short videos.

6. What role does Tmall play in this?

In this regard, what the platform hopes most is that Tmall can integrate characters into the above-mentioned story content, rather than just having a joint logo or simply placing some cat dolls.

If this can be achieved, it will definitely be a plus for the brand.

Of course, we cannot simply cater to the platform and ignore the preferences and feelings of consumers and make something for our own pleasure. For example, many products will have special versions or gift boxes in the shape of Tmall, but I think most consumers will not buy them.

7. What are the crowd operation goals and how to achieve them?

After talking about the strategy and communication part, the next part is the operation part, which is relatively data-oriented.

It mainly includes two parts: crowd asset operation and sales operation . This is also the actual effect indicator that can be used to quantify after a brand carries out a wave of e-commerce marketing IP activities.

Let’s talk about the crowd operation part first.

The first thing to do is to decompose GTA (GMV To AIPL), that is, to decompose the GMV set in this marketing campaign into the A, I, P, and L water storage populations required by the brand.

Then, through Tmall data empowerment tools such as DaMoPan, Data Bank, and Strategy Center, we can circle the population packages of corresponding size according to the population tags.

Finally, it is necessary to clarify how to reach the people in the corresponding links through different channels or tools, such as UD delivery, content seeding, RTB effect delivery, brand second floor, new customer coupons, etc.

The benefit of doing this is that we can make our consumer operations more refined.

8. Sales operation goals and how to achieve them?

The sales operation of traditional e-commerce usually uses the formula of "GMV=store UV*average order value*conversion rate" to break it down from the dimensions of traffic source, product structure, promotion rights, etc.

However, as the proportion of sales through live streaming increases, the sales operation goals are also divided into two parts: traditional e-commerce sales and live streaming sales.

As for breaking down the sales target of live streaming sales, as far as I know, there is currently no fixed formula to calculate it because the uncertainty is very large. We can only make estimates based on the previous sales performance of similar products by different anchors.

Author: js planner

Source: Planner2333