12 essential proposal writing formulas for planners!

During my time as Party B, I wrote more than 100 proposals, reviewed thousands of proposals of varying sizes, and summarized some good methods and ideas.

There is too much dry stuff and I don’t want to say more. Let’s just get straight to the point and save the hard dishes.

01. Brand Positioning丨“Iron Triangle”

The 3C strategic model was proposed by Kenichi Ohmae, a leading figure in Japanese strategic research. 3C includes Customer, Competition, and Corporation itself.

There are three core points in brand positioning: (1) What do consumers want? (2) Can competitors satisfy it? (3) Can the enterprise itself take on the unmet demand?

First, we conduct a wave of industry analysis/competitive analysis, consumer analysis, and self-analysis, and finally deduce the direction of positioning. This can also be used for the research and development and promotion of new products.

02. Consumer Insights丨“Conflict”

Conflicting consumer insight formula: Consumers want XXX, but XXX, and the product can XXX.

Distinguish between two statements: (1) Consumer observation: recording a behavior, a superficial fact. (2) Consumer insights: Analyze the psychological needs behind consumer behavior through their behavior. Only conflict can bring about strong motivation, and only collision can bring about insight.

For example, when it comes to double-flavored hotpot, some people like it light, some people like it spicy. Everyone wants to eat what they like, but deep down, neither of them wants to give in to the other. So, the shabu-shabu hotpot came into being, you eat your clear soup and he eats his spicy soup.

03. E-commerce Campain’s “Three Circles Derivation”

I wrote a lot of e-commerce campaigns for Tmall and JD.com, and summarized a three-circle derivation formula. That is, consumer insights, the ideas conveyed by IP, the role played by the brand, and finally the big idea.

04. Creative deduction: “Goal obstacle method”

The goal-obstacle method mentioned here is SAATCHI & SAATCHI's OIIC, Objective, Issue, Insight, Challenge, and solution to the challenge.

When writing a proposal, you must first understand what the client’s business goals are? What are the current obstacles to achieving this goal?

To address this obstacle, we conduct insights into consumers and find the core direction for communicating with them. Based on this, what actions should we take to remove consumer barriers? And this Action itself is a challenge.

05. New product launch丨AISAS cycle

When a new product is launched, first your packaging and name need to be visually attractive, and then talk about the interest points that consumers are interested in. Based on this interest point, consumers will search and collect evidence, and then take purchasing actions. If they think the product is good, they will share it with their friends.

06. Taobao’s benchmarking against competitors: “Brand + Product” two-pronged approach

When Taobao benchmarks against competitors, it needs to consider its own brand attributes and what kind of people will pay for such a concept and style; secondly, it needs to consider the product competition pool to increase the weight, that is, who is your target "the expected target sales volume and the same price range", so as to achieve a spillover increase in weight by benchmarking.

For example, when we were creating a traditional Chinese style cosmetics brand before, we benchmarked against traditional Chinese style cosmetics with the same attributes as ours and found their style differentiation points. Secondly, we will benchmark our next target sales volume and prices against products similar to ours. Combining the two, we find our core concept.

07. E-commerce Marketing丨AIPL Link

AIPL itself is a link model based on the Taobao system, which is not only applicable to Taobao but also to campaigns spread outside the site.

AIPL refers to awareness, interest, purchase and loyalty, which means that users will have "Awareness" (exposure, click, browse), tend to you (Interest) (attention, interaction, search, collection, add to cart), purchase from you (Purchase) (payment and order), and be loyal to you (Loyalty) (positive comments, repeated purchases).

Because of Alibaba’s promotion, many brands that use e-commerce channels are using it. The idea of ​​link-based purchasing is more in line with the current ROI-oriented marketing approach.

08. Big Event丨“Three Shi” Link

Big events are usually high-profile, exciting, and take a long time. Create trends, have "various forces" interpret them, and make things bigger. The final step is to ignite the market and let sales volume take over the traffic.

09. Brand Strategy丨Brand Pyramid

The "brand pyramid" of the brand house that cannot be ignored when doing brand strategy is to form a brand system as a whole and think about the brand implementation and communication under this system.

10. Channel content operation丨"big closed loop" + "small closed loop"

"Big closed loop + small closed loop" is mainly used for content and ROI-oriented channel content operations. Based on the idea of ​​AIPL, large-node group operations and cooperation with e-commerce form a closed loop for the Double 11 and 618 promotions. Small node operation, which can fight alone in the channel, forming a small closed loop of AIPL

11. Marketing Strategy丨Daotiandijiangfa

Daotiandi's strategy originated from "The Art of War" and is mainly used for marketing strategies at a larger level of the enterprise.

God helps those who are righteous, which means that enterprises conform to the most basic existence. The right time depends on the industry environment. Location is the key, and it mainly involves comprehensive analysis of competing brands and the brand itself to find the advantages that are beneficial to one's own brand. The general is the leader who will lead the troops and command the operations. Here it mainly refers to star products. Finally, there is the law. The law is the method, the specific combat rules and marketing strategies.

12. Communication rhythm丨Roadmap

After talking about the core idea, it is time to set the pace of communication, using a roadmap to summarize the interim goals and output content of each stage of communication.

There are two ways to communicate rhythm, one is to summarize first and then divide, the other is to divide first and then summarize. I generally prefer to put it at the end and make an overview to avoid breaking the topic.

Author: Lao Pao

Source: Laopao