How to use the Golden Circle Rule to write a marketing promotion plan?

Double 11, Double 12, Christmas Eve and other festivals are coming one after another. For us marketers, these festivals that are endowed with marketing value require us to plan various activities.

Does writing an event planning proposal give you a headache?

We always find it difficult when facing areas that we are not good at, but there are always people around us who are other people's children. The success rate of challenging unfamiliar or difficult jobs is always very high. Sometimes we even doubt whether we are fools.

In fact, the biggest difference between you and other children is your way of thinking.

By learning more thinking models, you can solve more problems and become a trustworthy person in the eyes of your boss.

What I’m going to share with you today is a thinking model that can improve your problem-solving ability: the Golden Circle Rule .

It can be applied to all aspects of life and work. Writing activity plans is just one application of the Golden Circle. I hope you can apply it to other situations after learning it.

What is the Golden Circle Rule?

The Golden Circle Rule is a thinking mode that divides thinking and understanding into three circles: the outermost circle is the What layer, which refers to what to do, and refers to the appearance of things;

The middle circle is the How level, which is how to do it, and is the way to achieve the goal; the innermost circle is the Why level, which is why to do something.

The way most people think, act and communicate is in the outermost What circle, that is, starting from the circle of what to do.

This is also why many people, when they receive the task of writing a plan, first react to whether there is a template for the plan, or search for keywords such as how to write an activity plan. They start thinking about the problem from the what level. The thinking order of the Golden Circle Rule is "from the inside to the outside", that is, thinking in the order of Why—How—What.

Why do we need to plan a marketing campaign?

Many people think that the purpose of making a plan is to improve sales performance, but how much will it improve specifically? Because the content of activities to increase performance by 10,000 and to increase performance by 100,000 are definitely different.

Which product do you want to increase sales of? Because the product audiences are different, your event content and prize settings will also be very different.

Therefore, before planning an event, you must first clarify the final result of the event and figure out why you are doing this event. The purpose of a marketing activity is nothing more than attracting new customers, retaining existing customers, activating customers, and closing deals.

After finding the goal, which is an external factor, I can also think about why I do this thing from an internal perspective, that is, what benefits will doing this thing bring to you, and how much income can it increase? Or more budget? Get promoted to a better position.

Because external factors are the direction of our work, while internal factors are the reason why we persist.

How to plan a marketing campaign?

Assuming the activity aims at improving performance, we need to analyze the variables that improve performance, and naturally break down the performance into new openings, referrals, and repeat purchases.

If the goal is to improve the performance of a new business, then we should increase traffic, increase conversion rate, and increase average order value.

Then we continue to analyze where the traffic comes from, how to increase the conversion rate, and how to increase the average order value.

We take into account multiple aspects such as traffic generation, product selling point positioning, discount forms, product combinations, etc.

Taking all factors into consideration will lead to more comprehensive thinking and better guarantee of the results of the activities.

The most important thing is that all our hows have specific and quantifiable indicators. We need to plan the content of the event based on changes in data, and these data can support the final results of the event.

The reason why the activity plan is unsuccessful is that we plan the activity plan starting from what. We will come up with the specific implementation methods of price reduction or gift giving in advance.

But it ignores the entire activity process and specific quantitative data.

How to plan marketing activities?

After setting goals and breaking down processes, it is time to look at the details of program execution. How to ensure that the event has enough traffic, increase the transaction rate by 5%, and increase the average order value by RMB 1,000.

We come with specific questions to find specific operating methods.

We will adjust the intensity of the activities and the allocation of energy based on the magnitude of specific data changes.

For example, if the transaction rate increases by 5%, we only need to offer a 15% discount, but if the transaction rate needs to increase by 10%, then we need to offer a 35% discount.

Moreover, after the average order value of products decreases, we must plan activities to increase the average order value, such as providing a 500 yuan voucher for purchases over 3,000 yuan, or combining products into packages for bundled sales.

Author: Zhao Yang

Source: Houchang College