How to develop a marketing plan?

The most powerful marketing plan in history is here! The planning scheme is mainly divided into the following major sections. In the process of strategy writing, it is divided into the following three steps according to the strategy priority, which are connected one by one. To avoid wasted work, try to determine the first part before starting the second part!

Program directory, remember this! The overall structure of the plan:

Let’s talk about the first part first: product positioning and packaging

1. Topics

Reviewing the Brief requirements (taking a game product as an example), the overview includes:

1. Product features 2. Target group; 3. Main competitors; 4. Slogan for the current stage; 5. Market target, etc.

[Subject to the actual Brief and specific circumstances] For example:

Sort out the problems that need to be solved, including:

1.What: What are we mainly promoting?

2. When: What is the timing and rhythm of the promotion?

3.How: How to promote?

4.Where: Through what channels will the promotion be carried out?

2. Product Analysis

Specific analysis of the product itself, including:

1. Game introduction; 2. Product tone; 3. Product impression; 4. Product features; 5. Core interest points, etc.

For example:

3. Market Analysis

The main competitive product analysis includes:

1. Competitive product gameplay; 2. Competitive product characteristics; 3. Competitive product market background; 4. Competitive product communication highlights, etc.;

[Subject to actual needs, analyze as appropriate] For example:

4. User Research

The research content can be conducted separately according to game players and target users (competitors’ players). The players’ opinions should be summarized and refined to facilitate subsequent deductions.

1. The content should include:

•User attributes •Game hobbies •Focus on the game, satisfaction and dissatisfaction, and expectations

2. User structure (user portrait)

Based on the results of user surveys, users are divided into different levels according to severity , and the corresponding user characteristics are described.

For game products where the hierarchical division is not obvious, user portraits can be extracted based on user surveys and Baidu Sinan results.

3. User analysis

Combining user characteristics and product main selling points, we can analyze what kind of product entry point can impress different users in promotion and publicity. The content should include:

• Player classification • Player characteristics description • Product entry point

4. User Insights

Combined with previous user analysis, we know that different users will be impressed by corresponding product entry points, and then we can explore the psychological insights of different users.

User psychological insights describe the experiences or emotions that users desire to get or feel from the game.

5. Product Positioning

Product positioning is a combination of product selling points, market differentiation points, and user psychological insights. This positioning should be:

The image of the game presented to users

6. Spread the slogan

Combine product selling points and players’ emotional appeals to produce a communication slogan.

Slogan highlights include:

• Fit the product characteristics and communication positioning • Be provocative and appealing • Be fluent, catchy and easy to spread

7. Creative Display

The content of creative presentation depends on the actual situation of each case. Common creative forms include:

• Main KV (explain the communication theme/slogan)

• Series KV (Product Features Series KV)

•Video creativity (viral video/CG/brand video/micro-film/…)

•Outdoor creativity (subway scene/AR/…)

So far! The first part of the plan (product positioning and packaging) is completed! There should be applause here (*╹▽╹*)

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Let’s start the second part ( market strategy and implementation ):

1. Strategic thinking

Based on the slogan and product positioning, according to the goals, market operations and user insights, strategic thinking is carried out to come up with core strategies and phased strategies;

2. Promotion Planning

The overall promotion plan includes:

1. Overall Strategy (one sentence definition)

2. Timeline

3. Stage theme

4. Events corresponding to each stage

5. Target users at each stage

6. Promotion channels (optional)

7. Examples

Phase strategy:

1. Stage theme

2. Phase strategy

3. Stage goals

4. Stage events

5. Target group at this stage

4. Specific Marketing Activities

The description of the landing activities includes:

1. Activity time

2. Purpose of the activity

3. Overview of the activity

4.Activity Process

5. Promotion channels (optional)

6. Examples

Author: Aqi

Source: Zhihu

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