How to prepare a brand marketing promotion plan?

Writing a branding plan may seem difficult because it feels like you are describing a very large plan, but it is actually not difficult at all. To write a brand promotion plan, in other words, is to make a vague thing concrete, to help an idea come to fruition, and to turn it into executable one, two, three, four. So it is a bit complicated, but definitely not abstract. Just follow the template step by step.

first step

Write an outline

My brand promotion plan can be outlined first, including several major parts, such as:

1. Analysis of brand status

2. Brand Target Positioning

3. Existing resources and advantages of the enterprise

IV. Promotion and Implementation Plan

5. Future scalable promotion directions

If you don’t have a good idea for writing an outline, it is recommended to use the classic strategic analysis tool - the SWOT model.

There are many strategic analysis tools, marketing service tools, and decision-making thinking tools in the marketing field today, and more detailed analysis methods will emerge in different periods. The SWOT model was invented early and is used by many companies, but not many of them use it well. The difficulty lies in how to remain "objective" during the analysis.

If you are not familiar with this analysis model and do not know how to be objective, I suggest you make a list and list the questions. The following questions can be used as a reference:

Advantages(S)

• What does our company excel at?
• In what aspects do we do better than our competitors?
• What unique resources do we have?
• What do customers think are our advantages?
• What is the unique selling point of our product?
• What are the unique advantages of our team/employees?

Disadvantage (W)

• What are we doing poorly?
• How are our competitors better than us?
• What are the most common complaints from our customers?
• What is missing from our team?
• What resources are we lacking?
• What are the reasons why customers don’t choose us?

Opportunity (O)

• What underlying standards are changing in the industry?
• What positive impacts has the current environment brought us?
• What opportunities are ripening that we are not pursuing?
• What opportunities are there to help us obtain effective resources?
• Are our costs coming down?

Threat (W)

• Who are our current competitors?
• What are our competitors doing?
• Which new competitors will threaten us?
• Is our industry a sunset industry?
• What changes are currently happening that are not beneficial to us?
• Are our costs increasing?
• Are our suppliers more stable?
• What new technologies are replacing us?
• Do we have cash flow problems?

Step 2

Proposed title

After deciding on the big framework, we will then decide on the titles of each section bit by bit.

Generally speaking, it is better to use PPT for brand promotion plan. Then most of the names mentioned above are the main titles of several chapters in PPT. The next step is to determine the subtitles for each page of each chapter.

Step 3

Content padding

After deciding the subheadings for each page, you can consider filling in the content on each page. When filling in content, you don’t have to worry about aesthetics. Just write down what you want to say on each page first.

Step 4

Optimize content

After completing the content of each page, look back and see if you can add illustrations, tables, or data represented by bar charts or pie charts to some pages. This makes the content of the page more convincing.

There are several points to note when making PPT:

① The logic of PPT is the most important. From the first page to the last page, it should follow the idea of ​​"analyzing the current situation - discovering problems - analyzing problems - interpreting problems". Such a PPT is more convincing.

② If you can use pictures, don’t use charts. If you can use charts, don’t use text. Most people will choose pictures first.

③ Mark the lowest, highest, and other content related to yourself in the chart, which are also the points that others are most concerned about.

④ If there is animation, it is best not to exceed 5 minutes.

Step 5

Content is divided into primary and secondary

As mentioned earlier, when making plans and looking at the current state of the industry or the situation of the company, it is best to have an objective attitude and base it on facts rather than subjective assumptions. Therefore, when making a promotion plan, you must distinguish between priorities and can follow some rules. for example:

• There must be a time dimension, how to promote this month, next month, next quarter, this year;
• There must be a priority, which promotions are likely to have the best effect and should be carried out with great effort, and which promotions can be tried on a small scale;
• You also need to consider the venue, how to promote it online, how to promote it offline, and how to combine online and offline.
• Finally, when it comes to measuring the effects of brand promotion, there must be both the creative part that is difficult to measure and is essential for performance appraisal, and the marketing execution part that can be quantified. It cannot be generalized.

Tips

Sharing of brand promotion experience

1. If you want to save time and have more money, then do more media placement, TV and radio > Toutiao Douyin advertising > WeChat and Weibo advertising > Baidu bidding > technical marketing . The above are the more eye-catching numbers.

2. If you want to save money but don’t have much money, then pay more attention to technical marketing and social media marketing, such as SEO, public account promotion, and commission-based affiliate promotion. If you can plan some clever viral communication methods, it may have a multiplier effect.

3. Every brand has a targeted audience, and it is more valuable to promote it in front of the corresponding traffic of the targeted audience.

Author: Uncle Xingtian

Source: Uncle Xingtian