How to make an executable product promotion plan?

A few days ago, a friend who studied abroad (returned from overseas) encountered a problem: he was from Yingde City, Guangdong Province (known as the hometown of Chinese black tea), and wanted to build a strong brand for his own Yinghong No. 9 black tea. However, when he started planning, he felt he didn't know where to start.

In response to this friend's question, we can summarize it into one sentence:

A relatively comprehensive marketing plan should include six modules:

1. Research

2. Products

3. Brand

4. Channels

5. User

6. Copywriting

Below, we will use the black tea case of the overseas returnee friend as the background and use examples to analyze how each module should be done.

1. Research

Through visiting Guangzhou tea wholesale market, it is found that Yinghong No. 9 is not the mainstream recommended tea variety at present. For black tea wholesalers and retailers, Zhengshan Xiaozhong and Jinjunmei are mainly recommended. The Yinghong No. 9 produced by Haigui’s family belongs to the category of black tea and is grown using organic fertilizer. However, due to the organic growth, the cultivation costs lead to a relatively high market price. In addition, the concept of organic is not widely recognized by traditional tea drinkers, so it is quite difficult to promote it. In recent years, the quality of Yinghong No. 9 tea has fluctuated greatly, and many wholesalers and tea houses (retailers) are reluctant to sell Yinghong No. 9 tea.

In Yingde City, there are more than ten Yinghong No. 9 brands, such as T3 Organic Tea, Laojiudui, Jiqingli, etc., and the competition in the city is fierce. However, black tea has a more popular taste and is suitable for people in all regions of China. However, considering its relatively high price, the channels can be laid out in first- and second-tier cities.

The concept of organic tea is relatively new, and it is also a very important point to differentiate from current tea brands. Although many consumers are not familiar with the concept of organic tea, they generally agree with the general trend of healthy and green living, so they associate organic tea with health and green in the marketing and communication process.

The main consumers of black tea are currently those aged 30-45, while college students and young white-collar workers drink black tea relatively less frequently. It is recommended that the target group be middle-aged people who are slightly older and have certain knowledge and experience.

2. Products

For the tea for returnees, the product in the traditional sales model is just tea, but under the Internet trend, the product should include "returnees themselves + tea + tea accessories + advertising".

(1) Building a personal IP for overseas returnees: a new star in the tea industry

Combined with the friend's background as a returnee, his brief resume and life story can be presented to users through artistic techniques. You can write a series of articles about the feelings of returnees, such as "Yingde Organic Tea: The story of a returnee who returns to his hometown to become a tea farmer", "Returnees grow tea to express their feelings for their hometown", etc., to build yourself into a new IP in the tea industry.

(2) About the tea leaves themselves

The entire key process of determining whether a piece of tea is good tea - "crown cultivation, reasonable fertilization, pest and disease control, picking, withering, rolling, fermentation, drying, etc." was made into pictures and texts and made into an exquisite booklet. Available for circulation online and offline. The name can be "365 days of a piece of organic tea". At the same time, tea leaves are divided into grades: such as one bud, one bud and one leaf, and one bud and two leaves. Launched trial and gift packs. Sample packs are mainly distributed free of charge.

(3) Tea accessories

Tea accessories mainly include small teapots, teacups, calendars with logos (with tea pictures and texts), etc., which enhance consumers' identification with the Haiguijia tea brand.

(4) Productization of Advertising

In the Internet age, advertising should pay attention to the needs of the audience and turn advertising into a product. You can choose to be a consultant and sharer in an industry. For those who have never really come into contact with tea, knowing how to choose authentic and good tea is a necessity. Therefore, we can combine the current trend of short videos and record a program and put it on the Internet, such as "Returnees Teach You How to Drink Good Tea", which specifically teaches novices how to choose tea leaves and how to brew tea. Of course, when choosing tea, I focus on comparing organic tea and pesticide tea. Instill the concept of "organic" products into consumers' minds.

3. Brand

At present, brand content is an important foundation. Brand contentization is created through logo design, copywriting, slogans, brand stories, etc.

Visually : It is recommended that the logo adopt green color and incorporate organic concepts into the design.

In terms of copywriting : When communicating with consumers, try to adopt the tone of a more senior expert, and at the same time focus on emotional communication to create a sense of emotion in selling tea.

Positioning : For the concept of organic health, write something like "Tea from 5A-level scenic spots, drink organic tea, it's healthy!"

Brand story : Use video to record the story of the owner (a returnee) to express his feelings for his hometown and his dedication to good tea.

4. Channels

When talking about channels, many marketers think of the traditional 4P total product sales channels. But here, I divide the channels into information dissemination channels and product sales channels. The former is mainly to find traffic for the latter and "enclose" users. (Here is the pasture theory)

(1) Information dissemination channels

In order to express the feelings of the returnees themselves, the information style can be more emotional. The core step of pasture theory is drainage. Traffic diversion is divided into flow and stock. Daily updates are traffic, which ensures activity between brands and users. The good content that has been accumulated is the stock, which effectively attracts users and increases their stickiness to the brand, that is, loyalty.

The copywriting that complements the information channels includes the tea packaging copywriting, tea product manuals, and the copywriting for Taobao Youzan’s homepage and product details page. In terms of information dissemination media, you can choose popular platforms such as Weibo, WeChat public accounts, Zhihu columns, Taobao, Youku Video, and Tencent Video.

The key to communication is to create new returnees in the tea industry, and by building a community, let users share the brand concept spontaneously, and publish an experience-based book on tea, "Tea Mouth", which not only teaches others how to taste tea, but also provides advertising, which is very useful for the rapid growth of the brand. At the same time, core fans are invited to join the established brand club to achieve consumer brand co-creation.

(2) Product sales channels

"Make money offline in the short term to survive, and make money online to make a living." The online strategy can be: "membership + Taobao Youzan sales" model.

The sales channels for traditional tea are mainly offline sales, including finding distributors, wholesalers, etc. This must be maintained, but with the upgrading of consumers and the rise of social marketing, product sales should gradually integrate offline and online.

Therefore, from the first moment users come into contact with the Haigui Tea brand online, to viewing the details, to comparison, to ordering, to payment, to express delivery, to customer service, to shelf life, to after-sales, every link should be humanized, improve service quality, focus on feelings, and create self-stars. The specific approach is that if a consumer leaves you a message, your customer service answer must be longer than the consumer's message; speed up the reply to messages. Core users will be randomly selected from time to time to experience new products.

5. User

For users, experience and price are two important criteria. The experience channel section has already touched upon this, so here we will mainly discuss the price. Through preliminary market research, we found that the price of organic tea is higher than the market price of similar types of tea. Therefore, we need to use clear data and content to tell all users: Why is the price of my organic tea so high?

In terms of content, the company mainly explains that the cost of growing organic tea is high, but organic tea itself is healthier than pesticide tea. The concept of "drinking good organic tea is healthy" is integrated into the entire product copy. In addition to providing sufficient reasons, for consumers, it means real goods and services.

(1) Ordinary members formulate tea

Recruit annual users and have each person submit the corresponding annual membership fee. Each annual user will receive a specified amount of tea from overseas returnees on special days of the year (such as birthdays, holidays, etc.). (The specific number needs to be calculated based on cost) Similarly, quarterly or semi-annual users can also be created. This can maintain a stable flow of customers and make this group of users a natural promotion channel. (How to play the Internet fan economy)

(2) Super Member Circle Tea Tree Land

The tea garden is divided into acres of tea fields, which can be claimed by super members after paying a fee. Managed by a team of overseas returnees. In addition, a name tag is made for each super member. By capturing the key nodes of tea growth throughout the year, a video is shot and a commemorative album "My Tea" is produced as a gift to super fans.

At the end of the year, you can create a New Year's Eve speech for your fans. Through online WeChat groups or offline gatherings, we review the one-year tea planting process, invite core fans to share tea tasting, and give fans a trip to Yingde Farm.

Author: Dr.M

Source: Dr.M