4 steps to create a National Day marketing campaign plan!

I have read many books on training marketing directors, learned a lot of successful marketing planning cases, and participated in many marketing activities planned by bigwigs. However, whenever I start doing marketing planning, I still have no idea. National Day is coming, how should marketing activities be planned?

1. Key tasks of marketing activities

Based on the analysis of multiple marketing campaign plans, it is concluded that marketing activities are subject to the influence of the current level of your product in the industry. The activities that can be applied in each field also have hierarchical restrictions. The industry level determines what you are in the minds of consumers and whether they need you.

For example: In an ordinary restaurant, in order to attract customers, if you want to hold a VIP high-end banquet event, few people will buy it. The reason is that, in the minds of consumers, you are just a place to solve the problem of eating, which cannot match the high-end feast in their minds.

Therefore, when you understand the level of your product in the same industry, you should know which activities are suitable for your product, and you can create a consumption scenario for your users that they want.

Steps in marketing campaign planning

1. Purpose and objectives of the activity.

2. Activity time and theme.

3. The form and logic of the activity (you can draw a rough flowchart)

4. Promotion plan of the activity.

5. Activity content and process planning

6. Activity costs and outputs

The above is a typical list in a plan. It is also something that must be included.

2. Setting the Theme of Marketing Activities

The theme of the event is the first point that triggers consumers' emotions. If it is too ordinary, users will find the event unattractive and will not pay attention to you. In this regard, we give suggestions on event planning themes for different brand types:

1. The company or brand is already well-known and consumers are aware of the brand

In this case, the topic can be named directly from the perspective of the enterprise, and the subtitle can reflect the user's interests.

2. The brand is not well-known and consumers have no knowledge of the brand

When consumers are unclear about a brand, discounts are usually the first attraction.

3. The brand has a specific audience and requires a high-end tone

Highlight the role of consumers, who have dreams and high demands for quality of life, so the theme of the event must also be consistent with the values ​​of consumers.

4. The brand has a wide audience, and the tone of the event should be more approachable

There are many successful cases of cross-border collaborations that have been very popular recently, and you can learn from them.

Tip: The theme can generally be set as a main title and a subtitle, one is the main theme, and the other is an auxiliary description of the activity type to let consumers know what kind of activity it is.

The above are some ideas when designing a theme. Of course, another key point is creativity, which requires the planner's long-term accumulation of knowledge and insight into life and human nature. Of course, you can also sign up for Houchang College's "Integrated Marketing Training" to learn target user psychological analysis

3. Grasp the key points and make good matches

The content of a marketing campaign is undoubtedly important in determining whether users take action or purchase a product. Generally speaking, set the content according to the activity type and match the content according to the key tasks.

1. Package Sales - Diderot Effect

Juliet Schroer, an economist at Harvard University in the United States, proposed a new concept - the "Diderot effect", also known as the matching effect, which refers to the phenomenon that after people own a favorite item, they will purchase corresponding items to achieve psychological balance.

When you recommend a product to consumers, they will inevitably feel that it is unreasonable and they need to buy a complete package to achieve the ideal state. This means that your package is not just about products, but is service-oriented, providing consumers with more choices.

2. Collecting benefits – mental accounting

Psychological cost

"200 off for purchases over 1000" and "20% off for purchases over 1000 yuan", which of these two statements do you think is better?

“200 off for purchases over 1,000” means that 200 yuan will be returned to me as the money I originally spent. It’s like an unexpected surprise.

"20% off for orders over 1,000 yuan" means that the discount is only available if the order is over 1,000 yuan, and I don't want to buy that much, as I will feel like I'm being cheated.

Emotional interests, for example, if you buy a piece of clothing priced at 2,000 yuan for yourself, you may feel it is expensive and reluctant to buy it, but if it is a birthday gift for your loved one, you may buy it without hesitation.

3. Reference selection – the decoy effect

Example of an ad for The Economist magazine subscription:

① Electronic subscription: US$59.

②Paper subscription: US$125.

③ Electronic and paper subscription: $125.

Why would they offer a digital and print subscription when the price is the same as a print-only subscription?

The experimenters gave 100 MIT students the above price list and asked them about their purchasing choices. When all three options were available, the student chose the hybrid subscription; when the $125 print subscription option was removed, the student chose the cheapest option.

How can you use this for promotion? Find expensive products among your products to use as inducements. Even if they cannot be sold, you can still set up a bait. The purpose is to make your other products appear to be of good quality and low price in the minds of the customers.

There are many other strategies, such as loss aversion psychology, reciprocity principle, reference psychology, and social identity principle, which are all set according to consumer psychology. I suggest you read some books on social psychology that influence consumer decision-making or sign up for Houchang College's "Integrated Marketing Training"

Summarize:

This article briefly introduces some reference ideas from four aspects: industry perspective, planning steps, event theme, and marketing activity content. I hope it will be helpful to everyone.

Before launching a marketing campaign, think about the level of your industry and the dimension from which you need to conduct the campaign.

The setting of the activity theme should be based on the purpose of the activity, the enterprise, the users, and the relationship between them.

According to the activity type and purpose, grasp the key points, match the content well, and encourage consumers to take action.

Author: Network

Source: Houchang College