Marketing Manager: How To Plan And Implement Publicity Materials

The details determine success or failure, and every marketer calls him hoarse, but he lacks enough physical walkers.

In order to do well the planning and implementation of materials, we must have a complete understanding of the whole picture and form a clear system of thinking.

Combined with practice, I would like to talk about my views.

Generally speaking, publicity materials are part of the publicity and promotion work of enterprises. They are part of the publicity and promotional combination of enterprises. Compared with other publicity methods, such as networks, television, newspaper media, large outdoor, etc., they are more flexible and flexible, with small investment, narrow scope and wide range, and more direct pmission of information.

It is a more general publicity and promotion tool.

Clear classification of materials will enable us to have a more mature awareness of promotional materials, and help to strengthen the rationality and purpose of our material delivery.

According to different angles, there are several classifications:

2.1 according to the timeliness of materials, they can be divided into conventional materials and temporary materials.

Conventional materials refer to materials that are put into operation for a longer period of time. The materials that are suitable for a longer period and must be kept are the main body of material delivery, and the proportion in the budget is larger. Temporary materials refer to temporary and one-off delivery according to the specific needs of a certain period, with short duration and strong timeliness, which are supplementary materials.

2.2 from the perspective of material function, there are customer friendly materials and auxiliary materials:

Guest material mainly refers to various kinds of gifts, gifts and so on. The purpose is to strengthen the maintenance of customers and distributors, and to facilitate sales of materials is mainly aimed at promoting sales of products or brands.

2.3 according to the scope of publicity, it can be divided into channels to publicize materials, consumption and publicity materials.

Channel materials are mainly used for publicity and promotion of channels, and consumer publicity materials are targeted by consumers.

The release of materials must be carried out in a planned and purposeful way. Therefore, a phased material delivery plan should be formulated according to the actual development of enterprises and the overall publicity plan of enterprises. Accordingly, the scheduling of material procurement should be done well so as to avoid blindness and disorder.

3.1 before making the material plan, we must first clarify the following two problems:

First, it is necessary to clarify the functions of publicity materials in the overall combination, namely, what is the publicity task they undertake (who is the object of publicity, the scope of publicity, and what is the content of propaganda).

Second, the material budget should be defined on the basis of the overall publicity budget.

3.2 the principle of reasonable material combination.

After clarified the tasks of the publicity materials and delineated the budget, the next step is to guide the selection and quantity planning of the materials.

The following principles must be followed when making material combinations.

The material used for publicity must be related to the product or brand, so that the publicity effect will come to an end. If consumers sell the cooker and wok, consumers will be more receptive to and promote publicity and promotion. On the contrary, advertising aprons are popular in the past two years, and many pharmaceutical companies are blindly following suit. Even a company that produces hemorrhoids products has produced a large number of them. Although they only printed the name of the enterprise, there was no word "hemorrhoids". But what effect can this do? Your fundamental purpose is to sell hemorrhoids drugs. Do you expect the consumers to wear aprons to recall your hemorrhoids products?

If not, what does that mean?

That is to say, in material planning, we should consider the cost, match the budget, and consider our own ability.

Certain materials may be very applicable, but if the unit price is too high and conflicting with the budget, you can only reluctantly give up. The material combination you plan may kiss with the task you have designed, but if it exceeds the budget, it must be reduced on this basis.

The material plan for the enterprise must be formulated according to the needs of its own propaganda work, and the material combination should be planned accordingly.

Each material in the plan must have its own functions, shoulder the unique tasks and complement each other, so that the material structure can be combined reasonably.

The best results can be achieved with the least budget.

Some enterprises only pay attention to what they are doing and what they are doing when they put material into operation.

However, it is not clear whether the material is aimed at consumers or channels, whether the scope of delivery is a primary business or a two level business or terminal. Is this consistent with the current publicity task?

Such blind investment can only result in waste.

Some materials must be invested in a large-scale and continuous way in order to achieve the desired results.

If the material budget is not enough to support, then it is better to save for other publicity.

For example, the product display cabinet should be clear before investing. Whether this is our input direction, if not, do not do one thing at all. If you want to do it, you have to scale investment in a certain market, otherwise it will not play much role in improving the display of products.

Material delivery should follow the principle of gradual development.

That is, top-down, or local and national.

Similarly, with product display cabinets as an example, if we want to invest, we must first improve the first class distributors, and then the core two level business, and then advance orderly.

Understanding this helps to plan reasonably the quantity of each publicity material.

There are two common problems in the use of publicity materials. One is the misappropriation of business personnel. The two is the backlog of agents or dealer warehouses.

In a word, it is waste.

To solve these two problems, we require systematic restraint and supervision on business personnel.

One of them is to set up a registration system for high value materials; secondly, it is necessary to clearly incorporate the use of publicity materials in the work responsibilities of all levels of business personnel and establish relevant assessment regulations; third, regular and irregular spot checks.