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A Good Plan Is Half The Success: Low Cost Marketing Starts With Planning.

2008/7/14 11:21:00 41846

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It is tempting for all enterprises to mention low cost marketing, especially for small and medium enterprises.

The latest figures of the State Economic and Trade Commission show that there are more than 8000 SMEs in China, accounting for 99% of the total number of enterprises in the country.

Nowadays, most small and medium enterprises want to win by low-cost marketing with low input and high output. But first of all, we must understand what is "low cost marketing"?

Low cost marketing is to maximize the return on the market with the most economical and reasonable input under the premise of fully considering and avoiding market risks.

This requires enterprises to integrate their existing resources, discern the law of market development, aim at the multiple pattern of consumer culture, and go out of a differentiation and differentiation path.

At the same time, through the combination of various propaganda means, we can accurately subdivide, so as to win the opportunity as soon as possible, seize the market and achieve sales.

Secondly, low cost marketing is not the absolute low cost that we imagine, but relative.

In other words, the implementation of marketing skills, marketing strategies and other implementation funds, if it is conducive to the overall marketing strategy and brand core and related identification system deduction, it can be called low-cost marketing.

Because this kind of marketing investment can be compensated adequately, and it can bring sales increase and sustained profit source for enterprises.

For example, a pharmaceutical brand can spend ten million of its marketing expenses on a series of products. If it can create more than one hundred million sales revenue for the enterprise, and at the same time effectively create a popular and popular brand image, this investment is a low cost marketing input.

Therefore, judging the low cost of enterprise's marketing behavior depends on its rate of return on investment.

Moreover, the two most important factors that affect low cost marketing are planning and effective.

Because marketing is effective at any time.

Only good planning and effective execution are the most cost saving and low cost marketing.

If there is no good planning and effective implementation, any so-called low cost marketing is futile and useless.

Because inefficiency is wasted, and wasting is certainly not saving money!

How can we talk about low cost marketing?

Wise and resourceful market, planning ahead!

Planning is always the top priority, so low-cost marketing starts with planning.

Planning is always the first priority.

In today's highly homogenized market competition, low cost marketing is undoubtedly a shortcut way for small and medium-sized enterprises to grow rapidly and innovates. It is also an opportunity to break through market segments. It is said to be "low", but the starting point of planning is not low, it is a kind of innovative marketing. Innovation itself is not easy to achieve.

He said he was "low cost", but after all, he had to spend money, spend money on investment, and invest in a rewarding way, which is the goal of low-cost marketing.

Low cost marketing is relative to "burning money", and it is the whole process of enterprises to achieve higher returns with lower input of people, money and goods.

Low cost marketing is not only manifested in advertising communication, but also closely related to market segmentation, product innovation, channel management, customer development, team building, brand maintenance, enterprise crisis prevention and control, and so on. It is a good use of small money to do great things, and its effect is often 42 kilograms, with twice the result and half the effort, and the effect can not be underestimated.

In fact, the essence of low cost marketing is low input and high yield.

This has long existed in China. Similar to the strategy of "win less or win by little wins" in ancient times, we should not blindly take the theory of "low-cost marketing" abroad to fool domestic SMEs.

Low cost marketing needs planning to achieve.

Planning is also a systematic project, including: enterprise positioning, image positioning, product positioning, market positioning, brand positioning, function positioning, consumer positioning; identifying differences, selling points and buying points; advertising, creativity, brand, public relations, promotion, terminals, channels, packaging, media selection and combination, consumer culture and consumer psychological grasp, etc., all involve the effectiveness of low cost marketing.

Only with good planning and effective execution can real low-cost marketing be realized.

Even if it is a leaflet or tabloid, planning and effective execution are very important, because tabloids have done "three empires".

Besides soft Wen, soft Wen also made the brain platinum!

Marketing planning is not written skills.

I have served a pharmaceutical group, the Ministry of planning has hired two text experts to do copywriting, one is a teacher born, self-taught Chinese medicine; the other is a writer, Writers Association.

They are almost ignorant of the market, marketing, advertising, planning, brand and so on, nor do they understand the media.

The teacher is a little better, and he has a little bit of self-taught medical knowledge. He can write some copywriters, but another writer is quite different. He usually writes essays or essays and so on. He is a good hand, but writing an ad copy is simply nondescript.

But the group boss, who has always called himself "writing a job for a lifetime", appreciates their writing level. Besides, other people's comments in the boss's eyes are almost always "short words". They equate writing skills with planning level, regard copywriting as planning, and regard pure literati as master planners. They are ridiculous and pay a heavy price.

Moreover, the great writer spent half a year in the group?

He knows nothing about product knowledge, professional knowledge and medical knowledge, but does not learn. But he always calls himself a "master". He works on his blog almost every day while he works, and indulges himself in the self indulgence of internet blogs all day long.

In fact, planning is not a word game!

You can't just read word Kungfu!

Literal Kungfu does not mean planning level!

However, planning must have a certain level of writing, because copywriting needs to be reflected in words, but words are never called scheming.

A real planner must be a professional and versatile person. He must have professional marketing knowledge and extensive market knowledge.

It is said that once a home enterprise has worshipped the literati writers and paid a high price to write a copywriter for the famous modern literary writer, and invited a famous contemporary film director to shoot an advertising film, the result was laughable and generous.

Planning is not something anyone can do. Literati writers are no exception. Without marketing experience and professional advertising, creativity, brand, public relations, promotion, terminal, channel, packaging, media and other marketing planning knowledge, it is impossible to achieve low cost marketing.

Practice is the only yardstick for testing theory.

Marketing theory has been developing and evolving in the West for decades. In the early 90s of last century, the earliest introduction to China was professor Kotler's theory of 4P (most Chinese enterprises have not yet learned well). At the end of 90s and early twenty-first Century, the 4C theory of Professor Robert Law was introduced (most Chinese enterprises did not learn well). In recent years, Don Schulz has put forward the 4R theory (most Chinese enterprises are even at a loss); in recent years, 4V theory has come again (most Chinese enterprises are all tinnitus).

In addition, there are blue ocean strategy, long tail theory, and so on, so that Chinese enterprises are dizzying.

In fact, the so-called "blue ocean" in the West should be a "paradise" in ancient Chinese legends.

Now some marketing planners are always talking about low cost marketing, as well as the blue ocean and the long tail.

I would like to advise you not to directly take western marketing theory, marketing or planning. The most important thing is flexibility. We should actively learn and learn from the advanced marketing theories of the west, but we must learn and use them in a lively way, but we must never copy them.

I really don't want some domestic marketing planners to be "personas".

We should also advise small and medium-sized enterprises to make friends, dealers and dealers, not just focus on the superficial theory of Kungfu, otherwise you will be "on the set"!

China's national conditions tell us that China is walking on the socialist line with Chinese characteristics, and China's marketing needs the marketing theory with Chinese characteristics, which is consistent with the national conditions, fits the reality and caters to the market.

Three or four years ago, the author, a friend who came from the market, was invited by the leader of the pharmaceutical industry to give advice on a new product. At the same time, he was invited to have three industry planner. One of them was the chief executive of the famous health care product planning team in China. His friend's trip to Beijing was also sent to the planning team headquarters by the officer. After that, a young man in the group asked his friend, "teacher Wu, you have so many years of experience in the market, how do you understand the theory of 4P?"

The friend replied with a smile: "4P, it's a person who puts 4 farts away!"

The young man suddenly turned red and neck, and was embarrassed.

This real joke illustrates a truth: "don't just talk about marketing theory, act and practice!"

Because practice is the only yardstick for testing theory.