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The "Flicker" Rule Of Marketing Planning

2009/2/5 15:54:00 41977

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Open web pages, about planning and "

Flicker

"There are a lot of related content, of course, most of them are critical voices.

Objectively speaking, in the minds of many planners, no matter whether they are recognized on the surface or not, planning and flickering are more or less equal.

In the minds of many customers, I am afraid that planning and flickering will be even more direct, especially for some more radical and deeply hurt customers.

Plan

Equate to

Flicker

Not surprisingly.

Planning is a process of carrying out a series of business activities in order to achieve the enterprise's business strategy or business purpose. This process needs to effectively utilize and integrate various resources through various means and means, so as to give full play to the thinking and wisdom of the staff.

These jobs can be carried out within the enterprise itself, planning and operation, or outsourcing of work to professional practitioners or consulting firms, and assisting in implementation.

Flicker

It is the word in Northeast dialect, that is, deception, coax, and Mongolia. The reason why the word flicker is famous and popular is mainly because it played the role of the theme in Zhao Benshan's famous essay "selling the crutch".

Flickering is also a way or means to achieve some purpose.

It can be seen that planning and flickering have similarities, but there are also great differences.

The difference is: planning is great wisdom, and flickering can only be a kind of smart; the same is: planning is a way and means, flickering is also.

Therefore, for planning and flickering relations, it can be said that planning is "flickering", but this "flicker" is by no means "flickering".

Planned "

Flicker

It is also a kind of ability, a level, a kind of wisdom, an art, can "flicker" success, achieve the goal, in terms of planning itself, is successful, "flicker" is also worth affirming.

策劃“忽悠”法則一：師出有名

"A just teacher will win". In ancient times, whether war or Crusade, we must first find a reason for war.

Similarly, the promotion of products must also have a reason for convincing people to accept the reasons for the masses.

In 2002, AUX launched the air-conditioning price white paper, which was a great victory.

策劃“忽悠”法則二：口號響亮

We must choose a loud, easy to understand, easy to remember and spread slogan or advertising language for the promotion and promotion of products, which will play an important role in promoting sales and marketing of products.

For example, for children's Wahaha - mother, I want to drink; brain platinum - this year's holidays do not receive gifts, accept gifts on the brain; GREE air conditioners - good air conditioning, GREE made; Maxwell coffee - drops of Luzhou fragrance, still unfinished; Nestle coffee - very delicious; Dabao skin care - to skin good, sooner or later with Dabao, etc., these popular slogans, even today, it is still widely circulated.

It is precisely because people's recognition and memory of these loud advertising slogans have also played a great role in product sales and brand promotion.

策劃“忽悠”法則三：只說好不說壞

In planning, it's a rule to say nothing but bad. Of course, no one is stupid enough to spend money telling everyone that their products are not good.

In the early days of China's advertising industry, business owners hate to say that their products are all treasures, such as medicines and health products, which can cure all diseases. As long as they eat, they will be effective. In the positioning theory period, the product USP can only be said well, and it can be more moving to the hearts of people.

In this case, the consumer has been "flicker" not to know the southeast and the northwest, how can the heart not be captured by the obedient?

策劃“忽悠”法則四：引導需求，激起共鳴

Consumer demand is always there, and is also different from each other. Consumers' needs are not satisfied by all enterprises.

So?

How to find a common ground between the needs of consumers and the purpose of enterprises, and get the recognition of consumers, resonate, it depends on the level of "flicker" of the planners.

Digging into the potential needs of consumers and guiding them to use them has become a consumer vision for enterprises to publicize to consumers.

If this demand mining is good and can be closely integrated with the service provided by the enterprise, then it will be very successful if we want to stimulate it again.

策劃“忽悠”法則五：無限擴大

Seize the point, expand infinitely, make a lot of quotes, and make you believe in it, and then form the core selling point of the product, so that other products of the same kind can only keep a close watch on the other products, and let the target consumers smell the heart.

Whether it's a celebrity or a customer, or a few kids, cartoon images, data and related departments, in short, you need to be able to provide strong persuasiveness and great attraction for the unlimited expansion of your needs, stimulate the interest and desire of consumers, and promote communication behavior.

策劃“忽悠”法則六：明星代言

Celebrity endorsement is always the most effective way of advertising.

Although some people will object to the fact that the celebrity endorsement is not effective now, the huge endorsement fee will not bear heavy burden on the enterprise.

But it is undeniable that celebrity endorsement is still the best way now. Turning on the TV, turning the magazine and the stars everywhere will be enough to explain everything.

策劃“忽悠”法則七：不背叛底線

Planning no matter how to "flicker", this is only a means, not a purpose, but it can not betray the bottom line of "flicker". This is the most important rule in the "flicker" rule.

The bottom line is: we should not betray our conscience and not tell lies.

No matter "flickering" or planning, planning is to create value for business owners, let products sell well and let consumers buy Premium, which is reasonable.

But we must never dress for crooks, do not speak for deception, do not publicize false products, and do not promote cheating.

This is the fundamental point of planning "flickering". Without this, planning "flickering" is not a great wisdom but a smart thing.

Editor: vivi