How to write the effectiveness of marketing activities

Question 1: How to write a marketing activity effectiveness evaluation report? According to the content of the activity, implement every detail. Give your suggestions and the benefits of the activity.

Please adopt it, thank you!

Question 2: In the marketing plan How to write a 10-point goal and expected effect: How much sales can be brought through the activities you planned, how much help it will bring to the company, how to meet customer expectations, how to market the company's staff, etc.

The expected results are the same: sales volume, advertising effect, customer satisfaction,

Just write whatever you want in your marketing activities, it’s not difficult, there is no right or wrong in it

Question Three: How to write a marketing plan A good creative marketing plan is like a delicacy. In addition to the freshness of the ingredients and good texture, it also needs to be added with condiments such as oil, salt, soy sauce and vinegar, as well as the control of the heat. Only in this way can the delicacies be delicious and delicious. But why are there not many good marketing plans? This actually reflects that consumers do not have high evaluations of marketing methods, product quality and service standards. They do not have enough trust, worry a lot, and complain a lot.

Nowadays, the products of many companies are very good. But why don’t consumers buy it? The reason is very simple, just like the root cause of a bad dish is mostly not a problem with the ingredients, but something wrong with the condiments. Grasping condiments is a major skill in Chinese and Western cooking. The advantage of Chinese food is that it is easy to make rice that is very fragrant but not necessarily nutritious, such as pimples mixed with soup or fried noodles. The advantage of Western food is that it is not overpowering but nutritious, such as sandwiches. At present, many domestic enterprises are marketing for the sake of marketing, maximizing profits, boasting too many condiments, and having too big concepts and ideas. So if we compare marketing with cooking, how do we make a delicious, nutritious, and healthy dish that is full of color, flavor, and flavor?

Good marketing planning requires research on market trends and consumer behavior as well as data to support marketing plans and communication plans. The most important thing for good marketing is to be creative, and good creative marketing has a value chain: creativity - research - consulting - dissemination. The four points on this value chain are the condiments of oil, salt, sauce and vinegar in cooking. Creativity is like oil, it can be stir-fried with a little heat, and it can be fried with a little bit to bring out all kinds of flavors, burn out sparks, and burst out ***. Research is like salt, too much is too salty, and the commercial flavor is too strong; too little is too light, and the research flavor is lacking; consultation is like sauce, add flavor and color, turn ideas into actions, and turn data into methods. Spread like vinegar, focusing on promoting metabolism in the body. Although the taste is sour, the effect is obvious and it quickly dilutes the marketing plan and content. If there are detailed and powerful data and facts to support the idea, it will be just right and taste delicious.

Creativity is a broad term in marketing. It means coming up with ideas, ideas, directions, and thoughts, which are unique. Creativity does not come from thin air, but comes from innovative ways of thinking, from the tendency to deny oneself, from the desire to dare to try new things, and from the courage to exceed customer expectations. In short, creativity first is just to give the marketing plan a highlight, a kind of thinking, an outline, an interest, and a vision, so that this plan has a brainstorming platform and direction.

Creativity requires confidence. Once you have a preliminary idea, you need research, proof, and support to increase your confidence, and then proceed to a second idea. The creativity in front is an idea, train of thought, system, direction or platform that guides thinking. The subsequent secondary creativity is to elevate the idea creativity to the creative implementation of the action plan. For example: Lingdian Group was the first to advocate the participation of private sector forces in the evaluation of ***'s public *** management. Initially, this was just an idea. Later, through research, it was discovered that social management has a great demand for this and it is a general development trend. Then they Through consultation, a series of activities such as the "Listening to Public Opinion Award" and the "Golden Bell Award" forum were designed, and then the communication results were fixed as an annual routine. In this era that increasingly needs to focus on the people, it is particularly important for explorers to make public management based on research and beyond research to keep up with the development of new media, and to use data and facts to make marketing more confident.

Original text: crm118/article-788-1

Creativity is turning ideas into actions and research into methods, and the actions and methods you propose are qualitative and quantitative changes that need to be provided by you A series of complete plans, including goals, objectives, milestones, market positioning, marketing positioning, customer positioning, price positioning, brand positioning, service positioning, communication positioning, etc. It is a dish in the same pot as creativity and research. They are brothers, not strangers. Therefore, coherence, completeness, innovation, and feasibility must be consistent, reflecting the core elements of the creative marketing value chain that we have always emphasized.

Question 4: How to write a marketing plan? The content and format of the marketing plan

1. Executive summary and essentials of the marketing plan

Trademarks/pricing/important promotional methods/target markets, etc.

2. Current marketing situation

(1) Market situation: current product market/scale/advertising/market price/profit margin, etc.

(2) Product status: current varieties/features/price/packaging, etc. on the market.

(3) Competition situation: the main competitors and basic situation in the current market.

(4) Distribution status: sales channels, etc.

(5) Macro-environmental conditions: consumer groups and demand conditions.

3. SWOT problem analysis

Advantages: Advantages in sales, economy, technology, management, policy, etc.

Disadvantages: Weaknesses in sales, economics, technology, management, policies (such as industry regulations and other policy restrictions).

Probability: Market probability and control.

Threats: The biggest threats and risk factors in market competition.

In summary: How to maximize strengths and avoid weaknesses, give full play to your strengths, and avoid weaknesses and risks.

4. Goals achieved by marketing planning

Financial goals:

The company’s sales revenue forecast for the next three or five years (if financing is successful):

(Unit: 10,000 yuan)

Marketing goal: What is the gross profit margin of sales cost.

5. Marketing strategies adopted in marketing planning

Target market:-

Positioning:-

Product line:-

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Pricing: the composition of product sales costs and the basis for setting sales prices, etc.

Distribution: Distribution channels (including agency channels, etc.).

Sales team: formation and incentive mechanism, etc.

Service: After-sales customer service.

Advertising: A form of promotional advertising.

Promotion: Promotion method.

R&D: Product improvement and new product development initiatives.

Market research: main market research methods and measures.

6. Action plan

Marketing activity (time) arrangement.

7. Estimated profit and loss statement and other important financial planning statements: -

8. Risk control: risk sources and control methods.

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①The name of the planning document; ②The planned customer; ③The name of the planning agency or planner; ④The planning completion date and the applicable time period of this planning.

The main text of the planning document mainly includes:

1) Planning purpose. At the beginning of the business opening, there was no systematic marketing strategy, so it was necessary to plan a marketing plan based on market characteristics.

2) Analyze the current marketing environment.

1. Analysis of current market conditions and market prospects:

① Marketability of the product, actual market and potential market conditions.

②Market growth status, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, how effective is the corresponding marketing strategy, and the impact of demand changes on the product market.

③Consumer acceptance, this content requires planners to analyze the product market development prospects based on the information they have mastered.

For example, in the "Marketing and Advertising Planning Case of Deonai" for a brand of mouthwash in Taiwan, the planner analyzed the risks of Deonai entering the market, and the judgment of the product market is quite exciting. As pointed out in the analysis of product market growth:

① The good performance of similar products Listerine shows that the risk of entering the market is low. ② The fact that another similar product, Sukojing, is generally accepted on the market indicates that Listerine is defective. ③ Mouthwash is a product for family members and has a large market.

④ The improvement of living standards and the increase in the middle and upper class indicate its future market growth.

2. Analyze the influencing factors of the product market.

Mainly analyzes uncontrollable factors that affect products: such as macro environment, political environment, residents’ economic conditions, such as consumer income levels, changes in consumption structure, consumer psychology, etc., for some products affected by technological development The influence of technological development trends also needs to be considered in the marketing planning of products with greater impact, such as computers, household appliances and other products.

3) Analysis of market opportunities and problems.

The marketing plan is...gt;gt;

Question 5: How to write a marketing planning plan? How to write a marketing plan

What is a marketing plan?

How to write a marketing plan? What are the basic parts of a complete marketing plan?

Today

Let us learn to write a marketing plan step by step starting from the simplest format.

Marketing planning copywriting, or marketing planning book,

is a written report form of marketing planning.

Marketing planning copywriting should be standardized in form,

clear, specific, visual and operable. How to write a marketing plan that will impress people's hearts? The first is the length of the copywriting.

The length should be consistent with the complexity and simplicity of the planned content.

The form of the copywriting should be rich in pictures and texts.

The language of the copywriting should be concise.

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Smooth,

Vivid,

Lifelike, the structure of the copywriting should be rigorous, perfect, layer by layer

Progressive, interlocking, Look after each other. Under normal circumstances, a

complete marketing plan case introduction

――

body

――

Ending

——

The appendix consists of four parts.

1

． The preface

can also be called the introduction,

is the beginning of the plan.

The function of the preface is to arouse the reader's attention and interest.

Marketing Here

How to write a marketing plan book in a thoughtful and eye-catching way? It seems more demanding, concise and concise,

and has a clear theme.

In terms of the composition of the content, the preface mainly includes the following parts: Planning the topic

(

Introducing the origin, background and significance of the topic

)

, guidance

Thoughts

(

Clarify the theoretical basis, behavioral motivation, basic requirements and final requirements of planning

The ultimate goal

)

And the key points, difficulties and keys

(

The key point is

refers to the main problems that need to be solved in the planning operation;

Difficulties refer to the difficulties and obstacles that may arise in the planning process;

The key refers to the right

Planning is the most important and decisive factor

)

The key point is to describe why such a plan is carried out.

That is, clearly expressing the importance and necessity of this plan

can attract readers to read the text further.

If this purpose is achieved,

then the

role of the preface will be fully exerted.

2

． Text

The text is the main body of the planning project. Its main contents include:

①

Starting and ending time. Indicate the year, month and day from which this plan will be implemented and will end with the year, month and day. Time arrangement

The arrangement must be scientifically calculated, which can not only leave room for work, but also pay attention to work efficiency.

②

Location environment. Explain the operation area, scope and internal and external environment of this plan. and provide analysis and explanation.

③

Content object. Specify the development projects, specific tasks, main ideas and operational points of this topic, and put forward relevant requirements.

④

Methods and means. Clarify the methods and methods for the operation of this topic, select scientific means of operation, and implement specific measures.

The selection of methods and means should be based on the planning content and objects, and should be tailored to the circumstances and strive to be scientific and effective.

⑤

Procedure steps. Arrange the planning process of this topic, divide the operation stages, and specify the start and end time, specific tasks and main goals of each stage to ensure that the plan is implemented in an orderly manner.

⑥

Statistical analysis. Analyze the basic situation of manpower, material resources and financial resources required in the planning and implementation process, calculate their standard usage, and try to be thrifty, budget carefully, make full use of it, invest less and be more efficient.

⑦

Personnel responsibility arrangements. Make specific arrangements for the organizers, commanders, participants, and responsible persons at each stage of the planning and implementation of this topic.

Clarify the responsibilities and rights, and implement them for everyone. In the text part, we can see that marketing planning

How to write the book directly determines

the actual program steps,

so when writing, you can’t just As a matter of paper,

every aspect of the arrangement must be carefully considered

carefully, and every detail must be considered and implemented.

3

． Ending

The end is a summary, prediction and suggestion of the planning project.

The main contents include:

①

A brief summary of the full text of the plan;

②

A brief summary of possible aspects of the plan during its implementation. Predict emerging problems and final effects, and propose countermeasures;

③

Provide opinions and suggestions on matters related to the planning project and its operation.

4

． Appendix

The appendix is ??the questions and information presented along with the plan.

It is the attachment to the plan.

The role of the appendix is ??to provide proof of the planning objective

For example, samples of consumer questionnaires,

Original information from the symposium Photos and other image materials, etc.

Finally, the planning proposal must be noted

The name of the design unit and author, as well as the time of finalization.

The format is the beginning of learning to write a marketing plan.

But in actual market operations,

How to write a marketing plan is by no means simple

It is so easy to follow the format standards, among which...gt;gt;

Question 6: How to write the general structure of a marketing plan:

1 , description of the plan (why this plan is made, what problem this plan is to solve)

2. Market analysis (who are your consumer groups, what characteristics do they have, and what are the consumer groups like? Division)

3. Marketing strategies (what marketing strategies are adopted, which consumer groups are targeted, how to catch eyeballs, how to build marketing channels)

4. Media/ Promotional strategy (in order to implement your marketing strategy, what methods do you need to adopt? Is it advertising or promotion? List detailed methods, budgets, and cost accounting)

5. Effect estimation (for this purpose Estimate the social and economic benefits generated by the marketing plan)

6. Risk assessment (possible risks and solutions during the implementation of the plan)

7. Conclusion (conclusion) (like)

Question 7: How to write a marketing plan benefit evaluation? The so-called relative market share refers to the ratio of the market share of each product of the company to the market share of the largest competitor in the same industry. Relative market share is an important indicator for analyzing a company's competitive status, and it is also a comprehensive economic indicator for measuring a company's marketing status. A high relative market share indicates that the company has good marketing status, strong competitiveness, and a favorable position in the market; conversely, it indicates that the company has poor marketing status, weak competitiveness, and is at a disadvantage in the market. Consultative team marketing team is an evaluation of the sales effectiveness of the sales team in sales planning. There are three main ways to evaluate the performance of a consultative sales team. (1) The sales team life cycle evaluation strategy evaluates team members after the end of each customer sales activity. This strategy has three advantages: First, the sales activity has ended and the team members have completed their tasks. Situations and work outputs can be measured comprehensively to improve the accuracy of performance evaluations. Secondly, timely evaluation and post-evaluation incentives can improve the motivation of team members. Third, the information required for performance evaluation is easy to collect, team members remember work performance and mistakes, and it is easy to reach consensus on evaluation opinions. The disadvantage of this strategy is that when there are many customers, team performance reviews are more frequent and take more time. (2) Performance Appraisal Plan Job Specification Strategy The appraisal plan is the carrier for the appraisal work. It stipulates the content of the performance appraisal, appraisers, appraisees, appraisal indicators, weights, etc. Its core content is to formulate reasonable plans based on the characteristics of different positions. Assessment indicator system. A consultative sales team is a temporary organization with the goal of completing a sales activity. Although the composition of different sales teams is slightly different, the key positions and responsibilities of the team are relatively fixed.

For example, the technical consultant position is responsible for technical communication with customers, writing technical plans, etc.; the business consultant is responsible for the production of bidding documents, contract negotiation and signing, etc. Since the positions are relatively stable, standardized and universal evaluation plans can be set according to different job responsibilities. This plan not only serves as an evaluation tool for each sales team, standardizes the evaluation behavior of each sales team, but is also the direction for team members to work hard. In a small sales team, one person may hold multiple positions, and all positions he/she undertakes need to be assessed. (3) Team member value contribution position-driven strategy The performance of the team is not only related to the remuneration received by the team, but also related to the performance measurement process and method. However, it is difficult to accurately measure the value contribution of team members to sales activities, and people tend to adopt subjective characterization. evaluation method. Although the evaluation system of marketing planning effectiveness is not yet complete. However, as long as the goals and direction of the planning are established, the effectiveness of the planning can also be correctly evaluated.

Question 8: How to write a marketing plan for WeChat public platform? WeChat public platform marketing, I hope this article will be helpful to you

First of all, as a WeChat public account, it must have something that can retain people. You have attracted people, but when others see that your official account has no content, the fans will not stay for long.

The so-called content includes the following points:

1. For those who sell products, the product pictures do not need to be very exquisite, but at least they can make people look at it at first glance, and they will look at it again. The impulse of a glance. At the same time, please try to make the product details page as complete as possible. If you have time and energy, you can make beautiful videos of several main products and create a link. If customers who want to buy see the video, they will feel more at ease and the probability of purchasing will be at least 50% higher.

2. Have your own unique style. Whether it’s the color or the overall style, it has to be done carefully. Don't bring in random pictures to lower your grade. If you still need to learn more about WeChat operations,

3. There are regular promotions. If fans are willing to stay, they must have certain interests. If you haven’t made any news or created any news for ten days and a half, fans’ interest will decrease until they cancel their attention.

4. Reply to every message promptly and carefully. Since a fan sends you a message, he or she is at least an active fan. If these fans interact well, they will become loyal fans and it will be difficult for them to leave. If you still need to learn more about WeChat operations,

5. Don’t let your page scare away “users with difficulty in choosing”. What this sentence means is that you have done all the previous points, but the page is too "fancy". For example, the main interface usually has three first-level menus, and each first-level menu can have five second-level menus. Then the problem comes, some people make their secondary menu very confusing. For example, fans can’t find the entrance to your store’s homepage even though they are searching for it; for example, putting service pages and interactive pages into one menu item; for another example, the menu name makes it difficult for people to understand at first glance. What is it used for? At the same time, the pages must be classified one by one and must not be messy. Those that introduce products and companies are put into one category; those that interact with fans are put into another category; those that provide some help and tips for shopping are put into one category. Otherwise, fans will be at a loss when they see those menu items that only you can understand. They will also think that the content of your official account is confusing, which will create a bad feeling.

First get your basic content ready, and the next step is to promote it and add followers. Don’t believe in the myth that you can earn tens of thousands or even millions a month by selling things in Moments. Why? Because that’s really a myth, haha. So, how to add powder? How to promote it? It's actually the same thing. First, let’s talk about QQ group fans. I want to say that this method is simply weak. QQ group promotion is just like swiping the screen in Moments. It will only lead to three results: 1. People will be kicked out directly after sending the link or QR code in the QQ group. Basically, the probability of someone clicking in or scanning you is less than 1 in 10,000, and you will be despised by others.

Browsing the screen in Moments makes friends visually tired (they already know that you are doing promotion, so except for the first and second time, the rest are basically invalid promotions) 2. Very tiring 3. A waste of time 4. Affects the relationship between friends .

The possible and effective methods are as follows:

Offline promotion:

1. Offline cooperation promotion.

This needs to be done in combination with product features. For example, if you are doing women's clothing, you can make good use of the resources of nearby universities. If you think that college students are not the main force of consumption, you are wrong. Just search for the recent spending power survey and you will understand. College students generally have financial support from their families, plenty of spare time, and are very willing to accept new things. If you cooperate with some clubs in the school to do some activities, such as talent contests, orientation parties, etc., provide some clothes, hold a fashion show, and scan the code to enjoy a few discounts (this discount can give you the best use of your In short, after this college is finished, there will be another college. After this school is finished, there will be another school. For example, when I make home appliances, I usually cooperate with some large shopping malls or supermarkets, and you will receive small gifts when you scan the QR code. Such fans are generally of higher quality, and the investment cost can be increased or decreased in time according to the effect, which is very flexible. high. If you sell other products, please use the method of drawing inferences. This is just an idea. I believe that as long as you find the right target consumer group, use the right method, and fit the taste of your fans, you can continue to copy the method that suits you. If you still need to learn more about WeChat operations,

2. Other offline promotion methods.

In addition, going to parks, playgrounds and other places to do some entertainment activities will also bring about differences...gt; gt;

Problem 9: How to write a marketing planning plan? Standard format of marketing planning plan

1. Cover

2. Table of contents

3. Plan content

(1) Planning object environment

1. Planning object macro-environment (political environment, legal environment, economic environment).

2. Local planning object environment (social and cultural environment, technological environment, natural environment, population environment).

3. The opportunities and threats provided by the above-mentioned environmental status and trends.

(2) Basic information of competitors

1. Overview of competitors: past sales, market share, sales, profits and other economic indicators.

2. Sales philosophy and culture: company philosophy, shared values, business policy, business style, corporate mission, and goals.

3. Planning project overview.

(3) Market analysis

1. Market research

2. Market research: research topics, research methods, research results (data, charts).

3. Market planning.

4. Market characteristics.

5. Competitor lineup - upper, same and lower competitors (based on market share or sales).

6. Identification of the competitive landscape - whether a market leader, challenger, follower or filler will be formed.

7. Market performance, marketing plans, competitive strategies, and competitive advantages of major competitors.

8. Marketing opportunities for this project.

9. Market analysis of similar projects in surrounding areas (specific regional industry market size and trends, specific regional industry market structure, specific regional industry market environment situation).

10. Distribution map of similar planning objects in the surrounding area

11. Comprehensive market analysis of the project (market share, sales and other industry market statistics in the industry).

12. Analysis of project advantages and disadvantages (overall advantages and disadvantages; advantages and disadvantages in marketing. What is done best and what is done worst in marketing, in terms of market The aspect or field in which you are best at and most successful in marketing)

13. Market opportunities and obstacles

(4) Project positioning

1. Project Positioning point and theoretical support

2. Project demands and theoretical support

(5) Market positioning

1. Main market (target market) positioning and theoretical support Points

2. Positioning and theoretical support of the subsidiary market (auxiliary market)

(6) Owner situation

1. Classification/distribution of owners.

2. Characteristics of the owners (What do these owners look like? How do they live, how do they receive this service and related services?)

3. How many owners are there?

4. Owner’s consumption behavior/psychology (why decoration, what characteristics are sought during the decoration process? Decoration process, influencing factors before decoration).

5. Setting up decoration incentives.

(7) Development of marketing activities

1. Objectives of marketing activities.

2. Target market.

3. Facing problems.

4. Competitive strategy, competitive advantages, and core capabilities.

5. Marketing positioning (determination of differentiated competitive points of difference).

(8) Marketing strategy

1. Planning strategy: (1) Planning concept; (2) Brand and packaging planning.

2. Price strategy: (1) Pricing ideas and price determination methods; (2) Price policy; (3) Management of the price system.

3. Channel strategy: (1) Channel selection; (2) Channel system construction/management; (3) Channel support and cooperation; (4) Channel conflict management.

4. Promotion strategy:

(1) Overall promotion idea;

(2) Promotional means/method selection;

( 3) Promotional concepts and themes;

(4) Promotional objects'

(5) Original promotion plan/plan, advertising plan, advertising strategy, advertising script;

(6) Promotional activity process;

(7) Promotional activity effect;

(8) Promotional expenses.

5. Planning activity strategy (1) Event timing (2) Countermeasures (3) Effect prediction

(9) Marketing/sales management

1 , Marketing/sales plan management.

2. Marketing/sales organization management:

(1) Organizational functions, job responsibilities, and work procedures;

(2) Personnel recruitment, training, and assessment , remuneration;

(3) Sales area management;

(4) Marketing...gt;gt;

Question 10: Publicity plan How to write a marketing plan. . . . I didn’t understand it the first time. It’s really hard for others to answer this, and the different solutions for the product are different; first, you need to understand the product, package the product and publicity materials, and then choose a suitable publicity or sales method. First determine the goals to be achieved, expected preparations (including expected cost investment, resources, manpower, etc.), implementation plan (implementation process), expected results (expected results), and basically make it from these points