How to write marketing plan?

Once active in the pharmaceutical marketing industry and creating countless myths, the pharmaceutical marketing army is now generally faced with a puzzle, and there are sighs everywhere: advertising supervision is getting stricter and stricter; Advertising costs are getting higher and higher; Advertising resources are getting less and less; The advertising audience is awakening more and more; There are fewer and fewer modes available.

Ants are in one place

Once a powerful pharmaceutical marketer, he traveled all over the country and was invincible. How imposing! Now most of them are trapped in a domain, like ants on hot bricks. I lost at the beginning and really became an ant.

one-way

How can we run the market without TV advertisements? The author believes that it is a new idea to fully tap the potential of terminal media. The terminal media mentioned by the author is a generalized media, not just a place where sales are generated. It also includes some places that can create a sales atmosphere, which is the concept of big terminal. Tapping the potential of terminal media can usually be considered from the following aspects:

1, product packaging-eye-catching and thoughtful.

The creation of marketing atmosphere should start with product packaging. Pay attention to packaging like TV commercials. From its color tone, size, font color, packaging box material, pattern matching ratio, etc., it must be carefully designed. Let the target consumers look pleasing to the eye and feel comfortable, and they will like it in their hearts. It is better to have the value of secondary use. It is often seen that clever wives in rural areas sew old wine boxes with needle and thread, and some make lanterns to hang in the room for decoration; Some are made into baskets; Some of them are made into handbags, which are used to put wool and carry it around the village. It is simply a mobile media. The packaging of products should also consider the convenience of patients when using. Oral liquid should be easy to open and drink in the mouth, without worrying about breaking the bottle or pricking your fingers; If it is bottled, it is necessary to bring the corresponding measuring cup, so as to master the appropriate dosage and avoid drinking too much or too little. According to the relevant national regulations, it is a good idea to print the product manual on the front and add some daily health care knowledge or humorous jokes on the back.

2, terminal promotional materials advertising-strong atmosphere.

The packaging of the terminal should pay attention to all directions and be atmospheric. Comprehensive utilization of various promotional materials, such as banners, posters, wall charts, POP, Yi Labao, product sample boxes, etc. Use what can be used, and try to use what can't be used. Form a strong visual impact and catch the eye.

3, product promoters-image spokesperson

Full-time recruitment of product promoters is tantamount to the image spokesperson of products, and its role far exceeds TV advertisements. Most TV advertisements are wasteful and belong to the type of casting a wide net, and most of them are planted widely and received less. This kind of one-on-one introduction and sales promotion by promoters is more targeted and flexible, which can accurately grasp the psychological changes of consumers and adopt appropriate recommendation methods to persuade consumers to the greatest extent, thus promoting the successful sales of products. The image of a promoter should have certain requirements and a certain level of education. At least high school or technical secondary school education, preferably with some knowledge of medicine and pharmacy. Clever tongue, good at grasping consumer psychology. Product knowledge must be refined, not only to understand their own products, but also to understand the relevant knowledge and weaknesses of major competitors. Never treat the salesman as an outsider of the company, but tell him that he is also a member of the company, so that he has a sense of belonging. For the salary of promoters, it is best to adopt the mode of low salary and high commission to promote the enthusiasm of recommendation.

4. Dock staff-icing on the cake

It is especially important to maintain good relations with all the shop assistants. When the sponsor is absent, he can play the role of temporary sponsor. Even if the pusher is there, their help can also play a icing on the cake. When patients hesitate to face the recommendation of promoters, the help of shop assistants plays an important role. For shop assistants, emotional communication is on the one hand, and material incentives are indispensable. You can invite them to dinner, sing in groups and increase emotional communication. At ordinary times, we should also send some small gifts from time to time to give the recommended products an appropriate commission. The training of shop assistants should not be as entertaining as the training of promoters. For example: fill in the answer sheet and send gifts; Encourage everyone to tell jokes and sing songs. According to the product knowledge, the recognized "good works" will be rewarded. They remembered the product knowledge in the process of participating in the activities, and they recommended it with sweet words. Realize the first recommendation rate of products in the store.

5, consumer word of mouth-a devastating heavy weapon

This is the most lethal terminal media. Today, when TV advertisements are becoming more and more numb, most patients are watching the effect of users around them. If it works, it will not hesitate to buy. It is very important to make good use of the reputation of consumers. If you want to take advantage of the reputation of consumers, you should pay attention to the following points: First, patients are advised to take it according to the course of treatment to ensure the efficacy of the products and avoid giving up halfway, so as not to blame invalid products and spread negative information; Secondly, patients are actively advised to recommend products to relatives and friends around them, and some appropriate material encouragement can be given; Finally, the patients with good curative effect are registered and photographed, and they can be promoted as rehabilitation stars in the terminal with the permission of the patients themselves. The use of patients' word of mouth needs attention: to ensure the authenticity of patients' curative effect and truly achieve the expected therapeutic effect; Don't use material interests to induce; We must get the consent of patients and be willing to promote the enterprise from the heart. Only in this way can we ensure the effect of word of mouth.

6, telephone, SMS-a new tool to conquer.

The popularity of telephone and mobile phone has become the latest media. For the purchased patients, detailed records should be made, including age, address, economic conditions, contact information, personal hobbies and so on. Be sure to call the patient regularly to know the effect at any time. Give correct and timely instructions to avoid unnecessary accidents. Reflect the manufacturer's highly responsible sense of responsibility. Telephone communication itself is also a one-to-one marketing method, which is a psychological conquest of patients. If used properly, it is also a powerful and important medium. On holidays and patients' birthdays, we must send short messages to bless them, or we can send some humorous jokes to communicate and enhance emotional ties.

7. Rehabilitation and healthy house-the unity of high technology and experts.

Next door or near the terminal, rent a facade room and set up a rehabilitation house. There is a shop assistant, a doctor and an instrument operator. A musical instrument. Only instrument inspection and doctor consultation services are provided. For all target groups, whether they buy products or not, they can enjoy voluntary service. In the process of investigation and consultation, it is suggested to try out the products, not to push them hard, to dilute the commercial taste and to reflect the public welfare purpose.

8. Home of Consumers-Go straight to Huanglongfu

Make good use of the patient's home, so that the image and information of the product can get along with the target consumers day and night, imperceptibly. You can send the door curtain for free, and you should take a look at it every time you pass by the door. You can send out New Year pictures and calendars during the Spring Festival, and always go to see them every time you see a day. You can send a sweatshirt and run around the street in it so that others can see it. Of course, all gifts should have product information to play the role of advertising. In 2005, the author designed a New Year's picture for a pharmaceutical company, which was made of plastic, concave and convex and had a three-dimensional effect. Widely loved by everyone and given to relatives and neighbors. According to the feedback from the door-to-door marketers, almost one-third of the families in each village have posted the New Year pictures we made. Television advertising style is no longer, and terminal media is more attractive. It is conceivable that in the near future, the terminal will be the key to winning.

The article "OTC marketing strategy-Lei Huo model essay. The website you are browsing is edited by Lei Huo Fan Wen. Com (www.ok678.cn) at/article/html/2009/20090622/237/6758.html.