The boss wants to hold a marketing meeting, how do I do the planning

Marketing meeting planning practical training guide

Purpose and basic requirements of practical training

Through this practical training, so that students master the basic knowledge of marketing meeting planning, the basic principles, methods and basic processes, initially with the skills to independently engage in the planning and design of marketing meetings.

Principle and method of training

(A) principle of training

The significance of the marketing meeting and the basic process of marketing meeting planning methods, content and steps.

(2) Practical training methods

Lecture method, case study method, discussion method, question and answer method, survey method, group simulation method.

Practical training sites

The classroom on campus (including training room), off-campus enterprises.

Training equipment and software

The on-campus training room, software (courseware) attached.

Training materials

Cases of marketing meeting planning, data related to marketing planning.

Allocation of training hours

The training time is scheduled for 28 hours, and the schedule is as follows:

Comprehensive introduction to the basic content of 6 hours;

Marketing conference planning program production 8 hours;

Convene a simulation of a marketing meeting in accordance with the planning program 10 hours

Summary of the training, the training report, the defense of 4 hours. 4 hours.

Practical training a

★Practical training content: marketing meeting how to do product planning

Marketing is communication, communication is "say", planning is to study how to "say". Conference marketing product planning is completely centered on the word "say" to do articles, I simply call it "say planning", "say planning" has "say

1st say - say to whom to listen

Say to whom to listen to, that is, the object of the object, or to listen to you say people. The object of conference marketing is to be able to get together with the people. From the successful practice of the existing, more than the elderly, Zhenao, Sunset beauty, Tiannian, Pulse and other successful conference marketing enterprises are not so. Secondly, it is the elderly mainly sick people, such as diabetes, bone disease.

This is not enough, but also to say the object of further research, further subdivision. Take the diabetic population as an example, there are many years of old patients, there are newly diagnosed new patients, there are abnormal glucose tolerance of the so-called prospective patients, as well as obesity, family history, hypertension, lipid metabolism disorders and other high-risk groups. Different segments of the population have different needs, the diagnosed want to lower blood sugar, want to control complications; prospective patients want to reverse, to avoid the development of real patients; high-risk groups want to prevent the development of diabetes. Different needs, decide what you say next, so, first of all, to determine the target, and then figure out what these people think, what they need, and then know what to say, so that the target is considered.

Furthermore, it is also necessary to figure out which groups of people and which needs are the real market opportunities. Take diabetes as an example. The underdiagnosed and preventive populations are huge, and they are the ones you want to talk to. Can these people be summoned to the table and can you persuade them to buy your product? After all, the customer wants to be healthy, and you want to make money, the two under the unification of the good.

Lastly reminder, not others did not do is the opportunity, unless you are sure that there is a way to cash this opportunity into real money.

Saying #2 - What is the purpose of saying it

The purpose of saying it is to say what you want to achieve. Said the purpose is very simple, is to listen to you finished, or not yet finished, the audience have to pay out of pocket to buy your products. To a deeper point, and can be broken down into four sub-purposes, one is to say that the customer to, two is to say that the customer to buy, three is to say that the customer to buy, four is to say that the customer to pull the other customers to buy, and all have to be targeted planning.

To conference marketing commonly used several sales tools, for example, according to their direct marketing efforts on the product of different, I will be divided into three categories, each with a different functional positioning, that is, "said" the mission is different.

The first category is the core sales tool, I positioned it as a "silent salesman", such as newspaper supplements, expert speeches and accompanying slides. Each thing to give it a jingle, you know what its mission is

Reading the newspaper, customers have to think: "This product is good, quickly call to learn about it"!

Listening to the expert's speech, customers have to say: "I want to buy"!

It may be said that the marketer is also a core sales tool, listening to the introduction of the marketer, the customer to say: "I want to buy immediately"!

The second category is an auxiliary sales tool, I positioned it as "assistant salesman". The company's own book, sales site banners, pull-ups, display boards, and community event posters all fall into this category.

Banners say: "This is the world of so-and-so"!

Banners say: "Look at me from afar and you'll get the point"!

Display boards say: "Come over, read it, take a look, this product is really not simple"!

Looking at the community event poster, the customer says: "Good event, I want to participate"!

Read your book, the customer said to himself: "Well, quite scientific, quite rich, there is a basis"!

The third category is the peripheral sales tool, I positioned it as "ambassadors, public service ambassadors". I recently planned the Gilford GTF capsule is a diabetic product, I do a few things as an example.

The China Diabetes Rehabilitation Dawn Action Picture Book says: "Government action, public welfare action, can be relied upon!"

The Dawning Journal says: "Influential, effective, I want to join, I want to follow"!

The company's website says: "This is a home for diabetics, come home often"!

Customers see "diabetes diet rehabilitation manual" said: "useful good baby, I want"!

Customers to get the "diabetes recovery log" said: "intimate good thing, I want to insist on filling in every day"!

In short, each sales tool has a different "said" mission, if you can not achieve the desired results, it is best not to say, think about it and then say, think about it is not as good as not to say, because this said there is a cost. If it doesn't work well enough, you need to improve what you're saying.

There is also more than the expected effect of the situation, such as we do the "Chinese medicine newspaper", after the release of the consulting phone calls, mail-order orders one after another, a Wuhan patients can not wait for the mail-order, a thousand miles all the way to Beijing, to buy three boxes (765 yuan / box) on the go!

The third said - said what

Said what said theory, said mechanism, said the discovery, said international, said raw materials, said efficacy, said the inventor, said the spokesman, said the applicable population, said safe and reliable, said the use of feelings, said immediate results, said the ever-changing, said discounts and gifts, said the customer concerned about the issue of said The USP of the product, said the combination of the two.

There is also a very important one to say, that our company loves you, that we are living thunderbolt, that this day only do public welfare. In other words, bad people can't do good things, and good people won't do bad things. If you plan to be a good person first, you can sell things with half the effort. Health care product planning, said "good" era is over, now is to say "letter" of the times!

In short, everything can be said, everything can not be said, the strategy is not right, all for nothing. Do not cover everything, do not generalize. Do not say that customers do not understand, listen to understand can not remember, remember can not promote sales of things. Guilford GTF capsule target customers are diabetics, they are concerned about, one is lowering sugar, the second is to control complications, the third is worried about toxic side effects, the fourth hate to add prohibited drugs. On the contrary, the advantage of the product is high technology content, improve the effect of symptoms, without any toxic side effects, so, planning ideas, give full play to the product's leading edge of science and technology, through the strategy of comparison, said GTF is "following insulin after the prevention and treatment of diabetes field and a great discovery". In view of the characteristics of diabetic patients who have been sick for a long time, GTF's discovery and research and development process, the mechanism, the science, the international background, the product's three unique and five major advantages, so that the product in the mixed fish and dragons, good words, big words to say the end of the diabetic market to stand out, stand out from the crowd.

The law of planning also applies to non-conference marketing. I have been in charge of planning a prostate product, the basic characteristics of the product is that it contains a few Chinese herbs, stick to the affected area near the acupoints can be hot. My strategy is to seize the point, not to mention the rest, tightly grasp the "will heat the medicine" this differentiation advantage, in the newspaper ads, said "new treatment", "on the new treatment", "immediately on the new treatment", and the specific composition of the drug is not mentioned. The entire text is so powerful that it does not give the patient any room for hesitation." I want to ask", "I want to buy", "I want to buy now", we need to let the patient to make such a reaction! In central China, a strong media launched a full-page advertisement, a hit, a single page profit! Even playing a week, competing ads disappeared, the single product in the same series of 15 products accounted for the proportion of sales rapidly increased to 70%!

The 4th said - how to say

Said positively, said negatively, said analogies, said, said stories, said with therapy, how to make customers believe how to say.

Positively said since needless to say, said the opposite is the disadvantage as an advantage, the so-called advantages of competing products as a disadvantage. Still take Gilford GTF capsule as an example, the weakness is the effect of lowering sugar is not so fast, against the competitors generally advocate fast lowering of sugar market status quo (and even Chinese medicine health care products claimed that 30 seconds to lower blood glucose) in the case of saying fast lowering of sugar is not the purpose (control of complications is the purpose), saying fast lowering of sugar is not a problem (Western medicine is both fast-acting and inexpensive), saying fast lowering of sugar is hazardous to the health and life (hypoglycemia will be dead). Not a goal, not a problem, and dangerous, the opponent's advantage is completely dismantled.

The analogy is to make the profound simple, to make the abstract image, to explain the advantages of the product to say through.

In order to understand the importance of GTF, I made this analogy - insulin is the transmitter of glucose-lowering signals, insulin receptor is the receptor of insulin, and GTF is the one who opens the door of cellular glucose channels, and without GTF, insulin can not play a role in lowering glucose.

In order to highlight the advanced nature of the mechanism of Guilford GTF capsules "by allowing tissue cells to utilize blood glucose to lower blood glucose smoothly", I made this analogy - if the glucose in human blood is compared to the water in the reservoir, then the traditional approach to lowering glucose is to block the water source or drain the reservoir, so as not to endanger the lives of villagers. so as not to jeopardize the lives of the villagers, while the Guilford GTF capsule is to use the water in the reservoir to water the crops, which are 60 trillion human cells. Both methods can lower the water level, but the first method of crop drought death, the villagers are not drowned by the flood now, but in the future will be inevitable death by starvation.

In order to differentiate myself from the cheap chromium supplements on the market, I said: If GTF is the milk that diabetics need, then inorganic chromium and organic chromium are equivalent to the grass that cows eat, and people can't digest the grass and can't drink milk by eating it.

Last year, the planning of a peptide health products, in the customer on the basis of protein and nucleic acid has been generally recognized, through an analogy to the peptide for such a position - if the human body is likened to a car, then the protein is the body of the car, nucleic acid is driving a person, and peptide is the car's control system. The car is mostly a malfunction of the control system, the human disease is mainly a peptide problem.

***Productivism is sublime, but also from the division of land; science and technology is more esoteric, may as well start from the milk cow grass, from the reservoir car. The successful experience of the Chinese revolution is a good example. The analogy should not only be vivid, easy to understand, but also scientific, against the scientific analogy seems very beautiful, but very harmful.

Making up stories, mainly making up some true or false or half-true half-false, substantiated or unsubstantiated legends. What Indians do not have baldness, what a country's Royal Royal never got what disease, what carry God five God six on the sky hen into a phoenix, only think, not to do. The author did not compile, dare not say.

With the therapy said, than simply shouting products to progress a lot. Nucleic acid sells well for six years, the so-called nucleic acid nutrition and nucleic acid metabolism therapy can't be faulted; Fushan Pharmaceuticals Liver Bikang red hot for several years, the so-called liver