活动营销科学规划三步进阶.docVIP

活动营销科学规划三步进阶 Through the project analysis and strategy, project design, project integration and management of three steps, planning activities, in a planned way will achieve the best effect of market i ng. In an orgsnizstion, the pla.nning and management of marketing activities are generally held by multiple stakeholders? Therefore, each department was forced to carry out internsl competition, in order to obtain senior management support, access to capital and human resources, and eventually received a customer，s attention. A lack of precise coordination will not only increase the cost of marketing campaigns, but also reduce the profitability of marketing campaigns? However, a company with a sense of progress have now realized the value of integrating marketing activity - all the interests of the company, integrated brand and activity information, realize the interests of the relevant economic entity (see chart 1). First step project analysis and strategy Develop a comprehensive /zcampaign marketing summary7 that verifies if the companys investments are right and where the company is investing? Is the company preparing to develop a new market, or will it continue to look for opportunities to increase its existing market share? Is the purpose of the campaign to attract partners in the outside channel, or to improve the relationship with existing sales resources? Let activities of stakeholders first of all express their respective requirements, in the outline of the marketing activity comprehensive their request, can ensure that meet the common goal of the most important? The campaign marketing summary includes the following sections: Who are the people we want to reach? What are the main factors that motivate them to focus on the activity? What do we want to achieve in order to interact with each audience? What do we want the audience to see, what to know, and what to do? Information transfer What major and auxiliary information must we pass to increase our business