Brand integrated marketing plan...

8K word brand integrated marketing plan, written at the front, 2 questions and 2 answers: Question: Is the plan an overall plan, or is it targeted at a certain segment? Answer: The plan is divided into online and offline. Offline is publicity among peers and companies. Online for our own website, Fliggy and WeChat platform Q: The purpose of this plan: Is it to promote the brand? Or is it to obtain potential customers or to finalize the transaction? Answer: The plan needs to be optimized layer by layer. This does not mean that the final plan is static. In the early stage, the focus is still on promoting the brand. Basic policy: Build a brand in the early stage to gain word-of-mouth and experience services; promote transactions in the mid-term; build an industrial cooperation alliance in the mid- to long-term. Main means of integrated marketing means: industry alliance, WeChat, Fliggy platform. Important means: Package packaging for travel agencies, hotels, customized business companies, high-end club senior community cooperation, WeChat community, Fliggy store, official website booking, WeChat applet integration Official accounts, Tencent drift bottle auxiliary means: self-media, new media, soft articles, offline advertising. The content of the online and offline integrated marketing plan is as follows. Only the key content is analyzed below. There is a detailed plan at the end of the article. SWOT analysis 1. Market environment analysis With the rapid development of Zhuhai's economy, the continuous deepening of supply-side reform and the continuous improvement of consumption upgrades, tourism and personalized customized tourism are becoming more and more popular, coupled with the talented tourism resources The development of tourism in the Pearl River Delta and Zhuhai can be said to be unique. Moreover, there are rumors on the Internet that Zhuhai will be listed as a key development target like Shenzhen before. The breakthrough point of this development is Zhuhai's tourism industry. This can be inferred from the tourism development in Yunnan. 2. Analysis of market potential. In addition to the above conditions, the gradual improvement of people's living standards and the development of tourism have made the concept of tourism deeply rooted in the hearts of the people. People are no longer satisfied with the current lifestyle and tourism methods. Therefore, we As long as there is a good entry point, customized travel projects with "sea" as the starting point will definitely have many people interested, and they will do some word-of-mouth communication. We can slowly spread from these groups. We can package the package and combine it with Zhuhai hotels, other travel agencies, and other travel circles. Many consumers are still willing to experience our sea yacht service while traveling in Zhuhai. In addition, Gree has high-end circles and many elite circles in society. By cooperating with them, our offshore yacht customization services can achieve greater development and have many visible results. 3. Competitor situation analysis According to Mr. Qiu’s introduction, we have no direct competitors in this area. Yacht companies and travel agencies are our partners. 4. Follow-up efforts will be made to analyze the fact that the awareness of yacht products across the country is not yet high. The services provided by some travel agencies are not very complete. There are insufficient advertising and single advertising models, and the strengthening of Internet marketing. These are what we need to learn from our outstanding counterparts in other cities. 5W1H thinking method object (What): 1. Business company. 2. PATTY. Internet celebrity. It is more suitable for celebrities, COSPALY, birthday parties, and class reunions. 3. Groups who go out to sea to pursue fishing, exploration, and photography. 4. Groups for island travel photography and wedding celebrations. Purpose (Why): travel, experience, customized yacht service place (Where): yacht, offshore time and procedure (When): travel time, not too fixed, needs in-depth study of who will perform it (Who): Gree Shipping and cooperation How do peers do it (How): It is divided into how we plan products, how we provide services, and how we do online publicity, which will be expanded on in the follow-up. The implementation of online platform strategy is the purpose of network integrated marketing communication: overall packaging promotion, key planning, and combination strategy. In execution, the image and slogan are unified, and the operability is strong. Strategy: brand promotion on the official website, communication on Weibo, and gathering fans on WeChat. Fliggy captures a large number of users and uses WeChat for precise marketing. Assist in word-of-mouth promotion on other platforms. Thinking: Since short videos were not popular enough when we were making the plan, now when developing, we can focus on the short video platform. Yachts and Gree are very topical and are much easier to spread than other products and brands. However, sufficient data analysis and consumer insights must be conducted during the communication process. So how exactly do we work together to do integrated marketing communications? 1. Fliggy platform network development plan A. In addition to opening the Fliggy platform flagship store, (brand image, after analyzing the Spring and Autumn Travel flagship store on Fliggy, they do not operate many stores, and what is particularly worth studying is their Member Club, Zhuhai Huanhai International Travel Specialty Store has also done a good job) and has launched a variety of products such as customization, reservation, and free combination, aiming to tell customers that we are a comprehensive company that provides one-stop sea voyage rental, yacht event customization, and maritime event hosting. products and services. B. Write travel notes and some reviews. If conditions permit, I will publish some travel notes on other external platforms besides Fliggy, and people will write some reviews. Achieve penetration inside and outside the brand site at the same time. C. Maintaining a good relationship with Fliggy’s official operating staff can get twice the result with half the effort. D. Basic promotion aspects of paid promotion on Fliggy platform (Taobao system) (as shown on the following page): There are not many skills in standard promotion, that is, through-train keyword optimization, creative optimization, and quality optimization 2. Ctrip platform Promotion simple implementation plan 3. Official website and WeChat public platform promotion strategy 1. Brand official website construction Official website construction is divided into two major steps. The first step is to introduce our business and unified packaging, and do a good job in product design.

The specific planning and packaging of the website will not be discussed here. The content of the website must include travel agency information, company information, reputation image, and credibility display; tourist attractions and tourism resource display; marine yacht tourism news display; yacht service product display; hotel information near the route and cooperative hotels Information; Frequently Asked Questions about maritime tourism and yacht tourism; WeChat Weibo (Zhuhai Wanhai Tourism) display. The second step is to carry out a series of developments on the free official website. In addition to the mall function, more functions are added, such as customization, flash sales of travel experience services, lottery, free combination of travel services, reservations, membership access, and peer cooperation. etc. This aspect can be combined with my previous experience: combining the 51766 system, the third largest travel portal in China, and some popular Xiaomi mall-type customizations to develop a system suitable for our industry. It is worth mentioning that you need to plan marketing activities frequently, synchronize activities with other OTA platforms such as Fliggy, and do integrated marketing communications. 2. Official website promotion: The initial paid promotion of the official website is mainly based on Baidu, and the order of development is: Baidu promotion, Baidu network alliance, Baidu information flow, and Baidu DSP. Note: Baidu network alliance, information flow, and DSP need the cooperation of artists if they are done well. The main reason for using the Baidu platform is that Baidu's data analysis capabilities are still very concentrated, and it can conduct in-depth analysis of the intended groups of Internet users within half a year. After the analysis is completed, promotion can be carried out on other platforms, such as Tencent’s series of paid platforms and information flow promotion on the Toutiao APP, which is now very popular and effective. Optimization of Baidu's traditional promotion: About promotion period and bidding coefficient Point 1: Set the promotion period according to your own industry situation and your own understanding of the industry (some industries can be launched all day long) Point 2: The bidding system and premium ratio should be set well. Try to be above 1. (The bidding coefficient in the picture below is actually problematic) Point 3: Monitor the delivery during the time period recommended by the system, because this data will be updated every once in a while. Optimization of Baidu's traditional promotion: Regarding geographical points, point 1: Understand the industry groups and business areas. Point 2: The regional radius and store radius should be combined. Point 3: The areas for traditional promotion should also be focused on exploring, and regional stores should be priced at a premium. Baidu Traditional Optimization of promotion: Regarding orientation and crowds (very important, as shown in the figure below) Point 1: Interested crowds This depends on previous data and continuous research on this industry. Once done, the effect is very obvious. Point 2: Generally, small businesses do not do this because they do not know much about the Internet. However, companies that often do Baidu bidding will study this carefully. This is newly launched. Point 3: The promotion premium of Baidu keywords will be more effective if combined with Baidu Network Alliance. Point 4: If you want to operate the targeted advertising of keywords well, you need a professional to do it. 4. Free promotion 1. The work includes website updating, WeChat public platform copywriting, WeChat public platform material sorting, and WeChat public platform picture production. Here are some traditional and little-effective external link promotions, blog promotions, keyword promotions, etc., which are often mentioned online and have little effect. The traditional promotion methods that we often used in the past are not available due to the lack of current team. Zhuhai Wanhai Tourism Let’s not start it now. Self-media brand promotion: Carry out self-media, the order of development is Sina Weibo, Baidu Tieba, Toutiao, Yidian News, Sohu Public Platform, UC Yunguan (that is, the Big Fish self-media platform of Youku under Alibaba) 2. Establishing and maintaining a community Gree Shipping has not yet launched a community, and there was no community before. Then, if the company's staffing allows, you can walk on two legs: First, build a community and recruit potential customers into the group. This model is most popular among many companies that do not have it, including Xiaomi. This is how we started to create seed users and create communities in the beginning. Second, some of Gree's connections are now quickly added to a group, and through topics and chat interactions in the group, they are gradually guided to Gree Shipping's yacht business and exquisite services. What needs to be paid attention to is the activity of the community, as well as some points to pay attention to when building a community. (I have a lot of community life cycle, community marketing attention points, community related skills and knowledge here. The core point is that when there is no energy and personnel, the group does not need to be expanded by one person, and all intended customers are guided to the WeChat public platform and WeChat friends). 3. Internet public relations manuscripts and soft-text marketing (very effective). Public relations manuscripts and soft-text articles are low-cost and highly penetrating, and are now used by many large companies as key promotion channels. The steps to carry out are: select appropriate keywords, long-tail keywords, business keywords, brand keywords - select delivery channels - monitor effects - detonate at the right time to generate hot events. Hot detonation: The implementation platform is Tianya Community ( Baidu Tieba) - self-media (columns, blogs) - WeChat public platform (forwarded in WeChat Moments) - Weibo (the Weibo matrix that Gree Real Estate can now combine are: Gree Coast, Gree Real Estate Association, Zhuhai Wanhai Tourism ) 4. Word-of-mouth marketing on the Q&A platform 5. Moments promotion (some basic common promotions will not be explained here), WeChat mini program combined with WeChat public account scene promotion, yacht-type H5 small interactive experience, and virtual yacht travel experience. Some promotions here require secondary development and customization by WeChat, but the effect is very good. For example: Although BMW’s first WeChat advertisement in the WeChat Moments advertisement was a naked hard promotion, it not only did not arouse the traditional user experience disgust, but also an interactive phenomenon that could be said to be unprecedented in the advertising industry. And the effect is excellent.

Within 3 hours and 15 minutes after the BMW ad went online, BMW received at least 30 million brand exposures. Note: The above-mentioned marketing methods are based on the analysis of the internal and external resources of Zhuhai Wanhai Tourism Company and summarized the feasible marketing methods. The main purpose is to enhance the brand, build reputation, and create awareness. There are other promotion avenues that are supplemented in team planning. 5. The implementation time must be according to the plan, and the unified planning of the official website, WeChat public platform, and micro-official website must be completed in advance, which will take about one month. The official website has been optimized, and the WeChat mini-program has been planned and developed, and a complete offline DM brochure with the latest website and the Internet has been increased. It took 2-3 months... The overall brand online and offline promotion plan is 8,700 words, and only more than 4,000 words have been released on Zhihu. If you have a different perspective on "Gree Marketing Case Analysis: Brand Integrated Marketing Planning" If you are just interested in "Project", you can like it and leave a comment "Project" under the article.