1. Collect information
After the promotion goal is clarified, it is necessary to collect a large amount of information from all parties in order to refine the goal, so that the content of the entire promotion plan is further deepened, and the plan is executable. The source of these data mainly lies in the situation analysis of the internal and external competition environment of diy cottage villas. Through internal situation analysis, the advantages and disadvantages of diy cottage villa promotion are found, and the problems and opportunities of diy cottage villa promotion are found through external situation analysis. Specifically, one can find past sales data for analysis, the other is to analyze the market through consumer research, and the third is to examine competitors and take corresponding measures based on their position in the market and the position of competitors. Initiative. Generally speaking, whether it is the diy cottages themselves, or consumers and competitors, they have relative consistency in promotional activities. This has been formed for a long time. Although it is changing, it is in a relatively short period of time. Often there will be no major changes. Therefore, we must understand our customers as well as our competitors. Only by understanding them can we design targeted plans.
2. Define the promotion theme
The promotion theme is the central idea of the plan, and the basic idea to be explained in order to achieve a certain project. This is the soul of planning, which governs the creativity, ideas, plans, images and other elements of the entire planning. Promotional themes must be carefully thought out before they can be refined. The theme should be clear, loud, provocative and seductive.
The promotion theme includes three aspects: reflecting the planning goals, the value information provided by the planner to the participants, and the psychological needs of the participants. These three elements are not simply improvised or superimposed. The process of this combination should be an organic fusion, a mutual combination and penetration of various elements.
Promotional themes must obey and serve the goals of the promotion plan, and promotions will not be untargeted and run counter to the fundamental purpose of the organization. The value provided by the planner to the participants. This value can be commodities, labor services, souvenirs, or even a certain concept, a certain way of doing things. Only by distinguishing it from ordinary goods can the participants' interest be stimulated. Participants' psychological needs refer to the desires and pursuits hidden in people's hearts. A successful promotion plan can only be implemented smoothly if it caters to the participants' psychological desires and arouses strong resonance from the participants.
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