Marketing Strategy Of "One Year And One Thing"

Recently, some soap

Brand activation can be divided into two categories: one is rooted in product innovation within the enterprise, the other two is for the external brand building.

Many years ago, when I visited the terminal, I heard the dealer complain, "why is there nothing in our business?"

I was asked at that time.

I know very well that dealers mean that enterprises can often have some symbolic events to spread outside, so that they can feel brand vitality and pass this brand vitality to consumers.

At that time, I realized that every year, brand building should have a main line.

This year, all brand activities should be centered around this thread.

Since then, "one year and one thing" has become my insistence on brand building.

Solar thermal utilization is an important branch of new energy application, and has the natural attribute of green environmental protection.

Solar water heater itself is a product that brings warmth to people, and has a warm and caring gene.

Therefore, every annual event of the sun rain has inherited and carried forward this gene: the Paralympic Games in Beijing in 2008 established the Paralympic cheer group to cheer for the athletes; in 2009, the sun rain joined hands with the Chinese society workers association to set up the first national charity fund in the new energy industry; in 2010, Shanghai World Expo, together with the life sunshine hall, cheered for life; in 2011 became the "partner of China's environmental protection undertaking", and promoted the popularization of new energy for China's environmental protection career.

The main line of every brand building is to do a series of jobs before landing on the terminal.

The first is journalism.

At the beginning of my career, I was responsible for and carried out some press conferences.

At that time, I simply thought it was just an activity.

With the accumulation of working experience, I realized that in fact, there is some logic behind the press conference.

The significance of the conference is to accumulate raw materials for the next communication work.

For the specific executors, we should pay attention to the end, and always keep the purpose of holding a news conference at heart, instead of blindly digging into complicated details.

The theory of communication tells us that things happen, and if they do not, they do not happen.

Therefore, we should not only carry out the press conference well, but also let the news spread everywhere.

Then we have to combine products with events.

Since it is the main line of the year, it must be reflected in the product.

Marketing concept itself is abstract, product is the real carrier of the idea.

After becoming a partner in China's environmental protection business in 2011, we plan to develop a new generation of energy efficiency products, and implement the new concept of high efficiency and environmental protection in product design, making environmental protection a functional attribute rather than an empty slogan.

The next step is the development of activities.

For dealers, every big business event can be a good opportunity for them to promote sales and bring new ideas for their activities.

During the Paralympic cheer group in 2008, we launched a series of global audition activities and solicitation activities for Paralympic cheer group members, allowing end consumers to take part in the event, and have the opportunity to participate in the opening ceremony of the Paralympic Games in Beijing.

In 2010, we joined the life Sunshine Hall of World Expo, Shanghai. We launched the World Expo tickets campaign at the terminal.

The development of related activities enables the annual events to be landing at the terminal to boost confidence in the channel.

The last item is terminal demonstration, which is to set up and distribute promotional materials related to big events at the outlets of distributors.

In this way, we can not only create an atmosphere for dealers to develop activities, but also pmit the corporate culture contained in big events to more consumers through terminal outlets, playing the role of the two communication.

Over the past few years, we have accumulated a lot of experience in "one year and one incident".

In the choice of "one year event", it should not only be consistent with the idea of the enterprise, but also best integrate with the hot events of the year, so that it will be easier to spread.

This requires corporate decision-makers to have a good grasp of social hot spots. This assurance will bring a sense of smell, so that we can choose the most suitable operation in many cases.

In the course of "one year and one incident", the special timeliness of events must be paid special attention to.

Due to the limitation of time, the cycle of propagation can not be extended indefinitely.

Therefore, in the control of nodes and the schedule of related activities, careful arrangements should be made.

Once the opportunity is missed, it will never come again.

In addition, "one year thing" is only a main line of enterprises, and many branches need to cooperate and support.

The big event is the focus of the annual plan. It should take it as the center, combine several nodes of the terminal promotion, plan the quarterly plan and the monthly plan, and form the marketing plan of the enterprise system.

"One year" has certain requirements for the systematic thinking and ideological ability of enterprise leaders and employees.

Most domestic enterprises are still in the stage of crossing the river by feeling the way of systematic marketing planning.

The marketing planning of the system needs to accumulate experience in the process of operation so as to gradually form the unique marketing system of the enterprise.

"One year, one thing" marketing strategy is a good start.