What should we pay attention to when doing marketing consulting planning?

The key lies in how marketing planners can find the right balance of resources for products, so as to obtain market benefits. Most small and medium-sized enterprises are very difficult and can't wait to spend their money piece by piece. What's more, they can't wait to get things done without spending money. This is not the only one. The most unique thing is that a company came to us and said, I have a good product, and you have a good plan, so give your intelligence and pay, and we will make this product bigger and stronger together. Silence. For every enterprise on the road, it is sailing against the current. If you don't advance, you will retreat and be swallowed up by the market. So is there a good way to solve the survival and development difficulties of small and medium-sized enterprises? Chairman Mao said: There are always more ways than difficulties. What is certain is that as long as people are alive, there must be ways to live better. The key is to find the right method and make good use of resources. Take a health care product company that we once served as an example. At that time, the company tried various marketing methods, including pharmacy distribution, national investment promotion, local credit sales, pyramid selling, conference marketing, tourism marketing and so on. However, the smaller the company, the fewer people buy products. There is no way, finally found us, saying that if we don't develop the market, I'm afraid there will be no chance to turn over again in this life, and people will be broken. After fully understanding the enterprise and re-examining the products, the most effective and cost-effective marketing is the happy angel at hand. This is a like-minded public C2C sales group, with more than 2,000 Taobao shops distributed in major provinces and cities across the country. With the help of the internet platform, it is easy to face the products of this enterprise to hundreds of millions of netizens across the country. 1, give the product an accurate positioning. It is unscientific and irresponsible not to say what ingredients the product contains, but what functions we have. Therefore, it is necessary to conduct in-depth research on the material basis and mechanism of products, and then proceed from the needs of consumers, one-to-one correspondence. In other words, it is what problems your function solves for which consumers. This function is considerable and effective. This solves the problem of what we say to globrand.com and who says what. For netizens, there must be a critical point. It is very rare to create news events that netizens pay attention to and flood our product concepts and product-related information on portals and search engines in a short time. Therefore, the expert group mentioned Sister Furong and Yang XX many times in the discussion. Do we also create some viral network events to let netizens participate in our interaction? Later, we chose a real and exaggerated method to promote the network popularity of our products with celebrities, facts, participation and examples. Although the recognition speed is slightly slower than Sister Furong's, we believe that this rigorous promotion method will last longer. 4. Make a sustainable communication plan. When, where, what to say and by whom. This is the creative result of the expert group. There are two key performance indicators: (1) Finding out where the potential target group of the product is through investigation, which is called finding the right person; (2) Then, after a week's closed time, the expert group * * * drew up the topics and central ideas of fifty soft articles, and then divided them into different network promoters according to the design time, and recruited two professional network publishers to publish soft articles on the target website to answer professional questions. Employees can't do it overnight, and they need experts to systematically train their professional knowledge and marketing knowledge. According to experience, smart children need three weeks to better meet the work standards. This is called heart-to-heart. 5. Independent B2C website construction must be completed within three months. The purpose is to form a multifunctional service, marketing and distribution center. The content is all-encompassing I often describe the sales function of this B2C website as Gome on the Internet, the service function as the customer service center of the mobile company, and the publicity function as the omnipresence of Hunan Satellite TV. The distribution function is equivalent to the forward extension of China Post. Here, we can systematically understand the product mechanism and related knowledge, share experiences with many consumers and enjoy the value-added services of VIP customers. The premise of the five tasks is that customers must ensure product quality and abide by national policies and regulations. As for the details of marketing, the expert group will teach you to do it. A year later, this enterprise has undergone earth-shaking changes. In the words of the chairman of the enterprise, I sat in the last row at the county meeting last year, but now I dare to sit in the first row. The product is a finalized product. Judging from the composition and functional characteristics, the company's products are very strict in material selection and technology. Judging from the research data of quantitative nutrition, this postdoctoral workstation really has two brushes, and the specialty is the specialty. E-commerce is definitely an effective way, and we must make use of this effective channel. So can you do more articles on this basis? The answer is still yes. I remember that every city has some groups with the same hobbies, such as donkey, wolf, fan club, eating and drinking trip. Can we start from the internet and end at the group service center? How to complete the marketing process of product communication, sales, service and communication through an effective group database? In fact, we are designing a F2F marketing model that organically combines e-commerce and ground services, and then finding out the similarities and sharing points between C2C and B2C, and forming a perfect marketing level with the three models, integrating and promoting, so that good products can directly face people and truly reflect professional taste. An entrepreneur said: Stickers can only breathe the dust raised by pioneers. For marketing, it may be to break down and reorganize the successful factors and then connect the appropriate resources. This is an effective marketing plan. Therefore, for domestic marketing planners, the scheme need not be gorgeous and the technical terms need not be confused. Only a plan that can be understood by both parties, implemented and rewarded by the market is a really good plan. Let the other party show their sincerity and do something for the enterprise sincerely, then you will feel more deeply that it is really fun to fight against heaven, earth and people in the process of starting a business.