1.202 1 product promotion annual work self-inspection report
First, the main idea of the brand marketing work plan is to improve the accuracy of the application of the company's visual identity system (VI), gradually establish brand behavior norms, and initially build a brand management platform; Make full use of the company website, brochures, videos, industry websites, associations, internal magazines and other channels to enlarge the brand image and promote the mutual support between subordinate units and the company brand; Strengthen the internal penetration of the brand and moderately strengthen the external communication of the brand.
Key points of brand work:
1, specification VI application.
2. Brand integration within the system.
3. Internal and external synchronous communication.
Second, the specific work
The first stage is to improve the application accuracy of the company's visual identification system (VI).
Objectives: The specific staff in the company are familiar with the use requirements of corporate VI, can standardize the use of corporate VI, and can pay more attention to the integration between the company and its own brand in practical work; Ordinary employees can know the basic content and significance of the company's visual identification system. Expand the application scope of visual identification system and improve the external cognition of company brand.
1. Modify and improve the company VI manual.
Modify and supplement the inapplicable contents in the current company VI manual.
2. Organize application training
Organize VI application training of subordinate units, and publicize basic application elements such as company LOGO and standard color through company OA system.
3. Develop VI application system, define the use requirements, and form VI application guidance and inspection standards.
4. Check and standardize the application effect of VI.
Carry out VI application inspection and rectification, focusing on the inspection and use of documents, business cards, letters, faxes, handbags, gifts, front desk design, vehicle signs and other items with the company VI as the main logo, and guide the subordinate units of the company to standardize VI application.
The second stage is to enlarge the brand image, promote the mutual support between subordinate units and company brands, and improve social awareness.
Objective: Through solidified visual materials, deepen the market's awareness of the company and brands in various industries and enlarge the brand image. By doing a good job in the propaganda relationship between subordinate units and companies, the target market can understand the relationship between industries and companies, which is conducive to integrating company resources in marketing and improving market competitiveness.
1. Necessary unification of brand promotion names, articles and materials.
(1) unify the foreign brand abbreviations and publicity slogans of all subordinate units, and strictly require all units to have their own publicity slogans in all publicity materials.
Brand abbreviations and slogans have been used and continue to be used. If it is not formed or needs to be revised, the unit to which it belongs shall put forward opinions, which will be discussed and approved by the company in a unified way, one for each.
(2) Unified production of company brand identification items. It is used for general items with company VI as the main application element, such as handbags, envelopes, stationery, workbooks, flags, etc. All units apply for production on demand and the company makes unified production, which can not only reduce production costs, but also avoid problems such as VI standard deviation caused by printing technology.
(3) unify the structure of the company profile part of the brochure of each subordinate unit (solidify the company profile content applicable to each subordinate unit).
(4) unify the design pictures and text application of corporate culture in the publicity materials of all subordinate units.
2. Improve the website management of the company and give consideration to the secondary website construction of subordinate units. The focus is on the examination and approval of the website construction work of each subordinate unit, the association with the company domain name and the association with the website structure.
The third stage is to strengthen the internal penetration of the brand and moderately strengthen the external communication of the brand.
Internal brand penetration focuses on training, and OA system is used as a publicity platform to set up brand and culture sections, focusing on introducing the basic content and significance of the company's visual identification system, refining the company's management story, combining brand and culture, and prompting employees to integrate the connotation of the company's brand into practical work.
2.202 1 product promotion annual work self-inspection report
Get the meeting information first: the marketing staff, customer service staff, general manager and department executives of the marketing department. Relevant contents that need to be investigated regularly: 1, meeting time, address and schedule of joining partners; 2. List of dealers and contact information; 3. The dealer's entry into the hotel and the schedule of work and rest;
Second, determine the work content:
Pre-meeting (communication)
1. Send an invitation before the joining partner leaves: remind you that you can bring some maintenance attempts, mark the location of the new headquarters and flagship store, and tell the account manager who receives the individual the phone number.
2. After the joining partners arrive in Shenzhen, the network sends a text message to emphasize welcome to Shenzhen, and reminds them to visit Lixin flagship store and discuss related cooperation matters again.
3. Can we reach an interactive arrangement with the brand headquarters?
1) Cooperation: * * Sign a contract with the established cooperation projects (forum theme, franchisee service projects) to establish new, mutually beneficial (discount) and special merchants (brand establishment and promotion period is free of certain maintenance fees).
2) Material distribution: new materials are allowed to be distributed together, and new material racks and X display racks are placed on site.
3) Special explanation: the explanation of establishing new projects in cooperation at the franchisee meeting.
4) Set up a new venue and hold a separate briefing.
Duration (correspondence)
1, interview conditions: hotel visit (booked in advance).
2. Invite to visit the headquarters and flagship store.
3. The standard process of on-site promotion meeting, including the reception of the person in charge, feature film playing, explanation, on-site experience and other related services.
4. Special cooperation needs to arrange the reception of the general manager and make an appointment in advance.
5. Check into the hotel and place relevant publicity materials (lobby welcome card, guest room welcome materials).
6. Welcome banners and signs of headquarters and flagship stores.
After the meeting (communication)
1. The customer service and supervision departments use the SMS platform to send messages to the customers who have not visited, and convey the good atmosphere news of the customers who have visited to the partners who have not arrived. They hope to visit the flagship store of Lixin (China) Jewelry Beauty Center again in their spare time and experience the faster, cheaper and more convenient beauty (maintenance) service for themselves. For details, please call xxxx to consult the account manager xxx.
2. Questionnaires were conducted to the contracted partners and potential customers who visited Lixin Beauty Center, asking about the service quality and improvement suggestions, and timely feeding back to the brand development department to improve the service quality.
Third, summarize the promotion effect:
The general manager will hold a summary meeting of this project 3 days after the regular communication meeting of all brand joining partners to collect suggestions on the shortcomings of each position, and the minutes of the meeting will be submitted to the general manager for approval and sent to the participants 24 hours later.