Corporate advertising campaign promotion and marketing planning plan (two articles)

Part 1 Company Advertising and Marketing Planning Plan

1. Foreword

With the economic development of our county, the number of new small and medium-sized enterprises continues to increase. Businesses such as credit assessment, guarantee and counter-guarantee, recovery, liquidation and restructuring, and property purchase guarantees for small and medium-sized enterprises have emerged. The business opportunities it contains are limitless. This advertising campaign is mainly carried out from four aspects: the Internet, TV media, physical advertising, and mass information distribution, so as to achieve the goals of increasing the company's visibility and expanding business.

2. Market Analysis

(1) Analysis of Enterprise Operating Conditions

Through the joint efforts of company leaders and employees, our company has achieved good results. income. Asset operations are stable. But a major problem facing the company now is lack of visibility. If the company wants to pursue further development, it must increase its efforts in business expansion, further promote the brand, and enhance the company's visibility.

(2) Product Analysis

The company’s main products are to provide credit assessment, guarantee and counter-guarantee, recovery, liquidation and restructuring services, and property purchase guarantees for small and medium-sized enterprises. There are very few companies in our county that can provide this business (specific numbers can be written), so the competition we face is not strong, and the company's business occupies a considerable share of the market. We should pay more attention to brand development. Because when industry development enters a mature stage, brand becomes an increasingly important factor in the competitiveness of products and enterprises.

(3) Market Analysis

In recent years, the number of small and medium-sized enterprises in our county has continued to increase (specific data can be added here), and the capital chain of start-up enterprises is incomplete. Yes, small and medium-sized enterprises are prone to shortage of funds at the beginning and during the development process, so we have a large customer base.

(4) Consumer Research

Small and medium-sized enterprises mainly learn about the services provided by the company through the media. For small and medium-sized enterprises, the services provided by the company are also necessary at this stage. If there is demand, there will be a market.

3. Advertising Strategy

1. Follow the company’s overall publicity strategy, establish product image, and focus on establishing the company image.

2. Long-term, launch consistent advertising at a certain period of time.

3. Extensiveness, choose diversified publicity methods and focus on methods with good publicity effects.

4. Seize the opportunity and be flexible.

4. Advertising Strategy

(1) Online Promotion

Advertise on websites where companies are concentrated. Such as information platforms that enterprises pay attention to, local information websites, portal websites, etc. In addition, a group of online promoters can be activated to promote in major forums that the company is concerned about.

(2) Television media promotion

Advertise on our county TV station. The form is flexible and changeable.

① Make ordinary advertisements during prime time and play them in a loop.

②Business leaders participate in corresponding programs on TV stations to promote corporate culture.

③Invite TV stations to conduct interviews about our company. This can more deeply demonstrate the company's business and corporate culture.

(3) Print media publicity

① Publish articles in newspapers and business magazines in our county.

②Invite reporters to make special reports.

(4) Physical advertising

Physical advertising is divided into two parts:

① Design promotional color pages and distribute them to small and medium-sized enterprises in our county. The design of the color page must reflect the company's corporate culture and business scope. The design is novel and unforgettable.

② Street advertising space promotion and electronic screen promotion.

4. Advertising cost budget

(fill in based on actual situation)

5. Advertising effect forecast

Ability to use questionnaires from time to time , symposiums and other methods to determine the advertising effect, so as to revise the advertising plan at any time.

Part 2 Company Advertising and Marketing Planning Plan

1. Foreword

Since xx passes through the xx area, xx has historically been a traditional wood building materials trading market. In recent years, with the development of market economy, the market scale of xx area has been further expanded, but at the same time it is also facing severe market competition.

Looking around xx, there are many decorative cities: xx in Jiangbei in the north and ten market groups headed by xx; Jin xx on xx Road (now changed to xx Lamps Market); xx in the west; xx in the east xx and the newly opened xx. Decoration cities in xx and other places around xx are also on the rise. Therefore, in order to remain invincible in the fierce market competition, the xx Building Materials Trade Zone must optimize the market environment of the xx Trade Zone, enhance its overall competitiveness, establish an image with its own characteristics, and build the xx brand.

2. Market Overview

1. General research on the building materials consumption market.

The consumption of decoration and building materials is one of the important contents of residential consumption, and residential consumption is the need to deepen the reform of the urban housing system. The goal of the national housing reform is: by xx, every urban family will have their own house, and the per capita living area will reach 15-18 square meters. The per capita living area target in cities and towns in xx province is more than 10 square meters. To achieve this goal, residential consumption must be promoted. Therefore, as one of the important contents of residential consumption, the consumption of decoration and building materials will be a big market in the next few years.

At the same time, with the development of the economy and the improvement of the quality of the population, paying attention to the quality of life has become more and more fashionable for people, especially urbanites. It is foreseeable that home decoration and decoration will account for an increasing proportion of household expenditures.

Therefore, in terms of consumption in the entire building materials market, the prospects are very optimistic.

2. Competitor research.

As far as xx and surrounding areas are concerned, as mentioned in the introduction, the market competition faced by xx is very fierce. xx Decoration City is a large-scale and powerful material decoration city, which is typical among xx's competitors. Now take Jinsheng Decoration City as an example to analyze some specific situations of competitors.

① Geographical location: Located on xx Road, No. 1 Road, Hexi Key Development Zone, xx City, surrounded by many residential areas such as xx, the transportation is convenient, and the xx bus is accessible, making Jinsheng close to the Hexi area. , which can radiate to the entire xx area.

②Business overview: operating lighting, wood industry, pottery, hardware, locks, sanitary ware, wallpaper, curtains, paint, coatings, kitchenware, stone, etc. Currently, it has gathered more than 60,000 kinds of mid-to-high-end decorative materials. It covers an area of ??220,000 square meters, with a business area of ??180,000 square meters, and a business room occupancy rate of 100. It can be seen that xx not only has a diverse and complete range of products, giving consumers more choices, but also has strong popularity and strong strength.

③ Supporting services: Provide car distribution, telephone ordering, expert consultation, quality tracking, business center, banking services, hotel travel, decoration consultant, technical supervision, group telephone, background music and other services. It can be seen that Jinsheng not only has strong hardware capabilities, but also has first-class software services and is considerate of consumers.

④ Overall management: Jinsheng adopts the model of venue leasing and group management, and has obtained ISO9002 quality certification for management and service quality. The indoor shopping environment is comfortable. There is a service hall between the exhibition halls and free shopping guides. There are security guards to maintain order and cleaners to keep the shopping environment tidy. Regularly publish internal publications to communicate between managers and owners, owners and consumers. First-class management will surely bring first-class benefits.

⑤Marketing promotion: Highlight the overall image, advertise in newspapers such as Yangzi Evening News from time to time, but mainly focus on street signs and light box advertisements, and display huge Jinsheng banners near other decoration cities (competitors) advertise. The individual image of the owner is displayed through internal publications, boutique shopping guides, etc. The above methods can participate in market competition with collective strength and receive better advertising effects.

3. Consumer Research

1. Consumers who decorate new houses

In xx year xx, the per capita annual income of urban residents in xx is xx yuan, based on the per household population x The average annual household income is x million. According to the internationally popular housing price-to-income ratio, the general housing price is 3-6 times the annual household income, so the housing price is preferably x million. The average housing price (per square meter) in Nanjing is: urban area x, new area x, and affordable housing is x. Based on xx yuan per square meter, a 60-square-meter house costs 150,000 yuan, which is beyond the affordability of ordinary families. It can be seen that ordinary residents are powerless to decorate immediately after buying a new house.

2. Consumers who renovate existing houses

Data show that in xx, the savings balance of xx citizens was xx billion, and the average household was about x million. Considering recent economic conditions, medical system reform, social security reform, children's education issues, etc., ordinary residents tend to retain their savings. This is also the reason why domestic demand in my country's entire consumer market has been insufficient in recent years. If such a home needs renovation, it must be at a mid-to-low price point.

3. Group consumers

Most of these consumers entrust decoration companies to act as agents. In order to obtain larger profits, decoration companies must strive to reduce costs, and the price of building materials is one of their cost components. important factors.

(1). Xinhua Bookstore advertising slogans (2). Creative promotional slogans for holiday promotions (two articles) (3). Promotional slogans (4). Complete collection of advertising slogans for cake baking activities (5). Slogans and slogans for public welfare activities (6). Slogans and slogans for Christmas Eve activities in shopping malls in 2021 (7). The latest promotional slogans for car events in 2019 (8). The most popular slogans for National Day activities on October 1, 2019 (9) ). A complete collection of advertising slogans for Christmas events in 2021 (10). Advertising slogans for children’s clothing seasonal promotions

4. Overview

From the above analysis, it can be concluded that at present and in recent years, Building materials consumption is still dominated by mid- to low-priced products. If xx wants to win in the competition, accurate market positioning is necessary. In order to seek long-term development, the quality of products and services must be guaranteed to a certain extent while maintaining low to medium prices.

4. Research on xx

1. Advantages

①Historical tradition: Historically, the xx area was a traditional wood building materials trading market. This gives xx an invisible authoritative advantage in the building materials market. At the same time, due to this historical reason, xx has already had a certain degree of popularity in Nanjing.

②Geographical location: It is located on the bank of the Qinhuai River in the south of Nanjing City. There is a railway nearby and freight is convenient. There are also buses waiting for x to arrive, making transportation convenient for consumers. The entire area of ??xx covers an area of ????x0,000 square kilometers, and there is a lot of room for development. If the scale is formed, the energy is huge and can radiate to the entire East China region and even the whole country.

③ Policy: The xx Municipal Government regards the xx Bridge area as one of the top ten trade zones in xx. The xx District Committee and District Government attach great importance to it and strive to create xx’s location advantages. This provides a good policy environment for the development of the xx region.

2. Disadvantages

①Business overview: There are currently 12 large and medium-sized building materials markets, such as xx, and more than 80 scattered building materials stores. The business structure includes state-owned, joint venture, joint-stock, Individual economy, etc. On the one hand, this has enlivened the market in the xx region, but on the other hand, it has also brought great difficulties to management, especially the overall image building. In terms of business types, there are wood, boards, paints, hardware, ceramics, etc., which are the same as other decoration cities. In terms of grade, it is not as complete as competitors such as Jinsheng.

② Supporting services: Supporting services are few and poor. This year, the Management Committee implemented "unified management", "unified charging", "unified publicity" and "unified preferential policies" for the area. However, the service targets only property owners, and consumers benefit less. Merchants are working on their own, and the services consumers enjoy cannot be the same as Jinsheng.

③Overall management: This is the weakest link of xx. The specialty markets in this region were formed naturally by history rather than planned and scaled up, making management difficult.

Each owner has no overall concept, and managers only play the role of service providers. Large-scale decorative shopping malls and many individual storefronts compete with each other and do not form a community of complementary and interactive interests. The environment in the entire area is noisy, dirty and messy, and it does not give people a pleasant feeling.

④Marketing propaganda: Lack of modern overall marketing concept. Most owners are still at the level of the early stage of the market economy. Their marketing methods are single, mainly advertising, and their investment is uneven and the results are not good. ;