618营销推广方案创作指南,1步轻松搞定

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每一个有灵魂的营销方案,一定不是计划大纲的堆积和罗列,而是一个从客户需求出发的真正帮助客户去解决关键问题的解决方案。

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如何写,才能使方案成为销售的利器,助你一臂之力?

唤醒用户的消费需求,然后用产品满足它

某母婴品牌“双十一大促”营销方案

线上传播:制作短视频、H5互动页面、公众号文章等,KOL(意见领袖、名人大V等),阿里站内资源推广,通过微信、微博、抖音等媒体扩散,形成千万级传播;线下传播:地铁、公交、楼宇等全面覆盖,目标覆盖人群100W;媒体公关:XXXX等多家媒体,全方位覆盖报道;……乍一看,没毛病啊,该有的都有了。

但实际上客户还是会有疑问:我该怎么落地这个方案呢?

当客户说“帮我做一个营销方案”的时候,他其实是说:“我现在遇到一系列问题(有一波预算),能不能帮我想办法利用内外部的资源,解决这些问题(好好花钱)?”

你不要过于自信,以为客户什么都不懂,就把所有资源和玩法列个遍。其实恰恰相反,客户比你想象中的懂得多、做得多、踩过的坑也多,他不关心你能做什么,而是关心你能帮我做什么?

如果他没有告诉你他的需求和问题怎么办?

这是解决问题的唯一路径。

所以,你首先要去了解客户这波预算的情况、品牌的特征、整体的考核目标、历史的投放效果等等。或许你从“有什么问题”出发,到“为什么要解决”以及我能帮你“解决什么问题”、“怎么解决”,就可以大部分完成方案的框架和逻辑了。

你可能要问:这个方法确实更好一些,但我可能需要1个月的时间去做调研,可实际上客户只给我1天,怎么办?

教你一个小技巧:至少要用1~2页去说明客户现在的问题,并在方案中加上客户的LOGO、产品图片等,再多花1个小时与客户打个电话,或者上网搜索客户的资料,寻找其中的蛛丝马迹,归纳和总结出1~2个重要的点就可以了。

综上所述:

一个有灵魂的营销方案一定是能为客户解决切身关键问题的解决方案。

掌握了营销方案的本质,还有一些小技巧可以参考。

首先,你不要认为客户会真的认真“拜读”你的方案(客户是真的很忙的哟),除非你的方案里有“惊为天人”的创意,可以改变客户的命运,否则还是乖乖地听我一句劝。

一般的营销方案大概会被这样对待:

大部分的方案都是被“扫视”,基本上每一页的停留时间不会超过7秒;即便是提案,每一页也大概不会超过3分钟(毕竟你总共只有30分钟,但是你有至少50页要介绍);基本上你的竞品也会参与竞争,他们也会向客户提供类似的方案,你有自信一定做得比他们优秀吗?因此,你的方案必须是高度提炼和概括的。

  1. 对自己现实状态不满,迫切需要改变

可能是与维持个体生存与人类繁衍相关的,衣食住行等方面的物质匮乏;也可能是认知、审美、交往、道德、创造等精神领域的不满足。

618营销方案的创作,应从产品的本质功能点出发,结合目标用户群体或当下社会现象,用场景化的语言描述用户不理想的状态,表明其可以通过使用产品或服务获得满足。

比如:蚂蚁财富号联合南方基金、万家基金等16家基金公司推出的一组「年纪越大,越没有人会原谅你的穷」主题海报,因为“钱”的缺乏,给人的生活带来了诸多不便。

父母让你存钱,只有你自己知道没钱可存;对所有大牌的护肤品如数家珍,却只敢用试用装;每次同学会只能蹭同学的车回家……

字字戳心,每一个场景都那么的真实,说中了大部分人的痛处,有些曾经经历过,有些正在经历着。想不想改变这种“穷”、“困”的状态?想!怎么改变?让理财给生活多一次机会。

从需求的挖掘,到唤醒,再到满足,环环相扣,缺一不可。能够创造多大的需求,在于你的文案有多戳心。

  1. 提炼产品的精神内涵,满足用户更深层次的需求

人都有追求更高品质生活、更成功人生的需要,希望充分发挥自己的潜能、实现自己的理想和抱负,它与求知、审美、创造、成就等内容密切相关。

这样的需求是普遍存在的。如今,随着社会的发展和进步,用户越来越多地运用物质产品体现自己的个性、成就和地位——即想获得更高层次的满足。

基于此,618营销方案的创作,将不再强调产品的物质性功能点,而着重描述产品的附加价值,与用户的精神、价值观进行联结。

告诉他们:购买或使用我们的产品,你能获得的远远不止表面的性能,而是一种爱、尊重、知识……

“1000块买不到一副好眼镜,却能买到比尔盖茨的眼光”(1000台币约等于229元人民币)

这是台湾诚品书店的一则广告方案,它不说书有多好、书店有多好,而是用了对比的手段,以眼镜作参照物,表明相同的价格。你无法拥有更好的眼镜,却可以选择更有价值的书籍——终生受用,聪明人都知道如何做决定。

  1. 唤醒用户的从众心理,用产品去满足它

不少用户在购买商品的时候,都会自觉或不自觉地模仿他人的购买行为,特别是在粉丝经济盛行的今天,出于仰慕、钦羡、崇拜等因素,会产生明显的从众行为。

因此,618借势方案创作的重点,在于制造从众的契机。

比如:当产品有自己的代言人(明星、网红、影视人物、社会名流),或者被这些人使用过,就可以在文案里面体现出来——“想拥有明星同款”、“用行动支持自家偶像”、“明星都在用”。从而激起用户(特别是粉丝)的模仿动机,促进产品销售。

另外,还可以利用“已购买人数”去引发用户的从众心理,比如世界著名儿童文学短篇小说《小王子》的封面文案:“全球销量超过2亿册”。如此庞大的读者群体,等于告诉用户:全世界的人都在看这本书,你再不读就要落伍了。于是,购买欲望被挑起来了。

综上所述,618营销方案创作归根结底只有这么1步:用文字唤醒用户的消费需求,然后用产品满足它。善于洞察用户的心理,深谙消费的动机,才能写出有销售力的方案。


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