There are many kinds of planning companies, such as brand planning, marketing planning, investment planning, activity planning and promotion planning. Now they are all called planning companies, but the jobs they can do are different. This must be clearly distinguished.
The work of brand planning mainly includes brand core value mining, brand concept and positioning research, brand competition pattern research, brand integrated marketing research, brand promotion research, overall brand strategic planning, brand positioning, brand story, brand slogan slogan, brand marketing appeal, brand development goal setting, brand structure combing, brand cultural status evaluation, brand culture mining, brand culture remodeling and upgrading, etc. According to these preliminary work, logo design, VI design and various applications are carried out.
The main work of marketing planning covers the conceptual work in the first half of brand planning, and the main direction is product marketing. It is also our main job to help enterprises make overall marketing plans, including overall marketing strategies and marketing promotion strategies, quickly cut into the market, form standardized marketing models and product sales, and make products sell quickly and at high prices for a long time.
Investment promotion planning is generally aimed at enterprises joining chain stores.
Event planning is mainly to hold various activities, such as opening ceremony, product launch conference, brand launch conference and so on.
Promotion planning is the late promotion after the formulation of marketing plan, which covers a wide range, but basically belongs to the category of marketing planning, and only planning companies specializing in this industry can help implement it.
Tianchuang has summarized several points from the experience of serving enterprises for more than 20 years for reference.
First of all, choose a brand planning company that suits you.
Someone here will ask, what is right for you? Our enterprise is very big, and we can afford consulting fees, so we will find the best planning company, but do you know what is the best? Which is the best? If the authoritative department can rank a consulting company by measuring its ability with data, it would be simple, but unfortunately it doesn't.
Aim at the current demand.
The first thing to understand is the current needs of enterprises, whether to launch new products and make the overall development strategy of the brand? Or do you need to do a set of VI design again to upgrade the old product? Or do you have any other needs? Although these external brains are collectively called brand planning companies, the content that can serve enterprises is quite different.
Second, experienced experts+capable teams.
Completing a project is not done by one person alone, but by teamwork. A planning team needs at least one project director, a project manager, creative copywriting and technical support. And these parts are not all just one person. Larger projects will have researchers and creative directors.
1. The project director is the soul of completing a project and the supreme commander of the whole project. The requirements for the project director are relatively high, such as working years, actual combat experience, familiar industries, projects done, etc. These have certain requirements.
2. The project director is usually tied to the project manager, so you will see that there are only a few project managers around the project director again and again. In fact, this is conducive to the completion of the overall project, and a good fit is the basis for ensuring the smooth progress of the project. Therefore, if a project manager and project director have completed many projects together, he still has rich experience in staffing and project pre-control
3. The requirements of other members of the team are relatively low, but they have to work for more than 3 years, and each new member of the team does not exceed 1.
Third, the unique method system.
/kloc-consulting companies and experts with more than 0/0 years will have several sets of marketing solutions or marketing strategies and tactics for enterprises in different industries and at different levels of development. Such as four-wheel drive strategy, brand cutting strategy, e-commerce platform strategy, network brand building strategy, fixed-point blasting strategy, Internet profit multiplication strategy, brand positioning strategy, low-cost breakthrough strategy, 360-degree brand strategy and so on.
Fourth, the misunderstanding of cooperation with consulting companies.
1, plan first and then divide.
Many companies say that they should make a plan, and if they can sell it, they will be divided into sales. But from another angle, if the planning company can help you sell the products, what do you want your products to do? A consulting company can find a factory to do OEM work and earn all the profits. Why wait to share with you? Your product is unique and cannot be copied. Do you think there will be a consulting company to promote your products out of their own pockets without charging any consulting fees?
Some companies say that they can be divided into products and industries under the banner of planning companies, because they are actually distributors, because they can enjoy channel resources, and it is beneficial for them to have more brands and more types of products.
Let's think about it first.
Because there is no data on the performance of consulting companies, many enterprises will ask consulting companies for advice to see if they can coincide with business leaders. This practice has a fatal drawback, that is, if the consulting company comes up with this idea and the enterprise takes a fancy to it, will they follow it? Do it, maybe your business will be ruined. Because in the early stage of communication, the consulting company will not call a lot of manpower, material resources and financial resources to investigate, and the idea is just experience or an epiphany, which may not be right. If this continues, the disaster may be devastating.
A responsible planning company will tell you that this is not the final draft and may be overturned in the end. Big consulting companies don't give enterprises any ideas, because some enterprises don't want to cooperate, they just want an idea and then go down on their own. No matter whether the enterprise wants to find a consulting company or not, any idea may lead the enterprise to the point of no return.
3. Free.
Companies that can provide free solutions are usually event planners or media companies. They can also provide solutions, and they are practical strategies, and then contract the later activities, advertising shooting, print advertising and other work, but there is no directional guidance.