1. What is your promotion purpose?

Do you advertise for brand promotion or simply to sell goods? Different promotion purposes need different coping strategies.

If you want to sell goods, you should also consider the following situations: which platform is your target customer on? If so, how do you find them?

If you want to be a brand, you need to consider which promotion platform your brand tonality matches.

If you just want to follow the trend, that is, "my peers are voting, and I can't give up the market", then you need to know: why do peers vote for this advertisement, how do they vote, and how effective the corresponding voting method is.

2. Who are your target users?

Your product can't satisfy everyone, so you should have a clear user direction before advertising. Different target users will have different follow-up delivery strategies.

For example, you will vote for an advertisement:

Already purchased users or potential buyers?

Is it the buyer himself or the individual who plays a decision-making and influencing role in the purchase behavior?

Is it an individual or a group?

Is it a specific group of people or the general public?

Is it a loyal brand user or a user who is willing to try new things?

If he is a brand user, is he a heavy user or a light user?

Are you currently using products from competitive brands?

……

3. Do users really have needs?

Existence is reasonable. Nobody wants me to have a baby. Why? So there is no demand to create demand. Let's see what the demand is first. With regard to demand, philip kotler explained in Marketing Management that the desire for a specific product can be satisfied by purchasing power.

For example, many people want a Mercedes-Benz, but only a few people can afford it. In other words, you should not only find out how many people want it, but also find out how many people are willing to buy it and can afford it.

There are three questions you need to distinguish, that is, what you want, what you are willing to buy and what you can afford.

For example, if you want, the key point is whether users are willing to spend time, energy, mentality and other costs to get your product; I can afford it. Needless to say. Another important reference factor is the purchase intention. For example, Apple mobile phone, many people can't afford it, but they will find ways to buy it, provided that they are willing to find ways to afford it.

4. Do users have better choices?

The purpose of this question is to recognize the competitive position of the industry. Who are your competitors? What are the selling points and positioning of your product? Who is better than you? If your brand credibility and user trust are not high, how can users choose you in the cracks?

5. Where are your users?

If your users are only in a specific city, then don't waste advertising fees nationwide;

If your product needs users with certain purchasing power, don't waste your budget on users without purchasing power;

If your users are mainly Mabaoren, think about which platforms Ma Bao often appears on.

If most of your users are searching for product information at night, increase the delivery at night.

6. How to make users accept you?

Your advertisement must suit its taste.

If it is for the purpose of brand communication, you need to tell users: Who are you? What's different about you? How can I see your difference?

If it is for the purpose of selling goods, it can be expressed by a formula: user acceptance = functional value of products * strong emotional appeal.

The so-called functional value of the product means that you can get functional benefits after using this product, such as convenience, delicious, fun, good life and so on. Emotional appeal refers to the psychological and emotional benefits that can be obtained after using this product, such as superiority, happiness and peace of mind.

For example, if you want to be the agent of burdock tea, the selling point of your product is low input and high output, and the functional value is the medicinal efficacy of burdock tea, such as lowering the three highs and improving immunity. It is satisfying emotional demands to achieve slimming effect through burdock tea and increase income through agent joining in WeChat business. According to the different stages of users' cognition of your product, reasonably match the function and mood in the copy.

7. How much are you willing to spend?

Please try to set a reasonable and rational customer acquisition cost bottom line.

Don't have too high confidence in your products. Your target group is not necessarily your target group, and your selling point is not necessarily the selling point that users will buy. Don't expect too much from the promotion platform, there is uncertainty in any platform; The customer acquisition cost of peers can be referenced, but the premise is that there is no difference between your product and the launch itself. A company that does ordinary home improvement and a company that does smart home improvement can give the latter a very low customer acquisition cost.

If possible, please count the cost of trial and error. No one will succeed once. Most promotion takes a long time to make ends meet, and the cost involved is not small.

These seven questions have been asked and solved. Then start to make your own promotion plan, what channels are suitable for and what methods should be used. Being too blind will only make your money burn quickly and have no effect.