Three realms of marketing planners: deification, empiricism, and evolution
As a marketing planner, a company's think tank, military, and chief of staff, from the day before yesterday, are expected to make a sensational and explosive plan. They all expect that any plan can achieve the effect of four or two. But this is only a desire. As a true marketing planner, we must go through the three stages of deification of theories of deification, empiricism, and evolution to achieve planning.
Front stage: deification
People who have just stepped into the marketing planning industry are generally just entering the job, and through the personal learning ability, have seen some marketing cases or read several marketing masters' books, they are deeply deeply described by the success stories in the book. Attraction, fascinated by the ideas of marketing masters.
At this time, the marketing planner is basically in a illusory feeling. The writings and thoughts of the marketing masters are at the stage of worshipping, and the magic of marketing planning is almost deified. It can be said that the marketing planner at this stage has completely deified the planning. There is basically an impulse and passion to achieve self. Always looking for opportunities to create a sensational classic case like the marketing master, in the marketing and business circles.
However, after a period of work practice, it was found that a good marketing plan was not easy to create, but also the concentration of various resources, and then the planners cleverly detonated with a clear perspective. As a junior marketing planner, it is difficult to encounter such an opportunity, and the planning is basically not a promotion plan, or a simple plan. The resulting effect is also very limited. It’s not like how the master described it, how to be god.
In the transition from initial understanding to preliminary practice, marketing planners are basically in a stage of self-learning, introspection, and summarization, and they are not convinced of the grandeur of marketing masters, and they are no longer so respected and fascinated by the masters. It is. And began to dialectically understand the marketing planning industry and the position of this profession in the enterprise.
This kind of gradual and clear understanding is mainly reflected in two aspects. First of all, it is recognized that marketing planning is only the link in the whole marketing system, and a good marketing plan must produce explosive power, which requires media, sales, terminals, channels and many other links. Coordination, any part of the link will not affect the effectiveness of the plan; on the other hand, planning is a sensible and rational career, sensibility is creativity, and rationality is the support of data, such as products, industry, marketing changes, etc. The series of data, almost pure passion and impulsiveness is almost impossible to achieve a great marketing program.
Second stage: empiricism
In the constant work practice, the marketing planner basically spent the initial stage of marketing planning in the continuous tempering. At the beginning, the impulse and passion of marketing planning was almost ignorant and purely emotional, and gradually began to integrate rational thinking. It is no longer the planner who holds high the masterpieces of marketing masters and legendary ideas in the past, and has succeeded in getting rid of the planning image of the young and tender young boy.
But the marketing planner at this stage is not a mature planner, and it is not entirely true.
First of all, the limited experience has created a limited thinking. Although the planners at this stage have certain planning experience, the understanding of planning has also reached a new height. The experience and understanding of this stage are relatively superficial or Comparing one-sidedness is not comprehensive enough, especially the use of experience has always been turned around in its own circle. Can not find a breakthrough direction, subjective planning is like this, for example, when doing promotional planning, subjectively believe that promotional planning is to promote sales increase, not to cut prices or sell or joint promotions, it is difficult to add points to the brand connotation and image. In fact, this is a single promotion plan or it can be directly a sales plan.
And a real promotion plan should be a sales promotion + brand promotion dual drive strategy.
Secondly, subjectively think that the fundamental of planning is to solve the problem, and ignore the core value of planning, that is, to solve the problem creatively. This kind of creative problem solving is mainly reflected in several aspects. The former is the novelty of the scheme. Only when it is different can it be fascinating. The second is the ingeniousness of solving the problem. Can it generate higher income with less investment? The third is the operability of the scheme, that is, whether the scheme can be effectively executed is the core standard for checking the quality of the planning scheme; secondly, the resource integration, that is, whether the use of resources in the planning scheme is wasteful, or 1+1 is less than The phenomenon of 2; the controllability of the fifth planning scheme, if the planning scheme can not achieve the core control, it is likely to cause resource loss. The above five questions are the basis for creative problem solving, and not just creativity refers to the novelty of the program.
After the faintness of the later knowledge, after the crazy obsession with the master planner, the planner began to doubt the master's thoughts and wisdom. If the adjustment is not made effectively, there may be conflicts, and the master's work is rarely seen. In fact, this is a kind of blindness to some extent, and the short-sighted behavior of Mount Tai is not seen. Because any study is a partial supplement, it cannot be completely absorbed or copied. Moreover, any success is difficult to replicate, because any success is not a single success, but the success of the system. Like many people's examples, if P&G's success can be replicated, then there are so many executives who come out of P&G every year, and you can create dozens of P&G, but unfortunately, we only see this. There is always only one P&G in the business world that is proud of it.
The second stage of the marketing planner is basically dominated by the so-called experience and personal subjective consciousness, and the understanding of planning is also returned to the plain by the original deification. To be frank, this is an extremely dangerous signal to a marketing planner and a signal that is extremely detrimental to the growth of planners.
The third stage: evolution
Evolution is another world of marketing planners. In this world, marketing planners will never stick to a certain theory and experience. Just like martial arts masters, you can use any marketing theory or experience to make a difference. The power of planning and planning.
To be frank, marketing planners have entered the empiricism into empiricism, which is a process of the growth of marketing planners, as well as the accumulation of marketing planners and the increase in representation. Only the transition from empiricism to evolution is a process in which marketing planners change.
In this process, the marketing planner should talk about the advantages of the first two stages, not only to regain the passion of the deification stage, but also to have rational thinking in the empirical stage, basically stepping into a relatively mature stage of the planner. . For any new theoretical masterpieces, master ideas, and market changes, we can examine and think with an evolutionary vision and thinking.
Mainly reflected in two aspects, the filtering of master ideas, the planners in the stage of evolution will revisit some new marketing theories, but unlike the previous stage, he will filter the ideas of the masters and then combine their own practices. Experience, market environment, innovation; secondly, the evolution of experience, experience is a valuable asset for any profession, but experience without evolution will become a development obstacle, because of any success or failure The acquisition of experience is composed of many market environments, enterprises, products and other factors. Therefore, the marketing planners at the stage of evolutionary theory will use the direct experience and indirect experience of the past to evolve and use them to make them become the planners to take off. cornerstone.
The above three stages may not be experienced by each planner, but more or less will have the shadow of these three phenomena, and any temporary does not mean eternal. Here, we sincerely hope that all marketing planners can successfully enter the third stage, and truly contribute to the wisdom and sweat of marketing planners for the development of the company and the development of the brand.
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