Operation outreachAnd it's a very stressful occupation, and it's only kpi, data around us. If we're to do this, we have to have strong resistance, communication, enforcementData analysisCapacity. So when you take over a project, you have to think carefully about the following。
Step 1: goodMarket surveysAnalysis
A project involves markets and consumers, and we need to conduct adequate market surveys in the context of market assessments, including competition analysis, competitive analysis, market holdings, pricing analysis, activity analysis, analysis of advertising channels, analysis of the market off-season, analysis of the target customer population, analysis of the source of flows, etc。
In the case of wholesale alcohol, for example, the author had previously operated a wholesale wine project, and many of those who had done this had not done enough market assessment at the beginning of the operation, so that while the project was running as a whole, they had to rely on telephone marketing and their own contacts to maintain the company's operations, so my proposal was to make a market assessment online。
To determine whether to position the current company as a regional market or as a national market, according to the current stage of corporate planning, my proposal is to give priority to the regional market. High-population cities are selected on the basis of regional markets for market promotion and under-line wholesale negotiation, while local competitors ' agents, market ownership, pricing and activity content are examined and then re-directed. It also evaluates the off seasons and boom seasons of the market through the 100-degree index, the treasure hunt, etc
Step two: marketing channel analysis
Except for electricians, internet marketing channels in other industries are generally divided into:
The bidding channels (100 degrees, dog search, 360 do not work), which are the fastest and the largest orders, but also the most expensive platform. In the pursuit of short-term transformation and benefits, competitive channels are a better option. The current cycle of the seo channel (100 degrees, dog search, 360) is generally about six months, but it is also the lowest cost, but this is only to complement it if it is a large order volume. New media channels (weblin personal, weblink public, fox public platform, uc big fish, today's headline, qqqpow media), the main purpose of which is to promote branding and channel. The internet alliance advertising channel (100-degree internet alliance, communicator), which functions as traffic and conversion, as well as brand promotion. Mobile-end payment channels (headline today, televised). Mobile-end payment channels are mainly for conversion and brand promotion. Free of charge: qqq group, wireless group, post, question and answer platform, etc. (b) live platform: recruit people to direct projects through live platforms suitable for housing, home, renovation, medical, financial, electrical, etc。
In the case of wholesale liquor, for example, we make channel choices that target our clients, first the competitive channels, then the seos, the internet alliance channels, as a way of branding, and then the media channels, as a complement to branding. The competitive channels are capable of easing pressure on the entire network in the short term, while the rest of the branding and extension cycles are longer and need to be underpinned by some foundation。
Step 3: project planning
Based on our analysis of market surveys and marketing channels, and in consultation with corporate leaders, the division of labour between projects and team members identified for implementation, and once the monthly advertising budget has been determined, the expected flow, the projected conversion rate, the expected turnover, the projected single-body cost, etc., is assessed, and the periodic assessment requires adequate communication with corporate leaders so that the project can proceed normally, with less pressure at the beginning of the project。
A good project planning document that can be well planned when you do business roll-out, while allowing company leaders to know what you're going to do next and to leave some of the problems encountered to company leaders, thereby ensuring the project's implementation。
Step 4: implementation
Once the plan and distribution of a project has been completed, it is being implemented, and a good outreach focus is being implemented, which includes demand submission, production cycle, production audit, submission online, online testing, data tracking and analysis. This series of implementations will take time。
Part v: data analysis
The most important assessment of data dissemination is data, because many owners and general managers look at results only, so a good data report will give you enough voice in the company, and it will bring a good boost to your next project. The specific data analysis is based on the specific data structure。
Finally, the success of a project is linked to many factors, and what we need is to be good at ourselves, to communicate, to analyse data and to manage people。
Author: old chu, a new guy who's been working on a network for seven years, welcome to exchange
