10.衡量与控制结果 * 成功的衡量标准： - 衡量行动与目标的关键指标 * 从行动总结中做业务方面的挖掘: - 管理指标及信号 1. From strategy to marketing operations * From strategic marketing to operational marketing : process and critical stages * From market segments to operation segments * Action scope of operational marketing
2. Succeeding in marketing plan online and offline * Stages of marketing plan online and offline * Communication strategy: - Target audiences, objectives, messages, supports * Clarifying structures of operational marketing plans
3. Elaborating attractive messages * Components of message: presentation, visuals, logo, video… * Creating value for customers through arguments and messages * Adapting to new purchasing motivation of customers: positioning * Interpreting characters of products/services into actual benefits of customer
4. Setting up secondary supports for sales * Sales arguments: - 7 key principles * Other tools: - Product files, catalogues, visual aids * Promotion manual
5. Sales promotion * Promotion campaigns: type and rule * Various promotion techniques: advantages and limits * Guerilla marketing and street marketing: - Low budget promotions * Trade fair: - Coordinating business with promotion activities
6. Medias for multichannel direct marketing * Multichannel direct marketing campaigns * Using different medias: - E-mailing, mailing, fax, bus-mailing, couponing, ISA, asilage, newsletter... * Art of mail: best practices
7. Web in operational marketing plan * Key factors for successful website * Natural listing or paid listing * Web 2.0 and marketing: - Influential communication management * 4 guides of advertiser and brand engagement * Using social networks and corporate blogs * Developing viral marketing for your products and brands
8. Advertising communication online and offline * Key points of commercial campaign: - Copy strategy and creative work plan * Selection of media - Advantages, limits and performance indicators * Multichannel media release plan and efficient measurement
9. Public relations in operational marketing plan * 5 key stages of PR operation * Press relationships: - Tools and methods of meeting with journalists
10. Monitoring and measuring results * Successful measurement criteria: - Key indicators of action and goal measurement * Exploring business from action debrief: - Managing indicators and signals
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课程大纲
* 从战略营销到运作营销的方法，关键步骤
* 从市场细分到运作细分
* 业务营销的行动范围
2.线上与线下的市场计划的成功
* 线上与线下市场运作计划的各个步骤
* 沟通策略：
- 对象、目标、信息、 支持
* 明确运作营销计划的结构
3.构建有吸引力的信息
* 信息的组成部分：言语，可视化图片，图标，视频……
* 使用论据与各类信息为顾客创造价值
* 适应顾客的新增购买动机：定位
* 将产品/服务特点诠释为对顾客的实际利益
4.为销售创建辅助手段
* 销售论据：
- 七项关键原则
* 其他工具：
- 产品档案、产品目录、可视化辅助材料
* 市场宣传手册
5.销售促销
* 促销活动：类型和规则
* 各种促销技巧：优势与局限
* 游击营销与街头营销：
- 小成本营销
* 展销会：
- 商业与促销行动协同合作
6.多渠道直接营销使用的媒介
* 多渠道直接营销活动
* 不同媒介的运用：
- 电子邮件，传统邮件，传真，邮购广告，优惠券，ISA
（网络安全服务器），邮件捆绑广告，邮件订阅列表……
* 邮件技巧：正确的做法
7.网络在业务营销计划中的角色
* 网站成功的关键要素
* 自然排名与竞价排名
* Web 2.0与市场营销:
- 规模传播管理
* 广告客户与品牌参与的四条方针
* 运用社交网络和公司博客
* 围绕公司产品与品牌开展病毒营销
8.线上与线下的广告传播
* 广告战中的关键点:
- 战略副本和创造性工作计划
* 媒体的选择:
- 优势、局限和表现指标
* 多渠道媒体投放方案和高效措施
9.业务营销计划中的公共关系
* 公关关系运作的五个关键阶段
* 媒体关系：
- 会见记者的方式及工具
10.衡量与控制结果
* 成功的衡量标准：
- 衡量行动与目标的关键指标
* 从行动总结中做业务方面的挖掘:
- 管理指标及信号 1. From strategy to marketing operations
* From strategic marketing to operational marketing : process and critical stages
* From market segments to operation segments
* Action scope of operational marketing
2. Succeeding in marketing plan online and offline
* Stages of marketing plan online and offline
* Communication strategy:
- Target audiences, objectives, messages, supports
* Clarifying structures of operational marketing plans
3. Elaborating attractive messages
* Components of message: presentation, visuals, logo, video…
* Creating value for customers through arguments and messages
* Adapting to new purchasing motivation of customers: positioning
* Interpreting characters of products/services into actual benefits of customer
4. Setting up secondary supports for sales
* Sales arguments:
- 7 key principles
* Other tools:
- Product files, catalogues, visual aids
* Promotion manual
5. Sales promotion
* Promotion campaigns: type and rule
* Various promotion techniques: advantages and limits
* Guerilla marketing and street marketing:
- Low budget promotions
* Trade fair:
- Coordinating business with promotion activities
6. Medias for multichannel direct marketing
* Multichannel direct marketing campaigns
* Using different medias:
- E-mailing, mailing, fax, bus-mailing, couponing, ISA, asilage, newsletter...
* Art of mail: best practices
7. Web in operational marketing plan
* Key factors for successful website
* Natural listing or paid listing
* Web 2.0 and marketing:
- Influential communication management
* 4 guides of advertiser and brand engagement
* Using social networks and corporate blogs
* Developing viral marketing for your products and brands
8. Advertising communication online and offline
* Key points of commercial campaign:
- Copy strategy and creative work plan
* Selection of media
- Advantages, limits and performance indicators
* Multichannel media release plan and efficient measurement
9. Public relations in operational marketing plan
* 5 key stages of PR operation
* Press relationships:
- Tools and methods of meeting with journalists
10. Monitoring and measuring results
* Successful measurement criteria:
- Key indicators of action and goal measurement
* Exploring business from action debrief:
- Managing indicators and signals
本课程名称： 市场运作：原则与工具
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