Treasures In The World:Wang Baobao’s 2023 Advertising Plan

Live e-commerce brings intuitive changes to advertising and marketing,that is,the effect of conversion can be monitored in real time.Based on this background,this plan selects the new consumer brand Wang Baobao,focuses on the innovative application of live broadcast e-commerce,and conducts advertising planning and design in 2023.Through market environment analysis,product analysis,consumer analysis,competitive product analysis,and SWOT analysis,combined with brand attributes and consumer preferences,the communication theme of "Treasures in the World" is extracted,and new content is used to give the cereal a spiritual core,so as to achieve the goal with consumers.Higher-dimensional dialogue and resonance,establish a youthful trend of brand health and vitality,and strengthen the brand’s core value awareness.Communication and promotion are divided into two stages in the first half and the second half of the year.The SIPS model is applied to establish four power points of "resonance","confirmation","participation" and "sharing",and the theme runs through continuous stage activities to form a warm-up period,the overall rhythm of the KOL marketing period,the live broadcast detonation period,and the private domain precipitation period.During the warm-up period,arouse user resonance and guide user experience.During the KOL marketing period,accurately locate the target group and expand the group influence.During the live broadcast detonation period,guide users to purchase and strengthen user loyalty.Private domain precipitation period,triggering users to share spontaneously,and attach importance to user feedback.Large traffic and strong exposure occupy the minds of users,strong trust stimulates purchases,accumulate brand user assets in the private domain,and form a public domain and private domain linkage.On Douyin live broadcast,with the help of live broadcast,the brand sales have increased sharply,and based on this,it has spread to other external platform channels,and Douyin and Xiaohongshu are the main platforms.Based on the sales transformation needs of different stages,plan the activity value and core actions of each stage,flexibly allocate communication resources and marketing investment,and help brands achieve three-level marketing goals: First,product cultivation and improve product function awareness.The second is to help Wang Baobao to improve sales conversion and achieve sustainable growth of GMV.The third is to help Wang Baobao improve the Douyin business position and drive the long-term growth of the brand’s business.The whole set of marketing plan not only allows users to remember the brand,but at the same time is willing to pay for the brand,realizes the integration of product and sales from planting to conversion,continuously improves the repurchase rate,and achieves long-term development.