Listen to the planning director tell the truth. Planning: Seven Suggestions for freshmen

Foreword: In the interactive circle has done a short period of two years of planning work, until today I am still a rookie, rookie means, still walk in the way of constantly looking for answers. Share from the watercress group from a planning director to give new people on the planning work of the experience and advice. How he recruited, how to write good planning plan, how to stand straight, what is planning, how to grasp the main problems and logic, as well as how to view the different industries on the impact of planning career, and so on, very comprehensive and comprehensive to the planning sector of the new students to provide a very valuable advice and suggestions. Although the director comes from traditional advertising, it is believed to be applicable to the field of interaction. Although there are quite a few "subjective" words in the text, it is fair to say that it has practical value. The director of the special left a sentence: "I hope that everyone will help, common progress!" "Thank you first!" he said.

Reprinted from: Planning director honest Truth--Give new friends

Editor: vivian@damndigital (reprint please indicate from Damndigital)

If you want to be a real planner, then I suggest you go to a strategy-led company, which is the test of a person's true level, but the pressure is big enough. If you can't go, or a company in other industries, then you have to understand the company's planning responsibilities.

If you do pop, do materials, do media scheduling, do seasonal and holiday promotions (pay special attention to planning in the store is the lowest), then your level can never improve. These can only improve your level of work on basic work and not forge your thoughts.

When you apply for a job, you can understand the type of leadership, if the leader is still relying on the good marketing, or he has advanced marketing ideas, then he may have high expectations of planning, you need to grasp the opportunity, the challenge is even greater. There are some companies to the planning is very fine, such as my previous company has activities planning, project planning, brand planning. In this event planning is the lowest. If you want to be in this industry, you must not be too long in the event planning, you must go to the project and brand changes.

Planners often do the program, I have seen the version of a few plans, a look I know is to join soon, why? A good plan I think is: Find a good goal, find a good way to arrange a strong execution.

At the outset of the programme, there must be a goal, which means that your solution needs to be addressed. A lot of people do the plan when there is such a saying: Improve visibility/pave the way for listing/increase sales/... I think this goal is too vague, planning must be accurate. Can you raise your profile with one plan? Brand forging is not a day, but a long-term support, but also need to keep pace with the times. Again, a lot of planning, under the vague goal of this mistake for a while, the planning method completely out of the way, that is, back to see, your method can support your goal. A plan is like a pyramid, the top is your goal, but the following things to be enough multi-channel, methods, angles to diverse, put these things together in a direction to force, you can climb up your pyramid. This is the methodology of the program, the effective way to climb the top.

Looking back at your plan, is not always hovering at the bottom of the pyramid?

Why is it so hard to find jobs? And wages are not rising? One day, do you want to be able to get that number in mind every month? I tell you, as long as you adhere to, precipitation, coupled with good methods and efforts, is the so-called thick thin hair, one day you will succeed.

But where are the weights of the planners? Back to our look: If you know accounting, understand the law, I heard that your friend is a Certified public Accountant to pass the bar certificate, you will be looking askance at him. Our industry, no national system certification, its weight is here. So what are we going to do? So planners must pay attention to effectiveness! Effectiveness！ or effectiveness!! In the context of effectiveness, you need to participate more in the case, practice and practice after more thinking.

You also have to have a few enough cases, the higher the visibility the better. This is the depth of planning (solve your professional degree).

Besides, what is the width of the plan? (Create your own external environment) a word-"pong"! Planners must have broad relationships. And planners often contact the media, to do a good job with the media relations, in the media often show, do not show up also want to department name. With what star, expert, host photo opportunity must be alongside up. If you want to stay in an industry for a long time, you have to have the opportunity to talk to the top of the industry, to participate in all kinds of high-end communication, academic. A direct dialogue with the industry's opinion leaders is also a must.

Planning is open, there is no established ideas or methods, planning is to verify a method. Successful planning can only be proved if it is practiced.

I have seen this concept in some college textbooks: planning is a series of activities organized and planned according to the market environment. That's bullshit! I abhor the way of Chinese education, which is not free from nature. I have seen the definition of a strategy company (Chengdu): Planning is the power to harness change! Planning because of different, because the potential is different, because people's ideas and methods. So planners should be able to grasp the situation, from the situation must have the ability to simplify, to find breakthroughs, capture the dawn. This is the ability to harness. And what is advertising? Advertising is--dancing with the shackles! Your advertising or subject to the market environment, team, competitors, product characteristics of a lot of shackles, you can turn the shackles into your props?

Planners must always remember that planning can only solve a problem, only then your planning can be called accurate. So your planning goals don't need too many languages, just one word is enough. But your plan may face too many problems: for example, whether the industry environment has been saturated, there is no gap, the opponent is strong, their own product characteristics and feel perfunctory, shelves of products have not been able to hold up, the cost of terminal channel Media is very high ... this time you will not start, at this critical moment, You must have the ability to simplify.

How to simplify the complex? This requires the philosophy I have just mentioned. Planners must have to grasp the problem, the ability to grasp the key, must see the essence behind the appearance of what. Read High school friends know the main contradiction and secondary contradictions between the relationship, you have to find the main contradiction, like a cocoon stripping silk as the problem layer peel off. Why is the layers peeled off? Because you have to deal with this issue must pay attention to the logical relationship: by a launched B, launched by B C, has been the conclusion of your introduction, the conclusion must be launched, not to come out! Methods must be reasonable, not unrestrained, think of a way to spread the use of.

The difference in the treatment of different industries is great. Here I do not discuss the difference of treatment, planners must see what industries and companies can promote your growth.

Strategic advertising companies don't have to say that if you can withstand great work pressure. As far as the general industry is concerned, I think what industry can best promote your growth, there are the criteria for these choices:

First, the industry with high transparency

In other words, the products of this industry are in your daily life. such as tobacco, wine, real estate, beverages, cosmetics, clothes. But it seems that the transparency of agricultural products, machinery, logistics, underwear and plastic products is low.

Second, look at the types of competition in the industry

Different industries It is not the same as the direction of competition, it is a technology-led industrial real estate is the capital of the platform for the industry, luxury goods are high value-added and international platform for the support of the industry, the fast-selling goods is to market competition as the main industry, so you choose the industry must be market expertise for the support industry. Planning must choose a high degree of marketing professional industry, you have the opportunity to speak in this company.

Third, look at the value-added of industry products

Brand must have added value, if there is no added value that is only the product of contention, selling point of contention, price dispute. I don't think you're going to go to this low-level competition. Because that does not reflect the essence of planning. Again, high value-added things mean you may have a higher income.

The space and scale of the industry

First of all, the more competitors in this industry the better the more space you have, and it is enough to ensure that you will not change careers. Career change is a huge waste of resources. The larger the scale the better, such as national and regional. I think anyone can understand.

When you have been thinking, ideas and concepts have been locked in the black box, please do not lose heart, this time you must believe two points:

First, the solution is more than the problem, and there must be many ways to do it.

Second, all things, there must be a connection, or, in any two things inside, can be extracted at least n the same point.

Third, I can't think of it, I'll tell you 3 ways:

1, turn the problem around and see what the opponent's concept is, then you do the opposite of the concept.
2, find a theme to make your ideas more vivid, which is embodied in many designs
3, introduce new elements, transform target group, change product design, introduce new function, overlay function of other products, etc.

Editor's conclusion: As in the field of interaction planning, the greatest feeling is gratitude also have feelings, grateful, born in a "strategy pilot" type of agency, most of the time in the manuscript, but this also exercise their all-round strategic vision and thinking angle. The feeling is that the same as the interaction of the planner, perhaps you are copy/creative orientation, perhaps you think more of a brand strategic positioning and planning positioning problem, in this case, you can often dominate the media, EPR, interactive activities of the overall direction or an interactive event planning, or maybe you don't belong or disagree with these so-called planning development directions? Or, you don't want to know at the moment, because writing a PowerPoint is enough for you to tangle. No matter what type of job you are in, or what kind of confusion you are in. I believe that there is no such a so-called planning is what, what to do, how to do the formula, so, we know, no formula means the opportunity!

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