Aug 03, 2022
In Welcome to the Forum
In an advertising agency, there are always many new clients, new businesses, and new industries. Like a new business pitch, you are usually only given a month or even two weeks to make a proposal, and you may not know anything about the client and the industry it is in before that. Therefore, you need to quickly understand the industry and customers in a very short period of time, and make your own judgments, form strategies, make detailed plans, and give specific ideas and works. It's a very challenging thing, and it's what I think is the greatest joy in advertising. Before starting strategies and ideas, it is undoubtedly the most basic work to quickly understand the industry and customer business. Fortunately, with the Internet today, a large amount of information can be quickly collected at the touch of a finger on the Internet. But the reality is that every time I participate in a new business and listen to my colleagues share the collected information, after listening to the introduction of hundreds of pages of PPT for an hour or two, I still feel at a loss. I can't grasp the focus, and I don't know what the customer's business model and core problems are. This is because when many people collect information, they just cut and save the information on the Internet. They neither organize and analyze the information systematically nor form their own opinions and judgments on the industry based on the information. One of the viewpoints I have been emphasizing on the matter of making plans is called " collecting data does not equal analysis, analysis does not equal strategy, and strategy does not equal creativity ". Sorting out the collected data, finding the key, and forming one's own judgment is called analysis. Finding the problem through analysis and forming a feasible solution is called a strategy. The creative transformation of strategies and the creation of valuable content from the perspective of consumers is called creativity. In fact, when it comes to industry research and analysis, when everyone is faced with the topic of "understanding an industry in a week", the first reaction must be to search online; and, thanks to the development of the Internet today, you can definitely get Plenty of information. So what I mean is that what many people lack is not the ability to collect information, but the ability to organize information , that is, the ability to classify, compare, summarize, and refine information. Gathering information may be done with a click of a mouse, but organizing information requires a clear mindset and information model in your head. The first thing I want to share with you in this article is the information model of how to analyze an industry and what information to collect. 01 First of all, understanding the most basic information model of an industry is called "Six Background Analysis" (I'm too lazy to give it another name, just call it that). The so-called 6 majors are product analysis, consumer analysis, competition analysis, company analysis, market analysis, and industry analysis. It includes 3 dimensions and 6 aspects, product analysis and company analysis, consumer analysis and market analysis, competition analysis and industry analysis. These 6 major analyses are mainly adapted to telemarketing list the field of marketing, and are to analyze the market strategy and brand building of an enterprise. In fact, strictly speaking, this is not an information model, but a direction guide for sorting information into different categories. The main questions of each analysis are as follows - 1) Product Analysis What is the main function selling point of the product? Product line planning and price band distribution of enterprise customers? 2) Company Analysis What are the key technologies and core resources of enterprise customers? Cost structure and profit model of enterprise customer products? 3) Consumer Analysis Who are the target consumers? How is the user portrait? What are the core needs and pain points of consumers? How do consumers make purchasing decisions, and which decision factors (sequence) do they value? How do consumers get access to corporate product and brand information? What are the information touchpoints? How are the catalyst habits?