Complete Marketing Plan for Home Building Materials (1)
I. Name of the activity: Down-to-earth? TT hang
Two. Summary of other marketing schemes in the past:
1. Many store activities are like this, mostly through some gimmicks and small gifts to attract customers' attention, but I don't know? Small benefits are not repeated, and people are obedient? . However, consumers who really shop never care about small gifts, and most of them really understand the quality and cost performance of products; The fake consumers who really come to receive the prize will not have the brand communication power after receiving the gift.
2. In the activity, we didn't accurately locate the customer group and blindly went to the community to do the market. Many clubs to promote activities are decided temporarily by activists.
3. The promotion methods adopted in the activities, whether by telephone (telemarketing) or running around the colorful pages in the community, are the most offensive ways for others, who directly make fun of customers. When a customer is disgusted with you and the brand, it is difficult to accept your products, which has caused many obstacles and difficulties to the development and progress of the activities, and it is not good to confront customers.
4. The implementation of activities is mostly a grassroots team temporarily pulled together by some shops, which has no overall significance. In addition, activists are dealing with official business, and most of them will not approach an activity wholeheartedly, so there will be a huge deviation in execution.
5. After the activities were decided, most of them were carried out mechanically, without summarizing the activities or actively finding and solving problems. Is it really the so-called? High spirits, then decline, three exhausted. ? Ignoring the process of activities is actually a process of finding and solving problems. The process of activities is also improvisation under the condition that the general principles remain unchanged, and the activity itself is a perfect process.
6. It is wrong to attribute all the failures of activities to execution. In fact, in the final analysis, it is still the system and system of activities. Only under the perfect activity system can we build tough execution and ensure the perfect execution of activities.
7. The unity of activities is very important. After the merchants form an alliance, it is a big group. It is very necessary to take the overall situation into account and put the overall situation first. In addition, the home industry is now a cold winter, so everyone should unite, TT prosperity, business prosperity.
Third, thinking before the activity:
Who are our customers? What are their characteristics? Positioning the customers we need to win can help us understand the needs more accurately. )
In the home building materials market, customers are customers who need to decorate unintentionally, which can be subdivided into: urgent decoration (such buyers who are eager to buy a house for decoration may be married for their children, or they may be eager to move); No hurry (the house is bought, but it is not in a hurry to decorate, they will choose slowly and have more time to compare); In fact, most of the property buyers, many of them are unified units to buy a house, and many of them are familiar with it. Decoration is a big event, and many people will check the decoration and material selection of neighbors in the community.
2. What are the real needs of consumers? (Customer's demand is our entry point)
Decorating a house is a major event, and consumers want to choose genuine products that can be used and have guaranteed quality; In addition, consumers will choose some cost-effective products while meeting their own needs.
3. How can we have better product communication with customers? There is an essential difference between what to do and how to do it.
We should communicate with customers in a way that suits them, not make them feel disgusted. We should find the topic that customers care most about to attract him, and then give him a perfect encounter and an opportunity to exchange products with customers. In fact, customers are more attracted by design when they decorate their houses. Many people don't want to spend money on design, because looking for a decoration company to do design is also a big expense. Many people make some renderings in time and prefer to see more design renderings, so design is a very good starting point for communication with customers.
Fourth, the purpose of the activity:
1. Instead of doing activities blindly and indiscriminately, we pursue innovation in activities and exchange products with customers in a new way.
2. Through the brand promotion of TT, let more people know about TT and more consumers know about TT. We exchange the understanding and recognition of customers in the right way and introduce more customer traffic for TT.
3. Accurate store brand promotion, allowing stores to tap demand customers and gain more turnover.
Verb (abbreviation for verb) Activity theme:
1. Be yourself, I'm glad you came.
2.TT cooperates with a well-known design team and spends millions to solicit 1000 owners to design for you free of charge, measure at home and make design renderings free of charge.
3.？ Nice decoration? TT and XX banks, especially for decoration users? Decoration loan? Still worried about the tight money for installing a house? Come to TT if you have difficulties in decoration.
4. Every merchant participating in the alliance will launch a special price, and the number of explosions can be limited, but it must be given an ultra-low price and an unprecedented price to attract attention.
In this alliance, who can enjoy the pleasure of ordering products from merchants? Fold up and down? We will enjoy the lowest discount for the first product order and the lowest discount for the second product. On this basis, we will enjoy a 5% discount. The more merchants the same customer orders products from TT alliance, the more they save.
6. It's nothing to smoke home appliances when shopping. There is nothing wrong with enjoying free shopping. It's nothing to take a car in TT shopping, verify the brand and strength, and give back to customers with a sincere heart.
Activity time of intransitive verbs:
Including activity time, duration, publicity time and activity landing time.
Seven. Target audience:
Accurately specify some communities, preferably those that are ready for renovation and those that are key to delivery. Carry out precise strikes and deep excavations on these communities to achieve wide, deep and thorough.
Eight. Activities:
65438+ (Because many shops here have some harassment to property management and owners, the control here is very strict. )
2. Let each community put out the paintings and booths of this activity, introduce the main idea of this activity to the past owners, and let the owners get the designer card for free by logging in accurate information, so that they can participate in free design activities.
3. The door-to-door measuring ruler is equipped with special business, so as to communicate with customers at home, talk about decoration topics, dig deep into customer needs, establish customer demand files, and accurately locate customer consumption levels and needs.
4. Collect customers' decoration information through the property, inform customers of their activities by sending short messages, accurately tell customers the highlights of the activities, let customers know the theme of the activities, and have the right to choose and communicate independently.
5. You can also join the customer WeChat in the form of home improvement consultant, because many people's mobile phone numbers are WeChat, and you can also join the QQ group of the community, because many communities have their own groups to promote this activity.
Nine, material preparation:
1.TT design card, customer file table
2. The unified color pages and publicity materials of the trade union can be made into decoration style guide books.
3. The large-scale inkjet booth is convenient to attract the attention of the owners and understand the theme of this event.
4.TT unified handbag
5. Display table
6.X-display stand, which is convenient to put at the door of each building.
7. Alliance merchants prepare gifts for customers.
X. active system:
This activity adopts the system of adding and subtracting points, and each brand and each activity person implements the system of adding and subtracting points: during the activity, more brand merchants pay (driving, there are many people, accepting alliance scheduling at any time, doing more work for the alliance, developing good ideas for the alliance ...), and adding points. For brands and individuals who have problems in activities (negative activities, uncooperative activities, no one ...), the points are reduced, which is more serious. Merchants who participate in the activity pay the deduction margin to the alliance, and return the merchants who have not deducted points after the activity, and deduct the merchants who have deducted points; For businesses with extra points, they will be allocated in the balance of activity funds and according to the number of points. For activists who log in the most customers every day, as well as those who have outstanding performance, they are also directly given certain cash rewards.
XI。 Staffing and work arrangement:
1. president: coordinate property relations, TT's support for activities, coordinate the relationship between brands, coordinate brand participation in activities, organize meetings and guarantee activities. (president plus points)
2. Accounting: responsible for the management of alliance expenses and the procurement of materials. (accounting plus points)
3. Design team: design for customers and make design renderings.
4. Mobile group: responsible for the mobile deployment of daily activities, sending propagandists and arranging activities on the spot to flexibly cooperate with activities.
5. Publicity group: a group of two people, responsible for the activities of their respective communities.
6. Investigation and coordination group: visit the community irregularly, communicate with activists in time, and find out the problems existing in the activities in time.
Complete Marketing Plan for Home Building Materials (2)
XX home building materials marketing activities
Planning plan
Approver: XXX Furniture Approver: XXX Furniture
Prepared by: Zhuodao Enterprise Management Consulting Co., Ltd.
catalogue
Part I Activity Preparation
First, the background of the event. Overall summary of activities
Part II Implementation of Activities
I. Implementation steps
Second, the terminal execution rules
1, preliminary preparation 2, terminal publicity layout 3, publicity and promotion
Part III Activity Copywriting
First, material copy, second, newspaper soft text.
Part I Activity Preparation
I. Background of the event
1 and 20 15 are years of fierce brand competition. Entering 16 is a crucial year for home building materials brands, and it is also a year of intensified competition. /kloc-in the spring of 0/6, after a period of preparation, planning and brewing, various enterprises and commercial brands are ready to go. In order to gain an advantage in the fierce competition, we must be proactive and take the initiative. In the spring, we will strive to increase market share, further enhance brand awareness, and pave the way for good sales performance in 16.
2,2015, China Consumers Association? Consumption and responsibility? Determined as the theme of 16 consumption year. Follow the social trend and start? Responsibility? Is it sweet? Large-scale activities, starting without hesitation? Responsibility? This flag, a strong launch? Real green card? Let the rights and interests of consumers be protected for life. Establish a good social image.
Second, the overall summary of the activity 1, the purpose of the activity
(1) Create a brand image with a strong sense of social responsibility and integrity.
(2) Interact with consumers to improve the enthusiasm of consumers' participation and the influence of after-sales service. (3) Launch the first promotion offensive on 16 to seize consumers' minds and compete for market sales. 2. Theme of the event
Responsibility? close
-Start the real green card service project.
3. Campaign slogan
1, True Love Green Card Rejects Falsehood 2, True Love Green Card Helpless at Home 3, Green Card Helpless in the World 4, Activity Time
20151218-12 20 5. Scope of activities All shops in the building materials market.
7. Activity content
Responsibility? close
-Start the real green card service project.
? Love of green card: consumers can make an appointment in advance to register and own it? Real green card? Give priority to various activities.
? Green card return: customers with green cards will receive lottery tickets when spending with their cards during the activities, and they can participate in lottery activities such as car purchase and prizes. ? Green card courtesy: you can get a mysterious gift with a green card.
? Green card deposit: with a green card, you can participate in the 6-day gift-giving activities of WeChat store deposit at four branch venues of the store. Note: the day is an active market atmosphere, and related activities can be organized layer by layer. (This view is for reference only)
Promotion time: 2065438+March 8, 2005
Promotion place: Home Furnishing Building Materials Plaza
Tel: 020-38262399 Promotion Policy
1. All merchants are required to set the full discount and unit price of the activities according to our six activities a year to ensure the lowest price this time. 2, WeChat big draw, 1 10,000 WeChat big prize micro-moved the whole city (delivered in 6 days and 4 minutes). 3. Grand prizes such as large live cars on the first floor. 8. Details of the event:
1. On the day of the event, there will be performances, gifts distribution and lucky draw. 2, crazy lucky draw invincible: 1) lucky draw qualification:
1. Users who get a real green card can directly participate in the WeChat 1 10,000 deposit lottery. On the day of deposit, you should turn to the front form in your store. 2. The lottery of large gifts such as cars depends on the lottery amount.
65438+February18-65438+all customers who bought building materials in New Furniture Building Materials Plaza during February 20th; You can get 1 lottery ticket for every 2000 yuan (you can get 32 lottery tickets for every 4000 yuan); etc
Special notice: All prizes can only be collected on the spot on the day of the lucky draw. If the winning consumer fails to collect it on the spot that day, it will be regarded as giving up the winning product automatically. 2) Lottery prizes:
* Grand Prize: 1, a prize car;
* First prize: 2 winners, brand-name refrigerator 1 set (see details of the lucky draw); * Second prize: 6, one brand-name electric car; * Third prize: 8 people, one brand-name air conditioner; * Fourth prize: 50 famous brand electric fans 1 set; 3) Lottery time:
Grand prize: 5 pm on March 8.
Wechat lucky draw: from March 2 to March 8, every morning from 10 to 1 1, from 3 pm to 4 pm. On the 8 th, the whole day WeChat sweepstakes. 4) Lottery recipients:
* Register at the main service desk with the store's order from February 26th to March 8th or a green card (one green card receives a lottery ticket, which is provided by the card issuer), and receive the lottery ticket according to the amount charged on the order; Fill in the form on the spot and put the coupon into the lottery box on the spot; (The main service desk needs to register the customer's brand name, purchase variety, purchase amount, contact information, names and contact information of all members of the promotion industry) and keep it as the customer's award certificate;
5) Lottery rules:
? On-site lottery, the host shouted 3 times and no one answered, which was regarded as abstention; Re-draw a lucky customer; ? When receiving the prize, you must provide a positive coupon that is consistent with the information of the secondary coupon.
? 1 10,000 wechat order lottery will be delivered within 6 days, from March 2 to March 8.
Special notice: All prizes can only be collected on the spot on the day of the lucky draw. If the winning consumer fails to collect it on the spot that day, it will be regarded as giving up the winning product automatically.
3. 100 building materials brand ultra-low special price: 100 building materials brand, all categories, unified to provide zero-profit products. Ensure the lowest price this year and the lowest price in Loudi during the activity;
1) All building materials brands in the mall need to sign an agreement with the market to guarantee all the goods sold during the opening of new home building materials on 4 18.
Loudi has the lowest price; If customers find that products of the same brand, model and quality in other parts of Loudi are cheaper, they will be fined 5 times the price difference;
2) Building materials brands in shopping malls need to make their own promotion policies during the activities. 4. Green card invitation manual and distribution method:
1) The purpose of the invitation is to invite customers who really need to buy building materials in each community to participate in this activity; In order to bring customers
Pull over, and invited customers can enjoy the following additional benefits:
2) The invitation letter is issued by the sweeping team, and the team leaders are responsible for it; The invitation letter shall not be repeated or forged.
Fake; When receiving each invitation letter, you must provide the customer's name, telephone number, community name, building number and room number; Ensure that 1000 invitation can invite 1000 real customers;
3) The store is responsible for issuing green cards, and the distribution targets are mainly old customers (customers who have consumption influence and love activities), and the merchants are mainly themselves.
I have purchased from the Chamber of Commerce (10 yuan/piece) according to my operation in previous years, and the quantity can be returned. Carefully register (use sample form) the customer details before issuing the card.
5. Activity execution rules 1) Division of labor:
Chief Commander: Xiao Ziheng (Owen Lai) Deputy Chief Commander: Cheng Zong (Qi Xin Kitchen Cabinet)
Telephone Group: Community Roster, Business Intention Customers, SMS Group Sending (Wang Weiguo, Juhao Lighting) Purchasing Finance: Peng Baoyu (Stanley Wardrobe)
Card Sales Team Leader: Liu Xiaoming (Paiya Door and Window Wardrobe) and General Manager Li (Op) Vehicle Configuration: Team Leader.
Advertising: Peng Baoquan, Wang Weiguo (arrange community advertising, shopping mall advertising, shop advertising, newspapers, television, community advertising, bus advertising, etc. ) Business training: Liu () Head of the meeting group ();
Team leaders and leaders of peripheral groups. 3)
Note: The activity promotion plan will be further improved after it is determined.
1、30? Advertising in 40 key communities. 2. Advertisements in markets and shopping centers. 3. TV and newspaper advertisements. 4. Online advertising. Fourth, enterprise personnel incentives.
1, peripheral personnel make up 50 yuan/day, and stores make up 100 yuan/day.
Step 2 send an invitation. Every day, the team will evaluate the first, second and third prizes, and reward 300 yuan, 200 yuan and 100 yuan respectively;
3. 40 yuan will be rewarded for each customer order; 4. The captain supplements 50 yuan every day. 5. Vehicles subsidize 50 yuan every day; V. Punishment
1. Trainer participation criteria: 1 Salesperson with a storefront below 200 square meters, 200? 2 for 300 square meters and 3 for over 300 square meters.
The business group selects 65 people from the training group.
2. Every salesman must unconditionally obey the management arrangement of the person in charge, and offenders will be fined 100 yuan each. 3. Everyone who arrives late and leaves early will be fined 20 yuan. (attendance machine)
4. All salesmen must be in the designated community on the same day, and offenders will be fined 100 yuan each time;
5. If the team sends an invitation letter, it will rank last every day, and each person will reduce the 20 yuan subsidy every day.
Part II Implementation of Activities
First, the terminal implementation details 1. material preparation
Pre-application for promotional activities, determination of corresponding prices, distribution of products and samples, distribution of promotional materials of the company, and preparation of promotional materials produced by dealers.
Terminal site layout 1, store site:
◆ Hanging the flag: create an activity atmosphere and convey the theme of the activity. ◆ Hanging banners: attract attention and let consumers know about the activities. ◆ Post a poster: Express your acquisition to consumers? Green card? Value.
◆X booth: let consumers clearly understand the content of the event;
◆ Label: special price label, expert recommendation, etc. Let consumers know the product information.
◆ On-site experience area: let consumers feel the function and quality of products and understand consumption. 2. Around the mall:
Inflatable arch, floating in the air, with knife flags, banners and colorful flags can fly colorful Tibetan prayer flags. ◆ Are there many advertising suggestions for local highway signs? Responsibility 3? 15 intimate 4 18? Theme screen. 3. Site layout
1 and March 8, the main venue of the event was located on the first floor of Fu. 2. From March 2nd to March 8th, the meeting venue will be located on the first floor to the fourth floor.
If possible, arrange multiple venues. Promotional activities must inform consumers of the venue and time in advance.
Publicity and promotion
Strategy: soft text preheating, activity detonation 1, media promotion (1) TV:
(2) Newspapers: placing soft and hard advertisements in local influential newspapers. Prepare newspaper advertisements in advance and publish them.
The size is a complete or semi-complete column. Newspaper advertisements should be published in local mainstream media newspapers with large circulation and strong pertinence. Newspaper advertisements must be published before the event, and the layout content should be designed by the company. During the event, media reports should be conducted in the form of soft text.
(3) Radio: It is recommended to put advertisements on local traffic stations. (4) WeChat (short message MMS): Send short message publicity activities once a day, and the content of the short message strives to highlight the preferential interest rate of the activities. ( 5
2. In-store promotion
Preparation before promotion (February1August-22)
① Preparation of promotional materials: Prepare green cards, posters, leaflets, banners, X-stands, leaflets and other promotional materials. (2) Preparation of promotional goods: check the goods in stock to ensure that the goods are adequately stocked before the promotional activities; ③ On-site material preparation: prepare materials needed for activities such as promotional gifts, handbags and cups.
④ Promotion price system: Prepare the detailed list of promotion products and the execution price of activities in advance, and strictly implement the corresponding price strategy. ⑤ Price label making: The number of regular price, promotional price and special price labels should be prepared in place. 3. Personnel promotion
(1) Personnel are in positions, with clear division of labor and mutual cooperation;
(2) Publishers distribute leaflets to introduce activities and products and guide customers to the store;
(3) Gifts should not be distributed too early or too late at the specified time, and personal information and signature should be registered when they are distributed; When distributing gifts, we should control the rhythm, create a scene of waiting in line, and stimulate customers' herd mentality;
(4) In the middle of promotional activities, staff should also distribute leaflets intensively in communities and stores at the same time to expand the scope and influence of promotional activities.
(5) Pre-promotion training: division of labor training (billing, collection, installation, advertising, customer reception, etc. ), unified rhetoric, operational details, etc. , so that the promotion activities are carried out in an orderly manner.
4. Community promotion
(1) Hang promotional banners, posters, etc. For the target community; (2) Distribute leaflets to target communities. (3)? Real green card? Fill in the questionnaire. 5. Wechat Award, with Li Hao brand one-week down payment (1), with four venues on each floor. (2) Urge customers to place orders in advance to enliven the store atmosphere. (3) The award setting is mainly based on the order bonus and small gifts of the merchants in each store.
Part III Activity Copywriting
I. Material copy 1, SMS copy
With a green card, you will live a carefree life. 3 15? Responsibility 3? 15 sweet? For large-scale activities, anyone who buys building materials under the purchase will get a real green card. For details, please consult:? , address:? .
Home Building Materials Plaza 1 10,000 WeChat Award, micro-moving the whole city, grateful to the citizens, sweeping, code courtesy! How to use it: send it to the community owner point-to-point 2 days in advance to accurately hit the prospective consumers.
2, TV subtitles, radio copy
With a green card, you will live a carefree life. 4 18 was strongly launched on the occasion of 3 15? Responsibility 3? 15 intimate 4 18? For large-scale promotional activities, anyone who buys building materials on 4 18 will get a real green card.
The real green card is in hot registration! Great opportunity, don't miss it! For details, please contact:, address:. Usage and purpose: broadcast it on TV one week in advance to expand the influence of the event and attract consumers. Home Building Materials Plaza 1 10,000 WeChat Award, micro-moving the whole city, grateful to the citizens, sweeping, code courtesy! 3. Green card
Propaganda language
(1), as a unique service symbol of sincere service, is the guarantee of service. (2) It is a noble enjoyment and a status symbol. (3) Give priority to cards for various activities.
Green card content
Green card folding is used to install green cards.
four
5. Poster copy
6.X-stand copywriting
7. Single copy
Front:
reverse side
8. Flag