How to make the marketing plan (activity) of home building materials

If you want to make an in-place marketing plan for home building materials activities, you must consider it comprehensively, otherwise some details will not be taken into account, and loopholes will appear when implementing the plan. Summarize the experienced successful leadership cases as follows:

Project analysis:

Advantages and disadvantages analysis of the project:

Project advantage

W project disadvantage

O project opportunities

Test project threat

Market positioning:

(1) market positioning of the project: the market positioning is determined after investigation, and the market scope is very important, such as what kind of sales market environment the project is suitable for.

(2) Target market positioning of the project: The specific location is more conducive to the implementation of the project.

For the target population:

1. Invest and operate merchants in some urban areas.

2. Foreign merchants who come to XXX to operate building materials.

3. Local building materials processing business owners.

(III) Positioning of product features of the project:

Product positioning is what the product is, the value it can bring and the final effect it will bring to the public.

(four) the project sales target price positioning:

After the target audience is determined, it is the determination of a price, which is conducive to clarifying the promotion price and giving consumers a choice.

Project promotion and positioning

Investment promotion strategy and consumer target promotion strategy

Six, dealer analysis

1. The most direct issues to be considered in the allocation are: whether there is money to be earned in the new market environment and whether the capital turnover is effective.

2. Dealers hope to have a centralized and professional sales circle, form a strong competitive sales force, and drive the market to mature. And through strong radiation, gather popularity and crowds to promote their own products and maximize market profits.

3. Dealers hope to know the strength and market value of developers in the project market through more channels, and hope to obtain an ideal property location and expand the market space.

4. Dealers always hope to have different degrees of preferential price policies and policies of returning (exempting) ancestors to attract them to settle in.

5. The dealer's understanding of the project. Dealers hope to get the confidence support from the government and property development to reduce the risk of lease purchase, and expect a series of guarantees such as strong marketing strategy guidance, advertising support, sales policy and financial guarantee.

General rules of project promotion strategy

A large number of meticulous market hype and professional marketing activities planning have aroused dealers' concern and interest in buying property leasing. Strong social propaganda and public opinion will inevitably affect the mind and judgment of dealers and promote the success of market investment.

promotion policy

(1), scope of investment commodities of the project-

Building interior and exterior decoration materials, ceramics, sanitary ware, household kitchenware, hardware and electrical appliances, accessories, consumables, paint, stone, suspended ceiling floor, wallpaper carpet, stair wrought iron; Furniture, integral cupboard, door and window cupboard, household appliances.

(2) The investment object of the project-

Manufacturing enterprises of building decoration materials inside and outside the province

Private and individual enterprises such as building decoration materials dealers, agents, franchisees and franchisees.

Customers inside and outside the city who are interested in investing in opening a shop.

3. Export and guarantee of the project concept-eliminating the cognitive barriers of dealers.

Project marketing concept: the huge building materials market located in a certain district (city life center) of CLD, with its core geographical location, strongly radiates the whole; Adjacent to XXX Avenue and Hongfu Road, the commodity logistics and distribution channel is very convenient, and it is an important export port leading to the major building materials commodity distribution centers in the province.

(1), with the most advanced domestic market-oriented warehousing and logistics, a central market for wholesale and retail operations, and an international commercial city.

(2) Monopolistic standardized market sales model and standard system of property management, introducing modern management means of property management.

(3) Brand-new consumption concepts and consumption patterns cater to and lead the consumption psychology and behavior of the market, advocate brand-new consumption concepts, and become an economic culture and consumption fashion.

4, project investment-the confidence guarantee of dealers.

(1), a key project and image project of a municipal government, a new landmark. There are perfect supporting facilities and living facilities.

(2) In the market operation of the project, the preferential policies of rent-free and rent-refund are adopted to relieve the dealers' worries.

(3) With the market-oriented operation of "brand building and communication first", we will provide dealers with comprehensive advertising and marketing support before and after the market opening, expand external publicity, and improve the visibility and influence of the market in the whole brand.

(4) While protecting the commercial interests of merchants, market operation provides systematic and complete after-sales service guarantee and auxiliary support for merchants.

(5) 24-hour property security, good and standardized business order, creating superior property environment and market space for merchants.

Promote the use of means

1, market preheating speculation period (promotion and communication)

All-round investment invitation ceremony of a shop:

Choose auspicious day to start construction, invite the leaders and administrative directors of a municipal government to participate in the all-round investment promotion ceremony of the building materials market, give speeches by the main leaders, invite reporters from municipal newspapers, TV stations and radio stations to participate in interviews, record the live activities of the investment promotion ceremony of shops, and broadcast them in the local media in the form of news. Form the public and dealers' awareness of the market information of grand investment in the home building materials market, and achieve the expected publicity and speculation purposes.

2. Cognitive period of market image promotion

Comprehensively shape the image of high-quality property in the market, create a sales environment, and establish the image power generally recognized by the public and dealers.

Outdoor image billboards will be launched in the main passages around the property and in the main buildings of the city. Widely disseminate investment information and guide dealers to know and understand.

Investment promotion

(1), fully grasp the customer needs.

Organize and invite all dealers (including investors) who have mastered the relevant target groups in the early stage to conduct investment negotiation. The main content of the talks is to solicit their suggestions on the cooperation conditions of the main stores of the project, and to discuss the possibility of return on investment and return period. These suggestions can be used to formulate reasonable investment conditions and policies.

(2) the introduction and planning of brand merchants

According to the proposed market positioning and format positioning, determine the initial conditions for the brand head office. Contact and understand qualified retailers or other service providers through relevant websites, exhibitions, seminars and other channels, master their plans to expand new stores, and finally determine the target list of major brand stores. Then the property investment information, sales policies and other concessions will be conveyed to dealers to attract dealers to invest and join in the leasing business.

(3) Multi-channel investment communication.

The investment proposal starts from the origin, the source of major investment customers, investment fair, media promotion, real estate exchange, exposition, press conference, holiday promotion, news event marketing and so on.

Distribute and mail investment promotion brochures to market operators, manufacturers and distributors in a certain city, lobby distributors to participate in the project and contact distributors through multiple channels.

(3) Strong publicity, emphasizing one-time entry into "strong sales"

The investment promotion advertisements borrowed from the strong publicity projects of the mass media mainly emphasize "golden location", "great appreciation potential", "high return", "historical value", "future business center" and "win-win concept of development, investment, operation, management and consumption", with appropriate news hype.

Implementation of project investment plan:

chance

Because commercial real estate is different from ordinary houses, its sales should reach the peak period from the beginning. Therefore, we must make a macro advertising plan based on the product life cycle, competitors' advertisements, off-season of sales season, audience characteristics and other information, and comprehensively consider the marketing plan and advertising budget. In addition, considering the general investment habits of local customers, that is, the enthusiasm of shops to invest, buy and rent houses before the Spring Festival is not high, it is planned to arrange a series of implementation plans such as publicity after the year.

The specific implementation schedule of each stage:

Sales boom period: that is, sales boom period. While introducing dealers, we will deeply guide consumers, shape the trust and goodwill of real estate brands, and enhance sales momentum and customer confidence.

Promotion strategy and advertising promotion strategy

(A), determine the sales method-investment and sales to rent before buying.

1, sitting in the store to solicit sales:

Take China Merchants Center as the "store", display the overall model and elevation model of the project, and conduct on-site sales. There are two regular salespeople.

2. Foreign investment and sales:

Carry out project investment promotion in Guangdong Province. Attract similar customer groups with preferential prices and policy support.

3. Owner's introduction:

Priority parking spaces or other items can be used to encourage owners who have purchased facades to introduce relatives and friends to buy them.

Three-dimensional marketing plan and operation rules

In order to ensure the opportunity of comprehensive investment after the Spring Festival, we adopt a three-dimensional and diversified marketing method, and the specific operations are as follows:

promotion policy

Media publicity

We mainly consider periodic advertising in the following media: 1. Southern Metropolis Daily, Guangzhou Daily 2. Traffic radio 3. Yutai, local Hong Kong and Taiwan (spots) 4. Large outdoor billboard. Street lamps and light box advertisements. In order to better cooperate with the sales work, our advertisement focuses on the following two aspects:

1. Rent and price strategy.

2. Other promotional ideas

3. Owner's notice and word-of-mouth publicity

Marketing period

(1), cooperate with the major media to convey the sales market information synchronously, and actively carry out advertising sales.

(2) Packaging the sales image of project investment promotion, and image packaging the project sales point and construction site.

(3) Plan a competitive sales plan, so that businesses have a mentality of "a good opportunity can't be missed, and if you miss it, you won't come again".

(4) Fully tap the potential customers of a city.

Distribute DM advertisements to potential customers, and fully tap the potential customers of a city.

Sales and control synchronization

Our suggestion is: the strategy of renting and selling on behalf of others, so as to attract investment, rent first and then sell.

(1) First, invite investment and lease, and then conduct market test activities of internal subscription with certain recognition in this market, and sort out the opening price by finding out the market.

(2) In the second stage, depending on the sales effect of internal subscription and opening, the price will be raised appropriately, so that the overall average price will be controlled within the average price originally planned by the developer. Because of the late sales at this time, the overall sales have already had a certain foundation and a certain atmosphere. At this time, wait and see the previous price and raise the price appropriately.

(3) In the third stage, depending on the sales volume in the second stage, it is suggested to maintain the price level in the second stage. It is estimated that the overall sales volume will reach about 70% at this time, and the pressure on developers will be greatly reduced. Maintaining the sales price in the second stage is to better approach the average price originally planned by the developer, and even exceed the average price originally planned by the developer.

(4) In the final stage of the fourth stage, in order to promote occupancy in advance, we will slightly reduce the prices of the first two stages to further stimulate the wait-and-see customers and accelerate the completion of the first-phase housing sales target.

Establish media goals

According to the media objectives, and the media objectives are clear and quantifiable, the best publicity effect can be achieved at the lowest cost.

1, new media: network platform, WeChat, Weibo, live broadcast, etc.

2. Broadcast advertisements

3. On-site fence packaging advertisement

4. Rainbow packaging of on-site stairs

5. China Merchants Group on-site packaging advertising

6. Publicity materials: investment promotion brochures, various publicity materials, etc.

Advertising budget (this is an important step)

Advertising expenses = percentage of total sales x advertising expenses (3%)