Home building materials complete marketing campaign program

Home building materials market, the customer is not intended to be the need to decorate the customer, for which I have organized a complete marketing campaign program for home building materials, welcome to see.

Home building materials complete marketing campaign program a

First, the name of the event: feet on the ground?TT line

Second, past other marketing program summary:

1. Many stores activities in a largely consistent manner, most of the gimmicks and small gifts to attract the attention of the customer, do not know that? Small favors have not been all over the people from also? The real shopping consumers never care about small gifts, most of the real in the understanding of the quality of the product and the cost-effectiveness of the product; and really come to get the prize pseudo-consumers in the receipt of gifts, but also will not produce the brand's dissemination power.

2. Activity is not accurate positioning of customer groups, blindly go to run the community to do the market, a lot of activities to promote the community are activities set down by the temporary staff.

3. Activities taken to promote the way, whether it is to call (telemarketing), or run the cell mess plug color pages, are to take the most offensive way to make others, directly to the customer to carry out the riot, when a customer to you and brand antipathy, it is difficult to accept your products, so that the activities carried out and carried out to create a lot of obstacles and unsuccessful, and the customer against the dry nothing good.

4. The implementation of the activities of the majority of stores temporarily pull the team to put together the grassroots team, there is no meaning of the big picture, coupled with the activities of the staff are to cope with business, most will not go to the wholeheartedly go close to an event, so in the implementation of the power of a huge deviation.

5. After the activity is set most of the mechanized implementation, no summary of activities and take the initiative to find problems, solve problems, so-called? The first drum, and then decline, three and exhaustion. Neglected the process of activities is actually a process of identifying and solving problems, the process of activities is also in the case of the general principle of unchanged to improvise, the activity itself is a perfect process of its own.

6. If the activities of the failure of all attributed to the implementation of the power, it is not right, in fact, the root of the activities of the system is still completely systematic and institutional problems, the perfect activities under the system in order to create a strong execution, in order to ensure that the activities of the perfect implementation.

7. The unity of the event is very important, the business alliance is a large group, the overall situation, the overall situation is very necessary, plus now the home furnishing industry is considered a winter, so we should hold together, TT Sheng, the business Xing.

Third, think before the event:

1. Who are our customers? What are their characteristics? (Positioning the customers we need to take, you can understand the demand more accurately.)

Home building materials market, the customer is not intended to be the need to renovate the customer, the customer can be subdivided into: anxious to decorate (this buy a house to decorate more anxious, may be in order to give the child to marry or in a hurry to move home buyers); not too anxious (the house is purchased, but not in a hurry to renovate, they will be slow to choose, and more time will be compared); in fact, most of the buyers of the house, there are many of them are some of the Unit unified purchase, many of them are familiar with, decoration is a big thing, many people will go in the community to view the neighbors' decoration and selection of materials.

2. What are the real needs of consumers? (Customer demand is our entry point)

Renovation of the house is a big thing, consumers would like to choose the real products, can be used to live, and quality assurance of the product; there are consumers to meet their own needs at the same time, more will choose some cost-effective products.

3. How can we better communicate with customers for a product? (To do and how to do have a fundamental difference)

We should use the method of complying with the customer's communication, rather than letting them have aversion, we should find the most concerned about the topic of the customer to attract him, and then give him a perfect encounter, and have the opportunity to communicate with the customer and the customer to carry out a product exchange. In fact, customers decorate the house, they will be more attracted by the design, many people are less willing to spend the design of the money, because the design of the company to find decorating is also a big expense, many people do some timely effect out, they are also more willing to go to see more design effect, so the design is a very good entry point for communication with customers.

Fourth, the purpose of the event:

1. Rather than all blindly follow the activities to do activities, the activities to do the abuse, as we pursue innovation in the activities to a new way of activities to carry out a product exchange with customers.

2. Through the brand promotion of TT, so that more people to understand TT, so that more consumers to understand TT, we use the right way to exchange the customer's understanding and recognition, for TT to import more customer traffic.

3. Accurate store brand publicity, so that the store can tap into the demand for customers, so that the store to get more turnover.

V. Activity theme:

1. High into low, do back to their own, not false.

2.TT joint well-known design team, trenchant million, enlisting 1000 homeowners for your free design, free door-to-door measuring tape, free of charge out of the design effect.

3. Decoration is not bad money? TT, in conjunction with XX Bank, is offering a special renovation loan to its users. The company's website has been updated with the latest information on the company's website, including its website. The company's website has been updated with the latest information about the company's website, including its website and its website. The TT will be the first to offer a special price for each of the merchants participating in the alliance, which can be limited to a limited number of models, but must be given a super-low price, an unprecedented price to attract eyeballs.

5. All the merchants in this alliance to order products can enjoy? Discount? The first product order to enjoy the lowest discount, continue to buy the second product to give the lowest discount at the same time, on the basis of the five percent discount, the same customer in the TT Merchants Union to order products the more merchants, the more savings will be.

6. Shopping to draw appliances that are not called things, shopping to enjoy the free single that is a small meaning, in TT shopping to draw cars, brand and strength of the authentication, with a sincere heart thanks, give back to our customers.

Six, the event time:

Including the event time, duration, publicity time, as well as the landing time of the event.

Seven, the activities of the object:

Precise designation of a number of neighborhoods, preferably ready to renovate the building and focus on handing over the keys of the building. Precise strikes and deep excavation of these neighborhoods, do wide, do deep, do thorough.

Eight, the activities carried out:

1. Specialists to coordinate the community property, through the sponsorship of community equipment, or direct cooperation with the person in charge of the property, through the property link, negotiated in the small area of the activities of publicity, as well as the small area to set up booths, and clearly tell the property we do not send colorful pages, do not send flyers, do not affect the order of the community management, to deal with the relationship of the community property, to facilitate long-term cooperation. Cooperation. (Because we have a lot of stores on this side of the property management and owners have a certain harassment, this side of the very strict control.)

2. Let each district put out the activities of the spray paint and booths, to the passing owners of the main purpose of this activity, so that owners by logging in the accurate information to receive a free designer card, to receive the free design activities can be participated in.

3. Door-to-door measurement and specialized business accompanied by the customer's home to communicate with the customer, chat about the topic of decoration, in-depth excavation of customer needs, customer needs to establish a file, accurate positioning of the customer's level of consumption and consumption needs.

4. Through the property to collect customer decoration information, do not telephone harassment, through the way of sending text messages to inform customers of the content of the event, the highlights of the event must be accurate to tell the customer, so that the customer understands the theme of the event, and can have a choice of their own right to communicate.

5. Can also be in the form of home improvement consultants, join the customer WeChat, because many people's cell phone number is WeChat, but also by joining the community QQ group, because many neighborhoods have the owners of their own group, publicize the event.

Nine, material preparation:

1. TT design card, customer profile form

2. Union unified color pages, promotional materials, can be made into a decorating guide book style

3. Large spray-painted display racks, easy to attract the owners of the eyeballs and to understand the main theme of the event

4. TT unified bags

5. Table with display

6. X display racks, easy to put in the door of the unit door of each building

7. Alliance merchants to prepare for the customer door gift

X. Activity system:

The activity to take plus and minus points system for each brand and each activity personnel to implement the plus and minus points system: the activity to pay more for the brand merchants (out of the car, out of the people at any time to accept the alliance to dispatch, for the alliance more Accept the alliance transfer, for the alliance to do more work, for the alliance development to put forward good suggestions ......) The implementation of points, for the activities of the brand and personal problems (activities negative, do not cooperate with the activities, do not come out .....) The businessmen who participate in the activities will deliver the deposit to the alliance, and after the activities are over, the businessmen who have not deducted any points will be returned, and the businessmen who have deducted points will be deducted; and the businessmen who have added points will be distributed in the balance of the activity funds according to the amount of the points. For the daily landing of the most customers of the activities of the staff, as well as outstanding performance of the staff, but also directly to a certain amount of cash incentives.

XI, personnel allocation and work arrangements:

1. President: Coordination of property relations, coordination of TT support for the activities, coordination of the number of various brands of the relationship between the coordination of various brands for the activities of the participation of the organization of the meeting to ensure that the activities are carried out. (President plus points)

2. Accountant: Responsible for the management of alliance costs, as well as the procurement of materials. (Accounting points)

3. Design team: design for the customer, out of the design effect.

4. Mobile group: daily responsible for the mobility of the activities of the deployment, delivery of publicity personnel as well as the activities of the site layout, mobile and flexible with the activities.

5. Publicity group: a group of two people, responsible for the activities of their respective neighborhoods.

6. Inspection and coordination group: from time to time to go to the neighborhood to inspect the activities carried out in a timely manner with the activities of personnel exchanges, timely discovery of activities in the problem.

Home building materials complete marketing campaign

XX home building materials marketing activities

Planning

Reviewer: XXX Home Approver: XXX Home

Prepared by: Zhodao Enterprise Management Consulting Co. > Part I Preparation for the event

I. Background of the event II. Overall summary of the event

Part II Implementation of the event

I. Steps of implementation

II. Terminal implementation details

1. Pre-preparation 2. Terminal publicity arrangement 3. Publicity and promotion

Part III Copywriting for the event

I. Material copy II, Newspaper soft copy

The first part of the activities of the preparation

First, the background of the activities

1, 2015 is a very competitive brand year, across the 16 years, is the home building materials brand is a key year, but also a year of intensified competition. 16 years in the spring, the various enterprises, business brand after a period of preparation, planning and brewing, the club is waiting to be launched. To take advantage of the fierce competition, it is necessary to pre-emptive, proactive, the spring on efforts to improve market share, and further increase brand awareness, to achieve 16 years of sales success to pave the way.

2, 2015, the CCA put? Consumption and responsibility? identified as the theme of 16 years of consumption. Conform to the social trend, start? Responsibility? The heart of the matter is to be close to the heart. Large-scale activities, without turning back to carry? Responsibility? This flag, the strong launch of? Green card? to protect consumers' rights and interests for life. Establish a good social image.

Second, the overall summary of the activities 1, the purpose of the activities

(1) to create a strong sense of social responsibility, integrity of the brand image.

(2) Interact with consumers to improve the enthusiasm of consumer participation and the influence of after-sales service. (3) Launch the first round of promotional offensive in 16 years, to seize the minds of consumers and compete for market sales. 2, activity theme

Responsibility? Attentive

------- start the truthful green card service project

3, the activity slogan

1, the truthful green card refused to false 2, the truthful green card home worry-free 3, the green card line the world service all worry-free 4, the activity time

December 18, 2015 - December 20 5, the scope of activities building materials market stores

7

Responsibility? Attentive

------- start the real green card service project

? Green Card Passing: Consumers make an appointment to register and can have a ? The green card is a green card that gives consumers priority in enjoying the benefits of various activities. , giving priority to enjoying various activities and benefits.

? Green card returns: hold green card customers, during the event with the card consumption to receive a lottery ticket, you can participate in the car awards and other lottery activities.

? Green card deposit: with the green card can be in the four branch stores to participate in the WeChat store deposit 6 days big gift activities. Note: the day for the active market atmosphere, you can each floor as a unit, the organization of related activities. (This comment is for reference only)

Promotion Time: March 8, 2015

Promotion Location: Home Building Materials Plaza

Consulting Phone: 020-38262399 Promotion Policy

1, the requirements of the merchants in accordance with this store 6 times a year, the system set the activities of the whole discount and unit price, to ensure that the lowest. 2, micro letter sweepstakes, 1 million micro letter awards micro city (6 days four sub venue delivery). 3, the first floor activities of the big site cars and other awards. 8, activity details:

1, the day of the event, program performances, gift distribution, lucky draw. 2, crazy draw big prize lucky invincible: 1) Drawing qualifications:

1, get the true love of the green card users can directly participate in the WeChat 1 million deposit lottery. The deposit should be transferred to the correct order in the store where it is located on the same day. 2, car and other large gifts to the lottery with the lottery ticket.

During the period from December 18 to December 20 in the new furniture and building materials plaza to buy building materials for all customers; each deposit of 2,000 yuan to get a raffle coupon (4,000 yuan to get a raffle coupon 2); and so on

Special notice: all prizes can only be collected on the site on the day of the lottery, if the winning consumer failed to collect the site on the same day, it is considered to automatically give up their lottery winnings. If the winning consumer fails to come to the site to collect the prize on the same day, he/she will be regarded as giving up the prize he/she has won. 2) Raffle prizes:

* Grand Prize: 1, a small car;

* First Prize: 2, a brand-name refrigerator (see the details of the lottery); * Second Prize: 6, a brand-name electric car; * Third Prize: 8, a brand-name air conditioner; * Fourth Prize: 50, brand-name electric fan; 3) Raffle time:

Grand Prize: 5:00 p.m. on March 8

Grand Prize: 5:00 p.m. on March 8

Grand Prize: 5:00 p.m. on March 8

Grand Prize: 5:00 p.m. on March 8

WeChat lucky draw: March 2 to March 8, 2, 3, 4, 5, 6, 7 every day from 10:00 a.m. to 11:00 a.m. and from 3:00 p.m. to 4:00 p.m. The whole day of the 8th WeChat whole point lucky draw. 4) Raffle tickets:

* With the store orders or green card (a green card to receive a raffle ticket, provided by the card issuer) during the period from February 26 to March 8, register at the main service desk, according to the amount of money received on the order to receive a raffle ticket; fill in the field, on-site will be put into the raffle box coupons; (the main service desk need to register the brand name, the purchase of varieties, the amount of money purchased, the contact information of the customer and the promotion of various members of the industry name and contact information) the main service desk to be registered. (The main service desk needs to register the brand name, purchase variety, purchase amount, customer contact information, and the name and contact information of the promotion staff.) The coupon will be retained by the customer as a proof of claiming the prize;

5) Rule of Drawing:

? The host will call 3 times and no one will be regarded as a forfeit; one lucky customer will be re-drawn; ? When receiving the prize, you must provide the original coupon with the same information as the coupon.

? The 1,000,000 WeChat Order Lucky Draw will be given out in 6 days, from March 2nd to March 8th.

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 on the spot on the same day, it will be regarded as automatically giving up the prizes he/she has won.

3 ﹑ hundreds of building materials brand low special price: 100 building materials brands, various categories, unified to provide zero-profit products, during the event, to ensure the lowest this year, to ensure the lowest Loudi;

1) mall of all building materials brands, need to sign an agreement with the market to ensure that the 418 new home building materials during the opening of the event, all the goods sold,

for the lowest price of Loudi; if the guests find that the guests find the lowest price. The lowest price; if the guests found in Loudi City, other places with the same brand, the same model, the same quality of the product price is lower, the penalty for the difference in price 5 times the fine;

2) All building materials brands in the mall, need to be in the activities of the period, the development of their own promotional policies. 4 ﹑ invitation booklet and green card issuance:

1) the purpose of the invitation is to invite the community really have to buy building materials demand for customers to participate in this activity; in order to pull the customer

pull over, with the invitation to the customer can enjoy the following additional benefits:

2) Invitation issued by the sweeping team issued by the team; and by the team leader is responsible for the invitation; the invitation to the team leader is responsible for the invitation. The team leader is responsible for; invitations shall not be duplicated, shall not be false

false; each invitation to receive to provide the customer name, telephone, community name, number of buildings ﹑ room number; to ensure that 1,000 invitations to 1,000 real customers;

3) green card distribution by the store is responsible for the distribution of the image to the old customers (consumption of influence love activities of the customer) mainly, each merchant according to their own

3) green cards are responsible for the distribution of the stores, distribution of like the old customers (consumption of influence love activities of customers) The card is issued before the registration (with a sample form) customer details.

5 ﹑ activities implementation rules 1) division of labor:

Commander-in-chief: Xiao Ziheng (Owen Lai) Deputy Commander-in-chief: into the total (Xinqi Kitchen Cabinet)

telephone group: district roster, business intentional customers, SMS (Wang Weiguo, Kuihao Lighting) Procurement and Finance: Pang Bao Yu (Stanley Wardrobe)

card sales team: Liu Xiaoming (Paiya windows and doors Kefan wardrobe), Li Xiaoming (Paiya windows and doors Kefan wardrobe), Li Xiaoming (Paiya windows and doors Kefan wardrobe), Li Xiaoming (Paiya windows and doors Kefan wardrobe), Li Xiaoming (Paiya windows and doors Kefan wardrobe), Li Xiaoming (Paiya windows and doors). Closet) ﹑ Lee (Opple) Vehicle allocation: the captain of each group

Advertising: Peng Baoquan, Wang Weiguo (layout of community advertising, shopping malls, advertising, store advertising, newspapers, television, community advertising, bus advertising, etc.) Business training: Liu Xiaoming, Lee, the total (Opple) Meeting Group Leader (Wang Weiguo):

Peripheral Groups of each group leader and the person in charge. 3)

Note: Activities to promote the program, to be determined after the program to further improve the three, advertising

1, 30?40 key district advertising. 2, market and shopping mall advertising. 3, TV and newspaper ads. 4, network advertising. Fourth, the business staff incentives

1, peripheral staff to make up 50 yuan per day, the store to make up 100 yuan per day

2, the issuance of invitations to the team every day to evaluate the champion, runner-up, third-place awards, respectively, rewarded 300 yuan, 200 yuan, 100 yuan;

3, the customer order incentive of 40 yuan each; 4, the captain of the team plus complementary 50 yuan per day 5, the vehicle subsidy of 50 yuan per day. Fifth, penalties

1, the training staff to participate in the standard: the store below 200 square meters to send 1 salesman, 200?300 square meters to send 2, more than 300 square meters to send 3.

The business group from the training group selected 65 people.

2, each salesman must unconditionally obey the person in charge of the management arrangements, violators of a fine of 100 yuan per person. 3, late and early departure each time a fine of 20 yuan per person. (Attendance machine)

4, all businessmen must be designated in the day of the district, violators each time a fine of 100 yuan per person;

5, the team issued invitations to the penultimate first place in the daily rating, each person per day to reduce the subsidy of 20 yuan.

The second part of the implementation of activities

First, the terminal implementation details of the previous preparation 1, material preparation

Promotional activities of the pre-application, the determination of the corresponding price, products and samples distribution, the company distribution of promotional materials, dealers to produce the preparation of promotional materials.

Terminal site layout 1, store site:

◆ Hanging flags: to create an atmosphere of activity, convey the theme of the event. ◆Hanging banners: Attract eyeballs, let consumers know the content of the activity. ◆Posting posters: to express to the consumers to get the green card. Green Card? The green card is a great way to get the value of the green card.

◆ X-stand: let consumers clearly understand the content of the campaign;

◆ Stickers: special price labels, expert recommendations, etc., so that consumers can understand the product information.

◆ On-site experience area: so that consumers personally perceive the product features, quality, understand the consumption. 2, around the store:

◆ Inflatable arches, air floats, knife flags, banners, colorful flags, conditions can be flown Tibetan colorful streamers. ◆ The local highway signboard advertisement suggests more? Responsibility 3?15 attentive 418?theme picture. 3, venue arrangements

1, March 8, the day of the main event venue set rich a floor. 2, March 2, March 8 to the sub-floor set up one to four floors

Conditions allow the arrangement of multiple activities. Promotional activities must inform consumers in advance of the venue and time of the event.

Publicity and promotion

Strategy: soft warm-up, activity trigger 1, media promotion (1) TV:

(2) Newspaper: in the local influential newspapers to put soft and hard advertising. Prepare in advance for the newspaper advertisements, published

size of the column or half-column. Newspaper ads should be published in local mainstream media newspapers with large circulation and strong targeting. Newspaper ads must be published before the event, the layout of the company's unified design, during the event need to be in the form of soft media coverage.

(3) Radio: It is recommended that promotional advertisements be placed on local transportation stations. (4) WeChat (SMS MMS): unified SMS publicity campaign, sent once a day, SMS content seeks to highlight the activities of the interest amount of concessions. (5

2, in-store promotion

Promotional preparations (February 18 - 22)

① promotional materials ready: green cards, posters, leaflets, banners, X-racks, promotional folders and other promotional materials ready in place. ② promotional goods preparation: inventory of products in stock, before the promotional activities must ensure that the products are well stocked; ③ site material preparation: ready for the event promotional gifts, bags, cups and other materials required for all activities.

④Promotional pricing system: prepare a detailed list of promotional products and activities in advance to implement the price, while strictly implementing the corresponding price strategy. ⑤ Price tag production: the number of regular price, promotional price, special price tag to be prepared in place. 3, personnel promotion

(1) personnel in place, both a clear division of labor and to cooperate with each other;

(2) promotional staff to distribute leaflets, activities and products, to guide customers to the store;

(3) gifts in the specified time should not be issued too early or too late to issue a registration of personal data, signing; the distribution of gifts to control the pace of the creation of queuing for the Scene, to stimulate the customer's herd mentality;

(4) in the middle of the promotional activities, but also staff to the district, the store personnel density at the same time to distribute leaflets to expand the scope of the promotion and influence.

(5) promotion of pre-training: division of labor (billing, collection, installation, advertising, customer reception, etc. to the implementation of specialists), unified rhetoric, operational details, etc. training, in order to make promotional activities in an orderly manner.

4, community promotion

(1) Hanging promotional banners, posters, etc. for the target community; (2) Distribute promotional leaflets for the target community. (3)? Green Card? Questionnaire filling. 5, microblogging big shaking prize, luxury brand deposit big send a week (1), each floor set up sub-field **** four venues. (2), urging customers to order in advance, active atmosphere. (3), the award set up to the stores merchant order bonuses and small gifts.

The third part of the activity copy

A material copy 1, cell phone text message copy

Have a green card, a lifetime of worry. At the time of the 315 strong launch? Responsibility 3.15 thoughtful? Large-scale activities, where the purchase in the purchase of building materials, you can have a true green card, for more information, please consult:?

These are the most important things that you can do for your home.

Home Building Materials Plaza 1 million micro-credit awards, micro-movement of the city, thanks to the great benefits of the public, sweep, code gifts! Usage and purpose: 2 days in advance point to point sent to the owners of the district, accurate hit prospective consumers.

2, TV rolling subtitles, radio copy

Have a green card, a lifetime of worry. 418 in the advent of 315 strongly launched? Responsibility 3?15 thoughtful 418? large-scale promotional activities, where in 418 to buy building materials, you can have a true green card.

The green card is hot registration! A great opportunity, not to be missed! For more information, please contact:, address:. Usage and purpose: A week in advance in the TV hot, expanding the influence of the activities to attract consumers to. Home Building Materials Plaza 1 million microblogging awards, micro-movement of the whole city, thanks to the great benefits of the public, sweep, code gift! 3、Green Card

Promotional Rhetoric

(1)As a unique service mark of true service, it is a kind of service guarantee. (2) It is a kind of honorable enjoyment and a status symbol. (3) With the card priority to enjoy a variety of activities and benefits.

Green card content

Green card folders for the green card

4

5, Poster copy

6, X-stand copy

7, leaflet copy

Positive:

Negative

8, Banner