Home building materials market marketing program planning

With the development of the economy, the consumption of building materials has become more and more common, the building materials market marketing program planning, you can better complete the sales target. The following is organized by me for you "home building materials market marketing program planning", for reference only, welcome to read.

Home building materials market marketing program planning (a)

First, the purpose of the activity

The current state of the market and the purpose of the activity is described. How is the current state of the market? What is the purpose of this activity? Is it to deal with inventory? Is to enhance sales? Is it to combat competitors? Is it to launch new products? Or is it to enhance brand awareness and reputation? Only a clear purpose, in order to make the activities targeted.

Second, the object of the activity

activities for the target market is everyone or a specific group? How large is the scope of the campaign control? Who is the primary target of the promotion? Who are the secondary targets of the promotion? These choices will have a direct impact on the final results of the promotion.

Third, the theme of the event

In this part, the main solution to two problems:

1, to determine the theme of the event.

2, packaging campaign theme.

Price reduction? Price discounts? Giveaways? Sweepstakes? Gift certificates? Service promotions? Demo promotions? Consumer credit? Or other promotional tools? Choose what kind of promotional tools and what kind of promotional theme, taking into account the objectives of the activity, competitive conditions and environment and promotional budget and allocation of costs.

After determining the theme to be as artistic as possible, "pulling the tiger's skin to make a big banner", downplaying the commercial purpose of the promotion, so that the activities closer to the consumer, more able to impress consumers.

This part is the core part of the promotional program, should strive to innovate, so that the activity has the power of shock and exclusivity.

Fourth, the way the activities

This part of the main activities carried out in a specific way. There are two issues to focus on:

1, to determine the partner: pull on the government to do the backing, or hanging on the media's "sheep's head" to sell their own "dog meat"? Is the manufacturer to act alone, or join forces with dealers? Or joint promotions with other manufacturers? And the government or media cooperation, to help leverage and momentum; and dealers or other manufacturers can integrate resources, reduce costs and risks.

2, to determine the degree of stimulation: to make the promotion successful, it is necessary to make the activities have the power to stimulate the target audience to participate. The higher the degree of stimulation, the greater the response to promote sales. But this stimulus also exists marginal effect. Therefore, it is necessary to analyze and summarize the promotional practice, and determine the appropriate level of stimulation and the corresponding cost of inputs in conjunction with the objective market environment.

V. Activity time and location

The time and place of the promotional activities will be more effective with half the effort, choose the wrong choice will be difficult to please. In the time as much as possible to allow consumers to have the leisure to participate in the location to allow consumers to facilitate, and to communicate with the city management, industry and commerce departments beforehand. Not only is the timing and location of the promotional campaign important, but the duration of the campaign should also be analyzed in depth. If the duration is too short, it will lead to repeated purchases during this time, and a lot of benefits can not be realized; if the duration is too long, it will lead to high costs and the market will not be able to form the heat, and reduce the value of the customer's mind.

Six, advertising with the way

A successful promotional activities, the need for a full range of advertising. What kind of advertising creativity and presentation methods to choose? What kind of media hype to choose? These all mean different audience reach and cost.

VII, pre-preparation

The pre-preparation is divided into three blocks: 1, staffing arrangements; 2, material preparation; 3, test program.

In terms of staffing arrangements, "everyone has something to do, everything is managed", there is no gap, there is no intersection. Who is responsible for communication with the government and the media? Who is responsible for copywriting? Who is responsible for site management? Who is responsible for gift distribution? Who is responsible for customer complaints? To consider all aspects clearly, otherwise it will be out of trouble, lose sight of the other.

In terms of material preparation, to be detailed, large vehicles, as small as screws, should be listed, and then according to the single inventory, to ensure that nothing is wrong, otherwise it will inevitably lead to the scene of the busy.

Especially important is that, because the program of activities is determined on the basis of experience, it is necessary to carry out the necessary tests to determine whether the choice of promotional tools is correct, whether the level of stimulation is appropriate, and whether the existing path is ideal. Tests can be conducted by questioning consumers, filling out surveys or piloting the program in a specific area.

Eight, medium-term operation

Medium-term operation is mainly activity discipline and site control. Discipline is a guarantee of combat effectiveness, is a prerequisite for the perfect implementation of the program, in the program should be involved in all aspects of the activities of the staff to make detailed provisions of discipline. Site control is mainly to arrange the various links clearly, to do busy but not chaotic, organized. At the same time, in the implementation of the program process, should be timely on the promotional scope, intensity, amount and focus of the adjustment, to maintain control of the promotional program.

Nine, the continuation of the later

The continuation of the later is mainly the issue of media publicity, what kind of activity will be taken on the way in which the media to follow up publicity? BrainPlatinum is a master in this area, even if a not so successful promotional activities will be in the media to hype the unprecedented.

Ten, the cost of budget

To the promotional activities of the cost of inputs and outputs should be budgeted. When the love more VCD's "sunshine action plan B" to the failure of the end of the reason is not in the cost of the budget, until the activities carried out, only to find that this plan the company simply do not have the financial resources to support. A good idea is not enough for a good promotion.

XI, accident prevention

Each activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even sudden changes in the weather caused by the outdoor promotional activities can not continue, and so on. It is important to make necessary human, material and financial preparations for each possible contingency.

XII, the effect of prediction

Predict what effect the activity will achieve, in order to facilitate the end of the activity and the actual situation for comparison, from the degree of stimulation, promotional timing, promotional media and other aspects of the summary of the success of the point and the point of failure.

Home building materials market marketing program planning (2)

With the gradual change of lifestyle, customers buy building materials products are also changing: in addition to the traditional booth system of building materials market to buy building materials, they also have building materials supermarkets, designers recommended (in the decorative company's material showroom to buy and sell), the community's temporary stores, the Internet and other options. Customers choose to diversify, source diversion is an irreversible fact. The district promotion is a fine marketing, in the terminal for consumers a powerful weapon. The following is how to carry out the steps of community promotion:

First, the establishment of community promotion team

The establishment of community promotion department, appointed a manager responsible for the promotion of the day-to-day management of the salesman, the entire city of the property dynamics of the investigation, the launch of the preliminary public relations activities. Responsible for all the matters that can not be handled by the community promotion staff, such as entertainment, gifts and deal with the unreasonable requirements of the community management. Choose a good department manager for the smooth running of the work is of great significance, the key is how the manager to do a good job of team building. A single cell to promote the staffing of a fixed 1-2 people, the implementation of performance management system.

1, recruitment: the requirements of the cell to promote sales staff is: hard-working, indomitable. Recruitment of some have done property management experience in vocational high school, junior college students, college students, undergraduates are generally not used, work experience of six months to one year is appropriate, and the previous work with the current community site work intensity is about the same, there is a certain degree of interpersonal communication skills, good moral character.

2, training: in the training, the first to understand the product knowledge, performance and strength of the company, the service, the first to establish confidence in the company and the product, the company's products are good, the service is thoughtful. In the process of operation in a timely manner to instill the company's philosophy, marketing skills, correcting the process of operation in the process of improper behavior, ideas and processes to enhance their sense of attachment to the company. For the last month to do a good job of staff held a seminar, so that the outstanding achievements of the staff teaching experience, and intentionally arranged to do a bad job of the back of the staff to ask questions about the consultation, the exchange of summaries will be more conducive to encouraging morale.

3, pumping: cell promoters cell sales work is very easy to suffer setbacks, if not in time to help the cell sales staff to adjust the mentality, it is easy to make the salesman downcast, confidence decline, extremely unfavorable to the work. Can use the morning meeting time, share some of the success stories of colleagues: to strengthen team building, such as more encouragement than criticism of employees, meet politely, a little care, collective activities. Through these means, to encourage the morale of cell promoters.

4, incentives: the performance of the most proof of the ability of the business staff, the development of a set of mutually acceptable performance appraisal management system is conducive to the continuous improvement of performance. Performance management should be built on the basis of guaranteed commission, more work, more pay, the implementation of a multi-form reporting system to enhance the confidence of the community to promote the staff, in an intangible way to encourage the promotion of the community to spare no effort to promote the style of work of the staff, so that the community to promote the achievement of substantial results.

Second, the district census, the establishment of building files, the production of building distribution map

The region's district, the building, a comprehensive census, to understand the positioning of each building, price, type, number of households, supporting the development of the company, the property company, the date of opening, the expected date of the renovation, the decoration of the company, there are no competitors! The company's main goal is to provide the best possible service to its customers," he said. "The company's main goal is to provide the best possible service to its customers," he said.

Three, the classification of buildings

We divided the community into five types of commercial housing, capital housing, demolition of households, rental housing, villa houses.

1, capitalized housing.

Characteristics: owners are more familiar with each other, the renovation time is concentrated, there is a mutual comparison. Information is easy to disseminate, easy to establish word of mouth. Mostly state-owned large enterprises, banks, schools, hospitals, government construction of the building.

2. Commercial properties.

Characteristics: long renovation time, high requirements for decoration grade, fragmented, relatively closed relationship between the landlord, trust the home improvement company.

3, demolition households, rental properties.

Characteristics: decoration time is short, the economic level is uneven, the decoration requirements are generally not high, most of the double package system, to seek easy type.

4, small villas.

Characteristics: higher renovation budget, mostly for home improvement company design and construction, scattered distribution, longer renovation time, the pursuit of grade and effect.

The property information on hand will be divided into categories, in the property distribution map with different colors to distinguish.

Fourth, assess the value of the development, to determine the way into the

After analyzing the property one by one, the first to assess whether the property is worth moving into, that is, to assess the input-output ratio of the property into the analysis of input and output, need to be clear about the following sets of data:

1, how many people need to be invested? How many days to carry out?

2, how much is the preliminary public relations fee?

3. What about rent? How about the cost of display materials and publicity materials?

4. What is the estimated sales revenue?

After the calculation, if it is worthwhile to move in, and then decide in what way that the input and output way to move in.

Currently, the way to enter the neighborhood:

1, rent a storefront or garage, set up a temporary point of sale / display area.

2, and home improvement companies to move in.

3, and other industry brands joint station.

4, publicity: hanging banners, posters, etc. in the main entrances and exits of the district, or in the use of my brand has been the owner of the product balcony, window hanging banners and other publicity.

5, public service advertising: sponsorship of the production of community floor plates, door numbers, elevator room promotional posters, public service slogans, sponsorship of the production of community public service billboards, notice boards, signage, advertising electronic clocks, community chairs, community property magazine.

6, sponsorship of activities organized by the community, such as community developers to organize the closing party, sales promotions, owners of the gala.

7, double holiday exhibition: the use of double holiday period, the promotion team to rent space, display products.

8, the personnel scattered run: community promotion staff sporadic visits to households.

(a), for different types of buildings to be used in different ways:

1 capitalized housing.

As the focus of development, centralized resource development, suitable for renting storefronts, set up temporary stores. Do a good job of the first model house, pay attention to maintain a good relationship with opinion leaders, the use of word-of-mouth publicity among owners to drive sales.

2 commercial properties.

① For large neighborhoods, you can rent a storefront, set up a temporary store; for the number of households and high grade decoration of large neighborhoods, set up a temporary store at the same time you can send a development team, Saturday and Sunday to set up a consulting table for publicity.

② Make full use of the model house to drive the effect of guiding the word of mouth publicity among customers.

3 demolition of homes / rental properties.

① For large buildings can consider renting a storefront or garage, etc., set up a temporary point;

② For the decoration of low-grade neighborhoods, to the people scattered run-based, will contact their contractor / store post work, etc. as the focus of the work.

4 small villas.

Focus on the relationship with the home improvement company to establish, these owners are mostly procured by designers or decoration companies.

(B) different periods of publicity

1, the initial period: the initial focus on the developer and the sales department of the public relations work, do not need to invest too much manpower and material resources, as long as they are familiar with the sales department of the manager and the saleswoman, and more emotional communication with them over time, may be possible to get the buyer's information from them may be given out of them to solve the key problem of telemarketing. Initial tasks should also strive to put the brand's promotional leaflets and small and exquisite promotional items into the sales department; if possible, billboards, X-frames, small display racks, placed in the sales center for publicity. Through the mastery of the owners of the file, the preliminary and owners can communicate with the phone, to understand the owners of the initial demand, and book time for face-to-face communication.

2, medium-term: is the key period of community promotion, for different neighborhoods, to determine the different ways to enter. (See the table above)

3, late: the late focus on telemarketing. Many homeowners do not have much understanding of the product, and the herd mentality is strong, you can use the community to buy the first customer as a role model, and all the users who have used this brand of physical installation photographed into a realistic video, vigorously publicize and promote to new customers.

V. Preparation before moving in

Material list:

1, display racks: simple display racks, easy to transport and dismantle.

2, products: for the district grade to choose the right combination of products, such as high-grade real estate, it is necessary to choose some of the characteristics of the product, new products to display; if the affordable housing, you can choose some cost-effective products.

3, tents, umbrellas: the unified printing of corporate CI image, and community direct marketing activities before the start of the delivery to the community activities site, to increase corporate and product awareness, enhance the brand image, create an atmosphere.

4, image table, table, chairs: carry a lightweight, standard image table and a number of tables and chairs.

5, TV, computer, VCD: sound to attract the crowd; computer site design can actively interact with the owners.

6, promotional materials: large atlas, certificates of honor, test reports, engineering cases, sales records.

7, small gifts: gift to the owners.

8, X-frame, KT board: the content is mainly product image and corporate image Logo and promotional activities and service content.

9, cell leaflets, is a very important community promotion tools. By the shopper or temporary shopper in the district entrance, high traffic aisle intersection, the main arteries and community activities to consumers distributed a large number of promotional products, DM leaflets, to consumers to pass information should be direct, complete, so DM leaflets, including the company's profile and the company's concepts, properly printed product models, specifications, rendering and introduction. Another increase in after-sales service commitment and after-sales service contact phone number, eliminating consumer worries.

Sixth, officially stationed

Formally stationed in the community to promote, sales, there are three ways to choose.

(a) Individual stationing.

The site selection should be the most popular plaza or must pass through the aisle of the neighborhood.

In the field layout, the general use of steel structure tent-type display, this display is windproof, sun, rain, very strong and easy to dismantle, while very eye-catching, good publicity. Product display more simple display racks. To be equipped with a unified image table.

(B) the industry alliance, joint stationing.

In order to *** enjoy the resources, save money, you can look for some door to door of other industries related brands, cooperation, public relations, cooperation, cooperation, cooperation, cooperation, such as tiles and coatings, ceramic tiles and household appliances, ceramic tiles and furniture, etc., its target customers are the same, the same sales time is basically the same, so that in the community to promote the community can be stationed in the community, *** with the same promotional.

(C) and home improvement company joint stationed.

For some of the households are not many commercial housing, the cost is too high to enter alone, risky, you can choose to enter with some well-known decoration companies. The use of decoration companies to rent the front, occupy a corner of the product promotional materials and samples. Discussed with the home improvement company, asked the designers in the community to assist in product shopping guide. Each transaction a single, give the designer / decoration company a certain amount of incentives.

VII, reception and introduction of products

1, the staff must be uniformly dressed, comply with good business etiquette, the use of polite language.

2, the introduction of the product to be professional, ignite the consumer's desire to buy. If the competitors are also in the pendulum point, do not boycott each other, shall not compete for customers and quarrel with competitors.

3, to avoid unpleasant things happen, do not argue with consumers, especially after-sales service, shoppers should do to explain clearly, not to mislead consumers, the heart to remember that "the customer is always right" belief.

4, to the owners of tissues, balloons and other small gifts to win favor. Some owners of the necessary tape measure, calculator, umbrellas, in the registration of the owner's name, address, telephone number, can be lent to the owner to use, the next visit to the home to take the opportunity to recover. But to do a good job of goods, gifts of custody and sales statistics, to prevent the loss of goods and gifts.

5, the promoter should take the initiative to distribute leaflets and small gifts to passers-by and guide them to the display location to visit.

6, the reception actively recommend that owners make an appointment to visit the headquarters showroom and home furnishing courses.

7, actively introduce promotional activities for the community and group buying program.

8, to the owners of the information in a paper bag or plastic bag, it seems very "precious", the owners will not just throw away. Information generally include: product summary folders, group buying guide, promotional activities, leaflets, home improvement classroom preview, pick-up and drop-off schedule, salesman's business card and so on.

9, the neighborhood direct marketing activities to make an assessment of the effect and make the cost of the budget for the archives.

Eight, sweeping

The so-called sweeping, that is, door-to-door visits, rather than simply stuffing the product information to the door on the finish. These materials, information to reach the owners, to have value.

1, room publicity personnel should pay attention to business etiquette, neatly dressed, courteous. Never stalker, the owners resent, to stop when appropriate.

2, into the room to visit, bring some gifts, such as decoration with tape measure, calculator, paper towels, small umbrellas and so on.

3, according to the pre-collection of the owners of the file, can call out the name better. "Hello, Ms. Lee, I am xx brand, I have some information I want to show you."

4, information with a paper bag, or plastic bag, appear very "precious", the owners will not just throw away. Information generally include: product summary folders, group buying guide, promotional activities, leaflets, home improvement classroom preview, pick-up and drop-off schedule, business cards and so on.

5, visit to leave the owner's contact number. Ask the owner for the phone, you can say, "When there are some concessions (or home furnishing classroom, or book a visit to the headquarters showroom), so feel free to notify you."

6, sweeping the building when there is a skill, generally choose to go down from the top, from the top and down into the room to visit, so that the psychological feeling will not be too tired.

7, sweeping the building should be recorded in a timely manner after the owner's information.

Nine, visit the appointment registration/confirmation

For some interested customers, you can suggest that they go to the building materials market is located in the company's headquarters showroom visit. Let the customer fill out the visit appointment registration form. Then the night before the appointment time, and then by phone to confirm whether the owner to go, and tell the specific time.

Tenth, transport the target customers to the showroom visit

Picking up and dropping off the target customers to visit the showroom is an important action in the promotion of the community, as long as they are willing to go to the showroom to visit, which means that the success rate of sales has reached more than 60%. In the process of pick-up and delivery organization, we have to make strict arrangements to leave a good impression for customers. The number of people to be transported at a time to about 30 people is appropriate, just a bus can be filled. Pick-up and drop-off visits are on Saturdays and Sundays.

XI, showroom reception

After the customer transfer to the showroom, store buyers and cell promoters are divided into several groups to receive. In the showroom reception process, to ensure that each customer has someone to receive, shall not slow down any one person. Banners or welcome signs should be hung at the entrance of the showroom to show welcome.

twelve, home decoration classroom

and home improvement companies to jointly carry out home decoration classroom, free design, teaching knowledge of decoration, process, including the characteristics of the product and decorative styles, housing and decoration in the selection of materials, design, decoration and how to control the cost of decoration and so on. The time is usually chosen on Saturday and Sunday.

thirteen, accept the booking

Customers stay in the showroom for about 1 hour, you can start to accept the booking, in order to motivate customers to book, can be through the following methods:

1, the group purchase discounts: to explain to them the preferential policies of group purchase.

2, promotional measures: the introduction of the recent concessions for xx neighborhoods, gift programs.

XIV, group purchasing

Group purchasing is a collective purchase, some known as collective purchasing.

Group buying in two ways:

One is convened by opinion leaders (this way is particularly suitable for units of capital housing or unified construction of the dormitory). "Catch the thief first catch the king", do group purchase first find to catch "opinion leaders, enthusiasts", especially some units, agencies, trade unions, welfare departments, the head of the administrative department, or retired cadres, these people in the community has a certain appeal, can use them to organize Group purchasing, according to the number of group purchases to give them a certain incentive. The breakthrough of the group purchase is to do a model house first, and then by the group purchase convener to organize owners to visit the model house, so that the chances of a deal will be much larger.

Second, the use of BBS online recruitment. In some real estate websites, decoration materials purchasing website, or cell site on the BBS in the name of the owners of some of the group purchasing tiles posted, with the intention of purchasing will follow the post. This is often on the Internet and often shop online "white-collar family" is particularly effective. Group purchase price: to be lower than the minimum retail price, such as more than 5 households can enjoy the group purchase price, group purchase price for the minimum retail price of 10% off.

Fifteen, cell return visit

According to the product pre-order list, one by one to the customers to visit, to verify the amount of delivery, arrange delivery, collection of payment, guidance, construction, return / replenish the goods and other services.

For some reason did not visit the showroom, but also more interested owners, can be pre-contact room visit, the owners of the company headquarters to visit the showroom, focusing on how many households to achieve a transaction, for successful sales.

In the owners of the decoration ready to move in, you can send a text message, or call to congratulate their new home, and ask for their product quality, service process, decoration effect is satisfied.

Sixteen, word-of-mouth publicity

In the process of promoting the community, we must make good use of word-of-mouth publicity of customers who have made a deal. In order to incentivize customers to word-of-mouth publicity, you can implement a promotional policy for the old customers, its introduction of a homeowner transaction, to give a few percent of the incentive or give some gifts.

At the same time, some of the hesitant customers, you can take them to the customers have been decorated to see the effect of product decoration.

In addition, to organize the customer list of the community into a form, the decorated homes into photos, as "evidence", to other potential customers to show, can play a good "kick in the pants" role. My suggestion is to spread the word in stages, the first stage first put up some posters so that your product brand and target consumers to mix a familiar face; and then at the right time in the community to do some activities, of course, the theme needs to be dug deeper aha, so that people are interested in calling the media interested is the key to the formation of a small event (benign), and then finally you can nakedly put your business content out there. Also, I think it's safer to play integrity or product differentiation characteristics of the row. Most of the industry directly facing the terminal will make consumers feel a crisis of confidence.

District posters can only be used as an auxiliary means of communication, your product positioning medium to high, in the dissemination of the image should also be consistent with the product positioning, and mainly in the form of district posters to disseminate the obvious inconsistent with the product positioning, because the form of district posters give the feeling of a little low-grade, he can be used as an auxiliary means of dissemination, no one because only to see the posters to become your customers.

So it is recommended that you focus your resources on individual high-profile neighborhoods in the periphery of the exquisite large billboards and other ways, and then go deep into the neighborhood to do a fine job, trying to take down as a model district. After a single point of breakthrough, the use of high-grade model neighborhoods to attack other ordinary neighborhoods is much easier, the owners are also easy to accept.