How to promote building materials

First, we should do a good job in collecting target customers. Target customers are the prerequisite for the success of promotion. If there are not enough target customers, it is difficult for the promotion activities to achieve the expected results. Therefore, it is necessary to do a good job in collecting target customers. The three criteria for measuring the target customer are: having a detailed name, address and telephone number; Have a clear purchase intention; Willing to go to the event site. Four channels can be considered for the collection of target customers: old customers who have placed orders, customers who have arrived at the store without placing orders, customer information of different brands, community promotion and home improvement. After locking these channels, assign the sales staff or all the staff the invitation task of the target customers and formulate corresponding incentive measures, and all the staff will participate in the invitation of the target customers, so that the whole team Qi Xin will work together to carry out activities, and the difficulty of collecting the target customers will be reduced. The more target customers arrive at the event site, the greater the chance of success.

Second: the spread of promotional information. Many dealers do activities. They just made a few X-channels, with a single page, and hung a few flags to show that they have begun to enliven their activities. Only when they got to the store did customers know that they were doing activities, and many target customers were taken away by competitors' advertisements. So the activity must be widely publicized, widely publicized. When advertising, we must do a good job in analyzing the ratings of regional media, so that advertising can cover a wide range, be strong and targeted.

Third, do a good job in creating an activity atmosphere. When I visit regional markets during the promotion period, I often see that some dealers are unwilling to invest in storefronts. A big store has only two X units, and only a few flags are hung at the door. Moreover, the size of the flag is still very small, and only a few ground stickers are posted at the door. The atmosphere has a good role in promoting the transaction of the store, and it is difficult for customers to feel the atmosphere of the event, which easily leads to a very low transaction rate of the store. Regarding the atmosphere building, I think the feeling of Christmas atmosphere should be more prominent. Every Christmas, major shopping malls and supermarkets will decorate the Christmas atmosphere. As soon as I went to the street, I was full of festive atmosphere, and my desire to shop was particularly strong. This desire comes more from the atmosphere than from the festival itself, so if customers want to have the desire to buy, they must create a good atmosphere. Atmosphere creation can be divided into static and dynamic aspects. Static structures are mainly divided into floor stickers, flags and X racks in the store, which can be arranged with momentum, large enough in size and quantity, and can bring certain visual impact to customers. Try to seize some public advertising resources outside or outside the store, because many brands will do activities on holidays, and consumers who come to shop are relatively concentrated. If we can seize the advantages of advertising resources outside or around the store, we can achieve the effect of low investment and high return. The dynamic atmosphere mainly includes shop lottery, small games, barbecue and so on. At the same time, it should be possible to hire some temporary promoters to March inside or outside the store to promote the momentum. Through this dynamic advertisement, customers are forced to take the initiative to accept promotional information, so as to achieve the purpose of advertising and atmosphere creation. Fourth, do a good job in mobilization training activities. The success of the activity is inseparable from the cooperation and execution of the team. In order for everyone to implement according to the established goals, it is necessary to do a good job in mobilization training, so that all those involved in the activities can understand the objectives, contents, precautions and words of the activities. Because the activity time is generally concentrated in a certain period of time, and this period of time is relatively short, if the participants are not particularly familiar with the content of the activity and are not fluent enough in explaining the activity, the efficiency of receiving customers will not be too high, resulting in low reception rate and loss of many target customers, which will ultimately affect the effect of the activity. Fifth, do a good job in the formulation of sales tasks and incentives. Relatively speaking, sales staff will receive more customers and work longer hours. The salespeople are still more tired than usual. If there is no sales task and incentive measures, the initiative and enthusiasm of sales staff will not be high, customers will easily appear, no one will be willing to receive, and they will not go all out to receive. Because people are lazy, especially when salespeople are not under pressure, they will pursue a more comfortable life. Therefore, in the process of activities, they should create appropriate pressure on the sales staff, and only when the sales staff have pressure can they achieve their goals. However, task pressure alone is not enough. If the sales staff get the same remuneration as usual under the condition of greater labor intensity, then even if the task is set, the enthusiasm of the sales staff will not be mobilized, which will affect the mood of the sales staff. Therefore, with pressure, there must be tension, so as to formulate incentive measures to enable sales personnel to achieve their goals. In the case of multi-stores, it is necessary to formulate tasks and incentive measures in the team, form a competitive mechanism among teams, and maximize their potential.

Sixth, a mobilization meeting has been held to establish a good supervision and follow-up mechanism, and some corresponding work has been arranged. Not sure whether the sales staff will comply with the requirements of the arrangement. Therefore, it is necessary to subdivide the target tasks into specific people and specific time periods, follow up the implementation of tasks in time, and supervise and check whether the work to be carried out is advanced as required. If there is a deviation in the implementation process, it is necessary to find the reason in time to correct it. For individuals and teams who achieve good goals during the implementation period, they should be rewarded in time, set an example in time, create a good competitive link to stimulate the wolf nature of the team, and ensure that the implementation of the activities is fully in place. A seemingly simple promotion activity, if you can't operate all the core key points above and then connect them well, but only operate a certain link in the whole process, then the final effect of the activity will be discounted. Therefore, under the premise of doing every link well, we must connect every link systematically, and I believe that the activity will achieve good results. This paper introduces the grasping skills of sales promotion activities in building materials market.