How to do promotional activities in building materials shopping malls

With the intensification of competition in the building materials home market, the business of building materials shopping malls will inevitably not be affected, and businesses will try their best to increase turnover. They often do some promotional activities on holidays, anniversaries and other time nodes. So how do building materials shopping malls do promotional activities? How to write the planning scheme of building materials and home furnishing market promotion activities? Let's take a look with Bian Xiao. First, how to do promotional activities in building materials shopping malls

(A) the idea of promotional activities

1, passenger flow is the most fundamental demand of all commercial projects, and all activities are centered on stabilizing passenger flow.

2. Two main ideas for obtaining passenger flow:

(1) Open source: broaden drainage channels and increase passenger flow through various forms;

(2) Throttling: Take a series of measures to control customer diversion and lock in customers for a period of time until the event falls.

3. The success or failure of shop activities lies not in the content of the activities, but in the implementation. Execution comes first. Three points depend on planning, seven points depend on execution, and mobilizing businesses to let more businesses go all out is the foundation of the success of the event. If the activity is to be successful, the boss must do it himself, the shopping mall will drive the boss, the boss will drive the storefront, and the storefront will bring sales.

4. Shop promotion plan. Every year on New Year's Day, 3* 15, 5* 1, store celebration, 1 1, a large-scale promotion plan must be made; A good start in February can quickly drive businesses into business. The peak season of HVAC and ceramic tile sales in March, the peak season of furniture sales in August/September, and the after-sales service month of 65438+February can improve the business quality. In the off-season of June and June, 165438+ 10, the promotion is driven by low prices and impulsiveness.

5. New shopping mall activities:

(1) Promotion before opening. It is the most effective means to help recruit and strengthen business interaction.

(2) The 2-3 activities after opening are very important, so do everything possible to do well.

6. The brand influence of some big businesses is greater than the popularity of shopping malls. In the early stage, we need to use merchants to expand the popularity of shopping malls through marketing.

7. The store should make a promotion plan to avoid and put an end to diverting customers to other markets, and guide or require customers from other markets of the brand to the store.

The process of organizing activities

1, interview the merchants and introduce the activity ideas in the daily chat process.

2. Plan the promotion plan and determine the participation intention of the merchants.

3. Hold the launching ceremony of the event, create an atmosphere at the scene, and encourage the boss to put down the problem and actively participate in the event.

4. All materials are arranged synchronously to create a promotion atmosphere within one day.

5, set the task objectives, do a good job of goal decomposition, up to 3 days a cycle to do a phased summary.

6. The boss needs to attend the morning meeting every day, and the evening party uses statistics to complete the tasks of the day.

7, daily patrol inspection, the implementation of activities, quantitative store assessment.

8. Hold a mobilization meeting the day before the event.

9, held a division of labor, activities on the day of a clear division of labor, carry out their duties.

10, the finance department should collect money in time, summarize the work and feed back the data.

1 1. After the event, a commendation meeting will be held to award prizes.

Second, the building materials home market promotion planning scheme

Tisch

(1) Preface

The actual requirement for consumers to buy wooden floors is to create a high-quality living environment and yearning for a better life. Buying a good brand of good floor has become a very rational problem for consumers. Therefore, when promoting products, it is more important to highlight the brand culture of products and be closer to consumers' psychology.

(ii) Theme of the event

Golden week "price"-the special promotion of the May 1 ST XX building is hot.

With the arrival of May Day International Labor Day, xx brings you the most affordable gift, and let xx floor accompany you to put a big price.

Note: The icon of "Golden Week Price Sale" needs to be designed.

(iii) Activity background

On May 1 ST Labor Day, major businesses have come up with preferential policies and promotional gifts to enhance their popularity and attract consumers. Attracting consumers by lowering prices is the most common means, but it is also the most practical and useful means for consumers to really move.

(4) Activity time

28 April-May 13

(5) Venue

National xx floor dealer

(vi) Activity flow

leave out

extreme

For a long time, furniture products have been accompanied by people's lives, integrated into thousands of households, and become indispensable daily necessities in people's lives. With the continuous improvement of people's living standards and the increasingly fierce market competition, the furniture market has also undergone qualitative changes. Home furnishing pays attention to upgrading, and in the process of upgrading, five development trends have gradually formed:

1. Furniture market turns from high-end to low-end (home appliances go to the countryside)

2. The traditional off-season furniture market is also hot (seasonal promotion).

3. Furniture products tend to be fashionable (changes in product design style and materials).

Group purchase of furniture has become a fashion (product promotion)

5, furniture sales network (network marketing)

The above is the overall development trend of the current home furnishing industry. But our company mainly sells European-style homes. As far as European-style products are concerned, they are the best in home building materials products, and their design style, overall collocation and material selection are very cost-effective. Therefore, the promotion activities on the occasion of the New Double Eleven should be based on scale, taste, fashion and benefits, reflecting the characteristics of the home improvement market and leaving a deep impression on consumers.

Activity purpose

The purpose of this activity is mainly to improve the reputation of products and their popularity in the hearts of consumers, and at the same time promote products in the Double Eleven.

The target of this activity is the public, without distinguishing between specific groups and secondary customers. Since May Day has just passed, all major industries have held promotional activities during May Day, and the activities have just ended. Many consumers still have expectations and ideas about preferential promotions. At the same time that other companies have ended their preferential activities, the company held double eleven feedback promotion activities. This will undoubtedly attract more attention and attention. Since then, it has increased the popularity of the company, and secondly, it has satisfied the preferential psychology of consumers!

activity theme

At present, when products are being promoted, there are nothing more than several activity themes:

Price discount, gift, lucky draw, gift certificate, service promotion, demonstration promotion and consumer credit. What kind of promotion tools and themes to choose should take into account the objectives, competitive conditions and environment of the activity, as well as the budget and distribution of promotion expenses. After that, we should make artistic publicity as much as possible, dilute the commercial purpose of promotion, make the activities closer to consumers and impress consumers more. Let consumers feel that our purpose is not for commercial profit, but to improve the control and competitiveness of industry risks. Therefore, we can't hold this activity from the standpoint of merchants, but we should consider it from the standpoint of consumers. Strive for innovation and attract consumers' attention as much as possible. Instead of selling a lot of products at the event, let more consumers know about the products at the event.

Action mode

This part mainly expounds the specific activities. There are two important issues to consider:

1. Identify partners: exaggerate the overall atmosphere of the event with the support of the government and the power of the media. Does the manufacturer act alone or jointly with the distributor? Or is it jointly promoted with other manufacturers? Cooperation with the government or the media will help to build momentum; Combine with dealers or other manufacturers to integrate resources and reduce costs and risks.

2. Determine the degree of stimulation: In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the participation of the target object. The higher the degree of stimulation, the greater the reaction to promote sales. But this stimulus also has marginal effects. Therefore, it is necessary to analyze the promotion practice and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.

Specific content

On the same day, you can buy furniture and building materials products at the event site and spend over RMB to participate in the lucky draw. The condition of the activity can be the consumption amount/time (for example, 2000 yuan/time, 4000 yuan/time), and so on. Buy and draw, draw and exchange.

Activity rewards can be divided into

The first prize is a shopping voucher with a value of XXX yuan (the shopping voucher can come from a store or an alliance merchant), and the second prize is furniture or sanitary ware with a value of XXX yuan -XXX yuan.

The third prize is about XXX yuan worth of furniture, sanitary ware or home accessories.

The fourth prize is about XXX yuan worth of home accessories or supplies.

The fifth prize is about XXX yuan worth of home accessories or supplies.

Matters needing attention

1. Payment must be made in one lump sum.

2. You can participate in a lucky draw if you spend more than 2,000 yuan, and you can draw twice if you spend more than 4,000 yuan, and so on; The part less than 2000 yuan will not participate in the lucky draw.

3. The part consumed with coupons cannot be invoiced and exchanged.

4. The shopping voucher is universal and valid until 20XX years, x months and x days.

5. You must hold a sales contract and payment voucher to draw a lottery.