Office furniture marketing plan

The essence of marketing is: seize the needs of users and quickly commercialize the needs. To this end, I will sort out the relevant content of the office furniture marketing plan for everyone. You are welcome to read it. Office furniture marketing plan Part 1

1. Promotion background analysis:

It is autumn, which is a great time for home decoration, purchase, layout, and marriage. It is also a golden time for the furniture industry. At this time, major furniture manufacturers are planning various forms of promotional activities. This program was also produced against this background.

Promotion is an effective way to introduce new products and seize market share during special periods. However, according to the promotion plans of other furniture merchants I checked online, I found that the previous promotion forms were relatively simple. Apart from the favorable price, there are few other highlights. Moreover, most of these promotional plans are implemented as single events without an overall coordination and follow-up, so they are only fleeting and fleeting in the minds of many customers.

In today’s era of flooded advertising, not only must there be a surprising and winning plan to create a huge shock wave in the first wave, but it must also be continuous, systematic and strategic. If no further follow-up measures are taken, the sales volume will only increase in that month, but will not achieve the purpose of sustained and stable increase (for consumers, only the impact of one wave after another can constantly awaken her memory and make people Impressive). And it should be noted that promotion is only a short-term stimulating behavior, especially a single price promotion, which often leads to a vicious cycle of having to rely more and more on price discounts. Such a single excessive promotion will greatly increase marketing costs and transaction costs, and will also cause various adverse reactions.

For example, many merchants simply offer discounts and profit sales during the holidays. On the surface, holiday sales appear to be booming, but upon closer analysis, it turns out that it is just consumers transferring yesterday, tomorrow or next A month's consumption is concentrated in a few days. Therefore, promotion must not be for the sake of promotion. Promotion planning without strategic vision is eager for quick success. Even if it can achieve temporary glory, it will eventually reap the consequences.

2. Target Group

A plan for everyone is a bad plan. Therefore, when we make promotional plans, we must also conduct market segmentation and hit the target as accurately as a missile. .

According to the survey, there are several combinations of people who go to shopping malls to buy furniture: couples, families, singles, and mother-in-law and daughter-in-law. The relatively majority of these combinations are husband and wife shopping together in furniture shopping malls. Therefore, this plan is a strategy for couples in this situation, and it is woman-oriented. Because when purchasing household products, most of the purchasing decision-making power lies with the wife, and the husband only consults and makes payments. Moreover, women are more emotional and are easily infected by the environment. In addition, autumn is a time for work reorganization, and some people will choose to travel for entertainment. Different from usual times, their mentality is more leisurely and relaxed, and it is easier to feel and integrate into the atmosphere carefully arranged by businesses.

In summary, the target group of this promotion has several characteristics:

1. Aged around 25-40 years old

2. White-collar workers (This is based on the positioning of products and shopping mall grades, and white-collar workers have special needs for cultural atmosphere)

3. Couples go shopping together

3. Points of appeal when buying furniture:

Based on the actual situation, the main appeal points of the target group when purchasing furniture are: product, price, brand, service, purchase cost (not only money, but also time, energy, convenience, risk, etc.), purchase environment, and cultural connotation . Now that the first few points have been fixed, we can improve on the two points of purchasing environment and cultural connotation.

Although "furniture" and "home" are naturally related, consumers' feelings and associations can be strengthened through the environmental atmosphere. Furniture is a thing, and care is a feeling. If we connect the two, we not only sell furniture, but also a sense of family warmth and happiness.

Through activities, consumers (based on the psychology of wives) feel that Quanyou Furniture is a manifestation of the husband's care for his wife, a witness of "caring and love", and a "warmth and happiness", such as Haagen-Dazs's "Love Her" Just treat her to Haagen-Dazs? Same thing. (How to strengthen this relationship is shown below)

It should be noted that furniture is a relatively expensive durable consumer goods. Customers will carefully compare the performance-price ratio of various brands of products, which is a relatively complex and rational purchase decision. product. If the newly launched styles of furniture have a greater price advantage, you can post a price comparison table of similar furniture in different shopping malls in the area, and add the address, contact information, etc. to enhance customer experience. The products, prices, services, etc. are all right, but the marketing strategy is amazing. The relationship between righteousness and strangeness, reality and virtuality must be grasped well. If it is only a show in form without providing actual discounts to consumers, it is likely to be a show-off, which can only make consumers feel novel and will not spend further money to purchase.

IV. Product information and brand information

It mainly focuses on conveying the consistency and strengthening of product and brand information around core appeal points and themes.

1 Extract several core advertising slogans, such as "Love creates a happy home", "Quanyou Furniture, let you live in a space of love", "Quanyou Furniture, like family" Caring?, Quanyou Furniture, building a happy family brick by brick?

2. A short soft article in the form of POP, such as an elaboration on the theme of "Constructing a perfect life for you". For example, whenever I come home and see the furniture I bought with my husband, I remember his declaration of love when buying the furniture, and I feel that the whole house is filled with love. Am I surrounded by a happy space? (The focus is to describe Quanyou Furniture as a "witness of care" and a "story of care". It should be noted that this must be combined with activities. Otherwise, it will give people a sense of far-fetched connection)

5. Terminal design:

1. Display layout

Arrange according to local conditions outside the furniture store, such as using X display racks, roll-ups, KT boards, pull-ups Banners, large posters posted inside and outside the store, heart-shaped hydrogen balloons (with slogans hanging under the balloons)

and distribution of DM orders, etc. to build momentum. The content must match the theme, and the atmosphere must be strong, because people in different environments have different consumer psychology (especially women)

2. Background music

Music creates an atmosphere The best tool is to loop and play selected music in the mall that is related to themes such as "family" and "warmth" and makes people feel warm. Such as "Go Home", "Jasmine" (a famous saxophone song), "Go Home Often", "Heart Will Go with Love", "Devotion of Love"

6. Purchase Process:

See the impactful banners and X-frame exhibition posters from outside the furniture store (and introduce them into the purchasing process)---gt; feel the strong theme atmosphere in the store-----gt; Shopping, comparing, choosing, and considering various purchase costs----gt; salesperson's shopping guide service, participating in interactive activities (during the activities, a stronger sense of participation and identification will be generated, and the probability of selection will be increased)---- -gt; Confirm purchase-----gt; Complete purchase-----gt; When the customer leaves, distribute relevant information about the event of the furniture store to her, and use her reputation to drive her circle of friends to keep buying. Sustainability and expansion.

If any link in the middle is not in place, there will be no impact and shock one after another, which will have a great impact on the effect. Customers need many reasons to choose a brand, but only one reason to abandon a brand.

7. Promotional activity plan:

On the basis of the original price promotions such as point cards, sending gifts, etc., it will be expressed in the following forms. This is essentially different from other merchants who use discounts to drive holiday consumption.

1. Get as many discounts as you are happy!

How many reasons or reasons for love can couples and husbands say within the specified short time to live happily together with each other? The discount is based on the reason! (Note: The discount here is calculated in percentage points, that is, if you give ten reasons, it is 10, and if you give twenty reasons, it is 20) (Note that you must first budget various costs here. A good budget is the best The best time, so as not to lose more than the gain)

2. Hold your hand and grow old with it

Considering that many of the target people are about to get married or have just gotten married and come to buy furniture. In addition, many young couples are now open-minded and dare to express their true feelings. Therefore, unique special activities are launched to actively mobilize the enthusiasm of brides and grooms who are about to enter the wedding hall to express themselves. Love vows, names, blessings, etc. will be written on them. The handkerchiefs are connected to each other. This colorful and heart-to-heart "love story" naturally forms a beautiful landscape under the spring breeze, and all kinds of love vows open their hearts to every customer and let people feel their true love together. Sweetness and warmth.

Implementation details:

① Each couple can receive a handkerchief on site, and oil markers are provided for customers to write love vows, real names (used to draw lucky customers), blessings, etc. The content stipulates that players must hold hands and tie the handkerchief to the red soft rope outside the venue. The next pair of customers then tie the knots with the previous pair of customers, and so on, until the number is full.

② A lucky couple will be drawn every day and will receive a gift XX

3. Our specific implementation of the VIP membership card activity will be officially launched during the period;

VIP How to get a membership card: During the event, the top 10 consumers who only need to purchase 5,000 yuan of products can get a VIP membership card.

Anyone who purchases 10,000 yuan of products in this furniture store at one time will get a VIP membership card.

Anyone who spends a total of 15,000 yuan on shopping will receive a VIP membership card.

Benefits of using VIP membership cards:

Friends who hold VIP membership cards can enjoy a 32% discount when shopping at any chain boutique furniture store. Friends who hold VIP membership cards can also participate in the thousand-yuan lottery held by our store every Saturday. As long as your friends or relatives use your VIP membership card to make purchases, they can get a gift of 200 yuan if they spend up to 20,000 yuan.

4. Buy 10,000 and get 100 back;

1. During the event period, if you purchase more than 1,000 yuan in our store, you must pay a deposit and stamp the "Quanyou Furniture after-sales service stamp" With the contract form, you can get a 10 yuan** shopping voucher.

2. For every 1,000 yuan spent on the contract, you can get a 10 yuan shopping voucher, but the deposit paid must be more than the amount in the shopping card you get.

3. The shopping card can be used from *month** to *month**.

If the customer requests a return, if the responsibility lies with our store (such as quality problems, wrong styles, etc.), a full refund will be made and the shopping card will be taken back. If the shopping card has been used, 80% of the amount in the card will be refunded. Cash; if the responsibility is incomplete or not at all in our store, the shopping card will be returned when handling the return normally. If the shopping card has been used up, the original value in cash will be returned.

5. Quanyou Furniture will give you the same care as your family

For every female consumer who purchases Quanyou Furniture, the company will send a greeting card to her husband every year on their wedding anniversary. Remind him that the husband should give his wife care (women are eager for the care shown in form by their husbands). This has three effects: first, the cost is very low and the effect is great; second, the loyalty of female customers is greatly improved; third, the brand is spread again.

Note on promotional gifts: Because this program is oriented towards women, products of the same value but practical for women should be given, such as cosmetics, craft accessories, children's toys, etc.

8. Other marketing strategies:

Although furniture is a durable consumer product, many marketing operations methods of fast moving consumer goods such as OTC and health care products can be used, such as database marketing method and fish nest spreading method. Bait method, etc.

Among them, the method of borrowing fields to cut crops: during the implementation of a certain plan, if it is necessary to intercept terminal customers, then personnel can be sent to directly intercept and deliver materials at the terminal gate of the opponent's territory.

(For example, competitors or potential customers from other furniture shopping malls or wedding photo studios, the quality of such customers is often very high)

1. Execution schedule:

Omitted (to be agreed upon)

2. Promotion budget

Omitted (to be agreed upon)

3. Promotional effect outlook

Omitted (to be agreed upon)

4. Feedback and evaluation

Omitted (to be agreed upon)

Develop a feedback form with daily sales of various styles , customer types, customer opinions, focus of demands, key data, etc., the salesperson must fill it out carefully and truthfully every night, and submit the feedback form to the company headquarters for research and analysis every week or every month.

10. Cost budget. Office furniture marketing plan Part 2

1. Purpose of the event

Market background introduction: Quanyou Furniture Co., Ltd. was founded in 1986. After more than 20 years of hard work, it has developed into China's leading large-scale civil furniture enterprise that integrates research, production and sales. Quanyou Company has created a multinational R&D team composed of more than 200 top designers from China, Italy, Germany, Denmark and other countries. It has set up 3 R&D centers in Chengdu, Shenzhen, China, and Milan, Italy, mainly to develop and produce panel suites. Furniture, sofas, dining tables and chairs, mattresses, soft beds and other products cover more than 50 series and more than 6,000 product styles. Among them, two products, panel and sofa, have been awarded the title of "China Famous Brand Products" and are the most important products in China's furniture industry. The furniture company that has won two famous brand titles is a model for China's furniture manufacturing industry to provide customers with "one-stop home services", with the corporate vision of becoming a world-class home furnishing product development manufacturer and service provider, with the goal of providing high-quality products. Home products and services to create a better home life? For the corporate mission, implement the corporate culture of "Customers are water, Quanyou is fish; employees are water, Quanyou is fish; society is water, Quanyou is fish", through continuous With institutional innovation, technological innovation, management innovation, and an international perspective, we are dedicated to providing our customers with high-quality, diversified home products and services, and leading a comfortable, environmentally friendly, and healthy home lifestyle. Purpose of the event: In order to expand the market share of Quanyou Furniture, increase sales, establish a good image in the minds of consumers, and enhance brand awareness and reputation.

2. Target audience

Main promotion target: consumers who have just purchased a house.

Secondary promotion target: those born in the 1980s who will start to consider buying a house after their careers are successful. and furniture consumers; newlyweds and their parents.

Third-level promotion target: young consumers who are about to enter society or who have not worked for a long time.

3. Activity theme

Activity slogan: Let our professionalism bring you a more comfortable life.

Activity theme: Provide free professional advice on any issues you want to know about furniture. (such as furniture maintenance, placement, purchase, collection, etc.)

Small gifts

Lucky draw

Knowledge contest

4. Activity methods

Before the activity begins, coordinate with the local government and obtain support from relevant departments. At the same time, conduct publicity and warm-up in various media, and also cooperate with local dealers. Tickets are issued before the event starts, and the main group of people distributed are the determined consumption targets (tickets are numbered for the lucky draw every day during the event).

The specific content is: 1. Cooperate with local dealers, the dealers will provide the venue, Quanyou Group will provide manpower and props, and various brands and different products will be placed on the venues provided by the dealers. Types, different styles, different styles, different quality furniture products, and equipped with professionals to explain, improve consumers’ understanding of furniture;

2. Set up a consultation desk to answer any questions consumers have about free of charge Any problems with furniture (such as furniture maintenance, placement, purchase, collection, etc.):

3. Consumers who purchase furniture at dealers during the event can get a certain amount of money with their admission tickets. Discounts:

4. Provide certain attendance personnel who can accompany consumers home to explain professional knowledge about the maintenance and placement of furniture in consumers' homes.

5. The host will host prize-winning knowledge quizzes from time to time, and the winner will receive an exquisite gift

6. A lucky draw will be held before the end of each day's activity. You can get an exquisite gift

5. Event time and location

Event time: May 3rd to 6th every day from 9:00 to 11:30 in the morning, 2:30 in the afternoon ?5:30

Venue: New Kailong Fashion Furniture Hall, Address: Block A: Opposite the south gate of Dahuoquan Park Block B: West of Xingtai Commercial Bank Block C: Opposite the west gate of New Century Plaza . Huadu Furniture City, address: North of the intersection of Zhongxing East Street and Xiangdu Road.

Six. Advertising Cooperation Methods

One month before the start of the event, that is, starting from April 1st, advertising media will be placed in Xingtai City. The main body of placement is television. About furniture Covered advertisements are placed in decorated magazines, roadside billboards, car TVs, well-known newspapers (such as Niucheng Evening News, etc.), and the advertisements strive to be concise and eye-catching, emphasizing that all services in this event are provided free of charge.

VII. Preparation

1. Personnel arrangement: furniture instructors: 15 people, professional knowledge instructors: 10 people, attendance staff: 20 people, host: 2 people, security : 30 people, logistics staff: 5 people, drivers: 5 people, event commentators: 10 people, on-site management: 2 people, on-site mediators: 5 people and government communication personnel: 2 people (this person arranges each activity location

2. Material preparation: various brands, different types, different styles, different styles, different quality furniture, 20 sets of tables and chairs, 15 microphones, 2 sets of speakers, several gifts, Identity badges of relevant personnel, mineral water, paper cups, 4 event banners, 6 Quanyou Furniture display boards, 5 parasols, and 5 attendance vehicles (according to this specification, one set is provided for each event location)

3. Government public relations: Before the event, arrange public relations personnel to conduct public relations with relevant government departments to obtain their support, and ask them to arrange personnel to maintain order on site.

8. Mid-term operations

1. Before the official start of each day's activities, the host will give a brief introduction to the activities;

2. On-site staff must Wear uniforms with the words "Quanyou Furniture" printed on them;

3. During the event, the instructors and attendance staff should maintain a warm service attitude and leave a good impression in the minds of consumers;

4. During the event, the host should regularly conduct prize-winning quizzes and award prizes to the winners;

5. When explaining, the instructors should focus on the Quanyoujia The advantages of privacy and leaving a deep impression in the minds of consumers. If the guests do not need it today, it does not mean that they will not need it in the future

9. Post-continuation

One month after the end of the event During the period, this event was reported on various media in Xingtai City. The main media were newspapers and in-vehicle media. The reporting method was mainly based on the benefits it brought to consumers and their good impressions of the event.

10. Cost budget

Personnel costs: 15,000

Venue layout: 1,500

Props (various furniture): 7,000

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Sound equipment: 1500

Field expenses: 1000

Gifts: 2000

Miscellaneous items: 1000

Emergencies Budget: 1,000

Total: 30,000 yuan

11. Accident prevention

In order to prevent sudden changes in weather and other natural factors from making it difficult to carry out activities, sufficient quantities must be prepared Large parasols, pay attention to strengthening security to prevent possible disputes and other issues, and before the event begins, conduct public relations with relevant government departments and obtain event permits. Office Furniture Marketing Plan Part 3

Promotion refers to the company transmitting information to customers in a certain way and communicating with customers in order to influence consumers' purchasing decision-making behavior and promote the sales of company products. marketing activities. Promotion is particularly important before a product is launched and during the product's maturity period. The May Day holiday in 20xx is approaching, and furniture companies also want to gain something in the first golden holiday after this cold winter. Therefore, it is essential to formulate a scientific and practical promotion plan.

Promotional means

1. Advertising and promotion

Furniture companies transmit information through various media to stimulate consumers' desire to buy and expand product sales. Advertising is the most important promotional method used by furniture companies to directly deliver information to consumers.

2. Personal Selling

Furniture company sales staff directly contact and negotiate with customers to promote products to customers, thereby achieving the purpose of promoting the sales of furniture company products.

3. Business promotion

Promotional activities directly targeted at products can attract the attention of customers and relevant operators to their products in the short term, thereby expanding product sales.

IV. Public relations promotion

In order to gain people's trust and establish the image of the company or products, furniture companies publish business news in various media through indirect payment. , radio and television reports and other publicity activities.

Five steps of promotion

1. Establish sales promotion goals

Different types of target markets have different specific goals for sales promotion. Establishing goals is the basis for all other work. Without goals, work direction and motivation for action will be lost.

2. Select sales promotion tools

The choice of tools depends on the following factors: market type, sales promotion goals, competition, external environment, etc.

3. Determine the promotion plan

When formulating the sales promotion work plan, attention should be paid to the following issues:

1. Select and determine the stimulation of the market and customers by the plan degree.

2. Select the target and determine what type of people and groups they are.

3. Choose the appropriate medium.

4. Choose the right opportunity.

5. Allocate funds reasonably so that they can be carried out in the most effective way.

IV. Monitoring and implementation of promotional plans

When implementing promotional plans, we must pay careful attention to the reactions of the market and customers, constantly monitor the implementation process, and make timely adjustments to the work.

5. Evaluation of effects

The effects can be evaluated by comparing the sales before and after the promotion activities are carried out, and you can also refer to some survey results. By conducting evaluations, improvements can be made to better suit market needs.

Promotion methods

1. Service promotion

Service promotion is consumer-centered and starting point, providing customers with benefits through thoughtful service. It can improve the reputation of the company, attract customers to the company, establish long-term and stable economic ties, enable smooth market penetration, and continuously improve and update products through accurate information feedback. Service promotion includes the following methods:

1. Pre-sales service

Provide early services to customers who have not yet decided whether to purchase the company's products, such as parking, product introduction, Q&A, etc.

2. Open shopping mall

It is convenient for customers to purchase and provide convenience for customers. They can enter directly and choose at will.

3. Ordering service

Ordering can facilitate customers and expand sales to a greater extent.

4. Design service

If the customer has special requirements for the size and specifications of the purchased items, we can design and customize them for the customer.

5. Delivery service

Solve customers’ difficulties and deliver goods to your door.

6. After-sales service

Provide convenience to customers and help with installation, debugging and maintenance.

7. Training services

Provide customers with knowledge on use, care and maintenance.

8. Insurance services

While providing products, we also provide insurance for customers.

2. Joint promotion

Joint promotion includes two aspects. On the one hand, it means that enterprises unite to jointly carry out promotional activities; on the other hand, it means that enterprises strengthen their cooperation through cooperation. own economic strength, competitiveness and market position, and use this to promote the development of promotional work. Joint promotion enables a certain enterprise to realize promotional activities that cannot be carried out alone; it greatly increases the variety, specifications, and styles of promoted products and is more complete, sharing the financial pressure of the enterprise.

Forms of promotions

1. Coupons

Coupons are companies that allow coupon holders to enjoy discounts or special prices when shopping or consuming, or in exchange for certain items. Voucher for giveaway. It is divided into two types: retailer-type coupons and manufacturer-type coupons. It has the following functions:

1. Reversing the decline of products and stimulating consumption.

2. Stabilize old customers and attract new customers.

3. Recommend new products and brands.

4. Expand product sales

2. Free samples

Free samples are a promotional method that delivers products directly to consumers. It can stimulate consumption more directly and effectively. It helps to expand brand influence, establish new marketing networks, attract new customers and expand distribution areas.

3. Contests and draws

Contests and draws are a way to stimulate consumption by allowing customers to participate. It can well arouse customers' interest and achieve the purpose of promotion.

4. Packaging promotion

It is to give gifts through packaging to achieve the purpose of attracting customers and promoting products.

Use promotional methods to enhance brand awareness, formulate detailed promotion plans, and skillfully use promotion forms to improve the reputation of the product, expand the influence of the company, and win More customers. Make the company's marketing performance grow faster.