Furniture opening event marketing planning plan

Furniture opening event marketing planning plan

Furniture opening event marketing planning plan, pay attention to some small details when working, learn to respect others at all times, many things in the workplace They are all worth learning. You must learn the rules of the workplace to be able to thrive. The furniture opening event marketing planning plan will teach you to gain a firm foothold in the workplace.

Furniture opening event marketing planning plan 1

The quality of the furniture store opening event plan has a greater or lesser impact on our business confidence. If we can succeed on the opening day, Achieving good marketing results will greatly enhance our brand's product promotion and exposure as well as business confidence. Therefore, when opening a new furniture store, the activity plan must not be careless.

In the custom furniture industry, New stores are opening in an endless stream, but many dealers are slightly lacking in understanding and execution when it comes to planning opening activities. No matter which industry a new store opens, most people think that the opening activity plan of a new store is nothing more than an advertising bombing. There are some old-fashioned marketing methods such as gift feedback or buy two get one free, etc., but we have to admit that these old-fashioned marketing still have a certain effect. The planning of the event is in the right direction, but only a few people can do it. Pay attention to the handling of details. What details should be handled? To put it simply, the intended customer group is not accurate. Some people say that when my new furniture store opened, there was a lot of customer traffic! Why is the probability of a transaction so low? In fact, this phenomenon occurs because you have not handled the details well and the customers you brought are not of high quality. As a rule of human nature, people will have a strong curiosity for new things and new things, and they love to join in the fun and watch the excitement. There is a lot of customer flow during the opening hours. , the transaction rate is low because he does not come to see the product with demand. Another phenomenon is that when the business opens, not to mention interested customers, even the flow of people is pitiful. As a result, these two phenomena are Because I failed to make a good plan for the furniture opening activities. To make a good opening plan, I analyzed and summarized the Devman Wardrobe into the following two points.

Accurate customer group drainage

If you want a precise customer group for the opening of a new furniture store, the opening activity plan must be effectively publicized in the early stage. If you cannot tap the target groups with needs, it will be useless even if a large number of advertising bombs bring back more inaccurate groups. Effective Advertising methods include: 1. In-depth publicity in the community, instead of handing out flyers door to door, but using keen sense of smell and vision to search for users who are undergoing renovation, provide them with preferential information on the opening event plan, and sincerely invite them to the event site Understand. Whether you can successfully invite people depends on your publicity and negotiation skills, the regional division of users in the community, the reasonable division of labor, and the content design of the promotional leaflet, whether it can attract attention. These details must be taken into consideration. Only by doing a good job Only by doing this can we successfully attract accurate customer groups to the event site.

Content planning of the opening event plan

With the successful introduction of the prelude, a lot of success has been achieved. The content planning part of the plan is the most important. Otherwise, the cooked duck will fly away. Content planning should take into account both. It generally refers to considering both the merchants and consumers, how can it be done, and how can it be done in a way that benefits itself? , consumers are still willing to accept it. On the opening day, discounts are important. What we can do is small profits but quick turnover, so that consumers feel that the products are worth their money. We can use the opening gimmick to set a lower price to attract customers. And detonate the market rhythm. In addition, price discounts, promotional gifts, etc., and even prize transfers, draws, etc. are also indispensable links. Furthermore, the atmosphere and environment on the opening day must be adequate and high-profile to make consumers feel The opening is hot and the products are affordable. Only in this way can the customer target group be willing to pay for the furniture opening event marketing planning plan 2

1. Purpose of the event

Market background introduction: __ Furniture Co., Ltd. was founded in 1986. After more than 20 years of hard work, it has developed into a leading large-scale civilian furniture enterprise in China that integrates research, production and sales.

__The company has created a multinational R&D team composed of more than 200 top designers from China, Italy, Germany, Denmark and other countries, and has established 3 R&D centers in Chengdu, Shenzhen, China, and Milan, Italy. , mainly develops and produces panel suite furniture, sofas, dining tables and chairs, mattresses, soft beds and other products, covering more than 50 series and more than 6,000 product styles. Among them, panel and sofa products have been awarded "China Famous Brand Products" ” title, it is a furniture company that has won two famous brand titles in China’s furniture industry. It is a model for China’s furniture manufacturing industry to provide customers with “one-stop home services” and aims to “become a world-class home furnishings development manufacturer and service provider”. The corporate vision takes "providing high-quality home products and services and creating a better home life" as the corporate mission, and implements "customers are water, __ is fish; employees are water, __ is fish; society is water, __ is fish" With its corporate culture, through continuous institutional innovation, technological innovation, management innovation, and an international perspective, we wholeheartedly provide our customers with high-quality, diversified home products and services, and lead a comfortable, environmentally friendly, and healthy home lifestyle.

Purpose of the event: In order to expand the market share of __ 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-class promotion target: young consumers who are about to enter the 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.)

Giving away small gifts

Lottery

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 people to whom they are issued are the confirmed consumption targets (the 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, and the __ Group will provide manpower and props. Put a variety of furniture products of different brands, types, styles, styles and qualities, and equip professionals to explain them to improve consumers’ understanding of furniture;

2. Set up a consultation desk, Free answers to any questions consumers have about furniture (such as furniture maintenance, placement, purchase, collection, etc.):

3. All consumers who purchase furniture from dealers during the event can With admission tickets, you can get certain 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, 2:00 in the afternoon 30——5:30

Venue: __Fashion Furniture Hall, Address: Block A: __ Opposite the south gate of the park Block B: __ West of the City Commercial Bank Block C: __ West Gate of the Square opposite.

__Furniture City, address: North of the intersection of Zhong__.

6. 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.

7. Preliminary preparations

1. Personnel arrangement: furniture instructors: 15 people, professional knowledge instructors: 10 people, attendance personnel: 20 people, hosts: 2 people, security guards : 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 1 set)

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 __ furniture display boards, 5 parasols, 5 attendance vehicles (according to this specification, one set 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 "__ 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 explainers should focus on __ 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 time, this event was reported on the media in __ city. The main media were newspapers and in-vehicle media. The reporting method was mainly based on the benefits brought to consumers and consumers’ good feelings about this event. .

10. Cost budget

Personnel cost: 15,000

Venue decoration: 1,500

Props (various furniture): 7,000

p>

Audio equipment: 1500

Field expenses: 1000

Gifts: 2000

Miscellaneous: 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.

12. Effect Estimation

Establish a good image of __ furniture in the minds of consumers, expand the popularity of __ furniture, and enhance brand awareness and reputation. , to increase furniture sales during the May Day period.