How to make a marketing plan for home building materials (events)?

1. Market research and analysis

Any promotional activity has a cost, and large investment will inevitably face pressure on output. The success or failure of an activity depends on the plan on the one hand and the execution on the other. The other core lies in whether there are fish in the pond! All you need to do is market research:

1. Real estate research; 2. Consumer research; 3. Market research; 4. Competitor research.

The manufacturer's plan is just a general policy and is targeted at the whole country. Is it suitable for our market? Is there any conflict between its main products and my daily sales products? Then, are the prices and strategies it offers attractive to our competitors? After we get the manufacturer's plan, we need to make fine adjustments according to the local market.

2. Properly laid out advertising mix

Because there are more and more information fragments, it is difficult for traditional single advertising to achieve the desired effect. In addition, mainstream consumer groups are moving towards 80 Since the post-90s era, the advertising effect can no longer be achieved by investing in a single channel, but requires a complete combination of traditional media and new media.

Traditional media can be effect-oriented, momentum-oriented, and relationship-oriented to achieve balance.

Effect-oriented means using advertising effectiveness as a criterion to consider whether to launch it; momentum-oriented means whether the gimmicks created with this type of advertising are what the current market needs, such as building merchant confidence, expanding activity momentum, Enhance market authority, etc.; relationship-oriented advertising includes TV stations, newspapers, radio stations, etc. Annual targeted advertising can improve relationships with relevant departments and optimize the treatment of partners when handling public relations crises such as complaints.

Consumer groups in each place have different consumption habits, regional environment, and market positioning, so advertising also needs to be adapted to local conditions: first, combined with an in-depth analysis of the local market consumer groups, find several types of advertising that are consistent with the mall’s positioning. And advertising forms that mainly cover groups; secondly, sign more advertising forms that are conducive to advertising resource exchange or low-cost and rapid exchange, to prepare for event advertising and merchant support. Finally, it is necessary to analyze the natural customer flow of the mall in a timely manner, determine what advertising forms the customers mainly come to the mall through, and further optimize the advertising mix.

After the above analysis, when making the advertising portfolio structure, the proportion of new media publicity has been invisibly enlarged: outdoor advertising, community advertising, newspapers, radio and television and other traditional media investment accounted for 65, New media advertising such as WeChat, Moments, and online targeting accounted for 35%.

3. Analyze merchant customer conditions

Marketing planners must have a clear understanding of the mall’s merchant structure, business philosophy and comprehensive strength, and establish a complete merchant profile.

For example, through individual interviews to deepen the understanding of merchants, summarize which ones can become loyal fans of the mall, and establish several authoritative merchants as the mall platform to solve the specific implementation problems of some merchants. problem.

4. Choose a suitable brand promotion combination

Altair Intelligent Industry, a professional marketing planning and event planning agency for home building materials, believes that brand promotion should be based on improving brand awareness, reputation, service, etc. This part is often ignored by many shopping malls, but it is precisely this part of the promotion that can accelerate the separation of the brand from competing stores in the minds of consumers.

5. Festival-making

There are often various forms of "man-made festivals" in various shopping malls on the market, such as "Home Decoration Festival", "Taowei Festival" and so on. Their expressions generally include:

1. Rotating activation by category

Generally, different categories can be rotated throughout the year according to the season, industry rules, and consumer demand. For example, March is the first wave of home decoration. Generally, you can have the Pottery Festival, July and August for the Lighting Festival, and September and October for the Home Decoration Festival.

2. Learn from the exhibition method

For example, there are many home expos in March. We can choose to hold a home expo in April and May to bring xx new products to xx place (ourselves trade fairs or furniture festivals in the city where the city is located; or "take advantage of the opportunity" to do activities, such as the first home furnishing expo in the xx region, and then carry out various brand alliance-related activities and new product displays, which is very helpful to enhance the corporate image. .

July and August are off-season for the home base material industry, and a carnival can be held during this period. You can eat and cool off in summer evenings, and the furniture exhibition hall is also open. The store is divided into different exhibition areas for activities, which is very large.

Dealers should recognize their own strengths and develop them; or if they are weak in some aspects, try to find a breakthrough direction and overcome them. These are all good attempts.

With the rapid development of the home building materials market in recent years, the updating and supervision of regulations have also accelerated. In the past, advertising slogans through means such as "bluffing" and "bluffing" were increasingly restricted by laws and regulations. Therefore, Altair Intelligent Industry believes that home building materials marketing planners must strengthen the research on new knowledge and it is necessary to avoid new knowledge in a timely manner. Define risk words and means to avoid unnecessary losses to us.