Brand Promotion Plan

1. Market Analysis

1) Market Background

With the gradual improvement of people’s living standards, the home decoration revolution that is closely related to life has also followed. , the home decoration market contains unlimited business opportunities. The rapid development of the real estate market that began in 2002 has brought about the possibility of continued demand in the home decoration market. Generally speaking, the home decoration market, which is in a state of oversupply, is developing rapidly, the overall profitability level is improving, and market competition is tending to be high-end and brand-oriented. The home decoration-related industry market is in the ascendant, and competition is extremely fierce. With China's accession to the World Trade Organization. International competition is becoming domestic, and home decoration is facing unprecedented opportunities and challenges. At present, merchants in the home decoration market belong to a single business model. It seems that many home decoration owners have been suffering from a pain for a long time: they spent a lot of money, visited many merchants, and looked at many brands, but in exchange for decoration, ceramic tiles, and floors , sanitary ware, doors and windows, etc., there are still a lot of problems with quality and service, which not only wastes money but also exhausts energy. How to allow consumers to engage in menu-based consumption, enjoy one-stop service, and purchase satisfactory products more conveniently and affordably?

2) Product Description

2. Advertising Strategy

1) Advertising objectives

1. Enhance the appeal of overall cooperation and maximize the popularity and reputation throughout the city

2. Establish " The brand image of "XX Home" reflects that it is a disseminator of home improvement knowledge and a professional consumer guidance consultant

3. "XX Home" brand products are a platform for creating supply and demand for the home improvement market and consumers.

4. Highlighting "XX Home" brand products aims to severely crack down on illegal behaviors and institutions, standardize and purify the home decoration market, and establish a healthy and orderly market environment.

2) Advertising creativity

With the purpose of popularizing home decoration knowledge and protecting consumer rights, use the community to strengthen the popularization of home decoration knowledge, and advocate green decoration and happy decoration.

3) Advertising slogans

1. XX Home - a prefabricated healthy home 2. Because - with "XX Home" -

The future will be bright Life is yours to take home!

3. Public *** planning

1) Activity plan

Activity time: To be determined Activity location: Yangzhou City Activities target in each community: consumers who are in need of home decoration 2) Activity plan: Activity name: Rest assured home decoration·Public welfare class Sponsor: "XX Home"

Organizer: XXXX

Consultant: To be determined

Responsible person: To be determined

2) Activity process Before the event: (arrangement) placement of red air arch doors, banners, balloons, POP posters, and display racks in the community In place,

arrange the speaker equipment, tables and chairs at the predetermined venue (positioning). Each cooperative member went to the site in advance to do their own publicity work. Including preliminary preparations for venue equipment and publicity in the classroom.

Starting stage of the event:

Location: (Community Square) Professional sound effects engineers will provide music effects, build momentum, gather popularity, and create an atmosphere. Staff will arrange seats for cooperative members participating in this event.

The host announces the official start of this event. The host announces the main content of this event and the introduction of the "XX Family" brand. The entire event must be carried out by cameramen from different time and space angles. Make a video and make it into a beautiful VCD disc for "XX Family" to save

Location: (Indoor venue) The same positioning of tables and chairs, the arrangement of people's seats, and the lecturer will come on stage to give a brief opening speech. The lecturers are rotated by cooperative members, and one or two cooperative members can be invited to give lectures at a time.

Activity 1:

Theme: Propaganda of home decoration knowledge

Time: Start at 9:00

Content: In the form of a publicity stand and Through one-to-one communication with consumers, consumers’ doubts and problems can be solved one by one, and leaflets can be issued in a timely manner.

Activity 2:

Theme: On-site lottery draw

Purpose: Use the "questionnaire" to learn from the side about consumers' opinions on "XX" brand products Recognition, understanding, demand and cognitive attitude towards the home decoration market.

Time: 11:00

Content: On-site lottery draw will be conducted based on the questionnaire filled out by the participants. The "questionnaire" can be placed on the information desk of each cooperative member. Distributed by consultants or on-site. 3 people will receive prizes in each draw

Activity 3: Topic: Home Improvement Knowledge Training

Time: 10:00-11:00

Content: Classroom Format Communicate, explain home decoration information, material prices, and solve home decoration doubts and problems one by one, and distribute leaflets and gifts when appropriate.

End of event: staff clean up the environment on site.

Note: All the above activities can be replicated in each community. It is best to set an activity cycle and set a theme for each period.

4. Advertising implementation stage

Introduction period: This stage takes about half a year, mainly to increase the popularity and reputation in the city. Instill in everyone "XX Family", a disseminator of home decoration knowledge and a professional guidance consumer consultant, to change the traditional consumption concepts of home decoration owners.

Growth period: This stage lasts about one year. Based on the advertising in the previous stage, the brand image of "XX Home" will be further enhanced so that when everyone thinks of home decoration, they will think of "XX Home".

5. Brand promotion planning - Internet part:

1. Overall strategic planning: market analysis, competition analysis, audience analysis, brand and product analysis, unique selling proposition extraction, creativity Strategy development, overall operational step planning, input and expectation setting.

2. Marketing website: website structure, visual style, website columns, page layout, website functions, keyword planning, website SEO, design and development.

3. Communication material planning: brand image copywriting planning (building a corporate website), product sales concept planning, product sales copywriting planning, investment copywriting planning, product word-of-mouth copywriting planning, news information material planning, various advertisements Text planning.

4. Integrated communication and promotion: SEO ranking optimization, blog marketing, Weibo marketing, forum marketing, knowledge marketing, word-of-mouth marketing, news soft article marketing, video marketing, event marketing, public relations activities and other viral communication methods.

5. Data monitoring and operation: website ranking monitoring, communication data analysis, website visit number statistical analysis, visitor crowd analysis, consultation statistical analysis, web browsing in-depth statistical analysis, and popular keyword access statistical analysis.

VI. Advertising media

1. Choosing newspapers is the most convenient, the speed and scope of information transmission are also the fastest and widest, and the main brand image promotion (including those of cooperative members) name) and event theme content. Such as "Yangzhou Evening News", "Modern Express", "Radio and Television News", etc.

2. Choose newspapers to promote. We design our own leaflets (printed with advertising slogans) and distribute them together with local newspapers. When consumers browse the newspapers, they can see the leaflets, which achieves the effect of information transmission.

3. Nowadays, the thumb chat group is growing rapidly. Screening out people with financial foundation and using mobile phone SP text messages for promotion is undoubtedly a bright spot

4. POP poster promotion. Mainly plays the role of informing the time and activity content, and cooperates with on-site event promotion

5. Promotion of residential areas. To popularize knowledge about discounts, decoration, materials, etc., it is best to take the form of home decoration classes or training classes according to market demand.

6. Television

7. Bus stop signage

Brand planning can only find the "right" emotional entry points and ignition points for consumers and brands, and connect consumers with them. Only through spiritual dialogue and reaching a consensus can the effectiveness of brand promotion be greatly improved and promotion costs reduced. From the perspective of needs and motivations, feelings and perceptions, and consumer attitudes, it is not difficult to quickly capture and find, locate, and analyze the emotional factors of customers. It is not difficult to find a better way for brand promotion to achieve the purpose of improving brand sales and solving problems. Purpose.