Furniture exhibition advertising

Table of Contents

1. Exhibition Background

(1) Integrate the company’s core products

(2) Formulate successful investment policies

(3) Development of exhibition marketing tools

2. Exhibition site arrangements

(1) Booth design

(2) Exhibition product design Selection and setup

(3) On-site items required

(4) Exhibition site staffing and division of labor

3. On-site of a furniture factory in Guangdong Arrangement

(1) The layout of the factory exhibition hall and the display of products

(2) The layout of the factory office (reception room)

(3) Factory site Required items

(4) Factory staffing and division of labor

(5) Required items

4. News and public relations planning

5. Food and accommodation arrangements for dealers

6. Schedule of exhibition activities

7. Personnel arrangements and issues to pay attention to

Content

1. Exhibition background

The influence of the Autumn Dongguan International Furniture Fair is playing an increasing role in the national furniture business, and its degree of specialization and scale have attracted the attention of the majority of domestic dealers. With a certain amount of attention from some overseas dealers, the exhibitors’ brands have been rapidly improved. What is certain is that choosing such an international furniture industry exhibition is a correct decision for a company in Guangdong to comprehensively enhance the image of a furniture company in Guangdong and launch a new mid-to-high-level brand. After market planning and product positioning, a certain furniture company in Guangdong presented "XX" - "Building China's No. 1 Youth Furniture Brand" to external media and domestic furniture dealers. It is expected to receive good results.

After preliminary research on the youth furniture market and analysis and prediction of the overall development trend of domestic panel furniture, the "corporate image" and "brand image" of a certain furniture in Guangdong were positioned as follows. The image positioning of a certain furniture company in Guangdong is: a professional manufacturer of mid- to high-end panel suite furniture (without limiting future growth in the production of adult suites); the brand image of "XX" is: emphasizing the concept of healthy growth of young people, combined with modern panel furniture production technology Made of mid-to-high-end youth furniture. At the same time, the integrated marketing communication slogan is "creating the first brand of youth furniture". A furniture brand in Guangdong advocates a lifestyle for modern teenagers to grow up, but it is not just an empty slogan about the quality of teenagers who are excellent, healthy and environmentally friendly. In terms of brand connotation, it pays attention to the impact of furniture on the psychological growth of teenagers and pays attention to satisfying the growth process of teenagers. spiritual and psychological needs. In order to better expand the brand influence, a certain furniture company in Guangdong can refer to this plan and carry out strong marketing communication SP activities based on the actual situation.

(1) Integrate the company’s core products

After market research and combined with the current situation of a certain furniture company in Guangdong, it is suggested that after the new brand XX Youth Furniture succeeds as the main brand, there will be opportunities to extend to the adult color set series. Panel furniture will become one of the mainstream furniture in the past 10 years and will continue to be popular. Therefore, in the longer term, corporate strategy must take into account the expansion and development strategy of the modern environmentally friendly panel furniture industry. In accordance with this business strategic direction, we will gradually develop the enterprise and establish core product lines and reasonable brand extensions. The core competitiveness and development ideas of the enterprise are shown below.

(2) Formulate successful investment policies

In order to do a good job in attracting investment at the exhibition, attract enough dealers to visit the factory for on-site inspections, trap these dealers and sign orders, and adjust existing Investment policy, the following franchise store franchise policy is formulated as a reference for Guangdong furniture during the investment fair and later franchise operations.

Who will be the rising youth furniture brand in 2008?

————A certain furniture company in Guangdong strives to build the first brand of youth furniture

We believe that franchisees are the protagonists of market construction and expansion of a certain furniture product in Guangdong, and more importantly The support point for the "XX" brand to become bigger and stronger. A certain furniture company in Guangdong will provide all-round and strong support to dealers in various regions across the country, because we have always insisted: supporting franchisees means supporting the expansion of the market.

2007 is the strategic development year of a certain furniture company in Guangdong. For this reason, we have specially launched: "XX" national manufacturer win-win strategic franchise policy. During the exhibition, customers who signed contracts will enjoy the following win-win franchise policy support, from multiple perspectives such as stores, goods, and funds. Completely allow franchise investors to operate and manage easily and worry-free.

A. Franchise policy support:

1. Strong three-dimensional advertising support

A certain furniture brand series in Guangdong will be based on the actual conditions of each franchisee region. , selectively promote the brand on local satellite TV, local advantageous print media (such as newspapers, magazines), large-scale furniture exhibitions targeting consumers, etc., to provide strong support for the brand market; and coordinate national marketing communication promotion Work, regional advertising plans and promotion plans are formulated in consultation with regional agents and franchisees;

2. Brand image support

The company grants dealers and franchisees the right to use the brand, quickly Significantly improve store image and sales image appeal. Provide a nationally unified store image, CIS manual, store business training manual, opening auxiliary materials, employee management, etc.;

3. Store decoration support

Provide domestic first-class store decoration model , fully reflecting the high-end image of the store. Store decoration plans, 3D renderings, construction drawings, and detailed information on decoration materials are provided free of charge; the company provides decoration subsidy support to franchisees who can meet specific requirements (such as flagship store requirements, etc.). If dealers increase their order quantity, they can also enjoy purchase rebates.

4. Store auxiliary goods support

The company provides certain specifications and quantities of light boxes, special business cards, light box films, posters, advertising inkjet paintings, and POP paintings required for store opening at cost prices. , shopping bags, opening gifts and other items, and will be uniformly distributed by a furniture company in Guangdong for free; you can enjoy a 50% discount on the required items when you distribute the goods (the discount for ordering during the exhibition can be accumulated);

5. Operation training Support

A furniture company in Guangdong implemented an advanced international chain franchise business management model and established a dedicated brand manager for management. We will provide comprehensive auxiliary training on necessary professional knowledge for store managers and employees. Trainers will be on-site to train franchisees and salespersons, explain sales techniques, retail monopoly characteristics, and guide product display, replenishment, ordering and other aspects of knowledge, in a short time Quickly enjoy modern professional and advanced retail and service management experience. The company headquarters holds management courses, customer management knowledge, and store manager training courses from time to time;

6. Goods allocation support

The company has already operated a mature, scientific, reasonable and advanced logistics allocation system. Enjoy thorough and fast distribution services, which can ensure the timely arrival of customers' supply and accurate communication of product-related information; the distribution of products and the generation of customer orders strictly follow the company's business strategy, and carry out reasonable combinations to ensure customer profitability; the company's marketing department Based on the human geography and consumption differences in the national market, we pay close attention to the sales and inventory conditions of franchisees, and provide timely cross-allocation of goods to reduce inventory risks. This allocated goods are not included in the exchange rate of the contract;

7. Back-up and worry-free product research and development support

The existing furniture styles of a furniture company in Guangdong are of the first-class domestic design level. At the same time, the company's design center guarantees the timely launch of a Guangdong youth furniture brand series that is in line with market consumption trends, and develops a series of combination products that are in line with the market;

8. Exclusive to the regional market

Formulated by the company headquarters Rigorous and thorough regional barrier division policies, and the use of effective technical means to protect the interests of agents and franchisees in each region;

9. Customers who place orders and pay deposits during the exhibition period will enjoy a 50% discount on the purchase amount. Offers, we promise: it’s not a complicated rebate numbers game.

B. Dealers with priority in signing orders during the exhibition will receive more preferential policies:

1. Brand credit support

A furniture company in Guangdong learns from commercial banks The management method is based on the industry's first capital credit management method for a certain furniture dealer in Guangdong. The company headquarters will give each merchant corresponding credit rating classification and support based on the sales and reputation of each merchant, and formulate financial reward mechanisms such as payment and store to solve franchisees' problems. Capital chain issues in operations.

2． Jointly build a flagship store and provide strong operation and management support

Recommend customers who meet the standards of the flagship store. The company wholeheartedly implements unified flagship store brand management. The company provides a complete management system, annual operation management plan and marketing center personnel. Visit regularly to provide brand management strategies and provide comprehensive follow-up services. The marketing department collects sales intelligence on a daily basis and uses computer data mining and analysis to continuously understand the situation of products sold in various regions and make the fastest response to consumer market behavior to improve product standards, sales levels, and franchisees' profitability. Such as "2008 annual marketing plan support" and "carrying out various promotion and promotion activities".

3. Store display training for brand franchise stores

The proliferation of ordinary advertisements causes a sharp loss of memory, while store promotions are the driving force for actual sales through face-to-face communication between products and consumers, and have the effect of "touching the door" Unique charm. Therefore, using various in-store marketing methods (brand franchise store store display training) to make consumers stay longer in front of product shelves, experience feelings, and promote purchases has become one of the focuses of modern commodity competition.

4. Annual gold medal salesperson training program support

A Guangdong furniture company will use the training and guidance knowledge of Jinyan?winner, a well-known domestic furniture industry brand marketing strategy agency, to assist each flagship store standard dealer to create annual gold medal salespersons. Because we believe that excellent salespersons are the first-line foundation for dealers and Guangdong Furniture Co., Ltd. to make profits together. At the same time, it is also our responsibility to make the salespeople's careers successful. Let employees participate in the business of the company's co-operation, and they will be able to do so in the future. Is also your qualified store manager and backbone.

(3) Tailor-made development of supporting exhibition marketing tools

After the first stage of market research and the second stage of overall exhibition planning, Jinyan Company will base on the existing furniture of a Guangdong company. According to the situation, we can tailor the exhibition marketing tools. Such as "Investment Promotion Special Issue", "Picture Album", "Foldout", "Franchise Manual", "Investment Promotion Conference Planning", etc.

2. Exhibition site arrangements

(1) Booth design

The exhibition hall design work will be completed before August 5, 2007, by a company in Guangdong Design completed.

(2) Selection and placement of exhibiting products

The selection of exhibiting products will be determined before August 20, and the placement of the goods will be completed on September 1 and 2.

(3) Items required on site

1. 300 copies of the "Investment Special Issue" for a certain furniture in Guangdong;

The "Investment Special Issue" is responsible for the Jinyan Planning Company The planning and design were completed in the marketing tool development stage in mid-August 2007. The furniture was printed by a professional printing manufacturer in Guangdong, and the printing was completed before August 20, 2007.

2. 500 business cards (5 boxes) of "Dongguan Guangdong Furniture";

Among them, 300 business cards of Mr. Zhao and 200 business cards of each of the 2 sales managers. Preparation work To be completed before August 20, 2007.

3. A small sign with "Please give me your business card";

This work will be implemented by the sales back office.

4. A tray for holding business cards;

This work will be implemented by the sales back office.

5. Guests will sign in in a notebook;

This work will be implemented by the sales back office.

6. One counter;

The counter is used to place the above items. This work is implemented by the sales back office.

7. A set of speakers;

Used to play music and create an atmosphere. This work is implemented by the sales back office.

8. 1 water dispenser, 500 disposable water cups, 5 barrels of slightly higher-grade purified water;

9. Three sets of exquisite cloth samples;

10. 100 copies of the "Guangdong Furniture" product brochure;

Photographed by a professional product photography company, designed and produced by Jinyan Company, and printed by a professional printing company for a Guangdong company, on August 25 Completed today.

11. 10 orders for furniture products in Guangdong and 100 franchise contracts for a furniture dealer in Guangdong;

Prepared by the sales back office and completed on August 10.

12. Gifts.

A) All dealers who participate in the on-site furniture investment fair of a Guangdong furniture company will be lucky enough to receive a small exquisite gift. The gift is a fashionable MP3 player with the logo of a Guangdong furniture brand brand printed on it by laser.

B) Dealers who visit the factory and sign a contract can win a lottery set of a children's Snoopy brand stationery set from Guangdong.

C) Consult on-site at the exhibition hall or give a pair of poker cards to customers with certain intentions (the outer packaging has the logo and slogan of a Guangdong furniture brand).

D) 300 gift bags. Printed with the logo of a certain furniture in Guangdong (front and back), contact number and factory address (printed on the front and back), it will be delivered by the sales manager.

(4) Staffing and division of labor at the exhibition site

1. Etiquette.

There are 4 etiquette ladies. Two etiquette ladies are arranged to stand at the two entrances and exits of a furniture booth in Guangdong, one on each side. They are mainly responsible for distributing promotional materials to passing dealers and inviting passing guests to enter. Visit products in showroom. The other two people are responsible for receiving dealers at the reception desk, and asking dealers entering the exhibition venue to leave their business cards, or inviting guests to register their names, shopping mall addresses, phone numbers, etc. in the guest sign-in book. The etiquette lady wears a uniform costume (youthful girl color suit) and wears a "Guangdong Youth Furniture" ribbon. The entire costume must be elegant and fit. The relevant work of the etiquette lady will be implemented by the sales manager and completed before August 15, 2007.

2. Business negotiators

It is recommended that Mr. Zhao personally lead the team and lead 5 people to negotiate with interested dealers at the exhibition site, and try his best to invite and lead the dealers to sit down Get on the shuttle bus. If there is time, Jinyan Planning Company can come to the site or provide telephone consultation to assist in dealing with temporary and difficult problems. Each designated regional manager is responsible for ensuring that interested dealers visit the manufacturer's showroom and facilitate signing of contracts.

(5) Outdoor advertising at the exhibition site

Carry out product display activities in the square outside the exhibition hall: For specific activity plans, see the "News Public Relations and Media Placement Strategy" below. This work will be implemented by a participating group in Guangdong before August 15th, and the host will be determined before August 20th, 2007, and the host will formulate detailed plans for the event.

3. On-site arrangements at the "Guangdong Furniture" factory

(1) The layout of the factory exhibition hall and the display of products

This work is carried out by the sales back office The implementation was completed with the assistance of Jinyan Planning Company.

(2) The layout of the factory office (reception room)

This work is completed by the sales back office with the assistance of Jinyan Planning Company.

(3) Items required on the factory site

1. Place an inflatable arch at the gate of the factory or hang a banner with red background and yellow characters, saying "A certain furniture company in Guangdong warmly welcomes new customers." Old friend!". This work will be implemented by the sales back office before August 25.

2. Place two vertical flower baskets at the door of the factory office.

This work will be implemented by the sales back office before August 25.

3. Place two vertical flower baskets at the entrance of the factory exhibition hall.

This work will be implemented by the sales back office before August 25.

(4) Factory staffing and division of labor

1. Two receptionists in the factory exhibition hall, responsible for receiving customers and explaining products to dealers when they visit the factory exhibition hall. Ask questions and act as a "tour guide". Choose young employees who speak Mandarin and have good voices, and familiarize themselves with common knowledge about domestic panel children's furniture, adolescent panel furniture and the healthy growth of adolescents in advance.

2. Mr. Zhao leads 2 business negotiators, who are responsible for unified negotiations and signing of contracts after dealers visit the factory, and signing of letters of intent with enterprises.

(5) Required items

200 copies of the "Investment Special Issue" of a furniture company in Guangdong, exquisite samples, 100 business cards of a furniture company in Guangdong, and a product album of a furniture company in Guangdong , a guest sign-in sheet, a tray for business cards, a small sign saying "Please give me your business card", a water dispenser (exhibition hall in the factory), disposable water cups, 5 barrels of purified water, an order form for a furniture product in Guangdong, Furniture dealer franchise contract and other items.

4. News public relations and media placement strategy

1. News media public relations. News and public relations are currently the golden rule for domestic enterprises to choose low-cost brand promotion and consolidation.

You can take the opportunity of appearing at this exhibition to make appropriate news and publicity. You can contact reporters in advance from Dongguan's "Furniture & Mainstream" and other industry magazines for on-site interviews; "Factory Manager Daily" and "Consumer News" (online media) do interviews with the general manager. The next month's publication included a half-page national investment advertisement, accompanied by a full-page interview with the general manager of a certain furniture store in Guangdong, Dongguan, and then purchased 300 copies of the magazine as a marketing tool for the "Guangdong Furniture" store in the future. It serves to consolidate marketing communications in the later stages of the exhibition and plays a role in news and public relations.

2. On-site event planning. Based on the characteristics and current situation of a certain furniture product in Guangdong, organize an on-site event of a certain scale, mainly for dealers, and record the theme of taking photos for public relations purposes.

The details of the activity plan are:

(1) Two inflatable cartoon characters, with stickers saying "a certain furniture in Guangdong" and "creating the first furniture brand for teenagers". Cartoon characters are displayed back and forth outside the exhibition hall.

(2) The main content of the activity: singing (mainly dynamic dance music and popular youth songs), dance performances, sketches (such as the brand story of "XX", etc.), showing the vitality and "so-and-so" of young people "XX" high-end brand image.

(3) Invite a "youth group" and a band to perform, preferably one girl and one boy, to perform youth song and dance programs, with the purpose of attracting dealers to visit and promoting the corporate culture of a Guangdong company.

(4) The detailed sequence of the performance will be determined by the host.

(5) Time: September 6: 10am-11am; 2pm-3pm, 4pm-5pm. September 7: 10 am - 11 am; 2 pm - 3 pm, 4 pm - 5 pm. ***Six sessions, divided into one in the morning and two in the afternoon, each lasting about an hour. At the event, a company in Guangdong prepared customized "XX" toys, which were interspersed with prize-winning quizzes to liven up the atmosphere.

(6) The person in charge of the activity shall be designated by Mr. Zhao to be responsible for the conduct of the activity and coordination of related matters.

(7) The booth is designed as a 3M*5M display and performance platform.

(8) Activity slogan: So-and-so—I like it! The on-site host reminded and asked the participants to shout this slogan, which promoted a warm and popular brand image.

3. Other available news media (can be applied to product descriptions in investment advertisements)

Free online media, publish advertising and investment information, and release product special price information. To enhance the popularity of certain youth furniture, the theme is "Physical and Mental Healthy Growth" and highlight "Creating the No. 1 Youth Furniture Brand". Join the company's vision of "Asia's No. 1 Youth Furniture Brand" to demonstrate the development direction of a high-end brand furniture.

5. Food and accommodation arrangements for dealers

The sales manager will contact the hotel in advance, contact the on-site staff at the exhibition hall for takeaway lunches during the exhibition, and designate a good salesperson The assistant is responsible for the dealer's overnight meals and accommodation after arriving at the factory. The overall arrangement is negotiated by the sales manager and assistant to complete an exhibition reception plan, which is handed over to Mr. Zhao to designate according to the specific conditions of the manufacturer. Things that need to be paid attention to include car transfers from the exhibition center to the manufacturer, arrangements for rest, food and accommodation after visiting the exhibition hall of the manufacturer, and appropriate entertainment activities in the evening. In short, to capture an interested customer, you must find a way to retain it until 7 No. pm.

6. Full schedule of the exhibition

Please see the “Attachment” for the schedule during the exhibition period

7. Personnel arrangements and issues to pay attention to

(1) Specific arrangements for personnel

All personnel are scheduled by Mr. Zhao. Mr. Zhao is mainly responsible for on-site work at the exhibition and reception work in the factory; other staff are responsible for problems that cannot be decided or are difficult to solve. Ask Mr. Zhao for instructions on the problem. In this way, the requirements for receiving customers are relatively clear, and it is not easy to make mistakes in connection and miss people. (This method has higher requirements for reception staff. It is hoped that reception staff in the factory will be familiar with all business processes and become fully proficient after one week of intensive training).

(2) Other issues for attention

1. During the exhibition, you must pay attention to the uniformity and neatness of the reception staff's clothing. It also requires security personnel to strengthen the management of the factory during the exhibition and be mainly responsible for arranging the entry and exit of vehicles. In this way, "Guangdong Furniture" will leave a better impression on dealers and truly feel that Guangdong Furniture is a management standard. of powerful enterprises.

2. Reception staff must maintain information exchange with each other, communicate in a timely manner, and achieve the best reception work.

3. Workers in the factory must pay attention to personal hygiene, clean clothing, pay attention to their speech, and do not laugh and laugh in the factory. It is best not to walk back and forth in the office and exhibition hall.

4. Pay attention to the cleanliness and tidiness of the factory and exhibition hall, and have someone responsible for cleaning regularly every day.

5. The placement of all items in the factory must be standardized, and no random piles or misplacements should occur. At the same time, attention must be paid to preventing accidents such as fires.

6. The toilet must be kept clean. It is best to deodorize the toilet during the exhibition period. Someone should be responsible for cleaning the toilet regularly every day.

7. During the exhibition, you must pay attention to various situations: prevent the products in the factory exhibition hall from being vandalized

; prevent other companies from going to the exhibition hall to imitate models; and prevent taking photos of mobile phones and products. The album is missing. Pay attention to vehicle parking arrangements.

8. Print a copy of the address book of the staff during the exhibition. All participants must have a copy.