Decoration company plan

Decoration company plan

Decoration company is a professional design company integrating interior design, budget, construction and materials. The following is the decoration company plan shared by J.L. You are welcome to continue to visit (www.oh100.com/chuangye) for more hot entrepreneurial projects.

After more than ten years of development, XX has a very high reputation in XX and even XX. However, XX Decoration Co., Ltd. only entered XX in XX. Due to insufficient time to enter the XX market It has been around for a long time, and has not done very good advertising, and its popularity is not very high. Currently, there are many decoration companies in the XX decoration market, among which the most influential ones are XXXXXXX, etc. At present, the XX decoration industry is in a rising stage, and ** is facing strong competitors. It is urgent to carry out XX brand building and large-scale marketing activities to seize the XX home decoration market.

Target consumer group analysis

Consumer group positioning: XX, XX branch took high-end income groups as an important target in XX, and the effect was not very satisfactory. According to the 20XX customer structure analysis of XX Decoration XX Company, the working class accounts for about 50% of the total customers. Comprehensive analysis shows that the main target consumer group of XX decoration should be the mid-range income group, that is to say, it is mainly mid-range, taking into account both the high and low ends.

The target consumer groups are divided into three categories. The first category is the mid-range consumer group, aged between 28 and 35 years old. They are the mainstream of the city and account for the largest proportion of the population. They are relatively People with stable jobs and fixed incomes pursue low-cost and high-quality decoration choices, so we must target this first group of people as the key promotion target, and focus on the XX decoration style (fashion, avant-garde, artistic, humane) in advertising ization), and the slogan must be that high quality does not mean high price. The first category is our main advertising and promotion goals.

The second category is the high-end consumer group, aged between 35 and 50, senior white-collar workers from foreign companies and joint ventures, private business owners, leaders of state-owned enterprises, and senior civil servants who are financially wealthy and have fixed assets. This type of people are relatively well-off financially and will not care too much about higher prices as long as the decoration is of high quality.

The third category is the low-end consumer group, which is the low-income working-class families in the city. Currently, this group of people also accounts for a large proportion in the XX home decoration market. What they value more in decoration is simplicity, comfort, and style. Cheap. Therefore, we need to carry out targeted advertising, and when advertising among this group of people, we must pay attention to the real price of decoration. The price should be lower than that of similar decoration industries, and at the same time, the quality of decoration must be guaranteed. , in terms of service commitment, consumers should be reassured and have no worries.

Marketing strategy

The high-end is for image, the low-end is for market, and the mid-end is for profit.

Advertising strategy

1. Brand building and marketing are combined with equal intensity.

2 Integrate various resources to form an integrated force.

3 Brand building and marketing echo each other to form a powerful system project.

4. Advertising must be targeted to prevent dispersion of power.

5. The advertising content should highlight "differentiation", that is, highlight the advantages of XX decoration, and strive to use clever publicity to build XX decoration into the leading image of the XX decoration industry, and pay attention to its X style Describe the style in detail.

6. The advertising style should be grand and shocking.

Media selection

1. Newspaper soft articles and rigid advertisements.

2. TV specials.

3. VCD disc.

4. Outdoor advertising (including outdoor billboards, light boxes, temporary outdoor advertising)

5. Store sign

6. DM leaflet.

7. VIP membership card.

8. Community promotion.

9. Exhibition and sales activities.

Based on the above advertising strategy, the following advertising plan is formulated:

Marketing plan

Advertising is divided into two focuses, namely brand building and promotion activities at the same time.

1. Brand Building

Option 1 Newspaper Advertising: First, cooperate with Jiangnan XX Newspaper or XX Newspaper and XX Evening News to create a column with the theme of "New Home" and "New Life". The content To cover all aspects of home decoration. For example; answers to problems encountered in home decoration, knowledge about home decoration materials, home decoration design schools, etc. XX professional designers will give you special answers. At the same time, some knowledge about home decoration and maintenance will be introduced.

At the same time, we are doing XX newspaper print ads, mainly doing XX image advertising. The main appeal points are: founded by XX, it is the pride of XX people, and has won many national awards, as well as? Reliable quality, design Unique, comprehensive service, guaranteed materials, reasonable price? etc.

Option 2 Store advertising: Select 40 stores on the main streets of XX for sign advertising. Requirements: There must be at least one or two store signs on the main streets. The density of bustling streets is relatively higher than that of remote streets. The launch starts in early May. The store sign is designed to highlight the XX logo and XX slogan. Leave the decoration to us and you can go to work with confidence. The background color of the store sign is **.

Option 3 Outdoor advertising: Launched at the same time as the ** store promotion, it is recommended to publish outdoor advertising around the three major sections of XX, XX and XX. Among them, the XX and XX sections are equipped with large-scale rooftop spotlight advertisements, and the XX section is equipped with light boxes. Outdoor advertising can quickly establish the brand image of XX Decoration.

Option 4: Invoice advertising: Generally, consumers who eat in mid- to high-end hotels will consciously ask for invoices. If XX decorative advertisements are printed on the invoices, it will have an unexpected effect. Invoice advertising has two advantages: first, it has a large circulation and quantity, which is conducive to expanding its influence; second, it is highly targeted: generally those who come to the hotel and ask for invoices have a certain spending power, or have the right to do so. , or have money, are all our target consumer groups. In this way, advertising is very targeted and can be "targeted."

Option 5 Elevator advertising: Office workers in high-end business buildings generally belong to the middle-to-high-end income class. Elevator advertising should be done in the elevators of the building (strive for simple text, exquisite workmanship, impactful pictures, and be able to Attract the attention of people riding the elevator at the first time and leave a deep impression for a long time),

Option 6: Industry publication advertising: High-end consumers often travel due to work, so this is the preferred means of transportation for business trips. It should be an airplane. In view of this feature, XX image advertisements should be made in newspapers and publications given by XX. Also very targeted.

Option 7 TV feature film advertisement: XX Decoration, as a first-line brand of XX home decoration, has first-class decoration quality, advanced decoration concepts, and very attractive corporate culture, but most of these are not understood by Nanchang citizens. And these cannot be explained clearly in a few words. For this reason, it is necessary to let Xingyi's engineering speak and let Xingyi's users speak. It is recommended to produce a series of TV special films, divided into "Quality Chapter", "Material Chapter", "Technology Chapter", "Concept Chapter", and "Design Chapter" ?, ?Comprehensive chapter? Six episodes, each episode is five minutes to 30 minutes, broadcast on non-prime time on TV stations. Later, XX feature films were made into VCDs and distributed in a targeted manner.

Option 8 Soft article advertisement: Publish soft articles continuously in newspapers based on the content of TV specials.

Option 9 DM leaflet advertisement: Cooperate with the XX Postal Delivery Bureau (or with the newspaper publishing department) to print the beautifully printed **DM leaflet (with the XX decorative discount gold card printed on it) with a purpose Delivered to the mailbox of mid- to high-end real estate users. This form of advertising is also very targeted.

The above plans must be carried out in a coordinated manner, and the advertising and publicity must achieve unity in brand building and consistency in service commitments.

2. Marketing

Marketing activities should be carried out simultaneously with the construction of brand image. In response to the fact that ** is not very well-known in the ** market, while establishing a brand image, we must also launch strong marketing activities accordingly.

Marketing activities should target the first target consumer group: middle-income families. Most of these consumer groups are office workers with stable incomes and relatively high levels of education. They hope to reflect a high-grade style during the decoration process, but do not invest too much in decoration costs. Therefore, targeting this type of target consumer group Our marketing appeals are: "High quality does not mean high price" and "Feel the charm of Cantonese style home decoration at local home decoration prices." ?

The second type of target consumer group: high-income families. This consumer group lives a prosperous life and does not have to worry about funds. When decorating, they pay more attention to luxury, fashion, and high-grade decoration styles. Therefore, the advertising requirements of this consumer group are high-grade, high-quality, and high-grade. First-class service, giving every high-end owner a five-star home?!

The third target consumer group: belongs to low-income working-class families. In advertising, we must reflect Xingyi’s Humanistic care, emphasizing quality, launching "working-class home improvement solutions". Advertising appeal points: "Home decoration consumption at food stalls, hotel-level home decoration services".

The following is explained in three aspects:

Joint promotion

Strategy 1: Cooperate with well-known brand air conditioner dealers (such as Haier air conditioners) to carry out sales Haier air conditioner, give away XX decoration gold card worth 2,000 yuan? activity, using the peak sales season of air conditioners to promote the market promotion of XX decoration.

Strategy 2: Mid- to high-end hotels, nightclubs, and saunas are all leisure places for middle- and high-income people. Establish friendly cooperation with these consumption places, and distribute XX decorative VIP gold cards through these consumption places.

Strategy Three: Establish a cooperative relationship with China Mobile and China Unicom, and provide XX Decorative VIP Discount Gold Cards to large customers of China Mobile and China Unicom.

Community promotion

For properties with a considerable occupancy rate, cooperate with the community property management department to conduct community promotion activities to build momentum for large-scale marketing activities.

Promotion form:

(1) Put up a ? logos and slogans).

(2) The company sets up a booth at each community event to provide on-site decoration consultation.

(3) Set up rainbow doors, background boards, and exhibition boards (model room display) at the event site.

Promotion time:

One week is appropriate. The time arrangement is carried out in the middle of the large-scale activities on May 1st and October 1st, which serves as a link between the past and the future.

Specific matters:

1. The purpose of community promotion is to cooperate with large-scale promotion activities, so the design of advertisements mainly highlights the advantages of XX Decoration and reflects the differences with its peers in the decoration industry. , and also inform XX Decoration of the time and location of large-scale promotion activities and specific preferential items.

2. Staffing: Each community is assigned a professional designer and two to three staff members to assist in distributing leaflets. Pay attention to the etiquette and uniform dress of personnel.

3. Number of community promotions: 20 communities are planned.

4. Community promotion time: late X month, X month, X month, X month, XX year.

New real estate strategy

The purpose of the new real estate strategy is to carry out multi-faceted and multi-level brand penetration of XX decoration for new properties. After looking at a house and buying a house, consumers must think about decoration. When they are about to "doze off", someone suddenly sends them "pillows", which will play a very good role in XX's brand building and marketing promotion.

Specific implementation plan:

(1) Select several relatively high-grade real estate sales departments (XXXXXX Villas, etc.) to cooperate, that is, purchase a house from each buyer Consumers were given a XX Decoration VIP Gold Card worth RMB 3,000, and promised to return RMB 3-5 to the sales department for every home decoration business completed through cooperation.

(2) Free brochures and leaflets will be produced for new properties, provided that the XX Decoration logo and phone number are printed on the signboard of the property.

(3) Install a large rainbow door when a new building is opened, with the words "XX Decoration Congratulations" on the building's completion ceremony and smooth opening written on it.

(4) Distribute brochures (folders) to buyers at the grand opening of new properties, reflecting XX decorative style (fashionable, avant-garde, artistic). In addition, while delivering picture albums, a professional designer can be arranged at each real estate site to answer the problems encountered by residents during the decoration, and 2 to 4 friendly "XX image ladies" wearing XX printed on them can be arranged. Logo-embellished apparel to attract consumers' attention.

Large-scale promotion and public relations activities

Large-scale promotion and public relations activities are the highlight of the marketing plan. To establish a brand image of *** in XX, *** decoration is inseparable from successful promotion and public relations activities. Since large-scale promotion and public relations activities involve large capital investments and involve many aspects, they are relatively difficult to implement, so careful planning must be done before implementation. This must take into account the budget of funds, the allocation of personnel, the time and place of the event, the focus of promotion and the distinctive theme. The most important thing is how to organize it? In what form can we maximize the mobilization of goals? What is the enthusiasm of the consumer group to participate? How can we achieve the most satisfactory advertising effect as expected?

In order to better establish the brand of XX Decoration in XX and increase its business volume, we are preparing to implement multiple large-scale activities. The purpose is to make XX Decoration a hit in XX and eventually become the leader and evergreen tree in XX home decoration industry.

Activity 1: "Passionate Month" XX gives working people an artistic home series of activities.

?XX? is a holiday for working people all over the world. All walks of life choose ?XX? as an important link in marketing, and ** is no exception. The purpose of using ?XX? The working people of XX City are an artistic home.

Time: From X to X

Location: At the entrance of XX Square (to be determined)

Theme: Giving working people an artistic home

On-site decoration: rainbow door, balloons, display racks, speakers, carpets, background boards, event notification boards, etc.

Activity content:

(1) On-site consultation with gold medal designers.

(2) Free tour of** model house.

(3) Guess with prizes!

(4) Various interactive game activities!

(5) Small theatrical performance

(6) Big draw for contracted customers!

(7) Issue XXVIP membership gold cards.

Advertising rendering:

Outdoor advertising: Temporary outdoor advertising is released on the south wall of Walmart in the square.

Newspaper advertisements: XX Evening News, XX Evening News, XX Daily News, etc. all publish invitation letters (invitations) at the same time to invite owners to participate in a series of activities.

DM single copy: Issue 50,000 copies of DM direct mail, and deliver the invitation letter (invitation) directly to the mailbox of the owner's home.

Advertising copy:

XX Decoration, a national first-line home decoration brand, was founded by XX people and is the pride of XX people. Its distinctive X-style style, unique design, first-class quality and perfect service have attracted countless mainland owners. Now, she has returned to XX to benefit the people of XX.

In this annual XX Festival, a festival for working people all over the world, XXXX points

The company holds a series of activities on XX? Give working people an artistic home? During the event?

1. All model workers across the country will be decorated at zero profit.

2. All provincial model workers will receive discounts.

3. All city model workers will receive discounts.

4. Anyone whose name contains the characters "X?

5. Anyone whose name contains the character "X" or "X" will receive a discount.

6. All other participants will receive a discount.

Activity 2: Fantasy X Month XX Cup? I Want to Have a Beautiful Home Children’s Painting Competition

June 1st is a festival for children all over the world, parents all over the world We all wish the children to grow up healthily. **We will hold a XX Cup during the ?X? *?A great way to gain visibility.

Time: The details of this event will be published in the newspaper in mid-X in the early stage. On the day of X?

Theme: I want to have a beautiful home?.

Location: XXXX

On-site decoration: rainbow door, balloons, chairs, tables, background boards, event notification boards

Judges: Report with XXXX (or others Newspapers), in their name, invited celebrities in the XX painting industry and authoritative art professors from major universities to jointly serve.

Advertisement rendering:

Newspaper advertisement: The details of this competition will be published simultaneously in XX newspaper.

Online advertising: Contest instructions will be released simultaneously on the XX hotline and Jinshi.com.

DM leaflet: Distribute 2,000 copies of DM directly to kindergartens and primary schools.

Advertising copy:

***Welcome all children who are interested in painting to participate in the Nanchang ** Cup? I want to have a beautiful home? Children's painting competition, the competition is divided into two ages Section progress: The first group is the children's group (5-8 years old); the second group is the juvenile group (9-12 years old). The top three in each group will be selected.

The winners will be awarded certificates of honor and generous prizes:

First place: 1,000 yuan in cash plus zero-profit decorations.

Second place: 800 yuan in cash plus a discounted decorative card.

Third place: 500 yuan in cash plus a discounted decorative card.

Months to do.

Activity three: ***?Warm September?,?Brilliant October?serial series of activities.

The Mid-Autumn Festival on August 15th, Teachers’ Day on September 10th, and National Day on October 1st are coming one after another, which is the peak promotion season for various products.

It is planned to hold the largest series of events based on the previous events. It is mainly to connect several festivals in order to push the marketing activities to a climax.

The activity is divided into three parts.

The first link: a large-scale essay solicitation activity for the endless stories of "family" in Xingyi Cup.

During the Mid-Autumn Festival on August 15th, *** focused on the "family" and launched a large-scale essay collection activity called "The Story of the Family" that cannot be told in the Xingyi Cup.

Advertisement rendering:

Newspaper advertisement: Nanchang Evening News, Economic Evening News, Information Evening News, and Jiangnan Metropolis Daily have released detailed instructions for prize-winning essay contests.

Website advertising: Publish prize-winning essay content on relevant websites.

DM leaflet: Cooperate with the post office delivery unit to distribute competition registration forms and related activity details in mid-to-high-end residential areas.

Advertising copy:

Every owner who has bought a house will always have an unusual decoration story. Only he can understand the ups and downs in it. In order to let the majority of owners have a A platform for communication, it also gives people who have a special interest in literature a chance to express themselves. The theme of Xingyi is: "Being a Guest**, Endless "Family" Stories" Prize-winning Essay Competition, Let More of people sharing your home renovation stories.

(1) Anyone who is interested can participate, and submissions are welcome.

(2) This competition is not restricted by age, occupation, or region.

(3) The contest starts from the eighth month of the lunar calendar, and the deadline is the Mid-Autumn Festival on August 15th.

(4) The top three in the competition will be selected and generous rewards will be given:

First place: bonus of RMB 1,000 and zero profit decoration.

Second place: bonus of RMB 10,000 and discount on decoration.

Third place: bonus of RMB 100,000 and discount on decoration.

(5) All contributors will receive exquisite souvenirs and enjoy discounts on decoration.

Second link: ?Warm September?Provincial outstanding teachers free tour to Guangzhou!

Advertising copy: September 10th is Teachers’ Day. Teachers are a noble profession. They To cultivate talents for the country, to receive the care of the elders, and to dedicate a love to the hard-working gardeners, we specially organized a number of outstanding teachers from Jiangxi to go to Guangzhou for a free two-day trip during Teachers' Day: all teachers during the event Sign up with *** company and enjoy discounts!

Time: Go to Guangzhou on September 10th and return to Changchun on the evening of September 12th

Location: Farewell held at ** Airport ceremony.

Theme: Warmly send off outstanding teachers to Guangzhou for a free tour.

On-site decoration: drum band, banners, balloons

Advertising rendering: publish news in major newspapers and media in advance, and select a number of outstanding teachers in major universities to send invitations. Special reporters from various news media were invited to the farewell ceremony, and the major news media hyped it up on the day in order to create a sensational effect.

The third link: Brilliant October, **grand family years.

October 1st is National Day, a day of national celebration. There is a seven-day long holiday. People generally go out to play during these days, so ** should seize the opportunity to plan large-scale activities. For ** Marketing will have a big impact.

Time: Seven days of National Day

Location: Bayi Auditorium or the entrance of Fortune Plaza

On-site layout: booth, background board, carpet, temporary changing cubicle layout , speakers, balloons

Activity content:

1. ** fashion show: ** specially held a unique theme of printing ** decorative model house patterns on clothing. The "** model house fashion show".

Fashion design is divided into: fashion, classic, simplicity, luxury, details and comprehensive. This kind of activity is very unique and will definitely cause a sensation in Nanchang!

2. Party activities: *** company and owners have an on-site party.

3. On-site consultation activities.

4. Other activities.

Advertising rendering:

Newspaper advertising: Publish news in Nanchang Evening News, Jiangnan Metropolis Daily, and Information Evening News in advance.

Outdoor advertising: Hang temporary curtain advertisements in Bayi Square.

DM leaflets: 10,000 copies of DM leaflets will be printed and distributed in major streets and shopping malls.

Large-scale activities have basically come to an end during the National Day. In the later months of November, December, and New Year’s Day, we mainly do some backup information sorting work for advertising - pay close attention to the information generated by advertising. effect, collect consumer feedback data, and conduct market surveys to evaluate the effectiveness of this planning in establishing brand image and increasing business volume. Certain soft-text advertisements can also be published in newspapers to consolidate the impression of brand decoration in people's minds.

Marketing effect prediction

If the above plan can be implemented smoothly, ***'s popularity and reputation in ** will be greatly improved, and its performance will definitely be much better than last year. Big growth;