Complete marketing activity plan for home building materials

In the home building materials market, customers are not necessarily customers who need decoration. For this reason, I have compiled a complete marketing campaign plan for home building materials. Welcome to refer to it.

Complete marketing activity plan for home building materials Part 1

1. Activity name: Down to Earth? TT Go

2. Summary of other past marketing plans:

1. The methods of many store activities are generally the same. Most of them use some gimmicks and small gifts to attract customers' attention. However, as everyone knows, if small benefits are not everywhere, people will not follow them. But real shopping consumers never care about small gifts, and most of them really want to understand the product quality and cost-effectiveness of the product; while the fake consumers who really come to receive prizes will not have the power to spread the brand after receiving the gifts.

2. There is no precise positioning of customer groups during the activity, and blindly go to communities to market. Many communities where activities are promoted are temporarily decided by event personnel.

3. The promotion methods used in the activities, whether it is making phone calls (telemarketing) or going to the community to stuff coloring pages, are all done in a way that makes others most disgusted, directly irritating customers. , when a customer is disgusted with you and the brand, it will be difficult to accept your product. This will cause a lot of obstacles and troubles to the development and progress of the activity. There is no benefit in going against the customer.

4. The execution of activities is mostly a grass-roots team put together by some stores on a temporary basis, without the overall meaning. In addition, the event staff are just to deal with official matters, and most of them will not be close to an event wholeheartedly. , so there will be huge deviations in execution.

5. After the activities are set, they are mostly carried out in a mechanized manner, without summarizing the activities and proactively discovering and solving problems. ?Ignore that the process of activities is actually a process of discovering and solving problems. The process of activities also requires adapting to changes while the general principles remain unchanged. The activity itself is a process of perfection.

6. It would be wrong to attribute all the failure of activities to execution. In fact, in the final analysis, it is still a problem of the system and structure of the activity. Only with a perfect activity system can strong execution be built. Ensure the perfect execution of the event.

7. The unity of activities is very important. After merchants form an alliance, they become a big group. It is very necessary to take the overall situation into consideration and focus on the overall situation. In addition, it is a cold winter in the home furnishing industry, so everyone should If we hold each other together, TT will prosper and businesses will prosper.

3. Thoughts before the event:

1. Who are our customers? What characteristics do they have? (Locating the customers we need to win can help us understand the needs more accurately. )

In the home building materials market, customers are inadvertently those who need decoration. Customers can be subdivided into: those who are anxious to decorate (the kind of buyers who are anxious to buy a house and decorate it, maybe to get married for their children or to move in a hurry) ; Not too anxious (they bought the house, but are not in a hurry to decorate it, they will choose slowly and have more time to compare); In fact, most of the home buyers purchase the house collectively for some units, and many of them As we all know, decoration is a big thing, and many people will check the decoration status and material selection of their neighbors in the community.

2. What are the real needs of consumers? (Customer needs are our entry point)

Decorating a house is a big deal, and consumers want to choose genuine products that can Products that are usable and of guaranteed quality; in addition, consumers will choose products with high cost performance while meeting their own needs.

3. How can we better communicate with customers about products? (There is an essential difference between what to do and how to do it)

We should use a method that adapts to customers To communicate, instead of making them feel disgusted, we should find the topic that the customer cares about most to attract him, and then give him a perfect encounter and the opportunity to communicate with the customer about the product. In fact, when customers decorate their houses, they are more attracted by the design. Many people are not willing to spend money on design, because it is also a big expense to find a decoration company to design. Many people make some renderings in time, and they are more I am willing to see more design renderings, so design is a very good starting point for communicating with customers.

IV. Purpose of activities:

1. Instead of blindly following activities and overdoing them, we should pursue innovation in activities and use a new way of activities. Conduct a product exchange with customers.

2. Through the brand promotion of TT, let more people understand TT and let more consumers understand TT. We use the correct method to exchange for customer understanding and recognition and introduce TT More customer traffic.

3. Accurate store brand promotion allows the store to tap in-demand customers and gain more transaction volume.

5. Theme of the activity:

1. High achievements and low achievements, just be yourself, it is a worthwhile trip.

2. TT teamed up with a well-known design team and spent millions to recruit 1,000 owners to design for you for free, come to you for free measurements, and produce design renderings for free.

3. If you are not short of money for decoration?, TT cooperates with XX Bank to provide "decoration loans" for decoration users. Are you still worried about the money for house decoration? If you are short of money for decoration, come to TT.

4. Each merchant participating in the alliance will launch a special price model. The popular model can be limited, but it must be given an ultra-low price and an unprecedented price to attract attention.

5. Anyone who orders products from the merchants in this alliance can enjoy a discount. The first product will enjoy the lowest discount. If you continue to purchase the second product, you will get the lowest discount. At the same time, here On top of that, you can enjoy an additional 5% discount. The more merchants the same customer orders products from in the TT Merchant Alliance, the more they will save.

6. It’s no big deal to buy home appliances when shopping. It’s no big deal to enjoy free shopping. Buying cars when shopping at TT is a testament to the brand and strength. Thank you and give back to us with a sincere heart. client.

6. Activity time:

Including activity time, duration, publicity time, and implementation time of the activity.

7. Activities objects:

Accurately designate some communities, preferably properties that are ready for renovation and properties where keys will be handed over in a centralized manner. Carry out precise strikes and in-depth excavations in these communities, making them broad, deep and thorough.

8. Activities carried out:

1. Dedicated personnel to coordinate the property management of the community, open up the property links by sponsoring community equipment, or directly cooperate with the person in charge of the property, and negotiate well in the community Promote the event and set up booths in the community to clearly tell the property management that we will not send out color pages or flyers and will not affect the order of community management. We should handle the relationship between the community and property management well to facilitate long-term cooperation. (Because many shops here have a certain degree of harassment to property management and owners, the control here is very strict.)

2. Let each community display inkjet paintings and posters of this event. The exhibition booth introduces the purpose of this event to past owners, allowing owners to receive free designer cards by logging in accurate information. After receiving them, they can participate in free design activities.

3. Door-to-door measurement and dedicated business accompaniment, communicating with customers at their homes, chatting about decoration topics, in-depth exploration of customer needs, establishing files on customer needs, and accurately locating customers consumption level and consumer demand.

4. Collect customer decoration information through the property management, do not harass by phone, inform customers of the event content by sending text messages, and accurately inform customers of the highlights of the event, so that customers can understand the theme of the event and be able to Have the right to choose your own communication.

5. You can also join the customer WeChat as a home decoration consultant, because many people’s mobile phone numbers are WeChat. You can also join the community QQ group, because many communities have their own groups of owners to promote this book. activities.

9. Material preparation:

1. TT design card, customer profile table

2. Alliance unified color page, promotional materials, which can be made into a decoration guide Book style

3. Large-scale spray-painted display stand to attract the attention of owners and understand the theme of the event

4. TT unified handbag

5. Tables for display

6. 10. Activity system:

This activity adopts a points addition and subtraction system for each brand and each event personnel: Brand merchants who pay more in the activity (cars, more If you are willing to help others, accept the alliance's dispatch at any time, do more for the alliance, and make good suggestions for the development of the alliance...), bonus points will be implemented. For brands and individuals that have problems during the activity (the activity is negative and does not cooperate with the activity, If you do not violate others...), points will be reduced, and serious cases will be eliminated directly; merchants participating in the event will pay a point deduction deposit to the alliance, and after the event, the merchants who have not deducted points will be refunded, and the merchants who have deducted points will be deducted. ; Merchants with extra points will be allocated among the remaining activity funds according to the number of points. Certain cash rewards will also be directly given to the event personnel who log in the most customers every day, as well as those who perform outstandingly.

11. Personnel allocation and work arrangement:

1. President: Coordinate property relations, coordinate TT’s support for activities, coordinate the relationship between various brands, and coordinate well Each brand participates in the event, organizes the meeting, and ensures the event goes ahead. (Extra points for the president)

2. Accountant: Responsible for the management of alliance expenses and the purchase of materials. (Extra points for accounting)

3. Design team: Design for customers and produce design renderings.

4. Mobile team: Responsible for the mobility of activities every day, sending publicity personnel and event site layout, and flexibly cooperating with activities.

5. Publicity Group: A group of two people, responsible for carrying out activities in their respective communities.

6. Inspection and Coordination Group: Go to the community from time to time to inspect the activities, communicate with event personnel in a timely manner, and discover problems in the activities in a timely manner.

Complete marketing activity plan for home building materials Part 2

XX home building materials marketing activity

Planning plan

Reviewer: XXX Furniture Approver: XXX Furniture

Prepared by: Zhuodao Enterprise Management Consulting Co., Ltd.

Table of Contents

Part One Activity Preparation

1 , Activity background 2. Overall summary of the activity

Part 2 activity implementation

1. Implementation steps

2. Terminal implementation details

1. Early preparation 2. Terminal publicity layout 3. Publicity and promotion

The third part of the activity copy

1. Material copy 2. Newspaper soft copy

The first part of the activity Preparation

1. Activity background

1. 2015 is a year of very fierce brand competition. Entering 16 years, it is a critical year for home building materials brands, and competition is intensifying. One year. In the spring of 2016, various companies and merchant brands are ready to go after a period of preparation, planning and brewing. To gain an advantage in the fierce competition, we must take the initiative and take the initiative. We will strive to increase market share in the beginning of the spring, further increase brand awareness, and pave the way for achieving great sales results in 2016.

2. In 2015, the China Consumers Association identified "Consumption and Responsibility" as the theme of the 2016 Year of Consumption. Following the social trend, we launched the "Responsibility" and "Care" large-scale activities, shouldered the banner of "Responsibility" without hesitation, and launched the "True Green Card" to protect the rights and interests of consumers for life. Establish a good social image.

2. Overall summary of the event 1. Purpose of the event

(1) Create a brand image with a strong sense of social responsibility and integrity.

(2) Interact with consumers to increase their enthusiasm for participation and the influence of after-sales services. (3) Launch the first round of promotional offensive in 2016 to seize consumers’ minds and compete for market sales. 2. Activity theme

Responsibility? Caring

-------Start the true green card service project

3. Activity slogan

1. True Green Card rejects falsehoods 2. True Green Card is worry-free at home 3. Green Card travels around the world with worry-free service 4. Event Time

December 18-December 20, 2015 5. Activity Scope Building Materials Stores in the market

7. Activity content

Responsibility? Caring

-------Start the True Green Card Service Project

? Green card teaser: Consumers who make an appointment to register can have a "True Green Card" in advance and enjoy priority in various activity discounts.

Green Card Rewards: Customers holding green cards can receive lottery tickets with their card purchases during the event, and can participate in lottery activities such as car awards. ? Green card comes with gifts: You can receive a mysterious gift with your green card.

? Green card deposit: With your green card, you can participate in the WeChat store deposit 6-day giveaway event at four sub-venues of the store. Note: The market atmosphere is active that day, and relevant activities can be organized on each floor. (This opinion is for reference only)

Promotion time: March 8, 2015

Promotion location: Home Building Materials Plaza

Consultation phone number: 020-38262399 Promotion Policy

1. Each merchant is required to hold six events a year in this store, and the system will set the overall discount and unit price for the event to ensure the lowest price this time. 2. WeChat lucky draw, the 1 million WeChat grand prize moves the whole city (delivered in four venues over six days). 3. Grand prizes such as cars at the event site on the first floor.

8. Event details:

1. On the day of the event, there will be program performances, gift distribution, and lucky draws. 2. Crazy lucky draws for big prizes: 1) Lottery qualifications:

1. Users who have obtained a true love green card can directly participate in the WeChat 1 million deposit lottery. The order must be converted into a regular order at the store where the deposit is made on the same day. 2. The lottery for large gifts such as cars requires lottery tickets.

All customers who purchase building materials at the New Furniture and Building Materials Plaza from December 18th to December 20th will receive a lottery ticket for every deposit of 2,000 yuan or more (you will receive a lottery ticket if you pay a deposit of 4,000 yuan or more) 2 coupons); and so on

Special notice: All prizes can only be collected on-site on the day of the lottery. If the winning consumer fails to collect them on-site on the same day, it will be deemed to have automatically given up the prize. prize. 2) Lucky draw prizes:

*Special prize: 1 person, a car;

*First prize: 2 people, a brand-name refrigerator (see the lottery details for details ); *Second prize: 6 people, a brand-name electric car; *Third prize: 8 people, a brand-name air conditioner; *Fourth prize: 50 people, a brand-name electric fan; 3) Lottery time:

Grand prize: March 8, 5:00 pm

WeChat lottery: March 2 to March 8, 2, 3, 4, 5, 6, 7 at 10 am every day to 11 a.m. and 3 to 4 p.m. Wechat lottery will be held on the hour on the 8th all day long. 4) To receive lottery tickets:

*Register at the main service desk with the store’s order from February 26 to March 8 or a green card (one green card is used to receive one lottery ticket, provided by the card issuer) , receive the lottery tickets according to the payment amount on the order; fill it out on site, and put the coupons into the lottery box on site; (The main service desk needs to register the brand name, purchase variety, purchase amount, customer contact information, and the names and contact information of each member of the promotion industry ) Genuine coupons are reserved for customers as prize receipts;

5) Lottery rules:

? On-site lottery, if the host calls 3 times and there is no answer, it will be deemed as a waiver; a new one will be drawn. Lucky customer; ? When claiming the prize, you must provide the original coupon that is consistent with the supplementary coupon information.

? The lottery for 1 million WeChat orders will be delivered within the specified time within 6 days, from March 2nd to March 8th.

Special notice: All prizes can only be collected on-site on the day of the lottery. If the winning consumer fails to collect the prize on-site on the same day, it will be deemed to have automatically given up the prize.

3. Ultra-low special prices for 100 building materials brands: 100 building materials brands, each category, uniformly provide zero-profit products. During the event, the lowest price of the year and the lowest price are guaranteed;

1 ) All building materials brands in the mall need to sign an agreement with the market to ensure that during the 418 New Home Building Materials opening event, all products sold will be the lowest price in Loudi; if the customer finds that the same product is sold elsewhere in Loudi City If products of the same brand, same model, and same quality are priced lower, a fine of 5 times the price difference will be imposed;

2) All building materials brands in the mall need to formulate their own promotion policies during the event.

4. Invitation letter manual and green card issuance method:

1) The purpose of issuing invitation letters is to invite customers in each community who really need to purchase building materials to participate in this event; in order to attract customers

Pull over. Customers who come with invitation letters can enjoy the following additional discounts:

2) When invitations are issued, they will be issued by the floor sweeping team, and the team leader of each team will be responsible; Invitations must not be issued repeatedly or falsified

; when receiving each invitation letter, the customer's name, phone number, community name, building number, and room number must be provided; it must be ensured that 1,000 invitation letters can be used to invite 1,000 real customers;

3) The store is responsible for distributing green cards, and the distribution targets are mainly old customers (customers with consumption influence and love activities). Each merchant will issue the green card according to its own

Based on your business situation in previous years, you can buy it at the chamber of commerce (10 yuan/sheet), the quantity is customized, and you can return it. Please carefully register (with sample form) customer details before issuing a card.

5. Activity execution rules 1) Division of personnel:

Commander-in-Chief: Xiao Ziheng (Owen Lai) Deputy Commander-in-Chief: Mr. Cheng (Xinqi Kitchen Cabinet)

Telephone group: Community roster, business intended customers, group text messages (Wang Weiguo, Juhao Lighting) Procurement Finance: Peng Baoyu (Stanley Wardrobe)

Sales Card Team: Liu Xiaoming (Paiya Doors and Windows Kefan Wardrobe) ﹑Mr. Li (Opp) Vehicle allocation: Team leaders

Advertising: Peng Baoquan, Wang Weiguo (arrange community advertisements, shopping mall advertisements, store advertisements, newspapers, TV, community advertisements, bus advertisements, etc.) Business Training: Liu Xiaoming, Mr. Li (Opp), leader of the conference group (Wang Weiguo):

Leaders and responsible persons of each peripheral group. 3)

Note: The activity promotion plan will be further improved after the plan is finalized. 3. Advertisement placement

1. 30-40 advertisements in key communities. 2. Market and shopping mall advertising. 3. Television and newspaper advertisements. 4. Online advertising. 4. Incentives for business personnel

1. Peripheral staff will be compensated 50 yuan/day, and stores will be compensated 100 yuan/day

2. Invitation letters will be issued and the team will be awarded the first, second and third place prizes every day. , with rewards of 300 yuan, 200 yuan, and 100 yuan respectively;

3. Customer orders will be rewarded with 40 yuan per order; 4. The team leader will receive an additional supplement of 50 yuan per day; 5. The vehicle subsidy will be 50 yuan per day; 5. Punishment

1. Training personnel participation standards: 1 salesperson will be assigned to stores with an area of ??less than 200 square meters, 2 will be assigned to stores with an area of ??200 to 300 square meters, and 3 will be assigned to stores with an area of ??300 to 300 square meters.

The business group selects 65 people from the training group.

2. Each salesperson must unconditionally obey the management arrangements of the person in charge. Violators will be fined 100 yuan per person. 3. Each person will be fined 20 yuan for arriving late and leaving early. (Attendance machine)

4. All salesmen must be in the designated community on the day. Violators will be fined 100 yuan each time;

5. The team issues invitation letters and evaluates the bottom one every day. For one person, the subsidy will be reduced by 20 yuan per person per day.

The second part of the activity implementation

1. Preliminary preparation of terminal implementation details 1. Material preparation

Preliminary application for promotional activities, determination of corresponding prices, product and Sample distribution, company distribution promotional materials, and preparation of promotional materials produced by dealers.

Terminal site layout 1. Store site:

◆Hanging flags: Create an event atmosphere and convey the event theme. ◆Hang banners: attract attention and let consumers know the content of the event. ◆Posters: Express the value of obtaining a “green card” to consumers.

◆X display rack: let consumers clearly understand the content of the event;

◆Label: special price tags, expert recommendations, etc., let consumers understand product information.

◆On-site experience area: Let consumers experience product functions and quality firsthand and understand consumption. 2. Around the store:

◆Inflatable arches, flying flags, banners, colorful flags, and colorful Tibetan prayer flags can be flown if conditions permit. ◆The local highway sign advertisements are recommended to be more responsible 3?15 and considerate 418? themed pictures. 3. Venue Arrangement

1. The main venue for the event on March 8 will be located on the first floor. 2. From March 2nd to March 8th, the branch venue will be located on the first to fourth floors.

If conditions permit, multiple event venues will be arranged. Promotional activities must inform consumers of the venue and time of the event in advance.

Publicity and promotion

Strategy: Soft article warm-up, event detonation 1. Media promotion (1) TV:

(2) Newspaper: influential in the local area Newspapers publish soft articles and hard advertisements. Prepare newspaper advertisements in advance, and publish them in full column or half column size. Newspaper advertisements should be published in local mainstream media newspapers with large circulation and strong targeting. Newspaper advertisements must be published before the event, and the layout content is designed by the company. During the event, media reports must be in the form of soft articles.

(3) Radio: It is recommended to place promotional advertisements on local traffic stations. (4) WeChat (SMS and MMS): Send unified text messages to promote the campaign once a day. The content of the text messages strives to highlight the discounts on the amount of event information. ( 5

2. In-store promotion

Promotion preparation (February 18-22)

① Preparation of promotional materials: green card, posters, leaflets , banners, and other materials required for all activities.

④ Promotional price system: Prepare a detailed list of promotional products and event execution prices in advance, and strictly implement the corresponding price strategy. ⑤ Price label production: regular price, promotional price. , The number of special price tags must be prepared in place. 3. Personnel promotion

(1) Personnel should be in place, and they must have a clear division of labor and cooperate with each other;

(2) Propaganda personnel distribute leaflets. , introduce activities and products, and guide customers to the store;

(3) Gifts should not be distributed too early or too late at the specified time. Register personal information and sign when distributing; control the rhythm when distributing gifts and create queues for waiting Scenes to stimulate the herd mentality of customers;

(4) In the middle of the promotion, staff should also go to communities and stores to distribute promotional leaflets intensively at the same time to expand the scope and influence of the promotion.

(5) Pre-promotion training: Division of work (billing, collection, installation, advertising distribution, customer reception, etc. are assigned to dedicated personnel), unified rhetoric, operation details, etc. training, so that promotional activities can be carried out in an orderly manner .

4. Community promotion

(1) Hang promotional banners, posters, etc. for the target community; (2) Distribute promotional leaflets for the target community. (3) True Green Card? Fill out the questionnaire. 5. WeChat lottery, big gift deposits for one week (1), there are four sub-venues on each floor (2), encourage customers to place orders in advance, and activate the store atmosphere. 3). The award setting is mainly based on order bonuses and small gifts for each store merchant.

The third part of the event copywriting

1. Material copywriting 1. Mobile phone text message copywriting

With a green card, you will have a worry-free life.

On the occasion of 315, we will launch the "Responsibility 3" 15 Intimate" large-scale event. Anyone who purchases building materials can get a true green card. For details, please contact: ?, address: ?.

Home Building Materials Plaza’s 1 million WeChat prize is moving the whole city, thanking the citizens for the huge benefit, scan it and get a gift! How to use and purpose: Send it point-to-point to the owners of the community 2 days in advance, accurate hits. consumer.

2. TV rolling subtitles, radio copywriting

With a green card, you will have a worry-free life. 418 launches the Responsible 315 Intimate 418 large-scale promotion event on the occasion of March 15. Anyone who purchases building materials at 418 can get a true green card.

Registration for the True Love Green Card is in full swing! An excellent opportunity, don’t miss it! For details, please contact:, address:. How to use and purpose: Broadcast on TV one week in advance to expand the influence of the event and attract consumers. Home and Building Materials Plaza’s 1 million WeChat prize has moved the whole city, thanking the citizens for the huge benefit. Scan it and get a gift! 3. Green Card

Promotional Speech

(1) As true love The unique service mark of a service is a guarantee of service. (2) It is a noble enjoyment and a symbol of status. (3) Use the card to enjoy various activity discounts first.

Green card content

Green card folding page, used to hold the green card

4

5. Poster copy

6. X display rack copywriting

7. Leaflet copywriting

Front:

Back side

8. Banner