How to do community promotion

Civil building ceramics is a considerable market, but it is not a daily consumer product and has its own unique sales methods. And its target consumer group is also very clear, that is, residential quarters. Most ceramic manufacturers pay more attention to the work of facade terminals and home improvement companies. The promotion of residential quarters is relatively weak. This paper makes a comprehensive exposition of community promotion through practical work pilot. Residential quarter is the main target consumer market of civil building ceramics, and how to fully and effectively promote the residential quarter market is the key to rapidly increase the market share of building ceramics. Under the planning of Mr. Wu of Huiquan Shanbao Company, Oseno Ceramics conducted a pilot market promotion of residential quarters in Huizhou market at the beginning of 200 1. After a year's practice, it has achieved good results in Huizhou market, gained universal popularity and reputation in the decoration industry, and gained considerable reputation among consumers. Manager Liu Hua of Oushennuo Company often goes to Huizhou market to guide the marketing of residential quarters, organizes Zhongshan and other markets to visit Huizhou and study, and promotes the marketing experience of residential quarters. According to the practical experience of promoting residential quarters in Huizhou market, this paper discusses how to promote the market of building ceramics quarters and communicate with peers. First, the investigation of residential quarters within the jurisdiction is the basic work for the marketing of residential quarters. Only by mastering the basic situation of local residential quarters can we carry out targeted marketing of residential quarters. Before the investigation, we should plan and determine the main target communities, first the upscale, influential, attractive and popular communities, and then the general communities. Then make an investigation plan according to the characteristics of each community, including time, route, contacts, etc. The main contents of the survey include: location, style, scale, development trend, occupancy, sales, property management level, owner group type, decoration and non-decoration, etc. This process is a very difficult one. After the investigation, according to the collected data, we sort out, compare, analyze and screen, and choose those communities that are suitable for the high-end positioning of Oshno building ceramics products and those communities that are representative, influential and appealing in the region as the focus. On the one hand, the target consumers are concentrated, on the other hand, it is convenient to occupy a relatively high marketing position, and under limited conditions, concentrate on grasping the big and releasing the small, and then expand with the small. Gradually form a coverage by points and surfaces. Second, the initial establishment of community relations and the subsequent community promotion business relations can be carried out when the community is stubble-clearing. The main target is the property management office and the sales office. Therefore, in addition to the survey materials, some items should be prepared during the community survey: product promotional materials, small gifts, business cards, agreements (referring to commission agreements with information providers), and discount cards (or VIP cards). After the initial relationship is established, you can get information about other communities and the whole real estate industry through them. The purpose of establishing a preliminary relationship is to catch key people, so that it is possible to provide effective information in practical work. Follow-up of the relationship should ensure at least 1-2 visits/week in the first two months, deepen the impression and feelings, make customers feel valued, thus promoting them to actively cooperate with the company's publicity and promotion work, actively distribute information and discount cards, recommend Oushennuo products to the owners, and provide convenience for other publicity and promotion work of the company. For example, Huizhou East Lake Garden Community and Binjiang Garden Community put advertising electronic clocks at the flower beds at the entrance and exit of the community, which played a good publicity effect in these first-class residential communities with strict management. Many consumers in this community mentioned these things to us when they bought products. Three, to carry out publicity activities, three-dimensional publicity in the community can be carried out in various forms, can be carried out at the same time, can also be used alone. 1, the property management office or sales office issues product promotional materials and discount cards, which is a common way and easy to operate; 2. It is difficult to donate house numbers or floor signs, and it is necessary to negotiate with the property management office one-on-one. Huizhou Donghua Garden adopts this method, and the effect is good; 3. It is easier for the property management office to accept donations as community public welfare billboards, bulletin boards, signboards or advertising electronic clocks; 4, hanging banners, hanging banners at the entrance of the community or other eye-catching locations, this kind of publicity method to sign a release agreement with the community, may have to pay a certain fee; 5. The exhibition hall of the community is still the exhibition hall of the sales office. Some decoration companies also have offices and products displayed in the community, for example; The sales office of Huizhou Donghu Garden Community and the exhibition hall of a decoration company in Binjiang Garden are all on this road; 6. Community on-site publicity and promotion activities. Choose holidays to carry out various publicity and exhibition activities, so that you can communicate face to face with customers and the effect is obvious. Fourth, it is a momentum to seize the home improvement companies around the community to maximize the promotion of community sales, but often because of the intervention of decoration companies, it has greatly promoted the final sales. Promoting sales through decoration companies will get twice the result with half the effort. Because the decoration company directly faces customers, grasps the online information of decoration, is entrusted by customers, trusts customers and has strong marketing ability, it is necessary to master the decoration companies around the community. Thanks to the publicity and promotion of the community, this work has been much smoother. The key to grasping the decoration company lies in the word "profit", which is different from the focus of consumer publicity. Therefore, grasping the work of the decoration company revolves around "profit": 1. First, clarify the business relationship and cooperation policies between competitors and decoration companies, so as to formulate attractive policies to make decoration companies profitable; 2. Organize the decoration companies that already have business contacts, visit them one by one, and stabilize them with new policy incentives to ensure that their loyalty will not be lost; 3. Collect decoration company information: a) Sweep the street and record and register one by one; B) Collect his information through the street promotion of the decoration company; C) through television and newspapers; D) by telephone yellow pages; E) through the introduction of friends; F) Publicity and understanding through the community; 4. Visit the target decoration companies one by one to exchange decoration information; Prepare product promotional materials, small gifts, business cards, agreements, VIP cards and other items when visiting; 5. Follow-up visits to decoration companies with cooperative intentions, and seize key figures such as buyers, designers and construction leaders. Different companies have different situations, so be good at observing. In short, to do a good job in community marketing, we must grasp both ends of community property, sales offices and decoration companies, fully understand the situation, and become experts in building ceramics and decoration.