How to plan events in furniture shopping malls

How to plan activities in furniture shopping malls

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? The smell of wine is also afraid of the alley? A successful promotional activity, whether the content of the activity is It is very important to be attractive, but it also requires comprehensive advertising cooperation. To a certain extent, form is greater than content. Under normal circumstances, advertising will be launched 10-15 days before a large-scale event to fully warm up the market. What form of advertising should be used depends on the specific situation, such as newspaper advertising, TV advertising, street banners, newspaper advertisements, big-name advertising, etc. Let me talk about some of the advertising forms that I often used in the past:

1. Cycling team: The store purchases 10 26-lap standard bicycles, inserts vertical rows on the back seats of the bicycles, and can post advertising images on both sides. In addition, 10 temporary workers will be recruited, each of whom will ride a bicycle and tour the city according to the planned route.

2. Caravan: You can borrow a car from a relative or friend, or you can find a professional promotional car rental company. The caravan covers all aspects. After determining the route, event information will be broadcast through the loudspeaker, and the driving speed will be No more than 25 yards/hour, dedicated person to follow the car, mainly from 7:30-9:30 in the morning, and mainly from 4:30-5:30 in the afternoon during the peak traffic period.

3. Placard holding: Hire 15-30 people to line up in a team according to their height, preferably students, wearing uniform clothes. Each person holds a billboard in their hands and walks along the street. The speed is slower, leaving a longer time for passers-by to watch, making it easier for people to remember.

4. Bulk SMS: Through the SMS platform, send mass information about the activity content to intended customers 1-3 days before the event. The number of words should not be too many, the text should be concise and comprehensive, the theme should be prominent, and it should be clear and concise. The biggest feature of this method is its low cost and wide coverage. SMS messages sent through the SMS platform can be as low as 6 cents/text. As competition in the industry becomes increasingly fierce, promotions in the furniture industry have gradually become normalized. For furniture stores, SMS platforms are often used. The above-mentioned advertisements have a wide range of communication, pertinence, and accuracy, but the following advertisements overcome this problem very well.

5. Community advertising: Place advertisements in the community, especially in newly delivered properties, such as big signs, light boxes, banners, sun umbrellas, etc. Most of these customers need to decorate and move in, buy furniture, community advertising It achieves on-site interception and information output of the owners at the first time, and seizes the minds of consumers first, and the key to marketing is to seize the minds of consumers;

Usually, before launching promotional activities , the store should invest 10-20% of the expected sales in advertising. Through these all-round advertisements, the effect of "building momentum" can be achieved and the market will be heated up.

Employees should be excited

? Three-cent planning, seven-cent execution? Without good execution, no matter how good the plan is, it is just a blank piece of paper. Therefore, how to make their employees capable of execution is a headache for many furniture store owners. The author believes that employees must be excited. Only when they are excited and energetic can they be motivated to work.

1. Adhere to the morning meeting system

Large-ticket products such as furniture are durable goods. Many people buy them once in a lifetime and seldom pay attention to them. Therefore, the foot traffic of furniture stores is different from that of clothing stores. It cannot be compared with stores and restaurants. Furniture shopping guides are usually idle. When idle, they cause trouble, and their enthusiasm and working status can easily decline. An important principle of team management is the principle of emotion. Adhere to the morning meeting system and spend 10-20 minutes every morning organizing employees to dance, share cases, shout goals, etc., to guide employees' emotions and improve their morale, so that they can work effectively. Have energy.

2. Shopping guide incentive plan

Everyone has their own strengths. When conducting large-scale promotional activities, many awards must be set up for shopping guides, so that most people can obtain honors through hard work. , which is conducive to improving team cohesion.

The following is an intense shopping guide plan for the opening event of a 3,000-square-meter furniture store in a county in central Fujian:

The largest single prize for an individual. The maximum single amount during the opening period is 500 yuan;

The largest single prize for an individual The bonus for the largest number of orders signed during the opening period is 500 yuan;

The top three sales winners in the total number of orders signed during the opening period: 1,000 yuan; the runner-up: 800 yuan; the third runner-up: 600 yuan.

The earliest to open During the opening period of the single award, the first order bonus will be 500 yuan;

During the opening period of the individual sofa award, if a set of regular-priced sofas is sold for 5,000 yuan, the prize will be 50 yuan, for 10,000 yuan, the prize will be 100 yuan, and for 20,000 yuan, the prize will be 200 yuan. The bonus of 10,000 will be increased by 100 yuan;

During the opening period of the personal mattress award, every regular-priced mattress sold, excluding gift mattresses, is 20 yuan/piece for ordinary mattresses and 50 yuan/piece for high-end mattresses

If the team sales award achieves the overall goal during the opening period, each person will receive an additional reward of 200 yuan

This program has 7 awards to encourage all shopping guides to work harder. In the end, there were only 3 awards this time The sales volume of the opening event reached 3.16 million yuan within one day, with a deposit of 1.68 million yuan collected, and the average sales per person reached 200,000 yuan, which is a miracle in a small county town.

3. Promotion mobilization meeting

The promotion mobilization meeting is held the day before the event, preferably in the evening. The meeting must be grand and everyone is inspired. Usually the promotion mobilization meeting is held Highlight the following content:

1) Photos, videos, etc. of the team members’ work during the preparation of the event, supplemented by music, so that everyone involved feels noticed and respected, so that they are more Will work hard;

2) Shopping guide incentive plan, already detailed in the previous article;

3) Announce the sales target of the event, that is, the amount of sales in the sprint, the target must be based on the prospective customers we have It is formulated based on quantity and is scientific and achievable, so that it has practical significance;

4) Sales details, including delivery time, product discounts and other temporary precautions.

Casting a net to catch big fish

The furniture purchase decision-making process is complex, long-term, and diverse. Consumers are more involved and think more carefully, so before the event It is necessary to carry out community promotion, cast a comprehensive net, dig deep into potential customers, provide one-on-one communication services with them, and turn them into prospective customers. Only in this way can we catch big fish.

Before carrying out activities, it is necessary to conduct a careful investigation and thorough investigation of the local community, especially the properties that are about to be delivered and those that have just been delivered. Through the investment unit, decoration team, sales department, property management and industry insiders, we have a detailed understanding of the survey objects, including the type of community, potential usage, decoration time, occupancy status, market conditions of the community, etc., and record this information in detail;

After mastering first-hand information about the community, choose the best way to enter;

A Sweep the building. Community promotion personnel will visit homes sporadically;

Set up promotion points. Set up points in the community to place sun umbrellas, banners, cloth banners, X display racks and other promotional materials that can easily attract people;

C. The property management office or sales office will distribute promotional materials on their behalf. This is also A relatively common method and easy to operate;

D cooperates with other industry brands;

E sponsors activities held by the community, such as the repossession party and owners’ party held by the community developer .

The next step is to prepare materials, such as tents, sun umbrellas, tables and chairs, promotional materials, small gifts, DM leaflets, etc.

Staff must enter the community wearing uniform company uniforms, take the initiative, distribute single pages and small gifts to owners, guide them to visit the display location, introduce the content and plan of this event, and register customers in detail information.

House sweeping is an extremely critical step in community promotion. It requires door-to-door visits, rather than simply stuffing product information into the cracks in the door.

A. Pay attention to appearance and appearance before entering the room, and be polite;

B. It is best to bring a tape measure, calculator, small gifts, etc.;

C. Face to face The owner should be calm and confident, not panicked, "Hello, I'm from Furniture, and I have some event information that I want to show you." ?

D Be sure to ask for the phone number from the owner. There will be some discounts at that time, so I can inform you at any time.

E Generally, a group of 2-3 people can be used, men and women cooperate, and women For door-to-door publicity, men are responsible for recording; after collecting customer information, they must be screened, tracked, and digested. For interested customers, be sure to invite them to visit the mall. You can give them an invitation letter, which customers can use during the event. Receive an invitation letter to receive a small gift or a more favorable price, and enjoy VIP treatment. Carnegie said that the essence of human nature is to crave respect and attention from others. Although an invitation letter is not expensive to produce, it can reflect the sincerity of others. The day before the event, the staff called again to confirm whether the owner had come, and emphasized that the owner must bring the invitation letter to the site. Remember, there must be someone assigned to collect invitations at the event site.

Product Special Offers

Nowadays, there are many kinds of promotional activities, which are overwhelming. Consumers have developed a certain degree of aesthetic fatigue, and their interest in activities has been greatly reduced compared with before. How to increase customers’ interest in promotions? Attention to events is an important problem facing furniture stores. In this case, I think that promotional activities should not be gimmicks, but provide real discounts so that customers can find that our activities are indeed profitable and more cost-effective than usual purchases, so that they will be tempted. Usually furniture stores can adopt two methods of product discounts:

1. Special promotion; most furniture brands will discount during normal sales. During the promotion period, the discount must be larger than usual, and after the event, the discount will be restored. to normal levels. What you say must be done, and what you do must bear fruit. Since you are holding a promotion, you must have more discounts than usual, so that people will trust you and they will not doubt you next time you hold an event.

A furniture store owner once complained to me that in group buying activities, the discounts are getting bigger and bigger, even 53% off, but the number of customers is getting less and less each time, and the effect is getting worse and worse. Puzzled. Later, I visited his store and read their sales sheet. It turned out that in order to grab business, this store actually discounted its sales to 50% off, which was lower than the discount for group purchases. No wonder customers are not interested in group purchases.

2. Mark the victim; Marking the victim is an application of victim pricing. The store will put out one or two particularly low-priced victims as a call to action to attract consumers to rush to buy, and hope that consumers will buy other products by the way. product, or switch to a product that is more expensive than the victim, allowing the specialty store to profit. The purpose of its strategy is to snipe or suppress opponents and attract consumers' attention to the brand. Key points for implementation:

A. The pricing of special offer items should be very low, and the price difference with regular priced items should have a strong impact.

B. The selection of special products should follow the following principles: products that have been unsalable for more than 6 months and will be offline from the store; products that the head office announced that it is preparing to withdraw from the market; products specially developed by the head office for promotional activities Products; it is prohibited to use products that are always sold normally in the store as special offers.

C. After the event, the special items will no longer be displayed in the store, so the "limited quantity, while supplies last" label should be noted in the event promotion. A brand furniture store in Haining, Zhejiang carried out its 7th anniversary store celebration event. It applied for a batch of special-priced beds from the head office, and also took out a batch of unsalable funds. A total of 20 large beds were used as signage sacrifices, with a retail price of only 8 yuan. The high-quality 1.8-meter large bed was advertised locally for RMB 8, which was very shocking. Many customers came to see the real thing, which brought great popularity to the scene.

The store has an atmosphere

1. Use promotional materials to create atmosphere

1) Promotional materials-----have a strong time limit to promote sales Materials mainly used for information promotion: single pages, hanging flags, promotional inkjet printing, photos, KT boards, banners, vertical banners, water signs, posters, floor stickers, product promotion roll-ups, X display racks, lottery boxes, etc.;

2) Image display materials -----Materials that are not very informative in promotion and focus on atmosphere decoration: tents, arches, sun umbrellas, carpets, balloons, header boxes, promotional stands, ribbons, colorful flags, Triangular flags, drums, inflatable models, etc.;

It is better to do promotions like promotions? The content of the activity itself can be simple or ordinary, but the layout must not be careless. The store must produce strong visual impact and attraction through the layout of promotional materials.

2. Display of goods and gifts

Use explosive flowers, promotional cards, triangle cards, etc. to decorate the products with a promotional atmosphere and convey promotional information;

Through The concentrated and neat display of gifts creates a strong visual impact;

The picture below is a pile of gifts for a double festival event in a furniture store in Jiaxing, Zhejiang.

3. Promotional sound transmission

Before promotional activities, staff need to check whether the speakers in the store are normal, adjust the volume, tone, coverage, etc. of the speakers to ensure that every area in the store You can hear the broadcast clearly.

During the event, a dedicated person will be arranged to broadcast. Standard Mandarin, clear pronunciation, and loud voice are required. There are two main types of broadcast content: one is about the promotion of furniture brands and companies; the other is sales tips, including the introduction of this promotional event, store introduction, product introduction, etc., and also includes "tempting" explanations. The content of the seductive explanation mainly includes:

Good news: Congratulations to the customer who has just successfully purchased furniture worth ? yuan in our store.

It is less than the end of the event. ?Time, please ask the store staff to speed up the process and accompany customers to choose the products they want. ?

?The event time is running out, please hurry up and buy products. Don’t miss this opportunity, it will never come back!?

Many customers have a herd mentality. When they see the products around them, People, especially opinion leaders, bought furniture, so they did not show any weakness and also bought products. Through "seductive" explanations, customers can have a certain sense of urgency and encourage them to complete transactions as soon as possible. It is worth noting that the time of each broadcast is controlled within 3 minutes, and the interval between two broadcasts is kept between 10 and 20 minutes, otherwise it will affect the customer's shopping mood. During this period, festive music is played to create a festive atmosphere.

4. Personnel image creation

The image of promotion on-site staff is also an important aspect that affects the promotion atmosphere. During the event, all staff must wear work clothes, and shopping guides must wear uniform ribbons and black cloth shoes or flat shoes. High heels are strictly prohibited. Female staff who have long hair must tie it up, keep it fresh and tidy, and must not wear heavy makeup; male staff are not allowed to have long hair, which should not exceed the forehead in the front and the collar in the back, and they must not perm their hair.

At the same time, every staff member present must fully understand the content of the event, pay attention to his words and deeds when introducing products to customers, and truly serve as a consultant for customers. It is necessary to rotate during intermission or meal time to ensure that there is always someone at the counter to greet you.

5. On-site interactive activities

Such as on-site lottery draws, in-store courtesy, road shows, etc., can gather popularity. The time cannot be too short, generally no less than 1 hour. If there is a lottery, the winning list must be announced on-site, and the winner must take a photo with the person in charge of the store to make them feel proud.

Sales is a work that has a beginning and an end. After the event, the staff will conduct a return visit.

Based on the list of product reservations and transactions, we will conduct return visits to each customer one by one to understand their satisfaction with product quality, delivery service, and staff. For customers who did not come to the event for some reason, introduce the situation of the event, focus on explaining how many customers have achieved transactions, express the hope that they will participate in the next promotional event, and strive for successful sales.

The world's catering giant McDonald's has grown 100 million times in the past 30 years. It currently has 33,000 stores in more than 120 countries. It has been rated as the "most valuable brand" for many years. What does it rely on? Complete systems and specifications.

Success can be replicated. If we can systematically manage promotional activities and do every simple thing well, is there any reason why we can’t do well in our activities?