How to promote household appliances in residential areas?

I. Booth construction

Like other household appliances, entering the market is the first step to realize the sales of air-conditioning terminals. Whether building a store in a store, a garden in a garden or a cabinet in a cabinet, the first thing is to choose a site. Rely on the wall, the door, the corner and the side, and take the flow of people as the criterion. If you lack popularity in front of the showcase or are a latecomer who is ready to enter, try to lean against the counter of the first-line brand.

Second, the decoration of the booth

If you can't afford the expensive entrance fee, or the merchants can't squeeze out a good place for you in a certain period of time, you should deliberately decorate in the designated location, such as laying wooden floors, hanging ceilings, moving shopping guides, heightening booths, adding light boxes, etc. Only by tossing up and down into space can we stand out from the crowd, or at least show our heads and feet.

Third, the personalized design of the booth.

For example, Haier's garden, Kelon's shelves, Galanz's red wall and Electrolux's lawn all make the booth a beautiful scenery in the store, so it is necessary to design personalized booths to show the individuality of the products.

Fourth, the product prototype structure

Split center, cabinet machine separation and window machine flat on the floor are the conventional air conditioning prototype modes, but different types of cabinets are displayed according to old or new models, profit return or prototype size; Different types of dividing lines are randomly displayed horizontally, vertically or crosswise. Manufacturers should set uniform standards so that customers will think you are a regular army wherever they see you.

Vividness of the prototype of verb (abbreviation of verb)

The prototype is dead, people are alive, and dedicated promoters will give the prototype new life. Judging from the prototype display of Kelon air conditioner, several prototypes are easy to attract customers' interest. One is blowing, the prototype is electrified, and colored paper strips are attached to the air outlet to let the air outlet blow continuously; Second, the lights are on, such as the small blue screen of Qianglong cabinet machine and the fluorescent lamp of Jianlong cabinet machine flashing; Third, there is rice, such as Kelon's new favorite double-effect king and energy-saving pioneer 32/DF. In order to highlight its power saving function, an electric meter is installed next to the physical prototype; The fourth is to sit in the right place, such as putting the window machine on the shopping guide or customized sofa chair.

Six, the prototype team building

There are too many prototypes on the booth, which easily leads to the ambiguity of the theme. Choose a "captain" for your prototype, first introduce the tasteful and energy-saving captain, then the main push model, and finally the special price machine or other inefficient models like guests. Careful promoters will find that there is a "golden spot" on each booth, and most consumers will buy things in this sensitive area without exception, and may not know why. But remember to put the prototype of the main push on the golden section, so as to play the greatest role.

Seven, the sale of materials news.

The promotional materials for sale include banners, flags, posters, leaflets, body stickers and billboards. These materials are advertisements and news of shops. The content of the banner is best to promote the main models or the activities of the day, followed by image promotion or service commitment. Banner colors should be bright and eye-catching, the printing work should be fine, the text should be concise and clear, the size should not be too big or too small (measure first, then make and distribute), and the hanging should be neat and beautiful without wrinkles. You can never get tired of hanging flags, ranging from one string to more than ten or eight strings. If the mall agrees, and the fee is not high, it is best to print hundreds of thousands of banners and hang them all over the mall, even the whole mall.

Posters should be few and precise, and they should be changed as they are written. If it is a large-scale promotion activity in the whole province and the whole country, it is best to print it uniformly. screen design should be bold, clear in theme, scientific in typesetting and visually impactful. Stick it in the most eye-catching position, such as cabinet body, display cabinet backboard, shopping mall doorpost, wall surface, etc. The leaflet page is divided into two types: product leaflet and activity leaflet. Making good use of product leaflets can shorten the time of dealing with customers and make up for the lack of textual parameters. Activity leaflets are tips and detailed rules for the current activity. Shopping malls with temporary promoters can be distributed to pedestrians by special personnel, and places without temporary promoters can be posted on the ground around aisles and stalls (but the picture should be beautiful and exquisite, otherwise it will become psoriasis). Most of the body stickers are printed and distributed by the headquarters. When the human body stickers are distributed to the store, there must be illustrations to guide the promoters to paint a gourd ladle.

Eight, the three-dimensional layout of material advertisements

There are flags and banners in the sky, signs and stickers on the ground, posters and posters on cabinets, price tags and stickers on airplanes, and leaflets on hands. Pop in different spaces plays different roles. Pops in the sky and on the ground guide people and attract customers to their hunting areas. Posters and posters on cabinets remind customers to stop and watch the theme of products or activities. The fuselage on the machine plays the role of product function expression. The leaflet in hand is a continuation of the promotion of customers who have passed by and passed away.

Nine, promotional items piled up

There are various promotional items for air conditioners, ranging from balloons, key chains and bottle openers to bicycles, disinfection cabinets and refrigerators, as well as moderate electric fans, beach chairs, radios, desk lamps, bags, tea sets and even air-conditioning covers, air-conditioning quilts and thermal underwear. No matter how much the manufacturer invests in promotional items, it is always not enough, and the promotional items in the store are always scattered. Promotional products are also commodities, and there are three ways to display promotional products in a stacked way: one changes to three, an electric fan is taken out of the carton, and the physical object and the carton become two, and it becomes three when it is placed on an empty box with large packaging; Dead and alive, the electric fan blows, the radio turns on and sings; From small to large, the folding beach chair is opened and the air conditioner is covered on the prototype; Less becomes more, beach chairs are arranged in three or five rows, disinfection cabinets and bicycles are placed in more than two, and several promotional items are piled together. There are not enough promotional items, so there are several air-conditioned window machines or empty cartons lined with a layer of promotional items. There are wooden knives and guns hidden inside, and there are real guns and knives outside, which makes the "bait" more and bigger, and it will only be bought by customers if they move from time to time.

Ten, shorten the trading time of promotional items.

Promotional products should be tailored to local conditions and carefully selected. The low grade of promotional products is not enough to attract customers, while the high grade will artificially increase the risk of transaction time and transaction cost. Such as vacuum cleaners, disinfection cabinets, digital cameras, etc. In the early stage, a shopping mall launched the activity of buying air conditioners (adding money) to send washing machines. The activity is very strong, but the effect is not great. The problem lies in the promotional products of washing machines. Customers who want to buy air conditioners have several questions after seeing the washing machine, such as quality, whether there is a backlog of products and whether the original old washing machine can be recycled. The shopping guide explained for a long time, but the customer was still not at ease. Promoters must try to connect electricity and water, and consumers eventually give up buying air conditioners because they are not satisfied with the washing machine. Kelon encountered similar problems when delivering digital cameras. Fortunately, the promotional items after May Day have all been packed in new packages, and several issues that customers are concerned about are explained on the packaging boxes, so that customers can see at a glance and the transaction time is greatly shortened.

XI。 Receiving and dispatching management of promotional items

A receiving and sending account should be established for any promotional items. Establishing a ledger can not only prevent the loss of promotional items, but also find out whether promotional items have played a promotional role in time. Send and receive promotional items to strictly implement the signing system. After the goods arrive at the headquarters, the retail management specialist should sign for it. The manager should sign and approve the distribution plan in various places. The owner, salesman and shopping guide should sign their names when receiving promotional items, and customers should register their telephone numbers and addresses for return visits and spot checks. The consignment should be sent directly from point to point, so as to minimize intermediate links and delay promotion opportunities.

Twelve. Extend the customer's stay in front of the window.

If you buy it or not, you will get rich if you get together. There are several tips for gathering popularity. One is to attract people, let gas model cartoonists or temporary promoters hand out leaflets at the entrance of the mall and pull interested customers to their display cabinets; The second is to keep people, set up a coffee table, and let customers sit down and talk in detail. If there is no coffee table, you can use beach chairs. Third, respect people, respect cigarettes, tea, water and read enterprise newspapers to interested customers; The fourth is to deceive people, pile up the goods that customers have paid in the store, paste the delivery notice, pile up the unopened goods near the store, attract the attention of pedestrians, let the temporary promoters wear casual clothes, play the role of "supporting" and weave cages. Only talents are the most attractive. The more people stay, the more people buy. The more people buy, the less demand customers have for services when they are picky about products.

Thirteen, demonstration and demonstration

Let pedestrians stand in front of the air conditioner that has been started to feel the natural wind and healthy wind, let customers hold the remote control and use "push-to-talk", let consumers start the switches of electric meters, electric heaters and rice cookers to do power-saving comparative experiments, let customers press their hands on the window machine, let them feel the compressor running smoothly without hearing the noise, and let customers stand three meters away from the cabinet machine to feel the long-distance air supply of "Qiangneng Long". Open the outdoor casing, let the customer witness the double-row copper pipes and radiators of "energy-saving pioneer", and put the physical machine on the scale for the customer to weigh. Excellent promoters should be more skillful and less lip-service. It is more effective to demonstrate the function of a product than to explain its efficacy.

Fourteen, the product has three points, and there are two main points in the description. We must grasp one thing.

The product has three points: characteristics, advantages and benefits. The first realm of promoters is to be able to explain the basic functions of products, that is, characteristics; The second realm can tell the advantages of products by comparing with competitive products; The highest level is to explain the comfort and benefits that products bring to customers. The former talks about "good products" and the latter talks about "good for you". The former promotes "selling points" while the latter promotes "buying points". Turning the formatted and functional recitation hammer into humanized life chat is a qualitative leap in the promotion level. A product must have a selling point, that is, the only selling proposition. This idea should be very important and bring high value to the target customers. For example, Kelong Jingninglong is most suitable for middle-aged and elderly people who are prone to insomnia. Advanced, the opponent can't provide, such as Kelon double-effect king; Sense of superiority, the price of Huabao 32 splitting the third-line brand; Proprietary, such as the design of handsome boy and strong dragon. Therefore, promoters should grasp a point and repeatedly make the products of target customers * * * sound.

15. Skillfully answer 72 questions from customers on site.

Preschool children will ask many questions, and not only preschool children will ask customers questions. Customers have the following endless questions. Why does the panel of air conditioner automatically remove dust? Why is the air conditioner silent? Can the egg-thick pipe be replaced with fresh air? Is the air-conditioning compressor imported? Why is the connecting pipe 3 meters instead of 4 meters? Customers always have endless topics. These questions should be widely collected, sorted out by special personnel, and assembled with technicians, promoters and salesmen to brainstorm, refine and concentrate, unify their caliber, and speak and answer skillfully. Don't let the promoters talk nonsense, play freely or have a brain teaser.

Sixteen. Effective management of temporary sponsors

Selling air conditioners depends on the weather. Every air conditioner manufacturer will recruit a large number of college students with no work experience as temporary promoters in summer. Temporary promoters help with sales on weekends and holidays and attend classes at ordinary times. If the temporary sponsors are not well managed, help will become an obstacle. First of all, training, enterprise introduction and product functions must be recited by them like endorsements; Secondly, stealing teachers and pretending to be customers in the counters of competitive brands to learn promotion skills; Then learn art, and learn art from official promoters when there are no customers at the counter; Once again, the division of labor, formal promoters communicate with customers in depth, and temporary promoters send leaflets to lead customers to pay, pick up goods and test the machine; Finally, management, a formal sponsor must manage one or several temporary sponsors. That is, every temporary shopping guide must have a temporary master. Arrange work before going to work, summarize the evaluation after work, score on the performance attendance sheet every day, and write the internship appraisal. Change temporary promoters into the store's reserve army or regular army.

Seventeen. Terminal marketing integration

The effect of terminal marketing is the simple addition of various tasks. If several activities are integrated, the effect will be multiplied. Take Warburg's price reduction of 32GW/K2D 1 as an example, the physical demonstration machine is this model. The banner reads "Huabao reduces the price by 40%, completely subverting the price of air conditioners". Posting posters and distributing leaflets for "World War II", the prices of products such as 32GW/K2D 1+0 were reduced by nearly 1,000 yuan. Buy this electric fan and beach chair, the store promoter will promote this one first, and the sales of this one in the salary table will be rewarded. At one time, the sales of this model in a certain place accounted for 60% of the sales of various models of Kelong Huabao.

The integration of terminal marketing is inseparable from the integration of news advertisements. For example, in line with the in-store promotion, the soft article "Warburg reduces the price by 40%, and then gives 680 yuan digital cameras" was put in several major media, and the air conditioner "World War II" was launched hard, and a column "Approaching Warburg" was jointly held with the newspaper, so that Warburg's business executives and ten-year-old users could elaborate on Warburg in detail. Outdoor giant: Huabao air conditioning has reduced prices across the board, and single communication cannot solve all problems. Indoor and outdoor, air and ground cooperative operations are more effective.

Eighteen, check and supervise the implementation of rectification.

Whether you are setting up a stall or stacking promotional items, you must first obtain the cooperation and support of the merchants. Public relations must be conducted by the local business director; Placing prototypes, sending and receiving promotional items, hanging banners and writing posters must be operated by business executives and promoters. A pair of scissors, a roll of adhesive tape and a set of colored pens are essential cosmetics in the handbag of the business executive. The manufacturer's main push mode is an essential mode for businesses, the main sales mode for stores and the sales mode for promoters. Business executives should ensure that goods, goods and sales are linked together. Whether the POP is updated at any time, whether the promotional items are in place on time, whether the prototype and counter are cleaned in time, whether the installation is fast, and how to timely and properly evacuate and divert customers in the face of "blowout" sales, the business director should constantly check and supervise the implementation and innovation of rectification according to the previous "17 measures".

Concluding remarks

Just like cosmology and particle theory in natural science, the scope of marketing is endless. From earth-shattering marketing planning, European currency, WTO and world trade, to the elaborate ant war in front of the three-foot booth. Marketing competition is sometimes more than macro-strategy and long-term planning. More often, it depends on who is diligent, who is meticulous and who is stupid. If all manufacturers don't do terminal marketing, products can be sold casually in shopping malls; If one of them is promoted at this time, his products will sell well; Now most manufacturers are paying attention to the terminal, and your last step must be more detailed, standardized, fresh and continuous. So today, we can't ignore the terminal, and we must make this market thorough.

I hope it works.