How to plan the activities of furniture stores well

How to do a good job in activity planning and advertising of furniture stores

? The smell of wine is also afraid of the deep alley? A successful promotion, whether the content is attractive or not is very important, but it also needs all-round advertising cooperation. To some extent, form is greater than content. Under normal circumstances, advertisements will be placed 10- 15 days before large-scale activities to fully warm up the market. What form of advertising depends on the specific situation, newspaper advertisements, TV advertisements, street banners, newspaper advertisements, big-name advertisements, etc. Let me talk about some advertising forms I have used:

1, cycling team: the standard 26-lap bicycle of 10 is purchased in the store, and the back seat of the bicycle is inserted vertically, and advertising pictures can be posted on both sides. In addition, 10 temporary workers will be recruited, each riding a car and touring the city according to the planned route.

2. Caravan: You can borrow the cars of relatives and friends, or you can find a professional advertising car rental company. The RV is all-inclusive After determining the route, you can broadcast the activity information through the speaker. If the driving speed does not exceed 25 yards/hour, people will follow the car, mainly from 7: 30 to 9: 30 in the morning and from 4: 30 to 5: 30 in the afternoon.

3, placard: hire 15-30 people to form a team according to height, preferably students, wearing uniform clothes, each holding a billboard, walking along the street, because people walk slowly, leaving passers-by to watch for a long time, easy to remember.

4. Mass SMS: Send the information of the activity content to the intended customers 1-3 days before the start of the activity through the SMS platform. Don't use too many words, and the topic should be concise and clear. The biggest feature of this method is low cost and wide coverage, and the short messages sent through the short message platform can be as low as 6 cents each. With the increasingly fierce competition in the industry, the promotion of the furniture industry is gradually normalized. For furniture stores, SMS platforms are often used. The above advertisement has a wide spread, low pertinence and accuracy, and the following advertisement overcomes this problem well.

5. Community advertisement: Advertise in the community, especially the newly delivered buildings, such as big names, light boxes, banners, umbrellas, etc. Most of these customers have to decorate and buy furniture. Community advertising has realized the on-site interception and information output of the owners at the first time, and seized the minds of consumers. The key to marketing is to seize the minds of consumers.

Usually, before the promotion, the store will spend 10-20% of the expected sales on advertising. What can be achieved through these all-round advertisements? Create momentum? Effect, market speculation.

Employees should be excited.

? Three points for planning and seven points for execution? . Without good execution, no matter how good the plan is, it is just a blank sheet of paper. How to make their employees have 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

Furniture, a big product, belongs to durable goods. Many people buy it once in their lives and pay little attention to it. Therefore, the flow of people in furniture stores is incomparable with that in clothing stores and restaurants. Furniture shopping guides are usually idle, and their work enthusiasm and working status are easy to decline. An important principle of team management is the emotional principle. We adhere to the morning meeting system, and spend 10-20 minutes every morning to organize employees to dance, share cases and shout goals. To guide employees' emotions, improve employees' morale and give them the motivation to work.

2, shopping guide incentive scheme

Everyone has his own strengths. To do large-scale promotional activities, we should set up many awards for shopping guides, so that most people may win honors through hard work, which is conducive to strengthening the cohesion of the team. The following is a shopping guide plan for the opening of a 3000-square-meter furniture store in a county in central Fujian:

500 yuan, the biggest single award during the opening period;

During the opening period, the individual who signed the largest number of bills won the highest single award, 500 yuan;

Top Three Sales Awards The top three winners of the total number of signed orders during the opening period: 1000 yuan; Runner-up: 800 yuan; Third place: 600 yuan.

500 yuan, the first billing bonus during the opening of the earliest billing award;

Personal Sofa Award During the opening period, a set of ordinary sofas will be sold, with an award of 5000 50 yuan, 100001000 yuan and 20000 200 yuan, and the bonus will be increased by10000 yuan.

During the opening period of the individual mattress award, 1 ordinary mattress is generally sold, excluding 20 yuan/Zhang's gift mattress, ordinary mattress and 50 yuan/Zhang's high-end mattress.

Team Sales Award will achieve the overall goal during the opening period, and each person will be rewarded with 200 yuan.

There are seven awards in this plan, which encourages all shopping guides to redouble their efforts. In the last three days, the sales reached 301.6 million yuan, and the deposit was 1.68 million yuan, and the per capita sales reached 200,000, which is a miracle in a small county.

3. Promotion mobilization meeting

The promotion mobilization meeting will be held the day before the event, preferably in the evening. The meeting must be grand, and everyone's spirit should be greatly encouraged. Generally, the promotion mobilization meeting should highlight the following contents:

1) Work photos, videos, etc. During the preparation of the activity, the group members will be assisted by music, so that everyone involved will feel concerned and respected, so that they will work harder;

2) The incentive scheme of shopping guide has been introduced in detail;

3) announce the sales target of the activity, that is, how much sales to sprint. The goal must be set according to the number of prospective customers, which is scientific and achievable, so as to have practical significance;

4) Sales details, including delivery time, product discount and other temporary preventive measures.

Cast a net to catch big fish

The decision-making process of furniture purchase is complex, long-term and diverse, and consumers participate in it to a great extent and are well considered. Therefore, it is necessary to promote the community, cast a net in all directions, dig deep into interested customers, and communicate one-on-one to make them prospective customers, so as to catch big fish.

Before carrying out activities, we must carefully investigate and understand the local communities, especially the buildings that will be delivered soon and just delivered. Through the investment unit, decoration team, sales department, property and industry insiders, we can learn more about the survey object, including the community type, potential consumption, decoration time, occupancy, community market and so on. , and record this information in detail;

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

Clean the building. Community extension personnel provide irregular door-to-door service;

Establish some publicity. Set up a point in the community, and place promotional materials that are easy to gather popularity, such as sun umbrellas, banners, cloth pieces, and X-stands;

C by the property management office or sales offices on behalf of the distribution of promotional materials, which is also a more common way, easy to operate;

D. joint existence with other industry brands;

E. Sponsor the activities held by the community, such as the repossession party and the owners' party held by the community developer.

Next, we should prepare materials, such as tents, umbrellas, tables and chairs, promotional materials, small gifts, DM sheets and so on.

Staff must wear the company's uniform to enter the community, take the initiative to distribute leaflets and small gifts to the owners, and guide them to visit the exhibition site, introduce the content and scheme of this activity, and register customer information in detail.

Sweeping the building is an extremely critical step in community promotion, which requires door-to-door visits rather than simply stuffing product information into the door.

A Pay attention to gfd before entering the room and be polite to others;

B You'd better take a tape measure, calculator, small gifts, etc.

C facing the host, be calm and confident, and be calm. Hello, who am I? Furniture, there is some information about the activity I want to show you. ?

Be sure to ask the boss for a phone number. There will be some discounts, and I can inform you at any time. ;

E generally can be a group of 2-3 people, men and women cooperate, women publicize at home, and men are responsible for recording; After customer information is collected, it should be screened, tracked and digested. For interested customers, they must be invited to visit the mall, and an invitation letter can be given to them. During the activity, customers can receive small gifts or more favorable prices with invitations and enjoy VIP treatment. Carnegie said that the essence of human nature is longing for respect and attention from others. Although the production cost of an invitation letter is not high, it can reflect the sincerity of others. The day before the event, the staff called again to confirm whether the owner had been there, and stressed that the owner must bring an invitation letter to the site. Remember, there must be someone at the event site to receive the invitation letter.

Special discount for products

At present, all kinds of promotional activities are overwhelming, consumers have a certain aesthetic fatigue, and their interest in activities is greatly reduced compared with before. How to improve customers' attention to promotional activities is an important problem faced by furniture stores. In this case, I don't think promotional activities can be gimmicks. The real discount will make customers find that our activities are really profitable and more cost-effective than usual, so they will be tempted. Usually, furniture stores can take two product preferential ways:

1, special promotion; Most furniture brands will be discounted in normal sales. During the promotion period, the discount must be larger than usual, and after the event, the discount will return to the normal level. Words must be done, and actions must be fruitful. Since you are engaged in promotional activities, you must have more discounts than usual, so that people will believe you and won't doubt you next time.

The owner of a furniture store once complained to me that the discount of group buying activities is getting bigger and bigger, and it can be 5.3 fold, but every time there are fewer and fewer customers, the effect is getting worse and worse, which is puzzling. Later, I went to his shop and read their sales list. It turns out that in order to grab business, stores usually sell at a 50% discount, which is lower than the discount for group buying. No wonder customers are not interested in group buying.

2. Marking victims; Marking victims is an application of victim pricing. The specialty store takes out one or two victims with extremely low prices as a call to attract consumers to snap up, hoping that consumers can buy other products by the way or switch to products with higher prices than the victims, so that the specialty store can profit from it. Its strategic purpose is to attack or suppress opponents and attract consumers' attention to the brand. Key points of implementation:

A, the price of special products should be very low, and the price difference with regular products should have a strong impact.

B, the selection of special goods should follow the following principles: goods that have been unsalable for more than 6 months and are about to be removed from the shelves; Products that have been withdrawn from the market by the head office; Products specially developed by the head office for promotional activities; It is forbidden to regard products that have been sold normally in the store as special prices.

C. After the event, the special offers can no longer be displayed in the store, and should be indicated in the event publicity. The quantity is limited until it is sold out? The tag content of. A brand furniture store in Haining, Zhejiang Province held the 7th anniversary celebration, applied to the head office for a batch of special beds, and took out a batch of unsalable money, with a total of ***20 big beds as the marked victims. Retail price as long as 8 yuan, advertised in the local boutique 1.8m big bed 8 yuan. Very shocking, many customers came here to see the real thing, which brought great popularity to the scene.

There is an atmosphere in the shop.

1, using promotional materials to create an atmosphere

1) promotional materials-materials with strong timeliness and mainly promoting promotional information: single page, flag hanging, promotional spray painting, photos, KT boards, banners, vertical banners, water labels, posters, floor stickers, product promotion Yi Labao, X-stand, lottery boxes, etc.

2) Image display materials-materials with little information but emphasis on atmosphere decoration in promotion: tents, arches, sun umbrellas, carpets, balloons, stacked boxes, promotion tables, ribbons, bunting, pennants, drums, airplane models, etc.

? It is better to promote sales than to promote sales. The content of the activity itself can be simple or ordinary, but the arrangement must not be sloppy. Storefront must produce strong visual impact and attraction through the layout of promotional materials.

2. Display of goods and gifts

Decorate the promotional atmosphere of goods by exploding flowers, promotional cards, triangle cards and so on. , and send promotional information;

Through the centralized and orderly display of gifts, it has a strong visual impact;

The picture below shows the gift pile of a furniture store in Jiaxing, Zhejiang.

3. Promote sound communication

Before the promotion, the staff should check whether the sound in the store is normal, debug the volume, tone and coverage of the sound, and ensure that the broadcast can be clearly heard in every area of the store.

During the event, a special person will be arranged to broadcast, requiring standard Putonghua, clear articulation and loud voice. There are two main contents: one is about the promotion of furniture brands and enterprises; The second is sales tips, including the introduction of this promotion, shop introduction, product introduction and so on. Tempting? Explain. ? Tempting? The contents of the description mainly include:

? Good news: congratulations to the customer for successfully purchasing the value-added goods in our store just now? Yuan furniture

? It's not the end of the event yet? Time, please store staff to speed up the progress, accompany customers to buy good products. ?

? There is not much time for activities. Please hurry to buy products. It's now or never! ?

Many customers have herd mentality. Seeing that people around you, especially opinion leaders, bought furniture, they did not show weakness and bought products. Pass? Tempting? Explain, let customers have a certain sense of urgency, and urge them to clinch a deal 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 10-20 minutes, otherwise the shopping mood of customers will be affected. During this period, festival music will be played to set off the festive atmosphere.

4, personnel image construction

The image of the staff at the promotion site is also an important aspect that affects the promotion atmosphere. During the activity, all staff must wear work clothes, and the shopping guide should also wear uniform ribbons, black cloth shoes or flat shoes, and high heels are not allowed. If female employees have long hair, they must roll it up and keep it clean, and no heavy makeup is allowed; Male workers are not allowed to have long hair, not exceeding the forehead at the front and the neckline at the back, and are not allowed to have a perm.

At the same time, every staff member present should fully understand the content of the activity, pay attention to his words and deeds when introducing goods to customers, and really play the role of consultant to customers. During intermission or meal, you must take turns to ensure that someone is greeted at the counter at any time.

5. Live interactive activities

Such as on-site lottery, in-store courtesy, roadshows, etc. , you can gather popularity. The time should not be too short, generally not less than 1 hour. If there is a lucky draw, the winning list must be publicized on the spot, and at the same time, take a photo with the person in charge of the store to make them proud.

Sales is a back-to-back job, beginning and ending. After the activity, the staff will pay a return visit. According to the product reservation and transaction list, pay a return visit to each customer one by one to understand their satisfaction with product quality, delivery service and staff. For the customers who didn't come to the event site for some reason, introduce the event, focus on how many customers have reached the transaction, and express the hope that he will participate in the next promotion and strive for sales success.

The world catering giant McDonald's has increased by 1 100 million times in the past 30 years. At present, it has 33,000 stores in more than 65,438+020 countries, and has been rated as? The most valuable brand? , by what? Perfect systems and norms.

Success can be replicated. If we can manage the promotion activities systematically and do every simple thing well, why can't we do our activities well?