Home building materials marketing plan planning

With the development of the economy, the consumption of building materials has become more and more common. Planning the marketing of building materials can better achieve sales targets. The following is the "Home Building Materials Marketing Plan" compiled by me for everyone. It is for reference only. You are welcome to read it. Home building materials marketing plan planning (1)

1. Purpose of the activity

Describe the current market situation and the purpose of the activity. What is the current situation of the market? What is the purpose of this campaign? Is it handling inventory? Is it to increase sales? Is it to attack competitors? Is it a new product launch? Or to enhance brand awareness and reputation? Only when the purpose is clear can the activities be targeted.

2. Activity target

Is the activity targeted at everyone in the target market or a specific group? What is the scope of activity control? Who are the main targets for promotions? Who are the secondary targets for promotions? The correctness of these choices will directly affect the final effect of the promotion.

3. Activity theme

In this part, two problems are mainly solved:

1. Determine the theme of the activity.

2. Packaging activity theme.

Price reduction? Price discount? Giveaway? lottery? Gift certificate? Service promotion? Demo promotion? Consumer credit? Or other promotional tools? What kind of promotional tools and what kind of promotional themes should be selected should take into account the objectives of the activity, competitive conditions and environment, as well as the budget and allocation of promotional expenses.

After determining the theme, you should "pull the tiger's skin as a banner" as artistically as possible, downplay the commercial purpose of the promotion, and make the activity closer to consumers and more impressive to consumers.

This part is the core part of the promotional activity plan. We should strive to be innovative and make the activity shocking and exclusive.

4. Activity methods

This part mainly explains the specific methods of carrying out activities. There are two issues that need to be considered:

1. Determine partners: get the government as your backing, or use the media’s “sheep’s head” to sell your own “dog meat”? Does the manufacturer act alone, or join forces with dealers? Or joint promotion with other manufacturers? Cooperating with the government or the media can help build momentum; joining forces with dealers or other manufacturers can integrate resources and reduce costs and risks.

2. Determine the degree of stimulation: To make a promotion successful, the activity must be stimulating and stimulate the target audience to participate. The higher the stimulus level, the greater the sales-boosting response. But this stimulus also has marginal effects. Therefore, it is necessary to analyze and summarize based on promotional practices, and determine the appropriate level of stimulation and corresponding expense investment in combination with the objective market environment.

5. Event time and location

Proper selection of the time and location of promotional activities will get twice the result with half the effort, but improper selection will be thankless. In terms of time, try to allow consumers to have free time to participate, and in terms of location, we should also make it convenient for consumers, and communicate with urban management, industrial and commercial departments and other departments in advance. Not only is the timing and location of launching a promotional campaign important, but also how long it lasts to achieve the best results also requires in-depth analysis. If the duration is too short, repeat purchases cannot be achieved during this period, and many of the benefits that should be obtained cannot be realized; if the duration is too long, the cost will be too high, the market will not be popular, and the value in the minds of customers will be reduced.

6. Advertising Cooperation Methods

A successful promotional activity requires all-round advertising cooperation. What kind of advertising creativity and expression techniques should you choose? What kind of media should you choose to promote? These all mean different audience reach rates and cost investments.

7. Preparation

Preparation is divided into three parts: 1. Personnel arrangement; 2. Material preparation; 3. Test plan.

In terms of personnel arrangements, "everyone has something to do and someone is in charge of everything", with no blank spots or intersections.

Who is responsible for communicating with the government and the media? Who is responsible for copywriting? Who is responsible for site management? Who is responsible for gift distribution? Who is responsible for customer complaints? All aspects must be considered carefully, otherwise you will get into trouble and lose sight of the other.

In terms of material preparation, everything from vehicles to screws must be listed in detail, and then counted according to the order to ensure that nothing is missed, otherwise it will inevitably lead to chaos on site.

Particularly important is that since the activity plan is determined on the basis of experience, it is necessary to conduct necessary experiments to judge whether the selection of promotional tools is correct, whether the level of stimulation is appropriate, and whether the existing channels are ideal. . Test methods can include asking consumers, filling out questionnaires, or piloting programs in specific areas.

8. Mid-term operations

Mid-term operations are mainly about activity discipline and on-site control. Discipline is the guarantee of combat effectiveness and a prerequisite for the perfect execution of the plan. The plan makes detailed provisions on the discipline of all aspects of personnel participating in the activities. On-site control is mainly about arranging all aspects clearly, keeping busy but not chaotic, and orderly. At the same time, during the implementation of the plan, the scope, intensity, amount and focus of the promotion should be adjusted in a timely manner to maintain control of the promotion plan.

9. Post-continuation

Post-continuation is mainly a matter of media publicity. What method and media will be used to carry out follow-up publicity for this event? Melatonin is a master at this, and even a less-than-successful promotion will be a hit in the media.

10. Cost budget

It is necessary to budget the cost input and output of promotional activities. The reason why Aido VCD's "Operation Sunshine Plan B" ended in failure was that there was no budget for expenses. It was not until after the activity was launched that the company discovered that the company had no financial support for this plan. For a good promotion, a good idea alone is not enough.

11. Accident prevention

Some accidents may occur in every activity. For example, intervention by government departments, consumer complaints, or even sudden changes in weather that prevent outdoor promotions from continuing, etc. Necessary human, material and financial preparations must be made for all possible unexpected events.

12. Effect estimation

Predict what kind of effect this event will achieve, so as to facilitate comparison with the actual situation after the event, from the level of stimulation, promotion timing, promotion Summarize the success and failure points in various aspects such as the media. Marketing plan planning for home building materials (2)

With the gradual changes in lifestyle, the way customers buy building materials products is also changing: in addition to buying building materials in the traditional stall-based building materials market, they also There are building materials supermarkets, designer recommendations (purchase at the decoration company's material showroom), temporary stores in the community, the Internet and other other options. Diversified customer choices and diversion of customer sources are irreversible facts. Community promotion is refined marketing and a powerful weapon to win over consumers at the terminal. The following are the steps on how to carry out community promotion:

1. Establish a community promotion team

Establish a community promotion department and appoint a manager to be responsible for the daily management of promotion salesmen and the entire city. Conduct real estate dynamics surveys and launch preliminary public relations activities. Responsible for all matters that cannot be handled by community promotion personnel, such as entertainment, gift-giving, and dealing with unreasonable requests from community management personnel. Choosing a good department manager is of great significance to the smooth development of work. The key is how the manager does a good job in team building. The staffing for promotion in a single community is fixed at 1-2 people, and a performance management system is implemented.

1. Recruitment: The requirements for community promotion sales personnel are: hard-working and persevering. Recruit some vocational high school, technical secondary school, and college students who have experience in property management. Undergraduate students are generally not required. The work experience is suitable for half a year to one year. Moreover, the previous work is similar to the current on-site work in the community and has a certain degree of interpersonal communication. Ability and good moral character.

2. Training: In terms of training, first understand product knowledge, performance, company strength, and services, and establish confidence in the company and products first. The company's products are good, and the service is considerate. Instill the company's philosophy and marketing skills in a timely manner during the work process, and correct inappropriate behaviors, thoughts and processes during the work process to enhance their sense of attachment to the company. Hold symposiums for employees who have done well in the past month, let employees with outstanding achievements teach their experiences, and deliberately arrange for junior employees who have not done well to ask questions and consult. Holding more exchange and summary meetings will help boost morale.

3. Encourage: Community promotion staff are prone to setbacks in their community sales work. If they do not help community sales staff adjust their mentality in a timely manner, it is easy for the sales staff to become discouraged and their confidence will decline, which is extremely detrimental to their work. You can use the morning meeting time to share the success stories of some colleagues: strengthen team building, such as encouraging employees more than criticizing, being polite when meeting, caring every step of the way, group activities, etc. Through these means, the morale of community extension personnel is encouraged.

4. Incentive: Performance can best prove the ability of business personnel. Developing a performance appraisal management system acceptable to both parties is conducive to the continuous improvement of performance. Performance management should be based on guaranteed commissions and more rewards for more work, and implement a multi-form reporting system to enhance the confidence of community promotion personnel, and invisibly encourage community promotion staff to spare no effort in their work style, so that community promotion can achieve substantial results. sexual effect.

2. Conduct a community census, establish real estate files, and make a property distribution map

Conduct a comprehensive census of the communities and properties in the area to understand the positioning, price, and unit type of each property , number of households, supporting facilities, development company, property company, opening date, expected decoration date, decoration company stationed, whether there are competitors, etc., establish a real estate file, then mark the real estate name on the map, and hang the real estate distribution map in the office , the communities that have been settled are marked with "red flags", and new properties are added in a timely manner.

3. Classify real estate

We divide the community into five types: commercial housing, fund-raising housing, demolished housing, rental housing, and villa housing.

1. Fund-raising housing.

Characteristics: The owners are familiar with each other, the decoration time is concentrated, and there is a situation of comparison with each other. Information spreads easily and reputation is easily established. Most of them are properties built by large state-owned enterprises, banks, schools, hospitals, and governments.

2. Commercial housing.

Characteristics: The decoration takes a long time, the decoration level requirements are high and scattered, the relationship between the landlords is relatively closed, and the home decoration company is trusted.

3. Household demolition and rental properties.

Characteristics: The decoration time is short, the economic level is uneven, the decoration requirements are generally not high, and most of them are double-packed and convenient.

4. Small villa.

Characteristics: The decoration budget is relatively high, and most of them are designed and constructed by home improvement companies. The distribution is scattered, the decoration time is long, and the pursuit of quality and effect is pursued.

Category the real estate information you have on hand and use different colors to distinguish them on the real estate distribution map.

4. Evaluate the development value and determine the entry method

After analyzing the properties one by one, first evaluate whether the property is worth entering, that is, evaluate the input-output ratio of the property. , to conduct input-output analysis, the following sets of data need to be clarified:

1. How many people need to be invested? How many days will it take?

2. How much is the initial public relations fee?

3. How is the rent? What are the costs for display materials and promotional materials?

4. What is the estimated sales revenue?

After calculation, if it is worth entering, then decide in what way, that is, the input-output method.

At present, the ways to enter the community are:

1. Rent a storefront or garage and set up a temporary sales point/display area.

2. Jointly enter the home decoration company.

3. Jointly enter with other industry brands.

4. Publicity: Hang banners and posters at the main entrances and exits of the community, or hang banners and posters on the balconies and windows of owners who have used our brand products.

5. Public service advertising: Sponsor the production of community floor signs, house numbers, promotional posters and public welfare slogans in elevators, sponsor the production of community public service billboards, bulletin boards, signs, advertising electronic clocks, community seats Chair, community property magazine.

6. Sponsor activities held by the community, such as property collection parties, property sales promotions, and owners’ evening parties held by community developers.

7. Weekend sales: During the weekends, the promotion team rents a venue to display products.

8. People running around: community promotion personnel visit homes sporadically.

(1) Different entry methods should be adopted for different types of real estate:

1. Fund-raising housing.

As the focus of development, concentrate resources on development, suitable for renting storefronts and setting up temporary stores. Make the first model house, pay attention to maintaining good relationships with opinion leaders, and use word-of-mouth publicity among owners to drive sales.

2 Commercial housing.

① For large communities, you can rent the storefront and set up temporary stores; for large communities with many households and high-grade decoration, you can set up temporary stores and send a development team to set up temporary stores on Saturdays and Sundays. Information desk for publicity.

② Make full use of the model house to promote the effect and guide customers to conduct word-of-mouth publicity.

3 Households to be demolished/rental properties.

① For large-scale properties, you can consider renting a storefront or garage, etc., and setting up a temporary location;

② For communities with low-grade decoration, where people mainly run away, the contractor will be contacted /Publication work, etc. are the focus of the work.

4 small villas.

Focus on establishing relationships with home decoration companies. Most of these owners are purchased by designers or decoration companies.

(2) Publicity methods in different periods

1. Early stage: In the early stage, the focus is on the public relations work of the developer and the sales department. There is no need to invest too much manpower and material resources, as long as you are familiar with the sales department. The managers and sales girls in the building department should have more emotional communication with them. As time goes by, they may be able to obtain the information of the home buyers from them and solve the key problems for telemarketing. In the initial tasks, we should also strive to Put the brand's promotional leaflets and small and exquisite promotional materials in the sales department; if possible, place billboards, X-frames, and small display racks in the sales center for promotion. By mastering the owner's file, we can communicate with the owner by phone in the early stage to understand the owner's preliminary needs and make an appointment for face-to-face communication.

2. Mid-term: It is the critical period for community promotion. Different entry methods are determined for different communities. (See the table above for details)

3. Later stage: In the later stage, the focus is on telemarketing. Many owners do not know much about the product and have a strong herd mentality. They can use the customers who have purchased in advance in the community as examples, and take realistic photos of all the users who have used the brand, and vigorously promote it to new customers.

5. Preparation before moving in

Material list:

1. Display rack: mainly simple display racks, which are convenient for transportation and disassembly.

2. Products: Choose an appropriate product mix according to the grade of the community. For example, high-end real estate, you need to choose some distinctive products and new products for display; if it is affordable housing, you can choose some cost-effective ones. product.

3. Tents and parasols: Print the corporate CI image in a unified manner and deliver it to the community activity site before the community direct sales activity starts to increase the visibility of the company and products, enhance the brand image, and create an atmosphere.

4. Image tables, tables, and chairs: A number of portable, standard image tables and tables and chairs.

5. TV, computer, VCD: Attract crowds with sound; computer site design can actively interact with owners.

6. Publicity materials: large album, honorary certificate, test report, project case, sales record, etc.

7. Small gifts: given to owners.

8.

9. Community leaflets are a very important community promotion tool. Shopping guides or temporary shopping guides should distribute a large number of promotional materials and DM leaflets to consumers at the entrance of the community, intersections with large traffic, main roads and community event sites. The information conveyed to consumers should be direct and complete, so The DM promotional leaflet includes the company profile and company philosophy, etc., and appropriately prints the product model, specifications, renderings and introduction. In addition, after-sales service commitments and after-sales service contact numbers are added to relieve consumers from worries.

6. Officially stationed in the community

There are three ways to choose from to officially enter the community for promotion and sales.

(1) Entering alone.

The venue should be the most popular square or a must-pass aisle in the community.

In the layout of the venue, steel structure tent-type exhibition stands are generally used. This kind of exhibition stand is windproof, sun-shading, rainproof, very strong and easy to disassemble. It is also very eye-catching and has good publicity effect. Product display mostly uses simple display racks. It should be equipped with a unified image platform.

(2) Different industry alliances and joint presence.

In order to share resources and save costs, you can find some related brands in other industries that are well matched to cooperate with each other for public relations, publicity, display, and promotion, such as ceramic tiles and coatings, ceramic tiles and home appliances, Ceramic tiles and furniture, etc., have the same target customers and basically the same sales time. In this way, when promoting in the community, they can jointly enter the community and promote them together.

(3) Jointly establish a presence with home improvement companies.

For some commercial housing with few residents, it is too costly and risky to move in alone. You can choose to jointly move in with some well-known decoration companies. Use the facade rented by the decoration company to occupy a corner to display product promotional materials and samples. Discuss with the home decoration company and ask designers based in the community to assist in product shopping guides. For each transaction, a certain amount of reward will be given to the designer/decoration company.

7. Reception and product introduction

1. Staff must dress uniformly, follow good business etiquette, and use polite language.

2. Product introduction should be professional and ignite consumers’ desire to buy. If a competitor is also making a point, do not undermine the other party, and do not quarrel with the competitor to compete for customers.

3. Avoid unpleasant things happening, and do not argue with consumers, especially in terms of after-sales service. Shopping guides should explain clearly and not mislead consumers. Remember that "the customer is always right." belief.

4. Give small gifts such as tissues and balloons to the owners to gain favor. Tape measures, calculators, and umbrellas that are necessary for some owners can be lent to the owners after registering their names, addresses, and phone numbers, and they can be taken back during the next home visit. However, it is necessary to do a good job in the storage and sales statistics of goods and gifts to prevent the loss of goods and gifts.

5. Promotion personnel should take the initiative, distribute leaflets and small gifts to passers-by, and guide them to visit the display location.

6. During the reception, it is actively recommended that the owners make an appointment to visit the headquarters showroom and home decoration courses.

7. Actively introduce promotional activities and group buying plans for this community.

8. Pack the information given to the owner in a paper bag or plastic bag, which makes it look very "precious" so that the owner will not throw it away casually. Information generally includes: product summary leaflets, group purchase guides, promotional leaflets, home improvement class previews, pick-up and drop-off time schedules, salesperson's business cards, etc.

9. Evaluate the effectiveness of community direct sales activities and make cost budgets for filing.

8. House sweeping

The so-called house sweeping is to conduct door-to-door visits, rather than simply stuffing product information into the cracks in the door. These materials and information will only be valuable if they reach the owners.

1. Promoters who enter the room should pay attention to business etiquette, dress neatly and be polite. You must not be persistent. When the owner is disgusted, stop it in moderation.

2. Visit the house and bring some gifts, such as tape measures, calculators, paper towels, small umbrellas, etc. that are useful during decoration.

3. Based on the owner files collected in the early stage, it is better to be able to name them. "Hello, Miss Li, I am from the xx brand. I have some information that I would like to show you."

4. The information is packed in a paper bag or plastic bag, which looks very "precious". The owner will not throw it away casually. Information generally includes: product summary leaflets, group purchase guides, promotional leaflets, home improvement class previews, pick-up and drop-off time schedules, salesperson's business cards, etc.

5. Leave the owner’s contact number after visiting. When asking for the owner's phone number, you can say, "There will be some discounts (or home improvement classes, or an appointment to visit the headquarters showroom), so I can keep you informed."

6. There is a trick when sweeping the floor. , generally choose to walk down from the top floor and visit the room from top to bottom, so that the psychological feeling will not be too tiring.

7. After sweeping the building, the owner’s information should be recorded in time.

9. Visit appointment registration/confirmation

For some interested customers, we can recommend them to visit the company headquarters exhibition hall located in the building materials market. Have customers fill out the visit appointment registration form. Then, the night before the agreed time, call the owner to confirm whether he is going and tell him the specific time.

10. Picking up target customers to visit the exhibition hall

Picking up target customers to visit the exhibition hall is a very important action in community promotion. As long as they are willing to visit the exhibition hall, it means successful sales. The rate has reached over 60. During the pick-up and drop-off organization process, strict arrangements must be made to leave a good impression on customers. The number of people picked up and dropped off at each time is approximately 30, which can fit into a minibus. Pick-up and drop-off times are on Saturdays and Sundays.

11. Exhibition Hall Reception

After customers are transported to the exhibition hall, store shopping guides and community promotion personnel are divided into several groups to receive them. During the reception process in the exhibition hall, ensure that there is someone to receive each customer, and no one should be neglected. A banner or welcome sign should be hung at the entrance of the exhibition hall to show welcome.

12. Home Decoration Class

Jointly carry out home decoration classes with home decoration companies to design and teach decoration knowledge and processes for free, including the characteristics and decoration style of this product, housing decoration Key points in material selection, design, decoration and how to control decoration costs, etc. The time is generally chosen on Saturdays and Sundays.

13. Accepting reservations

Customers can start accepting reservations after staying in the exhibition hall for about an hour. To encourage customers to make reservations, the following methods can be used:

1. Group buying discounts: Explain to them the preferential policies for group buying.

2. Promotional measures: Introduce the recent discounts and gift plans for the xx community.

14. Group buying

Group buying is collective buying, some are called centralized purchasing.

There are two ways of group buying:

One is convened by opinion leaders (this method is especially suitable for the unit’s fund-raising housing or uniformly built dormitories). "To catch the thief first, catch the king". When doing group buying, first find and capture "opinion leaders and enthusiastic people", especially heads of labor unions, welfare departments, administrative departments of some units and agencies, or retired cadres. These people have certain influence in the community. With their appeal, you can use them to organize group purchases and give them certain rewards based on the number of group purchases. The breakthrough of group buying is to build a model house first, and then the group buying convener organizes the owners to visit the model house, so that the probability of closing the deal will be much greater.

The second is to use BBS for online recruitment. Post some group buying posts on tiles in the name of the owners on some real estate websites, decoration material purchasing websites, or BBS on community websites, and those who are interested in buying will follow the posts. This is especially effective for some "white-collar workers" who often go online and shop online.

Group purchase price: It must be lower than the lowest retail price. If there are more than 5 households, you can enjoy the group purchase price. The group purchase price is 10% off the lowest retail price.

15. Community return visits

According to the list of product reservations, return visits to each customer one by one to verify usage, arrange delivery, collect payment, guide construction, return/replacement Goods and other services.

For owners who have not visited the exhibition hall for some reason and are more interested, you can contact them in advance to visit the company's headquarters and introduce them to the company's headquarters exhibition hall. The emphasis should be on how many households have completed transactions and strive for success. Sale.

When each owner is ready to move in, you can send a text message or call to congratulate them on moving to their new home, and ask them whether they are satisfied with the product quality, service process, and decoration effect.

16. Word-of-mouth publicity

In the process of community promotion, we must be good at using customers who have made transactions to carry out word-of-mouth publicity. In order to encourage customers to carry out word-of-mouth publicity, a promotion policy can be implemented for old customers. If they introduce an owner to make a deal, they will be given a few percent reward or some gifts.

At the same time, for some hesitant customers, you can take them to the decorated customer's place to see the effect of product decoration.

In addition, you should organize the customer list of this community into a table and take photos of the decorated residences as "evidence" to show to other potential customers, which can play a very good " "Final kick" effect. My suggestion is to spread the word in stages. In the first stage, put up some posters to make your product brand and target consumers familiar; then do some activities in the community at the right time. Of course, the theme needs to be explored deeply to attract people. The key is to be interested and get the media interested. It forms a small event (benign), and finally your business content can be nakedly presented. Also, I think it is safer to rank them based on integrity or product differentiation. Most industries that directly face terminals will cause consumers to feel a crisis of trust.

Community poster promotion can only be used as an auxiliary communication method. Your product positioning is above average, and the communication image must also conform to the product positioning. However, mainly communicating in the form of community posters obviously does not meet the product positioning, because the community The poster format feels a bit low-end. It is okay as an auxiliary communication method. No one will become your customer just because they see the poster.

Therefore, it is recommended that you pool your resources to build elaborate large-scale billboards on the outskirts of individual high-end communities, and then go deep into the community to do detailed work and strive to win a model community. After a single point of breakthrough, it will be much easier to use high-end model communities to attack other ordinary communities, and the owners will also easily accept it.