Decoration company is a professional design company integrating interior design, budget, construction and materials. The following is the decoration company scheme shared by J.L. Welcome to visit more popular entrepreneurial projects (www.oh 100.com/chuangye).

After more than ten years of development, XX has gained a high reputation in XX and even XX. But XX Decoration Co., Ltd. only entered XX years ago. Because I haven't entered the XX market for a long time, I haven't done a good job in advertising, and my popularity is not very high. At present, there are many decoration companies in XX decoration market, among which the most influential ones are XXXXXXX. At present, XX decoration industry is on the rise, and * * is facing strong competitors. How to proceed? XX？ Brand building and large-scale marketing activities to seize the XX home improvement market is still a top priority.

Target consumer group analysis

Positioning of consumer groups: XX, XX branch takes high-end income groups as an important goal in XX, and the effect is not very satisfactory. According to the customer structure analysis of XX Decoration Company, the working class accounts for about 50% of the total customers. Comprehensive analysis, the main target consumer group of XX decoration should be the middle-income group, that is to say, the middle-end group should be given priority to, taking into account the high and low end.

Target consumer groups are divided into three categories. The first category is the middle-end consumer group, 28 years old? Between the ages of 35, it is the mainstream of the city, accounting for the largest population, with relatively stable jobs and fixed income. They pursue cheap and good quality in decoration choice, so we should focus on this first group of people, highlight XX's X-style decoration style (fashion, avant-garde, art and humanity) in advertisements, and slogan that high taste does not mean high price. The first category is our main advertising and promotion objectives.

The second category is high-end consumer groups, 35 years old? Between 50 years old, senior white-collar workers in foreign enterprises and joint ventures, private entrepreneurs, leaders of state-owned enterprises, senior civil servants with rich economy and fixed assets. This kind of people are relatively rich in economy, as long as the decoration grade is high and the price is higher, they will not care too much.

The third category is low-end consumer groups, which are low-income working families in cities. At present, such groups also account for a large proportion in the XX home improvement market, and they pay more attention to simplicity, comfort and cheapness in decoration. Therefore, it is necessary to make targeted advertisements and pay attention to the actual price of the decoration price for this part of the population. The price should be lower than that of similar decoration industries, and at the same time, the quality of decoration should be guaranteed, and the service commitment should make consumers feel at ease.

market strategy

High-end image, low-end market, mid-end profit.

advertising strategy

1 Brand building and marketing are combined with equal strength.

2. Integrate various resources to form a joint force.

Brand building and marketing echo each other to form a powerful systematic project.

4. Advertisements should be targeted to prevent power from being dispersed.

5. Should the advertising content stand out? Differentiation? That is to highlight the advantages of XX decoration, try to make XX decoration a leading image in XX decoration industry with clever propaganda, and pay attention to its X style in details.

6 advertising style should be powerful.

Media selection

1, newspaper soft text, hard advertisement.

2. TV feature films.

3.VCD CD.

4, outdoor advertising (including outdoor billboards, light boxes, temporary outdoor advertising)

5. shopping tips

6.DM flyers.

7.VIP membership card.

8. Community promotion.

9. Exhibition activities.

According to the above advertising strategy, the following advertising scheme is formulated:

Marketing plan

Advertising is divided into two key points, namely, brand building and promotion activities are carried out at the same time.

First, brand building.

Scheme 1 newspaper advertisement: firstly, cooperate with Jiangnan XX newspaper or XX newspaper and XX evening news to develop? New home? A new life? The theme of the column covers all aspects of home improvement. For example; Answer the questions encountered in home improvement, the knowledge about home improvement materials, home improvement design schools and so on. XX professional designer answers for you. At the same time, introduce some knowledge about home decoration and maintenance.

At the same time, do the print advertisement of XX newspaper, mainly the image advertisement of XX. The main appeal is that it was founded by XX, which is the pride of XX people and has won many national awards. Reliable quality, unique design, comprehensive service, guaranteed materials and reasonable price? Wait a minute.

Option 2: Shop advertising: Choose 40 storefronts on XX Street for signboard advertising. Requirements: The main street should have at least one or two storefront signs, and the density of busy streets is relatively higher than that of remote streets. The start-up time starts from the beginning of May. Shop sign design highlights XX logo and XX slogan? Give us the decoration, and you can go to work with confidence? . The background color of the shop is * *.

Option 3: Outdoor advertising: put it at the same time as the store. It is suggested to publish outdoor advertisements around XX, XX and XX. Among them, XX and XX plates are equipped with large-scale roof lighting advertisements, and XX plates are equipped with light boxes. Outdoor advertising can quickly establish the brand image of XX decoration.

Scheme 4 invoice advertisement: Generally, consumers who eat in high-end hotels will consciously ask for invoices. If XX decorative advertisement is printed on the invoice, it will have unexpected effect. Invoice advertising has two advantages: first, it has a large circulation and a large number, which is conducive to expanding its influence; Second, it is highly targeted: generally, people who come to the hotel to ask for invoices have certain spending power, either have the right or have money, which are our target consumer groups. In this way, the advertisement is very targeted. Can you do that? Targeted? .

Option 5 Elevator advertisement: Office workers in high-end business buildings generally belong to the middle and high-end income class, and advertise elevators in the elevators of the building (try to be concise in words, exquisite in workmanship, and have an impact on the screen, attracting the attention of elevator users at the first time and leaving a deep impression for a long time).

Scheme 6: Advertising in trade publications: High-end consumers will travel frequently due to work, and the preferred means of transportation for business trips should be airplanes. In view of this feature, XX image advertisements should be made in newspapers and periodicals donated by XX. It is also very targeted.

Scheme 7 TV feature film advertisement: XX decoration, as the first-line brand of XX home improvement, has first-class decoration quality, advanced decoration concept and very attractive corporate culture, but most of them are unknown to Nanchang citizens. And these are not clear in a few words. So let Xingyi's projects speak and let Xingyi's users speak? Suggest shooting a series of TV feature films, divided into? Quality articles? 、? Material articles? 、? Craft articles? 、? Ideas? 、? Design articles? 、? Comprehensive articles? Six episodes, each five minutes ***30 minutes, broadcast in non-prime time on TV. Later, the XX feature film will be made into VCD and distributed in a targeted way.

Option 8: soft text advertisement: according to the content of TV feature films, soft text is published in newspapers continuously.

Scheme 9 DM flyer advertisement: Cooperate with XX Postal Delivery Bureau (or newspaper distribution department) to deliver beautifully printed DM flyers (with XX decorative discount gold cards printed on them) to the mailboxes of users of medium and high-end real estate. This form of advertising is also very targeted.

The above plans should be coordinated, and advertising should be unified in brand building and service commitment.

Second, the market promotion

Marketing activities should be carried out simultaneously with brand image building. In view of the fact that the popularity of * * in the * * market is not very high, while establishing the brand image, we should also launch a strong marketing campaign accordingly.

Marketing activities should be aimed at the first kind of target consumer groups: middle-income families. Most of these consumer groups are office workers with stable income and relatively high education level. I hope that the decoration process can reflect the high-grade style, but the decoration fee should not be too large. So, what is our marketing appeal to this target consumer group? Does high grade not mean high price? 、? Feel the charm of Guangdong home improvement at the local home improvement price. ?

The second target consumer group: high-income families. This consumer group is well-off and doesn't have to worry about money. When decorating, they pay more attention to luxurious, fashionable and high-grade decorative styles. Therefore, the appeal of advertising to this consumer group is high-grade, high-quality and high-level service. Give every high-end owner a five-star home? !

The third target consumer group: low-income working families. In advertising, we should reflect the humanistic care of form and meaning, emphasize * * *, and launch? Working-class home improvement solution? . The appeal point in the advertisement:? Food stall home improvement consumption, hotel-level home improvement service? .

The following is divided into three aspects:

Marketing alliance

The first strategy is to cooperate with well-known brand air-conditioning distributors (such as Haier Air Conditioning)? Buy Haier air conditioner and send a decorative gold card worth 2000 yuan? Activities to promote the marketing of XX decoration in the peak season of air conditioning sales.

Strategy 2 High-end hotels, nightclubs and sauna bath cities are leisure places for middle-and high-income people. Establish friendly cooperation with these consumer places, and issue XX decorative VIP gold cards through these consumer places.

The third strategy is to establish cooperative relations with China Mobile and China Unicom, and present XX decorative VIP discount gold cards to the big customers of China Mobile and China Unicom.

Community promotion

In the real estate with considerable occupancy rate, cooperate with the residential property management department to do residential promotion activities to create momentum for large-scale marketing activities in advance.

Promotion form:

(1) at the gate of the community? x？ The booth also distributed * * leaflets (single page) plus a handbag (with XX logo and advertising language printed on it) to past residents.

(2) The company set up booths at each community activity site to conduct on-site decoration consultation.

(3) Set rainbow doors, background boards and exhibition boards (demonstration rooms) at the activity site.

Promotion time:

A week is good. What's the timetable? Five? One? Ten? One? Large-scale activities are carried out in the middle, which serves as a link between the past and the future.

Specific matters:

1, the purpose of community promotion is to cooperate with large-scale promotion activities, so the advantages of XX decoration are mainly highlighted in the design of advertisements, which reflects the difference with the decoration industry of peers. The time and place of holding large-scale promotion activities and specific preferential projects are also informed.

2. Staffing: Each community is equipped with a professional designer and two or three staff members to assist in distributing leaflets. Pay attention to personnel etiquette and dress.

3. Number of community promotion: 20 communities are planned.

4. Community promotion time: late X month, X month, X month, X month in XX year.

New architectural strategy

The purpose of the new building strategy is to carry out multi-directional and multi-level brand penetration of XX decoration for the new building. After consumers look at the house and buy a house, they must think about the decoration. Now they are thinking about it. Sleep? Suddenly someone sent it? Pillow? , will play a very good role in brand building and marketing of XX.

Specific implementation scheme:

(1) Select the sales department of several relatively high-end buildings (XXXXXX villas, etc.). ) to cooperate, that is, to give every consumer who buys a house a XX decorative VIP gold card worth 3000 yuan, and promise to return 3%-5% to the sales department for every single home improvement business.

(2) Make picture books and leaflets for the new property free of charge, provided that XX decorative signs and telephone numbers are printed on the signboard of the property.

(3) Put a big rainbow door when the new building opens, which reads? XX decoration wishes the completion ceremony and the smooth opening of the property? In that case.

(4) Distribute brochures (folding pages) to the buyers when the new property is grandly opened, reflecting the decorative style of XX (fashion, avant-garde and art). In addition, at the same time as the album is distributed, a professional designer can be arranged at each real estate site to answer the problems encountered by residents in the decoration, and two or four friendly people can also be arranged. Miss XX? Wear clothes with XX decorative logo to attract consumers' attention.

Large-scale promotion and public relations activities

Large-scale promotion and public relations activities are the highlights of the marketing plan. * * * Decoration can't establish a * * * brand image in XX without successful promotion and public relations activities. Because the promotion and public relations activities are large in scale and involve many aspects, it is relatively difficult to implement, so it must be carefully planned before implementation. Among them, we should consider the budget, staffing, time and place of the event, promotion focus, clear theme and, most importantly, how to hold it. In what form can we mobilize the participation enthusiasm of the target consumer groups to the maximum extent? How can we achieve the expected most satisfactory advertising effect?

In order to better realize the brand establishment of XX decoration in XX and enhance its business volume, we are going to implement a number of large-scale activities, with the aim of making XX decoration an instant hit in XX and eventually becoming a leader and evergreen tree in XX home improvement industry.

Activity 1:? Passion x month? XX gives the working people an art family series of activities.

? XX？ It's a festival for working people all over the world, chosen by all walks of life? XX？ As an important part of marketing, * * is no exception, using? XX？ The purpose of holding a seven-day exhibition during the holiday is to give XX working people an artistic home.

Time: x month x day to x month x day

Venue: at the entrance of XX Square (to be determined)

Theme: Give the working people an artistic home.

Site layout: rainbow doors, balloons, booths, stereos, carpets, background boards, mobile bulletin boards, etc.

Activity content:

(1) On-site consultation of gold medal designers.

(2) Visit the * * model house for free.

(3) there is a prize to guess!

(4) Various interactive game activities!

(5) Small-scale theatrical performances

(6) Signing customers' big draw!

(7) Issue XXVIP membership gold cards.

Advertising renderings:

Outdoor advertising: Temporary outdoor advertising is posted on the south wall of Wal-Mart Plaza.

Newspaper advertisements: XX Evening News, XX Evening News, XX Daily News, etc. Are they all published at the same time? Invitation? (invitation)? Invite owners to participate in a series of activities.

DM single copy: 50,000 copies of DM direct mail will be distributed. Invitation? (invitation) delivered directly to the mailbox of the host's home.

Advertising copy:

XX decoration, a national first-line brand of home improvement, was founded by XX people and is the pride of XX people. Its distinctive X style, unique design, first-class quality and perfect service have attracted countless mainland car owners. Now, she has returned to XX to benefit the people of XX.

In this annual XX Festival? XXXX pointed out that the festivals of working people all over the world.

Does the company hold XX? Give the working people an artistic home? Series activities, during the activities?

1, all the national model workers are decorated at zero profit.

2. All provincial model workers will enjoy preferential treatment.

3. All the city model workers will get a discount.

4. What's your name? x？ x？ Both words are zero-profit decoration (enjoy the treatment of national model workers).

5. Is it in your name? x？ Words or? x？ Every word was discounted.

6. All other participants will get a discount.

Activity 2: Dream of X Month XX Cup? I want to have a beautiful children's painting competition.

? Six? One? This is a festival for children all over the world. Parents all over the world want their children to grow up healthily. x？ x？ Have a XX cup in the meantime? I want to have a beautiful home? The children's painting contest provides XX children with an opportunity to show their talents, which is also an expansion? **? A great way to be famous.

Time: publish the details of this activity in the newspaper in the early and middle stages, X? x？ On the day of XX Festival, please sign up for the on-site home improvement painting competition.

Theme: I want to have a beautiful home? .

Location: XXXX

Site layout: rainbow doors, balloons, chairs, tables, background boards and movable bulletin boards.

Jury: Cooperate with XXXX (or other newspapers) and invite XX to paint in its name.

World celebrities and authoritative art professors of major universities jointly serve.

Advertising renderings:

Newspaper advertisement: At the same time, the details of this contest will be published in XX newspaper.

Online advertising: the notice of the contest will be released on the XX hotline and TV network at the same time.

DM flyer: Distribute 2000 copies of DM direct mail to kindergartens and primary schools.

Advertising copy:

* * * Welcome children interested in painting to participate in Nanchang * * Cup? I want to have a beautiful home? Children's painting competition, the competition is divided into two age groups: the first group is children's group (5-8 years old); The second group is the juvenile group (9- 12 years old), with the top three in each group.

Winners will receive honorary certificates and generous prizes:

First place: reward 1000 yuan in cash plus zero profit for decoration.

Second place: Reward 800 yuan with cash plus discount decorative card.

Third place: Reward 500 yuan with cash and discount decorative cards.

? Seven? One? Since the birthday of the Party and the August 1st Army Day span a long time and the holiday time is relatively short, these two months are only for simple promotion, and community promotion can also be concentrated in these two months.

Activity 3: * * *? Warm September? 、? Bright October? A series of activities.

Mid-Autumn Festival on August 15, Teacher's Day on September 10, and National Day on September 10/0 follow one after another, which is the peak season for promotion of various products.

It is planned to hold the largest series of activities on the basis of previous activities, mainly to connect several festivals in series to push the marketing activities to a climax.

The activity is divided into three parts.

The first link: Can't Xingyi Cup be finished? Home? The story of a large-scale essay activity.

Mid-Autumn Festival on August 15, around * * *? Home? Make a fuss and launch the Star Art Cup. Home? Stories? Large-scale essay activity.

Advertising renderings:

Newspaper advertisements: Nanchang Evening News, Economic Evening News, Information Evening News, and Jiangnan Metropolis Daily published detailed descriptions of prize-winning essay-writing activities.

Website advertisement: publish the content of the award-winning essay on relevant websites.

DM leaflet: Cooperate with post office delivery units to distribute contest registration forms and related activities in high-end living quarters.

Advertising copy:

Every owner who buys a house will always have an unusual story about decoration, in which only he can understand the ups and downs. In order to provide a platform for owners to communicate, and also give people with special interest in literature an opportunity to express themselves, Xingyi held a special theme: Being a guest, endlessly? Home? Stories? Award-winning essay contest, let more people share your home improvement story.

(1) Anyone who is interested can attend. Please contribute enthusiastically.

(2) This competition is not limited by age, occupation and region.

(3) The contest begins in August of the lunar calendar and ends at the Mid-Autumn Festival on August 15th.

(4) Select the top three before the contest and give generous rewards:

First place: bonus yuan, zero profit decoration.

Second place: bonus yuan, and preferential decoration.

Third place: bonus yuan, and preferential decoration.

(5) All contributors have exquisite souvenirs and enjoy decoration discounts.

The second link:? Warm September? Excellent teachers at provincial level can visit Guangzhou for free!

Advertising copy: September 10 is Teacher's Day. Teachers are a noble profession. They cultivate talents for the country, care for their elders and offer love to hardworking gardeners. We specially organized several excellent teachers from Jiangxi to take a free two-day tour to Guangzhou during Teacher's Day: all teachers who signed contracts with * * * company during the activity will enjoy preferential treatment!

Time: Go to Guangzhou on September 10, and return to Guangzhou on the evening of 12.

Venue: farewell ceremony will be held at * * airport.

Main topic: Warmly send off excellent teachers to visit Guangzhou for free.

Website layout: drum band, banner, balloon.

Advertising effect map: publish news in major newspapers and media in advance, and select several outstanding teachers from major universities to send invitations. At the farewell ceremony, special reporters from various news media were invited to shine in the news media that day.

The third link: brilliant October, grand? Home? Time.

October 1st is National Day, which is celebrated by the whole country. There are seven long holidays, and people usually go out to play these days. Therefore, * * should seize the opportunity to plan large-scale activities, which will play a great role in * *' s marketing.

Time: Seven days of National Day

Venue: Bayi Auditorium or the entrance of Fortune Plaza.

Venue layout: booth, background board, carpet, temporary dressing room layout, stereo, balloon.

Activity content:

1, * * * Fashion Show: * * A special show with the theme of printing * * decorative model rooms on clothes was held? * * Model house fashion show? . Fashion design is: fashion, classicality, simplicity, luxury, detail and comprehensiveness. This kind of activity is very distinctive and will definitely cause a sensation in Nanchang!

2. Gala activities: * * The company meets with the owner on site.

3. On-site consultation activities.

4. Other activities.

Advertising renderings:

Newspaper advertisement: Publish news in Nanchang Evening News, Jiangnan Metropolis Daily and Information Evening News in advance.

Outdoor advertisement: temporary curtain advertisement is hung in Bayi Square.

DM leaflets: print10,000 DM leaflets and distribute them in main streets and shopping malls.

National Day large-scale activities have basically come to an end. In the later period of 1 1 month,1February and New Year's Day, we mainly do some backup information sorting work-pay close attention to the effect of advertisements, collect feedback from consumers, conduct market research, and evaluate the effective value of this scheme for establishing brand image and improving business volume. You can also publish some soft advertisements in newspapers to consolidate the impression of * * decoration in people's minds.

Marketing effect prediction

If the above plan can be implemented smoothly, the popularity and reputation of * * * in * * will be greatly improved, and its performance will definitely increase greatly compared with last year.

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