The marketing plan of furniture opening activities should pay attention to some small details when working, and learn to respect others at all times. Many things in the workplace are worth learning. Only by learning the rules of the workplace can you feel like a duck to water. The marketing planning scheme of furniture opening activities teaches you to stand in the workplace.
Marketing planning scheme of furniture opening activities 1 The opening activities of furniture stores have a great or small impact on our business confidence. If we can win a great victory on the opening day and achieve good marketing results, the product publicity and exposure of our brand and business confidence will be greatly improved. Therefore, opening a new furniture store must not be sloppy.
In the custom-made furniture industry, the opening of new stores is endless, but many dealers have a little lack of understanding and implementation in the planning of opening activities. No matter which industry opens a new store, most people think that the opening activities of the new store are nothing more than some old-fashioned marketing, such as advertising bombing, buying products to give back or buying two for one, but we have to admit that these old-fashioned marketing still have certain effects. The planning direction of the activity is right, but only a few people can do it. Simply put, the intended customer base is inaccurate. Some people say that there was a lot of people when my new furniture store opened! Why is the probability of clinching a deal so low? In fact, this phenomenon occurs because you don't handle the details well, and the quality of customers is not high. According to human nature, people are always curious about new things, that is, they love to join in the fun and watch the fun. There were many passengers during the opening hours, and the transaction rate was low because he didn't look at the products in demand. There is another phenomenon, that is, when opening a business, don't talk about interested customers, or even the flow of people is pitiful. Both of these phenomena are caused by fewer people.
Accurate customer group drainage
Newly opened furniture stores need accurate customer groups, and the opening activity plan must be effectively publicized in the early stage. If we can't find the target group in need, even if a large number of advertising bombings bring back more inaccurate groups, it won't help. Effective advertising methods include: 1. In-depth publicity in the community is not to distribute leaflets door to door, but to rely on a keen sense of smell and vision to carpet search users who are being renovated and give them preferential information on opening activities. We sincerely invite you to the event site to find out. The success of the invitation depends on everyone's propaganda and negotiation skills, the regional division of users in the community, whether the division of labor is reasonable, and whether the content design of the leaflet can attract people's attention. Only by doing this well can we successfully bring accurate customer groups to the event site.
Content planning of opening activity plan
With the successful drainage of the prelude, it has achieved great success. The content planning link of this scheme is the most important. Otherwise, the cooked duck will fly. Content planning should take these two aspects into account. It refers to how to do it from the perspective of merchants and consumers, and consumers are willing to accept it while benefiting. Pay attention to the discount on the opening day, and what you can do is small profits but quick turnover. Let consumers feel that the product is worth the money. We can set lower prices to attract customers and set off the market rhythm with the help of opening gimmicks. In addition, price discounts, promotional gifts, etc. , even the lottery, lottery and other content is also an essential link. Moreover, the atmosphere and environment on the opening day should be sufficient, and consumers should feel the opening craze and the benefits of products in a high-profile way. Only in this way will the target customers be willing to pay the bill.
Marketing planning scheme of furniture opening activities II. Purpose of the activity
Market background: _ _ Furniture Co., Ltd. was established in 1986. After more than 20 years' efforts, it has developed into a large-scale leading enterprise of civil furniture integrating scientific research, production and sales in China.
_ _ Company has established a multinational R&D team composed of more than 200 top designers from China, Italy, Germany, Denmark and other countries, and set up three R&D centers in Chengdu, China, Shenzhen and Milan, Italy, which mainly research and produce a series of products, including panel suite furniture, sofas, dining tables and chairs, mattresses, soft beds and so on, covering more than 50 series and more than 6,000 product styles, of which two products, panel and sofa, won awards. Is a furniture enterprise that has won two famous brands in China furniture industry. Providing customers with "one-stop home service" is a model of China furniture manufacturing industry. It takes "becoming a world-class home product development manufacturer and service provider" as corporate vision, "providing high-quality home products and services and creating a better home life" as its corporate mission, and implements "customers are water and fish". Employees are water, _ _ is fish; Society is water, _ _ is fish "corporate culture, through continuous system innovation, technological innovation and management innovation, with an international vision, wholeheartedly provide customers with high-quality, diversified home products and services, leading a comfortable, environmentally friendly and healthy home lifestyle.
Purpose of the activity: In order to expand the market share of _ _ furniture, promote sales, establish a good image in the eyes of consumers, and enhance brand awareness and reputation.
Second, the active object.
The main promotion target: consumers who just bought a house,
The second promotion target: successful people born in 1980s, consumers who began to consider buying houses and furniture; Newlyweds and their parents.
Three types of promotion targets: young consumers who are about to enter the society or have short working hours.
Third, the theme of the event
Campaign slogan: Let our major bring you a more comfortable life.
Theme: Provide free professional advice for any questions you want to know about furniture. (such as the maintenance, placement, purchase and collection of furniture. )
Give a small gift
draw for a prize
Knowledge test
Fourth, the way of activities.
Before the activity, coordinate with the local government, get the support of relevant departments, and at the same time conduct publicity and preheating in various media. You can also distribute tickets in conjunction with local dealers before the start of the event, and the main group of distribution is the identified consumers (there are lottery ticket numbers every day during the event).
The specific content is:
1. Cooperate with local dealers, who will provide the venue and _ _ Group will provide manpower and props. Put furniture products of different brands, types, styles and qualities on the site provided by dealers, and equip professionals to explain them to improve consumers' understanding of furniture;
2. Set up an information desk to answer consumers' questions about furniture for free (such as furniture maintenance, placement, purchase and collection, etc.). );
3. Consumers who buy furniture from dealers during the event can get a certain discount with the admission ticket:
4. Provide certain attendance personnel who can accompany consumers home and explain the professional knowledge of the maintenance and placement of furniture in consumers' homes.
5. The host will hold quiz with prizes from time to time, and the winner will get a beautiful gift.
6. There will be a lucky draw before the end of the activity every day, and the winner will get a beautiful gift.
Verb (abbreviation for verb) Activity time and place
Activity time: 9: 00 a.m.-165438+0: 30 p.m. and 2:30-5:30 p.m. every day from May 3 to 6.
Venue: _ _ Fashion Furniture Museum, Address: Block A: opposite the south gate of Block B _ _ Park: west of Block C _ _ City Commercial Bank: opposite the west gate of _ _ Plaza.
_ _ Furniture City, Address: Zhong _ _ Lukou North Road.
Sixth, the way of advertising cooperation
One month before the start of the event, that is, April 1 day, advertising media was put in Xingtai City. The main bodies are TV, magazines about furniture decoration, roadside billboards, car TV, well-known newspapers (such as Niucheng Evening News) and so on. , and launched a cover advertisement. The advertisement is concise and eye-catching, emphasizing that all services of this activity are provided free of charge.
Seven, preliminary preparation
1. Personnel arrangement: furniture instructor: 15, professional knowledge instructor: 10, attendance staff: 20, host: 2, security guard: 30, logistics staff: 5, driver: 5, activity instructor: 10.
2. Material preparation: 20 sets of furniture, tables and chairs, 15 microphones, 2 sets of stereos, some gifts, ID cards of relevant personnel, mineral water, paper cups, 4 movable banners, 6 furniture exhibition boards, 5 umbrellas and 5 attendance vehicles (according to this specification,
3. Government Public Relations: Before the activity begins, arrange public relations personnel to conduct public relations with relevant government departments, gain their support, and ask them to arrange personnel to maintain order at the scene.
Eight, medium-term operation
1. Before the official start of daily activities, the host will briefly introduce the activities;
2. On-site staff should wear uniforms printed with the words "_ _ furniture";
3. During the activity, the lecturers and attendees should maintain a warm service attitude and leave a good impression in the minds of consumers;
4. During the activity, the host should regularly ask questions and answer questions with prizes, and award prizes to the winners;
When explaining, the lecturer should highlight the advantages of furniture and leave a deep impression on consumers. Just because guests don't need it today doesn't mean they won't need it in the future.
Nine. Late continuation
Within one month after the event, the event was reported in _ _ media, mainly newspapers and car media, and the way of reporting was mainly based on the benefits brought to consumers and the good impression on the event.
X. cost budget
Personnel cost: 15000
Venue arrangement: 1500
Props (all kinds of furniture): 7000
Audio equipment: 1500
Site cost: 1000
Gift: 2000
Miscellaneous: 1000
Emergency budget: 1000
Total: 30,000 yuan
XI。 accident prevention
In order to prevent the activities from being difficult due to natural factors such as sudden weather changes, it is necessary to prepare a sufficient number of large parasols, pay attention to strengthening security, prevent possible disputes and other issues, and conduct public relations with relevant government departments to obtain permission for the activities before the activities begin.
Twelve. Effect estimation
Establish a good image of _ _ furniture in consumers' minds, expand the popularity of _ _ furniture, enhance brand awareness and reputation, and increase furniture sales during May Day.