1) market background
With the gradual improvement of people's living standards, the home improvement revolution closely related to life has followed, and the home improvement market contains unlimited business opportunities. The rapid development of the real estate market since 2002 has made it possible for the sustained demand of the home improvement market. On the whole, the home improvement market, which is in the situation of oversupply, is developing rapidly, the overall profit level is improving, and the market competition tends to be high-grade and brand-oriented. The market of home improvement related industries is in the ascendant, and the competition is extremely fierce. With China's accession to the World Trade Organization. Domestic and international competition, home improvement is facing unprecedented opportunities and challenges. At present, the merchants in the home improvement market belong to a single business model. It seems that many home improvement owners have been suffering for a long time: spending a lot of money, running many businesses and watching many brands, in exchange for decoration, tiles, floors, sanitary ware, doors and windows and so on. There are still many problems in quality and service, which is a waste of money and energy. How to make consumers make menu consumption more convenient and economical, enjoy one-stop service and buy satisfactory goods?
2) Product description
Second, the advertising strategy
1) advertising target
1, enhance the appeal of overall cooperation, and maximize the visibility and reputation within the city.
2. Establish the brand image of "XX Family", which shows that it is a disseminator of home improvement knowledge and a professional consumer guide consultant.
3. "XX Jia" brand products have created a supply and demand platform for the home improvement market and consumers.
4. Highlight "XX" brand products, aiming at severely cracking down on illegal acts and institutions, standardizing and purifying the home improvement market, and establishing a healthy and orderly market environment.
2) Advertising creativity
Popularize the knowledge of home improvement, protect the rights and interests of consumers, and take the community as the purpose to strengthen the popularization of home improvement knowledge, advocate green decoration and happy decoration.
3) advertising slogan
1, XX family-prefabricated healthy family 2, because-with "XX family"-
Better life in the future, let you take it home!
Third, public planning.
1) activity plan
Activity time: to be determined. Venue: All residential areas in Yangzhou. Target audience: consumers who need home improvement. 2) activity plan: activity name: assured home improvement public welfare class organizer: "XX Family"
Organizer: XXXX
Consultant: to be determined
Person in charge: to be determined
2) Before the activity: (Layout) Put red air arches, banners, balloons, POP posters and booths in the community.
Arrange the placement position (positioning) of speaker equipment, tables and chairs at the predetermined place. All cooperative members enter the site in advance to do their own propaganda work. Including the preliminary preparation of venue equipment and publicity in the classroom.
Activity start stage:
Venue: (Community Square) Professional sound engineers will pave the way for music effects, create momentum, gather popularity and create an atmosphere. The staff will arrange seats for the cooperative members who participate in this activity.
The host announced the official start of this activity. The host announced the main contents of this activity and the brand introduction of "XX Family". During the whole activity, a cameraman must shoot videos from different angles of time and space, and make beautiful VCD discs for the "XX family" to keep.
Venue: (Indoor venue) The lecturer will make a short opening speech on the stage with the same positioning of tables and chairs and the arrangement of personnel seats. Lecturers are held by cooperative members in turn, and one or two cooperative members can be invited to teach at a time.
Activity 1:
Theme: home improvement knowledge publicity
Time: it starts at 9 o'clock.
Content: communicate with consumers one-on-one in the form of publicity desk, solve consumers' doubts and problems one by one, and distribute leaflets in time.
Activity 2:
Theme: Live Lottery.
Objective: To understand consumers' cognition, understanding, demand and cognitive attitude towards home improvement market through "questionnaire survey".
Time: 1 1 point
Content: Draw a lottery on the spot according to the questionnaire filled by the participants. The "questionnaire" can be distributed to consultants at the information desk or on-site of each cooperative member. Three winners will be awarded each time.
Activity 3: Theme: Jia Zhuang knowledge training
Time:10: 00-11:00
Content: Classroom communication, explaining home improvement information and material market, solving home improvement doubts and problems one by one, and distributing leaflets and gifts in time.
End of the activity: the staff cleaned up the site environment.
Remarks: All the above activities can be promoted in all communities. It is best to set an activity cycle and set a theme for each issue.
Fourth, the advertising implementation stage.
Lead-in period: this period is about half a year, mainly to improve the visibility and reputation in the city. Instill "XX family", the disseminator of Zhuang Jie knowledge and professional consumption consultant, and change the traditional consumption concept of Zhuang Jie owners.
Growth period: This stage takes about one year. On the basis of advertising in the previous stage, the brand image of "XX Home" will be further enhanced, so that when people think of home improvement, they will think of "XX Home".
V. Brand Promotion Planning-Network Part:
1. Overall strategic planning: market analysis, competition analysis, audience analysis, brand and product analysis, unique sales proposition refining, creative strategy formulation, overall operation step planning, investment and expectation setting.
2. Marketing website: website structure, visual style, website column, page layout, website function, keyword planning, website SEO, design and development.
3. Communication material planning: brand image copy planning (establishment of enterprise website), product sales concept planning, product sales copy planning, investment promotion copy planning, product word-of-mouth copy planning, news information material planning, and various advertising copy planning.
4. Integrated communication and promotion: SEO ranking optimization, blog marketing, Weibo marketing, forum marketing, knowledge marketing, word-of-mouth marketing, news soft text marketing, video marketing, event marketing, public relations activities and other virus communication modes.
Verb (abbreviation of verb) data monitoring operation: website ranking monitoring, communication data analysis, website visit statistics analysis, visiting crowd analysis, consulting statistics analysis, webpage browsing depth statistics analysis, and popular keyword visit statistics analysis.
Sixth, advertising media.
1. Choosing a newspaper is the most convenient, and the speed and scope of information transmission are also the fastest and widest. Publicity of major brands (including the names of cooperative members) and theme content of activities. Such as Yangzhou Evening News, Modern Express, Radio and Television News, etc.
2. Choose newspapers for publicity. Self-designed leaflets (printed with advertising slogans) are distributed together with local newspapers, so that consumers can see the leaflets when browsing the newspapers, thus achieving the effect of information transmission.
Thumb chat groups are developing rapidly now. It is undoubtedly a bright spot to screen people with economic foundation and publicize them by using SP SMS.
4. Promotion of popular posters. It mainly plays the role of informing the time and content of the activity and cooperating with the publicity of the on-site activity.
5. Promotion of residential areas. According to the market demand, it is best to popularize the knowledge of promotion, decoration and materials in the form of home improvement classes or training classes.
6. TV set
7, bus stop kanban
Brand planning can greatly improve the effect of brand promotion and reduce the promotion cost only by finding the emotional starting point and burning point of "right" consumers and brands, and having a spiritual dialogue with consumers to achieve * * * sound. From the perspective of demand and motivation, feelings and perceptions, and consumers' attitudes, it is not difficult to find a better brand promotion method by quickly capturing and finding, locating and analyzing customers' emotional factors, so as to achieve the purpose of enhancing brand sales force and solving problems.