A market analysis
1)Market background
With the gradual improvement of people's living standards, closely related to the life of the home furnishing revolution has also come, the home furnishing market contains unlimited business opportunities. 2002 began the rapid development of the real estate market to the home furnishing market to bring the possibility of sustained demand. Overall in a kind of oversupply of home improvement market development rapidly, the overall level of profitability, market competition tends to upscale, branding. Home furnishing related industries market is booming, the competition is also exceptionally fierce. With China's accession to the World Trade Organization. Domestication of international competition, home furnishing is facing unprecedented opportunities and challenges. The current home improvement market merchants belong to a single business model, it seems that many home improvement owners have long been depressed in the heart of a pain: spend a lot of money, run a lot of businesses, see a lot of brands, in exchange for decoration, tiles, flooring, sanitary ware, doors and windows, etc., the quality of the service is still a lot of problems, not only a waste of money but also exhaustion of energy. How to allow consumers to menu-based consumption, enjoy one-stop service, more convenient, more affordable to buy the desired product?
2)Product Description
Two, advertising strategy
1)Advertising Objectives
1, to enhance the overall cooperation of the appeal, to maximize the expansion of the city's visibility, reputation
2, to establish "XX Home" a brand image, reflecting its home furnishing knowledge of the disseminator and professional guidance of consumer advisers
2, to establish "XX Home" a brand image, reflecting its home furnishing knowledge of the disseminator and professional guidance of consumer advisers
2, to establish "XX Home" a brand image, reflecting it is a knowledge of the disseminator and Professional guidance consumer adviser3, "XX home" brand products for the home improvement market and consumers to create a platform for the supply of demand
4, highlighting the "XX home" brand products aimed at cracking down on illegal behavior and institutions, standardization and purification of the home improvement market, the establishment of a healthy and orderly market environment.
2)Creative advertising
To popularize the knowledge of home decoration, protect consumer rights and interests as the route, the use of the community to enhance the popularization of knowledge of home decoration, and advocate green decoration, happy decoration for the purpose.
3)Advertising slogan
1, XX home - prefabricated healthy home 2, because - with "XX home" so -
Future The good life, let you take into the home!
Three, public **** planning
1)Activity plan
Activity time: TBD Activity location: Yangzhou City, various neighborhoods Activity object: home furnishing needs of consumers 2)Activity program: Activity name: assured that the home furnishings - public welfare classroom Organizer: "XX home"
Contractor: XXXX
Consultant: TBD
Person in charge: TBD
2)Activity flow before the start of the activity: (layout) red air arch door in the area, banners, balloons, POP posters, display racks placed in place,
In the scheduled site layout speaker equipment, tables and chairs placed in position (positioning). The members of the cooperation in advance into the site to do their own publicity work. Including the classroom venue equipment, publicity of the pre-preparation.
Starting stage of the event:
Location: (District Square) by the professional sound engineers for the music effect padding, momentum and gather popularity, create an atmosphere. The staff will participate in this activity of cooperation members to arrange seating.
The host announced the official start of the event, the host announced the main content of this activity and "XX home" brand profile, the entire activity must have a cameraman from different time and space angles to take full video, and made into a beautiful VCD CD for "XX home" to save
Location: (indoor venue) the same positioning of tables and chairs placed, the arrangement of personnel seating, by the lecturer on stage to make a brief opening statement. Lecturer staff by the cooperation members take turns to play, each time you can invite one to two cooperation members as the main speaker.
Activity 1:
Theme: home decoration knowledge publicity
Time: 9:00 start
Content: one-on-one communication with consumers in the mode of publicity desk, the consumer's doubts, problems one by one to solve the problem, and in due course, you can issue leaflets.
Activity 2:
Theme: on-site lottery
Purpose: the use of "questionnaire" from the side of the consumer on the "XX home" brand product recognition, understanding, demand and cognitive attitude towards the home furnishing market.
Time: 11:00
Content: According to the questionnaire form filled out by the participants in the on-site lottery, "questionnaire" can be placed on the counseling desk of the members of the cooperation to the consultants distributed or distributed on-site. Each time to draw 3 can get prizes
Activity 3: Theme: home furnishing knowledge training
Time: 10:00-11:00
Contents: classroom form of communication, explaining the home furnishing information, material quotations and solve the home furnishing doubts, problems one by one point, and in due course you can issue leaflets and gifts.
The end of the activity: staff to clean up the site environment.
Remarks: All of the above activities can be replicated in various neighborhoods. It is best to set a cycle of activities, each period to set a theme idea.
Four, advertising implementation stage
Introduction period: this stage is about half a year, mainly to improve the citywide expansion of visibility, reputation. To instill in everyone "XX home" a home furnishing knowledge disseminator and professional guide consumer adviser, change the home furnishing owners of the traditional consumer concepts.
Growth period: this stage is about a year, in the previous stage of advertising on the basis of further enhancement of the "XX home" brand image, so that when you think of home furnishing, think of "XX home".
V. Brand publicity planning - network part:
1. Strategic overall planning: market analysis, competitive analysis, audience analysis, brand and product analysis, unique sales proposition refining, creative strategy development, the overall operation of the step-by-step planning, inputs and expectations set.
2. Marketing website: website structure, visual style, website columns, page layout, website functions, keyword planning, website SEO, design and development.
3. Communication material planning: brand image copywriting (to establish a corporate website), product sales concept planning, product sales copywriting, investment copywriting, product word-of-mouth copywriting, news and information material planning, all kinds of advertising text planning.
4. Integrated communication promotion: SEO ranking optimization, blog marketing, microblog marketing, forum marketing, knowledge marketing, word-of-mouth marketing, soft news marketing, video marketing, event marketing, public relations activities and other viral communication methods.
Fifth, data monitoring and operation: website ranking monitoring, dissemination of data analysis, statistical analysis of the number of visits to the site, the analysis of the visiting population, statistical analysis of the consultation, statistical analysis of the depth of web browsing, statistical analysis of the popular keywords visit.
Sixth, advertising media
1, the choice of newspapers is the most convenient, the speed of information transfer, the scope of the fastest and widest, the main brand image of the publicity (including the name of the cooperative members) and the theme of the event content. Such as "Yangzhou Evening News", "Modern Express", "Radio and Television Newspaper", etc.
2, choose the newspaper folder publicity. Designed by their own leaflets (printed with advertising slogans), with the local newspaper issued together, when consumers in the process of flipping through the newspaper can see the leaflets, to achieve the efficacy of information transfer.
3, now the thumb chatting family is growing rapidly, screening the economic basis of the crowd, the use of cell phone SP SMS publicity, is undoubtedly a bright spot
4, POP poster publicity. Mainly play a role in informing the time and content of the event, with on-site activities publicity
5, residential promotion. Publicize preferential treatment, decoration, materials and other knowledge popularization, according to market demand, the best in the form of home improvement classroom or training courses.
6, TV
7, bus stop signage
Brand planning only to find the "right" consumer and brand emotional entry point and ignition point, and consumers to have a heart-to-heart dialogue, to reach a **** song, in order to greatly improve the effectiveness of brand promotion, reduce the cost of promotion. From the needs and motivations, feelings and perceptions, consumer attitudes, quickly capture and find, position, analyze the customer's emotional factors, brand promotion will not be difficult to find a better way to achieve to improve brand sales and solve the problem of the purpose.