In recent years, with the increasingly fierce furniture industry, promotional activities have become more frequent, "buy and send", "full clearance", "into the store, courtesy", "full × × send × ×" emerge in an endless stream, but many activities The effect is very poor, or even lose money to earn a drink, and return to the feathers. So how do you do a big promotion in a furniture store? I remember that a few years ago, a popular book called "Decision determines success or failure" on the market, telling the importance of detail management, so that many marketers get the best. But to do a large-scale promotion, not only need to pay attention to the details, but also need to systematically manage the entire process. The system is a certain mode, which is the standardization and proceduralization of behavior. The standards and procedures for conducting large-scale promotion activities include the following steps:
First, advertising more publicity;
“The wine is also afraid of the deep alleyâ€. It is very important to have a successful promotion. Whether the content of the event is attractive or not, but also requires a full range of advertising cooperation. To a certain extent, the form is larger than the content. Under normal circumstances, 10-15 days before the large-scale event, the advertisement will be launched, and the market will be fully warmed up. What kind of advertising, depending on the specific situation, newspaper advertisements, TV commercials, street banners, newspaper advertisements, big-name advertisements, etc., let me talk about some forms of advertising that I used to use before:
1. Cycling team: The store purchases 10 26-lap standard bicycles, and inserts a vertical row on the back seat of the car. Both sides can advertise the advertisement. In addition, we will recruit 10 temporary workers, each of whom will ride a car and cruise the city according to the planned route.
2, caravan: you can borrow a car from relatives and friends, you can also find a professional publicity car rental company, the caravan is all-inclusive, after determining the route, broadcast the activity information through the loudspeaker, the driving speed is no more than 25 yards / hour, The special person follows the car, mainly in the morning from 7:30-9:30, and in the afternoon to the peak of the crowd at 4:30-5:30.
3, placard: hired 15-30 people into a team according to height, preferably students, uniform clothing, each person holding a billboard, walking along the street, because people walk slowly, left to passers-by It takes a long time to watch and is easy to remember.
4. SMS group sending: Through the SMS platform, the information content of the event content will be sent to the intent customer within 1-3 days before the event starts. The number of words cannot be too much, the words are concise, the theme is prominent, and the clarity is clear. The biggest feature of this method is low cost and wide coverage. The SMS sent via SMS platform can be as low as 6 cents/bar. With the increasingly fierce competition in the industry, the promotion of the furniture industry is gradually normalized. For furniture stores, the SMS platform will be used frequently. The above-mentioned advertisements have a wide range of dissemination, and the pertinence and accuracy are relatively low, and the following advertisements have well overcome this problem.
5, community advertising: in the community, especially in the newly delivered real estate advertising, such as big cards, light boxes, banners, sun umbrellas, etc., most of these customers have to renovate, buy furniture, community advertising in the first time to achieve The owner's on-site interception and information output preemptively occupy the mind of the consumer, and the key to marketing is to seize the mind of the consumer;
Under normal circumstances, before the promotion activities, the store should produce 10-20% of the expected sales to advertise, through these all-round advertising, to achieve the effect of "building momentum", the market is sizzling.
Second, employees must be excited;
"Three-point planning, seven points of execution." Without good implementation, the best solution is just a piece of paper, so how to make your employees rich in execution is a headache for many furniture store owners. The author believes that employees must be excited, only they are excited, and the spirit is coming up, and the work is motivated.
1. Adhere to the morning meeting system
Furniture is a durable product. Many people buy it once in a lifetime. They usually pay little attention to it. Therefore, the flow of furniture stores is not comparable to that of clothing stores and catering stores. The shopping guides of furniture are usually idle, and leisure is a matter of life. Enthusiasm and work status are easy to decline. An important principle of team management is the emotional principle. We insist on the morning meeting system. It takes 10-20 minutes every morning to organize employees to dance, share cases, and shout goals. It guides employees' emotions and improves their morale so that they can work. Have enthusiasm.
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