I. Introduction
The ancients said: whoever hits who wins by counting! The year of 20 10 is coming to an end, and a new milestone of 20 1 1 is about to begin. The building materials market has gone through 10 years and made some achievements. However, in order to achieve good results in the new year, it is inseparable from new strategies, new starting points and strategies that closely follow the market situation. Therefore, in the face of the new market situation, we must have a good plan, a step-by-step strategy and do more calculations in order to rise in the fierce market competition. The outline of the annual advertising plan of the market made this time hopes to become a direction in this year's strategy, so that the market can advance steadily in the new competition and promote the smooth development of all the work in the market this year.
20 1 1 year advertising operation principle: in the off-season, we should pay attention to advertising promotion, mainly brand image promotion;
Reduce brand advertisements in peak season and highlight shocking promotional information;
20 1 1 year advertising fee ratio and operating principles;
2.5% of the total sales last month; That is, in June, 5438+ 10, the monthly sales was 6 million, and the advertising fee in February was10.5 million yuan; Note: the current month's quota can continue to be used. In case of May 1 day, 1 1 day and other important promotional holidays, a part can be temporarily used from other months, but the annual demand cannot exceed the specified amount.
20 1 1 advertising bidding procedure: the new year requires advertising to be re-tendered, and the procedure is as follows: release the bidding information in the off-season of 1 month, and the main bidding companies are four types of advertising companies: inkjet production, printing, promotional gifts and exhibition design; The bidding procedure is that the advertising company submits the tender first; After the company's administrative department, marketing department and finance department (it is best for the legal department of the group to send someone to be present); * * * Open the bid opening together with the supervisor; Determine the cooperative manufacturers, each type of advertising company requires about three, in order to temporarily replace the use, and sign the annual advertising cooperation agreement 20 1 1.
20 1 1 advertising approval production process: all relevant advertising demand departments submit the approval form for advertising projects, which will be signed by department heads and above and then transferred to the marketing department. The marketing department designs advertisements according to the company's requirements, and fills in the Approval Form for Administrative Matters, which is signed and confirmed by the general manager (if necessary, it can be transferred to the headquarters for confirmation), and then submitted to the administrative department for specific production, release and implementation; The marketing department is responsible for tracking the implementation progress.
Second, the brand promotion plan outline
(A): brand image period
Reason: Brand image has always been the key to the success of goods. As long as there is competition, it has always been the best way to win and consolidate the target consumer groups. According to previous surveys and statistics, what can stabilize and attract consumers is the "brand" status and corporate image of the market, which makes consumers feel that the market is not only selling goods, but also has incomparable characteristics of other markets and businesses. According to the market rules, various advertisements and public relations activities are the most effective ways to establish the brand image of enterprises, while from the opening period, newspaper advertisements and outdoor advertisements are the main channels to obtain customers.
Time: February to April
Objective: Establish market brand and corporate image.
Strategy:
1, newspaper
① Advertising: Mainly based on defining the market as the largest building materials market in Shencheng area, highlighting the advertising appeal points of "a hundred stores are not as good as one store", "many goods, all kinds, fast shopping, good quality and low price". Inform the outside world that the market is not only various types and brands, but also the standardized management and other conditions of the market, so as to ensure that the quality of the goods sold is a market trusted by consumers and businesses.
(2) Soft articles: The main strategy is to cooperate with newspaper advertisements. The appeal points of advertising hype should also be "it is better to visit one shop than another", "more, faster, better and cheaper", "big and complete, consistent in brand" and "high quality and low price". The main sections should be located in the newspaper property market and building materials pages that the main target consumers are interested in.
2. Send an advertisement:
Advertising is "high quality and low price". Moreover, it is highly targeted and the effect is immeasurable. The main advertising appeal point should also be "it is better to visit a hundred stores than to visit one", and the main design idea in layout design is "Gome and Suning home appliance advertising design", with the main purpose of tapping potential consumers on the basis of grasping the target consumer groups.
3. Outdoor advertising: judging from the advertising effect during the opening period, the influence of outdoor advertising is second only to newspaper advertising. Therefore, according to the main promotion idea of the supermarket throughout the year, different outdoor advertising curtains will be hung every month to highlight the main products and promotion prices of the month.
4. "3.15" Consumer Day will cooperate with the Municipal Consumers Association to carry out a series of promotional activities aimed at related topics and topics in line with market hotspots, so as to expand the popularity and loyalty of the market and narrow the distance between the market, business households and consumers.
In June and April, the first home building materials exposition was held in the three northeastern provinces.
Venue: Jiafute Shenyang Xiangjiang Store
Since the beginning of March, the exhibition information has been released in the major media in the three northeastern provinces, mainly to tap the wholesale sales channels of building materials in the secondary and tertiary markets. Target 1. Lay a good foundation for the future positioning of supermarkets. The future positioning of the supermarket is "the purchasing base of home furnishing in building materials logistics in the three northeastern provinces"; The second purpose is to conduct information research and concrete analysis on the further expansion of supermarkets in the three northeastern provinces; Goal 3: seek more resources for the development of supermarkets, such as sales channels and procurement resources; In order to make this fair a grand meeting of the building materials industry in the three northeastern provinces, at the beginning of the year, the purchasing department was required to communicate closely with various manufacturers and all existing dealers were required to participate. On the one hand, participating in the exhibition shows the strength of the market, on the other hand, it expands the popularity of the market and excavates potential consumer groups.
7. Bus advertising: Bus has strong mobility and high attention rate, and is a good medium to expand brand awareness in the market.
8. Other advertising forms: street lamp advertising, guardrail advertising, online advertising, professional magazine advertising, etc.
Media selection:
1. shenyang evening news, Liaoshen Evening News, Huashang Morning News.
2. Real estate business information.
3. Bus.
Forecast:
This stage also belongs to the off-season of sales, but it is also the beginning of the peak season. Various advertising campaigns and public relations activities are mainly aimed at establishing the brand and image of the market through strong and sustained advertising appeal and paving the way for the later work. I believe that after a period of launch and implementation, it will definitely boost the sales of brands in the market, enhance the affinity of the market, and achieve the expected purpose.
(2) Promotion stage
This stage is in the peak season of sales throughout the year. Because the previous stage of various forms of advertising appeal is mainly to establish the brand and image of the market, this stage is mainly to popularize and further promote, and strive to expand the scope and upgrade on the original basis. This stage is the peak season of sales, and advertisements should be followed up, which has a greater decisive factor in stimulating sales, activating the market and stimulating purchases in the peak season.
Time: May to September
Objective: To expand the popularity and loyalty of market brands and images and enhance their reputation.
Strategy:
1, newspaper
① Advertising: The form is the same as that in the first stage, and the advertising appeal should be based on "it is better to visit one shop", "more, faster, better, cheaper", "big and complete, consistent brand", and a certain amount of market public welfare and image advertisements should be inserted to enhance affinity and reputation. However, the frequency should be reduced to avoid excessive abuse, causing consumer resistance and disgust. It is recommended to 1 time per week, that is, 4 times per month and ***20 times.
(2) Soft articles: The hot spots of hype should also focus on "it is better to visit one store than another" and "more, complete, fast, good and economical", and the layout should also focus on the newspaper property market edition and building materials edition, and the frequency should also be reduced. Within 500 words-1500 words (from the reporter's point of view and technique), 2-3 times a week.
2. Radio station
Although the effect of radio advertising is not obvious, its price is relatively low, its audience is wide, and its spread is large, which can be heard by drivers, passengers, target consumers, potential consumers, cities and rural areas. Duration and frequency, with immeasurable effect. At the same time, the appeal point of advertising in the stage remains unchanged, mainly to form a transition, so that consumers can naturally accept this fact and form memories. Four times a day is recommended.
3. In-store business magazines are published, and the website of Shenyang Xiangjiang Store's own building materials is opened.
Building Materials Train-Home Ford Home Decoration Building Materials Wharf.
Goal: to become the only building materials business magazine and monthly magazine in Liaoning and Shenyang.
Strategy suggestion:
(1) the content should be based on the promotion of market brands, and the main expenditure is advertising funds, which are free magazines and distributed to various consumer groups (government agencies, units, etc.). ) in the city;
② The main new content is to apply for membership card.
A, that is, every consumer or individual, company (collective) purchases in the market. It is suggested that you can become a member of the "building materials through train" by charging the production fee (10 yuan/copy). If each member pays the postage (12 yuan/year), he will receive the latest published building materials information every month.
B, members can enjoy preferential discounts on the commodities advertised in the brochure every month, as well as consignment service and quality assurance service in the market, and can participate in social gatherings and activities organized by the building materials market and enjoy various member benefits;
C. Recommend the best home improvement company for members, ensure the quality and progress of the project, and provide free maintenance service every year;
D, treatment of other members, etc.
Analysis:
① As this stage is close to the peak sales season, membership card will stimulate consumers' desire to buy on the one hand, and increase the brand image of the supermarket on the other;
There are various social benefits such as preferential discounts and quality assurance, which are not comparable to the costs of wages and postage, saving consumers a lot of trouble, and the sales of supermarkets have also come up, and there must be many fans;
(3) With some members, you will have a certain number of consumer groups and communication networks, and the relatives and friends of these members will certainly be affected, thus expanding the consumer groups in the market. The market is alive, consumers can rest assured, and it will enhance the popularity and loyalty of the market. On this basis, I believe that the reputation will be great.
④ Shenyang decoration market is highly competitive, and there are many design and construction companies. We can contact them through brochures to cooperate with us, especially some small decoration companies, to achieve a win-win goal.
Forecast:
The establishment of membership card is believed to be a win-win principle for the market, consumers and decoration companies. When the market is alive, it is a happy thing for everyone to sell, buy with confidence and do business. I believe everyone is willing. If it is done well, it will also increase a lot of income for the company.
5, network e-commerce
The website group is responsible for monthly information update, webpage update and terminal maintenance, striving for the release of new information on the Internet and entering online transactions.
6. Bus advertisements.
7. Large-scale outdoor advertisements outside the market: set on the main traffic roads with high attention rate, which is a good way to show the strength of enterprises and expand the brand awareness in the market.
Media selection:
1. shenyang evening news, Liaoshen Evening News, Huashang Morning News.
2. Shenyang Communications Radio and Shenyang Literature and Art Radio.
3. Supermarket Business Information magazine.
4. Bus.
Effect prediction:
I believe that after this period of planning and strategic follow-up, it will definitely expand the popularity of the market; Advertising, online e-commerce and maintenance, diversion and membership have formed many favorable situations, and the company has also found development from them.
(III) Consolidation stage
Mainly aimed at the achievements made in the first two stages, the purpose is to consolidate the achievements, further develop the achievements and improve the level. Since this period is the peak season of sales throughout the year, all kinds of advertisements and strategies are put on the agenda again. According to the past experience, continuous advertising and planned public relations strategy at this stage are the best means to stimulate the market and expand the cognitive scope and popularity.
Time: June 65438+ 10, 2007
Objective: to promote market sales, activate the market, and expand market visibility and loyalty.
Strategy:
1, newspaper
(1) advertising: high-frequency and large-scale market brand and image advertising. The main appeal of advertising is "a hundred stores are not as good as one store", "more, all-round, fast, good and economical", "big and all-round, consistent brand" and "high quality and low price", which attracts every consumer group with a powerful offensive, thus activating the market and expanding its popularity.
(2) Soft articles: The focus of hype is mainly to meet the demands of newspaper advertisements, but the frequency should not be too much, which mainly plays an auxiliary role, so as to win the attention of consumers, form hot spots and enhance market affinity.
2. Continue to publish in-store business magazines, expand market introductions and advertisements, and publish relevant member information. Strive to expand communication, create trends and expand popularity.
3. Street lamp advertisements and guardrail advertisements in front of supermarkets, and publicity banners in residential areas.
4. Bus advertisements.
Media selection:
1. shenyang evening news, Liaoshen Evening News, Huashang Morning News.
2. In-store Business Situation magazine.
3. Bus.
Effect prediction:
In the peak season of sales, strong advertising stimulus and public relations activities will definitely drive the popularity of the market and drive sales; On the other hand, the popularity and loyalty of the market will be greatly enhanced through multi-faceted brand promotion and advertising appeal, showing the strength and confidence of the market, thus promoting the smooth development of all aspects of the market.
Third, public relations activities and theme activities.
1, 3. 15 series of public welfare activities:
A. True and false stands: set up true and false stands in supermarkets at the beginning of March to show the advantages and disadvantages of goods and warn consumers of matters needing attention when purchasing products; And how to choose building materials commodities;
B, environmental protection publicity activities: the decoration center and the media jointly carry out model room inspection, highlighting in the media that all Ford building materials products meet the standards and highlighting environmental awareness (this activity must be closely coordinated with the Quality Supervision Bureau);
C thematic activities: carry out thematic activities according to the theme of activities in 3 15;
D, product return visit: From 1, we will carry out a return visit system for product users and every consumer who buys our products to increase the affinity and reputation of the supermarket.
2. Dongsan Building Materials Expo
Time: April 25th-28th.
Venue: Jiafute Shenyang Xiangjiang Store
The purchasing department organized dealers to participate in the exhibition, and displayed a large number of marketing banners outside the meeting, attracting the attention of many merchants and markets and improving market visibility; Big banners can appear in the news media, which increases the exposure of the market and saves advertising funds. The distribution of beautifully printed marketing materials is bound to be claimed by many merchants and consumers, and the distribution of advertising gifts will also enhance the popularity and reputation of the market.
Strategy:
① Propaganda banner
(2) Booklets and leaflets
(3) Advertising gifts (big hats, T-shirts, ballpoint pens, aprons, etc. )
④ Exhibition Volunteer Cleaning Team
Analysis:
Many merchants and consumers will participate in large-scale exhibition activities, and the distribution of banners, brochures and advertising gifts will certainly attract attention and expand publicity. In the past exhibitions, there were a lot of discarded objects and rubbish in printed matter, which greatly affected the image of the exhibition, and many media also participated in it. When the voluntary market cleaners wearing advertising shirts and sun hats appear at the venue, they will certainly attract the attention of many businesses, consumers and the media. Moreover, media reports have also improved market visibility and reputation, and established a corporate image.
2. Celebrate the first staff culture and art festival (literary evening) on May 1 day.
Time: April 30th.
Venue: Xiangjiang Square
Popular singers and literary lovers of enterprise employees perform on the same stage, and some local government personnel, media personnel and some consumers are invited to participate. Holding this activity is also beneficial to the government, enterprises and people, and will also get the support of the government. In this way, the popularity and reputation of the market will expand. At the same time, it has brought the relationship between enterprises and the government closer.
3. Mid-Autumn Festival and National Day Family Day Performance
Time: Mid-Autumn Festival, National Day
Venue: Jiafute Home Furnishing Building Materials Supermarket
Mid-Autumn Festival and National Day holiday are generally close, and they are both good days that China people generally attach importance to. Large-scale family day activities will attract many citizens to participate, become a hot spot of speculation, enhance market visibility and popularity, and enrich citizens' holiday cultural and entertainment life. At the same time, attracting interviews and reports from major media is not only conducive to the spread of market brands and images, but also avoids conflicts with major businesses and media activities in the city, creating good benefits for enterprises and society.
Activity content: 1, wonderful cultural performances
2. Costume show
3, guessing riddles
4. Other activities
Introduction: 1, distribution market shopping guide Figure 5, distribution of various small gifts
2. Market product introduction (brochure)
3, building materials market introduction (brochure) 6, banners
4, advertising shirts 7, others
5, the anniversary broadcast
Theme: anniversary theme party
Time: 165438+ 10 month
Venue: Jiafute Building Materials Supermarket
The first buyer who opened in 2005, Ford's outstanding employees, consumers and big customers of the year, came to the store to participate in the theme activities and received souvenirs for free. At the same time, the media reported this. I believe that the party will not only enrich the cultural and entertainment life of employees, but also publicize the market and expand its popularity and reputation.
Fourth, promotional activities.
1, the main line of promotion: shocking the price every week and giving gifts every month; Home Ford is cheap;
2. Monthly promotional theme activities:
I. 20 10 1 1 month:
Activity 1: Zhou Zhou shocked and snapped up;
Activity 2: if you purchase over 10000 yuan, you will get shenyang evening news 20 1 1 year;
B, 20 10 65438+ February:
Activity 1: Open the door to see happiness and look up to see happiness-Ford Fu Lin Wanjia Action; Send a Christmas gift, (worth about 1 yuan);
Activity 2, celebrate Christmas, shop happily and deliver goods happily; 500 for full 1000; During the activity, consumers can get gift certificates from 500 yuan when they buy goods of 1 1,000 yuan. Consumers can use cash to buy other goods one-to-one, that is, 500 yuan and 500 yuan can use cash coupons to buy goods of 1000 yuan.
c，20 1 1 1:
Activity 1: Open the door to see happiness, look up to see happiness-Family Ford Fu Lin Wanjia Activity: Send family Ford happy characters, couplets, shopping discount cards or shopping coupons;
Activity 2: Give new gifts during the Chinese New Year and gifts at Ford's home; Shopping to send gifts, gifts to be determined;
Activity 3: there are surprises every week and gifts every month; Starting from 20 1 1, weekly surprise and monthly gift will be held every month. Depending on the product, it is decided whether to surprise every day or only on Saturday and Sunday. Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 3: A series of lectures on home improvement.
D, 20 1 1 February:
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: Lecture of Home Improvement Classroom Department
E, 20 1 1 March
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: a series of promotional activities during 3 15;
Activity 3: a series of lectures on home improvement class;
F, 20 1 1 apr.
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: the first exhibition of home building materials in three northeastern provinces;
Activity 3: a series of lectures on home improvement class;
G, 20 1 1 May
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: Celebrate May Day, Home Ford Home Improvement Learning Month; Publish a series of news about home improvement in the media to enhance the popularity and reputation of supermarkets. If the media are willing to cooperate, this activity can be big. The main purpose of this activity is to improve the secondary decoration of home improvement.
Activity 3: Do it yourself and change your life; On the basis of home improvement study month, we will carry out in-depth activities to make some handmade products in the supermarket, and at the same time, we can open up an area for consumers to visit or participate in the production on the spot to enliven the atmosphere on the spot.
Activity 4: Sheet Purchasing Festival: Continue the waste heat of the fair, and launch the promotion activities of single plate category from this month; In the first phase, choose the plate type with popular decoration, and invite relevant products to participate. During the purchasing festival, relevant manufacturers gave us preferential policies. For those manufacturers who give us a large discount, we can make products recommended by the store manager and publish product information in the media for free.
H June 20 1 1
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: Kitchen and Bathroom Products Purchasing Festival; We can invite kitchen and bathroom manufacturers and related manufacturers to come to the site for signature promotion. During the purchasing festival, relevant manufacturers will give us preferential policies. For those manufacturers who give us a large discount, we can make a product recommendation by the store manager and publish product information in the media for free.
Me, 20 1 1 July
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: ceramic tile product purchasing festival; We can invite manufacturers such as wall tiles and floor tiles and related manufacturers to come to the site for signature promotion. During the purchasing festival, relevant manufacturers will give us preferential policies. For those manufacturers who give us large discounts, we can be store managers to recommend products and publish product information in the media for free.
J, 20 1 1 August:
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: Paint Procurement Festival; Please paint manufacturers and related manufacturers to the scene for signature promotion; During the purchasing festival, relevant manufacturers gave us preferential policies. For those manufacturers who give us a large discount, we can make products recommended by the store manager and publish product information in the media for free.
K, 20 1 1 September
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: Home Appliances Purchasing Festival; Please invite home appliance manufacturers and related manufacturers to come to the site to sign and promote; During the purchasing festival, relevant manufacturers gave us preferential policies. For those manufacturers who give us a large discount, we can make products recommended by the store manager and publish product information in the media for free.
L, 20 1 1 10 month
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: surprise action in the anniversary store. During the anniversary celebration, the annual sales reached a climax of 20 1 1 in the form of substantial profits.
Activity 3: Home Accessories Purchase Festival; Please invite home accessories manufacturers and related manufacturers to sign and promote on the spot; During the purchasing festival, relevant manufacturers gave us preferential policies. For those manufacturers who give us a large discount, we can make products recommended by the store manager and publish product information in the media for free.
M, 20111/month
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: Bathroom Products Purchasing Festival; Please invite bathroom manufacturers and related manufacturers to sign and promote on the spot; During the purchasing festival, relevant manufacturers gave us preferential policies. For those manufacturers who give us a large discount, we can make products recommended by the store manager and publish product information in the media for free.
N, 20 1 1 65438+ February
Activity 1: there are surprises every week and gifts every month; According to the product, decide whether it is shocking every day or only on Saturday and Sunday; Then the consumer will give a gift certificate when shopping, half of which will be kept by the consumer and the other half will be kept at Ford's home. The gift certificate is mainly for one month, and we will hold a lucky draw early next month.
Activity 2: Buy 1000 and get 500 free to welcome Christmas and celebrate the Ford Happy Shopping Festival; Consumers can get a gift certificate from 500 yuan when they spend more than 1000 yuan, with which they can make one-on-one purchases with cash in the store.
Verb (abbreviation of verb) effect prediction;
The overall market action and promotion must be composed of various contents. Media advertising, promotion of public relations activities and various forms of promotion, combined with speculation on various hot topics, enrich the brand connotation of the market, expand the visibility and reputation of the market, activate the market, drive market popularity, stimulate market sales, and create good conditions for all work in the market.