Chapter 1: Work Summary and Plan Since joining the company in June, the main tasks are as follows:
1. After joining the company, they are mainly customers who follow up the company's exhibitions by telephone. Mr. Ding has sent out the previous email. My job
The main tasks are telephone follow-up, to determine whether the customer has read the email, whether he described the products sold by the company on the phone, to introduce relevant information, to make an appointment to visit, to ask the manufacturer about the elevator output, whether there is demand for the products, and whether it is possible to establish cooperation.
2. Visit some customers who give answers, and focus on tracking the annual output of more than 2,000 units under the leadership of General Manager Ding.
Emerson, Gloria, Boston and other elevator factories inquired about the relevant prices, mainly the price comparison of weighing devices and related motors of escalators.
3. Sort out the products sold by the company and make clear the price. The main problem is that the existing price is based on Mitsubishi's supply material number, while the company's products are represented by the factory's production number. Hai Cuilan has the corresponding form, which has been sent by phone and promised to be given to me in the near future, but it still needs to be tracked, and it is planned to be completed in the first week of July.
The work plan for July mainly includes:
1. Sort out the company's product price list as soon as possible, so as to recommend relevant accessories needed by elevator factories.
At present, due to the weighing problem of Prospect Optoelectronics, this is an opportunity for elevator manufacturers to launch our products. However, the existing problem is that the weighing designed by most manufacturers in the market is at the bottom of the elevator, which is different from the installation design of our products. There may be some conflicts when recommending, which will increase the difficulty, but it can still be considered. The key lies in the seriousness of the relationship between Prospect Optoelectronics and our customers.
Second, we should pay close attention to elevator manufacturers, mainly Toshiba, Schindler, Kone in Shanghai and Nanxun in Suzhou. Elevator manufacturers with a mass production of about 3,000 sets mainly include Emerson, Fuji Seiko, Deao, Di 'ao, Kelisi and General Motors.
3. Focus on promoting traction machine manufacturers. At present, most elevator brakes on the market are mainly purchased as traction machines. Except some large elevator factories have their own development and production capacity, most of them are purchased in the form of packages, so our opportunities are in traction machine manufacturers, suppliers of regional accessories and other factories or people related to brakes.
Specific work arrangements:
1. Contact several big elevator factories in Shanghai, such as Toshiba's second visit and Yongda's first visit. Schindler's first visit
2. The second visit to Suzhou: Nanxun Witt Electric, Tailing Elevator and regional suppliers.
3. Collect the telephone information of each traction machine manufacturer or consider a strange visit.
Chapter II: Work Summary and Planning The focus of this month's marketing planning center is on four aspects: identification, solution, opening and closing. From May 23rd to June 23rd, Yunshui Jiangnan Project completed 50 sets of "Leju Passport" 150, subscribed for 99 sets of "Save 10,000" and subscribed for 29 sets of houses. By June 23rd, 575 passports had been processed.
First, the marketing planning center is refined.
1. Marketing is divided into four stages:
5.23-5.3 1: entering the village by force-the key point of this stage is to enter the village and settle down, and fully disseminate and promote the project information for customers in mountainous areas. At present, * * * has handled 46 "Leju Passports", and this month (5.23-6.23), a total of 150 passports were handled.
6. 1-6. 12: The fund-raising activity period was officially launched on June 1 day, and the fund-raising activity lasted for two days to gather tourists and reached a hot fund-raising scene. Pre-training unified sales rhetoric and targeted interviews with customers, including 228 old customers, visiting customers 125, 43 old customers, 43 new customers and 40 new customers (including old customers 14 and new customers 15); A total of visiting customers 168 groups and 83 groups were received, including 66 groups of houses and 7 groups of shops/kloc-0. And started the internal subscription activity on June 12, and subscribed for 13 houses.
6. 13-6. 16: opening period. On June/0/3, KLOC continued to conduct internal subscription activities for customers who had subscribed in the previous period, and at the same time handled 8 "Leju Passports" for customers, which was grandly opened in the Convention and Exhibition Center on June/0/5. Subscribe to 12 suite during the period.
6. 17-6.23: continuous sales period. Through the afterheat of the opening activities, we communicated with key customers again, handled 20 passports and subscribed for 4 houses.
2. The planning work mainly revolves around "three online activities, two activities and one set point".
Three online: Baidu Leju, SouFun, Yuyao Radio and Television FM966.
-Baidu Leju: Basically, you can enter keywords such as "Yuyao Yunshui Jiangnan" in Baidu's first message, and the following screen will be displayed. In addition, a project property page detail page is created.
-SouFun.com: On the basis of establishing the details page of the project property page, advertisements are placed on the home page and displayed in four screens. -Yuyao Radio FM966: Combined delivery. It will be launched eight times a day in three time periods-the slogan: the chief commercial and residential complex of Yunshui Jiangnan Road Step, grandly opened in June 15, with a discount of 5 188. The opening discount is waiting for you to redeem, and the exclusive hotline is 62393366.
Two activities: commendation activities &; Opening activities.
-Commendation activities: plan two events on June 1 and June 2. Play around Las Vegas, let our prospective owners feel the situation of "casino", introduce the concept of neighborhood activities, and inform prospective owners that more similar meaningful activities will be held later. For specific subscription data, please refer to the analysis of marketing work.
—— Opening activities: Opening ribbon-cutting activities, and launching the opening ceremony of Yunshui Jiangnan Project in combination with on-site red envelope rewards.
A set point: Yangming Hot Spring Villa. Two pictures of life and business will be displayed in the lobby of Yangming Hot Spring Villa, and the property consultant will consult on the spot at the weekend.
Others: complete the screen replacement of outdoor media advertisements-anti-aircraft guns, banners, inkjet, street signs and other series of advertisements; Complete the preliminary concept of the screen of the model house.
Second, the opening data analysis of Yunshui Jiangnan
1 total data analysis
By June 23rd, 20xx, all the original data have been analyzed, and 575 sets of "Leju Passport", 99 sets of "Deposit 10,000" and 29 sets of subscribed houses have been completed in Yunshui Jiangnan Project. Passport subscription ratio: 5.8: 1, that is, every 5.8 passport holders can generate one subscriber, and the cancellation rate is 0.29.
2-stage data comparison
In view of the limited number of samples, it is meaningless to analyze the data year-on-year Therefore, this paper makes a comparative analysis according to the different stages of project marketing promotion. Corresponding to the linear time axis, marketing planning and promotion can be divided into three stages, which are: pre-promotion period, village promotion period and activity promotion period; The corresponding time periods are: 1 to April, the whole month of May, and June 1 to the present.
A. The first phase starts at the end of 20xx 1 and ends at the end of April, lasting 96 days. Apocalypse is responsible for the establishment of Yunshui Jiangnan Marketing Center, the setting of sales direction and the arrangement of sales plan. At this stage, the pre-project promotion activities are completed, including roadside anti-aircraft guns, banners and lantern festivals. The number of Leju passports is 220, which is spread evenly to about 2.3 per day.
At this stage, the total number of potential customers (passport handling customers) in the subscription activity in June 1 day actually reached 44, and the passport subscription ratio was 5, slightly lower than the total subscription ratio of 5.8; And by the end of 16, the subscription amount was 1 1, and the financing rate was 0.25, slightly lower than the total financing rate of 0.29.
B the second stage is the whole month of may, * * * 365,438+0 days, and the promotion content is village promotion. During this period, I visited all 43 villages in Lubu Town, and carried out carpet publicity in every corner that could not be covered by general propaganda methods. * * * The number of passports processed is 25 1, and the average is about 8. 1 per day.
At this stage, the sales planning team has changed, which directly affects the transformation of the original marketing ideas. The last number of subscriptions is 10, and the number of subscriptions is 4. At present, the passport subscription ratio is 25. 1, and the cancellation rate is 0.4, which is higher than the total cancellation rate of 0.29. The specific reasons are detailed in the following stage analysis.
C the third stage, June1-June 23, lasted for 23 days, during which * * * organized two promotional activities, namely, the preparatory activities and the opening activities, and handled 4 passports 104 in total, with an average of 4.52 passports per day.
At this stage, due to the driving effect of the activity, 65,438+004 potential customers were added, 45 were subscribed and 65,438+04 were subscribed. The corresponding passport subscription ratio is 2.365,438+0, and the fund withdrawal rate is 0.365,438+0, which are all better than the overall data.
Three-stage data analysis
A. The first stage belongs to the initial promotion period of the project and adopts a step-by-step approach. A total of 2,265,438+0 customers mainly came to the site for consultation on their own initiative, and the property consultant had enough time to explain against the sand table model. They have a high sense of customer experience and a strong sense of realistic experience, and it is easy to establish a relationship of mutual trust with property consultants. Their products are sticky and belong to high-quality customer resources.
However, the final customer recognition rate and settlement rate are not satisfactory compared with the total ratio. The main reasons are as follows:
A. It takes too long from the beginning of accumulating customers to the actual opening. Generally speaking, the accumulated time of customers is about 2 months, and the longest is no more than 3 months. If the customer's water storage time is expected to exceed 3 months, special measures need to be taken to maintain the customer. In fact, some high-quality customers in the first phase of this case have been storing water for more than four months, and some customer resources have actually been lost without taking corresponding measures and professional team maintenance.
B. changes in customer environment during water storage. Since June 5438+ 10 this year, the real estate market environment has gradually changed. From Yuyao's local real estate to Ningbo's real estate, it has gradually declined from the previous one, and now it is necessary to realize sales return through price reduction promotion. Potential buyers are very sensitive to price trends. The general buyer's mentality is to buy up and not buy down, and the wait-and-see mood is getting stronger. These external factors also caused the viscosity of our customers to decrease at the initial stage of water storage. For them, there are more options for buying houses, and they have changed their purchase plans and chosen to continue to wait and see, which is directly reflected in the fact that the number of subscriptions at the opening scene is far lower than previously expected.
C. defects in sales skills. For a long time, there is a lack of training on the sales skills of property consultants, which leads to the low success rate of on-site purchase conversion after customers arrive at the signing site.
B. The marketing promotion strategy of the second stage will be re-formulated after changing the marketing team. At this stage, the strategy of hard push into the village is mainly adopted. In view of the characteristics of Lubu Town, many villages are located in mountainous areas, so it is impossible to obtain real estate information in time. The marketing center adopts the method of selling one by one. During the whole one-month promotion period, * * * won 25 1 Benleju passport, which basically covered all villages in Lubu Town. However, the conversion rate of these 25 1 customers when they actually subscribe for funds is very low, mainly for the following reasons:
A. the customer viscosity is not enough. Compared with the customers who came to the village actively in the first stage, the viscosity of the customer resources forcibly pushed back is relatively poor. The short time, wide coverage and few staff directly lead many clients and property consultants to establish a once-in-a-lifetime relationship. They are interested in the property itself (which is why they will apply for passports. If they are completely uninterested clients, they will definitely not disclose personal information), but they have no chance to learn more about the property itself. It took us a month to accumulate customer information, but due to time and personnel constraints, we were unable to establish a relationship of mutual trust with them. If a customer has never been to the crime scene, actually seen the construction site and inspected the surrounding environment, it is unrealistic to worry about taking money to buy a house. If a month is set aside for property consultants to follow up with their clients and gradually establish a trust relationship with the project itself and individuals, the conversion rate will be greatly improved when the market is actually opened. Compared with the optimal water storage period of 2-3 months, the customer development time at this stage is obviously shorter.
B. customer needs. In fact, there are many customers who come to store water at this stage, and there are also shop customers in the second phase. Because for the customers who are interested in the first phase, many of them can't wait to take the initiative to go to the case to see the house. Among the customers who take the initiative to go out for development, there will be many fewer customers who are interested in the first phase. Therefore, considering the previous point, as long as we can maintain continuous communication with customers who have not subscribed at this stage, these customers will become the main force of the second phase of the transaction.
C. customer quality. At this stage, due to the stimulation of rewards and punishments, it is not excluded that individual customers with poor quality will be paid for their personal economic interests.
C. The third stage mainly revolves around two activities, focusing on the transformation of water storage customers. The most striking feature of this stage is to actively attract more new customers through successful activities. The conversion rate of these customers is very high, and one person can subscribe for funds without two new customers. These were not completely covered in the early promotion, and basically reached half of the total subscription and subscription, and reached a relatively high level from the number of Xinleju passports to the subscription rate and then to the solution rate. If there is a long incubation period, the overall effect is expected to be better.
Third, other work.
—— Group purchase scheme of Yangming Hot Spring Mountain Villa (see annex)
—— Organize the work plan of the water heating city (see annex)
-Preliminary communication of business alliance plan
-Preliminary communication and determination of landscape green belt
Through the preliminary work to find the cause, and carry out special diagnosis and treatment and promote the implementation in July. From June 6, 2005 to June 20, 2005, under the auspices of the company's leaders and general manager Feng, we had a special communication meeting with the most important members of the project team and property consultants.