I believe many people know the 65438th +0 model house in the renovation activity planning scheme. After all, when we look at the house or buy a house in a real estate agent, we will go to see the model house for reference. But sometimes we can see model housing activities in other channels, so what is model housing activities?
The general content of the model house activity is to collect owners to install their houses in our company as model houses, and to publicly display and visit our customers in a certain period of time, which is equivalent to a model advertisement of a project.
Customers can imagine the effect of their home in house decoration when they see the model house made by the decoration company in their own community. For owners, advertising their own houses naturally has many benefits and benefits. What are the benefits?
First, the price of model houses is more favorable.
1. Decoration companies generally have different discounts when doing modeling activities.
In addition to price concessions, there are often gifts. To put it bluntly, it is to give the owners some "advertising fees" to increase their goodwill.
Second, the model house is well designed.
As for the design of the model house, since it is an advertisement, the purpose of the decoration company is to make people who see the model house fall in love at first sight and feel like it. Therefore, we usually choose the company's chief designer to do the design, which is distinctive, bright, beautiful and practical, because the purpose of advertising is not only to look good, but also to impress people with bright spots, so that the model house can really help the later business development.
Third, the construction quality of model houses is good.
1. The site supervision is strict, and the protection and cleaning of the construction site are the first things to see during the visit, so the decoration company attaches great importance to the decoration site, cleaning and finished product protection of the model house.
2. The process is more detailed. Because it is the company's model room, other owners' visits are generally carried out in the model room, so all parties pay more attention to it and will try their best to send better construction personnel to provide perfect services for the owners.
3. The materials are cost-effective, and the decoration materials are well known. The materials used in the model house are carefully selected by the decoration company and must be cost-effective. In order to ensure attractiveness, brand-name products are selected for decoration materials and decoration objects, and the quality will be more reliable.
4. Supervision major, the decoration company will send professional construction supervision to manage and follow up the project. Regardless of quality or construction, the model room will enjoy priority.
Fourth, the visit cycle of model houses
Many owners who are entangled in participating in model housing activities are actually very entangled. It's always a bit strange to show your house to others, and I feel that my privacy has been peeped. In fact, the decoration company's model house contract has a visit period, and most of the visit period is set within a few months after completion. During this period, the owners will not really move in, because as we all know, the new house will always be open for a few months, and these hours just become visiting hours, so you don't have to worry.
Fifth, the last thing to note is that.
For the decoration company, the model house activity is not entirely a marketing activity, but a publicity activity with a certain cost, so the model house activity area is limited in places, not at any time!
Those activities that collect a large number of customer orders without restrictions are not product introductions. Everyone must identify them clearly with a burning crystal!
Decoration activity planning scheme 21. Tmall decoration
1. Store logo (clear and eye-catching)
2. Big picture advertisement at the top of the page ① Theme "Double Eleven"
(2) Copy "When the boss is not at home, we steal to sell"
(3) Choose "Spring Festival travel rush Peak" background or tusk queue background for the scene to set off madness.
The effect of snapping up. "
④ Product "Wandering Flower Rhyme"
3 small picture advertising drainage
Pillow packaging series-multi-associated SKU
High elastic compression pillow original price 79 cost 14 special price 9.9
Cotton comfortable pillow original price 208 cost 19.5 special price 29.9
Feather plush (tarpaulin) original price 276 cost 23 special price 39.9 lavender pillow original price 162 cost 27 special price 59.9.
Feather satin original price 338 cost 29 special price 69.9.
Add any pattern pigment to print four sets =228.
4. Set up complete and simplified delivery activities
A single order exceeding 300 will be reduced by 20.
If a single order exceeds 500, it will be reduced by 50.
If the single order exceeds 1000, it will be reduced by 100 before delivery.
If the single order is over 20xx minus 100, send another washed cushion.
5 episodes of collection, sharing, attention and courtesy.
Collect all the products at any price in the store, give us screenshots and return to 5 yuan immediately.
After consuming products at any price in the store and sharing screenshots through Sina, Tencent and Renren, I immediately returned to 5 yuan. After consuming products at any price in the store, log on to Sina, Tencent and Renren, and join us for fun. Pay attention to the screenshot and return to 5 yuan immediately.
(5 yuan cash will be credited to your Alipay account within 7 days after customer service confirmation).
Second, Tmall activities
1. The whole price is 2~4 fold.
2. Some commodities are snapped up in a limited time (seconds kill)
3. New reservations (deposit refund for the first 200 reservations)
3. Tmall promotion
1.QQ friends will send them store links and activity information one by one.
2. Weibo's concern: Add the official Weibo and forward the activity information.
3. Go to 19 floor and post in the forum.
The third activity theme of the decoration activity planning scheme: low-priced storm, looting by the whole people (dear, did you buy it? )
Activity time: 20xx 165438+ 10.9 —20xx 165438+ 10/.
Activity content:
50% off the audience, the ultimate carnival (20xx year165438+1October 1 1)
20xx 1 1 day 1 1 day 10, 50% off sales, low-cost storm, sweeping the city!
(Note: The whole audience must be involved in the activity to achieve the cluster effect. )
Activity 2 presents lucky shopping (20xx year 1 65438+1October 9-165438+1October/).
Customers who shop in XXXX during the activity can participate in the lucky draw if the amount of a single memo reaches 1 1 yuan.
First prize: 1 brand smart phone, worth111yuan.
Second prize: 2 XX supermarket shopping cards with a value of11yuan.
Third prize, 6 vacuum thermos cups, one worth 60 yuan.
Fourth prize, 20 soul mates, worth 30 yuan's roll paper.
Participation prizes: 20xx exquisite gifts, one for 2 yuan.
(Note: The lucky draw is to scratch the card as soon as it is opened, and the gifts are given in kind. )
Activity 3: Double the sweetness of a person's holiday (20xx year165438+1October 1 1)
Give 0 yuan+1 yuan lollipops after shopping (2 yuan/root, 200 copies).
Over 1 1 1 yuan+1 1 yuan, give 2 boxes of chocolates (25 yuan/box, 40 copies).
Sweetness is limited until the gift arrives. )
Estimated activity cost:
1. The estimated cost of the lottery scratch card is 1000 yuan, and the winning fee is 8000 yuan, totaling 9000 yuan.
2. Double sweet activities. Estimated activity cost 1500 yuan.
3, posters and advertising costs 5000 yuan.
The estimated total cost of this activity is 15500 yuan.
(Note: 7,000 yuan can be shared by the merchants, and the cost sharing will be finalized in consultation with the merchants in the early stage of the event to facilitate the smooth development of the event. )
Activity promotion:
1, advertising, using newspapers to put in 2 issues 3-5 days in advance.
2, large-scale facade advertising and supermarket DM single-phase combination, so as to attract customers.
3. Broadcast in supermarkets and promotion in different places. , increase publicity.
4. Use floor stickers, flags and publicity signs, plus festive music to create a good atmosphere for activities.
Decoration activity planning scheme 4 I. Activity background:
On the occasion of the second anniversary of He Yi Decoration Company, in order to thank all walks of life and consumers for their support and love for the company in the past two years, a 20xx home improvement ceremony was held here, so the activity place was August Building Pedestrian Street.
August building is located in the center of August building pedestrian street, with famous shopping malls at home and abroad such as Xinyijia and Gome. With the rise of August Mansion Pedestrian Street, it will become the most active commercial and leisure shopping area in Jishou City.
At present, the first phase of August Building was handed over on the 2nd of this month, and a few owners have started to decorate it. Four sets are delivered daily, and the first phase is expected to be delivered in May.
Second, the activity ideas:
On the occasion of the second anniversary of the establishment of He Yi Decoration Company, in order to thank new and old customers, on-site promotion activities were held. On March 2 nd, xx year, the first phase of the August building began to be delivered, and the owners will get the houses one after another, which will set off a climax of home improvement consumption. Taking this opportunity, we will cooperate with a decoration company to arrange an exhibition in the first phase of August building when the house is handed over in March and April, and provide free consultation on home improvement and display and promotion of home improvement materials for the owners. The company will communicate face to face with the owners to achieve the sales purpose.
The whole activity will be divided into three parts: "through train for viewing boutique model houses", "decoration consultation grand meeting" and "super preferential feedback".
Third, the purpose of the activity:
1, improve the company's popularity and reputation, and expand the company's influence in the industry;
2. As a celebration of the company's second anniversary, on the one hand, it promotes the knowledge of home improvement to consumers; On the one hand, the form of super preferential reward thanked the old customers for their love for harmony, enhanced the reputation of harmony, formed new interpersonal communication and increased the on-site passenger flow.
3. Collect customer information through activities to expand the company's customer base;
4. Create direct economic benefits for the company through activities.
Four. Activities:
Theme of the event: "xx Zhuangjie Festival-Celebration of the Second Anniversary of Harmony"
Activity slogan: meticulous, careful, caring, zero-distance service.
Activity time: April, xx1September-May 19.
Venue: Pedestrian Square, August Building
Participants: all citizens
Specific content:
1, decoration consultation grand meeting
(1) Creativity: Introduce common sense and analyze home improvement, so that consumers can understand consumption and trust!
(2) Content and purpose:
Explain home improvement with professional knowledge and popular language, introduce common sense of home improvement, and let consumers know how to better decorate their houses.
② Analyze the essential differences (such as post-service, quality, etc.) between the current decoration industry and brand decoration companies, small enterprises and decoration "guerrillas".
③ Introduce several decoration modes and charging standards of He Yi Decoration Company, so that owners can understand where the money is spent and consumers can feel more at ease, peace of mind and comfort.
(4) Reveal the dark side of the current decoration building materials industry, remind consumers to pay attention, and at the same time show how a decoration company does it, increase consumers' trust in the company, and help consumers finally sign a contract!
(3) Activity site:
① Exhibition of works: The works are placed on both sides of the host's seat and displayed in a fan shape. The works have a comparison between the design renderings and the real-life drawings, indicating the design description and the basic situation of the owner, the investment amount of the room type and decoration, and the overall price description (including soft decoration, lamps and household).
(2) Product display: Building materials merchants set up consultation offices around the site to display the main products, and the shopping guide will assist in the introduction and accept the consultation and order from the owners.
(3) Distribute dm, set tables and chairs, and the participating owners sit in the form of semi-ellipse, which is convenient for observation and explanation (semi-ellipse is also a more relaxed form, which is more conducive to acceptance, different from face-to-face cramming).
(4) computers, stereos, etc. Be prepared to make a reasonable explanation.
⑤ Set up a drink collection office to create a relaxed and pleasant communication atmosphere.
2. Super discount
(1) Creativity: people are not profitable, and profit-seeking psychology is the general mentality of consumers.
(2) Purpose:
Pursuing preferential treatment is the general psychology of consumers. In order to adapt to consumers' psychology, we should take some preferential measures to attract and satisfy consumers and make them more willing to accept it.
The discount itself also shows that the merchants attach importance to the owners. Everyone wants a feeling of being valued, which is conducive to promoting consumers to have a sense of identity with businesses and have a greater willingness to sign contracts with businesses.
(3) Designers and business personnel should follow up the preferential activities in time, communicate with the owners, and strengthen the owners' awareness of this activity, which is conducive to finding potential intended customers.
(3) Activity site:
(1) The event organizer announces the preferential measures and specific implementation measures.
② Designers set up desks in front of their own works, give on-site explanations beside the works, accept the owner's consultation, communicate with the owner and register the owner's information for follow-up after the meeting. (Designers wear work permits and dress codes).
(3) Building materials merchants display and introduce products, provide free consultation activities, collect customer information, and accept on-site orders from owners.
(4) During the free activities of the exhibition, quickly arrange the customer to rest and negotiate with the salesman, and the salesman will follow up in time and invite the owner to fill in the decoration consultation information.
(4) Preferential contents:
① On the day of the event, (a) all the old customers in He Yi can get a beautiful small gift from the company; (2) Owners who are interested in decoration can get a beautiful small gift from the decoration company for free as long as they fill in the relevant information (the number of gifts is limited).
② On the day of the activity, we provided two free services with a decoration company, namely "on-site house testing" and "graphic design scheme". The owner fills in the personal information, and the company will send someone to deliver the map to the door within one week.
? In order to thank old and new customers for their support and love for Heyi Company, we will get a big red envelope worth (1000) yuan when we go to He Yi for decoration during the activity.
During the activity, the owner who pays the deposit and signs a contract with the decoration company can enjoy a free housekeeping service;
⑤ Before collection 12 sets of model houses: the first 12 customers who signed the bill during the activity presented water heaters worth 4,888 yuan.
3. "Boutique Model Through Train"
(1) Creativity: Facts speak louder than words, what you hear is empty, and what you see is true!
(2) Purpose:
(1) The owner can feel the design and construction strength of the company by visiting the boutique model house on the spot; Through the on-site case, let the owner know the construction process and technology of the brand decoration company and leave a deep impression on the owner.
② Through visiting the model house and communicating with the owner on the spot, we can gather popularity for this activity, arouse the owner's further attention to the company, help the owner to know the company, and lay a good foundation for the next action of "signing the bill on the spot".
(3) Activity site:
(1) Hire a minibus to send the owner to visit the model house for free, and the staff will lead the whole process, giving a brief overview along the way, saving the time of viewing the house.
(2) model room decoration, make a few bright window, employees dress neatly, show the company's standardized management.
(3) After the "decoration consultation activity", the time to watch the model house should be controlled within half an hour to prevent the owners from aesthetic fatigue!
Note: The scheme of "through train for viewing boutique model houses" is for reference only, and it is recommended to implement it when conditions permit.
Verb (abbreviation of verb) propaganda strategy;
1. Make an invitation and briefly introduce the activities;
2. Make an activity dm to introduce the participating businesses and specific activities;
3, decoration company portal publicity report;
4. Border Town Newspaper has tracked and reported the early and late stages of the activity;
5. Xiangxi Life Channel "Good Room and Good Home" is responsible for the special report of this activity;
6. The image advertisement of the background board at the event site is 4 m x 3m (the advertisement size is subject to the actual situation);
Participating units of intransitive verbs:
(1) Organizer: Xiangxi He Yi Decoration Co., Ltd.
(II) Exhibitor: Paco Floor Arrow Sanitary Ware Huarun Lacquer Leather Anuo Cabinet Midea Water Heater
Sanyi ceramic huayi light-decoration mingdian fabrics rifengguan
Decoration activity planning scheme Chapter 5 Activity purpose:
This year is the company's first anniversary celebration. With the theme of spreading the new culture of home improvement and serving the consumers of automobile city, our company promotes the new concept of decorative home culture design, improves the overall level of Shiyan home improvement industry and establishes the decorative brand image of Shiyan home improvement industry. Enhance the pride of employees in decoration enterprises, promote people with things and bring people with things, so as to further sublimate the overall team spirit again; Externally, effectively create a good public image of * * Decoration Company, show the good performance achieved in the past year, and fully display the advanced corporate philosophy, good corporate culture atmosphere and first-class construction quality of * * Decoration Company under the public's attention. Finally, good social and economic benefits are achieved.
Activity time:
The tentative date is xx * * *-* * (specific to be determined)
Location:
Tentative Jin yuantong building,
Organizer:
* * Decoration company
Participating units:
(TBD)
Real estate agent to invite: Shangri-La
Master plan of activities: World Planning Working Group
1. The specific work of the World Planning Working Group
(1). Copy of planning outline
(2) Print advertising copy products and corporate advertising slogans, all kinds of publicity materials, TV advertising copy, newspaper and magazine advertising copy.
(3) Public relations copywriting
(4) Graphic design, publicity materials design and printing, and advertising design.
Detailed implementation rules:
(1) Preparations for the press conference
Hold a media liaison meeting for this event, inform the theme and content of this event, and send a unified press release to all participating media units.
The venue is tentatively set at Hotel Mao Wen 1 (the liaison work is coordinated by the decoration and public relations department of Kuoda, and the event preparation team will be informed in time).
May Day Decoration Activity Planning Scheme 4 May Day Decoration Activity Planning Scheme 4
Contact the tentative media list in advance:
Shiyan daily newspaper Shiyan evening news agency Dongfeng automobile newspaper office
Shiyan TV Economic Channel Shiyan TV Life Channel
Shiyan TV News Channel Yazhong Advertisement
(II) Site layout of the event
Meeting with the responsible persons of "Kuanda Anniversary Celebration" such as stage layout, acoustics, entertainment industry, advertising banners, arched doors, pop posters, leaflets, site safety department, engineering department and logistics department, making specific work arrangements and submitting work plans, and providing relevant lists (leaders, guests, journalists, owners) schemes, etc. , the implementation of hierarchical responsibility system.
Report the work of various media, building materials consortium and relevant departments, and implement their respective work. All work is basically in place, including:
A, arches, banners, stage layout, gifts and gift desk layout, stations, safe passage signs, parking spaces (Kuoda Decoration Engineering Department needs to send a construction team to coordinate on-site construction. In addition, it is necessary to coordinate the security department of Jincheng Building to complete the site clearing work after 10.00 pm, which is coordinated by the engineering department and public relations department of Kuoda.
B, posters, printed matter design and printing work must be completed in * *. Wu Qiong, the person in charge of this work.
C, host contact, audio debugging, program rehearsal, power supply and electrical debugging;
D. The opening speech shall be examined and approved by Mr. Li (delivered to Mr. Li before * *).
E. prepare guest speeches;
F, the implementation of the guest leisure area;
G. training and publicity of hosts, bands and dm.
(3) Preparation for outdoor publicity of activities
1. Large posters should be posted at the entrance of each residential area under construction, and special personnel should be appointed for decoration. (The contact person for poster printing has not yet been determined)
2. Propagandists distribute leaflets in crowded areas on * * and * * (Propagandists of human body advertisements should be part-time college students and require a good image.
3. Publicize through the current period of the city's Yazhong advertisement (issued on * *), and the Shiyan Evening News will carry out cross-advertising and reporting on * *.
Media promotion strategy:
1, * month * day-* month * day, carried out special editions and special reports in Shiyan Evening News, Dongfeng Motor Daily, Yazhong Advertising and Shiyan Radio Station, and carried out a series of follow-up reports (in the form of news reports) on * month * day of "Kuoda Anniversary Celebration";
2. Make a series of news reports (or special reports) in Shiyan TV Life Channel, News Channel, Economic Channel and Dongfeng TV Station from * to *.
Through strong media publicity, we will create a strong advertising advantage, let all walks of life and ordinary people in Checheng know about this Kuoda anniversary and actively participate in it, establish the market popularity and people's affinity of Kuoda decoration, create an unprecedented grand occasion, become a hot spot of public concern and a new bright spot in Checheng, and let Kuoda enter thousands of households and be close to people's lives, thus achieving an unprecedented advertising effect.
Renovation activity planning scheme 6: Renovation activity planning scheme
Planning Case of Decoration Eleventh Activity: "Love Eleventh" Home Decoration Feast
Enjoy peony, order home decoration, enjoy peony, order home decoration, and the three stores bloom together.
Event gifts and discounts range from x to X.
1. Contents of the three-day publicity activities during the 11th Five-Year Plan period:
1. Theme: Warmly celebrate the first anniversary of Luoyang family; The flagship store of Zhenghe Road in Luoyang was grandly opened; "Eleventh" Golden Week, with you and me, the people of the whole city join hands with you to celebrate 1 anniversary.
2. Discount: 8.3% off the project cost (comprehensive management fee is not discounted). Enjoy the surprise price of home improvement group purchase every day during the activity.
3. Gifts: during the activity, an intention contract will be sent and practical household gifts (tea sets, bowls, pots and pillows) will be given. Gifts will be given when signing the bill during the activity (see the gift giving regulations for details).
4. Main materials: During the "Eleventh" activities, the urban family main materials alliance will be displayed, and major brands will simultaneously introduce preferential measures (see the promotion content of main materials for details).
5.X month X day Peony Hotel home improvement group purchase meeting (half a day) presents by invitation letter, on-site lottery (provided by some suppliers of prize-winning materials), signing a bill and tying balloons to win lucky gifts. The engineering manager promised on the spot that you would be free from worries.
6. During the store fair (all-day) from X to X, gifts will be given in the store by paying a deposit and signing a contract. During the activity, the signing customers will enjoy the exclusive construction plan tailored for you by the Gold Medal Project Manager, which is more efficient and worry-free.
Second, the specific content of the activity
1, x month x day home improvement group purchase meeting (half a day)
Activity theme: enjoy peony and repair home decoration, and "Eleventh" is more enjoyable.
Activity time: 20xx year x month x day 14: 00-20: 00.
Venue: Meeting rooms on the third and fifteenth floors of Peony Hotel.
Activity content: 1, home improvement group purchase meeting: one-on-one communication with senior designers.
2. Sign balloons at the event site to win lucky gifts.
3. The main material suppliers will show their elegance and offer the "Eleventh" discount and promotion of the corresponding brands.
Activity promotion:
During the 1. activity, all customers who come to any store in the city for consultation with the floor plan can enjoy VIP treatment and get a beautiful gift.
2. There is a lucky draw at the Peony Hotel event site, and all customers at the site have the opportunity to participate in the lucky draw.
3. Customers who sign an intention contract with our company or renovation contract will have the opportunity to tie balloons on the stage and get lucky gifts.
4. All the people who sign the bill will get a gift (see the gift giving regulations for details).
2. the store market from x to X.
Theme: Store Fair
Activity time: 20xx year, x month, x day to x month, x day.
Venue: xx Store
Activities: Store Fair;
Activity promotion:
1) During the activity, all customers who come to the store to consult the floor plan will get a beautiful gift.
2) Any customer who signs an intention contract with our company or renovation contract at the event site can enjoy: 1, free room measurement and budget; 2. Visit the model room; 3. You can participate in the model house collection activities; 4. Get practical home gifts (tea set, bowl, pot, pillow core).
3) Anyone who signs the bill will give a gift (see the gift giving regulations for details).
Third, three major commitments:
1, "golden diamond" standard project, five links to ensure the decoration quality.
2, level 3 project acceptance, supervision, project manager, project manager.
3. Adhere to the best management concept of materials, publicize the brand of materials, and do not engage in fake and shoddy OEM.