(various promotional activities.
Now, China residents can feel that with the rapid development of the building materials market, the competition between the markets is becoming more and more fierce. As long as you enter the building materials market, the heat wave of promotion will come to your face. Every market makes every effort to carry out various types of promotional activities.
At present, the promotion methods of most domestic building materials markets are similar, which are nothing more than price reduction, discount, souvenir giving and lottery. Of course, there are also many strange tricks in the market, which make the promotion activities vivid and colorful, greatly increase the sales during the promotion period, and are welcomed by merchants and customers.
In order to fight against SARS, Huansanhuan Home Business Center held a 60-day charity sale in May. In July, there will be a promotion activity of "the sale of goods will last until the end of July". During the activity, air conditioners, color TV sets and other household appliances 100 are sent out every day on weekends. For the convenience of customers, Huansanhuan bought 35 Foley cars. As long as there is a hotline reservation, the market will send a car to pick up customers. Whether you spend money in the market or not, there are fixed-point buses to send customers.
On July 5th-65438+1October 12, the "Super-large Promotion" was held in the Home Culture Square outside the city. During the activity, "65,438+10,000 yuan will be awarded every day, 100 days will continue to promote sales, and100,000 yuan will really give back, and the night market at home will be at 9: 00!" And there is a free shuttle bus to pick up customers.
Jimei Furniture and Building Materials City has 1 1 free shuttle buses and fixed lines all over the city. During the activity, anyone who buys more than12,000 yuan will receive a magnetic therapy mattress worth 1200 yuan. By analogy, there are prizes for shopping above 500 yuan. Jimei Furniture & Building Materials City held a large-scale promotion activity during the New Year's Day last year, and made full-page color advertisements in Beijing Evening News and Jinghua Times, with an investment of millions of advertising fees alone. The selling point of this activity is "give a million gifts" and promise "buy, send, draw and cash". During the one-month activity, * * * produced 24 first prizes and 24 shopping mall coupons, each of which was 5,000 yuan; 48 second prizes, 2000 yuan each.
Tianlong Jiayuan held the "Eleventh Golden Week Million Profit-making Action". Long Sen Kitchen Cabinet held the activity of selling kitchen cabinets and sending Pentium 4 computers. Fuya Paint held a promotion activity of "Buy Fuya Paint Package and Eat KFC for Free". Millions of lamps are auctioned. Lanjia's shopping lottery, prizes range from cups, umbrellas and hats to air conditioners, color TVs, washing machines, microwave ovens and DVDs. Thousands of lanterns hold an auction. Anyone who signs a home improvement contract during the activity can draw a lottery and the first prize will be returned in full. There is also a building materials market, which held promotional activities during the Spring Festival last year. The prize of the lucky draw is ten small yellow croaker with red feet, each weighing10g. In fact, a 10g gold bar is about 1 000 yuan. However, due to the precious position of gold in people's minds, customers who went shopping for lottery were crowded. According to media reports, an old lady drew one on the spot.
Beijing Live X Home Mall held a large-scale promotion at the end of last year. "Take the advertisement of Jinghua Times to the main service desk of the shopping mall, and you can get a true love B coupon of up to 5,000 yuan for cash shopping." The theme advertisements are "The passion of winning one million yuan (total value of 3 million yuan) by giving ten million yuan (total value of120,000 yuan) as coupons" and "Real gift, 100% winning in a row".
Lize Building Materials City provides long-term supply for dealers in various markets, and provides free green home improvement design. During the promotion period, 50% discount will be given to environmentally friendly building materials, and 10000 gifts will be given, with the highest prize value of 5000 yuan.
Tourmaline Home Plaza also launched a strong promotion campaign of "Tourmaline green home, green life, green whirlwind" and "Tourmaline true feelings will never change, reward100000 yuan, serial prizes will be given out one after another, and the winning rate will be 100%".
Jinma furniture is sold at a low price during the promotion period, with the original price of senior class table 12800 yuan and the sofa special price of 7800 yuan 13800 yuan. The reason why Jinma can sell at a low price is because it has carried out effective cost control in three main links. First, in terms of procurement cost, Jinma has set a target of reducing 65,438+00% every year to expand procurement volume. In the past ten years, the purchase volume of Jinma has increased from 65.438+million to 65.438+0 billion, and a set of ordinary sofas has dropped from more than 3,000 to more than 654.38+0,000. The second is specialization to reduce operating costs. Third, frugal management, starting from all aspects of enterprise operation, has created the myth of "invincible price".
Lan Jingli's Home Plaza in Dazhong Temple is engaged in the promotion of "July Value-added Delivery Activity". Put forward the slogan of "add value first, then shop, and win 100%". Customers can get 1800 yuan at most in 200 yuan. The market also promised that "environmental protection is not up to standard, and compensation is not negotiable". Then, in August, the promotion activity of "Golden Autumn Household Consumption Delivers Health" was launched. During the activity, anyone who has shopped in 200 yuan or above will get a lucky draw, and the highest prize will be a health sports card of 2000 yuan.
During the promotion activities, Beijing Zhengx Home specially arranged two performances, one was a cultural performance in the afternoon, and the other was the "Beijing Pet Talent Competition" held in the market square in the evening. Welcome to "Bring your pet to play!"
The East Third Ring Furniture Mall held a "cash grab" promotion during the National Day last year. There is a grand prize of 3000 yuan waiting for you every Saturday. During the activity, 30%-60% of the goods were sold below the market price.
Haomeijia Sijiqing Store launched the fourth anniversary celebration of the National 15 Store during the National Day last year. During the activity, I bought household appliances and kitchen and bathroom 1000 to get 100. One-time shopping over 500 takes 40.
In order to cooperate with the "3 15" activity, oriental home Lize Store held the "Million Gifts" activity this year. During the activity, 5 135 lucky people will share the grand prize of1000000 yuan.
During the National Day of 2002, some commodities in oriental home were sold at the reserve price. Yali shower room with the original price of 2038 yuan, 1000 yuan can be bought. 2 15 yuan one-square-meter Nobel ceramic tile special price 1 13 yuan. During the activity, a large number of floor and bathroom equipment packages were lower than usual, near 400 yuan and 300 yuan. Mr. Zhang Hongwei said that the reason why oriental home can achieve daily parity and low price during the promotion period is that it has six advantages. First, unified procurement, unified distribution and unified management; Second, the cost is low; Third, the variety is complete; Fourth, advanced management methods; Fifth, many salesmen and tallymen are experts in building materials; The sixth is to provide consumers with all-round services;
August 20th, 2003 is the fourth anniversary of oriental home's glory. On August 23rd, another new store in oriental home, Beijing Bajiao Store, officially opened. All the chain stores in oriental home share the same happiness and congratulations. From August 23rd to September 28th, oriental home will launch large-scale promotional activities such as "Four Clean Gifts", "Opening Special", "Shopping Coupon", "Ten Yuan Special Auction" and "New Store Courtesy for Old Customers". The activities in each store are wonderful, so that new and old customers can go home with benefits and surprises!
(b) Advertising, pop music and store layout
In any market, advertising is the most conventional means of promotion. Advertising is the "incubator" of the brand and plays an important role in the process of brand building and growth. It can be said that the ceramic industry is world-famous. Advertising is a way of communication, and a localized and catchy name is certainly easier to spread than an unforgettable name that combines local and foreign languages. "Dragon brand paint has no taste and makes your life taste" is a good advertising word. Coca-Cola Company, as a world-famous brand, spends 30% of its profits on advertising every year, relying on endless advertising to maintain the vitality of the brand. Express "this is me" and "I'm still here"
The advertising of Easyhome focuses on down payment and promises environmental protection decoration. 200 1 The advance payment system was first proposed. At that time, I made a cover advertisement on Radio beijing communication radio. There is only one sentence in the advertisement: "The house is actually paid in advance." Although simple, it is very powerful and penetrating. Let this advertising word resound through thousands of households and truly become a household name. In addition, Easyhome also successfully conducted a crisis public relations operation on the "Fule Incident", and unequivocally took out nearly 2 million yuan to honor the promise of paying in advance, making Easyhome famous. Last year, it was the first to launch "real home, environmentally friendly decoration, full refund without environmental protection." The theme of advertising words. The effect is also quite good.
The incredible house rarely does full-page commercial advertisements, and the times I see are mainly words. For example, on the eve of National Day last year, Beijing Evening News made an advertisement, and there was not a picture. Instead, he put forward "eight reasons for choosing an incredible house" in a lot of words. These eight reasons are as follows: First, Easyhome has a strict market access system; Second, Easyhome has a strict management system for home improvement contract certification; Third, the family has a strict engineering quality management system; Fourth, Easyhome took the lead in introducing the "advance payment" system; 5. Real Home, the first to launch the "green decoration" system; Sixth, the last elimination system unique to Real Home; Seven, Easyhome's original star system; Eight, Easyhome initiated the system of "market-oriented management", "one-stop" and "first inquiry responsibility system";
Good artists advertise their advantages with large advertisements. Take the 4th anniversary of last year as an example, its advertising creativity is six words: National Day strength competition. * * * There are six ratios, namely: strength: supermarket concept, brand pioneer, unstoppable; Price comparison: famous brand, explosion price, who is competing with each other; Variety: Ten categories, more than 50,000 kinds of building materials, complete in variety; Than service: no reason to return, free delivery, first payment, thoughtful service; Compared with home improvement: self-operated home improvement is by no means affiliated, and the quality is tangible;
IKEA's promotional advertisements are unique and unconventional. Before a promotion last year, IKEA put two advertisements in the newspaper. The first day is: "wash and sleep!" " "Four big characters occupy half a page, and there is a line of small characters below:" Wash and sleep quickly, IKEA has a big sale. Early to bed, early to rise, healthy and refreshed to IKEA "The second day's advertisement printed two characters: urgent need: looking for a man with strong body and unlimited economic strength (willing to pay the bill) to join hands with me to accompany IKEA, and IKEA will start a big sale tomorrow! There is a small print at the bottom: IKEA has a big sale, and some goods are 50% to 30% off. They are out of print and sold out. We think this kind of advertisement is very creative and attractive, especially for IKEA's customer group: trendy young people.
Buy some advertisements
At present, POP advertisers in China building materials market are mainly atmospheric POP advertisements. On the anniversary day, POP advertisements with uniform style and exquisite printing were hung in the store, which played a very good role in setting off the atmosphere in the store. The other is to promote POP. Its function is to convey product prices, discounts and other information to customers.
According to the international advanced retail marketing theory, the application of promotional POP should conform to the following principles: (1) The form is beautiful, which can fully attract customers' eyes to convey information and integrity, and can effectively stimulate customers' random purchase impulse; (2) the replacement cycle is short, and the latest sales information and intention of the store are transmitted to customers at any time; (3) High-density applications are more convenient for customers to choose.
Today's customers are mostly rational, but when they are overly enthusiastic promoters, they tend to be indifferent or even retreat. They are more accustomed to complete freedom of choice without interference. However, it is difficult to truly gain the trust of customers simply by displaying goods. Therefore, how to effectively and accurately convey the intention of the merchants to customers and achieve the purpose of stimulating customers to buy impulsively, POP advertisement posting has become a bridge between products and customers.
In this regard, some large building materials supermarkets and large commercial building materials markets are doing better. For example, B&Q, Obeid, oriental home, Homemart and Red Star Macalline.