I. Background of the exhibition

(A) the integration of enterprise core products

(2) Formulating successful investment promotion policies.

(c) Developing marketing tools for participating in exhibitions.

Second, the exhibition site arrangement

(A) the design of the booth

(2) Selection and display of products to be exhibited

(3) Items needed at the site

(four) the allocation and division of labor of the exhibition site personnel

Three. Site layout of a furniture factory in Guangdong

(a) the layout of the exhibition hall in the factory and the display of products

(2) Layout of factory office (reception room)

(3) Items required for the factory site

(4) staffing and division of labor in the factory

(5) Necessary items

Fourth, news public relations planning.

V. Accommodation arrangements for dealers

Exhibition schedule of intransitive verbs

Seven. Personnel arrangement and matters needing attention

Internal capacity

I. Background of the exhibition

The influence of Dongguan International Furniture Fair in autumn is playing an increasingly important role in the national furniture industry. Its specialization and scale have attracted the attention of domestic distributors and some overseas distributors, and the exhibitors' brands have been rapidly improved. To be sure, it is a correct decision for a Guangdong enterprise to choose such an international furniture industry exhibition to comprehensively enhance the image of a Guangdong furniture enterprise and launch a new high-level brand. After market planning and product positioning, a furniture company in Guangdong showed "XXX" to the outside media and domestic furniture dealers, which is expected to achieve good results in building the first brand of youth furniture in China.

After the investigation of the youth furniture market and the analysis and prediction of the overall development trend of domestic panel furniture, the "corporate image" and "brand image" of a furniture in Guangdong are positioned as follows. The image of a furniture enterprise in Guangdong is positioned as: a professional middle and high-grade plate suite furniture manufacturer (not limited to producing adult suites after expansion); The brand image of "XXX" is: middle and high-grade youth furniture that emphasizes the concept of healthy growth of teenagers and combines modern panel furniture production technology. At the same time, the slogan of integrated marketing communication is "Building the first brand of youth furniture". A furniture brand in Guangdong advocates the modern lifestyle of young people's growth, but it is not just an empty slogan of health and environmental protection for young people. In terms of brand connotation, it pays more attention to the influence of furniture on young people's psychological growth and pays attention to meeting the spiritual and psychological needs of young people during their growth. In order to better expand the brand influence, a furniture in Guangdong can refer to this planning case and combine the actual situation to carry out strong marketing communication SP activities.

(A) the integration of enterprise core products

After market research, combined with the current situation of a furniture enterprise in Guangdong, it is suggested that the new brand of youth furniture should be extended to the adult color suit series after its success as the main brand. Panel furniture will be one of the mainstream furniture in recent 10 years and will be popular. Therefore, in the longer term, the enterprise strategy should consider the strategy of expanding and developing to the whole industry of modern environmental protection panel furniture. According to this strategic direction, we will gradually develop enterprises, establish core product lines and reasonable brand extension. The core competitiveness and development ideas of the enterprise are as follows.

(2) Formulating successful investment promotion policies.

In order to do a good job in attracting investment for exhibitions, attract enough dealers to make field visits to manufacturers, circle these dealers and sign bills, adjust the existing investment policies, and formulate the following joining policies for a furniture store in Guangdong for reference during the investment promotion meeting and later joining operations.

Who will be the brand furniture for teenagers in 2008?

—— A furniture in Guangdong strives to build the first brand of youth furniture.

We believe that franchisees are the protagonists in the construction and expansion of a furniture product market in Guangdong, and they are also the support points for the "XXX" brand to become bigger and stronger. A furniture company in Guangdong will give all-round support to dealers in all regions of the country, because we have always insisted on supporting franchisees, that is, supporting market expansion. 2007 is a year of strategic development for a furniture enterprise in Guangdong, so we specially launched a win-win strategic joining policy for all manufacturers in China. During the exhibition, the contracted customers will enjoy the following win-win joining policy support, which will completely make the joining investors easy to operate and manage from the perspectives of storefront, goods and funds.

First, the joining policy support:

1. Powerful 3D advertising support

A furniture brand series in Guangdong will be selectively promoted in local satellite TV, local superior print media (such as newspapers and magazines), consumer-oriented large-scale furniture exhibitions and other media according to the actual situation of each franchisee region to provide strong support for the brand market; And coordinate the national marketing communication and promotion work, and negotiate the regional advertising plan and promotion plan with regional agents and franchisees;

2. Brand image support

The company granted the right to use the brand to dealers and franchisees, which greatly enhanced the store image and sales image appeal. Provide nationwide unified store image, CIS manual, store business training manual, auxiliary materials for opening, employee management, etc.

3. Shop decoration support

Provide domestic first-class storefront decoration mode, fully reflect the high-end image of the storefront. Free shop decoration plane, 3D renderings design, construction drawings, decoration materials and other related details. For franchisees who can meet certain requirements (such as flagship store requirements, etc.). ), the company will provide decoration subsidy support. If the dealer increases the order quantity, he can also enjoy the purchase rebate at the same time.

4. Store-assisted commodity support

The company provides a certain specification and quantity of light boxes, special business cards, light box parts, posters, advertising inkjet, POP paintings, shopping bags, opening gifts and other items needed for opening a shop at the cost price, which are distributed by a furniture in Guangdong free of charge. Distribution of goods can enjoy the required goods 15% discount subsidy (cumulative order discount during the exhibition);

5. Operation training support

A furniture company in Guangdong implemented the internationally advanced franchise chain management mode and set up a special brand manager to manage it. We will provide store managers and employees with comprehensive professional necessary knowledge auxiliary training. Trainers will be present to train franchisees and salespeople, explain the sales skills and characteristics of retail monopoly, guide the knowledge of commodity display, replenishment and ordering, and enjoy modern professional and advanced retail and service management experience in a short time. The company headquarters holds management courses, customer management knowledge and store manager training courses from time to time;

6. Cargo deployment support

The company has a mature, scientific, reasonable and advanced logistics configuration system, and the delivery service is thoughtful and fast, ensuring the timely delivery of customers' goods and accurate communication of goods-related information; The distribution of products and the generation of customer orders are in strict accordance with the company's business strategy, and reasonable combination matching is carried out to ensure the profitability of customers; According to the human geography and consumption differences in the national market, the marketing department of the company pays close attention to the sales and inventory of franchisees, and provides cross-deployment of goods in time to reduce inventory risks. The deployed goods are not included in the exchange rate of the contract;

7. Worry-free product research and development support.

The existing furniture style of a furniture company in Guangdong is the first-class design level in China. At the same time, the company's design center guarantees the timely launch of Guangdong youth furniture brand series in line with the market consumption trend, and develops a series of combined products in line with the market;

8. Exclusive to the regional market

The company headquarters formulates strict and meticulous regional barrier division policies and uses effective technical means to ensure the interests of agents and franchisees in various regions;

9. Customers who place an order and pay the deposit during the exhibition will enjoy a 15% discount on the purchase amount. We promise that this is not a complicated rebate number game.

B. During the exhibition, priority signing dealers will get more preferential policies:

1. Brand credit support

A furniture company in Guangdong draws lessons from the management mode of commercial banks. In view of the credit management mode of a furniture dealer in Guangdong, the headquarters of the company gives corresponding credit rating and support to the merchants according to their sales and reputation, and formulates financial incentive mechanisms such as payment for goods and stores to solve the problem of capital chain in franchisee operation.

2. Jointly build a flagship store and provide strong operation and management support.

In order to promote customers who meet the standards of flagship stores, the company wholeheartedly implements unified brand management of flagship stores. The company provides a sound management system, annual business management plan and irregular visits by marketing center personnel, provides brand management strategies and provides overall follow-up services. The marketing department collects daily sales information, and with the help of computer data mining and analysis, it constantly goes deep into the sales situation of products in various regions and makes the fastest response to consumers' market behavior, thus improving the product level and sales level and the profitability of franchisees. For example, "2008 annual marketing plan support" and "launching various promotional activities".

3. Brand franchise store store display training

The proliferation of general advertising has caused a sharp decline in memory, while pre-store promotion is the driving force for face-to-face communication between products and consumers and the actual sales, which has the unique charm of "one foot in the door". Therefore, it has become one of the focuses of modern commodity competition to make consumers stay in front of product shelves, experience feelings and promote purchases by using various marketing methods (brand franchise store storefront display training).

4. Annual gold medal sales staff training plan support

A furniture company in Guangdong will use Jin Yan, a famous brand marketing strategic organization in domestic furniture industry. The training and guidance knowledge of the winners will help the standard dealers of flagship stores to build the annual gold medal sales staff. Because we believe that: excellent sales staff is the first-line basis for dealers and a furniture company in Guangdong to make profits together. At the same time, it is our responsibility to make the sales staff successful and let the employees participate in the business of the enterprise together. They will also be your qualified store managers and backbones in the future.

(3) Customize and develop supporting exhibition marketing tools.

After the first stage of market research and the second stage of overall exhibition planning, Jin Yan Company will tailor the exhibition marketing tools according to the current situation of Guangdong A furniture. For example, China Merchants Special Issue, Picture Album, Folding, Joining Manual and China Merchants Association Planning.

Second, the exhibition site arrangement

(A) the design of the booth

The design of the exhibition hall was completed by a company in Guangdong before August 5, 2007.

(2) Selection and display of products to be exhibited

The selection of the products to be exhibited will be confirmed before August 20th, and the product display will be completed on September 1 2.

(3) Items needed at the site

1, 300 copies of a furniture "China Merchants Special Issue" in Guangdong;

"China Merchants Special Issue" was planned and designed by Jin Yan Planning Company, and the marketing tool development stage was completed in the middle and late August of 2007. A furniture factory in Guangdong found a professional printer to print, and the printing was completed before August 20, 2007.

2. 500 business cards (5 boxes) of "A Furniture in Dongguan and Guangdong";

Among them, Zhao Zong has 300 business cards, and two sales managers each have 200 business cards. The preparatory work will be completed before August 20, 2007.

3. A small sign "Please give me your business card";

This work is carried out by the sales office.

4. Tray for putting business cards;

This work is carried out by the sales office.

5. The guest signs the book;

This work is carried out by the sales office.

6. A counter;

The counter is used to place the above items, which is implemented by the sales office.

7, a set of audio;

Used to play music, create an atmosphere, sales offices to implement.

8. 1 water dispenser, 500 disposable cups, 5 barrels of slightly advanced purified water;

9. Three sets of exquisite cloth samples;

10 and 100 copies of A Furniture in Guangdong;

Photographed by professional product photography company, designed and produced by Jin Yan company and printed by Guangdong professional printing company, and completed before August 25th.

1 1, an order for a furniture product in Guangdong 10, and a franchise contract for a furniture dealer in Guangdong 100;

Preparation of sales office, completed on August 10.

12, gift.

A) Any dealer who participates in a furniture on-site investment promotion meeting in Guangdong can win a beautiful small gift by lottery. The gift is a fashionable MP3 with a laser-printed logo of a furniture brand in Guangdong.

B) Dealers who visit the factory and sign the contract can win a set of Guangdong Children's Snoopy brand stationery set by lottery.

C) On-site consultation in the exhibition hall or giving a set of poker to customers with certain intentions (the logo and advertising language of a furniture brand in Guangdong are affixed to the outer packaging).

D) 300 gift bags. Printed with Guangdong furniture logo (front and back), contact number and factory address (double-sided printing), delivered by the sales manager.

(four) the allocation and division of labor of the exhibition site personnel

1, etiquette.

There are 4 hostesses, and 2 hostesses are arranged to stand at two entrances and exits of a furniture booth in Guangdong 1. They are mainly responsible for distributing promotional materials to past dealers and inviting past guests to visit the products in the exhibition hall. The other two people are responsible for receiving dealers at the reception desk, asking the progressive dealers to leave their business cards, or inviting guests to register their names, store addresses, telephone numbers and other contents in the guest sign-in book. Miss etiquette wears a uniform dress (a colorful suit worn by young girls) and a ribbon of "furniture for a teenager in Guangdong". The whole suit needs a loose fit. The related work of Miss Etiquette was carried out by the sales manager and completed before August, 2007 15.

2. Business negotiators

It is suggested that Zhao Zong personally lead a five-member team to the exhibition site to discuss with interested dealers, and try his best to invite and lead dealers to get on the shuttle bus. If you have time, Jin Yan Planning Company can go to the site or call for help to deal with temporary and intractable problems. It is the responsibility of each designated regional manager to ensure that interested dealers visit the manufacturer's exhibition hall and facilitate the signing of the contract.

(5) Outdoor advertising at the exhibition site

Show products in the square outside the exhibition hall: See "News Public Relations and Media Delivery Strategy" later for the specific activity plan. This work was carried out by a team in Guangdong before August 15, and the host was determined before August 20, 2007, and the host made a detailed plan for the activity.

Three. On-site Layout of "Guangdong Furniture"

(a) the layout of the exhibition hall in the factory and the display of products

This work is carried out by the sales office with the assistance of Jin Yan Planning Company.

(2) Layout of factory office (reception room)

This work is carried out by the sales office with the assistance of Jin Yan Planning Company.

(3) Items required for the factory site

1. Put an inflatable arch or hang a yellow strip with a red background in front of the factory, which reads "A furniture in Guangdong warmly welcomes new and old friends!" . This work should be completed by the sales office before August 25th.

2. There are two vertical flower baskets in front of the factory office.

This work should be completed by the sales office before August 25th.

There are two vertical flower baskets at the entrance of the factory exhibition hall.

This work should be completed by the sales office before August 25th.

(4) Factory staffing and division of labor

1. There are two receptionists in the factory exhibition hall, who are responsible for receiving customers, explaining products and asking questions when dealers visit the factory exhibition hall, and acting as "tour guides". Choose young employees with standard Putonghua and good voice, and be familiar with domestic children's panel furniture, teenagers' panel furniture knowledge and teenagers' healthy growth knowledge in advance.

2. Zhao Zong led two business negotiators, who were responsible for unified negotiation, contract signing and letter of intent signing with the enterprise after the dealer visited the factory.

(5) Necessary items

200 copies of "China Merchants Special Issue" of a furniture in Guangdong, exquisite samples, business cards of a furniture company in Guangdong 100, a furniture product album in Guangdong, a tray for putting business cards, a small sign of "Please give business cards", a water dispenser (exhibition hall in the factory), disposable water cups, 5 barrels of purified water, an order for a furniture product in Guangdong, and a franchise contract for a furniture dealer in Guangdong.

Fourth, news public relations and media delivery strategy.

1, news media public relations. News public relations is the golden rule for domestic enterprises to choose low-cost brands to promote and consolidate. You can take advantage of this exhibition to carry out appropriate news and public relations publicity. You can use Dongguan furniture & advanced; Contact reporters from mainstream industry magazines for on-site interviews; Director Manager Daily and Consumer Daily (online media) were interviewed by the general manager. The following month, there was a half-page national investment advertisement in the magazine, accompanied by a full-page interview with the general manager of a furniture store in Dongguan, Guangdong Province, and then 300 magazines were bought as the marketing means of "a furniture store in Guangdong" in the future. It will consolidate the marketing communication in the later stage of the exhibition and play the role of news public relations.

2. On-site activity planning. According to the characteristics of a furniture product in Guangdong, organize a certain scale of on-site activities, mainly for dealers, record the theme of taking photos and carry out public relations promotion.

The detailed rules of the activity plan are as follows:

(1) Two inflatable cartoon characters posted stickers of "A furniture in Guangdong" and "Building the first brand of youth furniture". Cartoon characters flow back and forth in the exhibition hall outfield.

(2) The main content of the activity: to show the vitality of young teenagers and the high-end brand image of "XXX" by singing (mainly dynamic dance music and popular youth songs), dance performances and sketches (such as the brand story of "XXX").

(3) Invite the "Youth League" and a band to perform, and the best combination is a woman and a man to perform youth song and dance programs, so as to attract dealers to visit and publicize a corporate culture in Guangdong.

(4) The detailed sequence of performances shall be drawn up by the host.

(5) Time: September 6th:10am-11am; 2 pm -3 pm, 4 pm -5 pm. September 7th:10am-11am; 2 pm -3 pm, 4 pm -5 pm. * * * Six performances, one in the morning and two in the afternoon, each lasting about one hour. At the event site, a company in Guangdong prepared a customized "so-and-so" toy, interspersed with prize-winning questions and answers, which enlivened the atmosphere.

(6) The person in charge of the activity is appointed by Zhao Zong, who is responsible for the activity and coordinating related matters.

(7) The booth is designed as a 3M*5M exhibition and performance platform.

(8) campaign slogan: XXX-I like it! The host reminded and asked the participants to shout this slogan, which contributed to a warm brand image.

3. Other available news media (product descriptions can be applied to investment advertisements).

Free online media, release advertising and investment information, and release product special price information. Enhance the popularity of a youth furniture, with the theme of "healthy physical and mental growth", and highlight "building the first youth furniture brand". Join the company's vision of "the first brand of Asian youth furniture" and show the development direction of a high-end brand furniture.

V. Accommodation arrangements for dealers

The sales manager will contact the hotel in advance, contact the on-site staff of the exhibition hall for lunch delivery during the exhibition, and appoint a sales assistant to be responsible for the night accommodation after the dealer arrives at the factory. Overall arrangement: The sales manager and assistant negotiate to complete an exhibition reception plan, which will be allocated by Zhao Zong according to the specific situation of the manufacturers. Matters needing attention include car transfer from the exhibition center to the manufacturer, rest and accommodation arrangements after the manufacturer visits the exhibition hall, and appropriate entertainment activities in the evening. In short, we must find a way to keep an intended customer until the afternoon of the 7 th.

Sixth, the whole schedule of the exhibition.

See the "Attached Table" for the schedule during the exhibition.

Seven. Personnel arrangement and matters needing attention

(1) Specific personnel arrangements

All the personnel are dispatched by Zhao Zong, and Zhao Zong is mainly responsible for the on-site work of the exhibition and the reception work in the factory; Other staff members ask Zhao Zong for instructions on issues that cannot be decided or solved. In this way, the requirements for receiving customers are clear, and it is not easy to make mistakes or miss people in the connection. (This method requires higher reception staff, and it is hoped that the reception staff in the factory will be familiar with all business processes and fully proficient after a week of intensive training).

(2) Other precautions

1. During the exhibition, we must pay attention to the uniform and neat clothes of the reception staff. It also requires security personnel to strengthen the management of the factory during the exhibition, mainly responsible for the arrangement of vehicles entering and leaving, so that "Guangdong Furniture" will leave a better impression on the dealers and truly feel that Guangdong Furniture is a well-managed and powerful enterprise.

2. The receptionist must keep information exchange, timely communication, and do a good job in reception.

For factory workers, we must pay attention to personal hygiene, dress neatly and speak appropriately. Don't talk and laugh in the factory. It's best not to walk back and forth in the office and exhibition hall.

4. Pay attention to the cleanliness of the workshop and exhibition hall, and someone will be responsible for regular cleaning every day.

5. All items in the factory must be placed in a standardized way, and no littering is allowed. At the same time, we should pay attention to prevent fire and other situations that are easily affected by the outside world.

6. Toilets must be kept clean. It is best to deodorize the toilet first during the exhibition, and someone is responsible for cleaning the toilet regularly every day.

During the exhibition, we must pay attention to various situations: to prevent people from exhibiting products in the factory.

In order to destroy it, prevent other enterprises from copying money in the exhibition hall and prevent the camera phone and product atlas from being lost. Pay attention to the parking arrangements of vehicles.

8. Print an address book of the staff during the exhibition, and all participants must have one.