Overview of telecom broadband community promotion activities;

First, establish a full-time community promotion team;

Two, the residential area, office building, canteen classification, evaluation of development value, determine the way to enter.

Third, the account manager's property management office conducts public relations and strives to enter in a shorter time. Signing a telecom business agency agreement with property management

Make a contract;

Four, the preparation work before entering the site (including promotional materials, property management agency contract, etc.). );

5. Officially enter, receive and introduce products; .

1. Establish a full-time community promotion team: The community promotion department (group) is generally composed of 2-3 people, with a minimum of 2 people and a maximum of 1 person.

Supervisors have teams, usually 2-3 people as a group, and community development is carried out in groups. Responsibilities of Community Promotion Manager: Direct superior: Zeng Huanquan

Direct subordinates: community account manager, community promotion business account manager, job responsibilities: responsible for the development of real estate and pre-development negotiations, for real estate

Classify, evaluate and determine the mode of occupancy, and be fully responsible for real estate activities and later follow-up work.

1. Training: Residential account managers have to go through a series of training before taking up their posts, and they can only take up their posts after passing the examination. Training content reference

According to the company training manual, the training courses are:

2, adjust the mentality: the work of the account manager is easy to suffer setbacks, if you do not help the community sales staff to adjust their mentality in time, it is very

Salespeople are easily depressed and their confidence drops, which is extremely unfavorable to their work. You can use the morning meeting time to share some colleagues' success stories and stories of successful people to motivate employees.

Service is difficult, but it is difficult to win orders.

3. Community promotion process management: keep abreast of business progress through meetings, sum up problems in work and

Give the solution and determine the next work direction. Insist on filling in the work log and work week report every day.

Second, the classification of residential areas, office buildings and grocery stores, the evaluation of development value, and the determination of access methods: we put our city.

The site is divided into ordinary residential quarters, urban villages, commercial office buildings and professional market shops. 1 After analyzing each paragraph one by one, first evaluate whether the paragraph is worth moving in, that is, evaluate whether the paragraph is moving in.

Input-output ratio, input-output analysis, need to be clear about the following groups of data: after calculation, if it is worth moving in, then decide how to move in. At present, the ways to enter ordinary residential areas, villages in cities, business halls and professional markets are:

1, cooperate with the property, sign an agency agreement, and share the labor results with the property.

2. Public service advertisement: sponsor the production of floor signs, house numbers, posters and public service slogans in the elevator hall.

Help to make community public welfare billboards, bulletin boards, signs, advertising electronic clocks, community seats and community property magazines.

3. Sponsor community activities, such as community owners' gala.

4. weekend exhibition: during the weekend, the promotion team rented a venue to display telecom products.

(1). Different ways should be adopted for different types of markets: repeatedly post publicity materials with double-sided tape for villages in the city.

(2) How does the community owners' association operate? If possible, the community owners' association is a good time to focus on publicity. You can discuss with the property company and strive for cooperation.

Hold a party.

1, cut in: sponsor a certain amount of gifts, prizes, programs, get the title of the party, or show/publicize on the spot.

2. Operation: It can be jointly organized with real estate companies or managed separately.

3. Display/publicity: add brand name, sun umbrella, distribute leaflets, arrange booths and samples to the party background painting.

4. Provide programs: organize employees to perform 1-2 distinctive sketches and sitcoms, participate in them, and give them to the owners and

The property company was impressed.

Third, the account manager's property management office conducts public relations, strives for a shorter time to enter and sign a telecommunications business with the property management office.

Make a contract;

Fourth, preparation before entering the station

Bill of materials:

1, all promotional materials of Telecom

2, banners, outdoor billboards or other forms of outdoor advertising. (The company provides template making)

3, residential building signs, house numbers, elevator posters, public service slogans, community public service billboards, bulletin boards,

Signs, residential property magazines, etc. (The company provides template making)

Verb (abbreviation of verb) formally enter, receive and introduce telecom products: formally enter the community to promote sales, matters needing attention:

1, do a good job in property relations and public relations in advance.

2. obey their management in everything.

3, can't conflict with the doorman, have something to discuss with the supervisor.

4. Post publicity materials according to the property requirements;

5. The website layout must be magnificent, shocking and attractive; Community visits and word-of-mouth publicity

Organize the customer list of this community into a table, and take photos of the advertising materials that have been stationed in the community as "vouchers"

According to ",showing it to other potential communities can play a good role in" closing the door ". The second part: the planning place of entering the community: the central square.

Object and number of activities: Parents of children aged 3-8 Purpose: To promote Ruisi brand and introduce the advantages of the course, explore potential customers, guide them to attend open classes, and finally sign up for activities such as warm-up interactive games.

Opening group

Activity framework: 1. Speak one day in advance, and put the poster on the notice board on campus.

2. Before the event, the marketing staff will publicize and guide the target group, so that everyone can understand the content of the event and stimulate the enthusiasm of the event.

Interested in participating.

3. At the beginning of the activity, parents and children should be separated as much as possible. cc mainly explains the ditch with parents in the waiting area.

Yes, teachers interact with children. On the one hand, cc introduces Reith's courses and features, and at the same time, teachers interact with children.

Stimulate children's interest and enthusiasm. 、

4. warm-up match

5. Open class

6. Finish, and register customer information.

Arrangement: Friday: pre-event publicity, 2 part-time marketers, 2 teachers, Saturday 1 marketer, and 3 equipment needed: 2 tent umbrellas, 2 Yi Labao, 20 small benches, 1 portable speaker, 1 portable carpet, 2 paper cups, 2 paper towels,/kloc-. Banner 1, publicity page

300, open class registration form, questionnaire, activity props, activity prizes and related equipment. Article 3: Community outreach activities

Dynamic scheme

Summary of Guangzhou Air Conditioning Promotion Plan in Community;

First, establish a full-time community promotion team;

Second, classify the real estate, evaluate the development value and determine the entry mode;

Third, the special property management office conducts public relations and strives to enter at a lower cost;

Four, the preparation work before entering the site (including materials, products, etc. );

5. Officially enter, receive and introduce products;

Sixth, hold a group purchase;

1. Establish a full-time community promotion team: The community promotion department (group) is generally composed of 2-3 people, with a minimum of 2 people and a maximum of 1 person.

Supervisors have teams, usually 2-3 people as a group, and community development is carried out in groups. Responsibilities of community promotion manager: immediate superior: general manager

Direct report: community promotion business representative. Responsibilities: Responsible for the development of real estate, the preliminary negotiation and the classification of real estate.

Evaluate and determine the occupancy mode, and be fully responsible for the real estate activities and follow-up work in the later period.

1. Training: Community extension workers have to go through a series of training before taking up their posts, and they can only take up their posts after passing the examination. Training content reference

According to the company training manual, the training courses are:

2, adjust the mentality: residential sales work is easy to suffer setbacks, if you do not help residential sales staff to adjust their mentality in time, it is very

Salespeople are easily depressed and their confidence drops, which is extremely unfavorable to their work. You can use the morning meeting time to share the achievements of some colleagues.

Successful cases and stories of successful people inspire employees, overcome difficulties and win orders.

3. Community promotion process management: keep abreast of business progress through meetings, sum up problems in work and

Give the solution and determine the next work direction. Insist on filling in the work log and work week report every day.

Second, classify the real estate, evaluate the development value, and determine the access mode: we divide the community into commercial housing, fund-raising housing, relocated households, rented housing, villa housing and so on. 1 After analyzing the buildings one by one, first evaluate whether the buildings are worth moving in, that is, whether the buildings are moving in.

Input-output ratio, input-output analysis, the following sets of data need to be clear:

1, how many people need to invest? How many days will it last?

2. What is the upfront public relations fee?

3. How about the rent? How about the cost of display materials and publicity materials? After calculation, if it is worth entering, we will decide what way to use, that is, the way with the highest input and output. At present, the ways to enter the community are:

1. Rent a facade or garage and set up a temporary sales point/exhibition area.

2. Cooperate with home improvement companies.

3, publicity: hanging banners, posters, etc. At the main entrance of the community, or on the balcony of the owner who has used my brand products,

Hang banners on windows for publicity, etc.

4. Public service advertisement: sponsor the production of floor signs, house numbers, posters and public service slogans in the elevator hall.

Help to make community public welfare billboards, bulletin boards, signs, advertising electronic clocks, community seats and community property magazines.

5. Sponsor activities held by the community, such as repossession parties, promotional activities and owners' parties held by the community developers.

Yes

6. weekend exhibition: during the weekend, the promotion team rented a venue to display the products.

(1) Different access methods are adopted for different types of real estate: for relocated households, rented real estate and other real estate will not be considered for the time being.

(B) publicity methods in different periods

1, initial stage (residential construction stage and real estate sales stage):

(1) Residential construction period: If possible, you can do some huge publicity and hang some huge (spray painting) on the building wall.

Let's go

(2) Real estate sales stage: focus on public relations between developers and sales departments, do more emotional communication, and try to get it done.

Owner's file; In addition, put promotional materials and small gifts into the sales department and let them distribute them on their behalf; If possible, put up billboards, X.

Photo frame, small display stand, put it in the sales center for publicity. Through the owner's file, you can communicate with the owner by telephone in the early stage.

Understand the initial needs of the owner and make an appointment for face-to-face communication.

2. Mid-term (the period from real estate sales to centralized decoration): it is a critical period for community promotion. For different residential areas, resolutely do not.

In the same way.

3. Later period (sporadic renovation period): Keep in touch with the owner by telephone, and those who are interested can come to the house for service.

In addition, do a good job of after-sales service

(3) How does the community repossessor/owners' association operate? If possible, the community repossessor/owners' association is a good opportunity for centralized publicity, which can be discussed with the property company.

Strive for cooperation in holding a party.

1, cut in: sponsor a certain amount of gifts, prizes, programs, get the title of the party, or show/publicize on the spot.

2. Operation: It can be jointly organized with real estate companies or managed separately.

3. Display/publicity: add brand name, sun umbrella, distribute leaflets, arrange booths and samples to the party background painting.

4. Provide programs: organize employees to perform 1-2 distinctive sketches and sitcoms, participate in them, and give them to the owners and

The property company was impressed.

Third, carry out public relations with the property management office, and strive to enter at a lower cost.

Fourth, preparation before entering the station

Bill of materials:

1, giveaways: 2. Installation guide brochure; 3, products: 4, tents or umbrellas: create an atmosphere. (The company mentioned.

For)

5. 6 photo stands, tables, chairs, X stands, kt boards, Yi Labao, movable exhibition boards and 8 product information stands. Advertisement: samples.

Exterior wall painting of plank house support and model house. (The company provides template making)

9, banners, outdoor billboards or other forms of outdoor advertising. (The company provides template making)

10, residential building signs, house numbers, posters, public service slogans, public service billboards and elevator notices.

Columns, signs, housing property magazines, etc. (The company provides template making)

Verb (abbreviation of verb) formally enter, receive and introduce products: formally enter the community to promote sales, there are three ways to choose from:

(a) Stand alone

1, venue selection: the most popular square or the only aisle in the community.

2. Website layout:

2. 1 Generally, the tent-type exhibition frame with steel structure is wind-proof, sun-proof and rain-proof, which is very firm and easy to disassemble.

At the same time, it is very eye-catching and has a good publicity effect.

2.2 Simple frameworks are mostly used for product display.

2.3 should be equipped with a unified image platform.

2.4 Sunshades are used to build momentum nearby.

3. Precautions:

3. 1 Do a good job in property relations and conduct public relations beforehand.

3.2 Obey their management.

3.3 Don't clash with the doorman. You can consult your supervisor if you have anything.

3.4 The site layout must be magnificent, shocking and attractive;

3.5. Feature films and advertisements can be broadcast live if conditions permit.

(2) Horizontal alliance, jointly settled in * * * In order to enjoy resources and save costs, we can find some related brands in other industries to cooperate and cooperate in public relations and cooperation.

Used for publicity, cooperative display and promotion, such as tiles and coatings, tiles and home appliances, tiles and furniture. , its target customer is a.

To, the sales time is basically the same, so that when promoting in the community, we can jointly enter the community and promote together.

(c) Joint entry into commercial housing with few households with home improvement companies is too costly and risky. You can choose to join some well-known decoration companies.

Join in. Use the facade rented by the decoration company to occupy a corner to place product promotional materials and samples. Discuss with the home improvement company,

Please ask the resident designer to assist in product shopping guide. Give the designer/decoration company a certain reward for each transaction.

Receiving and introducing products:

1. Employees must wear company uniforms or T-shirts, observe good business etiquette and use polite expressions.

2. Introduce products professionally and introduce products by fabe method. (fabe method: refers to the profit promotion method in marketing;

Features, advantages, benefits, evidence, very clever handling of customer concerns, especially typical interest issues.

Marketing method)

Never quarrel with the host.

Promoters should take the initiative to distribute leaflets and small gifts to passers-by and guide them to visit the exhibition site.

6. During the reception, it is actively suggested that the owner make an appointment to visit the exhibition hall and home improvement course of the headquarters.

7. Actively introduce the promotion activities and group buying schemes of this community.

8. The information sent to the owner is best packed in paper bags or plastic bags, which is "precious" so that the owner will not casually.

Discard. Information generally includes: product summary and folding, group purchase guide, promotional leaflet, notice of home improvement class, and pick-up time.

Timetable, business card of salesman, etc.

Sixth, group buying.

Group buying is collective buying, and some are called collective buying. There are two ways to buy a group. One is that influential people gather.

Purchase in kind (this method is especially suitable for the fund-raising room of the unit or the dormitory built in a unified way). "Catch the thief first, catch the king first", and do group buying first.

Stay with "opinion leaders and enthusiastic people", especially the leaders of trade unions, welfare departments and administrative departments in some units and organs, or retreat.

Retired cadres who have a certain appeal in society can use them to organize group purchases and give them according to the number of group purchases.

This is a certain return. The breakthrough of group buying is to make a model house first, and then the group buying convener will organize the owners to see the model house.

Visit, so the chances of clinching a deal will be much greater. The second is to use bbs for online recruitment. In some real estate websites, decoration materials procurement websites, or bbs of community websites.

In the name of the owner, paste some group-bought tiles, and paste them if you are interested in buying them. This is for some people who often surf the Internet.

White-collar workers who often shop online are especially effective. Group purchase price: lower than the minimum retail price, if more than 5 households are allowed.

In order to enjoy the group purchase price, the group purchase price is 9.5% off the lowest retail price. XII. Community Return Visit and Word-of-mouth Publicity According to the product pre-order list, pay a return visit to each customer one by one, verify the dosage, arrange delivery and collect payment.

Guide construction, return/replenishment and other services. Interested owners who have not been to the exhibition hall for some reasons can contact in advance and introduce them to the company.

The visit to the exhibition hall of the Ministry should focus on how many households have achieved the transaction and strive for sales success. When the owners are ready to move in, they can send text messages or call to congratulate their new house and ask about their products.

Whether the quality, service process and decoration effect are satisfactory. In the process of community promotion, we should be good at using customers who have already made a deal for word-of-mouth publicity. Encourage customers to carry out word-of-mouth publicity

Through, you can implement a promotion policy for old customers, introduce an owner to clinch a deal, and give a few percent of rewards or gifts.

Some gifts.

At the same time, for some hesitant customers, we can take them to see the decorated customers and see the effect of product decoration. In addition, the list of customers in this community should be compiled into a table, and the renovated house should be photographed as a "certificate"

According to ",showing it to other potential customers can play a good" closing "role. With the involvement of major building materials supermarkets in community promotion, community promotion has become a "new battlefield" in full swing, but at present,

Our company is the only leading company in integrated ceiling. We first set foot in community promotion because we exerted our subjective initiative to stimulate the terminal retail market.

A great opportunity. Part IV: Building Materials Ceramics into Community Activities Program * * * * Building Materials Ceramics into Community Marketing Promotion Program Theme: "Benefiting all families and providing one-stop service" (draft) Activity time: 1, activity time: 1~2 months.

2. Time node selection: weekends, holidays, community opening, community delivery, community owners exchange meeting, community activities, etc. Location: community square or open space in the community:

Activity 1: One-stop shopping saves money, worry and effort. * * The city will bring merchants such as furniture, building materials, paints and lamps to the community for publicity, so that the community can convey the owner's one-stop shopping experience. You don't have to go shopping, and merchants provide preferential on-site service. Activity 2: You take the key. During the delivery period, the owner of the community will sign in the activity area of * * * with the information of house inspection, and can participate in the lucky draw for free.

Award setting: first prize electric kettle, 2 second prize shampoos 10 third prize hand sanitizer 15.

20 toothpastes won the third and fourth prizes: giving away "oil" shopping and free shuttle bus service. During the activity, if you receive brochures from local merchants and buy them in local merchants' stores, you can get 5l barrels of cooking oil with the cashier's receipt. During the event, * * City will provide free shuttle bus service for shopping (cooking oil will be borne by the merchants). Purpose: To organize the city from three aspects: deeply promoting the company brand, narrowing the distance between the brand and mass consumption, and exploring new sales growth channels. Establish a long-term relationship network with the community management Committee and developers; The persistence of promotion will explore more channels and possible ways of cooperation, so that future market advertisements will be deeper and closer to consumer groups. Pre-preparation: 1, tent, sign-in desk and chair, X publicity display table, kt board in the sign-in table lottery, lottery box, leaflet, table tennis 30, (for the lottery, mark 1, 2, 3, 4 indicates the award level), * * city tablecloth and leaflet.

2. Collect leaflets (building materials, lamps, paints, etc.). All kinds of merchants in the city jointly entered the community for publicity.

3. Prize preparation (electric kettle, shampoo, hand sanitizer, toothpaste) Activity budget: Remarks: 1, SMS group sending fee, community property fee, community banner fee. The activity flow is determined according to the actual situation: the owner signs in → fills in the decoration intention form → participates in the lucky draw → receives the brochure → the merchant promotes the goods by himself → confirms the shopping intention → reserves the free shuttle bus → visits the shopping mall for free → purchases the goods and receives a bucket of cooking oil.

Community activity plan The activity plan for merchants to enter the community.

The building materials market in central Zhejiang joined hands with merchants to pass on the advanced decoration concept of "buy furniture and send building materials" to thousands of people in Qian Qian, Jinhua City.

Through the promotion activities in the community, residents put in home improvement such as "partial decoration", "full service of eight housekeepers" and "zero-profit home improvement"

Commercial projects are presented to Jinhua citizens. Through the community promotion plan, stimulate the purchase desire of target customers and increase the transaction.

The purpose is to strengthen the advertising of the building materials market in central Zhejiang.

The purpose of the residential promotion plan is to build a sales platform through publicity activities, so that the public can know more about the building materials market in central Zhejiang, thus improving market visibility.

Reputation and competitiveness increase the transaction probability of internal merchants in the building materials market in central Zhejiang.

Theme and scope of the second phase of the community promotion plan

2. 1 theme: build an honest market and repay the society sincerely.

2.2 Scope: Mainly concentrated in some newly-built buildings and newly-delivered buildings.

Preliminary preparation of three community promotion plans

3. 1 unit selection principle

Mainly in new residential areas, middle and high-grade residential areas; Give priority to with some new buildings and newly delivered buildings.

3.2 Community access mode

Enter the community in the form of service, consultation, product display and after-sales maintenance.

3.3 community publicity time and place

3.3. 1 publicity schedule: a community is basically one week. According to the requirements of merchants and the actual situation of the community,

You can arrange 7-20 days of publicity time.

3.3.2 Selection of publicity location: the square or open space of the community, close to the main entrance of the community, where people are required to be concentrated and convenient for pedestrians to stop.

A place to stay or rest.

3.4 Pre-publicity materials preparation

3.4. 1 x booth and kt board: The contents mainly include product image and corporate image logo, as well as promotional activities and services.

Content, etc

3.4.2 Publicity materials: the size of the wall newspaper is 60㎝*80㎝, and a certain community is 15-30, etc. The main content of the poster

For: market logo, related brand products, promotional activities, service content, etc.

3.4.3 Banner, page 5-8. Banner content: "Zhezhong building materials market joins hands with top building materials brands at home and abroad to serve the community."

Move it. "

3.5 Pre-publicity advertisements should be posted in elevators, billboards and other places where the flow of people in residential areas is concentrated.

Fourth, the community promotion plan

4. 1 activity time

It will be arranged at 9: 00 am-12: 00 am-16: 00 am on Saturday and Sunday.

4.2 Distribution method

Enter in the form of stalls

4.3 The types of merchants (manufacturers) stationed are tiles and paints, bathroom and lighting, hardware and furniture, floors and cabinets. , and select related industries or supporting facilities.

Industry, shall not choose two competitive manufacturers to engage in activities together.

4.4 Materials to be prepared for community activities

4.4. 1 exhibition frame: simple exhibition frame is the main one, which is convenient for transportation and disassembly.

4.4.2 Products: Choose the appropriate product mix according to the grade of the community.

4.4.3 Tents and umbrellas: unify the ci image of the printing enterprise and deliver it to the community before the direct selling activities in the community begin.

Move the scene, increase the visibility of enterprises and products, enhance brand image and create an atmosphere.

4.4.4 Image tables, chairs and tables: carry a number of portable and standard image tables, chairs and tables.

4.4.5 Television, computer and vcd: attract people with sound; Computer website design can actively interact with owners.

4.4.6 Publicity materials: large picture books, honorary certificates, test reports, engineering cases, sales records, etc.

4.4.7 Small gifts: presented to the owner (such as umbrellas, mineral water, handbags, paper towels, balloons, etc.). ).

4.4.8 x-frame and kt board: The contents mainly include product image and corporate image identification, as well as promotional activities and services.

Rong et al.

4.4.9 community leaflets. The shopping guide or temporary shopping guide is mainly at the entrance of the community and the aisle intersection with large traffic.

Distribute a large number of publicity materials and dm leaflets to consumers on major roads and community activities, and directly convey information to consumers.

Complete, so the dm leaflet page includes company introduction and company concept. , and print the product model, specifications, renderings and Jane appropriately.

Interface. In addition, increase the after-sales service commitment and after-sales service contact telephone number to avoid the worries of consumers.

4.5 Reception and product introduction

4.5. 1 The staff must dress appropriately, observe good business etiquette and use polite language.

4.5.2 Introduce products professionally to stimulate consumers' desire to buy.

4.5.3 Avoid unpleasant things and don't quarrel with consumers, especially in after-sales service, which is what shopping guides should do.

Explain clearly, don't mislead consumers, and keep in mind the belief that "customers are always right". Visit at 8 o'clock.

4.5.6 Actively introduce the promotion activities and group purchase schemes of this community.

4.5.7 The information sent to the owner should be packed in paper bags or plastic bags, which is very precious and the owner will not casually.

Discard. Information generally includes: product summary and folding, group purchase guide, promotional leaflet, pick-up and drop-off schedule and salesman.

Business cards, etc.

4.6 The service items and contents of merchants can directly promote sales; Receive and introduce activities and products; Carry out after-sales service and free maintenance service of related products.

Wait, the important scenes are recorded in the file.

Five, the community promotion plan organization

5. 1 Organizer:

5.2 Co-organizer: market merchants

5.3 The event manager is responsible for:

5.4 Specific executor:

Cost budget of intransitive verbs

Property management fee RMB/day (paid by the merchant, to be determined) Small gift fee specific to be determined Poster page fee specific to be determined Other residential property management requirements specific to be determined.

Seven, maintaining community promotion activities focuses on telemarketing. Many owners don't know much about products and have a strong herd mentality, so they can use the community first.

We should take the customers we buy in the future as examples, put all the users who have used this brand in kind, make realistic photos, and make great efforts to new customers.

Promotion (specifically implemented by the merchants according to the actual situation).