1. Buyers of new houses. It is a traditional custom in China that new houses should be equipped with new furniture.
2. Newly married couples. Many newlyweds are still the main purchasing power.
3. Consumers who want to change furniture styles because the furniture styles are too old.
Publicity is the first step to increase furniture sales, and it is also a very important step. After doing a good job of publicity, it will attract enough popularity and the arrival of potential customers, and also lay a good foundation for the next consumer purchase.
Defining the target audience and narrowing the scope as much as possible can not only reduce the cost of publicity, but also improve the efficiency and accuracy of advertising. You don't want to spend too much on advertising, so first of all, reject TV advertisements that need to spend too much and have a very large audience. Combined with the target audience and product characteristics, it is recommended to use leaflets and posters as the main publicity methods, and if your economic conditions permit, you can also use radio.
There are the following points to pay attention to when promoting:
1. When promoting, we must first make clear the product positioning, European brands and mid-to-high-end products, so don't cut prices lightly, self-harm, and never fight price wars unless absolutely necessary. The slogan I recommend is "? Furniture, create high-quality life ",positioning is to pursue high-quality life of high-income people. "What kind of advanced imported wood is used as raw material, what kind of style design, what is the difference between products and brand status? It's better to be clear, and we must highlight the differences of products.
2. Make flyers. The production of leaflets needs a lot of money, so we must not rush it. You need to show the most beautiful side of this European furniture through the leaflet, and all kinds of exquisite furniture styles should be on the leaflet as far as possible. It is necessary to fully arouse consumers' curiosity and desire to buy through this leaflet, so that consumers can't help but see what the furniture on this leaflet looks like. Of course, this may be a bit exaggerated, but try to show the strength of the store through this leaflet.
3. Personally, I think that the distribution places of leaflets are exquisite, and I suggest covering these places:
Real estate sales centers, marriage registration offices, wedding companies, and crowded places within a kilometer radius of your shopping mall.
4. Seek cooperation. It is suggested that the partners are real estate developers and wedding companies, and they can negotiate to establish a preliminary cooperation agreement, recommend customers to each other, or exchange customer information, because a large part of their customers are the same. You can even dispense with distributing leaflets in front of you, and these collaborators will distribute them for you. After all, people who hand out flyers can't be here every day.
Second, show all the best-looking furniture, and don't put the best styles in the warehouse.
Face-to-face marketing is the most important link, which is related to the success or failure of the transaction. Because the product is a high-end product, unless consumers deliberately struggle on the price, don't struggle too much on the price. If customers show certain interest in products, sales staff should focus on introducing product features and brand connotation, let consumers know the brand with scientific data and brilliant experience of the brand, and eliminate consumers' doubts and hesitation in buying. After all, furniture is a bulk item, which needs careful investigation and careful consideration, especially for a strange brand, it will inevitably lead to distrust. One of the important tasks of sales staff is to make customers feel trust by introducing products and brands. In addition, when introducing to customers, we should emphasize the differences of products. You are different from other people's furniture. Customers only buy yours, not just because of the price.
Experiential marketing, as its name implies, is to create more opportunities for consumers to experience and get real and unique feelings from the perspective of the target audience. As mentioned earlier, it is not enough to put the most exquisite furniture in the most conspicuous position. Consumers need enough contact and enough attempts. Never say stupid things like "don't buy or touch", and don't brag.
Consumers' enthusiasm for buying. Many people go shopping and buy things they like, especially women, often believe that they have experienced it, so don't "keep your life as it is".
The attitude towards customers must be good, especially after-sales service. As a new brand, the early stage is the key stage of word-of-mouth formation. If a customer is dissatisfied, the negative effect he brings may be that you lose at least ten customers. Such activities can be carried out to let existing customers introduce new customers. If the client introduced is successful, you can give the client who introduced him a gift.
I believe that as long as we take it seriously, we will definitely open up sales and make a good start. I wish you a wealth of money!
Chapter II: Furniture Marketing Plan (1 1 18)
First of all, the analysis of the furniture industry has stopped in two parts. Firstly, the analysis of communication status is established. This part of the industry analysis is mainly based on the establishment and effective implementation of the brand, which stops reasonable inference and careful market adjustment, and expresses a series of work that the furniture industry will stop in communication in the future.
The second is based on the analysis of the whole furniture industry. This part is based on the analysis of the problems existing in the furniture industry and the local market adjustment stopped by consumers, and then makes a judgment. Based on this judgment, the marketing planning work stopped.
After analyzing the furniture industry, we should stop thinking rationally about the advantages and opportunities of the matrix blueprint, and then try to deal with it.
In the brand planning of the blueprint, we stop thinking about various elements of the brand and deal with the uncertain factors in the process of brand development and the problems that need to be paid attention to and dealt with in the process of brand establishment.
In the marketing strategy and marketing strategy of architectural blueprint furniture, the establishment of personalized products and customized marketing system is emphasized, and the implementation steps are expounded. Secondly, the importance and implementation steps of establishing pre-sales and after-sales service system are stopped, and the general implementation rules are stopped.
In terms of product strategy, strengthening the product structure adjustment of blueprint furniture and shifting the focus to personalized furniture are the key parts in this link. The design and service are no longer clear, and the rational discussion and treatment methods have stopped.
Implementation strategy and advertising strategy are the basis of enterprise implementation. Therefore, we believe that an effective implementation step and advertising combination will be more conducive to establishing a blueprint brand and establishing a high degree of unity with consumers.
In the promotion strategy, we should stop the long-term promotion strategy and short-term promotion strategy, take the long-term promotion strategy as the main line, take the requirements of the whole marketing strategy as the purpose, establish a unified corporate image and promote sales, and stop the short-term promotion strategy to ensure the rapid development of enterprises.
In the channel strategy, the circulation of products and the development planning of dealers were stopped, and the dealer service team was established. In cooperation with dealers, we focus on their interests and increase the loyalty of dealers and enterprises. Stop establishing direct sales or other sales channels for furniture sales, and hope to establish circulating furniture sales and distribution channels through the explanation of existing resources and resources that can be developed and applied.
At the same time, the establishment of price system and pricing norms are the top priority of enterprises, and non-market pricing strategies will seriously affect the image and sales of enterprises. Therefore, in this link, its pricing policy will emphasize that the pricing system will stop setting around that center of gravity in order to get rid of the market.
Terminal execution is the ultimate appeal of every strategy. Therefore, in this process, effectively dealing with terminal problems is the focus and ultimate requirement of the whole marketing planning. In this regard, the discussion of several aspects and the planning of treatment plan are stopped in the plan, so as to effectively unify and match with the whole plan.
Regarding the implementation of the exhibition plan, the layout was also stopped in the planning. The participation strategy will cooperate with the overall strategy to create a warm home life scene, which is also part of attracting consumers and dealers. Create exhibition hotspots, attract media attention, abandon the traditional idea of winning by image and increase the highlights of the exhibition.
In the overall planning, the most important thing is implementation. The quality of implementation is directly related to the unity of strategy and the final effect. Therefore, the marketing department's grasp of the strategy will be related to the ultimate success or failure.
Part III: Furniture Sales Plan (5 15 words)
It conforms to the characteristics of furniture sales organizations.
The furniture sales plan made by furniture enterprises must conform to the development status of enterprises, and the abstract furniture sales plan is meaningless to the actual furniture sales activities. Even more deadly, if the furniture sales organization and the furniture sales staff think that the furniture sales plan of the enterprise is impossible to realize, then the furniture sales organization will lose its direction in a certain period of time.
Fully participate in the preparation of the plan
The furniture sales plans of many furniture sales organizations are made by the furniture sales manager alone, without the participation and support of relevant departments and grass-roots furniture sales personnel, which makes the plans lack practical information and creative suggestions of a large number of furniture sales personnel, and become the plans of the furniture sales manager himself rather than the plans of the whole furniture sales organization. This plan has no basis for implementation, and it is certainly not feasible.
Keep a certain elasticity.
In the process of implementing the plan, if the plan is unrealistic or flawed, it should be strictly implemented and cannot be easily changed or abolished. This is the binding force of the furniture sales plan.
However, the plan can't be decided. When the enterprise will suffer serious losses or cannot carry out the original plan at all, it should make appropriate adjustments after weighing the advantages and disadvantages to maintain the flexibility of the plan. The market is changing rapidly, competitors are constantly adjusting their strategies and tactics, and the marketing environment of enterprises is constantly changing, which requires the sales manager to adjust the sales plan according to these changes to ensure the actual value of the sales plan. Of course, this requires the sales manager to have the spirit of criticism and self-criticism.