Marketing: coating promotion - effective marketing of community

Core tip: paint enterprise community promotion, do you do real estate analysis? Xiaobian learned that many coating enterprises are talking about active marketing, and community promotion is the core of active marketing However, the low decoration rate of the real estate, difficult to enter, difficult to see the owners and other issues have become the dilemma that the community promotion has to face I've been in charge of marketing in a paint company for more than 5 years I have some feelings about the promotion in the community The first step to success of a promotion activity in the community is the property analysis The value of the property is not worth scanning If there is centralized decoration, it must be refined first Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: paint enterprise community promotion, do you do real estate analysis? Small editor learned that many paint enterprises are talking about active marketing, community promotion is the most core work of active marketing However, the low decoration rate of the real estate, difficult to enter, difficult to see the owners and other issues have become the dilemma that the community promotion has to face I have been responsible for more than 5 years of marketing work in a coating enterprise I have some feelings about the promotion in the community The first step for the success of a promotion activity in the community is to make a real estate analysis The value of the real estate is not worth scanning Whether there is a centralized decoration is the information that must be obtained accurately first, otherwise I will rush to the community and get half the result with twice the effort How can I get the information about whether the community is centrally decorated? Run to the property to ask, OK, OK! But I'm afraid the data is not so accurate Some properties will lie in order to earn the promotion fee of the business community Facts speak louder than words I use a poem to summarize the method of judging the decoration rate of the community The first simple summary of the community is a sentence: one listen, two look and three inquire First listen: the electric saw smashes the wall and makes the sky ring Second, look at the balcony and light of the community, the garbage on the ground is piled up in baskets, the electricity meter and water meter are busy, the cat's eye needs to be looked at carefully, and the decoration permit is pasted on the wall Third, ask about the help of the community's security guard, the strong information of the hardware store, and finally ask your peers Listen to: the electric saw smashes the wall to shake the sky Walk around the community first I hear the sound of smashing the wall and electric saw everywhere It shows that the community is in centralized decoration If it is quiet around, the promotion value of the community is not great Second look: the balcony and light in the community If the balcony is completely sealed and the air conditioner is hung out on the outer wall, it means that the house has been installed You are going to harass others At night, if you look at the lights in the houses of the community, whether they are decorative or incandescent or energy-saving, you can go for a run if they are mainly incandescent or energy-saving The garbage on the ground is full of baskets, and there will be decoration garbage inevitably Look at the area and there is no place for decoration garbage If there is yellow sand cement in the area, the plate waste more indicates that the area is in centralized decoration The ammeter and water meter are busy I was just looking outdoors Now I go into a building to have a look First, I look from the basement or the first floor The description of the meter's flying is centralized decoration If the meter and water meter don't move, it means that people haven't started yet The meter and water meter are basically stable, which means that people live in The cat's eye also needs to be seen carefully Many owners will change the door when they move in If they don't change the door, they will change the cat's eye Some developers have no cat's eye on the anti-theft door, so we can see the doorway from the cat's eye When I was sweeping a building in Weihai, Shandong Province, I met such a community The decoration permit must be pasted outside the door of the decorator Such a building only needs to run from top to bottom to know how many households are decorating this unit Three inquiries: the security guard of the community helps a lot The security information is more accurate than the property manager's information Who is in the stage of home decoration? Recently, they have sent tiles or installed lights He has a clean door, so he can do a good job with the security guard and collect a lot of useful information Hardware stores have strong information The hardware stores in the community sell waterproof, glass glue and other products early They also have a good understanding of the decoration of each household As long as you go to such stores to buy cigarettes and chat with the boss, the decoration of the community is also touched Finally, you can ask your peers, there are not only one brand in the residential area, but also many kinds of brands in the residential area, and even more people are sweeping than the owners So you can ask people who entered the early stage of promotion, such as those who sell solar energy, who also hold a lot of owners' information Even those who sell boxed rice at the entrance of the residential area know how many households are decorated and how many are decorated More decorators, more decorators, she came to sell boxed rice In fact, we have learned that many people know that community promotion is very important, but it's very difficult to do it Don't go wrong in the first step Only when accurate promotion makes accurate judgment on the real estate, can we get twice the result with half the effort There will be fierce market competition where there is demand for effective methods of community promotion Real marketing experts can deliver products to customers as soon as possible in front of competitors, and can obtain customer satisfaction and word-of-mouth communication At the same time, with the development of marketing channel diversification to specialization, the channel segmentation around consumers is becoming more and more obvious It has become a starting point of competition for major enterprises to spread products in front of consumers Therefore, the promotion of the community appears in the strategic planning of the coating enterprises The so-called community promotion, simply speaking, is a series of planning, publicity and promotion activities for new commercial and residential buildings All the ways and means that are conducive to attracting the attention of community owners, improving the brand image and achieving purchase behavior can be included in the scope of community promotion As the saying goes, "line 100, half 90" When we continue to optimize the channel and terminal strategy, the whole value chain is one kilometer away from the last link That is to say, the system effectively delivers goods, and the promotion of the community is one of the effective means to achieve this effect The community is the closest to our target customer base The community activities have realized face-to-face communication with consumers, which can create more and earlier opportunities for direct contact between brands and consumers Now is the marketing era of fast fish and slow fish Whoever can grab the minds of consumers first will win more market share As a form of channel extension, community promotion carries important sales functions as monopoly stores, professional markets, supermarkets and other stores In the case of limited distribution of exclusive stores, community promotion can undoubtedly make customers more convenient and in-depth understanding of products, so as to promote the direct purchase of intended customers In the long run, community promotion can also simplify the intermediate links, reduce the intermediate costs, and leave the actual benefits to consumers, which is a long-term thinking direction of brand management in building materials and home furnishing industry However, community promotion is often metaphysically understood as the release of community advertising, which only becomes an auxiliary form of promotion means before promotion, and is a random "wartime behavior" With the end of the "war", community promotion also exits the stage, and stores continue to perform "monologue play" This kind of understanding and positioning of community promotion is very one-sided Community promotion should serve the daily sales of stores, but at the same time, it is an independent operation mode and competition mode Community promotion is not only a kind of "wartime behavior", but also a kind of daily promotion behavior It includes not only the release of single advertising information (such as print advertising or single page publicity), but also the sales and idea guiding behaviors such as community group buying and home decoration class; It can not only be a man sweep global brand network building type single soldier operation, but also an integrated operation of the large Corps Community promotion should be a combination of all marketing methods which take the community as the position and help to gather "customers" for the stores This involves how, when and by whom The author will combine these several big problems to analyze the essentials of community promotion one by one To run everything healthily and stably, we must first have a scientific plan About the process, the planning of core content, and so on In many planning, the process planning is the most critical Starting from the process, we can completely decompose the links of implementing the target things, which can avoid the omission of important links The same is true for community promotion Only by establishing a scientific promotion process can the operation be easier and more efficient Key words: coating promotion coating marketing community marketing coating industry quality where? Jinling coating won the title of "2013 advanced quality enterprise" in Yangzhou in the face of market supervision loopholes? The promotion methods that can not be missed by coating enterprises Libon automobile repair paint waterborne coating promotion meeting was held in Shenzhen How long is the way to promote the global waterborne coating? Why is the promotion of Waterborne Wood Coatings "marketable or not"? Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,