The competition in the cabinet industry is becoming increasingly fierce. The cabinet companies are relying on frequent promotions of large and small festivals, ultra-low price wars, group purchase discounts, home stores and well-known cabinet brand channels are sinking. brand. Among many activities, large-scale opening activities are particularly important. The opening and promotion activities of the cabinet industry are a means to drive sales and increase brand awareness and value.
There are two main criteria for the success of large-scale events: visibility and sales. The popularity is composed of the height of brand value, the influence of brand culture and the depth of brand influence. According to the analysis of effective data reports, a company's brand awareness and its ace after-sales can effectively increase the company's local sales. Even large-scale event days such as May 1 and 11 can repel opponents without effort. Today, using data to measure "famousness" in the cabinet industry has undoubtedly become an important indicator of industrialization.
Before holding large-scale events, cabinet companies will choose to carry out special festivals, a certain market and the scale of people flow, and the preliminary preparation work may be divided into the following four points:
Preparation 1: Market research
Speaking of market research, this is also the most important part of marketing, and strategies should be selected according to specific circumstances. Many times, the operation time of large-scale activities is still limited, so a lot of data is collected during the entire activity.
As a trader, you must be familiar with this market from the beginning, including the situation of new residential areas, the decoration of a large number of owners, local consumption habits and structure, the social structure of the owners, the situation of competitors, the development of local stores, etc .; of course, also You need to understand the information receiving methods used by the owners, the effectiveness of the advertisements, and the best time for advertising. Event planners should plan the blueprint for this event at the stage of market research and estimate the general effect after the event is executed.
Preparation 2: Product preparation and advertising
The preparation of the plan is followed by product preparation and delivery, which is directly related to the effect of the activity. Traders with experience and resources can grasp the preparation and launch time of advertising products, and effectively discuss activities with advertising companies.
Preparation 3: Event planning and marketing staff training
To hold a large-scale event, it is necessary to mobilize a lot of manpower and material resources in a short period of time, and concentrate these resources to the extreme. This requires the entire team to have consistent goals, consistent actions, and strict execution. First of all, the person in charge of general planning should personally lead important members to conduct market research, and organize members to actively propose program development, so that they can understand the information that each member understands and collects, and also allow members to exert their talents in the event and achieve a common vision.
Different job types are arranged according to the personality characteristics and work skills of employees. Secondly, during the whole activity, we must continue to train and communicate with each member to solve the content of team cooperation, incentives, process management, problem solving, etc., so that all members of the team can clearly understand the current situation of the project and sort out the team And individual thoughts to achieve a multiplier effect.
Preparation 4: The person in charge of event planning for large-scale events is the key
All successes and losses in the event have a great relationship with it. The person in charge of large-scale activities in the cabinet industry needs to have many aspects of knowledge and skills, such as product knowledge, administration, marketing, manpower, performance, finance, logistics, advertising, public relations, business negotiation, etc. The person in charge of the event planning also needs great work initiative and mental endurance. From the beginning, he must maintain confidence and use his own experience and skills to process the collected information and make correct responses and judgments.
An event is a complete success, the content of the event is only a small part of the influencing factors, how to plan and execute is the deepest influencing factor. Simple supervision and management with personality charm can no longer meet the needs of large-scale activities. The cabinet business should start from the consumer's perspective and seize every opportunity to continuously improve the brand value.
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