How do smart lock dealers do a good community experience promotion?

HC Security Network News

In recent years, the smart lock market has entered the fast lane of development. Not only is the industry extremely hot, but it has also gradually gained recognition from users in the market, and sales have increased year by year.

All of this is inseparable from dealers and agents who are on the front line of the market. Most of the dealers and agents in the process of sales, the most used way is the community experience-style promotion.

But it is also a community promotion, some dealers have earned a lot of money, and some dealers have ended in failure. So why do others do well and they can’t sell? How to do a good community promotion?

Pre-research is essential

Many dealers saw that others were doing community promotion, but they failed. Why did it fail? In many cases, it is because they did not choose the right community, that is, they did not do the preliminary research.

So what should I investigate in the early stage? We must first understand the status quo, that is, in the eyes of users, smart locks are high-end products (although lockers do not think so, but users think so), only the rich will use them. Therefore, it is important to choose the right community.

Therefore, the content to be investigated before the promotion of the community includes the location of the real estate, the population of the community, the consumption level and capacity of the owner, the occupancy rate of the community, and so on.

Generally speaking, the success rate of high-end residential areas and villas is relatively high. And how to judge the grade of the community? First of all, who is developing the community, generally the relatively high-end projects developed by the top 50 real estates such as Country Garden, Vanke, Wanda and China Resources;

Secondly, look at how many luxury cars and sports cars are parked in the community. The more cars and sports cars are parked, the more people there are, and the higher the turnover rate of community promotion.

To deliver accurate ads

At the same time as the selection of the community, necessary and accurate advertising is essential. Why do you want to advertise? Because at present, users still do not form a concept for smart lock products and related brands. To let users buy accounts, users must first understand and understand themselves.

However, the advertisement cannot be placed casually, the value of the advertising fee is spent, and the effect is to be seen. Therefore, it is important to choose a distribution channel and platform.

So, which channels and platforms have better advertising results? The author believes that these main aspects can be mainly:

First, the previous research considered that there are more purchasing powers. There are two places in the community to vote, one is the elevator advertisement in the community, which is the highest place in the community, and one is the billboard in all corners of the community;

Second, the local is more influential and well-known new media. In the new media era, many people read news mostly from new media. This kind of media has a wide audience, and local self-media advertising fees are not very high, and basically cover more than 50% of the local population.

Third, the local traditional media. For example, local daily newspapers, TV stations, radio stations, evening newspapers, morning newspapers, etc., such media say that the audience has become less and less, but still valuable. At the same time, local shopping malls LED, highway billboards, wall advertising, etc. are also good choices.

Of course, for dealers without strength, it is impossible to invest too much advertising costs. If you can win the support of the manufacturer, it is a good thing.

If you are alone, you can invest more ads. If you don’t have the strength, you should at least invest some targeted advertisements in the community. For example, in the first few days of the event, you will send a leaflet to the community. , put a few X display racks and so on.

Design product and price combination plan

In addition to the quality of the product, the user is most concerned about the price of the product. Therefore, the pricing of smart locks is also extremely important, at least in terms of price to make users feel value for money, this does not support winning users at low prices.

But many times, if you only sell locks to sell locks, it is not very attractive to users. Although in the industry's view, smart locks should be rigid, but not necessarily in the eyes of users.

Therefore, in addition to the main security, convenience, and intelligence, smart locks should extend smart locks to the smart home field. Therefore, the price should be divided into several grades, such as:

1999 yuan is a single lock; 2199 yuan to send a smart cat eye or a home smart camera; 2399 yuan to send smart cat eyes and smart camera; trade-in, use the original mechanical lock to offset part of the purchase lock; free trial for one month; or installment payment ...set multiple choices for the user.

Of course, specific price combinations and specific solutions require more design.

Select the time for community promotion

Many dealers did not promote the success, many of the reasons are not the right time. For example, in the hot summer afternoon, in the cold winter days, etc., in this case, people are lazy to get the door, how can it be successful?

So, how do you choose the time?

First, choose the gold nine silver ten. The season of autumn harvest in September and October is the harvest season of agriculture. According to the psychology of people’s income and expenditure, they are driven by moods in terms of consumption and investment expenses. In the autumn and winter seasons, especially when the two seasons are handed over, the family Consumption has increased significantly, and it is also the peak period of renovation;

Second, five, one, ten, one, the Dragon Boat Festival or the weekend, such as holidays, because of the flow of people on holidays;

Third, cooperate with the “6·18, double eleven” e-commerce shopping festival, and do the corresponding promotion and preferential activities under the line;

Fourth, the election will be held during the period of the developer's handover ceremony and the owner's check-in ceremony.

Conclusion: Finally, no matter whether the promotion of the community is successful or not, even if you only sell a smart lock, you should do regular return visits. The purpose of the return visit is not only to do after-sales, but also to see if the relatives and friends around the owner who has installed the smart lock are also interested in the smart lock, and then push the boat to sell the smart lock.

Editor in charge: Zhang Zequn

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