With the development of economy, the consumption of building materials has become more and more common. Making a good plan for building materials marketing can better achieve the sales target. The following is the "Marketing Plan of Home Building Materials" compiled by me for everyone, for reference only, and you are welcome to read it. Marketing plan of home building materials (I)

I. Purpose of the activity

Explain the current market situation and the purpose of the activity. What is the current market situation? What is the purpose of this activity? Is it dealing with inventory? Is it to increase sales? Is it to crack down on competitors? Is it a new product? Or enhance brand awareness and reputation? Only when the purpose is clear can the activity be targeted.

second, the target audience

is the activity aimed at everyone in the target market or a specific group? What is the scope of activity control? Who are the main targets of the promotion? Who are the secondary targets of promotion? Whether these choices are correct or not will directly affect the final effect of promotion.

III. Theme of the event

In this part, we mainly solve two problems:

1. Determine the theme of the event.

2. Theme of packaging activities.

reduce the price? Price discount? Gifts? Lucky draw? Gift certificate? Service promotion? Demonstration promotion? Consumer credit? Or other promotional tools? What kind of promotional tools and themes to choose should take into account the objectives, competitive conditions and environment of the activity and the budget and distribution of promotional expenses.

after determining the theme, we should try our best to "pull the tiger skin as a banner" artistically, dilute the commercial purpose of the promotion, and make the activity closer to the consumers and more impress them.

this part is the core part of the promotion plan, and we should strive for innovation to make the activity shocking and exclusive.

IV. Activity Mode

This part mainly expounds the specific ways to carry out activities. There are two key issues to be considered:

1. Determine partners: Do you want the government to back you up, or do you want to sell your own "dog meat" with the media's "sheep head"? Is the manufacturer acting alone or jointly with the distributor? Or joint promotion with other manufacturers? Cooperation with the government or the media will help to take advantage of the situation and create momentum; Combine with dealers or other manufacturers to integrate resources and reduce costs and risks.

2. Determine the degree of stimulation: In order to make the promotion successful, it is necessary to make the activity stimulating and stimulate the target audience to participate. The higher the degree of stimulation, the greater the reaction to promote sales. But this kind of stimulus also has marginal effect. Therefore, it is necessary to analyze and summarize the promotion practice, and determine the appropriate degree of stimulation and the corresponding cost input in combination with the objective market environment.

V. Time and place of activities

Choosing the right time and place of promotional activities will get twice the result with half the effort, while choosing it improperly will be thankless. Try to let consumers have free time to participate, and make the location convenient for consumers, and communicate with urban management, industry and commerce departments in advance. Not only the timing and place of launching the promotion campaign is very important, but also how long it will last and the effect will be the best. If the duration is too short, repeated purchases will not be realized within this time, and many benefits that should be obtained will not be realized; If it lasts too long, it will cause high cost and the market will not be hot, and it will reduce the value of customers.

VI. Advertising cooperation mode

A successful promotion activity needs all-round advertising cooperation. What kind of advertising creativity and expression methods do you choose? What kind of media hype do you choose? These all mean different audience arrival rate and cost input.

VII. Pre-preparation

The pre-preparation is divided into three parts: 1. Personnel arrangement; 2. Material preparation; 3. Test scheme.

in terms of personnel arrangement, "everyone has something to do, and everyone is in charge of everything", with no gaps or intersections. Who is responsible for communication with the government and the media? Who is in charge of copywriting? Who is in charge of site management? Who is responsible for the distribution of gifts? Who is responsible for customer complaints? Every link should be considered clearly, or you will get into trouble when you get cold feet and lose sight of one thing and lose sight of another.

in terms of material preparation, everything from vehicles to screws should be listed, and then counted according to the list to ensure foolproof, otherwise it will inevitably lead to a hectic scene.

More importantly, because the activity plan is determined on the basis of experience, it is necessary to carry out necessary experiments to judge whether the selection of promotion tools is correct, whether the degree of stimulation is appropriate and whether the existing channels are ideal. The test method can be to ask consumers, fill in a questionnaire or try out a scheme in a specific area.

VIII. Mid-term operation

Mid-term operation is mainly about activity discipline and field control. Discipline is the guarantee of combat effectiveness and the prerequisite for the perfect implementation of the plan. In the plan, detailed regulations should be made on all aspects of discipline of the participants. On-site control is mainly to arrange all links clearly, so as to be busy and orderly. At the same time, in the process of implementing the plan, the scope, intensity, amount and focus of promotion should be adjusted in time to maintain the control of the promotion plan.

IX. Post-extension

Post-extension is mainly a matter of media publicity. How will the event be followed up in which media? Melatonin is a master in this respect, and even a less successful promotion will be fired in the media with unprecedented pomp.

X. Cost Budget

The cost input and output of promotional activities should be budgeted. At that time, the reason why the "Sunshine Action Plan B" of Aiduo VCD ended in failure was that there was no budget in terms of expenses. It was not until after the event that it was discovered that the planning company had no financial support at all. A good idea is not enough for a good promotion.

Xi. Accident prevention

Every activity may have some accidents. For example, the intervention of government departments, consumer complaints, and even the sudden change of weather make it impossible to continue outdoor promotion activities. Necessary human, material and financial preparations must be made for all possible accidents.

12. effect prediction

predict what effect this activity will achieve, so as to compare it with the actual situation after the activity, and summarize the successes and failures from the aspects of stimulation degree, promotion opportunity and promotion media. Marketing plan of home building materials (II)

With the gradual change of lifestyle, the way customers buy building materials products is also changing: in addition to buying building materials in the traditional booth building materials market, they also have other choices, such as building materials supermarket, designer's recommendation (in the material exhibition hall of decoration company), temporary stores in the community, Internet and so on. It is an irreversible fact that customers choose to be diversified and their customers are diverted. Community promotion is a powerful weapon for refined marketing and winning consumers at the terminal. The following are the steps of how to carry out community promotion:

1. Establish a community promotion team

Set up a community promotion department, appoint a manager to be responsible for the daily management of the promotion salesmen, conduct a dynamic survey of the real estate in the whole city, and launch the preliminary public relations activities. Responsible for all matters that cannot be handled by community promoters, such as entertainment, gift giving and dealing with unreasonable demands of community managers. Choosing the right department manager is of great significance to the smooth development of the work, and the key is how the manager can do a good job in team building. The staff for the promotion of a single community is fixed with 1-2 people, and the performance management system is implemented.

1. Recruitment: The requirements for community promotion and sales personnel are: hard-working and perseverance. Recruit some vocational high school students, secondary school students and junior college students who have done property management experience. Undergraduate students generally don't need it. It is appropriate to have work experience for six months to one year. Moreover, the previous work is similar to the current on-site work intensity in the community, with certain interpersonal skills and good moral character.

2. Training: In terms of training, first understand the product knowledge, performance, company strength and service, and establish confidence in the company and its products with preconceptions. The company's products are good and the service is thoughtful. Instill the company's ideas and marketing skills in time during the operation, and correct the improper behaviors, thoughts and processes during the operation, so as to enhance their sense of attachment to the company. Hold a discussion for the employees who did well last month, let the employees with outstanding achievements teach their experiences, and deliberately arrange for the underachievers who did not do well to ask questions and consult. More exchange summary meetings will help boost morale.

3. Cheer up: Community promoters are prone to setbacks in their community sales work. If they don't help the community sales staff to adjust their mentality in time, it will easily make the salesmen depressed and their confidence decline, which is extremely unfavorable to their work. You can use the morning meeting time to share some colleagues' successful cases: strengthening team building, such as encouraging employees more than criticizing, meeting politely, caring little by little, and group activities. Through these means, encourage the morale of community extension personnel.

4. Incentive: Performance can best prove the ability of business personnel, and formulating a performance appraisal management system acceptable to both parties is conducive to the continuous improvement of performance. Performance management should be based on guaranteed commission, more work and more pay, implement various forms of filing system, enhance the confidence of community promotion personnel, and invisibly encourage community promotion business personnel to spare no effort in their work style, so as to achieve substantial results in community promotion.

2. Conduct a general survey of residential areas, establish property files and make a property distribution map

Conduct a comprehensive survey of residential areas and properties in this area, and find out the location, price, apartment type, number of households, supporting facilities, development companies, property companies, opening date, estimated decoration date, decoration companies, competitors' entry, etc., and establish property files, and then mark the property names on the map.

Third, classify the real estate

We divide the community into five types: commercial housing, fund-raising housing, relocated households, rented housing and villa housing.

1. fund-raising house.

characteristics: the owners are familiar with each other, and the renovation time is concentrated, so there is a situation of comparing with each other. Information is easy to spread and establish word of mouth. Most of them are buildings built by large state-owned enterprises, banks, schools, hospitals and governments.

2. Commercial housing.

characteristics: the decoration takes a long time, the decoration grade is high and scattered, the relationship between landlords is relatively closed, and the home improvement company is trusted.

3. Relocated households and leased buildings.

characteristics: the decoration time is short, the economic level is uneven, the decoration requirements are generally not high, and most of them are double-package and convenient.

4. Villa.

features: the decoration budget is high, and most of them are designed and constructed by home improvement companies, with scattered distribution, long decoration time and pursuit of grade and effect.

classify the real estate information at hand and distinguish it with different colors on the real estate distribution map.

IV. Assess the development value and determine the way to move in

After analyzing the real estate one by one, firstly, evaluate whether the real estate is worth moving in, that is, evaluate the input-output ratio of the real estate, and carry out the input-output analysis, which needs to clarify the following sets of data:

1. How many people need to be invested? How many days will it last?

2. what is the public relations fee in the early stage?

3. How about the rent? How about displaying materials and publicizing the cost of materials?

4. what is the estimated sales revenue?

after calculation, if it's worth moving in, we'll decide how to move in, that is, input and output.

At present, the ways to enter the community are as follows:

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

2. Joint presence with home improvement companies.

3. Joint entry with other industry brands.

4. Publicity: hanging banners and posters at the main entrances and exits of the community, or hanging banners on the balconies and windows of the owners who have used our brand products.

5. Public service advertisements: sponsor the production of community floor boards, house numbers, posters and public service slogans in the elevator room, and sponsor the production of community public service billboards, bulletin boards, signs, advertising electronic clocks, community seats and community property magazines.

6. Sponsor the activities held by the community, such as the property repossession party, sales promotion activities and owners' gala held by the community developer.

7. Exhibition on weekends: during weekends, the promotion team rents a venue to display products.

8. People scattered: the community extension staff visited the house sporadically.

(1) Different ways should be adopted for different types of buildings:

1. Fund-raising houses.

as the development focus, it is suitable to rent a facade and set up a temporary store by concentrating on resource development. Do a good job in the first model house, pay attention to maintaining good relations with opinion leaders, and use word-of-mouth publicity among owners to drive sales.

2 commercial housing.

① for a large residential area, you can rent a facade and set up a temporary store; For a large-scale residential area with a large number of households and high decoration level, a temporary store can be set up and a development team can be sent at the same time, and an information desk will be set up on Saturday and Sunday for publicity.

② make full use of the driving effect of model houses to guide customers to carry out word-of-mouth publicity.

3 relocated households/leased buildings.

① For large-scale real estate, consider renting a facade or garage, and set up temporary points;

② For the residential area with low decoration grade, people are mainly scattered, and contact with its contractor/post laying work will be the focus of work.

4 small villa.

Pay attention to the establishment of relationships with home improvement companies. Most of these owners are purchased by designers or decoration companies.

(2) publicity methods in different periods

1. At the initial stage, we focus on the public relations work of developers and the sales department, so we don't need to invest too much manpower and material resources. As long as we are familiar with the managers and salesgirls in the sales department and have emotional communication with them, we may get information about buyers from them for a long time, so as to solve key problems for telemarketing. At the initial stage, we should also try our best to put brand leaflets and small and exquisite promotional materials into the sales department. If possible, put billboards, X racks and small display racks in the sales center for publicity. By mastering the owner's file, we can communicate with the owner by telephone in the early stage to understand the initial needs of the owner and make an appointment for face-to-face communication.

2. Mid-term: it is a critical period for the promotion of residential areas, and different ways of entering are determined for different residential areas. (See the above table for details)

3. Later stage: Later stage focuses on telemarketing. Many owners don't know much about the products, and they have a strong herd mentality. They can use the customers who bought in advance in the community as examples, and install all the users who have used this brand in kind and make realistic photos to promote them to new customers.

V. Preparation before moving in

Bill of materials:

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

2. Products: Choose a suitable product mix according to the grade of the community, such as high-grade real estate, and choose some distinctive products and new products for display; If it is affordable housing, you can choose some cost-effective products.

3. Tents and umbrellas: unify the CI image of printing enterprises, and deliver them to the community activity site before the direct selling activities in the community, so as to increase the visibility of enterprises and products, enhance the brand image and create an atmosphere.

4. image desk, desk and chair: carry a portable standard image desk and a number of tables and chairs.