China Home Building Materials Brand Marketing Incentive Plan

As the home building materials brand war begins, whether it is a first-tier brand, second-tier or third-tier brand, or regional brand, are facing higher levels of marketing creativity and marketing challenges. At the same time, with the popularity of the Internet, the rapid increase in the proportion of consumers' networking, and many companies have successively hired professional marketing think tanks to help improve their marketing competitiveness, Win Road Consultants believes that it is necessary to carry out a new brand marketing for home building materials. Round of upgrades.

After observation and research of more than 100 brands and marketing practices of more than 20 brands, Deng Chaoming invested all his efforts to carefully create four marketing plans including brand marketing package, e-commerce package, online marketing package and new product launch package. Consultant products.

In the process of launching the "China Home Building Materials Brand Marketing Incentive Plan", Deng Chaoming and Yingdao Marketing Consulting Agency Home Building Material Project Center have undergone a lot of rigorous research and customer visits, and have conducted a number of home building materials marketing case combat operations in Understand the current status of home building materials companies under the current economic crisis and competitive environment, explore the brand promotion, channel building and online marketing needs of home building materials companies, and combine the winning marketing team's many years of marketing planning and practical experience to provide customers with "solvable urgent needs" , Effective, cost-effective "one-stop marketing solution.

1. Motivation plan

Statistics show that there are more than 50,000 home building materials companies including ceramics, sanitary ware, paint, flooring, furniture, lighting, home textile, etc. There are about 200 home building material brands with a certain reputation, and the whole market is a positive brand Centralized development of the level, between the first and second-tier brands, between national brands and regional brands, the intensified competition has become white-hot, undoubtedly means that there will be multiple rounds of shuffles.

In this regard, how to achieve rapid development of second-, third-tier or regional home building materials companies has been improved in technology, products, services and marketing, so as to enter the ranks of higher-level competition, becoming a key issue to be solved. How large and medium-sized home building materials companies can achieve leapfrog development on the basis of the existing scale and foundation, and cast the advantage of entering the international market is another question that needs to be answered urgently.

All this led to Deng Chaoming and Yingdao Consultants launching the "China Household Building Materials Brand Marketing Incentive Plan". The entire assistance plan includes brand marketing initiation, e-commerce initiation, online marketing initiation, and new product launching initiation. The implementation time is three years. Through three years, it has promoted the leap development of about 10 home building materials brands.

(1) Brand marketing instigation solution

The purchase of home building materials is developing from the channel influence to the level of brand influence. The popularity, reputation and influence of home building materials companies and products have played a key role and influence on market sales. The consulting agency "Brand Marketing Package" will provide system solutions such as brand image building, brand awareness communication, and brand word-of-mouth training to help home building materials companies achieve a double leap in brand awareness and reputation.

The content of the initiative includes: brand image packaging, brand proposition upgrade, brand slogan refining, brand management system construction, brand promotion quarterly / semi-annual / annual plan

(2) E-commerce instigation solution

Online direct marketing has been successfully applied in many industries such as home appliances, apparel, 3C, and has shown unlimited charm in industries such as ceramics, sanitary ware, and doors. As a supplement to the sales channel, it is more comprehensive and powerful for the urgent need to establish 2. Home building materials companies with a more convenient sales network, the "e-commerce package" solution provides direct sales of home building materials network services, including: feasibility analysis for home building materials companies to enable e-commerce strategies, establishment of online shopping malls, order processing process, after-sales Service system and other services, as well as electronic mall promotion, online sales effectiveness evaluation and full tracking.

(3) Network marketing instigation solution

In view of the maturity of online access channels for home building materials brands and product information, and the increasing influence of the Internet on urban residents, building network advantages has become a key strategy that home building materials companies need to seriously consider and implement, and online marketing package solutions provide Winway consultants professional network integrated marketing services, including online news event marketing, online forum promotion, online event marketing, online word-of-mouth communication, online blog marketing, search, marketing, etc., quickly and effectively help home building materials companies implement online marketing plans and strengthen the ground The offensive of promotion may make up for the lack of ground promotion, and obtain greater effects in corporate brand promotion, channel construction and terminal marketing.

Home building materials brand & product network news marketing: "Win road consultant · home building materials fame" news marketing service, working with more than 300 top domestic well-known websites and 40 building materials, home furnishing, fashion, women and life websites for Chinese home building materials Enterprise effectiveness; 100 companies successfully verified the communication power of "F4 topic marketing", with a wide range of media coverage and communication, high-level creative quality of works, target audience views, participation and interaction, and search engine inclusion Optimize the volume and search results, achieve top-level news event marketing, and obtain top-level promotion effects.

Cooperation method: Through continuous mainstream online media communication, tens of thousands of news and commentary spreads can be achieved, and the brand awareness of the company can be widely spread in a targeted manner to realize the promotion of key products.

Home building materials F4 topic marketing: mainly composed of media PR communication, news event marketing, online forum promotion, and online special promotion, to fully tap the influence of mainstream media and mainstream community audiences, and at the same time rely on the crawling function and extension effect of search engines, Get good performance in search results to ensure the continued dissemination of promotional information. Systematized, three-dimensional, and progressive layers of marketing strategies will fully ensure the realization of the promotion effect.

Cooperation Mode: Through quarterly / semi-annual cooperation mode, the audience of 500,000 to 3 million will be reached, and effective and strong support will be provided for the promotion of new products, investment promotion, brand promotion or public welfare activities.

FEA integrated marketing of home building materials: highly creative topic marketing, event marketing, event marketing, combined media communication, large-scale brand and product exposure, interactive participation of a large number of people, triggering viral communication and word-of-mouth communication, and achieving corporate brand awareness Leaps and obvious sales growth.

Cooperation method: Through the half-year / annual cooperation model, the audience of 10 million to 200 million will be achieved, the leap in brand awareness and the successful promotion of star products will be realized.

Home building materials online community communication: "Win Road Consultant? Home Building Materials Interactive Communication" marketing service, covering 500 mainstream forums across the country and 100 mainstream home building materials, decoration, life, fashion, women's forums, affecting tens of thousands of target audiences every day, Achieve high-density exposure and dissemination, firmly occupy the forum high ground; Form communication with target consumers, deepen brand and product impressions, shape the forum reputation, and activate purchase motivation.

Cooperation method: Through the continuous mainstream online community communication, achieve an audience impact of 1 million to 10 million, widely spread the brand awareness of the company in a targeted manner, and realize the promotion of key products.

Home building materials brand public relations communication: home building materials brand value, brand culture and product selling points, product culture extraction; communication content planning, writing and editing; media communication and manuscript release; communication tracking, feedback and effect evaluation

Cooperation method: Through continuous brand public relations communication, with the help of authoritative mainstream media channels and multi-angle, large-scale brand content communication, promote the rise of brand authority and reputation.

(4) New product launching solution

In response to the new products of such enterprises, but lack of effective promotion methods, unclear market response, and limited marketing budget, the “new product listing package” solution provided by Winway Consultants provides professional new product listing system solutions, including new Product concept refinement, promotion of material design, market launch, trend creation, dynamic marketing, network integrated marketing and communication and other service contents help enterprises achieve new product promotion goals at low cost and effectively.

2. Cooperation

"Win Road Consultant · Home Building Materials Brand Marketing Incentive Plan" aims to help large and medium-sized home building materials companies to enhance their strategic marketing level, enhance transnational competitive advantages, and achieve corporate brand leaps. To accelerate the establishment of a marketing network, increase the speed of sales growth, and achieve the goal of nationwide expansion.

Cooperation methods include: quarterly project cooperation, semi-annual project cooperation, annual project cooperation, basic cost + commission model cooperation


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