With the approaching of the May 1st holiday, the furniture industry has begun to prepare for the marketing activities for this festival. It is foreseeable that May 1 will be the promotion of the furniture industry. May 1st promotion is a typical event marketing, and it is also the first choice for many furniture brands to increase sales. It is highly valued.
However, many furniture companies lack overall activity planning. We all know that to successfully hold an event, pre-heating and building momentum is an indispensable process, so that we can gradually push the event to a climax. Many flooring companies also operate this way. But, after the climax? The end of the song is scattered, no more? In fact, many flooring companies are not aware of the importance of the continuity of event marketing, which creates a huge waste of resources.
Activity marketing is a science and an art. Marketing has entered the stage of strategic competition. Activity marketing is first and foremost a process of scientific decision-making, and it is a systematic decision-making process of strategy and tactics. In the actual situation, activity marketing is a combination of punches, not by one stroke or two activities or one activity can win. If an activity can be imitated, then a series of activities are difficult to imitate. Many companies attach great importance to marketing promotion plans or advertising plans. Wang Wei, chairman of New Event Media, suggested in his new book, “The Power of Activities – Marketing Breakthrough in the Post-Advertising Eraâ€, that companies should focus on the event marketing plan and plan for year-round marketing. Promotion.
Furniture marketing activities should not be sloppy, no continuity. Because consumers are not a purely rational group, on the contrary, they are a very unprofessional group. May 1 promotion requires continuous stimulation to complete the memory of corporate activities, and only the enhanced memory can make them substantive. Consumer desire.
In the theory of communication, continuity is the best way to guarantee the effect of communication. Activity marketing needs to be well-received and requires a series of related continuation and expansion measures, and slowly accumulate to complete the brand. In general, the basic process of corporate activity marketing should be composed of the following links: preheating---activity promotion---activity guidance (aggregation)---activity development (first climax)---activity Extension (product extension) --- Shantou (topic) triggered (second climax) --- maintenance. But our company often focuses on the stage of activity development, which is the first time that event marketing has started. This is actually a big misunderstanding.
The first climax of event marketing is indeed the time when the activity marketing effect is the most vivid, and it is also a very hot scene, but the short board is that there may be a weak situation afterwards. Businesses are likely to stop after this. Although the event site can attract the attention of consumers, it may not be able to stop their eyes. If the activity marketing is limited to this stage, it is a great waste of resources. In the early stage of preheating, propaganda, guidance, etc., the activities of the company have gathered a lot of attention, and the use of these attentions can make a big splash through the continuation of the activities. climax. The real effect of event marketing is relatively complete at this time.
The development and maintenance of event marketing effects is a long-term and arduous project that cannot be accomplished overnight. Even if an event is very successful and sensational, its impact is limited, far from meeting the needs of the market. Therefore, companies must pay attention to continuity when planning event marketing. Under the premise of unification of the theme, several or even dozens of related activities will continue to be linked, and the future and the future will form a wave of impact on the market and consumers.
It is undeniable that the climax of event marketing is indeed dazzling, but it is best for floor companies to formulate annual activity plans, to form a linkage effect between activities, to highlight the same theme, and to form a unified style, so as to maximize the protection of event marketing. The effect is fully reflected.
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