[Smart home network guide] smart lock has non-building materials, non-essentials, two special attributes, in the general building materials, home-based brand buy, generally difficult to receive good results. But for smart lock stores, engaging in promotional activities is a necessary marketing tool. Therefore, in the planning of smart lock promotion activities, can not copy other similar sanitary ware, flooring and other promotional models, it must be built on the basis of customers, reasonable use of explosive goods strategy, to find the right point. Before sharing the smart lock store promotion experience on Wisdom.com, I would like to share with you a phenomenon we often encounter: We can pay attention to our own side, will we find a variety of promotional activities in various categories? It's hard to see a decent smart lock promotion. Perhaps you will have questions: Why is the model of building materials, household brand buying so popular for smart locks but no effect? ​​For the smart lock industry, both companies and dealers, the strength is relatively weak, it is impossible to put a lot of Resources, holding high to burn money to hold promotions, then in this case, smart lock promotion in the end how to do it? Smart lock is different from other home building materials, it has its own special properties: is a non-building materials products, but also a non-essential product. Based on these two special attributes, we look back at the two distinct characteristics of the brand alliance buying of building materials and home furnishing brands. One is that the participants are all to purchase the necessities of decoration, and the other is that the participants are all looking for cheap Both of these points are not in line with the consumption characteristics of smart locks. Therefore, at the present stage of the development of smart locks, it will not be a strange matter to buy smart home locks for building materials. However, this is not a general one. Different cities, different markets, different event organizers, different brand lineups, and the effectiveness of group buying activities are both good and bad. For example, just a while ago, one of our customers organized itself to participate in the local building materials home exhibition. One day, the smart lock also traded more than a dozen singles. It was a small achievement, but her agent's washing machine was signed. More than one hundred, a contrast between the two, the disparity is still too great. In fact, it is not difficult to plan and implement successful smart lock promotions, but you must not copy the patterns of other categories, but must firmly grasp the following principles: 1. Excellent ability to set passengers is the foundation Successful promotions must be based on excellent ability to gather customers. The so-called "guest", as the name implies, collects and convenes target customers. This is the basic guarantee for passenger flow. Nowadays, the most common reason for poorly-operated dealers is the lack of ability to gather customers. To do a good job in promotion activities is even more so, we must first have a sufficient source of customer base. The acquisition of target customers cannot be expected to rely on advertisements. Even if you are bombarded every day, you may not be able to attract enough attention. Advertising can play a supporting role in the promotion of smart locks. It can only be regarded as the icing on the cake and it can never be delivered in the snow. The acquisition of target customers must be completed through a three-dimensional and comprehensive set of customer-focused tools and systems, including community promotion, referral by old customers and relatives and friends, store interception, WeChat marketing, telemarketing, and multi-industry alliances. Businesses must have at least two or three of these capabilities, which is a prerequisite for successful promotions. Nowadays, most smart lock dealers do not have team foundation or good combat effectiveness. If this is the case, it is basically impossible to complete a successful promotion. There are no promotional activities based on customer base to build castles in the air. 2. Reasonable use of explosive strategy Successful promotions must have explosives, and reasonable use of explosives strategies can guarantee the effectiveness of promotions, while explosives need to meet two conditions. First, they must not be crude junk products, or they must have ingenuity; In terms of function or price, explosives must satisfy more people's needs. For example, in May of this year, the top-mounted smart lock introduced a new product model number 3100. According to common sense, this lock design can only be said to be law-abiding, not to mention good-looking, but in the panel material During the selection of the process, I deliberately chose a new process that is currently not available on the market. After the production, the effect of the surface layer was very beautiful, and the value of the product was greatly improved. At the same time, the company developed a special pre-listing for it. The sales policy has formed a combination of the typical explosive elements of “Big Brand + Good Product + Low Price†and has been highly sought after by distributors across the country. Many distributors have already issued the first batch of products without the arrival of products. Orders sold out, many dealers have set a single store sales of more than 10 daily sales, this is still in a state of basic natural sales, and did not deliberately to do promotional activities, it can be seen that the explosive strategy will What an important impact on sales promotion. 3. Finding the right point of collapse cannot be disease-free To do marketing must be famous, large festivals, celebrations, corporate celebrations, small to new listings, special group purchases, are all can be used to plan promotions, manufacturing reasons for the explosion. However, due to the current state of development of smart locks, low customer value and small sales volume, it is not suitable for dealers to organize large-scale promotional activities, and plans to organize low-cost small-scale promotional activities to dig out and dig out. A batch of on-site digestion is the best choice. Combining the characteristics of smart lock marketing and organizing special promotional activities for target communities is an effective method. For example, special preferential policies are formulated. However, it is necessary to limit the owner’s own purchase or transfer, and three persons can be grouped together or five. The more people get into groups and the more discounts they have, the more they can come up with limited supplies of explosives. In short, the strategies and methods are endless, and they can be adjusted according to local conditions and in line with local conditions. The frequency of such promotions is high, and it can be held in two or three weeks. In the promotion of theme ideas and program design, it is possible to formulate 3-4 kinds of policies in advance and then recycle them. There is no need to re-plan once every activity. In terms of promotional theme ideas, the smart lock industry is also giving full play to its characteristics and continuous innovation. For example, the free trial is a very industry-specific strategy adopted by many dealers across the country in the past two years; There are dealers planning free lock-up activities, but the effect is still unknown. However, we are even more hopeful that the current home appliance, electronics, and even the Internet industry's big crocodile who are eyeing the smart lock industry will have more exciting marketing promotions when they formally enter the industry. The above three points can be said to be a precondition for planning a successful sales promotion event. Without any of them, the promotion activities will lose meaning; however, even if these three items are available, they do not necessarily mean that You will be successful. The exact same promotion plan will be implemented by different teams. The effect will definitely be different, and it will even be very different. The execution of the team is also an important factor in determining the effectiveness of the promotion. Author: Guo Zheng Micro Signal: IBOLON This article has applied for original protection. Without the authorization of the originator and Zhijia.com, it is forbidden to reprint. Recommended reading: 1. The smart lock terminal marketing of the three magic weapon take away! 2.@The old irons, here is an old customer turn to introduce the book, please check! 3. Smart Lock Promotional Campaign Learn more than double the sales of these 10 strokes! 4. Channel retail experience (1-10) collection interpretation of the new trend of smart home development 5.Four business rules let you open a Super Bull X smart lock store 6. Smart lock low cost promotion must see: 3 minutes teach you to play WeChat community marketing! —————————————————————— Disclaimer: All the works of Ben Wang stated "Source: XXX (not this site)" are reproduced from other media, reprinted to convey more information, does not mean that this site agrees with its views and is responsible for its authenticity. If the copyright unit or individual of the manuscript does not want to publish it on this site, he can contact this site and this site can immediately remove it. SHENZHEN CHONDEKUAI TECHNOLOGY CO.LTD , https://www.szfourinone.com
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