Many consumers choose bathroom products through home building materials or various brand stores. Due to the existence of many brands, consumers generally do not make rapid purchase decisions. Instead, they generally have the purchasing psychology of “comparing the three companiesâ€. This results in two results: First, consumers spend a lot of time on brand selection and comparison, but it is difficult to make a final decision, or even reduce the desire to buy; on the other hand, due to the rush of consumer purchasing behavior Sexuality makes the available information about consumers available in various brand stores very limited and sales activities are difficult to carry out.
Therefore, the traditional store-keeping style of “staying true and waiting for rabbits†is increasingly showing its limitations. The excavation and innovation of new sales channels are increasingly attracting the attention of enterprises. To put it simply, we must not only "sit down and wait for a rabbit", but also take the initiative to "sit out and hunt rabbits." The community exchange activities conducted by distributors in Anqing is an attempt for a new sales channel.
Community marketing, as its name implies, is a marketing campaign conducted within the community. Due to the increasingly fierce competition in traditional distribution channels, many companies regard channel innovation as a magic weapon to win in the industry competition. As the "end" closest to customers, the community has naturally become a "frontier" for many corporate sales. Community marketing has its unique advantages:
1. The target consumer group is more accurate in positioning, and can relatively smoothly investigate the situation and make preparations for marketing activities;
2. The target consumer groups are relatively concentrated and they are relatively closely related to each other, and are prone to word of mouth.
3. Because the target consumer groups are accurate and relatively centralized, it is easy to follow up after-sales service and collect feedback information.
Community marketing is different from general store-based marketing, then how to carry out community marketing? Through this community exchange activity in Anqing, we summed up the following points:
First, choose the community that is suitable for such activities. Before deciding to enter the community to carry out activities, it is necessary to conduct more in-depth investigation of the community. Including the investigation of the old and new situation of the community, the existing residents' structure and residents' purchasing power. Then select the residents who have a demand for our products and have a certain purchasing power as the main audience for our activities. The Anqing dealers chose to carry out activities in the local state-owned entrepreneurial community. On the one hand, this kind of community is generally an old community. Many household items of the residents of the community are also old and have new needs; on the other hand, they are Because the residents in this community are generally in a better family economy, they have a certain purchasing power.
Second, after selecting the community, it is possible to prepare for the promotion of the event, including the production of slogans, posters, and pamphlets. The format of the promotion depends on the main audience. If it is a young audience, it is necessary to choose a new and creative type of publicity; if it is a middle-aged or older group, it should pay more attention to the essence of the activity. For example, the Anqing "come into the community, free replacement" activities, because the audience is basically middle-aged or more groups. Therefore, the campaign's slogan chooses to use “the whole country goes into the community and free renewal activities begin. Has your family changed it?†It directly reflects the essence of the activity and it is easy to cause the target group to resonate.
Third, select the products needed by the target consumer groups to carry out the activities. There is a need to be able to generate the desire to buy, which in turn creates a purchase. Take the Anqing community exchange for new activities, considering that the selected community is relatively old, and generally less use of bathroom cabinets and bathtubs, we chose toilets, faucets, showers, wash basins as the main sales activities of the product. The facts also prove that our choice is correct.
Fourth, pay attention to the quality and image of on-site marketing personnel. Due to direct contact with the target consumer group and the time is very limited, community marketing activities have relatively high requirements for on-site marketing personnel. It is advisable to conduct targeted training for relevant personnel prior to the event. In addition, the image of on-site personnel is also very important. It is best to have uniform clothing. This will better reflect the company’s rigorous culture and leave a better impression on consumers.
Finally, follow-up service is very important. The purpose of sales is not simply to sell something, but through the sale of the product, embedding a brand image in the minds of consumers, with a view to buying it for the second time, or forming a word-of-mouth effect to drive other consumers to purchase. The consumer's impression of a brand, in addition to the impressions generated in the purchase process, whether the after-sales service is in place also accounted for a considerable proportion. High-quality after-sales service enables a brand to quickly establish a good impression in the minds of consumers, foster brand loyalty, and at the same time form a word-of-mouth effect. For example, in this community exchange activity, we not only provide on-site installation services, but also return visits to consumers after the product is installed for one week, presenting small gifts, striving to provide quality services to community consumers and truly show Huasheng sanitary ware. People-oriented brand concept.
Innovation is to win the opponent's core competitiveness. At present, there are many brands in the bathroom industry, and the products are of different types, and the homogeneity of products is serious. Therefore, channel innovation should be included in the development plan of sanitary ware companies, especially emerging sanitary ware companies. Marketing should move with the needs, where customers are, and where our sales work is going. In the old-fashioned way, the rule of Xiao Cao can only bring the company into trouble.