I. preface after September is national day, the communications market is clearly entering the year the second selling season, the mobile phone manufacturers in the Terminal image-building competition must also enter the white-hot, acute. "Acting in the first place, success in person." Serves as a strong sales for the month of September before we must advance planning, in the time ahead of competitors, integrated terminal resources existing terminal building, build ** mobile Super Terminal, pre-emptive, stand out from the Terminal guru.
Large terminal building must rapidly and effectively position, preempting effective concentrated superior forces continuously on competitors launch powerful offensive, don't give competitors the opportunity to gently gas. We are not in a timely and effective occupation, our competitors will quickly occupied. Our sales experience pressure or even resistance, this is the key to success or failure. We must be like the wind swept all deciduous General determined to remove obstacles to creating a strong sales of brand sales promotion season sales, the size advantage.
2. Terminal categories
1, the first Terminal
The first Terminal usually means a professional show, sales sites, such as supermarkets, stores, image store, area, etc., this is our main, is also a contested terrain military strategist.
2, the second Terminal
The second terminal generally refers to non-professional sales mobile work, consumer, life, entertainment, such as large malls, hotels, bars, disco, KTV room, coffee shop, café, restaurant, fitness or sports sites, etc.
3, the third Terminal
The third Terminal generally refers to four categories: large outdoor advertisements, signs, light boxes, wall advertising and publicity in the core area, can have on consumers ' vision into a strong impact, a relatively large, the effect is more significant ground advocacy sites and forms. These four categories of advertisements in different regional inputs, adaptability and effect may not be the same, so you need according to the input-output ratio and other factors make a different choice and combination.
Third, the first Terminal work planning
1. the programme of action
A "location": determine a unified standard, the standard terminal image on the current terminal construction work;
2 "to": "storefront counters" within, two focus within the regional construction;
Three "firsts": mobile first distribution Ž machine mould first display Ž Terminal first sale;
Four "for": the door of the first contest, contest, counters for lightbox, POP location for;
Five "campaign": the poster war-fighting, banners, leaflets, roll-up banner war, hanging/card battle.
Core 2, action
For a limited cost, time, we must grasp the work of the different emphasis on the surface, with time according to the actual situation in rhythm focused in several work, which breaking, focused resources to focus on to the terminal building to do fine. Our affiliates must strengthen the plan execution, payin, steps, there are plans for the successful completion of each phase of the terminal building.
3. the main progress
· Terminal Basic packaging
1) activities designed to rapidly develop and promote the core point of sale, effective Terminal Basic packaging work
2) activities target: 80% core sales point, over 60% of the valid sales points;
3) Organization of work:
· Thematic Cabinet layout
1) activities designed to: enhanced Terminal image, enhance Terminal highlights, enhance customer cabinet before the residence time, and increase the rate of the purchase contract.
2) activities target: 100% * of * mobile counter; 60 per cent of the core sales points, 40% more effective sales points of the other counters;
3) Organization of work:
· Mentougou, light box, wall construction
1) activities aimed at the rapid preempted before 10.1 Golden Week advantage Terminal resource or screen updates for a strong brand sales environment.
2) activities target: 40 per cent of the core sales points, more than 20% of the valid sales point
4. the second terminal work planning
9, 10, 11-month period of the national day is 10.1 the second biggest festival in the economy. Entertainment, leisure life in occupies a large number of consumers is a most of the time, this is a side effect, the best time to intercept consumers. Our branches must be the best place on the ground as soon as possible, choose the opportunity, through a flexible approach to local conditions and potential consumers to "pick" surrounding.
5. the third Terminal work planning
The third Terminal configuration basic principles
(1) almost every provincial capital cities have plans to allocate 1 block large outdoor billboards, ads, etc. 10 car body, such as Shenzhen, Qingdao, Dalian, baotou, and other non-capital cities can be considered the second class of cities;
(2) advertising resources are allocated first to consider the regional traffic, secondly consider its growth potential;
(3) focus on market guarantee priority and focus of the investment;
(4) medium-sized cities above can consider doing some outdoor advertising and advertisements;
(5) small cities, particularly in the County and Township can give more consideration to do some wall ads.
The third Terminal General Investing by Headquarters unified, credited to the affiliate fee assessment, branches according to the actual needs of active applications.
6. Organization and management principles
1. full participation
And responsibility to the people,Including branch office in charge, full participation at all levels. Market field (including the Director-General, regional directors, supervisors, etc.) on a specific terminal building, that is, each person is responsible for the market. Headquarters is responsible for tracking, services, and monitoring.
2. dynamic management
Branches and offices on each target terminal building dynamic, and the timely adoption of the hard terminal building weekly and headquarters for information communication and feedback.
3. indicators evaluation
Branch Office to set up the terminal building standards requirements of multiple indexes, and on completion, maintenance, development of evaluation.
4. award ticket simultaneously
Branches according to the established requirements of the terminal building standards, multiple examination, and in accordance with the evaluation situation award; headquarters will not regular spot-check, according to the results of the checks, and the national communications branch-related responsibilities on a prize.
VII. cost sources
Branch, daily fee of 20% must ensure that the use of the terminal building, otherwise no reimbursement, and branch managers, financial managers, marketing managers informed criticism and punishment.
No comments:
Post a Comment