Sell ​​20 sets of smart locks in one day, smart lock community promotion necessary experience to send!

[] Some dealers through the community marketing, you can sell 20 a day, and some can sell six or seven, of course, there is also a set can not sell. Next, we will share with you the smart lock community promotion experience, so that smart locks get closer to millions of households.

For smart homes that are in full swing, smart locks are increasingly recognized and accepted by the market and users. According to relevant statistics, in the 2017-2018 year, the most popular products in the smart home market are smart locks. In terms of 2017, China's smart lock market has shipped 6 million units, and the market output value has reached 10 billion yuan. This situation can not be separated from the intelligent lock dealers who can run around the market.

In recent years, the most popular promotion strategy used by smart lock dealers and agents is the community experience promotion. For all current marketing methods, experiential marketing is one of the best marketing methods for smart locks.

The reason is that experiential marketing allows users to fully experience the difference between smart locks and mechanical locks by seeing, listening, using, touching, and participating, and recognizes the convenience and trend of smart locks. For example, users can have a good impression on smart locks by looking at them, especially locks with a higher facial value will be more attractive to users. Second, users can learn about the advantages of smart locks and the changes they make to their lives from the dealer extension staff. Finally, by participating in hands and fingers, we truly experience the intelligence and convenience of smart locks.

Of course, smart lock community promotion is also experienced. Some dealers can sell 20 to one day through community marketing, and some can sell six or seven, of course, there is also a set that can't be sold. Next, we will share with you the smart lock community promotion experience, so that smart locks get closer to millions of households.

First, do not mistakenly cut the firewood knife, early investigation is essential

Some people saw other distributors doing well in the community, and they also followed the trend, but they did not receive the expected results. Why is this? Because there was no research on the community, and there was no good positioning based on the needs of the users of the community. The pre-study does not do, just like taking a blunt knife to chop firewood, which is less effective.

1. Research 1: Choose the right brand

As far as the current market situation is concerned, the smart lock industry has many brands and many strong brands. There are many smart lock companies that are very good in the engineering field, and there are many emerging brands that have achieved outstanding results in promotion and marketing. When a dealer acts as a smart lock product, it must do research and choose the right brand. Because of the Internet age, information transparency, most users will basically choose to search the relevant information online before doing smart locks, do comparative analysis.

2. Research 2: Choose the right product

After selecting the right brand, choosing the right product is also very important. Most brands will have a variety of products, and when it comes to terminal promotion, it is necessary to select products and models. First of all, if you want to choose a product with a certain value, high-value products will be highly attractive. In thousands of products, it is not easy to grasp the appeal of users. Secondly, we must select products with unique features or products, so that they have better competitiveness. Finally, after determining the value and function, you must also reserve a certain amount.

3. Research 3: Selected Community

In medicine, we pay attention to the right medicine. When the smart lock community is promoted, it is more important to choose the community. Under normal circumstances, different communities live at different levels and different receiving populations, and different groups of people accept different levels of smart locks. In general, people living in villa areas and high-end residential areas are more likely to accept smart locks, and there is not much demand for prices.

Second, promotion is a weapon: accurate advertising

The wine is also afraid of a deep alley, was elected to the brand, selected the right product, selected the right area, at the same time, you have to put in accurate advertising. At present, most users do not have a certain concept on smart lock products and related brands. To allow users to pay, it is necessary for users to first understand and understand their smart lock products and brands.

It is better not to cast nets on a large scale to spread the net. Advertisements cannot be placed casually. First, the cost of advertising is to have a budget. It pays for value and is effective. Different media have different communication characteristics. For example, television advertisements are helpful for attracting consumers' attention, but they cannot deliver too much information. Newspapers and magazines can deliver a large amount of information. The general promotional activities can be published by television or newspapers, but the detailed rules for promotional activities can be transmitted from the store's posters, leaflets, etc.

Third, the strategy is the way: design product and price combination scheme

On the road to the popularity of smart locks, users are more concerned about prices than the quality and functionality of products. Many dealers reported that they did not perform experiential marketing in some communities. The main problem was that the price of locks was slightly higher. There are a large number of users who believe that “I don’t have any expensive things at home, why do I have to spend thousands of dollars to install a smart lock, and a smart lock is even more expensive than my home’s security doors.”... ... to the user to set multiple choices, you can single lock 1999, you can also deliver smart cat eyes 2399 and so on, the specific price combination, the specific program needs their own thoughts and designs.

Fourth, good weather and time: to choose the time for community promotion

The reason why many distributors do not promote success is that many reasons are not selected right. For example, in the hot summer afternoon, in the cold windy winter day, etc., under such circumstances, people are too lazy to open the door, how can it be successful? The spring weather is good, and the mood is good. In September and October, the autumn harvest season is In the harvest season of agriculture, according to the people's income and expenditure consumption psychology, they are driven by feelings in consumption and investment expenses. In the spring and autumn and autumn, in particular, household consumption has increased significantly, and it is also the peak period of decoration; One, Dragon Boat Festival or weekends and other holidays, because there is traffic on the holidays; developers to submit the ceremony, the owner to attend the ceremony and other periods of promotion is also an excellent time.

Five, everything is ready to do: three types of smart lock community promotion

1. Showcase :

(1) Temporary set-up points in the community, about half a month in one cycle, about three months can be repeated; preferred check-in time is about 3-5 years or a mid-to-high-end mature community with a certain old customer base If it is a good quality new community, it can also cooperate with the decoration company to co-locate, but pay attention to control costs;

(2) In cooperation with residential properties, establish long-term product demonstrations at the property management office; if they do not possess such capabilities, they may also consider cooperating with locksmiths;

(3) Experience terminals or distribution outlets are set up in the periphery of the community, especially if there are 2-3 large-scale real estate areas that are relatively concentrated, you may consider opening a store near the main road with the largest number of people.

2. Brand communication

(1) All kinds of hard advertisements are put into the community;

(2) Launching new media advertisements for the community, such as WeChat circle of friends, if the community is an intelligent community, it can also place advertisements on the community APP;

(3) Put hard advertisements in the periphery of the residential area or make installations and shoplifting, light boxes, etc. It is necessary to select relevant shops with relatively good locations, and even consider empty stores, that is, stores without their own products can be considered as long as the location is good. Free production and installation shop tricks or light boxes;

(4) Direct advertising for community business, such as DM, SMS, and mail.

3. Direct sales

(1) Make use of the old customers who have installed and used products in the community to introduce them and develop them into consumers.

(2) mobilize opinion leaders from various owners in the community to promote and organize group purchases;

(3) Directly develop community agents or collect model houses.

The above three types of methods do not necessarily require distributors to fully spread out, but must use targeted solutions in light of their own conditions and local market conditions, but they must be combo boxing, and they must not only think of a trick. Eat all day.

In the end, Wise Home Network Xiaobian would like to say that the key to the success of community-based experiential marketing is that, apart from choosing brands, products, and communities, the most important thing is the quality of the people who sell, because only good expressive skills are available. Convince users, so choosing talent is also important.