How to make smart lock promotions more successful

In the first two months, several customers requested me to do a smart lock promotion. I hope I can provide manpower or resources for support. After I learned that their activities were all brand building and group buying activities for building materials and home appliances, and they were participating in the smart washing machine, they all went so far as to refuse them, telling them how natural the smart locks would be. How many.

In words, I mean, it is obvious that smart locks are not optimistic about participating in such group buying activities of building materials, so they are not willing to waste energy in this area. The same is true of the facts. After a few activities, the sales data of the washing machines is still very good, and the sales of smart locks are not satisfactory. Reliance on patchwork is not enough to make the data too embarrassing. From another perspective, we can pay attention to our own side, you will find that a variety of promotional activities of various categories after another, but it is difficult to see a decent smart lock promotions, As a result, many people will have questions, why is the model of building materials, home furnishing, brand buying so popular, it has no effect on smart locks? Smart lock industry, whether it is the strength of enterprises or dealers are relatively weak, it is impossible to put a lot of resources , hold high to burn money to organize promotional activities, in this case, smart lock promotion in the end how to do it?

I mentioned in a lot of previous articles about the special properties of the smart lock: it is a non-building 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 an all-round matter. Different cities have different markets, different event organizers, and different brand lineups. The effectiveness of group buying activities is both good and bad. In the first two days, one of our customers organized themselves to participate in the local community. Building materials home exhibition, one day down, smart locks also traded more than a dozen single, is considered a small achievement, but her agent of the washing machine was signed more than 100 single, the two contrast, 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:

First, a successful promotion must be based on an excellent ability to gather customers.

Collecting passengers, as the name suggests, collects and convenes target customers, which is the basic guarantee of 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.

Second, the rational use of explosive goods 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.

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 selection process of the panel material process, I deliberately chose a new technology that is currently not available in the market. After the production, the effect of the surface layer was very beautiful, and the product's face value was greatly improved. Moreover, the company developed a special pre-sale policy for it, which formed a The typical combination of big brands, good products and low prices has been strongly sought after by distributors all over the country. Many distributors have already sold out the first batch of orders and many of them have not been shipped yet. Shangdu set a single-store daily sales of more than 10 results, this is still in a state of basic natural sales, and did not deliberately to do promotional activities, it can be seen, explosive strategy will be how important the promotional activities Impact.

Third, to find a suitable point of failure, can not be free from illness

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.

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