In response to the many competitive challenges currently faced by domestic lighting companies, especially the diversification of brand competition methods, rising marketing costs, falling marketing effects and increasing competitive pressure, at the same time responding to information acquisition and shopping habits of consumer groups in the Internet environment In terms of changes, Win Road Consultants carefully crafted the "China Lighting Network Marketing Incentive Plan" and launched four new planning and promotion solutions including brand marketing packages, e-commerce packages, network marketing packages and new product launch packages.
In the process of launching the "China Lighting Enterprise Network Marketing Incentive Plan", Deng Chaoming and Yingdao Marketing Consultants have conducted a lot of practical operations in lighting marketing cases after a lot of rigorous research and customer visits, in-depth understanding of the current economic crisis and The survival status of lighting companies in a competitive environment, exploring the needs of lighting companies for brand promotion, channel construction and online marketing, combined with years of marketing planning and practical experience of the Winway team to provide customers with new media online marketing solutions dedicated to building new competitiveness Program.
1. Assistance Program
The diversification of advertising, the promotion of a low-carbon economy to the lighting industry, and the infusion of foreign capital have brought the domestic lighting market to a new round of challenges.
In this regard, how to achieve rapid development of small and medium-sized lighting companies, stand out, have been improved in technology, products, services and marketing, in order to enter the ranks of new competition, has become a key issue to be solved. How large and medium-sized lighting companies can achieve leapfrog development on the basis of the existing scale and foundation and enter the advantages of the international market is another question that needs to be answered urgently.
All this led to Deng Chaoming and Yingdao Consultants launching the "Chinese Lighting Enterprise Network Marketing Incentive Plan". The entire network marketing plan includes brand marketing packages, e-commerce packages, network marketing packages and new product launch packages. The implementation time is three In three years, it promoted the leap development of about 10 lighting brands through three years.
(1) Brand marketing package
The purchase of lighting fixtures is developing from channel influence to brand influence. The visibility, reputation and influence of lighting companies and products have played a key role and influence on market sales. For companies with insufficient brand awareness, Win Road Consultants The "brand marketing package" will provide system solutions such as brand image establishment, brand awareness communication, and word-of-mouth reputation training to help lighting companies achieve a double leap in brand awareness and reputation.
(2) E-commerce package
Network direct marketing has been applied in many industries such as home appliances, apparel, 3C, etc. As a supplement to the sales channel, for e-commerce companies that urgently need to establish a more comprehensive, powerful and convenient sales network, the "e-commerce package" solution The services of direct sales of lighting network include: the feasibility analysis of lighting companies to enable e-commerce strategies, the establishment of online shopping malls, order processing process, after-sales service system and other services.
Cooperation method: sign quarterly semi-annual e-commerce cooperation and establish an e-commerce system throughout the process to help enterprises achieve e-commerce goals.
(3) Internet marketing package
The network access channels for lighting brands and product information are mature, and the influence of the Internet on urban residents is becoming stronger. Building network advantages has become a key strategy that lighting companies need to seriously consider and implement. Network marketing package solutions provide a win Consultant's professional online integrated marketing services, including online news event marketing, online forum promotion, online event marketing, online word-of-mouth communication, online blog marketing, search engine marketing, etc., quickly and effectively help lighting companies implement online marketing plans and strengthen the ground promotion offensive Or make up for the lack of ground promotion, and obtain greater results in corporate brand promotion, channel construction and terminal marketing.
Lighting brand & product network news marketing: "Win road consultant? Lighting fame" news marketing service, working with more than 300 top domestic well-known websites and 40 lighting, fashion, women and life websites for Chinese lighting companies; 100 The company has successfully verified the communication power of "F4 Topic Marketing", with a wide range of media coverage and communication, a high level of creative quality of works, the target audience's views, participation and interactions, as well as the inclusion of search engines and search results. Optimize, achieve top-level news event marketing, and obtain top-level promotion effects.
Cooperation mode: Through continuous mainstream online media communication, tens of thousands of news content is spread, reaching an audience impact of 1 million levels, targeted interpretation of brand value and product value through high-quality content, to achieve market education of key products and Promote and enhance brand influence.
Lighting F4 topic marketing: Mainly composed of media PR communication, news event marketing, online forum promotion, and online special promotion, fully tap the influence of mainstream media and mainstream community audiences, and at the same time, with the help of the search engine's crawling function and extension effect, The good performance of hot search keywords on Baidu and other mainstream search engines guarantees the continued spread of promotional information. Systematized, three-dimensional, and progressive layers of marketing strategies will fully ensure the realization of the promotion effect.
Cooperation Mode: Through quarterly / semi-annual cooperation mode, the audience of 500,000 to 3 million will be reached, and effective and strong support will be provided for new product promotion, investment promotion, brand promotion or public welfare activities promotion.
Lighting FEA integrated marketing: high-level creative topic marketing, event marketing, event marketing, with the help of mainstream media, forums, blogs, Weibo, online video, online animation, SNS and other communication channels and promotion forms, to form large-scale brands and products Exposure activates interactive participation of a large number of people, triggers viral and word-of-mouth communication, and achieves a leap in corporate brand awareness and significant sales growth.
Cooperation method: Through the half-year / annual cooperation model, the audience of 10 million to 200 million will be achieved, the leap in brand awareness and the successful promotion of star products will be realized.
Lighting network community communication: "Win Road Consultant? Lighting Interactive" marketing service, covering 500 mainstream forums across the country and 100 mainstream lighting, building materials, decoration, life, fashion and women forums, affecting tens of thousands of target audiences every day High-density exposure and communication volume firmly occupy the forum high ground; Form communication with target consumers, deepen brand and product impressions, shape forum reputation, and activate purchase motivation.
Cooperation method: Through the continuous mainstream online community communication, achieve an audience impact of 1 million to 10 million, widely spread the brand awareness of the company in a targeted manner, and realize the promotion of key products.
Lighting brand public relations communication: lighting brand value, brand culture and product selling points, product culture extraction; communication content planning, writing and editing; media communication and manuscript release; communication tracking, feedback and effect evaluation
Cooperation method: Through continuous brand public relations communication, with the help of authoritative mainstream media channels and multi-angle, large-scale brand content communication, promote the rise of brand authority and reputation.
(4) New product launch package
In response to the new product launch of such enterprises, but lack of effective promotion methods, unclear market response, and limited marketing budget, the “new product launch package†solution provided by Winway Consultants provides professional new product launch system solutions, including New product concept refinement, promotion of material design, trend creation, dynamic marketing and other service contents help enterprises to achieve new product promotion goals at low cost with clever and effective marketing strategies.
Cooperation method: New product promotion signed a cooperation agreement for more than half a year, and determined the promotion form and promotion content. The budget range is 80,000 to 180,000, which promotes new products to become star products and hot products.
2. Cooperation
"Win Road Consultant? Lighting Network Marketing Incentive Plan" aims to help large and medium-sized lighting companies improve their strategic marketing level, enhance their transnational competitive advantage, and achieve corporate brand leaps. At the same time, help small and medium-sized lighting companies and regional lighting brands quickly increase brand awareness and speed up marketing networks The establishment of the company will increase the speed of sales growth and achieve the goal of nationwide expansion.
Cooperation methods include: quarterly project cooperation, semi-annual project cooperation, annual project cooperation, basic cost + commission model cooperation
In the next time, Win Road Consultants will launch the "Top 100 Brand Win-Win Project" based on the "New Marketing Incentive Plan for Home Building Materials Brands", including 15 lighting companies, and Win Road Consulting Home Building Materials Project Center will Provide industry brand marketing and competition analysis reports in time, and launch "China Household? Net Win Newsletter, to share the latest marketing ideas and achievements with enterprises.
Chief planner: Deng Chaoming Planner: Chen Dongdong Mu Feng Project manager: Qin Juan Contact information 01082969137—606
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Address: 1401, Block A, Shanghai Century Center, East of Sansanqi Bridge, Haidian District, Beijing
Chengdu Office: No. 13-1, Section 3, South 3rd Ring Road, Chengdu, Sichuan 216
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