As we all know, wooden doors are industries with low attention. Consumers generally only study wooden door related information when they are decorating or buying a house. This determines that the wooden door enterprises should attach great importance to each target customer entering the exhibition hall, and strive to convert him into their own users; and directly face the consumer's terminal, shouldering the heavy responsibility, every detail determines whether it is successful or not.
With the increasingly fierce market competition, it is necessary for wooden door enterprises to introduce the concept of “pre-terminal interception” and “pre-terminal marketing”. "Pre-terminal interception" is an interception-type robbing of customers outside the general influence of the terminal.
The difference between terminal marketing and pre-terminal marketing is mainly reflected in the following aspects:
1) In terms of passenger flow: terminal marketing is mainly based on local natural person flow, supplemented by the flow of people affected by out-of-store advertising; the former terminal marketing is mainly based on external drainage.
2) In terms of the place of sale: terminal marketing is mainly storefront; the former terminal marketing is not necessarily an existing storefront.
3) On the team side: Terminal marketing is relatively easy due to store sales, and the team's combat effectiveness is weak. The front terminal marketing is difficult to operate outside the store, and the team has strong combat power.
4) In terms of initiative: Terminal marketing is significantly affected by location factors, and even directly determines life and death, relatively passive. The former terminal marketing mainly depends on its own promotion ability and masters the initiative.
With the diversion of customers, the pre-competition of competition, and the combination of terminal, the interception of the former terminal will become a more effective practical marketing concept and marketing method. The hand reaches out to the "first mouth milk", otherwise we can only eat other people's nets.
Take the wooden door industry as an example. In the past two years, the traffic volume of shopping malls has been quite poor. Most of the stores have no one or two people on the working day, and there are no more than 10 people on weekends. For well-known brands in the wood door industry, the store display can be described as beautiful and the shopping guide is also tempered, and the promotion is also a wave.
The waves are not yet flat, but there is no rice. How do you let the clever woman do the rice without a meter? The terminal has no rice, so you must ask the front end for meters. This is the inherent logic of the previous terminal interception.
Wooden door enterprises should also find and explore effective terminals, distinguish and locate different terminal functions, and transition from “terminal interception” to “pre-terminal interception” according to the development situation of the industry.
