房地产营销策划实战案例Realestatemarketingplanningactualcase.doc

房地产营销筹划实战案例（Real estate marketing planning actual case）
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M3 SAR

Marketing promotion recommendation 2023 annual marketing recommendation 2023

October 2023

This report will focus on the following issues

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The current marketing problems, the establishment of the case name, M3 special zone project marketing theme establishment, promotion stage division and each promotion stage dissemination theme, promotion method use principle and promotion ponder

[M3 SAR] SAR

PUSH

wide

Catalog

The first part: the promotion of the problems and solutions? Part second: promotion strategy (the establishment of various stages of spreading (Theme) the dissemination of the contents and thinking with the media (media) combination plan)? The third part: the promotion of thinking

[M3 SAR]

Current problems in promotion

As a whole package of this case the year 2023 there are four problems? One is (advertising), real estate market in Shanghai after its debut, no impact effect, especially the advertising theme is not clear, giving a very confusing and complex feeling? Two (media group, media etc.) a combination of more casual, not to concentrate superior forces, formed the communication effect in the mainstream media

[M3 SAR]

Current problems in promotion

Three, (theme positioning) as the theme of the positioning of the case is not accurate, not solve the "house sold" problem caused by customer quality is not high, not "no customers but did not find the customer" is four, (marketing theme) can be said M3 SAR no marketing theme, "what did not solve is the house, did not give us a direct concept, for example, the thought of M3 DC, thought" 27 tower near the 70M2 penthouse rooms or that did not give people a simple feeling: "this house is a characteristic of" apartment layout.

[M3 SAR]

Current problems in promotion

Based on the above, in the case of the promotion did not solve the "house is what house" the house was sold to the who "and" how to sell the house "problem even worse is that the case (M3 DC) is not very reasonable, so many people do not understand what is the meaning of the special, where. Why is it called M3 SAR and so on

[M3 SAR]

Current promotional solutions

We will identify overall promotion ideas from the above four aspects of the real estate advertising project? A, re select the case? Two, the establishment of marketing theme? Three, looking for the concept of the theme? Four, customer orientation choice five, combination of the media?

[M3 SAR]

General idea of project promotion

The principle of "four big campaign, the amount of pounds" - save marketing costs, with the "Bao Longhua court" and "Silver Palace" marketing people, an occasion to attack, because only our real estate is likely to retain their customers? Stick two fist, pressing the old rivals, beware of new competitors? From the "M3 zone" my space, I call the shots ", the theme function of selling fresh release, and let the" M3 zone "is different from the three core point, other competitive real estate downtown, pure compound, three aspects of large-sized apartment were strong high-altitude bombing and mass media release? The activities of ground promotion combination

[M3 SAR]

Selection of case name

The case selection principle to achieve the following three requirements, due to the uniqueness of the case of the case of the apartment layout, so the selection cannot follow the routine, to facilitate memory two, to the case of the downtown core selling real, pure compound, has direct effect on propagation of large-sized apartment three, to meet the psychological characteristics of target customers

[M3 SAR]

Selection of case name

Attic of desire

The pure compound structure of the case to explain the case of desire are stylish loft apartment layout features represent the type 70 square meters represents a kind of mental state, everyone has their own ideal, we are here from the customer's perspective to understand the desire for ideal

[M3 SAR]

Selection of case name two

Emotional ostrich

The case of the interpretation of this case belongs to the type of avant-garde fashion people are sentimental, due to the characteristics of our house and the other has a great difference, so we bought our house is certainly a more sensible ostrich is a tall animal, coincident with the complex structure of our apartment layout

[M3 SAR]

Selection of case name three

High nest family

The case of the interpretation of this case belongs to high nest practical fashion on behalf of the dual structure of our apartment layout, and coincide we are small high-rise structure and target level of psychological needs

[M3 SAR]

Selection of case name four

Modern.Top

The name of the case is English in modern interpretation of "fashion" meaning representation combined with modern.Top English top fashion will be great in the visual impact on the strength

[M3 SAR]

Selection of case name

The name of our case is:

Desire loft (preferred) high nest family (alternate)

[M3 SAR]

The establishment of marketing theme (1)

There are four marketing themes for screening:

There is only one downtown area in Shanghai, and the "desire loft" is in the center of the city center

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Establishment of marketing theme (two)

Attic of desire - dream of achieving upper class

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Establishment of marketing theme (three)

Desire Loft - my world, my downtown area

[M3 SAR]

Establishment of marketing theme (four)

Desire Loft - my space, I decide

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Establishment of marketing theme (five)

Lust Loft - real downtown, real home

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Establishment of marketing theme (six)

Attic of desire - a person who has a strong desire for career and life

[M3 SAR]

Establishment of marketing theme

According to the above six marketing theme, we recommend the marketing theme

There is only one downtown area in Shanghai, and the "desire loft" is in the center of the city center

[M3 SAR]

The search for conceptual themes

The conceptual theme of the case is

The first 4S residence in the city centre

[M3 SAR]

The search for conceptual themes

Explanation of 4S

Sun (real sunshine residential) 4, 8 meters wide, 11 meters deep into the only Second (full duplex residential) 65-74M2 South full duplex structure of South South, North and South Yue structure) all light ventilation design Spirit (theme, spirit) in the center of the desire Pavilion, 70s exclusive residential

[M3 SAR]

The search for conceptual themes

It should be noted that since the case is re positioned, it is not appropriate to propose a new concept, so we only need to put it in a fixed form in the selling point of the copy:

This case is fashionable and not prepared for all. It is fashionable and not prepared for all. It is only for the thought and desire of the cause

[M3 SAR]

Customer positioning options

Where is our customer?

(retail) + (investment), trendy young + discerning investors

[M3 SAR]

Customer positioning options (retail)

Individual characteristics:? Their age is about 30 years old, male to female ratio was 55:45, the male accounted for much? In the case of potential customers should be unwilling to mediocrity and the pursuit of fashion "aspirant youth", one of the cultural characteristics in common is young, energetic, ideological guard forward, especially active thinking, in the struggle of life. Special practitioner in special industry

[M3 SAR]

Customer positioning options (retail)

The target group of humanistic characteristics in common of the two is busy, busy, busy with their communication, convenience of traffic demanding? Most of them in real life to bear greater responsibility and pressure, in turn, they demand more on the "home"

Emphasize individuality, comfort, and total freedom;

[M3 SAR]

Customer positioning options (investors)

Most of them are successful people who invest in many places, such as stocks, futures, etc..

They have original vision and excellent judgement

Their understanding of the real estate than our sales staff also deep their strong sense of investment, is generally not easy to change the idea of their real estate locations require very high (higher investment returns) particularly sensitive to their return on investment (ROI fast) their property the launch date of the more stringent requirements (return to early)

[M3 SAR]

Media composition strategy

In view of the size of this case is not large, Huxing special, advertising costs less, in view of the size of the case is not large, Huxing special, less advertising costs, we suggest that the media portfolio strategy: strategy for:

Dahe hard advertising + Shanghai evening soft article +DM DM single + TV media

[M3 SAR]

Media mix strategy (newspaper)

In the newspaper media, our purpose is to form a strong impact in a short period of time. In the newspaper media, our purpose is to form a strong shock flow in a short time,

All in hard advertising Dahe put all soft advertisement in the Shanghai evening news on Dahe take "intermittent" take "intermittent" strategy to do Shanghai version of C in the newspaper on the first edition of C) to eliminate the retail (Shanghai version) destroy retail and A within the province looking for investment then do the A or B version within the scope of the search for investment

[M3 SAR]

Media composition strategy (TV)

In the television media, the TV media, we recommend the use of ten is very creative advertising to increase the visibility of the case

Highly creative TV commercials

The popularity of the project will be greatly improved in the short term, and the popularity of the project will improve rapidly in the short term"

[M3 SAR]

The media mix strategy (DM)

DM has three purposes

The use of DM in the carpet coverage of the surrounding area of the surrounding area to customers, DM A. customers using DM in the carpet coverage of the surrounding area to customers, to the surrounding areas with the intention of customers received DM three times, three times more than DM domain has received intention customer DM more than three times. Frankfurt quickly cleared the customer B. to nearby market competition effectively blocked C. on special industry for payment

[M3 SAR]

The main line of project promotion

Promotion policy of "two lines of light and shade"

[M3 SAR]

Main line of project promotion (open line)

"Hard line of" direct target customers hearts, because the body is not the case, the advertising expenses is limited, so be sure to out of Jones, in order to achieve the "borrowed boat"? In hard advertisements in the mainstream media "daihebao" for the position, through the text effect effectively and accurately, high quality, effective convey the real estate information on television in Shanghai, a set of two, a general principle is

The formation of "in the media combination and get rid of" burst "in media on the formation of" burst "and" get rid of scattering"

[M3 SAR]

The main projects (concealed articles)

In the dark quiet way of "soft" target customers through the brain, soft news and soft advertising and other forms of our target customers' interest, hobbies, personality, and their anger and happiness purchase habits are described in detail, with their psychological needs

Actively cooperate with the line from the side of the dark line open to contrast and echo

[M3 SAR]

The main line of project promotion (open wire chapter)

During the period of strong sales, mainly in the hard advertising selling release is the main form in the foundation for pre digestion of the customers, to the project itself good price to attract new customers through fashion, avant-garde, hard advertising form concise effective impact on the formation of customers? Also effectively intercept on the Silver Palace and Baolong Vista rally action, hard advertising to the mainstream media to occasion, hard advertising mainstream media, to supplement activities

To win

[M3 SAR]

The main line of project promotion (open wire chapter)

In the duration of the project, "double" and "total price" as the main demand point, from hard advertising, television media combination of three-dimensional attack, so as to distinguish the purpose of competition.

Advertising and SP activities are neck and neck, advertising and activities are neck and neck

Thaw win

[M3 SAR]

The main line of project promotion (open wire chapter)

During the period of late in the project? We will use one of the biggest advantages of recessive M3 SAR, target customers and pure perceptual identity, location of the project, then take the policy to target customers for targeted advertising (for example, in this case only for the night is still around the 12:00 for 9:00, time has entered the dream of people do not have the desire, the case has a strong desire to desire the attic of career and life of the people)

Something must be done, something must be done"

[M3 SAR]

Three phases of project promotion and dissemination

The first stage: the expansion of the surface to solve the problem of awareness of the project, the second stage: the quality of complete (to solve the project reputation issues)

The third stage: quasi docking (to solve project loyalty issues)

November 2023

December

April 2023

[M3 SAR]

Stage dissemination objectives and themes (preheat period (preheat period - opening period)

Adhere to the policy of "two hands", we should start two wars in the early stage.

A war to solve the problem of "expansion of the face", a war is a partial war in the city

Our stage dissemination objectives and themes (preheat period - opening period)

The second fist was a partial war

Concentration of superior forces in the city area to fight a war of annihilation (the specific steps are as follows): East and West Avenue and South Street intersection of billboards to re do, with a good visual guiding role. The carpet for the closure of foreshadowing by clamping the pages of newspaper "high frequency" and "high density" of Tube City bombing, Frankfurt within 2 kilometers with the intention of customers each received DM three times, resulting in M3 SAR to big action phenomenon.

M3 special zone "four big activities" shock wave

Second, high tide period, rising period, bedding period, first climax period

Our stage dissemination aims and themes (strong selling period)

After a strong spread of the warm-up period, there will be several effects

The regional customers (tube city and part of jinshuiqu customers) co