Yang Guanghua Jingyuan Advertising Promotion Strategy Proposal (PPT Text Draft)
Brief introduction of Harmony Company
Outline of proposal
The first part: market research and judgment
Pluralistic Shanghai culture
Shanghai, however, is an open city in China 100, and it is also the most common and profound city in China to absorb western culture. With the Europeanization of Chinese style as its self-identity, it has formed its own unique Shanghai-style culture, which not only makes the Bund complex with "universal customs" a symbol of Shanghai, but also gives Shanghai the mind and courage it deserves as an international metropolis, so that people all over the world can find their own corner in Shanghai. The diversity of Shanghai culture makes Shanghai a city lacking the support of mainstream culture.
A new living concept and living culture can easily take root, sprout and grow in this cultural soil of Shanghai.
Left city versus right city-region
With the improvement of Shanghai's international status and the strengthening of domestic radiation, Shanghai's real estate market has formed Yangpu, Baoshan and Putuo in Puxi, with Shanghai locals as the mainstay; Huangpu, Jing 'an, Changning and Minhang are mainly foreigners; Pudong is dominated by new Shanghainese. Puxi, the left city, features a sense of history and perfect facilities, while Pudong, the right city, features modernization and internationalization. The temperament of the two cities is distinct and the difference is obvious.
Pudong's international temperament makes the self-centered initiative and the psychological characteristics of internationalization of home ownership obvious.
The central area of Pudong
Geometrically speaking, the origin is the dynamic basis for the development of things. Overlooking the project area, first of all, in terms of transportation, it is located not only in the inner ring road of Shanghai center, but also at the 90-degree right angle between Yangpu Bridge, the connecting skeleton between Pudong and Puxi, and Fuxing Tunnel on Zhang Yang Road, which is the power origin of Pudong. Moreover, as far as the community plate is concerned, it is located in the center of Lujiazui, Century Park and Jinqiao, which makes the community atmosphere and mature supporting radiation and influence among the plates gather here and become the life origin of the central community plate in Pudong.
The intersection of traffic dynamic origin and residential origin undoubtedly makes the project the central origin of Pudong.
Harmonious thinking:
City: A new living concept and living culture can easily take root, sprout and grow in this cultural soil of Shanghai.
Region: Pudong's international temperament makes self-centered initiative and international home ownership psychological characteristics obvious.
Lot: The intersection of traffic dynamic origin and residential origin undoubtedly makes the project the central origin of Pudong.
The innate advantages of the project itself make Yang Guang? Huajingyuan is well-deserved as the "new dynamic coordinate" of Pudong.
The second part: product judgment
100 square meter main apartment: enough to constitute the absolute attraction of the market.
Unique sightseeing elevator
M6 rapid transit
Mature supporting facilities with Hualian Supermarket and Jianping Middle School as the main body.
modern architecture
Tall and straight architectural lines
The central garden with birds and flowers.
A white-collar community that can fascinate urban white-collar workers.
Part III: Customer Judgment
A harmonious view:
Definition principle of target population
From the attribute point of view, the white-collar class in this area is Yang Guang? The basic population of Huajingyuan
However, in terms of integrated communication, we suggest that temperament and attitude towards life should be used as the criteria for dividing people, so that the project itself will have a "magnet effect" and clarify and maximize the communication effect with clear ideas.
Where are they?
1. Natural customers who have "regional land complex" and are very familiar with the plot.
2. Mainly white-collar workers in Jinqiao and Lujiazui, radiating customers around Zhangjiang and Waigaoqiao.
2. I am about 25-35 years old, with a college degree or above. I like free, happy, romantic and colorful urban dynamic life.
3. The monthly income is more than 6,000 yuan, and the annual family income is about 65,438+10,000 yuan.
What are they like?
Sketch white collar
Clothes are branded, and flowers are sold after 7 o'clock. The car is male and the wallet is ESPRIT's; The income is good and the bank card is overdrawn; Nutrition and high protein, buying a house (car) mortgage; The body is sub-healthy and the mind is gloomy.
Psychological characteristics of target customers
I am self-centered, and I am independent in my life.
Idea has her own views on life.
Internationalization has been influenced by western culture or studied abroad, and has an international temperament.
The mixture of Chinese and English is its main oral expression.
The Internet is inseparable from online life and eager to communicate with people.
Engaged in IT industry or IT products, has entered every aspect of life.
Hobbies, tastes and hobbies.
Inspired and passionate, inspired by life.
Indulge in an inclusive attitude
Does the target customer not meet the demand?
1. Being away from family life makes white-collar workers feel almost tired, inexplicably agitated, depressed and bored, and most of them gradually alienate romantic evenings and family life.
2. Complex interpersonal relationships make white-collar workers more and more hypocritical, and there are fewer and fewer friends to talk to. Social circles are divided into three major sequences according to the closeness of contact: classmates, fellow villagers and colleagues.
The high-intensity work every day makes white-collar workers exhausted.
More and more income, worse and worse physical fitness.
In short, they are
I had a beautiful vision, but I felt a little lost at that time.
I usually work hard to make money and go shopping on holidays.
Yearning for independent space, but unwilling to rest on its laurels.
A set of contradictions
A collection that needs to be subverted
Chapter IV: Project Positioning
Brand goal
Spokesman of Pudong white-collar workers
It represents the views of white-collar workers on career, life, life and home ownership.
What is Yang Guang?
Yang Guang is a real estate brand that grew up in Pudong under the background of an international new city.
Yang Guang is a brand with a new mainstream lifestyle in an international new city.
What does Yang Guang need?
Yang Guang brand goal:
Through the successful development and sales of the project, Yang Guang's brand goal with clear appeal and influence in a certain target group will be shaped, and all its projects will be highly integrated, so that Yang Guang's brand will rise to a higher level.
Brand Positioning of Yang Guang: New City, New Life and New Concept
A harmonious view:
Advertising is not for everyone to see, advertising language is not for everyone to understand, advertising patterns are not for everyone to like, no matter how beautiful and creative.
For a certain group of people, a certain tribe, find this goal accurately, and understand their living habits, cultural hobbies, consumption habits, and requirements for making friends. When they read our advertisements and our copybooks, they will have a * * * vibration in their minds and a harmonious reaction. In other words, the advertising pattern is the epitome of life, the photo of life, the wonderful reaction of life, and the advertising copy is the reader.
Positioning Yang Guang? Before Huajingyuan, we can try to observe three social phenomena. . . .
Department store VS self-service supermarket
Ten years ago, department stores swept the country. With the improvement of living standards, people expect to be more independent and free when shopping. As a result, supermarkets appeared, people's right to choose freely was respected, autonomy was explained to the maximum extent, and traditional department stores gradually became historical terms.
DOS mode VSwindos window
Ten years ago, it was difficult for people working in DOS mode to have the courage to imagine the "luxury" convenience Windows Windows. After questioning and arguing about Windows, Gates opened a revolutionary era.
Luxury VS passivity
200 square meters, 300 square meters, 500 square meters. . . .
This is a big building.
Large-scale luxury houses are confined indoors, and they are locked in their rooms when they go home. In fact, some rooms are seldom used. The only form is watching TV, monotonous and passive; This will only passively obey life and be a captive bird in the castle.
The creation of new life needs a leader; The popularization of new ideas needs pioneers.
Initiative is the highest level of human needs and the shortest way to realize them. We all have the right to live an active life, and we can all find the secret of active life. High-density happiness lies in active feelings. . . .
So, I think Yang Guang? Huajingyuan should advocate a positive attitude towards life on the level of outlook on life, be the master of life and career, take the initiative everywhere, and realize the value and realm of life.
On the level of life proposition, the owner who advocates that "I arrange life, not life arranges me" is always in an active position, controlling his own time, space and wealth, so as to maximize his personal happiness space.
On the living level, it is different from the previous "passive" living. Buying a large-sized mansion, in fact, rooms are rarely used. When I get home, I will watch TV in my room, which is monotonous and passive. Through active living, the living territory is not limited to indoor, but a wide range of living facilities and owners' living activities.
Positioning Yang Guang: Huajingyuan (stay 10 second)
Action life: a new concept of "active life" in international human settlement environment
Explanation: Act—-life is not only the level of life, but also the development of life proposition and outlook on life. The essence of his idea is to emphasize the autonomy of life-free choice, independent arrangement and natural enjoyment. It emphasizes comfort and initiative to satisfy life.
The advertising language is logical: autonomous region, international community.
Yang Guangyuan's life sketch (selling point integration)
Completely abandon the pain of traffic jam, and enjoy the sunset glow on the horizon at M6 speed on your own sightseeing elevator while others are still waiting on the way to and from work.
Taste the pure European-style "cappuccino" in the German chair on the outdoor balcony, and the melodious saxophone comes from the piano room next door. In the afternoon, the ocean is wide? Huajing Garden is always so "amorous feelings"
I made an appointment with some friends to go to Century Park on the weekend afternoon, which is a leisure appointment every weekend. Joan sat in the window of the bookstore next to the cafe, filled with warm breath, and continued to feel the infatuation of Haruki Murakami. ...
After moving in, you should be able to have classmates, friends and colleagues here to talk about life and career. Several neighbors sat in the central garden of the community, chatting about the film and television programs broadcast tonight, the World Cup, tasting their own collections of foreign wine, and the women talked about home decoration, flower arrangement, fabric, murals or flowers and plants planted in the backyard. Everything is related to life, with the same interests and happiness.
A spontaneous or advocated lifestyle allows people to enjoy the beauty of life quietly here, and at the same time, make themselves beautiful in life, taste the style and feelings of life, a cigar, a glass of red wine, or a book, and hang around in their backyard and sofa for an afternoon.
I like it here, because my life is like this, because I yearn for this life, because we can enjoy this life (location map)
Fifth, the overall marketing ideas
Reflections on Yang Guang's Brand Marketing
Project line and brand line * * with buckle.
On the main marketing line, in the early stage, the project brand was strengthened through the concept of ACTLIVING-the brand impression of "independent life and international community" was established-a group of customers were attracted and accumulated through activities-and it was sold well.
On the dark line, the group brands of "new city, new life, new concept" cooperate with each other to realize the brand strategy of Yang Guang brand and project brand touching and upgrading each other.
Division of promotion stage and demand
2. Basic strategies for project promotion
Conceptual active strategy
Our target customers are white-collar workers aged 25-35, who have their own unique outlook on life, career and life. Therefore, we can skillfully graft their ideas into the project brand concept Actliving, and through the establishment of the concept of Actliving, the project temperament itself will be "independent" attractive to customers, so as to achieve the win-win goal of final sales and brand.
Brand integration strategy
There are many projects under Yang Guang's banner, but they have never formed an overall synergy. We can make use of the numerous target customers of each project to enhance the popularity of Yang Guang brand through business alliances, VIP cards or the establishment of Yang Guang Club. At the same time, members can have the priority to obtain the mutual purchase right of various projects of Yang Guang and the priority to change houses, such as the initiative of repayment methods and the initiative of contractors.
Effective customer accumulation strategy
For the circle of white-collar workers, according to the degree of close contact, there are three major sequences: classmates, fellow villagers and colleagues. Therefore, in the organization of activities, alumni associations and industry elite associations can be held in Jinqiao, Lujiazui and other regions. Only in this way can we accumulate a large number of real tourists and establish a strong word-of-mouth communication channel.
Image endorsement strategy
White-collar workers have a strong idolatry and follow-up psychology. We can promote them to further understand and follow up the project through the image spokesperson strategy. However, if the image spokesperson of our project is themselves, it will arouse their madness and clear understanding of the project. Therefore, we suggest that the theme of the main image of the project should be white-collar images with different styles, and the selection of white-collar image spokespersons in Pudong, Shanghai should be a preliminary activity.
"Green Paper on White-collar Life" Strategy
This concept needs to be strengthened and supported to some extent. We turn Loushu into a series of books about project ideas and white-collar life. Make the project loushu very readable.
Network media strategy
The media that white-collar workers contact most in their daily work and life is the Internet. To this end, we can cooperate with Shanghai SouFun and Shanghai Hotline to release real estate and activity information in time to realize direct interaction with customers.
Community life promotion strategy
This project is mainly a lifestyle sales. To this end, in the middle of promotion, we can first move forward the future lifestyle, let the active life "actively" attract customers, and let customers become the owners of Huajingyuan Community unconsciously.
Template region strategy
A good house speaks for itself. Therefore, it is suggested that two single-family enclosed (including landscape, clean house and model house) Huajingyuan movable residential board areas must be established and completed before the opening. Not just a model house.
3. Advertising promotion performance
Add signs, main images, fences and newspaper boards.
The sixth promotion plan
Preheating time: 200411-May 2005.
Theme: Pudong, life starts now-life.
Objective: To establish brand impression and effectively accumulate real customers.
Strategy: Concept-oriented strategy and effective customer accumulation strategy are the main strategies.
Content:
Activity aspect
1. Alumni Association Promotion Activities
Objective: To accumulate customers through the alumni line and create a word-of-mouth communication channel.
Content: In Jinqiao, Lujiazui, Zhangjiang and other areas, the way of "Huajingyuan Alumni Association of a University" was adopted, and targeted customers were selected to carry out on-site celebration activities, such as weekend alumni theme salons (sports theme, cultural theme, art theme).
2. Activities of Industry Elite Association
Objective: To accumulate customers by industry lines and build word-of-mouth communication channels.
Content: In Jinqiao, Lujiazui, Zhangjiang and other areas, the way of "Pudong IT Elite Huajingyuan Friendship Association" was adopted, and the target customers were selected to carry out celebration activities on the spot, such as various theme salons (sports theme, cultural theme, art theme).
3. Image endorsement activities
Objective: To form a hot topic in the circle on the basis of undertaking previous activities.
Content: among the accumulated customer groups, the activities of selecting the new Pudong white-collar image spokesperson representing Huajingyuan are adopted. You can choose four representative white-collar workers with different personalities, which can be promoted as the main image of the project in addition to the purchase discount.
4. Participate in the exhibition
Media aspect
Plane: Huajingyuan-White-collar Apartment-Best (Highest)
Huaji-ing yuan-white-collar life (dynamic)
Huajingyuan-the owner of the city-the future
Soft text: calculate the ALD initiative of your family)
Active life: a brand-new concept and revolutionary direction
People from all walks of life are talking about active life.
Outdoor advertising and regular sales props
Opening hours: June to August, 2005
Theme: Huajing Garden, crowning the city life.
Objective: To achieve the opening sales target.
Strategy: Focus on brand integration and model regional strategy.
Content:
Activity aspect
1. Establish Yang Guang Customer Club.
There are many projects under Yang Guang's banner, but they have never formed an overall synergy. We can make use of the numerous target customers of each project to enhance the popularity of Yang Guang brand through business alliances, VIP cards or the establishment of Yang Guang Club. At the same time, members can have the priority to obtain the mutual purchase right of various projects of Yang Guang and the priority to change houses, such as the initiative of repayment methods and the initiative of contractors.
2. Launch the Green Paper on Active Living.
When the market opens, you can take the initiative to launch the Green Book of Life.
3. Buy prize-winning tourism activities
Overseas travel is a life complex for white-collar workers. Choosing a romantic and modern American tourist route is in line with their love for the west. As a means of promotion, lucky families are selected from buyers in Huajingyuan, and they can participate in the tour for free. Others can get discounts on buying houses, books such as styles or souvenirs such as red wine.
4. Complete the work in the sample area
Media section
Plane: wonderful life-the largest community
Moving-living in the smallest family
International neighbors-business is the easiest.
Soft text: Huajingyuan, representing white-collar workers.
Huajingyuan, let some white lead be extravagant.
Huajingyuan, let a part of life have a saying first.
Prosperous sales period: September 2005-65438+February.
Theme: Carry out "Active Life" to the end.
Activities:
1. Delivery activities
Hold a buffet in the name of the garden completion and the gathering of new and old owners, and invite the target groups to participate free of charge. At the same time, celebrities and live bands are widely invited to perform, and the buffet provided by star-rated hotels is extremely elegant, which is not only the friendship between owners, but also the promotion meeting of Huajingyuan project.
2. Online Free Life Imagination: Positive Life Imagination Competition
Media section
Plane: Teacher Wang's active life in Jianping Primary School.
Xiao Wang's active life in Jinqiao foreign-funded enterprises.
Manager Chen's active life.
Article 8 Promotion budget
Total expenses: calculated according to the sales amount of 500 million yuan, 1.2%, and 6 million yuan is accrued.
Advertising fee installment distribution table
Media fee table
Reprinted from the real estate e-net; /