Commercial real estate copywriting case Full draft of Dalian City Plaza advertising copy
Strategic Outline
In 2003, the battle for Dalian commercial real estate has entered a fierce stage. As a real estate project that monopolizes the core commercial area of ??Dalian and the city's scarce natural resources, City Plaza itself has natural advantages such as non-renewable and non-replicable. At the same time, its huge capital investment and complex property composition also determine its dominance. status. However, in the face of the current complex, changeable and fiercely competitive forms of war, the city square was born with the appearance of heaven. It should use the power of thunder to gather superior forces to conduct joint fire battles, so as to achieve full control of the general war administration and quickly The ultimate goal is to capture the target.
1. Two-dimensional weapons
(1) Newspaper media
Advantages: Visual media has a large information content and can be circulated and read repeatedly. It is suitable for Target customers make long-term rational appeals.
Disadvantages: Readers are required to take the initiative to accept appeals and lack strong stimulation.
"Dalian Daily": The party newspaper in Dalian area, with large circulation, wide coverage, high circulation rate, strong credibility and authority.
"Peninsula Morning News": Dalian local newspaper, highly interesting, large amount of information, low quotation but slightly less credible.
"Dalian Evening News": It has always been based on the policy of regionalization and civilianization. It has a wide audience and is a good media for coverage propaganda.
"New Business Daily": A newspaper directly under the "Dalian Daily", it is also a party newspaper and has the same authority as the major newspapers. It focuses on business information reporting and has a lower price.
Publication strategy: Comprehensive analysis of the characteristics of each media, while taking into account objective factors such as budget. We believe that City Plaza, as an "unprecedented" super-large real estate project in Dalian's real estate industry that combines resource monopoly and conservation, should be the first choice for the most authoritative media in order to effectively promote its image and establish market reputation - " Dalian Daily. In order to effectively integrate media power and cover the readership in the most effective way, one of the remaining three media will be focused on carrying out cluster bombing, and the other two will serve as auxiliary firepower. Considering comprehensive factors such as circulation, credibility, price, layout, and printing quality, among the three media, "New Business Daily" undoubtedly has more advantages. The layout is reasonable, the cultural quality of the readership is relatively high, and the composition elements are rich, fashionable, and It is highly readable and the content focuses more on economics, investment and other aspects, so "New Business Daily" was chosen as the focus.
In terms of media placement arrangements, advertising placements are rhythmic and coordinate with the promotion ideas and activity arrangements at each stage to achieve interlocking and smooth distribution. In terms of date arrangement, taking into account the reading habits of Dalian citizens and the negative impact of weekends and the May Day holiday on the media, it is not appropriate to arrange advertising releases at this time.
(2) Printing media
Printing media includes: 8P promotional leaflets and Northern Airlines magazine.
DM promotional foldout printing cost: 70,000 yuan/100,000 copies
Northern Airlines magazine advertising cost: 30,000 yuan/page?month*1month=30,000 yuan (discount Price after payment)
Total price: 100,000 yuan
Note: Due to the inconsistent charging standards of different hotels, the order will be discussed.
2. Air Weapons
(1) Radio Category
A. Real estate advertising sets for the five major radio stations in Dalian:
"City "Square" real estate advertisements cover ten columns of Dalian Radio's five channels in the form of nested broadcasts, ten times a day, 15 seconds each time. The specific time periods are the columns with the widest audience of each station, and the time covers the news channel " Central News and Newspaper Abstracts", "News Hour", "Today's Current Affairs", Economic Channel "Financial Prime Time", "Sunshine Journey", Literary Channel "Football World", "Brothers Sports", Traffic Channel "Dynamic Car World" ", "Xinwen Lianbo" and Peninsula Voice's "Happiness Ahead" and other highly listened column segments, and the above-mentioned listening content comprehensively covers the most popular daily concerns of the audience. At the same time, most of the listeners of the radio station are car owners and have great economic strength, which is in line with our target group positioning. Moreover, this form of repeated broadcasting is also conducive to our coverage advertising.
B. Cluster broadcast placement:
In order to more effectively conduct market hype, attract attention, and form a strong enough sales atmosphere during the opening period, "City Square" should On the basis of regular radio broadcasts, more deterrent radio advertisements will be broadcast at this time to make the release frequency more intensive, the effect more obvious, and the momentum more domineering. "City Square" real estate advertisements will cover the hourly hours of Dalian Radio's six channels within a week, from 6:30 to 18:30. The 1-minute-long advertisement will appear twelve times a day on each channel, and the total number of weeks will be 420 times.
(2) TV category
The "City Square" itself is a miracle in Dalian's real estate industry and a shocking news. In order to truly reflect the noble qualities of the project, we believe that TV advertisements should be concentrated on Dalian TV news programs, such as "News Panorama" (one set), "Xinwen Lianbo" (one set), "Dalian News" (one set), "City Discovery" (one set), "Life in Present Tense" (two sets), and "Blackjack Live Room" (two sets) are the most prime program slots of Dalian TV. The above-mentioned programs are deeply loved by TV audiences, and investors generally pay more attention to economic, news, current affairs and other programs, which will more effectively cover our target groups. Advertising adopts a combination of advantages and supplementary firepower, and the firepower is concentrated during the activity period and the strong sales period, so that the advertisement can achieve the most efficient communication effect
Publication strategy:
Segment Advertising Position Advertising Segment Length Number of Times from Monday to Thursday Number of Times from Friday to Sunday Total Price (after 25% off)
Set A News Magazine. Before News Panorama (about 18:27) 15 seconds 4200 7 5040 4 37170
Special set A in front of "Dalian News" (about 19:35) 15 seconds 5400 35 6480 31 292410
Set B in front of the Golden Theater (about 20: 01, Saturday before "Jiujiu Family Fun") 15 seconds 4800 7 5760 4 42480
Set C 15 seconds inserted in "City Discovery" 3000 6 3600 3 21600
"City" Soft reports in the "Discovery" column 1 minute 12,000 4 31,200 (after 65% discount)
Second set B, present tense column of life (about 20:27, Saturday/Sunday is the first interview time) 15 seconds 3000 7 3600 4 35400
Second set B 21 o’clock live room column is currently (about 20:58) 15 seconds 3000 35 3600 31 162450
Select Dalian TV News Comprehensive Channel (set ) "Dalian News" with higher ratings and "Blackjack Live Room" with the highest ratings of Life Channel (Second Set) are used as regular media, and will be released continuously from April 22 to June 26. As supplementary firepower, other columns are concentrated during the strong sales period of the project and the early stage of the event, in order to attract the attention of investors and make the sales rhythm of the project more perfect.
The release dates are:
Segment Advertising Position Advertising Segment Length Monday to Thursday Friday to Saturday
Set A News Magazine. Before News Panorama (Approximately 18:27) 15 seconds 4.28-29, 5.14-15, 5.20-22 4.26-27, 5.16, 5.23
A set of special A in front of "Dalian News" (approximately 19:35) 15 seconds April 22nd - June 26th
Set B in front of the Golden Theater (about 20:01, in front of "Long Time Family Fun" on Saturday) 15 seconds 4.28-29, 5.14-15, 5.20- 22 4.26—27, 5.16, 5.23
Set C 15-second interlude in "City Discovery" 4.28—29, 5.14—15, 5.20—22 4.26—27, 5.16, 5.23
One minute of the soft report in the "City Discovery" column is temporarily added according to different activities
Second set B before the present tense column of life (about 20:27, Saturday/Sunday is the first interview time) 15 Seconds 4.28-29, 5.14-15, 5.21-22 4.26-27, 5.16,
Second Set B Blackjack Room Column (about 20:58) 15 seconds April 22-June 26th
3. Long-range deterrence
(1) Houyan Overpass advertising street sign
With the arrival of the May Day Golden Week, foreign tourists flocked to Dalian , as a "city square" that aims to cover the entire Northeast, we should seize this rare historical opportunity at this time and leave an unforgettable impression in the minds of foreign investors. At the same time, in order to truly and effectively achieve the publicity effect, we should easily In order to achieve the purpose of radiation, we recommend that road sign advertisements be posted at the Houyan Overpass, the entrance to Dalian Expressway. Since most foreign tourists with financial strength travel by car for leisure, Houyan has become the only way to enter Dalian City. Posting road sign advertisements here, the advertisements are eye-catching, have high attention rates, and have wide coverage, and can easily reach " The effect of "four ounces makes a thousand pounds".
(2) Tianbai Building Advertising Signs
Make full use of the strong flow of people caused by various commercial real estate projects on Tianjin Street, and publish them on the Tianbai Building building located in the prime location of Tianjin Street Outdoor advertising will play a role in intercepting investors going to Tianzhi Mall, Tianhe Plaza, Xintianlong, Xiuzhu Plaza and other projects. As the saying goes, building momentum based on the situation and taking advantage of the successful results of competitors' market hype, Tianbai billboards will cleverly increase investors' exploratory psychology of "city squares", while increasing their own influence, they will also have a strong influence on competitors. Chasing and blocking can further increase investors' desire to invest in "city squares".
Total cost of advertising road signs: 100,000 yuan/two months, total area: 1,000 square meters
Under the strong attack of air weapons and on-site atmosphere, according to the trend of the battle, we There will be a targeted combination of ground offensive weapons, and its specific manifestation is the continuous use of activities and event marketing techniques to create offensives, striving to achieve staged victory results within a limited time.
The city square turned out to be Qingniwa Bridge and the giant Peng spread its wings
Joined forces with Tianjin Street *** Rongqing Niwa
Every city has its own The core business district's "core" meaning is reflected in its important features such as accommodating important shopping malls in the city, the concentration of commodity brands, the convergence of consumer groups, the highest purchase amount per consumer, the wide radiation area, etc., while other important features The business districts are either secondary business districts of the city, or are actually just an important part of the core business district.
Dalian is one of the top big cities in China, but it does not have the conditions for a megacity like Beijing to have two core business districts at the same time. The Qingniwa Bridge business district is now the core of Dalian The business district will also play an irreplaceable core position in the development and construction of Dalian in the future. Now that Dalian's planning and construction are reaching a climax, as a core business district, the development of Qingniwa Bridge has a long way to go, and the expansion of commercial space is imminent.
The emergence of city squares can be said to be the result of "the right time and the right location". From the aspects of urban planning and geographical conditions, the development of Qingniwa Bridge can only be expanded to the southeast. The city square is located on this irreplaceable gateway. It inherits the prosperous business spirit of Qingniwa Bridge and embraces Labor Park. A rare natural landscape, the hottest commercial location and the most unique natural scenery are all in one. The future commercial leader of Jiefang Road is none other than City Plaza. As the driving force for the sublimation of the Qingniwa business district, the construction of the city square has created a long-awaited left wing for the Qingniwa business district. As a result, the century-old Qingniwa will vibrate the giant wings on both sides of Tianjin Street and the city square, turning Kun Kun For Peng, we will soar upward and move towards a newer, more advanced and broader business era.
The perfect business format planning features have never been seen before
Three major planned blocks form a perfect commercial aircraft carrier (Southern District, Central District, North District)
Novel business formats Components to create a trendy and dynamic city
The leading large supermarket provides convenience for your leisure life
The unique and differentiated format planning of the city square makes up for the shortcomings of the Qingniwa business district and promotes The prosperity and development of Dalian business. The total commercial area of ??the city square is 75,000 square meters on the four floors above ground and one underground floor. It is divided into two parts, AB area and DE area. AB area will focus on introducing some new, strange and special business formats that have never been seen in the Dalian market. Such as comics area, sticker photo area, electronic technology area, dynamic cinema, weird house, etc., DE District regards Dalian citizens as a fashion window to connect with international trends as its own positioning and direction. Domestic supermarket giants will be located here, and many Various well-known brands have set up main stores one after another, and the food street on the first floor integrates the essence of food from all over the world. SPA, fitness center, and karaoke station have become models of the new generation of leisure and entertainment life. The city square has been scientific and advanced through international-level business planning. The proportioning method will make the city square's businesses attract strong market attention once they are launched. The flow of people gathered by the city square in the future will not only prosper the Qingniwa area, but also form an independent and unique strong business district.
Building a prosperous business atmosphere and attracting a huge flow of people
After the city square is completed, it will withstand the huge flow of people from all directions. First of all, the average daily shopping crowd of 800,000 people in Qingniwa Bridge will come here. The 220,000 permanent residents in Nanshan area will become loyal consumer groups of the city square. At the same time, the huge tourist and leisure flow of people in Labor Park will become a relatively fixed passenger flow in the city square. The CBD's White-collar consumer groups are attracted by the business formats of City Plaza and will regard it as their first choice for shopping and leisure.
The strength of the city square is not only due to the unique individual style, but also because the complementary advantages between industries form a strong whole. This is particularly important for the commercial part of the city square. The 3,000 permanent residents of the serviced apartments in the city square and the white-collar workers in the offices have formed a fixed passenger flow with strong spending power. The annual 100,000 tourists in the super five-star hotel have brought a more prosperous business atmosphere and Incredibly huge sales.
The most important thing in commercial operation is business atmosphere and people flow, which are the key to business success. We see that city squares undoubtedly have invincible advantages on these two points.
Build a business district instead of a shopping mall - create a large real estate with city squares
With China's accession to the WTO, Dalian, the "Pearl of the North", has become an international city and the most open and dynamic in the Northeast. As a gateway city, the renovation and upgrading of business districts keeps pace with the times. It has become the first choice for large domestic and foreign companies and business groups to seize the domestic market. Among them, the Central Business District (Central Business District, English abbreviation CBD) has played an irreplaceable and important role as a bridge and link for international business exchanges. It is the locomotive of urban economic development and a symbol of the degree of openness and economic strength of a country or region. The introduction of the concept of "Dalian" has provided an unprecedented new opportunity for commercial real estate development in Dalian's history.
The Qingniwa Bridge Commercial Circle is located in front of Dalian Railway Station, adjacent to Friendship Square to the east, Labor Park to the south, Xigang District to the west, and Tianjin Street to the north. There are currently 11 large-scale commercial stores in operation in this business circle, including the North Building and South Building of Dalian Shopping Mall, Maikal Dalian Shopping Mall, Zhongxing Building, Centenary City, Zhongshan Commercial Building, Dashang Qiulin Women's Store, Dashang Men's Store, Dashang New Mart, Victory Plaza. Currently under construction are Hongfu International Commercial Building, Zhenfu Shopping Mall, Beizhan's heroic railway station underground public building, and Zhenyi City Plaza, the new favorite of Dalian commercial real estate. It can be said that judging from the several commercial districts that have been formed in Dalian at present, the role played by Qingniwa Commercial District is irreplaceable. It is the mainstay of Dalian's shops. Of course, since most of Dalian's most powerful commercial enterprises are concentrated in this area, it is also the most competitive business district in Dalian. Taking the road of comprehensive development based on accurate market positioning is a major feature of the newly built shops in Qingniwaqiao. The city square, developed and constructed by Dalian Zhenyi Real Estate Development Co., Ltd., is positioned in a commercial street, instilling the concept of commercial blocks into people's minds, and presenting it as a commercial ocean. The city square is based on a large commercial block with four floors above ground and one underground floor. It is based on 30-story commercial and residential apartments, a 26-story super star hotel, a 30-story serviced apartment and a 30-story top luxury mansion. Ocean City has become the continuation of the southern part of the Qingniwaqiao business circle.
City Plaza is located in the southern part of Qingniwaqiao Commercial Circle, Dalian’s “first commercial district”. It is located in the heart of Zhongshan District, the financial and commercial center, starting from Yuguang Street in the north and Nanshan Road in the south. , starting from Jiefang Road in the west and Kunming Street in the east, with a total length of 300 meters from Jiefang Road to the north and south. It is composed of three major commercial sections, with a total planning area of ??27,900 square meters and a total construction area of ??over 100,000 square meters. center. As an exclusive large-scale comprehensive business center supporting the core CBD, it is adjacent to the 720,000-square-meter Labor Park and enjoys the extremely rare and rare natural ecological landscape in the city. It has an irreproducible location advantage. On the one hand, it can accommodate the average daily business flow of 800,000 people from Qingniwa and Tianjin Street. At the same time, it can also accommodate the steaming popularity of more than 200,000 office workers in Zhongshan Plaza, the "Dalian Central Business District", and the 200,000 working people in Nanshan area. With a consumer base of 10,000, and leisure crowds in Laodong Park, it forms a prime spot in the Qingniwa business district. Based on the development concept of "Building a business district instead of a shopping mall", the city square invited the top American design company EKO Design Office to design, leading the commercial layout of Dalian in advance planning. The theme park-style shopping city, the characteristic aerial "Champs Elysees" commercial district, and a 350-meter Wuzhou-style pedestrian street combine international fashion elements and the perfect "point, line, and surface" combination to form a strict business district structure and create a Develop vertical and horizontal consumption multiple circulation systems. Shanghai Lianhua, the giant domestic supermarket chain, will be the first to enter the store. It will become a comprehensive consumption area integrating tourism, sightseeing, entertainment, shopping, leisure, culture, sports and catering, with multiple business formats coexisting, and a fashionable shopping platform where wealth and intelligence meet, which can be easily owned by the urban elite. Qingcheng Ju presents a 30-story commercial and residential apartment, a 26-story super-star hotel, a 30-story serviced apartment and a 30-story top luxury mansion, becoming Dalian's leading international business and wealth circle.
City Square guards one of the main east-west arteries in Dalian City. It is the leading commercial planning site of Jiefang Road and is the intersection of commercial and business districts. It is the intersection of residential areas and commercial districts. It is also the radioactive planning center in municipal administration. It is the busiest transportation hub in Dalian City, with dozens of bus lines passing by. It is only 100 meters away from Zhongshan Road and 1 kilometer away from Dalian Railway Station. Ample underground parking spaces ensure smooth traffic.
Qingniwa Bridge is synonymous with Dalian business. In the future, the Qingniwa Bridge will surely become the heavy aircraft carrier of Dalian's business, and Zhenyi City Plaza will undoubtedly become the best fighter in commercial real estate. "Invest in the city square and enter Qingniwa" Zhenyi-city square will definitely make a wonderful contribution to the comprehensive transformation and upgrading of Dalian.
City Square TV Copy (3 minutes)
(China is entering the modern business era)
(Dalian, making every effort to become an international commercial capital in Northeast Asia)< /p>
(City Square - the Miracle of Northeast Commercial Civilization)
(Joined to Create the First Rongqing Niquan in the Business District)
City Square, Zhenyi Real Estate 2003 The world-shaking project of the year, costing billions, has a total construction area of ??150,000 square meters. It is close to Centenary City and is the only strategic location in the Qingniwa business district that can be expanded. It is also the leading project of the Jiefang Road reconstruction project.
Facing Labor Park and located in the heart of the CBD, this "unreplicable" location is truly unique and unique in the country.
(New business formats added to Qingniwa shops in the whole neighborhood)
(Leading anchor stores are stationed in ***Qingzhizhi Commercial Plaza)
Dalian’s first all-in-one shopping mall The concept of street shops has led to profound changes in Dalian’s business. Many well-known international and domestic large supermarkets (Shanghai Lianhua, CP Makro, Friendship Group, Trust-Mart, Carrefour, Wal-Mart) also like Yi City Plaza. The merchants have the shrewdest vision and their distinguished status is fully demonstrated.
(Thousands of stores in three major sections create a legendary business mall)
(Dynamic City)
Create Dalian’s first fashion position and introduce many leading brands in Dalian New, strange and special industries, (dynamic cinema, animation world, quirky boutique gallery, sticker photo area, eye-catching gallery, watch gallery, armor corridor, white-collar world, sports series area, Japanese and Korean high-tech zone, water bar, The rich and changeable business formats (Karaoke Box, GAME Club, Weird House) have achieved a diversified support situation, perfectly creating a strong temptation for fashion followers.
(Aerial Leisure New World)
Integrating the "Shanghai New World" design concept, using vertical transportation, independent vertical buildings and flat-floor corridors and other introduction methods, it is unique and diverse. , (designer corridor, lifestyle boutique corridor, SPA slimming, body and fitness, book bar, special Internet cafe, extreme entertainment city, health care area, skateboard city, rock climbing club, dream park) and introduces many well-known brands to drive consumption, We are now fully qualified to join.
(Wuzhou Style Famous Store Street)
The 300-meter-long complete pedestrian street connects the other two major commercial parts, and at the same time is organically integrated with the hotel club. Internationally renowned hotel industry alliances are stationed, comprehensive Introduce top international brand clothing and truly connect with the world. (p> World Trade Center) management experience, entering Dalian for the first time, fully serving the city square, providing the best service, and helping customers save money at all times.
(The world's top investment management ensures high investment returns)
Singapore Investment Management Company conducts overall shopping mall management, and can provide entrusted operations, investment promotion, leasing and diversified investments after customers invest. Operation and management consulting to ensure efficient operation of shopping malls and continued prosperity.
(The King of Thousands of Shops Once in a Century)
The out-of-print first-line street shop king in Qingniwa is now grandly launched. There are only more than 20 precious seats left. The first batch of buyers will enjoy unexpected Extraordinary surprise discounts are a rare opportunity. Please visit the City Plaza Sales Center in person.
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