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1、,泰然雅居 年度营销推广执行案,2012年2月15日 COREAD共读地产,瑾献世纪海通集团,Annual marketing execution case,全年销售目标,保底销售1.5亿 力争2亿,Annual sales target,Guarantee strive to sales 150 000 000 200 000 000,2012推广聚焦,定位：泰然雅居 昌南最具性价比项目,方向：主抓刚性需求及首改需求客户,2012 to promote the focus,Positioning:stride Agile Chang South most cost-effective pro
2、ject,Direction:concentrating on the rigid demand and change the needs of customers,前期探讨成果,传播中全面围绕“昌南最具性价比”一诉求点展开 扩大泰然雅居客户面，增加昌南周边乡镇推广力度 深度挖掘现有老客户力量，有效促进老带新效果 持续保持项目热度，始终保持案场热销氛围 计划全年营销广告费用占销售额的2%，共计300万元,Pre-investigate the results,2%of the planned annual marketing and advertising expenses as a perc
3、entage of sales,for a total of 300 millionComprehensive around CHANGNAN most cost-effective,the selling point to expand the dissemination ofTo expand calmly Agile customers face,and increase the surrounding towns of CHANGNAN efforts to promoteDepth of excavation of existing and old customers the pow
4、er of the effective promotion of the old and new effectsContinue to keep the project heat,always keep the hot atmosphere of the case of field,Continued passenger volume reached about 500 groups,the introduction of the#6 and 7 focus on opening,泰然雅居2012全年营销计划：,2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月,完全前期定
5、购房源签约,针对6、7#房源进行全面续客，续客量达到500组左右,续客量达到500组左右，推出6、7#，集中开盘,完成6、7#定购房源签约工作，并针对剩余房源推出促销活动，全面拦截这一时期周边竞争楼盘集中推盘，同时推出8#。,考虑到这几个月将是天气炎热，是传统销售淡季，为依旧保持现场热度，针对剩余房源每月推出10套特价房，10套一口价，并每周举办暖场活动,开始准备3#续客,3#压轴楼王推出，并开始筹备年底销售任务冲刺,年末销售任务冲刺，适当加大促销力度，完成全年营销目标，力争达到2亿销售,Stride Agile 2012 annual marketing plan:,Completely p
6、re-determined buyers source contract of Building 7,6,7#listings continued off and continued passenger volume of about 500 groups,Complete 6,7#ordered listing contract work,and for the remaining houses to launch promotional activities,and intercept this period surrounding competitive real estate conc
7、entrated push the plate,and continued off and begin 8#,Taking into account the past few months will be hot weather,the traditional sales season is still to keep the site heat,introduced 10 sets of special housing for the remaining houses per month,a price of 10 sets,and holds weekly warm events,bega
8、n to prepare three#continued off,3 finale of#F,Wang introduced,and began preparations for the end of the task of selling sprint,Sales at the end of the sprint tasks,appropriate to increase promotional efforts,to complete the annual marketing objectives,and strive to achieve 200 million sales,Februar
9、y,March,April,May,June,July,August,September,October,November,December,Available media out to the streets,around the hot and the cost to expand the selling point,泰然雅居2012全年推广计划：,2月 3月 4月 5月 6月 7月 8月 9月 10月 11月 12月,开始筹备6、7#推广相关物料,昌南最具性价比楼盘形象推广及现场包装全面铺开,速效媒体出街，诉求点围绕热销及性价比等展开,保证每月3-4个1/4版头版报广，全面拦截周边竞争楼
10、盘客户，诉求点以震撼巨惠等形式出现，强化销量,此阶段为活动密集期，通过“夏日清凉节，夜幕电影，现场抽奖”等系列活动，保持现场热度，并持续通过报广释放促销信息,制造紧迫感，以全新楼王形象亮相，辅以促销信息，凸显性价比,促销信息全面爆发，短信轰炸式覆盖，乡镇海报派发，巡展等，刺年度销售任务,Stride Agile 2012 full-year promotion plan:,Begin preparations for 6,7#to promote related materials,CHANGNAN most cost-effective real estate to promote the
11、image and on-site packaging is in full swing,Ensure the monthly 3-4 1/4 front-page newspaper broad,comprehensive intercept surrounding competitive real estate customers,the selling point is the form of a shock huge benefits such as strengthening sales,This stage for intensive activities of the cool
12、summer festival,the night movie,on-site lottery and other series of activities to keep the field heat,and continued through the reported wide release promotions,Create sense of urgency,new floor,king of image appearance,combined with promotional information,and highlights the cost-effective,Full-blo
13、wn promotional information,SMS bombing coverage township posters distributed,tour,gill annual sales tasks,February,March,April,May,June,July,August,September,October,November,December,分阶段营销推广执行,Phased marketing to promote the implementation of,第一阶段,推广目标：45天，续客量达到500组；营销目标：6、7#共计170套房源，开盘当天去化80%以上,Th
14、e first stage,Promote the objectives of:45 days,continued passenger volume reached 500 group;Marketing objectives:6,7#,a total of 170 suites sources,the opening day of the of more than 80%,营销主线,活动时间：2012年3月1日5月31日（8#开盘）活动形式：客户交纳10000元诚意金办理“泰然雅居购房护照”，有效期为2012年全年，凭“护照”购买可享受全年优先选房权、享受案场优惠外额外1个点优惠、并从办理月
15、开始，凭“护照”到售楼处登记可享受每月递增1000元累积优惠，每次开盘后未选中房源的“护照”优惠金额清零，但仍可优先享受下批房源的选房权。,启动“年度无忧购房计划”,Marketing the main line,Start the year worry-free purchase plan,Time:March 1,2012-December 31,Form of activity:the customer pay the earnest money of 10,000 yuan Agile stride buyers passport,valid for 2012 as a whole c
16、an enjoy the full-year priority right to the election room,with the passport to buy,enjoy an additional case field concessions Incentive to sales offices,and handling month,with the passport registration can enjoy every month 1000 yuan cumulative preferential listings passport preferential amount cl
17、eared,each time after opening is not selected,but can still be given priority access to approved the listing of the election right to housing.,辅助策略,活动时间：2011年3月1日6、7#房源开盘当天活动形式：客户只需支付选购房源的首付款，由开发商为购房者垫付月供款至2012年底，之后月供款由购房者自己负责，购房时开发商与客户签订一个补充垫付月供协议。活动意义：此策略为促动客户办理“泰然雅居购房护照”的积极性，并能够有效的激励客户购房心态，有效带动销售
18、。本活动只限贷款30年。活动演示：如按照一套80的房源来算，按照均价4900元/计算，总价39.2万。首付30%=11.76万 贷款70%=27.44万 月供约=1500元 垫付月供最高优惠1.44万。,轻松置业 购房0月供计划,Supporting strategy,Easily Property buyers 0 monthly plan,Time:March 1,2011-6,7#listing the opening dayForm of activity:customers pay only for optional availability of the first payment
19、,the buyers by the developer for advance monthly payments to the end of 2012,monthly payments by the buyers,buyers,developers and customers to sign a supplementary advance for the month agreement.Activities of significance:this strategy is to catalyze the customers for the enthusiasm of the Agile st
20、ride buyers passport,and can effectively encourage customers to purchase mentality to effectively drive sales.This activity only 30-year loan.?Activities demonstrates:If,according to a set of 80 square meters of houses to count,in accordance with the average price of 4900 yuan/calculate the total pr
21、ice of 392,000.?Down payment 30%=117 600 70%=274,400 loan for the month for the maximum discount of 13 500=1500 yuan advance month.,辅助策略,活动时间：2011年3月1日2012年12月31日活动形式：凡是由南昌县业主推荐成功的新客户购买泰然雅居，只需出具南昌县商品房购买合同或房产证，推荐客户可享受1000元现金奖励，新客户可享受免1年物业管理费。包含象湖新城业主。活动意义：通过全民的传播，提升泰然雅居市场关注度，最大化拓展客户面。,昌南置业潮 老带新全面升级,S
22、upporting strategy,CHANGNAN Property influx of old with the new fully upgraded,Time:March 1,2011,2012 December 31,Form of activity:Any recommendation by the owners of Nanchang County in the success of new customers to buy stride Agile,just issued by Nanchang County real estate purchase contract or r
23、eal estate license,recommended that customers can enjoy a$1,000 cash reward,new customers are exempt from property management fees.Contains the owners like the Lake Metro.Activities significance:the spread of the whole people,improve stride Agile market attention,to maximize the expansion of the cus
24、tomer face.,媒体组合策略,长效媒体,速效媒体,昌南片区户外,莲塘公交站台,项目现场围墙,项目楼体发光字,项目楼体巨幔,主流报纸头版,精准短信群发,莲塘派发海报,邮政DM单,南昌搜房网,Media mix strategy,Long-term media,Available media,Chang Southern Area outdoor,Liantang bus station,The project site fence,Project the House of luminous words,Project building body giant mantle,mainstre
25、am newspaper front page,Precise SMS group sending,Liantang distributed Posters,Post DM alone,Nanchang SouFun,昌南户外,在昌南迎宾大道、莲塘维也纳广场、或昌南客运站几个地点寻找合适户外点，做为项目长效媒体投放，有效拦截周边竞争项目客户，3月15日前完成。,Chang South Yingbin Avenue,the Liantang Vienna Plaza,or chang South Terminal at several locations to find the right ou
26、tdoor,put on as a project long-term media,effectively blocking the surrounding competition project customers，Completed by March 15.,Site packaging,户外文案,置业昌南 看了泰然雅居再决定,Outdoor copy,年度无忧购房计划全面启动 0月供惠聚全城,Agile Property Chang South looked calmly and then decide,Annual worry-free purchase plan started Oc
27、tober the city for the benefit poly,以往未出街稿,公交站台,选择莲塘城区内几条主要道路旁公交站台，计划共计上10个左右画面，除文案上有极强的昭示性外，画面设计上建议通过“信封形式”，更能吸引目标客户群体关注度，3月15日前投放。,Select the Liantang city bus station,next to the main road within a few plans on a total of about 10 screen,in addition to the copy on the envelope in the form recomme
28、nded by the strong clear,the screen design,more attractive to the target customer groups attention，Completed by March 15.,Bus station,站台文案,Outdoor copy,From：泰然雅居（寄）,To：首次置业客户（收）,置业昌南 看了泰然雅居再决定年度无忧购房计划全面启动 0月供惠聚全城,购房0月供,泰然雅居LOGO电话、地址等,现场围墙,现场围墙全部进行更换，快速建立泰然雅居“昌南最具性价比”楼盘形象，有效打击周边竞争楼盘，争夺客源，3月1日前更换。,All
29、 of the site fence replacement,rapid stride Agile CHANGNAN the most cost-effective real estate image,to effectively combat the properties of the surrounding competition,competing for customers,March 1 replacement.,The scene wall,楼体发光字,House of luminous words,针对目前已封顶的1#楼体安装如图所示发光字体，字体面向于南北两侧，增强项目导视性以
30、及夜间昭示性，拦截周边竞争楼盘客户。3月15日前完成。,Cap#floor installation as shown in light font,font-oriented in the north and south sides,and enhance project guides as well as night clear,to intercept surrounding competitive real estate customers.Completed by March 15.,楼体巨幔,针对目前破旧的巨幔全部进行拆除，更换内容有效直击周边闽顺及正荣项目，有效拦截其目标客户群体，
31、3月1日前完成。,All of the old giant mantle removed,replace the content effective to hit the neighboring Fujian Province along Zhengrong project,effectively blocking its target customer groups,completed by March 1.,building body giant mantle,巨幔文案,不到泰然雅居 不买房,Giant mantle copy,0月供惠聚全城 年度无忧购房计划全面启动 恭迎莅临品鉴,Do
32、not buy less than a stride Agile,0 months for the benefit gather throughout the city year,worry-free purchase plan started to welcome the visit tasting,其它媒体通路,主流媒体报广 版面：头版/A版 频次：每周1篇 诉求：年度无忧购房计划,短信群发 模式：竞争楼盘来电群发/昌南及青云谱群发 频次：每周100万条,海报派发 对象：莲塘城区/周边乡镇扫街 频次：每周2000份 诉求点：性价比,DM直邮 对象：莲塘各事企业单位/莲塘一中 频次：每月10
33、00份,搜房网 模式：首屏通栏广告/软性媒体报道 性质：每月组织一次看房团活动,mainstream media reported widely layout:front page/A Frequency:Every one aspirations:the annual worry-free purchase plan,SMS group sending modes:competitive real estate calls mass/mass chang South and Qingyunpu frequency:1 million a week,Posters distributed ob
34、jects:the Liantang city/surrounding villages and towns street-sweeping frequency:2,000 a week selling point:the cost,DM direct mail object:the Liantang all things business units/Liantang an intermediate frequency times:1000 per month,SouFun modes:screen banner ads/soft media reports Nature:Monthly o
35、rganize showings activities,Other media channels,第一阶段广告费用,合计62万,The first phase of advertising costs,Total 620 000,营销中心包装及物料,Marketing center packaging and materials,门前彩虹门,泰然雅居“年度无忧购房计划”全面启动,In front of Rainbow Gate,Started the year worry-free purchase plan stride Agile,门前红地毯,红地毯从精神堡垒位置一直铺设至售楼处大门，两侧
36、补充花卉,In front of the red carpet,The red carpet the bastion position has been laid to the sales office door,看房通道,由工地入口处包装看房通道至项目样板房,Showings channel,Packaging by the site entrance showings access to the project model room,其它包装内容,售楼处天花板彩球悬挂，与活动公司谈好，每隔3天更换一次,增加一套音响设备，播放音乐，强化销售现场热销氛围,项目现场制作两个易拉宝，一个为“无忧计
37、划”内容，一个为“0月供”内容,Sales office ceiling ball hanging on a good,and activities of the company every three days to be replaced once,Additional set of audio equipment,play music,and strengthen the sales site selling atmosphere,The project site to the production of two roll up,and a worry-free plan content
38、,a 0 months for Content,Other media channels,物料制作内容,6、7#户型图印制，各加印2000份（于2012年3月1日前完成）,规划以“年度无忧购房计划”为中心的宣传海报，印制1万份（3月1日前完成）,印制500份6、7#定购书以及“年度无忧购房计划”补充协议（3月1日前完成）,6,7#size chart printed,printed 2,000 copies each(as at March 1,2012 to complete),Planning to the the year worry-free purchase plan as the
39、center of the posters,printed 10,000 copies(completed on March 1),Printed 500#6,7 order book as well as the the year worry-free purchase plan Supplemental Agreement(March 1 completed),Material produced content,制作2000份“年度无忧购房计划”购房护照（3月1日前完成）,准备1000份价值10元左右礼品，用于购买“购房护照”的客户赠送,Produced 2,000 copies of t
40、he the year worry-free purchase plan purchase passports(March 1 completed),Clients presented to prepare the gifts in 1000 were about$10,for the purchase of the buyers passport,第一阶段包装制作费,合计6.64万,The first stage of the packaging production costs,Total 66400,第一阶段营销费用合计68.64万,Marketing costs of the firs
41、t phase of a total of 686 400,第一阶段推广从3月1日正式开始实行，计划续客周期约为45天左右，4月15日（周六）开盘，目标续客量500组，营销费用约68.64万元。,The promotion of the first phase introduced from March 1,the plan continued off cycle about 45 days,April 17(Saturday)opening,the goal of continued passenger capacity of 500 group,the marketing costs of
42、 about 686,400 yuan.,第二阶段,推广目标：乘胜追击，持续项目热度；营销目标：通过前期热销，带动8#销售，开盘销售80%；,The second stage,Promotional goals:win the ongoing project Reduo;Marketing objectives:By pre-selling to drive sales of the#8 opening of sales to 80%;,营销主线,根据调研了解，这一将会是昌南区域大量同质化产品密集入市期，在此阶段，利用6、7#所剩余房源以“一口价、特惠房”等方式抢占市场客源，全面拦截周边竞争楼
43、盘客源，另外借此噱头为8#楼的开盘续客。,营销拦截战 利用前期剩余房源为炒作噱头,Marketing the main line,Marketing intercept war the use of pre remaining houses for speculation gimmick,Research to understand,this will be Chang Southern regional intensive to enter the market of a large number of homogeneous products at this stage,the use o
44、f 6,7#the remaining houses in the way of a price,special room to seize market sourcefully intercept the surrounding competitive real estate source,another gimmick to take off 8#floor opening continued.,辅助策略,抓住“金5月”黄金销售期，广告全面下乡拦截五一小长假返乡客群，主动出击占领乡镇资源，拉动乡镇客群购房需求。通过乡镇墙体广告、条幅、派发海报、定期巡展等一系列方式扩大泰然雅居在周边乡镇区域
45、影响力。,先发制人 推广全面下乡 抢占乡镇客群,Supporting strategy,Easily Property buyers 0 monthly plan,To seize the golden May gold sales of advertising comprehensive countryside interception return of 51 small holiday customer base,take the initiative to the occupation of the township resources,stimulating the demand f
46、or the purchase of the township segments.Township wall advertising,banners,distribution of posters,and regularly tour a number of ways to expand stride Agile in the surrounding township area.,营销策略,不断向外界释放泰然雅居热销信息，并同事辅以“年度无忧购房计划”倒计时，强力向潜在购房客户施压，促使他们尽快到现场登记，并且能够在一定程度上迫使五一返乡客户没有犹豫时间。,“年度无忧购房计划倒计时”，制造紧迫
47、感,Marketing strategy,Annual worry-free purchase plan countdown to create a sense of urgency,Constantly released to the outside world calmly to AGILE selling information,and colleagues supplemented by the the year worry-free purchase plan countdown,strong pressure on buyers and potential customers,pr
48、ompting them to the scene as soon as possible registration,and can to some extent,forcing fifty-onereturn of the customers do not hesitate to time.,推广文案,错过将不只是等待,Promotion copy,年度无忧购房计划办理倒计时，最后X天,Miss will not just wait,The year worry-free purchase scheme as the countdown,the last X days,臻藏房源4500元/一
49、口价同步发售中,Treasure houses of 4500 yuan/a price synchronization sale,推广文案,好房子总是给有准备的人,Promotion copy,年度无忧购房计划办理倒计时，最后X天,Good room always to those who are prepared,The year worry-free purchase scheme as the countdown,the last X days,臻藏房源4500元/一口价同步发售中,Treasure houses of 4500 yuan/a price synchronization
50、 sale,乡镇文案,您来的正是时候,Promotion copy,泰然雅居“年度无忧购房计划”最后限量办理中,You came just in time,Stride Agile worry-free purchase plan for the year last limit processed,臻藏房源4500元/一口价同步发售中,Treasure houses of 4500 yuan/a price synchronization sale,开盘文案,为106位刚需置业者而来,Promotion copy,8#创变N+1新品即将耀世登场，敬请期待,For the 106 just ne
