XXXX·

年度營銷推廣執(zhí)行案2012年2月15日瑾獻世紀海通集團Annualmarketingexecutioncase全年銷售目標保底銷售1.5億力爭2億AnnualsalestargetGuaranteestrivetosales1500000002000000002012推廣聚焦定位：XXXX昌南最具性價比項目方向：主抓剛性需求及首改需求客戶2012topromotethefocusPositioning:strideAgileChangSouthmostcost-effectiveprojectDirection:concentratingontherigiddemandandchangetheneedsofcustomers前期探討成果傳播中全面圍繞“昌南最具性價比”一訴求點展開擴大XXXX客戶面，增加昌南周邊鄉(xiāng)鎮(zhèn)推廣力度深度挖掘現(xiàn)有老客戶力量，有效促進老帶新效果持續(xù)保持項目熱度，始終保持案場熱銷氛圍計劃全年營銷廣告費用占銷售額的2%，共計300萬元Pre-investigatetheresults2%oftheplannedannualmarketingandadvertisingexpensesasapercentageofsales,foratotalof300million

ComprehensivearoundCHANGNANmostcost-effective,thesellingpointtoexpandthedisseminationof

ToexpandcalmlyAgilecustomersface,andincreasethesurroundingtownsofCHANGNANeffortstopromote

Depthofexcavationofexistingandoldcustomersthepoweroftheeffectivepromotionoftheoldandneweffects

Continuetokeeptheprojectheat,alwayskeepthehotatmosphereofthecaseoffieldContinuedpassengervolumereachedabout500groups,theintroductionofthe#6and7focusonopeningXXXX2012全年營銷計劃：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

購房源簽約針對6、7#房源進行全面續(xù)客，續(xù)客量達到500組左右續(xù)客量達到500組左右，推出6、7#，集中開盤完成6、7#定購房源簽約工作，并針對剩余房源推出促銷活動，全面攔截這一時期周邊競爭樓盤集中推盤，同時推出8#。考慮到這幾個月將是天氣炎熱，是傳統(tǒng)銷售淡季，為依舊保持現(xiàn)場熱度，針對剩余房源每月推出10套特價房，10套一口價，并每周舉辦暖場活動,開始準備3#續(xù)客3#壓軸樓王推出，并開始籌備年底銷售任務沖刺年末銷售任務沖刺，適當加大促銷力度，完成全年營銷目標，力爭達到2億銷售StrideAgile2012annualmarketingplan:Completelypre-determinedbuyerssourcecontractofBuilding76,7#listingscontinuedoffandcontinuedpassengervolumeofabout500groupsComplete6,7#orderedlistingcontractwork,andfortheremaininghousestolaunchpromotionalactivities,andinterceptthisperiodsurroundingcompetitiverealestateconcentratedpushtheplate,andcontinuedoffandbegin8#Takingintoaccountthepastfewmonthswillbehotweather,thetraditionalsalesseasonisstilltokeepthesiteheat,introduced10setsofspecialhousingfortheremaininghousespermonth,apriceof10sets,andholdsweeklywarmevents,begantopreparethree#continuedoff3finaleof#F,Wangintroduced,andbeganpreparationsfortheendofthetaskofsellingsprintSalesattheendofthesprinttasks,appropriatetoincreasepromotionalefforts,tocompletetheannualmarketingobjectives,andstrivetoachieve200millionsalesFebruary

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OctoberNovemberDecemberAvailablemediaouttothestreets,aroundthehotandthecosttoexpandthesellingpointXXXX2012全年推廣計劃：2月3月4月5月6月7月8月9月10月11月12月開始籌備6、7#推廣相關物料昌南最具性價比樓盤形象推廣及現(xiàn)場包裝全面鋪開速效媒體出街，訴求點圍繞熱銷及性價比等展開保證每月3-4個1/4版頭版報廣，全面攔截周邊競爭樓盤客戶，訴求點以震撼巨惠等形式出現(xiàn)，強化銷量此階段為活動密集期，通過“夏日清涼節(jié)，夜幕電影，現(xiàn)場抽獎”等系列活動，保持現(xiàn)場熱度，并持續(xù)通過報廣釋放促銷信息制造緊迫感，以全新樓王形象亮相，輔以促銷信息，凸顯性價比促銷信息全面爆發(fā)，短信轟炸式覆蓋，鄉(xiāng)鎮(zhèn)海報派發(fā)，巡展等，刺年度銷售任務StrideAgile2012full-yearpromotionplan:Beginpreparationsfor6,7#topromoterelatedmaterialsCHANGNANmostcost-effectiverealestatetopromotetheimageandon-sitepackagingisinfullswingEnsurethemonthly3-41/4frontnewspaperbroad,comprehensiveinterceptsurroundingcompetitiverealestatecustomers,thesellingpointistheformofashockhugebenefitssuchasstrengtheningsalesThisstageforintensiveactivitiesofthe"coolsummerfestival,thenightmovie,on-sitelottery"andotherseriesofactivitiestokeepthefieldheat,andcontinuedthroughthereportedwidereleasepromotionsCreatesenseofurgency,newfloor,kingofimageappearance,combinedwithpromotionalinformation,andhighlightsthecost-effectiveFull-blownpromotionalinformation,SMSbombingcoveragetownshippostersdistributed,tour,gillannualsalestasksFebruary

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OctoberNovemberDecember分階段營銷推廣執(zhí)行Phasedmarketingtopromotetheimplementationof第一階段推廣目標：45天，續(xù)客量達到500組；營銷目標：6、7#共計170套房源，開盤當天去化80%以上ThefirststagePromotetheobjectivesof:45days,continuedpassengervolumereached500group;

Marketingobjectives:6,7#,atotalof170suitessources,theopeningdayoftheofmorethan80%營銷主線活動時間：2012年3月1日—5月31日（8#開盤）

活動形式：客戶交納10000元誠意金辦理“XXXX購房護照”，有效期為2012年全年，憑“護照”購買可享受全年優(yōu)先選房權、享受案場優(yōu)惠外額外1個點優(yōu)惠、并從辦理月開始，憑“護照”到售樓處登記可享受每月遞增1000元累積優(yōu)惠，每次開盤后未選中房源的“護照”優(yōu)惠金額清零，但仍可優(yōu)先享受下批房源的選房權。啟動“年度無憂購房計劃”MarketingthemainlineStarttheyearworry-freepurchaseplanTime:March1,2012-December31,

Formofactivity:thecustomerpaytheearnestmoneyof10,000yuan"Agilestridebuyerspassport,validfor2012asawholecanenjoythefull-yearpriorityrighttotheelectionroom,withthe"passport"tobuy,enjoyanadditionalcasefieldconcessionsIncentivetosalesoffices,andhandlingmonth,withthe"passport"registrationcanenjoyeverymonth1000yuancumulativepreferentiallistings"passport"preferentialamountcleared,eachtimeafteropeningisnotselected,butcanstillbegivenpriorityaccesstoapprovedthelistingoftheelectionrighttohousing.輔助策略活動時間：2011年3月1日—6、7#房源開盤當天

活動形式：客戶只需支付選購房源的首付款，由開發(fā)商為購房者墊付月供款至2012年底，之后月供款由購房者自己負責，購房時開發(fā)商與客戶簽訂一個補充墊付月供協(xié)議。

活動意義：此策略為促動客戶辦理“XXXX購房護照”的積極性，并能夠有效的激勵客戶購房心態(tài)，有效帶動銷售。本活動只限貸款30年。

活動演示：如按照一套80㎡的房源來算，按照均價4900元/㎡計算，總價39.2萬。

首付30%=11.76萬貸款70%=27.44萬月供約=1500元墊付月供最高優(yōu)惠1.44萬。輕松置業(yè)購房0月供計劃SupportingstrategyEasilyPropertybuyers0monthlyplanTime:March1,2011-6,7#listingtheopeningdayFormofactivity:customerspayonlyforoptionalavailabilityofthefirstpayment,thebuyersbythedeveloperforadvancemonthlypaymentstotheendof2012,monthlypaymentsbythebuyers,buyers,developersandcustomerstosignasupplementaryadvanceforthemonthagreement.Activitiesofsignificance:thisstrategyistocatalyzethecustomersfortheenthusiasmofthe"Agilestridebuyerspassport",andcaneffectivelyencouragecustomerstopurchasementalitytoeffectivelydrivesales.Thisactivityonly30-yearloan.?Activitiesdemonstrates:If,accordingtoasetof80squaremetersofhousestocount,inaccordancewiththeaveragepriceof4900yuan/㎡calculatethetotalpriceof392,000.?Downpayment30%=11760070%=274,400loanforthemonthforthemaximumdiscountof13500=1500yuanadvancemonth.輔助策略略活動時間間：2011年3月1日—2012年12月31日活動形式式：凡是由南南昌縣業(yè)業(yè)主推薦薦成功的的新客戶戶購買XXXX，只需需出具南南昌縣商商品房購購買合同同或房產(chǎn)產(chǎn)證，推推薦客戶戶可享受受1000元現(xiàn)金獎獎勵，新新客戶可可享受免免1年物業(yè)管管理費。。包含象象湖新城城業(yè)主。。

活動動意義：：通過全全民的傳傳播，提提升XXXX市市場關注注度，最最大化拓拓展客戶戶面。昌南置業(yè)業(yè)潮老老帶新全全面升級級SupportingstrategyCHANGNANPropertyinfluxofoldwiththenewfullyupgradedTime:March1,2011,2012December31,Formofactivity:AnyrecommendationbytheownersofNanchangCountyinthesuccessofnewcustomerstobuystrideAgile,justissuedbyNanchangCountyrealestatepurchasecontractorrealestatelicense,recommendedthatcustomerscanenjoya$1,000cashreward,newcustomersareexemptfrompropertymanagementfees.ContainstheownersliketheLakeMetro.Activitiessignificance:thespreadofthewholepeople,improvestrideAgilemarketattention,tomaximizetheexpansionofthecustomerface.媒體組合策略略長效媒體速效媒體昌南片區(qū)戶外外蓮塘公交站臺臺項目現(xiàn)場圍墻墻項目樓體發(fā)光光字項目樓體巨幔幔?主流報紙頭版版精準短信群發(fā)發(fā)蓮塘派發(fā)海報報郵政DM單南昌搜房網(wǎng)MediamixstrategyLong-termmediaAvailablemediaChangSouthernAreaoutdoorLiantangbusstationTheprojectsitefenceProjecttheHouseofluminouswordsProjectbuildingbodygiantmantle?mainstreamnewspaperfrontpagePreciseSMSgroupsendingLiantangdistributedPostersPostDMaloneNanchangSouFun昌南戶外在昌南迎賓大大道、蓮塘維維也納廣場、、或昌南客運運站幾個地點點尋找合適戶戶外點，做為為項目長效媒媒體投放，有有效攔截周邊邊競爭項目客客戶，3月15日前完成。ChangSouthYingbinAvenue,theLiantangViennaPlaza,orchangSouthTerminalatseverallocationstofindtherightoutdoor,putonasaprojectlong-termmedia,effectivelyblockingthesurroundingcompetitionprojectcustomers，CompletedbyMarch15.Sitepackaging戶外文案置業(yè)昌南看看了XXXX再決定Outdoorcopy年度無憂購房房計劃全面啟啟動0月供惠聚全城城AgilePropertyChangSouthlookedcalmlyandthendecideAnnualworry-freepurchaseplanstartedOctoberthecityforthebenefitpoly以往未出街稿稿公交站臺選擇擇蓮蓮塘塘城城區(qū)區(qū)內(nèi)內(nèi)幾幾條條主主要要道道路路旁旁公公交交站站臺臺，，計計劃劃共共計計上上10個左左右右畫畫面面，，除除文文案案上上有有極極強強的的昭昭示示性性外外，，畫畫面面設設計計上上建建議議通通過過““信信封封形形式式””，，更更能能吸吸引引目目標標客客戶戶群群體體關關注注度度，，3月15日前投投放。。SelecttheLiantangcitybusstation,nexttothemainroadwithinafewplansonatotalofabout10screen,inadditiontothecopyontheenvelopeintheformrecommendedbythestrongclear,thescreendesign,moreattractivetothetargetcustomergroupsattention，CompletedbyMarch15.Busstation站臺文案OutdoorcopyFrom：XXXX（寄寄）To：首次次置置業(yè)業(yè)客客戶戶（（收收））置業(yè)業(yè)昌昌南南看看了了XXXX再再決決定定年度度無無憂憂購購房房計計劃劃全全面面啟啟動動0月供供惠惠聚聚全全城城購房房0月供供XXXXLOGO電話話、、地地址址等等現(xiàn)場場圍圍墻墻現(xiàn)場場圍圍墻墻全全部部進進行行更更換換，，快快速速建建立立XXXX““昌昌南南最最具具性性價價比比””樓樓盤盤形形象象，，有有效效打打擊擊周周邊邊競競爭爭樓樓盤盤，，爭爭奪奪客客源源，，3月1日前前更更換換。。Allofthesitefencereplacement,rapidstrideAgileCHANGNANthemostcost-effectiverealestateimage,toeffectivelycombatthepropertiesofthesurroundingcompetition,competingforcustomers,March1replacement.Thescenewall樓體體發(fā)發(fā)光光字字Houseofluminouswords針對對目目前前已已封封頂頂?shù)牡?#樓體體安安裝裝如如圖圖所所示示發(fā)發(fā)光光字字體體，，字字體體面面向向于于南南北北兩兩側(cè)側(cè)，，增增強強項項目目導導視視性性以以及及夜夜間間昭昭示示性性，，攔攔截截周周邊邊競競爭爭樓樓盤盤客客戶戶。。3月15日前前完完成成。。Cap#floorinstallationasshowninlightfont,font-orientedinthenorthandsouthsides,andenhanceprojectguidesaswellasnightclear,tointerceptsurroundingcompetitiverealestatecustomers.CompletedbyMarch15.樓體巨幔幔針對目前前破舊的的巨幔全全部進行行拆除，，更換內(nèi)內(nèi)容有效效直擊周周邊閩順順及正榮榮項目，，有效攔攔截其目目標客戶戶群體，，3月1日前完成成。Alloftheoldgiantmantleremoved,replacethecontenteffectivetohittheneighboringFujianProvincealongZhengrongproject,effectivelyblockingitstargetcustomergroups,completedbyMarch1.buildingbodygiantmantle巨幔文案案不到XXXX不不買房房Giantmantlecopy0月供惠聚聚全城年年度無無憂購房房計劃全全面啟動動恭迎迎蒞臨品品鑒DonotbuylessthanastrideAgile0monthsforthebenefitgatherthroughoutthecityyear,worry-freepurchaseplanstartedtowelcomethevisittasting其它媒體通通路?主流媒體報報廣版版面：頭版版/A版頻次次：每周1篇訴求求：年度無無憂購房計計劃短信群發(fā)模模式：：競爭樓盤盤來電群發(fā)發(fā)/昌南及青云云譜群發(fā)頻頻次：：每周100萬條海報派發(fā)對對象：：蓮塘城區(qū)區(qū)/周邊鄉(xiāng)鎮(zhèn)掃掃街頻頻次：每周周2000份訴求點點：性價比比DM直郵對對象：蓮蓮塘各事企企業(yè)單位/蓮塘一中頻頻次次：每月1000份搜房網(wǎng)模模式：首首屏通欄廣廣告/軟性媒體報報道性性質(zhì)：每月月組織一次次看房團活活動?mainstreammediareportedwidelylayout:frontpage/AFrequency:Everyoneaspirations:theannualworry-freepurchaseplanSMSgroupsendingmodes:competitiverealestatecallsmass/masschangSouthandQingyunpufrequency:1millionaweekPostersdistributedobjects:theLiantangcity/surroundingvillagesandtownsstreet-sweepingfrequency:2,000aweeksellingpoint:thecostDMdirectmailobject:theLiantangallthingsbusinessunits/Liantanganintermediatefrequencytimes:1000permonthSouFunmodes:screenbannerads/softmediareportsNature:MonthlyorganizeshowingsactivitiesOthermediachannels第一階段廣廣告費用媒體渠道規(guī)格數(shù)量訴求點價格備注戶外廣告1年度無憂購房計劃0月供15萬/半年包含墨山立交橋戶外畫面更換公交站臺350X150cm10年度無憂購房計劃0月供5萬/半年選擇繁華路段樓體發(fā)光字待定1項目案名/電話1萬3月15日前完成樓體巨幔7*16m1打擊競爭樓盤1500元3月1日前完成現(xiàn)場圍墻整段項目性價比5000元圍墻全部更換報紙廣告?每周1篇年度無憂購房計劃0月供、項目性價比20萬（5篇）3月1日起投放海報派發(fā)每周兩千份年度無憂購房計劃0月供、項目性價比3500元3月1日起派發(fā)DM直郵每月一千份年度無憂購房計劃0月供、項目性價比5萬3月1日起派發(fā)短信群發(fā)周100萬條年度無憂購房計劃0月供、性價比、老帶新15萬3月1日起發(fā)送南昌搜房網(wǎng)4周年度無憂購房計劃搜房網(wǎng)看房團10萬3月15日出街合計62萬ThefirstphaseofadvertisingcostsTotal620000營銷中心包包裝及物料料Marketingcenterpackagingandmaterials門前彩虹門門XXXX““年度無憂憂購房計劃劃”全面啟啟動InfrontofRainbowGateStartedtheyearworry-freepurchaseplan"strideAgile門前紅地毯毯紅地毯從精精神堡壘位位置一直鋪鋪設至售樓樓處大門，，兩側(cè)補充充花卉InfrontoftheredcarpetTheredcarpetthebastionpositionhasbeenlaidtothesalesofficedoor看房通道由工地入口口處包裝看看房通道至至項目樣板板房ShowingschannelPackagingbythesiteentranceshowingsaccesstotheprojectmodelroom其它包裝內(nèi)內(nèi)容售樓處天花花板彩球懸懸掛，與活活動公司談談好，每隔隔3天更換換一次增加一套音音響設備，，播放音樂樂，強化銷銷售現(xiàn)場熱熱銷氛圍項目現(xiàn)場場制作兩兩個易拉拉寶，一一個為““無憂計計劃”內(nèi)內(nèi)容，一一個為““0月供”內(nèi)容Salesofficeceilingballhangingonagood,andactivitiesofthecompanyeverythreedaystobereplacedonceAdditionalsetofaudioequipment,playmusic,andstrengthenthesalessitesellingatmosphereTheprojectsitetotheproductionoftworollup,andaworry-freeplancontent,a"0monthsforContentOthermediachannels物料制制作內(nèi)內(nèi)容6、7#戶型圖圖印制制，各各加印印2000份（于于2012年3月1日前完完成））規(guī)劃以以“年年度無無憂購購房計計劃””為中中心的的宣傳傳海報報，印印制1萬份（（3月1日前完完成））印制500份6、7#定購書書以及及“年年度無無憂購購房計計劃””補充充協(xié)議議（3月1日前前完完成成））6,7#sizechartprinted,printed2,000copieseach(asatMarch1,2012tocomplete)Planningtothetheyearworry-freepurchaseplan"asthecenteroftheposters,printed10,000copies(completedonMarch1)Printed500#6,7orderbookaswellasthetheyearworry-freepurchaseplan"SupplementalAgreement(March1completed)Materialproducedcontent制作作2000份““年年度度無無憂憂購購房房計計劃劃””購購房房護護照照（（3月1日前前完完成成））準備備1000份價價值值10元左左右右禮禮品品，，用用于于購購買買““購購房房護護照照””的的客客戶戶贈贈送送Produced2,000copiesofthetheyearworry-freepurchaseplanpurchasepassports(March1completed)Clientspresentedtopreparethegiftsin1000wereabout$10,forthepurchaseofthebuyerspassport第一階段包包裝制作費費媒體渠道規(guī)格數(shù)量完成時間價格彩虹門12012年3月1日200元紅地毯50米2012年3月1日3000元看房通道2012年4月1日5萬元氣球包裝2012年3月1日200元易拉寶22012年3月1日200元戶型圖?各2000份2012年3月1日1000元定購書1000份2012年3月1日300元購房護照2000份2012年3月1日1500元禮品1000份2012年3月1日1萬元合計6.64萬ThefirststageofthepackagingproductioncostsTotal66400第一階段營營銷費用合合計68.64萬Marketingcostsofthefirstphaseofatotalof686400第一階段推推廣從3月1日正式開始始實行，計計劃續(xù)客周周期約為45天左右，4月15日（周六））開盤，目目標續(xù)客量量500組，營銷費費用約68.64萬元。ThepromotionofthefirstphaseintroducedfromMarch1,theplancontinuedoffcycleabout45days,April17(Saturday)opening,thegoalofcontinuedpassengercapacityof500group,themarketingcostsofabout686,400yuan.第二階段推廣目標：：乘勝追擊擊，持續(xù)項項目熱度；；營銷目標：：通過前期期熱銷，帶帶動8#銷售，開盤盤銷售80%；ThesecondstagePromotionalgoals:wintheongoingprojectReduo;Marketingobjectives:Bypre-sellingtodrivesalesofthe#8openingofsalesto80%;營銷主線根據(jù)調(diào)研了了解，這一一將會是昌昌南區(qū)域大大量同質(zhì)化化產(chǎn)品密集營銷攔截戰(zhàn)戰(zhàn)利用用前期剩余余房源為炒炒作噱頭MarketingthemainlineMarketinginterceptwartheuseofpreremaininghousesforspeculationgimmickResearchtounderstand,thiswillbeChangSouthernregionalintensivetoenterthemarketofalargenumberofhomogeneousproductsatthisstage,theuseof6,7#theremaininghousesinthewayofaprice,specialroom"toseizemarketsourcefullyinterceptthesurroundingcompetitiverealestatesource,anothergimmicktotakeoff8#flooropeningcontinued.輔助策略抓住“金5月”黃金銷銷售期，廣廣告全面下下鄉(xiāng)攔截五五一小長假假返鄉(xiāng)客群群，主動出出擊占領鄉(xiāng)鄉(xiāng)鎮(zhèn)資源，，拉動鄉(xiāng)鎮(zhèn)鎮(zhèn)客群購房房需求。通通過鄉(xiāng)鎮(zhèn)墻墻體廣告、、條幅、派派發(fā)海報、、定期巡展展等一系列列方式擴大大XXXX在周邊鄉(xiāng)鄉(xiāng)鎮(zhèn)區(qū)域影影響力。先發(fā)制人推推廣全面面下鄉(xiāng)搶搶占鄉(xiāng)鎮(zhèn)客客群SupportingstrategyEasilyPropertybuyers0monthlyplanToseizethe"goldenMaygoldsalesofadvertisingcomprehensivecountrysideinterceptionreturnof51smallholidaycustomerbase,taketheinitiativetotheoccupationofthetownshipresources,stimulatingthedemandforthepurchaseofthetownshipsegments.Townshipwalladvertising,banners,distributionofposters,andregularlytouranumberofwaystoexpandstrideAgileinthesurroundingtownshiparea.營銷策略不斷向外界釋釋放XXXX熱銷信息，，并同事輔以以“年度無憂憂購房計劃””倒計時，強強力向潛在購購房客戶施壓壓，促使他們們盡快到現(xiàn)場場登記，并且且能夠在一定定程度上迫使使五一返鄉(xiāng)客客戶沒有猶豫豫時間。“年度無憂購房房計劃倒計時時”，制造緊緊迫感MarketingstrategyAnnualworry-freepurchaseplancountdown"tocreateasenseofurgencyConstantlyreleasedtotheoutsideworldcalmlytoAGILEsellinginformation,andcolleaguessupplementedbythetheyearworry-freepurchaseplan"countdown,strongpressureonbuyersandpotentialcustomers,promptingthemtothesceneassoonaspossibleregistration,andcantosomeextent,forcingfifty-onereturnofthecustomersdonothesitatetotime.推廣文案錯過將不只是是等待Promotioncopy年度無憂購房房計劃辦理倒倒計時，最后后X天MisswillnotjustwaitTheyearworry-freepurchaseschemeasthecountdown,thelastXdays臻藏藏房房源源4500元/㎡㎡一口口價價同同步步發(fā)發(fā)售售中中Treasurehousesof4500yuan/㎡㎡apricesynchronizationsale推廣廣文文案案好房房子子總總是是給給有有準準備備的的人人Promotioncopy年度度無無憂憂購購房房計計劃劃辦辦理理倒倒計計時時，，最最后后X天GoodroomalwaystothosewhoarepreparedTheyearworry-freepurchaseschemeasthecountdown,thelastXdays臻藏藏房房源源4500元/㎡㎡一口口價價同同步步發(fā)發(fā)售售中中Treasurehousesof4500yuan/㎡㎡apricesynchronizationsale鄉(xiāng)鎮(zhèn)鎮(zhèn)文文案案您來來的的正正是是時時候候PromotioncopyXXXX““年年度度無無憂憂購購房房計計劃劃””最最后后限限量量辦辦理理中中YoucamejustintimeStrideAgile"worry-freepurchaseplanfortheyear"lastlimitprocessed臻藏房源源4500元/㎡一口價同同步發(fā)售售中Treasurehousesof4500yuan/㎡㎡apricesynchronizationsale開盤文案案為106位剛需置置業(yè)者而而來Promotioncopy8#創(chuàng)變N+1新品即將將耀世登登場，敬敬請期待待Forthe106justneedtohomebuyersfrom8#createvariableN+1newupcomingYiuWorlddebut,sostaytuned第二階階段營營銷費費用媒體渠道規(guī)格數(shù)量訴求點價格備注報紙廣告6年度無憂購房計劃倒計時25萬4月16日起投放短信全發(fā)周50萬條一口價特惠6萬4月20日起發(fā)送海報派發(fā)每周兩千份一口價、特惠房3500元4月21日起派發(fā)鄉(xiāng)鎮(zhèn)墻體5塊攔截鄉(xiāng)鎮(zhèn)客群及返鄉(xiāng)客10萬4月21日起投放鄉(xiāng)鎮(zhèn)條幅100條一口價、特惠房3000元4月21日起投放鄉(xiāng)鎮(zhèn)巡展接受鄉(xiāng)鎮(zhèn)客戶咨詢5萬4月21日起禮品派發(fā)1000份鄉(xiāng)鎮(zhèn)客戶禮品派發(fā)1萬合計47.65萬ThesecondphaseofmarketingcostsTotal476500第二階階段營營銷費費用合合計47.65萬Marketingcostsofthesecondphaseofatotalof476500第二階階段推推廣從從4月16日正式開始始，借助第第一波熱銷銷氛圍輔以以特價房帶帶動8#整體銷售，，消化第二二波106套房源的80%左右，在上上半年共計計實現(xiàn)回款款約1個億。ThepromotionofthesecondphasefromApril16,beginningwiththefirstwaveofhotatmospherecomplementedbyspecialroomtodrivethe#8overallsales,digestabout80%ofthesourceofthesecondwaveof106suites,thebacksectioninthefirsthalfoftheyearatotalofabout1million.第三階段推廣目標：：保持余溫溫，持續(xù)項項目熱度；；營銷目標：：消化前面面三棟剩余余尾房，為為年底沖刺刺做準備ThethirdstagePromotionalobjectives:tomaintainthewarmthoftheongoingprojectRedu;Marketingobjectives:todigestinfrontofthreeremainingWeifang,sprinttopreparefortheendof營銷主線在此期間，，因項目已已沒有新品品房源在對對外銷售，，故集中所所有力量消消化前期剩剩余房源，，分期首付付旨在最大大程度上吸吸納眾多購購買力不強強的群體。。客戶購房房只需支付付兩成或一一成首付，，剩余首付付款可在簽簽定購房合合同后三個個月內(nèi)繳清清，不收取取任何手續(xù)續(xù)費。分期首付吸吸納更多多購買力不不足客戶MarketingthemainlineInstallmentdownpaymenttoattractmorelackofpurchasingpowercustomersInthemeantime,theprojecthasnonewlistingsinforeignsales,itconcentratedallthepowertodigestpreremaininghousesdownpaymentininstallmentsdesignedtothemaximumextentpossibletoabsorbanumberofpurchasingpowerisnotstronggroup.Customerstopurchaseonlypay20%oronepercentdownpayment,theremainingdownpaymentcanbepaidoffwithinthreemonthsafterthesigningofpurchasecontract,anddoesnotchargeanyfees.輔助策策略在此期期間，，通過過組合合式促促銷方方式，，穩(wěn)固固項目目的市市場熱熱度。。每月月第三三周拿拿出10套（具具體數(shù)數(shù)量根根據(jù)實實際情情況確確定））特惠惠房，，作為為促銷銷房源源。每每月第第四周周拿出出10套（具具體數(shù)數(shù)量根根據(jù)實實際情情況確確定））做一一口價價，為為月底底銷量量沖刺刺。營銷組組合拳拳周周周有有優(yōu)惠惠月月月有有特價價SupportingstrategyMarketingmixboxingweekoffersmonthlydealsDuringthisperiod,throughthecombinedmarketingapproach,asolidmarketheatoftheproject.Thethirdweekofamonthoutof10setsofspecialrooms,(theexactnumberisdeterminedaccordingtotheactualsituation)asapromotionallisting.Thefourthweekofamonthcomeupwith10sets(theexactnumberisdeterminedaccordingtotheactualsituation)todoapricesalessprintfortheend.輔助助策策略略在促促銷銷期期間間，，通通過過密密集集的的活活動動策策略略，，持持續(xù)續(xù)保保證證現(xiàn)現(xiàn)場場人人氣氣，，形形成成熱熱銷銷氛氛圍圍。。以以互互動動式式、、利利益益式式、、互互動動式式等等系系列列活活動動帶帶小活動暖暖場大大活動促促銷SupportingstrategyThewarmeventpromotionofsmallactivitiesThroughintensiveactivitiesinthestrategyduringthepromotionalperiod,continuingtoensuresitepopularity,theformationofthehotatmosphere.Drivenheat,interactive,interests,interactiveseriesofactivitiesheldregularlywithanumberofpromotionaleffortstodrivetheprojectsales.暖場活動動Warmupactivities夏日清涼涼節(jié)暨夜夜幕電影影活動時間間：2012年7月20日—7月31日活動形式式：在XXXX售樓樓處門前前通過投投影儀播播放當下下最新電電影，邀邀請XXXX老老業(yè)主及及周邊住住民參與與，活動動持續(xù)10天，每天天晚上8點正式開開始，持持續(xù)2個小時。。參會者者不僅能能在炎炎炎夏日欣欣賞夜幕幕電影，，更能享享受XXXX免免費提供供的水果果、飲料料、點心心等美食食。活動意義義：小成本活活動，但但卻能持持續(xù)為項項目帶來來人氣，，并有效效的為項項目形成成口碑傳傳播，促促進項目目銷售。。SummertherefreshingFestivalnightfilmTime:July20,2012-July31Formofactivity:playthemomentthelatestmoviesthroughtheprojectorinfrontofthestrideAgilesalesofficesandinvitedtoThestrideAgileoldownersandsurroundingresidentstoparticipateinactivitiesfor10days,daily20:00,continuedtwohours.Participantsinthesummerheatcannotonlyenjoythenightmovie,betterenjoythefruits,beverages,snacksandotherfoodprovidedfreeofchargestrideAgile.Theactivitiesofsignificance:thesmallcostofactivities,butcancontinuefortheprojectpopularandeffectivefortheprojecttoformawordofmouthtopromotetheprojectsales.促銷活動Promotionalactivities優(yōu)惠你做主主，數(shù)錢你你最行活動時間：：2012年8月15日—8月31日活動形式：：活動期間，，由置業(yè)顧顧問電話或或短信告知知客戶到達達現(xiàn)場，通通過點算““練功券””鈔票，在在限定1分鐘內(nèi)算手手上鈔票總總數(shù)，點到到多少即可可享受多少少錢優(yōu)惠，，點的數(shù)目目不對則不不可享受優(yōu)優(yōu)惠。活動意義：：通過持續(xù)的的“數(shù)錢活活動”，不不但能保持持現(xiàn)場人氣氣，更能有有效促進一一批猶豫不不決的客戶戶快速下定定。DiscountuptoyoutocountthemoneyyoumostlineTime:August15,2012-August31Formofactivity:Duringtheevent,bythepropertyconsultantcallorSMStoadvisecustomerstoarriveatthescenebycounting"exercisescouponsnoteslimitedtooneminutetocountthetotalnumberofhandsmoney,pointtohowmuchmoneyyoucanenjoypreferentialpointThenumberdoesnotnotenjoythebenefits.Activitiesofsignificance:bycontinuingtocountthemoneyactivities",notonlycankeepthesitepopular,moreeffectiveinpromotinganumberofhesitantcustomerstoquicklymakeup.第三三階階段段營營銷銷費費用用媒體渠道規(guī)格數(shù)量訴求點價格備注報紙廣告10分期首付，一口價40萬7月1日起投放短信全發(fā)月100萬條分期首付、一口價6萬7月1日起發(fā)送活動費用40萬其他費用10萬合計計96萬ThethirdstageofmarketingcostsTotal960000第三三階階段段營營銷銷費費用用合合計計96萬Marketingcostsofthethirdphaseofatotalof960000第三三階階段段推推廣廣由由7月份份正正式式開開始始，，此此階階段段為為房房地地產(chǎn)產(chǎn)傳傳統(tǒng)統(tǒng)淡淡季季，，天天氣氣炎炎熱熱看看房房積積極極性性驟驟減減，，因因此此推推廣廣將將主主要要以以活活動動為為核核心心，，營營銷銷中中輔輔以以分分期期首首付付的的方方式式促促進進存存量量房房銷銷售售。。ThepromotionofthethirdstageofficiallybeganinJuly,atthisstagefortherealestatethetraditionallowseason,hotweathershowingsenthusiasmplummeted,sothepromotionwillfocusoncoreactivities,marketing,supplementedphaseddownpaymentforthestockofhousingsales.第四階階段推廣目目標：：形成成年底底最后后一波波熱潮潮紅紅火收收官；；營銷目目標：：完成成全年年營銷銷任務務，快快速去去化3#樓王ThefourthstageAimtopromote:theformationoftheendofthelastwaveofboomprosperousending;Marketingobjectives:thecompletionoftheannualmarketingtasks,andquicktomeltthe3#-F,Wang營銷主主線所有購購買XXXX客客戶，，首次次置業(yè)業(yè)群體體，即即可享享受除除正常常優(yōu)惠惠外，，額外外5個點優(yōu)優(yōu)惠；；凡所有有首次次置業(yè)業(yè)客戶戶購買買XXXX，可可享受受免征征收一一半契契稅優(yōu)優(yōu)惠；；凡所有有首次次置業(yè)業(yè)客戶戶購買買XXXX，可可獲得得價值值2000元物業(yè)業(yè)服務務費抵抵用券券；凡所有有首次次置業(yè)業(yè)客戶戶購買買XXXX，可可獲得得5000元房屋屋裝修修基金金（與與相關關裝修修公司司合作作，發(fā)發(fā)放裝裝修的的裝修修抵用用券））；年末收收官啟啟動動剛需需置業(yè)業(yè)保障障計劃劃MarketingthemainlineEndoftheyearendingstartjustneedtohomebuyersprotectionplanBuystrideAgile