Article: celebrity endorsements in five foreign
gains and losses before the endorsement of the Changsha
Simon Yam Causeway Bay, the result? Shenzhen Causeway Bay is gone, Eastern Brilliance Instead, the developer has also long been rhetoric lies in the sign of hard to find. Real estate did not do it, his personal image also suffered some losses.
the other hand, Simon Yam as a Hong Kong film star early in this competition, new faces, dazzling the entertainment industry and even in people's minds, Simon Yam's appeal and popularity of reality is limited. Zhao Liang (now renamed the Zhao Chen) as a former host of well-known entertainment channels even more limited. As a Hong Kong star Simon Yam
, mature, manly, home buyers across the country, consistent with the project's temperament, but the interpretation of the career of Simon Yam plays the main role of a gangster, to a certain extent, the image does not project boost. And Zhao Liang young, beautiful, fashion, feeling a vase, and the project's temperament and orientation do not coincide. As located in the large houses, thick, mature, international community, Maggie Cheung is very suitable as a spokesperson, she was mature, beauty, grace, poise, while feeling a strong appeal and popularity.
spokesman for developers in the use of the time simply trying to communicate the project through the temperament of celebrity endorsements, deepening project the image, the image is more vivid to the project to expand the project's visibility. However, Simon Yam and Zhao Liang's endorsement, only to some consumers were aware of this project and did not allow consumers to have much between the two associations.
so developers put in with a large layout, the propaganda for celebrity endorsements, spent the money. But in fact, did not enhance the image of the project, it has done little to enhance the quality of the role. But also because of this, the project covered some good enough to touch the hearts of consumers selling points, such as geothermal systems, water features of the biological purification system, all Mitsubishi commercial elevator, 3.3-meter-storey, refined decoration-home lobby, 100 meters of floor space ... ... why do not you promote some substantive things?
positioning the big house - an adventure
look fancy royal seal of the International Unit Long Bar ,180-590 square meters of large size, macro-economic control after the 90/70 seems to have a very attractive, but this as a location, something like the salesperson says it is the scarcity of it? The so-called scarcity, not someone else, and he has the resources, or disappearing resources. Look at the real estate market in Changsha, sales reached more than 30 villas project, and many acres are on the tape. Moreover, the same size and price, in Changsha, can buy more beautiful than this environment, greater comfort, luxury community. Therefore, the project faces the brutal competition in the market.
the one hand, the high-end projects from the extra-territorial segregation of customers, especially in the broader market villa projects, such as the Inter-American story, Royal State, and the sun 100 terraced, Cang Long, Xiang Yi numbers.
the other hand, items from the area of customer differentiation polymerization. Honolulu, Raycom will face with the competition and close combat, all of Raycom as the garden house in Honolulu. The same location, the same external environment, different have real estate brand (one is Lenovo's real estate brands, a Hunan native enterprises), different products (one is the high level of large units, one garden house), the same positioning (both targeting high-end customers).
all of the large size of the project, increasing the risk of the project, as part of the small villa project area are still capable of high-rise apartment product, to expand the target groups, differentiated risk. In my opinion, all targeting the big house is an adventure trip. Although some people say that it implements the product differentiation, to fill gaps in the market.
such a large size, although the reference to Shanghai, Beijing, Shenzhen and other large size real estate development experience, but, Changsha market with these advanced international city of great diversity, and consumer psychology still has a certain difference. Such as the Beijing Star River, Asia Standard International, both in the near Chaoyang Park, Shenzhen Mangrove Bay, Mangrove West Coast, they are in Shenzhen Bay, the golden coast of Hangzhou, Oriental City, both of which are close to the Qiantang River, Shanghai Gold Line ... ... the grand cities of large size projects from the point of view, all have one thing in common good, with the scarcity of the external natural environment, or in the city's core area. Clearly, the Long Yu Xi International does not have such conditions.
media choices lead to project unity and the advantage of celebrity endorsements
selling point is masked single media arrangements. Royal Seal in the main to the International Long newspaper advertorial, mainly in the Xiaoxiang Morning abuts the top to take two full-page advertorial, together with a small amount of completely apart, but its outdoor location, not limited implementation of the client interceptor. Morning on the same time in two consecutive full-page advertorial, from architecture, landscape, water features, location and other factors promote all-round selling items, this way there will be a good effect?
developers to take in the newspaper for two consecutive full-page advertorial, on the one hand to spend a huge amount of advertising costs, on the other hand, in the face of the vast ocean of information, effective information to the project or selling implants a chord with the target group, the form of newspaper ads that clearly is not enough. In the rapid consumption of time, tens of thousands of messages every day, consumers are forced to accept, so lengthy advertorial, consumers can not bring the desire to read. So, while many items selling point, a lot of advantages and unique features, but when you try and demonstrate to consumers that, when full, in fact, there is no advantage and selling point in terms of the. Because there is no choice, because you would have said to ignore the results of the core selling point, lost chord struck targets in the notes.
need to purify the core selling point of the project need to be able to disintegrate the core of psychological defense spending advantage and continue to strengthen such a selling point,
timberland 2010, to increase their frequency of occurrence, and constantly add information to consumers implantation. Therefore, the media choose to have three-dimensional nature, and strive to effectively intercept and enhanced customer information. We can imagine a scenario
: a successful return to Changsha flights magazine ad to see the project back to the way the company can see the airport highway and the process of outdoor advertising, through the CBD core area, to see to the project's outdoor advertising, in the office waiting for the elevator when you can see the separate group of buildings advertising, back to the office open the newspaper and saw a newspaper advertisement of the project. But, unfortunately, those in the lung can not find the international royal seal.
sales department depression, lack of atmosphere and sense of dignity
sales department is the best place to showcase project to demonstrate the project's positioning and image, to stimulate consumer desire to purchase, the collapse of consumer psychology defense, so that consumers automatic surrender. Sales offices in the sales process used in the play and its important, but in the Lung Yu Yuxi international sales department of view, is its positioning point of view, the sales department renovation depression, only to pick an empty sand table above, the entire hall story For this project, it is not enough, not the atmosphere. And the larger proportion of sand table model, can not people see the panoramic view of the entire district, individual a feeling of constriction.
space and scale is the sales office there are some problems, can not honorable people, enjoy the emotional atmosphere. In fact, successful people like the condescending sense of self, which can be making a fuss in the sand table, sand table as Shen-style, or the surrounding sand table elevation. Changsha, sand table, such as placing the Olympic Garden, such as Beijing Star River's sand table display.
Although there is no business, but can not be immune to
purely residential community, can be said that the advantages of the project, but the developer abandoned the business part of the profits, but also a waste of resources. Area developed, even if the project is not commercial, but it can not prevent the interference of commercial project, the project can not be spared, after all, basically all commercial projects around the project, after all, still here after the subway, after all, from the Wuhan-Guangzhou Railway Station is here near. Time can not be spared, in part to develop business, increase profits when the project, the project does not affect the image in the business when the business can be considered. Is Greentown Osmanthus City street project the image of the business impact of it? The answer is no.
laws: the Long Yu Xi International Fair
7000 square meters of selling the center of Lake
100 米 wide Dongju
3.3 meters high
4.5 米 elevated levels
5 米 fine decoration hall
household using geothermal systems
73 business units configured five-star hotel elevator
Zhejiang University and Tongji University with high-tech biological treatment system, the establishment of a wetland ecosystem
Wuhan-Guangzhou Metro Area brings to upgrade
metro and planning the development opportunities brought
... ...
( rpm) in Lung Yu Xi Trader International Success
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