With good development potential, Nanjing Road in Shanghai, Beijing, morphology, characteristics, between the modern commercial street facade between the rooms, every household wealth along the street shops stressed Southview Plaza Commercial Street set culture, characteristics of modernity in one planning concepts; and shops in the form, detached single-family sign shop, life management features.
investment concept: Teach your children do, as an emphasis on retail stores to stay and increase the value and benefit from the value of the investment reflects the consciousness of the Chinese people. Schematic diagram of the concept of transmission control based on the sales progress of wealth Southview Plaza Commercial Street, progress and marketing opportunities, we have developed a detailed schedule of sales, the formation of major breakthroughs, with Zhang relaxation, positive interactions promoted by sales of the situation.
phase media application date of the purpose of the preparatory work content of 5.10-5.20
① establish planning programs;
② preparatory work before the completion of the sale;
① site packaging is completed; ② promotional material in place; ③ advertising creative is completed; ④ sales training is completed; ⑤ marketing outlets and associated with the place;
① site advertising; ② houses the Department of Advertising; ③ outdoor advertising;
warm-up period 5.20-6.10
① convey real estate market; ② establish a preliminary image of the market;
① news reports started to convey government information; ② DM distribution; ③ call statistics and visitor reception; ④ telephone interviews; ⑤ temporarily receiving reservations
① newspaper ads; ② DM distribution -
momentum of 6.10 --- 6.30
① expand the publicity side, the development potential customers; ② Manufacturing popular public relations activities; ③ order to master a large number of customers;
① notice of the date of sale; ② telephone interviews; ③ DM handout; ④ large advertising and public relations and promotional efforts; ⑤ register to book
① newspaper ads; ② Television advertising; ③ outdoor advertising; ④ DM-
open strong sales increase of 7.1-7.30 ① spread surface, forming hot; ② for booking customer transactions;
① of a sales control; ② atmosphere to create the scene; ③ promote large-scale promotional activities held; ④ Promotion of mass media advertising; ⑤ outdoor cloth, flags atmosphere rendering; ⑥ public subscription
① newspaper ads; ② Television advertising; ③ outdoor cloth, flags; ④ DM distribution -
maintain strong sales to maintain sales of 8.1-8.30 ①; ② strong sales for the next phase of preparation, rally
① customers reflect the statistical analysis; ② no intention to return customers trading to push the transaction; ③ adjustment of the main stage to promote their products;
① newspaper ads; ② Television advertising; ③ DM distribution; ④ ⑤ Nanyuan Fortune Plaza, sales brochures, billboards;
secondary formation of strong secondary sales of 9.1-9.30 ① hot; ② promotion for existing homes; ③ resistance product promotion;
Atmosphere
① site; ② and business customers to stay ready; ③, large-scale promotion of existing homes; ④ Promotion of mass media advertising; ⑤ outdoor cloth, flags atmosphere rendering;
① newspaper ads; ② Television advertising; ③ DM distribution; ④ sales brochures, billboards; ⑤ posters; ⑥ outdoor cloth, bunting;
① late after the maintenance of clean-up of 10.1; ② maintain sales;
① create a business atmosphere; ② interpersonal communication; ③ to rent or for sale
① posters; ② outdoor cloth, bunting;
Karamay City Media Innovation consider the validity of the local media, we conducted media innovation to cope with this situation and enhance the advertising effect, reducing media costs.
Innovation 1: The launch of investment prospects, district business index, sales and price announcement, commercial developments, expert reviews, customer reviews, news and special news topics, hard advertising.
Innovation 2: Fortune Plaza Art ############## launch Southview, in consultation with the Government and screening company, the company bought a number of films every Saturday and Sunday broadcast in Times Square, on-site advertising and inserts the right to use classified ad We all, and long-term implementation of the program.
Innovation 3: Fortune Plaza Art ############## Nanyuan based market requirements, public relations or promotions in the promotion of activities with a number of theatrical performances.
★
preparatory phase of marketing strategy (5.10 --- 5.20) This phase focuses on the preparatory work before the stock market, the work done at this stage are as follows:
1, houses the Department of Functional Division of the Ministry of the decoration and fitting out houses layout programs can take advantage of existing resources;
2,
Rely solely on the profit model of book sales to publishers in today's rampant p, see sales strategy sales training sales staff training;
3, network marketing sales strategy of the establishment detailed in urban Sales
4, creating promotional materials promotional materials including brochures, posters and the first phase of DM (Southview Fortune Plaza Daily)
① number of sales brochures for the proposed P 12P, the use of Chinese printing; ② large 4 poster recommended to open the printing, distribution of promotional materials can be can be posted, in the language selection on the use of two languages printed Uygur and Han ;
③ DM (Southview Business Daily, Fortune Plaza) is recommended to open a large 4 color printing, each print run of 10,000 copies.
5, media applications ① the construction site advertising the site to set licensing, engineering and technical indicators graphic card, the site with banners for simple packaging; ② site wall with the wall site and advertising language identification system - I give you wealth for a unified construction of gauze packing ③ victory road towards the construction of proposed replacement for large gauze screen printing, and according to schedule, regularly increasing the height, in order to improve the utilization of on-site advertising. ④ houses the Department of the Ministry of advertising houses to set sand table, promotional display paintings, project main backplane, POP display panels, licensing legislation, 楼书 access to folders, hanging flags roof POP packaging; ⑤ Outdoor Advertising - The Ministry of houses center, with flags, flowers, lighting, packaging and identification results landscaping, to create a good atmosphere;
- to Southview Fortune Plaza intersection, the public square, bus station near the base of the oil, large outdoor billboards;
- select 10 or so vehicles do the bus body advertising; - buy a taxi after the glass panes
★ warm-up period (5.20 --- 6.10) at this stage to convey market information strategy aims to build the initial image, the specific operating strategy are as follows:
A, communication strategy
1,
Prada Sport Sunglasses, highlight the spread of the focus window of Karamay (Karamay cultural microcosm) of the image of the concept, emphasizing the image of the government projects and government support
2, dissemination of current news with special news in the form
3, current news spread of the theme ① image project started Karamay; Park and created a new world; South Garden Commercial Street,
Louis Vuitton Handbags, Fortune Plaza, new city shine to glory; ② special news Karamay window - Karamay cultural enrichment Southview Southview Fortune Plaza, Fortune Plaza, Commercial Street, Commercial Street, will override the commercial pattern of Karamay
4, media mix ① newspaper ads newspaper advertising mainly to the The main publishing current news; media focus on: Karamay TV ③ DM (
Daily Fortune Plaza Phase Southview distribution, distribution of time recommended in the June 5 about the main contents include: Editorial, Southview Fortune Plaza, when the fact that the dynamic business and investment trends, investment prospects, district business index, sales and price announcement, commercial developments, expert reviews, customer reviews, news and special news topics, hard advertising. ④ print media - brochures, mainly in houses departments; - in the downtown area and the distribution of posters displayed
B, a public relations strategy, public relations ① The main phase of public relations to government relations, focusing on projects that foster the image of the government's image and enhance market confidence - and strive to locate the image of the government Nanyuan Fortune Plaza project; - strive to be the Southview Karamay Fortune Plaza is positioned as tourist attractions; - strive to be the Southview positioning Karamay Fortune Plaza commercial demonstration Street - and strive to obtain special products Karamay street Tourism title ② media applications - through more government support enhance project the image and enhance public confidence; - provides a wealth of speculation for the dissemination of materials; - get free media coverage, mainly through support ③ policy application and dissemination of current events be applied speculation
2, media and public relations for major newspapers and television Karamay public relations, to strengthen bilateral relations, the environment for news dissemination.
3,
Prada Handbags, PR, Marketing Communications ① image projects Karamay topic - Fortune Plaza Court, Commercial Street, Jinan opening ceremony ② public relations goal - for completion by the opening to convey information, to strengthen market confidence; - to convey the image of engineering by opening location information to enhance project the image; - by founding the image of news and the expansion of communication; ③ activities: - Commercial Street, Fortune Plaza, in the South Garden at the opening ceremony for completion of on-site; - municipal leaders and invited guests on-site participation; - Invite live coverage news media; - invited to visit and to urge registered customers to make recommendations; ④ Event Location Southview Plaza Commercial Street, the scene of wealth,
Louis Vuitton Outlet Online, the main venue of choice in the houses before the Department; ⑤ activities at the time suggested that held around 5.25
momentum of (6.10 ----- 6.30) the stage of strategic objectives is to fully expand the dissemination of face, accept reservations for the next stage of public offering of the establishment of sales potential of selling;
A,
Christian Louboutin Outlet, communication strategy
1, spread the wealth focus fully transmissible Southview Plaza Commercial Street, planning features and functional orientation, emphasizing the commercial value of new business forms, and in spreading the concept of culture into a commercial street.
2, forms of communication - newspaper ads, soft paper with a hard Advertising; - television advertising, product advertising 30 seconds 15 seconds with the image of advertising communication;
3, spread the theme - the peak of wealth., cultural street - shopping,
Value of 108.015 billion yuan, dining, entertainment,
Yves Saint Laurent Shoes, leisure, tourism,
Coach Shoulder Bags, tourism in one of the major commercial street; - from the classic Campbell, the wealth today Circle - 6.18 Nanyuan Commercial Street, Fortune Plaza, opened its peak; - culture, characteristics of the modern commercial street
4, ① newspaper advertising media mix with Select: CCTV six, six sets of commercials in Xinjiang, with the title Karamay television advertising and TV drama 30-second spots advertising products advertising industry focused Southview Street, Fortune Plaza,
Gucci Online USA, shopping dining, entertainment,
Western food culture there are important differenc, leisure, tourism, tourism planning features and wealth, thriving atmosphere of 15 seconds to culture and image advertising image of the government works to promote point; ③ DM (introduced; ④ Southview Plaza Art ############## Fortune did not launch a weekly print media ⑤ - sales brochures, mainly in houses departments; - Replacement posters content and re-posted in the urban downtown area and distributed;
B, public relations public relations strategy to target customers at this stage mainly focuses on communication investment and wealth management Southview Plaza Commercial Street, the interests of the return, raising desire to buy.
1, PR Theme: Southview Plaza Commercial Investment and Wealth Management Value Analysis report - first registered customer exchange cum
2, public relations goal - with the intention of customers to strengthen communication, enhance customer awareness of products to enhance the confidence to buy; - will be fully explained by the analysis of commercial street planning and investment management features return; - expert The tone of the project for the special promotion, enhance the authority and credibility - through the scene a warm atmosphere, and promote customer reservations
3, activities - City leaders invited to speak and participate in discussion; - Commercial Street at the invitation of lecturers with extensive experience in Fortune Plaza on Commercial Street Nanyuan investment and business value analysis; - invite home investors on the Southview Plaza Commercial Street, investment for the wealth of explanation; - the intention to invite some of our customers for purchase Southview Plaza Commercial Street grounds of wealth Analysis - Registration issued an invitation to major business customers and increase Karamay exchange - to invited to participate in all forms of advertising business, all customers can receive expert advice, detailed by the sales staff exchanges; - make reservations during the exchange, you can select the preferred pavement
4, activities of dissemination - activities prior to the news and advertising divisions of hardware - the entire media campaign invited to participate - after the event in the major media publishing, newspapers report a thematic form of serialized content, film and television Media used live, and wear * current events - DM (Nanyuan Fortune Plaza Daily) report released this special edition, expanded print volume, distribution of major efforts in the city;
5, Date: June 20 proposal held around 6 Venue: XX Large conference room Hotel ★ public strong sales of (7.1 --- 9.30) at this stage is to take full advantage of the strategic objectives stage of the formation of the sales potential, the use of large-scale dissemination and the formation of hot promotions:
A, communication strategy
1, spread the wealth focus fully transmissible Southview Plaza Commercial Street, investment and business value, emphasizing the nature of their business and non-replicable
2, the form of newspaper ads spread - with the major efforts of the hard Advertising
Differentiated marketing strategy Pedestrian Stree
Linear Mode
