文档介绍：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
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 project
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 percentage of sales, for a total of 300 prehensive around CHANGNAN most cost-effective, the selling point to expand the dissemination of To expand calmly Agile customers face, and increase the surrounding towns of CHANGNAN efforts to promote Depth of excavation of existing and old customers the power of the effective promotion of the old and new effects Continue 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 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 pre-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 petitive real estate concentrated 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 sit