1. the purpose of the case name advertisement: the case name should be said to be the first step in real estate marketing planning. First of all, the name of the case can be described as the first advertisement and the most direct advertisement of the real estate, which not only supports the memory depth of the name of the case in people's hearts, but also supports the popularity of the project in the market. The name of the case can clearly locate the consumer groups, and developers can attract specific groups through the name of the case. This function of case name is most obvious in different development periods of the project. A good case name can attract consumers' attention, stand out among many real estates, show the characteristics of real estates, and pass these characteristics to consumers at the first time.
Text structure: 1) Ordinary developers: generally within five words; 2) Brand developer: generally within seven words; Entry point: ordinary developers generally take the characteristics of the project itself as the support point and the material and spiritual attributes of the project as the entry point. Brand developers generally continue their own brand style, most of them add the developer's brand name before the project name, or some simply name it after the developer's brand.
2. Advertising language: Advertising purpose: Advertising language is an advertising slogan and the essence of a project. It is a scientific preliminary analysis of the products, consumers and corporate culture concepts to be promoted by advertisements, an exploration of consumer demand, consumer psychology and many other fields, and a part of marketing strategy; Accompanied by the whole communication stage, it is also the core of the project. Many real estate projects like to use SLOGAN as the positioning language of the project.
Writing structure: (generally within 10) 1) Physical attribute 2) Spiritual attribute 3) Physical+Spiritual entry point: It can be considered from both physical and spiritual attributes. Physically, the biggest selling point of the project is the spiritual idea or commitment to the project.
3. Outdoor anti-aircraft gun advertising purposes: anti-aircraft guns, also known as traffic sign advertisements, are generally located at intersections or important sections of urban roads. On the one hand, they point out the direction for vehicles and pedestrians, on the other hand, they show the brand and image of enterprises for pedestrians. Anti-aircraft gun advertisements are generally located at intersections, which attract high attention from passers-by and can play a good role in communication. Anti-aircraft gun advertising has the characteristics of continuous release, such as continuous release throughout the whole process can show the momentum and strength of enterprises, with excellent results.
Writing structure: The main writing structure is similar to SLOGAN. 1) directly quotes SLOGAN. 2) Selling point of the project (advertising title). 3) Project location indication (such as XX meters ahead). Cut-in point: focus on the core image of the project, and you can directly put slogan or refine the core advantages of the project. The number of words depends on the characteristics of road traffic. For example, expressway is the car dealership. Fast, the number of words does not exceed 15. If the traffic in urban areas is slow and the target population is large, the number of words can be appropriately increased.
4. Advertising purpose of fences, road signs and guide flags: Because it is outdoors, the visual distance and visual speed of the viewer should be considered, so the text content is useless. You should grasp the core and main points of the project and write them clearly as far as possible, so as to leave a deep impression in a glance at the flowers and the garage.
Writing structure: generally 3-6 articles, and the core selling points can be described separately after finishing. 1) Basic information of the project 2) Advantages of the project+What are the benefits 3) Advantages of the project+What are the benefits+Benefits brought to customers Starting point: sort out the core selling points of the project according to the advertising purpose, analyze the psychology of the target group, and play with the concept of SLOGAN as the main line.
5. Advertising purpose of the exhibition board in the sales office: Customers usually go to the sales office to have a general understanding of the exhibition board content of the project without the specific explanation of the sales staff. The most important purpose of the exhibition board content is to let people have a clear basic understanding of the overall situation of the project after reading it. Therefore, the content of the exhibition board must show the core advantages of the project, arouse customers' goodwill and take the initiative to understand.
Writing structure: 1) main bid 2) main bid+text entry point: the main bid starts with the advantages of the core selling points of the project and starts with the benefits brought by the advantages, and makes a relatively complete exposition of the selling points.
6. Training on the core selling points of single-page, folding and newspaper clippings is a single printed matter for the purpose of publicity, and the content is the advantages of the project that needs to be known to customers. The best content is not too much, concise, illustrated and exquisite, which can impress customers and achieve the ideal propaganda purpose.
Writing structure: the content and writing of single page and folded face are generally planned according to the sales purpose. 1) Describe the core selling points of the project in a certain logical order. 2) explain one item separately (such as apartment type). Starting point: the content can be consistent with the content of the exhibition board, but the relationship between the parts is emphasized. Each point should have an overall core command, which is interrelated and one-to-one in style.
7. Poster advertising purpose: Recently, posters of real estate have been widely used. Many small projects use it instead of Loushu, and some projects use it instead of folding. This is a simple description of the overall characteristics of the project. Generally, a local map will be put on the back, which is not only convenient to carry, but also better than loushu and folding pages because of its strong practicability and high utilization rate.
Text structure: according to the project, the whole disk is introduced+each selling point is explained: theme+text+compulsory inclusion or theme+text (compulsory inclusion is integrated into the text). Breakthrough point: the same fold.
8. Loushu: The purpose of advertising is to enhance the overall image of the company and the real estate and promote the real estate. Exquisite, comprehensive and unique loushu is the best medium to show the image of the company and the real estate. Make customers fully understand the strength of developers and the characteristics of real estate, so as to strengthen the recognition of developers and their real estate.
Writing structure: preface (spiritual training)+image+planning+transportation+garden+supporting+property+education+apartment+team+background+back cover (basic information of the project). Breakthrough: In fact, loushu can also be regarded as the unfolding and perfection of folding, which links everything in the project with life and finally shows an attractive vision of life.
9. Purpose of print media advertising: Print media advertising is a very important and necessary part of real estate advertising and an important link between products and customers in real time. It has universality, timeliness and adaptability, and can be adjusted flexibly and effectively according to market changes. According to the sales strategy, it can be roughly divided into: 1, promotional advertisements. Most real estate advertisements belong to this type. The main purpose of advertisements is to convey information about the real estate sold and attract customers to buy it. 2. Image advertising. The purpose of advertising is to establish the brand image of developers and buildings, and expect to leave a comprehensive and lasting impression on people. 3. Concept advertising. The purpose of advertising is to advocate a brand-new way of life and lifestyle. For example, the concept of "Guangzhou Back Garden" is to spread a new concept of enjoying a relaxed life in suburban houses after busy and intense work. 4. Public relations advertising. Appear in the form of soft advertisements, such as admission and friendship notices, various congratulations and thank-you speeches published in the mass media. Writing structure: the basic forms are mostly the same: theme+subtitle+text+compulsory inclusion. Mandatory inclusion: basic information of the project, development, architectural design, marketing team, address, property, contact number, pre-sale permit number, declaration information, etc. These are mandatory contents of each article and will not be changed generally. Design and performance of breakthrough point advertisement. This is a very important part, and all considerations will eventually be implemented in specific pictures, words and characters. (1) eye-catching title. 50%-70% of the advertising effect is the power of headlines. The title must be eye-catching and clearly expressed, and it is best to have a certain literary talent. 2 concise copy. The text of the advertisement must be clear and concise, and there is no need to tell all the information about the real estate in one advertisement. Highlight key points and be fluent in language. 3 Avoid ambiguous ideas. If an advertisement is easily associated with other aspects, it will deviate from the purpose of the advertisement and waste costs.
10. Description: Advertising purpose: Description can be regarded as product performance specification. Products, property, supporting facilities, brand team, etc. , is widely used in the operation of many large markets. Because large-scale projects will be developed in multiple stages, the architectural style and living atmosphere reflected are also very different, so manuals often replace loushu form and focus on a specific aspect, which is more targeted than loushu and correspondingly increases advertising costs. Writing structure: the writing structure of the manual is roughly the same as that of Loushu, but the difference is that it is not aimed at the whole building, but elaborates on a certain part of the building. Mainly in hard words, the expression requirements are clear and intuitive. Cut-in point: Generally, there will be a lot of basic information, which needs to be refined and explained in an orderly way, and the key points will have different requirements according to the project.
1 1, TV media: advertising purpose: to show the overall style of the project in the future through intuitive lens language and words, to impress the audience through visual stimulation and artistic conception, and to leave a deep memory. A good film and television drama instinctively shows the characteristics of real estate to the fullest. Text structure: movie script: three-dimensional animation, two-dimensional animation, real shot or comprehensive form picture+scene description+subtitles+sound control+narration entry point: impact the sense of picture and imagination space, mostly taking geographical location as the shooting route and life experience as the picture clue. Participate in excellent film and television works.
12, DM direct investment: advertising purpose: DM magazine, that is, direct mail advertising, refers to the form of advertising that directly sends advertisements to advertisers through the postal system. Targeted-advertising for the target consumer groups, so that publicity in one step, is an important means of target marketing. Flexible and efficient-DM can be used across time, space and form, with a large amount of information; It is convenient for collection and circulation, and has the effect of secondary and multiple dissemination. Economical and practical-using DM has less capital investment and high return rate. Human touch-DM originated from letters, has a unique sense of intimacy of letters, and is easily accepted by people. High measurability-DM can make it easy for advertisers to get direct feedback from the target audience, and the communication effect is also easy to measure in detail. Strong confidentiality-the release form is hidden, and the advertising strategy is not easy to be detected by competitors. Classification structure: classification of DM magazine 1. Classified by content and form. 1, discount coupon. When carrying out promotional activities, attach coupons with preferential conditions and measures to attract consumers. 2. Model house. This paper introduces the plan and text content in detail, and directly impresses the other party with the product advantages of the plan. 3. A poster. A single poster carefully designed and printed by the enterprise to promote corporate image, goods, services and other content. Second, according to the mode of transmission. 1, newspaper folder. Cooperate with newspaper, magazine editor or local post office to send enterprise advertisements as newspaper inserts to readers. This method has been applied by many enterprises now. 2. Send letters according to the customer list. More suitable for the sale of bulk commodities. For example, from manufacturers to retailers, or from wholesalers to retailers. 3. hire someone to deliver the goods. Enterprises employ personnel to deliver bank statements directly to potential target customers or their residences or units as needed. Delivered directly to with the bank draft.