The following is an office building marketing-office building planning plan, I hope it can be helpful to you:

Marketing is market-oriented to create appropriate products and services and to The process of transferring products to consumers in a certain way. The marketing of office buildings includes the whole process of market research, positioning and sales of office buildings. The scope of this discussion is the promotion process and methods in the office sales stage, which is "the process of transferring it to consumers in a certain way." This process includes both sales and rentals. They are explained respectively in the following description.

The general promotion process and methods of office building sales

1. The general stage division of office building sales:

*The first stage: looking for customers and custom-made production ( Project introduction period)

This stage is the initial stage of the project. Generally, the project land has obtained the land use rights or is about to obtain the land use rights. The task at this stage is to find suitable public relations personnel and actively search for the land use rights. Enterprises and institutions with office needs in the region carry out customized production. This phase generally lasts until the project breaks ground.

Characteristics: At this time, the time for office buildings to enter the market is not yet mature, but there is a lot of room for project changes at this stage, and the individual needs of customers can still be met. Therefore, at this stage, we should proactively recruit investment and determine the list of large customers, and use group public relations to find large customers for en-bloc sales negotiations. We should meet the reasonable and feasible needs of large customers in terms of project structure, corporate naming, etc. through friendly negotiation to promote the transaction. Thereby reducing the financial pressure on developers and avoiding market risks.

The first and second stages are generally in the project introduction period. The significance of publicity at this stage is to warm up the project, attract social attention, and pave the way for later publicity and sales. At this stage, corporate news planning is generally used as the main publicity method.

*The third stage: comprehensive sales stage (opening period, strong sales period)

During this period, the main structure of the project is capped and the project is launched to the market as a quasi-existing house.

In the opening period, this stage is based on the introduction period to further expand the visibility of the project. However, because of the sales task, hard advertising is further added on the basis of corporate news planning, and the frequency of advertising release is also increased. . This is the first climax of the advertising release and also marks the beginning of the strong sales period. During the strong sales period, mass media (newspapers, radio) are comprehensively used to further enhance the product image. All sales tools are in place. At this time, the advertising is mainly hard advertising, with pure sales advertising targeting the main selling points, and strong cooperation with sales to promote higher turnover and reduce the pressure of finishing work. At the same time, the rational appeal of soft articles is used to cooperate with the publicity, and for Prepare for later work.

Generally, this stage is dominated by retail sales, supplemented by leasing.

The main advertising strategy during the duration is: using newspapers to do testimonial advertisements from customers who have completed transactions to maintain consumers' memory and enhance the confidence of buyers and potential consumers. The closing period mainly adopts: pulse release strategy, reducing the release frequency, but maintaining a longer release time, with less advertising releases in mass media and more professional media.

Summary: It is generally difficult to achieve the expected results in the first and second stages of office building sales, so the third stage is the highlight of sales. Therefore, the promotion of general office buildings mainly serves the third stage.

2. General sales methods of office buildings

*On-site reception (seating sales)

On-site reception is the most important method in real estate sales, and the final product Transactions are mostly completed through negotiations with customers at the on-site reception center. The characteristics of this method are that the customer's purchasing characteristics are relatively obvious and the purpose is basically clear; at the same time, the customer has developed a certain degree of interest through on-site observation. At this time, it is easier to achieve the purpose of promoting the transaction with the help of the sales staff's hard lobbying. Seat sales require greater support in advertising to attract customers' attention and encourage them to call the hotline or come to the site for consultation. Sales staff can lobby to facilitate transactions.

Telephone direct sales: According to the project positioning, find the customer's phone number from the business phone book or business card, and use the phone to inquire whether there is any demand, but the hit rate is low.

Scanning exhibitions: It is a good idea to distribute project information at appropriate exhibitions according to the positioning of the office building, which is beneficial to project sales.

Building sweeps: This is a more effective method. Entering the building to distribute project information and business cards to customers. Increase project visibility and accumulate potential project customers. This method is generally more labor-intensive and requires long-term accumulation. It is generally used by intermediary second-hand departments.

Group public relations model: It is a flow operation process composed of sales representatives - sales supervisors - sales managers - public relations managers - general managers, etc., with the cooperation of engineering, finance and other departments interspersed in the middle , focusing on collective work and suitable for the wholesale sales strategy.

Part 1: Writing an event planning proposal

An event planning proposal is an effective act for a company or enterprise to increase sales and increase market share in the short term. If it is a creative idea An event planning project that is outstanding and has good executability and operability will play a positive role in improving the visibility of the company and the reputation of the brand.

The event planning case is relative to the market planning case. Strictly speaking, it is subordinate to the market planning case. They are interconnected and complementary to each other. They are all subordinate to the overall marketing ideas and models of the enterprise. Only market planning and event planning made under this premise are advertising behaviors with integrity and continuity. Only in this way can the audience group be unified. Agree with the cultural connotation of the brand, and only by following the overall market planning ideas can the company maintain stable market sales.

Activity planning projects come in various forms. Generally speaking, they include ROADSHOW, product briefings (launch conferences), holiday promotions, news event marketing, etc. For any of the above plans, they are suitable for different companies. Situation and market analysis can take on countless forms. Event planning often has a direct effect on the launch of new products, product terminal distribution and product transformation, so it is also an important part of advertising planning.

For some friends in the industry who are new to advertising or new to planning, it may be difficult for them to achieve the desired results when writing event planning proposals. Even some advertisers who have been engaged in planning for many years, Sometimes it is inevitable to make mistakes, so how can you write an ideal event planning proposal? I think we need to pay attention to the following points:

1. The theme should be single and inherit the general marketing idea

When planning activities, we must first consider the actual problems of the enterprise itself (including the Make accurate judgments based on the time, location, expected investment costs, etc.) and market analysis (including competitor’s current advertising behavior analysis, target consumer group analysis, consumer psychology analysis, product feature analysis, etc.), and After conducting SWOT analysis, we should use our strengths and avoid weaknesses to extract the most important topic at present and the most worthy of promotion at present, and it can only be one topic. In an event, you cannot do everything. You can only convey the most important information to the target consumer group. As the saying goes, "do something and do something not to do." Only in this way can the most important information be conveyed to the target consumer group to the fullest extent. The target consumer group can attract the attention of the audience and make it easier to remember the information you want to express.

2. Directly explain the points of interest

After determining the unique theme, the audience and consumer groups can also accept the information we want to convey, but there are still many people who remember it. Advertisement, but no buying impulse was formed. Why? That’s because they don’t see the benefits that are directly related to them. Therefore, a very important point in event planning is to directly explain the benefits. If it is a discount promotion, you should directly tell consumers the amount of your discount. If it is a product description, it should sell the most eye-catching selling points. Only in this way can the target consumers arouse buying impulse after being exposed to the direct benefit information, and thus form a purchase.

3. Activities should be organized around the theme and be as concise as possible

Many planning copywriters often hope to implement many activities when planning activities, believing that only colorful activities can attract consumers. However, this is not the case. First, it is easy to cause a lack of priority. Many market activities are very active, and many people participate. It seems that the response is very enthusiastic. However, among the people watching or participating, how many people are the target consumer groups of the company? And even if they are the target consumer groups, after they participate in the activities, Are you buying products one after another? At present, one of the issues that some planners often complain about is the ethics of onlookers' participation. Many people often leave after watching the excitement, or take the gifts issued by the company and leave. In fact, the problem here is that the content and theme of the activities do not match, so it is difficult to achieve the expected results. In the current market planning activities, some activities are both lively and can achieve good results, because the activities are only focused on Theme is carried out. Second, increased activity costs and poor implementation. In a planning, if too many activities are added, not only will more manpower, material and financial resources be invested, which will directly lead to an increase in the cost of the activities, but there is also a problem that it will easily lead to poor execution by the operators, ultimately leading to the failure of the case.

4. Have good executability

A suitable product, a good creative plan, and a good execution team are the only successful marketing activities . Whether the execution can be successful or not will most directly and fundamentally reflect the operability of the plan. For planning to be well executed, in addition to careful thinking, detailed activity arrangements are also essential. The time and method of the activity must be carefully analyzed taking into account the execution location and the execution personnel. The specific arrangements should be as thorough as possible. In addition, the influence of the external environment {such as weather, folk customs} should also be considered.

5. Change writing style

Generally speaking, planners tend to accumulate their own set of experiences in the process of writing planning projects. Of course, this experience is also reflected in the planning book. In terms of writing form, everyone's planning book may have its own pattern. But often such a model limits the thinking of planners, and it is impossible to grasp the market without a changing perspective. The content of the plan book should also be changed in writing style, because if the same customer sees the same shell of your plan over and over again, it will be easy to develop a psychological attitude of distrust, and this kind of It is possible that the primacy effect affects creative performance.

6. Avoid subjective remarks

In the early stage of event planning, market analysis and investigation are very necessary. Only by analyzing the entire market situation can we more clearly understand the problems faced by the company or product. Only when you find the problem can you find a solution in a targeted manner. It is impossible for planners who make subjective assumptions to make successful plans. Similarly, during the collaboration process of the planning document, subjective ideas should also be avoided, and subjective words should not be used, because before the planning project is implemented, any results may occur, and the subjective assumptions of the planner will directly lead to the executor’s interpretation of the event and the Formal analysis results in fuzzy analysis, and if customers see subjective words in the planning document, they will feel that the entire planning project has not undergone real market analysis and is just the result of subjective assumptions.

Finally, one promotion cannot achieve huge results, nor can it establish a famous brand, so don’t try to solve all the problems through one activity. One activity can only mainly solve one problem. In the brand In terms of construction and product sales, only by adhering to correct marketing ideas and carrying out appropriate promotional activities at the appropriate time and appropriate place under this idea can the enterprise continue to develop faster and better.

Part 2: Analysis of real estate planning examples, for reference only.