Regarding hype, the article lists 17 ideas-based on real estate projects and newspaper media, but the ideas and methods are generally applicable.
First, leaderboard marketing
The media launches, integrates the professional strength of the industry, seeks the support of the competent government departments, and demonstrates its authority.
1, cooperating with the authoritative organization "Billboard"
For example, Shenzhen Business Daily Media, together with China Real Estate Index System Office and China Top Real Estate Research Group, launched a list of real estate trends.
Combined with the influence of unit price, sales cycle and apartment type on sales, the relative index-best-selling index is introduced; With the sales speed as the core content and the best-selling index as the main basis, the quantitative evaluation system of the property market is carried out according to the weekly, monthly, quarterly, semi-annual and annual lists. (Data included in China Real Estate Index System)
2. Make summary selection from a macro standpoint.
Combined with Shenzhen's 20 years of reform and opening up, a series of special topics of "20 years of real estate" were launched-
20 years ago 20; 20th floor in 20 years; 20 data in 20 years; 20 years 100 buzzwords; Twenty people talked for twenty years. ...
Second, the theme of text marketing
Combined with market transformation or project breakthrough demand, saturation attack.
Momentum is very important, and the whole page is covered with background color, headline and big font title, which has great influence.
Forms such as blue books, white papers, reports, exhibitions and so on.
1, Breakthrough-Plane Housing Exhibition
In SARS in 2003, Shenzhen Business Daily launched a 40-page "First Flat Exhibition", which printed 4 small pages on coated paper and made it into newspapers and mid-year reports. There were 30 real estates participating (that is, 30 real estate advertisements were generated), and different routes were used to see the house.
2. Price Breakthrough-Value Report
In 200 1 year, Guangzhou Xinghewan was a sensation, and in 2005, it will be a "big storm" in Beijing.
High-profile opening is not enough-Boao Forum specially held a special forum, Long Yongtu and several heads of state joined, and tens of millions of advertisements occupied the golden page of Beijing media. With popularity, the value is not clear, and the price is still questionable.
Therefore, China real estate newspaper planned the "Star River Bay Value Report", the content-
Regional Value "From Guangzhou to Shanghai-Kings Without Borders"
Industry value article "All-finished product model to solve the problem of housing industrialization in China"
Product value article "Building a house like Rolls Royce"
Brand Value "Brand Dark Horse Reshapes China Real Estate Image"
3. Value Breakthrough-Life Magazine
In the cold winter of 2005, Shanghai Xinmin Evening News published Sanxiang Four Seasons Flower City Life Magazine 16, which was reported free of charge every day for the next three weeks, with more than 80% published within 10 days.
How to fry?
1) Promote the award and solve the regional problems-remote and private key development, so as to participate in the selection of "international garden city", take the opportunity to win the support of the government, and then organize regional linkage in the name of the real estate community that supports the election, and expand the influence through newspaper reports.
2) Combined with the awards, the value of the project has settled-Songjiang's application for the award was a complete success, and combined with the benefits brought by the big environment to the project, it became a "media magazine" to warm up the market.
Third, exhibition marketing.
He is not only good at using resources to build exhibitions, but also good at using exhibitions skillfully.
1, creating an innovative exhibition
The China Architectural Culture Center of the Ministry of Construction co-sponsored the China Shenzhen Winter Expo (Shenzhen has three traditional exhibitions in spring, summer and autumn), with innovative themes-annual awards on the media billboard, auction of real estate without reserve price, establishment of real estate professional managers' clubs, and real estate talent recruitment exhibition area. ...
2. Use the influence of the exhibition.
Taking advantage of the convening of the International Building Center Alliance Conference in Beijing and the gathering of architectural elites from 29 countries, the media planned the "Promotion of World (China) Famous Residential Areas", put it in the Diaoyutai State Guesthouse in Beijing, and displayed "Beijing Future Boutique Property" and "Shenzhen Promotion Property" on the spot, and invited architectural experts attending the Alliance Conference to give keynote speeches.
Fourth, sports marketing.
Including event marketing, venue and clubhouse facilities marketing, sports star marketing, sports customer group marketing (fan club, mountaineering enthusiasts association) and so on.
1, there are real estate owners everywhere.
The media integrated real estate developers to form a real estate football league, invited club leaders and players, and then wooed a group of real estate developers to set up real estate league cheerleaders and fan expeditions. Real estate bosses came to the scene to cheer, and the real estate image also made a strong appearance on the stadium, screen and newspaper, enhancing its popularity. (As the highlight, titan sports reports specially)
2. Concentrate on welcoming the champion team
In 2004, Shenzhen Media and local real estate made an "Olympic Champion and 2004 Top Ten Gold Medal Winners Property Awards Ceremony", and Tian Liang, Hu Jia, Luo Xuejuan and other guests presented awards.
The hype process:
September 4th and 5th: 1/3 The advertisement on the home page reveals that "the champion is coming".
September 6th: Celebrating the Gold Medal Special Issue "Shenzhen Real Estate, Please Come to the Olympic Champion"
September 7th: The article "Champion is coming, the whole city is boiling"
September 10, 1 1: The champion visited the house on the spot.
September 10: China real estate special commemorative edition, and the third edition is about house inspection.
After that: ten gold medal special issues were launched continuously.
Verb (abbreviation of verb) celebrity marketing
Make a name by name, and replace trees with flowers.
-"How bold people are, how productive the land is" in the media circle.
265438+At the beginning of the 20th century, the blue sea and blue sky project in Beijing intentionally invited Clinton-because it was too difficult, it was once stranded. Later, we used this to bypass the gap in Hong Kong and talk about cooperation.
In order to solve the immigration problem, I contacted the President's Office, the Propaganda Department of the CPC and the Ministry of Foreign Affairs. Finally, Tang Jiaxuan gave a no-objection answer.
Invite him to make a forum "WTO and China real estate economy".
Once you come, don't worry-the government is willing to contribute, Yang Lan is willing to come, the president of Businessweek is willing to give a speech ... all the media are willing to promote it.
It became famous in one fell swoop, and the first phase of the project was renamed "Presidential Office" and sold out.
Event marketing of intransitive verbs
Keep up with current events and grasp the benefits of real estate.
1, Shenzhen-Hong Kong customs clearance media made a fortune.
When Shenzhen Daily cleared the customs at Shenzhen-Hong Kong Port, it made a concept of "Twin City Property", listing related properties and pointing to the customer groups in the two places.
2, the real estate ice semi-open attitude into the market
In 2005, the regulation of hard ice coincided with Shanghai Real Estate 18, and the Housing Society, Brokerage Industry Association and Land Society hosted the "Shanghai Real Estate 18 Large-scale Event".
Xinmin Evening News took this opportunity to launch a series of supporting activities and published a 24-edition special edition of Historical Records of Shanghai Real Estate 18, which collected and wrote 18 wonderful stories in an all-round way through concepts, events, people, thoughts, memories, news, innovation and brands. In the same period, this series of activities cooperated with-
Reporting Activity: Weekly Page Coverage
Celebration: 18 large-scale celebration party.
Commemorative activities: New jiangwan city will build a Avenue of Stars, a real estate museum and a statue of man of the hour.
Selection activities: 18 excellent enterprises, outstanding people and excellent real estate.
National promotion activities: Shanghai Real Estate 18 series, published.
Seven, network marketing
Customers are very important, and everyone has a desire to be famous-online marketing is to let them show off through the media platform.
1, let the real estate people show off.
Top ten salesmen and top ten real estate managers. ...
2, let customers (developers) customers (buyers) show off.
Xiyuan's "Cai Zhi Chuan" series has established the high-grade and elegant taste of the project.
Developers' agents cooperated with the media and selected 20 leading figures in the fields of finance, real estate, transportation and circulation to jointly launch a new series of interviews to tell the legendary story of self-cultivation.
In the form of layout, the background color of each half page is the same, and the project image advertisement is arranged in the left column. Cooperate with a series of activities:
Economist Fan Gang gave a lecture on "Financial Heroes Forum".
Zhu Jun and Dai Yuqiang are invited to talk about this project.
Make a Mid-Autumn Festival night and a symphony concert.
Sino-US CEO Exchange Reception
Appreciation of Chopin's Piano Music
China Fund Forum-Xiyuan Dialogue, etc.
(Effect: 4 months of business, 900 million sales. )
Eight, regional marketing
Regional hype, multiple discs, one voice. The premise is that there is really something to fry in the local area.
General joint government, regional developers, industry to do together.
-Media people who never miss opportunities to make money.
The opening of Shenzhen Binhai Avenue has greatly shortened the distance between the western region and the city center, and the real estate media will not miss this opportunity.
Shenzhen Business Daily launched a series of activities under the slogan "Binhai Avenue leads, western real estate is on fire".
Use business newspaper, evening paper and other media to promote Binhai Avenue.
Carry out large-scale research on the coastal housing market in western China.
Carry out large-scale thematic discussions on Binhai Avenue and residence.
Organize 10,000 people from Shenzhen and Hong Kong to visit Binhai Avenue to see the building.
Hold the Binhai Avenue regional boutique real estate exhibition fair.
Special issue of Binhai Avenue regional characteristic real estate series was launched.
After that, the media organized more than 30 developers to play outside the island. Promoted communication within the industry and accumulated customer contacts.
Nine, segmentation customer base marketing
The newspaper's activities of "Returnees' Ideal Homes" and "Recommended Real Estate Most Suitable for White-collar Living" can not only stimulate advertising, but also have market accuracy.
X. Entertainment Marketing
For example, add some special cultural performances to the activities. During the World Cup, a real estate football baby selection activity was held.
XI。 forum marketing
The speaker of the forum should be authoritative, and the theme should be novel, so that customers can see it and the media can speak.
Twelve, cross-industry marketing
At the same time, the exhibition will introduce auto show, clothing exhibition and beauty fashion product exhibition.
XIII. Cross-regional Marketing
Combine customer sources and cross-regional marketing. For example, in cooperation with Wenzhou media, Wenzhou people are organized to look at the building locally, and the luxury bus goes directly to the destination.
Fourteen holiday marketing
Directly in the newspaper building to do "new year's day viewing", "new year viewing" free shuttle bus to various cooperative real estate, especially in second-and third-tier cities, many people go home to buy their own.
Fifteen, classified property marketing
It is a good way for the media to make money continuously. The classification methods are as follows:
Grade classification-luxury houses, villas and white-collar real estate
Size of apartment-large apartment, small apartment
Regional division-port real estate and suburban real estate
Property scale-large-scale, single-unit property
Conceptual attributes-park real estate, education real estate, coastal real estate and mountain view real estate
XVI. Comparative Marketing
For example, "the dialogue between suburban pioneers and urban fashion", open up columns, start discussions, and preside over house viewing. For example, the Yangtze River Delta Satellite City vs Shanghai Suburb Fengyun.
The key is to look at the market demand.
Seventeen, topic marketing
"Real Estate Warring States Map" shows the agent's market share, which strikes water with one stone and stirs up the whole industry.