5点1线演讲.ppt
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Transcript of 5点1线演讲.ppt
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Birthidea博思堂广告 1
整合市场攻击杀手锏之一
5点 1线整合包装攻击
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Birthidea博思堂广告 2
5点 1线地产整合推广• 5点 1线地产整合推广的概念和起源• 5点 1线地产整合推广细节说明
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Birthidea博思堂广告 3
5点 1线地产整合推广的概念
• 现场包装• 卖场包装• 样板间包装• 媒介推广• 卖场推广
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Birthidea博思堂广告 4
5点 1线地产整合推广的由来• 1996年的万科地产• 万科地产孔雀开屏计划• 荔景大厦的故事
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Birthidea博思堂广告 5
一、现场包装 -说明• 实现对买家的围杀半径,让买家能够顺利地实现从外面导引到工地现场
• 第一阶段:在没有楼盘形象的状态下建立的是水平围杀线
• 第二阶段:通过楼体作为核心点进行纵向围杀
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现场包装 -主要内容• 外路牌• 导示牌• 立柱挂旗• 工地路牌• 围板• 售楼处导示牌• 售楼处标牌• 停车场标牌
• 欢迎标牌• 看楼专车• POP 彩旗或吊旗设计楼
体招示布(项目名称、销售信息、促销概念等等)
• 楼层进度牌
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现场包装 -案例 1
•香港新鸿基:翠桐苑
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现场包装 -案例 2
• 万科四季花城
* 万科地产 99--2000主力项目* 深圳第一个大地产概念楼盘* 40万平米 + 40万平米* 99年 7月 22日开始启动 , 1期 1000多套全部销售完毕 ;
2期 1000多套已经超过 60%。
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现场包装 -案例 2
•重庆龙湖花园
* 2期 20万平米, 6月 17日开盘。*内部登记 751号, 2天销售 479套。
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现场包装 -案例 3
• 东莞盈彩美地
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现场包装 -案例 4
• 蔚蓝海岸
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现场包装 -案例 5
•和记黄埔 -海逸豪庭
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二、卖场包装 -说明• 售楼处包装。买家一般到售楼处是一种
敌对行为,提防和抗拒心理非常重,我们的目标就是把这种心理弱化,让买家与销售人员进行沟通
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卖场包装 -内容• 整体氛围概念提示• 形象墙设计• 实体展板• 售楼书• 折页• 价格单页
• 付款方式清单• 手袋设计• 销售人员名片• 信纸、信封• 销售人员工作牌• 销售人员服装及门
卫服装建议
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卖场包装 -案例 1
• 香港恒基兆业:新都城
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卖场包装 -案例 2
•重庆龙湖花园
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卖场包装 -案例 3
• 万科四季花城
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卖场包装 -案例 4
•和记黄埔:海逸豪庭
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卖场包装 -案例 5
• 阳光四季
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卖场包装 -案例 6
• 蔚蓝海岸
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三、样板间包装• 主要功能是对从售楼处到样板间的导引
及样板间的功能标牌
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样板间包装 -内容• 楼梯氛围布置• 楼梯间欢迎牌• 户型标牌• 展示空间功能标牌( 主人房、儿童房、父母房、
客房、书房、电脑房、健身房、画室等)• 免费赠送标牌(洁具、橱具等)• 特别卖点
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样板间包装 -案例 1
• 香港嘉湖山庄
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样板间包装 -案例 2
• 重庆龙湖花园
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样板间包装 -案例 3
• 蔚蓝海岸
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四、媒介推广• 报纸• 影视• 杂志• 户外
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媒介推广 -案例 1
•万科四季花城
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促销卖场包装 -内容
• 形象展场• 主背景板• 招示布• 展示中心开放日看楼专车
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促销卖场包装 -案例 1
•万科四季花城
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5点 1线地产整合推广• 现场包装—引导进入 + 工地的感染
力• 卖场包装—售楼处的亲和力• 样板间包装—样板间的熟悉力• 媒介推广—信息和概念的传递• 外卖场—把销售信息在次向外传递。