Refer to the propaganda slogan of the viewing group

The first part: the activity plan of the house-viewing group

I. Theme

A race against time policy

Second, the timing of attacking the market.

20xx April 65438+May 2, 2003

April 13, April 1 May-May1,and May 2, the project issued preferential policies to publicize special housing groups.

Special topics of large-scale activities

Third, the background of the incident

On October 29th, 65438/kloc-0, the property tax in Chongqing and Shanghai began to be levied, and the property tax collection work that attracted much attention from all walks of life entered a substantive stage. The trend of 20xx property tax is coming!

How to catch the last bus before the high tide? Developers achieve smooth customs clearance, and buyers achieve "no tax"? It has become the most urgent problem in Loudi real estate industry.

Loudi real estate network, using the advantages of professional media platform, builds a bridge between developers and buyers. Help the majority of property buyers to see the real estate market situation under the policy on the spot and find the housing that suits them and is worth investing in.

Fourth, the deployment of activities.

The first stage: all-round publicity and market construction (April1May-May 25th)

1, promote the market:

News, housekeeping diaries, news trends and topics: the impact of property tax collection on buyers

Ring, and this topic such as group buying has been heated up.

2. Survey on the mentality of buyers: In view of the problem of property tax collection, conduct an online survey on the mentality of buyers. Attract the majority of netizens who intend to buy houses to participate, and also provide data support for the "spring attack on the market" activity.

Respondent: Is your house purchase plan affected by the property tax?

By investigating whether to support the property tax collection policy, whether to buy a house in advance, and whether the property tax collection will have an impact on housing prices.

Special topic of this observation group

On March 18, this activity topic was launched simultaneously, and Loudi real estate network, QQ group and SMS were fully promoted. News cooperation tracks the progress of reporting activities and conducts exclusive interviews with senior figures involved in the project. Graphic display to participate in the event real estate, and call on netizens to sign up.

Dujia online group purchase

The brand-new customized online group buying mode has exclusive group buying channels to participate in real estate, and users can participate by clicking online registration, thus realizing accurate marketing of the project. At the same time, set group purchase discounts. The more group purchases, the more discounts, and fully mobilize the enthusiasm of netizens to buy houses.

Special viewing activities

Call group buying netizens and organize the intended buyers to arrive at the scene.

give one's full backing (to)

Verb (abbreviation for verb) Real estate support:

1, providing SMS support;

2. Golden idea full-page advertisement, four issues;

3. For the preferential policies of this event, compare the current preferential policies with the preferential policies of this event.

Sixth, on-site group buying activities

Surprise 1: there will be a good gift if you are present.

Every customer who comes to the event site can get a beautiful gift (this website attracts investment). Gifts require the selection of novel, fashionable and personalized goods.

Surprise 2: Buying a house wins the prize

The owner who signs the bill on site can draw a lottery at the lottery place with the bill.

Award setting:

(1) first prize, gift value * * * * (1).

(2) Second prize, gift value * * * * * (2 persons)

(3) Third prize, gift value * * * * * (5 people)

Seven. Cooperation conditions (1 sufficient conditions)

1 20xx The participation fee for this activity is RMB (self-determined);

The total amount of advertisements put in 2.20xx is not less than this activity as a gift.

Seven. Cooperation return

Chapter two: the planning scheme of the house-viewing group

Project planning of through train for viewing houses

I. Project background

Maoming's real estate market has been in a steady rising stage since 1993. In 20xx, the total residential building area is 3 million square meters, with a total investment of about 2 billion yuan and a total of about 25,000 developers. Shuidong, as the real estate market in the central city of this city, is particularly active.

At present, residential consumption has entered the retail era. Hosted by Maoming Daily and hosted by Maoming SouFun.com, the weekend viewing RV activity-"SouFun Viewing RV" just conforms to this market development trend, caters to the needs of real estate developers and buyers, and will play a good role in promoting the development of the city's real estate market.

Second, the project participants

Organizer: Maoming Daily

Organizer: Maoming, SouFun.com.

Co-organizers: Maoming Information Network, Sohu Maoming Sub-station, Maoming Online and other websites.

Third, the content of the project

(1) Organize consumers who are interested in buying houses to go to various properties by RV, aiming at consumers.

All services are free, and there is no reward.

(2) Real estate developers should do a good job in customer reception and pay relevant fees on time.

Fourth, the charging standard

(a) where the participating real estate developers charge fees on a quarterly basis, the basic cost of each property is 4,000 yuan/month.

(2) If the same real estate developer participates in multiple properties, the additional properties will be charged at 80% of the basic fees.

(3) Other special services will be charged separately.

Verb (abbreviation of verb) communication strategy

(A) the theme of communication

"Easily searching Maoming real estate" is the goal of our service, and it is also the yardstick to measure our operation level. As a layman, the vast majority of consumers will feel at a loss about real estate consumption. Therefore, easy home ownership is the demand of most consumers.

(B) the dissemination of strategic objectives

The strategic goal of communication depends on the target management of XX building. As the first project launched by XX real estate developer, "XX" has three communication strategic objectives that are unified with its own business objectives:

1, revenue return target

All the communication activities of "Soufang Watching RV" are aimed at developing and winning the market, obtaining market resources and information resources, and obtaining good returns.

2. Brand setting goals

Operating under the brand of "Maoming Soufang Watching RV", through systematic communication activities, the brand image of "Maoming Soufang Watching RV" will be established, the unique and distinctive image of the project will be shaped, and the identity of the target customers will be enhanced.

3, corporate image goals

Establish a good brand of XX real estate, and then expand social influence. Only from this height can we have a deep understanding of the opening of Maoming SouFun. Communicator saw the RV. "

(C) the overall communication strategy

1, communication serves popularity.

The core of advertising communication is to raise awareness, which not only improves the enthusiasm of consumers, but also improves the participation of real estate developers. Only in this way can we win a fertile ground for this project. According to the characteristics of target consumer groups, starting from market psychology, we should integrate the superior resources of the project, spread the project through various channels, convey the product strength of the project to the broad audience, reach the public's understanding through the appeal of advertisements, highlight the unique business image and competitive advantage of the project, establish the image strength of the project in the market, and finally achieve strong visibility.

2. Leading the revolution in house viewing.

"Watching RV in XX" makes the biggest consumption, which was originally a headache, easy with its infinite convenience for buyers, captures consumers' psychology, exaggerates the concept of easy house purchase brought by watching RV, and leads a revolution of viewing houses for XX people.

Step 3 make a quick decision

"XX Watching RV" must attract all the attention of the target audience in a short time-it is an instant hit, which can most effectively improve the chances of winning the product and realize the relative saving of cost investment. Therefore, advertising promotion should adopt the tactics of "quick victory".

4. Overall marketing communication

Simple advertising lacks greater significance for the sustainable development of the project. Promotion and communication must be integrated into every link of project operation. Through every detail of marketing promotion, the product strength and image strength of the project are continuously spread in the market by using various effective communication channels.

(4) the route of transmission

Planning and design of 1 and VI system

Based on the concept of easy house purchase by XX through train, the VI system of this project is established, including signs, standard words, standard colors, commonly used graphics, on-site billboards, body advertisements, souvenirs, office supplies and other applications. Let XX RV have standardized visual performance and high-quality image.

Appear in front of the man of god.

2. On-site packaging

Standardized and enthusiastic on-site packaging can create a good atmosphere, quickly establish the brand image of "XX viewing RV", improve the enthusiasm of buyers and the proportion of transactions, and then enhance the enthusiasm of real estate developers to participate and get better returns. Focus on the workplace, departure place, car body and real estate of the packaging company. , in the form of billboards, kanban, guide cards, colorful flags, banners, etc.

3. Outdoor advertising

Outdoor advertising has the characteristics of long display time and strong pertinence. At the beginning of the opening of the RV, a lot of outdoor advertisements should be used to create momentum. The specific carrier is the advertisement of lampposts on the main roads in the city.

4. Newspaper media

As the mouthpiece of the party and the government, XX newspaper has high authority and is the main newspaper media for brand communication, which enhances consumers' recognition of this project with its authority. In the early days, a full-page report "XX RV" was published, which strongly instilled the information of "XX RV" to many readers from the aspects of "the hot real estate market in our city, the inconvenience consumers encountered in buying a house, the significance of the opening of RV, and the changes brought by RV to consumers' purchase consumption. Maoming Daily and Maoming Evening News are also published as weekly routes to see the RV. At the beginning of the project, the investment in hard and soft newspapers was strengthened.

Maoming, 5.SouFun.com.

Maoming SouFun, which has been established, is a real estate consumption service website with the largest information and the strongest service function in China. It will be the online carrier of "XX Real Estate Watching RV" and effectively spread the project in a highly interactive form.

6. "XX Real Estate Watching RV" Party

Hold a cultural performance in front of the company, interspersed with prize-winning questions and answers, lottery, etc.

7. personnel exchange

Establish standardized and rigorous work processes and service standards in all aspects, and shape the professional, enthusiastic and meticulous professional image of service personnel through training and drills in speech, body language, dress and atmosphere.

Six, the specific operation steps

(1) preliminary preparation

1, contact the real estate agent. Choose a real estate agent about 15 in advance, and the real estate price will take into account the needs of high, middle and low-end consumers. The selected real estate agent signs a cooperation agreement to stipulate the fees and cooperation matters. The director's fee is 4,000 yuan/month, which will be charged monthly after the signing of the cooperation agreement.

2. Vehicle preparation. Look at the RV, choose 3 luxury buses (44 seats) or 6 Iveco (20 seats). Seven days before the through train is opened, vehicles must be organized and a rental agreement must be signed with the owner.

3. Personnel preparation. 1 Chief commander, 8 vehicle-mounted property consultants (including 2 reservists) and 2 logistics support personnel. The above personnel must be in place 7 days before the through train is opened, and the corresponding work flow and training content should be in place.

Finish the preparation before. Organize training and actual combat drills after the personnel are in place.

4. Prepare promotional materials. It is very important to create a warm atmosphere at the starting point, stop along the way and participate in the real estate site. It is required to fully display the image of XX enterprise and "XX Watching RV". The required publicity materials should be prepared four days before the through train is opened, and the relevant places and venues must be prepared seven days before the through train is opened.

(2) Opening and running

1, every Monday and Tuesday, work out the running route to see the RV this week.

2. Every Wednesday, XX City Daily and XX City Evening News respectively publish this week's RV running route and registration notice. At the beginning of its opening, it created momentum with large-scale hard texts and large-scale soft texts, completely changing the buying habits of people in XX City.

Chapter III: House-visiting group plan

Living with friends, buying friends and watching shopping tours.

I. Arrangement of activities

Sumitomo Buyou, Guangxi Real Estate Information Network, Guangxi Real Estate Street, Zhongpin.com, Sumitomo Buyou Real Estate DM.

Second, the activity mode:

1. In the early stage of the activity, a large number of full-screen advertisements, banner advertisements, forum advertisements, QQ marketing, media cooperation advertisements and other channels will be carried out in Sumitomo Buyou, Guangxi Real Estate Information Network, Guangxi Real Estate Street, Zhongpin.com and other places to promote the store-watching project in an all-round way, and call on those who are interested in buying shops to sign up for the store-watching group. 2. During the activity, buyers will be organized to visit cooperative projects and visit sand tables. Property consultants will explain the advantages of the project on the spot, recommend and guide buyers to sign contracts with cooperative projects;

3. In the later stage of the event, the exhibition activities are reflected through news reports, special topics and forum hype. Cooperative projects can achieve the purpose of publicity and promotion through exhibition activities.

Third, the activity process:

Fourth, the way of cooperation:

Live friends and buyers promote and organize shop-watching activities according to the products of the cooperative units. What is the execution cost of the activity? Yuan introduced that in the house-viewing activities, cooperative projects need to provide relevant preferential policies. If a netizen who buys a friend from Sumitomo makes an appointment for more than 1 set, a commission of RMB/set will be charged to Sumitomo Buyou.

Verb (abbreviation of verb) activity promotion;

Table of activity expenses of intransitive verbs

Zhu Peng Gou you cultural media