深圳雍景城项目推广策略提案完整版课件

尚美佳B&BAdvertising尚美佳B&BAdvertising1一切为提升产品附加值着想[宏发“雍景城”整合推广规划]尚美佳B&BAdvertising一切为提升产品附加值着想[宏发“雍景城”整合推广规划]尚2竞争对手分析][尚美佳B&BAdvertising竞争对手分析][尚美佳B&BAdvertising3宝利豪庭松岗项目，建筑面积20万平方米，由小高层和高层组成，主力户型为三房、四房，面积为130－250平方米，已于9月6日内部诚意认购，10月底正式开盘。尚美佳B&BAdvertising宝利豪庭尚美佳B&BAdvertising4丽沙花都沙井项目，一期建筑面积17万平方米，以生态、生命、生活的结合构成市场热点。项目由多层、高层、小高层组成，主力户型三房、四房，面积为110－250平方米等，一期已于8月31日内部诚意认购。尚美佳B&BAdvertising丽沙花都沙井项目，一期建筑面积17万平方米，以生态、生命、生5宝利豪庭：将居住革命进行到底丽沙花都：引领健康高尚生活推广共性：张扬、豪气尚美佳B&BAdvertising宝利豪庭：将居住革命进行到底丽沙花都：引领健康高尚生活推广共6目标客户分析][尚美佳B&BAdvertising目标客户分析][尚美佳B&BAdvertising7市场调查结果一览：职业人数购买力主看媒体 表现形式本地居民4人2人有需求电视、户外实在的高级白领5人3人有需求报纸、现场有文化内涵的高级管理者3人犹豫不定报纸、现场有文化内涵的私营群体3人1人有需求电视实在的公务员2人0人有需求报纸有文化内涵的港人2人1人有需求报纸实在的尚美佳B&BAdvertising市场调查结果一览：尚美佳B&BAdvertising8市调小结：主力客户群：本地居民和高级白领客户关注媒体：户外、现场、电视广告表现取向：实在又具有文化内涵尚美佳B&BAdvertising市调小结：尚美佳B&BAdvertising9项目SOWT分析][尚美佳B&BAdvertising项目SOWT分析][尚美佳B&BAdvertising10核心价值：山水园林景观其它价值：欧洲风情小镇完善的配套设施公明镇中心两大会所（免费的开放式会所和商业会所）立体安防和智能网络引起兴趣引发认同感尚美佳B&BAdvertising核心价值：其它价值：引起兴趣引发认同感尚美佳B&BAdve11雍景城——品鉴收藏山水的家园尚美佳B&BAdvertising雍景城——品鉴收藏山水的家园尚美佳B&BAdvertisi12雍景城——欧洲小镇的原版呈现尚美佳B&BAdvertising雍景城——欧洲小镇的原版呈现尚美佳B&BAdvertisi13产品优势概括方式：以点带面。山水景观是产品最大亮点，是市场的突破点；其它卖点是产品优势面；是客户的综合参考面。尚美佳B&BAdvertising产品优势概括方式：以点带面。尚美佳B&BAdvertisi14形象主题定位][尚美佳B&BAdvertising形象主题定位][尚美佳B&BAdvertising15雍景城是公明镇的稀缺性产品，热销是肯定的，那么广告所要承担的任务，就是如何提升产品附加值。尚美佳B&BAdvertising雍景城是公明镇的稀缺性产品，尚美佳B&BAdvertisi16附加值提升宗旨：在准确表述基础上，加以具有文化内涵的表现！尚美佳B&BAdvertising附加值提升宗旨：尚美佳B&BAdvertising17区别于竞争对手，迎合于目标客户，紧贴于项目优势。通过对竞争分析、客户分析以及产品分析，可看出：内敛的、直白的、闲适的、时尚的诉求风格，是本案既区别于竞争对手又吻合目标客户品味的诉求方式。尚美佳B&BAdvertising区别于竞争对手，迎合于目标客户，紧贴于项目优势。通过对竞争分18内敛、直白、闲适、时尚——是我们拟定推广主题和诉求风格的最高标准尚美佳B&BAdvertising内敛、直白、闲适、时尚——是我们拟定推广主题和诉求风格的最高19主题方案A：山水鉴藏家尚美佳B&BAdvertising主题方案A：山水鉴藏家尚美佳B&BAdvertising20[鉴藏家]——整体优势面（精神属性）[山水]——核心卖点（物理属性）“鉴藏家”作名词，意即“鉴赏收藏山水的行家”；作动词，意指“可以品鉴和收藏的家园”。尚美佳B&BAdvertising[鉴藏家]——整体优势面（精神属性）[山水]——核心卖点21主题方案B：拥景生活就在这尚美佳B&BAdvertising主题方案B：拥景生活就在这尚美佳B&BAdvertisin22[拥景]——内有山水庭园、欧洲小镇建筑；外有红花山公园、体育中心等城市风景线。[就在这]——本案产品的唯一性，语意的直白性，推广的号召性。尚美佳B&BAdvertising[拥景]——内有山水庭园、欧洲小镇建筑；外有红花山公园、体育23建立推广通路][尚美佳B&BAdvertising建立推广通路][尚美佳B&BAdvertising24公明没有强势主流媒体，雍景城如何获得强势推广？点对点渗透引发面对面沟通！小众媒体带动大众媒体！尚美佳B&BAdvertising公明没有强势主流媒体，雍景城如何获得强势推广？点对点渗透引发25小众媒体选用：对周边企业夹报投放周边住宅区DM投寄；高速公路入口路牌；银行金卡、银卡客户帐单背面广告；政府刊物发布广告或“楼书杂志”；交通台电波广告。尚美佳B&BAdvertising小众媒体选用：尚美佳B&BAdvertising26现场形象冲击：精选一些“珍藏版”山水照片（或图片）裱贴于售楼现场及样板房通道上。尚美佳B&BAdvertising现场形象冲击：尚美佳B&BAdvertising27山水画刊文本内容：效果图唯美的设计表现，实在而富于内涵的文案诉求。形式：画册杂志式。尚美佳B&BAdvertising山水画刊文本尚美佳B&BAdvertising28逸飞模特秀名犬展书法表演及书法作品赠送象棋大师轮番对擂（限10名现场参与）开盘活动尚美佳B&BAdvertising逸飞模特秀开盘活动尚美佳B&BAdvertising29长期型营销活动：周末在红花山公园举办娱乐性表演活动，同时穿插与观众互动的有奖游戏，配合宣传单张派发。尚美佳B&BAdvertising长期型营销活动：尚美佳B&BAdvertising30媒体种类越来越多，广告发布量越来越大，而消费者对广告信息的关注度越来越低，如何跨越传播障碍，才是广告公司最重要的责任，远比寻找定位和表现来得迫切，这关系到广告的效果和你的推广成本。面对面式营销，包括自创小众传媒、本文传媒和活动传媒，是我们操作数十个楼盘以来证明行之有效的营销手段。尚美佳B&BAdvertising媒体种类越来越多，尚美佳B&BAdvertising31视觉语言规划尚美佳B&BAdvertising视觉语言规划尚美佳B&BAdvertising32尚美佳B&BAdvertising尚美佳B&BAdvertising33尚美佳B&BAdvertising尚美佳B&BAdvertising34尚美佳B&BAdvertising尚美佳B&BAdvertising35尚美佳B&BAdvertising尚美佳B&BAdvertising36尚美佳B&BAdvertising尚美佳B&BAdvertising37尚美佳B&BAdvertising尚美佳B&BAdvertising38尚美佳B&BAdvertising尚美佳B&BAdvertising39尚美佳B&BAdvertising尚美佳B&BAdvertising40尚美佳B&BAdvertising尚美佳B&BAdvertising41尚美佳B&BAdvertising尚美佳B&BAdvertising42尚美佳B&BAdvertising尚美佳B&BAdvertising43尚美佳B&BAdvertising尚美佳B&BAdvertising44尚美佳B&BAdvertising尚美佳B&BAdvertising45尚美佳B&BAdvertising尚美佳B&BAdvertising46尚美佳B&BAdvertising尚美佳B&BAdvertising47尚美佳B&BAdvertising尚美佳B&BAdvertising48尚美佳B&BAdvertising尚美佳B&BAdvertising49尚美佳B&BAdvertising尚美佳B&BAdvertising50尚美佳B&BAdvertising尚美佳B&BAdvertising51尚美佳B&BAdvertising尚美佳B&BAdvertising52尚美佳B&BAdvertising尚美佳B&BAdvertising53尚美佳B&BAdvertising尚美佳B&BAdvertising54尚美佳B&BAdvertising尚美佳B&BAdvertising55尚美佳B&BAdvertising尚美佳B&BAdvertising56尚美佳B&BAdvertising尚美佳B&BAdvertising57尚美佳B&BAdvertising尚美佳B&BAdvertising58尚美佳B&BAdvertising尚美佳B&BAdvertising59尚美佳B&BAdvertising尚美佳B&BAdvertising60尚美佳B&BAdvertising尚美佳B&BAdvertising61尚美佳B&BAdvertising尚美佳B&BAdvertising62尚美佳B&BAdvertising尚美佳B&BAdvertising63尚美佳B&BAdvertising尚美佳B&BAdvertising64尚美佳B&BAdvertising尚美佳B&BAdvertising65尚美佳B&BAdvertising尚美佳B&BAdvertising66尚美佳B&BAdvertising尚美佳B&BAdvertising67尚美佳B&BAdvertising尚美佳B&BAdvertising68尚美佳B&BAdvertising尚美佳B&BAdvertising69尚美佳B&BAdvertising尚美佳B&BAdvertising70尚美佳B&BAdvertising尚美佳B&BAdvertising71尚美佳B&BAdvertising尚美佳B&BAdvertising72尚美佳B&BAdvertising尚美佳B&BAdvertising73尚美佳B&BAdvertising尚美佳B&BAdvertising74尚美佳B&BAdvertising尚美佳B&BAdvertising75尚美佳B&BAdvertising尚美佳B&BAdvertising76尚美佳B&BAdvertising尚美佳B&BAdvertising77尚美佳B&BAdvertising尚美佳B&BAdvertising78尚美佳B&BAdvertising尚美佳B&BAdvertising79尚美佳B&BAdvertising尚美佳B&BAdvertising80尚美佳B&BAdvertising尚美佳B&BAdvertising81尚美佳B&BAdvertising尚美佳B&BAdvertising82尚美佳B&BAdvertising尚美佳B&BAdvertising83尚美佳B&BAdvertising尚美佳B&BAdvertising84尚美佳B&BAdvertising尚美佳B&BAdvertising85尚美佳B&BAdvertising尚美佳B&BAdvertising86尚美佳B&BAdvertising尚美佳B&BAdvertising87尚美佳B&BAdvertising尚美佳B&BAdvertising88尚美佳B&BAdvertising尚美佳B&BAdvertising89尚美佳B&BAdvertising尚美佳B&BAdvertising90尚美佳B&BAdvertising尚美佳B&BAdvertising91尚美佳B&BAdvertising尚美佳B&BAdvertising92尚美佳B&BAdvertising尚美佳B&BAdvertising93尚美佳B&BAdvertising尚美佳B&BAdvertising94尚美佳B&BAdvertising尚美佳B&BAdvertising95尚美佳B&BAdvertising尚美佳B&BAdvertising96尚美佳B&BAdvertising尚美佳B&BAdvertising97尚美佳B&BAdvertising尚美佳B&BAdvertising98尚美佳B&BAdvertising尚美佳B&BAdvertising99尚美佳B&BAdvertising尚美佳B&BAdvertising100尚美佳B&BAdvertising尚美佳B&BAdvertising101尚美佳B&BAdvertising尚美佳B&BAdvertising102尚美佳B&BAdvertising尚美佳B&BAdvertising103尚美佳B&BAdvertising尚美佳B&BAdvertising104尚美佳B&BAdvertising尚美佳B&BAdvertising105尚美佳B&BAdvertising尚美佳B&BAdvertising106尚美佳B&BAdvertising尚美佳B&BAdvertising107尚美佳B&BAdvertising尚美佳B&BAdvertising108尚美佳B&BAdvertising尚美佳B&BAdvertising109尚美佳B&BAdvertising尚美佳B&BAdvertising110THEENDTHANKS尚美佳B&BAdvertisingTHEEND尚美佳B&BAdvertising111尚美佳B&BAdvertising尚美佳B&BAdvertising112一切为提升产品附加值着想[宏发“雍景城”整合推广规划]尚美佳B&BAdvertising一切为提升产品附加值着想[宏发“雍景城”整合推广规划]尚113竞争对手分析][尚美佳B&BAdvertising竞争对手分析][尚美佳B&BAdvertising114宝利豪庭松岗项目，建筑面积20万平方米，由小高层和高层组成，主力户型为三房、四房，面积为130－250平方米，已于9月6日内部诚意认购，10月底正式开盘。尚美佳B&BAdvertising宝利豪庭尚美佳B&BAdvertising115丽沙花都沙井项目，一期建筑面积17万平方米，以生态、生命、生活的结合构成市场热点。项目由多层、高层、小高层组成，主力户型三房、四房，面积为110－250平方米等，一期已于8月31日内部诚意认购。尚美佳B&BAdvertising丽沙花都沙井项目，一期建筑面积17万平方米，以生态、生命、生116宝利豪庭：将居住革命进行到底丽沙花都：引领健康高尚生活推广共性：张扬、豪气尚美佳B&BAdvertising宝利豪庭：将居住革命进行到底丽沙花都：引领健康高尚生活推广共117目标客户分析][尚美佳B&BAdvertising目标客户分析][尚美佳B&BAdvertising118市场调查结果一览：职业人数购买力主看媒体 表现形式本地居民4人2人有需求电视、户外实在的高级白领5人3人有需求报纸、现场有文化内涵的高级管理者3人犹豫不定报纸、现场有文化内涵的私营群体3人1人有需求电视实在的公务员2人0人有需求报纸有文化内涵的港人2人1人有需求报纸实在的尚美佳B&BAdvertising市场调查结果一览：尚美佳B&BAdvertising119市调小结：主力客户群：本地居民和高级白领客户关注媒体：户外、现场、电视广告表现取向：实在又具有文化内涵尚美佳B&BAdvertising市调小结：尚美佳B&BAdvertising120项目SOWT分析][尚美佳B&BAdvertising项目SOWT分析][尚美佳B&BAdvertising121核心价值：山水园林景观其它价值：欧洲风情小镇完善的配套设施公明镇中心两大会所（免费的开放式会所和商业会所）立体安防和智能网络引起兴趣引发认同感尚美佳B&BAdvertising核心价值：其它价值：引起兴趣引发认同感尚美佳B&BAdve122雍景城——品鉴收藏山水的家园尚美佳B&BAdvertising雍景城——品鉴收藏山水的家园尚美佳B&BAdvertisi123雍景城——欧洲小镇的原版呈现尚美佳B&BAdvertising雍景城——欧洲小镇的原版呈现尚美佳B&BAdvertisi124产品优势概括方式：以点带面。山水景观是产品最大亮点，是市场的突破点；其它卖点是产品优势面；是客户的综合参考面。尚美佳B&BAdvertising产品优势概括方式：以点带面。尚美佳B&BAdvertisi125形象主题定位][尚美佳B&BAdvertising形象主题定位][尚美佳B&BAdvertising126雍景城是公明镇的稀缺性产品，热销是肯定的，那么广告所要承担的任务，就是如何提升产品附加值。尚美佳B&BAdvertising雍景城是公明镇的稀缺性产品，尚美佳B&BAdvertisi127附加值提升宗旨：在准确表述基础上，加以具有文化内涵的表现！尚美佳B&BAdvertising附加值提升宗旨：尚美佳B&BAdvertising128区别于竞争对手，迎合于目标客户，紧贴于项目优势。通过对竞争分析、客户分析以及产品分析，可看出：内敛的、直白的、闲适的、时尚的诉求风格，是本案既区别于竞争对手又吻合目标客户品味的诉求方式。尚美佳B&BAdvertising区别于竞争对手，迎合于目标客户，紧贴于项目优势。通过对竞争分129内敛、直白、闲适、时尚——是我们拟定推广主题和诉求风格的最高标准尚美佳B&BAdvertising内敛、直白、闲适、时尚——是我们拟定推广主题和诉求风格的最高130主题方案A：山水鉴藏家尚美佳B&BAdvertising主题方案A：山水鉴藏家尚美佳B&BAdvertising131[鉴藏家]——整体优势面（精神属性）[山水]——核心卖点（物理属性）“鉴藏家”作名词，意即“鉴赏收藏山水的行家”；作动词，意指“可以品鉴和收藏的家园”。尚美佳B&BAdvertising[鉴藏家]——整体优势面（精神属性）[山水]——核心卖点132主题方案B：拥景生活就在这尚美佳B&BAdvertising主题方案B：拥景生活就在这尚美佳B&BAdvertisin133[拥景]——内有山水庭园、欧洲小镇建筑；外有红花山公园、体育中心等城市风景线。[就在这]——本案产品的唯一性，语意的直白性，推广的号召性。尚美佳B&BAdvertising[拥景]——内有山水庭园、欧洲小镇建筑；外有红花山公园、体育134建立推广通路][尚美佳B&BAdvertising建立推广通路][尚美佳B&BAdvertising135公明没有强势主流媒体，雍景城如何获得强势推广？点对点渗透引发面对面沟通！小众媒体带动大众媒体！尚美佳B&BAdvertising公明没有强势主流媒体，雍景城如何获得强势推广？点对点渗透引发136小众媒体选用：对周边企业夹报投放周边住宅区DM投寄；高速公路入口路牌；银行金卡、银卡客户帐单背面广告；政府刊物发布广告或“楼书杂志”；交通台电波广告。尚美佳B&BAdvertising小众媒体选用：尚美佳B&BAdvertising137现场形象冲击：精选一些“珍藏版”山水照片（或图片）裱贴于售楼现场及样板房通道上。尚美佳B&BAdvertising现场形象冲击：尚美佳B&BAdvertising138山水画刊文本内容：效果图唯美的设计表现，实在而富于内涵的文案诉求。形式：画册杂志式。尚美佳B&BAdvertising山水画刊文本尚美佳B&BAdvertising139逸飞模特秀名犬展书法表演及书法作品赠送象棋大师轮番对擂（限10名现场参与）开盘活动尚美佳B&BAdvertising逸飞模特秀开盘活动尚美佳B&BAdvertising140长期型营销活动：周末在红花山公园举办娱乐性表演活动，同时穿插与观众互动的有奖游戏，配合宣传单张派发。尚美佳B&BAdvertising长期型营销活动：尚美佳B&BAdvertising141媒体种类越来越多，广告发布量越来越大，而消费者对广告信息的关注度越来越低，如何跨越传播障碍，才是广告公司最重要的责任，远比寻找定位和表现来得迫切，这关系到广告的效果和你的推广成本。面对面式营销，包括自创小众传媒、本文传媒和活动传媒，是我们操作数十个楼盘以来证明行之有效的营销手段。尚美佳B&BAdvertising媒体种类越来越多，尚美佳B&BAdvertising142视觉语言规划尚美佳B&BAdvertising视觉语言规划尚美佳B&BAdvertising143尚美佳B&BAdvertising尚美佳B&BAdvertising144尚美佳B&BAdvertising尚美佳B&BAdvertising145尚美佳B&BAdvertising尚美佳B&BAdvertising146尚美佳B&BAdvertising尚美佳B&BAdvertising147尚美佳B&BAdvertising尚美佳B&BAdvertising148尚美佳B&BAdvertising尚美佳B&BAdvertising149尚美佳B&BAdvertising尚美佳B&BAdvertising150尚美佳B&BAdvertising尚美佳B&BAdvertising151尚美佳B&BAdvertising尚美佳B&BAdvertising152尚美佳B&BAdvertising尚美佳B&BAdvertising153尚美佳B&BAdvertising尚美佳B&BAdvertising154尚美佳B&BAdvertising尚美佳B&BAdvertising155尚美佳B&BAdvertising尚美佳B&BAdvertising156尚美佳B&BAdvertising尚美佳B&BAdvertising157尚美佳B&BAdvertising尚美佳B&BAdvertising158尚美佳B&BAdvertising尚美佳B&BAdvertising159尚美佳B&BAdvertising尚美佳B&BAdvertising160尚美佳B&BAdvertising尚美佳B&BAdvertising161尚美佳B&BAdvertising尚美佳B&BAdvertising162尚美佳B&BAdvertising尚美佳B&BAdvertising163尚美佳B&BAdvertising尚美佳B&BAdvertising164尚美佳B&BAdvertising尚美佳B&BAdvertising165尚美佳B&BAdvertising尚美佳B&BAdvertising166尚美佳B&BAdvertising尚美佳B&BAdvertising167尚美佳B&BAdvertising尚美佳B&BAdvertising168尚美佳B&BAdvertising尚美佳B&BAdvertising169尚美佳B&BAdvertising尚美佳B&BAdvertising170尚美佳B&BAdvertising尚美佳B&BAdvertising171尚美佳B&BAdvertising尚美佳B&BAdvertising172尚美佳B&BAdvertising尚美佳B&BAdvertising173尚美佳B&BAdvertising尚美佳B&BAdvertising174尚美佳B&BAdvertising尚美佳B&BAdvertising175尚美佳B&BAdvertising尚美佳B&BAdvertising176尚美佳B&BAdvertising尚美佳B&BAdvertising177尚美佳B&BAdvertising尚美佳B&BAdvertising178尚美佳B&BAdvertising尚美佳B&BAdvertising179尚美佳B&BAdvertising尚美佳B&BAdvertising180尚美佳B&BAdvertising尚美佳B&BAdvertising181尚美佳B&BAdvertising尚美佳B&BAdvertising182尚美佳B&BAdvertising尚美佳B&BAdvertising183尚美佳B&BAdvertising尚美佳B&BAdvertising184尚美佳B&BAdvertising尚美佳B&BAdvertising185尚美佳B&BAdvertising尚美佳B&BAdvertising186尚美佳B&BAdvertising尚美佳B&BAdvertising187尚美佳B&BAdvertising尚美佳B&BAdvertising188尚美佳B&BAdvertising尚美佳B&BAdvertising189尚美佳B&BAdvertising尚美佳B&BAdvertising190尚美佳B&BAdvertising尚美佳B&BAdv