Housing Fair Planning Program (a)
First, the planning background
Since the spring, the property market transactions are active, the land turnover rebound, coupled with the financial crisis, the residents of the purchase of homes in a strong wait-and-see atmosphere, after the wait-and-see period, the suppression of a fairly long period of hard purchase of consumer demand for housing before and after the exhibition is released?
Second, the investigation and analysis
Currently the real estate market is in the confidence gradually recovered stage, and hosted the exhibition of housing will be, is an important means to establish confidence in the market, according to the general law, the property market in April and May will usher in the release of demand. So most of the developers are not waiting negatively, but are ready to show their fists and hands on this exhibition in May, to grab the first piece of "cake" after the property market rebound.
Spring and Autumn has always been the real estate season, spring property market in the spring of the previous year, the amount of new listings and turnover are quite spiritual, so we can not let go of this good time to push the case, in Nanyang, the purchase of relatively narrow circumstances, once every six months of the handover will be a long time ago, a lot of choice of space and more preferential programs, which has achieved the completion of the purchase of housing customers to complete the consumer behavior of an important reason to consider the housing exhibition has a high number of people, the show has a high number of people, the show has a high number of people, the show has a high number of people. Housing exhibition has a high flow of people, turnover rate, degree of publicity, will become a favorable opportunity for effective promotion of real estate in Kunming. On the other hand, the optimization of resources is effectively achieved.
Third, the publicity strategy
(a) the target audience:
According to the survey research, the communication of the primary target audience for the city of Kunming, and is expected to buy a house in Kunming in neighboring cities of the general public, and focus on the middle-aged people in the age of 25-40 years.
(b) The purpose of the exhibition:
1, to convey the project information, collect and accumulate customer information;
2, to lock the customers, using preferential terms to reach a deal;
3, to establish the corporate brand image, publicize the products, and to reach a deal;
4, to vigorously publicize the functional elements of the property and the advantages of the accumulation of a more likely to more sources, and achieve better sales results;
4, to promote its property function elements and advantages, and to accumulate more likely to more sources.
5, by organizing the real estate fair, give the real estate industry a platform for communication, and build a centralized display platform for the project;
6, with the real estate industry as the leader, the integration of a more complete exhibition industry chain, pulling home building materials, real estate agents, financial and other downstream industries to participate in the exhibition, to create a comprehensive exhibition of real estate, home furnishings, building materials.
(C) sales strategy:
The case in the early stages of the accumulation of customers is very little, to make our project during the opening to ensure that a certain amount of turnover, to achieve the effect of "blowout", and make the industry and consumers to establish a good reputation, it is considered to be May 1 as a point of convergence for the opening of accumulation of customers. The customer.
(D) publicity media:
cctv mobile media, Yunnan Daily, Yunnan Information Port.
Fourth, the exhibition activities time, place plan
(a) time
1, the whole time: April 20, 2012 - June 1, 2012
2, the work plan arrangement:
(1), April 20, 2012 to 012 April 25 work preparation; PR, personnel selection, venue, publicity materials and other in place;
(2) April 26, 2012 to April 27, 2012 pre-power: banners, ribbons, air balloons, slogans, posters and so on.
(3) April 28, 2012 to April 30, 2012 to check whether the equipment is perfect, whether complete, the site layout is in place.
(4) April 30, 2012 to May 30, 2012 housing exhibition start to finish the detailed operation.
(2) Location
Kunming International Convention and Exhibition Center
V. Communication Theme
The communication theme of the exhibition should show the overall image publicity, set up a unique brand image, but also to achieve the purpose of the fair, and stimulate the consumer's purchase needs and desires.
Exhibition theme: find a home for every dream
Sixth, the exhibition process
1,, negotiate the exhibition period
Understand the situation of the exhibition organization, the content of the exhibition, the initial date of the exhibition, and ask the exhibition organization to provide a simple exhibition evaluation report and related information.
2. Signing the contract
Sign the contract with the marketing department of the exhibition center for the period of using the exhibition site, get the technical drawings of using the site, and refer to the booth drawings and the procedures of exhibition.
3. Advance payment
Pay the advance payment for the venue to the Finance Department of the Convention and Exhibition Center.
4. Provide detailed information about the exhibition
Provide the exhibition booth diagram, electricity and water requirements and booth rental increase matters to the Convention and Exhibition Services Department as early as possible.
5. Determine the specific matters of the booth
The site layout, including the opening ceremony specific matters.
6, checkout.
Seven, the exhibition content planning
Planning purpose: 5, 1 holiday activities as an opportunity, with public welfare activities as the main line, the joint Kunming Bureau of Labor and Social Security and other relevant departments, with a series of continuous and operative activities, in order to achieve the full display of the project, to further publicize the project, to enhance the visibility of the project, to explore potential customers, to find the intention of the buyer, so as to ultimately achieve the transaction The project will be fully displayed to further publicize the project, enhance its visibility, explore potential customers, and find potential buyers, so as to ultimately achieve the goal of transaction.
(A) Housing Fair activities
1, project exhibition and trade fairs
2, Kunming Real Estate Forum
(B) Exhibition exhibitors
1, the real estate industry exhibition
Kunming inside and outside of the real estate development enterprises, the quality of real estate projects, second-hand housing, property management companies, construction industry, building materials and decorative enterprises, Real estate consulting and intermediary agencies, real estate price assessment agencies.
2, real estate-related industries
Model production companies, the financial industry, insurance, design companies, home furnishings, various types of decorative materials, equipment and technology.
3, other
Home appliances, investment, cooperation projects, real estate marketing excellent advertising works exhibition.
(C) exhibition area set
1, the brand of housing exhibition
The object of participation: real estate developers
Qualifications for participation: obtaining a real estate legal sales license, good image, good quality, fast progress, and to ensure that the specified time can be opened.
2. Villa and High-end Property Zone
Target: real estate developers and supporting service organizations
Qualifications: obtaining a legal real estate sales license, good image, good quality, and can guarantee the occupation time of high-end real estate and furniture, artists, accessories and other high-end support.
3. Professional Services Zone
Qualification: Brand intermediaries, famous advertising and planning companies, professional media, architectural planning companies, model making companies, brand property management companies, famous financial and insurance institutions.
Qualification: Residential professional service organizations with legal business license, good image and good reputation.
VIII. General Policy
1. Preparation for the exhibition
2. Contact with the exhibition company
3. Formulation and determination of the exhibition program
4. Booth setup
5. Transportation of the model
6. Execution of the exhibition
7. Registration
9, housing exhibition effect analysis
10, customer information organization
11, customer phone call back
1, preparation
(1) government public relations; to obtain the relevant departments of the titular co-sponsor, to obtain more advertising rights, such as the entire venue of the ground advertising;
(2) booth setup: including brackets, Spray painting, lighting, display boards, tables and chairs, and then with TV promos;
(3) publicity: publicity materials development, distribution methods, location, audience, property price description of the distribution of gifts, participation in lucky draws and other ways.
2, pre-pressure
(1) from April 20, hanging, posters, set up a resting place, establish the equipment staffing;
(2) dedicated people responsible for cleaning the venue and maintaining the order of the venue, creating news effects;
(3) balloons, posters, banners hanging.
3, the start of the exhibition to the end of the operation
(1) image, characteristics of the leaflet; advertising, and is divided into the house decoration ads, image ads, activity ads; personnel to distribute brochures.
(2) and come to visit the buyers or potential customers to communicate, do a good job of customer registration.
(3) Distribute gifts, participate in the lottery.
(4) On-site explanation, project introduction, on-site subscription, on-site signing, registration.
4, the establishment of customer information, customer telephone callback
The purpose is to provide consumer reference, as well as as effective market research, and to prepare for the late investigation, the late publicity in the housing exhibition near the end, make every effort to guide the next publicity, preparation for the next sale of housing.
5, the activities of the pre-preparation
(1) exhibits
product spokesman.
Exhibits mainly refer to models, sand trays. Real estate is not possible to move the building object to the exhibition site, only through the model and sand to reproduce the quality and image of the property.
(2) information
Product and product image salesman
According to the survey, most of the developers, when exhibiting, have the regret of insufficient preparation of information. Developers of information is often in the first day more than enough to ensure the supply, but to the second day, the third day, there is no information to send, which is very unusual, developers should be held responsible for sales managers, like the phenomenon of data shortages, it is the same as the exhibitors will be the exhibition fee "down the drain". In this way, "the first is delayed, then, a waste of energy, the most serious is the loss of customers. Promotional materials, paper, printing should strive to beautiful, easy to read layout design, picture as perfect as possible, clear. These materials are the first impression to customers. Participate in a large-scale real estate exhibition, exhibition materials, publicity planning reflects the comprehensive quality of an enterprise. And, be sure to prepare enough business cards. The exhibitor's business card is advertising.
(3) exhibition
Strengthen the image design
In the design and decoration of the booth, not only with the property, with the corporate culture, but also to highlight the characteristics of the project. It is important to achieve the good effect of publicizing both the project for sale - the property - and the developer. The exhibits themselves do not tell the whole story, show all the characteristics, need appropriate charts, information, photos, models, props, models or lecturers and other real people in kind, with the help of decoration, scenery, lighting, audio-visual equipment, information technology and other means to explain, emphasize and render. For example, you can take into account the use of models to display, or contact with the exhibition organizers in advance to arrange special performances to arouse the interest of exhibitors and buyers. In the exhibition, to spend money, can not be stingy, you can consider with video cameras, computers, flowers, green plants and small gifts, appear grand, solemn, warm, in order to give visitors a deep impression.
6, on-site activities
The purpose of the activities; strive to achieve in the whole exhibition activities, "every day there are activities, everyone participates, everyone has gained".
Activity 1: The fair site issued 200-300 VIP card number, the number of the leader with the number to the sales department to receive a VIP card, the leader of the card with the card to buy a house can be discounted 5,000 yuan.
Activity 2: Before the show, arrive at the exhibition center at the whole point, you can get a small gift, participate in the viewing or participate in the symposium customers, you can get a coupon worth 5,000 yuan to buy a house.
Activity 3: Lucky draw, the first prize will be given a coupon worth 10,000 yuan.
7, the funding budget
(1) publicity costs: 5,000 yuan (including newspapers, networks, media)
(2) venue rent: 20,000 yuan
(3) promotional staff wages: 100 / day / person 5 days? ***500 yuan
(4) Activity supplies Clothing costs 200 yuan / body 6 1200
(5) Mineral water 200 Spare equipment Computer 2 sets of sound 1 set of office supplies
Viewing car 2? Expected consumption: 23,300 yuan
(6) contingency and other 50000 yuan
*** Total: 100,000 yuan
8, the activities of the effect of the prediction
(1), the quality of the audience at the exhibition, the audience activity;
(2), the number of visitors and the quality of the booth;
(3), the samples and information distribution quantity;
(4), the quality of audience questions;
(5), sales contracts and intentions;
(6), the job classification of professional visitors in the booth;
(7), the proportion of non-professional visitors in the booth;
(8), the calls and visits of customers after the show;
(9), the three months after the show from the (9) buyer contracts from the exhibition within three months after the exhibition;
(10) the professional media's `reaction' and reports on the enterprise's participation;
(11) the collection of market information on product development, quality and price;
(12) the number of visitors from related industries and foreign countries in the booth;
(13) the ratio of the number of new and old customers in the booth.
At the same time, we should include the information and effect obtained in the pre-preparation of the exhibition and a certain period of time in the later stage in the evaluation system of the exhibition, so that it is possible to evaluate the marketing strategy and business level of the enterprise in a complete way, as well as the effectiveness of the exhibition.
Nine, the real estate fair contingency plan
(a) General
1, the preparation of the purpose. In order to effectively prevent and quickly dispose of the real estate market risk emergencies, minimize the real estate market risk emergencies on the harm caused by the community and losses, to maintain the stable and healthy development of the real estate market, promote steady economic growth, maintain social stability, the preparation of this plan.
2, the scope of application. This plan applies to the city's urban real estate market risk emergencies prevention and emergency response.
(B) working principles
1, unified command, hierarchical responsibility.
2, prevention-oriented, group prevention and control.
3, strengthen the security, focus on construction.
(C) emergency organization and responsibilities
The establishment of the city's real estate market risk emergency response leading group. Leading group responsibilities: responsible for unified decision-making, organization, command of the city's real estate market risk emergencies emergency response action, convene an emergency meeting to study the principles of emergency disposal and disposal methods, put forward the disposal program, the task of emergency disposal work, coordination, to assist the relevant departments and units to carry out emergency disposal work. Report to the municipal party committee and the municipal government of the emergency information and disposal program.
(D) Emergency start
1, the occurrence of real estate market risk emergencies, the incident unit and the first to learn of the occurrence of emergencies in the department or agency, should be the first time immediately to the leading group office to report relevant information.
2, the leading group office received the report, should immediately report to the leading group leader and deputy leader.
3, the leader of the leading group received the report, held an emergency meeting of the leading group members in a timely manner, start the emergency plan, set up a disposal working group, study the risk of disposal program, timely organization of on-site investigation and disposal, and report to the municipal party committee and the municipal government within two hours.
(E) emergency disposal
1, the leading group members should play their respective roles, the use of the region, the department's operational resources, expertise and work experience, to take effective measures to carry out emergency disposal work.
2, the leading group according to the need to send emergency working group to guide the work of emergency response.
(F) Pre-exercise
All levels of departments should be around the emergency rescue work, strengthen the training of relevant personnel and exercises, to be familiar with the relevant emergency plans and procedures, to understand the emergency support forces, medical treatment and other knowledge, to keep the information flowing, to ensure that the response at all levels of mutual convergence and coordination.
Housing Fair Planning Program (2)
Any small market will be affected by the big environment, the current customers are not expected to a property is not good, but the entire Shanxian market is not expected to be good, so at present, Shanxian, the big real estate market needs to be baked hot, only the whole market is hot, our case study plan will be Play a better effect. For this situation, I developed this program.
I. Theme: the first real estate fair in Shanxian County
Second, the organization: Shanxian Real Estate Administration
Co-organizers: Shanxian various real estate
Third, the purpose: to bake the county real estate market trading atmosphere, to attract the attention of the county's people on the opportunity of the real estate market, to reduce the wait-and-see mood, to increase the popularity of the big market, and to promote the overall desire to buy.
Fourth, time: the eve of the Spring Festival (activity length of half a month, the specific time to be determined), because the Spring Festival workers return home, the time point is more appropriate, in addition to the organization of the Housing Authority, the preferential divisions out of the famous (such as the celebration of the first single-county real estate transactions will begin successfully, etc.).
Fifth, the organization of the event: first by Yongshun Real Estate and the Housing Authority to communicate, and then all the properties for sale in Shanxian marketing director or planning director to communicate the specific methods of operation. Individual recommendations are as follows: during the real estate fair, the Housing Authority unified issuance of cash coupons for the purchase of housing, each property general or *** with the same additional concessions for the same number of points; during the event on-site packaging and promotion of each property with the real estate fair and *** with the additional concessions for the number of points of the word.
Sixth, the promotion method: the county group text messages, television advertising, television news, outdoor advertising, outdoor electronic screen, etc., the cost of each property **** bear.