Chapter 145: Combining work and rest

Yangzhou belongs to the southern subtropical climate, with long summers without winters, and autumn goes to spring.

After New Year's Day, it will soon be the Laba Festival, but the leaves here do not fall, the flowers do not wither, and there is no sign of the completely different seasonal changes in the north, only the slightly cold wind sandwiched with a little untimely drizzle, scattered on the street, the weather is only a few days cold, but it will not become the climate in the end, the sweater has not been worn a few times, and the temperature will rise.

Lin Qiang has been in Yangzhou for a few days, and this time he plans to stay here for a long time, in addition to paying attention to the progress of the school wall project in time, the main thing is to personally guide the work of the real estate company.

Although He Shaohua submitted the latest real estate publicity plan has been approved by him, but many details still need to be improved, for this reason, Lin Qiang held a two-day meeting in a row, invited several business backbones of the New Century Advertising Company to participate, and the advertising and publicity of the real estate were discussed in detail.

At the meeting, Lin Qiang emphasized that the house is a commodity concept that belongs to real estate, which is fundamentally different from other commodities, unlike buying a piece of clothing as you want, because buying a house is high in price and durable. The buyer must make a decision after repeated deliberation of the situation and weighing the pros and cons, and the rebound psychology is very strong, and the slightest dissatisfaction will change the mind. The buyer thinks about the problem, rich in content, intricate, involving the quality of the building, traffic, sound, pollution, safety and other aspects, not only to consider the unique geographical conditions, but also to study the elegant and comfortable natural environment, which requires the real estate in the early stage of publicity planning to give the real estate a sufficiently attractive positioning, this positioning is not only an overall summary of the comprehensive quality of the real estate, but also from the geographical location, decoration characteristics, design ideas, connotation and other specific details of the accurate summary.

Lin Qiang said: "All of you here are elites and veterans in the advertising industry, I am a layman in the specific advertising design, production and release, I just want to emphasize to you that the brand promotion of real estate is a long-term behavior, there should be strategic considerations, to make each issue of advertising become a brand accumulation, become an important investment in the image of the real estate." Specific to the advertising planning of the real estate of Hongyuan Garden, I would like to make a general suggestion, and the advertising planning is roughly divided into three stages:

The first stage is from now to the first phase of the handover and occupancy period: this stage of advertising is aimed at building brand awareness and promoting sales, and strives to establish the taste, grade and image of the real estate in people's minds as soon as possible.

The second stage is the period from the handover of the first phase to the completion of the second phase: this stage aims to maintain the brand and stabilize the brand image of the high-end property in the real estate. At the same time, boost sales.

The third stage is the period from the handover of the second phase of the project to the overall completion of the community: the advertising task at this stage focuses on maintaining the good reputation of the real estate, and can be combined with the many residents who have moved in to talk about evaluating the real estate and driving sales through word of mouth, so as to complete the sales finishing work.

The three stages of advertising investment will be different, the first stage of the investment is the largest, the use of the media mix is also the most, in this regard, Li is always an expert, the specific advertising Li has an overall plan, we follow the implementation of the line. ”

Through the contact with her work in the past few days, Li Wan has learned more about Lin Qiang, and feels that he not only has a great view of the overall situation, but also has unique insights into specific businesses. When He Shaohua first came into contact with Lin Qiang, he was still a little uncomfortable with his work style, and felt that he was nitpicking on some specific details, but every time he listened to him explain the reason, he was always convinced.

"Mr. Lin, I have prepared for the media placement, in addition to newspapers, television, radio, body advertisements and lamppost advertisements, as well as promotional leaflets, and after the advertising plan is finalized today, I will arrange for overtime production by manpower, and it will be officially launched next week at the latest. Li Wan said.

"Good. The decoration of the sales department can be completed next week, Zhou Qiang, you are responsible for the purchase of office supplies, we will officially enter next week, the sample room will soon be renovated, and so on a week after the advertisement is out on the street, it has accumulated a certain popularity, we want to design a unique, unique form of unveiling ceremony, invite the TV station to do live broadcast, so that the high-end, fashionable, novel real estate demonstration room is instantly presented in front of the public and passers-by. Lin Qiang said: "The specific content arrangement and details of the unveiling ceremony will be planned separately by New Century Advertising Company. Another point is that before the unveiling ceremony, we need to run a certain number of soft advertisements to create a concept to the market that we are not only launching a noble home, but also a lifestyle and status symbol of good taste. ”

The people attending the meeting listened attentively and took notes from time to time, Lin Qiang's thinking jumped a lot, and if he was not careful, he would not be able to follow his train of thought.

After the advertising plan was decided, everyone immediately went their separate ways, and everyone had already seen Lin Qiang's vigorous style of sitting up and walking, and they didn't dare to slack off in the slightest.

New Century Advertising Company has enough advertising resources in Yangzhou City, and Lin Qiang can rest assured in advertising production, which is also the main reason why he wants to cooperate with Li Wan.

After solving the advertising problem, Lin Qiangma organized a meeting to discuss the specific real estate marketing plan, this time he designated Zhang Zhenhua to be the main writer, according to the discussion of the meeting, to develop a complete marketing plan.

Zhang Zhenhua only had specific sales experience before, and had not participated in the overall planning of the plan, but in front of Lin Qiang, she had no room to retreat.

Lin Qiang also knew that this was a great challenge for Zhang Zhenhua, so he gave her encouragement with his eyes. He said that the so-called real estate marketing plan, in the literal sense, is a series of strategies adopted to improve the performance of real estate sales. A good marketing plan must have a high degree of self-confidence and ambition in the creative concept, not only to show the comprehensive advantages and uniqueness of the real estate, but also to shape the image, render the taste and ideas, and be able to directly cut the life mentality of the consumer group, so that customers can affirm their own taste and status after choosing products with unique positioning, so as to create a social influence and drive the sales of the real estate.

Zhang Zhenhua kept nodding while listening, now there is still a period of time before the real real estate is on sale, and she is confident that she can make a qualified marketing plan.

Since Lin Qiang came to Yangzhou, all the staff of the real estate company have been working overtime, and there is a sense of fulfillment in the tension. Now that the advertising plan has finally been decided, everyone is relieved.

"Mr. Li, we are all patronizing work these days, and we are fast food takeaway every day. Yangzhou has beautiful mountains and rivers, known as 'Lingnan Famous County', 'Half City Mountains and Half City Lake', and is also a famous food capital.

Li Wanmei's eyes were raised lightly and said: "Our Yangzhou is a Hakka settlement, and the Hakka food here is famous. The Yongan Hakka King in the center of the city has the most authentic food, where the braised pigeon is crispy and refreshing, especially their special Hakka stuffed tofu, the meat aroma and the tofu fragrance complement each other, the outside is charred and the inside is tender, it is a signature dish that guests must order, and their iron plate eggplant is really a god dish for rice, where the white-cut chicken is also crispy and the meat is springy, and the taste is fragrant. Let's go and have a good taste today. ”

When they heard that they were going to taste the food, everyone cheered.

"I've heard that stuffed tofu is one of the three treasures of Yangzhou, and I heard that the other plum cabbage button pork and salt-baked chicken are also very good. Lin Qiang said with a smile.

"I thought you were just a workaholic, but I didn't expect you to be a foodie. Yangzhou authentic plum cabbage button meat, selected Hengli Tuqiao plum vegetable core, good pork belly, to go through boiling, frying, stewing, steaming and other processes, the original soup thickened, the meat rotten flavor fragrant, fat but not greasy, salty and slightly sweet, it is said that this dish is still Su Dongpo when he lived in Yangzhou, taught the local chef to imitate the practice of Hangzhou Dongpo meat, with the local specialty plum vegetables created, Yongan store there are authentic plum vegetables to buckle the meat. Li Wan smiled.

"Wow, it sounds mouth-watering, everyone hurry up and pack up, don't have to work overtime tonight, enjoy the food to the fullest, and continue the fight tomorrow." Lin Qiang stood up as he spoke.

He has always paid great attention to the combination of work and rest, and after intense work, appropriate relaxation will be more efficient.

"Confucian Merchants" is currently being written online, and I hope to see everyone's comments and suggestions. Friends who are waiting for more can read "Time Apocalypse" first to learn about Lin Qiang's early growth experience. Thank you very much!