Chapter 146: An expression of disbelief

New Century Advertising Company has an absolute advantage in media resources in Yangzhou, and many newspapers, magazines, television stations and radio stations in the city are its cooperative customers. Please search () to see the most complete!

A week later, Yangzhou City's Hongyuan Garden took the lead in launching the overall home luxury decoration advertising, "hardcover room" this new term appeared for the first time in Yangzhou City, has become the latest topic of heated discussion, "hardcover delivery" has also become a new way of delivery in Yangzhou real estate industry.

With almost no "rough house" in foreign countries, China's real estate can be said to be "unique". In foreign countries, rough houses will not be sold in the market, only the decoration can be called a house, at present, foreign hardcover houses have reached 70% of the market share, and China's hardcover housing market has just started in some large coastal cities, the national construction department only promulgated the "commercial residential decoration once in place implementation rules" and "commercial residential decoration once in place materials, parts technical points" It has made certain industry norms for the finely decorated houses that have just appeared in the market, aiming to guide the real estate industry to be in line with international standards and introduce hardcover houses from the conceptual level to the actual operation.

But up to now, it is only in a few first-tier cities in China that hardcover houses replace rough houses into people's lives, and prefecture-level cities like Yangzhou are full of homeowners who are running around and sitting on the decoration site and lamenting their hard work. Therefore, Hongyuan Garden's hardcover room advertisement, the first push-in type fine decoration, from the overall design, overall construction, overall main materials, overall accessories, the overall service to meet the needs of the owners in an all-round way, immediately caused a heated discussion in the city, in the face of the finished house that can save worry, effort and time, almost all potential buyers are fully full of good and expectations, especially the new exquisite carved background wall repeatedly emphasized in the advertisement, which makes everyone shine and be interested.

And Lin Qiang's carefully designed sentence "Leave the decoration to us, you can rest assured to go to class." The advertising slogan quickly became popular and familiar.

Lin Qiang's market positioning of Hongyuan Garden is the first luxury high-end boutique residence in Yangzhou, and the target customer group is positioned as the successful elite in Yangzhou, and mainly young white-collar workers. In order to cooperate with this positioning publicity, the planning team once proposed to hire a popular movie star as a spokesperson with a high salary, but when discussing the specific candidates, everyone's opinions were very different, and the endorsement fee of the popular star was staggeringly high, greatly exceeding the advertising budget.

Zhang Zhenhua had a flash of inspiration and proposed: "Mr. Lin, our target customer group is positioned as successful young elites, I think you and Mr. Li are very in line with this image, it is better for the two of you to try it first, not only can you save a huge amount of celebrity endorsement fees, but also take the opportunity to promote our real estate company." ”

Her proposal horse got a warm response from everyone, Lin Qiang and Li Wan are also people who dare to try, and the advertising agency photography department tailored a number of sets of promotional poster shooting plans for the two, by Lin Qiang and Li Wan play a pair of young white-collar elite couples with successful careers, under the magic of professional makeup artists, Lin Qiang's strong and handsome and Li Wan's beautiful and capable have been shown in an all-round way, and a large number of couple photos taken by the two are not inferior to star photos, and they look more down-to-earth. There is also a sense of affinity, which makes a large group of colleagues excited.

When everyone was in front of the slide projector, discussing the enlarged photos one by one, Li Wan saw the intimacy between herself and Lin Qiang in various postures in the photos, and her heart was filled with a slight shallow shame and inexplicable heartbeat.

Lin Qiang was quite chic, and said to everyone with a smile: "Colleagues, after the project is successful, shouldn't Li and I always have additional endorsement fee rewards?"

On the day of the advertising street, the ten newly installed telephone hotlines in the sales office of Hongyuan Huayuan were burst by the consulters, and everyone was asking when to open and when they could visit the sample room.

Lin Qiang had already explained to the wiring ladies in advance and explained to the consultants that the unified opening and visiting times would be announced at the same time on radio, television and newspapers, so that everyone could wait patiently.

And some anxious guests can't wait to come to the sales office to find out.

The luxurious gate of the Huayuan community has already been built, and the exquisite colored carvings in the surrounding walls and public spaces in the community have also been installed, but according to Lin Qiang's instructions, all are still enclosed, and only the sales department with a unique decoration style is open to the public. The multi-layer single renderings of the leaflet, well-printed and rich in detail, greatly inspired the buyers' imagination of the future.

He Yuan and Zhou Yuan saw that the sales office had not officially opened yet, and the sales office was showing a hot scene, and they were very excited in their hearts, and they wished that they could officially open the sale the next day.

However, Lin Qiang seems quite calm, according to the advertising plan formulated by Li Wan, street lamp advertising, taxi and bus body advertising will be invested, and the public's heated discussion on hardcover houses will continue, and this heated discussion will be transformed into continuous attention to Hongyuan Garden, so that it will become a hot event that the main media in Yangzhou City continue to pay attention to and track and report.

Li Wan is also long-sleeved and good at dancing, using the long-term accumulated contacts, in Yangzhou Daily launched a big discussion on the advantages and disadvantages of hardcover houses and rough houses, and every other day threw out a topic that people are most concerned about, such as: rough house delivery standards have national mandatory standards, and hardcover houses in the absence of unified standards, how should the owners do the delivery acceptance? These discussions have also attracted the attention of radio and television stations, which have set up special reports to dig deep into various points of view, and invited relevant authorities in the real estate industry to provide professional answers to the public's questions.

This wave of continuous advertising effect made Hongyuan Garden a household name soon, and carried the increasing expectations of the citizens, and everyone was eager for the moment when Hongyuan Garden was truly unveiled, what kind of big surprise it would bring to everyone.

The first phase of advertising investment is also a large amount, although Lin Qiang and Li Wan personally appeared, saving the celebrity endorsement fee, but the early cost of the entire publicity and promotion is close to one million, however, the people under the trendy brand real estate company feel that it is worth the money, especially He Yuan, who is both a partner of the real estate company and a developer, is greatly appreciated, since Lin Qiang dares to invest heavily in advertising in the early stage, He Yuan is more confident in his marketing plan.

Today's Spring Festival comes early, January 28 is Chinese New Year's Eve, Lin Qiang and Li Wan very accurately grasp the opportunity, when the advertising effect accumulates to close to the peak, it is announced that Hongyuan Garden will officially open on January 16, customers who arrive on that day will receive mysterious gifts, Yangzhou TV will broadcast the grand opening celebration live.

On the opening day, only 38 sets were released, and only on-site orders were accepted, and customers who placed orders on the same day enjoyed an additional 92% discount, and the opening price of the first hardcover residential community in Yangzhou City was not disclosed in all the advertising promotions in the early stage, leaving a biggest suspense.

And this suspense will be revealed in the opening ceremony, He Yuan, as a developer, watched his real estate in just over a week, the attention and popularity of the rise, and at the same time excited, but also very concerned about Lin Qiang's final opening price. According to the original agreement, at the lower limit of pricing, the new trendy brand real estate company has the absolute right to speak on the final pricing of the real estate, although He Yuan can also expect that Lin Qiang's pricing will definitely not be low, but until the last night before the opening, when Lin Qiang told everyone the opening price of the 38 hardcover houses released on the opening day, He Yuan and Li Wan still opened their mouths wide, showing expressions of disbelief.

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"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!