Power marketing: the course background of "both hard and soft" to enhance corporate brand value: Corporate brand promotion often falls into an embarrassing state of "sounding high and few people applaud". For example, articles on WeChat official accounts are rarely read and forwarded, and most of them are internal employees, which fails to achieve the purpose of publicity and promotion. For example, various types of offline brand experience promotion activities are often questioned by front-line marketers to spend a lot of money on small things. Many times it is a mere formality, and many "water passengers" come, which is of little help to the project sales. Finally, it becomes a brand "self-satisfaction" activity. How to take root in the front line, gain insight into the market, be close to customers, let the "brand" land, let the "brand value" speak out and touch people's hearts, really? Course benefits: n fully understand and recognize the professional value orientation of brand planners, correct their working mentality, and contribute to the performance growth of sales front-line departments through effective marketing brand planning; N Through learning, fully understand and understand the cooperative work mode of brand planning, sales and channels. Without brand planning, sales and channels are rootless trees. Without them, brand planning is a castle in the air. N Learn and master the theories, methods and skills of brand positioning, so as to achieve a high degree of matching between the selling point of the project products and the buying point of customer value, so as to carry out a new round of value positioning and value output, effectively distinguish it from competing brands, and let buyers know and recognize it at the first time; N Learn and master the methods and skills of brand copywriting, reshape the brand IP of the project, and enhance the flow and communication of brand soft texts; N Learn and understand the basic logic of new media channel communication. By studying and analyzing the classic real estate company WeChat circle of friends and Tik Tok promotion interactive cases, we will use the "flow" thinking to lead the operation and communication of new media and effectively improve the efficiency ratio of advertising fees; Course time: 1 day, 6 hours/day. Course target: brand planning related personnel of real estate companies. Course mode: theoretical explanation+case analysis+video case analysis+brainstorming course outline. The first lecture: the "power" of brand positioning-you only see me 1. Corporate brand and competitive brand II. Company brand VS project brand 3. Project brand VS project category 4. Own projects and competitive projects 5. Brand positioning step 65438. Step 1: Analyze the industry environment 2) Step 2: Find the concept of segmentation 3) Step 3: Find the supporting point 4) Step 4: Dissemination and application 6. Brand positioning method 1) comparative positioning 2) neutral positioning 3) functional positioning 4) appearance positioning 5) consumer positioning n module in-class exercise: reposition the project brands together (which must be different from competing products in the same region). There are apartments, office buildings, commercial complexes, commercial streets, high-rise residential buildings, villas and other product formats, which leads to the chaotic pace of pushing goods, the chaotic brand promotion of the project, and the large output of project information, which makes the sales staff and customers at a loss. N Case 2: A suburban project-a single value orientation, "highlighting and repeating" Lecture 2: What are we discussing when we are discussing copywriting? 1. Self-cultivation of a brand planner 1) In the eyes of others, the machine declared by the "brand planner" process costs money like water. Car owners have been focusing on "building cars behind closed doors" for 30 years. 2) The "PPT" written by the "brand planner" in my own eyes and the hard-working copy-no one appreciates it tonight. Cooking without rice is difficult-brand promotion expenses are difficult to meet. Self-cultivation of "brand planner" 1. Insist on professional study 1) watching in different places -2) peer exchange -3) scheme research -2. Post-metamorphosis 1) Follow-up sales-2) Follow-up channels-Do not leave the line in three words? 2) Play the role of the customer stepping on the plate-crows are as black as the world? 2. Copywriting skills necessary for brand planners 1) Write correctly: strategic thinking-a good copy is asked; 2) Write well: creative angle-angle determines everything; 3) Write well: insight into human nature-skills are in the brain, feelings are in the heart N case 1: inspirational orange N case 2: Country Garden Lushan Lake-south of Wuhan Change the World N Case 4: Jindi Shenhua Li —— "Full Hardcover Community" Promoting Copywriting N Case 5: Copywriting Master's Six Selling Excalibur 1) Visual Analogy in Folk N Case 6 Advertising Copywriting 2) Extreme Scene 3) Consequence Presentation 4) Manufacturing Competition 5) Interactive Experiment 6) What has been attracting your attention? Please summarize and refine their sexual characteristics? Lecture 3: Media Control and Brand Promotion 1. Three laws of media control 1) The first word of "benefit" is public welfare, which is adopted by the public; 2) "story" goes first; good news travels thousands of miles; 3) "accident" goes slowly; bad things don't go out. N Micro-public welfare activities concern: everyone's participation, public welfare communication and touching case of love: a project case in Country Garden's "Love Water Point" activity: a project case in Country Garden's "Love Lunch" activity: Country Garden's "New Year's resolution101"2. Media communication interest interactive marketing 1) two principles of advertising: principle 1: good cost steel is used in the cutting edge; Principle 2: delivery. Advertising channel screening (analysis of target customer information acquisition channel) n TV-first advertisement n mobile phone-today's headlines, official WeChat account, circle of friends, WeChat big V, Tik Tok, Aauto Quicker n Outdoor-elevator, LCD screen, outdoor brand, wall painting 3) Battlefield change to the online drainage line to receive Tik Tok's recommendation mechanism and strategy How does the traffic heat weighting standard of Tik Tok enhance the weight of Tik Tok and let Tik Tok users? N Real Estate Case: Sunac-Old Friends Season-"Sun Out of My Old Friends" N Real Estate Case: Sunac-Release a Summer Shout to Decompress N Real Estate Case: Vanke-The martial arts in the world are fast and unbreakable n Real Estate WeChat Case: How much is your circle of friends worth? N Real Estate WeChat Case: Hejing * Tianjun Plaza-Nanning Secret Garden n Real Estate WeChat Case: Nanjing COFCO Hongyun-WeChat Marketing Without Powder n Real Estate WeChat Case: Lanzhou Mingcheng Plaza-Measuring Lanzhou New Height Teacher Liu Xuan Real Estate Marketing Counseling Coach Marketing Practical Management Expert 17 Real Estate Marketing Management Practical Experience Once: Yida (China) Real Estate Group (listed) Deputy General Manager of Marketing Center once: Zhangtai Real Estate Group was appointed as the strategic director of the marketing center of Country Garden Group (Fortune 500). He achieved outstanding results in the actual combat of the enterprise and won several regional performance champions:-Hunan Region -2065438+2003, and the contract performance was 5.2 billion (including the opening liquidation of Hengyang project (/kloc-0.3 billion). Breaking the historical record of local single opening sales)-Dalian area -2065438+2005 contract performance completion (real estate sector): 5.5 billion (among which the annual sales of Yida Liu Zhuang villa project: 780 million, the highest in Dalian villa project in that year)-Guangxi area -20 16 contract performance completion: 7 100. Teacher Liu has 17 years of practical experience in marketing management of large real estate enterprises, and is good at modules such as pre-positioning of real estate projects, value positioning, marketing innovation and accurate and efficient channel expansion. With his rich experience, he has formed a unique "marketing manipulation" methodology and helped enterprises many times. → Lead the team to support the opening of Country Garden Shili Silver Beach Project; Alliance with high-speed toll companies to accurately expand toll station customers and establish national marketing with local villagers' groups; Results: Within 45 days, the performance of supporting the opening reached 320 million (the first among the nine regional support teams) → I led the team to support the large-scale opening of Country Garden Golden Bay project, established cooperative relations with local tourism bureaus, exit-entry management centers and tourism enterprises, and explored customers entering China; Results: The achievement of 45-day support opening was 630 million yuan (23 regional support teams ranked second) → led the opening of the Zishan Lake project in Country Garden, subverted the previous project value positioning, repositioned it, and made a "short, flat and fast" landing implementation plan (online+offline) for the lack of project recognition; Results: The opening performance was completed: 65.438+0.28 billion yuan (turnover rate was 90%)→ I once led the suburban holiday project of Country Garden Qingquan City. Due to the poor effect of bringing customers, I applied for price reduction promotion many times, but the performance was still not as good as expected. After market field research and project diagnosis, the target customer base was expanded to Guangzhou market, and the application for price increase was 654.38+02%. Thousands of intermediaries try their best to bring customers within one month. Results: The opening performance was 760 million, and the inventory elimination rate was 85%. Some teaching cases: ▲ I have taught courses such as marketing team building and management, real estate marketing planning skills improvement, real estate channel marketing, etc. for Country Garden Shandong, Henan, Jiangxi, Hubei, Hunan, Sichuan and other regional companies under the new situation. Accumulated 9 1+ period ▲ I have told Yida Real Estate courses such as Quick Sign-the Road to the Growth of Sales Champion, Real Estate Channel Marketing under the New Situation, and Growing Against the Trend-Real Estate Whole Process Marketing in Actual Combat. A total of 15+ period ▲ I have taught 55 intermediary stores in Dalian Chain Home such courses as Quick Sign-the Road to Growing into a Sales Champion, Growing Against the Trend-Real Estate Whole Process Marketing Practice, and Real Estate Channel Marketing Practice under the New Situation. A total of 12+ period ▲ I have taught Wuzhou real estate courses such as contrarian growth-real estate whole process marketing practice, real estate channel marketing practice under the new situation, and key customer service marketing based on "value * * * creation and performance * * * winning". Accumulated 8+ periods ▲ successively taught Qingte real estate courses such as Real Estate Channel Marketing under the New Situation, Contrarian Growth-Real Estate Whole-process Marketing in Actual Combat, and Quick Signing-The Road to Sales Champion Growth, and accumulated 8+ periods ▲ successively taught Zhangtai Real Estate such as Real Estate Channel Marketing under the New Situation, Real Estate Marketing Planning Skills Improvement and Marketing Team Construction and Management. Accumulated 8+ periods ▲ I have taught courses such as "Real Estate Channel Marketing under the New Situation" and "Quick Sign-The Road to the Growth of Contemporary Real Estate Sales Champions". A total of 6+ lecture courses: construction and management of marketing team, improvement of real estate marketing planning skills, real estate channel marketing under the new situation, fast signing-the way to grow into a sales champion, growing against the trend-real estate whole-process marketing, and key customer service marketing based on "creating value and winning performance". Teaching style: Teacher Liu emphasizes consultation. Training skills are used to promote students' knowledge absorption, while coaching skills are used to guide students' self-awakening. In the training process, a large number of vivid case-assisted teaching (full case teaching, more than 100 classic practical cases from the top 30 real estate companies) are adopted, emphasizing the systematicness and practicality of the course, so that students can learn when they come, that is, they can learn, use and change. Some clients I have served: Jindi Real Estate (Hunan), China Merchants Property, Vanke (Guangzhou), Ocean Shipping Property (Dalian), Rong Sheng Real Estate (Hunan), wuzhou international, Country Garden (Shandong, Hubei, Hunan, Sichuan, East Zhejiang, West Zhejiang and Shandong), Yao Qi Real Estate, Qingte Real Estate, Yida Real Estate, Zhongxinhai Real Estate and Poly Real Estate (Guangxi). Real Estate: Teacher Liu's course "Growing Against the Trend-Real Estate Whole Process Marketing Practice" helps the core management team of our company's marketing front comprehensively sort out the effective methodology for improving project performance from four aspects: standardization, systematization, differentiation and innovation. Many cases are of great help to us, but only provide us with problems in actual marketing. -Manager Liu of Country Garden studied Mr. Liu's "Real Estate Channel Marketing under the New Situation", only to find out how one-sided and superficial his understanding of channel development is. In the past, he felt that it was good to develop channels as long as he could endure hardships and work hard. Now he finds that there are so many methods and skills, especially the precise thinking and methods of customers in different scenarios. Personally, I think they are very effective. I believe that the team can learn and implement immediately after coming back, which will definitely bring about the improvement of performance. Thank you again for your wonderful sharing. -Green Land Real Estate Manager Wang's "Quick Sign-The Road to Growing into a Sales Champion", so the course, as its name implies, from self-driven spiritual weapons to omnipotent sales tricks, one practical case after another and one practical skill after another really opened our team's eyes and deeply realized our own shortcomings. The original sales champion can be mass-produced, step by step, bit by bit. -Mr. Lin's lesson in COFCO Real Estate has both theoretical and practical basis. It's not grandiose, but it's appropriate and comfortable. Teacher Liu has both theoretical and practical experience, especially good at persuasion. Have the opportunity to participate in the teacher's systematic sales training. —— As a sales and management personnel, Mr. Zhao, the supervisor of China Merchants Property, has rich practical experience, solid basic skills, clear teaching ideas and meticulous logical thinking. Pay attention to the practical experience in work and work life when teaching, and guide students to actively participate in the classroom. The classroom atmosphere is active and good at guiding the discussion among students. —— Director Zhang of Poly Real Estate