Open the plate and make suggestions.
I. Introduction
The commercial street project of Juxinrong famous and special products has been put in place since the sales staff entered the market. With the joint efforts of employees from both sides of the company, all preparations have been put in place one after another, and the project is about to make a brand-new appearance with a brand-new attitude.
Based on the operation concept of famous and special products commercial street promoted by this project, during the opening period, the opening ceremony and activities are the focus of the game. Therefore, in order to promote the opening sales of the project smoothly, on the basis of integrating all the resources of the project in the early stage, we should make full use of the opening activities, stir the atmosphere of the sales site, and transmit the project information to the public, so as to obtain high-frequency market communication opportunities and make the case win the first battle at the opening.
The premise of this opening activity is: the two sides reach an understanding, and under the condition that all aspects of work are ready, through the cooperation of the two companies, we will strive to make the opening activity an instant hit! Therefore, after discussion and research by the company's personnel, it was initially decided that in order to have more sufficient brewing time in the early stage, the grand court session was held at 65438 on February 7.
Two. Opening ceremony activities arrangement
1, draw the lottery
Through the distribution of questionnaires, the information of the opening ceremony of Juxinrong and the "Fulu Wangqian Award" was disseminated, and people were widely attracted to draw prizes at the sales site, so as to strengthen the opening atmosphere, tap the target customer groups of this case and create sales opportunities;
1) Lottery time: 65438+February 7th, one day (starting at 9: 30).
2) Lottery recipients: those who carry questionnaires or lottery tickets and intended customers.
3) Location: Juxinrong Sales Office
4) Award setting:
First prize: the lottery has the word "Fu", and Amoi A6 mobile phone 1 wins the prize.
Second prize: the lottery has the word "Lu" and there are three microwave ovens.
Third prize: the lottery has the word "Wang" and a hot water kettle 12.
Fourth prize: the lottery has the word "Jubilee", and 50 people have an umbrella for gathering happiness.
Supplementary explanation of the activity: All participants will receive a copy of Ju Xinrong (mug) conference present.
2. Opening lion dance performance (cum red envelope of God of Wealth)
Through the opening lion dance performance, we will create a festive and auspicious atmosphere for the project, so that the project will form a festive and auspicious concept in the eyes of customers and be more easily accepted by customers.
1) Activity time: 9: 00 am-12: 00 am;
2) Location: in front of the sales office or within 500m of Quanyong Road;
3) Activity form: lion dance: 10- 12 people, two big lions (4 people), two little lions (2 people) with hydrangeas (1 person) and musical instruments (3-4 people) for live performance;
Jumping the God of Wealth: A group of two people dressed as the God of Wealth gave out red envelopes on the spot to show congratulations on making a fortune.
3. Ju Xinrong's famous specialty "Eight Beats"
The high-frequency exposure of the project was obtained in the form of auction of famous and special products, and the content was consistent with the image of the project, which gave the participants the impression of a commercial street of famous and special products for the first time, heated the atmosphere at the scene and gathered popularity for the sales site;
1) Time: 65438+February 8-65438+February 10 for three days;
9: 00 am-12: 00 pm: 2: 30-5: 00 pm.
2) Location: Site (or at the side of the sales office or at the gate of the parts factory)
3) Auction form: the on-site host presides over the auction;
4) Auction content: related famous and special products and some attractive products.
5) Operating ideas: The starting price in 8 yuan, during the auction process, always mainly small commodities, interspersed with relatively attractive large commodities (household appliances); The auction of each kind of goods should be carried out in turn to avoid duplication;
6) The daily auction list is as follows:
Product category, specific category, order quantity and funds were put into auction.
Tea 4,400 pieces of all kinds of tea and tea sets are a unit.
Grease, edible oil, salad oil, peanut oil and blended oil. 10 200 is bottled.
Liquor such as Jiannanchun, Fujian Taichun, Maotai, Gu Jing Winery, Shuanggou, Yanghe, Tuopai and Erguotou. 5200 in bottles;
Jin Xue Qing Yuan or Hui Quan Beer 5 cases of 200.
Seven wolves, double happiness, agarwood, stone lion, 555, etc. 5500 pieces are packed in strips.
Dry-packed mushrooms, dried bamboo shoots and fungus, as well as various dried fruits and processed meat products 10 300 bags.
Daily shampoo, shower gel and 10 200 are all bottled.
Household appliances, televisions, microwave ovens and disinfection cabinets are each 1 2600.
Small household appliances, such as hair dryers, tape recorders, pressure cookers, razors, etc. , are each 1 300 units.
Total cost of the above items: 4,900 yuan. It is estimated to recover 50% and invest about 50%, that is, about 2450 yuan.
Note: 1. In order to minimize the investment in activities, the principle of "selling for compensation" is adopted, and a certain number of auction items are limited to be purchased first until they are sold out. If it can't be sold, it will be the auction of the next day;
2. The auction commodities listed above can be purchased according to actual needs.
4, opening discount promotion Golden Week
In order to promote the sales of stores in Juxinrong Commercial Street, a store promotion unit was launched within one week after the store opened, as follows:
Floor price of No.m2 (RMB /m2), promotion price of both parties (RMB /m2) and total promotion price (RMB)
A2 38.6 1 8000 7800 300000
A9 39.78 8300 8000 3 18000
a 18 4 1.44 8400 8 100 335000
A36 53.68 6800 6600 365000
b 15 28.7 1 6500 6280 180000
Note: 1) The above promotional price is 200-300 yuan per square meter, and the total price is 8880- 12432 yuan;
2) Anyone who intends to send an umbrella to the customer; In addition to the special offer, the winner will also get an umbrella;
5. On-site packaging of sales office and matters needing attention:
The sales site is the front line of sales and the key to the success or failure of sales. Therefore, on-site packaging and atmosphere rendering are very important.
1) construction site: colorful flags (and auction erection and cloth) and project walls are inserted around the arch;
2) On-site flower baskets in the sales office (8);
3) All customers who come to the site are presented with fragrant teas and gifts (a large cup);
4) Before the opening, the sales staff is responsible for informing customers to come to the sales office to collect gifts and lottery tickets on February 7, 65438, and informing them of the lucky draw and opening preferential activities;
5) On the opening day, it is very important to grasp the sales control at the sales site, so it is necessary to strengthen the training of sales personnel and conduct a live simulation exercise before opening;
Third, the advertising media publicity arrangements
During the opening period, various media were comprehensively used to spread the information of real estate sales and lottery through multiple channels to attract customers, enhance customer confidence, further promote sales, shape the image of the project and create a win-win situation for all parties.
Media delivery list:
Release time and cost budget of media distribution channel theme and content specification table
The soft article report of Quanzhou Evening News mainly appeals to the planning of the western suburbs and the development prospect of commercial transportation. Financial news 1/3 edition 2002.5438+0 1.27 30000 yuan.
Southeast Morning Post publishes information on project promotion, opening activities and lottery. Southeast Morning Post 1/2 edition (monochrome) 2002. 1 1.28 7920 yuan.
Quanzhou Evening News forecast and public edition "The government invested heavily to build the artery of western commerce, and Quanzhou's first famous commercial street built a new version of western commerce" 1/3 edition set red 2002. 12.6 3 1652 yuan.
Quanzhou Evening News used Quanzhou Evening News to convey the comprehensive quality image of the project, including 2002. 1 1.29 43000 yuan.
In addition, while arranging the media, we should pay attention to the investment in outdoor advertising and further increase the publicity of many projects.
1. On-site information transmission: the transmission of the selling point elements of the sales office salesman's on-site project;
2. Cloth advertisements: cloth strips and cloth strips are hung at the main intersections around;
3. Pre-sales personnel distribute newspapers and questionnaires (Beifeng, Fengzhou, Jiangnan, pontoon bridge, western suburbs, etc.). )
Four. Activity budget
1. Opening lottery: 8060 yuan (except umbrellas and mugs, other gifts will be implemented by the developer).
2, lion dance: 2,400 yuan to jump the god of wealth: 500 yuan;
3. Auction: the cost of auction items: 4,900 yuan; Others: 800 yuan
4. On-site packaging: bunting: 240 yuan (40 faces) flower basket: 480 yuan (4 pairs)
5. Tea set: 30 yuan; Tea: 20 yuan.
6. Outdoor cloth advertisement: 1500 yuan.
7. The red envelope of God of Wealth: 500 yuan (500 red envelopes per 1 yuan).
Activity fee: 19430 yuan (including lucky draw gift fee); Media fee: 1 12572 yuan.
The total cost is: 132002 yuan.
Vanke Golden Home Internal Subscription and Opening Plan
First, the purpose of opening preparations
1. Determine the intended buyers before the official opening of the project to prevent the loss of registered customers.
2. Render the atmosphere before the official opening, accumulate popularity, and lay a solid foundation for the official opening.
3. Through the image advertisements, press conferences, foundation laying ceremony and Mochou Lake Garden Party in previous issues (if any), Nanjing people have a certain understanding of Golden Home and Vanke Real Estate, and launching some SP activities while the iron is hot and establishing the concept of first come, first served is bound to produce a certain market sensation.
4. The phased price increase makes customers feel the "appreciation potential" of golden homes.
5. Further detect the needs of target customers and provide timely market feedback for price adjustment and sales control.
6. It is an excellent opportunity for new salespeople to participate in practice and lay a solid foundation for future sales.
Second, the work must be completed before the official start-up period.
N sales offices and model houses have been renovated, and the reception of shopping guide period has begun;
N Outdoor advertising setting-at least set up and publish the image billboard of the original sales office, and the publishing time shall not be less than 1 month from the opening date;
The production and installation of image packaging and guidance system outside the surrounding area of the project are completed;
N Website and sales office website image packaging completed;
The brand and image promotion in the early stage of N has achieved certain results and accumulated enough customers.
2. 1 advertising
2.2 product promotion meeting (from the beginning of March to the end of April) shall not be less than 3 times.
2.2. 1 Vanke club member product promotion meeting
On April 20-2 1, a small-scale product promotion exchange meeting was held for Vanke Club members. Inform Vanke members of the activities in advance and ask the participants to give a reply (telephone/letter). According to the actual number of participants, it can be divided into several days, with no more than 150 people per day. The important processes are as follows:
Visit customers to register.
Welcome speech by the general manager of Nanjing Vanke Company.
Vanke will send personnel to give a unified overview of the property, analyze the advantages and report the progress of the project.
Free consultation for customers (one hour).
Hold buffet dinner, prepare drinks, meals, etc.
After dinner, a self-entertainment music performance organized by Vanke members can be held live.
2.2.2 Group purchase product promotion meeting
From the beginning of March, 20~30 major target units were selected from industries with high profitability in Nanjing, such as banking, securities and IT. Business personnel can contact each other through email, project introduction, etc., list the units with feedback of demand information as key direct selling targets, and make corresponding promotion plans according to the specific needs of different direct selling units for direct selling home visits. In addition, for key office buildings in major cities, we will set up consultation activities during lunch break, such as renting office halls or outdoor squares, to further expand the scope and influence of direct sales. After the first round of direct sales promotion, analyze, sort out and file the target customers with strong intentions accumulated in direct sales activities, and then inform the key customers to hold the product promotion meeting of "Vanke Golden Home" in Sheraton Kingsley Hotel on April 13. The estimated number of participants is about 100. Please refer to the product promotion meeting of Vanke Club members for the meeting process.
2.2.3 Public promotion meeting
On March 23rd, we will hold a product promotion meeting for the citizens in Nanjing crowded areas such as Golden Eagle International, Oriental Mall and Sheraton Kingsley Hotel in Xinjiekou. We can rent the shopping center lobby or outdoor plaza. The key point is that it can be combined with the activity of "100 reasons for liking Nanjing" sponsored by Vanke company. For example, the publication of award-winning essays or the Hexi master plan exhibition in cooperation with the government. There will also be live cultural performances, such as performances by foreign jazz bands or China drum bands. Cooperate with the promotion meeting to carry out colorful, lively and interesting activities, expand the influence of products, and build momentum for the formal promotion of future projects. At the same time, this kind of activity can give consideration to different levels of customers, increase the channels of project information dissemination, and thus accumulate a number of target customers.
2.2.4 "Vanke Strategic Partner" Press Conference
On March 23rd, Jinling Hotel (or Sheraton Kingsley Hotel) held a press conference on "Vanke Strategic Partner". Media reporters from major newspapers in Nanjing are invited to participate. At the meeting, Vanke's product development concept of first-class combination, first-class products and first-class service was emphatically introduced, from project planning and design (Woods Berg), environmental landscape design (Belgoring), decoration design (Meng Si-Li Guoliang), builder (Nantong No.4 Construction), marketing consultant (Zhongyuan Real Estate), advertising promotion (sky communication) to clubhouse expansion (Kingsley Hotel) and education. It shows that the planning, design, development, construction, marketing and promotion of Vanke Golden Home are all done by an international elite team. There are only three-dimensional renderings of products, clubs and environment at the meeting. Display, without making a specific floor plan, to maintain a certain mystery of the project. After meeting, give corresponding gifts (more expensive, such as leather goods, ties, collar clips, cufflinks, etc. ) to all journalists and guests attending the meeting.
2.3 Suggestions on SP activities during startup
2.3. 1 "One hundred reasons to like Nanjing" series of public relations activities.
From the beginning of February to the end of March, the winning works were publicly displayed in cooperation with the essay "100 reasons for liking Nanjing"
Opportunity: Starting from April, Vanke Golden Home Real Estate Exhibition can be displayed in outdoor venues together with the winning works, highlighting the title sponsored by Vanke. The exhibition of the award-winning essay will promote the early display of the real estate, enhance the affinity of Vanke brand and enhance Nanjing people's sense of identity with Vanke brand, which will not only play a beneficial role in the "Golden Home" project, but also play a beneficial role in the subsequent development of Vanke's real estate in Nanjing.
2.3.2 Vanke's Golden Journey
From March 5th, questionnaires will be distributed to target customers through meeting with 10,000 people or on-site exhibition activities, including purchase intention, price, room type, property management, landscape requirements, etc. , so as to provide the basis for the formal promotion of the project and the adjustment of sales strategy. Then choose 50 distinguished customers to visit the real estate of Shanghai Vanke. It is suggested to take customers to Shanghai with four Iveco (image advertising vehicles) on April 6. In the morning, they will visit Yosemite, and in the afternoon, they will visit Vanke Waltz. Make customers have an intuitive understanding and understanding of the products developed by Vanke Real Estate, and enhance emotional communication with customers.
Option: 10 customers can also be selected to visit Vanke's excellent properties in China (Shenzhen, Beijing). The premise is to attract Nanjing news media to report the whole incident.
2.3.3 Sales-oriented development of selling points.
We can consider contacting some influential departments and industries (such as universities, banks, securities, and governments) in advance, selling a number of properties to them in a preferential direction, and making good use of their guiding role to promote the overall sales of properties. For example, this year coincides with the 0/00th anniversary of Nanjing University. If we can attract experts and professors to join us, we can create a quite sensational effect.
2.4 Confirmation of Building Information
A. Property management (service items and charging standards)
B, intelligent standards
C, building materials standards
D, supporting equipment standards
E, public * * * regional decoration standards
F, club (Kingsley) service fee standard
G. sales price and payment method
H, purchase and occupancy costs
2.5 Sales props preparation
A. Model
B. Display board
C. Sales brochure (including hardcover edition and simplified edition)
Part D. VI (clothes, name tags, folders and other props of sales staff)
E. Improvement of marketing materials
F. Retraining of sales staff
G. Sales field service personnel (safe and clean)
H. price list
2.6 project progress guarantee
Sales offices, model houses, model rooms of residential environment and model rooms of lakeside are all completed.
After reaching the above-mentioned guidance period standards, we can ensure that the opening will achieve the expected results.
Third, the project bid opening process
3. 1 customer screening
As a result of the reception of the 10,000-guest club, real estate exhibition activities, key direct sales and other ways, a number of intended customers have accumulated, and these customers may not know much about the price and apartment type of the project. For various reasons, some customers may not be our real target customers, so it is necessary for us to screen registered customers and introduce the project again to ensure that truly sincere customers come to the sales office to pay a large deposit (initially set at 20,000 yuan) on the official opening day.
3.2 Sales Preparation Execution Process
Time arrangement, work arrangement, preparation work.
2/2 1 n submit the price list of the internal subscription plan of the first batch of units to be pushed.
2/22-27 n discuss the implementation plan and determine the details of n division of labor.
2/28-3/6n Price List Adjustment in the Introduction of Detailed Sales Control Scheme
3/7- 13 n Complete the sales preparation plan
3/23 Public Promotion Meeting n held a public promotion activity in Xinjiekou, in order to cooperate with Vanke's "100 reasons for liking Nanjing" activity. N hold activities such as drumming, games and lottery to gather popularity. N standard room plan, internal price list, production of activity exhibition board, on-site packaging and newspaper announcement (including internal member notice)
4/8 "Strategic Partner" press conference N was held in Jinling Hotel (or Sheraton Kingsley Hotel), and media reporters from major newspapers in Nanjing were invited to attend. N Only the corresponding performance diagram is published, and the specific floor plan is proposed by the Ministry. Movable exhibition board production and on-site packaging
4/ 13 group purchase promotion meeting n On April 29th, we received group purchase intention customers in the conference hall of Sheraton Kingsley Hotel, asked relevant questions and informed the fund-raising time. N Only the on-site layout of Kingsley (including exhibition boards and renderings), the preparation of sales props such as models and loushu, and the preparation of buffets and small gifts within the price range of 5700 yuan/square meter are announced.
4/200,000 Vanke Club Members Promotion Meeting n Notify Vanke Club Members in writing to participate in the internal promotion activities held in the conference hall of Sheraton Kingsley Hotel. N announce the price range within 5700 yuan/square meter, and n arrange Kingsley site (including exhibition boards and renderings, etc.). ), n prepare sales props such as models and ground books, and n prepare small gifts.
4/22-26 n Notify (telephone/letter) the target customers (cumulative customers such as group purchase and Vanke Club) to participate in the preferential fund-raising activities on April 27-28. N fill in the letter and mail n media advertisements to inform the sending information.
4/27 fundraising work \ nConduct external fundraising work at Vanke Club. N Determine the real estate price and opening plan according to the amount of funds raised. The United Nations strengthened its security forces to maintain order on the spot.
5/ 1-7, the sales office began to receive customers' n sales office, and the model house began to receive customers' visits. N Arrange dragon boat races and other activities to celebrate the garden. N Complete the website layout. Send a small gift.
5/8 internal subscription N Group and related customers, as well as internal subscription of Wankehui members, with a small deposit of 5,000 yuan. Making small deposit receipt. Arrangement of financial personnel.
5/ 10 officially opened \ nOfficially announced the price list, subscribed for the corresponding units, and received a large deposit of 20,000 yuan. N control the number of contractors entering the site, ensure the on-site order and sufficient popularity n seal up the units that have been subscribed internally. Making deposit receipts. Arrangement of financial personnel. If it rains that day, prepare an outdoor sunshade.
3.3 Detailed process of key nodes
3.3. 1 Implementation Plan for Financing Activities
From April 20, it was announced in newspaper advertisements that a fund-raising activity would be held on April 27, without specifying the specific quantity, only mentioning that the quantity was limited and first come first served. And you need to bring your ID card.
Inform (telephone/letter) customers accumulated in the early stage to wait outside Vanke Expo at 9: 00 on April 27th. And you need to bring your ID card.
Put up posters at the scene in advance and distribute relevant DM advertisements at Xinjiekou.
Set aside queuing channels to strengthen parking and on-site customer management.
It is planned to distribute 300 chips. Red chips (97% discount) 100; Yellow chips (98% off) 100; Blue chip (99% discount) 100. Strictly keep the number of chips confidential before distributing them until they are all distributed. At the same time, you can make more blue chips in advance to meet the urgent needs of the site.
The general sales control informs customers to enter the site. Each batch of customers will be grouped into 10, and the latter customers will enter the site in turn.
Every customer who gets the chip needs to register his ID number. Inform the customer that they need to bring their ID card when opening an account, which is consistent with the registration number, in order to cash in the chip discount.
3.3.2 Implementation Plan for Open Day of Sales Office
Invite interested customers for internal visits and activities (if the actual number is large, you can share the visits in the next few days, before 100 in May/1).
5/ 1 On the same day, Wanke sent personnel to explain the real estate situation in a unified way, and customers were free to visit the rest of the time. Business personnel are only responsible for maintaining order and explaining the problems that customers care about.
It is suggested to organize a "carnival" on the opening day of the sales office and prepare some drinks (red wine, drinks, etc. ) and western-style meals for participants to enjoy. At the same time, Little Square outside the sales office invited literary and art groups to perform (jazz band, cello, saxophone, etc. ). In the afternoon, Mochou Lake will hold a dragon boat or boat race to celebrate its opening, and customers can watch it on the outdoor platform. Do more publicity around the dragon boat race in advance to attract the general public to watch and expand the influence of the real estate.
At noon, Vanke will arrange a luncheon to strengthen communication with customers.
After the visit, customers will be given small gifts such as Vanke T-shirts.
Do not disclose the specific price of the real estate, only announce the price range within 5,700 yuan, and inform customers to open in May, 10, first come, first served.
3.3.3 Internal Subscription Implementation Plan
Notify (by phone or letter) members in the name of Vanke Club that 5/8 members have priority to participate in the internal subscription activities of the on-site sales office.
Customers who came to the sales office on the day of the notice waited outside the Vanke on-site sales office at 9: 00.
Arrange the queue position and strengthen parking and on-site customer management.
Customers other than Vanke Club members are not accepted on that day. You can post a notice poster outside the sales office and arrange a temporary shuttle bus from the sales office to Vanke Club to receive customers for one day.
The main sales desk informs customers to enter the market to buy, and each batch has 10 customers. The whole reception time is strictly controlled. Customers who have not made a decision in a short time will not wait, but will be arranged in the rest area to continue their consideration, and the last batch of customers will enter the market in turn.
A formal offer was made to launch two buildings 100 units near the sales office.
The salesman leads the customers with clear intentions to the general sales control desk, the customers submit their ID cards, and the staff fill in the receipt and subscription book (in duplicate).
The staff will guide the customer who has completed the subscription book to the deposit collection office, and the customer will pay the money, one for the customer and one for the customer.
Small customers need to go to the sales office on the opening day of 510 to complete the large order and make up the large order of15,000 yuan (no refund). If it is overdue, it will be regarded as automatic waiver. If the pre-sale expectation is optimistic, the time limit can be relaxed.
If customers don't have the opportunity to buy our first-phase housing, when the second batch of housing is launched, we promise that Vanke Club customers will have the priority to choose.
3.3.4 Opening process
Customers who came to the sales office on the day of the notice waited outside the Vanke on-site sales office at 9: 00.
Arrange the queue position and strengthen parking and on-site customer management.
The main sales desk informs customers to enter the market to buy, and each batch has 6- 10 groups of customers. Because customers have multiple alternative purchase plans, the whole reception time is strictly controlled. Customers who have not made a decision in a short time will not wait, but will be arranged in the rest area to continue their consideration, and then customers will enter the market in turn.
If two or more customers choose the same company at the same time, the chip number on the receipt takes precedence.
The salesman leads the customers with clear intentions to the general sales control desk, the customers submit their ID cards, and the staff fill in the receipt and subscription book (in duplicate).
The staff will guide the customer who has completed the subscription book to the deposit collection office, and the customer will pay the money, one for the customer and one for the customer. The staff issued gift certificates.
When the customer fills in the subscription form, the person in charge of the sales control desk will inform other salespeople of the units booked in time and will not recommend them to the customer.
Two buildings near the sales office 100 units were launched, and other units were pushed after booking, resulting in a situation of "demand exceeds supply".
Customers can collect souvenirs from the gift department with the subscription book and gift certificate (gifts to be determined).
If customers don't have the opportunity to buy our first house, when we launch the second house, we promise that these customers will have priority.
Seal up the units subscribed by members of the group and Vanke Club.