What does circle marketing mean?

Question 1: What are "circle" and "circle marketing circle"? It is to circle people with similar attributes and divide them into one category. For example, these people like to play golf, these people like to fish, and these people like to run. Then we will put all kinds of labels on them. This is a circle;

Circle marketing: conduct public relations, design interactive scenes and generate sales for this group of tagged people.

Question 2: What do circle marketing and circle activities mean? It is in the process of project marketing that the target customers are regarded as a circle, and the so-called precision marketing is carried out through some information transmission and experience interaction aimed at them. The basic principle is "high-end, niche". The comparable public relations companies in Shandong have style and depth. Style is an advertising company that does brand integration and promotion.

Question 3: Four characteristics of circle marketing "circle marketing" should have three operating principles:

First, the "circle layer" can be divided into the inner circle layer and the outer circle layer. Realizing the marketing growth of real estate projects through "circle layer marketing" requires internal and external linkage. "circle marketing"

The target group is in the inner circle, and the value construction is also carried out around the inner circle, but the formation of spiritual added value is mostly completed in the outer circle. Real estate development usually takes a long time, in a project.

On the premise that the product is excellent enough, a premium beyond the product strength will be formed through the strategic positioning in the early stage and the dynamic promotion of the market image. Although the outer circle is not the target group, their word of mouth will enhance the goal of the inner circle.

The psychological value of customers, enhance their purchasing motivation. Therefore, in marketing, we should also consider what kind of marketing arrangements there are in the outer circle. For example, CITIC Triumph City is not a land of mountains and rivers, but a "wasteland-built city"

In this process, it has gradually become an urban landscape, and many young people often choose to take "wedding photos" here. For customers, this is an honor.

Second, "circle marketing" should extend to the stage of product value structure, that is, the stage of project planning and design, which should help to complete the value structure and be able to

Target groups provide products that best meet their needs. There are many relationships and methods worth studying. For real estate, product is a strategic issue, and strategy is the key to success. Therefore, the study of circle layer should be related to terminology.

The goal-oriented work is synchronous or even ahead of schedule. Is this city forming a new social circle? What are their different value orientations from other old circles? What products do they need?

Can be reflected in product design.

Third, the method of "circle marketing" should be more integrated, rather than a single party and other activities. One reason why the operation of "circle marketing" is too simple is that,

Too much emphasis on sales orientation, only paying attention to the purchase intention of target customers, often the real theme of activities is project sales; Second, there is a lack of in-depth research on its own "circle", or this research is based on

On the basis of "taking it for granted", only when the methods of circle marketing tend to be more integrated, the means and resources are richer and the cycle is longer, and the opportunities are really sought from the perspective of guiding customers' needs, can the self-expansion of "circle" be formed.

Capacity, gradual upgrade and replication ability, so as to accumulate more loyal customers for the future.

Question 4: What is real estate circle marketing? Circle marketing is the main marketing method of high-end products at present. It mainly delivers information to target customers in a private and effective way through peer-to-peer marketing. From the marketing experience of high-end products, we can give the following suggestions:

1. Invite customers to visit the project.

Main forms: designer's product interpretation, luxury goods exhibition held on the project site, lifestyle luxury goods customers such as johnnie walker and David Duff invited to taste it, and top-class car test drive activities held. , mainly to create a private business communication platform with activities that meet the customer's identity.

2. Attend high-end exhibitions

There are mainly top private goods exhibitions, Fushi Fenghui, China International Luxury House Exhibition, China Home Club and joint activities with luxury brands. This bell ringing activity is mainly carried out in the form of going out. With high-end exhibitions, you can establish an image and it is an effective way to improve your visibility.

3. The tour is operated by a professional tour company, and the product promotion activities are carried out in the hotel. The company invites the target customers by itself, and at the same time, the exhibition company uses its own data customers to realize point-to-point visits, avoiding unnecessary crowds and ensuring the nobility of the project.

Question 5: The definition of circle marketing As a marketing term, the concept of circle marketing has been popular in the real estate industry for some time and has played a great role in the marketing of many high-end projects, such as Vanke? 17 mile, Vanke? Rancho Santa Fe, Guangzhou Xinghewan, Beijing Xinghewan, Guiyang Shanshui Qiancheng. However, most projects only regard it as a kind of "marketing activity" similar to so-called "text marketing" and "activity marketing", rather than a systematic marketing tactic or specific marketing strategy. At present, our understanding of "circle marketing" is too simple. It is easy to have a basic understanding of it through literal meaning, that is, in the process of project marketing, the target customers are regarded as a circle, and the so-called precision marketing is carried out through some information transmission and experience interaction with them. In terms of operation methods, the most common thing is to do a quality appreciation cocktail party, golf competition, tennis competition and other activities. At this stage, the cultural life of the circle is an activity that allows the owners to gain a sense of spiritual belonging and inner glory.

Question 6: What are the advantages and disadvantages of circle marketing? Please speak more carefully, thank you for circle marketing. The advantage is accurate target group positioning. For example, people in a circle are basically * * *, so after determining a circle according to a certain * * *, the target group is very clear, and then marketing in this circle can save some costs, resources and efficiency. Moreover, people in the circle will have a spontaneous way to communicate with each other, which can also promote brand promotion to some extent.

The disadvantage is that there are many people. If the positioning is not accurate, it will easily lead to the whole orientation error or miss other target groups.

Question 7: How to do circle marketing for real estate? What is "circle marketing" and "circle marketing"

"Circle" is a generalization of a specific social group. From the perspective of "birds of a feather flock together, people are divided into groups", a circle is a small circle of people with similar economic conditions, lifestyles and artistic tastes. Circle marketing is point-to-point marketing for such a small circle, which can also be called precision marketing.

Circle marketing was widely used in luxury goods industry before it was applied to real estate industry. LV, GUCCI, Rolex? These luxury brands often invite some celebrities and rich people to participate in new product release or art appreciation activities. Its purpose is threefold: (Guangzhou Hanyin Marketing Outsourcing)

1. Effective transmission of brand information and expansion of customer base;

Second, brand recognition tends to be consistent with word of mouth;

Third, as a means to maintain customers, promote customers to buy many times for a long time.

These functions can also be proved in real estate marketing, so in real estate marketing, circle marketing is also more linked with the value elements of luxury goods and fashion projects, hoping to improve the perceived quality of real estate through the use of comprehensive means to create a sense of value.

There are the following categories of circle marketing activities: promotion.

Praise your products and take the opportunity to sell your house. There are product promotion meetings, details promotion meetings, demonstration room appreciation, product release meetings and so on. Taste category

Intentionally enhance the sense of identity and quality of the participants, thus improving the taste of the house. There are wine tasting, cigars tasting, antiques tasting, tea tasting and so on. Competition class

Organize customers and engage in some high-end activities. Such as golf, tennis and so on. Custom category

Celebrity endorsements, private parties, etc.

Strategic alliance class

It is a win-win model of cross-border marketing, such as test drive of famous cars, concerts and art exhibitions.

The application rules of circle marketing

Rule 1: judge the characteristics of your product.

The so-called product character is the quality and self-restraint it shows. Its external characteristics are mainly reflected in architectural style, landscape style, marketing center, outdoor image, cultural connotation and so on. Every product has a different personality. Some show American free culture, some show intellectual territory, and some love China culture. These symbols are the embodiment of product personality.

Rule 2: subdivide the circle.

After the product's personality judgment is accurate, reorganize the product's circle subdivision around the product's personality. Maybe I contacted Wenzhou Chamber of Commerce or other chambers of commerce and found that they were not interested in organizing activities. This is because such a large chamber of commerce has so many members and different personalities. Therefore, this organization is still anti-aircraft guns to kill mosquitoes, and nothing can be seen. Therefore, if you are subdivided into a small group, the higher you go, the less you can see at the top of the pyramid, and you can't see clearly if you see it. Don't expect to catch big fish by casting a net.

For example, for bosses, working emperors and showing off wealth, we share customer resources with BMW 7 Series. Because the BMW 7 Series is a typical configuration in this group of people. When dealing with celebrities, artists and athletes, we will go to chambers of commerce, golf clubs, automobile clubs, collectors associations and so on.

Rule 3: extend one by one by point piling.

This is the most effective method. If you find a multi-millionaire who is very interested in your products, then you can implement circle marketing. For this multi-millionaire, there are at least 10 matching rich people in his circle. You catch this rich man and blend in with his circle, and you open up the situation. This is the process from point to surface and then from point to surface. Rule 4: Circle marketing should give full play to the role of marketing centers and clubs.

Whether you are doing activities or launching marketing, you must be on site. Product experience and activities should combine the highlights of products. The marketing center plays an organizational role, and the club strengthens respect and lifestyle.

Rule 5: Realize cross-border alliance.

This not only solves the sales of products, but also provides a win-win result for strategic cooperation units. United golf club, famous car dealer, VIP bank, chamber of commerce, etc. Can achieve a win-win situation.

The implementation of circle marketing is not for sales, this is the taboo of the circle. Strange phone calls and strange visits must be barriers that circle marketing cannot break through. Therefore, strategic alliance is the right way, and each strategic unit will connect customers around the same theme and finally combine into a wonderful performance.

Circle marketing advantage

Strong alliance, resources ... >>

Question 8: How to do circle marketing? Circle marketing is the main marketing method of high-end products at present. It mainly delivers information to target customers in a private and effective way through peer-to-peer marketing. From the marketing experience of high-end products, we can give the following suggestions:

1. Invite customers to visit the project.

Main forms: designer's product interpretation, luxury goods exhibition held on the project site, lifestyle luxury goods customers such as johnnie walker and David Duff invited for tasting, and top car test drive activities held. , mainly to create a private business communication platform with activities that meet the customer's identity.

2. Attend high-end exhibitions

There are mainly top private goods exhibitions, Fushi Fenghui, China International Luxury House Exhibition, China Home Club and joint activities with luxury brands. This bell ringing activity is mainly carried out in the form of going out. With high-end exhibitions, you can establish an image and it is an effective way to improve your visibility.

3. The tour is operated by a professional tour company, and the product promotion activities are carried out in the hotel. The company invites the target customers by itself, and at the same time, the exhibition company uses its own data customers to realize point-to-point visits, avoiding unnecessary crowds and ensuring the nobility of the project.

Question 9: Who is the most valuable man in high-end liquor circle marketing? The situation is vague, but it seems that we are in trouble at present. My suggestion is, don't be limited by rules and regulations, but solve the problem anyway. As long as the idea of solving the problem is a good idea and is not limited by the existing rules of the industry, it may be a good way to solve the problem. I think so. The so-called sales and commission are nothing more than a game in which the boss and the business personnel cooperate and how to distribute profits reasonably. If what you care about is how to get more profits, then you simply don't look for someone, work hard and minimize the expenses. If you care about sales, then you should advertise more, find more people, invest more, and don't care about profits. If you are worried about attacking your competitors, then you should hit them. Anyway, what problem do you want to solve now? Determine the problem and then determine the strategy and tactics. In short, look at the overall goal, make sure not to deviate from the direction, focus on the current main problems and solve the current problems. The above is for reference.