How to do standardized marketing well

What is standardized marketing? For example, all branches and headquarters of McDonald's always give people a unified symbol-a yellow "M" symbol; Unified visual image-statue of uncle McDonald, attractive posters of hamburgers and roasted wings, yellow main color; Unified store decoration; Unified products, etc. So that consumers all over the world can identify it. But standardized marketing includes more than that. Specific to the standardized marketing of real estate, it mainly includes process standardization, business report standardization and information processing standardization. First, create a standardized marketing process. Nowadays, real estate marketing is more diversified and personalized, with new marketing concepts such as cross-border marketing, online marketing and experiential marketing. Are coming on stage one after another But how many ideas can be put into practice depends on the ability of the sales manager and the understanding and execution of the sales staff in most cases. Therefore, we need to establish a standardized marketing process to eliminate the influence of more human factors. Establish a detailed "project sales process". According to the sales dynamic line, the project sales process is planned, and according to each sales node in the process, the corresponding marketing action and reception language are planned in detail to form multiple sets of schemes. For example, for the first visit, the second visit, the new and old visit, and the contracted customer visit, simulate the action and language planning respectively, and each detailed process should be as detailed as possible, and then simulate and memorize the detailed process repeatedly, so that in practical work, customers can skillfully use it according to the provisions of the sales process as soon as something happens, and different people only have differences in expression, body movements and intonation. Now the marketing path of many real estate enterprises has been basically standardized, reaching the requirements of experience. Let's simulate the marketing situation: the customer starts from parking, and the security guard on duty helps to open the car door; Entering the sales center, the doorman helps to open the door; After entering the sales center, there is a three-dimensional animation introduction of the project; Introduction of regional sand table and project sand table; Parts display; Enterprise brand development path; Guide to watch channels; There are special lecturers in the model room; Price projection on the wall, calculating the price; Customer service provides tea service; Customers leave with loushu, posters, CD marketing materials, etc. Through this marketing path, we can see that the salesperson is only a part of the whole assembly line. Writing detailed answers to questions about projects and answers to questions about project sales are completely different from the answers to questions about project sales that are usually understood. In addition to the basic information of the project, it is also necessary to go to a certain apartment in detail, and plan a variety of answers for different concerns of different types of customers, so that questions and answers basically cover all types of customers. At the same time, new problems and new answers encountered after the project is officially put on the market will be supplemented in time, and the "project answers" will be continuously improved. By sorting out the project sales process and project answers, the marketing process, actions and language in the marketing process are basically standardized, and then all marketers are required to master the prescribed actions in each marketing link and strictly follow the regulations. At the same time, establish the corresponding assessment and supervision mechanism and clarify the punishment measures. Second, establish a standardized business system. The project marketing investment analysis report evaluates and analyzes the marketing effect by tracking the advertising situation for one week or one month, and effectively controls and guides the marketing expenses. Specifically, the analysis model is established from four dimensions: marketing investment and call visits, marketing investment unit value, marketing investment contract cost and marketing investment channel effect, and the corresponding analysis report template is compiled. Through the detailed analysis of chemical products, the project chemical analysis report finds out the characteristics of chemical products and customers' consumption preferences, and guides product design such as trading behavior and product pricing in the later period. Specifically, an analysis model is established from four dimensions: house demolition, unit demolition, floor demolition and daily average transaction price to analyze the characteristics of the project. What is particularly emphasized here is that the analysis model must be displayed intuitively through the moving average diagram, and then the corresponding analysis template must be established. The regional market competitiveness analysis report of the project regularly tracks and analyzes the competitors in the project area, which is of great significance for judging the market trend of competitors and guiding the later operation of the project, and directly supports the decision-making and policy support of the headquarters. Specifically, from the latitude of product supply type, push cycle and strategy, push price and average transaction price, marketing action, advertising content (promotion theme, promotion content, main complaint points), core customers, etc., establish their own analysis models and compile corresponding comparative analysis templates. Establish customer research form library, and prepare corresponding research forms for customers of different products or different visiting stages. Design corresponding forms according to different types of products, such as business customer questionnaire, office customer questionnaire, ordinary residential customer questionnaire, villa customer questionnaire, luxury customer questionnaire, etc. Set up different forms according to different visit stages, such as product demand questionnaire biased towards customers in the early stage of project design and sales price questionnaire in the early stage of sales. By setting the survey form, we can fully understand the customer's consumption preferences and guide product design and pricing. Third, establish a standard information system to standardize information processing language and actions. All analysis is inseparable from information collection. Once there is deviation in information collection, it will directly affect the decision-making of the headquarters, and all information collection basically comes from the front line. Therefore, it is necessary to establish a standardized information processing system. The collection and continuous updating of information is a huge and tedious task. In the past, it was mainly processed by Excel forms, which was inconvenient to use later and difficult to monitor in time. Now most enterprises have solved this problem well through ERP sales management system. In short, standardized marketing methods can be refined and classified according to different product lines within the enterprise, and corresponding templates can be established to guide the marketing control of different categories of products in turn, so as to achieve standardization while giving consideration to refinement.