How to write the experience of advertising planning

Experience in marketing planning of large-scale holiday real estate projects: the marketing planning of large-scale holiday real estate projects is a new thing in China, with a huge system and changeable subjects, and few cases can be used for reference. Due to the deception of the so-called advertising company and the overbearing sense of the chief executive, the marketing planning of large-scale holiday real estate has taken some detours, and perhaps some projects are still going. Worried about the pressure in my heart, I wrote these words in order to give some hard "rewards" to those who are looking for it here as a way to attract jade. The common misunderstandings in marketing planning of large-scale holiday real estate projects are mainly manifested in the following aspects: First, the lack of project subject qualification. Because large-scale holiday real estate projects are often developed in pieces, the shares of developers are generally at least composed of investors and local governments (or state-owned enterprises representing local governments), and the leading bodies often lack professionals who really understand real estate, especially those who understand holiday real estate. Therefore, the lack of understanding and self-confidence in the project itself eventually leads to the lack of subject qualification. The lack of subject qualification is simply "I don't know who I am". No matter how good the project location is, what are the advantages of the project resources, and how well the planning is done, I just don't know how to let others know and how to describe it. Finally, I have no choice but to put other people's beautiful clothes on myself by analogy-whether it fits or not, it's better than being naked! As a result, a large number of foreign names have appeared: what Oriental Chicago, what Haikou Bund, what Oriental Hawaii, what Beverly Hills, which is not enough, plus a large number of explanation and description languages, people are confused. Just like biodiversity, in fact, real estate projects and holiday real estate projects are also diverse, and there will not be exactly the same projects in the world. Therefore, it is the cornerstone of holiday real estate project marketing planning to be brave enough to be yourself, shout out your voice in the market and find back the confidence that the project should have. Second, humanistic care and cultural care are ignored. The biggest difference between holiday real estate and traditional real estate is that holiday real estate meets people's holiday needs, especially for long-term and medium-term vacations. In fact, at the beginning of the project, when planning and designing, the planning designer has already considered enough humanistic care and cultural needs, even more extensive, deeper and more appropriate than traditional real estate. Every holiday real estate project has its holiday theme and its humanistic and cultural personality. But when it comes to our marketing planning, such human nature and cultural concern have been greatly ignored, and the physical function of the project has been exaggerated. As a result, the project description is extremely "dragging" and "cow", which blocks a wall between the project and consumers, and the demand and supply cannot be effectively communicated. Third, history and culture have been obliterated. No matter what kind of holiday real estate project, you can always find its geographical coordinates. Since the earth existed, it has interpreted its own history according to the laws of nature. Where there is history, there is culture. Therefore, any holiday real estate project, we can find its geographical coordinates, historical coordinates and cultural coordinates. There is no right or wrong in history and culture, only the differences of historical and cultural figures and the angle and direction of looking at these historical and cultural cultures. Any holiday real estate project is based on its geographical value. The past is historical value, and the future is use value. The use value may be the same or similar, and the historical value is the most unique and selling point. A place name may have existed for hundreds or thousands of years. We can find it from encyclopedias, dictionaries, maps and the Internet. Once we find it, we will never forget it. Therefore, marketers should not be afraid that history is not brilliant enough, place names are not loud enough and culture is not brilliant enough. As long as we let the audience find the geographical coordinates of the project, the marketing work can be carried out in the later stage. Erasing the history and culture of the project is tantamount to giving up the starting point of marketing. Experienced marketers will naturally have a clear conclusion on how to re-establish a marketing starting point and how to make good use of the existing starting point. Fourth, the market target customer fuzzy holiday real estate is different from the target market of traditional residential real estate: the buyers of traditional residential real estate are users, while the buyers of holiday real estate products are only investors and beneficiaries, but the users are all holiday guests. Before this, there may be the role of secondary developers, because developers are responsible for the development of land in pieces. Therefore, there are three groups of marketing target customers. Large-scale projects tend to pay more attention to investors, especially product buyers, and often ignore the final consumers. Thus falling into the trap of "selling products for the sake of selling products". Holiday real estate is a huge industrial chain, and end consumers are the "water in a boat" that supports the whole industrial system. They are the core objects of our service. If we take good care of them, investors will be attracted and developers' money bags will be taken care of. Fifth, holiday real estate with chaotic promotion stage is often a large project with new location, new concept, complex functions, huge service system, long product chain and long development cycle. General projects take 3-5 years, and some even take 5- 10 years or even longer. The whole development process includes pre-development, land investment, real estate sales and tourism services. Some projects are developed and operated first, so land investment, real estate sales and tourism services are often included at the same time. In this way, marketing ideas are easy to be confused, and mistakes in rhythm are inevitable. In fact, after careful analysis, the promotion idea is very clear. As the first-class developers actually undertake the functions of land development and attracting investment, while the second-class developers are product manufacturers, the commercial service of tourism is one thing for everyone, so the promotion will be clear at a glance. What the first-level developers should do is to promote the concept of the area and tourism services, while the second-level developers should do is to promote product sales and personalized tourism services. In the process of promotion, first-class developers often ignore the positioning of geographical coordinates and directly enter the positioning of product concepts. The result has been promoted for a long time, and others still don't know where it is. Therefore, only after the geographical coordinate positioning promotion is completed can other follow-up promotion be carried out. Because in many projects, first-class developers are also second-class developers, when real estate products are sold, they forget the land interests. As we all know, the real estate price first depends on the land price and development cost, and the land price comes from the future expectation of projects in the region. Therefore, the promotion of tourism services is often the promotion of regional positioning and an important means to enhance the value of regional land, which cannot be ignored because of selling products. 6. Marketing channels and means are chaotic. Holiday real estate marketers and advertisers often fall into the traditional real estate marketing model and can't get out. When they saw the complexity of holiday real estate promotion, they were very anxious. Secondary developers (big investors), real estate buyers (small investors) and vacationers are distributed in three different groups, especially large and small investors are far away from the project location and scattered, and the traditional real estate promotion channels are obviously insufficient or unaffordable. Therefore, marketing channels and means need innovation. "Full-time marketing" and "precision marketing" are the superior weapons of holiday real estate. Full-time marketing is used to create momentum and promote tourism services, while precision marketing is suitable for attracting investment and real estate sales. Seven, the two commanding heights of marketing, humanistic care and cultural care finally landed in "psychological marketing" and "cultural marketing", "psychological marketing" and "cultural marketing" are the two commanding heights of marketing, real estate is no exception, and holiday real estate is no exception. The key of psychological marketing lies in how to grasp consumers' consumption psychology and make them get the greatest psychological satisfaction in the process of consumption. Consumers of holiday real estate, especially some high-end products, have higher psychological pursuit than marketing planners, and some products or services are even rare to ordinary people. Therefore, it is a great challenge for marketing planners to start with psychological care for this kind of products. Cultural marketing is easier said than done. Marketing planners stay away from the real culture, write a few crooked poems, get a few sloppy advertising words, and it is really reluctant to use culture for marketing. The basis of cultural marketing is to impress cultural people with projects, let cultural people create real cultural products, integrate marketing into culture, and promote holiday real estate with the powerful power of cultural communication. VIII. Gains and Losses of Planning and Promotion of "Haikou Bund" Haikou Bund is a typical regional marketing case with the nature of holiday real estate. As the main operator, the author participated in and witnessed its success and failure. Starting from 200 1, Haikou's real estate began to recover. In order to seize the opportunity to raise land prices and house prices, Haikou has started a new round of revision of the overall urban planning and the design of several district control plans. Among them, "reclamation area" is the most important in several regional plans. Therefore, the Haikou Municipal Government, especially the Planning Bureau, hopes to show its achievements through the international bidding process of the plan and listen to the public's opinions on the plan. It happens that our company has a project of more than 60,000 square meters, which is located in the core of the reclamation area, and it is necessary to name the project. First of all, our case was named "New Bund XX City" (I strongly opposed it, and the boss finally made a decision), and then Secretary Wang Fuyu also wanted to name this area "Haikou Bund". Thus, under the dual promotion of the government and enterprises, a vigorous "Haikou Bund" movement began. For a time, Hainan Daily, Haikou Evening News, various radio stations and TV stations all introduced Haikou Bund in a large space. From culture to history, from planning to architecture, from marketing to sales, Haikou is known to almost everyone. There are even opponents who "protest to death" in major places and even the central website forum, which cannot be called Haikou Bund. Finally, the municipal government had to invite the general public to nominate and select celebrities from all walks of life, and selected 19 names for government leaders to choose from. Due to the transfer of the secretary of the Municipal Party Committee and the strong opposition of the Provincial Planning Commission, the name of "Haikou Bund" was finally abandoned and replaced by "Haikou Binhai Core Area". In 2004, my job changed, and the project was still in the original area, but we used the forgotten place name Haikou Bay instead of Haikou Bund or coastal core area. Because of this, advertisements such as "Give the world a Haikou Bay" and "Be the master of Haikou Bay" are deeply rooted in people's hearts, and their spread speed and breadth are much faster than those of Haikou Bund and Haikou Bay. After a careful re-analysis, the main gains and losses are as follows: 1, "Haikou Bund" can be used as the project name or part of the project name-although some people object, it is understandable as long as it has good communication and sales performance. However, as a government act, as a geographical term and as a district name, "Haikou Bund" is absolutely impossible. The opposition of citizens and scholars also fully illustrates this point. In the end, it is wise for the provincial government not to approve. "Haikou Bay" is a geographical name that has been used for thousands of years. Although we named the enterprise earlier, after stealing the column, the general public and consumers will not delve into it. Over time, the concepts of geography and real estate will naturally merge and have their own special meanings. Thanks to the historical background of Haikou Bay, the promotion benefits naturally share the achievements of predecessors. 3. Large-scale holiday real estate projects actually undertake some government functions and all the responsibilities of developers. We must sit up straight, behave correctly, and show the king's demeanor when performing government functions on our behalf. Therefore, the name of a region must not be created or stolen, otherwise it will waste money, lose development opportunities and harm others and yourself. 4. The planning, marketing and promotion of holiday real estate should not be impetuous. Important leaders must assume their due social responsibilities, be responsible for the city, the culture and the future!