主观上海江湾萃提报.ppt

,pdf created with pdffactory pro trial version ,逻辑的胜利,pdf created with pdffactory pro trial version ,资,金,源,产,利润,客户,形象,一期本应为我们留下,pdf created with pdffactory pro trial version ,1期售罄,却没在市场上留下名气 积累了资金，却没有累积 资源（客户）和,资产（品牌形象）,pdf created with pdffactory pro trial version ,在产品的同质比对中，,广告没能让市场看到差异， 进而拉开差距，,找到应有的占位与立场。,pdf created with pdffactory pro trial version ,我们不断追问自己,江湾萃的卖点是什么,不断强迫自己一定要为他找出卖点 我们认为没有卖点就不能算推广 所以不管能否站住脚都要有一个 我们将被卖点信仰害得很惨 要知道并非所有产品都有usp,把江湾萃继续拴在卖点上必死无疑,pdf created with pdffactory pro trial version ,规模、湿地、面积、精装、科技 打单一卖点根本行不通,好比人还没进们，刚到门口,你就过早宣扬自己硬度不高的卖点 就等于逼着人家横向比较,江湾萃落下风不必然，被漠视却是当然 用经不起推敲的卖点去打市场 等于肉包子打狗,pdf created with pdffactory pro trial version ,我们的目的是：,在最短的距离，用最快的速度 把客群拉进门。 原则：,1 进门前绝不发生横向比较,2 诉求，不能让他得出no的结论,pdf created with pdffactory pro trial version ,我们要通过别墅，建立江湾萃的知名度 现有情况下，别墅入人眼的速度就要快 所以别墅推广，必须干掉层级逻辑 直接越过江湾萃，,以独立的身份站到第一排,在新江湾别墅的范畴里，占位,pdf created with pdffactory pro trial version ,直接点：,新江湾别墅第一选 委婉点：,在新江湾买别墅，找不到理由绕过这一套 或：,新江湾别墅，谁能拥有比这一套更多的购 买理由,消费者一听，好呀，见识见识。 就这样没有横向比较就进了门。,pdf created with pdffactory pro trial version ,接着消费者要问way,你就按照自己的设计逻辑讲because 肯定不能卖点罗列,而是要按照这个逻辑讲： 不能有瘸腿，不能妥协,你也是别墅，但你品牌不行 你精装也不错，可你社区太小,你也拥有科技，可你离湿地太远,从而提升他对在江湾萃里面享受的想象 如果他连续说三个以上的yes 你就接近成功了,pdf created with pdffactory pro trial version ,口号,江湾别墅，第一着眼点,pdf created with pdffactory pro trial version ,而更关键的一步在于 保持项目的气势,江湾萃是不是只能靠价格了 客户是不是只追逐实惠,如果不给客户一个正面的气质 就算产品再好,他们买起来还是没有底气,我认为，尽善而非改善是关键中的关键,pdf created with pdffactory pro trial version ,30年国际视野的开发实力和理念 触目动心的产品设计,高质的使用感受和空间感受 舒适怡人的周边环境,优质完善的大社区体验,全面考虑，更胜多筹,pdf created with pdffactory pro trial version ,定位,尽美地段，尽善建墅,pdf created with pdffactory pro trial version ,案名,拔萃,pdf created with pdffactory pro trial version ,方案一,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,方案二,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,方案三,pdf created with pdffactory pro trial version ,执行,pdf created with pdffactory pro trial version ,品牌的落地,不是一个单独的任务,要建立在项目的价值之上,pdf created with pdffactory pro trial version ,step 1,以项目价值为背书,通过别墅切入，迅速获取关注，并建立品牌印象,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,step 2,1 项目承接借势导入，把别墅提升到新江湾层面进行占位， 直接诉求直指人心,2 配合逻辑打动进行价值阐释，辅助定位支持,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffactory pro trial version ,pdf created with pdffac