Whole life cycle marketing principles (office buildings)

This map summarizes the core and ideas of marketing strategies for office buildings in various periods from a framework as a whole. It can be used as a reference for marketing in project stages. If you like it, you can like it and save it~

Edited at 2023-07-07 11:48:13

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Whole life cycle marketing principles (office buildings)

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Outline

Whole life cycle marketing

Investment introduction and growth period

Strategy core: Get the right position and hit high

Marketing ideas:

According to the preliminary positioning of the project, anchor the promotion area and spread the publicity over a large area

Create a positioning that is consistent with project rentals, attract market attention, and build a customer pool

Obtain market feedback and adjust promotion strategies in a timely manner

Marketing Goal: Build resonant brand awareness

Investment promotion period

Strategy core: Locate the customer pool and close transactions quickly

Marketing ideas:

Create a hot rental image of the project with high-density and real-time information release of major customers.

Organize marketing activities for intended customers and conduct precise marketing

Continuously build the brand in multiple dimensions and attract customers with the corporate aggregation effect

Based on marketing and investment feedback, identify target customers and adjust marketing direction

Marketing objectives: clarify target customers and accelerate customer transactions

Investment duration

The core of the strategy: speeding up decentralization and providing multi-dimensional assistance

Marketing ideas:

Marketing activities are divided into two categories: "customer acquisition" and "customer retention" to ensure that different types of activity themes can attract accurate customers to participate.

Establish an operation system to attract investment through operation empowerment. Compared with competing products, we must achieve the goal of "I have what others don't have, and I have the advantage when others have it."

Clarify the advantages of the project, such as whether it has unique advantages such as favorable policies, rents, products, etc., and use points to cover the area to break the situation in depth

Explore regional launch areas for competing products, strengthen position packaging, and ensure strong market voice.

Marketing goal: Attract large customers to settle in, form a good corporate agglomeration effect, supplement by small customers to fill small units, and promote overall decentralization

Investment operation period

Core strategy: operational empowerment, differentiated competition

Marketing ideas:

Activities mainly focused on "retaining guests", and special events can be organized according to major project customers

Services can be customized for large customers, such as industry forums, resource circles, etc.

Establish a three-dimensional, upgradable, and ultra-convenient operation system and establish a building ecological culture

Marketing goal: Focus on retaining customers, carry out appropriate rent control, eliminate small customers, attract large customers, and form a stable corporate ecosystem