Zhengzhou real estate new marketing route star marketing may become a trend

On the evening of October 11, a longitudinal group of four old men sang at the Henan Province Sports Center in the drizzle, leading Zhengzhou fans to a collective nostalgia belonging to their youth. Prior to this, with the sponsorship of developers, Jolin Tsai, Junjie Lin, Shuimu Nianhua and Cai Qin successively landed in Zhengzhou.

The practice of sponsoring celebrity concerts and attracting celebrities to the project site to gain popularity has gradually been popular among Zhengzhou developers.

● Stars bring popularity and height

In May 2009, the Manhattan Commercial Plaza opened with popular stars such as Jolin Tsai, Junjie Lin, and Dong Wenhua; on June 21, the Shuimu Nianhua Zhengzhou singer's new album signing ceremony and the Asian Star City's high-quality landscape housing grand opening event held by Henan Yaxing Group attracted a large number of young people; On August 29, Cai Qin's concert, and Meijing Hongcheng as a sponsor indeed attracted a group of middle-aged people, of course, many born in the 1980s. The Zhengzhou concert sponsored by Broad Ideal City once again brought a climax to star activities.& ldquo; Participating in this event is of great significance, and the cooperation with the four superstar stars is also an expression of the lofty ideal city's long-standing pursuit of perfection." rdquo; On the afternoon of September 24, at the longitudinal media meeting held in Yuanda Ideal City, Zhang Zijiu, general manager of concert sponsor Yuanda Ideal City, spoke passionately.

The activities of development companies inviting stars to help out are particularly eye-catching, and the popularity effect is also particularly obvious. Customers who successfully select a room will receive two free tickets for a longitudinal concert, which has also become a promotional tool for Broad Ideal City.

The biggest role of celebrity marketing is not in sales, but in improving a company's brand awareness. ldquo; Sponsoring stars can certainly promote house sales. We don't care how many people these stars can bring. For a market like Broad Ideal City, we focus more on the brand building of the project." rdquo; Dong Shengli, manager of the planning department of Yuanda Ideal City, said.

● Star marketing may become a trend

On October 2, the third phase of the Yinji Dynasty, Wanhe Garden, was publicly subscribed. Due to the influence of Song Zuying, Wang Lihong and Xu Gehui, an opening ceremony turned into a massive celebrity meeting.

The celebrity landing craze driven by real estate developers will continue. Meijing Hongcheng, which has just co-organized Cai Qin's concert, will be launched at the end of the year. Lang New Year Concert. Dong Shengli, manager of the planning department of Yuanda Ideal City, revealed that in order to promote brand building, Yuanda Ideal City will have more powerful star activities next year.

In 2009, the marketing of real estate stars surged, and real estate developers participated in it, which was an improvement in Zhengzhou's real estate planning and marketing, and we should give applause." rdquo; said Shangguan Tongjun, a real estate practical expert and chairman of Henan Ace Planning Co., Ltd.

According to Shangguan Tongjun, he has also been paying attention to star marketing in the real estate industry. At this stage, most of the star marketing in Zhengzhou is still at a shallow level. The developer is in the co-organizer position and has no grasp of the entire star activity. The depth of integration with the project is not enough. There is a lack of evaluation of the effectiveness of star marketing activities. We should shift from being lively to being effective.

Star marketing has its positive side and greatly improves brand awareness. Of course, when choosing stars, we must also choose stars that match the temperament of the product to endorse them, and the effect will be particularly outstanding.& rdquo;