Chapter 72 Marketing Methods
After acquiring the building for sale, Lu Gan and his three newly recruited associates were busy for a while. All three had worked with him before, and each possessed a unique skill set and was highly reliable. One excelled at project planning, another at organizing events, and one sold luxury cars and had the contact information of numerous wealthy clients.
They sat together and used all their imagination to describe the usage scenarios of the future sales office. They described it to Qiao Yizi's team in great detail and cited many examples of high-end sales sites. They were not limited to selling houses, but places where things worth millions were sold. This gave the designers a very vivid reference standard.
Once the design process began and the specific tasks in the marketing department were assigned to specific people, Lu Gan's anxiety shifted. After years of working in sales, he felt uneasy about not being able to record any of his contributions to the company's accounts and spending money all day long.
When Hao Heshan approached him and asked him to sell advertising, he immediately became excited.
Lu Gan has sold everything since he started his career, and he is no stranger to advertising space. He immediately contacted various resources. The free version of the learning website has not yet been made, but he already has a list of customers at different price points, and he can trick them into buying advertising space at any time.
On the eve of the company's international trip, the beta version of the practice test website was officially launched. The free ads were all real ads. The test wasn't just about user experience, but also about the value of the ad space. Hao Heshan approached portals to generate traffic and provide technical data, while Lü Gan calculated the appropriate price for the ad space based on this data in order to promote bundled packages.
The Internet is an emerging blue ocean for advertising. Most of the people who can access the Internet are young people. They purchase study-related stationery, teaching aids, and tutoring courses, which are strongly related to the website's customer base. Moreover, through the website's technical means, free customers are forced to click on and pay attention to the ads. This kind of targeted dissemination is much more efficient than that of ordinary mass portals.
Therefore, the price must be strictly regulated, whether it is a pay-per-click or a lump-sum price per position. The marketing department needs to carefully design which one will bring more profits to the company.
Everyone in the company was busy with work. After Lin Ruoyan settled the final payment for the courtyard house design and decoration and luxury house project consulting contracts, plus the two million invested in the Go Academy, she had only spent a few million in total. She was still tens of millions short of the one hundred million target for June, and she was actually a little anxious.
The total price of the customized tour group was less than one million yuan. She was thinking of taking things as they came after arriving at the scenic spot and buying something expensive in the name of the company to use up her spending quota for this month.
For example, should she buy watches for the men she's currently close to? Her brother has good taste and likely has no shortage of fine watches, so she'd get him the latest model of the season. Others, like Wei Xu and the male directors under her, would opt for watches worth hundreds of thousands of yuan. And for the female directors, would she buy them designer bags and cosmetics as souvenirs?
The prodigal system gave a crazy thumbs-up: "Host, I'm familiar with this. You can buy anything small and expensive, like luxury watches and bags. Also, Li Yiqi seems to be studying in a city you're passing through. Do you want to show off your wealth and purchasing power in front of her?"
Lin Ruoyan said happily, "You're right. I almost forgot about this fake daughter. Li Yiqi has been studying abroad for a while now, and I haven't contacted her. It seems a bit strange. I'll give her the watch and bag. Also, see if she needs a car and a house. After all, she wants to live abroad for such a long time, and having her own house and car is more convenient."
The prodigal system said admiringly: [The host is truly brilliant. He slapped Li Yiqi in the face with money, crushing her pride and making her bow down to you.]
After hearing the prodigal system's words, Lin Ruoyan realized something was wrong. The original heroine, Li Yiqi, was a person of great self-respect. Since she had chosen to study abroad, she had practically left home with nothing, not asking the Lin family for money. She had reportedly applied for a full scholarship due to her outstanding academic performance, so she wouldn't easily accept expensive gifts. So, why not give her the money in a different way?
Lin Ruoyan took her son to the first-class cabin of the plane. It was a ten-hour flight to Europe, and she brought a lot of leisure and entertainment items.
It included a laptop, pre-installed with an offline beta version of a learning website and the Go software under development. Laptop hard drives at the time were very small, with 512MB, less than a gigabyte, being the standard configuration. They also included an optical drive. The hard drive couldn't hold any movies, so you had to bring your own discs to watch movies.
Lin Ruoyan was too bothered to use the computer, so she left it to her son to practice his homework. She herself took a paper novel to pass the time. After more than ten hours, three meals, and two naps, there wasn't much time left.
She arranged business class seats for all the directors in the company. The company currently has seven directors in the human resources, finance, design, engineering, cost, marketing and information departments, occupying a small half of the business class seats on the plane.
Except for Zhao Xingxing, it was basically the first time for all the directors to take such a long flight. Seeing that they had to sit there for such a long time, they didn't dare to do what their boss did, just eat, sleep and have fun.
Each of them brought a number of work files to handle. The people in the business class were mostly high-level workers. A group of people from the Lin Real Estate Group came up, all wearing uniform, custom-made clothing and working diligently, immediately attracting the attention of the onlookers.
Lu Gan saw it as a good opportunity, so he took out his business card and started chatting with the people in the business class one by one, exchanging business cards. In just a few words, he was able to shift the topic to the luxury housing projects sold by his company.
Lu Gan's work is not just on paper. He now fully understands why his boss booked business class for them. At least as a salesperson, business class travel means a lot to him and allows him to meet some high-end potential customers.
After exchanging business cards, he was not in a hurry to brag about his own projects. He just chatted casually for a few minutes to judge the other party's identity and financial resources. If the person was interested in a luxury house, he would first solemnly write it down in a notebook and explain the appointment process of the sales office in advance.
This kind of pretentious sales attitude is completely different from selling ordinary houses by begging customers to come to the sales office to have a look. Instead, it makes high-end customers more interested.
Although the plans are still on the drawing board and whether they will be approved is uncertain, Lu Gan's attitude is as if everything is almost sold out. "Our project is small but exquisite, and the number of units is very limited. It's first come, first served. To ensure a distinguished customer experience, visitors to the sales office must make an appointment in advance so that we can make more appropriate reception arrangements based on their needs. We also ensure that only one group of customers can be received at a time. Those without an appointment will be unable to come. This also allows for a greater degree of privacy for those who come."
"Where is your sales office?"
Lu Gan skillfully gave the address of the sales office and explained, "The office is currently under renovation and is expected to open in mid-July. We will then notify all interested friends and discuss a time to visit."
Regardless of whether the other party can afford it or not, people who fly business class are either truly wealthy or respectable, and there's no shortage of wealthy people in their social circles. Even if the person exchanging business cards today doesn't buy one, spreading the news among those in that circle is a form of early publicity.
Lu Gan also took advantage of various opportunities to chat with flight attendants individually, leaving contact information for several of them. These flight attendants shouldn't be underestimated; on international flights, they often come into contact with wealthy guests, and they have their own inner circle that spreads information about luxury housing projects.
Lu Gan specifically stated that in the future, advertisements for their luxury housing projects would be placed in airplane publications, and if a client introduced by them successfully purchased a house, the introducer would also receive a commission, so these flight attendants were naturally happy to serve.
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