After years of development, Hong Kong people know that it is a good place like a paradise - the air is very good, there are beaches, first-class greenery, and complete facilities, especially suitable for family life. Desire comes first, product demand Qatar Phone Number List comes last! However, Discovery Bay has a disadvantage - the location is relatively remote, that is, the location is not very good, and the appreciation potential is not large. Therefore, even if Discovery Bay was doing well in all aspects, even if the initial down payment was almost zero, it still did not Qatar Phone Number List sell well at that time. You must know that after the Asian economic crisis in 1997, Hong Kong's economy has been declining, 40,000 households have negative assets, people are very pessimistic Qatar Phone Number List about the future, they are full of fears about the property market, and the real estate transaction volume has dropped significantly.
Economic benefits and room for appreciation must be the most valued by Hong Kong people. Therefore, for Hong Kong people who value Qatar Phone Number List investment, the house in Discovery Bay is not the first choice, nor is it a reasonable choice for them. The sales target of Discovery Bay is a middle-to-upper-class family of three in Hong Kong. Although they have some economic strength, they are more cautious and pay more attention Qatar Phone Number List to the appreciation space of the house in such a big environment. Everyone is waiting, waiting for the economy to pick up and for the property market to stabilize. At this time, how to make a marketing breakthrough? To convince consumers that the environment here is good, the apartment size is good, and the loan interest rate is low, and then slammed into advertising? Certainly not! Because in Qatar Phone Number List this environment, it is too difficult to educate and convince consumers. Rationally speaking, what they care about most is the location. It is useless to say that. Ogilvy also tried it earlier! Indeed not! In the same sentence, marketing is not to directly change consumers' cognition, nor to forcefully Qatar Phone Number List educate consumers, but to occupy consumers' existing cognition and desire and connect them with their core interests.
Therefore, the Discovery Bay project needs to be broken, starting from consumers' inherent location cognition and desire for money, which is too difficult! It is necessary to dig out other desires of consumers, touch them, and then connect to Qatar Phone Number List product needs. The old thief said earlier that people's material needs are limited, while their spiritual and emotional desires are unlimited. So Ogilvy and Mather changed direction at that time, began to think, and began to tap the desires of target consumers. In the end, they came to an insight: Discovery Bay’s sales target was a Hong Kong family of three middle- and upper-class families with children. Children Qatar Phone Number List grow up super fast. Their childhood is only a few years, that is the most intimate time between parents and children. Whether they are happy or difficult has a great impact on their life. Parents Qatar Phone Number List cannot predict or manipulate what children will become in the future. What parents can completely control now is to give them a perfect childhood. These are recognized by parents and have desires.