2013华北区体验式营销Open Day活动RSD2 Open Day Campaign Plan体验式营销汇报方案0904翻译版.ppt

2013华北区体验式营销Open Day活动 RSD2 Open Day Campaign Plan,RSD2 战略规划 RSD2 Strategic Plan 首站开展情况 First Stop Implementation 项目执行成果 Implementation Effect 项目互动情况 Interaction,目录 Content,RSD2 战略规划-背景&目的 RSD2 Strategic Plan Background & Purpose,背景Background,目的,对DSG事件与消费者进行正向沟通，恢复消费者信心； Take initiative to communicate with customers on the DSG incident in an honest way to make customers resume their confidence in purchase. 指导经销商实施“Open Day”活动 ，针对不同规模经销商提供菜单式、模块化活动模版，让消费者体验产品、加强产品了解 ，提升展厅集客量，解决经销店终端捷达、迈腾集客向销售的转化； Guide dealers to successful implementation of Open Day events; provide standardized and diversified models for dealers to learn so as to let customers feel the products in a direct way and be more acquainted with the products; direct more traffic to the dealers exhibition halls and promote sales of Jetta and Magotan in dealerships. 组织经销商市场总监观摩各类型的“Open Day”活动，提升经销商“Open Day”活动理解和执行水平； Organize dealership marketing staff to visit Open Day events in different categories, improve their understanding of the event.,总部HQ,华北区域RSD2,华北区经销商RSD2 Dealers,Open Day活动是一汽-大众总部提出关于体验式营销的创新模式 Open Day event is a kind of creative experience marketing proposed by the headquarters. 总部于7月16日在北京进行Open Day活动的打样 Headquarters carry out Open Day events as models for dealers to learn in Beijing July 16 总部要求经销商按照区域打样开展自身的Open Day活动 Headquarters ask dealers to carry out their own Open Day event as the models,华北区将为经销商做区域指导性打样工作，开展全新捷达专场与迈腾专场共8站Open Day活动 RSD2 will assist dealers to carry out A-scale, B-scale Open Day events in 8 different places.,华北区域经销商市场活动内容单一，形式固化，需要创新和提升 Dealers marketing campaigns in RSD2 is old and unattractive, needing creativity and upgrading 经销商需按照打样范本积极配合总部执行Open Day活动 Dealers should carry out the Open Day events according to headquarters models.,以总部“Open Day”活动为基础，根据华北区及经销商特点，为经销商提供可自行选择、方便 执行的店头“Open Day”活动方案及形式； Based on headquarter Open Day, taking RSD2 area condition and dealers situation into account, we aim to provide applicable and diversified Open Day modules dealers.,华北区经销商开放日活动,华北区“Open Day”活动 RSD2 Dealers “Open Day” Event,符合 区域特点 Suit local situation,以总部“Open Day”样板活动为基础 Based on headquarter Open Day sample,模块化 模板化 菜单式 Module Sample Menu,融入经销商营销体系 Integrated with dealers marketing system,规模可控 费用可控 Scale and budget are in control,RSD2 战略规划-活动策略 RSD2 Strategic Plan Event Plan,2013年8月24日-10月26日 Time Aug 24-Oct26,时间Time,传播Communication,华北区域，下辖8个小区（北京3个小区、天津1个小区、石家庄1个小区、邯郸1个小区、太原1个小区、唐山1个小区） RSD2 areas, 8 teams (3 teams in Beijing, 1 team in Tianjin, Shijiazhuang, Handan, Taiyuan and Tangshan),地点Venue,活动环节 List View,北京 T1小区-迈腾专场1场 BJ T1-Magotan 1 北京 T2小区-迈腾专场1场 BJ T2- Magotan 1 北京 T3小区-迈腾专场1场 BJ T3 Magotan 1 天津 小区-迈腾专场1场 Tianjin- Magotan 1 石家庄小区-全新捷达专场1场 Shijiazhuang- All New Jetta 1 邯郸 小区-全新捷达专场1场 Handan All New Jetta 1 太原 小区-迈腾专场1场 Taiyuan Magotan 1 唐山 小区-全新捷达专场1场 Tangshan All New Jetta 1,场次Times,经销商自有传播平台，信息平台进行前期招募与信息传播；dealer we media platform, info platform pre-stage recruitment and communication 为经销商提供公关稿件、设计文件、媒体组合建 provide PR articles, design document and media portfolio suggestion to dealers,“Open Day”活动 华北区域“迈腾秀专场” Magotan Special “Open Day”活动 华北区域“全新捷达秀专场” All New Jetta Special,形式Form,展厅参观 exhibition hall visiting 欢迎仪式 welcome ceremony 静态迈腾秀 static show 竞品对比环节 compare with competitor 售后服务区 体验 after sales 透明车间 transparent workshop 趣动迈腾秀 fun show 茶歇环节 tea break 有奖问答 Q&A 销售政策公布 sales policy announcement 销售环节 sales,RSD2 战略规划-活动概述 RSD2 Strategic Plan -Overview,迈腾专场 共计5场 Magotan- 5 stops,全新捷达专场 All NEW JETTA 共计3场 3 STOPS,RSD2 战略规划-场次规划 RSD2 Strategic Plan - Scedule,首站开展情况-北京庆洋,智“惠”迈腾，引领精彩生活-一汽-大众庆洋展厅开放日活动,活动概述,活动内容,活动时间：2013年8月24日 活动地点：北京庆洋汽车服务有限公司花乡店 参与人员：迈腾意向客户,1. 欢迎仪式 2. 迈腾秀 3. 对比讲解秀 4. 售后休息区 5. 趣动迈腾. 6. 销售环节,活动效果,1.以经销商实际需求为基准，区域层面予以支 持，活动招募与环节设置针对迈腾意向人群 帮助经销商解决迈腾产品集客向销售转换问题； 2.招募&执行期间集客234人；现场邀约迈腾意向 客户91人,team2组经销商35人 ； 招募&执行期间集AAK销量98台，迈腾35台， 其余车型63台；活动现场AAK销量16台， 其中迈腾7台，其余车型9台。,First stop implementation- Qingyang Beijing,Wise magotan, wonderful life- FAW- VW Qingyang open day event,Event description,Content,time: 3013.8.24 venue: Beijing Qingyang- Huaxiang Participants: magotan intention customers,1. Welcome ceremony 2. Magotan Show 3. Comparison Show 4. After sales rest area 5. Fun Magotan 6. Sales part,Effect,1.Based on dealers need, region give support, recruit and plan event according to intention customer need, help dealers solve the sale problem. 2.Collect 234 customers during recruit and implemetntaion period; invite 91 intention customers onsite; team2 35 dealers；AAK 98, including magotan 35 and 63 other model during recruit and event period. AAK 16, including 7 magotan and 9 other model.,项目执行成果-活动亮点展示,注：活动后期后续销售数据正在统计当中,Implementation Effect- Highlight,Note: Sales data of later event is being collected,静态迈腾秀 静态迈腾秀在各讲解环节均加入与消费者互动体验与案例分享，嘉宾参与度高，信息到达率高,帕萨特竞品对比环节 将迈腾主要竞品帕萨特与迈腾同时展示，实物对比讲解迈腾秀优势，形式新颖，嘉宾反响强烈,趣动迈腾秀 在售后车间开展，将迈腾车的优越特性：电子泊车，自动驶出，电子驻车，电子刹车等功能在互动中展示，信息传达直观有效,庆洋专场签售环节 庆洋 张捷达总经理亲自宣布专场优惠政策，经过前面环节讲解渗透迈腾优越性能，加以优惠政策引导，提升销售机会,项目执行成果-活动亮点展示,华北区域首站OPEN DAY活动在北京庆洋展厅举行，活动以总部OPEN DAY活动为框架，加强产品体验及销售跟进力度，新增：迈腾竞品对比、趣动迈腾秀、销售专项环节。不但增强活动的互动性，更注重提升活动集客及成交率，提升整体活动效果。,Implementation Effect- Highlight,Passat competitors comparison part Show magotan and passat at the same time and introduce magotan advantage, the new form is welcomed by customers.,Fun Magotan Show At aftersales workshop show magotan superior function via interaction, directly and effectly communicating information: E-Parking, E-Driving, E-Braking, etc.,Static Magotan Show Adding customer interactive experience and case sharing, active participation, effective information communication,Sign and sale part at Qingyang GM Zhang Jieda of Qingyang announce sales policy, introduce magotan advantage, to promote sales.,First stop implementation-of RSD2 in beijing qingyang, Activities in the headquarters OPEN DAY for the DAYframework , To strengthen the product experience and sales follow up, newly increased ; Comparison of competing products/ Dynamic MAGOTAN show./ Sales of special links, Not only enhance the interactive activities, pay more attention to enhance the set of activities guests and turnover rate, improve the overall effect of activity.,互动情况,华北区体验式营销OPEN DAY活动充分结合总部OPEN DAY活动形式，根据华北区域销售现状及经销商特点，开展针对迈腾、全新捷达产品进行促销的主题看车团活动,按照总部要求积极落实和推广,充分调动经销商积极性、参与性,深入解析活动目的和意义：组织研习与观摩总部打样活动，充分解读总部关于体验式营销活动的定义和要求； 成立项目专项工作组： 成立华北区OPEN DAY工作小组，由RSD2市场总监带领市场部人员，选拔部分经销商优秀市场总监及活动代理公司项目组人员，充分结合各方面建议和意见，进行活动研讨和规划，提升活动可执行性； 发放调查问卷：针对总部打样活动向经销商发放调查问卷，收集和调查区域经销商的建议和需求；,定期召开项目会议：邀请开展活动的经销商总经理，集团负责人等参与到项目组，参与活动策划与实施，确保活动得到经销商管理层的重视和支持，保证活动效果和质量； 组织经销商观摩：活动邀请区域内经销商销售总监、市场总监、内训师进行活动观摩，征求建议和意见，督促各经销商做好活动准备，为后续活动开展奠定基础； PDCA：单站活动完成后，及时对各环节进行总结与修正，双向分析整体活动优缺及改进点； 区域及经销商及时进行活动效果追踪，提升活动效果。,Interaction,RSD2 OPEN DAY Activities combine headquarters activities, According to the regional sales status and dealers, to carry outthe theme of the promotion activities for MAGOTAN car group, the new Jetta products,The implementation and promotion actively in accordance with the requirements of the headquarters,To fully mobilize the enthusiasm of participation, dealers,Activities, in-depth analysis of the purpose and the significance of: Organizational learning and observation headquarters proofingactivities, fully comprehend its definition and requirements about experiential marketing activities; The establishment of special project working group: By the RSD2 marketing director to lead the market department personnel, select some dealers excellent marketing director and activities of Proxy Companies project team personnel, the full and combine various proposals and suggestions for activities,research and planning, promotion activities implementation; Issuance of the questionnaire, analysis ofcustomer satisfaction data: Aiming at the headquarters proofing activities to the dealer paid survey, collection and investigation of regional distributorssugg