【邂逅·新嘉年华】长安福特汽车南区3-5月促销活动策划方案（中英双文） .ppt

邂逅新嘉年华 encounternew fiesta 长安福特南区3-5月促销活动 march-may promotion events for southern region,changan ford 20092009年年2 2月月2525日日 feb. 25feb. 25th th, 2009 , 2009 思朗提呈思朗提呈 presented by seelandpresented by seeland 活动管理 event management 活动思考 event idea 活动概述 event overview 主目录主目录 master catalogmaster catalog 活动思考活动思考 events ideaevents idea l 在一级城市广州的时尚club进行推广，直面目标消费群体 l launch promotion events in fashion club in guangzhou, a first-tier city and directly face the target consumer group. n 面向目标消费群体的推广与展厅活动双线进行，目标明确 n launch promotion and showroom event facing target consumer group separately, with a clear objective. 一 i n 新嘉年华轰动上市，增加公众曝光率是首要需求 n the new fiesta is grandly launched and increasing public coverage is the priority demand 二 ii 1 l 结合各展厅周末活动延续上市声势，将促销效果最大化 l extend the momentum of launching by combining weekend events at each showroom to maximize the promotion effect. 2 以新嘉年华为主的全车系品牌推广与销售 promotion and sales of full car series with new fiesta as priority 主目录主目录 master catalogmaster catalog 活动管理 event management 活动思考 event idea 活动概述 event overview 活动概述活动概述 event overviewevent overview 一级城市一级城市: : 艳遇嘉年华艳遇嘉年华 first-tier cityfirst-tier city: splendid encounter with : splendid encounter with fiestafiesta 1 2 选取广州高端时尚、人气旺盛的club合作进行活动，向展厅内 试驾和订车客户派发club消费券并邀约其参与club活动，并在 club现场进行布置和穿插抽奖活动，全面提升嘉年华人气指数 choose high-end, fashionable and popular clubs in guangzhou to cooperate in events, distribute club consumption ticket to customers that have a trial driving and make an order in the showroom and invite them to join in the club events; and arrange and interlude luck draw on site at club to fully promote the popularity index of fiesta. 展厅活动: 嘉年华精彩周末系列活动 showroom events: happy weekend of fiesta serial events 3-5月份在长安福特南区展厅内进行系列周末活动及订车客户 幸运抽奖，每月一主题，每月一惊喜，促使嘉年华及全车系车型 被更多的客户全面了解，最终促成销售的提升 from march to may, serial weekend events and lucky draw for customers making orders will be launched in showroom in south region for changan ford, with one theme and one surprise every month, facilitating fiesta and full series of models to be fully understood by more customers and finally promoting increase in sales. p 切中目标消费群体，吸引客户到店 p focus on target consumer group and attract customers to stores p 回馈保有客户，展现产品信息 p reward promising customers and present product information p 提升成交量 p promote turnover 活动目的活动目的 purposepurpose n 一级城市- 艳遇嘉年华： nfirst-tier city-splendid encounter with fiesta n 展厅活动- 嘉年华精彩周末系列活动 n showroom events: happy weekend of fiesta serial events p 增加到店率 p increase attendance rate p 丰富销售形式 p enrich sales modes p 回馈保有客户 p reward promising customers p 提升成交量 p increase turnover 活动简介活动简介 event overviewevent overview 长安福特长安福特3-53-5月份区域促销活动将按活动目的分出两类推广形式，在广州与南区全部经销商展厅执月份区域促销活动将按活动目的分出两类推广形式，在广州与南区全部经销商展厅执 行。行。 changan fords regional promotion events from march to may will adopt two modes by changan fords regional promotion events from march to may will adopt two modes by events purposes, which will be implemented in all distributors showrooms in guangzhou events purposes, which will be implemented in all distributors showrooms in guangzhou and southern region.and southern region. 活动形式 how 活动场地 where n 广州-时尚酒吧club / 南区经销商展厅内部 n guangzhou-fashion bar club / inside distributors showrooms in southern region 活动时间 when n 广州-3月底至5月初 / 展厅-3月至5月每个周末 n guangzhou-late march to early may/showroom: every weekend from march to may 线上支持 online support n 全程配合当地媒体宣传预热、跟踪拍摄及后续报道 n coordinate local media in “warming“ and tracking shooting of promotion as well as follow-on coverage 展厅 showrooms n 电影展播 / 节能课堂 / 节能考卷 / 周末派对（游戏与表演） 等 nfilm show/course on energy saving/exam on energy saving/weekend party (games sustain promotion effects 幸运抽奖 luck draw n 2009年3月10日至5月31日，订车的客户 更有机会在5月底通过幸运抽奖的机会赢 取精美的礼品；礼品将分成三个档次向客 户发放。 n from march 10th to may 31st, 2009, customers making orders also have a chance to win exquisite gifts by lucky draw at the end of may. these gifts will be distributed to customers by three levels. 精彩周末 happy weekend n 2009年3月至5月，每月皆有不一样的展 厅主题布置和活动，让客户每个周末都能 从展厅满载欢乐，体验长安福特全车系动 人魅力 n from march to may, 2009, there will be a different showroom theme arrangement and events every month, allowing customers every weekend to experience the breathtaking charm of full series of changan ford in the showrooms full of happiness. 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 3-53-5月份展厅布置主题月份展厅布置主题 showroom arrangement theme from march -mayshowroom arrangement theme from march -may 经销商展厅活动经销商展厅活动 distributor showroom eventsdistributor showroom events3 3月份展厅布置 月份展厅布置 showroom arrangement for marchshowroom arrangement for march n n 3月份展厅布置将于原有的展厅背景板、吊旗、横幅和易拉宝等延展物料 的基础上，加入一个统一的立体展示物灵动魔方，从而突出销售主题和规 整展厅统一氛围。 n based on the existing extending materials including showroom background board, lifting flags, banners and easy-full banner, a uniform 3d exhibit, smart pyraminx will be added into the showroom arrangement for march, thus highlighting the sales theme and create a uniform atmosphere for the showroom. 经销商展厅活动 distributors showroom events 3月份展厅布置:灵动魔方 showroom arrangement for march: smart pyraminx n 源自俄罗斯方块千变万化随心 而动的游戏味道，以紫色和黑色 表现出神秘感觉，恰如其分地展 现出邂逅嘉年华的惊艳与快乐。 n the breathtaking charm and happiness of “encounter fiesta” is most appropriately demonstrated with the game taste of ever-changing sourcing from tetris and the mysterious feeling shown by purple and black. 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 3 3月份月份 “ “精彩周末精彩周末” ”展厅活动展厅活动 march march happy weekend showroom eventshappy weekend showroom events 时间 when 地点 where 对象 who 形式 how 20092009年年3 3月份周六、周日月份周六、周日 saturdays and sundays in march, 2009saturdays and sundays in march, 2009 长安福特南区各城市经销商展厅长安福特南区各城市经销商展厅 distributors showrooms in cities in southern of changan ford distributors showrooms in cities in southern of changan ford 邀约保有客户、意向客户及自由到店客户邀约保有客户、意向客户及自由到店客户 invitation for promising, intention customers and free visitors to storeinvitation for promising, intention customers and free visitors to store 奥斯卡经典电影展播奥斯卡经典电影展播 / / 展厅内自助晚餐展厅内自助晚餐 / / 订车抽奖订车抽奖 oscar classic movie show/ buffet dinner in showroom/luck draw for orderingoscar classic movie show/ buffet dinner in showroom/luck draw for ordering 主题 theme 当经典遇上经典当经典遇上经典 长安福特奥斯卡电影嘉年华长安福特奥斯卡电影嘉年华 when classic meets classicchangan ford oscar movie fiesta 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 3 3月份月份“ “精彩周末精彩周末” ”展厅活动展厅活动 march march happy weekend showroom eventshappy weekend showroom events 执行概要执行概要 executive summaryexecutive summary n n 建议每周播放建议每周播放不同风格不同风格的奥斯卡电影，如艺术类、科幻类、卡通类等的奥斯卡电影，如艺术类、科幻类、卡通类等 n it is recommended to play oscar movies of different styles every week, including art movies, science fiction movies and cartoon movies. n n 建议于建议于每个活动日晚餐后播放每个活动日晚餐后播放1 1部影片部影片 n it is recommended to play a movie after supper every event day. n n 建议每个周六和周日提供丰盛的建议每个周六和周日提供丰盛的自助晚餐自助晚餐款待到店客户款待到店客户 n it is recommended to provide rich buffet supper to customers to the store every saturday and sunday. n n 建议最后一个周日邀约尽量多的客户到场进行建议最后一个周日邀约尽量多的客户到场进行现场抽奖活动现场抽奖活动，带动全场热闹气氛，带动全场热闹气氛 n it is recommended to invite as many customers as possible to participate in the on-site luck draw events at the last sunday to drive the lively atmosphere of the whole site. 电影展播活动时间表电影展播活动时间表 timeline of movie showtimeline of movie show 销售 / 邀约客户陆续到店 sales/customers invited come to the store successivley 9:00-17:00 17:00-18:30 自助晚餐 / 抽奖 buffet supper /luck draw 电影展播 movie show 18:30-20:00 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 4 4月份月份 “ “精彩周末精彩周末” ”展厅活动展厅活动 april april happy weekend showroom eventshappy weekend showroom events 时间 when 地点 where 对象 who 形式 how 20092009年年4 4月份周六、周日月份周六、周日 saturdays and sundays in april, 2009saturdays and sundays in april, 2009 长安福特南区各城市经销商展厅长安福特南区各城市经销商展厅 distributors showrooms in cities in southern of changan forddistributors showrooms in cities in southern of changan ford 邀约保有客户、意向客户及自由到店客户邀约保有客户、意向客户及自由到店客户 invitation for promising, intention customers and free visitors to storeinvitation for promising, intention customers and free visitors to store 节能节油驾驶技巧培训节能节油驾驶技巧培训 / / 节能考卷节能考卷 / / 订车抽奖订车抽奖 等等 training on energy/fuel saving driving skills/exam on energy saving/luck draw for orderingtraining on energy/fuel saving driving skills/exam on energy saving/luck draw for ordering 主题 theme 环保福特，绿色地球环保福特，绿色地球 长安福特节能周末课堂长安福特节能周末课堂 environment-friendly ford, green earthchangan ford weekend classroom on energy saving 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 4 4月份月份“ “精彩周末精彩周末” ”展厅活动展厅活动 april april happy weekend showroom eventshappy weekend showroom events 执行概要执行概要 executive summaryexecutive summary n n 建议建议邀约邀约保有客户、意向客户和随机自由到店客户参加专业培训，学习节能驾驶技巧保有客户、意向客户和随机自由到店客户参加专业培训，学习节能驾驶技巧 n n it is recommended to invite promising and intention customers and free visitors to the store to participate professional trainings and learn skills on fuel-saving skills. n n 建议培训结束后向每位客户发放建议培训结束后向每位客户发放“节能考卷 节能考卷”，反馈客户的培训效果，并向完成考卷的客户发放反馈客户的培训效果，并向完成考卷的客户发放小礼品 小礼品（ 经销商提供）经销商提供） n it is recommended to distribute “exam on energy saving” to each customers after training, to reflect the customers training performance and present a small gift (provided by distributors) to customers completing the exam. n n 建议每个周末邀请建议每个周末邀请专业节油驾驶教练专业节油驾驶教练对客户进行节油培训 对客户进行节油培训 n it is recommended to provide customers trainings on fuel saving by inviting qualified trainers for fuel-saving driving n n 建议最后一个周日邀约尽量多的客户到场进行建议最后一个周日邀约尽量多的客户到场进行现场抽奖活动 现场抽奖活动，带动全场热闹气氛，带动全场热闹气氛 n it is recommended to invite as many customers as possible to participate in the on-site luck draw events at the last sunday to drive the lively atmosphere of the whole site. 节能驾驶课堂时间表节能驾驶课堂时间表 timeline for energy-saving driving classroomtimeline for energy-saving driving classroom 11:00-13:00 茶点招待客户 receipt of customers by refreshments 销售 / 邀约客户到店 sales/customers collected arrive 9:00-12:00 14:30-14:45 休息 break 节能驾驶课堂 energy-saving driving classroom 13:00-14:30 15:15-15:30 公布答案与成绩 / 抽奖 release of answers and performance/luck draw 节能考卷 exam on energy saving 14:45-15:15 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 5 5月份月份 “ “精彩周末精彩周末” ”展厅活动展厅活动 may may happy weekend showroom eventshappy weekend showroom events 时间 when 地点 where 对象 who 形式 how 20092009年年5 5月份周六、周日月份周六、周日 saturdays and sundays in may, 2009saturdays and sundays in may, 2009 长安福特南区各城市经销商展厅长安福特南区各城市经销商展厅 distributors showrooms in cities in southern of changan forddistributors showrooms in cities in southern of changan ford 邀约保有客户、意向客户及自由到店客户邀约保有客户、意向客户及自由到店客户 invitation for promising, intention customers and free visitors to storeinvitation for promising, intention customers and free visitors to store 趣味摊位游戏趣味摊位游戏 / / 创意动感表演创意动感表演 / / 订车抽奖订车抽奖 / / 烤肉烤肉 等等 interesting showroom games/creative dynamic performance /luck draw for ordering/barbecueinteresting showroom games/creative dynamic performance /luck draw for ordering/barbecue 主题 theme 周末合家欢，精彩嘉年华周末合家欢，精彩嘉年华 长安福特欢乐派对长安福特欢乐派对 weekend union, wonderful fiestachangan ford happy party 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 5 5月份月份“ “精彩周末精彩周末” ”展厅活动展厅活动 may may happy weekend showroom eventshappy weekend showroom events 执行概要执行概要 executive summaryexecutive summary n n 摊位游戏建议摊位游戏建议 n n recommendations for showroom games recommendations for showroom games pp 飞镖游戏飞镖游戏: : 客户手持多个飞镖射向目标，量多者胜客户手持多个飞镖射向目标，量多者胜 pp dart: customers hold several darts and throws them toward a target. the one with the most darts on dart: customers hold several darts and throws them toward a target. the one with the most darts on is the winner.is the winner. pp 彩绘游戏彩绘游戏: 3: 3位客户同时蒙眼为嘉年华绘上车身彩绘，现场观众即时评选优胜者位客户同时蒙眼为嘉年华绘上车身彩绘，现场观众即时评选优胜者 pp color painting: three customers draw a color painting on a fiesta at the same time by color painting: three customers draw a color painting on a fiesta at the same time by masking the eyes and the onsite audiences choose a winner in real time.masking the eyes and the onsite audiences choose a winner in real time. pp 毽子游戏毽子游戏: 2: 2位客户组队，轮流踢毽子，看哪对的毽子持续不落地的时间最长为胜位客户组队，轮流踢毽子，看哪对的毽子持续不落地的时间最长为胜 pp shuttlecock kicking: two customers, as a ground kick the shuttlecock alternatively. the shuttlecock kicking: two customers, as a ground kick the shuttlecock alternatively. the group having the longest time of preventing the shuttlecock from falling wins.group having the longest time of preventing the shuttlecock from falling wins. n n 游戏礼品由经销商按实际情况自行提供游戏礼品由经销商按实际情况自行提供 n n gifts for these games are provided by the distributors based on actual conditions. gifts for these games are provided by the distributors based on actual conditions. 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 5 5月份月份“ “精彩周末精彩周末” ”展厅活动展厅活动 may may happy weekend showroom eventshappy weekend showroom events 执行概要执行概要 executive summaryexecutive summary n n 表演建议表演建议 n n recommendations for performance recommendations for performance pp 街舞街舞breakingbreaking表演表演 pp hip-hop breaking performance hip-hop breaking performance n n 建议最后一个周日邀约尽量多的客户到场进行现场抽奖活动，带动全场热闹气氛建议最后一个周日邀约尽量多的客户到场进行现场抽奖活动，带动全场热闹气氛 n it is recommended to invite as many customers as possible to participate in the on-site luck draw events at the last sunday to drive the lively atmosphere of the whole site. pp 互动魔术表演互动魔术表演 pp interactive magic show interactive magic show n n 建议展厅现场设置烤肉摊位和自助餐点，供客户品尝美食，尽享欢乐时光，提升客户好感度，促成购买行为建议展厅现场设置烤肉摊位和自助餐点，供客户品尝美食，尽享欢乐时光，提升客户好感度，促成购买行为 n it is recommended to set up booths for barbecue and buffet dinner on the site of the showroom, for customers to taste delicious dishes, enjoy happy time, promote customers favorable sense and facilitate act of purchase. 欢乐派对时间表欢乐派对时间表 timeline of happy partytimeline of happy party 12:00-13:30 烤肉、自助午餐等招待客户 receipt of customers by barbecue and buffet dinner 邀约客户到店 / 销售 / 游戏摊位开放 invited customers arrive/sales/game booths open 11:00-12:00 14:00-15:30 销售 / 游戏摊位开放 sales/game booths open 舞台表演 / 抽奖 stage performance /luck draw 13:30-14:00 16:00-17:00 销售 / 游戏摊位开放 sales/game booths open 舞台表演 / 抽奖 stage performance/luck draw 15:30-16:00 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 礼品分配建议礼品分配建议 recommendations for gifts allocationrecommendations for gifts allocation 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events n n 3 3月份：月份：55005500份份 n n march march: 5500: 5500 试驾礼品试驾礼品 gifts for trial drivegifts for trial drive 抽奖礼品抽奖礼品 gifts for luck drawgifts for luck draw n n 4 4月份：月份：50005000份份 n n april: april: 5000 5000 n n 5 5月份：月份：50005000份份 n n may may:5000:5000 n n 每月每月220220份，份，3 3个月共个月共660660份份 n n 220 per month, totally 660 for three months 220 per month, totally 660 for three months n n 其中每月其中每月: : 一等奖（一等奖（15001500元）元）4040份份 ， 二等奖（二等奖（10001000元）元）8080份，份， 三等奖（三等奖（500500元）元）100100份份 n n including every month: including every month: first prizefirst prize（rmb1500rmb1500）4040， second prizesecond prize（rmb1000rmb1000）8080， third prizethird prize（rmb500rmb500）100100 试驾礼品建议试驾礼品建议 recommendations for gifts for trial driverecommendations for gifts for trial drive 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 3 3月份月份 / 5/ 5月份月份: : 精美嘉年华环保购物袋精美嘉年华环保购物袋 march/may:march/may: exquisite fiesta environment-friendly shopping bag exquisite fiesta environment-friendly shopping bag 4 4月份月份: : 小车车模小车车模 april: top-quality ford solar energy treasury ox automobile ornamentapril: top-quality ford solar energy treasury ox automobile ornament n 说明 n note: 突显品牌时尚与活力，实用美观，可移动的品牌宣传品。 brand publicities that highlights brand fashion and vigor, is practical and beautiful and is portable. 抽奖礼品建议抽奖礼品建议 recommendations for gifts for luck drawrecommendations for gifts for luck draw 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 一等奖一等奖: :小家电组合小家电组合微波炉微波炉+ +电饭煲电饭煲+ +电熨斗电熨斗 飞利浦剃须刀（飞利浦剃须刀（15001500元）元） first prize:first prize: small appliances mix-microwave oven+rice cooker+ electric iron +philips shave (rmb1500) small appliances mix-microwave oven+rice cooker+ electric iron +philips shave (rmb1500) n 说明 n note 体现长安福特关爱客户，回馈客户。 reflect changan fords care for customers and reward for customers 抽奖礼品建议抽奖礼品建议 recommendations for gifts for luck drawrecommendations for gifts for luck draw 经销商展厅活动经销商展厅活动 distributors showroom eventsdistributors showroom events 二等奖二等奖: :小家电组合小家电组合电饭煲电饭煲+ +电熨斗电熨斗 飞利浦剃须刀（飞利浦剃须刀（10001000元）元） second prize:second prize: small appliances mix-rice cooker+ electric iron +philips shave (rmb 1000) small appliances mix-rice cooker+ electric iron +philips shave (rmb 1000) 三等奖三等奖: :小家电组合小家电组合电饭煲飞利浦剃须刀（电饭煲飞利浦剃须刀（500500元）元） third prize:third prize: small appliances -rice cooker+ philips shave small appliances -rice cooker+ philips shave 活动管理活动管理 events managementevents management 效果预测与评估效果预测与评估 effect predication and assessmenteffect predication and assessment 活动管理活动管理 events managementevents management 效果预测与评估效果预测与评估 effect predication and assessmenteffect predication and assessment 长安福特艳遇新嘉年华全车系试驾有礼活动 推广方案 当福特新嘉年华伴随着惊艳与掌声向我们驶来，09年的华丽乐章即将奏 响，回顾过去，我们见证了奇迹，我们实现了理想，我们寄托着希望；在 这个春意盎然的季节里，我们感谢着上帝的馈赠，我们继续创造着生活中 的精彩 introduction introduction 引言引言 福特家族又添新成，长安福特全车系试驾有礼福特家族又添新成，长安福特全车系试驾有礼 之之 艳遇艳遇 新新嘉年华嘉年华 theme theme 活动主题活动主题 策言策言 创意概述创意概述 艳遇新嘉年华之艳遇新嘉年华之魅力四射，调情酒吧魅力四射，调情酒吧 艳遇新嘉年华之艳遇新嘉年华之惊艳登场、一见倾心惊艳登场、一见倾心 艳遇新嘉年华之艳遇新嘉年华之全城惊艳、锋芒毕露全城惊艳、锋芒毕露 艳遇新嘉年华之艳遇新嘉年华之礼品促销方案礼品促销方案 待语待语 content content 目录目录 l燃油税时代，客观上为小型车市场创造了历史良机。燃油税实施受惠的将是小排量车和新 能源车。而新能源车受研究成本和推广力度的制约，小排量车则因技术外观的落后屡受诟 病，精品小型车必将风生水起。 l眼下中国的小型车市场，多款同级车正在市场厮杀。有被寄予厚望却命运多舛的马自达2； 也有根正苗红新老弥坚的改款飞度；有出身富贵却曲高和寡的丰田雅力士；也有恰逢着燃 油税东风、风头正劲的斯柯达晶锐 l中国汽车消费市场的日益成熟，消费需求也更趋多样化、个性化，新嘉年华作为一款高档 品质、新鲜活力的精品小型车，上市之前就受到大量都市白领们的关注和期盼，我们要做 的是把新嘉年华品牌精神和车型信息一起，更准确有力