奥美BrightEyesClub2000008.ppt

,prepared by ogilvyinteractive date nov. 18, 1999,bright eyes club 2000,contents,business imperatives,our strategy & implementation process,work schedule,budget,description of project functions,business imperatives and opportunities,phase 2 : set up on-line club,phase 1 : set up off-line club,team profile,2000 dm program prospect,cooperation with myweb,bausch & lombs business faces a variety of challenges in the current market.,pressure for change,progress of category is limited,price war,channels kickback,consumers betrayal,the key issue is that currently end-users and channels are both “strangers” to us.,emotional loyalty,behavioral loyalty,high,high,low,exist,prospect,build up relationship,prisoners,good,happy,friends,marriages,neighbors,colleagues,courtship,strangers,extended,distant,families,lovers,channel status owners,rational gaining profit from kickback is easy; favor the brands that bring the highest profits; limited knowledge in marketing and management emotional business is more or less private enterprise business is operated with few supports manufacturers are seen as “renters” who do not help in the actual sale of products implication care about profit, need support,channel status sellers,rational choose the most profitable product to sell, even though it may not satisfy customers. limited knowledge of professional market limited understanding of their customers emotional life is invariable, two points and one line working is pressure and boring being small potato, there is no chance for great achievement. customers are nearly trouble implication care about profit,need to express individual value.,channel status fitters,rational choose the most profitable product to sell, although it makes customers not that satisfied professional background but have fallen behind no expertise on different manufactories products. emotional as the professional in this locale,they are lonely and have no stimulating and interactive work is pressure and boring no respect and achievements customers are nearly trouble feel like being left behind implication (retired)professionals needs professional/academic learning experienced amateurs needs communication,learn with fun,end-user status category benefits,functional convenient comfortable beautiful insight feelings of normally and privacy; light-hearted and free; ride fashion trends and build personal image. implication refine the relationship,rational main brand homogeny; having economic pressure, currently very expensive. price and virtual offers are the main factor in choosing products shortcomings (unable to solve astigmatism and can not be worn overnight) belong to the category, no market leaders that stand out to consumers; low consumer knowledge, although contact lenses are high technology goods emotional no personal care no relevant products and service implication need individual service,end-user status usage and attitude,in chinas huge population, there is little room for the consideration of individuals, chinese deeply desire individually understanding and care. relationships are very important to chinese. however, at this point, intimate relationships are only between people. having such a relationship with a company is almost impossible. eager to be acknowledged, they need more change and challenges in their routine daily lives. implication take care of the lives of individuals.,end-users status lifestyle,contents,business imperatives and opportunities,our strategy & implementation process,description of project function,phase 2 : set up on-line club,phase 1 : set up off-line club,work schedule,budget,team profile,2000 dm program prospect,cooperation with myweb,our strategy,end-user,channel,b & l,more information, care & saving,more profit,more information, support & business,build on-line club more cfe,more benefit,more purchase higher loyalty,more sales higher loyalty,our strategy,core: integrated online relationship marketing to improve tcs ( total customer satisfaction ) and building favorable channel. objective: retain customer / partner relationship and build up brand loyalty. method on-line “eyescare” club database marketing off-line ( direct mailing , binder mailing ) on-line ( i-bridger , e-mail ),developing rational and emotional bonds,+,emotional,+,-,strangers,partners,understand and personalize. recognition gratitude service benefits involvement,more purchases, more offers. economic benefits additional offers fact-based information,behavioral,offering principle,cost of offers,profits gained,value,time,customers loyalty,offer -channel,rational off-line points = money increase users (greater business) events (training,etc.) faster delivery on-line. email account information order products newsletter internet experience free time (internet access),emotional off-line events(travel) raise awareness on-line personal pages professional tips,rational off-line points = money products(upgrade, cross) on-line space(mail) information newsletter eyes care tips internet experience free time,emotional off-line gifts events on-line personal pages make friends(bbs),offer - end-user,implementation process to channels,choosing key channels,creative webtv station set up tv with myweb training for owners, sellers and fitters merchandising,announce to dealers and training,taking the salute from increasing customers and relevant persons registering,points program store points from purchase (every relevant person have benefits) converting points into products gifts and premium give-aways,personalized service personal newsletter personal experiences publish faq community interaction workshops and seminars,accept new volunteer channels,analyze project representation,working process to end-users,analyze existing database,off-line project announcement,returned mail,assign relevant channels,home register,channel register,no response,points program store points from purchase (every relevant person have benefits) changing points into products gifts and premium give-aways,personalized service personal “eyescare” institute personal newsletter personal experiences publish faq community,referring new users enlarging database,promotion in key cities,business imperatives and opportunities,description of project function,our strategy & implementation process,phase 2 : set up on-line club,phase 1 : set up off-line club,work schedule,budget,team profile,2000 dm program prospect,cooperation with myweb,phase 1 - setup off-line club,build key channels binder mailing for fitter offline reminder for end-user setup off-line database system see appendix one,phase 2 - setup off-line club,setup on-line database system setup club web site club promotion see appendix two,contents,business imperatives and opportunities,description of project function,2000 dm program prospect,our strategy & implementation process,phase 2 : set up on-line club,phase 1 : set up off-line club,work schedule,budget,team profile,cooperation with myweb,2000 dm program prospects,spring,summer,autumn,winter,training session (seminars and workshops),travel or beauty pouch /sac campaign,with seasonal special products sell,dating within your summer vacation,swimming goggles campaign,with seasonal special products sell,new products for new beginning,specially for freshmen,nationals day travel event,eyes care institute seminar or workshop,wind-proof (glass) campaign,with seasonal special products sell,christmas and new year gifts supply,see appendix three,contents,cooperation with myweb,business imperatives and opportunities,description of project function,our strategy & implementation process,phase 2 : set up on-line club,phase 1 : set up off-line club,work schedule,budget,team profile,2000 dm program prospect,cooperation with myweb,discount web tv for each channel (beijing,shanghai,guangzhou,etc) technical support and training mailbox for everyone in online club (channel and end-user) link to interrelated content in myweb site(life, hygiene,etc) web hosting (ex. /),contents,team profile,business imperatives and opportunities,description of project function,our strategy & implementation process,phase 2 : set up on-line club,phase 1 : set up off-line club,work schedule,budget,2000 dm program prospect,cooperation with myweb,our team,members o both setup the rule of “eyescare” club,contents,work schedule,business imperatives and opportunities,description of project function,our strategy & implementation process,phase 2 : set up on-line club,phase 1 : set up off-line club,2000 dm program prospect,cooperation with myweb,team profile,budget,work schedule,b&l,o&m,myweb,time,build key channels,setup off-line database system,setup web tv in channel and training,setup web site,offline dm,club opening,binder mailing,setup on-line database system,club promotion,phase 1,phase 2,contents,work schedule,budget,business imperatives and opportunities,description of project function,our strategy & implementation process,phase 2 : set up on-line club,phase 1 : set up off-line club,2000 dm program prospect,cooperation with myweb,team profile,phase one budget,project management rmb 300k setup database install i-bridge rmb 300k analyze exist db users rmb 200k setup channel db rmb 100k database management rmb 200k first off-line dm campaign rmb 600k binder mailing rmb 1290k ( see appendix four ) total rmb 2990k,phase two budget,project management rmb 200k setup web site strategy and concept rmb 200k creative design rmb 600k tech design rmb 400k promotion rmb 600k total rmb 2000k webtv rmb 1200k,build key channels,appendix one,build key channels - webtv set up,hardware setup tv + web box + telephone line software setup choose key b&l seller in key channel uniform of key b&l sellers merchandising whole web posters leaflets training set up (1day) on line q&a support sales,appendix one,offline reminder,appendix one,set up on-line club - overview,products info,campaign,“eyes care” institute,self-interested area,campaign report,community,myweb: eyescare club,appendix two,set up on-line club,contents entitled personal points stored demo channel & end-user personal equivalent advice channel & end-user point calculator channel changing relevant persons points for every purchase and exchange,campaign explanation point storing demo point equivalence offer exchange order system,appendix two,set up on-line club,contents entitled explanation channel suitable products for right target new r&d result channel strategy for each product channel personal product advice end-user user manual end-user,products info regular combination new,appendix two,set up on-line club,contents entitled special news channel talking to colleagues channel asking specialists channel personal product usage tips end-user eye problem advisor end-user,“eyescare” institute contact using tips “eyescare” advisor personal ophthalmic doctor,appendix two,set up on-line club,contents entitled interest ranking channel & end-user personal interested information channel & end-user storage (auto),self-interested area suggestion of information fields and links (fashion, sports, dressing,travel) newsletter link to personal mail box,appendix two,set up on-line club,contents entitled bbs: view and publish channel & end-user sales superstar experience channel personal experience view channel & end-user and send story,community bbs topics: lens, eyes problem, fashion, sports, travel publisher superstar experience,appendix two,set up on-line club,contents entitled only view local report channel,campaign report monthly performance analyze of customer,appendix two,objective enlarge our database methodology (supply visitors entitled) on-line promotion (media strategy needed) choose hot browser and relevant sites introduction or link in browser and relevant sites off-line promotion choose special channel (schools and collages) events bonding with eyes care institute events bonding with on-line club,club promotion,appendix two,events in first quarter (mar. apr. may) - channel,on-line leading up answer objective - speed up key sellers operating skill targets - key sellers method - on-line q&a, adding points when answer is correct. time - 1st month after web tvs set up happy april week-ends with training objective - reward positive channels, and encourage them targets - owners ( sales included) method - choose top 10 stores based on sales to club members each store receives 3 invitations a trip to the suburb for 2 days, special program training (sections for channel only) time - aprils last weekend,appendix three,首月大特送 objective - 促进登录广度与速度，增强通路与自身销售系统信心 targets - 现有名单消费者 method - 在受到dm单的30天内，购买当季推荐产品，特特价； 奖励点数特特多；出游或美容礼品特特多 time - 1st month after the date printed in envelop 五月明眸之星（选美） objective - 增加参与兴趣，制造流行话题，促进重点产品销售 targets - 所有俱乐部成员，特别照顾配戴重点产品的消费者 method - 将个人生活照寄往指定地点，刊登上网（重点产品者） 所有成员可上网投票 结果公布，正确投票者有奖；重点产品者奖项加倍 time - 3月中开始，4月底揭晓,events in first quarter (mar. apr. may) - end-user,appendix three,夏季常发眼疾辨别与治疗建议讲座 objective - 加强配镜师的专业水平；奖励态度积极的配镜师 targets - 重点通路 的配镜师 method - 主动提出讲座参加申请，同时评估积极度指标（业绩） 聘请知名眼科医生，相关销售人员同时参加 周末1天，提供免费午餐 time - 1st weekend in june 暑期销售大比拼 objective - 提升通路积极性，增加旺季销售 targets - 所有俱乐部成员 method - 以5月销量作为基数，将通路分类（大、中、小） 分类比较暑期销量，按名次发送大奖 time - 6月底开始，8月底揭晓,events in second quarter (jun. jul. aug.) - channel,appendix three,events in second quarter (jun. jul. aug.) - end-user,暑期网上游戏大比拼 objective - 增加成员上网获取信息可能，增加对俱乐部的兴趣与 偏好；增加旺季销售 targets - 全体俱乐部成员 ( 重点:大专院校学生 ) method - 一个通关游戏，可长时间积累分数，最终比拼分数发奖 游戏过程中，通关诀窍可通过成员积分换取； 游戏期间发生购买行为，游戏积分与成员积分加倍； 大奖诱人，游戏精彩 time - whole summer 暑期特别礼品欢送 objective - 增加旺季销售 targets - 所有俱乐部成员( 重点:大专院校学生 ) method - 名牌游泳镜作为诱惑促销品， 促进全线产品销售 time - whole summer,appendix three,events in third quarter (sept. oct.) - channel,国庆假期特别旅行计划 objective -