【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,2009年2月25日 feb. 25th, 2009 思朗提呈 presented by seeland,活动管理 event management,活动思考 event idea,活动概述 event overview,主目录 master catalog,活动思考 events idea,在一级城市广州的时尚club进行推广，直面目标消费群体 launch promotion events in fashion club in guangzhou, a first-tier city and directly face the target consumer group.,面向目标消费群体的推广与展厅活动双线进行，目标明确 launch promotion and showroom event facing target consumer group separately, with a clear objective.,一 i,新嘉年华轰动上市，增加公众曝光率是首要需求 the new fiesta is grandly launched and increasing public coverage is the priority demand,二 ii,1,结合各展厅周末活动延续上市声势，将促销效果最大化 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 master catalog,活动管理 event management,活动思考 event idea,活动概述 event overview,活动概述 event overview,一级城市: 艳遇嘉年华 first-tier city: splendid encounter with fiesta,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.,切中目标消费群体，吸引客户到店 focus on target consumer group and attract customers to stores 回馈保有客户，展现产品信息 reward promising customers and present product information 提升成交量 promote turnover,活动目的 purpose,一级城市- 艳遇嘉年华： first-tier city-splendid encounter with fiesta,展厅活动- 嘉年华精彩周末系列活动 showroom events: happy weekend of fiesta serial events,增加到店率 increase attendance rate 丰富销售形式 enrich sales modes 回馈保有客户 reward promising customers 提升成交量 increase turnover,活动简介 event overview,长安福特3-5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行。 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 and southern region.,活动形式 how,活动场地 where,广州-时尚酒吧club / 南区经销商展厅内部 guangzhou-fashion bar club / inside distributors showrooms in southern region,活动时间 when,广州-3月底至5月初 / 展厅-3月至5月每个周末 guangzhou-late march to early may/showroom: every weekend from march to may,线上支持 online support,全程配合当地媒体宣传预热、跟踪拍摄及后续报道 coordinate local media in “warming“ and tracking shooting of promotion as well as follow-on coverage,展厅 showrooms,电影展播 / 节能课堂 / 节能考卷 / 周末派对（游戏与表演） 等 film show/course on energy saving/exam on energy saving/weekend party (games & performance),广州 guangzhou,酒吧现场主题布置 / 抽奖 / 向试驾订车客户赠送酒吧消费券 等 on-site theme arrangement at bar/luck draw/gift bars tickets to customers having a trial drive and making an order,活动规划 planning,广州与南区全体经销商展厅双线同时进行活动，经销商配合展厅活动 all distributors showrooms in both guangzhou and southern region launch events separately at the same time, with distributors coordinating in events of showrooms.,主目录 master catalog,活动管理 event management,活动思考 event idea,活动概述 event overview,嘉年华精彩 周末系列活动 fiestas happy weekend serial events,艳遇嘉年华 splendid encounter with fiesta,活动管理 events management,艳遇嘉年华 splendid encounter with fiesta,活动简介,时间 when,地点 where,对象 who,形式 how,2009年3月底-5月初 周末 weekends from late march to early may, 2009,广州时尚人气酒吧 / club guangzhou fashion popular bar club,展厅试驾与订车客户 / 酒吧客户 customers having a trial drive and making orders/bar customers,酒吧内嘉年华主题布置和广告片段音乐播放 / 经销商向客户派发消费券邀约 / 幸运抽奖 fiesta theme arrangement and advertisement clip music playing in bars/distributors distributing consumption ticket and invitation/luck draw,线上 online,地方媒体配合前期预热及后续报道 coordination of local media in pre-phase warming and follow-on coverage,主题布置 theme arrangement,现场播放嘉年华广告片与主题音乐，撩动客户感官 play advertisement film and theme music of fiesta to make customers high,“幸运嘉年华”抽奖令客户深刻记忆长安福特，感受诚意 lucky fiesta lotto drawing enables customers to have a deep impression on changan ford and feel his sincerity.,配合经销商向试驾和订车客户派发消费券，刺激销售 coordinate distributors to distribute consumption tickets to customers having a trial drive and making orders, so as to stimulate sales.,以嘉年华广告风格进行酒吧主题布置，渲染品牌氛围 carry out bar theme arrangement with advertisement style of fiesta to highlight the brand atmosphere,动感炫音 dynamic music,邂逅幸运 encountering lucky,促进成交 make a deal,活动亮点 highlights,艳遇嘉年华 splendid encounter with fiesta,展厅邀约 invitation from showrooms,每位凭券消费的客户除可参与抽奖以外，更可获得艳遇纪念礼品一份 besides participating in luck draw, each customer consuming with the ticket can be presented a commemoration gift.,客户凭消费券可到酒吧活动现场充抵消费额，尽情享受艳遇之夜 customers can deduct the consumption amount with the consumption tickets on the site of bar events, to fully enjoy the splendid night.,经销商向展厅内试驾和订车的客户派发不同额度的酒吧活动当晚消费券，吸引客户参加活动，促成购买 distributors distribute consumption tickets of different amount for bar events on the current night to customers having a trial drive and making orders in the showrooms.,艳遇嘉年华 splendid encounter with fiesta,主题布置 theme arrangement,循环播放嘉年华主题音乐，配合现场时尚梦幻气氛，充分显现嘉年华的强大魅力 play the fiestas theme music in cycle, together with the fashionable and fantastic atmosphere, to fully demonstrate the robust charm of fiesta.,循环播放嘉年华电视广告，向目标消费群体柔性灌输产品信息 play tv advertisement of fiesta in cycle to softly instill production information into target consumer group.,依照嘉年华系列vi进行现场布置设计，突显嘉年华时尚和惊艳的产品特色，吸引目标客户眼球 carry out site arrangement and design based on fiesta series vi, highlight the fashionable and breathtaking product features of fiesta and attract target customers attention.,艳遇嘉年华 splendid encounter with fiesta,幸运嘉年华及问卷调查 lucky fiesta and questionnaire,客户完成调查和领奖后，可撕下问卷副联获取嘉年华官网地址和经销商联系方式等信息，方便到展厅购车 after questionnaire and awards acceptance, the copy of the questionnaire can be tear out to get information including fiesta website and contact information with the distributors, for the ease of further purchase of car.,所有得奖客户在现场领奖，领奖前需填写5道关于长安福特的调查题目并附上联系方式，以此收集客户资料，同时派发嘉年华宣传资料 all prizewinners accept the awards on the site. prior to award acceptance, a 5-question questionnaire about changan ford shall be filled , with contact information attached, so as to collect customer information, while dispatching promotion information about fiesta.,活动当晚进场消费的客户均可获得抽奖券一张和嘉年华宣传资料一份，参加“幸运嘉年华”抽奖活动 any customer coming to the bar and consuming at the night of events can be awarded a lotto and a copy of promotion information for fiesta to participate in lucky fiesta luck draw.,艳遇嘉年华 splendid encounter with fiesta,礼品建议 recommended gifts,一等奖: 精品ford红酒杯1对 first prize: a pair of top-quality ford wine glasses,二等奖: 软塑精印ford uno游戏牌1副 second prize: 1 set of soft plastic fine-printed ford uno game cards,艳遇纪念奖: 丝绒ford手机套1个 memorial prize for encounter:1 velvet ford phone bag.,三等奖: 精品防风ford金属打火机1个 third prize: 1 top-quality wind-proof ford metal lighter,注：图片仅为参考，最终礼品以实物为准 note: the images are only for reference. the actual final gifts are standard.,艳遇嘉年华 splendid encounter with fiesta,嘉年华精彩 周末系列活动 fiestas happy weekend serial events,艳遇嘉年华 splendid encounter with fiesta,活动管理 events management,经销商展厅活动 distributors showroom events,试驾有礼 gift for trial drive,2009年3月10日至5月31日，欢庆福特家族又添新成员，到经销商展厅参加试驾活动的客户，有机会获得一份精美的试驾礼物。 from mar.10th to may 31st, 2009, a new member is added to the happy ford family. any customers having a trial drive in any distributors showroom will have a chance to obtain a exquisite gift for trial drive.,配合促销活动，延续促销效果 coordinate promotion events; sustain promotion effects,幸运抽奖 luck draw,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。 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,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 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 distributors showroom events,3-5月份展厅布置主题 showroom arrangement theme from march -may,经销商展厅活动 distributor showroom events,3月份展厅布置 showroom arrangement for march,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。 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,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。 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 distributors showroom events,3月份 “精彩周末”展厅活动 march happy weekend showroom events,时间 when,地点 where,对象 who,形式 how,2009年3月份周六、周日 saturdays and sundays in march, 2009,长安福特南区各城市经销商展厅 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 invitation for promising, intention customers and free visitors to store,奥斯卡经典电影展播 / 展厅内自助晚餐 / 订车抽奖 oscar classic movie show/ buffet dinner in showroom/luck draw for ordering,主题 theme,当经典遇上经典 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 distributors showroom events,3月份“精彩周末”展厅活动 march happy weekend showroom events,执行概要 executive summary,建议每周播放不同风格的奥斯卡电影，如艺术类、科幻类、卡通类等 it is recommended to play oscar movies of different styles every week, including art movies, science fiction movies and cartoon movies.,建议于每个活动日晚餐后播放1部影片 it is recommended to play a movie after supper every event day.,建议每个周六和周日提供丰盛的自助晚餐款待到店客户 it is recommended to provide rich buffet supper to customers to the store every saturday and sunday.,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 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 timeline 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 distributors showroom events,经销商展厅活动 distributors showroom events,4月份 “精彩周末”展厅活动 april happy weekend showroom events,时间 when,地点 where,对象 who,形式 how,2009年4月份周六、周日 saturdays and sundays in april, 2009,长安福特南区各城市经销商展厅 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 invitation for promising, intention customers and free visitors to store,节能节油驾驶技巧培训 / 节能考卷 / 订车抽奖 等 training 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 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 distributors showroom events,4月份“精彩周末”展厅活动 april happy weekend showroom events,执行概要 executive summary,建议邀约保有客户、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 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.,建议培训结束后向每位客户发放“节能考卷”，反馈客户的培训效果，并向完成考卷的客户发放小礼品（经销商提供） 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.,建议每个周末邀请专业节油驾驶教练对客户进行节油培训 it is recommended to provide customers trainings on fuel saving by inviting qualified trainers for fuel-saving driving,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 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 timeline 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 distributors showroom events,经销商展厅活动 distributors showroom events,5月份 “精彩周末”展厅活动 may happy weekend showroom events,时间 when,地点 where,对象 who,形式 how,2009年5月份周六、周日 saturdays and sundays in may, 2009,长安福特南区各城市经销商展厅 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 invitation for promising, intention customers and free visitors to store,趣味摊位游戏 / 创意动感表演 / 订车抽奖 / 烤肉 等 interesting showroom games/creative dynamic performance /luck draw for ordering/barbecue,主题 theme,周末合家欢，精彩嘉年华 长安福特欢乐派对 weekend union, wonderful fiestachangan ford happy party,经销商展厅活动 distributors showroom events,5月份“精彩周末”展厅活动 may happy weekend showroom events,执行概要 executive summary,摊位游戏建议 recommendations for showroom games,飞镖游戏: 客户手持多个飞镖射向目标，量多者胜 dart: customers hold several darts and throws them toward a target. the one with the most darts on is the winner.,彩绘游戏: 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 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.,毽子游戏: 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 shuttlecock kicking: two customers, as a ground kick the shuttlecock alternatively. the group having the longest time of preventing the shuttlecock from falling wins.,游戏礼品由经销商按实际情况自行提供 gifts for these games are provided by the distributors based on actual conditions.,经销商展厅活动 distributors showroom events,5月份“精彩周末”展厅活动 may happy weekend showroom events,执行概要 executive summary,表演建议 recommendations for performance,街舞breaking表演 hip-hop breaking performance,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 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.,互动魔术表演 interactive magic show,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 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 timeline 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 distributors showroom events,礼品分配建议 recommendations for gifts allocation,经销商展厅活动 distributors showroom events,3月份：5500份 march: 5500,试驾礼品 gifts for trial drive,抽奖礼品 gifts for luck draw,4月份：5000份 april: 5000,5月份：5000份 may:5000,每月220份，3个月共660份 220 per month, totally 660 for three months,其中每月: 一等奖（1500元）40份 ， 二等奖（1000元）80份， 三等奖（500元）100份 including every month: first prize（rmb1500）40， second prize（rmb1000）80， third prize（rmb500）100,试驾礼品建议 recommendations for gifts for trial drive,经销商展厅活动 distributors showroom events,3月份 / 5月份: 精美嘉年华环保购物袋 march/may: exquisite fiesta environment-friendly shopping bag,4月份: 小车车模 april: top-quality ford solar energy treasury ox automobile ornament,说明 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 recommendations for gifts for luck draw,经销商展厅活动 distributors showroom events,一等奖:小家电组合微波炉+电饭煲+电熨斗 飞利浦剃须刀（1500元） first prize: small appliances mix-microwave oven+rice cooker+ electric iron +philips shave (rmb1500),说明 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 recommendations for gifts for luck draw,经销商展厅活动 distributors showroom events,二等奖:小家电组合电饭煲+电熨斗 飞利浦剃须刀（1000元） second prize: small appliances mix-rice cooker+ electric iron +philips shave (rmb 1000),三等奖:小家电组合电饭煲飞利浦剃须刀（500元） third prize: small appliances -rice cooker+ philips shave,活动管理 events management,效果预测与评估 effect predication and assessment,活动管理 events management,效果预测与评估 effect 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 引言,福特家族又添新成，长安福特全车系试驾有礼 之 艳遇 新嘉年华,theme 活动主题,策言 创意概述 艳遇新嘉年华之魅力四射，调情酒吧 艳遇新嘉年华之惊艳登场、一见倾心 艳遇新嘉年华之全城惊艳、锋芒毕露 艳遇新嘉年华之礼品促销方案 待语,content 目录,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。 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 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，更准确有力的传达到目标消费者的耳朵里！,foreword,策言,用什么手段推广？,对于直面消费者的经销商来说，在一款新车上市之前，如何将该款车型以最好的方式，最直接的营销策略、最有效的传播手段、最简短直接的语言传递给目标消费者？,新车推广,常规形式,目前市场上的新车上市宣传活动，一般都是采取新闻发布会的方式，然后通过媒体的宣传，将该款车型的上市信息传递给目标受众。,年轻,活力,时尚,性感,现代,动感,自我,激烈,热情,新车特质,我们要用的形式,娱乐营销的形式让我们与新嘉年华来一次艳遇！,娱乐营销，尤其是在大众娱乐时代，其受众和影响力都是有目共睹的，从效果和影响力来说，它不是采取说教式的宣传方式，不是摆出该款车型的先进技术、良好配置等专业性很强的技术参数，而是把消费者置身于娱乐的氛围中，在轻松、愉悦的氛围中完成产品到消费者当中的传递，可以说，是传递有声，有神有形，跟目标消费者实现了初次销售沟通。,艳遇新嘉年华 主题诠释：新嘉年华