31-1+1主题活动-岳阳邦田《3.11春季团购会》

1、“众情盛惠 礼献全城”一汽-大众华南区3-11春季团购会MAKE ALL BENEFITSpring Group Buying of FAW-Volkswagen on March 11团购任务 负责：1、团购传播客户招募筛选；2、店头团购会组织及运营；3、团购会现场销售组织及催单促进；4、活动总结及后续跟进。项目任务分配Group-buying Tasks Responsible for：1、recruiting and selecting customers for the group-buying activity；2、organizing and operating the group

2、-buying activity in the store ；3、organizing on-site sales and speeding up sending reminders in the group-buying activity；4、summarizing of the activity and following up。Tasks Assignment目录活动概述活动执行传播计划执行保障DirectoryOutline of the ActivityDetails of the ActivitySpreading PlanProtection Plan活动概述背景目的 团购对市场

3、最有冲击力，也是最快冲任务量的方法。团购更能刺激消费者的购买欲望。在消费者心里，团购比其他活动更优惠，利用团购形式冲击市场，见效快， 效果好。同里融合3月厂家联合春雷行动，促销政策强大。 以团购优惠政策来引领广大客户的选择方向，达到更快、更有力的促销， 主动出击，开拓最新最有效的销售渠道达到全车系加速促销的目的。Outline of the ActivityBackground Purposes Group buying is the best way to expand the market share and finish the task. It can stimulate consum

4、ers desire to buy. They think that group buying is more favorable than other promotions. Group buying is an effective way to expand the market share which could bring a satisfying result. With the Chunlei Plan, a promotion policy, launched by the factory, there are plenty of policies supporting the

5、group-buying activity.The preferential policy of group buying can lead more costumers to buy our products, making the promotion quicker and more effective. We will take more efforts to expand new channels to promote the sale of the whole series of cars.活动主题 活动时间：2017年3月11日活动地点：湖南邦田一汽-大众4S店内 团购类型：媒体传

6、播+店头现场团购 参与人员：经销商店头邀约潜在客户Topic of the Activity when：March 11, 2017where：Bangtian Car Dealership for FAW-Volkswagen in Hunan provinceTypes of group buying：media spreading + group buying in the storeRelevant personnel：potential customers invited by the dealers in the store活动主题众情盛惠，礼献全城一汽-大众春季团购会Topic

7、of the ActivityMAKE ALL BENEFIT- Spring Group Buying of FAW-Volkswagen活动主视觉Primary Visual of the Activity目录活动执行活动概述传播计划执行保障DirectoryDetails of the ActivityOutline of the ActivitySpreading PlanProtection Plan活动规划日期事项主要内容执行人员2月24日经销商完成项目人员架构组建由经销商总经理牵头各部门参加团购组织架构刘红玲2月26日媒体投放排期确认完成媒体排期、投放稿设计等准备工作市场部2月2

8、7日经销商完成媒体投放排期完成媒体投放合同签订市场部2月28日完成第一次销售顾问培训 陈纯3月1日媒体投放开始（电台、网络、微信）(建议至少提前10天投放，预留3天招募时间)周子扬 团购展厅客户第一次邀约激励及目标方案确定陈纯3月2日礼品类型、数量及预算到位开始采购李鹏鹏3月3日主持人、现场串词商讨确认拟定初版串词李鹏鹏3月4日沟通会-团购会推进情况确认流程、文字稿件、人员规划、物料采购、礼品发放、试驾车辆安排全体3月4-8日试驾车巡游两台试驾车（捷达、蔚领）王琪Plan datetasksMain contentspersonnel2.24the dealer finishes organi

9、zing work groups for the projectThe general manager leads related sections to organize the structure of group buyingLiu Hongling2.26Determine the date of media spreadingFinish the arrangement of media spreading and design of the advertisementsmarket section2.27the dealer finishes the arrangement of

10、media spreadingFinish signing the contract of media spreading market section2.28Finish the first-time training of sale advisors Chen Chun3.01Start media spreading (broadcasting station, network, WeChat)Tips: at least 10 days ahead of the schedule and leave 3 days for recruitmentZhou Ziyang Invite gr

11、oup-buying customers for the 1st timeConfirm motivation and purpose plans Chen Chun3.02Determine the types, number, and budget of presentsStart buying presentsLi Pengpeng3.03Determine hosts and rehearse Finish the draft Li Pengpeng3.04Confirm the process of communication meeting and group buyingProc

12、essing, profile, personnel, material purchase, presents distribution, and the arrangement of cars for test driveall personnel3.04-08Test drivetwo cars for test drive (Jetta, C-TREK)Wang Qi活动规划日期事项主要内容执行人员3月4日公布意向金数量完成情况每天滚动公布订单、诚意金、交车情况陈纯3月5日与人保廖海燕联系商量短信内容，及宣传时间提前准备短信内容李鹏鹏更换微信活动主画面（每个人） 全公司3月6日动员会（从

13、周一晨会开始宣读活动誓言）销售顾问发放激励奖金，领取任务，进行活动宣誓（活动宣誓词）王琪与中行确认宣传展架摆放及DM单宣传19个营业厅（展架画面）员工微信朋友圈宣传（中行微信版）李鹏鹏中行金融内容培训周一中午12:30培训潘维电台与微信内容更改内容增加中行合作周子扬3月7日二手车、金融、大用户政策解读7号晚上全体人员（讨论附加费贷款执行方案，特别是高端车）钟冲、潘维、喻娟3月8日开始客户二次筛选及邀约销售部进行销售线索筛选，开始进行电话邀约确认陈纯3月9日活动流程最终确认沟通会团购会现场活动流程最终确认刘红玲Plan datetasksMain contentspersonnel3.04Pub

14、lish the result of the intentionRepeatedly publish orders, the intention and car deliveries every dayChen Chun3.05discuss the texting contents and advertising time with Liao HaiyanPrepare the content ahead of timeLi PengpengChange the main page of the activity on WeChat (all people) Whole company3.0

15、6Pep meeting (reading out the activity pledge from the morning meeting on Monday)Sales advisors distribute rewards, claim tasks, and read out the pledge. Wang QiConfirm the place where the display racks put and direct mail advertising publicity with China Bank In 19 stores (the screen of display rac

16、ks), employees make publicity in the Moments of WeChat (the official accounts of China Bank)Li PengpengChina Bank financial trainingAt 12:30 p.m. on Monday Pan WeiChange the contents of broadcasting stations and WeChatAdding cooperation with China Bank to the contentZhou Ziyang3.07Analyze the polici

17、es related with second-hand cars, financing, and big consumersAll people in the evening discussing the operational plan of the extra charge loans, particularly that of luxury cars.Zhong Chong, Pan Wei, Yu Juan3.08Start selecting and inviting clients for the 2nd timeMarketing section selects sale clu

18、es and invites consumers on the phone Chen Chun3.09Finally confirm the process and communication meetingFinally confirm the process of the activityLiu Hongling活动规划日期事项主要内容执行人员3月10日活动预测到店人数汇总参与活动的客户人数王琪、陈纯项目组各板块准备完毕、自查总经理组织项目负责人审核完成度刘红玲团购会现场搭建及彩排（下午及晚上）流程、人员彩排、音响调试等李鹏鹏、周子扬团购会现场彩排及执行晚上进行简单彩排，下午进行现场团购会

19、全体准备一个快递信封将活动当天的活动政策放在信封内封好，活动当天价格公布时，将信封交给主持人李鹏鹏3月11日团购会开始 全体3月12日活动总结王琪主持整个销售部开会总结全体Plan datetasksMain contentspersonnel3.10Expect the number of consumers coming to the storeconfirm the number of participantsWang QI, Chen ChunAll project sectors finish preparation and make self-check The manager i

20、n charge approves the processingLiu HonglingSite building and rehearse (afternoon and evening)Processing, people rehearse, and sound checkLi Pengpeng, Zhou ZiyangRehearse and operationsimple rehearse in the evening and group buying in the afternoonAll peoplePrepare a express delivery envelop Put the

21、 activity policies in the envelop and give it to the host on the day the activity startsLi Pengpeng3.11Start the group buying All people3.12summaryWang QI hosts the summary meeting of the sale sectionAll people活动流程日期时间项目具体内容3月11日13:00-14:10客户签到客户签到，必须凭诚意金收据，领取入场券（负责签到人员需将客户签到表上的序号及客户信息填写到入场券反面，同时将对应

22、的号码牌发给客户，副券内容不填，交完订金由财务填写） 暖场表演互动游戏-大富翁14:10-14:15主持人开场 14:15-14:20领导致词领导致欢迎词14:20-14:30公布销售政策现场将收到的快递信封（政策）交给主持人，由主持人现场撒开，公布厂家统一发的团购价格（诚意金500元抵3680元原厂3M全车太阳膜）王琪配合将团购价填写到政策榜上14:30-15:00精品1元拍卖参与一元竞拍环节的客户，凭手中的拍卖牌，原厂精美礼品（速腾-原厂导航、儿童安全座椅副厂、凉被、抱枕、座套、真皮、保养机油）1元起拍卖，价格由低到高逐步上升，每举牌一次价格上升20-50不等，根据所拍物品来定，最终拍卖价

23、格以叫价最高者得Processing Date Time Project Details 3.1113:00-14:10Sign inCustomers sign in and receive entrance tickets with the intention receipts (personnel responsible for signing need to write the number and information of clients on the back of tickets, and give clients corresponding number cards. Th

24、e coupon needs to be filled by financial staff after paying the deposits. ) Warm-up performanceInteractive game-Monopoly14:10-14:15host appearance 14:15-14:20Senior managers making welcoming speechSenior managers making welcoming speech14:20-14:30Publish the sales policiesGive the envelop (policies)

25、 to the host, who opens it on the site and announces the price of group buying made by the factory (500 yuan of earnest money can get a 3M whole-car solar film worthy of 3680 yuan) Wang Qi writes the price in the policy list.14:30-15:001-yuan auction on quality goodsParticipants can use their action

26、 board to bid fine presents from the original factory including the original navigator of SARGITAR, child seats, quilt, pillow, seat cover, leather, and oil, whose auction prices are all 1 yuan. The price will increase 20-50 yuan each time, and people who bid the highest price will get the presents.

27、 活动流程日期时间项目具体内容3月11日15:00-16：40订车环节1、主持人控制场面，全场销售顾问协助引导，根据订单榜上的订单数量时时唱单,重点强调客户订车后所能拿到的各项大奖，同时强调此团购会价格只限活动现场，活动结束，价格回归订车轮番大抽奖 订单客户签完订单，缴纳订金后，财务填写副券，引导人员带领客户到订单风云榜处登记并引导客户砸金蛋，同时将客户手中的副券撕下，放到订单抽奖箱内，主券由客户自行保管，主券用于兑奖，抽奖规则：逢10抽奖，每次抽取5名顾客，抽奖次数多达5次，全程滚动抽奖，根本停不下来！礼品：九阳多功能料理机4个，车载冰箱5个，行车记录仪5个，干湿两用车用吸尘器10个）主持人

28、此时需强调越早订车客户可获得更多礼品，进行逼单。1-10：九阳多功能料理机4个，共4名1-20：车载冰箱5个，共5名1-30：行车记录仪5个，共5名1-40：干湿两用车用吸尘器5个，共5名1-50：车载负离子空气净化器5个，共5名16:40-16:50 最终大奖抽取 抽取订车大奖2名，一等奖儿童安全座椅，二等奖专用导航(交车领取)16:50-17:00活动结束主持人宣告活动结束，致欢送词17:00客户离店领取签到礼品（台灯一个）共100个，主券收回Processing Date Time Project Details 3.1115:00-16：40Ordering carsThe host

29、controls the whole situation, and sale advisors help to lead customers, read out orders according to the order list, and emphasis prizes customers can get after ordering cars and that group-buying price can only take effect on the site.Prize draw After customers sign orders and pay deposits, financi

30、al staff fill the coupon, and relevant staff lead consumers to register and make prize draw, at the same time, tear the coupon and put it in the box for prize draw. Customers can use their tickets to get the prize. Prize principles: taking 5 consumers each time, lottery times up to 5 times, rolling

31、lottery. Presents: 4 Joyoung multifunctional cooking machines, 5 car refrigerators, 5 drive recorders, 10 car vacuum cleaners. The host needs to emphasis that the sooner orders are signed, the more presents customer can get. 1-10：4 Joyoung multifunctional cooking machines1-20：5 car refrigerators1-30

32、：5 drive recorders1-40：10 car vacuum cleaners1-50：5 car Purifiers16:40-16:50final prize draw 2 prizes, the first prize is a child seat, and the second is specified navigator. 16:50-17:00end of the activityThe host announces that the activity is over.17:00leaveTake presents (a lamp) at a total number

33、 of 100, and take back tickets.执行要点-互动游戏 主持人根据现场客户丢格子的实际情况来给予礼品，此环节主要目的是为了调动现场气氛。Interactive Game-MonopolyMonopoly: To warm up the atmosphere, the host needs to send presents according to clients performance in the game.执行要点-一元拍卖 原厂精美礼品（速腾-原厂导航、儿童安全座椅副厂、凉被、抱枕、座套、真皮、保养机油等）作为拍卖会的拍卖物品，起价为“1元”，主持人 宣布1元起

34、拍后，客户每次以举牌的形式自由叫价，出价最高者拍得该项物品。竞拍人的最高应价一经确认成交，不得反悔。1-yuan Auction Participants can use their action board to bid fine presents from the original factory including the original navigator of SARGITAR, child seats, quilt, pillow, seat cover, leather, and oil, whose auction prices are all 1 yuan. The pri

35、ce will increase 20-50 yuan each time, and people who bid the highest price will get the presents. 执行要点-订车抽奖1、订车就立刻获得抽奖机会；2、全程分5轮抽奖环节，采用循环抽奖形式，逐步将气氛推到最热烈状态。Prize Draw1、customers can get opportunities as soon as they sign the orders.2、there are 5 prize draws, which can make the atmosphere warmer. 目录传

36、播计划活动概述活动执行执行保障DirectorySpreading PlanOutline of the ActivityDetails of the ActivityProtection Plan市场宣传渠道投放主投放主体体投放位投放位置置投放形式投放形式3月月123456789101112线上传播汽车之家后台活动软文发布易车网后台活动软文发布爱卡汽车后台活动软文发布微信平台微信软文推送及朋友圈传播短信平台发放活动信息（16年10月至17年3月的客户）线下传播中国银行19家网点摆放展架保险公司平安、人保、太平洋摆放展架海报张贴各小区、驾校粘贴宣传海报快递单所有邮政送出的快递上张贴DM单DM单

37、扫街（人和春天的店铺及商超、广场）Publicity channels Spreading bodywebsiteformMarch123456789101112Online AAAdvertorialsWeChatAdvertorials and spreading in the MomentsShort messageSending activity information (clients from October in 2016 to March in 2017)Offline spreadingChina BankDisplay racks in 19 business hallsI

38、nsurance companyDisplay racks in PING AN, PICC, and CPICposterPut posters on communities and driving schoolExpress sheetPut DM sheet on all express sheetsDirect mail advertisingOn the streets (Renhe Chuntian store, supermarkets and squares)广宣效果图Advertising Publicity物料预算类型材质规格数量 单价 金额舞台5*3135525椅子金属座

39、椅包布100151500主持人115001500入场券157克铜板纸 附券/压线2000.9180宣誓条幅丝印8米1648抽奖箱PVC板附写真贴30*301100100正方体箱子KT板45*45*613846.17水幕墙横幅贴画写真贴328*2812522.963M太阳膜过塑 双面相纸过塑A41210120诚意金标签KT板40*301384.56横幅喷绘630*9011268.04举牌KT板804.5360政策公布榜喷绘1.592*2.511247.76合计4522类型材质规格 数量单价 金额鲜花1200200气球+彩带2包气球，1卷彩带12525金蛋+运费含90元运费904360DM单（含M

40、INI店）157克铜板纸20000.18360DM单写真贴10000.18180门型展架画面80*180723231.84人保展架画面80*18012333.12中行展架画面80*1801923629.28中行展架2040800宣传海报170262121.6宣传车贴单面透60*4053845.6互动游戏区地贴白胶写真3.2*3.2125256合计5242Material Budgetstypematerialsizesum priceTotal pricestage5*3135525chairMetal seat cloth100151500host115001500Entrance tick

41、et157g of Coated papercoupon/Press line2000.9180Pledge scrollSilk screen8m1648Prize boxPVC board attached to Photo stickers30*301100100Cube boxKT board45*45*613846.17Stickers Photo stickers328*2812522.963M solar filmduplex paperA41210120The intention labelKT board40*301384.56scrollInkjet630*9011268.

42、04Auction boardKT board804.5360Policy listInkjet1.592*2.511247.76total4522typematerialsizesum priceTotal priceflowers1200200Balloon+Ribbon2 packs of ballon，1 tape of ribbon12525Eggs painted gold + freight feesIncluding 90 yuan fees904360direct mail advertising （including MINI store）157g of Coated pa

43、per20000.18360Photo stickersof direct mail advertising 10000.18180 display rack in operation halls80*180723231.84display rack in insurance firms80*18012333.12display rack in China Bank80*1801923629.28display rack in China Bank2040800poster170262121.6Poster on carsSingle side60*4053845.6Posters in th

44、e gamephoto3.2*3.2125256total5242礼品预算类型材质规格数量单价金额订车礼100保养券售后221002200100保险券销售1810018004L基础机油备件仓库101981980互动游戏玻璃水备件仓库1612192娃娃库存10-厅装雪碧自采421.6569.3进店礼台灯自采10018.31830抽奖礼1-10名：车载冰箱厂家支持50011-20名：行车记录仪厂家支持50021-30名：车载吸尘器厂家支持50031-40名：多功能榨汗机厂家支持40041-50名：负离子净化器装饰部精品52001000终级大奖二等奖-儿童安全座椅装饰部精品11500750一等奖-专

45、用导航装饰部精品120001200合计244413011021Presents BudgetstypematerialsourcesumpriceTotal pricePrize for car order100 tickets of car maintenance after-sales 221002200100 tickets of car insurancesales 1810018004L basic oilwarehouse101981980Interactive gameWasher fluid warehouse1612192dollsstock10-Canned Spritep

46、urchase421.6569.3Prize of anticipantslamppurchase10018.31830Prize draw1-10名：car refrigeratorsManufacturer support50011-20名：drive recordersManufacturer support50021-30名：car vacuum cleanersManufacturer support50031-40名：multifunctional cooking machinesManufacturer support40041-50名：car PurifiersDecorati

47、on Department52001000Final prizeSecond prize-child seatDecoration Department11500750First prize-specified navigatorDecoration Department120001200Total244413011021销售培训活动前期，针对本次活动结合销售顾问情况，进行与业的技能、话术、促成的培训，促定政策的制定。第一轮培训 2月29日前完成1.进行活动前金牌销售课程培训进行活动前金牌销售课程培训培训目标：提升三大能力培训目标：提升三大能力客户邀约能力：针对邀约方法和话术培训快速成交能力：

48、现场成交手段、客户判 断技巧、成 功经验癿分享等展开培训 客户服务能力：对流程和服务细节的把 控培训第二轮培训 3月9日前完成2. 召开全体动员大会，激励员工士气，调动召开全体动员大会，激励员工士气，调动销售人员积极性和精神激励销售人员积极性和精神激励向全体参与人员讲解活动场地情况及流程；公布员工激励方案现场统计销售人员邀约情况；现场再次强调销售人员所需准备物料；紧急预案的培训Sales TrainingAt the beginning of the activity, we trained sales advisors with their skills according to their

49、 actual situations and promoted to make policies. The first-round training: finished before February 291. Great sales training before the activityPurpose: improve three capacitiesClient invitation capacity: training of invitation methods and language skillsRapid deal capacity: make deals on the site

50、, analyzing skills, and sharing the experience of successService capacity: control the processing and service detailsThe second-round training: finished before March 92. Hold pep meeting to invigorate workers and sales staffExplain the site condition and the processing to all staffannounce motivatio

51、n policy for staff (give them prize and then sign orders)count the number of customers invited by sales staffemphases again the materials in needtraining for emergencies客户筛选与邀约一次筛选二次筛选电话邀约到店交诚意金展厅报名未交诚意金客户媒体网络报名客户邀约流程诚意金规则：1、客户需在活动前缴纳500元诚意金，活动当天到店签到后赠送精美台灯一个。2、如果客户现场成功订车，500元诚意金可现场直接抵为价值3880的原厂太阳膜；

52、3、如果客户现场未成功订车，可在次日到店退回客户500元。操作：销售顾问收取诚意金，财务开具收据给客户，客户到店后出示收据，领取入场券及台灯。Customers Selection and Invitation1st selection2nd selectionPhone invitationPay the earnest money in the storeConsumers signing up in the store but not paying earnest moneyconsumers signing up on mediaProcessing principles：1、Cust

53、omers who pay 500-yuan earnest money in the store can get a lamp.2、Customers who order cars can get an original solar film worthy of 3880 yuan with 500-yuan earnest money.3、Customers who dose not order cars can take back their earnest money on the next day.Details: sales advisors take the earnest mo

54、ney, financial staff give client the receipt, clients show their receipt and receive lamps and entrance tickets.目录执行保障活动概述活动执行传播计划DirectoryProtection PlanOutline of the ActivityDetails of the ActivitySpreading PlanTexting/WeChat RecruitmentTexting contents: make all benefit! Great group buying in Ba

55、ngtian Car Dealership for FAW-Volkswagen on March 11. 500 yuan earnest money for presents of 3880 yuan! More details call: 8715498. Invitation form on WeChat：Spread the topic, time, place, details, presents and registration ways in the Moments.Titles： 1. Only one group buying from you to the Valenti

56、nes Day 2. make all benefit! Great group buying in Bangtian Car Dealership for FAW-Volkswagen on March 11 3. FAW-Volkswagen pays for its crazy with such lower price!短信/微信招募短信群发内容：众情盛惠，礼献全城！3月11日万人团购会就在邦田一汽-大众，预交500抵3880元豪礼！详询：8715498。微信平台邀约形式：将活动主题、时间、地点、环节、礼品、报名方式等通过微信广发朋友圈。微信推送题目： 1，你离白色情人节只差一场团购的

57、距离 2，湖南邦田一汽大众万人团购会，钜惠来袭！ 3，3月11团购价格低成这样？一汽-大众请为自己的“疯狂”买单电话邀约每位客户完成三次邀约第一次邀约第二次邀约第三次邀约活动前7天活动前3天活动前1天告知活动确认参加临近提醒邀约内容准备沟通时注意事项Phone InvitationThree invitations for each clientsThe 1st invitationThe 2nd invitationThe 3rd invitation7 days ahead of the activity3 days ahead of the activity1 days ahead of

58、 the activitytell them the activityConfirm participationRemind themPrepare the invitationNotice:场地布置Site Layout现场人员分工负责区域负责人职责活动现场周小燕、潘丽、李赛红展厅服务接待（端茶倒水）活动现场周姐展厅卫生互动游戏区钟冲引导客户互动，及礼品补货互动游戏区喻娟互动礼品登记客户签到区刘铁梅客户进店签到客户签到区刘奔驰对应发放号码牌客户签到区易五英凭诚意金条换取入场券，并将入场券主券后面填上客户信息及对应的签到号码（提醒客户入场券不可遗失）客户签到区刘铁梅、周小燕、佘敏出门时，凭入场

59、券主券发进店礼品,（主券上面未填写内容，不得兑换礼品）签单区游李娜、夏敏捷、朱会计收取订金（订金金额要求在5000元以上)收取订单合同，订单抽奖券上盖章，并提醒客户将订单抽奖券副券放入循环抽奖箱一元竞拍区王琴一元竞拍结果登记订车砸金蛋区易红丽登记订单风云榜周子扬订车砸金蛋礼品条和抽奖礼品条与合同订在一起，最终合同在周子杨手中签单区签单区钟冲、潘维钟冲、潘维二手车，金融政策业务咨询二手车，金融政策业务咨询Staff DutiesArea Staff in chargedutiesthe eventZhou Xiaoyan, Pan Li, Li SaihongReception service in the hallthe eventSister ZhouHall sanitationGame areaZhong Chon