促销企划的营销手段课件

1、 Target Segmentation Activation Plan12345 1 () ( / ) ( ) ( / ) DB Idea Pre-Launching Launching OpeningBrand Royalty Site Activation Site Develop / DB 1- 2- 3- (810 )- - -1 . / - / / - -e-CRM Loyalty - - Benefit - , E-mail / SMS BROAD REACH 1. () ( 20 30 ,20 Main Target 20 SubTarget 1 2. Target Segme

2、ntation30 ,SubTarget 220 30 MGM(Member get Member) /Relationship (Request / Buying Key )DB Target Web Site / Target Offer Target 1 2 Demographic , , (Trial) (Repetition) e (Relationship) 3. MGM 1. Interactive, Real Time, Direct 2. 3. visual 41 .* : *Community : 2 Reward Program . : Reward Program 3,

3、 Marketing , Reward Program +AD 4. ON-LINE 1/ -() -() eQueens , , , , . , (target marketing) , .-() SKT UTO UTO 4. ON-LINE 1/ 2 Reward Program . , , Reward Program , . Reward Program , .-() OK Cashback , -() , 4. ON-LINE 2 Reward P3 , / . , , , . , . Win-Win .-() / , , , -() KTF Na / , , 4. ON-LINE

4、3 , Off-LineOn-LineMobilePortalCommunity URLEntertainment1. !2. , !3. , !* * * Network DB 4 4. ON-LINE Off-LinePortalCommunity Big Banner/rich media Banner/ or (Interstitial)/Advertorial- /Pop-up/Pop-under/Media DB Targeting( / / needs/ / / )/ 000 ?1. 2. 4 4. ON-LINE Big Banner/rich media Banner/ ,

5、5. ON-LINE Activation Plan On-Line Bar ?, + , “Bar” . , , On-line Bar . On-line Bar ? Reward Seasonal Issue On-line Bar Site & Identity 5. ON-L 5. ON-LINE Activation PlanEvent Event - Cyber Poll 1. ? ?2.Cyber Poll CF, , ? ? “!” 5. ON-LINE Activati 5. ON-LINE Activation PlanEvent Theme Event “ ” - 1.

6、 / / / Theme Event ( /)/(/)(Bar)(/(/) Process 2 Theme 5. ON-LINE Activati 5. ON-LINE Activation PlanEvent - push “ in ” Process 5. ON-LINE Activati 5. ON-LINE Activation PlanEvent 20 “Dance Festival ” Process - Club Club day : Club Day . . Club 5. ON-LINE Activati 5. ON-LINE Activation PlanEvent 20

7、30 “Whisky & Bar festival” - 20 Bar Process 5. ON-LINE Activati 5. ON-LINE Activation PlanEvent “Lets Go with Whisky ” - Process 5. ON-LINE Activati 5. ON-LINE Activation PlanEvent Entertain Event - / / PPL Win-Win “& ” 5. ON-LINE Activati 5. ON-LINE Activation Plan 1 - : Rich media - : 2 (Search Engine Optimization)- Ex) : /Bar/ 3 - Ex) : 011 , , 3E-Mail + ( DB ) - , flexible targeting : / needs/ / / powerful tracking :,