巡展试车活动经销商执行规范2课件

ThestandardofBoraItinerantexhibition,testdriveactivitiesdistributorcarriesout

October,20021ThestandardofBoraItinerantContents：1.Thesurvey2.Standardsofdistributorshowsinfrontofthepublic3.Thestandardsofdistributortestdrive4.Thepropagateandcooperatefortheactivities5.Follow-upworkofactivities2Contents：1.Thesurvey2Page1：SurveyObjective：1.SetsupfixedconnectionswithpotentialconsumersandmakethemhavevividunderstandingandrecognizingofBora’sfeaturestohaveidentification.2.Throughpromotingthereputationdegreeinconsumer'smindtoreachthefunctionwhichpromotesthesalesvolume.3.StrengthenBora’scompetitivenessintheautomobilemarket,increasingthepopularizinginthearea,todevelopeveryareaandthedistributor'smaximumstrength4.Regulateeachdistributor’swayandcontentsinthesalesprocessandsetuptheimagedistinguishsysteminconsumers’mind.ThreeprocessesofactivitythefirstcityasexampleThestageofpreheatingtheadvertisingofnewspaper,networkandradiostationShowsandtestdriveactivityMiddleandlaterpropagatestageReporters’follow-upstoriesToadvanceamonthTodecidethespecifictimethroughtheactivity

Thesoftdocumentispropagandized,thefollow-upstoriesAfteramonthofactivityend3Page1：SurveyObjective：ThestaPage2：contentsofmajoractivityPublicshow:Choosing1-2local,highgrademarketswithnumerouspeople,putting2-5Boraautomobilesindifferentcolors.Thedistributorexplainsonbehalfofthescene,introducetheproductinformationandactivityarrangement.WorktimetableFistandsecondweekActivityplanThirdandforthweekpreparationofactivityFifthweekactivitycarryoutSixthweekconclusionofactivityThedistributorsprovideplanofactivity,describethedetailsofactivityonpaperthenSendittoareaandmarketingdepartment.2.Begintohandletheworkaftermarketingdepartment’simprovement.3.Sendtherelativeinformationofdataandmaterialquantitytomarketingdepartment1.connecttheplace,identifytheshowplaceortheRouteoftestdriveandthedestination2.Identifytheworker,andrelativepreparework3.IdentifythefinaldesignplanofthesceneandmakeRelativegoods.1.relativematerialreach2.Decoratetheplaceofactivity3.theactivitytakeplace1.Collectthereportsfrommedia2.Advertiseonnewspaper3.sendthedataandconclusionofactivitytomarketingDepartment.Distributor'sexhibitionroomshowsandtestdrive:Throughshowingscene,registeroninternet,distributorexhibitionroomcollecttheconsumerlistwhohopeforthattestdrive,andscreenthelist,invitethepotentialconsumertogotodistributor'sexhibitionroom,takepartintheactivityoftestdrive.4Page2：contentsofmajoractiviPage3：Thestandardofdistributor’spublicshowtheflowchartofdistributortopreparethepublicshowLaydowntheplanChoosethetimeandplacedesignChooseorcooperatewithsupplierPreparationofdataDecoratethesceneCarryouttheshow5Page3：ThestandardofdistribPage4：firststep:laydowntheplan1.Selectthesuitabletimetomaketheactivityintofullplay.Suchas:weekends2.Detailarrangementsofactivity3.Theaspectsthatneedfaw-volkswagen’scooperation.Suchasrelativedesign,materials4.Theworkerslistofactivity5.Thematerialsofactivity6.Thewaytodealwithcrisis.Suchasrainoutside,toomanyortoolessvisitors7.Timetableofactivitycarryout8.BudgetofactivityTheabove-mentionedcontentformsthewrittencharacters,sendtotheareaandmarketdepartmenttoexamineandapprove.Beginthepreparationaftertheschemeisdefined.6Page4：firststep:laydownth6：secondstep：choosetimeandplaceHigh-classbar：begininweekends’dusk,themajorconsumerarewhiteneckbandHigh-classbuilding:MondaytoFriday’sgetoffdutytime,toattractwhiteneckbandwhohaveseveralbuyingabilityLargecompany：MondaytoFriday’sgetoffdutyandlunchtime,canconcurrentshowandtestdriveApartment：holidayandweekend,choosethematureapartmentthathavebuyingabilityMarket：holidayandweekend,cooperateseveraldistributorsshowtheproducts,choosethemarketthatmorepeoplewillcomeandhavebuyingabilityDriveschool:tooseefromdifferentsituation,chooseweekendandschoolthathaveclearconsumer.Decisionbasedon:1、measurementoflocationeachcarneed60cmcalculating,accordingtoshowingconcretequantitychoosetheplace2、streamofpeople：Theconsumptioncolonyofthemarketbelongstomedium-to-highgrandly,thestreamofpeopleiscentralized3、Others:whetherVehicles’coningandleavingareconvenient,havestepshowvehicleturnonuppermarketsbyinfluence4、Tobookplace:Consideringeachfactorofselectingthemarket,definitelyassoonaspossible.Further,tocontactwiththemarkettoconsultanddiscussnextstepdecoration.5、Becausetheplacerespectisscheduledintheplacetoberelativelytenseonweekendandfestivalsorholidays,needtobeadvanced1monthtoconnectwithmarket,somegoodplaceofgeographicalpositionneedtobookin2monthsaheadoftime.Suchas:Shanghaiganghuisquare“experiencesBora,withenjoyment”2002nationalitinerantexhibitionstakeatestdriveactivityexamplePublicshow:Choosethenumerousmarketsofalocalstreamofpeople,isdonethescenetoshowbythelocaldistributor,Promoteandsell.Shanghai；ParisspringBeijing:yanshasquareGuangzhou：tianhechengsquareChengdu:yitengyanghuatang76：secondstep：chooseti8：Thirdstep:DesignThebackgroundboardofthetheme:Succinct,atmosphere,stresstheactivitytheme.Thepictureshoulddependonupwards,theunderparttokeepwhite(considertheresultwatchedintheopenair);activitythemesighouratbackgroundboard,uselargerstyleofcalligraphy.Theexhibitionboardofproductintroduction:tocontinueBora’spassthroughandthisactivity’stheme,usetheunifieddesignelement.Thesizeandscalerequirebeingsmallerthanthebackgroundboardofthetheme,keepthestrikingpositionofthebackgroundboardofthemes.Propagatethesinglepage:tocontinuetheBora’andactivity’sunifieddesignstyleofanddesignelements.Includethecontentandactivityinformationofproductintroductionandintroducecontent.Employee'scard:Includetheunifiedelementoftheactivity,relyBora’sstandardcolor,blueandwhite.remarks：1、DesignconceptcanconsultVIhandbook,ensureLOGOputintocorrectposition.2、sendthedesignpapertomarketdepartment,toensureitconformtoBora’smarketpositionandstyleofproduct.resultpictureofdecorateatthescene:1、Aftertheplaceisdefined,accordingtoplace,thevehiclethatisneedtoshow,propagandaarticleaccordingtocertainproportionsignontheplanefigure.2、Determinebackgroundsizethatproducesactuallythatproduceneededaccordingtothesizesofscene.3、contactwithmarketsidetoidentifyotherworkthatshowactivityneed.Suchasthesupplyofelectricandwater.4、relativeproceduresthatshowactivityneed88：Thirdstep:DesignThe10：Forthstep:chooseorcooperatewithsuppliers1、ManufacturesupplierFunction：Backgroundboard,theexhibitionboard,thedesignandmanufactureofYILABAO.Theleaseofsound,light,deskchair,etc.Decisionbasedon:TodeterminebaseondistributorsactivitybeforeHavedonesimilaractivity,distributedotherfamousbrands’activityThroughnegotiatewithsuppliers,todeterminebyoppositeside’sprofessionalspirit.Intheprocessofactivity,tocontactwith2—3suppliersinthesametime,throughcomparisonstounderstandeachsuppliersability,cancomparetheirprice.IdentifythesupplierAfterseveraltimes’communication,identifythesupplierthatbothprofessionalabilityandpricearesuitable.Listtheworkandaccomplishtimethatsuppliersshouldcooperate,andthenconnectionwiththemclearly.Intheprocessofactivitypreparationshouldchecksupplier’sworkcontinuouslysoastoensurethepreparationworkfluently.Makesupplier'sdetailofworking910：Forthstep:chooseor2、personnelsupplierfunction：provedhost,model,dancetoactivesceneSelectbasedon:host：abilitytospeak,reactalert,dignifiedandingoodappearance.evaluatethelevelandenoughexperiencesofhostthroughon-the-spothostofperformingartclustersofwords.Modelandetiquette：Heighthigh,andappearancesuperiormakings

Throughwalkplatform,stand,positionofsittingtojudgetheirstageshowabilityfindingoutthetrainingandqualityofthemodelwiththeface-to-facecommunicationsThestandardofthemodelshouldcomparativelyhigherthanthestandardoftheetiquette.dance：fierceorgraceful,needtodefinitelyaccordingtothethemeoftheactivity.

Accordingtotheneedsofactivity,throughtheon-the-spotdemonstration,dancingintacitdancingposture,expression,team-worktojudgetheperformancequality.Photograph,makeavideorecording:Function：totakedowntheprocessofactivityRequirement：tellthekeypointtophotographers.letthempayingspecialattentiontothemajortimeandperson.Otherpeople：Registerstaffmember,automobilecosmetologypersonnel.Part-timejobstudent,thelooksisdignified,seriousandcareful.Distributor'srepresentativeofsales&marketingIntroducetheknowledgeofautomobileandproducts’informationRequirement：familiarwithproducts,havesomesalesskillandhavepassiononwork.10：forthstep：chooseorcooperatewithsupplier（page10’1）102、personnelsupplier10：Otherrequirement1、cloth：Personnel'sclothingofdancingneedstoaccordwiththebaseoftheactivityandmediatingthelocalizationofBoraTheclothingofmodeleitherdesigneitherprovidefrommodelcompanyneedtobecheckedinadvancebycompany,confirmthecolorandqualityTheEtiquettes’clothingshouldbethesame.2、trainingInfrontoftheactivity,model,etiquetteandotherstaffmembersshouldbetrainedandrelevantproductsknowledgeandactivityinformation3、otherdetailsShoes,silksocks,hairdoofthemodel,etiquetteneedunifiedregulation,arrangement10：forthstep：chooseandcooperatewithsuppliers（page10’2）11Otherrequirement1、cloth：PagePage11：Fifthstep:Thedata-preparingofthecharacters

1、hosts’bunchofwordsFasteningtheflowofdrawingtogetherthewholeactivity,vividimage2、thedictionofetiquette,staffmemberWhenmeetconsumer,unifiedintroductioncontent.3、RegisterformsatthesceneAccordingtotheactivityrequest,maketheformofregistering,useon-the-spot,collectconsumer'sinformation.12Page11：Fifthstep:Thedata-pr报名表格13报名表格13Page12：sixthstep:publicshowanddecorationinsceneStyle：Succinctatmosphere,random,fullofenjoyment.Content：accordingtotheplace,4-7carsarerelativelygood;Thedistributorintroducestheproducts.Decorate：theimageandthesignoffaw-wolkswagen,usetheunifiedshowtool,backboard,etc..Material：Theproducts,distributor'sinformationmaterial,theimagematerialsoftheproducts,gift,etcClothing：Performer'sclothingsuitable,recreation;thedistributor,thecompanystaffputonunifiestheuniform.Languagerequirement：Relax,forbidusingtheintroductionoftypeofsetpattern;Payattentiontothecourtesy,can'tbuyorsellundercoercion.－－Begantoarrangeexhibitsatnoonbeforethatdayoftheactivity,putallgoodsandmaterialneedingassigninginthesceneatthesceneaccordingtotheplanefiguredesigned.Getintouchwithsecuritypersonneloftheplaceorarrangeforpersonneltokeepwatchatnight,guaranteethattheon-the-spotgoodsandmaterialaresafe.14Page12：sixthstep:publicshow14：seventhstep：carryoutthepublicshow（page13）A、TheBoraisshown:Scenepark4-7vehiclesofBora(proposeusingthecarsofdifferentcolors),supportconsumerstovisitB、TheBora’materialsslice,advertisingfilmarebroadcast:LetconsumerunderstandBora’srelevantoutfit,establishbrandimageofBoraC、Thestaffmemberintroduces,explain:On-the-spotdistributor'sperformance,dispositioncomingindetailedintroduction,explanationthefeaturesofBoratotheconsumer.D、Sellthecar,registertestdriveatthescene:consumercanpaythedepositatthesceneandinviteconsumerstotakepartinthetestdriveactivityE、Distributeleaflets:Distributeleafletstotheconsumer,letitsunderstandingBoradetailed－－staffadvancetwohourtoreachtothescenewhileoutsideengagedstaffadvanceanhour.Topreparethebeginningofactivity.WorksonthepublicshowAttention：Whilearrangingexhibits,thereshouldrelevantpersonnelthatshowupandguideandchecktheresultofassigninginthearea.Alldecorationshouldbefinishedatthefirstdayofactivity。Beforeshowing,vehiclesneedtobuytheinsurance,fullyunexpectedtohappen.Theon-the-spotstaffmemberneedstoputonunifyclothing,inordertosetupthefaw-volkswagen’swholebrandimage.1514：seventhstep：carry14：seventhstep:carryoutthepublicshow（page14）ShowthedividedworkofbasispersonnelpubliclyListofarticlesofpublicshow1614：seventhstep:carryPage15：standardofdistributor’stestdrivetheflowchartthatpreparetestdriveLaydowntheplanLocationselectiondesignChooseorcooperatewithsuppliersPreparationofcharactersChoosepersonneltohaveatestCarryouttestdirveActivitycontent(“experienceBorawithenjoyment”asexample）：a、3-4groupofpeoples,eachabatchof20canbeaspotentialconsumerswork.2workcarsand1middlebusb、Exhibitionroomactivity:Thehostintroducestheactivity,theleadermakesspeech,watchtheshortfilm.c、ceremonyofdispatchingacar:Dispatchacarintheplatformonbyaccompanydriver,consumerwhotestdrivesetoutbycar.Thestaffmemberwavestheflagtodispatchesacar.d、Trydrivingontheway:ThehappytourofBora:EachBorataketwoconsumers,driveinturn.Appreciatethebeautifulsceneryontheway,experiencethedrivingenjoymentbyBorae、Thelittlerestofdestination:Centralizedinthedestination,appreciatethescenery,haveacupoftea.f、Meetingthepersonwhogoesonatour:Returntotheoriginalway,preparethetourofthenextgroupofconsumers'enjoymentg、Pointsforattention:PersonnelneedtoleavethecopyofdrivinglicenseandIDcardtotestdrive,inordertoguaranteethattheactivityissafe.Eachonethattestdriveneedtosignthesafeagreement,thespeedisrestricted.Activityappearunexpectedbycourse,vehicleneedparkscenetoinformtherelevantdepartmentthatsettlesaclaimtoinsurancecompany.17Page15：standardofdistributoPage16：firststep：programproposal1、detailsoftestdrive:assemblyplace,startplace,destination2、decorationplansuchaslaunchstage,exhibitionroomandbackboard3、listofitemsneedfaw-volkswagensupportsuchasrelevantdesign,articles4、eventstafflist5、eventarticleslist6、wayofdealwithcirsissuchastheaccidenteventofcarandthecarblockedbypolicemen.7、eventschedule8、budgetTheabove-mentionedcontentformsthewrittencharacterssendtotheareaandmarketdepartmenttoexamineandapprove.BeginthepreparationaftertheschemeisdefinedSecondstep:locationselectionSecondstep:locationselectionFirststep:programproposal18Page16：firststep：programpro18：Thirdstep:designThebackboardofthetheme:Succinct,atmosphere,stresstheactivitytheme.Thepictureshoulddependonupwards,theunderparttokeepwhite(considertheresultwatchedintheopenair);activitythemesighouratbackgroundboard,uselargerstyleofcalligraphy.Launchstageandbackdecoration:10meter*4meter,high20cmplatform.bothsidestoappearonthestageandleaveofficeslope,toadoptbluesurface,sticktheLOGOonthefaw-volksvagenandBora’scar.BackgroundadoptTRUSSfinishmakingupdoortype,respectivelynearly3meterwideand1metershigh,thetopisnearly1meterhighand3meterlong.gushoutandpaintonsplittingopen,Putanddispatchingacarintheplatformandappearingonthestageonbothsidesoftheslope.Invitationcard:continuetheBora’sunifieddesignstyleoftheactivityanddesignelements.Employee'scard,cardoftestdrive,journalistcard:Includetheunifiedelementoftheactivity,relymainlyonblueandwhite.sceneresultpictureoftestdriveandtestdriveroute1、Aftertheplaceisdefined,accordingtoplace,thevehiclethatisneedtoshow,propagandaarticleaccordingtocertainproportionsignontheplanefigure.2、Inthecertainproportion,paintouttheroutefromstartplacetodestination.Andmarktheturn,forkintheroadout,makecorrespondingsign,puttosignsorpersonnelinthisplaceintheactivityday.3、Determinethesizethatmakesactuallyofdispatchingacarintheplatform,backboardaccordingtothesizeofthescene4、contactwithmarketsidetoidentifyotherworkthatshowactivityneed.Suchasthesupplyofelectricandwater.5、relativeproceduresthatshowactivityneed1918：Thirdstep:designT21：forthstep:choosesupplier（page19）1、productionsupplierfunction：launchstage,backboard,designandproductionofYILABAO,acousticsandlighting.Decisionbasedon:TodeterminebaseondistributorsactivitybeforeHavedonesimilaractivity,distributedotherfamousbrands’activityThroughnegotiatewithsuppliers,todeterminebyoppositeside’sprofessionalspirit.Intheprocessofactivity,tocontactwith2—3suppliersinthesametime,throughcomparisonstounderstandeachsuppliersability,cancomparetheirprice.IdentifythesupplierAfterseveraltimes’communication,identifythesupplierthatbothprofessionalabilityandpricearesuitable.Listtheworkandaccomplishtimethatsuppliersshouldcooperate,andthenconnectionwiththemclearly.Intheprocessofactivitypreparationshouldchecksupplier’sworkcontinuouslysoastoensurethepreparationworkfluently.Makesupplier'sdetailofworking2021：forthstep:choose2、活动人员（根据实际情况决定是否需要以下人员）功能：提供主持人、模特、礼仪、舞蹈等活动现场所需的人员。选择标准主持人：口齿伶俐，反应机敏，外形端庄大方。通过现场演艺主持人串词来评定主持人的水平和经验是否足够。模特、礼仪：身量高挑、气质和容貌属上乘。通过模特（礼仪）的走台、站姿、坐姿来判断其舞台表现能力。通过与模特（礼仪）的面对面的沟通了解模特的修养和素质。模特的标准相对而言要高于礼仪的标准。舞蹈：或激烈、或优雅，需要根据活动的主题来定。根据活动需要，通过现场表演，在舞姿、表情、集体配合的默契等方面判定舞蹈的好与坏。21：第四步：供应商选择（page20）摄影、摄像：功能：记录活动的过程要求：将活动的重点、亮点告诉摄影摄像，让其在拍摄时特别注意重点的时刻和人物。其他人员：登记试车人员资料、汽车美容人员兼职学生即可，品貌端庄，认真仔细。经销商陪驾人员：现场介绍汽车知识、产品信息，在附驾驶上控制试车者的速度，确保驾驶的安全。要求：熟悉产品知识，掌握一定的销售技巧，拥有工作热情。人员培训活动过程中，工作人员的执行能力将直接影响到活动的顺利与质量。主持人培训：主持人是整个活动流程控制的关键，在选择主持人时，注重其经验、表达、应变能力，培训其关于产品的信息和活动的安排，让其熟悉主持人串词。礼仪培训：礼仪的选择强调其仪态、容貌和语言的表达，培训时简单介绍活动信息和活动内容、引导来宾。其他工作人员培训陪驾人员：活动流程安排、试车路途注意事项，安全、路线的培训。签到人员：产品信息、活动信息，签到的流程，注意事项。其他人员：根据各个部分的工作进行不同的培训。*本页配几张“体验宝来乐趣随行”全国巡展试车活动试车现场工作人员的照片212、活动人员（根据实际情况决定是否需要以下人员）Page13、其他供应商宝来车牌：1、使用塑铝板，根据宝来具体的尺寸，刻上标准的宝来LOGO，前面放置中文，后面放置英文。用海绵胶粘在车牌位置上。2、选择的是小型的刻字、喷绘供应商，亦可让背景板制作商统一制作。车身装饰：1、采用即时贴材料，为确保丰富的立体效果，可分层制作。在贴上车身两侧或车头上时，注意保护车身漆，在车门处划开，以便开关门。2、小型刻字供应商，可让背景板制作商统一制作。印刷供应商：在作好完稿、菲林的工作后，印刷的周期大约需要5天，所以需要留足充裕的时间，以免发生错误。服装制作商：1、活动中需要采用统一的服装，预先联系制作，制作周期预留2周。在制作前需确认服装样式、需印制的LOGO样板和活动主题等。21：第四步：供应商选择（page21）其他要求1、服装：舞蹈人员服装需要符合活动的基调和宝来的定位。模特服装或重新设计或让模特公司提供，均需要事先过目，确认颜色和质地。礼仪服装需统一。2、培训活动前，需针对模特和礼仪及其他工作人员进行培训相关的宝来产品知识的活动信息。3、其他细节模特、礼仪的鞋、丝袜、发型等均需要有统一的规定、安排。223、其他供应商宝来车牌：21：第四步：供应商第五步：文字资料准备1、主持人串词揽括整个活动的流程，生动形象。2、礼仪、工作人员说辞面对消费者时，统一的介绍内容。3、新闻稿抓住新闻点，突出活动的主题，能引起记者的兴趣。4、安全协议供试车者填写，确保活动的安全，规定时速和其他交通安全需注意的事项。5、领导人发言稿突出活动主题，符合领导的身份和地位。Page22：第五步：文字资料准备第六步：选择试车人员第六步：选择试车人员动作一，甄别试车者。甄别条件：未来一年内欲购车，购车预算在15-30万左右的，以及本市汽车记者和相关白领杂志记者。有私家车，驾龄两年以上。动作二，邀约。通过EMAIL和电话邀约，注意根据活动安排通知试车者分批抵达，并提前一周邮寄邀请函，注明时间、集中地点以及热线电话。动作三，接试车者。集中地：交通便利的场所作为市区集中点。服务人员：大巴分批接试车者到试车地点。23第五步：文字资料准备1、主持人串词Page22：第五步：文A、接送试车人员：通知试车者、记者在市中心某处集中，统一前往经销商展厅。集中地工作人员负责在事先准备好的试车人员名单上登记实际抵达人员，并及时通知发车地的负责人集中地车辆出发时间。集中场地安排：中巴3辆，背景板1副，接待台1张，签到物资以及茶水等；接待工作人员2名，跟车人员3名。B、试车人员登记：抵达展厅后，请试车人员出示驾照，填写安全协议。工作人员留下驾照副本，发放试车胸卡，安排试车车辆，每辆车安排2名试车人员，可陪同2名家属。礼仪引导试车人员就坐。C、主持人串词：主持人介绍活动安排，请试车人员观看播放资料带。D、领导讲话：当地区域代表讲话介绍活动意义和目的等。试车活动当天工作24：第七步：试车活动执行E、展厅发车：主持人请试车人员来到门口发车台的位置，准备发车。根据车辆的顺序逐一念出事先安排好的试车人员名单。陪驾人员将车开上车台，礼仪引导试车人员进入驾驶位。陪驾人员转移到副驾驶座位。发车人员站在车台的左前侧，手执发车旗，挥旗发车，车辆间隔3分钟左右。1、主题背景板侧放置电视，播放功能片。在展厅的两侧均摆放视场地许可摆放宝来车（建议展现出新上市各款颜色宝来）。2、展厅正对背景板处，设来宾休息区，供消费者休息。3、在展厅的两侧设现场订购区。4、展厅四周摆放宝来一拉宝，X展架等现有的展示设备，烘托现场气氛。5、展厅外用横幅、升空气球、遮阳伞、刀旗等装饰。6、在展厅外合适的地方摆放发车背景板和发车台。G、目的地休息、返程：1、陪驾人员将车辆停好在指定区域内。试车人员在休息区域休息。2、主持人串词，进行抽奖活动。3、陪驾人员和试车者沟通，了解驾驶宝来的感受，解答相关的汽车技术问题。4、条件许可的情况下可安排一些游戏，供试车人员和家属休闲。5、安排茶水、水果和零食供试车人员饮用。6、目的地休息时间约20-30分钟，换另一名试车者驾车返回发车地点。7、车辆出发后，目的地工作人员通知发车地工作人员准备接送。8、抵达展厅，陪驾人员将车辆按顺序停放好，礼仪引导试车人员进入展厅，领取纪念品，填写订购单。专车送试车人员返回。24A、接送试车人员：通知试车者、记者在市中心某处集中，统一前往前期宣传：软文、硬广告宣传报纸广告选择当地发行量最大的两家媒体。配合当时发布的报纸广告，附上活动信息。报版格式、文字内容有统一的格式。报纸软文的宣传。网络配合选择各大门户网站或当地的知名网站宣传。宝来迷你网站上巡展试车活动介绍。网络软文的宣传。电台广告

利用各地捷达的广告时间投放。采用各地方言配音。*本页配上“体验宝来，乐趣随行”全国巡展试车活动报纸广告设计稿图片Page25：活动宣传配合25前期宣传：软文、硬广告宣传报纸广告Page25：活动宣传配执行流程报纸广告：1、提前30天落订，确认投放的报纸名称、时间、版式。2、向市场部了解，宝来计划投放的报纸稿内容，根据报纸的版式调整具体设计，配合活动信息的文字内容。3、原则上禁止不符合宝来传播策略、VI原则的报纸广告。正确使用宝来和一汽-大众的LOGO。4、如若需要DMG国际广告公司在设计内容上配合，请提前1周与市场部确认，并知会DMG国际广告公司客户部负责人。5、设计内容确认后，制作菲林，提前一周教给媒体相关部门。网络广告：1、根据活动主题设计相关的网络广告，联系网络代理公司进行投放。2、如果需要宝来迷你网站作相关的配合，请提前2周与市场部确认，并知会DMG国际广告公司客户部负责人。27：活动宣传配合电台广告1、提前1个月预定投放节目时段、播放时间长度。2、根据投放的时间长短，撰写相应的电台广告文案。切合活动主题。3、将文案提前一周提交给电台，准备配音等。电台文案参考“案例分析”*此页配上“体验宝来，乐趣随行”全国巡展试车活动的新闻通稿、电台广告26执行流程报纸广告：27：活动宣传配合电台广告媒体邀请根据活动主题、活动内容撰写新闻稿请区域提供各报社的记者名单，并根据预算的许可邀请记者出席。活动当天准备记者签到本、记者礼金、礼品、新闻资料等提供给记者。活动过程中注意安排好记者的行程，保证记者在整个过程中的心情愉快，在预算许可的前提下，和记者共进晚餐。可以安排记者采访参加活动的人员，给记者提供第一手的报道资料和生动的采访内容。活动结束后，和记者联系，跟踪稿件发布的情况，收集样稿。保持和记者良好的沟通关系，充分发挥媒体的正面效应。*此页配上“体验宝来，乐趣随行”全国巡展试车活动的媒体邀请名单（只列媒体名称）Page28：活动宣传配合27媒体邀请根据活动主题、活动内容撰写新闻稿Page28：活动五、活动后续工作：一、撰写总结报告总结活动的进展效果，经验和教训，并进行效果评估。以备日后相关的活动执行参考。二、活动资料收集活动相关的文稿，设计整理成册，以备日后使用。活动刊登的广告收集，作为活动记录。三、媒体收集活动结束后一周内，和出席的记者联系发稿事宜。收集记者将所发的稿件样稿并装订成册。四、试车人员跟踪调查继续了解参加试车人员对于试车活动的评价，进一步的购买计划。Page29：活动后续工作28五、活动后续工作：一、撰写总结报告Page29：活动后续工善战者，求之于势，不责于人，故能择人优势。11月-2211月-22Monday,November7,2022百年大计，质量第一。00:15:1000:15:1000:1511/7/202212:15:10AM听天由命事故连连，把握规律安全百年。11月-2200:15:1000:15Nov-2207-Nov-22遵章是安全的先导，违章是事故的预兆。00:15:1000:15:1000:15Monday,November7,2022镜子不擦试不明，事故不分析不清。11月-2211月-2200:15:1000:15:10November7,2022居安思危年年乐，警钟常鸣岁岁欢。2022年11月7日12:15上午11月-2211月-22百分之一的失误，百分之百的损失。07十一月202212:15:10上午00:15:1011月-22生产必须安全，安全促进生产。十一月2212:15上午11月-2200:15November7,2022质量是成功的伙伴，贯标的质量的保障。2022/11/70:15:1000:15:1007November2022品质，企业未来的决战场和永恒的主题。12:15:10上午12:15上午00:15:1011月-22提倡巧干不甘落后苦干，鼓励做好不是做了。11月-2211月-2200:1500:15:1000:15:10Nov-22以执行标准为荣，以违章操作为耻。2022/11/70:15:10Monday,November7,2022团结一条心，石头变成金。11月-222022/11/70:15:1011月-22谢谢大家！善战者，求之于势，不责于人，故能择人优势。11月-2211月ThestandardofBoraItinerantexhibition,testdriveactivitiesdistributorcarriesout

October,200230ThestandardofBoraItinerantContents：1.Thesurvey2.Standardsofdistributorshowsinfrontofthepublic3.Thestandardsofdistributortestdrive4.Thepropagateandcooperatefortheactivities5.Follow-upworkofactivities31Contents：1.Thesurvey2Page1：SurveyObjective：1.SetsupfixedconnectionswithpotentialconsumersandmakethemhavevividunderstandingandrecognizingofBora’sfeaturestohaveidentification.2.Throughpromotingthereputationdegreeinconsumer'smindtoreachthefunctionwhichpromotesthesalesvolume.3.StrengthenBora’scompetitivenessintheautomobilemarket,increasingthepopularizinginthearea,todevelopeveryareaandthedistributor'smaximumstrength4.Regulateeachdistributor’swayandcontentsinthesalesprocessandsetuptheimagedistinguishsysteminconsumers’mind.ThreeprocessesofactivitythefirstcityasexampleThestageofpreheatingtheadvertisingofnewspaper,networkandradiostationShowsandtestdriveactivityMiddleandlaterpropagatestageReporters’follow-upstoriesToadvanceamonthTodecidethespecifictimethroughtheactivity

Thesoftdocumentispropagandized,thefollow-upstoriesAfteramonthofactivityend32Page1：SurveyObjective：ThestaPage2：contentsofmajoractivityPublicshow:Choosing1-2local,highgrademarketswithnumerouspeople,putting2-5Boraautomobilesindifferentcolors.Thedistributorexplainsonbehalfofthescene,introducetheproductinformationandactivityarrangement.WorktimetableFistandsecondweekActivityplanThirdandforthweekpreparationofactivityFifthweekactivitycarryoutSixthweekconclusionofactivityThedistributorsprovideplanofactivity,describethedetailsofactivityonpaperthenSendittoareaandmarketingdepartment.2.Begintohandletheworkaftermarketingdepartment’simprovement.3.Sendtherelativeinformationofdataandmaterialquantitytomarketingdepartment1.connecttheplace,identifytheshowplaceortheRouteoftestdriveandthedestination2.Identifytheworker,andrelativepreparework3.IdentifythefinaldesignplanofthesceneandmakeRelativegoods.1.relativematerialreach2.Decoratetheplaceofactivity3.theactivitytakeplace1.Collectthereportsfrommedia2.Advertiseonnewspaper3.sendthedataandconclusionofactivitytomarketingDepartment.Distributor'sexhibitionroomshowsandtestdrive:Throughshowingscene,registeroninternet,distributorexhibitionroomcollecttheconsumerlistwhohopeforthattestdrive,andscreenthelist,invitethepotentialconsumertogotodistributor'sexhibitionroom,takepartintheactivityoftestdrive.33Page2：contentsofmajoractiviPage3：Thestandardofdistributor’spublicshowtheflowchartofdistributortopreparethepublicshowLaydowntheplanChoosethetimeandplacedesignChooseorcooperatewithsupplierPreparationofdataDecoratethesceneCarryouttheshow34Page3：ThestandardofdistribPage4：firststep:laydowntheplan1.Selectthesuitabletimetomaketheactivityintofullplay.Suchas:weekends2.Detailarrangementsofactivity3.Theaspectsthatneedfaw-volkswagen’scooperation.Suchasrelativedesign,materials4.Theworkerslistofactivity5.Thematerialsofactivity6.Thewaytodealwithcrisis.Suchasrainoutside,toomanyortoolessvisitors7.Timetableofactivitycarryout8.BudgetofactivityTheabove-mentionedcontentformsthewrittencharacters,sendtotheareaandmarketdepartmenttoexamineandapprove.Beginthepreparationa