【广告策划-PPT】国美促销活动提案.ppt

1、国美单品促销 活动提案,目 录 一背景 二品牌 三活动方式 四. 产品卖点和核心促销信息 四主题内容（主题游戏及节目展示） 五. 国美配合要点 六. 现场执行要点 七. 礼品清单 附件小礼品推荐,活动背景,7、8月是家电的销售旺季，必将掀起一轮家电销售的高潮，众多家电新品销售如何在这即将到来的销售高峰中占据主动，在众多品牌的促销信息中脱颖而出？！,在媒体紧缩的情况下如何通过下线活动，公关进行新品推广，达到甚于媒体宣传的效果，进行口碑营销？！,各大厂商如何借助暑期有效推广品牌？！,？,国美品牌,长虹、TCL ,康佳、联想 ,创维、美的 ,彩电、冰箱、空调、数码产品、手机、洗衣机,国美品牌,7、8

2、月是家电厂商销售的黄金时间，不同价位、不同品牌的产品都需要推广,以电视机为例,活动方式,时间、地点 x月x日 国美门店,活动为1地1天3场，每场活动约1小时25分钟，分别为： 10:00- 12:00 13:30- 14:55 15:30- 16:55,（可根据实际情况现场调整）,活动方式,活动方式,新机展示,有奖问答,产品推广,模特秀,主题游戏,歌舞表演,魔术,流程举例,09:30 10:00 热场 10:00 10:05 劲舞（开场） 10:05 10:10 主持人开场白 10:10 10:15 促销信息传播及现场有奖问答 10:15 10:25 主题游戏 10:25 10:30 歌手演唱

3、 10:30 10:45 主题游戏 10:45 10:50 新产品rap说唱表演 10:50 10:55 模特新品展示 10:55 11:15 主题游戏 11:15 11:20 电声小提琴演奏 11:20 11:35 魔术表演 11:35 11:45 促销知识有奖问答 11:45 11:50 风情舞蹈 11:50 11:55 乐队演出 12：00 主持人结束语 （此以一场活动为例）,产品卖点 核心促销信息,产品卖点和核心促销信息 主推产品： 以长虹空调为例 核心促销信息： “长虹焕凉一夏” 购买xx全线产品任意一款，均有好礼相送 购买xx系列送仿真光电鼠标 购买xx系列送时尚漆皮拎包 购买xx

4、系列无线多功能音箱 购买xx系列送凉垫 购买xx系列送潮流先锋背包 购买xx系列送时尚酷背包,“逍遥配” 游戏阐述： 主持人邀请数位观众上台，拿出数部xx产品模型，然后主持人开始逐 条念出其中一款的功能特点和特征台上观众根据自己的判断从展示台拿 自己认为正在被描述的那款产品模型与之匹配，观众必须在主持人念完 之前匹配到一款自己认定的型号在主持人念完之前，观众可以更换一旦 正确的型号被某一位观众拿定，游戏终止主持人向其询问选择的原因， 同时该观众胜出。 意 义： 游戏结合产品和产品功能 加深消费者对xx新产品的功能记忆和亲近感,主题游戏,“左右左” 游戏阐述： 主持人邀请数位消费者上台并给消费者

5、各发一张KT写真板，主持人随意 说出一个xx产品的型号，消费者判断该型号有没有自己手中卡片上的 功能，判断有该功能靠右边站定，判断没有靠左边站（很多判断犹豫不 定的消费者则会左右的跑，场面很滑稽，导致全场氛围很好）。判断错 误的消费者被淘汰，台上剩余消费者重新抽卡片，主持人重新说出一种 机型，重新判断。 意 义： 使现场互动起来，使现场气氛活跃，吸引更多的人气， 游戏设置充分结合产品的特点，加深目标受众印象和理解,主题游戏,模特展示 模特着装风格清新活力，给人以时尚或青春的气息 模特或背或拿促销买赠礼品并手持本次活动的促销机型，以欢快的步伐，三三两两上台展示 音乐轻快、活泼,节目内容,现场顾客

6、要求进行手机维修或状告手机质量问题 解决方法： 好言安抚顾客 送上一份礼品 强调摩托罗拉公司完善的售后服务体系，可建议顾客到质量服务中心用专业设备进行检测，打消顾客的顾虑 将当地的摩托罗拉全质量服务中心的地址及电话告知顾客， 强调那里的回答更专业、更具权威 针对现场提出敏感问题或苛刻要求者 解决方法： 尽量将此类顾客请离现场 送上一份礼品 耐心了解问题原因，予以圆满解释,紧急情况处理,现场顾客较少，无法正常开展活动 解决方法： 在征得店方同意的情况下适当扩大宣传范围 由被动等待变为主动邀请，以便达到更好的宣传效果 在征得店方同意的情况下尽量将易拉宝和相关展示物品放在醒目位置 物品的损坏及消耗

7、解决方法： 对于物品意外的损坏或丢失要有必要的考虑和准备。如展柜的碎裂，抽奖箱的损坏，模型的丢失等。要能及时修补或有备用品 对于相关制作品，要事前作好必要的调试。如果临时出现故障要能及时修理或有备用措施 对于易耗品如礼品、宣传资料等在事前要有充分的估计。现场要随时做好监控和检查。应提前发现不足，立即补充数量每天活动结束后必须将所有物品列出清单，并由监控方人员签字确认,紧急情况处理,天气情况 解决方法： 在征得客户的同意下暂停活动 同客户商定改期举行的时间和地点 城管干涉 解决方法： 立即通知店方和客户人员 适时暂停活动 耐心向城管人员询问原因 送上礼品,紧急情况处理,请求国美支持配合内容 前期

8、准备阶段，国美需要确认物品清单里由厂家提供的物品，包括宣传品、模型、等等 主题礼品由国美提供，主要是在路演的游戏中使用（数量见清单） 人员配合（促销员、产品讲解人员） 执行地场地申请、报批、协调、电源落实 城管协调、公共权利协调解决 夜间场地安全,国美配合要点,前期准备 事先按物品清单上的要求向国美落实所需要的设备及物品 检查所有道具的情况，保证完好性，保证正常使用 提前确定场地/电源，尽量提前布置场地和调试以及人员彩排,现场执行,现场安排 (1）岗位职责 活动现场由执行方全面负责，支持方各工作人员应明确各自职责并确保负责部分的正常运行 (2)物品管理 活动前由执行方清点活动物品数量看是否与计

9、划一致 控制和监督物品的使用情况，避免出现丢失或损坏 (3) 宣传资料管理 活动前由执行方清点资料数量看是否与计划一致 按计划地发放宣传品 (4)人员及游戏设备管理 活动期间由执行方清点、运输、安装、调试，通知管理现场演绎人员,现场执行,礼品使用统计清单,THANKS!,&,In the beginning was the idea Idea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard 努力卖,!,To a deeply grateful client 给一个非常 激赏你的客户,The Frequent Result 常有的结果,The

10、 Client savages 客户杀人鲸,Us and the idea 撕裂我们 和idea,Simplistic 简易 and 但 Risky 高风险 Model,Act 行动,Sell 贩卖,Selling,Selling,If the idea isnt bought, we have all wasted our time如果idea没卖掉, 我们都浪费了时间,IS WEL2 - 7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressi

11、ng? What is our main message in answer to the question? What are we trying to do? Inform? Persuade? Reassure? Inspire? Entertain? What do we want the target audience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structure the communication,Define the target audience,Determine the objectives,What

12、 are we trying to do?,*Give information*Gain agreement *Obtain information*Spur action *Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information or Rearrange Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail *Opinion leader *I

13、mplementorswill need more detail *Experts *Second guesserwill need a harder sell (of decision makers view)and the offer of support.,What is their role?,What frame of mind are they in?他们的心态是什麽?,*Apathetic 冷漠,*Sophisticated 老练的,*Apathetic 冷漠,*Hostile 敌意,*Sophisticated 老练的,*Apathetic 冷漠,*Critically Int

14、erested 非常有兴趣,*Hostile 敌意,*Sophisticated 老练的,*Apathetic 冷漠,What frame of mind?,*Enthusiastic 热心的,*Critically Interested 非常有兴趣,*Hostile 敌意,*Sophisticated 老练的,*Apathetic 冷漠,Apathetics 冷漠型,WHY?为何? Poisoned by previous presentations 被以前的经验毒害了! Saturated on the subject 对这个话题已听得不想再听 Poor physical environm

15、ent 身体状况很差,Psychologically dead to your idea. 心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情. 打动他们的心. 快点进入正题 把过程戏剧化,视觉化 让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何? Seen it before 以前看过 Non-expert to expert 非专家做专家提案 Subordinate to superior 下对上 Peer to peer 平辈间,Know it all already (and more) 这些早就知

16、道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea. 让他们了解你的专业程度. 尽量做到最好 如您知道的 引用权威的话,Hostiles 敌意型,WHY? 为何? 觉得被威胁 对你评价不高或对你的出身有质疑 怀疑你的动机 文化的阻隔,Opposes either you or your idea 反对你或你的idea,What you have to do你得怎麽办?,找出他们对你有敌意的原因 显示你了解他们的处境 建立共通的关注焦点 举例 保持冷静-你一动思他们就会杀了你 不要期望事情太快有变化,Critically interesteds,WH

17、Y?为何? 专业对专业 理性导向 期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning 愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点 Cover all options objectively 中立 Present factually & non emotionally 事实而非情感,Enthusiasts 热情派,WHY? 为何? Already sold and motivated Idea已被接受 Accept you a

18、nd your message 你说的都算,Have faith already 已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心 Go light on pure information and proofs 淡淡的卖,呈现证据 Go heavy on colour and emotion 色彩和情感,Exercise: Paperclip,ONE CORE IDEAOUR MAIN MESSAGE,Many different possible elements data, background, experiences

19、ideas, structures, insights supports, etc.,THE CORE IDEA,Support ideas that can expand or defend the Core Idea in ever greater detail,REPORT / INFORM FORMAT,Subject Background Information index (what Im going to tell you) Information Recap / Summarise (what Ive told you) Meaning / action what I want

20、 you to do or understand as a result,Report / Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore, Hong Kong & Kuala Lumpur,Information Index,Emergence of a much greater degree of tension since last study,Information,IndependenceEngageme

21、nt IndividualismCommunalism OptimismFrustration Self-DeterminationFatalism Global outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion: Problem Format,Problem,Negative Cond

22、itions,Evidence,Summary,Idea and Action,Persuasion: Problem Format,Problem,Negative Conditions,Evidence,Summary,Idea and Action,Brand sales dropping * Losing distribution *Losing margin *Losing ground in eyes of consumer *_ *_ *_ Must do something about it Relaunch -New packaging -New flavours -New

23、advertising,Persuasion: Idea Format,Problem Opportunity Summary,Idea,Positive Results,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU?EXERCISE,Brand has lost its way recently, but we can turn it around quickly Relaunch - new packaging, new flavours, new advertising *Regain distribution *Leapfrog comp

24、etition *Preferred brand with consumers *Increase price and margin *_ *_ *_ Lets do this Next stepsWHO, WHAT, WHEN,Persuasion: Idea Format,Problem Opportunity Summary,Idea,Positive Results,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert (Quotes) Example

25、 Statistics / Facts,Five Kinds of Evidence,Personal experience Talk first person. Relive. Act out. Most interesting and unique evidence. Gives emotional dimension. Analogy Compares dissimilar things using like or as. Allows you to exaggerate a point without offending the intelligence of your audienc

26、e. Judgement of expert (Quotes) Which listeners will recognise as an authority . If they dont know, credentialise the expert before your quote. Example Specific. Where key factors are similar (eg, overseas market). Statistics / Facts What we usually think of as evidence. Visualise statistics if you

27、can.,Slow Build to a Grand Finale,Intro,Background,Slow Build to a Grand Finale,Strategy,Slow Build to a Grand Finale,Rationale,Slow Build to a Grand Finale,Idea,Slow Build to a Grand Finale,Any Questions?,Slow Build to a Grand Finale,Here It Is and We Are Excited,Intro,Idea,Here It Is and We Are Ex

28、cited,How we got there?,Here It Is and We Are Excited,Why its right?,Here It Is and We Are Excited,Any Questions?,Here It Is and We Are Excited,The Tell em Format,Tell em what youre going to tell them Tell em Tell em what youve told them Ensures three exposures to the main message,Planning Cycle For

29、mat,Matching Your Communication Style to Your Clients Preferred Thinking Mode,Version 1.0 5/96,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,Words SeeEnvisionReflectShow ViewWatchBrightPerceive PreviewPictureIllustrateSurvey ClearHighlightPerspectiveLook Focus,Eye Movements,Side Right,Side Left,

30、Down Left,Words SaySpeakAskTell ExpressInquireToneMention HearStaticAccentTalk RingResonateSoundRemark,Auditories,Down Right,Words FeelImpressGrabHit TouchSufferHandleTackle RubPressureGraspKnow AffectIntuit,Kinesthetics,Eye Movements,One on One Match your style to the style of your client. Group Ma

31、ke sure that you cover all styles in the group. If you dont some will feel excluded.,How to Develop Trust,Exercise: Paperclips Revisited,Five Step Model,Act,Adopt,Present,Prepare,Plan,You can never bore someone into buying your idea,Five Step Model,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Li

32、sten,People are More Likely to Listen to Someone who:,They respect and trust. Is enthusiastic. Believes in the idea. Given them an idea they value. Speaks in a language they understand. Makes them feel comfortable. Dresses and behaves in a way that is generally in keeping with their expectations. Pr

33、esents in a lively way. Knows when to stop.,Is clearly organised Shows the idea clearly Explains and interprets it Emphasises key and difficult points Brings the points to life Encourages and responds to questions,Listeners are more Likely to Listen to a Presentation that:,Active Listening,Version 1

34、.1 5/96,Send reinforcements were going to advance,Send three and four pence were going to a dance,Confusion,Loss of detail,Substitution,Filters,Misinterpretation,Add ition,ORIGINAL,LISTENING DISTORTION,RECEIVED,Distortion,Active Listening,Tracking words,Drifting in and out,THE KEY IS TO LISTEN APPRO

35、PRIATELY,Level of Listening,Hearing with half an ear Giving into day dreams and fantasies Exploring tangents Zapping Essentially passive,Drifting in & out,Appearing to pay attention and listen intently Hearing words but not making the effort to understand the speakers intent Really only slightly con

36、centrating Making a bit of an effort The yes dear syndrome,Tracking words,Paying attention Listening non judgementally Trying to read the intention Understanding the feelings Processing what is being said - Noting - Checking back - Physical signals - Eye contact,Active Listening,Agency Attention Lev

37、el,Time,Agency Attention Level,Time,X,Agency Attention Level,Time,X,X,Blue Dress,Agency Attention Level,Time,X,X,X,X,X,X,The Rehearsal Curve,Blue Dress,Paying attention Listening non judgementally Trying to read the intention Understanding the feelings Processing what is being said - Noting - Checki

38、ng back - Physical signals - Eye contact,Active Listening,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Curve,The work youve just sold deserves the highest level of listening. Listen actively and non-judgementally to your clients response. Force yourself to take notes of key points and then return q

39、uickly. Avoid surfing the rehearsal curve.,Listening: Summary,They judge that the presenter really cares about their business The idea seems right because of the support offered Major concerns have been satisfactorily addressed Their input has been incorporated in some way into the idea,People Are M

40、ore Likely to Accept Ideas when:,Five Step Model,Act,Adopt,Present,Prepare,Plan,They are asked to act on it The action required is not too much trouble They have previous positive experience with the originator of the idea It meets their needs better than other options The benefits to them outweigh

41、the risks They will be part of the implementation process,People Are More Likely to Act on an Ideas when:,What we bring,What is expected,Preparing the way,What we bring,What is expected,Find ways to reframe expectations,Find ways to presell the idea,Preparing the way,What we bring,Preparing the way,

42、Anticipate Think through Prepare,Most are highly predictable,What we bring,Preparing the way,Know who they are Know what we want from them Have decided our core idea and supports Have worked out how to prepare the way THEN WE ARE PREPARED TO GO OUT AND FIGHT THE REAL ENEMY,Once we.,Ourselves,The fra

43、me of Buying Impeccable logic Energy & enthusiasm Be Yourself,Act,Adopt,Present,Prepare,Plan,Know when to stop,&,In the beginning was the idea Idea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard 努力卖,!,To a deeply grateful client 给一个非常 激赏你的客户,The Frequent Result 常有的结果,The Client savages 客户杀人鲸,Us

44、and the idea 撕裂我们 和idea,Simplistic 简易 and 但 Risky 高风险 Model,Act 行动,Sell 贩卖,Selling,Selling,If the idea isnt bought, we have all wasted our time如果idea没卖掉, 我们都浪费了时间,IS WEL2 - 7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressing? What is our main mess

45、age in answer to the question? What are we trying to do? Inform? Persuade? Reassure? Inspire? Entertain? What do we want the target audience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structure the communication,Define the target audience,Determine the objectives,What are we trying to do?,*Gi

46、ve information*Gain agreement *Obtain information*Spur action *Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information or Rearrange Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail *Opinion leader *Implementorswill need more

47、 detail *Experts *Second guesserwill need a harder sell (of decision makers view)and the offer of support.,What is their role?,What frame of mind are they in?他们的心态是什麽?,*Apathetic 冷漠,*Sophisticated 老练的,*Apathetic 冷漠,*Hostile 敌意,*Sophisticated 老练的,*Apathetic 冷漠,*Critically Interested 非常有兴趣,*Hostile 敌意

48、,*Sophisticated 老练的,*Apathetic 冷漠,What frame of mind?,*Enthusiastic 热心的,*Critically Interested 非常有兴趣,*Hostile 敌意,*Sophisticated 老练的,*Apathetic 冷漠,Apathetics 冷漠型,WHY?为何? Poisoned by previous presentations 被以前的经验毒害了! Saturated on the subject 对这个话题已听得不想再听 Poor physical environment 身体状况很差,Psychologicall

49、y dead to your idea. 心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情. 打动他们的心. 快点进入正题 把过程戏剧化,视觉化 让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何? Seen it before 以前看过 Non-expert to expert 非专家做专家提案 Subordinate to superior 下对上 Peer to peer 平辈间,Know it all already (and more) 这些早就知道了,What you have to do你得怎

50、麽做,让他们用全新的角度看待你,及你的idea. 让他们了解你的专业程度. 尽量做到最好 如您知道的 引用权威的话,Hostiles 敌意型,WHY? 为何? 觉得被威胁 对你评价不高或对你的出身有质疑 怀疑你的动机 文化的阻隔,Opposes either you or your idea 反对你或你的idea,What you have to do你得怎麽办?,找出他们对你有敌意的原因 显示你了解他们的处境 建立共通的关注焦点 举例 保持冷静-你一动思他们就会杀了你 不要期望事情太快有变化,Critically interesteds,WHY?为何? 专业对专业 理性导向 期望你证明你的说

51、法,Willing to accept ideas based on fact and sound reasoning 愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点 Cover all options objectively 中立 Present factually & non emotionally 事实而非情感,Enthusiasts 热情派,WHY? 为何? Already sold and motivated Idea已被接受 Accept you and your message 你说的都算,Hav

52、e faith already 已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心 Go light on pure information and proofs 淡淡的卖,呈现证据 Go heavy on colour and emotion 色彩和情感,Exercise: Paperclip,ONE CORE IDEAOUR MAIN MESSAGE,Many different possible elements data, background, experiences ideas, structures, insigh

53、ts supports, etc.,THE CORE IDEA,Support ideas that can expand or defend the Core Idea in ever greater detail,REPORT / INFORM FORMAT,Subject Background Information index (what Im going to tell you) Information Recap / Summarise (what Ive told you) Meaning / action what I want you to do or understand

54、as a result,Report / Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore, Hong Kong & Kuala Lumpur,Information Index,Emergence of a much greater degree of tension since last study,Information,IndependenceEngagement IndividualismCommunali

55、sm OptimismFrustration Self-DeterminationFatalism Global outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion: Problem Format,Problem,Negative Conditions,Evidence,Summary,I

56、dea and Action,Persuasion: Problem Format,Problem,Negative Conditions,Evidence,Summary,Idea and Action,Brand sales dropping * Losing distribution *Losing margin *Losing ground in eyes of consumer *_ *_ *_ Must do something about it Relaunch -New packaging -New flavours -New advertising,Persuasion: I

57、dea Format,Problem Opportunity Summary,Idea,Positive Results,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU?EXERCISE,Brand has lost its way recently, but we can turn it around quickly Relaunch - new packaging, new flavours, new advertising *Regain distribution *Leapfrog competition *Preferred brand

58、with consumers *Increase price and margin *_ *_ *_ Lets do this Next stepsWHO, WHAT, WHEN,Persuasion: Idea Format,Problem Opportunity Summary,Idea,Positive Results,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert (Quotes) Example Statistics / Facts,Five Kinds of Evidence,Personal experience Talk first person. Relive. Act out. Most interesting and unique evidence