奥美培训奥美agenda006

1、OgilvyInteractive worldwideAgenda Role of Interactive for Disney Stores The web: right place to be How can we make the web work for you? OgilvyInteractive worldwideRole of Web Drive loyal guests to Disney Stores Encourage membership to Disney Club Provide added-value to members on the web-Online str

2、ategy supports offline strategy OgilvyInteractive worldwideDisney Stores Club membershipjp/store Club supportDo.isney.cThe Web: right place to be Can we reach your core target?- female, 20-34 OgilvyInteractive worldwideFemale Netizens in Japan Female age profile in Feb. 199850.00%Feb. 199840.00%30.0

3、0%20.00%10.00%0.00% Year 2000S130%25%20%15%10%5%0%20 to 34 : 82.9% (3,469,365)S1Info Com Research Feb. 98 OgilvyInteractive worldwideUnder 1515 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 49Over 50Under 1515 - 1920 - 2425 - 2930 - 3435 - 3940 - 4445 - 49Over 50Female Netizens in Japan Expected growt

4、h is 3% to 5% per annum4,185,000 people Year 1998 Female31%Male69%11,812,500 peopleFemale45%Male55%Source : CSJ Sep. 1998OgilvyInteractive worldwideYear 2000Internet in Japan100%90%80%70%60%50%40%30%20%10%0%1995199619971998source: CyberSpace Japan September 98 OgilvyInteractive worldwideFemale MaleT

5、he Net Population in Japan14 Million in Oct.1998 to 34 Million by 20004035302520151050Mar 97Oct 982000OgilvyInteractivesource: Nikkei BP Sep. 98worldwideMillions of Userse-commerce: Japan Relatively slow growth-“Japan is predominantly cash market” (although creditcard penetration is about 69%)“Secur

6、ity concerns”- HoweverWill use againNo interest-62% of Females and48% of Males have usedonline shoppingxource: Nikkei Research Up to 80% make theirWill not use againWant to trybuying decision on the web OgilvyInteractive worldwideDrive loyal guests to Disney Stores OgilvyInteractive worldwideDisney

7、Stores Club membershipjp/store Club supportDo.isney.cFemale Netizens in JapanPredominantly office workers, students and housewivesOther10% Officeworker 32%Student 14%Doctor/ Lawyer1%H ousewife 25%Public Service5%Part-time10%Owner3%source: CyberSpace Japan September 98 OgilvyInteractive worldwideFema

8、le Netizens in Japan Predominantly office and homeOtherN/ A2%3%Office39%H ome42%School14%Info Com Research Feb. 98 OgilvyInteractive worldwideFemale Netizens in JapanHokkaido/Tohoku7.4%Kyusyu/Okinawa 5.3%Chubu/KoshinetuTokyo18.6%14.2%Chugoku/Shikoku 6.3%Kanto28.9%KinkiExcl. Tokyo18.0%Info Com Resear

9、ch Feb. 98 47.5% of the Netizens live in Kanto area. 18% in Kinki, 14.2% in Chubu/Ko-shinetsu Companies are concentrated Kanto area OgilvyInteractive worldwideThe web can work for you In the same way as all your one-to-one communications:-Recognize them:personalization-Reward them: points, promos, g

10、ifts, e-couponsGo beyond the usual: Birthday card / Mothers Day Card / movie premiersInvolve them: guest feedback, site feedback, create your own Disney home page, talk to other club membersInform them e-mailings, latest products, upcoming promos, events- OgilvyInteractive worldwideThe web can work

11、for you Phased approach:-no rush to develop a massive web sitecan take one step at a timePhase I:Product informationClub information Whats new Campaign info Company infoPhase II:e-couponsgamese-commerce OgilvyInteractive worldwideSite MapTop Page- Products- Club- Whats New- Campaign- Comp.InfoClub-

12、Logon- Points- Rewards- Whats New- BBS- FAQ- Club InfoCompany Information- Company Info.- Recruiting- Press Release- WW siteProducts- New Products- Product Line upWebzine- Introduce Monthly News with ImagesStore List- Store introductionFAQFAQ for contents of this entire siteFeedback- Free Text Ogilv

13、yInteractive worldwideClub membership mechanicsDisney Stores Club membershipOgilvyInteractiveworldwideu stellaniThank yo Bryan Castellani e 1,000pointsBryan Ca You havjp/storeLog on with CM #Do.isney.cCompetitors are OnlineSANRIO Product Information Online Shop Event Information No Interactive activitySNOOPY Product Information Event Information FAN Club coming soon No Interac