2011奥迪心之旅活动简案-11P.ppt
2011奥迪心之旅 Audi Soul Trip 2011 奥迪市场部Audi Marketing,活动概述奥迪心之旅是奥迪品牌着力打造的一项大型用户体验活动。活动包括工厂参观、试乘试驾、品牌体验、特色文化体验等四个模块。通过邀请重要客户到长春总部体验奥迪领先科技、精湛工艺与精良品质，加深对一汽大众公司汽车文化、造车理念的理解，感受奥迪品牌理念与优良服务。活动目标架起奥迪与客户的情感桥梁，培养品牌忠诚度。深化活动效果，使奥迪心之旅成为完美整合产品功能、特性、差别和发源（公司、谱系）四个元素、最具品牌影响力的客户体验活动。综合运用各种内外部传播媒介，进行全面深入的长期报道，通过活动传播品牌文化，对外提升品牌美誉度忠诚度，对内加强团队荣誉感，使命感。活动规划2011年奥迪心之旅分为夏季“消夏之旅”和冬季“冰雪体验”两个主题活动季“消夏之旅”每区域两个批次，“冰雪体验”每区域一个批次活动每批次30人,2011年奥迪心之旅-活动概述,客户质量,界定清晰的客户筛选原则，充分的准备时间区域负责对经销商提报的客户信息进行初步筛选活动开始前10天，总部对区域提报的信息进行筛选确认活动后所有客户信息汇总到总部CRM，进行后续跟踪、深度挖掘,提升集客促进销售,经销商店头宣传，提高集客量高端车型的促销奖励,内部传播外部传播,内部传播计划提早提报，提前邀请公司层面领导组织接见活动公司电梯间、一楼展示区、员工食堂等公共场所播放活动视频集锦结合公司家属日活动，定期邀请优秀员工家属参与外部传播各区域整合资源媒体宣传“心之旅”官方微博互动，用户微博互动奥迪官网专题报道,2011年奥迪心之旅-改进提升,2011年奥迪心之旅-活动排期,时间计划：7月9月,夏季“消夏之旅”,冬季“冰雪体验”,时间计划：12月2012年1月,2011奥迪心之旅-核心板块,奥迪心之旅,2011年奥迪区域及经销商市场工作指导,Overview Audi soul trip is Audi brand strive to create a large user experience activities.Activities include the factory,try-out driving and riding,brand experience,special cultural experience and so on four modules.By inviting the important customer to changchun headquarters experience leading technology,consummate craft Audi with superior quality,deepening to Faw Volkswagen company car culture,made the car concept Audi understanding,experience with good service concept.Objective Frame a bridge between the customers and Audi,cultivating brand loyalty.Deepening activity effect,make the Audi heart trip to a perfect integration of product function,characteristics and differences and ancestor(company,pedigree)four elements,most brand influence the customer experience activities.Comprehensive use of various internal and external communications media,full in-depth report,the long-term through the activities of foreign spreading brand culture,to promote the brand reputation loyalty,strengthen team pride and a sense of mission.Activity plan 2011 Audi soul trip fall into the summer“summer leisure tour”and“snow experience”winter season two theme activities;“Every area have two summer batches,”snow experience“every area one batch;Every batch 30 people。,2011 Audi Soul Trip-Activities overview,2011 Audi Soul Trip-improvement,Customer quality,Define clear customer selection principleArea is responsible for the customer information distributor submits preliminary screeningCampaign began,10 days before headquarters to regional submits information confirm screeningAfter the activity all customers to headquarters,collect information follow-up tracking,CRM depth excavation,Ascending guestPromote sales,Distribution shops,improve set guest head propaganda quantityHigh-end models of promotion rewards,Internal communicationExternal communication,Internal communication Invite corporate leadership interview activity The company staircase,the first floor exhibits,canteen and public places such as video highlights play activities The day,with families outstanding employees regularly invited the family to participateExternal transmission Regional integration of resources media Heart tour official twitter interaction Audis website special report,2011 Audi Soul Trip Activities plan,Time plan：JulySeptember,Summer：,Snow experience winter,Time Plan：December2012january,2011 Audi Soul Trip-Activities slabs,谢谢！Thank you.,
