【邂逅·新嘉华】长安福特汽车南区35月促销活动策划方案（中英双文） .ppt

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1、邂逅新嘉年华EncounterNew Fiesta长安福特南区3-5月促销活动March-May Promotion Events for Southern Region,Changan Ford,2009年2月25日Feb.25th,2009思朗提呈Presented by Seeland,活动管理Event management,活动思考Event Idea,活动概述Event Overview,主目录Master Catalog,活动思考Events Idea,在一级城市广州的时尚Club进行推广，直面目标消费群体Launch promotion events in Fashion Cl

2、ub in Guangzhou,a first-tier city and directly face the target consumer group.,面向目标消费群体的推广与展厅活动双线进行，目标明确Launch promotion and showroom event facing target consumer group separately,with a clear objective.,一I,新嘉年华轰动上市，增加公众曝光率是首要需求The New Fiesta is grandly launched and increasing public coverage is the

3、 priority demand,二II,1,结合各展厅周末活动延续上市声势，将促销效果最大化Extend the momentum of launching by combining weekend events at each showroom to maximize the promotion effect.,2,以新嘉年华为主的全车系品牌推广与销售Promotion and Sales of Full Car Series with New Fiesta as Priority,主目录Master Catalog,活动管理Event management,活动思考Event Idea,

4、活动概述Event Overview,活动概述Event Overview,一级城市:艳遇嘉年华First-Tier City:Splendid Encounter with Fiesta,1,2,选取广州高端时尚、人气旺盛的Club合作进行活动，向展厅内试驾和订车客户派发Club消费券并邀约其参与Club活动，并在Club现场进行布置和穿插抽奖活动，全面提升嘉年华人气指数 Choose high-end,fashionable and popular Clubs in Guangzhou to cooperate in events,distribute Club consumption t

5、icket to customers that have a trial driving and make an order in the showroom and invite them to join in the club events;and arrange and interlude Luck Draw on site at Club to fully promote the popularity index of Fiesta.,展厅活动:嘉年华精彩周末系列活动showroom Events:Happy Weekend of Fiesta serial events,3-5月份在长

6、安福特南区展厅内进行系列周末活动及订车客户幸运抽奖，每月一主题，每月一惊喜，促使嘉年华及全车系车型被更多的客户全面了解，最终促成销售的提升 From March to May,serial weekend events and lucky draw for customers making orders will be launched in showroom in South Region for Changan Ford,with one theme and one surprise every month,facilitating Fiesta and full series of mo

7、dels to be fully understood by more customers and finally promoting increase in sales.,切中目标消费群体，吸引客户到店 Focus on target consumer group and attract customers to stores 回馈保有客户，展现产品信息 Reward promising customers and present product information 提升成交量 Promote Turnover,活动目的Purpose,一级城市-艳遇嘉年华：First-Tier City

8、-Splendid Encounter with Fiesta,展厅活动-嘉年华精彩周末系列活动 showroom Events:Happy Weekend of Fiesta serial events,增加到店率 Increase attendance rate 丰富销售形式 Enrich sales modes 回馈保有客户 Reward promising customers 提升成交量 Increase turnover,活动简介Event Overview,长安福特3-5月份区域促销活动将按活动目的分出两类推广形式，在广州与南区全部经销商展厅执行。Changan Fords reg

9、ional promotion events from March to May will adopt two modes by events purposes,which will be implemented in all distributors showrooms in Guangzhou and Southern Region.,活动形式How,活动场地Where,广州-时尚酒吧Club/南区经销商展厅内部Guangzhou-Fashion Bar Club/Inside distributors showrooms in Southern Region,活动时间When,广州-3月

10、底至5月初/展厅-3月至5月每个周末Guangzhou-Late March to Early May/showroom:every weekend from March to May,线上支持Online Support,全程配合当地媒体宣传预热、跟踪拍摄及后续报道Coordinate local media in warming and tracking shooting of promotion as well as follow-on coverage,展厅showrooms,电影展播/节能课堂/节能考卷/周末派对（游戏与表演）等Film Show/Course on Energy S

11、aving/Exam on Energy Saving/Weekend Party(Games&Performance),广州Guangzhou,酒吧现场主题布置/抽奖/向试驾订车客户赠送酒吧消费券 等On-site theme arrangement at Bar/Luck Draw/Gift Bars tickets to customers having a trial drive and making an order,活动规划Planning,广州与南区全体经销商展厅双线同时进行活动，经销商配合展厅活动 All distributors showrooms in both Guang

12、zhou and Southern Region launch events separately at the same time,with distributors coordinating in events of showrooms.,主目录Master Catalog,活动管理Event management,活动思考Event Idea,活动概述Event Overview,嘉年华精彩周末系列活动Fiestas Happy Weekend Serial Events,艳遇嘉年华Splendid Encounter with Fiesta,活动管理Events Management,

13、艳遇嘉年华Splendid Encounter with Fiesta,活动简介,时间When,地点Where,对象Who,形式How,2009年3月底-5月初 周末Weekends from late March to early May,2009,广州时尚人气酒吧/ClubGuangzhou Fashion Popular Bar Club,展厅试驾与订车客户/酒吧客户Customers having a trial drive and making orders/bar customers,酒吧内嘉年华主题布置和广告片段音乐播放/经销商向客户派发消费券邀约/幸运抽奖Fiesta them

14、e arrangement and advertisement clip music playing in bars/distributors distributing consumption ticket and invitation/Luck Draw,线上Online,地方媒体配合前期预热及后续报道Coordination of local media in pre-phase warming and follow-on coverage,主题布置Theme Arrangement,现场播放嘉年华广告片与主题音乐，撩动客户感官Play advertisement film and the

15、me music of Fiesta to make customers high,“幸运嘉年华”抽奖令客户深刻记忆长安福特，感受诚意Lucky Fiesta lotto drawing enables customers to have a deep impression on Changan Ford and feel his sincerity.,配合经销商向试驾和订车客户派发消费券，刺激销售Coordinate distributors to distribute consumption tickets to customers having a trial drive and mak

16、ing orders,so as to stimulate sales.,以嘉年华广告风格进行酒吧主题布置，渲染品牌氛围Carry out Bar Theme Arrangement with advertisement style of Fiesta to highlight the brand atmosphere,动感炫音Dynamic Music,邂逅幸运Encountering Lucky,促进成交Make a Deal,活动亮点Highlights,艳遇嘉年华Splendid Encounter with Fiesta,展厅邀约Invitation from showrooms,每

17、位凭券消费的客户除可参与抽奖以外，更可获得艳遇纪念礼品一份 Besides participating in Luck Draw,each customer consuming with the ticket can be presented a commemoration gift.,客户凭消费券可到酒吧活动现场充抵消费额，尽情享受艳遇之夜 Customers can deduct the consumption amount with the consumption tickets on the site of bar events,to fully enjoy the splendid

18、night.,经销商向展厅内试驾和订车的客户派发不同额度的酒吧活动当晚消费券，吸引客户参加活动，促成购买 Distributors distribute consumption tickets of different amount for Bar events on the current night to customers having a trial drive and making orders in the showrooms.,艳遇嘉年华Splendid Encounter with Fiesta,主题布置Theme Arrangement,循环播放嘉年华主题音乐，配合现场时尚梦

19、幻气氛，充分显现嘉年华的强大魅力 Play the Fiestas theme music in cycle,together with the fashionable and fantastic atmosphere,to fully demonstrate the robust charm of Fiesta.,循环播放嘉年华电视广告，向目标消费群体柔性灌输产品信息 Play TV advertisement of Fiesta in cycle to softly instill production information into target consumer group.,依照嘉

20、年华系列VI进行现场布置设计，突显嘉年华时尚和惊艳的产品特色，吸引目标客户眼球 Carry out site arrangement and design based on Fiesta Series VI,highlight the fashionable and breathtaking product features of Fiesta and attract target customers attention.,艳遇嘉年华Splendid Encounter with Fiesta,幸运嘉年华及问卷调查Lucky Fiesta and Questionnaire,客户完成调查和领奖

21、后，可撕下问卷副联获取嘉年华官网地址和经销商联系方式等信息，方便到展厅购车 After questionnaire and awards acceptance,the copy of the questionnaire can be tear out to get information including Fiesta website and contact information with the distributors,for the ease of further purchase of car.,所有得奖客户在现场领奖，领奖前需填写5道关于长安福特的调查题目并附上联系方式，以此收集

22、客户资料，同时派发嘉年华宣传资料 All prizewinners accept the awards on the site.Prior to award acceptance,a 5-question questionnaire about Changan Ford shall be filled,with contact information attached,so as to collect customer information,while dispatching promotion information about Fiesta.,活动当晚进场消费的客户均可获得抽奖券一张和嘉

23、年华宣传资料一份，参加“幸运嘉年华”抽奖活动 Any customer coming to the bar and consuming at the night of events can be awarded a lotto and a copy of promotion information for Fiesta to participate in Lucky Fiesta luck draw.,艳遇嘉年华Splendid Encounter with Fiesta,礼品建议Recommended Gifts,一等奖:精品FORD红酒杯1对 First Prize:a pair of t

24、op-quality FORD Wine Glasses,二等奖:软塑精印FORD Uno游戏牌1副Second Prize:1 set of Soft Plastic Fine-Printed FORD Uno Game Cards,艳遇纪念奖:丝绒FORD手机套1个Memorial Prize for Encounter:1 Velvet Ford Phone bag.,三等奖:精品防风FORD金属打火机1个Third Prize:1 Top-Quality Wind-Proof FORD Metal Lighter,注：图片仅为参考，最终礼品以实物为准Note:the images ar

25、e only for reference.The actual final gifts are standard.,艳遇嘉年华Splendid Encounter with Fiesta,嘉年华精彩周末系列活动Fiestas Happy Weekend Serial Events,艳遇嘉年华Splendid Encounter with Fiesta,活动管理Events Management,经销商展厅活动 Distributors Showroom Events,试驾有礼Gift for Trial Drive,2009年3月10日至5月31日，欢庆福特家族又添新成员，到经销商展厅参加试驾

26、活动的客户，有机会获得一份精美的试驾礼物。From Mar.10th to May 31st,2009,a new member is added to the Happy Ford Family.Any customers having a trial drive in any distributors showroom will have a chance to obtain a exquisite gift for trial drive.,配合促销活动，延续促销效果Coordinate Promotion Events;Sustain Promotion Effects,幸运抽奖Luc

27、k Draw,2009年3月10日至5月31日，订车的客户更有机会在5月底通过幸运抽奖的机会赢取精美的礼品；礼品将分成三个档次向客户发放。From March 10th to May 31st,2009,customers making orders also have a chance to win exquisite gifts by Lucky Draw at the end of May.These gifts will be distributed to customers by three levels.,精彩周末Happy Weekend,2009年3月至5月，每月皆有不一样的展

28、厅主题布置和活动，让客户每个周末都能从展厅满载欢乐，体验长安福特全车系动人魅力From March to May,2009,there will be a different showroom theme arrangement and events every month,allowing customers every weekend to experience the breathtaking charm of full series of Changan Ford in the showrooms full of happiness.,经销商展厅活动Distributors Showr

29、oom Events,3-5月份展厅布置主题Showroom Arrangement Theme from March-May,经销商展厅活动Distributor Showroom Events,3月份展厅布置Showroom Arrangement for March,3月份展厅布置将于原有的展厅背景板、吊旗、横幅和易拉宝等延展物料的基础上，加入一个统一的立体展示物灵动魔方，从而突出销售主题和规整展厅统一氛围。Based on the existing extending materials including showroom background board,lifting flags

30、,banners and easy-full banner,a uniform 3D exhibit,Smart Pyraminx will be added into the showroom arrangement for March,thus highlighting the sales theme and create a uniform atmosphere for the showroom.,经销商展厅活动Distributors Showroom Events,3月份展厅布置:灵动魔方Showroom Arrangement for March:Smart Pyraminx,源自

31、俄罗斯方块千变万化随心而动的游戏味道，以紫色和黑色表现出神秘感觉，恰如其分地展现出邂逅嘉年华的惊艳与快乐。The breathtaking charm and happiness of“Encounter Fiesta”is most appropriately demonstrated with the game taste of ever-changing sourcing from Tetris and the mysterious feeling shown by purple and black.,经销商展厅活动Distributors Showroom Events,3月份“精彩周

32、末”展厅活动March Happy Weekend Showroom Events,时间When,地点Where,对象Who,形式How,2009年3月份周六、周日Saturdays and Sundays in March,2009,长安福特南区各城市经销商展厅Distributors showrooms in cities in Southern of Changan Ford,邀约保有客户、意向客户及自由到店客户Invitation for promising,intention customers and free visitors to store,奥斯卡经典电影展播/展厅内自助晚餐

33、/订车抽奖Oscar Classic Movie Show/Buffet Dinner in showroom/Luck Draw for ordering,主题Theme,当经典遇上经典 长安福特奥斯卡电影嘉年华When Classic meets ClassicChangan Ford Oscar Movie Fiesta,经销商展厅活动Distributors Showroom Events,3月份“精彩周末”展厅活动March Happy Weekend Showroom Events,执行概要Executive Summary,建议每周播放不同风格的奥斯卡电影，如艺术类、科幻类、卡通

34、类等 It is recommended to play Oscar movies of different styles every week,including art movies,science fiction movies and cartoon movies.,建议于每个活动日晚餐后播放1部影片 It is recommended to play a movie after supper every event day.,建议每个周六和周日提供丰盛的自助晚餐款待到店客户 It is recommended to provide rich buffet supper to custo

35、mers to the store every Saturday and Sunday.,建议最后一个周日邀约尽量多的客户到场进行现场抽奖活动，带动全场热闹气氛 It is recommended to invite as many customers as possible to participate in the on-site Luck Draw events at the last Sunday to drive the lively atmosphere of the whole site.,电影展播活动时间表Timeline of Movie Show,销售/邀约客户陆续到店Sa

36、les/customers invited come to the store successivley,9:00-17:00,17:00-18:30,自助晚餐/抽奖Buffet Supper/Luck Draw,电影展播Movie Show,18:30-20:00,经销商展厅活动Distributors Showroom Events,经销商展厅活动Distributors Showroom Events,4月份“精彩周末”展厅活动April Happy Weekend Showroom Events,时间When,地点Where,对象Who,形式How,2009年4月份周六、周日Satur

37、days and Sundays in April,2009,长安福特南区各城市经销商展厅Distributors showrooms in cities in Southern of Changan Ford,邀约保有客户、意向客户及自由到店客户Invitation for promising,intention customers and free visitors to store,节能节油驾驶技巧培训/节能考卷/订车抽奖 等Training on energy/fuel saving driving skills/exam on energy saving/luck draw for

38、ordering,主题Theme,环保福特，绿色地球 长安福特节能周末课堂Environment-Friendly Ford,Green EarthChangan Ford Weekend Classroom on Energy Saving,经销商展厅活动Distributors Showroom Events,4月份“精彩周末”展厅活动April Happy Weekend Showroom Events,执行概要Executive Summary,建议邀约保有客户、意向客户和随机自由到店客户参加专业培训，学习节能驾驶技巧 It is recommended to invite promi

39、sing and intention customers and free visitors to the store to participate professional trainings and learn skills on fuel-saving skills.,建议培训结束后向每位客户发放“节能考卷”，反馈客户的培训效果，并向完成考卷的客户发放小礼品（经销商提供）It is recommended to distribute“Exam on Energy Saving”to each customers after training,to reflect the customer

40、s training performance and present a small gift(provided by distributors)to customers completing the exam.,建议每个周末邀请专业节油驾驶教练对客户进行节油培训 It is recommended to provide customers trainings on fuel saving by inviting qualified trainers for fuel-saving driving,建议最后一个周日邀约尽量多的客户到场进行现场抽奖活动，带动全场热闹气氛 It is recomm

41、ended to invite as many customers as possible to participate in the on-site Luck Draw events at the last Sunday to drive the lively atmosphere of the whole site.,节能驾驶课堂时间表Timeline for Energy-Saving Driving Classroom,11:00-13:00,茶点招待客户Receipt of Customers by refreshments,销售/邀约客户到店Sales/customers coll

42、ected arrive,9:00-12:00,14:30-14:45,休息Break,节能驾驶课堂Energy-Saving Driving Classroom,13:00-14:30,15:15-15:30,公布答案与成绩/抽奖Release of answers and performance/Luck Draw,节能考卷Exam on Energy Saving,14:45-15:15,经销商展厅活动Distributors Showroom Events,经销商展厅活动Distributors Showroom Events,5月份“精彩周末”展厅活动May Happy Weeken

43、d Showroom Events,时间When,地点Where,对象Who,形式How,2009年5月份周六、周日Saturdays and Sundays in May,2009,长安福特南区各城市经销商展厅Distributors showrooms in cities in Southern of Changan Ford,邀约保有客户、意向客户及自由到店客户Invitation for promising,intention customers and free visitors to store,趣味摊位游戏/创意动感表演/订车抽奖/烤肉 等Interesting showroom

44、 games/creative dynamic performance/Luck Draw for ordering/Barbecue,主题Theme,周末合家欢，精彩嘉年华 长安福特欢乐派对Weekend Union,Wonderful FiestaChangan Ford Happy Party,经销商展厅活动Distributors Showroom Events,5月份“精彩周末”展厅活动May Happy Weekend Showroom Events,执行概要Executive Summary,摊位游戏建议 Recommendations for Showroom Games,飞镖

45、游戏:客户手持多个飞镖射向目标，量多者胜 Dart:Customers hold several darts and throws them toward a target.The one with the most darts on is the winner.,彩绘游戏:3位客户同时蒙眼为嘉年华绘上车身彩绘，现场观众即时评选优胜者 Color painting:three customers draw a color painting on a Fiesta at the same time by masking the eyes and the onsite audiences choo

46、se a winner in real time.,毽子游戏:2位客户组队，轮流踢毽子，看哪对的毽子持续不落地的时间最长为胜 Shuttlecock kicking:two customers,as a ground kick the shuttlecock alternatively.The group having the longest time of preventing the shuttlecock from falling wins.,游戏礼品由经销商按实际情况自行提供 Gifts for these games are provided by the distributors

47、based on actual conditions.,经销商展厅活动Distributors Showroom Events,5月份“精彩周末”展厅活动May Happy Weekend Showroom Events,执行概要Executive Summary,表演建议 Recommendations for Performance,街舞Breaking表演 Hip-hop Breaking Performance,建议最后一个周日邀约尽量多的客户到场进行现场抽奖活动，带动全场热闹气氛 It is recommended to invite as many customers as pos

48、sible to participate in the on-site Luck Draw events at the last Sunday to drive the lively atmosphere of the whole site.,互动魔术表演 Interactive Magic Show,建议展厅现场设置烤肉摊位和自助餐点，供客户品尝美食，尽享欢乐时光，提升客户好感度，促成购买行为 It is recommended to set up booths for barbecue and buffet dinner on the site of the showroom,for cu

49、stomers to taste delicious dishes,enjoy happy time,promote customers favorable sense and facilitate act of purchase.,欢乐派对时间表Timeline of Happy Party,12:00-13:30,烤肉、自助午餐等招待客户Receipt of customers by barbecue and buffet dinner,邀约客户到店/销售/游戏摊位开放Invited customers arrive/sales/game booths open,11:00-12:00,1

50、4:00-15:30,销售/游戏摊位开放Sales/Game booths open,舞台表演/抽奖Stage performance/Luck Draw,13:30-14:00,16:00-17:00,销售/游戏摊位开放Sales/Game booths open,舞台表演/抽奖Stage performance/Luck Draw,15:30-16:00,经销商展厅活动Distributors Showroom Events,礼品分配建议Recommendations for Gifts Allocation,经销商展厅活动Distributors Showroom Events,3月份：