邂逅·新嘉年华 长安福特南区3-5月促销活动-中英文.ppt

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

2、 in Fashion Club 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 pub

3、lic coverage is the 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,活动管理 Event Management,活动思考 Event

4、 Idea,活动概述 Event Overview,主目录 Master Catalog,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 event

5、s, distribute Club consumption ticket 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 Wee

6、kend of Fiesta serial events,3-5月份在长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, fa

7、cilitating Fiesta and full series of models 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

8、,活动目的 Purpose,一级城市- 艳遇嘉年华： First-Tier City-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

9、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 regional 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 di

10、stributors showrooms in Southern Region,活动时间 When,广州-3月底至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 sho

11、wrooms,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 Saving/Exam on Energy Saving/Weekend Party (Games Sustain Promotion Effects,幸运抽奖 Luck 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

12、 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,

13、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 Showroom 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 Ma

14、rch,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, banners and easy-full banner, a uniform 3D exhibit, Smart Pyraminx will be added into the showroom arrangement for March, thus hi

15、ghlighting 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 app

16、ropriately 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,

17、 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 / 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

18、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、卡通类等 It is recommended to play Oscar movies of different styles every week, including art movies, sc

19、ience 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 customers 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 recommend

20、ed 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 Sales/customers invited come to the store successivley,9:00-17:00,17:00-18:30,自助晚餐 / 抽奖 Buffet

21、 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 Saturdays and Sundays in April, 2009,长安福特南区各城市经销商展厅 Distributors showrooms in citie

22、s 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 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, Gre

23、en 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 promising and intention customers and free visitors to the store to

24、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 customers training performance and present a small gift (provided b

25、y 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 recommended to invite as many customers as possible to particip

26、ate 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 collected arrive,9:00-12:00,14:30-14:45,休息 Break,节能驾驶课堂

27、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 Weekend Showroom Events,时间 When,地点 Where,对象 Who,

28、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 games/creative dynamic pe

29、rformance /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,飞镖游戏: 客户手持多个飞镖射向目标，量多

30、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 choose a winner in

31、 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 based on a

32、ctual 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 possible t

33、o 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 customer

34、s 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,11:00-12:0

35、0,14:00-15:30,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：5500份 March: 5500,试驾礼品 Gifts for Trial Drive,抽奖礼品 Gifts for Luck Draw,4月份：5000份 April: 5000,5月份：5000份 May:5000,每月220份，3个月共660份 220 per month, totally 660 for three months,其中每月: 一等奖（1500元）40份 ， 二等奖（1000元）80份， 三等奖（500元）100份 Including every month: Fi