蒙迪欧-致胜 12城市巡展.ppt

Ford Mondeo-Zhi Sheng Tier 2 Cities BTL Event Proposal福特蒙迪欧-致胜二线城市线下活动提案 Agenda议程 Event Introduce 活动概述 Event Proposal Detail 详细活动提案 Team Structure / 团队架构 Next Steps / 下一步 Event Introduce 活动概述 Event Objective 活动目标 Event Strategy 活动策略 Event Structure 活动组成 Integrated communication 传播组合 Event Theme Line and Key Visual 活动主题和活动主画面 Campaign Objectives 活动目标 After launch and first batch of sales, to strengthen the awareness of Mondeo-Zhi Sheng 乘胜追击，强化蒙迪欧-致胜品牌关注度 Information delivery of “ Car of the Year, 2007” “2007 中国年度车型”宣传 To educate 4 Key-Why-Buys and other features 加强四大卖点及其它产品特色教育 Give real experience of Ford product to media and potential customers in more cities 让更多的媒体和潜在客户亲身体验福特优质产品 To collect more prospects information 收集更多的潜在客户信息 Increase traffic in dealer’s showroom and promote sales in tier 2 and 3 cities 增加展厅客流量, 促进二三线城市的销售 Deal with competitors new product (like 8 G Accord) 应对竞争对手的新产品上市 Integrated Strategy活动策略 BTL- Roadshow 线下活动-路演 Online and NP Ad, introduction from dealers. 网络报纸及经销商宣传 Invitation and Registration 初步邀请和登记 Pre -warm the event on line 活动前广告预热 Recruitments on line and in dealership 网上及店铺招募宣讲 Increase sales 促进销售 Local media involvement, and cooperate with local radio 当地媒体介入，与当地电台合作 More test driver recruitments on site 现场更多试驾者招募 Registration in dealership 店铺登记 Invitation to part of Test Drivers 部分试驾者发出邀请 Dealer follow up 经销商销售跟进 Media report 媒体后续报道 Add more influence 扩大影响力 Final Invitation 完成最终试驾邀请 Invitation those who were recruited on site 对路演现场招募的试驾者发出邀请 Confirm all invitations 所有邀请确认 BTL- Test Drive 线下活动-试驾 Products experience 产品体验 Contest- My Top Accumulation-strengthen experience 竞技科目-强化体验 Driving pleasure sharing 驾驶乐趣分享 Event Structure活动组成 Intelligence, Archives Your Height 机智-成就你的高度 Road show at CBD, let customer know more about the features and why buys of Mondeo-Zhi Sheng. Recruit test drivers on site to strengthen their buying propose. CBD的现场展示, 强化产品的卖点教育。让更多的人了解致胜的特色，同时现场招募试驾者，强化其购买意愿。 Through the Test Drive mak