通信-活动-NOKIA’08 Fashion Promotion-17p.pptxVIP

NOKIA’08 Spring fashion promotion如何诠释Nokia的时尚时尚的核心价值 不断的更新 社会的广泛接受度 对于个性的尊崇 引领和前瞻性Nokia可被塑造的时尚个性 新科技应用，新产品推出广泛的认知度及喜好度 科技以人为本的理念 行业先锋角色的定位品牌时尚感的体现时尚的热点话题 音乐 游戏 享受人生 科技 文化Nokia产品与之匹配的产品卖点 音乐手机 强大的游戏功能 行摄人生，对于精彩点滴的纪录 产品的高科技附加值 品牌本身的内涵Style Build-up ModelPublicitySeeding and InvitationEvent DayRewardAttentionComprehensionInvolvementActionTraditional Media, including TV, radio, and newspaper is still the dominate information channel.Opinion leaders act an important influence on local life style.Information repeated in different channel will create a big clamor.Once exposed to the real case, consumers will get a better understanding by touch and feel.Consumers feel honored when they find out they are also invited to the trend.The benefits foreseen in the trend involvement will be powerful driver to action.Given adequate information, consumer will connect themselves with the style and commit necessary investmentConsumer needs external stimuli to take actionRepresenting part of the trend, he /she will be eager to show the style and recommend others.活动信息在这一过程中的传递PublicitySeeding and InvitationEvent DayAttentionComprehensionInvolvementRewardAction“Nokia 08 Fashion show”PublicityPublicize on media TV, radio, newspaper InternetVIP announcementCity Landmark Retail POSMSeeding and InvitationPre-heat by patrol team traveling in the top trendy sites 1 week prior Product demo showed to target consumerRelease event message and dispatch invitationEvent DayPatrol Team flowing around road show venue and dispatch leaflets Road show Music Box Game Box Visual Box因此，我们将把时尚达人最爱光顾的“夜店”作为重点推广及活动渠道。渠道范例：英美烟草将“夜店”作为其重点推广渠道，取得相当大的成效。在他们定义里，Coffee、hotel、restaurant、club均为“夜店”推广渠道。除此之外，许多时尚品牌在“夜店”都有成功推广案例！推广渠道根据NOKIA的购买群体特征：我们将活动推广和预热渠道锁定在该城市最TOP的KTV、酒吧一线城市：8~10个夜店二线城市：4个夜店推广渠道补充根据目标受众的集中分布，建议其他渠道备选： 地标时尚潮流购物区 设计创意艺术空间 摄影协会或展览中心 健身中心/瑜珈馆推广形式NOKIA Magic Box 时尚魔方陈列，引起关注，体现品牌时尚生活多元信息邀请合作场所联合促销，除活动单张宣传派发，增加其他亮点： 礼品派赠 (mini Magic Box) 优惠承诺 活动当天VIP服务承诺材质：框架结构+即时贴费用低，运输便利Co-Marketing Cooperation Suggesti