通信-活动-nokia’08 fashion promotion资料.pptVIP

NOKIA’08 Spring fashion promotion Style Build-up Model 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 Co-Marketing Cooperation Suggestions 时尚月刊：发展VIP高端客户，赠阅时尚月刊，并附送环保购物袋 时尚/商业杂志手机版：高端机购机用户可获赠时尚或商业杂志手机版试用，传递时尚品牌信息及商业资讯，强化品牌时尚的信息传递 夜店渠道推广手段： TP通过接触确定潜在目标受众，口头承诺活动当天购机优惠 赠送Magic Box-NOKIA时尚魔方作为小礼品，感性上touch受众品牌心理 即场演示Magic Box玩法，同时介绍高端机型的时尚亮点，带出生活时尚信息 THANKS * 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 如何诠释Nokia的时尚 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 品牌时尚感的体现 Publicity Event Day Attention Reward Action Involvement Comprehension Traditional 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 investment Consumer needs external stimuli to take action Representing part of the trend, he /she will be eager to show the style and recommend others. Seeding and Invitation Publicity Publicize on media TV, radio, newspaper Internet VIP announcement City Landmark Retail POSM Seeding and Invitation Pre-heat by patrol team traveling in the top trendy sites 1 week prior Product demo showed to target consumer Release event message and dispatch invitation “Nokia 08 Fashion show” Event Day Patrol Team flowing around road show venue and dispatch leaflets Road show Music Box Game Box Visual Box Publicity Seeding and Invitation Event Day Attention Comprehension Involvement Reward Action 活动信息在这一过程中的传递 因此，我们将把时尚达人最爱光顾的“夜店”作