分析mam中国市场ument其他campaigns.pptx

MAM Perfect – Launch Campaign MAM Germany Date: 15.10.2010, Author: Stefanie Siegmund 2 Launch Activities – Overview  Give Away Trade Brochure Teaser Ad Key Visual Consumer Brochure Kind + Jugend Website Integration Counter Display Newsletter Facebook Banner Campaign OLM FAQs 3 Key Visual Feather representing thinness and softness of MAM Perfect Idea: Raise attention without showing product Keep product details secret until launch at Kind + Jugend 4 Teaser Ad (Trade Magazines) 5 Kind + Jugend Invitation 6 Kind + Jugend 2010  MAM Perfect test track Idea: The MAM Perfect speaks for itself Convince yourself about thinness and softness of MAM Perfect 7 Trade Brochure DIN A5, 16 pages Detailed information (incl. Nielsen data) 8 Photo Frame  Sales presentation for top accounts presented on photo frame (extra-slim design) Photo frame as ‚handout‘ 9 Counter Display  10 FAQs Aim: common under-standing and wording 11 Consumer Brochure DIN A6, 8 pages Only basic information Incl. pacifier check (replaces shopping list) 12 Website Integration Teaser Microsite (incl. Spot) 13 Newsletter 5.000 recipients Opening rate: 60 % 14 Facebook  Separate postings for function and design Aim: raise demand pull 15 Banner campaign on top parental websites and forums* Start: December 2010 / January 2011 *examples, media plan not finalised yet Banner Campaign 16 OL Factsheet Format: DIN A4 Detailed information (incl. test results and experts’ statements) Rather medical / informative touch 17 OL Mailing Sampling Start: 2011 Target group: midwives and dentists Including OL factsheet and MAM Perfect samples 18 OL Ad Campaign Start: 2011 Ad campaign in Top OL magazines *examples, media plan not finalised yet MAM Perfect – Launch Campaign ITALY Date: 02.11.2010, Author: Martina Kerbl Activities MAM Perfect Display Crowner with ad and sample, where costumers can feel thinness and softness at POS Integrated video screen that shows spot in store Include matchi