1、奥迪品荐二手车标准展厅巡展活动CKD-北京站 GIGO 2012/3/26 2 * 活动策略 活动概述 活动具体方案 活动预算 目录 3 * 执行筹备 2012年3月19日至23日，我们针对2012奥迪品荐二手车标准展厅品牌活动的7家展厅(CKD) 进行了电话 Increase customers gathering at shops through outdoor recruitment; Let guests learn about used car business through innovative showroom activities. 56 * Purpose and sign
2、ificance of the exhibition tour Scale：with larger scale, wider participating groups and deeper marketing influence. Branding：improve brand image rapidly and establish good reputation. Demand：allow customers to experience transaction process in person to promote consumption demands to the biggest ext
3、ent Communication：with solid brand foundation, complete show cars line-up, high-quality promotion channels and more display forms. Onsite：high-quality set-up will show the grade and product quality of Audi refined recommendation brand, attracting accurate customers to the site as many as possible Po
4、licies：with lower sales prices, stronger incentives, more diversified gifts (suggest) and more ideal result. 57 * Enhance customers gathering Show sophistication Promote sales n Event publicity and recruitment n Outdoor exhibition in business areas n Business introduction and test drive n Enjoy inte
5、ractive shows n Life style and culture experience Step-by-step refined recommendation demonstrates brand culture development n Replacement promotional polices Strategy 58 * Key visual A-gene chapter 59 * Strategy Overview Concrete Plan Budget Contents 60 * nTheme: Appreciation of Fancy Cars uMix the
6、 reception-flow pieces randomly and ask each group to do the puzzle. uThe group finishing fastest will win. Game introductionAwards There are awards for top 6 groups uAward a car model to each member of top 3 groups. uAward an Audi bag to each member of other three groups. 91 * Concrete plan-showroo
7、m experience activities uActivity content-interactive game 3- appraisal forecast uInvite 6 guests and divide them in to 2 groups. uEach person uses naked eyes to check car paint and mark at defective spots. uThe person who finds most defective spots within the shortest time will win. Game introducti
8、on Awards Award an Audi car model to the champion. 92 * Concrete plan-showroom experience activities uActivity content-showroom visit Appraisal areaRenovation area Delivery area Repair and maintenance shop Reception area Visit content： Introduce reception process and standards Interactive game: Divi
9、de guests into groups to finish the Jigsaw puzzle of process. Visit content： Introduce and demonstrate magic-like renovation Visit content： Repair and maintenance Interactive game: Guests take part in spray gun assembly competition. After that, B planning of escape route; Establishment of rescue tea
10、m; Periodic field maintenance Maintain power supply equipment, prepare stand- by generator Communicate with local meteorological office ;Preparation for in-door activities; prepare umbrellas, arrange staff appropriately Fire Power shutdown Weather condition may affect the outdoor activities Concrete plan-emergency plan 104 * Thansk for your attention!
