1、(线下体验、快闪店、嘉年华、派对、路演、竞技赛事)Sales-drive Events(Product Experience, Promotion, Roadshow)销售导向活动(产品体验、促销派发、路演)PR-driven Events(Press Conference, Press Trip)公关传播活动(媒体发布会、媒体探访)Conferences(Industry Conference, Seminar & Workshop, Brand Conference, Summit)会议(行业大会、研讨会、品牌大会、峰会)Exhibitions(Trade Show, Brand Exhi
2、bition)展览(专业展览、品牌展览)DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES8Event Marketing Trends A Combination of online and offline marketing线下营销趋势 线上与线下营销结合For marketers, there is no clear line between ATL and BTL marketing. They are both inseparable parts through the whole campaign. Some marketer
3、s prefer to drive in-store customers to their online stores to trigger purchase, as the cost of customer acquisition is much lower. On the other hand, some marketers encourage those who visit their websites to complete purchases in physical stores.对于市场主来说，线上与线下营销再也不是拆开的两个单独个体，而是整个营销战役中密不可分的一部分。一部分市场
4、主愿意把到店的门客变为在线消费力，且获客成本远低于电商平台。另一部分市场主则希望在线上了解产品的群众，可以莅临门店完成购买。Pros & Cons优劣势分析Media媒介载体Cost成本Consumer Experience消费群体体验感Online线上营销Pros优势TV and internet-based media, with wider reach and is not subject to time and geographical constraints使用电视、网络等媒介作为载体，受众面广且不受时空与地域的限制No direct manpower cost相比较线下活动，人力成
5、本及实际花费低No need to queue up or wait to experience products不需要排队或者等待就可以体验产品Cons劣势Weak direct experience with products消费者很难直观体验产品Low transparency on cost成本透明度低Weak direct experience with products对产品直观体验感弱Offline线下营销Pros优势In-store and on site displays for an intuitive customer experience采用门店或者现场为消费者展示，直
6、观体验感强High transparency on cost需要大量人力、财力和物力，成本高且花费时间较长Multi-sensory experience for consumers有直观的感官体验Cons劣势Limits with geography, time, and venues受地域、时间和场地限制比较大Requires high manpower and financial resource, time consuming and expensive成本透明度高Experience duration and opportunities are not guaranteed 体验时长
7、和机会很难把握9ENHANCING EXPERIENCE MARKETINGEvent Marketing Trends SALES RESULTS ORIENTED MARKETING线下营销趋势 以销售结果为导向的活动营销Traditional event marketing, like road shows, PR events, or novelty launch events, have specific indicators to effectively measure event performance. In the last year, according to R3s Ag
8、ency Scope study, a growing number of marketers have voiced concern around performance and would like to evaluate event results based on actual sales. How to manage and improve sales results is a key focus in event pre-planning and during implementation for most marketers.在传统的线下活动中，例如传统的路演、公关活动、新品发布
9、等，针对不同的的活动类型都有各自的活动指标去衡量和评测活动的有效性。而在近期的胜三Agency Scope调研报告中，越来越多的市场主愿意以销售表现力作为线下活动营销从初期策划到实际执行期的衡量指标。如何实现销售数字的提升，是市场主在策划和执行活动营销时所重点关注的一个指标。Consumer EventsVisitors, sales leads, experience消费者活动访店人数、销售线索、宾客体验等PR EventsMedia exposure, media value, PR value, clippings公关活动媒体曝光度、媒体价值、公关价值、剪报数等Road ShowsAtt
10、endee numbers, participant interaction 路演出席宾客人数、宾客互动等Novelty LaunchMedia attendees, VIPs and guest invitations新品发布出席媒体、VIP宾客、邀请数量、口碑及传播度Consumer EventsVisitors, sales leads, experience消费者活动访店人数、销售线索、宾客体验等PR EventsMedia exposure, media value, PR value, clippings公关活动媒体曝光度、媒体价值、公关价值、剪报数等Road ShowsAtten
11、dee numbers, participant interaction 路演出席宾客人数、宾客互动等Novelty LaunchMedia attendees, VIPs and guest invitations新品发布出席媒体、VIP宾客、邀请数量、口碑及传播度Sales Result销售结果Sales Result销售结果Sales Result销售结果Sales Result销售结果Marketers expectations of sales results will vary depending on the type of event marketing being execu
12、ted.如今对于活动营销的表现，市场主都会倾向于看到有销售数字的直接体现但针对活动类型的不同，市场主对于销售表现力的期待也会有所不同。DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES10Case: 2018 Beijing COCO CRUSH Exhibit2018北京香奈儿COCO CRUSH体验展April 2018. CHANEL held its Coco Crush exhibition at Guardian Art Center which was a five minute drive from its CHANEL
13、Peninsula Beijing Boutique Store. In addition, CHANEL provided a shuttle service to its nearest boutique store for customers who voiced interest in making purchases during the exhibition tour.香奈儿将Coco Crush线下活动放在了王府井1号的嘉德艺术中心，距离其王府半岛精品店只有驱车不到5分钟的路程。同样在体验展览的消费者如果有购买意向，品牌方会将消费者直接送至王府半岛的专门店进行体验和购买。2018 CHANEL COCO CRUSH Exhibition in Beijing
