終結(jié)者比稿方案wrap final

1、“Point Break” Marketing Wrap-up ReportBy Marketing departmentFeb.26thOutcome OverviewTotalMarketingPaipian Screen coverageFirst day: 14.41%Summit point: 20.07%Average: 8.34%Box-OfficeCoverage248.4M CNYRank 18thin international movies Rank 51stin all movies5.00%1.2.7,098K viewership 27.2M peop

2、le know PB before release through SNS; 82.8M know PB 10days after releaseAverage rating: 7.4/1020.00%20.07%15.00%14.41%10.00%3.16%3.5.00%0.00%17 19 2123 25 27 29How much did we spend in total ?IMG-Instore 2%IMG-OOH 6%IMG-Apps 1%IMG-SNS8%IMG-KOL screening 2%IMG-Tradiation media 1%IMG-Content 1%Distro

3、-Other 33%IMG-site ads3%IMG-e4%IMG-Forum1%IMG-Subsidy 8%IMG-Other 1%Distro-Subsidy 29%Total50,503,418IMG-Apps470,000IMG-Instore840,000IMG-OOH2,904,000IMG-SNS4,346,000IMG-KOL screening928,000IMG-Tradition media455,400IMG-Content800,0001,400,000IMG-site ads2,060,000IMG-eIMG-Forum310,000IMG-Other479,95

4、0IMG-Subsidy4,000,000Distro-Subsidy14,600,000Distro-Other16,910,068What did IMG spend?ITEMCost (CNY)Share in totalNOTE1.Research80,0000.42% Preliminary marketing research2. Marketing Communication10,343,40054.46% Social media and traditional media, OOH, Digital Ads3. Marketing Monitor244,0001.28% In

5、stant monitor4.e2,060,00010.85% Event production, media invitees, talents accommodation5. Merchandise35,9500.19% Phone cases, glass, etc6. Partnership5,310,00027.96% Mainly Subsidy7. Production800,0004.21% Assets production and delivery8. Anti-Piracy120,0000.63% Reduce possible leakTotal18,993,35010

6、0.00%Explanation for estimated Media Value:Due to the lack of Media value claim from agency and the internal evaluation system, here is the internal estimated Media value formula:Reach/Impression × Conversion Rate × Average Ticket Price(35)ROI = (Media Value Cost)/Cost= Media valueIndex A

7、= Conversion Rate × ATP from agency AT :1.Online SNS/App = 0.035Index B = Conversion Rate × ATP from agency CTV :2.Online SNS/App = 0.01; OOH=0.05; Traditional/Print = 0.05;Online=0.0072As an example:Online App adsAgency claimed:641808000 × 0.001 ×50 (exaggerated) = 32,090,000 CN

8、YWhat we evaluation:Index A: 641808000 × 0.035 = 22,463,280 CNYIndex B: 641808000 × 0.01 = 6,418,080 CNYIn the following summary, we used Index B for it covers more channels and keep united standard.Communication ROI overviewITEMAGENCYCOSTMEDIA VALUEfrom AgencyROIclaimed by AgencyMEDIA VAL

9、UEInternal estimationROIby internal estimationMISTAKE PATTERNSRECOMMENDATIONOnline: App AdsCampus470,00033,170,0006957.5%6,418,1921265.6%Exaggerated numbersBring in 3rd party for evaluationOffline: In-store POSMAT540,00030,000,0005455.5%4,200,000677.8%Exaggerated numbersA more deliberate plan for st

10、ore choiceOffline: OOH: bus,etcinternal2,904,33037,600,000N/A8,694,684199.4%Lack of conversion rateNeed to re-evaluate for particular locationOffline: Baidu banner from subsidyBaidu4,000,00040,190,000904.75%11,520,574188.0%Lack of actual numbersBring in 3rd party for evaluationOnline: SNSPure: after

11、328,790N/AN/A1,141,00063.2%Lack of conversion rateKeep in the vendor list but add tracking code for next timeOnline: SNSCTV: before506,447306,500,000505.4%1,413,83939.6Exaggerated numbersNeed a more comprehensive planOffline: TraditionalHesong420,000N/AN/A500,0009.78%Lack of conversion rateRe-evalua

12、ted and then choose top news sitesOnline: NewsSina News5100005,500,000N/A55,5158.9%Lack of conversion rateRaise from sub-topic to top pageOnline: SNSBaier: after1,821,307N/AN/A3,701,6005.7%Effective but expensiveCould be used for urgent situationOnline: Review sitesMtime350,000N/AN/A275,740-21.2%Lac

13、k of actual numbersAdjust the communication tonality and use better KOLOnline: KOL ScreeningKOL screening92,788N/AN/A48,758-47.5%Lack of actual numbersCombine with other channelsOnline: SNSHuanian: before868,00037,600,000-12%1,910,000-56.7%Lack of actual numbersUse other more efficient vendorsOnline

14、: SNSGanzhou: before600,000458,000-23.7%1,145,509-69.5%Lack of actual numbersUse other more efficient vendorsOnline:sitesIQIYI1,400,00044,000,000N/A440,554-68.5%Exaggerated numbersUse others like Tencent or YoukuOffline: In-store POSMKargo300,0002,000,000566.7%70,000-76.7%Exaggerated numbersRaise im

15、pression and conversionOnline: ForumTianya220,0004,870,000N/A48,758-77.8%Lack of actual numbersUse others like Zhihu or other forumOffline: EventBlue Hawaii300,0001,500,000400.0%5,000-98.3%Low effectivenessDo not employOnline: SNSFengsitang:before222,000N/AN/A3,148-99.6%Low effectivenessDo not emplo

16、yOnline: Review sitesDouban150,000N/AN/AN/AN/ALack of actual numbersDo not employOnline: ForumReviews92,789N/AN/AN/AN/ALack of actual numbersDo not employOffline: TraditionalFinancialincentive35,475N/ANoneN/ANoneNot measurableNeed to re-evaluateOther segment ROI overviewMEDIA VALUEfrom agencyMEDIA V

17、ALUEinternal estimationROIFrom agencyROIFrom internalPOTENTIAL ISSUEITEMCOSTRECOMMENDATIONLow impression/ Need to re-evaluate for next timee1,759,735458,900,000160.8%1,700,000-3.4%reachNo number to comparePhone case35,950N/AUnknownN/AUnknownImprove the deal contentOtherNo number to comparenext time

18、with clear estimated result numbers0N/AN/AN/AN/AmerchandizeLicensing partnershipNo numbers to comparenext time with clear estimated result numbers0N/AN/AN/AN/ANo accurate number for its influenceTicketing subsidyChoose better partners, use this one as benchmark4,000,000N/AN/A10,000,000150%ROI breakd

19、own by Channels:App ads, POSM, OOH and SNS are major channelsOnly forR13,e999f,9e98renceCostEstimatedthe online app ads, offline POSM & OOH are the most efficient media choice to reach audienceMediaValue11,999,9989,999,998Online SNS is the top source and platform to drive social buzz and create

20、engagement.7,999,9985,999,998Yet due to the lack of accurate numbers, this is based on theeducational speculation.3,999,998Negative ROIsitive ROI1,999,998-2Offline: In-store POSMOffline: OOH:bus,etcOffline: Traditiona lOnline: Review sitesOnline: KOLScreeningOnline:Online:App AdsOffline:SubsidyOnlin

21、e:SNSOnline:NewsOnline:ForumOffline:PremieresitesCost470,000840,0002,904,3304,000,0004,346,544455475510,000500,00092,7881,400,0003127892,059,735Estimated Media Value6,418,1924,270,0008,694,68411,520,5749,585,096500,00055,515275,74048,758440,5543244981,705,000PoUnexpected SuccessesOnline APP AdsMerch

22、andiseDue to the rise of smart phone apps,Less investment, Higher return. Hasthis is a new way to communication,proved a potential marketand it could be fully trackableWOM in SNS after releaseDrive the social buzz and it could possibly maintain the paipian/screen coverage rate.Subsidy with Partnersh

23、ip Guaranteed certain level of ticket and also secure the online ticketingshare through BATUnexpected Failures The roadshow appears to have almost the least ROI: -98.3% The outdoor traffic is hard to track accuracy and conversion rate.Outdoor events fails The resuata from the 2nd partyDisobedience f

24、rom online forums/siteonline sites are not complete, and some even refused to provide. Lock of 3rd party monitor Lack of mature WOM plan to maintain audiences attention. Lock of official voice from DMG on the SNS to build brand image.The hast for WOM on SNSLearning for next projectChannel: Focus on

25、online1.An online-channel oriented communication plan to increase efficiencyMaterial: Make them trackable2.Add trackable code for each material to evaluate communication effectivenessMarketing: Prepare for after releas e period3.Prepare a WOM plan for the possible PR crisis and unexpected situationM

26、onitor: Bring in 3rd party to tra ck4. Introduce 3rd party data provider/partner to ensure the communication accuracy.1. Research: overview A nationwide survey for regular movie viewers, who pay to watch movie in cinema once a week. it has covered over 3000 people. Cost: 80K CNY Outcome:a.22.9% peop

27、lemovie viewersare regularb.Since they are core target audiences, their movie-watch-behaviors help develop the marketing strategy andthe media allocation.Core Target Audience: Regular movie goers45.3%5000-999953.5%46.5%FemaleMale59.6%Married21.4%In relationship19.0%Single21-285 4.31%6-20Age 21-3023.

28、8% 69.5%Below6.8%Above universityUniversityuniversityResearchFindings1. Over 72.3% TA get information about movie through online channels, and 80% TA bought ticket online2. WOM and Ticket Promotion are the top 2 moves for marketing, with over 88.3% and78.9% recognition.3. Relaxing is the 1st motivat

29、ion for them toleads to actionStrategy Leads1.Marketing movements mainly focused on the new media ch annels, especially SNS.WOM and Ticket subsidy covered major part during the rel ease period.Due to the lack of plot depth,the WOM communication wa s lead to “enjoy the visual ex citement” rather than

30、 the plotitself.2.go to the cinema.3.40.00%32.36%34.58%1st2nd26.67%26.39%30.00%21.67%20.00%14.31%12.361%3.89%10.00%5.69%10.00%0.00%Relax fromthe pressureForinterestalKill timeEnrich theexperienceKeep otherscompany2. Marketing Communication2. Paid1. Exchanged:The media value is directly paid with mon

31、eyThe media value is exchanged through ticket The average settlement is 35 CNY per ticket, so the conceptual cost is measured as:Tickets * 35 = Cost1. TRADITIONAL MEDIA2. SOCIAL MEDIA3. DIGITAL MEDIA4. OOH1. ONLINE2. OFFLINEExchange: ONLINEAgencyMain ChannelCost (CNY)impression From agencyMedia valu

32、e claimed by agency (CNY)Conversion indexMedia value based on evaluation (CNY)CampusOnline App Ads470,000641,808,00033,170,0001%6,418,192ITEMSTRATEGYROIfrom agencyROIby estimationRECOMMENDATIONOnline App Ads (campus event as compliment)Increase Awareness6957.5%1265.6%A third party/media department t

33、o monitor the actual impressionOnline App Ads:Agency: Mofangtiankong(Campus).Total Media Value:Agency claimed: 33.2 M Internal estimated:6.4MCooperation Ms: Use total 8520 tickets forexchanging 83 online resources. Partners would give opening screens, home page banners, headline stories, etc locatio

34、ns on APP.They claimed to have 641,808,000 impression that worthy 33.17M CNY, which is clearly over exaggerated.Agency: 6957.5%Estimated: 1265.6%ROI:Youku home page bannerSina Opening screenSina Weibo push notificationCompliment : campus eventWONDERING.TOP Campus EventIntroduction:Wongdering.Top, as

35、 one of the most popular filmentertainment APP, held an Englishdubbing competition among 6 famous universitiesin. The co-promotion with Wondering APPincludes to display Point Break posters and trailers in classroom and around campus.Play Point Break trailer in classroomCampus of Peking UniversityCom

36、pliment : Suning LEDIntroduction: As Point Break co-promotion partner,SuN (one ofbiggest E-commerces) playsPoint Break trailers on the sample televisions and outdoor LEDscreen of SuNing offline shopping center.The promotion took place in Suzhou and Nantong, two cities.Exchange : OFFLINEAgencyMain Ch

37、annelCost (CNY)impression From agencyMedia value claimed by agency (CNY)Conversion indexMedia value based on evaluation (CNY)AT1. In-store Posm2. Tesla city trip3. Chopstick packaging540,00084,000,00030M5%4,200,000CargoIn-store Posm300,0001,400,0002M5%70,000Blue HawaiiOOH300,000100,0001.5M5%5,000ITE

38、MSTRATEGYROIfrom agencyROIby estimationRECOMMENDATIONAT: In-store POSMIncrease Awareness5455.5%677.8%A clear plan for the attached eventCargo: In-store POSMIncrease Awareness566.7%-76.7%Raise conversionBlue Hawaii: SLT RoadshowIncrease Awareness400.0%-98.3%NoAT : In-store AdsAgency: AT Communication

39、.Total Media Value:Agency claimed: 30 M Internal estimated:4.2MCooperation Ms:Use 11100 tickets for exchanging over 2100 offline in-store ads, displaying Point Break posters and trailers in stores, combining Point Break main visual with the brand of each partner for table cards and other assets to p

40、romote the film.Agency: 5455.5%Estimated: 677.8%ROI:WatsonC:ompliment : tesla city tripIntroduction：The co-promotion with includes 10 Teslas were decorated with Point Break main visual, anddrove around over 10 famous city buildings in up Point Break audience to cinemas.to pickPoint Break Tesla road

41、trip around city buildings inPoint Break logo on TeslasCompliment:Baidu nomi takeaway +Chopstick packagingPartners:Point Break VS.Introduction: is one of the largest online home deliveryplatforms. The co-promotion with includescreating over 10K unit of chopstick package with Point Break logo. Also,

42、pushes this co-promotion through their Weibo and Wechat official accounts.APP Home Page BannerCustomer shared the picture with the Point Break chopstick package on Weibo.Point Break Limited Edition Chopstick Packagekargo: In-store Ads:Media Value:PB poster put up in more than 2000 stores for one mon

43、th，700 visitors / day/store at average. The traffic theyclaimed is 1,400,000Introduction:Cargo put up PB poster in more than 2000 convenience stores across 14 cities from Nov 27 to Dec 25. DMG provide 6000 movie tickets for ticket-give-away activity inside convenience stores.Total Media Value:Agency

44、 claimed:2MInternal estimated:70,000Agency: 566.7%Estimated:-76.7%ROI:Blue Hawaii SLT Exhibition:Total Media Value:Agency claimed:1.5MIntroduction:Internal estimated:5,000PB & BH cooperation activity is POINT BREAKs firstofflineevent which covers first and second weekendafter film releAgency: 40

45、0.0%Estimated:-98.3%ase. SLT is the most popular place for young people inwhich also covers PBs target audience. Our partner BLUE HA WAII”, an influenced fashion brand, attracted young people wh o loves extreme sports which is correspond to Point Break. Dai ly traffic 80,000; weekly 100,000.ROI:TRAD

46、ITIONAL MEDIA:AgencyMain ChannelCost (CNY)impression From agencyMedia value claimed by agency (CNY)Conversion indexMedia value based on evaluation (CNY)HeSong ChuntianTraditional media420,00010,000,000N/A5%500,000Media relation + Financial incentiveTraditional media35,475N/AN/AN/AN/AITEMSTRATEGYROI

47、by estimationRECOMMENDATIONHesong: NewsIncrease awareness19.05%Choice top news sitesFinancial incentiveKeep media relationshipNoneNeed to re-evaluateTraditional media promotion-Hesong:Total Media Value:Introduction:500,000Introduction: The traditional media campaign has been s tarted from the end th

48、e September and last for 3 months. The agency has been released total 43 media alerts, whic h received focus location 268 times, headline story and f ront-page new 841 times. Total pick up 2500 times.There is no clear breakdown of result, and they claimed the result has reached over 1 billion people

49、, yet the impre ssion is about 10,000,000.ROI:19.05%SOCIAL MEDIA:ITEMSTRATEGYROIfrom agencyROIby estimationZombie RateRECOMMENDATIONPureDrive WOMN/A63.10%53%Keep in the vendor listCTVIncrease awareness505.40%39.60%50%Need a more comprehensive planBaierDrive WOMN/A5.70%48%Could be used for urgent sit

50、uationHuanianIncrease awareness-12%-56.70%60%NoGanzhouIncrease awareness-23.70%-69.50%84%NoFengsitangIncrease awarenessN/A-99.60%70%NOSOCIAL MEDIA:AgencyMain ChannelCost (CNY)impression From agencyMedia value claimed by agency (CNY)Conversion indexZombie rateMedia value based on evaluation (CNY)BaierOnline SNS1,821,307370,160,000N/A1%48%3,701,600HuanianOnline SNS868,000191,000,000376,0001%60%1,910,000CTVOnline SNS50