邂逅·新嘉年華 長安福特南區(qū)3-5月促銷活動-中英文

1、邂逅新嘉年華EncounterNew Fiesta長安福特南區(qū)3-5月促銷活動March-May Promotion Events for Southern Region,Changan Ford2009年2月25日Feb. 25th, 2009思朗提呈Presented by Seeland活動管理Event management 活動思考Event Idea活動概述Event Overview主目錄Master Catalog活動思考Events Idea 在一級城市廣州的時尚Club進(jìn)行推廣，直面目標(biāo)消費群體Launch promotion events in Fashion Club

2、in Guangzhou, a first-tier city and directly face the target consumer group. 面向目標(biāo)消費群體的推廣與展廳活動雙線進(jìn)行，目標(biāo)明確Launch promotion and showroom event facing target consumer group separately, with a clear objective.一I 新嘉年華轟動上市，增加公眾曝光率是首要需求The New Fiesta is grandly launched and increasing public coverage is the p

3、riority demand 二II1結(jié)合各展廳周末活動延續(xù)上市聲勢，將促銷效果最大化Extend the momentum of launching by combining weekend events at each showroom to maximize the promotion effect.2以新嘉年華為主的全車系品牌推廣與銷售Promotion and Sales of Full Car Series with New Fiesta as Priority 活動管理Event Management活動思考Event Idea活動概述Event Overview主目錄Maste

4、r Catalog活動概述Event Overview一級城市: 艷遇嘉年華First-Tier City: Splendid Encounter with Fiesta12 選取廣州高端時尚、人氣旺盛的Club合作進(jìn)行活動，向展廳內(nèi)試駕和訂車客戶派發(fā)Club消費券并邀約其參與Club活動，并在Club現(xiàn)場進(jìn)行布置和穿插抽獎活動，全面提升嘉年華人氣指數(shù) Choose high-end, fashionable and popular Clubs in Guangzhou to cooperate in events, distribute Club consumption ticket to

5、customers that have a trial driving and make an order in the showroom and invite them to join in the club events; and arrange and interlude Luck Draw on site at Club to fully promote the popularity index of Fiesta. 展廳活動: 嘉年華精彩周末系列活動showroom Events: Happy Weekend of Fiesta serial events 3-5月份在長安福特南區(qū)展

6、廳內(nèi)進(jìn)行系列周末活動及訂車客戶幸運抽獎，每月一主題，每月一驚喜，促使嘉年華及全車系車型被更多的客戶全面了解，最終促成銷售的提升 From March to May, serial weekend events and lucky draw for customers making orders will be launched in showroom in South Region for Changan Ford, with one theme and one surprise every month, facilitating Fiesta and full series of model

7、s to be fully understood by more customers and finally promoting increase in sales. 切中目標(biāo)消費群體，吸引客戶到店 Focus on target consumer group and attract customers to stores 回饋保有客戶，展現(xiàn)產(chǎn)品信息 Reward promising customers and present product information 提升成交量 Promote Turnover活動目的Purpose 一級城市- 艷遇嘉年華：First-Tier City-Sp

8、lendid Encounter with Fiesta 展廳活動- 嘉年華精彩周末系列活動 showroom Events: Happy Weekend of Fiesta serial events 增加到店率 Increase attendance rate 豐富銷售形式 Enrich sales modes 回饋保有客戶 Reward promising customers 提升成交量 Increase turnover活動簡介Event Overview 長安福特3-5月份區(qū)域促銷活動將按活動目的分出兩類推廣形式，在廣州與南區(qū)全部經(jīng)銷商展廳執(zhí)行。Changan Fords regio

9、nal promotion events from March to May will adopt two modes by events purposes, which will be implemented in all distributors showrooms in Guangzhou and Southern Region.活動形式How活動場地Where 廣州-時尚酒吧Club / 南區(qū)經(jīng)銷商展廳內(nèi)部Guangzhou-Fashion Bar Club / Inside distributors showrooms in Southern Region 活動時間When 廣州-3

10、月底至5月初 / 展廳-3月至5月每個周末Guangzhou-Late March to Early May/showroom: every weekend from March to May線上支持Online Support 全程配合當(dāng)?shù)孛襟w宣傳預(yù)熱、跟蹤拍攝及后續(xù)報道Coordinate local media in warming and tracking shooting of promotion as well as follow-on coverage展廳showrooms 電影展播 / 節(jié)能課堂 / 節(jié)能考卷 / 周末派對（游戲與表演） 等Film Show/Course on

11、 Energy Saving/Exam on Energy Saving/Weekend Party (Games & Performance)廣州Guangzhou酒吧現(xiàn)場主題布置 / 抽獎 / 向試駕訂車客戶贈送酒吧消費券 等On-site theme arrangement at Bar/Luck Draw/Gift Bars tickets to customers having a trial drive and making an order 活動規(guī)劃Planning 廣州與南區(qū)全體經(jīng)銷商展廳雙線同時進(jìn)行活動，經(jīng)銷商配合展廳活動 All distributors showrooms

12、 in both Guangzhou and Southern Region launch events separately at the same time, with distributors coordinating in events of showrooms.活動管理Events Management 活動思考Events Idea活動概述Events Overview主目錄Master Catalog嘉年華精彩周末系列活動Fiestas Happy Weekend Serial Events艷遇嘉年華Splendid Encounter with Fiesta活動管理Events

13、 Management艷遇嘉年華Splendid Encounter with Fiesta活動簡介時間When地點Where對象Who形式How2009年3月底-5月初 周末Weekends from late March to early May, 2009廣州時尚人氣酒吧 / ClubGuangzhou Fashion Popular Bar Club展廳試駕與訂車客戶 / 酒吧客戶Customers having a trial drive and making orders/bar customers酒吧內(nèi)嘉年華主題布置和廣告片段音樂播放 / 經(jīng)銷商向客戶派發(fā)消費券邀約 / 幸運抽獎

14、Fiesta theme arrangement and advertisement clip music playing in bars/distributors distributing consumption ticket and invitation/Luck Draw線上Online地方媒體配合前期預(yù)熱及后續(xù)報道Coordination of local media in pre-phase warming and follow-on coverage主題布置Theme Arrangement現(xiàn)場播放嘉年華廣告片與主題音樂，撩動客戶感官Play advertisement film

15、and theme music of Fiesta to make customers high“幸運嘉年華”抽獎令客戶深刻記憶長安福特，感受誠意Lucky Fiesta lotto drawing enables customers to have a deep impression on Changan Ford and feel his sincerity.配合經(jīng)銷商向試駕和訂車客戶派發(fā)消費券，刺激銷售Coordinate distributors to distribute consumption tickets to customers having a trial drive an

16、d making orders, so as to stimulate sales.以嘉年華廣告風(fēng)格進(jìn)行酒吧主題布置，渲染品牌氛圍Carry out Bar Theme Arrangement with advertisement style of Fiesta to highlight the brand atmosphere動感炫音Dynamic Music邂逅幸運Encountering Lucky促進(jìn)成交Make a Deal 活動亮點Highlights艷遇嘉年華Splendid Encounter with Fiesta展廳邀約Invitation from showrooms 每

17、位憑券消費的客戶除可參與抽獎以外，更可獲得艷遇紀(jì)念禮品一份 Besides participating in Luck Draw, each customer consuming with the ticket can be presented a commemoration gift. 客戶憑消費券可到酒吧活動現(xiàn)場充抵消費額，盡情享受艷遇之夜 Customers can deduct the consumption amount with the consumption tickets on the site of bar events, to fully enjoy the splendi

18、d night. 經(jīng)銷商向展廳內(nèi)試駕和訂車的客戶派發(fā)不同額度的酒吧活動當(dāng)晚消費券，吸引客戶參加活動，促成購買 Distributors distribute consumption tickets of different amount for Bar events on the current night to customers having a trial drive and making orders in the showrooms. 艷遇嘉年華Splendid Encounter with Fiesta 主題布置Theme Arrangement 循環(huán)播放嘉年華主題音樂，配合現(xiàn)場時

19、尚夢幻氣氛，充分顯現(xiàn)嘉年華的強大魅力 Play the Fiestas theme music in cycle, together with the fashionable and fantastic atmosphere, to fully demonstrate the robust charm of Fiesta. 循環(huán)播放嘉年華電視廣告，向目標(biāo)消費群體柔性灌輸產(chǎn)品信息 Play TV advertisement of Fiesta in cycle to softly instill production information into target consumer group.

20、 依照嘉年華系列VI進(jìn)行現(xiàn)場布置設(shè)計，突顯嘉年華時尚和驚艷的產(chǎn)品特色，吸引目標(biāo)客戶眼球 Carry out site arrangement and design based on Fiesta Series VI, highlight the fashionable and breathtaking product features of Fiesta and attract target customers attention.艷遇嘉年華Splendid Encounter with Fiesta幸運嘉年華及問卷調(diào)查Lucky Fiesta and Questionnaire 客戶完成調(diào)查

21、和領(lǐng)獎后，可撕下問卷副聯(lián)獲取嘉年華官網(wǎng)地址和經(jīng)銷商聯(lián)系方式等信息，方便到展廳購車 After questionnaire and awards acceptance, the copy of the questionnaire can be tear out to get information including Fiesta website and contact information with the distributors, for the ease of further purchase of car. 所有得獎客戶在現(xiàn)場領(lǐng)獎，領(lǐng)獎前需填寫5道關(guān)于長安福特的調(diào)查題目并附上聯(lián)系方式

22、，以此收集客戶資料，同時派發(fā)嘉年華宣傳資料 All prizewinners accept the awards on the site. Prior to award acceptance, a 5-question questionnaire about Changan Ford shall be filled , with contact information attached, so as to collect customer information, while dispatching promotion information about Fiesta. 活動當(dāng)晚進(jìn)場消費的客戶

23、均可獲得抽獎券一張和嘉年華宣傳資料一份，參加“幸運嘉年華”抽獎活動 Any customer coming to the bar and consuming at the night of events can be awarded a lotto and a copy of promotion information for Fiesta to participate in Lucky Fiesta luck draw.艷遇嘉年華Splendid Encounter with Fiesta禮品建議Recommended Gifts一等獎: 精品FORD紅酒杯1對 First Prize: a

24、 pair of top-quality FORD Wine Glasses二等獎: 軟塑精印FORD Uno游戲牌1副Second Prize: 1 set of Soft Plastic Fine-Printed FORD Uno Game Cards艷遇紀(jì)念獎: 絲絨FORD 套1個Memorial Prize for Encounter:1 Velvet Ford Phone bag. 三等獎: 精品防風(fēng)FORD金屬打火機1個Third Prize: 1 Top-Quality Wind-Proof FORD Metal Lighter 注：圖片僅為參考，最終禮品以實物為準(zhǔn)Note:

25、the images are only for reference. The actual final gifts are standard. 艷遇嘉年華Splendid Encounter with Fiesta嘉年華精彩周末系列活動Fiestas Happy Weekend Serial Events艷遇嘉年華Splendid Encounter with Fiesta活動管理Events Management經(jīng)銷商展廳活動 Distributors Showroom Events試駕有禮Gift for Trial Drive2009年3月10日至5月31日，歡慶福特家族又添新成員，到經(jīng)

26、銷商展廳參加試駕活動的客戶，有機會獲得一份精美的試駕禮物。 From Mar.10th to May 31st, 2009, a new member is added to the Happy Ford Family. Any customers having a trial drive in any distributors showroom will have a chance to obtain a exquisite gift for trial drive.配合促銷活動，延續(xù)促銷效果Coordinate Promotion Events; Sustain Promotion Eff

27、ects幸運抽獎Luck Draw2009年3月10日至5月31日，訂車的客戶更有機會在5月底通過幸運抽獎的機會贏取精美的禮品；禮品將分成三個檔次向客戶發(fā)放。From March 10th to May 31st, 2009, customers making orders also have a chance to win exquisite gifts by Lucky Draw at the end of May. These gifts will be distributed to customers by three levels.精彩周末Happy Weekend2009年3月至5

28、月，每月皆有不一樣的展廳主題布置和活動，讓客戶每個周末都能從展廳滿載歡樂，體驗長安福特全車系動人魅力From March to May, 2009, there will be a different showroom theme arrangement and events every month, allowing customers every weekend to experience the breathtaking charm of full series of Changan Ford in the showrooms full of happiness. 經(jīng)銷商展廳活動Dist

29、ributors Showroom Events3-5月份展廳布置主題Showroom Arrangement Theme from March -May經(jīng)銷商展廳活動Distributor Showroom Events3月份展廳布置Showroom Arrangement for March 3月份展廳布置將于原有的展廳背景板、吊旗、橫幅和易拉寶等延展物料的基礎(chǔ)上，加入一個統(tǒng)一的立體展示物靈動魔方，從而突出銷售主題和規(guī)整展廳統(tǒng)一氛圍。 Based on the existing extending materials including showroom background board,

30、 lifting flags, banners and easy-full banner, a uniform 3D exhibit, Smart Pyraminx will be added into the showroom arrangement for March, thus highlighting the sales theme and create a uniform atmosphere for the showroom.經(jīng)銷商展廳活動Distributors Showroom Events3月份展廳布置:靈動魔方Showroom Arrangement for March:

31、Smart Pyraminx 源自俄羅斯方塊千變?nèi)f化隨心而動的游戲味道，以紫色和黑色表現(xiàn)出神秘感覺，恰如其分地展現(xiàn)出邂逅嘉年華的驚艷與快樂。 The breathtaking charm and happiness of “Encounter Fiesta” is most appropriately demonstrated with the game taste of ever-changing sourcing from Tetris and the mysterious feeling shown by purple and black.經(jīng)銷商展廳活動Distributors Show

32、room Events3月份 “精彩周末”展廳活動March Happy Weekend Showroom Events時間When地點Where對象Who形式How2009年3月份周六、周日Saturdays and Sundays in March, 2009長安福特南區(qū)各城市經(jīng)銷商展廳Distributors showrooms in cities in Southern of Changan Ford 邀約保有客戶、意向客戶及自由到店客戶Invitation for promising, intention customers and free visitors to store奧斯卡

33、經(jīng)典電影展播 / 展廳內(nèi)自助晚餐 / 訂車抽獎Oscar Classic Movie Show/ Buffet Dinner in showroom/Luck Draw for ordering 主題Theme當(dāng)經(jīng)典遇上經(jīng)典 長安福特奧斯卡電影嘉年華When Classic meets ClassicChangan Ford Oscar Movie Fiesta經(jīng)銷商展廳活動Distributors Showroom Events3月份“精彩周末”展廳活動March Happy Weekend Showroom Events執(zhí)行概要Executive Summary 建議每周播放不同風(fēng)格的奧斯

34、卡電影，如藝術(shù)類、科幻類、卡通類等 It is recommended to play Oscar movies of different styles every week, including art movies, science fiction movies and cartoon movies. 建議于每個活動日晚餐后播放1部影片 It is recommended to play a movie after supper every event day. 建議每個周六和周日提供豐盛的自助晚餐款待到店客戶 It is recommended to provide rich buffe

35、t supper to customers to the store every Saturday and Sunday. 建議最后一個周日邀約盡量多的客戶到場進(jìn)行現(xiàn)場抽獎活動，帶動全場熱鬧氣氛 It is recommended to invite as many customers as possible to participate in the on-site Luck Draw events at the last Sunday to drive the lively atmosphere of the whole site.電影展播活動時間表Timeline of Movie Sh

36、ow銷售 / 邀約客戶陸續(xù)到店Sales/customers invited come to the store successivley 9:00-17:0017:00-18:30自助晚餐 / 抽獎Buffet Supper /Luck Draw電影展播Movie Show18:30-20:00經(jīng)銷商展廳活動Distributors Showroom Events經(jīng)銷商展廳活動Distributors Showroom Events4月份 “精彩周末”展廳活動April Happy Weekend Showroom Events時間When地點Where對象Who形式How2009年4月份周

37、六、周日Saturdays and Sundays in April, 2009長安福特南區(qū)各城市經(jīng)銷商展廳Distributors showrooms in cities in Southern of Changan Ford邀約保有客戶、意向客戶及自由到店客戶Invitation for promising, intention customers and free visitors to store節(jié)能節(jié)油駕駛技巧培訓(xùn) / 節(jié)能考卷 / 訂車抽獎 等Training on energy/fuel saving driving skills/exam on energy saving/lu

38、ck draw for ordering主題Theme環(huán)保福特，綠色地球 長安福特節(jié)能周末課堂Environment-Friendly Ford, Green EarthChangan Ford Weekend Classroom on Energy Saving經(jīng)銷商展廳活動Distributors Showroom Events4月份“精彩周末”展廳活動April Happy Weekend Showroom Events執(zhí)行概要Executive Summary 建議邀約保有客戶、意向客戶和隨機自由到店客戶參加專業(yè)培訓(xùn)，學(xué)習(xí)節(jié)能駕駛技巧 It is recommended to invi

39、te promising and intention customers and free visitors to the store to participate professional trainings and learn skills on fuel-saving skills. 建議培訓(xùn)結(jié)束后向每位客戶發(fā)放“節(jié)能考卷”，反饋客戶的培訓(xùn)效果，并向完成考卷的客戶發(fā)放小禮品（經(jīng)銷商提供） It is recommended to distribute “Exam on Energy Saving” to each customers after training, to reflect

40、the customers training performance and present a small gift (provided by distributors) to customers completing the exam. 建議每個周末邀請專業(yè)節(jié)油駕駛教練對客戶進(jìn)行節(jié)油培訓(xùn) It is recommended to provide customers trainings on fuel saving by inviting qualified trainers for fuel-saving driving 建議最后一個周日邀約盡量多的客戶到場進(jìn)行現(xiàn)場抽獎活動，帶動全場熱鬧氣

41、氛 It is recommended to invite as many customers as possible to participate in the on-site Luck Draw events at the last Sunday to drive the lively atmosphere of the whole site.節(jié)能駕駛課堂時間表Timeline for Energy-Saving Driving Classroom11:00-13:00茶點招待客戶Receipt of Customers by refreshments 銷售 / 邀約客戶到店Sales/c

42、ustomers collected arrive 9:00-12:0014:30-14:45休息Break節(jié)能駕駛課堂Energy-Saving Driving Classroom13:00-14:3015:15-15:30公布答案與成績 / 抽獎Release of answers and performance/Luck Draw 節(jié)能考卷Exam on Energy Saving14:45-15:15經(jīng)銷商展廳活動Distributors Showroom Events經(jīng)銷商展廳活動Distributors Showroom Events5月份 “精彩周末”展廳活動May Happy

43、Weekend Showroom Events時間When地點Where對象Who形式How2009年5月份周六、周日Saturdays and Sundays in May, 2009長安福特南區(qū)各城市經(jīng)銷商展廳Distributors showrooms in cities in Southern of Changan Ford邀約保有客戶、意向客戶及自由到店客戶Invitation for promising, intention customers and free visitors to store趣味攤位游戲 / 創(chuàng)意動感表演 / 訂車抽獎 / 烤肉 等Interesting sh

44、owroom games/creative dynamic performance /Luck Draw for ordering/Barbecue 主題Theme周末合家歡，精彩嘉年華 長安福特歡樂派對Weekend Union, Wonderful FiestaChangan Ford Happy Party 經(jīng)銷商展廳活動Distributors Showroom Events5月份“精彩周末”展廳活動May Happy Weekend Showroom Events執(zhí)行概要Executive Summary 攤位游戲建議 Recommendations for Showroom Gam

45、es 飛鏢游戲: 客戶手持多個飛鏢射向目標(biāo)，量多者勝 Dart: Customers hold several darts and throws them toward a target. The one with the most darts on is the winner. 彩繪游戲: 3位客戶同時蒙眼為嘉年華繪上車身彩繪，現(xiàn)場觀眾即時評選優(yōu)勝者 Color painting: three customers draw a color painting on a Fiesta at the same time by masking the eyes and the onsite audi

46、ences choose a winner in real time. 毽子游戲: 2位客戶組隊，輪流踢毽子，看哪對的毽子持續(xù)不落地的時間最長為勝 Shuttlecock kicking: two customers, as a ground kick the shuttlecock alternatively. The group having the longest time of preventing the shuttlecock from falling wins. 游戲禮品由經(jīng)銷商按實際情況自行提供 Gifts for these games are provided by the

47、 distributors based on actual conditions.經(jīng)銷商展廳活動Distributors Showroom Events5月份“精彩周末”展廳活動May Happy Weekend Showroom Events執(zhí)行概要Executive Summary 表演建議 Recommendations for Performance 街舞Breaking表演 Hip-hop Breaking Performance 建議最后一個周日邀約盡量多的客戶到場進(jìn)行現(xiàn)場抽獎活動，帶動全場熱鬧氣氛 It is recommended to invite as many custo

48、mers as possible to participate in the on-site Luck Draw events at the last Sunday to drive the lively atmosphere of the whole site. 互動魔術(shù)表演 Interactive Magic Show 建議展廳現(xiàn)場設(shè)置烤肉攤位和自助餐點，供客戶品嘗美食，盡享歡樂時光，提升客戶好感度，促成購買行為 It is recommended to set up booths for barbecue and buffet dinner on the site of the show

49、room, for customers to taste delicious dishes, enjoy happy time, promote customers favorable sense and facilitate act of purchase.歡樂派對時間表Timeline of Happy Party12:00-13:30烤肉、自助午餐等招待客戶Receipt of customers by barbecue and buffet dinner 邀約客戶到店 / 銷售 / 游戲攤位開放Invited customers arrive/sales/game booths open11:00-12:0014:00-15:30銷售 / 游戲攤位開放Sales/Game booths open舞臺表演 / 抽獎Stage performance