汽大眾CC上市試乘試駕活動(dòng)整合營(yíng)銷方案.ppt

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一汽 大眾北區(qū)CC上市試乘試駕活動(dòng)整合營(yíng)銷方案FAW VWTheNorthRegionCCListingTestDriveIntegratedMarketingProgram2010 07 2424thJuly2010 項(xiàng)目背景項(xiàng)目目標(biāo)項(xiàng)目策略項(xiàng)目概述項(xiàng)目安排媒體計(jì)劃執(zhí)行細(xì)節(jié) 目錄Contents ProjectbackgroundProjectpurposeProjectstrategyProjectoverviewProjectarrangementMediaplanningExecutivedetails 項(xiàng)目目的Purpose 廣泛傳播CC上市信息 提升CC北區(qū)范圍的知名度定位CC為 優(yōu)雅動(dòng)感的高級(jí)轎車 建立大眾品牌旗艦車型形象傳播CC優(yōu)雅動(dòng)感的魅力設(shè)計(jì) 彰顯CC與眾不同的產(chǎn)品氣質(zhì)提升一汽 大眾大眾品牌整體形象支持銷售 加速完成北區(qū)銷量目標(biāo) SpreadCClistedinformation establishedanationwideCCawarenessLocatedCCas elegantandsportysedan establishedVWbrand sflagshipmodelSpreadCCelegantdynamicdesign highlightCCdistinctiveproductqualitiesEnhancetheFAW VWtheoverallbrandimageSupportthesalesforthewholeyearsalestargets 對(duì)于活動(dòng)重要性的認(rèn)識(shí)Awarenessoftheimportanceforactivities 注 本次試乘試駕活動(dòng)是CC北區(qū)上市的一次重要工作 與媒體與區(qū)域VIP客戶取得良好溝通 讓嘉賓充分感受到CC的優(yōu)越性能和卓越品質(zhì) 在媒體上發(fā)出關(guān)于CC的真實(shí)的 正面的報(bào)道 從而達(dá)到對(duì)于行業(yè) 公眾和消費(fèi)者的有益引導(dǎo) 為CC上市做好傳播延續(xù)工作 Note ThistestdriveeventisCCnorthregionlisting smajorwork withthemediaandregionalVIPcompletegoodcommunication sothatguestscanbefullyawareofthesuperiorityandexcellentqualityofCC inthemedia issuetherealpositivereportsabouttheCC toachievetheusefulguidetotheindustry thepublicandconsumers tomakefullwarm workforCClist 對(duì)于VIP客戶及媒體人員的選擇 務(wù)必精準(zhǔn)有效Forselectingtheguestsandmediapersonnel mustbeaccurateanduseful對(duì)于活動(dòng)地點(diǎn)選擇 務(wù)必新鮮有特色Forselectingactivitiesvenue mustbetohavefreshanddistinctive對(duì)于參加活動(dòng)嘉賓的接待 務(wù)必周到有禮Forthereceptionofguests mustbethoughtfulandcourteous對(duì)于試乘試駕活動(dòng)安排 務(wù)必體現(xiàn)CC優(yōu)越性能Forarrangingthetestdrive mustfullyexpressingCCexcellenceperformance對(duì)于試乘試駕路線安排 務(wù)必體現(xiàn)CC的優(yōu)雅動(dòng)感Arrangementsforthetestdriveroute besuretoreflectCC selegantdynamic對(duì)于試駕之后的報(bào)道跟蹤 務(wù)必緊密有節(jié)奏Fortheaftertestdrivereport mustbecloseandorderly CC試乘試駕的 六個(gè)務(wù)必 CCtestdrive s sixmust 項(xiàng)目策略來(lái)源Strategy 根據(jù)對(duì)CC特質(zhì) 目標(biāo)人群及競(jìng)品的分析 推出本次活動(dòng)的概念 不是簡(jiǎn)單的試乘試駕 而是CC的全方位完美體驗(yàn)AccordingtoCC scharacteristics targetcustomersandtheintroductionofcompetingproductsdifferencetodevelopthisthiseventconcept CC360 all roundperfectexperience 策略來(lái)自于對(duì)競(jìng)爭(zhēng)優(yōu)勢(shì)Strategyfromcompetitiveproducts CC的競(jìng)爭(zhēng)優(yōu)勢(shì)外形設(shè)計(jì)融合了跑車的動(dòng)感與豪華轎車的高雅 剛勁有力而不失華貴氣質(zhì) 顯示出獨(dú)有的氣質(zhì) 內(nèi)飾設(shè)計(jì)低調(diào)奢華而不失清新雅致 鮮明呈現(xiàn)了跑車風(fēng)格與豪華轎車的舒適 操控感與動(dòng)力絕不遜于其造型給人帶來(lái)的驚喜 綠色環(huán)保的特性體現(xiàn)車主的優(yōu)雅品味 大量智能化 人性化設(shè)計(jì)的先進(jìn)電子裝備使CC成為名副其實(shí)的高級(jí)轎車 Breakdowncharacteristicsofcompetingproducts primarilyfacetothecoreofcompetitiveproductsReiz Subori StrengtheningCCstreamlinebody four wheeldrive TSI DSG acceleration emphasizeddynamic smooth design 項(xiàng)目策略Strategy 策略闡述Strategy 鑒Appreciate 看Watch 聽Listen 品Taste 體驗(yàn)CC超越同級(jí)別的駕駛樂趣 立體化展示CC產(chǎn)品性能 打造CC超凡獨(dú)特的駕馭感受 多角度感受CC優(yōu)雅動(dòng)感 360 TocreateauniqueextraordinarydrivingsenseofCC ToexperienceCCdrivingpleasurebeyondthelevel Multi angletofeelCCelegantdynamic Three dimensionaldisplayofCCperformance 通過系列化的全方位體驗(yàn) 一看 二聽 三品 四鑒 四個(gè)完美體驗(yàn)過程 準(zhǔn)確清晰地傳遞CC優(yōu)雅 動(dòng)感特質(zhì)及超強(qiáng)性能 Throughtheseriesofall roundexperienced firstwatch secondlisten thirdtaste fourthappreciate Thesefourprocessesoftheperfectexperience toconveythemeaningofelegantperformanceofCCcars Clear easytounderstand 策略詳解Strategyexplanation C 動(dòng)感空間 設(shè)置三維全息立體投影展示說明廳 突破常規(guī)的PPT培訓(xùn)講解方式 采用三維全息投影技術(shù) 通過360 投影立體化展示CC產(chǎn)品性能 讓嘉賓看得更過癮 學(xué)得更趣味輕松 運(yùn)用創(chuàng)新科技手段彰顯CC獨(dú)特魅力UseinnovativetechnologymeanstoshowuniquecharmofCC C dynamicspace settheCC setdimensionalholographicthree dimensionalshowroom breakingtheconventionalwayofPPTtrainingexplanation usingthree dimensionalholographicprojectiontechnology throughthe360 three dimensionalprojectionsothatguestscanseemoreenjoyable learnmoreinteresting 看Watch C 音悅世界 篷房?jī)?nèi)專設(shè)一間CC仿真駕駛內(nèi)室 通過音效技術(shù)模擬駕駛過程的各種聲音 采用三維投影技術(shù) 車窗及前擋風(fēng)玻璃實(shí)現(xiàn)不同場(chǎng)景變換 為嘉賓帶來(lái)極致奢華的視聽沖擊 同時(shí)采用階梯式仿真CC座椅 讓體驗(yàn)者倍感舒適 C sweetworld inthetentsetaCCsimulateddrivingroom simulatethedrivingprocesssoundsbyaudiotechnology usingthree dimensionalprojectiontechnology windowsandthewindscreenrealizeddifferentscenechanges bringtheultimateluxuryaudio visualimpactfortheguests thesametimeusingsteppedCCsimulatedseats sothatcustomerscanfeelmorecomfortable 科目一模擬考試A3 全新體驗(yàn)方式領(lǐng)略CC豪華品質(zhì)NewexperiencedtotasteCCluxuryquality 策略詳解Strategyexplanation 聽Listen 根據(jù)CC性能專設(shè)賽道打造高級(jí)豪華車的完美體驗(yàn) C 完美體驗(yàn) 針對(duì)邀約客戶開展CC試乘試駕體驗(yàn)活動(dòng) 結(jié)合CC車型性能特別設(shè)置賽道 讓客戶真正感受至上的駕駛樂趣 以及近乎完美的全方位體驗(yàn) 策略詳解Strategyexplanation C perfectsense forinvitingcustomerstojointestdrive combinedwiththeCCcarspecialperformancetosettrackallowcustomerstotrulyfeelthesupremedrivingpleasure andthenear perfectall roundexperience AccordingtoCCperformancetrackdesignedtocreateaperfectexperienceofluxurycar 品Taste 沿海公路的真實(shí)體驗(yàn)見證非凡的駕駛樂趣 選擇沿海公路的試乘試駕路線 一路歡暢前行 在欣賞沿途美景的同時(shí) 更能真實(shí)感受CC的路面駕馭性能和優(yōu)雅的駕乘體驗(yàn) 策略詳解Strategyexplanation Real lifeexperienceofcoastalroadWitnesstheextraordinarydrivingpleasure Thecoastalhighwaytestdriveroutewithpleasureforward whileenjoyingthebeautifulsceneryalongtobettermanagethetruefeelingsofCCroaddrivingperformanceandelegantexperience 鑒Appreciate 對(duì)于活動(dòng)主題的理解Themeunderstandings C CC360 全方位完美體驗(yàn)C CC360 all roundperfectexperienceC 優(yōu)雅 一種對(duì)高品位生活的愜意享受 一種對(duì)質(zhì)感人生的心靈追逐C elegance akindofpleasantenjoyonhighqualitylife akindofmindchaseonthequalitylife 傾心綻放 CC 為欣賞的人綻放 讓懂得的人傾心Cordialbloom CC bloomfortheenjoypeople cordialfortheunderstandingpeople科目一模擬考試A1 優(yōu)雅傾心綻放 一汽 大眾北區(qū)CC上市完美體驗(yàn)活動(dòng) C eleganceCordialbloom FAW VWNorthRegionCCListingPerfectExperienceActivity C 北區(qū)CC上市試乘試駕活動(dòng)執(zhí)行部分NorthregionCClistedtestdriveExecutivepart 項(xiàng)目概述Overview 時(shí)間 2010年8月13日 周五 地點(diǎn) 大連 金石灘國(guó)賓海岸 主推 北京 北京樂駕汽車體驗(yàn)基地 備選 主題 C 優(yōu)雅傾心綻放 一汽 大眾北區(qū)CC上市完美體驗(yàn)活動(dòng)活動(dòng)內(nèi)容 CC產(chǎn)品說明會(huì) CC試乘試駕體驗(yàn)活動(dòng)使用車輛 展示用車1臺(tái) 試乘試駕用車6 8臺(tái) Date 13rdAugust2010 Friday Location Dalian GoldenPebbleBeachAmbassadorBeach mainrecommended Beijing BeijingHappyDrivevehicleexperiencebase tobeelected Theme C eleganceCordialbloom FAW VWNorthRegionCCListingPerfectExperienceActivityContents Eventcontent CCproductseminar CCtestdriveexperienceeventVehicles showvehicle 1 cartestdrive6 8 參與嘉賓 邀約VIP客戶30人 媒體記者30人 共計(jì)60余人 項(xiàng)目概述Overview 貴賓VIP 記者Journalist Participatedguests 30VIPcustomers 30journalists atotalofmorethan60people 我們選擇了浪漫之都大連作為本次完美體驗(yàn)活動(dòng)的主推場(chǎng)地 大連金石灘國(guó)家旅游度假區(qū) 三面環(huán)海 優(yōu)雅舒適的環(huán)境與本次完美體驗(yàn)活動(dòng)調(diào)性相符 大連 金石灘國(guó)賓海岸Dalian GoldenPebbleBeachAmbassadorCoast 場(chǎng)地選擇Venueselection 項(xiàng)目安排Arrangement WechoseromanticcityDalianasourperfectexperiencevenue DalianGoldenPebbleBeachNationalHolidayResort surroundedbythesea elegantandcomfortableenvironmentmatchthisperfectexperienceevent 金石灘發(fā)現(xiàn)王國(guó) 停車場(chǎng)推薦理由 面積為5000平米 足夠的場(chǎng)地空間可設(shè)置各種試駕科目 充分滿足了對(duì)賽道的規(guī)劃 線路 發(fā)現(xiàn)王國(guó) 濱海公路 海韻公園根據(jù)沿海公路實(shí)際情況 設(shè)置了以上這條組合線路 感受CC優(yōu)雅舒適的同時(shí) 還可飽覽沿海美景 A 場(chǎng)地試駕場(chǎng)地推薦 B 公路試駕場(chǎng)地推薦 項(xiàng)目安排Arrangement A Venuerecommendation B Highwayvenuerecommendation GoldenPebbleBeachDiscoveryKingdom ParkingRecommendedreason anareaof3000squaremeters enoughspacecanbeusedtosetupavariousoftestdrivesubjects satisfytheplanningontrack Route DiscoveryKingdom BinhaiHighway RhineParkAccordingtotheactualsituationofthecoastalhighway settheabovecombinedline atthemomenttofeeltheCCelegantandcomfortablealsoenjoyingthecoastalscenery C 完美體驗(yàn)中的試乘試駕部分有兩部分組成根據(jù)策略需要 我們創(chuàng)新設(shè)置試乘試駕路線及環(huán)節(jié) 項(xiàng)目安排Projectarrangement AccordingtoCCproductinnovativefeaturestosetthetestdriveroutesandlinkssothatguestsexperiencethegreatestextentofCCexcellentperformanceVenuetestdrive AccordingtotheperformancecharacteristicsofCCintegrateddesigncircuit experienceinvariousroadCCdrivingexperienceHighwaytestdrive AccordingtotheCCcarryingTSI DSGpowercombinationtodesignracingcircuit toexperiencepowerperformanceandcomfort highlightingtheCCunityofsedanandsportcardrivingpleasure 公路試駕 突出CC轎跑合一的駕駛樂趣及優(yōu)雅格調(diào) 場(chǎng)地試駕 體驗(yàn)CC于完美性能 項(xiàng)目時(shí)間表Agenda 2010年8月13日上下各一場(chǎng)13thAugust2010onceinAM PM 嘉賓簽到分組 將30人分為A B兩組 每組15人 Guestsregistrationandgrouped divided30personin2groups 15personforonegroup 試乘試駕流程Testdriveprocess A B A B 用餐 Meal 項(xiàng)目安排Arrangement C 完美體驗(yàn) 公路試駕C perfectexperience Highwaytestdrive公路試駕路線安排 發(fā)現(xiàn)王國(guó) 濱海公路 海韻公園全長(zhǎng)42公里 駕乘體驗(yàn)時(shí)間在30分鐘左右Highwaytestdriverouting DiscoveryKingdom CoastalHighway RhineParkLength42km drivingexperiencedtimeforabout30minutes 試乘試駕說明 Testdriveintroduction按路書路線行進(jìn) Drivebyroadbook 預(yù)計(jì)15人 每3名嘉賓1部車 由試駕教練領(lǐng)隊(duì) 沿途設(shè)置3個(gè)換乘點(diǎn)可讓每個(gè)嘉賓輪換駕駛 體驗(yàn)不同路況下的試乘試駕感受 Estimated15people onecarforeverythreeguests testdrivecoachleadtheteam Setthreetransferpointsalongthewayalloweachguesttodrive experiencetestdriveunderdifferentroad 4輛工作車 供現(xiàn)場(chǎng)工作人員活動(dòng)調(diào)度等事宜所用 Fourworktrucksforfieldstaffonmatterssuchastheuseofschedulingactivities 1輛攝影攝像車 進(jìn)行全程拍攝 Aphotographiccameracarforthewholeshoot 1輛救險(xiǎn)車 活動(dòng)全程安全保障 Arecoverytruckforthewholesecurityactivities 項(xiàng)目安排Arrangement C 完美體驗(yàn) 公路試駕 優(yōu)雅之旅 C perfectexperience Highwaytestdrive Eleganttour 項(xiàng)目安排Arrangement C 完美體驗(yàn) 公路試駕 優(yōu)雅之旅 C perfectexperience Highwaytestdrive Eleganttour 公路試乘試駕的原則 安全中體驗(yàn)CC的優(yōu)雅 公路試乘試駕安全講解 專業(yè)教練員在副駕駛席全程負(fù)責(zé)安全監(jiān)督 試駕人員聽從專業(yè)教練員的指導(dǎo) 車輛起步前觀察前方道路 確保場(chǎng)地內(nèi)無(wú)任何車輛行人 為保證活動(dòng)安全 后車在前車到達(dá)緩沖區(qū)后方能從起點(diǎn)出發(fā) 項(xiàng)目安排Arrangement 外景拍攝Locationshooting 在沿途選取3處風(fēng)景優(yōu)美 適合外景拍攝的空闊場(chǎng)地 車隊(duì)在指定換乘地點(diǎn)?？?每次?？繒r(shí)間為5分鐘 嘉賓自行選擇合適角度拍攝 Toselectthreescenicrouteontheway suitableforlocationshooting theteamstopsatdesignatedtransferlocations eachstopfor5minutes guestscanmaketheirowncameraangles C 完美體驗(yàn) 公路試駕 優(yōu)雅之旅 C perfectexperience Highwaytestdrive Eleganttour 媒體自駕游Mediaowndrivingtour在下午針對(duì)媒體朋友的公路試乘試駕結(jié)束后 我們可以應(yīng)媒體特殊要求安排自由試駕 媒體可以3人 車 按照試駕車號(hào) 的形式 在規(guī)定時(shí)間與規(guī)定區(qū)域內(nèi) 于試車地周邊進(jìn)行自由試駕 可以根據(jù)媒體需求 安排專業(yè)車模 每車1人 隨行拍攝 Intheafternoon afterthemediafriend sroadtestdrive wecanarrangemediaaspecialowndrivingtourthenextday Mediacanbethreepersons vehicles inaccordancewiththetestdrivevehiclenumber form inspecifiedtimeandarea aroundthetestdrivevenuefortestdrive Accordingtomediarequirements arrangeprofessionalcarmodels 1personpervehicle forshooting C 完美體驗(yàn) 公路試駕 優(yōu)雅之旅 C perfectexperience Highwaytestdrive Eleganttour 項(xiàng)目安排Arrangement C 完美體驗(yàn)公路試駕 激情轉(zhuǎn)彎 駕駛體驗(yàn)連續(xù)彎道以及發(fā)卡彎帶來(lái)的漂移與激情 展示CC強(qiáng)大的操控力直線加速 體驗(yàn)CC的TSI DSG釋放的強(qiáng)勁動(dòng)力注 試乘試駕過程中 嘉賓可以打開自動(dòng)無(wú)框車窗和全景天窗 聆聽丹拿音箱的震撼效果 感受沿路風(fēng)景 展示人 車相融的愜意生活 項(xiàng)目安排Arrangement C perfectexperienceHighwaytestdrive Estimated15people threeguestsinonecar ADEcoachbytheteamleader Setthreetransferpointsalongthewaysothateachguestcanberotatedtodrivetoexperiencedifferentroadconditions Cityshuttle Seturbanroadconditions intothecity carsandthecitiesintegrated Startandstopbrakeinurbantraffic overallperformCCstrongpoweroutputandpowerfulbrakingsystemLinearacceleration ExperienceCCTSI DSGstrongmomentumreleaseNote Duringthetestdriveprocess guestscanopenautomaticallyframelesswindowsandpanoramicsunroof listentotheTannerspeakers shockeffect feelingalongthelandscape peopleenjoyvehicles comfortableconditions Backup 推薦酒店 大連金石國(guó)際會(huì)議中心RecommendedHotel DalianGoldenPebbleInternationalConventionCenter 推薦理由 大連金石國(guó)際會(huì)議中心位于大連金石灘國(guó)家旅游度假區(qū)的西部半島 毗鄰金石高爾夫球場(chǎng)和游艇俱樂部 距離試駕場(chǎng)地較近每間客房經(jīng)過精心設(shè)計(jì)及布置 房間內(nèi)視野開闊 大海 群山及高爾夫球場(chǎng)可一覽無(wú)遺 與本次活動(dòng)的調(diào)性契合 場(chǎng)地選擇Venueselection 項(xiàng)目安排Arrangement Recommendedreason GoldenPebbleInternationalConferenceCentreislocatedinDalianGoldenPebbleBeachnationaltouristresortonthewesternpeninsula adjacenttoGoldenPebblegolfcourseandyachtclub closerfromlaunchfieldEachroomhasbeendesignedanddecorated theroomwithwidevision sea mountainsandgolfcausescanbeseeataglance givesanelegant comfortablefeeling canenjoytheblossomsandthevastnessoftheseasurging fitthetargetcustomerpreferences fittheeventtone 推薦酒店 國(guó)家法官學(xué)院北京分院RecommendedHotel TheNationalJudgesCollegeBeijingBranch 推薦理由 Recommendedreasons 位于雁棲湖東岸半島之中 三面環(huán)水 群山綿亙 另有長(zhǎng)城古跡于湖光山色中若隱若現(xiàn)交通便利 距北京城區(qū)50分鐘 距首都機(jī)場(chǎng)約40分鐘 距離投放場(chǎng)地較近 項(xiàng)目安排Arrangement LocatedinYanxieastcoastpeninsulawateronthreesides rollinghills whiletheGreatWallamongthemonuments Transportfacilities thecollegeis50minutesawayfromBeijingtown fromBeijingCapitalInternationalAirportabout40minutescloserfromlaunchfield 項(xiàng)目執(zhí)行Projectexecutive VIP客戶接待 針對(duì)VIP客戶由經(jīng)銷商邀約 派豪華大巴到指定經(jīng)銷商處接試駕嘉賓 統(tǒng)一前往試駕場(chǎng)地 如有客戶自駕前往需事先溝通 試駕完畢后 VIP客戶自行安排回程 媒體記者接待 提前確認(rèn)嘉賓到達(dá)時(shí)間及方式 機(jī)場(chǎng) 車站大巴全天接待 嘉賓行理統(tǒng)一編號(hào)便于管理 入住簽到時(shí)領(lǐng)取返程車 機(jī) 票 活動(dòng)結(jié)束后為的媒體統(tǒng)一安排車輛送往 VIPguestsreceptionVIPcustomersareinvitedbythedealersandtakenbyluxurybusunitytothetestdrivingvenue ifrequiredtodrivebyhimselfshouldinforminadvance aftertestdrives VIPcustomersreturnbythemselvesJournalistsreceptionToconfirmguestsarrivaltimeandmannerinadvance theairport busstationalldayreception guests luggagearegottenuniformnumbersformanagement whenguestscheckinreceiveareturnvehicle plane tickets aftertheeventarrangethevehiclestosendthemedia 根據(jù)本次CC完美體驗(yàn)活動(dòng)的整體調(diào)性 為嘉賓提供了符合優(yōu)雅 運(yùn)動(dòng)定位 實(shí)用性強(qiáng)的精美禮品AccordingtoTheCCperfectexperiencetheoveralltone weprovideconsistentelegance sportorientationandpracticabilitygiftsfortheguestsCC車模CCcarmodels音樂枕頭Musicpillow蘋果U盤AppleUdisk 禮品推薦 音樂頭枕 可折疊成一個(gè)手提包樣式 展開后在枕頭兩邊提供兩只小音箱 可將音源設(shè)備與其連接 聽音樂非常方便 提供了柔軟的 床單 適合外出郊游使用 MusicPillow foldingintoahandbagstyle providingbothsidesofthepillowwithtwosmallspeakers canbeconnectedtoaudiodevices listeningtomusicveryeasy Providesasoft sheets usedtogosightseeing 執(zhí)行細(xì)節(jié)Executivedetails 應(yīng)急預(yù)案Emergencyplan 聘請(qǐng)一名當(dāng)值醫(yī)生Employanon dutydoctors 配備消防安全設(shè)備Withfiresafetyequipment 消防用車事前聯(lián)絡(luò)作隨時(shí)調(diào)用Firecarcallatanytimeforuse 各環(huán)節(jié)都配備醫(yī)藥箱Eachlinkisequippedmedicinechest 救護(hù)用車事前聯(lián)絡(luò)作隨時(shí)調(diào)用Ambulancecarcallatanytimeforuse 事前聯(lián)絡(luò)好附近醫(yī)院Tocontactanearbyhospitalinadvance 媒體計(jì)劃Mediaplanning 媒體傳播目標(biāo)打造與眾不同的CC上市完美體驗(yàn)活動(dòng) 根據(jù)活動(dòng)差異化環(huán)節(jié)設(shè)置 釋放CC更多創(chuàng)新 科技元素展示CC性能優(yōu)勢(shì) 透過 看 聽 品 鑒 CC這一全新體驗(yàn)方式 展示產(chǎn)品魅力分享CC車型試乘試駕體驗(yàn)感受 剖析嘉賓試乘試駕真實(shí)感受 形成實(shí)效新聞傳播點(diǎn) MediacommunicatetargetCreatethedifferentCClistingperfectexperienceactivityAccordingtothedifferenceofthelinkset releasemoreinnovativeandtechnologyelementsDisplayCCperformanceadvantageThrough look listen taste appreciation thoseseriesexperienceformtoshowtheproducts attractive ShareCCvehicletestdriveexperiencefeelingsAnalysisthegueststestdrivetrulyfeelingsandformemotionalresponsewiththeguests 媒體選擇 Mediaselection 整合北區(qū)主流媒體資源 針對(duì)CC上市試乘試駕活動(dòng)開展全方位媒體傳播Integratednorthregionmainstreammediaresources basedontheCClistingtestdriveeventscarryoutcomprehensivemediacommunications 結(jié)合CC全國(guó)上市 以北區(qū)CC上市完美體驗(yàn)活動(dòng)為核心傳播點(diǎn) 對(duì)目標(biāo)客戶群體傳遞CC產(chǎn)品信息及活動(dòng)信息 邀約北區(qū)主流平面 電視臺(tái) 廣播 網(wǎng)絡(luò)媒體親自試乘試駕CC 對(duì)外發(fā)布影響力強(qiáng)的深度稿件 利用名人效應(yīng) 制造產(chǎn)品與名人間的關(guān)聯(lián)新聞點(diǎn) 開展公益類和產(chǎn)品類新聞點(diǎn)傳播 公關(guān)文件準(zhǔn)備 圍繞本次活動(dòng)及CC產(chǎn)品優(yōu)勢(shì)性能 為媒體準(zhǔn)備對(duì)外公關(guān)文件 可以更有效地利用媒體資源 將價(jià)值信息對(duì)外準(zhǔn)確有力地傳播 媒體計(jì)劃Mediaplanning CombinedCCnationallisting thecorecommunicationpointsarenorthCCexperienceactivity sendthetargetcustomergroupsCCproductinformationandeventinformation Invitednorthregionalmainstreamprint television radio onlinemediatoexperiencetheCC releasethewarm releasedraft depthexperiencedraft productanalysisdraft thenextmarketforecastdraft Usecelebritytocreateproductsandcelebrityconnectionnewspoint todeveloppublicandnewspointdisseminationPRdocumentpreparation FocusingonthisactivitiesandCCproductperformanceadvantages forthemediatopreparethepublicrelationsfiles canmoreeffectivelyusethemediaresources disseminatethevaluablenewsaccuratelyandeffectively 傳播概述Communicationoverview