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XXX市場(chǎng)推廣活動(dòng)方案
作者：佚名 時(shí)間：2003-6-16 字體：[大] [中] [小]
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XXX市場(chǎng)推廣活動(dòng)方案
·活動(dòng)/項(xiàng)目簡(jiǎn)介
·目標(biāo)（公關(guān)/市場(chǎng)等）
·策略（公關(guān)/市場(chǎng)等）
·目標(biāo)受眾
·關(guān)鍵信息
·活動(dòng)方案（市場(chǎng)/公關(guān)）
·預(yù)算
·活動(dòng)時(shí)間表
活動(dòng)/項(xiàng)目簡(jiǎn)介
簡(jiǎn)單列出活動(dòng)/項(xiàng)目背景，如一些關(guān)鍵的主題、時(shí)間、地點(diǎn)、期限等，希望達(dá)到的目標(biāo)等。需要做到簡(jiǎn)潔、明了。同時(shí)說(shuō)明XXXX非常榮幸能夠與客戶進(jìn)行合作，并將為此作進(jìn)一步的探討。如：
·品客薯片將在2003年8月推出比薩新口味的薯片；
·XXXX非常榮幸能夠?yàn)榇诵缕飞鲜刑峁┎邉潱?
·此次新品推廣將在3個(gè)城市進(jìn)行3個(gè)階段的推廣：上市前期在全國(guó)廣播媒體上策劃一定的活動(dòng)引起受眾的注意；第二階段的新品上市在北京進(jìn)行以及上市后的公關(guān)活動(dòng)。
目標(biāo)（公關(guān)/市場(chǎng)等）--
列舉幾條（一般在3條左右，不要超過(guò)4條）主要的目標(biāo)，如果是公關(guān)策劃，則是公關(guān)目標(biāo)；如果是市場(chǎng)推廣方案，則是市場(chǎng)目標(biāo)。按重要性的遞次來(lái)加以列出。如：公關(guān)目標(biāo)
·引起公眾對(duì)新口味品客薯片以及品客品牌的廣泛興趣，并產(chǎn)生對(duì)新品強(qiáng)烈品嘗的欲望
·強(qiáng)化品客在薯片市場(chǎng)的領(lǐng)導(dǎo)地位
·向消費(fèi)者傳達(dá)“品客網(wǎng)聚朋友，給人們帶來(lái)無(wú)限快樂(lè)”的關(guān)鍵品牌信息
策略（公關(guān)/市場(chǎng)等）
說(shuō)明從什么角度入手，從哪個(gè)方面借勢(shì)，從而達(dá)到最大的市場(chǎng)或宣傳效果。不是說(shuō)一些具體的方法。
·To leverage Pringles brand image: youthful, energetic and fun.
·To draw public attention towards potato chips, building enthusiasm and hype towards the launch and prolonging the momentum to the post event stage.
·To plan a grand fun and educational product launch, leveraging celebrity endorsement and extend impact beyond the launch
·Leverage the fact that very little pr has been done in the potato chip category, to build interest in this sector and associate Pringles as the category leader
目標(biāo)受眾
將該項(xiàng)目/產(chǎn)品的終極客戶，受眾，或是與之（宣傳，市場(chǎng)）相關(guān)的有影響力的群體，按重要性依次列出。
·Core consumer group comprising of people aged 6 to 25; with an eye on the broader population aged from 6 to 55
·Media - Radio/TV/Magazines/Newspapers with youthful and energetic spirit in 30 target cities in China
關(guān)鍵信息
將重要的與本項(xiàng)目/活動(dòng)相關(guān)的，想向目標(biāo)受眾傳達(dá)的主要信息依次列出。
·New flavor Pringles Pizza will be launched in the market in August, 2000.
·Pringles provides irresistible taste and unique, exhilarating snacking experience.
·Pringles are less greasy and consumers can enjoy more flesh whole chips from a unique Pringles can, full of freshness
·Pringles bring people together, Pringles bring fun to people.
活動(dòng)方案
將所策劃的活動(dòng)/公關(guān)方案列出，在轉(zhuǎn)寫活動(dòng)方案時(shí)，要詳細(xì)說(shuō)明其中的亮點(diǎn)，每一個(gè)活動(dòng)都是緊扣主題，針對(duì)目標(biāo)受眾的活動(dòng)。同時(shí)，要簡(jiǎn)述活動(dòng)的細(xì)節(jié)，時(shí)間安排，所能產(chǎn)生的效果等。往往一個(gè)項(xiàng)目/活動(dòng)的策劃需要分成前、中、后三個(gè)階段，但也依照客戶的需求而作相應(yīng)的調(diào)整。
Pre-Event
1. Media Teaser Campaign
·2 weeks before the official launch, a card shaped like the Italian leaning Pisa Tower is produced and sent to the media. Inside the card, the wording says “What New Flavor is Pringles going to launch?”. The media is encouraged to call in the telephone number printed in the bottom of the card, or fax the result to the designated office.
XXXX will be responsible for collecting the phone calls and returns. All the respondents will receive a new Pringles Pizza flavor gift, and the winners will receive Pringles branded souvenirs. The gifts will be presented to the media at the launch event.
2. Pringles Fun Time on Radio
The radio programs, especially the music programs, are popular amongst the youth, and can also reach the target audience across the country. It is highly recommended to stage a “Pringles Fun Time” on Radio (Central Radio Station), talking about potato, potato chips, history of Pringles, fun facts about potato chips, consumers’ flavors’ fun stories, when people like to enjoy potato chips, what are the fun and energetic sports abroad amongst the youths, etc. Also, a small quiz can be staged for the audiences, and the winners will be given a gift.
The radio program can be conducted 2 week right before the official launch event to generate enough noise amongst the targeted audiences, especially the youths.
3. Pringles Leaning Dance Troupe Distributing Pringles World Dance Party Entrance Tickets
Wang Fujing Street is the most famous pedestrian-only shopping street, with people coming from all over the world gathering in the street at night for shopping and for sightseeing. The street has already become a must-see spot for visitors.
A Pringles Leaning Dance Troupe will be organised (with 5 females dancers and 5 male dancers), performing a specially designed “Pringles Leaning Dance” and distributing Pisa (same pun as Pizza) Tower-shaped coupons. On the front side is printed: “Join the Coolest Party in Town, Show Your Energy and Share the Fun!”, with event details on the other side.
The Leaning Dancers will arouse curiosity and build public expectation for the event. The invitation exercises can be conducted one week before the event.
Media Launch, Product Launch and Pringles World Dance Party
Venue: Ritan Park, Beijing
Venue Design: A miniaturised Pisa Tower erected in the center (linkage with Pizza)
Date: August 5 (Saturday)
Master of Ceremony: popular celebrity David Wu
Media Launch
Time: 5:00pm to 6:00pm
Program Rundown:
Media arrival
At 4:45pm, the media will arrive at Ritan Park for the press launch, signboards will tell the media where to find the venue for the press launch, also the courtesy Pringles Girls will lead the media to the right venue.
Speech by Pringles representative
Pringles brand people will brief the media about the new Pizza flavor product and explain its future strategy in China, to get an increasing percentage share of the snack market.
Q&A
Prize awards to winning journalists who get right answers to the “new Pringles flavor guess” game.
End of Media Launch
Then, the media will be invited to a barbecue in the Park. And, at 6:30pm, the media will be led to the Dance Party. The media are encouraged to bring their families to the event.
Launch Event : Product Launch & Pringles World Dance Party
Product Launch
Bringing the world’s largest potato chip to China
Program Rundown:
Time: 7:00pm to 7:30pm
Italian dance and Pringles leaning dancers to cheer the audience
Pringles representative address the audience
Ceremony symbolizing the coming of Pizza flavor: A Pringles official to climb up the Pisa Tower to press on the “l(fā)aunch button”, with a jingle, the biggest Pizza shape potato chip will be exposed (the button triggers a pulling mechanism taking off the cover-up of the Pizza below).
Pizza flavor trial: The biggest potato chip is actually the Pringles Pizza flavor placed in a large Pizza container. The chips will be distributed by staff to the audience to try.
End of Product Launch and kicking off of the World Dance Party
Pringles World Dance Party
Time: 7:30pm to 11:00pm
Program Rundown:
MC explains why this event:
Dance is associated with energy, fun and bringing people together, and so is Pringles. Bringing people together, bringing the world’s different dances (performed by students of Beijing Dance College) to China and bringing fun to people is the main objective of the party.
Dance and Guess
Dance Performance and Guess “what kind of dance is this” game will be held throughout the party. In between, will be Pringles elements like Fun Ways to Eat Pringles (one throwing, one catching with the mouth) Contest, Leaning Dance Participation: Audience who join the leaning dance on stage will get prizes. Pizza like Frisbees fly and catch contest will also be hosted in between the “Dance and Guess” program. A dancing machine competition is also included to bring the dancing party to another climax. Disco dance sessions will also be arranged to involve all participant participation. All in all, the party will be full of fun, fun and fun.
Free Pringles Pizza trial counters will be set up at the wing sides of the venue.
--Prizes to game winners can include Pringles chips, Pringles branded souvenirs like watches, T-shirts, etc. It is suggested that joint promotions can be arranged together with some consumer companies like Nike or Nokia to give prizes of high popularity.--
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Post-event
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Purpose: To leverage on the launch function and to sustain the marketing drive.
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Press Release(together with captioned photos) Distribution
Press release distribution on a national basis
Photos taken from the launch function will be dispatched together with release.
預(yù)算
預(yù)算中包含兩個(gè)部分，一個(gè)是實(shí)際支出，另一個(gè)是公關(guān)服務(wù)費(fèi)用。
實(shí)際支出中將所要花費(fèi)的明細(xì)列出，包括單價(jià)，數(shù)量，總價(jià)。
（這里有很多表格，我不知道怎么能弄上來(lái)，所以，這里的例子暫缺）
活動(dòng)時(shí)間安排
將所策劃的活動(dòng)按時(shí)間順序列出，給客戶一個(gè)明確的時(shí)間概念。在活動(dòng)安排中，時(shí)間上的安排顯得非常重要。
（這里還是有很多比較珍貴的表格，可是弄不上來(lái)，暫時(shí)空缺）
這個(gè)活動(dòng)方案希望可以為大家在工作中提供一個(gè)參考。