【廣告策劃PPT】國美促銷活動提案

1、國美單品促銷國美單品促銷 活動提案活動提案 目目 錄錄 一背景 二品牌 三活動方式 四. 產品賣點和核心促銷信息 四主題內容（主題游戲及節(jié)目展示） 五. 國美配合要點 六. 現(xiàn)場執(zhí)行要點 七. 禮品清單 附件小禮品推薦 活動背景 7、8月是家電的銷 售旺季，必將掀起 一輪家電銷售的高 潮，眾多家電新品 銷售如何在這即將 到來的銷售高峰中 占據(jù)主動，在眾多 品牌的促銷信息中 脫穎而出？！ 在媒體緊縮的情況 下如何通過下線活 動，公關進行新品 推廣，達到甚于媒 體宣傳的效果，進 行口碑營銷？！ 各大廠商如何借 助暑期有效推廣 品牌？！ ？ 國美品牌 長虹、tcl 康佳、聯(lián)想 創(chuàng)維、美的 彩電、冰箱

2、、空調、 數(shù)碼產品、手機、 洗衣機 國美品牌 7、8月是家電廠商銷售的黃金時間，不同價位、不同品牌 的產品都需要推廣 以電視機為例 活動方式 時間、地點 x月x日 國美門店 活動為1地1天3場，每場活動約1小時25分鐘，分別為： 10:00- 12:00 13:30- 14:55 15:30- 16:55 （可根據(jù)實際情況現(xiàn)場調整） 活動方式 活動方式活動方式 新機展示新機展示 有獎問答有獎問答 產品推廣產品推廣 模特秀模特秀 主題游戲主題游戲歌舞表演歌舞表演 魔術魔術 流程舉例 09:30 10:00 熱場 10:00 10:05 勁舞（開場） 10:05 10:10 主持人開場白 10:1

3、0 10:15 促銷信息傳播及現(xiàn)場有獎問答 10:15 10:25 主題游戲 10:25 10:30 歌手演唱 10:30 10:45 主題游戲 10:45 10:50 新產品rap說唱表演 10:50 10:55 模特新品展示 10:55 11:15 主題游戲 11:15 11:20 電聲小提琴演奏 11:20 11:35 魔術表演 11:35 11:45 促銷知識有獎問答 11:45 11:50 風情舞蹈 11:50 11:55 樂隊演出 12：00 主持人結束語 （此以一場活動為例） 產品賣點 核心促銷信息 產品賣點和核心促銷信息 主推產品： 以長虹空調為例 核心促銷信息： “長虹煥涼一

4、夏” 購買xx全線產品任意一款，均有好禮相送 購買xx系列送仿真光電鼠標 購買xx系列送時尚漆皮拎包 購買xx系列無線多功能音箱 購買xx系列送涼墊 購買xx系列送潮流先鋒背包 購買xx系列送時尚酷背包 “逍遙配逍遙配” 游戲闡述： 主持人邀請數(shù)位觀眾上臺，拿出數(shù)部xx產品模型，然后主持人開始逐 條念出其中一款的功能特點和特征臺上觀眾根據(jù)自己的判斷從展示臺拿 自己認為正在被描述的那款產品模型與之匹配，觀眾必須在主持人念完 之前匹配到一款自己認定的型號在主持人念完之前，觀眾可以更換一旦 正確的型號被某一位觀眾拿定，游戲終止主持人向其詢問選擇的原因， 同時該觀眾勝出。 意 義： 游戲結合產品和產品

5、功能 加深消費者對xx新產品的功能記憶和親近感 主題游戲 “左右左左右左” 游戲闡述： 主持人邀請數(shù)位消費者上臺并給消費者各發(fā)一張kt寫真板，主持人隨意 說出一個xx產品的型號，消費者判斷該型號有沒有自己手中卡片上的 功能，判斷有該功能靠右邊站定，判斷沒有靠左邊站（很多判斷猶豫不 定的消費者則會左右的跑，場面很滑稽，導致全場氛圍很好）。判斷錯 誤的消費者被淘汰，臺上剩余消費者重新抽卡片，主持人重新說出一種 機型，重新判斷。 意 義： 使現(xiàn)場互動起來，使現(xiàn)場氣氛活躍，吸引更多的人氣， 游戲設置充分結合產品的特點，加深目標受眾印象和理解 主題游戲 模特展示模特展示 模特著裝風格清新活力，給人以時尚

6、或青春的氣息 模特或背或拿促銷買贈禮品并手持本次活動的促銷機型，以歡快的步 伐，三三兩兩上臺展示 音樂輕快、活潑 節(jié)目內容 現(xiàn)場顧客要求進行手機維修或狀告手機質量問題現(xiàn)場顧客要求進行手機維修或狀告手機質量問題 解決方法： 好言安撫顧客 送上一份禮品 強調摩托羅拉公司完善的售后服務體系，可建議顧客到質量服務中心用專業(yè)設 備進行檢測，打消顧客的顧慮 將當?shù)氐哪ν辛_拉全質量服務中心的地址及電話告知顧客， 強調那里的回答更 專業(yè)、更具權威 針對現(xiàn)場提出敏感問題或苛刻要求者針對現(xiàn)場提出敏感問題或苛刻要求者 解決方法： 盡量將此類顧客請離現(xiàn)場 送上一份禮品 耐心了解問題原因，予以圓滿解釋 緊急情況處理 現(xiàn)

7、場顧客較少，無法正常開展活動現(xiàn)場顧客較少，無法正常開展活動 解決方法： 在征得店方同意的情況下適當擴大宣傳范圍 由被動等待變?yōu)橹鲃友?，以便達到更好的宣傳效果 在征得店方同意的情況下盡量將易拉寶和相關展示物品放在醒目位置 物品的損壞及消耗物品的損壞及消耗 解決方法： 對于物品意外的損壞或丟失要有必要的考慮和準備。如展柜的碎裂，抽獎箱的 損壞，模型的丟失等。要能及時修補或有備用品 對于相關制作品，要事前作好必要的調試。如果臨時出現(xiàn)故障要能及時修理或 有備用措施 對于易耗品如禮品、宣傳資料等在事前要有充分的估計?，F(xiàn)場要隨時做好監(jiān)控 和檢查。應提前發(fā)現(xiàn)不足，立即補充數(shù)量每天活動結束后必須將所有物品列

8、出 清單，并由監(jiān)控方人員簽字確認 緊急情況處理 天氣情況天氣情況 解決方法： 在征得客戶的同意下暫?；顒?同客戶商定改期舉行的時間和地點 城管干涉城管干涉 解決方法： 立即通知店方和客戶人員 適時暫停活動 耐心向城管人員詢問原因 送上禮品 緊急情況處理 請求國美支持配合內容請求國美支持配合內容 前期準備階段，國美需要確認物品清單里由廠家提供的物品，包括宣傳品、 模型、等等 主題禮品由國美提供，主要是在路演的游戲中使用（數(shù)量見清單） 人員配合（促銷員、產品講解人員） 執(zhí)行地場地申請、報批、協(xié)調、電源落實 城管協(xié)調、公共權利協(xié)調解決 夜間場地安全 國美配合要點 前期準備 事先按物品清單上的要求向國

9、美落實所需要的設備及物品 檢查所有道具的情況，保證完好性，保證正常使用 提前確定場地/電源，盡量提前布置場地和調試以及人員彩排 現(xiàn)場執(zhí)行 現(xiàn)場安排 (1）崗位職責 活動現(xiàn)場由執(zhí)行方全面負責，支持方各工作人員應明確各自職責并確保負責部分的正常運 行 (2)物品管理 活動前由執(zhí)行方清點活動物品數(shù)量看是否與計劃一致 控制和監(jiān)督物品的使用情況，避免出現(xiàn)丟失或損壞 (3) 宣傳資料管理 活動前由執(zhí)行方清點資料數(shù)量看是否與計劃一致 按計劃地發(fā)放宣傳品 (4)人員及游戲設備管理 活動期間由執(zhí)行方清點、運輸、安裝、調試，通知管理現(xiàn)場演繹人員 現(xiàn)場執(zhí)行 禮品使用統(tǒng)計清單 禮品規(guī)格禮品規(guī)格數(shù)數(shù) 量量用用 途途 以

10、實際操作為準 以實際操作為準 主題禮品xx款每天xx份 主題禮品每款xx個每天xx份 一般性禮品xx每天xx份 小禮品若干拋灑制造氛圍類 thanks! & in the beginning was the idea idea 是一切的起源 our simple selling model 一廂情愿的販賣模式 努力賣 the frequent result 常有的結果 simplist ic 簡易 and 但 risky 高風險 model if the idea isnt bought, we have all wasted our time 如果idea沒賣掉, 我們都浪費了時 間 is

11、wel2 - 7/96 five step model four basic questions what question are we addressing? what is our main message in answer to the question? what are we trying to do? inform? persuade? reassure? inspire? entertain? what do we want the target audience to do as a result? what are we trying to do? *give infor

12、mation* gain agreement *obtain information* spur action *build understanding* neutralise resistance have we defined our target audience? ? *decision makerwill need less detail *opinion leader *implementorswill need more detail *experts *second guesserwill need a harder sell (of decision makers view)

13、and the offer of support. what is their role? what frame of mind are they in? 他們的心態(tài)是什麼? z z z z * apa thetic 冷 漠 z z z z * apa thetic 冷 漠 z z z z * hostile 敵意敵意 * apa thetic 冷 漠 z z z z * hostile 敵意敵意 * apa thetic 冷 漠 what frame of mind? z z z z * hostile 敵意敵意 * apa thetic 冷 漠 apathetics 冷漠型 why?為何?

14、 poisoned by previous presentations 被以前的經驗毒害了! saturated on the subject 對這個話題已聽得不想再聽 poor physical environment 身體狀況很差 z z z z what you have to do 你得怎麼做 引起興趣,保持他們的熱情. 打動他們的心. 快點進入正題 把過程戲劇化,視覺化 讓他們要采取的行動容易些 z z z z sophisticates 老練型 why?為何? seen it before 以前看過 non-expert to expert 非專家做專家提案 subordinate

15、 to superior 下對上 peer to peer 平輩間 what you have to do 你得怎麼做 讓他們用全新的角度看待你,及你的idea. 讓他們了解你的專業(yè)程度. 盡量做到最好 如您知道的 引用權威的話 hostiles 敵意型 why? 為何? 覺得被威脅 對你評價不高或對你的出身有質疑 懷疑你的動機 文化的阻隔 what you have to do 你得怎麼辦? 找出他們對你有敵意的原因 顯示你了解他們的處境 建立共通的關注焦點 舉例 保持冷靜-你一動思他們就會殺了你 不要期望事情太快有變化 critically interesteds why? 為何? 專業(yè)對

16、專業(yè) 理性導向 期望你證明你的說法 what you have to do 你得怎麼辦 show benefits 呈現(xiàn)利益點 cover all options objectively 中立 present factually & non emotionally 事 實而非情感 enthusiasts 熱情派 why? 為何? already sold and motivated idea已被接受 accept you and your message 你說的都算 what you have to do 你得怎麼做 reinforce their beliefs 增強信心 go light

17、on pure information and proofs 淡淡的賣,呈現(xiàn)證據(jù) go heavy on colour and emotion 色彩 和情感 exercise: paperclip one core idea our main message report / inform format subject background information index (what im going to tell you) information recap / summarise (what ive told you) meaning / action what i want you

18、 to do or understand as a result report / inform example persuasion: problem format persuasion: problem format persuasion: idea format how persuasive are you? exercise persuasion: idea format five kinds of evidence personal experience analogy judgement of expert (quotes) example statistics / facts f

19、ive kinds of evidence personal experience talk first person. relive. act out. most interesting and unique evidence. gives emotional dimension. analogy compares dissimilar things using like or as. allows you to exaggerate a point without offending the intelligence of your audience. judgement of exper

20、t (quotes) which listeners will recognise as an authority . if they dont know, credentialise the expert before your quote. example specific. where key factors are similar (eg, overseas market). statistics / facts what we usually think of as evidence. visualise statistics if you can. slow build to a

21、grand finale slow build to a grand finale slow build to a grand finale slow build to a grand finale slow build to a grand finale slow build to a grand finale here it is and we are excited here it is and we are excited here it is and we are excited here it is and we are excited here it is and we are

22、excited the tell em format tell em what youre going to tell them tell em tell em what youve told them ensures three exposures to the main message planning cycle format where are we now? what can we reach? are we getting there? how do we get there? matching your communication style to your clients pr

23、eferred thinking mode version 1.0 5/96 visuals words seeenvisionreflectshow viewwatchbright perceive previewpictureillustrate survey clearhighlightperspective look focus words sayspeakasktell expressinquiretone mention hearstaticaccenttalk ringresonatesound remark auditories words feelimpressgrabhit

24、 touchsufferhandle tackle rubpressuregraspknow affectintuit kinesthetics one on one match your style to the style of your client. group make sure that you cover all styles in the group. if you dont some will feel excluded. how to develop trust exercise: paperclips revisited five step model you can n

25、ever bore someone into buying your idea five step model people are more likely to listen to someone who: they respect and trust. is enthusiastic. believes in the idea. given them an idea they value. speaks in a language they understand. makes them feel comfortable. dresses and behaves in a way that

26、is generally in keeping with their expectations. presents in a lively way. knows when to stop. is clearly organised shows the idea clearly explains and interprets it emphasises key and difficult points brings the points to life encourages and responds to questions listeners are more likely to listen

27、 to a presentation that: active listening version 1.1 5/96 send reinforcements were going to advance confusion distortion active listening level of listening hearing with half an ear giving into day dreams and fantasies exploring tangents zapping essentially passive drifting in & out appearing to pa

28、y attention and listen intently hearing words but not making the effort to understand the speakers intent really only slightly concentrating making a bit of an effort the yes dear syndrome tracking words paying attention listening non judgementally trying to read the intention understanding the feel

29、ings processing what is being said - noting - checking back - physical signals - eye contact active listening the rehearsal curve paying attention listening non judgementally trying to read the intention understanding the feelings processing what is being said - noting - checking back - physical sig

30、nals - eye contact active listening defeating the rehearsal curve the work youve just sold deserves the highest level of listening. listen actively and non- judgementally to your clients response. force yourself to take notes of key points and then return quickly. avoid surfing the rehearsal curve.

31、listening: summary they judge that the presenter really cares about their business the idea seems right because of the support offered major concerns have been satisfactorily addressed their input has been incorporated in some way into the idea people are more likely to accept ideas when: five step

32、model they are asked to act on it the action required is not too much trouble they have previous positive experience with the originator of the idea it meets their needs better than other options the benefits to them outweigh the risks they will be part of the implementation process people are more

33、likely to act on an ideas when: preparing the way preparing the way preparing the way preparing the way know who they are know what we want from them have decided our core idea and supports have worked out how to prepare the way then we are prepared to go out and fight the real enemy once we. oursel

34、ves the frame of buying impeccable logic energy & enthusiasm be yourself know when to stop & in the beginning was the idea idea 是一切的起源 our simple selling model 一廂情愿的販賣模式 努力賣 the frequent result 常有的結果 simplist ic 簡易 and 但 risky 高風險 model if the idea isnt bought, we have all wasted our time 如果idea沒賣掉,

35、 我們都浪費了時 間 is wel2 - 7/96 five step model four basic questions what question are we addressing? what is our main message in answer to the question? what are we trying to do? inform? persuade? reassure? inspire? entertain? what do we want the target audience to do as a result? what are we trying to d

36、o? *give information* gain agreement *obtain information* spur action *build understanding* neutralise resistance have we defined our target audience? ? *decision makerwill need less detail *opinion leader *implementorswill need more detail *experts *second guesserwill need a harder sell (of decisio

37、n makers view)and the offer of support. what is their role? what frame of mind are they in? 他們的心態(tài)是什麼? z z z z * apa thetic 冷 漠 z z z z * apa thetic 冷 漠 z z z z * hostile 敵意敵意 * apa thetic 冷 漠 z z z z * hostile 敵意敵意 * apa thetic 冷 漠 what frame of mind? z z z z * hostile 敵意敵意 * apa thetic 冷 漠 apatheti

38、cs 冷漠型 why?為何? poisoned by previous presentations 被以前的經驗毒害了! saturated on the subject 對這個話題已聽得不想再聽 poor physical environment 身體狀況很差 z z z z what you have to do 你得怎麼做 引起興趣,保持他們的熱情. 打動他們的心. 快點進入正題 把過程戲劇化,視覺化 讓他們要采取的行動容易些 z z z z sophisticates 老練型 why?為何? seen it before 以前看過 non-expert to expert 非專家做專家

39、提案 subordinate to superior 下對上 peer to peer 平輩間 what you have to do 你得怎麼做 讓他們用全新的角度看待你,及你的idea. 讓他們了解你的專業(yè)程度. 盡量做到最好 如您知道的 引用權威的話 hostiles 敵意型 why? 為何? 覺得被威脅 對你評價不高或對你的出身有質疑 懷疑你的動機 文化的阻隔 what you have to do 你得怎麼辦? 找出他們對你有敵意的原因 顯示你了解他們的處境 建立共通的關注焦點 舉例 保持冷靜-你一動思他們就會殺了你 不要期望事情太快有變化 critically interested

40、s why? 為何? 專業(yè)對專業(yè) 理性導向 期望你證明你的說法 what you have to do 你得怎麼辦 show benefits 呈現(xiàn)利益點 cover all options objectively 中立 present factually & non emotionally 事 實而非情感 enthusiasts 熱情派 why? 為何? already sold and motivated idea已被接受 accept you and your message 你說的都算 what you have to do 你得怎麼做 reinforce their beliefs

41、增強信心 go light on pure information and proofs 淡淡的賣,呈現(xiàn)證據(jù) go heavy on colour and emotion 色彩 和情感 exercise: paperclip one core idea our main message report / inform format subject background information index (what im going to tell you) information recap / summarise (what ive told you) meaning / action w

42、hat i want you to do or understand as a result report / inform example persuasion: problem format persuasion: problem format persuasion: idea format how persuasive are you? exercise persuasion: idea format five kinds of evidence personal experience analogy judgement of expert (quotes) example statis

43、tics / facts five kinds of evidence personal experience talk first person. relive. act out. most interesting and unique evidence. gives emotional dimension. analogy compares dissimilar things using like or as. allows you to exaggerate a point without offending the intelligence of your audience. judg

44、ement of expert (quotes) which listeners will recognise as an authority . if they dont know, credentialise the expert before your quote. example specific. where key factors are similar (eg, overseas market). statistics / facts what we usually think of as evidence. visualise statistics if you can. sl

45、ow build to a grand finale slow build to a grand finale slow build to a grand finale slow build to a grand finale slow build to a grand finale slow build to a grand finale here it is and we are excited here it is and we are excited here it is and we are excited here it is and we are excited here it

46、is and we are excited the tell em format tell em what youre going to tell them tell em tell em what youve told them ensures three exposures to the main message planning cycle format where are we now? what can we reach? are we getting there? how do we get there? matching your communication style to y

47、our clients preferred thinking mode version 1.0 5/96 visuals words seeenvisionreflectshow viewwatchbright perceive previewpictureillustrate survey clearhighlightperspective look focus words sayspeakasktell expressinquiretone mention hearstaticaccenttalk ringresonatesound remark auditories words feel

48、impressgrabhit touchsufferhandle tackle rubpressuregraspknow affectintuit kinesthetics one on one match your style to the style of your client. group make sure that you cover all styles in the group. if you dont some will feel excluded. how to develop trust exercise: paperclips revisited five step m

49、odel you can never bore someone into buying your idea five step model people are more likely to listen to someone who: they respect and trust. is enthusiastic. believes in the idea. given them an idea they value. speaks in a language they understand. makes them feel comfortable. dresses and behaves

50、in a way that is generally in keeping with their expectations. presents in a lively way. knows when to stop. is clearly organised shows the idea clearly explains and interprets it emphasises key and difficult points brings the points to life encourages and responds to questions listeners are more li

51、kely to listen to a presentation that: active listening version 1.1 5/96 send reinforcements were going to advance confusion distortion active listening level of listening hearing with half an ear giving into day dreams and fantasies exploring tangents zapping essentially passive drifting in & out appearing to pay attention and listen intently hearing words but not making the effort to understand the speakers intent really only slightly concentrating making a bit of an effort the