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1、国美单品促销活动提案,目 录一背景二品牌三活动方式四.产品卖点和核心促销信息四主题内容（主题游戏及节目展示）五.国美配合要点六.现场执行要点七.礼品清单附件小礼品推荐,活动背景,7、8月是家电的销售旺季，必将掀起一轮家电销售的高潮，众多家电新品销售如何在这即将到来的销售高峰中占据主动，在众多品牌的促销信息中脱颖而出？！,在媒体紧缩的情况下如何通过下线活动，公关进行新品推广，达到甚于媒体宣传的效果，进行口碑营销？！,各大厂商如何借助暑期有效推广品牌？！,？,国美品牌,长虹、TCL,康佳、联想,创维、美的,彩电、冰箱、空调、数码产品、手机、洗衣机,国美品牌,7、8月是家电厂商销售的黄金时间，不同价
2、位、不同品牌的产品都需要推广,以电视机为例,活动方式,时间、地点x月x日 国美门店,活动为1地1天3场，每场活动约1小时25分钟，分别为：10:00-12:0013:30-14:5515:30-16:55,（可根据实际情况现场调整）,活动方式,活动方式,新机展示,有奖问答,产品推广,模特秀,主题游戏,歌舞表演,魔术,流程举例,09:30 10:00 热场10:00 10:05 劲舞（开场）10:05 10:10 主持人开场白10:10 10:15 促销信息传播及现场有奖问答10:15 10:25 主题游戏10:25 10:30 歌手演唱10:30 10:45 主题游戏10:45 10:50 新
3、产品rap说唱表演10:50 10:55 模特新品展示 10:55 11:15 主题游戏11:15 11:20 电声小提琴演奏11:20 11:35 魔术表演11:35 11:45 促销知识有奖问答11:45 11:50 风情舞蹈11:50 11:55 乐队演出12：00 主持人结束语（此以一场活动为例）,产品卖点核心促销信息,产品卖点和核心促销信息主推产品：以长虹空调为例核心促销信息：“长虹焕凉一夏”购买xx全线产品任意一款，均有好礼相送购买xx系列送仿真光电鼠标购买xx系列送时尚漆皮拎包购买xx系列无线多功能音箱购买xx系列送凉垫购买xx系列送潮流先锋背包购买xx系列送时尚酷背包,“逍遥配
4、”游戏阐述：主持人邀请数位观众上台，拿出数部xx产品模型，然后主持人开始逐条念出其中一款的功能特点和特征台上观众根据自己的判断从展示台拿自己认为正在被描述的那款产品模型与之匹配，观众必须在主持人念完之前匹配到一款自己认定的型号在主持人念完之前，观众可以更换一旦正确的型号被某一位观众拿定，游戏终止主持人向其询问选择的原因，同时该观众胜出。意 义：游戏结合产品和产品功能加深消费者对xx新产品的功能记忆和亲近感,主题游戏,“左右左”游戏阐述：主持人邀请数位消费者上台并给消费者各发一张KT写真板，主持人随意说出一个xx产品的型号，消费者判断该型号有没有自己手中卡片上的功能，判断有该功能靠右边站定，判断
5、没有靠左边站（很多判断犹豫不定的消费者则会左右的跑，场面很滑稽，导致全场氛围很好）。判断错误的消费者被淘汰，台上剩余消费者重新抽卡片，主持人重新说出一种机型，重新判断。意 义：使现场互动起来，使现场气氛活跃，吸引更多的人气，游戏设置充分结合产品的特点，加深目标受众印象和理解,主题游戏,模特展示模特着装风格清新活力，给人以时尚或青春的气息模特或背或拿促销买赠礼品并手持本次活动的促销机型，以欢快的步伐，三三两两上台展示音乐轻快、活泼,节目内容,现场顾客要求进行手机维修或状告手机质量问题解决方法：好言安抚顾客送上一份礼品强调摩托罗拉公司完善的售后服务体系，可建议顾客到质量服务中心用专业设备进行检测，
6、打消顾客的顾虑将当地的摩托罗拉全质量服务中心的地址及电话告知顾客，强调那里的回答更专业、更具权威 针对现场提出敏感问题或苛刻要求者解决方法：尽量将此类顾客请离现场送上一份礼品耐心了解问题原因，予以圆满解释,紧急情况处理,现场顾客较少，无法正常开展活动解决方法：在征得店方同意的情况下适当扩大宣传范围由被动等待变为主动邀请，以便达到更好的宣传效果在征得店方同意的情况下尽量将易拉宝和相关展示物品放在醒目位置物品的损坏及消耗解决方法：对于物品意外的损坏或丢失要有必要的考虑和准备。如展柜的碎裂，抽奖箱的损坏，模型的丢失等。要能及时修补或有备用品对于相关制作品，要事前作好必要的调试。如果临时出现故障要能及
7、时修理或有备用措施对于易耗品如礼品、宣传资料等在事前要有充分的估计。现场要随时做好监控和检查。应提前发现不足，立即补充数量每天活动结束后必须将所有物品列出清单，并由监控方人员签字确认,紧急情况处理,天气情况解决方法：在征得客户的同意下暂停活动同客户商定改期举行的时间和地点城管干涉解决方法：立即通知店方和客户人员适时暂停活动耐心向城管人员询问原因送上礼品,紧急情况处理,请求国美支持配合内容 前期准备阶段，国美需要确认物品清单里由厂家提供的物品，包括宣传品、模型、等等 主题礼品由国美提供，主要是在路演的游戏中使用（数量见清单）人员配合（促销员、产品讲解人员）执行地场地申请、报批、协调、电源落实城管
8、协调、公共权利协调解决夜间场地安全,国美配合要点,前期准备事先按物品清单上的要求向国美落实所需要的设备及物品检查所有道具的情况，保证完好性，保证正常使用提前确定场地/电源，尽量提前布置场地和调试以及人员彩排,现场执行,现场安排(1）岗位职责活动现场由执行方全面负责，支持方各工作人员应明确各自职责并确保负责部分的正常运行(2)物品管理活动前由执行方清点活动物品数量看是否与计划一致控制和监督物品的使用情况，避免出现丢失或损坏(3)宣传资料管理活动前由执行方清点资料数量看是否与计划一致按计划地发放宣传品(4)人员及游戏设备管理活动期间由执行方清点、运输、安装、调试，通知管理现场演绎人员,现场执行,礼
9、品使用统计清单,THANKS!,&,In the beginning was the ideaIdea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bou
10、ght,we have all wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,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 th
11、e target audience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New In
12、formation,New Information orRearrange Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,What f
13、rame of mind are they in?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Ap
14、athetics 冷漠型,WHY?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以
15、前看过Non-expert to expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,What you have to
16、do你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emoti
17、onally 事实而非情感,Enthusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,Exercise:Paperclip,ONE CORE IDEAO
18、UR MAIN MESSAGE,Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap
19、/Summarise(what Ive told you)Meaning/action what I want you to do or understand as a result,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension
20、since last study,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Per
21、suasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do something about itRelaunch-New
22、packaging-New flavours-New advertising,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU?EXERCISE,Brand has lost its way recently,but we canturn it around quicklyRelaunch-new packaging,new flavours,new advertising*Regain distribution
23、*Leapfrog competition*Preferred brand with consumers*Increase price and margin*_*_*_Lets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert(Quotes)Example
24、Statistics/Facts,Five Kinds of Evidence,Personal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Allows you to exaggerate a point without offending the intelligence of your audience.Judgement
25、 of expert(Quotes)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/FactsWhat we usually think of as evidence.Visualise statistics if you can.,Slow Build to a Grand
26、Finale,Intro,Background,Slow Build to a Grand Finale,Strategy,Slow Build to a Grand Finale,Rationale,Slow Build to a Grand Finale,Idea,Slow Build to a Grand Finale,AnyQuestions?,Slow Build to a Grand Finale,Here It Is and We Are Excited,Intro,Idea,Here It Is and We Are Excited,How we got there?,Here
27、 It Is and We Are Excited,Why its right?,Here It Is and We Are Excited,Any Questions?,Here It Is and We Are Excited,The Tell em Format,Tell em what youre going to tell themTell emTell em what youve told themEnsures three exposures to the main message,Planning Cycle Format,Matching Your Communication
28、 Style to Your Clients Preferred Thinking Mode,Version 1.0 5/96,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpres
29、sInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,Down Right,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,Eye Movements,One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.
30、If you dont some will feel excluded.,How to Develop Trust,Exercise:Paperclips Revisited,Five Step Model,Act,Adopt,Present,Prepare,Plan,You can never bore someone into buying your idea,Five Step Model,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Listen,People are More Likely to Listen to Someone
31、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 is generally in keeping with their expectations.Presents in a lively way.Knows when to stop.,Is clearly or
32、ganisedShows the idea clearlyExplains and interprets itEmphasises key and difficult pointsBrings the points to lifeEncourages and responds to questions,Listeners are more Likely to Listen to a Presentation that:,Active Listening,Version 1.1 5/96,Send reinforcementswere going to advance,Send three an
33、d four pence were going to a dance,Confusion,Loss of detail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENING DISTORTION,RECEIVED,Distortion,Active Listening,Tracking words,Drifting in and out,THE KEY IS TO LISTENAPPROPRIATELY,Level of Listening,Hearing with half an earGiving into d
34、ay dreams and fantasiesExploring tangentsZappingEssentially passive,Drifting in&out,Appearing to pay attention and listen intentlyHearing words but not making the effort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndrome,Tracking words,P
35、aying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,AgencyAttentionLevel,Time,AgencyAttentionLevel,Time,X,AgencyAttentionLevel,Time,X,X,Blue Dress,AgencyAttent
36、ionLevel,Time,X,X,X,X,X,X,The Rehearsal Curve,Blue Dress,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Cur
37、ve,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.,Listening:Summary,They judge that the presenter really cares about
38、their businessThe idea seems right because of the support offeredMajor concerns have been satisfactorily addressedTheir input has been incorporated in some way into the idea,People Are More Likely to Accept Ideas when:,Five Step Model,Act,Adopt,Present,Prepare,Plan,They are asked to act on itThe act
39、ion required is not too much troubleThey have previous positive experience with the originator of the ideaIt meets their needs better than other optionsThe benefits to them outweigh the risksThey will be part of the implementation process,People Are More Likely to Act on an Ideas when:,What we bring
40、,What is expected,Preparing the way,What we bring,What is expected,Find ways toreframeexpectations,Find ways topresell the idea,Preparing the way,What we bring,Preparing the way,AnticipateThink throughPrepare,Most are highlypredictable,What we bring,Preparing the way,Know who they areKnow what we wa
41、nt from themHave decided our core idea and supportsHave worked out how to prepare the way THEN WE ARE PREPARED TO GO OUT AND FIGHT THE REAL ENEMY,Once we.,Ourselves,The frame of BuyingImpeccable logicEnergy&enthusiasmBe Yourself,Act,Adopt,Present,Prepare,Plan,Know when to stop,&,In the beginning was
42、 the ideaIdea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bought,we have all wasted our time如果idea没
43、卖掉,我们都浪费了时间,IS WEL2-7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,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?,A
44、ct,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New Information orRearrange
45、Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,What frame of mind are they in?他们的心态是什麽?,*Ap
46、athetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics 冷漠型,WHY?为何?Poisoned by previo
47、us presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to expert 非专家做专家提案Subord
48、inate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,What you have to do你得怎麽办?,找出他们对你有敌意的原因显示你了解他们的处境建立共通的关注
49、焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感,Enthusiasts 热情派,WHY?为何?A
50、lready sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,Exercise:Paperclip,ONE CORE IDEAOUR MAIN MESSAGE,Many different possibl
