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1、奥迪品荐二手车标准展厅巡展活动CKD-北京站GIGO 2012/3/26,活动策略活动概述活动具体方案活动预算,目录,执行筹备,2012年3月19日至23日，我们针对2012奥迪品荐二手车标准展厅品牌活动的7家展厅(CKD)进行了电话&到店沟通与调研，力求将方案构思与经销商端实际需求相吻合，达到活动的效果最大化。,基于此，我们设计方案，执行活动：通过统一7站形象“品荐汇”达到品荐二手车品牌的提升；通过外场招募提高展厅高质量的集客；通过新颖的展厅内活动让嘉宾了解二手车业务。,巡展活动 目的及意义,规模性：阵容更强大、人群更广泛、场面空前、营销影响更加深远品牌性：快速提升品牌形象，建立良好口碑 需
2、求性：亲身体验交易过程，最大化促进消费需求的快速达成传播性：品牌基础更扎实、参展车辆更全面、推广渠道更优质、展示形式更丰富现场性：高品质布展突显奥迪品荐的品牌档次和产品品质，最大化吸引精准用户到场观展政策性：购车更优惠、激励更强劲、奖品更丰富（建议）、效果更理想,强集客,显尊贵,促销售,活动宣传、招募,户外商圈巡展,业务介绍及试驾,参观互动表演,生活方式与文化体验,递进的“品荐”环节，缔造品牌的文脉之旅,置换优惠等促销政策,活动策略,主视觉A-基因篇,活动目的活动概述活动具体方案活动预算,目录,活动主题：品荐汇2012北京寰宇恒通奥迪品荐二手车品牌体验之旅活动人员：二手车主（卖方）、潜在客户（
3、买方）、媒体活动时间：5.16-5.19活动形式：展厅参观、表演、业务展示、无底价拍卖、抽奖、展厅参观、自由品鉴其它站排期：,活动基本信息,3.辽宁奥通,2.天津中乒北奥,4.南京朗驰苏奥,5.浙江奥通,6.苏州一汽,1.北京寰宇恒通,物料路线1物料路线2原定路线,注：同时准备两套物料，以缓解活动中物料运输压力,7.成都新元素,活动日程安排,Day2,Day1,巡展招募,展厅活动,巡展招募+展厅体验,奥迪品荐汇 2012北京寰宇恒通奥迪品荐二手车品牌体验之旅,Day3,Day4,巡展招募,巡展招募,AM+PM车辆展示业务介绍(产品/业务展板)报名征集,PM自由品鉴+表演；业务&展厅参观+互动无
4、底价拍卖+抽奖,总部&经销商执行分工,总部职责,区域职责,招募点展具制作、运输展厅内氛围布置展厅外氛围布置展厅体验活动执行印刷品制作礼品&奖品,招募点招募执行招募点场地租赁（1处）展厅活动场地提供展车提供展厅公路试驾执行、试驾车辆提供嘉宾邀约前期宣传（10万元）,活动策略活动概述活动具体方案巡展招募展厅体验活动活动预算,目录,活动具体方案巡展招募,面积要求：面积需大于100平方米地点要求：繁华商圈、广场或展会人流要求：人流量不小于10万人次/天,招募点数量：1个/活动城市招募点场地建议：,活动具体方案巡展招募,在三辆待拍卖展车旁安放拍卖倒计时展板，传播“无底价拍卖”噱头，吸引目标受众关注活动,
5、招募亮点：,无底价拍卖,招募点效果图,洽谈区,展车区,展车信息,招募点效果图,招募点效果图,活动具体方案巡展招募,招募资源配备及具体工作：,经销商销售顾问4人：9:00AM7:00PM，在招募点进行嘉宾资料收集、二手车业务介绍、业务/产品资料发放等工作。销售顾问以2人为一组进行换班。,1、人员配备,总部提供：展具1套、活动报名表经销商提供：展车1辆（车型自定，颜色为鲜亮、醒目的颜色）、业务/产品资料若干,2、物料配备,活动具体方案巡展招募,现场招募工作细则描述,您好，欢迎来到2012北京寰宇恒通奥迪品荐二手车品牌体验之旅的招募现场，请坐我是XXX，非常高兴为您服务请详细填写报名资料，非常感谢您
6、的参与，您的资料我们会严格保密，请您放心请您的手机保持开机状态，注意查收短信，以免遗漏感谢您参与本次活动，请慢走,非展出时间段，展车将覆盖车衣如遇雨雪天气，须用车衣覆盖展车以两天为一个保养周期，由维护技师对展车进行外观护理保养遇雷雨扬沙等极端天气，护理周期变为一天展车钥匙由维保人员统一保管,活动具体方案巡展招募,现场招募工作细则描述,服务规范,作息管理,所有现场的招募表，宣传资料，笔等，招募箱统一管理，专人负责雨伞，饮用水，外套，坐垫等物品统一管理,禁止工作人员现场用餐，实现交替用餐制工作人员就餐实行就近用餐原则，禁止食用异味食品,活动具体方案巡展招募,展区由工作人员自行维护垃圾统一装袋（可降
7、解垃圾袋），投入附近垃圾箱展区内设置小型垃圾箱,现场招募工作细则描述,服务规范,作息管理,接待人员在客人来到时须起立说问候语回答客人提问时语速要放缓，严禁冲撞客人送别是说送别语所有招募表填写完毕后投入密闭的招募箱，统一回收工作人员负责现场秩序维护及资料发放接待人员着正装，工作人员着统一的工作服装,工作时间 9:0019:00 休息时间 12:00 13:00,活动策略活动概述活动具体方案巡展招募展厅体验活动活动预算,目录,品荐汇展厅效果图1-1层,签到区,定时开放品荐区,VIP区,展车区,品荐汇展厅效果图2-1层,签到区,定时开放品荐区,VIP区,展车区,品荐汇-接待区-1层,品荐汇-VIP休
8、息区-1层,品荐汇-茶歇区-1层,品荐汇-生活品荐区-1层,品荐汇-生活品荐区-1层,品荐汇-主会场-2层,品荐汇-主会场-2层,品荐汇-店外布置,品荐汇-展厅外围宣传,活动具体方案展厅体验活动,活动流程,接待区：接待客户的签到工作，确认个人信息后发放胸卡。茶歇区：活动现场将设置冷餐茶歇区，嘉宾们可在参与活动的同时享用中西精致美食，与来宾自由交流。表演区：外籍乐队演奏，与嘉宾互动，营造轻松愉悦的氛围。,活动具体方案展厅体验活动,签到,活动具体方案展厅体验活动,业务展示业务流程及内容介绍,二手车总监介绍二手车团队，讲解服务流程销售顾问介绍咨询服务内容评估师介绍并现场演示车辆评估（270项专业检测
9、）信息员协助展示车辆信息,活动具体方案展厅体验活动,专业人员为嘉宾讲解汽车保养及保值方面的知识。,业务展示爱车课堂,活动具体方案展厅体验活动,业务展示无底价拍卖,内容：主持人介绍拍卖车辆（Q5、A6L、A4L）参与活动嘉宾现场拍卖（零元起拍，上不封顶，最低增价2000元）以最高出价成交交车仪式:区域领导与用户交接象征归属的钥匙牌。,活动具体方案展厅体验活动,业务展示互动游戏1拼图游戏,将现场嘉宾分为20组，每组4人；将“接待流程图”打乱，同时让各组人员进行拼接；用时最短且拼接正确的小组获胜。,游戏介绍,游戏奖励,游戏获奖取前六组成绩最好的前三组，每人奖励奥迪车模一台；后三组每人奖励奥迪电脑包一
10、个。,活动具体方案展厅体验活动,业务展示互动游戏2评估预测,邀请6名嘉宾分为2组每名成员用肉眼对车漆进行检查判断，在有问题的地方做出标记用时最短且找出毛病最多者获胜,游戏介绍,游戏奖励,对冠军嘉宾奖励奥迪车模一台,活动具体方案展厅体验活动,展厅品鉴展厅参观,评估区,翻新区,交车区,维修车间,接待区,参观内容：接待流程、标准介绍,参观内容：魔术翻新介绍、演示,参观内容：维修,参观内容：评估演示,参观内容：交车间参观、促销政策介绍,活动具体方案展厅体验活动,展厅品鉴二手车与新车的对比,专家对新车与二手车进行对比，请嘉宾猜测二手车价格，突出二手车与新车差别不大，但性价比却极高。,活动具体方案展厅体验
11、活动,展厅品鉴奢侈品品鉴+产品体验,奢侈品展示：国际一流奢侈品牌最新产品展示奢侈品互动体验：雪茄品鉴、茶艺品鉴、奢侈品品鉴建议品牌：雪茄-Punch 奢侈品-LV,静态讲解：销售顾问结合展车向感兴趣的嘉宾进行产品讲解动态体验：嘉宾自由参加产品店端试驾（路线选择展厅附近公路）,1、奢侈品品鉴,2、产品体验,以奢侈品品鉴，强化二手车“尊贵”印记自由品鉴奢侈品的同时，嘉宾可自由参与二手车公路试驾,活动具体方案展厅体验活动,置换政策,建议经销商推出几项二手车的置换政策，促进现场成交。,每次成交之后，主持人即公布成交情况，渲染热烈的购车氛围。,1、置换风云榜,将置换成功的车主名字写入“置换风云榜”，渲染
12、热烈的气氛。,2、广播报捷,置换送礼品（油卡、车险、礼包等）新车置换，以评估价格为准，找补差价,3、政策建议,活动具体方案主持人推荐,推荐一,推荐二,主持经历：奥迪北部区品荐二手车品牌体验之旅 中央电视台二套为您服务栏目主持人 中国教育电视台中国职场栏目主持人,推荐理由：形象大方典雅，主持风格稳重，有丰富的主持大型活动经验,主持经历：Audi 品荐之星2010经销商二手车业务竞赛启动仪式北京奥迪汽车经销商客户交流会 北京电视台全国首届超级汽车宝宝秀大赛北京总决赛,推荐理由：阳光时尚不失稳重睿智，轻松幽默兼具儒雅内涵,活动具体方案乐队推荐,外籍乐队,主持经历：2011年7月非常6+1 非常明星2
13、011年3月8日CCTV星光大道冠军2010年大连爵士音乐节特邀乐团2010年长白山奥迪冰雪试驾活动特约演出嘉宾2010年梅赛德斯-奔驰新车发布会特约演出嘉宾,推荐理由：完美国际声线的他们，在国外各自有着辉煌的演出经历。演出风格大气，活力动感。,活动具体方案展厅体验活动,抽奖,嘉宾签到顺序的号码为兑奖号码，由嘉宾现场抽取5名嘉宾，颁发幸运奖品,奖品推荐,奥迪长钱夹,电子相框,活动具体方案互动游戏礼品推荐,奥迪车模,奥迪电脑包,活动具体方案普发礼品推荐,奥迪烛台,奥迪茶具,活动具体方案成交礼品推荐,奥迪R8袖口,奥迪腕表,嘉宾生病,在饮食和住宿上的特殊要求,个人时间观念不强造成流程滞后,活动具体
14、方案应急预案,预设消防设施，提前规划好安全通道；成立紧急救援小组；定期对场地进行维护,定时维护供电设备，并设置备用发电机,提前与当地气象部门沟通，作室内活动备份，并准备雨具，妥善安排活动人员,火灾隐患,停电,天气情况可能影响室外活动的顺利进行,活动具体方案应急预案,谢谢!,Audi Refined Recommendation Used Car Standard Showroom Exhibition Tour(CKD)-BeijingGIGO 3/26/2012,StrategyOverview Concrete Plan Budget,Contents,Preface-preparatio
15、n for execution,From Mar.19 to 23,we did a survey on the 7 participating showrooms of 2012 Audi Refined Recommendation Used Car Standard Showroom Brand Activities through phone calls and shop visits,to try make the event plan match with dealers actual conditions and maximize the event results.,We de
16、signed the plan and execute the event basing on the survey：Improve refined recommendation used car brand through standardizing the event image of 7 stations;Increase customers gathering at shops through outdoor recruitment;Let guests learn about used car business through innovative showroom activiti
17、es.,Purpose and significance of the exhibition tour,Scale：with larger scale,wider participating groups and deeper marketing influence.Branding：improve brand image rapidly and establish good reputation.Demand：allow customers to experience transaction process in person to promote consumption demands t
18、o the biggest extentCommunication：with solid brand foundation,complete show cars line-up,high-quality promotion channels and more display forms.Onsite：high-quality set-up will show the grade and product quality of Audi refined recommendation brand,attracting accurate customers to the site as many as
19、 possible Policies：with lower sales prices,stronger incentives,more diversified gifts(suggest)and more ideal result.,Enhance customers gathering,Show sophistication,Promote sales,Event publicity and recruitment,Outdoor exhibition in business areas,Business introduction and test drive,Enjoy interacti
20、ve shows,Life style and culture experience,Step-by-step refined recommendation demonstrates brand culture development,Replacement promotional polices,Strategy,Key visual A-gene chapter,StrategyOverview Concrete Plan Budget,Contents,Theme:Appreciation of Fancy Cars&Noble Life-2012 Beijing Huanyu Heng
21、tong Audi Refined Recommendation Used Car Brand Experience TourParticipants：used car owners(sellers),potential customers(buyers)and mediaTime:May 16 to 19Form:showroom visit,shows,comparison of new and used cars,business demonstration,no-reserve auction and lucky draw.Schedule of other station：,Even
22、t basic information,Concrete plan-schedule,Day 2,Day 1,Recruitment,Showroom activities,Recruitment+Showroom experience,Appreciation of Fancy Cars&Noble Life 2012 Audi Refined Recommendation Used car Brand Experience Tour,Day 3,Day 4,Recruitment,Recruitment,AM+PMCar display Brand TVC playing Introduc
23、tion to businesses Registration,PMfree appreciation+showbusiness&showroom visit+interaction no-reserve auction+lucky draw,Concrete plan-duty division of HQ&dealers,HQ duties,Regional duties,produce and transport exhibition materials for recruitment stations showrooms interior set-upshowrooms exterio
24、r set-upexecute showroom experience activities produce printing materials Gifts and prizes,execute recruitment rent the venue for recruitment station(one)provide venue for showroom activities provide show cars execute highway test drive and provide test drive vehicles invite guests early-stage publi
25、city(RMB100,000),活动策略活动概述活动具体方案巡展招募展厅体验活动活动预算,目录,Concrete plan-exhibition tour recruitment,Area:it should be bigger than 100Location:prosperous business areas,plazas or exhibition centers Visitor flow:should not be less than 100,000 person-time/day,Suggestion on the venue of recruitment station,Conc
26、rete plan-exhibition tour recruitment,Put a countdown timer near the 3 cars to be auctioned,and communicate the to gimmick of no-reserve auction to attract audiences attention.,Recruitment highlight:,无底价拍卖,Recruitment point design,Recruitment point design,Recruitment point design,Concrete plan-exhib
27、ition tour recruitment,Resources needed for recruitment and detailed work:,Four sales consultants of dealer：collect guests info on recruitment station,introduce about used-car business and hand out business/product publicity materials etc.,from 9:00 AM to 7:00 PM.Sales consultants take a shift in pa
28、irs.,1.Personnel,HQ provides：one set of exhibition equipment and registration forms Dealers provide：One show car(determine model on ones own,choose bright and bold colors)and some business/product publicity materials,2.Materials,Concrete plan-exhibition tour recruitment,Working instructions for onsi
29、te recruitment,Welcome to the recruitment station of 2012 Beijing Huanyu Hengtong Audi Refined Recommendation Used Car Brand Experience Tour,please have a seat.I am XXX,I am very glad to serve you.Please fill out registration form carefully.Thanks for your participation,we will keep your info confid
30、ential,please dont worry about that.Please keep your mobile phone on for fear of message missing.Thanks or your participation,goodbye.,Put cover on cars during non-exhibition periodPut cover on cars in case of rainy or snowy daysMaintainers maintain the car once two daysMaintain cars once a day in c
31、ase of extreme weather Show cars keys kept by maintainers,Concrete plan-exhibition tour recruitment,Working instructions for onsite recruitment,unified management on onsite recruitment forms,publicity materials,pens,recruitment boxes,umbrellas,drinking water,coats and cushions.,Staff should have mea
32、ls in turns and may not have meal on site.Staff should have meals nearby their working place and may not eat smelly food.,-Dialogue guidance-Car maintenance-Spar parts management-Catering management-Cleaning-Service specification-Work rest management,Concrete plan-exhibition tour recruitment,Staff m
33、aintain exhibition area on their own Put garbage in bags and throw to nearby garbage cans.Place small garbage can in exhibition area,Working instructions for onsite recruitment,Reception staff should stand up and say greeting words when guests arrive.Speak slowly when answering questions,and talk po
34、litely.Say goodbye when guests leave.Put recruitment forms into a sealed box for unified collection.Staff in charge of maintaining onsite order and handing out materials.Reception staff wear formal clothes and staff wear unified clothes.,Working time:9:0019:00 Rest time 12:00 13:00,-Dialogue guidanc
35、e-Car maintenance-Spar parts management-Catering management-Cleaning-Service specification-Work rest management,活动策略活动概述活动具体方案巡展招募展厅体验活动活动预算,目录,Rendering of showroom-1st floor,Sign-in area,Appreciation area,VIP area,Show car area,品荐汇展厅效果图1-1层,签到区,定时开放品荐区,VIP区,展车区,Reception area-1st floor,VIP rest ar
36、ea-1st floor,品荐汇-茶歇区-1层,Life appreciation area-1st floor,品荐汇-生活品荐区-1层,品荐汇-主会场-2层,Major venue-2nd floor,Outdoor set-up,Showroom peripheral publicity,Concrete plan-showroom experience activities,Event flow,Reception area：Confirm personnel info and hand out badges to guests after guest sign in.Coffee-b
37、reak area：Onsite coffee-break area allows guests to enjoy delicious food while talking with other people.Show area：Violin performance allows guests to interact with performing artists,which helps cultivate a enjoyable atmosphere.,Concrete plan-showroom experience activities,Sign in,Concrete plan-sho
38、wroom experience activities,Activity content-business demonstration,Used car director and his/her team demonstrate used car business working process and operation standards.,Concrete plan-showroom experience activities,Activity content-comparison of new and used cars and car care class,Experts compa
39、re new and used cars,invite guests to guess prices,and emphasize that there is less difference between new and used cars,yet used cars have high cost performance.Professionals share some knowledge on car value maintaining.,Concrete plan-showroom experience activities,Activity content-no-reserve auct
40、ion,Content:Host introduces the cars to be auctioned(Q5,A6L and A4L)Guests attend the auction on site(start at RMB0,no limit on top price,minimum increase of RMB2000 each time)Deal at the highest offer Car delivery ceremony:Regional leader hands over the car key to the buyer symbolizing the ownershi
41、p of the car.,Concrete plan-showroom experience activities,Activity content-interactive game 1-jigsaw puzzle,Divide guests into 20 groups,4 of each group;Mix the reception-flow pieces randomly and ask each group to do the puzzle.The group finishing fastest will win.,Game introduction,Awards,There ar
42、e awards for top 6 groupsAward a car model to each member of top 3 groups.Award an Audi bag to each member of other three groups.,Concrete plan-showroom experience activities,Activity content-interactive game 3-appraisal forecast,Invite 6 guests and divide them in to 2 groups.Each person uses naked
43、eyes to check car paint and mark at defective spots.The person who finds most defective spots within the shortest time will win.,Game introduction,Awards,Award an Audi car model to the champion.,Concrete plan-showroom experience activities,Activity content-showroom visit,Appraisal area,Renovation ar
44、ea,Delivery area,Repair and maintenance shop,Reception area,Visit content：Introduce reception process and standards Interactive game:Divide guests into groups to finish the Jigsaw puzzle of process.,Visit content：Introduce and demonstrate magic-like renovation,Visit content：Repair and maintenance In
45、teractive game:Guests take part in spray gun assembly competition.After that,B&P technicians perform blind-folded assembly of spray gun.,Visit content：Demonstrate appraisal Interactive game:Guests appraise cars with naked eyes,and those who give the same result with that given by appraiser will get
46、a gift.,Visit content：Visit car delivery shop and introduce promotion policies.,活动具体方案展厅体验活动,展厅品鉴二手车与新车的对比,专家对新车与二手车进行对比，请嘉宾猜测二手车价格，突出二手车与新车差别不大，但性价比却极高。,Concrete plan-showroom experience activities,Activity content-appreciation of articles of luxury+product experience,Display：display the latest pro
47、ducts international top luxury brandsInteraction:cigars and tea appreciation and maintenance of articles of luxury,Emphasize the noble mark of used car through appreciation of articles of luxury,Static introduction:sales consultant introduces product to guests Dynamic experience：guests take part in
48、test drive at terminal shop(choose the highway near the showroom),Besides appreciate articles of luxury,guests may take part in used car highway test drive at the same time.,1、Appreciation of articles of luxury,2、Product experience,Concrete plan-showroom experience activities,Activity content-replac
49、ement policy,Suggest dealers adopt several used car replacement policies to promote onsite transaction.,Host announces transaction status after each dealing to exaggerate atmosphere.,1.Replacement ranking list,Write the names of the car owners who successfully realized replacement on the ranking lis
50、t to exaggerate atmosphere,2.Dealing report,Give gifts(oil card,car insurance and gift packages etc.)New car replacement depends on appraisal price,and price difference should be filled.,3.Suggestion on policies,活动具体方案主持人推荐,推荐一,推荐二,主持经历：奥迪北部区品荐二手车品牌体验之旅 中央电视台二套为您服务栏目主持人 中国教育电视台中国职场栏目主持人,推荐理由：形象大方典雅，
