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1、葡萄王健肠直效行销企划案,提案范围,健肠所面临的问题直效行销目标直效行销创意,四大竞争范畴,必须满足的要求,购买欲竞争,美食娱乐衣着保健,如何满足要求,一般竞争,饮食锻炼保健品医疗,我会买哪种健康产品,品种竞争,补气提神抗衰老补充维生素补血调理肠胃,我会买哪个牌子的健康产品,品牌竞争,昂立一号高博特三株健肠,四大关键问题,品牌知名度大众媒体传播的特长单一诉求建立品牌信赖度产品信息的传递试用重复购买,产品信息,体质的多样性导致问题的个人化健康问题的私密性大众媒体传播无法达成具针对性的诉求完整的信息还应包括问题的重要性起因和解决途径与同类产品的比较使用注意事项等,试用,较易攻破的一环利器:免费邮寄
2、到家机会稍纵即逝提供诱因敦促立即行动,重复购买,取决于使用结果需要提醒提供诱因,现阶段直效行销目标,收集名单,提供样品,引导试用找出高价值家庭,个人化诉求不同使用对象不同问题不同现用品牌促使重复购买,直效行销远景,发展,维持高价值家庭对葡萄王的品牌忠诚度将葡萄王的支出占有率最大化建立葡萄王母品牌的品牌亲和力延伸销售 介绍新产品,直效行销创意,健康身体,幸福生活,欢乐家庭,收集名单,提供样品,引导试用,直效回应广告针对性诉求回应件(附问卷)品类消费习惯人口统计资料个人兴趣等寄回完整问卷,即获得免费健肠一周试用装一份产品内置回应件附问卷寄回完整问卷,即获得“快乐健康家庭手册”及赠送初始积分,找出高
3、价值家庭,个人化诉求,收集回应,输入数据库分析对象,找出高价值家庭后续邮件-“快乐健康家庭手册”每户家庭单独编号内容针对个人诉求推出消费累积活动赠送初始积分,促使重复购买,消费累积活动累积方法:自动电话中心-输入编号,输入产品序列号(随机暗码)奖励:与其他企业合作,针对不同对象提供以家庭生活为中心的实物与折价券信用卡公司旅行社,航空公司餐馆主题公园其他保健类产品,促使重复购买,定期沟通健康知识积分的通知新奖励的推出其他产品,操作流程,Pre launch stage,Launching stage,Post launch stage,Select Media,Offer,Develop Cre
4、ative materialLaunch Ad,Follow up mailingMail a product sample to respondentsUpload customer dataSegment&Profile customer dataContinue dialogue with targeting message,Update customer data into a database system,Process&Responsibility,Program schedule,Cost Estimate,For a launch direct response advert
5、isingDM planning cost25,000Direct Response Press AdvertisingCreative concept20,000L/O&Copy writing20,000Finished A/W 1,200Database Management(e-Bridge)(800,000)Tax&Management fee 50,000Media cost Total,Benefits of Direct Response Advertising,It is the fastest way to start in mail order campaign.It u
6、sually generates action more quickly and at lower cost than a mailing at the first stage.It can be measurable and accountable in terms for response,and in the generation of customers lists and data,Direct Response Advertising,JK99121,Print a code to help tracking where the responses came fromAssign
7、a different media with a different code,Toll free number800-2888-8888,Targeting messageCall for actionImmediate and clear cut benefits of the product,A big picture of DR advertising,It can be seen in a mass medium form such as press ad,magazine ad,radio commercial,TV commercial(DRTV).It is not a gen
8、eral press ad with attached couponIt is useful and cost effective when is used to generate customer lists and data.It contains more targeting message than general advertising.It stimulates targets to act on advertising within period stated or triggers them with some incentivesIt always seeks some form of responses,for example attached coupon in the ad for target to complete and return then receive an offer,or offering a toll free number in the ad.,
