（营销）江铃重卡巡展方案(文案)课件.pptx

1、密级:机密机密公司简介 商业计划书 创业计划书 节日庆典 新品发布会 创业融资 项目介绍 PPT模板 策划PPT 项目汇报 市场营销 活动策划 工作计划 策划书 营销管理 节日策划 推广策划 策划方案 商务策划 工作汇报 企业报告 企业宣讲 校园宣讲 总结报告 总结汇报 个人总结 工作总结 工作报告 模板深圳高大尚实业有限公司深圳高大尚实业有限公司20 重卡巡展推广计划20 HT Roadshow Promotion Proposal2 媒体通稿的支持Press Release 地面物流园区的活动Activates on logistics park 自媒体持续传播Constant self-

2、media propagation传播支持Communication Support巡展任务 Mission of Road Show1.维持品牌热度和传播品牌理念Maintain popularity of brand and diffusion of brand concept2.深度传播产品的利益点和近距离体验鉴证新一代重卡In-depth diffusion of product selling point and close experience of this new truck 3.加强经销商信心和给招商制造音量支持Strengthen dealers confidence an

3、d offer support to attract investment我们的任务是Our missions are3巡展活动重点Key Points Of Road Show4传播产品卖点Diffuse selling point与经销商及潜客充分互动Sufficient interaction with dealers and customers传播品牌理念Diffuse brand concept江铃重卡是关心卡友的品牌，是有人文关怀的品牌 HT is a brand who cares about truck drivers and has humanistic concern.消费

4、者需要被关心英雄休息一下 向英雄致敬Hero need a restShow respect to the hero人文关怀的重卡品牌Brand withhumanistic concernThe consumers need to be cared123源于福特发动机技术Ford engine technology更省油的新一代重卡The most fuel-efficient new truck节油，耐久，外观等fuel efficiency,durability,appearance&interior 在经销商区域的物流园区举办Hold on logistics park where d

5、ealers are 在产品上市前与经销商的潜在消费者提前展示及体验产品Show the product and close experience to dealers potential consumers before Launch 厂方专员与消费者介绍产品优势 workers introduce the product superiority to consumers给予现有经销商大力支持Strongly support to dealers5大篷车外部效果图 Caravan Appearance Design Sketch根据迪斯尼反馈调整中大篷车设计及内部规划大篷车设计及内部规划8材

6、质建议 Material suggestionscreen:P3LEDCeiling:stoving varnishCeiling lamp:steel structure,canister lightlogo:foamed plasticphoto:printstage lampstage:steel structure,spray lacquercarpet:red loop-pile carpetlogo:foamed plasticlogo:foamed plasticphoto:printfoundation:stoving varnish,light pieces in upsid

7、e and downside9自卸车外部效果图 Dumper Appearance Design Sketch根据迪斯尼反馈调整中10其他巡展活动车辆Other Vehicles Use for Road Show4X2 牵引车 Tractor概念赛车 Racing car概念赛车运输挂车 Carrier trailer for racing car二轴低平板半挂车尺寸参数（长宽高）：120003000950mm11现场宣传物料准备Promotion Materials Preparation for activies1:1 钢铁侠模型1:1 Iron man model 区域 Area物料

8、materials主舞台Stage主KV 活动KV 13L 发动机发动机卖点展示背景板brand KVactivity KV13L Engine Engine display message展示区Display area发动机KT板品牌背书KT板五大卖店KT板活动KT板KT board to induce engineKT board to induce brandKT board to induce 5 selling pointsKT board to induce the activity配合物料others产品介绍三折页活动单页扫码台卡Product introduce three f

9、olderFlyerCard on the table to scan Wechat code现场活动区域分布Live Spot Function Layout发动机展示区作用：强化最大产品优势点沟通牵引车展示区作用：产品展示，深度了解（消费者面对面接触产品，可上车体验）赛车展示区作用：吸引眼球,展示江铃重卡的实力自卸车展示区作用：展现江铃重卡产品的多样性活动舞台区作用：展示发动机、播放娱乐视频（复仇者联盟的片子）、主题传播阵地（TVC播放）活动洽谈区作用：供卡友休息及与潜在客户洽谈，扫码及资料填写卖点信息作用：沟通产品卖点品牌信息作用：沟通江铃重卡品牌里面及未来规划Negotiation a

10、reaRest,talk with potential customer,Wechat code,and form the questionnaire.Tractor display areaProduct display,in-depth experience to the product.Selling point messageDisplay product superiority.Brand messageDisplay brand concept and future play.Racing truck display areaCatch consumers eye,display

11、the strength of HT.Dumper display areaShow the diversity of products.Engine display areaEmphasize the biggest product superiority.Stage areaDisplay engine,play TVC,and movie.1213线路规划（前5站）Route planning Taiyuan Liangshan Zhengzhou Shijiazhuang Qingdao Taiyuan Liangshan Qingdao Shijiazhuang ZhengzhouO

12、ption 1Option 2cities distance driver hours 14线路规划Route planning1城市 Arrival1太原 Taiyuan2梁山 Liangshan3郑州 Zhengzhou4石家庄 Shijiazhuang5青岛 Qingdao15线路规划Route planning1城市 Arrival1太原 Taiyuan2梁山 Liangshan3 青岛 Qingdao4石家庄 Shijiazhuang5郑州 Zhengzhou16原先线路规划Route planning11020整体安排20站，公里数200 KM左右,太原为首站出发站,10月上市期间

13、回到太原,中途武汉车展停留Planed 20 sites need to drive 200KM per vehicle,star at Taiyuan,and temporary a out of road show in order to join launch conference and Wuhan CV exhibition城市 Arrival1太原 Taiyuan2沈阳 Shenyang3大连 Dalian4张家口 Zhangjiakou5石家庄 Shijiazhuang6邢台 Xingtai7邯郸 Handan8郑州 Zhengzhou9成都 Chengdu10贵阳 Guiyan

14、g11昆明 Kunming12茂名 Maoming太原 Taiyuan13青岛 Qingdao14济南 Jinan15济宁 Jining16武汉 Wuhan17宿州 Suzhou18合肥 Hefei19六安 Liuan20无锡 Wuxi始发站：太原物流园区（首站）Location:Taiyuan 目的：宣告活动的开始，进行活动的造势.Aim:Declare the start of this road show,gain publicity for the activity邀约：当地和重卡主阵地媒体现场见证Invite:local media and industry media to wit

15、ness.通稿：全国55家进行告知 Press release:55 media17向英雄致敬之首发仪式Saluting to heroesThe start ceremony 巡展启动仪式 Starting ceremony环节 items内容 content时长 last 屏幕 screen备注 comment1主持人开场 Open the show主持人开场、介绍领导及嘉宾Introduce leaders and VIP0200”KV 主持人开场白Host2领导致辞Speech邀请领导登台致辞Leaders speech0300”KV3巡展首站剪彩Departure ceremony领

16、导剪彩0200”KV合影太原站首发流程 Start ceremony Rundown剪彩启动仪式，以领导剪彩形式开启发车Leaders cut the ribbon at the ceremony,and drivers depart.18终点站：南昌物流站（大元）Location:Nanchang目的：宣告活动的结束，进行活动的后续传播.Aim:Declare the end of this road show,gain publicity for the activity邀约：当地和重卡主阵地媒体现场见证Invite:local media and industry media to wi

17、tness.通稿：全国55家进行告知 Press release:55 media向英雄致敬之终点仪式Saluting to heroesThe Ending ceremony 环节 items内容 content时长 last 屏幕 screen备注 comment1主持人开场 Open the show主持人开场、介绍领导及嘉宾Introduce leaders and VIP0200”KV 主持人开场白Host2领导致辞Speech领导登台讲话Leaders speech0600”领导对巡展总结3结束仪式领导齐开香槟恭贺圆满结束0200”KV20年巡展结束南昌站终点流程 Start ce

18、remony Rundown巡展现场活动三原则Three Principles For Live Activities19互动性、娱乐性Interactivity,entertainment关怀+尊重Care+respect深度了解新一代重卡In-depth knowledge of truck英雄出征必须获得省级气象主管部门核发的施放气球资质证作业人员必须获得省级气象主管部门核发的施放气球资格证每站需要提前15天报备太原+南昌站 空飘气球吸引人流Floating balloonCatch the eye物流园区早上司机较多，下午3点后都是留住的司机，因此建议活动安排在早上，具体时间段需根据每

19、个园区的人流量及经销商建议进行调整；Suggest to arrange most activities in the morning,but can be adjust according to the real situation.现场达到一定人流量的情况下，主持人即可开始互动。Host start the interaction part when there are enough audience.活动区域 Area时间 Time内容 Content 经销商到场活动 Dealers Participated舞台区Stage-所有人员到位准备 Ready5min静态展示（LED屏幕循环播

20、放产品TVC）TVC2min主持人开场 Host open the show5min经销商/区域经理讲话 Dealer leader/Regional Sales manager speech5min开场舞蹈 Interactive dance45min消费者互动及礼品发放 Interaction and prize distribution日常现场活动 other time舞台区Stage2min主持人开场 Host open the show5min舞蹈 Interactive dance30min消费者互动及礼品发放 Interaction and prize distribution其

21、他 OhtersLED 大屏 LED screen午饭时段 lunch time电影播放+插播江铃视频 Movie+TVC微信二维码区 Wechat Code全天 all day扫描二维码关注送饮料、打印照片 Scan code to get drink and photo互动区 Rest area全天 all day填写司机需求大调查（寻找英雄梦想）Form the questionnaire(looking for their dreams)发动机展示区 Engine display area全天 all day销售人员配合讲解 sales introduction 样车展示区 Truck

22、 display area全天 all day经销商联合展示和推广 dealers coordination空飘气球 Floating balloon全天 all day空飘气球吸引人流 Floating balloon to attract people21现场活动流程Activity Process每个城市计划前往2个地点进行巡演,每个地点举行2场活动；It will pick 2 place to make the show in every city，and hold live activity 2 time per day;22舞蹈 Interactive dance现场设置舞蹈吸引

23、观众。Dance can be attract audience.现场活动建议Live Mini Games射击英雄Hero of shooting 扔飞镖游戏，每人投5镖，累计分数最多者获胜。Throw dart game.everyone throw 5 times,who gains the highest score is the“hero”获胜者获得江铃重卡英雄奖其他参与者获得参与奖“Hero”win the prize,others gain participation award.规定起始点及重点翻动卡车轮胎，谁用时最短就是“速度英雄”。Turn tire for same di

24、stance.Who uses least time is the“Hero”获胜者获得江铃重卡速度英雄奖其他参与者获得参与奖“Hero”win the prize,others gain participation award.速度英雄Hero of speed23力量英雄Hero of power现场活动建议Live Mini Games为加深消费者对品牌及产品的印象，设置相关问题，主持人提问，观众抢答In order to deepen the consumers impression of brand and product,host ask questions,audience vi

25、es to answer first.智慧英雄Hero of wisdom 大力锤挑战最高分成功就是“力量英雄”。Hammer giant.Who gain the top score is the“Hero”获胜者获得江铃重卡力量英雄奖其他参与者获得参与奖“Hero”win the prize,others gain participation award.微信扫码送饮料+扫码拍照Scan Wechat To Get Drink And Photo24微信扫码关注打印照片 Be our fans,and print your picture in your phone1.扫描机器二维码可以关

26、注到江铃官方微信公众号scan code in the mechine to follow our Wechat.2.在江铃官微上传照片，输入机器号码即可打印照片，（照片上有固定的江铃logo、二维码的相框）upload your picture in your phone,you can print your picture with logo in 2 mins25Tier 1脉动饮料，5元每天发放200个，48站发放9600个Tier 2英雄参与奖(10-20元)Participation award(￥5-20)扫码关注奖（5元）Scanning wechat award(￥5)1.定

27、制大贴纸sticker：每天发放15个，48站发放7202.手机支架（印logo)cellphone holder in car：每天发放15个，48站发放720 3.钥匙包（印logo）key case：每天发放15个，48站发放7204.打火机 20元 cigarette lighters：数量待定奖品发放建议Award Distribute Recommend26大胃英雄、力量等英雄奖(300元)Hero of eating,power awards（￥300）1234Tier 3Tier 4每个城市发放1个，共24个，可作为孩子助学金，家庭旅游金，慰问父母金等英雄圆梦奖（2,000元）

28、Heros dream Fund(￥2,000)Others Preparation节日关怀礼品（如中秋节送月饼等）共800份，包含logo贴纸制作1.钢铁侠手办 Ironman module：每天发放2个，48站发放96个2.小米充电宝 Charge Pal：每天发放8个，48站发放384个3.电饭煲 electric cooker：每天发2个，48站发96个4.迪士尼首保文具套装 Disney bag&stationary：每站发放2个，48站发放94个奖品发放建议Award Distribute Recommend27卡车司机需求大调查，寻找英雄梦Research On The Driv

29、ers Real Demand,Looking For Hero Dreams 洽谈区发放调查问卷，切实了解卡车司机对生活，对卡车本身的真实需求，将来可宣传为江铃重卡是满足消费者需求而研发生产的重卡Questionnaire can be formed in the negotiation area,to obtain the primary data of what the drivers really request for their life and the truck.This can be used to publicize that HT was designed base on

30、 consumers real request and to satisfy their need.同时在问卷最后，请卡友写下梦想及联系方式，在每个站点评选出1位为其圆梦（价值2000元以内），后续追踪传播报道，产生话题性At the end of the questionnaire,drivers can write down their dreams and contact number.We will pick one dream out every month to make it come true(within 1000 Yuan).This can make topics and follow-up reports.28其他需要准备事项：1.准备经销商支持手册，明确告知经销商的工作职责和准备细节要求，以方便与渠道及经销商沟通2.注意活动现场文案（开场语，主持词等文案的撰写）3.组件现场产品及发动机讲解团队，可以寻求PD,销售，渠道，经销商的支持4.活动当地媒体资源，请轩致收集24个城市当地潜在媒体资源库，方便请经销商进行沟通并协商报道29THANKS!寄语 本范本为按照专业标准制作的文案，可供你直接使用，或者按照实际需求进行适当修改套用，实用便捷！一份好的范本，将极大的提高你的工作效率，欢迎使用！温馨提示：本范本仅供本人使用，或者用于工作内部传播之用，欢迎下载！