巡展试车活动经销商执行规范2课件.pptx

1、The standard of Bora Itinerant exhibition,test drive activities distributor carries out October,20021Contents：1.The survey2.Standards of distributor shows in front of the public3.The standards of distributor test drive4.The propagate and cooperate for the activities5.Follow-up work of activities2Pag

2、e 1：SurveyObjective：1.Sets up fixed connections with potential consumers and make them have vivid understanding and recognizing of Boras features to have identification.2.Through promoting the reputation degree in consumers mind to reach the function which promotes the sales volume.3.Strengthen Bora

3、s competitiveness in the automobile market,increasing the popularizing in the area,to develop every area and the distributors maximum strength4.Regulate each distributors way and contents in the sales process and set up the image distinguish system in consumers mind.Three processes of activity-the f

4、irst city as example3Page2：contents of major activity Public show:Choosing 1-2 local,high grade markets with numerous people,putting 2-5 Bora automobiles in different colors.The distributor explains on behalf of the scene,introduce the product information and activity arrangement.Work time tableFist

5、 and second week Activity plan Third and forth week preparation of activityFifth week activity carry outSixth week conclusion of activity1.The distributors provide plan of activity,describe the details of activity on paper then 2.Send it to area and marketing department.2.Begin to handle the work af

6、ter marketing departments improvement.3.Send the relative information of data and material quantity to marketing department 1.connect the place,identify the show place or theRoute of test drive and the destination2.Identify the worker,and relative prepare work3.Identify the final design plan of the

7、scene and makeRelative goods.1.relative material reach2.Decorate the place of activity3.the activity take place1.Collect the reports from media2.Advertise on newspaper3.send the data and conclusion of activity to marketing Department.Distributors exhibition room shows and test drive:Through showing

8、scene,register on internet,distributor exhibition room collect the consumer list who hope for that test drive,and screen the list,invite the potential consumer to go to distributors exhibition room,take part in the activity of test drive.4Page 3：The standard of distributors public showthe flow chart

9、 of distributor to prepare the public showLay down the planChoose the time and placedesignChoose or cooperate with supplierPreparation of dataDecorate the scene5Page 4：first step:lay down the plan1.Select the suitable time to make the activity in to full play.Such as:weekends2.Detail arrangements of

10、 activity3.The aspects that need faw-volkswagens cooperation.Such as relative design,materials4.The workers list of activity5.The materials of activity6.The way to deal with crisis.Such as rain outside,too many or too less visitors7.Time table of activity carry out8.Budget of activityThe above-menti

11、oned content forms the written characters,send to the area and market department to examine and approve.Begin the preparation after the scheme is defined.6Page 5-6：second step：choose time and placelHigh-class bar：begin in weekendsdusk,the major consumer are white neckbandlHigh-class building:Monday

12、to Fridays get off duty time,to attract white neckband who have several buying abilitylLarge company：Monday to Fridays get off duty and lunch time,can concurrent show and test drivelApartment：holiday and weekend,choose the mature apartment that have buying abilitylMarket：holiday and weekend,cooperat

13、e several distributors show the products,choose the market that more people will come and have buying abilitylDrive school:too see from different situation,choose weekend and school that have clear consumer.Decision based on:1、measurement of locationeach car need 60cm calculating,according to showin

14、g concrete quantity choose the place2、stream of people：The consumption colony of the market belongs to medium-to-high grandly,the stream of people is centralized 3、Others:whether Vehiclesconing and leaving are convenient,have step show vehicle turn on upper markets by influence4、To book place:Consid

15、ering each factor of selecting the market,definitely as soon as possible.Further,to contact with the market to consult and discuss next step decoration.5、Because the place respect is scheduled in the place to be relatively tense on weekend and festivals or holidays,need to be advanced 1 month to con

16、nect with market,some good place of geographical position need to book in 2 months ahead of time.Such as:Shanghai ganghui square“experiences Bora,with enjoyment”2002 national itinerant exhibitions take a test drive activity examplePublic show:Choose the numerous markets of a local stream of people,i

17、s done the scene to show by the local distributor,Promote and sell.Shanghai；Paris spring Beijing:yansha squareGuangzhou：tianhecheng square Chengdu:yitengyanghuatang7Page 7-8：Third step:DesignThe background board of the theme:Succinct,atmosphere,stress the activity theme.The picture should depend on

18、upwards,the under part to keep white(consider the result watched in the open air);activity theme sigh our at background board,use larger style of calligraphy.The exhibition board of product introduction:to continue Boras pass through and this activitys theme,use the unified design element.The size a

19、nd scale require being smaller than the background board of the theme,keep the striking position of the background board of themes.Propagate the single page:to continue the Bora and activitys unified design style of and design elements.Include the content and activity information of product introduc

20、tion and introduce content.Employees card:Include the unified element of the activity,rely Boras standard color,blue and white.remarks：1、Design concept can consult VI handbook,ensure LOGO put into correct position.2、send the design paper to market department,to ensure it conform to Boras market posi

21、tion and style of product.result picture of decorate at the scene:1、After the place is defined,according to place,the vehicle that is need to show,propaganda article according to certain proportion sign on the plane figure.2、Determine background size that produces actually that produce needed accord

22、ing to the sizes of scene.3、contact with market side to identify other work that show activity need.Such as the supply of electric and water.4、relative procedures that show activity need8Page 9-10：Forth step:choose or cooperate with suppliers1、Manufacture supplierFunction：Background board,the exhibi

23、tion board,the design and manufacture of YILABAO.The lease of sound,light,desk chair,etc.Decision based on:To determine base on distributors activity beforeHave done similar activity,distributed other famous brands activityThrough negotiate with suppliers,to determine by opposite sides professional

24、spirit.In the process of activity,to contact with 23 suppliers in the same time,through comparisons to understand each suppliers ability,can compare their price.Identify the supplierAfter several timescommunication,identify the supplier that both professional ability and price are suitable.List the

25、work and accomplish time that suppliers should cooperate,and then connection with them clearly.In the process of activity preparation should check suppliers work continuously so as to ensure the preparation work fluently.Make suppliers detail of working 92、personnel supplierfunction：proved host,mode

26、l,dance to active sceneSelect based on:host：ability to speak,react alert,dignified and in good appearance.evaluate the level and enough experiences of host through on-the-spot host of performing art clusters of words.Model and etiquette：Height high,and appearance superior makings Through walk platfo

27、rm,stand,position of sitting to judge their stage show abilityfinding out the training and quality of the model with the face-to-face communications The standard of the model should comparatively higher than the standard of the etiquette.dance：fierce or graceful,need to definitely according to the t

28、heme of the activity.According to the needs of activity,through the on-the-spot demonstration,dancing in tacit dancing posture,expression,team-work to judge the performance quality.Photograph,make a video recording:Function：to take down the process of activity Requirement：tell the key point to photo

29、graphers.let them paying special attention to the major time and person.Other people：Register staff member,automobile cosmetology personnel.Part-time job student,the looks is dignified,serious and careful.Distributors representative of sales&marketing Introduce the knowledge of automobile and produc

30、ts informationRequirement：familiar with products,have some sales skill and have passion on work.Page 9-10：forth step：choose or cooperate with supplier（page 101）10Other requirement1、cloth：Personnels clothing of dancing needs to accord with the base of the activity and mediating the localization of Bo

31、raThe clothing of model either design either provide from model company need to be checked in advance by company,confirm the color and quality The Etiquettes clothing should be the same.2、trainingIn front of the activity,model,etiquette and other staff members should be trained and relevant products

32、 knowledge and activity information3、other details Shoes,silk socks,hairdo of the model,etiquette need unified regulation,arrangement Page 9-10：forth step：choose and cooperate with suppliers（page 102）11Page 11：Fifth step:The data-preparing of the characters 1、hosts bunch of wordsFastening the flow o

33、f drawing together the whole activity,vivid image2、the diction of etiquette,staff member When meet consumer,unified introduction content.3、Register forms at the scene According to the activity request,make the form of registering,use on-the-spot,collect consumers information.12A:Name:Age:Sex:Marital

34、 status：marrid UnmarridPositionTel:Contact address:Code:ID card number:The number of dricing licenseWhether there are privave cars:Drive time:annualYour car is:Education degree B:test drive date：June,15 June,16(3).The reason you buy car:for yourself for family convience business use for husband or w

35、ife(4).Factors that influence you to buy car:(use numeral to indicate sequenceprice（）service（）price of components（）fun of driving（）suitable to sit（）quality（）cost of use（）appearance（）brand（）safety（）(5).(5).test drive timeunder 120,000 120,000to 180,000 180,000to 240,000 240,000to 300,000 above 300,00

36、0under junior college or junior college undergraduate above undergraduate Income(month):09:30-11:30 11:30-13:30 13:30-15:30 15:30-17:30regist form(1).(1).puopose to buy car:half a year one year recnet years no purchase plan(2).(2).Price in mind：if you want to buy a car,how much will you pay?报名表格报名表格

37、13Page 12：sixth step:public show and decoration in sceneStyle：Succinct atmosphere,random,full of enjoyment.Content：according to the place,4-7 cars are relatively good;The distributor introduces the products.Decorate：the image and the sign of faw-wolkswagen,use the unified show tool,back board,etc.Ma

38、terial：The products,distributors information material,the image materials of the products,gift,etcClothing：Performers clothing suitable,recreation;the distributor,the company staff put on unifies the uniform.Language requirement：Relax,forbid using the introduction of type of set pattern;Pay attentio

39、n to the courtesy,cant buy or sell under coercion.Began to arrange exhibits at noon before that day of the activity,put all goods and material needing assigning in the scene at the scene according to the plane figure designed.Get in touch with security personnel of the place or arrange for personnel

40、 to keep watch at night,guarantee that the on-the-spot goods and material are safe.14Page 13-14：seventh step：carry out the public show（page 13）A、The Bora is shown:Scene park 4-7 vehicles of Bora(propose using the cars of different colors),support consumers to visit B、The Boramaterials slice,advertis

41、ing film are broadcast:Let consumer understand Boras relevant outfit,establish brand image of BoraC、The staff member introduces,explain:On-the-spot distributors performance,disposition coming in detailed introduction,explanation the features of Bora to the consumer.D、Sell the car,register test drive

42、 at the scene:consumer can pay the deposit at the scene and invite consumers to take part in the test drive activityE、Distribute leaflets:Distribute leaflets to the consumer,let its understanding Bora detailed staff advance two hour to reach to the scene while outside engaged staff advance an hour.T

43、o prepare the beginning of activity.Works on the public showAttention：While arranging exhibits,there should relevant personnel that show up and guide and check the result of assigning in the area.All decoration should be finished at the first day of activity。Before showing,vehicles need to buy the i

44、nsurance,fully unexpected to happen.The on-the-spot staff member needs to put on unify clothing,in order to set up the faw-volkswagens whole brand image.15Page 13-14：seventh step:carry out the public show（page 14）Show the divided work of basis personnel publiclyList of articles of public show16Page

45、15：standard of distributors test drive the flow chart that prepare test driveLay down the planLocation selectiondesignChoose or cooperate with suppliersPreparation of charactersChoose personnel to have a testActivity content(“experience Bora with enjoyment”as example）：）：a、3-4 group of peoples,each a

46、 batch of 20 can be as potential consumers work.2 work cars and 1 middle busb、Exhibition room activity:The host introduces the activity,the leader makes speech,watch the short film.c、ceremony of dispatching a car:Dispatch a car in the platform on by accompany driver,consumer who test drive set out b

47、y car.The staff member waves the flag to dispatches a car.d、Try driving on the way:The happy tour of Bora:Each Bora take two consumers,drive in turn.Appreciate the beautiful scenery on the way,experience the driving enjoyment by Borae、The little rest of destination:Centralized in the destination,app

48、reciate the scenery,have a cup of tea.f、Meeting the person who goes on a tour:Return to the original way,prepare the tour of the next group of consumers enjoymentg、Points for attention:Personnel need to leave the copy of driving license and ID card to test drive,in order to guarantee that the activi

49、ty is safe.Each one that test drive need to sign the safe agreement,the speed is restricted.Activity appear unexpected by course,vehicle need park scene to inform the relevant department that settles a claim to insurance company.17Page 16：first step：program proposal1、details of test drive:assembly p

50、lace,start place,destination2、decoration plan such as launch stage,exhibition room and back board3、list of items need faw-volkswagen support such as relevant design,articles 4、event staff list5、event articles list6、way of deal with cirsis such as the accident event of car and the car blocked by poli