1、1,NOKIA08 Spring fashion promotion,2,时尚的核心价值 不断的更新 社会的广泛接受度 对于个性的尊崇 引领和前瞻性,Nokia可被塑造的时尚个性 新科技应用，新产品推出 广泛的认知度及喜好度 科技以人为本的理念 行业先锋角色的定位,如何诠释Nokia的时尚,3,时尚的热点话题 音乐 游戏 享受人生 科技 文化,Nokia产品与之匹配的产品卖点 音乐手机 强大的游戏功能 行摄人生，对于精彩点滴的纪录 产品的高科技附加值 品牌本身的内涵,品牌时尚感的体现,4,Style Build-up Model,Publicity,Event Day,Attention,Re
2、ward,Action,Involvement,Comprehension,Traditional Media, including TV, radio, and newspaper is still the dominate information channel. Opinion leaders act an important influence on local life style. Information repeated in different channel will create a big clamor.,Once exposed to the real case, co
3、nsumers will get a better understanding by touch and feel. Consumers feel honored when they find out they are also invited to the trend. The benefits foreseen in the trend involvement will be powerful driver to action.,Given adequate information, consumer will connect themselves with the style and c
4、ommit necessary investment Consumer needs external stimuli to take action Representing part of the trend, he /she will be eager to show the style and recommend others.,Seeding and Invitation,5,Publicity Publicize on media TV, radio, newspaper Internet VIP announcement City Landmark & Retail POSM,See
5、ding and Invitation Pre-heat by patrol team traveling in the top trendy sites 1 week prior Product demo showed to target consumer Release event message and dispatch invitation,“Nokia 08 Fashion show”,Event Day Patrol Team flowing around road show venue and dispatch leaflets Road show Music Box Game
6、Box Visual Box,Publicity,Seeding and Invitation,Event Day,Attention,Comprehension,Involvement,Reward,Action,活动信息在这一过程中的传递,6,因此，我们将把时尚达人最爱光顾的“夜店”作为重点推广及活动渠道。,渠道范例：英美烟草将“夜店”作为其重点推广渠道，取得相当大的成效。在他们定义里，Coffee、hotel、restaurant、club均为“夜店”推广渠道。 除此之外，许多时尚品牌在“夜店”都有成功推广案例！,7,根据NOKIA的购买群体特征： 我们将活动推广和预热渠道锁定在该城市最
7、TOP的KTV、酒吧 一线城市：810个夜店 二线城市：4个夜店,推广渠道,8,9,根据目标受众的集中分布，建议其他渠道备选： 地标时尚潮流购物区 设计创意艺术空间 摄影协会或展览中心 健身中心/瑜珈馆,推广渠道补充,10,推广形式,NOKIA Magic Box 时尚魔方陈列，引起关注，体现品牌时尚生活多元信息 邀请合作场所联合促销，除活动单张宣传派发，增加其他亮点： 礼品派赠 (mini Magic Box) 优惠承诺 活动当天VIP服务承诺,材质：框架结构+即时贴 费用低，运输便利,11,Co-Marketing Cooperation Suggestions,时尚月刊：发展VIP高端客
8、户，赠阅时尚月刊，并附送环保购物袋 时尚/商业杂志手机版：高端机购机用户可获赠时尚或商业杂志手机版试用，传递时尚品牌信息及商业资讯，强化品牌时尚的信息传递,12,男女TP各一名,各自寻找异性目标消费群 主要邀请目标顾客参与抽签问答游戏(可设置一些与时尚相关的小游戏) 顾客回答完毕,TP便送出一张邀请函,并说”感谢参与NOKIA的时尚互动问答,X月X日在XXX我们将举行N BOX的时尚活动,欢迎您参与!如果您有兴趣,可在此留下您的姓名和联系方式,活动前一天我会再次打电话提醒您的!” 会员资料转入happy call数据库,推广形式-夜店特别版,13,夜店渠道推广手段： TP通过接触确定潜在目标受
9、众，口头承诺活动当天购机优惠 赠送Magic Box-NOKIA时尚魔方作为小礼品，感性上touch受众品牌心理 即场演示Magic Box玩法，同时介绍高端机型的时尚亮点，带出生活时尚信息,NOKIA Magic Box 切面设计体现生活时尚品味,14,“Nokia 08 Fashion show”,Event Day Patrol Team flowing around road show venue and dispatch leaflets Road show Music Box Game Box Visual Box Promotion,路演当天,集会形式将活动推入高潮 选择销售点附
10、近 时尚的体验 有效的促销,Publicity,Seeding and Invitation,Event Day,Attention,Comprehension,Involvement,Reward,Action,15,路演当天 卖场内,Magic Box展示吸引人流至专柜,活动介绍/服务推介/促进销售,Make echo via NOKIA Magic Box display, show fashion life style to attract targets 主题-尊享时尚生活品味 Dispatch road show leaflets & on-site consultation pa
11、r promoters VIP service experience Discount, lucky-draw, gifts (mini Magic Box),16,路演当天 卖场内,NOKIA counter decoration assort with N-BOX keynote Fashion accessories setting Spot lights shining on products,NOKIA Counter Deco,Reorganize product series display order Centralize promotion products (use BLA
12、CK/SILVER as background deco),17,路演当天,ROAD SHOW VENUE Select potential triers to experiment in-store VIP service Further discount offer as a plus Dispatch a NOKIA marker as identification,IN-STORE Invite VIP service experience to potential buyers N-BOX function experience invitation as benefits Further discount offer as a plus Dispatch a NOKIA marker as identification,18,THANKS,
