促销企划的营销手段课件.ppt

1、Page 1 Target Segmentation Target Segmentation Activation Plan12345Page 2 ()(/)()(/)DB Idea Pre-Launching Pre-Launching Launching Launching Opening OpeningBrand Royalty Brand Royalty Site Site Activation Activation Site Develop/Site Develop/DB DB 1 1-2 2-3 3-(8 81010 )-1 ./-/-e-CRM Loyalty-Benefit-,

2、E-mail/SMS BROAD REACH 1.1.Page 32020 3030 ,20,20 v Main Target Main Target 2020 v SubTargetSubTarget 1 1 2.Target Segmentation2.Target Segmentation3030 ,vSubTargetSubTarget 2 2Page 4MGM(Member get Member)/Relationship (Request/Buying Key)DB Target Web Site /Target Offer Target 1 2 Demographic ,(Tri

3、al)(Trial)(Repetition)e(Repetition)e (Relationship)(Relationship)3.3.Page 5 1.1.Interactive,Real Time,DirectInteractive,Real Time,Direct 2.2.3.3.visual visual 4 41 1 .*:*CommunityCommunity :2 2 Reward ProgramReward Program .:Reward Program Reward Program 3 3,Marketing Marketing ,Reward Reward Progra

4、mProgram +ADAD 4.ON-LINE 4.ON-LINE Page 61/-()-()eQueens ,.,(target marketing),.-()SKT UTO UTO 4.ON-LINE 4.ON-LINE Page 72 Reward Program .,Reward Program,.Reward Program ,.-()OK Cashback ,-(),4.ON-LINE 4.ON-LINE Page 83,/.,.,.Win-Win .-()/,-()KTF Na /,4.ON-LINE 4.ON-LINE Page 9Off-LineOff-LineOn-Li

5、neOn-LineMobileMobilePortalPortalCommunityCommunity URLURLEntertainmentEntertainment1.1.!2.2.,!3.3.,!*Network Network DB DB 4 4.ON-LINE 4.ON-LINE Page 10Big Banner/rich media Banner/or(Interstitial)/Advertorial-/Pop-up/Pop-under/Media DB Targeting(/needs/)/000 000?1.2.4 4.ON-LINE 4.ON-LINE Page 11 ,

6、5.ON-LINE 5.ON-LINE Activation Plan Activation Plan On-Line Bar On-Line Bar?,+,“Bar”“Bar”.,On-line Bar .On-line Bar?Reward Reward SeasonalSeasonal Issue Issue Page 12 5.ON-LINE 5.ON-LINE Activation Plan Activation PlanEvent Event -Cyber Poll 1.?2.Cyber Poll CF,?“!”-Page 13 5.ON-LINE 5.ON-LINE Activa

7、tion Plan Activation PlanEvent Theme Event “”-1./Theme Event (/)/)/(/)(Bar)(Bar)(/(/)Process Process 2 2 Theme Theme Page 14 5.ON-LINE 5.ON-LINE Activation Plan Activation PlanEvent -push “in in ”-Process ProcessPage 15 5.ON-LINE 5.ON-LINE Activation Plan Activation PlanEvent 20 “Dance Festival Danc

8、e Festival”-Process Process-Club Club day:Club day:Club DayClub Day .ClubClub Page 16 5.ON-LINE 5.ON-LINE Activation Plan Activation PlanEvent 20 30 “Whisky&Bar festival”“Whisky&Bar festival”-20 Bar Process Process Page 17 5.ON-LINE 5.ON-LINE Activation Plan Activation PlanEvent “Lets Go with Whisky

9、”“Lets Go with Whisky”-Process ProcessPage 18 5.ON-LINE 5.ON-LINE Activation Plan Activation PlanEvent Entertain Event -/PPL Win-Win “&”-Page 19 5.ON-LINE 5.ON-LINE Activation Plan Activation Plan 1-:Rich media -:2(Search Engine Optimization)Search Engine Optimization)-Ex):/Bar/3 -Ex):011 ,3E-Mail +(DB)-,flexible targeting flexible targeting:/needs/powerful trackingpowerful tracking:,click-through,banner-click,Bounce Rate,Unsubscribe Rate efficient feedback efficient feedback :,contents