宝来信息传播计划eng

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

BORA INFORMATION COMMUNICAION PLANDMGJun.2003

1 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Backgrounds: Backgrounds:Into 2003,more changes are happening in auto market,new models coming、 , , 、 competition of old models depreciation,and the sars, all make the market un , predict. All company try their best to get their own marketing quotient; ; As to customers,the purchase is more difficult as well as the choose models is , expand,so the information becomes more important,it can influence the purchase greatly; ; After one year’s promotion,the concept of Bora-Driver’s car-has known to well.Now we need to communicate more about the product itself based on the concept communication,including the capability feature and function equipment , to guild the purchase of customers; ; Now,the strength and coverage is not enough only by normal way(daily media air and dealers test drive.We need to add the publicity way, and amplify the effect of information communication.2 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Promotion purpose: purpose:Making the brand image more stable,communicating information of product ——combine the publicity of brand and product,increase the ——combine appearance frequency of Bora by any ways; Amplify the communicating result——broaden the extent of information result——broaden communication by more ways,and make the effect best; ways, best; Catch the potential customers eyes——make the potential customers raise eyes——make interest in Bora’s information,take it and read it; it; Improving sales——attract more customers to dealers sales station by ——attract publicity, publicity,and raise the sales sales.3 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Activity Idea: Idea:Put the publicity material at the location where the top potential customers can reach and read; Stability the brand image,communicating information of product and activity,building a broad information communicating way and catching potential customers eyes,finally to sale more Bora .

4 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Promotion Location: Location:Sales Areas all over the country First at Shanghai,if the result is ok,then promoting to other areas Shanghai, ok,

Promotion Period: Period:Aug.Aug.-Sep. 2003,lasting 2 months 2003,

Promotion Method: Method:Putting the material at the location where the potential customers can reach and raed

Promotion Executive: Executive:area and dealers

5 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Publicity Contents:Brand ImageSpreading the idea of Faw-VW and product concept of Bora,shorten the distance between the company,product and potential customers,and strengthen the recognition reliability of customers;

Introduction of productIntroducing in particular about all kinds of Bora models,making potential customers know more about Bora,and finally

give them a guidance of purchase;

Activity InformationIntroducing useful information about activity organized by Faw-VW or dealers by leaflet,such as promotion、test drive、privilege,to cover more spaces。

6 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Publicity Method(First) : Method(First)Publicity LeafletContents:introducing all kinds of activity information, such as test drive、promotion privilege、new service items; Show way:putting in the easel to take freely

Product HandbookContents:Introducting of all kinds of Bora models, including capability features、function equipment; Show way:putting in the easel to take freely

X Show EaselContents:propaganda of brand image,communication of Bora concept; Show way:only for show 7 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Publicity Method(Second) : Method(Second)PostcardContents:Bora products photos Product way:a paper of card,can be send as mail

Special Fold leafletContents:Bora photos and product introduction of different models, including capability feature and function equipment; Product way:Print double sides,can be attached as poster,can change size when folded

Bora Calendar (use at the end of the year) year)Contents:Bora picture,attached calendar of 2004 Product way:print single side,can be hand up

8 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Equipment: Equipment:Material EaselUse purpose:to put materials, choose different models according to different location; purpose: materials, Models: Models: (1)Table material easel——at location with limited spaces,such as :pub; easel——at spaces, easel——at (2)Stand material easel——at location with enough spaces, can stand independent (3)Light material easel——used as brand publicity light as well as arrange material easel——used

9 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Information communicating Method (First): First):HighHigh-level Locations(1)High-level GYM Club High(2)High-level beauty salon High(3)Golf Clubs (4)Shopping Center、Shopping Mall (4)High Restaurant (4)High-level Pub High(4)High-level Saloon High-

10 2011-1-26

国际4A公司经典策划,值得好好学习

Bora Leaflet Self-Taking Plan

Information communicating Method (Second): Second):Office Building(1)High-level Office Buildings High(2)Large Enterprise Groups(ig:IBM、Acer)

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