QQ0汽奥迪Audi2024年奥迪XX区潜客提升专项活动-重点车-集客举-Brand
>01.项目背景及策略Projectbackground and strategy目>02项目规划ProjectplanningCONTENTS录>03经销商建议Dealerrecommendations,>04项目预算及保障Project budget and security
01|背景策略Backgroundstrategy项目背景Projectbackground以温州，台州为核心，开展二季度整体营销行程，借助音乐会外展,终端品鉴,商圈展示自驾体验等多种营销手段，持续加大曝光，提升品牌形象,扩大潜客流量池,释放惊喜福利引流到店，最终通过销售政策促成下单转化,助力整体销量目标达成Take Wenzhou and Taizhou asthe core, carryout the overall marketing schedule in the second quarter, with thehelpofconcert outreach, terminal taste, businesscircledisplay,self-driving experienceandothermarketingmeans, continue to increase exposure, enhance brand image, expand the potential customer flow pol, releaseand finallypromotethetransformationofordersthroughsalespoliciesto help achieve the overall sales target,
101|背景策略Backgroundstrategy,项目策略Projectstrategy,宣传核心通过符合奥迪调性的活动吸引客户到店，提升群众口碑。促进销售转化Propagandacore选择与区域用户高度匹配的体验项目，开展车型品鉴、自驾体验活动。以系列性营销动作wry ot whicle tuatingandsof-drvingeaporiencedSelect experienceactivities;打通曝光一集客一体验-转化A通过音乐会外展、商超展示等活动内容，吸引更多用户群体参与提供车型销售的突破口transformation以仪式感十足的体验项目，提升用户感知，拉伸品牌形象;Providea breakthroughinvebhiclesale24003COOD一汽奥迪
101|背景策略Backgroundstrategy,项目排期Projectscheduling,时间3月4月5月节奏W2新媒体传播素材支持、广告投放素材切换线上三月限时享政策海4月大区专属政策海报现场氛围素材传播活动总结长图/视频用户证言视频邀约用户自发分享素材礼品、物料筹备支持、活动执行指引4.11-144.12-144.17-19线下迷笛音乐节吾悦商展台州外展经销商宣贯4.1-74.12-144.13-214.205.17-19印象城商展银泰商展宝龙商展蔡依林演唱会齐云山自驾之旅区域素材传播跟随、线上媒体平台投放补强(户外大屏/汽车媒体3.25-4.30小红书花絮笔记发布3.25-4.30店端品鉴会线上直播经销商自店个性化权益包装(到店/试驾·成交+保客)店端活动氛围物料布置邀约目标用户参与区域活动、区域活动执行配合3.25-314.15-21台州5店联合品鉴会温州7店联合品鉴会OOOO一汽奥迪
101|背景策略Backgroundstrategy,项目排期Projectscheduling,timeMarchAprilrhythrW1media materials suport, advertising materials switchAprilregionalexclusiveActivitysuVideoofuserpolicyposternaterial dissominationtestimonyregion-Invite usersto sharematerial spontaneouslyGiftu,materialpreparation support,4.12-144.12-144.13-211205.17-19DealerpromotionYintaitradeFairoadtrip Regional material disemination follow wp.media/broadcast,one ofthree)online media platform release reinfor cemenonline3.25-4.30LittleRedbook3.25-4.30 Online livebroadcast of in-store tasting meetingdealerInvite targetuserstoparticipateCOOO一汽奥迪
>01.项目背景及策略Proiect background and strategy目02项目规划ProjectplanningCONTENTS录>03.经销商建议Dealerrecommendations>04.项目预算及保障Projectbudget and securityabDD
02|项目规划Projectplanning,活动规划Activityprofile温州小区潜客提升项目规划Wenzhou communitylatentpassengerenhancementprojectplanning针对二季度潜客提升任务，结合时令节点以及目标人群生活方式、消费出行场景等特征，开展拓客行动，针对精准人群制定差异化传播策略，围绕商超展示、演唱会合作等收集潜客线索，最终通过店端品鉴会实现快速转化。sformat ionpotontitorom...
