文档介绍：CAF Fiesta Owner Referral Program Proposal 长安福特嘉年华车主推荐计划
Summary of CAF requirements 长安福特对项目的需求
Conduct an MGM campaign to generate Fiesta incremental sales, from referrals by existing Fiesta owners. 通过对现有福特嘉年华的客户开展车主推荐活动,扩大嘉年华的销售。
Leverage CRC existing Fiesta owner data to support the campaign.
利用CRC的嘉年华客户数据资源支持本次活动。
Apart from the existing customers from database, the campaign also applies to the new customers from the July, August and September monthly incremental sales. 除CRC数据库的现有客户,本次活动还适用于在活动期间7月、8月和9月份中每个月因正常销售产生的新客户。
Campaign is planed to start from Aug and be carried out till Dec. The campaign will be phased into phase I to be ended by Sep 30 and phase II to be ended by Dec 31. Phase I campaign performance will be reviewed and the learnings will be applied to phase II. 活动计划从2004年8月开始至12 月结束。活动将分为两个阶段,第一阶段截止到9月30日,第二阶段截止到12月31日。第一阶段的活动效果评估将对第二阶段的活动进行指导。
Campaign proposal 项目方案– Data Availability 关于数据
From CRC database, among existing Fiesta customers 67% have mailing addresses, 70% of which are correct. CRC数据库中67%的嘉年华车主信息包含邮寄地址,并且准确率在70%。
Wunderman missioned to carry out outbound telemarketing to capture the missing customer mailing addresses and verify the accuracy of the existing customer mailing addresses, to prepare the data for the campaign direct mail delivery. 伟门负责通过外呼电话收集缺失的车主邮寄地址信息并确认现有地址的准确性,为车主推荐活动的直邮准备数据
CRC database currently houses around 18,000 Fiesta owner records as to Jun 29. And CAF’s projection of Fiesta monthly sales are 2,000 cars. CRC数据库中现有18,000个嘉年华车主的记录。长安福特预计嘉年华的月销量是2000辆。
Campaign proposal 项目方案– Data Availability 关于数据
Because there is 1 month time lag between the CIR to be provided by dealer and the customer data to be consolidated by CRC, for phase I to be ended by Sep 30, it is suggested to only touch the new customers from sales of July, apart from existing database owners. 由于在经销商提供CIR信息和CRC整理出客户数据间有一个月的时间差,对于需要在9月30日结束的活动第一阶段,建议除了现有数据库的客户外,第一阶段活动将只涉及7月份销售产生的新客户。
Current campaign projection is based on the municatio