文档介绍：1
全新BMW 7系发布会
活动执行方案
The all-new BMW 7 Series Launch
Event Manual
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2
活动执行指导套装包括
Event Package Contains
1.
2.
全新BMW 7系发布会指导文件(1 DVD)
- 开场欢迎短片,
- 全新BMW 7系发布会活动指导
- 施工图源文件
- 平面图源文件
Event Package includes (1DVD):
- e trailer
- The all-new BMW 7 Series Launch Manual
- Production Drawing of all Construction Items
- Artwork File of 2D Layout
邮寄资料将于2008年12月19日之前抵达经销商处
Dealer will receive all the DVD materials before December 19th, 2008
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目录
Index
整体活动概述
Event Overall
发布方案要点介绍
Launch Concept Options
活动方案1详情
Concept 1
活动方案2详情
Concept 2
活动方案3详情
Concept 3
活动方案4详情
Concept 4
搭建物料制作指引
Production Material Guidelines
活动流程要点
Key Event Logistic Points
活动准备时间表
Event Timeline
人员分工
Manpower Allocation
职责划分及描述
4-6
7 - 14
15 - 27
28 - 43
44 - 50
51 - 64
65 - 70
71 - 74
75
76
77 - 78
Roles and Responsibilities
3
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整体活动概述
Event Overall
活动时间: 2009年01月11日- 2009年01月22日
Event Date: Jan 11– 22, 2009
活动地点:
Venue:
经销商展厅,或高端的俱乐部,会所, 艺术馆等等…
Dealer showrooms, other outdoor premium venues, . modern
and fashionable gallery or clubhouse etc.
出席人数: 60 - 90位(包括现有及潜在客户,当地媒体,合作伙伴,大客户等)
Attendance: 60 - 90 guests (customers & future prospects, selected local media,
VIP partners & fleet customers.)
活动目的:
Event Objectives:
−将全新BMW 7系引入当地市场
To introduce The all-new BW 7 Series to local market
−在目标群体中产生兴趣和感染力
To generate interests and emotional appeal among the target groups
−吸引试乘试驾,促进销售
To encourage test drives and thereby support sales
-提高客户忠诚度,增加再次购买的机会
To enhance customer satisfaction and increase repurchase opportunity
−促进媒体广泛宣传
To generate good media coverage
活动创意:
Event Concepts:
我们为经销商提供了四种活动方案,经销商可根据场地情况选取适合的方案。为取得良
好的发布效果,建议发布活动在晚上进行。
BMW provides four event concepts for your selection. Please adapt to fit your local
setting. An evening program is suggested to achieve best event result.
4
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5
整体活动概述
Event Overall
概念及定位
Concept and tonality
本次活动的基本主题是“驾驭世界不断向前”
munication concept