宝马新车上市经销商执行手册

1BMWE90LCIDealerLaunchBMWE90LCI经销商发布会EventManual活动指南2Thispackagecontains本活动执行套装包括1.EventpackageDVD经销商发布会指导DVD-BMW3SeriesE90LCIDealerLaunchEventManualBMW3SeriesE90LCI经销商发布会活动指南-HighResolutionArtworkFileof2DGraphics高精度平面美工图2.EventDVDwillbesentoutby20thofNovember2008DVD光盘资料将于2008年11月20日前寄往经销商处3Index目录ManualInstructions4手册使用说明EventOverall5-8整体活动概述OverallConcept9整体活动方案ProgramRundown10-11活动流程ShowroomFloorplan12-19展厅搭建布局图ShowroomSetupDesignandProductionDrawing20-30展厅搭建方案及制作图Production&AVCheckList,CostEstimation31-34搭建及音视频设备清单,费用预算SetupSchedule35-38搭建日程安排Execution39-51活动执行2DGraphics52-54平面美工图InquiryHotline55咨询热线4ManualInstructions手册使用说明ThismanualcontainsalltheneededandusefulinformationtorealizeaperfectlauncheventoftheBMW3SeriesE90LCI.Werecommendfollowingthismanualstepbysteptounderstandtheoverallconcept.本手册包含了BMWE90LCI经销商发布会所有相关信息,建议按照如下步骤仔细阅读。EventGeneralInformation整体活动概述Understandingoftheconcept理解活动概念Execution&DetailedKeyPoints活动执行细节及要点LaunchDVDManualDVD手册1ststep第一步2ndstep第二步3rdstep第三步4thstep第四步5EventOverall整体活动概述EventDate:December09th–December25th,2008活动日期:2008年12月09日至2008年12月25日EventVenue:BMWauthorizeddealershowroom活动地点:BMW授权经销商展厅Attendees:150guests(Existingcustomers,prospects,localmedia,VIP…)出席人数:建议出席人数150人(包括现有车主,潜在客户,本地媒体,VIP等)Objectives:活动目的:–CreateawarenessforE90LCIinthelocalmarket向本地客户及媒体传达新车型E90LCI上市的信息–Introduceandpositiontheproducttocustomersandprospectstoincreasepurchaseintention向媒体及潜在客户介绍新车型的目标定位,促进购买意向–Attractnewcustomers吸引新的潜在客户–Promotemediaexposure增加媒体曝光率6EventOverall整体活动概述1.Positioning定位Aligningwiththenationallaunch,thenewE90LCIispositionedasthemostathleticsedaninitsclass.BMWE90LCI定位于同级车中最具运动特性的轿车。2.ChineseClaim中文宣传语新BMW3系。擎动心动。3.EventConceptandLaunchtonality活动概念及定位-Athleticapproachwithachampiontheme,focusonthewordEMOTIONS运动,结合冠军主题,聚焦于‘激情’-Eye-catchinginnovativeprogram引人注目的创新方案-Dynamicandaesthetics动感,美学7EventOverall整体活动概述4.“Emotions”激情Onekeyword…EMOTIONS,linkedtothesportsterminology关键词。。。激情，与运动紧密相连EMOTIONSyoufeelwhenyouarewatchingyourfavoritesports激情－当你在欣赏最爱的体育赛事时心中所感EMOTIONSyoufeelwhenyouarecheeringforyourfavoriteteamorforyourhero激情－当你为最爱的队伍或心目中的英雄喝彩时心中所感EMOTIONSyoufeelwhenyourteamwins,oryourherotriumphs激情－当你最爱的队伍或心目中的英雄获胜时心中所感8EventOverall整体活动概述5.ConceptImplementation概念的实施Inordertoimplementeventconceptintothelaunchprograms,belowelementshavebeenused:为了将“冠军，激情”的概念融入整个发布活动中，使用了以下相关元素：-Racewaycarpet跑道式地毯-Championwall冠军墙-Winnerpodium冠军讲台-Communicationmaterials,POS图片海报及相关宣传资料9LaunchMoment发布时刻-Afterregisteringatthereceptioncounter,guestsenterthewelcomearea,wherecocktails,drinksandcanapéswillbeserved.在接待台签到后，来宾进入欢迎区域，享用鸡尾酒、饮料和小吃。-AftertheVIPspeech,thelaunchvideowillstart.嘉宾致辞之后,开始播放发布视频短片。-Afterthelaunchvideoplayed,withtheheartbeatnoise,thecurtainisrisingupslowly,thenewBMW3Seriessedanisunveiled.(Optional:Alasershowwiththelaserbeamsmimickingtheheartbeatgraphs,playsaroundthecar.)短片结束后,伴随着心跳的声音,屏幕(幕帘)缓缓升起,新3系展车呈现在来宾面前。(备选：屏幕/幕帘升起的同时,激光束折射出模仿心电图形状的曲线。)OverallConcept整体活动方案10ProgramRundown活动流程Rundown活动流程•Theeventtimeisproposedtobecompletedwithinthreehoursanditsstartingtimecouldbeflexibleduetoactualsituationbetweenvariescities.活动时间控制在三小时以内,经销商可以依照当地实际情况作相应调整。•Theeventprogramcanbeadaptedaccordingtodifferentdealer’ssituation.PleasecontactBMWChinaDealerMarketingRegionalManagerforconfirmation.根据经销商实际情况屏幕,如需对活动具体内容进行调整,请与BMWChina经销商市场区域经理联系并获得确认。Time时间Description描述18:00-18:30Guestsarrivalandregistration来宾到达,欢迎酒会18:30-18:35MCwelcomesguestsandinvitesgueststotaketheirseatsinthelauncharea主持人邀请来宾入座18:35-18:40SpeechbyBMWrepresentative宝马代表致辞18:40-18:45SpeechbydealerGM经销商总经理致辞18:45-18:48Launchmoment发布时刻-LaunchVideo-发布短片-Screenrolledupwithheartbeatnoise-屏幕向上卷起-Carunveiling-新车亮相18:48-18:58Productpresentation产品知识介绍18:58-19:15Guestsinvitedtotakeacloserlookatthenew3series邀请来宾参观展车19:15-20:15Dinner自助晚餐20:15Eventends发布会结束11CueSheet活动流程描述CueSheet活动流程描述Time时间Description过程描述LightingsEffect灯光效果Music/Sound音乐和声音效果Video视频18:45-18:48Launchmoment发布时刻18:58-19:15Moodlightings氛围灯光-Carunveiling-----新车亮相ETCpar/StagelightingETC和舞台帕灯18:48-18:5820:15ProductPresentation产品讲解Moodlightings氛围灯光Guestsinvitedtotakeacloserlookatthenew3series主持人邀请客人近距离欣赏新车-Screenrolledup-----屏幕向上卷起18:35-18:40主题屏或讲台现场镜头18:40-18:45主题屏或讲台现场镜头SpeechbyBMWrepresentative宝马代表致辞ETCpar/StagelightingETC和舞台帕灯PodiumMic讲台麦克PodiumMic讲台麦克ETCpar/StagelightingETC和舞台帕灯SpeechbydealerGM经销商总经理致辞18:00-18:30欢迎PPT18:30-18:35主题屏MCMic主持人麦克Stagelightings舞台灯光Guestsarrivalandregistration客人签到MCwelcomesguestandinvitesgueststotaketheirseatsinthelauncharea主持人致欢迎词并邀请来宾到发布区就座Moodlightings氛围灯光Backgroundmusic背景音乐19:15-20:15Backgroundmusic背景音乐Dinner晚宴Backgroundmusic背景音乐Band/Backgroundmusic乐队/背景音乐Eventends活动结束E90LCI发布短片Lightsfocusoncar灯光聚焦展车Videosound视频声音Lightsdim灯光暗Lightsdim灯光暗Heartbeatsound心跳震撼音乐Enginestartingnoise引擎启动声音Lightsfocusoncar灯光聚焦展车Lapel/WirelessMic耳麦或无线手持麦克12SmallShowroom•Layout布局图FloorplanforSmallShowroom小型经销商展厅搭建布局图酒水台来宾休息区屏幕接待处背板冠军讲台条幅条幅展厅主入口自助餐台自助餐台13FloorplanforSmallShowroom小型经销商展厅搭建布局图SmallShowroom•Birdeyeview俯视图酒水台来宾休息区屏幕条幅展厅主入口冠军讲台接待处条幅自助餐台自助餐台酒水台展厅主入口冠军讲台接待处条幅自助餐台自助餐台酒水台展厅主入口14MediumShowroo