通信-活动-NOKIA’08 Fashion Promotion

NOKIA’08Springfashionpromotion时尚的核心价值•不断的更新•社会的广泛接受度•对于个性的尊崇•引领和前瞻性Nokia可被塑造的时尚个性•新科技应用，新产品推出•广泛的认知度及喜好度•科技以人为本的理念•行业先锋角色的定位如何诠释Nokia的时尚时尚的热点话题•音乐•游戏•享受人生•科技•文化Nokia产品与之匹配的产品卖点•音乐手机•强大的游戏功能•行摄人生，对于精彩点滴的纪录•产品的高科技附加值•品牌本身的内涵品牌时尚感的体现StyleBuild-upModelPublicityEventDayAttentionRewardActionInvolvementComprehension•TraditionalMedia,includingTV,radio,andnewspaperisstillthedominateinformationchannel.•Opinionleadersactanimportantinfluenceonlocallifestyle.•Informationrepeatedindifferentchannelwillcreateabigclamor.•Onceexposedtotherealcase,consumerswillgetabetterunderstandingbytouchandfeel.•Consumersfeelhonoredwhentheyfindouttheyarealsoinvitedtothetrend.•Thebenefitsforeseeninthetrendinvolvementwillbepowerfuldrivertoaction.•Givenadequateinformation,consumerwillconnectthemselveswiththestyleandcommitnecessaryinvestment•Consumerneedsexternalstimulitotakeaction•Representingpartofthetrend,he/shewillbeeagertoshowthestyleandrecommendothers.SeedingandInvitationPublicity•Publicizeonmedia•TV,radio,newspaper•Internet•VIPannouncement•CityLandmark&Retail•POSMSeedingandInvitation•Pre-heatbypatrolteamtravelinginthetoptrendysites1weekprior•Productdemoshowedtotargetconsumer•Releaseeventmessageanddispatchinvitation“Nokia08Fashionshow”EventDay•PatrolTeamflowingaroundroadshowvenueanddispatchleaflets•Roadshow•MusicBox•GameBox•VisualBoxPublicitySeedingandInvitationEventDayAttentionComprehensionInvolvementRewardAction活动信息在这一过程中的传递因此，我们将把时尚达人最爱光顾的“夜店”作为重点推广及活动渠道。渠道范例：英美烟草将“夜店”作为其重点推广渠道，取得相当大的成效。在他们定义里，Coffee、hotel、restaurant、club均为“夜店”推广渠道。除此之外，许多时尚品牌在“夜店”都有成功推广案例！根据NOKIA的购买群体特征：我们将活动推广和预热渠道锁定在该城市最TOP的KTV、酒吧一线城市：8~10个夜店二线城市：4个夜店推广渠道根据目标受众的集中分布，建议其他渠道备选：•地标时尚潮流购物区•设计创意艺术空间•摄影协会或展览中心•健身中心/瑜珈馆推广渠道补充推广形式NOKIAMagicBox时尚魔方陈列，引起关注，体现品牌时尚生活多元信息邀请合作场所联合促销，除活动单张宣传派发，增加其他亮点：礼品派赠(miniMagicBox)优惠承诺活动当天VIP服务承诺材质：框架结构+即时贴费用低，运输便利Co-MarketingCooperationSuggestions•时尚月刊：发展VIP高端客户，赠阅时尚月刊，并附送环保购物袋•时尚/商业杂志手机版：高端机购机用户可获赠时尚或商业杂志手机版试用，传递时尚品牌信息及商业资讯，强化品牌时尚的信息传递•男女TP各一名,各自寻找异性目标消费群•主要邀请目标顾客参与抽签问答游戏(可设置一些与时尚相关的小游戏)•顾客回答完毕,TP便送出一张邀请函,并说”感谢参与NOKIA的时尚互动问答,X月X日在XXX我们将举行NBOX的时尚活动,欢迎您参与!如果您有兴趣,可在此留下您的姓名和联系方式,活动前一天我会再次打电话提醒您的!”•会员资料转入happycall数据库推广形式-夜店特别版夜店渠道推广手段：•TP通过接触确定潜在目标受众，口头承诺活动当天购机优惠•赠送MagicBox-NOKIA时尚魔方作为小礼品，感性上touch受众品牌心理•即场演示MagicBox玩法，同时介绍高端机型的时尚亮点，带出生活时尚信息NOKIAMagicBox切面设计体现生活时尚品味“Nokia08Fashionshow”EventDay•PatrolTeamflowingaroundroadshowvenueanddispatchleaflets•Roadshow•MusicBox•GameBox•VisualBox•Promotion路演当天•集会形式将活动推入高潮•选择销售点附近•时尚的体验•有效的促销PublicitySeedingandInvitationEventDayAttentionComprehensionInvolvementRewardAction路演当天卖场内MagicBox展示吸引人流至专柜活动介绍/服务推介/促进销售•MakeechoviaNOKIAMagicBoxdisplay,showfashionlifestyletoattracttargets主题--尊享时尚生活品味•Dispatchroadshowleaflets&on-siteconsultationparpromoters•VIPserviceexperience•Discount,lucky-draw,gifts(miniMagicBox)路演当天卖场内•NOKIAcounterdecorationassortwithN-BOXkeynote•Fashionaccessoriessetting•SpotlightsshiningonproductsNOKIACounterDeco•Reorganizeproductseriesdisplayorder•Centralizepromotionproducts(useBLACK/SILVERasbackgrounddeco)路演当天ROADSHOWVENUE•Selectpotentialtrierstoexperimentin-storeVIPservice•Furtherdiscountofferasaplus•DispatchaNOKIAmarkerasidentificationIN-STORE•InviteVIPserviceexperiencetopotentialbuyers•N-BOXfunctionexperienceinvitationasbenefits•Furtherdiscountofferasaplus•DispatchaNOKIAmarkerasidentificationTHANKS