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XXX市场推广活动方案
作者：佚名 时间：2003-6-16 字体：[大] [中] [小]
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XXX市场推广活动方案
·活动/项目简介
·目标（公关/市场等）
·策略（公关/市场等）
·目标受众
·关键信息
·活动方案（市场/公关）
·预算
·活动时间表
活动/项目简介
简单列出活动/项目背景，如一些关键的主题、时间、地点、期限等，希望达到的目标等。需要做到简洁、明了。同时说明XXXX非常荣幸能够与客户进行合作，并将为此作进一步的探讨。如：
·品客薯片将在2003年8月推出比萨新口味的薯片；
·XXXX非常荣幸能够为此新品上市提供策划；
·此次新品推广将在3个城市进行3个阶段的推广：上市前期在全国广播媒体上策划一定的活动引起受众的注意；第二阶段的新品上市在北京进行以及上市后的公关活动。
目标（公关/市场等）--
列举几条（一般在3条左右，不要超过4条）主要的目标，如果是公关策划，则是公关目标；如果是市场推广方案，则是市场目标。按重要性的递次来加以列出。如：公关目标
·引起公众对新口味品客薯片以及品客品牌的广泛兴趣，并产生对新品强烈品尝的欲望
·强化品客在薯片市场的领导地位
·向消费者传达“品客网聚朋友，给人们带来无限快乐”的关键品牌信息
策略（公关/市场等）
说明从什么角度入手，从哪个方面借势，从而达到最大的市场或宣传效果。不是说一些具体的方法。
·To leverage Pringles brand image: youthful, energetic and fun.
·To draw public attention towards potato chips, building enthusiasm and hype towards the launch and prolonging the momentum to the post event stage.
·To plan a grand fun and educational product launch, leveraging celebrity endorsement and extend impact beyond the launch
·Leverage the fact that very little pr has been done in the potato chip category, to build interest in this sector and associate Pringles as the category leader
目标受众
将该项目/产品的终极客户，受众，或是与之（宣传，市场）相关的有影响力的群体，按重要性依次列出。
·Core consumer group comprising of people aged 6 to 25; with an eye on the broader population aged from 6 to 55
·Media - Radio/TV/Magazines/Newspapers with youthful and energetic spirit in 30 target cities in China
关键信息
将重要的与本项目/活动相关的，想向目标受众传达的主要信息依次列出。
·New flavor Pringles Pizza will be launched in the market in August, 2000.
·Pringles provides irresistible taste and unique, exhilarating snacking experience.
·Pringles are less greasy and consumers can enjoy more flesh whole chips from a unique Pringles can, full of freshness
·Pringles bring people together, Pringles bring fun to people.
活动方案
将所策划的活动/公关方案列出，在转写活动方案时，要详细说明其中的亮点，每一个活动都是紧扣主题，针对目标受众的活动。同时，要简述活动的细节，时间安排，所能产生的效果等。往往一个项目/活动的策划需要分成前、中、后三个阶段，但也依照客户的需求而作相应的调整。
Pre-Event
1. Media Teaser Campaign
·2 weeks before the official launch, a card shaped like the Italian leaning Pisa Tower is produced and sent to the media. Inside the card, the wording says “What New Flavor is Pringles going to launch?”. The media is encouraged to call in the telephone number printed in the bottom of the card, or fax the result to the designated office.
XXXX will be responsible for collecting the phone calls and returns. All the respondents will receive a new Pringles Pizza flavor gift, and the winners will receive Pringles branded souvenirs. The gifts will be presented to the media at the launch event.
2. Pringles Fun Time on Radio
The radio programs, especially the music programs, are popular amongst the youth, and can also reach the target audience across the country. It is highly recommended to stage a “Pringles Fun Time” on Radio (Central Radio Station), talking about potato, potato chips, history of Pringles, fun facts about potato chips, consumers’ flavors’ fun stories, when people like to enjoy potato chips, what are the fun and energetic sports abroad amongst the youths, etc. Also, a small quiz can be staged for the audiences, and the winners will be given a gift.
The radio program can be conducted 2 week right before the official launch event to generate enough noise amongst the targeted audiences, especially the youths.
3. Pringles Leaning Dance Troupe Distributing Pringles World Dance Party Entrance Tickets
Wang Fujing Street is the most famous pedestrian-only shopping street, with people coming from all over the world gathering in the street at night for shopping and for sightseeing. The street has already become a must-see spot for visitors.
A Pringles Leaning Dance Troupe will be organised (with 5 females dancers and 5 male dancers), performing a specially designed “Pringles Leaning Dance” and distributing Pisa (same pun as Pizza) Tower-shaped coupons. On the front side is printed: “Join the Coolest Party in Town, Show Your Energy and Share the Fun!”, with event details on the other side.
The Leaning Dancers will arouse curiosity and build public expectation for the event. The invitation exercises can be conducted one week before the event.
Media Launch, Product Launch and Pringles World Dance Party
Venue: Ritan Park, Beijing
Venue Design: A miniaturised Pisa Tower erected in the center (linkage with Pizza)
Date: August 5 (Saturday)
Master of Ceremony: popular celebrity David Wu
Media Launch
Time: 5:00pm to 6:00pm
Program Rundown:
Media arrival
At 4:45pm, the media will arrive at Ritan Park for the press launch, signboards will tell the media where to find the venue for the press launch, also the courtesy Pringles Girls will lead the media to the right venue.
Speech by Pringles representative
Pringles brand people will brief the media about the new Pizza flavor product and explain its future strategy in China, to get an increasing percentage share of the snack market.
Q&A
Prize awards to winning journalists who get right answers to the “new Pringles flavor guess” game.
End of Media Launch
Then, the media will be invited to a barbecue in the Park. And, at 6:30pm, the media will be led to the Dance Party. The media are encouraged to bring their families to the event.
Launch Event : Product Launch & Pringles World Dance Party
Product Launch
Bringing the world’s largest potato chip to China
Program Rundown:
Time: 7:00pm to 7:30pm
Italian dance and Pringles leaning dancers to cheer the audience
Pringles representative address the audience
Ceremony symbolizing the coming of Pizza flavor: A Pringles official to climb up the Pisa Tower to press on the “launch button”, with a jingle, the biggest Pizza shape potato chip will be exposed (the button triggers a pulling mechanism taking off the cover-up of the Pizza below).
Pizza flavor trial: The biggest potato chip is actually the Pringles Pizza flavor placed in a large Pizza container. The chips will be distributed by staff to the audience to try.
End of Product Launch and kicking off of the World Dance Party
Pringles World Dance Party
Time: 7:30pm to 11:00pm
Program Rundown:
MC explains why this event:
Dance is associated with energy, fun and bringing people together, and so is Pringles. Bringing people together, bringing the world’s different dances (performed by students of Beijing Dance College) to China and bringing fun to people is the main objective of the party.
Dance and Guess
Dance Performance and Guess “what kind of dance is this” game will be held throughout the party. In between, will be Pringles elements like Fun Ways to Eat Pringles (one throwing, one catching with the mouth) Contest, Leaning Dance Participation: Audience who join the leaning dance on stage will get prizes. Pizza like Frisbees fly and catch contest will also be hosted in between the “Dance and Guess” program. A dancing machine competition is also included to bring the dancing party to another climax. Disco dance sessions will also be arranged to involve all participant participation. All in all, the party will be full of fun, fun and fun.
Free Pringles Pizza trial counters will be set up at the wing sides of the venue.
--Prizes to game winners can include Pringles chips, Pringles branded souvenirs like watches, T-shirts, etc. It is suggested that joint promotions can be arranged together with some consumer companies like Nike or Nokia to give prizes of high popularity.--
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Post-event
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Purpose: To leverage on the launch function and to sustain the marketing drive.
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Press Release(together with captioned photos) Distribution
Press release distribution on a national basis
Photos taken from the launch function will be dispatched together with release.
预算
预算中包含两个部分，一个是实际支出，另一个是公关服务费用。
实际支出中将所要花费的明细列出，包括单价，数量，总价。
（这里有很多表格，我不知道怎么能弄上来，所以，这里的例子暂缺）
活动时间安排
将所策划的活动按时间顺序列出，给客户一个明确的时间概念。在活动安排中，时间上的安排显得非常重要。
（这里还是有很多比较珍贵的表格，可是弄不上来，暂时空缺）
这个活动方案希望可以为大家在工作中提供一个参考。