【文章內(nèi)容簡(jiǎn)介】 地產(chǎn)商，特別是外來(lái)的房地產(chǎn)商為了扎根杭州，和相關(guān)政府部門的領(lǐng)導(dǎo)進(jìn)行相關(guān)的資源互換，造成有很多富二代在杭州房地產(chǎn)行業(yè)內(nèi)就業(yè)；? 房地產(chǎn)是暴富行業(yè)： 這幾年杭州房地產(chǎn)行業(yè)發(fā)展非常快，很多房地產(chǎn)從業(yè)員在前幾年進(jìn)行炒房，因此暴富，有購(gòu)買 A1的經(jīng)濟(jì)實(shí)力；? 能夠覆蓋關(guān)注房地產(chǎn)的人群： 近幾年很多人，通過(guò)炒房賺取了很多錢，該部分人群對(duì)房地產(chǎn)行業(yè)的關(guān)注程度遠(yuǎn)遠(yuǎn)超過(guò)其他行業(yè)，針對(duì)房地產(chǎn)行業(yè)的推廣能夠有效覆蓋這部分群體；? 各方參與積極性高： 開(kāi)展本次活動(dòng)，房地產(chǎn)商有提升自己企業(yè)形象的需求；參賽房地產(chǎn)從業(yè)人員有獎(jiǎng)項(xiàng)吸引和自我的實(shí)現(xiàn)；媒體有擴(kuò)大活動(dòng)影響力的需求。借助該評(píng)獎(jiǎng)活動(dòng)，能夠?qū)崿F(xiàn)小活動(dòng)，大宣傳的目標(biāo)，使目標(biāo)客戶集中的房地產(chǎn)行業(yè)關(guān)注和談?wù)搳W迪 A124 *Why is it named Fashion Beauty of Hangzhou Real Estate“ Selection and provided oneyear right of using A1?? The target customers are concentrated:? Concentrated 2G Rich: The relationship between the real estate industry and other departments like the government and the institutions is plex. Many real estarte agents, especially those alien agents exchange materials with cadres of related government departments in order to take root in Hangzhou. The result is that many 2G Rich get jobs in the real estate industry in Hangzhou.? The real estate industry can make people get rich suddenly: During these years, Hangzhou’s real estate industry has developed very fast and many people have striken it rich by making fast ducks in the past few years and thus they have the economic strength to buy A1.? It covers groups of people who focus on real estate: Recently, many people have earned money by making fast bucks, who pays more attention to the real estate industry than to the other fields. The promotion targeting at the real estate industry can cover the group effectiely.? All sides have participated actively and enthusiastically: Through this activity, the real estate agents can satisfy their need to improve their image。 the participating real estate workers can win awards and achieve selfrealization。 the media can meet their need to expand their influence.With the help of the award, we can reach our purpose of “Small activity, Large publicity”, making the target client concentrated real estate industry focus on and talk about Audi A125 *為何開(kāi)展對(duì)比試駕并提供 A1一年使用權(quán)？ Why do we hold contrast test drive and provide oneyear right of using A1?? 吸引社會(huì)關(guān)注： 開(kāi)展試駕挑戰(zhàn)賽，并提供 A1一年使用權(quán)，將吸引社會(huì)關(guān)注，成為目標(biāo)客戶談?wù)摰脑掝}；Attract social attention: By carrying out contrast test drive and providing oneyear right of using A1, we can attract social attention and make it a topic in conversations of the target users.? 能有效促進(jìn)銷售： 通過(guò)和寶馬 MINI進(jìn)行對(duì)比試駕，讓消費(fèi)者直接體驗(yàn)奧迪 A1的激情和優(yōu)勢(shì)，直接促進(jìn)銷售，吸引社會(huì)關(guān)注，擴(kuò)大市場(chǎng)聲音； Promote sales effectively: Through the contrast test drive with BMW MINI, the customers can experience directly the passion and advantages of A1, which directly promotes sales, attract social attention and amplify market voice.? 覆蓋更多目標(biāo)客戶： 結(jié)合經(jīng)銷商宣傳，讓其他媒體行業(yè)、教師等目標(biāo)行業(yè)的客戶參與，體驗(yàn)奧迪 A1；Cover more target clients: We will let our target clients from other media, teachers and so on to participate in bination with the publicity of the distributors and experience Audi A1 themselves.對(duì)比試駕將能夠直接促進(jìn)銷售，提升經(jīng)銷商的展廳集客量，覆蓋更多目標(biāo)客戶 The contrast test drive will directly promote sales and increase the number of visitors in the dealers’ exhibition hall, thus covering more target clients.26 *為何開(kāi)展奧迪 A1時(shí)尚生活攻略？Why do we practice Audi A1 fashion life strategy?? 塑造一種奧迪 A1車主的鮮活形象： 結(jié)合美女、美食、美車、時(shí)尚的著裝，塑造一個(gè)奧迪 A1車主的形象。 Create a live image of Audi A1 owners: We will create an image of a Audi A1 owner in bination with beauties, delicious food, beautiful cars and fashionable clothes.? 傳達(dá)奧迪 A1時(shí)尚生活方式： 結(jié)合網(wǎng)絡(luò)、微博等形式的傳播，讓目標(biāo)消費(fèi)者對(duì)這種魅力生活方式和奧迪 A1產(chǎn)生向往。 Convey a fashionable life style of Audi A1: Through the propogation of inter, Microblog and other forms of media, the target customers will be attracted towards the glamorous life style and A1.傳達(dá)一種奧迪 A1車主的時(shí)尚魅力生活形象，和目標(biāo)客戶建立起生活和文化上的向往和共鳴 Convey a life image of fashion and charm of the Audi A1 owners and establish the desire and resonance in life and culture with the target clients.27 *活動(dòng)亮點(diǎn)和創(chuàng)意 此次活動(dòng)秉承小活動(dòng)，大宣傳，活動(dòng)為宣傳、集客做服務(wù)，預(yù)計(jì)整體的報(bào)道價(jià)值超過(guò) 300萬(wàn)；? 目標(biāo)針對(duì)性高： 與富二代集中的行業(yè)－房地產(chǎn)進(jìn)行深入合作，能夠有效輻射模特、媒體從業(yè)人員、部分富二代、 19樓的網(wǎng)友等目標(biāo)客戶；? 對(duì)客戶吸引力大： 開(kāi)展杭州房產(chǎn)時(shí)尚美女評(píng)選活動(dòng)，冠軍獎(jiǎng)勵(lì)奧迪 A1一年使用權(quán)；以及開(kāi)展試駕挑戰(zhàn)賽，為冠軍提供奧迪 A1一年使用權(quán)，將能夠極大的吸引目標(biāo)客戶參與；并能夠有效增加經(jīng)銷商展廳集客量；? 調(diào)動(dòng)媒體積極性 ：通過(guò)提供奧迪 A1一年使用權(quán)大獎(jiǎng)的形式，能夠有效促進(jìn)合作的 19樓網(wǎng)站媒體的配合度和宣傳積極性，保證活動(dòng)整體的宣傳連續(xù)性和被關(guān)注度；? 促進(jìn)經(jīng)銷商投入，保證宣傳效果： 聯(lián)合經(jīng)銷商進(jìn)行活動(dòng)宣傳，能夠保證統(tǒng)一的市場(chǎng)聲音，達(dá)到奧迪 A1上市信息宣傳效果最大化。28 *Highlights and Creativity The event adheres to the principle of “Small Events, Large Pubilicity, Events for Publicity, Serve for Guests” and the estimated overall reporting value reaches more than 3 million.? High target: We cooperate with the 2G Rich concentrated industry—the real estate industry—so as to cover the models, media workers, some 2G Rich, 19th building izens and other target clients? Big attraction for clients: The winners in the selection of ?Fashion Beauty of Hangzhou Real Estate“ will be awarded a oneyear right of using Audi A1。 The winner of the test drive challenger will be awarded oneyear right of using Audi A1, which will attract the target clients to participate in it。 it also can increase the number of guests on the dealers‘ exhibition hall? Mobilize the initiative of the media: With the award of oneyear right of using Audi A1, we can effectively promote the coordination and initiative for publicity with the 19th building inter meida, thus ensuring the overall continuity and focus of the event.? Promote the investment of the dealers and guarantee the publicity effects: Through event publicity with dealers, we can guarantee a united marketing voice and reach our target of a maximum publicity effencts for the listing of Audi A129 *活動(dòng)效果預(yù)期 Event effents expectations活動(dòng)目標(biāo) Purpose 相關(guān) KPI指標(biāo) KPI Target ?傳播奧迪 A1上市信息； Spread the listing information of Audi A1?擴(kuò)大奧迪 A1的產(chǎn)品知名度； Enlarge the popularity of Audi A1?促進(jìn)奧迪 A1銷售。 Promote the sales of Audi A1?開(kāi)展車展運(yùn)營(yíng)，美女時(shí)尚生活攻略，冠名杭州房產(chǎn)時(shí)尚美女評(píng)選活動(dòng)，對(duì)比試駕等活動(dòng)，直接接觸目標(biāo)客戶超過(guò) 5000名； Operate auto exhibition, strategies for beauty’s fashion life, the selection event naming “Hangzhou real estate fashion beauty”, contrast test drive and so on.?通過(guò)媒體傳播，影響人群超過(guò) 200萬(wàn)人； With the media’s cover,