東方仁德-大眾品牌升級(jí)及傳播策略方案en-資料下載頁(yè)
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【正文】 r technician his keys. TECHNICIAN: “I DON?T KNOW YOUR CAR BUT I?LL DO A GOOD JOB.” Again, the customer pulls the keys away as if he?s changed his mind. 90 Concepts amp。 Ideas Advertising: TV 15 secs. The customer is about to give an FAWVW technician his keys. TECHNICIAN: “I KNOW EVERY DETAIL OF YOUR CAR AND I?LL DO A PERFECT JOB.” 91 Concepts amp。 Ideas Advertising: TV 15 secs. This time the customer gives the keys to the technician. 92 Concepts amp。 Ideas Advertising: TV 15 secs. ANNOUNCER: “AT FAWVW, WE KNOW YOUR CAR, WE KNOW YOU.” 93 Concepts amp。 Ideas Advertising: TV 15 secs. Title: FAWVW logo. 94 Concepts amp。 Ideas Advertising: TV 95 Concepts amp。 Ideas Ideas. Events Spare parts Internal contest / PR DIY contest / PR Media 96 Concepts amp。 Ideas Results card for free test. ? After free test, customer is given a 3color card: Level 1 Red = Serious problem must be corrected. Level 2 Yellow = Mechanical suggestion worth doing. Level 3 Green = Car upgrade suggestion adds value. ? To stimulate sales, gifts may be given for each level with gifts increasing in value for each added level. 97 Concepts amp。 Ideas Vacation checklist. ? After free test or before holiday period, customer is given a free holiday checklist with advice about how to avoid problems. ? May include an emergency number to call. 98 Concepts amp。 Ideas Spare parts ideas: Roadshow. ? The objective in this idea is to present the dangers of nongeuine parts to customers right at the point of contact at the 3S dealer where they?re thinking about repairs and can be influenced most easily. ? The road show will consist of a small team, an exhibition module and a short video about what can happen to a car with nongenuine parts. It will show the trouble thaty can be caused and the expense of fixing it. ? This will of course highlight the need for only FAWVW original parts, designed in Germany and only authorized FAWVW dealers. 99 Concepts amp。 Ideas Internal contest ideas. ? “Nick Nickel” concept may be expanded to regions with more entrants and more PR. ? 3 phases: a) Dealers apply for tests in 9 regions. b) Each region has its own finals. c) 9 regional champions go to grand final in Beijing. ? National champions receive major PR celebration and winners go to Germany. ? This could be an international event with national winners peting for the world title at a different location each year. 100 Concepts amp。 Ideas DIY ideas. ? Contest for DIY enthusiasts. ? 9 regional contests divided into Bora, Golf, Jetta owners. ? Points awarded for: Simple maintenance. Decorative improvement. ? 27 winners invited to Beijing to take part in “Nick Nickel” special DIY category. ? 3 national champions one for Bora, Golf, Jetta. ? Great opportunity for PR using customers and technicians. 101 Concepts amp。 Ideas Media ideas: Sponsorship ? Link to “Auto Driving amp。 Service.” ? One of top 3 magazines. ? Sponsorship of “Tech Lecture” using “Hans” symbol. 102 Concepts amp。 Ideas Media ideas: Better relations. ? Meetings with media to correct customer perception. ? If the media receive negative customer feedback about FAWVW AfterSales, the media will call to pass on the criticism. ? FAWVW can followup to correct the problem. 6. Conclusion 104 Conclusion ? Customer loyalty depends on both Sales amp。 AfterSales. ? Benefits of FAWVW loyalty e back to AfterSales. ? Competition is being severe. ? Independents are growing. ? Media spending is multiplying. ? FAWVW AfterSales image should be higher. ? Solution is a fully integrated munications program built around the FAWVW difference. 105 Conclusion Oamp。R has investigated the market, analysed the petition, talked to the customer. We?re ready to help.
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