车衣、备胎罩项目投资备案报告.docx
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1、(线下体验、快闪店、嘉年华、派对、路演、竞技赛事)Sales-drive Events(Product Experience, Promotion, Roadshow)销售导向活动(产品体验、促销派发、路演)PR-driven Events(Press Conference, Press Trip)公关传播活动(媒体发布会、媒体探访)Conferences(Industry Conference, Seminar & Workshop, Brand Conference, Summit)会议(行业大会、研讨会、品牌大会、峰会)Exhibitions(Trade Show, Brand Exhi
2、bition)展览(专业展览、品牌展览)DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES8Event Marketing Trends A Combination of online and offline marketing线下营销趋势 线上与线下营销结合For marketers, there is no clear line between ATL and BTL marketing. They are both inseparable parts through the whole campaign. Some marketer
3、s prefer to drive in-store customers to their online stores to trigger purchase, as the cost of customer acquisition is much lower. On the other hand, some marketers encourage those who visit their websites to complete purchases in physical stores.对于市场主来说,线上与线下营销再也不是拆开的两个单独个体,而是整个营销战役中密不可分的一部分。一部分市场
4、主愿意把到店的门客变为在线消费力,且获客成本远低于电商平台。另一部分市场主则希望在线上了解产品的群众,可以莅临门店完成购买。Pros & Cons优劣势分析Media媒介载体Cost成本Consumer Experience消费群体体验感Online线上营销Pros优势TV and internet-based media, with wider reach and is not subject to time and geographical constraints使用电视、网络等媒介作为载体,受众面广且不受时空与地域的限制No direct manpower cost相比较线下活动,人力成
5、本及实际花费低No need to queue up or wait to experience products不需要排队或者等待就可以体验产品Cons劣势Weak direct experience with products消费者很难直观体验产品Low transparency on cost成本透明度低Weak direct experience with products对产品直观体验感弱Offline线下营销Pros优势In-store and on site displays for an intuitive customer experience采用门店或者现场为消费者展示,直
6、观体验感强High transparency on cost需要大量人力、财力和物力,成本高且花费时间较长Multi-sensory experience for consumers有直观的感官体验Cons劣势Limits with geography, time, and venues受地域、时间和场地限制比较大Requires high manpower and financial resource, time consuming and expensive成本透明度高Experience duration and opportunities are not guaranteed 体验时长
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