1、An R3 White PaperENHANCING EXPERIENCE MARKETINGDRIVING TRANSFORMATION FOR MARKETERS set up event goals and define your audience.市场主明确内部活动预算和想要达到的目标和触及的目标人群Set up event KPIs according to the type of activity.根据活动的类型不同，确立好活动评估纬度Reduce unnecessary communication cost and finance cost via a standardized
2、working procedure.通过标准的化的流程减少不必要的沟通成本和物力成本Visualize each part and make sure everyone involved is on the same page.可视化活动各个环节，有效联动活动各部门和外部代理商Carefully monitor critical points to ensure an a smooth event process.在活动关键节点做有效地把控，确保活动进行环环相扣Set up timelines and keep everyone informed; have back-up plans for
3、 areas with the most potential risk.建立有效时间表，确定各部门信息透明。针对有风险步骤，提前做好预备方案Review the event performance with aligned KPIs.根据活动类型制定的KPI进行活动事后评估，对活动表现进行分析和总结Provide suggestions for areas that need further improvement and to maintain competitive edge.针对活动中出现的问题和不足进行下一步提升和反思，对优势环节j进行保持Strategy Consultancy, B
4、randing Agency, Creative Agency, PR Agency, IMC Agency策略咨询、品牌代理商、创意代理商、公关代理商、整合营销代理商Creative Agency, Event Agency, PR Agency, Event Management Software, Data Integration创意代理商、活动营销代理商、公关代理商、数字代理商、活动管理软件、数据整合代理Content, Presentations, Visual, Tech/Equipment/Installation, Logistics Management, Attendee
5、Activation, 3rd Party Managment, External Affairs内容、演示、视觉、技术/设备/装置、接待管理、嘉宾互动、第三方管理、对外事务DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES612Event Marketing Trends From One-stop to Industry Expertise线下营销趋势 从一站式代理商到专项代理商的转变With the increasing scale of event marketing and professionalism of internal
6、 teams, todays brands have the ability to interface with multiple external agencies. This allows marketers and agencies to close the loop between online and offline activities and meet targets.随着活动营销的规模的日益扩大和品牌方内部人员配备的完整性和专业度不断提升，如今的品牌方有足够的能力去对接不同类型专项的代理商来确保整个营销战役一个从线上传播到线下引流的完整闭环，满足营销需要。Phase 1: Ob
7、jectiveMarketer needs to internally discuss event objectives.阶段1：活动需求 w市场主内部沟通活动需求和目标。Phase 1: ObjectiveMarketer needs to internally discuss event objectives.阶段1：活动需求市场主内部沟通活动需求和目标。Phase 2: PlanningAgency to plan event according to brief.阶段2：活动策划市场主对外部代理商下达需求，代理商提出策略和执行方案。Phase 2: PlanningEvent plan
8、ning by lead agency.In the meantime, the social/digital/event/construction agency provides an action plan under the overall strategy.阶段2：活动策划活动策划由主导代理商负责活动策略和规划，由数字、社交、活动等代理商分别依照主策略提出执行方案 。Phase 3: ImplementationAgency to coordinate with a 3rd party on execution to ensure the event will be delivered
9、.阶段3：活动执行代理商负责执行方案，并对接活动各方，确保活动顺利进行。Phase 3: ImplementationMarketer to connect both online and offline agencies to ensure online communication brings traffic to the offline event.阶段3：活动执行市场主需同时兼顾线上传播线下引流，保证线上流量到线下活动的转化 。Phase 4: KPI MeasurementAgency to provide event wrap-up report with figures and
10、data.阶段4：绩效考核代理商提供活动数据表现报告。Phase 4: KPI MeasurementAgency to provide event wrap-up report with figures and data.阶段4：绩效考核代理商提供活动数据表现报告。Phase 5: Event EvaluationMarketer to evaluate event performance and suggest areas for improvement.阶段5：活动评估市场主通过代理商的活动表现报告对活动进行评估，提出改进建议。Phase 5: Event EvaluationMarke
11、ter to evaluate event performance and suggest areas for improvement.阶段5：活动评估市场主通过代理商的活动表现报告对活动进行评估，提出改进建议。12INTERNAL TEAM external agencies7ENHANCING EXPERIENCE MARKETINGEvent Marketing by IndustrY针对各行业的活动营销布局Depending on marketing objectives and type of business, event marketing can be roughly cate
12、gorized as Brand Events, Product Launch Events, Consumer Engagement Events, Sales-driven Events, PR-driven Events, Conferences, and Exhibitions. The form of events preferred by marketers vary between industries.活动营销根据其目的及活动形态大体上可分为品牌活动、发布会、消费者主题活动、销售导向活动、公关传播活动、会议、展览七大类；不同行业根据其业务形态和产业特点均有一定的活动类别的偏好及
13、常用模式。Event Marketing Category活动营销类别Automobile汽车3C FMCG快消品Sports/Fashion运动&时尚Luxury奢侈品Healthcare健康Travel/Tourism旅游Internet网络服务B2BBrand Events(Strategy Launch, Brand Launch, Gala, Brand Exhibition, Brand Evening)品牌活动(战略发布、品牌发布、庆典、品牌展览、品牌之夜)Product Launch Events(Product Launch, Fashion Show)产品发布会(产品发布、
14、时装秀）Consumer Engagement Events(Offline Experience, Pop-up Store, Playground, Party, Roadshow, Game)消费者主题活动一(簀欀匀%欀欀簀欀讀缁缀砀螏頀h栀椀挃挃挃匄甀洀愀渀椀爀漀氀攀洀愀氀攀愀琀攀匀匀攀搀栀攀洀砀瀀爀攀猀猀瀀搀昀瀀椀挀最椀昀匀甀洀愀渀椀爀漀氀攀洀愀氀攀愀琀攀匀匀攀搀栀攀洀砀瀀爀攀猀猀瀀搀昀尀尀攀攀搀戀挀搀愀昀攀挀昀儀椀唀伀攀愀愀椀嘀稀琀娀漀洀洀欀最栀刀刀嘀搀猀瀀椀倀瀀洀稀洀瀀堀搀倀戀砀眀攀吀儀匀甀洀愀渀椀爀漀氀攀洀愀氀攀愀琀攀匀匀攀搀栀攀洀砀瀀爀攀猀猀挀攀戀搀挀搀搀戀搀昀戀戀昀愀栀礀稀L笀攀搀栀攀洀砀瀀爀攀猀猀靓匀S
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