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究極之美Online Marketing Plan,[object Object],企劃:chickping,[object Object]
究極之美優勢,[object Object],機能性強,不失流行性塑身功能加上流行性足夠,成為消費者內搭褲的最佳選擇。,[object Object],網路口碑優搜尋網路上的口碑,可看到有參加過去試用大隊、自行購買的消費者都有絕佳的評價,給予肯定。,[object Object],價格平易近人以內搭褲+修飾功能的內著價格來說,屬於一般消費者可接受又能嚐試的價格。,[object Object],究極之美,[object Object],符合流行市場趨勢,選擇性多內搭褲為現在裝扮趨勢,七種顏色+三種長度+三種花色+兩種褲管造就消費者選擇多,樂於購買。,[object Object]
究極之美目前需解決的問題,[object Object],部落客試穿未達到目的試穿內容未將究極之美與一般內搭褲有何不同之處彰顯出來,單就內搭褲市場來說競爭者多,需多強調與一般有何不同。,[object Object],網路口碑較少網友購買產品,最常上網先搜尋「好不好穿」,必備的網路口碑目前還不足。,[object Object],究極之美,[object Object],消費者品牌熟悉度不夠以目前網路搜尋及消費者印象,品牌的朗朗上口度還未達到標準。,[object Object]
Objective,[object Object],加深品牌知名度,[object Object],讓消費者了解品牌:「究極之美」,不要讓消費者只有模模糊糊的印象。,[object Object],加深消費者對於產品機能性強的印象,[object Object],讓消費者了解產品好用又不昂貴的優點,打入消費者心中。,[object Object],增強網路口碑,[object Object],增強有用的網路口碑,能忠實呈現「效果」的口碑,才是最重要的。,[object Object]
Strategy,[object Object],第二波-建議之後進行,[object Object],達到目標,解決問題!,[object Object],第一波,[object Object],+,[object Object],=,[object Object],產品,[object Object],實際銷售,[object Object],品牌、產品知名度,[object Object],先行向消費者針對品牌以及產品知名度的溝通,增加互動性,溝通工具為:Event Site、facebook。,[object Object],更強調產品功能及實穿性,讓消費者,[object Object],引起嘗試的念頭,溝通工具為:Event Site 。,[object Object],[object Object],介紹產品機能性,與產品多樣性的介紹。,[object Object],[object Object],互動遊戲,增加品牌知名度,網友上傳自己的衣服照並選擇搭上究極之美的其中一款內搭褲(內搭褲為活動提供照片供網友選擇),並為整體look取一個適合的標題。供網友票選,並可留言討論。,[object Object],同時可以將網友完成的look貼上facebook,藉此拉票也能達到活動人氣。,[object Object],[object Object],對幾位非紙片人身材的部落客邀稿,對於文章內容有所要求,希望能著重於產品機能性輔以整體穿搭,達到消費者的關注。,[object Object],[object Object],以小美為女主角來演出平面劇場,介紹小美的七日穿搭配合每日的背景小故事,每天的穿搭都一定會搭上究極之美的內搭褲,並輔以產品介紹。,[object Object],[object Object],幕招適合的、有意願的試用者來試穿並將before&after拍出,做詳細的比對,並免費幫試用者做整體造型。,[object Object],[object Object],以最低價格及前面兩項活動內容來吸引網友湊七雙合購,吸引網友拉自己的親朋好友來合購。同時可舉辦後續活動……….,[object Object],建議於下半年度(6~7月)進行第二波活動,[object Object]
Event sitemap,[object Object],活動網站首頁,[object Object],標題文案:,[object Object],1.打造究極內搭Queen,[object Object],2.,[object Object],3.,[object Object],究極之美的秘密2pages-產品特性+內搭褲各式介紹,[object Object],究極內搭Queen報名頁+活動說明,[object Object],部落客試穿實證,[object Object],究極內搭Queen賞美參賽照片頁,[object Object],facebook個人頁面公佈個人參賽訊息,[object Object]
Event site畫面示意圖,[object Object],究極之美,[object Object]
首頁,[object Object],發現究極之美的秘密,[object Object],你就是究極內搭Queen…,[object Object],成為究極內搭Queen,[object Object],先研究究極之美的秘密,[object Object],究極之美的秘密,[object Object],究極內搭Queen,[object Object],部落客試穿實證,[object Object],究極內搭Queen賞美,[object Object],將主要活動呈現於首頁主視覺。,[object Object]
究極之美的秘密,[object Object],究極,[object Object],特色的秘密,[object Object],究極,[object Object],多樣的選擇,[object Object],究極之美的秘密,[object Object],究極內搭Queen,[object Object],部落客試穿實證,[object Object],究極內搭Queen賞美,[object Object],詳細產品特點介紹,可輔以半動畫方式來強調托高、集中,同時也就產品多樣性來一一做介紹。,[object Object]
究極內搭Queen(活動說明),[object Object],活動辦法,[object Object],準備好成為究極內搭Queen,[object Object],究極之美的秘密,[object Object],究極內搭Queen,[object Object],部落客試穿實證,[object Object],究極內搭Queen賞美,[object Object],活動介紹,將如何參加究極內搭Queen的活動辦法及獎品內容在此列出。,[object Object]
究極內搭Queen參加流程,[object Object],第三步:確認並為自己的Look取標題。,[object Object],第一步:先行登入iswii會員、上傳圖片。,[object Object],第二步:選擇所要搭配的究極之美。,[object Object],你的搭配為,[object Object],請選擇你要搭配的內搭顏色,[object Object],請上傳妳的服裝照,[object Object],瀏覽,[object Object],在第一步,[object Object],自行上船的,[object Object],服裝照片,[object Object],在第二步選出的內搭類型產品圖,[object Object],預覽,[object Object],+,[object Object],照片,[object Object],預覽處,[object Object],請選擇你要搭配的內搭長度,[object Object],七分,[object Object],九分,[object Object],三分,[object Object],確定了嗎?,[object Object],請為自己的搭配取個主題吧,[object Object],請選擇你要搭配的花色,[object Object],重新上傳,[object Object],菱格,[object Object],圓點,[object Object],素面,[object Object],請選擇你要搭配的褲管,[object Object],基本資料一定要,[object Object],蕾絲,[object Object],平口,[object Object],基本資料填寫區,[object Object],確定,下一步,[object Object],上一步,[object Object],確定,下一步,[object Object],確定,下一步,[object Object],上一步,[object Object],第四步:完成,照片直接出現在「究極內搭庫賞美」頁,並詢問是否要將look貼在個人facebook上宣傳拉票。,[object Object],在第一步,[object Object],自行上船的,[object Object],服裝照片,[object Object],在第二步選出的內搭類型產品圖,[object Object],+,[object Object],=,[object Object],Look,[object Object],標題,[object Object],除了Facebook轉貼訊息外,另外再加上Plurk、twitter工具轉貼,讓訊息再擴大。,[object Object],Facebook詢問框,[object Object]
Facebook轉貼內容示意,[object Object],標題。EX:今日心機約會去,我在究極內搭Queen找到自己的LOOK,                 快點來試試看。,[object Object],將使用者搭配好的兩張圖,顯示於此。,[object Object]
究極內搭Queen賞美呈現方式,[object Object],每位參賽者完成好穿搭後,會以以下呈現方式露出於「究極內搭Queen」單元頁面下,[object Object],暱稱,[object Object],投票點,[object Object],她是究極內搭Queen,[object Object],計算票數,[object Object],已得到103票,[object Object],+,[object Object],=,[object Object],今日心機約會去,[object Object],網友可直接針對look留言,作者也能馬,[object Object],上在此回應。,[object Object],留言,[object Object],留言展示區,[object Object],大家的留言會一直存在於此區。,[object Object],*可設一個究極之美的帳號,隨時來與參賽者及網友互動。,[object Object]
部落客試穿實證,[object Object],部落客,[object Object],照片,[object Object],Before照,[object Object],部落客,[object Object],照片,[object Object],Before照,[object Object],部落客,[object Object],照片,[object Object],Before照,[object Object],After照,[object Object],After照,[object Object],After照,[object Object],文章內容,[object Object],文章內容,[object Object],文章內容,[object Object],究極之美的秘密,[object Object],究極內搭Queen,[object Object],部落客試穿實證,[object Object],究極內搭Queen賞美,[object Object],預計找五位部落客來試穿實證,,[object Object],每位的呈現方式是將before與after的照片露出,加上一點點文章內容,,[object Object],網友可點擊內容,看完整文章。,[object Object],完整文章將po在iswii美妝新聞台。,[object Object]
媒體曝光,[object Object],究極之美,[object Object]
[object Object],精準媒體採買,[object Object],[object Object],-在各個blog平台上遞送廣告。,[object Object],可精選數個目標TA最常使用的類別,[object Object],遞送訊息。,[object Object]
iswii美妝新聞台露出版面,[object Object],以類似widget功能形式來呈現廣告內容,,[object Object],精選使用者的穿搭look,吸引使用者注意。,[object Object],你要哪種風格?,[object Object],+,[object Object],=,[object Object],今日心機約會去,[object Object],[object Object],-預估曝光數/週,[object Object],-預估點擊率%,[object Object],[object Object],-預估曝光數/週,[object Object],-預估點擊率%,[object Object]
[object Object],-預估發送份數份,[object Object],-預估開信率,[object Object]
活動所需,[object Object],究極之美,[object Object]
Product,[object Object]
Schedule,[object Object]
Thank you !,[object Object]

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究極之美Online marketing plan

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