整合市场攻击.ppt

整合市场攻击杀手锏之二整合市场推广攻击

整合市场攻击的概念 ,[object Object],[object Object],[object Object]

例： CANNES 康城整合市场攻击策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

例 2 ：深圳蔚蓝海岸 2001 年度市场攻击策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

例 3 ：武汉金色港湾开盘阶段攻击策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

整合市场攻击 - 案例 1 ,[object Object],[object Object]

CANNES 康城 .Townhouse 整合市场攻击策略 Strategy Ad. Planning 博思堂 . 妙音通联手广告 2001 年 1 月 18 日

一、地产 3 大定律 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

二、我们还有多长时间？ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

三、如何在一年内进入第一领导品牌阵营？ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

四、 CANNES 康城整合市场攻击策略 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

五、 CANNES 康城第一攻击阶段 ,[object Object],[object Object],[object Object],[object Object],[object Object]

战术 1 ：动线封杀 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 2 ：新闻发布酒会 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 3 ：媒介预热 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 4 ：华彬大厦接待处建立 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 5 ：媒介经济封杀 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 6 ：路演推介会 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 7 ：地产展销会（春） ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 8 ：媒介热销新闻 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

六、 CANNES 康城第二攻击阶段 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 9 ：现场展示 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 10 ： CANNES 康城风筝节 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 11 ：免费度假抽大奖 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 12 ：儿童绘画比赛 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 13 ：地产展销会（夏） ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 14 ：点杀 CBD 目标群 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 15 ：儿童夏令营 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 16 ： CANNES 康城会刊 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

七、 CANNES 康城第三攻击阶段 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 17 ：地产展销会（秋） ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 18 ：中秋业主联谊会 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 19 ：浪漫 Show 狂欢节 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 20 ：模型巡回展 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 21 ：地产展销会（冬） ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 22 ：贺卡 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 23 ：新年音乐会 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

八、 CANNES 康城第四攻击阶段 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

九、 CANNES 康城第五攻击阶段 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

十、 CANNES 康城第六攻击阶段 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

整合市场攻击 - 案例 2 ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object]

万科四季花城 Wonderland 二期推广策略建议 Strategy Ad. Planning 博思堂 Birthidea 广告 2000 年 4 月 16 日

一、我们的优势还在吗？ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object]

二、我们目前还有优势吗？ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

三、我们的优势在哪儿？ ,[object Object],[object Object],[object Object],[object Object],[object Object]

四、如何触动美丽？ ,[object Object],[object Object],[object Object],[object Object],[object Object]

建议一现场：假日市场 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

建议二外卖场：万佳 3 个分店（营销媒介） ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

建议三：香港推广 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

建议四：媒介宣传 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

建议五：路牌、侯车亭 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

五、万科四季花城二期年度推广计划 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

六、年度推广费用预算 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

七、第一阶段媒介计划 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

八、第一阶段报纸费用预算 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

万科四季花城三期推广策略 Wonderland Strategy Ad. Planning 【美丽秀 Show 狂欢节】博思堂 Birthidea 广告 . 2000.8.9

一、我们的任务？ ,[object Object],[object Object],[object Object],[object Object],[object Object]

二、潜在目标客户是谁？ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

三、如何让老客户带新客户来？ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

美丽秀 Show 狂欢节 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

四、如何让新客户来？ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

五、媒介计划一览表 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

六、费用预算单 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

七、热点如何不断延续？ ,[object Object],[object Object],[object Object],[object Object],[object Object]

八、准备阶段工作计划 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

本次策略流程 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

万科四季花城 WonderLand 2001 年度品牌攻击战 Brand Ad. Strategy

观点： ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

布局： ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

作战： ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3 月份作战计划： ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 1 ：共建美丽家园 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 2 ： SouFun.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 3 ：进攻华强北 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 4 ：深视健身房 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 5 ： 4 期开盘 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 6 ：春交会 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 7 ： 5 月美少年 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 8 ： Openday ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 9 ： 4 期公开发售 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 10 ：周末大赢家 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 11 ：儿童夏令营 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 12 ：美丽狂欢节 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 13 ：老人美丽特训营 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 14 ：美丽摄影展 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

战术 15 ：深圳航空 ,[object Object],[object Object],[object Object],[object Object],[object Object]

战术 16 ：入伙 2 周年纪念 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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