宝马新车上市经销商执行手册

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Overall Concept 整体活动方案
Launch Moment 发布时刻 - After registering at the reception counter, guests enter the welcome area, where cocktails, drinks and canapés will be served. 在接待台签到后，来宾进入欢迎区域，享用鸡尾酒、饮料和小吃。 - After the VIP speech, the launch video will start. 嘉宾致辞之后, 开始播放发布视频短片。
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Cue Sheet 活动流程描述
Cue Sheet 活动流程描述
Time 时间
18:00 - 18:30
Description 过程描述
Guests arrival and registration
Lightings Effect 灯光效果
Mood lightings
Music / Sound 音乐和声音效果
Create awareness for E90 LCI in the local market 向本地客户及媒体传达新车型E90 LCI 上市的信息 Introduce and position the product to customers and prospects to increase purchase intention 向媒体及潜在客户介绍新车型的目标定位, 促进购买意向 Attract new customers 吸引新的潜在客户 Promote media exposure 增加媒体曝光率
BMW E90 LCI Dealer Launch BMW E90 LCI 经销商发布会 Event Manual 活动指南
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This package contains 本活动执行套装包括
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Event package DVD 经销商发布会指导DVD - BMW 3 Series E90 LCI Dealer Launch Event Manual BMW 3 Series E90 LCI 经销商发布会活动指南 - High Resolution Artwork File of 2D Graphics 高精度平面美工图
主持人致欢迎词并邀请来宾到发布区就座
18:35 - 18:40 18:40 - 18:45 18:45 - 18:48 Speec h by BMW representative
舞台灯光
ETC par / Stage lighting ETC 和舞台帕灯 ETC par / Stage lighting ETC 和舞台帕灯 Lights dim
- After the launch video played, with the heartbeat noise, the curtain is rising up slowly, the new BMW 3 Series sedan is unveiled. (Optional: A laser show with the laser beams mimicking the heartbeat graphs, plays around the car. ) 短片结束后, 伴随着心跳的声音, 屏幕(幕帘)缓缓升起, 新3系展车呈现在来宾面前。 (备选：屏幕/幕帘升起的同时, 激光束折射出模仿心电图形状的曲线。 )
主持人麦克
Podium Mic
"主题屏" " 主题屏" 或讲台现场
宝马代表致辞
Speec h by dealer GM
讲台麦克
Podium Mic
镜头
" 主题屏" 或讲台现场
经销商总经理致辞
Launc h moment
讲台麦克
Video sound
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10 - 11
12 - 19
20 - 30
31 - 34
35 - 38
39 - 51
52 - 54
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Manual Instructions 手册使用说明
This manual contains all the needed and useful information to realize a perfect launch event of the BMW 3 Series E90 LCI. We recommend following this manual step by step to understand the overall concept. 本手册包含了BMW E90 LCI 经销商发布会所有相关信息, 建议按照如下步骤仔细阅 读。
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Event DVD will be sent out by 20th of November 2008 DVD光盘资料将于2008年11月20日前寄往经销商处
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Index 目录
Manual Instructions 手册使用说明 Event Overall 整体活动概述 Overall Concept 整体活动方案 Program Rundown 活动流程 Showroom Floor plan 展厅搭建布局图 Showroom Setup Design and Production Drawing 展厅搭建方案及制作图 Production & AV Check List, Cost Estimation 搭建及音视频设备清单, 费用预算 Setup Schedule 搭建日程安排 Execution 活动执行 2D Graphics 平面美工图 Inquiry Hotline 咨询热线
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Event Overall 整体活动概述
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“Emotions” 激情 One key word…EMOTIONS, linked to the sports terminology 关键词。。。激情，与运动紧密相连 EMOTIONS you feel when you are watching your favorite sports 激情－当你在欣赏最爱的体育赛事时心中所感 EMOTIONS you feel when you are cheering for your favorite team or for your hero 激情－当你为最爱的队伍或心目中的英雄喝彩时心中所感 EMOTIONS you feel when your team wins, or your hero triumphs 激情－当你最爱的队伍或心目中的英雄获胜时心中所感
1st step 第一步
Event General Information 整体活动概述
2nd step 第二步
Understanding of the concept 理解活动概念
3rd step 第三步
Execution & Detailed Key Points 活动执行细节及要点
4th step 第四步
描述 来宾到达, 欢迎酒会 主持人邀请来宾入座 宝马代表致辞 经销商总经理致辞 发布时刻 - 发布短片
- 屏幕向上卷起 - 新车亮相
18:48 - 18:58 18:58 - 19:15 19:15 - 20:15 20:15
Produc t presentation Guests invited to take a closer look at the new 3 series Dinner Event ends
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Program Rundown 活动流程
Rundown 活动流程
Time
时间
18:00 - 18:30 18:30 - 18:35 18:35 - 18:40 18:40 - 18:45 18:45 - 18:48
Description Guests arrival and registration MC welc omes guests and invites guests to take their seats in the launc h area Speec h by BMW representative Speec h by dealer GM Launc h moment - Launch Video - Sc reen rolled up with heartbeat noise - Car unveiling
Bac kground music
Video 视频
"欢迎" PPT
客人签到
MC welc omes guest and invites guests to take their seats in the launc h area
氛围灯光
Stage lightings
背景音乐
MC Mic
18:30 - 18:35
Launch DVD Manual DVD手册
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Event Overall 整体活动概述
Event Date: 活动日期: Event Venue: 活动地点: Attendees: 出席人数: Objectives: 活动目的: – –
December 09th – December 25th, 2008 2008年12月09日 至2008年12月25日 BMW authorized dealer showroom BMW授权经销商展厅 150 guests (Existing customers, prospects, local media, VIP…) 建议出席人数150人 (包括现有车主, 潜在客户, 本地媒体, VIP等)
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Event Overall 整体活动概述
1.ቤተ መጻሕፍቲ ባይዱ
Positioning 定位 Aligning with the national launch, the new E90 LCI is positioned as the most athletic sedan in its class. BMW E90 LCI 定位于同级车中最具运动特性的轿车。 Chinese Claim 中文宣传语 新BMW 3系。擎动 心动。 Event Concept and Launch tonality 活动概念及定位 Athletic approach with a champion theme, focus on the word EMOTIONS 运动,结合冠军主题,聚焦于‘激情’ Eye-catching innovative program 引人注目的创新方案 Dynamic and aesthetics 动感, 美学
产品知识介绍 邀请来宾参观展车 自助晚餐 发布会结束
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The event time is proposed to be completed within three hours and its starting time could be flexible due to actual situation between varies cities. 活动时间控制在三小时以内,经销商可以依照当地实际情况作相应调整。 The event program can be adapted according to different dealer’s situation. Please contact BMW China Dealer Marketing Regional Manager for confirmation. 根据经销商实际情况屏幕,如需对活动具体内容进行调整,请与BMW China经销商市场区域经 理联系并获得确认。
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Event Overall 整体活动概述
5. Concept Implementation 概念的实施 In order to implement event concept into the launch programs, below elements have been used: 为了将“冠军，激情”的概念融入整个发布活动中，使用了以下相关元素： Raceway carpet 跑道式地毯 Champion wall 冠军墙 Winner podium 冠军讲台 Communication materials, POS 图片海报及相关宣传资料