体验营销白皮书

An R3 White PaperENHANCING EXPERIENCE MARKETINGDRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES23ENHANCING EXPERIENCE MARKETINGEvent MarketingAs a highly thought of and valuable approach for any kind of business, event marketing has become an important mechanism for overall communication strategy. In recent years, the rapid development of China’s market landscape has led to the evolution of event marketing assets and its development within the agency ecosystem.活动营销作为市场主非常看重的公关传播和市场推广的手段之一，近些年在中国市场中发展迅速，相对应的活动形式和代理商生态圈也有了长足的进步。 The advancement of technology and digital in recent years has meant that the link between online and offline marketing methods have been widely utilized to improve results in this field.同时，随着近些年互联网和数字技术的飞速发展，线上和线下联动营销手段广泛被运用到日常的市场活动当中。As an independent consultancy specializing in marketing optimization, R3 has always made it a priority to educate clients with in-depth insights and knowledge. Given the long relationships we have with leading brands, we hope to provide marketers with observations and insights from our extensive project experience that will improve event marketing effectiveness.胜三作为专注于市场营销效果优化的管理咨询公司，在活动营销领域有丰富的项目经验，希望能通过此份白皮书中对于活动营销市场的观察见解，同时结合过去项目经验和建议，协助市场主在活动运营工作中提出一些建议。This white paper highlights a selection of industry trends, insights, and best practices. It also includes a set of proven strategies aiming to assist marketers tackle obstacles face during day-to-day event marketing operations. We hope this provides inspiration to all who need it. 此份白皮书着重诠释了活动营销生态趋势的同时，也希望能为市场主如何优化和评估活动营销有效性提出一些启发。DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES4Event MarketingWorking Procedures标准化活动营销流程Events can be subdivided yearly or quarterly according to activity type and budget allocation. To effectively accomplish the general task and ensure event performance with limited manpower and money depends on the involvement of each department and coordination of external agencies.When it comes to event objectives, clearly set up and start planning at an early stage, apply a standardized working procedure, carefully control critical points, and conduct a 360 degree full evaluation of the post event performance and summary. With this approach, marketers can optimize and improve event performance more effectively. 对于市场主来说，活动按照类型和预算的分配被细分到财年、季度等。如何在有限的时间和人力成本之下，高效的完成一场活动同时保证活动的效果，是绝非市场主个体或者市场部单部门可以凭一己之力完成的。市场主或者品牌方可以通过前期对活动方针及目标的清晰化和确认、使用标准化的工作流程、对于关键活动节点做有效把控以及针对活动事后做全方位的评估和总结，不断优化和完善活动营销的效果和有效性。Event线下活动Brand市场主Strength Community品牌影响力Lead Generation获取销售线索Actual Feedback消费者反馈PR/ Media/ Branding/ Digital公关/媒介/品牌/数字Consumer消费者Sales Channel/ CRM / Owner Community渠道销售/CRM/消费者圈层Reach Target Audience精准触达消费者Brand/Product Recognition品牌/产品推广Interaction/Communication消费者互动Consumer Education消费者教育Drive Sales促进销售5ENHANCING EXPERIENCE MARKETINGEvent Marketing Ecosystem活动营销圈层Set up 确定Event Target活动目标Establish活动方针Standard Procedure标准流程Control抓住Critical Points关键节点Evaluation提升Event Performance事后总结Be clear on the event budget and tar