BMWMission32009DealerQualificationEventImplementationManualBMW3行动经销商选拔活动执行手册2Index目录ConceptOverall活动概述Application报名及邀请QualificationProgram经销商选拔活动流程CheckIn/CheckOut选手签到和签出Briefing&ProductIntroduction活动流程介绍和产品介绍TestDrivingAndDrivingTest试驾和驾驶测试TestsinDealerShowroom展厅内测试环节GuestHandling活动时间安排与选手分组EventRundown活动时间安排DealersGrouping经销商分组TierAGroupingA级分组TierBGroupingB级分组TierCGroupingC级分组Execution活动执行指南Implementationhelpfordealer经销商活动指南DataEvaluation测试结果评估ManpowerChart人员分配Responsibilities指责划分Setup搭建指南3Mission3DealerLevelQualificationConceptOverview经销商选拔活动概述Thisevent’spurposesareto:本次活动的主旨在于:•CommunicatethenewBMW3SeriesUSPtocustomersandenhancebrandimage.向客户介绍新BMW3系产品亮点,并扩大品牌影响。•TohelpdealersgenerateprospectsforthenewBMW3seriesaswellasforotherBMWcarmodels.帮助经销商获得新BMW3系及其他车型的潜在客户信息。•TodrivedealershowroomtrafficandsupportsalesinalldealershipsacrossChina.提高经销商展厅客流量,促进新BMW3系销售。•DetermineparticipantsforMission3NationalTour.选定BMW3行动全国巡游活动的参与者。4Application报名和邀请5PublicCastingMarchNationalMediaPublication&Online/Call-inRegistrationStartOn-line/Call-inRegistrationCallCenterFirstFilterSelectedcandidatesCandidatenamelistisdeliveredtodealereverydaytill10daysbeforetheeventDealerInvitationDealerInviteDirectlyDealerSecondFilterSelectedfromCallCenterCallCenterFinalParticipantApplicationProcess报名及筛选流程图示6ApplicationProcess报名及筛选流程图示公众报名3月全国范围内媒体宣传开始网上/电话报名开始网上/电话报名呼叫中心筛选入围名单公众报名名单每日发至经销商处,直到活动前10天截止经销商推荐经销商直接推荐经销商筛选公众入围名单呼叫中心最终参赛选手7QualificationProgram经销商选拔活动流程8Mission3DealerLevelEventProgram经销商选拔活动流程构成PhotoDrag&Drop图片选择(30分)Checkout/Dataconfirmation/Gift签出/信息确认/礼品Checkout/Dataconfirmation/Gift签出/信息确认/礼品Welcome&Registration注册Welcome&Registration注册TheNewBMW3SeriesProductPresentation产品介绍TheNewBMW3SeriesProductPresentation产品介绍Body形Body形Mind气Mind气Soul愿Soul愿DrivingTest+LeisureChallenge驾驶测试+休闲挑战(40分)FeatureHunting产品综合测试(30分)9•Participants’datawillbeinputintocomputersystemonedaybeforetheeventtoensureaneasyregistrationflow.预先设置数据以简洁注册登记的程序,在活动开始前一天将所有选手的资料输入到数据管理系统中。•Digitalpicturewillbetakenatregistrationwithclearfaceshotandnametagcontentinthepicture.在现场为参赛选手拍摄立即成像照片。拍摄照片时请注意:被拍照的人应面向光源站立,拍照的人应背向光源用相机拍照,以保证图像的清晰度。•Participantsmustsigntheliabilityagreementswhiletheyarecheckingin.所有的参赛选手要在前台签到时签定免责协议。•Eachparticipantwillreceiveanamebadgewithanumberthatisonlypreparedforthatparticipant每位参赛选手在接待处领取一个挂牌作为组别,并得到一个属于自己的编号,以便随后数据的录入。•Atthebackofthenamebadge,therewillbethreeTickBoxes,itwillbetickedbyeachtestmanagerafterthetestresultistakenandconfirmedbytheparticipant.TheparticipantwillreceivegiveawaygiftattheCheck-outCourterbygivenbackthenamebadge.(pleaseseenextpagethedesignofthenamebadge)每个名牌的背面为三个空白小方框,选手完成每个测试环节,成绩被记录并确认后由每个环节的负责人在小方框处打钩。选手在离开前用名牌交换礼品。(请参考下一页名牌的设计和使用)Check-inandCheck-out选手签到和签出10•Allribbons,namecards,colorstickersandnumberstickerswillbecentrallyproducedandarriveonsitewiththeEventExecutionAgency.吊绳,名牌及颜色号码贴纸均由活动执行公司统一带到现场。NameBadge名牌正面背面DRAFT宝马3行动选拔赛11•Thissessionisconductedbymentor.TheBMWdrivingtrainerwillgivehim/heratrainingthedaybeforetheevent.i-Drivesystemshouldbeemphasizedinthispart.此环节由内训师主持。宝马驾驶培训师在活动前一天给讲解师做培训。产品介绍中需重点强调i-Drive操作。•Afterwardthementorintroduceshimselfandhissalesteam,abriefingtoallparticipantabouttheeventprogram.内训师欢迎所有客人的到来,向大家做简单的活动流程介绍。•Followedbyashortproductintroduction,whichcontainsthepointstestedinMindtest.产品卖点介绍。讲解内容将包含产品综合测验的考察内容。•Theteamleaderofeachgroupintroduceshimselftothegroupandgivesanoverviewoftheactivities.各队领队召集队员并作自我介绍后各自开始活动环节。Briefing&ProductIntroduction活动流程介绍和产品介绍12DrivingTest驾驶测试1.DrivingTestVenue驾驶测试场地1.1Dealersshouldfindasuitabledrivingtestvenues(Minimumsize:30M×200M,BMWsuggestsize:60M×300M),whichisopenspacewithflatconcreteorasphaltfloorwithoutanydamageorsandyconditions.经销商在所在地区的附近寻找可进行驾驶测试的场地。(场地最小面积为30米×200米,BMW建议场地尺寸60米×300米)场地中间无障碍物,水泥或柏油路面,平整无突起或塌陷,并无沙石路面。1.2Thedrivingtestvenueshouldbewithin30minsdrivefromdealershowroom.Andshuttlebusesshouldbeorganizedinadvance.驾驶测试场地应在展厅周边约30分钟车程内,接送客人的班车也应提前安排好。客人需要乘坐班车到达驾驶测试场地。•Thisprogramcouldbeadaptedbydealersaccordingtotheirsituation.However,Itisstronglysuggestedthatdealersdobothpartsoftheprogram.经销商可以根据实际情况调整这个环节。但在情况允许下,需要完成这个环节的全部内容。•ThehostessorBMWprofessionaldrivingtrainerneedstofilltheinthedrivingdetailinformationformwhichincludesthecarnumberandparticipants’number.现场工作人员在客人参加驾驶环节之前要将客人的参赛号码同车号记录下来。13DrivingTest驾驶测试2.DrivingTest驾驶测试2.1TheBMWprofessionaldrivingtrainerthatissenttodealerswillbeinchargeofthispart.被指派到现场的宝马专业驾驶培训师将全面负责此测试环节.2.2Atestprogramwillbedesigneddependingonthevenuecondition.具体的驾驶测试项目设计根据场地的条件决定。2.3TheBMWdrivingtrainerwillgiveeachparticipantascoreafterthetestaccordingtohowwelltheyarecontrollingthecar.宝马专业驾驶培训师将按每位选手对车的控制能力,驾驶技术和团队精神给选手打分。2.4Onlypre-registeredguestswithvalidnamebadgesareallowedtotakethedrivingtest.Accompanies(includingfriendsandfamilies)arewelcometotakeshuttletothevenueandwatch,yetaredeclinedtotakethetestprograms.只有系统注册的选手,拥有名牌才可以参加试驾测试。陪同人员(包括朋友和家人)可以乘大巴到现场参观,但谢绝参加测试项目。14TestsinDealerShowroom展厅内测试环节Therewillbetwotestssetupinthedealershowroom:展厅内测试环节将由两部分组成:1.Mind-FeatureHunting形–产品综合测试Theyneedtoanswer2ques