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BMWGolfCupBulletinTheNewBMWZ4Coupe(E86)BMWChinaMarketingActionPacketManagementPRSalesDealerDevelopmentAftersalesMarketingNo.:M07-MR-Management-006ProductCommunicationShowroomPOSEventConceptBMWSupportContactProductCommunicationClaim&BrandContributionE86isabsolutethebrandshaperofBMWproducts3ProductClaim:English:DressedtoThrillChinese:杰骜昂扬睿智深藏DynamicChallengingCulturedExclusiveAestheticResponsibleOpenmindedYoungSportyInnovativeCreativeDemandingJoyProductCommunicationNationalMediaLaunchInordertosuccessfullyintroducetheNewBMWZ4CoupetotheChinesemarket,aspecially-designedmediatestdriveeventwasorganizedforapproximately40reportersfromnationalautomotive&lifestylemediaatZhuhaiInternationalCircuit.Thismedialaunchhasgeneratedwidemediacoverageandyoumayhavenoticedthatlotsofin-depthreportswerepublishedinnationalnewspapers,magazinesandinfluentialonlinemedia.AsaBMWpartner,youwillalsobeinvitedtotestdrivethemostdynamicE86atThe2ndPartnerMeetingtobeheldinQingdaoinJune.5ShowroomPOSBasedonyoursalesvolume,allofyouhaveorderedE86POSpackageinMarch,sopleaseusethemtohighlightE86intheshowroomduringthepromotionperiodfromMay.28toJune.28.POSpackageinclude:-outdoorflags-windowstickers-campaignflags-inforwallposters-officewallposters-specflyersIfyouneedmore,pleasecontactyourrespectivedealermarketingareamanagers.DirectMailingDirectmailinghasbeenprovedtobeaneffectivewaytoreachthetargetcustomers.ItisalsorecommendedtosendaE86specflyertogetherwithanindividualizedinvitationlettertoyourprospectstoofferexclusivetestdrive.InadditiontoyourcurrentE86prospects,youcanalsoincludeexistingcustomersofE53,E60andE66,whoarealsothepotentialbuyers.6EventConceptDealerShowroomLaunchYouareencouragetoorganizevarioustargetedeventstopromotetheNewBMWZ4Coupeinyourlocalmarket.Thetwoeventconceptsweproposedhere,DealerShowroomLaunchandVIPHospitalityTestDrive,areforyourreferenceandadaptation.DealerShowroomLaunch(EveningEvent)ThemeBasedontheproductpositioningandtargetcustomerprofile,theeveningeventistobefocusedontheDynamicfeatureofE86.TargetCustomers-localmedia(auto,lifestyle,fashion,traveletc.)-E86prospectsandtheownersofE53,E60andE66-VIPmembersofpremiumfashionbrandsorsportclubsetc.ShowroomDecorationAsuccessfuleventcanimpresstheguestthroughfivesenses-tactile,smell,taste,visualandauditory.Pleasecombinethemtohighlighttheeventthemewhenworkingonthefollowingareas:-cardisplay-showroompos-launchvideo-backdrop-speciallightingeffect-buffettablesetup-entertainingperformance-staffuniforms-etc.7EventConceptDealerShowroomLaunchProgramRundown-Welcomecustomers&sign-in-Cocktailtime-GMwelcomespeech-Launchfilm-Unveiling-Productpresentation-Invitecustomersforcloserlookandtestdrivebooking-Dinner&performance-GiveawaydistributionProductPresentationTheproductpresentationwillbeprovidedbyBMW.Pleasedonotjustreadthepresentationbutalwaystrytoengagetheaudienceandmakethepresentationinterestingandinteractive.Catering&GiveawayFive-starhotelcateringissuggestedtoensurequality.Thefoodcanbeagoodmixtureofinternationalfood.Sport-relatedgiveawaysarerecommended.8EventConceptVIPHospitalityTestDriveVIPHospitalityTestDriveObjectiveOfferanexclusiveopportunityforVIPcustomerstoexperiencethedrivingpleasure.Toinvitelocalinfluentialmediaforthetestdrivetogenerateexposure.DemoCar1-2unitsofE86,dependingonlocalsituation.InvitationBMWwillprovidetheinvitationcardtemplateanddealersareresponsibleforlocalproduction.TestDriveProgram-Venue:20-mintuedriveatpublicroadorhighwaywithasalesconsultantasaco-driver.-Testdrivedesign:tomakecustomersexperiencethedynamic,powerandagilityoftheE86.ProductPresentationYourmentorisrecommendedtointroducetheUSPsoftheE86tothecustomersbeforetestdrive.9Catering&GiveawaySoftdrinkandrefreshmentarerecommended.GiveawaycanbethesameasthosedistributedintheShowroomLaunchevent.