Launch of 6210 in China

1、launch of nokia 6210 in china how we use online to complement offline campaign objectives add top spin to planned new product launch campaign to dimensionalise nokia 6210 as the essential tool for businessmen and professionals build awareness and product communication among targets. to create hype s

2、o as to build an “urgent need” to get hold of n6210. to build a database for loyalty marketing. nokia 6210 target group young professionals, businessmen, higher education, higher income, aged between 25-40. 30% are new purchasers, and 70% are replacers. they are the achievement-driven type of busine

3、ssmen, demand to have a mobile phone with full range of advanced features. they want to be well informed, have things in control, and be ready to face any challenges. believe that new technology helps improve ones productivity, way of working etc. product positioning nokia 6210 is your best choice m

4、obile phone, which helps you to be ready to grasp critical business opportunities and to go through challenges, as it provides with all the advanced features for success. nokia 6210 key features large memory (large capacity for storage of important data.) built in wap browser (mobile internet servic

5、es. high speed modem to pc for 24/7 internet services) extended calendar (calendar in your phone, synchronize data with your pc ) sleek, ergonomic styling (perfect for work and play!) be ready for anything online strategies for nokia 6210 1. a targeted, high impact awareness campaign through visibil

6、ity to build launch feeling, and generate interests for further information. 2. a synergized online creative with offline advertising to maintain consistent image for nokia brand and product. 3. an interactive promotional program to induce involvement and product communication and to create potentia

7、l sales leads through database. surround sound online approaches for nokia 6210 1.awarenessreach/frequency/target profiling 2.impactlaunch feeling: new rich media 3.consistencysynergised creative to support online campaign 4.product communicationmicrosite 5.involvementonline promotion, database 6.lo

8、yaltyemail marketing new richmedia tech to build impact (flash + java layer) sample popup window for online promotion online promotion build user database loyalty program click the nokia 6210 to answer and win ! popup window to invite big size button 網(wǎng)易it頻道首頁小橫幅: 265*35 buttons are as effective as b

9、anners capture internet users attention by demonstrating the key features email marketing to promote brand loyalty what other value added ideas online wap features demo e-pr strategy for news releases to editors viral marketing to further dimensionalise product features online wap features demo use

10、innovative creative techniques to announce, create noise and interest create news impact on launch day craft and disseminate press release to key dot com journalists. text links on front page of major news portals build “news event” status on launch link to a “news story page”, with a link to micros

11、ite e-pr strategy use innovative creative techniques to announce, create noise and interest viral email marketing campaign using “day in the life of an executive” to dimensionalise nokia 6210 product features. let your consumers push this to your target audience use humour to create warmth to nokia

12、brand. viral marketing creative suggestion how to perform better for both work and family monday morning, rush to work. realized need to call clientfumbled for diary. remembered n6210 has the number. successfully made appointment. phone beeps appointment so he made to meeting place with time to spar

13、e checks calendar on n6210. see daughter birthday party tonight. uses wap to order a cake for daughter then attends meeting. meeting was successful. goes home. wife is happy that he remembered the cake. nokia 6210 overall campaign flow 6210: be ready famous winning strategies 6210 promotion microsit

14、e product information interactive demo/tutorial retail outlets rich bannersepromotiontext link / news release to n host website viral marketing media selection as it is a new product launch campaign, high awareness needs to be built in a short period, media selection should focus on high reach sites

15、. netease, sina and sohu are the top 3 portals in china according to iamasia, it almost covers 100% internet population. media budget summary given budget: we recommend two options for media budget, main differences are: option 1 to build strong launch impact and attention getting innovative creativ

16、e idea to overcome the ctr concerns for using banners more spending for rich media, however option 2 to build strong launch impact to create better awareness via involvement to collect database to leave more budget for floating media budget summary - option1 option 1: to use rich media to build awar

17、eness, interest and dominating image for the 1st week, button and textlink to follow up for both reach and frequency. emails used for reach and loyalty program. rich media banners button text link email marketing 45% 40% 11% 4% d1 d5 d6 d21 budget button text link floating d1 d5 d6 d21 budget 21% 34% 15% 30% pop up window media budget summary option 2 option 2: to use pop-up window to draw attention and use online promotion t