說明車型卡宴cayenne marketing crm campaign

1、News Bulletin Porsche China保時(shí)捷中國(guó)資訊快報(bào)Cayenne CRM Campaign Cayenne CRM 推廣行動(dòng)General Manager Marketing & PRSalesAftersalesMarketing 24/ June 2010Cayenne CRM CampaignThe new Cayenne m新款 Cayenne 車系rangeMarketing 24 / June 20102目錄:1. 簡(jiǎn)介第 3 頁2. 推廣行動(dòng)目標(biāo)第 4 頁3. 目標(biāo)群體第 4 頁4. 潛在客戶第 5 頁5. 推廣行動(dòng)組成第 8 頁6. 直郵第11頁7

2、. 時(shí)間表第13頁8. 方式第14頁Table of Contents:1. IntroductionPage 32. Campaign ObjectivesPage 43. Target GroupPage 44. Prospect ChannelsPage 55. Campaign StructurePage 86. Direct MailingPage 117. TimelinePage 138. ContactPage 14Dear Porsche partners,親愛的保時(shí)捷合作伙伴：After providing you with the key information rega

3、rding marketing activities for the launch of the new Cayenne此前我們已向您提供了與新款 Cayenne 車型發(fā)布相關(guān)的市場(chǎng)活動(dòng)的關(guān)鍵信息，包括國(guó)發(fā)布和 POS 發(fā)布等，現(xiàn)在， 之相伴的 CRM 推廣計(jì)劃。宣傳計(jì)劃、全為您介紹與ms, namely advertising campaign, national launchand POS launch, we are now ready to announce the accompanying CRM Campaign.In general, the use of direct mark

4、eting as a targeted總體而言，本次銷售巡回中，我們選用了直郵作為approach to prospects of the Cayenne ms has接觸 Cayenne 車型潛在客戶的。我們的目標(biāo)是been chosen for this sales round. We are aiming to bring the recipients one step closer to the Cayenne通過向目標(biāo)群體宣傳新款 Cayenne 車型及其特性，進(jìn)一步推動(dòng)他們?cè)缛論碛?Cayenne 體驗(yàn)。選定experience by promoting the new Cayen

5、ne ms的潛在將以系統(tǒng)的方式另行告知。and their product features to the target groups. Selected prospects will be addressed in an individual, systematic manner.The following dealer bulletin will provide you with the detailed overview of the target groups and campaign structure, including the channels and tools to be

6、used.本資訊快報(bào)提供了詳細(xì)的目標(biāo)群體概覽和推廣行動(dòng)結(jié)構(gòu)，包括推廣中所采用的和工具。If you have any questions, please do not hesitate to contact the relevant staff at Porsche China.任何問題，請(qǐng)隨時(shí)與保時(shí)捷中國(guó)相關(guān)。Kind regards,謹(jǐn)致，Patrick Pesch Director Marketing貝奇市場(chǎng)總監(jiān)Marketing 24 / June 201031. Introduction1. 簡(jiǎn)介In line with the overall sales round strateg

7、y “To the Point. The new Cayenne”, the following objectives will be a focus of the CRM Campaign:此次銷售巡回的整體策略“ 舍之其誰，新款Cayenne”展開，與之相適應(yīng)，CRM 推廣活動(dòng)將重點(diǎn)實(shí)現(xiàn)以下目標(biāo)： Convey the product message “The new Cayenne 向相關(guān)目標(biāo)群體傳遞信息；ms” - to the relevant target groups; Emphasise highlights and important advantages of the ne

8、w Cayenne, including eco-friendliness, safety and practicality; Motivate potential customers to visit the Porsche Centre showroom Acquire new customers and potentials; Permanently establish the new communication term “Porsche Intelligent Performance”. 突出新款 Cayenne 的亮點(diǎn)和重要優(yōu)勢(shì)，包括環(huán)保、安全性和實(shí)用性； 推動(dòng)潛在客戶前往保時(shí)捷中

9、心展廳； 獲取新的客戶和潛在客戶； 長(zhǎng)期地推廣保時(shí)捷的新宣傳Intelligent Performance”“PorscheWhen looking at the social profile or buying motives縱觀中國(guó) Cayenne 目標(biāo)群體的機(jī)，可以發(fā)現(xiàn)如下事實(shí)：結(jié)構(gòu)或者動(dòng)of the target groups for the Cayenne following facts can be outlined:, the The share of male purchasers is 79%; The majority are between 40 49 years old

10、; 87% of purchasers are married; The average household size is 3.3 members; Per household 2-3 cars are owned; Typical purchase motives are: brand and prestige, comfort, safety, performance, day-to-day usability, and design;者占 79%； 大部分人在 40 49 歲之間； 87% 購(gòu)車者為已婚； 平均家庭人口規(guī)模為 3.3 人； 每戶擁有車輛數(shù)為 2- 3 臺(tái)； 典型的為：品

11、牌美譽(yù)度、舒適性、安全性、性能、日常實(shí)用性以及設(shè)計(jì)； 與其他保時(shí)捷品牌車主相比，該車型的購(gòu)車者較少具有駕駛或擁有保時(shí)捷的經(jīng)驗(yàn)。 Compared with other Porsche ms, thepurchasers tend to have less Porsche ownership experience.Marketing 24 / June 201043. Target Group3. 目標(biāo)群體2. Campaign Objectives2. 推廣行動(dòng)目標(biāo)To find potential customers who fit the target Groups identified,

12、 Porsche China will focus on thefollowing channels for collecting potential customers:為了發(fā)掘符合上述目標(biāo)群體定義的客戶，保時(shí)捷中國(guó)將重點(diǎn)利用下列，收集潛在：1. CP1. CP 系統(tǒng)Cayenne customersWith the central campaign, we will be targeting existing customers who own a Cayenne, purchased during the previous two years (before 05/2008).Cayen

13、ne 客戶統(tǒng)一執(zhí)行的推廣行動(dòng)將那些在兩年前（2008 年 5 月前）購(gòu)車的現(xiàn)有 Cayenne 車主。Marketing 24 / June 20105Current ownership is another measure to characterise the Cayenne target groups. In general, the Cayenne should target customers who drive competitor vehicles and persuade them to switch brands.These changers are predominantl

14、y customers of the main competitor ms of the Cayenne, such as the BMW X5, Mercedes Benz ML, Lexus RX, Land Rover Range Rover Sport. For these customers, the Cayenne can be a sporty alternative to their previous vehicle.When considering our existing customers, we can expect that many owners will be p

15、lanning to replace their current Cayenne, e.g. owners of the 1st and 2nd generation of Cayenne ms. 911 customers, that do not yet own a Cayenne, are an additional target group especially for the V8 ms, as they could be considering changing and/or upgrading their m.Finally, it is essential that we co

16、nsider teral public with an interest in cars and our brand as an indirect target group, to emotionalise the Porsche brand by emphasising “efficiency/eco-friendliness”, “design” and “practicality.通過當(dāng)前擁有的車型，也是識(shí)別出 Cayenne 目標(biāo)群體的另一個(gè)方法?？傮w上，應(yīng)該 那些駕駛Cayenne 競(jìng)爭(zhēng)車型的客戶，并說服其換購(gòu)保時(shí)捷品牌。這些品牌更換者大部分由 Cayenne 的主要競(jìng)爭(zhēng)車型的客戶組

17、成，例如BMW X5、梅賽德斯-奔馳 ML、雷克薩斯 RX、路虎 Range Rover Sport。對(duì)于這些客戶，充滿運(yùn)動(dòng)性的 Cayenne 可能成為取代他們先前擁有的車輛的一個(gè)選擇。而在我們的現(xiàn)有客戶之中，可以預(yù)計(jì)，很多車主都 將計(jì)劃更換他們現(xiàn)有的 Cayenne，例如第一代和第二代 Cayenne 車型的車主。那些還沒有Cayenne 的 911 客戶也是 V8 車型的一大目標(biāo)群體，因?yàn)樗麄兛赡軙?huì)考慮更換或者升級(jí)的車型。最后，很重要的一點(diǎn)是，我們需要將對(duì)車及我們品牌感 的普通公眾視為一個(gè)間接的目標(biāo)群體，通過重點(diǎn)宣傳“效率/環(huán)保”、“設(shè)計(jì)”和“實(shí)用性”等方面 的優(yōu)勢(shì)，進(jìn)一步激發(fā)這些人對(duì)保

18、時(shí)捷品牌的熱情。4. Prospect Channels4. 潛在客戶3. Target Group (cont.)3. 目標(biāo)群體（續(xù)）911, Boxster, Cayman customersExisting customers of our sports cars may also be Considering purchasing the new Cayenne as additional/ alternative (re)purchase option. 911 customers who do not yet own a Cayenne, will911、Boxster、Cayma

19、n 客戶我們跑車的現(xiàn)有客戶可能也在考慮 新款Cayenne，無論是替換現(xiàn)車還是另購(gòu)他車。因此， 還未擁有 Cayenne 的 911 客戶也將作為所有Cayenne 車型的潛在目標(biāo)群體。另一方面，在車輛上有較高花費(fèi)的 Boxster / Cayman 客戶將作為 V6車型的潛在客戶。therefore also be targeted for all Cayenne ms.High-spending Boxster/ Cayman customers on theother hand will be considered for the V6 monly.Existing/ new Cayen

20、ne LeadsNumerous Cayenne leads have been entered into CP by your salespeople during daily business. These prospects will of course also be addressed directly, as your Porsche Centre has already classified them as potential Cayenne customers. Every new lead that is entered into CP until September, wi

21、ll automatically enter the campaign to help convert these potentials into buyers.現(xiàn)有/新增 Cayenne 商機(jī)在日常業(yè)務(wù)工作中，您的銷售已經(jīng)在 CP 系統(tǒng)中輸入了大量 Cayenne 商機(jī)信息。鑒于保時(shí)捷中心已經(jīng)將這些人歸類為 Cayenne 潛在客戶，他們自然將直接包括到本次推廣中來。在 9 月份前輸入CP 系統(tǒng)的所有新增商機(jī)，都將自動(dòng)進(jìn)入本次推廣，以便將這些潛在客戶轉(zhuǎn)換為購(gòu)車者。2. CRM data from Auto China2. 來自北京車展的 CRM 數(shù)據(jù)All lead data that ha

22、s been collected for the Cayenne所有在 5 月北京車展期間收集到的有關(guān) Cayenne 的商機(jī)數(shù)據(jù)都將由保時(shí)捷客戶服務(wù) （參見第 5 部分）進(jìn)一步加以篩選。如果這些人被確認(rèn)為重點(diǎn)潛在客戶，他們將被加入到本次推廣中。during Auto China inin May, will be furtherqualified with the help of our Porsche Contact Centre (see section 5). If they can be confirmed as hot prospects, they will be entered

23、 into the campaign.3. Responses from In Focus Newsletter3. 聚焦保時(shí)捷回復(fù)者This years second issue of our central newsletter (In Focus) will contain a special editorial about the new Cayenne, accompanied by a tear-out page to collect今年第二期聚焦保時(shí)捷雜志帶有新款 Cayenne的特別，同時(shí)包含了一張可單獨(dú)撕下的回執(zhí)，用以收集對(duì)該車系感的。對(duì)該回執(zhí)頁customer intere

24、st in the mrange. These做出回復(fù)的讀者，將獲得接收迷你宣傳手冊(cè)的資格。responses will qualify the prospects to be addressed with the mini-catalogue.Furthermore, Porsche China will evaluate other responses from issue #3/2009, #4/2009 and #1/2010 to extract potential customers that have shown an interest in the Cayenne at an

25、earlier time.此外，保時(shí)捷中國(guó)將評(píng)估 2009 年第 3 期和 2010年第 1 期聚焦保時(shí)捷的回復(fù)者，并提取出這些回復(fù)者中的 Cayenne 潛在。Marketing 24 / June 201064. Prospect Channels (cont.)4. 潛在客戶（續(xù)）4. Cayenne Website Special4. Cayenne 專題A world-wide Cayenne Web Special has been live on our central Porsche website since April, allowing PAG to collect fu

26、rther prospect details. Porsche China will receive this data and further qualify all participants. This qualification will be conducted by the Porsche Contact Centre (see section 5). Successfully qualified leads will either be sent to dealers directly or entered into the campaign.Cayenne 專題已經(jīng)自 4 月起于

27、保時(shí)捷中國(guó)上正式開通，作為一個(gè)全球統(tǒng)一上線的，它有助于保時(shí)捷德國(guó)總部收集潛在客戶的詳細(xì)資料。保時(shí)捷中國(guó)將獲得這些數(shù)據(jù)，并進(jìn)一步對(duì)所有資料進(jìn)行篩選。篩選工作將由保時(shí)捷客戶服務(wù)（參見第 5 部分）執(zhí)行。通過篩選的潛在將直接給經(jīng)銷商，或者進(jìn)入到此次推廣活動(dòng)的目標(biāo)群體中。5. Database rental5. 數(shù)據(jù)庫(kù)租用For the first time, Porsche China will evaluate the possibility of acquiring new prospects through external data renting. An experienced datab

28、ase renting agency with high coverage inwill execute the direct mailing for us with the following selection criteria being applied to their addressees: 25-55 years old, high-end property owners, private enterprisers (registered capital RMB 5 million+), yearly income of RMB 2.5 3.5 million, premium c

29、ar owners who spent over RMB 1 million, as well as high- end golf club members.此次保時(shí)捷中國(guó)將首次嘗試通過租用外部數(shù)據(jù)庫(kù)的方式，獲取潛在。啟用一家在中國(guó)大陸擁有很大覆蓋面的資深數(shù)據(jù)庫(kù)租賃機(jī)構(gòu)，為我對(duì)象的判定條件如下： 25-55們直郵，500 萬歲，擁有高端產(chǎn)業(yè)，私營(yíng)企業(yè)主（250 350 萬元，以上），年收入為擁有豪車并且在車輛上花費(fèi)超過 100 萬元，以及高端會(huì)員。Marketing 24 / June 201074. Prospect Channels (cont.)4. 潛在客戶（續(xù)）cT80,51: Ta

30、rget Group Handling1. 目標(biāo)群體處理Porsche China centrally evaluates various existing and new targets in CP, according to the Cayenne target groups (elaborated in section 3).保時(shí)捷中國(guó)將按照 Cayenne 目標(biāo)群體定義（參見第3 部分），統(tǒng)一評(píng)估 CP 系統(tǒng)中現(xiàn)有和新增的各目標(biāo)客戶。Existing customer and prospect data will be sent to the letter shop file for

31、executing the campaign directly. Invalid Cayenne Lead data will undergo an additional qualification process before being entered into the campaign (see step 2).符合要求的現(xiàn)有客戶和潛在將直接用于生成郵寄列表，然后推廣郵件。不符合要求的Cayenne 商機(jī)數(shù)據(jù)將進(jìn)入一個(gè)額外的篩選過程，然后才可進(jìn)入本次推廣行動(dòng)（見步驟 2）。Additionally, you will acquire new prospects during the ne

32、xt months from your local events, showroom walk ins and so on. These should be entered into the campaign at any time during the period.此外，在接下來的數(shù)月里，您可能還會(huì)通過當(dāng)?shù)鼗顒?dòng)、展廳造訪客流等獲取到新的潛在。這些數(shù)據(jù)應(yīng)該在活動(dòng)執(zhí)行期間隨時(shí)添加到本次推廣行動(dòng)中。Marketing 24 / June 20108The Cayenne CRM Campaign will be carried out in several waves over a period

33、 of four months. The outline is as follows:Cayenne CRM 推廣行動(dòng)將分批執(zhí)行，時(shí)間跨度為四。流程概括如下： Existing Targets New TargetsExternal AgencyPors Quahe Contact Centre: lification ProcessMailing#1 (VTeaser#2 V6/Hybrid (qty total: 2Mailing#2 V6/ Hybrid (qty total:easer#1 (V8)(qty total: 35,000) (qty: 10,000)000),00004.

34、10.06.09.01.07.15.07.16.08.18.06.30.06.21.07.06/07CP: Data capturingPCN dataPAGprovides dataCP: Target group selectionExternal databaseNew prospectsAuto ChinaWebsite SpecialCayenne Leads911Customers(no Cayenne)In Focus#1/#2 (2010)#3/#4 (2009Boxster/ Cayman CustomersTiming5. Campaign Structure5. 推廣行動(dòng)

35、組成Porsche China requires that this data includes full address details. These potentials will then automatically go into the next wave of Teaser Mailings, by just creating the respective lead interest.保時(shí)捷中國(guó)要求，以上數(shù)據(jù)應(yīng)包含完整的地址。您只需創(chuàng)建相應(yīng)的商機(jī)，這些潛在客戶就會(huì)自動(dòng)進(jìn)入下一波的預(yù)熱直郵。2: Porsche Contact Centre Involvement2. 保時(shí)捷客戶服務(wù)

36、For the first time, the Porsche Contact Centre will be used as central marketing instrument for qualifying potential Cayenne customers.保時(shí)捷客戶將首度作為一個(gè)銷工具，用于對(duì) Cayenne 潛在客戶的篩選。Nevertheless, the Porsche Contact Centre will only be involved in outbound calling (= calling prospects), instead of receiving in

37、bound calls (= receiving phone calls by prospects).然而，保時(shí)捷客戶服務(wù)只承擔(dān)呼出的職責(zé)（也就（也就是致電潛在客戶），不接受呼入是接聽由潛在客戶打來的）。The following target groups will be further qualified by the Porsche Contact Centre:以下目標(biāo)群體將由保時(shí)捷客戶服務(wù)篩選：進(jìn)行進(jìn)一步Cayenne LeadsA significant number of Cayenne leads, already existing in CP, do not have ful

38、l address information. Those leads with a valid telephone number will be added onto the contact list for further processing.Cayenne 商機(jī)大量已經(jīng)存在于 CP 系統(tǒng)中的 Cayenne 商機(jī)未包含完整的地址信息。如果這些商機(jī)包含正確的號(hào)碼，則將被加入到本次呼出以做進(jìn)一步處理。的中，Cayenne Website SpecialThe Cayenne Web Special, which is to be found on the central Porsche we

39、bsite will be running until theCayenne 專題保時(shí)捷中國(guó)上的 Cayenne 專題將一直開放到 Cayenne V8 車型的 POS 發(fā)布之時(shí)。感POS Launch of the Cayenne V8 ms. Interested的訪客可以在上留下他們的詳細(xì)方式。從people have the opportuto add their contact以往的經(jīng)驗(yàn)來看，這一工具有望提供高質(zhì)量的details. From past experience, we expect a high quantity of data to be acquired via t

40、his online instrument.潛在。Auto ChinaAll data that has been collected at Auto China (apart from interest in the 911, which already has been processed during the 911 CRM Campaign), will be further evaluated by our Call Service Representatives before being added into the Cayenne Campaign or sent to you

41、for further follow up.北京車展所有在北京車展上收集的（不包括對(duì) 911911 CRM 推廣行動(dòng)）感者，這部分人已經(jīng)進(jìn)入將由呼叫中心的客戶服務(wù)代表進(jìn)一步核實(shí)，然后加入到 Cayenne 推廣，或者直接轉(zhuǎn)交給您的保時(shí)捷中心以便跟進(jìn)。Marketing 24 / June 201095. Campaign Structure (cont.)5. 推廣行動(dòng)組成（續(xù)）For all three target groups mentioned above, the Porsche Contact Centre will take over the task of further cl

42、assification. They will call the prospect to find out whether the prospect has a genuine purchase intention or whether they are just a Porsche fan.對(duì)于以上提及的所有三個(gè)目標(biāo)群體，保時(shí)捷客戶服務(wù)都將承擔(dān)對(duì)其進(jìn)一步分類的任務(wù)。將致電潛在客戶，確定他們是否真的有僅僅是保時(shí)捷的“粉絲”。意圖，或者If they show interest in the Cayenne, they will be asked whether they wish to be

43、contacted by a如果被致電者表達(dá)出對(duì) Cayenne 的意向，將進(jìn)一步詢問他們，是否愿意由銷售直接與之，或Salesdirectly or whether it is sufficient to send者是否需要先向他們情況下，該潛在一份直郵資料。在這兩種them an initial direct mailing material as a start. In both cases, the prospect data will be forwarded to your dealerships (according to market area) for follow-up.都

44、將被給經(jīng)銷商（根據(jù)區(qū)域進(jìn)行分配）以便您開展后續(xù)跟進(jìn)工作。At the same time, the Porsche Contact Centre will update and/or modify all contact details. This not only enhances our data quality, but also allows for a broader audience.同時(shí)，保時(shí)捷客戶服務(wù)將對(duì)所有的詳細(xì)資料進(jìn)行更新及/或修正。這不僅能提高我們的數(shù)據(jù)質(zhì)量，也有助于擴(kuò)大宣傳的受眾面。3: External Database Handling3. 外部數(shù)據(jù)庫(kù)操作Porsc

45、he China will equip an external database rental agency with our Teaser Mailing. This agency will then execute the fulfilment to their addressees, who match our target groups (see section 4).保時(shí)捷中國(guó)將啟用一家外部數(shù)據(jù)庫(kù)租賃機(jī)構(gòu)，協(xié)助我們預(yù)熱宣傳頁。該機(jī)構(gòu)將向他們數(shù)據(jù)庫(kù)中符合我們目標(biāo)群定義（參見第 4 部分）的人息。送信All data from responses to this external mai

46、ling will then be handed over to Porsche China to be consolidated and split according to market area. These valuable new prospects will receive our mailing as a second step, which will be sent by Porsche China directly to the addressees. Of course, they also need to be followed up by your Sales Advi

47、sors in order to所有該外部數(shù)據(jù)庫(kù)發(fā)出的直郵的回復(fù)者信息都將被轉(zhuǎn)交給保時(shí)捷中國(guó)，匯總后按照市場(chǎng)區(qū)域劃分給相應(yīng)的經(jīng)銷商。在第二步中，這些有價(jià)值的潛在客戶將收到我們發(fā)出的直郵，將由保時(shí)捷中國(guó)直接到目標(biāo)地址。當(dāng)然，您的銷售顧問需要跟進(jìn)并回訪這些人，以免錯(cuò)失銷售機(jī)遇。avoid losing the sales opportu.4: Distribution Direct Mailings4. 直郵投遞The Teaser Mailing, which is designed to capture interest (see section 6) will be sent to all

48、prospects, that are not undergoing a separate qualification process, which includes:預(yù)熱宣傳頁的設(shè)計(jì)目的，是為了吸引人們的（見第 6 部分），它將的潛在客戶，包括：給所有不需要額外篩選Marketing 24 / June 2010105. Campaign Structure (cont.)5. 推廣行動(dòng)組成（續(xù)）Marketing 24 / June 201011 Customers showing interest by responding to the In Focus editorial Prosp

49、ects being classified by the Porsche Contact CentreThese groups will be receiving Mailing#1 directly. Additionally, thing will be sent to all responses coming in from our Teaser mailing.Depending on the timing of the Direct Mailings, prospects will receive the Teaser/ Mailing, focusing on either the

50、 V8 ms or V6 and Hybrid.Porsche China will provide you with all prospect details of those who have successfully been classified as genuine potential Cayenne customers. We require your Salesto follow up respectively inorder to convert initial interest into sales. 通過回復(fù)聚焦保時(shí)捷的回執(zhí)，表達(dá)出的客戶 由保時(shí)捷客戶服務(wù)確認(rèn)為潛在客戶的人

51、這些人群將直接收到 1 號(hào)直郵。此外，該直郵還將給所有對(duì)預(yù)熱宣傳頁做出回應(yīng)的人。根據(jù)直郵 的時(shí)間，潛在客戶收到的預(yù)熱宣傳頁/直郵材料可能 的是 V8，也可能 的是 V6及 Hybrid 車型。保時(shí)捷中國(guó)將向您提供所有被歸類為真正 Cayenne 潛在客戶的詳細(xì)資料。我們要求您的銷售 對(duì)這些潛在客戶分別予以跟進(jìn)，將 意愿轉(zhuǎn)化為銷售成績(jī)。6. Direct Marketing6. 直郵Two direct marketing mailings have been created to directly address prospects of the Cayenne. Each has a dif

52、ferent function within the campaign.TeaserThe Teaser Mailing aims to qualify general Porsche customers and prospects that have been selected for the Cayenne campaign.The foldable flyer is designed to catch interest for the new Cayenne ms and simply spread the key messages: More Comfortable More Perf

53、ormance More Dynamic More Efficient我們?cè)O(shè)計(jì)了兩類直接向 Cayenne 潛在客戶 的郵寄材料。每一種都在整個(gè)推廣活動(dòng)中發(fā)揮不同的作用。預(yù)熱宣傳頁預(yù)熱宣傳頁的作用是對(duì)進(jìn)入到 Cayenne 推廣行動(dòng)中的保時(shí)捷客戶和潛在客戶進(jìn)行篩選。該材料是一個(gè)可折疊的宣傳頁，旨在吸引客戶對(duì)新款 Cayenne 車型的 ，并簡(jiǎn)潔地傳達(dá)出下列關(guān)鍵信息： 更舒適 更高性能 更動(dòng)感 更高效5. Campaign Structure (cont.)5. 推廣行動(dòng)組成（續(xù)）The response element will be attached as insert to the fly

54、er and can be easily taken out and returned to Porsche China.在這份宣傳頁中，我們?cè)O(shè)計(jì)了一張回執(zhí)插頁，潛在客戶可簡(jiǎn)單地將其抽出，然后返還給保時(shí)捷中國(guó)。There will be two different versions: Teaser#1, which will be sent out until end of July will be concentrating預(yù)熱分為兩個(gè)版本：1 號(hào)預(yù)熱宣傳頁將在 7 月底之前發(fā)出，重點(diǎn)僅介紹 V8 車型。2 號(hào)預(yù)熱宣傳頁將on V8 ms only. Teaser#2, which will

55、 be sent out在 9 月，重點(diǎn)是 V6 和混合動(dòng)力車型。in September, will be focussing on V6 and Hybrid.Response channels are fax-back and post back via pre-paid envelope.回復(fù)有傳真和預(yù)信封兩種。Additional Orders額外訂購(gòu)For the first time, we will offer all Porsche Centres to purchase additional Cayenne Teaser Mailings. These can be used for external database renting projects or other local cooperation.此 次 ， 我 們 首 度保時(shí)捷中 心 額外 Cayenne 預(yù)熱直郵材料。您可將這些材料給您租用的外部數(shù)據(jù)庫(kù)，或者在本