miix線上促銷(xiāo)執(zhí)行指導(dǎo)

China

MarketingExecutionGuidance

Aug-Sep,2016Preparedby:LenovoChinaAccountTeamOEMDivision,Microsoft報(bào)銷(xiāo)說(shuō)明1、POE報(bào)銷(xiāo)截止時(shí)間：第一次預(yù)提POE，提交50%部分POE，截止時(shí)間：2016年9月12日第二次報(bào)銷(xiāo)POE，提交100%全部POE，截止時(shí)間：2016年10月17日2、費(fèi)用執(zhí)行注意：活動(dòng)方案和相關(guān)設(shè)計(jì)，請(qǐng)?jiān)趫?zhí)行前經(jīng)微軟確認(rèn)。執(zhí)行時(shí)間需要PO審批后，和項(xiàng)目結(jié)束時(shí)間前（2016/9/30），POE與執(zhí)行時(shí)間相對(duì)應(yīng)。報(bào)銷(xiāo)POE在線廣告：截屏（含設(shè)計(jì)元素的banner,頁(yè)面，說(shuō)明鏈接和投放時(shí)間排期）流量報(bào)告（Banner，頁(yè)面UV/PV流量）促品：促品照片（含微軟元素框）促品投放網(wǎng)頁(yè)截屏（頁(yè)面說(shuō)明：Windows+Office預(yù)裝電腦特別贈(zèng)送禮包）銷(xiāo)量報(bào)告第三方發(fā)票：促品采購(gòu)的第三方發(fā)票元素框預(yù)裝Windows+Office產(chǎn)品設(shè)計(jì)使用示意：Banner頁(yè)面MarketingInvestmentAllocation

GuidanceAllocationbyActivityDemandGen:>50%Readiness&training:>15%Seeding:<10%Channelincentive:<25%Windows合規(guī)設(shè)計(jì)元素合規(guī)元素示例元素?cái)[放要求必選必選可選LOGO截屏元素框WindowsLogo使用準(zhǔn)則大小要求：Windows徽標(biāo)包括Windows符號(hào)和標(biāo)識(shí)，二者必須以水平徽標(biāo)搭配的方式結(jié)合使用。沒(méi)有提供商標(biāo)符號(hào)（TM和

?）的徽標(biāo)只能在營(yíng)銷(xiāo)材料中使用。在整體設(shè)計(jì)中與聯(lián)想LOGO同等大小，并在同一水平線上。Windows10Logo：對(duì)比度很重要

，在彩色背景上使用白色徽標(biāo)；在白色背景上使用藍(lán)色或深藍(lán)色徽標(biāo)。注：Windows10無(wú)黑色徽標(biāo)。Windows元素框使用準(zhǔn)則大小：可以根據(jù)活動(dòng)需要按照尺寸要求成比例地增大標(biāo)簽尺寸，如需增大，請(qǐng)等比例地拉伸素材標(biāo)簽原圖。橫向：寬度大于高度（標(biāo)簽的寬度至少占到活動(dòng)材料中寬度的50%）位置：素材標(biāo)簽必須顯示在頁(yè)面上第一眼就能夠看到的位置。保留空間：對(duì)于網(wǎng)絡(luò)活動(dòng)，素材標(biāo)簽周?chē)谋Ａ艨臻g的邊界在各個(gè)方向上都必須至少為8像素。對(duì)于所有其他活動(dòng)（例如，印刷品、OOH、零售），素材標(biāo)簽周?chē)谋Ａ艨臻g的邊界在各個(gè)方向上都必須至少為4.7毫米。保留空間要求僅在素材標(biāo)簽位于文本和徽標(biāo)旁邊時(shí)才適用。

POE準(zhǔn)則-DemandGen市場(chǎng)活動(dòng)活動(dòng)方式考核標(biāo)準(zhǔn)POEDemandGen零售店面印刷品POP發(fā)行量廣告復(fù)本(pdf和掃描樣張)分配清單大區(qū)簽收單照片要求：

a.覆蓋店面低于500家，提供30張不同店面實(shí)物擺放照片b.店面高于500家，低于1000家，提供60張不同店面實(shí)物擺

放照片

c.覆蓋店面高于1000家，提供100張不同店面實(shí)物擺放照片5.第三方發(fā)票網(wǎng)絡(luò)推廣(只限于網(wǎng)絡(luò)活動(dòng)，而不是網(wǎng)絡(luò)廣告）網(wǎng)絡(luò)活動(dòng)，點(diǎn)擊率、頁(yè)面流覽量媒體排期PR文章/焦點(diǎn)圖/評(píng)測(cè)文章(截屏)3.截屏數(shù)量：請(qǐng)以媒體計(jì)劃為準(zhǔn)。例如在IT168上，做10天的宣傳，請(qǐng)?zhí)峁?0張截屏4.

媒體報(bào)告5.第三方發(fā)票社交媒體媒體形式，點(diǎn)擊率、頁(yè)面流覽量媒體排期PR文章/焦點(diǎn)圖/評(píng)測(cè)文章(截屏)截屏數(shù)量：請(qǐng)以媒體計(jì)劃為準(zhǔn)。例如在IT168上，做10天的宣傳，請(qǐng)?zhí)峁?0張截屏媒體報(bào)告第三方發(fā)票P(pán)OE準(zhǔn)則-會(huì)議/培訓(xùn)備注：涉及微軟元素設(shè)計(jì)需提前得到微軟審批。若微軟市場(chǎng)費(fèi)用用于機(jī)票、酒店、餐飲（每餐每人費(fèi)用超過(guò)RMB300）、娛樂(lè)（每人費(fèi)用超過(guò)RMB300）、禮品（每人費(fèi)用超過(guò)RMB300）等事項(xiàng)，需走微軟內(nèi)部流程，審批流程4周。在流程未完成前，請(qǐng)勿開(kāi)展項(xiàng)目。市場(chǎng)活動(dòng)考核標(biāo)準(zhǔn)報(bào)銷(xiāo)POE會(huì)議/培訓(xùn)參加人數(shù)、名單資料復(fù)印件MS元素露出(背景板/條幅/X展/嘉賓證/微軟主題演講PPT/戶外帳篷/桌卡/臺(tái)卡)Win10培訓(xùn)環(huán)節(jié)會(huì)議地點(diǎn)會(huì)議日期參加人員手簽到表參加人數(shù)每場(chǎng)15張涉及微軟元素現(xiàn)場(chǎng)照片第三方發(fā)票復(fù)本EmbeddedMarketingSamplesKeyIssuesofBUExecutionUnqualifiedmarketingplansFailedonmeetingtheplanguidanceToomuchongiftproductionToomuchononebigeventbutwithlimitedbrandingexposurePlansubmissionsarealwaystoolateUnqualifiedPOEsTotalPOEamountisnotenoughPOEarenotsufficient(missingPOEslikenoenoughonsitepictures,noinvoicesorfailedinvoices,MSbrandingelementsusagefailure,thirdpartybrandingelementsappearedinthePOE(only30%canbeclaimed),doubleclaiming)POEvaluesaremuchhigherthanmarketvalues(單價(jià)比市場(chǎng)正常價(jià)格高很多）AfterfactPOE:ExecutionbeforePOisready,orPOEcontainsexecutionsthatarenotintheclaimingcycle.POEarenotinlinewiththeplansPOEsubmissionislaterthanthedeadlineChinaComplianceSpecialGuidanceIncentivecannotbecashorcashequivalentgoodsMicrosoftChinahassuperstrictreviewingprocessforanymarketingprogramsthathavegovernmentofficials’involvement,includingPre-approvalformeal(5teamsreviewandapprovalandfinaloneshouldbemadebyCCGGCRGM)Pre-approvalforgifts(5teamsreviewandapprovalandfinaloneshouldbemadebyCCGGCRGM)Pre-approvalforlodgingandairtickets(5teamsreviewandapprovalandfinaloneshouldbemadebyCCGGCRGM)Pre-approvalforallincentiveprograms(2teamsreviewandapproval)EligibleMarketingActivities-1MarketingActivitiesVehicleMetricPOEexamplesBroadcastAdvertisingRadioImpressionsElectronicofad,mediaplan(withcirculationestimates),invoicesBroadcastAdvertisingTelevisionImpressionsElectronicofad,mediaplan(withcirculationestimates),invoicesDig.Destinations&EngagementsCampaignLandingEnvironmentImpressionsScreenshotoflandingpageDig.Destinations&EngagementsSyndication/DistributionImpressionsScreenshotoflandingpage(s),mediaplan(withcirculationestimates),invoicesDirectMarketingEmailCirculationCopyofmail(pdf),distributionreport,responseratereportDirectMarketinge-NewsletterCirculationCopyofnewsletter(pdf),distributionreport,responseratereportDirectMarketingPublicationCirculationCopyofpublication(pdf),distributionreport,responseratereportEventMarketingConference/Seminar#ofAttendeesCopyofcollateral,MScontent,locations,dates,attendeetype,#ofattendees,evalsEventMarketingCustomerEvent#ofAttendeesCopyofcollateral,MScontent,locations,dates,attendeetype,#ofattendees,evalsEventMarketingDigitalEvent#ofAttendeesCopyofcollateral,MScontent,locations,dates,attendeetype,#ofattendees,evalsEventMarketingTradeshow#ofAttendeesCopyofcollateral,MScontent,locations,dates,attendeetype,#ofattendees,evalsEventMarketingPublicRelationsEventReviewsGenerated,UniqueArticles,orMentionsCopyofcollateral,locations,dates,pubsrepresented,#ofattendees,pressclipsInternetAdvertisingAdvertorialPageviewsCopyofadvertorial(screenshot),InternetAdvertisingContextualSearchClicksThroughCopyofad(screenshot),keywordplan,invoicesInternetAdvertisingDisplayAdvertisingImpressionsCopyofad(screenshot),mediaplan,invoicesInternetAdvertisingSearchEngineResultsPageClicksThroughCopyofad(screenshot),keywordplan,invoicesMobileLocationBasedImpressionsCopyofad(screenshot),mediaplan,invoicesMobileMobileInAppImpressionsCopyofad(screenshot),mediaplan,invoicesMobileMobileMessagingImpressionsCopyofad,mediaplan,invoicesMarketingfundsmayonlybeusedonmarketingactivitiesasoutlinedintheMarketingActivityFrameworkbelow:MarketingActivitiesVehicleMetricPOEExamplesOutofHome/LargeFormatAdv.CinemaImpressionsElectronicofad(video),mediaplan(withcirculationestimates),invoicesOutofHome/LargeFormatAdv.OutofHomeImpressionsCopyofad(pdf),mediaplan,invoices,pictureofOOHPrintAdvertisingCatalogAdvertisingCirculationCopyofad(pdfandscannedtearsheet),mediaplan(withcirculationestimates),invoicesPrintAdvertisingCustomerFacingCollateralCirculationCopyofcollateral,distributionreport,invoicesPrintAdvertisingNewspaperorMagazineCirculationCopyofad(pdfandscannedtearsheet),mediaplan(withcirculationestimates),invoicesReadinessChannelPartnerTrainings#ofRepsTrainedCopyofmaterials,locations,dates,attendeetype,#ofattendees,evaluationsReadinessOEMInternalSalesTools#ofRepsTrainedCopyofmaterials,distributionplanReadinessOEMInternalTrainings#ofRepsTrainedCopyofmaterials,locations,dates,attendeetype,#ofattendees,evaluationsReadiness*SalesContest(OEMor3rdpartyChannel)Saleseducationandmotivation-NounitsalesorSPIFFs**Name(s)oftopsaleswinner(s);contestcollateral;prizedescriptionRetailChannelPartnerFacingCollateral#ofCollateralDistributedCopyofcollateral,distributionplanRetailInstore3rdpartysalespromoterHoursCopyofmaterials,locations,dates,hours,evalsRetailPOSMaterials/VisualMerchandisingCirculation/DistributionCopyofPOS(pdfandhardcopy),pictureofPOSinplace,placementreportRetailPOSPromotionsCirculation/DistributionCopyofPOS(pdfandhardcopy),pictureofPOSinplace,placementreportRetailRetailSalesPerson(RSP)Training#ofRepsTrainedCopyofmaterials,locations,dates,attendeetype,#ofattendees,evalsSalesActivities**MustbelumpsumtoOEMforOEMmanaged/paidSalesIncentives(includingcashorcashequivalent)for:1)OEM’semployeesand/orsalesrepsOR2)toChannelPartner’semployeesand/orsalesrepsUnitssoldOriginalselloutreports,inventoryreportsfromthirdpartypromoter,resellerandordistributor,signaturesfromparticipantsconfirmingreceiptofthereward(ataminimum),flyersornoticescirculatedtoemployeesinformingthemofthesalescontestsSocialMedia&CommunitiesSocialMediaCampaignsImpressionsScreenshotoflandingpage(s),mediaplan(withcirculationestimates),invoicesSocialMedia&CommunitiesVideoandPhotoSharingSitesImpressionsElectronicofcontent,mediaplan(withcirculationestimates),invoicesTelemarketingTelemarketingConversionsCopyoftelemarketerscript,training,invoicesTelemarketingTelequalificationLeadsgeneratedCopyoftelemarketerscript,training,invoicesEligibleMarketingActivities-2**Note:Salesactivities,includingsalesperformanceincentivefunds(SPIFF)mustfollowtheOEMSalesPerformanceFundingFrameworkPolicyNon-EligibleMarketingActivitiesFeesExamfeesPublicrelationsfeesEventregistrationfeesGovernmentfeesProductassortmentorplacementfeesRatecardfeesSupportProductsupportcostsPublicrelationsfeesPrices&TaxesPricereductionPermitamountsorrebatesVATtaxesExcisetaxesTariffsTaxesonimplementationofactivityManufacturingorDistributionIncludingcostsforbillsofmaterialsandcostsofgoodsMarketingChargesCostofadvertisingorplacementforcompany-ownedwebsite,retailstoreorapplicationmarketingCostofpurchasingfreegifts,exceptthefollowingitems:keyboard,caseorcover,stylus,power-supplyadapter,battery,mouseordockingstation.Applicat