miix線上促銷執(zhí)行指導

China

MarketingExecutionGuidance

Aug-Sep,2016Preparedby:LenovoChinaAccountTeamOEMDivision,Microsoft報銷說明1、POE報銷截止時間：第一次預提POE，提交50%部分POE，截止時間：2016年9月12日第二次報銷POE，提交100%全部POE，截止時間：2016年10月17日2、費用執(zhí)行注意：活動方案和相關(guān)設計，請在執(zhí)行前經(jīng)微軟確認。執(zhí)行時間需要PO審批后，和項目結(jié)束時間前（2016/9/30），POE與執(zhí)行時間相對應。報銷POE在線廣告：截屏（含設計元素的banner,頁面，說明鏈接和投放時間排期）流量報告（Banner，頁面UV/PV流量）促品：促品照片（含微軟元素框）促品投放網(wǎng)頁截屏（頁面說明：Windows+Office預裝電腦特別贈送禮包）銷量報告第三方發(fā)票：促品采購的第三方發(fā)票元素框預裝Windows+Office產(chǎn)品設計使用示意：Banner頁面MarketingInvestmentAllocation

GuidanceAllocationbyActivityDemandGen:>50%Readiness&training:>15%Seeding:<10%Channelincentive:<25%Windows合規(guī)設計元素合規(guī)元素示例元素擺放要求必選必選可選LOGO截屏元素框WindowsLogo使用準則大小要求：Windows徽標包括Windows符號和標識，二者必須以水平徽標搭配的方式結(jié)合使用。沒有提供商標符號（TM和

?）的徽標只能在營銷材料中使用。在整體設計中與聯(lián)想LOGO同等大小，并在同一水平線上。Windows10Logo：對比度很重要

，在彩色背景上使用白色徽標；在白色背景上使用藍色或深藍色徽標。注：Windows10無黑色徽標。Windows元素框使用準則大小：可以根據(jù)活動需要按照尺寸要求成比例地增大標簽尺寸，如需增大，請等比例地拉伸素材標簽原圖。橫向：寬度大于高度（標簽的寬度至少占到活動材料中寬度的50%）位置：素材標簽必須顯示在頁面上第一眼就能夠看到的位置。保留空間：對于網(wǎng)絡活動，素材標簽周圍的保留空間的邊界在各個方向上都必須至少為8像素。對于所有其他活動（例如，印刷品、OOH、零售），素材標簽周圍的保留空間的邊界在各個方向上都必須至少為4.7毫米。保留空間要求僅在素材標簽位于文本和徽標旁邊時才適用。

POE準則-DemandGen市場活動活動方式考核標準POEDemandGen零售店面印刷品POP發(fā)行量廣告復本(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張不同店面實物擺

放照片

c.覆蓋店面高于1000家，提供100張不同店面實物擺放照片5.第三方發(fā)票網(wǎng)絡推廣(只限于網(wǎng)絡活動，而不是網(wǎng)絡廣告）網(wǎng)絡活動，點擊率、頁面流覽量媒體排期PR文章/焦點圖/評測文章(截屏)3.截屏數(shù)量：請以媒體計劃為準。例如在IT168上，做10天的宣傳，請?zhí)峁?0張截屏4.

媒體報告5.第三方發(fā)票社交媒體媒體形式，點擊率、頁面流覽量媒體排期PR文章/焦點圖/評測文章(截屏)截屏數(shù)量：請以媒體計劃為準。例如在IT168上，做10天的宣傳，請?zhí)峁?0張截屏媒體報告第三方發(fā)票POE準則-會議/培訓備注：涉及微軟元素設計需提前得到微軟審批。若微軟市場費用用于機票、酒店、餐飲（每餐每人費用超過RMB300）、娛樂（每人費用超過RMB300）、禮品（每人費用超過RMB300）等事項，需走微軟內(nèi)部流程，審批流程4周。在流程未完成前，請勿開展項目。市場活動考核標準報銷POE會議/培訓參加人數(shù)、名單資料復印件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/臺卡)Win10培訓環(huán)節(jié)會議地點會議日期參加人員手簽到表參加人數(shù)每場15張涉及微軟元素現(xiàn)場照片第三方發(fā)票復本EmbeddedMarketingSamplesKeyIssuesofBUExecutionUnqualifiedmarketingplansFailedonmeetingtheplanguidanceToomuchongiftproductionToomuchononebigeventbutwithlimitedbrandingexposurePlansubmissionsarealwaystoolateUnqualifiedPOEsTotalPOEamountisnotenoughPOEarenotsufficient(missingPOEslikenoenoughonsitepictures,noinvoicesorfailedinvoices,MSbrandingelementsusagefailure,thirdpartybrandingelementsappearedinthePOE(only30%canbeclaimed),doubleclaiming)POEvaluesaremuchhigherthanmarketvalues(單價比市場正常價格高很多）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