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1、GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN鍋圈食匯FUN享無限READYDELICIOUSC POSITION鍋圈食匯城市線下活動(dòng)推廣方案20232 0 2 3 主 線 任 務(wù)活動(dòng)期內(nèi)反復(fù)出現(xiàn)在人們視線中，強(qiáng)迫客戶重視，通過多渠道獲取潛在客戶資源，實(shí)現(xiàn)目標(biāo)客戶群搜索范圍最大化。商圈集市 Research Institute一次一次GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANG2、UOQUANGUOQUAN的預(yù)見的預(yù)見ONCEONCE城市向上城市向上2 0 2 3 主 線 任 務(wù)定期在社區(qū)聚集地進(jìn)行的品牌集市活動(dòng)，不僅增加品牌在高密度人群社區(qū)的曝光，還增加五環(huán)內(nèi)的用戶對(duì)于品牌的認(rèn)知。社區(qū)集市 Research InstituteGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANONCEONCE未來與美好未來與美好存量爆發(fā)存量爆發(fā)一場(chǎng)一場(chǎng)GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN這是個(gè)目3、錄這是個(gè)目錄如何落地？如何呈現(xiàn)？如何出圈？活動(dòng)傳播前宣建議場(chǎng)地布置社區(qū)集市商圈市集GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN如何出圈？活動(dòng)傳播 前宣建議GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023公眾號(hào)公眾號(hào)：發(fā)布市集活動(dòng)預(yù)告，為活動(dòng)城市做活動(dòng)預(yù)熱；小紅書小紅書：提前海量發(fā)布活動(dòng)海報(bào)，抖音抖音：官方賬號(hào)發(fā)布市集活動(dòng)預(yù)告，邀請(qǐng)用4、戶前往活動(dòng)地打卡。活動(dòng)傳播傳播話題#鍋圈食匯，鍋圈食匯，F(xiàn)UNFUN享無限享無限#線上傳播形式ACTIVITY WARM-UP線下傳播形式利用市集資源在線下進(jìn)行曝光和傳播GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023前宣建議ACTIVITY WARM-UP案例展示微信公眾號(hào)發(fā)布活動(dòng)預(yù)熱海報(bào)，公布舉辦活動(dòng)的城市商圈及城市社區(qū)引發(fā)用戶朋友圈轉(zhuǎn)發(fā)進(jìn)一步傳播#鍋圈食匯 FUN享無限微信公眾號(hào)發(fā)布活動(dòng)海報(bào)官宣上線GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023前宣建議ACTIVITY WARM-UP案例展示抖音官方賬號(hào)發(fā)布活動(dòng)海或視頻報(bào)進(jìn)行預(yù)5、熱邀請(qǐng)?zhí)降赀_(dá)人海量發(fā)布活動(dòng)宣傳海報(bào)，提前對(duì)活動(dòng)進(jìn)行預(yù)熱#鍋圈食匯 FUN享無限抖音發(fā)布活動(dòng)預(yù)熱視頻吸引用戶GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023前宣建議ACTIVITY WARM-UP小紅書官方賬號(hào)發(fā)布活動(dòng)海報(bào)進(jìn)行預(yù)熱邀請(qǐng)小紅書達(dá)人海量發(fā)布活動(dòng)宣傳海報(bào)，提前對(duì)活動(dòng)進(jìn)行預(yù)熱#鍋圈食匯 FUN享無限小紅書海量活動(dòng)海報(bào)宣傳預(yù)熱案例展示GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023營銷主線ACTIVITY WARM-UP推廣規(guī)劃活動(dòng)事件配合平臺(tái)v預(yù)熱期執(zhí)行期延續(xù)期vvv線上平臺(tái)活動(dòng)官宣商圈/社區(qū) 集市活動(dòng)社交平臺(tái)話題持續(xù)加熱vvv6、1、公眾號(hào)微博等線上預(yù)熱海報(bào)投放，官宣市集活動(dòng)即將開啟2、市集活動(dòng)場(chǎng)地打卡視頻剪輯線上發(fā)布，官宣開啟1、用戶活動(dòng)打卡，參與互動(dòng)游戲，贏取產(chǎn)品或產(chǎn)品周邊及優(yōu)惠券2、邀請(qǐng)網(wǎng)紅及用戶打卡，錄制活動(dòng)視頻，在抖音及小紅書平臺(tái)傳播發(fā)起邀請(qǐng)KOC與產(chǎn)品相關(guān)的視頻或者照片至抖音/小紅書鍋圈食匯#鍋圈食匯，fun享無限#，根據(jù)互動(dòng)話題點(diǎn)贊月度排名前三名送出鍋圈食匯大禮包vvv微博/小紅書/抖音/公眾號(hào)小紅書/抖音小紅書/抖音/公眾號(hào)GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN7、GUOQUANGUOQUANGUOQUAN 場(chǎng)地布置如何呈現(xiàn)？GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN場(chǎng)地氛圍GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN場(chǎng)地氛圍鍋圈食匯鍋圈食匯GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN場(chǎng)地氛圍鍋圈食GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANG8、UOQUAN場(chǎng)地氛圍場(chǎng)地氛圍GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN場(chǎng)地氛圍社區(qū)集市示意圖社區(qū)集市示意圖GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN 社區(qū)集市 商圈集市如何落地？GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANG9、UOQUAN場(chǎng)地資源氛圍規(guī)劃流程規(guī)劃互動(dòng)規(guī)劃執(zhí)行保障GUOQUANGUOQUANGUOQUANGUOQUAN社區(qū)集市鍋 圈 食 匯執(zhí)行規(guī)劃GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)介紹活動(dòng)概述活活動(dòng)動(dòng)主主題題：鍋鍋 圈圈 食食 匯匯 F F U U N N 享享 無無 限限 XX社區(qū)鄰里集市（根據(jù)社區(qū)決定）活活動(dòng)動(dòng)地地點(diǎn)點(diǎn)：資源列表中的資源社區(qū)目目標(biāo)標(biāo)客客群群：社區(qū)居民及周邊居民活活動(dòng)動(dòng)調(diào)調(diào)性性：美食熱鬧/有活動(dòng)時(shí)間活動(dòng)時(shí)間：2023年4月 6月（具體時(shí)間待定）趣GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)環(huán)節(jié)活動(dòng)打10、卡拍攝現(xiàn)場(chǎng)活動(dòng)照片并發(fā)布微信朋友圈，獲得5 5個(gè)贊即可獲得5 5元元代金券，獲得1010個(gè)個(gè)贊即可獲得1010元元代金券GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN活動(dòng)環(huán)節(jié)2023美食試吃活動(dòng)現(xiàn)場(chǎng)制作鍋圈食匯的美食供居民現(xiàn)場(chǎng)品嘗，不僅活躍現(xiàn)場(chǎng)氛圍，還可促進(jìn)活動(dòng)集市現(xiàn)場(chǎng)的轉(zhuǎn)化。GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)環(huán)節(jié)案例展示鍋圈飛盤在3米之外使用飛盤將九宮格中的板塊擊落，關(guān)注鍋圈食匯官方賬號(hào)，每人可投擲1次盤，每個(gè)格子都有對(duì)應(yīng)的獎(jiǎng)勵(lì)，擊中即可領(lǐng)取獎(jiǎng)勵(lì)。*現(xiàn)場(chǎng)下單可多得一次飛盤機(jī)會(huì)現(xiàn)場(chǎng)下單可多得一次飛盤機(jī)會(huì) *案例展示GUOQ11、UANGUOQUANGUOQUANHIGHLIGHTSGUOQUANGUOQUANGUOQUAN社區(qū)名稱均價(jià)（元/）棟數(shù)戶數(shù)評(píng)級(jí)中海凱旋2497975408A中信城禧園+沁園182114163082A中信城錦園17001361699A中海壹瓶15419581675A光大花園13548891060A中海紫御公館12777072261A中海馥園12004541200B光大名筑924618934C三里屯和家社區(qū)81078482979A中海御鑫閣6454151347B中信新城商品房623468726C石景山魯谷62163292619C勁松社區(qū)6010516214265B中信新城保障房60076161212、82D中建國際港53435102034C中海尚湖世家44387136331C玉橋南里39771472943A大興棗園38940513332A中建雅頌居3165521194CGUOQUANGUOQUANGUOQUAN活動(dòng)場(chǎng)地社區(qū)資源總覽GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN場(chǎng)地資源氛圍規(guī)劃流程規(guī)劃互動(dòng)規(guī)劃執(zhí)行保障GUOQUANGUOQUANGUOQUANGUOQUAN商圈集市鍋 圈 食 匯執(zhí)行規(guī)劃GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN213、023活動(dòng)介紹活動(dòng)概述活活動(dòng)動(dòng)主主題題：鍋鍋 圈圈 食食 匯匯 F F U U N N 享享 無無 限限 活活動(dòng)動(dòng)地地點(diǎn)點(diǎn)：永旺國際商城/六工會(huì)購物廣場(chǎng)目目標(biāo)標(biāo)客客群群：商圈顧客群XXXXXXX集市（根據(jù)商圈決定）活動(dòng)時(shí)間活動(dòng)時(shí)間：2023年4月 6月（具體時(shí)間待定）體活活動(dòng)動(dòng)調(diào)調(diào)性性：美食格調(diào)/創(chuàng)意我我已已經(jīng)經(jīng)關(guān)關(guān)注注了了鍋鍋圈圈食食匯匯哦哦GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)環(huán)節(jié)筷樂鍋圈活動(dòng)現(xiàn)場(chǎng)在抖音或小紅書帶話題打卡，發(fā)布優(yōu)質(zhì)內(nèi)容，即可領(lǐng)取經(jīng)典鍋圈小綠鍋或鍋圈公仔一個(gè)。小紅書不少于3張活動(dòng)圖，文案不少于20個(gè)字，帶活動(dòng)話題抖音發(fā)布活動(dòng)不少于314、0s，帶活動(dòng)話題GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)環(huán)節(jié)案例展示案例展示丸子投手關(guān)注鍋圈食匯官方賬號(hào)，即可領(lǐng)取3次投擲游戲的機(jī)會(huì)，把手上的小丸子投擲進(jìn)相應(yīng)食材的洞，即可獲得對(duì)應(yīng)的獎(jiǎng)勵(lì)。*活動(dòng)獎(jiǎng)勵(lì)可以是冰箱貼、鍋圈食活動(dòng)獎(jiǎng)勵(lì)可以是冰箱貼、鍋圈食材、口罩等周邊產(chǎn)品材、口罩等周邊產(chǎn)品 *案例展示GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)環(huán)節(jié)筷樂鍋圈關(guān)注鍋圈食匯官方號(hào)即可解鎖一次筷樂鍋圈挑戰(zhàn)賽機(jī)會(huì)，用大筷子在1分鐘內(nèi)夾起制定食材，即可活動(dòng)鍋圈10元優(yōu)惠券1張（或其他禮品獎(jiǎng)勵(lì)）。*現(xiàn)場(chǎng)下單可多得一次現(xiàn)場(chǎng)下單可多得一次游15、戲機(jī)會(huì)游戲機(jī)會(huì) *案例展示案例展示GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)環(huán)節(jié)美食品鑒來到攤位前，可免費(fèi)品嘗鍋圈食匯的美食商品，帶來味蕾和視覺體驗(yàn)，面區(qū)設(shè)計(jì)舒適桌椅，試吃人群可駐足享受美食時(shí)刻，感受鍋圈食匯商品的多樣性和和美味。*現(xiàn)場(chǎng)下單可獲得品牌周邊現(xiàn)場(chǎng)下單可獲得品牌周邊 *案例展示案例展示案例展示GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)環(huán)節(jié)案例展示案例展示案例展示下單好禮凡在商圈集市下單購買鍋圈食匯商品的用戶，即可獲得一次免費(fèi)抽丸子御守的機(jī)會(huì)。各類小丸子有不同的美好寓意，外形精致可愛，可作為裝飾物。*現(xiàn)場(chǎng)下16、單每個(gè)現(xiàn)場(chǎng)下單每個(gè)IDID只有一次機(jī)會(huì)只有一次機(jī)會(huì) *GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN2023活動(dòng)場(chǎng)地支棱市集-周末后備箱市集GUPOWEROINT GUPOWEROINT GUOWEROINT 永旺國際商城，位于北京市昌平區(qū)北清路1號(hào)院1號(hào)樓，臨近北京地鐵昌平線生命科學(xué)園地鐵站。商場(chǎng)有超市，周末日均客流3萬，年輕人和家庭為主；活動(dòng)內(nèi)容：餐飲、游戲、文創(chuàng)、預(yù)包裝食品。商圈1 永旺國際商城商圈介紹位置：位置：永旺國際商城A1口正對(duì)面時(shí)間時(shí)間：3月17日起，每周五六日，13:00-21:00GUOQUANGUOQUANGUOQUANGUOQUANGUOQUAN17、2023活動(dòng)場(chǎng)地遛個(gè)春-支棱 創(chuàng) 意 市 集GUPOWEROINT GUPOWEROINT GUOWEROINT 六工匯，首鋼園內(nèi)的購物中心，地理位置獨(dú)特客流大，多數(shù)來自于慕名而來的游客，周末客流密集，消費(fèi)好。商圈2 六工匯購物廣場(chǎng)商圈介紹位置：位置：一層中庭時(shí)間時(shí)間：2023.3.24-3.26(共3天)活動(dòng)內(nèi)容:文創(chuàng)咖啡市集+簽繪+游戲+集章+寵物公益原創(chuàng)作品拍賣。GUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANGUOQUANFOR WATCHINGTHANKS