During the epidemic, how to plan an influential and patterned online new car launch conference?

Epidemic raid, the global situation is grim! All the influential auto shows have been postponed indefinitely recently. On February 7, 2020, beijing international automotive exhibition issued a notice to postpone the exhibition scheduled for April 2, 20201-April 30. The specific time will be notified separately according to the actual situation of the epidemic.

On February 28th, the Swiss federal government announced that from now until March 15, large-scale gatherings with more than 1000 people were prohibited. The Geneva Motor Show originally scheduled for March 3 to March 15 was cancelled directly. Cancel or not postpone?

Judging from the grim situation of the epidemic in the United States, it is estimated that the new york Auto Show, which was originally scheduled to open on April 8th, will be held as scheduled (for reasons you know).

Geneva Motor Show and Detroit Motor Show in North America, Paris Motor Show in France, Frankfurt Motor Show in Germany and Tokyo Motor Show in Japan are the most influential auto shows in the world, with hundreds of thousands and millions of people attending each exhibition. All new cars of car companies are released at these large-scale exhibitions and international auto shows in China, Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu. With the postponement and cancellation of auto china and Geneva Motor Show, all car companies' new car release plans, brand communication, global layout and vehicle sales will be greatly affected. Some car companies may only choose to hold new car listing activities online.

How to plan an influential online new car launch conference is an urgent problem for car companies at present. After all, at least hundreds of thousands or even millions of people can watch or even experience the exhibition at zero distance. Coupled with the media, the media's soft and hard publicity and promotion, we can achieve the desired effect of car companies. How to publish new cars on the Internet and attract the attention of so many accurate customer groups will test the planning and resource integration capabilities of car companies and public relations companies.

Recently, a well-known car company just released a new car online and watched the whole online conference. It is not clear whether the budget is small, the planning of the public relations company is not strong, or the time is hasty. In my opinion, it's nothing, just like a 45-minute Chinese class or a news broadcast with interviews and advertisements. Nevertheless, it is a brave first step to try a new model during the epidemic.

How to plan an influential online new car launch conference is of great significance to the new car listing of car companies. The author talks about his own views, hoping to attract more planning elites to participate in the discussion and discuss how to plan a perfect online new car launch conference.

The first step is to locate the accurate customer base according to the upcoming models, that is, who are we going to sell the car to? According to the positioning of cars developed and launched by car companies, car companies put forward which customer groups to sell at that time, and then public relations companies made suggestions and supplements.

The second step is to set the goals and objectives of this online new car launch conference after targeting the target customer groups. What kind of information do we need to convey to these target customer groups, and what kind of effect do we achieve in the end? Seemingly simple new car listing activities, but different goals and different plans will produce various possible results. Some public relations companies may spread the news of new car listing positioning through the media platform, interspersed with car enterprise leaders to show their faces and brag about a cow, and then arrange some media to do special topics, and then arrange 500-2000 media to publish soft articles. This kind of planning is like a meteor. It doesn't shine or make a wish to satisfy your wish, but it passes in an instant.

When a new car is released, the main objectives should generally be: first, to enhance the information exposure and awareness of car companies, brands and models through activities; Second, produce rich and high-quality content for search engines to include; The third is to attract target customer groups and ultimately achieve the purpose of increasing sales.

The third step is to make a publicity and promotion plan according to the target. With a clear goal, we can decompose the tasks to achieve each goal according to the goal, how to attract the target customer base, how to realize the interaction with the target customer base, what small online activities can transmit the information of new car listing activities to more target customer base, and how to book cars at the online conference of the target customer base, all of which require professional and meticulous planning.

The fourth step is to lock in the promotion channels and cooperation institutions and personnel of the online new car launch conference. During this period, we need strong resources integration and coordination ability, integrate and comprehensively evaluate the resources and effects that can be produced by various cooperative organizations, evaluate the feasibility and preparation time, and finally determine the specific time for holding online meetings.

The fifth step is to complete the preparatory work according to the publicity plan. The work during this period is very complicated, but it is very important. It is necessary to coordinate the car companies to provide all the information they can provide, the leaders who can attend, whether it is necessary to shoot short films, and whether official website needs to make 3D display functions to attract consumers. Coordinate the relevant live broadcast platforms. If it is a live broadcast of multiple platforms, it is necessary to arrange a unified entrance page, and what promotion policies can be provided by the relevant live broadcast platforms; The realization of live broadcast website; Presided over the team, photography and post-production team, the implementation of soft text distribution channels and other preparatory work. Whether the online conference can be held smoothly and achieve the best results is particularly important.

The sixth step is the important work before the online new car launch conference. It is mainly to check and accept the preparatory work of the cooperative organization, and further confirm whether the cooperative organization has any work problems that need cooperation, and whether the invited leaders, guests and hosts can be present as scheduled due to some schedule changes; Arrange accommodation and other guarantees for leaders, guests or other staff who need to be present in advance; Arrange the online meeting venue in advance; Start to warm up the online new car launch conference in relevant media to attract the attention and participation of target customer groups.

Seventh, during the online new car launch, we mainly pay attention to the on-site control of the online new car launch site, whether there are any abnormal phenomena in major live broadcast platforms and major cooperative media platforms, record and broadcast the online launch throughout the process, and make it into DVD or electronic materials later, so that car companies can keep it or use it for later publicity. The most important thing is how to interact with target customers online and guide consumers to place orders directly online.

Step 8: Work after the online meeting. Keep in touch with the major media at the first time, make the news of the online new car conference visible to the whole network as soon as possible, and sort out the relevant links and post them on the official website or special pages of car companies, so as to facilitate the inclusion of search engines and enhance the information exposure of car companies, brands and models; Organize the list of target customers who pay attention to activities or have placed orders into a book through the background to assist car companies and dealers to follow up and promote new car sales; After the event is completely over, organize an event summary report to facilitate car companies to make more development plans after the online new car conference.

By the way, some suggestions about the online new car launch conference may make the online new car launch conference of car companies more attractive and influential.

1. How to make vehicles more attractive to target customers? First of all, we should extract the selling points of vehicles, and then use 3D, AR, short films and other perfect forms to reflect them. Because it is published online, don't consider the so-called high technology of VR. Not every consumer has the conditions and interest to wear the device experience. Secondly, the interaction and prize-winning exchange with the target customer groups were planned throughout the activity. In addition, the best way to attract target customers to place orders is the preferential policies at the new car launch conference, and a real case of online marketing activities of car companies will be introduced later.

Second, how to make the online new car launch more influential? In addition to the traditional publicity through the media platform, car companies and public relations companies have ignored some more important ways. First, the existing promotion channels and forms, taking Dongfeng Motor Group as an example, Dongfeng Motor Group has more than 1.6 million employees. Each employee registers 20 influential self-media platforms and vertical car portals. When releasing key activities and information, it is equivalent to more than 3 million platforms simultaneously speaking. This is the horror effect of the new media matrix from the media. Why don't car companies do this? Some people didn't expect it, and some people haven't got there yet. When the competition is really fierce, these tasks must be done. Second, the award-winning communication, whether in the warm-up period of the event or during or after the release of the online new car, must plan a prize-winning communication activity, so that everyone can participate in the communication. Everyone's circle of friends can cover hundreds to more than 5 thousand people. The more people participate in communication, the wider the crowd, and the better the effect. Third, the new car listing preferential policies.

The fourth is that everyone can be a salesman. On these two points, Changan Automobile's public relations company and media department are very powerful. Changan automobile broker model was introduced in the early stage. Every successful car transaction provides the broker's fee and more preferential policies for vehicles, which makes all Chang 'an old customers have great motivation to share the advantages of Chang 'an Automobile with their relatives and friends who want to buy a car, so that consumers can tell consumers whether the products are good or not, which is more direct and effective than the advertisements put by many car companies.

On February 29th, Changan Auchan launched the activity of "Factory Live Cloud Group Buying, 700 million subsidies to send", which broke the silence of the automobile circle during the epidemic after the Spring Festival. According to statistics, the two-hour live viewing volume reached 1.20 1.90 million times, the live interaction volume reached 1.5 1.46, and the harvest order was 1.388. It is also a car company and a public relations company. Why is the People's Team so good?

Third, the venue and content of the online new car launch conference. In view of the global spread of novel coronavirus and the postponement and cancellation of major auto shows, it may be normal to release new cars online in a short time. Later, with the intensification of competition in the automobile industry, more automobile companies will also choose to release new cars online. In short, releasing new cars online may be a trend and normal state in the future.

The key to releasing a new car online is the live broadcast of the conference. If you choose a live broadcast room, a big screen or a radio station, what you do is news broadcast, which is not as high as a reporter. If you choose a car theme park or a racing park, combined with the performance of racers, media, dealer representatives and consumer representatives, and with perfect live broadcast equipment and shooting team, you can present a wonderful online and offline press conference.

As for the content of the online new car conference, I don't want to mention it. Whether it is a car company or a public relations company, it will be branded with CCTV's annual Spring Festival Evening or some more classic reality shows or live activities.

There are more suggestions and details to give, but I hope more planning elites will participate and put forward more ideas and opinions.

Just hope a little, don't let the classics die of planning!

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.