R3：体验营销白皮书(英文版)(40页).pdf

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1、An R3 White Paper ENHANCING EXPERIENCE MARKETING DRIVING TRANSFORMATION FOR MARKETERS set up event goals and define your audience. 市场主明确内部活动预算和想要 达到的目标和触及的目标人群 Set up event KPIs according to the type of activity. 根据活动的类型不同，确立好活 动评估纬度 Reduce unnecessary communication cost and finance cost via a stand

2、ardized working procedure. 通过标准的化的流程减少不必要 的沟通成本和物力成本 Visualize each part and make sure everyone involved is on the same page. 可视化活动各个环节，有效联动 活动各部门和外部代理商 Carefully monitor critical points to ensure an a smooth event process. 在活动关键节点做有效地把控， 确保活动进行环环相扣 Set up timelines and keep everyone informed; have

3、back-up plans for areas with the most potential risk. 建立有效时间表，确定各部门信 息透明。针对有风险步骤，提前 做好预备方案 Review the event performance with aligned KPIs. 根据活动类型制定的KPI进行活 动事后评估，对活动表现进行分 析和总结 Provide suggestions for areas that need further improvement and to maintain competitive edge. 针对活动中出现的问题和不足进 行下一步提升和反思，对优势环 节

4、j进行保持 Strategy Consultancy, Branding Agency, Creative Agency, PR Agency, IMC Agency 策略咨询、品牌代理商、创意代理商、公关代理商、 整合营销代理商 Creative Agency, Event Agency, PR Agency, Event Management Software, Data Integration 创意代理商、活动营销代理商、公关代理商、数字代理 商、活动管理软件、数据整合代理 Content, Presentations, Visual, Tech/Equipment/ Installat

5、ion, Logistics Management, Attendee Activation, 3rd Party Managment, External Affairs 内容、演示、视觉、技术/设备/装置、接待管理、 嘉宾互动、第三方管理、对外事务 DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES 6 1 2 Event Marketing Trends From One-stop to Industry Expertise 线下营销趋势 从一站式代理商到 专项代理商的转变 With the increasing scale of e

6、vent marketing and professionalism of internal teams, todays brands have the ability to interface with multiple external agencies. This allows marketers and agencies to close the loop between online and offline activities and meet targets. 随着活动营销的规模的日益扩大和品牌方内部人员配备的完整性和专业度不断提升，如今的品牌方有足够的 能力去对接不同类型专项的