多特精油66精油节营销传播方案【种草营销】

66 Essential Oil Festival Marketing Communication Proposal 千 卓 策 划 敬 呈 打造多特瑞能为消费者提供精油解决方案的专业品牌形象Create a professional brand image：thatdōTERRAcan provide essential oil solutions for consumers. 放大精油使用场景，抓住共鸣，吸引受众，提高多特瑞品牌知名度Enlarge the use of essential oil, seize the resonance, attract the audience, and improve the brand awareness ofdōTERRA. 以多特瑞会员的生活方式，借助节点将内容裂变延展，提高会员粘性的同时，并让会员借助本次宣传力度和宣传工具吸引新顾客With the way of life ofdōTERRAmembers, the content will be fission-extended with the help of nodes, so as to improve the stickiness of members, and at the same time, let membersattract new customers with the help of this publicity efforts and publicity tools. 品牌目标人群 • 30-55岁•有经济基础和闲暇时间•有自己的人生想法•对天然事物感兴趣•有一定事业及社交影响力•能获得伴侣的支持 •30-55 years old•Have economic foundation and leisure time•Have your own ideas about life•Interested in natural things•Have certain career and social influence•Get the support of your partner 品牌产品介绍 Brand introduction Essential oil productaugmented productSingle essential oil,/compound essential oil/caring essential oil.Personal care, home care, nutritious food 多特瑞的与众不同 w h ydoT E R R Ai sd i f f e r e n t 精油品质纯正，安全，有效；每一滴精油至臻至纯Ppure in quality, safe and effective;Every drop of essential oil is pure. 携手儿童基金，为社会制作贡献 170多种精油来自全球超过47个国家 More than170 essential oilkindscome from more than 47countries around the world. 如何借助66精油节 将精纯渗透更深 将至爱传递更广 How toachieve goals through66 Essential Oil Festival Infiltrate deeper purityPass on the beloved mental more widely PART 2主题传播策略 66 Essential Oil FestivalCampaignStrategy 品牌动力模型 Brand power model 想要成功建立会员的品牌归属感， 消费者在购买&使用时的品牌倾向需要一个重要的一个环节—— To successfully establish members' brand sense of belonging,Consumers' brand inclination in purchasing and using needs an important link. 赋予“多特瑞”在体验，消费层面的“深层次的意义”Give "dōTERRA" a "deep meaning" at the level of experience and consumption. 它可以让“我”沉浸在纯天然植物带来的愉悦中让感官遨游于世界，尽情舒展与享受It makes me immerse myself in the pleasure of an all-natural plant , Let the senses roam the world, stretch and enjoy 万物生长，心有所向源于自然，归于自然 Co m i n gfr o mna t u r e,an dba c ktoth ena t u r e 品牌联想构建BrandBuilding 以点滴力量将自然搬进生活珍贵而有温度才能相亲相近 Ali t t l est r e n g t h，p r e c i o u sa n dc lo s e 感受来自世界各地不同的自然文化可以带给“我”生活中不同的灵感 热爱生活与自由,也热爱自然给予的馈赠Love life and freedom , And love what nature hadoffer 品牌联想构建BrandBuilding 多特瑞的每一滴精纯都对护肤，美容，身心，情绪都有着相对应的功效，释放正能量 Every drop of purity has a corresponding effect on skin care, beauty, body andmind, and mood, releasing positive energy 超过47个国家，纯天然植物萃取More than 47 countries, all natural plant extracts 我们始终分享爱，以一滴精油，一个人，一个家庭，一个社区的方式改变世界去传递至真至纯的品牌理念We always share love：Adrop of essential oil, one person, one family, one community，change the worldanddeliver the true and pure brand concept 要赋予“66精油节”的意义 C r e a t e a n a n n u a l l ys u p e r b r a n d “ I P ”o fd ō T E R R A 通 过 精 油 节 造 势 ， 提 高 多 特瑞 的 品 牌 知 名 度 增 加 与 多 特 瑞 新 老 会 员 的 互动,提 升 品 牌 认 同 感 I n c r e a s e i n t e r a c t i o n w i t h n e w a n d o l d m e m b e r sE n h a n c e b r a n d i d e n t i t y B u i l d m o m e n t u m t h r o u g h t h e e s s e n t i a l o i l f e s t i v a lt o i m p r o v e b r a n d a w a r e n e s s . 刺 激 多 特 瑞 精 油 会 员 的 转 化（ 凝 聚 力 ， 知 名 度 ， 拉 新 转 化 ） 实 现 精 油 教 育 认 知打 破 局 限 印 象 S t i m u l a t e t h e t r a n s f o r m a t i o n o fd ō T E R R Ae s s e n t i a l o i l m e m b e r s .（Co h e s i o n，Po p u l a r i t y, C o n v e r t n e w m e m b e r s） R e a l i z d t h e c o g n i t i o n o f e s s e n t i a l o i led u c a t i o nB r e a k t h e l i m i t e d i m p r e s s i o n 从品牌受众到精油节如何实现？C r e a t e a na n n u a l l ys u p e rb r a n d “ I P ”o fd ō T E R R A “以五感六觉为承载，通过线下活动+线上营销，打造多特瑞的自然·世界·灵魂漫游” W i t h s e n s e s m a r k e t i n g a s t h e c a r r i e r , t h r o u g ho f f l i n e a c t i v i t i e s & o n l i n e m a r k e t i n g, c r e a t ed ō T E R R A‘ s n a t u r e · w o r l d · s o u l r o a m i n g 与自然来一场美妙的邂逅Have a wonderful encounter with nature 礼遇自然Courtesy of natural 将生活与自然完美融合Perfect integration of life and nature 礼遇自然，点滴珍贵 UnderstandPrecious Meet natural 来一场与大自然的相遇和倾听每一滴精油都是芬芳的守护，凝聚着自然的力量和人们对美好生活的期望 BIG IDEA#世界漫游计划## World Roaming Plan # 以#世界漫游计划#传递本次活动主题思想：礼遇自然，点滴珍贵# World Roaming Plan # conveys the theme of this activity:Meet natural UnderstandPrecious. 一多特瑞精油的成分来自全球各地的纯天然植物，让顾客、会员通过#世界漫游计划#去更沉浸式的感受关于精油&自然的魅力二通过66精油节，联动11家体验店以及遍布全国的个人工作室，让新老顾客沉浸式感受多特瑞精油带来的幸福感 BRAND EQUITY DRIVER Re-deduce the exclusive consumer experiencescene ofDottree, endow the brand with personalityand create secondary brand association 让会员·多特瑞·潜在消费者同频共振 Let members, dōTERRA and potential consumers resonate at the same frequency. 围绕以上品牌资产的建设，这一场令会员和萌新难以忘怀的品销联动式传播，该怎么做呢？ PART 3活动传播执行 Active communication execution 多特瑞66精油节传播节奏 66 Essential Oil FestivalPropagation rhythm 线下以快闪与体验店为传播核心； 传播亮点一：线下发现精油新一点 多场地主题联动 以沉浸式走近自然，沉浸式精 Highlight 01A new point of essential oil was found offline 油spa、突破型互动 线上造势，线下承载话题流量 热爱精油，感受精油，发现精油 Offline pop-up with experience stores