奥美HAVE WE DEFINED OUR TARGET AUDIENCE018.ppt

have we defined our target audience? ? structurestructure the the communicationcommunication define thedefine the target audiencetarget audience determine the objectivesdetermine the objectives *decision makerwill need less detail *opinion leader *implementorswill need more detail *experts *second guesserwill need a harder sell (of decision makers view)and the offer of support. what is their role? what frame of mind are they in? 他们的心态是什麽? z z z z * apa thetic 冷 漠 z z z z * * sophisticatedsophisticated 老练的老练的 * apa thetic 冷 漠 z z z z * hostile 敌意 * * sophisticatedsophisticated 老练的老练的 * apa thetic 冷 漠 z z z z * * critically critically interestedinterested 非常有兴趣非常有兴趣 * hostile 敌意 * * sophisticatedsophisticated 老练的老练的 * apa thetic 冷 漠 what frame of mind? * * enthusiasticenthusiastic 热心的热心的 z z z z * * critically critically interestedinterested 非常有兴趣非常有兴趣 * hostile 敌意 * * sophisticatedsophisticated 老练的老练的 * apa thetic 冷 漠 apathetics 冷漠型 why?为何? poisoned by previous presentations 被以前的经验毒害了! saturated on the subject 对这个话题已听得不想再听 poor physical environment 身体状况很差 psychologically dead psychologically dead to your idea. to your idea. 心理上不接受你的想法心理上不接受你的想法 z z z z what you have to do 你得怎麽做 引起兴趣,保持他们的热情. 打动他们的心. 快点进入正题 把过程戏剧化,视觉化 让他们要采取的行动容易些 z z z z sophisticates 老练型 why?为何? seen it before 以前看过 non-expert to expert 非专家做专家提案 subordinate to superior 下对上 peer to peer 平辈间 know it all already (and more)know it all already (and more) 这些早就知道了这些早就知道了 what you have to do 你得怎麽做 让他们用全新的角度看待你,及你的idea. 让他们了解你的专业程度. 尽量做到最好 如您知道的 引用权威的话 hostiles 敌意型 why? 为何? 觉得被威胁 对你评价不高或对你的“出身“有质疑 怀疑你的动机 文化的阻隔 opposes either you or your ideaopposes either you or your idea 反对你或你的反对你或你的ideaidea what you have to do 你得怎麽办? 找出他们对你有敌意的原因 显示你了解他们的处境 建立共通的关注焦点 举例 保持冷静-你一动思他们就会杀了你 不要期望事情太快有变化 critically interesteds why? 为何? 专业对专业 理性导向 期望你证明你的说法 willing to accept ideas based on fact willing to accept ideas based on fact and sound reasoningand sound reasoning 愿意接受基於事实和理性辩证下的好愿意接受基於事实和理性辩证下的好ideaidea what you have to do 你得怎麽办 show benefits 呈现利益点 cover all options objectively 中立 present factually & non emotionally 事实 而非情感 enthusiasts 热情派 why? 为何? already sold and motivated idea已被接受 accept you and your message 你说的都算 have faith alreadyhave faith already 已有信心已有信心 what you have to do 你得怎麽做 reinforce their beliefs 增强信心 go light on pure information and proofs “淡淡的卖“,呈现证据 go heavy on colour and emotion 色彩和 情感 青苹果出品 必属精品 http:/www.d