《度品牌营销》PPT课件.ppt

Victoria sSecret Objective Getmentobuywomen sunderwear 让男人去买女人的内衣 asgiftsforwomen 作为给女人的礼物 Sowherecanwefindattentivemen 哪里可以找到专心的男人 天马行空官方博客 Andnowforsomethingcompletelydifferent Fashionshow时装秀 Webcast网络 SuperbowladSuperbowl广告 Doaworld sfirstandpubliciseit 开创先例 并且让公众知道 LeadIdeas Intensificationbyweavingtheideastogether将不同的IDEA组织在一起 Publiciseunheard ofresponsetoworld sfirstonlinefashionshowadvertisedduringtheSuperBowl在Superbowl期间发布广告 告知公众世界上第一个网上市装秀 Problem responselevelscrashedthesystem 难题 系统崩溃 Summary小结 Interplayandintensificationimproveresults相互影响和强化提升最终结果BrandWorldisasensorysurroundthatmaximizesinvolvementthroughpickingpointsofcontactwhichwillintensifyinvolvementandworkingtheinterplaybetweenthem品牌世界时一个感觉的世界 它通过选择不同有相互影响的接触点 加强消费者对品牌的投入度DayinaLife Snap PointsofContactandtheStrategicImpactMatrixare360 tools各种360度思考的工具 GroupExercise3分组练习 Gobackintoyourgroups回到你的小组ExploretheBrandWorldforyourbrand发掘你们品牌的品牌世界GeneratePointsofContactoptionsandevaluatethemusingtheStrategicImpactMatrix产出接触点并运用策略矩阵加以评估Reportbackinonehourstime1小时后报告 Conclusion结论 DiscoveredtheChallengefacingthebrandina360Degreeway DescribedtheBrand sDNA Challenge挑战 BrandPrint品牌写真 BrandWorld品牌世界 Createdaworldwhichmaximisestheinterplaybetweenthebrandanditscustomersatvariouspointsofcontact WhatWeHaveDone我们学习了什么 Idea BrandAudit品牌检验 BrandScan品牌扫描 Pointsofcontact接触点 Gathered orderedandinterpretedinformationaboutthebrandina360Degreeway Understoodtheuniquerelationshipbetweenthebrandanditscustomers Definedtheareaswherethebrandcanintensifytheimpactithasonpeople slives HowWeGotThere如何得到 Sequence顺序 BrandScan品牌扫描 BrandAudit品牌检验 Pointsofcontact接触点 Challenge挑战 BrandPrint品牌写真 Idea BrandWorld品牌世界 Executions执行 WhyWeHaveDoneIt为什么我们这样做 Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消费者的每个接触点 创造可以让品牌前进的伟大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择消费者投入度最高的接触点 让我们将力量集中在那里 Thus因此 Improvedtherelationshipbetweenclientsandtheircustomers提升客户和他们消费者之间的关系IncreasedClientvalueintermsofmarketshare profitandshareprice提升客户的价值 通过市场份额 利润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新的机会增加客户未来的价值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更好的回报 WhyWeHaveDoneIt为什么我们这样做 Createdgreatideasthatmoveourbrandsaheadateachpointofcontactbetweenthebrandanditscustomers在品牌和消费者的每个接触点 创造可以让品牌前进的伟大IDEASelectedtherichestpointsofcustomerinvolvementonwhichtofocusourefforts选择消费者投入度最高的接触点 让我们将力量集中在那里 Thus因此 Improvedtherelationshipbetweenclientsandtheircustomers提升客户和他们消费者之间的关系IncreasedClientvalueintermsofmarketshare profitandshareprice提升客户的价值 通过市场份额 利润和股价AddedfutureClientvaluebydrivingnewopportunities通过驱动新的机会增加客户未来的价值Allowedustobewellpaidforusingourcreativityinthepursuitofthiscause让我们有更好的回报 WasItWorthit 它值得吗 Istherea360DegreePlus Isthereinterplaybetweentheelements 在主要元素健是否有相互影响 Areweintensifyingtheidea IDEA有增强吗 Isitpracticalandaffordable 它实际吗 负担得起吗 Willitbuildthebrand 它是否会建立品牌 Ifnotstartagain PuttingItAllTogether将所有的东西放在一起 Drawamaptoshowhoweverythingfitstogether画个图看一下 每件事如何相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下 如何与你的客户沟通 CurrentRetrospectiveCases案例回顾 AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaf inTaiwanMildSevenInChinaMiloinThailandPond sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea 2 Talktoeachother彼此交谈 3 Knowenough足够了解 1 Attitude Attitude Attitude态度 7 Justdoit 4 Focusonoutputnotprocess重点是产出不是过程 6 Rebuildtheplaneasyouflyit 5 Dothingsdifferently做些不一样的事情 Keymessagestotakefromfromthissession本次课程的主要讯息 Closing结束语 360DegreeBrandingismorecomplicatedbutnotthatcomplicated360度有点复杂 但并不是很复杂Thebasisistwogroupmeetings frontandback基础是两次团队的会议 前期和后期 Itdoesn thappennaturally它不会自然的发生Thebigenemyisintegration最大的敌人是整合RedFireisthepassionthatdrivesus红色火焰是驱动我们的热情Pre eminentcreativeforce卓越的创意力量Bestpeople最好的人员Mostvaluedbythosewhomostvaluebrands被珍惜品牌的人所赏识360DegreewithoutRedFirerevertsbacktointegration没有红色火焰的360度将会回到整合的阶段 ToBeSuccessfulat360DegreeBrandingYouHavetoBeClearAbout要成功运用360度品牌思考 我么必须清楚 Think360Degreefromthebeginning从一开始就从360度角度思考问题360Degreethinkingisnotlinear360度思考不是线性的focusonoutputnotprocess重点在产出 而不是过程don tthinkaboutitasfillingoutaformorslavishlyfollowingaprocess不要看作填表或跟随流程Thinkintheround everythingconnectswitheverythingelse每件事情之间都有联系Thefinalcommunicationsprogrammemaynotnecessarilyuseallthedisciplinesavailable onlythosethatareappropriate最终传播活动可能不会用到所有的方法 会选择哪些最合适的方法 BiggestRecipeforDisaster导致灾难的最大因素 Believingitisanendinitselflosingsightoftheendresultbygettingobsessedwiththeprocess失去对结果的预见 沉迷在过程中thinkingthatthejobcanbedoneifwejustanswerasetofquestionsandcompleteasetofforms认为仅仅回答一系列问题 填完一些列表格 工作就可以完成 OtherRecipesforDisaster其他导致灾难的因素 FeelingthatitisquickerifwedoitbyourselveswithoutinvolvingtheBrandTeam认为自己进行比整个团队作业更快Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoples reallives罗列每件事情 不从品牌融入消费者生活的角度来考虑优先顺序Seeing360Degreeascross sellingorjustcarvingupabudget将360度看作跨领域销售或仅仅作为瓜分预算的方法 WasItWorthit 它值得吗 Istherea360DegreePlus Isthereinterplaybetweentheelements 在主要元素健是否有相互影响 Areweintensifyingtheidea IDEA有增强吗 Isitpracticalandaffordable 它实际吗 负担得起吗 Willitbuildthebrand 它是否会建立品牌 Ifnotstartagain PuttingItAllTogether将所有的东西放在一起 Drawamaptoshowhoweverythingfitstogether画个图看一下 每件事如何相互配合Thinkhowyoucancommunicatetoyourclientinacompellingway想一下 如何与你的客户沟通 CurrentRetrospectiveCases案例回顾 AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCaf inTaiwanMildSevenInChinaMiloinThailandPond sPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea 2