365度品牌营销.ppt

VictoriasSecret:Objective,Getmentobuywomensunderwear.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,Doaworldsfirstandpubliciseit.开创先例，并且让公众知道,LeadIdeas,Intensificationbyweavingtheideastogether将不同的IDEA组织在一起,Publiciseunheard-ofresponsetoworldsfirstonlinefashionshowadvertisedduringtheSuperBowl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,PointsofContactandtheStrategicImpactMatrixare360tools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,DescribedtheBrandsDNA,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,Definedtheareaswherethebrandcanintensifytheimpactithasonpeopleslives,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,AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCafinTaiwanMildSevenInChinaMiloinThailandPondsPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea,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）Itdoesnthappennaturally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dontthinkaboutitasfillingoutaformorslavishlyfollowingaprocess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Generatinglistsofeverythingthatcouldbedonewithoutprioritisingthoseelementsthatwillworktogethertogetthebrandmoreinvolvedinpeoplesreallives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,AmexBlueinSingaporeAMildinIndonesiaIBMebusinessinChinaLeftBankCafinTaiwanMildSevenInChinaMiloinThailandPondsPoreStripinthePhilippinesSanyuanMilkinChinaSpeedPostinHongKongKotexWhiteinKorea,2.