大型创意活动策划执行方案-善达公关.ppt

,&,InthebeginningwastheideaIdea是一切的起源,OurSimpleSellingModel一厢情愿的贩卖模式,Sellhard努力卖,!,Toadeeplygratefulclient给一个非常激赏你的客户,TheFrequentResult常有的结果,TheClientsavages客户杀人鲸,Usandtheidea撕裂我们和idea,Simplistic简易and但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,Iftheideaisntbought,wehaveallwastedourtime如果idea没卖掉,我们都浪费了时间,ISWEL2-7/96,FiveStepModel,Act,Adopt,Present,Prepare,Plan,FOURBASICQUESTIONS,Whatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo?Inform?Persuade?Reassure?Inspire?Entertain?Whatdowewantthetargetaudiencetodoasaresult?,Act,Adopt,Present,Prepare,Plan,Structurethecommunication,Definethetargetaudience,Determinetheobjectives,Whatarewetryingtodo?,*Giveinformation*Gainagreement*Obtaininformation*Spuraction*Buildunderstanding*Neutraliseresistance,Inform,Persuade,NewInformation,NewInformationorRearrangeOldInformation,HAVEWEDEFINEDOURTARGETAUDIENCE?,?,*Decisionmakerwillneedlessdetail*Opinionleader*Implementorswillneedmoredetail*Experts*Secondguesserwillneedahardersell(ofdecisionmakersview)andtheofferofsupport.,Whatistheirrole?,Whatframeofmindaretheyin?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*CriticallyInterested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Whatframeofmind?,*Enthusiastic热心的,*CriticallyInterested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics冷漠型,WHY?为何?Poisonedbypreviouspresentations被以前的经验毒害了!Saturatedonthesubject对这个话题已听得不想再听Poorphysicalenvironment身体状况很差,Psychologicallydeadtoyouridea.心理上不接受你的想法,ZZZz,Whatyouhavetodo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,Sophisticates老练型,WHY?为何?Seenitbefore以前看过Non-experttoexpert非专家做专家提案Subordinatetosuperior下对上Peertopeer平辈间,Knowitallalready(andmore)这些早就知道了,Whatyouhavetodo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,Opposeseitheryouoryouridea反对你或你的idea,Whatyouhavetodo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,Criticallyinteresteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willingtoacceptideasbasedonfactandsoundreasoning愿意接受基於事实和理性辩证下的好idea,Whatyouhavetodo你得怎麽办,Showbenefits呈现利益点Coveralloptionsobjectively中立Presentfactually&nonemotionally事实而非情感,Enthusiasts热情派,WHY?为何?AlreadysoldandmotivatedIdea已被接受Acceptyouandyourmessage你说的都算,Havefaithalready已有信心,Whatyouhavetodo你得怎麽做,Reinforcetheirbeliefs增强信心Golightonpureinformationandproofs淡淡的卖,呈现证据Goheavyoncolourandemotion色彩和情感,Exercise:Paperclip,ONECOREIDEAOURMAINMESSAGE,Manydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.,THECOREIDEA,SupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetail,REPORT/INFORMFORMAT,SubjectBackgroundInformationindex(whatImgoingtotellyou)InformationRecap/Summarise(whatIvetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresult,Report/InformExample,Subject,UnderstandingConsumersinAsiaPacific,Background,NewYoungAdultstudypilotinSingapore,HongKong&KualaLumpur,InformationIndex,Emergenceofamuchgreaterdegreeoftensionsincelaststudy,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobaloutlookLocalpride,Recap,Howthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrands,Meaning,Weneedtomonitorthiscarefully,Persuasion:ProblemFormat,Problem,NegativeConditions,Evidence,Summary,IdeaandAction,Persuasion:ProblemFormat,Problem,NegativeConditions,Evidence,Summary,IdeaandAction,Brandsalesdropping*Losingdistribution*Losingmargin*Losinggroundineyesofconsumer*_*_*_MustdosomethingaboutitRelaunch-Newpackaging-Newflavours-Newadvertising,Persuasion:IdeaFormat,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,HOWPERSUASIVEAREYOU?EXERCISE,Brandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising*Regaindistribution*Leapfrogcompetition*Preferredbrandwithconsumers*Increasepriceandmargin*_*_*_LetsdothisNextstepsWHO,WHAT,WHEN,Persuasion:IdeaFormat,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,FiveKindsofEvidence,PersonalexperienceAnalogyJudgementofexpert(Quotes)ExampleStatistics/Facts,FiveKindsofEvidence,PersonalexperienceTalkfirstperson.Relive.Actout.Mostinterestinganduniqueevidence.Givesemotionaldimension.AnalogyComparesdissimilarthingsusinglikeoras.Allowsyoutoexaggerateapointwithoutoffendingtheintelligenceofyouraudience.Judgementofexpert(Quotes)Whichlistenerswillrecogniseasanauthority.Iftheydontknow,credentialisetheexpertbeforeyourquote.ExampleSpecific.Wherekeyfactorsaresimilar(eg,overseasmarket).Statistics/FactsWhatweusuallythinkofasevidence.Visualisestatisticsifyoucan.,SlowBuildtoaGrandFinale,Intro,Background,SlowBuildtoaGrandFinale,Strategy,SlowBuildtoaGrandFinale,Rationale,SlowBuildtoaGrandFinale,Idea,SlowBuildtoaGrandFinale,AnyQuestions?,SlowBuildtoaGrandFinale,HereItIsandWeAreExcited,Intro,Idea,HereItIsandWeAreExcited,Howwegotthere?,HereItIsandWeAreExcited,Whyitsright?,HereItIsandWeAreExcited,AnyQuestions?,HereItIsandWeAreExcited,TheTellemFormat,TellemwhatyouregoingtotellthemTellemTellemwhatyouvetoldthemEnsuresthreeexposurestothemainmessage,PlanningCycleFormat,MatchingYourCommunicationStyletoYourClientsPreferredThinkingMode,Version1.05/96,Visuals,EyeMovements,UpRight,UpLeft,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,EyeMovements,SideRight,SideLeft,DownLeft,WordsSaySpeakAskTellExpressInquireToneMentionHearStaticAccentTalkRingResonateSoundRemark,Auditories,DownRight,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,EyeMovements,OneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudontsomewillfeelexcluded.,HowtoDevelopTrust,Exercise:PaperclipsRevisited,FiveStepModel,Act,Adopt,Present,Prepare,Plan,Youcanneverboresomeoneintobuyingyouridea,FiveStepModel,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Listen,PeopleareMoreLikelytoListentoSomeonewho:,Theyrespectandtrust.Isenthusiastic.Believesintheidea.Giventhemanideatheyvalue.Speaksinalanguagetheyunderstand.Makesthemfeelcomfortable.Dressesandbehavesinawaythatisgenerallyinkeepingwiththeirexpectations.Presentsinalivelyway.Knowswhentostop.,IsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestions,ListenersaremoreLikelytoListentoaPresentationthat:,ActiveListening,Version1.15/96,Sendreinforcementsweregoingtoadvance,Sendthreeandfourpenceweregoingtoadance,Confusion,Lossofdetail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENINGDISTORTION,RECEIVED,Distortion,ActiveListening,Trackingwords,Driftinginandout,THEKEYISTOLISTENAPPROPRIATELY,LevelofListening,HearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassive,Driftingin&out,AppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeakersintentReallyonlyslightlyconcentratingMakingabitofaneffortTheyesdearsyndrome,Trackingwords,PayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid-Noting-Checkingback-Physicalsignals-Eyecontact,ActiveListening,AgencyAttentionLevel,Time,AgencyAttentionLevel,Time,X,AgencyAttentionLevel,Time,X,X,BlueDress,AgencyAttentionLevel,Time,X,X,X,X,X,X,TheRehearsalCurve,BlueDress,PayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid-Noting-Checkingback-Physicalsignals-Eyecontact,ActiveListening,X,X,X,X,X,X,N,N,N,N,N,DefeatingtheRehearsalCurve,Theworkyouvejustsolddeservesthehighestleveloflistening.Listenactivelyandnon-judgementallytoyourclientsresponse.Forceyourselftotakenotesofkeypointsandthenreturnquickly.Avoidsurfingtherehearsalcurve.,Listening:Summary,TheyjudgethatthepresenterreallycaresabouttheirbusinessTheideaseemsrightbecauseofthesupportofferedMajorconcernshavebeensatisfactorilyaddressedTheirinputhasbeenincorporatedinso