奥美培训奥美Ogilvygiving better presentations

,GIVINGBETTERPRESENTATIONS!,Youboreme.,makemeexcited!,AreyouInteractive?Areyouone-to-onemarketers?TalkingaboutPersonalization.,TheLiterature,Rogensays:Thepresentationmustalwaysbeanorganizedproduct.Thepresenterhasalimitedtimetopresentavarietyofideasandmaterials.Thesemustbepresentedinthemosteffectivesequence.Apresentationisplanned,organized,usesaidsandmostimportantlyistailoredforthespecificaudience,Thewaystoagreatpresentation,Phase1PlanyourpresentationThebasicsofplanningPhase2Allabouteffectivewritingtips,techniques,templates,ideashowtomakesomerawmaterialsofapresentationbetterPhase3Deliveryplanning,casting,pace,theshowSomeSamplesCaseStudy,Phase1Planningyourpresentation,Planningapresentation,Whatistheobjective?Obviousorhiddenagenda?Asimpletool-yourpersonalbriefWhatdoIwanttogetoutofthepresentation?Whatdoesmyaudiencewantorexpectfromthispresentation?,Thesecanbeverydifferentobjectives!,Towhomareyougivingthepresentationto?,Knowyouraudiencewhoisgoingtobetherewhataretheylikewhatdotheyknowalreadywhatdotheynotknowwhatdotheythinkofyouwhatdotheyexpectfromthepresentation,Sometimesyoujusthavetohaveawildguess.,Howmuchtimedoyouhave?,SetatimeoryouwillgetlostGivetimebackKeepitshortespeciallytopeoplehighuptheladderHidecharts,beruthlessTrytoplannaturalandintelligentbreaksReducetothenumberofchartsyouneedtosupportyourpointInvolveClientinthedevelopmentofyourpresentationSendanoutlineorfullerwrittendocumentinadvanceiftimeislimitedExplainintheinterestoftimeyouwillonlycoverthemostimportantissues,Timeisthemostvaluedasset.,Whereareyougivingthepresentation?,Yourplaceortheirs?SizeoftheroomRefreshments,paper,pencils,seatsWheredoyouwantpeopletositAudiovisualequipmentTapesCreativework/boards-handlethemwell.,Dontassumeanything.,Whoisonyourteam?,EveryoneontheteamshouldhavearoleandknowhowtoplayitOnlyplayerstoplay-nosubstitutes(eventhoughtheyrevital)ExperiencedplayerswinincriticalsituationsWhoshouldspeak?Itdepends.,Tips,ToolsandTechniques,GettingStarted,TrygivingitatitlefirstACRMsolutionforIBM-effectivecustomermanagementRevampofAudiChinaSite-MovefromproductfocusedcommunicationtobrandcommunicationConclusion/MainPoint/RecommendationGobacktoyourbriefWhatisthemainpointyouwanttostress?WhatdoyouwanttheClienttodo?AgendaWriteitfirstitwillguideyouthroughtheprocessAllocatetimetothetopicsonyouragenda,THEPAGEISBLANK!,GettingStarted,TheBody,TheMeatWespendmostofourtimeonthis,worrying,perfecting,sweatingandfrettingourdata,analysis,strategy,creative-Yesthisisthesubstance,butifwefollowstep1-3weknowthetypeofbodyweneedSummaryWhatarethethreepointsyouwantyouraudiencetoremember?OpeningHowdoyouplantoopenthepresentation?Sometheatre,quotes,jokes(onlyfunnyones),aclip,agreatexampleofwork,arealuserexperienceGetthefocusonYOUandkeepitthere!,GettingStarted,TransitionshowtomovefromonesectiontoanotherSelecttherightspeakersConsiderlanguageConsiderchemistryUseunconventionalmethodsifnothingelsehelpstogetyourpointacrossMakeitaperformance,aplay!,Phase2twentysevenwaystomakeyourvisualaidsbetter,27Tips.,No1DontwriteanymorewordsthanthisperpointFACT!,No.2Ifyouhavetoshrinkthefontto16tofiteverythingonthepage.dontbother,edityourbloodychart,27Tips.,UsedifferentfontssparinglySAMEgoesforCAPITALlettersanditalics-theycanaddemphasis,butasyoucansee,puttoomanytogether-anditlookslikeaMESS!UsevisualstoillustrateyourpointortobreakuppagesUsechartstoconveycomplexinformation-ortosummarizedifferentpoints-butkeepthemsimple,27Tips.,HelpguidepeoplethroughyourpresentationPointoutthebreaksclearlyAvoidsillyclip-artoverkillUseClientslogoonyourchartsBuild,Build,BuildIfyouhavealotofdatapointoutthemostimportantbit,27Tips.,UsequestionsReferenceyourdatasourcesoneverychartUsequotes(notonlyD.Os)AttributesquotestothosewhosaidthemDontusesoundeffectstheyaddnothingtothecommunication,27Tips.,Dontoverusefly-in-effectsandtransitionsbetweenslidesOnceyouvewrittenyourpresentationcutitby50%Usecolortosimplify,highlightorguide-youhave64,000!CutsomemoreslidesUsedifferentmedianotonlypower-pointIfyouhavelotsofdataonacharthandoutahardcopy,27Tips.,Dontscancreative-itlooksbadUsesummaryboxesatthebottomofcomplexchartsUsenon-traditionalaidestogetyourpointacross,27Tips.,someexamples.,AlittleChartwouldbenice,Blabla.Youcansaythesamewith20%ofthewords,BlaBlaBla.,Ifyouwanttobeanovelistwriteabook.,Samepriorityforall?,and?,when?,ProvisionalSiteMap,Giveahand-out!,cut,cut,cut,CustomerOwnershipWired,ViewpointsofOgilvyInteractive,Acquisitiongap,Market,Prospect,Customer,Suspect,Salesgap,CustomerCare,Retentiongap,Brandgap,Informationgap,Whogetsthis?,HowtheWebfitsintothesalescycle,BrandAwareness,Consideration,Conversion,Post-SaleService/Support,Product/ServiceAttributesDelivery,Whogetsthis?,Somebetterones.,HowToDoThat,FinancialBond,StructuralBond,Usagerelationshipsofcustomerwithhis/heracquaintancestobuildstrongsocialconnections(MGM/BirthdayMsg),Rewardcustomer,butinreturn,toreinforcecustomersexperienceswiththeBrandFormastructuralbondwithcustomerbylinkingeachtransactionwiththenext,Innature,wedonthaveastructuralrelationship,with“recharging”,wehavetomanageeachMOTtobuildLoyaltyandUsage.Also,todevelop“Carryforward”mechanism,Web-basedLifecycleManagement,Acquisition,Criticalfirstcontactasacustomer.Definesfuturerelationship.Relevanceneedstobeobvious,Opportunitytoleveragenewrelationship.Traditionally3-5xmoreresponsivetoadditionalservices/offersduringthisperiod.,Abletosegmentasedonbehavioralhistory.Rewardcross-sell.up-sellbasedonvalue.Encouragerenewal/repurchase/continuedbusiness.,Targetedatprofitablecustomers.Needtoidentifyadvance“triggers”.,VaryinvestmentbyprofitabilityMakeitsimple,easyandfastforthecustomer,Targetedatselectiveprofitableattritors.,FreeUMS,InternationalIP,8wks,8wks,On-going,MultipleProductSourcingResellVignetteSolutionsApplicationDevelopmentInstallation/Deployment,ProjectManag