大型创意活动策划执行方案善达公关课件

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ideaSimplistic简易and但Risky高风险ModelAct行动Sell贩卖SellingSellingIftheideaisn‘tbought,

wehaveallwastedourtime

如果idea没卖掉,我们都浪费了时间 ISWEL2-7/96FiveStepModelActAdoptPresentPreparePlanFOURBASICQUESTIONSWhatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo? Inform? Persuade? Reassure? Inspire? Entertain?Whatdowewantthetargetaudiencetodoasaresult?ActAdoptPresentPreparePlanStructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesWhatarewetryingtodo?* Giveinformation * Gainagreement* Obtaininformation * Spuraction* Buildunderstanding * NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationHAVEWEDEFINEDOUR

TARGETAUDIENCE??StructurethecommunicationDefinethetargetaudienceDeterminetheobjectives* Decisionmaker willneedlessdetail* Opinionleader* Implementors willneedmoredetail* Experts* Secondguesser willneedahardersell (ofdecisionmaker'sview) andtheofferofsupport.Whatistheirrole?Whatframeofmindaretheyin?

他们的心态是什麽?Z

Z

Z

z* Apathetic

冷漠Z

Z

Z

z* Sophisticated

老练的* Apathetic

冷漠Z

Z

Z

z* Hostile

敌意* Sophisticated

老练的* Apathetic

冷漠Z

Z

Z

z* CriticallyInterested

非常有兴趣* Hostile

敌意* Sophisticated

老练的* Apathetic

冷漠Whatframeofmind?* Enthusiastic 热心的Z

Z

Z

z* 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Z

Z

Z

zWhatyouhavetodo

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

zSophisticates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ideaWhatyouhavetodo

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CriticallyinterestedsWHY? 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ideaWhatyouhavetodo

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?Alreadysoldandmotivated

Idea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:PaperclipONECOREIDEA

OURMAINMESSAGEManydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.THECOREIDEASupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetailREPORT/INFORMFORMATSubjectBackgroundInformationindex(whatI'mgoingtotellyou)InformationRecap/Summarise(whatI'vetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresultReport/InformExampleSubjectUnderstandingConsumersinAsiaPacificBackgroundNewYoungAdultstudypilotinSingapore,HongKong&KualaLumpurInformationIndexEmergenceofamuchgreaterdegreeoftensionsincelaststudyInformationIndependence EngagementIndividualism CommunalismOptimism FrustrationSelf-Determination FatalismGlobaloutlook LocalprideRecapHowthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrandsMeaningWeneedtomonitorthiscarefullyPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionBrandsalesdropping* Losingdistribution* Losingmargin* Losinggroundineyesofconsumer* ____________________* ____________________* ____________________MustdosomethingaboutitRelaunch- Newpackaging- Newflavours- NewadvertisingPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceHOWPERSUASIVEAREYOU?

EXERCISEBrandhaslostitswayrecently,butwecanturnitaroundquicklyRelaunch-newpackaging,newflavours,newadvertising* Regaindistribution* Leapfrogcompetition* Preferredbrandwithconsumers* Increasepriceandmargin* __________________________* __________________________* __________________________Let'sdothisNextsteps WHO,WHAT,WHENPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidenceFiveKindsofEvidencePersonalexperience

Analogy

Judgementofexpert(Quotes)Example

Statistics/Facts FiveKindsofEvidencePersonalexperience Talkfirstperson.Relive.Actout.Mostinterestinganduniqueevidence.Givesemotionaldimension.Analogy Comparesdissimilarthingsusing'like'or'as'.Allowsyoutoexaggerateapointwithoutoffendingtheintelligenceofyouraudience.Judgementofexpert(Quotes) Whichlistenerswillrecogniseasanauthority.Iftheydon'tknow,credentialisetheexpertbeforeyourquote.Example Specific.Wherekeyfactorsaresimilar(eg,overseasmarket).Statistics/Facts Whatweusuallythinkofasevidence.Visualisestatisticsifyoucan. SlowBuildtoaGrandFinaleIntroT

BackgroundT

SlowBuildtoaGrandFinaleStrategyT

SlowBuildtoaGrandFinaleRationaleT

SlowBuildtoaGrandFinaleIdeaT

SlowBuildtoaGrandFinaleAnyQuestions?T

SlowBuildtoaGrandFinaleHereItIsandWeAreExcitedIntroT

IdeaT

HereItIsandWeAreExcitedHowwegotthere?T

HereItIsandWeAreExcitedWhyit'sright?HereItIsandWeAreExcitedT

AnyQuestions?HereItIsandWeAreExcitedT

TheTell'emFormatTell'emwhatyou'regoingtotellthemTell'emTell'emwhatyou'vetoldthemEnsuresthreeexposurestothemainmessagePlanningCycleFormatWherearewenow?Whatcanwereach?AreweGettingthere?Howdowegetthere?MatchingYourCommunicationStyletoYourClient'sPreferredThinkingModeVersion1.05/96VisualsEyeMovementsUpRightUpLeftUnfocussedWordsSee Envision Reflect ShowView Watch Bright PerceivePreview Picture Illustrate SurveyClear Highlight Perspective LookFocusEyeMovementsSideRightSideLeftDownLeftWordsSay Speak Ask TellExpress Inquire Tone MentionHear Static Accent TalkRing Resonate Sound RemarkAuditoriesDownRightWordsFeel Impress Grab HitTouch Suffer Handle TackleRub Pressure Grasp KnowAffect IntuitKinestheticsEyeMovementsOneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudon'tsomewillfeelexcluded.HowtoDevelopTrustExercise:PaperclipsRevisitedFiveStepModelActAdoptPresentPreparePlanYoucanneverboresomeoneintobuyingyourideaFiveStepModelActAdoptPresentPreparePlanAcceptUnderstandListenPeopleareMoreLikelytoListentoSomeonewho:Theyrespectandtrust.Isenthusiastic.Believesintheidea.Giventhemanideatheyvalue.Speaksinalanguagetheyunderstand.Makesthemfeelcomfortable.Dressesandbehavesinawaythatisgenerallyinkeepingwiththeirexpectations.Presentsinalivelyway.Knowswhentostop.IsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestionsListenersaremoreLikelytoListentoaPresentationthat:ActiveListeningVersion1.15/96Sendreinforcementswe'regoingtoadvanceSendthreeandfourpencewe'regoingtoadanceConfusionLossofdetailSubstitutionFiltersMisinterpretationAdditionORIGINALLISTENINGDISTORTIONRECEIVEDDistortionActiveListeningTrackingwordsDriftinginandoutTHEKEYISTOLISTENAPPROPRIATELYLevelofListeningHearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassiveDriftingin&outAppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeaker'sintentReallyonlyslightlyconcentratingMakingabitofaneffortThe"yesdear"syndromeTrackingwordsPayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid -Noting -Checkingback -Physicalsignals -EyecontactActiveListeningAgencyAttentionLevelTimeAgencyAttentionLevelTimeXAgencyAttentionLevelTimeXXBlueDressAgencyAttentionLevelTimeXXXXXXTheRehearsalCurveBlueDressPayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid -Noting -Checkingback -Physicalsignals -EyecontactActiveListeningXXXXXXNNNNNDefeatingtheRehearsalCurveTheworkyou'vejustsolddeservesthehighestleveloflistening.Listenactivelyandnon-judgementallytoyourclient'sresponse.Forceyourselftotakenotesofkeypointsandthenreturnquickly.Avoidsurfingtherehearsalcurve.Listening:SummaryTheyjudgethatthepresenterreallycaresabouttheirbusinessTheideaseemsrightbecauseofthesupportofferedMajorconcernshavebeensatisfactorilyaddressedTheirinputhasbeenincorporatedinsomewayintotheideaPeopleAreMoreLikelytoAcceptIdeaswhen:FiveStepModelActAdoptPresentPreparePlanTheyareaskedtoactonitTheactionrequiredisnottoomuchtroubleTheyhavepreviouspositiveexperiencewiththeoriginatoroftheideaItmeetstheirneedsbetterthanotheroptionsThebenefitstothemoutweightherisksTheywillbepartoftheimplementationpr