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1、GIVING BETTER PRESENTATIONS!You bore me.make me excited!Are you Interactive?Are you one-to-one marketers?Talking about Personalization.The LiteratureRogen says:The presentation must always be an organized product. Thepresenter has a limited time to present a variety of ideas and materials. These mus

2、t be presented in the most effective sequence.A presentation is planned, organized, uses aids and most importantly is tailored for the specific audienceThe ways to a great presentationPhase 1Plan your presentationThe basics of planningPhase 2All about effective writingtips, techniques, templates, id

3、eas how to make some rawmaterials of a presentation betterPhase 3Deliveryplanning, casting, pace, the showSome SamplesCase StudyPhase 1Planning your presentationPlanning a presentationWhat is the objective?Obvious or hidden agenda?A simple tool - your personal briefWhat do I want to get out of the p

4、resentation?What does my audience want or expect from this presentation?These can be very different objectives!To whom are you giving thepresentation to?Know your audiencewho is going to be therewhat are they likewhat do they know already what do they not know what do they think of youwhat do they e

5、xpect from the presentationSometimes you just have to have a wild guess.How much time do you have?Set a time or you will get lostGive time backKeep it short especially to people high up the ladder Hide charts, be ruthlessTry to plan natural and intelligent breaksReduce to the number of charts you ne

6、ed to support your pointInvolve Client in the development of your presentationSend an outline or fuller written document in advance if time is limitedExplain in the interest of time you will only cover the most important issuesTime is the most valued asset.Where are you giving thepresentation?Your p

7、lace or theirs?Size of the roomRefreshments, paper, pencils, seats Where do you want people to sit Audio visual equipmentTapesCreative work / boards - handle them well.Dont assume anything.Who is on your team?Everyone on the team should have a role and know how to play itOnly players to play - no su

8、bstitutes (even though theyre vital)Experienced players win in critical situations Who should speak? It depends.Tips, Tools and TechniquesGetting StartedTHE PAGE IS BLANK!Try giving it a title firstA CRM solution for IBM - effective customer managementRevamp of Audi China Site - Move from product fo

9、cused communication to brand communicationConclusion / Main Point / RecommendationGo back to your briefWhat is the main point you want to stress? What do you want the Client to do?AgendaWrite it first it will guide you through the processAllocate time to the topics on your agendaGetting StartedThe B

10、ody, The MeatWe spend most of our time on this, worrying, perfecting, sweatingand fretting our data, analysis, strategy, creative - Yes this is the substance, butif we follow step 1 - 3 we know the type of body we needSummaryWhat are the three points you want your audience to remember?OpeningHow do

11、you plan to open the presentation? Some theatre, quotes, jokes (only funny ones), a clip, a great example of work, a real user experienceGet the focus on YOU and keep it there!Getting StartedTransitionshow to move from one section to an otherSelect the right speakersConsider languageConsider chemist

12、ryUse unconventional methods if nothing else helps to get your pointacrossMake it a performance, a play!Phase 2twenty seven ways to make your visual aids better27 Tips.No1Dont write any more words than this per pointFACT!27 Tips.No.2If you have to shrink the font to 16 to fit everything on the page.

13、dont bother, edit your bloody chart27 Tips.Use different fonts sparinglySAME goes for CAPITAL letters and italics - they can add emphasis, butas you can see, put too many together - and it looks like a MESS!Use visuals to illustrate your point or to break up pagesUse charts to convey complex informa

14、tion - or to summarize differentpoints - but keep them simple27 Tips.Help guide people through your presentationPoint out the breaks clearlyAvoid silly clip-art overkillUse Clients logo on your chartsBuild, Build, BuildIf you have a lot of data point out the most important bit27 Tips.Use questionsRe

15、ference your data sources on every chartUse quotes (not only D.Os)Attributes quotes to those who said themDont use sound effects they add nothing to the communication27 Tips.Dont overuse fly-in-effects and transitions between slidesOnce youve written your presentation cut it by 50%Use color to simpl

16、ify, highlight or guide - you have 64,000!Cut some more slidesUse different media not only power-pointIf you have lots of data on a chart hand out a hard copy27 Tips.Dont scan creative - it looks badUse summary boxes at the bottom of complex chartsUse non-traditional aides to get your point acrossso

17、me examples.A little Chart would be niceBla bla.You can say the same with 20% of the wordsBla Bla Bla.If you want to be a novelist write a book.Same priority for all?and?when?Provisional Site MapHome Page A6SpohisticatedTTProgressiveAll ModelsAudiNewsShowroomContact AudiBoutique PHASE IIM

18、yAudi Phase IITypesTypesA8A6A4TTAudi China NewsDealer LocatorMerchandiseRegisterVirtual A6Virtual TTTypeslink to A6Typeslink to TTAudi MagVirtual TourOrder OnlineMyAudi HomeVirtual SpecsVirtual SpecsSpecsSpecsEventsDealer NewsNews&InfoNews&InfoNews&InfoNews&InfoSubscribe to NewsletterFAQ / BBSFAQOrd

19、er brochureOrder brochureGive a hand-out !cut, cut, cutViewpoints of OgilvyInteractiveCustomer Ownership Wired Information Questionnaire Virtual trial/ Detailed brandsupportProduct & ServiceAttributesdemonstration(Configurators Differentiation Value Solutions& locators) Informationon demand Call to

20、ActionBrand gapProspectSuspect Target andidentify: registration process (Personalization)Acquisition gapCustomer Response Mgt. Lead Cultivation Close Sale(Built-In Metrics; ROI/LTV)MarketSalesgap Cross-sell/Upgrade Loyalty Build Post sales service &supportInformation gapData Capture Profiling Segmen

21、tation Customer moments of truth OSPs Link to dBRetention gapPost-Sale Service/SupportConversionBrandAwarenessConsiderationHow the Web fits into the salescycleAwareness/InterestTrialSaleSupportServiceProspectCustomerDb MarketingMetrics(ROI and LTV)drive Communication StrategiesInfo on demand Communi

22、ties Global/regional contentE-brandingValue Exchange Registration Surveys Advisors Configurators OffersLead Generation PersonalizedDrive towebData Capture Profiling Modeling Relationship Managementmulti-media modelCross-sell/Upgrade Build LoyaltyPost Sales ServiceSuspectCustomer CareBrand AwarenessP

23、roduct/Service Attributes DeliveryConsiderationConversionPost-Sale Service/SupportSome better ones.How To Do That Usage relationships of customerwith his/her acquaintances to build strong social connections (MGM /Birthday Msg)Social BondIn nature, we dont have a structural relationship, with “rechar

24、ging”, we have to manage each MOT to buildFinancial BondStructural BondLoyalty and Usage. Also, to develop“Carry forward” mechanism Reward customer, but in return, to reinforcecustomers experiences with the Brand Form a structural bond with customer by linking each transaction with the nextWeb-based

25、 Lifecycle ManagementWelcome /HoneymoonRelationshipDevelopmentAcquisitionAnti-ChurnRenewalWin-back Critical firstcontact as a customer. Defines future relationship. Relevance needs to be obvious Opportunity toleverage new relationship. Traditionally 3-5x more responsive to additionalservices/ offers

26、 during this period. Able tosegment ased on behavioral history. Reward cross- sell. up-sell based on value. Encourage renewal/ repurchase/ continued business. Targeted atprofitable customers. Need to identify advance “triggers”. Varyinvestment by profitability Make it simple, easy and fast for the c

27、ustomer Targeted atselective profitable attritors.International IPFree UMS8wksOn-going8wks Multiple Product Sourcing Resell Vignette Solutions Application Development Installation/Deployment Project Management 3rd PartyIntegrations Architecture/DesignFoundation of theVignette solutionProduction management Project management Asset managementPatented caching mechanismWorkflowMulti-purposing and reuse Sep