大型創(chuàng)意活動策劃執(zhí)行方案善達公關(guān)課件

InthebeginningwastheideaIdea是一切的起源OurSimpleSellingModel

一廂情愿的販賣模式Sellhard努力賣!Toadeeplygratefulclient給一個非常激賞你的客戶TheFrequentResult常有的結(jié)果TheClientsavages客戶"殺人鯨"Usandtheidea撕裂我們和ideaSimplistic簡易and但Risky高風險ModelAct行動Sell販賣SellingSellingIftheideaisn‘tbought,

wehaveallwastedourtime

如果idea沒賣掉,我們都浪費了時間 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?

他們的心態(tài)是什麼?Z

Z

Z

z* Apathetic

冷漠Z

Z

Z

z* Sophisticated

老練的* Apathetic

冷漠Z

Z

Z

z* Hostile

敵意* Sophisticated

老練的* Apathetic

冷漠Z

Z

Z

z* CriticallyInterested

非常有興趣* Hostile

敵意* Sophisticated

老練的* Apathetic

冷漠Whatframeofmind?* Enthusiastic 熱心的Z

Z

Z

z* CriticallyInterested

非常有興趣* Hostile

敵意* Sophisticated

老練的* Apathetic

冷漠Apathetics冷漠型WHY?為何?Poisonedbypreviouspresentations 被以前的經(jīng)驗毒害了!Saturatedonthesubject 對這個話題已聽得不想再聽Poorphysicalenvironment 身體狀況很差Psychologicallydeadtoyouridea.心理上不接受你的想法Z

Z

Z

zWhatyouhavetodo

你得怎麼做引起興趣,保持他們的熱情.打動他們的心.快點進入正題把過程戲劇化,視覺化讓他們要采取的行動容易些Z

Z

Z

zSophisticates老練型WHY?為何?Seenitbefore以前看過Non-experttoexpert非專家做專家提案Subordinatetosuperior下對上Peertopeer平輩間Knowitallalready(andmore)這些早就知道了Whatyouhavetodo

你得怎麼做讓他們用全新的角度看待你,及你的idea.讓他們了解你的專業(yè)程度.盡量做到最好如您知道的引用權(quán)威的話Hostiles敵意型WHY?為何?覺得被威脅對你評價不高或?qū)δ愕?出身"有質(zhì)疑懷疑你的動機文化的阻隔Opposeseitheryouoryouridea反對你或你的ideaWhatyouhavetodo

你得怎麼辦?找出他們對你有敵意的原因顯示你了解他們的處境建立共通的關(guān)注焦點舉例保持冷靜--你一動思他們就會殺了你不要期望事情太快有變化CriticallyinterestedsWHY? 為何?專業(yè)對專業(yè)理性導(dǎo)向期望你證明你的說法Willingtoacceptideasbasedonfactandsoundreasoning愿意接受基於事實和理性辯證下的好ideaWhatyouhavetodo

你得怎麼辦Showbenefits呈現(xiàn)利益點Coveralloptionsobjectively中立Presentfactually&nonemotionally事實而非情感Enthusiasts熱情派WHY?為何?Alreadysoldandmotivated

Idea已被接受Acceptyouandyourmessage 你說的都算Havefaithalready已有信心Whatyouhavetodo

你得怎麼做Reinforcetheirbeliefs增強信心Golightonpureinformationandproofs "淡淡的賣",呈現(xiàn)證據(jù)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