大型创意活动策划执行方案-善达公关

ONE CORE IDEA OUR MAIN MESSAGE
会务公司
Ogilvy & Mather
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THE CORE IDEA
Support ideas that can expand or defend the Core Idea in ever greater detail
会务公司
Ogilvy & Mather
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Exercise: Paperclip
会务公司
Ogilvy & Mather
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Many different possible elements data, background, experiences ideas, structures, insights supports, etc.
* Experts
* Second guesser (of decision maker's view) will need a harder sell and the offer of support.
会务公司
Ogilvy & Mather
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What frame of mind are they in? 他们的心态是什麽?
Determine the objectives
HAVE WE DEFINED OUR TARGET AUDIENCE?
?
会务公司
Ogilvy & Mather
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Ref:TN/SELLING/WEL-2/rc
What is their role?
* Decision maker * Opinion leader * Implementors will need more detail will need less detail
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* Apathetic 冷漠
会务公司
Ogilvy & Mather
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Ref:TN/SELLING/WEL-2/rc
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* Apathetic 冷漠
* Sophisticated
老练的
会务公司
Ogilvy & Mather
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Ref:TN/SELLING/WEL-2/rc
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* Apathetic 冷漠
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Act Adopt
Present
Prepare Plan
Structure the communication Define the target audience
Determine the objectives 会务公司
Ogilvy & Mather
Simplistic 简易 and 但 Risky 高风险 Model
会务公司
Ogilvy & Mather
6
Sell 贩卖
Ref:TN/SELLING/WEL-2/rc
Selling
会务公司
Ogilvy & Mather
7
Ref:TN/SELLING/WEL-2/rc
Selling
会务公司
Ogilvy & Mather
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Ref:TN/SELLING/WEL-2/rc
Sophisticates 老练型
Know it all already (and more) 这些早就知道了 WHY?为何? • Seen it before 以前看过 • Non-expert to expert 非专家做专家提案 • Subordinate to superior 下对上 • Peer to peer 平辈间
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Hostiles 敌意型
Opposes either you or your idea 反对你或你的idea 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
会Байду номын сангаас公司
Ogilvy & Mather
会务公司
Ogilvy & Mather
3
Ref:TN/SELLING/WEL-2/rc
Our Simple Selling Model 一厢情愿的贩卖模式
Sell hard 努力卖
!
To a deeply grateful client 给一个非常 激赏你的客户 会务公司
Ogilvy & Mather
& Mather
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Report / Inform Example
Subject Background Information Index Information Understanding Consumers in Asia Pacific New Young Adult study pilot in Singapore, Hong Kong & Kuala Lumpur
会务公司
Ogilvy & Mather
28
Ref:TN/SELLING/WEL-2/rc
Enthusiasts 热情派
Have faith already 已有信心
WHY? 为何?
• Already sold and motivated Idea已被接受 • Accept you and your message 你说的都算
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What you have to do 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
会务公司
Ogilvy & Mather
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If the idea isn‘t bought, we have all wasted our time 如果idea没卖掉, 我们都浪费了时间
IS WEL2 - 7/96
会务公司
Ogilvy & Mather
9
Ref:TN/SELLING/WEL-2/rc
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What are we trying to do?
Inform
New Information
Persuade
New Information or Rearrange Old Information
* Give information * Obtain information * Build understanding
会务公司
Ogilvy & Mather
21
Ref:TN/SELLING/WEL-2/rc
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What you have to do 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
会务公司
Ogilvy & Mather
4
Ref:TN/SELLING/WEL-2/rc
The Frequent Result 常有的结果
The Client savages 客户"杀人鲸"
Us and the idea 撕裂我们 和idea
会务公司
Ogilvy & Mather
5
Ref:TN/SELLING/WEL-2/rc
Act 行动
Act Adopt Present Prepare
Five
Step Model
Plan
会务公司
Ogilvy & Mather
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FOUR BASIC QUESTIONS
• What question are we addressing? • What is our main message in answer to the question? • What are we trying to do? Inform? Persuade? Reassure? Inspire? Entertain? • What do we want the target audience to do as a result? 11 Ogilvy & Mather 会务公司
会务公司
Ogilvy & Mather
27
Ref:TN/SELLING/WEL-2/rc
What you have to do 你得怎麽办
• Show benefits 呈现利益点 • Cover all options objectively 中立 • Present factually & non emotionally 事实而非情感
会务公司
Ogilvy & Mather
29
Ref:TN/SELLING/WEL-2/rc
What you have to do 你得怎麽做
• Reinforce their beliefs 增强信心 • Go light on pure information and proofs "淡淡的卖",呈现证据 • Go heavy on colour and emotion 色彩和情感
会务公司
Ogilvy & Mather
20
Ref:TN/SELLING/WEL-2/rc
Apathetics 冷漠型
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Psychologically dead to your idea. 心理上不接受你的想法 WHY?为何? • Poisoned by previous presentations 被以前的经验毒害了! • Saturated on the subject 对这个话题已听得不想再听 • Poor physical environment 身体状况很差
Ref:TN/SELLING/WEL-2/rc
上海会务公司 http://www.eventer.cn/ 善达公关
会务公司
Ogilvy & Mather
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会务公司
Ogilvy & Mather
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In the beginning was the idea Idea 是一切的起源
会务公司
Ogilvy & Mather
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Ref:TN/SELLING/WEL-2/rc
What you have to do 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
会务公司
Ogilvy & Mather
* Sophisticated
老练的
* Hostile 敌意
会务公司
Ogilvy & Mather
18
Ref:TN/SELLING/WEL-2/rc
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* Apathetic 冷漠
* Sophisticated
老练的 * Critically Interested 非常有兴趣
* Hostile 敌意
* Gain agreement * Spur action * Neutralise resistance 13 Ogilvy & Mather 会务公司
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Structure the communication Define the target audience
会务公司
Ogilvy & Mather
19
Ref:TN/SELLING/WEL-2/rc
What frame of mind?
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* Apathetic 冷漠
* Sophisticated
老练的 * Critically Interested 非常有兴趣
* Hostile 敌意
* Enthusiastic 热心的
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会务公司
Ogilvy & Mather
Ref:TN/SELLING/WEL-2/rc
REPORT / INFORM FORMAT
• Subject
• Background
• Information index (what I'm going to tell you)
• Information
• Recap / Summarise (what I've told you) • Meaning / action what I want you to do or understand as a result Ogilvy 会务公司
Ref:TN/SELLING/WEL-2/rc
Critically interesteds
Willing to accept ideas based on fact and sound reasoning 愿意接受基於事实和理性辩证下的好idea
WHY? 为何? • 专业对专业 • 理性导向
• 期望你证明你的说法