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InthebeginningwastheideaOurSimpleSellingModel

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OurSimpleSellingModel

一厢情愿的TheFrequentResult常有的结果TheClientsavages客户"杀人鲸"Usandtheidea撕裂我们和ideaTheFrequentResult常有的结果TheSimplistic简易and但Risky高风险ModelAct行动Sell贩卖SimplisticActSellSellingSellingSellingSellingIftheideaisn‘tbought,

wehaveallwastedourtime

如果idea没卖掉,我们都浪费了时间 ISWEL2-7/96Iftheideaisn‘tbought,

weFiveStepModelActAdoptPresentPreparePlanFiveActAdoptPresentPreparePlaFOURBASICQUESTIONSWhatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo? Inform? Persuade? Reassure? Inspire? Entertain?Whatdowewantthetargetaudiencetodoasaresult?FOURBASICQUESTIONSWhatquestActAdoptPresentPreparePlanStructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesActAdoptPresentPreparePlanStruWhatarewetryingtodo?* Giveinformation * Gainagreement* Obtaininformation * Spuraction* Buildunderstanding * NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationWhatarewetryingtodo?* GivHAVEWEDEFINEDOUR

TARGETAUDIENCE??StructurethecommunicationDefinethetargetaudienceDeterminetheobjectivesHAVEWEDEFINEDOUR

TARGETAUD* Decisionmaker willneedlessdetail* Opinionleader* Implementors willneedmoredetail* Experts* Secondguesser willneedahardersell (ofdecisionmaker'sview) andtheofferofsupport.Whatistheirrole?* Decisionmaker willneedlWhatframeofmindaretheyin?

他们的心态是什麽?Z

Z

Z

z* Apathetic

冷漠WhatframeofmindaretheyinZ

Z

Z

z* Sophisticated

老练的* Apathetic

冷漠Z* Sophisticated* ApatheticZ

Z

Z

z* Hostile

敌意* Sophisticated

老练的* Apathetic

冷漠Z* Hostile* Sophisticated* ApaZ

Z

Z

z* CriticallyInterested

非常有兴趣* Hostile

敌意* Sophisticated

老练的* Apathetic

冷漠Z* CriticallyInterested* HostWhatframeofmind?* Enthusiastic 热心的Z

Z

Z

z* CriticallyInterested

非常有兴趣* Hostile

敌意* Sophisticated

老练的* Apathetic

冷漠Whatframeofmind?* EnthusiasApathetics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

zApathetics冷漠型WHY?为何?PsycholoWhatyouhavetodo

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

zWhatyouhavetodo

你得怎麽做引起兴趣,Sophisticates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Sophisticates老练型WHY?为何?KnowWhatyouhavetodo

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Whatyouhavetodo

你得怎麽做让他们用全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ideaHostiles敌意型WHY?为何?OpposesWhatyouhavetodo

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Whatyouhavetodo

你得怎麽办?找出他们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ideaCriticallyinterestedsWHY? 为何?Whatyouhavetodo

你得怎麽办Showbenefits呈现利益点Coveralloptionsobjectively中立Presentfactually&nonemotionally事实而非情感Whatyouhavetodo

你得怎麽办ShowEnthusiasts热情派WHY?为何?Alreadysoldandmotivated

Idea已被接受Acceptyouandyourmessage 你说的都算Havefaithalready已有信心Enthusiasts热情派WHY?为何?HaveWhatyouhavetodo

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Whatyouhavetodo

你得怎麽做ReinfExercise:PaperclipExercise:PaperclipONECOREIDEA

OURMAINMESSAGEManydifferentpossibleelementsdata,background,experiencesideas,structures,insightssupports,etc.ONECOREIDEA

OURMAINMESSAGETHECOREIDEASupportideasthatcanexpandordefendtheCoreIdeainevergreaterdetailTHESupportideasthatREPORT/INFORMFORMATSubjectBackgroundInformationindex(whatI'mgoingtotellyou)InformationRecap/Summarise(whatI'vetoldyou)Meaning/actionwhatIwantyoutodoorunderstandasaresultREPORT/INFORMFORMATSubjectReport/InformExampleSubjectUnderstandingConsumersinAsiaPacificBackgroundNewYoungAdultstudypilotinSingapore,HongKong&KualaLumpurInformationIndexEmergenceofamuchgreaterdegreeoftensionsincelaststudyInformationIndependence EngagementIndividualism CommunalismOptimism FrustrationSelf-Determination FatalismGlobaloutlook LocalprideRecapHowthesegreaterdegreesoftensionresolvethemselveswillinfluencehowtheyoungrespondtobrandsMeaningWeneedtomonitorthiscarefullyReport/InformExampleSubjectPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionPersuasion:ProblemFormatProbPersuasion:ProblemFormatProblemNegativeConditionsEvidenceSummaryIdeaandActionBrandsalesdropping* Losingdistribution* Losingmargin* Losinggroundineyesofconsumer* ____________________* ____________________* ____________________MustdosomethingaboutitRelaunch- Newpackaging- Newflavours- NewadvertisingPersuasion:ProblemFormatProbPersuasion:IdeaFormatProblemOpportunitySummaryIdeaPositiveResultsSummaryActionEvidencePersuasion:IdeaFormatProblemHOWPERSUASIVEAREYOU?

EXERCISEHOWPERSUASIVEAREYOU?

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

Analogy

Judgementofexpert(Quotes)Example

Statistics/Facts FiveKindsofEvidencePersonalFiveKindsofEvidencePersonalexperience 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. FiveKindsofEvidencePersonalSlowBuildtoaGrandFinaleIntroT

SlowBuildtoaGrandFinaleInBackgroundT

SlowBuildtoaGrandFinaleBackgroundTSlowBuildtoaGrStrategyT

SlowBuildtoaGrandFinaleStrategyTSlowBuildtoaGranRationaleT

SlowBuildtoaGrandFinaleRationaleTSlowBuildtoaGraIdeaT

SlowBuildtoaGrandFinaleIdeaTSlowBuildtoaGrandFiAnyQuestions?T

SlowBuildtoaGrandFinaleAnyTSlowBuildtoaGrandFinHereItIsandWeAreExcitedIntroT

HereItIsandWeAreExcitedIIdeaT

HereItIsandWeAreExcitedIdeaTHereItIsandWeAreExHowwegotthere?T

HereItIsandWeAreExcitedHowweTHereItIsandWeAreWhyit'sright?HereItIsandWeAreExcitedT

Whyit'sright?HereItIsandAnyQuestions?HereItIsandWeAreExcitedT

AnyQuestions?HereItIsandWTheTell'emFormatTell'emwhatyou'regoingtotellthemTell'emTell'emwhatyou'vetoldthemEnsuresthreeexposurestothemainmessageTheTell'emFormatTell'emwhPlanningCycleFormatWherearewenow?Whatcanwereach?AreweGettingthere?Howdowegetthere?PlanningCycleFormatWhereareMatchingYourCommunicationStyletoYourClient'sPreferredThinkingModeVersion1.05/96MatchingYourCommunicationStVisualsEyeMovementsUpRightUpLeftUnfocussedWordsSee Envision Reflect ShowView Watch Bright PerceivePreview Picture Illustrate SurveyClear Highlight Perspective LookFocusVisualsEyeMovementsUpRightUpEyeMovementsSideRightSideLeftDownLeftWordsSay Speak Ask TellExpress Inquire Tone MentionHear Static Accent TalkRing Resonate Sound RemarkAuditoriesEyeMovementsSideRightSideLeDownRightWordsFeel Impress Grab HitTouch Suffer Handle TackleRub Pressure Grasp KnowAffect IntuitKinestheticsEyeMovementsDownRightWordsKinestheticsEyeOneonOneMatchyourstyletothestyleofyourclient.GroupMakesurethatyoucoverallstylesinthegroup.Ifyoudon'tsomewillfeelexcluded.HowtoDevelopTrustOneonOneHowtoDevelopTrustExercise:PaperclipsRevisitedExercise:PaperclipsRevisitedFiveStepModelActAdoptPresentPreparePlanFiveActAdoptPresentPreparePlaYoucanneverboresomeoneintobuyingyourideaYoucanneverboresomeoneintFiveStepModelActAdoptPresentPreparePlanFiveActAdoptPresentPreparePlaAcceptUnderstandListenAcceptUnderstandListenPeopleareMoreLikelytoListentoSomeonewho:Theyrespectandtrust.Isenthusiastic.Believesintheidea.Giventhemanideatheyvalue.Speaksinalanguagetheyunderstand.Makesthemfeelcomfortable.Dressesandbehavesinawaythatisgenerallyinkeepingwiththeirexpectations.Presentsinalivelyway.Knowswhentostop.PeopleareMoreLikelytoListIsclearlyorganisedShowstheideaclearlyExplainsandinterpretsitEmphasiseskeyanddifficultpointsBringsthepointstolifeEncouragesandrespondstoquestionsListenersaremoreLikelytoListentoaPresentationthat:IsclearlyorganisedListenersActiveListeningVersion1.15/96ActiveListeningVersion1.15Sendreinforcementswe'regoingtoadvanceSendthreeandfourpencewe'regoingtoadanceConfusionSendreinforcementsSendthreeLossofdetailSubstitutionFiltersMisinterpretationAdditionORIGINALLISTENINGDISTORTIONRECEIVEDDistortionLossofdetailSubstitutionFiltActiveListeningTrackingwordsDriftinginandoutTHEKEYISTOLISTENAPPROPRIATELYLevelofListeningActiveListeningTrackingwordsHearingwithhalfanearGivingintodaydreamsandfantasiesExploringtangentsZappingEssentiallypassiveDriftingin&outHearingwithhalfanearDriftiAppearingtopayattentionandlistenintentlyHearingwordsbutnotmakingtheefforttounderstandthespeaker'sintentReallyonlyslightlyconcentratingMakingabitofaneffortThe"yesdear"syndromeTrackingwordsAppearingtopayattentionandPayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid -Noting -Checkingback -Physicalsignals -EyecontactActiveListeningPayingattentionActiveListeniAgencyAttentionLevelTimeAgencyTimeAgencyAttentionLevelTimeXAgencyTimeXAgencyAttentionLevelTimeXXBlueDressAgencyTimeXXBlueDressAgencyAttentionLevelTimeXXXXXXTheRehearsalCurveBlueDressAgencyTimeXXXXXXTheRehearsalPayingattentionListeningnonjudgementallyTryingtoreadtheintentionUnderstandingthefeelingsProcessingwhatisbeingsaid -Noting -Checkingback -Physicalsignals -EyecontactActiveListeningPayingattentionActiveListeniXXXXXXNNNNNDefeatingtheRehearsalCurveXXXXXXNNNNNDefeatingtheReheaTheworkyou'vejustsolddeservesthehighestleveloflistening.Listenactivelyandnon-judgementallytoyourclient'sresponse.Forceyourselftotakenotesofkeypointsandthenreturnquickly.Avoidsurfingtherehearsalcurve.Listening:SummaryTheworkyou'vejustsolddeseTheyjudgethatthepresenterreallycaresabouttheirbusinessTheideaseemsrightbecauseofthesupportofferedMajorconcernshavebeensatisfactorilyaddressedTheirinputhasbeenincorporatedinsomewayintotheideaPeopleAreMoreLikelytoAcceptIdeaswhen:TheyjudgethatthepresenterFiveStepModelActAdoptPresentPreparePlanFiveActAdoptPresentPreparePlaTheyareaskedtoactonitTheactionrequiredisnottoomuchtroubleTheyhavepreviouspositiveexperiencewiththeoriginatoroftheideaItmeetstheirneedsbetterthanotheroptionsThebenefitstothemoutweightherisksTheywillbepartoftheimplementationprocessPeopleAreMoreL