奥美培训奥美have we defined our target audience018

1、Ogilvy &Ref: TN/SELLING/DEFTARAU/rcStructurethe communicaDefine th target audieDetermine the o?1 MathertionHAVE WE DEFINED OURencebjectivesTARGET AUDIENCE?Ogilvy &Ref: TN/SELLING/DEFTARAU/rc What is their role?*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Expe

2、rts*Second guesser(of decision makers view)will need a harder selland the offer of support.2 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rcZZZz*Apathetic冷漠3 MatherWhat frame of mind are they in?他们的心态是什麽?Ogilvy &Ref: TN/SELLING/DEFTARAU/rcZZZz*Apathetic冷漠*Sophisticated老练的4 MatherOgilvy &Ref: TN/SELLING/DE

3、FTARAU/rcZZZz*Apathetic冷漠*Sophisticated老练的*Hostile敌意5 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rcZZZz*Apathetic冷漠*Sophisticated老练的Critically Interested非常有兴趣*Hostile敌意 6 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rc What frame of mind?ZZZz*Apathetic冷漠*Sophisticated老练的Critically Interested非常有兴趣*Hostile敌意 *E

4、nthusiastic热心的7 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rc Apathetics冷漠型ZZZzPsychologically 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8 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rcZZZzWhat

5、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9 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/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非专家做专家提案下对上Subordinate to superiorPeer to peer平辈间10 MatherOgilvy &Ref: TN/SELLING/DEFTARAU

6、/rcWhat 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11 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rc Hostiles敌意型Opposes either you or your idea反对你或你的ideaWHY?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12 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rcWhat you have to do你得怎麽办? 找出他们对你有敌意

7、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13 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rc Critically interestedsWilling 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ideaWHY? 为何? 专业对专业 理性导向 期望你证明你的说法14 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rcWhat you have to do你得怎麽办Sho

8、w benefits呈现利益点Cover all options objectively中立Present factually & non emotionally事实而非情感15 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rc Enthusiasts热情派Havefaith already已有信心WHY?为何?Already sold and motivatedIdea已被接受Accept you and your message你说的都算16 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rcWhat 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17 MatherOgilvy &Ref: TN/SELLING/DEFTARAU/rc囊括2007-2010几十G地产策