大型創(chuàng)意活動策劃執(zhí)行方案善達公關課件

InthebeginningwastheideaIdea是一切的起源InthebeginningwastheideaOurSimpleSellingModel

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OurSimpleSellingModel

一廂情愿的TheFrequentResult常有的結果TheClientsavages客戶"殺人鯨"Usandtheidea撕裂我們和ideaTheFrequentResult常有的結果TheSimplistic簡易and但Risky高風險ModelAct行動Sell販賣SimplisticActSellSellingSellingSellingSellingIftheideaisn‘tbought,

wehaveallwastedourtime

如果idea沒賣掉,我們都浪費了時間 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?

他們的心態(tài)是什麼?Z

Z

Z

z* Apathetic

冷漠WhatframeofmindaretheyinZ

Z

Z

z* Sophisticated

老練的* Apathetic

冷漠Z* Sophisticated* ApatheticZ

Z

Z

z* Hostile

敵意* Sophisticated

老練的* Apathetic

冷漠Z* Hostile* Sophisticated* ApaZ

Z

Z

z* CriticallyInterested

非常有興趣* Hostile

敵意* Sophisticated

老練的* Apathetic

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

Z

Z

z* CriticallyInterested

非常有興趣* Hostile

敵意* Sophisticated

老練的* Apathetic

冷漠Whatframeofmind?* EnthusiasApathetics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

zApathetics冷漠型WHY?為何?PsycholoWhatyouhavetodo

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

zWhatyouhavetodo

你得怎麼做引起興趣,Sophisticates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Sophisticates老練型WHY?為何?KnowWhatyouhavetodo

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威的話Whatyouhavetodo

你得怎麼做讓他們用全Hostiles敵意型WHY?為何?覺得被威脅對你評價不高或對你的"出身"有質(zhì)疑懷疑你的動機文化的阻隔Opposeseitheryouoryouridea反對你或你的ideaHostiles敵意型WHY?為何?OpposesWhatyouhavetodo

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Whatyouhavetodo

你得怎麼辦?找出他們CriticallyinterestedsWHY? 為何?專業(yè)對專業(yè)理性導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ideaCriticallyinterestedsWHY? 為何?Whatyouhavetodo

你得怎麼辦Showbenefits呈現(xiàn)利益點Coveralloptionsobjectively中立Presentfactually&nonemotionally事實而非情感Whatyouhavetodo

你得怎麼辦ShowEnthusiasts熱情派WHY?為何?Alreadysoldandmotivated

Idea已被接受Acceptyouandyourmessage 你說的都算Havefaithalready已有信心Enthusiasts熱情派WHY?為何?HaveWhatyouhavetodo

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Whatyouhavetodo

你得怎麼做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