無水小便斗鷹衛(wèi)浴無水小便斗soceer

1、SOCeeRWayne Lotherington Chasm2006-7-14/15Lets Loosen upMeet your neighbourThen introduce your neighbour to us, using any word that relates him/her to football.策劃必備!策劃大全 Q234777305The Game PlanCase studyDefine strategic thinking Your new best friendSOCeeR- A strategic thinking tool Busi

2、ness & marketing strategy Evaluating strategies & creative Case studyExtra time策劃必備!策劃大全 Q234777305策劃必備!策劃大全 Q234777305策劃必備!策劃大全 Q234777305Case study: Carlsbud a hot oneIn teams Solve the case45 mins & 47 seconds策劃必備!策劃大全 Q234777305Great Soccer Str

3、ategistNo.1 : Ronaldo“Welost the game because we didnt win it.”策劃必備!策劃大全 Q234777305TVC:保齡球策劃必備!策劃大全 Q234777305So what is strategic thinking?Thinking about the futureWorking out how to create the future you want for yourself, your agency, your client or a brand.Anticipating

4、the consequences of actionsHow? By having an objective, thinking long-term, identifying what will stop you and what will help you, and deciding on appropriate actionsThinking about the futureThen influencing( persuading) others to your point of view.策劃必備!策劃大全 Q234777305Relationshipbetwe

5、en strategic andcreativeAny ideas?策劃必備!策劃大全 Q234777305Strategic thinking that isnt creative, failsWe need both thinkingcreative thinking that isnt strategic, fails策劃必備!策劃大全 Q234777305But which is bigger ?- StrategyStrategy comes first, creative comes second.- sometimes grea

6、t creativity is off strategy, we cant use it- every strategic thinking is logical, but still need imagination.- your strategy need creative expressAdvice - They are not separate things, not belong to twodepartments.They are hand in hand.策劃必備!策劃大全 Q234777305Great soccer strategistsNumber

7、 2: Mark viduka“I would not be bothered if we lost every game as long as we won the league.”策劃必備!策劃大全 Q234777305Your new best friend策劃必備!策劃大全 Q234777305Let me introduce you to the strategists best friendThequestion策劃必備!策劃大全 Q234777305Five types of questionsEsse

8、ntial questions Subsidiary questions Hypothetical questionsBest practiceor planning questionsClarification questions策劃必備!策劃大全 Q234777305Question: we use questioning to get answers!To understand the clients business and their objectives To understand the client as a personTo understand t

9、he competitive market-placeTo understand the target, whether buyer, chooser, user To find consumer insights策劃必備!策劃大全 Q2347773051.Essential questionsThese are the BIG PICTURE questionsThe most important questionsEssential for understanding our clients business？One example:What business a

10、re you in?策劃必備!策劃大全 Q234777305SubsidiaryThese are questions that help us build answers to the Essential questionsquestions?They give us more insightOne example:And how is that business/industry changing?策劃必備!策劃大全 Q234777305hypothetical questions?These are “what if” question

11、sThey are designed to explore possibilities and test ideas They usually project a theory or an option out into the futureOne example:What would happen if you made your product available in a larger pack?策劃必備!策劃大全 Q234777305These lift us above the present momentThey help us look for bett

12、er waysThey help us plan a future based on others successesWe use them for inspirationbest practice orplanning questions?One example:Who has done the best job at connecting with that target market? And how did they do it ?策劃必備!策劃大全 Q2347773055. Clarification questions?These help us unde

13、rstand what we have been toldThey allow us to go beyond the simple answer to find real meaningThey are curious or probing questionsOne example:What do you mean when you say “they dont buy often”? How often do you think they buy?策劃必備!策劃大全 Q234777305Kick these questions aroundIn teamsFind

14、 examples for the different types of questions related to your businessEssential questions Subsidiary questions Hypothetical questions Planning questionsClarification questions策劃必備!策劃大全 Q234777305問題練習(xí)核心問題：你們電視臺(tái)有沒有跟汽車相關(guān)的欄目或者頻道？輔助性問題：進(jìn)行越野車活動(dòng)要成功的關(guān)鍵性問題是什么假設(shè)性問題：假如我們要在全國做一個(gè)汽車活動(dòng)推廣，從東到西， 從南到北，有

15、什么樣的問題要注意最佳實(shí)踐問題要問得寬泛一點(diǎn)：你過去成功的活動(dòng)推廣的是什么？哪個(gè)案例最成功哪家客戶在你這里推廣最成功你們的汽車頻道最吸引的受眾群是多大年紀(jì)的？哪個(gè)區(qū)域的？你們有過和他們哪些的互動(dòng)？有相關(guān)的數(shù)據(jù)證明嗎？（是核心問題，不是澄清性問題）策劃必備!策劃大全 Q234777305圖片ObservationFor example, having a frame outside , strategy needs a frame work. Things in picture connect to strategy.策劃必備!策劃大全 Q23

16、4777305看一支足球的你為什么準(zhǔn)備好了嗎小男孩為了煉出最好的球技，把自己逼入絕境策劃必備!策劃大全 Q234777305Great Soccer StrategistsNumber 3: David beckham“my parents have been there for me, ever since I was about 7.”策劃必備!策劃大全 Q234777305SOCeeR is a frame workWhich ensures a plan, proposition or idea is: Thought through

17、AuthenticatedStructuredTo give it the greatest chance of success when 策劃必備!策劃大全 Q234777305SOCeeR is a processSix stagesFunnels and structures策劃必備!策劃大全 Q234777305SOCeeR is a checkTest logicValidates assumptionsValid strategies are accepted Flawed ideas are discareded策劃必備!策劃大

18、全 Q234777305You need a goalKicking a GOAL versus winning the GameGOAL:The immediate and focused aim that sets us on the path towards the objective.Objective:The ultimate or higherorder aim for your life, brand, company, client etc.策劃必備!策劃大全 Q234777305So what is SOCceR?S=sit

19、uation (sitting, background, etc) O=opportunities/obstacles (barriers, complications) C=challenge (the key question or task) C=creativity (generating ideas)E=evaluation (consequences; selecting the best ideas)R=recommendation (your proposal, including what youll do and why)策劃必備!策劃大全 Q23

20、4777305You already know the structureGerry Spence : how to argue and win every time (a book)“allyou need to know is what you already know- how to tell a story.”策劃必備!策劃大全 Q234777305Once upon a time the situation Enter the wolf the obstacle How will the pigs avoid thewolf? The challengeTh

21、ey hide in the straw house, then the stick house, then the brick house creativityThe brick house is the best optionevaluationBuild a brick house because the wolf cant blow it down the recommendation.Thebasis of a storythe 3 pigs策劃必備!策劃大全 Q234777305S=situation情形It includes它包括:Indisputabl

22、e facts, shared knowledge不容置疑的事實(shí)，可分享的知識(shí)Positive and uncontroversial積極的，無可爭辨的In a SWOT, only the strengths in situation SWOT分析中的優(yōu)勢(shì)部分NEVER include problems which might invite premature discussion不包含那些可能引起過早討論的問題NOT a dumping ground for everything you know不要把你所知道的每件事都堆上來策劃必備!策劃大全 Q23477730

23、5opportunities &/or obstacles機(jī)會(huì)與障礙The things that will help you or stop you幫助你或者阻止你的事情Maybe new circumstances可以是新的環(huán)境Weakness, opportunity or threat弱點(diǎn)，機(jī)會(huì)和威脅Variance from the plan or budget 從計(jì)劃或目標(biāo)中來的分歧External or internal barriers, limitations or restraints.外部的或者內(nèi)部的障礙，限制或者阻力策劃必備!策劃大全 Q234

24、777305Axis of the whole strategy整個(gè)策略的軸心From analysis of the situation and opportunities and obstacles從對(duì)情形和機(jī)會(huì)與障礙的分析中來Best expressed as a question對(duì)問題的最好的表達(dá)Asks for first or most significant action that has to be taken to meet goals and objectives and deal with key issues.尋找第一個(gè)或更多的重要行動(dòng)，要見到小目標(biāo)和大目標(biāo)，和處理關(guān)鍵

25、問題策劃必備!策劃大全C=challenge挑戰(zhàn) Q234777305These are the IDEAS to answer the challenge回應(yīng)挑戰(zhàn)的點(diǎn)子Could be Media; advertising and promotions; product; price; place包含媒體，廣告，促銷，產(chǎn)品，價(jià)格，通路C=creativity創(chuàng)意解決方案Use creative thinking techniques and dont censor使用創(chuàng)意思考的技術(shù)，不要審查策劃必備!策劃大全 Q234777305E=eva

26、luation評(píng)估Examine your ideas檢查你的點(diǎn)子Anticipate the consequences期望的結(jié)果Will the idea solve the problem?這個(gè)點(diǎn)子可以解決問題嗎Will it create other problems?還是它會(huì)帶來新的問題Use pre-determined selection criteriaChoose the best alternatives.策劃必備!策劃大全 Q234777305R=recommendationYour full plan for implementation Eac

27、h strategy must be substantiated Include supporting numbersGive “what” before “why”?Give your strategy a name策劃必備!策劃大全 Q234777305GOAL? OBJECTIVE?Alarming ExampleI have a job interview tomorrow at 9am.Goal : to perform at your peak in the interviewObjective : to win the promotion策劃必備!策劃大

28、全 Q234777305Situation- indisputable facts; nothing negative)I have prepared myself for a job interview CV; Appointment ; StudiedThe interview is at 9am in the city I live in a distant suburbMy next promotion depends on my performance in this interview策劃必備!策劃大全 Q234777305Opp

29、ortunities/obstaclesGetting there on time:My car is being servicedThe train does not run near the meeting venue There are no buses near my homeWhen it rains it is virtually impossible to get a taxi I am a heavy sleeperMy wife/husband is a heavier sleeper策劃必備!策劃大全 Q234777305The challengi

30、ng question:How do I overcome my inability to get up and arrive attomorrows interview fresh and on time, so that I can perform at my peak in the interview and win the promotion?Something like this策劃必備!策劃大全 Q234777305creativityBuy a roosterSet a few alarm clocks one every 2 minutes from

31、7:00am Stay up all nightTravel by taxi to stay freshBook taxi for 8:00am pickup to allow for traffic and weather Sleep over at the interview venue.策劃必備!策劃大全 Q234777305evaluationBuy a rooster no time to test his crowing ability/timing 3 alarm clocks covers all bases in case of breakdowns

32、 Stay up all night I wont perform at my peakBook 8:00am taxi plenty of time to allow for traffic and weatherSleep over at venue I dont own any pajamas策劃必備!策劃大全 Q234777305recommendationsSet 3 alarms for 7:00am (what)Set existing alarm clock radio for 7:00am (what)Buy a battery alarm cloc

33、k and set if for 7:02am; set mobile phone alarm for 7:04am (what)策劃必備!策劃大全 Q234777305recommendationsBecauseIf a blackout, the electric clock radio will fallNew alarm clock is untested. It may fail; mobile phone alarm is reliable but by itself is not enough: I often go back to sleep afte

34、r alarm goes off .(why)策劃必備!策劃大全 Q234777305recommendationsTravel by taxi to the city (what)Because taxi is the only door to door solution; it keeps me fresh and dry regardless of the weather. (why)策劃必備!策劃大全 Q234777305recommendationsBook taxi for 8:00am. Book it tonight (wha

35、t)Because ensures I get a taxi even if its raining; it is usually a 40 minute trip. Timing allows for bad weather and traffic jams. (why)策劃必備!策劃大全 Q234777305SOCceR itExample of Gold-diggingYou are Single, desperate and Ugly and you want to marry a millionaireHave some fun; make it upUse

36、 SOCceR to help you策劃必備!策劃大全 Q234777305GOAL:嫁給一個(gè)百萬富翁OBJECTIVE：要成為令人仰慕的女人情形：方案評(píng)估：目前處于單身狀態(tài)我還很年輕、健康我有明確的目標(biāo)和堅(jiān)定的決心我是聰明和善良的女人整容：需要一定的資金，有風(fēng)險(xiǎn)，并且改造空間有限參加女子媚術(shù)訓(xùn)練營：需要一定的資金信心培訓(xùn)：需要時(shí)間付出基金貸款：沒有擔(dān)保人，可能不被批準(zhǔn)拉拉隊(duì)員和酒店明星：競爭激烈，被寵幸的機(jī)會(huì)少機(jī)會(huì)和障礙我長得不漂亮，甚至算丑我沒有太多錢我處的階層令我無法接觸到那百萬富翁們對(duì)自已沒有信心電視“飛黃騰達(dá)”秀：錯(cuò)過最佳報(bào)名時(shí)間找朋友帶入富翁私人PART

37、Y：不知道朋友會(huì)不會(huì)理我方案建議：（要有合理化的理由）挑戰(zhàn)：整容：參加電視與醫(yī)院的合作項(xiàng)目，可以省錢申請(qǐng)貸款：不管怎么樣，都要試一試買女子媚術(shù)專業(yè)書籍來學(xué)習(xí)成為NBA、橄欖球拉拉隊(duì)員和酒店明星：只需要往返機(jī)票和假期找朋友帶入富翁私人PARTY：給朋友一些禮物并且懇求她如何改善容貌、增加魅力和自信，并且進(jìn)入到單身的百萬富翁們的生活圈子中，成功嫁給百萬富翁而成為令人仰慕的女人？創(chuàng)意解決方案到“改造丑女人”的醫(yī)院進(jìn)入整容手術(shù)買女子媚術(shù)專業(yè)書籍來學(xué)習(xí)進(jìn)入“匯才信心提升訓(xùn)練營” 申請(qǐng)銀行夢(mèng)想人生基金貸款成為NBA、橄欖球隊(duì)拉拉隊(duì)員和酒店明星丑小鴨變身天鵝計(jì)劃參加電視精英秀“飛黃騰達(dá)”策劃必備!策劃大全找

38、朋友帶入富翁私人PARTY Q234777305Great Soccer StrategistsNumber 4: Ian Rush“I couldnt settle in Italy-it”策劃必備!策劃大全 Q234777305The challenge is your biggest challengeTry this template:How do we(first action)To exploit(opportunities/ situation strengths) And / or overcome(obstacles)To

39、achieve(goal)And our ultimate aim of (objective)策劃必備!策劃大全 Q234777305Gold-digging ChallengeHow do I meet a millionaire, Use my considerable assets,To overshadow the fact that I am ugly,And trap him into marrying me so I can live my life in luxury?策劃必備!策劃大全 Q234777305An examp

40、le for a media agencyHow do we restructure the agency (first action)To provide a higher level of strategic advice to our clients (opportunity)Without risking their trust in our media-neutral expertise, (obstacle)To secure their long-term reliance and loyalty to us (goal) and ensure our ongoing finan

41、cial success? (objective)策劃必備!策劃大全 Q234777305Another exampleHow do we develop our expansion plan (first action)To tap into the growing demand for Creativity training in Asia (opportunity)And overcome our reliance on English language delivery( obstacle)To launch in china (goal)And establ

42、ish a network across the region? (objective)策劃必備!策劃大全 Q234777305How do we reposition Carlsbud to reach a younger target market (first action)Carlsbud ChallengeWith a decreasing media budget (obstacles)(thinking about the clients business)And achieve sales of $139.6 million (a 7.4% incre

43、ase) (goal)In order to maintain our #1 position in the market (objective)策劃必備!策劃大全 Q234777305How do we build a relationship with the new MD (first action) Leveraging our knowledge of the local market (situation strength)That overcomes our association with the past (obstacles)To keep the

44、 client in the long-term(goal)So we can continue to be a profitable agency (objective)Carlsbud Challenge(thinking about the agencys business)策劃必備!策劃大全 Q234777305Making SOCceR work for business decisionsbusiness策劃必備!策劃大全 Q234777305Objectives:Goals:Always consider two levelsY

45、our level of interest and one step HIGHER For a marketing Strategy:Objective= businessGoals=marketingFor a communications strategy:Objective=marketingGoals = communication策劃必備!策劃大全 Q234777305For example, business objectivesProfitReturn on investment Stock price Shareholder value NOTE: q

46、uantify them策劃必備!策劃大全 Q234777305For example, for marketing objectivesSales volume or dollars Margins (usually %) Grow market share (%) Launch new product Enter new product marketEnter new geographic marketMaintain premium price while growing market share策劃必備!策劃大全 Q234777305

47、For example: communication objectives:Positioning or re-positioningParticular messages that might;Reinforce perceptionsChange perceptionsIncrease enquiry rates Increase store trafficIn fact there are 52 of them!策劃必備!策劃大全 Q23477730552 communication task checklist策劃必備!策劃大全 Q2

48、34777305S= situationWhats going on?Concerning ProductPrice Place Promotion PeoplePositioningOnly the relevant thingsOnly the positive things策劃必備!策劃大全 Q234777305O= opportunities &/or obstaclesWhats going on that will help us? Or hinder us? Opportunities are NOT potential strategiesThey a

49、re externalities, like trends in the market place Obstacles are things that will prevent us reaching our GoalThey might include:Competitive threats Government policies Lack of capability Union agreements Lack of fundingMarket perceptions, etc策劃必備!策劃大全 Q234777305What people think+-Catego

50、ryBrandproduct策劃必備!策劃大全 Q234777305 Necessity Cant live without it Expensive Boring Motorola international 不好用 difficult to use Looks good Unreliable C= challengeAnalyse the situation, opportunities and obstacles Decide the FIRST, main actionExpress it as a questionInclude opportunities

51、and obstacles Remind of the goals and objectivesA check:If your challenge doesnt include the opportunities and obstacles, are they really opportunities and obstacles?策劃必備!策劃大全 Q234777305C = creativityAddress the challenge Get many alternativesGenerate, dont censor or evaluate them at this stageThink beyond( not just media or advertising ideas, for example, sales promotion or packaging)策劃必備!策劃大全 Q234777305E=