市场营销：创业公司的营销与品牌管理-奥美中国.pptVIP

* * * 10 * 11 * 11 * 12 * 12 * 12 * 12 * 12 * 12 * 12 * * * Hong Kong launch of Kraft Lite Singles Target research revealed that mom was looking for a fun way to keep the family healthy fit Needed a media idea that was “fun” and communicated the benefit (keeping the family fit) Solution MTR (subway) fun-house mirror * Duracell Pager Advertising (July 1998) Pagers largest battery-operated appliances sector Media objective: impact with pager users MindShare solution? Place advertising ON pagers Ad followed pager-delivered weather reports via service providers in SH BJ * How to Use It Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings The group are invited to call their ratings for both intensity of involvement and interplay potential The score for involvement should always be called first, the score for interplay second Each member of the group has one chance only to vote. Or to abstain if the group rating is agreed with How to Facilitate It Start with the marker on the centre 5.5 position Remember that we are looking for an average of all the calls Resist the temptation to be overly influenced by the last call or by the call of the most senior person present Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on When the group is polarised on an issue, mark the minority view as well as the majority view Being a Fish, not Seeing a Fish变成鱼...不是看着鱼 Points of Contact接触点 Explore the possible points of contact between the brand and its customers 探究品牌与其消费者之间的可能接触点 Think about customers’ everyday lives - where do they most often think about and use the brand 仔细想一下消费者每天的生活, 在哪里他们会经常想到或用到这个品牌 Some Techniques To Stimulate Point of Contact Opportunities 几个帮助激发接触点的技巧 Day in the Life 生活中的一天 Stimuli card 提示卡 The Compass Dial 指南针 Day in the Life生活中的一天 A stage-managed experience 一种人为的体验 Surrounding the team with the enviro