大型创意活动策划执行方案善达公关.ppt

SAY : Let me give you a scenario. The agency has just finished selling the work to the best of its ability. It now waits for the client to comment. There is silence. ASK : Whats the agencys level of attention? EXPECT THE RESPONSE : HIGH SAY : And the client starts to talk. He thanks the agency for all their hard work, says this is quite the best understanding of the consumer he has ever seen etc etc. ASK : Hows the agencys level of attention? EXPECT High - of course it is. The client is stalling for time and is saying some nice things. ASK : Whats happening here? The agency is expecting a three letter word. What it is? EXPECT 1. YES - RESPOND Yes, thats what we love to hear but normally we get another. 2. BUT - RESPOND Thats more usual. SAY : So the client says Im a bit concerned about the blue dress. ASK : What happens now? SAY : The agency now has a task. It knows that the client has a problem that needs fixing - the blue dress. And so it goes away, stops listening actively and puts its attention to solving the problem. You can see junior client service people doing this. They write down 64 reasons why blue is the only possible colour for the dress. And then they wait to give client the answer. ASK : How actively are they listening to whats going on? SAY : Not at all! They are not listening, they are waiting to be heard. You can see them trying to get in to deliver their piece. And you can see their lips moving as they silently rehearse what they are going to say. This phenonenom is so wide-spread it has a name : the rehearsal curve. SAY : And the problem with surfing the rehearsal curve is that the agency is missing the other much more important comments from the client on the work - like the fact that budget has increased; that we can now use 60- second lengths, etc. SAY : If the work is great, our listening must be too. We have got to try to capture everything said