COMMUNICATION PLAN传播计划53p.pptxVIP

COMMUNICATION PLAN传播计划Multiplying the Power of Persuasion倍增说服力TOTAL BRANDINGSM全方位创建品牌COMMUNICATION PLAN传播计划Who Are The Three Most Important People You Talk To? 与你交谈的三个最重要的人是谁？COMMUNICATION PLAN传播计划How Do YouCommunicate With Them? 你如何与他们沟通？COMMUNICATION PLAN传播计划How Did You Learn TheBest Ways To CommunicateWith Each of Them?你如何学会与他们每一个人沟通的最佳方式？COMMUNICATION PLAN传播计划What Is The Most ImportantConversation You’ve Ever Had, And Whom Did You Have It With? 你所经历的最重要的谈话 以及与谁进行的？COMMUNICATION PLAN传播计划“Will You Marry Me?” “你愿嫁给我吗？”CONCLUSION结论You already know how to do this, you just need to do it more often at work. 你已经知道如何做了， 你只需在工作上更多这样地做。Yesterday’s prevailing rule昨日的流行规则“If you only have a hammer, everything looks like a nail.” 如果你只有锤子， 那么任何东西对你 来说都是钉子。Old Thinking Based on Two Fallacies两个传统的错误想法1. We only make ads 我们只作广告2. The consumer is a stationary target for me to hit 消费者是静止的靶子，我可随时 击中。ConsumerHit Her Here.在此击中她。Consumer消费者ConsumerNo Response? 没反应？Consumer消费者Hit Her Harder.再使劲出击。Consumer消费者ConsumerBut in truth, she’s not a static object waiting to be hit!事实上，她并非一个静物 等待你去击中！She’s always movingin process of persuading herselffull of communication opportunitiesrequires many different messages along the way她总是不停移动的 在劝说她的过程中， 有许多沟通的机会， 需要许多不同的信息。Guess what? 猜一猜？ She’s fluid.她是流动的。Total Branding全方位创建品牌Tenets: 原则：1) There are many contact points where the consumer and persuasive communication can intersect. 消费者和具劝服性的沟通会在许多接触点相互交遇。2) Advertising is only one of these possible intersections.广告只是其中一个可能交遇。3) Selling messages communicated via a variety of disciplines creates greater synergy and Multiplies the power of the persuasion exponentially.通过不同方式传播的销售信息能产生更 大的增益及 更快倍增说服力。Total Branding全方位创建品牌Find New Ways To Talk To Her.寻找新的办法与她交谈。Consumer消费者Learning Curve详细曲线1. At first, ads do it all (you’ve still got a hammer) 最初，广告包办了一切（你仍拥有锤子〕。2. Followed by an urge to use every discipline for every task (don’t worry, your pocketbook will stop you)然后，就会强烈地希望每一项任务都要运用所有的传 播方式（不用担心，