大型创意活动策划执行整方案-善达公关.ppt

In the beginning was the idea Idea 是一切的起源;Our Simple Selling Model一厢情愿的贩卖模式;;Simplistic 简易 and 但 Risky 高风险 Model;Selling;Selling;If the idea isn‘t bought, we have all wasted our time如果idea没卖掉, 我们都浪费了时间;Five Step Model;FOUR BASIC QUESTIONS;;What are we trying to do?;HAVE WE DEFINED OURTARGET AUDIENCE?;* Decision maker will need less detail * Opinion leader * Implementors will need more detail * Experts * Second guesser will need a harder sell (of decision makers view) and the offer of support. ;What frame of mind are they in?他们的心态是什麽?;Z Z Z z;Z Z Z z;Z Z Z z;What frame of mind?;;;Sophisticates 老练型;;Hostiles 敌意型;;;;;;Exercise: Paperclip;;;REPORT / INFORM FORMAT;Report / Inform Example;Persuasion: Problem Format;Persuasion: Problem Format;Persuasion: Idea Format;HOW PERSUASIVE ARE YOU?EXERCISE;Brand has lost its way recently, but we can turn it around quickly Relaunch - new packaging, new flavours, new advertising * Regain distribution * Leapfrog competition * Preferred brand with consumers * Increase price and margin * __________________________ * __________________________ * __________________________ Lets do this Next steps WHO, WHAT, WHEN ;Five Kinds of Evidence;Five Kinds of Evidence;Slow Build to a Grand Finale;Background;Strategy;Rationale;Idea;Any Questions?;Here It Is and We Are Excited;Idea;How we got there?;Why its right?;Any Questions?;The Tell em Format;Planning Cycle Format;Matching Your Communication Style to Your Clients Preferred Thinking Mode;Visuals;;;One on One Match your style to the style of your client. Group Make sure that you cover all styles in the group. If you dont some will feel excluded.;Exercise: Paperclips Revisited;Five Step Model;You can never bore someone into buying your idea;Five Step Model;;People are More Likely to Listen to Someone who:;Is clearly organised Shows the idea clearly Explains and interprets it Emphasises key and