奥美Idea 是一切的起源023.ppt

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1、&,In the beginning was the ideaIdea 是一切的起源,Our Simple Selling Model一厢情愿的贩卖模式,Sell hard努力卖,!,To a deeplygrateful client给一个非常激赏你的客户,The Frequent Result 常有的结果,The Clientsavages客户杀人鲸,Us and the idea撕裂我们和idea,Simplistic简易and 但Risky高风险Model,Act行动,Sell贩卖,Selling,Selling,If the idea isnt bought,we have all

2、wasted our time如果idea没卖掉,我们都浪费了时间,IS WEL2-7/96,Five Step Model,Act,Adopt,Present,Prepare,Plan,FOUR BASIC QUESTIONS,What question are we addressing?What is our main message in answer to the question?What are we trying to do?Inform?Persuade?Reassure?Inspire?Entertain?What do we want the target audienc

3、e to do as a result?,Act,Adopt,Present,Prepare,Plan,Structurethe communication,Define thetarget audience,Determine the objectives,What are we trying to do?,*Give information*Gain agreement*Obtain information*Spur action*Build understanding*Neutralise resistance,Inform,Persuade,New Information,New In

4、formation orRearrange Old Information,HAVE WE DEFINED OURTARGET AUDIENCE?,?,*Decision makerwill need less detail*Opinion leader*Implementorswill need more detail*Experts*Second guesserwill need a harder sell(of decision makers view)and the offer of support.,What is their role?,What frame of mind are

5、 they in?他们的心态是什麽?,*Apathetic冷漠,*Sophisticated老练的,*Apathetic冷漠,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,What frame of mind?,*Enthusiastic热心的,*Critically Interested非常有兴趣,*Hostile敌意,*Sophisticated老练的,*Apathetic冷漠,Apathetics 冷漠型,WHY

6、?为何?Poisoned by previous presentations被以前的经验毒害了!Saturated on the subject对这个话题已听得不想再听Poor physical environment身体状况很差,Psychologically dead to your idea.心理上不接受你的想法,Z Z Z z,What you have to do你得怎麽做,引起兴趣,保持他们的热情.打动他们的心.快点进入正题把过程戏剧化,视觉化让他们要采取的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to

7、 expert 非专家做专家提案Subordinate to superior 下对上Peer to peer 平辈间,Know it all already(and more)这些早就知道了,What you have to do你得怎麽做,让他们用全新的角度看待你,及你的idea.让他们了解你的专业程度.尽量做到最好如您知道的引用权威的话,Hostiles 敌意型,WHY?为何?觉得被威胁对你评价不高或对你的出身有质疑怀疑你的动机文化的阻隔,Opposes either you or your idea反对你或你的idea,What you have to do你得怎麽办?,找出他们对你有

8、敌意的原因显示你了解他们的处境建立共通的关注焦点举例保持冷静-你一动思他们就会杀了你不要期望事情太快有变化,Critically interesteds,WHY?为何?专业对专业理性导向期望你证明你的说法,Willing to accept ideas based on fact and sound reasoning愿意接受基於事实和理性辩证下的好idea,What you have to do你得怎麽办,Show benefits 呈现利益点Cover all options objectively 中立Present factually&non emotionally 事实而非情感,En

9、thusiasts 热情派,WHY?为何?Already sold and motivated Idea已被接受Accept you and your message你说的都算,Have faith already已有信心,What you have to do你得怎麽做,Reinforce their beliefs 增强信心Go light on pure information and proofs 淡淡的卖,呈现证据Go heavy on colour and emotion 色彩和情感,Exercise:Paperclip,ONE CORE IDEAOUR MAIN MESSAGE,

10、Many different possibleelements data,background,experiences ideas,structures,insightssupports,etc.,THECOREIDEA,Support ideas thatcan expand or defend theCore Idea in ever greater detail,REPORT/INFORM FORMAT,SubjectBackgroundInformation index(what Im going to tell you)InformationRecap/Summarise(what

11、Ive told you)Meaning/action what I want you to do or understand as a result,Report/Inform Example,Subject,Understanding Consumers in Asia Pacific,Background,New Young Adult study pilot in Singapore,Hong Kong&Kuala Lumpur,InformationIndex,Emergence of a much greater degree of tension since last study

12、,Information,IndependenceEngagementIndividualismCommunalismOptimismFrustrationSelf-DeterminationFatalismGlobal outlookLocal pride,Recap,How these greater degrees of tension resolve themselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion:Problem

13、Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Persuasion:Problem Format,Problem,NegativeConditions,Evidence,Summary,Idea andAction,Brand sales dropping*Losing distribution*Losing margin*Losing ground in eyes of consumer*_*_*_Must do something about itRelaunch-New packaging-New fl

14、avours-New advertising,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU?EXERCISE,Brand has lost its way recently,but we canturn it around quicklyRelaunch-new packaging,new flavours,new advertising*Regain distribution*Leapfrog compet

15、ition*Preferred brand with consumers*Increase price and margin*_*_*_Lets do thisNext stepsWHO,WHAT,WHEN,Persuasion:Idea Format,ProblemOpportunitySummary,Idea,PositiveResults,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert(Quotes)Example Statistics/Facts

16、,Five Kinds of Evidence,Personal experienceTalk first person.Relive.Act out.Most interesting and unique evidence.Gives emotional dimension.AnalogyCompares dissimilar things using like or as.Allows you to exaggerate a point without offending the intelligence of your audience.Judgement of expert(Quote

17、s)Which listeners will recognise as an authority.If they dont know,credentialise the expert before your quote.ExampleSpecific.Where key factors are similar(eg,overseas market).Statistics/FactsWhat we usually think of as evidence.Visualise statistics if you can.,Slow Build to a Grand Finale,Intro,Bac

18、kground,Slow Build to a Grand Finale,Strategy,Slow Build to a Grand Finale,Rationale,Slow Build to a Grand Finale,Idea,Slow Build to a Grand Finale,AnyQuestions?,Slow Build to a Grand Finale,Here It Is and We Are Excited,Intro,Idea,Here It Is and We Are Excited,How we got there?,Here It Is and We Ar

19、e Excited,Why its right?,Here It Is and We Are Excited,Any Questions?,Here It Is and We Are Excited,The Tell em Format,Tell em what youre going to tell themTell emTell em what youve told themEnsures three exposures to the main message,Planning Cycle Format,Matching Your Communication Style to Your C

20、lients Preferred Thinking Mode,Version 1.0 5/96,Visuals,Eye Movements,Up Right,Up Left,Unfocussed,WordsSeeEnvisionReflectShowViewWatchBrightPerceivePreviewPictureIllustrateSurveyClearHighlightPerspectiveLookFocus,Eye Movements,Side Right,Side Left,Down Left,WordsSaySpeakAskTellExpressInquireToneMent

21、ionHearStaticAccentTalkRingResonateSoundRemark,Auditories,Down Right,WordsFeelImpressGrabHitTouchSufferHandleTackleRubPressureGraspKnowAffectIntuit,Kinesthetics,Eye Movements,One on OneMatch your style to the style of your client.GroupMake sure that you cover all styles in the group.If you dont some

22、 will feel excluded.,How to Develop Trust,Exercise:Paperclips Revisited,Five Step Model,Act,Adopt,Present,Prepare,Plan,You can never bore someone into buying your idea,Five Step Model,Act,Adopt,Present,Prepare,Plan,Accept,Understand,Listen,People are More Likely to Listen to Someone who:,They respec

23、t and trust.Is enthusiastic.Believes in the idea.Given them an idea they value.Speaks in a language they understand.Makes them feel comfortable.Dresses and behaves in a way that is generally in keeping with their expectations.Presents in a lively way.Knows when to stop.,Is clearly organisedShows the

24、 idea clearlyExplains and interprets itEmphasises key and difficult pointsBrings the points to lifeEncourages and responds to questions,Listeners are more Likely to Listen to a Presentation that:,Active Listening,Version 1.1 5/96,Send reinforcementswere going to advance,Send three and four pence wer

25、e going to a dance,Confusion,Loss of detail,Substitution,Filters,Misinterpretation,Addition,ORIGINAL,LISTENING DISTORTION,RECEIVED,Distortion,Active Listening,Tracking words,Drifting in and out,THE KEY IS TO LISTENAPPROPRIATELY,Level of Listening,Hearing with half an earGiving into day dreams and fa

26、ntasiesExploring tangentsZappingEssentially passive,Drifting in&out,Appearing to pay attention and listen intentlyHearing words but not making the effort to understand the speakers intentReally only slightly concentratingMaking a bit of an effortThe yes dear syndrome,Tracking words,Paying attentionL

27、istening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,AgencyAttentionLevel,Time,AgencyAttentionLevel,Time,X,AgencyAttentionLevel,Time,X,X,Blue Dress,AgencyAttentionLevel,Time,X,

28、X,X,X,X,X,The Rehearsal Curve,Blue Dress,Paying attentionListening non judgementallyTrying to read the intentionUnderstanding the feelingsProcessing what is being said-Noting-Checking back-Physical signals-Eye contact,Active Listening,X,X,X,X,X,X,N,N,N,N,N,Defeating the Rehearsal Curve,The work youv

29、e just sold deserves the highest level of listening.Listen actively and non-judgementally to your clients response.Force yourself to take notes of key points and then return quickly.Avoid surfing the rehearsal curve.,Listening:Summary,They judge that the presenter really cares about their businessTh

30、e idea seems right because of the support offeredMajor concerns have been satisfactorily addressedTheir input has been incorporated in some way into the idea,People Are More Likely to Accept Ideas when:,Five Step Model,Act,Adopt,Present,Prepare,Plan,They are asked to act on itThe action required is

31、not too much troubleThey have previous positive experience with the originator of the ideaIt meets their needs better than other optionsThe benefits to them outweigh the risksThey will be part of the implementation process,People Are More Likely to Act on an Ideas when:,What we bring,What is expecte

32、d,Preparing the way,What we bring,What is expected,Find ways toreframeexpectations,Find ways topresell the idea,Preparing the way,What we bring,Preparing the way,AnticipateThink throughPrepare,Most are highlypredictable,What we bring,Preparing the way,Know who they areKnow what we want from themHave

33、 decided our core idea and supportsHave worked out how to prepare the way THEN WE ARE PREPARED TO GO OUT AND FIGHT THE REAL ENEMY,Once we.,Ourselves,The frame of BuyingImpeccable logicEnergy&enthusiasmBe Yourself,Act,Adopt,Present,Prepare,Plan,Know when to stop,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,