奥美giving better presentations017.ppt

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1、,GIVING BETTER PRESENTATIONS!,You bore me.,make me excited!,Are you Interactive?Are you one-to-one marketers?Talking about Personalization.,The Literature,Rogen says:The presentation must always be an organized product.The presenter has a limited time to present a variety of ideas and materials.Thes

2、e must be presented in the most effective sequence.A presentation is planned,organized,uses aids and most importantly is tailored for the specific audience,The ways to a great presentation,Phase 1Plan your presentationThe basics of planning Phase 2All about effective writingtips,techniques,templates

3、,ideas how to make some raw materials of a presentation betterPhase 3Deliveryplanning,casting,pace,the showSome SamplesCase Study,Phase 1Planning your presentation,Planning a presentation,What is the objective?Obvious or hidden agenda?A simple tool-your personal briefWhat do I want to get out of the

4、 presentation?What does my audience want or expect from this presentation?,These can be very different objectives!,To whom are you giving the presentation to?,Know your audiencewho is going to be therewhat are they likewhat do they know alreadywhat do they not knowwhat do they think of youwhat do th

5、ey expect from the presentation,Sometimes you just have to have a wild guess.,How much time do you have?,Set a time or you will get lostGive time backKeep it short especially to people high up the ladderHide charts,be ruthlessTry to plan natural and intelligent breaksReduce to the number of charts y

6、ou need to support your pointInvolve Client in the development of your presentationSend an outline or fuller written document in advance if time is limitedExplain in the interest of time you will only cover the most important issues,Time is the most valued asset.,Where are you giving the presentatio

7、n?,Your place or theirs?Size of the roomRefreshments,paper,pencils,seatsWhere do you want people to sitAudio visual equipmentTapesCreative work/boards-handle them well.,Dont assume anything.,Who is on your team?,Everyone on the team should have a role and know how to play itOnly players to play-no s

8、ubstitutes(even though theyre vital)Experienced players win in critical situationsWho should speak?It depends.,Tips,Tools and Techniques,Getting Started,Try giving it a title firstA CRM solution for IBM-effective customer managementRevamp of Audi China Site-Move from product focused communication to

9、 brand communicationConclusion/Main Point/RecommendationGo back to your briefWhat is the main point you want to stress?What do you want the Client to do?AgendaWrite it first it will guide you through the processAllocate time to the topics on your agenda,THE PAGE IS BLANK!,Getting Started,The Body,Th

10、e MeatWe spend most of our time on this,worrying,perfecting,sweating and fretting our data,analysis,strategy,creative-Yes this is the substance,butif we follow step 1-3 we know the type of body we needSummaryWhat are the three points you want your audience to remember?OpeningHow do you plan to open

11、the presentation?Some theatre,quotes,jokes(only funny ones),a clip,a great example of work,a real user experienceGet the focus on YOU and keep it there!,Getting Started,Transitionshow to move from one section to an otherSelect the right speakersConsider languageConsider chemistryUse unconventional m

12、ethods if nothing else helps to get your point acrossMake it a performance,a play!,Phase 2twenty seven ways to make your visual aids better,27 Tips.,No1Dont write any more words than this per pointFACT!,No.2If you have to shrink the font to 16 to fit everything on the page.dont bother,edit your bloo

13、dy chart,27 Tips.,Use different fonts sparinglySAME goes for CAPITAL letters and italics-they can add emphasis,but as you can see,put too many together-and it looks like a MESS!Use visuals to illustrate your point or to break up pagesUse charts to convey complex information-or to summarize different

14、 points-but keep them simple,27 Tips.,Help guide people through your presentationPoint out the breaks clearlyAvoid silly clip-art overkill Use Clients logo on your chartsBuild,Build,BuildIf you have a lot of data point out the most important bit,27 Tips.,Use questionsReference your data sources on e

15、very chartUse quotes(not only D.Os)Attributes quotes to those who said themDont use sound effects they add nothing to the communication,27 Tips.,Dont overuse fly-in-effects and transitions between slidesOnce youve written your presentation cut it by 50%Use color to simplify,highlight or guide-you ha

16、ve 64,000!Cut some more slidesUse different media not only power-pointIf you have lots of data on a chart hand out a hard copy,27 Tips.,Dont scan creative-it looks badUse summary boxes at the bottom of complex chartsUse non-traditional aides to get your point across,27 Tips.,some examples.,A little

17、Chart would be nice,Bla bla.You can say the same with 20%of the words,Bla Bla Bla.,If you want to be a novelist write a book.,Same priority for all?,and?,when?,Provisional Site Map,Give a hand-out!,cut,cut,cut,Customer Ownership Wired,Viewpoints of OgilvyInteractive,Acquisition gap,Market,Prospect,C

18、ustomer,Suspect,Salesgap,CustomerCare,Retention gap,Brand gap,Information gap,Who gets this?,How the Web fits into the sales cycle,BrandAwareness,Consideration,Conversion,Post-SaleService/Support,Product/ServiceAttributes Delivery,Who gets this?,Some better ones.,How To Do That,Financial Bond,Struct

19、ural Bond,Usage relationships of customer with his/her acquaintances to build strong social connections(MGM/Birthday Msg),Reward customer,but in return,to reinforce customers experiences with the Brand Form a structural bond with customer by linking each transaction with the next,In nature,we dont h

20、ave a structuralrelationship,with“recharging”,wehave to manage each MOT to buildLoyalty and Usage.Also,to develop“Carry forward”mechanism,Web-based Lifecycle Management,Acquisition,Critical first contact as a customer.Defines future relationship.Relevance needs to be obvious,Opportunity to leverage

21、new relationship.Traditionally 3-5x more responsive to additional services/offers during this period.,Able to segment ased on behavioral history.Reward cross-sell.up-sell based on value.Encourage renewal/repurchase/continued business.,Targeted at profitable customers.Need to identify advance“trigger

22、s”.,Vary investment by profitabilityMake it simple,easy and fast for the customer,Targeted at selective profitable attritors.,Free UMS,International IP,8wks,8wks,On-going,Multiple Product Sourcing Resell Vignette SolutionsApplication DevelopmentInstallation/Deployment,Project Management3rd Party Int

23、egrationsArchitecture/Design,The Vignette Economy,Production managementProject managementAsset managementPatented caching mechanism,WorkflowMulti-purposing and reuseSeparation of content and templateStaged deployment,Vignette helps you decrease costs by managing and delivering content more efficient

24、ly.,Foundation of theVignette solution,Content Management Services,Vignette helps you attract and retain customers by serving visitors the right content at the right time.,The Key to the Vignette Solution,LifecyclePersonalisatnServices,Lifecycle Personalisation Services,FET-Which approach fits?,As we add new brands we need clarity of direction,Phase 3Delivery and Performance,NEXT TIME.,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。,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。,