《奥美培训idea》由会员分享，可在线阅读，更多相关《奥美培训idea（92页珍藏版）》请在金锄头文库上搜索。
1、&,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,Sell hard 努力卖,!,To a deeply grateful client 给一个非常 激赏你的客户,The Frequent Result 常有的结果,The Client savages 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 bou
2、ght, we have all wasted our time 如果idea没卖掉, 我们都浪费了时间,IS WEL2 - 7/96,Five StepModel,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
3、want the target audience to do as a result?,Act,Adopt,Present,Prepare,Plan,Structure the communication,Define the target audience,Determine the objectives,What are we trying to do?,* Give information * Gain agreement * Obtain information * Spur action * Build understanding * Neutralise resistance,In
4、form,Persuade,New Information,New Information or Rearrange Old Information,HAVE WE DEFINED OUR TARGET 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 supp
5、ort.,What is their role?,What frame of mind are 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,
6、* Hostile敌意,* Sophisticated老练的,* Apathetic冷漠,Apathetics 冷漠型,WHY?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,ZZZz,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
7、的行动容易些,Sophisticates 老练型,WHY?为何?Seen it before 以前看过Non-expert to 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,Oppos
8、es 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
9、Cover all options objectively 中立Present factually & non emotionally 事实而非情感,Enthusiasts 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 h
10、eavy on colour and emotion 色彩和情感,Exercise: Paperclip,ONE CORE IDEA OUR MAIN MESSAGE,Many different possible elements data, background, experiences ideas, structures, insights supports, etc.,THE CORE IDEA,Support ideas that can expand or defend the Core Idea in ever greater detail,REPORT / INFORM FOR
11、MAT,SubjectBackgroundInformation index (what Im going to tell you)InformationRecap / Summarise (what 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 Singapo
12、re, Hong Kong & Kuala Lumpur,Information Index,Emergence of a much greater degree of tension since last study,Information,Independence Engagement Individualism Communalism Optimism Frustration Self-Determination Fatalism Global outlook Local pride,Recap,How these greater degrees of tension resolve t
13、hemselves will influence how the young respond to brands,Meaning,We need to monitor this carefully,Persuasion: Problem Format,Problem,Negative Conditions,Evidence,Summary,Idea and Action,Persuasion: Problem Format,Problem,Negative Conditions,Evidence,Summary,Idea and Action,Brand sales dropping* Los
14、ing distribution * Losing margin * Losing ground in eyes of consumer* _ * _ * _Must do something about itRelaunch - New packaging - New flavours - New advertising,Persuasion: Idea Format,Problem Opportunity Summary,Idea,Positive Results,Summary,Action,Evidence,HOW PERSUASIVE ARE YOU? EXERCISE,Brand
15、has lost its way recently, but we can turn it around quicklyRelaunch - new packaging, new flavours, new advertising* Regain distribution * Leapfrog competition * Preferred brand with consumers * Increase price and margin* _ * _ * _Lets do thisNext steps WHO, WHAT, WHEN,Persuasion: Idea Format,Proble
16、m Opportunity Summary,Idea,Positive Results,Summary,Action,Evidence,Five Kinds of Evidence,Personal experience Analogy Judgement of expert (Quotes)Example Statistics / Facts,Five Kinds of Evidence,Personal experienceTalk first person. Relive. Act out. Most interesting and unique evidence. Gives emot
17、ional dimension. AnalogyCompares dissimilar things using like or as. Allows you to exaggerate a point without offending the intelligence of your audience. Judgement of expert (Quotes)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.,
