消费者洞察(powerpoint 79页)

&Ogilvy&Mather消消 费费 者者 洞洞 察察Consumer InsightConsumer InsightJames WongJames WongJames WongJames WongNovember 1998November 1998&Ogilvy&Mathern n什么是消费者洞察什么是消费者洞察?What is an insight?What is an insight?n n为何我们需要消费者洞察？为何我们需要消费者洞察？Why we need insight?Why we need insight?n n什么是好的消费者洞察？什么是好的消费者洞察？What makes a good insight?What makes a good insight?n n如何得出好的消费者洞察？如何得出好的消费者洞察？How to get insight?How to get insight?&Ogilvy&Mather消费者洞察是消费者洞察是.An Insight is.?&Ogilvy&Mather洞察是洞察是An Insight IS An Insight IS n n英英英英文文文文字字字字典典典典说说说说，InsightInsightInsightInsight是是是是看看看看清清清清/看看看看入入入入某某某某一一一一状状状状况的能力况的能力况的能力况的能力The The The The English English English English dictionary dictionary dictionary dictionary says says says says an an an an insight insight insight insight is is is is the the the the power power power power or or or or act act act act of of of of seeing seeing seeing seeing into a situation.into a situation.into a situation.into a situation.n n中中中中文文文文字字字字典典典典说说说说，洞洞洞洞察察察察是是是是洞洞洞洞悉悉悉悉事事事事物物物物原原原原委委委委的的的的观观观观察察察察The The The The Chinese Chinese Chinese Chinese dictionary dictionary dictionary dictionary says,“Don says,“Don says,“Don says,“Don Cha”Cha”Cha”Cha”is is is is a a a a sharp sharp sharp sharp observation observation observation observation that that that that see see see see through the surface of something.through the surface of something.through the surface of something.through the surface of something.&Ogilvy&MatherSee through&Ogilvy&Mather消费者洞察是消费者洞察是What is a consumer insight?What is a consumer insight?n n消费者对品牌或产品或该类别的习惯、态度，消费者对品牌或产品或该类别的习惯、态度，消费者对品牌或产品或该类别的习惯、态度，消费者对品牌或产品或该类别的习惯、态度，可在广告传播中运用来激发消费者，使他可在广告传播中运用来激发消费者，使他可在广告传播中运用来激发消费者，使他可在广告传播中运用来激发消费者，使他/她她她她动心动心动心动心 A consumer habit or attitude to the A consumer habit or attitude to the A consumer habit or attitude to the A consumer habit or attitude to the product,the brand,or the category that product,the brand,or the category that product,the brand,or the category that product,the brand,or the category that is motivating and leverage in copy.is motivating and leverage in copy.is motivating and leverage in copy.is motivating and leverage in copy.n n在今日，只运用产品特性通常无法形成差异，在今日，只运用产品特性通常无法形成差异，在今日，只运用产品特性通常无法形成差异，在今日，只运用产品特性通常无法形成差异，激发消费者的选择激发消费者的选择激发消费者的选择激发消费者的选择 Product attributes often no longer Product attributes often no longer Product attributes often no longer Product attributes often no longer sufficient to differentiate or motivate sufficient to differentiate or motivate sufficient to differentiate or motivate sufficient to differentiate or motivate choice.choice.choice.choice.&Ogilvy&Mather消费者洞察是消费者洞察是A Consumer Insight IS.A Consumer Insight IS.n n一种突然的觉醒一种突然的觉醒一种突然的觉醒一种突然的觉醒(A sudden awareness)(A sudden awareness)(A sudden awareness)(A sudden awareness)n n某时刻，或某一刹那间的了解某时刻，或某一刹那间的了解某时刻，或某一刹那间的了解某时刻，或某一刹那间的了解(A moment,or a flash of understanding)(A moment,or a flash of understanding)(A moment,or a flash of understanding)(A moment,or a flash of understanding)请注意：一个产品或品牌可以引发许多、许请注意：一个产品或品牌可以引发许多、许请注意：一个产品或品牌可以引发许多、许请注意：一个产品或品牌可以引发许多、许 的洞察的洞察的洞察的洞察 重要的是如何去分辨最具相关性重要的是如何去分辨最具相关性重要的是如何去分辨最具相关性重要的是如何去分辨最具相关性 最具激发力的洞察最具激发力的洞察最具激发力的洞察最具激发力的洞察(Caution:A product or a brand can (Caution:A product or a brand can (Caution:A product or a brand can (Caution:A product or a brand can generate many insights-the trick is to generate many insights-the trick is to generate many insights-the trick is to generate many insights-the trick is to identify the insight that is the most identify the insight that is the most identify the insight that is the most identify the insight that is the most relevant and motivating.)relevant and motivating.)relevant and motivating.)relevant and motivating.)&Ogilvy&Mathern n 它必需有明显的相关性它必需有明显的相关性它必需有明显的相关性它必需有明显的相关性(relevant)(relevant)(relevant)(relevant)l l才能让许多人说才能让许多人说才能让许多人说才能让许多人说“感同身受感同身受感同身受感同身受”n n 它必需无人触及过它必需无人触及过它必需无人触及过它必需无人触及过(unexloited)(unexloited)(unexloited)(unexloited)l l才能让消费者说才能让消费者说才能让消费者说才能让消费者说“那就是我的感觉！那就是我的感觉！那就是我的感觉！那就是我的感觉！没有人用这种方法说出来过！没有人用这种方法说出来过！没有人用这种方法说出来过！没有人用这种方法说出来过！”l l才不会让消费者说才不会让消费者说才不会让消费者说才不会让消费者说“陈腔滥调陈腔滥调陈腔滥调陈腔滥调”消费者洞察是消费者洞察是.&Ogilvy&Mather春天的故事春天的故事The Story of SpringThe Story of Spring&Ogilvy&Mather春天的故事春天的故事The Story of SpringThe Story of Spring 我是个瞎子我是个瞎子我是个瞎子我是个瞎子I am blind.I am blind.&Ogilvy&Mather 春天的故事春天的故事The Story of SpringThe Story of Spring 我是个瞎子我是个瞎子我是个瞎子我是个瞎子I am blind.I am blind.I am blind.I am blind.现在是春天，而我是个瞎子现在是春天，而我是个瞎子This is spring,and I am blind.&Ogilvy&Mather洞察力，就是找到洞察力，就是找到“春天的意思春天的意思”的能力的能力&Ogilvy&MatherInstinct&Ogilvy&MatherInstinctIt feels right&Ogilvy&Mather杰出的广告必定因应一个杰出的广告必定因应一个清楚的消费者洞察而生清楚的消费者洞察而生Brilliant advertising must be Brilliant advertising must be developed around a consumer developed around a consumer insight.insight.为什么？为什么？WhyWhyWhy Consumer insight is so important&Ogilvy&Mather运用消费者洞察而产生的广告运用消费者洞察而产生的广告Ads that leverage consumer insightsAds that leverage consumer insightsn n与你相关与你相关(relate)(relate)n n与你连心与你连心(connect)(connect)n n让你投入让你投入(involve)(involve)n n给你动机