策劃必修之idea是一切起源經(jīng)典教材營銷策劃-wenkub
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【正文】 mation or Rearrange Old Information Ogilvy amp。 Mather 11 Ref:TN/SELLING/WEL2/rc If the idea isn‘t bought, we have all wasted our time 如果 idea沒賣掉 , 我們都浪費了時間 IS WEL2 7/96 Ogilvy amp。 Mather 7 Ref:TN/SELLING/WEL2/rc Selling Ogilvy amp。 Mather 3 Ref:TN/SELLING/WEL2/rc In the beginning was the idea Idea 是一切的起源 Ogilvy amp。Ogilvy amp。 Mather 4 Ref:TN/SELLING/WEL2/rc Our Simple Selling Model 一廂情愿的販賣模式 Sell hard 努力賣 ! To a deeply grateful client 給一個非常 激賞你的客戶 Ogilvy amp。 Mather 8 Ref:TN/SELLING/WEL2/rc Selling Ogilvy amp。 Mather 12 Ref:TN/SELLING/WEL2/rc Five Step Model Act Adopt Present Prepare Plan Ogilvy amp。 Mather 16 Ref:TN/SELLING/WEL2/rc HAVE WE DEFINED OUR TARGET AUDIENCE? ? Structure the munication Define the target audience Determine the objectives Ogilvy amp。 Mather 19 Ref:TN/SELLING/WEL2/rc Z Z Z z * Sophisticated 老練的 * Apathetic 冷漠 Ogilvy amp。 Mather 23 Ref:TN/SELLING/WEL2/rc Apathetics 冷漠型 WHY?為何 ? ? Poisoned by previous presentations 被以前的經(jīng)驗毒害了 ! ? Saturated on the subject 對這個話題已聽得不想再聽 ? Poor physical environment 身體狀況很差 Psychologically dead to your idea. 心理上不接受你的想法 Z Z Z z Ogilvy amp。 Mather 27 Ref:TN/SELLING/WEL2/rc Hostiles 敵意型 WHY? 為何 ? ? 覺得被威脅 ? 對你評價不高或?qū)δ愕?出身 有質(zhì)疑 ? 懷疑你的動機 ? 文化的阻隔 Opposes either you or your idea 反對你或你的 idea Ogilvy amp。 non emotionally 事實而非情感 Ogilvy amp。 Mather 34 Ref:TN/SELLING/WEL2/rc ONE CORE IDEA OUR MAIN MESSAGE Many different possible elements data, background, experiences ideas, structures, insights supports, etc. Ogilvy amp。ve told you) ? Meaning / action what I want you to do or understand as a result Ogilvy amp。 Mather 39 Ref:TN/SELLING/WEL2/rc Persuasion: Problem Format Problem Negative Conditions Evidence Summary Idea and Action Brand sales dropping * Losing distribution * Losing margin * Losing ground in eyes of consumer * ____________________ * ____________________ * ____________________ Must do something about it Relaunch New packaging New flavours New advertising Ogilvy amp。s do this Next steps WHO, WHAT, WHEN Persuasion: Idea Format Problem Opportunity Summary Idea Positive Results Summary Action Evidence Ogilvy amp。 or 39。 Mather 45 Ref:TN/SELLING/WEL2/rc Slow Build to a Grand Finale Intro T ? Ogilvy amp。 Mather 49 Ref:TN/SELLING/WEL2/rc Idea T ? Slow Build to a Grand Finale Ogilvy amp。 Mather 53 Ref:TN/SELLING/WEL2/rc How we got there? T ? Here It Is and We Are Excited Ogilvy amp。 Mather 56 Ref:TN/SELLING/WEL2/rc The Tell 39。em ? Tell 39。 Mather 58 Ref:TN/SELLING/WEL2/rc Matching Your Communication Style to Your Client39。 Mather 61 Ref:TN/SELLING/WEL2/rc Down Right Words Feel Impress Grab Hit Touch Suffer Handle Tackle Rub Pressure Grasp Know Affect Intuit Kinesthetics Eye Movements Ogilvy amp。 Mather 64 Ref:TN/SELLING/WEL2/rc Five Step Model Act Adopt Present Prepare Plan Ogilvy amp。 Mather 68 Ref:TN/SELLING/WEL2/rc People are More Likely to Listen to Someone who: ? They respect and trust. ? Is enthusiastic. Believes in the idea. ? Given them an idea they value. ? Speaks in a language they understand. ? Makes them feel fortable. ? Dresses and behaves in a way that is generally in keeping with their expectation
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