【正文】 2023年 1月 下午 8時(shí) 16分 :16January 23, 2023 ? 1業(yè)余生活要有意義，不要越軌。 20:16:3920:16:3920:16Monday, January 23, 2023 ? 1知人者智，自知者明。 下午 8時(shí) 16分 39秒 下午 8時(shí) 16分 20:16: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 1月 23日星期一 下午 8時(shí) 16分 39秒 20:16: ? 1楚塞三湘接，荊門九派通。 20:16:3920:16:3920:161/23/2023 8:16:39 PM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 2023年 1月 下午 8時(shí) 16分 :16January 23, 2023 ? 1行動(dòng)出成果，工作出財(cái)富。 20:16:3920:16:3920:16Monday, January 23, 2023 ? 1乍見翻疑夢，相悲各問年。 thinking 這可能市整合的思考 , 但不是 360度的思考 Launching a New Low Cost Credit Card: The New Way 低費(fèi)用信用卡上市 (新方式 ) ? In editorial columns, a specially missioned external report on the high cost of borrowing receives high coverage creating an issue 專欄創(chuàng)造話題 ? Launch TV advertising majors on a new kind of low interest card capitalizing on the concern 電視廣告形成關(guān)注 ? A mail shot makes an early bird offer and provides detailed petitive parisons 郵件提供詳細(xì)的比較 Interplay相互影響 Creating an issue 創(chuàng)造話題 Offering a solution 提供解決 方案 Making an offer Low Interest Rates 低利率 Interplay Through Time 時(shí)間上的相互影響 Level 1 3 wks ? Create issue創(chuàng)造話題 ? Establish idea建立 IDEA ? Create desire創(chuàng)造需求 Level 2 5 wks ? Inform educate告知 \教育 ? Drive response 引導(dǎo)反應(yīng) Level 3 8 wks ? Activation usage 行動(dòng)和使用 PR公關(guān) Outdoor戶外 Posters海報(bào) Events事件 Print Ads平面 Radio 電臺(tái) Buses車身 DRTV DRTV Telemarketing電話行銷 Solicitation Packs TakeOnes WebSite 網(wǎng)站 FSI Wele Pack Wele Call Balance Transfer MGM Membership Rewards XSell Getting the BrandTeam together 集合所有品牌團(tuán)隊(duì)成員 ? The second point when the whole team have to meet, including Mindshare 第二次所有成員必須參加 , 包括傳立 ? A tank treatment to – immerse ourselves in the world of the customer 讓我們進(jìn)入消費(fèi)者的世界 – and explore how the brand can get involved in peoples’ real lives 探究品牌如何更多融入人們的生活 Close Your Eyes and Imagine Seeing a Fish 閉上眼睛 , 想象你正看到一條魚 ? Now close your eyes again and imagine being a fish 現(xiàn)在再次閉上眼睛 , 想象你自己變成一條魚 Being a Fish, Not Seeing a Fish 變成魚 , 而不是看著魚 Points of Contact 接觸點(diǎn) ? Explore the possible points of contact between the brand and its customers 探究品牌與其消費(fèi)者之間的可能接觸點(diǎn) ? Think about customers’ everyday lives where do they most often think about and use the brand 仔細(xì)想一下消費(fèi)者每天的生活 , 在哪里他們會(huì)經(jīng)常想到或用到這個(gè)品牌 For Instance, the Brand World for Milo in Thailand 例子 : Milo的品牌世界 , 泰國 ? Milo is there whenever and where ever the customers are 無論何時(shí)何地 , Milo都存在 – in school …… at home 在學(xué)校 …… 在家中 – in rural areas …… at local sporting events 在鄉(xiāng)村田野 …… 在當(dāng)?shù)伢w育活動(dòng)中 – in coffee shops ……. in the media 在咖啡店 …… 在媒體上 ? And where Milo is, it gives them and surrounds them with things that help them win at sport Milo提供給的 , 都可以幫助他們在體育活動(dòng)中贏得勝利的 Helping Thai kids fulfil their sporting dreams 幫助泰國孩子完成體育的夢想 Some Techniques To Stimulate Point of Contact Opportunities 一些幫助激發(fā)接觸點(diǎn)的技術(shù) ? Day in the life 生活中的一天 ? Snap shuffle deck 撲克牌 ? The Compass dial 指南針 A Day in the Life 生活中的一天 ? A stagemanaged experience 一種體驗(yàn) ? Surrounding the team with the environment, emotions and expressions of the customer/brand relationship 讓品牌團(tuán)隊(duì)感受品牌與消費(fèi)者關(guān)系的環(huán)境、情感和表情等 ? Stimulating all their senses sound, sight, touch, smell, taste 刺激他們所有的感官 聽覺、視覺、觸覺、味覺等 Possible Stimuli 可能的刺激 Logo board of brands 品牌 Logo班 Chart history of category Colours 色彩 CD collection 收集的 CD Bookshelf 書架 Framed family photos家庭相冊 Diary of a day in the life words, film or photos 一天的日記、錄影、照片 Workplace noises工作場所的聲音 Photos 相片 Logos of business partners 商業(yè)伙伴的 Logo Their magazines他們的雜志 Signals of their interests activities 感興趣事情和活動(dòng) Tools of their trade 交易工具 Bookshelf 書架 Contents of their handbags 手提袋中的內(nèi)容 Videoclips vox pops Competitive products 競爭產(chǎn)品 Articles on petitors競爭者的文章 Holiday snaps 假日 Photos of bedroom or kitchen 居室、廚房的照片 Snap Carddeck Pick two cards, one from each deck 每個(gè)盒子內(nèi)抽出一張卡片 Red Deck 紅色盒子 Where they could be most involved 在那里他們會(huì)被 融入得最深 Blue Deck 藍(lán)色盒子 What is happening in their lives 在他們的生活中 發(fā)生了什么？ + Come up with possible points of contact 形成可能的接觸點(diǎn) Using Your Impression of What Is Happening in the World at Large … 運(yùn)用你自己的印象 ? What do you feel is happening in people’ s lives that might affect their relationship with the brand? 現(xiàn)實(shí)生活中發(fā)生的哪些事情，會(huì)影響到消費(fèi)者與本品牌的關(guān)系 ? Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他們所認(rèn)可的人或事本品牌可以學(xué)習(xí)、利用？ ? What is new in the marketplace that may influence the way they feel about the brand? 市場中的哪些新發(fā)展可能會(huì)影響到消費(fèi)者對本品牌的感受？ ? What do you imagine the petition could get up to that could damage that relationship? 你想象一下， 競爭者做什么可能危及消費(fèi)者與本品牌之間的關(guān)系？ Blue Deck Thinking About Where the Brand Could Identify With the Customer 思考在哪里品牌可以融入消費(fèi)者 ? When are the brand’s customers most involved in the media they consume (time, place, behaviour and attitude of mind)?