【正文】 eryday lives where do they most often think about and use the brand 仔細想一下消費者每天的生活 , 在哪里他們會經常想到或用到這個品牌 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 無論何時何地 , Milo都存在 – in school …… at home 在學校 …… 在家中 – in rural areas …… at local sporting events 在鄉(xiāng)村田野 …… 在當地體育活動中 – 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)接觸點的技術 ? 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 ? Surrounding the team with the environment, emotions and expressions of the customer/brand relationship 讓品牌團隊感受品牌與消費者關系的環(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 Tools of their trade 交易工具 Bookshelf 書架 Contents of their handbags 手提袋中的內容 Videoclips vox pops Competitive products 競爭產品 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 每個盒子內抽出一張卡片 Red Deck 紅色盒子 Where they could be most involved 在那里他們會被 融入得最深 Blue Deck 藍色盒子 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 Using Your Impression of What Is Happening in the World at Large … 運用你自己的印象 ? What do you feel is happening in people’ s lives that might affect their relationship with the brand? 現實生活中發(fā)生的哪些事情，會影響到消費者與本品牌的關系 ? Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他們所認可的人或事本品牌可以學習、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)展可能會影響到消費者對本品牌的感受？ ? 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者與本品牌之間的關系？ 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者 ? When are the brand’s customers most involved in the media they consume (time, place, behaviour and attitude of mind)? 在哪些時間，品牌的消費者對媒體最投入？（時間、地點、行為、態(tài)度） ? Is there a natural media fit between the brand and its customers’ lifestyles? 是否存在自然的媒介，讓品牌和消費者生活相聯系？ ? What is changing in the way the brand’s customers consume media? 本品牌消費者消費媒體的行為是否有所改變？ ? In what way could the use of media be tailored to intensify the relationship between : a) different messages? b) different target audiences? 哪些方式可以讓媒體度身定做以加強消費者與品牌的關系？ a) 不同的訊息 b) 不同的目標對象 ? Is there a natural sequence to the choice or use of media in building greater involvement with the brand? 在選擇和運用媒體上，是否存在自然的順序，加強消費者對品牌的投入度 Red Deck More Obvious Points of Contact 明顯的接觸點 The outer rim of the dial 羅盤的外層 Less Obvious Points of Contact 不太明顯的接觸點 ? Anything that allows us to link the brand to the customer in his or her Brand World is a medium 任何讓品牌與消費者品牌世界產生聯系的東西都是媒體 For Example例如 ? Seagram Four Roses giveaway tattoos紋身 ? A potted plant 盆景 A Wine Cork 葡萄酒軟木塞 Have a Break 小憩片刻 Fun Fitness in an MTR Mirror Long, long, long, long life Duracell Duracell Placed After Weather Reports on a Pager Moving Through At this stage we have a number of possible points of contact through which the idea can connect with the customer 我們有一系列與 IDEA有關的品牌接觸點 How do we then pick the best bination of points of contact the Brand World we are creating? 我們如何選擇接觸點的最佳組合？ Our ability to surround the consumer with the brand in ways that work effectively increases the value of what we offer exponentially Shelly Lazarus Evaluation 評估 ? Intensity of involvement 投入強度 How can a point of contact make the idea shine brighter? 接觸點如何讓 IDEA變得更精彩？ ? Interplay相互聯系 How can different points of contact work together for greater overall involvement? 不同的接觸點如何共同作用，讓整體品牌投入度最大化？ 演講完畢，謝謝觀看！