大型创意活动策划执行方案-善达公关

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1、上海会务公司http://www.eventer.cn/善达公关&InthebeginningwastheideaIdea是一切的起源OurSimpleSellingModel一厢情愿的贩卖模式Sellhard努力卖!Toadeeplygratefulclient给一个非常激赏你的客户TheFrequentResult常有的结果TheClientsavages客户"杀人鲸"Usandtheidea撕裂我们和ideaSimplistic简易and但Risky高风险ModelAct行动Sell贩卖SellingSellingIftheideaisn‘tbought,wehaveallwasted

2、ourtime如果idea没卖掉,我们都浪费了时间ISWEL2-7/96FiveStepModelActAdoptPresentPreparePlanFOURBASICQUESTIONSWhatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo?Inform?Persuade?Reassure?Inspire?Entertain?Whatdowewantthetargetaudiencetodoasaresult?ActAdoptPresentPreparePlanStruc

3、turethecommunicationDefinethetargetaudienceDeterminetheobjectivesWhatarewetryingtodo?*Giveinformation*Gainagreement*Obtaininformation*Spuraction*Buildunderstanding*NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationHAVEWEDEFINEDOURTARGETAUDIENCE??Structurethecomm

4、unicationDefinethetargetaudienceDeterminetheobjectives*Decisionmakerwillneedlessdetail*Opinionleader*Implementorswillneedmoredetail*Experts*Secondguesserwillneedahardersell(ofdecisionmaker'sview)andtheofferofsupport.Whatistheirrole?Whatframeofmindaretheyin?他们的心态是什麽?ZZZz*Apathetic冷漠ZZZz*Sophisticated

5、老练的*Apathetic冷漠ZZZz*Hostile敌意*Sophisticated老练的*Apathetic冷漠ZZZz*CriticallyInterested非常有兴趣*Hostile敌意*Sophisticated老练的*Apathetic冷漠Whatframeofmind?*Enthusiastic热心的ZZZz*CriticallyInterested非常有兴趣*Hostile敌意*Sophisticated老练的*Apathetic冷漠Apathetics冷漠型WHY?为何?Poisonedbypreviouspresentations被以前的经验毒害了!Saturatedon

6、thesubject对这个话题已听得不想再听Poorphysicalenvironment身体状况很差Psychologicallydeadtoyouridea.心理上不接受你的想法ZZZzWhatyouhavetodo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的行动容易些ZZZzSophisticates老练型WHY?为何?Seenitbefore以前看过Non-experttoexpert非专家做专家提案Subordinatetosuperior下对上Peertopeer平辈间Knowitallalready(andmore)这些早就知道

7、了Whatyouhavetodo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Opposeseitheryouoryouridea反对你或你的ideaWhatyouhavetodo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