大型创意活动策划执行方案-善达公关.pptx

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1、&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,wehaveallwastedourtime如果idea没卖掉,我们都浪费了时间ISWE

2、L2-7/96FiveStepModelActAdoptPresentPreparePlanFOURBASICQUESTIONSWhatquestionareweaddressing?Whatisourmainmessageinanswertothequestion?Whatarewetryingtodo?Inform?Persuade?Reassure?Inspire?Entertain?Whatdowewantthetargetaudiencetodoasaresult?ActAdoptPresentPreparePlanStructurethecommunicationDefine

3、thetargetaudienceDeterminetheobjectivesWhatarewetryingtodo?*Giveinformation*Gainagreement*Obtaininformation*Spuraction*Buildunderstanding*NeutraliseresistanceInformPersuadeNewInformationNewInformationorRearrangeOldInformationHAVEWEDEFINEDOURTARGETAUDIENCE??StructurethecommunicationDefinethetarge

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

5、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!Saturatedonthesubject对这个话题已听

6、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)这些早就知道了Whatyouhaveto

7、do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境建立共通的关注焦点举例保持冷静--你一动思他们就会杀了你不要期