奧美360度品牌管理(ppt90頁)(留存版)

　　

【正文】 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？ ? 靜夜四無鄰，荒居舊業貧。 2023年 1月 23日星期一 下午 8時 16分 33秒 20:16: ? 1楚塞三湘接，荊門九派通。 2023年 1月 下午 8時 16分 :16January 23, 2023 ? 1業余生活要有意義，不要越軌。 20:16:3320:16:3320:161/23/2023 8:16:33 PM ? 1成功就是日復一日那一點點小小努力的積累。 2. The best ideas e out of a process of “emotional smothering” of the creative team 最好的 IDEA來自于創意小組的“情感窒息” 3. The creator of the idea often does not always recognize it as such himself 杰出 IDEA的創造者，經常自己無法辨識。 Seven Secrets for Great Ideas 4. There are a hundred stages during which good ideas can be lost, most of them internal 有很多階段，好的 IDEA會被放棄， 大部分是在我們內部 5. Clients assess ideas relatively not absolutely 客戶不會絕對的評估相關的 IDEA 6. Research can kill good ideas but it can also save them 調研可以殺死好的 IDEA， 但也可以拯救它。 :16:3320:16Jan2323Jan23 ? 1世間成事，不求其絕對圓滿，留一份不足，可得無限完美。 2023年 1月 23日星期一 8時 16分 33秒 20:16:3323 January 2023 ? 1一個人即使已登上頂峰，也仍要自強不息。 :16:3320:16:33January 23, 2023 ? 1意志堅強的人能把世界放在手中像泥塊一樣任意揉捏。 Communicatio 360度的傳播 ? Creates a Brand World which involves the customer 創造一個融入消費者的品牌世界 ? An experience of the brand, not just the delivery of a munication 品牌的體驗 , 非僅僅訊息的傳遞 Greater Involvement Is About 較強的融入度是關于 ? Intensity 密集度 A particular point of contact making the idea shine brighter and thus involving the customer more 可以讓品牌 IDEA發光的接觸點 , 同時讓消費者融入更深 . ? Interplay相互影響 Different points of contact working together for greater overall involvement 不同接觸點共同作用 , 以達到最大的融入度 . Multiple Connections 多維聯系 The idea connects with the customer in multiple ways creating a sensory surround IDEA以多種方式與消費者相連接 , 創