Victoria’s Secret Objective.ppt
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1、Victorias Secret: Objective,Get men to buy womens underwear 让男人去买女人的内衣.,as gifts for women 作为给女人的礼物,So where can we find attentive men? 哪里可以找到专心的男人?,And now for something completely different,Fashion show 时装秀,Webcast 网络,Superbowl ad Superbowl 广告,Do a worlds first and publicise it 开创先例,并且 让公众知道,Lead
2、Ideas,Intensification by weaving the ideas together将不同的IDEA组织在一起,Publicise unheard-of response to worlds first online fashion show advertised during the SuperBowl 在Superbowl期间发布广告, 告知公众世界上第一个网上市装秀,Problem: response levels crashed the system! 难题: 系统崩溃!,Summary小结,Interplay and intensification improve
3、results 相互影响和强化提升最终结果 Brand World is a sensory surround that maximizes involvement through picking points of contact which will intensify involvement and working the interplay between them 品牌世界时一个感觉的世界, 它通过选择不同有相互影响的接触点,加强消费者对品牌的投入度 Day in a Life, Snap, Points of Contact and the Strategic Impact Mat
4、rix are 360 tools 各种360度思考的工具,Group Exercise 3 分组练习,Go back into your groups 回到你的小组 Explore the Brand World for your brand 发掘你们品牌的品牌世界 Generate Points of Contact options and evaluate them using the Strategic Impact Matrix 产出接触点并运用策略矩阵加以评估 Report back in one hours time 1小时后报告,Conclusion 结论,Discovered
5、 the Challenge facing the brand in a 360 Degree way,Described the Brands DNA,Challenge 挑战,BrandPrint 品牌写真,Brand World 品牌世界,Created a world which maximises the interplay between the brand and its customers at various points of contact,What We Have Done 我们学习了什么?,Idea,Brand Audit 品牌检验,Brand Scan 品牌扫描,P
6、oints of contact 接触点,Gathered, ordered and interpreted information about the brand in a 360 Degree way,Understood the unique relationship between the brand and its customers,Defined the areas where the brand can intensify the impact it has on peoples lives,How We Got There 如何得到?,Sequence 顺序,Brand Sc
7、an 品牌扫描,Brand Audit 品牌检验,Points of contact 接触点,Challenge 挑战,BrandPrint 品牌写真,Idea,Brand World 品牌世界,Executions 执行,Why We Have Done It 为什么我们这样做?,Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点, 创造可以让品牌前进的伟大IDEA Selected the riche
8、st points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点, 让我们将力量集中在那里,Thus 因此,Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of market share, profit and share price 提升客户的价值,通过市场份额、利润和股价 Added future Client value by
9、driving new opportunities 通过驱动新的机会增加客户未来的价值 Allowed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报,Why We Have Done It 为什么我们这样做?,Created great ideas that move our brands ahead at each point of contact between the brand and its customers 在品牌和消费者的每个接触点, 创造可以让品牌前进的伟大
10、IDEA Selected the richest points of customer involvement on which to focus our efforts 选择消费者投入度最高的接触点, 让我们将力量集中在那里,Thus 因此,Improved the relationship between clients and their customers 提升客户和他们消费者之间的关系 Increased Client value in terms of market share, profit and share price 提升客户的价值,通过市场份额、利润和股价 Added
11、future Client value by driving new opportunities 通过驱动新的机会增加客户未来的价值 Allowed us to be well paid for using our creativity in the pursuit of this cause 让我们有更好的回报,Was It Worth it? 它值得吗? Is there a 360 Degree Plus?,Is there interplay between the elements? 在主要元素健是否有相互影响? Are we intensifying the idea? IDEA有
12、增强吗? Is it practical and affordable? 它实际吗?负担得起吗? Will it build the brand? 它是否会建立品牌?,If not start again,Putting It All Together 将所有的东西放在一起,Draw a map to show how everything fits together 画个图看一下,每件事如何相互配合 Think how you can communicate to your client in a compelling way 想一下, 如何与你的客户沟通,Current Retrospec
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