(精品)营销、攻关、表格 (2)

32pt Smallest 28pt,28pt Smallest 28pt,28pt Smallest 28pt,28pt Smallest 28pt,Heading 30pt,前 线 传 播,消 费 者 洞 察,Consumer Insight,FRONT,COMMUNICATION,什么是消费者洞察,?,What is an insight?,为何我们需要,消费者洞察,?,Why we need insight?,什么是好的消费者洞察？,What makes a good insight?,如何得出好的消费者洞察？,How to get insight?,消费者洞察是,.,An Insight is .,?,洞察是,An Insight IS ,英文字典说，,Insight,是看清,/,看入某一状况 的能力,The English dictionary says an insight is the power or act of seeing into asituation.,中文字典说，洞察是洞悉事物原委的观察,The Chinese dictionary says “Don Cha” is a sharp observation that see,through the surface of something.,See through,什么是,“,消费者洞察,”,?,你观察到消费者生活里的一些素材或想法,并且它们是,Relevant & Unexploited,消费者洞察是,What is a consumer insight?,消费者对品牌或产品或该类别的习惯、态度，可在广告传播中运用来激发消费者，使他,/,她动心,A consumer habit or attitude to the product,the brand, or the category that is motivating and,leverable,in copy.,在今日，只运用产品特性通常无法形成差异，激发消费者的选择,Product attributes often no longer sufficient to differentiate or motivatechoice.,消费者洞察是,A Consumer Insight IS .,一种突然的觉醒,A sudden awareness,某时刻，或某一刹那间的了解,A moment, or a flash of understanding,一个产品或品牌可以引发许多、许多的洞察,重要的是如何去分辨最具相关性最具激发力的洞察,A product or a brand can generate many insights - the trick is to identify the insight that is the most relevant and motivating.,它必需有明显的相关性,(,relevant),才能让许多人说“感同身受”,它必需无人触及过,(,unexloited,),才能让消费者说“那就是我的感觉！,没有人用这种方法说出来过！”,才不会让消费者说“陈腔滥调”,消费者洞察是,A Consumer Insight Is .,春天的故事,The Story of Spring,春天的故事,The Story of Spring,我是个瞎子,I am blind,.,春天的故事,The Story of Spring,我是个瞎子,I am blind.,现在是春天，而我是个瞎子,This is spring, and I am blind.,洞察力，就是找到,“,春天的意思,”,的能力,Instinct,Instinct,It feels right,杰出的广告必定因应一个清楚的消费者洞察而生,Brilliant advertising must be developed around a consumer insight.,为什么？,Why,为何我们需要,消费者洞察,Why We need Consumer insight,运用消费者洞察而产生的广告,Ads that leverage consumer insights,与你相关,(,relate),与你连心,(,connect),让你投入,(,involve),给你动机,(,motivate),洞察力能驱动广告的,insights drive relevance of ads,消费者洞察及创意简报,Insights and the creative brief,具相关性的洞察是联系产品特性，品牌承诺及定位陈述的最佳桥梁。它也是创意简报中的驱动元素,Relevant insights are the bridge or link,etween,the product attributes, product or brand promise and the proposition,or trigger in the creative brief.,一份创意简报可以详述主要的消费者洞察，以及洞察如何导到产品的定位及按纽,A good creative brief will always describe the key consumer insight, and will lead from that to the proposition/button.,黄页电话簿,(,Yellow Pages),美国,(US),只呈现黄页电话簿如何被使用，在家里会如何,用它,Simply reflects how YP are used, what happens to it in the house.,黄页电话簿,(,Yellow Pages),英国,(,UK),了解人们只在遇到生活中一些讨厌的事时，才会用电话簿，但用较具有相关性及激发力的方式呈现出来，通过诉求：黄页也可以让你了解在生活中较令人可喜的层面。广告激起了极佳的商业结果,understand the fact that people only use YP for the nasty things in life-but leverages this insight in a more relevant and motivating way, by saying that YP is there for the more pleasant things in life too. Commercial generated excellent business results for YP.,黄页,英国版的创意简报,Yellow Pages - UK Creative Brief,产品是什么？黄页上记录所有本区可以找到的商业服务,YP is a listing of all commercial services that are available in you area.,消费者：大部分人除非有急事，否则很少想到使用黄页,About the target audience most people never thinkto use their copy of YP unless they have an emergencyin the house.,定位,/,按纽,黄页在你身边，也可以帮助您做许多,“,生命中的美好事物,”,Proposition/Button The companies in YP can help youwith some of the nicer things in life too!,消费者洞察及创意简报,Insights and creative brief,为什么寻找消费者洞察是创意策略发展过程中的重要挑战？,Why should identifying the consumer insight be the critical challenge of a copy development strategy?,对准焦点在创意发展的过程,(,it focuses creative development),相关性回应而生,(,it drives relevance),节省时间,第一次就做对！,(,saves time - right first time!),消费者洞察的目的,Objectives of a consumer insight,提取对消费者了解的精华能够引发一个单纯的简报以及卓然出众,具有相关性的创意作品,洞察是,:,To pick the key nugget of consumer understanding that will lead to a single minded brief and outstanding,relevant creative work. Insights are:,单纯,(,single minded),激发人心,/,可执行的,(,motivating and actionable/,executionable,),长线或短线,(,long term or short term),情感或理性的,(,emotional or rational),消费者洞察,Consumer Insights.,来自特定的消费群,derive from and work against defined, specific target audiences,当广告意图改变行为,/,鼓舞行动时,角色益举足轻重,have a great role when advertising is trying to change/encourage behavior,判断消费者洞察,Judging Insights,怎么知道洞察好不好,?(,How do you know when an insight is good?),感觉上对,(,They feel right),消费者也同意,(,Consumers agree with them),符合这个品牌，并能提升它,(,They fit the brand and uplift it),“,判断,”,和,“,直觉,”,最重要,(,Judgment and Intuition are critical in identifying insights),什麽是好的消费者洞察 ？,What Makes A Good Insight?,令观者投入,(,be involving),“,它真了解我，说得太贴切了”,“我从没有这样过,.,但是这就是我的感觉”,“,Someones touched my heart.,”,有深度，不只是浮面的,(,Have depth, and not,be frivolous),看穿水面,不只是去重复消费者表面的行为，还要有看,穿表面的能力,什麽是好的消费者洞察 ？,What Makes A Good Insight?,可得到普遍大众的共鸣，而不是去夸大一个 人的观感,(,widely shared,not an exaggerated,perspective of one person),例子“第一印象最重要，特别在某些重要时刻”“我觉得脸上的粉刺一天比一天大，好像 有一天会长满我的脸”,什麽是好的消费者洞察 ？,What Makes A Good Insight?,能连结产品利益点及情感的需求,(,connect,product benefits to emotional needs),只有情感滥情,某些情感，在某种情境之下特别感人,情感必须能与产品现实面相连，才能达,到商业的目的,什麽是好的消费者洞察 ？,What Makes A Good Insight?,触及某种关键时刻,(,Moment of Truth),什麽是好的消费者洞察？,What Marks A Good Insight?,突然的觉醒,(,Sudden Awareness),最令人永 生难忘,在某些关键时刻，你会了解自己人生的某,些基本事实，才能达到商业的目的,不只是一个类比，或巧妙的比喻,(not just an analogy or nicely phrased,metaphor),“,每到下午的时候，周围的人几乎可以在,我鼻子上看见他们的倒影 ”,VS.,“,我的脸油得像煎蛋一样 ”,什麽是好的消费者洞察？,What Marks A Good Insight?,释放创意的可能性，而不是限制创意的呈现,Open up awareness for Creative, not,restrict them to a pre-defined idea,什麽是好的消费者洞察？,What Marks A Good Insight?,如何得到消费者洞察,How to get them,Observation -,观察力,Creativity -,创造力,观察力,Observation,与人谈话，观察人生,It has to do with talking,to ,and watching human,beings,or consumers.,巧克力的消费者洞察是如此产生的,The insight for chocolates,在会议室里,(,in a conference room),创意人员和很多的部门的成员,(,by,creatives,and other personnel who were also consumers),对别人的观察及知道的趣事,(,via observation and anecdotes),巧克力的消费者洞察是如此产生的,The insight for chocolates,在会议室里,(,in a conference room),创意人员和很多的部门的成员,(,by,creatives,and other personnel who were also consumers),对别人的观察及知道的趣事,(,via observation and anecdotes),把最棒的吃掉，剩下的才分掉！,EAT THE BEST,AND SHARE THE REST!,消费者洞察的本质,The nature of consumer insights,如此简单，却难以寻觅,So simple to recognize, but so difficult to find!,如何找到？,How to find insights?,如何选择正确而又有潜力的？,How to choose the right insights, with the most potential?,如何寻找有用的消费者洞察,How to find leverage insights?,质化调查,(,Qualitative Research),专门的调查,(,Dedicated Research),观察自己和周围的人群,！,observations of self and fellow consumer beings!,我们在寻找什么？,What are we looking for?,人性行为的一个层面,an aspect of human behavior,从消费者与该类别、产品，以及品牌关系衍生 而来！,springing form the consumer relationship with the category,the product or the brand,高度相关，高度激发，定以主导广告的创意,that is sufficiently relevant and,motivating to drive the advertising idea,消费者洞察的调查,Consumer insight research.,解构消费者与下列项目的关系,deconstructs the consumers relationship with,品牌,(,the brand),竞争品牌,(,competitors brands),产品,(,the product),类别,(,the category),消费者洞察的调查,Consumer insights research.,对特定的目标对象进行的调查,Research amongst defined target audience,引发消费者的讨论与互动，运用,Stimulate discussion and interaction with consumers via,产品认知图,(,product mappings),该品牌或竞争者的广告,(,brand and competitive advertising),品牌认知图,/,联想,/,拟人化,(,brand mappings/associations/personification,阶梯式,“,渐层,”,的技巧,(,laddering techniques),概念及定位,(,concepts and positioning work),刺探关系及情感,Probe for relationships and feelings,帮助引发洞察的好问题,.,产品,用什么做的？,从哪来？,谁做的？,怎么做？,到何处去买？,独特,/,平常,在市面上多久了？,常再哪看到？,第一次看到它是什,么时候？,使用,谁买？,谁用？,在购买使用前、中、,后，他们脑子想些什么？,其他人看得到他们购买,/,使用吗？,大部分人或很少人购买使用什,么样人用？,何时？何处？为什么用？,产品使用结合了什么样的价值,观，抱负或情感？,可能牵涉什么样,的趋势或议题？,品牌环境,多或少；突出或相似？,有名气？新不新？是不是很传,统？,本土化？有文化的？,国际性的？,人们对我们既有的认知或感觉,为何？,我们可能可以和什么样的趋势,，议题或话题相结合,消费者转换品牌的赌注是什么？,在此类别的广告是否凸出？或,者在策略，执行上都是相似的？,说话的语调为何？,我们过去广告里，有何正面,/,负,面的联想,Questions that help to generate insights.,The Product,What is it made,from?,Where does it,come from?,Who made/makes,it?,How is it made?,Where can you,buy it?,Is it exclusive,/commonplace?,How long has it been,available/made the,same way etc.?,Where do you see it?,How do you first,discover it,learn about,it?,Using it,Who buys it?,Who consumes it?,What goes through their,heads before,during and,after buying/using it?,Do others see them,buy/consume it?,Do most/few people buy/use,it?,What kind of people use it?,When,where,why,etc.?,What else do they typically,buy?,How does it fit into their,personal,social,roles/,relationships?,With what values,aspirations,emotions does it connect?,What trends and issues,are/could be involved?,Brand Environment,Lots or few;distinctive or,similar?,Is it Famous,new,traditional?,Local,cultural,international?,What do people already know/,feel about us?,What trend/issues/topics are,we or could we be linked to?,What entertainments do we fit,in with?,What is at stake for consumers,to change brands?,Is advertising for the,category distinctive or,similar in strategy,execution?,What is its tone of voiced?,Are there any elements in our,advertising history which,are positively or negatively,associated with us?,例子：江中痔康片,96,年底，江中推出一种新的痔疮药,痔康片,纯天然中药制成,内服治疗痔疮发作,功能特点：,“,凉血止血，清热解毒，润肠通便,”,为制定上市的行销及传播策略，委托华南市场研究公司在广州,/,北京进行痔疮药消费者的质化研究,痔疮患者座谈会和专业医生探访,奥美被邀请参加广告比稿，为此也在广州进行了一些质化研究,包括患者深度探访，患者座谈会和专业医生探访,奥美对痔疮患者的研究,痔疮对患者意味着什么？,难言之苦,什么是难言之苦？,不是什么大病，但发作时却让人有很大的痛苦,疼痛难耐，坐立不安，心烦意乱,痛苦即有肉体上的，也有精神上的,这种痛苦往往难以诉说和被人分担，患者必须自己默默承受,有一定程度的隐私性,对待这种病时，患者往往会感到麻烦，,一旦得了痔疮是不能根治的，只希望它少复发,目前的解决方案是发作时才使用外用药，虽然麻烦又尴尬，但只能如此，撑过再说,如何任用 “难言之苦 ”,“,难言之苦,”,反映出患者的内心需求：,被理解和解脱,策略：,江中痔康片帮你轻松化解痔疮发作的,“,难言之苦,”,支持点,从内部入手，在痔疮发作初期就把它从根源化解,中药提炼，清肝肠解毒，润肠通便，凉血止血,江中制药，品质保证,华南对痔疮患者的研究,关于患者对痔疮的感觉和态度,“ 痔疮是一种十分常见的多发病，大众对痔疮有了很普遍的认识，痔疮发作时患者感觉比较痛苦，但对患者造成的心理压力并不大。即使初发患者在不明诊断时有一定的恐惧感，但一经诊断明确，这种心理压力随之即逝。痔疮对患者带来不便，如忌口，行动时不方便，可以这样比喻：,痔疮就象一个人买了一双小一点点的鞋子，不影响外观，不动时没有不好感觉，但一走长路，就比较痛苦。,”,那么,如何任用消费者洞察 产生一个大创意,?,So, how do you translate an insight into a Big Idea?,有两种类型的大创意,Two Types Of big idea,执行性的大创意,big executional ideas,策略性的大创意,big strategic ideas,相应也有两种类型的消费者洞察,Two types of insight,两种类型的消费者洞察,Two types of insight,对消费者生活中与产品类,/,品牌相关的观察，从而导致形成一个独特的，强而有力的创意执行,Observations about consumers life in relation to the category/brand that lead to powerful individual executions,A Classic Example : Impulse,Female body spray brand founded on red roses and romance in the 1970s,“men cant help acting on impulse” when a beautiful girl breezes by,However, 1990s girl power means women no longer accept being shown as passive recipients of male attention,prepared to take the initiative,Need to find a delicate balance between being true to the brand (recipient of attention) and true to,consumer (deliberately attracting attention),一个例子：,Impulse,70,年代开始出现一些女性用体香剂品牌,洞察,:,“,当美丽的女孩从身边一阵风走过时，男人都禁不住会即时起反应,”,然而，九十年代的女性魅力意味着女人不再愿意被看作出被动地接受男人的注意,她们准备采取主动,需要在接受注意（品牌的真实）和有意地吸引注意,（消费者的真实）之间找到微妙的平衡,Some More Examples : Skincare,“Each new wrinkle,reminds me of how,much more I want,to do with my life”,“When my pores are,small I wont mind,if you stare at me -,even close up”,“First impressions,count, and blackheads,count against you.”,“I cant change my age,on my identity card, but I,can control how old I look”,“When I look at,myself, I wish,my eyes had a,soft-focus lens ”,“By mid-afternoon,people can see their,faces reflected on,my nose”,“,Why do I have to be a prisoner of the,sun I dont want to be completely,covered in,armour,whenever I go out”,两种类型的洞察,Two Types Of Insight,对消费者生活与产品类,/,品牌相关的观察，从而能导致形成一个强有力的创意执行,Observations about my life in relation to the category that lead to powerful individual executions,一个,“,Missing Link,”,，,它能导致建立一个新的策略性品牌定位创意,A missing link which establishes a new strategic brand positioning idea,某些“,Missing Link”,洞察的规律,Some Laws Of Missing Link Insights,它们让没有关联的事情之间建立联系,They make the disconnected connect,它们不是真正的,“,发现,”,They are not true discoveries,“You invent nothing. You rediscover what you have forgotten” Socrates,“Discovery is seeing what everybody has seen and thinking what nobody has thought” German idiom,它们在品牌和消费者之间建立起真正的共鸣关系,They establish a real complicity between the advertiser and the consumer,四种类型,“,Missing Link,”,Four Groups Of Missing Link,1.,关于人的,Tapping into what turns people on culturally, communally or individually,Bank Of China - Singapore,To young Singaporean Chinese, Bank of China was seen as the establishment bank for old-style Chinese,young Singaporeans are highly cosmopolitan; yet they still revere traditional Chinese wisdom and imagery, and the way Chinese do business,By appealing to this cultural other side, Bank of China successfully brought young Chinese into its franchise,三菱拖拉机,泰国,Mitsubishi Tractors-Thailand,In rural Thailand, institutional authority is regarded with disdain,the army and police force are routinely ridiculed for their incompetence in the local bars and clubs,Belief in widespread corruption and cronyism leads to an acute sense of self-dependence,Creating a concept of a ,superfarmer, marries the two themes perfectly, and forges a sense of tribal identity,British Telecom - Britain,To men, the phone is an instrument to deliver precise messages with a clear purpose : means to an end,lack of emotional gratification,perceive women to chat aimlessly,Habitually pay the bills, and perceive them to be higher than they actually are,causes acute resentment / guilt in both sexes, and less usage,Teach men to respect womens approach,to the telephone, and view the act of phoning,as giving pleasure : an end in itself,2.,关于产品的,Reinterpreting the way a product attribute is presented,四种类型,“,Missing Link,”,Four Groups Of Missing Link,Volvo 850 - Britain,Brand franchise built on safety; but,want to launch a high performance saloon,safety is very boring to new category target who enjoy the thrill of motoring,Opposite ends of the positioning spectrum create a difficult paradox,Resolve paradox by exaggerating both ends of the,spectrum : those people who value safety most are,those who (have to) take the most risks in life!,亚洲油漆,印度,Asian Paints - India,Paint brightens up homes everywhere,However, in India (a poor country), paint takes on an additional relevance as a symbol of prosperity,quality of home = quality of life,Identify with the myth of overflowing milk,to highlight the quality of the paint, and make it,an indelible part of the celebration of wealth,BUPA - Britain,Private healthcare advertising characterized by smiling faces in the recovery ward,Attitudes to BUPA highly positive, but sales under-performing claimed usage,people only think of their health when they are ill (but BUPA is an insurance product & can only be bought when you are healthy!),Rather than focus on cure, create a notion of,positive healthcare- encourage people to value their bodies more (a bit like a treasured motor car that needs regular servicing),四种类型,“,Missing Link,”,Four Groups Of Missing Link,3,.,关于问题的,outmanoeuvring,a problem,by illustrating a alternative solution,黄油协会,英国,Butter Council - Britain,For years butter was losing out to spreads on key discriminators of convenience, health and price,its key positive, taste, ranked only fourth,By addressing its negatives, the Butter Council merely reinforced peoples perceptions,you cant use logic to overcome an entrenched rational negative,Repositioning butter as one of lifes simple pleasures raised the importance of taste, and switched consumer evaluation to emotional issues,WWF Tiger Conservation - Overseas Chinese In Asia,Conservation advertising traditionally focuses on,irresponsible / greedy human action,futility of the desecration in improving quality of life,WWF Tiger Conservation - Overseas Chinese In Asia,Conservation advertising traditionally focuses on,irresponsible / greedy human action,futility of the desecration in improving quality of life,But, little impression on overseas Chinese,traditional medicine important part of traditional culture,quality of human life more important than sparing animal life,Work with the logic (not against it) by pointing out,how the loss of the tiger would impoverish the lives,of their children!,四种类型,“,Missing Link,”,Four Groups Of Missing Link,4.,关于承诺的,changing the nature of a brand proposition to make it seem bigger,IBM,互联网,日本,IBM Internet - Japan,For the Nagano Olympics IBM introduced a 24 hour, global news update on the internet,main advantage is coverage of all sports / participants,However, secondary advantage of the interactive nature of internet proved the killer app,creating a dialogue between athletes and supporters,Creating a pen-pal service encouraged ordinary Japanese to follow the fortunes of their adopted,athletes (from training to selection to participation).,IBM image soared, and traditional Japanese reluctance to use the computer was overturned.,Insights cannot be systematically mined in research; you stumble across them!,facts have no human dimension: truth is pure instinct,Insights builds on human introspection and curiosity; it is a very powerful force,Insights switch focus from problem to solution,Insights almost always reposition your competitors,Insights are always obvious in hindsight,use this factor to judge your insights!,Some Final Thoughts,消费者对痔疮的感觉及处理,它是不可告人的隐疾,发作时疼痛难耐，坐立不安，心烦意乱,一旦得了痔疮是不能根治的，只希望它少复发,目前的解决方案是发作时才使用外用药，虽然麻烦又尴尬，但只能如此，撑过再说,其实痔疮要发作，好象都有预感,.,华南的研究结论,目前市场上痔疮药品牌比较多，但各品牌优势不明显,与会者对痔康片的概念（,B,）,接受程度十分高，普遍认为痔康片上针对轻中度痔疮患者的，与会者推崇纯天然，但对其真实性有怀疑,专业人士认为没有必要把痔康片分为内痔、外痔，因为痔康片的止血效果并不具备优势，通便、清热、解毒之功能对内外痔均十分必要,对痔康片的包装设计接受程度十分低，普遍认为包装不能与概念相配，应突出,“,纯天然中草药,”,和,“,新药,”,特色，但亦不太华丽,对价格的接受程度集中在,10 - 30,元之间,概念卡,B,目前有一种治疗痔疮的口服新药，它是由纯天然中草药烯莶草和金银花等制成，具有凉血止血，润肠通便，消肿止痛之功效，适用于治疗轻度和中度内痔，服用后可以迅速止血，消除肛门肿痛，下坠感，还可以润肠通便，预防和消除痔疮的主要病因,便秘，达到标本兼治的目的。,此药为口服片剂，铝塑包装，服用和携带都很方便。轻轻松松治痔疮,口服每天,3,次，每次,3,片，,7,天为一疗程，一盒,36,粒装,华南的建议,定位于轻中度痔疮患者，作为急性发作期的辅助治疗之一，作为发作前后的预防和维持用药,突出,“,纯天然中药,”,和,“,新,”,的产品形象,加强对医生的宣传工作，可以用样品发放形式，让医生处方痔康片，引导消费者,重视单位医务室和药店的促销，营造,“,纯天然,”,和,“,新药,”,的销售气氛,突出,“,润肠通便，凉血解毒,”,之功效，宣传痔康片可以使每个人,“,能吃想吃的东西，能到想到的地方,”,这个利益点,以电视广告为主要广告手段，重视地区媒体接触习惯的差异,奥美对痔疮患者的研究,研究目的：找到一些对痔疮患者有洞察力的透彻理解,(,insight),，,以便用最有效的策略和最具有冲击力的创意去打动患者，让他们考虑用痔康片对付痔疮,研究方法：从专科医生和患者两个角度来了解消费者，包括座谈会和探访,研究内容：主要集中在患者的身理和心理感受，患者对付痔疮的行为和态度，以及使用痔疮药的习惯和态度上,创意发展调查的角色,Role of creative development research,确认哪一种创意途径，将此洞察的潜能发挥到极致,To identify which creative route,maximises,the potential of the insight,概念,(,adcepts,),脚本,(,scripts/storyboards),通常在,“,洞察,”,已出现后，才举行,Normally done after insight has been found,