資料不足怎麼提案?從 TA 日常習慣梳理脈絡

以國際知名美妝品牌年度比稿案為此案例分析的例子,從接下客戶 Brief、溝通主軸發展到媒體計畫擬定,該如何定調消費者痛點,用提案讓客戶買單?希望學員透過這堂課,在日常提案能增加靈感,提升提案的戰力

4 videos・0h 50m
Language: Mandarin
Videos and infoShow info
Ep1. 思考客戶 Brief 製造提案亮點14m 10s
以國際知名美妝品牌為此案例分析的例子,從客戶 Brief 思考想他們想達成的目標,進而發想提案內容去為品牌找到消費者訴求及規劃行銷波段操作。
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Ep2. 從資料發展溝通主軸15m 55s
想搜集資料,只需要把消費者放在中心思考,就能步步推敲出精準的媒體管道及溝通訴求;同時透過消費者研究及調查報告得到 TA 設定的相關靈感。
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Ep3. 從溝通主軸發展媒體計畫 15m 16s
資訊量多的提案,如何開始?用行銷架構梳理邏輯,將想溝通的重點簡明扼要傳達給客戶,並針對波段規劃,將媒體計畫放置進來。
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Ep4. 提案回顧與建議 5m 36s
總結提案的 3 大重點,提醒大家多觀察目標受眾生活的一切,這些都是靈感與資料方向的重要來源。
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What you’ll learn
  • 如何從客戶 brief 創造提案亮點
  • 如何搜集提案資料,發展溝通主軸
  • 從溝通主軸發展媒體計畫
  • 提案實戰的建議
Who this is for
  • 不知道怎麼說服客戶買單
  • 找不到資料佐證自己的提案想法
  • 對提案沒靈感、想不到創意
  • 提案邏輯前後無法連貫

Start learning now

Discover any skillset and the latest trends with sofasoda

Before you start

以國際知名美妝品牌年度比稿案為此案例分析的例子,從接下客戶 Brief、溝通主軸發展到媒體計畫擬定,該如何定調消費者痛點,用提案讓客戶買單?希望學員透過這堂課,在日常提案能增加靈感,提升提案的戰力

More
Reviews

剛好不太會提案,老師完整的提案架構解決我的困擾,也順利獲得主管認可

Meta, 2022/06/25
Warren Chang

Warren Chang

Vice President of Digital Transformation|CloudAD
About Warren Chang

曾服務 McDonald's、Johnnie Walker、Shopify 等國內外知名品牌,擁有廣告代理商、數位行銷代理商、數位媒體代理商三大經驗。擅長以成效為起始,結合創意思維,完成品牌的目標,從策略源頭到行銷溝通,每個環節皆緊扣彼此,創造全方位的解決方案。
產業經驗多元,包含電子商務、速食產業、保險銀行、寵物健康、消費食品、汽車產業等。

What you’ll learn
  • 如何從客戶 brief 創造提案亮點
  • 如何搜集提案資料,發展溝通主軸
  • 從溝通主軸發展媒體計畫
  • 提案實戰的建議

Start learning now

Discover any skillset and the latest trends with sofasoda

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