【广告策划PPT】苹果乔布斯生涯介绍.ppt

The Life of Steve Jobs,Young Steven Jobs,Born on February 24th, 1955 in San Francisco, California Put up for adoption a week after birth Adoption was finalized under the condition that Steven would attend college,Education,Skipped 5th grade Took his first electronics class in high school After school, attended lectures at the Hewlett-Packard company where he met Steve Wonzniak during work,Education (Cont.),Graduated high school in 1972 Enrolled in Reed College in Oregon Dropped out after one semester Slept on his friends dorm room floor and dropped in on classes of interest,The Beginning of A Career,Returned to California in 1974 and was hired as a technician for Atari Attended meetings at Wozniaks “Homebrew Computer Club” Steve convinced Wozniak to work with him in building computers,Apple,Born on April 1st, 1976 Apple I designed and prototype built First single board computer with built-in video interface,Apple (Cont.),Apple II designed in the following year Operating System loaded automatically Smaller Components & built-in circuitry In 1976, Jobs looked to hire a public relations agency to help advertise,Smooth Sailing,Most investors turned Apple down Retired Intel executive Mike Markkula decided to invest Markkula became chairman of Apple in May 1977,Smooth Sailing (Cont.),Became publicly traded company in 1980 Launched LISA in 1983 First commercial computer to use GUI Unpopular due to its few software programs and high price,Smooth Sailing (Cont.),Macintosh created to compete with PC Marketed for friendliness, not just a mindless machine Very popular sold approximately 70,000 Macs in the first 100 days,The Downfall,Sales began to plunge Wozniak quit Apple in 1985 Board members of Apple met on May 28th, 1985 and each voted on the removal of Steve from the company,Still Looking Up,After taking time off, Jobs wanted to get back to Apple and his love for computers Decided to start his own company Founded NeXT Computer in 1989,Still Looking Up (Cont.),NeXT turned a profit for the first time in 1992 NeXT software needed to be made more reliable and compatible for consumers Company slowly starts going downhill,Still Looking Up (Cont.),Jobs was criticized for wasting money that belonged to the company in 1993 Closed a NeXT factory in that February Laid off half of the employees and stopped making computers,Still Looking Up (Cont.),Jobs had to make drastic decisions Microsoft purchased NeXT software Microsoft came up with $150 million to stake in Apple Saved a dying company.,Still Looking Up (Cont.),Jobs management style had drastically changed Relaxed and was open to suggestions Employees commented that Jobs made experimenting with electronics fun,Still Looking Up (Cont.),Jobs began looking into alternatives to Object Linking and Embedding Created OpenDoc Jobs was very serious about this,Still Looking Up (Cont.),NeXT STEP software was being turned into Mac OS X Under Jobs guidance the company increased sales Introduced the iMac and other new products,Still Looking Up (Cont.),Jobs held the title of ICEO Very influential impact on the Apple company By the year 2000, he created even greater advances in new technology,The New Beginning,In early 2000, Pixar leads animated film industry Later that month, Jobs announced his return to the CEO position Insisted on keeping his $1 annual salary,The New Beginning (Cont.),Although his salary was low, the company granted him ten million shares of Apple stock worth hundreds of millions,The New Beginning (Cont.),First project as CEO was the G4 Cube Was too expensive and didnt satisfy a certain market Lasted only twelve months in Apples line-up,The New Beginning (Cont.),The next step for Steve was his newest operating system, Mac OS X The future of Apple,The New Beginning (Cont.),Apple wanted software to sync up digital devices Was turned down by most companies Jobs took matters into his own hands and created iLife suite.,The New Beginning (Cont.),In 2001, Jobs opened Apple retail stores so customers could: Try out computers Test software Meet with salespeople This was a large risk but he knew that people would want to buy them,Portable Audio Revolution,Less than a year after iTunes was released, Apple released the iPod Originally only for Mac users In July 2002, the new iPod was available for Windows users as well Sales skyrocketed and 75% of MP3 players are iPods,Portable Audio Revolution (Cont.),In eight weeks, five million songs were sold on iTunes Took over 80% of the legal music downloading market,More Successful Changes,June 6th, 2005, Jobs announced switch from PowerPC chips to Intel chips. This would conserve energy on PowerBook and iBook,More Successful Changes (Cont.),October 2005, 5th generation of iPod was introduced Could play music videos and TV shows Jobs announced the opening of the iTunes video store,Pixar,Pixar was Jobs second company Swept the box office with its animated films On January 24th, 2006, Disney bought out Pixar for $7.4 billion,Conclusion,Despite a recent scare with pancreatic cancer, Jobs is back in health and doing just fine Jobs is an influential man who learned from his failures and gained maturity from them True role model,针对性提供大量房地产珍贵专业资料，详情请登录网站。,针对性提供大量房地产珍贵专业资料，详情请登录网站。,TOP INTERNATIONAL CITY,XXX.XX国际 2005推广策略 ,我们2004年做了甚麽？,2004年11月开始销售，销售中心，围墙、户外广告牌、房交会、楼体灯光字的使用、三维动画片的制作、样板房开放，项目高端形象的建立、地段价值与投资价值的传播，项目的核心卖点一一闪亮登场。,XXX.XX国际的 整体战略、销售情况、项目形象来看， 2005年都将是XXX.XX国际的项目品牌年、销售冲刺年。,通过之前我们所做的工作可以得出,我们目前还有优势吗？,XXX.XX国际现在状况：,地段优势与价值客户尽知 公寓价格已经不具备优势，写字楼蓄势待发 公寓部分买家投资的目的性很强 推广三个月，新鲜感不再强烈 好的海景单位都已消化完，市场在观望（公寓部分）,我们明年要做甚麽？,进一步阐述 “世界为我所用”， “CBD核心贵族商务” 根据项目2005年的推广节奏安排，再次赋予新的变化与新的内涵。 这就是我们的主要方向。,如何吸引新的客户？,以前没有全面了解XXX.XX国际的客户群，或是没有继续留意XXX.XX国际的购房群。（主要除市南区外的XX客户及省内外客户群体）,由于XXX.XX国际已经有相当一部分老客户群，而且优越的位置、完善的设施已经让老客户非常自然地，把自己的物业介绍给朋友，新客户群因此产生，其将成为2005年一种重要的销售方式。, 老客户的生活圈：, 新客户：,得到充分的心理满足，和价值认同度，促成免费的售楼顾问。 方式1：在省电视台播放项目的形象广告，形成的广泛的项目高端形象，使其购买行为得到最大限度的认同和心理满足。 方式2：有奖带动的形式，老客户带新户购买XXX.XX国际可以获得一定利益，新客户购房可以享受一定额度的折扣。,如何让老客户带新客户来？,重新积累新客户资源,开始项目的二次传播攻势 扩大传播范围 增加传播手段 利用季节优势 重点诉求核心利益点,2005全年推广策略布局,5、6、7、8、9、10月份以写字楼推广为主,一、二月 消化公寓客户,三、四月 开始写字楼预热 公寓再掀热潮,五月 写字楼强销期开始,六月 写字楼强销期 24小时商务概念,七、八月 写字楼续销期 24小时商务概念,九月 写字楼续销期 商务投资概念,十月 写字楼消化期 商务投资概念,12月份推广计划,一、二月 消化意向客户,以公寓推广为主（地段价值、精装修）,楼体广告、围墙、电视、报广,此期间须完成事项： 农历春节前增加2期报广 以配合销售圆满地告一段落及春节贺岁。 预定山东卫视广告时段，在春节期间播出项目形象广告。 预订机场广告牌,推广主题：,推广手段：,34月份推广计划,三、四月 公寓再掀热潮,以项目实际核心卖点诉求打动消费者,开始商务概念的预热,精装修品牌、城市景观样板房地热系统,推广主题1：,推广主题2：,此期间须完成事项： 发布机场广告牌 现楼样板房完成 电视广告制作及发布 新锐杂志副刊完成 招商周刊做主题营销 房交会参展，积累客户 DM重点直邮 楼书制作完成,半岛都市报、户外广告、电视广告、房交会、报道,推广手段：,XX的城市地位、商务前景、项目的形象价值、投资价值（新闻报道、报纸软文形式）,房交会 热点战,4月份是地产上半年最大的节点，5月1-7日为长假，春季房交会同样在4月，其成为我们11月开盘后，最好的新客户积累期；,2005年房交会，由于现场展示中心、楼体、示范环境、样板区展示实景已经全面出现，全面展示实景楼盘是我们的目的； 与房交会协商组织一个XX房地产楼盘评比，争取几个较好的楼盘称号如：最诚信楼盘、最具投资价值楼盘等等，有利于项目的报道与推广。,一定要最好的位置，一定形成展位最亮的点； 一定要最好的展位设计，让人们感受XXX.XX国际的变化； 一定要展场外唯一的楼体大条幅，到现场就能感受鲜明的个性； 一定要房地产会刊的封面及P2-P3，全面控制资料的最亮点； 一定要搞掂记者，我们同样是地产房交会最亮的点；,攻击目标：,攻击核心：,攻击概念：,这个阶段公寓推广为主，主要以诉求实卖点为主。 写字楼推广为辅，开始进入“24小时全球商务”概念的前期预热阶段， 主要以代表高端形象的虚卖点为主，为5月进入写字楼的强销做准备。,XXX.XX国际,1、2、3、4月份推广目标,5月份推广计划,五月 写字楼强销期,24小时全球商务模式及项目商务形象,小开间写字楼,半岛都市报、户外广告、电视广告、航空杂志,24小时商务概念阐述、全新概念颠覆XX市场,推广主题：,目标客户2：,推广手段：,成长型中小企业、外贸企业、物流企业、投资客,此期间须完成事项： 更换楼体灯光字 更换户外广告信息 电视广告省内外发布 航空杂志重点出击 滨海花园一期条幅出街 推广重点从公寓转为写字楼,30层以上整层消化的大客户，,目标客户1：,外来国有企业、大型民营企业、外资企业,5月份阶段推广主题,XXX.XX国际24小时全球商务模式,XXX.XX国际引领XX商务模式,“,“,6月份推广计划,六月 写字楼强销期 24小时商务概念,24小时全球商务模式、项目商务形象建立,半岛都市报、齐鲁晚报、电视广告、招商周刊,详细阐述24小时商务、与项目卖点结合传递概念如： 滨海CBD概念/景观/大堂/等,推广主题：,推广手段：,此期间须完成事项： 招商周刊媒体商务论坛 山东卫视电视广告 齐鲁晚报全省宣传 写字楼封顶宣传,1、招商周刊发布四个硬性广告，结合项目卖点 2、同时由招商周刊记者采访XX及全国权威经济学家对24小时全球 商务模式进行专家论证； 3、以硬广与软文相结合的形式，阐述中小型企业创业应注意的事项 以及在全球化浪潮下应选择怎样的公司运作模式，打响项目知名 度。,XX作为中国最具经济活力的城市之一，其经济外向型特征较明显，因而就产生了大量的创业型中小企业，其公司运营性质具备全球性，24小时商务在线是必备商务办公条件。XXX.XX国际所提倡的24小时全球商务模式恰恰是其所需，能够获得他们的认同。,招商周刊 媒体论坛,攻击核心：,攻击目标：,启动政府高度，举办记者新闻发布会，让媒介首先了解XX的整体规划； 以主流媒介（半岛都市报）为核心点，铺天盖地的造势，形成CBD滨海地带国际商务的规模性推广，全面启动滨海热点； 通过滨海规划、政府引导、媒介造势，一定要让体现滨海CBD商务才是XX的未来，一定要让消费者了解XXX.XX国际是XX国际化商务的明天；,市南区政府本身就在全力推动滨海商务区，政府本来就想启动滨海的关注力；,方式：,前提：,把握4月份后期的春季房交会、五月份旅游经济的东风，销售推广重点开始从公寓转向写字楼；因此这二个月是项目写字楼部分在XX商务市场的冲刺时期，一定要加大推广力度，加大推广投入。 写字楼市场前期的形象建立对后期销售至关重要，因为写字楼买家是纯粹的理性消费者。,XXX.XX国际,5、6月份推广目标,7-8月份推广计划,七、八月 写字楼续销期 24小时商务概念,写字楼具体卖点阐述,在XX，XXX.XX国际是高端商务的代表,针对小开间写字楼，有针对性的诉求投资概念， 为消化小面积写字楼做有利支撑。,商务服务/会所/电梯/分户式空调等,推广主题：,客户分析：,投资分析：,经过比较十多家写字楼，XXX.XX国际无论是从地理位置、配套设施等方面都是XX商务至上之选,此期间须完成事项： 招商周刊媒体商务论坛 秋季房交会准备参展 项目开始落外墙，实体攻击开始,房交会 热点战,8月底的房交会是地产下半年又一个最大的节点，10月1-7日为长假，秋季房交会是项目在下半年进行新一轮销售重点时期；,2005年春季房交会以公寓为主，写字楼为辅的销售配合，到秋季改为写字楼为主，房交会除了展示形象卓尔不凡的形象外，还是重点展示项精装修的品牌组合，以消费者以高楼楼盘的支持点。,还是一定要最好的位置，一定形成展位最亮的点； 还是一定要最好的展位设计，让人们感受XXX.XX国际的变化； 还是一定要展场外唯一的楼体大条幅，到现场就能感受鲜明的个性； 还是一定要房地产会刊的封面及P2-P3，全面控制资料的最亮点； 还是一定要搞掂记者，我们同样是地产房交会最亮的点；,攻击目标：,攻击核心：,攻击概念：,9-10月份推广计划,写字楼具体卖点阐述,半岛都市报、楼体外立面实体攻击,人性化商务/精装修/厨房/洗手间/物管服务,推广主题：,攻击手段：,此期间须完成事项： 结合十月黄金旅游时期 山东省媒体（电视、报纸） 航空杂志广告,九、十月 24小时全球商务,从7月份开始，项目开始进行外立面施工，出外立面施工阶段是写字楼推广最具市场震撼力的时候，因此前三个月推广在媒体上可以节约一部分，前期的形象建立，与楼体外立面相呼应，将会在市场上形成一个销售高峰期，十月份又是XX的黄金旅游季节，全国特别是北中国很多人来XX旅游，因此在这个时期须多应用覆盖面比广，而且针对性较强的航空杂志进行广告宣传。,XXX.XX国际,7、8、9、10月份推广目标,商业裙楼推广计划,国际商务商业群,香港中路最后的商业旺地,大集团客户为主、投资客,商业配套的完善有助于项目定位清晰化,景观、规模、配套,推广主题：,客户来源：,攻击目的：,银行、数码、餐饮、康体休闲等,推广时机：3-10月份 推广条件： 前期招商要完成 引进银行、数码等主力店后 针对餐饮、康体休闲的商家进行 点对点营销，广告公司配合 进行招商手册或产品手册的设计及规划工作。,The end! THANKS!,