November 8,2009
TWO DATES OR LESS
清單有哪些呢?
25個最熱門的必備條件
| 25個一般人最不能忍受的
|
November 7,2009
品牌是有關消費者體驗的規劃
http://anidea.com/strategy/charting-a-shift-from-communications-to-services/
http://anidea.com/strategy/tired-of-getting-burned-out-yeah-us-too/
經營品牌的思維已經改變,讓消費者買單你的品牌精神,不是只有產品。要去塑造品牌Reasons To Be,不是從既有的東西找Reason’s To Believe。傳播不是傳播一堆訊息,而是要回歸到品牌體驗。
The new marketing is about creating 360⁰ brand experiences, not messaging. Consumers should buy into to your brand’s ideas, not just your product. Instead of defining “Reason’s To Believe”, you need to define “Reasons To Be.”
在John Grant在2006年所寫的書 “Brand Innovation Manifesto,” 裡面有一個對Starbucks品牌的描述圖,雖然缺少了數位這一塊,不過基本上將Starbucks的品牌層面描繪出來。

經營品牌的目的是to drive advocacy。消費者購買後,喜不喜歡此品牌?願不願意繼續投資時間與金錢在該品牌上?願不願意告訴朋友這個品牌很棒?
傳統廣告的模式,不管是提供訊息或是娛樂,都會逐漸wear out。數位的好處是可以很動態的、不斷update。好的行銷活動會在一個「系統」上運作,讓消費者在購買後還可以持續被照顧到。
Users become part of a larger system that deepens their engagement with the product and the Brand. The product becomes the key entry point in a social system that extends the engagement with the brand, and drives interest beyond the point of purchase.
就譬如目前電子書的大戰,Amazon的Kindle或許在技術規格上輸別人,但是它賣的不只有那台機器,還有背後相關的social system,如果你想要借朋友電子書,那你可能要鼓勵你朋友買Kindle。
另外一個好例子是Bobbi Brown的官網不只有瀏覽以及購買商品,消費者可以即時得到專業化妝師的建議,建立起消費者對品牌的信任,而不是靠廣告來建立信任。
Cosmetics’ manufacturer Bobbi Brown designed their website to foster a connection between the brand and the consumer. Instead of visiting the site only to browse and purchase products, users can connect in real time and receive makeup advice from professional artists. This deepens the engagement for the consumer and builds a relationship built on trust, not on commerce.
萬聖節最酷的商品--棺材
總共有15款棺材可以選擇(請點),訂購之後24小時就可以收到。
Walmart slogan 原本為 Save Money,Live Better,可愛的消費者後面加上Die better。更有些消費者開玩笑寫些reviews,如下(目前已經被Walmart刪除):
I picked one up to bury my cat in. Other than having room for about 100 cats, it worked well. Oh, had to dig a really big hole too, and that was rough on my back. But at least when my dog dies I can just open 'er up again and stick him in too.
對媽媽來說,offline的朋友仍具左右品牌選擇的影響力
原文是研究媽媽這個族群,美國媽媽最常用facebook,高達81%,但是只有24%使用它來獲取產品訊息。
A whopping 81% of moms use Facebook, but again only 24% use it for product information.
雖然媽媽是很熱衷網路使用者,但是當他們要作購買決定時,仍喜歡先問家人或朋友,不管透過電話、email或是親自面對面詢問。也就是offline消息來源影響力大於online。
while moms are avid web and social-media users, they still turn to family and friends first, whether by phone, e-mail or in-person, when making decisions about product purchases.
如果要用網路找某品牌的訊息時,高達80%的媽媽會去官網查詢,以及65%的媽媽會訂閱電子報服務。也就是說social media的用途是for fun跟社交,不是用來找品牌資訊的。媽媽們會說:"I'm not in the mood to have a conversation about a product. But when I am in the mood, I'll go directly to that marketer."
另外一個九月的調查發現只有1%的媽媽認為部落格是溝通品牌的有效工具,比較有效的作法是給予產品samples(47%)或是折價券(40%)。
A September online Prospectiv study found that only 1% of moms surveyed thought blogs were the most effective way to promote a brand, while almost half (47%) cited product samples offered online, and another 40% said coupons were better ways to plug a product.
或許媽媽們會先自己在網路上搜尋資訊,然後再去詢問自己信任的家人或朋友吧!文章末尾說:媽媽們可能在offline的對話中,是聊到online的消息呢!

Red Bull Soapbox Race Campaign 肥皂車競賽
Red Bull 這個提神飲料(energy drink)廣告訴求上常與極限運動作結合。從2006年就開始的"soapbox race" campaign 肥皂箱賽車競賽(歷年比賽的官網),這一次的campaign有實體競賽與網路競賽,傳播方式如下:
實體競賽:Los Angeles
於8/19/2009在Atlanta以及9/26/2009在Downtown LA的兩場比賽,沒有任何燃料動力,而完全是用人力。
The Soapbox car race is to be held in Los Angeles. This event of motorless car racing is one of the funniest human powered car race event.
有40個隊伍參加,自製的各種趣味車子,重點不在速度或贏,而是各種趣味的翻車鏡頭,可以點選以下影片觀看http://us.wannahaves.com/item/babef39a/a/red-bull-soapbox-race--worst-crashes。
另外,參加比賽者也將自己製車的過程以及心得在網路上傳播。
網路遊戲:全球玩家一起玩。在八月初就有此款遊戲,玩家可在車庫設計自己的3D賽車(home-made),可以挑選跑道,以及邀請朋友一起比賽。下面的youtube是promo。另外,也可以看設計者Less Rain Blog的介紹。
iPhone 遊戲
可直接觀看遊戲youtube介紹
有意思的BTL campaign:
以色列用小預算作的游擊戰役(guerilla campaign),將不能動的日常物品,加上輪子。
Earlier this month ad agency, Avraham, Israel produced a low budget yet creative guerilla campaign to promote the 2009 Red Bull Soapbox Race in Jerusalem. [Because Red Bull and driving home-made vehicles make for a great combination]. In order to grab the public’s attention, they placed a set of branded wheels on a number of random [non-moving] objects like benches, tables, bins, and boards.

November 5,2009
數位跟傳統廣告公司之爭
http://adage.com/digitalnext/post.php?article_id=140166
http://www.revolutionmagazine.com/news/964347/Agency-bosses-old-change-resistant-claims-Sorrell
這篇Why Digital Agencies Aren't Ready to Lead引起很大爭議性,簡單說傳統公司具有「老」「舊的但熟練的marketing知識」,而數位公司是「年輕的」「比較偏向執行面的思考」。而一個客戶需要具有對品牌的深度經營,但是也需要翻新溝通手法。所以,廣告公司需要在傳統知識跟新知識之間求得平衡。
文中也提到一件事情,傳統公司因為瞭解客戶比較久,IMC行銷整體操作面也比較熟練,意味業務就已經要花很多時間處理了,沒有多餘的時間來學習數位。另外,數位公司所執行跟規劃的也是很細的工,也要耗費很多的時間。兩種公司的型態都各自被手上的事務卡死。
<數位公司在美國的現況>
- 在美國,除了R/GA這家公司外,沒有其他數位公司可以坐在客戶的董事會會議室。
With the exception of R/GA, there is no other digital shop or agency that has or can consistently take a seat, and a leadership role, in the client's boardroom. - 因為網路變化太快,所以數位公司需要跟上,所以要建立一個固定的工作或思考模式比較難,大部分是鬆散的扁型蟲組織(所以每個人都可以跟CEO共事)。
Digital Media agencies are young (for the most part). Most importantly, I think, is that digital media agencies HAVE TO keep up with changes. There can be no complacency because the digital world is changing so quickly. Establishing practices and procedures is hard to do when there is a new social networking site every few months. It's a lot to stay on top of. - WPP集團總裁Sorrell批評儘管網路成長快速,但是品牌只有花約13%的行銷預算於網路上。他說:以後WPP不是廣告公司,而是將科technology技放在發展的中心。
Delivering the opening keynote session at ad:tech New York, Sorrell criticised brands for investing an average of just 13 per cent of their marketing budget online despite the rapid increase in digital media consumption.... Sorrell claimed that WPP is "certainly not an advertising agency any more" and insisted that "technology is at the centre" of its development. "The companies that win are those that innovate successfully," he said. <04 November 2009>




