我好奇故我在

在今年這一波10/31號的Halloween，有什麼令人注目的行銷花招呢？無意間看到Walmart在網路上販賣棺材的文章，覺得挺有趣。

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.

<source: October 2, 2009 Business Week 自由時報>

German luxury penmaker Montblanc International GMBH launched a limited-edition commemorative fountain pen in honor of Gandhi this week, just in time for the 140th anniversary of the birth of the Mahatma -- or "Great Soul" -- on Friday.

The price? 17,000 euros ($24,763).

德國精品鋼筆公司萬寶龍最近推出了一款限量版紀念鋼筆，以慶祝甘地誕生140年。
價錢呢？1萬7000歐元。

Just 241 commemorative fountain pens will be sold-a nod to the number of miles Gandhi walked in his famous 1930 "salt march," a mass protest against salt taxes levied by the British that dealt an early blow to their control over the subcontinent.

只有241隻紀念鋼筆會售出，這是為了向甘地在1930年代著名的「食鹽長征」致意，甘地當時走了241英里的路，發起大規模示威，以抗議英國政府徵收食鹽稅，甘地此舉對英國在印度次大陸的控制帶來初步打擊。

所以算來利潤為 $24,763 * 241 = 5,967,883
其實，萬寶龍有捐錢：$145,666 + ($210*241) = 196,276 (佔總利潤的3%)

On Tuesday, Montblanc chief executive Lutz Bethge handed over a check for 100,000 euros ($145,666) to Gandhi's great grandson, Tushar Gandhi, for his foundation.

The foundation will get an additional 10,000 to 50,000 rupees ($210 to $1,050) for each pen sold, Goessler said.

那印度行銷人怎樣看此事呢？

<source: http://adformula.blogspot.com/2009/10/mont-blanc-new-gandhian.html>

甘地跟萬寶龍是兩個不同的價值觀，前者提倡儉樸生活，後者是奢侈品。他認為適合的廣告主應該是John Walker -- keep walking，來紀念甘地的「食鹽長征」。讚！ ...繼續閱讀

<2009/10/23>
launch party 挑選貴客參加的開幕Pa


Windows Cafe 更多圖片請點
http://www.journaldugeek.com/2009/10/21/microsoft-windows-cafe-paris/

Mac反擊Windows 7的三支廣告 Mac抓住本身是消費者滿意度第一名這一點，打擊PC每次升級帶給人痛苦的，承諾都不實。我想第一波使用者如果反應不錯，Mac這波廣告會無效。

<2009 Sep.>
Windows 7 目前已經有一系列TVC廣告了，主要傳遞的訊息就是個人化跟分享。而PR方面，替Windows 7上市造勢，微軟將於10/22在巴黎中心點開張一家Windows Café，這是暫時的店，不會永久開張，目的是讓消費者體驗Windows 7，店內將不會販售產品。

這將會是怎樣風格的店呢？還會作什麼公關操作？如果只是單純像網咖一樣讓人試用電腦，就會有點遜掉。拭目以待吧！

PS: 微軟換了新公關掌舵手VP Frank X. Shaw 本身有超過二十年的公關經驗。

是怎樣的衣服可以穿四季而且天天可以有不一樣的變化？為什麼有人想要一整年持續穿一件衣服？

Project Uniform 官網 http://www.theuniformproject.com/

Sheena Matheiken的靈感來自小時候上天主教學校，想要打破穿衣的規矩，手上有什麼配件就想要穿上。這個活動是2009年五月為了替印度的教育募款而開始。Project Uniform官網裡可以看到每個月每天她的設計師朋友替她設計的打扮。

那是什麼樣的衣服可以有這麼多變化呢？從上面的CNN報導可以知道，這是一件短袖黑色針織衣服，可以正反兩面穿著，有一面是有作一排鈕釦到底，另外，有兩個口袋。

嗯！有意思的募款活動。

(source: http://www.outblush.com/women/outblush/news/the-uniform-project/)

source:

• http://cyf.pixnet.net/blog/post/23568954
• http://www.creativereview.co.uk/cr-blog/2009/october/wagamamas-extra-extra-large-t-shirts

Wagamama (わがまま) 中文意思是任性，在英國是拉麵連鎖連鎖店，不過在其官網，是定位為positive eating + positive living。最近舉辦一個positive design活動，就是設計店員穿的T-shirt。看過這麼多這種比賽類型，我覺得他們所辦的活動方式還不錯。

在一個三邊立體的T-shirt上，邀請三個知名年輕插畫家當場繪製，作品完成後就是一個立體的OOH了。

許多政治人物會上美國The Late Show With David Letterman大衛萊特曼午夜漫談， Top 10 List是節目中的一個熱門。以下訪談是紐西蘭首相推廣觀光，所講的幽默話語。

Prime Minister John Key delivers the "Top Ten Reasons You Should Visit New Zealand."

10. The Auckland airport now has Cinnabon.

• Cinnabon 肉桂蛋糕專賣店

9. We have the loosest slot machines in the Pacific Rim.

8. It’s only a convenient 20-hour flight away.

7. It’s like England, without the attitude.

6. Leno’s on at 9 o’clock.

5. Get the whanau together, stay in a bach, crack open the chilly bin and slap on your jandals.

• Family and friends can stay in a beach house, get food and drink from portable ice-boxes and wear rubber, open-toed sandals.
• whanau (紐) family
• bach (紐) a small weekend or vacation house or shack
• chilly bin (紐) cooler
• jandal (紐) flip flop

4. Visit in the next 30 days and I’ll pick you up at the airport.

3. 70 percent of our energy is generated through renewable sources -- They don’t all have to be jokes.

2. We drive on the left side of the road, like the British and Lindsay Lohan.

1. Unlike most of the world, we still like Americans.

從美國政治看危機管理 (source: http://edit30.com/?p=1292)

本文作者從歐巴馬最近遇到的政治問題，寫出企業的危機管理需記得的幾件事

• Don’t delegate critical issues — Never assume that you can rely on someone else to precisely define your agenda so that it provides the details you intend. Obama said he wanted massive healthcare reform and left it to Congress to write the bill. As a result, he has lost control of the messages and, indeed, specific content. 永遠不要想你可以依賴某人幫你很精準設好agenda以及給你需要應對的細節。不要失去對訊息的控制權。

• The obvious may not be the most important — Don’t assume that the top-of-mind issues are all that you really need to deal with. Look deeper. What have you passed over as “finished,” could rise up to threaten you. Obama largely assumed that global warming [thus cap-and-trade], the takeover of GM, bank bailouts, and the increasingly massive federal debt were issues past. The healthcare anxiety only provided a springboard for consumers/voters to roar back on those “past” issues. 不要認為大家現在最關心的議題是你需要解決的全部，過去看似「已經結束」的事情，可能會又浮現來威脅你。

• Anticipate the unexpected — Remember the cynical adage: “No good deed goes unpunished”? Well, the lesson is: prepare, prepare, prepare.”

(source:http://www.consulting-business.com/crisis-management-and-being-prepared-to-respond.html)

本文作者給予沒錢請公關公司的小企業，危機處理的應對建議。

The Most Important Rule – First, Last, and Always
The first and most important rule in crisis management is this: whatever you do, do it quickly, honestly, and completely!

Act Quickly – The worst thing you can do when a crisis hits is to say nothing. While you are hiding, the media, your adversaries, and the public in general are coming to their own conclusions – usually unfavorable to your client. Within one hour of being notified of the crisis you should have your team assembled. You then start asking questions:

當你隱藏事情人，大眾容易朝壞的地方去想。在被通知危機發生的一個小時，就應該集合好Team來回答下述問題！

• Exactly what happened?
• Who and what in the company are affected?
• Who, if anyone, is injured or killed?
• What is the condition of the injured?
• Are emergency personnel on the scene?
• What details do you need to know?
• Who else needs to be contacted?

Honestly – Almost as bad as silence is deceit. For many journalists, your little white lie could be their big break. If you are discovered misleading them once, they will never trust you again. Even if you unknowingly give them false information, the media is like elephants – they never forget.

如果你被記者發現說謊或給假訊息一事，他們以後再也不會相信你。

Completely – You will need to confer with your client’s legal counsel, but be very careful about deliberately leaving out important facts. Just like not saying anything or not being honest, certain entities will jump on anything you omit. This can be a delicate situation because you must carefully guard any issues of confidentiality.

跟律師協商時，不要刻意遺漏某些重要事實。有時候事情發展會出乎意外，這些刻意不說的事情可能會成為禍首。

Keeping Your Team Informed
Once you put your plan into action, but sure to keep your crisis management team informed early and often. Depending on the type of crises, you will want to issue a crisis report to your team every two or three hours.

根據危機類型，可能需要每二個或三小時，就要對team發佈一個危機最新報告。

議題管理(issue management)是公關顧問工作的一環，我覺得以下投影片解釋不賴！

(轉載: http://mrpm.cc/?p=63)

1. 別把觀眾和記者當作和產品經理一樣程度，必須從基礎講起。或是在訪問之前，先問一下記者是否對你的產品相關技術熟悉，確認背景知識足夠後再進行說明。
2. 聽眾在訪談過後，腦海中只會記住keyword，所以善用聽眾已經熟悉的keyword，可以加強聽眾對你產品的印象。
3. 訪談內容有條理，第一、第二…慢慢講，這樣聽眾和記者都很好吸收。
4. 一次訪問中，只講1~2個亮點就好，而這些亮點最好能夠數字化、和最大化，譬如說：營業額四億，產業中第一個量產。其他的亮點在其他次訪談再講就好，不然太多亮點就重點了。
5. 電視訪問過程中少用「我們」，把「我們」改用公司名字代替，增加公司名字曝光度。
6. 新聞點最好可以60秒講完。
7. 遇到不方便說的資訊，可以模糊化，例如營收幾位數、Q3-Q4，2009上半年之類，但要給記者一些東西可以寫，小弟以前聽到「到時候會再主動通知」這種回應通常會說，那到時候再報導就好。
8. 新聞稿撰寫不要超過兩頁
9. 搞清楚記者的路線，蘋果要的絕對和電子時報不一樣，即使同一個媒體也會有不同路線，以IT產品而言，大致分為產業和產品，對跑產業路線的記者，盡量扯到營收/股價/上下游廠商，對產品為主的記者，則可以多著重在產品。
10. Email新聞稿給記者後，或是記者會邀約發出之後，可以發簡訊或是簡短打個電話確認對方已經知道，只需打一次電話就好，不然很煩人的。
11. 記得留手機/MSN給記者，並記住各媒體截稿時間，確定記者可以在截稿時間找得到你；因為記者寫完有時候被編輯台要求補充資料。
12. 記者通常不會準時（因為要趕場），記者會時間可以彈性一點。(如果是請媒體購買公司Call的業配記者，會比較準時到場)
13. 這行很多白吃記者，像有些老北北會拿著從沒聽過的媒體名片去記者會，客氣的吃點東西就閃人，不客氣的會要東要西煩死你，招待要好好應付，把這些 人安排到旁邊去吃吃餅乾，不然就用名單/邀請卡之類的過濾（不過如果有這些人出現也是說你們公司比較受重視，他們小場次還不一定會去）。

(source:http://www.psfk.com/2009/09/pics-selfridges-london-displays-abcs-of-the-future.html)

倫敦Selfridges百貨公司100周年慶(2009)，概念走"What's next?"，用慶祝未來方式進行，也就是慶祝2109年，櫥窗用英文字母布置，每一個字母代表一個未來性的商品，但留下一個X，邀請消費者創作未來商品，然後再進行票選。整個活動從七月初開始，展覽一個月。

To celebrate it’s 100 year anniversary, London’s Selfridges department store jumped a century into the future, to the year 2109. Windows are wrapped with the entire alphabet, each of the twenty six letters have a futuristic product on display including zero gravity paint and an infinity bin. Wieden + Kennedy also opened up the idea for the letter X to the general public to vote on, the winner: xtra hours in the day clock.





得獎者可以獲得什麼呢？

The winner will receive a £500 Selfridges Gift card and have his or her entry displayed alongside the other letters in the window till Aug 5.

可以獲得五百元英鎊Selfridges百貨公司禮券，並且作品可以跟其他字母一起展示到八月五日。五百元英鎊換算成台幣是26,500，其實不算很多錢。

針對消費者活動，有一支TVC:

...繼續閱讀