Promotion Means Effective Communications Marketing Chapter 15.
Promotion Integrated Marketing Communications and Digital Marketing
Transcript of Promotion Integrated Marketing Communications and Digital Marketing
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4P-Promotion
引例- 投给Papi酱的2200万,企业想买什么?
Let’s start from Papi’s video
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Papi酱之过年
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4P-Promotion-Case 1
Q1:“⽹红”们的产品带给你怎样的⼼理感受? • •
Q2:“⽹红”⼴告和明星代⾔有什么差异? Q3:假设你是市场总监,有2200万预算,将把⼴告投给谁,自媒体还是明星?
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4P-Promotion-Case 1 分析⼼里唤起 短暂地“非正常状态” • • •
对“极致地做菜体验”产⽣渴望 打破习惯,进⾏消费
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4P-Promotion-Case 1 分析
⽹红最⼤的价值是实现⼀种特殊的沟通效果:
⼼理唤起 唤起你的不同自我,让你短暂地变成另外⼀个⼈,从⽽表现出完全不同的⾏为。
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4P-Promotion-学习提纲
制定正确的 促销策略
选择有效的 促销组合
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1.1促销的含义促销(Promotion) 是企业通过⼈员和非⼈员的⽅式,沟通企业与消费者
之间的信息,引发、刺激消
费者的消费欲望和兴趣,使
其产⽣购买⾏为的活动。
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1.2促销的本质
促销(Promotion)的本质:沟通
1.谁说 2.说什么 3.用什么渠道说
4.对谁说 5.有什么渠效果
沟通模式要回答的问题
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促销⼿段
⼴告:以付款⽅式进⾏的创意、商品和服务的非⼈员展示和促销活动 销售促进:各种鼓励购买或销售商品和劳务的短期刺激 公共关系与宣传:设计各种计划以促进和保护公司形象或它的个别产品形象 ⼈员推销:与⼀个或多个可能的购买者面对面接触以进⾏介绍产品、回答问题和取得订单 直接营销:使用邮寄、电话、传真、电⼦信箱和其他以非⼈员接触⼯具进⾏沟通或征求特定顾客和潜在客户的回复
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1.3制订最佳促销组合
可选择的促销⼿段: ⼴告 ⼈员推销 推⼴公共关系
制订促销组合时应考虑的因素: 产品性质
促销的基本策略 产品⽣命周期 沟通任务
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促销⼿段之⼴告
对于⼴告,最重要的是什么?
是不是创意?
先来看两条⼴告吧
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促销⼿段之⼴告
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会不会因为这两条创意⼴告 产⽣购买冲动?
Yes or No?
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促销⼿段之⼴告 A or B?
产品特征 ⼴告⽂案A ⼴告⽂案B
耳机音质好 声声震撼 激发梦想 犹如置身音乐会现场
笔记本噪音低 创享极致 静⼼由我 闭上眼睛 感受不到电脑开机
⼯作辛苦 不如旅⾏ 乐享⽣活 畅意⼈⽣你写PPT时,阿拉斯加的鳕鱼正跃出⽔面
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促销⼿段之⼴告 A or B?
⼴告⽂案A⼴告⽂案B
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⼴告到底该怎样-李奥贝纳如是说
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课堂练习:
主题:打个白条。出去看看。京东⾦融比你老板好借钱。
目标:“年轻不留白”整体Campaign的⼀部分,吸引更多年轻⼈细分市场的用户。
做什么?仿照前面海报的⽂案,写⼀句类似的⼴告⽂案或设计⼀个简单的微电影(90s内)
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作品分享看了多年世界地图,从没离开过自⼰的小城市
电脑桌面万千美景,未有⼀次身临其境
公共交通天天换乘,没出过⼀次五环
穿了好⼏双UGG,没见过⼀只澳洲绵⽺
天天都在记步争第⼀,却没有⾛过别的城市
屏幕前独自喊过⽆数次好球,没见过身在现场的⼈群是怎样的沸腾
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作品分享吃了好多次台湾便当,却从没去过台湾
说着诗和远⽅,从没有看过这座城市以外的星光
看了七⼋年韩剧,没有去过⼀次韩国
追了那么久《太阳的后裔》,却没有去首尔看过偶吧
学了三年编辑出版,却没有出版过⼀本
看了千百遍西藏旅游攻略,却从没有背上背包踏上旅程
整天在朋友圈看“摄影展”,但相册里全是表情包
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为什么⼴告吸引⼈,最后却没买?
很多产品,⼴告有创意、产品吸引⼈、⽂案特⽜逼,用户也很感兴趣,但是却最终没有购买呢?
• • • •
“⼼动不等于购买” 很⼤⼴告和营销活动,仅仅解决了消费者的“兴趣问题”,
却没有解决风险问题。 ⽽⼤部分⼈是风险趋避型,他们宁愿放弃自⼰的喜好,也要追求低风险。
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1.3.1 促销策略之 营业推⼴——销售促进
什么是营业推⼴:
企业运用各种短期诱因,鼓励购买或• • •
销售企业产品或服务的促销活动。• •
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1.3.2 针对消费者的营业推⼴⼯具
1.折价策略
折价策略是在产品促销中采取的最常见、也是最有效的。所谓折价,就是指厂商通过降低产品的售价,以优待的⽅式进⾏销售。
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1.3.2 针对消费者的营业推⼴⼯具
2.附送赠品策略
附送赠品策略是指在购买产品的同时可以得到⼀份非本产品的赠送。这种可以适用于不同状况的产品。主要⽅式有包装内赠品、包装上赠品和包装外赠品三种。
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1.3.2 针对消费者的营业推⼴⼯具3.退费策略
退费策略是指在购买⼀定数量的商品后给予⼀定⾦额的退款。这种适用于新⼊市的品牌或者已有⼀定品牌的产品。
退费策略包括购买单⼀商品的退费策略、购买同⼀商品的退费优待、购买同⼀厂家的多种商品享受的退费优惠、联合退费优惠、升级退费优惠等五种形式。所谓升级退费策略,是指购买得越多,折合后的价格越便宜。如购买某品牌得化妆品,买3个套装返还10元,买5个套装返还20元。这种升级退费是厂家最常采用的。
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1.3.2 针对消费者的营业推⼴⼯具4.联合策略
联合是指两个或者两个以上的品牌或者公司合作开展促销活动,推⼴产品和服务,以扩⼤活动的影响⼒,提升各自的品牌和服务,同时采取利益分享,费用分摊的原则举⾏的促销活动。
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其他促销活动-Tradeshow
预定展位、⼈员 展品选择
展台、展具设计 物流运输
展台搭建 PR
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整合营销传播简介及案例
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整合营销传播定义
整合营销传播(integrated marketing communication,简称IMC),是指将与企业进⾏市场营销有关的⼀切传播活动⼀元化的过程。整合营销传播⼀⽅面把⼴告、促销、公关、直销、CI、包装、新闻媒体等⼀切传播活动都涵盖于营销活动的范围之内,另⼀⽅面则使企业能够将统⼀的传播资讯传达给顾客。
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整合营销传播定义
其中⼼思想是以通过企业与顾客的沟通满⾜顾客需要的价值为取向,确定企业统⼀的促销策略,协调使用各种不同的传播⼿段,发挥不同传播⼯具的优势,从⽽使企业实现促销宣传的低成本化,以⾼强冲击⼒形成促销⾼潮。
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关键词
消费者数据库 需求价值
全⽅位多渠道 持续战役
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整合营销传播 案例分享
统⼀⽅便面的促销应该怎么做?
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整合营销传播 案例分享
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整合营销传播 案例分享
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统⼀⽅便面 整合营销传播 背景
这⼏年速食面销量受到便利店鲜食等即食食品替代,已呈现停滞下滑的状态,再加上年轻⼀代对统⼀面熟悉度也不⾼,因此统⼀去年提出执⾏⽹络 compaign 的想法,希望能与年轻⼀代有效沟通,在巩固原有市场外,让统⼀面的品牌年轻化,吸引年轻⼈进⼊市场。
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⽹络整合营销传播 怎么做?
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Guess How?
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每道料理巧妙地配上了⼀段简洁的⼈⽣感悟,将味道与⼈⽣百味糅合⼀起,统⼀也希望传递它自⼰的品牌观念:用⼼做好每⼀份面,以⼼情调味。
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Step 1 虚构面馆,用情感做调料改变形象颠覆⽅便面传统的「不健康」、「⽅便」、「即食」固有印象
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英雄不流泪举个栗⼦
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⼀部微电影就够了吗?
消费者数据库√ 需求价值√ 全⽅位多渠道? 持续战役?
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⼼碎的滋味再来⼀部?
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⼗部微电影就够了吗?
消费者数据库√ 需求价值√ 全⽅位多渠道? 持续战役√
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Step 2-1
配套专题⽹站
成功揽粉
3个月点击量
8,700,000
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Step 2-2 ⽹站专门提供每道料理的教学食谱对料理感兴趣的观众也可以跟风 DIY,俘获⼤批粉丝
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Step 2-2 ⽹站专门提供每道料理的教学食谱对料理感兴趣的观众也可以跟风 DIY,俘获⼤批粉丝
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如何超乎消费者的想象?
消费者数据库√ 需求价值√
全⽅位多渠道? 持续战役√
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Step 3 打造实体快闪店让虚拟世界中的小时光面馆⾛⼊现实⽣活
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⽹络整合营销传播 效果怎样?
超市的统⼀面销售立即有两位数的增长,也同时带动其他统⼀速食面的业绩。 现在统⼀面不只是⼀碗简单美味的泡面,更是传递⼼情的料理。
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数字营销(Digital Marketing)简介 使用数字媒体渠道来推⼴产品和服务的营销活动
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⼀个新时代
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市场营销学是20世纪60年代第⼆次世界⼤战后⼤量⽣产时代产⽣的理论。 理论中论及营销传播( M a r k e t i n g Communication)、⼴告(Advertising)、公共关系( P u b l i c R e l a t i o n)、促销( S a l e promotion)及直销营销(Direct Marketing)的媒体⽣态在20世纪并未有太⼤的变化与改变,甚或⼤学教育也数⼗年如⼀日未曾调整。⼀成不变的传统媒体⽣态,终于在快速演进的数字媒体下,面临前所未有的冲击。
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缘起:最早的“⽹红”
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新媒体迅速赋予了每个⼈创造与分享内容的⼒量 营销⼈有了数量空前的渠道来与消费者互动
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韦炜和黄艺馨曾被认为是每个营销⼈都应认识的两个⼈。来自⼴州美术学院的这两位学⽣没有特别引⼈注目的才能,却以“后舍男⽣”(Back Dorm Boyz)的身份在中国成为⽹络明星,是新营销与媒体时代的象征!
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当下:2016,数字营销的关键词
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Q1: 新奇还是普通更容易被接受?
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审美趣味平民化,以普通⼈的⼼态传递通俗化的诉求 用普通⼈的故事打动普通⼈
用普通⼈的⽅式来沟通,比如语⾔风格和用词 严肃内容也可以找到通俗化的表达 五味杂陈才是普通⼈的故事
面对90后年轻⼈,最基本的传播法则是“不装”
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Q2:改变表达形式,为内容增添感染⼒ 举个栗⼦:emoji可以玩多⼤?
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=?1.你们好!雪佛兰汽车爱好者们! 2.我们很⾼兴向⼤家介绍雪佛兰新车! 3.2016雪佛兰科鲁兹,让你⼀见倾⼼。
谁会关注?
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课堂练习
用emoji表情/表情包/颜⽂字
为⽂传下⼀学年⼊学的新⽣
写⼀封欢迎信
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课堂练习
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Q2:改变表达形式,为内容增添感染⼒ 动态照片Cinemagraph
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Q2:改变表达形式,为内容增添感染⼒ 关注和尝试其他数字化表达的创新,尤其是那些能够区隔目标⼈群和重塑用户体验
的⽅式。
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Q3: 用“留白”激励用户参与和传播 举个栗⼦:微信红包照片
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2016年1月26日,微信以“红包照片”的新形式,瞬间吸引了年轻用户的疯狂刷屏。在春节期间,更是以2900万张红包照片引发了超过1.92亿次互动,⽽这些照片内容都源自于用户自身。他们只需要选择⼀张照片发⾄朋友圈索要红包,好友需要提供⼀个小额现⾦红包,才能去除照片上的模糊效果,⼀窥真容。 这个案例中用户既不需要自⼰做照片的模糊化,也不需要操⼼红包收发的所有细节,只需⼏次点击,这些个性化内容便顺着他们的社交关系放射传播,参与度⾼、便利性⾼、传播速度也很快。
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数字营销,从场景开始 常见的数字营销场景有哪些?