03 consumer approach
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approaching is also critical for communication and for sure it's the last mile to influence people. it's for junior people who are interested in advertising.
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03 consumer approach
- 1. Training: Consumer Approach Presented by Eleny
- 3. Target Brand 媒介指使雙⽅方發⽣生關係的聯聯繫⼈人或事物 Movie BooksToy Product SongsDeco Letter Video Service Call-Center PKG POSM TV Mail/eDM OOH Print Ad Banner Blogger FB Posts News BUZZ LINE SMS
- 4. Deeply Understand HOWto Approach Consumers 深刻瞭解消費者 身處的媒介環境
- 6. A Brand is The Totality of What The Consumer Experience ⼀個品牌是消費者所經歷的總和
- 7. 奧美360度品牌管家 管理消費者與品牌之間的時刻不斷發⽣的各種體驗(關係) 1. 每⼀個與消費者的接觸點都能達到預期的效果 2. 每⼀個接觸點都能準確傳達訊息 3. 經驗更加容易獲取 信息更加豐富 Image 形象 Product 產品 Customer 消費者/顧客 Channel 賣場通路 Visual 視覺識別 Goodwill 商譽 How the product performance supports the brand 產品的表現如何⽀持品牌 Whether the brand image is strong and engaging 是否品牌形象很強並吸引消費者 How strong the brand customer franchise is 品牌消費者的特權有多強 How well the brand is leveraged in the trade environment 通路環境對品牌的影響如何 Whether the brand is endorsed by influencers and the communities in which it lives 是否品牌被影響者和社會 團體所認可 Whether the brand presents a clear, consistent and differentiating presence 是否品牌具有清晰,持續和差異化視覺形象
- 8. You have to anticipate every encounter a customer is going to have with your brand. 你必須預⾒消費者與品牌的每⼀次接觸機會 You must customize the message for each encounter 針對每⼀次機會，設計需要傳遞的訊息 You are arranging the encounters to make sure they enrich the customers overall experience with a brand. 設計安排這樣的機會，得以保證增加消費者與品牌的經驗 In 360 Degree... 品牌經驗管理過程中
- 9. Target Brand Points of Contact 接觸點 Explore the possible points of contact between the brand and its customers 探究品牌與其消費者之間的可能接觸點 Think about customers every day lives - where do they most often think about and use the brand 仔細想⼀下消費者每天的⽣活 在那裡他們會經常想到或⽤到這個品牌
- 10. Fro Instance, the brand world for Milo in Thailand Milo is there whenever and where ever the customers are 無論何時何地 Milo都存在 - In school ... at home 在學校...在家中 - In riral areas ... in local sporting events 在鄉村⽥野... 在當地體育活動中 - In coffee shops ... in the media 在咖啡店 ... 在媒體上 And where Milo is, it gives them and surrounds them with things that help then win at sport. Milo提供的，都可以幫助他們在體育活動中贏得勝利 幫助泰國孩⼦子 完成體育夢想
- 11. Using Your Impression of what is happening in the world at Large... 運⽤你⾃⼰的印象 What do you feel is happening in people lives that might affect their relationship with the brand? 現實⽣活中發⽣的哪些事情，會影響消費者與本品牌的關係︖ Who or what do they specifically identify with in the world at large that the brand could pick up on? 哪些他們所認可的⼈或事或是本品牌可以學習或利⽤︖ What is new in the marketplace that may influence the way they feel about the brand? 市場中哪些新發展可能會影響到消費者對本品牌的感受︖ What do you image the competition could get up to that could damage that relationship? 試想⼀下，競爭者做些什麼可能危及消費者與本品牌之間關係︖
- 12. Thinking About Where the Brand Could Identify with the Customer 思考在哪裡品牌可以融入消費者 When are the brand customers most involved in the media they consume (time, place, behavior and attitude of mind)? 在哪些時間，品牌的消費者對媒體最投入? (時間,地點,⾏為,態度) Is there a natural media fit between the brand and its customer lifestyles? 是否存在⾃然的媒介，讓品牌和消費者⽣活互相關聯︖ What is changing in the way the brand customers consume media? 本品牌消費者消費媒體的⾏為是否有所改變︖ In what way could the use of media be tailored to identify the relationship between: a, different messages? b, different target audiences? 哪些⽅式可以讓媒體量身訂做以加強消費者與品牌的關聯︖a,不同的訊息 b,不同的⽬標對象 Is there a natural sequence to the choice or use of media in building greater involvement with the brand? 在選擇和運⽤媒體上，是否存在⾃然順序，加強消費者對品牌的投入程度︖
- 27. 幫品牌找到舞台 接受消費者喝采