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夏季冷氣戰開打,國內兩大3C通路正面對決,他們想對大家說什麼? 先來看全國電子…
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原始出處:簡報小聚#30 編輯整理:陳昶安
2018十大簡報趨勢
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duncun0526
ASUS耗資重金請亞洲新男神─孔劉代言,成功掀起話題,但對銷售有幫助嗎?究竟品牌請代言人有用嗎?品牌跟代言人的關係如何呢?
品牌與代言人
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duncun0526
常常聽到"定位",究竟定位是什麼呢? 有沒有好的定位差在哪裡? 這次用幽默的廣告和你一起討論定位!
好的定位帶你上天堂
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duncun0526
上次我們討論了全國電子賣冷氣的策略,現在我們來談談燦坤…
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duncun0526
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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
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原始出處:簡報小聚#30 編輯整理:陳昶安
2018十大簡報趨勢
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duncun0526
ASUS耗資重金請亞洲新男神─孔劉代言,成功掀起話題,但對銷售有幫助嗎?究竟品牌請代言人有用嗎?品牌跟代言人的關係如何呢?
品牌與代言人
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duncun0526
常常聽到"定位",究竟定位是什麼呢? 有沒有好的定位差在哪裡? 這次用幽默的廣告和你一起討論定位!
好的定位帶你上天堂
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duncun0526
上次我們討論了全國電子賣冷氣的策略,現在我們來談談燦坤…
3C通路賣冷氣 下
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3C通路賣冷氣 上
1.
3C通路賣冷氣(上) 全國電子 顯靈篇 燦坤 送掃地機器人 V S
2.
全國電子 觀音顯靈看來幽默 背後的訴求是什麼? 合理嗎? 燦坤 掃地機器人很火紅 有足夠的吸引力嗎?
3.
先來全國電子拜觀音
4.
觀音顯靈真的很有哏! 影射小英也引發討論 先點這裡看廣告:
5.
但主訴求是 總統級精緻安裝再升級 強調服務過程的細心、貼心、足感心
6.
總體看,主訴求符合 黃金圈法則 品牌12原型
7.
黃金圈法則
8.
黃金圈法則 / 品牌12原型 黃金圈法則,指品牌的: Why (信念) How (方法) What (結果) 三者表現完全一致 關於黃金圈的詳細內容,可以參考這裡
9.
黃金圈法則 / 品牌12原型 全國電子的黃金圈: Why How What Why:本土經營,服務第一 How:足感心 別人不能,我們能 別人不會,我們會 別人不做,我們做 What:總統級精緻安裝
10.
黃金圈法則 / 品牌12原型 全國電子的Why、How、What完全一致: Why 服務第一 How 足感心 What Now:總統級精緻安裝 Past:補助電費 分期零利率 補助頭期款 … 體現
落實
11.
品牌12原型
12.
黃金圈法則 / 品牌12原型 品牌12原型,強調三格一致: 元件 規格 產品 性格 品牌 人格 關於品牌12原型,可以參考這裡
13.
黃金圈法則 / 品牌12原型 全國電子的產品三格: 元件規格 各品牌冷氣 產品性格 總統級 精緻安裝 (照顧者) 品牌人格 照顧者/凡夫俗子 三格有二格一致!
14.
符合理論、結果理想,策略方向無誤! 我看全國電子的行銷訴求 符合論証 市場認同 黃金圈法則 品牌12原型 “足感心”深植人心
15.
But! 萬事都有一個But
16.
? 為什麼要用dyson做為次要訴求?
17.
疑惑① 全國電子與dyson的品牌原型不符
18.
先來看dyson的品牌原型: 元件規格 產品性格 離心力 分離微塵 無集塵袋 吸塵器 品牌人格 創辦人James Dyson 原為設計工程師 高科技
革命性 產品 工程師
19.
高科技 革命性產品 工程師 你想到誰? 如果dyson是個人…
20.
特拉斯創辦人 蘋果公司創辦人 軟微創辦人 Elon
Musk Steve Jobs Bill Gates 是不是跟我一樣,想到這些偉大的創作者們…
21.
全國電子代言人 照顧者 dyson創辦人 創作者 他們搭嗎? 再來比較全國電子和dyson的品牌原型:
22.
疑惑② 全國電子與dyson的目標消費者一致嗎?
23.
他們是同一群人嗎?
24.
小 結 全國電子2017顯靈篇
25.
我看全國電子的行銷訴求 看長期 符合黃金圈法則 論短期 符合品牌12原型 市場 反應 “足感心: 深植人心
26.
讓我疑惑的是: x 無論是品牌原型與目標消費者 兩者皆格格不入
27.
你的看法是什麼呢? 歡迎留言與我分享喔!
28.
thanks 個人FB:陳昶安 special thank:符敦國老師 to be
continue:3C通路賣冷氣(下)
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