Placement marketing
16
iWant Internship 8/12 置性銷、Focus Group
description
置入性行銷
Transcript of Placement marketing
iWant Internship8/12 置⼊入性⾏行銷、Focus Group
什麼是置⼊入性⾏行銷
• 置⼊入性⾏行銷（Placement Marketing ）：指刻意將⾏行銷事物以巧妙的⼿手法置⼊入既有的媒體，希望藉由既有媒體的曝光度還達到廣告效果，且置⼊入產品不⼀一定與曝光媒體有直接關係。
Channel • ⽂文案
• 圖⽚片
• 影⽚片
• 插畫
• 不論是哪種⽅方式，都要能讓觀眾有共鳴進⽽而分享或留⾔言（UGC）
⽂文案
新聞
開箱⽂文
Ptt
For example• 我想知道怎麼與正妹打開話題（上網詢問）
• 你可以跟他聊星座、美⻝⾷食或是介紹漂亮有趣的App
• 譬如說：YAHOO! 天氣、Fancy、Re.mu
• 請問你都去哪裡找這麼多界⾯面漂亮的App
• 我都去PunApp找有趣好玩的App，你可以參考⼀一下
請問他在置⼊入哪個產品？
圖⽚片
Samsung Galaxy Note 3 2M retweets that night (Go Viral)
007 - 海尼根
插畫
Why• 增加品牌曝光
• 知名度
• 增加討論度（不論好壞）
• 轉換率
• Want it get Viral.
What’s Viral marketing
It can be delivered by word of mouth（WOM） or enhanced by the network effects of the
Internet and mobile networks.
ref: Wikipedia
How to get viral• It must be appealing to most the audience.
• It must be worth sharing with friends and family.
• A large platform. YouTube, Facebook, Twitter.
• An initial boost to gain attention is used, a tinder.
• The content is of good quality.
All this is based on data analysis.
Dollar Shave Club
15M views on YouTube increase 200,000 customers.
Think about how to make a placement marketing content and get viral.
Your Turn
Focus Group
Today We talk about Social networking
Principle of Focus group• 6 to 10 people to participate for about an hour.
• Open discussion and speaking right.
• Everyone have to say what he/she thinking about.
• Moderator have to control discuss direction.
• Neutral question, ask WHY, HOW
• Widely to specifically.
