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還在苦等客戶走過路過嗎?何不試試主動出擊——用辦比賽讓消費者體驗有感行銷!

相較於傳統媒體,數位廣告的成本更低、便於量化數據,也更符合今日以行動裝置閱聽的趨勢。這些優勢使數位廣告逐步領先傳統媒體,如今各產業預算配置幾乎都會有數位廣告的一席之地。隨著數位廣告的內容型態與平台越發成長,可以選擇的投放方式也越來越多,甚至在露出後,數位廣告還能提供各種數據、追蹤、預測,讓潛在的消費者逃不過各種廣告精準投放。而且廣告科技(Ad Tech)這兩年大幅發展,消費者每天都在各式各樣廣告的轟炸下,反射性的選擇視若無睹或冷眼看待,已成為今日的閱聽常態。 數位廣告越來越聰明的同時,消費者也越發刁鑽並難以滿足了。這場搶奪眼球的心理戰恐怕永遠也沒有停止的一天。 不想讓消費者看過就算了?試試體驗行銷吧! 說來說去,廣告的存在目的始終是為了讓消費者/使用者,產生對廣告主的好感與正面記憶,這正是體驗行銷的精髓所在——讓消費者藉由體驗到產品相關的性質、氛圍或傳遞價值而產生認同。為了達到這個目標,總要不斷運用新奇十足的創意,或是巧妙的不斷曝光在消費者生活周遭,又不能太過刻意挑起消費者警戒。但即便如此小心了,數位廣告的總數還是太過龐大、並且不乏有太過強迫性的置入,使消費者反彈甚至封鎖。例如:閱聽時突然出現的「蓋版廣告」,以幾乎佔滿篇幅的廣告,直接擋住整個畫面上,逼迫使用者點擊。稍微好一點的至少會有一個關閉廣告的叉叉,但這種強迫性的置入都會造成消費者不佳的使用體驗。大多數的數位廣告,在塑造體驗行銷時並沒有完全發揮優勢,多數都僅是著重於留下淺層的印象。為了讓消費者能確實的感受產品,進一步成為具體行動的轉換率,體驗行銷的重要性近年來急速看漲。 以下我們將介紹一些案例: 笑一個涼一下,雪糕品牌Wall’s的「The Smile Machine」 在雪糕自動販賣機的鏡頭前微笑,笑的達標就能獲得一支雪糕吃! 透過微笑這個輕鬆簡單的行為,就讓消費者有機會取得一隻雪糕,在炎熱的夏天無疑是最真切的體驗。並且將微笑的正面記憶與雪糕的產品滋味巧妙的融合在一起,這就成為了一個強而有力的體驗行銷經驗。 好不好用,讓素人來決定!  MAYBELLINE NEW YORK 創藝短片大賽 『 MAYBELLIN 創藝短片大賽 』是曾經委託獎金獵人執行過的比賽專案,此影片正是由獲獎參賽者所提供的作品。以「乾肌 VS 油肌,別以為你懂我!」為主題拍攝短片。藉由一對明明是雙胞胎,但因為妝容和膚質差異太大,而常被誤認為陌生人的姊妹,藉由在鏡頭前互相吐槽,召喚有類似狀況消費者的記憶和印象外;兩姐妹實際畫在臉上的妝容,讓他們原本不同的膚質看起來並無二致,也能讓有油性\乾性膚質困擾的消費者產生感同身受的觀感。最重要的是,藉由比賽方式催動各種專業並非彩妝師或非明星名人的代言,對消費者而言更能感到親切及降低警戒,讓體驗行銷產生最大的效益。 『 MAYBELLIN 創藝短片大賽 』是曾經委託獎金獵人執行過的比賽專案,此影片正是由獲獎參賽者所提供的作品。以「乾肌 VS 油肌,別以為你懂我!」為主題拍攝短片。藉由一對明明是雙胞胎,但因為妝容和膚質差異太大,而常被誤認為陌生人的姊妹,藉由在鏡頭前互相吐槽,召喚有類似狀況消費者的記憶和印象外;兩姐妹實際畫在臉上的妝容,讓他們原本不同的膚質看起來並無二致,也能讓有油性\乾性膚質困擾的消費者產生感同身受的觀感。最重要的是,...

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