Hvg tartalommarketing konferencia prezentáció: Ne nyomulj, azonosulj!
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"Incepció, avagy a márka beültetése a fogyasztói tudatba". A prezentáció megtekintése előtt érdemes a cikket elolvasni: http://hvg.hu/brandchannel/HVG_konferencia_20150414_Mi_koze_di_Caprionak_a_tu
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![ÉRDEKESEN HASZNOS: LOUIS VUITTON
• Louis Vuitton a francia Gallimard kiadó, és
11 jól ismert író kiadott egy novellás kötetet
a Louis Vuitton ikonikus hajókoffere, a La
Malle (The Trunk) [A fatörzs] tiszteletére
• Novellák: megtörtént esetetek alapján, a
cégalapító unokája, Gaston Louis-Vuitton
(1900-1970) hírgyűjteményéből
• Példa: egy elhagyott hajókoffer, amely
Ernest Hemingway A Moveable Feast
(Vándorünnep) kéziratát rejtette
• Hajókoffer ahonnét Harry Houdininek kellett
kiszabadulnia](https://image.slidesharecdn.com/hvgtartalommarketingkonferenciaprezentci20150427final-150501064007-conversion-gate02/85/Hvg-tartalommarketing-konferencia-prezentacio-Ne-nyomulj-azonosulj-8-320.jpg)
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Hvg tartalommarketing konferencia prezentáció: Ne nyomulj, azonosulj!
- 1. Fodor Tamás
- 2. NÉZZÜK, HOGY MI VÁR RÁNK! Milyen lesz a következő 15p? • Példák • Érzelmek • Racionalitás • Tanulságok A fogyasztó számára szimpatikusnak kell tűnnünk, udvarolni kell és szórakoztató módon bemutatni, hogy segítünk neki, szórakoztatjuk és legfőképpen megértjük, mint egy igazi társ.
- 3. A MÁRKÁZOTT TARTALOM SAJÁTOSSÁGAI • Fókuszban a fogyasztó, nincs nyomulás • Történetet mesél, a fogyasztó számára fontos témakörökben (fogyasztó keres rá) • Reklám + branded content: együttműködés • Érdeklődésen alapuló, saját akaratból való terjedés • Saját csatornákon való terjesztés, minimális támogatással • Nem akar közvetlenül eladni, szórakoztat és ismertséget növel, kapcsolatot alakít ki
- 4. PROFILOZÁS, AVAGY MINDENNEK AZ ALAPJA • Mi foglalkoztatja? • Mi bántja? • Mire vágyik? • Mi motiválja? • Miket szeret? • Miért szereti? • Miben lehet neki segíteni? MOTIVÁCIÓ!
- 5. MI JELLEMZŐ A MŰKÖDŐ TARTALOMRA? Szórakoztató Gondolatébresztő Érzéseket kiváltó Edukáló
- 6. HÁTTÉRBE HÚZÓDÁSSAL ELŐTÉRBE KERÜLÉS: #SHINESTRONG • Hangsúly: termékelőny - célcsoport problémájára • „Megértő márka” – „társként” jelenik meg • Nincs termékmegjelenítés, helyette fókuszban a társadalmi jelenség • Sheryl Sandberg (Facebook operatív igazgatója) Dobd be magad! című könyve (2013), • női mivolt – család – karrier háromszög.
- 7. HÁTTÉRBE HÚZÓDÁSSAL ELŐTÉRBE KERÜLÉS: #IBELIEVEINLOVEAGAIN • Kína 2013: 3,5 M válás 13%<2012, békülés kb. 100 000 • Társadalmi felelősségvállalás • 40M megtekintés/hó • (P&G) Rejoice nevű sampon bevezetése • Átlagos nő, hagyományos értékek • Problémára fókuszál, érzelmeket vált ki, gondolatokat ébreszt = azonosul.
- 8. ÉRDEKESEN HASZNOS: LOUIS VUITTON • Louis Vuitton a francia Gallimard kiadó, és 11 jól ismert író kiadott egy novellás kötetet a Louis Vuitton ikonikus hajókoffere, a La Malle (The Trunk) [A fatörzs] tiszteletére • Novellák: megtörtént esetetek alapján, a cégalapító unokája, Gaston Louis-Vuitton (1900-1970) hírgyűjteményéből • Példa: egy elhagyott hajókoffer, amely Ernest Hemingway A Moveable Feast (Vándorünnep) kéziratát rejtette • Hajókoffer ahonnét Harry Houdininek kellett kiszabadulnia
- 9. ÉRDEKESEN HASZNOS II.: LOUIS VUITTON “Art of Packing” (A csomagolás művészete) • Az új, gurulós bőrönd, a Zephyr bevezető kampánya • Segítséget nyújt egy problémára, miközben bemutatja a termékelőnyöket • Nem akar közvetlenül eladni, inkább kedvet csinál és hasznos tippeket ad • Hiányolok: weboldal nincs átalakítva (CC, Red Bull)
- 10. ÉRDEKESEN HASZNOS: MICHELIN • 1900: A Michelin Guide Michelin - sofőrök számára. • autószerelő műhelyek, szálláslehetőségek, utazási tippek • 35 ezer példány
- 11. VÉGE FELÉ KÖZELEDŐ 10 TANÁCS: 1.Stratégia alapja: ügyfélkarakter! 2. Szelektív csatornák, csak a célcsoport esetében preferáltak platformok használata 3. Hosszú távú konverzió – érdeklődőből vásárló 4. Azonosulás: érzelmi vonal ("megértő márka”), célcsoport értékeit/értékrendjének átvétele – márkaismertség 5. Azonosulás: racionális vonal – termék felhasználási területeinek bemutatása élvezhető módon 6. Egységes kommunikáció: platformok sajátosságait használva! 7. Az üzenet a célcsoportnak szimpatikus vizuális tartalomba ültetése 8. Tálalás: erőltetés helyett (új)lehetőségként / megoldásként való tálalás 9. Udvariasság: húzódj háttérbe, engedd előtérbe a fogyasztót! 10. Trendek: szelektív követés
- 12. INCEPCIÓ! A márkázott tartalmaknak köszönhetően valóban potenciális fogyasztókkal alakítunk ki kapcsolatot, akik hosszú távon elkötelezettek lesznek, mivel a márka foglalkozik a problémájukkal, azonosul az értékrenddel, és nyomulás helyett lehetőségeket mutat be. A hosszú távú stratégiának köszönhetően – a kampányok halványulása ellenére is – a következetesen beültetett gondolatok kihatással lesznek a fogyasztó vásárlási döntéseire.