Campanie experientiala de brand versus promotie

 

28 Februarie 2014

Impresiile despre brand pot fi rationale sau emotionale. Promotia adreseaza partea rationala, iar comunicarea cea emotionala. Doua exemple de comunicare: care genereaza vanzari pe termen scurt si care genereaza vanzari pe termen lung. Cele pe termen scurt nu sunt eficiente, pentru ca vanzarile scad apoi rapid.

Exista trei ingrediente necesare ca o campanie sa fie eficienta: enjoyment, involvement, branding.

Modul in care functioneaza comunicarea e diferita pentru produsele cu istorie si produsele care sunt noi. In ceea ce priveste produsele vechi, consumatorii au o perspectiva clara, formata de-a lungul timpului. Comunicarea emotionala are aici efect. Pentru produsele noi, e nevoie de comunicare rationala.

Promotia Pepsi cu Bocovina nu reprezinta ceva noua, insa spotul “Ori suntem la promotie, ori nu mai suntem” spune si o poveste. Privitorul e surprins si amuzat. Indicatorii de branding si new information au fost foarte ridicati. A scorat bine la awarness, dar si la equity.

Mai multe detalii aici:

Ori suntem la promotie, ori nu mai suntem

 

 

5 sfaturi pentru intalnirile dintre consumatori si branduri.

Fii autentic, nu forta nota: consumatorilor le plac lucrurile “pe bune”; orice abordare a brand-urilor perceputa ca falsa este respinsa.

“Petrece macar 24h in pat cu consumatorul”. Consumatorii au tendinta de a impartasi multe lucruri despre ei in online (pe retelele de socializare). Brandurile trebuie sa-i urmareasca si sa stie unde sa se intersecteze cu ei. Trebuie sa discute cu ei personal, uman, simplu, ca de la egal la egal.

Relatie, nu aventura. Construieste o relatie pe termen lung cu consumatorul, implica-te si ofera lucruri pentru ca si consumatorul o sa iti ofere lucruri inapoi.

Adu-ti aminte si integreaza contextual. Data nasterii, momentele importante din viata consumatorului si incearca sa iei parte la momentele acestea.

Nu fi “pushy”. Relatia trebuie sa decurga natural. Daca esti prea insistent, alienezi consumatorul. Asculta feedback-ul consumatorului.

Trackbacks and pingbacks

  1. human-design-space
    human-design-space human-design-space
  2. dizajn cheloveka
    dizajn cheloveka dizajn cheloveka
  3. human design
    human design human design
  4. watch online TV LIVE
    watch online TV LIVE watch online TV LIVE
  5. Top 10 Best
    Top 10 Best Top 10 Best
  6. 1plus1
    1plus1 1plus1
  7. #1plus1
    #1plus1 #1plus1
  8. 1plus1serial.site
    1plus1serial.site 1plus1serial.site
  9. tvrv.ru
    tvrv.ru tvrv.ru
  10. serial-video-film-online
    serial-video-film-online serial-video-film-online
  11. Watch+movies+2020
    Watch+movies+2020 Watch+movies+2020
  12. Dailymotion
    Dailymotion Dailymotion
  13. serial 2020
    serial 2020 serial 2020
  14. Queer-Eye-We-re-in-Japan-Season-1
    Queer-Eye-We-re-in-Japan-Season-1 Queer-Eye-We-re-in-Japan-Season-1
  15. Dollface-Season-1
    Dollface-Season-1 Dollface-Season-1
  16. Evil-Season-4
    Evil-Season-4 Evil-Season-4
  17. Evil-Season-3
    Evil-Season-3 Evil-Season-3
  18. Evil-Season-2
    Evil-Season-2 Evil-Season-2
  19. Evil-Season-1
    Evil-Season-1 Evil-Season-1
  20. See-Season-1
    See-Season-1 See-Season-1
  21. 4serial.com
    4serial.com 4serial.com
  22. ciaonlinebuy.us
    […] http://www.smartbrand.ro/campanie-experientiala-de-brand-versus-promotie/ […]
  23. lindamedic.com
    […] http://www.smartbrand.ro/campanie-experientiala-de-brand-versus-promotie/ […]
  24. viagramdtrustser.com
    viagramdtrustser.com viagramdtrustser.com
  25. hqcialismht.com
    hqcialismht.com hqcialismht.com
  26. topedstoreusa.com
    topedstoreusa.com topedstoreusa.com
  27. Êîíñóëüòàöèÿ ïñèõîëîãà
    Êîíñóëüòàöèÿ ïñèõîëîãà Êîíñóëüòàöèÿ ïñèõîëîãà
  28. 1 seriya
    1 seriya 1 seriya
  29. bofilm
    bofilm bofilm
  30. bofilm ñåðèàë
    bofilm ñåðèàë bofilm ñåðèàë
  31. trustedmdstorefy.com
    trustedmdstorefy.com trustedmdstorefy.com
  32. LostFilm HD 720
    LostFilm HD 720 LostFilm HD 720
  33. kinosmotretonline
    kinosmotretonline kinosmotretonline
  34. HDrezka
    HDrezka HDrezka
  35. movies hdrezka
    movies hdrezka movies hdrezka
  36. dorama hdrezka
    dorama hdrezka dorama hdrezka
  37. youtube2019.ru
    youtube2019.ru youtube2019.ru
  38. cerialest.ru
    cerialest.ru cerialest.ru
  39. serial
    serial serial
  40. filmy-2019-kinokrad
    filmy-2019-kinokrad filmy-2019-kinokrad
  41. kinokrad-2019
    kinokrad-2019 kinokrad-2019
  42. filmy-kinokrad
    filmy-kinokrad filmy-kinokrad
  43. Kinokrad
    Kinokrad Kinokrad
  44. Kinokrad 2019 Kinokrad Hd
    Kinokrad 2019 Kinokrad Hd Kinokrad 2019 Kinokrad Hd
  45. casino
    casino casino
  46. Watch TV Shows
    Watch TV Shows Watch TV Shows
  47. wwin-tv.com
    wwin-tv.com wwin-tv.com
  48. 1 2 3 4 5 6 7 8 9 10
    1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10
  49. Video
    Video Video
  50. kpop+star+season+6+ep+9
    kpop+star+season+6+ep+9 kpop+star+season+6+ep+9
  51. 2020
    2020 2020
  52. guardians of the galaxy vol 2
    guardians of the galaxy vol 2 guardians of the galaxy vol 2
  53. my id is gangnam beauty
    my id is gangnam beauty my id is gangnam beauty
  54. strong woman do bong soon
    strong woman do bong soon strong woman do bong soon
  55. guardians+of+the+galaxy+2
    guardians+of+the+galaxy+2 vguardians+of+the+galaxy+2
  56. HD-720
    HD-720 HD-720
  57. ++++++
    %D0%BA%D0%B0%D0%BA+%D1%81%D0%B4%D0%B5%D0%BB%D0%B0%D1%82%D1%8C+%D0%B2%D0%B8%D0%BD%D0%BE+%D0%B2+%D0%B4%D0%BE%D0%BC%D0%B0%D1%88%D0%BD%D0%B8%D1%85+%D1%83%D1%81%D0%BB%D0%BE%D0%B2%D0%B8%D1%8F%D1%85+%D1%80%D0%B5%D1%86%D0%B5%D0%BF%D1%82 %D0%BA%D0%B0%D0%BA+%D1%81%D0%B4%D0%B5%D0%BB%D0%B0%D1%82%D1%8C+%D0%B2%D0%B8%D0%BD%D0%BE+%D0%B2+%D0%B4%D0%BE%D0%BC%D0%B0%D1%88%D0%BD%D0%B8%D1%85+%D1%83%D1%81%D0%BB%D0%BE%D0%B2%D0%B8%D1%8F%D1%85+%D1%80%D0%B5%D1%86%D0%B5%D0%BF%D1%82
  58. âûòîïêà âîñêà
    âûòîïêà âîñêà âûòîïêà âîñêà
  59. watch
    watch watch
  60. Ñìîòðåòü âñå ñåðèè ïîäðÿä
    Ñìîòðåòü âñå ñåðèè ïîäðÿä Ñìîòðåòü âñå ñåðèè ïîäðÿä
  61. Ñìîòðåòü ñåðèàëû îíëàéí âñå ñåðèè ïîäðÿä
    Ñìîòðåòü ñåðèàëû îíëàéí âñå ñåðèè ïîäðÿä Ñìîòðåòü ñåðèàëû îíëàéí âñå ñåðèè ïîäðÿä
  62. æóêè+2+ñåðèÿ
    æóêè+2+ñåðèÿ æóêè+2+ñåðèÿ
  63. +1+
    %D0%B6%D1%83%D0%BA%D0%B8+1+%D1%81%D0%B5%D1%80%D0%B8%D1%8F %D0%B6%D1%83%D0%BA%D0%B8+1+%D1%81%D0%B5%D1%80%D0%B8%D1%8F
  64. 00-tv.com
    00-tv.com 00-tv.com
  65. serialy
    serialy serialy
  66. tureckie_serialy
    tureckie_serialy tureckie_serialy
  67. tureckie_serialy_na_russkom_jazyke
    tureckie_serialy_na_russkom_jazyke tureckie_serialy_na_russkom_jazyke
  68. hs;br
    hs;br hs;br
  69. we-b-tv.com
    we-b-tv.com we-b-tv.com
  70. we-b-tv.com
    we-b-tv.com we-b-tv.com
  71. xxx553.top
    Hot Porn - xxx553.top xxx553.top TOP
  72. sex655.xyz
    Porno Gals - sex655.xyz sex655.xyz TOP
  73. xxx633.top
    HQ Vids - xxx633.top xxx633.top TOP
  74. xxx656.top
    HQ PORN - xxx656.top xxx656.top TOP
  75. xxx636.top
    HQ Adult - xxx636.top xxx636.top TOP
  76. xxx636.xyz
    HQ PORN - xxx636.xyz xxx636.xyz TOP
  77. xxx565.xyz
    Hot Porn - xxx565.xyz xxx565.xyz TOP
  78. xxx665.xyz
    Sex Gals - xxx665.xyz xxx665.xyz TOP
  79. xxx355.xyz
    Sex Blog - xxx355.xyz xxx355.xyz TOP
  80. sex335.xyz
    Porn Gals - sex335.xyz sex335.xyz TOP
  81. xxx356.xyz
    HQ Vids - xxx356.xyz xxx356.xyz TOP
  82. sex363.xyz
    Porno Blog - sex363.xyz sex363.xyz TOP
  83. xxx633.xyz
    XXX Gals - xxx633.xyz xxx633.xyz TOP
  84. xxx356.top
    Porn Blog - xxx356.top xxx356.top TOP
  85. sex363.top
    Porn Gals - sex363.top sex363.top TOP
  86. xxx553.xyz
    Hot Hot - xxx553.xyz xxx553.xyz TOP
  87. sex335.top
    Sex Gals - sex335.top sex335.top TOP
  88. sex366.top
    Porno Gals - sex366.top sex366.top TOP
  89. sex365.top
    Hot XXX - sex365.top sex365.top TOP
  90. xxx565.top
    xxx565 xxx565.top wow

Leave a Reply