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“百分之七十的品牌决策是没有计划的,往往在店里才作决定”。“顾客只花4 3秒来决定选择哪个品牌”。在最后一公里与消费者面对面沟通,会产生更为直接与深刻的品牌影响力。让品牌在最后一公里也熠熠发光。能谈谈你对最后一米,终端行销的观点和想法吗? 杨舸:终端的问题,一直是我们广告人最容易忽视的问题。因为大部分在大广告公司的广告人,都很少去看终端,又不能得奖,也没有什么社会影响力,全是短兵相接的战斗,对自己的声誉没什么帮助,所以大部分广告人一做到终端的传播时,总要敷衍了事,其实,我曾经很多次跟客户去看终端,发现在最后一米我们经常功亏一箦。你刚上了一张海报,一转身,竞争对手居然在你的海报位置上覆盖一张他们的海报,本来消费者是来买你的产品的,但突然钻出一个竞争对手的促销员,真的
“Seventy percent of brand decisions are unplanned, and decisions are often made in the store.” “Customers only spend 4 3 seconds to decide which brand to choose ”. Face-to-face communication with consumers in the last kilometer will have a more direct and profound brand influence. Let the brand shine in the last kilometer. Can you talk about your last meter, terminal marketing point of view and ideas? Yang Yi: Terminal problems, has been the most easily overlooked issue of our advertising. Because most of the advertisers in large advertising companies, rarely see the terminal, can not win the award, there is no social influence, all fighting close combat, no help to their reputation, so most of the advertisers do To the spread of the terminal, always perfunctory, in fact, I have many times with customers to see the terminal and found that in the last meter we often fall short. You just got on a poster, turned around, and your competitors actually covered their posters with posters that consumers had come to buy for your products, but suddenly a competitor’s promoter was drilled. of