当社群、智慧型手机、平板电脑成主流时、品牌与行销怎么做呢?
Burberry builds deeper customer connections, from the runway to the retail store
有幾個行業的“品牌”比時尚更重要。 Burberry 的首席執行官 Angela Ahrendts 得到它:“你必須要完全與大家誰觸動你的品牌。”標誌性的,心愛的時尚品牌,涵蓋網絡和社會媒體的品牌延伸,並以全新的方式與客戶和球迷。There are few industries where "brand" matters more than in fashion. Burberry CEO Angela Ahrendts gets it: "You have to be totally connected with everyone who touches your brand." The iconic, beloved fashion brand embraces the Web and social media to extend the brand and engage with customers and fans in entirely new ways.150+年的今天,Ahrendts 和 Burberry 在創作總監 Christopher Bailey,Burberry 的業務一直在忙著改造,以確保它幾十年來蓬勃發展的公司。 “你今天必須建立一個社會企業。你不得不這樣做。如果你不這樣做,我不知道你的商業模式是在5年內。” Burberry has been in Creative Director Christopher Bailey are busy transforming the company to ensure it thrives for decades to come. "You have to create a Social Enterprise today. You have to. If you don’t do that, I don’t know what your business model is in 5 years."
business for 150+ years—today, Ahrendts and Burberry除了傳統媒體一直是一個世紀的時尚廣告和推廣的主體,Burberry 開拓新的社交媒體。該品牌有10多萬的 Facebook 的追隨者和使用 salesforce.com 技術,達成強而有力 Burberry 世界,“Burberry 品牌的最終體現,”遊客在這裡可以“參與,娛樂,和互動,以及最終的網上奢侈品購物體驗“。 In addition to traditional media that has been a mainstay of fashion advertising and promotion for a century, Burberry is breaking new ground in social media. The brand has 10+ million Facebook followers and uses salesforce.com technology to power Burberry World, "the ultimate expression of the Burberry brand," where visitors can "engage, entertain, and interact, as well as providing the ultimate online luxury shopping experience."
像許多偉大的想法,在時尚,Burberry 的社會企業開始的草圖 Like so many great ideas in fashion, Burberry’s Social Enterprise started with a sketch
在這種情況下,Ahrendts 在和 Burberry 的首席技術官約翰·道格拉斯在會議期間在紐約酒店由salesforce.com的CEO 馬克·貝尼奧夫(Marc Benioff)在一張餐巾紙上的草圖繪製。其目標是:總的公司,其員工,客戶,以及所有重要的品牌之間的整合。 In this case, a sketch drawn by salesforce.com CEO Marc Benioff on a napkin during a meeting in New York hotel with Ahrendts and Burberry CTO John Douglas. The goal: total integration among the company, its employees, its customers, and the all-important brand.
“我們的目標是,客戶總訪問 Burberry,在任何設備,在任何地方,說:”阿倫德。 “他們得到完全一樣的感覺的品牌和文化的感覺,每個人都可以來到 Burberry 世界,Burberry 是了解的旅程。” "Our vision is that a customer has total access to Burberry, across any device, anywhere," says Ahrendts. "They get exactly the same feeling of the brand and and feeling of the culture. Everyone can come to Burberry World and understand the journey that Burberry is on."
Pinterest 躍居最受歡迎社群網站第三名
Experian Marketing Services 發佈了新報告,報告重點包括:
- 今天有用網路的成年人,91%都常常使用社群網站。
- 對"朋友與家人"類型的email行銷活動,單則email的收益是平均值的兩倍。
- 百分之二十八的智慧型手機用戶會在手機上看影片。
- Pinterest 現在是第三受歡迎的社群網站,僅次於 Facebook 跟 Twitter。
根據Alex,Pinterest在歐美各國大都排到了百名內。在南韓與日本也有兩百名內。不過,Pinterest在台灣的熱度還不太高。雖然如此,在這類型網站上經營社群媒體這件事情,估計很快也會吹到台灣或大陸,值得各位行銷者注意與學習。
分析
- 台灣廠商在打品牌、行銷時,大部份都打價格戰,一旦,價格戰無法增加整體利潤時,只有越打價格戰越弱;
- 社群、價值感、最佳行銷夥伴將成品牌主要項目,價格與促銷只是其中不定時吸引客戶增加出貨量的手段;
- 在 business model canvas 告訴我們最重要一件事,作電子消費產品沒有品牌,將失去獲利生命;