深圳酒店印刷品設(shè)計(jì) 為什么這個營銷活動工作 It’s unusual to see a brand marketing position last as long as the Campaign for Real Beauty (almost seven years now). 很少看到最后一個品牌行銷職務(wù)只要競選真正的美(將近七年到)。However, we wonder whether such an abrupt turnaround is appropriate for the Dove brand. 然而,我們不知道這種突然的轉(zhuǎn)變是適合鴿子的品牌。Their marketing was one of the things that really set the company apart in a category filled with competition. 他們的銷售是一個事物真的把公司除了在一個范疇充滿了競爭。Some people felt that the Real Beauty marketing snubbed women who were traditionally beautiful, but most women embraced the message without reservation.深圳酒店印刷品設(shè)計(jì)有些人認(rèn)為,真正的美麗婦女傳統(tǒng)營銷冷落的美麗,但大多數(shù)婦女接受了這一消息毫無保留的。

Changing gears is a scary process, but especially so if your current campaign is still working. 在換檔變速的時候是一個可怕的過程,但是如果你目前的特別活動仍然堅(jiān)持工作。We have to wonder whether the ‘Body Language’ branding message could have stayed in the wings until ‘Real Beauty’ started to fizzle. 我們想知道,“肢體語言”品牌信息能夠繼續(xù)留在直到真正的美麗的翅膀開始黃的。However, the Dove brand (and its parent company Unilever) is a marketing master, so we are hesitant to question their decisions.深圳酒店印刷品設(shè)計(jì)然而,鴿子品牌(其母公司聯(lián)合利華)是一種行銷大師,所以我們不太愿意質(zhì)疑他們的決定。

Back to our question: What makes you unique? 回到我們的問題:是什么讓你獨(dú)一無二的嗎?Why should customers choose you over any other option? 為什么要選擇你在任何其他客戶的選擇嗎?Determining these factors and making them the centre of your marketing will help you begin to differentiate yourself from the competition. 確定這些因素,使你的營銷中心將幫助你開始區(qū)分你的競爭。Don’t tell customers how great your company and your products are; tell them what problem you will solve and why you are uniquely suited to solving that problem. 不要告訴客戶又有多大的公司和你們的產(chǎn)品,告訴他們你會解決問題,為什么你是唯一一個適合解決這一問題。We saw this with Dove. 我們看到這只鴿子。The problem? 這個問題呢?Women not feeling beautiful due to cultural preferences for a certain phenotype. 感覺并不漂亮女性由于文化偏好一定表型。The answer: Dove’s products, made to bring out the beauty in a variety of women.答案:鴿子的產(chǎn)品,提出了各種各樣的美麗的女人。

It is easy to see why this marketing campaign worked, and hopefully the new campaign will enjoy similar success.很容易看清為什么這個營銷活動工作,希望在新賽季將享受同樣的影響。