placement marketing

iWant Internship8/12 置⼊入性⾏行銷、Focus Group

什麼是置⼊入性⾏行銷

• 置⼊入性⾏行銷（Placement Marketing ）：指刻意將⾏行銷事物以巧妙的⼿手法置⼊入既有的媒體，希望藉由既有媒體的曝光度還達到廣告效果，且置⼊入產品不⼀一定與曝光媒體有直接關係。

Channel • ⽂文案

• 圖⽚片

• 影⽚片

• 插畫

• 不論是哪種⽅方式，都要能讓觀眾有共鳴進⽽而分享或留⾔言（UGC）

⽂文案

新聞

開箱⽂文

Ptt

For example• 我想知道怎麼與正妹打開話題（上網詢問）

• 你可以跟他聊星座、美⻝⾷食或是介紹漂亮有趣的App

• 譬如說：YAHOO! 天氣、Fancy、Re.mu

• 請問你都去哪裡找這麼多界⾯面漂亮的App

• 我都去PunApp找有趣好玩的App，你可以參考⼀一下

請問他在置⼊入哪個產品？

圖⽚片

Samsung Galaxy Note 3 2M retweets that night (Go Viral)

007 - 海尼根

影⽚片

New Balance 574 微電影 - 華⽣生如何逆襲夏洛克

插畫

Why• 增加品牌曝光

• 知名度

• 增加討論度（不論好壞）

• 轉換率

• Want it get Viral.

What’s Viral marketing

It can be delivered by word of mouth（WOM） or enhanced by the network effects of the

Internet and mobile networks.

ref: Wikipedia

How to get viral• It must be appealing to most the audience.

• It must be worth sharing with friends and family.

• A large platform. YouTube, Facebook, Twitter.

• An initial boost to gain attention is used, a tinder.

• The content is of good quality.

All this is based on data analysis.

Will it Blend - iPhone

12M views on YouTube so far, increase 500% sales

Dollar Shave Club

15M views on YouTube increase 200,000 customers.

Think about how to make a placement marketing content and get viral.

Your Turn

Focus Group

Today We talk about Social networking

Principle of Focus group• 6 to 10 people to participate for about an hour.

• Open discussion and speaking right.

• Everyone have to say what he/she thinking about.

• Moderator have to control discuss direction.

• Neutral question, ask WHY, HOW

• Widely to specifically.