Yasin518
-
个人空间
相册
- 组别:鼠小宝
- 性别:
- 来自:
- 积分:5
- 帖子:5
- 注册:
2008-11-15
|
市场家们可以从奥巴马竞选中学到什么 之二
What Marketers Can Learn From Obama's Campaign
市场家们可以从奥巴马竞选中学到什么 ps：书接上回。。。1. Simplicity. About 70% of the population thinks the country is going in the wrong direction, hence Obama's focus on the word "change." Why didn't talented politicians like Ms. Clinton and John Edwards consider using this concept? 一、简洁。当大约70%的人认为这个国家在走向一个错误的方向，奥巴马就把精力放在一个词上面——“改变”。为什么像克林顿夫人以及约翰爱德华这样有天赋的政客却没有考虑运用这个概念呢？Based on my experience, in the boardrooms of corporate America "change" is an idea that is too simple to sell. Corporate executives are looking for advertising concepts that are "clever." For all the money being spent, corporate executives want something they couldn't have thought of themselves. Hopefully, something exceedingly clever. 从我的经验来看，“改变”是全美公司会议室里一个最简单的推销理念。高管们总在寻找“聪明”的广告概念。对这些高管们来说所有的预算都关乎于，他们希望看到一些自己都没有想到的事情。渴望一些聪明绝顶的点子。Here is a sampling of slogans from a recent issue of BusinessWeek:下面是列出了一些来自最近一期商业周刊的广告口号摘录：Chicago Graduate School of Business: "Triumph in your moment of truth."Darden School of Business: "High touch. High tone. High energy."Salesforce.com: "Your future is looking up."Zurich: "Because change happenz."CDW: "The right technology. Right away."Hitachi: "Inspire the next."NEC: "Empowered by innovation."Deutsche Bank: "A passion to perform."SKF: "The power of knowledge engineering."Some of these slogans might be clever, some might be inspiring and some might be descriptive of the company's product line, but none will ever drive the company's business in the way that "change" drove the Obama campaign. They're not simple enough.上述的口号有的或许聪明，或许激奋人心，或许描述出这个公司的产品线，但没有一个能像“改变”这个口号推进奥巴马竞选阵营一样推进他们自身的商业。因为他们都不够简洁。2. Consistency. What's wrong with 90% of all advertising? Companies try to "communicate" when they should be trying to "position." 二、一致。百分之九十的广告的问题出在哪里？公司在应够去“定位”的时候确却尝试去做“沟通”了。Mr. Obama's objective was not to communicate the fact that he was an agent of change. In today's environment, every politician running for the country's highest office was presenting him or herself as an agent of change. What Mr. Obama actually did was to repeat the "change" message over and over again, so that potential voters identified Mr. Obama with the concept. In other words, he owns the "change" idea in voters' minds. 奥巴马先生的主题并不是为了去传播他是一个改变者这个事实，在如今的环境下，每一个掌管国家最高权利办公室的政客都表彰他（她）是一个改变者。奥巴马真正做的是不断的重复“改变”这一信息，因此潜在的选民下意识就把奥巴马先生与“改变”这一概念划了等号。In today's overcommunicated society, it takes endless repetition to achieve this effect. For a typical consumer brand, that might mean years and years of advertising and hundreds of millions of dollars. 在如今传播过度的社会，要靠不断不断的重复来达到这一效果。而对一个典型的大众消费品牌来说，那意味着可能是年复一年以及成百上千万美元的广告投入。Most companies don't have the money, don't have the patience and don't have the vision to achieve what Mr. Obama did. They jerk from one message to another, hoping for a magic bullet that will energize their brands. That doesn't work today. That is especially ineffective for a politician because it creates an aura of vacillation and indecisiveness, fatal qualities for someone looking to move up the political ladder. 大多数公司没有这个财力，没有这个耐性也没有与奥巴马先生同等的目光。他们从一个点子跳到另一个点子，希望凭借最终能有一个点子能突然间引爆他们的品牌，这在当下是行不通的。而对一位政客来说更加无效，因为这只会为他的政治生涯留下一个动摇、犹豫乃至是存在致命素质的形象。The only thing that works today is the BMW approach. Consistency, consistency, consistency -- over decades, if not longer. 如今只有宝马的方法才行得通。持久，持久，持久——甚至几十年，如果还不够长久的话。But not with a dull slogan. Hitachi has been "inspiring the next" for as long as I can remember, but with little success. 但并不是伴随一个沉闷的口号。日立，从我能回想起来的时期就一直在用“激励下一个”这个口号，只是收效甚微。Effective slogans needs to be simple and grounded in reality. What next has Hitachi ever inspired? Red ink, maybe. In the past 10 years, Hitachi has had sales of $786.9 billion and managed to lose $5.1 billion. When you put your corporate name on everything, as Hitachi does, it's difficult to make money because it's difficult to make the brand stand for anything. 有效的口号需要简洁并且贴近现实生活。日立到底激励了下一个什么？恐怕是赤字吧。在过去十年中，日立销售额达到7869亿美元但亏损却51亿美元。当你把自己的公司名称像日立一样放在所有的地方时，就很难盈利，因为让一个品牌来表达所有事情是艰难的。3. Relevance. "If you're losing the battle, shift the battlefield" is an old military axiom that applies equally as well to marketing. By his relentless focus on change, Mr. Obama shifted the political battlefield. He forced his opponents to devote much of their campaign time discussing changes they proposed for the country. And how their changes would differ from the changes that he proposed. 三、相关。“失之东篱，收之桑榆”是一句放之于营销领域同样适用的古老谚语。鉴于奥巴马不断致力于改变，他转变了政治的斗争立场。他迫使竞争对手们将他们的竞选时间更多的投入到讨论他们能为国家所带来的改变上，以及这些改变和奥巴马相比有什么不同。All the talk about "change" distracted both Ms. Clinton and Mr. McCain from talking about their strengths: their track records, their experience and their relationships with world leaders. 所有这些关于“改变”的话题均纷扰了克林顿夫人以及麦凯恩先生的强项：他们的政绩，他们的经验以及他们与国际领导人的关系。As you probably know, Mr. Obama was selected as Advertising Age's Marketer of the Year by the executives attending the Association of National Advertisers' annual conference in Orlando last month. But one wonders if these CMOs are getting the message. 你或许知道，奥巴马先生在上月于奥兰多举行的全美广告主协会年会上被参会的的代表们选举成为广告时代年度市场营销家。但是市场营销家们是否从这则消息了解到什么了吗？As one marketing executive said: "I look at it as something that we can all learn from as marketers. To see what he's done, to be able to create a social network and do it in a way where it's created the tools to let people get engaged very easily. It's very easy for people to participate." 如一位市场营销主任说的：“在我看来，我们市场家都可以从中有所收获，从奥巴马的所做中我们学到的是，有能力去创造一个社会网络并且利用它作为一个渠道工具来让人们从中容易受到鼓舞。这个方法是很容易让民众参与进来的。”Whatever happened to "change"? 无论怎样，“改变”即将降临！后继：这篇文章原文发表于Adage，本人花了三个晚上的时间来翻译，当然依旧是有些生硬，希望大家多提建议！谢谢！
 Yasin518 最后编辑于 2008-11-17 08:24:11
|
