Monday, June 04, 2007

咖啡杯與明信片

禤中怡與同事往相熟茶餐廳午膳,主因是那杯凍奶茶恰到好處,同事則喜歡其熱咖啡的味道。甫坐下,店員已知心意,先送來飲品,再等食物上枱,同事卻突然說出一句:「咦!點解隻杯唔同咗?」看看他拿著那個舊透明膠杯,又好像有點異樣,難得那位店員爽快一句回應:「係呀!嗰啲黃色杯唔襟用,掉晒啦!」。他說的黃色杯,其實是印有「LIPTON」字樣的矮身瓷杯,較膠杯的高度為低,感覺份量少了,但用瓷杯盛載咖啡,身份又有點「Grand」,儘管坐的是茶餐廳。那店員解釋,這種瓷杯是由LIPTON免費送的,為的當然是賣廣告啦!品牌印在杯上,顏色又夠鮮豔,難怪同事感覺有別。不過,氣派有餘,實用性方面,LIPTON似乎考慮不周,因店員一語道破,茶餐廳流轉快,杯杯碟碟怎能小心呵護,加上放在一起,總有碰碰撞撞,日子稍一久之,杯子上「崩」一些,杯耳又不見了一些顏色,賣相將大打折扣,使用時效有限,最終被餐廳拋棄,廣告效力亦隨之消失。


不過,廣告客戶對物料壽命這個重要因素又有多少考慮呢?難道他們這些落決策的高級管理層根本不光顧茶餐廳,未有掌握其運作模式,以至讓那個漂亮的「LIPTON」只能曇花一現?倒不如像以前某隻汽水品牌,送上幻彩圖案的牆鐘,真的長掛長有,兼成本低,效益高。(抵食補充:禤中怡近日光顧中環擺花街羅富記粥麵,發現抵食之選,竟然可以用23元,食到蝦球蝦子撈麵,在中環茶餐廳價錢普遍偏高的情況下,實屬少有。)


另一個好例子就是朋友給禤中怡送上的一張明信片。朋友近日往嘉禾青衣電影城看《加勒比海盜:決戰魔盜王》,買票後收到這張明信片(圖),初看真的以為是另一齣即將上畫的新電影,因為有獎項,分分鐘是奧斯卡猛片,預早做宣傳。細看之下,原來那竟然是一張售樓宣傳單張!舊式廣告推銷手法似乎依然有效,否則怎會無孔不入,供應商送廣告商品給客戶,甚至選用另類派宣傳單張方法呢!至於這個樓盤廣告想到在看電影時作宣傳,在創意方面可加分,但地產商有否統計,這個廣告對樓盤銷售的催化作用有多大呢?真的拿著這張明信片去買樓的又有多少呢?抑或是廣告「筆直」(預算)太多,需分散投放渠道呢?


其實,新廣告模式已積極跟上,例如網上渠道。美國一項調查顯示,利用電子郵件作推廣的認受性不低,接受調查的市場推廣客戶中,70%樂於用這模式,相對於用「Banner ads」,即橫額廣告的比例逾30%、利用博客作為推廣工具的佔超過20%。使用電郵這種推廣方式的好處是成本低,範圍廣。或許大家以為收電郵點work?但Pew Internet & American Life Project於今年2至3月間訪問了2,200名美國成年人,當中逾1,400人為電郵用戶,88%有個人電郵地址外,49%亦有工作電郵地址,反映普及率高。


調查發現他們收到的internet spam數目愈來愈多,但討厭程度卻愈來愈少。Spam就是指在internet上利用e-mail進行廣播式廣告的宣傳行為,即俗稱垃圾電郵。有37%電郵用戶指收到這種垃圾電郵數目確有上升趨勢,兩年前只有28%電郵用戶話有所上升,反映送出垃圾電郵的數目增加。但28%受訪者卻認為這些電郵已對其不再構成大問題,比重較03年所作調查的16%大幅上升,覺得煩擾的比例亦由03年的71%跌至63%。原來71%電郵用戶話自己懂得利用過濾軟件將這些spam拒諸門外,更有44%話有採取步驟,令其電郵地址更難被查出,但那是甚麼步驟就認真考起人了。由於這些成人資訊、推銷男士藥品等垃圾電郵已過濾掉,對外來電郵抗拒性減弱,若是真正推廣的電郵,就似是街邊派有coupon的宣傳單張一樣,大家都或者會樂於拿一張,可能真能殺出另一條宣傳大路。


(6月4日刊於《am730》)

13 Comments:

At 2:33 PM, Blogger Nikkor said...

RE: "更有44%話有採取步驟,令其電郵地址更難被查出,但那是甚麼步驟就認真考起人了。"

現在yahoo mail和gmail都有即用即棄電郵。

詳情:
http://hk.antispam.yahoo.com/tools2.html

其他網址亦有提供即用即棄/甚至公用電郵,即電郵地址及密碼亦由他們提供,供閣下使用1天。

 
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