英语学习：创业公司的营销捷径

友谊的真诚

在2003年的好莱坞电影《记忆裂痕》里，本·阿弗莱克饰演的天才工程师詹宁斯被公司支付了一笔天价薪水，关在小黑屋里逆向研究最新科技产品。他把那些产品拆成一个个零部件，看它们是用什么做的。他不仅要克隆竞争对手的生产工艺，还要想办法制造出比竞争对手更新、更好的产品。
作为一家创业公司，你也可以利用同样的方法，针对市面上最成功的一些营销活动搞搞“逆向工程”，破解它们的成功密码——当然，只是少了些好莱坞常见的阴谋、枪战和特效噱头。


In the 2003 film Paycheck, Ben Affleck’s character is paid a huge sum of money to be locked in a clean room where he reverse engineers products, breaking them down into individual components to determine how they were made. He not only replicates processes, but he also discovers ways to create newer, better products.
You can utilize the same approach with some of the most successful marketing campaigns, minus the conspiracy, gun play, and Hollywood special effects.

友谊的真诚

《财富》500强企业的广告之所以很成功，不仅仅是因为文案写得好或照片拍得好，也不仅仅是因为他们出得起几百万美元去请葛瑞或奥美这类金牌广告公司，它是各个因素共同作用的结果，才使得这些广告取得了极高的回报。如果你把这些元素细细分解开来，你就能知道如何受益于类似的策略。
在这个过程中，你要注意以下几点：


Fortune 500 campaigns aren’t successful just because of the messaging or images, or because they have millions of dollars behind campaigns that are produced by agencies like Grey or Ogilvy & Mather. It’s the individual components of those campaigns that come together to create a high return. When you break those campaigns down, you can examine the separate components to see how your startup might benefit from similar strategies.
Here’s what you should pay attention to:

友谊的真诚

1.把文案写好
你能拿出多少钱做营销活动并不重要。但如果文案写得不好，你的成功机会就会严重受限。
不过这个问题也并不是绝对的，而是有点像打保龄球。位置对了，就能得个满分；如果定位偏了一点，也可以得些分数。但如果你的定位离目标太远了，自然也就得不到什么好成绩了。


Get the messaging right.
It doesn’t matter how much money you throw at a marketing campaign. If the messaging is wrong, you’re going to severely limit your chances of succeeding.
I don’t want you to think that it’s just black and white, though. It’s a lot more like Skee-Ball. Sink the ball in just the right place and score big. Miss it by just a bit, and you still get some points. Miss the mark by a long shot and you don’t get squat.

友谊的真诚

另一个重要因素是信息的规模。你可能会发现，一些大公司最成功的广告往往只有一句话甚至几个字，有的甚至只有一张图片，然而效果却丝毫不亚于那些广告词洋洋洒洒的广告。对他们来说，说的是什么并不重要，重要的是说话的方式。文案所描绘的图景、它背后的故事，以及它所激起的情感波澜，也能对广告的成功产生影响。
所以，你要围绕你的价值定位描绘一幅大图景，这样才能让你的文案正中靶心。


Another important factor is the scale of the message. Some of the most effective campaigns from major companies say more with a single sentence or word–or even just an image–than with content-heavy ads. It’s not really what they say, it’s how they say it. The picture the messaging creates, or the story behind it and the emotional connection it makes, likely contributes to the success of these campaigns.
Focus on painting a big picture around the value proposition to get your messaging on point.

友谊的真诚

2．渠道的重要性
如果你盘点一下《财富》500强企业的那些经典营销活动，你会发现，一些效果最好、影响最大的营销活动并非都是通过电视、广播、纸媒等渠道进行推广的。比如男士香水品牌古风（Old Spice）最成功的广告就是通过在线视频推广的。


The role of distribution.
Not all of the best and biggest Fortune 500 campaigns were rolled out in traditional marketing channels like TV, radio, and print. Old Spice’s most successful marketing campaign, in fact, was done with online video.

友谊的真诚

研究一下《财富》500强企业的内容推广模式，你会发现，很多企业在内容推广渠道方面都有自己的“套路”。有些利用视频，有些利用文字。虽然很多公司都拥有多种多样的营销渠道，但他们往往各有侧重，而不会全部使用。


Look at how Fortune 500 companies distribute their content, and you’ll begin to see patterns in how they focus on specific channels. Some target video, others leverage written content, and while many have a diverse network of channels, they might not use all of them.

友谊的真诚

他们对推广渠道和工具的选择并不是盲目的，而是基于谨慎的研究。《财富》500强”企业知道这些广告最大的受众群体在哪里，他们也知道哪种内容最有可能获得最多的关注。


The channels and distribution tools they use aren’t arbitrary; they’re based on research. Fortune 500s know where the majority of their audience can be found, and they know what types of content are most likely to get the most engagement.

友谊的真诚

我不是说你要完全复制《财富》500强的成功广告，而是说你应该从他们的研究中吸取经验，了解你的目标受众主要把时间花费在了哪些媒体上。其次你要寻找有哪些被忽视了的机会，看看有哪些尚未被发掘的渠道可能还隐藏着一些受众群体。


Instead of trying to replicate the success of Fortune 500s, take a cue from their research and find out where your audience is spending their time. Look for missed opportunities and watch for untapped channels where audience segments may be hiding.

友谊的真诚

3．营销活动是怎样开展和推广的
认真研究《财富》500强企业的营销活动是如何开展和推广的，并且将这种流程应用到你自己的营销活动中，特别是如果这些大品牌恰好和你处于同一个行业的话。如果一些大型营销活动取得了很好的效果，你更要仔细关注这些内容是怎样在网上进行运营推广的。不管是登陆页面、视频、博客还是网帖，你都可以在社交媒体上关注这个话题，看看粉丝们是如何分享的。


How the campaign is promoted and carried.
The process through which content is promoted and carried is one aspect that you can try to replicate with your own marketing, especially if larger brands are in a similar industry. When big campaigns take off, pay close attention to how the content is being carried and promoted across the web. Whether it’s a landing page, a video, a blog, or a social post, you can follow the conversations throughout social media to see how fans share it with one another.

友谊的真诚

另外，你也可以追踪一下这些营销活动的反向链接，看看网上有哪些人在文章和博客里讨论它。等你开始运作自己的营销活动并且发布内容时，你也应该联系一下这些资源，以提高话题的热门度。


Likewise, trace the backlinks on campaigns to find out who is talking about them in articles and blogs. When you run your own campaigns and start publishing content, you should contact these sources to try and boost the signal.