置入性行銷

1. iWant Internship
8/12 置⼊入性⾏行銷、Focus Group

2. 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。

3. 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）

4. ⽂文案
新聞
開箱⽂文
Ptt

5. 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？

6. 圖⽚片
007 - 海尼根
Samsung Galaxy Note 3
2M retweets that night (Go Viral)

7. 影⽚片
New Balance 574
微電影 - 華⽣生如何逆襲夏洛克

8. 插畫

9. 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.

10. 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

11. How to get viral
• It must be appealing to most the audience.
• It must be worth sharing with friends and family.
All • A large this platform. is based YouTube, on Facebook, data analysis.
Twitter.
• An initial boost to gain attention is used, a tinder.
• The content is of good quality.

12. Will it Blend - iPhone
12M views on YouTube so far, increase 500% sales

13. Dollar Shave Club
15M views on YouTube increase 200,000 customers.

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

15. Focus Group
Today We talk about
Social networking

16. 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.