Communications

各品牌爭相被聽見的狀況從未如此劇烈。消費者現在可以透過更多的裝置，以更快的速度，獲得更多的資訊。當消費者面對如此多的選擇時，品牌該如何脫穎而出，並且和消費者建立聯繫呢?

和顧客對話不只是一般基本的顧客服務，它也是能讓銷售數字更漂亮的重要一環。但是真的所有的顧客都喜歡和銷售員聊天嗎？銷售員又怎麼知道哪些顧客會喜歡和銷售員互動呢？一句友善的「你需要幫忙嗎？」是無法開啟對話的，因為這樣非是則否的封閉式問句通常只會得到一個標準回答：「不用謝謝。」接者顧客就會悄悄地飄出店家。但如果是以開放式問句如：「想要找什麼樣的大衣呢？」甚至「你今天過得如何呢？」來做開場白，你就會發現顧客能比較放鬆地與店員對話。
Talking to your customers isn’t just basic good customer service – it is essential if you want to optimise sales. But how do you make your staff interact in the way you want them to? A friendly ‘Can I help you?’ enquiry won’t always cut it. It’s a closed question and chances are you’ll almost always get the standard ‘No’ for an answer before your customer quietly skulks out. But ask them an open-ended question ‘What style of coat are you looking for?’ or even ‘How are you today?’ and you will find the customer will be more comfortable in having a conversation.

一個優秀的廣告我們都能記得住，但是我們能記住這個廣告的品牌嗎？品牌被記住是製作廣告的首要目標，但奇怪的是，許多行銷人員並沒有做到這一點。其原因是，他們沒有把品牌放在廣告的核心地位。製作廣告時，行銷人員必須在最早的構思階段就從品牌入手，並在適當的情節中將品牌貫穿於整個故事架構中。有些經過檢驗的方法，可以確保製作出有效的廣告。這篇觀點文章將對這些方法進行說明，它們對有效的廣告來說都是極為重要的。 益普索洞察：人們記得的不是廣告，而是故事。若將品牌作為故事的關鍵點，融入廣告當中，就能確保廣告中的任何資訊，都能被聯想到該品牌。
We all remember great ads. But do we remember the company? This is the No. 1 aim for advertising, but, surprisingly, many marketers don’t achieve it. The reason is the brand is not front-and-center. Marketers must start with the brand in the earliest conception stage, and weave it throughout the storyline architecture at opportune points. There are several tried and true techniques to ensure success. This Point of View paper addresses those approaches— crucial to effective advertising. Key insight: People don’t remember ads; they remember stories. By integrating the brand into the ad as a key point of the story, marketers ensure any memories and messages will be credited to only their brand.