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  • You want your business to grow -- you want to win more customers and make more sales.

    你希望自己的事業快速成長--贏得更多顧客並創造更高的營業額

  • But how do you do that when budgets are tight, and your time is limited?

    但預算緊繃、時間有限時,又該怎麼辦?

  • Some of your competitors have plenty of cash to throw around and make a noise.

    競爭對手有充分資金可燒、廣告又做的滿天嘎響

  • They can run expensive TV ads, or buy full-page spreads in the national newspapers to build their brands.

    像是可以製播昂貴的電視廣告,或在全國性的大報買下全頁廣告建立自己品牌

  • So how can you -- the smaller business owner compete?

    你能怎麼辦? 小企業主該如何競爭呢?

  • The answer lies in integrated marketing.

    答案就在整合行銷

  • Meet Tom. He owns Tom's Tours -- an independent travel company.

    來看看Tom吧,他是Tom旅遊負責人--一家獨立旅行社

  • Tom creates one-of-a-kind travel packages for his customers.

    一直以來,Tom都在為其客戶設計獨一無二的包裝旅遊行程

  • He's not competing directly with the big holiday companies, but in the past he has struggled to get his voice heard.

    不直接與大型的渡假旅行社打對台,過去也勉力爭取知名度

  • He used Facebook and Twitter when he had the time, and every now and then took out adverts in newspapers and magazines.

    有空就利用臉書和推特發文,三不五時才在報紙和雜誌做廣告

  • The problem was his marketing was irregular, and his messaging inconsistent.

    問題是如此一來行銷活動不規律、發出去的訊息也不一致

  • His brand didn't build up any momentum.

    連帶造成自己的品牌無法產生任何功效

  • Then he adopted Integrated Marketing. For a fixed monthly budget,

    後來他改採整合行銷,利用每個月固定預算

  • Tom's Tours now publishes a weekly blog post with travel ideas and tips.

    Tom 旅遊目前每週會在部落格上貼文,推出旅遊新構想與行程規劃撇步

  • The posts are then promoted through social media and a monthly email newsletter.

    貼文接著透過社群媒體和每月的電子報推廣出去

  • The newsletter also features content from the Tom's Tours YouTube channel,

    電子報並包含Tom 旅遊的 YouTube頻道的特色內容

  • where customers are encouraged to upload videos from their holidays.

    鼓勵出遊的旅客上傳渡假短片

  • In the peak holiday booking periods, the company runs print, online and radio ads,

    逢長假的預訂高峰期,Tom就趁勢大打文宣、線上和廣播廣告

  • and in the quieter months, special offers and promotions.

    淡季,則推出特價和推廣行程

  • And once or twice a year he publishes a survey and report that gets him free media coverage in newspapers and magazines.

    每年固定推出一兩次市調和預測報告,讓Tom獲得免費上報上雜誌的宣傳機會

  • Now, a potential customer experiences a consistent message across a multitude of marketing channels.

    現在,Tom旅遊的潛在客戶終能在不同行銷管道上,收到一致的廣告訊息

  • And because each element of marketing is no longer working in isolation, they serve to amplify each other.

    因為各項行銷元素不再只會各自獨立運作,而能彼此放大功效

  • Tom's voice is now being heard.

    Tom旅遊的聲音終於被市場聽到

  • But it doesn't stop there because that voice begins to resonate with other people.

    但事情還沒結束,Tom旅遊發出的聲音開始與消者產生共鳴

  • They become fans on Facebook, followers on Twitter, subscribers on YouTube, commenters in forums and on blog posts.

    他們成為臉書忠實粉絲、推文追蹤者、YouTube訂戶,還會在論壇和部落格上留下建言

  • They're no longer just customers, they're advocates and ambassadors.

    客戶不再只是客戶,成為Tom旅遊的擁護者和行銷大使

  • In fact, they act like a tribe, echoing Tom's message to a wider audience.

    事實上,客戶已成為一個部落,不斷回應Tom的召喚訊息

  • The result? Tom's Tours wins more customers, and makes more sales.

    結果呢?Tom旅遊贏得更多顧客,推昇更多業績

  • So, if you want your business to grow, try integrated marketing.

    所以,如果你想要事業成長,不妨試試整合行銷

  • You'll be amazed at how effectively it will build your brand.

    在建立自有品牌時,你會驚訝它的功效

You want your business to grow -- you want to win more customers and make more sales.

你希望自己的事業快速成長--贏得更多顧客並創造更高的營業額

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影片操作 你可以在這邊進行「影片」的調整,以及「字幕」的顯示

B1 中級 中文 英國腔 旅遊 行銷 廣告 客戶 品牌 推出

什麼是整合營銷? (What is Integrated Marketing?)

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    Jason Tsao 發佈於 2016 年 02 月 20 日
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