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  • I am a reformed marketer,

    譯者: Ana Choi 審譯者: Jenny Yang

  • and I now work in international development.

    我是一個改革市場營銷員,

  • In October, I spent some time in the Democratic Republic of Congo,

    我現在致力於國際市場的拓展。

  • which is the [second] largest country in Africa.

    在10月份,我在剛果民主共和國花了一段時間,

  • In fact, it's as large as Western Europe,

    這是非洲第二大國家。

  • but it only has 300 miles of paved roads.

    事實上,它與西歐一樣大,

  • The DRC is a dangerous place.

    但它只有300公里的路面有鋪平了的道路。

  • In the past 10 years, five million people have died

    剛果民主共和國是一個危險的地方。

  • due to a war in the east.

    在過去的10年,東部地區有500萬人

  • But war isn't the only reason

    死於戰爭

  • that life is difficult in the DRC.

    但戰爭不是當地人

  • There are many health issues as well.

    生活艱難的唯一的原因。

  • In fact, the HIV prevalence rate

    那裡還有許多健康的問題。

  • is 1.3 percent among adults.

    事實上,愛滋病毒感染率

  • This might not sound like a large number,

    在成年人中佔1.3%。

  • but in a country with 76 million people,

    這聽上去不像一個大數目,

  • it means there are 930,000 that are infected.

    但在一個擁有7600萬人口的國家,

  • And due to the poor infrastructure,

    這意味著有93萬人感染。

  • only 25 percent of those

    由於基礎設施差,

  • are receiving the life-saving drugs that they need.

    只有25%的人

  • Which is why, in part,

    可以獲得他們需要的藥物。

  • donor agencies provide condoms

    這就是為什麼

  • at low or no cost.

    部分捐助機構提供成本低

  • And so while I was in the DRC,

    或免費的安全套。

  • I spent a lot of time talking to people about condoms,

    所以我在剛果時

  • including Damien.

    我花了很多時間對人談論安全套,

  • Damien runs a hotel outside of Kinshasa.

    包括Damien。

  • It's a hotel that's only open until midnight,

    Damien管理着一所在金沙薩以外的酒店。

  • so it's not a place that you stay.

    這所酒店只提供服務到午夜,

  • But it is a place where sex workers and their clients come.

    它不是一個你會過夜的地方。

  • Now Damien knows all about condoms,

    它是一個性工作者和客戶來的地方。

  • but he doesn't sell them.

    Damien對安全套很了解,

  • He said there's just not in demand.

    但他並不出售安全套。

  • It's not surprising,

    他說因為沒有需求。

  • because only three percent of people in the DRC

    這並不奇怪,

  • use condoms.

    因為在剛果只有3%的人

  • Joseph and Christine,

    使用安全套。

  • who run a pharmacy where they sell a number of these condoms,

    Joseph和Christine,

  • said despite the fact that donor agencies provide them at low or no cost,

    他們擁有的一所藥店裡出售這些安全套,

  • and they have marketing campaigns that go along with them,

    儘管事實上捐助機構提供成本低或免費的安全套,

  • their customers don't buy the branded versions.

    還有提供推銷的活動,

  • They like the generics.

    他們的客戶卻不買帶品牌的。

  • And as a marketer, I found that curious.

    他們喜歡通用的品牌。

  • And so I started to look at what the marketing looked like.

    作為一個營銷員,這令我感到好奇。

  • And it turns out that there are three main messages

    我開始看看產品的營銷看起來像什麼。

  • used by the donor agencies for these condoms:

    事實證明,這些安全套的捐助機構

  • fear, financing and fidelity.

    所使用的三個主要信息是:

  • They name the condoms things like Vive, "to live"

    恐懼,財政和忠誠度。

  • or Trust.

    他們的安全套稱號大多是「萬歲」, 「活著」

  • They package it with the red ribbon

    或「信賴」。

  • that reminds us of HIV,

    他們的包裝採用紅絲帶,

  • put it in boxes that remind you who paid for them,

    提醒使用者關於愛滋病,

  • show pictures of your wife or husband

    然後,盒面提醒你是誰支付它們的,

  • and tell you to protect them

    又印著如妻子或丈夫的照片,

  • or to act prudently.

    告訴你,應保護他們,

  • Now these are not the kinds of things that someone is thinking about

    或應謹慎行事。

  • just before they go get a condom.

    這些都不是人們在去弄取一個安全套之前

  • (Laughter)

    思考的事情。

  • What is it that you think about

    (笑聲)

  • just before you get a condom?

    你認為去弄取一個安全套之前

  • Sex!

    應在想什麼?

  • And the private companies that sell condoms in these places,

    性!

  • they understand this.

    在這些地方賣安全套的私營公司,

  • Their marketing is slightly different.

    他們明白這一點。

  • The name might not be much different,

    他們的營銷略有不同。

  • but the imagery sure is.

    名稱可能不會有太大的不同,

  • Some brands are aspirational,

    但肯定的是圖像大有不同。

  • and certainly the packaging is incredibly provocative.

    有些品牌名稱很有鼓動力

  • And this made me think

    當然包裝是令人難以置信的富有刺激性。

  • that perhaps the donor agencies had just missed out

    這使我想到,

  • on a key aspect of marketing:

    或許捐助機構錯過了

  • understanding who's the audience.

    一個營銷的關鍵:

  • And for donor agencies, unfortunately,

    了解用戶是誰。

  • the audience tends to be

    不幸的是,對於捐助機構,

  • people that aren't even in the country they're working [in].

    觀眾往往不是

  • It's people back home,

    屬於他們正在工作的國家中的人。

  • people that support their work,

    是家鄉的人,

  • people like these.

    支持他們的工作的人,

  • But if what we're really trying to do

    這些人。

  • is stop the spread of HIV,

    但如果我們真正想要做的是

  • we need to think about the customer,

    阻止艾愛病毒的蔓延,

  • the people whose behavior needs to change --

    我們需要想到的客戶,

  • the couples,

    是那些需要改變的人們--

  • the young women, the young men --

    夫婦,

  • whose lives depend on it.

    年輕的婦女,青年男子 --

  • And so the lesson is this:

    他們的生機依賴於它。

  • it doesn't really matter what you're selling;

    因此,教訓是這樣的:

  • you just have to think about who is your customer,

    無論你真正在賣什麼,

  • and what are the messages

    你只要想想誰是你的客戶,

  • that are going to get them to change their behavior.

    用什麼樣的話語

  • It might just save their lives.

    能夠讓他們改變自己的行為。

  • Thank you.

    這才可能挽救他們的生命。

  • (Applause)

    謝謝。

I am a reformed marketer,

譯者: Ana Choi 審譯者: Jenny Yang

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【TED】艾米-洛克伍德。在剛果賣保險套(艾米-洛克伍德:在剛果賣保險套)。 (【TED】Amy Lockwood: Selling condoms in the Congo (Amy Lockwood: Selling condoms in the Congo))

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    Zenn 發佈於 2021 年 01 月 14 日
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