行銷推廣
Marketing

為什麼要行銷？因為產品再怎麼好，賣不出去也沒有用。

Why is Marketing important? Because no matter how good a product is, it's useless if it can't be sold.

沒有充足資金做廣告預算的店家，可以採用直效回應行銷。直效回應行銷目的是打中潛在顧客，等他們成為顧客後，再轉為忠實粉絲。

For businesses without sufficient funds for advertising budgets, they can adopt direct response marketing. The goal of direct response marketing is to target potential customers, convert them into customers, and then turn them into loyal fans.

這 3 個階段分別可以切割出 3 個步驟。

1.前期準備

目標：打平贏得顧客的成本

鎖定對象：潛在顧客 → 引發興趣

2.努力過程

鎖定對象：顧客 → 產生好感

3.事後服務

目標：打造企業真正獲利來源

鎖定對象：忠實粉絲 → 培養信任

Preparation Phase

Goal: Leveling the cost of acquiring customersTarget: Potential customers → Spark interest

Effort Phase

Target: Customers → Foster goodwill

After-sales Service

Goal: Establishing the true source of enterprise profitsTarget: Loyal fans → Cultivate trust

行銷方式 Marketing methods

過去銷售大多透過打折、宣傳的方式來吸引顧客，但現今消費者不只有追求高性價比，還會關注網路評價、成本透明度，更注重價格之外的消費體驗，而消費者也有更多管道去評比及性價分析，像是論壇、部落格或 Dcard…等，這也表示業者需要廣泛思考各種行銷模式來提高曝光度。

以下為幾種常見的行銷方式：

一、傳統媒體

傳統媒體包含電視、報紙、雜誌等，早期以電視廣告為大宗，因為需投入較高的廣告資金，具有一定規模或國際的餐飲品牌才有辦法在電視上曝光。網路資訊的快速傳播進而挑戰傳統媒體，市場的縮小使得宣傳效益不高，所以這些傳統的媒體也開始經營網路平台。

二、社群行銷
部落客、Youtuber、KOL透過文章或影音等方式介紹店家，提供網友更多資訊。業者可評估自身品牌定位挑選合適的合作對象，為品牌打造口碑。舉例來說，高單價的餐廳可用 KOL 行銷，並經常與各行業的意見領袖切磋交流，甚至可邀請試菜，聆聽更多專業意見及想法。

三、自媒體行銷
業者可以自行管理自媒體，運用各網路社群平台宣傳，例如Facebook 及 Instagram等，除了定期po文更新內容之外，也可透過活動與消費者有更多互動。

In the past, sales were mostly driven by discounts and promotions to attract customers. However, today's consumers not only seek value for money but also pay attention to online reviews and price transparency. They prioritize consumption experiences beyond just price, and they have more channels to compare and analyze value for money, such as blogs, or Dcard. This indicates that businesses need to consider various marketing strategies to increase exposure. Below are several marketing methods:

Traditional Media : Traditional media includes television, newspapers, magazines, etc. Television advertising was predominant in the early days, but it required significant advertising budgets, making it accessible only to certain large-scale or international food and beverage brands. The rapid spread of online information has challenged traditional media, leading to diminished advertising effectiveness. Consequently, traditional media platforms have also started operating online.
Social Media Marketing : Bloggers, YouTubers, and KOLs introduce businesses through articles or videos, providing more information to internet users. Businesses can assess their brand positioning and select suitable collaborators to build brand reputation. For instance, high-end restaurants may use KOL marketing, engage with opinion leaders from various industries, and even invite them to taste dishes to gain professional insights and feedback.
Self-Media Marketing : Businesses can manage their own self-media and use various social media platforms for promotion, such as Facebook and Instagram. In addition to regularly posting content updates, they can also interact more with consumers through activities.

建置品牌的官方網站 Brand's official website

品牌官方網站可以放各種內容到網站裡面做SEO，提供有用的資訊，解決客戶的痛點，為品牌累積忠實的粉絲客戶。架構完整的官方網站還可以使用網路工具做大數據分析，可以將顧客分類進行不同層次的銷售。

The brand's official website serves as a platform to host various content for SEO purposes, providing useful information and addressing customer pain points to accumulate loyal fans. A well-structured official website can also utilize online tools for big data analysis, allowing for customer segmentation and different levels of sales strategies.

善用社群平台宣傳 Social media for promotion

台灣網路資訊中心公布的「2019年台灣網路報告」顯示，國人的使用Fcebook的使用率為98.9%，其次為Instm的38.8%，不少店家都會建設Facebook和Instagram的粉絲頁，為的是從客戶熟悉的語言切入，讓更多人能看見自身品牌。社群行銷是現今很重要的一種力量，網路的影響力雖能造成爆紅效應，然而爆紅帶來的人潮可能會造成店面運作的災難。應當評估品牌自身的定位，並擬定合適的行銷手法來吸引目標族群。

According to the "2019 Taiwan Internet Report" published by the Taiwan Network Information Center, the usage rate of Facebook among Taiwanese is 98.9%, followed by Instagram at 38.8%. Many brand create Facebook and Instagram to engage customers in familiar languages, aiming to increase brand visibility. Social media marketing is a crucial force in today's landscape. While the influence of the internet can lead to viral effects, the influx of customers resulting from virality may pose operational challenges for brand. It's essential to evaluate the brand's positioning and devise appropriate marketing strategies to attract the target.

同業/異業合作 Collaborate with different industries and companies

八曜和茶和一沐日兩家手搖飲料店共同推出期間限定的「八曜一沐日」聯名活動，推出結合雙品牌特色元素的「柚香307」與「粉粿」，化競爭為合作，借力使力做不一樣的推廣。除了同業合作外，異業合作的案例也不少。麻古茶坊和Snoopy聯名，推出兩款主題杯和聯名飲品；肯德基與「原神」的線上線下聯動；可不可熟成紅茶KEBUKE Tea Co.×PEANUTS花生漫畫史努比×故宮雙品牌Tales神話言的三方異業合作，對於消費者來說，既能帶來新鮮又可增加話題性。

8yotea and aniceholiday, two bubble tea shops, collaborated on a limited-time joint promotion called "8yotea aniceholiday," introducing the "Yuzu 307" and "Rice cake," combining the distinctive elements of both brands. By turning competition into cooperation, they leveraged each other's strengths to create a unique promotion. Besides collaboration within the same industry, there are also numerous cases of cross-industry cooperation. For example, Macu tea partnered with Snoopy to release two themed cups and joint drinks; KFC collaborated with Genshin ; KEBUKE Tea Co. collaborated with Snoopy and the National Palace Museum's brand Tales to create a three-way cross-industry collaboration, bringing freshness and increasing conversation topics for consumers.

打造有趣的附加價值 Creating intriguing added value

讓消費者願意分享,關鍵在於創造品牌「獨特性」，如師園鹽酥雞捨棄傳統VIP會員制，以高質感的禮盒紙袋取勝，憑著稀有卻又非取之不易的特性，吸引大眾注目並消費，無形中趁勢宣傳品牌；或是將台味十足的「茄芷袋」製成專屬商品，成功擄獲觀光客好奇心。

The key to making consumers willing to share lies in creating brand "uniqueness." For example, ShiYun Fried Chicken abandoned the traditional VIP membership system and instead won with high-quality gift boxes and paper bags. With their rare and hard-to-get characteristic, they attract attention and purchases from the public, subtly promoting the brand. Another example is transforming the Taiwanese-style bag into an exclusive product, successfully capturing the curiosity of tourists.