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February 27, 2010

刚才收到我在北京的网友来信,全文如下:

http://help-yifan.org/situation.html

为呢照顾小怡帆,潘家父母亟需在波士顿儿童医院附近寻租房.

大概一年左右.不知道有没有在波士顿的热心朋友能帮忙给点建议之类的.比如大概区的选择,价位等.

多谢多谢

并祝大家

元宵月儿圆又圆,香甜汤圆圆又圆,亲朋好友更团圆,元宵佳节,

带着圆圆的祝福,希望你从今万事皆圆,全家团团圆圆!
************我是爱心分隔线************
各位走过路过,不要错过,帮忙敲下酱油瓶,传个话。了解波士顿的,给个建议,让他们全家能安安生生治病养病。我给大家行礼了。
January 14, 2010

用了中国四大发明的doodle,和.com不一样

用某个特别敏感的词去搜了一下,和.com比较,显然结果还是不一样的。

看起来我们又被google总部涮了,这次是另外一轮免费广告。下次不当google的茄子了,爱干嘛干嘛。

January 28, 2009

今天看到这么一句话:

这一点是所有中国老【板】的通病,他们宁愿去听外面一个傻逼随便胡说的几句话,也不会相信公司员工的一句建设性意见

这话不是我说的,是三表哥说的,只有那对括号跟里面的“板”字是我加的。我今天也不是来讨论中国人的人性的,看我blog的人都知道,我对人性的关注,仅仅限于如何能赚钱。

我把这句话拎出来,其实是因为我相信,这个不是中国人的问题,也不是中国老板的问题。这其实是好多人的问题。其实好多人的问题就不是问题,是人性。

今天我跟一个老美同事聊天,她说她也喜欢逛论坛;更好玩的是,相对网络广告,她宁可相信论坛上面另外一个完全不认识的用户说的话;最好玩的是,她说她周围的好多人都是这样。

也就是说,老美也好,老中也好,老板也好,打工的也好,大家都会宁愿相信某个不认识的人的话,而对自己认识的人的合理建议充耳不闻。而且的确,我们经常听到有人抱怨自己的孩子,长辈或者朋友不相信自己的忠言,却对路人的话深信不疑。

为什么呢?为什么现实中的关系,反而降低了信任度呢?

January 21, 2009

嗯,这是一个物理问题,也是一个广告问题。

假如我们看了一则视频广告,比如冯导的贺岁片,然后我们记住了一些品牌的名字,这些名字,有多少能在我们的记忆里面存活到我们真正进行购买的时刻?比如斯巴鲁,比如北海道,比如海航,这些品牌的关键字,在我们脑子里能存在多久呢?

假如我们的脑子里面记忆关键字的部分,用的是utf-8的编码,那么北海道这三个字是9个字节;假如冯导在整个《非诚勿扰》里面往我们脑子里面灌输了256次北海道,那么我们的脑子里有256 * 9个字节来表示这些“北海道”们;假设我们脑子里管记忆的神经元,每一个小时有一半的可能性忘掉原来记忆的东西,那么出了电影院,脑子里面只有64*9个字节用来存储北海道这个印象;假如我们第二天想起来要出国旅游,按照这个半衰期模型,我们想起北海道的可能性是多少呢?

好了好了别算了,我弄出这么一堆假设,公式和数字,不是为了真的要算出个数字来。人的脑子不是计算机,这个模型不会给出什么有意义的结果的。我想说的是:

  1. 广告的目的是为了导致消费
  2. 传统广告为了导致消费,必须增强消费者对产品的记忆,以期到了消费的时刻,消费者能够想起这个产品
  3. 所以产生了广告轰炸-为了增强记忆
  4. 所以产生了品牌-为了把信息变成容易记忆的关键词或者图像,好压进我们脑子里面那个小小的,有半衰期的存储器里面去
  5. 互联网广告将改变这一切,google AdWords走出的,仅仅是第一步。
January 6, 2009

为什么互联网广告击败报纸?

  1. 互联网广告是别人花钱买屏幕,别人花钱买硬盘,别人花钱买带宽,别人花钱交电费来看你的广告。报纸是报社花钱买纸买印刷买渠道来让你看广告。成本啊成本。
  2. 搜索广告可以根据用户的输入来猜测用户的兴趣,然后给出相对精确的广告投放。搜索广告相对于普通广告,是信息和噪音的区别。转化率啊转化率。

我们再来看看咖啡桌上的液晶屏:

  1. 这个是广告商买屏幕,买位子买电费来骚扰用户
  2. 用户的喜好都不知道,就知道狂轰滥炸。
  3. 在中国,喝咖啡是一件很高尚很小资的事情,广告是一件很庸俗很没情调的事情。

如果我在中国的一个高档会所喝咖啡,那我一定会跟桌面上的那个广告牌说:

拜托,你以为我在这里花30块买杯中药汤是在自虐啊?我这是在享受生活!麻烦您不要再继续那个痔疮贴的广告了好吗?您的这杯拿铁我请了。

什么?你说你是一个广告牌,不会喝拿铁?没关系没关系,告诉我你的USB口在哪里,我替你灌进去。

January 4, 2009

最近在很多论坛上面看到各种各样的软文,花样品种齐全。有一门心思夸某个产品的,有半推半就羞答答说某个产品还不错的,还有故意说过头话,然后换个马甲上来拔刀相助的。不过,谁也不肯承认自己是软文。好像拿了钱,帮别人说话,就不是大侠了,变成杀手了。

其实,能上网的人,有那么傻么?你一篇文字里面,有一半是说某个产品的,那么这个文章的软文指数就是50%,剩下一半如果是其他有用的东西,那么还好,还会有人看;如果剩下一半都是废话,那么恭喜,您这篇大作的软文指数已经趋近于100%了。谁都不是傻子,大家就是懒得把输入法弄出来,登录了以后上来揭露。

不过话又说回来,软文难道就是罪过么?要我说,软文不是罪过,拿了钱还要当大侠,那才是罪过。你拿了人家的钱,就老老实实的说,我这是拿人钱财,替人消灾,也落得光明磊落。如果你不但坦白,还能相对公正的评价一个产品一个服务,那么你还保持了一个软文作者的职业道德,这也会对你的软文事业有更大的帮助:你没把你的读者当傻子,你的文章有起码的可信度,这个比忽悠读者更长久。

其实你看各种产品评测,不都是软文么?他们拿钱,都拿的理直气壮。

December 24, 2008

今天看到keso说新浪收购分众,这里说说对分众的印象。

我是06年第一次体验到分众的,当时是在上海的地铁里。其实之前从机场出来,在出租车里也有,但是我完全没有注意到广告,光顾着说话了。

在地铁里注意到分众,一个是因为独自乘车,除了看旁边的美女也没啥娱乐,另外是因为地铁里的液晶屏比出租车里的大而且干净。至于内容,我第一印象是重复,无边无际的重复。我从八佰伴站到徐家汇,总共也就看了5个广告吧。我开始还以为分众是联网的,看到第一次重复的时候,才知道原来连个硬盘的容量都没有。

不过我这里想说的,是对广告的印象。这5个广告里面,我只记住了一个:某护手霜广告。记住它的原因,第一是因为它是一个卡通广告。这么多年被央视轰炸下来,我对真人广告早就没反应了,卡通还好一点;另外,这个广告内容比较搞笑:是说一个女孩失足落崖,吊在一棵树上,然后某帅哥来救美,但是因为女孩手上干燥有静电,导致救援失败。

可以说这个广告和另外4个相比还是成功的,唯一的不足是:我不记得到底是哪个牌子的护手霜了。如果我要给老婆买护手霜,估计就随便挑一个牌子买了。也是,我当时看分众的目的,就是无聊解闷,搞笑的部分结束了,我的注意力自然就转移了,后面跟的那段品牌说明也被忽略了。

这里说一个我记住的广告吧。这是HomeDepot的广告,HomeDepot是美国最大的房屋装修连锁店之一,国内也开了连锁店。这个广告开始,是一个小男孩在给他的同伴吹牛,说他爸爸什么都会干,会在院子里的大树上造一个大家可以进去玩的房子;镜头一转,这个小男孩的爸爸对一个HomeDepot的店员说:我从来没造过树上的房子,我根本不知道我在干什么…然后广告就在儿子和父亲的镜头之间交替,一边是儿子在继续跟朋友吹自己父亲有多能干,是个天才;另外一边是父亲在店员的指导下购买木材,钉子,工具和图纸,并在店员的指导下在家里开工。最后,父亲,儿子和儿子的朋友们在崭新的树房子里露营,儿子临睡前对爸爸说:谢谢你爸爸。

这个广告的精妙之处,第一在于保持了合适的张力:儿子出于对父亲的崇拜而吹牛,父亲的紧张,造成了一种有趣的情节,吸引观众继续看下去,而最后的温馨结局,突出了店家服务的重要性。另外,尽管广告最后照例宣读了“You can do it, we can help”的广告词,但是作者显然知道观众容易忽略最后的广告词,在广告中间一直是有关HomeDepot的镜头,不断出现的橘黄色的标志,让观众不会把这个广告记成是竞争对手Lowes的广告(Lowes的色调是海蓝色)。

从这个广告对比国内那些广告,其实可以看出国内广告还是有很大发展空间的。如今搏出位不容易,连何炅姐姐穿粉红衬衣都不能争取眼球了,到处都是粉红衬衣的男生。但是要吸引注意力还是有机会的,看看那些铺天盖地的广告吧,一个个都好像脑白金吃多了,信心爆棚般的说道:“XXX,信心的保证!!!”这跟20年前,说“省优,部优,国优,实行三包,代办托运”有区别吗?大家都一样的广告,除了烧钱还有什么用呢?

为什么不能少一些枯燥的叫嚣,有一些更独特,更贴近人心的广告呢?