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마케팅트랜드 직장인에게 힘이되는 치과! 캠페인 마케팅

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작성자 몽컴퍼니 댓글 7건 조회 18,940회 작성일 19-07-04

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안녕하세요. 주식회사 몽컴퍼니 이원성 대표입니다.

마케팅을 단순히 블로그 노출에만 의존한다면, 결국 1년 후, 2년 후에도 남는 건 노출 뿐일 것 입니다. 이를 이용해서는 아무런 브랜딩이나 콘셉트를 잡을 수 없죠. 노출 후 반응이 없으면 결국 치료 비용을 이벤트하고, 이러한 악순환은 결국 치과의 불안정한 운영을 일으키게 됩니다.

그리하여, "몽"은 다양한 마케팅 기법을 접목하고 손쉽게 적용합니다.

이번에 소개해드릴 몽컴퍼니, 애드몽의 광고 기법은 우리가 TV광고에서 많이 보는 캠페인 마케팅입니다. 박카스 광고에 많이 접한 광고 기법입니다.



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박카스 광고중에서




21e5e9045f0a29ac46ff5c3d413a3abf_1562208712_4522.jpg 

박카스 광고 중에서



여기서 박카스의 성분과 효능을 설명하고 있나요?

계속 상징적인 의미만 전달을 하고 있습니다. 수억이 들어가는 광고 한편에 왜 이런 형식의 광고를 했을까요? 당연히 현대 사회인들에게 더 많이 어필이 된다는 것을 알기 때문입니다. 박카스 홍보를 위해서는 박카스가 먼저가 아닌 것 입니다. 상황을 설명하고, 감정을 흔들어 그 속에 제품을 끼워 넣는 것 입니다.

이러한 광고 기법은 우리 생활 전반에서 확인 할 수 있는데요. "몽"은 이를 단지 치과에 가져오기만 한 것 뿐입니다. 한가지 사례를 볼까요?



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종로에 위치한 한 치과의 홈페이지 인트로 입니다.

치과에 오는 대부분의 사람들은 직장인이 분명합니다. 그리고 우리는 또 한 가지의 의미를 전달합니다. 박카스처럼 말이죠. "직장인에게 힘이 되는 치과!" 치과와 관련된 영어 문장 하나를 보여주면서 말이죠.



- 2018년에 진행했던 "직장인 마음의 소리" 캠페인


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치과를 찾는 환자들이지만, 그들에게 또 다른 정보를 제공해주는 것, 그들의 호기심을 자극하면서 우리가 전달하고자 하는 메세지를 정확히 전달하는 것, 이것이 브랜딩입니다. 이러한 캠페인 마케팅을 통해 지속적으로 우리 치과가 직장인들과 아주 밀접한 관계를 가지고 있다는 점을 어필하는 것 입니다.

영문장은 총 40여개가 저장 되어 있으며, 새로 고침 할 때마다 랜덤으로 출력이 됩니다. 치과 마케팅을 오랜 기간 하면서 많은 딜레마에 빠졌습니다. 나도 이렇게 지겨운데, 소비자는 얼마나 지겨울까??

길을 걷다 얼굴만 들면 치과가 즐비한데, 검색을 해도 누구 하나 치료를 못한다는 곳이 없고 거짓 후기가 판을 치는 인터넷판에서 진정성 있는 치과를 찾기란 쉽지 않습니다. 치과를 찾는 사람들이 치료를 가장 잘하는 곳 만을 찾아 갈까요? 그리고 그것이 구매 결정을 일으키는 핵심 요소일까요?

그렇지 않습니다. 그 조건은 이미 수 년전에 끝이 났습니다.

시장이 어떻게 변화하나요?

커피숍이 처음 생기고, 어떻게 진화 했나요?

커피숍 > 북카페 > 키즈카페 등등... 커피가 주가 아닌 다른 서비스를 입혀 사람을 불러오고 커피를 팝니다. 치과도 이제 바껴야 하지 않을까요?

치과 > 북치과 > 아로마치과 > 인성교육을 해주는 키즈치과 > 휴식공간의 치과 등등 말이죠.

그리고 이를 위해서는, 인테리어 전부터 "몽"과 함께 고민을 하셔야 합니다.

이제 그냥 치과는, 사람들에게 그 어떠한 공감도 주지 못하게 될 것 입니다.

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https://music.amazon.com/es-cl/podcasts/28b6f73c-50d4-4b3e-87ef-485ea881eee5/episodes/0e198245-13df-497a-8406-e49e88a2919a/appvaytienonline-h5-vay-tia-ch%E1%BB%9Bp-%E2%80%93-vay-ti%E1%BB%81n-gi%E1%BA%A3i-ng%C3%A2n-nhanh-ch%C3%B3ng-trong-ng%C3%A0y
https://music.amazon.com/es-cl/podcasts/28b6f73c-50d4-4b3e-87ef-485ea881eee5/episodes/cfa94fbe-8ab5-4dfc-b972-cdfa17634ed9/appvaytienonline-si%C3%AAu-th%E1%BB%8B-ti%E1%BB%81n-h%C6%B0%E1%BB%9Bng-d%E1%BA%ABn-c%C3%A1ch-vay-5-tri%E1%BB%87u-kh%C3%B4ng-ph%C3%AD-d%E1%BB%8Bch-v%E1%BB%A5
https://music.amazon.com/es-cl/podcasts/28b6f73c-50d4-4b3e-87ef-485ea881eee5/episodes/0c709b88-9855-4afa-8b83-6d168622a589/appvaytienonline-vaynhanhpro-vay-ti%E1%BB%81n-an-to%C3%A0n-duy%E1%BB%87t-nhanh-si%C3%AAu-t%E1%BB%91c
https://music.amazon.com/es-cl/podcasts/28b6f73c-50d4-4b3e-87ef-485ea881eee5/episodes/bdc862b5-5558-4850-bb28-abd86795dd77/appvaytienonline-%C6%A1i-vay-l%C3%A0-g%C3%AC-c%C3%B3-l%E1%BB%ABa-%C4%91%E1%BA%A3o-kh%C3%B4ng-c%C3%A1ch-vay-ti%E1%BB%81n-online
https://music.amazon.com/es-cl/podcasts/28b6f73c-50d4-4b3e-87ef-485ea881eee5/episodes/3477211f-6026-4b5e-a4f5-8a189b886740/appvaytienonline-happy-vay-%E1%BB%A9ng-d%E1%BB%A5ng-cho-vay-ti%E1%BB%81n-ng%E1%BA%AFn-h%E1%BA%A1n

finbroapp님의 댓글

finbroapp 작성일

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