Table of Contents
前言
你有沒有這方面的困擾？現在太難存錢！就算自己已經省吃儉用還是會覺得錢跑去哪裡了，我來為大家揭秘，現在的營銷手法是越來越多樣化，所以別怪自己存不了錢，真的敵不過商家的營銷策略，分分鐘我們就合法的把錢給了商家。
不知道你有沒有注意到，時代的變化不止改變了我們的生活，連營銷手法也不一樣了，從前促銷可能只有報紙電視或者在街上拿到傳單才有機會接觸；現在不一樣-電郵，社交媒體廣告，只要你用網絡就會遇到不同的促銷廣告，不出去都能夠讓你花錢，而且靠著大數據鎖定的客戶更為準確，能讓商家不必大海撈針的尋找目標客戶。
其實我只是個程序猿，我沒學過營銷，只是有時會去看看學學一些比較有趣的營銷故事，痴心妄想的想著有天希望能 變成營銷大師（夠不要臉）。今天就來分享一個公司的營銷手法絕對是你沒想過的，因為是從我們熟悉的卡通 – 瑪麗歐的營銷新視角。在你還沒看過今天文章你覺得不相信也有這種營銷手法，有在創業的你記得要看下去！
聲明：我對營銷不是很大師，也許有些是說錯的，都是我自己的意見，也歡迎你來糾正我，讓我學習。
如何變成營銷大師 ？ 瑪麗歐來教你！
為什麼會有這個營銷策略？
想必不管大人小孩都有玩過這款遊戲，超級瑪麗歐 就像好故事一樣，它以一個英雄開始：超級瑪麗歐。在超級瑪麗歐視頻遊戲中，當瑪麗歐遇到並跑進一個蘑菇時，他就會變成超級瑪麗歐，增加他的速度和無敵能力。
那麼男裝電子商務零售商Huckberry的團隊以這種隱秘的方式吸引和保持你的注意力。Huckberry把遊戲轉換成營銷概念並將這個概念變成了一個方程式。 Huckberry並沒有發明這個方程式，他們在網上找到了這個方程式，所以這不是個原創方案，只是他們懂得利用。
瑪麗歐營銷手法的方程式
Huckberry團隊在辦公室的牆上貼了一張這個方程式的小圖。
瑪麗歐 + 蘑菇 = 超級瑪麗歐
在這個方程中，瑪麗歐是客戶。蘑菇是你的產品。超級瑪麗歐是你的產品的客戶。
現在，這裡是Huckberry的啟示性關鍵。在你的業務中，你不是在銷售蘑菇，你是在銷售超級瑪麗歐。從另一個角度再說一遍：你不是在賣你的產品或服務，你是在賣你的客戶將如何被你的產品或服務所影響。
因此，公司經常陷入銷售產品的困境，只告訴客戶產品本身，而沒有將其與客戶如何接受產品聯繫起來。 的那個你被銷售，你一定都聽到這類的術語：”我們做這個，我們的產品是這個”。這往往是那種被推銷的感覺的來源。這當中我們就忽略了一個重大重點，你沒有與你的客戶建立聯繫。相反，你只是集中在如何在推銷你的產品，而沒有考慮客戶的解釋或需求。可能這個就是你和銷售大師的差距了。當然，產品教育也是很重要的，但當涉及到營銷和銷售時，記得要用信息來引導超級瑪麗歐也就是產品的客戶。
如何擬定內容營銷
假設你的企業是一家咖啡店。你向人們出售一杯杯咖啡。這些基礎信息顯示了 “蘑菇 “信息與 “超級瑪麗歐 “信息之間的對比。把蘑菇與超級瑪麗歐稱為產品的特點與產品的好處。當你銷售蘑菇的時候，你的信息傳遞集中在產品的特點上。當你銷售超級瑪麗歐時，你的信息傳遞集中在產品的好處上。從營銷的角度來看，我們可以把這個問題再進一步。當你銷售 “超級瑪麗歐 “時，有機會講一個故事，這個故事不一定是關於你自己或產品的，而是通過連接這些好處對消費者的影響。編織一個親身經歷或者你遇到的故事的方法往往更有感情，如果是真實的，將建立消費者的投資和信任。
下面的圖片更好的說明蘑菇和超級瑪麗歐之間應該如何設定（以咖啡店為例子）：
所以這裡不得不要稱讚Huckberry的智慧，Huckberry團隊是營銷方面的天才，他們講故事的能力是很強的的。我將分享兩個他們的營銷信息的例子，更能很好地說明了超級瑪麗歐營銷手法。
72小時T卹
幾年前，Huckberry開始銷售Proof公司的美利奴T卹（Merino）。美利奴羊毛具有天然的吸濕性，抵抗異味，並能調節溫度。這是一件非常適合冒險的T卹。但Huckberry並沒有就此罷休。
相反，他們圍繞著穿著這件T卹去冒險會是什麼樣子創造了一個完整的故事。他們從命名方式開始，用這個名字來強調這件T恤的72小時抗異味能力。你可以穿著這件襯衫度過整個週末。但不是普通的周末，取名為週末探險。
Huckberry的72小時T恤的截圖 為了推出這件襯衫，Huckberry分享了他們的團隊到墨西哥城進行72小時旅行的故事，三天都穿著這件襯衫，並測試了廣告中的好處。隨著該系列的每一次發布，Huckberry都會發布一個新的72小時冒險，前往冰島、科德角以及兩者之間的任何地方，為客戶提供關於哪里和如何旅行的想法，但也漂亮、簡單、引人入勝地說明了這件襯衫的真正好處。
顧客現在不再只是了解這件T恤的天然吸濕性、抗異味和調節溫度（蘑菇），而是思考某種版本的 “我想這樣冒險–有了這件衣服我就能更好地裝備自己”（超級瑪麗歐）。
日本廚師刀
隨著Huckberry開始提供更多的家庭用品，他們首次推出了一種新的日本廚師刀，它的價格較高。當他們通過電子郵件宣傳該產品時，他們沒有簡單地列出該刀的屬性，而是鏈接到一個廚師使用該刀的現場演示，並介紹如何磨刀。
這個演示向顧客展示了這把刀的威力：有了正確的工具，烹飪會變得多麼容易，以及對設備的保養會使投資物有所值。它還幫助顧客克服了不知道如何使用新工具的任何情感障礙。他們不是告訴人們這把刀有多好，而是向他們展示他們可能用它做什麼。
這個概念改變了發布營銷信息的方式，現在不再默認描述產品，而是默認產品將如何改善客戶的生活，從而建立聯繫。
如何使用超級瑪麗歐的方程式
那麼你要如何識別你的超級瑪麗歐呢？
你知道你的產品或服務很冷門，但你上次考慮對客戶的影響是什麼時候？大多數企業家都是在確定了一個能解決問題的產品或服務後才開始創業的。當你在思考你的超級瑪麗歐時，這是一個很好的開始。你的企業能解決什麼問題？你的客戶關心的是什麼？如果你陷入困境或感覺與客戶脫節，閱讀客戶的反饋，找出你所提供的影響的模式，往往是有幫助的。
那麼鎖定好了你的超級瑪麗歐後，現在決定你要如何銷售你的超級瑪麗歐。
一旦你確定了你的產品或服務的好處，考慮你要如何提供這些信息。與其只是轉述影響，為什麼不使用講故事的方式，或者開發一個創造性的概念，幫助你的信息傳遞落地？確保你在講一個超級瑪麗歐的故事。
你可以這麼做：寫出十個可能發生的版本。試試這個技巧，以突破陳詞濫調或明顯的故事，並到達那個獨特的想法，傳達你的超級瑪麗歐，並與你的客戶建立最密切的聯繫。
最後你要應用你的超級瑪麗歐
有了 “超級瑪麗歐”的概念，你將會審視你所有的信息傳遞，無處不在。它應該觸及你的每一條信息，從你的主頁到產品描述，從社交媒體到電子郵件，不一而足。這可能有點令人生畏，所以如果你沒有時間進行全面的、無提示的審計，就從你的下一個活動開始。
Grit Coffee的後疫情逆襲
2020年4月，Grit Coffee要求一家宣傳公司幫助他們完成向電子商務的大流行轉變。宣傳公司就在思考能否想出一個辦法，鼓勵人們在他們的商店關閉時購買咖啡？幸運的是，Grit團隊已經註意到，一些客戶在那個緊張的時期將咖啡作為禮物送給朋友、家人和非營利組織。宣傳公司怎樣才能鼓勵人們做更多這樣的事情呢？
Grit咖啡深思熟慮地釀造了來自世界各地的咖啡豆。但在那個時候，咖啡代表的不僅僅是這些。大多數人在工作都需要咖啡因來保持警覺，抵禦不眠之夜。我們需要在不確定的時期保持一種正常的感覺，而有什麼比咖啡更常規呢？為了響應那些向他人贈送咖啡的人的慷慨精神，宣傳公司想出了 “咖啡是我的愛的語言 “活動，它講述了在分享一杯咖啡的行為中可以找到的那種溫暖和愛的感覺。
結語
我很佩服Huckberry團隊的想法，能把一個遊戲和一個營銷策略結合，幫助他們的生意，主要三個主要步驟就是如何識別你的超級瑪麗歐，如何銷售你的超級瑪麗歐，應用你的超級瑪麗歐。雖然不是創新但是已經可以利用這個營銷手法幫助自己和其他合作的行業復活也是個很好的策略，假如你也有產品是符合這類的營銷手法不妨參考看看，也能分享你的觀點讓這個超級馬里奧的營銷手法更適合你的理念。
第一次分享營銷類的主題，畢竟不是大神，很多專業的細節我是不清楚的，有什麼不對的地方多多包涵，那麼假如你喜歡我第一次分享的銷售主題也可以告訴我，我會定期的分享！
這期的文章就到這裡，謝謝你看到這邊，假如有什麼想要知道的歡迎留言，也能和我分享你的意見。
假如你還沒看本期的週報，可以點擊下面按鈕馬上閱讀精彩內容哦！
最後，假如你喜歡這期文章或者覺得對你有幫助，希望你能幫我分享出去給其他人，
或者你能花 10 秒點擊下方拍手按鈕， 免費支持我，讓我有動力的繼續下去！
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