EP09 • 渠道选择与整合营销 | Artisan Brew Co. 市场拓展

欢迎回到《营销案例训练营》播客。有一阵子没见了，很高兴再次与大家相聚。

Welcome back to Marketing Case Boot Camp Podcast. It's been a little while. Great to have you with us again.

是啊，回来真好。

Yeah. Good to be back.

今天我们要探讨一个对所有营销人员都至关重要的话题，尤其是刚入行的朋友——营销渠道选择。

Today, we're tackling something really fundamental for, well, any marketer, but especially if you're newer to the game marketing channel selection.

没错。究竟该如何选择最佳方式连接客户，同时达成商业目标呢？

Right. How do you actually choose the best ways to connect with your customers and, you know, hit your business goals?

听起来简单，实则不然。如今选择实在太多了。

It sounds simple, but it's really not. There are so many options now.

确实。从初创小公司到国际大品牌都面临这个挑战。现在不再是单选一个渠道，而是要构建完整的协同策略。

Exactly. It's a challenge for everyone, from tiny startups to massive brands. It's not just picking one channel anymore, it's about building a whole cohesive strategy.

完全同意。为了深入剖析这个问题，今天我们将分析ArtisanBruco的真实案例。

Totally. And to really get into the nuts and bolts of this, we're gonna use a real world case study today. We'll look at ArtisanBruco.

啊，是的。ABC公司。

Ah, yes. ABC.

他们正在开拓新市场，我们将通过其案例解构渠道选择背后的战略思维。不仅要展示哪些渠道可能有效，更要演示如何系统性地解决这个问题。

They're expanding into a new market and will use their situation to unpack the strategic thinking behind choosing channels. We want to show you not just what channels might work, but really how to approach the problem.

希望能为大家提供实用建议，或许还会分享一些技巧窍门。

And hopefully give you some practical tips and maybe a few hacks along the way.

没错。这个理念是为你提供一个框架，一种思维方式，让你能将其应用于可能遇到的类似商业问题中。使你成为更敏锐、更具战略眼光的营销人员。

Yeah. The idea is to give you a framework, a way of thinking that you can apply to similar business problems you might face. Make you a sharper, more strategic marketer.

听起来不错。我们开始深入探讨吧。

Sounds good. Let's dive in.

好的。那么首先，当我们说营销渠道时，具体指的是什么？让我们先明确一下基础概念。

Okay. So first things first. When we say marketing channels, what exactly are we talking about? Let's just baseline that.

当然。最简单的理解，营销渠道就是企业用来接触潜在客户和顾客的路径或媒介。

Sure. At its simplest, a marketing channel is just the path or the medium a business uses to reach prospects and customers.

比如？

Like?

哦，可以是任何形式。直销团队、零售店铺、像亚马逊这样的在线市场、电子邮件、社交媒体、网红营销，甚至是传统的电视或广播广告。

Oh, it could be anything. Direct sales teams, retail stores, online marketplaces like Amazon, email, social media, influencer marketing, even good old fashioned TV or radio ads.

明白了。就是这些通路。为什么选择正确的渠道如此关键？公司难道不能每种都尝试一点吗？

Got it. So the pathways. Why is picking the right ones so critical? Couldn't a company just, you know, try a bit of everything?

理论上可以，但这通常不是最佳策略，尤其对初创公司或进入新市场时。选择正确的渠道至关重要。

Well, you could, but it's usually not the best approach, especially for startups or when entering a new market. Choosing the right channels is crucial.

为什么呢？

Why is that?

正确选择能显著降低风险、减少运营成本、大幅提升销售覆盖范围、建立至关重要的品牌资产，而且坦白说能让整个客户体验更好。本质上这是确保你的产品在正确的时间、正确的地点被正确的人看到。你要最大化投资回报率，而不是盲目花钱。

Getting it right can seriously reduce your risk, lower your operating costs, massively increase your reach in sales, build that all important brand equity, and honestly just make the whole customer experience better. It's fundamentally about making sure your product gets seen by the right people at the right time in the right place. You want to maximize that return on investment, just spend money.

没错，要让每一分钱都花在刀刃上。这里有个案例研究——Artisan Brew可乐公司，非常有意思。我们先来设定一下背景。

Right, making every dollar count. This is where a case study, Artisan Brew Coke, gets really interesting. Let's set the scene.

好的。

Okay.

想象一下ABC公司。他们是一家高端手工饮料公司，在美国西北太平洋地区做得非常成功，在那里拥有一批忠实的拥趸。

So, imagine ABC. They're a premium craft beverage company, doing really well in the Pacific Northwest. They've got a strong loyal following there.

是的。他们在本土市场占有28%的份额，这相当惊人。而且保持着持续增长，年增长率约20%。

Yeah. A 28% market share on their home turf, which is pretty impressive. Consistent growth too, like 20% year over year.

他们还有这些独特的产品：手工冷萃咖啡、植物提神饮料、零酒精社交饮品。主打精致无酒精选择。

And they have these unique products, craft cold brews, botanical refreshers, zero proof socials. Think sophisticated and non alcoholic options.

所以ABC在西北部发展得很好，但现在他们想要扩张，目标是东北部地区。

So things are good in the PNW, but now ABC wants to expand, they're targeting the Northeast.

没错，具体是大都市中心，波士顿、纽约市、费城这些竞争极其激烈的市场。

Yep, specifically big urban centers, Boston, New York City, Philadelphia, highly competitive markets.

竞争非常激烈。他们为此拨出了相当可观的预算——75万美元的营销资金，用于为期六个月的上市推广活动。

Very competitive. And they've set aside a decent chunk of change for it, a 7 and $50,000 marketing budget for a six month launch campaign.

但关键问题是，他们不能简单照搬西北太平洋地区的成功模式。这不是个复制粘贴就能搞定的事。

But, and this is the key thing, they can't just replicate their Pacific Northwest playbook. It's not a copy paste situation.

当然不是。东北地区面临的挑战非常严峻。

Definitely not. The challenges in the Northeast are significant.

跟我们说说这些情况。

Tell us about those.

首先，品牌认知度几乎为零，不到5%。没人知道他们是谁。

Well, first off, brand awareness is practically nonexistent. Less than 5%. Nobody knows who they are.

别。

Don't.

然后还有已经占据货架主导地位的成熟竞争对手。再加上那里的消费习惯不同。

Then you've got established competitors already dominating the shelves. Plus consumer habits are different there.

怎么不同？

How so?

市场调研显示更多是即饮消费，人们寻求饮料的功能性益处，可能对价格稍微敏感些，但仍愿意为真正的高品质买单。

Market research shows more on the go consumption, people looking for functional benefits in their drinks, maybe a bit more price sensitive, but still willing to pay for real quality.

明白了。

Okay.

而且媒体环境碎片化，消费者非常依赖他们信任的推荐，要争取商店里的优质货架位置。这又是一场硬仗。

And the media landscape is fragmented plus consumers really rely on recommendations they trust, getting that premium shelf space in stores. That's another major battle.

所以是块难啃的骨头。他们的首席营销官还为这次为期六个月的750计划制定了具体目标。

So a tough nut to crack. And their CMO has laid out some specific goals for this 750 six month push.

没错。目标明确。他们需要在那些重点城市达到20%的品牌认知度。

Right. Clear objectives. They need to hit 20% brand awareness in those key cities.

从不足5%起步，雄心勃勃。

Ambitious from under 5%.

非常雄心勃勃。同时，在15万消费者中开展产品试饮活动，让人们真正品尝到产品。

Very. Also, generate trial among 150,000 consumers. Get people to actually taste the product.

对饮料来说这很合理。

Makes sense for a beverage.

确保与至少200家高端零售门店建立合作，必须拿下货架位置。在东北地区建立5万名潜在优质客户的数据库。

Secure partnerships with at least 200 premium retail locations. Gotta get that shelf space. Build a database of 50,000 qualified prospects in the Northeast.

好的，这是在构建未来的客户基础。

Okay. Building a future customer base.

没错。总的来说，为长期增长奠定基础。这就是他们渠道策略需要解决的商业问题。

Exactly. And generally, lay the groundwork for long term growth. So that's the business problem their channel strategy needs to solve.

好吧，相当有挑战性。那么我们来剖析一下，像ABC这样的公司，或者任何面临新市场的营销者，是如何开始布局这些渠道的。究竟该从哪里入手？

Okay, quite the challenge. So let's unpack how a company like ABC or really any marketer facing a new market starts cheesing those channels. Where do you even begin?

最首要的一步——几乎所有营销专家都会告诉你——你必须深入了解你的目标受众。

The absolute first step, and you'll hear this from pretty much every marketing expert, is you have to understand your target audience deeply.

好的，了解你的客户。这在实际操作中包括哪些内容？

Okay, know your customer. What does that involve practically?

这意味着不仅要确定他们的人口统计特征，还要掌握他们的偏好、行为习惯、什么能打动他们，最关键的是他们实际把时间花在哪里？他们喜欢如何获取信息或做出购买决策？

It means nailing down their demographic, sure, but also their preferences, their behaviors, what makes them tick and critically where do they actually spend their time? How do they like to get information or make buying decisions?

不仅要了解他们是谁，还要掌握他们在线上和线下常出没的场所。

Right not just who they are but where they hang out online and offline.

没错。ABC的研究表明，东北部消费者与太平洋西北部的客户群截然不同。那种快节奏生活方式、对功能效益的关注、依赖可信信息源的特质——这些洞察价值连城。

Precisely and for ABC their research show that Northeast consumer is different from their PNW base. That on the go thing, the functional benefits focus, relying on trusted sources, that insight is gold.

那么当我们充分了解受众后，下一步该做什么？

So once you've got a good handle on the audience, what's next?

接着就要评估渠道本身。你需要考量潜在覆盖率——这个渠道真能让你触达足够多的目标受众吗？

Then you start evaluating the channel options themselves. You look at things like potential reach. Can this channel actually get you in front of enough of your target audience?

明白。

Okay.

参与度——受众会在这个渠道与你的信息互动吗？成本效益——投资回报率如何？预算是否允许？

Engagement. Will people interact with your message on this channel? Cost effectiveness. What's the likely ROI? Can you even afford it?

还有适配性——这个渠道真的适合你的产品或服务吗？

And compatibility. Does the channel actually fit your product or service?

适配性。销售复杂软件所需的渠道肯定和卖手工苏打水不同。

Compatibility. Selling complex software probably needs different channels than selling craft soda.

正是如此。必须兼顾传统与数字渠道。ABC在太平洋西北地区成功运用了店内试饮和广告牌，但在东北部还需重点考察数字渠道——邮件营销、社交媒体、付费搜索和内容营销。

Exactly. And you need to consider both traditional and digital. ABC use things like in store sampling and billboards successfully in the P and W, but they also need to look hard at digital email, social, paid search, content marketing for the Northeast.

我想关键在于找到最佳组合。

It's about finding the right mix, I guess.

关键在于为这一特定挑战和特定受众找到有效的组合方案。

It's about finding the effective mix for this specific challenge and this specific audience.

渠道评估。你提到了覆盖面、成本、兼容性。营销人员还应该用哪些关键标准来真正评估每个选项？

Evaluating channels. You mentioned reach, cost, compatibility. Are there other key criteria marketers should use to really assess each option?

是的，有几个非常重要的标准需要深入分析。

Yeah, there are several really important ones to drill down on.

展开说说

Lay them

首先是目标受众覆盖范围。虽然提到过，但要真正问：这个渠道能有效触达我们东北城市的具体人群吗？

First target audience reach. We mentioned it, but really ask does this channel effectively hit our specific demographic in the Northeast cities?

成本

Cost

效益。每次触达的成本、每次互动的成本、每次转化的成本可能是多少？潜在回报是否值得投入？

effectiveness. What's the cause per reach, cost per engagement, cost per conversion likely to be? Is the potential return worth the investment?

投资回报率才是王道。

ROI is king.

地理覆盖范围。

Geographic coverage.

嗯。

Mhmm.

它真的能有效覆盖波士顿、纽约、费城吗？有些频道是全国性的，有些则非常本地化。

Does it actually cover Boston, NYC, Philly effectively? Some channels are national, some are hyper local.

这对区域发布至关重要。

Crucial for this regional launch.

与产品服务的兼容性。我们提到过这一点。这个频道能很好地展示你的产品吗？对于饮料来说，样品可能是关键。

Compatibility with product service. We touched on this. Does the channel let you showcase your product well? For beverages, maybe sampling is key.

嗯。

Mhmm.

对于复杂的产品，可能需要网络研讨会或详细的博客文章。

For something complex, maybe webinars or detailed blog posts.

对。

Right.

对品牌和信息的控制。你能保持一致性的品牌声音和形象吗？有些频道比其他频道提供更多的控制权。

Control over branding and message. Can you maintain your brand voice and image consistently? Some channels offer more control than others.

说得好。品牌一致性非常重要。

Good point. Brand consistency is huge.

销售和分销支持。这个频道是否真的能帮助产品直接或通过支持零售合作伙伴到达客户手中？客户偏好。你的目标客户真的在使用这个频道吗？他们喜欢在那里与品牌互动吗？

Sales and distribution support. Does the channel actually help get the product into customers hands either directly or by supporting retail partners? Customer preference. Are your target customers actually using this channel? And do they like interacting with brands there?

你不想惹恼他们。

You don't want to annoy them.

没错。主动迎合他们的需求。

Yeah. Meet them where they are willingly.

最后，当今至关重要的数据与分析能力。你能追踪绩效吗？能衡量哪些策略有效、哪些无效吗？没有数据，你就像在盲目飞行。

And finally, super important today, data and analytics capabilities. Can you track performance? Can you measure what's working and what's not? Without data, you're flying blind.

这对于优化那75万美元预算绝对不可或缺。好的，这些都是硬性标准。现在考虑具体渠道，你提到Markivas指南强调了一些顶级B2B渠道，但也许某些原则也适用于ABC公司的B2C场景。

Absolutely indispensable for optimizing that $750 k budget. Okay, those are solid criteria. Now thinking about specific channels, you mentioned the Markivas guide highlighted some top B2B channels but maybe some principles apply to ABC's B2C situation.

确实如此。虽然具体策略可能不同，但某些渠道奏效的底层逻辑往往是相通的。

Definitely. While the specific tactics might differ, the underlying reasons why certain channels work often cross over.

比如哪些？

Like what?

比如内容营销。创作有价值的博客、视频、社交媒体帖子。这对建立品牌认知、展示专业度很有效。对ABC公司来说，制作关于手工原料或无酒精生活方式趋势的内容能确立其定位。邮件营销在培育潜在客户、建立关系方面依然极具成本效益。

Well, content marketing. Creating valuable blogs, videos, social posts. It's great for building awareness, showing expertise. For ABC, maybe content about craft ingredients or non alcoholic lifestyle trends, it positions them. Email marketing Still incredibly cost effective for nurturing leads, building relationships.

听说过那个关于人们在下班时间查收工作邮件的统计吗？邮件能触达人群。ABC需要那个5万潜在客户的数据库，邮件正是培育他们的理想方式。

Hearn that stat about people checking work email outside hours? Email reaches people. ABC needs that database of 50 ks prospects. Email is perfect for nurturing them.

明白了。

Okay.

搜索引擎优化（SEO）。这是为了捕捉那些主动搜索'最佳手工冷萃咖啡'或'波士顿无酒精饮品'的人群。这种搜索意图蕴含巨大能量。

Search Engine Optimization, SEO. This is about capturing people actively searching for things like Best Kraft Cold Brew or Non Alcoholic Drinks Boston. That intent is powerful.

我们需要你提供什么？

What are we looking for you?

展示广告与重定向广告。这类广告可高度精准投放。若某人访问过ABC网站，之后可向其展示广告。这种提醒能显著提升转化率，部分研究表明潜在影响高达70%。

Display and retargeting ads. These can be highly targeted. If someone visited ABC's site, can show them ads later. That reminder can really boost conversions potentially up to 70% impact, some studies suggest.

让品牌保持首要认知度。

Keeping the brand top of mind.

按点击付费（PPC）广告。与SEO类似，它能触达主动搜索的用户，但需为特定关键词的点击付费。需要预算和管理，但如果目标受众正在搜索，这对驱动即时流量和试用非常有效。

Pay Per Click PPC advertising. Like SEO, it reaches people actively searching, but you pay for clicks on specific keywords. It needs budget and management, but if your audience is searching, it can be very effective for driving immediate traffic and trials.

好的，看来除了他们之前使用的传统方式外，还有一系列数字渠道选择。

Okay, so a range of digital options there alongside the traditional ones they've used before.

没错。关键在于根据这些标准以及ABC在东北地区的具体目标和受众来匹配选项。

Exactly. The key is matching these options against those criteria and ABC's specific Northeast objectives and audience.

对，让我们回到ABC的数据。他们有太平洋西北地区的绩效数据，还有东北地区的新市场调研。这些数据如何指导实际的渠道选择？

Right, so let's bring it back to ABC's data. They have performance numbers from the Pacific Northwest and they have this new market research for the Northeast. How does that data guide the actual channel choices?

这正是战略思考的关键所在。分析他们在PNW使用的渠道数据——Instagram、TikTok、邮件、付费搜索、店内试用的覆盖范围、互动率、转化率、单次转化成本、CPC等指标。哦，对了。

This is where the strategic thinking really happens. You look at the PNW data reach, engagement, conversion rates, cost per conversion, CPC, for channels they use there, Instagram, TikTok, email, paid search, in store sampling. Oh, oh.

其中一些PNW数据相当不错。

And some of those PNW numbers were pretty good.

对吧？有些数据非常亮眼。店内试用达到了85%的尝试率，尝试过的用户大多喜欢产品。而且转化率22%，单次点击成本仅10美元。

Right? Some were fantastic. That in store sampling had an 85% trial rate. People who tried it mostly liked it. And a 22% conversion rate at only $10 CPC.

这效率很高。哇。邮件营销表现也很好。4.5%的转化率，15美元的低CPC说明他们的邮件受众参与度高但转化较少。

That's efficient. Wow. Email marketing also performed well. 4.5% conversion rate, low $15 CPC tells you they're engaged email less converts.

但等等。那个85%的试用率抽样调查？那是在品牌认知度28%的市场进行的。在东北部认知度不足5%的地区，这数据意味着什么？人们不会主动走近一个从未听说过的品牌摊位，对吧？

But wait. That 85% trial rate sampling? That was in a market where they had 28% awareness. How does that translate to the Northeast where awareness is below 5%? People won't just walk up to a booth for a brand they've never heard of, right?

这正是价值百万——或者说75万美元的问题。你切中要害了。太平洋西北地区数据显示，只要尝试过产品，抽样就有效果。而东北部的挑战在于，如何在低认知度的情况下让人们首先愿意尝试。

That's the million dollar or maybe the $750,000 question. You've hit the nail on the head. The PNW data shows sampling works once someone tries the product. The Northeast challenge is getting them to try it in the first place given the low awareness.

所以数据表明在抽样之前需要做些铺垫工作。

So the data points to needing something before the sampling.

完全正确。这凸显了整合营销的必要性。不能孤立依赖单一渠道。这正是他们跨渠道影响力分析的切入点——展示了渠道间如何协同作用。

Precisely. It highlights the need for an integrated approach. You can't just rely on one channel in isolation. This is where their cross channel impact analysis comes in. It shows how channels work together.

啊，协同效应。详细说说，他们的数据显示了什么？

Ah, the synergies. Tell us more about that. What did their data show?

这些发现非常有意思。数据显示，通过电子邮件营销将流量引导至官网，转化率提升了3.8倍

This stuff is fascinating. It showed that email marketing, driving traffic to their website, produced a 3.8x conversion

的提升。倍数。

lift. Times.

没错。这是他们观测到的最高乘数效应。说明通过邮件预热潜在客户，再引导至便捷的购买/了解页面极其有效。这对建立潜在客户数据库和推动初期销售至关重要。

Yep. The highest multiplier they saw. It shows that warming up leads via email and then sending them to a place where they can easily buy or learn more is super effective. Crucial for building that prospect database and driving initial sales.

明白了。这是个强力组合。还有其他发现吗？

Okay. That's a powerful combo. What else?

店内抽样使邮件订阅的认知度提升了3.2倍。线下体验推动了线上注册——人们尝试后喜欢这个产品，就想保持联系。

In store sampling led to a 3.2 x awareness lift for email sign ups. So the physical experience drove digital opt ins. People tried it, liked it, and wanted to stay connected.

有意思，所以实体驱动了数字。

Interesting, so physical drives digital.

户外广告牌等线下广告为他们社交媒体渠道带来了2.1倍的认知度提升。看到广告牌会激发人们的好奇心，促使他们上网查看。

And out of home advertising billboards and such created a 2.1x awareness lift for their social media channels. Seeing a billboard made people curious enough to check them out online.

所以线下广告为社交互动预热，进而可能引导至网站访问或注意到样品试用活动。

So the Oh primes the pump for social engagement, which then maybe leads to website visits or noticing sampling events.

这一切都是相互关联的。他们的客户旅程数据还揭示了关于触点的关键洞察。

It's all connected And to the their customer journey data also had a key insight about touch points.

哦？具体是什么？

Oh yeah, what was that?

数据显示，在转化阶段——即促成购买行为时——平均需要最多的触点，通常需要五到六次互动才能达成交易。

It showed that the conversion stage actually getting someone to buy often required the most touch points on average five to six interactions before a purchase.

哇，仅在最后阶段就需要五到六次接触。

Wow. Five to six touches just at the end.

是的，这看似违反直觉，但说明当人们临近购买时——尤其是新产品——他们需要更多强化信息、更多资讯以及跨渠道的一致信息推送来促成最终决策。

Yeah, it seems counterintuitive, but it suggests that as people get closer to buying, especially a new product, they need more reinforcement, more information, more consistent messaging across different channels to get them over the line.

这确实凸显了你之前提到的保持整合营销策略一致性的必要性。

That really underlines the need for that consistent integrated approach you mentioned.

完全正确。这也正好引出了整合营销的话题。

Absolutely. Which brings us neatly to integrated marketing.

好的，我们知道需要谨慎选择渠道，并且它们需要协同工作。那么在实际操作中，整合营销具体意味着什么？对于ABC在这个竞争激烈的东北市场来说，主要优势有哪些？

Okay, so we know we need to select channels carefully and we know they need to work together. What does integrated marketing actually mean in practice and what are the big benefits for ABC in this tough Northeast market?

整合营销本质上是通过所有渠道为消费者创造统一无缝的体验。这意味着无论人们看到Instagram广告、访问网站、收到邮件还是在实体店看到你们，你的信息传递、品牌形象和视觉风格都保持一致。

Integrated marketing is basically about creating one unified seamless experience for the consumer across all channels. It means your messaging, your branding, your look and feel are consistent whether someone sees an Instagram ad, visits your website, gets an email, sees you in a store.

一个品牌，一种声音，无处不在。

One brand, one voice everywhere.

差不多是这样。好处非常巨大。你能增强信息一致性，从而更快建立信任和品牌认知——这对新市场至关重要。而且由于渠道间相互强化（就像ABC数据展示的那样），影响力会成倍放大。这就是协同效应——渠道协作产生的力量大于各部分简单相加。

Pretty much. The benefits, huge. You get increased message consistency which builds trust and recognition faster, vital in a new market. And you get amplified impact because the channels reinforce each other like we saw with ABC's data. It's synergy channels working together are stronger than the sum of their parts.

明白了。那么OBC具体如何实现？有哪些实用策略能连接他们的数字营销与传统营销活动，比如样品派发或户外广告？

Okay makes sense. So how does OBC actually do that? What are some practical tactics to connect say their digital efforts with their planned traditional efforts like sampling or Oh?

好问题。关键在于搭建实体与数字世界的桥梁。对ABC来说，他们可以：策略性使用二维码。将其印在产品包装、样品活动的传单上，甚至可以放在小型户外广告位。

Great question. It's all about building bridges between the physical and digital worlds. For ABC, they could. Use QR codes strategically. Put them on product packaging, on flyers at sampling events, maybe even on smaller Oh placements.

这些二维码能将人们引导至特定落地页，可能是用于邮件注册以建立5万人的数据库，或是导向他们的电商网站。

These codes can drive people to specific landing pages, maybe for email sign ups to build that 50 ks database or to their e commerce site.

明白了，实体到数字的链接。

Okay, physical to digital link.

在样品派发活动中，积极推广他们的社交媒体。可以举办带有特定话题标签的竞赛，展示实时社交动态，鼓励人们当场在线分享品尝体验。

At their sampling events, actively promote their social media, Maybe run a contest using a specific hashtag, display live social feeds, encourage people to share their tasting experience online right then and there.

将现实世界的产品试用与线上热度相连接。

Connect the real world trial with Online Buzz.

对数字广告采用地理定位投放。在Oh广告牌周边区域或他们已获得货架空间的零售店附近专门投放社交或展示广告。让人们看到广告牌后，手机上又出现强化同一信息的定向广告。

And use geotargeting for digital ads. Run social or display ads specifically in the areas around their Oh billboards or near the retail stores where they've secured shelf space. See a billboard then see a targeted ad on your phone that reinforces the message.

营造这种环绕立体声效果？

Creating that surround sound effect?

正是。目标是确保无论消费者在东北部何处接触ABC品牌，都能清晰真实地感受到一致的品牌故事——可能是精酿工艺，或是可持续发展理念。

Exactly. The goal is that consistent brand story quality craft maybe sustainability comes through clearly and authentically no matter where someone encounters ABC in the Northeast.

如果他们开展这种整合营销活动，如何衡量是否真正有效并达成20%认知度和15万次试用这些大目标？这听起来比单纯追踪单一渠道的点击复杂得多。

So if they're running this integrated campaign, how do they measure if it's actually working and hitting those big objectives like 20% awareness and 150 ks trials? It sounds more complicated than just tracking clicks on one channel.

确实更复杂，这也是关键所在。不能再孤立地看待各个渠道。对于整合营销，必须实施多触点归因模型。

It is more complicated and that's a crucial point. You can't just look at channels in silos anymore. For integrated campaigns, you really need to implement multi touch attribution models.

多触点归因。稍微解释下这个。

Multi touch attribution. Explain that a bit.

不同于仅将功劳归于消费者购买前点击的最后一个广告（即最终点击归因），多触点归因会分析客户在整个旅程中接触过的所有触点。

Instead of just giving credit to the very last ad someone clicked before buying, which is last click attribution, multi touch looks at all the touch points a customer interacted with along their journey.

啊，包括他们看过的广告牌、打开的邮件、点击的社交广告、参加过的样品试用活动。

Ah, so the billboard they saw, the email they opened, the social ad they clicked, the sampling event they attended.

没错。这种方法尝试为每个互动分配适当的价值权重，认识到它们都可能对最终转化产生影响。能更准确地展现各渠道如何协同作用。

Exactly. It tries to assign appropriate value or credit to each of those interactions, recognizing that they all likely played a role in the final conversion. It gives you a much more accurate picture of how your channels are really working together.

明白了。这样能更全面评估整个活动的投资回报率。ABC具体应该追踪哪些关键绩效指标？

Okay. So that gives a better view of ROI across the whole campaign. What specific KPIs should ABC track?

他们需要综合指标。明确包括品牌认知度指标，比如在目标城市进行品牌回忆度调查，追踪社交媒体提及率和情感倾向。

They need a mix. Definitely brand awareness metrics, things like brand recall surveys in the target cities, tracking social media mentions and sentiment.

针对那20%的目标？

For the 20% goal?

没错。然后是试用生成指标，可以追踪样品派发的优惠券兑换率、特定新客优惠的核销情况，甚至那些新零售网点特定产品的初期销售速度。

Yep. Then trial generation, maybe tracking coupon codes given out at sampling, specific introductory offers redeemed, or even initial sales velocity of specific products in those new retail locations.

15万消费者的目标。

The 150 ks consumers goal.

分销合作达成情况直接统计签约的优质零售网点数量，对照他们200家的目标即可。

Distribution partnerships secured simply tracking the number of premium retail locations signed up against their goal of 200.

清晰的衡量标准。

Clear metric.

数据库增长方面，监控从所有不同触点（二维码、网站、活动）获取的合格邮箱注册量。

Database growth, monitoring the number of qualified email sign ups coming in from all the different touch points, QR codes, website, events.

针对5万潜在客户的目标。

For the 50 k prospects goal.

最终当然要看东北市场的整体销售额，这才是根本。

And ultimately of course overall sales in the Northeast market. That's the bottom line.

明白了。这确实是平衡计分卡的方法。

Got it. A balanced scorecard approach really.

差不多是这样。是的，你需要测量整个漏斗的宽度。

Pretty much. Yeah. You need to measure across the funnel.

嘿，通过ABC案例的分享真的让我受益匪浅。现在，对于正在收听的营销人员，尤其是那些刚起步或预算紧张的朋友们，在选择渠道时有哪些关键技巧或建议能有效导航呢？

Hey, this has been super insightful using the ABC case. Now for the marketers listening, especially those maybe just starting out or working with tight budgets, what are some key hacks or tips for navigating channel selection effectively?

问得好。研究中发现的一个简单但极其实用的建议是：在客户购买后立即与他们交谈。

Excellent question. One really practical tip that came up in the research is simple, but powerful. Talk to your customers right after they buy.

直接询问他们就行。

Just ask them.

对。问他们：‘嘿，你最初是怎么听说我们的？’或者‘在决定前你从哪里获取信息？’这种直接反馈如同金矿，特别是当你刚起步或像ABC这样进入新市场时。即便只有几位早期客户，这些洞察也比假设更能指导你的渠道选择。

Yeah. Ask them, Hey, how did you first hear about us? Or where did you look for information before deciding That direct feedback is gold dust, especially when you're starting out or entering a new market like ABC. Even with just a few early customers, those insights can guide your channel choices better than assumptions.

直接从源头获取信息。太棒了。还有其他建议吗？

Direct from the source. Love it. What else?

疯狂研究你的市场。别只看人口统计数据，深挖竞争对手——他们成功或失败的渠道有哪些？你所在领域的意见领袖是谁？

Research your market like crazy. Don't just look at demographics. Dig into competitors. What channels are they using successfully or unsuccessfully? Who are the influencers in your space?

你的目标受众活跃在哪些YouTube频道、博客、论坛或Facebook群组中？

What YouTube channels, blogs, forums, or Facebook groups are your target audience active in?

找到那些已经存在对话的地方。

Find out where the conversations are already happening.

没错。还要倾听他们的表达方式。了解他们的语言、痛点和抱负，能帮你打造引起共鸣的信息，并选择最适合传递这些信息的平台。掌握细微差异也很重要，比如Facebook适合建立联系，Twitter适合广泛传播，Instagram则侧重视觉呈现。

Exactly. And listen to how they talk. Understanding their language, their pain points, their aspirations helps you craft messages that resonate and choose platforms where that message fits naturally. Knowing the subtle differences like Facebook for connections, Twitter for broad outreach, Instagram for visuals helps too.

定制信息与传播媒介。好的。预算限制怎么办？ABC有75万美元，听起来很多，但要在三个主要城市启动，这笔钱可能很快就

Tailor the message and the medium. Okay. What about budget constraints? ABC has 750 k's, which sounds like a lot, but for launching in three major cities, it can go

预算紧张时，关键通常是集中资源。不要试图覆盖所有渠道。选择少数几个你知道目标受众活跃且能产生实际影响的渠道。

When budget is tight, the key is usually to focus your resources. Don't try to be everywhere. Pick fewer channels where you know your target audience is active and where you think you can make a real impact.

质量胜过数量。

Quality over quantity.

没错。确保所选渠道间无缝衔接，并在这些渠道上保持强大且一致的曝光。分散精力只会稀释你的信息和影响力。投资那些承诺长期可持续增长和盈利的渠道，而非昙花一现的短暂胜利。

Definitely. Ensure seamless integration between those chosen channels and maintain a strong, consistent presence there. Sprinting yourself too thin just dilutes your message and your impact. Invest in channels that promise sustainable growth and profitability over the long haul, not just quick, flashy wins that fade fast.

明智的建议。专注与整合。最后一点，市场尤其是数字领域变化太快。如何防止渠道策略过时？

Smart advice. Focus and integrate. And one last thing, the market, especially digital, changes so fast. How do you keep a channel strategy from becoming obsolete?

你必须做好持续调整的准备。严格监控结果。去年甚至上个季度有效的方法现在可能已不再适用。消费者行为变化、新平台涌现、竞争对手策略调整。保持敏捷。

You absolutely have to be prepared to constantly adjust. Monitor your results relentlessly. What worked last year or even last quarter might not be the most effective approach now. Consumer behavior shifts, new platforms emerge, competitor tactics change. Stay agile.

正是如此。持续分析数据指标，并愿意进行实验——比如用小预算测试新渠道，尝试新信息——这是保持竞争力、确保渠道始终符合品牌与目标的关键。

You got it. Continuous analysis of your metrics combined with a willingness to experiment, maybe testing new channels with small budgets, trying new messaging that's key to staying competitive and ensuring your channels remain the right fit for your brand and your goals.

持续学习与迭代。明白了。太棒了。那么总结一下，这对听众意味着什么？

Constant learning and iteration. Okay. Fantastic. So wrapping this up, what does this all mean for you, the listener?

我们梳理了Artisan Brueco的情况、他们的扩张目标、艰难的东北市场、现有数据及目标。探讨了如何评估渠道、整合渠道的力量，以及一些实用技巧。

Well, we've walked through Artisan Brueco's situation, their expansion goals, the tough Northeast market, their existing data, their objectives. We looked at how you evaluate channels, the power of integrating them, and some practical tips.

核心理念其实不只是选择热门的新渠道。

And the core idea really isn't just about picking the hot new channel.

完全不是。这关乎一个战略性的思考过程：深入理解你的受众，将渠道选择与非常具体的商业目标对齐，利用你的数据——包括过往表现和新的市场调研，最关键的是思考各渠道如何协同作用，以创造强大且一致的品牌体验。

Not at all. It's about a strategic thought process, deeply understanding your audience, aligning your channel choices with very specific business objectives, using your data, both past performance and new market research, and crucially thinking about how channels work together to create a strong, consistent brand experience.

那么，这里有一个挑战供你思考。基于我们今天讨论的所有关于Artisan Brutco的内容——他们不足5%的品牌认知度、20%的目标、15万次试用目标、200家零售商、5万人的数据库、75万美元的预算、P和W数据显示抽样和电子邮件在未知情况下效果良好，以及跨渠道提升。

So here's a challenge for you to think about. Based on everything we've discussed today about Artisan Brutco, their under 5% awareness, the 20% target, the 150 k trial goal, the 200 retailers, the 50 k database, the $750 k budget, the P and W data showing sampling and email work well unknown, the cross channel lifts.

你会如何为他们在东北地区的推出优先安排营销渠道？

How would you prioritize their marketing channels for the Northeast launch?

是的。你将如何在六个月内分配那75万美元的预算？你会首先倾向于哪些渠道来推动品牌认知、试用、分销或建立数据库？

Yeah. How would you allocate that $750,000 budget over six months results? Which channels would you lean into first to drive awareness versus trial versus distribution versus building that database?

这是一个有许多动态部分的复杂难题。

It's a complex puzzle with lots of moving parts.

确实如此。我们鼓励你尝试解决它。

It really is. We encourage you to take a stab at it.

而且你实际上可以做到。你可以在marketingcasebootcamp.com上找到完整的artisanbrewco案例研究，包含我们提到的所有数据片段及更多内容，完全免费地尝试自己解决这个确切的问题。

And you actually can. You can find the full artisanbrewco. Case study with all the data snippets we mentioned and more and try to solve this exact problem yourself completely for free over at marketingcasebootcamp.com.

这是一个将这些概念付诸实践、磨练你战略思维的好方法。

It's a great way to put these concepts into practice hone your strategic thinking.

绝对没错！试试看，甚至可以与其他营销人员分享你的方法，看看他们是如何解决的。感谢收听这次关于营销渠道选择的探讨，希望对你有所帮助。

Absolutely! Try it out maybe even share your approach with other marketing folks and see how they tackled it. Well thank you for tuning in for this exploration of marketing channel selection. Hope it was valuable.

我们期待你参加我们的下一期节目。在那之前，持续学习，持续制定战略，持续产生影响。

We look forward to having you back for our next session. Until then, keep learning, keep strategizing, and keep making an impact.