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本文原載于AllBusiness.com。

在2003年的好萊塢電影《記憶裂痕》里，本·阿弗萊克飾演的天才工程師詹寧斯被公司支付了一筆天價薪水，關(guān)在小黑屋里逆向研究最新科技產(chǎn)品。他把那些產(chǎn)品拆成一個個零部件，看它們是用什么做的。他不僅要克隆競爭對手的生產(chǎn)工藝，還要想辦法制造出比競爭對手更新、更好的產(chǎn)品。

作為一家創(chuàng)業(yè)公司，你也可以利用同樣的方法，針對市面上最成功的一些營銷活動搞搞“逆向工程”，破解它們的成功密碼——當(dāng)然，只是少了些好萊塢常見的陰謀、槍戰(zhàn)和特效噱頭。

《財富》500強企業(yè)的廣告之所以很成功，不僅僅是因為文案寫得好或照片拍得好，也不僅僅是因為他們出得起幾百萬美元去請葛瑞或奧美這類金牌廣告公司，它是各個因素共同作用的結(jié)果，才使得這些廣告取得了極高的回報。如果你把這些元素細細分解開來，你就能知道如何受益于類似的策略。

在這個過程中，你要注意以下幾點：

1.把文案寫好

你能拿出多少錢做營銷活動并不重要。但如果文案寫得不好，你的成功機會就會嚴重受限。

不過這個問題也并不是絕對的，而是有點像打保齡球。位置對了，就能得個滿分；如果定位偏了一點，也可以得些分數(shù)。但如果你的定位離目標太遠了，自然也就得不到什么好成績了。

另一個重要因素是信息的規(guī)模。你可能會發(fā)現(xiàn)，一些大公司最成功的廣告往往只有一句話甚至幾個字，有的甚至只有一張圖片，然而效果卻絲毫不亞于那些廣告詞洋洋灑灑的廣告。對他們來說，說的是什么并不重要，重要的是說話的方式。文案所描繪的圖景、它背后的故事，以及它所激起的情感波瀾，也能對廣告的成功產(chǎn)生影響。

所以，你要圍繞你的價值定位描繪一幅大圖景，這樣才能讓你的文案正中靶心。

2．渠道的重要性

如果你盤點一下《財富》500強企業(yè)的那些經(jīng)典營銷活動，你會發(fā)現(xiàn)，一些效果最好、影響最大的營銷活動并非都是通過電視、廣播、紙媒等渠道進行推廣的。比如男士香水品牌古風(fēng)（Old Spice）最成功的廣告就是通過在線視頻推廣的。

研究一下《財富》500強企業(yè)的內(nèi)容推廣模式，你會發(fā)現(xiàn)，很多企業(yè)在內(nèi)容推廣渠道方面都有自己的“套路”。有些利用視頻，有些利用文字。雖然很多公司都擁有多種多樣的營銷渠道，但他們往往各有側(cè)重，而不會全部使用。

他們對推廣渠道和工具的選擇并不是盲目的，而是基于謹慎的研究。《財富》500強”企業(yè)知道這些廣告最大的受眾群體在哪里，他們也知道哪種內(nèi)容最有可能獲得最多的關(guān)注。

我不是說你要完全復(fù)制《財富》500強的成功廣告，而是說你應(yīng)該從他們的研究中吸取經(jīng)驗，了解你的目標受眾主要把時間花費在了哪些媒體上。其次你要尋找有哪些被忽視了的機會，看看有哪些尚未被發(fā)掘的渠道可能還隱藏著一些受眾群體。

3．營銷活動是怎樣開展和推廣的

認真研究《財富》500強企業(yè)的營銷活動是如何開展和推廣的，并且將這種流程應(yīng)用到你自己的營銷活動中，特別是如果這些大品牌恰好和你處于同一個行業(yè)的話。如果一些大型營銷活動取得了很好的效果，你更要仔細關(guān)注這些內(nèi)容是怎樣在網(wǎng)上進行運營推廣的。不管是登陸頁面、視頻、博客還是網(wǎng)帖，你都可以在社交媒體上關(guān)注這個話題，看看粉絲們是如何分享的。

另外，你也可以追蹤一下這些營銷活動的反向鏈接，看看網(wǎng)上有哪些人在文章和博客里討論它。等你開始運作自己的營銷活動并且發(fā)布內(nèi)容時，你也應(yīng)該聯(lián)系一下這些資源，以提高話題的熱門度。

4.完善時機

如果你想通過“逆向工程”的方式復(fù)制《財富》500強企業(yè)的營銷活動，那么在時機的選擇上，你一定要考慮以下這兩個方面：

首先是營銷活動的時機選擇。有些營銷活動對時間是極為敏感的，比如一些熱門、時尚話題、年度活動，或是一些注定只能火一次的東西，一旦上線，就幾乎不可能被復(fù)制。

2012年母親節(jié)前夕，寶潔推出一個以“謝謝你，媽媽”為主題的系列廣告，描繪了幾位運動員是如何從小小年紀成長為一名奧林匹克選手的。它特別渲染了這些運動員在成長過程中努力奮斗和遭遇挫折時，他們的母親所帶給他們的影響。該系列廣告迅速取得了巨大轟動。

該系列廣告堪稱寶潔的一步“奇招”，因為這家日常消費品公司并不生產(chǎn)運動產(chǎn)品。但根據(jù)Hubspot公司提供的數(shù)據(jù)，每一則“養(yǎng)育奧運選手”廣告都吸引了近百萬的點擊率，其主打的“謝謝你，媽媽”視頻廣告更是吸引了近5300萬次點擊率，使其曝光率超過了耐克。該系列廣告之所以取得如此巨大的成功，既是由于時機的選擇，也是由于它非常了解目標受眾的生活方式。

其次是發(fā)布內(nèi)容的時機選擇。Buffer公司曾在多個渠道上就發(fā)布內(nèi)容的最佳時機進行過調(diào)查，清晰地指出了在一周的每一天以及一天中的每個時間段里，網(wǎng)友對話題關(guān)注度的升降變化。

只要觀察《財富》500強企業(yè)的一些最成功的營銷活動，你就會發(fā)現(xiàn)他們在時機選擇和內(nèi)容發(fā)布頻率上的“套路”。

5.受眾是關(guān)鍵

在上述每一點中，都有一個反復(fù)出現(xiàn)的主角——受眾。不管你是一家《財富》500強”企業(yè)，還是一個名不見經(jīng)傳的創(chuàng)業(yè)公司，要想“逆向研發(fā)”任何一個成功的營銷活動，最終的落腳點都在受眾身上。

對于任何營銷活動來說，受眾調(diào)查都極為重要，它可以為你提供一張路線圖。需要了解的問題包括：

他們想要或需要聽到什么

他們的痛點是什么

他們喜歡怎樣消費內(nèi)容

他們喜歡聚集在網(wǎng)絡(luò)的什么地方

他們?nèi)绾紊缃缓头窒韮?nèi)容

他們什么時候最活躍

通過以上步驟，你可以把任何一次成功的營銷活動分解成這些因素，并且尋找機會做得更好，特別是在目標群體的定位上。這樣一來，你的營銷活動就會獲得巨大的成功。（財富中文網(wǎng)）

本文作者Aaron Agius是一名經(jīng)驗豐富的搜索、內(nèi)容和社交營銷專家。他曾與全球最大、最知名的一些品牌開展合作，為他們進行網(wǎng)上推廣，其客戶包括Salesforce、可口可樂和塔吉特百貨等。

譯者：樸成奎

審校：任文科

This piece originally appeared on AllBusiness.

In the 2003 film Paycheck, Ben Affleck’s character is paid a huge sum of money to be locked in a clean room where he reverse engineers products, breaking them down into individual components to determine how they were made. He not only replicates processes, but he also discovers ways to create newer, better products.

You can utilize the same approach with some of the most successful marketing campaigns, minus the conspiracy, gun play, and Hollywood special effects.

Fortune 500 campaigns aren’t successful just because of the messaging or images, or because they have millions of dollars behind campaigns that are produced by agencies like Grey or Ogilvy & Mather. It’s the individual components of those campaigns that come together to create a high return. When you break those campaigns down, you can examine the separate components to see how your startup might benefit from similar strategies.

Here’s what you should pay attention to:

Get the messaging right.

It doesn’t matter how much money you throw at a marketing campaign. If the messaging is wrong, you’re going to severely limit your chances of succeeding.

I don’t want you to think that it’s just black and white, though. It’s a lot more like Skee-Ball. Sink the ball in just the right place and score big. Miss it by just a bit, and you still get some points. Miss the mark by a long shot and you don’t get squat.

Another important factor is the scale of the message. Some of the most effective campaigns from major companies say more with a single sentence or word–or even just an image–than with content-heavy ads. It’s not really what they say, it’s how they say it. The picture the messaging creates, or the story behind it and the emotional connection it makes, likely contributes to the success of these campaigns.

Focus on painting a big picture around the value proposition to get your messaging on point.

The role of distribution.

Not all of the best and biggest Fortune 500 campaigns were rolled out in traditional marketing channels like TV, radio, and print. Old Spice’s most successful marketing campaign, in fact, was done with online video.

Look at how Fortune 500 companies distribute their content, and you’ll begin to see patterns in how they focus on specific channels. Some target video, others leverage written content, and while many have a diverse network of channels, they might not use all of them.

The channels and distribution tools they use aren’t arbitrary; they’re based on research. Fortune 500s know where the majority of their audience can be found, and they know what types of content are most likely to get the most engagement.

Instead of trying to replicate the success of Fortune 500s, take a cue from their research and find out where your audience is spending their time. Look for missed opportunities and watch for untapped channels where audience segments may be hiding.

How the campaign is promoted and carried.

The process through which content is promoted and carried is one aspect that you can try to replicate with your own marketing, especially if larger brands are in a similar industry. When big campaigns take off, pay close attention to how the content is being carried and promoted across the web. Whether it’s a landing page, a video, a blog, or a social post, you can follow the conversations throughout social media to see how fans share it with one another.

Likewise, trace the backlinks on campaigns to find out who is talking about them in articles and blogs. When you run your own campaigns and start publishing content, you should contact these sources to try and boost the signal.

Perfecting the timing.

There are two aspects to consider with timing when you’re trying to reverse engineer marketing success.

The first has to do with the timing of an event. Some campaigns are time-sensitive and play off of trending topics, fads, one-off or annual events that would be nearly impossible to replicate once the campaign is live.

For Mother’s Day in 2012, P&G PG -1.76% launched a “Thank You, Mom” campaign that featured athletes training from a young age to become Olympic athletes. The video emphasized the impact mothers had on their children as they struggled, overcame obstacles, and went on to become winners.

It was a step outside of P&G’s norm since the company’s products don’t really relate to sporting goods, but according to Hubspot, each of the “Raising an Olympian” videos received close to a million views, and the main “Thank You, Mom” video received nearly 53 million views, resulting in more coverage than Nike NKE 0.46% . The campaign was immensely successful thanks to a combination of timing and understanding the lifestyle of the audience.

Another aspect of timing comes in when content gets released. Buffer published research about the best times to post content through various channels, painting a clear picture about the rise and fall of engagement based on time of day and day of the week.

Look at the most successful campaigns from major companies and you’ll begin to see patterns in the timing and frequency of content publishing.

The audience is key.

There’s a recurring theme through each of the above points: the audience. When you reverse engineer any successful marketing campaign, whether it’s for a Fortune 500 company or a small startup, it’s always going to end with the audience.

Audience research is critical for any campaign and it provides you with a road map for moving forward including:

What they want or need to hear

Their pain points

How they like to consume content

Where they gather online

How they socialize and share content

When they’re most active

Break down any successful campaign into those components and search for opportunities to do it better, especially in how the audience is targeted. By doing so, you’ll see tremendous growth in your startup’s marketing campaigns.

Aaron Agius is an experienced search, content and social marketer. He has worked with some of the world’s largest and most recognized brands, including Salesforce, Coca-Cola, Target and others, to build their online presence.