On October 5, 2024, Gina, branding consultant from Atlas Branding, was once again invited to speak at the Fo Guang Shan Penghu Gengyun Subchapter, addressing local entrepreneurs and small-to-medium business owners on a B2C branding and marketing topic: “B2C Dopamine Branding Marketing Strategies.” This lecture marked the second wave of business-oriented sessions held by the Penghu Gengyun Subchapter on the main island of Penghu, following the previous corporate seminar. Its aim was to help local merchants and guesthouse operators, who have been seeking new paths to recovery in the post-pandemic economy, re-examine their brand positioning through innovative marketing approaches and gain practical, actionable insights.

Since the outbreak of COVID-19, Penghu’s tourism sector has been severely affected, with both revenue and visitor numbers plummeting. Facing unprecedented challenges, small businesses and guesthouse owners have struggled to find direction. In her lecture, Gina focused on the core concept of “dopamine branding marketing,” demonstrating how integrating the five senses—sight, hearing, smell, taste, and touch—can create pleasurable and even addictive brand experiences. When consumers feel positive emotions as they interact with products and services, their willingness to make purchases and remain loyal to a brand increases significantly.

Gina illustrated how to blend online and offline marketing methods, including social media engagement, keyword advertising, influencer collaborations, store layout design, ambient scent, background music, lighting, and the expertise and attitude of frontline staff. All of these factors can enhance the dopamine-driven marketing approach. She also provided successful case studies from both domestic and international markets, inspiring local businesses to consider how they might adjust their strategies and positioning in a post-pandemic environment.

This lecture not only offered feasible innovative marketing ideas for participating entrepreneurs but also demonstrated the Fo Guang Shan Penghu Gengyun Subchapter’s commitment to serving a diverse range of members in a more contemporary and forward-looking way. By connecting with the community of self-employed individuals through such business talks, the subchapter helps local small-scale businesses and guesthouse operators re-evaluate their brand value. In doing so, it encourages them to incorporate the wisdom and spirit of Buddhism into their business strategies, thereby forging a path to rebirth and revitalization in challenging times and creating new opportunities for brand growth.
 

解鎖多巴胺驅動的B2C品牌行銷策略

今年10月5日，天圖品牌顧問Gina再度受邀至佛光山澎湖耕雲分會，為在地自營商與中小企業經營者帶來一場針對B2C品牌行銷的專題演講，題為「B2C多巴胺品牌行銷攻略分享」。此次講座是繼前次企業講座後，澎湖耕雲分會第二波在澎湖本島推動的品牌策略服務活動之一，旨在協助在疫情後經濟挑戰中苦思轉型出路的當地商家與民宿業者，透過行銷創新重新盤整品牌定位，並從中獲得實用的行銷啟發。

自新冠疫情爆發以來，澎湖的觀光業受到嚴重衝擊，整體營收與遊客人數皆呈現大幅縮減的現象。在此局勢下，小商家與民宿業者紛紛面臨前所未見的經營難題。Gina此次的演講聚焦「多巴胺品牌行銷」的核心概念，透過消費者五感體驗（視覺、聽覺、嗅覺、味覺、觸覺）的整合，營造令人愉悅與上癮的品牌體驗，使消費者在接觸品牌商品或服務時產生正向情緒，從而提升消費行為的意願與忠誠度。

Gina在演講中示範如何將線上與線下的行銷手法結合，從網路社群媒體互動、關鍵字廣告投放、部落客及網紅合作，到實體店面的陳列、店內香氛營造、背景音樂與燈光設計，以及店員的服務態度與專業度，皆能成為多巴胺行銷的進階手法。她並舉出國內外成功案例，讓與會業者透過參考他人的例子，思考自身品牌可如何於疫情後的大環境下調整策略與定位。

此次演講，除了提供業者可行的行銷創新思路，也展現佛光山澎湖耕雲分會以更具現代感與前瞻性的方式服務不同背景會眾的努力。透過商業講座接觸自營商社群，得以協助在地小商家與民宿主重新審視自身品牌價值，並將佛法中的智慧精神轉化為經營策略的一部分，進而在挑戰中重生，創造更具活力的品牌新契機。