Nzira yekuita sei mushandirapamwe wekushambadzira? 6 nhanho huru!

Nhasi kune vakawanda uye vakawanda vemabhizimusi vatsva vanotanga rwendo rwavo mumusika, saka tinokukoka iwe kuti uzive ¿Maitiro ekuita mushandirapamwe wekushambadzira? 6 nhanho huru! kuburikidza nechinyorwa chedu chinotevera kuita kuti chigadzirwa chako chizivikanwe kune chakaratidzwa chinangwa, kuwana mari yakawanda.

Chii uye sei kuita mushandirapamwe wekushambadzira?

Chigadzirwa chega chega kana sevhisi yakagadzirwa inofanirwa kuve nehurongwa kana chirongwa chakagadzirirwa kuti zvizivikanwe kuburikidza nehurongwa hwakanaka uye kushambadza, kutsvaga mukurumbira mukati memusika.

Asi zvisinei nekuti vanhu vazhinji vanofunga kuti mishandirapamwe yekushambadzira inongobva pakugadzirira kwezviziviso, tinofanira kurangarira kuti kuita mishandirapamwe iyi panofanirwa kuve neongororo yapfuura yechigadzirwa uye chinangwa chainotungamirwa, sezvo pasina izvi, aiwa achabudirira.

Hunhu hwekushambadza mishandirapamwe

1. Mishandirapamwe yekushambadzira inoitirwa kuzivisa mushandisi.
2. Kunyengetedza mutengi.
3. Inofanira kuva yepakutanga, yekugadzira uye itsva.
4. Inofanira kunangidzirwa kune chinangwa chaicho.
5. Iine kukosha kune mutengesi.
6. Ane zvakawanda zvekusika zviwanikwa.
7. Kuti vashandisi vayeuke mhando, zvakanaka kuidzokorora panguva yese yemushandirapamwe.
8. Personalized zvemukati zvinoenderana nezvinangwa uye zvinangwa.
9. Pamusoro pazvose, mishandirapamwe yekushambadzira inofanirwa kuve isina kwayakarerekera, kureva kuti, haifanire kukanganisa chero divi, kutenda, pfungwa, sangano kana mubatanidzwa.

Nzira yekuita sei mushandirapamwe wekushambadzira nenzira kwayo?

Tichifunga nezvemakiyi apfuura, tinoda kugovana newe matanho matanhatu anozotungamira iwe kugadzira inobudirira kushambadzira mushandirapamwe mune chero svikiro, asi chekutanga tinokurudzira kuti utsvage agency yekushambadzira iyo ichakubatsira mukuita izvi.

1- Ndezvipi zvinangwa uye zvinodiwa?

Chakavanzika chemushandirapamwe wakanaka wekushambadzira kutaurirana nemushandisi kubva paminiti yekutanga kushanda mukutsvaga chinangwa chakakodzera uye zvinangwa zvekusimudzira mushandirapamwe wakataurwa. Kuti uone nemazvo zvinangwa zvemushandirapamwe wedu wekushambadzira, masangano anoshandisa "SMART":

• S kune chaiyo: Ramba uchifunga kuti zvibodzwa zvakajairika hazvishande, asi zvinofanirwa kunangana pane chimwe chinhu chakananga.
• M inoyerwa: Muzvese zviri kushambadzira, chaiwo metrics anofanirwa kutariswa kuti vaone kana zvinangwa zvinotsvakwa zviri kuzadzikiswa.
• A yezvinogoneka: Panofanira kugara paine munhu anotarisira uye ane mutoro wekuzadzisa zvinangwa.
• R yechokwadi: Usati wagadza zvinangwa zvinofanirwa kuzadzikiswa, zvinogumira uye zviwanikwa zviripo zvinofanirwa kuverengerwa.
• T inoenderana nenguva: Chinangwa chega chega chinofanirwa kuve nezuva rakatarwa kuti rizadziswe, nenzira iyi zvichabatsira kuzadzisa chinangwa chega chega uye kukura sechikwata.

2.- Gadzirira mushumo:

Paunenge uchinge waona zvinhu zviri pamusoro neiyo advertising agency, inofanirwa kugadzirira pfupiso (report) ine data rese rakakosha nezvemushandirapamwe, umo unofanirwa kuve uine:

- Chinangwa chako ndechei?

Kwatiri, chinhu chikuru chaunofanirwa kufunga nezvacho uye nei uchifanira kutanga kuratidza kana kuratidza kuti veruzhinji kana mushandisi ndiani, kuita chidzidzo chemumunda umo musiyano wemagariro (zvepabonde, mararamiro, chimiro chewanano, nezvimwewo) basa. , mitauro inotaurwa, ndeipi midhiya inonyanya kucherechedzwa kana kushandiswa).

Nekune rimwe divi, mamiriro ezvemagariro nehupfumi umo chikamu chinonangidzirwa mushandirapamwe (umbozha, kushandiswa kwehuwandu kana kana kuri kwekutanga kudikanwa) kuchadzidzwa.

Iyo geographical-nhoroondo misiyano umo nzvimbo dzingave nepamusoro pekushandisa kana nzvimbo dzekugara dzichaongororwa, pamwe chete neakasarudzika mamiriro enzvimbo.

-Chigadzirwa maitiro

Imwe neimwe ruzivo rwechigadzirwa kana sevhisi, hunhu, masimba uye kushaya simba, zvinofanirwa kutsanangurwa kuona chinangwa chemushandirapamwe.

-Musika wako ndewei?

Chokutanga pane zvose, tinofanira kuziva kuti chidzidzo chemusika idanho rinoitwa nemakambani kutsanangura pfungwa pamusoro pekugamuchirwa kwekutengeserana kwechigadzirwa kana sevhisi, saka chikamu chainotungamirwa uye kukwikwidza kwairi kunofanirwa kuratidzwa.

Nzira inoshandiswa zvakanyanya yekuwana iyi data ndeyekudzidza kweruzhinji data panharaunda kusvika kuongororo kana kubvunzurudza kunoitwa pane chakati veruzhinji.

-Sarudza zuva

Zvichida ndeimwe yemapoinzi anoita kuti vanhu vanyanye kunetseka, nekuti pazuva iri chigadzirwa chinotangwa pamusika kuburikidza nemushandirapamwe wekushambadzira.

- Ndeipi bhajeti yaunayo?

Usati watanga chero hurongwa hwekushambadzira, unofanirwa kuve uine bhajeti rekutanga rinosanganisira huwandu hwatinoda kushandisa mukusimudzira kushambadzira kwedu. Mari iyi ichakurukurwa nesangano nevari kuita kondirakiti, vachikwanisa kusvika pahuwandu hunofadza mapato ese ari maviri.

3.- Chikumbiro:

Iyi poindi ndeyeiyo agency inotarisira, asi pasina kuzvibvisa kubva kumutengi sezvo vachifanirwa kufunga nezve izvo zvavanoda pamushandirapamwe wavo.

Inofanira kutanga nechikumbiro chepfungwa umo mabhenefiti makuru ekukurukurirana kwesevhisi kana chigadzirwa anoonekwa, zvichitungamira kune zano rekugadzira. Ipapo zvinyorwa, graphic zvinhu kana hunyanzvi hwekupedzisira huchafanirwa kuitwa.

Kana iyo nzira yapera, inofanirwa kuratidzwa kune mutengi kuti vaone kana vachinzwa kugadzikana nepfungwa kana kuda kugadzirisa chero chikamu.

4.- Media chirongwa:

Igwaro rakagadzirirwa nesangano rekushambadzira uye umo kuongororwa kwechinangwa, chikamu, uye nhepfenyuro dzinofanirwa kuoneka, kuitira kuti ipedze nekusarudzwa kwenhau.

Imwe yeanonyanya kushandiswa modalities kuparadzira kushambadzira mishandirapamwe nhasi masocial network nekuda kwekudiwa kwakanyanya nevashandisi, asi handizvo chete, pane zvisingaperi sarudzo dzinogona kusarudzwa nemushambadzi wega wega zvichienderana nezvinangwa zvekushambadzira, CRM, kutaurirana uye kutengesa iwe. kuda kuwana.

Chimwe chezvakanyanya kukosha chatinofanira kufunga nezvacho kana tichishandisa masocial network kumashambadziro ekushambadzira mabatiro chaiwo ekugadzira mameseji anochinjika kune ese marudzi echinangwa anoumba masocial network edu.

5.- Kutangwa kwemushandirapamwe:

Nekusangana ese maforamu enguva akarongwa, tinogona kuve nezvose zvinodiwa pakutangwa kwedanidziro yedu.

Yese mishandirapamwe yekushambadzira ine nguva yekushanda mune akasiyana dhijitari kana yakadhindwa midhiya, dzimwe nguva uchikwanisa kuona kugamuchirwa kwechigadzirwa pamusika. Naizvozvo, zvinogara zvichikurudzirwa kuve nehurongwa hwenjodzi kana iwe usina mhedzisiro yaunoda.

6.- Kutariswa kwemushandirapamwe:

Sangano rinoshambadzira haringotangise mushandirapamwe chete asi rinofanirwa kutarisa zvakabuda kuti rione kana zvinangwa zviri kuzadzikiswa kuburikidza neKPI (makiyi ekuita zviratidzo), ruzivo urwu runofanira kugoverwa nemutengi.

Kana mibairo yakaburitswa neKPI isiri iyo yaitsvagwa, mutengi anofanira kuziviswa uye zvikamu zvemushandirapamwe zvigadziriswe zvakabatana.

Kana mushandirapamwe wose wapera, sangano rinofanirwa kugoverana nemutengi mushumo wekupedzisira nemativi aitwa uye pfungwa dzinofanirwa kuverengerwa pamushandirapamwe unouya.

Ndeapi maserure akanakisa ekushambadzira munhoroondo?

Muhupenyu hwedu hwese takaona mishandirapamwe yekushambadzira isingaperi yakakwanisa kuramba iri mupfungwa dzedu, heano mashanu:

1.- Whopper Chibayiro kubva kuBurger King

Burger King yakatangwa pamwe chete naCrispin Porter & Bogusky muna 2.009, chirongwa chekushambadzira umo vateveri veFacebook vanofanirwa kuita pasina vashandisi gumi veWhopper yemahara, inogara mazuva gumi pawebhu papuratifomu uye kubviswa nekuda kwekutyora kunyimwa.

Kunyangwe kuve papuratifomu kwenguva shoma, kushambadza uku kwakapa Burger King mukurumbira mukuru pamusika, pamwe nekugoverwa kweanopfuura zviuru makumi maviri emahara Whoppers.

2.- Iyo Pepsi Refresh Project

Zvakare, Pepsi, ari piyona mumishandirapamwe yekushambadzira, akakwanisa kusiya vazhinji vevashandisi vayo nemiromo yavo yakashama. Mushure memakore makumi maviri nematatu ari imwe yezviziviso zvakagadzira Super Bowls, muna 23 akaita sarudzo yekusave chikamu chechiitiko ichi uye akatarisa bhajeti rake pamushandirapamwe we "The Refresh Project".

Mune izvi vakabatanidza masocial network ne philanthropy, asi zvisinei nemwedzi gumi chete mushure mekutanga kwayo, Pepsi yakawana kushambadza kwavaida.

3.- Ngatitorei MINI Cooper Injini

Iwo akanakisa ekushambadzira ekushambadzira ndeaya anopfuura echinyakare uye anotamba nechigadzirwa chako, chimwe chinhu icho MINI Cooper mota mhando yakakwanisa kuwana muUnited States, payakatora mukana wekuratidzwa kwemotokari yayo munzvimbo dzakasiyana dzekutenga, zvikwangwani, migwagwa. makona , nzvimbo dzekutengesa, pakati pevamwe, kudzivisa zvachose kushandiswa kwechinyakare midhiya.

4.- Elf Yourself by Office Max

Imwe yeakanyanya hutachiona kushambadzira kushambadzira kwemakore gumi apfuura yakatangwa muna 2.006, payakapwanya molds ndokuva imwe yetsika dzeKisimusi dzakagovaniswa pasi rose.

5.- Strats of Red Bull

Red Bull kubva pakusikwa kwayo yanga iri imwe yemifananidzo yekushambadzira kutsva, ichityora mold muna 2.013 nemushandirapamwe wayo weRed Bull Stratos. Chirongwa ichi chaibata nekunyorwa kwegwaro rebasa resainzi remakore matanhatu nechikwata chekambani.

Izvi zvakakwanisa kuwana 5.3 miriyoni maonero mugore rekutanga kwayo, zvichigadzira kusingaperi kutengesa. Asi chakanyanya kukosha, nemushandirapamwe wekushambadzira uyu, vakawana mukurumbira pasi rose wekambani uye vakaiisa semhando yachinja nzira yekutsigira.

6.- Mushandirapamwe werunako chairwo rweNjiva

Kunyangwe kusatarisisa pane prototype yeyakajairwa modhi ya2.007, Njiva yakakwanisa kuputsa marudzi ese ezvipingamupinyi nemushandirapamwe wakapfava uye wakatendeseka wekushambadzira, uyo wakakwanisa kugara uye kushanduka nekufamba kwemakore.

Zvakare nekupa iyo kambani kuzivikanwa pasi rese, iyo yakakwanisa kuwedzera purofiti yayo, nekungoratidza vashandisi kuti vanzwe vakasununguka nemuviri wavo uye kusatenda mune zvese zvinofambiswa nezviziviso.

7.- Murume Wako Anogona Kusvira Senge Old Spice

Pakati pezvinhu izvo masangano anoshambadzira anotarisisa, isu tinofanirwa kuyeuka chidzidzo chavanoitisa nevashandisi vavo nezvezvinodiwa uye zvishuwo zvemumwe nemumwe.

Pakugadzirira chidzidzo ichi, Old Spice yaive nepfungwa yakanakisa yekutangisa mushandirapamwe nekubata kwekuseka muna 2.010, yakatarisana nezvinodiwa nevakadzi kuti varume vavo vanhuhwire zvakanaka uye vataridzike.

Kutora mutambi Isaiah Mustafa, yakakwanisa kuve chiitiko mune zvese zvinoonekwa media munyika, kusanganisira masocial network.

8.- Chikafu chikuru cheCola-Cola

Chirongwa chekushambadzira ichi chakatangwa neCoca-Cola muna 2.020 uye chakakurudzirwa nekutsvaga kwerutivi rwakanaka mushure meCovid-19, chaita kuti vanhu vazhinji vakaora mwoyo nekuda kwemamiriro ezvinhu vakwanise kutsvaga "chiedza kumagumo emugwagwa. ". »uye ratidza mhando sechinwiwa chinounza mhuri pamwechete munguva dzakaipisisa.

Kana tikatarisa paFirimu tinogona kuona kuti Kim Gehrig, director wechiziviso, akadhirowa mhuri gumi nenhatu kure dzaive kutenderera pasirese munyika dzakaita se: Lisbon, Mumbai, Orlando, Mexico City, kyiv, Shanghai neLondon.

Aya angori sere emakambani ekushambadzira akakwanisa kuratidza shanduko yekambani kune chigadzirwa, asi achitora mutengi sekurudziro.

Kana iwe wakafarira chinyorwa ichi uye uchida kudzidza zvakawanda nezvazvo nzira dzekushambadzira Isu tinokukoka iwe kuti ushanyire chinongedzo chedu, kwaunowana iwo anonyanya kufadza ruzivo pamusoro pechinyorwa, pamwe neruzivo rwemaitirwo uye maitirwo acho pasina kukanganisa. Usarega kuiverenga!