El bangela ukumaketha Iqukethe uhlobo lwesu lokumaketha lapho izinkampani eziningana zihlangana khona ukuze zibhekane nenkinga yomphakathi, ukudala izimo zezohwebo, funda kabanzi ngalesi sihloko ngokufunda isihloko esilandelayo.
I-Cause marketing iyingxenye yamasu okusiza abanye izinkampani.
bangela ukumaketha
Yihlelo elinikezwa emisebenzini yezentengiselwano yedijithali ukuchaza izenzo namasu lapho izinkampani ezihlukahlukene emkhakheni ofanayo noma cha, zifuna ukuxazulula ukukhombisa uhlobo oluthile lwesimo senhlalo. Ngabo, kungenzeka ukusungula ubudlelwano bezentengiselwano phakathi kwezinkampani nezinhlangano ezisiza abantulayo ukusiza ekuxazululeni izinkinga ezithile zomphakathi.
Imikhankaso yokumaketha yembangela igxile ekuxazululeni izinkinga ezahlukahlukene ezixhumene nesizathu, lapho isevisi noma umkhiqizo uhlinzekwa ukuze uthole imali engenayo. Lezi seziphelele noma ingxenye yazo zizosetshenziselwa ukunikela ngesizathu esisebenza kuso.
Kunezimbangela eziningi zezenhlalakahle, zihlobene nezinkinga ezibhekene nemikhakha eminingi yokuphila namuhla, kuhlanganise nezingane ezilahliwe, ukulungisa kabusha izikole, ukusiza iziguli ezigula kakhulu, ngamafuphi, kunezindlela ezihlukahlukene ezingabangela ukuthengisa kungenziwa .
Namuhla lezi zinhlobo zemikhankaso ziyathuthukiswa ukukhuthaza ukunyakaza komphakathi okufeza izinguquko ezithile ekuziphatheni kwabaholi bomhlaba. Izinkampani ezinkulu zikhombisa uhlangothi lwazo lwabantu lapho zenza ukuthengisa.
Amasu ahlongozwayo enziwa ngokubambisana nezinye izinhlangano futhi ukwenziwa komuntu ngamunye kwezinqubo akubalulekile ezenzweni zesikhathi esizayo. Umsebenzi ngamunye wenziwa ngenxa yokusekelwa kwezikhungo zomphakathi noma ezizimele, akukho ukulinganiselwa, ukuze izinzuzo zisakazwe ukuxazulula inkinga.
Ezinye izinkampani ezinkulu nezinkampani zihlangana nezinkampani ezingenzi nzuzo noma izinhlangano, ukuze zifune ezinye izixazululo zezizathu ezifanele nezidingekayo. Umbono, ngokusho kwenqubomgomo yokuthengisa imbangela, ukuqwashisa ngezinkinga izinhlangano zomphakathi ezingakwazi ukuzixazulula ngokushesha.
Yazi ngesixhumanisi esilandelayo ku ukumaketha jikelele lapho amanye amasu echazwa ngokuningiliziwe.
Ziyini izinzuzo zayo?
Kusukela endleleni yokuqala yezenhlalakahle eyenziwa kulolu hlobo lwesu, umehluko ezinzuzweni ezingaletha, uma kuqhathaniswa nezinkampani zezohwebo nezimboni, ziqala ukubongwa. Umehluko usezinhlosweni okuhloswe ukuthi zifezeke.
Lolu hlobo lokumaketha lwenza kube nokwenzeka ukuthethelela iminikelo ezikhungweni, izisekelo nezinhlangano ezisiza noma ezisebenzela ukuxazulula izinkinga izinhlangano zomphakathi ezingakwazi ukuzihlanganisa. Ukuntuleka kwezinsiza kugqugquzela ukubambisana ukuze kudalwe umkhiqizo noma umkhankaso ofuna ukusiza nokuvikela izinzuzo zesizathu.
Nakuba osomabhizinisi abaningi bengabaza ukusebenza kwalolu hlobo lokumaketha, eminyakeni yamuva nje kuye kwafakazelwa ukuthi amasu okuthengisa angaletha izinzuzo ezinkulu esikhathini esimaphakathi nesikhathi eside, ake sibone ukuthi ayini:
Thola amakhasimende amasha
Ukumakethwa kwemikhiqizo okuhloswe ngayo ukufuna usizo esikhungweni noma othile ikakhulukazi, kucabangela inani labasebenzisi, ngenxa yelukuluku, bangathola ukuguqulwa kwabasebenzisi babe amaklayenti angaba khona enkampanini. Ukuthengisa kuba yindlela okufinyelelwa ngayo kubathengi, abazokwamukela izenzo ezenziwa yinkampani.
Umqondo wabasebenzisi ugxile kulokho okuthuthukiswayo futhi lokhu kubavumela ukuba bajabulele ukukhushulwa kanye nezenzo inkampani engase ibe nazo esikhathini esizayo, okuqinisekisa ukuvikeleka komkhiqizo lapho amakhasimende enquma noma nini, ukuthi yiluphi uhlobo lomkhiqizo okufanele akhethe ukwanelisa ngalo. izidingo zakho.
Ucwaningo oluningi luye lwenziwa emazweni aseYurophu nase-United States, lapho imiphumela ihlobanisa umbono wamakhasimende ohlobene nemikhiqizo esekela izimbangela ezithile, bavuma ukushintsha ama-brand uma kuthathwe isinyathelo ngesizathu esihle, ukuze sibona umthelela wokusebenzisa lolu hlobo lwesu kumakhasimende kuyathakazelisa impela.
Hlangana nokulindelwe ngamakhasimende
Isibopho somphakathi sithatha izindima ezihluke ngokuphelele kunalezo ezibonwe eminyakeni eyi-15 edlule. Abasebenzisi abazalwe eminyakeni yakamuva benza izinqumo ezibaluleke kakhulu kunabasebenzisi besinye isizukulwane.
Ngokusekelwe kulokhu, okulindelekile kuhluke ngokuphelele, ngenxa yalesi sizathu kubalulekile ukucabangela umthengi wekhasimende ngokusekelwe kubasebenzisi besizukulwane esisha, lapho kugxilwe khona izidingo ezihlobene nobuchwepheshe obusha futhi ezingagxilile ezimweni ze-orthodox.
Lokhu akukhona okungabhekwa njengokubi, ikakhulukazi uma kukhona abantu abavulekile futhi ikakhulukazi abantu abanemibandela esekelwe ezinkambisweni nemibono evela eminyakeni engaphezu kwengu-30 edlule. Amakhasimende amasha noma abasebenzisi besizukulwane se-90 kuya phambili, abantu abanemicabango ehlukene futhi bazisa umhlaba ngombono obanzi ngokuphelele.
Sisho-ke ukuthi yilapho lapho isu lokumaketha imbangela liqala ukusebenza, ukwazisa nokukhombisa izixazululo zezidingo kanye nokulindelwe yizizukulwane ezintsha, ezimweni eziningi ezinqunywa izimo ezihluke kakhulu ezinkingeni zezenhlalakahle ze-20 noma 30 iminyaka. edlule.
thuthukisa ukuthengisa
Ukuthengisa kuyanda lapho ithrafikhi yewebhu nayo ikhuphuka, okuyindlela yokwazi ukuthi inani labasebenzisi benhlangano lihamba kanjani ezinkundleni. Uma usebenza ngemisebenzi yokuthengisa, awufinyeleli kumakhasimende kuphela anezidingo ezihlobene nomkhiqizo wenkampani.
Kunabasebenzisi abaningi abagqugquzelwa izimbangela ezinhle futhi bahlonze ngokushesha inkampani njengenhlangano eyenza okuthile okuhle esintwini, lokhu kuhumusha umbono ohlukile wokumaketha kuklayenti.
Ukuthengiswa kwemikhiqizo ukuze kuzuze isizathu kuyisisusa sokuhweba kubantu abaningi, abeza ukuzothola isevisi noma umkhiqizo enkampanini, kukhiqiza amandla futhi kubakhuthaze ukuba bacabange ukuthi benza okuthile ngesizathu esihle, ukusiza ukuxazulula inkinga. umkhakha oswele noma ontulayo othuthukisa ukuhamba kwawo kanye nokwenza kwawo ezimeni zomhlaba.
Izizathu ezinhle zigqugquzela futhi ziholele abathengi ukuthi bacabange ukuthi umkhiqizo ungowekhwalithi futhi usiza labo abawudinga kakhulu. Ukunikezwa kumakhasimende athile kungase futhi kuthonye abanye ukuba bagqugquzeleke ukuba baphambukise ukunaka kwabo kumkhiqizo othile, okudala ngokushesha indlela yokuwuthola ukuze banelise isidingo sabo sosizo wonke umuntu analo ngaphakathi.
Isihloko esilandelayo Indlela yokwenza isabelomali sokuthengisa? ikhombisa ukucatshangelwa okuthile okuhlobene nalesi sihloko
gcina ukuzethemba
Kubalulekile kunoma iyiphi inkampani ukuthi ibheke izindlela ezivumela ukuthi igcine ukugeleza kwamakhasimende ayikhuthaza ukuthi iqhubeke nokunikeza imikhiqizo noma izinsizakalo, ngoba kubalulekile ukugcina ukusebenza kahle kanye nekhwalithi yomkhiqizo. Lokhu akufezwa kalula kangako, ukwethembeka yinto efinyelelwa ngokuhamba kwesikhathi futhi izuzwa nangezenzo ezithile.
Ukusebenza ngokusekelwe kukhwalithi nokusebenza kahle kuyizici ezinhle zokusesha lokho kuthembana okudingekayo ukuze uzuze ukwethembeka. Kodwa-ke, amasu lapho esebenza ngesizathu sokumaketha aqinisa ukwethembeka kwamakhasimende futhi andise ukuhlala kwawo unomphela; ukucabanga ukuthi kwenziwa kanjani nokuthi kungani, kuyizenzo ezinhle zokuthuthukisa imicabango yokuheha amakhasimende.
Izibonelo ezithile
Sesiyazi ukuthi imbangela yokumaketha isingathwa kanjani, kanye nezinzuzo zayo, kodwa abaningi bayazibuza ukuthi isetshenziswa kanjani futhi yiziphi izimo ezidalwe ukwenza lolu hlobo lokumaketha. Kunezinkulungwane zezinkampani emhlabeni wonke ezimisa ngaphakathi kwezinhlelo zazo zonyaka, ukuze zenze amasu ezenzo zokupha abantu.
Lezi zinkampani zinikezela ngezinsiza kanye nesikhathi ukusekela izenzo ezingathuthukisa izinga lempilo yabantu abaningi nezikhungo, yingakho kwezinye izikhathi ezinye izinkampani ziye zanquma ukuzinikela ngokuphelele kulolu hlobo lwesenzo. Kodwa ake sibone ukuthi ziyini lezo zinhlangano.
I-Red Nose Day kanye ne-Walgreens
Yavela e-United Kingdom futhi njengamanje yenziwa kwamanye amazwe aseYurophu, futhi ifinyelela e-United States. Iqukethe umkhankaso ofuna ukuqoqa izimali ngokuthengisa amakhala abomvu ezitolo ze-Walgreens; Lezi zimali zisetshenziselwa ukusiza izingane ezisesimweni sobumpofu obuphezulu.
Amaqoqo onyaka acishe abe yizigidi ezingama-20 zamaRandi atholwe ngenxa yokuthengiswa kwamakhala abomvu angaphezu kwezigidi eziyi-17, lawa atholakala ukuze asetshenziswe emicimbini, emaphathini emvunulo nasezimaski, kanye nasemicimbini yezenhlalo. Kuwumkhankaso odonsa inyanga nesigamu kuphela futhi wenziwa ezindaweni ezahlukene zezwe.
Khona-ke ngisho nosuku lwamakhala abomvu luyadalwa lapho izinkulungwane zabantu ziba khona ngaleso sikhathi ukuze zithole ikhala elilodwa noma amaningana emicimbini yabo. Njengamanje ukugqugquzelwa kwalolu hlobo lokumaketha kufinyelela kwamanye amazwe lapho kubangela umsindo omkhulu emibuthanweni ethile yomphakathi.
I-Warby Parker kanye ne-Vision Spring
Kuyinhlangano esebenzisa leli su ukuze ikwazi ukukhokhela izindleko zokuthengwa kwamalensi noma izibuko. Lolu hlelo lusebenza kanye nezinhlangano eziningana ezihlobene nempilo, kuhlanganise nenkampani i-VisionSpring, engumgqugquzeli oyinhloko wephrojekthi.
Isu lisungula imodeli yokuthenga esuselwe kokuthi "Thenga ipheya, unikele ngamapheya", ngenhloso yokukhuthaza emakilasini athile omphakathi usekelo lokunikela ngezibuko kubantu abayidinga kakhulu. Kodwa umkhankaso awubandakanyi nje ukusiza ukunikela ngezibuko, kodwa futhi usebenzisa izifundo zokuqeqesha.
Lezi zingxoxo zivumela abesilisa nabesifazane ukuba baqeqeshelwe ukuya emazweni asathuthuka ukuze bayohlola futhi ngaleyo ndlela ibanikeze ithuba lokuthenga izibuko ngamanani aphansi kakhulu.
Kuyisu eliyimpumelelo lapho noma yiziphi izibuko ezidayiselwa abantu abazithenga ngenani elihle kakhulu, futhi njengoba umgomo wayo ubeka, izibuko zinikelwa kulabo abadinga kakhulu. Inkampani igcina iwebhusayithi lapho noma ubani ofuna ukuba yingxenye yalo msebenzi angajoyina inkampani.
I-Patagonia
Kuyisu eligxile ikakhulukazi ku-"Black Friday", lapho inkampani ebizwa nge-Patagonia inikezela ngesaphulelo esifika ku-100% ekuthengisweni. Lezi zisetshenziselwa ukusekela izinhlangano ezisebenza nsuku zonke ukuvikela imvelo; Lolu hlelo lusebenza ngokuthenga okwenziwa amakhasimende ezitolo eziningi zePatagonia e-United States, ngesikhathi esibizwa ngeBlack Friday.
Kamuva, ukuthengisa kunikezwa inkampani ukuthi inikele ngakho ezinhlanganweni ezizinikele kulokho. Lo mkhankaso ukwazile ukuqoqa imali engaphezu kwezigidi eziyishumi zamadola ngo-2019; Yize abanye abantu bezamile ukukhombisa ukuthi izinsiza azifinyeleli kunoma yiziphi izinhlangano, le nkampani ibika njalo ngonyaka ngezitatimende zezimali ezikhombisa ukwesekwa abakwenzayo ezinhlanganweni ezahlukene zalolu hlobo.
Ukuze ufunde kabanzi ngalolu hlobo lokumaketha, sikumema ukuthi ufunde isihloko esilandelayo Ukukhangisa ngamandla, enikeza imininingwane ethokozisayo ehlobene nalesi sihloko nezinye.
I-JetBlue kanye nencwadi yokuqala
Lo mkhankaso wenziwa ngokubambisana nezinkampani ze-JetBlue kanye nenhlangano engenzi nzuzo i-First Book. Iwuhlelo olubizwa nge-With Reading olwakhiwe ngenhloso yokuvuselela ingqondo yezingane, ngokunikela ngezincwadi ezinikezwa mahhala emishinini ehlukahlukene edayisayo etholakala ezifundazweni eziningi zeNyunyana.
Kodwa ayinikeli nje kuphela lezi zincwadi ezigidini zezingane, kodwa futhi ihlinzeka ngezinto ezisekela izikhungo nezemfundo kothisha nabafundi ngamanani athengekayo. Ukuphumelela kwalo mkhankaso kungenxa yokuthi le nkampani ihlanganisa izinsiza ezivela kuFirst Book, okuyiyona ebhekelele ukuqhakambisa nokuyisa lolu hlelo kuzo zonke izindawo.
Ukuphawula kokugcina
Akuyona yonke into kulo mhlaba wezohwebo okufanele ibe ibhizinisi elinenzuzo enkulu, kunezinkulungwane zezinkampani ezizinikele ku-philanthropy yedijithali nezohwebo, ezingaba isibonelo sokusiza abantu abaningi abaswele. Izinkampani eziningi sezineminyaka zikhona futhi ziyaqhudelana ngokuqhuba imikhankaso yokumaketha.
