El ukumaketha ngokomzwelo Kuwuhlobo lokukhangisa kwedijithali lapho ukubekwa komkhiqizo kufunwa ngamasu athile okukhangisa axhumanisa imizwa yekhasimende.
ukumaketha ngokomzwelo
Kuthathwa njengesu lapho umkhiqizo noma umkhiqizo uphromothwa kusetshenziswa imizwa yabasebenzisi noma amakhasimende azayo. Ifunwa ngezindlela ezehlukene ukuxhumanisa izidingo zekhasimende nomkhiqizo noma umkhiqizo.
Isixhumanisi kufanele sihlobane ngqo nemizwa yomuntu, okuthi ngezinjongo Zokumaketha abe iklayenti, umsebenzisi noma umthengi. Osomaqhinga bokukhangisa basebenzisa ukumaketha kwemizwa ukuze bafinyelele ngqo kulokho umuntu akuzwayo ngempela hhayi lokho akudinga ngempela.
Ubudlelwano bokumaketha bugcinwa isikhathi eside, umkhiqizo ngamunye noma umkhiqizo ufuna indlela yokusungula ubudlelwano namakhasimende emhlabeni lapho ukugcwala kokukhangisa kumanethiwekhi kukukhulu. Ngokunjalo, izinkampani eziningi zihlinzeka ngemikhiqizo emagatsheni entengiso afanayo futhi kubakhangisi kuwumsebenzi wokudala ukukwazi ukubeka umkhiqizo endaweni.
Imikhankaso emisha yokukhangisa yanamuhla igcwele ubuciko, amathuluzi ahlukahlukene okuthengisa edijithali asetshenziselwa ukuzama ukuthola amakhasimende hhayi lokho kuphela, kodwa ukuthola abasebenzisi ukuthi bathembeke kumkhiqizo ngokuhamba kwesikhathi.
Yilapho ukuthengisa ngokomzwelo kuqala khona. Leli su lisebenzisa imizwa yekhasimende, ukwenza uhlobo lobuntu lube yingxenye yempilo yomuntu. Iphinde ikuvumela ukuthi ube yingxenye yesimo semizwa yabantu.
Kuyisu elithakazelisa kakhulu elinikeze imiphumela emihle. Amakhasimende nabasebenzisi abahlonza imikhiqizo ethile bayayivikela futhi bathembekile kumkhiqizo iminyaka.
Imizwelo
Kwabaningi ziyisimiso samandla emizwa esishukumisa umphakathi, zenza umehluko phakathi kwezinye izinto eziphilayo emhlabeni. Imizwa izinkulumo futhi ukuthinta okubonakala ebusweni ngokunyakaza komzimba kuvumela ukuveza uhlobo lomzwelo.
Imizwa ngokwabanye ababhali ihlukaniswa ngokuthi: ukudabuka, ukwesaba, ukumangala, injabulo, ukunengeka, ukunengeka kanye nentukuthelo. Kodwa-ke, abanye abacwaningi kanye nezazi zokusebenza kwengqondo baye bandisa imenyu yemizwa, futhi bafake imizwelo efana nokukhungatheka, ukucindezeleka, i-nostalgia, phakathi kwabanye, okungase kube ukubonakaliswa kwabantu ngesikhathi esithile.
Ngokusekelwe kulo lonke ulwazi oluhlobene nemizwa, amasu okukhangisa abe esesetshenziswa lapho angaxhumana khona namakhasimende. Imikhiqizo ibe isigxila emizweni umuntu angase abe nayo uma ethola umkhiqizo noma esebenzisa uhlobo oluthile.
Izidingo zekhasimende kanye nemizwa
Ukwazi manje ukuthi imizwa imele ini kubantu, singabe sesikhomba ukuthi isetshenziswa kanjani emikhankasweni yokukhangisa bese sizuza lokho okubizwa nge-Emotional Marketing.
Inkampani ngayinye noma inkampani iyaqonda ukuthi imikhiqizo kufanele ibhekane nesidingo esithile, ikakhulukazi uma ingaba nomthelela kuleyo ethinta imvelo. Ngalesi sizathu, amabhethri aqondiswe kubabukeli abadinga umkhiqizo, isevisi noma uhlobo.
Amasu okukhangisa nokukhangisa avumela umkhiqizo noma umkhiqizo ukwazi ukuthi hlobo luni lokumaketha kwedijithali okufanele bakusebenzise nokuthi bawuqondise kuphi. Ucwaningo luvumela ukwazi ukuthi umkhiqizo wethulwa kubani, ngaluphi uhlobo futhi ngaphansi kwaziphi izimo ezivumela ukudonsa imizwa nemizwelo yabo.
Isibonelo, sinemikhiqizo eminingi nemikhiqizo ebingabaholi futhi ephawule umlando ohlobene nokukhangisa. Icala lomkhiqizo we-Coca Cola yi-a isibonelo sokumaketha ngokomzwelo lapho abantu bengangabazi ikhwalithi yesiphuzo futhi bethembekile kumkhiqizo. Uma befika endaweni bafuna ukuthola umkhiqizo ukuze bangawudli.
Nokho, sinesimo sezimpawu ekukhangiseni ngokomzwelo njengento eyisisekelo neyisisekelo. Imilayezo efana nokuthi 'Iqonde enhliziyweni yakho', 'Ukukhumbula imizwa yakho', 'Ukucabanga ngawe', 'finyelela imigomo yakho', iyindlela yokufinyelela ikhasimende elithile. Lokhu kuvumela abantu ukuthi bacabange kusenesikhathi ngalokho abanomuzwa wokuthi bangakufeza uma bebenalowo mkhiqizo noma umkhiqizo kubo.
Ukumaketha okuthinta imizwa kuqala ngamathuluzi ahlukahlukene okukhangisa ukuthinta imicabango nemizwa yekhasimende. Imininingwane ngeqembu lobudala nobulili, bese uqondisa ukukhangisa kwakho emphakathini othize, kodwa ucabangela imizwa yalolo hlobo lokuhlosiwe.
Izici
Akulula ukwakha indawo kanye nokubamba indawo ngomkhiqizo wezohwebo, kudinga isikhathi namasu akhethekile lapho kwenziwa khona izifundo ezihlukahlukene zokumaketha nokubeka indawo. Amasu agxile endleleni yokufinyelela izinhliziyo zamakhasimende akusasa. Umkhiqizo ngamunye noma umkhiqizo unezici ezikhethekile okufanele zicatshangelwe lapho uzimisa emakethe.
Nokho, ukumaketha ngokomzwelo kunochungechunge lwezimpawu ezikuhlukanisayo kwamanye amasu okukhangisa ahlobene nokumaketha kwedijithali. Konke kuyindaba yokwazi ukuthi ungabhekana kanjani nazo futhi uzisebenzise emkhiqizweni noma kumkhiqizo. Ake sibone ukuthi ziyini lezo zici.
Yenza uphawu lomkhiqizo
Kungesinye sezihluthulelo zokumaketha ngokomzwelo. Ikuvumela ukuthi uthengise umkhiqizo lapho abanye bangaba nobunzima bokuwubeka endaweni. Ukumaketha okuthinta imizwa kusebenzisa amasu asekelwe kumamodeli ebhizinisi lapho agxila khona kubantu, ukwenziwa kobuntu komkhiqizo kanye nokwenza ingxenye yemizwa yabantu.
Phakathi kwamasu abaluleke kakhulu ukusetshenziswa kwezithombe, lapho okubaluleke kakhulu kuyizimfanelo zomuntu, zenza ukuthi kufinyelele abantu ngokuqondile.
Nakuba kubonakala kungenangqondo, ingxenye yezohwebo ishiywe eceleni futhi wonke amasu okuthengisa agxila kumuntu, okwaziyo ukuthola ukuthi lowo muntu noma owesifazane angacabangani uma benomkhiqizo eceleni kwakhe, lokho abakuzwayo lapho bewusebenzisa , inzuzo yenjabulo elethwa ukuba naye eduze, izindlela zokwenza umkhiqizo ube ngumuntu.
Baxoxa indaba
Amasu amaningi okukhangisa asekelwe ekukhangiseni ngokomzwelo asekelwe ekulandiseni kwendaba emfushane exoxa okuthile okuvuselela imizwa yomsebenzisi. Ziningi izindaba emhlabeni ezingaxoxwa futhi ezingase zihlobane ngokuqondile noma ngokungaqondile nomkhiqizo noma umkhiqizo.
Izindaba zisiza ukukhumbula izigaba ezithile zobuntwana noma okungcono kakhulu isigaba esibalulekile sempilo. Lokhu kusiza ukuhlobanisa umkhiqizo kuleyo ndaba. Ikhasimende licabangela ngokuqondile ukubaluleka komkhiqizo ngokusekelwe kusixhumanisi sawo naleyo ndaba futhi liwuhlobanise ngokushesha nemizwelo yalo.
Ekukhangiseni nakweminye imisebenzi yokulalelwayo nokubonwayo, ukuxoxa indaba kubizwa ngokuthi Ukuxoxa Indaba. Kuyasiza ukuzuza ukuma komkhiqizo ngezithombe namavidiyo aklanywe kahle, lapho axoxa khona izindaba zezinhlobo ezahlukene.
uphawu lothando
Uma umkhiqizo noma umkhiqizo uxhunywe ebudlelwaneni bezithandani noma nabesifazane nje, kusetshenziswa isu elibizwa nge-Lovemark. Kuthathwa njengento lapho konke ukusondelana kwabantu besifazane kunemininingwane eminingi futhi kuxhumene ne-romanticism kanye nobudlelwano bemizwa.
Ngokuvamile isetshenziselwa ukubandakanya abantu abathandanayo noma abafuna ubudlelwano. Indlela iqondile futhi ihlobene nengxenye yothando yombhangqwana. Umkhiqizo uvumela ukusiza ukuhlanganisa ubudlelwano futhi usetshenziswa njengento eyodwa enhlanganisweni yothando.
thengisa okuhlangenwe nakho
Ukumaketha okuthinta imizwa kuxhumanisa izindaba ezihlobene nokuzidela nezixhumanisi zothando, leli yisu elihle elisiza ukuthuthukisa ukuthi ubani ongakhomba umkhiqizo. Lokhu kuvame ukubonakala ekukhangiseni kwamakhadi esikweletu, izinhlangano zezokuvakasha, izindiza, phakathi kokunye.
Ukusebenzisana okudaliwe kuvumela umsebenzisi ukuthi aqaphele okungenzeka ekugcineni kwakho. Lokhu kuvumela umsebenzisi ukuthi enze imibuzo yangaphakathi, lapho ezama ukuhlobanisa impilo yakhe nalezo zindaba.
ukuphawula ngokomzwelo
Isu lokumaketha ngokomzwelo liyingxenye yokugcina yokubeka uphawu ngokomzwelo, lapho kuthathwa njengohlobo lokukhushulwa kusuka empandeni, okungukuthi, umkhiqizo noma umkhiqizo uzalwa kusukela ekuqaleni ngamathuluzi nezinto ezihlobene nemizwa.
Ngokungafani nokumaketha kwedijithali, isu lamanje elingafakwa kukho konke ukuma kwentengiso komkhiqizo. Sikumema ukuthi ufunde kabanzi mayelana ne- ukuphawula ngokomzwelo lapho ungathola khona ulwazi olwengeziwe ngakho.
Izisekelo zokumaketha ngokomzwelo
Ukwakha isu elikuvumela ukuthi ufinyelele umphakathi ngokuqondile ngokuthinta leyo mizwa, ukumaketha okuthinta imizwa kusekelwe kwezinye izisekelo ezisebenza njengosekelo lokufeza izinjongo.
Isipiliyoni
Umthelela wansuku zonke wokukhangisa kubantu nakubasebenzisi abasebenzisa i-inthanethi nsuku zonke mkhulu kakhulu. Ulwazi lwethulwa usuku nosuku ngamanani lapho ukuhlukahluka kwe-cv kanye nezinqubo zokuzuza lokho okufiswayo kubanzi kakhulu.
Ukugcwala kwamanzi sekuphenduke umkhuba, ukuheha ukunaka kweklayenti kuwumsebenzi obalulekile. Kungakho isipiliyoni, njengoba kusho isisho, senza umehluko. Kulokhu kubalulekile ukuthi ukumaketha ngokomzwelo kungathuthukisa amasu asekelwe kokuhlangenwe nakho.
Ngazo imizwa nemizwa ibonakala esiza ekwenzeni izinqumo. Lokhu ngokuvamile ilokho osomaqhinga bokumaketha bedijithali abakubukayo ukuze bathole isinqumo esithathwe ikhasimende ngemva kokwazisa umkhiqizo noma umkhiqizo.
Ukuthatha izinkomba kumasu wangaphambilini kusiza ngamaphesenti aphezulu ukufeza izinjongo ezihlobene nokubeka. Ikakhulukazi uma lelo su lisebenze kwezinye izikhathi. Ingxenye yamasu okumaketha ngokomzwelo yenziwa ubudlelwano bomthengi nomkhiqizo.
Inyunyana kanye ne-symbiosis eyakhiwe ngesikhathi sokuxhuma lezi zici ezimbili inquma ukuhlala unomphela komkhiqizo emakethe. Ngalesi sizathu, ukudluliswa komlayezo okusekelwe kokuhlangenwe nakho kwangaphambilini kubalulekile. Esihlokweni esilandelayo uzokwazi ukwazi Amasu okuthengisa ezikhuthaza ukukhula kokukhangisa nokumaketha.
Xhumanisa
Njengoba sibonile ekuqaleni, lapho ikhasimende licabangela futhi lihlobana nomkhiqizo, inyunyana phakathi kwalokhu kokubili iqala ukusungulwa ngokushesha. Lesi sibopho sohlobo oluthintekayo sinquma ukuthi bobabili bangazizwa umuzwa osebenzayo. Okusho ukuthi, ngamunye usebenzisa izinhloso ezifanayo.
Ukuxhumana okubili kuvumela abathengi ukuthi bazibheke njengengxenye yomkhiqizo. Abanye baze bacabangele nemibono yamakhasimende, abafuna ukukhula komkhiqizo ngokucabangela izidingo zabo.
Uma umkhiqizo ubeka umkhiqizo wawo futhi ufinyelela ikhasimende, ukuxhumana okuhlanganisa lezo zidingo zabasebenzisi kusungulwa ngokushesha. Lokhu kungase kuqale ukuzwa imizwa eyahlukahlukene ukuze ube khona komkhiqizo ngemva kokuthenga.
Okuqukethwe
Iyingxenye yophahla oluvumela ukumaketha ngokomzwelo ukubeka uphawu noma umkhiqizo. Ingenye yezinto okuthi, kanye Nokuxoxa Indaba, ukufaka uphawu ngokomzwelo kunikeze ubuntu kuyo yonke into ehlobene nomkhiqizo.
Okubizwa nangokuthi ukumaketha okuqukethwe, kukuvumela ukuthi uqonde ngempela ukuthi ikhasimende lifunani. Iyaziqonda izidingo zabo, ikwazi ukubonakala iwuhlobo oluqondiwe lapho ukukhangisa kuzobe kuqondiswe kubo. Siphakamisa ukuthi ufunde isihloko esilandelayo esihlobene ne izinhlobo zemakethe
Izinzuzo
Lapho imizwa ikhangwa, ngokusobala imiphumela emihle nehlaba umxhwele kakhulu izotholakala. Ukuthinta Imizwa eyakhayo yomuntu ivumela ukukholelwa emaphusheni futhi ucabangele izindawo zothando zesikhathi esizayo. Yingakho sizobona ngezansi izinzuzo zalolu hlobo lwesu.
izincomo eziphezulu
Uma ufika lapho ufuna umkhiqizo noma umkhiqizo uqale ukukhuthazwa abanye abantu ngokushesha, izincomo zivela ngokuzenzakalelayo futhi uqala ukuzwa ukuthengisa. Zizovezwa kahle ngokuzenzakalelayo.
Udumo
Imizwa yamakhasimende athengayo ivumela ukunikeza ukubaluleka kanye nobunikazi bomkhiqizo, uma uhamba ngomlomo kusho ukuthi udumo lutholwa kancane kancane, futhi abantu banesithakazelo kakhulu ekwazini umkhiqizo nendawo yawo.
uhlala emqondweni
Uma ingxenye yomzwelo noma uhlobo oluthile lwenkumbulo luthintwa, kulokhu sibona ukuthi abasebenzisi bakwazi kanjani ukukhumbula amabhrendi abebewadla kukho konke ukuphila kwabo, isixhumanisi somzwelo we-nostalgic siyadalwa esiza ukugcina isimo sezulu.
dala uzwelo
Ukwenza umkhiqizo ube muhle kakhulu kumakhasimende yikho okuwuvumelayo ukukhuthaza izinhloso ezinhle nobudlelwano bemizwa. Ukusetshenziswa kwemibala, izithombe, amavidiyo kanye nezindaba ezikholisayo nezinyakazayo, kuvumela ikhasimende ukuthi lingagcini nje ngokuthokozela umkhiqizo noma uhlobo oluthile kodwa futhi lizwe injabulo yokuba nalo.