Ungawenza kanjani umkhankaso wokukhangisa? 6 izinyathelo ezinkulu!

Namuhla bayanda osomabhizinisi abasha abaqala uhambo lwabo emakethe, ngakho sikumema ukuthi wazi ¿Ungawenza kanjani umkhankaso wokukhangisa? 6 izinyathelo ezinkulu! ngesihloko sethu esilandelayo ukuze wenze umkhiqizo wakho waziwe kulokho okuhlosiwe, uthole imali eyengeziwe.

Uwenza kanjani-umkhankaso-wokukhangisa-6-izinyathelo-ezinhle-1

Amanethiwekhi osomabhizinisi.

Kuyini futhi kwenziwa kanjani umkhankaso wokukhangisa?

Umkhiqizo ngamunye noma isevisi edaliwe kufanele ibe nesu noma uhlelo oluklanyelwe ukubenza baziwe ngokuhleleka okuhle nezikhangiso, kufunwa udumo olubi emakethe.

Kodwa naphezu kweqiniso lokuthi abantu abaningi bacabanga ukuthi imikhankaso yokukhangisa isekelwe kuphela ekulungiseni izikhangiso, kufanele sikhumbule ukuthi ukuze senze le mikhankaso kufanele kube nocwaningo lwangaphambilini lomkhiqizo kanye nalokho okuhlosiwe okuqondiswe kuye. , njengoba ngaphandle kwalezi, cha uyophumelela.

Izici zemikhankaso yokukhangisa

  1. Imikhankaso yokukhangisa yenzelwe ukwazisa umsebenzisi.
  2. Khuthaza umthengi.
  3. Kumelwe ibe ngeyokuqala, isungule futhi isungule izinto ezintsha.
  4. Kumelwe iqondiswe endaweni ethile eqondiwe.
  5. Inenani lomhwebi.
  6. Unezinsiza eziningi zokudala.
  7. Ukuze abasebenzisi bakhumbule umkhiqizo, kuhle ukuwuphinda umkhankaso wonke.
  8. Okuqukethwe komuntu siqu ngokwezinjongo nezinjongo.
  9. Ngaphezu kwakho konke, imikhankaso yokukhangisa kufanele ingathathi hlangothi, okungukuthi, akufanele ithinte noma yiluphi uhlangothi, inkolelo, umcabango, inhlangano noma inhlangano.

Ungawenza kanjani umkhankaso wokukhangisa ngendlela efanele?

Ngokucabangela okhiye bangaphambilini, sifuna ukwabelana nawe ngezinyathelo eziyisithupha ezizoholela ekuthuthukiseni umkhankaso wokukhangisa ophumelelayo kunoma iyiphi indlela, kodwa okokuqala sincoma ukuthi uthole i-ejensi yokukhangisa ezokusiza ohlelweni.

1- Yiziphi izinjongo kanye nezidingo?

Imfihlo yomkhankaso omuhle wokukhangisa ukuxhumana nomsebenzisi kusukela ngomzuzu wokuqala, ukusebenza efuna inhloso efanele kanye nemigomo yokuthuthukiswa komkhankaso oshiwo. Ukucacisa kahle izinjongo zomkhankaso wethu wokukhangisa, ama-ejensi asebenzisa i-“SMART”:

  • S ngokucacisiwe: Khumbula ukuthi izinhloso ezijwayelekile azifezi, kodwa kufanele ziqondiswe kokuthile okuqondile.
  • M yokukala: Kuyo yonke into emayelana nokumaketha, amamethrikhi athile kufanele alawulwe ukuze kubonakale ukuthi izinjongo ezifunwayo ziyafinyelelwa yini.
  • A onganikezwa: Kufanele ngaso sonke isikhathi kube nomuntu ophethe futhi obophezelekile ukuhlangabezana nezinjongo.
  • R ngokweqiniso: Ngaphambi kokubeka izinjongo okufanele zifezwe, imikhawulo nezinsiza ezikhona kufanele kubhekwe.
  • I-T inqunyelwe isikhathi: Inhloso ngayinye kufanele ibe nosuku olumisiwe lokugcwaliseka kwayo, ngale ndlela izosiza ukufeza umgomo ngamunye futhi ikhule njengeqembu.
Uwenza kanjani-umkhankaso-wokukhangisa-6-izinyathelo-ezinhle-3

Imikhankaso yokukhangisa eyaziwa kakhulu ihlangana nobuciko babalingisi abakhulu.

2.- Lungiselela umbiko:

Uma usunqume izici ezingenhla ne-ejensi yokukhangisa, kufanele ilungiselele ukwaziswa (umbiko) ngayo yonke idatha ebalulekile mayelana nomkhankaso, lapho kufanele iqukathe:

– Iyini injongo yakho?

Kithina, isici esibalulekile okufanele usicabangele nokuthi kungani kufanele uqale ukukhombisa noma ukuthola ukuthi ngubani umphakathi noma umsebenzisi wakho, ukwenza ucwaningo lwendawo lapho okuhlukile kwezenhlalo (ubulili, indlela yokuphila, isimo somshado, njll.) , izilimi ezikhulunywayo, iyiphi imidiya ebonwa kakhulu noma esetshenziswayo).

Ngakolunye uhlangothi, izici zezenhlalo nezomnotho lapho umkhakha uqondiswe kuwo umkhankaso (izinto zokunethezeka, ukusetshenziswa ngobuningi noma uma kuyisidingo sokuqala) kuzofundwa.

Izinhlobonhlobo zezindawo zomlando lapho kuzophenywa khona izindawo ezingase zisebenziseke kakhulu noma izindawo zokuhlala, kanye nezimo zendawo ezihlukile.

-Izici zomkhiqizo

Imininingwane ngayinye yomkhiqizo noma isevisi, izici, amandla kanye nobuthakathaka, kufanele ichazwe ukuze kunqunywe inhloso yomkhankaso.

-Iyini imakethe yakho?

Okokuqala, kufanele sazi ukuthi ucwaningo lwemakethe luwuhlelo olwenziwa yizinkampani ukuchaza umqondo mayelana nokwamukela umkhiqizo noma isevisi ngokwezentengiselwano, ngakho-ke umkhakha oqondiswe kuwo kanye nomncintiswano onawo kumele ukhonjiswe.

Indlela esetshenziswa kakhulu yokuthola le datha ucwaningo lwedatha yomphakathi endaweni kuze kufike kuzinhlolovo noma izinhlolokhono ezenziwa kubantu abathile.

-Khetha usuku

Mhlawumbe kungenye yamaphuzu enza abantu bakhathazeke kakhulu, ngoba ngalolu suku umkhiqizo wethulwa emakethe ngomkhankaso wokukhangisa.

-Isiphi isabelomali onaso?

Ngaphambi kokuqala noma iyiphi inqubo yokumaketha, kufanele ube nesabelomali esiyisisekelo esifaka inani esihlose ukulisebenzisela ukuthuthukisa umkhankaso wethu wokukhangisa. Lesi samba sizodingidwa yi-ejensi kanye neqembu elinenkontileka, likwazi ukufinyelela inani elivumelana nezinhlangothi zombili.

3.- Isiphakamiso:

Leli phuzu empeleni lingele-ejensi ephethe, kodwa ngaphandle kokuzihlukanisa nekhasimende njengoba kufanele licabangele izici elizifunayo ngomkhankaso walo.

Kufanele kuqale ngesiphakamiso somqondo lapho izinzuzo ezibalulekile zokuxhumana zesevisi noma umkhiqizo ziboniswa khona, okuholela embonweni wokudala. Khona-ke imibhalo, izakhi zegraphic noma ubuciko bokugcina kuyodingeka yenziwe.

Uma inqubo isiqediwe, kufanele ikhonjiswe kuklayenti ukuze kubonakale ukuthi lizizwa likhululekile yini ngalo mbono noma lifuna ukulungisa noma iyiphi ingxenye.

4.- Uhlelo lwemidiya:

Iwumbhalo olungiselelwe nenhlangano yomkhankaso wokukhangisa futhi lapho ukuhlaziya okuhlosiwe, umkhakha, kanye nabezindaba kufanele kuvele, ukuze kuphothulwe ngokukhethwa kwabezindaba.

Enye yezindlela ezisetshenziswa kakhulu ukusabalalisa imikhankaso yokukhangisa namuhla izingosi zokuxhumana nabantu ngenxa yesidingo esikhulu sabasebenzisi, kodwa akuzona zodwa, kunezinketho ezingapheli umkhangisi ngamunye angazikhetha kuye ngezinhloso zokumaketha, i-CRM, ukuxhumana nokuthengisa kwakho. ngifuna ukuthola.

Esinye sezici ezibaluleke kakhulu okufanele sizicabangele lapho sisebenzisa amanethiwekhi omphakathi emikhankasweni yokukhangisa ukuphatha okulungile kwemilayezo yokudala evumelana nazo zonke izinhlobo zokuhlosiwe ezakha amanethiwekhi ethu okuxhumana nomphakathi.

Uwenza kanjani-umkhankaso-wokukhangisa-6-izinyathelo-ezinhle-2

Imikhankaso yokukhangisa eyaziwa kakhulu ihlangana nobuciko babalingisi abakhulu.

5.- Ukwethulwa komkhankaso:

Ngokuhlangabezana nazo zonke izikhathi ezazihleliwe, singaba nazo zonke izici ezidingekayo zokuqaliswa komkhankaso wethu.

Yonke imikhankaso yokukhangisa inesikhathi sokusebenza kumidiya ehlukene yedijithali noma ephrintiwe, kwesinye isikhathi ukwazi ukubona ukwamukelwa komkhiqizo emakethe. Ngakho-ke, kuhle ngaso sonke isikhathi ukuthi ube nohlelo lwezimo eziphuthumayo uma kwenzeka ungenayo imiphumela oyifunayo.

6.- Ukuqapha umkhankaso:

I-ejensi yokukhangisa ayiqalisi nje kuphela umkhankaso kodwa kufanele iqaphe imiphumela ukuze ithole ukuthi izinjongo ziyafezwa yini nge-KPI (izinkomba zokusebenza ezibalulekile), lolu lwazi kufanele kwabelwane ngalo neklayenti.

Uma imiphumela ekhiqizwe yi-KPI kungeyona ebifunwa, iklayenti kufanele laziswe futhi izici zomkhankaso zilungiswe ngokuhlanganyela.

Lapho wonke umkhankaso usuphelile, i-ejensi kuzodingeka yabelane neklayenti umbiko wokugcina nezici ezizuziwe kanye namaphuzu okufanele acatshangelwe ngomkhankaso wesikhathi esizayo.

Yimiphi imikhankaso eyisishiyagalombili ehamba phambili yokukhangisa emlandweni?

Kuzo zonke izimpilo zethu sibone imikhankaso yokukhangisa engapheli ekwazile ukuhlala emiqondweni yethu, nansi emihlanu:

1.- Umhlatshelo we-Whopper ovela ku-Burger King

I-Burger King yethula ngokuhlanganyela noCrispin Porter & Bogusky ngo-2.009, isu lokukhangisa lapho abalandeli be-Facebook kufanele benze ngaphandle kwabasebenzisi abayishumi be-Whopper yamahhala, ehlala izinsuku ezingu-10 kule nkundla yewebhu futhi ihoxiswa ngenxa yokwephulwa kokuncishwa.

Ngaphandle kokuba seplathifomu isikhathi esincane kangaka, lokhu kukhangisa kunikeze i-Burger King udumo olukhulu emakethe, kanye nokusatshalaliswa kwama-Whoppers amahhala angaphezu kuka-20.000.

2.- I-Pepsi Refresh Project

Nakulokhu, i-Pepsi, iphayona emikhankasweni yokukhangisa, yakwazi ukushiya abasebenzisi bayo abaningi bevule imilomo. Ngemuva kweminyaka engu-23 engomunye wezikhangiso ezakha iSuper Bowls, ngo-2.010 wathatha isinqumo sokungabi yingxenye yalo mcimbi futhi wagxila isabelomali sakhe emkhankasweni othi "The Refresh Project".

Kulokhu bahlanganisa amanethiwekhi omphakathi nge-philanthropy, kodwa naphezu kwalezi zinyanga ezingu-10 kuphela ngemuva kokwethulwa kwayo, i-Pepsi yazuza ukukhangisa ababekufuna.

3.- Asifake i-MINI Cooper Engine

Imikhankaso ehamba phambili yokukhangisa yileyo edlula okwejwayelekile bese idlala ngomkhiqizo wakho, into inkampani yezimoto iMINI Cooper ekwazile ukuyithola eMelika, ngesikhathi isizakala ngokuchayeka kwemoto yayo ezindaweni ezahlukene zezitolo, amabhodi amakhulu, emgwaqweni. amakhona , izikhungo zokuthenga, phakathi kwabanye, ukugwema ngazo zonke izindleko ukusetshenziswa kwemidiya yendabuko.

Uwenza kanjani-umkhankaso-wokukhangisa-6-izinyathelo-ezinhle-4

Umkhankaso wokukhangisa womkhiqizo we-MINI Cooper.

4.- Elf Yourself by Office Max

Omunye wemikhankaso yokukhangisa enegciwane kakhulu kule minyaka eyishumi eyedlule yethulwa ngo-2.006, lapho wephula zonke isikhunta futhi waba ngomunye wamasiko kaKhisimusi okwabelwana ngawo kakhulu emhlabeni.

5.- Izinhlobo ze-Red Bull

I-Red Bull kusukela ekudalweni kwayo ibe ngesinye sezimpawu zokukhangisa okusha, yaphula isikhunta ngo-2.013 ngomkhankaso wayo we-Red Bull Stratos. Lo msebenzi ububhekene nemibhalo yomsebenzi wesayensi yeminyaka eyisithupha nethimba lenkampani.

Lokhu kukwazile ukuthola ukubukwa kwezigidi ezingu-5.3 ngonyaka wokwethulwa kwayo, okukhiqize ukuthengiswa okungapheli. Kodwa okubaluleke kakhulu, ngalo mkhankaso wokukhangisa, bathole isithunzi senkampani emhlabeni wonke futhi bawuhlukanisa njengophawu olushintshe indlela yokuxhasa.

6.- Umkhankaso wobuhle bangempela beJuba

Naphezu kokungagxili ku-prototype yemodeli evamile ka-2.007, i-Dove yakwazi ukuphula zonke izinhlobo zezithiyo ngomkhankaso wokukhangisa olula nothembekile, okwazile ukuhlala futhi uguquke phakathi neminyaka.

Kanye nokunikeza inkampani ukuqashelwa emhlabeni wonke, ekwazile ukukhulisa inzuzo yayo, ngokubonisa abasebenzisi ukuthi bazizwe bekhululekile ngomzimba wabo futhi bengakholelwa kukho konke okudluliselwa yizikhangiso.

7.- Indoda Yakho Enganuka Ngathi by Old Spice

Phakathi kwezici izikhungo zokukhangisa ezizicabangelayo, kufanele sikhumbule ucwaningo ezilwenza kubasebenzisi bazo mayelana nezidingo nezifiso zomunye nomunye.

Lapho ilungiselela lolu cwaningo, i-Old Spice yayinombono omuhle kakhulu wokwethula umkhankaso onamahlaya ngonyaka ka-2.010, owawugxile esidingweni abesifazane abanaso sokuthi amadoda abo ahogele kahle futhi abukeke e-sexy.

Idlala nomsubathi u-Isaiah Mustafa, ikwazile ukuba yinto eyenzeka kuzo zonke izinkundla ezibukwayo emhlabeni, okuhlanganisa nezinkundla zokuxhumana.

8.- Ukudla okukhulu kwe-Cola-Cola

Lo mkhankaso wokukhangisa owasungulwa ngabakwaCoca-Cola ngo-2.020 futhi ugqugquzelwe ukufuna uhlangothi oluhle ngemuva kwe-Covid-19, wenze ukuthi abantu abaningi abacindezelekile ngenxa yesimo bakwazi ukufuna "ukukhanya ekugcineni komgwaqo." ". » bese ukhomba uhlobo njengesiphuzo esihlanganisa imindeni ezikhathini ezimbi kakhulu.

Uma sibheka iFilimu siyabona ukuthi uKim Gehrig, umqondisi wesikhangiso, wathwebula kanjani imindeni engu-13 ikude emhlabeni wonke emazweni afana nalawa: Lisbon, Mumbai, Orlando, Mexico City, kyiv, Shanghai kanye neLondon.

Lena imikhankaso eyisishiyagalombili nje yokukhangisa ekwazile ukuphawula ukuvela kwenkampani umkhiqizo ongowayo, kodwa ithatha ikhasimende njengogqozi.

Uma usithandile lesi sihloko futhi unentshisekelo yokufunda okwengeziwe Amasu okukhangisa Sikumema ukuthi uvakashele isixhumanisi sethu, lapho uzothola khona imininingwane ethakazelisa kakhulu ngale ndaba, kanye nolwazi lokuthi ungayisebenzisa kanjani futhi uyenze kanjani ngaphandle kokuphazamiseka. Ungayeki ukuyifunda!


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  1. Ubhekele idatha: I-Actualidad Blog
  2. Inhloso yedatha: Lawula Ugaxekile, ukuphathwa kwamazwana.
  3. Ukusemthethweni: Imvume yakho
  4. Ukuxhumana kwemininingwane: Imininingwane ngeke idluliselwe kubantu besithathu ngaphandle kwesibopho esisemthethweni.
  5. Isitoreji sedatha: Idatabase ebanjwe yi-Occentus Networks (EU)
  6. Amalungelo: Nganoma yisiphi isikhathi ungakhawulela, uthole futhi ususe imininingwane yakho.