Nkhani yamasiku ano ikuwonetsa zomwe zikuchitika pakutsatsa zokopa alendo ndi chiyembekezo (ndi chikhulupiriro) kuti zitha kusintha. Ndikufuna kukhulupirira kuti zafika pansi ndi "Wokondedwa Generic."
Lero ndalandira kuphulika kwa imelo yopita ku "Generic;" nthawi zambiri zofalitsa zimaperekedwa kwa "olandira osadziwika." Ndi chiyani chomwe chimapangitsa kuti oyang'anira maubwenzi a anthu azikhulupirira kuti kuphulika kwa maimelo kuli koyenera kuwerenga - osagwiritsa ntchito ngati gwero lodalirika la data? Atolankhani si akapolo a m'madipatimenti olankhulana ndi anthu.
Inde, ndithudi, pali gombe (pokhapokha mutakhala Cancun ndipo gombe lanu lawonongeka), inde pali madzi obiriwira amtundu wa buluu (pokhapokha mutakhala m'madera a Puerto Rico kumene madzi ndi oipitsidwa), inde pali mpweya wabwino (kupatulapo muli m'madera a Vanuatu kumene zinyalala zimawotchedwa madzulo) ndipo inde, pali kugula (pokhapokha ngati simukufunikira kuwona Gap ina, kapena Old Navy), ndipo inde pali chakudya (ngati McDonald's ndi muyezo wanu wa chakudya ) .
Kotero - chovuta ndi kupanga ndi / kapena kuzindikira ndikulimbikitsa chizindikiro chokhazikika chomwe chimatsatira mfundo za komwe mukupita (chilichonse chomwe chiri). Ndikofunikira kwambiri kumasulira kukhudzika kosangalatsa kwa umunthu wa komwe mukupita ku msika womwe mukuufuna, kwinaku mukupereka uthenga wotsatsa wabwino, wogwira mtima komanso wosaiwalika.
Malo onse, posatengera kukula kwake, ali ndi malingaliro ofanana ngati akufuna kupanga kampeni yotsatsira. Kusakaniza kumaphatikizapo:
1. Zomangamanga zamakono (mwachitsanzo, madoko, materminal, misewu, njanji, magetsi, malo ogona, zipatala)
2. Zikhalidwe (monga chakudya, zokumana nazo za chikhulupiriro, zaluso ndi nyimbo)
3. Geography (ie, chilengedwe, mayiko oyandikana nawo)
4. Mbiri
5. Anthu
6. Ndale
7. Chitetezo / chitetezo
8. Mapulogalamu
9. Zochita zokopa alendo (mwachitsanzo, kusambira, kukwera maulendo, misonkhano ya munthu ndi munthu)
Zolinga Zanthawi Yaifupi/Yaitali
Kupyolera mu kafukufuku wamsika wogwira mtima ndi mgwirizano, komanso kugwiritsa ntchito World Wide Web (WWW) ndikupanga kampeni yolumikizana ndi anthu, mwayi ukhoza kupangidwa kuti ukhale ndi chithunzi chodalirika komanso chokhazikika cha komwe kudzakhala kosaiŵalika (kwakanthawi kochepa) .
Malo otsogola kwambiri amapereka malo okhala ndi zokopa zapamwamba, ntchito zapamwamba kwambiri ndi malo ndipo dziko lililonse limadzinenera zachikhalidwe ndi cholowa chapadera. Kodi ogula amafuna zofanana, kapena akuyang'ana kopita komwe kuli zinthu zosiyanitsidwa?
Kusiyanitsa
Ndizotheka kwambiri kuti kusiyanitsa kuli kofunika kwambiri tsopano kuposa kale. Zowonadi, zakhala maziko opulumuka pamsika wampikisano wapadziko lonse lapansi pomwe malo khumi akuluakulu amakopa pafupifupi 70% ya msika wapadziko lonse lapansi wokopa alendo. Ngakhale pali msika waukaliwu, malonda akuchulukirachulukira kwa malo okopa alendo amakhalabe malonda owonetsa nyanja zabuluu, mlengalenga wopanda mitambo komanso magombe osatha agolide okhala ndi zilembo zosaiŵalika. Kutsatsa kotereku, kugulitsa mwayi wopumula kwa wogwiritsa ntchito komanso kupukuta, kumapangitsa kuti madera onse a m'mphepete mwa nyanja asasiyanitsidwe.
Kodi chimasiyanitsa chiyani chilumba chimodzi cha Caribbean kapena South Pacific ndi choyandikana nacho chapafupi; kawirikawiri dzuwa ndi mchenga? Pamsika uno zomwe zimakopa alendo omwe angathe kudzayendera (ndi kukaonanso) malo amodzi m'malo mwa ena ndi ngati ali ndi chifundo ndi komwe akupita komanso makhalidwe ake.
Nkhondo Njira
Kumenyera kwamakasitomala omwe akupita mawa kudzamenyedwa ndi mitima ndi malingaliro-ndipo apa ndipamene kukwezedwa kwamalo kumalowera m'gawo la kasamalidwe kamtundu. Ma brand ali ndi chikhalidwe, maganizo ndi kudziwika kwa ogwiritsa; ali ndi umunthu ndipo amapangitsa kuti chinthucho chiwoneke ngati chofunikira, chofunidwa komanso chabwino.
Ogula akapanga zosankha zamtundu wazinthu-kuphatikiza komwe akupita-amakhala akunena za moyo wawo; akugula fano ndikupanga ubale wamalingaliro. Alendo odzaona malo amagwiritsira ntchito maulendo awo monga zipangizo zowonetsera mauthenga okhudza iwo eni kwa anzawo ndi kwa anthu owaonerera. Chifukwa chake, monga zizindikiritso za masitayelo ndi mawonekedwe, komwe kopitako kumatha kulimbikitsa mapindu a ogula omwewo monga momwe amachitira zinthu zodziwika bwino monga magalimoto, zonunkhiritsa, mawotchi ndi zovala.
Ulendo wopita kokasangalala nthawi zambiri umakhala wokhudza kwambiri, wokonzedwa kwambiri, woyembekezeredwa mwachidwi komanso wokumbukiridwa. zikumbutso, makanema ndi zithunzi zimayambitsa ndikuwonetsa zomwe zachitikazo ndikugawana ndi abwenzi ndi achibale. Zogulitsa zokhala ndi Logo ndi zonyamula katundu zimalengeza kuti munthuyo wakhalapo, wachita zimenezo, kwa aliyense amene ayang'ana, ndikusamala.
Moyo Gauge
Kusankha kopita kutchuthi ndichizindikiro chachikulu cha moyo kwa ogula masiku ano motsogozedwa ndi zofuna zawo ndipo malo omwe amasankhidwa kuti azigwiritsa ntchito nthawi yawo yatchuthi mochulukira komanso ndalama zomwe amapeza movutikira ziyenera kukhala zopatsa chidwi ndi zokambirana komanso anthu otchuka.
Kuwongolera mtundu wa komwe mukupita kumabweretsa zovuta zambiri. Kodi ndizotheka kuzindikira zomwe mtunduwo umakonda ndikumasulira uthengawu kukhala uthenga wopatsa chidwi wokhudza umunthu wake? Iyenera kuchitidwa! Palibenso chochitira chifukwa kufotokoza bwino uthenga n'kofunika kwambiri pakupanga chizindikiritso chokhazikika cha komwe mukupita.
Electronic Publishing
Powunikiranso nkhani zazikuluzikulu, kopita kuyenera kuwonetsa kufunikira kwa media zomwe si zachikhalidwe. Madera ang'onoang'ono (mwachitsanzo, Seychelles) atha kupanga mitundu yolimba ya kopita, ndikudziyika ngati osewera ofunika kwambiri pazambiri zokopa alendo padziko lonse lapansi. Ndi bajeti yochepa Mtumiki wa zokopa alendo ku Seychelles adasankha www.eturbonews.com (olembetsa 235,000 padziko lonse lapansi ndi owerenga 1.2+ miliyoni), ngati njira yayikulu yofalitsira zidziwitso zokopa alendo zomwe zimapangitsa kuti ntchito zokopa alendo zitukuke mdziko muno.
Amene Amatsogolera/Amatsatira
Magawo onse amakumana ndi zovuta zotsatsa komanso zotsatsa chifukwa ali ndi anthu ambiri okhudzidwa komanso kuwongolera kochepa. Oyang'anira malo omwe amapita sayenera kulimbana ndi chikhalidwe cha amorphous cha mankhwalawo, komanso ndi malonda enieni a ndale ndi kuchepa. Otsatsa kopita ali ndi mphamvu zochepa pamagulu angapo azinthu zawo komabe magulu osiyanasiyana awa ndi makampani onse ali ndi chidwi pamtundu wa komwe akupita. Kusakanizika kwa zokonda zapadera ndi zolinga zosiyanasiyana kumaphatikizapo:
1. Zipinda zamalonda
2. Magulu a anthu
3. Magulu a zachilengedwe ndi mabungwe
4. Maboma ang'onoang'ono ndi adziko lonse ndi mabungwe awo
5. Ntchito zamagulu apadera
6. Mabungwe amalonda
Amoyo ndi Kupuma
Chovuta kwa otsatsa komwe akupita ndikupangitsa mtundu wa komwe akupita kuti ukhale wamoyo, kuti alendo aziwona zomwe zimakwezedwa ndikuwona kutsimikizika kwa malo apadera. Komabe, mu ntchitoyi, ogulitsa malo ogulitsa anthu nthawi zambiri amalepheretsedwa ndi zovuta zosiyanasiyana zandale; Ayenera kuyanjanitsa zokonda za m'deralo ndi madera ndikulimbikitsa chizindikiritso chovomerezeka kumadera osiyanasiyana aboma ndi mabungwe aboma. Kuzindikiritsa bwino komwe mukupita ndikukwaniritsa kukhazikika pakati pa kugwiritsa ntchito maubwenzi apamwamba kwambiri ndi anthu ndi njira zotsatsira pavuto lazamalonda motsutsana ndi mawonekedwe a realpolitik oyang'anira zokonda zakomweko, zigawo ndi dziko.
Kulephera Si Njira
Zina mwazifukwa zomwe zokopa alendo zimalepherera ndi izi:
1. Kusowa utsogoleri
2. Zolinga zosemphana
3. Kulephera kuyanjanitsa chitukuko cha zachuma ndi malonda okopa alendo
4. Mikangano ya utsogoleri
5. Kusafuna kwa mabungwe ena kugwirizanitsa malonda awo ndi kampeni yodziwika komwe akupita
6. Kukana malangizo kuchokera pamwamba
Kuyang'ana kwakanthawi kochepa kwa omwe akuchita nawo ndale komanso magwero andalama kumabweretsanso zovuta kwa mabungwe azokopa alendo: Kutalika kwa moyo wa mtundu wa komwe akupitako ndikokhalitsa kuposa ntchito zandale zambiri! Otsatsa akuyenera kukhalabe panjira ndikupewa kusintha zinthu mwachangu chifukwa zimatenga zaka zambiri kuti akhazikitse chithunzithunzi chamtundu, kukulitsa kuzindikira kwa mayina ndikukhalabe ozindikira za komwe akupita.
Kuphatikiza pa kulimbana ndi ndale zotsatsa komwe akupita, mabungwe ambiri okopa alendo ali ndi ndalama zochepa zopangira malonda apadziko lonse lapansi-komabe akupikisana kuti ogula azigawana malingaliro osati ndi malo ena, komanso mtundu wina uliwonse wapadziko lonse lapansi. Ngakhale wogulitsa malonda ngati a Kohl amawononga US $ 340 miliyoni pachaka pazofalitsa zake, bajeti zotukula zokopa alendo kumayiko zizikhala zocheperako.
Malo oyendera alendo ndi omwe amasewera kwambiri pamsika wapadziko lonse lapansi ndipo kuchepa kwa bajeti zokopa alendo, kukwera mtengo kwa media komanso kutsika kwa ndalama zoyendera alendo, kumathandizira kuti pakhale mpikisano wotsatsa.
Wanzeru, Osati Wandalama
M'nkhaniyi, zikuwonekeratu kuti ochita masewera olimbitsa thupi ayenera kuchita mopambanitsa m'malo mopambana mpikisano-ndipo pankhondoyi njira zamakono zotsatsa malonda sizingathetsere vuto la kugawana mawu. Yankho lagona pakupanga njira zatsopano zolumikizirana, zokopa chidwi pa bajeti yolimba komanso kukulitsa kulipira kwa media. M'nthawi yamasiku ano yotsatsira maubwenzi, WWW imapereka njira yotsika mtengo komanso yothandiza m'malo osavuta amagulu azokopa alendo.
Khwerero 1: Khazikitsani Zinthu Zofunika Kwambiri
Gawo loyamba pakuyika kapena kuyikanso mtundu uliwonse wamalo oyendera alendo ndikukhazikitsa zikhalidwe zamaloko. Uthengawu uyenera kukhala wokhazikika, womveka komanso wofunikira kwa okhudzidwa, alendo komanso alendo omwe angakhale nawo.
Izi zikuyenera kuganizira momwe mtunduwu ulili wamakono komanso wofunikira kwa ogula azokopa alendo komanso momwe akufananira ndi omwe akupikisana nawo. Kuti tikwaniritse cholingachi pangafunike kuyambitsa ntchito zofufuza zomwe zimafufuza mabizinesi am'deralo, akatswiri azachuma a m'madera, malo omwe ali ndi mapulogalamu ofanana ndi alendo omwe adabwerako komanso alendo omwe angakhalepo omwe sanafikepo kwenikweni. Izi zitha kupangitsa oyang'anira zokopa alendo kuti azitha kupanga malonda omwe ali ndi phindu komanso zoyenera kuchokera kwa omwe akukhudzidwa nawo komanso kulumikizana ndi ogula.
Gawo 2: Tanthauzirani Mtundu
Gawo lotsatira likufuna kufotokozera malo omwe akupita pamsika: kodi dziko likuyimira chiyani; izi zitha kumasuliridwa bwanji kukhala umunthu wamtundu?
Monga Maurice Saatchi, woyambitsa ndi mnzake wa M&C: Pamene dziko likuchulukirachulukira "kupanga," maiko padziko lapansi ayamba kukhala ofanana. Zakhala pafupifupi zosatheka kupeza kusiyana kwatanthauzo. Saatchi awona kuti mamaneja akuyenera kuthana ndi zovuta zandale komanso kuchepa kwachuma pochita mopambanitsa m'malo mopambana omwe akupikisana nawo. Zimatengera chipiriro kuti mukhazikitse mbiri yamtundu ndikumanga chizindikiro champhamvu komwe mukupita ndikuyesa kwanthawi yayitali, komwe nthawi zambiri kumabweretsa zotsatira zowonjezera osati zowonekera.
Panopa pali zovuta zambiri kuposa kale. Ndipo ogula atha kudziwa mosavuta kuposa kale za zinthu ndi momwe zimagwirira ntchito. Komabe, mitundu ikhalabe yodziwika bwino m'zaka zathu. Mitundu yamphamvu, yosavuta idzakhala njira yachidule pazovuta komanso chisokonezo pamsika.
Kampani ikakhala ndi lingaliro limodzi lolondola m'malingaliro a ogula, imakhazikitsa chilichonse ndipo sipayenera kukhala kusiyana pakati pa mtundu, malonda, ntchito ndi chidziwitso.
Ndipo potsiriza, makampani amphamvu okha ndi omwe adzapirire. Zochita za msika ndi Darwin - kupulumuka kwamphamvu kwambiri. "
Opambana a Brand
Malowa akuyenera kukhala ndi masomphenya omwe amazikidwa pa kafukufuku wa okhudzidwa, ogula ndi omwe akupikisana nawo ndipo amawonetsedwa mosamala komanso mosamala pa chilichonse chomwe chimawonetsa umunthu wa mtunduwo. Munthu akadziwika, ogulitsa ayenera kukhala olimba mtima kuti akhalebe ndi chikhalidwe cha mtunduwo. Ngakhale kukonzanso kungapangidwe kuti zisonyeze momwe zikhalidwe zimasonyezedwera pamapangidwe amtundu, zofunikira za umunthu wamtundu ziyenera kukhala zogwirizana. Chinsinsi chake ndikusintha mosalekeza ndikulemeretsa mbiri yakale, kukulitsa mphamvu zoyambira kuti alimbikitse chidwi chawo komanso kukulitsa msika, kuphatikiza "moyo" wamtunduwu ndi kusiyana komwe kulibe malo ena padziko lapansi.
Kupyolera mu kuyika chizindikiro, kukwezedwa ndi PR, mtundu wa dziko si ntchito yongotsatsa chabe koma ndale yomwe ingachulukitse ndikukweza kunyada kwanuko. Ntchito zokopa alendo zimapatsa anthu mwayi wokhala ndi mbiri yabwino komanso chuma chodalirika, ndipo pamapeto pake kukopa chidwi cha anthu komanso payekha.
Mtsogoleri kapena Wotsatira
Pamene chuma chaboma chikupitilirabe kufinyidwa ndikofunikira kuti mabungwe azokopa alendo apitilize ntchito yawo monga ogwirizanitsa zotsatsa. Pokhapokha atatenga ulamuliro wa malonda ndi chitukuko cha malonda mumsika wosintha ndi wosokonezeka wokhudzidwa, makampani akuluakulu ndi makampani oyendetsa magalimoto adzangotenga msikawo ndikulimbikitsa zomwe amakhulupirira kuti ndizofunikira kwambiri.
Izi zitha kuwononga osewera ang'onoang'ono pamakampani komanso kusokoneza dzina ladziko lomwe ofesi yowona za alendo idafuna kupanga. Alendo amasankha kopita chifukwa cha hotelo imodzi, kapena kukopa kumodzi, osachoka mdera lomwe ali ndi zipata kuti akafufuze dzikolo ndi zinthu zake (mwachitsanzo, Disney). Ndalama zonse zimakhala mkati mwa nthawi ya ntchito ya hoteloyo ndipo, kupatula malipiro ndi ndalama zogulira mahotelo akumaloko, kulowetsedwa kwa ndalama zakunja sikupindulitsa mabizinesi akumaloko kapena anthu a komweko.
Khalani Ndi Niche Yanu
M'dziko lomwe maiko akuluakulu ochepa amakopa pafupifupi anthu atatu mwa anayi aliwonse obwera kumayiko ena, malo ambiri omwe amapita kudzakhala osewera omwe akupikisana nawo m'mphepete. Adzadalira njira zodziwika bwino, zowunikira zomwe zimatha kufinya phindu lalikulu kuchokera pamabajeti awo ang'onoang'ono. Izi ndizovuta koma osati ntchito yosatheka, ngati mphamvu za ogwira nawo ntchito komanso zofalitsa zosakhala zachikhalidwe monga WWW zitha kugwiritsidwa ntchito.
Mwachiwonekere, maofesi a zokopa alendo akuyenera kugwira ntchito ndi madera awo angapo mogwirizana ndi mgwirizano, kugwiritsa ntchito zinthu zina kunja kwa malonda achikhalidwe. Izi ndizowona makamaka kumadera omwe ali ndi mawu ochepa. Malo oterowo ayenera kuvomereza njira zina zotsatsa malonda ndikuyang'ana kwambiri mwayi wotsatsa malonda operekedwa ndi ma TV, zochitika, masewera, chikhalidwe ndi ndale kuphatikizapo malonda ochezera a pa Intaneti.
Malo ochezera a pawayilesi angapo sanganyalanyazidwe chifukwa amalumikizana ndi alendo paulendo usanachitike ndikupereka mwayi wotsatsa wachindunji womanga ubale, womwe ukhoza kuwukitsidwa ndikukhazikika pakapita ulendo. Kuthekera kwa mwayi woterewu kumayenera kuyang'aniridwa kwambiri ndi akatswiri olankhulana ndi anthu, ogwira nawo ntchito m'nyumba za anthu ndi oyang'anira komwe akupita (pagulu ndi payekha).
Kuphatikiza apo, akatswiri okhudzana ndi anthu amafunikira kuwongolera kamvedwe kawo ka media, kupanga njira ndi mapulogalamu omwe ali okhudzana ndi owerenga media.
Gawo Lamisika
Vuto lomwe akatswiri okhudzana ndi ubale wa anthu amakumana nalo ndikuzindikira kuti kuphulika kwa media ndi kukwezedwa komwe sikunayang'ane ndikuwononga chuma. Kuzindikira kagawo kakang'ono ka msika ndikufikira omvera kuyenera kuchitidwa ndi scalpel yakuthwa osati mfuti yamakina.
Zakhala zofunikira kwambiri kuti oimira atolankhani achoke pamadesiki awo, atseke makompyuta awo, ndi kupita kumsika kukakambirana ndi atolankhani ndi ogula, kugawana nzeru zawo za "moyo" wa komwe akupita, ndikuyika nkhani yomwe idzakhala. zokopa kumsika womwe mukufuna. Atolankhani sali akapolo kwa omwe amapatsidwa ntchito zolumikizana ndi anthu. Zingakhale zopindulitsa kwa aliyense ngati misika yomwe mukufuna kuyika idakhazikitsidwa momveka bwino, ndipo kampeni yotsatsa ikupereka chidziwitso cha gawo lomwe ladziwika.
Tsopano Ndikukudziwani Inu
Kodi chimachitika ndi chiyani nkhaniyo ikasindikizidwa, chimachitika ndi chiyani mlendo akabwerera kunyumba? Kutsatiridwa ndi kutsata ndi udindo wopitilira wa kopita / woyang'anira malonda. Maubwenzi omwe adakhazikitsidwa sangaloledwe kuziziritsa kapena kutha mu nthunzi. Kulankhulana kopitilira munjira ziwiri, kutanthawuza ndiyo njira yokhayo yopititsira patsogolo malonda ndi gawo la msika. Kulumikizana kopitilira muyeso kumafuna chisamaliro; Apo ayi, pulogalamuyo ndi "yokha" ndipo siinapangidwe kukhala ubale wokhazikika komanso wathanzi - kupanga kuwononga kwina kwazinthu zochepa.
Ponena za wolemba:
Ndisanasamukire ku mbali yosindikizira ya malo opitako / maulendo / zokopa alendo / ochereza ndinapita ku dipatimenti ya PR / Marketing ya Playboy Clubs ndi Hotels (ofesi ya NYC) ndi Copacabana. Ngakhale lingaliro lotumiza uthenga wa atolankhani ku "generic" likadandipangitsa kuti andithamangitse. Nkhani iliyonse, kukwezedwa kulikonse, foni iliyonse imafuna kuti ndiganizire mozama mbiri ya zofalitsa, umunthu wa mtolankhani komanso nthawi yake. Ndinkadziwa kuti patsiku labwino nditha kupeza masekondi a 3-4 kuti atolankhani amvetsere zomwe ndikunena kapena kuwerenga zomwe ndatulutsa. Ndikapanda kufika pofika nthawi imeneyi ndimatha kuyembekezera kudina foni kapena kuponya pepalalo mudengu la zinyalala.
Ndikaganiza kuti ndili ndi nkhani yabwino ndimamuyitanira mtolankhani ku nkhomaliro kapena chakudya chamadzulo. Ndikalandira “inde” ku pempho langa loyang’ana maso ndi maso, ndinalibe mwezi. Kodi pangano loti ndilankhule nane pa chakumwa linatanthauza kuti ndipeza nkhani? Ayi ndithu! Mubizinesi iyi mulibe "zitsimikizo;" Ichi ndichifukwa chake amatchedwa ubale wapagulu osati kutsatsa! Mukufuna kuwongolera uthenga? Gulani malo!
Nkhaniyi idagawidwa koyamba ndi mamembala a International Council of Tourism Partners, mgwirizano wa mabungwe azokopa alendo omwe amakhulupirira kuti kukula kwake ndi kobiriwira. Kuti mudziwe zambiri pitani www.tourismpartners.org
