Kutsatsa UkadauloMabuku OtsatsaMaubale ndimakasitomalaSocial Media & Influencer Marketing

Momwe Mungamangire Chizindikiro Chotsimikizika

Otsogola pazamalonda padziko lonse lapansi amafotokoza m'njira zosiyanasiyana, koma onse amavomereza kuti msika wamakono ndi wokhwima ndi malingaliro, milandu, ndi nkhani zopambana zomwe zimakhazikika pamtundu wa anthu. Mawu ofunikira mkati mwa msika womwe ukukula ndi malonda enieni ndi mtundu wa anthus.

Mibadwo Yosiyana: Liwu Limodzi

Philip Kotler, m'modzi wa Grand Old Men of Marketing, amatchula chodabwitsachi Malonda a 3.0M’buku lake lokhala ndi dzina lomweli, iye amanena za mamenejala a zamalonda ndi olankhulana nawo amene “ali ndi luso lozindikira nkhaŵa ndi zokhumba za anthu.”

Mawu a m'badwo wachichepere ndi wamkulu wa mauthenga Seth Godin, amene akunena kuti “Sitikufunanso kutumizidwa sipamu ndi zambiri za chinthu kapena ntchito. Tikufuna kumva kulumikizana kwa izo. Kukhala munthu ndiye njira yokhayo yopambana." Muchitsanzo chake chodziwika bwino cha golide ndi TED Talks, Simon Sinek zikusonyeza kuti chifukwa pomwe kampani idakhazikitsidwa iyenera kukhala yamphamvu kwambiri, kuti kampaniyo ikhoza kugulitsa mtundu uliwonse wazinthu kuchokera papulatifomu.

Ngakhale pali mibadwo yosiyanasiyana komanso zoyambira, akatswiri azamalonda aluso awa amalankhula za chinthu chomwecho: Mitundu ya Anthu.

Palibe chatsopano chomwe chili pachiwopsezo. Sichinthu chachilendo kwa makampani kufunafuna zowona - ndipo sichachilendo kwa makampani kuika maganizo awo pa kumvera omwe akuwalandira ndi kuvomereza zolakwa zawo m'malo mowononga nthawi yawo yonse kuyesa kukopa ndi kunyengerera makasitomala awo.

Kusintha kwa paradigm kumatha kuwoneka mu kafukufuku monga Lippincott-LinkedIn Brand Power Score, zomwe zimatsimikizira kuti njira yowonjezereka yaumwini, yosatetezeka, komanso yaumunthu yokhudzana ndi mauthenga ndi chizindikiro imalandiridwa bwino ndi kasitomala. Kafukufuku wasonyeza kuti ogula adutsa zomwe zanenedweratu ndi akatswiri, zomwe zimapangitsa kutsatsa kwa anthu kukhala njira yosatsutsika.

Funso ndi ili: Kodi mtundu wanu ungakhalebe?

The Human Brand

Kutsatsa kowona sikunangowoneka mwangozi. Mayendedwe ndi machitidwe osiyanasiyana adalimbikitsa zaka zambiri, monga hyper transparency, co-creation, open-source, crowdsourcing, mtundu wophunzira, anti-branding, etc.

Koma zinthu ziwiri zapangitsa kuti paradigm isinthe nthawi yomweyo:

1. Kutsatsa kowona ndikuwonetsa mayendedwe - osati ma brand

Chodabwitsachi chimakhazikika pamakampani, kudzera m'ntchito yokhazikika komanso yosasinthasintha pa umunthu wawo ndi kuyankha kwawo, kukhala mayendedwe abwino m'malo mokhala okhazikika.

PepsiCo Toddy Brand Logo

Tengani Pepsi wa ku Brazil Toddy kampeni mwachitsanzo: 

Ku Brazil, malonda a wamng'ono chakumwa cha chokoleti chidayamba kuyimilira ndipo msika udayamba kufuna china chatsopano. Pepsi anali kale ndi mascot, osiyidwa mosasamala pamlingo wapamwamba, makamaka ndi ogula achichepere. Amamuona kuti ndi wokongola komanso wosangalatsa, momwe timaonera ma mascots.

Pepsi adatuluka pamtunda ndikupanga mascot awo kukhala wolankhulira gulu lakunja. Pepsi adazindikira gulu lamphamvu pazama media. Mabungwe osiyanasiyana ndi anthu pawokha anali kupititsa patsogolo kachitidwe kameneka, akuganizira za kufalikira kwa mawu osachitapo kanthu. Gululi lidayang'ana kwambiri mtundu womwe umadziwika ndi ziphuphu komanso malonjezo osweka komanso opanda pake.

Pepsi adanenanso kuti mibadwo yaying'ono imagwiritsa ntchito njira zoyankhulirana zapaintaneti kuti afotokozere za mascot. moo nthawi iliyonse lonjezo lopanda kanthu linamveka - ndipo kampeni idapambana.

Posakhalitsa, moo chifukwa chofanana ndi cheka zopanda pake. Mibadwo yachichepere idakhazikitsa moo-uthenga pazokambirana zawo, pa intaneti komanso pa intaneti. Mwadzidzidzi, Toddy anali mbali ya chikhalidwe. Kugulitsa kwazinthuzo kudakwera ndipo Pepsi adasintha mtundu wawo kukhala wosuntha.

2. Kusintha kuchoka kwa kasitomala kupita ku cholinga chaumunthu

M'malo moyang'ana njira zokhutiritsa olandira, monga makampeni, njira, ma spins, ndi zina zambiri, kutsatsa pang'onopang'ono kumayamba kuyang'ana kwambiri pakuzindikira chifukwa chake anthu amagula. M'tsogolomu, izi zidzakhala chiyambi cha chitukuko cha mankhwala.

Ichi ndi chimodzi mwa zifukwa zomwe kutsatsa kowona kumakhudza anthu (osati makasitomala) ndi zosowa zathu zofunika kwambiri. Zofunikira izi zikuphatikizapo:

  • Kumvedwa
  • Kumva kumveka
  • Kupeza tanthauzo
  • Kuwonetsa umunthu

Chitsanzo cha gawo lachiwirili la kusintha kwa paradigm chikuwoneka mu unyolo wa America Dominos.

Kumayambiriro kwa ma noughties, Dominos anali pamoto chifukwa cha zakudya zabwino, kukhutira kwa ogwira ntchito, komanso kusangalala ndi antchito. M'malo modzitchinjiriza ndikuyambitsa kampeni kuti atsimikizire makasitomala kuti akutsutsana, Dominos adasankha kugwiritsa ntchito njira yodzichepetsera komanso yolabadira zovuta. Dominos adakonzekeretsa mabokosi awo angapo a pizza okhala ndi ma QR, ndikufunsa makasitomala kuti ajambule manambala ndikupita nawo ku Twitter kuti afotokoze malingaliro awo.

Iyi inali njira yopambana, chifukwa anthu onse amamva kuti akufunika kumveka ndikumveka bwino.  

Njirayi idapangitsa kuti asonkhanitse deta yambiri yomwe kampaniyo idagwiritsa ntchito bwino m'njira zosiyanasiyana:

Dominos ku Times Square
Mawu: Fast Company
  • Monga gawo la malonda awo amkati ndi chisamaliro cha ogwira ntchito, Dominos adakhazikitsa zowonetsera pakompyuta m'madera omwe ma pizza amapangidwa kuti apatse ophika mkate mayankho enieni. Izi zidathetsa kusiyana pakati pa antchito ndi makasitomala.

Kampeniyi idapangitsa kuti otsatira Twitter achuluke 80,000 pasanathe mwezi umodzi. Zotsatira zina zikuphatikizapo kukwera kwa chidwi cha PR, kuwonjezeka kwa chikhutiro cha ogwira ntchito, kuwongolera mozungulira mbiri ya mtunduwo, komanso kuwonjezeka kwa anthu. Uku ndiye kutsatsa kowona bwino kwambiri!

Malonda Amene Amalonjeza Mokwanira

Pali zitsanzo zambiri zabwino zamakampani omwe amatsegula maso awo ku zabwino za malonda enieni. Zotsatira zake ndi nkhani zopambana zomwe zimabweretsedwa ndi makampeni apadera omwe amakhala bwino ndi kasitomala.

Pakampani yanga ya MarTech, Mbiri ya JumpStory, takhazikika pakusunga zithunzi ndi makanema enieni, kotero simuyenera kugwiritsa ntchito zowoneka bwino zomwe zili kunjako. Timagwiritsa ntchito AI kuti tichotse zinthu zonse zosavomerezeka, ndipo timayang'ana pa mawu awiri ofunika kwambiri omwe alinso gwero la malonda enieni: umunthu & umunthu.

Milandu iyi ikuyenera kukulimbikitsani kuti musinthe kusintha kukhala mtundu womvera komanso wamunthu - ndipo ndikusintha uku, mupeza phindu lazachuma panjira.

Anthu

Unyolo wina wamalonda waku America udali pachiwopsezo chifukwa nthawi zambiri zidatha zomwe zidadziwika kwambiri. Poyankha kutsutsidwa uku, kampaniyo idayambitsa mawu atsopano - ndipo nawo, malingaliro atsopano: Ngati ili mu stock, tili nayo. Kudzinyoza kolimba kumeneku kunali ndi zotsatira zabwino pazogulitsa komanso mbiri yamtundu.

M'dziko la Mulungu, mutha kukumana ndi malo odyera achi China omwe amatsatsa mawuwa Chakudya choyambirira. Chingerezi choyipa. Kupatula nthabwala izi komanso kudzikonda, nkhonya imafotokoza nkhani yachikale mumakampani odyera. Kwa kasitomala kufunafuna zowona, chimodzi mwazinthu zoyipa kwambiri zomwe zingachitike ndikupita kumalo odyera aku Italiya kuti azingotumizidwa ndi seva yaku Denmark. Zomwe tikufuna ndi kukongola konyezimira kuti titumikire ma pizza athu mwachidwi.

Kumbali inayi, tikufuna kuti titha kumvetsetsa mawu aliwonse pazakudya ndikulankhulana bwino ndi ogwira nawo ntchito. Izi nthawi zina zimakhala zovuta ngati zowona ndizofunika kwambiri. Gulu lachi China limafotokoza za vuto lomweli ndikuyimilira pankhaniyi.

Zonsezi ndi zitsanzo za chodabwitsa kuti Zochitika dub zolakwika. Mawuwa ndi chizindikiro cha mawu zozizwitsa ndi zolakwika. Mofanana ndi kampeni ya Dove's Real Beauty, milandu iwiri yaku America ikuwonetsa kuti mutha kufufuza umunthu wanu ndikuchepetsa malonjezo anu kwa omwe angakwaniritsedi. M'malo mwake, maunyolowa amalonjeza zochepa kuposa momwe amaperekera.

umunthu

Mwachidziwitso, mitundu yonse imakhala ndi umunthu wapadera, mofanana ndi momwe anthu amachitira. Zoona zake n’zakuti anthu ena ndi okopa kwambiri kuposa ena. Ena amadziŵika bwino m’njira yabwino, yoipitsitsa. Nthawi zina, tingatchule chifukwa chenichenicho ndipo zina, zimaoneka ngati zabodza zomwe sitingathe kuzikwanitsa.

M'dziko lazamalonda, pali zitsanzo zodziwika bwino za izi. Miracle Whip imadziwika bwino ndi zake Sitili A Aliyense nkhani; Innocent Drinks ndi otchuka chifukwa cha nthabwala zawo komanso kulankhula mosabisa kanthu. Chitsanzo cha umunthu umenewu ndi malemba omwe angapezeke pansi pa makatoni awo ambiri a madzi, omwe amati: Siyani kuyang'ana pansi panga.

Ku USA, anthu ambiri amadziwa za nkhani ya Southwest Airlines. Kampaniyo yatengera ndondomeko yomwe imati, palibe zolengeza zachitetezo ziyenera kukhala zofanana. Pitani ku YouTube ndikuwona chitsanzo cha woyendetsa ndege wachinyamata akudutsa njira zachitetezo ali m'ndege. Tawonani momwe njira iyi imakwaniritsidwira mwa kuyimirira mokweza.

Kukulitsa ndi Kuyeza Umunthu

Umunthu ndi amodzi mwamakhalidwe ochepa omwe ali ndi mphamvu zosuntha makasitomala, malonda, komanso chifundo. Zimalipiradi mkati mwa magawo onse oyenera.

Kuti umunthu ukhale wopindulitsa, uyenera kugwiritsidwa ntchito mwadongosolo komanso molunjika. Izi zimathandiza kuzindikira madera omwe kusintha kukufunika ndikutipatsa kukankha komaliza kuti tiyambe ntchitoyi.

Imodzi mwa njira zabwino zolimbikitsira ntchitoyi ndikufunsa mafunso anayi awa:

  • Kodi tingamvetsere bwanji mokweza?
  • Chifukwa chiyani mtundu wathu ulipo?
  • Kodi chimapangitsa mtundu wathu kukhala munthu ndi chiyani?
  • Kodi mtundu wathu uli ndi chikhalidwe?

Kutengera malingaliro ndi zokambirana zokhazikika pamafunsowa, mutha kulowa munjira zosiyanasiyana zomwe zimapanga njira za anthu, nsanja, ndi kulumikizana. Zabwino zonse ndipo kumbukirani kusangalala panjira. 

Jonathan Low

Jonathan Low ndi m'modzi mwa amalonda odziwika bwino ku Denmark komanso olemba mabizinesi. Løw ndiye woyambitsa nawo Mbiri ya JumpStory, AI-based stock-photo platform yomwe imatchedwa "Netflix of images." JumpStory pakadali pano ili ndi makasitomala m'maiko opitilira 150 ndipo ikukula mwachangu.

Nkhani

Bwererani pamwamba
Close

Adblock yapezeka

Martech Zone imatha kukupatsirani izi popanda mtengo chifukwa timapanga ndalama patsamba lathu kudzera muzotsatsa, maulalo ogwirizana, komanso kuthandizira. Tingayamikire ngati mungachotse choletsa ad mukamawona tsamba lathu.