Malonda ndawala - ziri ... Development la msonkhano malonda. Mphamvu ya kampeni malonda

Tikulengeza mwamtheradi mtundu uliwonse wa katundu zofanana wapangidwa ndi zigawo angapo. nchito zake, makamaka, kumatengera zifukwa zingapo. Apa amakonda monga zili ndi maonekedwe a mauthenga (mudziwe yobereka) lolingana kafalitsidwe ndi amatanthauza (zingakhale nyuzipepala, magazini, TV, wailesi, etc.), kukula, nthawi, ndi chiwerengero cha mabuku kapena asamafalitse. Lero, chitukuko makampeni a malonda - amaiona udindo.

Zimachitika nthawi yathu

N'zochititsa chidwi kuti malonda masiku ano ukufika zambiri zotsatira zabwino ngati kumene lonse osiyanasiyana zosankha zabwino, ndiye pamene apamwamba uthenga malonda mwachindunji Zikuvumbulutsidwa kwa omvetsera ntchito kwambiri oyenera ndiponso okwanira thandizo. Makamaka, pamene kusankhidwa kukula anakhumba TV malonda, komanso nthawi zambiri zaphindu ndi malo malo awo, pamene pafupipafupi masungidwe andalama zawo kuchita masamu molondola. Komanso, aliyense chinthu sanaoneke tikhoza zimakhudza mwachindunji pa mwaubwino komanso ndi mphamvu yolengeza njira kwambiri negative.

Tikumbukenso kuti malonda, ndi placements wochepekedwa atolankhani ena pamafunika kudzapeza amene amadza pa ogula angathe.

masiku malonda ikuchitika chiyani?

Funso si ulesi. Ndipotu mphamvu ya kampeni malonda ukudalira pa izo. Tiyeni tiyese ilo.

Modern malonda ndawala - ali koposa zonse, kukwaniritsidwa kwa zovuta lonse ali mosamalitsa chisanadze wopita ntchito malonda, amene ndiye masamu kwa nthaŵi inayake, malo ena a ntchito, ena mwa chandamale omvera. Mfundo yoteroyo alandirika ku masiku zachuma. Ndipo mphamvu ya msonkhano ukudalira pa izo. Komabe, pali chinawathandiza kumvetsa n'chakuti ena akuti.

Modern malonda ndawala - mndandanda wa miyeso amitundumitundu kupereka misa poyera mfundo zina, amene ayenera kukhala wokondwa zabwino makamaka pa ntchito tsogolo la bungwe monga mwachilungamo yochepa ndipo pamapeto pake.

Choncho ndi chiyani icho?

Choyamba, zimenezi zimaphatikizapo akonzedwa makampeni yeniyeni malonda amene amaphatikiza ena cholinga wamba, lingaliro la zofanana kalembedwe kampani ndi ndondomeko. Izi osiyanasiyana wapadera zinthu zamakono malonda, amene akupangidwa malinga ndi pulogalamu mwa kugwirizana pasadakhale. Izo umalimbana basi pa ogula katundu amene akuimira ziwalo msika zigawo. Kodi cholinga cha zimenezi n'chiyani? Kuyambitsa anachita awo, chidwi chenicheni, kuti zidzalimbikitsa amathandiza kuti njira ya kampani zotsimikizira zake, onse zolinga njira ndi mwatsatanetsatane.

Pansi pa ndawala malonda nthawi anafotokoza monga wamba dongosolo malonda anayamba mndandanda wa chimachititsanso osiyana koma inakula, kuwonekera zosiyanasiyana TV kwa nthawi ina iliyonse.

Kodi chofunika?

Pakali pano, malonda ndawala - ndi koposa zonse, kuphatikiza kwa njira zosiyanasiyana, omwe ndi ogwirizana ndi lingaliro limodzi ndi lathu. Gwirizanani, ndi. Zonsezi imatsogoleredwa zambiri zotsatira zabwino anakhumba ndi wotsatsa. Osiyana ndipo sangakhale. Masiku ano palokha ndi chitukuko makampeni a malonda, komanso kukhazikitsa mu chimango cha lingaliro zimakhala nthawi zina za nthawi. Nkofunika kwambiri kukumbukira kuti aliyense wotsatira mwachindunji malonda kusuntha mu nkhondo yomweyi ayenera zolowana kuti m'mbuyomo, komanso kuti azitha izo.

Tikumbukenso kuti lero, taphunzira kwambiri kumawonjezera kuzindikira mtundu winawake, izo makamaka popangidwa ndi chiŵerengero cha chandamale omvera yeniyeni ena mtundu ndi kukopa chiyembekezo chatsopano. Apa zofunika aziona mphamvu ya kampeni malonda. N'zochititsa chidwi kuti malonda ndawala ikuchitika mosamala chifukwa akatswiri adzabweretsa ntchito mu gawo lina lotsatira chitukuko. Ndicho chifukwa chake ndi chofunika kuti ntchito zachuma amasangalala kuchita zimenezi.

Masitepe kukhala ndi kampeni malonda

anthu ochepa mukudziwa kuti malonda chimachititsanso mwanena. Mu dziko lathu, ndi chitukuko cha kampeni malonda ndi ntchito yaikulu gulu kwambiri odziwa akatswiri pa awo. Njira yothetsera vuto ili ndi zambiri magawo angapo, akuti: kusanthula msika; kudziwa chithunzi angathe ogula; kusankha njira yeniyeni kulankhulana, komanso malo kupanga; kupanga aya malonda; kukhazikitsa msanga ntchitoyo. Mtundu uwu wa dongosolo kampeni. Monga mukuonera, ndondomeko ndi yokhudza njira zambiri.

Awa ndi magawo a msonkhano kumeneko. Iwo Komabe, nthawi zonse kokwanira pang'ono. Inu kampeni aliyense malonda akhoza analenga, chitsanzo cha lomwe likupezeka lero si lovuta.

ntchito yapadera Makampani kukhalanso ndi kampeni malonda

Pakali pano, bwino kulima mankhwala zikutanthauza kwambiri. Ndipo ngati inu mulibe luso lofunika, ndi bwino kupatsa ntchito imeneyi akatswiri. Team apadera bungwe akhoza inu kukhala woyenera malonda msonkhano, komanso khalidwe la zipangizo zake zonse zotsatira. Monga mukuonera, zonse lophweka.

Kuti ndawala malonda anali ndi mphamvu kwambiri ogula, akatswiri kwambiri oyenerera ayenera kudziwa angathe chandamale omvera; kupeza zomwe mukufuna kulifotokoza kwa makasitomala komaliza misonkhano kasitomala; kukhala njira yeniyeni kuti abweretse kwambiri maubale; kusankha mtundu yeniyeni pofotokoza mfundo (nkhani, mbendera, posters, ndi zina zotero), komanso kudziwa malo (thiransipoti TV, yapansi, wailesi, atolankhani - nyuzipepala kapena magazini, ndi zina zotero); kukonzekera nthawi imeneyi kampeni (zingakhale yochepa kapena yaitali); kuchititsa mtengo mawerengedwe, ndi kusankha yolipirira; akonze dongosolo atolankani; kulongosolerana mphamvu ndi kufunika atangochimwa onse mipherezero anasankha malonda amenewa; amayang'anitsitsa chifukwa ndi mmene wakhala akwaniritsa.

Akatswiri ku kampani apadera kwambiri, choncho kuchita zonse zimene tingathe pofuna kuonetsetsa kuti chitukuko cha kampeni anu malonda anu anali mofulumira kwambiri akuyendera. Komanso, n'kofunika kwambiri kuti kenako malonda anu salinso chabe kwakhululukidwa Komabe, ndi kusauka phindu.

Choncho, akatswiri anakumana adzapanga malonda ndawala wanu si waphindu kwambiri ndipo imayenera ntchito chida, komanso nthawi chifukwa cha kunyada kwanu! Komabe, chitukuko makampeni a malonda - ndi udindo waukulu Choncho, ayenera zopatsidwa kwa anthu payekha.

mfundo zofunika mu makampani

Popeza ndawala malonda - ndi koposa zonse, ndalama kwambiri, muyenera kuyang'ana mu nkhaniyi bwinobwino. Chotero ndi inu apo kupita!

Tiyeni tione mawu amene tiyenera kukhala ndi kampeni malonda.

Mwachidule - ndi koposa zonse, ndi mtundu wanji wa malonda mafunso, zomwe kawirikawiri wodzazidwa ndi makasitomala mwachindunji mapulano TV, komanso kukafola lingaliro makamaka kwambiri pa ntchito zoterezi. Tikumbukenso kuti ngakhale pambuyo pangano la Agency ndi kumayamba mwachidule apadera ntchito yokonza ena zipangizo luso amene amadza malonda pa ogula, komanso mtengo wa kuchititsa adziwe ndi zina atolankhani dongosolo. Ichi ndi cholinga cha malonda kampeni. Ndiwo opambana!

Mu bajeti malonda nthawi akufotokozedwa monga kukula ndiponso dongosolo la ndalama zina anafuna misonkhano iliyonse malonda.

Mu nthawi kawirikawiri limatanthauza nyengo bwino chimatanthauza nthawi (ie akuti) koyenera kukhazikitsa kuchita chilichonse yeniyeni khalidwe la malonda.

Pankhani strategy mpikisano, amatanthauza pano machenjerero a malonda, mfundo imene mwachindunji mu mpikisano mankhwala ena mpikisano.

Pang'onopang'ono tafika pa chikhulupiriro chamakono - TV mix. Ndi chiyani icho? Mtundu uwu wa dongosolo ntchito Integrated kwa m'njira zosiyanasiyana kugawira mfundo iliyonse malonda mwachindunji pa kampeni malonda. Monga mukuonera, mawu sali ochuluka kwambiri.

Mitundu ya ntchito

Choncho tiyeni kuthana. Pa gawo lino la chitukuko ya ntchito zambiri malonda n'zotheka Ikani pa zosiyanasiyana malo, makamaka pa m'misika, malingana applicable TV malonda, masiku ena, malinga ndi cholinga, ndi zina zotero. N'zochititsa chidwi kwambiri! Mwachitsanzo, malonda yokopa, kuchokera amazionera a Kuphunzira Hrs, kungakhale dera, m'dera, mayiko ndi transnational (ie mayiko). Ndi zodabwitsa, pomwe?

Ku maganizo a mwamphamvu ena anachita yokopa anthu onse malonda kungakhale owonjezekera, ngakhale, kunsi, amene kenako anatsimikiza ntchito zosiyanasiyana TV, kusintha kupanga ndi yobereka katundu, kusintha lathu msika ndi zina zotero. Izi ndi chidwi sayansi.

Modern marketignovye kampeni akhoza Mwachitsanzo, televizionno- zochokera kapena zochokera ukonde, advantageously ntchito atolankhani, wailesi kapena malonda panja. Mwa zina, iwo akhoza kukhala, titero, mediamiksovymi.

Kumbali ya kusankha yeniyeni chandamale omvera, mwamtheradi onse malonda ndawala angakhale kagawo kakang'ono kapena misa anafuna ogula kapena ogulitsa.

Tikumbukenso kuti, monga ulamuliro, malonda yokopa akhoza kukhala zosiyana cholinga - ndiko kuti msika wa mankhwala atsopano, mapangidwe fano khola la mtundu makamaka, kulimbikitsa malonda msika, chikumbutso mwachindunji mankhwala ndi zina zotero. Kumene, udindo ankaimba ndi ndalama. Makamaka zofunika malonda bajeti. Ndi zoonadi!

Modern malonda ndawala akhoza anakonza kale pamene katundu pa ulimi kumeneko, komanso mankhwala ena ali kokha kulengedwa. N'zochititsa chidwi kuti makampeni malonda akhoza anatumiza kupititsa patsogolo wotsatira wa katundu ndi ntchito zonse.

Mwa njira, zinthu izi zikhoza kukhala mwina malonda zenizeni, ndipo zina zachilengedwe zandale kapena zinthu zina. Ku maganizo a mphamvu ya ntchito zambiri malonda Kungakhalenso mwina mosalekeza kapena pulsed. Potengera mtundu wa otsatsa, misonkhano malonda kungakhale, motero, ndi wapadera, anthu ndi yapachiweniweni anthu. Ponena za nthawi, mu nkhani iyi, malonda ndawala angakhale yochepa ndipo yaitali.

Zinthu zimenezi zikhoza kugawidwa mu segmented ndi okwana.

Kumbali ya malamulo, misonkhano onse chilungamo ndi chilungamo, kuba ndi koyenela, udindo ndi malamulo malonda, ndi wowopsa Mayiko Code malonda Khalani ndi si udindo mu zida zimenezi.

kamangidwe

N'zochititsa chidwi kuti pa maziko a otchedwa mapulani njira (ie, pambuyo zolinga wakhala, nthawi, njira, ndi zofunika) ndi mtundu wa chitukuko mwachindunji msonkhano. Tikumbukenso kuti anati sitepe kukhala ndi mfundo zambiri kampeni aliyense malonda. Izi ndi zofunika kwambiri! Choncho, mfundo la msonkhano ndi lingaliro ambiri makamaka za zovuta lonse la zinthu malonda kuti ikuphatikizapo malonda lingaliro kapena kukangana. Komanso, izi zikuphatikiza chowaloleza kusankha njira zina za malonda ndi mbali zina.

N'zochititsa chidwi kuti malonda lingaliro, monga ulamuliro, ndi ndendende pachimake pa mwamtheradi chitukuko onse kulenga, kaya mtundu wawo.

Choncho, mu anati sitepe kudziwa njira mwachindunji kulenga, tikhoza kunena, njira TV, kukhala maudindo, kukhala machenjerero, kenako kugawira bajeti ndi m'misika, komanso TV malonda, anasankha ena abwenzi, kampani, mopitirira anaika asangalatsi ndi zina zotero. Izi ndi gulu la kampeni malonda. Gwirizanani, onse inakula.

Analysis makampeni a malonda

Tikuyandikira zotsatira. Patapita ena malonda ndawala kwenikweni akuyendera, n'kofunika kuchita kuwunika. Mwa njira, iwo aweruzidwa Choyamba, dzuwa chonse chimene chikufanana zolinga zonse zimatheka. Komanso, n'zotheka kuti tisanthule mphamvu ndi munthu KUTHAWIRA kampeni. Zingakhalenso kusanthula zokolola zina misika, mu ena TV, ndi zina zotero. Kwa deta kufufuza, komanso polojekiti chotchuka ntchito. Apa ndipo anapanga kufufuza mphamvu ya kampeni malonda.

Modern kudzudzulidwa kampeni

Pambuyo kwenikweni ikuchitika kudzipenda moteromo, ndi kuzindikiridwa ena kulakwitsa kapena zolakwika anapanga kudzudzulidwa wotsatira. Pa nthawi imeneyi kawirikawiri kumapangitsa kusintha kuti Cholinga patsogolo zina Mwachangu mmene malonda. Komanso, zikhoza kusinthidwa, amene ogwirizana ndi kusinthika kupanga kapena kufalitsa mankhwala malonda. Ndi nthawi yovuta. Mtsogolo, pa kuyesa ya kampeni malonda ndi Akuluakulu abomawa.