Umthetho wokuqala wokuthuthukiswa okuphumelelayo kwanoma yiliphi ibhizinisi lihlobene nokuthuthukiswa. Ukukhangisa - lokhu kuyisisekelo sokwandisa isidingo senkonzo nezimpahla. Izindlela zokukhangisa nezokukhangisa ezifanelekayo zizosabalalisa ngokushesha ulwazi kumakhasimende angakhona. Ungatshala imali enkulu, kodwa kuyoba nenzuzo kakhulu ukusebenzisa ukumaketha kokuhlanganyela.
Kuyini ukumaketha kwama-guerrilla?
Uma uchaza le ndlela yokukhushulwa usebenzisa i-terminology ekhethekile, ukukhangisa kwe-guerrilla kuyindlela yokukhangisa ephumelelayo nephansi kwesabelomali. Kuhlobo lokuthengisa oluphansi lokubiza izindleko, hhayi kuphela uma inkampani ingakwazi ukunikeza izimali zokukhangisa. Ukumaketha kokubambisana kungahambisana nezindlela zokukhangisa ezibiza izindleko futhi kwandise ukusebenza kwayo.
Izinhlobo zokukhangisa ze-guerrilla
Indlela yesimanje yokumaketha kwama-guerrilla ihlanganisa izindlela ezihlukahlukene zokukhuthaza:
- amakhadi ebhizinisi;
- Amabhulogi ombala noma omnyama namhlophe;
- izimpawu ezindaweni ezinabantu abaningi;
- "Ukuhamba" amasangweji;
- Amakhadi okubingelela nge logo yenkampani;
- ukusatshalaliswa;
- ugaxekile, njll.
Ngokubili, lezi zindlela zesabelomali zokukhangisa ziphumelela kakhulu kunezindlela ezibizayo zokukhuthazwa. Ukumaketha okubambisana kanye nokutheleleka kwegciwane kuyimifaniswano. Njengomkhuba wokubonisa, kuyi-intanethi, izindlela zokukhangisa ezihlangene zizuzisa kakhulu. Ngakho-ke esikhathini esifushane ungakwazi ukucubungula inani elikhulu lamakhasimende angakhona.
Ukumaketha kwe-Guerrilla - izinzuzo nezindleko
Uma amafemu amakhulu angakwazi ukusebenzisa izindlela zomakethe zakudala nezokuhlanganyela ngesikhathi esisodwa, khona-ke ama-budget aphansi akhetha kuphela ukhetho lwesibili lokunyuswa. Izici eziyinhloko zokumaketha kwama-guerrilla zilahla ngokugcwele izindlela zokukhangisa ezibizayo (imidiya, izincwajana ezigcwele, izinhlu zokusabalalisa kabanzi). Ngesimiso sokugqugquzelwa kuhlelwe kahle, ukumaketha kokubambisana akusikho ukwehla, ngoba kusekelwe emsebenzini wokufinyelela izethameli ezinkulu kakhulu.
Izindlela zokumaketha kwama-guerrilla
Izindlela zanamuhla zokudayiswa kwamagundane zingabandakanya kokubili indlela yokukhangisa kwenethiwekhi , kanye nendlela yokukhuthazwa kwangempela ngqo. E-intanethi, ulwazi lunethuba lokuhlangana nenani elikhulu labantu abazogqugquzela ukukhangisa, kancane kancane bethola ukunakwa kwazo zonke izithameli ezintsha nezisha zamaklayenti angenzeka.
Ukumaketha kokubambisana yizibonelo ezinhle kakhulu
Ukukhangisa okuqhamuka kakhulu okusebenzayo kungasetshenziswa ekuthuthukiseni izinkampani ezinkulu zezimonyozi: Oriflame, Avon, Mary Kay. Ngesinye isikhathi lezi zinkampani zazibuye zishaye futhi zingenalo ithuba lokutshala ekukhangiseni kumaphephandaba noma ukusebenzisa izindlela zokugqugquzela ezisezingeni eliphezulu bese abacebisi bezentengiselwano abangena emigwaqweni ngamaprosesa kanye nezinqolobane zangena emsebenzini.
Abazange banikeze izimpahla zabo kuphela, benza ukukhangisa okubanzi ezindaweni ezinabantu abaningi, bakhetha isu lokuxhumana nabo. Amantombazane nabafana baya endlini yonke, yonke inhlangano futhi banikezela izimpahla zabo kubo bonke abathengi abangakwazi ukukwenza. Kule ndlela yokumaketha kwamagundane, kokubili izindlela zokwelashwa nokusatshalaliswa kwamakhathalogu, amapheshana, izincwajana, njll.
Uma ucaphuna amathuluzi okuqala wokuthengisa okuhlangene njengesibonelo, udinga ukukhumbula isikhangiso sochungechunge oluthi "I-Sopranos". Ngesikhathi sokugqugquzelwa kochungechunge emigwaqweni yomuzi itekisi izimoto ezikhishwe, kusukela emithwaleni eyaphuma isandla fake ngesandla. I-chip yale ndlela yayiwukuthi ukulingisa okuyingxenye yesandla kwakugqoke ingubo yesigqoko, umkhono wehembe lomuntu ngamakhofflink kanye nophawu olukhulu emunwe wakhe. Ukwakheka ngokwakho kwakunikwe isitifiketi ngegama lochungechunge. Kumele sivume ukuthi ukuthutha kuphumelele futhi kwaletha ukubonisa okuningi ukuthandwa nombukeli.
Ukukhangisa kwe-Guerrilla kumanethiwekhi omphakathi
Ezindlela zokukhangisa ezisesabelomali esincane, izinketho ezinenzuzo kakhulu nezindleko eziphansi zokusabalalisa okusheshayo kolwazi ziyasetshenziswa njalo. Futhi uma ukuhweba kumaphephandaba kudinga imali eningi, ukumaketha kwe-guerrilla kuyi-Inthanethi kungaba khona kuphela ngesisekelo sokuxhumana nomphakathi. Ukuxhumana okunjalo kwezenhlalakahle kuhambele kabanzi, njenge-VKontakte, i-Odnoklassniki, i-Mail, i-Instagram, i-Instagram, i-Facebook kanye nabanye, i-niche enenzuzo kakhulu yokukhangisa okubanzi. Lapha amathuluzi wokumaketha kwama-guerrilla kokubili ukugaxekile nokusabalalisa ngokuzithandela kokukhangisa.
Ukubandakanya kahle amathuluzi wokukhangisa kwama-guerrilla akwazi ukunikeza imiphumela engavamile emkhatsini womkhiqizo, ukwandisa inzuzo futhi kuqinisekiswe ukuthi inzuzo ethembekile enotshwalwa encane. Ngakho-ke, ukuqala kanye nobuciko ekukhangiseni, kudonsela ukunakwa okukhulu kunezindlela ezizenzekelayo zokubeka iziqeshana kumabonakude noma imidwebo yomgwaqo.
Ukumaketha kwe-Guerrilla ezokuvakasha
Ukusetshenziswa okuphumelela kakhulu kokumaketha okuhlangene ekusebenzeni kuboniswa ebhizinisini lebhizinisi "Ukukhangisa kweGerrilla ekuvakasheni." Umlobi u-Alexander Schneiderman uchaze ngokuningiliziwe zonke izindlela zokusebenzisa izindlela ezimbili zakudala zokukhushulwa kwesabelomali, kanye nezindlela zanamuhla zokuhambisa isipho kumanethiwekhi omphakathi kanye nesisekelo se-intanethi.
Imiqondo yokumaketha ye-Guerrilla
Ukumaketha kokubambisana kokukhuthazwa kwezimpahla noma amasevisi kuphezu kwezinsika zazo ezintathu:
- izindleko ezincane;
- izilaleli eziphezulu (clientele okungenzeka);
- indlela yokudala nokuqala.
Ukulawulwa kwezindleko ezincane kunzima ukufeza, kepha kwangempela. Kuyafaneleka ukulalela izithameli ezikhethekile zezicelo. Ngakho abasha abasakaza izincwajana kanye namaflaya emnyango wesitimela bayakwazi ukufeza izinga lokusabalalisa ukukhangisa ngemali encane yemali encane. Inkokhelo yalezi zinsizakalo izodla izindleko izikhathi eziningana ezishibhile kunokuqasha umuntu okhethekile emsebenzini wansuku zonke. Amapheshana anjalo ajabulela ukunakekelwa okukhethekile kumakhasimende akhona kuzo zonke imibuthano yezenhlalakahle.
Omunye wemibono yokukhushulwa kwaba ukukhangisa ngezinkokhelo zezinsizakalo zasendlini, ngakho-ke izindleko zokuqasha, ugesi, igesi kanye namanzi zazihlobisa i-logo yenkampani yokuhamba ngencazelo yamasevisi nabo bonke oxhumana nabo abatholakalayo. Ukuthunjwa okuphezulu kwezithameli zamakhasimende angase kutholakale ngenxa yokusabalalisa okufanayo okusheshayo kokukhangisa kuzo zonke izingxenye zabantu. Futhi ukudala kuzohlinzeka ngezixazululo ezingajwayelekile.