Izinhlobo zokukhangisa - izici zazo nokusebenza

Umkhankaso wokukhangisa ophumelelayo usakaza ulwazi mayelana nemikhiqizo namasevisi, kudonsela amakhasimende futhi kudala ukuthengisa. Ukuze wenze umthengi enze isenzo, udinga ukukhetha ukukhangisa okulungile. Izinhlobo zokukhangisa zanamuhla zihlasela ngokuhluka kwazo.

Okuhlukile kokukhangisa kwebhizinisi ngokuqondile kuncike kuzithameli zayo ezihlosiwe. Uhlobo olukhethiwe lokukhangisa kufanele lumboze ngempumelelo ingxenye ethile yabathengi. Isibonelo, umnikazi webhizinisi uyazi ukuthi iklayenti lakhe elingaba khona lifunda umagazini othile, kuyoba nengqondo ukuthumela incwadi mayelana nomkhiqizo noma isevisi yakhe kuyo.

Izinhlobo zokukhangisa nezici zazo

Ukuhlukaniswa kwezinhlobo zokukhangisa kuhlukaniswe izinhlobo ezimbili:

• ngenhloso;
• ngendlela ulwazi ludluliselwa ngayo.

Uhlobo lokuqala luhlukanisa konke ukukhangisa ekubukeni, kuye ngokuthi yikuphi okulindelekile. Yenza okulandelayo:

• Ulwazi (lisho izethameli ngomkhiqizo noma isevisi esetshenziswe esiteji sesingeniso emakethe);
• ukukholisa (kukhuthaza umuntu ukuba enze ukukhetha ngokuqondene nomkhiqizo noma isevisi ethile, kubalulekile ekwakheni ukufunwa okukhethiwe);
• ukukhumbuza (ukukhumbuza insizakalo noma umkhiqizo, amaphuzu okuthengisa, izakhiwo nokunye okunye, kubalulekile esiteji sokugcwalisa);
• ukuqinisa (ukusekela ukuqwashisa, ukugqugquzela ukhetho lomthengi, kubalulekile futhi esiteji satiety);
• isithombe (sikhuluma ngokuqina, ukwethembeka nokuzinza kwenkampani, kubalulekile kuzo zonke izigaba).

Indlela yesibili yokuhlukanisa ukukhangisa ihlobene neziteshi zokudlulisa ulwazi. Zonke ukukhangisa zingahlukaniswa zibe izinhlobo ezimbili:

• imidiya;
• unomedium.

Bonisa izikhangiso

Abezindaba yizindaba. Ukuze uqonde ukuthi yiziphi izinhlobo zezikhangisi zalolu hlobo ezikhona, kubalulekile ukuphendula umbuzo othi "yiziphi iziteshi ezikhona?". Izinhlobo zokukhangisa ngokusebenzisa abathwali bemithombo yezindaba zihluke ezindabeni, zibhekele izilaleli, indlela ulwazi olunikezwa ngayo kanye nomphumela oyifunayo.

Ukukhangisa kwethelevishini

Ithelevishini inokufinyelela okubanzi, futhi izikhangiso ze-TV zilungile uma inhloso yayo idlulisela ulwazi mayelana nomkhiqizo noma isevisi kulabo abalaleli abaningi. Ukukhangisa kwethelevishini kunamathuba amaningi kunezinye izinhlobo zokukhangisa - ihlanganisa ividiyo, umsindo, ukunyakaza nombala. Kuwusizo ngokukhethekile uma kunesidingo ukukhombisa izimpahla kulesi simo.

Ukukhangisa kuthelevishini kubhekwa njengenye yefomethi ephumelela kakhulu emakethe enkulu. Lokhu kubonisa inani eliphezulu le-airtime yezohwebo. E-America, ngesikhathi sokuncintisana kwebhola yonyaka, eyaziwa ngokuthi umcimbi wokukhangisa ophawulekayo futhi obiza kakhulu emhlabeni, izindleko zesiqeshana esingamashumi amathathu nesikhombisa ngesikhathi sokumisa emidlalweni yokusakaza zafinyeleleka ezigidini ezingu-3.5 zamaRandi.

I-airtime yezohwebo ithengiswa ngamayunithi angu-20, 40, 60, futhi izindleko zixhomeke ezintweni eziningana:

• imvamisa yokubukeka;
• Uhlelo lwethelevishini;
• ukusakazwa kwesifunda noma kwesifundazwe;
• inani lamashaneli ahlanganisiwe.

Ukukhangisa komsakazo

Izici zokukhangisa komsakazo ukuthi umsindo unemikhawulo yawo. Abalaleli bangase bakuthole kunzima ukukhumbula lokho abakuzwile, bese ithonya lokukhangisa kwemsakazo lilahlekile. Indlela engcono kakhulu yokunqoba lokhu ukuphindaphinda imiyalezo yokukhangisa, eyandisa izindleko. Uma kungenakwenzeka ukutshala imali ngokugcwele, kungcono ukuthi ungasebenzisi imali kulolu hlobo lokukhangisa, ngoba ungathola ukuthi aluniki imiphumela enamandla.

Ukukhangisa ku-press

Ukukwazisa amakhasimende angahle ngokusebenzisa izikhathi kuyifomethi yokukhangisa yendabuko. Izinhlobo eziyinhloko zokukhangisa kumaphephandaba:

1. Ukukhangisa kumagazini . Kuzokusiza ukuba ufinyelele ngokushesha futhi kalula emakethe okuhlosiwe. Amamagazini anika izethameli ezikhethiwe kakhulu, ezinesithakazelo ekukhangiseni, ezihlobene eduze nesihloko somagazini. Abafundi (amaklayenti angenzeka) bagcina omagazini isikhathi eside, banikeze ithuba lokukhangisa ngokuphindaphindiwe.
2. Ukukhangisa ephephandabeni . Ukufinyeleleka okungaphezulu kunomagazini, futhi kukhuthaza umkhiqizo noma isevisi kubafundi abaningi. Ukuhlukaniswa kwephephandaba ibe ngama-rubrikhi kusiza ukufinyelela izilaleli ezihlosiwe. Leli phephandaba libhekwa njengokwethenjelwa kwesikhangiso sokukhangisa, nakuba singakhanyanga njengalokhu kumagazini, okubonakalayo kubonakala.

Ukukhangisa kwi-Intanethi

Izinzuzo zokukhangisa ku-intanethi ukuthi kusiza ukufinyelela izethameli zomhlaba ngamanani aphansi kakhulu. Emphakathini wanamuhla, cishe wonke umuntu, ngaphambi kokuthenga, uhlola inethiwekhi yomhlaba wonke ekufuneni izibuyekezo nezincazelo. Izibonelo zokukhangisa ku-intanethi:

• Izikhangiso ezixubile ziboniswe kumakhasi omphumela we-injini yokusesha;
• ukukhangisa amabhanela;
• izikhangiso zombhalo;
• ukukhangisa kwinethiwekhi yokuxhumana nabantu;
• amanethiwekhi wokukhangisa;
• imeyili yokuthengisa, kufaka phakathi i-imeyli yogaxekile.

Ukukhangisa kwezokuthutha

Ukukhangisa kwezokuthutha ukukhangisa noma ekuthuthweni. Ngenye yefomethi ephumelelayo yokufinyelela izilaleli ezihlosiwe. Kukhona ukuthutha komphakathi kuwo wonke amadolobha. Izici zokukhangisa kwezokuthutha yizo ukuthi kufanele:

• yibani elikhanyayo futhi elikhangayo;
• Kuyaqondakala, kuqondwe ngokushesha, kodwa kufundiswe ngokugcwele;
• okungaqapheli, ngokuvamile kufinyelela esweni lomthengi ongase abe khona.

Ukukhangisa okungewona abezindaba

Amabhizinisi kufanele afune izinhlobo ezintsha zokukhangisa ukuze akhonze iklayenti labo elingenzeka. Ukuncintisana okuphezulu kanye nokwaziswa kolwazi kuyo yonke indawo kuyinkimbinkimbi inqubo yokudlulisela isikhalazo ngqo kulabo abalaleli. Kunezinye izindlela, ngezinye izikhathi ezinobudlova, izinhlobo zezitatimende eziphathelene nabo emakethe.

Ukukhangisa okuqondile

Izikhalo eziqondile zokukhangisa zavela kamuva. Okubizwa ngokuthi ukukhangiswa okuqondile kwekhulu lama-XXI. Ihlanganisa:

• ukuthumela okuqondile;
• imeyili ngokuqondile nge-e-mail;
• ukuthumela nge-SMS;
• telemarketing, okungukuthi, ukukhuthazwa kwezimpahla kanye nezinsizakalo phezu kwefoni.

Isibonelo, izincwadi zamasonto onke noma zanyangazonke e-mail zilondoloza igama lomkhiqizo ekuzwa. I-Telemarketing, njengendlela yokukhetha amakhasimende nokuhlinzeka ngemikhiqizo emisha, igcina ukuxhumana njalo neklayenti. Ukukhangisa okuqondile kuye kwathandwa ngoba kukuvumela ukuba ulandele kalula amanani okuphendula kwamakhasimende futhi usize abakhangisi ukuthi balinganise ukuphumelela kwezimali zezimali.

Phrinta ukukhangisa

Ukuphumelela kokukhangisa ukuphrinta akudingekile futhi ukufakazela. Ezikhathini zanamuhla zobuchwepheshe bedijithali, ibhizinisi lisakhuluma ngokwalo ngezikhathi futhi lifuna ngisho nezinhlobo ezintsha zokukhangisa ukuphrinta. Izinhlobo zokukhangisa ze-polygraphic zihlukile, lezi ziyizi:

• izincwajana;
• amapheshana;
• amaflaya;
• izinsiza;
• izikhangiso.

Izindlela zokulethwa kwemikhiqizo yokukhangisa nazo zihlukile:

• abagqugquzeli emgwaqweni, ezitolo zezitolo;
• ukulethwa ngokuqondile ebhokisini leposi noma emnyango;
• izikhangiso eziteshini zamabhasi kanye neziphakamisi;
• ama-rack ezitolo.

Ukukhangisa kumaphuzu okudayiswa

Ukukhangisa esitolo kuyifomethi enonya yokuxhumana nomthengi, ithola umthengi ngesikhathi sokuzikhethela, ithonya isinqumo sakhe. Ukukhangisa kumaphoyinti okuthengisa kunoma yikuphi ukukhangisa okubekwa esitolo esitolo noma indawo yokulethwa kwezinsizakalo. Yiziphi izinhlobo zokukhangisa ezikhona kumaphuzu okudayiswa:

• ukubeka imikhiqizo ezindaweni ezivelele ezingeni lamehlo, ezimweni ezikhethekile, e-checkout;
• amabhanela, izimpawu emnyango nokuphuma;
• ukukhangisa kwevidiyo ekuboniseni;
• ukukhangisa emakolishi;
• Amaphromoshini, ukuhlolwa komkhiqizo;
• isimemezelo samasheya.

Ukukhangisa kwe-souvenir

Imikhiqizo ye-souvenir enye indlela entsha kakhulu yokuxhumana nomthengi ohlosiwe. Yiziphi izinhlobo zokukhangisa ezikhona kulesi sigaba? I-diverse kakhulu, ngoba enkumbulweni ungaphenduka cishe konke: igag, nomsila. Udinga nje ukusebenzisa i- brand logo, yenza umkhiqizo ngemibala yemikhiqizo bese uyinikeza ikhasimende elikhona.

"Inkumbulo" inezizathu eziqinile zokuthi "yebo": "

1. Into ekwaziswa kuyo inkampani inenzuzo, izosetshenziswa isikhathi eside - uxhumano nolwazi lokukhangisa lude.
2. Imikhiqizo ye-souvenir iya emkhakheni wokubukeka kwezihlobo, abangane bomnikazi wayo, esebenza kuzo.
3. Uma ucabangela ama-pluses amabili asedlule, ukukhangisa ngezikhumbuzo kuyabhajethi, futhi ukuxhumana namakhasimende akhathi eside kunesikhathi eside futhi kuningi.

Imicimbi yokuphromotha

Ngesikhathi samanje, ukudayiswa kuwumsebenzi onzima. Ukuncintisana okunamandla, ukugcwala kwemakethe ngezimpahla eziguquguqukayo, umthengi onolwazi kuyinto ebhekene nebhizinisi lesimanje. Imicimbi yokukhangisa - lena enye uhlobo lokukhangisa, okubhekiswe ngokuzithandela nangokuzithandela ngabomabhizinisi abancane nezinkampani ezinkulu. Imicimbi yokuphromotha ihlanganisa:

• Izenzo zokukhangisa;
• ukuthengisa;
• imibukiso;
• ukuqoqwa kwamabhonasi kanye nezaphulelo;
• ukukhishwa kwemiklomelo;

Imicimbi yephromoshini ihlose:

1. Ukwazisa amakhasimende mayelana nomkhiqizo. Umthengi unquma kanjani ukuthenga, uma engazi ngokukhona komkhiqizo? Ayikho indlela. Ngakho-ke, imisebenzi yokukhangisa ibalulekile kumkhankaso wokugqugquzela ophumelelayo.
2. Isikhumbuzo ngomkhiqizo nesikhuthazo sokhetho olwenziwe.
3. Ukukhuthazwa kwamakhasimende angakwazi ukukhetha ngokuqondene nomkhiqizo noma isevisi ethile.

Kubalulekile ukuqonda ukuthi umkhankaso wokukhangisa ophumelelayo uyinhlanganisela efanele yezinhlobo ezahlukene zokukhangisa, lokhu kuyinchungechunge oludidiyelwe lokukhushulwa. Ukunconyiswa komkhiqizo onamandla akunakwenzeka ngaphandle:

• ukubeka ngokucacile imigomo;
• incazelo yebhajethi nokuhlela;
• ulwazi lomakethe;
• ukunquma imigomo nezigaba zokukhuthazwa;
• inhlanganisela efanele yezinhlobo zokukhangisa.