Nzira Yokutsvaga Yenguva Yakaedzwa Inobereka Zvibereko Zvakanakisisa
Dambudziko nemifananidzo yekutengesa ndeyokuti inodhura; dzimwe nguva, inodhura zvikuru.
Nzvimbo inobudiswa panguva yehuwandu-nguva yeTV yekuratidza zvinogona kukwana mazana ezviuru zvemadhora kwemaminitsi makumi matatu e airtime. Munguva ye Super Bowl, iyo inowedzera kune mamiriyoni emadhora madhora. Izvi zvinoreva kuti kune chikamu chikuru, mufananidzo wekutengesa (unozivikanwawo se "pamusoro pezera" kutengeserana) wakasara kune vatambi vakakurumbira. Nike, Coca-Cola, Apple, BMW, Procter & Gamble, Unilever, nezvimwewo.
Kune makambani maduku, mufananidzo wekutengesa ndeye humbozha hwavanokwanisa kuwana. Uye kuva akanaka, ndicho chavasingadi. Kutaura kwakananga kuparidzirwa, kana yakaitwa zvakanaka, kuchapa makambani aya kudzoka kwakanakisisa pane mari shoma shoma.
Chii Chinonzi Kutaura Zvokutaura Zvokuteerera?
Kusiyana nehuwandu hwekutsvaga, kupindura zvakananga kunobatsira kugadzirisa zvinobva kumutengi. Izvo chaizvoizvo iri kudanidzira "kupindura kwakananga." Kudana ikozvino. Dinani pano. Dzorera iyi svondo. Izvi ndezvemirairo, kwete kuziva. Kwete izvozvo bedzi, asi kuparidzira zvakananga kuparidzirwa ndezvechirenda yepamusoro kupfuura nzira dzaro dzinodhura.
Pakutanga, kururamisa kupindura mhinduro kune nyore nyore kutarisa. Nhamba dzenhare dzefoni, URLs, uye aderesi dzekutumira dzinoita kuti zvive nyore kuona kuti vangani vanhu vakagamuchira kune chiyeuchidzo mubvunzo. Izvi zvinorevawo kuti unogona kuenzanisa kubudirira kwemari kwemushandirapamwe, uye kutora rakarurama reReal On Investment (ROI).
Izvo zvakanyanya, kurongedza zvakananga kupindura kunobatsira zvakakwana kwemazuva ano mining data uye vateereri segmentation. Iwe unogona kutarisa vateereri vevanhu, dzimwe nhengo dzenyika, kana kuti uone kuti vanhu vezera rimwe chete vanoona zvizivo. Semuenzaniso, kana chigadzirwa chako kana basa rinangwa kune vakwegura, unogona kugadzira mushandirapamwe unotarisa boka iroro. Izvi zvakaoma zvikuru kuita pane kuparadzirwa kweTV.
Kwose, mail yakananga yakabudirira zvikuru nokuti inowedzera munhu, inopa humwe ruzivo pamusoro pechigadzirwa kana basa, uye yakananga. Inobvunza mutengi kuti aite chimwe chinhu; dzimwe nguva, inoda kuti vaite chimwe chinhu, uye vanhu vanotevera mazano.
Ndepapi Iri Kutarisa Kupindura Mitambo?
Zvakanaka, kupindura kwakananga inzira yekudhinda iyo inogona kushandiswa kune inenge ipi zvayo yevhidhiyo. Kunyange zvakadaro, nguva yakawanda, kupindura kwakananga kunopfuurira kure nemashambadziro ekudhinda sezvo zvisingakwanisi kutarisana nemashoko ekutengesa zvakananga mumashure mashomanana vatengi vanofanira kutaura nevanenge vari mukati.
Mutsika, zvakananga kupindura zvakashanda zvakanakisisa kuburikidza nemitambo inotevera:
Tsamba Mharidzo
Dzimwe nguva inonzi " junk mail " (kunyange zvazvo izvi zvichitsoropodza kune zvakanakisa kutengeserana zvinoita kuti vatengi vashandise), mail yakananga inouya maune mavulopu, tsamba , nemapakiti zvakatumirwa kumutengi.
Nguva yakawanda iyo inotora mufananidzo wevhopupepe ine shoko rekutengesa, netsamba uye bhurocha mukati mukati makumbira mutengi kuti adane nhamba kana kuti anoshanyira webhusaiti.
Kazhinji inonzi "Spam," mhinduro dzakananga emaimeri dzava nzira yakakurumbira yekutengesa kune vatengi. Emails arikurumidza, asingasviki, uye anotora zvinyorwa zvekutora mutengi pane peji pekutsvaga. Kunyange zvakadaro, ine uwandu hunobudirira hwehuwandu. Ivhareji yakazaruka yakazaruka inenge 24 kubva muzana, uye iyo inodarika uye kutendeuka kwehuwandu hover inenge 1 peresenti. Kutumira mamiriyoni emaimeri kunogona kuguma nekutengesa kwemazana.
Radio
Iwe uchanzwisisa izvi zvakanaka zvekutengeserana, sezvavanotaura zvakakurumidza, vanotengesa zvikuru, uye vane nhamba yefoni kana mawebsite akadzokororwa katatu kusvika kashanu pane imwe nzvimbo. Kunyange zvazvo rhepfenyuro inogona kunge iri chigadzirwa chekusika, inowanzotungamirirwa nekutambudza kutengesa.
Infomercials
Kana chigadzirwa chacho chiri chakanaka, iyo yakareba fomu inonyanya kutarisa ndiyo motokari yakawanda yekupindura motokari. Muenzaniso wekare ndiyo Showtime Rotisserie kubva kuna Ron Popeil. Papa anoonekwa semumwe wevatenzi veTV yakananga, uye mabhizimisi ake vakatengesa mamiriyoni akawanda emadhora mumitikiti.
Telemarketing
Iyi ndiyo imwe nzira yakakurumbira yekuenda kuvatengi zvakananga, nekambani inoshandisa vatengesi vefoni vachidana vanhu uye vanoedza uye kuvatengesa pamusoro pefoni. Zvisinei, iyo Usati Dhevedza Registry, yakagadzirirwa muna 2003, inogumisa huzhinji hwemafoni. Zvinhu zvinobatsira uye zvematongerwo enyika zvinowanzozviwana nzira inobatsira yekuwana mari.
Mienzaniso yekutaura kukuru kwekuteerera kwekutaura
Zvichida mharidzo yakakurumbira yakajeka yakanyorwa kare ndeyeJohani Caples mukuru muna 1926 (uyo zvino ane mubairo wekutsvaga unonzi wakamutevera). Yaiva yeSchool School of Music, uye musoro wenyaya waiverenga: "Vakarumbidza Pandakagara Pasi PaPiano Asi Pandakatanga Kutamba! -" Yakanga iri yeropi yakareba, uye inonzi iine imwe yemisoro huru yakanyorwa yakanyatsogadziriswa.
Chimwe chikamu ndicho chinyorwa chakanyora chinyorwa chinonyorwa uye chakagadzirwa naBill Jayme chepanhau rinonzi Psychology Today. Iyo vhopurupu yakave yakagadzira chimiro chakakosha uye yakabvunza mubvunzo wekuti "Unovhara musuo wekugezera kunyange iwe uri iwe chete here kumba?" Chidimbu chacho chaiva nepamusoro-soro kutendeuka, uye mabhii aBill Jayme uye zvinyorwa zvese zvaive zvakanyanya kudiwa . Muzvokwadi, akabhadhara makumi ezviuru zvemadhora kuti anyore tsamba kune mutengi, uye izvi zvaive panguva yemakumi mashanu nemakumi matanhatu. Akafira muna 2001 ane makore makumi manomwe nemashanu, uye akaonekwa somumwe wevakanyanya kunyatsobudisa mabhuku avo vakamborarama.
