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Ukufaka uphawu

Abathengi bavimba iintengiso, ixabiso lebrendi liyawa, kwaye uninzi lwabantu alunakukhathalela ukuba iipesenti ezingama-74 zanyamalala ngokupheleleyo. Ubungqina bucebisa ukuba abantu baphelelwe luthando ngeemveliso.

Ke kutheni le nto kunjalo kwaye ngaba kuthetha ukuba ii-brand kufuneka ziyeke ukubeka phambili umfanekiso wazo?

UMthengi oXhobileyo

Isizathu esilula sokuba kutheni iimveliso zingahlulwa kwindawo yabo yamandla kungenxa yokuba umthengi akazange abe namandla ngakumbi kunanamhlanje.

Ukulangazelela ukunyaniseka kwempawu kuye kwahlala kunzima kodwa ngoku lidabi elinzima; Ukuchitha inkcitho kwintengiso yedijithali kuthetha ukuba eyona mveliso ilungileyo, kunye nexabiso, kukucofa nje kude. A Isifundo seMedia Dynamics kwisibhengezo sentengiso kutyhilwe ukuba abathengi babona umndilili wezibhengezo ezingama-5000 kunye nokuchazwa kwegama ngosuku

Zininzi iindlela zabathengi kangangokuba uphawu oluthengisayo kubo ngamanye amaxesha lubonwa njengolungabalulekanga, ngakumbi malunga nenkonzo ebonelelwa luphawu okanye ixabiso abathengisa ngalo iimveliso ezenza enye inkampani yahluke kwezinye. Yongeza koko inyani yokuba abathengi ngoku banxibelelana neempawu kwiindlela ezininzi, kuya kusiba nzima kubathengisi kunye nabathengisi ukuba baphumelele.

Ukwenza kube lula ukuBhenela ngokweemvakalelo

Ezi meko zithetha ukuba iinkonzo ezibonelelwa namhlanje kufuneka zibe ngabathengi kuqala. Iinkampani eziphumelele kakhulu zibeka phambili amava omsebenzisi ngaphezulu kwesibonelelo seemvakalelo kunye nokwenza izinto ezintsha ngokukhawuleza kwimida yexesha elide. Jonga nje u-Uber ophazamisa ishishini lokuqesha labucala okanye i-Airbnb etshintsha imeko yokuhamba. I-Spotify ngumzekelo wenkampani exabisa ukufikelela kubunini okokuqala.

Abathengi baya bekhetha ngakumbi iimveliso kunye neenkonzo ezibonelela ngeemfuno, amava aphezulu omsebenzisi ngaphezulu kokubhena ngokweemvakalelo kunye nemibono emikhulu. I-Uber, i-Airbnb kunye neSpotify zibone impumelelo enkulu kuba zikwazile ukubonelela ngamava abathengi anamandla okusombulula iingxaki ezikhoyo.

Ngenxa yoku kunyuka kokulindelweyo, iinkampani kunye namashishini zihlala zijongana nokuphazamiseka. Kuhlala kukho inkampani ekhulayo enokunika inkonzo engcono kunesidlali esele sisekiwe. Oku kunyanzelisa lonke uphawu ukuba luqhubeke nokuphakamisa umdlalo wabo ngokwamava abathengi, kwaye abathengi bayazuza kukhuphiswano olushushu.

Umfanekiso weBrand ngokuchasene namava abaThengi

Ekugqibeleni, iimveliso eziphumeleleyo namhlanje zixhomekeke kumfanekiso wazo wedwa kwaye nangakumbi kumava abathengi ngokuthe ngqo kwimveliso okanye kwinkonzo yabo. Ke ngelixa ixabiso leemveliso linokwehla, ixabiso lobudlelwane babathengi liyenyuka.

Njengokuba uScott Cook watshoyo, "uphawu alusekho kule nto sixelela umthengi ukuba luyilo, koko abathengi baxelelana ukuba luyiyo." Ukubonelela ngamava abathengi awodwa kubaluleke kakhulu kwiimveliso ukulungiselela ukuthembeka kwebrendi kunye nokuqinisekisa ukuba abathengi babelana ngamava amahle eempawu.

Iimpawu ezimela into ethile

Umfanekiso weBrand uya kuhlala ubalulekile kodwa unxibe isithunzi esitsha. Abathengi bahlala befuna ukunxulunyaniswa neempawu ezimele izinto ezifanayo njengoko zisenza ngokwazo, nangona kunjalo ngoku iibrand kulindeleke ukuba zisebenze kwezo zithembiso. Bafuna ukwenza into abathi uphawu lwabo lumele ngenxa yokuba uphawu lwangena kwixesha lokuphendula. Abathengi abancinci bafuna iimveliso ezihlala kwibali abalithethayo.

UTony's Chocolonely ngumzekelo onomdla ovela eNetherlands; I-brand ikwinjongo yokufezekisa i-100% yamakholethi angenazikhoboka. Ngo-2002 umsunguli wenkampani wafumanisa ukuba ezona nkampani zinkulu zetshokholethi zazithenga itshokholethi kumasimi ecocoa awayesebenzisa ubukhoboka babantwana, ngaphandle kokuba batyikitya isivumelwano samazwe aphesheya sokulwa ubukhoboka babantwana.

Ukulwa nesizathu, umseki waziguqula waba 'sisaphuli-mthetho' ngokutya itshokholethi engekho mthethweni kwaye ezisa enkundleni. Inkampani yaya isomelela ngokomelela kwaye ngo-2013 yathengisa i-chocolate yayo ye-'Bean to Bar 'yokuqala ngenxa yenkxaso eyayizuze kwikhosi yayo. Abathengi abathengi nje kwitshokholethi kodwa isizathu sokuba uphawu lwenziwe ukusombulula.

Ukuhambahamba kweMiceli mngeni kwiNkulungwane yama-21

Siza kuhlala sifuna iimveliso, kodwa ukuze uphawu luthandwe izikhonkwane ziphezulu namhlanje. Ayisekho malunga nokwenza umfanekiso wophawu kodwa ukubandakanya olo phawu kuyo yonke imiba yeshishini kunye nentengiso. Iimpawu zenziwa ngoku ngamava abawabonelela kubathengi babo.

Ke ekugqibeleni, uphawu lokushicilela lubaluleke ngakumbi kunangaphambili - lutshintshiwe. Iimpawu kufuneka zifunde ukulungiselela umthengi omtsha, onikwe amandla okhangela uphawu olumele into ethile. Indawo entsha nokhuphiswano lwedijithali ngumceli mngeni kodwa iya kubonelela ngamathuba okuphumelela kweli xesha litsha kraca.

'Phumelela kwixesha elitsha kraca' yayingumxholo walo nyaka kwinkomfa ka-Bynder yonyaka ye-OnBrand apho izithethi ezivela kwiimpawu ezinje nge-Uber, i-Linkedin, i-Twitter kunye ne-HubSpot zabelana ngamabali azo ngendlela yokwakha uphawu oluphumeleleyo kwinkulungwane yama-21.

Bhalisela iindaba zamva nje malunga ne-OnBrand '17

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