Ukucabanga Okuncane Kungaba Nethonya Elikhulu Ngaphansi Kwakho
Emashumini eminyaka, ukukhala komhlangano kunoma yikuphi umkhankaso wokukhangisa noma wokuthengisa "ucabanga ukuthi ukhulu." Kodwa njengoba idatha ibe yithuluzi lokumaketha eliyigugu, futhi ikhono lokulisebenzisa ngokuphumelelayo liba ngcono ngokuhamba kwesikhathi, okukhulu akuyona into enhle.
Imikhankaso emikhulu, eyaziwa embonini njenge-macro-marketing, ithatha ukuqhuma kwesibhamu ekukhangiseni (yilapho inkulumo ethi "ukuphambanisa nokuthandaza" ivela). Umqondo wukuthi uphonsa umlayezo ovamile kubathengi abaningi ngokulindeleke ukuthi uthole amaphesenti amancane kubo.
Ukushayela inetha elikhulu, okushoyo.
Kulungile ukuthi ngabe uyinhlangano yezinkulungwane zamabhiliyoni ezinamabhajethi wokukhangisa afana ne-GDP yezwe elincane. Kodwa kuthiwani uma uqala nje? Noma, awunalo ikhono lokuphonsa lolu hlobo lokukhangisa kwesabelomali se-Super Bowl ngaphandle lapho?
Impendulo i-micro-marketing.
Izinzuzo ze-Micro-Marketing
Njengawo wonke amathuba okukhangisa, kunamandla nokubuthakathaka endleleni. Ekugcineni kuncike kumodeli wakho webhizinisi. Nazi ezinye zezindlela ongayisebenzisa ukuze kuzuze:
- Okubhekiswe kakhulu. Emkhankasweni omaketha wokumaketha uthola granular. Uhlela phansi ekuhlaleni ukuthi ukhethe ingxenye ethile yabantu, ngokususelwa ebuzwe, indawo, ubulili, izithakazelo, ngisho nokudla okuthandayo.
- Kuqiza kahle. Imikhankaso ye-micro-marketing ivame ukuza nebhajethi encane. Akusikho ukuthi bangabizi imali eningi, kodwa uma kuqhathaniswa nomhlaba wonke, hit 'em nakho konke onakho ukukwenza, kungcono kakhulu ukugoqa.
- Ukukhushulwa komsebenzisi. Imikhankaso ye-micro-marketing ikhala imbewu ezindaweni ze-niche futhi uvumele abamukelayo bokuqala benze ukudayiswa. Lapho abantu bethola okuthile abathandayo, batshela abanye ngakho , futhi kuyasakazeka.
Izinkinga ze-Micro-Marketing
Ngakho-ke, uyazi izinzuzo. Kodwa yiziphi izinsizakalo ezingase zibe khona? Nazi ezintathu eziphezulu:
- Izindleko eziphakeme ngokuzuza . Ngenkathi usabela imali engaphansi kwesabelomali sakho sokukhangisa emkhankasweni, ubhekisela kubantu abambalwa kunomkhankaso wokumaketha. Lokhu, nakho, kungabangela izindleko ezijwayelekile zokuthola ikhasimende elisha ukuthi likhuphuke.
- Ukungabikho Kokuthi Kulahlekelwe I-Target . Njengoba kushiwo ngaphambili, indlela yokudubula komkhankaso omkhulu uzosho ukuthi uzothatha abantu abaningi kakhulu kunokuthi usebenzise inhlamvu ye-sniper. Imikhankaso yokumaketha emincane ihloswe kakhulu ... futhi lokho kusho ukuthi kungaba nzima ukuthola amaphuzu.
- Kuthatha isikhathi. Imikhankaso yokumaketha emakethe ithatha isikhathi sokuthuthukisa, futhi isikhathi esiningi sokutshala izimpande futhi usakaze ngaphesheya kokuhloswe kokuqala. Yilungele ukuchitha isikhathi esiningi ukuthuthukisa nokugcina isisekelo samakhasimende aqotho. Kodwa ama-oki amakhulu avela kuma-acorns amancane akhula.
Indlela Uber Yayisebenzisa Micro-Marketing Ukufeza Ukukhula Okungakaze Kuvele
Kungenzeka ukuthi awuzange nje uzwe ngo-Uber kepha ususebenzise le nsizakalo njalo. Ungase ucabange ukuthi u-Uber yinkampani esanda kuqhathaniswa nayo eyathola ukukhula okusheshayo ngesikhathi sokurekhoda, kodwa lokho akuyona into enembile. Eyasungulwa ngo-2009 nguTravis Kalanick, ayizange iqale njenge "amatekisi kubo bonke" imodeli yebhizinisi. Ngokuphambene nalokho. Kodwa ngokusebenzisa imikhankaso emakethe okukhangisa kakhulu emakethe eyodwa - iSan Francisco-yakhula masinyane ngamazwi.
"Ekuqaleni, kwakuyinkampani yokuphila. Ushaya inkinobho futhi imoto emnyama iphakama , " kusho uKalanick " Kwakuyintuthuko ye-baller ukuthola imoto emnyama ukuze ifike emaminithini angu-8. "
Kwase kwesikhashana, kwakungu-Uber. Insizakalo ye-limo emnyama yemoto esekelwe uhlelo lokusebenza exazulula inkinga yangempela eSan Francisco. Ngokufanayo, ingqalasizinda encane yekhati, amatekisi angcolile, amatekisi angathembeki, angamukeli amakhadi esikweletu, futhi abashayeli benqaba ukuya ezindaweni ezithile edolobheni.
Manje, ukuze uthole i-premium ephakeme, ungase uhambe nge-San Francisco njengodumo. Ukunethezeka kokusetshenziswa, uhlelo lokusebenza olulandele umshayeli, nokuphepha kokwazi umshayeli kanye nokulinganisa kwakhe kusakaze endaweni yangasese njengemoto yasendle.
Isakazeka kusuka edolobheni kuya edolobheni, futhi isesimweni kuya esifundeni, kufana negciwane. Futhi njengoba isakazeka, umkhankaso omaketha wokukhangisa ugxile komunye umuzi, unikeza ukugibela kwamahhala noma ukugibela izikweletu, nokwandisa i-buzz.
Khona-ke, izinsizakalo ezengeziwe zangeziwe, njenge-UberX no-Uber SUV. Manje kukhona futhi ama-Uber Eats, aphinde akhuliswa imikhankaso yokumaketha emakethe ezindaweni eziyinhloko.
I-Uber ayiyona inkampani enamabhiliyoni ayizinkulungwane-ayikho embi engaphansi kweminyaka engu-10 emakethe-futhi impumelelo enkulu ingabhekwa isu eligxile kakhulu, eliqondiswe kakhulu laser-focused focus-marketing. Cabanga encane, thola abaqalayo, bese ubavumela ukuba basakaze izwi kuwe.