Yini Eyenzile Ngempela Imikhankaso Yesikhangiso Ukushayeka Nokushisa?
Masenze kahle. Ukukhangisa nokukhangisa akufani nokubhala, ubunjiniyela, noma izakhiwo.
Ayikho impendulo yangempela noma engalungile ekudaleni okuncane, noma isicelo somthengi. Awukwazi ukusho ngokweqile ukuthi yisiphi isisombululo sokudala enkampanini yeklayenti ingu-100% elungile, noma iphutha ngokuphelele.
Konke kuvela ochungechungeni lwezingxoxo phakathi kochwepheshe ku-ejenti, kanye nekhasimende, ukuze bavumelane ngalokho okumelwe kwenziwe.
Futhi, izikhathi eziningi, kubuye kube phansi ukuzwa imizwa. Ngeshwa, ngezinye izikhathi leyo mizwa ayisusiwe, ithumela umkhiqizo ube yi-tailspin okwesikhashana.
Nazi izibonelo eziningi zokukhangisa kanye ne-PR ezihambayo ezazithengisa amakhasimende.
I-Hummer Toys kaMcDonald (2006)
Wonke umuntu uyazi ukuthi amathoyizi kaMcDonald asekelwe "kwi-nag factor". Izingane zizofuna ithoyizi yakamuva yamahhala ngesidlo sakusihlwa noma isidlo sakusihlwa, futhi abazali bafuna. Ngokujwayelekile, ithoyizi eliboshwe ekukhuthazeni kwe-movie, umdlalo wevidiyo, noma enye yokugqugquzelwa kwezokuzijabulisa enkulu.
Kodwa-ke, ngo-Agasti 2006, GM noMcDonald bajoyina ukunikeza izigidi ezingama-42 zeToymers eziKutheni Zokudla . I-GM ithemba ukuthi ukukhuthazwa kuzosiza ukuthengisa umkhiqizo wayo we-Hummer kubazali ngezingane zabo. Iwebhusayithi ye-HummerKids namathengisi amasha adalwe kulo mkhankaso. Ngesikhathi esifanayo, u-Hummer wethule umkhankaso omusha wokukhangisa we-H3.
Akudingeki ukuba ube yingqondo ukwazi ukuthi kwenzekani ngokulandelayo.
Ukuphikisana phezu kokunikezwa kuqala kwaqala ngaphambi kokuba i-Hummer yokuqala itholakale. Abazali kanye namaqembu ezemvelo ngokushesha baveza ukungajabuli kwabo ngenxa yokunikezwa, ikakhulukazi njengoba izinkampani zombili zivuma ukuthi zizama ukudayisa imoto kubazali ngezingane zabo.
UMcDonald ukhulume ngalesi simo, okwakubangela ukuphikisana okuqhubekayo.
Ukuthunyelwe kwebhulogi yenkampani kubhalwe ukuthi, "Ukubukeka ngamehlo abantwana, ama-Hummers amancane nje amathoyizi, hhayi izincomo zemoto noma umthombo wemilayezo yabathengi mayelana nokugcinwa kwemithombo yemvelo, ukukhishwa kwegesi lokushisa okushisa, nokunye"
Kodwa lapho izivakashi zebhulogi zichofoza ekuxhumaneni kwezwana kwebhulogi ukuze babelane ngemibono yabo, baqaphele imibono yabo engakaze ibonise. UMcDonald waqaphela ngokucacile uhlelo oluthile lokulinganisa ukususa noma yikuphi impendulo engalungile, okwakungacindezela kakhulu amakhasimende. Futhi, laba bahlaziyi baqinisekisile ukuzwakala ukuthukuthela kwabo kwamanye amasayithi kuwo wonke ama-intanethi. Inhloso engalungile kanye ne-PR engonakali yonakalisa ukuhlonishwa kokubili koHummer (manje okuwumkhiqizo owubucayi), noMcDonald's.
Ungacabanga ukuthi uMcDonald's uzofunda isifundo esibalulekile kulolo phutha, kodwa cha. Kwaphela ezinyangeni ezimbalwa kamuva lapho omunye umhlinzeki wezandla ehloma umdwebo ka-McDonald's PR. Ngo-Okthoba 2006, ukugqugquzelwa ukunikeza ama-MP3 ama-MP3 abadlali abhalwe uphawu lweMcDonald yaseJapane lahamba kancane uma abasebenzisi bethola abadlali babo be-MP3 mahhala beza nezingoma eziyi-10 zamahhala kanye negciwane le-Trojan! Lapho bewaxhuma kuma-PC abo, igciwane laba amagama abo omsebenzisi, amaphasiwedi nolunye ulwazi oluyimfihlo futhi luthumela idatha kubaduni.
Emuva ngo-2006, lapho ukwehliswa kwedatha nokwebiwa kwe-ID kwakusencane, lokhu kwakuyinkinga enkulu. Uma kwenzeke namhlanje, kungenza kalula kube nomthetho wezinyathelo ezifanele izigaba.
I-GM's Do-It-Yourself I-Tahoe Izikhangiso (2006)
Izikhangiso ezikhiqizwa ngabathengi (futhi ziyazi njenge-UGC, noma okuqukethwe okukhiqizwa ngumsebenzisi) zihamba ngemikhankaso yokukhangisa yanamuhla. Lezi zinsuku, izinkampani nabakhangisi baye baba ne-savvy kakhulu emiphumeleni emibi engaba yilezi zinhlobo zokuhlangenwe nakho okuhlangene. Nokho, emuva kuka-2006, izinto azizange zihambe njalo njengoba zihleliwe.
Kwenye i-gaffe ye-GM, i- Chevrolet yahlanganyela ne-NBC's The Apprentice ngo-Mashi 2006 ukuze iqale umncintiswano wokuhweba we-Chevy Tahoe. Abathengi bangavakashela isayithi elikhethekile le-Chevrolet, bahlele ividiyo namavidyo omculo weTahoe ukuthi bafuna kanjani futhi bengeze amafonti ukuze benze izikhangiso zabo ku-SUV.
Izwakala njengomqondo omuhle, akunjalo? Hhayi, uma ungafuni ukuhleka umxhwele eTahoe, njengabantu abaningi abazimisele ukukwenza.
Ngokushesha izikhangiso ze-anti-SUV zaqala ukuvela kusayithi lenkampani. I-Chevrolet, mhlawumbe ezama ukufundela iphutha likaMcDonald's eyenziwe namazwana kaHummer, ayikhiphi izikhangiso ezimbi. Futhi baba yisisusa sokukhangisa ngezidakamizwa kanye nokuhlaziya okunonya okuyashiya ibala elibi emgqeni weTahoe. I-buzz ishaqhelile ku-inthanethi, umncintiswano uphelelwe emuva futhi u-Chevrolet wafunda ukuthi ukukhangisa akufanele kushiywe kanjani njalo ezandleni zabathengi. Uma uzobanika abantu amathuluzi okwenza umkhiqizo wakho ubonakale omuhle, khumbula ... nabo bangabasebenzisa kabi.
I-Sony Black-And-White Ibhomu (2006)
Ukusebenzisa abantu ukudlulisela umlayezo omnyama nomhlophe kuwumgca omuhle wokuhamba ekukhangiseni. Imikhankaso ye-United Colors ye-Benetton yenze lokhu ngokucasula, kubangele kokubili ukuthukuthela nokuxoxa. Kodwa baphumelela, ikakhulukazi. Noma kunjalo, u-Sony wayengekho inhlanhla.
Ehlobo lika-2006, u-Sony wafunda ukuthi owesifazane omhlophe obambe owesifazane omnyama ngomhlathi ukuze athuthukise i-White Ceramic Playstation Portable kwakungewona umbono omuhle kakhulu. I-billboard yaphela kuphela eNetherlands kodwa impikiswano yaqala izingxabano emhlabeni jikelele. Yini lokhu okuzama ukusho? Kwakubuhlungu yini ebugqilini, ngandlela-thile ethi owesifazane omnyama wayeyifa lomfazi omhlophe?
Ekuqaleni, u-Sony wayevikela i-billboard yayo. Le nkampani ithi ifuna kuphela "ukugqamisa ukukhanya kwesosibonelo esisha noma ukuphambene namamodeli amnyama namhlophe." Ngokusobala, lokho kwakungomsebenzi omkhulu oMsombuluko-ekuseni, kanti akekho owawuwuthenga. Kamuva, u-Sony wadonsa isikhangiso futhi waxolisa. Njengoba kufanele.
Ubuhlobo Bokuhlukumezeka Kwama-Intel (2007)
Ngokusobala, i-Intel ayizange ifunde lutho kusukela ku-Sony's 2006 ngephutha. Ngo-Agasti 2007, le nkampani yazitholela phakathi kwenkinga ngokukhangisa okubonisa umhlophe ozungezwe abaphrinta abayisithupha. Akuzwakala kubi nakakhulu, uze uhlaziye ngempela isithombe. Abaphrinta bamnyama, futhi babonakala bekhothamela umhlophe. Umlayezo owenza kancane ukuthuthukisa ubudlelwano bobuhlanga.
Izikhalazo zenze ukuba i-Intel isuse isikhangiso futhi yakhipha ukuxolisa ngeWebhusayithi yenkampani, ithi inhloso "ukuveza amandla okusebenza kwabacwaningi bethu ngokusebenzisa isichazamazwi esibukwayo somprinta." Ukuxolisa kuqhubeka kuthi, "Ngeshwa, ukubulawa kwethu akuzange kuhambise umlayezo wethu ohlosiwe futhi empeleni kwabonakala kungenandaba nokuthuka."
I-Raging Cow's Blogging Blunder (2003)
Ngesikhathi ukubhuloga kungaba yithuluzi elikhulu le-PR, kungase kube yinhlekelele uma uzama ukukhohlisa abathengi. I-Cow Raging, umkhiqizo weDkt Pepper / 7 Up, waba yisibonelo esilandelayo salokhu ngo-2003.
Iqembu lezinsizwa lalingeniswa futhi lafakwa kubisi oluvuthayo lwe-Cow Raging. Batshelwa ukuba baphume futhi babhale ngale mkhiqizo omusha kodwa bangavezi ukuthi babetshelwe ukuthi benze kanjalo. Le nkampani inethemba lokuthi ukukhangisa ngomlomo kuzokwenza ukuthi umkhiqizo omusha ushaye.
Ukuntuleka kobuqiniso ngemuva kokubhuloga, kanye nebhulogi le-mascot eliyingqayizivele, lisakazwa ku-intanethi. Ama-block bloggers asemqoka aphikisana, ubisi lwathengiswa kabili emadolobheni ambalwa okuhlola, kanti umkhiqizo wagcina wehliswa.
Phony PR ka-Walmart (2006)
I-Walmart izophinde iphinde imemezele emlandweni wokukhangisa ngebhulogi elikhohlisiwe. Ngo-September 2006, i-Wal-Marting Across America blog ibamba i-intanethi.
Ibhulogi ibonise abalandeli ababili be-Walmart, okuthiwa uJim noLaura, abahambisa i-RV yabo yonke iMelika ukuba baxoxe nabasebenzi baseWalmart. Ukuhamba kwabo nokuhlangenwe nakho kwabo kwakubhalwe kubhulogi yabo. Yisiphi isiqephu esihle se-UGC, kwesokudla? Akulungile.
Okungazange kubhalwe phansi kubhulogi kwakungenxa yokuthi i-Walmart inxephezele uJim noLaura ukuba babhale ibhulogi, bakhokhele i-RV abayithumayo, futhi bahlele ngisho nokuhamba kwabo. Ibhulogi yavezwa futhi yaqedwa ngokuyisimangaliso enetheni. U-R eqine u-Edelman uvume ukuthi yilokho owayengumlando we- Walmart ebhulogi, futhi kamuva wambulwa ukuthi u-Edelman wadala amabhulogi amabili engeziwe.
Abathengayo abangeyona indlela yokuzuza ibhizinisi labo. Ngamabhulogi wangempela okuthunyelwe izinkampani zokuqothula ezizama ukukhohlisa abathengi, umonakalo we-blogs ezikhohlisayo kungaba isikhathi eside.