Indlela Yokukhangisa Yesikhathi Esivivinywa Ekhiqiza Imiphumela Evelele
Inkinga yokukhangisa isithombe ukuthi yabiza; ngezinye izikhathi, kubiza kakhulu.
Indawo evezwe ngesikhathi sokubonisa umbukiso we-TV ingadla amakhulu ezinkulungwane zamaRandi ngamasekhondi angu-30 nje e-airtime. Ngesikhathi se-Super Bowl, lokho kwanda kumadola ayizigidi eziningana. Lokhu kusho ukuthi ingxenye enkulu, ukukhangiswa kwezithombe (eyaziwa nangokuthi "ngenhla kwezokukhangisa") kushiywe kubadlali abakhulu. I-Nike, i-Coca-Cola, i-Apple, i-BMW, i-Procter & Gamble, i-Unilever, njalonjalo.
Kulezo zinkampani ezincane, ukukhangisa izithombe kuyinto yokunethezeka abangakwazi ukuyikhokhela. Futhi ukuba nomusa, yilokho abakudingi. Ukumaketha okuphendula ngokuqondile, uma kwenziwe kahle, kuzokwenza lezi zinkampani zibuyele kahle kakhulu ekutshalweni okuncane kakhulu.
Kuyini Ukukhangisa Okuqondile Ukuphendula?
Ngokungafani nokukhangisa kwezithombe, impendulo eqondile yenza ukuba kube khona ukusabela okusheshayo kumthengi. It ngokoqobo ibiza "impendulo ngqo." Shayela manje. Chofoza lapha. Thumela lolu hlelo lokusebenza. Lokhu mayelana nomyalo, hhayi ukuqwashisa. Akukhona lokho kuphela, kodwa ukukhangisa okuphendula ngokuqondile kuyisayensi kakhulu kunezinye izindlela ezibiza kakhulu.
Okokuqala, imikhankaso yokuphendula ngokuqondile kulula ukuyilandelela. Izinombolo zefoni eziyingqayizivele, ama-URL, namakheli eposi akwenza kube lula ukubona ukuthi bangaki abantu abaye basabela esikhangisweni esibuzwayo. Lokhu kusho nokuthi ungakwazi ukukala ukuphumelela kwezimali lomkhankaso, futhi uthathe i-Return On Investment enembile (ROI).
Ngaphezu kwalokho, imikhankaso yokuphendula ngokuqondile isebenzisa ngokugcwele ukumbumbuluzwa kwedatha yesimanje kanye nokwehlukaniswa kwezilaleli. Ungakwazi ukukhomba izethameli ze-niche, izingxenye ezithile zezwe, noma uqinisekise ukuthi abantu kuphela abaneminyaka ethile ubudala babone izikhangiso. Isibonelo, uma umkhiqizo noma isevisi yakho ihlose asebekhulile, ungakha umkhankaso ozokhomba lelo qembu. Lokhu kunzima kakhulu ukukwenza kumsakazo we-TV.
Ngokuvamile, i-imeyili eqondile iphumelela kangcono ngoba iyomuntu siqu, ihambisa ulwazi oluthe xaxa mayelana nomkhiqizo noma isevisi, futhi liqondisa. Icela umthengi ukuthi enze okuthile; ngezinye izikhathi, cishe kudingeke ukuthi bathathe isinyathelo, futhi abantu balandela iseluleko.
Kuphi Iziteshi Zokuphendula Eziqondile?
Impendulo eqondile yindlela yokuthengisa engasetshenziswa cishe kunoma yiluphi uhlobo lwezindaba. Kodwa-ke, isikhathi esiningi, impendulo eqondile ihlala kude nokukhangisa kwebhodibhodi njengoba kungenakwenzeka ukuba uthole umlayezo oqondile wokuthengisa emaminithini ambalwa abathengi kufanele ahlangane nomphakathi.
Ngokwesiko, impendulo eqondile isebenze kangcono ngokusebenzisa iziteshi ezilandelayo:
Imeyili eqondile
Ngezinye izikhathi kubizwa ngokuthi "i- mail engenayo " (nakuba lokhu kuphazamisa ukukhangisa okuphezulu okuphezulu okubandakanya amakhasimende ngokuhlakanipha), i-imeyili eqondile ifika ngendlela ye-envelope, izincwadi , namaphakheji athunyelwa kumthengi.
Esikhathini esiningi kuthatha isimo semvilophu enomyalezo wokuthengisa, ngencwadi nencwajana ngaphakathi ukucela umthengi ukuthi abize inombolo noma avakashele iwebhusayithi.
I-imeyili
Ngokuvamile okuthiwa "u-Spam," i-imeyili yokuphendula ngokuqondile ibe yindlela ethandwa kakhulu ekuthengiseni abathengi. Ama-imeyili asheshayo, ashibhile, futhi afaka izixhumanisi zokuthatha umthengi ngqo ekhasini lokubhalisa. Noma kunjalo, kunomphumela ophansi wokuphumelela. Izinga elivulekile elivulekile lizungeze amaphesenti angu-24, futhi amazinga okuchofoza kanye nokuguqulwa ahamba cishe amaphesenti angu-1. Ukuthumela izigidi zama-imeyili kungaholela ekuthengiseni okungaphansi kuka-100.
Umsakazo
Uzokwazi lezi zentengiso, njengoba zikhulunywa masinyane, zithengisa kakhulu, futhi zinezinombolo zocingo noma amawebhusayithi aphindaphindiwe kathathu kuya kwesihlanu ngendawo. Nakuba umsakazo kungaba yindawo yokukhiqiza, ngokuvamile ivame ukudayiswa kanzima.
Infomercials
Uma umkhiqizo ulungile, i-long-form infomercial spot iyimoto ephendula ngokuqondile. Isibonelo sokuqala yi-Showtime Rotisserie esuka kuRon Popeil. I-Popeil ibhekwa njengenye yamakhosi we-TV ngokuqondile, futhi izimakethe zakhe zithengise izigidigidi zamaRandi emikhiqizo.
I-Telemarketing
Lena enye indlela ethandwayo yokufinyelela kubathengi ngokuqondile, nezinkampani eziqashile abathengisi befoni ukubiza abantu futhi bazame ukuzithengisa ngocingo. Kodwa-ke, ukubhaliswa okungafaki ukubizwa, okudalwe ngo-2003, kuqeda iningi lamakholi. Izinsizakalo kanye nemikhankaso yezombangazwe zisathola indlela ephumelelayo yokuthola imali.
Izibonelo Zokukhangisa Okukhulu Okuphendula Ngokuqondile
Mhlawumbe impendulo evelele kunazo zonke eyake yabhalwa yilapho uJohn Caples omkhulu ngo-1926 (manje onomklomelo wokukhangisa ogama lakhe ngemva kwakhe). Kwakuyi-US School of Music, futhi isihloko sathi: "Bavuma Uma Ngiphila Nge-Piano Kodwa Lapho Ngiqala Ukudlala!" "Kwakuyisikhangiso esikhulu sekhophi, futhi kubhekwa njengenye yezinhloko eziphezulu kakhulu owake wabhalwa. Isikhangiso esinamandla futhi esisebenzayo.
Enye ye-classics yiyona eyisiqeshana se-imeyili esicacile ebhalwe futhi yenzelwe uBill Jayme yomagazini i-Psychology Today. Imvilophu yakha umklamo omangalisayo futhi yabuza umbuzo othi "Ingabe uvale umnyango wokugezela ngisho nalapho uwukuphela kwekhaya?" Le ngcezu yayinezinga eliphakeme kakhulu lokuguqulwa, futhi izincwadi zikaBill Jayme nezinhlamvu zeposi zazihlale zifunwa kakhulu . Eqinisweni, ukhokhelwe amashumi ezinkulungwane zamaRandi ukubhalela incwadi iklayenti, futhi lokhu kwaba phakathi kwamashumi amahlanu namashumi ayisithupha. Wafa ngo-2001 eneminyaka engama-75 ubudala, futhi wayebhekwa njengomunye wabalobi bezokukhangisa abaqondile kakhulu abawake baphila.
