Kutsatsa kwachidziwitso, mawonekedwe apamwamba a kasitomala, kumakhudza mndandanda wolondola wa nambala zamafoni momwe ogula amamvera kuti apange ubale wokhalitsa ndi mtunduwo . Dziwani zambiri.
Zochitika ndizofunika kwambiri kuposa malo otsatsa. Iyi ndi filosofi ya kutsatsa kwachidziwitso , njira yotsatsa yomwe imapanga zochitika pakati pa malonda ndi ogula.
Njira pafupifupi yofunikira yamalonda yamtundu wazaka za digito, pomwe
kulumikizana kumakhala kofulumira komanso kodzaza mawu, makamaka Kutsatsa mwaukadaulo pamasamba ochezera. Mitundu imakhala pachiwopsezo chotaya kufunika ndikulumikizana ndi omvera omwe amafunafuna chidziwitso cha ogula chomwe sichimalumikizidwa kwenikweni ndi mankhwalawa.
Kutsatsa kwachidziwitso kumapereka mwayi wokopa chidwi ndikuchita Kutsatsa mwaukadaulo nawo ogula mwachindunji, kukopa chidwi chawo komanso momwe amamvera. Makanema, masewera, zochitika zoyitanidwa kokha, komanso kumdi njira zochepa chabe zotsatsa.
Cholinga chake ndikulimbikitsa, kukwiyitsa, kulimbikitsa ndikubwezeretsa ogula pakati, kupeza zomwe zili zothandiza, zosangalatsa komanso zosangalatsa kwa anthu. The persona ndiye mtima wamakampeni otsatsa .
Momwe kutsatsa mwachidziwitso kumagwirira ntchito
Kutsatsa kwachidziwitso kumalola ogula “kuzindikira” chizindikirocho kudzera muzochitika zomwe zimawagwirizanitsa ndi mtunduwu ndi mankhwala ake. Ogula nthawi zonse samatsogozedwa ndi kulondola pazosankha zawo zogulira komanso kapena, koposa zonse, ndi malingaliro: amayang’ana zokopa , zosangalatsa komanso zokonda kugula ndikugwiritsa ntchito . Kutsatsa mwachidziwitso kumakuikani pakati.
Kusintha kwamakasitomala kumeneku kumapangitsa kulumikizana pakati pa mtundu ndi kasitomala ndipo kumapangitsa kuti pakhale mgwirizano popanga makonda komanso kukhudzidwa mtima. Zotsatira zake ndi-zothekera- zowoneka bwino kwambiri kuposa kulumikizana kwakanthawi kotsatsa. Monga momwe pali malo opanda malire opangira mtundu pakutanthauzira zofunikira komanso zofunika kwa omvera anu .
Chochitika ndi chiyani?
Imodzi mwa ziphunzitso za malonda odziwa bwino amaperekedwa Kubetcha lmelo list ndi nkhani ya The Experience Economy (1999) ndi B. Joseph Pine II ndi James H. Gilmore, omwe adayika zochitika mu zosangalatsa, zokongoletsa, maphunziro ndi kuthawa.
M’milandu iwiri yoyambirira, kutenga nawo gawo kwa ogula sikungokhala (amapita ku konsati, ziwonetsero kapena zojambulajambula), muzochita ziwiri zachiwiri zimakhala zogwira ntchito (amaphunzira kuphika, kusewera masewera), koma kumizidwa kwathunthu kwa kasitomala omwe akufuna. Apo.
Chodziwika bwino ndi kusanthula kwa malonda odziwa bwino ndi Bernd H. Schmitt, pulofesa pa yunivesite ya Columbia ku New York ndi mmodzi mwa akatswiri odziwa zambiri za makasitomala , m’buku la Experiential Marketing: Momwe Mungapezere Makasitomala ku SENSE, FEEL , GANIZANI, ACT, ndi RELATE ku Kampani Yanu ndi Mitundu (1999).
Kwa Schmitt, zochitikazo zimapezedwa polimbikitsa wolandira ndi nambala za tr zochitika zomwe zimaloza kumagulu okhudzidwa ndi okhudzidwa omwe atchulidwa pamutuwu : Kumverera (kuzindikira), Kuzindikira (zomverera ndi malingaliro), Ganizirani (gawo lachidziwitso ndi kulenga), Act ( zochita m’moyo weniweni, ndi zisankho zomwe mtundu ukhoza kukopa) ndi Relate (kugwirizana ndi filosofi yamtundu).
