Ziphumelela njani iimpawu ze-e-commerce? Chaza iimfihlo zempumelelo yebhrendi kwaye uncede ugqame kukhuphiswano lwebrendi

Ingaba uphawu luphumelela njani kukhuphiswano oluqatha lwemarike? Sikutyhilela amacebo angundoqo okuphumelela kwebhrendi, kuquka nendlela yokwenzaUkubekwa endaweni, ukutsala abathengi, ukwakha ukunyaniseka kunye nezinye izinto eziphambili ukukunceda ukuba ukhokele ngokulula kwindlela yokubeka uphawu.

Vumela uphawu lube lukhetho lokuqala lwabasebenzisi kwaye luphucule impembelelo yalo kunye nokhuphiswano lwentengiso!

Abaphathi abaninzi bafuna ukwakha uphawu, kodwa ngaba uyayazi intsingiselo yokwenyani yophawu?

Ngaba ukhe waqaphela ukuba abaphathi abaninzi bathetha "ngokwakha uphawu"? Ngelishwa, ukuqonda kwabo ubukhulu becala "kukwenza ngathi" kwaye akuchukumisi undoqo wophawu.

Oku kungaqondani kufana nokuzama ukukhulisa umthi omde ngaphambi kokuba ukhethe umhlaba ngaphambi kokuba utyale lo mthi!

Brand eneneni isiphumo "win", hayi unobangela "win".

Yintoni undoqo wophawu?

Abaphathi abaninzi bakholelwa ukuba okoko nje betyala imali eninzi kwiintengiso, ubudlelwane boluntu, kunyeuKhuthazo lweWebhu, uphawu luya kusekwa ngokwemvelo. Oku kukungaqondi kakuhle malunga neempawu.

Uphawu lokwenyani alwenziwa ngobusuku, kodwa lwakhiwe ngokuhamba kwexesha kunye nenkonzo.

Uphawu = inkonzo

Isiseko sophawu kukuzibophelela kwenkonzo: khonza iqela labathengi kakuhle, kwaye ekugqibeleni ubenze bakukhethe ngokuzithandela kwaye babe ngabathengi abathembekileyo.

Olu khetho lunemiqathango: ungowona khetho lwabo lungcono kule ndawo.

Ke ngoko, undoqo we-brand ayingowona mfutho uphezulu, kodwa umgangatho wenkonzo yendalo. Ngaphandle kwenkonzo egqwesileyo, uphawu liqokobhe elingenanto.

Uphawu = Amava oMthengi

Amandla e-brand akaxhomekeke kwiminqweno yomphathi, kodwa ivela ekuqaphelisweni kwabathengi.

Ngamanye amazwi, ukubunjwa kwe-brand kubangelwa ukwaneliseka kwabathengi. Ngasemva kwebrand elungileyo kukho abathengi abanelisekileyo kunye namava amnandi.

Ngokuqhubekayo ukuseka ubudlelwane obunzulu bokuthembana kunye nabathengi ngamava enkonzo elungileyo yeyona nto iphambili yophawu.

Ubudlelwane beBrand kunye nabathengi bexabiso eliphezulu

Unokubuza, ekubeni uphawu sisiphumo, siqala phi? Impendulo ilula: fumana "abathengi bexabiso eliphezulu."

Ngoobani abathengi bexabiso eliphezulu?

Ababizwa ngokuba ngabathengi bexabiso eliphezulu abo bangathengi kuphela ngokuphindaphindiweyo, kodwa bazimisele ukuhlawula ixabiso le-brand. Iimpawu zolu hlobo lwabathengi zicacile:

1. Phinda ukusetyenziswa: Abayi kuthenga kube kanye, kodwa phinda ukuthenga amaxesha amaninzi. Oku kuthetha ukuba bayayithemba imveliso kunye neenkonzo zakho.
2. Ukunyaniseka okuphezulu: Nokuba zivela ezinye iibrand, basazokukhetha kuqala kuba uyibrand abayithembileyo.
3. Ukusasazeka okunamandla: Abathengi abakwixabiso eliphezulu bahlala bezithethi ezithembekileyo zophawu Baza kucebisa ngenkuthalo ibhrendi ukwazisa abantu abaninzi ngayo kwaye bayijoyine.

Indlela yokuchonga abathengi bexabiso eliphezulu?

Qonda iindlela zokuchitha abathengi bakho

Ukuba umthengi uya kwenza izinto ezininzi zokuthenga kubonisa ukunyaniseka kwakhe. Ngohlalutyo lwedatha, sinokujonga abo bathengi bathenge amaxesha amaninzi kwaye baphonononge ngakumbi iimfuno zabo.

Nika ingqalelo kwingxelo yabathengi

Abathengi bexabiso eliphezulu bahlala benika ingxelo ngokuthe ngqo kwiimpawu, ezingancedi kuphela ekuphuculeni iimveliso kunye neenkonzo, kodwa zikwanceda iibrendi ziqonde ngcono imfuno yemarike. Ukuphucula inkonzo yakho ngeengcebiso ezivela kubathengi bexabiso eliphezulu kudla ngokusebenza ngakumbi kunokuthengisa nje.

Yandisa imizobo yabathengi

Iprofayile yomthengi inika ukuqonda okunzulu kweemfuno zabathengi kunye nokukhethwa kokuthenga. Ngale ndlela, izicwangciso zokuthengisa ezichanekileyo zinokwenziwa ngokwezifiso ngokusekwe kwi-portrait, kwaye izixhobo zinokunyuswa ukuze zikhonze abathengi bexabiso eliphezulu.

Isitshixo ekukhuleni kwebhrendi: ukulima okunzulu kunye nokusebenza ngononophelo

Emva kokufumana abathengi bexabiso eliphezulu, ukukhula kophawu akwenzeki ngokukhawuleza.

Ukuphuculwa komgangatho wenkonzo

Inkonzo ngundoqo wophawu. Nje ukuba umthengi akukhethe, yenza konke okusemandleni akho ukuba ugqithise oko bakulindeleyo. Nokuba yingxaki encinci, kufuneka isonjululwe ngokukhawuleza nangempumelelo ukuze abathengi bazive ukuphulaphula kwakho. Ngalo lonke ixesha amava omthengi ephuculwa, imvakalelo yesazisi sophawu iyaphuculwa.

Ukugcina ubudlelwane babathengi

Musa nje ukwenza intengiselwano nganye ibe yintengiselwano yexesha elinye, kodwa yenza intengiselwano nganye ibe nzulu kubudlelwane. Ngonxibelelwano lwemihla ngemihla kunye nokhathalelo, njengemibuliso yeeholide, iingcebiso ezintsha zemveliso, izaphulelo ezikhethekileyo, njl.njl., abathengi banokuhlala beziva bexatyisiwe. Vumela iibrendi zibe ngabathengiUbomiinxalenye yesakhiwo sophawu lokwenene.

Ukungaqondi kakuhle kwebrendi: "iimpawu zomgunyathi" ezisebenzisa amandla amaninzi

Iinkampani ezininzi zinomdla kwintengiso enkulu ukusuka ekuqaleni, kwaye zide ziyipapashe nangaliphi na ixabiso. Ngenxa yoko, i-brand yaba yinto eyaziwayo ngobusuku obunye, kodwa amava omthengi awakwazanga ukuqhubeka, okubangele ukuhla kwegama. "Iimpawu zobuxoki" ezinjalo ziya kutsala inani elikhulu labasebenzisi ngexesha elifutshane, kodwa azikwazi ukugcinwa ixesha elide. Igama elithi "Tao", hayi "iTekhnoloji". Ukwakhiwa kwebrendi kuthatha ixesha kwaye akunakufezekiswa nje ngokusukela ukuvezwa kunye nokugcwala.

Uphawu luqokelelo kunye nemvula

Kunokuthiwa into evezwa luphawu ekugqibeleni kubathengi sisiphumo somsebenzi onzima wexesha elide wenkampani kunye nokuqokelela Yinkqubo yokwanelisa abathengi rhoqo kunye nokuphucula iimveliso. Iimpawu azakhiwe ngemali, kodwa "ziphumelele" inyathelo ngenyathelo. Kwaye oku "loyiso" kukuthembela, ukunyaniseka kunye nokuqatshelwa kwe-brand ephumeleleyo phakathi kwamaqela abathengi bexabiso eliphezulu.

Isishwankathelo kunye nesenzo: Ukwakha uphawu lokwenyani

Isiseko sokwakha uphawu silele kwixabiso lomthengi. Amashishini kufuneka alahle ukupakishwa nokunyuswa okungaphaya, abuyele kwiimveliso kunye neenkonzo ngokwazo, kwaye aphathe wonke umthengi njengoyena ubalulekileyo ubukho.

1. Khangela abathengi bexabiso eliphezulu kwaye bakhonze iimfuno zabo. 2. Cokisa iimveliso kunye neenkonzo kwaye uqhubeke nokwandisa amava omthengi. 3. Hlakulela uphawu ngomonde, hlonipha ukhetho lwabathengi, kwaye wenze uphawu lube yinxalenye yobomi babo.

Ingundoqo ye-brand ayikho indlela yokuphumelela imarike, kodwa indlela yokuphumelela iintliziyo zabathengi. I-Brand likhonkco elingabonakaliyo phakathi kwenkampani kunye nabathengi bayo, kwaye lugqatso lomgama omde olusekwe kwintembeko. ** Ke, kwixesha elizayo xa umntu ekuxelela ukuba "yakha uphawu", cinga ngayo, ngaba uyayiqonda ngokwenene intsingiselo yophawu?