6 Kugulitsa Kumasunthira Kumene Kunagwa Ndiponso Kukuwotcha
Kutsatsa sizowona sayansi. Mukhoza kukhala ndi deta zonse zomwe muli nazo, ndikugwiritsanso ntchito malingaliro abwino kwambiri mu malonda, koma simungathe kufotokoza momwe ntchitoyi idzakhalire bwino. Nthawi zambiri, mabungwe amaika ntchito kutsogolo kwa magulu otsogolera, ndipo amasintha misonkhanoyi molingana. Ngakhale apo, ntchitoyo nthawi zambiri imakhala bwino, koma nthawi zambiri sichitha kuichotsa pakiyi. Ndipo nthawi zina, zimakhala zolephereka kwambiri zomwe zimapweteketsa ndikuwotchera mu mafashoni okongola kwambiri.
Kwa zaka makumi ambiri, mipikisano yina yakhala ikuyimira mutu ndi mapewa pamwamba pa zonse monga zovuta pazifukwa zina. Muzochitika zina zodabwitsa, malonda oipa adathandiza kwenikweni malonda; koma panalibe kuyandikira kuzunzidwa koipa ndi zoopsya zolakwika izi zowonongeka zinabweretsedwera pamakina. Nazi zotsatira zisanu ndi chimodzi mwa malonda aakulu ndi otsatsa malonda nthawi zonse.
1. DiGiorno's Pizza - #WhyIStayed
Nthawi zina tweet yofulumira pa hashtag kapena phunziro lingakhale chizindikiro golide. Mwachitsanzo, taganizirani tweet yotchuka ya Oreo "Mungathe Kudumphira Mumdima," yomwe inalembedwa mu 2013 Super Bowl wakuda. Zinali zopanda kanthu koti zichite, komabe zinapangitsidwa kwambiri kuposa zowonjezera madola mamiliyoni ambirimbiri omwe anawathandiza (kapena, sanatero, malingana ndi nthawi) chaka chimenecho. Komabe, zamasewerawa ndi apa mphindi imodzi ndikupita lotsatira, ndipo nthawi zina zimakhala zovuta. Momwemo, kuchitapo kanthu kena mwamsanga kokwanira kukwera njinga, koma mosamala kuti mutenge tanthauzo ndi tanthauzo.
N'zomvetsa chisoni kuti pizza ya DiGiorno inalumphira pa #WhyIStayed hashtag popanda kumvetsa. #WhyIStayed anali, ndipo akadali, ntchito yowunikira za kuchitiridwa nkhanza m'banja. Ozunzidwa amagwiritsa ntchito zizindikiro ziwiri- #WhyIStayed, ndi # WhyILeft-kuwonetsa zifukwa zambiri zomwe anagwidwa ndi vuto lalikulu kwa zaka zambiri.
Kwa ena, ndi chifukwa chakuti ankadziona kuti ndi opanda pake, kapena ankaopa kuphedwa. Ena, kuteteza ana. Komabe, DiGiorno amalephera kuziwerenga bwinobwino ndipo analemba kuti "mwapatsidwa pizza." Anthu ogontha sankayandikira ngakhale kufotokozera, ndipo chilangocho chinali chofulumira komanso chachiwawa. Zowonjezereka, woyang'anira dera yemwe adayang'anira ntchitoyo adayankha yekha pafoni kuti apepese, pogwiritsa ntchito nkhani ya pizza ya DiGiorno. Zinali zonyansa kwenikweni zomwe zikanapewedzedwa mosavuta ngati masekondi 60 a kafukufuku atha.
2. Kuwala Kwambiri - #UpForWhatever
Ina hashtag, tsoka lina la malonda. Panthawiyi chizindikiro chomwe sanagwiritse ntchito sichidumpha pa hashtag, koma mmalo mwake adalenga yake. Malingaliro, ndi lingaliro losangalatsa; Pambuyo pake, pambuyo pa mowa pang'ono ochepa anthu angavomereze kuti "akuyimirira chirichonse". Ndipo pulogalamuyo inapanga bwino pa lingaliro limenelo, ndi malonda a Super Bowl omwe adapatsa kumwa mowa umodzi wa Bud usiku usiku wake. Reggie Watts, wokonza masewera olimbitsa thupi ndi Minka Kelly, kupita kuphwando ndi Don Cheadle, ndikusewera ping-pong ndi Arnold Schwarzenegger. Zozizwitsa!
Komabe, zinthu zinasintha kwambiri pamene msonkhano wamalonda unayambika mu njira zina.
Pankhaniyi, chizindikiro pa botolo. Mawu akuti "mowa wangwiro kuchotsa 'no' kuchokera m'mawu anu a usiku" mwina amawoneka okonzeka kwa iwo omwe akuwona polojekitiyi. Koma monga mawu okhazikika pa botolo la mowa, amapita ku gawo la kugwiriridwa kwa abambo ndi atsikana oledzera akulowa m'mavuto aakulu. Budweiser adapepesa, ndipo mabotolo okhumudwawo adachotsedwa. Komabe, kuwonongeka kwachitidwa.
3. Coca-Cola - Watsopano Coke
Chaka cha 1985. Nkhondo za cola zili pachimake, ndipo Pepsi ndi Coke anali akutsatira malonda. Pepsi Challenge inali kuwatsimikizira anthu kuti amasankha kukoma kwa Pepsi ku Coke mu kuyesa kosavuta, ndipo izi zimadetsa nkhawa anthu a Coca-Cola. Ndipotu, zinawadetsa nkhaŵa kwambiri moti anasankha kusintha mtundu wa zaka 100 wa mankhwalawo, akuyambitsa New Coke kudziko mu April wa 1985.
Koma deta inali yolakwika. Inde, anthu poyamba ankakonda kukoma kwa Pepsi ku Coke mu test test. Koma mwachidule, anthu ambiri amakonda kumwa mankhwala a Coke osakaniza pang'ono akamamwa moyenera. Chisankho cha Coke chokoma chakumwa chosautsa.
Mamiliyoni a madola akhala akugwiritsidwa ntchito pa kukonzanso, phukusi latsopano, ndi malonda a malonda. Ndipo izo zonse zinali zopanda pake. Ndipotu, izi zinasokoneza chifaniziro cha kampaniyo, ndipo Pepsi anapeza chiwonongeko cha tsoka la New Coke. Patapita miyezi ingapo, mu July, Coca-Cola adalengeza kuti adalakwitsa kwambiri, ndipo Coke wakale anali kubwerera. Anthu ena amaganiza kuti chinali chonyenga kuti anthu akonde Coke kachiwiri, koma ndi ndalama zambiri zowonongeka, ndi tsatanetsatane pa chithunzi cha kampani, zomwe siziri choncho.
4. Starbucks - Kulimbana Pamodzi
Mtsogoleri wamkulu wa khofi dzina lake Howard Schultz ndi munthu wochepetsetsa kwambiri. Ndipo kwa zaka zambiri, wakhala akugwirizana nawo pamitu yotsutsana, kuphatikizapo kukwatirana ndi amuna kapena akazi okhaokha. Kotero izo sizinkawoneka ngati kuthamanga kwakukulu kuti zilowe muchitetezo chogonana. Zonsezi zinasankhidwa ndi chiwonetsero cha tsamba lonse mu New York Times, ndi malonda osasunthika onse omwe ali ndi mawu akuti "Kodi Titha Kugonjetsa?" Ndi "RaceTogether," komanso chizindikiro cha kampani. "Cholinga cha Starbucks chinali chiyani?" Chinali m'maganizo mwa onse omwe adawona malondawa. Zinakhala zoonekeratu posachedwa, ngati mutayendera nyenyezi zilizonse, kuti mndandandawu ukufuna kuti uyankhule ndi makasitomala awo za ubale wa ku USA.
Pambuyo pazithunzi, Schultz anali akugwira ntchito ndi antchito kwa miyezi yokhudza nkhaniyo, ndipo adawalimbikitsa kuti akambirane nkhani zokhudza mafuko ndi makasitomala. Kulakwitsa kwakukulu. Mukapita ku Starbucks, mumafuna kofi yamphongo komanso mwinamwake chotukuka. Simukufuna kukumana ndi a barista amene akukufunsani momwe mumamvera pamaganizo anu, kapena nambala yosawerengeka ya anthu a ku Africa muno m'ndende. Iyi ndi mutu womwe umakhala wotentha kwambiri kuti uyankhule mochepa, ndipo ukhoza kuyambitsa mavuto aakulu, komanso ngakhale zochita za thupi. Mwamwayi, patangopita masiku asanu ndi limodzi, Schultz anazindikira kulakwitsa kwake komwe adachita ndipo adagonjetsa mpikisanowu.
5. Ford - Edsel
Pa 5 th September, 1957, Ford anatulutsa galimoto yatsopano kwa anthu a ku America. Izi zikanakhala zazikulu. Galimoto yokonzedwa kuti ikhale yopindulitsa kwambiri pa gulu lapakati. Galimoto yokhala ndi kalembedwe, ndikukonzanso. Galimoto yomwe inakweza luso ndi kapangidwe kake. Ndipo Ford anali wodalirika kwambiri m'chilengedwe chake chomwe chinagwedezeka pa $ 250 miliyoni ku ntchito (yomwe ili pafupifupi $ 2.1 biliyoni mu ndalama zamakono). Galimotoyo, ndithudi, ndi Edsel wamkulu. Imeneyi inali mkuntho wokhazikika, chiyembekezero, ndi umbuli. Zonsezi zinayambika ndi magulu otsogolera, ndi zisankho zopanda malire, zomwe zinalinganiziridwa kuti zipeze zomwe anthu a ku America ankafuna.
Koma zodabwitsa, kafukufukuyu sananyalanyaze zojambula zomwe zinali kale kumayambiriro kwa kupanga. Ndiye, panali "chonde anthu onse nthawi zonse" malingaliro, zomwe zimapangitsa 18 kusiyana kwa Edsel kuperekedwa pa kuwunikira. Deta yomwe inasonkhanitsidwa inanyalanyazidwa panthawi ya kugulitsa magalimoto, ndi njira zogwirizana ndi sayansi zomwe zinatayidwa pofuna kukonda zojambula, "kugwiritsa ntchito njira zamalonda". Ndipo ndithudi, zitsanzo zoyambirira zomwe zinakankhira anthu ambiri sizinali zokonzeka. Anali ndi ziphuphu zamtengo wapatali, amamanga mitengo ikuluikulu ndi mitengo, komanso mabatani osiyanasiyana omwe Hulk angakhale nawo. Poonjezera kunyoza, kampaniyo idayesa kusuntha ma Edsel osiyanasiyana m'zaka zingapo zotsatira, koma palibe amene adafuna. Galimotoyi inkatengedwa ngati makina oyipa, ndipo pamapeto a Ford adatayika madola 350 miliyoni (madola 2.9 biliyoni omwe adasinthidwa kuti apite patsogolo) pulojekitiyi.
6. Hoover - Free Flights
Sikuti nthawi zambiri pulogalamu yamalonda imayamwa kwambiri moti imabweretsa makampani awo, koma izi zapadera mu 1992 zinatero. Hoover, ku UK makamaka, ndi dzina lofanana ndi kupuma. Indedi, anthu ambiri amati "akugulitsa" chipinda chokhalamo, m'malo moziyeretsa. Kuzindikira dzina la mtundu umenewu kuli ngati golidi. Kotero inu mukanakhoza kuganiza kuti izo zikhoza kulimbana ndi kanema wa malonda yomwe inali yochepa mu zowerengera zachuma. Komabe, izi zinapititsa patsogolo masamu ena a crummy. Lingaliro linali ili: Hoover anali ndi mndandanda wambuyo wambuyo wa katundu wokalamba womwe unkafuna kusintha, ndi kusintha mofulumira. Kodi mumachotsa bwanji gulu la otsuka oyeretsa mwamsanga? Kuwoneka kowala kwambiri ku Hoover ngakhale njira yabwino kwambiri ndikumapatsira makasitomala ntchito yomwe sakana kukana - tenga matikiti awiri obwereza aulere ku USA pamene mutagula £ 100 ($ 135) ku Hoover.
Ngati mukukuthira mutu wanu kuganiza kuti "ndizochita zamisala, angakwanitse bwanji?" Yankho ndilo, iwo sangathe. Kusinthidwa kwa inflation, izo zingakhale zofanana ndi ndalama zokwana madola 236 kuti mupeze madola 1,500 a mtengo wapatali. Kapena, Hoover kwenikweni anali kupereka makasitomala onse pa $ 1,250 kwaulere. Anthu ambiri adasonkhana kuti atenge Malo, ndipo zofunazo zinali zovuta kwambiri kuti kampaniyo igwire. Anthu oposa 222,000 adatha kutenga matikiti oyendayenda, ndipo pomalizira pake, Hoover inali yoposa £ 50 miliyoni ($ 68 miliyoni) lonse. Izi zikhoza kufanana ndi $ 120 miliyoni lero. Kampaniyo sikanatha kupirira mtundu woterewu, ndipo gulu la Britain la Hoover linagulitsidwa ku Candy wopanga Italy. Phunziro lomwe taphunzira pano ... mwinamwake kuyendetsa malingaliro anu malonda kudutsa owerengeka a kampaniyi asanayambe ntchito. Hoover sichinawonongeke konse kuchokera ku debacle.