Zaka zoposa 25 pambuyo pake, malonda achigawenga tsopano ali wamba monga malonda a wailesi ndi kunja.
Nazi zina mwa njira zambiri zomwe mungalengeze pazinthu zosakhala zachikhalidwe:
- Kugulitsa kwachinsinsi - malo osokoneza malonda
- Kutsatsa malonda - kuyanjana ndi mankhwala
- Kugulitsa zamatope -kugulitsira dzanja
- Bwezerani Graffiti - malonda oyeretsa ozungulira
- Malonda ogulitsa - pogwiritsa ntchito malo ochezera a pa Intaneti
- Kutsatsa malonda - mawu amalonda
- Kugwiritsa ntchito malonda - kumagwira ntchito yodzipereka
- Misonkhano Yachilengedwe
- Yembekezani malonda - nthawi ndi pamene akuyembekezera
Komabe, ndi kutchuka kwa njira iyi yotsatsa kumabwera wogula wodzaza ndi mauthenga a malonda . Mu 1984, kuona malonda mumtsinje kapena m'mphepete mwa msewu kunali kopambana. Simungawathandize koma zindikirani. Tsopano, ogula ambiri ali odwala kwambiri chifukwa cha bombardment ad adakumana nazo tsiku ndi tsiku kuti machenjerero awa ndizosautsa pang'ono. Kwa ena, iwo akunyoza.
Koma izi sizikutanthauza kuti malonda achigawenga afika pamapeto.
Ayi. Jay Conrad Levinson anali wolondola; Ndi njira yosangalatsa yogwira chidwi, ndi malingaliro, a omvera anu omvera. Inu muyenera kungochita izo molondola. Ndipo izi zikutanthauza kuti tisamangoganizira mozama zina mwazimene zidayikidwa mu bukhu la zamalonda ndikugwiritsanso ntchito, koma ndikudziwa kuti ndi njira iti yomwe simukugwiritsanso ntchito.
Mfundo Zachikhalidwe za Guerrilla Zabwino
Pamene linatulutsidwa mu 1984, Guerrilla Marketing inali yopondereza. Nthawi zimasintha. Malamulo akusintha. Ndipo zinthu zina zimakhala zofanana. Lingaliro lalikulu la Levinson linali lakuti malonda abwino samayenera kulipira kalikonse. Zingakhale zogwira mtima kwambiri ngati zili mfulu, pogwiritsira ntchito zofalitsa za uthenga kuti ndikufalitseni uthenga. Izi zikugwiranso ntchito lerolino, ndipo wogulitsa wa savvy angagwiritse ntchito bwino nkhaniyi kuti apereke chithandizo kwa bwanayo.
Chitsanzo ichi, cha Amelie Company, Denver, chinapangitsa anthu asanu ndi limodzi kuti adziwitse ndi 3D zolemba zomwe zikuwonetsa kuwonongeka. Makina onse akuluakulu amtundu wamtunduwu adalitenga.
Malamulo ena a malonda achigawenga omwe ayenera kupitilizidwa ndi awa:
- Ziyenera kukhazikitsidwa pa maganizo aumunthu m'malo mozindikira, kuweruza, ndi kulingalira.
- M'malo mwa ndalama, malonda oyambirira a malonda ayenera kukhala nthawi, mphamvu, ndi malingaliro.
- Chiwerengero chachikulu choyesa bizinesi yanu ndi kuchuluka kwa phindu, osati kugulitsa.
- Wogulitsayo ayenera kuganiziranso za maukwati atsopano angapo amapangidwa mwezi uliwonse.
- Pangani chikhalidwe chabwino ndi kuika maganizo pachimake mmalo moyesera kusiyanitsa powapatsa zinthu zambiri ndi mautumiki osiyanasiyana.
- M'malo moyang'ana pa kupeza makasitomala atsopano, funani zambiri, kutumizirana zambiri ndi makasitomala omwe alipo, ndi kugulitsa kwakukulu.
- Musaiwale za mpikisano ndipo muganizire zambiri pazochita ndi bizinesi zina.
- Ogulitsa zigawenga ayenera kugwiritsa ntchito njira zamalonda zochitira malonda.
- Gwiritsani ntchito zamakono zamakono monga chida chomanga bizinesi yanu.
- Mauthenga ali ndi anthu kapena magulu ang'onoang'ono, ochepa, abwino.
- Amaganizira za kupeza chilolezo cha munthuyo kuti awatumize zambiri zambiri m'malo moyesera kugulitsa.
Koma lingaliro la Levinson liyenera kusinthidwa. Ic:
Makampani opanga ndondomeko ya zigawenga akukonzekera makamaka bizinesi ndi amalonda.
Kuyambira ali wamng'ono, malonda achigawenga anali otsogolera makamaka kwa bizinesi yaying'ono ndi amalonda. Levinson anali kulondola panthawiyo. Koma tsopano, mabungwe ambiri akuluakulu akugwiritsa ntchito malonda akugulitsa, kuphatikizapo Nike, Apple, Proctor & Gamble, Nestle, AT & T, ndi Sony.
Sindidali dziwe lodzaza nsomba zazing'ono.
Koma mosasamala kanthu za nthawi, kasitomala, chida, utumiki kapena malo, mawu awa a Levinson adzakhala ofunika kwambiri. Sikuti amangogulitsa malonda, koma kulankhulana kulikonse pakati pa kampani ndi wogula:
"Kuti agulitse mankhwala kapena kampani, kampani iyenera kukhazikitsa chiyanjano ndi kasitomala. Iyenera kumanga chidaliro ndi chithandizo. Icho chiyenera kumvetsa zosowa za makasitomala, ndipo ziyenera kupereka mankhwala omwe amapereka madalitso olonjezedwawo."