Kodi N'chiyani Chinapanga Misonkhano Yotsatsa Ad Adzawonongeka ndi Kutentha?
Tiyeni tikhale achilungamo. Kufalitsa ndi kulonda sikuli ngati ndalama, zojambula, kapena zomangamanga.
Palibe yankho lenileni kapena lolakwika kulenga mwachidule, kapena pempho la kasitomala. Simungathe kunena mwachidule kuti njira iliyonse yothetsera vuto la kasitomala ndi 100% yolondola, kapena ayi.
Zonsezi zimagwirizana ndi zokambirana pakati pa akatswiri mu bungweli, ndi wogula, kuti agwirizane pa zomwe ziyenera kuchitidwa.
Ndipo, nthawi zambiri, zimabweranso kumatope. Mwamwayi, nthawizina malingaliro amenewo ndi OTHANDIZA, kutumiza chizindikiro mu tailspin kwa kanthawi.
Nazi zitsanzo zambiri za malonda ndi malonda a PR amene makasitomala akugwedeza.
McDonald's Hummer Toys (2006)
Aliyense amadziwa kuti zoseweretsa za McDonald zimachokera pa "factor factor". Ana angakonde chidole chaulere chamasana ndi chakudya chamadzulo kapena chakudya chamadzulo, ndipo makolo amavomereza. Kawirikawiri, ndi chidole chomangirizidwa mu chitukuko cha kanema, masewero a kanema, kapena chitukuko china chachikulu cha zosangalatsa.
Komabe, mu August 2006, GM ndi McDonald adagwirizana kuti apereke toyisewera okwana 42 miliyoni okonda kudya . GM inkayembekeza kuti chitukuko chidzathandizira kugulitsa chizindikiro cha Hummer kwa makolo kupyolera mwa ana awo. Webusaiti ya HummerKids ndi malonda atsopano adapangidwira pulogalamuyi. Pa nthawi yomweyi, Hummer adayambitsa pulogalamu yatsopano ya H3.
Simukusowa kukhala wamatsenga kuti mudziwe chomwe chinachitika.
Kusemphana kwapadera kunayambika musanayambe kujambulitsira Hummer. Makolo ndi magulu a zachilengedwe anayamba kunena kuti iwo sakondwera nawo, makamaka popeza makampani awiriwa adavomereza kuti amayesa kugulitsa galimoto kwa makolo kudzera mwa ana awo.
McDonald adayankha nkhaniyi, zomwe zinayambitsa mikangano yambiri.
Tsamba la blog la kampani linati, "Kuyang'ana kupyolera mwa maso a ana, Hummers ochepa chabe ali ndi toyese, osati malingaliro a galimoto kapena gwero la makasitomala a ogulitsa zokhudzana ndi chilengedwe, kutentha kwa mpweya, ndi zina zotero"
Koma pamene abwenzi a blogwa adakanikira pazomwe amalankhulidwe a blog akugawana nawo malingaliro awo, adawona ndemanga zawo zomwe samawonetsa. McDonald akugwiritsira ntchito mosamala njira zina zochepetsera kuti athetsepo malingaliro oipa, omwe amangowonjezera makasitomala. Komanso, owonetsa awa akutsimikiza kuyankhula kukwiya kwawo pa malo ena pa intaneti. Chilakolako choipa ndi chosalungama chinawononga mbiri ya Hummer (yomwe tsopano ili chizindikiro chosafunika), ndi McDonald's.
Inu mukuganiza kuti McDonald's akanaphunzira phunziro lofunika kuchokera ku kulakwitsa kumeneko, koma ayi. Patangotha miyezi ingapo pamene wina adapereka chithunzi kuchokera ku chithunzi cha McDonald's PR. Mu Oktoba 2006, kukwezedwa kuti apatse 10,000 ma MP3 MP3 omwe ali ndi logo ya McDonald ku Japan inayamba povuta pamene abwenzi adapeza ma MP3 awo omwe alibe ufulu komanso nyimbo za Trojan. Pamene iwo amawabudula iwo mu PC zawo, kachilomboka kanabisa mayina awo osuta, mapasipoti ndi zina zapadera ndipo anatumiza deta kwa osokoneza.
Kubwerera mmbuyo mu 2006, pamene kudandaula kwa deta komanso kubala kwadongosolo kunali koyambirira, izi zinali zoyipa kwambiri. Ngati zakhala zikuchitika lero, zikhoza kukhazikitsa mosavuta chigamulo-choyenera choyenera mamiliyoni.
GM's Do-It-Yourself Tahoe Ads (2006)
Kutsatsa kwa okhuta malonda (amadziwanso ngati UGC, kapena User Generated Content) ndizo-mu-njira zamakono zotsatsa malonda. Masiku ano, makampani ndi otsatsa akhala akudziŵa kwambiri za zotsatira zolakwika zomwe zingakhalepo ndi zochitika zamtunduwu. Komabe, kumbuyo kwa chaka cha 2006, zinthu sizinachitike nthawi zonse monga momwe zakhalira.
Mu gaffe ina ya GM, Chevrolet adagwirizana ndi a NBC a Ophunzira m'mwezi wa March 2006 kuti ayambe kukangana pa Chevy Tahoe. Ogulitsa amatha kupita ku malo a Chevrolet apadera, kukonza kanema ndi nyimbo za Tahoe momwe iwo amafunira ndi kuwonjezera malemba kuti adziwe malonda awo a SUV.
Zimamveka ngati lingaliro lalikulu, chabwino? Chabwino, osati ngati mukufuna kuseketsa Tahoe, monga anthu ambiri ankafunitsitsa kuchita.
Posakhalitsa malonda otsutsa-SUV anayamba kutuluka pa tsamba la kampani. Chevrolet, mwinamwake kuyesa kuphunzira kuchokera ku kulakwitsa kwa McDonald's kupangidwa ndi ndemanga ya Hummer, sanachotse malonda oipawo. Ndipo zidakhala zokopa zotsatsa malonda ndi ndemanga zoipa zomwe zinasiya tsatanetsatane wa tahoe. Chibwibwi chinagwedezeka pa intaneti, mpikisanowo wathamangitsidwa ndipo Chevrolet adaphunzira kuti malonda sayenera kutaya nthawi zonse m'manja mwa ogula. Ngati mupatsa anthu zipangizo kuti maonekedwe anu aziwoneka bwino, kumbukirani ... angagwiritsenso ntchito molakwika.
Sony's Black-and White White (2006)
Kugwiritsira ntchito anthu kufotokoza uthenga wakuda ndi woyera ndi mzere wabwino woyendayenda mu malonda. Mapologalamu a United Colors a Benetton achita zimenezi mobwerezabwereza, zomwe zimachititsa kuti azikwiyitsa komanso kukambirana. Koma iwo anali opambana, kwa gawo lalikulu. Komabe, Sony sanali wolemera kwambiri.
M'chaka cha 2006, Sony adadziwa kuti kukhala ndi mkazi wachizungu atagwira mkazi wakuda ndi nsagwada kuti apititse whitestream yake ya Playstation Portable sinali malingaliro abwino kwambiri. Bwaloli linangothamangira ku Netherlands koma kukangana kunayambitsa mikangano padziko lonse lapansi. Ichi chinali kuyesera kunena chiani? Kodi ukugwedezeka ku ukapolo, mwinamwake kunena kuti mkazi wakuda anali mwiniwake wa mkazi woyera?
Poyamba, Sony ankateteza lipoti lake. Kampaniyo inangofuna "kuwonetsa zoyera za chitsanzo chatsopano kapena kusiyanitsa zakuda ndi zoyera." Mwachiwonekere, izo zinali zovuta kwambiri pa Lolemba-mmawa quarterbacking, ndipo palibe amene anali kugula izo. Pambuyo pake, Sony adatsutsa malonda ndi kupepesa. Monga momwe ziyenera kukhalira.
Ubale Wovuta Wovuta wa Intel (2007)
Mwachiwonekere, Intel sanaphunzirepo kanthu kuchokera ku Sony's 2006. Mu August 2007, kampaniyo inadziwika pakati pa kutsutsana pachithunzi chosonyeza munthu woyera atazunguliridwa ndi sprinters asanu ndi limodzi. Izo sizikumveka zoipa kwambiri, mpaka mutasanthula kwenikweni fanolo. Anthu othamanga ndi amdima, ndipo amawoneka akugwada ndi woyera. Uthenga womwe sungapititse patsogolo maukwati.
Zolinga zinachititsa Intel kuchotsa malonda awo ndipo anapempha kupepesa kudzera pa webusaiti ya kampani, kunena kuti cholinga chake chinali "kufotokoza momwe tingagwiritsire ntchito mapulogalamu athu pogwiritsa ntchito chithunzi chowonetsera cha sprinter." Kupepesa kumapitiriza kunena, "Mwatsoka, kupha kwathu sikunapereke uthenga wathu womwe tinkaufuna ndipo panopa sikunaphule kanthu komanso kunyoza."
Mbalame Yoopsya Yolemba Zobisika (2003)
Pamene ma bullogu angakhale chinthu chachikulu cha PR, zingakhalenso tsoka ngati mutayesa kupusitsa ogula. Chamba Choopsya, Dr. Pepper / 7 Up chogulitsa, chinakhala chitsanzo choyambirira cha izi mu 2003.
Kagulu ka anyamata kamene kanalowetsedwa ndikukambidwa mkaka wokongola woweta ng'ombe. Iwo anauzidwa kuti apite ndi kukalemba za chida chatsopanochi koma sanatchule kuti iwo akuuzidwa kuti achite zimenezo. Kampaniyo inkafuna kuti malonda a pakamwa angapangitse mankhwala atsopano kugunda.
Kuperewera kwa zenizeni kumbuyo kwa kugawidwa, limodzi ndi blog ya mascot yachinyengo, kufalikira pa intaneti. Ovuta kwambiri olemba ma bloggers akutsutsidwa, mkaka unagulitsidwa mwachidule mumidzi yochepa yoyesera, ndipo zotsatira zake zinagwedezeka.
Phony PR ya Walmart (2006)
Walmart idzakambiranso mbiri yamalonda ndi blog yabodza. Mu September 2006, Wal-Marting Across America blog inagunda pa intaneti.
Bukuli lili ndi mafilimu awiri a Walmart, dzina lake Jim ndi Laura, omwe adayendetsa RV kudutsa America kuti akalankhule ndi antchito a Walmart. Maulendo awo ndi zochitika zawo zinalembedwa pa blog yawo. Ndi gawo lotani la UGC, kulondola? Cholakwika.
Chimene sichinatchulidwe pa blog chinali chakuti Walmart inamulipiritsa Jim ndi Laura kulemba blog, kulipira RV omwe ankathamangitsa, ndipo ngakhale kukonzekera ulendo wawo. Blogyi inavumbulutsidwa ndipo idasokonezeka mwachinsinsi pa ukonde. P R wolimba Edelman adavomereza kuti chinali chochititsa chidwi cha blog yolemba za Walmart, ndipo patapita nthawi adazindikira kuti Edelman anapanga ma blogs ena awiri.
Ogwiritsira ntchito sakhala njira yopezera bizinesi yawo. Pokhala ndi mabungwe enieni a blog omwe akuyesera kupusitsa ogula, kuwonongeka kwa ma blogs angapangidwe kungakhale kosatha.