Isikhangiso siwuhlobo lokuxhumana olusetshenziswa izinkampani ukukhangisa imikhiqizo noma amasevisi azo futhi zinxenxe abathengi ukuthi bazithenge. Ukuze isikhangiso siphumelele, kufanele siqukathe izici ezimbalwa ezibalulekile. Lokhu kuhlanganisa nesihloko, okufanele sidonse ukunaka kwezithameli eziqondiwe; umlayezo oyinhloko, ogqamisa izinzuzo zomkhiqizo noma isevisi; kanye nokubizelwa esenzweni, okukhuthaza umthengi ukuthi athathe isinyathelo esithile, njengokuthenga umkhiqizo, ukuvakashela iwebhusayithi yenkampani, noma ukuxhumana nenkampani. Ngaphezu kwalokho, kubalulekile ukuthi isikhangiso sikhange ngokubukeka futhi sidlulise umlayezo ngokucacile nangokuqondile. Zonke lezi zici zibalulekile empumelelweni yesikhangiso kanye nasekuzuzeni imiphumela efiswa yinkampani.
Izinto ezakha isikhangiso: thola ukuthi ziyini nokuthi zisetshenziswa kanjani ngempumelelo.
Isikhangiso esiphumelelayo sakhiwe izici ezimbalwa ezisebenza ndawonye ukuze zidonse ukunaka kwezithameli eziqondiwe futhi zikhiqize imiphumela emihle yenkampani. Ukwazi ukuthi lezi zinto ziyini nokuthi zisetshenziswa kanjani ngobuchule kubalulekile empumelelweni yomkhankaso wokukhangisa.
Enye yezinto ezibaluleke kakhulu zesikhangiso i umyalezoKumelwe kucace, kube nomgomo, futhi kukhuthaze, kugqamise izinzuzo zomkhiqizo noma isevisi enikezwayo. Ngaphezu kwalokho, umlayezo kufanele uhambisane nezilaleli eziqondiwe, kucatshangelwe izidingo nezifiso zabo.
Esinye isici esibalulekile yi- isithombeIsithombe esinomthelela nesihambisanayo singadonsa ukunaka kwezithameli futhi sivuse intshisekelo kulokho okunikezwayo. Kubalulekile ukukhetha isithombe esihambisana nomlayezo wesikhangiso futhi esibukekayo.
A biza esenzweni futhi iyingxenye ebalulekile yesikhangiso. Kufanele ikhuthaze izethameli ukuthi zenze okuthile, njengokuchofoza isixhumanisi, ukuthenga, noma ukuxhumana nenkampani. Ukubizelwa esenzweni okuklanywe kahle kungakhuphula kakhulu izinga lokuguqulwa kwesikhangiso.
Ukwengeza, kubalulekile ukucabangela layout kwesikhangiso. Isakhiwo esihlanzekile, esihlelekile, futhi esifundeka kalula singaba nomthelela ekusebenzeni komkhankaso wokukhangisa. Kubalulekile futhi ukucabangela imibala, amafonti, nezinto ezibonakalayo ezizosetshenziswa esikhangisweni.
Okokugcina, ukuhlukaniswa kwezithameli kungenye into ebalulekile yesikhangiso esiyimpumelelo. Ukuqonda iphrofayela yezethameli eziqondiwe kukuvumela ukuthi uqondise umkhankaso wakho ngempumelelo kakhudlwana, kwandise amathuba okuthola imiphumela oyifunayo.
Ngamafuphi, izinto ezakha isikhangiso esiphumelelayo ngumlayezo, isithombe, ukubizelwa esenzweni, isakhiwo, kanye nesegimenti yezethameli eziqondiwe. Ngokusebenzisa lezi zici ngobuchule, ungakha izikhangiso ezinomthelela futhi ukhiqizele inkampani yakho imiphumela emihle.
Izinto ezi-5 ezibalulekile zokukhangisa: thola ukuthi ungawakha kanjani umkhankaso ophumelelayo.
Uma kuziwa ekudaleni isikhangiso esiphumelelayo, kubalulekile ukukhumbula izici ezinhlanu ezibalulekile zokukhangisa. Lezi zinto zibalulekile ekuqinisekiseni ukuthi umkhankaso wakho ufinyelela izethameli eziqondiwe futhi uzuza imiphumela oyifunayo.
Isici sokuqala yi- umyalezoUmlayezo kufanele ucace, ube mfushane, futhi uhehe. Kufanele idlulisele izinzuzo zomkhiqizo noma isevisi ngendlela ekholisayo nekhangayo.
Isici sesibili yi- izethameli eziqondiweUkwazi izethameli zakho eziqondiwe kubalulekile ukuze uqondise ngempumelelo umlayezo wakho. Ukuqonda izidingo, izifiso, nokuziphatha kwababukeli bakho kubalulekile empumelelweni yomkhankaso wakho.
Isici sesithathu yi- isiteshi sokuxhumanaUkukhetha isiteshi esifanele ukuletha umlayezo wakho kubalulekile. Kungakhathaliseki ukuthi ngezikhangiso eziphrintiwe, izikhangiso ze-TV, inkundla yezokuxhumana, noma ukumaketha kwedijithali, kubalulekile ukukhetha isiteshi esifinyelela kangcono izithameli zakho.
Isici sesine yi- design. Idizayini yesikhangiso kufanele ihehe futhi ibe nomthelela. Imibala, izithombe, ne-typography kumele kukhethwe ngokucophelela ukuze kudonse ukunaka kwezithameli futhi kugqanyiswe umlayezo oyinhloko.
Isici sesihlanu yi- isenzo. Isikhangiso kufanele sifake ukubizelwa esenzweni okucacile nokuqondile, ukukhuthaza izethameli ukuthi zenze okuthile, njengokuthenga umkhiqizo, ukuvakashela iwebhusayithi, noma ukusithinta.
Ngokucabangela lezi zici ezinhlanu ezibalulekile zokukhangisa—umlayezo, izethameli eziqondiwe, isiteshi sokuxhumana, idizayini, nesenzo—uzobe usendleleni eya ekwakheni umkhankaso ophumelelayo ofinyelela imigomo yakho yokumaketha.
Izici ezibalulekile zesikhangiso: yini engeke ishode ekusakazeni kwaso.
Izikhangiso ziyithuluzi elinamandla lokuphromotha imikhiqizo namasevisi, kodwa kufanele ziqukathe izici ezithile ukuze kuqinisekiswe ukusebenza kahle kwazo. Kunezici ezithile ezibalulekile okufanele isikhangiso esiklanywe kahle sibe nazo.
Okokuqala nje, isihloko esinomthelela kubalulekile ukuthatha ukunaka kwezithameli eziqondiwe. Isihloko kufanele sibe sifushane, sibe nenhloso, futhi ngokushesha sivuse intshisekelo yomfundi. Ngaphezu kwalokho, isithombe noma ividiyo ekhangayo Kubalulekile futhi ukugcwalisa umbhalo nokwenza isikhangiso sibonakale futhi sihehe.
Esinye isici esibalulekile umlayezo ocacile noqondileIsikhangiso kufanele sikhulume ngokukhululekile ngezinzuzo zomkhiqizo noma isevisi, sigqamisa ukuthi yini eyenza uhluke futhi uhlobane kumthengi. Ngaphezu kwalokho, ukubizelwa esenzweni kubalulekile ukukhuthaza umphakathi ukuthi uthathe isinyathelo, kungakhathaliseki ukuthi ukuthenga umkhiqizo, ukuvakashela iwebhusayithi, noma ukuxhumana.
Ekugcineni, ulwazi lokuxhumana Lezi futhi izici ezibalulekile esikhangisweni. Kubalulekile ukuthi umphakathi wazi ukuthi ungaxhumana kanjani nenkampani uma unemibuzo noma ufuna ukuthenga. Kubandakanya inombolo yocingo, ikheli le-imeyili, noma iwebhusayithi kubalulekile ukuze kube lula ukuxhumana nabathengi.
Ngamafuphi, isikhangiso esiphumelelayo kufanele sibe nesihloko esinomthelela, isithombe esikhangayo, umlayezo ocacile, ukubizelwa esenzweni, kanye nolwazi lokuxhumana. Ngokuqinisekisa ukuthi lezi zinto ezibalulekile zikhona, wandisa amathuba esikhangiso esiyimpumelelo esikhiqiza imiphumela emihle ebhizinisini lakho.
Okuqukethwe yisikhangiso: izici ezibalulekile zokuheha ukunaka kwezithameli eziqondiwe.
Isikhangiso esiphumelelayo kufanele siqukathe izici ezimbalwa ezibalulekile ukuze sihehe izethameli eziqondiwe futhi sidale intshisekelo emkhiqizweni noma kusevisi enikezwayo. Izici ezibalulekile zesikhangiso zifaka isithombe esimangalisayo noma ividiyo, isihloko esihehayo, incazelo ecacile nekholisayo, kanye nokubizelwa esenzweni.
Isithombe noma ividiyo yinto yokuqala edonsa ukunaka kwababukeli futhi kufanele ihambisane futhi ihehe ukuze kuvuse intshisekelo. Isihloko kufanele sibe ehehayo futhi ufingqe inzuzo eyinhloko yomkhiqizo noma isevisi enikezwayo. Incazelo kufanele ibe umgomo futhi igqamise izici ezihlukile zomkhiqizo, ibonise ukuthi ungayixazulula kanjani inkinga noma uhlangabezane nesidingo sezithameli eziqondiwe.
Ukubizelwa esenzweni kungenye into ebalulekile, njengoba iqondisa izethameli kulokho okufanele zenze ngokulandelayo, noma ngabe ukuthenga umkhiqizo, ukucela ikhotheshini, noma ukuxhumana nenkampani. Ukwengeza, kubalulekile ukufaka imininingwane yokuxhumana, njengenombolo yocingo, ikheli le-imeyili, noma iwebhusayithi, ukuze kube lula ukuthi izethameli ezinentshisekelo zifinyelele ocingweni.
Ngokuhlanganisa zonke lezi zici ngendlela evumelanayo neyakheke kahle, isikhangiso cishe singadonsa ukunaka kwezithameli eziqondiwe futhi sikhiqize imiphumela emihle yenkampani yokukhangisa. Ngakho-ke, kubalulekile ukutshala imali ekudaleni izikhangiso ezigqamayo nezixhumanisa ngempumelelo izinzuzo zomkhiqizo noma isevisi enikezwayo.
Yiziphi izici zesikhangiso?
Os izici zesikhangiso iphoyinti lechashazi, isithombe esiyinkomba, unhlokweni, umzimba, ukubizelwa esenzweni, ulayini wokuthenga, nolwazi lokuxhumana.
Ngokuvamile, zonke izimakethe, kungakhathaliseki ukuthi ziphrintiwe, amabhodi ezikhangiso, amapheshana noma imidiya ye-audiovisual, inezici ezifanayo.
Ukufeza lokhu, izikhangiso kufanele zethule ulwazi olufushane, olufushane, olusebenzayo futhi, ngaphezu kwakho konke, oluqinisekisa kakhulu.
Yiziphi izici ezakha isikhangiso?
Uma ukukhangisa kuhlelekile futhi kuhambisana kakhulu, kuba nomthelela omkhulu emphakathini, okuvumela ukuthandwa komkhiqizo noma isevisi ethuthukiswayo.
Isikhangiso sinezici ezithile ezibalulekile zokuqinisekisa ukusebenza kahle kwaso. Okulandelayo yizici ezibalulekile zalolu hlobo lokukhangisa:
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Umusho omfushane futhi ohlaba umxhwele kakhulu, ofana nesihloko, esethula okuqukethwe okuvezwe emlayezo wokukhangisa.
Umaka, futhi njengomaka, ngokushiwo kwawo ngesiNgisi, ufingqa ingqikithi yokuthengisa futhi ukhuthaze ukuqhubeka kwemininingwane yakhona.
Isithombe esiyisethenjwa
Isithombe esiyisethenjwa siwukusetshenziswa kwelogo (ilogo yomkhiqizo), izithombe eziqondiswe kumlayezo wokukhangisa noma zombili izinsiza ngokuhambisana.
Ilogo iwuphawu olubonakalayo lwenkampani noma lomkhiqizo futhi ithuthukisa inkumbulo yomkhiqizo ekwazisweni okungaphansi komthengi.
Lolu hlobo lokukhangisa luphinde lube nezithombe noma imifanekiso esekela umlayezo wesikhangiso ngombono wokubuka.
Lawa ngokuvamile amamodeli noma abantu abadumile abathintekayo nomkhiqizo, basebenzisa umkhiqizo noma isevisi ekhuthazwayo.
Unhlokweni
Lesi sigaba sibonisa kafushane futhi kafushane umqondo oyinhloko wesikhangiso. Isihloko singenye yezinto ezihlaba umxhwele nezihehayo zesikhangiso.
Ukuthi ikhasimende elinamandla liyaqhubeka noma cha ukuhlola umlayezo wokukhangisa ngokuningiliziwe kuncike kakhulu esihlokweni. Ngokuvamile kuba phezulu esikhangisweni, futhi okuqukethwe kwakho kufanele kuvuse ilukuluku lomthengi.
UCorpo
Lena inhliziyo yokuthengisa. Izinzuzo zokuhle ezithuthukisiwe noma isevisi zichazwe kabanzi emzimbeni. Empeleni, ifinyeza ulwazi oluthakaselayo kumfundi.
Okuqukethwe komzimba wesikhangiso kuyisici esibalulekile ekuqiniseni inhloso yokuthenga yabathengi. Lesi sigaba kufanele sihambisane nephoyinti lechashazi lesikhangiso.
Bizela esenzweni
Uma okungenzeka ukuthi ikhasimende selincengwe ngezinto ezingenhla, ukubizelwa esenzweni kubonisa ngokucacile okufanele kwenziwe ukuze kutholwe okuhle noma isevisi ephromothiwe.
Kulesi sigaba, imishwana yesitayela esilandelayo isetshenzisiwe: "Shayela manje!", "Umnikelo uvumelekile kuze kube sekupheleni kwenyanga", "Thenga manje", njll.
Isikhala
Isiqubulo ibinzana lesiginesha yomkhiqizo, ngokuvamile ehlakaniphile futhi ekhumbulekayo. Ngokuvamile ihambisana nelogo futhi isebenzela ukuqinisa isithombe somkhiqizo kubathengi.
Ulwazi lokuxhumana
Umkhangisi uhlinzeka ngolwazi lokuxhumana ukuze uma okungenzeka ikhasimende linemibuzo noma iziphakamiso mayelana nokuhle okuphromothiwe noma isevisi, kuzobhekwana nazo ngendlela engcono kakhulu.
Le ngxenye ihlanganisa izinombolo zocingo, amakhasi ewebhu, ulwazi lwenkundla yezokuxhumana, njll.
Izinkomba
- Umhlahlandlela omfushane wezinto okufanele ukuhweba okuhle kube nazo (2015). Ithathwe ku: merca20.com
- Brookins, M. (n.d.) Izingxenye Ezinhlanu Zesikhangiso. Izwi likaHouston. Houston, USA. Ithathwe ku: pyme.lavoztx.com
- Yiziphi izingxenye zentengiso? (n.d.). Kubuyiswe ku: clickprinting.es
- Neira, A. (2014). Izici ezibalulekile zesikhangiso. Kubuyiswe ku: imagenios.com
- Pereira, J. (2014). Isikhangiso kanye nezakhi zaso. Kubuyiswe ku: mercadeo.com