Njira zisanu ndi ziwiri izi zopangira kukhulupirika zidzakuthandizani kusintha ogula wamba kukhala olimbikitsa moyo wanu wonse – ndikuwongolera mfundo yanu.
Zofunikira zofunika
- Kukhulupirika kwa Brand ndi kulumikizana kwamalingaliro komwe kumapangitsa kubwereza kugula kuchokera kumtundu wina, ngakhale njira zina zilipo.
- Kukhulupirika kumawonjezera mtengo wanthawi zonse wamakasitomala, kumachepetsa ndalama zogulira, komanso kumapangitsa kukwezedwa kwamphamvu kwapakamwa.
- Kupanga kukhulupirika kwa mtundu kumaphatikizapo kumvetsetsa zosowa zamakasitomala, kugwiritsa ntchito zinthu zopangidwa ndi ogwiritsa ntchito, kusintha makonda onse, makasitomala obwereza obwereza, komanso kupereka chithandizo chamakasitomala. Njira zimenezi zimalimbitsa ubale, zimayala maziko a kukhulupirika kwa nthaŵi yaitali.
Kukhulupirika kwamtundu. Ndi msuzi wachinsinsi womwe umatembenuza makasitomala kukhala mafani omwe amagula malonda anu mobwerezabwereza, kwinaku akufuula kuchokera padenga kuti amakukondani bwanji.
Tiyeni tiyambe ndi tanthauzo losavuta la kukhulupirika kwa mtundu. Kenako tiwona momwe tingapangire kukhulupirika kwamtundu komwe kumawonjezera mtengo wamoyo ndikuwongolera ROI.
Kodi kukhulupirika kwamtundu ndi chiyani?
Kukhulupirika kwa Brand ndi kulumikizana pakati pa mtundu ndi kasitomala komwe kumapangitsa munthu kuti abwereze kugula kuchokera kumtundu wina. Amakhala ndi mtunduwo ngakhale pamene ogulitsa kapena zinthu zina zingakhale zotchipa kapena zofikirika mosavuta.
Mzere kunja kwa Apple Store kuti mupeze iPhone yaposachedwa m’mawa woyamba kupezeka? Ndiko kukhulupirika kwa mtundu mukuchita.
Zinthu za kukhulupirika kwa mtundu
Lingaliro la “ubale” pakati pa ogula ndi chizindikiro ndi pang’ono ethereal. Zomangamanga za ubalewu ndizosavuta kukulunga mutu wanu mozungulira (ndi kuyeza).
Ofufuza Latif et al. perekani dongosolo losavuta la kukhulupirika kwa mtundu kutengera zinthu zinayi:
- Kudziwana. Anthu amazindikira mochuluka bwanji za mtundu wanu (wotchedwanso chidziwitso chamtundu).
- Kukhutitsidwa. Zokumana nazo zoyambilira ndi mtundu wanu ndi malonda.
- Khulupirirani. Zokumana nazo zamakasitomala zazitali zomwe zimatsogolera kukukhulupirirana kwamtundu.
- Kukhulupirika kwamalingaliro. Zolinga zoguliranso ndikupangira mtunduwu kwa ena (omwe amadziwikanso kuti advocacy).
Piramidi yokhulupirika ya mtundu
Piramidi yokhulupirika ya mtundu idapangidwa m’zaka za m’ma 1990 ndi David Aaker, yemwe amadziwika kuti ndi “bambo wa kutsatsa kwamakono.”
Monga momwe zogulitsira zogulitsira zimawonetsera momwe ogula amasinthira posinthira, piramidi yokhulupirika ya mtundu imawonetsa momwe makasitomala amapitira patsogolo kukhala okhulupirika.
Piramidi ili ndi magawo asanu:
- Osintha. Anthu omwe agula malonda anu koma ali ndi mwayi wogula zomwe akupikisana nawo nthawi ina.
- Ogula mwachizolowezi. Anthu amene amagula zinthu zanu mwachizoloŵezi koma akhoza kutengeka mosavuta ndi chinthu china ngati chiri chotsika mtengo kapena chosavuta.
- Ogula okhutitsidwa ndi ndalama zosinthira. Anthu omwe amakhutitsidwa ndi mtundu wanu koma amamatira ndi zinthu zanu chifukwa pali zolepheretsa kusintha (monga kuphunzira kugwiritsa ntchito chida chatsopano kapena nsanja, kapena kugula zingwe zatsopano kapena zowonjezera).
- Ogula omwe amakonda mtundu. Panthawiyi kugwirizana kumakhala kotengeka maganizo, ndipo wogula amakhala wokonda kwambiri mtundu wanu pazifukwa zomwe sangathe kufotokoza momveka bwino (#vibes).
- Ogula odzipereka. Awa ndi anthu omwe ali pamzere kuti agule chinthu chatsopano ikangoyambitsa – amakonda mtundu wanu ndipo sawopa kuwonetsa. Iwo ali ndi maso pa inu ndi inu nokha.
Gwero: Aaker, DA (1991) Kuwongolera Brand Equity. The Free Press, New York.
Chifukwa chiyani kukhulupirika kwa mtundu ndikofunikira?
Ndizodziwikiratu kuti mukufuna kuti anthu asankhe mtundu wanu kuposa omwe akupikisana nawo. Kukhulupirika kwa Brand kumatsimikizira kuti amatero mobwerezabwereza. Koma zimapereka phindu ku mtundu wanu kuposa ndalama zosavuta kuchokera kusungitsa makasitomala ndi kugula kulikonse. Ichi ndi chifukwa chake.
Mtengo wanthawi zonse wamakasitomala motsutsana ndi mtengo wogula
Kupeza kasitomala watsopano ndikovuta (komanso kokwera mtengo) kuposa kugulitsa kwa kasitomala wobwereza.
Ganizilani, mwachitsanzo, za malonda anu ochezera a pa Intaneti. Mukalumikizana kwambiri ndi kasitomala kapena woyembekezera, ndipamene mumatha kusintha zomwe mukufuna. Kuphatikiza apo, mutha kutsata zolinga zakutembenuka (zowonjezera? kudzaza?) m’malo mogwiritsa ntchito kampeni yodziwitsa anthu za CPM.
Kukhulupirika kwa Brand kumakulitsa mtengo wamakasitomala wamoyo wanu wonse. Izi, zimawonjezera ndalama zomwe mungathe kuzigwiritsa ntchito pogula makasitomala ndikuwonjezera ROI ya njira yanu yotsatsa malonda.
Mawu abwino pakamwa (WOM)
Makasitomala okhulupirika amachita zambiri kuposa kungogula okha zinthu zanu. Amagawana chikondi chawo pa malonda anu ndi ena. Atha kupereka mtengo wamtengo wapatali osati kungolemba ndemanga zabwino zamakasitomala komanso mawu apakamwa.
Mawu apakamwa ndiye gwero lodziwika bwino lodziwika bwino pakati pa ogwiritsa ntchito intaneti ku United States. Ndipo zomwe anthu amagawana nawo (mtundu wa digito wa WOM) ndiye njira yamphamvu kwambiri yosinthira kuzindikira kwamtundu.
Momwe mungamangire kukhulupirika kwa mtundu kudzera mu malonda a digito
Monga momwe mudawonera mu piramidi yokhulupirika ya mtundu, makasitomala amakhala okonda kwambiri komanso okhulupirika ku mtundu akamva ngati ali ndi ubale ndi mtunduwo. Inde, monga otsatsa malonda amadziwira, kumanga ubale ndipamene malonda a digito amawala.
1. Phunzirani zomwe makasitomala anu akufuna
Kuti mupange maubwenzi enieni omwe amapanga maziko a kukhulupirika kwa mtundu, muyenera kumvetsetsa omwe makasitomala anu ndi omwe akufuna.
2. Tsatirani zinthu zopangidwa ndi ogwiritsa ntchito (UGC)
Kafukufuku waposachedwapa wofalitsidwa mu Archives of Humanities & Social Sciences Research anapeza kuti UGC “ndichinthu chachikulu chomwe chimapangitsa kukhulupirika kwa mtundu pa TV.”
Mukagawana zomwe zimapangidwa ndi mafani ndi otsatira anu, mumapangitsa kuti otsatirawo azimva kuti ali ndi chidwi ndi mtundu wanu. Kugawana zomwe mumatsatira kumathandizanso kuwonetsa makonda anu kudzera pagalasi lanu. Ndipo kulumikizana ndi zikhalidwe zamtunduwu ndikofunikira kuti mupange maubwenzi ogula odzipereka pamwamba pa piramidi yokhulupirika.
3. Sinthani zomwe muli nazo
Kafukufuku yemweyo adapeza kuti kupanga makonda pazama media ndi “njira yofunika kwambiri yolimbikitsira kukhulupirika kwa mtundu.” Zina mwa njira zomwe zimaperekedwa ndizotsatsa zomwe zimakonda komanso zosinthidwa makonda.
Zida zolembera za AI monga OwlyWriter AI ndizofunikanso pano, chifukwa zingakuthandizeni kupanga mitundu ingapo ya zomwe muli nazo kwa omvera osiyanasiyana. Ingokumbukirani kuti kumanga ubale kumafuna kukhudza kwamunthu, chifukwa chake onetsetsani kuti mwawunikiranso zonse zomwe zathandizira AI kuti muwonetsetse kuti zikugwirizana ndi mawu amtundu wanu.
4. Pewani machimo apamwamba ochezera a pa Intaneti
Kupanga kukhulupirika kwa mtundu kudzera pakutsatsa kwa digito kumafuna kuti muyike omvera anu patsogolo. Inde, ndinu mtundu, ndipo mufuna kutumiza zotsatsa. Koma sizinthu zomwe zimamanga ubale ndi kukhulupirika. M’malo mwake, kutumiza zotsatsira zambiri ndi imodzi mwa njira zapamwamba zotaya otsatira pama media ochezera.
Komabe, vuto lalikulu kwambiri ndikutumiza zinthu zabodza. Omvera a digito akuyang’ana kuti agwirizane ndi ma brand m’njira yomwe imamveka ngati yaumwini. Sangakhale ndi malingaliro a kukhulupirika ngati akuona ngati akutengedwa mopepuka.
Nawa ena onse ochimwa omwe muyenera kupewa poyesa kupanga kukhulupirika kwamtundu pazama TV:
Momwe mungakulitsire kukhulupirika kwa makasitomala omwe alipo
5. Lipirani mafani anu okhulupirika kwambiri
Ntchito yanu siinathe pamene mafani akukhala makasitomala okhulupirika. Koma muyenera kusintha momwe mumagulitsira kwa okhulupirira amtundu awa.
Iwo ali otsimikiza kale za mtengo wa malonda ndi ntchito zanu, ndipo iwo eni alumikizana ndi mtundu wanu. M’malo mowonetsa kufunika kwa mawonekedwe anu ndi mapindu anu, muyenera kuyang’ana pa ubale wanu. Izi zikutanthauza kupanga mapulogalamu opatsa mphotho omwe amazindikira kukhulupirika kwawo.
Izi zitha kukhala zolimbikitsa zosavuta ngati pulogalamu yokhulupirika kwamakasitomala, monga Starbucks Stars kapena mailosi andege. Koma kutsatsa kwa digito kumapangitsanso mwayi wolumikizana m’modzi-m’modzi ndi omwe akukulimbikitsani kwambiri.
Lumikizanani ndi makasitomala okhulupirikawa kuti mupeze njira zogwirira ntchito limodzi, monga ma komiti ogwirizana kapena mgwirizano wotsatsa ndi akazembe amtundu wapamwamba omwe alipo.
6. Limbikitsani gulu lanu lamagulu
Kodi tidzagwiritsa ntchito kangati mawu oti “maubwenzi” mu positi iyi? Kunena zoona, talephera kuwerengera. Koma pali chifukwa chomwe tikulimbikitsira mfundoyi kunyumba. Ubale wamakasitomala ndiwo maziko a kukhulupirika kwa mtundu. Ubale ukasokonekera, kukhulupirika kwa mtundu kumatha kutuluka pawindo.
Mamembala anu amgulu lanu ndi omwe amasunga maubwenzi amenewo. Apatseni mphamvu kuti azitha kucheza ndi omwe akukutsatirani – kwinaku mukusunga mawu ofunikira – popanga malangizo omveka bwino azama media komanso kalozera wapa media.
7. Perekani chithandizo chapadera kwa makasitomala
Izi zitha kupindidwa m’malo am’mbuyomu, koma ndizofunikira kwambiri kuti tingofuna kuzitchula tokha. Machanelo a digito ndi njira yolumikizirana ndi makasitomala komanso chisamaliro chamakasitomala. Muyenera kukhala okonzeka kuyankha anthu panjira zomwe amagwiritsa ntchito kwambiri.
Momwe mungayezere kukhulupirika kwa mtundu
Palibe metric imodzi yoyezera kukhulupirika kwa mtundu, koma pophatikiza ma metric angapo mutha kudziwa bwino kuchuluka kwa kukhulupirika komwe mwapeza.
Mtengo wa chinkhoswe
Izi zimayesa kuchuluka kwa omvera anu omwe amakhudzidwa ndi zomwe mumalemba mwanjira ina (monga, magawo, ndemanga, ndi zina zotero) monga kuchuluka kwa zomwe mumafikira kapena kukula kwa omvera.
Kuchulukirachulukira kukuwonetsa kuti omvera anu akulumikizana ndi mtundu wanu – gawo lofunikira panjira yomanga “ubwenzi” umenewo pakati pa mtundu ndi ogula zomwe zimatsogolera ku chidwi chenicheni cha mtundu.
Voliyumu ndi malingaliro amatchulidwe amtundu
Anthu omwe amakonda mtundu wanu amanena zabwino za inu pa intaneti.
Kutsata kuchuluka kwa zotchulidwa kumakuuzani kuchuluka kwa anthu omwe amalankhula za inu. Kuwonjezera kutsata malingaliro kumakuthandizani kuti mumvetsetse ngati zomwe zanenedwazo ndizabwino kapena zoyipa. M’mawu ena, zimakuthandizani kumvetsa mmene anthu amamvera. Kuchuluka ndi kuchuluka kwa zotchulidwa zabwino zonse ndi mfundo zofunika kwambiri zotsata kukhulupirika kwa mtundu.
Social gawo la mawu
Kuchulukirachulukira komanso momwe mumatchulira zimatsata zomwe mumakambirana pakapita nthawi. Kugawana mawu pagulu kumatsata zomwe mumakambirana nthawi iliyonse poyerekeza ndi omwe akupikisana nawo.
Izi zimakuthandizani kuti mumvetsetse momwe mulili mumakampani ndikuwona kuti ndi anthu angati omwe ali okhulupirika ku mtundu wanu motsutsana ndi njira zina.
Net promotioner score (NPS)
Net promotioner score ndi manambala kutengera kafukufuku wosavuta wa funso limodzi. Funso?
Kodi muli ndi mwayi wotani wopangira mtunduwu (kapena malonda kapena ntchito) kwa anzanu?
Gwero: Imelo yotsatila ya LensCrafters
Mutha kuwagawa m’magulu atatu:
- Otsatsa (chiwerengero 9-10). Izi zikufanana ndi ogula odzipereka komanso okonda ma brand pa piramidi yokhulupirika ya mtundu.
- Zochita (magawo 7-8). Izi zitha kukhutitsidwa kapena ogula mwachizolowezi. Amakhutitsidwa ndi mtundu wanu koma sali okhulupirikabe.
- Otsutsa (chiwerengero 0 mpaka 6). Anthu awa sali ngakhale pa piramidi ya kukhulupirika. Sali okondwa ndi zinthu zina zamtundu wawo.
Kuti muwerengere NPS, chotsani kuchuluka kwa onyoza kuchokera paperesenti ya otsatsa. Ma passives amachotsedwa pakuwerengera.
Mtengo wamoyo wamakasitomala
Mtengo wanthawi zonse wamakasitomala umayesa kuchuluka kwa ndalama zomwe wina azikhala nanu pa moyo wake wonse ngati kasitomala. Ndi metric yomwe imakhudza kwambiri mfundo zanu.
Mtengo wanthawi zonse wamakasitomala wokwera kuposa mtengo wogulira wa chinthu kapena ntchito yanu ukuwonetsa kubwerezanso kugula. Mtengo wanthawi zonse wamakasitomala wokwera kwambiri kuposa mtengo wogulira woyamba umasonyeza nthawi yayitali ya kukhulupirika kwa kasitomala.
Zitsanzo za 3 zokhulupirika (ndi zomwe mungaphunzire kwa iwo)
1. Warby Parker amapulumutsa tsiku
Kotero ine ndimangofuna kunena momwe zilili bwino @WarbyParker ndi momwe adapulumutsira mutu wambiri wodikirira pa magalasi atsopano pamene adatulutsa magalasi anga ndikuwayika m’mafelemu atsopano kotero ndimatha kukhala ndi magalasi nthawi yomweyo.
– EvilMuffins (@Se7enEvilMuffin) Seputembara 28, 2024
Chinachitika ndi chiyani
Makasitomala a Warby Parker adalandira chithandizo chamakasitomala kuposa momwe amayembekezeredwa munthawi yovuta ndipo adagawana zomwe zidachitika pa X.
Zofunikira zazikulu:
- Kuyanjana kulikonse kwamakasitomala ndi mwayi wopanga kukhulupirika kwa mtundu, mosasamala kanthu momwe kasitomala amamvera za mtunduwo poyambira.
- Zolakwa ndi zovuta zimatha kukulitsa kukhulupirika kwa mtundu ngati kuchitidwa moyenera. Nkhaniyi idayamba ndi magalasi osweka a Warby Parker ndipo idatha ndi kufuula kwamtundu komanso kasitomala wokondwa.
- Kulumikizana kwapaintaneti kumabweretsa mwachindunji mawu apakamwa pa intaneti.
2. Starbucks imapangitsa kuti zokonda zanyengo zanyengo zikhale zokhazikika
Chitsime: @Starbucks
Chinachitika ndi chiyani
Starbucks itayambitsa croissant yake yophikidwa ngati chinthu chanthawi yophukira chaka chatha, idakhala yotchuka kwambiri ndipo nthawi zambiri imagulitsidwa masana.
Kodi Baked Apple Croissant ndi yotchuka kwambiri?
byu/rstbrst instarbucks
Pamene croissant idabweranso ngati nyengo yakugwa uku, makasitomala adawombera ma TV a Starbucks ndikuwapempha kuti akhale osatha. Starbucks anamvetsera. Kulengeza kwawo zakusinthaku kudakonda pafupifupi 25,000 pa Instagram m’masiku awiri okha, komanso ndemanga zambiri zochokera kwa okondwa – ndi okhulupirika – makasitomala okonzeka kubwereza ogula chinthuchi.
Zofunikira zazikulu:
- Njira zama digito zitha kukhala gwero lalikulu la kafukufuku wamakasitomala, ngakhale pamabizinesi a njerwa ndi matope. Ndi amodzi mwa malo ochepa omwe makasitomala amatha kufikira ndikufunsa zomwe akufuna.
- Pazomwezi: Perekani makasitomala anu zomwe akufuna. Kuchepa kungakhale njira yoyendetsera kufunikira, ndithudi. Koma osati pa mtengo wokhutitsidwa ndi kasitomala. Kupempha kosasinthasintha kwa chinthu china, ntchito, kapena mawonekedwe kumapereka mwayi wotsogolera kukhulupirika kwa mtundu poyankha mwachindunji kwa mafani anu.
3. GoPro amapereka mphoto kwa makasitomala awo okhulupirika
Chinachitika ndi chiyani
GoPro imapereka zovuta zingapo za mphotho, pomwe makasitomala amatha kuyika zithunzi kapena makanema omwe amajambulidwa pazinthu za GoPro kuti azitha kuwonetsedwa pamayendedwe a GoPro kapena kupambana ndalama kapena mphotho za GoPro.
Apa, GoPro idapeza mwayi wogawana chithunzi chokongola cha UGC chomwe chikuwonetsa zomwe malondawo angachite. Makasitomala/wojambula anali wokondwa (“Woooo zikomo aliyense”), ndipo chithunzicho chidakhala ndi zokonda zopitilira 15,000 pasanathe maola 24.
Zofunikira zazikulu:
- Kupatsa mphotho makasitomala okhulupirika kumalimbitsa kudzipereka kwawo ku mtunduwo. Kuchita izi kumawonetsa poyera mafani ena kuti mumathandizira gulu lomwe limakuthandizani.
- UGC ndi njira yotsika mtengo yodzaza chakudya chanu ndikuyendetsa kukhulupirika kwa mtundu popanga zibwenzi.
