BTL - Iyini? BTL ezokukhangisa - kuyini? Izinzuzo esemqoka BTL ezokukhangisa

Umqondo ihlanganiswe ukumaketha nokuxhumana ngokubaluleka kuthandwa. Kuhlanganisa kokubili bendabuko advertising umkhankaso - ATL ezokukhangisa futhi BTL-ekukhulumisaneni zobudlelwano nomphakathi. Uma konke ecacile ne ukukhangisa zakudala BTL - Iyini?

ukubeka umugqa

Amagama ATL futhi BTL uvele cishe phakathi nekhulu lama-20. Cishe abaningi baye bezwa indaba umholi at basayine isabelomali ukukhangisa, kuhlanganise izindleko yokusabalalisa namasampula omkhiqizo khulula futhi iqoshwe izindleko zabo eziyisisekelo ngaphansi dash. Ngokusho kwale nganekwane, futhi Kwaba khona ukwahlukana phakathi "ngaphezu line" futhi "ngaphansi komugqa". Ukuze ATL izindleko izindleko ezihlobene nokubekwa Imininingwane yokukhangisa kwabezindaba. Ingabe kuyithelevishini, emsakazweni, ukukhangisa ongaphandle, wabezindaba. Ngu BTL sihlanganisa izindlela ezihlukahlukene yokuthengisa ukukhuthazwa. Izindleko kulesi siqondiso kubalwa kusukela isabelomali ingqikithi ukuqaliswa zokuxhumana nokumaketha. Nokho, kukhona nokuthambekela kwezinhliziyo ukuhanjiswa isabelomali BTL kusuka esigabeni asalile ayinhloko.

BTL-umkhakha

BTL - Iyini? Igama elithi lesiNgisi elisetshenziselwa ukuchaza zokuxhumana ukumaketha kuncike isimiso kumiswa kanti nabantu abahlosiwe. I kuhunyushwa «ngaphansi komugqa» kusho "ngaphansi komugqa". Kuyinto ezicashile yithuluzi, kuhlanganise yokuthengisa ukukhuthazwa, nokubekwa pos-izinto, merchandising, imeyili eqondile, isisusa amaphromoshini kumakhasimende kanye nabasebenzi iketango zokuhweba. Kukholakala ukuthi BTL-ukukhangisa okubhekiswe kakhulu futhi sivumele ukuba adlulisele isikhalazo ukuthenga noma yimuphi omunye umlayezo yokukhangisa ngqo sokugcina umthengi ngabanye. Ngokuvamile ucingo ngabanye kakhulu, futhi BTL ukusebenza, njengoba umthetho, endaweni ukudayiswa noma indawo ngesinqumo kuthenga.

BTL eRussia

Ukuphumelela bendabuko zokukhangisa abezindaba kancane kancane, okuholela ekwandeni umsebenzi BTL-izenzo ukuthuthukisa ikhwalithi umkhakha nokukhuphula isabelomali ukuze bafeze imisebenzi asetshenzisiwe. ATL- futhi BTL ezokukhangisa ezidla isabelomali iklayenti sika. Izinkampani eziningi Russian uncamela ukubambisana inethiwekhi ejensi ukudala amaphrojekthi ndawonye. Ngoba iqukethe wonke umnyango wombuso - kuyabiza futhi ngeke usebenze. Futhi ezinye awazi ngisho ukuthi BTL-project ngaphakathi bonke BTL - Iyini? amazinga Corporate ebizela othile lwetidzingo Agency, kuhlanganise nalezo eziphathelene ubunjalo imisebenzi eqhubekayo yokukhangisa.

Izizathu ukuthandwa BTL

Abathengi ayabaluleka bazikhandle kakhudlwana futhi unolwazi, kudingeka baqonde eyabo izimpahla ahlinzekwa, uzithola ukwaziswa okwengeziwe okuwusizo, futhi kwezinye izimo, futhi ukuzama umkhiqizo ahlinzekwa. Konke lokhu inikeza ihlelwe kahle BTL-imicimbi. BTL ezokukhangisa elakhiwe ngqo izethameli eziqondiwe futhi kuhloswe umthengi ekupheleni imikhiqizo bagqugquzela. Ngokusobala, uyothola izinzuzo kuyoba ephakeme kakhulu kunalokho ukukhangisa yendabuko phambili ekukhulumeni kwabezindaba, lapho umyalezo wokukhangisa konke, kungakhathaliseki ukuthi umuntu odinga lo mkhiqizo noma cha.

BTL-umkhankaso

BTL-indlulamithi isebenzisa amathuluzi ezilandelayo ukuthonya umthengi ngasinye: yokuthengisa ukukhuthazwa, ukukhulumisana komuntu siqu, ubudlelwane zomphakathi, merchandising, ukusetshenziswa pos-izinto, umcimbi marketing.

Ukuze umsebenzisi ekupheleni umphathi BTL banganikeza kokuvusayo izindlela ezifana yokunambitha isenzo Ukukhishwa ukuthengwa izipho, uwine-win ilotho, ukusatshalaliswa uphenyo (amasampuli), ukusatshalaliswa pos-izinto. Ukukhuthaza nabathengisi, abathengisi kanye nabasabalalisi Abaqondisi osebenza merchandising. Kuyinto ukubonisa kwezimpahla obala zokubala kanye nokuqapha ukutholakala kwezimpahla emkhakheni yokuthengisa. Futhi ihlelwe izingqungquthela, izingqungquthela, imincintiswano, ama-sweepstake.

Ukuze imisebenzi umcimbi eqondene zihlanganisa nemibukiso, imikhosi, amakhonsathi ukukhuthaza umkhiqizo, brand noma sha phakathi abathengi. Izinyathelo ukwandisa umlingani ukwethembeka futhi ukwazisa mayelana nenkampani. Lokhu cindezela izingqungquthela, izingqungquthela, nemibukiso. Kukhona imicimbi ekhethekile zibandakanya izinhlelo ukuqinisa ngosiko lwase inkampani phakathi abasebenzi. I eliyifa ahlangene imikhosi, umculo othandwayo namuhla, ithimba wokwakha. Ukuthengisa cwaningo azokuqhubela Luhlatiyo abahlanganyeli emakethe, isidingo ukunquma ivolumu, share emakethe. Thola yemakethe.

Amaphromoshini

BTL-amaphrojekthi ngokuvamile zihlanganisa umgqugquzeli umsebenzi, umphathi futhi umphathi iphrojekthi noma umxhumanisi. Kuyoba umgqugquzeli isixhumanisi ezibaluleke kakhulu ngaleli ketanga. Impumelelo umcimbi kuxhomeke ekutheni ukufunde kahle kangakanani abantu bayokwenza umsebenzi wabo ukuxhumana ngqo umthengi ekupheleni, owaqondisa futhi kwenziwe isenzo. Ngakho-ke, ukukhethwa kanye abaqeqeshwayo BTL-ejensi kufanele sinake kakhudlwana.

umphathi umthwalo

Abagqugquzeli iphrojekthi angaphansi umqondisi. It uqaphe umsebenzi wakhe esitolo ngesikhathi isenzo. Njengoba siqondise abathintekayo enhlanganweni zasemsebenzini nalabo abangaphansi, ubuye obangela Izinga eliphakeme lomsebenzi wabo. Induna kubalulekile ukwazi ngokushesha ukuthola indlela yabo esimweni esinzima futhi ngokushesha ukuxazulula izingxabano ezivela

Izibopho umxhumanisi

umphathi Project noma umxhumanisi, nabo abaphathi izitolo zokuthengisa, okuyinto izobanjelwa umcimbi yokukhangisa. Lubhekele ukulethwa zezitsha yokukhangisa, izinto zokukhangisa, lemali edingekayo umkhiqizo zimenyezelwe kanye amasampula yayo. Ngaphezu kwalokho, umxhumanisi uqaphe ukugcwaliswa sokubika izenzakalo. Ngokuvamile, umphathi msebenzi ukuqinisekisa ukuthi Yiqiniso kuhlelwe imisebenzi asetshenzisiwe.

Yini enye engingabuye BTL

BTL-marketing, ngaphezu izingxenye zakudala, sihlanganisa eminye Amathuluzi emnceleni. Izinkundla ukumaketha ngokuvamile libhekisela PR-imisebenzi, kunokuba BTL, nakuba ngesikhathi amaphrojekthi enjalo kwenziwe ukukhuphula ukuhlola okwenziwa abathengi ezingaba entweni zimenyezelwe. Ithuluzi lesibili - lena internet, sms kanye imeyili uhlu. Umgomo wabo - ukuze ufinyelele izethameli esiphezulu. Kodwa kulokhu kukhona ukuxhumana ngqo engicabanga ukuthi angaba yikhasimende.

Uma sikhuluma kwethonya pos-izinto, kulesi simo, umthelela ngeke kuphela kwenzeke okwamanje ngesinqumo ukuthenga kuphela emkhakheni yokuthengisa. Ngosizo eshalofini nabakhuluma, wobblers, ezimibalabala intengo amathegi, Racks yokukhangisa uya ngixhumane ezibukwayo namakhasimende, amehlo abo, elibuye kunomthelela yokuthengisa ukukhula ngenxa ukuthenga ngokubhuduzela.

Amathrendi ukuthuthukiswa

ATL- futhi BTL ezokukhangisa kungokoqobo izinguquko ezithile nge sikhathi. Lapho zinhlekelele kwezomnotho BTL ehlupheka esingaphansi emakethe ukukhangisa zendabuko. Ngenxa yokuthi BTL ivumela ngenani aphansi ukunikeza yokuthengisa esiphezulu. Kukhona ukuthambekela yokuqinisa individualization umsebenzi namaklayenti. Ligcizelela kungasiko umkhiqizo ngokwayo, kodwa kunalokho ku nezidingo zamakhasimende kanye ekuboniseni ukukhathalela umthengi.

Njengomthetho, amakhasimende BTL-izenzo kukhona izinkampani zikagwayi, FMCG, ubuchwepheshe nabathengisi, utshwala, opharetha amaselula, yizinkampani ezithaka imithi. Akudingeki ukuchaza, BTL - Iyini? Nge izipesheli okubhekiswe nemisebenzi yokukhangisa alezi nkampani kukhona mathupha ajwayelekile.

eyenziwa ngempumelelo umkhankaso yokukhangisa hhayi kuphela ukwenza umsebenzi walo eyisisekelo, ezifana ukwanda yokuthengisa esikhathini yomkhankaso ngo-30%, kodwa futhi ahlinzeke nezinye izinzuzo. Njengoba ngesikhathi somkhankaso iyathintwa ngqo nekhasimende ekupheleni, umgqugquzeli Ungakha isithombe esihle lenkampani emehlweni abathengi, zishukumisa ukuthenga eyengeziwe, ukwandisa ulwazi ngomkhiqizo.

Ngalokho ukusebenza ngempumelelo kwezinhlelo isenzo landulelwa onzima ukulungiselela kohlaziyo. Okokuqala udinga ukukhetha ilungelo, onjani ukuzivocavoca imali kuwufanele. Emva ukuhlangana adingekayo Imininingwane isizinda, kuyoba lula ukuba anqume ku BTL amathuluzi. Ngemva lokuqoqa ulwazi, bazibekele imigomo emihle futhi ukugqamisa amaphuzu ayisihluthulelo iphrojekthi esizayo. Luphinde izinsolo izilinganiso iyawakha uhlelo eziningiliziwe umcimbi oluzayo. Loluhlelo luveza umugqa wesikhathi ecacile yephrojekthi. Khetha isikhathi esihle isenzo kuyoba yezimbangela impumelelo. A abasebenzi professional uzoqalisa ukusebenza umkhankaso yokukhangisa ngempumelelo futhi kuzuzwe imiphumela oyifunayo.