Xy Dng Chin Lc Qung Co - P23

Qung co ti hin trng

Loi hnh qung co cui cng ny thng c coi l nhng phng php qung co mang tnh h tr, thay th hoc phi truyn thng do chng mi xut hin mt s nm gn y vi t cch l bin php b xung cho nhng phng php qung co truyn thng. Qung co ti hin trng, cn gi l qung co bn ngoi nh, l loi hnh qung co khng s dng cc phng php qung co truyn thng.

Qung co v xc tin thng mi xut hin ngy cng nhiu nhng ni bt ng. Nguyn nhn ca hin tng ny l do cc phng php qung co truyn thng, c bit l qung co qua ti vi, ang ngy cng tr nn km hiu qu, do vy cc nh marketing ang hng ti cc mi trng khc, v d nh con ngi lm vic, vui chi, tt nhin c ch h i mua sm.

Sau y l mt s hnh thc qung co ti hin trng m cc doanh nghip c th la chn chuyn ti thng ip v thng hiu ca mnh.

Pan: Ngay t nm 1925, cng ty sn xut dao co ru Bruma M qung co mt b phn gm 4 tm pa n ni tip nhau dc theo cc con ng khp t nc:

Hy co du cch mi

Du dng vi ln da

Cc nh thuc u c

co ru Bruma

S thnh cng ca cc tm pa n qung co cc co ru Bruma thuyt phc c cc nh hoch nh marketing rng ngi tiu dng c th nhn ra v ghi nh nhng thng ip n gin c t nhng ni bt

ng. T n nay, cc tm pa n ny c bin i rt nhiu, gi y chng mang nhiu ha tit sc s v mang y tnh bt ng, thm ch c cc hnh nh khng gian ba chiu nhm thu ht s ch . Chng khng cn phi nm ti mt a im duy nht, cc nh marketing c th mua khng gian dnh cho qung co trn cc xe ti, cho chng chy lin tc sut ngy trong khu vc mnh la chn. V d, hng Oscar Mayer c mi nm li cho 6 chic xe Wiener chy khp nc M nhm tng hiu bit v nhn thc ca cng chng v thng hiu ny.

Cc kiu qung co c s dng pa n ny hin nay thy khp ni. Vic qung co trn cc phng tin vn ti

nh xe but, tu in ngm, tu in trong vng nhiu nm chng t c chng l mt phng tin hu hiu tip cn vi tng lp cng chc. Thng hiu Good Year i u trong vic in tn mnh trn nhng qu kh cu nh chim lnh c c bu tri quang ng trong sut 50 nm, nay phi chia s khong khng gian ny vi Faji, Metropolitan life, Block buster video v cc hng khc. Cc nh qung co ngy nay c th mua khong khng gian cc sn vn ng, nh thi u hay c trn thng rc, khung xe p, ni thu ph xe, phng ch hnh l sn bay, y khay gi bng ca mn chi gn, bng video, phim nh trn my bay v ti phng ch:

Cc nh qung co c xu hng t qung co qua in n v ti vi truyn thng nhng v tr bt ng. Cc cng ty vin thng Whittle v cng ty truyn hnh Turner a ti vi v cc chng trnh thng mi vo cc phng ch ca bnh vin, phng i sn bay v cc ni cng cng khc.

Cc hng hng khng gi ay cng a ra cc chng trnh nghe nhn c h tr bi cc phng tin truyn thng (v d, Cng ty Sky Audio America Today v chng trnh khm ph a l quc gia).H cng t nhng quyn ca-t-l ca cc cng ty th tn hng u cnh gh ngi ca khch (v d, Cng ty High Street

Emporium). H thng cc rp ht v chiu phim cng cho chiu nhng on qung co di 30-60 hoc di 90 giy. Sau qung co Pepsi cho nhng ngi n king (Pepsi Diet) xut hin trn bng video b phim Top gun (Tay sng hng u) thnh cng vang di nm 1986, cc nh qung co bt u qung co ln bng video.Nm 1985, hng Blooming dades a 5 trang in qung co cho cc thng hiu nh th thao Calvin Klein v xe hi Lincoln-Mercury vo ca-t-l ca mnh.

Trong nhng nm gn y xut hin v s cch tip xc vi ngi tiu dng ti im mua hng. Qung co trong ca hng bao gm: qung co trn xe y, dy treo

 xe y, trn li i, trn gi treo hng cng nh cch thc trnh by trong ca hng, mu hng sng hay my bn phiu t ng.

Tnh hp dn ca qung co ti a im mua hng l ch, nhiu nghin cu cho rng ngi tiu dng phn ln c quyt nh cui cng cho vic la chn thng hiu i vi nhiu chng loi hng ha ngay ti ca hng. V d, theo mt nghin cu ca Cng ty Actmadia, khi h tin hnh qung co trong 7000 siu th khp t nc th ngay lp tc, h nhn c 70% cc quyt nh mua hng c to ra ngay trong siu th. Vy, cc bin php qung co trong ca hng c thc hin nhm tng

cng s lng kch thch bn cht bt ph hay c k hoch trc ca cc quyt nh trc khi mua hng.

Qung co ngoi tri mt phng thc hiu qu

Qung co ngoi tri l mt phng thc hiu qu v r tin, rt ph hp vi cc doanh nghip nh. Vy ti sao cng ty ca bn khng s dng phng tin qung co ny? Nu bn ang nn k hoch cho mt chin dch qung co v ngh rng qung co ngoi tri l ngoi kh nng ca mnh th bn hy ngh li. Cc thit b phc v cho hnh thc ny v cng phong ph v thng dng. Cc phng tin thng thng, bao gm bin qung co, gh xe but, bin bo tu in ngm, xe but v thnh ca xe

taxil mt phn ca loi hnh tip th c gi l ngoi tri. Hin nay loi hnh ny cn bao gm qung co ti cu lc b sc khe, ca hng, sn bay v cc thanh qung co ti sn bng chy a phng ca bn. V vy, c nhiu phng thc qung co ngoi tri c chi ph va phi v ph hp vi mc ch ca ngi tip th.

Ngy nay, qung co ngoi tri tr nn nng hn bt c thi im no trc y nh c s tin b ca cng ngh. N pht huy nhng hiu qu rt ln trong vic qung b sn phm, thu ht s ch ca ngi tiu dng v s quan tm ca cc doanh nghip. Chng hn nh cng ty Magink t tr s New York ang xy dng cc

bin qung co k thut s trng ging nh bng giy nhng li hot ng nh mn hnh in t, v cng ty qung co ngoi tri ln Lamar Advertising ang chuyn cc bin qung co chnh ca h ti thnh ph Pittsburgh, Cicinnati v Las Vegas thnh cc qung co dng n in t LED. Mc d qung co ca Lamar vi bng qung co thng minh c gi thnh cao hn mt cht, nhng chi ph ca ton b chin dch qung co li thp hn nh khng tn chi ph in n. iu ny nht l cc thng tin qung co dng n LED c th thay i d dng v thng xuyn ty theo thi gian trong ngy hoc thm ch theo kt qu bn hng.