10 B quyt t chc s kin thnh cng

Trn thc t, vic kt hp gia mt k hoch chu o, s nh gi cc khon u t vi mc tiu chin lc chnh l gi tr ln nht m khon u t ny mang li cho doanh nghip. Trc ht, bn cn phi xem xt nhng nguyn tc c bn c nh hng quyt nh n s thnh cng ca hot ng t chc s kin, c trnh by mt cch c ng trong 10 nguyn tc nh sau : 1. T chc s kin l kt hp gia Bn hng v Hot ng tip th. T chc s kin l s phi hp n gia cc yu t: hot ng bn hng, qun l thng tin khch hng, quan h cng chng, nghin cu th trng, xy dng nhn hiu v thm nhp th trng. Trn thc t, trong lnh vc tip th, t chc s kin rt gn vi hot ng bn hng ca cng ty. C th ni, n cng na n nh vic bn hng km theo mt mu qung co v mt chin dch PR. Nu hiu hot ng t chc s kin ch n gin l bn hng hoc tip th th chng ta b st nhng yu t quan trng khc ca n. 2. T chc s kin phi l mt thnh phn khng th thiu trong chin lc tip th hn hp. Hy xem vic t chc s kin l mt phn ca chin lc a sn phm ra th trng, bi v nu ch c xem nh mt hot ng ph b sung vo chin lc tip th ca cng ty v mi nm ch lm cho c, n s nhanh chng tr thnh mt khon chi thay v l vn u t. Do vy, doanh nghip cn xem xt chin lc tip th hn hp m cng ty thc hin hng nm iu chnh hot ng t chc s kin ny sao cho c th mang li hiu qu cao nht. Nhng bn cng ng qun mt iu: t chc s kin khng phi lc no cng l mt lc y cn thit v ph hp vi mc tiu kinh doanh ca cng ty. 3. Xc nh i tng khch hng mc tiu. Mc thnh cng ca mt s kin c nh gi thng qua s lng v gi tr ca nhng khch hng m s kin thu ht c, k c nhng khch hng tim nng. i vi mt cuc trin lm thng mi, cho d quy m ca n c tm c n u, bt k bn ra sc to n tng nh th no, n cng s tr thnh v ngha nu xc nh sai i tng khch hng mc tiu. Do , khi chun b t chc mt s kin, bn hy ln k hoch chi tit cho nhng hot ng ca mnh nhm thu ht ng i tng khch hng cn hng n, ng thi hn ch nhng i tng khng c nhiu tim nng chng ta c th lm vic tp trung v hiu qu hn. Bn cn phi bit r khch hng ca mnh l ai v nhng thng ip g bn mun truyn ti n h. 4. t mc tiu c th. K hoch v ngn sch l nhng cn c chng ta nh gi hiu qu cng vic. Lnh vc t chc s kin thng khng c ch trng v u t ng mc, v th kh m cn o c nhng kt qu m hot ng ny mang li cho danh ting ca cng ty, nu khng t ra trc nhng mc tiu cn hng n. t ra mc tiu cho hot ng t chc s kin l mt cng vic khng h n gin nhng rt cn thit, v chng ta cn phi nh gi c hiu qu cng vic sp tin hnh. 5. T chc s kin khng phi l mt cng c tip th a nng. Chng hn, mt cuc trin lm hng ho s khng my hiu qu trong vic khuch trng danh ting ca cng ty. Nu mc tiu ca bn ch gi gn trong vic xy dng mt danh sch khch hng c th lin lc vi h thng xuyn, th cc cuc trin lm nh th l mt cch lm va tn km, va ph trng. C nhng la chn khc thuyt phc hn trong s nhng cng c tip th m khng phi nh s tr gip ca b phn t chc s

kin. Do , khng c g ng ngi nu i th cnh tranh dnh ra nhiu ngn sch hn, u t nhiu hn cho hot ng t chc s kin so vi cng ty ca bn. Bn chc chn s t c nhng kt qu tt hn h nh vo nhng s kin tp trung, c mc ch c th vi ngn sch va phi. 6. Vi mt chng trnh tip th ko di nhiu thng lin, s kin thng mi ch cn din ra trong mt vi ngy. T chc s kin ch l mt phn rt nh trong ton b chin lc tip th v qung b cho doanh nghip. Mt s cng ty ngh rng h cn ko di thi gian t chc hoc tham gia cc cuc trin lm thng mi. Hy lun nh rng, chng ta ang qun l mt chin dch tip th ton din, trong s kin thng mi ch l mt phn cng vic phi c thc hin m thi. 7. Qung b s kin. Khng th ch da vo vic iu hnh, thc hin mt cuc trin lm sn phm m doanh nghip c th nm bt c tt c cc c hi tim nng. Qu trnh qung b trc khi t chc s kin c th ni l vic cn thit v quan trng nht ca hot ng tip th hin i, nh doanh nghip c th xc nh c i tng khch hng mc tiu v thu ht h tham gia. i vi nhng s kin thng mi c s gp mt ca nhiu cng ty khc nhau, bn cng cn phi t chc hot ng xc tin v qung b rng ri nhm tranh th s u tin quan tm ca nhng khch hng tham d. 8. Thit lp v theo st cc mi lin h. Nu trin lm thng mi ang din ra, bn hy dn ht s tp trung vo cht lng, thay v s lng cc ln gp g khch hng. Sau khi kt thc mt s kin thng mi nh th, bn phi theo st cc mi lin h to dng c c th to ra li nhun thc s cho cng ty. Vic ny l c mt qu trnh i hi s tp trung v kin nhn. ng tip tc, nu cng ty ca bn cha chun b k hoch qun l nhng mi lin h . Hy lm vic ny trc khi quyt nh b vn u t vo vic t chc mt s kin khc. 9. Nhn lc l yu t quan trng. Nu nh cc s kin thng mi l phng tin qung b trc tip, th yu t t c mc tiu qung b chnh l ch th tham gia c hai pha: ngi c truyn ti v ngi thc hin vic truyn ti thng tin. Thnh cng s nm vic xc nh ng i tng khch hng v thuyt phc h hng ng bn trong s kin thng mi . ng thi, vic tuyn chn, hun luyn v to ng lc tt cho i ng nhn vin c th giao tip vi i tng khch hng mc tiu ny cng khng km phn quan trng. 10. S kin thng mi phi phc v cho mc tiu kinh doanh. ng qu ch trng vo cc tiu tit m b qun mc tiu chnh. T chc thc hin mt s kin thng mi l mt hot ng cc k phc tp: n phi va l mt cuc trin lm hng ho hp dn, thu ht, va phi to c tinh thn hiu khch, ng thi bo m cc yu t hu cn cng nh v s nhng cng vic lt vt khc.Tuy nhin, cng ch l mt yu t, mt thnh phn trong ton b chin lc tip th, l phng tin hng n mc ch cui cng v chu s chi phi ca ton b chin lc. (Theo Business world)