Hurumende yeUS yakaona kuti yaifanira kuita muna Chivabvu 2021 sezvo kushandiswa kwemajekiseni eCovid-19 kwakaramba kuchidzikira.Zvikamu zvakakura zveruzhinji zvairamba kutora dosi ravo rekutanga rekudzivirira, zvichisimudza mukana wekuvharika kwenguva refu izvo zvaizokanganisa hupfumi.
Vakuru veWhite House vakasvika pamhedziso yekuti McDonald's, nyika inonyanya kuzivikanwa burger cheni, yaive nekiyi yedambudziko.Hurumende yakaita danho rekutanga kudhinda ruzivo rwekudzivirira Covid-19 pamakapu ese ekuMcDonald anotorwa ekofi musi waChikunguru 1 mukuyedza kunyengerera vanopokana nezvevaccine.
Pfungwa iri kumashure kwekurongedza kutsva yaive yekupa vatengi veMcDonald "ruzivo rwekuvimbwa nezve majekiseni kana vabata kapu yekofi."Mufananidzo wekuputira wakatorwa kubva kumushandirapamwe wenyika yose we "Tinogona Kuita Izvi".Mushure memazuva matatu mushandirapamwe watanga, majekiseni akapihwa vanhu zana pakawedzera nechikamu che18%.
Kune vakawanda, izvi zvakangoshanda kusimbisa simba ringangove nekuputira pakuona kwevanhu.Vamwe, zvisinei, vakapokana hunhu hwekushandisa kurongedza kutsigira zvikonzero kunze kwekambani nezvinhu zvayo.Ndechipi chimwe chingashandiswa kurongedza kofi kana ichigona kushandiswa kuvandudza kutora kwejekiseni?
Sei makambani achikurudzira zvikonzero kuburikidza nekurongedza kwavo?
Kushambadzira kwave chombo chine simba mukati memakore ese, chinobatsira kwete kungonyengetedza vatengi kutenga chimwe chakanaka asiwo nekusimudzira ruzivo rweveruzhinji nezvenyaya dzakasiyana.
Kushambadzira kwakanangana nechikonzero, kunonziwo chikonzero chekushambadzira, kunotora nzira dzakasiyana siyana, senge emotive branding, yakavhurika-sosi branding, uye maitiro ekunangwa.
Sekureva kwaCatherine Suzanne Galloway weUniversity of California, Berkeley, musiyano uri pakati pezvematongerwo enyika nevatengi uri kuramba uchiwedzera kuvhiringika nekuda kwekutorwa kwemazano ekushambadzira nemabhizinesi evatengi.
Zvinoenderana nezvaakawana mukutsvagisa kwake Packaging Politics, "US zvakare ine nhoroondo refu yekushandisa maturusi mamwechete kufambisa pfungwa dzakakurumbira nezvenyaya dzezvematongerwo enyika uye vamiriri vanoshandiswa nevagadziri kutengesa zvinhu zvavo kune vatengi."
"Zviratidzo zvinorarama zvavanotenda mune zvese zvavanoita, uye kukoka vatengi kuti vatore matanho navo, vanozopihwa mubairo ..."
Mukuedza kuzivisa veruzhinji nezvezvikonzero zvakasiyana-siyana, izvi zvakazoita kuti pave nekudyidzana kwakati wandei pakati pemakambani evatengi nemasangano, kusanganisira maNGO, mapato ezvematongerwo enyika, nezvikwata zvemitambo.Izvi zvinowanzo tungamira kune pfupi rebranding yekurongedza.
Makwikwi enhabvu epasi rese, seWorld Cup, muenzaniso unogara uchiitika.Fifa, ivo vanoronga, vanobatana nenhamba huru yemabhizinesi kushambadzira makwikwi pazvinhu zvakajairika zvevatengi.
Makambani aya anobva achinja marongero awo kwenguva yakafanotemerwa nezano reFifa mukuyedza kuzivisa nezvemakwikwi.
Nekudaro, mabhenefiti ekudyidzana uku haasi emasangano chete;mhando dzinogonawo kuwana kubva kwavari.
Mark Renshaw, mukuru wepasi rose wemhando yekudzidzira kuEdelman, anonyora mune chinyorwa cheCNBC nezve mabhizinesi anoramba akanyarara pane mamwe matambudziko anomhanyisa njodzi yekukanganikwa.Kune rumwe rutivi, vanogona kuwedzera kuvimbika uye kuwana misika mitsva kana vakabatana nemasangano anogovera yavo seti yehunhu.
Mumashoko ake, "Zviratidzo zvinorarama zvavanotenda mune zvose zvavanoita, uye kukoka vatengi kuti vatore matanho navo, vachawana mubairo wekukurukurirana kwakawanda, kutendeuka kwakawanda, uye pakupedzisira, kuzvipira kwakawanda."
Migumisiro yacho ndeipi?
Chikonzero chekushambadzira chine mhedzisiro yemakwikwi ezvematongerwo enyika uye makwikwi enhabvu zvakafanana, semamwe marongero ekushambadzira.
Iko mukana wekubvisa vatengi ndeimwe yeakanyanya kukosha.Ongororo yazvino yakawana kuti 57% yevatengi vanogona kuramba kambani nekuda kwechimiro chayo pane imwe nyaya.
Izvi zvinoreva kuti kana bhizinesi rakafunga kutsigira chikonzero icho ruzhinji rwevatengi varo vasingabvumirani nacho, zvinogona kukuvadza mukurumbira wavo (mumaziso evatengi vavo) uye kurasikirwa nehuwandu hwemari.
Kusajeka kana kusajeka kweshoko rinofambiswa imwe nyaya ine chikonzero chekushambadzira.Izvi zvinogona kuve nekuda kwekushaikwa kweiyo brand yemukati zviwanikwa kana kusanzwisisa kuzere kwekuoma kwedambudziko.
Starbucks' "Race Together" mushandirapamwe, umo ma baristas aidiwa kunyora "Race Together" pamakapu avo ekofi kukurudzira hurukuro pakati pevatengi nezvenyaya dzemarudzi, mufananidzo mukuru weizvi.
Kunyangwe chinangwa chaive chakanaka, Starbucks yakagamuchira kushoropodzwa nekuurayiwa, izvo zvaisanganisira mazwi maviri chete.
Nenzira yomuzvarirwo, kusajeka kwenhimbe yacho kwakakundikana kunyandura kurukurirano huru pamusoro poukama hworudzi hworudzi, uye vamwe vakahuenzanisa no“kushambidzika kwegirinhi” nedzimwe nzira.Izvi zvinogona kuderedza huchokwadi hwemhando uye kukanganisa mukurumbira wayo.
Maitiro ekusimudzira zvinobudirira zvikonzero uchishandisa kofi kurongedza
Kofi ndechimwe chezvinwiwa zvakanyanya kudyiwa pasirese, zvichiita kuti ive sarudzo yakanaka yekukonzeresa kushambadzira.Iyo ine mukana wekusvika mazana ezviuru, kana asiri mamirioni, avanhu nekuti inokwanisika, inosvikika, uye inofanirwa kuhupenyu hwezuva nezuva hwevanhu vazhinji.
Imwe yeakawanda akasarudzika ekugocha ayo anotsigira chikonzero chinoenderana nemhando yemhando yeRave Kofi.Vanopa 1% yekutengesa kwega kwega kuburikidza nekubatana kwavo kwe "1% For The Planet" kumasangano ezvakatipoteredza anosanganisira Project Waterfall uye One Tree Planted.
Zvakafanana neizvi, Bristol's Full Court Press inopa 50p kubva kune yega yega yeTimor-Leste yakagezwa kutenga kofi kune homwe yekukwidza mafashama iyo inobatsira matunhu anorima kofi akakanganiswa nekudonha kwevhu nemafashama.
Izvi zviviri mifananidzo yemashandisiro anoita vagadziri vekofi vanogona kushandisa mapuratifomu avo kutsigira zvikonzero zvakakosha.Asi kurongedza kunoita basa rei pano?
Kushandisa maQR makodhi pamativi emabhegi uye makapu ekutora ndiyo imwe yedzakareruka nzira dzekusimudzira kuziva nezvezvikonzero izvi.Square barcodes anozivikanwa seQR macode anoshandiswa kuchengetedza data uchishandisa dema uye chena masikweya.
Vatengi vanogona kuwana app, bhaisikopo, webhusaiti, kana social media peji nekutarisa maQR macode nemidziyo yavo.Vanogona kudzidza zvakawanda nezvechikonzero kubva panguva ino.
Izvi hazvingogonese vanogocha kuti vachengete chiratidzo chavo chepakutanga vachibatsira chikonzero chakanaka, asi zvinopawo humwe ruzivo kujekesa chero nyonganiso.
Vatengi vanokwanisa kutenga, uye vese vanogocha vanogona kushanda pamwechete kutsigira zvakasiyana-siyana zvekubatsira uye zvezvakatipoteredza nyaya.
Vanogocha kofi vanogona kunyatsotsanangura kofi yavo kuburikidza nekurongedza uku vachimbundirawo chikonzero, kuzivisa vatengi nezvazvo, uye kusimudzira nzanga yese.
Kana iwe uchida kugadzira mashoma edition mabhegi uye ekutora makapu kana kusanganisira QR kodhi mune yako kofi kurongedza, Cyan Pak inogona kukubatsira.
Nguva yekutumira: May-27-2023