Nyaya yanhasi inoratidza mamiriro azvino ekushambadzira kushanya aine tariro (uye kutenda) kuti inogona kuvandudza. Ndinoda kuvimba kuti pazasi pasvika ne "Dear Generic."
Nhasi ndagamuchira email blast yakanangidzirwa ku "Generic;" nguva zhinji mapepanhau anonangidzirwa kune "vasingazivikanwe vanogamuchira." Chii chinoita kuti vatungamiriri vehukama neveruzhinji vatende kuti maemail blasts akakodzera kuverenga - rega kushandisa seyakavimbika data sosi? Vatori venhau havasi vashandiri kumadhipatimendi anoona nezvekudyidzana neveruzhinji.
Hongu, hongu, kune mhenderekedzo yegungwa (kunze kwekunge iwe uri Cancun uye gungwa rako rakanyungudutswa), hongu kune yebhuruu-yakasvibira mvura (kunze kwekunge iwe uri muzvikamu zvePuerto Rico uko mvura yakasvibiswa), hongu kune mweya wakachena (kunze kwekunge iwe uri muzvikamu zveVanuatu uko marara anopiswa manheru) uye hongu, kune kutenga (kunze kwekunge iwe usingade kuona imwe Gap, kana Old Navy), uye hongu kune yekudyira (kana McDonald's iri chiyero chako chekudya) .
Saka - dambudziko nderekugadzira uye / kana kuziva uye wosimudzira chinogara chakasimba chekuenda brand inonamatira kune zvakakosha kwekwauri kuenda (chero zvaari). Zvinonyanya kukosha kududzira kukosha kwemanzwiro ehunhu hwekwaunoenda kumusika wakanangana, uku uchipa meseji yekusimudzira inoshanda, inoshanda uye isingakanganwiki.
Nzvimbo dzese dzekuenda, zvisinei nehukuru, dzine pfungwa dzakafanana kana dzichizogadzira mushandirapamwe wekusimudzira unoshanda. Musanganiswa unosanganisira:
1. Zvivakwa zvemazuva ano (kureva, zviteshi, zviteshi, migwagwa, njanji, magetsi, pekugara, zvipatara)
2. Tsika (kureva, yekudyira, zviitiko zvekutenda, hunyanzvi nemimhanzi)
3. Geography (kureva, nharaunda, nyika dzakavakidzana)
4. Nhoroondo
5. Vanhu
6. Zvematongerwo enyika
7. Kuchengetedza / kuchengeteka
8.Masevhisi
9. Zviitiko zvekushanya (kureva, kushambira, kufamba-famba, misangano yemunhu-kune-munhu)
Zvinangwa Zvenguva Pfupi/Nguva Yakareba
Kuburikidza nekutsvagisa kwakanaka kwemusika uye kudyidzana, uye nekushandisa iyo World Wide Web (WWW) uye nekuvandudza hunyanzvi hwekudyidzana neruzhinji mishandirapamwe, mikana inogona kugadzirwa yekugadzira mufananidzo unogoneka uye wakasimba wekuenda kusingakanganwike (kunyangwe kwenguva pfupi) .
Nzvimbo zhinji dzinotungamira dzinopa pekugara zvakanaka uye zvinokwezva, masevhisi emhando yepamusoro uye zvivakwa uye nyika dzese dzinoti dzakasiyana tsika nenhaka. Mutengi anoda zvimwe zvakafanana here, kana kuti vari kutsvaga kwavanoenda kunopa chakasiyana chigadzirwa?
Kusiyanisa
Zvinogoneka zvikuru kuti kusiyanisa kwanyanya kukosha iye zvino kupfuura kare. Chokwadi, yave hwaro hwekupona mukati memusika wepasi rose wemakwikwi uko nzvimbo gumi dzakakura dzinokwezva ingangoita makumi manomwe muzana emusika wepasirese wekushanya. Zvisinei nemusika uyu une hukasha, kushambadzira kwenzvimbo dzekushanya kwakawandisa kunoramba kuri kushambadzira kunoratidza makungwa ebhuruu, matenga asina makore uye mahombekombe egoridhe asingaperi ane tagline isingakanganwike. Kushambadza kwakadaro kwe“wallpaper”, kutengesa mushandisi kubatsirikana uye kutsvuka kwegoridhe, kune mhedzisiro yekuita kuti nzvimbo dzese dzegungwa dzisasiyaniswe kubva kune imwe neimwe.
Chii chinosiyanisa imwe chitsuwa cheCaribbean kana South Pacific kubva kune muvakidzani wayo wepedyo; kashoma zuva nejecha? Mumusika uyu izvo zvinonyengetedza vangangove vashanyi kuti vashanyire (uye kushanyirazve) imwe nzvimbo pachinzvimbo cheimwe inyaya yekuti vane tsitsi nekwavanoenda uye nehunhu hwayo.
Strategic Battle
Kurwira kwevatengi mumusika wekuenda mangwana kucharwiwa pamusoro pemoyo nepfungwa- uye apa ndipo panopinda nzvimbo yekusimudzirwa munzvimbo yekutonga brand. Zvigadzirwa zvine magariro, manzwiro uye kukosha kwekuzivikanwa kune vashandisi; vane hunhu uye vanowedzera zvinofungidzirwa zvekushandisa, zvinodiwa uye kunaka kwechigadzirwa.
Kana vatengi vanoita sarudzo dzemhando yezvigadzirwa-kusanganisira kwekuenda-vari kutaura mararamiro; vari kutenga mufananidzo uye kugadzira hukama hwepfungwa. Vashanyi vanoshandisa nzendo dzavo semidziyo inoratidzira kutaura mameseji nezvavo kune vezera ravo nevacherechedzi. Naizvozvo, sezvitayera uye zvimiro zvinoratidzira, nzvimbo dzekuenda dzinogona kusimudzira mabhenefiti mamwe chete evatengi semamwe ane mukurumbira emararamiro emararamiro akadai semota, zvinonhuhwirira, wachi uye zvipfeko.
Kuenda kunotandara kunowanzova chiitiko chinobatanidza zvakanyanya, chakarongwa zvakanyanya, chinotarisirwa nemufaro uye chinoyeukwa nemufaro. Souvenirs, mavhidhiyo uye mapikicha zvinokonzeresa uye kuratidza izvo zviitiko uye zvinogoverwa neshamwari nehama. Logo-yakamememedzwa zvekutengesa uye mikwende zvinyorwa zvinozivisa kuti munhu anga aripo, azviita izvozvo, kune chero munhu anotarisa, uye ane hanya chaizvo.
Life-style Gauge
Sarudzo yenzvimbo yezororo chiratidzo chakakosha chemararamiro kune vatengi vemazuva ano vanotyaira uye nzvimbo dzakasarudzwa kuti vashandise nguva yavo yezororo iri kuramba yakadzvanywa uye mari inowanwa nesimba inofanirwa kukwezva manzwiro nekutaura kwakanyanya uye kukosha kwemukurumbira.
Kugadzirisa mhando yekwainoenda kunopa matambudziko mazhinji. Zvinogoneka here kuona kukosha kwerudzi uye kushandura ruzivo urwu kuita meseji inoenderana nemanzwiro-inokwezva hunhu? Zvinofanira kuitwa! Hapana sarudzo sezvo kutaura meseji zvine mutsindo kwakakosha pakusikwa kwechitupa cherudzi rwenzvimbo.
Electronic Publishing
Mukuongorora nyaya dzakakosha, nzvimbo dzekuenda dzinofanirwa kuratidza kukosha kwenhau dzisiri dzechinyakare. Nzvimbo diki dzekuenda (kureva, Seychelles) dzakakwanisa kugadzira mabhureki akasimba ekuenda, vachizviisa sevatambi vakakosha muindasitiri yekushanya yepasirese. Nebhajeti shoma Gurukota reSeychelles tourism rakasarudzwa www.eturbonews.com (235,000 vanyoreri vepasi rese uye 1.2+ miriyoni vaverengi), senzira yekutanga yekuparadzira ruzivo rwekushanya zvichikonzera kusimudzira chigadzirwa chekushanya chenyika.
Ndiani Anotungamirira/Anotevera
Nzvimbo dzese dzekuenda dzinotarisana nekusimudzira kwakasiyana uye matambudziko ekumaka sezvo vaine vazhinji vane chekuita uye kushomeka kwekutonga. Destination mamaneja havangofanire kurwisana neamorphous hunhu hwechigadzirwa pachayo, asiwo nenzvimbo yekushambadzira yechokwadi yezvematongerwo enyika uye kushomeka. Vatengesi vekuenda vane hutongi hushoma pamusoro pezvikamu zvakawanda zvechigadzirwa chavo uye zvakadaro akasiyana siyana emasangano nemakambani vese vane chekuita nekwavanobva. Iko kusanganiswa kwezvido zvakakosha uye zvinangwa zvakasiyana zvinosanganisira:
1. Zvikamu zvekutengeserana
2. Mapoka evanhu
3. Mapoka ezvakatipoteredza uye masangano
4. Hurumende yemunharaunda neyenyika nemasangano avo
5. Mabasa ega ega
6. Masangano ekutengeserana
Mupenyu uye Kufema
Dambudziko kune vatengesi vekuenda nderekuita kuti mhando yekwavaende irarame, kuitira kuti vashanyi vaone zvakasimudzirwa zvemhando yemhando uye vanzwe huchokwadi hwenzvimbo yakasarudzika. Zvisinei, mubasa iri, vatengesi vekuenda kune veruzhinji vanowanzovhiringidzwa nemhando dzakasiyana-siyana dzezvematongerwo enyika; vanofanirwa kuyananisa zvido zvemunzvimbo nematunhu uye kukurudzira kuzivikanwa kunogamuchirika kumatunhu akasiyana siyana ehurumende neakazvimirira. Kubudirira kwenzvimbo yekumaka ndeye kuwana chiyero pakati pekushandisa hukama hwepamberi neruzhinji uye nzira dzekushambadzira kune dambudziko rekushambadzira rinopesana neiyo realpolitik mamiriro ekutonga zvido zvemuno, zvedunhu uye zvenyika.
Kukundikana haisi Sarudzo
Zvimwe zvezvikonzero zvinoita kuti mabhureki enzvimbo dzekushanya akundikane anosanganisira:
1. Kusavapo kwehutungamiriri
2. Zvinangwa zvinopokana
3. Kusakwanisa kuyananisa kubudirira kwehupfumi uye kushambadzira kwekushanya
4. Makakatanwa eutungamiri
5. Kusada kwemamwe masangano kuwiriranisa kushambadzira kwavo nedanidziro yekwavanoenda
6. Kupikisa kutungamirirwa kubva kumusoro
Kutariswa kwenguva pfupi kwevakuru vezvematongerwo enyika nevanopa mari zvakare kunokonzeresa matambudziko kumasangano ekushanya: Upenyu hwemhando yenzvimbo ipfungwa yenguva refu kupfuura mabasa mazhinji ezvematongerwo enyika! Vashambadziri vanofanirwa kuramba vari mukosi uye kuramba kuita shanduko nekukurumidza sezvo zvichitora makore mazhinji kumisa chimiro chemhando, kukudziridza kuzivikanwa kwezita uye kuchengetedza ruzivo rwakasimba rwekwaunoenda.
Pamusoro pekunangana nezvematongerwo enyika ekushambadza kwekuenda, masangano mazhinji ekushanya ane mabhajeti madiki ekugadzira mhando dzepasi rose-uye zvakadaro ari kukwikwidza kuti vatengi vagovane pfungwa kwete chete nedzimwe nzvimbo, asiwo nemamwe marudzi ese epasi rose. Nepo mutengesi wemakambani akadai saKohl's anoshandisa US$340 miriyoni pagore panhepfenyuro, mabhajeti ekusimudzira kushanya kwenyika achange ari madiki zvakanyanya.
Nzvimbo dzekushanya dzakajeka vatambi vari mumusika wepasi rose uye kuderera kwebhajeti rekushanya, kukwira kwemitengo yenhau uye kudzikira kwekushandisa kwekushanya, kunobatsira kune inokwikwidza kusimudzira nharaunda.
Hungwaru, Kwete Kupfuura Mari
Muchirevo chechinyorwa chino, zviri pachena kuti niche vatambi vanofanirwa kungwara pane kuhwina mukwikwidzi-uye muhondo iyi tsika dzechinyakare dzekushambadzira nzira hadzigone kugadzirisa zvinobudirira dambudziko rekugovana-rezwi. Mhinduro iri mukugadzira hutsva, hunobata-bata kutaurirana pabhajeti yakasimba uye nekuwedzera midhiya inobhadhara. Munguva yanhasi yekushambadzira hukama, WWW inopa inodhura uye inoshanda imwe nzira kune yakapusa misa yepakati yemasangano ekushanya.
Danho 1: Gadzira Hunhu Hunokosha
Danho rekutanga mukugadzirisa kana kuisa chero mhando yenzvimbo yekushanya ndeyekusimbisa kukosha kwenzvimbo. Iyo meseji inofanirwa kuve yakasimba, inotaurika uye yakakodzera kune vanobatana, vashanyi uye vangangove vashanyi.
Maitiro aya anofanirwa kufunga kuti rudzi rwemazuva ano uye rwakakodzera sei kumutengi wekushanya nhasi uye kuti anoenzaniswa sei nevakwikwidzi vayo. Kuti chinangwa ichi chizadziswe zvingave zvakafanira kutanga nhevedzano yemapurojekiti ekutsvagisa anoongorora mabhizinesi emuno, nyanzvi dzezvehupfumi dzematunhu, nzvimbo dzine zvirongwa zvakafanana nevakamboshanya pamwe nevashanyi vangangove vasina kumbobvira vasvika kunzvimbo yacho. Maitiro aya anogona kugonesa mamaneja akakodzera ekushanya kuti vavake mabhureki ane kukosha uye akakodzera kubva pamaonero evanobata pamwe nekuwirirana nevatengi.
Danho 2: Tsanangura Chimiro
Chikamu chinotevera chinoda kutsanangurwa kwenzvimbo dzekuenda pamusika: nyika inomiririrei; izvi zvingashandurirwe sei muhunhu hwemhando?
SaMaurice Saatchi, muvambi uye mubatsiri weM&C: Sezvo nyika iri kuwedzera "kugadzirwa," nyika dzepasirese dzawedzera kuita zvakafanana. Zvinenge zvisingaite kuwana mutsauko une musoro. Saatchi anoona kuti mamaneja anofanirwa kukunda zvese zviri zviviri zvematongerwo enyika uye kushomeka kwekushomeka kuburikidza nekukunda pane kupedzera vakwikwidzi vavo. Zvinotora moyo murefu kumisikidza mukurumbira wemhando uye kuvaka chiratidzo chine simba chekusvika inguva refu yekuedza, iyo kazhinji kazhinji inopa kuwedzera uye kwete exponential mhedzisiro.
“Pane zvakawanda zvakaoma iye zvino kupfuura kare. Uye vatengi vanogona kuziva zviri nyore kupfuura nakare kose nezve zvigadzirwa uye kuita kwavo. Nekudaro, mabhureki acharamba ari chinhu chakajeka chezera redu. Akasimba, mabhureki akareruka achave nzira yekudimbudzira kuburikidza nekuoma uye kuvhiringidzika mumusika.
Kana kambani iine pfungwa imwechete chaiyo mupfungwa dzemutengi, inoisa mamiriro ezvese uye hapafanirwe kuve nemusiyano pakati pemhando, chigadzirwa, sevhisi uye ruzivo.
Uye pakupedzisira, makambani akasimba chete ndiwo anotsungirira. Chiito chemusika ndecheDarwin - kupona kwevakasimba kwazvo. "
Brand Winners
Nzvimbo dzekuenda dzinofanirwa kuve nechiono icho chakavakirwa pakutsvaga kwevadavi, mutengi uye mukwikwidzi uye inoratidzwa nekungwarira uye nekuranga mune zvese zvinozivisa hunhu hwemhando. Kana hunhu hwemhando hwazivikanwa, vatengesi vanofanirwa kuve nehushingi  hwekugara nehunhu hwechiratidzo. Kunyange kukwenenzvera kuchigona kuitwa kuratidza maonerwo anoitwa hunhu mukuvakwa kwemhando, izvo zvakakosha zvehunhu hwemhando zvinofanirwa kuramba zvichienderana. Chakavanzika ndechekuenderera mberi nekushanduka uye kupfumisa chimiro chemhando yepakutanga, kuvaka pamasimba ekutanga kusimbisa kukwezva kwavo uye kuwedzera musika, kusanganisa "mweya" weiyo mhando nenzvimbo yemusiyano isina kumwe kwainoenda pasirese.
Kuburikidza nekumaka, kukwidziridzwa uye PR, rudzi rwenyika hachingori chinhu chine musoro chekushambadzira asi chiitiko chezvematongerwo enyika chinogona kuwedzera nekusimudzira kudada kwenzvimbo. Tourism inopa nharaunda mukana wekuvaka zvese chitupa uye hupfumi hunoshanda, uye pakupedzisira kukwezva kutarisisa kweveruzhinji nekwakavanzika.
Mutungamiriri kana Muteveri
Sezvo mari yehurumende iri kuramba ichidzvanyirirwa zvakakosha kuti masangano ezvekushanya achengetedze mabasa awo sevarongi vezviwanikwa zvekushambadza. Kunze kwekunge vatora kuraira kwezvose zviri zviviri branding uye kugadzirwa kwechigadzirwa mumusika unoshanduka uye wakavhiringika wevatori vechikamu, vashandi vakuru nemakambani ekufambisa anongotora musika uye kusimudzira zvavanotenda kuti ndicho chigadzirwa chinonyanya kufadza.
Izvi zvichave zvese nekurasikirwa kwevatambi vadiki mukati meindastiri uye kuderedzwa kwezita rerudzi rwenyika iyo hofisi yekushanya yakatsvaga kuvaka. Vashanyi vanosarudza kwavanoenda nekuda kwehotera imwe, kana imwe inokwezva, vasingambosiyi munharaunda ine gedhi kuti vaongorore nyika nezviwanikwa zvayo (kureva, Disney). Mari yese inogara mukati mezvirambidzo zvekushanda kwehotera uye, kunze kwemuhoro uye kushandisa mahotera emuno, kuisirwa mari yekunze hakubatsiri vemabhizinesi emuno kana vanhu veko.
Iva NeNiche Yako
Munyika umo nyika zhinji dzakakura dzinokwezva vangangosvika zvikamu zvitatu muzvina zvevashanyi vekune dzimwe nyika vanosvika, nzvimbo zhinji dzinozove vatambi ve niche vanokwikwidza pamiganho. Ivo vanozovimba neanoshanda, anonangwa emhando yemaitiro ane mukana wekudzvanya kukosha kwepamusoro kubva kumabhajeti avo madiki. Izvi zvakaoma asi harisi basa risingagoneki, kana simba revashandi veindasitiri uye vasiri vetsika vezvenhau vakaita seWWW vanogona kushandiswa.
Zviripachena, mahofisi ezvekushanya anofanirwa kushanda nematunhu awo akawanda mukubatana uye nekubatana, vachishandisa zviwanikwa zviri kunze kwekushambadza kwechinyakare. Izvi zvinonyanya kuitika kune niche nzvimbo dzine chikamu chidiki chezwi. Nzvimbo dzakadai dzinofanirwa kugashira dzimwe nzira dzekushambadzira uye dzinotarisa pamikana yekushambadzira inopihwa nemagetsi media, zviitiko, mitambo, tsika nezvematongerwo enyika pamwe nekushambadzira social media.
Multiple-media portals haigone kufuratirwa sezvo ivo vachidyidzana vachibatanidza vashanyi vasati vafamba uye vachipa yakananga mikana yekushambadzira yekuvaka hukama, iyo inogona kumutswa uye kuchengetedzwa mushure merwendo. Iko kugona kwemikana yakadai kunofanirwa kutariswa zvakanyanya kubva kuvashandi vehukama neveruzhinji, vashandi vehukama nevemumba uye mamaneja ekuenda (veruzhinji neakavanzika).
Pamusoro pezvo, vashandi vehukama neveruzhinji vanofanirwa kunatsiridza manzwisisiro avo ezvenhau, kugadzira nzira nezvirongwa zvinoenderana nekuverenga midhiya.
Chikamu Chemusika
Dambudziko rakatarisana nenyanzvi dzekudyidzana neveruzhinji nderekuziva kuti kuputika kwenhau nekusimudzirwa zvisina kunanga kutambisa zviwanikwa. Kusarudza niche yemusika uye nekusvika zvine hungwaru kusvika kune vateereri kunofanirwa kuitwa neyakarodzwa scalpel uye kwete pfuti yemuchina.
Izvo zvave zvichinyanya kukosha kuti vamiriri venhau vasiye madhesiki avo, vavhare makomputa avo, uye vaende kumusika kuti vataure nevatori venhau nevatengi, vachigovana zvavanofunga mu "mweya" wekuenda, uye kuisa nyaya ichave. inokwezva kumusika (s). Vatori venhau havasi varandakadzi kune avo vanopihwa basa rehukama neruzhinji. Zvingave zvakanakira munhu wese kana misika yainonangwa yakarongedzerwa zvakajeka, uye mishandirapamwe yekushambadzira yakapa ruzivo rwakanangana nechikamu chakatarwa.
Zvino Zvandakuziva
Chii chinoitika mushure mekunge nyaya yaburitswa, chii chinoitika mushure mekunge mushanyi adzokera kumba? Kutevera uye kutevera-kuburikidza ibasa rinoenderera mberi rekuenda / maneja wekushambadzira. Hukama hwakatangwa haugone kubvumidzwa kutonhora kana kunyangarika mumhute. Kuenderera mberi-nzira mbiri, kutaurirana kune musoro ndiyo chete nzira yekuchengetedza chigadzirwa uye chikamu chemusika. Kuenderera mberi kubatanidzwa kunoda kukurudzirwa; kana zvisina kudaro chirongwa "chimwechete" uye hachina kukura kuva hukama hunochengetedza uye hune hutano - kugadzira kumwezve kutambisa kwezviwanikwa zvishoma.
Nezvomunyori:
Ndisati ndaenda kudivi rekudhindisa kwekuenda/kushanya/kushanya/kugamuchira vaeni ndakatungamira madhipatimendi ePR/Marketing ePlayboy Clubs and Hotels (hofisi yeNYC) neCopacabana. Kunyangwe pfungwa yekutumira kuburitswa kwenhau kune "generic" ingadai yakave yekudenha kuti ndirove panzira. Nyaya yega yega, kukwidziridzwa kwega kwega, kufona kwese kwaida kuti ndinyatsofunga nezveprofile yekuburitswa, hunhu hwemutapi wenhau uye nguva dzekupedzisira. Ndaiziva kuti nezuva rakanaka ndaigona kuwana 3-4 seconds kuti vatapi venhau vateerere inzwi rangu kana kuverenga kuburitswa kwangu kwenhau. Kana ndikasasvika padanho mukati menguva iyi ndaigona kutarisira kudzvanya parunhare kana kukanda bepa mubhasiketi remarara.
Ndaiti ndikafunga kuti ndine nyaya yakanaka ndaikoka mutori wenhau ku lunch kana kudya kwemanheru. Kana ndikawana "hongu" kuchikumbiro changu chechiso nechiso, ndaive pamusoro pemwedzi. Ko chibvumirano chekutaura neni nezvechinwiwa chaireva kuti ndaizowana nyaya here? Kwete! Mubhizinesi iri hapana "hapana vimbiso;" ichi ndicho chikonzero ichinzi hukama hwevanhu uye kwete kushambadza! Unoda kudzora meseji? Tenga imwe nzvimbo!
Nyaya iyi yakatanga kugoverwa nenhengo dzeInternational Council of Tourism Partners, mubatanidzwa wemasangano ekushanya anotenda mumhando uye kukura kwegirinhi. Kuti uwane rumwe ruzivo shanya www.tourismpartners.org
