Isizathu sokuThengisa Kubaluleke kakhulu kwaye Kubanzi ukuba Ungayihoyi
Ubangelwa ukuthengiswa, nangona ngokuqinisekileyo kungekudala, kwaziwa ngokuthe xaxa kuma-1980 kunye nobambiswano obubonakalayo kunye obuqhamo phakathi kwe-American Express kunye neSitembu sokubuyisela inkululeko.
Yenza ukuba ukuthengisa kunye nenkxaso yenkampani ikhule ukususela ((i-$ 2 billion yebhiliyoni ngo-2016), ibe yindlela eyaziwayo kakhulu yokuphakamisa iimali zenkxaso, kunye nendlela echanekileyo yokuxanduva lwezentlalo zamashishini amaninzi.
Ngoko yintoni ikamva elibangela ukuthengisa? Iintlobo ezintathu ziyakwazi ukuqikelela ukuba yintoni ekubangela ukuba abathengisi bahambe ngokuzayo.
Umkhangeli # 1: Ukukhula okungakumbi
Umkhangeli wokubangela ukuthengiswa ngokuqinisekileyo uphakamileyo. Ukugcina ibhiziniselwano ngokuphendula indlela abaphatha ngayo iplanethi, abantu babo, kunye nabathengi baye bafikelela ngaphesheya nje kweentloko zeentlanga kwiintlangano.
Abathengi aba-9 ngo-10 balindele ukuba iinkampani zenze okungaphezulu nje kokuguqula inzuzo, ukuChungechunge lweCone lucacile ngakumbi kwi-Ebiquity Global CSR . Olu phando lwafumanisa ukuba abathengi kuyo yonke indawo bahlala ebhodini kunye noxanduva loxanduva loluntu.
Njengokuba:
- Amaphesenti angama-64 yabathengi balindele ukuba iinkampani zihambe ngaphaya nangaphezulu kwamashishini abo xa zifika kwi-CSR. Iipesenti ezili-11 kuphela zabathengi bathi i-CSR ayibalulekanga kubo okanye izigqibo zabo zokuthenga. Wonke umntu akaqapheli nje kuphela kodwa angabahlwaya iinkampani ezingenzi ngokufanelekileyo.
- I-90% yabathengi abahlolisweyo bathi banokutshintsha iimpawu ukuxhasa isizathu sokuba zombini iimpawu zifana nexabiso kunye nomgangatho. Okumangalisa ngakumbi kukuba i-57 ekhulwini yayiza kuthengisa umgangatho wobungakanani obuncinane xa bekubhetele ukusingqongileyo okanye uluntu.
- Abemi behlabathi bekholelwa ukuba banokuchaphazela. Phantse i-quarters ezintathu (72%) bakholelwa ukuba bangenza impembelelo emodareyitha kwimicimbi yentlalo neyendalo ngokusebenzisa izigqibo zabo zokuthenga.
- Ehlabathini lonke, abathengi bathatha i-CSR ngakumbi. Ingaphezulu kweyesithathu-ntlanu iya kwamkela umvuzo wokuhlawulela ukusebenza kwinkampani enoxanduva. Oku kunjalo ngokukodwa kwi-Millennials, ngokutsho kwesinye isifundo, bafuna ukusebenza kwiinkampani ezigxininisa ngakumbi injongo, kungekhona inzuzo.
- Ukwabelana kungathatha indawo yokufumana abasebenzisi abaninzi. Kwisifundo seCone, amaphesenti angama-62 yabathengi athi baya kudlula ekunikezeni umveliso kwaye endaweni yoko baboleke okanye babelane ngemveliso.
Amashishini asetyenziswa ukucinga ukuba i-CSR yinto yokukhetha. Ngokucacileyo akusekho. Bafuna abathengi kunye nabathengi bafuna ukuxhasa izizathu ezilungileyo ngokuthenga kwabo. Bakhona balindele ukuba iinkampani zibe nexanduva kulo lonke umsebenzi wabo wezoshishino.
Ngaphandle kwezinto ezingenzi nzuzo, izithethe ziphezulu. Yenza ukuba amalungiselelo okuthengisa awenziwe ngamashishini aqhutywe. Enye yeemeko eziqhakazileyo azikho kwiTV okanye kwi-media media kodwa xa sithenga. I-checkout yokunceda iye yaba yimbi yegolide kwiintlobo ezininzi ezingenzi nzuzo , nangona kungabonakali kukukhazimulayo okanye kumnandi.
Umgangatho # 2: Iinkampani ziqala ukucela abathengi ukuba benze iiinguqu
UDavid Hessekiel weCause Marketing Forum uthi iinkampani ngamanye amaxesha ziye zajika izicatshulwa zabathengi. Bacela ukuguquka kokuziphatha, kungekhona nje ukuthengwa kwemveliso.
Ugxininiso ekukholeni ubomi obuphilileyo kunye nokuhlala ukhuselekile.
Imizekelo yale ndlela iquka ukuyeka umkhankaso wokuTshaba ngeCVS, iyakwazi ukulinda isibambiso sokuba ungabhali phantsi kwaye uqhube nge-AT & T, kunye ne-New Balance SparkStart eyakhuthaza wonke umntu ukuba ahambe.
Ngokumalunga naloo mkhwa ngumdla onxulumene nokufikelela kwiGeneration Z. Bathembisa ukuba banokuzibandakanya ngakumbi kuluntu kunama-Millennials, kunye kunye nabo "bengabantu bezedijithali," befuna iinkampani ukuba zinqobe iindlela ezintsha zokunxibelelana. Iphulo lesampula (intonga yesihlunu kuDavid Hessekiel kwakhona) yayiyi-H & R ye-Block's Budget Challenge. Ifundisa ukufundiswa kwezemali ngeprogram yokuzonwabisa edibeneyo yekhompyutheni Inkampani yanikezela neengxowa-mali ngelo mzamo.
Umngeni mngeni wenzalo uye wanyanzelisa ukuba iiprojekti zokuthengisa zibe ngamanqanaba amaninzi. Ingxoxo kunye nemikhankaso ngoku zibandakanya ukukhangisa okungaxhunyiwe kwi-intanethi, ukukhangisa kweTV, i-hashtag iziteshi zoshishino loluntu, ividiyo yokusakaza, kunye nokunye.
Omnye umzekelo ngowama-2015 #MakeItHappy umkhankaso weCoca-Cola ukulwa nokukhuselwa kwe-cyberbullying.
#MakeItHappy iqalile ngesitya esikhulu kwaye iqhutywe kwi-media media apho abantu bakhuthazwa ukuba bahlanganyele "ubuhle." Kwakungekho yonke indlela ehamba phambili, nangona, njengeCoca-Cola kwafuneka inqumle umkhankaso we-Twitter ngenxa yeproject engathandekiyo eyenza ukuba ingumyalezo omnandi. Amanzi amatsha, iingxaki ezintsha.
Umkhonto # 3: Ukuphucula imiSebenzi emihle
Njengokuba imbangela yokuthengisa ikhula ngokugqithiseleyo, imbangela embi yokuthengiswa iye yabizelwa kwi-akhawunti. Amajelo aseburhulumenteni kunye noluntu baye bavakalisa ukungavumiyo xa kubangelwa ukuthengiswa kwee-rails.
Khawucinge ngokubambisana kweKomen yeCure kunye neKentucky Fried Chicken, okanye i-label "ye-pinkwashing" ebhekiselele kwiinkqubo zokuthengisa umdlavuza webele.
Sonke sifuna izinto ezintle ngenxa yokuthengisa. Kwaye ba phuhliswa. Umzekelo uluhlu lwesifo somhlaza wesifuba esifanelekileyo senza iinkqubo zokuthengisa ezihlanganiswe yiJoe Waters kunye noCone Communications. Iinkqubo ezifanelekileyo ezi nkqubo ziquka imigangatho emibini yokubala :
- Ukunika ulwazi oluneleyo malunga noncedo oluye luncedwa ukuze abathengi bakwazi ukuphanda;
- kwaye uthethe ngokuthe ngqo imali eninzi eya kuzuza ngayo, zombini ngokupheleleyo kunye / okanye ekuthengeni nganye.
Jonga izinto ezingcono ngakumbi njengoko ziguqukayo. Imithombo efanelekileyo ibandakanya iForam yokuThengisa iCandelo, uLonxibelelwano lwamaCone, kunye nokuBonelela ngokuzimela (ibhulogi yeJoe Waters).