Amasu ahlakaniphile enza kube lula kwaye kumnandi kubaxhasi ukuba basebenzise uphawu
Ndadliwano-ndlebe noDwayne Chambers, iGosa leNtengiso yeNtengiso kwiKrispy Kreme ukuba ufunde kabanzi ngeSicwangciso sazo soNxibelelwano kwizentlalo, kwi-Local and Mobile apps (SoLoMo).
Unokulinganisela njani ukubuyela kwi-investment (ROI) kwidijithali, iinkonzo kunye nentlalo?
UDwayne uthe "I-brand yakhiwa ngomlomo ngomlomo (WOM) kwaye asizange sibe sisigxina esikhulu kwiimidiya zendabuko. Namuhla idijithali yi-WOM kwizizukulwana ezininzi, kwaye yile ndlela abantu bahlala bethetha ngayo ngathi.
Konke abakwenzayo ngedijithali kufuneka baphendule umbuzo 'njani sisebenzisana nabathengi bethu njengelwimi ".
Ukunyamekela ngokwenene - abo bangabathengi ababa ngabavangeli bentengiso , kwaye bafana nabathengi abanomdla. UDwayne akavumelani ukuba nantoni na into efanelekileyo inokuhlala ilinganiswa kwaye ibonisa ukuba umngeni omkhulu kunomlinganiselo "wokuthanda."
UDwayne wayenomfanekiso omkhulu "Ndixelele indlela umfazi akuthandayo ngayo ekugqibeleni, ekugqibeleni, kukho inqanaba lekhwalithi kule ndawo. I-WOM ye-Social for us ihamba ngaphaya kokulinganisa inani leziganeko zeKrispyKremeLove" kwi-Twitter. " UDwayne wayenendlela enkulu yokulinganisa umxhwele: xa abathengi abaninzi bethatha ibhokisi leKrispy Kreme kwi-drive thru, badibela ebhokisini baze bathathe enye!
Ufika njani kwi-Why?
UDwayne uhlala enomdla kwi 'Kutheni' ... Yintoni Kutheni esibizwa ngokuba yi-Motivation kumsebenzi wabathengi. Ngoko ufika njani ku 'Kutheni' kwiKrispy Kreme?
"Kukho iindlela zokuhlalutya.Ukuba wenza uphando kwaye ubuze abathengi malunga nolwazi lwabo oluhle lweKrispy Kreme, baya kuthetha ngeempawu ezinjengexabiso, ukucoceka, njl. Nangona kunjalo, ukuba uhlalutya ngokujulile njengenzuzo efumaneka kuyo, unokuva ukuba le yindawo endinokuyizisa ngayo intsapho yam.
Emva koko sibuza ukuba unenzuzo ntoni ngokuzisa intsapho?
Singafumana isizathu esiyinyaniso: 'Ngenxa yokuba ndiziva njengoTata olungcono.' "Le yilapho iyanomdla kuba abaninzi abathengi bengacingi ngemibandela yeemeko zokuthi kungani benza oko bakwenzayo.
Ukuthengiswa kokuqukethwe ngumsebenzi omningi, kwaye ezininzi iinkampani zenza kakubi. Ngaba unokubeka izimvo malunga nendlela iKrispy Kreme Blogger eyabanjelwa ngayo i-brand?
"Yenza kakuhle ngokwenene. Kutheni senza oku?"
Akunjalo nje ukudibana naba bantu bashukumisayo ... sifuna ukukhanya. "
Ndabona ngokukhangela kwe-Google ngokukhawuleza ukuba abaninzi balaba bashukumisayo babe ngabama-Bloggers abangamaqela amasha kwigama lentlalo yoluntu emlonyeni kwaye abo bhlogi banokulandelelana okukhulu kuba babala. "Aba bhulogi bavakatye i-Ivy Avenue isityalo apho senza khona i mix mixes. Sibazisa kubantu bokuvelisa, isosayensi yethu yokutya, abantu abasebenzela inkampani iminyaka engama-40 kunye kunye ekugqibeleni kwi-chef yethu eyabangela ukuba ukutshatisa iintlobo zethu ezahlukeneyo "ngoDwayne.
I-Gamification yinto eshushu kwidijithali. I-Krispy Kreme ngokuqinisekileyo ibhendi ecocekileyo, kwaye umdlalo omnandi wokudlala umdlala ufana nokufaneleka kwemvelo.
"Sasizicingile ngale nto; amandla amakhulu kukuba angabasebenzisi abantu ukuba basebenzise iilwimi ezahlukeneyo kodwa ukwenza kube lula ukuba abathengi bethu basebenzise le nto ngendlela engokwemvelo.
Ngendlela ukukhanya kwe- Hot Light kuzalwe ngayo. "Emva kokukhanya okutshisayo, iteknoloji yeprogram ye-teknoloji yenza ukuba ukwazi ukuba uKrispy Kreme osondeleyo ukhonza abaxhasi abashisayo be-Original Glazed®. Kunceda ukuqinisa oko abantu abakuthandayo ngokwenene, ukufumana ama-donuts ashushu.
Iingcebiso kubaShishini bamaZhishini
Nantsi yam uthathe into onokuyifunda kwiKrispy Kreme kwaye usebenzise eli shishini lokutya elincinci.
- Musa ukucinga-nantoni na into ofuna ukuyenza kumabonakude ezentlalo, kulula, ngcono. Iziphakamiso zeMfono ziyimodeli epheleleyo. Okanye thabatha lo mzekelo ukusuka kuDwayne: Enye i-Facebook ibonisa ngokubonakala nje umfanekiso wesipho esithandwe ngaphezu kwama-32,000! Ngoku ke kulula.
- Ukuvakalelwa yinto abayifunayo ... kwaye kufuneka ube njalo. Ukuba ukhangele indlela abantu abaposayo okanye kuphela oko bathethayo, ufumana kuphela inxalenye ye-equation. Yenza umzamo wokwazi ukuba NINI? Yenza umgudu wokuqonda izinto ezikhuthazayo eziqhuba uphawu lwakho. Yilokho uKrispy Kreme akwenzayo. Abaphathi abaziintloko beeNtengiso (i-CMO) baye bacinga ukuba banokwenza kunye nokulawula umqondiso ongeke usasebenza. Ilizwi leNtlalo lomlomo yinto ebandakanyekayo ngayo ibhendi yakho, ekubeni kwi-blogosphere kwaye uvumela ukuba i-brand iphile.
- Ubungqina beNtlalo - Thatha i-Dwayne icebiso kwaye wenze zonke izigqibo zakho zeendaba ezentlalo ngokusekelwe kwindlela efanelekileyo ngayo kwi-statement statement.
- Qalisa ukuThengiswa kokuQinisekisa . Ngeke kube ngezinga elifanayo njengeKrispy Kreme Blogger Summit, kodwa unokucinga nje ukuba yonke imixholo isasazeka kwizigidi zabafundi.
Ehlelwe nguSusie Wyshak, Oktobha 2015