U-Ralph Lauren Ulungelelanise umfanekiso wabo ngeCandelo eliBold
Ngexesha leeholide, u-Ralph Lauren utshintshe uphawu lwazo kwiimbala eziqaqambileyo kunye nabasebenzisi bamacandelo abaphila kulindeleke ukuba bathengiswe kwi-brand. Eli phulo lenzelwe ukugcina i-brand-top-of-mind for the shoppers.
I-Ralph Lauren ikampu yeeholide yamaninzi yayilawulwa nguSiegel + Gale waseNew York . Isicwangciso sophulo lwamanqaku amanyathelo sijoliswe ekujoliseni ngokubanzi, ukufikelela kwabaninzi abathengi beeholide njengoko kunokwenzeka ngomyalezo omtsha wesibindi. Ubanzi obubanzi beli phulo libonise ukuba yindleko enkulu kwi-brand.
Ukwenza Uninzi lweWebhsayithi yeMedia Media
Elinye iqela lomkhankaso weRalph Lauren multichannel lalipapashwe kwi - website ye- New York Times . Ukuqokelela kweeholide ka-2012 kubonakaliswe kwiibhanki kunye neentengiso zecala. Impembelelo, ingakumbi ngenxa yeqoqo elinemibala eninzi ebonakalayo kwividiyo kunye negalari yomfanekiso, kwakungenako ukufumana ingqalelo.
Iintengiso zebhanner zisebenza njengesiseko sokuchofoza ukujonga yonke iqoqo kwi-intanethi okanye ukufumana isitolo esithengisa ininzi yeqoqo.
Iintengiso zeRalph Lauren kwiWebhsayithi ye-New York Times zazinxibelelwano kwaye zanikwa ababukeli ukuba badlale ividiyo ebonisa ukuhanjiswa kweebhokisi zeesipho zikaRalph Lauren ngesitimela.
Into ebalulekileyo yeentengiso yiyo amandla abanika ababukeli ukukhangela iqoqo leeholide eRalph Lauren ngaphandle kokushiya iWebhsayithi yeNew York Times. Emva kokuba ividiyo yeeholide ekhethekileyo iphelile, ababukeli babebuyiselwe apho baqala khona kwiphepha lewebhu.
Abathengi Ikhasi ngeTrans Media Ads
Ukuprinta iintengiso kwakuyinxalenye yesikhankaso sokukhangisa, kunye neentengiso ezibekwe ngoJanuwari umxholo wamaphephancwadi aphakamileyo, kuquka i-Architectural Digest, i-Condé Nast, iVogue kunye ne-Wall Street Journal. Ukongezelela, iqoqo leholide yayineenkcukacha ezingaphambili kumaphepha e-Ralph Lauren Facebook. Inani lezithuba libonakalisa imifanekiso enemibala emikhulu kunye neqoqo leeholide evelele ngokugqithiseleyo kumfanekiso wesibhengezo. I-brand yaseRalph Lauren iphinde iqhube iintengiso ngee-imeyile ezixhomekeke kulabo abathengi befuna izipho zemigqi yokugqibela. Umgca wesifundo se-imeyile efundwayo: Fumana izipho ezigqibeleleyo zokugqibela zingaphantsi kwe-$ 150.
Indawo Yinto Yonke kwi-Multichannel Marketing
Ngokucacileyo, iimveliso zithengisa kwiivenkile nakwiiwebhusayithi apho abathengi babo bevela kwivenkile yabo yokuthengisa . Ingqwalasela ekhethekileyo inikezelwa ukukhethwa kweziza apho i-brand ifuna ukubonwa kwaye apho abantu abanqwenela khona ukuba bahambe khona.
Cinga ngempembelelo xa i-brand idibanisa neempawu ezifanayo kunye newebhsayithi ezithatha abathengi kwiimarike ezijoliswe kuyo , ekule meko kubathengi abathengisa izinto zokunethezeka.
Abathengisi bezinto ezihamba phambili baphendukela kakhulu kwimikhankaso yamanqanaba eminyaka ngexesha leeholide le-2012. U-Ralph Lauren wayenenkampani yaseFrance engumgubo weCartier ngomzamo wokutsala abathengi bezinto eziphathekayo. Iphulo likaCartier liveze ingqungquthela ye- Winter Tale eqhutywe nge-imeyile kunye nokushicilela. I-e-yorhwebo yayiyinxalenye ebalulekileyo yephulo leemveliso zezinto eziphathekayo kwaye yayimangalisa ngokukodwa kwimigudu yokukhanga abathengi abasemva. I-Cartier ibonise ividiyo yaseTyard Tale ekuqaleni kwexesha lokuthenga iholide kwaye igcinwe ingqungquthela yasebusika kulo lonke uphuhliso lweeholide.
Iberge yaseBrithani yaseBrithani ibonisa i-video yemidlalo yomculo eyayinomxholo wephulo layo leeholide.
Imveliso ye-Burberry yongeze i-luster kwividiyo efakwe kwi-store yayo yaseLondon kunye ne-teknoloji yayo ebanzi. UBurberry wadala i-video yesibini yokubingelela ngekhadi kwikhilomitha ekhethekileyo yeeholide kunye nakwii-media media. Le vidiyo ibonisa ukubhiyozelwa kwemini yokuhlwaya kwi-Burberry boutique efumaneka kwi-121 Regent Street eLondon. Ngokuqhelekileyo, uBurberry wakhuthaza abathengi bawo ukuba babelane ngevidiyo kwiindawo zokunxibelelana kwezentlalo.
Iikhampani zoMatshini zeNtengiso ezininzi zijolise ngokukhawuleza kwiNkqantosi enkulu yabathengi
Amandla emikhankaso yamanqanaba ahlukeneyo ngokucacileyo kwimiba yabathengi abangabandakanywa njengabaphulaphuli bezinto ezikhangayo. Isicwangciso ngasinye seplantiki sisetyenziswe ngendlela eyenza ukwandisa ikhono lokutsala abathengi abatsha kunye nokubandakanya abathengi abathembekileyo.
Uphando kwi-ad adware lubonisa ukuba ukupapashwa kwezibhengezo kunye nezipapasho zethelevishini zibalulekile ekwakheni ukukwazisa nge-brand kwaye kunokubangela ukuphakanyiswa kwemveliso. Nangona kunjalo, amava oonxibelelwano loluntu, njengama-Facebook, anika uhlobo oluneenkcukacha ezahlukeneyo. Abathengi namhlanje balindele ukuba baya kukwazi ukubeka izimvo kwi-brand kwaye bavezwe yinkampani: iindaba zentlalo zinika loo mava kwaye zingabangela ukubandakanyeka okunyanisekileyo kumthengi xa kuchazwe kakuhle.