{"id":318202,"date":"2016-07-19T23:41:58","date_gmt":"2016-07-19T16:41:58","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=318202"},"modified":"2021-06-30T07:55:57","modified_gmt":"2021-06-30T07:55:57","slug":"chien-luoc-de-tien-den-thuong-hieu-top-of-mind","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/chien-luoc-de-tien-den-thuong-hieu-top-of-mind\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 ti\u1ebfn \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u “Top-Of-Mind”"},"content":{"rendered":"\n

S\u1ef1 n\u1ed5i ti\u1ebfng nh\u00ecn chung \u0111em l\u1ea1i l\u1ee3i th\u1ebf v\u1ec1 m\u1eb7t nh\u1eadn th\u1ee9c. Trong th\u01b0\u01a1ng tr\u01b0\u1eddng c\u0169ng v\u1eady, th\u01b0\u01a1ng hi\u1ec7u c\u00e0ng \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi bi\u1ebft \u0111\u1ebfn, c\u00e0ng c\u00f3 l\u1ee3i l\u00e0 \u0111i\u1ec1u kh\u00f4ng th\u1ec3 ph\u1ee7 nh\u1eadn. Khi c\u00f3 \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf n\u00e0y, kh\u00e1ch h\u00e0ng s\u1ebd c\u00f3 kh\u1ea3 n\u0103ng \u0111i \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng cao h\u01a1n. Cu\u1ed9c \u0111ua chi\u1ebfm l\u1ea5y v\u1ecb tr\u00ed s\u1ed1 m\u1ed9t trong t\u00e2m tr\u00ed kh\u00e1ch h\u00e0ng (th\u01b0\u01a1ng hi\u1ec7u top-of-mind) d\u01b0\u1eddng nh\u01b0 ch\u01b0a bao gi\u1edd l\u00e0 d\u1ec5 d\u00e0ng c\u1ea3, v\u1eady doanh nghi\u1ec7p c\u1ee7a b\u1ea1n s\u1ebd c\u1ea7n c\u00f3 k\u1ebf ho\u1ea1ch nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng m\u1ee5c ti\u00eau \u1ea5y hi\u1ec7u qu\u1ea3 nh\u1ea5t v\u00e0 nhanh nh\u1ea5t? B\u00e0i vi\u1ebft n\u00e0y s\u1ebd cho b\u1ea1n m\u1ed9t v\u00e0i g\u1ee3i \u00fd.<\/p>\n\n\n\n

\u0110\u1ea7u ti\u00ean, “Top of Mind” c\u00f3 ngh\u0129a l\u00e0 g\u00ec?<\/strong><\/p>\n\n\n\n

“Top of Mind” \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 m\u1ee9c \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u01b0\u01a1ng hi\u1ec7u cao nh\u1ea5t c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u00f3; khi m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0\u1ee3c h\u1ecfi s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u n\u00e0o khi\u1ebfn h\u1ecd nh\u1edb \u0111\u1ebfn \u0111\u1ea7u ti\u00ean trong m\u1ed9t l\u0129nh v\u1ef1c kinh doanh c\u1ee5 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp. M\u1ed9t v\u00ed d\u1ee5 nh\u1ecf nh\u01b0 nh\u1eafc t\u1edbi b\u1ed9t gi\u1eb7t , b\u1ea1n s\u1ebd ngh\u0129 \u0111\u1ebfn Omo hay Tide \u0111\u1ea7u ti\u00ean?  Hay n\u01b0\u1edbc ng\u1ecdt c\u00f3 gas s\u1ebd l\u00e0 Coca Cola hay Pepsi…<\/p><\/blockquote>\n\n\n\n

\u0110\u1ec3 c\u00f3 chi\u1ebfn l\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u <\/a><\/span><\/strong>\u0111\u00fang \u0111\u1eafn v\u01b0\u01a1n l\u00ean v\u1ecb tr\u00ed s\u1ed1 1 v\u1ec1 \u0111\u1ed9 nh\u1eadn bi\u1ebft, doanh nghi\u1ec7p s\u1ebd c\u1ea7n ph\u1ea3i:<\/p>\n\n\n\n

\"chien-luoc-thuong-hieu-cong-ty\"<\/a><\/figure><\/div>\n\n\n\n

1. X\u00e1c \u0111\u1ecbnh th\u1eddi gian theo \u0111u\u1ed5i<\/strong><\/h2>\n\n\n\n

Theo nghi\u00ean c\u1ee9u c\u1ee7a Chilton, 34% ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ch\u1edd mua s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u00edt nh\u1ea5t l\u00e0 trong b\u1ea3y th\u00e1ng ; 27% s\u1ed1 ng\u01b0\u1eddi s\u1ebd mua v\u00e0o h\u01a1n m\u1ed9t n\u0103m sau \u0111\u00f3. N\u1ebfu h\u01a1n 60% kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n \u0111ang ch\u1edd \u0111\u1ee3i m\u1ed9t kho\u1ea3ng th\u1eddi gian kh\u00e1 d\u00e0i \u0111\u1ec3 ra quy\u1ebft \u0111\u1ecbnh mua cu\u1ed1i c\u00f9ng th\u00ec \u0111\u00f3 ch\u00ednh l\u00e0 c\u01a1 h\u1ed9i \u0111\u1ec3 b\u1ea1n ki\u00ean tr\u00ec x\u00e2y d\u1ef1ng v\u1ecb tr\u00ed c\u1ee7a ch\u00ednh m\u00ecnh. Trong tr\u01b0\u1eddng h\u1ee3p doanh nghi\u1ec7p kh\u00f4ng b\u00e1m \u0111u\u1ed5i m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh m\u1ed9t c\u00e1ch t\u1eadp trung nh\u1ea5t ho\u1eb7c kh\u00f4ng l\u00e0m g\u00ec c\u1ea3 \u0111\u1ec3 t\u0103ng \u0111\u1ed9 nh\u1eadn bi\u1ebft th\u00ec kh\u00e1ch h\u00e0ng cu\u1ed1i c\u00f9ng c\u0169ng s\u1ebd qu\u00ean m\u1ea5t v\u00e0 quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng s\u1ebd r\u01a1i v\u00e0o qu\u00ean l\u00e3ng r\u1ea5t nhanh b\u1edfi s\u1ef1 xu\u1ea5t hi\u1ec7n v\u00e0 thu h\u00fat c\u1ee7a h\u00e0ng lo\u1ea1t c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi l\u1edbn \u0111\u1ebfn nh\u1ecf tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1ec1 ra, nh\u1ea5t thi\u1ebft doanh nghi\u1ec7p c\u1ee7a b\u1ea1n c\u1ea7n tu\u00e2n th\u1ee7 th\u1eddi gian v\u00e0 ki\u00ean tr\u00ec b\u00e1m \u0111u\u1ed5i m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch s\u00e1t sao, ch\u00fa t\u00e2m th\u1ef1c s\u1ef1 nh\u1eb1m l\u00f4i k\u00e9o kh\u00e1ch h\u00e0ng v\u1ec1 m\u00ecnh.<\/p>\n\n\n\n

2. \u0110\u1ea3m b\u1ea3o r\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u lu\u00f4n \u0111\u01b0\u1ee3c t\u00ecm th\u1ea5y<\/strong><\/h2>\n\n\n\n

C\u00f2n g\u00ec l\u00e3ng ph\u00ed ngu\u1ed3n l\u1ef1c h\u01a1n n\u1ebfu ra s\u1ee9c \u0111\u1ea7u t\u01b0 m\u00e0 v\u1eabn kh\u00f4ng ai bi\u1ebft t\u1edbi th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n t\u1ed3n t\u1ea1i. T\u1ed1i \u01b0u h\u00f3a trang web, tham gia t\u00edch c\u1ef1c v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng s\u1ef1 k\u1ebft n\u1ed1i, s\u1eed d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c t\u1eeb kh\u00f3a v\u00e0 c\u00e1c c\u01a1 h\u1ed9i \u0111\u1ec3 t\u1ea1o d\u1ef1ng uy t\u00edn v\u1edbi ngu\u1ed3n n\u1ed9i dung th\u1eadt m\u1ea1nh l\u00e0 \u0111i\u1ec1u doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i l\u00e0m. Khi m\u1ed9t ng\u01b0\u1eddi t\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u n\u00e0o \u0111\u00f3, \u0111\u1ea3m b\u1ea3o r\u1eb1ng doanh nghi\u1ec7p b\u1ea1n s\u1ebd kh\u00f4ng b\u1ecf l\u1ee1 c\u01a1 h\u1ed9i \u0111\u01b0\u1ee3c xu\u1ea5t hi\u1ec7n trong s\u1ed1 nh\u1eefng k\u1ebft qu\u1ea3 \u0111\u01b0\u1ee3c t\u00ecm th\u1ea5y \u0111\u1ea7u ti\u00ean \u0111\u1ec3 tr\u1edf n\u00ean \u01b0u th\u1ebf h\u01a1n. S\u1ebd c\u00f3 r\u1ea5t nhi\u1ec1u th\u01b0\u01a1ng hi\u1ec7u c\u00f9ng ch\u1ea1y \u0111ua gi\u1ed1ng nh\u01b0 ch\u00ednh doanh nghi\u1ec7p c\u1ee7a b\u1ea1n \u0111ang l\u00e0m, v\u00ec v\u1eady n\u1ebfu ch\u1ec9 c\u1ea7n m\u1ed9t ch\u00fat s\u1ef1 l\u01a1 l\u00e0, thi\u1ebfu t\u1eadp trung khi \u0111\u1ea9y t\u1eeb kh\u00f3a v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, ch\u1eafc ch\u1eafn trang web hay k\u1ebft qu\u1ea3 t\u00ecm ki\u1ebfm v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n s\u1ebd nhanh ch\u00f3ng t\u1ee5t h\u1ea1ng v\u00e0 b\u1ecb chi\u1ebfm m\u1ea5t v\u1ecb tr\u00ed.<\/p>\n\n\n\n

3. \u0110\u1ea7u t\u01b0 v\u00e0o n\u1ed9i dung<\/strong><\/h2>\n\n\n\n

N\u1ed9i dung \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c truy\u1ec1n t\u1ea3i th\u00f4ng tin \u0111\u1ebfn kh\u00e1ch h\u00e0ng. \u0110\u00f3 s\u1ebd ph\u1ea3i l\u00e0 nh\u1eefng th\u00f4ng tin h\u1ea5p d\u1eabn, nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 quan t\u00e2m v\u00e0 c\u00f3 l\u1ed1i di\u1ec5n \u0111\u1ea1t linh ho\u1ea1t tr\u00ean nhi\u1ec1u h\u00ecnh th\u1ee9c. Kh\u00e1ch h\u00e0ng ch\u1eafc h\u1eb3n s\u1ebd kh\u00f4ng th\u1ec3 \u1ea5n t\u01b0\u1ee3ng v\u1edbi nh\u1eefng n\u1ed9i dung qu\u1ea3ng c\u00e1o nh\u00e0m ch\u00e1n v\u00e0 t\u1ebb nh\u1ea1t. V\u1eady th\u00ec h\u1ecd c\u0169ng s\u1ebd kh\u00f4ng th\u1ec3 nh\u1edb \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u \u1ea5y m\u1ed9t c\u00e1ch s\u00e2u \u0111\u1eadm. Ngay nh\u01b0 l\u1eddi ch\u00e0o \u0111\u1ea7u ti\u00ean g\u1eedi \u0111\u1ebfn kh\u00e1ch h\u00e0ng qua s\u1eed d\u1ee5ng email-marketing, n\u1ed9i dung c\u00e0ng ph\u1ea3i \u0111\u01b0\u1ee3c \u0111\u1ea7u t\u01b0 v\u00e0 th\u00fa v\u1ecb h\u01a1n b\u1edfi s\u1ef1 ti\u1ebfp c\u1eadn di\u1ec5n ra trong m\u1ed9t kho\u1ea3ng th\u1eddi gian r\u1ea5t nhanh ch\u00f3ng, kh\u00e1ch h\u00e0ng ch\u1ec9 l\u01b0\u1edbt qua email v\u00e0 c\u00f3 th\u1ec3 c\u1ea3m th\u1ea5y ch\u00fa \u00fd ho\u1eb7c l\u00e0 th\u1edd \u01a1 x\u00f3a b\u1ecf ngay t\u1ee9c th\u00ec. C\u01a1 h\u1ed9i \u0111\u1ec3 l\u1ecdt v\u00e0o t\u1ea7m m\u1eaft c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u00e3 kh\u00f4ng nhi\u1ec1u, n\u1ed9i dung l\u1ea1i kh\u00f4ng c\u00f3 g\u00ec \u0111\u1eb7c bi\u1ec7t th\u00ec qu\u1ea3 l\u00e0 m\u1ed9t s\u1ef1 \u0111\u00e1ng ti\u1ebfc cho vi\u1ec7c qu\u1ea3ng b\u00e1.<\/p>\n\n\n\n

4. Cung c\u1ea5p th\u00f4ng tin th\u1ef1c s\u1ef1 c\u00f3 \u00edch \u0111\u1ebfn kh\u00e1ch h\u00e0ng<\/strong><\/h2>\n\n\n\n

Kh\u00e1ch h\u00e0ng ng\u00e0y nay c\u00f3 m\u1ed9t kho tr\u1eef th\u00f4ng tin kh\u1ed5ng l\u1ed3 \u0111\u1ec3 t\u00ecm ki\u1ebfm, v\u00ec th\u1ebf h\u1ecd bi\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n r\u1ea5t nhanh ch\u00f3ng chi v\u1edbi m\u1ed9t v\u00e0i thao t\u00e1c t\u00ecm ki\u1ebfm \u0111\u01a1n gi\u1ea3n. Th\u1eadm ch\u00ed h\u1ecd c\u00f3 th\u1ec3 so s\u00e1nh th\u01b0\u01a1ng hi\u1ec7u n\u00e0y v\u1edbi th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c v\u00e0 \u0111\u1ecdc \u0111\u01b0\u1ee3c ph\u1ea3n h\u1ed3i t\u1eeb nhi\u1ec1u kh\u00e1ch h\u00e0ng \u0111\u00e3 mua hay s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5. Kh\u00e1ch h\u00e0ng v\u1eabn lu\u00f4n l\u1eafng nghe v\u00e0 xem b\u1ea1n s\u1ebd n\u00f3i v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh nh\u01b0 th\u1ebf n\u00e0o, c\u00f3 \u0111\u00fang v\u1edbi nh\u1eefng g\u00ec m\u00e0 h\u1ecd \u0111\u00e3 t\u00ecm \u0111\u01b0\u1ee3c hay kh\u00f4ng ho\u1eb7c c\u00f3 gi\u1ed1ng nh\u01b0 nh\u1eefng ng\u01b0\u1eddi kh\u00e1c m\u00f4 t\u1ea3. N\u1ebfu b\u1ea1n cung c\u1ea5p m\u1ed9t s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5, c\u1ea7n gi\u1ea3i th\u00edch c\u1ee5 th\u1ec3 r\u1eb1ng t\u1ea1i sao n\u00f3 tr\u1edf n\u00ean v\u01b0\u1ee3t tr\u1ed9i v\u00e0 \u0111\u00e1ng b\u1ecf ti\u1ec1n \u0111\u1ec3 s\u1edf h\u1eefu h\u01a1n l\u00e0 gi\u00e1 c\u1ea3. Gi\u00e1 ti\u1ec1n s\u1ebd t\u01b0\u01a1ng \u1ee9ng v\u1edbi gi\u00e1 tr\u1ecb, v\u00ec th\u1ebf h\u00e3y nh\u1ea5n m\u1ea1nh v\u00e0o l\u00ed do t\u1ea1i sao h\u1ecd l\u1ea1i n\u00ean mua.<\/p>\n\n\n\n

\"chien-luoc-thuong-hieu-cong-ty-1\"<\/a><\/figure><\/div>\n\n\n\n

5. Kh\u00f4ng so s\u00e1nh<\/strong><\/h2>\n\n\n\n

\u0110\u1eebng ph\u00ed th\u1eddi gian n\u00f3i v\u1ec1 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh; thay v\u00e0o \u0111\u00f3, h\u00e3y t\u1eadp trung \u0111\u1ec3 n\u00f3i v\u1ec1 b\u1ea3n th\u00e2n m\u00ecnh, v\u1ec1 ch\u00ednh s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 m\u00e0 doanh nghi\u1ec7p b\u1ea1n c\u00f3. H\u1ecdc c\u00e1ch l\u1eafng nghe nhi\u1ec1u h\u01a1n \u0111\u1ec3 t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng mong mu\u1ed1n \u0111i\u1ec1u g\u00ec, ph\u1ea3n \u1ee9ng c\u1ee7a h\u1ecd ra sao, c\u00e1ch ti\u1ebfp c\u1eadn nh\u01b0 th\u1ebf n\u00e0o s\u1ebd \u0111\u1ebfn g\u1ea7n \u0111\u01b0\u1ee3c h\u1ecd. N\u1ebfu nh\u01b0 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u00f3 b\u1ecb thu h\u00fat v\u00e0 b\u1eaft ch\u01b0\u1edbc c\u00e1ch tri\u1ec3n khai c\u1ee7a doanh nghi\u1ec7p b\u1ea1n, thay v\u00ec ch\u1ec9 tr\u00edch, h\u1ea1 th\u1ea5p c\u00e1c nh\u00e3n hi\u1ec7u kh\u00e1c, b\u1ea1n c\u1ea7n bi\u1ebfn \u0111\u1ed1i th\u1ee7 tr\u1edf th\u00e0nh kh\u00e1n gi\u1ea3 c\u1ee7a m\u00ecnh. M\u1ed7i th\u01b0\u01a1ng hi\u1ec7u c\u00f3 \u0111i\u1ec3m m\u1ea1nh ri\u00eang v\u00e0 c\u1ea7n khai th\u00e1c \u0111\u1ec3 tr\u1edf n\u00ean n\u1ed5i b\u1eadt nh\u1ea5t c\u00f3 th\u1ec3.<\/p>\n\n\n\n

D\u00f9 quy m\u00f4 c\u1ee7a doanh nghi\u1ec7p \u1edf m\u1ee9c v\u1eeba v\u00e0 nh\u1ecf, kh\u00e1ch h\u00e0ng v\u1eabn lu\u00f4n c\u1ea7n c\u00f3 s\u1ef1 nh\u1eadn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u1edbi c\u1ea3m x\u00fac th\u1ef1c s\u1ef1. Ch\u1ec9 th\u01b0\u01a1ng hi\u1ec7u n\u00e0o chi\u1ebfm \u0111\u01b0\u1ee3c tr\u00e1i tim c\u1ee7a h\u1ecd, th\u01b0\u01a1ng hi\u1ec7u \u1ea5y m\u1edbi x\u1ee9ng \u0111\u00e1ng n\u1eb1m \u1edf v\u1ecb tr\u00ed “Top-of-mind” m\u00e0 kh\u00e1ch h\u00e0ng s\u1ebd lu\u00f4n nh\u1edb \u0111\u1ebfn \u0111\u1ea7u ti\u00ean.<\/p>\n\n\n\n

Hi v\u1ecdng qua b\u00e0i vi\u1ebft n\u00e0y, doanh nghi\u1ec7p b\u1ea1n \u0111\u00e3 c\u00f3 th\u00eam nhi\u1ec1u th\u00f4ng tin b\u1ed5 \u00edch trong vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u<\/a> <\/span><\/strong>c\u1ee7a m\u00ecnh. Sao Kim s\u1eb5n s\u00e0ng h\u1ed7 tr\u1ee3 b\u1ea1n khi c\u1ea7n nh\u1eefng t\u01b0 v\u1ea5n chuy\u00ean s\u00e2u h\u01a1n t\u1eeb \u0111\u1ed9i ng\u0169 c\u1ee7a ch\u00fang t\u00f4i.<\/p>\n\n\n\n

Ngu\u1ed3n: Sao Kim Branding<\/a><\/strong><\/span><\/span><\/p>\n\n\n\n

Chuy\u00ean gia h\u00e0ng \u0111\u1ea7u v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u<\/span><\/p>\n\n\n\n

Xem th\u00eam nh\u1eefng b\u00e0i vi\u1ebft kh\u00e1c:<\/span><\/strong><\/p>\n\n\n\n