{"id":321720,"date":"2018-10-18T14:12:13","date_gmt":"2018-10-18T07:12:13","guid":{"rendered":"https:\/\/www.saokim.com.vn\/blog\/?p=321720"},"modified":"2018-10-18T14:12:13","modified_gmt":"2018-10-18T07:12:13","slug":"bung-no-xay-dung-thuong-hieu-voi-phuong-thuc-du-kich","status":"publish","type":"post","link":"https:\/\/www.saokim.com.vn\/blog\/xay-dung-thuong-hieu\/bung-no-xay-dung-thuong-hieu-voi-phuong-thuc-du-kich\/","title":{"rendered":"B\u00f9ng n\u1ed5 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u v\u1edbi ph\u01b0\u01a1ng th\u1ee9c “du k\u00edch”"},"content":{"rendered":"

Khi ng\u00e2n s\u00e1ch l\u00e0 r\u00e0o c\u1ea3n l\u1edbn nh\u1ea5t \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00ec kh\u1ea3 n\u0103ng s\u00e1ng t\u1ea1o s\u1ebd l\u00e0 m\u1ed9t c\u1ee9u c\u00e1nh gi\u00fap doanh nghi\u1ec7p g\u00e2y \u1ea5n t\u01b0\u1ee3ng v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ki\u1ec3u \u201cdu k\u00edch\u201d ch\u00ednh l\u00e0 ph\u01b0\u01a1ng \u00e1n gi\u00fap b\u1ea1n b\u00f9ng n\u1ed5 tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng v\u1edbi chi ph\u00ed th\u1ea5p v\u00e0 hi\u1ec7u qu\u1ea3 b\u1ea5t ng\u1edd.<\/span><\/p>\n

1. X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ki\u1ec3u “du k\u00edch” l\u00e0 g\u00ec?<\/h2>\n

Trong chi\u1ebfn tranh, \u201cdu k\u00edch\u201d \u0111\u01b0\u1ee3c hi\u1ec3u \u0111\u01a1n gi\u1ea3n l\u00e0 <\/span>l\u1ed1i \u0111\u00e1nh ph\u1ee5c k\u00edch, b\u1ea5t ng\u1edd, ch\u1edbp nho\u00e1ng v\u00e0 r\u00fat lui nhanh<\/span><\/i>. M\u1ee5c ti\u00eau c\u1ee7a c\u00e1c cu\u1ed9c t\u1ea5n c\u00f4ng du k\u00edch l\u00e0 nh\u1eb1m v\u00e0o \u0111i\u1ec3m y\u1ebfu c\u1ee7a k\u1ebb th\u00f9, th\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u00e1c phe, nh\u00f3m qu\u00e2n s\u1ef1 nh\u1ecf, y\u1ebfu v\u00e0 c\u01a1 \u0111\u1ed9ng h\u01a1n \u00e1p d\u1ee5ng \u0111\u1ed1i v\u1edbi k\u1ebb th\u00f9 l\u1edbn m\u1ea1nh h\u01a1n.<\/span><\/p>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ki\u1ec3u du k\u00edch l\u00e0 <\/span>ngh\u1ec7 thu\u1eadt h\u00ecnh th\u00e0nh nh\u1eefng \u0111i\u1ec1u m\u00e0 doanh nghi\u1ec7p mu\u1ed1n kh\u00e1ch h\u00e0ng ngh\u0129 v\u1ec1 m\u00ecnh, th\u00f4ng qua h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb trong th\u1eddi gian ng\u1eafn d\u1ef1a tr\u00ean ph\u01b0\u01a1ng ph\u00e1p s\u00e1ng t\u1ea1o, \u0111\u1ed9c \u0111\u00e1o, d\u1ec5 g\u00e2y b\u1ea5t ng\u1edd, nh\u1eb1m \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3 l\u1eadp t\u1ee9c v\u1edbi chi ph\u00ed khi\u00eam t\u1ed1n nh\u01b0ng c\u00f3 th\u1ec3 thu h\u00fat s\u1ed1 \u0111\u00f4ng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, l\u00e0m cho h\u1ecd h\u00e0i l\u00f2ng, t\u1eeb \u0111\u00f3 t\u1ed1i \u0111a h\u00f3a l\u1ee3i \u00edch c\u1ee7a doanh nghi\u1ec7p. <\/span><\/i><\/p>\n

\u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng th\u1ee9c \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh d\u1ef1a tr\u00ean s\u1ef1 ra \u0111\u1eddi c\u1ee7a kh\u00e1i ni\u1ec7m Markeing du k\u00edch (Guerrilla Marketing). T\u1eeb kh\u00e1i ni\u1ec7m n\u00e0y, h\u00e0ng lo\u1ea1t c\u00e1c chi\u1ebfn d\u1ecbch Marketing, qu\u1ea3ng c\u00e1o s\u00e1ng t\u1ea1o kh\u00f4ng ng\u1edd \u0111\u01b0\u1ee3c ra \u0111\u1eddi, gi\u00fap c\u00e1c doanh nghi\u1ec7p ti\u1ebft ki\u1ec7m c\u00f4ng s\u1ee9c, ng\u00e2n s\u00e1ch v\u00e0 bi\u1ebfn ch\u00ednh nh\u1eefng kh\u00e1ch h\u00e0ng th\u00e0nh ng\u01b0\u1eddi qu\u1ea3ng c\u00e1o cho th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a m\u00ecnh.<\/span><\/p>\n

2. Doanh nghi\u1ec7p n\u00e0o c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng?<\/h2>\n

X\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ki\u1ec3u du k\u00edch l\u00e0 h\u00ecnh th\u1ee9c ph\u00f9 h\u1ee3p v\u1edbi t\u1ea5t c\u1ea3 c\u00e1c doanh nghi\u1ec7p. \u0110i\u1ec1u ki\u1ec7n \u0111\u1ec3 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng h\u00ecnh th\u1ee9c n\u00e0y ch\u00ednh l\u00e0 s\u1ef1 s\u00e1ng t\u1ea1o, linh ho\u1ea1t, m\u1ed9t ch\u00fat t\u00e1o b\u1ea1o \u0111\u1ec3 th\u1eed nh\u1eefng \u0111i\u1ec1u ch\u01b0a bao gi\u1edd d\u00e1m l\u00e0m v\u00e0 tinh th\u1ea7n s\u1eb5n s\u00e0ng ch\u1ea5p nh\u1eadn r\u1ee7i ro. <\/span><\/p>\n

Tuy nhi\u00ean, nh\u1eefng doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u00e0 ph\u00f9 h\u1ee3p h\u01a1n c\u1ea3 v\u1edbi ph\u01b0\u01a1ng th\u1ee9c n\u00e0y b\u1edfi ch\u00fang kh\u00f4ng c\u1ea7n t\u1edbi m\u1ed9t ng\u00e2n s\u00e1ch qu\u00e1 l\u1edbn v\u00e0 nh\u1eefng \u0111\u1ea7u t\u01b0 \u201ckh\u1ee7ng\u201d d\u1ed3n v\u00e0o c\u00e1c chi\u1ebfn d\u1ecbch marketing, qu\u1ea3ng c\u00e1o. \u0110\u00f4i khi vi\u1ec7c x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u theo ph\u01b0\u01a1ng th\u1ee9c n\u00e0y c\u00f2n thu h\u00fat l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng t\u0103ng v\u1ecdt, g\u00e2y \u0111\u01b0\u1ee3c ti\u1ebfng vang v\u00e0 mang l\u1ea1i doanh thu l\u1edbn h\u01a1n c\u1ea3 nh\u1eefng TVC \u0111\u1eaft \u0111\u1ecf t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u l\u1edbn.<\/span><\/p>\n

3. Case study: C\u00e1c doanh nghi\u1ec7p x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u ki\u1ec3u du k\u00edch ra sao?<\/h2>\n

V\u00ed \u0111i\u1ec7n t\u1eed MoMo l\u00e0 tr\u01b0\u1eddng h\u1ee3p \u0111\u1ea7u ti\u00ean m\u00e0 ch\u00fang t\u00f4i mu\u1ed1n \u0111\u1ec1 c\u1eadp t\u1edbi. Th\u1ecb tr\u01b0\u1eddng thanh to\u00e1n \u0111i\u1ec7n t\u1eed c\u00f2n \u0111ang b\u1ecf ng\u1ecf t\u1ea1i Vi\u1ec7t Nam b\u1edfi ph\u1ea7n l\u1edbn ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1eabn gi\u1eef th\u00f3i quen s\u1eed d\u1ee5ng ti\u1ec1n m\u1eb7t. \u0110\u1ec3 ph\u00e1 b\u1ecf r\u00e0o c\u1ea3n mang t\u00ednh t\u01b0 duy n\u00e0y, MoMo \u0111\u00e3 bi\u1ebfn ch\u00ednh nh\u1eefng kh\u00e1ch h\u00e0ng c\u1ee7a m\u00ecnh tr\u1edf th\u00e0nh ng\u01b0\u1eddi qu\u1ea3ng c\u00e1o cho th\u01b0\u01a1ng hi\u1ec7u b\u1eb1ng m\u1ed9t chi\u1ebfn d\u1ecbch h\u1ea5p d\u1eabn.<\/span><\/p>\n

\"\"<\/p>\n

C\u1ee5 th\u1ec3, t\u1ea5t c\u1ea3 kh\u00e1ch h\u00e0ng c\u00f3 t\u00e0i kho\u1ea3n tr\u00ean \u1ee9ng d\u1ee5ng MoMo \u0111\u1ec1u s\u1ebd \u0111\u01b0\u1ee3c t\u1eb7ng ngay 200.000\u0111 v\u00e0o t\u00e0i kho\u1ea3n n\u1ebfu gi\u1edbi thi\u1ec7u m\u1ed9t ng\u01b0\u1eddi kh\u00e1c c\u00f9ng \u0111\u0103ng k\u00fd t\u00e0i kho\u1ea3n tr\u00ean \u1ee9ng d\u1ee5ng n\u00e0y. Ng\u01b0\u1eddi d\u00f9ng m\u1edbi c\u1ee7a MoMo c\u0169ng s\u1ebd \u0111\u01b0\u1ee3c t\u1eb7ng 100.000\u0111 v\u00e0o t\u00e0i kho\u1ea3n c\u1ee7a m\u00ecnh ngay sau \u0111\u00f3. B\u1eb1ng c\u00e1ch n\u00e0y, kh\u00e1ch h\u00e0ng s\u1ebd c\u1ed1 g\u1eafng gi\u1edbi thi\u1ec7u th\u1eadt nhi\u1ec1u b\u1ea1n b\u00e8, ng\u01b0\u1eddi th\u00e2n t\u1ea3i \u1ee9ng d\u1ee5ng MoMo v\u00e0 \u0111\u0103ng k\u00fd s\u1eed d\u1ee5ng. H\u01a1n h\u1ebft, ch\u1ec9 khi tr\u1ef1c ti\u1ebfp s\u1eed d\u1ee5ng \u1ee9ng d\u1ee5ng, h\u1ecd m\u1edbi n\u1eafm \u0111\u01b0\u1ee3c nh\u1eefng ti\u1ec7n \u00edch m\u00e0 b\u1ea5y l\u00e2u nay m\u00ecnh ch\u01b0a quan t\u00e2m t\u1edbi. Nh\u01b0 v\u1eady, chi ph\u00ed cho vi\u1ec7c qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 n\u00f3i l\u00e0 r\u1ea5t th\u1ea5p, ng\u00e2n s\u00e1ch \u0111\u1ec3 t\u1eb7ng ti\u1ec1n mi\u1ec5n ph\u00ed cho kh\u00e1ch h\u00e0ng c\u0169ng kh\u00f4ng qu\u00e1 cao, trong khi \u0111\u00f3 MoMo l\u1ea1i thu h\u00fat \u0111\u01b0\u1ee3c m\u1ed9t l\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng kh\u00f4ng h\u1ec1 nh\u1ecf. <\/span><\/p>\n

M\u1ed9t v\u00ed d\u1ee5 kh\u00e1c, v\u00e0o n\u0103m 2016, gi\u1edbi tr\u1ebb H\u00e0 N\u1ed9i h\u00e0o h\u1ee9ng s\u0103n 1000 v\u00e9 tham gia Color Me Run b\u1eb1ng vi\u1ec7c x\u00e9 nh\u00e3n chai LaVie. Sau m\u1ed9t th\u00e1ng tri\u1ec3n khai chi\u1ebfn d\u1ecbch, c\u00f3 t\u1edbi h\u00e0ng tri\u1ec7u chai LaVie phi\u00ean b\u1ea3n gi\u1edbi h\u1ea1n Color Me Run \u0111\u00e3 \u0111\u01b0\u1ee3c b\u00e1n ra, v\u00e0 LaVie tr\u1edf th\u00e0nh c\u00e1i t\u00ean \u201chot\u201d nh\u1ea5t gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u01b0\u1edbc \u0111\u00f3ng chai khi \u0111\u01b0\u1ee3c t\u00ecm ki\u1ebfm kh\u1eafp m\u1ecdi n\u01a1i v\u00e0 tr\u00f4ng \u0111\u1ee3i s\u1ebd \u0111\u1ed3ng h\u00e0nh c\u00f9ng gi\u1edbi tr\u1ebb trong nh\u1eefng m\u00f9a ch\u1ea1y ti\u1ebfp theo.<\/span><\/p>\n

\"\"<\/p>\n

Ngo\u00e0i ra, nh\u1eefng \u00fd t\u01b0\u1edfng x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u du k\u00edch s\u00e1ng t\u1ea1o c\u0169ng v\u00f4 c\u00f9ng phong ph\u00fa. B\u1ea1n c\u00f3 th\u1ec3 tham kh\u1ea3o m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 sau \u0111\u00e2y:<\/span><\/p>\n

\"\"
Th\u00e1ch th\u1ee9c ng\u01b0\u1eddi \u0111i \u0111\u01b0\u1eddng ph\u00e1 v\u1ee1 s\u1ea3n ph\u1ea9m k\u00ednh ch\u1ed1ng \u0111\u1ea1n \u0111\u1ec3 \u0111\u01b0\u1ee3c h\u01b0\u1edfng h\u1ebft s\u1ed1 ti\u1ec1n b\u00ean trong<\/figcaption><\/figure>\n
\"\"
VietjetAir t\u1ed5 ch\u1ee9c m\u1ed9t bu\u1ed5i bi\u1ec3u di\u1ec5n flashmob ho\u00e0nh tr\u00e1ng t\u1ea1i nh\u00e0 h\u00e1t l\u1edbn H\u1ea3i Ph\u00f2ng, thu h\u00fat s\u1ef1 tham gia c\u1ee7a tr\u00ean 500 b\u1ea1n tr\u1ebb v\u00e0 s\u1ef1 hi\u1ebfu k\u1ef3 c\u1ee7a r\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi d\u00e2n, \u0111\u00e1nh d\u1ea5u s\u1ef1 ra m\u1eaft r\u1ea7m r\u1ed9 c\u1ee7a \u0111\u01b0\u1eddng bay HCM – HP v\u00e0o n\u0103m 2012<\/figcaption><\/figure>\n

4. Nh\u1eefng \u0111i\u1ec1u c\u1ea7n l\u01b0u \u00fd khi x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u du k\u00edch<\/h2>\n

4.1 \u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u du k\u00edch<\/h3>\n

\u0110\u1ec3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c th\u01b0\u01a1ng hi\u1ec7u b\u1ea5t k\u1ec3 b\u1eb1ng ph\u01b0\u01a1ng th\u1ee9c n\u00e0o, doanh nghi\u1ec7p c\u0169ng c\u1ea7n t\u1edbi c\u00e1c c\u00f4ng c\u1ee5 Marketing, qu\u1ea3ng c\u00e1o\u2026 \u0110\u1ed1i v\u1edbi ki\u1ec3u du k\u00edch, c\u00e1c chi\u1ebfn d\u1ecbch th\u01b0\u1eddng b\u00f9ng n\u1ed5 v\u1edbi nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m nh\u01b0 sau:<\/span><\/p>\n