{"id":79779,"date":"2018-01-11T16:11:38","date_gmt":"2018-01-11T09:11:38","guid":{"rendered":"https:\/\/www.boxme.vn\/?p=79779"},"modified":"2018-01-11T16:11:38","modified_gmt":"2018-01-11T09:11:38","slug":"loi-ich-cua-phat-hang-mau-sampling","status":"publish","type":"post","link":"https:\/\/boxme.asia\/vi\/loi-ich-cua-phat-hang-mau-sampling\/","title":{"rendered":"L\u1ee3i \u00edch kh\u00f4ng th\u1ec3 b\u1ecf qua c\u1ee7a chi\u1ebfn thu\u1eadt ph\u00e1t h\u00e0ng m\u1eabu – sampling trong marketing"},"content":{"rendered":"

Theo b\u00e1o c\u00e1o g\u1ea7n \u0111\u00e2y c\u1ee7a Sampling Effectiveness Advisors: 73% ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00f3i r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 mua h\u00e0ng sau khi tr\u1ea3i nghi\u1ec7m th\u1eed s\u1ea3n ph\u1ea9m v\u00e0 ch\u1ec9 25% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho r\u1eb1ng quy\u1ebft \u0111\u1ecbnh mua c\u1ee7a h\u1ecd b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh. Khi b\u1ea1n kh\u00edch l\u1ec7 \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch h\u00e0ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m m\u1eabu c\u1ee7a c\u00f4ng ty, ho\u1ea1t \u0111\u1ed9ng k\u00edch ho\u1ea1t th\u01b0\u01a1ng hi\u1ec7u (brand activation) s\u1ebd \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 hi\u1ec7u qu\u1ea3 t\u1ed1i \u01b0u. N\u1ebfu tr\u01b0\u1edbc \u0111\u00e2y ho\u1ea1t \u0111\u1ed9ng n\u00e0y \u0111\u1eb7c bi\u1ec7t ph\u00f9 h\u1ee3p v\u1edbi ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng nhanh (FMCG) th\u00ec hi\u1ec7n t\u1ea1i \u0111\u00e3 m\u1edf r\u1ed9ng h\u01a1n v\u1edbi ng\u00e0nh d\u1ecbch v\u1ee5 v\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn kh\u00e1c bi\u1ec7t. Theo \u0111\u00f3, ng\u00e0nh d\u1ecbch v\u1ee5 hi\u1ec7n t\u1ea1i t\u1eb7ng h\u00e0ng m\u1eabu cho kh\u00e1ch h\u00e0ng th\u00f4ng th\u1ebb qu\u00e0 t\u1eb7ng (voucher) khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng tr\u1ea3i nghi\u1ec7m th\u1eed d\u1ecbch v\u1ee5 mi\u1ec5n ph\u00ed (\u0111i\u1ec3n h\u00ecnh l\u00e0 d\u1ecbch v\u1ee5 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, s\u1eafc \u0111\u1eb9p, \u0103n u\u1ed1ng,..).<\/span><\/p>\n

Th\u1ef1c hi\u1ec7n m\u1ed9t chi\u1ebfn d\u1ecbch ph\u00e1t h\u00e0ng m\u1eabu th\u00e0nh c\u00f4ng c\u00f3 th\u1ec3 gi\u00fap c\u00f4ng ty \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng l\u1ee3i \u00edch l\u00e2u d\u00e0i, ngo\u00e0i vi\u1ec7c h\u1ed7 tr\u1ee3 ho\u00e0n th\u00e0nh nh\u1eefng m\u1ee5c ti\u00eau kinh doanh. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng l\u00fd do ti\u00eau bi\u1ec3u v\u00ec sao c\u00e1c doanh nghi\u1ec7p kh\u00f4ng n\u00ean b\u1ecf qua ho\u1ea1t \u0111\u1ed9ng ph\u00e1t h\u00e0ng m\u1eabu:<\/span><\/p>\n

Ho\u1ea1t \u0111\u1ed9ng sampling l\u00e0m t\u0103ng tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi s\u1ea3n ph\u1ea9m<\/b>
\nB\u00e1o c\u00e1o th\u01b0\u1eddng ni\u00ean c\u1ee7a Vi\u1ec7n ti\u1ebfp th\u1ecb s\u1ef1 ki\u1ec7n (EMI) ch\u1ec9 ra r\u1eb1ng, c\u00e2u h\u1ecfi l\u1edbn nh\u1ea5t c\u1ee7a c\u00e1c doanh nghi\u1ec7p \u0111\u1eb7t ra: \u0110\u00e2u l\u00e0 \u0111\u1ed9ng l\u1ef1c \u0111\u1ec3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eb5n s\u00e0n d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m m\u1eabu c\u1ee7a c\u00f4ng ty? Theo \u0111\u00f3, 81% ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u1ea3 l\u1eddi h\u1ecd s\u1eb5n s\u00e0ng d\u00f9ng th\u1eed v\u00ec h\u1ecd th\u00edch tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed. M\u1eb7t kh\u00e1c, ch\u1ec9 49% kh\u00e1ch h\u00e0ng mu\u1ed1n t\u00ecm hi\u1ec3u v\u1ec1 s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty v\u00e0 ch\u1ec9 46% nguy\u00ean nh\u00e2n b\u1eaft ngu\u1ed3n t\u1eeb ni\u1ec1m y\u00eau th\u00edch nh\u00e3n h\u00e0ng.<\/span>
\nTuy nhi\u00ean, d\u00f9 b\u1eaft ngu\u1ed3n t\u1eeb nguy\u00ean nh\u00e2n n\u00e0o, ho\u1ea1t \u0111\u1ed9ng sampling \u0111\u1ec1u \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e1nh gi\u00e1 l\u00e0 t\u0103ng t\u00ednh tr\u1ea3i nghi\u1ec7m s\u1ea3n ph\u1ea9m v\u00e0 c\u01a1 h\u1ed9i quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng cao h\u01a1n so v\u1edbi khi kh\u00f4ng \u0111\u01b0\u1ee3c d\u00f9ng th\u1eed s\u1ea3n ph\u1ea9m.<\/span><\/p>\n

T\u0103ng ni\u1ec1m tin c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 s\u1ea3n ph\u1ea9m<\/b>
\nN\u1ebfu m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n l\u00e0 gi\u00fap ng\u01b0\u1eddi ti\u00eau d\u00f9ng hi\u1ec3u h\u01a1n v\u1ec1 s\u1ea3n ph\u1ea9m, c\u00f3 l\u1ebd kh\u00f4ng c\u00f3 c\u00e1ch n\u00e0o t\u1ed1t h\u01a1n ho\u1ea1t \u0111\u1ed9ng sampling. Ph\u00e1t h\u00e0ng m\u1eabu gi\u00fap c\u00f4ng ty d\u1ec5 \u0111\u1ecbnh v\u1ecb \u0111\u01b0\u1ee3c c\u1ea3m x\u00fac v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a kh\u00e1ch h\u00e0ng. Th\u00f4ng qua h\u00e0ng m\u1eabu, b\u1ea1n c\u00f3 th\u1ec3 ch\u1ee9ng minh \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty c\u00f3 th\u1ec3 gi\u00fap l\u00e0n da kh\u00e1ch h\u00e0ng kh\u1ecfe m\u1ea1nh v\u00e0 m\u1ecbn m\u00e0ng h\u01a1n, tr\u00ed tu\u1ec7 minh m\u1eabn ho\u1eb7c kh\u00f4ng gian nh\u00e0 c\u1eeda th\u01a1m tho v\u00e0 s\u1ea1ch s\u1ebd h\u01a1n. Th\u00eam v\u00e0o \u0111\u00f3, s\u1ea3n ph\u1ea9m m\u1eabu c\u00f3 th\u1ec3 cho th\u1ea5y t\u00ednh kh\u00e1c bi\u1ec7t t\u1eeb s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 kh\u00e1c, t\u1eeb \u0111\u00f3 n\u00e2ng cao \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ea1nh tranh. C\u00f3 th\u1ec3 th\u1ea5y, ch\u1ec9 khi kh\u00e1ch h\u00e0ng th\u1eed s\u1ea3n ph\u1ea9m, h\u1ecd m\u1edbi c\u00f3 th\u1ec3 tin nh\u1eefng l\u1eddi b\u1ea1n qu\u1ea3ng c\u00e1o v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng.<\/span><\/p>\n

M\u1eb7t kh\u00e1c, \u1ea5n t\u01b0\u1ee3ng c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n trong l\u1ea7n \u0111\u1ea7u ti\u00ean h\u1ecd \u0111\u01b0\u1ee3c tr\u1ea3i nghi\u1ec7m th\u1eed s\u1ea3n ph\u1ea9m. \u0110\u00e2y c\u0169ng l\u00e0 b\u01b0\u1edbc \u0111\u1ea7u ti\u00ean doanh nghi\u1ec7p t\u1ea1o \u0111\u01b0\u1ee3c m\u1ed1i li\u00ean h\u1ec7 c\u1ea3m x\u00fac gi\u1eefa s\u1ea3n ph\u1ea9m v\u00e0 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. M\u1ed1i li\u00ean h\u1ec7 n\u00e0y l\u00e0 y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i trong vi\u1ec7c ph\u00e1t tri\u1ec3n v\u00e0 duy tr\u00ec l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

B\u00e0i vi\u1ebft li\u00ean quan: [Case study] Ti\u1ebfp th\u1ecb qu\u00e0 t\u1eb7ng qua k\u00eanh online – B\u1ea5t \u0111\u1ed9ng s\u1ea3n \u0110\u1ea1i Vi\u1ec7t<\/a><\/strong><\/span><\/p>\n

H\u1ed7 tr\u1ee3 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng<\/b>
\nC\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee7a doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 h\u01b0\u1edbng t\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng m\u1edbi m\u00e0 c\u00f2n h\u01b0\u1edbng \u0111\u1ebfn x\u00e2y d\u1ef1ng m\u1ed1i quan h\u1ec7 l\u00e2u d\u00e0i v\u1edbi kh\u00e1ch h\u00e0ng. Nh\u1eefng chuy\u00ean gia trong ng\u00e0nh marketing v\u00e0 b\u00e1n h\u00e0ng \u01b0\u1edbc t\u00ednh chi ph\u00ed t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng m\u1edbi cao h\u01a1n 5 l\u1ea7n so v\u1edbi duy tr\u00ec kh\u00e1ch h\u00e0ng c\u0169. V\u00ec v\u1eady, doanh nghi\u1ec7p lu\u00f4n t\u00ecm c\u00e1ch x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi c\u00f4ng ty.<\/span><\/p>\n

Theo \u0111\u00f3, ho\u1ea1t \u0111\u1ed9ng marketing \u0111\u01b0\u1ee3c ch\u00fa tr\u1ecdng \u0111\u1ec3 t\u0103ng t\u1ec9 l\u1ec7 mua l\u1eb7p l\u1ea1i c\u1ee7a kh\u00e1ch h\u00e0ng, khuy\u1ebfn kh\u00edch kh\u00e1ch h\u00e0ng gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m \u0111\u1ebfn b\u1ea1n b\u00e8 v\u00e0 nh\u1eefng ng\u01b0\u1eddi xung quanh. Ho\u1ea1t \u0111\u1ed9ng sampling l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 h\u1eefu \u00edch gi\u00fap doanh nghi\u1ec7p \u0111\u1ea1t m\u1ee5c ti\u00eau \u0111\u00f3.<\/span>
\nN\u1ebfu doanh nghi\u1ec7p c\u00f3 k\u1ebf ho\u1ea1ch x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng, doanh nghi\u1ec7p ph\u1ea3i c\u00f3 nhi\u1ec1u kh\u00e1ch h\u00e0ng mua v\u00e0 th\u00edch s\u1ea3n ph\u1ea9m. Nh\u01b0 \u0111\u00e3 n\u00eau tr\u00ean, \u0111\u1ec3 kh\u00e1ch h\u00e0ng quy\u1ebft \u0111\u1ecbnh mua nhanh ch\u00f3ng, vi\u1ec7c cho ph\u00e9p kh\u00e1ch h\u00e0ng tr\u1ea3i nghi\u1ec7m th\u1eed s\u1ea3n ph\u1ea9m l\u00e0 \u0111i\u1ec1u r\u1ea5t c\u1ea7n thi\u1ebft. C\u00f3 th\u1ec3 th\u1ea5y t\u1eadp kh\u00e1ch h\u00e0ng m\u1edbi c\u00f3 th\u1ec3 t\u0103ng l\u00ean \u0111\u00e1ng k\u1ec3 th\u00f4ng qua ho\u1ea1t \u0111\u1ed9ng sampling, nh\u1edd \u0111\u00f3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 ti\u1ebfn h\u00e0nh c\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u0103m s\u00f3c v\u00e0 x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

B\u00e0i vi\u1ebft li\u00ean quan: 4 b\u01b0\u1edbc \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng ph\u00e1t h\u00e0ng m\u1eabu<\/a><\/strong><\/span><\/p>\n

V\u1edbi nh\u1eefng l\u1ee3i \u00edch tr\u00ean, t\u1ea1i sao kh\u00f4ng th\u1ef1c hi\u1ec7n ho\u1ea1t \u0111\u1ed9ng sampling ngay b\u00e2y gi\u1edd \u0111\u1ec3 t\u0103ng hi\u1ec7u qu\u1ea3 marketing cho s\u1ea3n ph\u1ea9m? N\u1ebfu vi\u1ec7c t\u1ed5 ch\u1ee9c ho\u1ea1t \u0111\u1ed9ng sampling t\u1ed1n k\u00e9m nhi\u1ec1u chi ph\u00ed nh\u01b0 thu\u00ea nh\u00e2n c\u00f4ng x\u1eed l\u00ed, nh\u00e2n vi\u00ean PG ph\u00e1t h\u00e0ng m\u1eabu, ph\u00ed thu\u00ea m\u1eb7t b\u1eb1ng,\u2026c\u1ea3n tr\u1edf b\u1ea1n th\u1ef1c hi\u1ec7n ch\u01b0\u01a1ng tr\u00ecnh sampling. Boxme s\u1ebd gi\u00fap b\u1ea1n ti\u1ebfp c\u1eadn v\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng kh\u1eafp c\u1ea3 n\u01b0\u1edbc v\u1edbi chi ph\u00ed th\u1ea5p b\u1eb1ng d\u1ecbch v\u1ee5 ph\u00e1t h\u00e0ng m\u1eabu, qu\u00e0 t\u1eb7ng. Theo \u0111\u00f3, b\u1ea1n ch\u1ec9 t\u1ed5ng h\u1ee3p danh s\u00e1ch kh\u00e1ch h\u00e0ng s\u1eb5n c\u00f3 ho\u1eb7c t\u00ecm ki\u1ebfm t\u1eeb online sampling<\/a>, Boxme gi\u00fap b\u1ea1n ph\u00e2n ph\u1ed1i h\u00e0ng m\u1eabu \u0111\u1ebfn \u0111\u00fang ng\u01b0\u1eddi \u2013 \u0111\u00fang \u0111\u1ecba \u0111i\u1ec3m v\u00e0 thu th\u1eadp ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng, h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p ph\u00e2n t\u00edch ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u1edbi s\u1ee9 m\u1ec7nh k\u1ebft n\u1ed1i doanh nghi\u1ec7p v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, d\u1ecbch v\u1ee5 ph\u00e1t h\u00e0ng m\u1eabu c\u1ee7a Boxme \u0111\u00e3 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 t\u00edn nhi\u1ec7m c\u1ee7a nhi\u1ec1u kh\u00e1ch h\u00e0ng, ti\u00eau bi\u1ec3u l\u00e0 Unilever, Canon, B\u1ea5t \u0111\u1ed9ng s\u1ea3n \u0110\u1ea5t Vi\u1ec7t,\u2026<\/span><\/p>\n

V\u1edbi s\u1ef1 h\u1ed7 tr\u1ee3 t\u1eeb Boxme, b\u1ea1n \u0111\u00e3 s\u1eb5n s\u00e0ng ti\u1ebfp c\u1eadn v\u00e0 c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng kh\u1eafp c\u1ea3 n\u01b0\u1edbc?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Theo b\u00e1o c\u00e1o g\u1ea7n \u0111\u00e2y c\u1ee7a Sampling Effectiveness Advisors: 73% ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00f3i r\u1eb1ng h\u1ecd c\u00f3 th\u1ec3 mua h\u00e0ng sau khi tr\u1ea3i nghi\u1ec7m th\u1eed s\u1ea3n ph\u1ea9m v\u00e0 ch\u1ec9 25% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho r\u1eb1ng quy\u1ebft \u0111\u1ecbnh mua c\u1ee7a h\u1ecd b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi qu\u1ea3ng c\u00e1o truy\u1ec1n h\u00ecnh. Khi b\u1ea1n kh\u00edch l\u1ec7 \u0111\u01b0\u1ee3c nhi\u1ec1u kh\u00e1ch […]<\/p>\n","protected":false},"author":1,"featured_media":79784,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[842,840],"tags":[426],"class_list":["post-79779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing","category-tmdt","tag-giai-phap-fulfillment"],"_links":{"self":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts\/79779","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/comments?post=79779"}],"version-history":[{"count":0,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts\/79779\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/media\/79784"}],"wp:attachment":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/media?parent=79779"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/categories?post=79779"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/tags?post=79779"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}