{"id":79781,"date":"2018-01-11T15:58:46","date_gmt":"2018-01-11T08:58:46","guid":{"rendered":"https:\/\/www.boxme.vn\/?p=79781"},"modified":"2018-01-11T15:58:46","modified_gmt":"2018-01-11T08:58:46","slug":"do-luong-phat-hang-mau-sampling","status":"publish","type":"post","link":"https:\/\/boxme.asia\/vi\/do-luong-phat-hang-mau-sampling\/","title":{"rendered":"4 b\u01b0\u1edbc \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng ph\u00e1t h\u00e0ng m\u1eabu \u2013 Ti\u1ebfp th\u1ecb h\u00e0ng m\u1eabu"},"content":{"rendered":"

Ph\u00e1t h\u00e0ng m\u1eabu (sampling) l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 hi\u1ec7u qu\u1ea3 m\u00e0 doanh nghi\u1ec7p th\u01b0\u1eddng s\u1eed d\u1ee5ng trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb t\u1ea1i \u0111i\u1ec3m b\u00e1n (POSM marketing). Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i doanh nghi\u1ec7p n\u00e0o c\u0169ng bi\u1ebft \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 tri\u1ec3n khai c\u1ee7a c\u00f4ng c\u1ee5 n\u00e0y. M\u1ed7i doanh nghi\u1ec7p v\u00e0 nh\u00e3n h\u00e0ng c\u00f3 m\u1ee5c ti\u00eau kh\u00e1c nhau, v\u00ec v\u1eady ph\u01b0\u01a1ng ph\u00e1p v\u00e0 ti\u00eau ch\u00ed \u0111o l\u01b0\u1eddng c\u0169ng c\u00f3 kh\u00e1c bi\u1ec7t. Tuy nhi\u00ean, d\u01b0\u1edbi \u0111\u00e2y l\u00e0 4 b\u01b0\u1edbc h\u1eefu \u00edch \u0111\u01b0\u1ee3c \u0111\u00fac k\u1ebft \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 cho h\u1ea7u h\u1ebft ch\u01b0\u01a1ng tr\u00ecnh sampling marketing.<\/span><\/p>\n

B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau<\/b>
\nB\u1ea1n c\u1ea7n li\u00ean t\u1ee5c theo d\u00f5i l\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 (Return on Investment – ROI) c\u1ee7a ho\u1ea1t \u0111\u1ed9ng ph\u00e1t h\u00e0ng m\u1eabu d\u1ef1a tr\u00ean nh\u1eefng ti\u00eau ch\u00ed \u0111o l\u01b0\u1eddng b\u1ea1n \u0111\u00e3 l\u1ef1a ch\u1ecdn. M\u1ee5c ti\u00eau c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u01b0\u1edbng r\u00f5 r\u00e0ng nh\u01b0 t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng ho\u1eb7c x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. M\u1eb7t kh\u00e1c, m\u1ee5c ti\u00eau c\u0169ng c\u00f3 th\u1ec3 l\u00e0 t\u0103ng nh\u1eadn th\u1ee9c v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 s\u1ef1 tin t\u01b0\u1edfng v\u1ec1 s\u1ea3n ph\u1ea9m. T\u1eeb \u0111\u00f3, b\u1ea1n c\u00f3 th\u1ec3 l\u00ean k\u1ebf ho\u1ea1ch, chi\u1ebfn l\u01b0\u1ee3c, chi\u1ebfn thu\u1eadt v\u00e0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng c\u1ee5 th\u1ec3 \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1ec1 ra.<\/span><\/p>\n

B\u01b0\u1edbc 2: Thi\u1ebft l\u1eadp ti\u00eau ch\u00ed \u0111o l\u01b0\u1eddng c\u00e1c m\u1ee5c ti\u00eau<\/b>
\nB\u1eb1ng vi\u1ec7c k\u1ebft h\u1ee3p ti\u00eau ch\u00ed \u0111o l\u01b0\u1eddng v\u1edbi c\u00e1c m\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn d\u1ecbch ph\u00e1t h\u00e0ng m\u1eabu, b\u1ea1n c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch s\u00fac t\u00edch v\u00e0 chi ti\u1ebft, \u0111\u1ed3ng th\u1eddi bi\u1ebft \u0111\u01b0\u1ee3c ch\u1ec9 s\u1ed1 ROI sau nh\u1eefng n\u1ed5 l\u1ef1c th\u1ef1c hi\u1ec7n.<\/span>
\nH\u00e3y theo d\u00f5i d\u1eef li\u1ec7u \u0111\u1ecbnh l\u01b0\u1ee3ng nh\u01b0 doanh s\u1ed1 t\u1ea1i c\u1eeda h\u00e0ng th\u1ef1c t\u1ebf v\u00e0 c\u1eeda h\u00e0ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed. V\u1edbi nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh ph\u00e1t h\u00e0ng m\u1eabu c\u00f3 \u0111i k\u00e8m phi\u1ebfu mua h\u00e0ng, m\u00e3 gi\u1ea3m gi\u00e1 t\u1ea1i c\u1eeda h\u00e0ng offline, b\u1ea1n c\u0169ng ph\u1ea3i t\u00ednh th\u00eam chi ph\u00ed n\u00e0y v\u00e0o m\u1ed7i s\u1ea3n ph\u1ea9m m\u1eabu ph\u00e1t \u0111i. Vi\u1ec7c t\u0103ng doanh s\u1ed1 trong su\u1ed1t qu\u00e1 tr\u00ecnh tri\u1ec3n khai ho\u1ea1t \u0111\u1ed9ng t\u1eb7ng h\u00e0ng m\u1eabu c\u00f9ng l\u00e0 m\u1ed9t ti\u00eau ch\u00ed \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3.<\/span>
\nNgo\u00e0i vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c d\u1eef li\u1ec7u c\u00f3 chi\u1ec1u s\u00e2u (insight) v\u00e0 c\u00e1c s\u1ed1 li\u1ec7u \u0111o l\u01b0\u1eddng \u0111\u1ecbnh l\u01b0\u1ee3ng, b\u1ea1n c\u0169ng n\u00ean theo d\u00f5i ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c trang m\u1ea1ng x\u00e3 h\u1ed9i. Ngo\u00e0i ra, vi\u1ec7c s\u1eed d\u1ee5ng m\u1ed9t s\u1ed1 d\u1ecbch v\u1ee5 t\u1eeb b\u00ean th\u1ee9 3 c\u00f3 th\u1ec3 gi\u00fap doanh nghi\u1ec7p \u0111o l\u01b0\u1eddng v\u00e0 ph\u00e2n t\u00edch c\u1ea3m x\u00fac c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng x\u00e3 h\u1ed9i (social listening).<\/span><\/p>\n

B\u01b0\u1edbc 3: C\u00e2n \u0111\u1ed1i chi ph\u00ed ti\u00eau t\u1ed1n cho m\u1ed7i s\u1ea3n ph\u1ea9m m\u1eabu v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed9t kh\u00e1ch h\u00e0ng trung th\u00e0nh<\/b>
\nKhi quy\u1ebft \u0111\u1ecbnh th\u1ef1c hi\u1ec7n chi\u1ebfn thu\u1eadt ph\u00e1t h\u00e0ng m\u1eabu, b\u1ea1n n\u00ean xem x\u00e9t kho\u1ea3n chi ph\u00ed m\u00e0 doanh nghi\u1ec7p \u0111\u00e3 ti\u00eau t\u1ed1n tr\u00ean m\u1ed7i m\u1ee5c ti\u00eau \u0111\u1ea1t \u0111\u01b0\u1ee3c. T\u00f9y v\u00e0o gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed7i kh\u00e1ch h\u00e0ng trung th\u00e0nh, b\u1ea1n c\u00f3 th\u1ec3 \u01b0\u1edbc t\u00ednh chi ph\u00ed ph\u00e1t h\u00e0ng m\u1eabu. B\u1ea1n c\u00f3 th\u1ec3 d\u00e0nh ng\u00e2n s\u00e1ch 100 USD\/s\u1ea3n ph\u1ea9m m\u1eabu cho m\u1ed9t kh\u00e1ch h\u00e0ng s\u1ebd mang l\u1ea1i gi\u00e1 tr\u1ecb 300 tri\u1ec7u USD cho doanh nghi\u1ec7p. Ngo\u00e0i ra, b\u1ea1n \u0111\u1eebng qu\u00ean chi ph\u00ed in \u1ea5n, ph\u00ed chuy\u1ec3n ph\u00e1t, chi ph\u00ed mua ho\u1eb7c s\u1ea3n xu\u1ea5t s\u1ea3n ph\u1ea9m m\u1eabu,\u2026H\u00e3y t\u1ed5ng h\u1ee3p t\u1ea5t c\u1ea3 chi ph\u00ed ph\u00e1t sinh \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh t\u1ed5ng chi ph\u00ed th\u1ef1c t\u1ebf c\u1ee7a m\u1ed7i s\u1ea3n ph\u1ea9m m\u1eabu.<\/span><\/p>\n

B\u00e0i vi\u1ebft li\u00ean quan: 7 sai l\u1ea7m c\u1ea7n tr\u00e1nh khi th\u1ef1c hi\u1ec7n chi\u1ebfn thu\u1eadt ph\u00e1t h\u00e0ng m\u1eabu<\/a><\/strong><\/span><\/p>\n

B\u01b0\u1edbc 4: \u0110\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3<\/b>
\nTrong su\u1ed1t ch\u01b0\u01a1ng tr\u00ecnh t\u1eb7ng h\u00e0ng m\u1eabu, h\u00e3y gi\u00e1m s\u00e1t nh\u1eefng s\u1ed1 li\u1ec7u c\u1ee5 th\u1ec3, chi ti\u1ebft \u0111\u1ec3 xem x\u00e9t ho\u1ea1t \u0111\u1ed9ng \u0111\u00e3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau hay ch\u01b0a. \u0110i\u1ec1u n\u00e0y gi\u00fap doanh nghi\u1ec7p ph\u00e1t hi\u1ec7n v\u00e0 \u0111i\u1ec1u ch\u1ec9nh k\u1ecbp th\u1eddi \u0111\u1ec3 vi\u1ec7c th\u1ef1c hi\u1ec7n \u0111i \u0111\u00fang h\u01b0\u1edbng c\u1ee7a k\u1ebf ho\u1ea1ch \u0111\u1ec1 ra.<\/span><\/p>\n

N\u1ebfu chi ph\u00ed ph\u00e1t h\u00e0ng m\u1eabu cao h\u01a1n so v\u1edbi ng\u00e2n s\u00e1ch d\u1ef1 tr\u00f9, \u0111\u00e2y kh\u00f4ng ph\u1ea3i v\u1ea5n \u0111\u1ec1 r\u1eafc r\u1ed1i v\u00e0 b\u1ea1n c\u00f3 th\u1ec3 xem \u0111\u00e2y l\u00e0 c\u01a1 h\u1ed9i t\u1ed1t \u0111\u1ec3 b\u00e1n h\u00e0ng tr\u1ef1c ti\u1ebfp \u0111\u1ec3 t\u0103ng ch\u1ec9 s\u1ed1 ROI. C\u00e1c nh\u00e3n h\u00e0ng \u0111\u00e3 s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3 c\u00f4ng c\u1ee5 sampling \u0111\u1ec3 ra m\u1eaft s\u1ea3n ph\u1ea9m m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 gi\u00e0nh \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. H\u1ecd ch\u1ea5p nh\u1eadn ch\u1ecbu chi ph\u00ed cao nh\u01b0ng b\u00f9 l\u1ea1i \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau th\u1ecb ph\u1ea7n v\u00e0 doanh s\u1ed1. Nh\u1eefng ch\u1ec9 ti\u00eau \u0111\u00e1nh gi\u00e1 c\u01a1 b\u1ea3n m\u00e0 m\u1ecdi ch\u01b0\u01a1ng tr\u00ecnh sampling \u0111\u1ec1u h\u01b0\u1edbng t\u1edbi: T\u0103ng doanh thu, t\u0103ng t\u1ec9 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i tr\u00ean m\u00f4i tr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, \u00a0t\u0103ng l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng,\u2026<\/span><\/p>\n

B\u00e0i vi\u1ebft li\u00ean quan: Xu h\u01b0\u1edbng m\u1edbi – Online sampling<\/a><\/strong><\/span><\/p>\n

Tr\u00ean \u0111\u00e2y l\u00e0 4 b\u01b0\u1edbc \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 c\u1ee7a m\u1ecdi chi\u1ebfn thu\u1eadt ph\u00e1t h\u00e0ng m\u1eabu m\u00e0 doanh nghi\u1ec7p c\u1ea7n xem x\u00e9t. N\u1ebfu c\u00f3 m\u1ed9t gi\u1ea3i ph\u00e1p sampling t\u0103ng <\/span>g\u1ea5p \u0111\u00f4i hi\u1ec7u qu\u1ea3<\/b> chi\u1ebfn l\u01b0\u1ee3c POSM marketing trong khi <\/span>chi ph\u00ed ti\u1ebft ki\u1ec7m m\u1ed9t n\u1eeda<\/b>, b\u1ea1n c\u00f3 s\u1eb5n s\u00e0ng th\u1eed?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Ph\u00e1t h\u00e0ng m\u1eabu (sampling) l\u00e0 m\u1ed9t trong nh\u1eefng c\u00f4ng c\u1ee5 hi\u1ec7u qu\u1ea3 m\u00e0 doanh nghi\u1ec7p th\u01b0\u1eddng s\u1eed d\u1ee5ng trong chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb t\u1ea1i \u0111i\u1ec3m b\u00e1n (POSM marketing). Tuy nhi\u00ean, kh\u00f4ng ph\u1ea3i doanh nghi\u1ec7p n\u00e0o c\u0169ng bi\u1ebft \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 tri\u1ec3n khai c\u1ee7a c\u00f4ng c\u1ee5 n\u00e0y. M\u1ed7i doanh nghi\u1ec7p v\u00e0 nh\u00e3n h\u00e0ng c\u00f3 m\u1ee5c […]<\/p>\n","protected":false},"author":1,"featured_media":79782,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[842,840,845],"tags":[426],"class_list":["post-79781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing","category-tmdt","category-tips-ban-hang","tag-giai-phap-fulfillment"],"_links":{"self":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts\/79781","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=79781"}],"version-history":[{"count":0,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/posts\/79781\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/media\/79782"}],"wp:attachment":[{"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/media?parent=79781"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/categories?post=79781"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/boxme.asia\/vi\/wp-json\/wp\/v2\/tags?post=79781"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}