“Tôi từng khuyên nhiều nhãn hàng dừng quảng cáo truyền hình khi chỉ có 100.000USD”
Xã hội hiện đại và phát triển, việc nhiều nhãn hàng, thương hiệu ra đời đang phải đón nhận rất nhiều áp lực từ công nghệ, sản phẩm, nhân lực, thị trường…Cuộc chiến không chỉ còn nằm ở công nghệ, sản phẩm hay nhân sự mà nó còn khốc liệt hơn ở chiến lược thương hiệu, chiến lược truyền thông-marketing.
Làm sao để thương hiệu biết đến nhiều hơn, người tiêu dùng trung thành và yêu thương thương hiệu của doanh nghiệp hay nhãn hàng? Lựa chọn kênh nào phù hợp cho các chiến dịch truyền thông & marketing? Hay chi bao nhiêu tiền cho quảng cáo là phù hợp? Nếu như trở lại cách đây 5 năm, khi cuộc chơi mới ở giai đoạn đầu, nhiều nhãn hàng chỉ cần có 1 TVC 15-30s với thông điệp đủ gọn đã có thể làm lan tỏa thương hiệu sản phẩm. Việc rót tiền cho các chiến dịch truyền hình chỉ cần đôi, ba tỷ là đã thúc đẩy doanh số bán hàng tăng vọt.
Cần có một chiến dịch Marketing hiệu quả
Vậy nhưng đã quá xa thời kỳ đó. Việc còn tồn tại những TVC phát sóng truyền hình thời điểm hiện tại là của những ông lớn ngành hàng tiêu dùng nhanh như Masan, Unilever,Vinamilk…hay như những anh cả ngành Dược phẩm như Chuoivang.com, ECOGreen, Sao Thái Dương, Á Âu, Nhất Nhất…là việc họ đang có 1 sự bạo chi trong quảng cáo truyền hình. Bên cạnh đó là một chiến lược Marketing hiệu quả và tổng thể.
Tuy nhiên khi không đủ sức cho cuộc chơi truyền hình, các nhãn hàng mới hoặc nhãn hàng nhỏ lẻ cũng cần có cho mình kiến thức, cũng như một chiến lược, chiến dịch marketing phù hợp chứ không phải là không làm gì. Nhiều doanh nghiệp mới, chuyện có 2-3 tỷ dành cho truyền thông,marketing thì không còn là ít, tuy nhiến nếu lựa chọn sai kênh truyền thông thì 2 tỷ hay 3 tỷ chỉ như “muối bỏ biển”. Với kinh nghiệm nhiều năm trong việc tư vấn, triển khai các dự án phim quảng cáo, tôi đã từng khuyên nhiều nhãn hàng dừng quảng cáo truyền hình khi chỉ có 100.000USD. Quảng cáo truyền hình là sự lặp đi lặp lại nhiều lần, là sự chọn các khung giờ vàng đắt tiền nhiều người xem và phải remind khách hàng thường xuyên.
Một chiến dịch cho Quảng cáo truyền hình cần phải làm gì?
- Xây dựng chiến lược Marketing tổng thể (Đối với các nhãn hàng, thương hiệu lớn)
- Viết được chuẩn Brief cùng Agency
- Xây dựng concept sáng tạo (Câu chuyện sẽ kể trong TVC là gì?)
- Tìm & phối hợp làm việc với các Production House cho sản TVC.
- Xin phép các cơ quan chức năng về nội dung quảng cáo. Đối với ngành Dược phẩm thì đây là một khâu tương đối khó khăn và khắt khe.
- Đánh giá hiệu quả TVC thông qua các chỉ số (Emotional, Funtional)
- Tìm hiểu các kênh truyền hình, khung giờ phù hợp, các chỉ số rating đạt yêu cầu. Việc này có thể thông qua các Agency Media. Agency Media có nhiệm vụ cung cấp cho bạn các bản báo cáo tổng quan về thị trường, kênh truyền hình, chương trình truyền hình phù hợp để xây dựng các Media Planing. Nếu không có tiền thuê Agency Media thì có thể việc lựa chọn kênh sóng booking thật mệt mỏi.
- Theo dõi và đánh giá hiệu quả của việc bỏ tiền ra quảng cáo truyền hình.
- Xây dựng kế hoạch nhắc lại TVC (nếu cần)
Tuy nhiên đối với 1 số ngành hàng hoặc nhãn hàng, để tạo uy tín đối với các đơn vị phân phối, nhiều nhãn hàng coi việc sản xuất phim quảng cáo, phát sóng truyền hình trong thời gian ngắn nhằm mục đích tạo sự uy tín của mình khi đưa sản phẩm vào kệ hàng.
Xu thế Marketing đang dịch chuyển dần sang Online
Khi xu thế của Online phát triển, nhiều nhãn hàng đã dịch chuyển dần sang làm quảng cáo trên các hệ thống của Online như Facebook, Youtube, Video Ad trên các báo online…Ngân sách dành cho truyền hình cũng giảm dần. Nếu biết nắm bắt cơ hôi, biết cách triển khai các chiến dịch marketing phù hợp cộng với đầu tư kỹ cho “content marketing” thì các nhãn hàng nhỏ & mới vẫn sẽ có chỗ đứng trên thị trường. “Hiệu quả” luôn là vấn đề cốt lõi nhất mà các doanh nghiệp & nhãn hàng cần phải tôn trọng. Lựa chọn thị trường phù hợp, lựa chọn sản phẩm phù hợp, lựa chọn đối thủ phù hợp, biết mình-biết ta & lựa chọn một chiến lược truyền thông & marketing tốt sẽ mở lối cho các nhãn hàng tiếp cận người tiêu dùng.
Bài viết bởi: Hoàng Dũng – CEO, ColorMedia.,JSC
Tham khảo các sản phẩm dưỡng da chính hãng, collagen dạng bột của nhật với chất lượng nhập khẩu và an toàn cho sức khoẻ tại Menard.vn
den duhal trang bị các tính năng cao cấp và hiện đại, mang cho mình những dáng vẻ của những bóng đèn led của nhà sản xuất có tiếng khác. Chính sách chăm sóc khách hàng, đặc biệt quyền lợi cho người dùng rất tuyệt vời.
Điện Trí Cương là nơi chuyên cung cấp bảng báo giá đèn led duhal mới nhất và chính xác nhất hiện nay. Ngoài ra ở đây còn là nơi bán các mặt hàng thiết bị điện rẻ nhất miền Nam
Yêu thích nghệ thuật, phim ảnh, khởi nghiệp từ năm 25 tuổi – hiện nay Hoàng Dũng là một CEO – Film Director trẻ tuổi và có uy tín của ColorMedia.,JSC tại Hà Nội. Anh luôn dành thời gian cho việc học tập, nghiên cứu và trải nghiệm những điều mới mẻ và thú vị.
AUTHOR
Yêu thích nghệ thuật, phim ảnh, khởi nghiệp từ năm 25 tuổi - hiện nay Hoàng Dũng là một CEO - Film Director trẻ tuổi và có uy tín của ColorMedia.,JSC tại Hà Nội. Anh luôn dành thời gian cho việc học tập, nghiên cứu và trải nghiệm những điều mới mẻ và thú vị.
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