Kutyaira Mutengi Kuwedzerwa uye Kubatana
Brendan Foley, Mutungamiri we US US Foodservice paHeinz, akataura "How Heinz Foodservice inoshandisa Digital Marketing: kutyaira mutengi kugadziriswa nekubatana" paChikafu Chokugadzira Zvokudya paYunivhesiti yaSouth Josephs ... Kudya Needu. . . . Kusvitsa Dhiyabhorosi Mikana Yezvokudya Zvinobatsira.
Zvemagariro ehuwandu hwekutaura ndeyekuti sei ... .. Pfungwa huru ndeyei
Mamwe mabhuku akawanda anoti "tinoda Facebook Page nokuti ..." zvakanaka ... nokuti vanoona kuti umwe neumwe ane rimwe.
Zvakashata! Social Media uye Digital Marketing ndiyo chikamu chekambani yekutsvaga. Kukwira mumagariro evanhu uye zvemagetsi kutanga ari kungoisa motokari pamberi pebhiza uye Heinz akazviziva izvi uye akasarudza pane imwe nzira yakagadziriswa yekugadzira nzira yekutengesa uye chirongwa chekudya chinoumbwa nematatu matatu:
- Nzira yatinobatanidza nayo (inobata) nevatengi vedu
- Kubatsira vatengi vavo vanobatana nevatengi uye vanofambisa bhizinesi ravo
- Kubatanidza zvakananga nekubatanidza vatengi veHeinz mu "kure neimba" mamiriro ekugadzirisa zvekudya
Heinz Foodservice vatengi ndivo vafambisi vezvokutengesa uye chiratidzo chinonyatsozivikanwa nevatengi. Saka Heinz anoongorora nzira dzekutyaira bhizimisi kune (operator) uye zvimwe zvinoshandiswa mumidziyo nemugumo wemutengesi.
Izvo zvatinoshamwaridzana nevatengi vedu
Vakatanga kutanga neHeinzSoups.com asi vakakurumidza kuona kuti nzvimbo yacho yaive yakasimba ... vaida kubatanidzwa. Kutsvakurudza kwakaratidza kuti vatengi vavo (zvokudya service operators) vaienda kune chimwe chigadzirwa chesiwe kuti vadzidze zvakawanda pamusoro pezvigadzirwa.
Saka Heinz akashandura magasi uye akagadzira nzvimbo yakabvumira vakuru nevatangi veQSR kuti vadzike mukati mekunaka kwemuzivo wekushandisa. Vakabva vagadzira chikamu cheG Gluten Free uye chikamu chinoratidza 3 nzira dzakasiyana dzekushandisa soda muresitorendi. Vaiziva kuti mashupa akasiyana nenyika uye saka vakagovana sopu yekudyidzana nechekuita uye vakaita kuti zvive nyore kune anoshanda kuti aite yakasimba yekusimudzira mahara.
Kuziva kuti "nzira yekuti" yaive yakawanda sei kungova kamukira; vakawedzera mumavhidhiyo pahope kugadzirira. Nokutora zvose izvi mu database yavo yakava nyore kugovana.
Mapeji uye Peirings peji muenzaniso wakanaka wekuti vanopa sei vashandi vekudya "zviri nyore kushandisa" pfungwa dzemamato avo.
Mobile haisi yevatengi chete uye vazhinji vekudya zvevashandi vanowanzogara muhofisi yavo. Saka Heinz yakadhindwa QR code pane imwe neimwe yesobho inobvumira mufambisi kuverenga QR code nefoni yefoni uye kuwana ruzivo rwavanoda pasina ari muhofisi.
Kubatsira vatengi vavo vanobatana nevatengi uye vanofambisa bhizinesi ravo
Vakashanda neChilies mukusika "magnetic poetry" mashup ... nzira yevatengi kugadzira nhetembo pamusoro pezvinhu zvikuru zvavanoda pamusoro peChilis naHeinz. Peji yepa Facebook yakagadzira vanopfuura 39,000 vemazuva makumi maviri nemasere ne 139,000 nhetembo dzekunyora uye 13,000 Chilis ema-mail. Uyu muenzaniso wakanaka weKutengeserana kweKutengeserana kunotungamirira kutora vatengi vatsva vanogona kutendeukira kutengesa chaiyo.
Vakawanda vepasi vanofambisa vari kuona vachirasika kutengesa kumapoka evana. Kuti abvise kurasikirwa uku, vakagadzira mapoka emapuranga ... rubber bands mumamiriro e ketchup mabhodhoro.
Kudya N Park, mutengesi weKSR, yakasika purogiramu yemakambani yemakambani yakatarisa amai. Sezvo vana vavo vakanga vatova mapenzi kune dzimwe Crazybands, mapoka emabhodchup emhando yebhodhoro akabatsira kutengesa zvimwe zvekudya zvevana mumaresitorendi.
Zvitsva Zvokutanga Mutambo Dhavha & Squeeze
Heinz aiziva kuti vashandi vavo veQSR vakanga vasingatengesi ketchup yakakwana ne drive-thru orders. Sei? AmaMomes vakanga vasingafariri kuwana ketchup nemafuta paQSR drive-thrus sezvo zvinyorwa zvakajeka zvikamu zvakakonzerwa uye zvakashambadza mumashure emotokari. Nokudaro kuberekwa kweDip & Squeeze.
Ichi chikamu chekuchengetedza chikamu chinochengetedza ketchup mune chiganda chemapurasitiki nemufananidzo wepachivharo. Icho chigadzirwa chitsva chinotanga kugadzira kuziva kushandisa Heinz ketchup motokari yemotokari mumaguta makuru akadai saDallas, New York uye kunyange kushanyira Macy's Day Parade.
Kuwedzera kukuziva uye kuti iyo yose inokosha-buzz, maitiro avo ehupfambidzani akakurudzira vanhu kuti vatevere mutori weHeinz pa Twitter ... kuunza shoko rehupenyu mumuromo uye kufara zvakakomberedza chigadzirwa. Zvadaro, vakasika Virtual Great Moment muVideo yeKetchup Experience. Vhidhiyo iyi inonakidza vignette yakapfurwa mumushambavheti ane mwana ane munhu akwegura inzwi-pamusoro pekugadzirisa zvakanakisisa zvekunatswa kuchenesa n kuvhara pepa. Kuendesa kutengesa mberi uye nekuita kuti zvive nyore kumamamu, Heinz akasika purogiramu iyo inowana vashandi veQSR vainge vanyora n.
Tafura-kumusoro Marketing paHeinz ne Qr Codes uye Talking Labels
Heinz Foodservice inogara ichibatanidza nekubatanidza vatengi veHeinz mumamiriro ekunze-kubva kumusha kwekudya kwezvokudya uye vane zvikamu zviviri zvekugutsa, (1) mutengi ndiye mutori weKSR uye (2) mutengi ari kutenga kubva kuQSR.
Heinz Plant Bottle teknolojia yakagadzira bhodhoro rakachengeteka raipurasitiki, richibvumira 30% yepurasitiki kuti iwane yakagadzirwa nehuga. Kukurudzira kuzivikanwa kwebhodhoro yemiti, vakagadzira "kutaura" mubhokisi iyo inokutora kuverenga QR code pane pasi pebhokisi. Vari kutambaira kune imwe nzira yekutanga yeThe Connected Table uye sezvo isu tichiraira uye takamirira kudya kwedu, wadii kuverenga pamusoro peiyo bhodhoro yakanaka yezvakatipoteredza kune imwe nguva nguva. Yakanga iri huru "cross-channel" nzira kubvira iyo yakafambisa mharidzo yemagetsi kudarika yavo mu-store shopper miitiro yekudhinda muchitorosi.