6 bài học về cách sử dụng Kol để có một chiến dịch quảng cáo hiệu quả - 3

Nhận diện thương hiệu, xây dựng thương hiệu là gì ?

Nhận diện Thương hiệu, xây dựng thương hiệu giữ  vai trò  cực kỳ quan trọng trong  đối với quyết định giao dịch sản phẩm của khách hàng. Người mà không chỉ mua sản phẩm và dịch vụ  của doanh nghiệp mà họ mua cả , phong cách ý tưởng và phong cách sống của thương hiệu mà được đại diện cụ thể là các KOL thương hiệu.

 

6 bài học về cách sử dụng Kol để có một chiến dịch quảng cáo hiệu quả - 3

6 bài học về cách sử dụng Kol để có một chiến dịch quảng cáo hiệu quả

Xây dựng thương hiệu đó là việc lựa chọn một đại sứ thương hiệu có thể giúp sản phẩm và dịch vụ đến hướng đến với khách hàng. Tuy nhiên, Để chọn được KOLs thương hiệu (đại sứ thương hiệu) phù hợp thực sự không phải là một việc đơn giản. Vì không phải đến từ một quyết định  thích hay không thích ngẫu hứng của ai đó hay sự chọn một ngôi sao hạng A nổi tiếng hi vọng là  xây dựng thương hiệu sẽ  tốt hơn  và được nhiều người biết đến nhiều hơn Điều đó thực sự sai lầm. Vì sao lại vậy?

.

Thứ nhất : Đại sứ thương hiệu là ngôi sao hạng A

Nếu chọn ngôi sao thể thao, điện ảnh hay ca sĩ, người mẫu hạng A nổi tiếng để đại diện cho thương hiệu như con dao hai lưỡi .

  • Việc sử dụng ngôi sao hạng A KOL quảng cáo phù hợp thì có thể tác động cực tốt  tích cực đến khách hàng tiêu dùng cũng như xây dựng thương hiệu qua việc thu hút được sự chú ý của các  khách hàng đến thương hiệu của doanh nghiệp, khiến họ có cái nhìn tốt và thiện cảm đối với  hình ảnh thương hiệu giống như tình cảm họ dành cho KOL thần tượng của mình.
  • Rủi ro là gì : Trong việc sử dụng ngôi sao trong quảng bá hình ảnh trực tiếp và còn tiềm ẩn rất nhiều rủi ro ảnh hưởng tiêu cực ví dụ khi KOL hình ảnh thương hiệu bị scandal không tốt, hay họ có những thói quen hành động và song song đó cũng làm tổn thất về mặt kinh doanh.

Ví dụ điển hình việc sử dụng hình ảnh của Châu Việt Cường sau vụ án dư âm tỏi vẫn còn nồng nặc, do vậy mọi hoạt động quản cáo đã dừng lại, và tất cả việc xây dựng thương hiệu với anh vô nghĩa.

Thứ hai: Việc lựa chọn sai KOL xây dựng thương hiệu

 Sai từ khâu Lựa chọn KOL. Rõ ràng cùng là sự nổi tiếng như nhau nhưng việc lựa chọn sai đối tượng KOL ảnh hưởng nghiêm trọng đến hiệu quả kinh doanh, ví dụ khi  quảng cáo sản phẩm chức năng cho người tập Gym không thể chọn một KOL thương hiệu gầy gò ốm yếu và không tập Gym bao giờ. Việc đó sẽ không có tính thuyết phục và trái lại mang tính phản cảm.

Khi quảng cáo bằng Kol các doanh nghiệp cần chú ý những gì - 3

Khi quảng cáo bằng Kol các doanh nghiệp cần chú ý những gì

Vậy lựa  chọn KOL đại sứ thương hiệu như thế nào

VIệc chọn đại sứ thương hiệu không nhất thiết phải là ngôi sao hạng A, vấn đề thực sự quan trọng ở đây là sự phù hợp của KOL người đại diện và  xây dựng thương hiệu,thương hiệu của doanh nghiệp. Sự phù hợp này đầu tiên cần bắt nguồn từ  phong cách và giá trị kinh doanh cốt lõi của doanh nghiệp

Giá trị cỗi nõi bắt đầu từ đâu:

  1. Phong cách thương hiệu

Mỗi thương hiệu đều có một cá tính riêng, phong cách riêng và điều này giúp tạo ra sự khác biệt của thương hiệu  khác và đó cũng tạo sức mạnh của thương hiệu.  Xây dựng KOL thương hiệu Đại sứ thương hiệu cũng  phải có cá tính tương đồng, phong cách tương đòng  với thương hiệu. Ví dụ, thương hiệu Sam Sung có cá tính năng động, trẻ  trung, thời thượng… nên việc chọn Sơn Tùng MTV hay các ngôi sao có cá tính tương tự như Subin Hoàng Sơn … là hoàn toàn phù hợp.  

2. Giá trị cốt lõi của thương hiệu

Giá trị cốt lõi chính là nguồn gốc của sức mạnh thương hiệu vì thế  người đại sứ thương hiệu KOL cũng phải thể hiện tất cả  được giá trị cốt lõi này. Ví dụ  Với Bitis, giá trị cốt lõi chính là sự thách thức để vượt mọi thử thách của Hunter . Những ngôi sao làm đại sứ thương hiệu cho Bitis cũng phải là những nhân vật lớn trong giới trẻ,ví dụ như Sơn Tùng MTV, Nevermind….

3. Thuộc tính thương hiệu

 Đó là Những cảm nhận về thương hiệu (thuộc tính thương hiệu) phải tương đồng với người đại sứ KOL thương hiệu.  Ví dụ : chọn hãng bay Vietjet đi đón các cầu thủ U23 Việt Nam, đã KOL dùng các cô gái sexy, gợi cảm, ít vải và thịt thừa đi đón các cầu thủ thì vô cùng phản cảm và bị tẩy chay.

  1. Cá tính của thị trường mục tiêu

Cá tính của thị trường mục tiêu thương hiệu  là một yếu tố quan trọng khác cần quan tâm tới. Khách hàng không chỉ mua sản phẩm hay dịch vụ  của doanh nghiệp mà họ còn muốn mua phong cách sống, slyle sống, nếu chọn một đại sứ thương hiệu nó hoàn toàn khác với thị trường mục tiêu thì mọi thông điệp quảng bá sẽ không tạo được sự quan tâm hay đảm bảo độ tin cậy để mọi người tin tưởng. Khách hàng sẽ cảm nhận đó là thương hiệu hay là sản phẩm này dành cho ai đó chứ không phải mình.

 

74 replies
  1. buy clomiphene citrate us
    buy clomiphene citrate us says:

    Good day! I know this is kinda off topic however , I’d figured I’d ask.
    Would you be interested in exchanging links or maybe guest authoring a blog article or vice-versa?
    My blog addresses a lot of the same topics as yours and I believe we could greatly
    benefit from each other. If you are interested feel free to
    send me an e-mail. I look forward to hearing from
    you! Fantastic blog by the way!

  2. downoad Playboy Magazine USA June
    downoad Playboy Magazine USA June says:

    Howdy! This blog post could not be written much better!
    Looking through this post reminds me of my previous roommate!
    He continually kept talking about this. I am going to forward
    this article to him. Pretty sure he’ll have a great read.
    I appreciate you for sharing!

  3. nolvadex
    nolvadex says:

    Excellent site you have here but I was wanting to
    know if you knew of any discussion boards that cover the same topics
    talked about here? I’d really love to be a part of community where
    I can get opinions from other knowledgeable individuals that share the same interest.
    If you have any suggestions, please let me know. Bless you!

  4. Langlang Font.rar
    Langlang Font.rar says:

    Very great post. I simply stumbled upon your blog and wished to say that I have really enjoyed surfing around your blog posts.
    After all I’ll be subscribing to your feed and I hope you write again very soon!

  5. Per un pugno di dollari
    Per un pugno di dollari says:

    Very great post. I simply stumbled upon your blog and wanted to say that I have truly loved surfing around your blog posts.

    In any case I’ll be subscribing to your rss feed and I hope you write
    again very soon!

  6. propecia
    propecia says:

    Simply wish to say your article is as surprising. The clarity in your post is just nice and i could assume you’re
    an expert on this subject. Well with your permission allow
    me to grab your RSS feed to keep updated with forthcoming post.
    Thanks a million and please carry on the rewarding work.

  7. source
    source says:

    Hi are using WordPress for your site platform? I’m new to the blog
    world but I’m trying to get started and create my own. Do you need any
    coding knowledge to make your own blog? Any help would be really appreciated!

  8. source
    source says:

    Can I just say what a relief to find somebody that truly understands what they are talking about over the internet.
    You certainly realize how to bring a problem to light and make it important.
    A lot more people must read this and understand this side of your story.
    I can’t believe you are not more popular since you definitely
    have the gift.

  9. here
    here says:

    It’s awesome to pay a visit this web site and reading the views of all colleagues concerning this article, while I am also eager
    of getting experience.

  10. source
    source says:

    hello!,I like your writing very so much! proportion we be in contact extra approximately your
    article on AOL? I need a specialist on this space to resolve my
    problem. Maybe that’s you! Having a look forward to see you.

  11. kamagra
    kamagra says:

    I’ve been surfing online more than three hours today, yet I never found any interesting article like yours.
    It is pretty worth enough for me. In my view, if all webmasters
    and bloggers made good content as you did, the internet will be much more useful than ever
    before.

  12. source
    source says:

    Great goods from you, man. I have understand your stuff
    previous to and you’re just too fantastic.
    I actually like what you have acquired here, certainly like
    what you’re saying and the way in which you say it. You make
    it enjoyable and you still care for to keep it wise.
    I cant wait to read far more from you. This is actually a
    tremendous website.

  13. adidas ultra
    adidas ultra says:

    I definitely wanted to write down a brief note in order to say thanks to you for some of the magnificent points you are showing at this website. My prolonged internet lookup has now been recognized with brilliant information to write about with my companions. I would repeat that we visitors are unquestionably fortunate to dwell in a fine community with many marvellous professionals with beneficial suggestions. I feel pretty privileged to have seen your website and look forward to plenty of more enjoyable minutes reading here. Thank you once again for all the details.

  14. moncler jackets
    moncler jackets says:

    Thank you a lot for giving everyone such a splendid opportunity to read from this website. It’s usually very pleasing and also jam-packed with fun for me and my office mates to search your blog minimum thrice in one week to learn the fresh issues you have. Of course, I am also usually astounded with the breathtaking opinions you serve. Selected two points on this page are truly the most effective I’ve had.

  15. michael kors outlet store
    michael kors outlet store says:

    I am just writing to make you be aware of what a perfect experience our child had browsing your site. She came to understand such a lot of issues, which include what it’s like to possess a very effective helping nature to have a number of people easily completely grasp specific multifaceted matters. You undoubtedly surpassed her expected results. Thanks for presenting the helpful, healthy, edifying and unique thoughts on your topic to Mary.

  16. chrome hearts outlet
    chrome hearts outlet says:

    I just wanted to develop a small note to be able to appreciate you for these fabulous hints you are giving at this website. My extended internet lookup has at the end been recognized with pleasant details to talk about with my contacts. I would assert that most of us readers actually are very blessed to dwell in a good place with so many awesome individuals with very beneficial opinions. I feel quite privileged to have used your webpage and look forward to really more entertaining times reading here. Thanks once more for everything.

  17. jordan retro 12
    jordan retro 12 says:

    My wife and i got very lucky that Raymond could complete his studies with the ideas he received when using the web site. It’s not at all simplistic to simply be giving out procedures that many men and women could have been making money from. We really do know we now have the blog owner to appreciate for that. All the illustrations you made, the simple site menu, the relationships you help instill – it’s got everything impressive, and it’s helping our son and us imagine that this issue is entertaining, and that is seriously important. Thank you for everything!

  18. source
    source says:

    Hi, i read your blog from time to time and i own a similar one and i was just
    wondering if you get a lot of spam responses? If so how do you reduce it, any plugin or anything you can advise?
    I get so much lately it’s driving me insane so any help is very much appreciated.

  19. converse outlet store
    converse outlet store says:

    I am also commenting to let you understand of the fantastic experience our child found going through your web page. She figured out a good number of things, most notably how it is like to possess an excellent coaching nature to make others quite simply know just exactly selected impossible subject areas. You truly exceeded visitors’ expected results. Thanks for distributing such warm and friendly, trusted, informative and as well as cool guidance on that topic to Sandra.

  20. yeezy boost
    yeezy boost says:

    I wish to show appreciation to the writer for bailing me out of such a circumstance. Right after searching through the world wide web and finding opinions which were not productive, I believed my life was well over. Being alive minus the approaches to the issues you have fixed as a result of this short post is a crucial case, as well as ones which could have adversely damaged my career if I had not encountered the blog. Your main expertise and kindness in handling all the stuff was excellent. I’m not sure what I would have done if I hadn’t discovered such a solution like this. I can at this moment look forward to my future. Thank you so much for your skilled and sensible guide. I will not be reluctant to recommend the website to anybody who needs support on this problem.

  21. michael kors outlet online
    michael kors outlet online says:

    I wish to express my gratitude for your generosity for individuals who need help with this topic. Your real dedication to getting the message all around came to be definitely valuable and has truly empowered many people just like me to realize their ambitions. Your amazing warm and helpful advice means a whole lot a person like me and extremely more to my colleagues. Thanks a lot; from everyone of us.

  22. curry 4
    curry 4 says:

    I have to show my thanks to the writer for rescuing me from this particular challenge. Just after browsing through the world-wide-web and coming across ways which are not beneficial, I assumed my life was done. Existing without the solutions to the difficulties you’ve sorted out all through this article is a crucial case, as well as those that would have badly damaged my career if I hadn’t discovered your web site. Your primary skills and kindness in playing with every item was very useful. I am not sure what I would’ve done if I had not discovered such a point like this. I am able to at this moment look forward to my future. Thank you so much for your impressive and results-oriented help. I won’t be reluctant to recommend your web blog to any person who should have guidance on this matter.

  23. links of london
    links of london says:

    Thanks for all of your effort on this blog. My mother take interest in managing investigations and it’s obvious why. Most of us hear all of the dynamic medium you make priceless tricks via this web site and as well boost response from other people on this subject then our child is undoubtedly being taught a whole lot. Have fun with the rest of the year. You are always conducting a great job.

  24. longchamp handbags
    longchamp handbags says:

    Thank you so much for providing individuals with an exceptionally marvellous opportunity to read from here. It is often very pleasurable plus stuffed with a great time for me personally and my office mates to search your web site at least three times per week to read the newest items you have got. And lastly, we’re always motivated considering the perfect secrets you serve. Certain 2 areas in this posting are in fact the most beneficial we have ever had.

  25. timberland shoes
    timberland shoes says:

    I precisely desired to thank you very much once again. I’m not certain what I might have accomplished without these tips shown by you about that industry. Entirely was a real horrifying problem in my view, but finding out your professional fashion you treated it took me to jump for fulfillment. I will be thankful for the advice and pray you recognize what an amazing job you’re doing teaching many people by way of your site. More than likely you haven’t met all of us.

  26. adidas ultra boost
    adidas ultra boost says:

    I simply desired to say thanks once more. I’m not certain the things I would have implemented without the creative concepts discussed by you over my area. It has been a real challenging case for me, however , taking a look at the very professional tactic you dealt with that took me to weep for happiness. I’m just happier for this information and even believe you find out what a powerful job that you are doing instructing the others using your websites. Probably you haven’t met all of us.

  27. golden goose
    golden goose says:

    Thanks for your entire labor on this website. Gloria really likes setting aside time for investigation and it’s simple to grasp why. My spouse and i know all regarding the dynamic means you produce important guidance on this website and even strongly encourage response from the others on the article then our favorite daughter is without a doubt becoming educated a lot of things. Take pleasure in the rest of the new year. You are conducting a remarkable job.

  28. yeezy boost 350 v2
    yeezy boost 350 v2 says:

    My spouse and i felt now joyful when Edward managed to finish up his investigations from the precious recommendations he came across while using the web pages. It’s not at all simplistic just to continually be giving out techniques which many people may have been trying to sell. We understand we have got the writer to be grateful to for that. Most of the explanations you have made, the simple site menu, the friendships you can assist to foster – it’s most unbelievable, and it’s really leading our son and our family reckon that the matter is excellent, and that is truly fundamental. Thanks for all!

  29. yeezy
    yeezy says:

    I precisely wished to appreciate you all over again. I do not know the things I would’ve done without the entire creative ideas provided by you regarding this industry. It became the alarming matter in my opinion, however , taking note of a specialized way you dealt with that made me to cry with contentment. Now i am happy for your service and even believe you realize what an amazing job that you’re providing training many others with the aid of your web blog. I know that you haven’t encountered any of us.

  30. adidas tubular shadow
    adidas tubular shadow says:

    I am also commenting to let you be aware of of the excellent experience our daughter developed going through the blog. She figured out many things, most notably what it is like to have a marvelous teaching mood to have the rest completely comprehend specified multifaceted things. You really did more than visitors’ expectations. Many thanks for churning out these informative, trusted, informative and also cool tips about that topic to Janet.

  31. james harden shoes
    james harden shoes says:

    I am also commenting to let you understand of the amazing encounter my friend’s child had going through your blog. She even learned so many pieces, which include what it’s like to have an amazing coaching heart to get many more without hassle completely grasp several impossible matters. You actually did more than my expected results. Many thanks for delivering these powerful, dependable, educational not to mention easy tips about that topic to Tanya.

  32. yeezy boost 350
    yeezy boost 350 says:

    Thank you for your own labor on this web site. My niece really likes carrying out internet research and it is obvious why. All of us know all relating to the compelling tactic you give both interesting and useful things through your web site and in addition foster participation from other individuals about this article plus our favorite child is without a doubt discovering a lot of things. Take pleasure in the remaining portion of the new year. You’re the one conducting a tremendous job.

  33. custom baseball jerseys
    custom baseball jerseys says:

    Thanks for all your valuable work on this website. My aunt really likes carrying out investigations and it’s really easy to see why. A number of us learn all about the powerful means you make reliable techniques on your website and even inspire contribution from other ones about this matter while our princess is without a doubt being taught so much. Enjoy the rest of the new year. You’re performing a brilliant job.

  34. source
    source says:

    Please let me know if you’re looking for a author for your weblog.

    You have some really great articles and I believe I would be a good asset.
    If you ever want to take some of the load off, I’d love to write some material for your blog in exchange for
    a link back to mine. Please blast me an email if interested.
    Cheers!

  35. kobe 9
    kobe 9 says:

    I actually wanted to construct a small word to appreciate you for those lovely hints you are giving on this website. My time intensive internet research has now been honored with brilliant concept to write about with my friends. I ‘d say that most of us visitors actually are unequivocally fortunate to exist in a very good website with very many perfect professionals with valuable tactics. I feel truly happy to have seen the web page and look forward to tons of more pleasurable moments reading here. Thanks again for all the details.

  36. adidas yeezy
    adidas yeezy says:

    My wife and i were really more than happy John could finish off his research because of the ideas he acquired when using the web site. It’s not at all simplistic to simply continually be giving away guides which some other people might have been making money from. And we all do know we have the blog owner to appreciate for that. Most of the explanations you’ve made, the simple site navigation, the friendships you make it easier to instill – it’s got most terrific, and it is aiding our son and the family do think this subject is entertaining, which is exceptionally important. Many thanks for all the pieces!

  37. goyard bags
    goyard bags says:

    I want to show my admiration for your kindness giving support to those individuals that really need guidance on the theme. Your special dedication to passing the solution all over became extremely beneficial and has frequently made guys much like me to attain their targets. This warm and helpful recommendations can mean so much a person like me and additionally to my office workers. Thanks a ton; from all of us.

  38. Pharrell Williams x adidas NMD Human Race Collection Equipment Yellow Black Footwear White
    Pharrell Williams x adidas NMD Human Race Collection Equipment Yellow Black Footwear White says:

    I’m writing to let you know of the helpful discovery my wife’s girl encountered going through your blog. She picked up so many things, with the inclusion of what it is like to possess an incredible teaching style to get many others completely know just exactly chosen specialized matters. You truly exceeded visitors’ expectations. Thanks for giving such valuable, trusted, edifying as well as unique tips on this topic to Emily.

  39. vans shoes
    vans shoes says:

    I would like to point out my appreciation for your kind-heartedness supporting those people that need guidance on the area. Your very own dedication to getting the solution along had been pretty effective and have continuously helped regular people much like me to achieve their aims. The useful key points indicates so much a person like me and far more to my peers. Warm regards; from each one of us.

  40. golden goose sneakers
    golden goose sneakers says:

    I precisely had to thank you very much all over again. I’m not certain the things that I could possibly have worked on in the absence of the entire solutions revealed by you about that topic. It was the distressing crisis for me, however , taking a look at a new expert tactic you resolved it took me to jump for contentment. Now i’m happier for the work as well as have high hopes you really know what an amazing job you are always carrying out teaching the others with the aid of your blog. I am sure you have never got to know any of us.

  41. jordan 13
    jordan 13 says:

    I wish to show my gratitude for your generosity supporting women who really need guidance on this particular concept. Your special dedication to passing the message all around appeared to be particularly useful and has continuously empowered others like me to reach their goals. Your insightful advice indicates this much to me and substantially more to my mates. Regards; from all of us.

  42. here
    here says:

    Hi there would you mind sharing which blog platform you’re working with?
    I’m going to start my own blog soon but I’m having a hard time selecting between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your design seems different then most blogs
    and I’m looking for something completely unique.
    P.S My apologies for getting off-topic but I had to ask!

  43. source
    source says:

    Useful information. Fortunate me I discovered your website by accident, and I am shocked why this accident did not took place in advance!
    I bookmarked it.

  44. minecraft
    minecraft says:

    Thank you a bunch for sharing this with all folks you really know what you are speaking about!
    Bookmarked. Kindly also visit my website =).
    We will have a hyperlink alternate arrangement among us

  45. minecraft
    minecraft says:

    Definitely believe that which you stated. Your favorite reason seemed to be on the net the simplest thing to be aware of.
    I say to you, I definitely get annoyed while people consider worries that they plainly do not know about.

    You managed to hit the nail upon the top and defined out the whole thing without having side
    effect , people could take a signal. Will likely be back to get more.
    Thanks

  46. minecraft
    minecraft says:

    great points altogether, you simply gained a new reader.
    What might you recommend about your post that you simply made a few days in the past?
    Any sure?

  47. minecraft
    minecraft says:

    Excellent web site. Plenty of useful info here. I am sending it to several buddies ans also sharing in delicious.
    And certainly, thank you on your sweat!

  48. minecraft
    minecraft says:

    Everything is very open with a precise description of the issues.
    It was really informative. Your website is useful.
    Many thanks for sharing!

  49. minecraft free download 2018
    minecraft free download 2018 says:

    I am not positive where you are getting your info, however great topic.
    I must spend a while studying much more or understanding more.
    Thank you for excellent information I used to be in search of
    this information for my mission.

  50. minecraft free download 2018
    minecraft free download 2018 says:

    My programmer is trying to convince me to move to .net from PHP.
    I have always disliked the idea because of the
    costs. But he’s tryiong none the less. I’ve been using Movable-type on a variety of
    websites for about a year and am worried about switching to another platform.
    I have heard good things about blogengine.net.
    Is there a way I can import all my wordpress content
    into it? Any help would be greatly appreciated!

  51. minecraft free download 2018
    minecraft free download 2018 says:

    Hi, i read your blog occasionally and i own a similar one and i was just curious if you get a lot of spam feedback?
    If so how do you stop it, any plugin or anything you can advise?
    I get so much lately it’s driving me crazy so any help is very much appreciated.

  52. 多元維他命
    多元維他命 says:

    CLINIQUE 倩碧線上購物官網。瀏覽Clinique倩碧官方網站,了解更多線上購物、護膚、彩粧、香氛及禮品詳情。通過過敏性測試,百分百不含香料。

  53. HPV4合1子宮頸癌疫苗 Gardasil
    HPV4合1子宮頸癌疫苗 Gardasil says:

    NEAUVIA,歐洲血統透明質酸,目前遍布於全世界56個國家,行政總部在瑞士,卻是源自於意大利的品牌。採用21世紀先進的技術,提取出前所未有的高純度透明質酸,迅速的在全球攻占市場,卓越的品質,領先的技術和平民的價位,已經逐漸的出現在大眾的視線裡,被越來越的人使用。NEAUVIA以系列分女性專用和男性專用,大中小分子以及唇部專用和私處專用,其中私處專用己經在國內一些比較大的整形機構普遍使用。素材提取無與倫比的純淨,運用嶄新PEG鏈結技術-更安全

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published.