QUNG CO THOI V & PR LN NGI

AL RIES & LAURA RIES

Tn sch:

Qung co thoi v & PR ln ngi

Tc gi:

Al Ries & Laura Ries

Ngi dch:

V Tin Phc Trn Ngc Chu L Xun Thu

Th loi:

Kinh t

Nh xut bn: Tr
Nm xut bn: 10 - 2005
Kh:

14x20 cm

LI GII THIU
M U
PHN 1
S thoi v ca qung co
PHN 2
S ln ngi ca PR
PHN 3
Mt vai tr mi cho qung co
PHN 4
S khc nhau gia qung co v PR

LI GII THIU
Trong mt lp hc b tc dnh cho cc tng gim c (CEO: chief executive officer) tng lai
gn y do Vin Nghin cu Kinh t Pht trin thuc i hc Kinh t thnh ph H Ch Minh t
chc, nhiu bn hi ti: ti sao ni s khc bit cn bn gia qung co v PR l qung co
th tn km cn PR th khng tn km?
Tht ra, cu tr li thu o cho vn ny khng tht d dng, nht l trong phm vi mt lp
hc. N cn c mt cun sch. Chnh v vy, chng ti ny nh xin bn quyn ca Nh xut
bn HarperCollins v tc gi ca cun sch ny, The Fall of Advertising and The Rise or PR,
dch v xut bn bng ting Vit ti Vit Nam.
Tm quan trng ca PR (pulic relations hay quan h cng chng) ang thay i. Trong cun sch
ni ting thuc loi sch bn chy nht M nm 2004 Qung co thoi v, PR ln ngi (The
Fall of Advertising and The Rise or PR), Gio s Al Ries v Laura Ries hai nh chin lc ni
ting v tip th ca M v cng l hai cha con cho rng quan h cng chng ang tr nn
mt phng php hiu qu hiu nht xy dng mt thng hiu. Nhng thng hiu ni
ting hin nay nh The Body Shop, PlayStation, Harry Potter s dng chi ph qung co rt t.
Cc nh kinh doanh ang bit cch s dng PR li ko s ch ca cng chng v bo ch.
Ti Vit Nam, phim Nhng c gi chn di t thnh cng ti chnh l nh bit cch PR. (Cng ty
u t thc hin phim ny vn l mt cng ty PR Cng ty Thin Ngn hay Galaxy)
TI SAO PR QUAN TRNG I VI CNG TY CA BN?
Theo nh ngha ca PR News th: PR l mt chc nng qun l nhm nh gi thi ca cng
chng, xc nh cc ng li v quy trnh ca mt c nhn hay t chc i vi li ch cng
ng, v hoch nh cng nh thc hin chng trnh hnh ng vi mc ch t c s
hiu bit v chp nhn ca cng chng i vi sn phm hay dch v ca cng ty.
Quan h cng chng bao hm c nhng vic nh quan h vi cng ng, quan h vi nh u
t, t chc hp bo, t chc cc s kin truyn thng, thng tin ni b, gii quyt khng hong.
l mt cng khai. Ngoi ra cn c nhng hot ng khng cng khai nh: vit sn cc thng
co bo ch, vn ng bo ch ng bo
i khi PR cn l nhng n lc gy nh hng ti cng chng, c bit l trong vn ng chnh
tr, hi on v nhng nhm li ch khc nhau. i khi, PR l quan h cng ng. Bn hy nhn
chung quanh bn: bao nhiu l cng ty v t chc c nhng sng kin v quan h cng ng do
mt nhn vin c chc danh tng t thc hin. Ngi ny c khi l gim c quan h vi nh
u t. Nhng nh u t l mt ti sn cng cng, nh vy trong trng hp ny PR l thch
hp.

Bn nn nh rng cng chng lun mun nghe (bit) nhng chuyn tt lnh, do vy mt nhn
vin PR gii lun bit k chuyn hay. Cu chuyn hay tin tc cng hay th cng vic PR ca bn
cng hiu qu. D nhin cu chuyn ch nhm vo khch hng c bit tc l mt th trng
mc tiu c th hoc khng th - cng khai rng ri.
TMR L G?
PR l giao tip bng nhiu cch khc nhau tip cn th trng mc tiu. Nn chng, thay v
gi l quan h cng chng (PR), th chng ta nn gi l quan h th trng mc tiu hay TMR
(Target Market Relations). Bn c th ang giao tip thng tin v mt sn phm mi, hay
a tin v cng ty ca bn hay thc hin mt tuyn b quan trng (nh thay i ban gim c).
Bn mun thng tin n cng chng, nhng nhng ngi m bn mun thng tin nht li chnh
l nhng khch hng hay nh u t tim nng. Mt trng hp ngoi l c th l giao tip vi
mt nhm ngi m bn ang c gng gy nh hng v li ch tt nht hay th trng mc
tiu ca cng ty. l trng hp bn vn ng hnh lang vi chnh ph. Quan h vi c quan
chnh ph hay c quan cng quyn cng cn ch trong k hoch kinh doanh ca bn.
CNG CHNG MC TIU
Xc nh r ai l cng chng mc tiu ca bn l mt n lc cc k quan trng ca cng tc
quan h cng chng. Mun thc hin iu ny, tt nht l xc nh th trng mc tiu chnh
v chia nh ra thnh nhng mc tiu cc b hn. Chn nhng t bo v phng tin truyn
thng i chng lm cng tc PR cng phi da trn s xc nh ai l cng chng mc tiu.
V d: cng chng ca sn phm giy da mi ca cng ty bn l nhm vo gii tr th bn phi
chn bo Thanh Nin hay Tui Tr.
Mc ch cui cng l dng li ni v cng ty, v sn phm, dch v i vi nhng ai c th
b tin mua sn phm hay dch v . Quan h cng chng ch l mt phn ca cng tc tip
th, khi tip th c thc hin bi nhiu cch khc nhau. Ci thun li ca quan h cng chng
l t tn tin m hiu qu cao khi bn mun xy dng nhng th trng mc tiu cho tng sn
phm hay tng dch v ca cng ty bn.
Bn tng bit n li hi ca qung co, nhng PR th hy cn qu mi m. Chnh v vy,
chng ti mun dch v gii thiu cun sch ny.
TRN NGC CHU
(Saigon Times Group)

M U
30 nm v trc Al Ries l ng tc gi mt lot bi bo ng trong tp ch Advertising Age
di nhan Thi i ca nh v n.
Cc bi bo n khch ngay tc th. Chng my chc thut ng nh v (positioning) bin
thnh mt t ng thi thng trong gii qung co v tip th.
Nu ngy nay chng ta cng vit mt lot bi tng t nh vy cho tp ch , th u ca
n s phi i thnh Thi i ca quan h cng chng n. Nhn vo u chng ta cng
thy s chuyn dch y kch tnh t tip th nh hng qung co sang tip th nh hng
quan h cng chng.
Bn khng th tung ra mt thng hiu mi bng qung co bi v qung co khng mang
trong n tnh cht ng tin cy. N ch l nhng ting ni t ru rao ca cng ty ang nng lng
tm cch bn c hng ca mnh.
Bn ch c th tung ra c nhng thng hiu mi bng thng tin i chng (publicity) hoc
bng quan h cng chng (public relation) PR). PR gip bn ni ra cu chuyn ca mnh mt
cch gin tip thng qua bn th ba, m trc ht l phng tin thng tin i chng.
PR c c tnh cht ng tin cy. Qung co th khng. PR em n nhng nhn thc tch cc
m mt chin dch qung co nu c t chc tt c th khai thc u .
Mi khi c vn cho cc khch hng, chng ti thng khuyn h rng bt c mt chng trnh
tip th mi no cng phi bt u t thng tin i chng v ch sau khi t c mc tiu ca
PR mi chuyn sang qung co. i vi cc nh qun l c nhi nht trong u vn ho
qung co, th y qu l mt tng cch mng. Cn i vi nhng ngi khc, th y ch l
s pht trin t nhin ca t duy tip th m thi.
S K TC CA PR
Qung co phi i theo sau PR c v phng din thi im ln ti. Qung co l s k tc
ca PR bng phng tin khc v ch nn c bt u sau khi chng trnh PR hon thnh
c mc tiu. Hn th na, ti ca chng tnh qung co cn phi lp li nhng nhn
thc c hnh thnh trong u khch hng tim nng do chng trnh PR to ra.
Cng khng nn xem nh giai on qung co ca mt chng trnh tip th. Ch nn tung ra
chng trnh qung co cho mt thng hiu ni ting v bi mt cng ty c kh nng p
ng c yu cu di hi m mt chin dch qung co i hi.

Nhng ngi lm qung co i khi h thp chc nng PR, coi l th yu, ch c ch khi xy
ra khng hong hoc ch c tc dng qung b cho chin dch qung co mi nht m thi.
l suy ngh sai lm.
i vi hu ht cc cng ty ngy nay, PR c vai tr rt quan trng, khng th coi l th yu so
vi qung co c. Xt v nhiu phng tin th vai tr ca chng c o ngc. By
gi PR ngi vo v tr ca ngi cm li v s dn dt, ch ng cho cc chng trnh tip th.
y l l do dn n ta ca cun sch ny: Qung co thoi v v PR ln ngi
QUNG CO CHT. PR MUN NM?
Nhng lm sao qung co c th cht c khi n c qu nhiu? Qung co c mt khp mi
ni, nhn u bn cng thy qung co.
N chng khc g hi ho. Hi ho cng cht mc d ngy nay c nhiu tranh nh hn so vi
bt k thi k no trc y.
Khi ni n ci cht ca hi ho, khng phi l ni n ci cht ca bn thn cng vic v
tranh, m l ni n ci cht ca chc nng th hin thc ti ca n.
Thi k sau pht minh ca Louis Jacques Mand Daguerre v my nh ng l nn t tn l
thi k hi ha thoi v v nhip nh ln ngi. Cng vi ngha , qung co mt i chc
nng lm cng c xy dng thng hiu v tip tc tn ti nh mt ngh thut.
iu khng c ngha l qung co khng cn gi tr g c. Gi tr ca ngh thut l do con
mt ca ngi thng ngon xc nh. Khi mt ngnh chuyn mn tr thnh ngh thut, n s
mt i chc nng chuyn mn v do cng nh mt kh nng c o lng khch quan
ca n.
GI TR CA CY NN
Bn s xc nh gi tr ca mt cy nn bng cch no? Bn khng th xc nh gi tr ca cy
nn bng lng nh sng n pht ra, v n mt i chc nng lm phng tin chiu sng cho
cn phng. Thi k sau pht minh ca Thomas Alva Edison v bng n in si tc ng l nn
t tn l thi k cy nn thoi v v bng n ln ngi. Tuy vy, mi mt m trn ton nc
M c hng triu cy nn c thp sng. Lm sao c th c gi l mt ba cm ti lng
mn hon ho nu nh trn bn n khng thp mt ngn nn lung linh.
Mt cy nn nh th c bn vi gi 20 hoc 30 la, t hn nhiu so vi gi tr mt ci
bng n. Khc vi bng n, gi tr ca mt cy nn khng cn c vo lng nh sng do n
pht ra. Cng ging nh ci l si, hay chic thuyn bum, cy nn mt i chc nng s
dng ca n v bin thnh mt sn phm ngh thut.

Bt c mt loi hnh ngh thut no cng c nhng ngi bo v n cung nhit. H s ra sc

tranh ci v gi tr ca mt tc phm ngh thut c th no , bi v khng c mt phng
php khch quan no o lng gi tr ca n c.
GI TR CA QUNG CO
Tng t i vi qung co. Nhng ngi ng h qung co cng s hng hi bo v n cho
rng n nng cao ti sn thng hiu, xy dng gi tr thng hiu, to ra s rng buc v tnh
cm vi khch hng, hoc thi thc v ng vin lc lng bn hng.
mt mc nht nh, tt c iu ni trn l ng, nhng n khng th c o lng mt
cch khch quan, bi v qung co l mt ngh thut. N mt i chc nng lm phng tin
thng tin lin lc.
Gi tr ca qung co l tu thuc vo con mt ca cc tng gim c iu hnh (CEO) hay chp
hnh (COO) hay ca gim c tip th. Bng cch no m bn c th xc nh c gi tr ca
mt bc tranh tr gi mt triu -la c treo ti phng hp ban gim c? Cng vi logic ,
bn c th p dng vo vic xc nh gi tr qung co ca cng ty mnh.
Theo kin ca chng ti, qung co khng xng ng vi chi ph b ra cho n tr mt
trng hp ngoai l. Mt ngoi l ln. l khi qung co phc v cho mc tiu chc nng, lc
qung co c mt gi tr thc. Th nhng mc tiu chc nng l g?
Mc tiu ca qung co khng phi nhm Xy dng thng hiu, m l bo v thng hiu,
mt khi thng hiu c xy dng bng cc phng tin khc, trc ht l quan h
cng chng hoc s ng h ca bn th ba.
Khng nn nh gi thp tm quan trng ca chc nng bo v ny. Hu ht cc cng ty tiu
tn nhiu tin xy dng cho c thng hiu bng cch qung co (m ng l nn dng
s tin cho PR) v b ra rt t kinh ph bo v thng hiu ca mnh thng qua qung co,
sau khi thng hiu c xc lp.
Xy dng thng hiu v bo v thng hiu l hai chc nng ch yu ca mt chng trnh
tip th. PR xy dng thng hiu. Qung co bo v thng hiu. Oi om thay, nhng ngi
lm qung co li dnh qu nhiu thi gian v sc lc cho qu trnh xy dng thng hiu n
ni khng cn kh nng chin u trong cuc chin tip th bo v thng hiu.
GI TR CA SNG TO
Th cn tnh sng to th sao? l mt t ng thi thng tn ti t rt lu trong cng
ng nhng ngi lm qung co. Theo nh ngha thng thng th tnh sng to l s tm
kim ci mi m v khc bit. Ci c nhn mnh y l tnh c o,

Th nhng ci mi m v khc bit khng phi l cch thc m bn dng bo v thng

hiu ca mnh. bo v mt thng hiu bn cn ti khng nh cc gi tr ct yu ca
thng hiu . Bn cn phi lm cho qung co gy ting di vi khch hng. Bn cn lm
cho khch hng phi suy ngh, ng ri, y chnh l ci c trng cho thng hiu .
Tnh sng to l ci cui cng m thng hiu cn n, mt khi n i vo lng khch hng.
Chnh PR mi cn n tnh sng to.
Chnh PR mi cn n s mi m v khc bit. Chnh PR mi cn phi c o. Cch tt nht
xy dng mt thng hiu l to ra mt chng loi mi, v lm c iu i hi phi c
mt t duy sng to trnh cao nht. y l tng c tnh cch mng bi n i ngc li
vi suy ngh thng thng hin nay.
CCH TIP CN HIN HNH
Hu ht cc sn phm v dch v c tip th theo mt chin lc gm bn bc nh sau:
1. Cng ty pht trin ra mt sn phm hoc mt dch v mi.
2. Cng ty tin hnh nghin cu sn phm hoc dch v mi nhm m bo l n a
n cho khch hng ci c li nht cho h.
3. Cng ty thu mt i l qung co tung ra th trng sn phm hoc dch v mi
bng mt chin dch qung co bng n.
4. Sau mt thi gian, qung co s to ra mt thng hiu y sc mnh cho sn phm
hoc dch v mi.
Bn bc ni trn sau mt qu trnh chim v tr ni bt trong cc bin nin s ca lch s
kinh doanh: Pht trin (Development), Nghin cu (Research), Qung co (Advertising), v
Thng hiu (Branding). V mt l thuyt, quy trnh gm bn bc nu trn chng c g l sai,
tr ch vit tt ng bun DRAB[1].
V mt thc t, y c mt mt xch yu. Mt khu quan trng l lm th no a c
tn thng hiu (v chnh l iu ct yu) i vo lng khch hng. Bn khng th xy dng
c thng hiu, nu bn khng ginh c chin thng trn mt trn thu phc nhn tm.
Mt xch yu y chnh l qung co.
Qung co nh mt sc mnh a mt thng hiu mi i vo lng ngi. Qung co
khng ng tin cy i vi khch hng, v h ngy cng nghi ng nhng li mi cho ca n v
h c dp l h tm cch bc b.

CCH TIP CN THEO PR

Thc t cho thy c mt s sn phm v dch v chinh phc c lng khch hng tim nng
v tr thnh thng hiu ln.
Vy, ngi ta lm bng cch no?
Cu tr li l thng tin i chng.
Tt c nhng thnh cng tip th gn y l thnh cng ca PR, ch khng phi ca qung co.
C th k ra y mt vi trng hp: Starbucks, The Body Shop, Amazon.com, Yahoo!, eBay,
Palm, Google, Linus, PlayStation, Harry Potter, Botox, Red Bull, Microsofl, Inter, v Black Berry.
Nhn k hn vo lch s ca hu ht cc tn tui ln u cho ta thy iu ni trn l ng. Qu
thc c rt nhiu thng hiu ni ting c xy dng ( s lng cc trng hp nh vy
ln n mc ng ngc nhin) m hu nh chng cn n qung co.
Anita Roddick xy dng The Body Shop thnh mt thng hiu ni ting th gii m khng
cn n qung co. Thay vo b i khp th gii tm kim cc ph gia cho cc loi m
phm lm t thin nhin ca mnh, cuc hnh trnh ca b tr thnh mt s kin thng tin
i chng ko di khng ngt.
Cho n gn y Starbucks vn chng tiu tn bao nhiu tin cho qung co c. Trong 10 nm
u, cng ty ch b ra khng n 10 triu -la (tng cng) cho chi ph qung co M, mt
khon tin rt nh so vi doanh s hng nm t 1,3 t -la ngy nay.
Wal-Mart tr thnh nh bn l ln nht th gii, vi doanh s gn 200 t -la, nhng chi
ph cho qung co rt nh. Sams Club, mt nhnh ca Wal- Mart, c h thng ca hnh vi
doanh s trung bnh 56 triu -la cho mi ca hng m hu nh khng phi qung co.
Trong lnh vc dc phm, cc thng hiu nh Viagra, Proazac, v Vioxx tr nn ni ting
trn th gii m hu nh khng cn n qung co.
Trong lnh vc chi tr em, Beanie Babies, Tickle Me Elmo, Pokmon tr thnh cc
thng hiu rt thnh cng m hu nh khng cn n qung co.
Trong lnh vc k thut cao, Oracle, Cisco, v SAP tr thnh cc cng ty vi ti sn hng t
-la (v thng hiu tr gi hng t -la) m hu nh khng cn n qung co.
Chng ta bt u chng kin cng trnh nghin cu chng minh tnh u vit ca PR so vi
qung co khi tung ra mt thng hiu. Mt cng trnh nghin cu gn y i vi 91 sn
phm mi c tung ra th trng cho thy hu ht cc sn phm thnh cng cao u c cc
hot ng lin quan n PR nhiu hn so vi cc sn phm t thnh cng. Cng trnh nghin
cu ny, do Schneider & Associates tin hnh phi hp vi Trung tm Nghin cu Thng tin lin
9

lc thuc Trng i hc Boston v b Susan Fournier, mt ph gio s v tip th ti Trng

Qun tr Harvard, c th coi l cng trnh nghin cu u tin v ti ny.
Trong cng trnh ny c on vit, Chng ti nhn ra rng vai tr ca PR, mc d cn b xem
nh, vn cc k c ngha khi c p dng.
Bp chp nhiu thnh cng ca PR, vn cn c nhn thc trong cc cng ty cho rng tip th
khng bao gm quan h cng chng!
TIP TH C NGHA L QUNG CO
Nhiu nh qun l cng ty cho rng tip th ng ngha vi qung co - ch khng phi PR. Cng
thc c cho rng, Tip th i tr i hi thng tin lin lc i tr, ngha l i hi qung co
i tr. Khi c ai nhc n chng trnh tip th, suy ngh u tin s l Chng ta s tin
hnh qung co u v kinh ph dnh cho qung co l bao nhiu?
Nu nh bn bc chn vo mt hiu sch, chng hn nh Barnes & Noble[2], bn s pht hin
ra rng cc sch v qung co c xp ngn sch vi ci tn Tip th & Qung co. Thc
ra, ngn sch ny cht y nhng cun sch v qung co. Xt cho cng, chc nng ch yu
ca b phn tip th vn c hiu l qung co.
Bn ng c hy vng c th tm thy ngn sch vi ci tn Tip th & Quan h cng chng ti
bt c hiu sch no. Cc sch ni v PR, nu bn tm thy, u nm chn vi trong ng sch
ngn Tip th & Qung co cng vi nhng cun sch v qung co.
Nh vy, cch nhn m bn thy trong cng ty cng l cch nhn m bn thy hiu sch gn
nh mnh. hu ht cc cng ty, ngi ta ch nhn mnh qung co l chnh, cn quan h cng
chng, nu c, ch l ph m thi.
Nh vy, tip th c ngha l qung co v mi ngi u bit qung co c ngha l g.
QUNG CO C NGHA L TN KM
iu ny c bit ng khi cng ty d nh tung ra mt thng hiu mi. Quyt nh
lm/khng lm thng cn c vo chi ph qung co khi tung ra thng hiu. Ngi ta khng
th xem nh nhng quyt nh nh vy, v M mt chin dch qung co ton quc d l
mc khim tn cho mt sn phm tiu dng mi cng phi tn khong 50 triu -la.
Nhiu khch hng ni vi chng ti, y l mt sng kin hay, nhng chng ti khng c
kh nng ti chnh cn thit tung ra mt thng hiu. Suy ngh ca h b mo m bi
nhng cu chuyn h c c trn bo ch.
Pepsi-Cola chi 100 triu -la tung ra Pepsi One.
Andersen Consulting b ra 150 triu -la cho ci tn mi, Accenture.
10

 Bell Atlantic chi 140 triu -la cho ci tn mi, Verizon.

Bell South Mobility chi 100 triu -la tung ra ci tn mi, Cingular.
Trong x hi qu nhiu thng tin ca chng ta, chi ph tung ra mt thng hiu mi c
xem l thuc loi chi ph cao, ta nh chi ph chnh nha vy, m ngi ta mun trnh bng cch
tung ra mt sn phm n theo thng hiu sn c (line extension). l l do v sao ti nc
M c qu nhiu dng sn phm n theo v rt t thng hiu mi.
Chng hn, chn phn mi sn phm mi ti cc siu th l nhng sn phm n theo ch
khng phi l thng hiu mi. Tnh trng tng t cng din ra cc ca hng dc phm,
bch ho tng hp v tt c cc c s bn l khc.
nh ng vic tung ra thng hiu mi vi qung co l mt sai lm nghim trng v tip th.
Qung co thiu mt yu t m mt thng hiu mi cn n c th ct cnh c.
QUNG CO THIU TIN CY
Vic g m khch hng phi ch n thng ip ni v mt thng hiu l hoc i vi h? C
g ng tin cy trong thng ip ?
Nu c ai gi in thoi cho bn v ni, Anh khng bit ti, anh khng bit sn phm ca
ti, anh khng bit cng ty ca ti, nhng ti xin anh mt cuc hn ti n bn cho anh mt
vi sn phm, chc c l bn s cp my ngay lp tc.
Ngc li, nu c ai gi in cho bn v ni, Anh l khch hng ca Cng ty Saks Fifth Avenue
v cng ty s t chc mt ba tic cocktail gii thiu mt dy chuyn mi sn xut qun o
thi trang, th c th bn s rt mun n tham d. Bn c lng tin i vI Saks Fifth Avenue.
l mt ci tn m bn bit.
Thng tin i chng to ra s tn nhim dn n tin cy trong qung co. Chng no m bn
cha c c s tn nhim i vi mt thng hiu mi th bn s chng quan tm n qung
co ca n.
Nu bn mun thnh cng trong vic xy dng mt thng hiu, bn phi bit cch x l ng
n c hai khu quan h cng chng v qung co. Quy tc chung l: ng bao gi m chin
dch qung co khi cha khai thc ht cc kh nng thng tin i chng.
THNG TIN I CHNG TRC, QUNG CO SAU
Qung co khng xy dng c thng hiu, thng tin i chng lm c. Qung co ch c
th duy tr c thng hiu do thng tin i chng to ra.

11

S tht l, qung co khng chm c ngn la. N ch c th thi gi vo ngn la sau khi
bc chy. khi s iu g t con s khng, bn cn c s hp sc ca bn th ba. Bc
u tin ca mi chin dch tip th mi phi l quan h cng chng.
Chin tranh v tip th c nhiu im ging nhau. Cc tng lnh qun s i vo cuc chin ca
ngy nay vi nhng v kh ca ngy xa th s chng khc g cc tng ch huy tip th i vo
cuc chin tip th ngy nay vi cng c qung co m l ra h phi dng PR.
Ngy xa l o gip. Ngy nay l khng lc. Ngy xa l qung co. Ngy nay l PR.
Nu thng tin i chng gi vai tr ch yu khi tung ra thng hiu mi th cc cng ty s nh
ai t vn cho v cc vn chin lc? H ngy cng lng l trong vic nh n cc cng ty
qung co bi v h tha bit cu tr li l g ri. Do h t mnh lm ly m khng c s tr
gip t bn ngoi. Hoc c th h mi cc nh t vn nh chng ti n gip v cc vn
chin lc tip th, k c PR.
Trong tng lai, cc cng ty s tm n cc cng ty quan h cng chng nh gip nh hng
chin lc xy dng thng hiu, v khi qung co s buc phi i theo s dn dt ca PR.
Trong tng lai, s thy s pht trin bng n ca ngnh PR. Bn cng s thy c mt s coi
trng mi dnh cho quan h cng chng bn trong ln bn ngoi cng ty.
Trong tng lai, bn s nghe thy ting rn r au n t ngnh cng nghip qung co. V
khng phi ch v vn tin bc. iu quan trng hn i vi cc nh i l qung co l nguy
c mt i vai tr truyn thng ca mnh l i tc song hnh ca tip th.
Tip th bc sang thi i ca quan h cng chng ri.

12

PHN 1
S thoi v ca qung co
1. QUNG CO V NGI I L BN XE T
Cch y khng lu ti thnh ph New York, c bn n t b t vong khi li chic xe lao xung
t t tng thng xe ca mt khch sn nm tng. V ny c tt c cc bo New
York a tin, k c trn trang nht ca t New York Post. 1.600 ngi n d tang l ti nh
th St. Patrick, v mt trong nhng ngi c iu vn l ng Th trng Giuliani. Hng tt ln
chy trn cc bo l: Nhng thin thn bay v ci vnh hng, 1.600 ngi vnh bit tin a.
Y t vn l t. Gim c tip th vn l gim c tip th v khng chc h nhn c s i x
ging nh trn khi cn sng hay khi cht. Gi d c bn gim c tip th b t vong do li xe
lao khi cu Brooklyn[3] sau ba cm tra vi ba chai ru Martini th chc l bo ch s a tin
theo mt cch khc, chng hn Nhng g bn rong lao xung a ngc trong mt chic
Honda.
Hy i mt vi thc t i. Trong mt cuc thm d d lun gn y ca hng Gallup v tnh
trung thc v o c ngh nghip vi 32 ngnh chuyn mn khc nhau, th qung co vin
c xp gn cui bng nm gia ngi i l bo him v ngi i l bn xe -t.
Nu nh bn khng tin vo li ni ca cc i l bn bo him hoc bn xe -t th lm sao bn
c th tin vo iu bn c thy trong mt mu qung co? C hai ngun thng tin c cng
tin cy nh nhau.
Qung co khng ch c vn i ngoi vi cng chng m cn c vn i ni bn trong
cng ty.
VN CA QUNG CO BN TRONG CNG TY
Gn y khi chng ti hi mt v Tng gim c mt cng ty ln i l qung co gi
chin lc g cho cng ty ca ng?
Chng ti khng bao gi i hi h cn phi lm g, ng ta tr li. Chng ti ni cho h bit.
Thi i ca qung co chm dt. Ngy nay cc khch hng him khi tin vo cc i l qung
co trong vic gip h i n cc quyt nh chin lc quan trng. Mi quan h i tc tip th
c trc y nay xung cp chuyn thnh mi quan h ngi mua - k bn. (Mt cng trnh
nghin cu ca Patrick Marketing Group v cc gim c tip th cho thy ch c 3% ngi c
hi kin cho bit h c u quyn cho cc i l qung co ca mnh trch nhim xy dng
thng hiu.)

13

Cuc iu tra 1.800 cn b qun l doanh nghip gn y do Lin on Qung co M

(American Advertising Federation AAF) tin hnh cho thy quan h cng chng c coi trng
hn qung co. Khi c hi b phn no ca cng ty l quan trng nht gip cho s thnh
cng ca cng ty, th kt qu cuc thm d nh sau:
Pht trin sn phm 29%
Lp k hoch chin lc 27%
Quan h cng chng 16%
Nghin cu & pht trin 14%
Chin lc ti chnh 14%
Qung co 10%
Php l 3%
Nh vy, ch c b phn php l l xp hnh di b phn qung co trong cuc iu tra ca
AAF. Mc d qung co chim phn ng trong c cu ngn sch ca cng ty, nhng di con
mt ca nh qun l th ch ng ca n b xi mn nghim trng.
Vy th AAF lm g khc phc tnh trng sa st v tr xp hnh ca b phn qung co. H
cng lm ci iu m nhiu cng ty s lm khi gp rc ri. H tung ra chin dch qung
co ci thin hnh nh qung co trong nhn thc ca cng ng doanh nghip. Ch a
ra l Qung co. l con ng tr thnh thng hiu ln.
Nhng nu nh bn tin rng pht trin sn phm, lp k hoch chin lc, quan h cng chng,
nghin cu v pht trin, v chin lc ti chnh l quan trng hn qung co i vi s thnh
cng ca cng ty (nh kt qu cuc iu tra cho thy), th ti sao bn li tin vo qung co vi
li l mnh bo, Qung co l con ng tr thnh thng hiu ln.
y l mt trng hp in hnh ca s mu thun v nhn thc. Bn khng th va nh gi
thp vai tr qung co v va tin vo qung co ni rng qung co to ra cc thng hiu ln.
Tt nhin, ngoi tr trng hp bn khng cho rng thng hiu ln l quan trng. iu c
ngha l Lin on Qung co M hin ang c hai vn : qung co v thng hiu.
im yu nht trong mi chng trnh qung co l s ng tin cy ca n. i vi ngi bnh
thng th thng ip qung co c ng tin cy rt thp. Qung co, theo ng ngha ca
n l thng ip y thin v do cng ty b tin ra mua nhm thu c li nhun ch k t hng
ho a n ngi tiu dng.

14

THI I HONG KIM CA QUNG CO

iu ny khng phi lc no cng xy ra. Sau Th chin th hai, qung co l ngi sao ang ln
i vi gii doanh nhn M. Ti cc cng ty nh Procter & Gamble, Hersheys, Coca-Cola,
Campbells v nhiu cng ty v hng tiu dng khc, chnh nhng ngi lm qung co ch huy
ngi khc.
Ti Hollywood, ngi ta thm ch cn lm phim m t nhng ngi lm qung co nh nhng
anh hng. B phim The Huckster (Nhng k bn rong), do Clark Gable v Deborah Kerr th vai
chnh, l mt v d in hnh. Tng t cun phim The Man in the Gray Flannel Suit (Ngi n
ng trong b com-l vi flannel mu xm) do Gregory Peck th vai chnh. (ngi ta nhng
tng rng h ai mc b com-l vi flannel mu xm u thuc gii kinh doanh qung co,
nhng thc ra vai m Peck ng li l ngi lm v PR).
Nh vic v tuyn truyn hnh c a vo s dng sau Th chin th hai, khi lng qung
co bng n. Ti nm 1972, chi ph bnh qun u ngi cho qung co l 110 -la. Ngy
nay con s ny l 865 -la. Qu thc chng ta ang sng trong mt x hi qu nhiu thng tin
v s ngy cng n o hn. (Nu tnh n nh hng ca lm pht th con s ca nm 1972 s
l 465 -la).
iu g s xy ra nu nh khi lng ca hu ht mi th c tng ln vn vt ngoi s hnh
dung ca chng ta?
KHI LNG TNG LN, HIU QU GIM I
S tng ln ca khi lng qung co trng hp vi s sa st tnh hiu qu ca qung co. Mi
cng trnh nghin cu v tnh hiu qu ca qung co u cho ra mt kt qu nh nhau. Qung
co trn mt phng tin thng tin no cng nhiu bao nhiu th hiu qu ca tng qung
co cng thp by nhiu.
Qung co ng trong mt tp ch mng s c nhiu ngi thy v c nhiu hn so vi qung
co ng s khc dy hn ca chnh tp ch . Mt qung co trong mt chng trnh
truyn hnh c s lng qung co t hn s gy ch cho nhiu ngi xem hn so vi qung
co trong mt chng trnh truyn hnh c nhiu qung co.
Khng ch khi lng qung co tng ln m chi ph qung co cng tng ln rt nhanh. Nm
1972, gi qung co 30 giy ca Super Bowl l 86.000 -la v 30 giy qung co ca Super
Bowl n 56.640.000 ngi. Chi ph cho mt ngn ngi: 1,52 -la.
Nm ngoi chng trnh qung co 30 giy ca Super Bowl tng ln 2.100.000 -la v n
vi 88.465.000 ngi. Chi ph cho mt ngn ngi: 23,74 -la, tc l gp gn 16 ln so vi
trc. (Cng bng hn, nu tnh n t l lm pht th chi ph ngy nay gp 3,7 ln. Mt khc
vic tng 270% trong ba thp k l mc tng ng k.)
15

Ngoi chi ph pht chng trnh trn cc phng tin thng tin i chng, cn phi k n chi
ph sn xut ra chng trnh qung co m khng h r cht no. Theo Hip hi cc Cng ty
Qung co M, chi ph trung bnh sn xut mt chng trnh qung co 30 giy trn truyn
hnh hin nay l 343.000 -la.
i vi mt s mt hng chi ph trn cn cao hn. Chng hn, chi ph trung bnh sn xut
chng trnh qung co 30 giy trn truyn hnh i vi nc gii kht hoc thc n nhanh l
530.000 -la; i vi qun o v trang phc tng vt ln 1.053.000 -la.
Nu bn nghin cu bng gi qung co trn tt c cc phng tin truyn thng, chc chn
bn s nhn ra hai xu hng. Tng khi lng qung co lm gim tnh hiu qu, kt hp vi
tng chi ph cng lm gim hiu qu.
Tnh cng li, hai xu hng ny lm cho qung co tr thnh con ng tn km v kh khn
gy nh hng n khch hng c v khch hng tim nng. (Nu bn ngh rng cng ty
ca bn b ra nhiu tin cho qung co nhng kt qu thu c t th c l bn ngh
ng.)
QUNG CO L D THNG
Hu ht cc sn phm v dch v u i theo hng ngc li. Khi thi gian tri qua, gi c
thng gim xung.
Hy th so snh gia thng tin lin lc bng in thoi v thng tin lin lc bng qung co. Tr
li nm 1972, nm MCI bt u hot ng, cc trung bnh cuc gi in thoi ng di vo
khong 20 xu mt pht. Ngy nay n vo khong by xu mt pht hoc t hn.
iu tng t cng ng vi gi v my bay, thc n nhanh, nc gii kht, sn phm in t
v hng trm th sn phm v dch v khc. Cng vi thi gian s cnh tranh s tng ln v cc
cng ty s tm ra cch gim gi thnh sn xut, v gi c ( c iu chnh theo lm pht) c
xu hng gim xung.
Nm 1990, ti M ch c nm triu ngi dng in thoi di ng v cc in thoi trung bnh
hng thng phi tr l 81 -la. Ngy nay c ti 110 triu ngi dng in thoi di ng v
cc in thoi trung bnh hng thng ca h ch 45 -la.
Ch trong vng nm nm gi trung bnh ca mt chic my nh k thut s gim t 560 -la
xung cn 370 -la, trong khi s pixel (o cht lng nh) tng ln vut bc.
C l v d tt nht cho xu hng gi c khng ngng gim l my vi tnh. Mt chic my vi tnh
c nhn m ngy nay bn c th mua vi gi 1.000 -la mnh hn rt nhiu so vi my tnh
ln tr gi hng triu -la nu bn c th mua 30 nm v trc.

16

KHI LNG QUNG CO TIP TC TNG

Th nhng chi ph cao hn v hiu qu gim xung khng lm gim khi lung ca qung
co. Ht nm ny sang nm khc chi tiu cho qung co vt c s tng trng GDP.
Nm 1997, chi ph qung co M tng 7% so vi nm trc . Nm 1998, 8%. Nm 1999,
10%. V n nm 2000 tng 10%. (Do nhng v tn cng khng b, nm 2001 l trng hp
ngoi l. Chi ph qung co gim 6%, ln th hai duy nht trong vng 40 nm qua m chi ph
qung co nm sau thp hn nm trc.)
Chi ph qung co M hin nay l 244 t -la mt nm, tc t k lc 2,5% ca GDP. Chi ph
ny xp x vi ngn sch chi cho B Quc phng l 291 t -la trong nm ti chnh 2000.
Mt s nc khc ang bt u gia nhp vo x hi bo ho qung co cng vi M. Hng
Kng, B o Nha, Hungary, Hy Lp v Cng ho Sc chi tiu cho qung co tnh theo t l
GDP cao hn c M. Mc d vy, hin nay nc M chim ti 44% tng chi ph cho qung co
trn th gii.
237 THNG IP TRONG MT NGY
C bao nhiu bc thng ip qung co chuyn n mt ngi dn bnh thng trung bnh
trong mt ngy? y l cu hi m nhiu chuyn gia v thng tin lin lc c gng tm cch tr
li vi con s c on l khng qu nm ngn trong mt ngy. Th nhng thng ip l g?
C phi l mu qung co nh trn tp ch hay chng trnh qung co 30 giy trn truyn
hnh? Lm th no m bn c th so snh mt trang qung co trn bo (c th cha 30 mu
qung co nh) m mt ngi c th lt qua trong na giy vi mt chng trnh qung co
30 giy trn truyn hnh? Liu c phi nhng ai xem c hai th u tip nhn 31 thng
ip qung co?
C mt cch khc tt hn c tnh mc hp th qung co tnh theo u ngi trong
mt ngy. Khon chi ph hng nm cho qung co l 244 t -la s chuyn thnh 2,37 -la cho
u ngi trong mt ngy.
i vi nhiu ngi, qung co c ngha l qung co trn truyn hnh. Chi ph trung bnh cho
chng trnh qung co 30 giy trn truyn hnh l xp x 10 -la cho 1.000 ngi tc mt xu
cho mt ngi. Do , trung bnh mt ngi s tip nhn 237 qung co trn truyn hnh (hoc
tng ng bi cc phng tin khc) mi ngy, tc l 86.500 qung co trn truyn hnh cho
mt nm.
237 qung co trn truyn hnh cho mi ngi trong ngy l qu nhiu. N chng khc g xem
trn mt b phim m chng c g khc ngoi qung co. V tt nhin khi ni tnh theo u
ngi s bao gm tt c mi ngi t a b n ngi gi. i vi mt ngi c thu nhp

17

kh v ang tui thanh nin th c th tin chc s c tip cn vi qung co nhiu hn

th gp bn hoc nm ln.
HIU NG GIY DN TNG
Khi s lng qung trn ngp th cc thng ip qung co nh giy dn tng. Hng ngy
qung co bao quanh chng ta t sng ti khuya. Khng ch c s lung qung co l gim tnh
hiu qu ca n m c s lng thng ip khc nhau m mi chng ta tip nhn hng ngy
cng vy. Hng nghin cu th trng CRM c tr s ti New York tin hnh iu tra v chi
ph qung co i vi chn trm ngn thng hiu khc nhau.
Do s lng qu ln v s a dng ca n, chng ta thng b ngoi tai mi khi nghe thy
thng ip qung co. Ch khi no xut hin qung co tht khc thng, chng ta mi ch .
Khng hn l c vt g ln l ngi ta s ch n n. Mt phng khch bnh thng c th
dng vi 190 trang bo New York Times. Th nhng d bn c trong phng khch nhiu
gi i na th cng khng ti no nh c mt chi tit nh no ca t giy dn tng ny c,
(Nu nh ti nh bn c dng giy dn tng th ln gn y nht c khch l n nh v ku
ln, Ch! Giy dn tng ny tht c sc l khi no.)
Bn c th c 190 trang qung co ca t New York Times vi mt kt qu tng t. Ngha l
chng ti no nh c mt chi tit no trong cc trang qung co c din tch n 120 mt
vung c.
Bn c bit Rosario Marin l ai khng? Th cn Mary Ellen Withrow? Bn khng bit ? L tht,
v bn nhn thy cc tn hng ngy trn mt tri t giy bc ca bn m. Mary Ellen withrow
l B trng Ngn kh ca M di thi chnh quyn Clinton. Cn Rosario Marin l di thi
chnh quyn Bush.
ng tin cng ging nh giy dn tng. Ngoi tr ch s ln in gc hu nh chng bao gi
bn ngi ta in ci g trn giy bc c.
Ni chung, qung co l th m bn t mnh rn luyn trnh xa n. Nu bn c ht mi
qung co th s chng cn thi gian u lm vic khc.
C mt s trng hp ngoi l. Khi nh v sinh ca bn b trn nc, bn s phi tra cun nin
gim tm th ng nc. Khi bn mun chuyn ch ra ngoi thnh, bn s phi tm mt
ngi nh mi trong cun danh mc qung co. Khi bn nh sp xp mt cuc hn h vi ngi
yu, bn c th kim tra li gi gic cc bui chiu phim trong s bo cui tun.
Tr mt s trng hp ngoi l nu trn, c th ni 90% s lng qung co cn li s b lit
vo loi chung chung. Ni cch khc, ngi ta mun thc y bn chn mua mt s thng

18

hiu nht nh. Nhng y qu l mt cng vic kh khn. Mt ngi tiu dng bnh thng s
lun ngh rng mnh bit thng hiu quyt nh nn chn mua ci no.
MT THNG IP THIN V
iu quan trng hn c, ngi tiu dng bnh thng lun cm thy thng tin c nu trong
qung co l thng tin thin v, mt chiu. N khng ni ln ton b cu chuyn, khng a ra
cc phng n khc, v thng gy sai lc. Khng c g l khi m nhn vin qung co ch xp
trn ngi i l bn xe -t.
Ai nh la ai? Sn phm ca chng ti cha vitamin nhiu hn, khong cht nhiu hn, cht
m nhiu hn cc sn phm khc trn th trng. Vng ng th, nhiu hn 1 phn trm.
Xe ti ca chng ti c dm xe di nht, thng cha hng di nht v chiu ngang rng nht
trong ngnh cng nghip -t. Vng ng th, c di hn mt t, rng hn mt t.
Cn y l li mi cho qu quen thuc khng ai snh c. Khng c pin no th hn
Duracell. Dch ra c ngha l: tt c u nh nhau.
Nhiu nm trc y khi qung co cn t hoc khng c, mi qung co u c hiu qu.
Ngi ta c v tranh lun rng ri cc mc qung co. Ngi ta mong i c cc trang
qung co in bn mu trong tp ch Life hoc theo di cc tit mc qung co trn sn khu nh
ht Texaco Star.
Nhng bn khng th sng li thi qu kh. Qung co khng cn mi m v hp dn nh
trc y. N nhiu qu mc. Qung co nay chuyn v Florida hng nhng nm
thng ngh hu.
Lm sao chuyn ny c th xy ra khi m qung co by gi nhiu hn so vi bt c thi k no
trc y? C v tng khi lung ln t l tnh theo u ngi. Lm sao m mt k thut thng
tin lin lc li ang suy tn c trong khi tnh ph bin ca n ang nh cao?
Lch s cho chng ta cu gii thch. Khi mt k thut thng tin lin lc mt i mc tiu chc
nng, n s chuyn thnh mt dng ngh thut.
2. QUNG CO V NGH THUT
Trc thi i ca sch in, th ca c dng lu truyn cc cu chuyn t th h ny
sang th h khc. Dng th ca d hn nhiu so vi dng vn xui ghi nh cc cu chuyn v
k li cho ngi khc nghe. Homer (vo khong nm 850 trc Cng nguyn) vit tuyt tc
The Iliad v The Odyssey bng th ca.
Ngy nay th ca vn ph bin nh thi Homer. S khch bit l ch th ca ngy nay l mt
dng ngh thut. Chc nng thng tin lin lc ca th ca khng cn na. Ngy nay hu nh
19

khng cn tc gi no dng th ca lm phng tin truyn thng tin bng ming. H dng
vn xui v sch in gip h truyn ni dung cu chuyn t i ny sang i sau mt cch d
dng.
HI HO CHUYN THNH NGH THUT
Trc thi i ca nhip nh, hi ha c dng lm phng tin lu truyn hnh nh vua
cha trong vng quc. Nh hi ha m ngi th h sau bit c ngi th h trc
mt mi ra sao. Trc thi i ca nhip nh, Rembrandt, Rubens, Raphael, Michelangelo,
Leonardo da Vinci, v cc ha s ni ting khc thng v tranh theo phong cch hin thc.
(Gn y c th gii ngh thut b sc bi gi thuyt ca David Hockney cho rng cc danh
ha c in, t thi xa xa n tn nhng nm 1430 dng cc thit b quang hc gip h
to ra cc hnh nh thc.)
Hi ho ngy nay cng ph bin nh thi Rembrandt. Ch c iu khc l hi ha ngy nay ch l
mt dng ngh thut gn nh thot ly hon ton khi hin thc. Trong khi nhip nh dn dn
chim lnh vai tr thng tin lin lc bng hnh nh th hi ho tr nn tru tng v tr thnh
ngh thut.
(Bn kh c th nhm ln treo ln ngc mt bc nh chp, th nhng nhng ngi lm vic
ti Vin bo tng Ngh thut Hin i New York treo ln ngc bc tranh Le Bateau ca ho
s Matisse ti 47 ngy cho n khi c ngi pht hin ra.)
S tng gp bi ca gi c l mt du hiu cho thy mt ngnh chuyn mn bin thnh mt
th loi ngh thut. Khi ng ni ca ng ni ca bn cho ha s lng v chn dung ca mnh
truyn li cho hu th, c th c ch tr tin th lao tnh theo gi vi mc khim tn. Gi y
bc tranh l mt tc phm ngh thut qu gi, cn gi ca n l v hn.
Mi nm trc, Portrait of Dr.Gachet (Bc chn dung bc s Gachet) ca danh ha Vincent van
Gogh c mt ngi Nht mua li vi gi 82,5 triu -la. Nu bc s Gachet ch mun cho
hu du ca mnh bit c mt mi ca ng ra sao, ng l ng nn chp nh chn dung v
nh th c th tit kim cho ai kh nhiu -la.
Ngh thut khng c chc nng; do ngh thut khng c gii hn xc nh gi tr ca n. Gi
tr ca ngh thut tu thuc mc ngi ta sn sng tr cho n. iu l th l ci gi li
ph thuc trc ht vo tnh qun chng, m bc tranh c c trn phng tin thng tin i
chng, ch khng phi ph thuc vo khi lng qung co ca Sothebys hoc Christies[4]
iu khc c thi c dng to ra cc tng thn thnh. Gi y khi hu nh khng cn ai
tin vo cc v thn bng , ng, hay g th iu khc tr thnh mt dng ngh thut.
Khng vn hoa no ti M c coi l hon thin nu khng c b su tp cc tng i bng

20

ng hay bng , nhng c rt t ngi n th cng. iu khc nay l mt th loi ngh

thut.
BIN QUNG CO THNH NGH THUT
Qung co s i theo con ng ging nh iu khc, hi ho v th ca tri qua. Marshall
McLuhan ni, Qung co l th loi ngh thut ln nht ca th k XX.
Khng ch c nhng chuyn gia nh McLuhan m cn nhiu nhn vt hng u trong lnh vc
qung co ang gn kt qung co vi ngh thut. Mark Fenske, mt cy vit qung co c uy
tn, ni ting nh cc qung co cho hng Nike v cc thng hiu khc ni, Qung co c th
l mt th loi ngh thut c sc mnh nht trn tri t. Nh qung co huyn thoi George
Lois t tn tc phm ln nht ca mnh l The Art of Advertising: George Lois on Mass
Communication (ngh thut qung co: George Lois bn v thng tin i chng).
Nhiu vin bo tng ln trn th gii ang lu gi nhiu b su tp cc sn phm qung co.
Tm p phch qung co ru vodka Absolut c ng khung v treo trn tng nh cc bc
ha. Mt cuc trin lm trng by cc tm qung co x phng Ivory c t chc ti vin bo
tng Smithsonian; cc tm qung co Coca-Cola c t ti Th vin Quc hi M, v Vin
bo tng Ngh thut Hin i M ang lu gi b su tp cc chng trnh qung co trn
truyn hnh.
Cc knh truyn hnh gom cc su tp qung co trn truyn hnh li ri pht thnh chng
trnh. Hng CBS c chng trnh Super Bowls Greatesr Commercials (cc qung co ln nht
ca Super Bowl). Hng ABC c Best Commercials Youve Never Seen (And Some You Have) (cc
qung co tt nht bn cha tng thy (v c mt s bn tng thy)). Hng PBS c Super
Commercials: A Mental Engineering Special (Cc siu qung co: mt chng trnh c bit v
k ngh tr tu).
Bn hy th bc chn vo vn phng ca bt c hng qung co no trn th gii v nhn ln
tng. Bn s cm thy mnh nh ang c mt ti mt nh bo tng ngh thut cc tranh
qung co c treo ht bc tng ny ni tip bc tng khc mt cch y n tng v
c t trong khung treo t tin.
Hy khoan , c th bn ang suy ngh. Cc hng qung co ch mun trng by cc mu sn
phm ca h thi m, c g l u? C th nh vy, nhng cc lut s u c trng by bn sao
cc b h s bo cha tinh t nht ca mnh. Cc bc s u c trng by nh nhng ca m
tuyt vi nht ca h. Chng ti cha bao gi thy hng qung co no (chng ti n thm
rt nhiu hng) em trng by cc biu giao dch thng mi vi khch hng ca h c.
Vy th vai tr v chc nng ca qung co l g? Bn hy th hi bt k ngi vit qung co
hay gim c ngh thut no xem. C phi l tng doanh s 10% cho khch hng hay gip
21

khch hng ginh gii S t vng ti Cannes? Nu nh h thnh tht, h s tha nhn mc ch
l kim tin m thi.
C g sai khi nh ng qung co vi ngh thut? C nhiu y, nhng iu c bn l nhng
ngi sng to ra cc qung co ngy cng quan tm nhiu hn n iu m hu th s ngh g
v tc phm ca h hn l iu m cc khch hng tim nng ngh v thng hiu.
V pha ngi tiu dng cng th, h ngy cng coi qung co l mt dng ngh thut hn l
mt phng tin thng tin lin lc. Chng phi t ln bn nghe ai tht ln, Ti va xem mt
chng trnh qung co s trn truyn hnh ti qua; ti sut ln xung sn nh v ci.
Khi bn ti hi ngi tn ca sn phm c qung co l g, cu tr li thng gp l, Ti
khng nh. V nu h c nh tn thng hiu c qung co i na th h s t v kh chu
nu bn hi tip liu h c nh mua sn phm khng.
Cch m ngi ta nhn qung co by gi chng khc g cch h c mt cun tiu thuyt hay
xem mt chng trnh biu din trn truyn hnh. H quan tm n cc nhn vt, cc tnh
hung, cc m mu m khng my may c ng c s c hnh ng g ng gp vo , k
c mua sn phm. ch l ngh thut. (Mt trong s ngi ngh rng k ton cng ang tr
thnh mt dng ngh thut ti mt s cng ty Enron[5] chng hn.)
BIN QUN S THNH NGH THUT
Trong x hi ca chng ta con ng gia chc nng v ngh thut c ngi ta cy
nt.Th ly mt v d in hnh thuc chc nng qun s, i gc.
Ti Hn Quc, vic i gc vo lc 2 gi sng l mt nghi thc n gin ch mt 20 giy.
C g c bit khng, Al?
Khng, ngoi tr y cn lnh hn a ngc.
Cu ht nhim v. i ng c ri.
Ti cung in Buckingham, vic i gc l mt nghi l cu k ko di n khong 20 pht. Cu
hi t ra l: Ngi lnh gc gc ci g?
Khng g c. Ti cung in Buckingham vic i gc tr thnh mt dng ngh thut.
Trc khi pht minh ra sng ha mai, thanh gm l mt v kh quan trng trong chin tranh.
Th m nhiu th k tri qua k t khi u kim chng cn chc nng g trong chin tranh.
Th nhng thanh kim c bin mt khng? Tuyt i khng. Trong cuc ni chin[6], tt c cc
s quan u eo kim. Ti ta hnh chnh Appomattox, Tng Lee u hng Tng Grant
bng cch trao thanh kim ca ng ta. Ngy nay, tt c cc s quan tng lai ti Hc vin Qun
22

s West Point u c thanh kim ca mnh. Thanh kim mt i chc nng ca n v tr

thnh mt dng ngh thut.
Bn c th nhn ra ngh thut bng cch da vo mc thng dng ca n trong ngn ng
thng ngy. Mc d thanh kim khng cn chc nng trong x hi ngy nay, nhng n vn
cn c mt trong ngn ng. Khng ai ni, sng bng sng, ch bi sng[7] ( Live by the gun,
die by the gun).
BIN CON NGA THNH NGH THUT
Trc thi i -t, nga l phng tin vn chuyn ch yu ca con ngi. Nhng nga c
bin mt cng vi s pht minh ra -t khng? Tuyt i khng. Ngy nay nc M c nhiu
nga hn bt k thi no trc y, nhng tht s chng cn ai dng n thun tu vn
chuyn. C nhng cuc ua nga, biu din nhy nga, v i d ngoi bng nga. Nga mt
i chc nng vn chuyn ca n v tr thnh mt dng ngh thut.
Hn by triu ngi M tham gia vo ngnh cng nghip nga[8], mt ngnh cng nghip c
doanh thu 112 t -la mt nm. Doanh thu hn c doanh thu kinh doanh vn ti ng st
nc M, mt chc nng ca ngnh vn ti.
THI UA VI NGH THUT HI HO
Ngnh ngh thut m nhng ngi lm qung co cho l gn gi nht vi h l hi ho. Cc
gim c ngh thut qung co (thc ra phi gi h l cc gim c v trnh by hay hnh
nh th ng hn) m phng cc chin dch qung co theo cc khuynh hng trong ngnh
hi ha.
Ch ngha ti thiu (Minimalism). Hu ht qung co thi trang s dng phng php
ngh thut ny do Mark Rothko khi xng. Mt tp qung co c tm trang giy in bn mu
lng trong tp ch New York Times gn y ch s dng c hai t trong ton b qung co. l
t Nautica trn trang 1 v t Nautica trn trang 8.
Ngh thut Pop[9] (Pop Art). Nhiu chin dch qung co ru c m phng theo
phng php ngh thut ny. Vi tn gi Chai v ly (bottle-and-glass) cc qung co ny gi
ngi tiu dng nh li cc sn phm hp Campbells ca Andy Warhol v Brillo. Cng v vy
m mt trong nhng qung co ru Absolut ni ting nht do chnh Warhol sng tc.
Ch ngha biu hin tru tng (Abstract Expressionism). Nhiu qung co siu th v
i l bn xe c cng ln xn nh bc trang sn du ca ho s Willem de Kooning. Hnh nh h
mun gy n tng l mi th u ang c bn.

23

 Ch ngha siu thc[10] (Surrealism). Nhiu chin dch qung co cng ngh cao sao
chp phng php ca Salvador Dali. V d in hnh l qung co gn y ca Microsoft XP
trong c hnh ngi ang bay.
Ch ngha git gn (Sensationalism). Nhiu chin dch qung co bt chc tc phm
ca Damien Hurst, ngh s Anh ngi c nhiu hnh ng thi qu nh chm t i mt
con heo. Li ku gi ghi tn tham d cuc thi gii Atlanta Awards 2001 Addy khng c bn sao,
ch c mt bc tranh mt ngi m eo bng tn gim kho Addy i theo sau mt con ch
dn ng.
C GNG C NI TING
Xy dng thng hiu trong lnh vc ngh thut cng theo nhng nguyn tc ging nh xy
dng thng hiu trong lnh vc tip th. Bn mun tr thnh mt ngh s ni ting (hoc c
sn phm ni ting) bn phi l ngi i u trong mt chng loi mi. Sau mt thi gian cc
gii ph bnh ngh thut s t tn cho chng loi mi v gn n vi tn ha s ngi i tin
phong to ra chng loi . Chng hn, Ch ngha git gn v Damien Hurst. Sau y l cc v d
khc:
Trng phi n tng (Impressionism) Claude Monet
Trng phi k thut ha im[11] ( Pointillism) Georges Seurat
Ch ngha biu hin (Expressionism) Vincent van Gogh
Trng phi Cloison (Cloisonnism) Paul Gauguin
Trng phi u tr (Nave Painting) Henri Rousseau
Trng phi Fvit[12] (Fauvism) Henri Matisse
Trng phi lp th ( Cubism) - Pablo Picasso
Trng phi De Stijl hay Tn to hnh[13] ( Neoplasticism) Piet Mondrian
Trng phi hi ho hnh ng (Action Painting) Jackson Pollock
Trng phi ngh thut ng hc (Kinetie Art) Alexander Calder
Mt ha s khng th tr nn ni ting bng cch v bt chc Picasso.
Mt chic xe -t khng th ni ting nu c thit k sao chp chic xe Porch. Bi v l s
c o. l s sng to theo ng nh ngha thng thng ca t .
iu ny lm sng t t ng b lm dng v hiu sai nhiu nht trong lnh vc tip th.

24

3. QUNG CO V SNG TO
Nu bn tng lm vic cho mt hng qung co (nh chng ti), bn hn s ng vi
chng ti rng t ng b lm dng nhiu nht trong ngnh ny chnh l t sng to.
Bn thy y, no l phng sng to, gim c ph trch sng to, phng php sng to, chin
lc sng to, v nn tng sng to. Li t duy y l bt c ci g hay bt c ai nu khng
sng to th khng phi l qung co hoc khng nm trong hng qung co.
Vy th hnh ng sng to l g? Theo t in v theo cch hiu thng thng ca t ny, sng
to ngha l vic lm ra ci g c o, hoc mi m v khc bit.
Nhng nu c ci g c v quen thuc li tt hn ci mi v khc bit th sao? Khng sao
c, ci c v quen thuc s khng c dng ti bi v n khng sng to. Bi v sng to
chnh l ci m cc hng qung co c ngi ta tr tin cng. ng vy khng?
SN PHM V TNH SNG TO
Th nhng phi chng tnh sng to cn c trong sn phm hn l trong mu qung co? Phi
chng ct li ca vic xy dng thng hiu l to ra nhn thc rng thng hiu ng u
trong mt chng loi mi hn l to ra nhn thc rng mu qung co cho thng hiu l
mt mu qung co t ph?
Phi chng bn s gim nhit tnh mua mt sn phm nn bn nhn thy mu qung co cho
sn phm tuyt vi nhng bn thn sn phm li tm thng? V phi chng bn s d mua
mt sn phm hn nu bn thy qung co th tm thng cn sn phm th tuyt vi? Chng
ng sao khi nhiu ngi cho rng qung co chng lin quan g n h, chng qua ch l mt
th h phi chu ng c xem truyn hnh hay nghe radio? Hay ch l trang giy h phi
lt qua tm bi cn c trong tp ch hay t bo?
Do qu tp trung vo s sng to, cc hng qung co ng nhn rng tip th l trn chin
gia cc mu qung co vi nhau hn l trn chin gia cc sn phm. Cc hng qung co u
mun chin thng trong cuc chin qung co bi v n em li cho h gii thng, s tn vinh
ca gii truyn thng, v c hi lm n mi.
VN TH TRN I L MADISON[14]
Cng ging nh cc ngh s i tm kim s tn vinh, nhng ngi lm qung co rt nhanh nhy
lao vo cc mt thi thng mi nht. Cch y vi nm, cc loi ng vt l mt thi thng
trn i l Madison. Mt trong nhng nh qung co u tin sc so vn th chnh l hng
Energizer, i tng l cc ch th.
Th ri mt on diu hnh cc loi th din ra. Hng Coca-Cola chn con gu bc cc. Hng
bia Budweiser chn con kin, con ch, con chn, con hi ly v cui cng l con thn ln. tm
25

loi th cho ring mnh, mt nhnh ca Budweiser l Bud Ice t hi con vt no thch ung bia
ca h nht? Bn th on xem l con g? Cu tr li l con chim cnh ct. Th l Bud Ice
chn con chim cnh ct l biu tng qung co!
Postal Service chn con chim i bng. Merrill Lynch chn con b tt. Taco Bell chn con
Chihuahua[15]. Allstate chn con hu. Dreyfus chn con s t. Yahoo! chn c heo. American
Tourister chn kh t. E*Trade chn con tinh tinh. La-Z-Boy chn gu trc M. Cadillac chn
con vt. Ranger Rover chn con voi. BMW chn con ra. Con ra ? Ci my ng lc tt nht
li l con ra? Tc ti a, hai dm mt ngy.
Mt mu qung co hai trang giy gn y cho loi xe dng trong th thao Saturn Vue nht
ti 23 loi th khc nhau.
C nn hay khng nn a cc con th vo qung co? Ging nh mi cu tr li khc trong
lnh vc tip th, cu tr li ng lun lun l: ci cn tu thuc vo
Ci cn tu thuc vo bn qung b ci g? Nu bn mun qung b cho vn th th vic
a ra con th c th l mt kin hay. Nhng nu bn qung b cho -t th c l khng hay
u.
Th nhng nhng ci u sng to li ngh khc. Nu nh cha c ai dng loi th qung b
cho - t th li l mt sng kin hay. V cho thc s sng to, qung co -t c phi
a vo mt con vt m cha c ai khc s dng. V th l con ra c dng cho BMW.
Chc chn l cuc diu hnh ca vn th s cn tip din. C ti hn bn ngn chng loi
ng vt c v xi, t con chut ch ch nng c hai gam cho n con c voi nng n 140
tn. Tt nhin con c voi c Pacific Life dng mt ri, th nhng con chut ch th vn cn
, nu bn quan tm th xin mi.
CUC SN LNG CI MI M V KHC BIT
Al Ries tng lm vic cho hng Renault khi m hng ny ang tm cch qung b Renault
Dauphine cnh tranh vi Voilkswagen Beetle. ng gim c sng to trnh by s bi tr,
gm tm hnh chic xe -t b xu din tch ch vi xng-ti-mt vung nn pha sau l khong
khng trng xo ca c trang tp ch Life.
ng gii thch, Tt c cc mu qung co xe -t khc u dng tm hnh phng to chic xe.
Chng ta phi lm khc, ngha l dng tm hnh thu nh. Ci u sng to lm vic nh th
y.
ng vy, Al Ries tr li, Th nhng chic xe Dauphine trng p hn chic Beetle nhiu. V
y l li th duy nht chng ta c. Liu chng ta c nn dng tm hnh ln ni ln li th
hay khng?
26

Rt cuc chin thng thuc v s sng to, nh mi khi, v mu qung co c tung ra theo
k hoch. S lng bn ra khp vi kch thc ca tm hnh, v sau khng lu chic xe
Dauphine bin mt khi th trng.
duy tr ngn la sng to ca mnh, nhng ngi lm qung co thng i tm nhng
tng mi m v khc bit bn ngoi lnh va hot ng ca mnh. H tm n cc nh bo
tng ngh thut, cc rp chiu phim tm kim ci c o v khc bit.
H pht hin ra in nh l mt ngun cung cp cc tng c bit li hi. Cc hng qung
co thng thu cc nh lm phim nh Spike Lee, Woody Allen, David Lynch, Errol Morris, anh
em nh Coen, hay Guy Ritchie (c bit hiu l chng ca Madonna) lm chng trnh qung
co trn truyn hnh. Khi cc gim c sng to ca hng qung co mun c thng tin
trong s nghip, h thng i n Hollywood lm phim. (Trong s ny c Spike Jonze,
Michael Bay, David Fincher, Tarsen Singh.)
Bn thn ngnh cng nghip in nh cng ang lm le tr thnh mt dng ngh thut. Mt
cun phim ngh thut, hu nh theo nh ngha, l mt cun phim m chng c ai i xem, v
nu c vi ngi i xem th h chng hiu phim ni v ci g.
QUNG CO CHI CA NISSAN
Nhiu chng trnh qung co trn truyn hnh vay mn tng t ngnh in nh. Bn
cn nh chng trnh qung co chi ca Nissan vi nm trc y, c s dng cc con
bp b Barbie, Ken, v ngi trng ging lnh M Joe cng vi bi ht ca Van Halen You
Really Got Me? ( Anh thc s c em?).
y l cch m ci u sng to sng to mt chng trnh qung co nh th: (1) Mi
qung co xe -t u s dng nhip nh, do chng ta s s dng phim hot hnh hnh
ng. (2) Mi qung co xe -t u dng xe tht, do chng ta s dng xe chi. (3) Mi
qung co xe -t u dng ngi tht, do chng ta s dng bp b.
Lee Clow, gim c sng to c ca ngi nht ca ngnh qung co v b c ca mu qung
co Nissan trn, nh ngha sn phm sng to c tnh t ph l Qung co lm thay i
quy tc trong ngnh. Vnh vin.
S sng to kiu ny c cng ng sng to ht sc tn thng. Mu qung co c
tng danh hiu qung co xut sc nht trong nm bi USA Today, Time, Rolling Stone, Trin
lm -t Quc t, v rt ng cc nh bnh lun. Tp ch Adweek gi chng trnh ca Nissan l
chin dch qung co c nhc n nhiu nht ca nm 1996.
S sng to em li gii thng, nhng n c gip chin thng v mt doanh s bn? Kt
qu thc t tht ng bun. y l kt qu kinh doanh ca Nissan v cc i th cnh tranh

27

trong ci nm m Nissan tung ra chin dch qung co chi. Hng Toyota tng 7% doanh s,
Honda tng 6%. C ngnh cng nghip -t tng 3%. Cn Nissan gim xung 3%.
Trn trang nht t Wall Street Journal c chy hnh tt ln Chin dch qung co ca Nissan
ginh thng li khp mi ni, tr ti cc phng trng by sn phm ca n. Nissan cn b
mt v na. Cng ty Nissan Motor ti M ct gim 450 lao ng tr c, tc l 18% lc lng
lao ng tr c ca n. V v ch tch ca Nissan phi ri khi cng ty di sc p
chuyn qua mt v tr ti Republic Industries.
Trong khi hng qung co ca Nissan vn ung dung vi uy tn sng to nguyn vn khng h
st m. iu khng th tin ni l ngy nay h vn tip tc phc v thn ch v khng h
thanh minh g v chin dch qung co cho thng hiu . Clow bc b mi li ku ca v s
km hiu qu ca qung co cho Nissan bng cch thn nhin ni rng, Ti u c thit k
chic xe . (Nhng ng c gip g cho vic bn xe u, ng Clow.)
iu ny cng chng khc g li ni ca mt lut s, Ti chng bn tm nu nh thn ch ca
ti thua kin, vic bo cha ca ti l khng ch vo u c.
PHNG PHP BRUCE WILLIS
Qung co ni ting v hm hnh. Nu nh ngy nay Hollywood lm li cun phim The
Hucksters (Nhng k bn rong) th vai chnh trong phim chc s ri vo tay Bruce Willis.
Mt on qung co in hnh cho ru Knob Creek c vit nh sau: Ba li cho Johnny
ngi nh ti Hamptons cng nhng chung nga. Cn ti c mt hm ru Knob Creek.
Tip n l im nt: Ba chng bao gi quan tm nhiu n Johnny c.
Trong th gii qung co, Johnny nhn uc ngi nh Hamptons v cc chung nga. Cn
trong th gii thc, Johnny c th gp phi v kin co kh chu.
Di y l nhng tt ln ca mt vi mu qung co hm hnh trong lnh vc xe -t:
Rt him khi bn gp hai t ti tnh v cng trng trong cng mt cu. Chevy
Avalanche.
C th lm ngi ta khao kht s dng chn ga. Nissan Altima.( Rt him khi bn
gp hai t khao kht v chn ga trong cng mt cu.)
Khi ca ga-ra ng li, bn t nh: Ch, tht l l th. Lincoln LS.
N ging con qui vt trong mt b phim kinh d. Lun quay tr li ng s hn v
dng mnh hn. Honda CR-V
Cao hn c thng lu. Volkswagen Passat.

28

 Chng khc mua pa-t gan ngng vi gi ca bnh kp pho mt. Hyundai.
iu tip theo bn thy l trng c Caviar c xp ln xe. Xe Jeep Gran Cherokee
Overland.
l mn bnh kp pho mt bo ngy trong x s u ph. Dodge Durango.
Chng ta s phi trnh by ngn gn thi CR-V c k hoch cui tun Honda CR-V.
Chng ti khng c lm cho cc xe ti khc cm thy bun v t ti, ch l v tnh
thi m. Chevy Avalanche.
AVS. AHC. VSC. y l b xp ch ti hay b gim xc cc tt? Lexus LX 470.
C th sui ngun tui tr chng phi l mt sui ngun. Audi A4.
Hy coi n nh mt thin thn h mnh nng hai tn. Jeep Grand Cherokee.
ng c 270 sc nga ca chng ti hn hn ng c ca bnkhoan , bn lm g
c ng c 270 sc nga. Chevy TraiBlazer.
Bn thch mt xa theo kiu no: kiu Thy in, shiatsu, Reiki, hay Lexus? Lexus LS
430.
Bn s vui th nht khi ngi trong xe c gh cao. Hyundai Tiburon GT V6.
y khng cm thy ang i trn ng. Ch c cm gic u ym Acura RSX TypeS.
Chic xe u ti b xc phm bi chnh bng gi ca n. Mitsubishi Lancer.
N c ai en[16] v vn hnh. Nissan SE- R Spee V.
N bt chp tt c, k c kiu dng. Cadilac Escalade EXT.
Hng triu ngi ang rt sung sng li nhng chic xe bun t. Ci g lm cho bn
khc thng n th? Chevy Impala LS.
Bn ch l mt vi m trong v tr. Nhng vn tt hn nu l ht vi m c thm sc
mnh. Chevy Tahoe.
No l ln hn, rng hn, sang trng hn. Ton l ba hoa. y mi l th thit.
Chevy TraiBlazer.
Vt cn cao ? Tnh cht ca chng ti l li ti v h gc n. Xe ti Chevy.
Mt s con b[17] cht vinh quang hn con khc. Xe ti Dodge.
Gip bn c cm gic u vit hn. Nissan Altima.
29

 Hy th gii thch ln na xem ti sao li kt xe. Toyota Camry.

Nhanh v c ng c th quay u ch U nh. GMC Yukon XL Denali.
c xong cc dng qung co -t ni trn liu bn c nh ci no khng? Chc l khng. Ti
sao li phi nh nh? Tt c nhng mu qung co ny u dng th ngn ng khng thng
dng trong i thng khi ni v nhng chic xe -t. Phm l qung co th phi sng to.
Mt mu qung co -t m chng ti a thch nht lt t mc thi qu ca s sng to l
qung co trn mt trang bo cho chic xe Infiniti. Trong l tm hnh mt con thn ln nm
trn tay li ca chic xe 135 vi ch hai cu:
Khng c nim vui sng no snh bng chui vo chic xe 135 trong mt ngy gi lnh cm
nhn ci m p t tay li. C nh th nm cht tay li chic xe sedan 255 sc nga vn cha
tha mn.
Chng ti t hi liu hi m t tay li c hp dn b ra 30.000 -la mua chic xe Infinity
hay khng. Th nhng nhiu mu qung co xe -t theo li hm hnh chn vi cc ci tin
thc s ca xe.
Hy th c li qung co chic xe Sierra Denali ca hng GMC: Chng ti khng pht minh li
bnh xe -t. Chng ti ch ngh rng c bn bnh xe t phi li c. Ci b chn vi y
chnh l thng ti thc s. Chic xe ti nh u tin v duy nht trn th gii c tay li truyn
lc xung c bn bnh.
H thng li bn bnh c th l yu t thu ht mnh m i vi ngi mua xe ti, th nhng
tng ny cn c cch a tin ng tin cy ca phng tin truyn thng i chng. C bao
nhiu chic xe c h thng li bn bnh? Liu xe li bn bnh c gim c tai nn? Chnh
quyn Lin bang c kin g v chuyn ny? Liu c nn quy nh bt buc tt c xe mi phi c
tay li ny khng?
Cc nh qung co hay ni nhiu v s sng to v tng ln. Nhng ngay c khi qung co
cha ng mt tng ln (h thng li bn bnh c th l mt v d), th thng ip nh vy
li khng n uc vi khch hng tim nng v h khng mong i c th tm c nhng th
nh vy trong qung co.
c hiu qu, qung co khng cn sng to. N cn s ng tin cy.
4. QUNG CO V GII THNG
Ngy 22-11-1963, ti ba tic trao Gii thng cc Gim c Ngh thut hng nm, v ch tch
ca cu lc b ng ln bc v pht biu: Tng thng Kennedy va b m st. Nhng ti ngh
rng ng vn mun chng ta tip tc cng vic.

30

Nu bn mun tin thn trong lnh va qung co th khng c g quan trng hn gii thng.
iu ny khng ch ng cho mi c nhn m cho c hng qung co. Gii Oscar ca qung co
chnh l gii S t vng t chc ti Lin hoan Qung co Quc t c t chc hng nm ti
Cannes, Php. Nu ginh c gii thng S t vng ti Cannes bn s tr thnh cha sn
lm trong rng qung co.
Nu bn mun chim gii Cannes th ti c no l Gii Andy, Gii Addy, Clio, One Show,
Gii Cu lc b cc Gim c Ngh thut New York, Gii Kelly, Gii ca Advertising Age v hng
lot cc cuc tranh gii khu vc v ton quc khc. Khng c ngnh no a ra nhiu gii
thng nh ngnh qung co.
Cc hng qung co c mu mt th ho hc ch i bn bo co Gunn Report hng nm, s
dng h thng cho im rt rc ri chn ra ngi thng cuc qua 31 gii thng truyn hnh
v phim nh v 20 cuc thi in n. Tng cng c 17 nc c nu trong bn bo co. Nm 2001
gii thng ln c trao cho hng Leo Burnett, theo sau l BBD&O v DDB.
Nu bn l gio s i hc th quy lut tn ti l xut bn hay l cht. Cn nu bn l gim
c sng to trong ngnh qung co th quy lut l ginh gii thng hay l b xa s. (Mt
hng qung co hng trung bnh chi tin tham gia gii thng nhiu hn l cho nghin cu
c lp v khch hng.)
Sc p ginh git gii thng ln ti mc mt s hng to ra nhng mu qung co ch vi mc
ch tham gia cuc thi. Nhng mu qung co gi ny ang l au u cc nh t chc cc
cuc thi trn th gii. T Wall Street Journal gn y cho ng dng tt ln Mt o lut v
cnh tranh qung co chm dt nn qung co gi.
CHIN DCH B RIA SA
Trong nhiu nm qua khng c chin dch qung co no thu ht c s ch nhiu nh
chng trnh b ria sa Bn ung sa cha? do U ban Xc tin Ch bin Sa lng Quc
gia tin hnh.
Nhiu nhn vt ni ting nh Bill Clinton, Kelsey Grammer, Naomi Campbell, Joan Rivers, Vanna
White, Christie Brinkley, Lauren Bacall, Jennifer Aniston, Tony Bennett, Danny DeVito, hai ch
em Venus v Serena Williams, Patrick Ewing, Dennis Franz, v John Elway xut hin vi b ria
sa. Hu ht nhn vt danh ting u xut hin trong chin dch ny.
Nh mt th vn ha pop, chin dch b kch khng ngt. Ngi ta bt chc, ch
nho,v sao chp mi th trong cc chng trnh truyn hnh t Leno n Letterman, t kch
vui trn truyn hnh n cc b phim, t thip mng n o thun. Tp on xut bn Ballantine
thm ch cn cho xut bn cun sch v ti ny, cun The Milk Mustache Book (Cun sch

31

ni v b ria sa) ca tc gi Jay Schulberg vi ta ph Mt ci nhn hu trng v mt chin

dch qung co c a thch nht nc M.
Nu nh chin dch b ria sa l chin dch qung co c a thch nht ca nc M th ti
sao sa li khng phi l thc ung c yu thch nht nc M? Lng tiu th sa tnh theo
u ngi tip tc gim xung, t n im thp nht cha tng c vo nm ngoi.
Lee Weinblatt, ngi ng u mt cng ty nghin cu qung co, cho bit trong khi mi
ngi say sa v chin dch qung co b ria sa, doanh s bn sa vn c tip tc gim i.
Weinblatt gii thch, Nguyn do chnh khin cc c gi khng ung sa l v h s bo ph.
Trong khi khng c qung co no ni v vn ny.
T DUY CA KHCH HNG
Khch hng ngh g v nhng cuc thi ginh gii thng in r m cc ng trm qung co
ang theo ui? H c hai cch suy ngh.
i ng qun l cp trung gian cc cng ty t ra rt thch th vi cc cuc thi ny. Thy khng,
ngi ta nh gi qung co ca chng ta rt tuyt. V h em ra khoea cc cp vng v k
nim chng mt cch c ch khng km g hng qung co i tc ca h. H cng nhn thy
gii thng qung co rt c ch trong vic gip h thng tin trong s nghip, ngay ti cng ty
h ang lm vic hay bn ngoi.
Cn i ng qun l cp cao th hnh nh chng cn nh g n cc gii thng. Chng ti cha
tng nghe v tng gim c no khoe, Qung co ca chng ti ginh c gii thng nm
ngoi. Hoc h khng ngh gii thng l quan trng hoc h khng nhn thy c mi lin
h no gia ginh c gii thng qung co v tng doanh s bn, mt mi lin h m chng
ti cng khng thy c.
iu m chng ti nhn thy trong suy ngh ca cc nh qun l cp cao trong cng ty l nhn
thc ngy cng r v vic qung co mt i chc nng thng tin lin lc ca n v tr thnh
mt dng ngh thut. Khng mt gim c cng ty no mun b thin h ch l k khng thch
ngh thut, do vy m h chi ng cc hot ng qung co cng nh h chu ng cc bn
bo co hng nm tn tin, cc tc phm ngh thut t gi treo trong phng hp, b trang tr
chuyn ng Calder t trc sn c.
Qung co c th khng li lc g lm, nhng cng khng gy hi g.
Mt s ngi cn ngh rng kin trc cng ang ngng ca mt i vai tr chc nng v tr
thnh mt dng ngh thut. Th xem Vin bo tng Guggenheim mi Bilbao, Ty Ban Nha.
Thay v tun theo quy tc ca Mies van der Rohe (hnh dng tun theo chc nng) th nhiu kin
trc s ngy nay ang i theo Frank O.Gehry (hnh dng bt k min l sng to v gy ch .)
32

Bt k nhn vo u, bn u thy c mt khun mu. Chc nng ca hm nay s l ngh thut

ca ngy mai. Nhng vt bn nhn thy ti vin bo tng c th c dng v mt mc
ch chc nng no trong qu kh, nhng n cht v tr thnh ngh thut. Chic xe
Mereer Raceabout nm 1911 l mt vt trng by tuyt diu ngm nhn ti mt vin bo
tng xe -t, nhng n l mt phng tin vn chuyn qu ti.
Mt s nh qun l cng ty t ra t ho i vi sn phm qung co nh i vi cc b su tp
ngh thut ca cng ty mnh. H rt khoi ch khi c ngi khc nhc n chng trnh
qung co trn truyn hnh mi nht ca h. H cn khoi ch hn khi cc khu hiu qung co
ca h c truyn ming ti cc chng trnh kch vui v cuc biu din m khuya trn cc
knh truyn hnh.
Hng qung co DDB tuyn b, Con ng nhanh nht lm cho thng hiu ni ting l
lm cho qung co ca n ni ting. Mt th gii m trong ngi ta ngm nga cc bi v
qung co v nhai i nhai li cc cu khu hiu ca bn, s cm thy thoi mi hn khi th mua
sn phm ca bn.
(Bn hy y c s chuyn trng tm ch t nhn mnh sn phm sang nhn mnh
qung co. Chng ti ngh ng l ra h phi lm cho sn phm ng ch , ch khng phi
qung co ng ch )
CHIN DCH CI G VY? CA BUDWEISER
Khng mt cu khu hiu qung co no tr nn ni ting nhanh bng cu Ci g vy?
(Whassup?) ca hng Budweiser. Chin dch Ci g vy? ginh c nhiu gii thng hn
bt c chng trnh qung co no khc trong lch s, gm c Gii Grand Prix cho truyn hnh
v Cinema ti Cannes.
Tp ch Advertising Age a tin v s tng bng h hi n ra nh th no khi gii thng
Cannes c cng b nh sau: Cc on phim qung co bia Budweiser ca Cng ty AnheuserBusch do hng DDB Wordwide, Chicago thc hin c nhng ngi tham d i hi lin hoan
rt ngng m n ni trong khi chiu phim th cc c ta vn cn la ht khu hiu qung co
sau khi chiu qua cc on phim qung co sn phm khc?
Mt thnh vin ban gim kho chng trnh truyn hnh pht biu, Tht l mi m v l th,
mi ngi b n li cun. Ch mt khong nm pht ban gim kho ra quyt nh v gn
100% nht tr.
Nm sau, Budweiser li ginh c gii S t ng ti Cannes cho chng trnh qung co Bn
ang lm g ?, nhi li chng trnh Ci g vy? Th r August Bush IV, ph ch tch tip th
ca cng ty Anheuser-Busch c trao tng danh hiu Nh qung co xut sc trong nm cho
chng trnh qung co bia Budweiser rt xut sc v cht lng caotrong nhiu nm qua.
33

Khoan , th chin dch qung co Ci g vy? hoc Bn ang lm g ? c gip bn c

bia Budweiser? Trn thc t, lng tiu th bia Budweiser M ( ng trong thng) gim
xung hng nm trong mt thp k qua, t 50 triu thng trong nm 1990 xung cn cha ti
35 triu thng trong nm 2000. Ci g vy, Budweiser?
iu xy ra chnh l Bud Light. Trong mt thp k qua, mi nm Bud Light tng doanh s, t
12 triu thng trong nm 1990 ln 32 triu thng trong nm 2000. V trong tng lai khng
lu, Bud Light chc chc s vt qua Budweiser v doanh s.
Ti sao khng trao gii Grand Prix cho qung co ca bia Bud Light? V xt cho cng, l
thng hiu v ang tng doanh s bn ca n. Ch khng phi tng cho qung co ca
Budweiser, v thng hiu ny gim doanh s bn.
Bn c th khng hiu tm l ca cng ng nhng ngi sng to. Qung co l ngh thut.
N khng c lin quan g n doanh s bn. Bn lm nhim qu trnh sng to bng cch
a kha cnh thng mi vo.
Tr mt trng hp ngoi l, tt c cc gii thng qung co ln u khng xt n yu t
no khc tr bn thn qung co. Khng xt mc tiu ca qung co, khng xt kh nng lm
thay i v nhn thc ca khch hng, khng xt kt qu kinh doanh, khng g c, ngoi tr tc
ng ca bn thn qung co n ban gim kho.
(Trng hp ngoi l l Gii thng Effie, do Chi nhnh ca Hip hi Tip th M ti New York
t chc. Nh bn c th d on, cc nh sng to t khoe khoang v gii thng Effie, vit tt
t Effectiveness (Tnh hiu qu).)
C th Anheuser-Busch h tr Bud Light bng nhiu ng -la qung co hn l cho thng
hiu chnh Budweiser. Nhng thc t ngc li. Trong nm nm qua cng ty chi cho qung
co Budweiser nhiu hn 50% so vi qung co cho Bud Light.
GI TR DOANH S I CHI VI GI TR LI NI.
Vy vai tr v chc nng ca qung co l g? Bn t khi nghe thy cc nh qung co nhc n
cc t nh mc tiu th hng ha hay doanh s bn hng khi nghe h ni chuyn. Theo gim
c sng to ca hng qung co DDB th chc nng thc s ca qung co l to ra gi tr ca
li ni.
tng l a ra mu qung co m ngi ta mang n tn s lm bn lun hay dng
khu hiu qung co lm cu nhn trong cc ba tic. V th l, vi cht t may mn, cc cu
trong khu hiu qung co tr thnh khu ng.
Gi tr li ni, mt cm t do DDB sng tc, cn c gi l Nhn t Letterman Leno. Mi khi
xy dng mt qung co, ngi vit qung co hay gim c ngh thut c yu cu phi
34

xem xt liu cu qung co a ra c th lt vo danh sch Top Ten ca David Letterman hay c
c s dng trong cc chng trnh c thoi ca Jay Leno hay khng.
CHIN DCH C LM I CA NIKE.
Ngoi chng trnh qung co ca Budweiser ra, khng mt qung co no c gi tr li ni hn
qung co ca hng Nike. Cm t C lm i (Just do it) tr thnh mt khu ng ca tng
lp thiu nin. Nh cc qung co trn truyn hnh ca Nike tr nn rt ph bin.
Gn y h cn lm chng trnh vi s tham gia ca Vince Carter, Rasheed Wallace, Jason
Williams, v cc ngi sao bng r nh ngh NBA khc, tng bng v nhy theo cc iu rung
ng mnh. Cc chng trnh ny c gi l hoop-hop, trng ging nh mt chng trnh
nhc video hn l chng trnh qung co trn truyn hnh.
Thc ra, hng Nike a c mt chng trnh qung co di hai pht ln knh truyn hnh
ca nhc MTV. Vy tnh hnh kinh doanh ca bn thn hng Nike ra sao?
Khng c sun s cho lm. Bn nm trc, Nike chim 47% th trng giy th thao. Ngy
nay th phn ca n gim xung cn 37%. C phiu ca Nike gim t 75 -la mt c phiu
trong nm 1997 xung cn 56 -la hin nay. Hnh nh khu hiu C lm i c em p
dng vo mi th, tr vic mua giy Nike.
Vy ai ang ui gn Nike? Mt trong s l Reebok. V h lm c. H thu Allen
Iverson, mt ngi sao tr bng r nh ngh NBA ang ln qung co cho Reebok.
Trng hp khc l Skechers, mt thng hiu Phn-Nike vi cc chng trnh qung co c
ca s ngi sao Britney Spears tham gia v c nhiu gii tr a thch do tnh thi thng ca
n.
CHIN DCH CH TH ENERGIZER
Mt chin dch qung co khc to c nhiu gi tr li ni l chng trnh Ch th
Energizer. Ch th (Bunny) qua c cuc thi nh c a vo chng trnh ca
Letterman v Leno nhiu ln. Nhng cuc thi m Bunny khng vt qua c chnh l doanh
s. Hin nay th phn Energizer chim 29% th trng M, trong khi Duracell chim ti 38%.
iu k l l trong khi rt nhiu ngi bit n Bunny nhng khng phi ai cng bit n
Energizer. Mt s ngi li ngh l ch th Duracell. Mt th sinh tham d cuc thi vui
tut mt gii thng tr gi 100.000 -la do s nhm ln ny. Trong khi chin dch qung
co thnh cng ln, thng hiu li khng c nh vy.
Mt trong nhng vn ca chin dch qung co con th l Energizer ch l thng hiu xp
th hai, trong khi cc khu hiu qung co chung cho c mt chng loi li thng c gn
vi thng hiu xp th nht.
35

C lm i gn vi Nike, thng hiu ng u cc loi giy th thao. Ci g vy? gn vi

Budweiser, thng hiu ng u cc loi bia. Do vy ngi ta thng gn Bunny vi Duracell.
CU C M KHNG C LI CU
Tuy nhin, c ba khu hiu qung co ni trn u c chung mt sai lm cht ngi. l cu
c m khng c li cu. Khch hng tim nng bt phi mi, nhng chng bao gi mc vo
li cu ca thng hiu.
Ci g vy? Chng c g c, ti ch kht nc thi. C l ti s ngh gii lao kim mt
chai Heineken.
C lm i. Bn bit bn mun c i giy Iverson Reeboks lu nay ri. Hy i kim
mua ngay mt i.
Bunny cht. Chng ta cn thm pin. Hy mua mt hp Durcell.
Lch s qung co y ry nhng chin dch qung co ch em li s khng cho thng hiu.
Ngi ta ch a nh bng ci mi cu ch m khng h bn tm a thm vo ci li cu c
th thc y c khch hng.
Chin dch Yo quiero Taco Bell v con ch Chihuahua. (Doanh s st gim v hp
ng qung co b ct.)
Chin dch Nhp p tri tim ca nc M cho hng Chevrolet. (Chevrolet mt v
tr dn u v tay Ford.)
Chin dch C nhng th ng tin khng mua c. Nhng tt c cc th khc u
c MasterCard. (MasterCard lin tc tt hu so vi VisaCard.)
Nhng khu hiu trn v hng trm khu hiu qung co khc l nhng li ng mt m tai.
Ngi ta c th ghi nh chng, thm ch lin h chng vi tn thng hiu, nhng chng khng
thc y c cng chng mua hng thng hiu . Chng khc g i cu c m khng c li
cu.
CHIN DCH CA ALKA-SELTZAER
Nhiu nm qua khng qung co no c ngi ta hoan h n nhn bng cc chng trnh
qung co ca Alka-Seltzer. Mt c v mi ci chun b mn s kho cho chng. Mt ci d
dy bit ni ni gin vi ngi ch ca n v n phi mn pizza cay. Mt ging ni kh khn
ca mt din vin kch truyn hnh vang ln, i m i, y l mn tht bm trn gia v.Cn
ngi ch phm n th rn r, Ti khng th tin ni l mnh n tt c nhng th ny.
Tp ch Advertising Age chn Alka-Seltzer l chng trnh qung co tt nht xp th 13 ca
mi thi i.
36

Tit mc i m i ca chng trnh qung co Alka-Seltzer c bu chn l chng trnh

qung co bun ci nht ca mi thi i theo cuc thm d d lun do cc knh thuc mng
li MTV tin hnh.
Vy th ngy nay Alka-Seltzer ra sao? Dt khot l ang cn c iu tr thuc thang. Tp ch
Forbes nhn nh, Mc d c vi chng trnh ln nht trong lch s qung co, nhng hin
nay Alka-Seltzer ang m yu.
5. QUNG CO V NHN THC
Ngi ta tin, nh tin vo tn iu, rng mt trong nhng mc ch c bn ca mt chng trnh
qung co l lm tng nhn thc ca khch hng i vi thng hiu. V cn c cch no tt
hn tng nhn thc ca khch hng bng cch tung ra chin dch qung co thu ht c s
ch ca d lun.
c c s ch phi mt tin hnh nh tr thnh phng chm ca gii lm qung
co. Th nhng s ch m khng c ng c th y ch l mt phm cht v ch m thi. Khi
nhn mt chic xe Volvo th nghim m vo bc tng thp th cuc va chm khng nhng
lm bn ch , m cn cng c thm uy tn ca xe Volvo v tnh nng bn vng ca n trong
tm tr bn. Nhng khi mt qung co ch gy c s ch m khng gy c ng c thc
y th chng lm c g c.
Gii qung co lun tm mi cch thu ht s ch ca bn. Nissan dng nhng con bp b.
IBM nh n c ngi v gia c. Hng Pets.com dng nn con ri bt tt. Taco Bell dng ch
Chihuahua. Embassy Suites dng con mo Garfield. Outpost.com dng c chut nhy trong tr
chi bn sng thn cng. Xerox o c Leonardo da Vinci ln qung co cho dy chuyn my
photocopy ca mnh.
Nu y ch l nhng v d ring l ca cc qung co thi qu th l mt nh. Nhng y khng
phi nh vy. Mi ti trn cc knh truyn hnh, bn u c th nhn thy nhan nhn cc
chng trnh qung co lon x. (Chng trnh qung co c th cn tt hn cc chng trnh
biu din khc, nhng n c gip bn bn c hng khng?)
Chng ta hy xem xt k hn vn v s nhn thc v vai tr ca vic gy s ch .
VT QUA PH THNG HIU (BRAND SPECTRUM)
Chng ta hy nhn vo ph thng hiu: mt u l cc thng hiu t ngi bit n v u
kia l cc thng hiu m mi ngi u bit. S nhn bit thng hiu hnh nh tun theo
ng cong hnh chung ln ngc. Hu ht cc thng hiu c phn b hai u ca ph
thng hiu. im gia l t nht.

37

Mi ngi u quen thuc vi thng hiu Taco Bell. Nhng hu nh chng ai bit n
Outpost.com. Tng t nh vi tn nc. Hnh nh ai cng bit n Afganistan, nhng t ngi
bit n Turkmenistan. Bn hy th hnh dung tn mt nc, hay mt thng hiu m c t l
nhn bit l 50%. iu khng d dng cht no.
Cc hng qung co thng l gii cc chin dch gy s ch l dnh cho thng hiu t c
nhn bit. Chin lc y hnh nh l chng ta cn lm cho khch hng tim nng bit chng
ta l ai trc khi chng ta c th bt u thng tin cho h bit li ch khi h mua bn vi chng
ta.
Nhng nu bn cha h bit g v cng ty th lm sao bn c th ch n thng ip do cng
ty a ra? Bn c th nh hnh nh con chut nhy, nhng s chng nh g n thng hiu
Outpost. (Nu bn gp Tng thng George Bush ti mt ba tic chiu i, chc bn s ghi nh
s kin sut i. Nhng nu bn gp mt George Burke no ti cng ba tic chiu i
, chc bn s chng qun thi.)
Xem truyn hnh cng tng t vy. Bn s ch nh thng hiu m bn quen thuc v s
chng nh thng hiu l. Bn thm ch chng c nh tn thng hiu m bn cha bit.
iu tht l ng bun. Gim c ca mt hng qung co ni ting th gii c ln n v
nhng hng non tr ca chng ti nh sau, H s chng lm nn tr trng g nu ti cha bao
gi nghe ti h. Nh vy hoc l bn ni ting hoc l k v danh; hnh nh khng c v tr
gia.
Vy lm sao bn c th chuyn t cc ny sang cc kia trong ph thng hiu? vt qua
ph thng hiu, qung co l con ng qu kh khn. Bi v qung co c hai im yu. Th
nht, bn thn qung co khng c ngi ta tin cy. Th hai, mt thng hiu m t ai bit
n cng chng c ai tin cy c: S chng lm nn tr trng g nu thng hiu ti cha
bao gi nghe thy.
PR c th gii quyt c c hai vn . Mt thng ip nu c pht ra t mt ngui
c coi l khch quan s ng tin cy hn. Hn na, bn thng mong i phng tin
truyn thng i chng s cho bn bit ci m bn cha bit n bao gi. chnh l nhim v
ca gii truyn thng.
Bng cch no lm cho Turkmenistan ni ting? Chc chn khng th dng qung co c
ri.
(Thnh thong cng c trng hp mt thng hiu v danh c th c kh nhiu ngi bit
n nh qung co. Chng hn chin dch qung co con vt ca AFLAC. Th nhng AFLAC c
thu c li ch g t qung co li l chuyn khc. Ngi ta bit n chng trnh qung
co con vt, nhng chng bit AFLAC lm ci g hoc tn vit tt ca n c ngha g.)
38

Gi s rng thng hiu ca bn cc bn kia ca ph thng hiu. Ai cng nghe ni v

thng hiu ca bn. Th th chng trnh qung co gy s ch s c gi tr g i vi
thng hiu m mi ngi bit? N s khng l tng mc nhn bit i vi thng hiu,
khi n t 90% hoc 95% th c l khng cn tng na.
Nhiu qung co cho thng hiu cc cao ca ph thng hiu nhm gy s ch m khng
mang theo thng ip no c. Chng hn chng trnh qung co theo phong cch t do
hoc hoop- hop ca hng Nike. Mc ch qung co ny l g? Chng khng phi tng thm
mc nhn bit thng hiu v Nike ni ting sn ri.
DU HIU PHN BIT TNH SNH TO
Ch gy s ch v khng a ra thng ip, l du hiu phn bit qung co sng to.
Khi bn loi b mi chi tit lm gim gi tr gii tr ca mt chng trnh qung co, bn s to
ra mt tc phm ngh thut qung co thun ty. l nhng qung co ginh c cc
gii thng.
V ng u mt hng qung co sng to nht th gii c ln tn dng mt chng trnh
qung co trn truyn hnh do hng ca ng ta thc hin cho cc siu th Bayless. Chng trnh
qung co c hai cnh.
Cnh mt, gii thiu v cun giy v sinh: Tha Qu b, Qu ng, v giy v sinh. Ngay lc ny,
v ch trong thi gian c hn, qu v c th tm mua giy v sinh ang bn ti siu th Bayless.
V
Cnh hai, cun giy v sinh nh trn vi mt ng bng giy carton t bn cnh: Bn trong
mi cun giy v sinh, qu v s nhn c mt ng carton min ph! (Tn bng hiu) Bayless
mi.
Chng trnh qung co ny, ot gii S t bc ti Cannes, mt ln na chng minh rng
nhng tng ln khng ph thuc vo chi ph sn xut ln hay b, dn li v ng u hng
qung co sng to nht th gii.
Mu qung co ny c th l ng nghnh, nhng chng c tc dng g vi ngi tiu dng. Liu
bn c th hnh dung c ai su khi xem qung co ny trn truyn hnh s tht ln, Chng ta
n ngay siu th Bayless i. ang bn h gi giy v sinh? Chng ti th khng th tng
tng ni.
(y l chng trnh m chc ch c Andy Warhol (gii thng) thch m thi.)
Bn khng th bnh vc cho chng trnh qung co cun giy v sinh vi lp lun rng n s
lm cho siu th a ra mu qung co ni ting. Bayless l siu th ni ting lu nay
ti Arizona, ni t cc ca hng ca n.
39

U L NGUYN NHN? U L KT QU?

Cc nh lm qung co thng bnh vc qung co ch gy s ch dc trn lp lun cho rng
n lm cho sn phm tr nn ni ting. Th nhng thc t th ngc li.
Con ch Chihuahua khng lm cho Taco Bell ni ting. Chnh Taco Bell lm cho con Chihuahua
ni ting. Th Bunny khng lm cho Energizer ni ting, m chnh Energizer lm cho n ni
ting. Chng trnh Doughboy (ngi a bnh) c Pillsbury khng lm cho Pillsbury ni ting,
chnh Pillsbury lm cho Doughboy ni ting. Con ri bt tt khng lm cho Pets.com ni ting,
m chnh tin ca Pets.com lm cho con ri ni ting. Bp b Baby Bob khng lm cho
FreeInternet.com ni ting. Chnh tin ca FreeInternet.com lm cho Baby Bob ni ting.
Vy u l nguyn nhn v u l kt qu? Cc biu tng qung co t khi lm cho thng
hiu tr nn ni ting. M ngc li, chnh thng hiu ni ting lm cho cc biu tng tr
nn ni ting.
i vi cc thng hiu nm v tr gia vi mc nh (ngi a bnh) c Pillsbury khng
lm cho Pillsbury ni ting, chnh Pillsbury lm cho Doughboy ni ting. Con ri bt tt khng
lm cho Pets.com ni ting, m chnh tin ca Pets.com lm cho con ri ni ting. Bp b
Baby Bob khng lm cho FreeInternet.com ni ting. Chnh tin ca FreeInternet.com lm cho
Baby Bob ni ting.
Vy u l nguyn nhn v u l kt qu? Cc biu tng qung co t khi lm cho thng
hiu tr nn ni ting. M ngc li, chnh thng hiu ni ting lm cho cc biu tng tr
nn ni ting.
i vi cc thng hiu nm v tr gia vi mc nhn bit ca khch hng khong 50% th
sao? Liu qung co c th y cc thng hiu ln mc 90% c khng?
Cu tr li l c th. Nhng nn nh rng trong thc t, cc thng hiu nm v tr trung bnh
c th i theo mt trong hai hng. Hoc chng ang trn chuyn ln v tr cao trong ph
thng hiu, hoc chng trn ng tt xung di. Khi ang chuyn ln v tr cao hn,
thng hiu khng cn n qung co, v khi thng hiu ang i xung th qung co cng
chng cu vn c.
Thc t c rt t nhn vt ni ting mt na, cng nh thng hiu ni ting mt na. Hoc l
ni ting hoc l khng.
6. QUNG CO V DOANH S
C mt thi ngi ta gi n l Li nguyn ca Clio. l gii thng m h c hng qung co
no nhn c gii ny nh qung co cho mt khch hng no , th y nh rng, hng qung
co s mt khch hng ny vo nm sau.
40

Qung co c trao gii thng hnh nh chng bao gi lm tng doanh s m khch hng
ca hng qung co mong i.
Cu chuyn v Joe Isuzu
Bt chp s rm beng m m cc chin dch qung co ni ting to ra, c rt t chin dch nh
vy em li kt qu lm tng doanh s cho thng hiu tng xng vi mc rm beng ca
n. Ai c th qun c Joe Isuzu, ngi i l bn xe, chuyn ni di, t nhng nm 1980?
Chin dch qung co Joe Isuzu do din vin David Leisure th vai c pht sng vo thng 71986. Mt nm sau, s lng xe Isuzu bn c tng ln rt t, ch c 1,7%. T n lao xung
dc.
Nm 1988, s lng xe Isuzu bn ra gim i 38%. Nm 1989, gim 34% so vi nm trc. Nm
1990, gim 64% so vi nm trc.
Nm 1991, cng ty con Isuzu ti M, American Isuzu Motors sa thi i l qung co, tc gi
ca chin dch qung co Joe Isuzu. Nm 1992, Isuzu tuyn b s chm dt sn xut xe ch
khch.
Cu chuyn l vy. Chin dch qung co thnh cng nhng bnh nhn li cht.
Nhiu nh qung co bo cha cho s thiu thnh cng ca Isuzu bng cch cao s ni ting
ca chin dch. Mc d Joe Isuzu ch l ngi i l bn xe, c th s ni ting ca anh ta gip
cho vic bn c nhng chic xe ti Isuzu. Nhng hy nhn vo cc con s. Nm m Joe Isuzu
c a ln sn khu cng l lc Isuzu ang c ma bn cc loi xe (c xe du lch ln xe
ti) trn nc M, vi tng s xe bn c l 127.630 chic trong nm 1986.
Chng bao gi Isuzu c th bn c nhiu xe nh vy trn nc M na. S lng bn hin
nay l di 100.000 chic mt nm. Vy bn th on xem American Isuzu Motors s lm g
khc phc tnh hnh ny. Bn on ng. H ang a Joe Isuzu tr li.
Bruce Horovitz vit trn t Chicago Sun-Times, Vi doanh st st gim v hnh nh m
nht, American Isuzu Motors ang quay tr li vi mt trong nhng thn tng qung co ni
ting nht.
Vi k lc c ca Joe Isuzu, ti sao cng ty phi thu li anh ta? Tht v l, nhng iu ny cho
thy t duy qung co truyn thng thng tr gii lm qung co n mc no.
Mc tiu ca qung co truyn thng khng phi lm cho sn phm ni ting m lm cho
qung co ni ting. Thay v to ra gi tr doanh s, qung co truyn thng tm cch to ra gi
tr li ni.

41

Chng trnh Joe Isuzu tht l th v, nhng trong cuc sng thc ai s i mua xe t g bn
hng chuyn ni di? Ti sao bn phi mua xe ca cng ty c ngi i l bn xe chuyn ni di
trn truyn hnh? ng lc thc y khch hng u? Ton l mi nh nhng khng c li
cu.
Lp lun v sn phm ng hng (Parity Product)
Mt l do khc a Joe Isuzu ln truyn hnh l lp lun v sn phm ng hng. Theo li
t duy ny, i vi cc loi sn phm c thm nin nh l bia, -t v giy th thao th tt c
cc thng hiu ca chng l nh nhau. l nhng sn phm hoc hng ha ng hng. Theo
truyn thng, qung co cc sn phm ng hng khng nhm mc ch thng tin c ci g
ni? m l gii tr.
Li t duy ny thm vo u i ng sng to cp cao ca nhiu hng qung co. Cc nh
sng to nhanh chng nhn thy cc sn phm ng hng hu ht cc chng loi sn phm
m h gp phi. y l l do na cc qung co nhm vo mc ch gii tr tip tc ra i bi
nhng ngi m l ra l nh lm phim th ng hn l nh qung co.
C mt l hng trong li t duy sn phm ng hng. Trong khi nhiu sn phm c th kh
ging nhau, c rt t nhn thc chung v sn phm ng hng.
Bia Bud Light v bia Miller Lite c th l cc sn phm ng hng trong mt ci chai, nhng chc
chn khng phi sn phm ng hng trong tm tr khch hng. Bud Light l loi bia cng
nhau ca gii tr. Trong khi Miller Lite l loi bia tng cho gii ln tui.
Tip th khng x l vn ca sn phm m x l vn nhn thc. thc hin mt qung
co hoc mt chng trnh quan h cng chng thnh cng, bn phi sng to ra nhiu th
hn l gii tr li ni. Bn phi x l nhng nhn thc kh chu trong lng khch hng.
Thng tin i chng hay PR l con ng c hiu qu hn qung co x l cc vn nhn
thc .
C ngi cho rng s tht bi ca qung co l tng kiu ngo cho rng d tip th c vn
g i na th li gii lun l qung co thm na.
C mt cu chuyn ni v mt cng ty gp nhiu vn rc ri. No l phng tin sn xut lc
hu, no l gi thnh sn phm qu cao, v khch hng chuyn sang mua sn phm ca i th
cnh tranh. Gim c cng ty ny hi gim c hng qung co ca mnh, Chng ta phi lm g
by gi?
Gim c qung co tr li, Ti xin ngh mng li truyn hnh.
Nu nh trong hm dng c ca bn ch c ci ba th mi vn u trng ging ci inh. Nu
nh bn ang iu hnh mt cng ty qung co th ci nhn ca bn cng ging nh vy thi.
42

Nu nh cht lng (phi c l s sng to) khng gii quyt c vn trong qung co th
c th s lng s gii quyt c. C th bng cch tng s lng qung co cng ty s thnh
cng. Chng ta hy xem mt s qung co ln nht gn y h lm n nh th no.
Cu chuyn ca Chevrolet
Trong nhiu nm, Chevrolet l thng hiu c qung co nhiu nht nc M. Nm ngoi,
General Mortors b ra 819.200.000 -la qung co cho nhn hiu Chevrolet ca n, 67%
s tin l chi cho qung co trn truyn hnh.
General Motors thu c g t s tin 819 triu -la chi cho qung co? C phi Chevrolet l
nhn hiu xe -t bn c nhiu nht? Khng phi. Thc ra, l xe Ford. C phi Chevrolet
l nhn hiu xe ti bn c nhiu nht? Khng phi. Thc ra, l xe Ford.
Chi ph m General Motors chi qung co cho nhn hiu xe Chevrolet ca n ln hn 39%
so vi chi ph qung co xe Ford ca Ford Motor Company. Tuy vy xe Ford li bn c nhiu
hn xe Chevrolet 33%.
No, bn c th ngh rng cc v bn Chevrolet s chng b ra nhiu tin nh th nu nh
chng trnhh qung co khng c hiu qu. (V chnh ph ca chng ta cng chng chi n
20 t -la mt nm tr cp cho nng tri nu chng trnh khng c hiu qu.)
y khng phi l hin tng ch xy ra trong mt nm. Lin tip trong nm nm qua, Chevrolet
lun qung co nhiu hn nhng li bn c t hn Ford.
Nm nm v trc, Ford bn nhiu hn 28% so vi Chevrolet. Th ri chin dch qung co ca
Chevrolet bng n. Trong vng nm nm, Chevrolet chi n 3,4 t -la cho qung co so vi
2,9 t -la ca Ford.
Khng phi c qung co nhiu hn i th l s bn c nhiu hng hn i th . Ngy
nay Ford gia tng khong cch, dn trc Chevrolet t 28% ln 33%.
Nu so snh qung co tnh theo u xe cn thy r hn. Hin nay Chevrolet chi 314 -la
qung co cho mt chic xe bn c so vi 170 -la ca Ford.
No by gi bn s lm g nu gi s bn l ngi ph trch b phn Chevrolet ca hng
General Motors? Tng hay gim chi ph qung co.
Cu chuyn ca AT&T?
AT&T l thng hiu m chi ph qung co dnh cho n ln th hai nm ngoi. Thng hiu
AT&T c nng bng s tin 711 triu -la chi cho qung co. Vy AT&T hin lm n ra
sao? Khng tt cht no.

43

Hng thng tin lin lc AT&T ang lao ao, tm cch bn li b phn kinh doanh in thoi cho
cng ty n em ca n l Baby Bell, v c k hoch sp nhp dch v truyn cp vi Comcast.
Theo t New York Times, i vi AT&T, n lc bn li b phn kinh doanh in thoi, bao gm
cng ty c khch hng in thoi ng xa ln nht, l mt du hiu na cho thy mt chin
lc kinh doanh m mm v mt cuc chin ko di v gi cc in thoi ng di lm
cho cng ty ch cn l mt ci v tn t so vi trc y.
C l, v ch c l thi, AT&T cng c mt chin lc qung co m mm.
Cu chuyn ca General Motors
Hy tm gc cc thng hiu ring l nh AT&T v Chevrolet, v chuyn sang xem xt thng
hiu chung General Motors (GM) mt cch tng th. Nm 1994, Ronald Zarrella t cng ty
Bausch & Lomb gia nhp GM vi chc v gim c tip th. S mng ca ng ta: em cc
nguyn tc qun tr thng hiu p dng vo cng ty ln nht th gii ny.
Theo t USA Today, v gim c tip th mi ca General Motors mun p tan tnh nim tin c
l ca ngnh cng nghip -t cho rng sn phm l vua. Ron Zarrella cho rng tng lai ca
GM ph thuc vo cch tip th tt cng nh c sn phm tt. Trong ngnh cng nghip ny
ngi ta tin rng sn phm l tt c - khng phi nh vy.
Trung thnh vi gc qun tr thng hiu ca mnh, mt trong nhng iu u tin m ng
Zarrella lm l m my np nhin liu cho qung co.
Nm 1995, General Motors l nh qung co ng th ba trn ton nc M, tiu tn
2,1 t -la.
Nm 1996, General Motors l nh qung co ng th hai trn ton nc M, tiu
tn 2,4 t -la.
Nm 1997, General Motors l nh qung co ng th mt ca nc M, tiu tn 3,1
t -la.
Nm 1998, 1999 v 2000, General Motors li vn l nh qung co ln nht nc M,
tiu tn ln lt qua cc nm l 3 t -la; 4,1 t -la v 3 t -la.
Vy th General Motors thu c g t s tin qung co ?
Nm 1995, th phn ca General Motors st gim t 34% xung cn 33,9%.
Nm 1996, th phn ca General Motors st gim cn 32,3%.
Nm 1997, th phn ca General Motors st gim cn 32,1%.
Nm 1998, th phn ca General Motors st gim cn 30%.
44

 Nm 1999, th phn ca General Motors st gim cn 29,6%.

Nm 2000, th phn ca General Motors st gim cn 28,1%.
n khi Ron Zarrella ri GM vo nm 2001 tr li cng ty Bausch & Lomb th t duy ca ng
ta cng thc hin xong hnh trnh vng trn khp kn. ng tuyn b, Sn phm ng l tt c
trong ngnh kinh doanh ny.
iu tht l l. Qung co khng phi l tt c v sn phm cng khng phi l tt c, nhng
c mt th l tt c. V hnh nh hu ht cc nh qun l u st n.
Chnh nhn thc ca khch hng mi l tt c. Vn duy nht l ch to ra mt nhn thc
thun li trong tm tr khch hng. Trong khi thnh tch ca qung co v mt ny li qu t.
Wal-mart v Kmart
iu thng thy trong thc t l cng ty no dnh ngn sch ln cho qung co th cng ty
ang gp phi vn ln. Gia Wal-Mart v Kmart cng ty no chi nhiu tin hn cho qung
co?
Bn c tin khng, chnh l Kmart? Nm ngoi Kmart tiu cho qung co ti M 542 triu la, cn Wal-mart tiu 498 triu -la.
Tuy nhin nu bn so snh v doanh thu th cu chuyn li khc hn. Nm ngoi Kmart c
doanh thu trong nc l 37 t -la so vi doanh thu ca Wal-Mart t 159 t -la, ngha l
hn gp bn ln.
Gi y khi Kmart ph sn, bn s lm g o ngc tnh th? Tng thm chi ph qung co
?
iu cn l th hn l cu chuyn v s chng li qung co trong ni b cng ty Wal-Mart.
Mt trong nhng c s hot ng ca Wal-Mart l Sams Club, mt b phn ca cng ty m
hu nh khng c qung co. Trong khi mt ca hng trung bnh Wal-Mart t c doanh s
46 triu -la mt nm, th mt ca hng trung bnh ca Sams Club t 56 triu -la mt
nm.
Tht kh c th ni tt cho qung co c khi m hu nh cng ty no tiu tn nhiu cho
qung co th cng ty c vn , trong khi cng ty tiu tn t cho qung co li khng phi
nh vy.
Chi ph cho qung co cng ging nh chi ph cho cc vn php l. C hai u l ch s tiu
cc. Mt cng ty vi chi ph php l ln khng nht thit l cng ty ang i ln.

45

Target
Mt h thng ca hng bn h gi khc, cng l nh qung co ln, l Target. Tuy nhin
khc vi Kmart, Target c li th hn nh vai tr ca thng tin i chng. Oprah Winfrey gi
tn cc ca hng ny bng cch nhi ting Php l Tarzhay. Nh doanh s ca cc ca
hng ny tng vt, thu c nhiu li nhun.
duy tr li th v thng tin i chng, Target thu kin trc s Michael Graves thit k
cc b su tp dng trong nh v trang tr ni tht. Cng ty cng mua nh thit k thi
trang Mossimo v gi ng ny thit k cc trang phc. Target cn tp hp c mt s
thng hiu t gi, nh l dng c bp Calphalon.
Ngi tiu dng coi ca hng ny l hp thi trang v bn gi r. iu g lm cho Target
thnh cng, qung co hay l PR (v li truyn ming) vn l mt cu hi ng. kin ca
chng ti th l PR.
(Cng nh nhiu chng trnh tip th hin nay, y khng c s gn kt gia qung co v
nhn thc ca khch hng. Qung co ca Target tp trung vo cc biu tng nhn thy, s
dng loi logo target, trong khi i tng qung co ca Target, l khch hng, li quan
tm v li i rng ri trong ca hng, cch trng by ngn np v hng ha hp thi trang.
Khng khch hng no ni, Ti n ca hng v n c nhn hiu p.)
Cu chuyn ca Sears Roebuck
Mt cng ty b nhiu tin cho qung co nhng gp kh khn l Sears, Roebuck. Nm ngoi,
Sears tiu tn 1,5 t -la cho qung co hng lot nhn hiu ca mnh, xp x gp ba ln so vi
qung co ca Wal-Mart hoc Kmart, hoc Tartget. Tuy vy doanh thu ca Sears thm ch thp
hn so vi Kmart.
Tuy nhin, l nh qung co ln vn c hng nhiu li ch ph. Cc gim c tip th hay
qung co c i x nh cc con bc loi sp ti Las Vegas. Bn c th k ra th, no l
cc ba n thnh son, cc tr tiu khin n gi chng trnh qung co Super Bowl, NFL t
chc ba tic cho hng ngn cc nh qung co v nhng ngi n theo xng vi v tr
ngi mua qung co vi gi cao nht. Sau khi d ba tic Super Bowl xa x ca NFL, bn c th
cm thy ti t nu ch mua mt chng trnh qung co tr gi hai triu -la.
Trong qung co, cng nh ti Las Vegas c rt nhiu con bc, nhng ch c t k thng cuc.
Nu nh ngnh cng nghip qung co t chc i hi hng nm ti Newport, Rhode Island, c
th s c ngi hi, Th cc du thuyn ca cc nh qung co sp u?

46

General Motors v General Electric

Hy ly mt so snh khc: General Motors v General Electric. General Motors xp th ba trong
bng xp hng Fortune 500, cn General Electric xp th nm.
Nu xt v qung co th General Motors l cng ty chi nhiu tin hn. S tin ba t -la m
GM chi cho qung co M vo nm ngoi l gn gp 2,5 ln so vi 1,3 t -la ca GE.
Th nhng k chi nhiu tin hn cho qung co khng nht thit l k kim c nhiu tin
hn. Mc d General Motors c doanh s bn ln hn doanh s ca GE 42%, nhng ch thu
c li nhun rng 4,5 t -la so vi 12,7 t -la ca General Electric.
Ni chung, nhng cng ty chi nhiu cho qung co cng khng lm tng c gi tr c phiu
trong th trng chng khon. General Motors, k chi cho qung co nhiu hn, nhng gi tr
th trng ch c 27 t -la, trong khi General Electric, chi t hn nhng li c gi tr th trng
ti 405 t -la, ln gp 15 ln.
Chng ta hy th so snh hai ng Jack (tn thn mt ca John): John F. Smith con, ch tch cng
ty General Motors v John F. Welch con, nguyn ch tch v tng gim c General Electric.
Jack Welch l mt tay c phch trong gii doanh nghip, c th ni l mt tng gim c ni
ting nht nc M. Cun sch ca ng ta Jack: Straight from the Gut (Jack: lm theo bn
nng), c tr nhun bt by triu -la ng trc v ngay lp tc nm trong danh sch cc
cun sch bn chy nht.
Jack Smith, ch tch General Motors, vn v danh nh chnh tn ng ta.
Cu chuyn ca Coca-Cola
Ti cng ty Coca-Cola, mt tr ct lu nm ca th gii qung co, tnh hnh qung co cng
khng c n. Cng ty phi thay i qun l, i l qung co, v chin dch qung co kh
thng xuyn.
KO, k hiu ca Coca-Cola trn th trng chng khon, khng cn hp dn ti th trng.
T khi tng gim c Roberto Goizueta qua i vo nm 1997, gi tr th trng ca cng ty
gim t 145 t -la xung cn khong 119 t -la nh hin nay.
Trong nm nm qua, qung co ca Coca-Cola phi tri qua kh khn kp. Va khng c
ting va khng c ming. Khng ai bn tn n qung co ca Coca-Cola (ting) v qung co
ca n cng khng to ra ng lc mua sn phm (ming).
Trong khi chc nng ca qung co phi l hng v khch hng, th nhng ngi lm qung
co y li xa lnh khch hng mt cch ng ngc nhin. Mt nh bo, ngi c cho l
nh ph bnh qung co ni ting nht th gii, ngi ang vit cho cc tp ch qung co ni
47

ting nht th gii, gi khu hiu qung co gn y ca Coca-Cola l li qung co v i

nht trong lch s ngnh nc gii kht, thm ch lch s tip th.
Hy th xem th no. C ng l Lun lun (Always) l khu hiu qung co v i nht
trong lch s tip th? Liu bn c tng nghe ai ni, Cho ti mt chai Always? hay Cho ti mt
ly rm rum v mt chai Always? Hn na Lun lun c ngha l g c ch? Phi chng l
ngi tiu dng lun lun ung Coca-Cola?
S tht th ngc li. Nu khng c Coca-Cola th 90% ngi thch ung loi nc ngt cola ny
s khng ngn ngi g ung Pepsi-Cola thay. l mt thc t.
Hng Coca-Cola trt di t khu hiu qung co v ngha ny sang khu hiu qung co v
ngha khc. T Lun lun chuyn sang Thng thc (Enjoy), ri n Cuc sng ngt
ngo (Life tastes good). Vo thng 7-2001, Coca-Cola b mt v b mt khi phi n cho
hng Parmalat Canada gn mt triu -la do vi phm bn quyn khu hiu Cuc sng ngt
ngo ca Parmalat qung co cho loi b nhn hiu Lactantia.
Xt v nhiu mt, qung co ch mt cuc chi ton thua. Nu khu hiu ca bn v ngha (nh
hu ht cc khu hiu) th n chng gip ch g cho thng hiu c. Nhng nu k hu hiu c
ngha th n cng chng lm cho khch hng tim nng tin.
y l gt chn Achilles ca qung co. D bn c a ra c cu ni c ngha v c sc thc
y trong qung co th cng khng nht thit ng ngha vi vic khch hng s tin vo li ni
ca bn.
Cu chuyn ca McDonalds
Hy th xem trng hp McDonalds, mt thng hiu c chi ph qung co ln th t ca M.
Trong nm nm qua, McDonalds chi hn ba t -la cho qung co M.
Tuy nhin, doanh s ca McDonalds khng theo kp vi tc lm pht. Trong cng thi gian
, doanh s trung bnh ca mt ca hng ch nhch ln c rt t, t 1,4 t -la ln 1,5 t la, ngha l ch tng c 1,7% mt nm. Qung co khng gip c g nhiu cho Big Macs
ti cc ca hng McDonalds.
Gn y, Jack Greenberg, Tng gim c ca McDonalds pht biu ti i hi ca cc i l
y quyn kinh doanh rng tip th b v v cng ty ang tm cch khc phc.
Th nhng tht bi ln nht ca qung co trong nhng nm gn y chng c g lin quan n
cc cng ty ln v ngn sch khng l dnh cho qung co. Nhng n c quan h n cc cng
ty nh ti mt th trng ang ni ln.

48

7. QUNG CO V CC CNG TY CHM COM

S bng n Internet vo cui nhng nm 1990 lm ny sinh mt vn ln cho nhiu cng
ty chm com (dotcom) mi thnh lp. Do c qu nhiu a ch c a ln mng, nn lm
th no mt a ch no c th thu ht c s ch ca cng chng tn tui
c nhn bit?
gii quyt vn ny, nhiu cng ty Internet da vo qung co. Suy ngh chung l nu
cng ty chm com ca h cha c c s ch ca cng chng th h s tung trang web ln
mng vi chng trnh qung co ln.
Ti sao phi mua sn phm cho vt nui ti Pets.com?
Pets.com l trang web bn sn phm cho cc ngi ch ca ch v mo. V kh ngh ra mt
tng PR gy c s ch ca cng chng nn Pets.com phi n vi cng ng qung co
c gip .
Pets.com thu mt gim c tip th t Procter & Gamble v mt i l qung co c nhiu uy
tn v sng to trong ngnh. Trung thnh vi truyn thng ngh nghip, i l qung co ny
dng nn mt Con ri Bt tt m tp ch Advertising Age gi l mt ngh s qung co ch thc
u tin c to ra trn lnh a chm com.
Con ri bt tt l mt thnh cng vang di. N ginh c nhiu gii thng v danh ting t
ngi tiu dng, phng tin truyn thng i chng, bo ch thng mi v cc chuyn gia
tip th. Con ri bt tt tham gia on diu hnh ca hng Macy nhn ngy L t n, xut hin
trn knh truyn hnh CNN v Good Morning America v c ng ti trong cc tp ch ni
ting nh Entertainment Weekly, Times v People. Gn y mt con ri bt tt nguyn gc
c bn u gi cho mt doanh nhn ti San Francisco vi gi 20.100 -la.
Ch c mt iu duy nht thiu vng trong cu chuyn c tch ny l doanh s. Ch trong vng
thi gian ngn ngi hn su thng tri, Pets.com chi tiu cho qung co ln hn ba ln so
vi thu nhp 22 triu -la. Vi k lc chi tiu ti chnh nh vy khng cn ch lu Pets.com
i n ch suy sp v ph sn.
Nhng ci khng h cht chnh l nim tin ca i l qung co vo qung co. Ch tch hng
qung co cho Pets.com ni, Nhng th nh m hnh kinh doanh, iu kin ca th trng, ch
s th trng chng khon Nasdaq, VCs u khng do ti kim sot v iu ny chng lin
quan g n s thnh cng ca qung co. Cc hng qung co c thu to dng cc
thng hiu v chng ti lm mt cch tt nht.
Chng ti lm mt cch tt nht? Chng ti to dng mt thng hiu thnh cng? Th
th thng hiu l g? Vy l v ch tch ca hng qung co sng to nht th gii ln ln

49

gia qung co v sn phm. Con ri bt tt khng phi l thng hiu. (Nu n l thng hiu
th trang Web s phi bn con ri bt tt.) Pets.com mi chnh l thng hiu.
Thng hiu l ci tn biu th ci g tch cc trong tm tr khch hng tim nng. Volvo biu
th s an ton. BMW biu th s mnh m. Th th Pets.com biu th cho ci g? Mt thng
hiu m khng c ch ng tch cc trong tm tr khch hng l thng hiu khng thc y
c khch hng mua hng. Hn na, nhng ngi c vt nui rt kh bit c con ri bt tt
l thuc v Pets.com, Petstore.com hay Petopia.com.
Ti sao ti li phi mua sn phm cho vt nui ca ti ti Pets.com? Cng ty trc ht cn phi
tr li cho c cu hi ny ri mi tm cch a cu tr li vo tm tr khch hng.
khng phi l mt cng vic d dng v khng phi l cng vic m qung co c th lm tt.
Cu tr li ca hng qung co l bn phi mua ti Pets.com bi v cc con vt nui khng bit
li xe.
Tht l chuyn nc ci, nhng cng chnh l tnh sng to ca qung co.
Ti sao phi mua sch ti Amazon.com?
Khi Amazon.com bt u i vo hot ng kinh doanh, cng ty c cu tr li n gin cho
cu hi trn: Tt c cc loi sch ba cng u gim gi 30%. V chnh thng tin i chng ch
khng phi l qung co gip a c tng gim gi 30% ca Amazon n vi cng
chng.
ng l sau khi thng hiu Amazon.com c xc lp, cng ty c m mt chin dch qung
co ln. Nhng khng phi qung co m chnh l PR xy dng nn thng hiu. Qung co
ch cng c thm v tr thng hiu c xc lp bi PR.
Cc ngha trang Internet chn y cc thng hiu tm cch o ngc qu trnh ny, tc l
c gng s dng qung co t tr nn ni ting m trc ht khng dng n PR to s
tn nhim i vi cng ty.
Bi kch ca eToys
Mt cng ty chm com ni ting v dng khc l eToys. c thnh lp vo nm 1997, eToys
nhanh chng tiu ph n 60% thu nhp ca n cho qung co. Cng ty c nim yt
trn th trng chng khon thng 5-1999, gi tr c phiu ca cng ty vo ngy giao dch u
tin t n 7,7 t -la, ln hn 35% so vi i th nng cn Toys R Us. Vo ma Ging sinh
nm eToys chi ti 20 triu -la cho mt chng trnh qung co cu k.
15 thng sau , cng ty b ph sn. Tng ng gi hng t -la, nay eToys ch thu li khong 10
triu -la hng tn kho, trang thit b, g, gi tr nhn hiu v a ch trang web.

50

Mt cng ty bn l chi khc tm cch dng qung co xy dng thng hiu Internet
l Toysmart. Toysmart.com ch ko di c 482 ngy, mc d n bn c phn chi phi cho
Cng ty Walt Disney vi gi khong 50 triu -la. N s dng mt phn s tin ny ti
tr cho chin dch qung co bn chi tt tr gi 21 triu -la.
Cch a ra mt chin dch qung co nh vy l qu sm. L ra trang web ca Toysmart phi
dnh mt vi nm cho thng tin i chng, hay thm ch hng chc nm xc lp bn thn
mnh l ni duy nht t chi bn cc loi chi c hi cho tr em hay cc loi chi theo
mt mi nht, la Pokemon. Thng ip loi ny cn n s ng h ht lng ca phng tin
truyn thng nu mun dng n xy dng nn mt thng hiu.
Thm ha ca Value America
Value America, mt ca hng bch ha Internet, l mt cng ty chm com na tm cch s
dng qung co mua lng ngi. c tung ra vo thng 10-1997, trang web ny c
nhiu k hoch ln lao. Vo cui nm , ngi sng lp ra cng ty khoe khoang rng Value
America.com s chi 150 triu -la cho qung co trong vng 18 thng.
Su thng sau Value America ng qung co y mt trang trn cc t Wall Street
Journal, New York Times, v USA Today v qung co trong cc n phm thng mi, trn
radio, v thm ch trn truyn hnh hu ht cc th trng chnh. Ch ring nm 1999, trang
web ny b ra khong 60 triu -la cho qung co. Nm , Value America to ra doanh
thu 183 triu -la v l 144 triu -la.
u t mt khon tin ln ng sau mt thng hiu yu l s kt hp cht ngi. N ch c
kt qu khi bn chim v tr c quyn. u c cnh tranh thc s, bn cn n ci tn
thch hp nht bn c th tm ra v sau bn cn phi dnh ngun lc qung co cho n
khi bn c th thit lp c s tn nhim ca mnh.
Vo cui nm 1999, ban qun l mi tip qun Value America. Vic u tin l a ra mt logo
mi, mt thit k trang web mi, v mt tn mi. Value America chun b tr thnh VA.com
(khng thnh vn nu VA.com c hiu l C quan cu chin binh (Veterans
Administration) hay l bang Virginia.)
Vo thng 8-2000, cng ty b ph sn.
Nhng thm ha ca cc chm bom (dotbom) khc
Bn c l khng cn nh vic cc cng ty chm com tp trung cao nh th no cho qung
co qua xy dng nn thng hiu ca mnh. Hai phn ba ca ton b qung co c
pht sng trong ma qung co Super Bowl nm 2000 thuc v cc cng ty chm com.

51

Ch trong mt nm (2000) Art.com chi 18 triu -la cho qung co. AutoConnect.com chi 15
triu -la, CarsDirect.com chi 30 triu -la. Drugstore.com chi 30 triu -la. Homestore.com
chi 20 triu -la. Living.com chi 20 triu -la. Petstore.com chi 10 triu -la. RealEstade.com
chi 13 triu -la. Rx.com chi 13 triu -la.
Liu bn c nh qung co no ca cc cng ty chm com ny khng? Bn c nh cng ty chm
com no trong s ny khng?
S bng n qung co chm com nm ngoi gy tn tht khng khip cho uy tn ca qung
co i vi cc tng gim c trong c nc, Rance Crain,Tng bin tp ca t Advertising
Age, vit. Qung co chm com qu v ngha, ngu ngc v v v n ni n lm lung lay
nim tin ca nhng ngi ng u cng ty v sc mnh ca qung co i vi cc thng
hiu ca mnh.
Vn ca chm com l g? C phi l qung co v ngha, ngu ngc v v v? Hay l s ph
thuc vo qung co xy dng thng hiu trong khi ng l nn dng PR?
Mt trong nhng vn ln nht i vi chin dch qung co big bang ca Value America l
s thiu linh hot. Vi xut pht chm c thng tin i chng nng , bn c th to ra s
thay i trong qu trnh tin ln. Mc d c mt trang web bn mi th hng trn mng t
dng vn phng, sch bo, thc n vt nui, qun o, thc n c sn, xe -t v in t gia
dng, khong 85% doanh thu ca Value America l t my tnh v phn mm. Value America
cn mt ci tn tng t nh CompUSA th ng hn.
(Khng ai on c tng lai. C ln chng ti ni chuyn vi mt nh kinh doanh Anh,
ngi m u kinh doanh cc ca hng bn sch c. Anh ta d tnh 80% doanh s ca anh
ta s t bn cc loi sch tiu thuyt v 20% loi khc. D on ca anh ta v cc con s ng
vi thc t, nhng loi sch th o ngc. Tc l 20% sch tiu thuyt v 80% loi khc.)
Wal-Mart v Value America
Hy th so snh Wal-Mart, cng ty bn l ln nht th gii, vi Value America. Vo nm 1962,
Sam Walton m ca hng bn h gi Wal-Mart u tin ca mnh t ti Rogers, bang
Arkansas. Tm nm sau, Wal-Mart nim yt vo th trng chng khon vi 18 ca hng v
doanh s ch c 144 triu -la.
Trong tm nm , Sam Walton to dng c nhiu hnh nh trong thng tin i chng
cho cc ca hng Wal-Mart ca mnh vi chi ph rt t cho qung co. Ch sau khi lm cho WalMart tr thnh ci tn quen thuc i vi tng h gia nh nh thng tin i chng, cng ty
mi b nhiu tin cho qung co mt cch rt c hiu qu.

52

y khng phi l s tng phn gia vn xut pht nhanh (Value America) v xut pht
chm (Wal-Mart). Mt cng ty cn phi xut pht nhanh hay chm ph hp vi mc thng
tin i chng cho php. Bn khng th t chy giai on.
Liu Value America c th thnh cng bng cch bt chc chin lc xut pht chm ca WalMart? C th l khng. u l nhn t PR? y l mt trang web tm cch bn mi th t bn
tm nc nng n nc hn hp s-s-la nng, t bn chi nh rng cho n my thu hnh
loi t tin khc. Khc vi thng ip n gin ca Amazon, sch ba cng h gi 30%, Value
America khng h c thng ip c th ng a ra thng tin i chng. y ch l mt a ch
Internet ang tm cch bn mi th trn mng ging nh mi a ch khc m thi.
Nu bn mun tung ra mt thng hiu mi ngy nay, bn cn phi c mt thng ip thu ht
c s ch ca gii truyn thng. Nu khng c thng tin i chng th thng hiu mi ca
bn s tht bi, bt k sn phm ca bn tt n u v dch v ca bn tt nh th no. Ch c
sn phm hoc dch v tt l cha . Bn cn c mt tng PR tt.
i khi ngay c mt tng PR tt cng cha . Trong thi gian tn ti ngn ngi, Webvan,
mt trang web bn rau qu trn mng to ra c lng thng tin i chng rt ln, 99%
ca cc thng tin l thun li.
Th nhng lm th no m cng ty c th c li nhun khi bn rau qu vi gi bn ca siu th
m li vn chuyn n tay khch hng min ph. Mt tng sai d c h tr bi mt PR
mnh m th vn c l tng sai, khng c tng lai.
C ln chng ti gip xy dng chin lc cho hai cng ty Internet vi phm nguyn tc c
bn PR trc, qung co sau. C hai cng ty ny d c h tr bi mt s cng ty ln c nhiu
kh nng ti chnh, nhng u tht bi trong tip th.
WingspanBank.com xa s
Khch hng u tin l ngn hng WingspanBank.com, c qung co rm r trn bo, i
pht thanh v truyn hnh vo thng 6-1999.
Chng ti khuyn ngn hng ny ng c qung co cho n khi xc lp c s tin cy
trong cng chng. Bt chp s can ngn ca chng ti, theo tin tc bo ch lc , ngn hng
ny chi t 100 n 150 triu -la qung co cho trang web.
Tht l mt tng ti. Hn ai ht trong lnh vc dch v, ngn hng cn phi c s tin cy ca
khch hng nu mun thnh cng. Ngi ta c th th mt ln vi mt nh hng hay tim git
i no , nhng khng phi l mt ngn hng.
T Wall Street Journal a tin, Cng ty Bank One Corporation tha nhn ngn hng c
qung co rm beng ca n WingspanBank.com l mt tht bi, ang c k hoch sp nhp
53

ngn hng Internet thun ty mi tn ti hai nm ny vo h thng hot ng trc tuyn khc
ca cng ty.
Tht ng bun. V vn cn c hi thit lp ngn hng thun ty Internet vi ph dch v
thp hn v li sut cao hn, nhng khng phi bng cch qung co. N ch thc hin c
bng PR m thi.
HomePortfolio.com ng gc
Khch hng th hai l HomePortfolio.com. Sau mt ngy c chng ti t vn, k c khuyn
gii nn bt u chng trnh bng PR, nhng hai ngi sng lp cng ty t ra st rut mun
rt lui. Qu vy, vi tun sau chng ti pht hin thy qung co trang web ny y cc
trang bo v tp ch.
Mi lm thng sau HomePortfolio.com ng ca cc hot ng bn l v chuyn sang lm
nh cung cp phn mm cho th trng trc tuyn v thit b ni tht. y khng phi l mt
v lm n tn t tin. HomePortfolio.com c ti tr trn 50 triu -la.
Theo suy ngh ca chng ti c hai WingspanBank v Homeportfolio u l nhng tng tuyt
vi, nhng b dit bi li t duy hng v qung co. L nh t vn v tip th, chng ti
khng th tho lun y nhng khuyn co chi tit ca chng ti, nhng iu chc chn l
nhng khuyn co ch yu da vo PR. Bn cn phi thng trn mt trn PR trc khi bn
pht ng cuc chin qung co.
Lm cch no ginh c thng li trong cuc chin PR?
Bn phi a ra c mt sn phm mi m bn l ngi i u. Sau phi lm cho sn
phm mi ny c c yu t thc y, thuyt phc nhng i tng tim nng chuyn t sn
phm c sang sn phm mi ca bn.
iu ny ni th d nhng lm th kh. L thuyt v tip th chng li a ra mt sn phm mi.
Cu hi u tin m nhng ngi lm tip th thng nu ra l Quy m th trng ln c
no?
i vi mt sn phm mi th quy m th trng ca n l s khng.
Garden.com sp
Garden.com l mt trang web khc tng n r, ho mn ri cht vo cng thi gian vi
Homeportfolio.com. Th th quy m ca th trng cng vic lm vn ln c no?
T ra lm vn l th tiu khin ph bin nht nc M. l mt ngnh kinh doanh vi
doanh thu 47 t -la mt nm, gp i quy m ngnh kinh doanh sch. Nu nh Garden.com

54

ch cn chim c 5% th trng lm vn, n c doanh thu hng nm l 2,3 t -la, ln

hn doanh thu bn sch ca Amazon.com.
Vi cc con s ny, khng c g l ngc nhin khi Garden.com c th thu ht c 106 triu la tin ti tr mo him cho d n. Tt c ch l v ch. Vo thng 11-2000, trang web ny
phi ng ca. Mt cu hi cha c cu tr li: Ti sao ti phi mua cc th ti cn cho cng
vic lm vn ti Garden.com?
Nhiu ngi tin l cc cng ty chm com ny cng nh cc cng ty chm com khc b hy
hoi bi mt th qung co t hi. Nhng iu khng c l. Ti sao mt cng ty qung co
li c th t nh, y l mt cng ty chm com, chng ta s lm mt th qung co t hi?
Mt cch gii thch khc c l hn l cc loi qung co chm com cng khng tt hn cc loi
qung co khc ni chung. Nhng v cc chm com l nhng thng hiu mi, nn qung co
hon ton khng phi l cng c thch hp.
Cc chm com lm n tt
Trong khi c nhiu chm com cht yu th cng c khng t chm com vn sng khe v pht
t. Tt c cc trang web thnh cng u l trang web i u a ra cc sn phm mi, kt hp
vi mt yu t c sc thc y mnh m lm cho cng chng bit n rng ri.
American Online (AOL) khng phi l nh cung cp dch v Internet (ISP) u tin,
nhng l ISP u tin i vo tm tr khch hng tim nng nh PR. Hn na, t ngy 112-1996, AOL p dng dch v mi vi mc ph c nh, mt yu t thc y khch hng
mnh m. (Lc u dch v ph l 19,95 -la mt thng. Gn y dch v ph l 23,9 la mt thng.)
Amazon khng phi l hiu sch u tin trn mng Internet (m l Powells.com),
nhng Amazon l hiu sch Internet u tin i c vo tm tr khch hng. V yu t
thc y mnh m khch hng ca n l gim gi 30%.
Monster c th khng phi l trang web tm vic lm u tin trn mng Internet,
nhng n l trang web u tin thuc loi ny i vo tm tr khch hng. Hn na, danh
sch 800.000 vic lm trn trang web ca n l mt yu t thc y mnh m khch
hng.
EBay l trang web dch v bn u gi trc tuyn u tin. Vi 29 triu khch hng
ng k v hng triu mn hng c mi cho, yu t thc y ca eBay chnh l quy
m v sc mnh ca n.
Priceline l trang web u tin v u thu v my bay v phng ngh khch sn. Yu
t thc y y l tit kim c ng k chi ph khi s dng dch v ny.
55

 Travelocity v Expedia khng phi l cc trang web u tin v du lch trc tuyn,
nhng n l trang web u tin thuc loi ny i vo tm tr khch hng. Yu t thc
y ca n l gi c v c nhiu phng n hnh trnh so snh.
Quy m th trng ln c no? y khng phi l cu hi thch hp nht bt u khi bn
mun tm kim sn phm mi lm ngi i u.
Cu hi u tin nn t ra l chng ta nh to ra loi sn phm mi no? Loi sn phm mi
ny c gi tr thng tin i chng no khng? V c kha cnh no chng ta c th s dng
thc y khch hng tim nng thch sn phm mi ca chng ta?
Tr ngi trong vic thu ht mt th trng ang tn ti l ch th trng b chim lnh.
Cc th trng nc ngt cola, th trng bia, ru vodka u l th trng khng l, nhng
u b chim lnh bi cc thng hiu tn tui nh Coca-Cola, Budweiser v Smirnoff.
Mt khi bn tm ra c mt loi sn phm mi bn l ngi i u vi mt yu t thc
y khch hng mnh m, bn c th tin chc s c ng o gii qung co tm n v ngh
h tr bn. l lc bn phi lun nhn thc r im bt li ch yu ca qung co l g?
8. QUNG CO V LNG TIN
Mt qun n nh nm ven ng lin tnh m li treo bng qung co vi dng ch phc v
mn n cao lng m v chc kh lng lm cho khch hng i ng tin c. Mt cng ty c
vn hng t -la v b ra ti hai triu -la qung co trong chng trnh Super Bowl cng
gp phi vn ging nh trn, mc d cng ty c th khng nhn ra.
Li qung co phng i v lng qung co thi qu l nhng nhn t gp phn lm gim hiu
qu qung co, nhng lng tin mi l vn cn bn nht. Mc d qung co c sng to n
u, phng tin truyn thng c thch hp c no i na vn khng trnh khi vn lng
tin.
Thng ip ca qung co c coi l mt chiu, thin v, ch k, ch hng v doanh nghip
hn l hng v ngi tiu dng. Bn th t hi bn thn bn c tin vo iu bn c thy
trong qung co? Hu ht mi ngi khng tin. Hu qu l, a s cng chng khng c qung
co, hoc quan tm nhiu n chng trnh qung co trn i pht thanh v truyn hnh.
Tuy vy, thc t cn t hn na. Theo mt kha cnh no , mi thng ip qung co u
cha hm tri ngc vi iu m ngi i qung co mun nu ra. Trong mt s tnh hung
ci hm tri ngc mnh n ni qung co tr nn li bt cp hi i vi ngi i qung
co.

56

Ly v d, mt cng ty hi sn ng mt qung co, Cc xt nghim u cho thy cc sn phm

ca Super Seafood l tuyt i an ton cho ngi tiu dng. Ngi c s ngh g v qung co
ny?
C th c ngi b ng c do n phi sn phm ca Super Seafood, nu khng h u c
cn ng qung co nh vy lm g.
Khc phc sai lm
Ai ng mu qung co ny: Khc phc sai lm. l cam kt ca chng ti. Khi bn mua
lp xe, bn khng phi ch mua cao su v thpm bn mun c s tin tng rng chic lp xe
s a bn n ni cn n mt cch an ton. S an ton ca bn l mi quan tm chnh ca
chng ti.
khng phi l Goodyear, Goodrich, hay Michelin. H khng cn ng qung co v s an
ton ca v xe. Cng chng khng c l do g nghi ng v s an ton ca cc v xe ca h.
Ngi ng qung co Khc phc sai lm l Firestone. V bn cng bit iu v thng
tin i chng ni nhiu v n.
Mt bi bo trn t New York Times ng tt ln: Cc khuyt tt ca ta-lng v xe dn ti
vic thay th 6,5 triu v xe Firestone. i mt vi 50 v kin, 46 ngi b cht, 80 ngi b
thng v mt cuc iu tra lin bang, cng ty cho bit s cho thay th min ph 6,5 triu v xe
ang lu hnh trn ng.
S kh kho c mi ni trong cng ng qung co. Sau 50 v kin, 46 ngi b cht, 80
ngi b thng v mt cuc iu tra lin bang, chng ta s gii quyt vn ca Firestone
bng cch a ra mt chng trnh qung co ni rng khch hng ng c lo lng v s an
ton ca v xe Firestone bi v chng ta ang Khc phc sai lm?
Kt qu qung co ca Firestone tt nhin l i ngc li mun. Chc ngi ta cn quan ngi
v s an ton ca v xe Firestone, nu khng h chng tung ra chin dch qung co nhiu triu
-la cho ti ny lm g.
Cht lng l nhim v s 1
Hn mt thp k qua, Ford lun lun ni, Cht lng l nhim v s 1. Liu khch hng c tin
rng Ford lm xe cht lng tt hn so vi cc i th ca n? Cc cuc nghin cu cho kt qu
l khng. Trong s cc nh ch to -t ln, Ford xp hng cui cng v phng din cht
lng.
Theo iu tra mi nht ca J.D.Power & Associates, trong s 14 chng loi xe -t du lch v xe
ti, khng c mt nhn hiu no ca Ford nm trong bng danh sch ng u v cht lng
ban u. Cng trong cuc iu tra , nhn hiu Ford c xp hng di mc trung bnh v
57

phng din dch v khch hng. Ford cng khng nm trong danh sch Top Ten v phng
din s tha mn ca khch hng.
Thng ip (v cht lng) c th l ng, nhng ngi gi thng ip (qung co) l sai.
Qung co khng ng tin cy. Ngi ta khng tin vo qung co bi v ngi ta cho n l thin
v. Qung co l ting ni ca ngi bn hng. i vi ngi mua hng tim nng, qung co
khng c tnh khch quan. Ngi tiu dng khng th c cch no kim chng mt cch c
lp tnh xc thc ca ni dung qung co.
c qu nhiu qung co vi ni dung qu ng n ni lm cho hu ht cng chng coi tt
c qung co l thi phng. Trong cc v kin lin quan n qung co c ni dung cng
iu, ngi ta bnh vc n bng ci tn s thi phng bnh thng ca qung co.
An ton ca bn l u tin hng u ca chng ti
Khi ni v vn v xe ca chic xe Explorer, Ford cng kh kho chng khc g Firestone. Hng
Ford tng ng qung co nh th ny An ton ca bn l u tin hng u ca chng ti.
Ti xin cam oan rng khng ai hng Ford c th yn tm cho n khi mi v xe cn thu hi
c thay th. Qung co ny do Jacques Nasser, Ch tch kim Tng gim c Cng ty
Ford Motor k tn. (Gn y chnh ng Nasser b thay th.)
ng l Ford v Firestone nn lm g?
Khng lm g c. Hy vng duy nht ca h c c l theo thi gian ngi mua v xe s qun i.
V h s qun thi, nu nh Firestone chu kh ch. Thi gian hn gn mi vt thng c m.
a ra qung co trong tnh hnh nh vy chng khc g du vo la. N ch khin vn
trm trng hn bng cch nhc li cho khch hng mua v xe rng cng ty c vn v an ton.
Khi mt hng hng khng c mt my bay ri, lp tc n s bi b ngay mi qung co, t nht
l mt thng. Chc chn l h khng bao gi ng qung co i loi nh, Chng ti tng gp
i n lc duy tu bo dng.
Hm tri ngc
Khng ch c cc tng gim c cng ty, m c nhng ngi ni ting, ngi sao in nh v cc
nh chnh tr thng khng cn nhc n cc hm trong cu ni ca h. Khi Richard Nixon,
mt tng thng duy nht ca nc M buc phi t chc, tuyn b, Ti s khng t chc, th
mi ngi dn nc M bit rng ng ta s t chc.
V bn th on xem, ngi ta s ngh g khi Nixon tuyn b, Ti khng phi l mt k la
o? Bn on chnh xc.
V bn th on xem, ngi ta s ngh g khi nghe Bill Clinton ni, Ti khng c quan h tnh
dc vi ngi ph n Monica Lewinsky? Bn on chnh xc.
58

V bn th on xem gii ti chnh s ngh g khi Tng thng Fernando de la Rua ti khng nh
vi th gii rng Argentina s khng tuyn b v n? Bn on chnh xc. (V h ngh
ng.)
Vy hm ca qung co ni rng i h gi. Mi th trong ca hng u gim gi 50% l g?
Tt nhin ri. Ngi ta s ngh bn chm t khch hng bi v gi thng thng ca bn l
qu cao ri.
Hm ca qung co
Hm ca vic hng hng khng ng qung co ha hn tit kim c s tin ln nu bn
t v trc hai tun v ngh qua ti th by l g?
Tt nhin ri. Ngi ta s ngh rng hng hng khng chm t khch hng bi v tnh gi
cc bnh thng qu t.
Bn ngh xem nhng ngi mua xe -t s ngh g khi hng Oldsmobile m chin dch qung co
ni rng, y khng phi l Oldsmobile ca cha bn?
Tt nhin ri. H s khng ni nh vy, nu nhng ngi gi khng li chic Oldsmobie. Ti
khng mun li chic xe ging nh chic xe ca cha ti. Th l doanh s gim i 15%.
Chin dch qung co ca Oldsmobile c mi th m mt chin dch qung co tt nht cn
phi c. l mt thnh cng ca s sng to, n c gi tr li ni, n tr thnh mt phn
ca vn ha qun chng. N lm c mi th, tr vic bn c xe.
Bn ngh g v vua Fahd ca Saudi Arabia? Vua Saudis tiu hng triu -la cho chin dch
qung co nhm mc ch nng cao danh ting ca mnh, bao gm qung co 12 trang, in bn
mu trn cc tun san.
Trong ng trch dn li ni ca George Bush cha Mt v quc vng y tinh thn hp tc,
quyt tm, v tn trng nguyn tc. Ngi l mt con ngi tuyt vi. Ti c quan h c nhn rt
gn gi vi Ngi. Ti rt knh trng Ngi.
Bn ngh g v v vua Fahd ny? Mi ngi ngh v ng ta nh mt nh lnh o c ti ca mt
quc gia c ti. Liu qung co dy 12 trang c lm thay i c nhn thc ny khng?
Chng ti rt nghi ng iu ny.
Bn s ngh g khi gp li mt ngi m sut hn chc nm qua khng gp nhau v ngi
ni, Trng bn tuyt qu?
Tt nhin ri. Bn t nh, chc mnh trng t hi qu.

59

V bn th on gii qun l s ngh g khi ch tch Hip hi cc Cng ty Qung co M (AAAA)

ni, Ngy cng c nhiu khch hng mt lng tin vo cc nguyn tc c bn trong ngnh chng
ta, l: qung co c cht lng, bn c nhiu hng, xy dng thng hiu tt, kim c
nhiu li nhun.
Tt nhin ri. Qung co chc ang gp rc ri.
V ch tch ca Bn ch A nhn mnh thm: Ngi ta ang nhn vo qung co khng ging
nh cch suy ngh ca ti: l cng c c sc mnh nht to ra s tng trng ca doanh
s c li nhun v tng gi tr ca thng hiu, qua s ci thin hn na kh nng lm ra li
nhun ca khch hng.
Hy tin li ti: qung co l cng c c sc mnh nht to ra s tng trng ca doanh s c
li nhun v tng gi tr ca thng hiu.
Tt nhin ri. Qung co thc s ang gp rc ri.
Khi cc nh lm qung co ra sc rao hng v gi tr ca qung co, h ri vo chnh ci cm
by m qung co ri vo. Ngha l li ni ca h hm ngc li.
Qung co ang gp rc ri. Chng ta phi ti khng nh vi khch hng ca chng ta rng
qung co vn l cng c mnh nht xy dng thng hiu.
Th nhng qung co ang gp rc ri trong cc phng hp ban gim c ca cc cng ty M.
chnh l l do v sao cc v lnh o ca Bn ch A c din vn v ti ny v ti sao Lin
on Qung co M ang a ra chin dch qung co cc thng hiu ln nht ca n.
Bn bit c qung co ang gp rc ri khi m bn thn ngnh qung co ang tng bc n.
Lot chng trnh qung co trn truyn hnh Nextel TV gn y, trong din vin Dennis
Franz ng vai Thm t Andy Sipowicz trong phim NYPD Blue, l mt v d in hnh.
Franz ht vo my in thoi ca Nextel, Ti khng ng phim qung co. Qung co l khng
trung thc. l s ni di. Ti c yu cu rao bn sn phm m ti cha bao gi dng? Hy
qun i. Ti khng lm u. (Ch c mt bng chng duy nht rng y l qung co ca
Nextel l mn hnh tivi t trn ci k bp ang chiu phim qung co ca Nextel.)
Du hiu khc cho thy qung co ang gp rc ri ln l s chuyn hng ti tr t qung co
sang cc hot ng khuyn mi (c i vi ngi tiu dng v bun bn). i vi hng ha
ng bao b, mt pho i lu nm ca qung co, t l phn trm ca ngn sch tip th dnh
cho qung co gim t 60% nm 1997 xung cn khong 30% ngy nay.
Th l c sc p tm ra phng tin thay th.

60

9. TM KIM GII PHP KHC

Du hiu khc cho thy qung co truyn thng ang gp rc ri l mi quan tm tm kim
phng tin thay th ngy cng tng ln. Cc cng ty ang ngh n ci g nm ngoi
khun kh in n v pht sng v a ra cch thc k l v tuyt vi hn tiu tn cc ng
tin dnh cho qung co ca mnh.
Kh cu nh mi c a chung gn y. c cc hng Goodyear v MetLife i u s dng,
cc kh cu nh qung co nay ang c nhiu cng ty khc s dng. Mt s cc cng ty l
Accenture, Budweiser, cc trung tm my tnh CDW, Horizon Blue Cross/Blue Shield, Hood,
Monster.com, Izod, Mazda, v Sanyo.
Vi khong ba triu -la chi ph mt nm, cng ty ca bn c th a thng ip ca mnh ln
bng qung co bay trn tri. Qung co bng kh cu khng phi ch l mt hin tng nc
M. Nhiu cng ty trn th gii cng ang s dng n, k c Fagor Ty Ban Nha, Liebherr
c, v StarHub Singapore.
Ngoi vic th kh cu qung co bay trn sn vn ng, bn cn c th ghi tn mnh ln chnh
sn vn ng . Di y l mt s giao ko gn y, c c s tham gia ca cc i th thao,
thi hn v gi c:
Adelphia Coliseum, Tennessee Titans, 15 nm, 30 triu -la
CMGI Field, New England Patriot, 15 nm, 115 triu la
Compaq Center, San Jose Sharks, 15 nm, 49 triu -la
Enron Field, Houston Astros, 30 nm, 100 triu -la (Gn y Astros b ra 2,1 triu
-la rt lui khi hp ng sn vn ng ny.)
Ericsson Stadium, Carolina Panthers, 10 nm, 20 triu -la
FedEx Field, Washington Redskins, 20 nm, 205 triu -la
Heinz Field, Pittsburgh Steelers, 20 nm, 457 triu -la
Invesco Field, Denver Broncos, 20 nm, 120 triu -la
MCI Center, Washington Wizard, 20 nm, 44 triu -la
Pacific Bell Park, San Francisco Giants, 24 nm, 50 triu -la
Philips Arena, Atlanta Hawks, 20 nm, 200 triu -la
PSINet Stadium, Baltimore Ravens, 20 nm, 105 triu -la (Khi PSINet b ph sn,
Ravens mua li quyn ng tn 5,9 triu -la.)
61

 Qualcom Stadium, San Diego Chargers, 20 nm, 18 triu -la

Reliant Stadium, Houston Texans, 30 nm, 300 triu -la
Safeco Field, Seattle Mariners, 20 nm, 80 triu -la
Savvis Center, St. Louis Blues, 20 nm, 72 triu -la
Staples Center, LA Lakers, 20 nm, 100 triu -la
Nu bn khng mun mua c sn vn ng, vi mt l ph chng mt, bn c th a tn cng
ty ca mnh vo cc gii thi u. Gn y, chng ta thy cc tn nh AXA Liberty Bowl, Capital
One Citrus Bowl, Chick-fil-A Peach Bowl, Culligan Holiday Bowl, FedEx Orange Bowl, SBC Cotton
Bowl, v Tostitos Fiesta Bowl.
Bc logic tip theo l t tn cho i bng. C tin Federal Express a ra gi 120 triu la t tn cho i bng r NBA mi ti qu hng ca mnh l Memphis Express. Tt nhin
h mun i bng ngy mc ng phc c mu sc ca FedEx tc l da cam v tm. NBA tr li
khng, nhng chc vic t tn cng ty cho i bng trc sau g cng s xy ra. Oi m thay,
i l c y quyn Fort Wayne trc y ca Hip hi Bng r Quc gia (NBA) l Piston, nay
ng ti Detroit, c t tn theo cng ty Zollner Piston.
Th ri cn c cc bc s ca i bng. Mt s tp on y t ang tr 1,5 triu -la mt nm
c lm ngi ti tr chm sc sc khe cho mt i bng chy nh ngh. Hai mi lm
cu lc b c nh ti tr v chm sc sc khe. Nm cu lc b c cc hp ng c quyn.
Cc mn th thao tp th cng ang i theo cng hng vi mn th thao c nhn nh l
NASCAR, c xe ua ln ngi li u mang hng ng cc th qung co lm chng tai
gai mt. Mt chic xe ua c th mang theo 10 logo cc loi ca cc nh ti tr. V iu trc
tin ngi li xe ua lm sau khi ginh chin thng trong cuc ua l chp ly ung, knh
rm v m mang thng hiu ca nh ti tr trc khi bc ra khi chic xe.
Trong tng lai, bn c th trng thy qung co theo kiu xe ua trn ng ph. Mt k
thut mi ra i gi l k thut ph xe (vehicle wrapping), dng cc tm qung co lm bng
nha vinyl y mu sc qun quanh mt chic xe thng. Cc nh qung co nh l General
Mills v Procter & Gamble tr tin cng 250 -la mt thng cho nhng ai li chic xe c bao
bc lp qung co ca h trn ng ph.
Ngy nay, bn li xe i bt c u, cng khng thot khi nanh vut ca qung co. Ngy cng
c nhiu trm xng v my rt tin t ng ATM c gn cc thng ip qung co.
Ngay c trung tm mua sm ti a phng ca bn cng sn sng nhn ti tr. Discover
Mills, mt trung tm mua sm mi ngoi thnh ph Atlanta, c hng pht hnh th tn
dng Discover ti tr.
62

Ri n lt qung co trong ng hm, mt hin tng khc thng v pht trin rt

nhanh bt u ti chu u. Hng Adidas v Athens thng qua mt cng ty Anh l MotionPoster.
Cng ty ny c cc hp ng lp t cc h thng bn trong ng hm Frankfurt, Munich v
Seoul.
Qung co trong ng hm s dng hng lot cc bng hiu c chiu sng, khi nhn t con
tu ang chy vi tc nhanh, n ging nh phim hot hnh. Hiu qu ca n, tng t nh
lt nhanh qua trang sch, cng chng khc g xem on qung co 30 giy trn truyn hnh.
Bn khng th thot khi qung co
Cc thng ip qung co tn cng vo chng ta d chng ta i u. Bn khng th thot khi
n ngay trn my bay, chng trnh truyn hnh gia hnh trnh bay y dy cc qung co.
Thm ch tm ba ng v my bay AirTran gn y c ti chn trang qung co. Monster.com
thm ch cn khc hnh logo cng ty ln trn mt sn rng hai cy s vung di hnh lang bay
ca sn bay Ohare, Chicago.
Bn khng th thot khi qung co ti siu th. Ngoi cc vt trng by, cc p phch qung
co, v cc phiu giao hng, bn cn thng thy qung co c in mt sau t ha n ca
bn na.
Bn khng th thot khi qung co ngay trong thang my. Ngy cng c nhiu ta nh vn
phng cho thu ang thay th Muzak (nhc nh ghi m pht lin tc) gy tn km bng cc
qung co video c th hi ra tin.
Bn khng th thot khi qung co ngay c trong phng v sinh. Nhiu cu lc b v hiu n
t qung co ngay bn trong ca cc phng v sinh. Ti Hi ch California State Fair, hng
Procter & Gamble cho lm p cc nh v sinh minh ha nhng li ch thit thc trong
vic dng giy v sinh ca hng.
Bn khng th thot khi qung co ngay c trn bi bin. Mt cng ty bang New Jersey,
Beach n Billboard sn sng lm qung co trn bi ct cho cng ty bn. Vi 20.000 -la hoc
hn, bn c th c mu qung co cho mnh xut hin hng ngy trn bi ct di na dm
trong sut mt thng.
Trong tng lai bn c th cn khng thot khi qung co ngay trong mt cun sch. Nh kinh
doanh qu ca , Bulgari hp ng vi Fay Weldon tc gi vit sch bn chy nht,
vit mt cun tiu thuyt nhan The Bulgari Connection (Mi lin h ca Bulgari). Trn ba
cun sch c in hnh chui ht Bulgari, c vai tr quan trng trong cu chuyn.
Tp ch Time tuyn b, Ci gi l qung co mi ni ang bng n, v cc cng ty ang lng
trnh cc phng tin truyn thng i chng vi n lc thu phc cc khch hng chn ngy
ngay ti ni h lm vic, mua sm v vui chi.
63

Cc nh lm qung co ang ginh c cc vai chnh trong cc chng trnh mi trn truyn
hnh, vit qung co trn cc tm ngn b-tng ti cc nh xe v ang tm cch a sn
phm ca h vo cc knh truyn hnh bng phng tin in t pht li nhiu ln nh h
lm gn y trong cc chng trnh tng thut bng chy. H cng ang b tin ra a
sn phm ca h vo cc b phim nha.
Vi chi ph khong bn triu -la, Honda ang ti tr cho Pulse: A Stomp Odyssey (Nhp iu:
Mt cuc phiu lu ca bc chn), mt phim kh ln dnh cho cc rp IMAX. Hng Pfizer cng
ti tr mt cun phim IMAX cho thng hiu Certs ca n.
Ti sao c nhiu nh qung co i tm kim gii php truyn thng mi nh vy? S tht n
gin l qung co theo kiu truyn thng khng my hiu qu. Nu khng nh vy, bn s
chng nhn thy cc qung co bng kh cu, trn bi bin, nh v sinh, hay trong cun sch.
C c sn phm hay dch v tt hn vn cha . Cng nh c gi r hn vn cha .
thnh cng trong thi i ngy nay bn cn to ra mt thng hiu tt hn. Vy thng hiu l
g? Thng hiu l s nhn thc trong u ca khch hng tim nng.
Nhn thc chnh l iu ch yu nht, v qung co c coi l con ng duy nht to nn
mt nhn thc tt hn. iu khng ng, nhng chnh li l mt nhn thc.
C mt gii php khc tt hn
Gii php tt hn l thng tin i chng, hoc nh cc nh hnh ngh thng gi n l PR,
tc l quan h cng chng.
Bt k bn gi tn chc nng l g (thng tin i chng, PR hay quan h cng chng) th mc
ch vn nh nhau. K cu chuyn ca bn mt cch gin tip thng qua bn th ba, ch yu l
phng tin truyn thng.
C rt nhiu bt li i vi PR. Bn khng th kim sot ni dung, bn khng th kim sot thi
im, v bn khng th kim sot hnh thc bn ngoi thng ip ca bn. Bn thm ch cn
khng th bit chc thng ip ca mnh c c truyn i hay khng.
Th nhng c mt li th ca PR b p cho tt c cc bt li ca n. PR c c s ng tin
cy, qung co th khng. Ngi ta tin nhng g c trn bo hay tp ch, hay nghe qua i pht
thanh hay nhn thy trn truyn hnh.
Khch hng l nhng ngi hoi nghi, ng vc v thn trng. Khi m khi lng qung co leo
thang, h quay qua cc ngun c thm quyn, bn th ba, c lp c khuyn co v t
vn. l bn b, ngi thn trong gia nh, lng ging, v tt nhin phng tin truyn thng
i chng vi mi hnh thc.
Rt him khi ngi ta i kim chng qung co.
64

PHN 2
S ln ngi ca PR
10. S LN NGI CA BN TH 3
Tt c nhng g ti bit, Will Roger ni, cng ch l nhng th ti c c trn bo. l
s tht. Hu ht ngi ta ch bit nhng g h c, nghe, hay nhn thy trn cc phng tin
truyn thng hoc l nhng g h bit c t nhng ngi m h tin tng.
Cuc sng qu l phc tp. Liu ai c th gi i kim tra cht lng hay cc c tnh ca sn
phm hay dch v m h mun mua? Bn thn chng ta u b dn dt lng vng bi cc
phng tin truyn thng i chng.
Hng no sn xut xe -t tt nht? em cu hi ny hi mt ngi bnh thng th thng
bn s c cu tr li l Mercedes-Benz. Sau hi, bn c mt chic ch? Khng. Bn tng
li qua cha? Cha. Bn c quen ai s hu n khng? Khng.
Lm sao m h bit rng bn bit hng no sn xut xe -t tt nht? Bn phi l ngi hi
hc kiu Will Rogers hay Jerry Seinfield c th tha nhn rng, Tt c nhng g ti bit
cng ch l nhng g ti c c trn bo thi.
Thng ngi ta xc nh ci g tt nht bng cch tm xem ngi khc cho ci g l tt nht. V
hai ngun chnh xc nh iu ny l phng tin truyn thng i chng v truyn ming.
Bn khng th sng trong mt th gii hin i ngy nay m trong vic quan st thc ti ch
c bng mt v bng tai. Bn s phi ph thuc vo i mt v i tai ca bn th ba ng gia
bn v thc ti. Cc phng tin truyn thng i chng l nhng cu ni cc k quan trng
lm tng ngha cho i sng.
Nu thiu vng thng tin t cc phng tin truyn thng, bn khng th tham gia vo i
sng chnh tr v kinh t ca x hi ny. C th bn khng tin vo tt c mi th bn c t bo
ch, nhng bn s b nh hng rt ln bi chng.
Nu so snh vi sc mnh ca bo ch, qung co hu nh chng to c s tin cy no. Gi
s bn c mt la chn. Bn ng mt mu qung co trn bo hay tp ch ca chng ti hoc
l chng ti s ng ti cu chuyn ca bn thnh mt bi vit thc s. Liu c bao nhiu cng
ty s thch qung co hn l bi vit kia?
Khng ai c. Qung co chng em li mt s ng tin cy no.
Mt vi cng ty thm ch cn mun ng qung co trng ging nh mt bi bo. Nhng ci
mo vt ny nhanh chng b cc ta bo ngn chn bng cch ghi ln trang ch qung co

65

ng ght. Ch mt ch thi cng lm cho ngi c chng mun quan tm ti na v lm

gim i mc tin cy ca n.
Hy thnh tht. Bn c bo hay tp ch hay xem mt chng trnh truyn hnh ra sao? Phi
chng bn phn bit gia bi bo v qung co? Phi chng bn ch xem cc trang qung co
no m bn thy thch th v hp dn? V thm ch khi , phi chng bn nhn vo thng ip
ca nh qung co vi nhiu hoi nghi?
Mt t bo in hnh thng cha 30% tin bi v 70% qung co. Phn ln thi gian bn dnh
c ci g? i vi mt ngi bnh thng, cc tin bi l nhng hn o ca s khch quan
nm gia mt bin qung co y tnh thin v.
iu b mt xu xa ca qung co
Regis McKenna, nh t vn tip th ni ting, trn t Harvard Business Review hn mt thp
nin v trc vit nh vy: Chng ta ang chng kin s li thi ca qung co Trc
tin, s trn ngp ca qung co bt u c tc dng ngc tr li i vi chnh qung co
Bc pht trin k tip khi qung co tt dc chnh l kt qu t nhin ca iu va nu: v
qung co tng ln qu nhiu v ngy cng tr nn dai dng ng ght hn, ngi tiu dng
cm thy ngn ngm. Qung co cng tm cch xm nhp th ngi ta cng c gt n ra L
do ct li n ng sau c hai yu t ny l iu b mt xu xa ca qung co: n khng h phc
v mt mc ch hu ch no c.
c bit Microsoft chi mt t -la cho chin dch qung co khi tung ra khp th gii h
iu hnh Windows XP. Nhng iu g s thc y ngi ta chuyn t Windows 98, Windows
Me, hay Windows 2000 sang s dng Windows XP? Chc chn khng phi l nhng g m h
c trn qung co. H s quyt nh da trn nhng thng tin ng ti trn cc phng tin
truyn thng i chng.
Oracle s vn hnh trang web ca bn, dng qung co xut hin nguyn trang trn t Wall
Street Journal, ba ln nhanh hn IBM hay Microsoft. Bn ngh mt ngi bnh thng s ngh
g khi h c thng ip ny ca Oracle?
Chc ch l mnh li qung co thi. V bn ngh ngi c s ngh g khi Oracle thm,
Nu khng chng ti s cho bn 1.000.000 -la.
By gi ti bit chc ng l mnh li. Larry Ellison (Tng gim c ca Oracle) i no m
cho ai mt triu -la nh th ngoi tr cho chnh ng ta.
Gi s c cho iu ny l ng i. Gi s l Oracle s lm cho trang web ca bn chy nhanh
hn gp ba ln IBM hay Microsoft v cng khng c mnh li g y. Liu bn vn s tin vo
qung co Oracle ch?

66

Khi nh gi cc thng ip tng t nh ca Oracle trn, ngi c lun lun tm kim

nhng k h. V k h cui cng lun lun l, Sao ti khng c thy iu ny trong cc trang
tin bi? Chc hn l s c ngi vit v Oracle nu nh li tuyn b ny ca n thc s l
ng.
i vi mt mc qung co ng trn bo hay trn truyn hnh, c tc dng, thng thng
l cn c s cng nhn t bn ngoi. Thng ip phi c ngi ta nghe n trc
trn cc phng tin thng tin i chng.
Lm nh ti ni ch ng nh ti lm
iu ma mai l cc cng ty qung co M, vn cho rng qung co xy dng thng hiu,
hu nh khng bao gi qung co cho chnh mnh. Thng h da rt nhiu vo PR xy
dng thng hiu cho h. Cc hng qung co ny xut hin trn ngp trn cc bo chuyn
ngnh, c bit l t Advertising Age v Adweek, vi cc mu qung co h thc hin. Khng
mt gii thng no, d nh b c no, m khng c h tn dng m .
Chng ti tm trong nm s bo lin tip ca Advertising Age, v ngoi tr mt vi mc rao vt,
khng thy c qung co no ca cc hng qung co.
Lm nh ti ni ch ng nh ti lm dng nh l phng chm ca cc cng ty qung
co. H bn qung co cho ngi khc, nhng h khng mua bt k qung co no cho h.
Bn cnh cc bo chuyn ngnh, cc hng qung co lun hng hi tm cch qung b thng tin
v h v cc mu qung co ca h trn nm t bo ln: Wall Street Journal, New York Times,
USA Today, Los Angeles Times, v Chicago Tribune. Thng tin i chng l cuc u tranh gia
cc hng qung co ngy nay.
Lm sao bn c th tin vo qung co cho ngi khc nu nh bn khng tin vo qung co cho
chnh bn? Qung co: phng tin lm cho cc thng hiu ln tr thnh thng hiu ln,
ngoi tr thng hiu ca cc hng qung co.
C th cc cng ty dch v chuyn nghip nh cc cng ty qung co chng hn khng cn
qung co. C th danh ting ca h cng gip h c c doanh thu m h cn. iu ny
c th ng, nhng cc hng qung co chng h ngn ngi xut cc ngn sch qung co
ln cho cc cng ty dch v chuyn nghip nh PricewaterhouseCoopers, KPMG, Deloitte &
Touche, Ernst & Young, v Athur Andersen.
(Liu chng trnh qung co ca Arthur Andersen s cu c cng ty? ng c m.)
Qung co cho cc mc tiu PR
Nhiu hng qung co cng trin khai cc chin dch qung co cho khch hng m mc tiu
duy nht l to ra thng tin i chng khng phi bn g c. V d in hnh l mu qung
67

co ca Apple Macintosh 1984, ch pht sng mt ln duy nht trong chng trnh Super
Bowl 1984.
Ni mt cch thnh tht, nu bn tng xem mu qung co Macintosh trn truyn hnh (l
mt trong 237 tit mc qung co tra tn bn ch trong ngy ch nht c bit ), liu sang
ngy hm sau bn c cn nh n n khng? Ri mt tun sau ? Mt nm sau ?
S d by gi ngi ta cn nh mu qung co l do c nhiu bi vit xut hin trn cc
phng tin truyn thng i chng ri. Chnh thng tin i chng gip cho mu qung co
c nh n. Khng c PR, mu qung co ca Macintosh cng ch ging nh nhng
chng trnh qung co trn truyn hnh khc m thi.
(Nhn tin, nu qung co Macintosh qu hiu qu nh vy, th ti sao thng hiu Macintosh
khng c bit n nhiu nh cc thng hiu hng u khc nh Dell, Compaq, HewlettPackard, v IBM?)
Cc hng qung co thch cc qung co to ra thng tin i chng bi v thng tin i chng
khng ch mang li li ch cho n m cn cho c khch hng. i vi nhiu cng ty qung co,
cc chng trnh qung co ch l cc ci mc treo cc chin dch thng tin i chng.
Chin dch qung co to ra thng tin i chng hiu qu nht ca mi thi i c l l chng
trnh qung co Pepsi-Cola vo nm 1984 vi s c mt ca ngi sao Michael Jackson. Pepsi
gp vn may ln khi mi tc ca Jackson bc chy lc ang quay phim qung co, v gii bo
ch nh b ln cn st v s kin ny. Thng tin i chng to ra bi mi tc la lm li cho
Pepsi nhiu hn bt k chng trnh qung co trn truyn hnh no trc .
Ba nm sau, Coca-Cola tr li vi s c mt ca Max Headroom, ngi ch trong thi gian ngn
tr nn ni ting v c ng ti trn trang ba ca tp ch Newsweek v trn cc phng
tin truyn thng i chng khc.
Ngnh qung co hu nh t b iu tng c gi l cho hng trn bo (salesmanship
in print). iu ny c ngha l mt mu qung co l thay th cho ngi cho hng ni vi
cc khch hng tim nng v cc c tnh v li ch ca sn phm. Bn khng th trch h.
Qung co ngy nay c qu t s tn nhim n ni khng th lm mt ngi cho hng hiu
qu.
Ci ang thay th ngh thut bn hng gi y gm hai mc tiu song song l gi tr li ni/gi
tr thng tin i chng. Cc hng qung co mun to ra cc chin dch khuy ng c vic
truyn ming v phng tin truyn thng. V v kh li hi cho vic ny l to ra cc gi tr gy
sc.

68

p dng liu php gy sc

Nu ngi ta khng quan tm n nhng li ch ca vic mua mt sn phm, th gii qung co
kt lun, ch cn mt cch l p dng liu php gy sc. S dng hnh nh ca cc loing c
vic truyn ming v phng tin truyn thng. V v kh li hi cho vic n ng vt, cc nhn
vt ni ting, ngi p ca kn na h, li ni bng gi khu gi tnh dc, bo lc, hay bt
c th g c th thu ht s ch ca ngi xem v c bit l s ch ca cc chuyn gia bnh
lun v qung co nh Stuart Elliott ca t New York Times v Bob Garfield ca t Advertising
Age.
Khng ai chi tr gy sc tt hn Benetton, nh bn l qun o thi trang ngi . Mt cha s
hn mt ni c, mt bnh nhn AIDS ang ch cht, mt t nhn trong ngc t ti, mt con
nga c en ang chm ln mt con nga ci trng, hay mt a tr mi sinh vi dy rn cn
nguyn y ch mi l mt vi hnh nh sng ng gy sc xut hin di khu hiu United
Colors ca Benetton. Cc mu qung o ny u lm cho Oliviero Toscani, ngi sng to chin
dch ny, tr nn ni ting trn th gii. (C iu Benetton tuy rt thnh cng chu u, nhng
li gp trc trc M.)
Thc ra, Benetton c mt tng PR l th nhng cha c khai thc mt cch trn vn.
a s cc qun o u c Benetton lm ra vi mu sc trung tnh cho nn c th nhum mt
cch nhanh chng ph hp vi nhu cu. (Do , mi c khu hiu United Colors ca
Benetton.) L ra mt chng trnh tip th hng v PR th c th din t hiu qu hn (v
t tn km hn) to lp thng hiu Benetton.
Altoids, mt trng hp ngoi l
Tuy vy, thc t l c mt vi sn phm khng c nhiu tim nng to ra thng tin i
chng. Ly v d ko bc h. Thng hiu Tic Tac dn u lu nm nay b Altoids qua mt vi
khu hiu Ko bc h mnh m n k l.
Liu mt chng trnh tip th thin v PR lm c iu ny? C l l khng. Khng c nhiu
tim nng thng tin i chng trong mt hp ko bc h gi hai -la. V vy, Altoids dng
qung co in lm vic ny. Mt vi qung co Altoids vi tiu : Bc h vi sc mnh kung
fu. Hay Khng nn dng nu li yu. Hay Ko bc h qu mnh phi ng trong mt hp
kim loi.
Tht th v khi chin dch Altoids khng s dng cc yu t tr thnh thi thng trn i l
Madison. Khng c hnh nh cc con vt, khng nhn vt ni ting, khng kiu na knh na
h, nhng li l khu gi tnh dc cng khng nt. Altoids li quay v vi iu c bn: to ra
mt sn phm mi (bc h mnh) m bn c th l ngi i u. Ri cung cp cho khch hng
tim nng mt l do (mnh m n k l) mua sn phm .

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Mc d thng hiu Altoids khng do thng tin i chng xy dng nn, nhng thnh cng ca
n cng thu ht kh nhiu s ch ca gii truyn thng. Thnh cng v thng tin i chng
ngy nay thng gn kt cht ch vi nhau, tht l kh tm thy ci ny m thiu vng ci kia.
Nhc nh ch khng lp lun
Qung co khng th l mt lun c. N ch c th l mt s nhc nh.
Chc nng nhc nh ny c th l quan trng, nhng ch sau khi mt thng hiu to lp
c uy tn ca n bng nhng cch khc, thng l bng quan h cng chng. (Xem Chng
21, Duy tr thng hiu.)
qua ri ci thi coi qung co nh l mt cng c xy dng thng hiu. Nhng qung co
li c mt i sng th hai nh l mt cng c duy tr thng hiu, mt khi thng hiu
c xy dng thng qua PR.
Cch xy dng mt thng hiu l bng PR.
11. XY DNG MT THNG HIU MI BNG PR
Cng ty no l c a tin nhiu nht trn th gii? Theo Carma, mt cng ty chuyn phn
tch v truyn thng cho rng chnh l Microsoft.
Microsoft ch l mt cng ty mi hai mi by tui u, th m thng hiu Microsoft tr
thnh thng hiu gi tr ng hng th hai trn th gii, ch sau Coca-Cola. Theo Interbrand,
mt cng ty chuyn nh gi thng hiu, thng hiu Microsoft tr gi 65 t -la.
Cc gio s qung co khng ngt tng i tng li mt cu kinh v tip th, y l qung co xy
dng nn thng hiu. V qung co tt to dng cc thng hiu ln. C phi qung co
lm nn tn tui Microsoft?
Khng, mt ngn ln khng. Nu nh Microsoft khng thc hin mt qung co hay gii thiu
trn truyn hnh no trong sut thi gian hai mi by nm hot ng, liu c ai nghi ng vic
Microsoft vn l thng hiu gi tr th hai trn th gii khng? Chng ti th chng nghi ng g
c.
Quy m khng to nn thng hiu
C th bn cng ang ngh rng k c thng tin i chng cng khng to nn thng hiu
Microsoft. Microsoft l mt thng hiu mnh bi v Bill Gates xy dng nn mt cng ty
thnh cng vt bt di ci tn Microsoft. Phi chng sc mnh ca mt thng hiu l nm
trong quy m cng ty v khng nm trong mc thng tin i chng ca n?

70

Chng ti khng ngh nh vy. Bn tng nghe qua ci tn Cardinal Health, Delphi
Automotive, Ingram Micro, Lehman Brothers Holdings, McKesson HBOC, Reliant Energy,
Southern, Tosco, TIAA-CREF, hay Utilicorp United?
Mi mt trong mi cng ty ny c quy m cn ln hn c Microsoft, nhng khng c ai trong
s h xy dng c thng hiu c th so snh c vi ngi khng l Microsoft. Ly
trng hp ca TIAA-CREF lm v d. Nm ngoi doanh thu ca cng ty ny l 38 t -la so vi
23 t -la doanh thu ca Microsoft. Nhng Microsoft l mt thng hiu cn TIAA-CREF l mt
tr a.
Thng tin i chng xy dng thng hiu
Mt s lng rt ln thng tin i chng xy dng nn thng hiu Microsoft. Chng ti
hon ton chc chn rng bn cn nh mnh c hng t cu chuyn v Microsoft v sn
phm ca n. Windows 95/98/NT/2000/XP, Word, Excel, Power Point, Xbox,.Net. Nhng bn c
nh mt mu qung co no ca Microsoft hay khng? Ta l g? Mu qung co ni
vi bn nhng g? c bit, qung co ni vi bn iu g v Microsoft m bn cha bit
trc ?
Th cn vic tung ra thnh cng nhn hiu Windows 95 th sao? C th bn ang suy ngh nh
th. Bn c tht s ngh rng 200 triu -la m Microsoft b ra cho vic qung co v
khuyn mi lm nn s thnh cng ca Windows 95? Hay nh tm triu -la m Microsoft
tr cho Rolling Stones c quyn s dng bi ht Start Me Up ca h cho chng
trnh qung co trn truyn hnh?
Liu c phi Start Me Up khin cho ngi ta xp hng di trong nhiu gi lin ch t
pht hnh na m ca Windows 95? Khng. Nu m khng h qung co th Windows 95 vn
thnh cng. l mt sn phm mang tnh cch mng, gii truyn thng a tin lin tc, v kt
lun ca gii truyn thng cho rng Windows 95 l tng lai ca vic s dng my tnh PC
tung Windows 95 ln cao.
gii thiu Windows XP, Microsoft tr cho Madonna mt khon tin ng k cho bi ht
Ray of Light. Nhng s thnh cng ca XP l nh gii truyn thng, ch khng phi nh
Microsoft hay chin dch qung co ca n. Cng chng b lung lc bi thng tin i chng, ch
khng phi bi ging ca ngt ngo ca Madonna.
Trong vic xy dng thng hiu, qung co khng cn thch hp na. Ci to lp nn
thng hiu l cc thng ip ca gii truyn thng. Cng c nhiu thng ip, thng ip cng
thun li th thng hiu cng mnh hn.

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Cng cn lu rng thng tin i chng xy dng Bill Gates thnh mt trong nhng nh lnh
o doanh nghip ni ting nht. R rng khng phi l qung co nng Gates ln thnh mt
thng hiu c nhn y sc mnh.
Xy dng thng hiu Linux
Mt trong nhng v d in hnh cho vic thng tin i chng c th xy dng mt thng hiu
nh th no l Linux. y l mt thng hiu cha tng c qung co bao gi bi v n
khng thuc s hu ca bt k ai. Linux l mt phn mm ngun m m cc nh lp trnh u
c th s dng thoi mi, h ch vic xem m ngun v thay i n cho ph hp vi cc nhu cu
ca h.
L mt thng hiu, Linux c khong 99% gii cng ngh cao bit n, v lm cho cha
ca n, Linux Torvalds tr nn ni ting khp th gii. Bn bit rng Linux tr nn ni ting khi
gim c iu hnh Steve Ballmer ca i th cnh tranh chnh ca n l Microsoft ln ting
kch n l mt khi u bm ly mi th m n ng n, di kha cnh s hu tr tu.
(Mi thng hiu u cn c mt i th; l mt trong nhng nguyn tc c hu ca tip
th. Pepsi-Cola c Coca-Cola. Burger King c McDonalds. Phe Cng ha c Phe Dn ch.)
C mt s t chc phi chnh ph n lc gy dng nn nhng thng hiu ton cu mnh m
ch vi cc k thut PR. Trong c Greenpeace, World Wildlife Fund, PETA v Amnesty
International.
Xy dng thng hiu Segway
Liu c th xy dng mt thng hiu ni ting ch trong thi gian ngn m khng cn n
qung co? Hn nhin ri. Vic tung ra loi xe superscooter hiu Segway minh ha cc yu t
chnh trong mt chng trnh xy dng thng hiu m khng dng bt c k thut g khc
ngoi PR.
1. Xy dng chm ri. iu v cng cn thit l tit l thng tin cho gii truyn thng
nhm to s quan tm v cm gic hi hp i vi sn phm trc khi n thc s c tung ra.
Vi m danh ginger (gng), xe superscooter hiu Segway tr thnh ti bn tn trn cc
phng tin truyn thng v Internet trong gn mt nm trc khi n c cng b hi thng
12-2001. Cn st bt u r ln trong thng 1-2000 khi thng tin c tit l cho bit rng
mt hp ng tr gi 250.000 -la k vi tc gi ca mt cun sch c cp chi tit v sn
phm mi ny, nhng vn cn nm trong vng b mt. Tin v cun sch ni trn c ng
ti trn trang Inside.com, cng lm tng thm iu b n v sn phm.
2. Mt tn sn phm mi. Gii truyn thng ch ng nhng g mi m, ch khng phi
nhng g tt hn. Mt trong nhng quyt nh quan trng nht m bn cn phi thc hin l
t tn cho sn phm mi. Segway c gi l human transporter (xe ch ngi). Ci tn
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theo kiu ny s kh lng c nh n. Ngoi tr ng ng dn du v toa xe ch hng, tt

c cc phng tin vn ti u c th ch ngi. Mt ci tn tt hn, theo chng ti, nn l
gyro scooter (xe scooter hi chuyn).
3. Mt tn thng hiu mi. Khi tin hnh chn mt ci tn, hu ht cc cng ty u
mc phi mt trong hai sai lm. Hoc h chn tn theo kiu sn phm n theo (Kodak digital
cameras), vn c th lm hng tm quan trng ca loi sn phm mi, hoc h chn ra mt ci
tn qu chung chung (Fun Saver cameras), cng li ph hng tm quan trng ca thng hiu
. Segway khng nm trong c hai trng hp ny. N l mt thng hiu ring. (Razor
superscooter c th l tn kiu sn phm n theo. Gyro scooter li l mt tn qu chung
chung.)
4. Mt ngi pht ngn c uy tn. Dean Kamen, b no ca Segway, l mt nh khoa
hc v nh pht minh thnh cng vt bc. ng sng ch ra iBot, loi xe ln di chuyn trn
mi a hnh c th leo cu thang; mt loi thit b tr tim nhm lm gim nguy c tc nghn
ng mch (va c dng trong quy trnh iu tr chng tim mch ca Dick Cheney); my iu
tr thn xch tay; bm truyn dn thuc, v nhiu pht minh khc.
Khi Segway chnh thc c tung ra, gii truyn thng nh ln cn st. Dean Kamen m
u trong chng trnh Good Morning America trn knh truyn hnh ABC, v lin tc c
mi phng vn v sn phm ny. Segway c nu bt trn cc knh truyn hnh CNN, NBC
Nightly News, CBS Everning News, ABC World News Tonight, v hu ht cc knh tin tc a
phng. Segway nm trong nhm bn sn phm hng u m ngi ta tm kim nhiu nht
trn Internet, ch sau Christmas, Xbox, v Harry Porter. V nhiu bi vit v Segway c ng
ti trn hu ht cc t nht bo trong nc.
Segway v Microsoft l nhng sn phm cng ngh cao, hn bn ang ngh nh vy. Th cng
ngh thp th sao? Nu qung co khng to nn cc thng hiu cng ngh cao, th c th n
ng vai tr quan trng trong vic xy dng nn cc thng hiu cng ngh thp.
Xy dng thng hiu Red Bull
Red Bull l mt thng hiu cng ngh thp. c tung ra nm 1987 ti o nh l thng hiu
nc tng lc u tin, mt loi thc ung c gas, caffeine, tho dc, vitamin B hn hp, v
cc axit amin.
Khng mt li qung co, nhng li c khuych trng bng PR mt cch rng ri, Red Bull
thnh cng trn ton cu v lm cho Dietrich Mateschitz, ngi sng lp cng ty, tr thnh
ngi n ng giu nht o. Nm ngoi, doanh thu ton cu ca Red Bull l 895 triu -la.

73

Mt iu gip thu ht thng tin i chng l lc u Red Bull b cm c do hm lng cao

trong mt s thnh phn ca n. V kt qu l mi thiu nin c u mun th qua n. (Thm
ch ti nay mt s ngi vn tin rng Red Bull bn c khng phi l hng tht.)
Red Bull ca Mateschitz da trn Krating Daeng, mt loi thuc b tng cng sc khe rt ph
bin m ng bg gp Thi Lan. iu ny chng minh rng khng nht thit bn phi pht
minh ra mt ci g th mi c th tr nn giu c v ni ting. iu cn lm l nhn ra c
mt tng c tim nng tt, to ra mt loi sn phm mi v mt thng hiu mi, v trc
tin l bit a chng vo trong u ca ngi khc.
Thnh cng ca Red Bull pht mt l c bo ng ngay mt cc i cng ty sn xut
ung ca M. chng li mi e da ny, h tung ra cc thng hiu nc tng lc ca chnh
h. Trong s ny c Adrenaline Rush, Anheuser-Buschs 180, AriZona Extreme Energy, Blue Ox,
Bomba Energy, Dark Dog, Deezel, Energade, Energy Fuel, Go Fast, Go-Go Energy, Hansens
Energy, Hemp Soda, Hype, Jones Energy, Magic, NRG Plus, Power Horse USA, Red Alert, Rx
Extreme, v XTO.
Bt chp s xut hin hng lot ca cc i th cnh tranh, Red Bull vn chim khong 70% th
phn nc tng lc M. V n kh c th nh mt v th dn u trong mt tng lai c th
d bo trc.
Xy dng thng hiu Zara
Thng hiu thi trang tng trng nhanh nht trn th gii l Zara, mt nh bn l thi trang
Ty Ban Nha. Ngoi tr cc t bn gim gi mi su thng, Zara khng h qung co. Th
nhng, nm ngoi Zara t doanh thu l 1,2 t -la t hn 500 ca hiu ti 30 quc gia. (Zara
ang m cc ca hng mi, bnh qun mt ca hiu mt tun.) Cho n nay, mi ch c vi ca
hiu c khai trng ti M.
Ging nh Red Bull, Zara cng khi u chm ri. Phi mt 13 nm Inditex (cng ty m ca
Zara) m ca hiu Zara u tin bn ngoi Ty Ban Nha. Ging nh Red Bull, Zara c mt
tng c o. Zara l chui ca hiu thi trang bn l u tin thc hin chin lc just in
time (ng lc). Thay v phi mt chn thng nh thng l mt thng hiu thi trang i t
khu thit k phn phi, quy trnh ca Zara rt ngn ch cn 15 ngy hay t hn.
Hn na, Zara khng c nhiu hng tn kho, iu ny lm gim nhu cu phi c cc t bn
gim gi ln v lin tip thng thy nhng chui ca hng tng hp. Vic sn xut c
chia thnh nhng t nh. Nu mt mt hng khng bn c, vic sn xut tm ngng li.
Mi tun, 35% hng ha trong mt ca hiu s c thay i.
nim mang tnh t ph ca Zara to ra s quan tm ca thng tin i chng v cc khch
hng trung thnh. Trung bnh, mt khch hng ving thm ca hiu Zara 17 ln mt nm so vi
74

3,5 ln i vi cc chui ca hiu thi trang khc. (Mt s ph n Ty Ban Nha ngng mua cc
tp ch thi trang. H ch n Zara xem liu c kiu g mi.)
Amancio Ortega, mt doanh nhn sng khp kn l ch s hu Zara (v mt s chui ca hiu
bn l khc gm c Massimo Dutti, Pull & Bear, Bershka, Stradivarius, v Oysho), c coi l
ngi n ng giu nht Ty Ban Nha, vi ti sn tr gi khong 6,6 t -la.
Qung co khng th thay th PR
Vua ca Colas gn y tung ra loi nc ung tng lc c tn KMX, mt ci tn chng ni
ln ngha g. Vi b phn tip th thnh tho ca Coca-Cola, ngun lc qung co khng gii
hn, v s h tr ca mt s hng qung co danh ting nht trn th gii, liu KMX c nh
bi c Red Bull tr thnh thng hiu nc tng lc s mt? D nhin l khng.
Nu qung co vn cn sc mnh nh nhng ngi c xy n tng tuyn b th KMX hn s d
dng qua mt ngi mi pht x o kia. Nhng n khng c mt c hi no c, bt chp s
sng to trong cc thng ip qung co km vi mt ngn sch qung co khng l.
Ch mi vi nm trc y Coca-Cola c dng chin lc tng t nhm lt Snapple, mt
thng hiu sn phm thin nhin vi ch mt vi mu qung co khng ng k. Coca-Cola
b ra hng triu -la M tung ra Fruitopia, nhng hon ton tht bi v mt c ng tin.
Bn c bit bt k sn phm dn u th trng no b lt bi mt kiu chin dch qung co
rt mnh cha? Ngoi tr Altoids, chng ti khng bit n bt k mt trng hp th hai no.
Vi vic chi mnh tay cho qung co (Avis ch ng th hai trong lnh vc cho thu xe hi, vy
ti sao bn n vi chng ti? V chng ti n lc hn), liu Avis c th lt Hertz tr
thnh dn u? D nhin l khng.
Vi cc gii thng m Pepsi ginh c cho cc chng trnh qung co The Pepsi Challenge
(Thch Thc Pepsi), The Pepsi Generation (Th H Pepsi), Pepsi qua mt Coca-Cola
ng u? D nhin l khng.
Vi my v gy n o t chin dch qung co Bunny, Energizer nh gc Duracell tr
thnh thng hiu dn u trong th trng pin? Cng khng nt.
Cc hng qung co thng tin rng tip th l mt cuc chin ca qung co thay v l cuc
chin ca cc sn phm. Khi Wells, Rich, Greene nhn c hp ng qung co cho thng
hiu cola Royal Crown vi nm trc, ngi sng lp hng, Mary Wells Lawrence tuyn b,
Chng ti s tin ra git cht Coke v Pepsi. Ti hy vng qu v s tha li cho li l , nhng
chng ti thc s nh n st th.
Thng hiu duy nht b git chnh l Royal Crown. Th phn ca n hin nay ch bng phn na
lc Wells, Rich, Greene nhn hp ng qung co cho n.
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Bn thn qung co khng c vai tr thch ng no trong vic xy dng thng hiu. Vai tr
ca qung co v bn cht l phng ng. Qung co ch c th bo v thng hiu mt khi n
c xc lp.
Xy dng thng hiu sch
Ln cui cng mt chin dch qung co lm cho mt cun sch tr thnh bn chy nht l
khi no vy? Thng tin i chng chc chn lm c iu ny. Vic truyn ming i khi
cng lm c. Nhng qung co th khng bao gi.
Hin ti, nhng cun sch c lit vo best sellers (sch bn chy nht) nh Who Moved
My Cheese? ca Spencer Johnson, Jack: Straight from the Gut ca Jack Welch, b Harry Potter
ca J.K.Rowling, The Corrections ca Jonathan Franzen, tt c u nhn c s hng ng
nhit lit ca thng tin i chng.
Cha tng c cun sch no c ni n nhiu nh b Harry Potter, v doanh thu ca n
ni ln iu . Ch ring lng pht hnh M cho bn tp u ca b Harry Potter ln ti
65 triu bn.
Nh xut bn cun sch ca Franzen chng hn, in thm na triu bn tc phm The
Corrections sau khi n c Oprah Winfrey chn cho cu lc b sch ca b. Bao nhiu chng
trnh qung co trn truyn hnh vo gi cao im c th snh ngang hng vi ci gt u chp
thun ca Oprah? Tht kh tng tng c.
C cun sch no nm trong cu lc b sch hng thng ca Oprah th u i vo danh sch
nhng cun sch bn chy nht ca t New York Times. Trong mt nm gn y, 42 trong s
100 cun sch hng u hoc l c nhc n trong chng trnh truyn hnh ca b hoc l
cc tc gi ca chng c b phng vn. Philip C. McGraw (Tin s Phil), chuyn gia v hnh vi
con ngi l khch mi thng xuyn trong chng trnh ca b, c ba cun sch u ng
u danh sch nhng cun sch bn chy nht trn t New York Times, trong cun gn y
nht l Self Matters.
Spencer Johnson, ng tc gi cun The One Minute Manager, l mt thin ti PR. Trc khi
cun sch gn y nht ca ng, Who Moved The My Cheese? c pht hnh, Tin s Johnson
b ra nhiu nm lin gi bn tho cun sch ca ng cho cc tng gim c ca 500 cng ty
hng u th gii theo xp hng ca tp ch Fortune v cc nhn vt c nh hng khc.
Nhiu cng ty ln nhanh chng hi p s tip xc trc tip ny. Ngn hng Hawaii t
4.000 cun cho nhn vin. Mercedes-Benz, 7.000 cun. Southwest Airlines, 27.000 cun. y
ch l mt v d in hnh v k thut xy dng chm ri, rt quyt nh trong mt chng trnh
PR ngy nay.

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 l mt s kin c xy dng chm ri, cn c, tin hnh hon ton bng truyn ming,
tuyt i khng c kiu qung co hay tip th truyn thng, Tin s Johnson pht biu.
Khi Tony Soprano ni vi bc s tm thn ca ng trong b phim The Sopranos trn knh truyn
hnh HBO rng ng thch cun Ngh thut Binh php ca Tn T, lp tc cun sch ny nhy
vt ln ng hng th su trong danh sch nhng cun sch bn chy nht ca t USA Today.
Nh xut bn phi in thm 25.000 bn ca cun sch 2.400 nm tui ny.
Xy dng thng hiu dc phm
Hy xem ci tn Cipro c nhc n nh th no mi nh v cc thng tin v cn bnh
than. V Viagra tr thnh loi tn dc bn chy nht trong lch s khng phi do qung co
m l do thng tin i chng. Cc loi thuc gim au nh Vioxx, Vicodin, v OxyContin cng
nhn c s hng ng rng ri ca thng tin i chng.
Viagra, dc phm u tin tr chng ri lon cng dng, hay bnh bt lc. Proxac, thuc
u tin iu tr trm cm. Valium, thuc u tin tr chng lo lng, hi hp. Cc loi dc
phm ny v nhiu loi khc tr nn ni ting nh thc hin rt tt hai iu: (1) i u trong
mt loi sn phm mi; (2) s dng ro rit thng tin i chng.
Chng trnh PR cho cc loi thuc theo toa thng li cun thng tin i chng t mt giai
on sm sa, i khi mt vi nm trc khi sn phm c tung ra. Pleconaril, thuc u tin
tr chng cm lnh, va nhn c mt lng ln thng tin i chng. Tng t l Xolair, loi
thuc theo toa u tin c ch IgE, loi ha cht chng d ng trong iu tr hen suyn.
Sau khi mt loi thuc theo toa tr nn thnh cng vi cc k thut PR, th c th chuyn
sang qung co duy tr s thnh cng ny. Nm loi dc phm qung co nhiu nht
(Vioxx, Prilosec, Claritin, Paxil, v Zoccor) vn nm trong s mi loi thuc bn chy nht.
Vai tr ca qung co loi thuc theo toa khng nhm lm cho thuc bn chy nht, m nhm
gi cho thuc tip tc bn chy nht.
PR cng c th c s dng ti lp mt thng hiu thuc c b cc thng hiu mi
qua mt. Th nhn vo s thnh cng ca aspirin ca Bayer, hi sinh trong thi gian gn y
nh c thng tin i chng v cng dng ca aspirin cu sng ngi ta khi ung thuc ny
trong lc nghi ng ln cn au tim. Aspirin cng hng li t danh ting ca n nh l mt loi
thuc nhm ngn nga cc cn au tim v t qu.
Xy dng thng hiu chi
Khng c thng tin i chng, ngy nay s kh lng to dng thnh cng cc thng hiu
chi. Vi thng tin i chng, s tha sc vy vng. Cabbage Patch Kids, Furby, Teletubbies,
Ninja Turtles, Mighty Morphin, Power Rangers, Beanie Babies, Barney, Pokemon tt c u

77

thnh cng vt tri v u nh vo thng tin i chng. V hy nhn vo thng tin i chng
lin tc dnh cho bp b Barbie, tr chi Monopoly, v b xp hnh LEGO.
Nm 1996, Rosie ODonnell gn nh n phng c m lm nn tn tui ca thng hiu
chi Tickle Me Elmo bng cch qung b n (t truyn v khng c i hi g) trong mt
chng trnh ni chuyn trn truyn hnh ca Rosie.
Khi bn nghin cu thnh tu ca mt chng trnh PR, thng bn s thy mt khonh khc
ca Rosie. Mt s kin n c to ra dng thc thng tin i chng. Bn khng th ln k
hoch cho cc khonh khc k diu ny, nhng bn cn phi chun b phng khi n xy ra.
Bn cng cn phi chun b nu s thu ht thng tin i chng thnh cng qu mc.
C mt s khc bit gia s a thch nht thi v mt xu hng. Cc thng hiu m ct cnh
qu nhanh th cng d chng tn nh vy. chnh l s a thch nht thi. Chng y hm
nay, nhng s bin mt vo ngy mai.
Cc xu hng th khc. Chng hnh thnh chm nhng s sng lu. Chng khng bao gi c s
bng n nh kiu a thch nht thi.
Hn bn khng mun bin thng hiu ca bn thnh ci c a thch nht thi. Khng ai
mun tm kim n na, Yogi Berra ni, v n qu ph bin.
iu g xy ra vi nhng sn phm sm n ti tn? Chng bin mt cng nhanh nh lc n.
Nm 1983, Coleco Industries tung ra Cabbage Patch Kids vi mt chng trnh PR quy m v
khng c qung co. n ma l, ngi ta tranh nhau mua loi bp b ny trong cc ca hiu.
Phn ng ca Coleco l tng thm. Sn xut nhiu hn, a dng hn, nhiu im phn phi
hn, v d nhin l nhiu thng tin i chng hn. Kt qu l, doanh thu bp b tng vt hn
600 triu -la ch trong hai nm sau .
Sang nm k tip, doanh thu ca Cabbage Patch tt gim xung cn 250 triu -la. Nm
1998, Coleco np n xin ph sn theo quy nh ca Chng 11, v ph sn.
iu g xy ra? Coleco khng tun theo lut chi trong vic kim sot tnh cht sm n
ti tn ca sn phm. Bn nui dng mt cn st, nhng li b i mt sn phm c a
thch nht thi.
ABC phm phi sai lm tng t vi chng trnh truyn hnh nng ca h c tn Who
Wants to Be a Millionaire (Ai mun tr thnh triu ph). Cha y hai nm sau khi n nhy vt
ln chim mt trong ba v tr cao nht theo xp hng ca Nielsen, ngi ta ni n chuyn dp
b chng trnh ny. Trn knh ABC, chng trnh ca Regis Philbin thc hin bn ln mt
tun. l cch chc chn c th git cht mt tit mc vo gi cao im cho d n c c
a chung n mc no. Mi tun mt ln v ngt qung vo ma h l qu nhiu.
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Nhng ngi lm qung co vn kin tr tranh u cho vic c nhiu qung co hn bi v h

mun ct cao cc thng ip ca h ln t c ting n. Mc tiu ca qung co l c gng to
ra cng nhiu qung co cng tt. Nhng PR th khc.
Qu nhiu hay t chng trnh PR u khng tt. Theo bn th ti sao cc thng hiu chi
nh Barbie v Mickey Mouse c th i cng chng ta mi mi trong khi Cabbage Patch Kids v
Beanie Babies c nhng ngy rc r nhng sau bin mt v cht yu?
Khi thy du hiu u tin ca s sm n ti tn, bn cn phi bit hm phanh li. Gim sn
lng, gim cc im phn phi, v khng xut hin trc gii truyn thng. Bn phi sn sng
chuyn sn phm c a thch nht thi thnh mt xu hng. Nhng lng tham thng s
ngn tr bn lm iu .
ng nn nng
D nhin, a s cc chng trnh PR khng bao gi to ra mt mt nht thi. Tuy nhin to ra
c mt xu hng d l nh thi cng l may mn. i khi cn c thi gian chuyn ti
thng ip PR ca bn n ng ngi. Khi chng ti c gng a khi nim nh v vo trong
u ca nhng ngi lm tip th, th chng ti bt u bng mt bi vit ng trn tp ch
Industrial Marketing, tip theo l mt bi vit khc ng trn cng tp ch nhng hn hai
nm sau . (Industrial Marketing gi y l tp ch BtoB.)
Mt iu ny dn n mt iu khc. Hai bi bo to ra mt vi cuc tho lun, nhng vn
cha lm cho tng v nh v ca chng ti ct cnh. Nhng mt bi din vn (ti Cu
lc b Gim c bn hng ca Yew York) dn n li mi ca Rance Crain vit mt lot
bi v nh v ng trn t Advertising Age.
l khonh khc thn k. Lot bi vi ta K nguyn nh v n lm cho tng
ny ct cnh.
Ch trong thi gian ngn sau , t Wall Street Journal cho ng mt bi v ti ny trn
trang u; tip theo t Los Angeles Times v cc bo v tp ch khc trn khp th gii cng
lm tng t. Thi gian tri qua t khi ny sinh cho n lc ct cnh, l hn ba nm tri.
Phng php tip cn mt-hai-ba
Khi bn ang c gng a ra mt tng mi, i khi vic s dng phng php tip cn mthai-ba s hu ch trong trng hp mt v hai xy ra ri v ba l tng m bn ang c
gng qung b. thit lp nim nh v, chng ti nu ln ba im sau y:
1. Vo nhng nm 1950, qung co ang trong k nguyn sn phm, nhng g bn cn
lc ny ch l mt ci by chut tt hn v mt t tin qung co n.

79

2. Sang thp nin 1960, qung co bc vo k nguyn hnh nh. Mt cng ty nhn thy
rng danh ting, hay hnh nh th quan trng trong vic bn mt sn phm hn bt k mt c
tnh sn phm c th no.
3. Ngy nay qung co i vo k nguyn nh v. thnh cng trong mt x hi qu
nhiu thng tin nh hin nay, mt cng ty cn phi to ra mt v tr trong tm tr khch hng
tim nng, mt v tr c tnh n cc im mnh v im yu ca cng ty cng nh ca cc i
th cnh tranh.
(Nh c thng tin i chng, chng ti thnh cng trong vic xc lp v tr c nh v
cho cng ty qung co ca chng ti, nhng chng ti phm sai lm v khng thc hin bc
tip theo. L ra chng ti phi li dng v PR thnh cng , dp b hot ng qung co
ca chng ti v tp trung vo chin lc, vn l trng tm ca nh v. Tuy nhin, cui cng
chng ti cng thc hin bc tip theo ny v rt hi lng vi kt qu t c.)
Vic tung ra Advil vo nm 1984 thnh cng l do s dng phng php tip cn mt-haiba. Thng ip Advil a ra hnh nh ca ba loi thuc gim au chnh c ghi ngy gii thiu
mi loi thuc: aspirin, 1899; Tylenol, 1955; Advil, 1984. Sau , nhm cng c tng rng
Advil l loi thuc gim au mi nht (v c coi l tt nht), qung co dng thng ip
thuc gim au tin tin.
Ngnh vin thng, c bit l chu u, rt thch s dng phng php tip cn th h cho
in thoi di ng. 1G l th h analog, 2G l th h k thut s, v 3G vi sc hp dn v tm
l l in thoi truy cp Internet. Chng ti khng ngh in thoi th h 3G s pht trin mnh,
nhng sc hp dn v tm l ca nim th h th ba ny th rt mnh m.
Thay i nim tin
Vic to ra mt loi sn phm mi thng i hi phi thay i nim tin mt cch trit . Bn
phi tin rng c hng ngn loi sn phm cha c khai thc ang ch c khm ph. iu
khng may l nhiu nh qun l thi khng tm kim cc loi sn phm mi.
Thay vo , h ang tm cch kt hp cc loi sn phm hin c vo thnh cc sn phm kt
hp (combination product). Truyn hnh vi my vi tnh. in thoi vi Internet. Internet vi
truyn hnh. in thoi di ng vi my tnh b ti. My in vi my photocopy, my qut hnh
nh, v my fax.
nim kt hp ny c gi l tch hp (convergence) nhn c s hng ng hu nh
hon ton ca cc phng tin truyn thng. Nu mi ngi u lm theo nim tch hp ny,
th c hi to ra cc thng hiu mi thng qua vic pht trin cc loi sn phm mi n mt
lc no s kt thc. (in thoi 3G l mt sn phm tch hp, v vy chng ti cho rng
chng s kh t c nhiu thnh cng.)
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Vi quan im ng h mnh m vic to ra cc thng hiu mi/sn phm mi, chng ti thy
cn phi xc lp mt nim ngc li, m chng ti gi l phn k (divergence).
May mn l lch s ng v pha chng ti. B nh ca my ch trung tm, mt loi sn
phm mi lm nn thng hiu IBM, khng tch hp. N phn k, to ra c hi cho my
trm (Sun Microsystems), b lu tr (EMC), my tnh c nhn (Compaq), phn mm bn hng
trc tip qua my tnh c nhn (Dell), phn mm my tnh c nhn (Microsoft).
Truyn hnh, sn phm mi lm nn tn tui ca ABC, CBS, v NBC, khng tch hp. N
phn k to ra cc c hi cho nhiu loi sn phm v thng hiu mi: truyn hnh cp (ESPN,
CNN), truyn hnh cp cht lng cao (HBO, Showtime), truyn hnh v tinh (DirecTV, EchoStar).
Nhng khng may l cho n by gi, chng ti vn cha th thuyt phc gii truyn thng
ng v pha chng ti. Trong sut tm nm chng ti c gng nu vn v phn k,
nhng cha my thnh cng. V th, chng ti c gng th nhiu cch tip cn khc, v d sm
hay mun th chng ti cng s thnh cng.
Qu trnh thai nghn cng lu th kt qu cng ln. Mt con voi phi mt hai nm c cho
i.
Cu chuyn Whitestrips
Procter & Gamble b ra 90 triu -la cho chng trnh tip th kiu c in tung ra Crest
Whitestrips, trong 40 triu -la l dnh cho qung co trn bo i. (Sn phm l mt hp
ng cc di nha trong dng bc quanh rng trong vng na ting ng h, hai ln mt
ngy vi mc ch lm trng rng.)
Nhng y l k nguyn ca PR, v theo quan im ca chng ti, P&G ang mc phi ba sai
lm c bn:
1. Gii thiu Whitestrips bng qung co thay v bng mt chin dch PR. R rng l PR
ang ng vai tr chnh trong chin dch Whitestrips, nhng bn s lm thui cht tc dng ca
PR khi bt u chng trnh bng qung co. Gii truyn thng thng s khng a tin v cc
sn phm khi h thy chng c qung co.
Phi mt nhiu nm PR c th xc lp mt loi sn phm mi nh Whitestrips, cha
ni n thng hiu. Trn thc t Whitestrips c thng tin i chng nhc n nhiu. N
l loi sn phm c nht trn th trng, v P&G c hng t bng sng ch v sn phm ny.
Chng trnh qung co Whitestrips c tung ra y sng to nhng thiu tin cy.
Ngi thc hin chng trnh ny gii thch tng ng sau chin dch: C nhng th bn
khng mong i n trng nhng li tr nn trng khi bn ch chm vo ci hp . on qung

81

co cho chiu cnh my con kin v mt con tc k bng chuyn thnh trng khi chng b qua
v hp ng Whitestrips. Sng to th c y nhng tht l kh tin.
2. S dng mt ci tn sn phm n theo. Crest l thng hiu kem nh rng. Dng tn
Crest t cho sn phm Whitestrips mi th khng n cho c hai.
Mt sn phm mi m t ph nh sn phm ny th cn c mt thng hiu mi. (Levi
Strauss u tin tung ra loi qun jean c tn Levis Tailored Classics trc khi kp nhn ra sai
lm i tn thnh Dockers.)
Mt ci tn vi mt t s d nh hn mt ci tn vi hai hay ba t tr ln. Khi ngi
tiu dng mun mua mt chic qun jean, ci tn Dockers d nh hn l Levis Tailored
Classics. Nu bn mun mua sn phm P&G mi kia, bn s phi nh n tn c hai t Crest
Whitestrips. Mt thng hiu mi s gim ci tn cn mt t.
Crest l g? L mt loi kem nh rng nga su rng v l loi kem nh rng u tin
nhn c chng nhn ca Hip hi Nha khoa M. Mt ln sng thng tin i chng thun li
gp phn xy dng thng hiu.
Qua thi gian, cc thng hiu s b suy yu i. Crest cn phi duy tr thng hiu kem
nh rng ca n bng qung co. Tuy nhin, a s trng hp, Crest s dng qung co
tung ra hng v mi, bao b mi, v mt sn phm n theo mi. y l mt trong nhng
nguyn nhn chnh dn n vic n b mt v tr dn u v kem nh rng vo tay Colgate
trong thi gian gn y.
Crest Whitestrips s khng ko c kem nh rng Crest tr li v tr dn u ca n.
3. Khng t c mt ci tn c ngha cho sn phm mi. Whitestrips, d nhin l
nhn hiu ng k ca Procter & Gamble. Nhm n trnh cc quy nh v nhn hiu, pha
di tn Whitestrips (bng kiu ch nh hn) l dng ch h thng lm trng rng.
Nhng liu ngi tiu dng s dng nhng t h thng lm trng rng? Khng, h s
khng dng. H s nhc n t whitestrips. Hn na, ngay khi cc i th cnh tranh tm ra
cch n trnh giy chng nhn ng k ca P&G, h s gii thiu no l whitening strips,
clear strips, dental strips, bright strips, smile strips, v.v
Thc ra, cc sn phm lm trng rng ca cc i th cnh tranh (nhng khng phi l
sn phm dng Whitestrips) xut hin nhan nhn trn th trng nh Dazzling White,
Natural White, Dental White, Rapid White, Finally White, Sonic White, v Plus White.
Ri cn nhiu loi kem lm trng rng cng lm vn ri lon thm: Ultra Brite
Advanced Whitening, Colgate Platinum Whitening, v Crest Extra Whitening.

82

D sm hay mun th dng sn phm lm trng rng ca P&G s tr thnh Crest ch

khng phi l Whitestrips. (Miller Lite cng gp phi trng hp tng t nh Crest
Whitestrips. Qua thi gian Lite tr thnh mt t chung chung ch loi bia nh, v c
nhn din thng hiu thnh Miller, do dn n s ln ln vi cc sn phm thng hiu
Miller khc. iu tng t cng s xy ra vi Crest Whitestrips.)
Cc tn sn phm n theo to ra hai vn : (1) chng lm m bn sc thng hiu; (2)
chng chim bt sc qung co ca thng hiu gc.
Mt thng hiu khng c tim nng PR
Vi mt sn phm hay dch v khng c tim nng PR th sao? Nhiu ngi lm tip th s rt
lui khi cc chng trnh PR mt khi h nhn thy rng h ang gn vi mt thng hiu b gii
truyn thng pht l.
H bin minh rng chng ta khng c la chn no khc, v th chng ta phi dng qung co
tung ra thng hiu mi. y l ti quan trng nht trong tip th ngy nay: lm th no
gii thiu mt sn phm mi khng c hay ch c t tim nng v thng tin i chng.
y l vn nn m Coca-Cola gp phi khi chun b tung ra sn phm KMX cnh tranh li Red
Bull. Hn l KMX cng c thng tin i chng quan tm, nhng khng thun li lm. S tht
l thng tin i chng ca KMX lm li cho Red Bull hn l cho Coca-Cola. Nu Coca-Cola
ang tung ra mt loi nc ung tng lc, tc l loi sn phm ny chc chn ang tr nn
quan trng v cng ty phi lo lng trc s thnh cng ca Red Bull, l cch din dch ca
gii truyn thng v vic tung ra KMX.
Kinh nghim ca Coca-Cola l trng hp in hnh nht bc b vic xy dng thng hiu
bng qung co. y l mt cng ty s hu mt thng hiu gi tr nht th gii, vi doanh s
20 t -la hng nm, mt cng ty c mng li phn phi mnh nht trong ngnh cng nghip
nc gii kht, v l mt cng ty thu nhng hng qung co uy tn nht th gii. Th
nhng, KMX chc chn s tr thnh ni tht vng khc ca Coca-Cola v tip th.
Trong cc th trng ngch ca nc gii kht, s khng l g c nu ng th hai. Tr phi bn
l ngi tin phong trong mt loi sn phm mi, tht l kh c cc phng tin truyn
thng ch n.
Sau s thnh cng ca Dr. Pepper, Coca-Cola c th vi Mr. Pibb, nhng khng my thnh
cng.
Sau s thnh cng ca Mountain Dew ca PepsiCo, Coca-Cola bn tung ra Mello Yellow, nhng
cng rt m nht. Gn y, Coca-Cola cng tht bi vi Surge.

83

Sau s thnh cng ca Frappucino ca Starbucks, Coca-Cola c a ra Planet Java. Kt qu th

cha bit th no nhng c ai ngh rng Planet Java c c hi tr thnh thng hiu ni ting
nh Frappucino? Chng ti th khng ngh nh vy.
Truyn thng l mt bi chin trng. Mt gim c tip th tung ra mt thng hiu m
khng c hy vng thng trong trn chin PR th chng khc no em np mnh cho k th.
Nhng cc cuc tn cng ung mng vn din ra hng ngy trong u trng tip th. Cc cng
ty tung ra cc thng hiu, thng l thng hiu n theo, vi cc chng trnh qung co rm
r nhng khng c mt cht tim nng thng tin i chng no. y l mt s kt hp cht
chc. Ch t tin mt nhng hy vng thnh cng xem ra qu mong manh.
Nhng PR khng ch dnh cho cc thng hiu mi. Cc thng hiu c thng cng cn n
PR.
12. XY DNG MT THNG HIU C BNG PR
Khi chng ti vit v vic xy dng thng hiu, chng ti khng ch cp n cc thng
hiu mi. Chng ti vit v tt c cc thng hiu cha i vo tm tr khch hng. Mt thng
hiu tn ti nm mi nm m cha i vo tm tr khch hng th cng khng khc bit g so
vi mt thng hiu mi nu nhn t quan im chin lc. C hai u phi bt u bng PR
to dng s tin cy trc khi chuyn sang qung co.
S tht m ni, hu ht cc thng hiu u khng tn ti trong lng cng chng. Mi ch c
mt s t thng hiu to c s tin cy c th mang li hiu qu khi thc hin mt
chin lc qung co.
Ngay c mt thng hiu ni ting to dng c v th ri cng s cn PR trc tin ny
nh n c nh thay i v th ca n. Vic tn tui ca bn ni ting khng c ngha l bn
c th thay i v th ca bn bng qung co. S i khng nh vy. Tht l kh thay i
nhn thc, nht l khi bn c gng thay i chng bng qung co.
Xy dng li thng hiu AARP
Bn ngh g v mt t chc c tn l AARP? AARP c ngha l g? a s ngi ta s ni nhng
ngi hu tr, nh trong American Association of Retired People (Hip hi nhng ngi hu
tr M).
Khng ng. Nhiu thnh vin ca AARP vn cn lm vic, v th n nm 1998, American
Association of Retired People i tn thnh AARP.
Tn mi cng chng c tc dng g v n chng lm g thay i c ngha ca AARP
trong tm tr mi ngi. Bn khng th thot khi qu kh ca bn bng cch i tn thnh
nhng ch vit tt. Liu Kentucky Fried Chicken c th thot khi ch fried (rn) khi i sang
84

thnh KFC? Liu International House of Pancakes c th thot khi ch pancakes (bnh kp
khi i tn thnh IHOP? Cn phi lm theo cch khc. The Home of the Whopper thng t gi
n l B.K. v l cch m ch Burger King.
Khi AARP c gng thay i nhn thc ca cng chng i vi n, th t chc ny nn bt u vi
mt t giy trng v phc tho mt chng trnh c tim nng v thng tin i chng. (Khng
c thng tin i chng, th ng ni n chuyn thay i nhn thc. Ch n gin vy thi.)
C mt s thay i x hi ng k AARP c th trin khai mt chng trnh PR.
Chuyn AARP khng mun b gn vi t retired (hu tr) th chng c g ng ni c. Chuyn
duy nht ng ni l AARP mun mnh tr thnh ci g trong nhn thc ca mi ngi. V l
g? ngh ca chng ti: nn thay th ch retired bng ch revitalizing (hi sinh), nh trong
American Association of Revitalizing People (Hip hi nhng ngi hi sinh M).
Hy ch trng vo vic gio dc v nhng thay i s xy ra trong cuc i bn sau nm mi
nm u i. (Ch ngh ca chng ti: gip cho na cuc i cn li ca bn).
Cc mc tiu thay i. tui 21, ngi ta mun mt vic lm vi mt tng lai, mt vic lm
c th mang li danh vng v tin bc. tui 50, tui thch hp gia nhp AARP, ngi ta c
th mun mt cng vic vi mt mc ch l c th to ra s khc bit v tm kim s hon
thin mnh.
Con ngi ta ang sng th hn. tui 21, mt ngi c th d kin lm vic trong 29 nm
trc khi tr thnh thnh vin AARP. Th nhng, tui 50, ngi ta vn c th sng thm 34
nm na. Nu bn c th sng n 50 tui, bn vn cn trung bnh hn phn na i sng
trng thnh ang ch bn.
Con ngi ta ang lm vic lu hn. Mt nghin cu gn y cho thy 40% d nh s tip tc
lm vic kim tin sau khi v hu. 40% khc th c nh tham gia vo cc cng vic tnh
nguyn.
Chng ti cng ngh mt ci tn mi cho t tp ch ca AARP, Modern Maturity (Ai mun tr
trn chn chn?). ngh ca chng ti: Act II (Hi II).
Cng th v l gn y, AARP pht hnh tp ch Modern Maturity bng ting Ty Ban Nha vi
mt ci tn y n tng, Segunda Juventud, hay l second youth (tui tr th hai) bng
ting Anh.
(Hin ti, ngi lnh o mi ca AARP l mt ngi lm PR k cu, c l hi s lm mt s
bc theo hng ny trong thi gian ti.)
Gii php cho mt vn PR lun lun l s tp trung vo mt kha cnh n gin v duy nht.
Nhng cn phi c can m quyt nh lu di u l kha cnh duy nht tp trung
85

vo. Hip hi Ung th M qung b v by du hiu nguy him ca bnh ung th, nhng liu c
bao nhiu ngi c th nh d ch l mt du hiu?
Xy dng li thng hiu Heart
Hi Tim M cng gp tnh trng tng t nh AARP v Hip hi Ung th M. Tt c mi ngi
u bit n Hi ny nhng khng ai bit n i din cho ci g.
Hin ti, Hi Tim M ang qung b v (a) ba du hiu bo ng ca mt cn au tim, (b) nm
du hiu bo ng ca chng t qu, (c) nm nguyn tc c mt tri tim khe hn. Ngoi
ra, hi cng qung b v (d) nm du hiu bo ng bt thng ca mt cn au tim ph n.
Bn th k ra mt bo ng xem.
Tri tim l g? Trong thn thoi, tri tim l trung tm ca tnh yu v s lng mn. Trn thc t,
tri tim l mt ci my bm. My bm l ci khng th thiu trong mi c cu hot ng t con
ngi, xe hi cho n my git. Xe ln v my git ln th cn my bm ln. Xe nh v my git
nh th cn my bm nh.
Mt trong nhng vn v sc khe ln nht M hin nay l chng bo ph. Theo ngi
ng u c quan y t ca M, 61% ngi trng thnh c trng lng qu kh; 27% l bo
ph. Nhng nhng ngi qu kh th khng th i n tim sa xe c mt ci bm ln hn.
(C hn 300 ngn ngi cht mi nm do cc chng bnh lin quan n trng lng gy ra.)
Mt trong nhng nguyn tc c mt tri tim khe hn l duy tr mt trng lng thch
hp. y l tng duy nht m chng ti tin rng Hi Tim M cn tp trung vo. Bi v trn
thc t khng c mt t chc sc khe no khc tp trung vo vn bo ph.
Xy dng li thng hiu Bacardi
Barcadi l mt thng hiu khng cn phi xy dng li. y l loi ru mnh c doanh thu
ln nht M v nh th trong hai mi nm qua. (Khng ch l loi ru rum c doanh thu
ln nht, m cn l loi ru mnh c doanh thu ln nht.)
Cu hi l, liu Barcadi c th tr nn thnh cng hn na khng? Chng ti ngh l c.
Loi rum c in l rum pha vi Coke, l loi chim phn na lng rum c tiu th M.
Nhng nh bn c th d kin, Barcadi chi phn ln ngn sch tip th c m rng
thng hiu. No l Rum martinis, rum pha tonic, rum pha nc cam, rum pha nc thm v
nc da, rum pha nc chanh v ng p lnh.
u l chin lc PR m bn mun s dng qung b cho rum Barcadi?
Chng ti ngh Barcadi nn thu hp din tp trung li. Quay tr li loi thc ung lm cho
n ni ting. Quay tr li qung bo cho rum v Coke.
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Ti pht hin c may l mt thuc tnh ht sc hu ch i vi mt ngi lm PR. Ly trng

hp Cuba Libre l tn ca mt loi thc ung c pha vi rum v Coca-Cola v nc chanh.
Thc ra, Barcadi tuyn b rng Cuba Libre c sn phm u tin vo nm 1898.
Cuba Libre cng l mt li hiu triu l tng cho mt cng ty ru b ht khi Cuba hi
nm 1959 khi Castro ln nm quyn.
C hng trm cch dng Cuba Libre trong mt chin dch thng tin i chng. Chng hn
c th gi Cuba Libre l mt loi thc ung pha ch duy nht va th hin ci gu va th hin
quan im chnh tr ca bn.
Xy dng li thng hiu MARTA
i khi mt nh chin lc PR s cn phi a thm vo mt tng hon ton mi cho
thng hiu. Chng ti sng Atlanta, mt thnh ph c nhiu im tt nh i, cy c, cc
doanh nghip ang pht t v mt phi trng ln. Duy ch c mt th khng tt y l vn
giao thng.
gii quyt vn giao thng, chng ta c MARTA (Metropolitant Atlanta Rapid Transit
Authority C quan ph trch vn chuyn nhanh). Th th chin lc PR m bn c th dng
lm cho ngi ta ra khi xe hi v chuyn sang xe but hoc xe la l g?
Nhiu vn x hi khc cng tng t nh vn i li ti Atlanta. Vn ma ty, ru v
chng bo ph. Ngi ta u bit tt c l do h khng nn s dng ma ty hay ung qu
nhiu hay n qu nhiu, nhng h vn c lm.
Ngi ta cng bit l do khng nn li xe hi i lm, nhng h vn c lm. Cc chng trnh
qung co thng thng ch t ph tin, v cc chng trnh PR da trn cc ti qung co
thng thng cng chng mang li li ch g.
Sau khi ngh v vn ny, y l nhng g chng ta c th lm. Trc tin, cn tch xe but ra
khi xe la. Thm ch tt hn l t cho xe but mt ci tn khc v dnh ci tn MARTA cho
xe la.
Xe but khng chnh xc l mt loi xe vn chuyn nhanh. Hn na, i vi mt ngi s hu
xe hi, l i tng chnh ca chin dch, th mt ngi i xe but l ngi khng mua ni mt
chic xe hi. Vic chuyn t xe hi sang xe but chng khc no hnh nh b xung cp, cho nn
rt kh thuyt phc.
Tp trung vo xe la MARTA. Thu hp din tp trung l mt tng tt cho bt k chng trnh
tip th no. N mang li cho bn mt ci g hu hnh. (Nhiu cng ty tip th nhiu sn
phm hay dch v a dng nhm mang li cho khch hng nhiu c hi la chn hn. Tuy

87

nhin, cch lm ny thng s lm suy yu i tim nng thng tin i chng i vi cc sn

phm ca h.)
Lm th no chng ta thuyt phc nhng ngi ngi sau tay li Mercury, Mercedes, v
Mitsubishi chuyn sang i cc phng tin cng cng ca MARTA? C th l lm th no
chng ta thuyt phc h chuyn sang MARTA nu nh h bit r nhng li ch khi lm nh
vy? (Ch c 4% ngi i li Atlanta dng xe la MARTA. V 78% ngi i li bng xe hi ch i
mt mnh).
Hy h th i xe la MARTA. (Bn khng bn mt thc ung mi bng cch ni rng n rt
ngon. Ngi ta cn phi th trc .)
Cc ngy th hai MARTA l tng ca chng ti. Mi th hai, h ai i xe la cng u c
min ph. Mi tun mt ln, MARTA nn cho khch hng tim nng i th xe la h bit mt
bao nhiu thi gian, mc tin nghi, phi mt bao xa n trm MARTA gn nht, v.v
Mt h thng c chi ph c nh cao, nh h thng ng st, l l tng cho i th min
ph. Thc ra chi ph cho vic chuyn ch thm ngi l khng ng k. MARTA ch b mt tin
i vi mt s ngi i xe la thng xuyn ch khng mt tin i vi nhng ngi mua
v tun hay v thng. Mi tng tt u bao hm mt cht hy sinh.
Liu c kh nng MARTA s thc s chp nhn tng cc ngy th hai MARTA? Khng c
nhiu ha hn lm. Ci g? Cung cp min ph dch v ca chng ti ? Hy qun i.
(Mt con lc chui qua l kim cn d hn mt tng t ph i vo vng quc ca mt
doanh nghip ln.)
ip m, ip khc, v vn iu
Nu bn mun thng hiu ca bn c nh n, ip m, ip khc v vn iu cn phi
c vn dng. Khu hiu MARTA Mondays (cc ngy th hai MARTA) th hiu qu hn nhiu
so vi MARTA Tuesday.
Lch s ch ra rng cc khu hiu bit s dng mt trong nhng k thut tng cng tr nh th
c th sng rt lu.
Fifty-four or fight.
Loose lips sink ships.
To be or not to be.
Shop till you drop.
He who laughs last, laugh best.
88

 Toys for tots.

Liar, liar, pants on fire.
Debbie Does Dallas.
13. XY DNG TIN CY CA BN
i khi thng tin i chng tr nn v dng k c khi chng gi ng tn bn.
Th khi no th thng tin i chng tr nn hu ch? l nhng mu chuyn, cc bi bo, cc
bi chuyn gip xy dng tin cy ca bn.
Mt bi cp n nc tng lc Red Bull nhng nu khng cp n v tr dn u ca n
th c th gy bt li cho thng hiu. Mt bi ni v s an ton ca xe -t nhng li khng
cp Volvo l hiu xe an ton hng u th c th to nh hng xu i vi thng hiu.
Mt khc, mt cu chuyn c tnh tch cc gip thng hiu thit lp v th dn u trong
ngnh cn ng gi hn vng.
l l do ti sao bn khng th o lng thng tin i chng nh i mua qung co. iu m
ngnh PR gi l gi tr qung co tng ng chng c ngha g. Mc tiu ca mt chng
trnh PR (xy dng mt thng hiu) l iu m, ngoi tr mt vi trng hp c bit, qung
co khng c kh nng thc hin. Lm sao bn c th nh ng hai hot ng ny c? Lm
vy chng khc no em so snh mt my bay B-52 vi mt s lng b binh tng ng.
Tuy nhin, mt s cng ty vn cho rng chng ngang nhau. C mt cu chuyn loan truyn rng
hng truyn hnh CBS pht qung co min ph cho Dr Pepper m bnh thng phi tn
khong hai triu -la n b thit hi v mt cu nhn xt ca David Letterman. (ng ny
v thc ung chng khc no th nc cng rnh.)
Khi mun xc lp v tr dn u, iu ht sc quan trng l tn dng cc phng tin truyn
thng em li cho thng hiu ca bn mt tin cy m n cn. Vic thng hiu xut
hin trn cc bo hay tp ch hay truyn hnh l cha , mc d iu ny c th hu ch.
iu tuyt i cn thit l vic tuyn b v tr dn u phi do chnh gii truyn thng xc nhn.
Cu chuyn Datastream
Chng ti gip Datastream, mt cng ty phn mm bo tr ct cnh. Mt trong nhng ngh
ca chng ti l in mt biu v th phn v gi n i km tt c cc thng co bo ch.
Biu ny s lm ni bt v tr dn u ca Datastream. Th phn ca n cn ln hn c th
phn ca mi mt i th cnh tranh cng li. Hn na, cc biu nh th ny s khin cc
khch hng tim nng nn ch khng cn mun cn nhc la chn mt trong nhng thng
89

hiu yu hn. Nu h nh cn nhc mt torng nhng thng hiu nh hn, h s phi xem xt
tt c v iu ny xem ra qu rc ri. Cch tt nht l chn thng hiu ng u, Datastream.
Nhng liu c khch hng tim nng v bo ch c bit Datastream l cng ty dn u? Hon
ton khng. Hi nm 1993, c 150 nh cung cp nhng ch bn c 27.700 sn phm phn
mm bo tr trong khi tim nng th trng c th ln ti 250.000-750.000 sn phm. Tc l
mc xm nhp th trng ch t 4%-11%. (V thm ch t l ny ni hi qu.)
Datastream tin ln thng tr th trng phn mm bo tr, mt v th m cng ty hin
ang gi.
Cu chuyn Starbucks
Mt trong nhng cch tt nht cy dng v tr dn u l tr thnh thng hiu u tin
trong mt loi sn phm mi. Starbucks l qun c ph theo phong cch chu u u tin. Hn
th na, cc qun c ph Starbucks thng thu ht gii tr, dn thnh th v gii choai choai.
Mt cch t nhin, gii truyn thng u tn dng n c v mt tng v khch hng.
By gi tht kh tung ra sn phm mi thng qua qung co bi v khch hng khng thc
s quan tm nh thi gian trc y, h cng khng tin tng vo thng ip t qung co,
Howard Schultz, ch tch kim ngi sng lp Starbucks, ni. Khi ti nhn vo chi ph qung
co, iu khin ti ngc nhin l ngi ta vn c ngh l n c kh nng hon vn u t.
Mt vi khch hng ni vi chng ti rng h khng phi l Starbucks, h khng c
cappuccino, latte, hay bt c mt loi sn phm th v no khc ni n. y qu l vn
ph bin hin nay.
(Tr li thi k xe -t c gn my radio t tin, mt s ch xe khng mun chuc phin toi
bng cch dn bng ghi khng c radio bn trong knh chn gi. Sau khi ngi ny tr li th
pht hin ai p v ca xe v ghi ln dng ch hy tu mt ci.)
Chng l khng c mt sn phm no th v ni n sao? Tu mt ci. y l cng vic ca
mt nh chin lc PR ngy nay. Hy tm kim mt tng c th thu ht s ch ca thng
tin i chng, nhng phi c chn lc. Thng tin i chng s xy dng mt thng hiu.
Thit lp mt loi sn phm mi
Khng cn phi l sn phm mi gy chn ng. PowerBar l loi bnh tng lc u tin.
Heineken l loi bia nhp khu gi cao u tin, Razor l loi xe scooter cng ngh cao u tin.
Khi thng hiu ca bn i din cho mt loi sn phm mi m n thu ht c s quan tm
ca gii truyn thng, sc lan truyn ca n l v cng mnh lit. Khi Polaroid gii thiu my
nh chp ly lin, Tin s Land v my nh mi ca ng xut hin trn trang ba ca tp ch

90

Time, cc chng trnh tin tc trn truyn hnh v mi phng tin truyn thng quan trng
khc. Qu tht, thng tin i chng lm nn tn tui ca Polaroid.
Khi Xerox gii thiu my photocopy trn giy trn ln u tin, tnh hnh cng xy ra tng t.
Thng tin i chng xy dng thng hiu, ch khng phi qung co.
Vai tr v chc nng thch hp ca qung co l sau khi sn phm c th trng bit n.
Sau khi thng hiu c thit lp, sau khi thng hiu to c nim tin trong tm tr
khch hng tim nng, bn c th s dng qung co tng cng v lm cho ngi ta nh
n. Qung co v nh mt lc lng b binh theo sau mt cuc tn cng bng xe tng hay
my bay. Bn chng bao gi tung ra mt cuc tn cng qun s ch vi mt mnh b binh. Vy
ti sao bn li tung ra mt cuc tn cng tip th ch vi mt mnh qung co?
Cu chuyn Miraclesuit
C nhng thng hiu khng c mt tng PR no c, n ch l mt sn phm hay dch v
bnh thng nh mi sn phm khc. Vi gii qung co, iu khng thnh vn . Nu sn
phm khng c g th v th iu m khch hng cn l mt chng trnh qung co th v bng
s sng to. (Chng ti khng ngh s sng to trong qung co c th mang li hiu qu.)
Tuy nhin, nhng ngi lm PR phi b sung mt th g cho thng hiu nhm khuy ng
thng tin i chng. PR chnh l ngnh i hi tnh sng to.
i khi bn c th lm c iu g ch vi cu ch m thi. Nm 1992, A&H Sportwear
tung ra b bi dnh cho n vi loi thun a chiu cho php s co gin ti u (cc loi bi
khc ch c th co gin theo mt chiu duy nht). B bi ny mang ci tn tht n tng,
Micalesuit (b k diu). Nhng chnh l hng PR Burson-Marsteller din t thnh li
nhng u th ca thng hiu. Bn c v gim c nm k trong 10 giy (Ch mt 10 giy
mc chng vo.)
Khng h qung co, ch duy nht thng tin i chng lm cho thng hiu Miraclesuit tr
nn thnh cng. Cho d b bi ny bn gi cao hn t 20%-25% so vi cc thng hiu
khc, Miraclesuit tr thnh thng hiu s hai trn th trng ch sau Nautica.
Mi nm sau, gi y khi thng hiu c thit lp, v khng cn xa l vi cng chng
na, c th y l thi im chuyn Miraclesuit t con nga PR sang mt con nga qung
co. V chin lc qung co dnh cho Miraclesuit l g? Bn c v gim c nm k trong 10
giy.
Th bn ngh liu c bao nhiu kh nng mt hng qung co cho Miraclesuit trong tng lai s
chu s dng chin lc nu trn? Khng c cht kh nng no c. Kinh doanh qung co tp
trung vo tnh sng to, tm kin s mi m v s khc bit. T kinh nghim c nhn, chng ti
bit rng tht l kh i vi mt hng qung co mi tip nhn mt tng c to ra bi
91

mt hng trc . V cng kh khn hn mt cng ty qung co tip nhn mt chin lc

do mt cng ty PR pht trin. gi l nhn t NCH, not created here (khng do ni y sng
to).
(C mt vai tr v chc nng cho qung co, nhng khng da trn s sng to. N da trn s
s dng tng ca ngi khc (plagiarism). Trong tng lai, cc hng qung co s cn phi
xy dng cc chin dch lm tip s dng cc tng v hnh nh m cc chin dch PR
gn vo tm tr khch hng tim nng.)
14. TRIN LM THNG HIU CA BN
Sau thi k t mt doanh thu m m, The Red Tent, cun tiu thuyt u tay ca mt tc gi
khng ting tm (Anita Diamant), c ln k hoch bn lm bt giy. Ngi ta ngh gi mi
cun sch l mt -la cho lng sch cn tn ng nhng Diamant ngh nh xut bn gi
s sch tn cho cc gio s Do Thi gio. (Cun sch tiu thuyt ha cuc i ca Dinah, ch
gi duy nht ca Joseph, ngi c chic o khoc nhiu mu.)
Vic lm y c tc dng. Hai nm ri sau khi cun sch pht hnh, The Red Tent tr
thnh cun sch bn chy nht, khong hai triu bn ba mm c bn sch v HolyWood
mua bn quyn cun sch.
To Dance with the White Dog (khiu v vi ch trng), cun tiu thuyt ca Terry Kay, chm lm
trong su nm Nht. Sau , ngi qun l mt ca hiu sch mt thnh ph nh Nht
rt thch cun sch ny v vit mt bi im sch gii thiu rng ri cho khch hng khi
h ving thm hiu sch ca ng.
Kt qu l ca hiu bn c 471 bn ch trong vng mt thng, mt con s ng kinh ngc
i vi mt hiu sch nh. Sau , mt nhn vin bn hng hai mi ba tui ca nh xut bn
Nht thuyt phc sp ca c phn pht bi im sch vit tay i khp nc Nht. Cc
bo i ngay lp tc a tin v cun sch ny, v ti na triu bn c in ra Nht, gp
i con s c bn M k t khi White Dog (ch trng) xut bn ln u tin vo nm
1990.
Mt tia la nh khi ng c mt chng trnh thng tin i chng dn n na triu cun
sch c bn sch ? Hn ri v iu ny lun xy ra. Nhng khng may, khi thng hiu
tr nn ln v ni ting, khi thng hiu ln ti nh cao ca s thnh cng, gii qun l c
khuynh hng xa i con ng a n ln cao. H v vt rng n sinh ra nh cao ri
hay t nht l n t ti bng chnh cng lao ca n. Nhng s thc l n khng tht tia
la nh khi ng c mt chng trnh thng tin i chng dn n na triu cun sch
og 9 ch trng) in v cun sc t ti nu khng c thng tin i chng ng h.

92

To c bi bo ch cht
Trong PR ngy nay, mt trong nhng chin thut hiu qu nht l to ra mt bi bo ch cht.
y l mt bi bo mang ni dung tch cc trn mt t bo (hay knh truyn hnh) ch cht c
th h tr cho ton b chng trnh PR.
Ngy 28-4-1997, trn trang nht ca phn Th trng ca t Wall Street Journal ng ti
mt bi di v pizza ca Papa John.
Khu hiu ca Papa John l thnh phn tt hn, pizza ngon hn.
Thay v nc st c lm t cht lng c c th nc st ca Papa John c lm t nho chn
v c chua ti. Thay v dng nhiu loi ph mt, y ch dng duy nht ph mt mozzarella.
Thay v dng bt ng lnh th Papa John dng bt ti, v y dng nc tinh khit thay cho
nc my nho bt.
Sau vi thng, ni dung ca mt bi bo ch cht thng s c pht tn vo nhiu bi bo
khc. Khng c nh bo no vit v Papa John m qun khng kim tra trc v nhng g m t
Wall Street Journal vit v cng ty ny, v nh c Internet m vic kim tra trc ny rt d
dng.
iu ct li mang li s thnh cng ca Papa John l g? khng ch l s phi by cc li ch
ca sn phm (pizza ca Papa John c nhng li ch g m cc loi pizza khc khng c). iu ct
yu ca cu chuyn ny l pizza ca Papa John l loi pizza ho hng u tin. Nhng li ch ca
sn phm cng c cho v th ho hng y. Nhn t u tin gip cho Papa John chin
thng trong cuc chin thng tin i chng. Bn khng th tr nn ni ting nu bn khng l
ngi u tin trong mt lnh vc.
Trin khai mt thng hiu bnh rn
i khi phi mt thi gian mt cng ty mi tm c mt th g tr thnh ngi u
tin. Industrial Luncheon Services c thnh lp vo nm 1946 l mt cng ty cung cp thc
phm. Hai nm sau, cng ty c khong 200 xe ca hng n ung lu ng, 25 qun n t phc
v cc nh my v mt trm bn hng bng my bn hng t ng. Khi ngi sng lp cng
ty William Rosenberg nhn vo doanh s bn hng, ng nhn thy rng 40% doanh thu t cc xe
bn hng lu ng l c ph v bnh rn. iu ghi nhn ny chuyn mt cng ty cung cp
thc phm khu vc thnh cng khim tn thnh mt thng hiu ton cu.
Rosenberg bn tp trung li bng cch m mt ca hng c ph v bnh rn m sau cng c tn
l Dunkin Donuts, mt ca hng bnh rn u tin cho php khch hng thng thc ti ch.
Ngy nay, Dunkin Donuts l chui ca hng c ph-v-bnh rn ln nht th gii, vi gn 5.000
ca hng M v 35 quc gia khc. (Cc hot ng khc u b dp b.)
93

Sau , l n lt Krispy Kreme, l mt loi bnh rn nng nht hin nay. Krispy Kreme tp
trung vo loi bnh rn ph bng mt ngoi, a n vt ln dn u bng mt cn lc thng
tin i chng.
Ngay trc khi m ca hng Krispy Kreme ngoi Phoenix, Cnh st trng Joe Arpaio,
ngi t gn cho mnh l vin cnh st trng d dn nht M, hi liu ng ta c th l
khch hng u tin hay khng. Krispy Kreme hoan h chiu lng ng Arpaio, nhn vt tr
nn ni ting khi yu cu cc t nhn ca ng mc qun lt mu hng.
Ngi cnh st trng n bnh rn trc my quay truyn hnh v ri nhm nhom bt ra
mt cu tuyt ho: Bnh rn ny ngon ti mc bt hp php.
Krispy Kreme cng lm cho thng tin i chng si ng hn khi ln u tin c c phiu pht
hnh ra cng chng vo thng 4-2000. Vic pht hnh c phiu cha bao gi tt p n th.
Trin khai mt k hoch bn c phiu ra cng chng thng l mt bc i PR rt tt i vi
mt thng hiu ang ln.
Khi no bn khng cn phi l ngi u tin
Cuc i thng khng cng bng. Bn khng th tr nn ni ting nu nh bn khng phi l
ngi u tin lm mt iu g . Nhng khi bn ni danh ri, sn phm ca bn cng
khng cn phi l u tin thu ht s quan tm ca thng tin i chng. Hy nhn vo hai
sn phm ca Microsoft l tr chi Xbox v h iu hnh Windows to nn ln sng hng
ng mnh lit t thng tin i chng nh th no.
Ly v d hng PR Edelman gp phn mang li hng trm cu chuyn v Xbox trn bo ch
trc khi qung co bt u c tung ra. Chin dch ny thnh cng ngoi mong i khi m
ch trong vng hai tun Xbox l tr chi in t c doanh thu ln nht.
Ti sao chng ti khng nhn c s hng ng nh Microsoft? Mt vi khch hng hi
chng ti nh vy. n gin v bn khng phi l Microsoft, chng ti tr li. Thng tin i
chng cng ging nh tin bc. Ngi ngho th cn nhng ngi giu th khng. Nhng ai l
ngi d kim tin? Ngi giu. Vy ai l ngi d thu ht c thng tin i chng? l
nhng cng ty khng cn n n.
Nu bn , bn s thy s bt bnh ng ny trn cc tiu ca bo co Microsoft khai
ph vng t mi: Nim vui l tiu ca bi vit v Xbox trn t New York Times. Nhng cu
chuyn trn t Wall Street Journal khng ni B quyt ca Papa John l khu v, m l B
quyt ca mt hng pizza l khu v, (Papa John khng ni ting c th a n ln u
).

94

Ln v xung ni
V c bn, PR l mt tr chi gm hai bc: (1) ln ni, v (2) xung ni.
Khi bn xy dng thng hiu, l bn ang c y n ln n nh ni truyn thng i chng.
Bn khng khi u ngay ti nh, cng khng d dng tro ln.
Khi bn ln ti nh ri, khi thng hiu ca bn t tm c ln nh Microsoft, khi
chin lc ca bn cng phi thay i. Bn tr nn kn chn. Bn khng l ngi thc hin cc
cuc gi na m bn ch nhn chng thi. Bn t chi nhiu ngh ca gii truyn thng v
ch chp nhn t thi. Chin lc ca bn l khng a tin v thng hiu na m chuyn sang
bo v thng hiu khi cc thng tin i chng tiu cc.
Trn con ng ln ni, chin lc ca bn l trin khai thng hiu. Hy n ly bt c th
g m gii truyn thng mang n cho bn, thng thng s khng phi l mt cu chuyn
trn truyn hnh hay trn mt trong nm t bo ln nht. Thng th bn phi xut pht t cc
t bo nh, t ting tm v sau trin khai cu chuyn vo trong cc phng tin truyn
thng quan trng hn.
Cc thng hiu c th leo ti nh thng l nh thng tin i chng gip sc y n ln. C
th l mt sn phm tt, nhng nu khng c thng tin i chng th n s khng l g c.
Khi bn ang n lc y thng hiu ca bn ln ti nh truyn thng i chng, th mt tng
gim c danh ting s cc k hu ch. Thng hiu kem ni ting Ben & Jerrys gi ny ang
u nu nh khng c Ben Cohen v Jerry Greenfield? Hai nh doanh nghip lp d ny to
nn tn tui ca Ben & Jerrys nh ngy nay.
Khng ging nh cc chng trnh PR, thng l khi u kh khim tn, cc chng trnh
qung co bt buc phi da trn cc tng bng n. Hy chng ti tung chin dch ny
ra bng mt lot qung co mnh m nht t trc n nay cha c bt k cng ty no bt
c u trn th gii to ra c l l khu hiu ca gii qung co.
Bn khng th trin khai mt chin lc bng n nh vy vi mt chng trnh PR. Mi thng
hiu u cn mt lch trnh ca ring n. Thng thng thng hiu ca bn cn c ni n
trong cc phng tin truyn thng nh trc, sau chuyn ln (hay trin khai) n cc
phng tin quan trng hn.
Cn phi c mt qu thi gian cho cc n lc PR c th mang li cc kt qu nh mong i.
S thiu nhn ni d dng git cht cc tng PR tt hn c vic trin khai ti. tng cng
tt hn th vic ghi khc cc tng vo trong tm tr ngi ta cng lu hn. N mi, n
khc l, th ngay lp tc n to ra s hoi nghi. Gii truyn thng i khi cng c thi hoi
nghi nh ngi tiu dng.

95

Xy dng thng hiu nh v

tng nh v m Jack Trout v ti khai ph i t mt n phm thng mi nh
(Industrial Marketing) sang mt n phm thng mi ln hn, quan trng hn (Advertising
Age), v sau l n Wall Street Journal.
Lu rng Wall Street Journal nht cu chuyn ny t mt n phm thng mi, nhng s
khng ng ti cu chuyn nu nh n xut hin trn t New York Times, Time, Newsweek
hay bt k tp ch tiu dng ni ting no khc.
Bn ng liu lnh vi phm tn ti trt t ca gii truyn thng. Ly v d, Wall Street Journal
s khng ng cu chuyn xut hin trn USA Today. Ngc li USA Today c th ng cu
chuyn ny khi n xut hin u tin trn Wall Street Journal.
H thng truyn hnh khng bn tm l ti xut hin u. H ch bn tm vo phm
cht ca ngi pht ngn v liu cng chng c thch cu chuyn hay khng. l l do ti
sao mt lot tin bi trn bo in l s khi u l tng cho vic xut hin trn truyn hnh.
Mi chng trnh xut hin trn truyn hnh m chng ti lm (CBS Early Show, NBC Nightly
News, ABC World News Tonight, CNN, CNBC, v.v) u c kch hot bng cc bi trn bo
in trc .
Khng ai c bo nhiu nh chnh nhng ngi lm bo. Lm sao m bo chng ta khng c
c cu chuyn ny? y l mt cu hi in hnh m mt bin tp vin c th hi. Hy tm
mt kha cnh mi v vit mt bi v chuyn ny vo tun ti.
Chnh nhng mi lin h nay l ct li cho vic trin khai chin lc. Bn cn phi cn nhc cn
thn cc t bo no thch nhng tng mi v cc t bo no s ng ti cc cu chuyn ch
sau khi chng to c tin cy trong nhng phng tin truyn thng khc.
Tuy nhin ci g cng c ngoi l. Nu bn c mt thng hiu mnh gii truyn thng
tung h xut pht t chnh sc ht ca n, th bn c th pht hnh cu chuyn ng thi
trn tt c cc phng tin truyn thng. Viagra, loi thuc theo toa tr chng ri lon cng
dng u tin, l mt cu chuyn thuc loi ny. Tuy nhin trong lch s tip th, cha c
nhiu thng hiu to c sc ht nhanh nh Viagra.
Xy dng thng hiu Mustang
Khng c ngnh cng nghip no ph thuc vo qung co nhiu nh ngnh cng nghip xe t. Nm ngoi, by trong s mi ba ngn khon qung co ln nht l dnh cho cc thng
hiu xe -t (Chevrolet, Dodge, Toyota, Ford, Nissan, Chrysler, v Honda). Cc thng hiu ny
b ra bn t -la cho qung co, mt khon tin tin hnh mt cuc chin tranh nh.

96

By thng hiu ny bn c 11.108.832 chic xe hi nm ngoi, v mi xe bn ra trong

by thng hiu ny tn 359,12 -la cho qung co.
Th bn c nh bt k mt tit mc qung co sn phm xe -t no khng? V c bit, bn
c nh bt k tit mc qung co no khin bn i v thng hiu xe -t m bn mun
mua? Hu nh chng ai nh c.
Mc d c chi ph khng l nh vy, nhng qung co vn ch ng vai tr nh b trong vic
bn xe -t. Ngi mua b nh hng hn rt nhiu bi s ho nhong ca chng trn ng
ph, s truyn ming t nhng ch xe, tin tc trong mc xe -t trn cc t bo hng ngy,
v.v
Bn phi li li tut ti nm 1964 mi tm ra mt thng hiu xe -t c gii thiu ng
cch, Ford Mustang. Cc tin tc v Mustang, loi xe th thao u tin hng n nhng ngi
khng thch li xe th thao, c tit l cho cc phng tin truyn thng gn mt nm
trc khi n c gii thiu chnh thc (xy dng chm ri).
Su thng trc khi tung ra, Lee Iacocca mi mt s k gi danh ting n xem xe. Tp thng
tin cho bo ch c gi n hng ngn t bo v tp ch. Hai trm DJ (ngi chnh nhc)
bay n li th xe v sau c mn cc chic Mustang trng trong mt tun.
Cui cng vo ngy 13-4-1964, bui gii thiu chnh thc Ford Mustang din ra kt hp vi
l khai trng gian hng ca Ford Hi ch Trin lm Th gii ti New York. Ngay sau bui l,
mt nhm k gi li nhng chic xe xut xng u tin t New York ti Detroit.
Thng tin i chng c to ra l ngoi sc tng tng. Iacocca v hnh nh chic xe
Mustang xut hin trn trang ba ca t bo Time v Newsweek trong cng tun l , iu
cha tng xy ra trc .
Doanh thu cng ngoi sc tng tng. Ch mt c bn thng bn c 100.000 chic. Hn
400.000 c bn trong nm u tin. Ch trong vng hai nm, s xe sn xut ra ln n
hng triu cng vi ln sng hng ng mnh m ca thng tin i chng.
Mt lot sn phm mi, mt ngi pht ngn ni ting, mt cch xy dng thng hiu chm
ri, v thi im gii thiu sn phm gn vi ngy khai mc mt s kin quc t: y l nhng
yu t dn n thnh cng v thng tin i chng ca Mustang. Cc ngi sao khng phi lc
no cng ta sng trn thng hiu ca bn, nhng s hu ch nu bn hoch nh theo con
ng ny.
Liu Ford cng b ra mt ngn khon khng l cho qung co? Hn nhin ri. Nhng h c
cn n khng? C l l khng.

97

Qung co thng cng ging nh loi nc ba ch m mt tay cao bi gi vy dc ng

khi anh ta dn mt nhm ngi bng qua rng Grand Canyon.
Anh ang lm g vy? mt ngi trong nhm hi.
Ti ang xua ui my con voi, tay cao bi tr li.
Chng c ly mt con voi trong vng nm trm dm.
Tht l cng hiu, phi khng no.
Chng ti chc chn rng dn qung co lc nhanh chng ginh ly cng trng trong s
thnh cng ca Mustang. Khi doanh thu tng, qung co nhn ting khen. Nhng khi doanh thu
rt, sn phm nhn s ch trch.
15. XY DNG MT THNG HIU GIO DC
Cho d cc gii chc Harvard, Princeton v Yale c th khng chp nhn, nhng cc nh ch
gio dc ny tr thnh nhng thng hiu. Chng tr thnh nhng thng hiu nh th
no? D nhin l khng phi do qung co. Chng tr thnh nhng thng hiu danh ting
nh thng tin i chng mc d cc trng ny k hng h n lc thu ht s quan tm ca
thng tin i chng.
Mt s trng i hc c gng xy dng thng hiu bng qung co, c th l trng i
hc Adelphi thuc Long Island. Chin dch ca Aldelphi bao gm cc qung co nguyn trang
trn bo vi cc hng tt nh:
Harvard. Aldelphi ca Massachusetts.
C ai cn mt nn gio dc tt hn th ny?
C ba th m mi ngi nn c trc khi vo trng i hc: Cun Republic ca Plato, b
sch Asistotle ton tp, v qung co ny.
iu g xy ra? Aldelphi tr thnh Harvard ca Long Island? Mt cu hi ng ngn. Vic
xy ra tip theo l ch tch ca trng i hc ny b sa thi. Bn khng th xy dng mt
thng hiu bng qung co, vn ch ng tin cy nh cc cy tin on kp trong mt loi
bnh ca ngi Hoa.
T Fortune li l chuyn khc. Nu Fortune cho ng bi vit gi Aldelphi l Harvard ca
Long Island, th c th to ra mt tc ng ln lao ln s phn ca trng i hc ny. i
khi bn ch cn mt bi thun li trn mt t bo hay truyn hnh m sau bn c th s
dng lin tc trong cc bn in li bi bo, cc th in t trc tip, v n lc PR vi cc bo i
khc (to bi bo ch cht).

98

Cc cuc kho st lm g cho Quinnipiac

Ly trng i hc Quinnipiac lm v d. Mt trng i hc t nh Hamden, Connecticut,
vi mt ci tn rt kh c. Tuy nhin, hn mt thp k qua, s sinh vin theo hc tng t
1.900 n 6.000 v ngn sch tng gp nm, t 115 triu -la.
Cu hi: Lm sao Quinnipiac c th lm c iu ny trong khi s lng sinh vin ng k
theo hc ti cc trng ni chung u st gim? Tr li: Quinnipiac Poll (cuc thm d kin).
Khi John Lahey m nhn chc ch tch ca trng vo nm 1987, ng ta xc nh rng cn
lm cho cng chng bit n trng nhiu hn. V th ng tung ra Quinnipiac Poll, vi cc
cuc kho st v cc cuc bu c a phng v trn ton quc v cc vn nng hi khc,
sau di bom gii truyn thng bng cc kt qu thu lm c. Trong mi nm,
Quinnipiac xut hin trn khong 2.500 bn tin ca bo ch.
Trong nm 2000, trng Quinnipiac b ra 430.000 -la cho 44 cuc kho st, 15 trong s
ny lin quan n cuc chy ua vo Thng vin ca Hillary Clinton.
i khi mt cuc kho st nh vy c th ch ph tin, nhng trng hp 44 cuc kho st ny
l mt cch s dng hu ch ngun lc ca trng. Cc cuc thm d ny to c s ch
ca hng triu sinh vin tim nng, cc bc ph huynh v cc nh t vn chn trng i vi ci
tn Quinnipiac.
Khng ch l s lng ca cc cuc kho st, m cn l s kin tr trong vic thc hin cng vic
ny nm ny qua nm khc, lm li cho Quinnipiac. l nhng g t Quinnipiac Poll
vo trong tm thc ca th trng. (Gi y, trng ch vic tn dng ci tn tui thi.)
Thu hp s tp trung tr thnh ngi dn u
Cng cn lu cc trng i hc danh ting xy dng thng hiu bng cch i theo (mt
cch c thc hay khng) nguyn tc c bn ca PR: thit lp mt loi sn phm mi trong
bn l ngi u tin. Trng Cao hc Qun tr Harvard c bit n nh l trng chuyn v
qun l.
Bn cnh tranh vi Harvard khng bng cch lm cho ging Harvard, bn cnh tranh vi
Harvard bng cch lm cho mnh khc bit. Wharton, trng cao hc kinh doanh ca i hc
Pennsylvania, khng phi l trng Harvard ca Pennsylvania. Wharton dn u trong lnh vc
ti chnh, trng cao hc u tin ginh trc lnh vc ti chnh ny.
Kellogg, trng cao hc kinh doanh ca i hc Northwestern, khng phi l trng Harvard
ca Illinois. Kellogg l trng s mt v tip th, trng cao hc u tin ginh trc lnh vc
tip th ny.

99

Thc t, Wharton v Kellogg u khng chuyn bit ha cc lnh vc hot ng ny. C hai
trng u c nhiu chng trnh hc a dng v kinh doanh, nhng thnh cng v to ra
c nhn thc rng h l s mt trong mt lnh vc.
Thunderbird (tn chnh thc: American Graduate School of International Management) khng
phi l trng Harvard ca Arizona. Thunderbird l trng hng u v nghin cu quc t,
l trng cao hc u tin ginh trc lnh vc nghin cu quc t ny.
Thng tin lin lc c th lm c g cho Pace
Pace l mt trng i hc t m c ln chng ti c dp n lm vic, nm Manhattan vi
khong 10 ngn sinh vin. Nhng g ngi ta bit n Manhattan l ba ngnh: ti chnh, thi
trang, v thng tin lin lc. Ti chnh th c trng i hc Wharton. Thi trang th c
Vin Cng ngh Thi trang (cng t ti Manhattan). Cn li thng tin lin lc.
i hc Pace nn l mt trng thng tin lin lc. Manhattan l trung tm thng tin lin lc
ca th gii. Gn nh ton b th gii truyn thng u quy t v y, t cc knh truyn hnh
nh ABC, CBS, NBC, n cc tp ch ni ting New York Times, Wall Street Journal, Time,
Newsweek. C ch no tt hn cho mt trng hp thng tin lin lc?
Chng ti khng th lm nh vy, cc quan chc ca Pace ni. Sinh vin mun c nhiu ngnh
hc khc nhau. Theo quan im ca trng: Gn mt th k qua, nhim v ca i hc Pace l
to ra c hi thng qua vic gy dng v gio dc cho nhng ngi con ca New York.
C th nh th, nhng hu ht cc ngi con ca New York u mun c hc mt trng
ni ting vi hy vng danh ting c th mang li ting thm cho h.
Hy thnh tht. i vi bn, Pace ging nh l mt th nc st h ln, phi khng no? L ra
n phi tr thnh mt trng i hc thng tin lin lc ting tm.
16. XY DNG MT THNG HIU A L
Du lch l mt trong cc loi sn phm qung co nhiu nht. Khng ch l cc hng hng khng,
khch sn v cho thu xe, m cn l cc thnh ph, cc bang v cc quc gia b ra mt ngn
khon khng l qung co cho cc tin ch v cc im n ca h. Trong cc chuyn i ca
chng ti, chng ti thng bt gp nhiu c hi cho cc chin dch PR m c th lm cho
qung co tr nn khng cn cn thit na.
Cu chuyn Guatemala
Ly trng hp Guatemala lm v d. a s ngi dn M bit g v t nc Guatemala?
Khng nhiu, ngoi tr l mt nc ngho thuc khu vc Trung M. D kin ny khng
khin cho ngi ta phi i n .

100

Thc ra, Guatemala l mt nc giu v di sn. l trung tm vn ha ca ngi Maya, nn

vn minh tin tin nht ca c Bc v Nam M trc khi ngi Ty Ban Nha n y. Thm ch
ngy nay, 44% trong tng s 13 triu dn ca Guatemala l hu du ca ngi Maya. Nhiu
ngi trong s h vn cn ni cc th ng ca ngn ng Maya.
Vi cc rng ni cao trn 3.000m v mt nn vn ha gn nh khng thay i trong 500 nm
qua, Guatemala chnh l mt thin ng du lch. Tri di trn khp t nc Guatemala l
hng trm ph tch c sc ca nn vn minh Maya. Cc thnh ph, n i, nh ca, sn vn
ng, cc di tch ca mt qu kh rc r.
Guatemala c tt c nhng th m mt im n du lch tm c th gii ao c nhng li ch
c t du khch.
Mt chng trnh PR tp trung vo vn ha Maya c th ko du khch n Guatemala. Tuy
nhin, c mt vn . Mc d Guatemala l trung tm ca nn vn minh Maya, cc ph tch
Maya tri di qua Belize, El Salvador, ty Honduras, v nam Mexico.
Hn na, y c mt vn d khin ngi ta lm ln v bn cnh Guatemala, Belize, El
Salvador, Honduras th Trung M cn c Costa Rica, Nicaragua, v Panama.
Lm th no bn c th gii quyt vn lm ln ny? Bn s i tn nc t Guatemala thnh
Guatemaya. S thay i ny gii quyt c c hai vn . N ginh ly v th ca Maya v n
gip ni kt ngi Maya vi mt t nc cha ng cc tc phm ngh thut Maya rc r
nht. (N cng gii quyt c vn th ba. Mala trong ting Ty Ban Nha c ngha l ngi
ph n xu.)
Mt chin lc PR tt n cha mt cu chuyn. Phn ng t nhin ca mt phng vin l c
cu hi ti sao bn i tn nc thnh Guatemaya?
tng v ci tn Guatemaya ca chng ti c cng ng doanh nhn Guatemala n
nhn nhit lit. H cm thy n cn c th gii quyt mt vn chnh tr vi ngi ni ting
Maya, nhng ngi cm thy b c lp khi khi a s ni ting Ty Ban Nha. Liu vic i tn
ny s xy ra? C l l khng. iu ny cng ging nh vic chng c con chim ui seo no c
th chui qua c l kim.
Cu chuyn Peru
Mt t nc khc c vn v du lch l Peru. t nc Nam M ny vi 27 triu dn mi
nm ch thu ht khong 400.000 du khch. (Trong khi , Columbia mc d b tai ting xung
quanh vn ma ty nhng mi nm vn c khong hai triu du khch gh thm.)
y l mt iu k cc v Peru l t nc ca Machu Picchu, cng vi Taj Mahal v thp Eiffel
l mt trong ba im n du lch ni ting nht trn th gii.
101

C l Peru cn phi thay i t vic ch quan tm n vic qung b Machu Picchu sang qung
b c t nc nh mt tng th.
Nu iu duy nht Php thu ht du khch l thp Eiffel, liu c bao nhiu ngi c th b thu
ht bi nc Php? Khng nhiu lm. Nh vy ch mi thp Eiffel khng chp nhn cho
mt chuyn i ti Php.
Tnh hnh cng tng t i vi Machu Picchu. l mt di sn c sc, nhng khng cho
mt chuyn du lch n Peru.
Mt khc, mt t nc cn c s tp trung vo mt ni m c th thu ht c du khch. V
d Php c Paris. Khi bn n Paris, c nhiu ni bn ving thm k c thp Eiffel.
u l ni tng ng ca Peru? u l Paris ca Peru? Chng ti ngh l thnh ph Cuzco.
Khi bn n Cuzco, c nhiu ni bn gh thm k c Machu Picchu.
Liu Peru c th truyn b Cuzco nh l Paris ca Peru? Khng hn nh th. l mt ci tn
ti (nghe ging nh l mn trng ming ca hay t hn th) v cng khng c ngi ta bit
n nhiu. Hn na, ci tn nh vy khng cha ng ngha lch s ca thnh ph quan trng
ny.
Th ngha thc s ca thnh ph Cuzco l g? Cuzco tng l phn nh ng di sn ch thc
ca n, x s ca ngi Inca. ngh ca chng ti: Ciudad de las Incas.
Khi bn n Ciudad de las Incas, c nhiu ni bn ving thm, k c ch cn i trong ngy
n nhng ph tch rc r nh Machu Picchu.
C Ciudad de las Incas v Guatemaya u c th to ra sc ht i vi thng tin i chng v
gy c n tng ni du khch. Mt chng trnh PR to ra cc bi bo vn cha . Bng
cch ny hay cch khc, bn s phi a ra mt tng i su vo tm tr du khch tim nng.
Liu c kh nng Peru s s dng chin lc Ciudad de las Incas? Khng ln lm. iu ny cng
ging nh chng c mt con cu no chui qua c l kim.
Cu chuyn Panama
Panama, mt t nc Trung M khc, ni ting vi knh o cng tn, nhng vn l mt t
nc ngho vi thu nhp GDP bnh qun u ngi ch c 7.300 -la. Nn lm PR cho Panama
theo cch no?
Chng ti ngh rng Panama nn l t nc thng mi t do u tin trn th gii. Nh
knh o Panama t nc ny l a im l tng quy t v phn phi hng ha bng tu
b i khp th gii. Mc d Panama c cc khu thng mi t do, th nhng thu nhp

102

khu ca n thuc hng cao nht ca khu vc chu M La tinh, t 3%-50% (so vi mc thu ca
Mexico t 5%-20%).
Liu thu quan c phi l mt vn chnh tr? Hn nhin ri nhng bn khng th tch bit PR
ra khi chnh tr.
Bn cng khng th tch PR ra khi tip th. Mt khch hng ni, Chng ti lm tip th, bn
lm PR, l b qun mt ng gp quan trng nht m PR c th em li: thay i mt s
kha cnh ca sn phm hay dch v nhm pht trin thm tim nng thng tin i chng.
Cc cng ty thit k sn phm nhm tha mn khch hng. Him khi h xem xt n cc nhu
cu ca gii truyn thng. Nhng nu mt sn phm khng t c thnh cng v mt truyn
thng th s kh t c thnh cng v mt tip th.
Khi xy dng mt d n tip th cho khch hng, t khi chng ti khng xut cc thay i.
Mt s l thay i nh, phn ln l thay i ln. V s thnh cng ca thng hiu trong tng
lai c lin quan trc tip n nhng thay i chin lc hn l nhng h tr chin thut m
chng ti a ra.
Nu bn c mt chin lc ng n, bn c th gy ra nhng sai st v mt chin thut nhng
vn c th thnh cng. Ngc li, mt chin lc sai lm vi nhng chin thut tuyt ho vn
c th i n tht bi.
Xy dng mt thng hiu thnh ph
Chng ti gp nhng ngi i qung b du lch Sydney, c, ch ngay trc khi din ra
Olympics Sydney hi thng 9-2000.
Mi con mt u s hng v bn, chng ti nhn nh. y l thi im l tng tung ra
mt chng trnh PR nhm qung b Sydney.
Sydney l g? Nu bn c th tr li cu hi ny trong mt khi nim hay mt t duy nht, bn
c th li tng vo trong u ca hng triu ngi ang xem chng trnh Th vn hi
cng nh hng ngn phng vin ang a tin v cc trn u.
Cc thnh ph cn c mt v th tch bit vi v th ca t nc ca n. Paris l Kinh vnh
cu. Th Sydney l g?
Chng ti a ra bn tiu ch cho vic nh v Sydney:
1. phi l mt khi nim xc nh Sydney nh l mt thnh ph tm c th gii
cng vi London, Paris, Rome, New York v Hng Kng.
2. l mt khi nim c ng tin cy cao. Nhng ai bit Sydney khi nghe khi nim
s ni, Vng, Sydney l nh th y.
103

3. l mt khi nim c ch u ging nh ch u ca ci tn Sydney. Nh vy s d

nh hn.
4. l mt khi nim ph hp vi biu tng ca thnh ph, Nh ht Opera Sydney,
mt trong nm ta nh p ni bt nht th gii. (Bn khng th t b nhng g i
vo tm tr ca bn.)

Ch c mt tng tng thch vi bn tiu ch trn. n gin v r rng. V vi s h tr ca

Olympics 2000 c th a tng vo tm tr ca hng triu ngi ch vi mt khon chi
ph rt khim tn.

Sydney, thnh ph thanh lch nht th gii. (Sydney, the worlds most sophisticated city.)
Nu bn tng n Sydney, bn s thy cu ni ny khng ngoa mt cht no. Bn c th phn
i rng c, mt t nc xa xi ho lnh v y c su s khng hp vi hnh nh thanh lch.
iu ny hon ton ng.
Nhng thnh ph New York khng phi l nc M. V Sydney khng phi l c. Sydney l
thng hiu th hai, v cng ging nh nhng thng hiu th hai c cht lng khc, nn
c tch ra khi thng hiu th nht.
Trn bn , Sydney nm trong lng nc c. Nhng trong tm tr khch du lch, Sydney v
c l hai ni khc nhau. Sydney thanh lch nhng c th khng. Manhattan khng phi l
Peoria.
Xy dng mt thng hiu Bang
Chng ti tng lm vic cho bang Missouri nhm pht trin chin lc qung b du lch cho
bang ny. Minnesota c nhiu h (Vng t ca 10.000 h). Montana c bu tri (X s bu
tri). Missouri th c g?
Chng ti cho rng Missouri l bang c o trong tt c cc bang v n l ch giao nhau ca hai
con sng chnh ca M, sng Missouri v sng Missisippi. Missouri ng l bang sng nc.
Nhng lm th no gii truyn thng ni n iu ny. Khng d. Gii php ca chng ti l
mt cuc ua ca-n t u ngun ca sng Missouri ( Montana) n St. Louis, l im sng
Missouri chy vo sng Missisippi.
Mt cch ngu nhin khi y l l trnh (theo th t ngc li) m Lewis v Clark thm him
vo nm 1804. V th, gii truyn thng khng th ch a tin v cuc ua ca-n m cn ni v
cuc hnh trnh ni ting ca Lewis v Clark. (Nhng g m Olympics 2000 c th cng hin cho

104

Sydney, th k nim 200 nm ngy khm ph ra l trnh ny ca Lewis v Clark c th lm cho

bang Missouri.)
L t nhin, ngi chin thng s nhn gii thng ti cng vm ni nhn ra c hai con sng
trung tm thnh ph St. Louis.
Nu bn mun a sng nc vo tm tr du khch, bn phi a sng nc vo tm tr
gii truyn thng trc . Bn cng cn phi l ngi u tin.
Silicon Valley (Thung lng Silicon) San Jose, California, ni ting v c mnh danh l ci ni
ca ngnh cng ngh cao ca nc M. C khong 70 khu vc c gng chen ngang vo s
thnh cng ca n nh Silicon Beach (Florida), Silicon Moutain (Colorado Springs), Silicon Forest
(Seatle), Silicon Hills (Austin), Silicon Mesa (Albuquerque), v Silicon Desert (Phoenix).
Bn nh Silicon no? Silicon Valley, d nhin. Mi thng hiu cn c ngn t ring ca n v
khng th thnh cng bng cch u bm theo ngn t ca ngi khc.
17. XY DNG THNG HIU RU
Thng thng nguyn tc chung l PR xy dng thng hiu cn qung co c chc nng duy
tr thng hiu tuy nhin vn c nhng trng hp ngoi l. Altoids, Marlboro v Absolut l
nhng trng hp nh th. Hnh nh Marlboro vi chng cao bi lm thng hiu thuc
l ny tr nn ni ting. Hay nh qung co chai Absolut a Vodka Absolut ln ngi.
Nu nh qung co c th xy dng cc thng hiu nh Altoids, Absolut, v Marlboro, ti sao
qung co khng th xy dng c thng hiu ca bn? l mt cu hi hay v cu tr li
cng hay. l v cc sn phm nh ko, thuc l, v ru thng t c thng tin i chng
quan tm. Hn nhin l c nhiu bi khuyn ng n ngt, ng ht thuc l, v ng ung
ru, nhng hu nh chng c bi vit no ni v cc thng hiu ny.
Bn s chng bao gi nhn thy mt u no xut hin trn bo v mt sn phm thuc l
mi xut hin trn th trng c tn Marlboro Medium. i vi phng tin truyn thng
cng nh truyn ming, cc thng hiu thuc l chng khc no n hng ca thn cht.
Ru cng vy. Tuy nhin, tr mt trng hp ngoi l duy nht ca Jack Daniel, s th ca
gii truyn thng i vi cc sn phm ru v hnh trung li to ra c hi cho vic s dng
qung co xy dng mt thng hiu ru t u. Vic tung ra thng hiu Absolut vo
nm 1980 l mt v d in hnh. Mt kiu dng c bit, mt ci tn c bit, v qung co
cng c bit lm cho tn Absolut tr thnh tn ca ming ca dn nghin vodka. Absolut
tuyt ho xut hin trong qung co u tin to nn mt vng ho quang cho thng hiu
ny.

105

Absolut cng c mt chin lc tt. Stolichnaya, mt loi vodka ca Nga, vn ln thnh

thng hiu cao cp cnh tranh vi Smirnoff, mt thng hiu vodka hng u t lu. Th
nhng, vo thi im cao tro ca cuc chin tranh lnh hi u nhng nm 1980, Stolichnaya
di dt t b vai tr di sn ca Nga nhng ch cho mt sn phm khc n t Thy
in. Hn na, Stolichnaya khng phi l ci tn d c, nht l sau khi lm vi ly.
Skyy, mt loi vodka khc c gng tm cch s dng PR cho vic xy dng thng hiu ny.
T tng ca Maurice Kanbar, b quyt ca Skyy l mt quy trnh chng ct gm bn bc
to ra mt loi vodka 80 cn tinh khit n mc khng gy cm gic kh chu sau khi ung.
Thi im thn k ca Skyy l lc mt bi bo c ng ti trn trang nht ca t Wall Street
Journal ngy 31-10-1994 trong mc Thng trng vi u : Loi vodka khng gy kh
chu khin ngi ta nn nao. Skyy i tip tr thnh thng hiu ho hng ln th hai M,
ch sau Absolut. Hin ti, Skyy bn c 1,4 triu thng mi nm.
Xy dng mt thng hiu ru vang
Th trng ru vang M cng cho thy mt s gn kt gia qung co v PR. Nhiu nm
trc y, khi ch cn mt t bi v ru vang xut hin trn cc phng tin truyn thng, bn
c th dng qung co xy dng mt thng hiu ru vang. Gallo, Almaden, Inglenook,
Taylor, v Pual Masson (chng ta s khng ung ru vang khi cha ti lc) l mt vi thng
hiu ni a s dng nhiu qung co.
i vi sn phm nhp khu, ng u phi k n Riunite, ru vang Lambrusco ca (Tuyt
nht l khi Ruinite c dng vi nc ). Nh cc chng trnh qung co trn truyn hnh,
Riunite vn n nh cao vo nm 1984, vi sn lng bn ra l 11 triu thng. Cella,
Giacobazzi, Bolla, Folonari, Mateus, v Ygo SantGria cng l nhng hng chi qung co ln.
Trong khi , Blue Nun li thnh cng thng qua qung co trn radio. Vi chng trnh qung
co do Jerry Stiller v Anne Meara thc hin, Blue Nun liebfraumilch chim mt phn ba th
phn M i vi loi ru vang c xut x t c. Trong vng chn nm, doanh thu ca n
tng gp 10 ln vi sn lng bn ra 1,2 triu thng mt nm.
Nhng khi gii truyn thng ch nhiu n ru vang th Lambrusco v liebfraumilch b
chardonay v sauvignon blanc qua mt. Bng nhin gii truyn thng ni nhiu n tm quan
trng tng i ca ma thu hoch nho, vng t trng nho, v cc ging nho khc bit. Nhng
thng hiu c qung co rm r nay b soi ri bi gii truyn thng bt u tn li.
Ru vang bc vo k nguyn PR. Riunite v Gallo ngng bc trc Robert Mondavi,
v t bo ca Robert Parker Jr., The Wine Advocate, vi phng chm khng nhn qung co,
l n phm c thm quyn nht v ru vang. Ngy nay, cc hng ru vang hn thua nhau l
ch c thng tin v c nh gi cao bi Robert Parker.
106

ng Parker th 10.000 mu ru mi nm, v khu v ca ng c tc ng trn khp th gii.

Gi ru tng hay gim l ty thuc vo nh gi ca ng. Cc loi ru vang km c im l
trn 70, trung bnh trn 80 v ngon l trn 90.
T New York Times Magazine vit, Ngay khi mt loi ru vang c Robert Parker khen ngi,
cc nh su tp v cc tay snh ru bn x tm mua cho bng c. (Ru vang tng
c nhng ngi snh ru chn qua thng hiu, nay h chn qua im s.)
S kh cho bn cnh tranh li vi mt loi vang c im 75 bng mt chin dch qung co.
Qung co cng khng h lm g cho s ni ting ca Robert Parker. ng tin on chnh xc
rng vang Bordeaux 1982 s tr thnh mt trong nhng loi vang ngon nht trong lch s ru
vang. V ng nh th tht. Sau thng tin i chng a Robert Parker Jr. v n phm
Wine Advocate ca ng ln bn .
Cng c mt s thng hiu ru vang lch qua mn hnh raa ca Parker v t xy dng
hnh nh ca chng thng qua cc chin dch qung co trn bo. Tuy nhin, a s trng hp,
cc loi ru ny thng khng t tin v nhm ti nhng ngi khng snh iu. (Arbor
Mist, Turning Leaf, v Woodbridge l mt vi thng hiu trong s .)
Cng ty Robert Mondavi l mt trng hp khc thnh cng v PR. Nm 1966, Robert Mondavi
v ngi con trai th l Michael xy dng nh my sn xut ru vang u tin California sau
thi k cm ru. (Gii truyn thng thch a tin v nhng ci u tin.)
Chnh Robert Mondavi l cha kha thnh cng ca cng ty. Gi y, tui 88, Mondavi vn l
mt ngi qung b ru vang khng mt mi vi mt khu hiu duy nht: ru vang
California nm trong s nhng ru vang ngon ch thc ca th gii. T USA Today gi
Mondavi l ci inh ca ngnh cng nghip ru vang.
Cng ty ca ng pht hnh c phiu ra cng chng vo thng 6-1993, mt tng tt thu
ht s ch ca thng tin i chng. Nhng tng hay nht li l chnh bn thn ng. Mi
cng ty u cn mt ngi pht ngn. Bn khng th phng vn mt chai ru. V khi ngi
pht ngn c cng tn vi tn cng ty, tim nng thu ht thng tin i chng c nhn i.
Thng tin i chng ang lo li ngnh ru vang M. Cc loi vang c a chung nhiu
nht hin nay l n t c, chim 11% th trng ruu vang M. V Shiraz l loi nho c
c a chung, n ni cc bo phi ng dng tt Ru vang ca ngi c tht ng n.
Tc ng ca mt cht t thng tin i chng cng tht ng n. Mt ti ch nht nm 1991,
trong chng trnh 60 Minutes ca knh truyn hnh CBS, Morley Safer tng trnh v s
nghch l ca ngi Php. Cng dn Php v nhng nc vng a Trung Hi n nhng thc
phm nhiu cht bo hn chng ta, ht thuc v ung ru nhiu hn chng ta, nhng c sc

107

khe tim mch tt hn chng ta. Ti sao? Theo bo co ca ng, Morley Safer ni rng tt c l
do nhng li ch t vic ung vang . K t , doanh s ca vang tng ln vn vt.
Xy dng mt thng hiu vang gii kht
Cc loi vang gii kht tng tr thnh sn phm qung co nng hi. Thng hiu u tin
gy ting vang l California Cooler thng qua mt chng trnh qung co trn truyn hnh ng
rng vang gii kht l dnh cho nhng k lang thang trn bi bin. Ri Bartles & Jaymes xut
hin trn cc ng bay vi on phim qung co ot gii thng, do Frank (Bartles) v Ed
(Jaymes) din xut. Hai ng gi c v cht phc ny kt thc on phim qung co bng cu ni
a nhn nhn Cm n s ng h ca qu v.
Ch ring nm 1986, Gallo b ra khong 30 triu -la cho qung co Bartles & Jaymes.
Canandaigua chi 33 triu -la qung co Sun Country Classic coolers v mi Ringo Starr lm
ngi pht ngn. Seagram cng b ra mt khon tin ln cho Golden Wine Cooler, tr cho ngi
sao Hollywood Bruce Willis 5 triu -la nh bng sn phm.
Nm 1986 l nm thnh cng v doanh thu i vi vang gii kht. Nhng vi cc thng tin i
chng tiu cc, doanh thu ca cc sn phm ny tt gim nhanh chng. Nm 1992, n rt
xung cn phn na so vi su nm trc . V hin ang tip tc gim.
18. NHN T CN THIU
Nhn t cn thiu trong hu ht cc chng trnh tip th l mt ngi pht ngn ni ting. Bn
thn cc sn phm khng to ra thng tin i chng. Con ngi to ra. Phng tin truyn
thng khng th phng vn mt chic xe hi, mt bnh m hay l mt lon bia. Ngi ta ch c
th phng vn mt nhn vt sng thc s.
Th nhng, nhiu chng trnh PR tp trung vo cng ty v sn phm hay dch v mi m
cng ty ang gii thiu. Hn nhin l cc thng co bo ch cng cp n nhng kin ca
nhiu c nhn khc nhau bn trong v ngoi cng ty, nhng cc chng trnh ny thng li
khng tp trung vo mt c nhn no. ip khc thng nghe l Chng ti khng mun gn
mt c nhn no vi sn phm mi tuyt ho ny, y l s n lc ca mt nhm.
Trong PR, khng c ci gi l n lc nhm. NBC, CBS v ABC khng th (v s khng) thc hin
phng vn nhm. H ch mun tp trung vo mt c nhn c trch nhim cao nht v sn phm
mi tuyt ho .
Ngi pht ngn chnh l b mt v ting ni ca mt thng hiu. Thnh cng sau cng ca
bt k chng trnh PR no, trong mt phm vi nht nh, cng u ph thuc vo tnh hiu
qu ca ngi pht ngn. Ai s l ngi pht ngn tt nht? Trong hu ht cc trng h85p,
chnh l tng gim c. Tng gim c l ngi gnh vc trch nhim nng n nht cho s
thnh cng hay tht bi ca mt thng hiu.
108

Cc cng ty cng ngh cao c l hiu nguyn tc PR ny nht. Hu nh tt c cc cng ty ny

u c ngi pht ngn cng ni ting nh chnh cng ty .
Bill Gates v Microsoft
Larry Ellison v Oracle
Scott McNealy v Sun Microsystem
Lou Gerstner v IBM
Steve Jobs v Apple Computer
Tom Sieble v Sieble Systems
Andy Grove v Intel
Michael Dell v Dell Computer
Trong lnh vc cng ngh cao, nu tng gim c ca bn khng phi l nhn vt ni ting th
kh lng cng ty ca bn s ni ting v thnh cng.
Nhng nu tng gim c ca bn khng gii trong vic giao dch vi phng tin truyn thng
th sao? Cu tr li cn bn y l bn cn phi c mt tng gim c mi. Trn thc t, vi
mt tng gim c m nht th cng ty nn chn mt ngi m rt cuc s m nhn cng v
v tr thnh ngi pht ngn ca cng ty.
PR ng vai tr cc k quan trng i vi thnh cng trong di hn ca mt cng ty cng nh
cc thng hiu ca n n mc ngi tng gim c s phi b ra khng t hn phn na thi
gian ca h cho PR. y l k nguyn ca PR v PR nh hng ln tng gim c cng nhiu
nh nh hng ln phn cn li ca mt t chc.
Nhn vo s thnh cng ca cc thng hiu ln qua th a s l n t s thnh cng ca
PR. V nhiu thnh cng PR ny l do c lo li bi cc ngi pht ngn ni ting.
Richard Branson v Virgin Atlantic Airways
Ted Turner v CNN
Howard Schultz v Starbucks
Anita Roddick v The Body Shop
Donald Trump v the Trump Organization
Martha Stewart v tp ch, chng trnh truyn hnh v dng sn phm ca b

109

 Oprah Winfrey v tp ch v chng trnh truyn hnh ca b

Xy dng thc n nhanh ni ting
Nhng g ng i vi cng ngh cao th cng ng i vi thc n nhanh. Nhiu thnh cng
ln ca thc n nhanh u l nhng thnh cng v thng tin i chng c lo li bi cc
ngi pht ngn ni ting.
Colonel Sanders v Kentucky Fried Chicken
Ray Kroc v McDonalds
Dave Thomas v Wendys
Tom Monaghan v Dominos Pizza
John Schnatter v Papa Johns
Debbie Fields v Mrs. Fields Cookies
Mt trong nhng vn nan gii ca Burger King, mt trong nhiu vn nan gii ca Burger
King, l s thiu vng mt ngi pht ngn gii. Jeffrey Campbell gn lm trn vai tr cho
n khi ng ra i sau khi xy ra thm ha Herb.
Herb, ngi duy nht M cha tng n Whopper, l mt kiu qung co phng tng v in
khng thng c cc nh qung co sng to a chung. Tuy nhin, qung co Herb i
qu trn, v b ln n khp ni.
Nhng g xy ra vi thc n nhanh th cng xy ra vi thc n chm. Bn khng th m rng
mt nh hng sang trng thnh cng nu khng thu mt bp trng danh ting. iu ny
khng nhm mc ch thu ht khch hng m nhm thu ht gii truyn thng. (Lm sao mt
khch hng c th bit mt nh hng c u bp ni ting nu nh gii truyn thng khng
loan bo iu ?) Charlie Trotter, Wolfgang Puck, Alain Ducasse, Daniel Boulud, Emeril
Lagasse, Roy Yamaguchi, v Jean-Georges Vongerichten l nhng u bp danh ting lm
cho nh hng ca h ni ting theo.
Cc nh hng ni ting rt t khi hay khng bao gi thc hin qung co. Khng c s ng h
ca thng tin i chng th khch hng cng s khng c. Nhng bn khng cn thng tin i
chng lin tc. Ging nh nhm mt ngn la. Bn ch cn mt mi la ca thng tin i chng
ri sau ngn la s chy tip. Mt khi c nhiu ngi bit n ri, mt khi to lp
c mt s khch hng quan trong ng k ri th vic truyn ming s gip n tn ti v pht
trin m khng cn n thng tin i chng na.

110

Xy dng thng hiu ti chnh ni ting

Mt thnh cng v thng tin i chng khc l Charles Schwab, ngi thnh lp cng ty mi
gii hi phiu u tin. L ngi i u trong mt lnh vc mi v ly tn mnh t tn cho
cng ty l mt s kt hp l tng c kh nng nh gc thng tin i chng. Charles Schwab
& Co. thu ht c s ch mnh m ca thng tin i chng v nhng li th (v c s bt
li) ca cc cng ty mi gii hi phiu.
Cn lu rng gii truyn thng cng l con ngi. H khng mun vit hay ni v cc cng ty
cho n khi chng thc s ni ting. H chng h mun lm cho cng ty bn tr nn ni ting.
Nhng g m gii truyn thng mun ni n l cc tng v cc khi nim mi nh cc cng
ty mi gii hi phiu v cc nh sn xut ru vang mi California. Mt cng ty khng tn
tui m c tng mi (ging nh Charles Schwab khi mi thnh lp) s c nu ra trong cc
bi bo v cc pht trin khc. Bn nui dng s ch ca gii truyn thng qua vic pht
trin cc chin lc tn dng li th hin nhin ny. Bn ng t qung b mnh. Bn hy
qung b cc tng v khi nim mi m bn ang i tin phong. V trong tin trnh cng
ty bn cng ngu nhin tr nn ni ting.
Nm 1946, Henry v Richard Bloch m cng ty United Business ti thnh ph Kansas. Mt
cng ty nh chuyn cung cp dch v v k ton, thu tin, qun l v thu cho cc doanh
nghip. Mt cng ty nh bn mi th di mt ci tn chung chung nh United Business
hu nh khng c hy vng nhn thy tn tui ca n c ng bo.
Phi n chn nm sau , hai anh em nh Bloch c mt quyt nh quan trng v to ra mt
du n lch s v tip th. H quyt nh ch tp trung vo mt dch v duy nht l dch v
thu. H cng quyt nh thay i tn ca cng ty thnh H&R Block. (H khng mun khch
hng c ci tn nh blotch.)
S thay i mang li kt qu kh quan. H&R Block tr thnh cng ty dch v thu u tin
c quy m trn c nc, l cng ty u tin c ngi ta khng ngng nhc n. Hng nm
vo khong ngy 15-4, ai s l ngi c gii truyn thng nh bnh lun v thu thu nhp? D
nhin l H&R Block. Khng ch cng ty m c bit l Henry v Richard.
Khi tn ca bn c gn ngay trn ca, bn s to c s tn nhim i vi gii truyn
thng. y l mt xu hng m chng ti hon ton tn thnh. Mt tng gim c khng nn
la chn cch np ng sau lng mt ngi pht ngn PR. Mt vi v tng gim c m chng
ti c dp lm vic vi h th lo ngi v nhng h qu php l t vic i tn ca h theo cch
m anh em nh Bloch lm. Cc s sch an sinh x hi, hon thu thu nhp, giy php li xe,
v.v

111

ng lo lng v iu ny. Hy dng tn mi nh l mt bit hiu v ng bn tm thay i bt

k giy t c nhn no ca bn. Ni mt cch khc, Block l tn ti vn phng v Bloch l tn
nh.
Pizza ni ting
Lch s ca cc cng ty thnh cng th y ry cc v d tng t. Cc cng ty thu hp s tp
trung tr thnh ngi u tin trong mt lnh vc mi. V sau tr nn thnh cng nh
mt ln sng thng tin i chng thng do ngi sng lp to ra.
Khi Dominos Pizza ln u tin c tung ra, Tom Monaghan bn pizza v bnh m kp tht ti
ca hng ng thi bn pizza giao tn ni. Sau ng dp lun bnh m kp tht v ngng hn
vic bn phc v ti ca hng v tr thnh chui ca hng giao pizza tn ni.
Khng c mt tim nng thu ht thng tin i chng no trong vic bn pizza giao tn ni; a
s cc ca hng ra i trc lm vic ny. Thng tin i chng c xy dng xung
quanh tng rng Dominos l chui ca hng pizza u tin tp trung duy nht vo vic giao
hng tn ni. l tng mi v gii truyn thng chp ly n.
Khi Little Caesars mi ra i, Michael v Marian Ilitch bn pizza, tm chin, c v khoai ty
chin, v g rn. Ch n khi m Ilitch tp trung vo pizza, c bit l pizza em v, th h mi
pht trin c danh ting cho loi thc n gi r. (Hai pizza nhng vi gi mt ci.)
Khi Papa Johns mi khi nghip, John Schnatter bn pizza, bnh m kp pho mt, bnh m kp
tht, nm rn, b rn, x lch v c hnh. Ch sau khi Papa Johns tp trung vo pizza, kinh doanh
mi bt u tin trin. Nhng yu t quyt nh dn n s tng trng ca Papa Johns l
bit tp trung vo cc thnh phn tt hn. V din t tng bng cu Thnh phn tt
hn. Pizza ngon hn.
Chin lc thnh phn tt hn to ra nhiu bi bo ng ti trn cc phng tin truyn
thng k c mt v kin t Pizza Hut, lm cho cu chuyn vn cn c nhc n trong
nhiu nm tri. Khng c g lm khuy ng gii truyn thng cho bng my v tranh chp kin
tng.
Xy dng mt thng hiu c nhn
Mt trong nhng lnh vc pht trin nhanh nht l PR c nhn. Nu bn mun thng tin trong
cng ty ngy nay, bn cn phi ni ln mt cch ring bit. Bn s thc hin iu ny nh th
no? Bng cch tung ra mt chng trnh qung co? R rng l khng phi nh vy.
Bn s lm vic thng qua PR c nhn. Cc bi pht biu c nu trn bo thng mi. Cc
bi bo bn vit trn cc trang din n ca cc bo, cc kin m gii truyn thng a vo
trong cc bi vit ca h.
112

Trong lnh vc gio dc, tn tui ca mt s trng i hc c to dng bi mt s c

nhn xut sc. Michael Porter Trng kinh doanh Harvard, Philip Kotler Trng kinh doanh
Kellogg thuc i hc Northwestern.
Nu bn ang bt u gy dng mt cng ty mi trong lnh vc thi trang, iu cn thit l bn
cng phi c gng to ra mt nh thit k danh ting. V d nh Coco Chanel, Christian Dior,
Yves Saint Laurent, Gianni Versace, Calvin Klein, Ralph Lauren, Tommy Hilfinger.
Th nhn vo thnh cng ca Sean Puffy Combs v cng ty thi trang ca ng, Sean John.
Khi nghip hai nm v trc, hin nay doanh thu hng nm ca cng ty l trn 200 triu -la.
Khng qung co, d nhin, nhng Sean Combs b ra mt khon kh ln cho PR v khuyn
mi, bao gm 1,24 triu -la trong chin dch tung ra dng sn phm mi nht ca ng ti i
snh ca Cipriani Manhattan, mt s kin c ng ti trn trang nht ca t New York
Times. Theo tin loan th ch ring th mi m chi ph hn 60 -la mi ci.
19. I VI DNG SN PHM N THEO
Nhng ai trong s cc bn tng c nhng cun sch trc ca chng ti u bit rng
chng ti lun chng li mt cch mnh m cc dng sn phm n theo ca cng mt thng
hiu (line extension). Vt trn tt c nhng l do thng thng l, cc dng sn phm n
theo khng c gii truyn thng a thch.
i vi mt bin tp vin hay mt phng vin, mt sn phm n theo nghe c v nh l mt
sn phm theo kiu ti cng c. Gii truyn thng khng h thch th g khi sn phm ca bn
c nhi li t mt sn phm mang tnh t ph ca ngi khc. Gii truyn thng ch quan
tm khi bn c mt sn phm t ph ca chnh bn. Mt vi v d:
Palm, my tnh b ti u tin.
BlackBerry, thit b email khng dy u tin.
Zip Drive, h thng lu tr thng tin bn ngoi dung lng cao dnh cho my tnh c
nhn u tin.
Tt c ba sn phm u tin ny to ra mt ln sng thng tin i chng t v tr
thnh ba thng hiu dn u trong lnh vc ca n.
Tng phn vi Fat Free Fig Newtons l Snack Wells, mt loi bnh quy khng bo u tin. C
hai c Nabisco tung ra vo nm 1992, nhng Snack Wells c mt lng thng tin i
chng rm r trong khi Fat Free Fig Newtons, mt sn phm n theo, gn nh b gii truyn
thng lng qun.

113

Thng tin i chng khin cho Snack Wells tr thnh t ng ca ming, v doanh thu ba
nm sau vt ln 603 triu -la. Vo nm 1995, Snack Wells l mt trong mi mt hng
tp phm bn chy nht.
Khng may, ch su nm sau , doanh thu tt gim nhanh chng, cn 134 triu -la. Ti
sao? Nabisco thm vo mt lot cc dng sn phm n theo thng hiu ny (khng c sn
phm no trong s ny c thng tin i chng ni n nhiu), do h mc phi sai lm
tng t nh vi thng hiu Fig Newtons. Mt vi sn phm n theo ny thm ch bao gm
c nhng loi bnh quy khng phi l loi khng bo, hon ton lm ngi ta b nhm ln.
D nhin, to ra thng tin i chng thi vn cha . Bn cn phi bit to ra loi thng tin i
chng thch hp.
tng c quan im cho rng c bt k loi thng tin i chng no vn tt hn l khng c g
c. iu ny ch ng khi ch c mt vi thng hiu trn th trng v hu ht cc thng hiu
u t c nhn bit. Ngy nay, hng trm, nu khng mun ni l hng ngn thng hiu
c nhn bit mc khong 90%. (Nhn vo danh sch mt trm thng hiu ton cu
ng gi nht ca Interbrand t Coca-Cola ng s 1 cho n s 100 l Benetton. Chng ti c
vi bn rng bn s c th nhn ra tng thng hiu mt v cng bit c tng thng hiu
l i din cho sn phm no.)
Tai ha ca New Coke
Khng phi tt c cc dng sn phm n theo u l tai ha thng tin i chng. Mt vi sn
phm kiu ny c th l thnh cng v mt thng tin i chng nhng li l tai ha v mt sn
phm.
Khi Coca-Cola tung ra New Coke, vic loan bo thu ht c s ch ca thng tin i
chng. i din PR ca Coke ti thi im c tnh rng vic gii thiu sn phm New
Coke to ra mt lng thng tin i chng min ph tr gi mt t -la.
C l ngi i din PR mun ni rng thng tin i chng min ph tr gi mt t -la tin
gi. Bi v chng c mt dng ch trn bo no hay mt hnh nh trn truyn hnh no ng gi
mt xu i vi thng hiu Coca-Cola. Kiu thng tin i chng min ph ny gn nh hy
hoi thng hiu mi.
Cha y ba thng sau , Coca-Cola nhn ra sai lm ca mnh v vi vng rt lui nhanh cn
hn c bc nhy theo kiu phi hnh gia ca Michael Jackson trn sn din.
Ti sao khng c ai thuc b phn PR ca Coca-Cola ni rng, Khoan no. Coca-Cola l th
thit. Cng thc ca n gi l Merchandise 7X, ng gi ti ni phi c ct gi trong mt kt
st mt ngn hng Atlanta. V bn li mun thay i cng thc ? Lm nh th chng
khc no gii thiu mt c Cha mi, ci tin.
114

C th c ngi ni iu . Nhng chng ti c cm gic rng nhn vin PR qu ch

trng vo tim nng thng tin i chng ca New Coke n ni h li qun mt v th ca
thng hiu trong tm tr khch hng.
Tai nn ca IBM PC
Nu nh vic tung ra sn phm New Coke vo thng 4-1985 c cho l mang li mt lng
thng tin i chng min ph ng gi mt t -la th vic gii thiu sn phm IBM PC vo
thng 8-1981 cng mang li lng thng tin i chng min ph tr gi t nht hai t -la. Li
l mt sai lm chin lc khc.
IBM PC cng l mt ngoi l i vi quy lut chung l cc dng sn phm n theo s ph hng
tim nng thng tin i chng. iu kch hot b my thng tin i chng nm ch IBM PC
l my tnh c nhn 16-bit u tin c gii thiu cho th trng my tnh vn phng. im
mi ny quan trng n ni che khut nhc im tn sn phm n theo.
Ngc li, Apple IIe, Commodore Pet, Radio Shack TRS-80, v tt c cc my tnh c nhn khc
trn th trng ti thi im l cc loi my 8-bit c thit k cho th trng my tnh gia
nh.
Vic tung ra IBM PC to ra mt tc ng to ln. Thng 1-1983, my tnh c nhn c tp
ch Time bnh chn l My ca nm. Ln u tin, mt vt v tri thay th mt con ngi
Nhn vt ca nm ca t Time.
Hai mi nm sau, nm 2001, l k nim ln th hai mi ra i ca IBM PC thu ht mt
m ng ton nhng ngi sao trong c mt c Bill Gates, to ra mt lng thng tin i
chng thun li tr gi hng triu -la. Trong bin nin s ni v lch s ca PR, vic tung ra
IBM PC c xp ngang hng vi vic gii thiu my photocopy Xerox 914 v my quay phim
Polaroid Land. Ngoi tr mt iu.
Xerox v Polaroid tr thnh nhng thng hiu ln. Trong khi , PC khng lm c g
cho IBM ngoi vic gy ra nhng khon l thm hi v s rt lui khi th trng my tnh c
nhn dnh cho vn phng. Xu hng ca cc dng sn phm n theo l nh th.
Bn c ngh rng n v PR ca IBM khuyn co nn a ra mt thng hiu mi cho PC
trc khi n c tung ra hay khng? Khng chc. Nhng chnh xc y l mt vn mang
tnh chin lc m cc cng ty PR phi i mt.
ng c trng cy vo bt k s h tr no t pha cng ty qung co ca khch hng. Cng ty
qung co thng thch mt ci tn n theo bi iu thng c ngha l h s gi c
khch hng. Mt thng hiu mi th thng c ngha l khch hng cng quyt nh thu mt
cng ty qung co mi.

115

Cn nhc n hu qu ca dng sn phm n theo. Khi bn m rng dng sn phm bng cch
thm vo nhng sn phm khc trc nh IBM lm vi PC, khi bn mt i s tp
trung. Bn khng th qung co hay qung b ci dng sn phm bi v chng khng c g
chung ngoi tr tn thng hiu. V vy bn s phi qung co hay qung b ci m rng.
iu ny gy bi ri. Mt sn phm IBM l g? l mt my ch hay my tnh c nhn?
Chin thng ca xe hi Nht
Xem xt cc chin lc trin khai bi ba hng xe -t khng l ca Nht: Toyota, Honda, v
Nissan. C ba i gia ny u mun tin ln t nhng xe nh r sang cc xe hi ln hn, t
tin hn.
Toyota gii thiu Toyota BC (big car xe ln)? Honda gii thiu Honda Super? Nissan
tung ra Nissan Ultra? Khng, c ba hng ny gii thiu cc thng hiu hon ton mi
Lexus, Acura, v Infiniti.
C ba thng hiu ny u nhn c s quan tm nng nhit ti thi im c tung ra. V
c ba tr nn thnh cng ti th trng M.
c bit l Lexus. Ngy nay, Lexus l thng hiu xe hi sang trng c doanh s ln nht M,
qua mt c Mercedes-Benz, BMW, Lincoln, v Cadillac.
Gi y bn ngh th no nu nh mt thng hiu c tn Toyota BC c th cnh tranh li vi
Mercedes-Benz, BMW, Lincoln, v Cadillac? Hon ton khng tt. Vic la chn mt ci tn
ng chnh l mt quyt nh tip th quan trng nht. Mt ci tn ng dn n s quan tm
nng nhit v mt lng khch hng ng k.
Mt ci tn khng ra g s dn bn n ng ct.
Hy s dng thng hiu mi
Khi bn cng c nhiu sn phm da trn cng mt thng hiu th thng hiu s cng yu
i.
u nhng nm 1980, ngay ti thi im tung ra chic my PC, IBM l cng ty mnh nht th
gii. L cng ty kim c nhiu tin nht v l cng ty danh gi nht. Th nhng, gi y IBM
PC ch c trong tay 6% th phn my tnh c nhn.
Tuy nhin, IBM vn l trng hp ngoi l. Sc mnh ca cng ty v sc mnh ca thng hiu
IBM gi cho my tnh c nhn ca n cn c hy vng sng st.
Khi mt dng sn phm n theo c gn vi mt thng hiu yu hn, kt qu s cn t hn
na. Tt c cc my tnh c nhn ca AT&T, ITT, Texas Instruments, Atari, Timex, v Mattel u
ri? Tt c u ra i, b kt liu bi chnh ci tn dng sn phm n theo ca chng.
116

(Nu bn tin vo cc dng sn phm n theo, v nhiu ngi lm tip th tin nh vy, th hy
t hi bn cu hi ny: Dng l l g c th khin hng Toyota i thng hiu Lexus thnh
Toyota? Thm ch ti thi im ny, chng ti bit chng ti c th ni g vi IBM c gng
thuyt phc h nn tip th my tnh cc nhn ca h di mt ci tn khc. Nhng bn bit
ni sao y thuyt phc Lexus lm theo hng ngc li?)
Nhiu hng dc phm ca M ang nhn ra rng mt thng hiu thc hai l cch lm tt
hn nhiu so vi mt thng hiu n theo k c khi cc loi thuc tng t nhau.
GlaxoSmithKline bn Wellbutrin (doanh thu 651 triu -la hng nm) nh mt loi thuc
chng trm cm v Zyban (166 triu -la) nh mt loi thuc gip cai thuc l. C hai loi
thuc ny u chnh xc c cng thnh phn hot tnh l bupropion hydrochloride.
Eli Lilly chn loi thuc chng trm cm ni ting nht v thnh cng cha tng c, l
Prozac, chim khong 30% trong tng doanh thu, cho loi thuc mt thng hiu mi.
Lilly tung ra th trng mt loi thuc thng hiu mi c tn l Sarafem cha fluoxetine
hydrochloride, mt ci tn ca Prozac. Sarafem c qung b nh l mt liu php chng
PMDD (ri lon trc lc hnh kinh). Vic tung ra fluxetine nh l mt loi thuc vi tn mi
cho php Lilly c th tip cn i tng khch hng l ph n v thy thuc ca h m vic
qung b thng hiu Prozac khng th lm c. Prozac l tin tc c. Sarafem v PMDD l tin
tc mi.
Merck bn Proscar cha bnh tuyn tin lit v Propecia tr chng hi u nam gii. C hai
loi thuc ny chnh xc u c cng thnh phn l finasteride. (Nu giao cho nhng ngi
thch dng sn phm n theo lo vic qung b, c l h s dng mt ci tn thi vi lun iu
u hay ui, thuc ca bn y.)
ng phm sai lm. Cc sn phm n theo s lm hng PR. Mc d c hng lot cc bi bo
tung h New Coke v IBM PC, nhng chng ti tin rng dng sn phm n theo ni chung s
khng khuy ng c s ch ca thng tin i chng, trong khi cc thng hiu mi c
kh nng lm iu ny. Gi s IBM thnh lp mt b phn ring v tung ra sn phm my tnh
c nhn u tin di mt ci tn khc cho th trng vn phng. Chng ti tin rng, vic a
tin ca gii truyn thng lc thm ch s cn rng ln hn nhiu.
Mt ci tn mi c th mang li n tng ln hn nhiu v nhng li ch ng sau thng hiu
mi . Khi , gii truyn thng s khai thc cc cu hi nh Ti sao bn dng mt ci tn
mi thay cho ci tn IBM? (Vic tung ra Saturn thnh cng l mt v d tt cho vic mt ci tn
mi s em li hiu qu tch cc v PR. Mt kiu cng ty khc bit. Mt kiu xe hi khc bit.
Cho d Saturn ch l mt kiu xe trong nhiu kiu xe ca General Motors.)

117

Qu tn km l s phn i ln nht m chng ti nhn c khi chng ti ngh mt

thng hiu mi. Cc cng ty ng ha vic tung ra cc thng hiu mi vi cc chin dch
qung co mi ht sc tn km.
H khng nn ngh nh th. i vi mt thng hiu mi, qung co hon ton khng ng tin
cy. Khi mt thng hiu thit lp c s tn nhim ca n trong lng cng chng, khi
qung co mi c th c s dng. Nhng i vi mt thng hiu mi th hu nh ng bao
gi nn tung ra bng qung co.
GM v thng hiu xe hi nh
Hy nhn vo nhng n lc ca GM khi tung ra thng hiu xe hi nh. Trc tin, h th
nghim khi tung ra Chevrolet Chevette (mt sn phm n theo in hnh). Sau nhiu nm
doanh thu o ut, cui cng h quyt nh chm dt dng Chevette.
Ti sao ngi ta li mun mua mt chic Chevrolet nh? (N khng phi l th tht.) Cng
chng c nhiu ngi mun mua IBM PCjr, cng v l do tng t. Cc sn phm n theo khng
bao gi c coi nh nhng sn phm ring bit. Cc sn phm ny lun lun c nhn nhn
trong mi lin h vi thng hiu ca chnh n.
Sau , Chevrolet li tung ra Chevrolet Geo. Vi Geo, h dn ton b cng sc c tch bit
gia thng hiu Geo v Chevrolet. Qung co ni n Geo ch khng phi Chevrolet. Trn xe
ghi l Geo ch khng phi Chevrolet. Nhng khng may l General Motors bn Geo trong cc
ca hiu bn xe Chevrolet, v th khch hng t nhin ni Chevrolet Geo.
(Lexus, Acura, v Infiniti c bit n nh l nhng thng hiu khc nhau, nhng mt kiu
xe tng t l Diamante, li c hiu l Mitsubishi bi v n c bn trong cc ca hiu xe
hi Mitsubishi. Nu n trng ging nh mt con vt v i ging nh con vt, nhng n c bn
trong ca hng g, chng ta ni l con g.)
Sau General Motors khn ra. GM bn tung ra mt kiu Chevrolet nh hn, thng hiu l
Saturn. N c by bn trong cc ca hiu Saturn v ni rng n c sn xut ring bit. V
cng hon ton d hiu l n to c s ch ca cng chng v mang li thnh cng
ln.
C lc, mt nh bun xe Saturn bnh qun trong mt nm bn nhiu xe hn so vi cc thng
hiu khc.
Th v hn, Saturn l thng hiu xe hi duy nht M m ch c duy nht mt kiu dng. (C
th bn c loi Saturn hai hay bn ca hay vi dng xe dng ch hng, nhng c bn l n u
cng mt kiu m Saturn gi l dng xe S.)

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Sau , Saturn cho ra i kiu ln hn, t hn, dng xe L. Khng thnh cng trong ln gii
thiu ny v l bc m mn cho mt giai on chuyn t thng hiu Saturn ly lng sang
mt thng hiu yu hn ging nh Chevrolet trc .
Khi bn tp trung hn vo mt thng hiu nh Saturn, bn c th to ra nhiu c hi v mt
qung b hn, c nhiu ngi bit n hn. Trong dp k nim ba nm ngy Saturn ra i,
cng ty t chc mt ba tic tr v nh dnh cho nhng ch nhn ca chic Saturn ti nh
my Spring Hill, Tennessee. C khong 44 ngn ch nhn v gia nh v d. 170 ngn
ngi khc tham gia cc hot ng bn hng. (Th lm vic ny vi thng hiu Chevrolet m
xem.)
Nhng g Saturn lm (cho n khi h b mt phng hng) cng ging nh cch m HarleyDavidson lm qua nhiu nm xy dng mt nhm nhng ngi s hu trung thnh gip
bn loi xe ny cho bn b hay hng xm ca h. HOG tc l Nhm Ch S Hu Harley, l mt
cu lc b xe m-t ln nht th gii, vi hn 600 ngn thnh vin v 1.200 chi nhnh cu lc
b trn ton cu.
Tin ln
Ti sao Saturn gii thiu kiu xe ln v t hn, dng xe L? H mun chm sc khch hng
ca h khi ln tui hn, c gia nh, v mun c xe sang trng hn. Nghe th c v hp l,
nhng l mt chin lc sai lm.
Khi mt khch hng tin ln nc thang cao hn trong x hi, anh ta hay c ta s dng cc
thng hiu cng ging nh nhng nc thang . Mt ngi khi cn c thn c th mua
Saturn bi v n d thng, li khng t tin. Khi ngi c tng lng v thng chc,
anh hay c ta s tu mt chic BMW. Khi h kt hn v c con, h mua Volvo, cn ngi chng
li i kim mt chic Ferrari.
Cc thng hiu khi khng c tnh tp trung, th s khng tng thch c vi cc nc thang
ca cuc i. Khi bn c gng p ng tt c mi ngi, cui cng th bn s khng p ng
c bt k ai.
Chin lc th quan trng i vi mt chng trnh PR hn l i vi mt chng trnh qung
co. Bn c th thc hin mt chin dch qung co ngay c khi bn c trong tay mt chin lc
ti. Nhng PR th khc. Nu chin lc ti, thng tin i chng s quay lng vi sn phm ca
bn.
Cu chuyn Fahrvegngen
Vi nm trc, Volkswagen pht hin ra rng mnh cng ri vo tnh trng tng t nh
Chevrolet. H c gng tip th mt lot xe vi rt t im chung. V th hng qung co VW
d ngh ra ch Fahrvegngen, ting c c ngha l kinh nghim li xe th v. Vi 100 triu
119

-la ngn sch chi cho qung co, chin dch mua nhiu trang v thi lng qung co trn
cc phng tin truyn thng.
Nhng tim nng thng tin i chng ca Fahrvegngen l bao nhiu? Khng nhiu.
C g mi v cc xe Volkswagen nm 1990 khng? l mt cu hi m mt phng vin vit v
xe hi c th hi.
Cc xe u mang tn Fahrvegngen.
Khi c hi ti sao cng ty b ra 100 triu -la cho qung co Fahrvegngen, mt v ph ch
tch Volkswagen ni, l s khc bit 180 so vi mi gi c v chit khu qung co trn
th trng hin nay.
iu ng, nhng r rng l chin dch khng lm c g nhiu cho vic thc y doanh
thu ca Volkswagen m tt gim th thm vi nm sau .
Fahrvegngen tip tc c y mnh trong gii qung co v tip th. Mi, c bit, sng to,
khc bit 180 . Rt cuc, hon ton khng ch li g cho cc mc tiu nhm thu ht s ch
ca thng tin i chng.
PR cn phi nm bt sng kin, thuyt phc cc cng ty rng cc thng hiu c xy dng
bng thng tin i chng ch khng phi bng qung co. V sau l pht trin cc chin lc
thng hiu c th to ra sc ht thng tin i chng hiu qu.
Nu mt cng ty qung co pht trin chin lc thng hiu, h thng s lm theo kiu
Fahrvegngen. Ngnh qung co ang tut xung cng, David Ogilvy ni. N b ko xung
bi chnh nhng ngi sng to ra n, nhng ngi khng bit phi bn hng nh th no,
nhng ngi cha tng bn bt c th g trong i nhng ngi coi r vic bn hng, nhng
ngi c s mng l kho lo ph trng, v la bp khch hng a tin cho h ph din
ti nng v tnh sng to ca h.
Fahrvegngen khng ch l ci tn t hi duy nht trong u trng tip th. Cn c hng lot
ci tn nh th tn ti trong th trng ny.
20. T TN THNG HIU
Khng c g trong tip th c th mang li thnh cng nu khng c mt ci tn thch hp. Mt
cng ty tt nht, mt sn phm tt nht, bao b bt mt nht, v tip th hon ho nht cng s
l con s khng nu c mt ci tn ti. Bia Gablingers, loi bia nh u tin, c gii thiu
bng mt mu qung co trn truyn hnh ot gii thng v qung co v nhn c s ch
ca thng tin i chng. Th nhng sn phm sm tht bi sau thi gian u rm r.

120

V ca n khng ngon, l cch gii thch thng thng. Nhng v gic khng ch nm trong
ming m cn phi nm trong u ngi ta. (Nu nh bn tng bn mn m cho mt
thng nhc ang xin gia nhp mt hi b mt v ni rng n phi n su th thch, t bn
bit chng ti mun ni g phi khng.)
Bt k loi bia no c tn Gablingers u khng ngon nht l l mt sn phm n king.
Hay l khng c loi bia no mang tn Yuengling m ngon c c. Liu c loi bia no tng
mang tn Yuengling cha nh? C y, xem chng 23.
Th no l mt ci tn thch hp v th no l mt ci tn ti? i vi tn sn phm khng th
ch c cn nhc mt cch ring bit. Chng phi c nhn trong mi lin h vi loi sn
phm .
Mi loi sn phm u khc bit
C loi sn phm th ng nghnh. C loi th nghim tc. Bp rang l mt loi sn phm ng
nghnh v ci tn Faith Popcorn cng vy. Bia l mt sn phm nghim tc v ci tn Charlotte
Beers cng vy.
Orville Redenbachers c l l mt ci tn ti cho bia nhng n li l mt ci tn hay cho bp
rang bi v bp rang l mt sn phm ng nghnh v Orville Redenbachers l mt ci tn ng
nghnh. Trn thc t, Orville Redenbachers tr thnh thng hiu bp rang tiu th nhiu
nht nc M. ( c th a thng hiu i vo trong tm tr ca nhng ngi thng thc
bp rang, Orville Redenbacher v v i dc ngang nc M v s ln khuych trng
thng hiu thng qua cc phng tin truyn thng nh radio, truyn hnh, bo ch ti mi
thnh ph chnh.)
Bc t ph ln ca Redenbacher l Chicago khi ng thuyt phc c chui ca hng
Marshall Fields nhn bn bp rang cho ng. n mng s kin ny, ng thu cu lc b
Gas Light Chicago t chc bui tic dnh cho gii bo ch chuyn vit v thc phm. Kt qu
l thng tin i chng a bp rang ca Redenbacher n thnh cng trn khp nc M.
Nghim tc v ng nghnh ch l hai trong s hng trm thuc tnh m mt sn phm c th c.
Sn phm c th gi dn, tr trung, cng ngh cao, li thi, hp thi, c l s, nam tnh, n tnh,
v nhiu thuc tnh khc na. Cc tn thng hiu thnh cng cn phi hm cha vi thuc
tnh cn bn ca sn phm . (i vi nc ung tng lc, Red Bull l mt ci tn thng hiu
thnh cng.)
Bn thn ci tn cng n cha s i nghch. Sn phm vi tn gi Slim-Fast (m nhanh) thu
ht c ai? Nhng ngi gy hay nhng ngi mp? Slim-Fast s thu ht c nhng ai cm
thy h qu kh. Trong trng hp ny, tn gi ny l chp nhn c.

121

V mt h thng nh tr bnh dn vi tn gi Quality Inn c nhm ti nhng ngi ang kim

mt ni cht lng cao ngh qua m, hay mt ch tng t nh Ritz-Carlton? Hon ton
khng. Quality Inn ch nhm ti nhng ngi ang kim nhng ni hp ti tin ca h.
Mt doanh nhn c ln k hoch m mt chui ca hiu thi trang cao cp v t vn v may
mc t tn l Esteem (knh trng). Mt ca hng c tn l Esteem nhm ti ai? Nhng ngi t
c knh trng. y qu l iu khng th chp nhn. Nhng ngi t c knh trng him
khi tha nhn thc t y.
Nu bn c mt ci tn ti, hy i n i
Ralph Lifshitz i tn trc khi tr nn ni ting. Polo sn xut bi Ralph Lifshitz khng c
c nt c sc nh Polo ca Ralph Lauren.
Trong vn chng, cc nh vn s thng t tn xu cho cc nhn vt nhm tn ln cc tnh
cch xu ca h. Ebenezer Scrooge trong tc phm A Christmas Carol (Bi ht mng Ging sinh)
ca Charles Dickens. Willy Loman trong tc phm Death of a Salesman (Ci cht ca ngi cho
hng) ca Arther Miller. Nh Grinch trong How the Grinch Stole Christmas (K ngh Ging sinh
ca nh Grinch) ca Tin s Seuss. Nhng c g m bn phi chp nhn mt ci tn xu (hay
khng thch hp) trong tip th?
Chng ti tng lm vic vi mt cng ty thc phm ca mun pht trin mt ci tn mi.
Sau khi chng ti chn ra mt ci tn thch hp cho cng ty, chng ti mnh dn ngh
Gim c iu hnh (CEO) v l ch s hu nn i ci tn ca ng y (mt ci tn Php) thnh
mt ci tn mi m chng ti la chn.
Ti sao khng? Cc cng ty b ra hng trm ngn -la pht trin mt thng hiu v ri
ci tn thng hiu c pht ra t ming ca mt v tng gim c c mt ci tn chng
hay ho t no.
Nhn t kha cnh thng hiu, v tng gim c ca mt doanh nghip ln c vai tr cng
ging nh mt ngi sao truyn hnh hay in nh. Mt ci tn ngn, n gin, d nh s n
gin ha quy trnh qung b thng hiu rt nhiu. y l l do m phn ln cc ngi sao
Hollywood t t li ci tn ca mnh:
Allen Konigsberg thnh Woody Allen.
Alphonso DAbruzzo thnh Alan Alda.
Archibald Leech thnh Cary Grant.
Cherilyn Shakisian thnh Cher.
Tom Mapother thnh Tom Cruise.
122

 Bernie Schwartz thnh Tony Curtis.

Diane Friesen thnh Dyan Cannon.
Margaret Hyra thnh Meg Ryan.
Eugene Orowitz thnh Michael Landon.
Frances Gumm thnh Judy Garland.
Issur Danielovitch thnh Kirk Douglas.
Maurice Micklewhite thnh Michael Cain.
Michael Guitosi thnh Robert Blake.
Shirley Schrift thnh Shelly Winters.
Walter Matuschanskayasky tr thnh Walter Matthau.
H iu hnh ca tm tr
Ngn ng l h iu hnh ca tm tr. Cha c t no tng c chp nhn theo chnh gi tr
ring ca n. Tng m thanh, m tit u mang theo cc hng trang ca ring n, i khi l tch
cc, i khi l tiu cc, i khi l trung dung. Nu bn mun to ra mt n tng tt trong tm
tr ngi ta, bn s phi dng nhng t ng phn nh nhn thc m bn ang c gng to ra.
H ca Donald Trump l Drumpf. Liu ta nh Drumpf Towers cng s bn c nh Trump
Towers? Chng ti khng ngh nh vy. Lipshitz Towers cng khng. Hay Bin Laden Towers li
cng khng.
Pulte Homes, cng ty xy dng nh ln th hai ca M, yu cu chng ti t vn v mt d
n pht trin thng hiu. y l mt c hi ln, h ni nh vy, v 60% ch h u khng
nh tn nh thu xy nh cho h.
Chng ti c th hiu c. Nu nh chng ti do Pulte xy, k c chng ti cng khng mun
nh n ci tn ny. Hy i tn i.
H khng chu i tn. (Tn ca ngi sng lp l Pulte.) V th, cng ty chi ra 30 triu -la
hng nm cho chin dch qung co gm c mt xe rc trong cuc diu hnh nhn ngy L t
n v cc qung co trn truyn hnh. i l qung co l DArcy Masius Benton & Bowles ca
tp on Bcom3. (t nht h thu mt hng qung co m khng th phn nn v vic dng
mt ci tn ti.)

123

Gn y, tp on Saudi Binladin, mt trong nhng cng ty xy dng ln nht trn th gii,

ang tm kim mt cng ty PR. Nu cng ty ca bn nhn c hp ng ca Saudi Binladin, th
iu u tin m bn ngh la g?
Nhiu cng ty thng khng thnh tai i vi chnh thng hiu ca n. Ti sao cng ty
Kellogg bn nc xt v nc dng di ci tn LeGout? H khng nhn ra rng khch hng c
th ngh nc xt LeGout hi m qu sao?
C mt cng ty tn l Sappi vi khu hiu t dnh cho loi giy tt. Chng ti ngh Sappi l t
ch nhng ngi ng ngn.
Xy dng mt thng hiu bia
Chng ti tng lm vic vi Cng ty Bia Pittsburgh vi thng hiu chnh l bia Iron City.
Khch hng mun bin Iron City tr thnh thng hiu quc gia. D nhin l chng ti ni
khng.
Ti sao Iron City khng th tr thnh thng hiu quc gia? l cu hi ca ban lnh o
cng ty a ra. Nu nh Rolling Rock, mt loi bia Latrobe, Pennsylvania, c th tr thnh
mt thng hiu thnh cng trn c nc, ti sao Iron City li khng?
Iron City khng phi l Rolling Rock. Hai loi bia ny c th tng t nhau, nhng tn th khc
nhau. Rolling Rock nghe nh mt thc nc mt lnh, trong khi Iron City gi ln cm gic cng
nh thp v ni tht vng. Bn gii thch th no vi mt ngi sng Pittsburgh rng bia g
st khng bn c Palo Alto (California) hay Palm Beach? Tht khng d.
(Lm sao bn gii thch vi mt ngi sng Green Bay, Wisconsin, rng nhng chic nn ng
ngn ca h kh c th tr thnh mt mn thi trang?)
V theo bn th v sao Schlitz khng cn l loi bia bn chy nht M, nh trc kia? Nguyn
nhn c th l do ci tn chng?
Horse Mackerel v nhng ci tn tht bi khc
C ng (tuna fish) tng c tn l horse mackerel. V du canola tng c gi l du rapeseed
(du ht ci). Nu bn c mt ci tn l horse mackerel hay rapeseed, hy i chng. Bn thn
cc tn gi s to ra s khc bit, c bit l trong PR, ni thng ip hon ton nm ngoi tm
kim sot ca bn.
Vi nm trc, cc ging g nh xu c qung b l Rock Cornish game hens (g mi sn x
Cornwall). Gn y Hip hi Cc nh trng mn California (California Prune Board) c s
cho php ca chnh quyn bt u gi prune l dried plums (mn kh). Nhng s thay i
ny dng nh qu tr nng cao danh ting ca prune. Ci tn prune n su trong tim
thc ngi ta ri cho nn rt kh thay i.
124

Thi gian cho vic thay i mt ci tn cn phi c thc hin trc khi n kp n su trong
tm tr ngi ta. Tri gooseberry ca Trung Quc khng c bit n M cho n khi mt
nh nhp khu i tn ca n thnh kiwifruit. (Mt vi loi thc phm c hai tn cng mt
lc, nh hazelnut (ht ph - mt loi ht n c) cn c tn l filbert, v chickpeas (ging u
H Lan), cng c bit n vi tn gi garbanzos. Ln cui cng bn gi mt ly c ph hng
ht ph l khi no? Mt ci tn hay hn khi c dng ph bin hn nhiu.)
Mt thp k trc, General Motors chn Impact lm thng hiu cho loi xe in mi ca
hng. Impact khng phi l s la chn tt cho mt thng hiu xe hi v n gi ln mt hnh
nh khng ly g tt p. (Impact c ngha l s va chm.)
F. Scott Fitzgerald mun t tn cun sch ca ng l Trimalchio cho n khi nh xut bn
thuyt phc ng i ta sch thnh The Great Gasby. Tn nhn vt n chnh trong tc phm
Gone with the Wind (Cun theo chiu gi) thot tin l Pansy OHara cho n khi mt ngi
bin tp i thnh Scarlett.
Alice Rosenbaum i tn thnh Ayn Rand. Faith Plotkin i tn thnh Faith Popcorn.
Palm Island Grenadines tng c tn l Prune Island. Paradise Island Bahamas tng l Hog
Island.
Khi bn t nhng ci tn y uy lc cho cc thng hiu ca bn, bn thn nhng ci tn
s gip to ra thng tin i chng hiu qu. Wilson gi cy vt tennis mi l Hammer, v mi
tay vt nghim chnh u phi c mt cy.Callaway gi ci bt (nh gn) qu kh ca n l
Bertha Ln. V mi tay chi gn nghim chnh u phi c mt ci. Nike gi giy chy ua ca
n l Air Max, v mi vn ng vin nghim chnh u phi c mt i.
Hng hng khng hay loi chim khng bit bay?
Ti sao bn gi mt hng hng khng bay ln b ng nc M l Kiwi International
Airlines? Kiwi l mt loi chim khng bit bay sng New Zealand; n khng thch hp t
tn cho mt hng hng khng M.
Khi Kiwi b ph sn v ngng hot ng vo nm 1996, bn nm sau khi thnh lp, Tng gim
c hng li cho v rt my bay ValuJet v s kim sot cht ch ca chnh ph i vi cc
hng hng khng mi khi nghip. Nhng khng h ng g n ci tn Kiwi, tn loi chim
khng bit bay.
Nm 1994 Kiwi vinh d c cng nhn l hng hng khng quc ni tt nht do c gi ca
tp ch Conde Nast Traveler bnh chn, tp ch uy tn nht trong ngnh du lch. Th nhng lm
th no m n li cht ch hai nm sau ?

125

Cc thng hiu c xy dng trong tm tr khch hng, trc tin l vi thng tin i chng.
Bn ngh cu hi u tin mt phng vin c th t ra vi cc nh qun l Kiwi l g? Ti sao
mt hng hng khng New Jersey li mang mt ci tn ca New Zealand?
(ValueJet, chng ti lu bn l n vn bay, nhng vi mt ci tn khc, AirTran. Liu mt ci
tn kiu AirTran c th cu c Kiwi? C l, chng ti ngh vy.)
Sn phm hay l ci tn
Vi a s cc v tng gim c m chng ti gp, ci tn khng lm h bn tm. Mi quan tm
lun l sn phm, gi c, dch v, phn phi. Tuy nhin, ci tn thng c th to ra mt s
khc bit ln lao. Master Charge (trc khi c i thnh MasterCard) l cng ty th tn dng
s mt ca M. BankAmeriCard ng th hai. Sau vo thng 3-1977, n c i tn thnh
Visa.
Ngy nay Visa chim th phn gn gp i MasterCard, v ci tn mi gp cng ln trong
thnh tu . Mt l do l nhiu ngn hng trnh dng tn ca mt trong nhng i th ca h
(BankAmerica). K n l ci tn Visa mang nt hp dn v quc t m ci tn MasterCard
khng c.
Nhiu cng ty ngn ngi trong vic i tn v cho rng vic ny qu tn km. Khi mt ngi
ngh vic i tn, iu u tin n trong u h l phi c mt chin dch qung co tn km.
Ti sao phi b tin qung co cho vic i tn trong khi thng tin i chng c th lm cng
vic ny tt hn m li t tn km hn nhiu? Khi Philip Morris Companies Inc. loan bo s i
tn thnh Altria Group, Inc., th thng tin i chng ng gp ln. Cn cc mu qung co
Altria gn nh b pht l. Ai s c mt qung co theo kiu t phc v nh Khi no th mt
cng ty pht trin hn ci tn ca n?
Ti sao li l tn Altria? Xut pht t ting La tinh altus, ngha l cao, nh m t trong qung
co, Altria biu trng cho c vng khng ngng ca chng ti l vn ti tm cao hn mt
trit l lun dn dt cho cc quyt nh ca chng ti. Trong mu qung co ny khng h thy
bng dng ca ch tobacco (thuc l) hay cigarettes (iu thuc l). (L do r rng cho vic i
tn ny l nhm trnh dnh dng n thuc l.)
Nhng c iu ch tobacco li xut hin khp ni trn cc bi bo v s kin ny. Cng ty
nh lc hng s ch vo thuc l, mt hng tt xut hin trn t New York Times. Nu mi
qung co u ni toc mng heo, trung thc, v thng thn nh cc bn tin m bn thy,
c hay nghe trn cc phng tin truyn thng i chng, th c l qung co s ng tin
cy hn i cht. Nhng liu mt qung co trung thc c th tc ng c g khng gia
mt bin la bp.

126

Aritotle vit, Nhng k ni di khi ni tht cng chng c ai tin. Mi mu qung co m

bn tung ra c nh gi khng ch bng sc nng ca li l trong m bng sc nng ca
ton b nhng mu qung co tng xut hin. (C th l mt con vt, nhng n li ang
sng trong mt cng ng g.)
Mt ci tn mi cho Andersen Consulting
Vic thay i mt ci tn thng to ra c hi trong vic thu ht s ch ca thng tin i
chng. Do tch khi cng ty k ton Arthur Andersen, Andersen Consulting buc phi i tn.
Mt cuc thi trong cn b chn ra mt ci tn, Accenture, c ghp t accent on the
future (ch trng vo tng lai).
Nhng tim nng thng tin i chng ca ci tn nh Accenture nm u? Theo cch nhn
nhn ca gii truyn thng, Accenture cng tng t nh bao ci tn ca cc cng ty khc nh
Altria, Avaya, Aventis, Agilent, Azurix, v.v
Mt ci tn tt c gi tr dn chuyn. N gi ra mt tng m cc phng vin c th khai thc.
Th th gi tr dn chuyn ca accent on the future nm u? Cng ty no m chng b ra
nhiu gi bt tn nghin cu, ln k hoch, v lo lng v tng lai? Accenture nghe ging
nh mi cng ty khc m thi.
Tm kim mt ci tn vi gi tr dn chuyn thng cng c ngha l tm kim mt ch to ra
s khc bit gia n vi cc i th cnh tranh. Thc ra, iu ny i vi Andersen Consulting
cng d lm thi.
Khng ging nh cc i th cnh tranh (IBM, EDS, KPMG Consulting, v cc cng ty khc),
Andersen Consulting tuyn dng mt lng ln nhn vin trc tip t cc trng i hc v
o to h theo cch Andersen ti mt tr s St. Charles, Illinois. Vy t tn g th s khai
thc c c im khc bit ny?
St. Charles Consulting l li gii hin nhin. Khi mt phng vin hi, Ti sao cng ty ng c tn
l St. Charles Consulting? Cu tr li s nh v mt cch hiu qu cho cng ty mi Chng ti
t tn l St. Charles Consulting nhm lu mi ngi rng phn ln nhn vin ca chng ti
St. Charles, Illinois.
ng hiu lm. Vi mt ci tn t l tng hn, nhng vi quy m v sc mnh khng c g phi
bn ci ca mt cng ty nh Accenture cng s lm cho n thnh cng. Khi bn l mt t ph,
hay l mt cng ty bc t, mt c hi b b l cng khng c g thng tic. Mi bn tm ca
chng ti chnh l vi nhng cng ty nh hn ang i theo con ng ca Accenture mt cch
m qung.
Nu Accenture c th, ti sao chng ti li khng? c th l thi ca mt cng ty c
va. Nhng vi nhng cng ty nh hn, la chn mt ci tn mi c th l mt quyt nh
127

sng cn. Mt cng ty nh hn khng th snh vi Accenture, v vy n cn mt ci tn c th

to ra c hi tt nht trong vic thu ht s ch ca thng tin i chng.
Sai lm ln nht m mt cng ty nh mc phi l ganh ua vi cc cng ty i gia. Chng ti
thng nghe, Ti sao chng ti khng th bn mi th? Nh Wal-Mart lm. Cu tr li ca
chng ti lun lun ging nhau: Bn khng phi l Wal-Mart.
Khi Jack Welch m nhn chc v tng gim c vo nm 1981, General Electric l s 1 hay
s 2 trong hu ht cc lnh vc m cng ty tham gia. C bao nhiu cng ty hng li t vic
ganh ua vi General Electric? Rt t.
C ngi hi Babe Ruth anh ta lm g chun b cho mt trn u bng chy. , Babe
ni, ti n nhng hp m sng ng, rong chi ti 2 gi sng, ung chng na lt ru
whisky, v tn hng cuc sng.
Trc khi bn b cm d lm ging nh th, hy t hi mnh, Ti c phi l Babe Ruth? Hay
Wal-Mart? Hay General Electric? Hy nh rng ng trn nh ni v leo ln nh ni l hai vic
hon ton khc nhau.

128

PHN 3
Mt vai tr mi cho qung co
21. DUY TR THNG HIU
Qung co khng xy dng thng hiu. l vai tr v chc nng ca PR. Qung co ch lm
nhim v duy tr thng hiu.
Vai tr ca qung co l tip tc cc quan h cng chng bng nhng phng tin khc. Tuy
vy, khng phi v phng tin thay i m cc chnh sch ca chng trnh quan h cng
chng thay i theo. Qung co phi tip tc cng c nhng tng v quan im ca PR.
Mt thng hiu sinh ra vn c kh nng to ra tin tc. y chnh l bn cht ca mt
thng hiu mi. Nhng iu g xy ra khi thng hiu ln mnh hn? Khi , n cn
kit tim nng thng tin i chng ca n.
Phng tin truyn thng rt thch nhng thng hiu nh Starbucks, Viagra, v PlayStation,
nhng gi y bn rt him khi c thy nhng tin tc v chng na. Chng l tin tc ca qu
kh.
Sm hay mun g th tt c cc thng hiu u ng phi chn tng gch PR. D bn c
lm g i na th cng khng th buc bo ch ng i ng li mi v thng hiu . y l
thi im phi thay i chin lc ca thng hiu t PR chuyn sang qung co.
Tip tc i cu
Nhng l loi qung co no? y chnh l ch m nhiu cng ty lc hng. Thay v tung ra cc
chin dch qung co nhm cng c cho thng tin m phng tin truyn thng loan bo,
cc ng ch ca thng hiu li tip tc i cu c. H chy cc mu qung co nhm khai
thc cc th trng mi, ngun li mi, v (hay) nhng khu vc dn c mi.
Hng xe -t Volvo ni ting v s an ton ri, nn h ang dng qung co c
li thng hiu qua pha kiu dng ca th trng. Thm ch h cn gii thiu c mu xe S-70
th thao ct ui v c th xp mui. Kiu xe Volvo c th xp mui ny i ngc vi danh ting
vn c v s an ton.
Cng ty H&R Block ni ting v khai thu, nn h ang s dng qung co c
chuyn thng hiu ca h thnh mt thng hiu cung cp dch v ti chnh.
Hng bia Heineken ni ting l loi bia nhp khu cao cp dnh cho ngi ln
tui, nn hng ang s dng qung co c thu ht gii tr choai choai.

129

Nhng thng hiu trn v nhiu thng hiu khc c th gt hi c vi thnh cng vi
nhng chin lc nh th, nhng nhng thnh cng c th ch l ngn hn. pht trin
ca th trng s cn tip tc nhng xu hng nh trong qu kh, nhng ch trong mt khong
thi gian ngn thi. Cng ging nh mt ha tin ht nhin liu, n vn tip tc bay ln cho
n khi bay ca n khng cn sc cng li sc ht tri t. Khi , n s ri xung t.
Khng phi l xe Oldsmobile ca cha bn
Bi hc in hnh nht v tht bi trong m rng kinh doanh l bi hc ca hiu xe Oldsmobile.
Ai c th qun khu hiu qung co mt thi y khng phi l chic Oldsmobile ca cha
bn? y l mt chng trnh tip th s dng qung co to c rt nhiu s ch .
y khng phi l chic Oldsmobile ca cha bn c tt c nhng yu t bi bn ca mt chin
dch qung co nhm xy dng thng hiu. N a ra c mt khu hiu rt n tng,
mt gi tr ng bn ci, v mt l do rt mnh m gii tr mua xe Oldsmobile.
Oldsmobile gii thiu kiu xe Aurora v sau l kiu xe Alero, ri Intrigue, m kiu dng r
rng l nhm vo gii tr.
Nhng bt lun chin dch qung co th no, doanh s bn ca Oldsmobile vn gim. V thm
ch l tri ngc, tui bnh qun ca ngi mua xe Oldsmobile tng ln.
Bn khng th dp b mt nhn thc bng qung co, thm ch khng th nh n bng s
tht. (Ngay ci tn Oldsmobile gp phn to ra nhn thc rng l loi xe dnh cho ngi
gi, th khng l do g ngi tr li thch li mt chic Olds?)
Chiu rng mu thun vi chiu su
Mt trong nhng cch c in s dng qung co l nhm mch ch m rng thng
hiu.
Nc cam khng cn ch dnh cho ba sng na. l tham vn ca y ban Qu c
mi Florida.
Chng ti khng cn ch l mt cng ty chuyn sn xut nc cam. Ngoi nc cam,
cng ty Tropicana hin nay bn c nc nho, nc to, nc thm, nc chanh, nc
du v c nc gii kht tri cy Twister na.
Chng ti khng ch dnh cho tr em na. Hy n y c b li mt ln na l
ch chin dch qung co ca Th gii Walt Disney nhm kch thch ngi ln tui
tham quan cc cng vin Disney Land. Nu bn khng c con, ti sao bn li mun tham
quan cng vin Walt Disney World?

130

 Chng ti khng cn ch dnh cho gii thanh nin na.. Gotta have it l ch ca
mt chin dch qung co ngn ngi ca Pepsi-Cola nhm vo ngi ln tui vi cc
khun mt ln tui nh Yogi Berra, Jimmy Connors, v Dr. Joyce Brothers.
Mt im bt li ca cc qung co ca Pepsi trc y l tp trung hi nhiu vo i tng
thanh nin, Gim c cng ty qung co ph trch chin dch ca Pepsi ni. Chng ti c
th kim c nhiu li nhun hn nhiu nu chng ti m rng cc chn tri ca mnh ct
mt m li ln hn, thu ht nhiu ngi hn l ch tp trung vo gii tr.
l tnh trng Ai s eo chung vo c mo? Chin lc rt c ngha, nhng s khng hiu
qu bi v n trng cy vo qung co lm mt cng vic m qung co khng th lm.
Qung co khng th lm thay i nhn thc. Qung co khng th di chuyn mt thng hiu
t v tr ny sang mt v tr khc trong tm tr con ngi. Qung co khng th thay th mt
thng hiu hin din trong tm tr khch hng bng mt thng hiu mi. Tt c nhng
cng vic ny u nm ngoi tm vi ca cc gii php qung co.
Qung co ch c th lm vic vi nhng nhn thc hin din trong tm tr khch hng.
Qung co ch c th lm su m thm nhng nhn thc , ch khng th thay i, iu
chnh hay m rng chng. Tuy vy, nu lm cng vic ny mt cch kho lo, th vic o su
ny cng c th c tng thng bi nhng hiu qu ln.
Hy chp nhn nhng g bn c trong tm tr khch hng
Nhng quy lut nn tng i vi thnh cng ca mt chin dch qung co bt u vi s chp
nhn. Hy chp nhn nhng g m thng hiu ca bn c trong tm tr khch hng v trin
khai tip t .
Hn na, bn s thng xuyn nhn thy rng th phn hin ti ca mt thng hiu ch l mt
mnh nh ca th phn tim nng ca n m thi.
Bi v hng Volvo ni ting v an ton, nn thng hiu thng c mnh danh l xe
ca dn m bng . Bao nhiu dn m mn bng ang li xe M? C l khong nm
triu. Bi v Volvo hin nay ch bn c trn 100 ngn chic mi nm, nh vy, r rng n cn
xa mi thng tr c dn m bng .
Chng ti khng c rng Volvo nn lm nhng mu qung co hng v dn m bng , mc
d n hon ton l mt kh nng. Tt hn, Volvo nn lm nhng chin dch qung co tp
trung vo v tr an ton m n c u th. Lm nh th, Volvo s t c bn li ch: (1)
Lun lun nhc nh mt trong nhng ch li chnh m ngi mua xe Volvo c hng. (2)
Lun hng dn khch hng mi nhng ngi chn t chn ro tham gia th trng. Theo
thi gian, ngi ta s ln ln. (3) o su th trng bng cch lm cho s an ton thnh mt
l do ngy cng quan trng i vi ngi mua xe. Theo thi gian, ngi ta ngy cng ch hn
131

tai nn xy ra trn xa l M. Hn mt trm ngi cht mi ngy. (4) Bo v thng hiu chng
li cc i th cnh tranh ang n lc ginh ly v tr v s an ton.
Nhc nh, gio dc, o su v bo v l bn l do tin hnh mt chin dch qung co
nhm cng c mt nhn thc ang hin din trong tm tr khch hng v mt thng hiu. c
bit khi bn so snh vi cch lm ngc li l tin hnh mt chin dch qung co nhm c gng
thay i mt nhn thc hin hu. Lch s chng minh rng cch lm sau khng hiu qu v
qung co vn thiu tn nhim.
V d nh trng hp cng ty H&R Block n lc m rng sang lnh vc k hoch ti chnh, cm
c nh ca, lm dch v mi gii, v thm ch qun l ti sn t nhn. Phi chng cc khch
hng ca Merrill Lynn, Charles Schwab, hay Citibank s quyt nh tm n H&R Block nh t
vn ti chnh bi v h thy qung co trn truyn hnh v vn ? Chng ti khng ngh nh
vy.
Mt khc, dch v khai thu hu nh vn cn l mt th trng cha khai thc. H&R Block ch
gip khai thu cho 14% ca 132 triu ngi np n yu cu hon thu hng nm. (Con s ny
bao gm s ngi ng k c vn phng chnh v chi nhnh cng nh trn nhng sn phm
phn mm v mng Internet).
H&R Block c th hng li t vic o su thng hiu thu ht thm trong s 114 triu
ngi xin hon thu hng nm m n b l.
Ly trng hp Heineken. y l thng hiu thng t gi mnh l bia nhp khu bn nhiu
nht M. Khng cn na. V tr b bia Corona Extra chim mt. Mi m sn tm gii tiu
dng choai choai, Heineken nh mt v tr hng u ca n. Heineken ang i din cho ci
g hin nay? Thng hiu ca n ang c nguy c bin thnh ch l mt loi bia khc m thi.
Cng c v tr dn u
Qung co c bit thch hp khi bn mun cng c mt v tr dn u. V khi bn ginh
c v tr dn u ri, bn lun mun cng c n.
Dn u mt mnh l mt trong nhng mc tiu u tin ca bt c chin dch tip th no. l
l do ti sao bn li mun to ra mt loi sn phm mi (nh vy bn c th khi ng thng
hiu ny t ngy u tin t v tr s 1). l l do ti sao bn mun l thng hiu u tin
trong mt loi sn phm mi ( bn c u th i trc trong cuc cnh tranh). l l do ti
sao bn mun qung b v tr dn u ca bn (nh vy khch hng mc tiu tin rng thng
hiu ca bn phi l tt nht bi v mi ngi u bit sn phm no tt hn mi chin thng
trn th trng).
Li th ca v tr dn u khi tin hnh qung co chnh l s ng tin cy ca n. Gi d
thng hiu ca bn c mt s thuc tnh m bn c th a ra qung co nh: p, bn,
132

d dng v dn u. p, bn, d dng l nhng vn thuc v kin. Cc i th cnh tranh

cng c th qung co nhng vn . Nhng dn u th khng th bn ci. Ch c mt
thng hiu bn chy nht trong chng loi bia, lp xe, dch v Internet, xt c chua: bia
Budweiser, v xe Goodyear, dch v mng AOL, v xt c chua Heinz. Mi thng hiu ny, t
nhiu, cng u chy nhng qung co tn dng v tr dn u ca n.
Dn u l mt uy tn. Dn u cng bao hm ngha l tt hn. AOL hn l c nhng dch v
mng tt hn bi v n l cng ty dn u.
S cng tt hn nu bn ni kt s dn u ca thng hiu vi mt li th c th m cc
phng tin truyn thng gieo vo u c ca khch hng tim nng. America Online (AOL)
c bit rng ri nh l nh cung cp dch v Internet cho nhng ngi mi bt u. Hay
dch v Internet trn nhng xe tp li nh nhng k xu ming ni v AOL.
Nh vy qung co ca AOL tn dng c hai mt dn u v kin tiu cc qung co.
Qu d dng, nn ng nhin l s 1.
Khu hiu qung co nghe c l ca Coca-Cola (th tht) phi hp c hai: hng u v chnh
gc. Tt c nhng ci khc ch l bt chc Coca-Cola m thi.
Vn sng to
Ti sao Coca-Cola khng lm sng li khu hiu th tht ny? Gii qung co lun chng li
cc chin dch qung co tng t bi v n chng c g sng to.
Sng to t n l vt cn ln nht trn con ng thit lp vai tr mi cho qung co. Ni nm
na, mi chin lc qung co m chng ti tng t vn cho bt c khch hng no (v c hng
trm l t) cng u b nhng ngi lm qung co chng li v cho rng chin lc khng
sng to.
Nhiu nm trc, chng ti lm vic cho mt chui ca hng bnh kp tht bm c hai quy
phc v c tn l Rallys cnh tranh vi cc c s c mt quy phc v ca McDonalds v
Burger King. Chin lc ca chng ti l tp trung vo tc : bnh kp tht bm 60 giy, hay
mt ci g tng t nh th.
Khng, ngi vit qung co ni ting ngi t vn sng to cho khch hng ca chng ti,
ni thng, khng phi l sng to. Qu r. Chng ti nn tp trung vo kha cnh lm ng
khch hng.
tin cy nm ch no trong ? Chng ti hi. Bn c th bit l do ti sao nhng ca tim
ca Rallys phc v nhanh. Chng nh v hon ton nhm vo khch hng mua em v nh.
Hn na, cc ca hiu Rallys c hai ca phc v, thay v mt ca. Nu tc khng phi l li

133

th ch yu th vic g h phi chn Rallys lm tn thng hiu (rally c ngha l cuc ua xe

ND)?
Chng ti thua trong cuc tranh ci ny, v nhiu cuc khc, trc nhng i th vin dn
ch sng to bin minh cho mt quan im khc.
Khng cn sng to
Bt c mt thng hiu no xem xt mt chng trnh qung co u khng cn qung co
sng to. Nu cn sng to th nn s dng PR.
Bn sng to ra thng hiu bng PR. Bn duy tr thng hiu bng qung co.
Qung co khng to ra thng hiu Goodyear, nhng qung co ang thc hin mt vic ln
l duy tr thng hiu .
Qung co l ngi lnh xng lp i lp li nhng li ni v tng c sn trong tm tr
ngi ta. Mc tiu ca mt chng trnh qung co l a nhng li ni v tng ny ni ln
v lm cho chng lun vang di trong tm tr khch hng.
Gim c sng to ca hng qung co ngi mang mt cu reo h mi m n cuc chi ln
sp sa tht vng v phn ng ca m ng.
Ci qui qu g th ny? l mt phn ng tiu biu i vi phn ln cc qung co thng
mi trn truyn hnh hin nay. Tnh sng to cn tr chc nng ch thc ca qung co - khng
phi l thng tin hay truyn t. Chc nng ch thc ca qung co l tng cng mt nhn
thc sn c trong tm tr khch hng.
Tylenol l loi thuc gim au m cc bnh vin dng nhiu nht. N phi tt hn aspirin hay
Advil, ngi tiu dng ngh vy, nu khng th bnh vin ni c nhiu thng tin nht ca gii y
hc u c dng nhiu Tylenol nh th. Sng to chng? Khng. Hiu qu chng? ng th.
Trong cc hiu thuc ngy nay, Tylenol l thng hiu bn chy nht.
Hy nhn vo cc mu qung co phim nh. Nu bn l ngi vit qung co cho phim nh
mt i l qung co, bn s khng c vic g lm. Lc no cng th, cc cu qung co phim
nh u c b nguyn xi t cc bi im phim. Ti sao nh vy? Bi v cc hng phim khng
c tin cy i vi cng chng nhng ngi s ch tin tng vo nhng g m cc nh ph
bnh in nh nhn nh v phim.
Nhng ngi ung ru tng c tt c v ru vang c trn bo, i, s p ng thun li
vi mu qung co v ru Rosemount, Loi ru s 1 M. Gt i nhng con chut ti v
sc nu. Rosemount cho chy nhng mu qung co cng c v tr ca mnh trn th trng,
ch khng phi s dng tnh sng to.

134

Hon ton tri ngc vi Rosemount l Budweiser. Ch, ch, thn ln, v nh ng theo bia
Budweiser t t i xung trong mt cng chng. Doanh s bn bia c th gim, nhng cc gii
thng cho tnh sng to vn tng v nhng mu qung co bia Bud tip tc gt hi nhng ho
quang gi to.
Ngi ung bia ngh g khi bn ni cp n bia Budweiser? Nhng con vt duy nht hin ra
trong u h l nhng ch nga Clydesdale tng c dng ko nhng xe ch bia
Budweiser. M tng c sc thc y duy nht lin quan ti bia Budweiser l vua ca cc
loi bia.
(Vi nm qua, hng bia Miller Brewing cho chy mt qung co trn truyn hnh vo ngy
ngh trong c mt i tnh nhn i trn xe nga. Cho n tn cnh cui cng khi logo ca
Miller xut hin, nhiu ngi vn ngh l mt qung co ca Budweiser.)
Budweiser nn chy qung co vi ch vua ca cc loi bia, v nn dng nhng xe ch bia
v nhng ch nga Clydesdale cng c di sn vn c l loi bia lu i nht, ni ting nht,
c a chung nht ton nc M. Thnh thong, Anheuser-Busch cng cho chy mt mu
qung co Budweiser dng hnh nh nhng ch nga Clydesdale, m gn y c chiu
Super Bowl. Theo mt cut thm d vi 5.260 ngi ca tp ch Adweek, qung co c hnh
nh nga Clydesdale l qung co thng mi c a thch nht nm 2002 ca Super Bowl.
Bn c th tng rng nhng ngi ung bia lin h Budweiser vi nhng con ch, thn ln, v
cu qung co mi y nht, Ci g y? Nhng khng phi. H lin h Ci g y? v nhng
con ch v thn ln vi qung co Budweiser. C s khc nhau y.
Nghch cnh ca qung co sng to
Hn 40 nm trc, nh nghin cu lng danh Alfred Politz ch ra cc nguy c khi khch hng
yu cu loi qung co y tnh sng to. Trong mt bi bo ly ta Nghch cnh ca qung
co sng to, Politz vit, Tht khng may, nhng khng c g ng ngc nhin, rng nh sng
to gi y ang chuyn nhng n lc t vic lm cho sn phm hp dn sang vic lm cho
qung co hp dn. Rt cuc anh ta khng cn bn sn phm cho ngi tiu dng, m ch l
bn qung co cho khch hng ca anh ta m thi.
Chng no m cc cng ty qung co cn bn cc mu qung co cho khch hng thay v bn
sn phm cho ngi tiu dng, th chng y vn cn sc p i hi qung co sng to. Phi
mi, phi khc, v phi l u tin. Ni mt cch chnh xc, y l nhng yu t a n cuc ly
d gia qung co vi chnh sn phm.
Ci cn mi, khc, v u tin chnh l sn phm, ch khng phi qung co. y mi chnh l
nhng yu t li ko s ch ca gii truyn thng i chng.

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ng l chng ta s phi iu chnh li. Ci cn mi, khc v u tin l nhn thc v sn phm.
V y l nhim v ca ngi lm PR. Bng cch no chng ta c th lm cho mt sn phm
hay dch v tr thnh mt thng hiu c xem l mi, khc v u tin?
Ni cch khc, tnh sng to thuc v PR, ch khng phi qung co. Ngh ca qung co khi
n c s dng l cng c nhng tng c gieo vo tm tr ngi ta bi thng tin
i chng.
Khng c li t u t
Nu nhn mnh vo sng to l sai lm ln nht ca bn v qung co, th sai lm ln th hai
bn c th mc phi l tm kim mt khon li t u t cho qung co.
qua lu ri ci thi bn c th b ra mt triu -la chi ph cho qung co v ri gia tng li
nhun ln mt triu -la cng cng nm . Th nhng c mt s ngi bnh vc qung co
tin vo vic thu li t u t cho qung co. Tuy vy, h xem qung co nh mt khon u t
s sinh li vo mt thi im no trong tng lai, ch khng phi ngay trong nm . (V d)
nu chng ta chi ph mt triu -la nm nay, th s thu li c trong khong chng nm nm
sau.
Mt vi ngi thm ch i kh xa khi ngh xem qung co nh mt chi ph vn, cch
tng t nh mt vi cng ty xem chi ph nghin cu v pht trin l vn vy. H ngh a
ph tn qung co vo vn trong cc bng cn i ti chnh hng nm.
D bn c lm cc bi ton bao nhiu ln i na th cng khng th chng minh c ci l
thuyt thu li t u t vo qung co. Ni chung, qung co khng th tr cho chnh n.
Hin nay, phn ln cc cng ty qung co phi trng cy nhiu hn vo cch tip cn nim
tin. Nu bn tin vo qung co, bn s ng h mt ngn sch qung co ng k. Cn ngc
li ngha l bn khng tin vo qung co th ch c tri mi gip bn tn ti trong gii kinh
doanh M hin nay.
Trong tnh hnh ny, qung co khng phi l vn u t c th to ra c tc. Qung co
chnh l bo him. Tc l, qung co bo v thng hiu trc cc cuc tn cng ca i th
cnh tranh. Qung co l ci gi m bn phi tr duy tr v tr thng hiu ca bn trong tm
tr khch hng. Duy tr thng hiu hn l xy dng thng hiu.
Trong cc bng cn i ti chnh, qung co ging nh chi ph duy tu bo dng hn l chi ph
nghin cu pht trin. Khng c chi ph qung co, gi tr ca thng hiu s b mai mt dn.
Qung co khng phi s to ra li trong tng lai. N s bo v thng hiu hm nay.
Mt chng trnh qung co tt bao gi cng mang phm cht ca Ti bit ri, nhng vn
thch nghe bn nhc li. Mt vin kim cng l vnh cu, chin dch qung co di hn ca

136

DeBeers mang phm cht . Thay v mang nhiu thng tin, mt chng trnh qung co tt
thng cha nhiu cm xc (nh vai tr ca mt ngi c v).
Nu qung co l bo him, th li thu c t u t cho bo him l g? Nu bn chi mt
ngn -la cho bo him nhn th nm nay th bn s ly li c ci g? D nhin, khng g c,
tr phi bn bit. Bo him l mt chi ph kinh doanh c chp nhn cho d n khng to ra c
tc. Nh vy, ti sao khng qung co?
Nhng ngi c quan nim thu li t u t cho qung co cn c bin minh cho chi ph qung
co bng cch chi tin qung co cho cc sn phm n theo. Trong cc mu qung co sn
phm, nht l thc phm, him khi bn thy qung co cho thng hiu gc.
Ci m bn thng thy l hng h sa s nhng sn phm n theo. No l hng v mi, kch c
mi, no l thnh phn mi, chng loi mi. Kem ng rng Crest, bn chi Crest, nc sc
ming Crest. V mi y nht l sn phm lm trng rng Crest.
Quyt nh tiu ph bao nhiu cho qung co sau khi thit lp c thng hiu l mt
quyt nh tinh t. Bn mun chi ph va bo v thng hiu chng li s cnh tranh,
cho d s hon ton khng lm tng th phn.
Trong mt vi trng hp, bn c th khng xi ly mt ng v c mc thng hiu ca
bn cht mt ci cht t nhin. iu ny c bit ng i vi nhng mt hng ang suy sp v
doanh s v khng c my tng lai.
Hng Smith-Corona nn chi bao nhiu qung co cho my nh ch vo bui bnh minh ca
my tnh c nhn? Khng mt ng.
Khng th thng mt xu hng
Qung co khng th thng mt xu hng.
Nu ln sng ang ngc chiu vi bn, cch tt nht l c cho thng hiu cht chm,
ri tung ra mt thng hiu mi da vo ln sng k tip. L ra hng Smith-Corona nn tung ra
mt my tnh c nhn vi mt tn thng hiu khc.
Khi th trng qun jean xanh b suy thoi, cng ty Levi Strauss tung ra thng hiu Dockers
cho loi qun thoi mi. Ngy nay, Dockers l mt thng hiu ni ting khp th gii tr gi
hng t -la. qung b cho thng hiu v thc y xu hng n mc thoi mi trong cng
vic hng ngy, hng Levi Strauss c sng kin v Ngy th su mc gin d. Thm ch,
hng cn gi ti liu bo ch v Ngy th su mc gin d n cc v gim c nhn s ca
cc cng ty.
Khi bn chn mt tn mi cho thng hiu th hai ca bn, hy thn trng vi cc kho st.
Bn khng th nh gi ht sc mnh ca thng hiu th hai ny trc khi n tr thnh thc
137

t. Vo thi im trc khi tung xe Lexus ra th trng, nu bn lm mt cuc thm d th

ngi ta ngi ta thch mua xe Lexus hay Toyota Ultra, lc , c l bn nhn c kt qu
l ngi ta thch tu xe Toyota Ultra hn d nhin.
Ngi tiu dng thch nhng ci tn m h bit hn l nhng ci tn m h m mt. Chnh
sc mnh ca thng tin i chng lm cho xe Lexus tr thnh mt hng hiu hin nay.
22. NG I CHCH HNG
Nhiu thng hiu c khi ng vi s gip sc ca cc phng tin truyn thng i chng
to ra c tng v nhn thc v thng hiu trong tm tr khch hng tim nng.
Ri sau , cc b phn qung co c xung trn vi cc chin dch qung co tri ngc vi
hnh nh thng hiu c to ra.
i lc ng, l chuyn xy ra i vi cc b phn qung co (ca cc cng ty) thng xuyn
hn chng ta tng.
Bia COORS i chch hng
Chng hn khng c thng hiu bia no nhn c s ng h ca thng tin i chng mnh
m cho rng bia Coors, Ngn Ni Cao, nh ta mt bi bo trn t New York Times
Magazine nm 1975.
l loi bia sang trng nht c nc. Henry Kissinger ung n. Ti t Paul Newman cng
ung n, t New York Times Magazine vit nh th. y l thi im vng son l ra a
bia Coors ln nh cao nht ca bc thang th trng bia. Nhng, iu khng ti.
c khch l bi qu ngt do thng tin i chng em li, Coors s dng qung co m
rng thng hiu trn th trng c nc. Khng may, t qung co ct i tnh sang
trng ca thng hiu Coors. N qun ni ti ni dung ni bt in trn nhn, Loi bia nh a
thch ca ngi M. ng ra, Coors l loi bia nh u tin ca c nc M. (Loi bia Coors
thng t ca-lo hn loi bia nh Michelob.)
Sau , Coors cn t ph hoi di sn bia nh ca mnh khi tung ra th nghim loi bia mang
thng hiu Coors Nh. (Phi chng Jack Daniel Distillery th gii thiu loi bia nh ca Jack
Daniel sao?)
Coors li tip tc t lm tn thng di sn nc sui Rocky Moutain ca mnh khi m thm nh
my th hai Virginia. Coors mt hn 100 nm thuyt phc dn ghin bia rng nc sui
Rocky Moutain l thnh phn c bit cho bia Coors hng v c o. Ri, ch v tit kim
chi ph vn chuyn, Coors quyt nh dng nc sui Elkton Virginia lm bia Coors!
Nh vy lm sao c th gi l hng v c o ca Rocky Moutain khi Coors lm bia cho dn
ghin min ng nc M m khng c nc sui Rocky Moutain?
138

Coca-Cola i chch hng

Coca-Cola cng theo vt xe ca Coors. Ging nh Coors, cng ty Coca-Cola pht l vi lch
s, di sn, v huyn thoi ca chnh mnh v mi m theo ui nhng qung co thng minh v
sng to.
Di y l lc s nhng ch qung co chnh ca Coca-Cola:
1886 Hy ung Coca-Cola.
1893 Nc tng lc tr c l tng.
1905 Coca-Cola hi sinh v pht trin.
1922 Gii kht bn ma.
1929 Ung cho khe li.
1941 Tha mn cn kht ca bn.
1956 Coca-Cola, lm cho mi thc u ngon hn.
1960 Coke gii kht tt nht.
1970 l th tht.
1971 Ti thch mua mt lon Coke cho c cuc i.
1979 Hy mm ci vi Coke.
1982 Chnh l Coke.
1985 Coke mi.
1989 Khng th ngon hn.
1990 Khng th tht hn.
1993 Mi mi.
1998 Vui i.
2001 V ngt cuc sng.
2002 C th gii u thch Coke.
Vi khu hiu nghe n iu, so rng, v ngy ng. Coca-Cola dng Vui i cng lc vi Pepsi
ang s dng Nim vui ca cola. C hai thng hiu cola hng u th gii cng r nhau tiu
ht 382 triu -la mi nm ch gi n ngi tiu dng mt thng ip: vui vi cola.

139

Ch c hai ln, vo nm 1970 v 1990, Coca-Cola mi tht s quay v ngun v s dng loi
qung co m l ra Coca-Cola phi dng. l loi qung co nhm cng c di sn ca n.
Vo nm 1970, Coca-Cola chy mt lot qung co trn truyn hnh m u vi hnh nh hm
ni Grand Canyon. C hn ba ngn hm ni trn khp th gii, nhng ch c mt gi l ng,
trong bo tng, hay trong t lnh bn u bit n.
Tip theo cnh m u v Grand Canyon l nhng hnh tng nh N Thn T Do, Ta nh
Empire State, Thc Niagara, v Cu Golden Gate. V cng c c xe Rolls-Royce, xe m-t HarleyDavidson, tranh Mona Lisa, nhn nh hn kim cng, mt ming bnh hnh nhn, mt cy
kem, v tt nhin mt chai Coca-Cola mt lnh mt th tht.
Gi s Coca-Cola l mt i bng , th cc c ng vin trn khn i s h reo, Chng ti l
th tht! H s chng h ln nhng khu hiu nh Vui i hay Mi mi hay V ngt cuc
sng hay C th gii u thch Coke.
Mt tng c, nht l nu gy xc ng, s vang vng trong tm tr khch hng. Mt tng
mi, nht l tng cha tng c, th thng s b hoi nghi.
Nhn thc v Coca-Cola nh mt th tht cng l gii ti sao New Coke thm bi n th.
N hy hoi tin cy ca thng hiu, y nh sai lm m hng bia Coors phm phi vi loi
Coors Nh v s dng nc sui Elkton lm bia.
Callaway i chch hng
Sn phm lm cho thng hiu Callaway ni ting chnh l loi gy nh gn Callaway Big
Bertha. Nhng nhng cy gy nh gn th cha vi Callaway.
Cng ty Callaway Golf u t 170 triu -la xy dng mt nh my v c s h tng sn
xut mt loi banh nh gn mi vi tn gi Callaway Rule 35. Ri cng ty li tn mt gia ti
nho nh thu cng ty Arnold Palmer qung b cho tri banh mi.
Doanh s bn Callaway Rule 35 nm u rt khim tn ch c ba triu -la.
Dng mt ci tn n theo (callaway) cnh tranh vi i th hng u trn th trng banh
gn Titleist l mt sai lm. Nhng c gng hon thnh nhim v hu nh bt kh thi ny
bng mt chng trnh qung co mi chnh l nh cao ca s ngu xun.
(Nhng tn thng hiu tt, nh St. Charles Consulting, thng cha sn ht ging tin tc
hp dn. V sao ng gi cy gy nh gn mi ca ng l Big Bertha, h ng bn Callaway? Bi
v cy gy nh gn lm ti lin tng ti khu i bc m ngi c ch to trong Th
chin th nht pho kch vo Paris t cch xa 70 dm.)

140

Th th thng hiu tri banh gn Rule 35 c cht ngha g khng? C, nhng khng ln. N
c t tn nh vy nhm li ko s ch n 34 quy nh hn ch v kch c, c im, v
kiu dng ca tri banh gn.
Khi nhng cng ty ln ln, h thng c khuynh hng qun mt nhng g lm h ni ting.
Thng hiu gy nh gn Callaway Big Bertha l mt thnh cng ln nh vo loi sn phm
mi, tn tui mi v mt chin dch PR mnh m. Qung co ch ng vai tr th yu. Khi mt
cng ty gt hi thnh cng v tr nn ln mnh (v d: lc Callaway l nh ch to gy nh
gn hng u), thng ngh rng mnh c th rt ngn quy trnh bng cch i thng vo mt
chin dch qung co ln m khng cn qua giai on PR.
Hin nay Callaway cn qung co khng phi gii thiu tri banh gn, m bo v v tr
hng u ca n v gy nh gn.
Trong ngh t vn, chng ti lm vic vi nhiu cng ty nh Callaway Golf. H hiu rng sn
phm n theo, ni chung, khng hiu qu, nhng nu h c th tm ra mt ngoi l i vi quy
lut chung , th cng cho h c l do th ri.
V General Electric pht trin thnh cng cc sn phm n theo thng hiu ca n,
nn h cng c th lm c.
V Nike c th dng mt ch v ngha (Hy lm i) v khin mi ngi nh
n, nn h cng c th lm c.
V Wal-Mart c th bn tt c mi th, nn h cng c th lm c.
V Microsoft c th mua li mt thng hiu s 2, ri lm cho n tr thnh s 1
n phm, nn h cng c th lm c.
Chuyn cng ging nh ni rng v c ngi trng s 100 triu -la nn bn cng c th
trng vy. ng th, nhng xc sut l rt thp. Hn na, v tr cng ty ca bn c th khc vi
nhng v d nu trn. Bt lun th no, cng ty bn khng phi l Nike. Khng phi Microsoft.
Khng phi Wal-Mart. V khng phi General Electric.
Hy nh li khuyn ca chng ti. Bn s lun thy rng quy lut no cng c ngoi l. Bn c
quyn la chn. Hoc bn s sng da vo cc quy lut v chp nhn kh nng bn c th nh
mt c hi bi v bn khng dm ph v quy lut. Hoc bn s sng mt cuc sng hn lon.
Xerox i chch hng
Mt trong nhng sai lm ln nht trong tip th l c gng dng qung co m rng thng
hiu vi cc sn phm n theo.
Giy in kinh Nike, gy nh gn Nike.
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 Ru trng Tanqueray, ru vodka Tanqueray.

Xt c chua Heinz, xt cay Heinz.
Sn phm n theo c bit nguy him nu qung co l cch thc ch yu tip th cho sn
phm hay dch v n theo ny. Xerox, mt trong nhng cng ty cng ngh tin tin nht th
gii, c gng tip th mt dng sn phm my ch hiu Xerox. Ri li c gng tip th dng sn
phm my tnh c nhn. C hai u tht bi.
Trong c hai trng hp, Xerox u da vo qung co truyn i cc thng ip v sn
phm my tnh ca n. Nhng qung co th li khng c tin cy i vi ngi mua. My
tnh hiu Xerox ? Tht l v vn. Xerox chuyn v my photocopy m.
R rng, Xerox c uy tn v my photocopy. Xerox li khng c uy tn v my tnh. V qung co
khng th cung cp uy tn cho c my ch ln my tnh c nhn. Uy tn phi do cng tc PR
to ra. n gin l nh th.
Kha cnh ti cng c ca nhng sn phm ny cng lm tn thng kh nng m rng
thng hiu ca Xerox. Xerox khng phi l tin phong v my tnh. Do khng c nhiu u
th cnh tranh. Kt qu l, thng tin i chng to ra c cng ch mc va phi. Tht bi
hay thnh cng ph thuc hon ton vo qung co.
Nu bn ch bit da vo mt mnh qung co lm cho thng hiu ca bn thnh cng th
thng hiu ca bn s lm nguy.
Amazon.com i chch hng
Amazon.com l mt thng hiu c xy dng nh thng tin i chng. C lc, Amazon c
nhc ti trong cc bi bo cn nhiu hn c tng thng Bill Clinton. Nhng nhng ngy y
qua lu ri.
Ngy nay Amazon cn qung co duy tr v nng cao thng hiu. Nhng phi l mt
thng hiu sch, ch khng phi mt thng hiu bun bn th. iu ny c bit ng
bi v doanh s bn sch ti Amazon st gim trong thi gian gn y.
Amazon cn phi dc ht sc cho nhng hi ch sch, nhng xe bn sch lu ng, nhng cuc
hi tho do Amazon ti tr vi nhng tc gi ni ting, nhng quy sch ca Amazon t ti cc
th vin, v tt nhin, qung co ca Amazon y mnh vic kinh doanh sch. Mc tiu ca
Amazon nn nhm vo th phn 7% ca n trong ngnh sch v nng ln 25%.
Thay v s dng qung co y mnh vic kinh doanh sch, Amazon ang dng qung co
m rng sang cc loi sn phm khc.

142

Kt qu tht ti t. Nu Amazon l mt hiu thuc ty hay mt hiu tp ha hay mt ca hiu

bn l, cc nh u t hn l i ly u ng ch Amazon Jeff Bezos. (ng vy, bng mt
n lc siu nhn, Amazon.com c th lm ra cht nh li nhun trong qu t nm 2001.
Nhng Amazon c tip tc con ng chin thng ca mnh khng? Chng ti nghi ng iu
.)
Nhng khng c ai hoi nghi g ti Amazon.com, biu tng qung co cho nn kinh t mi.
ng lo, thi ca Jeff Bezos hnh nh l vy: chng ta c tin vt qua kh khn cho
ti lc ha vn ri c li.
D bn c bao nhiu tin i na, m l trong mt thi gian di, th bn s b ph sn. Ch c
sai lm v iu ny, Amazon s tin dn n bi rc ca lch s, nu khng chu thay i chin
lc. Amazon ang tip tc nm nhng ng -la qung co vo ch kh khn m khng h
li li v nh gi li chin lc ca mnh.
Qung co khng th xy dng mt thng hiu, v qung co cng khng th thay i mt
thng hiu mt khi thng hiu c xy dng.
Khu hiu qung co y khng phi l xe Oldsmobile ca cha bn khng th no thu ht
thm nhng ngi mua xe tr tui.
Khu hiu qung co y khng ch l trang web ca nhng ngi mua sch l mt tng
qung co m c may thnh cng cng ch nh qung co xe Oldsmobile m thi.
Hy vng duy nht ca Amazon chnh l mt chin dch PR, d cho rt kh khn. Ti sao Amazon
khng t b qung co v dng PR pht trin v th ca mnh?
Cu tr li lun ging nhau. Chng ti khng th ch i hiu qu ca mt chin dch PR.
Chng ti phi tin nhanh trc khi c mt ngi no khc p vo gy chng ti.
Qu l tin thoi lng nan. Mt mt, thng hiu no i vo lng ngi trc (bng PR)
thng s l k chin thng lu di. Mt khc, cc chin dch PR thng phi mt thi gian mi
pht huy hiu qu.
Chnh v vy m c nhiu cng ty c gng t giai on bng cch s dng qung co t
nhp vo tm tr ca ngi tiu dng. C th hiu c l l ca h. Nhng khng th hiu
c ti sao cc cng ty c eo ui mt chin lc khng hu hiu. Bn khng th i hi
qung co lm thay cng vic ca PR.
Theo phn tch, Amazon kim tin nh nhng ngnh kinh doanh chnh: sch, nhc v bng
video. N b l sn phm v dch v khc m n ang c rao bn. V danh sch mi di lm
sao: hng u gi, vt dng tr em, my nh v ph tng nh, xe hi, in thoi cm tay, dch
v, my vi tnh, phn mm, in t, dng c y t v thm m, dng c nh bp v gia dng,
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tp ch di hn, thit b v vt dng ngoi tri, cng c v kim kh, chi v tr chi v du
lch.
Ngnh kinh doanh chnh ca Amazon chim 58% doanh s. iu g xy ra nu Amazon thu hp
s tp trung vo sch, nhc v bng video? Nu bn l ngi bit tnh ton, bn s quyt nh
c ngay. Nu bn l Nhn Vt ca nm 1999 trn ba tp ch Time nh Jeff Bezos, hn bn s
kh nut tri cu hi ny.
Ci hay ca vic thu hp s tp trung l ch bn khng cn phi t b nhng sn phm khc.
iu bn phi lm l a ra y cc thng hiu m bn cn mi thng hiu u biu
trng cho mt ci g trong tm tr ca khch hng.
Hy nh rng thng hiu c xy dng bi thng tin i chng. Mt thng hiu mi c
nhiu tim nng v thng tin i chng hn l mt sn phm n theo ca mt thng hiu c.
Nhng thng hiu mi nh xe Lexus, Dockers, DeWalt, Palm v BlackBerry to ra hng tn
thng tin i chng.
Trng hp Polaroid, Xerox, v Kodak
Bt c lc no Amazon cng c th quay li vi nhng ngnh kinh doanh ct li ca mnh,
nhng khng phi cng ty no cng c c mt s an ton m ngnh kinh doanh chnh c li
mang li. Hy ly ba v d mi y: Polaroid, Xerox v Kodak.
C ba thng hiu ny u gn cht vi cc loi sn phm ht thi vng son ri. Polaroid vi
my chp nh ly lin, Xerox vi my photocopy giy phng, v Kodak vi phim chp nh. C ba
cng ty u ang c l mt vic tng t nh Amazon l m rng thng hiu qua nhng dng
sn phm khc.
Lch s chng minh rng gii php ny khng hiu qu. Mt thng hiu cng ni ting bao
nhiu th cng kh khn lm thay i hnh nh m thng hiu to ra trong tm tr
ngi tiu dng by nhiu.
Thng hiu Western Union tng trng cho in tn, nhng th trng cn kit, vy nn buc
lng Western Union phi chuyn sang kinh doanh cc dch v in thoi ng di. Mc d
Western Union l mt thng hiu ni ting hn Sprint hay MCI, cng ty ny cha bao gi
thnh cng trong lnh vc in thoi. Sau khi b l 600 triu -la, cng ty dp kinh doanh
in thoi, v lui v vi ngnh kinh doanh chuyn tin.
Mn mt cu ca F.Scott Fitzgerald, khng c mn hai trong vic to dng thng hiu.
Mt khi m thng hiu c thit lp vng chc trong tm tr khch hng, th kh m thay
i nhn thc v thng hiu . Vy, mt cng ty c sn mt thng hiu uy tn ri th nn
lm g? Hy to ra mt thng hiu th hai.

144

iu c th qu tr i vi Polaroid, Xerox v Kodak nhng cng ty gi qu lu mt

thng hiu duy nht, nn khng th thy c li th ca mt thng hiu th hai. Nhng
Amazon vn cn c may. Bi v Amazon l mt cng ty tr, khng b tri buc trong nhng li
c nh Polaroid, Xerox hay Kodak. Hy ch xem sao.
Ru Smirnoff i u ru Absolut
Tuy vy, gii qun l ca nhng cng ty ln ngi pha sau nhng l ct ca h c h tr bi
ngn sch qung co ln tin chc rng khng c mt thng hiu mi ni ln no c th e da
c vng quc ca h. H qun mt PR. H khng th bit rng qung co khng th bo
v h chng li cc chin dch PR c pht ng bi mt thng hiu mi trong mt lot sn
phm mi.
Tp on Heublein, s hu ch ca ru vodka Smirnoff, thng hiu ru mnh bn chy th
hai M, nm ln khc t c hi phn phi loi vodka Absolut ca Thy in.
Nh mt nh qun l vodka ca Heublein gii thch, Nu nhng ngi Thy in n y v
gii thiu loi vodka thng ho hng ca h, e da ru Smirnoff ca chng ti, khi ti s
tung ra ru vodka t nht th gii, ru Smirnoff ca Sa hong, p cho h nh t.
Khi doanh s ca Absolut bng n, Heublein thc s tung ra mt loi vodka thng ho
hng, t tn l Smirnoff en. Nhng Smirnoff en tht bi trong vic nh Absolut
vn tip tc tng nhanh trn th trng. (Hin nay Smirnoff c bn li cho Diageo, cng ty
kinh doanh ru mnh nht th gii.)
i chch hng vi nhng sn phm n theo
Mt sn phm n theo hu nh s chng bao gi thng c mt thng hiu mi c
to bi thng tin i chng.
Loi my tnh b ti Jornada ca Hewlett-Packard c thng c loi my Palm khng?
Khng.
Xt cay ca Heinz c thng c xt cay ca Pace khng? Khng.
Loi thuc gim au ca Bayer c thng c Tylenol khng? Khng.
My tnh c nhn IBM c thng c Dell khng? Khng.
My in thoi cm tay Motorola c thng c Nokia khng? Khng.
Ti sao cc cng ty li tung ra cc sn phm n theo thay v tung ra cc thng hiu mi?
Thng l v s tn tin. Chng ti khng tin tung ra mt thng hiu mi.

145

Khi bn o su hn, bn s thy rng qung co chnh l trung tm ca vn . Chnh chi ph

qung co cho mt thng hiu mi khin cc cng ty chn gii php sn phm n theo.
Thng hiu mi u vi thng hiu c
Tht l tri ngc. Cc thng hiu mi phi c tung ra bng thng tin i chng, ch khng
phi bng qung co. Chnh cc thng hiu c mi cn qung co, l oxy trong cc h
thng h tr s sng ca chng. Thng hiu mi cn tin cy ch c to ra nh thng
tin i chng.
Thng hiu mi cn thng tin i chng. Thng hiu c cn qung co. Nhng khng phi
thi gian lm cho mt thng hiu thnh thng hiu c. Nu mt thng hiu khng to
c mt v tr no trong tm tr khch hng, n s lun lun mi i vi ngi tiu dng,
cho d thng hiu c mt trn th trng nhiu thp k.
Nu bn c gng thay i v th ca mt thng hiu c, th n s khng khc g mt thng
hiu mi trn th trng. S thay i cn mt chin dch PR ch khng phi mt chin dch
qung co.
Qung co v PR c th chung sng hnh phc vi nhau mi mi, nhng ch khi no mi bn
chp nhn vai tr hp l ca n trong gia nh tip th.
23. HUY NG TNG LC
Xy dng thng hiu l mt cng vic i hi s kin nhn, tim tin v c phng php.
to nn mt thnh cng t bin, phi mt nhiu thp k, nh ngi xa ni.
ng nhin, bao gi cng c ngoi l m chng ta gi l nhng ngi sao xt (Microsoft l
mt v d). Nhng nhng ngoi l ny thng xy ra trong nhng ngnh ang tng trng rt
nhanh, ko theo cc thng hiu hng u trong ngnh. Cn a s trng hp th mt thng
hiu phi mt nhiu nm, thm ch nhiu thp k, to dng thnh cng cho mnh.
V d nc tng lc Red Bull. Thng hiu ny c tung ra o, s dng ch yu PR v k
thut bn hng, ri ch chuyn qua qung co sau khi to c mt ci ng k.
Phi mt bn nm Red Bull t doanh s 10 triu -la. Hin nay Red Bull t doanh s 895
triu -la hng nm v l mt khch hng qung co ln. Nu bn tm cch rt ngn quy trnh
xy dng thng hiu bng qung co (thay v bng PR trc ) th bn s gp kh khn.
Xy dng mt thng hiu bn l
Ly Wal-Mart lm v d - mt cng ty khi nghip bng kinh doanh bn l vo nm 1945.
(Nhng n ch ly tn Wal-Mart t nm 1962.) 15 nm sau khi thnh lp, Wal-Mart c chn siu
th, lm ra mt doanh s 1,4 triu -la. 10 nm sau na, doanh s ca Wal-Mart tng ln 31
146

triu -la. 10 nm na tng ln 1,2 t -la. Ri 10 nm na li tng ln 26 t -la. V thp k

sau: 193 t -la.
Nm ti (nm 2004) Wal-Mart c th tr thnh tng cng ty ln nht th gii, v mt doanh s.
C th bn ang suy ngh rng phi mt nhiu thi gian thnh lp mt cng ty. Phi mt thi
gian tm ngi gii vo lm vic cho cng ty. Phi mt thi gian tm ngun ti chnh cn thit.
mt chng mc nht nh nhng iu ny u ng. Nhng chng khng phi l ro cn tht
s trong vic xy dng mt thng hiu.
Ro cn tht chnh l u c con ngi. Thng thng phi mt hng thp k xy dng mt
thng hiu, bi v, thm nhp vo cht xm ngi ta, bn phi mt hng thp k.
l l do ti sao nhng thng hiu mnh nht hin nay u c mt t kh lu. General
Electric, thng hiu u tin th gii, khi nghip t nm 1892. Mercedes-Benz, thng hiu
xe hi u tin trn th gii, bt u t nm 1885. Thng hiu gm Wegwood nm 1795.
Ru champagne Mot & Chandon nm 1743. Ru cognac Rmy Martin nm 1724.
Thng hiu Wal-Mart khi s chm ri, s dng nhng k thut thng tin i chng tnh l.
Nhng cuc diu hnh vi cc ban nhc, nhng ngi lnh xng hoan h, nhng i th dc,
nhng xe hoa. Wal-Mart cng c bit n nhiu nh nhng cuc thi ti, no l thi th, ca
nhc cho n thi tr em p. Vo nhng ngy ch , mi ngi trong cc ca hng u mc
trang phc l hi.
D nhin, ngy nay, Wal-Mart chi na t -la mi nm qung co, nhng khng phi nhm
xy dng thng hiu. (Thng hiu c xy dng ri, nh PR.) Tin bc ra i l bo
v thng hiu chng li cc i th nh Kmart v Target.
Mt thng hiu lan ta qua s tip xc gia ngi vi ngi, nh vic ly lan ca bnh cm
lnh. N phi s dng thng tin i chng hay hot ng PR khi u quy trnh tin ln (v
tip tc di chuyn v pha trc, nhng mt khi quy trnh khi ng, bn cn phi dnh ra
thi gian vic truyn khu hon tt nhim v ca n.
Thay i mt nhn thc
Cn mt l do khc khin qu trnh xy dng thng hiu ko di. xy dng mt thng
hiu mi, bn thng phi thay i nhn thc ca ngi tiu dng v mt thng hiu c.
Ln cui bn thay i nhn thc ca mnh l vo lc no? Tun trc chng? Nm ngoi chng?
Hay bn khng th nh? Phn ln ngi ta khng th nh s thay i nhn thc ca mnh bi
v ngi ta tin rng u c h khng c g khc ngoi s tht. thay i nhn thc ca bn
c ngha l bn chp nhn rng mt trong nhng s tht m bn tin tng, sai lm. Tht l
kh khn lm nh th.
147

Khi bng c tri ngc c chng cht qua nhiu nm thng, ngi ta mi bt u t t chp
nhn s tht mi v qun rng mnh tng c quan im tri ngc.
y l im quan trng nht. C qun i s tht c th ngi ta mi c th tip nhn s tht
mi. Bn cn phi c thi gian cho vic qun i ny xy ra.
Cc ch bt cng l ngi thi. H nhn nhng tng cch mng v PR y nh cch m ngi
tiu dng bnh thng nhn. tng l mi. L khc bit. V lun b hoi nghi. Bn cn
thi gian mi s bi bc phai i.
Bn cn thi gian nhng ngi ch bt chu thay i bi nhng g h bit, c hay nghe,
qua cc phng tin truyn thng khc.
Xy dng mt thng hiu nc gii kht cho th thao
Gatorade l thng hiu nc gii kht hai t -la, chim 79% th trng nc gii kht th
thao. Gatorade l thng hiu ch lc ca cng ty Quaker Oats khi PepsiCo mua li cng ty ny
vi gi 14 t -la.
Nu bn cha tng nghin cu v lch s nc gii kht, bn c th cho rng Quaker Oats
tiu nhiu triu -la qung co cho Gatorade. Khng c g khc hn s tht.
Vo nhng nm 60, mt nhm nh nghin cu thuc i hc Florida do Tin s Robert Cade
ng u pht trin mt loi thc ung c th thay th cht lng v mui trong c th. H
th thc ung ny trn i bng ca trng i Florida Gators. Sau ma bng thng li
nm 1965, i Gators tr nn ni ting v c mnh danh l i ca Hip hai v sc bn
ca ton i. Khi h nh bi i Orange Bowl, hun luyn vin i thua trn ni, Chng ti
khng c Gatorade. Chnh iu lm nn s khc bit. Cu ny c trch ng trn to
ch th thao Sport Illustrated.
l khonh khc tuyt vi, khi m c sc thng tin i chng kch hot cho chin dch tip
th Gatorade. Ngy nay, Gatorade tip tc l nc ung chnh thc ca Lin on Bng Quc
gia, Lin on Bng r Quc gia, Hip hi Gn Chuyn nghip, Hip hi ua xe a hnh Quc
gia (NASCAR), v nhiu hi on th thao v s kin th thao khc.
Tri qua nhiu nm, Gatorade vn duy tr tnh lin tc gia PR v qung co, k c nghi l
truyn thng c thng nc Gatorade ln u hun luyn vin ca i bng v ch.
Cng nh cc thng hiu Pepsi-Cola v Moutain Dew anh em ca mnh, ngy nay Gatorade l
mt thng hiu nc gii kht qung co mnh m, nht l trn truyn hnh. Sut nhiu nm
lin, vn ng vin ngi sao Michael Jordan l ngi pht ngn ca Gatorade. Hy ging Mike
l khu hiu ca chin dch qung co ny.

148

Vy ci no l nguyn nhn, ci no l hu qu? C phi Michael lm cho Gatorade tr thnh

mt thng hiu thnh cng? Hay chnh s thnh cng ca Gatorade gip cng ty c tin
thu Michael Jordan lm ngi pht ngn?
Qung co, c bit qung co truyn hnh, l du hiu ca s thnh cng trong th gii doanh
nghip. Qung co cng ging nh chic phn lc c ca doanh nghip. Chnh s thnh cng
ca cng ty khin cng ty c th mua c chic phn lc Gulfstream, ch khng phi ngc
li. Qung co cng y nh vy.
C phi iu lm cho qung co (hay chic phn lc c ca doanh nghip) tr thnh mt s
u t km ci? Hon ton khng phi. Qung co ch l mt s u t km ci khi mt thng
hiu mi khi nghip. Cn khi mt thng hiu ni ting, l vua hay thng hiu hng
u th qung co l mt s u t tuyt vi.
Bn s kinh ngc nu bit c s tin khng l m Gatorade b ra duy tr mi lin h vi
Lin on Bng Quc gia. Tuy nhin chnh l tin u t vo tip th mt cch chnh xc
bi v iu ny ngn cn khng cho cc thng hiu cnh tranh khc nh Powerade hay AllSport chim c ngi vua ca nc gii kht th thao trong vng quc ca Lin on Bng
Quc gia.
Khng phi l dng c thay i nhn thc
Qung co c mt c im na khin cho n khng ph hp vi vic lm thay i nhn thc,
l vic rt cn thit khi khi ng mt thng hiu mi. Xt v mt tc ng ca ng tin,
qung co cng nhiu tin th hiu qu cng t.
Chuyn m ngi ta d che du nht M ngy nay l chuyn chi mt triu -la cho qung
co trn truyn hnh. Khng ai hi sc u ch n mt lng tin nh nh vy. Nu bn
khng chi tin cho mt mc n o nht nh th ton b chng trnh qung co ca bn
coi nh b.
l l do ti sao cc i l qung co thng xut cc v n tip th. Hy vng duy nht
ca h to ra tc ng l chi nhiu tin xuyn thng s lnh m ca ngi tiu dng
i vi qung co. ( l quy lut ngn tay ci ca qung co theo ngi xem phi gi
ngn tay ci ln t nht ba ln i vi mt qung co trn truyn hnh trc khi anh ta hiu v
nh c qung co ni g.)
Phng php bng n c th l mt tng hay cho mt chin dch qung co, nhng n s l
mt chin lc km ci nu mun i vo lng ngi. Bn khng th p t mt tng, m
phi n ngm su t t vo u.
Nhng thng hiu thnh cng i vo lng ngi mt cch tim tin. Mt mu tin trn tp ch.
Mt ghi nhn vn tt trn bo. Mt bnh lun t mt ngi bn. Mt bng hiu trong ca hng
149

bn l. Sau mt chin dch xy dng hnh nh lu di nh vy, ngi ta bt u ngh rng h

bit v thng hiu t lc no khng hay. (Bn bit n Gatorade khi no? Ai m nh
c, phi khng?)
Xy dng mt thng hiu Whiskey
Thng hiu ru mnh ng chai ng k u tin M l Jack Daniel. Cng ty c tr s chnh
Lynchburg, tiu bang Tennessee, nhn c s ng h nng nhit ca gii truyn thng t
nm 1868 ngay khi mi thnh lp. Hng nm c khong 250 ngn ngi tham quan xng
nhn tn mt nhng thng nu ru v nc khng st chy t dng sui ngm vi nhit n
nh 26oC.
Qung co ca Jack Daniel rt khn ngoan phn nh v cng c c nhn thc v thng
hiu Jack Daniel m thng tin i chng to ra. Mt bin qung co tiu biu ca Jack Daniel
ghi: 134 nm. By th h. Mt cng thc.
Khi bn n thm xng nu ru ti Lynchburg bn s b n tng mnh: Thy ging y nh
trong qung co! Sng to lm chng. Bt chp xu hng th trng l vodka, gin, v tequila,
Jack Daniel tr thnh loi ru mnh xp hng th by trn th gii hin nay.
Jack Daniel l bi hc hay v cch m mt thng hiu chuyn t PR sang qung co mt cch
trn tru. c bit, qung co phn nh v cng c c nhng tng m trc
c gii thiu bi cc chin dch PR. C th qung co khng my sng to nhng n va
gy n tng li va hiu qu.
Cn thng hiu bia u tin ng k ti M l Yuengling. Yuengling? Vng, vi mt ci tn nh
th, r rng qu ng Jack c th c lu danh trong i k nim whiskey, cn qu ng
Yuengling s bin khi lch s ngnh bia.
Xy dng mt thng hiu xe hi nh
Nm 1999, tp ch Advertising Age bnh chn 100 chin dch qung co hng u ca mi thi
i. Dn u cuc bnh chn ny l chin dch qung co thp nin 60 ca hng Volkswagen.
Cc cu chuyn huyn thoi c th khin bn tin rng Doyle Dane Bernbach (DDB) bin mt
thng hiu xe hi v danh thnh mt hiu xe ni ting. Nhng Volkswagen khng hn l
mt hiu xe v danh trc khi DDB nhn qung co cho chic Beetle.
Volkswagen n M t nm 1949, cng nm thnh lp ca DDB. Trong vng 10 nm sau ,
Volkswagen to ra hng lot tin bi thun li trn bo ch, gm c mt bi tn dng si ni
ng trong t Bo co tiu dng. Vo nm 1959, Volkswagen l xe hi nhp khu bn chy nht
trn th trng M. Nm , Volkswagen bn c 120.442 chic, chim 20% th trng xe
ngoi nhp ca M.

150

Nm sau (1960) mu qung co u tin ca DDB lm cho Volkswagen Hy ngh chuyn nh

i vo lch s tip th.
DDB pht ng mt chin dch mnh m, nhng khng phi h khi s t con s khng. H
cng chng nn lm t con s khng. Qung co cn mt uy tn c to ra bi thng tin i
chng. Chin dch qung co Volkswagen lm iu m qung co lm tt nht: nhn mt
thng hiu thnh cng v lm cho n thnh cng hn na.
Chuyn g xy ra nu nhng mu qung co nh Hy ngh chuyn nh v Xe c khim
khuyt c a ra vo nm 1949 thay v nm 1959? C l chng c g c. Nhng ch nh,
xu, ng tin cy c to ra t trc bi thng tin i chng v sau , c s dng
trong qung co nh thi gi vo la.
Qung co ging nh mt cu ni a khai thc nhng g c sn trong u c mi ngi. V d,
bn ni a v sc nng ca Drew Carey (Carey is carrying a heavy load Cary ang mang
mt gnh nng), cu ni a ny s chng c g khi hi nu mi ngi khng bit Drew Cary l
ai.
Qung co Xe c khim khuyt ca Volkswagen khin mi ngi ch bi v ngi ta thng
ngh ngc li. Ti sao li gi mt chic xe hi ng tin cy nht ang chy trn ng l mt
chic xe c khim khuyt? Chic Volkswagen ny tr tu, mt mu qung co vit. Di m
crom trn ngn ng gng tay khng hon ho, phi thay th. C l bn khng nhn ra u;
nhng kim tra vin Kurt Kroner nhn ra.
, ti hiu ri, ngi c ngh. Mt l do khin cho Volkswagen ng tin cy chnh l vic
kim tra cn k tng chic mt.
Hn na, tin cy ca qung co ny c cng c bi ai cng bit rng ngi mua phi ghi
tn vo danh sch ch mua mt chic xe Beetle, v phi tr tin, ri phi t bn chic xe c
bi v phn ln nhng i l Volkswagen khng thu hi xe c i xe mi.
Chnh nhng nhn thc c sn trong u (ng tin cy, danh sch ch, tr , khng i xe)
lm cho qung co ca Volkswagen y uy lc.
Tuy nhin, gi s y l qung co cho Yugo. Cng mt kiu trnh by, cng mt hnh nh, mt
ta, mt ni dung, mt tnh sng to . Liu ngi c s ngh, , ti khng bit Yugo li
ng tin nh th?
D nhin l khng. Phn ln ngi c c th ngh, Ai a dai vy? Yugo l mt tht bi m.
Qung co khng xy dng thng hiu. Thm ch qung co khng a c tng mi vo
tm tr khch hng. Qung co ch da trn nhng tng c c sn trong tm tr khch

151

hng v cng c chng, ni kt chng li vi nhau hay a gin vi chng. H ht c v khng

c g chung vi truyn thng c.
Phi chng qung co ca Volkswagen l sng to? Theo tiu chun hin nay, c l l khng.
Sut 20 nm qung co, Volkswagen khng s dng hnh nh ng vt, vn l th thch
khc nghit v tnh sng to (trong qung co).
c bit hy nhn vo nhng qung co ot gii. C cho l y l nhng mu tt nht m
ngnh qung co to c. Liu nhng mu qung co ny c hiu qu g khng nu nh
nhng tng cn bn trong mu qung co khng nm sn trong tm tr ngi c hay ngi
xem?
Xy dng mt thng hiu xe hi an ton
Vo nm 1996, mt mu qung co xe Volvo ginh gii thng ln ti Lin hoan Qung co
Quc t Cannes, gii thng ln nht th gii v qung co. l mt mu qung co in trn
bo, khng c cu ch g, ch l hnh nh mt chic kim bng (safety pin) c un thnh hnh
mt chic Volvo.
C phi ngi c s ni, Mt ci kim bng th lm ci qui g trong mt trang qung co xe
hi vy? Khng, h bit r ti sao ci kim bng li . Ng qu ch h? Mt chic kim bng
c un thnh mt chic xe an ton. ( y c cch chi ch: safety pin i vi safety car
ND)
Nu bn un mt chic kim bng thnh hnh mt chic Chevrolet (gi d bn c th hnh dung
c dng mt chic Chevrolet ra sao) th liu c lm cho qung co xe Chevrolet hiu qu hn
khng?
Volvo gii thiu tht lng gh an ton u tin cho xe hi vo nm 1959, v 50 nm sau,
qung co ca Volvo vn tn dng u th mt u th m thng hiu t c nh
thng tin i chng.
Volkswagen tin tng bc mt
Tt c cc thng hiu, k c nhng thng hiu i gia, cng u bt u t bc nh.
Volkswagen cng khng ngoi l. Su nm sau khi trnh lng, Volkswagen ch bn c 30
ngn chic M.
Mi n 13 nm sau, vo nm 1968, Volkswagen mi chim ngi u bng. Nm , hng
bn c 564 ngn chic M hay 56% th trng xe nhp.
Ni cch khc, phi mt 19 nm Volkswagen tr thnh thng hiu hng u. 10 nm u
ch yu l PR, chn nm tip theo mi ch yu l qung co. PR trc, qung co sau lun
lun l chin lc qung b thng hiu ti u.
152

S kt hp gia phng php xy dng tim tin v nhu cu ban u v PR hn l qung co

cng khin mt s i l qung co ln khng nhit tnh vi nhng hp ng tip th cho cc
thng hiu mi. Qung co c th l cch cc thng hiu ln n lc tr thnh thng
hiu ln, nhng hy th bc vo mt i l qung co ln vi mt sn phm mi v mt ti
tin t i. Ri ni vi ng gim c ph trch kinh doanh mi, Hy gip ti xy dng mt
thng hiu ln.
Nhng i l qung co ln m chng ti bit, thng lm nn lng nhng khch hng mun
nh h h tr cho cc thng hiu mi. Ci h mun l nhng thng hiu ang c, nht l
nhng thng hiu khng l vi kinh ph qung co khng l. Thc t l nhiu thng hiu
khng l bt u vi nhng i l qung co nh, ri mi chuyn sang nhng i l qung
co ln khi thng hiu thnh cng.
Xy dng tng bc thng hiu Absolut
Absolut l thng hiu khng l, mt trong 100 thng hiu c gi tr ln nht th gii. Nhng
i l qung co u tin ca Absolut l Martin Landey, Arlow, mt cng ty nh New York.
Sau hai nm lm vic ct lc, nhn ru vodka Thy in cng ch bn t hn 25 ngn thng
mt nm.
Ri Martin Landey, Arlow c mt cng ty khc l Geer, Gross mua li v ngay lp tc cng ty
ny t chi lm i l qung co cho Absolut v n c sn mt khch hng ru khc l
Brown-Forman (Mt sai lm ln.)
Sau khi i tc Arnie Arlow ra i tr thnh gim c sng to ca TBWA, mt cng ty qung
co nh khc, ng gip TBWA nhn c hp ng qung co cho Absolut v a n ln
thnh thng hiu ru hng u. Hin nay, TBWA sp nhp vo Omnicom, tp on qung
co ln th ba th gii vi thu nhp hn su t -la mi nm.
Phi chng Omnicom xy dng thng hiu Absolut? Hay Omnicom ch mua li quyn t
ho v thng hiu Absolut?
Ni chung, cc cng ty ln thng khng to ra cc thng hiu ln bi h khng kin nhn
ch i mt thi k thai nghn kh lu m vic xy dng thng hiu thng i hi. Theo
kinh nghim ca chng ti th hu ht cc thng hiu khng l khi nghip t cc cng ty nh
v sau c bn li cho cc cng ty ln hoc b sp nhp vo cc cng ty ny.
Khng phi chng ti c ci nhn tiu cc v qung co. N c vai tr mnh m ca n, vai tr
m chng ti nh ngha nh c v hay cng c cho nhn thc v thng hiu trong tm tr
ca khch hng tim nng.

153

Kin nhn v eo bm mc tiu

V cn bn, xy dng mt thng hiu mnh ton cu trong mt loi sn phm chnh no
ch i hi hai vic: kin nhn v eo bm mc tiu.
Bn cn kin nhn cho cc nhn vin PR xy dng hnh nh thng hiu thng qua sc mnh
thng tin i chng hay s chp nhn ca bn th ba. i khi bn s gp may bi v thng
hiu ca bn thuc mt loi sn phm mi n khch trn th trng. Thnh cng bng n ca
k ngh my tnh c nhn to nn thng hiu Microsoft, ch khng phi ngc li.
Nhng phn ln trng hp, mi vic di chuyn rt chm chp. Hy nhn vo trng hp ru
mnh chng hn. Phi mt nhiu thp k ru gin thay th whiskey thnh loi ru c
la chn. Ri mt nhiu thp k ru tequila thay ch vodka.
Bn cn kin nhn trnh c p t bng qung co. V d, TiVo v Replay lng ph hng
triu -la mua ng vo cu lc b my truyn hnh tch hp. S tin ny l ra c th
hiu qu hn nu c dng cho PR v pht trin sn phm. Ban lnh o i pht thanh v
tinh XM v Sirius cng mc phi sai lm tng t.
Bn cn eo bm mc tiu gi thng hiu ca bn tp trung hp hn. Sai lm ln nht m
bt c cng ty no cng c th mc phi chnh l c gng m rng thng hiu, trong khi l ra
phi o su n. Bn cn mnh mt ni hn l yu mi ni.
Mm do v to bo
Khng ai c th tin on c ng i ca mt chin dch PR. Th trng mc tiu cho
thng hiu mi ca bn c th thay i. Vic phn phi c th thay i. Do , bn cn phi
mm do i ph nhng vn ny v hng lot nhng vn khc.
Volvo tng ngh rng bn l li th chnh ca thng hiu Volvo. Tuy vy, thng tin i
chng to cho Volvo uy tn l thng hiu xe an ton.
Do , Volvo khn ngoan chuyn cc chng trnh tip th nhn mnh bn thnh nhn
mnh s an ton.
Khi bn c c dp may nh vy, th hy sn sng.
Hy sn sng nm bt c hi. Cm l c thng hiu ca bn trn tng bn c thit
lp trong tm tr khch hng, v to bo pht ng mt chin dch qung co nhm cng c v
th cho mt tng lai d bo c.
Anita Roddick l c my to d lun c nhn ngi xy dng The Body Shop thnh mt
thng hiu ton cu. Nhng b li khng gan d tiu hng triu -la tin qung co

154

nhm bo v v th thng hiu m phm t nhin m b to c trong tm tr khch

hng.
V vy, hin nay, The Body Shop ang chao o di sc tn cng ca cc i th cnh tranh
nh Origins, Bath & Body Works, v Aveda v ang c nguy c phi bn i. Gn y, Anita v
chng Gordon Roddick t chc ng ch tch cng ty v cng ty cng khp li nhng
cuc thng lng bi v nhng ngi mua tim nng khng quan tm.
Tht kh khn. Hm qua, qung co chng c g hay cho thng hiu. Hm nay, qung co l
cn thit cho thng hiu. Lm th no m ngi ta c th thch ng vi mt tnh hnh thay i
nhanh chng nh th?
Phi c ln thi. Nu bn l mt gim c tip th, l l do ti sao ngi ta tr cho bn nhiu
tin nh vy.

155

PHN 4
S khc nhau gia qung co v PR
1. QUNG CO L GI. PR L MT TRI.
Mt trong nhng chuyn ng ngn ca Aesop k rng, mt hm gi v mt tri tranh ci nhau
ai l ngi mnh hn.
Bng thy mt khch b hnh trn ng, c hai bn thch nhau xem ai ci c chic o
khoc ca khch b hnh th ngi s l ngi thng cuc. Gi bt u trc, bng cch
thi, cng lc cng mnh, nhng cng mnh bao nhiu, o cng dn cht vo ngi khch by
nhiu.
n phin mt tri, mt tri ch cn ta nh nng. Chng bao lu khch cm thy nng nc v
t ci o khoc ra. Mt tri thng cuc.
Bn khng th dng sc mnh t nhp vo trong u khch hng tim nng. Qung co
c hiu nh mt s p t, mt ngi khch khng mi m n, cn thit phi chng li.
Vic bn hng cng nh ngn gi kia cng thi mnh bao nhiu, khch hng tim nng cng
cng li thng ip bn hng by nhiu.
Nhng ngi bn qung co ni v s tc ng. Lm nhng mu qung co trn bo in ln
hn, lm nhng t qung co chn vo gia t bo hoc lm nhng t gp v phi y mu
sc. Cn nhng mu qung co trn truyn hnh phi hnh ng mnh hn, cu chuyn phi
in hn v git gn hn. Gia tng nhng giy qung co trn sng pht thanh nhiu hn
na. Nhng, chnh xc, y ch l nhng ha hn. ng ch n ti. Ti ch qung co m
thi.
Mt mu qung co cng c gng gy n tng cho ngi khc bao nhiu th cng t c kh
nng t mc tiu by nhiu. Tht ra, thnh thong, khch hng tim nng cng mt cnh gic
v gi s chin thng. Nhng khng thng xuyn.
PR l mt tri. Bn khng th buc phng tin truyn thng i chng truyn t thng ip
ca bn. Quyn hon ton nm trong tay h. Tt c nhng g bn c th lm l mm ci v
c cung cp cho h nhng nguyn liu hu dng nht.
Khch hng cng khng chp nhn mt iu p t no t nhng tin, bi trn bo. Ngc li,
h hy vng rng bo ch c gng gip thng bo v mt dch v hay mt sn phm tt va xut
hin m thi.

156

2. QUNG CO L KHNG GIAN NHIU CHIU. PR L NG THNG MT CHIU.

Chin dch qung co cng ging nhng chin dch qun s xt v vic chng thng c thit
k xoay quanh mt thi im pht ng. (V d, ngy 6-6-1944 gi l D-day, ngy lc lng
ng Minh b ln nc Php trong Th chin th hai.)
C hai chin dch qung co v chin dch qun s - cng thng c bt u vo mt ngy
nh sn, nhng trong nhng khng gian khc nhau. i vi mt chin dch qun s, khng
gian c th l vng tri, vng nc, bi bin hay hm ho v.v i vi mt chin dch qung
co, khng gian c th l sng pht thanh, truyn hnh, trang bo, bng qung co ngoi tri,
th tn, mt chng trnh sng kin khuyn mi dnh cho i ng bn hng v.v
l nhng g m chng ti mun ni v mt chng trnh chim dng khng gian nhiu
chiu, mt trong nhng yu t quyt nh trong t duy v qung co hin i.
Nhng khi ln khi tan, nhng hp dn ca giai on pht ng khng cn na, thng th
chng c my thay i. Thi ca khch hng cng y nh trc kia. Tht gian nan m
ng tin ln mt bi bin c phng th tn rng. Cng vy, khng th no p t quan
im ca bn vo u ngi khc.
Ngc li, cc chng trnh PR l ng thng mt chiu. Ci ny dn n ci khc, nhng yu
t c ln lt m ra. D nhin, ci li chnh l chng c th c thit k sao cho c th phi
hp vi nhau tng cng cho nhau.
Vn ca cc chin dch qung co chnh l ch chng khng tin n u c. Chng khng h
ln lt m ra cc tnh tit dn nhp, cao tro, kch tnh, khng c yu t ho hng ci g s
xy ra na y.
l l do ti sao dp u nm thng l dp pht ng mt chng trnh qung co chim
dng khng gian mi. Vi mt mc tiu mi, mt chin lc mi, mt ch qung co mi.
S chuyn i hng nm ny ca qung co th tri ngc vi mt chin lc thng hiu tt.
3. QUNG CO CN S BNG N. PR I HI XY DNG TNG BC.
tr thnh mt tn iu i vi nhng nh lm qung co rng mt chin dch qung co cn
phi c pht ng nh mt v n mt tri. Nht l i vi cc thng hiu mi.
Khi bn c gng xy dng mt thng hiu mi, bn phi hon tt nhiu vic cng lc. No l
thu ht s ch , no gy n tng mnh trong tm tr khch hng, no l thm tht mt hay
nhiu thuc tnh tch cc vo thng hiu mi.
Tht l mt khi lng cng vic khng l m qung co khng th p ng c. PR l mt
chn la tt hn nhiu.
157

Thc ra, nu bn pht ng mt thng hiu mi bng mt chin dch PR, s khng c mt
chn la no khc: bn phi s dng mt chin thut tim tin, v bn khng c cch no iu
phi nhng phng tin truyn thng i chng. Bn nn bt u nh - thng l ng mt
thng tin ngn v thng hiu mi trn mt t bo nh no . Ri bn s cun chiu
chng trnh dn dn ln trn nhng bo, i ln hn. Nu bn may mn, bn c th ln n
cc chng trnh truyn hnh nh Today, Moneyline hay thm ch chng trnh World News
Tonight.
Khi bn nghin cu lch s nhng thng hiu thnh cng nht trn th gii, bn s phi ngc
nhin v s khi u tht chm chp ca cng chng. Vo nm u tin, hng Coca-Cola ch bn
c vn vn 50 -la nc ct. Qua nhiu thp k, Coca-Cola vn ch yu ch l mt thng
hiu nc ung bn bng ly tim tp phm.
Ngy nay chng ta bit Coca-Cola ng chai l ct li ca thng hiu , nhng phi mt
42 nm doanh s nc ngt Coca-Cola ng chai vt qua doanh s ca nc bn t vi
vo ly.
in hnh thnh cng nht v my tnh c nhn (n v bn l), chnh l my tnh Apple II, c lc
s lng bn ln hng triu chic. Th m vo hai nm u ca n, ch bn c 43 ngn chic
Apple II trn th trng.
4. QUNG CO L HNH NH. PR L LI NI.
Nh qung co v i nht trn i l Madison cht 2.500 nm, nhng hc thuyt ca ng
vn hn su trong tm tr ca tt c nhng con ngi y sng to .
Nhng ngi lm qung co tn th Khng T v lp i lp li cu ni ca ng: Ngn nghe
khng bng mt thy.
Rt cuc qung co ngy nay hu nh ch ton hnh nh. Li ni nu c ch tng cng cho
hnh nh m thi. Nh nhng con ch phng mang ku Budweiser.
Li ni t c tin cy trong mt mu qung co. Mt cng ty ni Chng ti l tt nht s
khng thuyt phc c ai. Phn ng tiu biu ca ngi tiu dng l cng ty no m chng
ni nh th.
Qung co t dn chnh n vo mt gc hnh nh. Bn c th tranh ci vi nhng li ni hay t
ng, nhng bn khng th tranh ci vi mt hnh nh. Khng ai ci, khng phi l mt con
ch.
S vn ng li l mt chuyn khc. u c suy ngh bng li, khng phi bng hnh nh. Khch
hng tim nng s quyt nh mua mt hng no l da trn s so snh bng li l. Ci ny mi
l tt nht, ci ny mi l r nht, nh nht, an ton nht, quy nht v.v
158

Joe bm nhu s khng gi phc v mang ra mt loi bia m Louie tc k ung. Khng, Joe
bm nhu s ku bia Budweiser v ngh, Vua ca cc loi bia, loi bia bn chy nht M, loi
bia m tt c bn b ti u ung.
Bn cht ca PR l din t bng ngn t mt thng hiu sao cho c th thuyt phc c
gii truyn thng ng tin bi v sn phm hay dch v ca n. Nu hnh nh c c s dng
th chng ch c th h tr cho ngn t. Chng lm cho thng ip ng tin hn.
V d, trong thng co bo ch v Trung tm An ton mi thnh lp tr gi 85 triu -la ca
hng Volvo ti Gothenburg, Thy in, c km hnh nh v v ng xe th nghim. Bc nh
h tr cho v th an ton ca thng hiu xe .
Lm th no qung co ngy cng hng v dng ngn t, v nh th, cng hiu qu hn?
Ch c cch tp trung vo nhng ngn t v tng c thng tin i chng to lp trong
tm tr khch hng.
5. QUNG CO N VI MI NGI. PR N VI MT S NGI.
Chn l mc nhin ca ngnh cng nghip qung co l: bn phi n vi tt c mi ngi. Tip
cn v thng xuyn l hai bin php song sinh a n thnh cng trong qung co. (C bao
nhiu khch hng mc tiu m chng ta tip cn v bao lu th chng ta li tip cn h mt
ln?)
Nhiu chin dch qung co thnh cng v (cc con s) ton hc nhng tht bi v tip th.
Khch hng qung co c th tip cn vi mi ngi m khch hng mun v vi mc
thng xuyn gy ra s nhm chn m vn khng lm tng c doanh s. Bn khng
th vn ng ngi mua, nu thng ip ca bn thiu tin cy.
Vi PR, bn khng cn s xa x tip cn tt c mi ngi, m thay vo ch cn mt s ngi
cn thit. Mt s ngi c th chuyn thng ip ca bn n bn b, ngi thn, hng xm.
(Phn ln nhng thng hiu c mua ln u do gii thiu c nhn, ch khng phi do
qung co, thm ch khng phi do bo ch ni n.)
Trng tm ca PR khng phi l tip cn, cng khng phi l thng xuyn. Trng tm ca
PR l uy tn ca cc phng tin truyn thng v cht lng ca bn tin. Bn cn c hai. (Mt
tin thun li trn mt t bo ln nh Wall Street Journal c gi tr gp nhiu ln so vi mt tin
rm beng ng trn mt t bo nh.)
Mi y loi xe Mini Cooper kt thc 41 nm lu hnh khi chic xe th 5.387.862 xut xng,
mt k lc ng n i vi mt hiu xe hi c nhn.
Tuy vy, doanh s bn ca Mini Cooper khng phi l cao cho n khi Peter Sellers tu mt
chic v tn trang n bng nhng tm nm my. Bng nhin, Mini Cooper tr nn mt. Ti t
159

Steve McQueen, Twiggy, Hang hu Grace, Cng nng Diana, v nhiu ngi ni ting khc
li xe Mini Cooper.
Vy th bn u cn bn cho tt c mi ngi. Bn ch cn bn cho Sellers. y l chin lc
c s dng trong cc chin dch PR thnh cng.
6. QUNG CO DO T MNH IU KHIN. PR DO NGI KHC IU KHIN.
Mt cng ty pht ng chin dch qung co s quyt nh iu n mun l g, mun bn ci g,
v mun bn cho ai.
Mt cng ty pht ng mt chin dch PR, ni mt cch hnh tng, l t tng lai ca mnh
vo tay ngi khc. chnh l bo, i nhng ngi s ni cho bn bit bn l ai, bn nn
bn ci g v bn s s dng phng php no bn hng. Bn khng nn mo him b qua
nhng ch dn .
Chnh gii truyn thng t hiu Volvo vo v tr an ton. Trong nhiu nm lin, Volvo
tp trung vo bn. Tiu qung co in hnh ca Volvo l: Li n nh bn ght n. Mt
cu qung co cho rng Volvo c th chy tt bnh qun 13 nm trn nhng con ng g
gh ca Thy in. Cam kt v bn ny c chng minh khi 9 trong 10 xe Volvo bn ra
M hin nay vn cn chy tt.
Nhng sng kin ca Volvo v ai an ton tp trung vo ba im i v vai c bo ch
ng ti qu nhiu, khin cho Volvo t t a tiu chun an ton thnh mt ch tip
th. Mt ng tc tuyt vi. Vng, nh an ton, Volvo bn c hn 100 ngn xe mi nm,
ch trn th trng M.
Vic cho cc phng tin truyn thng i chng ra chin lc tip th ca bn c v nh
l mt vic ng ngn. Nhng mt cng ty c quyn la chn no chng? Bn khng th chng
li bo ch. Bo ch lun lun chin thng.
Khi lm vic vi gii truyn thng, bn cn phi linh ng. Nu thot u bn tht bi, hy c
lm li, ri lm li na khng phi l mt phng chm tt cho mt chng trnh PR. i vi
phng tin truyn thng th s kin tr dai dng ca bn s ch em li s chn ght. (C ln
chnh Al Ries tc gi cun sch ny tng c ln b ngi ph trch mc bnh lun qung
co ca t New York Times gi l mt k cung tn khi ng dm tranh ci v mt quan im.
T hn na, ng cn b trc xut khi mc ny trong sut hai nm. Trong tranh lun, bn s
c c may chin thng v (hay chng) hn l vi gii truyn thng.)
Mt phng chm tt hn cho mt chng trnh PR l Nu thot u bn tht bi, th hy th
lm mt vic no khc.

160

7. QUNG CO CHT. PR SNG.

Khng c g v dng cho bng mu qung co ca ngy hm qua. N s kt thc trn tng ca
mt i l qung co hay trong mt cun sch v cc qung co t gii thng. Nhng, i vi
mt ngi tiu dng bnh thng, mt mu qung co chng khc mt ch bm: sng ngn
ngi ri cht.
i vi PR th khng phi th. Mt tin tc hoc bi bo hay s sng mi. Chin lc c bn ca
PR l ng tin trong mt t bo v, ging nh leo thang, a n n mt t bo ln hn, hoc
t bo in sang i pht thanh hay truyn hnh.
Bn cng c th s dng tin nh ang xung thang, t Wall Street Journal l mt v d. Mt tin
ng trc tin trn t Wall Street Journal thng cng s xut hin di hnh thc ny hoc
hnh thc khc trn nhng t bo nh hn.
My vi tnh v Internet cng gip y nhanh qu trnh ny. Trc khi vit bi v mt sn phm
hay v mt cng ty, phng vin thng phi kim tra xem nhng t bo khc vit g v ch
. Thng tin trn mt t bo c th s c phn nh li trn nhiu t bo khc trong
nhng nm sau . (Ngc li, khng c ai li i phi kim vi nhng qung co c.)
Trong PR hin i, iu quan trng l c c bi bo u tin tht thch hp. Ri th bi bo
u tin ny s c nh hng ln n cc tin bi sau .
Cc phng tin truyn thng i chng vn hnh y nh u c mt con ngi. Mt khi m
mt cm t hnh thnh trong u, th qu l nan gii khi mun thay i n. T ph Ron
Perlman l cm t m gii truyn thng vn s dng ch ng ch ca hng m phm
Revlon. Mc d vi s sa st ca Revlon v cc khon u t khc ca ng, Perlman khng cn
l mt t ph na t nhiu nm ri.
Nhng, i vi gii truyn thng th vn c l t ph Ron.
8. QUNG CO MC. PR R.
Phn ln cc cng ty chi rt nhiu tin cho qung co hn l cho PR. i lc ln hn gp nhiu
ln.
iu ny cng khng nht thit lm cho PR trng ging nh mt s u t tt. Vi ngi khng
mun mt 100 -la cho mt chic ng h Timex, nhng li sn sng tiu 5 ngn -la cho
mt chic ng h Rolex. Gi tr v gi c thng quan h rt cht ch trong tm tr khch
hng. Gi cng cao, gi tr cng ln.
Mi y chng ti n tra vi gim c thng hiu ca mt cng ty ang ln, ngi rt
mun thu chng ti ch c iu l ng ta khng tr tin cho chng ti. ng ta ni n chng
ti gim gi. Tt nhin l chng ti t chi.
161

Mt tun sau, chng ti c trn t Atlanta Journal Constitution vit rng cng ty ca ng ta
thu mt i l qung co thc hin mt chin dch qung co tr gi 50 triu -la. R rng
qung co ng gi 50 triu -la i vi khch hng , cn dch v t vn khng ng 50
ngn -la (ci gi m chng ti ngh.)
Gi d nh chng ti t vn cho h th chng ti ngh hy chin dch qung co y v
thit lp mt v tr PR trc .
Ni chung, cc cng ty ang chi ph qu mc cho qung co v qu t cho PR. c bit, cc cng
ty cn dnh nhiu thi gian v tin ca hn cho cng tc PR nhm vo s pht trin chin lc
v tng mi.
Mt chng trnh PR cng mt nhiu thi gian hn vn hnh. Bn khng tung ra mt
chng trnh PR. Bn hy n t m ra, theo nhng bc tun t tng thi im thch
hp.
9. QUNG CO THCH HP VI SN PHM N THEO THNG HIU C. PR THCH HP VI
THNG HIU MI.
Vn ln nht ca tip th hin i khng phi l qung co, cng khng phi PR. N chnh l
sn phm n theo thng hiu c, t tn cng ty hay tn thng hiu vo mt sn phm
mi thuc mt loi sn phm khc.
Sch Amazon. in t Amazon.
My nh dng phim Kodak. My nh k thut s Kodak.
Dch v in thoi ng di AT&T. Dch v cp AT&T.
Hy nhn vo mt sn phm mi t quan im ca cng ty. Hng Kodak nhn thy s suy thoi
ca phim chp nh hin nay v quyt nh nhy vo lnh vc k thut s. Vn l: nn chn
thng hiu g?
Cc chuyn gia qung co nhanh chng tr li, Nm ngoi chng ta chi 116 triu -la
qung co thng hiu Kodak. Chng ta cng s phi chi t nht 100 triu -la mi nm gii
thiu mt thng hiu mi. Vy chng ta hy tit kim s tin bng cch bm ly thng
hiu Kodak.
Trong ngh t vn ca chng ti, chng ti tip xc vi hng t trng hp nh Kodak. Vn
vy, cch suy ngh ging nh nhau, tn qu nhiu gii thiu mt thng hiu mi. (D nhin,
c ngha l qung co gii thiu mt thng hiu mi th tn qu nhiu.)
Cc i l qung co thng ng hnh vi t duy sn phm n theo, bi v iu c ngha l
h s cn gi c hp ng qung co. Mt thng hiu mi c ngha l mt i l qung co
162

mi. Hng Honda thu mt i l mi qung co hiu xe mi Acura. Hng Toyota cng lm
vy vi hiu xe Lexus. Nissan vi hiu Infiniti.
Vy, thng hiu mi hay sn phm n theo? Chi ph qung co khng nn l l do chn sn
phm n theo. Bt lun th no, thng hiu mi khng nn c gii thiu bng qung co.
Trn tt c mi chuyn (sn phm, c im, li ch), mt sn phm cn nht l s tn nhim.
l vic m ch PR mi c th lm.
10. QUNG CO THCH HP VS TN TUI C. PR THCH HP VI TN TUI MI.
Trong khi mt tn thng hiu mi l tiu sn trong mt chng trnh qung co, th n li l
tch sn trong mt chng trnh PR. Mt tn thng hiu mi ni vi gii truyn thng rng
sn phm hay dch v l mi v khc. Chnh xc, l nhng g m gii truyn thng mun
vit v tng thut.
Khi hng Apple gii thiu Macintosh, l ra c th gi loi sn phm mi ny l Apple IV. Nhng
nu gi nh vy (Apple IV) th c kh nng s chn vi bn cht cch mng ca dng sn phm
mi Macintosh.
Tn mi s bi trn cho mt chin dch PR. Ci tn mi bao hm rng mt sn phm hay dch
v khc bit hon ton n ni n i hi phi c mt tn thng hiu mi. Cn tn ca
mt sn phm n theo cng bao hm mt ngha tng t.
Khi hng Sony mun nhy vo lnh vc kinh doanh tr chi in t, khng t tn thng
hiu l Sony VGP. Khng, Sony tung ra PlayStation v li cun s ch kh n o ca gii
truyn thng v nhanh chng tr thnh thng hiu hng u v tr chi in t.
Tri vi hiu bit thng thng, thnh cng ca thng hiu th hai thng ph thuc vo kh
nng ca cng ty trong vic ly d thng hiu th hai vi thng hiu th nht. Cc th mc
v th ng nc khng mua ngh hiu De Walt v chng do cng ty Black & Decker sn xut.
H mua ngh hiu De Walt bt k chng c do cng ty Black & Decker sn xut hay khng.
Mt ci tn thng hiu mi s thi sc sng vo mt chng trnh PR.
11. QUNG CO A BN. PR NGHIM TC.
Qung co c mt vn . N l mt k thut truyn thng thiu tn nhim v hu nh khng
c khn gi mc tiu quan tm. Lm th no li ko s ch ca khch hng tim nng
bng mt mu qung co?
Hy k mt chuyn vui. Hy a bn. Hy vui v. Th l Electronic Data Systems th lm nh
vy bn cc hp ng h thng mng nhiu triu -la bng mt qung co trn truyn hnh
c n mo trn Super Bowl, tip theo l cc ch sc nhy nht Pamplona.
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Qung co c mt vn nghim trng. Cch tip cn lm lnh, khi hi ri nhm nhng l

tai ic. Trong lc ngnh cng nghip qung co t v vo lng v nhc li nhng cu hay ho
trong nhng qung co nng hi th ngi tiu dng vn pht l nhng thng ip ca h. Bn
th nh xem t bao lu ri c ngi ni vi bn, , ti sp i mua mt mn hng m ti mi
thy qung co trn truyn hnh ti qua?
Tht nghch l, ngi tiu dng c i mua hng khi thy chng trn truyn hnh nhng li l
trong cc chng trnh thng tin thng mi nghim tc. Hn na, ngay c qung co qua th
gi trc tip n nh, cng t a gin hn.
Xy dng thng hiu l mt cng vic nghim tc, i hi nhiu suy ngh. Lm sao xc nh
sn phm chng ta c th l thng hiu u tin ca mt loi sn phm mi? Chng ta
chn tn thng hiu nh th no va phn nh c loi sn phm mi m vn gi ci
ring c o? Lm th no tip cn gii truyn thng h c th vit tin bi gii thiu
thng hiu mi ch mi bt u m thi? V im kch hot no bt la cho thng hiu
mi ct cnh y?
Nhng cu hi ny v c nhng cu hi khc na u rt nghim tc. La n mo i hay cho
cc ch sc chy nhy khng phi l cu tr li cho cc cu hi trn.
D nhin PR cng c th nh nhng, thoi mi v vui ti, nhng khng bao gi a ct. Hy
dnh nhng chuyn a cho nhng nh qung co nhng ngi ang cn chng ginh cc
gii thng k tip.
12. QUNG CO KHNG SNG TO. PR SNG TO.
Bn c th cho rng chng ti ghi ln dng ta trn y. Bi v, ni cho cng, ngnh cng
nghip qung co ang t ho v chnh s sng to ca mnh c m.
Nhng, sng to l g? Theo ngha thun ty nht ca t ny, sng to c ngha l u tin.
Nhng qung co khng phi l u tin. Vai tr v chc nng ca n khng phi l to ra
nhng tng mi, m ch l lm vic vi nhng tng c sn c ci vo u bng
nhng k thut ca PR. V c bit l cng c nhng tng ny. (y l ct li ca l
thuyt nh v m chng ti gii thiu cch y 30 nm.)
Khng u tin khng c ngha l khng kho lo, khng tinh xo, hay khng chuyn nghip.
Cng khng c ngha l khng thng minh. Ci m qung co cn lm l km hm s sng to
ca mnh li v tr li vi vai tr c v.
Tri vi suy ngh thng thng, sng to khng phi lc no cng mang li kt qu tch cc. V
d, sng to v k ton r rng y nhng cng ty nh Enron vo khng hong.

164

Sng to khng nm trong b phn qung co, m nm trong b phn PR. PR cn s mi m

theo ngha l n cn nh v sn phm hay dch v l mi v khc bit. Tt c phi l tin thch
hp ng bo., t New York Times tuyn b.
Times cng nh nhng t bo khc khng mun vit v nhng sn phm hay dch v tt hn.
H mun vit v nhng g mi. Do , phi l nhng g u tin, nhng g khc bit, nhng g
sng to.
Nhim v ca PR l tip nhn sn phm mi nht v dng s sng to phong ph bin n
thnh mt ci thc s mi v khc bit.
13. QUNG CO KHNG NG TIN. PR NG TIN.
Cao tro ca chng trnh biu din Siegfried & Roy ti khch sn Mirage Las Vegas l lc nh
o thut bin con h thnh c gi. Tht kh tin khn gi trm tr - tuyt i khng th tin
c.
Qung co cng to ra nhng n tng nh th. Khi con gu bc cc ung Coca-Cola, khn gi
ngh rng, , tht l mn qung co thng mi d thng, thng minh, kh m tin c.
Qung co nh chng trnh biu din Siegfried & Roy, tht kh tin theo ng nh ngha trong
t in: khng th tin, tht kh tin c. Bt lun bn sng to bao nhiu ngy trang cho
mt qung co, th v ct li n vn l mt thng ip thiu tin cy.
PR cng c vn v tn nhim. C phi mi ngi u tin vo nhng g h c, nghe, thy trn
cc phng tin truyn thng i chng khng? D nhin l khng. Nhng c mt s khc nhau
quan trng. Cng chng ch bc b nhng thng tin tri vi nhng g h nh sn trong u.
V d, ng vin ng dn ch s bc b nhng thng tin ng h quan im ca ng Cng
ha. V ngc li.
Hy nghin cu trng hp tip th mt thng hiu mi, c bit thng hiu li thuc v
mt loi sn phm mi. R rng khng c s xung t trong tm tr khch hng tim nng, bi
v khng c bt c mt thng hiu cnh tranh no. N l mt loi sn phm mi hon ton.
y cng l l do ti sao PR li l mt dng c hiu nghim n th trong vic pht ng chin
dch tip th mt thng hiu mi. Nhng tng i t phng tin truyn thng i chng
vo lng khch hng tim nng m t gp phn i nht. (Nu bn m tt v mt sn phm mi
hay mt loi sn phm mi, h c g bn li phn i nhng thng tin cung cp cho bn v sn
phm ?) Nu bn khng h bit g v Afghanistan, bn s tin nhng g bn c v t nc
.

165

Nu bn khng bit g v mt sn phm mi hay mt loi sn phm mi, bn cng s tin mi

chuyn m bn c th c v ti , nht l t mt ngun ng tin cy, ch khng phi t
mt ngun khng ng tin.
l l do ti sao xy dng thng hiu thng qua PR l mt cng c y sc mnh.
14. QUNG CO DUY TR THNG HIU C. PR XY DNG THNG HIU MI.
Chng ti kt thc trng tm ca ti ny. Qung co s c tng lai rc r nu n chp
nhn vai tr ch thc ca n trong chu k sng ca mt thng hiu. Sau khi c xy dng
bng cc k thut PR, mt thng hiu cn qung co duy tr v th ca mnh.
Ngi ta d qun. Nn bn cn thng xuyn nhc nh h (bng qung co) v ch ng ca
thng hiu trn th trng. Vua ca cc loi bia. S 1 trong cc v xe. Th tht. Qu d dng.
Khng c g ngc nhin l s 1. Loi tng t a chung nht M. Bnh trng s 1 ca .
Mt khc, PR cn ln cao hn na trn bc thang qung b thng hiu. N cn phi nhn
trch nhim v vai tr v chc nng ch thc ca n trong quy trnh tip th. Xy dng thng
hiu.
Thng hiu cng sng v cht. Mt thng hiu s khng tn ti mi mi. Cui cng, tt c
cc cng ty u phi i mt vi iu . Lm th no xy dng mt thng hiu mi thay
th thng hiu c sp kt thc chu k sng ca n.
Palm, BlackBerry, Starbucks, Red Bull, PlayStation, Nokia, Zara, Viagra, Amazon, eBay. Tt c
nhng thng hiu ny cng nh nhng thng hiu khc c to ra, khng phi do
qung co, m nh vo thng tin i chng.
khng phi l vn thi gian. Vi thng hiu sng hng thp k, nhng cha bao gi
i vo c tm tr khch hng tim nng. V mt tip th th cc thng hiu ny l mi v cn
phi c mt liu lng tht mnh v PR, trc khi chng quay qua qung co nh h tr.
PR trc, qung co sau. y l cha kha thnh cng trong u trng tip th hin i.
Ti bt dnh cho qun l
Thng thng, mt ngnh nh qung co s tin ha theo thi gian duy tr chc nng ca
n. S tin ha ny l ra gi cho qung co khi b ri vo th gii siu thot ca ngh thut.
Th nhng iu khng xy ra. iu g khin cho qung co khng thch ng c vi
mt th gii ang thay i? C hai yu t.
Th nht: Yu t thng tr. y l tng cho rng qung co thng tr lnh vc tip th.
Nhiu nh qun l xem qung co v tip th l ng ngha vi nhau. Gii truyn thng gi mt

166

cch in hnh l "cng ng qung co v tip th". Tp ch Advertising Age t gi n l "T

bo tip th quc t ca Chn".
Mt i l PR th vn ch l mt i l PR, nhng mt i l tip th th bao gi cng l mt i l
qung co vi mt ci tn c nng cp ln.
Khi bn ng v tr thng tr trong cng ng tip th hn 100 nm, bn s khng c li mi n
lc t li v t c bit ca bn.
Cng ng qung co s khng t b v tr hng u ca n trong vic xy dng thng hiu
m khng chin u. y l iu ht sc r rng
Th hai: Yu t sng to. y l tng cho rng qung co tt nht l qung co c
tnh sng to nht.
Sau nhiu nm ging trong khua ching v tnh sng to, cng ng qung co vn ang t
thuyt phc mnh v khch hng rng qung co phi sng to th mi c tc dng. (Cc chuyn
gia vit li qung co v gim c ngh thut khng trc thuc b phn ngh thut m li trc
thuc b phn sng to.)
Sng to khng ch l mc tiu ca cc gim c ngh thut hay ngi vit li qung co mong
mun ot c cc gii thng. Bn thn khch hng qung co cng thch sng to. (Bn
khng th ch trch qung co ca cng ty nu nh c mt cp s t vng ngi bn ca
ngi ph trch qung co.)
Nu qung co c ti sinh nh l mt cng c tip th hiu qu th c hai v tr ny s b "tht
sng" trc gii qun l.
Mi ngi u bit rng qung co ang c vn v ci ti: hu ht ngi ta phn nn rng
gii lm qung co u (kiu cng". Gii qung co thng cho rng qung co l ting ni"
ca mt chng trnh tip th. Trc khi mt cng ty tung ra mt chng trnh tip th, h s
nh gii qung co ra chin lc v la chn ti s dng trong chin ch tip th. Hay
nh gii qung co trn i l Madison thng tuyn b rng h s mang n "mt tng
ln".
tng ln trong cun sch ny l s hon i cc vai tr. tng l PR phi n trc tin ri
mi n qung co. tng l PR chim v th thng tr trong lnh a tip th v phi ra
chin lc. V rng qung co phi i theo chin lc mt khi n c ghi khc vo tm
tr khch hng bi phng tin truyn thng.
Diu ny c ngha l ngi lm PR s xy dng chin lc tip th v ngi lm qung co s
theo m thc hin? S khng th c chuyn . C l bn ang ngh nh vy.

167

Bn c th ng, v thi gian s tr li. Nhng c l do ni rng bn c th sai. Xy dng

thng hiu trc tin hnh thnh trong tm tr khch hng tim nng. V ch c gii truyn
thng mi ng tin cy gieo mt tng mi vo trong u ngi ta. Nu bn nh xy
dng mt thng hiu t u th ch c gii truyn thng mi c th lm cng vic ny.
Khng c thng hiu no khi s t mt v tr ngon lnh c. Tt c cc thng hiu u c
xy ng t u. iu ct li ca vic xy dng thng hiu l cung cp nhng ni dung cn
thit gii truyn thng xy dng thng hiu. y l iu thit yu ca cng vic PR ngy
nay.
Tuy nhin, ri s ti lc mt thng hiu cn kit tim nng v thng tin i chng na.
Thng mt thng hiu cn mi m, to s thch th v to s khc bit khi mi c tung
ra. (Reo Bua l mt v d.)
Cng ging nh con ngi, cc thng hiu cng c qu trnh tng trng. Chng tr nn gi
nua v nhm chn. Chng cn qung co cho hnh nh ca n vn tn ti trong tm tr ca
khch hng.
Th nhng qung co kiu g? y s l lc yu t th hai, s sng to, pht huy tc dng.
Cc thng hiu khng cn qung co sng to" (bn thn thng hiu c PR to dng
trong tm tr khch hng), chng ch cn kiu qung co 'c tnh nhc nh".
Qung co vi mc ch nhc nh hn khng nht thit l kiu qung co nhm chn v nht
nho. Nu qung co theo kiu ny s khng t hiu qu.
Qung co nhc nhn cn phi khn kheo. hp dn, kch thch tr tng tng, th v, gy n
tng, ni dung v hnh thc tt. Tm li. l tt c nhng g bn c th i hi trong mt
thng ip qung co tr tnh sng to.
Ti bt dnh cho qung co
Nu nh PR chim u th hn qung co trong vic xy dng thng hiu, th th to sao c
qu t bi vit cp n vn ny? l cu hi hay.
PR thay th qung co lm cng c chnh xy dng thng hiu l mt cu chuyn m
chng ta vn cha tng thy xut hin trn bt k t bo ln no. V mt s l do, ti qung
co thoi v v PR ln ngi t c gii truyn thng quan tm.
L do u tin v cng l quan trng nht, l sc mnh v danh ting ca ngnh qung co.
Ngnh qung co. hiu theo ngha hp, chim 2,5% tng sn phm quc ni (GDP) ca M. Hn
na, qung co thc nhng ci vi ca n vo bo ch, pht thanh, truyn hnh. Intemet,
qung co ngoi tri v th trc tip. i vi ngi M, qung co cng ging nh mn bng
chy. xc xch, bnh to v xe hi Chevrolet.
168

Ri c nhiu t chc nng cao th mnh ca qung co. Lin on Qung co M vi 2 10

cu lc b v 50 ngn hi vin. hip hi Cc i l qung co M bao gm 494 i l vi 1279
vn phng, i in cho cc i l qung co thnh cng nht ca M. Hip hi Cc nh qung
co Quc gia i in cho 300 cng ty vi khong tm ngn thng hiu chi tiu hn 100 t la mt nm cho qung co.
T chc ln nht trong lnh vc PR l Hi Quan h Cng chng M vi 1 00 chi hi v 20 ngn
thnh vin. Khng c hip hi Thng tin i chng Quc gia bi PR v thng tin i chng cha
c coi l quan trng. Vi cng ty PR ln nht trc thuc Hi ng Cc cng ty Quan h
Cng chng, nhng bn thn t chc ny cng khng c nh hng mnh nh Hip hi Cc i
l qung co M.
Th hai, ngi ta c khuynh hng nh gi gi tr ca mt ngnh bng con s. V ngn sch
tiu biu ca mt cng ty dnh cho qung co chim t trng ln hn nhiu so vi ngn sch
dnh cho PR. V d hng my tnh Dell. Nm ngoi, Dell chi 430 triu -la cho qung co
nhng ch c hai triu -la cho PR. Hay ni cch khc l Dell tn chi ph qung co gp 215
ln so vi PR. Trong trng hp ny, tht l kh thuyt phc Michael Dell tin rng PR quan
trng hn qung co.
Nhng Dell li l mt v d tt v vic xy dng thng hiu bng PR, ch khng phi qung
co. Trc ht Dell bo m cung cp cc my tnh th nghim cho cc nh phn tch s liu
cho tt c cc t bo thng mi. Bi bo trn t PC Week nng nhit khen ngi my Turbo, l
my u tin ca Dell tng thch vi IBM, xut hin ch ngay sau khi sn phm c gii thiu
vo nm 1985. Gn nh ngay lp tc, cng ty bt u bn hn mt ngn my tnh mi thng.
V tip theo l s thnh cng nh bn bit.
Th ba, qung co c hng li th nh cc chuyn mc vit v qung co trn cc t bo
ln. Chuyn mc ny hng ngy xut hin trn t NewYork Times, Wall Street Journal, v
Chiacago Tribune, v hng tun trn t USA Today. Chng c mt t bo ln no M li c t
dnh cho PR mt cch thng k nh th.
Th t, qung co v nhng ngi lm qung co thng c u th trong mt s kin mang
tm quc gia no . Khi cu ngoi trng M Colin Powell cn mt ngi ph trch mng
"quan h cng chng thi chin" cho cuc chin Trung ng, ai c ng ta chn? l
Charlotte Beers, mt nhn vt k cu trong ngnh qung co tng ng u c hai hng qung
co ni ting l J. Walter Thompson v Ogilvy & Mather Tiu xut hin trn tp ch PR ~veek:
"Chuyn gia qung co s lnh o cc chin dch PR".
Thng ip gi ti cng ng doanh nghip l g khi bn thu mt chuyn gia qung co tin
hnh mt cuc chin PR? ( : PR ng v tr th hai sau qung co.)

169

Th nm, qung co thng tr trong c lnh vc gio dc. Mt cuc iu nghin gn y ca Hi

ng cc Cng ty Quan h Cng chng i vi 74 hiu trng ca cc trng kinh doanh cho
thy rng hn phn na cc chng trnh MBA c kha hc v qung co. nhng ch c 12
chng trnh c kha hc v PR - l con s thp nht trong tt c cc mn hc v tip th k c
khuyn mi v tip th trc tip.
Th su, iu thc s lm suy yu v th ca PR l hu ht cc cng ty PR c tm c u do cc
t hp qung co khng l s hu. Chn trong 10 cng ty PR ln nht ca M do ba t hp
qung co s hu: Interpublic, Omnicom, v WPP.
Cng ty PR c lp duy nht trong s 10 cng ty hng u l Edelman Public Relations
Worldwide, ng hng th nm trong danh sch. Tuy nhin, Edelman ln gp hn hai ln cng
ty PR c lp ln hng th hai l Ruder Finn.
Hai phn ba tng kinh ph cho PR nm trong tay cc hng PR do cc cng ty qung co kim
sot. y l l do chnh v sao c qu t ngi ln ting ku gi qung co t b vai tr xy dng
thng hiu ca n. Liu c bao nhiu nh qun l cng ty PR dm chc gin cc ng ch qung
co ca h bng tuyn b qung co thoi v v PR ln ngi?
Theo Jack O Dwyer, ch nhim v bin tp vin t Jack ODwyers Newsletter nhn nh, PR s
lun lun l cng dn hng hai chng no cc cng ty PR cn nm di tay ca cc hng qung
co."
Khi bn b s hu bi chnh k th ca bn, bn cn phi hc cch nhn nhng. Richard W.
Edelman, Tng gim c ca Edelman PR, l mt pht ngn vin PR c lp lc lng trong mt
bin nhng v gim dc iu hnh PR hng v qung co.
Hy th nhn vo mt vi con s. Nm ngoi, doanh thu qung co l 24 - 7 t -la so vi 4.2 t
-la doanh thu t PR, mt t l 58: 1. (Qung co l con ch; PR l ci ui.) V hai phn ba
trong s 4,2 t -la c chi cho cc cng ty PR thuc v cc t hp qung co tiu xi.
Cun sch ny l n lc ca chng ti o ngc v tr gia PR v qung co.
Ti bt dnh cho PR
Ngh ca chng ti l t vn cho gii qun l cp cao. Hu ht cc tng v khai nim trong
cun sch ny c pht trin nh l kt qu ca cc bui hp t vn m chng ti thc
hin cho cp qun l ca cc cng ty ln ca M v nc ngoi.
Nhng trong hu ht cc bui hp u c mt yu t ng quan tm.
Khi chng ti nhn quanh phng hp, chng ti nhn thy ch yu l nhng ngi lm qung
co c mt ti y. Nu nhng ngi lm PR cng c mt th hu nh h im lng khi bn n
chin lc tip th.
170

Chng ti t hi. S thay i t tip th hng vo qung co sang tip th hng vo PR liu c
c ngnh PR n nhn hay khng? C l l khng. Qu nhiu chuyn gia PR ni v mnh nh
mt vin thanh tra v khiu ni ca dn chng, hay ting ni ca ngi tiu dng bn trong
doanh nghip, hn l ting ni ca chnh doanh nghip .
Qu nhiu chuyn gia PR thch t vn cho tng gim c hn l xng xo lm vic cng vi cc
nhn vin tip th. Gii ny cng phn nn v vic ngnh PR b bn t" cho lnh vc tip th.
Bn t? Bn b bn t cho b phn quan trng nht ca mt doanh nghip, tip th. l th
no? Tt c cc b phn khc ca doanh nghip u tn ti l phc v cho b phn tip th.
Tip th tn ti khng phi h tr cho sn xut. M ngc li mi ng. Sn xut tn ti
nhm h tr cho tip th. Trong vic xy dng thng hiu. Bn lun c th s dng ngun lc
bn ngoi (oursource) thc hin cc cng on nh sn xut hay phn phi.
(Nhng x nghip gia cng Malaysia c th c xem l "outsource" chc nng tip th cho Ni
ke v Reebok. Nhng quyn lc thc s nm u? Kuala Lumpur hay Beaverton, Oregon?
Trong sn xut hay trong tip th?)
Nu cc hot ng tip th ca mt cng ty khng hiu qu, khi cng ty s gp kh khn cho
d PR c tt nh th no. Bn thch l mt th dn thnh cng hay l mt qu tc tht bi? Gii
qun l cao cp m ti bit u thch vai tr th nht hn l th hai.
V d trng hp ca Microsoft. Vi nh PR chuyn nghip cho rng cng vic quan h cng
chng ca cng ty ny l mt thm bi. Thm bi ? Microsoft l mt trong nhng cng ty gi
tr nht th gii, tr gi 364 t -la trn th trng chng khon. Bt chp nhng g xy ra ti
ta n, Microsoft vn duy tr c mt thnh cng to ln, thm ch l nhiu thnh cng vt
bc. trn th trng. (Tin th xin nhc rng y l mt cng ty, do thng tin i chng xy
dng nn ch khng phi do qung co.)
Gii qun l doanh nghip ch mi va bt u nhn ra c sc mnh ca PR trong vic xy
dng thng hiu. H cn phi n lc hn na. H cn phi thay i t duy t nh hng
qung co sang nh hng PR.
Ring i vi nhng ngi lm PR chuyn nghip. H ch c mt c hi c nht v nh nm
ly quyn kim sot hot ng tip th, tr thnh ngi ng u trong lnh vc t vn tip th
cho khch hng, tr thnh u tu trong vic xy dng thng hiu. By gi khng phi l lc
rt r. Khng phi l lc do d.
PR ang tin trin. Vi s ra i ca t PR Week hi nm 1998, t bo v PR "hng chuyn
nghip" u tin, gi y PR c t bo ring ca n c th snh vi t Adverting Age c b
dy 69 nm tui, c coi nh l kinh thnh ca ngnh qung co. Vic tng trng nhanh
chng ca PR Week M v ton cu, vi nm vn phng bn chu lc, l mt bng chng r
171

rng cho s pht trin ca PR nh mt cng c kinh doanh chin lc v mt yu t cc k

quan trng trong mi chin dch tip th," tng bin tp Jonah Bloom nhn nh.
Nhng iu ny s khng d dng. Quy m nh v tnh cht manh mn ca ngnh PR s l mt
tr ngi cho n lc ny. Hn na. Ngnh PR khng c s thng nht v vai tr v chc nng ca
PR. Diu ny thc ra cng chng c g mi. Nm 1975, 65 chuyn gia hng u v PR ngi li
nhm a ra mt nh ngha thng nht v PR:
PR l mt chc nng qun l chuyn bit gip thit lp v duy tr cc mi quan h thng tin. s
hiu bit, chp nhn v hp tc gia mt t chc vi cng chng, bao gm vic qun l cc vn
; gip cho gii qun l cp nht thng tin v phn hi cc kin ca cng chng; xc nh v
nhn mnh trch nhim ca gii qun l trong vic phc v li ch ca cng chng; gip cho gii
qun l theo kp v s dng hiu qu nhng thay i, phc v nh mt h thng cnh bo sm
nhm gip cho vic tin liu cc xu hng; v s dng nghin cu v cc k thut thng tin ph
hp lm cc cng c chnh ca n."
Rt nhiu ngn t nhng li khng cp g n iu m chng ti cho l vai tr quan trng
nht ca PR: xy dng thng hiu.
Nm 2001, Hi Quan h Cng chng M (PRSA) chn sc mnh ca PR" lm ch cho hi
ngh nh k hng nm ca t chc ny. Theo PRSA. di y l cc l do cho sc mnh ca PR:
Sc mnh ca PR cho thy PR l mt qu trnh to thun li cho s trao i cc gi tr trong th
gii ca chng ta: ngi vi ngi, t chc vi cng chng, v x hi vi x hi. Th mnh tch
cc ca PR l tng cng s hiu bit, t n s ng thun, tm nhng li ch chung. Cc
chuyn gia trong ngnh PR c sc mnh trong vic ci thin cc vn x hi, gip khch hng
t c cc mc tiu ca h; v ha gii, qun l v gim thiu cc xung t."
Mt ln na, li khng cp g n vic xy ng thng hiu.
c li ln na thng ip trong chin dch qung co ca Lin on Qung co M (AAF):
qung co. l cch cc thng hiu ln tr thnh cc thng hiu ln." V bn bit AAF hon
ton nghim tc bi v h thc hin vic ng k nhn hiu cho khu hiu cc thng hiu
ln".
Tt c mi th u l thng hiu. Coca-Cola l mt thng hiu. Hip chng quc Hoa k l
mt thng hiu. PR l mt thng hiu. V bn xy dng thng hiu bng cch no? Bn
hy c a mt tuyn ngn vo tm tr ngi ta. Coca-Cola l th tht. M l nc t do ln
nht trn th gii. (Do vy m c thng ip: T do mi mi.) Nhmg tuyn ngn ca PR l g?
Theo mt nh PR chuyn nghip lng ly, PR l ngh thut chim c v khai thc lng tin ca
cc c ng chnh ca mt t chc."

172

Thi no, anh bn, ng c c sm vai ng ch ln ca mt cng ty nh th. Bn c mt cng

vic lm, c l l cng vic quan trng nht trong bt k t chc no. Xy dng thng hiu.
Rt cuc th bn cng cn xy dng thng hiu cho PR. Bn cn lm nhng g m Lin on
Qung co M ang c lm. Bn cn t mt tuyn ngn vo tm tr ngi ta. Chng may,
cng chnh l tuyn ngn m nhng ngi lm qung co ang c a ra. Xy dng thng
hiu.
Tip theo l g? Trc tin bn cn phi ti nh v chc nng ca qung co trc khi bn c
th nh v chc nng ca PR. (Phn Ba, mt vai tr mi cho qung co", ni v vn ny.)
Nhng cn cc chc nng PR khc bn trong cng ty th sao: to danh ting cng ty, qun l
khng hong, quan h vi nh u t v. v? Nu bn khng th xy dng nn mt thng hiu
ln, th khi , tt c nhng chc nng khc ny, cho d c x l tt n u, cng khng
th gip mt cng ty i n thnh cng.
Bt k ai lm vic cho mt cng ty u phi l ngi a nng. Bn c th phi lp k hoch, ln
ngn sch, vit bo co, v mt t cc cng vic khc. Nhng khng c xao lng mc ch
chnh yu ca bn.
Trong lnh vc PR, chnh l vic xy dng thng hiu.

----------HT----------

173

[1]

DRAB (ly ch u ca bn t trn ghp li) trong ting Anh c ngha l bun t

[2]

H thng ca hng sch ln nht nc M.

[3]

Mt chic cu bc qua sng pha ng New York.

[4]

Sothebys v Christies l hai cng ty bun bn c hng u th gii.

[5]

Mt cng ty hng u ca M v lnh vc nng lng va xy ra v b bi ln v gian ln do

lm gi bo co ti chnh-

[6]

1961 1865 ti nc M

[7]

Thnh ng trong ting Anh l Ai sng bng gm s cht bi gm (He who lives by the
sword, dies by the sword)

[8]

Ngnh gii tr, th thao c dng nga.

[9]

Mt kiu ngh thut thnh hnh nhng nm 1960 kt hp vn ho dn gian v phng tin
truyn thng i chng.

[10]

Tro lu ngh thut th k XX, miu t vt th v s vic nh trong gic m.

[11]

K thut v tranh thnh hnh Php cui th k XIX, cc bc tranh c v bng cc chm
nh li ti c nhiu mu sc (Ngi dch ch thch)

[12]

Phong tro hi ha t nm 1905 do Matisse khi xng, c trng bi dng mu thun v

sc s (Ngi dch ch thch)

[13]

Mt trng phi tr tng s dng cc mu en, nu, trng v cc mu c bn khc, cc

ng dc, ngang v mt phng (Ngi dch ch thch).

[14]

i l ln trung tm thnh ph New York ni thng t chc cc l hi diu hnh.

[15]

Mt ging ch Mexico nh v lng mt

[16]

Chi ch ai en (black belt) va c ngha l dy bo him mu en, va c ngha l ng

cp cao trong mn v Judo hay Karate.

[17]

T lng ch loi xe c nh do nc ngoi sn xut nhp vo M xut x t xe c Vlkswagen

Beetle (beetle v bug iu c ngha l con b).

174