Filip Novotny Pakutsatsa ndi kutsatsa, Apple nthawi zambiri imawonetsedwa ngati imodzi mwazabwino kwambiri pabizinesi, ndipo nthawi zambiri kupitirira. Komabe, monga zikuwonekera tsopano, mgwirizano wodziwika bwino wa Apple ndi kampani yotsatsa TBWAMedia Arts Lab wakumana ndi ming'alu yayikulu m'miyezi yaposachedwa. Mkulu wazamalonda wa Apple, Phil Schiller, sanakhutitsidwe nkomwe ndi zotsatira za bungweli ndipo anali wokwiya ...
Zosasangalatsazo zidadziwika pakukangana kwalamulo pakati pa Apple ndi Samsung, pomwe kampani yaku South Korea idapereka maimelo enieni omwe Schiller adasinthana ndi oimira TBWAMedia Arts Lab.
Ubale pakati pa Apple ndi kampani yotsatsa, yomwe idatulutsa zotsatsa zingapo za Mac ndi iPhone maker yaku California, zidasokonekera kumayambiriro kwa chaka chatha. Ndi pamene iye anabwera The Wall Street Journal ndi nkhani yokhala ndi mutu wakuti "Kodi Apple yataya mtima chifukwa cha Samsung?" (poyambirira "Kodi Apple Yasiya Kuzizira Kwa Samsung?"). Zomwe zili m'bukuli zikusonyeza kuti mgwirizano pakati pa makampani otchulidwawo sungakhale wobala zipatso monga kale.
M'makalata omwe ali pansipa, adawonetsedwa kuti ngakhale kampani yotsatsa yomwe, yomwe idagwira ntchito ndi Apple kwa zaka zambiri ndipo idadziwa zogulitsa zake ndi njira zake monga ena ochepa, idatsata mawu odziwika a atolankhani kuti zinthu zikutsika ndi Apple. Chaka cha 2013 chinafaniziridwa ndi oimira ake ku 1997, pamene kampani ya California inali pafupi ndi bankirapuse, zomwe sizinganenedwe za chaka chatha. Ichi ndichifukwa chake Phil Schiller adakwiya kwambiri.
Jan 25, 2013 Philip Schiller
Tili ndi zambiri zoti tichite kuti izi zitipindulitse….
http://online.wsj.com/article/SB10001424127887323854904578264090074879024.html
Kodi Apple Yataya Kuzizira Kwake kwa Samsung?
ndi Ian Sherr ndi Evan Ramstad
Nayi yankho lathunthu kuchokera ku bungwe lotsatsa TBWA. Mkulu wake, James Vincent, akufanizira vuto la kukwezedwa kwa iPhone ndi vuto lomwe Apple idakumana nalo mu 1997. Mbali yosinthira ikuwonekeranso pamakalata a Vincent.
Phil,
Ndikuvomerezana nanu. nafenso timamva choncho. timamvetsetsa bwino lomwe kuti kudzudzula kuli koyenera panthawiyi. kusefukira kwa zochitika zosiyanasiyana kumapereka kuwala koyipa pa apulo.
m'masiku angapo apitawa tayamba kukonza malingaliro akulu omwe kutsatsa kungathandize kusintha zinthu kukhala zabwino, makamaka ngati tigwira ntchito mkati mwa dongosolo lalikulu la kampani.
tikufuna kupereka zosintha zingapo ku ntchito yathu m'masabata akubwerawa kuti tithane ndi vuto lalikulu lomwe tikukumana nalo.
tikuyenera kukambilana magawo atatu akulu..
1. Yankho la kampani yathu:
ndizodziwikiratu kuti mafunso okhudza apulo alipo pamiyezo yosiyanasiyana ndipo amaperekedwa motere. wamkulu mwa iwo ndi..
a) khalidwe la anthu - kodi tiyenera kuchita chiyani? (milandu, China/US kupanga, chuma chambiri, zogawa)
b) njira zopangira - ndi chiyani chatsopano chathu? .. (zowonetsa zazikulu, mawonekedwe atsopano apulogalamu, mamapu, kuzungulira kwazinthu)
c) kutsatsa - kusintha zokambirana? (kusiyana kwa iPhone 5, njira yopikisana, kutsika kwa mtundu wa apulo)
d) njira yogulitsa - njira zatsopano? (kugwiritsa ntchito ogwira ntchito, m'sitolo, mphotho kwa ogulitsa, njira zogulitsira)
tikufuna kuti tipemphe kuyitanitsa msonkhano wamavuto sabata ino, wofanana ndi zomwe zidachitika pachipata cha antenna. mwina zingagwire ntchito m'malo mwa marcom (msonkhano wanthawi zonse pamutu wa kulumikizana kwa malonda), pamodzi ndi tim, jony, katie, hiroki ndi wina aliyense amene mukuganiza kuti ayenera kukhalapo.
Elena adalangiza magulu ake sabata ino kuti aganizire mbali zonse zomwe zimawopseza kukopa kwa mtundu wa apulo msonkhano wotsatira usanachitike. ngakhale msonkhano usanayambe tikhoza kukambirana zambiri kuti tiyambe kukambirana za mavuto ndi njira zawo.
2. njira yatsopano yoyesera malingaliro akulu
timamvetsetsa kuti izi ndi zofanana kwambiri ndi 1997 m'lingaliro lakuti kutsatsa kumayenera kuthandiza apulo kuti achoke. tikumvetsetsa ndipo ndife okondwa chifukwa cha mwayi waukuluwu.
zikuwoneka kuti nthawizi zimafuna njira zotseguka komanso zophatikiza zoyesera malingaliro. moona mtima, kasamalidwe ka marcom nthawi zina zimapangitsa kuti tisamayesere malingaliro omwe timaganiza kuti ndi olondola. tili ndi malingaliro awiri akulu pamlingo wamtundu wonse womwe tingafune kuyesa, koma sizingatheke kungolankhula za iwo pa marcom. zimangofunika kulowamo nthawi yomweyo. zili ngati mtundu wa nike pomwe amachita zinthu zingapo kenako ndikusankha zomwe amaliza kuchita. Ndikuganiza kuti izi ndi zomwe zikufunika pakadali pano.
koma panthawi imodzimodziyo timavomereza kuti ndikofunikira kuti marcom alimbikitse mapangidwe athu ndi njira zathu, zomwe tingapereke mwachindunji mu kalendala ya mankhwala, kuti timvetse bwino njira zonse zomwe zidzamangidwe pang'onopang'ono.
3. msonkhano wanthawi zonse wa mini-marcom
tikuganiza kuti ndikofunikira kuyambitsa msonkhano wokhazikika pakati pa gulu lathu ndi gulu la hiroki, kuti titha kugwirizanitsa makampeni komanso makamaka kukambirana ndi ogwira ntchito, ndiyeno titha kupanga kampeni yomwe idzagwire bwino ntchito mu media zonse za apulo. kotero ngati titagwirizana pa lingaliro limodzi la kampeni, mwachitsanzo "anthu amakonda ma iPhones awo", media media kuchokera ku apple.com kupita ku ritelo zitha kutenga mbali zosiyanasiyana za kampeni ndikupanga mikangano yapayokha, monga momwe hiroki adatchulira Mac vs. pc kampeni ndi "kupeza mac".
Pomwe TBWA ikupereka kusintha kwakukulu panjira yotsatsira ya Apple pambuyo pa chaka cha 1997, Phil Schiller sagwirizana ndi kusunthaku. Amawona kampani yopambana kwambiri yomwe ilibe vuto ndi zinthu, koma ndi kukwezedwa kwawo koyenera.
Jan 26, 2013 Philip Schiller
Yankho lanu landidabwitsa kwambiri.
Pa Marcom womaliza, tidasewera kanema woyambitsa wa iPhone 5 ndikumvera ulaliki wokhudza kutsatsa kwa omwe akupikisana nawo. Tidakambirana kuti iPhone ngati chinthu komanso kugulitsa kwake kotsatira ndikwabwinoko kuposa momwe anthu amaganizira. Zinthu zotsatsa.
Lingaliro lanu loti tiyambe kuyendetsa Apple mwanjira yosiyana kwambiri ndi yankho lodabwitsa. Komanso, lingaliro loti tikupatseni mwayi wogwiritsa ntchito ndalama pazolinga zomwe simunayesepo kupereka kwa Marcom koma ndizokwiyitsa. Timakumana sabata iliyonse kuti tikambirane chilichonse chomwe tikufuna, sitikuletsani mwanjira iliyonse muzolemba kapena njira yokambira, timapitanso kuntchito kwanu kumisonkhano yatsiku lonse.
Izi siziri 1997. Zomwe zikuchitika panopa sizili choncho. Mu 1997, Apple inalibe zinthu zolimbikitsa. Tinali ndi kampani kuno yomwe imapanga zochepa kwambiri moti ikanatha miyezi isanu ndi umodzi. Inali yakufa, yosungulumwa Apple yomwe imafunikira kuyambiranso komwe kungatenge zaka zingapo. Siinali kampani yopambana kwambiri padziko lonse lapansi yaukadaulo yokhala ndi zinthu zabwino kwambiri, kupanga mafoni am'manja ndi msika wa piritsi ndikutsogola kugawa ndi kugawa mapulogalamu. Sinali kampani yomwe aliyense amafuna kutengera ndikupikisana nayo.
Inde, ndadabwa. Izi sizikumveka ngati njira yopangira zotsatsa zabwino za iPhone ndi iPad zomwe aliyense mkati ndi kunja kwa Apple amanyadira. Izi ndi zomwe zimafunidwa kwa ife.
Mukukambirana uku tikuwona Phil Schiller mu gawo lomwe silinachitikepo; timadziwa wamkulu wa malonda a Apple pokhapokha pazowonetsa zatsopano, pomwe amapereka kupambana kwa kampani yake m'mbuyomu ndi mtsogolo ndikumwetulira ndikunyoza iwo omwe sakhulupirira zatsopano za Apple. Ngakhale James Vincent adadabwa ndi zomwe adachita:
phile & timu,
Chonde vomerezani kupepesa kwanga. ichi sichinali cholinga changa. Ndinawerenganso imelo yanu ndipo ndikumvetsa chifukwa chake mumamva choncho.
Ndinkayesa kuyankha funso lanu lalikulu lokhudza marcom ngati nditha kuwona njira zatsopano zogwirira ntchito zomwe zingathandize, kotero ndidaponya malingaliro angapo ndikuyang'ananso mbali zonse zomwe zimakhudza makasitomala kuti titha kupanga molumikizana, monga zinaliri pa mac vs pc. Sindinatanthauze kuti ndikutsutsa Apple yokha.
timadziwa bwino udindo wathu pankhaniyi. timamva kuti tili ndi udindo 100% pa gawo lathu la ntchito, yomwe ikupanga zotsatsa zabwino za apulo ndi zinthu zake zazikulu. Chidule cha iPhone 5 chomwe mudapereka ku marcom sabata yatha chinali chothandiza kwambiri, ndipo magulu athu akugwira ntchito kumapeto kwa sabata ino pazinthu zingapo zomwe zidalimbikitsidwa ndi mwachidule.
Ndikuvomereza kuti zomwe ndinachita zinali pamwamba kwambiri ndipo sizinathandize chilichonse. Pepani.
Pambuyo pa umodzi mwamisonkhano ya "marcom", Phil Schiller akuyamika kupambana kwa malonda a iPad, koma alinso ndi mawu okoma mtima kwa mpikisano wa Samsung. Malingana ndi iye, kampani yaku Korea ili ndi zinthu zoipa kwambiri, koma posachedwapa zakhala zikugwira bwino ntchito zotsatsa.
James,
dzulo tinapita patsogolo bwino ndi malonda a iPad. Ndizoyipa kwa iPhone.
Gulu lanu nthawi zambiri limabwera ndi kusanthula mozama, zofotokozera mwachidule komanso ntchito zabwino zopanga zomwe zimatipangitsa kumva kuti tili panjira yoyenera. Tsoka ilo, sindinganene kuti ndimamva chimodzimodzi za iPhone.
Ndinali kuwonera zotsatsa za Samsung TV pamaso pa Superbowl lero. Ndiwabwino kwambiri ndipo sindingachitire mwina - anyamatawa amangodziwa (mofanana ndi wothamanga yemwe ali pamalo oyenera panthawi yoyenera) pomwe pano tikulimbana ndi malonda a iPhone. Izi ndi zomvetsa chisoni chifukwa tili ndi zinthu zabwino kwambiri kuposa iwo.
Mwina mumamva mosiyana. Tiyitananso wina ndi mzake ngati izi zithandiza. Titha kubweranso kwa inu sabata yamawa ngati izi zingathandize.
Tiyenera kusintha kwambiri. Ndipo mwamsanga.
Phil
Ndikumvetsa zomwe Phil anachita. Ndinadabwanso ndi zomwe mnyamata wamalonda amalankhula. Kupanda kutero, ndiyenera kunena kuti kutayikira kwa maimelo kuchokera kukhothi ndikutulutsa kuchokera ku Apple sikuthandiza konse.